Impact of Social Media Marketing to Clothing Businesses During Pandemic in Padre

Garcia

A Senior High School

Presented to the Faculty of

PADRE GARCIA SENIOR HIGH SCHOOL

Padre Garcia, Batangas City

In Partial Fulfillment of the Requirements for

Practical Research 2

ACCOUNTANCY, BUSINESS, AND MANAGEMENT STRAND

Prepared by:

Yuna Relucio

Emely Yuen Abraham

Rachell Ann Vergara

Daniella Vergara

Maebric Mangurali

Lyka Jean Lopez

January 2022
 Impact of Social Media Marketing to Clothing Businesses During Pandemic

in Padre Garcia

Chapter I

Introduction

Business is important for economic development as it improves the quality of life and

helps to satisfy the needs of human beings. It provides employment to people which helps to

solve the unemployment problem. Business industries help in the development of the economy.

It helps in achieving countries and individuals’ self-sufficiency.

According to Ward (2020), business generally refers to organizations that seek profits by

providing goods or services in exchange for payment. However, businesses don't need to turn a

profit to be considered a business. The pursuit of profit, in and of itself, makes an organization a

business. In addition to that, an entity doesn't need to have a storefront or website to be a

business. A person selling flowers by a roadside is doing business, as they are offering a product

in exchange for a profit. A person who offers their creative skills on a freelance basis could be a

business within themself, otherwise known as a self-employed worker.

There are many types of business models, however, in terms of generalizing the

categories of business, there are three main types only. The first type refers to service, which

includes restaurants or fast-food chains. Next type of business model is in terms of

manufacturing, for instance, industrial plants and electronic products. Last one is the retail such

as clothing stores which we will be focusing in this research paper.

 

The apparel or clothing industry consists of companies that design and sell clothing,

footwear and accessories. Product categories include everything from basics, such as underwear

to luxury items, for example, cashmere sweaters and alligator-skin handbags. Traditionally,

apparel companies were wholesalers, selling large quantities of goods to retailers, which then

marked-up items and sold them to consumers at a profit. However, it becomes more difficult to

draw a line between wholesalers and retailers; most apparel companies now have both types of

operations. Too, general merchandisers and foreign companies bring more competition to the

sector. Consequently, companies in the Apparel Industry need to be nimble and highly efficient

in order to survive. Having the right product is also essential; fashion trends change frequently,

and companies need to adapt to varying consumer tastes quickly (“Industry Overview: Apparel",

2014).

In accordance to the present circumstances, the world is facing a pandemic. As reported

by WHO (2020), the COVID-19 pandemic has led to a dramatic loss of human life worldwide

and presents an unprecedented challenge to public health, food systems and the world of work.

The economic and social disruption caused by the pandemic is devastating: tens of millions of

people are at risk of falling into extreme poverty, while the number of undernourished people,

currently estimated at nearly 690 million, could increase by up to 132 million by the end of the

year. Millions of enterprises face an existential threat. Nearly half of the world’s 3.3 billion

global workforce are at risk of losing their livelihoods. Informal economy workers are

particularly vulnerable because the majority lack social protection and access to quality health

care and have lost access to productive assets. Without the means to earn an income during
lockdowns, many are unable to feed themselves and their families. For most, no income means

no food, or at best, less food and less nutritious food.

Apart from that, COVID-19 pandemic has led people to limited face-to-face interactions

whereas, internet and social media had played a big role for every people's life especially to

business owners specifically clothing businesses.

Social media marketing is the use of social media platforms to connect with your

audience, build your brand, increase sales, and increase website traffic. This includes posting

great content to social media profiles, listening to and engaging followers, analysing results, and

running social media ads.

