A Narrative Inquiry Into the Role of Social Media in Online Businesses in the Philippines
https://doi.org/10.24833/2687-0126-2022-4-1-37-45
Abstract
Social media is not only used for entertainment and personal communication. It is also utilized in transactions of businesses and interactions with customers. This research explores the perceptions and experiences of online business owners concerning the role of social media in their businesses. Narrative inquiry was used as a research design. Qualitative data were collected through semi-structured interviews online. The study used purposive sampling to identify people who are willing to share their perspectives and experiences. The results show that business owners attribute the increase of their consumers’ reach and consequently growth in sales to social media. While business owners believe in the essential engagement of social media in businesses, they offer a caveat to be observant of the comments inputted by the people who interact with their online business presence because they can make or break the business reputation.
About the Authors
J. P. Perez’s
Polytechnic University of the Philippines
Philippines
Philippines
Joanna Paula Perez’s, researcher
Taguig City, Meanwhile
J. D. Poblete
Polytechnic University of the Philippines
Philippines
Philippines
Jhoyce Dialyn Poblete, researcher
Taguig City, Meanwhile
L. V. Giray
Polytechnic University of the Philippines
Philippines
Philippines
Louie Giray is a lecturer of education and communication studies in the same university
Taguig City, Meanwhile
References
1. Baym, N. K. (2015). Social media and the struggle for society. Social Media+ Society, 1 (1). doi: 2056305115580477
2. Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13 (1), 210-230.
3. Brogan, C. (2010). Social media 101: Tactics and tips to develop your business online. John Wiley & Sons.
4. Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic journal of communication, 23 (1), 46-65.
5. Cavinder, C. A., Sear, A., Valdez, R., & White, L. (2017). Utilization of social media as a marketing tool for equine businesses: An exploratory study. NACTA Journal, 61 (2), 137-140.
6. Clandinin, D. J., & Rosiek, J. (2019). Mapping a landscape of narrative inquiry: Borderland spaces and tensions. In Journeys in Narrative Inquiry (pp. 228-264). Routledge.
7. Creswell, J. W., & Miller, D. L. (2000). Determining validity in qualitative inquiry. Theory Into Practice, 39(3), 124-130.
8. Dell’Anno, R., Rayna, T., & Solomon, O. H. (2016). Impact of social media on economic growth – evidence from social media. Applied Economics Letters, 23 (9), 633-636.
9. Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia – Social and Behavioral Sciences, 58, 1353-1360.
10. Fusch, P. I., & Ness, L. R. (2015). Are we there yet? Data saturation in qualitative research. The Qualitative Report, 20 (9), 1408-1416.
11. Galletta, A. (2013). Mastering the semi-structured interview and beyond: From research design to analysis and publication. New York University Press.
12. Gillin, P. (2008). Secrets of Social Media Marketing: How to Use Online Conversations and Customer Communities to Turbo-charge Your Business. Linden Publishing.
13. Giray, L. (2021a). Deborah H. Gruenfeld (2020). Acting with Power. New York: Currency/Penguin Random House. Changing Societies & Personalities, 5(1), 143-145. Retrieved from http://doi.org/10.15826/csp.2021.5.1.126 (accessed: 15 November, 2021)
14. Giray, L. (2021b). Leading the Leaders: A Book Review on Unlimited Power by Anthony Rob-bins. Professional Discourse & Communication. 3(3), 102-105. Retrieved from https://doi.org/10.24833/2687-0126-2021-3-3-102-105 (accessed: 15 November, 2021)
15. Giray, L. (2021c). Social media paradox: An exploration on the bright and dark sides of social media. Indonesian Journal of Education, Social Sciences and Research, 2 (2), 19-23. Retrieved from http://jurnal.umsu.ac.id/index.php/ijessr/article/view/7013 (accessed: 15 November, 2021)
16. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52 (4), 357-365.
17. Pinnegar, S., & Daynes, J. G. (2007). Locating narrative inquiry historically. Handbook of narrative inquiry: Mapping a Methodology, 3-34.
18. Rosenauer, K. L., & Filak, V. F. (2012). The Journalist’s Handbook for Online Editing. Pearson Higher Ed.
19. Safko, L., & Brake, D. (2009). The social media bible. Wiley.
20. Senders, A., Govers, R., & Neuts, B. (2013). Social media affecting tour operators’ customer loyalty. Journal of Travel & Tourism Marketing, 30 (1), 41-57.
21. Siddiqui, S., & Singh, T. (2016). Social media its impact with positive and negative aspects. International Journal of Computer Applications Technology and Research, 5 (2), 71-75.
22. Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of marketing, 73 (5), 90-102.
23. Venkateswaran, R., Ugalde, B., & Gutierrez, R. T. (2019). Impact of Social Media Application in Business Organizations. International Journal of Computer Applications, 975, 5-10.
Review
For citations:
Perez’s J.P., Poblete J.D., Giray L.V. A Narrative Inquiry Into the Role of Social Media in Online Businesses in the Philippines. Professional Discourse & Communication. 2022;4(1):37-45. https://doi.org/10.24833/2687-0126-2022-4-1-37-45
Email this article 