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In the 21st century, e-commerce technology has garnered significant interest from researchers and management, driven by the internet’s rapid growth. This has enabled customers to personalize websites according to their preferences. This study aimed to identify the benefits that small and medium-sized enterprises (SMEs) can gain from using social media to interact with customers, focusing on social media marketing tactics and their advantages. It provided insights into the challenges faced by entrepreneurs in prominent urban areas within the Subic Bay Metropolitan Authority (SBMA) and the managerial requirements for ensuring consumer satisfaction. The study concentrated on six key areas: profiling SMEs based on specific elements, identifying primary social media platforms used by SMEs in Subic Bay, evaluating potential benefits for SMEs, assessing the extent of social media engagement by SMEs, gathering input on ethical standards in social media marketing, and developing “RJM 24-points Proposed Guidelines for Social Media Practices.” Employing a descriptive methodology, data were collected from 51 respondents via structured questionnaires and supplemented by random interviews with proprietors, IT personnel, and managers. Statistical techniques such as percentage, weighted mean, Likert scale, and ranking were used for data analysis. Key findings revealed that increased brand visibility and feedback were the most probable benefits, while accessibility and advertising were the most commonly used social media practices. Ethical practices emphasize maintaining honesty, transparency, and authenticity in marketing efforts. The study provided several recommendations for improving social media marketing approaches for SMEs. These included encouraging financial businesses to diversify their products or focus on niche markets, motivating entrepreneurs to start micro or small firms to leverage low entry barriers and market adaptability, and prioritizing support for early-stage companies to enhance their chances of long-term success and profitability. Keywords: Electronic Shopping, Small Medium Enterprises (SME’s), Social Media Marketing Practices, Special Economic Zones
Mancera et al. (Tue,) studied this question.