Bulacan State University Bustos Campus

Bachelor of Science in Business Administration Page |1

BC 301 Business Research

Assessing the Impact of Social Media on

Brand Awareness for Bulacan Startups

Castro Angelo, Capanas Sherwin, De Sahagun Wesley, Ramos Jay Khristian, Salvador
Venedict

Abstract
This study explores the evolving landscape of digital marketing for startups in Bulacan,
emphasizing the role of social media platforms and influencer collaborations in
enhancing brand awareness. Leveraging qualitative research with a narrative approach,
this research draws on interviews with entrepreneurs from diverse sectors including
clothing, Ukay clothes, cosmetics, thrift shops, and food businesses like Cheezzy
Banaerry Turon. Findings reveal a significant reliance on platforms such as Facebook,
Instagram, and TikTok for marketing and customer engagement. Facebook emerges as a
crucial tool across all sectors, facilitating nationwide reach and fostering customer
loyalty. The study highlights the effectiveness of tailored content, influencer
partnerships, and localized marketing strategies in resonating with Bulacan’s diverse
population. Additionally, it underscores the importance of understanding consumer
behavior and implementing robust measurement frameworks to optimize marketing
efforts. The insights gained offer valuable implications for startups seeking sustainable
growth in the dynamic digital marketplace.

Introduction tailored to each platform, fostering authentic

In recent years, the landscape of connections with followers, and utilizing
digital marketing for startups has analytics to measure campaign success.
undergone significant transformations, Influencer collaborations have
with an increasing emphasis on leveraging emerged as a powerful tool for startups to
social media platforms and influencer amplify their brand message. Studies by
collaborations to enhance brand Garcia et al. (2023) emphasize the
awareness. This review explores key significance of selecting influencers whose
literature pertinent to the effectiveness of values align with the brand, fostering
these strategies, particularly within the genuine partnerships, and tracking
context of Bulacan. performance metrics to gauge ROI.
With the proliferation of social media Moreover, research by Reyes and Santos
platforms such as Facebook, Instagram, and (2022) underscores the influence of micro-
Twitter, startups have found new avenues to influencers in niche markets, providing
engage with their target audience. Research by cost-effective opportunities for startups to
Smith and Johnson (2021) highlights the reach highly engaged audiences.
importance of creating compelling content
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Understanding consumer behavior revolution in media occurred, introducing

