LOCAL FOOD BUSINESSES’ SOCIAL MEDIA MARKETING STRATEGIES

IN GAINING COMPETITIVE ADVANTAGE

A Thesis
Presented to the Faculty of
Philippine Women’s University – Career Development and Continuing Education Center
Sta. Cruz, Laguna

In Partial Fulfillment of the Requirements

in Business Research

SHANNEN LEI D. CADAPAN

June 2021
Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

As technology arises, social media has changed the way business relate with their

customers. Social media paved its way through the internet becoming one of the most important

aspects of digital marketing which provides incredible benefits by reaching millions of customers

worldwide (Fernandes, n.d.). It does not matter whether a business is small or big, social media

can be essential in creating a marketing strategy which will sustain and enhance the performance

of the business.

Traditional methods of advertising such as radio, direct mail, billboards, magazines,

newspapers, and brochures have become less important since the emergence of new

technologies in the early 2000s (Patino et al 2012). Some businesses have shifted to social media

because it is a relatively low-cost marketing tool in which businesses can expand their market and

reach customers in less time than other marketing tools. Since consumers are online and logged

on to different social media networks, like Facebook, Blogs, YouTube, Twitter, and Instagram,

anytime they want, can therefore be the fastest channel for a business to connect with a large

target market wherever the market is located.

The Philippine food industry is a growing market. Since food is a basic need of consumers,

there are plenty of different food products in the market. Despite the challenge to make the

business’ products known and trusted, the food businesses battle with different obstacles on how

to maintain the supplies and stocks, how to keep up with the food industry trends, and how to sell

the products to the market.

Social media marketing strategies help to determine the future of food businesses;

therefore, it is essential to gain an in-depth understanding on how to gain competitive advantage

and implement to existence. Businesses that have documented marketing strategy are more likely

to report success (Thompson, 2018). However, other businesses do not take record of the

strategies which can help the business in gaining competitive advantage because business

owners tend to overlook this kind of opportunity. Thus, it is essential to know which social media

marketing strategies are efficient to use in a business to provide business owners new options to

move forward with the stagnant state of the business and proceed to profit making marketing

strategies.

Background of the Study

Starting a business is not hard, making the business to work is the challenge. Plenty of

business endeavors fail immediately before making it to the market because of unattainable

visions and poorly executed concept (Leonard, 2020). There are scenarios where there’s a

business plan created, no matter how good it is, it does not necessarily assure the success of the

business in the market. Businesses differ by what products or services they offer. It is common to

determine a business by industry or sector. An industry is a group of businesses that are related

in terms of their main activity (3 Classifying businesses by industry sector, n.d.).

Marketing tools such as the Internet and social media are increasingly replacing traditional

marketing (Bruhn et al., 2012). Technology has enabled people to interact with one another

across the world. As new ways of communicating are introduced, business leaders can use social

media to outdo former marketing strategies to interact with consumers and other stakeholders,

which gives them opportunities to promote sales and improve business performance.
Every business should have a marketing strategy. Without a strategy, the business would

not last long. Creating a strategy ensures targeting the right market to generate sales. It takes a

lot of time, effort, and research to come up with a good marketing strategy. The problem,

however, is determining which strategy is suitable for the business. Identifying the right strategies

to market the business may be difficult, but once a business uses the right marketing strategy, it

will help the business gain competitive advantage. Businesses face challenges when

implementing social media to their marketing strategy due to its variety, marketers may waste

huge efforts and resources on wrong platforms. Choosing a platform for the business should be

done with extensive research which will work for the business itself to gain the attention of the

market, and not to irritate them.

Food industry is an example of a business type which grows continuously in the

Philippines. Food is one of the basic necessities of human which makes it as an unending

demand in the market. Every year, there are numerous food business types arising in malls,

sidewalks, and food courts (Germo, 2019). The food business continues to thrive in the

Philippines due to the fact that there is a steady market who loves to eat out or order in. The

enthusiasm of Filipinos for food serves as an advantage for business owners in the food industry.

However, as the industry expands, the competition arises which makes it harder to keep the

business to run smoothy.

Competition in the food industry constantly grows which is why it is important to have an

edge against new and existing competitors. Having a competitive advantage is what makes

consumers choose a business’ product or service over another through the use of marketing

strategies. To retain a competitive advantage, a business should overcome any challenges as

well as cope with the trends of the food industry. Social media marketing strategies can lead to a

long-lasting relationship between a business and the consumers, through the use of social media,

it is easier to promote products and services thus leads growth of the business.
Theoretical Framework

The fundamental concept of marketing strategies served as the foundation of the study.

Theories of marketing include relationship marketing, market-based theory, and diffusion of

innovation theory. Relationship Marketing Theory focuses on improving relationships with

consumers, suppliers, internal market, and business market (Juneja, 2015). It gives importance

on providing products or services which will meet the needs of the customers. It deals with

creating a long-term relationship with customers rather than a short-term by utilizing marketing

strategies.

The Market-Based View Theory (MBV) emphasizes the role of market conditions in

developing strategy for the business (McGee, 2015). The market-based view considers the

external factors such as industry trends and market orientations as the main cause of the

business’ performance, thus, right positioning of the business in the market is important to gain

competitive advantage. The theory of market view originated from Mason and Bain (1950) who

argue that the key factors for the success of an organization are entry barriers, number of players

in the market, as well as the elasticity of demand. According to Frank Keuper (2017) from his

book, “The implosion of Market-Based View”, the market-based view is the most widely used in

practice and in theory, and relied on strategic approach to derive competitive advantage.

Businesses will be able to respond quickly to upcoming changes in the market through a market

orientation approach.

Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, originated in

communication to explain how, over time, an idea or product gains momentum and diffuses (or
spreads) through a specific population or social system. The end result of this diffusion is that

people, as part of a social system, adopt a new idea, behavior, or product (Behavioral Change

Models, 2019). The way in which innovations are communicated to different parts of society and

the subjective opinions associated with the innovations are important factors in how quickly

diffusion – or spreading – occurs. This is important to understand when developing market share,

and this theory is frequently referred to in the marketing of new products (Halton, 2021).

Conceptual Framework

INPUT PROCESS OUTPUT

Social Media Marketing The researcher The social media

Strategies of local food distributed marketing strategies of
businesses questionnaires to the local food businesses
chosen respondents –
food businesses with at
Local food businesses’ least one year business The effect of
Profitability and operation. implemented social
Customers’ Loyalty media marketing
strategies to local food
Collecting and analyzing businesses in terms of:
Challenges of data gathered from the
- Profitability
implementing social survey.
- Customer Loyalty
media marketing
strategies

Challenges of
implementing social
media marketing
strategies

Figure 1

Input – Process – Output Mechanism

Figure 1 follows the IPO mechanism that shows the social media marketing strategies of

local food businesses, the effects of implemented social media marketing strategies to local food

businesses’ profitability and customers’ loyalty, as well as the challenges faced in implementing
the social media marketing strategies. The researcher used questionnaires to gather data in

which social media marketing strategies lead to gaining competitive advantage for the business.

