Social networking sites such as Facebook, YouTube, Instagram, TikTok, and the likes have given micro, small and medium enterprises the opportunity to innovate their marketing strategy. This study determined the role of social network marketing in micro, small, and medium enterprise (MSME) in terms of representation, customer engagement, and lead conversion. Using descriptive and comparative research design, the data gathered came from 260 MSME owners and were tested using descriptive statistics: frequency, percentage, and mean. Analysis of Variance (ANOVA) was also used. Results revealed that there is a significant difference in the representation, customer engagement, and lead conversion roles of the social networking sites when MSMEs are grouped according to size. Utilizing the results of the current study, a capstone project or action plan is proposed for implementation in order to help the micro, small and medium enterprises in the Luzon area.

Micro Small Medium Enterprise

social networking sites

representation

customer engagement

lead conversion