in the digital age is crucial for startups the world to social media. Social media is
aiming to maximize the impact of their a communication tool, just like any other
marketing efforts. Nguyen and Nguyen type of media, but it is used more widely
(2024) examine the role of user-generated for social engagement thanks to easily
content in building trust and credibility, accessible and expandable technologies.
emphasizing the importance of actively Social media communication techniques
engaging with customers through have positive effects on businesses and
comments, messages, and personalized their customers. Social networking is
responses. becoming an increasingly important tool
for marketers since it requires minimal
While digital marketing strategies effort. Today's consumers often evaluate a
are often discussed in a global context, the company's online presence before making
importance of localized approaches cannot a purchase. This means that companies can
be overlooked. Research by Lim et al. innovate and maintain a strong social
(2023) highlights the effectiveness of presence by consistently adhering to the
geotargeting and culturally relevant needs and wishes of their customers.
content in resonating with Bulacan's Globally, businesses now see social media
diverse population, fostering a sense of as an essential instrument for their
community and belonging among local marketing initiatives.
consumers.
In addition to analyzing which
Despite the prevalence of digital social media tools and applications are
marketing tactics, startups face challenges used for productive business work, this
in accurately measuring the effectiveness study aims to ascertain how social media
of their campaigns. Studies by Tan and Lee affects startups and existing businesses, as
(2023) stress the importance of well as why customers are drawn to
establishing clear objectives, utilizing businesses' products through social media
tracking tools such as Google Analytics, platforms. Finally, we will analyze how
and conducting regular performance businesses operate, considering the
evaluations to optimize marketing positive and negative aspects of social
strategies and allocate resources media and how these channels are
efficiently. necessary for company growth and the
The literature underscores the positive building of brands (Shajane and
significance of integrating social media Gaikwad 2021).
and influencer collaborations into the During a pandemic, our nation is
digital marketing strategies of startups in significantly affected. As we experience
Bulacan. By understanding consumer lockdown measures, individuals are
behavior, leveraging localized approaches, compelled to stay indoors. However,
and implementing robust measurement amidst these restrictions, e-commerce
frameworks, startups can effectively boost platforms have seen a surge in popularity.
brand awareness and achieve sustainable With the convenience of online shopping,
growth in the dynamic digital landscape. consumers can simply visit a website,
Literature Review choose their desired items, and have them
In recent years, various marketing delivered to their doorstep. This trend has
strategies have emerged. According to become essential for businesses to survive,
Shajane and Gaikwad (2021), the only especially with pandemic-related
media available to companies until the late limitations on in-person operations
1990s were radio, newspapers, and affecting regions globally. According to
television. However, in the early 2000s, a the International Trade Administration
Bulacan State University Bustos Campus
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(2024), the rise of pandemic-proof e- nature enables even accounts with zero
commerce sales channels has become vital followers to garner millions of views,
for business continuity. provided the content resonates with the
audience. Marketers can leverage this by
The COVID-19 pandemic creating compelling content that aligns
catalyzed a substantial increase in e- with the platform's user preferences.
commerce sales since 2020. Consequently,
organizations have adapted their marketing There are several key ways
strategies to cater to evolving consumer marketers can utilize TikTok effectively,
needs. Investing in e-commerce marketing including starting a branded channel,
techniques has become imperative for collaborating with influencers, initiating
organizations to create, expand, and retain hashtag challenges, and running TikTok
their customer bases. advertising campaigns.
E-commerce marketing employs various Additionally, Facebook remains a
promotional techniques to drive traffic to potent tool for social media marketing.
online stores. A compelling website Despite the emergence of new platforms,
coupled with a well-crafted marketing Facebook continues to offer significant
strategy can enhance customer retention, returns on investment for marketers. With
increase customer lifetime value (CLV), its vast user base and extensive reach,
and convert visitors into paying customers. Facebook provides unparalleled
Staying abreast of current trends enables opportunities for businesses to enhance
marketing teams to attract and retain new brand awareness, connect with customers,
clients effectively. and drive sales.
Many e-commerce businesses In conclusion, leveraging e-commerce and
leverage brand ambassadors for marketing social media platforms like TikTok and
purposes. By utilizing ambassador Facebook is crucial for businesses aiming
marketing, companies transform loyal to thrive in today's digital landscape. By
customers, fans, and followers into adopting innovative marketing strategies
influential advocates. According to Erwin tailored to these platforms, organizations
(2023), ambassador marketing has gained can effectively engage with their target
significant attention in social media audience and drive sustainable growth.
marketing circles, offering brands an
effective way to enhance their visibility Not only is the sheer volume of
and engage with their audience. users significant, but also the extent to
which Facebook captures our attention. On
In recent years, social media average, a Facebook user spends
platforms like TikTok and Facebook have approximately an hour per day on the
emerged as prominent channels for platform globally. Considering the average
promoting businesses. These platforms eight hours of sleep per day, this implies
employ innovative marketing strategies to that roughly 7% of our waking hours are
drive consumer engagement and boost dedicated to social media browsing.
sales. According to Sprout Social (2024), a
significant percentage of users on Methodology
platforms like TikTok claim to have been The methodology section outlines the
influenced in their purchasing decisions by research design, data collection methods,
content they encountered. and analysis techniques employed in this
study. The Research is Qualitative
TikTok, in particular, offers Reseacrh, in narrative approach it means
marketers a level playing field in terms of all the participant say is transcribe, to be
engagement and reach. Its algorithm's viral part of the data gathering. Purposive
 Bulacan State University Bustos Campus
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sampling was employed in this study's Respondent #1

