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defence ppt

1. Republic of the Philippines
Department of Education
Region III
Division of Nueva Ecija
General Tinio National High School
General Tinio, Nueva Ecija
INFLUENCE OF SOCIAL MEDIA LIVE SELLING AND THE BUSINESS
PERFORMANCE OF SMALL ENTREPRENEURS IN GENERAL TINIO,
NUEVA ECIJA
A Research Paper Presented to the Members of the Panel for the Proposal Defense
In General Tinio National High School General Tinio, Nueva Ecija
In Partial Fulfillment of the Requirements for Practical Research 2, First Semester
ARADO GNEL B.
ASENCE ALDRIN AMIL
ESTEVES R-JHON R.
JAVIER RONNEL F.
PAJARILLAGA ERL LORENZ A.
PATAC KANE REIVEN FRITZ
SERRANO MARK JOSEPH L.
TARROZA SEAN AUSTIN M.
Researchers
JOSE CARLO A. ALARILLA
Research Adviser
September 2025
1

2. Chapter I
Introduction
In a world where contact is just a click away, social media live selling appears to offer
empowerment and success to small business owners in General Tinio, Nueva Ecija. But in
this same digital world that provides opportunity, a trap of dependence, rivalry, and
exhaustion awaits. The very instrument that supports micro-businesses to succeed can also
overwhelm them with an endless cycle of being online all the time, algorithm wars, and
fluctuating market visibility. It provides a platform to be viewed, but only for those who learn
how to play its game. It democratizes selling but benefits those who are already digitally
influential. For each successful entrepreneur, several others are shoved to the fringes, seeking
virality rather than value. So, live selling becomes both ladder and cage lifting and confining
in equal measure a contemporary paradox in which online liberty is a new form of pressure
(Musa, 2025).
Social media live selling in General Tinio, Nueva Ecija provides small business
owners with empowerment and opportunity but also introduces issues such as digital reliance,
competition, and burnout. While it generates accessibility and visibility, those who dominate
the platform are the only ones who really profit, typically benefiting the already powerful (Li
& Zhang, 2024). For most, achievement is linked to algorithms and perpetual online
visibility, making live selling both a route to expansion and an origin of pressure a
contemporary paradox of liberty and restraint (Tan, 2025).
Background of the Study
2

3. Live commerce or social media live selling is now a necessary selling and marketing
platform in Southeast Asia, especially in the Philippines. It was popularized in China in 2017,
and live commerce then became a craze with the combination of spontaneous interaction,
product demonstration, and instant purchase through social media platforms (Henkel, 2020).
It became even more mainstream during the COVID-19 lockdowns, when off-line shopping
was restricted and entrepreneurs had to find innovative digital channels to engage with
consumers (Henkel, 2020). In the "Social Media Capital of the World," the Philippines,
Filipinos spend more than three to four hours a day on social media, making it rich terrain for
live commerce (Truelogic, 2025; We Are Social, 2025). According to Anchanto (2025), 74%
of Filipino retailers recognize live selling as a top strategy to gain new customers and drive
sales (Anchanto, 2025). According to GoDaddy's 2023 Data Observatory, 67% of Philippine
small and medium-sized businesses utilize social media as an ancillary channel of sales, and
62% earn up to half of their total annual revenue online inclusive of live commerce
(Amadora, 2023). Empirical studies of Philippine micro-entrepreneurs expose live selling's
measurable benefits. In Cavite, to illustrate, Saquin et
 al. (2023) confirmed live selling
improved significantly the sales performance and customer retention of owners of online
fashion enterprises (Saquin et
 al., 2023). Additionally, in a white paper published by Ninja
Van Philippines, nearly 47% of Filipino vendors live sell daily for as much as 14 hours of
weekly selling far exceeding the Southeast Asian average of 6 hours a week reflective of high
commitment and high perceived returns (Inquirer Business, 2023). Narrative proof from
internet forums shows that live selling creates more intimate buyer-seller relationships,
encourages impulse purchase through the perception of scarcity, and enables immediate
responses to customer questions attributes that are seen as critical conversion drivers (Reddit
users, 2023). Across global studies, popularity of livestreams, host personality voice and on-
air presence, and interaction metrics shares, comments, views on the page have been found to
3