As stated by Hayes (2021), the term social media marketing refers to the use of social

media and social network to market a company’s products and services. Social media marketing

provides companies with a way to engage with existing customers and reach new ones while

allowing them to promote their desired culture, mission, or tone. Social media marketing has

purpose-built data analytics tools that allow marketers to track the success of their efforts. In

addition to that, social media marketing campaigns have the advantage of appealing to a broad

audience at once. For example, a campaign may appeal to current and prospective customers,

employees, bloggers, the media, the general public, and other stakeholders, such as third-party

reviewers or trade groups. Sites like Facebook, Twitter, and Instagram are commonly used to

execute social media marketing.

 Padre Garcia is evidently affected by COVID-19 pandemic. Many of its enterprises may

face insolvency as a result of the pandemic, clothing businesses are among them. The COVID-19

epidemic could create an impact to its owners and consumers. As a result, business owners have

begun to recognize the marketing approach of leveraging social media to solve this issue

promptly. They can generate sales despite the pandemic by publishing and live streaming their

merchandises. However, it's still unclear whether these social media marketing efforts can help

other businesses that aren't on social media or nonetheless active on the internet but still on the

market.

The researchers feel the effects of pandemic to some businesses of Padre Garcia. This

study aims to examine the sales and demands of clothing businesses of those who are active and

using social media as their marketing strategy and those who aren’t using social media marketing

strategy during pandemic. The researchers perceive the impact of social media marketing to

clothing businesses as a whole. Taking into consideration the essence of understanding this issue,

they are encouraged to conduct this study. They are encouraged to determine the impact of social

media marketing for clothing businesses to the business owners and consumers of Padre Garcia.

After assessing these variables, this study may be able to assist businesses in addressing

marketing issues during a pandemic, thereby strengthening and improving sales and demands of

businesses. Furthermore, the researchers aim to come up a study to educate business owners and

consumers about the benefits of using social media as a marketing tool and a place to shop for

goods. This may aid them in comprehending the problem and, as a result, initiating efforts to

mitigate the impact on the marketing strategy during a pandemic.

Statement of the Problem

The purpose of this study is to identify the impact social media marketing to clothing

businesses during pandemic in Padre Garcia, it seeks to answer the following questions:

1. What are the difference social media marketing strategies that clothing businesses in

Padre Garcia, Batangas engage during pandemic?

2. What are the perceived effects of social media marketing to clothing businesses in

Padre Garcia, Batangas during pandemic?

3. What are the social media marketing issues that the clothing businesses in Padre

Garcia, Batangas face that affect their sales and demand during pandemic?

Scope and Delimitation

This study focuses on the impact of social media marketing to online clothing businesses

in Padre Garcia, Batangas. The main objective of this study is to know how entrepreneur keep up

with the demand of technology nowadays. To keep up with the fast pace of change or risk being

outdated. It is to be conducted within the first and second quarter of the period of School Year

2021-2022.

The scope of the study has been limited to social media marketing only, conducted at

Padre Garcia, Batangas where different types of online users and apparel business are emerging.

The target respondents are owners of clothing businesses in Padre Garcia who generate their

income thru social media during pandemic. Each of the respondent will be given questionnaire

via messenger or any messaging platforms respectively.

Significance of the Study

The study focused on explaining the impact of social media marketing to online clothing

businesses in Padre Garcia, Batangas. Moreover, the results of the study will be beneficial to the

following:

Respondents. The respondents will have an awareness on the importance of social media

marketing to keep up with the demand in this time of pandemic.

Teachers/Handling Business Subjects. The result of the study will help the teachers/mentors

provide encouragement to use social media to generate brand awareness, leads, sales, and

revenue clothing businesses to students/mentees. This may also increase their competency.

ABM Students. The students may benefit from this to improve their awareness about impact of

social media marketing to clothing businesses especially during pandemic. This will also be a

guide to them to be basis and information for a future study.

Entrepreneurs. The entrepreneurs may benefit from this by helping clothing business markets

know the impact of social media marketing and possibly apply it to their business venture. It is

also a basis of changes they would want to implement in their business in terms of marketing in

the future. Furthermore, it will be of help with adapting to issues and challenges met with

marketing of clothing businesses during pandemic.