evaluation. According to Kelly (2010), it is
the method for choosing respondents that
is most likely to produce accurate and
meaningful information. Additionally,
purposive sampling, according to Palinkas
et al. (2015), is a method of identifying and
choosing samples that will make efficient
use of the limited research resources
available. The participant must have
business it may be online or has a physical
store so the participants can answer the
research questionnaire clearly, The
participant answered in face to face
interview or online interview. The
question assessing the impact of social
media to brand awareness for Bulacan
Line Respondents Interview
Number and Researcher Questions and
Responses
A1 Researcher Goodafternoon
A2 po, pwede po ba
A3 namin kayo
A4 mainteview for
A5 research
A6 purposes lang
A7 po.
A8 Respondent #1 Sure, pwede
A9 naman
A10 Researcher What is your
A11 business?
A12 Respondent #1 clothing
A13 Researcher Are you using
A14 any social
A15 media platforms
A16 in promoting
A17 your business?
A18 Specify.
A19 Respondent#1 yes, just like
A20 Facebook and
A21 tiktok
A22 How do you
A23 promote your
A24 products?
A25 Respondent #1 I promote it
A26 using my social
A27 media like
A28 Facebook,
A29 ahmm nag ppost
A30 Ako ng mga
A31 picture or
A32 sample designs
A33 nito.
Bulacan State University Bustos Campus
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A34B133 Researcher
Researcher Howisdoes
What
A88 Respondent Usually A35B134 social media
A89 #1 Facebook, kasi your
A36B135 helps you in
business?
A90 karamihan A37B136 promoting
A91 naman sa atin A38B137 your business?
A92 gumagamit Respondent Online
A93 non, so mas A39B138 #2
Respondent selling of it
. I promote
A94 maraming A40B139 #1 preloved
using my
A95 magiging aware A41B140 clothes
social media
A96 kapag don ako A42B141 Researcher Are
likeyou
Facebook,
A97 magpost.Simple A43B142 using
ahmm anynag
A98 lang naman A44B143 social
ppost Ako ng
A99 gamitin tong A45B144 media
mga picture or
A100 Facebook punta A46B145 platforms
sample in
A101 ka lang sa A47B146 promoting
designs nito.
A102 marketplace A48B147 Researcher your
In what ways
A103 post mo yung A49B148 business?
does social
A104 product mo A50B149 Specify.
media
A105 then maghintay A51B150 Respondent yes
platform
A106 ka lang ng may A52B151 #2 (Facebook
contributed to
A107 mag chat sayo A53B152 and
theshopee)
A108 na interested A54 improvement
A109 don sa product A55 of your online
A110 ko A56B153 business
Researcher How do you
A111 Researcher Thank You so A57B154 performance?
promote
A112 much po! A58B155 Respondent siguro sa part
your
A59B156 #1 ng pag
products?
A60 mamarket,
Respondent #2 A61 kasi using
Line Respondents Interview A62 social media
Number and Questions and A63B157 madaling
Respondent Posting sa mag
Researcher Responses A64B158 #2 market gawa
Facebook
A65 lang ako ng
A66 short ads or
B113 Researcher Magandang A67 some pictures
B114 umaga po, A68B159 Researcher tas ipo
How doespost ko
B115 pwede ko po A69B160 lang then
social media
B116 ba kayo ma A70B161 shareyou
helps sa in
B117 interview A71B162 promotingparaan
ganong
B118 para sa aming A72B163 mas
your
B119 research, A73B164 napapabilis or
business?
B120 kami po ay A74B165 mas
Respondent natutulungan
B121 nag aaral sa A75B166 #2 madaming
ako nito ,Kasi
B122 BSU Bustos, A76B167 makakakita
kahit ibang
B123 requirement A77B168 Lugar product
nung
B124 po kasi A78B169 ko.
pwedeng
B125 naming A79B170 Researcher Whichatsocial
Makita
B126 Research A80B171 mediasa
Bumili
B127 Respondent Sure Sure… A81B172 platforms
items ko. you
B128 #2 no worries, A82 used in your
B129 AHAHAH A83 business for
B130 Research A84 promoting
B131 mahirap yan A85 awarenesss,
B132 ah. A86 and how you
A87 used it?
 Bulacan State University Bustos Campus
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Line Respondents Interview

