Social Media Utilization and Business Sustainability Among Small-Food Enterprises

This study determined the relationship between social media utilization and business sustainability among small-food enterprises. Specifically, it assessed the extent of social media utilization in terms of marketing and promotion, customer engagement, sales generation, and brand awareness; determined the level of business sustainability in terms of financial performance, customer retention, operational continuity, and business growth; and examined the relationship between social media utilization and business sustainability. A quantitative descriptive-correlational research design was employed involving 243 small-food enterprise owners/operators. Data were gathered using a validated and reliable researcher-made questionnaire and analyzed using frequency, percentage, mean, standard deviation, and Spearman’s rank-order correlation. Findings revealed that the overall social media utilization among small-food enterprises was high, with marketing and promotion obtaining the highest rating. The overall level of business sustainability was also high, with operational continuity obtaining the highest rating. A significant moderate positive relationship was found between social media utilization and business sustainability among small-food enterprises (ρ = 0.495, p < .001). The findings indicated that higher levels of social media utilization were associated with higher levels of business sustainability, particularly in relation to customer engagement, sales generation, brand awareness, and business operations. Based on the findings, recommendations were proposed for local government units, the Department of Trade and Industry, small-food enterprise owners, academic institutions and researchers, entrepreneurs and aspiring business owners, customers, and the community to strengthen social media utilization and support the sustainability and growth of small-food enterprises.

social media utilization, marketing and promotion, customer engagement, sales generation, brand awareness, business sustainability, financial performance, customer retention, operational continuity, business growth

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