Statement of the Problem

The study sought to answer the following question:

1. What are the social media marketing strategies of local food businesses used to gain

competitive advantage?

2. How does the implementation of social media marketing strategies affect the local food

businesses in terms of:

2.1 Profitability

2.2 Customer Loyalty

3. What are the challenges encountered by the local food business while implementing social

media marketing strategies?

4. Is there a relationship between local food businesses’ social media marketing strategies

and gaining competitive advantage?

Hypothesis

1. There is no significant relationship between social media marketing strategies and gaining

competitive advantage of local businesses in the food industry.

Significance of the Study

The study about social media marketing strategies in gaining competitive advantage of

businesses in the Philippine food industry focuses on the implemented social marketing strategies

which will help enhance the performance of the business as well as gain competitive advantage to

grow successfully. The study strives to know what social media marketing strategy should be

applied to gain advantage from other competitors in the market. The result of the study will

provide substantial insights to the following:

Local Food Business Owners

The study may contribute information on how to execute different effective social media

marketing strategies which will gain an edge against competitors and lead to the business’

profitability and growth. The result of the study will help to improve business practices and

approaches to improve the business’ standing in the market. The implementation of social media

marketing strategies will only be efficient if these are appropriate and suitable for its kind.

Employees

The result of the study can help the employees to improve the service quality they offer.

The social media marketing strategies may give them insight regarding how to handle a

competition and how to keep their products and services on the market, thus will benefit them

once they’ve successfully used a marketing strategy efficiently because as the business generate

more sales, employees may be compensated more.

Future Researchers

The provided information in the study will guide anyone who might have a similar research

topic.
Scope and Limitation

The researchers limited the study in focusing on businesses in the food industry. The

respondents of the study were food business owners which had to have at least 6 months of

operation located in Paete, Kalayaan, or Siniloan Laguna. The study focuses on social media

marketing strategies which are used by these businesses particularly the ones they have proven

efficient in gaining competitive advantage. According to Chand (2014), marketing research

cannot, by itself, provide the solution or make the decision. The study will only provide relevant

information and the decision will then be made by business leaders. Since the country is on

lockdown due to the pandemic, the process of making the study is all done at home and online.

Conceptual Definition of Terms

Advertising. Advertising is the attempt to influence the buying behavior of customers or clients

with a persuasive selling message about products and/or services (Ward, 2018).

Business to Consumer Marketing. Business-to-consumer marketing, or B2C marketing refers

to the tactics and strategies in which a company promotes its products and services to individual

people: creating, advertising, and selling products for customers to use in their everyday lives

(Brenner, 2017).

Competitive Advantage. A competitive advantage is an attribute that enables a company to

outperform its competitors. This allows a company to achieve superior margins compared to its

competition and generates value for the company and its shareholders Corporate Finance

Institute. (n.d.).

Digital Marketing. Digital marketing can occur both online and offline. Digital marketing is the use

of the Internet, mobile devices, social media, search engines, and other channels to reach
consumers. Radio and TV marketing are categorized as offline digital marketing because they

involve an electronic device, yet the connection to the Internet is not necessary (Barone, 2020).

Marketing. Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers, clients,

partners, and society at large (American Marketing Association, 2017).

Marketing Strategy. A marketing strategy refers to a business' overall game plan for reaching

prospective consumers and turning them into customers of their products or services. A marketing

strategy contains the company’s value proposition, key brand messaging, data on target customer

demographics, and other high-level elements (Barone, 2021).

Social Media Marketing. The term social media marketing (SMM) refers to the use of social

media and social networks to market a company’s products and services (Hayes, 2018).

Social Media Tools. Social media tools are online forums and communities, recommendations,

ratings and reviews used to interact with other online users (Hajli, 2013). Social media outlets,

social media platforms, and social media tools are interchangeable throughout the literature.

Word of Mouth Marketing. Word of Mouth Marketing is the passing of information from one

person to another through oral communication (Mosley, 2017).

Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES

This chapter conveys a general review of the research from articles, theses, and internet

which were used as references for the completion of the thesis. It introduces the framework for

the study that incorporates the main focus of the research described in the thesis.

Foreign Literature

Marketing without a Strategy

Marketing is essential to a business because it helps the products or services be known to

the public and enter the market. It involves research, analysis, and understanding the consumers’

interests. However, no matter how thorough a marketing research is done, without a clear

strategy, it may all go to waste. Marketing without a strategy is like driving in an unfamiliar place

without a map; the destination is unclear nor there is no assurance whether when, how, or if he or

she will ever reach the destination (Messy Collective, 2021). It will be a risky journey and one that

has potential to bring harm for the business.

Poor marketing research leads to blind advertising spend; it is not wise to invest too much

on advertising or campaigns if the target market is not reached. It will only add more cost to the

business with no return on investment. The business’ performance should be monitored always
because it speaks volume whether the marketing strategy used is effective or not. Businesses

should avoid using extensive marketing strategies which became almost a routine for a long time

(Hudson, 2020). Trends may vary – a product which is in demand yesterday, may not be in

demand today. Therefore, a business must strengthen its marketing strategies by constantly

changing its approaches to match the current trends or needs of the public.

Social Media Marketing

The use of social media platform to engage with your audience in order to create your

brand, increase sales, and drive website traffic is known as social media marketing. It involves

creating engaging content for your social media accounts, listening to and engaging with your

customers, reviewing your results, and running social media ads. The major social media

platforms are Facebook, Instagram, Twitter, Pinterest, and YouTube (Buffer, 2020). There are

also a number of social media management tools available to help businesses get the most out of

the platforms; social networking sites, video sharing, social bookmarking or tagging, and blogging.

Social media networking is part of a trend known as Web 2.0, which refers to changes in

the way users and software developers use the Web (Social Media Marketing, 2021). It is a more

open approach to use the Internet that boosts innovation and information sharing. It is a

collaborative and user-driven approach to assisting users in participating and collaborating on the

Web through open applications and services. As a result, it is important that users have access to

the content; they should be able to build, upload, remix, and repurpose it.

Challenges of Social Media Marketing

According to Social Media Examiner (n.d.), about 96 percent of marketers are currently

engaging in social media marketing, but 85 percent of the participants are not sure which

methods are the best to use. Businesses continually share anything and everything on social
media, then wonder why their followers are not engaged. It's not about sharing as much as

possible to succeed on social media; in reality, if you share too much, engagement might fall due

to too much content without having enough substance. Audiences will become bored with what

the business is offering and will avoid liking, posting, and commenting on it. Audiences prefer

quality over quantity; they want blog posts that provide them with useful information and videos

that drive or amuse them.