Conceptual Framework

Social Media Marketing is one of the platform to

promote a clothing business during pandemic in Padre
Garcia. Social Media Marketing can also affect the rate
of sales in a clothing business despite of the pandemic in
Padre Garcia.

Social Media
Marketing during
Clothing Business
Pandemic in Padre
Garcia

 Costumer Sales
 Clothing business
owners/entrepreneurs

Issues that clothing Different Social

business face Media
during pandemic. Marketing
Strategies.

Effects of Social
Media Marketing

Impact of Social media Marketing to Clothing Business in Padre Garcia during

Pandemic. Social Media Marketing is one of the effective platform to promote a clothing
business during pandemic in Padre Garcia. As a clothing business increase/decrease its sales

there are a lot of factors that affects it and some of those are the Issues that clothing business face

during pandemic, the effect of social Media Marketing and different social media marketing

strategies that helps to run a clothing business. The Costumers and Clothing business owners are

the main action doer in the research topic.

 Chapter II

Review of Related Literature

This chapter includes the ideas, articles, finished thesis, generalizations or conclusions,

methodologies, and others. Those that were included in this chapter helps in familiarizing

information that are relevant and similar to present study.

Foreign

The social crisis (external circumstances of the pandemic) and brand crisis (internal

concerns involving their employees and suppliers) affects the sales and demands of retailers

during pandemic worldwide. As a result, fashion stores had to deal with both crises by exhibiting

effective crisis response tactics. The global fashion shops that displayed their views toward the

epidemic and the internal challenges aggressively focused on the media and recognizing

consumers' expectations toward merchants' responsible responses during the pandemic. For

example, the global fashion retailers (e.g., Gucci, Ralph Lauren, and LVMH) responds quickly,

gives more effort across the evolving world of crisis, and effectively utilized media to promote

their brand. With such media exposure, these clothing brands remain perceivable. (Samaha,

2020).

According to a study by Gary H.: ‘Importance of Social Media Marketing’ (2020), 59%

of the world’s population are online users. Thus, marketers should rely on digital platforms

where they can reach the maximum number of potential customers compared to print marketing,

traditional, and others. Social media marketing needs to be used by businesses because it enables

them to reach large number of people within seconds while minimizing the cost. Creating an
influential social media presence is the key to having persuasive and appealing content that

would attract customers instantly.

The media also helped on giving information and updates about people who's been

removed on the clothing industry because of pandemic. Media became an effective medium in

giving jobs to delivery men and information technology graduates as they tandem with clothing

businesses during pandemic as stated in a study by Oi and Hoskins et al. (2020). This shows that

although there are many people that lost their place in garment industry, by the help of media and

media knowledge there are also other people who had new opportunities in the industry and are

able to contribute to the elevation of sales in the business.

Having business during digital era can be of great benefit if it’s used fully and correctly

by entrepreneurs or business owners. As stated by Andrew M. (2020), customers have increased

their use of social media for identifying products, collecting information about a product,

evaluating services, and making purchases.

Local

According to an article by IndustriAll Global Union (2020), there is mass displacement,

loss of income and reduction of working hours due to lack of walk-in customers in clothing

businesses as part of safety protocols during Covid-19 pandemic. More than 30% of employees

are reduced and financial liquidity ran low specially on walk-in stores. This resulted to shifting

of businesses and even complete closing because of bankruptcy and shortage of capital.

Although many businesses−both small- and large-scale experience crisis, other clothing

businesses are on its peak during the pandemic. As stated in an article by Renz Homer S.
Arreola: ‘The new normal of increased online business transactions’ (2020), technology has

transformed social media platforms to an ‘infinite marketplace’ because of its convenience and

efficiency to both entrepreneurs and costumers. E-commerce websites such as Shopee and

Lazada are leading online shopping platforms with expected surges in sales revenue in millions

of pesos during Covid-19 pandemic. The pandemic made these platforms an absolute necessity

to people.

