FACTORS AFFECTING THE SALES OF SMALL BUSINESSES

USING SOCIAL MEDIA

_________________________________________

A Research Study
Presented to the Faculty
of the Accountancy, Business
Management of the Senior
High School of Palawan
National School

_________________________________________

In Partial Fulfillment
of the Requirements in
Research in Daily Life 2

_________________________________________

by

GALLARDO, Monica D.
BEA, Princess Ivy G.
ENRIQUEZ, Karl Ivan G.
LAMOSTE, Hanna Missy Kate S.
MAULION, Irish Cassandra M.
MENDOZA, Crishen M.
MIRALLO, Mikaela B.
MOLABOLA, Camille Shene V.
ONTANGCO, Angel Jaz G.

June 2023

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 APPROVAL SHEET

This research study entitled “Factors Affecting the Sales of Small

REBECCA G. SANTOS
Research Adviser

PANEL OF EXAMINERS

Approved by the Committee on Oral Examination on May __, 2023 with a grade of
PASSED.

____________________________
Chair

_____________________ ________________________
Member Member

Accepted and approved in partial fulfillment of the requirements for

GERALDINE B. DANGAN HELEN V. BALDOSANO

__________________________________
Principal IV
Palawan National School

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 ABSTRACT

This research study entitled “Factors Affecting the Sales of Small Business

Using Social Media” aims to identify if social media advertising will affect the sales

performance of small businesses. In line with this objective, the researchers aimed to

provide the following information: (1) the preferred marketing strategy of small

businesses, (2) factors of businesses that social media marketing positively affect in

relation to sales, and (3) the relationship between social media advertising and sales

of small businesses. Upon an ethical and meticulous process of gathering and

analyzing of data, the researchers found that 90% of SME owners find social media

as the most convenient marketing strategy over word-of-mouth and other traditional

advertising methods. Amongst social media platforms, Facebook is the most

commonly used/preferred platform for SMEs to advertise alongside Twitter, Tiktok,

and Instagram. SMEs also continue to use social media as a marketing strategy for

its following traits: convenience (47.5%), the ability to increase sales (35%), and

affordability (17.5%). The respondents agree that social media advertising helps

increase sales because it positively contributes to the following factors:

reachability/reaching potential customers (4.45), aiding customer retention (4.43),

and aiding product improvement (4.38) and its ubiquity (4.33). Lastly, the data

gathered shown a strong positive effect of social media marketing on sales of small

businesses. Therefore, the researchers rightfully concluded that there is a significant

relationship between social media advertising and sales of small businesses.

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Date: ________________

ACKNOWLEDGEMENT

The researchers would like to extend their heartfelt thanks to all the people
who supported and helped them in fulfilling their study. They sincerely express their
never-ending gratitude to everyone with deep gratitude and sincere appreciation:

Sir Dennis M. Lucas, PhD., for allowing the researchers to conduct their
study;

Mrs. Rebecca G. Santos, their research adviser, for her valuable comments,
scholarly suggestions in critiquing the manuscript that sustained the researchers’
interest to go on and on until the final lap;

Mrs. Wilma N. Berdejo, their classroom adviser who patiently gave some of
her time on supporting her students’ study;

All the authors and researchers whose books and researches were
considered and have been sources or ideas that served as the foundation for this
study;

The SME Owners and Managers, who extent their full effort in participation for
the interview in this study. A very special appreciation is extended to their families,
friends, and classmates. Above all to our God Almighty, the source of all wisdom and
skills.

THE RESEARCHERS

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 DEDICATION

This paper is a creation of collaboration and hopes for progress. Thus, the
researchers wish to dedicate this study to the parents who gave their utmost
support and never-ending inspiration throughout the study. It is also towards the
teachers who provided guidance and is behind the making of this study. The
researchers would also like to dedicate this study to the students that may need
help in battling their mental health issues. This study is also for the school that
allowed the researchers to nurture and test their skills and cooperation to finish this
study. And lastly, the paper is also in dedication to our Almighty God whom gave us
the strength, knowledge, wisdom, protection, and will to continue and keep positive
to finish this research.

THE RESEARCHERS

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 TABLE OF CONTENTS

TITLE PAGE i

APPROVAL SHEET ii
ABSTRACT iii

ACKNOWLEDGEMENT iv
DEDICATION v

TABLE OF CONTENTS vi

LIST OF APPENDICES vii

Chapter

I THE PROBLEM AND ITS BACKGROUND

Introduction 1

Problem 2
Statement of the Problem 2

Research Questions 3
Hypotheses 3

Significance of the Study 4

Scope and Delimitations 4

II REVIEW OF RELATED LITERATURES

International 5

Local 9

Definition of Terms 13

Conceptual Framework 14

III RESEARCH DESIGN AND METHODOLOGY

Research Design 15

Instrumentation 16

Sampling Technique and Procedures 16

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 Data Gathering Procedures 16

Data Analysis 17

Ethical Considerations 17

Schematic Diagram/Flow Chart 18

IV PRESENTATION, INTERPRETATION, AND ANALYSIS OF DATA

Tables of Data per Question 19

Hypothesis Testing 27

V SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATION

Summary of Findings 28

Conclusion 29

Recommendation 29

BIBLIOGRAPHY 31

APPENDICES 33

CURRICULUM VITAE 39

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 LIST OF APPENDICES

Appendix Page/s

A Survey Questionnaire 33

B Documentation 37

C Letter of Permission to the Principal to Conduct a 39

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