While social media provides opportunities to increase brand awareness and customer

loyalty, there are also risks associated with engaging in a public discussion forum. A good

understanding of how to deal with negative reviews about your business is important

(NIBUSINESS INFO, n.d.). The business must be certain what post to share, how to

communicate with others, and how to project a professional image to the rest of the world.

Audience nowadays expects immediate indulgence from online interactions, with content that is

updated on a daily basis and responses to any comments they make. Handling demands is

another thing to consider by business owners.

Foreign Study

Rules of Play

According to Deighton et al. (2015), Marketing – in the form of the mish-mosh of online

posting, uploading, commenting, and sharing on YouTube, Twitter, and Instagram – may appear

haphazard, but is in fact governed by a set of rules, the rules of play. The play approach which

involves interactions between owners and consumers at the online platform – social media. Since

the development of the Web 1.0 platform where the digital age took off, marketers have been

utilizing it in different ways. International brands and local brands are no stranger when it comes
with the use of online and offline platforms. As online platforms became popular, marketers

persevere to invent playful activities to build a good relationship with consumers.

As studied by Gerdeman (2015), there are three rules outlined for marketers who play

online: Lighten up a little, when working on a marketing strategy through the use of social media,

avoid being too serious. There is no harm in making marketing strategies fun which consumers

will perceive the business as a positive and approachable brand; No risk, no result, the public

enjoys playing with brands, but it is the business’ decision whether they want to engage back to

the playful activity. If businesses play along with the public, the reward will be attention and

consumers’ engagement. However, businesses should keep in mind about some unexpected

turns in playing, hence they should be prepared no matter what; Rule out the rules, the strategy is

to be creative and flexible – as long as it does not involve deception, the public will likely play

along willingly. A good and acceptable marketing is a serious business requiring a lot of common

sense and focused understanding of the public for attracting whose attention it is planned

(Sopory, 2015). Fun plays a great part in life and it can be incorporated in marketing but it must

not be too coarse to annoy the viewers. Creating fun is never an easy task and what may seem

fascinating may lead to adverse results.

Customer Loyalty

Social media provides a great opportunity to manage customer relationships and increase

customer loyalty. Leaders can use social media monitoring tools to keep track of both positive and

negative feedback and respond quickly. Marketers could also use social media to develop

positive interactions with target audiences which increases repeat purchases and fosters long

term buyer-seller relationships (Mandal, 2017).  Social media has become a platform that is easily

accessible to anyone with internet access. Increased communication for organizations fosters

brand awareness and often, improved customer service.

Additionally, social media serves as a relatively inexpensive platform for organizations to

implement marketing campaigns. Social media often feeds into the discovery of new content such

as news stories, and “discovery” is a search activity. Social connections may also impact the

relevance of some search results, either within a social media network or at a ‘mainstream’

search engine. Perhaps the greatest value of social media marketing is the ability to foster and

engage with the huge market potential.

Social Media Marketing Brings Profits

Social media marketing can be profitable for the business when you apply best practices

with the marketing strategy. This includes specific targeting the audience, applying appropriate

message to the social media channel, and consistency. Marketing through social media is an

effective strategy for businesses in reaching their target market, and boost sales over time.

Impressions lead to revenue (Young, n.d.). Social media affects the business’ revenue by letting

the market know what the business’ offers and the value of the products and services.

Businesses should monitor behavior and trends to help them to alter what strategy is not working

and how to maintain efforts that are successful.

Local Literature

Integration of Social Media Marketing in the Philippines

Social media also levels the playing field for businesses with low marketing budgets,

allowing them to compete with bigger companies for consumers’ attention. Businesses in the

Philippines – even micro and small-scale enterprises – are using social media platforms for
customer inquiries and after-sales support (Grit PH, 2021). Customers find it more convenient to

reach businesses through social media than phone calls or emails. This is an opportunity for

businesses to build customers’ trust and loyalty. If customers are satisfied with the speed and

quality of the customer service, customers are motivated to do business with the brand again. 

Local Study

Greater Coverage

The good old days of TV commercials and printed ads are gone. Social media marketing is

the new marketing. Establishing the presence of the business in social media brings a wider area

of coverage for your customers and potential customers. Social media marketing in the

Philippines is cost effective and saves a lot (cirtusph, 2020). Businesses do not have to pay TV

ads or printed ads. Even by just publishing quality content on a social media platform can yield

significant results. Also, businesses do not have to invest in actively posting a social media

content. Followers can passively share the business’ content and help spread the existence of the

business. In order to consistently have most inbound traffic to the business’ site, it is important to

regularly post quality and engaging content that attracts the target audience. The more quality

content post, the newer leads to the site.

Chapter 3

RESEARCH METHODOLOGY

This chapter presents the research design and methodology to be used in the study. It also

describes the respondents of the study, the instruments used, and the procedure of the data

gathering and the statistical treatment of the data. This study will know the social media marketing

strategies used by local food businesses in gaining competitive advantage. The researcher would

rely on the business owner’s and manager’s answers in the survey and validate the social media

marketing strategies used to gain competitive advantage.

Research Design

This research is conducted to assess the social media marketing strategies used by local

food businesses in gaining competitive advantage. It is appropriate to use a descriptive research

design as the study aims to gather current information about the use of social media as a

marketing strategy. Quantitative method was used to collect and analyze data in this research.

The quantitative method was chosen over the qualitative method as it makes it possible to collect

a larger quantity of answers from respondents in a faster time, than through an interview or a
focus group. It is also used to gather a broader understanding of social media’s effectivity on

businesses in gaining competitive advantage.

Respondents of the Study

The respondents of the study consisted of business owners and managers of food

businesses located in selected towns of Laguna namely Paete, Kalayaan, and Siniloan. The

owners and managers are well informed about the business’ position and objectives; this

therefore makes them the best in providing the information about the business’ marketing

strategies. The number of respondents chosen, as well as the target population of business

owners and managers, was sufficient because the respondents have a general knowledge of

marketing and experience in the food industry, which was the eligibility for the participants of the

study.

Sampling Technique

Purposive sampling technique under the non-probability sampling was used for the study.

Purposeful sampling is the process of selecting participants or data sources for a study based on

their knowledge of the research topic or expected relevant data that the participant will contribute

to the study (Yin, 2011). This method was chosen since it involved a deliberate choice of

participants based on their experience, qualifications and expertise in the relevant field. The

criteria for selecting respondents are: (a) respondents should be an owner or a manager of a food
business with knowledge in marketing strategies and in using social media; and (b) the food

business should be located at selected towns from Laguna – Paete, Kalayaan, and Siniloan.

Data Gathering Procedure

Figure 2

Data Gathering Procedure

Phase 1
Preparation of
communication letter

Phase 2
Preparation of
questionnaire

Phase 3
Distribution of
questionnaire
Phase 4

Collection of data

Phase 5

Analyzation of data

The study used a survey approach to collect data for descriptive purposes. The survey was

in a form of written questionnaire filled by the respondents. The use of written questionnaire was

critical in ensuring that responses were captured within a standardized format for ease of data

analysis and drawing of conclusions. After explaining the overview of the study, the respondents

were given the option to accept or deny participation. All respondents agreed to participate and

answer each question truthfully.

