Case study of using facebook as a marketing tool for micro, small, and medium food enterprises

Date

6-2023

Adviser

Joram P. Obsioma

Principal

Mabel S. Buela

Abstract

Facebook is one of the most popular social media platforms in the world, with billions of active users. Understanding how businesses utilize Facebook can be useful for individuals interested in pursuing a career in marketing or social media management, as well as for business owners and managers looking to improve their strategies. The general objective of the research is to assess how Selected Local Micro, Small, and Medium Food Enterprises (MSMEs) use Facebook as a tool for marketing. The further objectives are to determine the business background of the respondents and their businesses, to determine how the respondents' food businesses make use of Facebook for marketing and, to assess the marketing content of selected MSMEs in Facebook. The researchers gathered data for this research by interviewing the owners of the businesses that are included in the MSME sector. Additionally, content from their posts in their Facebook pages was also collected and analyzed. After gathering all the information, it was analyzed by thematic analysis and content analysis. All of the businesses have used Facebook for their marketing goals, though some did not fully utilize other features. Facebook helped three businesses grow, improve their performance, and develop a good brand image. Facebook posting was the most used and effective feature for marketing, while Facebook Insights was the least used feature. Businesses were unaware of its uses and have not fully utilized the platform. Researchers found that MSMEs use effective marketing strategies to establish a decent brand image. These strategies include applying emotional appeal to post captions, including the business owners' personal life, humor, catchy captions, posting of customers, scarcity, replying to comments, hashtags, and maps, addresses, and contact information. These strategies have been proven and tested and have helped these businesses in the long run.

Language

English

LC Subject

Capstone

Location

University of the Philippines Rural High School

Document Type

Capstone

This document is currently not available here.

Share

COinS