B173 Researcher In what ways Number and Questions
B174 does social Researcher and
B175 media platform Responses
B176 contributed to C206 Researcher Where from
B177 the C207 Bulsu Bustos
B178 improvement C208 Campus, We
B179 of your online C209 like to ask
B180 business C210 for you time
B181 performance? C211 to be our
B182 Respondent Engaging C212 participant in
B183 #2 directly with C213 our research,
B184 customers C214 I will ask
B185 through C215 some
B186 comments, C216 question
B187 messages, and C217 about po sa
B188 live sessions C218 research
B189 fosters a sense C219 naming,
B190 of community C220 thankss
B191 and loyalty.
C221 Respondent Sure!
B192 Researcher Which social #3
B193 media C222 Researcher What is your
B194 platforms you C223 business?
B195 used in your C224 Respondent Cosmetics
B196 business for C225 #3 Line
B197 promoting C226 Researcher Are you
B198 awarenesss, C227 using any
B199 and how you C228 social media
B200 used it? C229 platforms in
B201 Respondent Facebook C230 promoting
B202 #2 &Shopee C231 your
C232 business?
C233 Specify.
C234 Respondent#3 Yes, I used
B203 Researcher Thank you so C235 facebook,
B204 much po sa C236 instagram
B205 time! C237 and tiktok in
C238 order for me
C239 to promote it
Respondent #3 C240 and increase
C241 my
C242 businesss.
C243 Researcher How do you
C244 promote your
C245 products?
 Bulacan State University Bustos Campus
Bachelor of Science in Business Administration Page |7
C313 Researcher Which social
C314 media C289 Respondent Social media
C315 platforms you C290 #3 platform
C246
C316 Respondent I usually
used doin your A291 contribute to
C247
C317 #3 promote my for
business C292 the
C248
C318 products by
promoting C293 improvement
C249
C319 makingawarenesss,
catchy C294 of my online
C250
C320 captions,
andnice
how you C295 business
C251
C321 photographies,
used it? C296 performace
C252
C322 Respondentcreative
#3 The social C297 by consistent
C253
C323 contentsmediaand C298 posting and
C254
C324 postersplatforms
that I C299 interacting.
C256
C325 peopleusedcan in my C300 Also, by
C257
C326 attract business
and in C301 looking for
C258
C327 might order
buy our for me to C302 influencers or
C259
C328 product.promote C303 collaborations
C260
C330 How does social is
awareness C304 that will
C261
C331 Researcher media Facebook
helps you C305 promote my
C262
C332 in promoting
because most C306 product to
C263
C333 your business?
of the target C307 help
C264
C334 costumers C308 improved and
C335 C309 increased the
C265 Respondent Social especially
media the
C336 womens are C310 customers
C266 #3 helps me as an
C337 C311 trust and
C268 owner using
in
C338 facebook. C312 retention.
C269 promoting my
C339
C270 businessFurthermore,
by I
C340
C271 usually
engaging and do
C341
C272 reachingcampaigns
other that
C342
C273 peoplewill help
to buy
C343
C274 my products. to be
people
C344
C275 Also, itaware
reallyof this,
C345
C276 helps it to also I
and
C346
C277 enhance interact
my with
C347
C278 other
brand reputationthrough
C348
C279 comments,
and credibility.
C349
C280 Researcher In whatmessages,
ways and
C350
C281 live
does social events to
C351
C282 media foster
platform a sense
C352
C283 of community
contributed to
C353
C284 the and trust
C354
C285 among our
improvement of
C355
C286 followers
your online and
C356
C287 businessfuture buyers.
C357
C288 Researcher performance?
Thank you so
C358 much po for
C359 your
 Bulacan State University Bustos Campus
Bachelor of Science in Business Administration Page |8

Repondent #4

Line Respondents Interview

Number and Researcher Questions and
Responses
D360 Researcher Goodafternoon
D361 po, pwede po
D362 ba ko mag
D363 conduct ng
D364 tanong sainyo
D365 para lang po sa
D366 aming research
D367 Respondent#4 Pwede naman.
D368 Researcher What is your
D387 Respondent I am currently business?
D388 #4 trying to D369 Respondent #4 My business is
D389 promote them thrift shop
D390 by capturing an D370 Researcher Are you using
D391 image of them D371 any social
D392 in an aesthetic D372 media
D393 style to be more D373 platforms in
D394 pleasing in the D374 promoting
D395 eyes. And then I D375 your business?
D396 post the pictures D376 Specify.
D397 in my page. D377 Respondent #4 Yes, I am
D398 D378 posting all the
D399 Researcher How does D379 new clothes
D400 social media D380 and shoes I
D401 helps you in D381 received to
D402 promoting your D382 attract more
D403 business? D383 customers.
D404 Respondent It is much D384 Researcher How do you
D405 #4 easier to reach D385 promote your
D406 people and most D386 products?
D407 of my clients
D408 don’t have the
D409 time to go to
D410 my shop and
D411 look around, so
D412 they use my
D413 post as a gallery
D414 of my
D415 inventory.
D416 Researcher In what ways
D417 does social
D418 media platform
D419 contributed to
D420 the
D421 improvement of
D422 your online
D423 business
D424 performance?
 Bulacan State University Bustos Campus
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D425 Respondent I realized that