Research Instruments

The instrument used in conducting the research is survey questionnaire. The

questionnaires will be used to assess the social media marketing strategies used by local food

businesses in gaining competitive advantage, as well as the challenges faced by business owners

and managers in implementing social media marketing strategies. The questionnaire which

serves as a survey form containing research questions will be evaluated and analyzed for the

researcher to determine their answers accurately. A maximum of 20 minutes was allotted for the

respondents to complete the questionnaire. The researcher contacted the business owners or

managers of food businesses located in Paete, Kalayaan, and Siniloan Laguna via email, a formal
introductory letter to explain the purpose of the study, and request permission to use their

business in the study. Their responses were tested for reliability.

Validation of the Instrument

The survey questionnaire was designed to be easy to understand and quick to complete.

To guarantee the validity of the questionnaire, it was examined and approved by experts;

research adviser, Ms. Kritine C. Camacho; Mr. Nhowell Maranan, a marketing professor and a

faculty member of Bachelor of Science in Business Administration of Philippine Women’s

University – Career Development and Continuing Education Center; and, Ms. Merandee A.

Badando, Department Head of Bachelor of Science in Business Administration Philippine

Women’s University – Career Development and Continuing Education Center.

Statistical Treatment of Data

The following statistical methods were utilized for the study to compare the social media

marketing strategies used by the local food businesses in gaining competitive advantage.

The Frequency and Percentage Distribution is used to determine the percentage of the

sample size given the population.

f
%= ×100
N

Where:

% = Percent

f = Frequency

N = Population
The total population of local food businesses located at Paete, Laguna who are qualified

for the study is 16. The researcher gathered nine responses, therefore, 50% of the total

population became the respondents of the study. A total of 8 businesses are located at Kalayaan,

Laguna, and the respondent was able to conduct the study to 50% of the population as well which

results to 4 businesses. There are 15 businesses located at Siniloan, Laguna, and 8 businesses

were the respondents of the study, consisting of 50% of the total population.

The mean is used to get the average of the statements.

Where:
Σx
X=
X = Mean N

Σx = Sum of all scores

N = Number of statements

The Pearson Product – Moment Correlation Coefficient is used to find the degree of the

association of two sets of variables, x and y or to test the significant relationship between the two

variables.
Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the data collected in the study. The analysis and interpretations of

data, whose main objective is to find out the social media marketing strategies used by local food

businesses in gaining competitive advantage, was gathered.

1. Social Media Marketing Strategies

1.1 Through Social Networking Platform

Graph 1
Graph of Social Media Marketing Strategies
Using the Social Networking Platform
Social Networking
25

20

15

10

0
Facebook Twitter Instagram Telegram Messenger
Facebook

Graph 1 shows the social media marketing strategies using the social networking

platforms. Facebook Marketing consist of 100% which means all the respondents use Facebook

as a form of marketing; Instagram Marketing with 66.7%; Messenger Facebook has 23.8%;

Twitter Marketing has two users having 9.5%; and, Telegram with no users.

Ramsaran-Fowdar and Fowdar (2013) asserted that Facebook is an effective social

media network that can provide real-time interactive responses to marketing questions and

address problems quickly. Facebook is the biggest of all the social networks, by far, based on

just about every measure – which prove the platform is still a must for marketers. Facebook has

2.74 billion monthly active users (Newberry, 2021). The statistics evidently show the importance

of incorporating Facebook into the business’ marketing strategy. It is the only social networking

platform to reach more than half of the world’s social networking population. Therefore, it can be

an incredibly effective tool for marketing if use the right way.

1.2 Through Video Sharing Platform

Graph 2
Graph of Social Media Marketing Strategies
Using the Video Sharing Platform
Video Sharing
10 9 (42.9%)
9
8 7 (33.3%)
7
6 5 (23.8%)
5
4
3 2 (9.5%)
2
1 0 (0%)
0
YouTube DailyMotion TikTok Vimeo None

Graph 2 presents the video sharing sites as a form of marketing. Majority of the

respondents does not use any video sharing sites for their marketing strategy comprising of

42.9% of the sample population; TikTok has 33.3% of the sample population; YouTube consist of

23.8%; DailyMotion has 9.5%; and, Vimeo having no users.

Video sharing site is a website that lets people upload and share their video clips with the

public at large or to invited guests. However, even if the sites are quite popular to Filipinos,

respondents are not fond of using the video sharing platform as a form of marketing. YouTube is

an example of a video sharing platform with over “one billion monthly visitors who watch more

than six billion hours of video monthly" (YouTube, 2016). YouTube is the third most visited

website worldwide where users can upload, view, comment, link videos to the site and engage in

liking, sharing, and commenting. Unfortunately, only few businesses use video sharing sites to

market their business despite the opportunities.

1.3 Through Social Bookmarking Platform

Graph 3
Graph of Social Media Marketing Strategies
Using the Social Bookmarking Platform
Social Bookmarking
14 12 (57.1%)
12
10
8
5 (23.8%)
6 4 (19.0%)
4
1 (4.8%)
2 0 (0%)
0
Tumblr Pinterest Reddit We Heart It None

Graph 3 presents the preferred social bookmarking sites as a form of marketing. Majority

of the respondents does not use any social bookmarking sites for their marketing strategy

comprising of 57.1% of the sample population; Pinterest has 23.8% of the sample population;

Tumblr consists of 19%; We Heart It has 4.8%; and Reddit with no users. Social bookmarking is

simply bookmarking sites about particular topics that people like. When a user visits a website

and finds it important, the user bookmarks it through one of the social bookmarking websites.

Just like any other website, when a huge number of users utilize a particular social bookmarking

site, that site becomes a high-ranking social bookmarking website (Faudan, 2010). Social

bookmarking websites are popular among bloggers who would blog about your website and this

means a lot of new traffic and more valuable backlinks – a vital way for social media marketing.

Despite the advantage social bookmarking platform cause to businesses, local food business

owners rarely collaborate social bookmarking platform in their marketing strategy.

2. Implementation of Social Media Marketing Strategies Affect the Local Food

Businesses in Gaining Competitive Advantage

Table 1
Mean of the Responses
in terms of Profitability

No Statement Verbal
Mean
. Interpretation
1. Business functions are integrated to Strongly Agree
serve market needs. 4.62

2. Close attention is given to after sales Strongly Agree

service. 4.57

3. Managers agree that usage of social Strongly Agree

media marketing is the key to competitive 4.76
advantage.

4. We are more innovative than our Agree

competitors in initiating social media 4.38
marketing strategies.

