Malikhaing Kamay: The Effects of Social Media Marketing on Sales Performance of Micro, Small, and Medium Enterprises (MSME) within the Creatives Industry of Metro Manila

• Main Authors: Rellosa, Luis Sebastian M., Escartin, Sabella Katrina C., Reyes, Quincy Nicole A., Ventura, Gian Glendale S.
• Format: text
• Published: Animo Repository 2023
• Subjects: social media marketing; sales performance; creatives industry; micro, small, and medium enterprises; Philippine economy
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2023/paper_ebov/10; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1809/viewcontent/EBO_Escartin_Rellosa_Reyes_Ventura___Luis_Sebastian_Rellosa.pdf
• Institution: De La Salle University

The study primarily tackled the effects of Social Media marketing on the sales performance of MSMEs in the Creatives Industry, specifically in Customer Feedback, Communication, Content Sharing, and Customer's Relationship, through their individual and overall effects as factors under SMM. The study utilized qualitative methods to examine data from a survey of Creatives Industry MSME owners employed or residing in Metro Manila. After gathering adequate data for analysis, it was discovered that the Social Media Marketing factors Customer Feedback, Communication, Content Sharing, and Customer’s Relationships altogether affect the Sales Performance of Micro, Small, and Medium Enterprises within the Creatives Industry. But as individual variables, only Communication, Content Sharing, and Customers Relationships positively affect the Sales Performance of the MSMEs within the Creatives Industry. In contrast, Customer Feedback is not found to affect the Sales Performance of the MSMEs within the Creatives Industry. The researchers recommend that more businesses utilize social media to amass customers locally or worldwide. Through this, the country may continue to perceive the creative industry in a positive light while contributing to the country's growing economy. For future researchers who seek to expound on the topic, the researchers suggest diving into the customer's perspective and behavior rather than business owners. Future researchers may also expand on demographic effects or explore the topic in up-and-coming industries.