Justo, Ma. Angelica M.  <br/><br/>
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.-- 
 -  Technological University of the Philippines, Manila.  February 2025 
 - xi, 139 pages.  29 cm 
<br/><br/> Bachelor's thesis 
<br/><br/>College of Liberal Arts.-- 
<br/><br/>Includes bibliographic references and index. 
<br/><br/> E-commerce’s growth has reshaped the business environment, presenting notable<br/>chances and difficulties for small to medium enterprises (SMEs) in Philippines. The<br/>research examines the difficulties these SMEs experience with e-commerce in city of Metro<br/>Manila and considers how they can use digital marketing strategies to overcome these<br/>hurdles. For this, quantitative descriptive method was utilized to assess main issues like<br/>financial constraints, retention of customers, use of technology and competition from<br/>bigger companies.<br/>The research uses Resource-Based Theory (RBT) and Technology Acceptance<br/>Model (TAM) as its basis, examining the interaction between limitations in resources,<br/>practicality of technology usage, and how digital marketing helps to overcome these<br/>difficulties. The data analysis comes from 67 small-to-medium enterprises or SMEs, with<br/>focus on their response to digital marketing’s effect on business performance such as<br/>customer involvement, profit margins and brand recognition. Results suggest that online<br/>marketing plays a key balancing factor for these businesses; it allows them to improve their<br/>competitive position even though they have finite resources.<br/><br/>The research emphasizes the significance of planned use of resources, simple-to-<br/>use technologies and creative advertising methods for assisting small businesses to perform<br/><br/>well in internet market. Suggestions are given for these small enterprises, people who make<br/>policies and researches doing further studies so as to aid development and continuity of<br/>small-businesses in this age where everything is going digital.<br/><br/>(Keywords: E-commerce, Small to Medium Enterprises (SMEs), Digital Marketing,<br/>Resource-Based Theory (RBT), Technology Acceptance Model (TAM)) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Business Administration<br/>E-commerce
<br/><br/><label>LC Class. No.: </label>BTH HD 28  / J87 2025