5. We achieve rapid response to Strongly Agree

competitive actions. 4.48

6. Keep up to date with sales and Strongly Agree

promotions by using social media. 4.62

7. Social media reduces your advertising Agree

expense. 4.38

8. Social media marketing has maximized Strongly Agree

firms profit considerably. 4.52

9. Electronic system is cost effective as Strongly Agree

compared to the traditional system. 4.57

10. We recommend the usage of social Strongly Agree

media marketing in creating strategy 4.76
which will enhance the business
performance.

Total Average 4.57 Strongly Agree

Scale Range Verbal Interpretation

1 Strongly Disagree 0 – 1.44

2 Disagree 1.45 – 2.44

3 Neither 2.45 – 3.44

4 Agree 3.45 – 4.44

5 Strongly Agree 4.45 – 5

Table 1 presents the mean of respondents’ responses on the implementation of social media

marketing strategies which affects the business in terms of profitability. The responses were

interpreted as Strongly Agree with a general mean of 4.57. The mean scores range from 4.38 to

4.76. The respondents agreed to the question numbers 3 and 10 stating, “ Managers agree that

usage of social media marketing is the key to competitive advantage,” and “We recommend the

usage of social media marketing in creating strategy which will enhance the business

performance” respectively, with the same mean of 4.76, the highest among the questions. The

responses were Agree on the question number 4 and 7 stating, “We are more innovative than

our competitors in initiating social media marketing strategies,” and “Social media reduces your

advertising expense” respectively, with same mean of 4.38, the lowest among the questions.

Wang, Cunningham and Eastin (2015) concluded that online consumer reviews have the

potential to increase sales and it is important for marketers to understand the impact and develop

a strategy to leverage the influence of reviews on purchase decisions. The results showed a

positive response regarding after sales management wherein even though the business gained

profit from a customer already, it is important to keep in touch with the customers – like getting

feedback or asking for recommendations – to provide them the best service in order for the

customers to trust the brand, as well as build a long-term relationship with the business which

will lead to profitability.

Table 2
Mean of the Responses
in terms of Customer Loyalty
No Statement Verbal
Mean
. Interpretation
1. Our commitment to serving customer Strongly Agree
needs is closely monitored. 4.81

2. Competitive strategies are based on Strongly Agree

understanding customer needs. 4.81

3. Business strategies are driven by Strongly Agree

increasing value for customers. 4.67

4. Customer satisfaction is systematically Strongly Agree

and frequently assessed. 4.81

5. Customers are targeted when we have Strongly Agree

an opportunity for competitive advantage. 4.48

6. Social media is the best way to reach a Strongly Agree

business’s targeted audience. 4.71

7. Business will achieve better results when Strongly Agree

it comes to customer loyalty and profits if 4.71
social media is integrated into marketing.

8. Social media reaches more prospect Strongly Agree

than the traditional system. 4.71

9. Social media usage improves delivery Strongly Agree

services to customers. 4.71

10. Social media usage creates an Strongly Agree

opportunity for customers to interact with 4.76
the business.

Total Average 4.72 Strongly Agree

Scale Range Verbal Interpretation

1 Strongly Disagree 0 – 1.44

2 Disagree 1.45 – 2.44

3 Neither 2.45 – 3.44

4 Agree 3.45 – 4.44

5 Strongly Agree 4.45 – 5

Table 3 reveals the mean of respondents’ responses on the implementation of social media

marketing strategies which affects the business in terms of customer loyalty. The responses

were interpreted as Strongly Agree with a general mean of 4.72. The mean scores range from

4.48 to 4.81. The respondents agreed to the question numbers 1, 2, and 4 stating, “Our

commitment to serving customer needs is closely monitored,” “Competitive strategies are based

on understanding customer needs,” and “Customer satisfaction is systematically and frequently

assessed” respectively, having the same mean of 4.81, the highest among the questions. The

statement with the lowest mean is 4.48 which is interpreted as Strongly Agree as well, stating

“Customers are targeted when we have an opportunity for competitive advantage.”

Elena (2016) examined the impact of social media strategies for developing customer

relationship management and defined social media as a tool to manage relationships with

customers and keep them closer. This is supported by the results showed at table 9, where

businesses are committed to providing the best service for the customers, ensuring that the

customers’ needs are prioritize rather than the profit-focus business.

Social media marketing offers an interactive marketing tool which allows the audience to

communicate directly with firms and for firms to engage with the consumers (Huotari, Ulkuniemi,

Saraniemi, & Mäläskä, 2015). It makes it easier for businesses to build long lasting relationship

with customers, as well as, reach potential customers.

3. Challenges Encountered by the Business while Implementing Social Media

Marketing Strategies

Table 3
Mean of the Challenges Encountered due to
Social Media Marketing Strategies Implementation
No. Statement Mean Interpretation
Lack of corporate control

1. We loss some customers when social media Neither

trending staff leave the organization. 3.05

2. Our brand has suffered bad publicity ignited by Neither

aggrieved customers on social media 2.71

3. Misunderstood posts on our social media sites Neither

act negatively on the organization and our 3.00
clients

4. We have no control on what our competitors say Neither

about us on social media. 3.71

Difficulty in determining success

5. Number of likes on social media don’t really turn Strongly Agree

into actual sales of our products. 4.52

6. We are skeptical about the effectiveness of Agree

social media. 3.76

7. Social media are over hyped as effective Agree

marketing tools 3.90

Lack of long-term relationships

8. We receive customer referrals from our social Strongly Agree

media clients. 4.76

9. We receive regular clients on social media sites. Strongly Agree

4.67
Lack of time and skills

10. Our staff are sufficiently tech savvy to Agree

participate in social media marketing. 3.90

11. It takes too long for our staff to develop Neither

substantial following on social media. 3.24

12. Analysis of social media data takes too long for Neither
them to be meaningful. 3.14
Total Average Agree

3.69

Scale Range Verbal Interpretation

1 Strongly Disagree 0 – 1.44

2 Disagree 1.45 – 2.44

3 Neither 2.45 – 3.44

4 Agree 3.45 – 4.44

5 Strongly Agree 4.45 – 5

Table 10 reveals the mean of the challenges encountered by the businesses in implementing

social media marketing strategies. The responses were interpreted as Agree with a general

mean of 3.69. The mean scores range from 2.71 to 4.76. The respondents agreed to the

question no. 6 stating, “We are skeptical about the effectiveness of social media,” with a mean of

4.76, the highest among the questions. The statement with the lowest mean is 2.71 which is

interpreted as Neither, stating “Our brand has suffered bad publicity ignited by aggrieved

customers on social media.”

