Archives

DIYIP

Volume no. 2 | 2022/10/26
Issue no. 1


Title
SURVIVING THE PANDEMIC’S IMPACT: AN ONLINE INFLUENCE-BASED ADVERTISING PLAN FOR SMALL BUSINESSES IN BATANGAS CITY
Author
Princess Nicole M. Endaya Jewel Katelyn C. Albañez Christine Earl M. Ilagan Lira Angela T. Santos
Views: 182 Cited: 0
Downloads: 1
Click here to download
Abstract
This research entitled “Surviving the Pandemic’s Impact: An Online Influence-Based Advertising Plan for Small Businesses in Batangas City” aimed to address and alleviate the impact of the Covid-19 Pandemic on the business industry. The purpose of the study was to generate an Online Influence-Based Advertising Plan that can aid Batangas City’s Small Businesses in bettering their advertising strategies and adjusting to the online shifting of the market amidst the pandemic. In line with this, the study also aimed to determine the level of utilization of different digital resources: social media platforms; different media and file forms; alongside blogs and websites; in cultivating online influence and presence which was used as the basis for the contents of the advertising plan. Moreover, among its goals was to discover if there was a significant difference between the level of utilization of the mentioned digital resources in their effectiveness to cultivate the online influence and presence of small businesses. This study employed an ex post facto research design and disseminated an online survey questionnaire to collect the necessary data for its accomplishment. The data gathered allowed the researchers to conclude that social media platforms were the digital resource most used, and as the owners observed, boosted their businesses’ online influence. Meanwhile, other resources were rarely employed due to a lack of knowledge and experience in their areas. Finally, the researchers created an Online Influence-Based Advertising Plan in the form of a website that will allow business owners to maximize the digital resources available to them as a means to better their businesses’ online influence and presence, and ultimately, survive the pandemic’s impact.
Keywords
advertising plan, online influence, small businesses, Covid-19 pandemic, advertising strategies, digital resources, social media platforms, business industry, ex post facto, online presence, website
References
Ashiwini, J., & Aparna, J. (2020). A study on the importance of blog in digital marketing. ResearchGate.https://www.researchgate.net/publication/342480392_A_Study_on_the_importance_of_blog_in_digital_marketing

Asmar, A., Jahf, H., & Yaro, W. (2013). The effects of having a presence in social media. https://www.diva-portal.org/smash/get/diva2:630930/FULLTEXT01.pdf

Ayush, G., & Gowda, R. (2020). A study on impact of COVID-19 on digital marketing. ResearchGate. https://www.researchgate.net/publication/346647663_A_STUDY_ON_IMPACT_OF_COVID-19_ON_DIGITAL_MARKETING

Barrot, J. (2017). Practical research 2 for senior high school. Quezon City: C&E Publishing Inc.

Bender, L. (2020). Key messages and actions for COVID-19 prevention and control in schools. New York: UNICEF. https://www.who.int/docs/default-source/coronavirus/key-messages-and-actions-for-covid-19-prevention-and-control-in-schools-March-2020

Botta, A. (2020). 5 reasons why your marketing needs images (and how to use them). https://www.bynder.com/en/blog/the-impact-of-images/#:~:text=They%20create% 20engagement&text=As%20any%20marketer%20knows%2C%20images,shares %20than%20content%20without%20pictures

Bundy, J., Pfarrer, M., Short, C., & Coombs, W. (2017). Crises and crisis management: integration, interpretation, and research development. Sage Journals. https://journals.sagepub.com/doi/full/10.1177/0149206316680030?fbclid=IwAR2LkrYbsdVfNyv9Gg7X6ffyrPSyUFqffZCRUIUZZ0WJk7jL4zNck3qZft0

Corporate Finance Institute. (2020). AIDA Model. https://corporatefinanceinstitute.com/ resources/knowledge/other/aida-model-marketing/

Debono, J. (2012). 5 of the biggest and still the best online advertising methods. Business 2 Community. https://www.business2community.com/online-marketing/5-of-the-biggest-and-still-the-best-online-advertising-methods-0186358

Duct Tape Marketing. (2020). Creating a strong online presence for marketing success. https://ducttapemarketing.com/online-presence/

Farrell, D., Mac, C., & Wheat, C. (2020). Financial outcomes during the onset of COVID-19. JPMorgan Chase & Co. https://www.jpmorganchase.com/institute/research/small-business/small-business-financial-outcomes-during-the-onset-of-covid-19