According to Molina et al. (2017), one of the most important factors and effect of social

media is the fast rate of dissecting information into different analysis which helps to construct

marketing strategies which will make the Information and Communication Technologies (ICTs)

stronger and reliable in generating business innovations. Through the construction and

socialization of information business ethics, it can lead to profit. It can also mirror the

effectiveness of social media marketing in the innovative world of business.

Marketers should also possess the ability to accommodate power and knowledge in

generating each different platform as media is emerging day by day not only on their brands but

also on consumer behavior. This is the key to become better and give good results that is

achieved through effort and knowledgeable instincts. Social media has been boosted in the times

of crisis which will enhance the abilities of marketers to defend their place in the competing

business world. (Balas, 2019).

 Chapter III

Research Methodology

This chapter discusses the methods that will be used in the collection and analysis of data

to answer the primary and secondary research question of the study. It also explains the research

design, sampling techniques and data collection methods to be used; and describe how the

collected data from the research will be analyzed.

Research Design

This research used Descriptive Research design under the Qualitative research to

implement and finish this study. According to Manuel and Medel, Descriptive Research describe

what is. Involve the description, recording analysis and interpretation of the present nature,

composition or processes of phenomena. The focus is on prevailing conditions, or how a person,

group, or thing behaves or functions in the present. It often involves some type of comparison or

contrast.

Subject of the Study

The researchers selected 30 both clothing business owners and costumers here in Padre

Garcia purposively in the process of creating the study. According to Crossman (2018), a

purposive sample is a non-probability sample that is selected based on characteristics of

population and the objective of the study. It is also known as judge mental, selective, or

subjective sampling. They were selected as a main provider of information needed in this study.
Research Instrument

In this study, the researchers will be using the questionnaire. The questionnaire is a set of

arranged questions carefully prepared to be answered by clothing business owners in Padre

Garcia, Batangas that engages in social media marketing during pandemic. The first part of the

questionnaire will ask about the owner’s sales and demand before engaging in social media

marketing and the second part is how engaging to social media marketing affected their sales and

demand during pandemic. We will use Recession in measuring the impact of social media to the

respondents.

Data Gathering Instrument

The researchers constructed a questionnaire as instrument for gathering the necessary

data.

These were designed to draw out objectives that would answer the queries in the study.

Past related studies served as the bases and guide in the construction of the questionnaire.

Construction. The questionnaire was divided into three parts.

Part I comprised queries about social media marketing strategies of clothing businesses

during pandemic in Padre Garcia, Batangas.

Part II contained queries about the perceived effects of social media marketing to the

sales of clothing businesses.

 Part III provided queries about the issues regarding the social media marketing of

clothing businesses in Padre Garcia, Batangas that affect their sales and demand during

pandemic.

The questionnaire was constructed in English language for the better understanding of the

respondents.

Validation. The first draft of the questionnaire was submitted to the adviser for the

constructive criticism.

The critic is the adviser from this school. Comments and suggestions from the expert

were applied for the improvement of the set of questions. These evolved from the content and

technicality of the questionnaire. Then, the researchers edited the instrument, and submitted it to

the adviser for final checking and approval.

Administration. First, the researchers made a google form that contains the survey

questions. Then, they get the permission of the respondents on the purpose of the survey and the

value of the result that might evolve from here. They were given the assurance that every aspect

in the questionnaire would be used for research purposes only and would be treated with the

highest degree of confidentiality.

Scoring of Responses. After completing the survey questionnaire, it was extended to the

statistician for the computation of value and for statistical treatment of data.
 The following scale with the corresponding description or interpretation was applied to

assess the responses in the questionnaire.

For the social media marketing strategies of clothing businesses in Padre Garcia,

Batangas.

