Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Business Administration, Management, and Operations | Sales and Merchandising


Ramon V. Del Rosario College of Business


Management and Organization Department

Thesis Advisor

Ma. C. P. Assumpta C. Marasigan

Defense Panel Chair

Rachel A. Quero

Defense Panel Member

Angelina G. Golamco
Maereen S. Caringal


This action research was aimed at improving the sales generation and income of an online bicycle shop through the use of social media and e-commerce. In the completed cycles, the shop used online advertising and e-commerce to increase the shop’s online presence. To ensure that the interventions were effective, the shop used the N-REL framework for social media marketing, customer experience management, and Lewin’s change model.

The first cycle focused on the shop’s difficulty in generating sales. During this cycle, the objective was to find a way to increase the online presence of the shop and by doing so, increase its sales. The team completed the cycle with success and achieved the future state of improving our sales that it had agreed on.

The second cycle addressed the shop’s low net income. The interventions were similar to cycle 1, but the objective of cycle 2 was to increase the shop’s net income. The team completed this cycle with success as well and achieved its desired future state of improving sales and income and understanding our customers better.

In the broader context, the action research explored strategizing with social media marketing because the business operates mostly in social media. The team’s interventions have increased the shop’s online presence and customer engagement.

Abstract Format







Internet marketing; Electronic commerce; Sales management

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