Championing Resilience: Social Media Marketing as a Lifeline for COVID-19-Affected MSMEs
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This research study explores the evolving perceptions of Micro, Small, and Medium Enterprise (MSME) owners regarding their business performance before and during the COVID-19 pandemic. It examines the impact of social media marketing as a critical tool for navigating disruption and sustaining business operations. Specifically, the study identifies and analyzes the social media marketing strategies employed by MSMEs, assesses owners' perceptions of their effectiveness, and compares business performance across the pre-pandemic and pandemic periods. Utilizing a descriptive-comparative research design, this study gathers data on MSME characteristics and social media marketing adoption. A paired t-test is employed to compare two sets of measurements from the same sample, providing insights into shifts in business performance. Findings reveal that MSMEs leveraged social media marketing to adapt and thrive amid disruption. By integrating digital platforms and bypassing traditional supply chains, businesses gained direct market access, leading to increased sales, expanded reach, and enhanced customer engagement. The evidence strongly supports that strategic social media engagement significantly enhances business performance, particularly in crisis situations. The study's originality and value lie in its focus on social media-driven digital transformation among MSMEs during the COVID-19 pandemic. It offers actionable insights for policymakers, business support organizations, and MSME owners, helping them develop resilient and adaptive marketing strategies for future disruptions.
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Copyright (c) 2025 Danzen Olazo
This work is licensed under a Creative Commons Attribution 4.0 International License.
Danzen Olazo, Department of Management, School of Business and Accountancy, Holy Angel University, Angeles City, Philippines
Dr. Danzen B. Olazo is a Certified Marketing Management Specialist, Licensed Professional Teacher, Statistician, and Researcher. He serves as an Associate Professor in the Department of Management at Holy Angel University, Pampanga, teaching both undergraduate and graduate students. His expertise includes statistics, research methods, business analytics, marketing research. He earned his Ph.D. in Business from De La Salle University and holds both a master’s and bachelor’s degree in business management from Holy Angel University. He has also completed short courses at the Asian Institute of Management (AIM), Makati City, and received training from the British Columbia Institute of Technology (BCIT), Vancouver, Canada. Danzen has been invited to various schools and universities to discuss quantitative research, particularly in utilizing open- source software for data analysis and has presented and published numerous research papers in local and international conferences, with his works accessible on Google Scholar.
The data that support the findings of this study are available from the corresponding author, [DO], upon reasonable request.
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