LA CONSOLACION COLLEGE-PASIG

Impacts of Social Media Marketing in Selling Baked Goods and Pastries

Chapter 1

Introduction

Since COVID happened, many bakeries have closed because of the poor cash flow and

lack of customers. The Researchers decided that in order for us to inspire aspiring

entrepreneurs who want to try and do business here in Pasig city, the Researchers will make

an effort and continue to pursue this research. In the past, many bakeries would host small

events or send free samples to their customers but since COVID Happened it's time to make

use of social media like Facebook marketplace for more effective promotion of baked

goods and pastries. As time goes by, there are a lot of improvements and innovation in the

technologies that people use. Most of the shops that the researchers can see around usually

promote their stores in social media, they also take orders, deliver orders via social media

platforms. The purpose of this topic is to know the in-depth information about the benefits

of using social media platforms in selling baked goods and to understand why most shops

promote their baked goods online. Every time people go on social media, people can see

everywhere that there are many online shops or even an individual that is selling their

products. But also, some physical shops that people see on the road accidentally, have no

active online shop. There are sometimes that the customers' attention was caught by some

physical shop when they go outside, but instead of going inside the shop, they tend to get

their phones to check if the shop has a page or store online to know more about them. But

sometimes, it’s sad if you want to know more about a certain shop or check their menu

conveniently and it turns out they have no shop online because if the customers are able to
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identify the benefits and advantages of using social media as a platform to sell your baked

goods, and if many people will be informed of it’s benefit, other people that don’t sell their

products online will eventually realize that it is convenient to use social media as a platform

to sell your baked goods also. Also, since the country is still in the pandemic, selling your

products online and transacting online is the safest way these days. The phenomenon in this

research is trying to explain about the benefits of using social media in selling baked goods

and how these benefits affect the seller. We are identifying an in-depth explanation about

these benefits and their effects, and why do sellers choose to sell their goods online instead

of selling it the traditional way. The website needs to be aesthetically pleasing and easy to

find, and needs to have quality content to reflect the nature of the business. Additionally,

search engine optimization is essential. The webpage must be correctly read and indexed by

search engines. Specialists in content and search engine optimization are available to assist

businesses create websites that can be viewed on all devices and are responsive. Digital

marketing also involves managing the organization’s social media presence and interacting

with fans as well as marketing the business across major social media channels. Vlogs of

Facebook influencers are an attractive platform for baked goods and pastries industries to

promote their products. Watching these vlogs has become a huge part of people's daily

media consumption, for many people are watching television programs. Due to pandemic

and sudden shift in media activities, vlog-based advertising has become an important way

for the baked goods industry to reach the largest audiences of people. Moreover, while the

traditional media environment has witnessed considerable restrictions of child-directed food

in the past decades, Thereby, vlogs are among the few media channels where beverages and

foods can still be advertised without restrictions.

Background of the Study

Social media is a platform on the internet that allows users to share information,

concepts, exchange messages from individuals, and other contents. In social media you can

contact friends and relatives and discover new things, connect with other professionals to

expand your professional network and lastly, it allows you to interact with your audience,

get feedback from customers, and improve your brand.

The main reason people use social media is to keep in touch with their friends and

family, this is one of the most popular uses of social media. Others use social media to

overcome boredom, spend their free time and to entertain themselves. The researchers

chose this topic because as time goes by, there are a lot of improvements and innovation in

the technologies that we use. Most of the shops that researchers can see around us usually

promote their stores on social media platforms. Therefore the researchers chose this topic to

know the in-depth information about the benefits of using social media platforms in selling

baked goods and to understand why most shops promote their baked goods online.  People

are not used to selling on social media platforms and in buying things online, but not until

Covid-19 outbreak came and because of the pandemic majority of shops are being closed

and people are prohibited to go out due to safety precautions so they had no other option

except to shop online. Many people have lost their jobs as a result of the pandemic, and all
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of the schools are closed, all of the students are taking classes online. Several people have

considered making and selling baked goods online to have extra income. Now that you can

go out and personally buy things in the physical store, according to Melissa Boice in 2021,

43% of consumers say they would be fine if they never shopped in a physical store again.