4. be great predictors of gross merchandise volume (Xiong et
 al., 2023). Cross-platform social
media strategy also shows a 2–5
 % increase in sales, again showing that live commerce fares
best with diversified platform presence (Wang et
 al., 2025). In light of such trends, there is a
gap in the literature in the direct effect of live selling on rural small entrepreneurs' business
performance in places like General Tinio, Nueva Ecija. Urban- or aggregate-level data form
the bulk of research, with a lack of detail specificity to local-level characteristics such as
usage at platform-specific levels, operating limitations, and intervening variables such as trust
and algorithmic visibility.
In support of small entrepreneurs venturing into digital platforms, several Philippine
laws provide a strong foundation for the adoption of social media live selling. Republic Act
11337 or the Innovative Startup Act of 2019 encourages innovation and supports
entrepreneurs by granting benefits and incentives for digital-based businesses, which aligns
with the growing trend of online commerce. Likewise, Republic Act 10644 or the Go
Negosyo Act of 2014 strengthens micro, small, and medium enterprises (MSMEs) by
establishing Negosyo Centers that assist entrepreneurs in improving their competitiveness,
including those who utilize social media and online strategies for business growth.
Meanwhile, Republic Act 8792 or the E-Commerce Act of 2000 recognizes the legality of
electronic transactions, contracts, and digital signatures, providing the necessary legal
framework that validates and protects online selling activities. Together, these laws highlight
the government’s support for digital entrepreneurship and reinforce the relevance of studying
the effects of social media live selling on small businesses in General Tinio, Nueva Ecija.
In General Tinio, Nueva Ecija, a model agricultural municipality, some small
entrepreneurs already started adopting live selling as an alternative or complementary
channel for sales. No recent scholarly researches, however, have empirically examined the
4

5. impact of live selling on their business performance, i.e., on sales revenue, customer
retention, operational cost, and marketing effectiveness. While studies like Saquin et al.
(2023) have explored the effectiveness of live selling in more urbanized areas such as rural
municipalities like General Tinio remain underexamined. Irregular internet connectivity,
digital ability, and market saturation might also influence the effective effects of live
commerce in rural municipalities such as General Tinio (Cruz, 2024; World Bank, 2025).
Due to such dynamics, it is necessary to empirically confirm the actual influence of social
media live selling on small businesses in this municipality. It can optimize the digital strategy
of entrepreneurs and guide local stakeholders such as government offices and cooperatives in
program designing that encourages digital entrepreneurship. The current study therefore aims
to identify the impact of social media live selling on the business performance of small
business owners in General Tinio, Nueva Ecija, bridging the gap in previous studies and
offering practical guidelines for sustainable digital business practice.
Theoretical Framework
The Digital Engagement-Performance Theory (DEPT) suggests that the level of real-
time engagement via social media live selling has a positive effect on the business
performance of small entrepreneurs, yet this is mediated by digital literacy, platform
algorithms, and emotional labor. The theory brings together ideas from media richness
theory, resource-based theory, and entrepreneurial resilience, to develop a multidimensional
understanding of how digital selling effects business outcomes.
Live video selling provides a rich communication channel (Media Richness Theory,
Daft & Lengel, 1986) that provides instant feedback, multiple cues (visual, facial expressions,
tone), and customized customer experience, which engenders trust and influences purchasing
decisions. In Resource-Based Theory, online presence and digital interaction are intangible
5

6. assets (Barney, 1991) that, if leveraged properly, can form enduring competitive advantage.
Yet, DEPT does further suggest that algorithmic visibility and emotional fatigue resulting
from incessant online presence (as constructed in the idea of emotional labor by Hochschild,
1983) can mediate this advantage either supporting or impeding performance outcomes. For
small business owners in remote towns like General Tinio, Nueva Ecija, DEPT underscores
platform control, emotional resilience, and strategic coherence in live selling operations.
Intensive engagement is not sufficient how small business owners maintain viewership
interest, manage algorithm updates, and mitigate digital burnout.
Conceptual Framework


6
Profile of the respondents
Age
Sex
Social Media Live Selling
Small Business
Providing Instant
Feedback
Multiple Feedback
from the Customers
Increased Sales
Revenue
Improved Customer
Retention
Reduced operational
cost
Monthly Income
Age

7. Figure 1. Conceptual Framework Showing the Relationship Between Respondents’
Profile, Social Media Live Selling and Small Business.
The model is grounded on the Digital Engagement-Performance Theory (DEPT), which also
suggests that business performance can be improved through real-time engagement through
live selling but can further be mediated by various factors. Social media live selling is the
independent variable in the model, which indicates the degree of digital involvement,
interaction with the customers, and online promotional strategy of the entrepreneurs. The
performance of the business by small entrepreneurs serves as the dependent variable,
quantified in sales revenue terms, customer retention, operation expenses, and effectiveness
in marketing. Between them, intervening factors including digital literacy, platform
algorithms, and emotional labor are illustrated. These variables account for the factors on
which the impact of live selling varies so that high digital literacy and algorithmic visibility
enable enhanced positive effects, whereas emotional weariness or lack of comprehension in
regard to platform dynamics can decrease outcomes. In general, the conceptual framework
illustrates how live selling is both a challenge and an opportunity, with growth potential for
rural.
Significance of the Study
This research is important because it discusses the effect of social media live selling
on business performance among small entrepreneurs in General Tinio, Nueva Ecija a region
7
Enhanced marketing
effectiveness
Customized customer
expirience