Majority of the respondents agreed on being skeptical about the effectiveness of social

media, however, despite the challenge, businesses tried integrating social media into marketing

which then led them to successful usage of social media marketing strategies and gain

competitive advantage in terms of profitability and customer loyalty. Social media, when used

properly, can provide firms with a long-lasting relationship marketing tool they can use to

increase sales and customer loyalty and build awareness (Turner & Shah, 2014).
4. Relationship Between Social Media Marketing Strategies and Gaining Competitive

Advantage

Table 4
Relationship Between Social Media Marketing Strategies
and Gaining Competitive Advantage

Pearson
P-Value Decision Remarks
Correlation
Social Media Marketing
Strategies vs Gaining .587 .005 Reject Ho Significant
Competitive Advantage

The table above shows the relationship between social media marketing strategies and

gaining competitive advantage. Based on the results, there is a positive moderate correlation

between the two variables. When Social Media Marketing Strategies increase, the competitive

advantage will increase in almost half. On the other hand, the p-value result is lower than the

significant value of 0.05. This means that the researcher needs to reject the null hypothesis. In

conclusion, there is a significant relationship between the social media marketing strategies of

the businesses and gaining competitive advantage.

Chapter 5

SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents the summary of findings, conclusions, and recommendations of the

researcher according to the outcomes of the tests conducted during the study.

Summary of Findings

Based on the analysis and interpretation on the gathered data as presented, the following findings

are hereby enumerated:

1. Social Media Marketing Strategies

1.1 Through Social Networking Platform

Facebook is the most used social networking site by the respondents, consisting of 100%

which means all the respondents use Facebook for marketing; Instagram with 66.7%; Messenger

Facebook has 23.8%; Twitter has 2 users having 9.5%; and Telegram with no users. Facebook is
currently the largest social media site in the world (Newberry, 2021). Therefore, it is an excellent

platform for businesses to market their products or services to a huge audience. Business owners

and business managers utilize the Facebook platform for the business’ marketing strategy.

1.2 Through Video Sharing Platform

Majority of the respondents does not use any video sharing sites for their marketing

strategy comprising of 42.9% of the sample population; TikTok has 33.3% of the sample

population; YouTube consist of 23.8%; DailyMotion has 9.5%; and Vimeo having no users.

1.3 Through Social Bookmarking Platform

Most of the respondents does not also use any social bookmarking sites for their

marketing strategy comprising of 57.1% of the sample population; Pinterest has 23.8% of the

sample population; Tumblr consist of 19%; We Heart It has 4.8%; and Reddit having no users.

2. Implementation of Social Media Marketing Strategies Affect the Local Food

Businesses in terms of:

 Profitability

Respondents agreed that the usage of social media marketing is the key to competitive

advantage. The usage of social media marketing is highly recommended by business owners and

business managers in creating strategy which would enhance the business performance.

 Customer Loyalty

The respondents are highly committed to serving customer needs, and strongly agreed that

customer satisfaction is systematically and frequently assessed by their businesses. The usage of

social media marketing contributes to businesses shifting their marketing efforts toward building

customer loyalty and developing relationships with customers.

3. Challenges of Social Media Marketing

Majority of the respondents agreed on being skeptical about the effectiveness of social

media, however, despite these challenges, businesses tried integrating social media into

marketing which then led them to successful usage of social media marketing strategies and

gain competitive advantage in terms of profitability and customer loyalty. Social media, when

used properly, can provide firms with a long-lasting relationship marketing tool they can use to

increase sales and customer loyalty and build awareness (Turner & Shah, 2014).

4. Relationship Between Social Media Marketing Strategies and Gaining Competitive

Advantage

There is a positive moderate correlation between the two variables. When Social Media

Marketing Strategies increase, the competitive advantage will increase in almost half.

Conclusions

Based on the summary of findings of the study, the following conclusions are hereby drawn:

1. Social Media Marketing Strategies

1.1 Social Networking Platform

Facebook offers several different marketing tools businesses can use, depending what their

goals are. Facebook is one of the most important platforms for generating brand awareness and

interacting with customers (bigcommerce, 2021). Since Facebook can reach a large audience, it

has opened a whole new opportunity to the way a business can develop perception about its

products, services and marketing activities, and able to create relationships by communicating

positive image about the brand. Facebook marketing helps the businesses in improving their

reach and frequency which drive sales. Therefore, Facebook marketing has become a must for
every business nowadays, including food business owners from Laguna. Businesses located in

the province no longer have to worry being unincluded in the market due to the help of social

media.

1.2 Video Sharing Platform

Marketing through the video sharing platform is not commonly used by the food business

owners from Laguna. Despite of the popularity of other video sharing platform like TikTok and

YouTube, marketing activities of the businesses are not instituted in the sites. Marketing through

social networking platforms is what the local food businesses practiced.

1.3 Social Bookmarking Platform

Local food business owners are not fond in using social bookmarking platform as their

marketing strategy. While the number of social bookmarking sites exploded in the year 2003, in

the Philippine setting, however, social bookmarking sites aren’t as popular relative to social

networking (Iskomunnidad, 2010). Few people were familiar with the relevance of social

bookmarking; therefore, it is not commonly used by food business owners from Laguna.

2. Implementation of Social Media Marketing Strategies Affect the Local Food

Businesses in terms of:

 Profitability

Marketing through social media is an effective strategy for businesses in reaching their

target market, and boost sales over time. Impressions lead to revenue (Young, n.d.). Social media

affects the business’ revenue by letting the market know what the business’ offers and the value

of the products and services. Businesses should monitor behavior, and trends to help them to

alter what strategy isn’t working and how to maintain efforts that are successful.

 Customer Loyalty
The usage of social media marketing contributes to businesses shifting their marketing efforts

toward building customer loyalty and developing relationships with customers. Local food

businesses are customer-oriented instead of just thinking about how the business will gain more

sales. They value the customers deeply. It is important to foster the relationship with customers to

create loyal satisfied customers who are more than likely to spread the good news about the

business.

3. Challenges of Social Media Marketing

Despite the challenges encountered, businesses tried integrating social media into marketing

which then led them to successful usage of social media marketing strategies and gain

competitive advantage in terms of profitability and customer loyalty. Social media, when used

properly, can provide firms with a long-lasting relationship marketing tool they can use to increase

sales and customer loyalty and build awareness (Turner & Shah, 2014).

4. Relationship between Social Media Marketing Strategies and Gaining Competitive

Advantage

The researcher rejects the null hypothesis. In conclusion, there is a significant relationship

between the social media marketing strategies of the businesses and gaining competitive

advantage.

Recommendations

Based on the conclusions of the study, the following recommendations were made:

To Business Owners/ Business Managers

Local food businesses need to create ways to implement marketing strategies that promote

the business across social media channels such as Facebook, Instagram, Twitter, YouTube, and

other social media platform which can help gain competitive advantage. Owners or managers

should use social media to engage current and new customers, which may lead to word-of-mouth

referrals and communications. The researcher recommends to apply customers’ reviews to

improve marketing strategies and monitor social media for the consistency of delivering products

and services. Business owners should encourage managers and employees to collaborate to

support social media daily interaction, such as posting and tweeting.

