Chapter 9 - A Comparative Analysis of Facebook, Instagram, and TikTok as Marketing Platforms for Small Businesses in Barangay West Rembo, Taguig City by: Jean Mae V. Marinas

In today's digital era, social media platforms have become powerful tools for businesses, offering cost-effective and dynamic marketing solutions. Small businesses, in particular, utilize platforms like Facebook, Instagram, and TikTok to enhance brand visibility, customer engagement, and overall market reach. These platforms provide distinct features such as targeted advertising, influencer collaborations, and algorithm-driven content distribution. However, small businesses often struggle to determine which platform is most effective for their marketing strategies. According to Hassan (2024), qualitative research allows for an in-depth understanding of human experiences, behaviors, and interactions, making it suitable for analyzing how businesses utilize social media for marketing. Additionally, descriptive research, as defined by Hassan (2024), is ideal for studying trends and engagement patterns in social media marketing. This study employs a qualitative-descriptive research design, using survey questionnaires to collect data from small business owners actively using Facebook, Instagram, and TikTok for marketing. Slovin's formula was used to determine an appropriate sample size, ensuring a representative group of respondents. The gathered data was analyzed through statistical treatments such as mean, percentage, and ranking to assess the effectiveness of each platform in enhancing audience engagement. According to Libretexts (2021), survey questionnaires provide a structured approach to gathering responses, ensuring consistency in data collection and analysis. Furthermore, Bobbitt (2023) highlights the importance of Slovin's formula in determining the minimum sample size for statistical accuracy, ensuring the reliability of the study's findings. The results indicate that Facebook remains the most widely used platform, offering strong