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Glam goes digital:

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creativework.keywords7ms, beauty salons, digital marketing adoption, micro and small enterprises, online-marketing
dc.contributor.authorHabon, Alexa Mae O.
dc.contributor.authorHagos, Tiffany Kate D.
dc.contributor.authorJemenia, Glenda S.
dc.contributor.authorPalma, Axlton Ren V.
dc.contributor.authorRivera, Raizhen Lois G.
dc.date.accessioned2026-10-08T14:53:00Z
dc.date.available2026-10-08T14:53:00Z
dc.date.issued2026-04
dc.descriptionFull text
dc.description.abstractDigital 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.
dc.format.extentxii, 203 p.: ill. (col.)
dc.identifier.citationHabon, 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 [Unpublished Undergraduate Thesis].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.
dc.identifier.urihttps://lakasa.dmmmsu.edu.ph/handle/123456789/2750
dc.language.isoen
dc.publisherDon Mariano Marcos Memorial State University – Mid La Union Campus
dc.rights.licenseCC BY 4.0
dc.sdgSDG 8
dc.sdgSDG 9
dc.sdgSDG 12
dc.subjectDigital marketing
dc.subjectDigital marketing adoption
dc.subjectOnline marketing
dc.subjectBeauty salons
dc.subjectMicro and small enterprises
dc.subjectService enterprises
dc.subjectMarketing strategies
dc.subjectDigital transformation
dc.subject.ddcPersonal care services -– Service management
dc.subject.ddcElectronic commerce (Digital marketing)
dc.subject.ddcSmall business -- Marketing
dc.titleGlam goes digital:
dc.title.alternativeOnline marketing adoption among micro and small enterprise beauty salons in the City of San Fernando, La Union
dc.typeThesis
dcterms.accessRightsOpen access
dspace.entity.typePublication
thesis.degree.disciplineCollege of Management
thesis.degree.levelUndergraduate
thesis.degree.nameBachelor of Science in Business Administration
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