To Future Researchers

The study was designed to explore social media marketing strategies used by local food

businesses in gaining competitive advantage. The researcher recommends further studies to

expand the study and conduct a broader and wider scope of the same topic which the conducted

study was not able to tackle and discuss.

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APPENDICES

APPENDIX 1

Research Instrument

Philippine Women’s University

Career Development and Continuing Education Center
Sta. Cruz, Laguna

Social Media Marketing Strategies used by

Local Food Businesses in Gaining Competitive Advantage

(Modified Social Media Marketing Strategies used by

Local Food Businesses in Gaining Competitive Advantage Survey)
Dear Respondent,

This questionnaire is designed to collect data for a research project that studies the social

media marketing strategies used by local food businesses in gaining competitive advantage.

Therefore, your genuine response to each question is very necessary for successful

accomplishment of the study. I appreciate whatever terms you may give to this project.

The questionnaire has three sections, and it takes around 20 mins to complete all

questions. Please be informed that your response to the questions will be kept confidential and

information gathered from you will be used only for research purposes and your personal

information will in no way be made public.

Please make sure that you follow the instructions for each section to answer all the questions.

Section I: General Information

Kindly respond to the question by either selecting or filling the space provided.

Name of the Business: _______________________________________________

☐ Business Owner ☐ Business Manager

Name: __________________________________________________________

1. How long has the business been in operation?

☐ 6 months – 1 year ☐ 5 – 7 years

☐ 2 – 4 years ☐ 8 years and above

2. How long have you been operating/managing the business?

☐ 6 months – 1 year ☐ 5 – 7 years

☐ 2 – 4 years ☐ 8 years and above

3. Do you use social media for marketing/promoting your business?

☐ Yes ☐ No (Proceed to Section 1b)

Section IA: I use social media for marketing my business

4. What is the objective of your business in using social media marketing?

☐ Drive store visits ☐ Improve reach and frequency

☐ Drive sales ☐ Raise brand awareness

☐ Engagement ☐ Target specific consumers

☐ Others: _____________________

5. Which type of social media platform do you use for marketing?

☐ Social Networking

☐ Facebook ☐ Instagram ☐ Messenger Facebook

☐ Twitter ☐ Telegram ☐ Others: ____________________

☐ Video Sharing

☐ YouTube ☐ TikTok ☐ Others: ____________________

☐ DailyMotion ☐ Vimeo

☐ Social Bookmarking or Tagging

☐ Tumblr ☐ Reddit ☐ Others: ____________________

☐ Pinterest ☐ We Heart It

☐ Blogging

☐ Others: ____________________

6. How long have you used social media as your marketing strategy in your current position?

☐ 6 months – 1 year ☐ 5 – 7 years

☐ 2 – 4 years ☐ 8 years and above

7. Which market does social media marketing enable you to reach?

☐ Mass Market ☐ Niche Market

☐ Differentiated Market ☐ Local Market

8. What is the average frequency of updates you have on social media?

☐ 1 post a day ☐ 2-3 posts a day

☐ 1 post every 2-3 days ☐ More than 3 posts a day

9. Through the use of social media, how often on an average is it necessary to have
contests, giveaways, or promotions, besides the regular day-to-day interaction?

☐ Every week ☐ Once in a quarter

☐ Every month ☐ Once a year

Section IB: I do not use social media for marketing my business

10. Please indicate the reasons that prevent you from using social media for marketing or
promoting your business. Select all that apply.

☐ Cost factor

☐ Not aware of social media/networking sites

☐ Too much time required to maintain the page/ads

☐ Plans to use social media/networking sites in the future

☐ Lack of expertise to use social media sites

☐ I don't think marketing on social media sites work

☐ Social media is not effective for the type of business I run

☐ My customer base is not familiar with social media sites

☐ Others: ________________________________________

Section II: Extent of Social Media Marketing

Please check (√) the box corresponding your answer based on the scores given to
express your agreement or disagreement on the following statements.

Strongly Strongly
Agree Disagree
Agree Neutral Disagree

(1) (2) (3) (4) (5)

No. Statements (1) (2) (3) (4) (5)

1. Product information on our various social media

sites persuade customers to purchase our
products/services.

2. We inform our customers of new products/

services on social media sites.

3. We give discounts to customers who order

certain products through social media sites.

4. We use social media to offer sneak peeks to

upcoming products.

5. We use social media to guarantee our

customers a superior experience.

6. We use social media to highlight our products’

uniqueness.

7. We provide for our customers to post their

successful experiences with our products on our
social media sites.

8. We carry customer satisfaction surveys on

social media sites.

9. We act on negative comment and complaints by

a customer posted on our social media sites.

10. We deliver targeted/ personalized messages to

our customers on our websites/social media
sites.
How well do you think each statement relates to your business? Please check (√) the box
from the scale below that best represents your opinion.

Strongly Strongly
Agree Disagree
Agree Neither Disagree

(1) (2) (3) (4) (5)

No. Statements (1) (2) (3) (4) (5)

1. Our commitment to serving customer needs is

closely monitored.

2. Competitive strategies are based on

understanding customer needs.

3. Business functions are integrated to serve

market needs.

4. Business strategies are driven by increasing

value for customers.

5. Customer satisfaction is systematically and

frequently assessed.

6. Close attention is given to after sales service.

7. Customers are targeted when we have an

opportunity for competitive advantage.

8. Managers agree that usage of social media

marketing is the key to competitive advantage.

9. We are more innovative than our competitors in

initiating social media marketing strategies.

10. We achieve rapid response to competitive

actions.

11. Social media is the best way to reach a

business’s targeted audience.
12. Business will achieve better results when it
comes to customer loyalty and profits if social
media is integrated into marketing.

13. Keep up to date with sales and promotions by

using social media.

14. Social media reduces your advertising expense.

15. Social media reaches more prospect than the

traditional system.

16. Social media marketing has maximized firms

profit considerably.

17. Electronic system is cost effective as compared

to the traditional system.

18. Social media usage improves delivery services

to customers.

19. Social media usage creates an opportunity for

customers to interact with the business.

20. We recommend the usage of social media

marketing in creating strategy which will
enhance the business performance.

Section III: Challenges Facing Social Media Marketing

Please check (√) the box corresponding your answer based on the scores given to
express your agreement or disagreement on the following statements.

Strongly Strongly
Agree Disagree
Agree Neither Disagree

(1) (2) (3) (4) (5)

No. Statements (1) (2) (3) (4) (5)

Lack of corporate control

1. We loss some customers when social media
trending staff leave the organization.

2. Our brand has suffered bad publicity ignited by

aggrieved customers on social media.

3. Misunderstood posts on our social media sites

act negatively on the organization and our
clients.

4. We have no control on what our competitors say

about us on social media.

Difficulty in determining success

5. Number of likes on social media don’t really turn
into actual sales of our products.

6. We are skeptical about the effectiveness of

social media.

