KALAYAAN NATIONAL HIGH SCHOOL

Perception of ABM Students on Facebook

App as a Product Advertising in

Kalayaan National High School

A research proposal presented to

Kalayaan National High School

In partial fulfillment

of the requirements for the subject

Inquiries, Investigation and Immersion

Presented by:

Dela Cruz, Rowel D.

Lopez, Valerie G.

Samson, Nerrie Mae G.

Sangalang, Jhunamae A.

Presented to:

Mr. Aniban

Research Adviser

November 2019
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Chapter 1

THE PROBLEM

Background of the Study

Nowadays, we can see advertising almost everywhere around us,

such as in television, radio, newspaper, billboard, magazines and in recent time

in internet and web advertising. Advertising is the means informing as well as

influencing the potential buyer to consume a product through visual or oral

communicating. It is used to communicate business information to the present

and prospective customers, usually this will provide through information about the

advertising company.

According to Curran, Graham & Temple (2011), “Approaches to

advertising have changed dramatically over the past 50 years, Newspapers to

mass media via radio and cinema, from television sets to internet and e-mail.

Now the next target is insight – social networking. With advance in technology

consumers are now in control of the media message they want to become

expose to. They have the option of watching TV programs without having to view

advertisements, they can listen to radio without having to hear the

advertisements, they can alter their mail boxes so that SPAM mail goes directly
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to their junk folder and they can minimize advert pop-ups when surfing online.

Marketers are being forced to consider another form of marketing that would

reach target customers in a new way”.

This advertising message is considering as an important

component in advertising communication process. It is the thought, idea, attitude,

image, or other information that the advertiser wish to convey to the target

audience, on how an advertising message is presented critically and determining

its effectiveness.

Dokyun Lee, Kartik Hosanagar, Harikesh S Nair (2018) They said

that they used Facebook app on customer engagement in order to advertise their

company's service which is the Amazon Mechanical Turk and natural language

processing algorithms, 106,316 Facebook messages across 782 companies.

They said that they use this set of data to study the association various kinds of

social media marketing content with user engagement. This Facebook also can

be reacting, comments and even shares so that their service will longer to be

popular in the generation. They do informative style in Facebook app to be known

their services.

In this new generation, social media is the most well-known media

platform, such as Facebook. We use Facebook for gaining popularity and to surf

info among the people or other information. For years, Facebook was disdainful

of calls to monetize its hundreds of millions user, focusing instead on adding

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features and building critical mass. But today, as a public company, Facebook

has been adding advertising options at a furious pace.

Kabir, Md. Toukir (2017). Cookie jar is a marketing communicating

agencies that dedicate to serve the clients to meet their business objective and

satisfaction. So one of their instrument to communicate to their clients is the

Facebook app which may help to talk with. They are worked at some big

association like The Daily Star, Telenor Digital, Opera, Airtel Buzz Ltd, Tonic,

BMW Bangladesh, HP Bangladesh, Dettol, Financial Express, Harpic, Veet, G4S,

Be Here Now, Emami, Chaldal, Thyrocare Bangladesh Ltd. In the Cookie Jar Ltd

and those all association will be their clients and the instruments they used to

communicate is the Facebook.

Furthermore, online business man/woman also see the Facebook

app as an opportunity for their business use. They are currently using the internet

as their most valuable tool through creative advertisement of their product will

speed up adoption, because of new technique and more effective Facebook app

that allow businesses to communicate with the public.

In general marketing role of Facebook is considered with special

attention to the advertising. Advertising on Facebook is briefly introduced with

possibilities of advertising targeting and its performance.

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Statement of the Problem

The purpose of this study is to determine the perception ABM

Students on Facebook app as a product advertising in Kalayaan National High

School.

1. What is the profile of the Grade 11 and 12 ABM Students in terms of:

a. Grade level

2. What is the percentage of Grade 11 and 12 ABM Students who use

Facebook app as a product advertising?

3. Is there any significant difference on the perspective of Grade 11 and 12

ABM students in terms of Facebook app on product advertising?

