PRINCIPLES OF BUSINESS SCHOOL BASED

ASSESSMENT

" The Role of Social Media in Promoting Small Businesses "

Name of Candidates: Malikah Wildman, D’Andre Ducally, Mikayla Henry, Sanetra

Byfield, Kimmel Holder

Candidates #: 101123104, 101120393, 101122159, 101121640

Center: St. Mary High

Center Number: (876) 992-2414

Year of Exam: 2024/2025

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Teacher’s Name: Ms. Barrett

Territory: Jamaica

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 TABLE OF CONTENTS

Pages

Title 2

Objectives 3

Background 4

Methodology 5

Data Collection 7

Interview Questions 9

Analysis of Data 10

Conclusions 15

Recommendations 16

Bibliography 20

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 Title

"The Role of Social Media in Promoting Small Businesses"

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 OBJECTIVES

● 1.) To analyze the effectiveness of social media marketing strategies in increasing brand

awareness of small business.

● 2.)To investigate the impact of social media on the number of sales and, by extension, income

levels of small business.

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 Background

Social media has completely changed the way small businesses promote themselves. In the past,

businesses relied on expensive advertising methods like newspaper ads, flyers, or word-of-

mouth. But now, with platforms like Facebook, Instagram, TikTok, and X (formerly Twitter),

small businesses can reach thousands—sometimes even millions—of people without spending a

fortune.

These platforms give businesses the chance to showcase their products, connect with customers

directly, and build strong relationships with their audience. Whether it's through eye-catching

photos, engaging videos, or interactive posts, social media allows small businesses to stand out

in a crowded market. Plus, with features like customer reviews, direct messaging, and targeted

ads, businesses can better understand their customers' needs and improve their services.

In today’s world, having a social media presence isn't just an option—it’s a necessity. Small

businesses that use social media effectively can boost their brand awareness, attract new

customers, and grow their sales, all while competing with bigger brands.

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 Methodology

For this research on “The Role of Social Media in Promoting Small Businesses,” two methods

were used: Case Study Analysis and Online Research. These methods helped to gather

information on how small businesses use social media to promote their products and services.

1. Case Study Analysis

Two small businesses were chosen to see how they use social media to attract customers. One

was a local business, and the other was an international business. These businesses were selected

because they actively use platforms like Instagram and Facebook to market their products.

Local Business: A small bakery was studied to see how it uses Instagram and Facebook to

promote daily specials, interact with customers, and increase sales.

International Business: Gymshark, a fitness clothing brand, was examined to understand how it

uses social media influencers and advertisements to grow its brand.

Information was gathered by looking at their social media pages, reading articles about them, and

analyzing their marketing strategies.

2. Online Research

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In addition to the case studies, online research was done to find more information about how

social media helps small businesses. Websites like Statista, HubSpot, and Forbes were used to

find statistics, expert opinions, and examples of successful social media marketing.

Statista provided data on how many businesses use social media for advertising.

HubSpot and Social Media Examiner explained the best ways small businesses can use social

media.

Forbes shared real-life success stories of businesses that grew because of social media.

Using these two methods, the research was able to show both real examples of businesses using

social media and expert opinions on why it is effective.

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 Data Collection

Interview Questions:

1. How often do you run out of school supplies?

q Rarely

q Sometimes

q Frequently

q Always

2. Do you think having enough school supplies is important for your education?

q Yes

q No

3. How do you feel when you don’t have all the required school supplies?

4. Which school supplies do you think are most important for your school work?

q Pencils

q Notebooks

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 q Calculators

q Highlighters

q Folders

5. Do you think schools should provide all necessary supplies to students?

q Yes

q No

6. Where do you usually get your school supplies from?

q Stationery store

q Online

q School supply drives

q Family/friends

7. Which schools supplies are you currently missing?

q Pencils

q Notebooks

q Erasers

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 q Markers

q Rulers

q Backpack

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 Presentation and Analysis of Data

Question 4

Chart showing how often customers interact with the

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Figure 1.

Figure 1 shows that 50% of customers engage with the business on social media twice per week, 33%

interact three times per week, 10% engage daily, and 7% only interact once per week. This indicates that

a majority of customers are actively engaging with the business multiple times per week, highlighting

the effectiveness of social media in maintaining customer interest.

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Question 5

Chart showing how frequently customers seek business

1st Qtr 2nd Qtr 3rd Qtr

Figure 2.

