The impact of digital marketing on the profitability of selected samples of food-related micro businesses in Makati and Quezon City during the COVID-19 pandemic

• Main Authors: Castro, Manuel Antonio M., Ng, Gian Marco D., Reyes, Nikkie Mae M.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Internet marketing—Philippines; Food service—Internet marketing—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/50; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1086/viewcontent/The_impact_of_digital_marketing_on_the_profitability_of_selected_Redacted.pdf
• Institution: De La Salle University

With ever-changing technological advancements, most firms use a variety of digital marketing tactics to target clients across a wide range of marketing endeavors. Understanding which strategies to use is critical for food-related micro-businesses. As such, the study looks into the effects of digital marketing on profitability, with a particular focus on chosen samples of food-related micro-businesses in Makati and Quezon City during the COVID-19 pandemic. The researchers devised a questionnaire to assess the impact of internet marketing on the profitability of food-related micro-businesses. A total of three hundred forty-five microbusiness owners/managers took part in the study. According to our findings, digital marketing and e-commerce have substantial relationships with profitability. However, no significant relationship between social media factors and profitability was discovered. Overall, the study emphasizes the need for business owners/firms/managers to allocate resources toward e-commerce.