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003			OSt
005			20250519124211.0
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040			_aTUPM _bTUPM _cTUPM _dEnglish _erda
050			_aBTH HD 28 _bJ87 2025
100			_aJusto, Ma. Angelica M. _eauthor
245			_aE-commerce Challenges For Small Businesses: The Role Of Digital Marketing In A Competitive Online Market/ _cMa. Angelica M. Justo, Omerah C. Mira-ato, Janica M. Ordinado, Albert Louis C. Saguid, Dannah Mae G. Tablizo and Cyna Jy S. Villanueva.--
260			_bTechnological University of the Philippines, Manila. _cFebruary 2025
300			_axi, 139 pages. _c29 cm
336			_2rdacontent
337			_2rdamedia
338			_2rdacarrier
500			_aBachelor's thesis
502			_aCollege of Liberal Arts.-- _bBachelor Of Science In Business Administration Major In Industrial Management: _cTechnological University of the Philippines, Manila. _d2025
504			_aIncludes bibliographic references and index.
520			_aE-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))
650			_aBusiness Administration
650			_aE-commerce
700			_aMira-ato, Omerah C. _eauthor
700			_aOrdinado, Janica M. _eauthor
700			_aSaguid, Albert Louis C. _eauthor
700			_aTablizo, Dannah Mae G. _eauthor
700			_aVillanueva, Cyna Jy S. _eauthor
942			_2lcc _cBTH CLA _n0
999			_c29812 _d29812