Figure 2 illustrates that 53% of customers frequently look for business updates on social media,

27% check occasionally, and 20% do not use social media for updates at all. This suggests that

social media plays a crucial role in keeping customers informed, though some still rely on other

methods for business information.

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Question 6

Chart showing the main reasons businesses prefer social

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Figure 3.

Figure 3 indicates that 30% of businesses prefer social media marketing because it is more cost-

effective compared to traditional advertising. Meanwhile, 27% find it beneficial due to the

availability of well-known and reputable platforms. Additionally, 23% of businesses choose

social media marketing because it allows for higher-quality engagement with customers, and

20% appreciate its long-term effectiveness in maintaining brand visibility and customer

relationships.

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Question 7

Chart showing businesses facing challenges in meeting

1st Qtr 2nd Qtr

Figure 4.

According to Figure 4, 60% of small businesses agree that they have struggled to meet customer

demands due to limited resources or stock when promoting their products on social media. Meanwhile,

40% of businesses disagree, stating that they are able to fulfill customer needs effectively through their

online platforms.

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 Findings

Objective 1: To determine whether the use of social media positively or negatively impacts small

businesses. Based on Figure 7, the data analysis reveals that 67% of small business owners believe social

media has a negative impact, while 33% see it as beneficial. This confirms that while some businesses

thrive using social media, others struggle with visibility, engagement, or sales. The question that

contributed to this finding was: "How has social media affected your business?"

Objective 2: To find out how frequently small businesses use social media to promote their products or

services. The data analysis showed that 53% of business owners frequently rely on social media for

marketing, while others use it less often. This conclusion was drawn from the question: "How often do

you use social media to promote your business?"

Objective 3: To determine whether social media impacts the profitability of small businesses. An

interview with a local business owner confirmed that social media plays a major role in profitability—

either helping businesses gain more customers or making it harder to stand out in a crowded market.

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 Conclusion

The research showed that social media has a big impact on small businesses. Many businesses

rely on social media to reach customers, but some struggle because of competition and changing

trends. According to the findings, 67% of small business owners said that social media

negatively affected them, while 33% found it helpful. The research also found that businesses

often try to promote themselves online, with 53% using social media regularly, 27% using it

sometimes, and 20% not using it at all.

Mr. Reid, a local business owner, explained that not using social media properly can hurt a

business’s profits. He mentioned that without a clear plan, businesses struggle to attract

customers and keep up with demand. This shows that small businesses need to understand how

to use social media effectively to increase their sales and grow their brand.

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 Recommendations

Objective 1: To find out if social media affects small businesses in a good or bad way.

 The research showed that social media has both positive and negative effects on small

businesses. Some businesses struggle to get noticed because of competition and changing social

media trends, while others grow by reaching more customers online. This proves that social

media can help businesses, but it can also make things harder. A good idea would be for small

business owners to learn how social media works and keep up with trends so they can use it

better.

Objective 2: To see how often small businesses use social media to promote themselves.

 The research found that most small businesses use social media a lot to promote their products

or services. Many businesses depend on social media because it helps them connect with

customers easily. Because of this, small business owners should try to post regularly, use

different social media apps, and pay attention to what their customers like so they can improve

their business.

Objective 3: To understand how social media affects small businesses' sales and profits.

 The research showed that social media has a big impact on how much money small businesses

make. When businesses use social media the right way, they get more customers and make

more sales. However, if they don’t use it well, their sales may go down. To help with this, small

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 business owners should learn good marketing strategies, consider using paid ads, and interact

with their customers more often to help their business grow.

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 Bibliography

Education Business. (2024). Stationery is a core resource for schools. Education Business UK.

Stationery: the core resource for schools | Education Business (educationbusinessuk.net)

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 APPENDIX

1. Identifying the Research Question

o Before selecting a case study, it's essential to define the research question or problem.

The case study should provide insight or answers to this question.

2. Selecting a Relevant Industry or Sector

o The case study should come from an industry or sector that is directly related to the

research area, ensuring that the findings are applicable.

3. Diversity of Sources

o To ensure reliability and validity, case studies should be selected from diverse online

sources, offering a range of perspectives and data points.

4. Evaluating Credibility of Sources

o It is important to ensure that the sources from which the case studies are drawn are

credible, authoritative, and up-to-date.