8. that has not been given much attention from scholars despite the increasing trend of digital
business among rural communities.
For small business owners, the results will shed light on how live selling affects such
major performance indicators as sales revenue, customer loyalty, marketing reach, and
operational expenses. It can be used as a handy guide to strengthen their online strategies and
make their online interactions more sustainable and profitable.
For local government authorities (LGUs) and cooperatives, the research can be used
to guide program development and policy intervention in favor of digital literacy, network
infrastructural development, and small business digitalization in especially disadvantaged
rural areas.
For academic researchers and scholars, this research fills a lacuna in the literature by
concentrating on the unique context of a rural municipality, providing empirical information
and analysis that go beyond urban or aggregated national patterns.
For platform operators and digital marketers, knowing how rural entrepreneurs
engage with live selling can shape platform design, algorithmic equity, and support service
delivery to adapt to the requirements of less digitally enabled sellers.
In the end, this research adds to a greater and more inclusive appreciation of digital
entrepreneurship in the Philippines through its focus on both the possibilities and structural
impediments of small rural enterprises in moving towards satisfying the demands of an
increasingly dynamic digital economy.
Scope and Delimitation of the Study
8

9. This research is of crucial importance because it examines the impact of social media
live selling on small entrepreneurs' business performance in General Tinio, Nueva Ecija a
region frequently underrepresented in academic literature even as digital commerce becomes
increasingly prevalent in rural areas. By analyzing the actual impact of live selling on
important business indicators including sales revenue, customer retention, marketing
efficiency, and operational cost, this study offers practical recommendations that can inspire
local entrepreneurs to maximize their digital efforts and improve their adaptability in a
rapidly changing market. The results seek to benefit not just the entrepreneurs themselves but
the local government units (LGUs), cooperatives, and policymakers as well, providing a
robust empirical foundation for developing initiatives that enhance digital literacy, enhance
the internet infrastructure, and facilitate inclusive digital participation in rural regions. In
addition, scholarly researchers can use this research to fill knowledge gaps in existing
literature, which tends to be biased towards urban settings, thus building a more balanced and
inclusive perspective of digital entrepreneurship in the Philippines. Digital platform owners
and sellers can also use the findings from the study to enhance user experience, algorithmic
balance, and support services to less digitally-enabled sellers, creating an environment that is
more inclusive and supportive for everyone. Finally, this research adds to the more general
body of work around economic empowerment and sustainable digital transformation,
emphasizing both the promise and the structural obstacles that small rural businesses face as
they try to keep up with the demands of a technological economy.
Statement of the Problem
1.How may the profile of the respondents be describes in terms of:
1.1. Age
9

10. 1.2. Sex
1.3. Monthly income
2.How do the respondents use social media live selling in operation of their business in terms
of:
2.1. providing instant feedback
2.2. multiple feedback from the customer
2.3. customized customer experience
3.What are the perceived benefits of social media live selling among small businesses in terms
of:
3.1 Increased sales revenues
3.2 Improved customer retention
3.3 Reduced operational cost
3.4 Enhanced marketing effectiveness
4.Is there a significant relationship between business performance of live selling?
Hypothesis
Ha: There is a significant relationships between the The Influence of Social Media
Live Selling and the Business Performance of Small Entrepreneurs in General Tinio, Nueva
Ecija.
Ho: There is no significant relationships between the The Influence of Social
Media Live Selling and the Business Performance of Small Entrepreneurs in General Tinio,
Nueva Ecija.
Definition of Terms
Age
10

11. Refers to the number of years the respondent has lived, which may influence their
adaptability and engagement with digital tools like social media live selling.
Business Performance
Refers to the overall effectiveness and success of a business as measured by indicators such
as sales revenue, customer retention, cost efficiency, and marketing outcomes.
Enhanced Marketing Effectiveness
Refers to the improved ability to promote products and reach target audiences more
efficiently through live selling on social media platforms.
Sex
Refers to the biological distinction of respondents as male or female, which may influence
their approach or comfort in using social media for business.
Social Media Live Selling
A digital selling strategy where sellers use live video streaming on platforms such as
Facebook, TikTok, or Instagram to showcase products and engage directly with customers in
real time.
The next chapter presents a review of related literature and studies on social media
live selling and its relationship to the business performance of small entrepreneurs, with
emphasis on rural contexts like General Tinio, Nueva Ecija.
11

12. CHAPTER II
REVIEW OF RELATED LITERATURE
Use of Social Media Live Selling in Business Interaction
In today's fast cross digital landscape, social media has emerged as a critical element in
the way businesses operate, market themselves, and engage with customers. The extensive
adoption of platforms such as Facebook, Instagram, LinkedIn, and TikTok transforms
traditional business models by offering dynamic, cost-effective channels for marketing,
communication, and strategic decision making. Social media’s role extends beyond mere
advertising it serves as a essential tool for building brand loyalty, gathering market
intelligence, enhancing customer relationships, and driving sales growth. This introduction
sets the stage for exploring observed studies from recent year that demonstrate how
integrating social media into business operations contributes to improved performance,
aggressive advantage, and sustainability across various industries, particularly for
organization negotiate evolving technological environments.
Social media has become an essential tool in modern business operations, enabling
companies to enhance communication, marketing, and customer engagement. In particular,
according to Andrews (2023), effective combination of social media platforms allows
businesses, especially small and medium-sized enterprises, to target audiences based on
population statistics and increase employee awareness and participation in digital marketing
efforts. Moreover, this integration improves marketing reach and company presence while
12

