From Physical to Virtual Spaces: Business Marketing in the Era of Social Media amongst the Filipino Entrepreneurs in Qatar, A Phenomenology

Monaliza P. Cayatoc MAG RGC, Michael Christian V. Montero, Leshamel R. Montayre, Dave B. Javier, Miguel A. Villamor, Rainier Anthony D. Bumanlag, Lanz Maron F. Espino

Social Media, Qualitative, Entrepreneurs, Qatar, Online Market, Online Platform

Background: The use of social media is the current and modern way of life that many people use today. With a large and growing population that uses social media platforms, many businesses in Qatar have taken the opportunity to make use of social media and advertise their business by transitioning to the online market. This study mainly focuses on attaining a complete comprehension of the changes in using social media platforms for Filipino entrepreneurs in promoting their business. Method: This qualitative research utilized a phenomenological design to discover the lived experiences of Filipino entrepreneurs in Qatar as they are transitioning to the online platforms of social media relative to the central question, "How do Filipino entrepreneurs manage self-promotion of their business with regard to social media advertising?" The data were gathered through a forty-six semi-structured interview and were analyzed using an inductive approach in theme development. Findings: This study shows that there are different aspects that affect the business marketing strategy which are expressed in the themes: Social Sophistication, Digital Connection, and Economic Expansion. Conclusion: The study concludes that the business owners are able to adapt and step into an unfamiliar field to ensure the longevity of their business.

https://doi.org/10.31871/IJNTR.8.2.10