Scale Range Verbal Interpretation

5 4.5 – 5.0 Always

4 3.5 – 4.49 Often

3 2.5 – 3.49 Sometimes

2 1.5 – 2.49 Seldom

1 1.0 – 1.49 Never

For the perceived effects and issues of social media marketing to the clothing businesses

in Padre Garcia, Batangas.

Scale Range Verbal Interpretation

4 3.5 – 4.0 Strongly Agree

3 2.5 – 3.49 Agree

2 1.5 – 2.49 Disagree

 1 1.0 – 1.49 Strongly Disagree

Data Gathering Procedure

After our research team gathering enough information from reading books, journals and

thesis that are somewhat connected to our research topic, our team start to build a questionnaire

that answers our Statement of the Problem. After finalizing our indicators, variable and the who

research questionnaire, we will be conducting our data gathering procedures in our chosen

clothing business owners at Padre Garcia Batangas.

Statistical Treatment of Data

In order to answer the problem posted in this study, the following statistical tool and

treatment was used:

Mean. This helped to determine the manifestation of social media marketing in terms of

the strategies, effectiveness, and issues to clothing businesses in Padre Garcia, Batangas. More

so, it was also employed to provide answers on the perceived effects of social media marketing

to the sales and demands of clothing businesses in Padre Garcia, Batangas during pandemic.
 CHAPTER IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter deals with the presentation, analysis and interpretation of data gathered

through the questionnaire administered to the clothing business owners in Padre Garcia,

Batangas that engages in social media marketing during pandemic. It provides the answers to the

questions raised in the statements of the problem.

Tables 1-3 illustrate the evaluation of the respondents in terms of the impact of social

media marketing to their clothing business during pandemic.

1.1 Strategies. Table 1 shows the social media marketing strategies clothing business owners in

Padre Garcia Engage during pandemic.

Table 1

Social Media Marketing Strategies

Item Weighted Mean Verbal Interpretation

1. I use a page in 4.66 Strongly Agree

promoting my

business.

2. I post my products to 4.83 Strongly Agree

gain buyers.
 3. I use chatbot to initial 4.46 Strongly Agree

interact with my

customers.

4. I show my products 4.46 Strongly Agree

on live to gain buyers.

5. I post an item once, 4.36 Strongly Agree

twice, or thrice a

week.

6. As much as possible I 4.66 Strongly Agree

make my products

budget friendly.

7. I post products in my 4.43 Strongly Agree

social media page as

frequent as possible.

8. I give discounts and 4.63 Strongly Agree

promo to attract future

customers in buying

my products.

Composite Mean 4.56 Strongly Agree

The table mirrors that the business owners of clothing businesses in Padre Garcia

strongly agreed on using social media as a marketing strategy of their clothing businesses with

composite mean of 4.56

 With the weighted mean of 4.66, it was strongly agreed those owner of clothing

businesses in Padre Garcia use pages in promoting their businesses. Also, according to Ali

Parmelee (2015) Customers who like a business on Facebook Page are 79% more likely to make

a new purchase than non-fans. A 2015 study found that 52% of consumers were influenced by

Facebook when making both online and offline purchases—and rising.

Respondents strongly agreed on posting their products on social media to gain more

buyers with weighted mean of 4.83. To support this indication, according to Lindsey Wigfield

(2021) posting regularly on social media is important because it helps the business stay top-of-

mind to customers. It is more likely to generate leads using social media when it is memorable.

Posting on social media makes it more visible and memorable to potential customers. By posting

regularly, it make sure that customers see more of the business.

Respondents also agreed that using chatbot to initial interact with customers helps their

business grow with the weighted mean of 4.46. This trend mirrored Snigdha Patel (2022)

chatbots can help automate marketing communication and ensure instant and timely responses to

customers. By making conversational AI chatbots a part of marketing initiatives, your business

can also push customers seamlessly through the sales funnel and drive conversions.