13. overcoming barriers such as insufficient architecture and lack of formal marketing plans. As a
result, leaders who purposefully leverage social media can increase productivity and profits,
highlighting the importance of digital tools for business progress and growth. Additionally,
live streaming has also come to be one of the major influencers of consumer purchasing
decisions. For instance, the Journal of Business Research (2024), tested the impact of
influencer characteristics and relationship skills on product sales from livestreaming.
Specifically, the research found that both influencers’ likability and credibility, and their
ability to acquire, interact with, and retain audience, significantly affect sales outcomes. Thus,
this highlights the need to choose the proper influencers and build authentic relationships
with viewers to improve sales performance.
In the business to business factors, social media facilitates relationship building, sales,
and marketing effectiveness. For example, research by Jones et al. (2015) showed that B2B
small businesses using social media improved relationships with existing customers,
expanded networks through co-promotion, and effectively reached new clients. Specifically,
the four primary purposes of social media use in business-to-business identified are
improving company reputation, increasing customer interest, raising awareness, and
attracting new customers. Nevertheless, a significant portion of businesses do not measure
social media effectiveness, leaving potential gains unexplored.
Social media marketing activities (SMMAs) significantly shape customer behaviors
such as purchase decisions, ongoing engagement, and satisfaction. For instance, Khalid et al.
(2022) found that platforms like Facebook and Instagram promote strong online brand
communities by enhancing social identification among users, which deepens brand loyalty
and customer memory. Moreover, their study, using data from Pakistan social media users,
confirmed that managing the timing, numbers, and relevance of content boosts marketing
13

14. effectiveness and help company brands. Thus, this highlights social media role as a strategic
meeting tool creating aggressive advantage through customer brand relationship building.
Beyond marketing, social media strongly influences strategic decision-making and
competitive positioning in businesses. In fact, Hootsuite’s report emphasizes the rise of social
listening real time monitoring of social conversations which improves confidence in proving
social media’s ROI by providing actionable insights for product development, crisis
management, and sales growth. Furthermore, the integration of generative AI tools further
enhances content creation scalability and strategic agility. Consequently, social media
strategists adopting AI exhibit improved marketing performance, confirming social media as
both tactical and strategic business infrastructure Hootsuite, (2025).
Social media fill business functions including customer care, brand awareness, and
revenue generation. Accordingly, Sprout Social (2025), reported that 94% of business leaders
recognize social media data as vital to building brand reputation, while 91% see social
insights as essential to future business success beyond marketing. Moreover, social media
acts as a portal for direct connection and market intelligence, enabling firms to future proof
their operations by adapting collectively across organizational functions.
A study by Putra et al. (2023), investigated the effect of live selling on purchase
decisions among TikTok users in Surakarta, Indonesia. Specifically, applying a quantitative
design, they surveyed 100 respondents and analyzed the data using multiple regression via
SPSS. The study focused on three main variables: content marketing, live shopping and flash
sale features on TikTok. Notably, their findings showed that live shopping had a more
significant influence on purchase decisions than the other two, contributing 20.3% to
decision-making behavior. Therefore, this suggests that real-time interaction, importance, and
human connection in live selling outperform static digital marketing strategies in driving
14

15. consumer action. In conclusion, the authors concluded that businesses engaging in TikTok
live selling should prioritize host interaction quality and product presentation clarity to
maximize impact Putra et al. (2023).
The value co-creation perspective was explored by Luo et al. (2023), who focused on
how brand consumer collaboration unfolds during live selling sessions. In particular, their
study, published in the Journal of Retailing and Consumer Services, compared live selling
through brands versus influencers and assessed the effectiveness of various sales reason. The
findings revealed that influencer-based live selling encouraged higher levels of customer
engagement due to the trust and relatability factors. However, the success of value co-
creation largely depended on who bore the incentive cost, as consumers responded better
when influencers, rather than brands, facilitated the promotions. Thus, this suggests that
influencer authenticity remains a key element in live selling success Luo et al, (2023).
Zhao et al. (2024), publishing in the Journal of Business Research, examined over
17,000 livestream sessions from more than 1,600 beauty influencers. Specifically, the
researchers developed a dual-lens framework that measured both influencer characteristics
(such as likeability, trust, and expertise) and relational capabilities (interaction, customer
retention, acquisition strategies). Furthermore, their analysis showed that mega-influencers
were more reliant on personal branding and charisma, while micro- and macro-influencers
had to focus more on consistent engagement strategies to sustain viewer trust and
conversions. Overall, this highlights the segmentation within live selling strategies and
supports the idea that businesses should align their influencer collaborations based on brand
goals and customer targeting depth Zhao et al. (2024).
Ong et al. (2025), investigated impulsive buying behavior in Malaysia’s live streaming
commerce, focusing on the psychological flow state induced by information quality and
15