Scope and Limitations of the Study

The study focused on the perception of ABM Students on Facebook

App on Product Advertising in Kalayaan National High School. The respondents

of the study were composed of 157 respondents, where in Grade 11 and 12 ABM

Students will availability selected with the S.Y. 2019-2020 (2 nd Semester). The

results of this study is applicable only to the respondents of this study and should

be used as a measure of perception of ABM Students on Facebook App as a

Product Advertising in Kalayaan National High School.

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This research considered working on this study to find out if the

Facebook App is effective platform on Product advertising based on the

Perception of Grade 11 and 12 ABM students, and to assess the effectiveness of

the situation which is regards to the development specially to enhance the ability

of using Facebook app and overcome adversities.

Significance of the Study

The findings of this study could be helpful to the following:

Future Researcher – the findings of the study will serve as a reference material

and guide for future researchers who wish to conduct the same research study or

any study related to the effect of Facebook app on product advertising.

Marketing sales person – The result of this study may provide on assessment

of the effect of Facebook app on product advertising whether it is effective or not.

This will help marketing person to use Facebook app as a new strategy to

promote their product.

Society – This research will help the society to have an easier way to search a

new product that the people want to discover through the use of Facebook app.

Students – The results of this study may encourage the students to use

Facebook app effectively, this can help them as a technique to pave the way of

producing better learning and discipline for properly using Facebook app on

product advertising.
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Chapter 2

REVIEW OF RELATED LITERATURE

This chapter includes the review of related literature, theoretical framework,

conceptual framework, research hypothesis and the definition of terms.

Facebook App

According to Claussen, Kretschmer, & Mayrhofer, (2013) Facebook

app has a big benefit to us as a Facebook user. It shows that social media does

not only necessary through hard exclusion but can also be changed. The change

led to new applications with significantly higher user ratings being developed.

Ratings become more important drivers of app success, it affected by the rule:

sheer network size become a less important driver for app success, update

frequency benefitted apps more in staying successful, and active users of

Facebook apps declined less rapidly with age.

Additionally, the study by Ibrahim, et al,(2014), the usage of

smartphone applications such as Facebook has contributed enormously to

especially online business. It contributes to the development and improvement of

various activity globally. One of those activities is a day to day business such as

household selling; home based; kitchen needs and utilities, wedding door gifts
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and souvenirs, flower arrangement/bouquets, artworks, cloth, scarf and varieties

of other products.

Advertising

According to Dawson, & Lamb, (2015), advertising is the principles

on its allocation of inventory to advertisers. It’s provides the view of the consumer

and point of planning and buying all digital media channels, and allows people to

conduct their own data’s. It provides an even more contextually targeted

advertising solution where the influence of a friend or other trusted sources,

guides the user along a path to consuming new forms of content.

Moreover, the study of Nucci, A., (2015), the outcome of the

exposed advertising expressively affected brand image and brand equity both of

which representative pitching to an expressive alter in purchasing ambition or

intention.
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Theoretical Framework

Independent Variable

FACEBOOK APP

CUSTOMER DIRECT MESSAGE ADS

ENGAGEMENT (VIDEOS & PICTURES)

FACEBOOK APP

Dependent Variable

The independent variable is Facebook app while the dependent

variable is the product advertising on our customer as the credibility, according to

the study of Lee, D., Hosanagan, & Nair, (2018). The three main features of

Facebook app such as customer engagement, direct message and ads are the

factors that affects product advertising. This study revealed that with the use of

new technology consumers are now in control of media message they want to

become exposed. We also find that inclusion of widely used content related to

brand personality-like humor and emotion- is associated with higher level of

consumer engagement (likes, comments, shares) with a message.

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Conceptual Framework

The research paradigm that guided this study is shown below. It

follows the Input-Process-Output approach.

INPUT
Statement of the
Problem

1. What is the profile

of the Grade 11 and OUTPUT
12 ABM Students in
terms of :
a. Grade Level The

2. What is the PROCESS researchers

percentage of Grade show the
11 and 12 ABM
results that the
Students who use Researchers
Facebook app as a Facebook app
product advertising? directly give a
is the effective
questionnaire
3. What are the instrument on
advantages and to the
product
disadvantages of respondents
Facebook app on advertising
product advertising? and answers
based on the
the questions.
4. Is there any perception of
significant difference
Grade 11 & 12
on the perspective of
grade 11 and 12 students.
ABM students in
terms of Facebook
app on product
advertising?
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The input of the study is consisted of statement of the problem

where the questions are indicated.

