E-commerce Challenges For Small Businesses: The Role Of Digital Marketing In A Competitive Online Market/ Ma. Angelica M. Justo, Omerah C. Mira-ato, Janica M. Ordinado, Albert Louis C. Saguid, Dannah Mae G. Tablizo and Cyna Jy S. Villanueva.--

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Justo, Ma. Angelica M [author]

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Material type: Text

TextPublication details: Technological University of the Philippines, Manila. February 2025Description: xi, 139 pages. 29 cmContent type:

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BTH HD 28 J87 2025

Dissertation note: College of Liberal Arts.-- Bachelor Of Science In Business Administration Major In Industrial Management: Technological University of the Philippines, Manila. 2025 Summary: E-commerce’s growth has reshaped the business environment, presenting notable chances and difficulties for small to medium enterprises (SMEs) in Philippines. The research examines the difficulties these SMEs experience with e-commerce in city of Metro Manila and considers how they can use digital marketing strategies to overcome these hurdles. For this, quantitative descriptive method was utilized to assess main issues like financial constraints, retention of customers, use of technology and competition from bigger companies. The research uses Resource-Based Theory (RBT) and Technology Acceptance Model (TAM) as its basis, examining the interaction between limitations in resources, practicality of technology usage, and how digital marketing helps to overcome these difficulties. The data analysis comes from 67 small-to-medium enterprises or SMEs, with focus on their response to digital marketing’s effect on business performance such as customer involvement, profit margins and brand recognition. Results suggest that online marketing plays a key balancing factor for these businesses; it allows them to improve their competitive position even though they have finite resources. The research emphasizes the significance of planned use of resources, simple-to- use technologies and creative advertising methods for assisting small businesses to perform well in internet market. Suggestions are given for these small enterprises, people who make policies and researches doing further studies so as to aid development and continuity of small-businesses in this age where everything is going digital. (Keywords: E-commerce, Small to Medium Enterprises (SMEs), Digital Marketing, Resource-Based Theory (RBT), Technology Acceptance Model (TAM))

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Item type	Current library	Shelving location	Call number	Copy number	Status	Date due	Barcode
Bachelor's Thesis CLA	TUP Manila Library	Thesis Section-2nd floor	BTH HD 28 J87 2025 (Browse shelf(Opens below))	c.1	Not for loan		BTH0005941

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Bachelor's thesis

College of Liberal Arts.-- Bachelor Of Science In Business Administration Major In Industrial Management: Technological University of the Philippines, Manila. 2025

Includes bibliographic references and index.

E-commerce’s growth has reshaped the business environment, presenting notable
chances and difficulties for small to medium enterprises (SMEs) in Philippines. The
research examines the difficulties these SMEs experience with e-commerce in city of Metro
Manila and considers how they can use digital marketing strategies to overcome these
hurdles. For this, quantitative descriptive method was utilized to assess main issues like
financial constraints, retention of customers, use of technology and competition from
bigger companies.
The research uses Resource-Based Theory (RBT) and Technology Acceptance
Model (TAM) as its basis, examining the interaction between limitations in resources,
practicality of technology usage, and how digital marketing helps to overcome these
difficulties. The data analysis comes from 67 small-to-medium enterprises or SMEs, with
focus on their response to digital marketing’s effect on business performance such as
customer involvement, profit margins and brand recognition. Results suggest that online
marketing plays a key balancing factor for these businesses; it allows them to improve their
competitive position even though they have finite resources.

The research emphasizes the significance of planned use of resources, simple-to-
use technologies and creative advertising methods for assisting small businesses to perform

well in internet market. Suggestions are given for these small enterprises, people who make
policies and researches doing further studies so as to aid development and continuity of
small-businesses in this age where everything is going digital.

(Keywords: E-commerce, Small to Medium Enterprises (SMEs), Digital Marketing,
Resource-Based Theory (RBT), Technology Acceptance Model (TAM))

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