16. social presence during live selling. Specifically, their results demonstrated that consumers
exposed to clear, credible, and engaging information were more likely to enter a flow state,
which strongly correlates with motive purchases. Interestingly, traditional financial incentives
such as flash sales or discounts were less influential than the quality of content and social
engagement. Therefore, the researchers suggest businesses should prioritize producing high-
quality, immersive live streams that capture viewers’ attention and emotion to drive
unplanned purchases Ong et al, (2025).
Social media has emerged as a important aspect of business operations by greatly
improving marketing reach, brand loyalty, and sales performance. Applications such as
Facebook, Instagram, and TikTok are dynamic channels that allow businesses to interact with
customers through genuine interactions, particularly through live streaming and influencer
partnerships. Studies indicate that influencer performance differs by scope mega influencers
depend on charm, micro and macro influencers on regular interaction pointing to the need for
calibrating influencer collaborations with precise brand objectives. While these advantages
exist, most companies still do not accurately measure the effect of social media, losing
potential returns.
In addition to its role in marketing, social media is increasingly enabling strategic
business operations via real time social listening, data insights, and AI driven content
generation, enhancing decision making, crisis response, and competitive advantage. Research
also shows that customers react more intensely to quality, interactive live streams than to
conventional reason such as discounts, highlighting the potency of immersive experiences in
influencing buying behavior. Generally, social media is a key infrastructure for organizations
that want to create customer interactions, generate revenue growth, and sustain themselves
within a rapidly evolving technological context.
16

17. Despite growing evidence of social media’s impact on marketing and customer
engagement, there is limited research on its strategic use and measurable effectiveness in
B2B contexts. Most studies focus on B2C, live selling, or influencer marketing, with little
attention to how these strategies apply across industries or business functions. Additionally,
social media’s broader organizational role and cross-cultural implications remain
underexplored.
Perceived benefits of social media live selling
In the Philippines, social media is more than just a place to share updates and connect
with friends it has also become a key space where businesses and consumers meet. With
Filipinos spending some of the highest hours online globally, platforms like Facebook,
TikTok, and Instagram have turned into everyday tools for discovering, comparing, and even
buying products. Because of this, social media marketing has become an important area of
study, especially in understanding how it affects the way Filipino consumers make decisions
and build trust with brands.
One study from the University of Santo Tomas Al-Kindi Publishers, (2023) highlighted
that social media marketing, especially on Facebook, helps increase consumer engagement
and purchase intention. Specifically, the researchers pointed out that when businesses use
interactive posts or personalized content, consumers become more likely to pay attention and
respond positively. Therefore, this shows how effective social media can be when it comes to
encouraging people to act on promotions and eventually make purchases.
A similar study conducted in Quezon City Aceson Chan, (2025) found that social media
does more than just advertise products; rather, it actually influences the entire consumer
decision-making process. From there, looking up product information, comparing
alternatives, deciding what to buy, and even reviewing products after a purchase, consumers
17

18. rely heavily on what they see on social platforms. Thus, this proves that social media is now a
central part of how Filipinos shop and make choices.
Reviews and influencer endorsements also play a big role in shaping consumer
behavior. According to Inquiro (2024), most Filipinos about 87% check online reviews before
buying a product. Likewise, Garcia et al, (2022) reported that around 68% of buyers trust
influencer recommendations, especially from micro-influencers who feel more relatable than
celebrities. These findings emphasize how trust and authenticity greatly affect the success of
social media marketing campaigns.
User-generated content (UGC), such as customer reviews, photos, and testimonials, has
also been shown to influence buying decisions. For instance, Marie (2024), explained that
consumers often believe content shared by other buyers more than traditional advertising. In
turn, this kind of authentic, experience-based content reduces hesitation and makes customers
feel more confident in their purchases. Specifically, for Filipino consumers, UGC not only
builds brand credibility but also creates a sense of community between buyers and sellers.
The growing trend of social commerce and live selling has added a new layer to
consumer experiences. For example, Adobo Magazine (2024) reported that more than half of
Filipinos now shop online, and many participate in livestream shopping events on Facebook
and TikTok. In these cases, the sessions combine entertainment with selling, creating
excitement and encouraging impulse buying. At the same time, live selling has made it
possible for small businesses to compete with bigger brands since it requires little investment
but offers wide reach TaasNooPilipino, (2024). Ultimately, this trend shows how social media
continues to change the way Filipinos interact with businesses.
These studies show that social media marketing strongly influences Filipino consumers
by shaping the way they search for information, build trust, and make purchases. Factors like
18

19. engaging content, online reviews, influencer endorsements, and user-generated content all
contribute to how consumers connect with brands. The popularity of live selling also shows
that consumers now value more interactive and community-driven shopping experiences.
Social media marketing has become deeply connected to the daily lives of Filipino
consumers. It does not only help businesses improve visibility but also builds trust and
loyalty among buyers. While there are still challenges such as oversaturation of ads and
reliance on platform algorithms, the evidence clearly shows that social media is one of the
strongest forces shaping consumer behavior in the Philippines today.
Relationship between live selling and business performance
Social media live selling has exploded as an engaging platform for small business
entrepreneurs to market and sell products in real-time, particularly in the Philippines where
social media usage and mobile internet penetration are high.This study "The Effect of Social
Media Live Selling and the Business Performance of Small Entrepreneurs in General Tinio,
Nueva Ecija" aims to explore the impact of live selling via Facebook Live and TikTok Live
on business performance indicators such as brand awareness, customer satisfaction, sales
volume, and sustainability. Literature previously identified the promise and problems of
social commerce, the imperatives of digital marketing strategies customized to the local
environment, and the potential for rural based micro industries to be transformed.
The literature discussed collectively depicts that live selling is a necessary sales
performance driver among Filipino small business owners, having critical applicability in
peripheral markets such as Nueva Ecija. as explained by (Santos et al.) (2024), (Delos Santos
et al.) (2025), and (De Guzman et al.)
19

