The impact of digital media use, management capabilities, technological capabilities with the moderating role of traditional social activity to the business performance of SMEs in Metro Manila

• Main Authors: Camalig, Rovin G., Okada, Yuki G., De Villa, Maxine Erin
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Small business—Technological innovations—Philippines—Metro Manila; Social media; Business Administration, Management, and Operations; Technology and Innovation
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/161; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1167/viewcontent/The_Impact_of_Digital_Media_Use2_Management_Capabilities_Technol.pdf
• Institution: De La Salle University

The pandemic caused by COVID-19 has forced many businesses in the Philippines specifically in Metro Manila to shift to an online setting such as the various social media applications available in the country. The research study was conducted to define the impact of Digital Media Use, Management Capabilities, and Technological Capabilities moderated by Traditional Social Activity on the Business Performance of SMEs in Metro Manila. Furthermore, the study's nine sub-objectives, which are important to small- and medium-sized business owners, government officials, business leaders, academics, and future researchers, will also be examined by the researchers. The study's main focus is on how SMEs in the Philippines, particularly those in Metro Manila, use digital media, implement management practices, and utilize technology. This study is conducted since there are currently no studies that directly link the usage of digital media, use, technology capabilities, and management capabilities, to business performance in a combined framework. The 103 survey respondents will be used in this study, which will also use Jamovi and Microsoft Office Excel. These tools are easier to utilize and more readily available. For a different approach, the analysis of variance and analysis covariance statistical tools should be utilized to understand the data. When the predictors were tested individually in linear regression, the researchers were able to determine that digital media use, management capabilities, and technological capabilities have a significant and positive impact on business performance. However, in multiple regression, only management capabilities demonstrated a significant influence on business performance. Furthermore, the results indicate that traditional social activity has no significant effect on business performance since p values are greater than the significance level (0.05) which means that it does not moderate the relationship of all the variables linked to business performance.