Statement of the Problem 

The use of social media has become increasingly popular among people in today's

society since it is one of the easiest ways to communicate and connect with people. Social

media use has given bakery businesses a chance to focus on marketing efforts because it

reaches and engages with more people. It is currently regarded as one of the most

successful marketing tactics. To let customers and others know what you have to offer in

terms of specials and special offers, simply post the products online. Through your website

and social media accounts, you can advertise your bakery business. However, it might be

difficult to determine how to communicate and engage with customers in the most effective

way. The bakery industry requires an effective social media marketing strategy because a

cold presence on social media will not encourage more people to buy your pastries and

baked goods. The owners of the bakery should understand how to entice customers to

purchase their goods. They must build their plan on what is trendy, well-liked, or unique

because this will attract people's interest. Customers will use the online services to read

reviews, comment on products, and make product comparisons. Another issue with using

social media is that one person's review can have a favorable or negative impact on your

bakery business's image and revenue. 

1. Profile of the respondents in terms of name, age, how long has his/her bakery

been operating, and how long has he/she been using Facebook for business

2. Is the media effective for marketing pastries and baked goods?

3. What behaviors help maintain a positive social media presence?

4. What effect does it have on the business when a consumer reviews or provides

feedback regarding your pastries and baked goods?

Hypotheses

The hypotheses can assist and help in confirming the questions in this study in order

to give additional explanations and provide clarifications.

1. Social media platforms, such as Facebook Marketplace, are among the most

effective advertising and marketing strategies for promoting your baked goods and pastries

online. Not only can you market your business for free and pay for sponsored

advertisements at a low cost, but you can also easily inform your clients and potential

customers about the products, deals, discounts, and special offers you can provide them.

2. Every business, especially new and small businesses, requires a good first

impression and business profile since shoppers might determine whether or not to buy your

goods and products based on your business account. Setting goals and objectives to increase

your social media presence is an excellent place to start, but it is only the beginning.
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3. Reviews are an important deciding factor for many online shoppers since they

help to build trust between the customer and the business. A large number of reviews,

especially positive feedback, serve to develop immediate trust, which can eventually

convert casual online consumers into paying customers, allowing the business to grow.

Theoretical Framework

This study determined the most effective promotional strategy in terms of social media

for baked goods and its aftermath to the before stated business field

Figure 1.1 Paradigm illustrating the “Push-Pull Theory” 

In promotion, the Push-pull theory is prominent within the market. This can be further

dissected into sub-theories, namely: Push, Pull, and Combination.

The Push theory is primarily the aggressiveness of “pushing” the business product or

services into the target market and customers. It takes on a broader approach and tends to

generate sales for an ephemeral amount of time such as holiday or seasonal sales. Examples

of such may entail establishing new business websites or pages, promotional campaigns,

releasing new products, or increasing the recognition of the brand.

In contrast, the pull theory focuses on “pulling” or enticing customers to visit the

website and pages of the business. As it is less aggressive, it requires the business to have

several marketing techniques to form high-quality content to attract customers.  Examples

of these are improving customer loyalty and engagement, increasing social media traffic

across multiple platforms, and even posting customer reviews.

Lastly, a combination entails these two working in synergy to give the best of both

worlds. The effects of such strategy improves brand awareness (push theory) while it drives

customers to the business (pull theory). Some strategies included under this are, Radio

advertisements, Content marketing, and Digital advertisements.

Conceptual Framework

This concept aims to determine how the independent variables, including the profile

of the respondents, can affect the dependent variables under Social Media Marketing.
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Figure 1.2 Research Paradigm illustrating the connectedness of the customer profile

and Social Media Marketing (SMM)

The concept of Social Media Marketing, also known as digital marketing, involves the

use of social media platforms to create the business brand, increase sales, and website

traffic. It also aids in making it easier for businesses to reach prospect customers and the

existing ones. The a forementioned concept includes the following factors, namely:

Connection, Interaction, and Customer Data. All of which are pertinent to executing a

successful marketing strategy.

Connection is where the business creates a bridge between them and the customers

which may range in different platforms such as Facebook, Twitter, and YouTube. These

avenues create an extraordinarily wide range of connections with people across the web.

  Interaction entails how people reached by the before stated platforms react upon the

business which may include passive liking or shares. This creates a leverage for free

advertising through the method of electronic word-of-mouth which therefore results in a

positive contagion effect. Moreover, these said interactions can actually be measured and

monitored amidst such websites.