The process is composing of how the researchers distribute their

questionnaire to the respondents in order to get the results of the study.

In this stage which is the output, researcher successfully get the

results from the respondents.

Hypothesis

Ho: There is no significant different on the perspective of Grade 11 and 12

ABM students in terms of Facebook app on product advertising.

H a : There is a significant different on the perspective of Grade 11 and 12

ABM students in terms of Facebook app on product advertising.

Definition of Terms

Advertising- the activity of profession of producing advertisements for

commercial products or services.

Marketers- a person whose duties include the identification of the goods and

services desired by a set of consumers, as well as the marketing of those goods

and services on behalf of a company.

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Communication- the imparting or exchange of information or news.

Chapter 3

RESEARCH METHODOLOGY

This chapter presents the general plan in the conduct of the study. It includes the

Research Design, Sample, Instruments, Data Collection and Procedure, and

Data Analysis.

Research design

This research study Rely on descriptive method which describe and

interpret the data about the study Effect of Facebook app on Product Advertising.

This study used this kind of research design to represent the advantages and

disadvantages of Facebook app on product advertising of ABM students in

Kalayaan National High School. In addition, this research can obtain accurate

and detailed information about the existing relationship of variables and non-

manipulating the variables.

Sample

Kalayaan National High School, Pasay City, Metro Manila is

purposively selected a sample based on their prior information that will provide
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the data that we need. ABM students, Grade 11 and 12 in Kalayaan National

High School is purposively selected. The study will be accomplished for the

school year 2019-2020.

This regards, the researchers emphasized that the purposive

sampling was based on certain criteria laid down by the research such that the

respondents within the population have meaning for the data that will be

gathered.

Research Instrument

In gathering of the data, the survey research method with

questionnaires as the major tool was utilized. The questionnaires consisted of

three parts;

Part I – First is about the demographic profile of the students who will be

our sample. It contains grade level of the respondents.

Part II – Contains about the advantages and disadvantages of Facebook

app on product advertising. The scoring unit would be based on the four point

Likert Scale with the corresponding verbal interpretations and descriptions:

4 – (SA) Strongly Agree

3 – (A) Agree

2 – (D) Disagree

1 – (SD) Strongly Disagree

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In addition, this research instrument allowed the research to carry out the

quantitative approach effectively with the use of statistics for data interpretation.

Data Collection and Procedure

The researcher will seek written permission from research teacher

at Kalayaan National High School in order to conduct this research study.

Researchers ask and give permission to respondents which is the ABM students

in order to inform them that they are the one who will be our respondents to

answers the questions. After the researchers distributed the questionnaire and

the respondents are done to answers the questions, the score will be tallied and

tabulated.

Data Analysis

The analysis of the data from the survey questionnaire was treated

statistically. To determine the profile of the students, the percentage will be

computed. The measures of dominant quantity were utilized to determine the

most probable scenario. Data on the respondent’s grade level were tailed to get

percentages. To determine the advantages and disadvantages of Facebook app

on product advertising the researcher use weighted mean.

Data were tabulated and analyzed. The following statistical tool

were used in analysis of Data:

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1. Percentage

To describe the profile of the respondents the percentage will be computed. The

measure of the dominant quantity was utilized to determine the most probable

scenario.

Formula

P = F / N x100

Where:

P = Percentage (%)

F = frequency

N = total no. of respondents

2. The responses to questions in the given variables where scaled using the four-

point-scale or Likert Scale System and given weighted as follows:

VERBAL
RATE RANGE
INTERPRETATION

4 Strongly Agree 3.6 - 4.0

3 Agree 2.6 – 3.5

2 Disagree 1.6 – 2.5

1 Strongly Disagree 1.0 – 1.5

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3. The process of finding the “weighted mean” which is referred to as the central

tendency was use. The formula given below:

∑wx
x=
∑w

Where:

X= weighted mean

W = weight factor

∑ = summation

N = total no. of respondents

x = score

4. To test the level of significance between assessments of the respondents the

Chi- square were employed to determine the relationship of factors as given.

