Strategic Social Media Branding and CustomerAs Predictors of Sustainable Growth and Competitive Performance among Small Businesses

This study was conducted to thoroughly investigate the impact of social media marketing on small businesses within the municipality of Santa Cruz. The researcher aimed to gain a comprehensive understanding of both the positive effects and the challenges encountered by small business owners, specifically in the areas of branding, customer relationships, and pricing strategies.To facilitate this exploration, a descriptive survey method was utilized, which provided a structured approach to collect and analyze data relevant to the influence of social media marketing. This method allowed for an in-depth examination of how small businesses leverage social media platforms to enhance their visibility and engage with customers, while also identifying any obstacles they face in these efforts. The research was focused on the Municipality of Santa Cruz, Marinduque, where the participant selected for the study was a small business owner operating within the poblacion, as well as in the surrounding barangays, including Banahaw, Maharlika, Bagong Silang, Lapu Lapu, and Pagasa.Upon analyzing the relevant information, findings, and data collected, the researcher concluded that one of the most significant advantages of utilizing social media for small businesses is the potential to enhance revenue streams. The study revealed that small business owners are particularly skilled at educating their customers about their products and services and effectively maintaining direct communication with their clientele. However, the respondent also reported facing numerous challenges related to branding, including the difficulty of establishing a recognizable brand identity on social media platforms. Additionally, small business owners often struggle with handling negative feedback and criticism online, which can arise from competition with larger enterprises that have more resources at their disposal.Overall, this study sheds light on the dual nature of social media marketing as both an opportunity for growth and a source of challenges for small businesses in Santa Cruz.