Empirical Evidences of Social Network Advertising Impacting on SMEs in Philippines

• Main Authors: Martin Jose, 馬丁
• Other Authors: Huei-Sheng Tu
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/88628336605822641788

碩士 === 銘傳大學 === 企業管理學系碩士班 === 100 === This study examined the evidences that social media marketing, through social network advertisements (SNA) are measured as a marketing activity for small and medium scale enterprises (SME) in Philippines. It has been documented that SME''s marketing activities cannot be measured or perhaps defined using one single variable. However, this paper extracted the most common measurements based on the past research papers that interpret SME marketing activities, and consequently measurements, as subjective and highly dependent on the business nature of the SMEs. A framework was formed to group the type of marketing activities based on marketing objectives, supported by the management goals, measured through KPI''s and grouped with the type of social media marketing goals strived. The impact of such activities are discussed and verified through an in-depth interview with SME companies varying in engagement level in social media and social network advertising. The research conducted used qualitative methods and was applied to five SMEs in Philippines with varying degree of engagement to social media, age of business and industry type. Using thematic coding and analysis, seven themes are formed and summarized that while social media for business use is at its birth phase in Philippines, most companies have not yet understood its use and impact in business to have significant reason for measurement analysis. However, from the conducted interviews, key measurements appeared in the form of profit margins, market reach, and lead generation, even though all of which not yet translated by the SMEs as measures for effective marketing.