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EFFECTIVENESS OF SOCIAL MEDIA AS NEW MARKET IN BUSINESS

A Research Paper
Presented to Saint Francis Academy
Senior High School Department
Mabini, Batangas

in Partial Fulfillment
of the Requirements for the Subject
Inquires, Investigation, and Immersion

By:

Abria, Angela N.
Ander, Annalyssa C.
Bunyi, Andrey John Allieh A.
Carillo, Jan Mikaella B.
De Guzman, Jaivee Lourd Lowell L.
Sacopon, Jhasmyn C.
Silang, Sophia Merylle R.

May 2022
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Telefax No.(043) 487-0096 / 425-3009
Email: sfamb1967@yahoo.com.ph

APPROVAL SHEET

This research paper, titled EFFECTIVENESS OF SOCIAL MEDIA AS NEW

MARKET IN BUSINESS prepared by Angela N. Abria, Annalyssa C. Ander,

Andrey John Allieh A. Bunyi, Jan Mikaella B. Carillo, Jaivee Lourd Lowell L.

De Guzman, Jhasmyn C. Sacopon, and Sophia Merylle R. Silang in partial

fulfilment of the requirements for the subject Practical Research 2, has been

examined and is recommended for acceptance for oral communication.

JOVELYN C. CRUZAT, LPT

Research Teacher

Approved by the Committee on Oral Examination with a grade of _________

PANEL OF EXAMINEES

,__________

Chairperson

,__________ ,___________

Member Member

Accepted and approved in partial fulfilment of the requirements for the subject
Practical Research 2

_________________ Principal Name, ______

Date Principal

ABSTRACT
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Title : Effectiveness of Social Media as a New

Market in Business

Researchers : Angela N. Abria, Annalyssa C. Ander, Andrey

John Allieh A. Bunyi, Jan Mikaella B. Carillo, Jaivee Lourd Lowell L. De

Guzman, Jhasmyn C. Sacopon, and Sophia Merylle R. Silang

Strand : Accountancy, Business and Management

(ABM)

Type of Document : Research Paper

Teacher : Ms. Jovelyn C. Cruzat

Summary

ACKNOWLEDEGEMENT

DEDICATION

TABLE OF CONTENTS
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Chapter I
THE PROBLEM
This chapter deals with the presentation of the problem. Specifically,

this presents an introduction, the background of the study, statement of the

problem, hypothesis of the study, conceptual framework, scope and

limitations of the study, significance of the study, and definition of terms.

Introduction

A business needs a market to profit from one's product or services. It is a

place where the transaction of goods and services happens between the

seller and the buyer. Markets can be located almost anywhere which can

bring consumers the satisfaction of getting things that they need or want, the

common example of this is the retail outlets where one can physically go to

buy certain products. While online marketing is where one can virtually

transact to buy or sell a product. Comparing two methods of selling and

buying products, online marketing seems to be used contemporarily. Some

platforms seem to be prominent to people use nowadays that’s making a

name as a new market, which can advertise, promote, and negotiate, known

as social media.

Social media has been used as a marketing tool by many global

companies. It is regarded as one of the most modern and important E-

marketing platforms. Many customers may be found on social media, which

allows businesses to learn about their interests and requirements, as well as

influence their purchase decisions. Websites that link millions of individuals

from all over the world who have similar interests, points of view, and hobbies
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are referred to as social media. YouTube, Twitter, Instagram, and Facebook

are the greatest examples of prominent social media platforms with a vast

user base. Since marketers are always looking for new ways to capture the

consumer's attention, people have welcomed this new media and technology.

In addition, social media is an important marketing tool that enables

corporate connections. Marketers may communicate with their consumers via

social media by publishing photos and videos and leaving comments as a

means of disseminating information, as well as getting comments and likes as

a means of obtaining feedback from customers. People's lifestyles have

greatly changed due to the sudden change in their environment. Going to

malls, and crowded marketplaces make other people uncomfortable and

consider time-consuming. As a result, social media has been used

occasionally which benefits a large number of individuals and makes online

buying easier.

Furthermore, with the rise in popularity of social media, a variety of

individuals are keen to cling to its advantages and use it for their gain.

Companies with larger brands, for example, can promote their products and

fulfill their marketing goals by making themselves more available to their

customers, particularly social consumers. Therefore, it captures buyers'

attention to purchase the presented products. Social media, as a new market,

is possible with everyone who tends to have extra income or start and create

their businesses. Like in business retail outlets, revenues increase even more

when sellers endorse their products on social media, which becomes their

new market entry. Retailers create content and pages for consumers to
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browse the items that a buyer would want to obtain, and a lot of customers will

be able to check these available products if it is uploaded on these popular

social media platforms.

The researchers will be able to mainly focus on investigating the

effectiveness of social media as a new market in business through the

perspective of the senior high school students at Saint Francis Academy. This

involves answering what are things that made it effective. This will also

explain how the platform encourages anyone to use it as a tool for business

and why is it easy to use. The researchers will gather necessary data that

may help to fulfill the essence of the said topic.

