The Effects of Social Media Platforms to Entrepreneurial Practices and Business Performance of Micro-Enterprises in Cabiao, Nueva Ecija

Abstract

This study examined social media marketing practices and their relationship with the business performance of home-based micro-enterprises in Cabiao, Nueva Ecija. Anchored on the Technology Acceptance Model, Social Information Processing Theory, and Baumol’s Revenue Maximization Theory, the study employed a quantitative descriptive research design incorporating correlational and evaluative approaches. A researcher-made questionnaire was administered to the total population of 287 respondents from registered micro-enterprises, and data were analyzed using frequency, percentage, weighted mean, one-way ANOVA, t-test, and Pearson correlation. Results showed that micro-entrepreneurs often used social media platforms and short-form video content, particularly Facebook, TikTok, and YouTube, while influencer marketing and paid advertisements were used less frequently. Social media marketing was very effective for brand identity and awareness and moderately effective for customer relationships, customer-base expansion, and sales performance. Significant differences in selected marketing practices and business performance indicators were found according to respondent profiles and enterprise characteristics. Short-form video and user-generated content were positively associated with sales performance, while user-generated content was also positively associated with customer relationships and customer-base expansion. The study recommends selecting platforms appropriate to business characteristics and strengthening social media marketing and entrepreneurship education. The study aligns with SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation and Infrastructure) through its focus on entrepreneurship, local economic activity, and digital technologies. Its sustainability impact lies in supporting the continued development of home-based micro-enterprises through accessible digital marketing practices that can strengthen brand visibility, customer engagement, market expansion, and sales.