Promotions of the MSMEs in Metro Naga, Philippines Using Mainstream and Social-Media: A Marketing Blueprint to Entrepreneurial Education in one State College in the Philippines

Abstract

The study examined the media platforms currently being used by Micro, Small, and Medium Enterprises (MSMEs) in Metro Naga to promote their products and services. This study also examines the relative effectiveness and efficiency of these platforms in driving customer engagement and business growth, and identifies the challenges, issues, and concerns encountered during platform use. A descriptive research design was used in the study. A total of 108 MSMEs participated in the survey conducted. Based on the findings, Facebook is the most commonly used and most perceived as effective platform for promoting products and services. The frequently cited benefits of the use of media platforms in business are increased brand awareness, more customer inquiries, higher sales, faster dissemination of product information, and improved customer trust and loyalty. According to the respondents, frequently and consistently posting improves client retention. A lack of time or staff to administer accounts, low advertising budgets, low engagement or inadequate content reach, and a lack of technical expertise in social media management are some of the issues that local entrepreneurs confront. MSMEs understand the value of preserving online exposure and incorporating a variety of media channels for community-level reach despite these obstacles. A Strategic Marketing and Promotion Framework was created in light of the results to help local businesses optimize their communication strategies through customer engagement, platform-specific execution, audience profiling, content creation, performance monitoring, and capacity building.