Background of the Study

Over the past years, people have witnessed a significant transformation in

how business is performed and how people interact. Personal computers, the

Internet, and e-commerce have all had a tremendous impact on how firms

work and market. People may expect social media technology to have a

similar impact on businesses now and in the future as it becomes more widely

adopted. Businesses that learn to use new technologies benefit greatly as

new technologies become available. Despite the likelihood of some marketing

risk, obtaining a social media account, such as Facebook, Instagram, Twitter,

blog sites, and various company websites, has become the latest trend in the

market (Abu Bashar, et. al., 2012).

People seek any ways to earn money, so online business is a great way to

start. However, a person who wants to start a business must utilize everything
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that can be an opportunity to succeed. A place where one can effectively

market goods and services should be considered. Social media is one of the

widely used platforms by businesses and an excellent marketplace for those

looking to establish a business to satisfy necessities. Since the outbreak of

the Covid-19 people wanted a service that could provide them exactly what

they wanted and needed without interacting with them in person. In this

situation, entrepreneurs see this as an opportunity to engage one’s business

by using social media. As a market this platform is easy, practical, and

inexpensive that is why many people use this method of marketing that raises

its popularity as a result.

According to Phang (2015) Many professional academic experts and

practitioners survey every edge of social media. It is also said that social

media is a big part of the organizations where business occurs and aims to

find a response from other business partners.

Furthermore, young marketers, particularly millennials and Gen-Z

generations are big fans of social media. It has become more beneficial for

their businesses to make a profit that covers their organization's needs. With

the changes in business brought on by social media, it's become more difficult

to create a new business plan for a seller who has no previous experience

with this technology. They should reconsider and be creative with techniques

that will help their businesses and captivate more customers. It also

contributed to the development of a platform for maintaining client satisfaction

with their goods and services, such as through the offering of discounts and
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Telefax No.(043) 487-0096 / 425-3009
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freebies. The vendor also focuses on creating advertisements to bridge the

gap between the preferences of customers and others in terms of the

products they wanted to purchase (Constantinides, Stagno, 2012).

In addition, since social media has risen in popularity, several technological

problems have surfaced. If remarks and tweets are made hastily, they can

result in marketing disasters that harm the client's and their agency's

reputations. Consumers will abandon a brand if they perceive its social

networking activity as obtrusive or irritating.

The purpose of this research is to examine how effective is social media as

a new market in business based on the perspective of Saint Francis

Academy's senior high school students. Furthermore, it also discusses how

social media has affected the decisions of consumers regarding purchasing

products.

Statement of the Problem

This study aims to investigate the effectiveness of social media as new

market in business.

Specifically, it seeks to answer the following questions:

1. How do the following contribute to the effectivity of social media as a

market in business.

1.1 Convenience

1.2 Products Promotion

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1.3 Service

2. How effective were the following social media platforms as a new market in

business?

2.1 Facebook

2.2 YouTube

2.3 Twitter

2.4 Instagram

3. What social media platform is more preferred to use by online consumers?

Hypothesis of the Study

Ho1: The social media has no contribution on the effectivity in business

market in terms of convenience, services, and promoting of products.

Ha1: The social media has contribution on the effectivity in business market in

terms of convenience, services, and promoting of products.

Ho2: The social media platforms such Facebook, YouTube, Twitter and

Instagram are not effective as a new market in business.

Ha2: The social media platforms such Facebook, YouTube, Twitter and

Instagram are effective as a new market in business.

Ho3: There is no social media platform to use by online consumers.

Ha3: There is social media platform to use by online consumers.

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Telefax No.(043) 487-0096 / 425-3009
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Conceptual Framework

Social media has become more efficient as a new market in business

nowadays, as rising numbers of individuals are using this technology,

especially young consumers. The researchers conduct methods to learn their

different insights and advantages that will help to improve the topic. This study

contains information that will help learners make better decisions when using

social media as a new business market. The illustration below categorizes the

intention, methods of gathering information, and expected results.

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Input

 The contribution of convenience, product promotion and service to the

effectivity of social media as a new market in business.

 The effectiveness of Facebook, YouTube, Twitter, and Instagram as a new

market in business.

 Preferred social media platform used by online consumers.

Process

Survey Questionnaire

Outcome

 Provide E-Learning material that includes the topic about the contribution of

convenience, product promotion and service to the effectivity of social media

as a new market.

 Conduct a webinar on the effectivity of Facebook, YouTube Twitter and

Instagram as a market in business.

 Introduce and educate the consumers about preferred social media platform

to be use as a place to market in business.

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Figure I

Paradigm of the Study

This paradigm shows the input, process, and outcome. The focus of this

study is to determine the effectiveness of social media as new market in

business.

