Digital Marketing and Financial Performance of Business Start-Ups in Tuguegarao City: a Basis for Service Learning Program

Karen Joy Catacutan; Tisha Marie  Acob; Johanna Lindsay  Dadap; Angelina Nicole  Fernandez; Riza Mea Riza Mea; Sara Jane Moniño; Justyrayra Jerlyn  Noriega

doi:10.55927/jfbd.v3i3.11421

Authors

Karen Joy Catacutan University of Saint Louis
Tisha Marie Acob University of Saint Louis
Johanna Lindsay Dadap University of Saint Louis
Angelina Nicole Fernandez University of Saint Louis
Riza Mea Riza Mea University of Saint Louis
Sara Jane Moniño University of Saint Louis
Justyrayra Jerlyn Noriega University of Saint Louis

DOI:

https://doi.org/10.55927/jfbd.v3i3.11421

Keywords:

Digital Marketing, Financial Performance, Profitability, Start-Up Businesses, Strategy

Abstract

This study assessed the influenced of digital marketing strategies on the financial performance of start-ups in Tuguegarao City, addressing a gap in understanding their influence on profitability. Using a descriptive-quantitative research design, data were collected from 35 start-ups and analyzed through descriptive and inferential statistics, specifically Pearson-R for correlation analysis. Findings revealed no significant relationship between digital marketing strategies, such as affiliate marketing, social media marketing, and financial metrics like gross and net profit margins. The conclusion emphasizes that while digital marketing can improve financial outcomes, start-ups should adopt a more tailored approach. The study proposes the seminar "D.I.G.I.T.A.L." to provide these businesses with a deeper understanding of digital marketing strategies for improved performance.

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