Philippine E-Journals

Unlocking Growth Opportunities for Philippine Micro, Small, and Medium Enterprises through Facebook Advertising and Growth Hacking Strategies in the Post-Pandemic Era

Nelson B. Guillen Jr. | Cristina Teresa Lim

 

Abstract:

The rapid digitalization brought about by the COVID-19 pandemic has transformed the business landscape, presenting both opportunities and challenges for micro, small, and medium enterprises (MSMEs) in the Philippines. This study investigates the potential of Facebook advertising and growth hacking strategies as practical tools to unlock growth for MSMEs in this evolving context. A survey of 100 MSME owners/managers in Metro Manila examined the current usage, perceptions, and effectiveness of these digital marketing tactics. The results reveal that both Facebook advertising and growth hacking can significantly impact key metrics like revenue, profitability, customer acquisition, and retention if executed effectively. However, challenges like limited resources and digital skills constrain adoption for many MSMEs. The study's conceptual framework, grounded in the HP Growth Engine model, establishes linkages between Facebook advertising, growth hacking, and MSME growth. Statistical analysis confirms significant positive relationships, supporting the strategic integration of these approaches. Practical implications highlight the need for MSMEs to embrace Facebook advertising, implement growth hacking techniques, enhance digital literacy, and foster stakeholder collaborations. By leveraging Facebook advertising and growth hacking, Philippine MSMEs can seize growth opportunities in the post-pandemic landscape. This study provides empirical insights to guide MSMEs, marketers and policymakers in harnessing these strategies for sustainable growth.