B. ONLINE SOURCES FOR CASE STUDY RESEARCH

1. Academic Databases

o Google Scholar

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  A freely accessible search engine for scholarly articles, theses, books, and

conference papers. It provides access to high-quality research materials for case

study selection.

o JSTOR

 A digital library for scholars, researchers, and students, containing academic

journal articles, books, and primary sources. JSTOR often features peer-

reviewed case studies.

o PubMed

 Provides access to research in the field of life sciences and biomedical literature,

offering case studies related to healthcare and medicine.

o Scopus

 A comprehensive abstract and citation database offering a variety of academic

papers, including detailed case studies from various disciplines.

2. Industry-Specific Websites and Reports

o Harvard Business Review (HBR)

 Known for its business case studies, HBR provides detailed insights into

corporate strategies, marketing practices, and leadership decisions. It is a

reputable source for business case studies.

o McKinsey & Company

 McKinsey publishes case studies on organizational management, business

operations, and corporate performance, offering valuable insights into real-

world business practices.

o Gartner

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  Offers case studies and research on technology, IT management, and digital

transformation, providing valuable perspectives for tech-related case studies.

3. News Outlets and Online Media

o The New York Times

 Features articles with case study examples of businesses, innovations, and

major industry trends.

o Forbes

 Provides case studies focusing on business leadership, entrepreneurship, and

market trends, often showcasing successful startups and established companies.

o Business Insider

 Regularly features case studies and reports on trends, technological innovations,

and successful business strategies.

4. Government and Nonprofit Organizations

o U.S. Small Business Administration (SBA)

 Publishes case studies about small businesses, their growth strategies, and the

challenges they face. The SBA’s reports are an excellent source for research on

small business success and failure stories.

o World Bank

 Offers reports and case studies on global development, economics, and business

practices. Case studies from the World Bank focus on international development

and public policy.

o OECD (Organisation for Economic Co-operation and Development)

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  Provides in-depth case studies on a variety of topics such as economic

development, entrepreneurship, and education. Their case studies often

highlight best practices in the public and private sectors.

5. Specialized Case Study Websites

o Case Centre

 A repository for academic case studies on various subjects, from business and

management to economics and sustainability. This platform allows users to

search for case studies by subject, region, and industry.

o Ivey Business School Case Publishing

 Provides case studies that cover business operations, strategies, and

management. Ivey Business School is known for producing highly regarded case

studies that are used in academic and business environments.

6. Social Media and Blogs

o Medium

 A platform where professionals, businesses, and thought leaders publish articles

and case studies on their experiences, particularly in the fields of marketing,

technology, and entrepreneurship.

o LinkedIn Articles

 Many industry leaders and experts share case studies on LinkedIn, making it an

excellent source for up-to-date business case studies and professional insights.

o Reddit (Subreddits like r/Entrepreneur, r/SmallBusiness)

 Users often share personal stories, lessons learned, and success/failure case

studies related to entrepreneurship and business strategies.

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 7. Research Blogs and Whitepapers

o Kissmetrics Blog

 Provides marketing and business case studies focusing on digital marketing,

customer acquisition, and retention strategies.

o HubSpot Blog

 Offers marketing and sales case studies, along with helpful insights on growth

strategies for small and medium-sized businesses.

o Buffer Blog

 Specializes in case studies on social media marketing, engagement strategies,

and online branding.

C. EVALUATING THE QUALITY OF CASE STUDIES

1. Relevance

o Ensure that the case study addresses the specific research question and is applicable to

the industry or topic being studied.

2. Authenticity

o Use case studies from reputable sources to ensure they are based on actual events and

data, rather than hypothetical or anecdotal examples.

3. Depth of Analysis

o Look for case studies that provide a thorough analysis, including data, challenges,

solutions, and outcomes. The more detailed the case study, the more valuable it is for

research.

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 4. Credibility of the Author or Publisher

o The reputation of the source publishing the case study is crucial for ensuring the

reliability and accuracy of the findings.

D. EXAMPLE CASE STUDIES AND SOURCES

1. Harvard Business Review - "The Rise of the Digital Disruptor"

o A case study on how digital technology is reshaping traditional industries and how

businesses are adapting to new market realities.

2. McKinsey & Company - "Business Transformation in the Age of Disruption"

o A detailed case study on how large companies are transforming their operations to

thrive in the digital economy.

3. Forbes - "How Small Businesses Thrive in a Competitive Marketplace"

o A series of case studies focused on small businesses successfully utilizing social media

marketing to grow their brands.

4. The World Bank - "Small Business Success in Emerging Economies"

o A collection of case studies showcasing successful small businesses in developing

countries, supported by World Bank initiatives.

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