Lastly, Customer Data which entails the before stated information and even more

personal ones such as ages and genders. Tools within SMMs have the capacity to extract

such and create a market analysis of what type of prospect customers currently interact with

the business the most. With this, the business can then develop new strategies that may be

applicable to the said crowd.

SCOPES AND LIMITATIONS

The aim of this study is to know how effective social media marketing is for bakery

businesses. Since nowadays many bakery owners are using social media platforms to

promote their baked goods and pastries. One of the most effective strategies for product

advertising is using social media. Since it can reach a lot of people and customers. This

study shows how social media affects the sale of baked products and pastries. You will be

able to know whether it has good outcomes for the bakery business or unpleasant results.

You will be aware of the owner's attitude toward running a baking business.

 The respondents of this study are bakery owners from Pasig that use Facebook to

promote their baked goods and pastries. 

Significance of the study 

  The focus of this study is to promote the advantages of selling baked goods and

pastries online. The significance of this study is to promote and give information about the

advantages, beneficial and positive impacts of selling baked goods and pastries online, and

how social media will be a big help in this kind of business. This study also investigated

how social media plays a big role nowadays, when it comes to the new normal way of

approach in online businesses. As the pandemic arises, physical contacts are being avoided

by a lot of people, so online business is a great option for sellers. Social media has the

ability to reach millions of individuals all around the world, In this way a person’s business

can be easily boosted and promoted for different potential buyers. Social Media as a

marketing tool and strategy nowadays is very effective and efficient. Social media also has

a big wide range of audience since everyone in the present time uses social media already,

in this way you can use that advantage to promote and expand your business. Most of the

shops that you can see are usually promoting their stores on social media platforms.

Therefore this topic is very significant nowadays to know the in-depth information about

the benefits of using social media platforms in selling baked goods and to understand why

most shops promote their baked goods online. 

Business owners- This research would greatly benefit the business owners as this topic

is very up to data since there are a lot of new business owners who wants to start their own

bakeries, pastry shops and businesses online where in fact is a very good options since the

pandemic started and now everyone is living in the new normal type of way. This study has
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a lot of improvements and innovations in the technologies that we use, Since this study

promotes using social media as their marketing strategy, and discussing its effectiveness in

the present time. This research will help business owners to sell their products effectively

and help their business grow with the use of online platforms. Social media platforms are

very convenient for business owners because this strategy is an excellent way to connect

with potential buyers and relevant markets. They also provide you the ability to start your

own personal network from the bottom up. Whether you own or operate a small or big

shop. Social media provides several advantages to you as a business owner. That includes

increased customer engagement, receiving comments on your product and service, and

many more.

Consumers - This research beneficially affects the consumers as they are the one who

will buy the products on social media. Social media is the most powerful influencer on

purchasing decisions. When it comes to purchasing choices, social media is a peer

influencer, with 71% of customers likely to buy a product based on social media

recommendations and suggestions. (Ahmed, 2015).  Forbes has performed a study to

determine how customers interact with various organizations and industries such as retail,

hospitality, entertainment, and financial services via social media networks. They

discovered that 81% of respondents revealed that suggestions and postings from family and

friends had a direct impact on their purchasing decisions, while 78% claimed that company

social media posts influenced their purchasing decisions. Because of the numerous

advantages and benefits, an increasing number of consumers now choose online buying

rather than traditional shopping. Doing business has become a lot easier and faster thanks to
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the internet and social media. Social media marketing benefits consumers in terms of

convenience; buying online allows consumers to purchase whenever a consumer wants, and

orders 24/7 and rewards them with a 'no pollution' shopping experience. It is considerably

easier to compare and research products and pricing online. consumers may also exchange

information and reviews with other consumers who have firsthand experience of a product

or store. Also, People are avoiding crowds and physical touch since most consumers are

living in a new normal existence as a result of the pandemic, thus they will choose to

purchase online rather than buy in person. Other reasons why consumers benefit from social

media marketing includes that they may learn more about a company's goods and products

just like in the marketplace they can easily see the reviews given by the shop's previous

customer to the goods and pastries shop.  Facebook's influence as the dominant social

marketplace continues to increase. Facebook is responsible for 50% of all social referrals

and 64% of all social income. Because of the site's changing demographics, elderly

consumers might be a good target for shops using the Facebook marketplace platform.

