Publication: Glam goes digital:
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Date
2026-04
Journal Title
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Publisher
Don Mariano Marcos Memorial State University – Mid La Union Campus
Abstract
Digital marketing has become essential for small service enterprises to remain competitive. This study examined the business profile of beauty salons and their extent of digital marketing adoption using the 7Ms, as well as the relationship between profile, adoption, and challenges encountered. A quantitative descriptive-correlational design was used, involving 96 salon owners and employees in the City of San Fernando, La Union. Data were analyzed using frequency counts, percentages, median, and Spearman’s rho. Most respondents were micro enterprises (97.9%) with 1 to 9 employees (97.9%), and the highest adoption period was in 2021 (24.0%). The average monthly revenue was approximately ₱100,594. Adoption was rated highly in manpower and selected materials, while other areas were adopted. Challenges, including restrictive economic conditions and limited digital marketing skills, were somewhat challenging.
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Keywords
Digital marketing, Digital marketing adoption, Online marketing, Beauty salons, Micro and small enterprises, Service enterprises, Marketing strategies, Digital transformation
Citation
Habon, A. M. O., Hagos, T. K. D., Jemenia, G. S., Palma, A. R. V., & Rivera, R. L. G. (2026). Glam goes digital: Online marketing adoption among micro and small enterprise beauty salons in the City of San Fernando, La Union. [Unpublished Undergraduate Thesis]. Don Mariano Marcos Memorial State University – Mid La Union Campus, City of San Fernando, La Union. Lakasa ti Sirib, DMMMSU Institutional Repository.
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