Having the weighted mean of 4.46, it was also strongly agreed that live selling the

products gain more buyers. With the analysis of accumulated data from the responds selected
business owners, it could be implied that live selling their products on social media attracts and

gain more customers.

With the weighted mean of 4.36, it was strongly agreed that posting once, twice, or thrice

a week of their products create more sales. Among the given indicators, this acquired the least

weighted mean. Perhaps, some of the respondents were neither knowledgeable nor aware in

updating their social media once, twice, or thrice a week to create more sales. However, most of

them were still able to determine and understand this specific matter by the simplest description

that they know.

With the analysis of accumulated data from the response of the selected respondents, it

could be implied that social media manifests in some business owners of clothing businesses in

Padre Garcia taking into consideration the aspect of marketing strategy.

Having the weighted mean of 3.87, it was also evident that the direction of would

changes. Among the given indicators, this acquired the least weighted mean. Perhaps, some of

the respondents were neither knowledgeable nor aware in the idea wind patterns. However, most

of them were still able to determine and understand this specific matter by the simplest

description that they know.

With the analysis of accumulated data from the response of the selected residents, it

could be implied that climate change manifests in Lipa City taking into consideration the aspect

of climatic condition.
2.2 Effectiveness. The table 2 shows the effectiveness of social media marketing, most

specifically−to the sales of clothing business in Padre Garcia Batangas amidst pandemic.

Item Weighted Mean Interpretation

After engaging to social 4.33 Agree

media for marketing my sales

increased by 3-5% or more

Using social media increased 4.40 Agree

the demand within my

costumers, thus elevated the

business in a new entire level

The shares and reactions on 4.20 Agree

my posts gains more sales on

my business

Social Media allows for easy 4.20 Agree

brand building generating

profits and customers

The number of time spent by 2.93 Neutral

the users engaging in social

media help in promoting my

business
 Social media marketing 4.60 Strongly Agree

makes my brand visible,

increasing consumers' ability

to find information

Using social media allows me 4.53 Strongly Agree

to engage and interact with

consumers, unlike any other

advertising platform

Social media allows me to 3.87 Agree

make necessary product

adjustments easily

Composite Mean 4.13 Agree

Table 2

Effectiveness of Social Media Marketing (Sales)

The table shows that the clothing business in Padre Garcia shows various level of

effectiveness with the help of Social Media Marketing with a composite mean of 4.13.

With a weighted mean of 4.33 sellers agreed that their sales increased by 3-5% after

engaging to social media marketing. According to Smith (2019), 73% of online marketers agree

that their efforst in implementing social media marketing strategy for their business have been
effective. He additionally added that 2 million business today use Facebook Advertising for

promoting their products and services.

Majority of the respondents also agreed that social media allows for easy brand building

generating profits and customers, earning a weighted mean of 4.20. in quote by Yna Lyza Roldan

(a respondent), she stated that:

"Mas madali akong makakakuha ng buyer kapag pino-post ko sa Facebook ang mga

products na binebenta ko. Minsan nakakakuha ako ng sampu at mahigit pang order sa isang

araw"

(It's easier to gain buyers when I'm posting my products on Facebook sometimes I get

more than ten or more orders each day)

Yna also added that:

"Mas nakaka boost ng confidence as a seller kapag madami kang likers at sharers sa
iba't ibang lugar, mas madaming makakakita ng post mo kaya mas dadami ang customer mo"

(It's also easier if you have different friends and followes in different places that likes
and shares your post so many people will see your posts, it boosts my confidence as a seller)

From this quote, it is evident that the shares and reactions on the post gains sales in the
business with a weighted mean of 4.20.

Adel (2019) stated in her article"Filipino spend 'most time' on social media in the
world" which means that the number of time spent by the user engaging in social media help in
promoting their business with a mean of 2.93.
 Respondents strongly agreed that social media marketing makes their brand visible,
increasing consumers' ability to find information with a weighted mean of 4.60 platform users
gains followers and friends which serves as one of the key proponent in spreading informations
within its users.

