Evaluating the Effectiveness of Selected Social Media Applications in Online Business Marketing

Abstract

This study evaluated the effectiveness of selected social media applications in online business marketing. Specifically, the study aimed to: (1) determine the social media applications used for online business marketing activities; (2) analyze the effectiveness of selected social media applications in promoting online businesses; and (3) identify significant effects of these applications on online promotion and selling. The study followed a descriptive research design. It was used to describe the effectiveness of online business marketing through social media applications and to outline the business profile of the participants. The research method involved analyzing data collected from participants through survey questionnaires. This method was also used to determine the significant impact of social media applications on online business promotion and selling. In addition, the researchers used quota sampling to determine the number of participants. Data were gathered using a self-administered survey questionnaire, which was distributed to thirty-five (35) online sellers. Data collection took place from October 2020 to January 2021. As a result, most participants had been operating their businesses for one to five years (51%). Additionally, a majority (66%) reported earning a profit ranging from 1 peso to 5,000 pesos, primarily using Facebook to promote and sell their products or services. Furthermore, based on the findings and results, the use of social media applications was found to have a significant effect on online promotion and selling.