20. As explained by Santos et al. (2024), Delos Santos et al. (2025), and De Guzman et al.
(2023), active elements such as live product presentation, active audience engagement, and
promotion urgency can translate into measurable sales returns. Further, researches like those
of (Viernes et al.) (2025) and (Manabat et al.)(2023) highlight the role of customer
satisfaction and trust as a mediating factor in linking live viewing experience to repeat
purchases. These results form the empirical foundation for knowing how live selling
activities impact the performance measures of small businesses in General Tinio, Nueva
Ecija.
As much as there is more Philippine-based work, e.g., Nueva Ecija research according
to (De Jesus et al. (2024) and Daus-Taruc (2021), less of it directly measures the relationship
of live selling activity to specific business performance indicators such as month-on-month
sales increase, repeat purchase ratio, and profitability in small town environments. Recent
studies rather focus on overall social media marketing or urban-based e-commerce, which
leaves a contextual gap in rural municipalities. In addition, the moderating influence of
among others seller competence (Mendoza et al., 2024), ease of use of the platform (Reyes &
Umali, 2025), and logistics efficiency (Yu et al., 2022) has remained obscure in
entrepreneurial local environments. This highlights the necessity for a study that examines
live selling dynamics in isolation in a rural Philippine entrepreneurial environment.
In consideration of these gaps, the current research seeks to explore the impact of
social media live selling on the performance of small business owners in General Tinio,
Nueva Ecija, through both the quality and rate of live selling activities. Through
measurement of performance results along with customer trust, satisfaction, and engagement
levels, the study is able to present pragmatic recommendations applicable to the realities of
rural MSMEs. According to research conducted by (Catapang et al.) (2022), (Flores et al.)
20

21. (2022), and (Baldevarona et al.) (2025), the study seeks to provide an enlightened model that
links live selling initiatives with tangible business growth, hence equipping local business
owners with evidence-based tactics to drive competitiveness in a digitalized market
Across Philippine scholarship, a consistent picture exists that highlights live selling's
interactivity (live demos, Q&A, chat) and social cues (trust, social proof, urgency) drive
intention and actual purchase with quantifiable ties to small-business metrics like sales and
reach. Fashion and general livestreaming data show that satisfaction and trust tend to be
mediators of the live-experience repurchase process (Viernes et al, Manabat et al.), while
usability and usefulness (TAM) explain how well-designed live flows translate into improved
conversions (Reyes & Umali et al.). Provincial data in Nueva Ecija show that improving live-
selling behaviors can reduce uncertainty and maximize profitability
At the same time, performance gains are not guaranteed. Research has been known to
cite such constraints as talent gaps, logistics, platform drag, and competition that may weaken
the effects of live selling on outcomes. MSME studies project such content pacing, audience
alignment, and consistency of fulfillment as such moderators tailored usage of paid boosts is
capable of scaling organic live-selling effects. Overall, evidence favors a pragmatic model in
which live-session quality and trust building drive satisfaction and buy, which in turn
translate into sales growth conditional and operational delivery.
21

22. CHAPTER III
RESEARCH DESIGN AND METHODOLOGY
This chapter presents the methods and procedures employed in conducting the study.
It discusses the research design that guided the investigation, the sampling plan used to select
respondents, and the description of the research locale where the study was carried out. It also
details the data gathering plan, including the instruments utilized to collect the necessary
information, as well as the procedures followed to ensure systematic and accurate data
collection. Furthermore, this chapter explains the methods of data analysis that were applied
to interpret the results and provide meaningful insights. Finally, it outlines the ethical
considerations observed throughout the research to protect the rights, privacy, and welfare of
the participants.
Research Design
The quantitative method is appropriate since it permits the researchers to utilize
standardized tools like survey questionnaires, which will yield measurable information. The
22

23. information will then be compared using statistical means frequency, percentage, mean,
Pearson correlation) so that the results can be objectively and accurately interpreted. Using
this technique, the study can present tangible evidence about the link between live selling
practices and business performance.
This research will utilize a descriptive correlational study design. The descriptive
component of the study will be utilized to describe and analyze the respondents' profile in
relation to age, sex, and monthly income, and their use of social media live selling practices.
In contrast, the correlational aspect will identify the correlation between the level of live
selling practices and the performance of small business entrepreneurs in General Tinio,
Nueva Ecija.
The descriptive approach is suitable because it allows the researchers to gather precise
information on the demographic profile of the respondents and their participation in live
selling. The correlational strategy, however, is applicable for determining if there exists a
significant correlation between the independent variable (live selling on social media) and the
dependent variable (business performance of small entrepreneur).
With this design, the research will not only be able to outline the existing practices and
perceived advantages of live selling but also determine the effect of live selling on small
business performance. This design offers a qualitative and objective method of testing the
research hypothesis and answering the research questions.
Sampling Plan
This study will employ non-probability purposive sampling plan to select respondents
who have direct experience with social media live selling. This approach will allow for the
selection of respondents who can provide rich and insightful data relevant to the research
23

