Social Media Use, Organizational Performance and Sustainability: Insights from Small and Medium Enterprises in the Philippines

Social media is a platform that allows users to create content, and share ideas, and information in an internet-based form of communication. Social media is gaining attention to support small and medium enterprises in conducting business. However, studies on social media use and its impact on organizational performance and sustainability remain underexplored in the Philippines. This study explores the use of social media and its impact on organizational performance and sustainability. This study applies a qualitative study through interviews with SMEs in the Philippines, a developing country perspective. Results show collaboration, information sharing, customer relations and service, and competitors' accessibility. While social media impact includes brand visibility, productivity, revenue generation, and sustainability. Furthermore, SMEs identified conversation, sharing, presence, and reputation are key features that contribute to SMEs (productivity, brand visibility, and revenue generation) performance. On the other hand, SMEs identified social media with the provision to enhance brand awareness, identity, interactions, lead generation, conversion, customer service, and insights reporting are found highly important criteria in the selection of social media for business. Hence, this study confirms the positive role and impacts of social media on SMEs' business activities and sustainability. This work suggests some practical and theoretical implications.