D426 #4 ever since I
D427 used it to post
E455 Respondent sa pagpopost D428 my items I
#5 sa facebook D429 got more
D430 customers
E456 Researcher Mgandang D431 online and
E457 umaga po, D432 more of them
E458 pwede po ba D433 are chatting
E459 naming kayo D434 me to reserve
E460 ma interview, D435 a certain item.
E461 for research D436 Researcher Which social
E462 purposes lang D437 media
E463 po D438 platforms you
E464 Respondent sige sige, D439 used in your
E465 #5 Madali lang D440 business for
E466 ba yan D441 promoting
E467 HAHA D442 awarenesss,
E468 Researcher What is your D443 and how you
business? D444 used it?
D445 Respondent I am currently
E469 Respondent Turon D446 #4 using
E470 #5 (Cheezzy D447 facebook, I
E471 Banaerry D448 use it to post
E472 Turon) D449 my inventory
E473 Researcher Are you D450 of items.
E474 using any D451 Researcher Thank you so
E475 social media D452 much po
E476 platforms in
E478 promoting
E479 your
E480 business?
E481 Specify.

E482 Respondent yes, sa

#5 facebook

E483 Researcher How do you

E484 promote your
E485 products?

Respondent #5

E486 Respondent sa pagpopost

E487 #5 sa facebook
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration P a g e | 10

particularly for visually-oriented products

E527 Researcher Which
like cosmetics and aesthetic clothing.
E528 social
E529 media E488 Researcher How does
E530 platforms E489 social media
E531 you used in E490 helps you in
E532 your E491 promoting
E533 business for E492 your business?
E534 promoting
E535 awarenesss,
E536 and how E493 Respondent malaking
E537 you used it? E494 #5 tulong dahil
E538 Respondent#5 Facebook, E495 nakakahikayat
E539 Pinopost ko E496 ako ng
E540 ito and E497 bumibili sa
E541 nirereels na E498 aking product
E542 ngayon ay E499 gamit ang
E543 usong uso E500 facebook
E501 Researcher In what ways
E544 Researcher THANK E502 does social
E545 YOU SO E503 media platform
E546 MUCH E504 contributed to
E547 PO!! E505 the
E506 improvement
E507 of your online
E508 business
E509 performance?
E510 Respondent mataas na
E511 #5 improvement
E512 sa
E513 pagpapalakad
E514 ng business ko
E515 na turon dahil
E516 hindi lang
E517 basta kumikita
E518 ako sa
Discussion E519 pagpumupunta
The research findings from the E520 ang mga
interviews with entrepreneurs in the E521 customer sa
clothing, Ukay clothes, cosmetics, thrift E522 pwesto,
shop, and Cheezzy Banaerry Turon E523 nagkakaroon
businesses reveal a significant reliance on E524 rin ng mga
social media platforms for marketing and E525 bumibili thru
promoting their products. Across these E526 facebook.
diverse sectors, Facebook emerges as a
primary tool for reaching potential In the clothing business, social
customers due to its widespread use and media, especially Facebook, plays a crucial
accessibility. Instagram and TikTok are role in showcasing designs and reaching a
also mentioned as effective platforms, nationwide audience without incurring
marketing fees. Similarly, for Ukay
clothes, Facebook and Shopee serve as
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration P a g e | 11

essential platforms for displaying items Acknowledgements

and engaging directly with customers.
This engagement fosters a sense of We would like to acknowledge the
community and loyalty, contributing to people who participate this research and
the businesses' growth. special thank to the two profs of Bulacan
State University- bustos Campus, Dr Joel
The cosmetics industry benefits Tomas who help the Researcher to
significantly from social media promotion, conduct this reserch and help to revise this
leveraging catchy captions, creative research, and secondly thank yu Dr Ma.
content, and collaborations with Antonette Tomas, Our Panelist and thank
influencers to enhance brand reputation ypu for helping us to revise and correct
and reach a wider customer base. This this Research. Ang lastly For the
strategy not only boosts sales but also Respondent, who help us to answer our
improves customer trust and retention. sets of question.
For the thrift shop, posting new
items on Facebook in an aesthetically References
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Bachelor of Science in Business Administration P a g e | 12

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