24. questions. Purposive sampling refers to a group of non-probability sampling techniques in
which units are selected because they have characteristics that you need in your sample. In
other words, units are selected on purpose in purposive sampling, selecting respondents who
are knowledgeable and experienced ensures that the data collected will be accurate and
meaningful. The participants will include individuals who must be 18 years old and above,
and have been actively conducting or participating in live selling on platforms such as
Facebook, TikTok, and Instagram and only the sellers who have been doing live selling for
over three months or more.
Moreover, this research is based on the principle of sample size determination
wherein the chosen sample size is based on the researchers' justification on the following
areas:
A. Sufficiency – there are not much respondents that meet the criteria set by the
researchers.
B. Practicality – the researchers, being senior high school students only, meet certain
limitations on time and resources.
C. Precedence – there are also quantitative studies that utilized the same sample size.
Additionally, the Central Limit Theorem states that the sample size of 30 or more is often
considered the minimum threshold for the data to approximate normal distribution.
Research Locale
The research will be carried out in General Tinio, Nueva Ecija, a first-class
municipality in the province of Nueva Ecija, Philippines. General Tinio is fundamentally an
agricultural community, but there is an increasing attentiveness in small-scale
entrepreneurship, particularly in retail, food, clothing, and online sales. With the enlarged use
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25. of digital platforms in the municipality, many small business owners have turned to social
media live selling to encourage and market their products. The option of General Tinio as the
research location is significant because it illustrate a community where small business owners
are experimenting with new ways to promote their businesses in the face of competition and
limited resources. The study was conducted in the first semester of the academic from July
2025 to September 2025. This study will employ purposive sampling to select respondents
who have direct experience with social media live selling. Since not everyone engages in live
selling or purchasing through social media platforms. Selecting respondents who are
knowledgeable and experienced ensures that the data collected will be accurate and
meaningful. The participants will include individuals who have been actively conducting or
participating in live selling on platforms such as Facebook, TikTok, and Instagram and only
the sellers who have been doing live selling for over months. Buyers who have purchased
products through live selling at least twice in the past six months will be considered. The
respondents will come from the thirteen barangays of General Tinio, namely: Bago,
Concepcion, Nazareth, Padolina, Palale, Pias, Poblacion Central, Poblacion East, Poblacion
West, Pulong Matong, Rio Chico, Sampaguita, and San Pedro.
25

26. Figure1. The Map of General Tinio (Papaya).
Respondents
The respondents of this study are small entrepreneurs in General Tinio, Nueva Ecija
who are actively engaged in social media live selling through platforms such as Facebook,
TikTok, and Instagram. These entrepreneurs were selected based on their experience and
involvement in live selling, as they can provide relevant insights into how this strategy affects
their business performance. The participants will include individuals who must be 18 years
old and above, and have been actively conducting or participating in live selling on platforms
such as Facebook, TikTok, and Instagram and only the sellers who have been doing live
selling for over three months or more.
Data Gathering Plan
To gather data for the study entitled The Influence of Social Media Live Selling and the
Business Performance of Small Entrepreneurs in General Tinio, Nueva Ecija, researchers first
sought formal approval from their research adviser Sir. Carlo P. Alarilla and the school
principal IV of General Tinio National High School Ma’am Adora B. Delacruz through a
written letter with a signature. Upon receiving permission, the researchers proceeded to
identify and select respondents using non-probability purposive sampling, targeting small
entrepreneurs in General Tinio who actively engage in social media live selling. This method
ensured that only participants who met specific criteria relevant to the study were included.
Prior to administering the survey, the researchers clearly explained the purpose of the study
and the contents of the questionnaire to each respondent to ensure informed participation. The
survey questionnaire, consisting of close-ended questions, was designed to collect primary
data on the relationship between social media live selling and business performance, with
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27. answer choices including: Slightly Agree, Highly Agree, Slightly Disagree, and Highly
Disagree. A total of 100 qualified respondents were selected, and their responses were
collected and organized for analysis to assess how live selling influences various business
aspects such as sales, customer engagement, and overall business growth among small
entrepreneurs in the municipality.
Moreover, this research will also utilize secondary data that will be gathered from
credible and trusted sources through an intensive review of literature.
Secondary data including government figures, municipal business files, and published
reports of the industry will also be used to place the research in context, facilitate
comparisons, and cross-check the primary data obtained. The secondary sources will
reinforce the research by providing background trends and benchmarks for the live selling
business.
Data Gathering Instruments
The primary instrument is a structured survey questionnaire divided into three sections.
The questionnaire will pose numerical questions to 100 small business owners engaging in
social media live selling, focusing on measurable characteristics such as frequency and
duration of live selling sessions, client numbers, average sales per session, monthly revenues,
and other business performance measures. Section 1 is the demographic profile of the
respondents, name, age, sex, and monthly income, Section 2 is the use social media live
selling in operation of their business like Providing Instant Feedback, Multiple feedback from
customers, and customized customer experience, and lastly the Section 3 which is the
perceived benefits of social media live selling among small business, How they increase their
27

