Service learning and digital content development to boost sales for small businesses inside and nearby the university: Empowering local communities

Abstract

This study aimed to conceptualize, create, and assess the efficacy of digital content disseminated through social media channels, aimed at bolstering sales for both local small businesses inside and nearby the university’s vicinity, with a focus on the food and beverage sector. The method employed a service-learning paradigm, emphasizing experiential education that engages undergraduates in the practical application of their studies. The research objectives encompassed gauging participant perspectives on the produced social media content, appraising the quality of content and media delivery, as well as evaluating satisfaction levels within the sample group. Data collection focused on a purposive sample group, consisting of individuals who participated in the project for a minimum of one month and willingly provided input through the evaluation forms. This participant pool comprised 20 small business proprietors, 100 viewers who engaged with the digital content on social media, and 59 undergraduate students who were involved in project. Key findings underscored a pronounced demand among small business owners for the development of digital content. Researchers leveraged this information to orchestrate content creation and invited expert panels to evaluate its caliber. The content’s quality garnered commendation as ‘very good,’ paralleled by an equally high evaluation of media presentation quality. Audience perception registered at the highest level, alongside a corresponding peak in their satisfaction levels. Small business owners reported marked satisfaction gains. Following a three-month circulation period of digital content via social media channels, sales for the small businesses exhibited a notable upswing of 65 percent.