臺灣博碩士論文加值系統

摘要

中小微型企業是菲律賓經濟增長的支柱。微型企業約佔所有企業的 88.77%。以就業而言，它是該行業的巨大提供者之一。然而，該國正經歷著高達 12.2% 的巨大商業失敗率。由於無利可圖和財務問題，菲律賓的微型企業倒閉。然而，主要問題之一是缺乏戰略營銷方法，這不僅在國內普遍存在，在美國也同樣的普遍存在。
這項定性多案例研究的目的是製定有效的社交媒體營銷策略，以幫助菲律賓的微型企業保持活力。六家成功運用有效社交媒體營銷策略的各行各業的微商通過視訊通話界面進行了深度訪談，並對他們的社交媒體帳號進行了分析。基於調查結果，研究人員基於營銷模型 AIDA（注意力、興趣、慾望和行動）提出了使用社交媒體作為營銷工具的策略。 AIDA 模型是一種廣為人知的營銷理論，其中潛在客戶會經歷一系列認知階段，引導他們進行最終購買。
對參與者社交媒體賬戶的分析表明，Facebook是他們營銷業務的主要工具。深度採訪還披露了可能有助於當前和未來微型企業的社交媒體指標和建議。本研究中製定的社交媒體營銷策略將指導微型企業提高其業務的長期生存能力。

Abstract
Micro, small, and medium enterprises is the backbone of the Philippines’ economic growth. The micro enterprise constitutes of about 88.77% of all businesses. It is one of the sectors’ huge providers in terms of employment. However, the country is experiencing a huge business failure rate that accounts to 12.2%. Micro businesses in the Philippines fail due to non-profitability and financial issues. However, one of the major concerns is because of the lack of strategic marketing approach, and this is not only prevalent in the country but also in the United States.
The aim of this qualitative multiple case study was to develop effective social media marketing strategy that will help micro businesses in the Philippines to remain viable. Six micro businesses from various industries who have successfully used effective social media marketing strategy have undergone an in-depth interview via video call interface and an analysis of their social media accounts. Based on the findings, the researcher proposed a strategy for using social media as a marketing tool based on the marketing model AIDA (Attention, Interest, Desire, and Action). The AIDA model is a widely known marketing theory where potential customers go through a series of cognitive stages that lead them to make a final purchase.
The analysis of the participants’ social media account revealed that Facebook is their main tool in marketing their business. The in-depth interview also disclosed social media metrics and advice that might help current and future micro businesses. The developed social media marketing strategy in this study will serve as a guide to micro businesses to improve their business long-term viability.

Table of Contents
PRELIMINARY PAGES
Cover Page i
Title Page ii
Declaration iii
Approval Sheet iv
Dedication v
Acknowledgement vi
Abstract vii
Table of Contents ix
Tables and Figures xii

CHAPTER 1 INTRODUCTION
1.1 Introduction 1
1.2 Background of the Problem 3
1.3 Problem Statement 5
1.4 Purpose Statement 6
1.5 Nature of the Study 7
1.6 Research Question 8
1.7 Key Terminologies 8
1.8 Assumptions, Limitations, and Delimitations 9
1.8.1 Assumptions 9
1.8.2 Limitations 10
1.8.3 Delimitations 10
1.9 Significance of the Study 11
1.10 Contribution to Business Practice 12
1.11 Implications for Social Change 12



CHAPTER 2: LITERATURE REVIEW
2.1 Introduction 14
2.2 MSMEs in the Philippines 15
2.2.1 Micro Enterprises 20
2.3 MSME & BMBE Growth and Development Challenges 21
2.4 Social Media 24
2.4.1 Social Media in the Philippines 27
2.4.2 Facebook 28
2.4.3 Instagram 29
2.4.4 Tiktok 31
2.5 Social Media Marketing 32
2.6 AIDA Model 33
2.7 Adopting AIDA model as Social Media Marketing Strategy 37
2.8 Transition & Chapter Summary 39

CHAPTER 3 - METHODOLOGY
3.1 Introduction 40
3.2 Purpose Statement 40
3.3 Role of the Researcher 41
3.4 Participants 43
3.5 Research Method & Design 44
3.5.1 Research Method 44
3.5.2 Research Design 45
3.5.3 Research Guideline & Conceptual Framework 46
3.6 Population and Sampling 48
3.7 Ethical Research 49
3.8 Data Collection Instruments 49
3.9 Data Collection Technique 50
3.10 Interview Questions 51
3.11 Data Organization Technique 53
3.12 Data Analysis 54

CHAPTER 4: DATA ANALYSIS & RESULTS
4.1 Introduction 55
4.2 Presentation of the Findings 55
4.2.1 Participants’ Demographic 56
4.2.2 Social Media Use 56
4.2.2.1 Facebook 57
4.2.2.2 Instagram 59
4.2.2.3 TikTok 60
4.2.3 The Social Media Marketing Strategy Based on AIDA Model 61
4.2.4 Metrics and Advice 65

CHAPTER 5: SUMMARY & CONCLUSION
5.1 Application to Professional Practice 68
5.2 Implications for Positive Social Change 69
5.3 Recommendations 70
5.3.1 Recommendations for Action 70
5.3.2 Recommendations for Future Research 71
5.4 Conclusions 72

References 74
Appendix A: Interview Guide Questions 88
Appendix B: Data Collection and Interview Protocol 90





Tables and Figures
List of Tables
Table 1 - Marketing History 2
Table 2 - Guide for article searching 15
Table 3 - Comparative Summary Statistics for All Wholesale and Retail Trade; Repair of Motor Vehicles and Motorcycles Establishments: Philippines, 2017 and 2016 18
Table 4 - Social Media History 24
Table 5 - Quarterly Facebook Users Worldwide 2021 29
Table 6 - TikTok Users Worldwide in 2021 31
Table 7 - Interview Questions 52
Table 8 - Participants’ Demographic 56
Table 9 - Social Media Followers 57
Table 10 - Social Media Marketing Strategy Based on AIDA 64

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