Volume 8, Issue 7, July – 2023 International Journal of Innovative Science and Research Technology ISSN No:-2456-2165 IJISRT23JUL1036 www.ijisrt.com 1326 Social Media Marketing of Micro Business Entities Dr. Allan B. Pleno College of Business Administration Bulacan State University – Bustos Campus Abstract:- This study investigated the lived experiences of micro business owners and managers in relation to the perceived effectiveness of using social media marketing. The paper utilized the phenomenological research design covering ten micro business owners as participants to answer the main problem about the effects of social media platforms to the sales and marketing. The participants were primarily asked to answer the interview questions. Respondents came from two micro business industry sector viz. retail/ wholesale and foods service industry. In the study, the result generated three major themes from the interview: the strong business and marketing viability, interactive and promising platform channel; and online customers behavior and feedback whereas ten key subthemes emerged from each major themes. Keywords:- Social Media Marketing, Micro Business Entities, Strong Marketing Viability, Interactive and Promising Platform, Online Customer Behavior. I. INTRODUCTION The internet and web technologies facilitate efficient and effective marketing activities and many business organizations are using online marketing trends to promote and advertise their products and services. In modern business, social media marketing is largely considered as a promising platform to conduct the promotional activities as to effectively communicate with the targeted customers (Popp & Woratschek, 2016). According to Rouse (2019) the goal of social media marketing is to produce content that users will share with their social network to help a company increase product exposure and broaden customer reach. This type of marketing is done through various social media marketing platforms such as Facebook, Twitter, Instagram, YouTube and more to promote website circulation to engage user’s interactivity. Successful social media marketing is done when companies create content that entice customers and others audience to share it on their social media outlets. Micro business entities nowadays, use social media marketing and they have become part of many people’s lives. Mosy people update their social media, every minute, every hour, every day as forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content. It also provides a platform for business consumers to advertise their personal evaluations and preference for a products and services that they want to avail. Social media, including networks, microblogging, vlogs, live streaming and forums, transform internet users from passive receivers to active learners, by facilitating interactivity and engagement in business communication (Grabowicz, 2014). Micro business entities have an imperative role to play in the economic development of the country (Sharmilee,2016) and most business publicity using the social media marketing appeals to influence the way how business consumers view themselves and how buying a certain product can prove to be beneficial and effective. Micro business entities are now having the ability to engage in business through the use of different social media marketing platforms to influence consumer behavior in unheralded ways by engaging the business customers to develop brand-centric communities in such a way that ties customers to their products and services. Nowadays, almost all businesses are done over the internet, from payment of bills, buying foods and clothing, hotels, restaurant and tourist bookings, magazine and newspaper subscription and most specially shopping. The number of online sales sites is increasing, and their use has greatly helped the consumers in making purchase transactions as the society today are having the convenience for on-line spending (Anand et al., 2019). Currently, Facebook is considered as the primary medium to socialize. Micro business entities used digital - based technology to quickly disseminate knowledge and information to a huge number of users. They allow creation and exchange of user-generated content via Facebook, Instagram, Twitter and YouTube. The size and the geographic location of a business nowadays do not matter in on-line business because globalization has triggered the advancement of technology, which enforce many companies to use digital business and current trend in social media marketing to fulfill the needs of internationalization and competitive advantage in emerging markets (Wagner & Mainardes et al., 2019). Facebook as a social networking is very relevant and in-demand with most people spending more than hour online; and the business today is being transformed from a transactional relationship to a social relationship. It is now more critical than ever that successful businesses use engagement of social media marketing principles to plan for a successful and effective basis for customer allegiance and engagement. According to Godin (2014), the advertising and promotion of a product and services in social media diverges from the traditional product and service marketing because social media advertising is an inordinate entity that works along and continuum that is ever -evolving.