Social Media Marketing Performance on Online Student Entrepreneurs

Abstract

This quantitative study examined the social media marketing performance of online student entrepreneurs at Mapúa Malayan Colleges Mindanao, focusing on their demographic profile, extent of social media usage, challenges encountered, and the relationship between social media practices and business performance. Using purposive sampling, data were collected from 30 active student entrepreneurs through a structured questionnaire adapted from validated instruments. Descriptive statistics and correlation analysis were employed to assess social media engagement patterns and their impact on business outcomes. Results revealed that most respondents were young entrepreneurs operating low-capital businesses and heavily dependent on platforms such as Facebook, Instagram, and TikTok for promotion, customer interaction, and brand visibility. Findings showed a high level of social media utilization, with students frequently creating content, monitoring engagement, and using basic analytics despite common challenges such as limited financial resources, time constraints, and balancing academic demands. Pearson correlation results indicated a positive association between social media usage and business performance, suggesting that consistent online activity enhances sales, customer reach, and overall enterprise growth. The study concludes that social media plays a crucial role in the sustainability of student-run businesses and recommends institutional support in the form of digital marketing training, mentorship, and financial assistance to strengthen entrepreneurial competencies.