Digital Commercialization Strategies for Processed Seafood Products:
Framework for Small and Medium-Sized Enterprises in Metro Manila
Rogelio M. Alejandro, Jr., D.Litt. (H.C.)
hajjie.alejandro@gmail.com
University of Perpetual Help System Dalta
Las Pinas City, Metro Manila, Philippines
DOI: https://doi.org/10.54476/ioer-imrj/
ABSTRACT
This study explored digital commercialization strategies for small and medium-sized enterprises (SMEs) in Metro Manila’s processed seafood sector. It aimed to address issues in visibility, competitiveness, and online engagement. Using a descriptive-correlational design, the study surveyed 111 purposively selected respondents. Quantitative analysis identified which digital marketing strategies most influenced commercialization performance. Findings showed that social media marketing, visual content, and e-commerce integration had a strong positive impact, while email marketing received a neutral response, suggesting the need for further qualitative research. Based on the results, a strategic framework was developed to guide SMEs in adopting digital strategies aligned with national initiatives such as the E-Commerce Roadmap, Digital PINAS, and GO Lokal! This study contributes to inclusive digital entrepreneurship and supports the Sustainable Development Goals related to innovation, economic growth, and reducing inequality.
Keywords: digital marketing, commercialization, SMEs, processed seafood, strategic framework, innovation adoption
Read More>>