Date of Publication

6-18-2022

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Advisor

Dennis L. Berino

Defense Panel Chair

John Elvin Lim

Defense Panel Member

Raymond D. Paderna

Abstract/Summary

With ever-changing technological advancements, most firms use a variety of digital marketing tactics to target clients across a wide range of marketing endeavors. Understanding which strategies to use is critical for food-related micro-businesses. As such, the study looks into the effects of digital marketing on profitability, with a particular focus on chosen samples of food-related micro-businesses in Makati and Quezon City during the COVID-19 pandemic. The researchers devised a questionnaire to assess the impact of internet marketing on the profitability of food-related micro-businesses. A total of three hundred forty-five microbusiness owners/managers took part in the study. According to our findings, digital marketing and e-commerce have substantial relationships with profitability. However, no significant relationship between social media factors and profitability was discovered. Overall, the study emphasizes the need for business owners/firms/managers to allocate resources toward e-commerce.

Abstract Format

html

Language

English

Keywords

Internet marketing—Philippines; Food service—Internet marketing—Philippines

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Embargo Period

6-24-2022

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