At the first frame of the illustration, it shows the statements in which can

identify the effectiveness of social media as a new market in business in

terms of different platforms that are used. On the second frame, the

researchers establish ways to gather important information about the research

they’re working. Lastly, the third frame shows the outcome of the investigation

of the study.

For the researchers to successfully know how effective were social media

platforms as a new market in business in terms of its convenience, product

promotion, and service, a survey questionnaire will be use wherein it is given

the outcome of giving knowledge about others perspective on how they see

effectivity of social media as new market.

For the researchers to successfully know how effective are the platforms

such as Facebook, Twitter, YouTube, and Instagram as a new market in

business, they have use survey questionnaire which can result of giving

specific information regarding on its effectivity. Lastly, for the researchers to

successfully know what social media platform can be used to purchase

product and acquire services, a survey questionnaire will also be use which
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Poblacion, Mabini, Batangas
Telefax No.(043) 487-0096 / 425-3009
Email: sfamb1967@yahoo.com.ph

could result to an outcome of providing recommendations for the best platform

to use while purchasing products or acquiring services.

Scope and Delimitation of the Study

The study is about the effectiveness of social media as a new market in

business. The researchers investigate what the consumers think about the

certain factors that contribute to the effectiveness of social media as a market

in terms of convenience, product promotion, and service, determine the

benefits the consumers can get from different social media platforms as a

market regarding commerce and analyze what effective social media platform

do consumers commonly used to purchase product and services. The reason

why the researchers conduct this study was to provide different insights about

the effectiveness of social media as a market and certain problems included

in the study. The researcher will use survey questionnaires to conduct the

study. The respondents are Senior High School Students of Saint Francis

Academy because they are suitable in a way that they are more

knowledgeable in using social media in many ways including buying products

online. Also, in this time of the pandemic, the senior high school students of

Saint Francis Academy are the easiest respondents that may provide answers

in the topic that the researchers conducted. This study is limited only to the

Senior High School perspective on the effectiveness of social media as a

market in business and such problems in this study.

Significance of the Study

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The findings of the study will be of help to the…

To students, this study will contribute more knowledge that emerged

between business and technology. This study will inform them on how social

media can be beneficial and effective as a new market as it plays a vital role

in equity and profits in businesses today.

To the Entrepreneurs, this study enables marketers to gain a better

understanding of their target audience's likes, dislikes, and interests, allowing

them to develop a more effective marketing strategy to attract customers. This

may serve as a guide for stronger approaches to social media marketing for

business owners.

To the researchers, it will broaden their understanding of the various

customer insights and opinions on the area of study. As a result, this study will

assist them to identify a wide perspective of social media and its effectiveness

as a new market. This study may also help discover areas that may be weak

when using social media as a marketplace for business.

To future researchers, the findings of this study will act as a guideline for

stronger approaches on conducting research in social media marketing.

Definition of Terms

The following words have been defined for a clearer explanation of the

study.

Consumer. A consumer is a person or a group who intends to order, orders,

or uses purchased goods, products, or services primarily for personal, social,

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family, household and similar needs, not directly related to entrepreneurial or

business activities (Wikipedia, 2021). In this study, consumer is the one who

buys certain products and services.

E-Marketing. E-Marketing portrays company efforts to inform and

communicate with buyers, and promote and sell its products and services

over the Internet (Kotler and Keller, 2006). In this study, it is the strategy and

technique to promote the said products.

Internet. An electronic communications network that connects computer

networks and organizational computer facilities around the world (Merriam,

2021). In this study, the term used as a network that can be used to be active

on one’s platform.

 Market. A place where buyers and sellers can meet to facilitate the exchange

or transaction of goods and services (Will Kenton,2021). In this study, market

is a term use as a place where commerce happens between seller and buyer

using social media platform.

Senior High School. Senior High School is the last phase in the

implementation of the K-12 program. Which is covers Grades 11 and 12

(Viloria, 2016). In this study, these students are the persons who have been

invited to participate and have actually taken part in the research. They also

serve as the consumer.

Service. Transaction in which no physical goods are transferred from the

seller to the buyer. The benefits of such a service are held to be demonstrated
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by the buyer's willingness to make the exchange (Wikipedia 2012). In this

study, service is a job given by other people. It is the action done by the

business owners for their consumers.

Social Groups. Defined as two or more people who interact with one another,

share similar characteristics, and collectively have a sense of unity

(Wikipedia). In this study this is a group of people who share their experience

in another person.

Social Media. Social media are the online means of communication,

conveyance, collaboration, and cultivation among interconnected and

interdependent networks of people, communities, and organizations

enhanced by technological capabilities (Tuten and Solomon, 2015). In this

study, this pertains to the platform use by the consumers in availing services

online.

Website. A group of World Wide Web pages usually containing hyperlinks to

each other and made available online by an individual, company, educational

institution, government, or organization (Merriam Webster, 2021). In this

study, website is used as a tool for one to go to certain platforms.