Fiester, A. (2016). A study of social media usage and interactions. https://hdl.handle.net/ 10355/59903

Graham, K., & Wilder, K. (2020). Consumer-brand identity and online advertising message elaboration. Effect on attitudes, purchase intent and willingness to share. Journal of Research in Interactive Marketing, 14(1), 111–132. https://doi.org/10.1108/jrim-01-2019-0011

Inkbot Design. (2020). Marketing vs advertising strategies explained. https://inkbotdesign.com/advertising-marketing/

International Labour Organization. (2020). MSME day 2020: The COVID -19 pandemic and its impact on small business. ILO. https://www.ilo.org/empent/whatsnew/WCMS_749275/lang--en/index.htm

Kelly, H. (2011). The classical definition of a pandemic is not elusive. Bulletin of the World Health Organization. https://www.who.int/bulletin/volumes/89/7/11 -088815/en/#:~:text=A%20pandemic%20is%20defined%20as,are%20not %20considered%20pandemics

Kik International LLC, Prestige Brands International, Inc., & The Spic and Span Company (2018). Asset purchase agreement. Law Insider Inc. https://www. lawinsider.com/contracts/5z2VIf2nxby8GREVdt5wen/prestige-brands-holdings- inc/asset-purchase-agreement/2018-08-02#social-media-platform

Kowalczyk, D. (2021). Ex post facto designs: Definition & examples. Study.com https://study.com/academy/lesson/ex-post-facto-designs-definition-examples.html

Lin, J., Nogueira., R, & Yates, A. (2021). Pretrained transformers for text ranking: Bert and beyond. ResearchGate. https://www.researchgate.net/publication/344639090_Pretrained_Transformers_for_Text_Ranking_BERT_and_Beyond

Lundin, K. (2017). Your small business needs an online presence. Here’s how to get started. Crowdspring Blog. https://www.crowdspring.com/blog/small-business- online-presence-getting-started-website/

LYF Marketing. (2019). Types of marketing strategies that actually work for your business. https://www.lyfemarketing.com/blog/types-of-marketing-strategies/

Mason, A., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Taylor&Francis Online. https://www.tandfonline.com/doi/full/10. 1080/23311975.2020.1870797

Minaev, A. (2021). What is a blog? – definition of terms blog, blogging, and blogger. FirstSiteGuide. https://firstsiteguide.com/what-is-blog/

OECD iLibrary. (2019). An introduction to online platforms and their role in the digital transformation. What is an “online platform”?. OECD Publishing. https://doi.org/10.1787/19e6a0f0-en

Paun, G. (2020). Building A Brand: Why A Strong Digital Presence Matters. https://www.forbes.com/sites/forbesagencycouncil/2020/07/02/building-a-brand-w hy-a-strong-digital-presence-matters/?sh=73aef2e449f2

Pickard-Whitehead, G. (2021). 1 in 4 Small Businesses STILL Don’t Have a Website. https://smallbiztrends.com/2021/08/small-business-no-website.html

Schofield, T. (2017). Online advertising strategy: Examples & methods. The Study.com Blog. https://study.com/academy/lesson/online-advertising-strategy-examples-methods.html

Smith, A. (2017). The evolution of technology adoption and usage. Washington, DC: Pew Research Center. https://www.pewresearch.org/fact-tank/2017/01/12/ evolution-of-technology/

Statistics How To. (2021). Weighted mean: Formula: How to find weighted mean. https://www.statisticshowto.com/probability-and-statistics/statistics-definitions/weighted-mean/

The Star. (2020). COVID-19: What does the ‘new normal’ mean?. https://www.thestar. com.my/lifestyle/health/2020/05/21/covid-19-what-does-the-039new-normal 039-mean#:~:text=As%20long%20as%20the%20world,and%20interactions %20with%20other%20people

The World Bank. (2020). From containment to recovery: Economic update for East Asia and the Pacific, October 2020. https://www.worldbank.org/en/region/eap/ publication/east-asia-pacific-economic-update

Turakhia, B. (2019). How to set up an online presence for your business. https:// economictimes.indiatimes.com/small-biz/security-tech/technology/how-to- setup-an-online-presence-for-your-business/articleshow/72588490.cms? from=mdr

Turakhia, B. (2020). Everything you need to know about online presence for your business. Flockblog. https://blog.flock.com/online-presence-for-your-business

Weedmark, D. (2018). Definition of consumer preference. https://bizfluent.com/info- 8698883-definition-consumer-preference.html