Authors : Christian Jay P. Sotto; Cherry Love S. Gicale

Volume/Issue : Volume 11 - 2026, Issue 1 - January

Google Scholar : https://tinyurl.com/4xfz5nut

Scribd : https://tinyurl.com/4ndd5fyu

DOI : https://doi.org/10.38124/ijisrt/26jan435

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study is primarily focused on determining the effectiveness of social media marketing to the business performance of freelance photographers. It aims to assess the effectiveness of social media marketing in terms of identity functionality, conversation functionality, relationships functionality, and visibility functionality. A descriptive correlational design was employed to the study. The instrument used an adopted modified research questionnaire, and the data were collected based on the respondents’ answers through online assessment using google forms. Three statistical tools were applied in the study namely Weighted Mean, Pearson Product-Moment Correlation Coefficient or Pearson R and Regression Analysis. The results from the conducted study presented that none of the individual social media marketing functionalities (identity, conversation, relationships, or visibility) have a significant independent impact on the business performance of freelance photographers. Instead, it is the combined and integrated use of these functionalities that contributes meaningfully to improving business performance. Therefore, freelance photographers should adopt a holistic social media marketing strategy that balances all these aspects to achieve better business outcomes. Freelance photographers should also practice applying different indicators together, creating a greater chance on improving business performance.

Keywords : Social Media Marketing 1 , Identity Functionality 2 , Conversation Functionality 3 , Relationships Functionality 4 , Visibility Functionality 5 , Business Performance 6 .

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