Social Media Advertising Opportunities Among Selected Online Seller in

Bagumbayan, Taguig City

Introduction
Social Media Advertising is one of the most effective and quickest way to
promote businesses as our technology becomes more advanced and particularly
now that we are currently in a pandemic this is why social media advertising has
become more beneficial for businesses and entrepreneurs. Social Media is a
popular and powerful platform that has been used by large groups of people and
it's becoming an inevitable part of our everyday life considering the latest
revolution of our machinery. Social Media allows the users to have conversations,
share information, and even create web content which an online seller should
use to advertise their products in order to attract more consumers. Online
Advertising nowadays includes various advertisements in social networking sites
such as Facebook, Instagram, YouTube, etc

The effectiveness of such digital engagement programs is usually

assessed with social media monitoring tools providing quantitative metrics, such
as the number of likes, shares, comments, opens, views, followers, or clicks, as
indicators of level of engagement or valence of engagement (positive or negative
comments). Growth among these engagement metrics is often thought to stem
from creative execution of ads. With A/B testing, for example, various colors,
calls to action, background images, photos, and the like are juxtaposed to
examine which option best stimulates engagement (Scheinbaum 2016).

Most of the empirical evidence on social advertising effectiveness focuses

on a single product at a time. As a result, little is known about how the
effectiveness of social advertising varies across product categories or product
characteristics. We therefore collaborated with a large online social network to
conduct a randomized field experiment measuring social ad effectiveness across
71 products in 25 categories among more than 37 million users. We found some
product categories, like clothing, cars, and food, exhibited significantly stronger
social advertising effectiveness than other categories, like financial services,
electrical appliances, and mobile games. More generally, we found that status
goods, which rely on status-driven consumption, displayed strong social
advertising effectiveness. Meanwhile, social ads for experience goods, which rely
on informational social influence, did not perform any better or worse than social
ads for their theoretical counterparts, search goods. Social advertising
effectiveness also significantly varied across the relative characteristics of ad
viewers and their friends shown in ads. Understanding the heterogeneous effects
of social advertising across products can help marketers differentiate their social
advertising strategies and lead researchers to more nuanced theories of social
influence in product evaluation (Shan Huang, Sinan Aral, Yu Jeffrey Hu, Erik
Brynjolfsson, 2020)

This research aims to acknowledge different opportunities that an online

seller can adapt by advertising using various social media platforms for their
business to generate more revenue and to reach a wide range of consumers.
Social Media Advertising can help to gain attention and to have interest in
business. It can also provide information and obtain knowledge about the
product. These advertisements can help to promote business in social media like
Facebook, Instagram, and others. It can increase the awareness of the sellers
about the product that trends nowadays. Advertising is the best way to
communicate to the customers through social media. Social Media Advertising
helps inform the customers about the products that are available and the variety
of products useful to them.

Statement of the Problem

This study aims to know the opportunities of social media advertising
among the selected online sellers in Bagumbayan, Taguig City. Specifically, this
study seeks to answer the following questions:

1. What is the demographic profile of the respondents in terms of:

a. Gender
b. Age

2. What are the opportunities of using Social Media Advertising in terms

of:
a. Profit
b. Customers Service
c. Finding Potential Customers
 3. Is there a significant difference between the opportunities of social
media advertising based on the demographic profile of respondents?

Theoretical framework

Social media has not remained a phenomenon, it has reshaped into an

approach, an attitude. It is not just not a fad but a process that is here to stay,
empowering the daily lives of the global individuals belonging to various castes &
religions. Over the period of time, the strategies used for interacting with the
customers have changed drastically. Social media now serves as a vital
component of any company’s Integrated Marketing Communication (IMC)
program and acts as a hybrid element of its promotional mix. The research paper
aims to enhance the theoretical body of knowledge and provide a conceptual
social media advertising model (SMAM). The model is backed and supported by
two popular theories of consumer behavior known as Theory of Reasoned Action
(TRA) and Uses and Gratification Theory (U&G). Moreover, the proposed model
conceptualizes a series of consumer beliefs and motivational constructs that
have an impact on consumer attitudes and their underlying behavioral intentions.
The paper concludes with pragmatic insights for both the researchers and policy
makers in making their promotional strategies more engaging and appealing
through the use of social media. (The Social Media Advertising Model (SMAM): A
Theoretical Framework. Journal of Managerial Sciences. Ahmed, Qazi & Raziq,
Muhammad Mustafa.2018)

The stated principle emphasizes that advertising through the use of

social media has a significant effect on the entrepreneurs, for the marketers to
have a better understanding of their target audience's likes, dislikes, and
interests that they might encounter in dealing with this kind of promotional
strategies. This theory is also an essential way for them to acquire opportunities
and develop strong connections allowing them to develop a stronger marketing
strategy to attract their target customers. All social media advertisements are
open to the public, allowing businesses to monitor the activity of their customers
or potential purchasers.
Conceptual Framework

To visualize the context above, the researchers use simple design to

present our components in each variable. For the first box it indicates the
independent variable which is Social Media Advertising while for the dependent
variable are finding potential customers, customer service, and profit. Each arrow
should start in the first box and it points to the three boxes that indicate the
problem of the research.

Hypothesis

There is no significant difference between the demographic profile of the

selected online seller in Bagumbayan, Taguig City in terms of gender and age
towards the opportunities of social media advertising.