7. Social media are over hyped as effective

marketing tools

Lack of long-term relationships

8. We receive customer referrals from our social
media clients.

9. We receive regular clients on social media sites.

Lack of time and skills

10. Our staff are sufficiently tech savvy to
participate in social media marketing.

11. It takes too long for our staff to develop

substantial following on social media.

12. Analysis of social media data takes too long for

them to be meaningful.
APPENDIX 2

Letters

Philippine Women’s University

Career Development and Continuing Education Center
Sta. Cruz, Laguna

April 17, 2021

PROF. MERANDEE A. BADANDO

BSBA Department Head
Philippine Women’s University – CDCEC
Sta. Cruz, Laguna

Dear Prof. Badando:

The undersigned is a 3rd year student taking up Bachelor of Business Administration in Marketing
Management at Philippine Women’s University – Career Development and Continuing Education
Center undertaking a research entitled SOCIAL MEDIA MARKETING STRATEGIES USED BY
LOCAL FOOD BUSINESSES IN GAINING COMPETITIVE ADVANTAGE.

In connection with this, the researcher will be needing assistance with regard to the validation of
the questionnaire necessary for the study. Knowing that you are most fit and capable to provide
such, the undersigned has chosen and would like to ask approval from you to be the evaluator.
Your response on this matter is highly anticipated.

Thank you very much.

Sincerely yours,

SHANNEN LEI D. CADAPAN

Researcher

Noted by: Confirmed by:

PROF. KRISTINE C. CAMACHO PROF. MERANDEE A. BADANDO

Research Adviser BSBA Department Head

Philippine Women’s University

Career Development and Continuing Education Center
Sta. Cruz, Laguna

April 17, 2021

PROF. NHOWELL M. MARANAN

Professor, Business Research
Philippine Women’s University – CDCEC
Sta. Cruz, Laguna

Dear Prof. Maranan:

The undersigned is a 3rd year student taking up Bachelor of Business Administration in Marketing
Management at Philippine Women’s University – Career Development and Continuing Education
Center undertaking a research entitled SOCIAL MEDIA MARKETING STRATEGIES USED BY
LOCAL FOOD BUSINESSES IN GAINING COMPETITIVE ADVANTAGE.

In connection with this, the researcher will be needing assistance with regard to the validation of
the questionnaire necessary for the study. Knowing that you are most fit and capable to provide
such, the undersigned has chosen and would like to ask approval from you to be the evaluator.
Your response on this matter is highly anticipated.

Thank you very much.

Sincerely yours,

SHANNEN LEI D. CADAPAN

Researcher

Noted by: Confirmed by:

PROF. KRISTINE C. CAMACHO PROF. NHOWELL M. MARANAN

Research Adviser Professor, Business Research
April 22, 2021

Dear Executive,
I am a third-year student taking up a bachelor’s degree in Business Administration Major in
Marketing Management at Philippine Women’s University – Career Development and Continuing
Education Center, Sta. Cruz, Laguna. I am currently conducting a descriptive study titled:

Social Media Marketing Strategies used by

Local Food Businesses in Gaining Competitive Advantage

Purpose of the Study:

This is a study about social media marketing strategies used by local food businesses in
gaining competitive advantage. The study may affect business practices for food businesses by
showcasing to business leaders the importance of an effective marketing strategy; usage of social
media marketing as a strategy can led to the business’ advantage in terms of profitability and
customer loyalty.
Benefits of the Study:
Though you will not gain any direct advantage through the participation in this study, you
will be contributing to knowledge about social media marketing strategies used by local
businesses in gaining competitive advantage. The benefit of being in the study allows your
knowledge base and feedback to be used to help food businesses explore social media marketing
strategies. Being in this study would not pose risk to your safety or wellbeing. Participation in the
study is voluntary. Your decision will be respected whether or not you choose to be in the study. If
you decide to join the study now, you can still change your mind later. You may withdraw from the
study at any time with no penalty.
Confidentiality:
Your responses will be kept completely confidential. I will NOT know your IP address when
you respond to the Internet survey. Only the researcher will see your individual survey responses.
How the findings will be used:
The results of the study will be used for research purposes only. The results from the study
will be presented in educational settings and at professional conferences, and the results might
be published in a professional journal in the field of marketing/management studies.
Contacts and Questions:
If you have any concerns or questions about this study, you may contact me at
09279185734 and/or at [Link]@[Link].
As part of the study, I would like to request authorization from you to conduct a survey with
the business owner or manager of the business for the purpose of data collection. I would also
like to ask your permission in including the business’ name in the list of respondents for the
study’s methodology and appendix. Survey questionnaires will be sent through email. Rest
assured that the data gathered will be strictly for research purposes only and will be kept with
outmost confidentiality.
Statement of Consent:
I have read the above information and agree to participate in this research. If permission is
granted to conduct the study, please review, sign and email or scan the letter of cooperation at
[Link]@[Link].

I am looking forward for your consideration.

Thank you very much!

Sincerely yours,

SHANNEN LEI D. CADAPAN

Researcher
Noted by: Approved by:

_______________________
PROF. KRISTINE C. CAMACHO Printed Name
Research Adviser
_______________________
Signature

APPENDIX 3

Resume

SHANNEN LEI D. CADAPAN

Address: 1627 Agoncillo Townhomes II Malate, Manila
Contact number: 09109385189
E-mail address: [Link]@[Link]

ACCOMPLISHMENTS

 Constant academic achiever in basic education years

SKILLS

 Speaks English and Filipino proficiently

 Can be able to manage time efficiently
 Can be able to work as individual or as a team
 Can be able to interact with people of different races
 Strong organizational skills in paperwork
EDUCATION

Tertiary:
 Philippine Women’s University – Career Development and Continuing Education Center
Sta. Cruz, Laguna
January 2020 – Present
Bachelor of Science in Business Administration Major in Marketing Management
Secondary:
 Philippine Women’s University – Jose Abad Santos Memorial School
1743 Taft Avenue, Malate, Manila
June 2016 – March 2018
Senior High School - Accountancy, Business and Management

 Commonwealth High School

Ecols St., Commonwealth, Quezon City
June 2011-March 2015
Junior High

SEMINAR ATTENDED

 (Almost) Everything You Need to Know about Research

August 19, 2017
University of the Philippines Diliman, NCPAG Assembly Hall
 Center for Excellence Leadership Training; July 20, 2015-March 24, 2016; sponsored by:
Mayor Herbert Bautista; North Avenue, Quezon City

REFERENCES

 Mrs. Sheridan Evangelista, Principal

Commonwealth High School
09359168253

 Kristine Camacho, Research Adviser

City of Bacoor National High School – San Nicolas
09052739098

I hereby certify that the above-mentioned information is true and correct to best of my knowledge and
belief.

Shannen Lei D. Cadapan