(Smith, 2015)

Researchers - The researchers are interested in understanding how bakeries, pastry

shops, and businesses can use internet marketing as a strategy. The researchers will devise

several tactics to assist business owners and consumers in choosing to purchase baked

goods and pastries online, especially in this new normal lifestyle. The researchers will

acquire a better grasp of how different stores and bakeries may do business on social media

platforms and use this as a marketing strategy.

Future researchers - As this research generates new information and improvements as

the generation passes by, there are actual possibilities to provide interesting new

information and materials. Some of the researchers' great experiences demonstrated that

social media contributes to displaying credibility, authenticity and boosting reputation. This

research will greatly help the future researchers because as time goes on different

generations will exist therefore, they can use this research to serve as their guide on how

social media will have a great effect on people not just for business owners but to

consumers, future entrepreneurs in the future generation as well. 

Definition of Terms

Bakery businesses - A bakery is a business that creates, and markets baked goods

made with flour, like bread, cakes, pastries, and pies. (Definitions, n.d.)

In this research, bakery businesses are the ones who sell their baked goods and pastries

using the online platform. 

Baked goods - a baked food produced from dough or batter, such as bread, cake, or

cookies. (Merriam Webster, n.d.) In this research, baked goods are the products sold by

bakery owners online.

Comments - Your words or writing serve as an expression of your opinion.

(Cambridge Dictionary, n.d.) In this research, comments are the observations of the

customers to your products that might be positive or negative.

Customer data - as the data that customers give you when they interact with your

company through your website, mobile applications, surveys, social media, marketing

efforts, and other online and offline channels. (Deshpande, 2021)

In this research, customer data helps the business owners to fulfill their customer’s

expectations with the help of personal communication and the information that is given by

their customers. In addition to that, the business owners will know more about what kind of

products and services their consumers are interested in.

Facebook - Is a famous free social networking site that allows users to share

information, content and pictures while staying contact with their family and friends.

(Kerner, 2021)

In this research, the bakery owners use Facebook to advertise the baked goods and

pastries.

Marketing Strategy - refers to a company's overall strategy for attracting potential

clients and converting them into buyers of its goods or services. (Barone, 2022)

In this research, marketing strategy helps the business owners to create a plan to help

their businesses to grow. It’s a business’ action plan and blueprint on how they will market

their products.
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Marketing tools - Marketing tools are approaches, resources, and digital programs that

may assist businesses in efficiently promoting their products and services. (Indeed Editorial

Team, 2020)

In this research, Marketing tools are the strategies to help an online business.

Particularly a bakery and pastry shop.

Pandemic - A pandemic is defined as “an epidemic occurring worldwide, or over a

very wide area, crossing international boundaries and usually affecting a large number of

people” (Bull World Health Organ, 2011) 

In this research, pandemic has become the reason why social media marketing is an

effective tool specially nowadays.

Physical Store - A physical store, sometimes known as a brick-and-mortar store, is a

type of retail establishment that needs a physical location to display and sell its goods.

Physical stores can be standalone buildings, tenants in malls or shopping centers, or

connected to other locations like homes, residences, or museums. (Law Insider, 2013)

In this research, a physical store is where the owner of a bakery business sells their

baked goods and pastries. You will see it in the clear containers of their products.
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Reviews - A review is a verdict or analysis of something's quality.

(DICTIONARY.COM, n.d.)

In this research, review offers insightful feedback that you can use to enhance business

operations.

Social Media - social media refers to the ways through which individuals connect in

virtual communities and networks to produce, share, and/or exchange information and

ideas. (Tufts University, 2022)

In this research, social media is the recommended marketing strategy to use to sell

baked goods and pastries online.

Social media marketing - is the use of websites and social media platforms to

advertise a good or service. Social media marketing is growing in popularity among both

practitioners and researchers, even though e-marketing and digital marketing are still the

most used terminology in academia. (Wikimedia Foundation, 2022)

In this research, Social Media Marketing is a strategy wherein business owners use

social media platforms to sell baked goods and pastries online.

Traditional media environment - all media outlets that were accessible before to the

internet are considered traditional media, including newspapers, periodicals, TV, radio, and

billboards. (Indeed Editorial Team, 2021)

In this research, it was used to advertise before the social media platform came.
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Website traffic - refers to visitors to a website on the internet. Visits, also referred to

as "sessions," are a standard technique to gauge how successfully an online business is able

to draw customers. (BigCommerce, n.d)

In this research, website traffic helps an online business to monitor and know how

many consumers and potential buyers are interested in their business or products.