28. revenue, improved customer retention, reduced operational cost and Enhance marketing
Effectiveness.
Secondary data from books, reports on the industry, and the Internet will be added to
the primary data to provide context and support the analysis. Combined, the study can
compare business performance against broader industry trends, understand social media live
selling patterns, and cross-tabulate the findings. Using both primary and secondary data
ensures a more solid grasp of the influence of social media live selling on the business
performance of small entrepreneurs, However the sites will use the Research Gate, Google
Scholar, E-Journal's, etc.
Data Analysis
The data will be processed through both descriptive and inferential statistical measures
in order to interpret the trends, relationships, and patterns in the answers of small business
entrepreneurs who participate in social media live selling. Frequency and percentage will be
employed to describe respondents' age, sex, and monthly income profiles. Weighted mean,
with respective verbal descriptions and interpretations, will evaluate the extent to which
respondents make use of live selling features (e.g., instant feedback, multiple feedback, and
personalized customer experience) and their perceived advantages (enhanced sales, retention
of customers, reduction of cost, and effectiveness of marketing). Ranking will be used, if
warranted, to identify the most and least prevalent practices or advantages. To validate the
hypothesis and analyze the correlation between live selling and enterprise performance, the
proper correlation tools (e.g., Respondents) will be utilized. A mix of these research methods
will yield an in-depth analysis of live selling's influence on enterprise results among small
business owners in
General Tinio, Nueva Ecija.
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29. Percentage
This was used to present the demographic profile of the respondents such as age,
gender, educational attainment, type of business, and number of years in operation. This
provided a clear overview of the characteristics of the small entrepreneurs engaged in social
media live selling.
The following formula was used:
P= f/N x100
Where:
P=Percentage
F=Frequency
N=Total number of respondents
Weighted mean was applied to measure the perceptions of the respondents on the effect of
social media live selling on their business performance in terms of sales growth, customer
engagement, and market reach. Each weighted mean result was accompanied by a verbal
description and interpretation to better explain the respondents’ level of agreement or
perception. The researcher will compute the weighted mean using Microsoft Excel
Verbal DescriptionWeighted Mean Verbal Interpretation
Highly Agree 3.25-4.00 Attribute in strongly evident
Slightly Agree 2.50-3.24 Attribute is evident
Slightly Disagree 1.75-2.49 Attribute is less evident
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30. Highly Disagree 1.00-1.74 Attribute is not evident
In table 1, the researchers have 4 options to qualify the data about the capabilities of Live
Selling and the Business Performance of Small Entrepreneurs,
Highly Agree (HA), Slightly agree (SA), Slightly Disagree (SDA), Highly Disagree (HDA).
Whereas,
Highly Agree (HA) was range from 3.25-4.00
Slightly Agree (SA) was range from 2.50-3.24
Slightly Disagree (SDA) was range from 1.75-2.49
Highly Disagree (HDA) was range from 1.00-1.74
Ranking was used, where applicable, to determine which aspects of social media live selling
were perceived as most beneficial to business performance. This allowed the study to identify
priority areas and practices valued by entrepreneurs.
In addition, this study will use Pearson R Correlation tool to determine the relationship
between the extent of social media live selling practices and the overall business performance
of the respondents. This statistical test helped establish whether higher engagement in live
selling is significantly associated with better business outcomes.
Pearson R formula:
r = [n(Σxy) − (Σx)(Σy)] / √[n(Σx²) − (Σx)²][n(Σy²) − (Σy)²] 
Ethical Considerations
The confidentiality of all the data collected for this study is guaranteed, and the
respondents' right to anonymity is the fundamental ethical factor in every research. All
information gathered from the small entrepreneurs in General Tinio, Nueva Ecija was treated
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31. with the utmost confidentiality, and no identifying details such as names, business names, or
contact information were recorded or disclosed in any part of the research. Participants were
informed about the purpose of the study and gave their voluntary consent before
participating. To maintain anonymity, each response was coded, and all data were used solely
for academic purposes. The researchers committed to safeguarding the privacy and rights of
all participants throughout the research process. They must obtain formal consent from Mrs.
Adora B. Delacruz, the school's principal, and Mr. Jose Carlo A. Alarilla, the Teacher of
Practical Research 2.
However, the researchers maintained that voluntary consent to participate in the
research was maintained, and participants could withdraw from the research at any moment
without penalty or loss of any form. The research also strictly adhered to the aspect of
beneficence by maintaining that no harm, discomfort, or risk was caused to the participants
while collecting data. There were adequate instructions and descriptions so that no kind of
confusion could arise, and the whole research process was guided by justice, respect, and
integrity in order to maintain the highest degree of ethical standards.
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