Formula:

2 ( f ( a )−f ( ⅇ ) )2
x =∑
f (ⅇ)

Where:

2
x = Chi – square

f(a) = actual frequency

f(e) = expected frequency

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∑ = summation

5. Slovin’s Formula

This formula shows the computations on how the researchers will

get the number of respondents, with the use of slovin’s formula.

Formula:

N
n=
1+ N e 2

Where:

n = sample size

N = population

e = margin of error

N
Solution: n=
1+ N e 2

259
n=
1+259 ¿ ¿

n = 157 respondents
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Dear Respondents

The Researcher would like to request information from you in pursuit of

a research study entitled “Perception of ABM students on Facebook App as a

Product Advertising of ABM Students in Kalayaan National High School”. Rest

assured that your answer will be treated with utmost confidentiality. Thank you

very much for your kind attention and cooperation.

Name (Optional):

School (Optional):

Part 1: Respondents Profile:

Directions: Please check (/) the needed information as honestly as you can on

the space provided for. Kindly answer the entire item.

1. Grade Level

( ) 11

( ) 12

2. Use Facebook as product adverting

( ) Yes ( ) No
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Part II: Facebook App on Product Advertising

Direction: This questionnaire contains a number of statement about the

advantages and disadvantages of Facebook App on Product Advertising. Read

each statement and then use the scale below to point the best reflects your

personal degree of agreement on the following statement:

4 - (SA) Strongly Agree

3 - (A) Agree

2- (D) Disagree

1- (SD) Strongly Disagree

Advantages of Facebook

App on Product Advertising 4 (SA) 3 (A) 2 (D) 1 (SD)

1. Facebook helps to advertise

the Product.

2. Facebook makes product

popular.

3. Facebook helps to provide

the product I advertise

4. Facebook has a big

contribution in the seller to

advertise product.
 KALAYAAN NATIONAL HIGH SCHOOL 20

5. Facebook helps to get more

buyers.

Disadvantages of Facebook 1
app on Product advertising
4 (SA) 3 (A) 2 (D) (SD)

1. Facebook app can destroy

the image of the product.

2. Facebook can make changes

to the perception of a buyer to

product standards.

3. Facebook app doesn’t help to

make the product become

popular.

4. Facebook can make the

buyer confuse about product

quality.

5. Buyers doesn’t easily trust to

the product advertising on

Facebook.
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References
 Claussen,J., Kretschmer,T. & Mayrhofer,P.(2013). The Effect of
Rewarding User Engagement: The Case of Facebook Apps, Retrieved
from https:/doi.org/10.1287/isre.1120.0467.
 Curran,K., Graham,S. & Temple,C.(2011). Advertising on Facebook.
International Journal of E-Business Development, 26(1), P.26-33
 Ibrahim,J. et al, (2014). Positive Impact of Smartphone Application:
Whatsapp & Facebook for Online business. International Journal of
Scientific and Research Publications, 4(12), P.1.
 Icha,Omoyza and Agwu, Edwin.(2015). Effectiveness of Social Media
Networks as a Strategic Tool for Organizational Marketing Management. J
Internet Bank Commer 2015, S2. Available at SSRN:
https:/ssrn.com/abstract=3122422.
 Lee,D., Hosanagar, K., & Nair, H.S.(2018). Advertising Content and
Consumer Engagement on Social Media: Evidence from Facebook.
Management and Science Journal, 64(11), P.4967-5460
 Tongaonkar, A.et al. (2012). Understanding Mobile App Usage Patterns
Using In-App Advertisements. Lecture Notes in Computer Science.
Volume 7799.
 Vejacka, M. (2012). Facebook Advertising and its Efficiency on the Slovak
Market, Retrieved from https:/dspace5.zcu.cz/handle/11025/17433
 Wu,L. (2015). Understanding the Impact of Media Engagement on the
Perceived Value and Acceptance of Advertising Within Mobile Social
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P.59-73
 "How Online Social ties and Product-Related Risks Influence Purchase
Intentions: A Facebook Experiment". (2012). Retrieved from
https:/doi.org/10.1016/j.elerap.2013.03.003, 12(5), P337-346.
 "A Research on Effectiveness of Facebook Advertising on Enhancing
purchase intentiom of consumers". (2015). Retrieved from
https:/doi.org/10.1016/j.chb.2015.03.051,P.597-600.