Republic of the PhilippinesDON HONORIO VENTURA STATE UNIVERSITYCabambangan, Villa de Bacolor, PampangaSocial Media Platform: An Innovative Toolfor Survival of Clothingand Food Businesses during the Pandemic CrisisA Research StudyPresented to the Faculty of the Graduate SchoolDon Honorio Ventura State University – Bacolor, Pampanga.In partial fulfillment of the requirements for the degree ofMaster of Arts in Business AdministrationDemonteverde, Rey G.Roman, Myzheleen M._________________________________Dr. Jessie ManapsalAdviserJanuary 2022
Social Media Platform: An Innovative Practices for Survival of Clothing and Food Businesses during CrisisAbstractAmidst the pandemic crises caused by the Covid-19, online businesses specifically in thefood and clothing sector which were never exempted to these crises were really challenged tosurvive. With the observance of the strict implementations of the safety protocols, proclamation oflockdown or community quarantine all throughout the county, postponement of classes and workand other more limitations and restrictions, survival is really at stake. For consumers accessibilitytowards their basic needs such as food and clothing was really hard. For businesses on the otherhand,who supply the said goods it is also a challenge for them to be able to reach their market.The main objective of this study is to assess determinant factors for the continuous operations ofmicro and small enterprises during COVID-19 pandemic. The study adopted both descriptive andexplanatory research design. To achieve the objectives of the study, 12 participants werepurposively selected from food and clothing online business owners. To collect the primary data,questionnaires were dispatched to owners/operators of micro and small enterprises. The collecteddata were analyzed through descriptive, thematic analysis techniques.After the investigation, collection and analysis of the gathered data from the respondents,the findings of the study revealed that the clothing and food businesses are affected by the Covid-19 pandemic crisis. During this period, most of the businesses in the clothing and food sector hadexperienced a loss in their income and sales as few customers were able to reach them because ofthe restrictions implemented by the Government. This has been a challenge to the businesses thatpushes them to shift online with the use of social media platforms like Facebook, Instagram andthe like. Although there were few barriers and challenges for some who were not used to doingonline transactions, most of the businesses were able to adapt. This has become their strategy aswell to be able to reach more customers online easily and gain profit. Majority of the respondentsagree that the social media platform is an innovative tool they use in the business. They also foundthese platforms as effective tools for them to survive their businesses amidst the pandemic crisis.
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