Social Media Marketing is increasing word of mouth in young consumers when young
consumers post and image and tag a brand (Caroll, 2015). This means that consumers' taste can
be a great factor in generating brand and business ideas among sellers, thus creating demands
and can elevate the business in a new entire level.

Respondents also agreed that, social media allows them to make necessary product
adjustment easily, with a weighted mean of 3.87 this is primarily because lf the trends posted in
different social media sies. Sellers can create and idea ln what business can be put up.

Social media refers to websites and applications that are designed to allow people to
share content quickly, efficiently, and in real time (Hudson,2019). It allows the users not only to
communicate but interact and engage (Fotis,2015). The primary role of social media is yo
communicate and engage earning an easier way for sellers and customers to interact and propose
their opinions and feedbacks unlike any other platforms.

Item Weighted Interpretation

Mean

1.Viewers can’t see high-definition pictures of the product. 4.33 Agree

2.Poor connection interrupts live selling in social media. 4.63 Strongly

Agree
 3. Seller responds slowly because of flooding of messages 4.06 Agree

4. ‘Expectation vs. reality’ of products 4.23 Strongly

Agree

5.Seller finds it hard to engage and find followers 4.26 Agree

6. Having a hard time targeting the right platform and 4.3 Agree

audience for maximum engagement

7. Limited social media budget 3.89 Agree

8. Have troubles in staying inspired, optimistic and 3.65 Agree

consistently creating and executing strategies

Composite mean 4.16 Agree

3.3 Issues. Table reveals the assessment of the respondents regarding the issues clothing

business owners in Padre Garcia Batangas face while engaging to social media marketing during

pandemic.

Table 3

Issues Regarding Social Media Marketing

The table shows that the clothing businesses in Padre Garcia face numerous issues while

partaking in Social Media Marketing with a composite mean of 4.16.

With a weighted mean of 4.33, clothing businesses owners struggle with viewing high-

definition pictures of the product they post. Thus, resulting to a hard time targeting the right

platform and audience for maximum engagement. According to Nichhols (2022), Facebook

compresses all images uploaded to it automatically. This results to inevitably poor quality of
images. This is an issue to business owners since pictures must be of high quality and Facebook

is one of the most used apps that allows mass exposure.

Majority of the respondents also agreed that poor connection interrupts live selling in

social media. In a quote by Helaine Macalalad (a respondent), she stated that:

“Pag mahina ang internet ay nagiging putol-putol ang live. Tapos bumababa ang views

kasi nawawala ang connection at nagiging blurred ang resolution. Ang ending ay konti

lang ang nagma-mine ng paninda namin.”

(When there is no or low connection on the internet, the live becomes interrupted. This

will result to low views because the costumers get impatient, and the resolution of the

video will be low as well. In the end, we will have low profit because there is only few

viewers and engagements.

In Ookla's April 2021 report, the Philippines was ranked 84th in mobile internet speeds

and 80th in fixed broadband speeds. For mobile internet, the Philippines had an average

download speed of 29.12 megabits per second (Mbps) and fixed broadband connections had an

average speed of 49.31 Mbps. This made it hard for online sellers to have an edge in the market

especially if they don’t have the capacity to afford a costly internet connection. Low connection

can also delay the response of seller to the queries of its costumer as strongly agreed by the

respondents with a weighted mean of 4.06.

Respondents strongly agreed that their expectations of the product are often not reached

as they see the product in person with a weighted mean of 4.23. It is a challenge for sellers to

meet their costumer’s expectations in an online transaction. To support this claim, a study by

PlayPlants (2020), costumers often get disappointed with products that came from online

transaction because they look so much better and enhanced in pictures, unlike in person.
 With a weighted mean of 4.26, the respondents agreed that sellers often find it hard to

gather engagements and followers. It is because of the wide range of users, there will also be a

wide range of competition between sellers. Most of the prominent sellers are already well-known

influencers/ individuals or those that can pay well-known people to advertise their products.

