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Research Article

Exploring the Influence of Social Media Adoption on Firm Performance of the Food Industry in Cotabato Province, Philippines

690 reads
Mila Rose Javellana , Crystal Ann Casido , Jenny Rose Flores , Maria Theresa Ponseca , Ryan Dave Gabales , Kleven Jake Villamor
Psych Educ Multidisc J, 2025, 37 (3), 281-291, DOI: https://doi.org/10.70838/pemj.370308, ISSN 2822-4353
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Abstract

Firm performance is a crucial area of study in organizational research and is a key indicator of an organization's success. However, understanding it can be complex. This study investigates the relationship between social media adoption and firm performance in the food industry. It employs a quantitative descriptive correlational research design to collect relevant data from restaurant owners and managers using a combination of convenience sampling and area sampling methods. The findings indicate a significant positive correlation between social media adoption and firm performance (p<.05), primarily attributed to the perception of its usefulness across various business functions, including operations, productivity, customer service, and inquiry management. Grounded in Social Capital Theory, the results highlight how social media enhances relational and cognitive capital by reinforcing networks and trust, essential elements in the food sector. By bridging theory and practice, this research illuminates how digital engagement can drive improved firm performance in a competitive marketplace, providing valuable insights for practitioners navigating an increasingly digital landscape.

Keywords performance food industry Cotabato province Social Capital Theory social media adoption
Authors 6
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The team behind this paper

6 authors, 1 institution.

This paper Southern Baptist College — Philippines Southern Baptist College 6 authors Mila Rose Javellana — corresponding author MJ Mila Rose Javellana ✉ Crystal Ann Casido CC Crystal Ann Casido Jenny Rose Flores JF Jenny Rose Flores Maria Theresa Ponseca MP Maria Theresa Ponseca Ryan Dave Gabales RG Ryan Dave Gabales Kleven Jake Villamor KV Kleven Jake Villamor

Readership

690 reads over 18 months.

May 2025 October 2026

Related work on SciMatic

Closest of 83 articles sharing keywords with this one. A rarer shared keyword counts for more than a common one.

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This article is token #5153 of SciMatic Articles (ERC-1155): 1,000,000 tokens, minted once, never more. The chain also stores a fingerprint (SHA-256) of the article's record, so anyone can check that it has not been altered.

HolderWalletTokens
SciMatic 0xc35709…277732 100,000 (10%)
Mila Rose Javellana 0xA968a5…C994E9 150,000 (15%)
Crystal Ann Casido 0x5A5212…b462f0 150,000 (15%)
Jenny Rose Flores 0x48102A…D10A96 150,000 (15%)
Maria Theresa Ponseca 0x9A409A…FD6a97 150,000 (15%)
Ryan Dave Gabales 0xEfE435…af8061 150,000 (15%)
Kleven Jake Villamor 0x02D0b8…0cE7eB 150,000 (15%)
Content hash 0x5e307b0ca9a9bfc50db35c5a7790dea67d3da083a6ae3eb8dd26e30e117426cf
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Bibliographic Information

Mila Rose Javellana, Crystal Ann Casido, Jenny Rose Flores, Maria Theresa Ponseca, Ryan Dave Gabales, Kleven Jake Villamor, (2025). Exploring the Influence of Social Media Adoption on Firm Performance of the Food Industry in Cotabato Province, Philippines, Psychology and Education: A Multidisciplinary Journal, 37(3): 281-291
Bibtex Citation
@article{mila_rose_javellana2025pemj,
author = {Mila Rose Javellana and Crystal Ann Casido and Jenny Rose Flores and Maria Theresa Ponseca and Ryan Dave Gabales and Kleven Jake Villamor},
title = {Exploring the Influence of Social Media Adoption on Firm Performance of the Food Industry in Cotabato Province, Philippines},
journal = {Psychology and Education: A Multidisciplinary Journal},
year = {2025},
volume = {37},
number = {3},
pages = {281-291},
doi = {10.70838/pemj.370308},
url = {https://scimatic.org/index.php/show_manuscript/5153}
}
APA Citation
Javellana, M.R., Casido, C.A., Flores, J.R., Ponseca, M.T., Gabales, R.D., Villamor, K.J., (2025). Exploring the Influence of Social Media Adoption on Firm Performance of the Food Industry in Cotabato Province, Philippines. Psychology and Education: A Multidisciplinary Journal, 37(3), 281-291. https://doi.org/10.70838/pemj.370308

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