International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 10
Available Online: 25 August 2023
Author/s:
Sibulan, Ferinz Christian T.*
Divine Word College of San Jose, Philippines (sibulanferinz@gmail.com)
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines (jennygalay05@gmail.com)
Abstract:
Photographers and videographers in Occidental Mindoro relied heavily on social media marketing to spread the word about their work. Due to the province’s remote location, social media was used as the primary means of promotion. This research, which used a qualitative case study approach, looked into the challenges faced by new photography and videography businesses in the province. The research was conducted with the express objective of learning more about social media marketing and its potential as a promotional tool. Based on the findings of this research, SMM appears to be an indispensable tool for the continued success of these businesses. Small business owners use SMM because it helps them save money, reaches more people, is easier to enter the market, and makes it simpler to offer new products and features. In addition, the study found that there are three main drawbacks connected with SMM: the ease with which businesses can be duplicated; trust, privacy, and security difficulties; and unfavorable feedback. These involve consistency, content marketing, image-centric content, e-WOM, social media storytelling and personal selling, automated response, boosting, optimizing the timing in posting, becoming familiar with community jargon, and not using a personal account in transactions; these are the most effective SMM strategies and practices that participants are using for the business in building brand identity, engaging with customers, and increasing sales productivity. If small businesses in the province can learn to employ logical and effective social media marketing methods, the results of this study could help increase their success rates and contribute to societal change.
Keywords: social media marketing, advertising, small business, marketing, promotion
DOI: https://doi.org/10.5861/ijrsm.2023.1109
Cite this article:
Sibulan, F. C. T., & Limos-Galay, J. A. (2023). Occidental Mindoro’s emerging photography and videography services: The role of social media marketing as a promotional tool. International Journal of Research Studies in Management, 11(10), 15-31. https://doi.org/10.5861/ijrsm.2023.1109
* Corresponding Author