Thus, making it hard for starting/small business to have an edge in the market.

Respondents also agreed that having low social media budget is an issue they face while

engaging to Social Media Marketing with a weighted mean of 3.89. This is because social media

can be costly as well.

According to an analysis conducted by The Content Factory (2020), the average

organization spends between $200 and $350 per day on social media marketing. This works out

to between $6,000 and $10,500 per month or between $72,000 and $126,000 per year. Not all

businesses can afford such costs in marketing a product and without these means they will find it

hard to compete with other businesses that can afford the costly advertisements online.

With a weighted mean of 3.65, respondents agreed that they have troubles in staying inspired,

optimistic and consistently creating and executing strategies. business owners worldwide face

many online selling problems as they adapt to digital commerce.

Agarwal (2018) stated that psychological research has shown that comparisons abound

on social media can contribute to anxiety and severe stress. The stress of using social media to

establish a small business is causing social media fatigue among business owners. Online

business owners are terrified at the prospect of posting resulting in irritability, anxiousness, and a

lack of focus. Small online business owners frequently interpret the loss of social media

followers and lack of participation as a lack of connection with their brand due to changing

Facebook and Instagram algorithms.

 With the analysis of the accumulated data from the response of selected clothing business

owners in Padre Garcia, it could be implied that the issues the owners face while engaging to

social media marketing are taken into consideration and is widely known.

CHAPTER V

SUMMARY, CONCLUSION AND RECOMMENDATION

This chapter discusses the summary of the study, conclusion and the recommendations

that the researchers see fit to base on the findings.

Summary

This study used descriptive method. The respondents were 30 both clothing

business owners and costumers here in Padre Garcia Batangas.

 Purposive Sampling Technique was used in this study. A researcher-made survey

questionnaire was used in gathering data. The questionnaire was divided on two parts. The first

part of the questionnaire will ask about the owner’s sales and demand before engaging in social

media marketing and the second part is how engaging to social media marketing affected their

sales and demand during pandemic. The distribution of questionnaire was personally done by the

researcher.

The data were complied, sorted out organized and tabulated. The statistical treatments

used Recession in measuring the impact of social media to the respondents.

Findings

1. The studies have shown that by using social media marketing strategies in Padre Garcia

clothing store owners can influence aspects of their marketing strategy during pandemics

with a combined average score of 4.56

2. The study showed that the effectiveness of Social Media Marketing is positively

correlated with customer engagement.

3. The study revealed that the common issues regarding the social media marketing are

having a poor connection interrupt during live selling in social media, the ‘Expectation

vs. reality’ of products, etc with a composite mean 4.16

Conclusion

1. Mostly of the entrepreneurs in Padre Garcia use social media platform to promote

their business and to attract potential costumers

 2. Mostly of the entrepreneurs in Padre Garcia that use social media as their platform in

selling their product has a sales increase by 3-5% after engaging to social media

market.

3. Mostly of the entrepreneurs in Padre Garcia has a hard time dealing with the quality

pictures of products that may affect their sales and costumer targeting that can cause

to the decrease of sales.

4. Mostly of the entrepreneurs that post their product online gain more loyal costumers

and increase their sales.

Recommendation

Based on the findings and conclusion of the study, the following are suggested:

1. Improving customer experience through monitoring and responding to social media

marketing.

2. Have gained a deep enough understanding regarding each of the networks. Then enhance

social media campaign.

3. Always updating statuses will give you a huge boost to achieve a top-notch social media

campaign.

4. As a business owner, you must think of giving the best price for the best product or

service.

5. Future studies may use this current study in looking for more information concerning the

impact of social media marketing to clothing businesses during pandemic.