The Perception of Ubaldo Iway Memorial National High School Senior High Teachers

on Social Media Marketing Strategy in Extraordinary times: Lessons from Covid-19

Pandemic

A Research Paper
Presented to the Faculty of
Ubaldo Iway Memorial National High School
Cambanay, Danao City

In Partial Fulfillment of the Requirements for

Practical Research 1
(Qualitative Research)

Accounting, Business, and Management (ABM)

Lady Diane Versaga

Joana Mary Amancio

Angel Lawas

Cindy Bayo

Ejlyod Jopia

Reynaldo Avila

Xander Mhike Lao

Kathrina Cambaya

Jeramane Edward Banzon

June 10, 2022

 Acknowledgement

Without the guidance of Almighty God and the people who have guided and helped

us to accomplish this undertaking, the success of this study will not be possible. We would

like to express our sincere thanks to the following individuals who have contributed from the

realization of this study.

To Mrs. Queenie Puno, research adviser who spent time to share her brilliant ideas

as well as her valuable encouragement to accomplish this study and her patience in

attending our need beyond her official time.

To our beloved parents, brothers and sisters, for untiring support and benevolent

assistance in fulfilling our needs and comfort; and

To all of you who in one way or another has contributed for the accomplish of this study.
 TABLE OF CONTENTS

TITLE PAGE …………………………………………………………………………………… i

ACKNOWLEDGEMENT ……………………………...….….……………………………...…. ii

CHAPTER
PAGES

1.INTRODUCTION ……………………………………..……………………………...……. 1

STATEMENT OF THE PROBLEM …………………………………………...………. 3

NULL HYPOTHESIS ...............………………………………………………………… 3

SIGNIFICANCE OF THE STUDY ……………………………………………………. . 3

THEORETICAL BACKGROUND ....……………………………….………….……… 4

THEORETICAL FRAMEWORK ……………………………………….…………….. 5

DEFINITION OF TERMS ………………………………….………………………….. 6

2.REVIEW OF RELATED LITERATURE… ..……………………………………………….. 7

3.RESEARCH METHODOLOGY ………………….……….…………………………….... 9

DESIGN OF RESEARCH …………..………………………………………………… 9

FLOW OF THE STUDY ………………………………………...……………………. 9

FLOW OF THE STUDY ………………………………………………………………. 11

RESEARCH ENVIRONMENT …………………………………………………………. 12

RESPONDENTS OF THE STUDY ………………………………..…………………… 12

RESEARCH INSTRUMENT ……………………………..…………………………….. 12

DATA GATHERING PROCEDURE …………………………………....……………… 12

TREATMENT OF DATA …………………………………………………………...…….. 12

SURVEY QUESTIONS …………………………………............................................ 13

REFERENCES ……………………..………………………..…………………………….. 16
 CHAPTER I

This chapter features the following: background of the study, statement of the

problem, hypothesis of the study, scope and delimitation, significance of the study,

conceptual framework, theoretical framework, and definition of terms.

Introduction

The COVID-19 pandemic has created substantial growth for internet-based

businesses as an increasing number of consumers are shopping online. In 2020, the global

e-commerce market has seen an increase of 27.6%. In the past few years, businesses have

been subjected to the introduction of digital technologies which have transformed

organizations, relationships with consumers, and value generation. Consumers may now

compare products more quickly thanks to online purchasing, and they can easily choose the

things that best suit their needs without exposing or risking themselves to possible

contamination or affection of covid-19 virus. Young consumers have migrated to internet

shopping, which has influenced how firms must function because young people are more

likely to shop through social media.

Subsequently, as more consumers and businesses are adapting to buying and

selling through online channels, the digital marketing sphere is becoming more competitive.

When considering the condition of digital marketing in the wake of the COVID-19 epidemic, a

specific focus should be placed on Social Media Marketing (SMM), which provides a wide

range of tools for more successfully targeting clients. This is especially encouraging because
social media has become a key communication medium for many people nowadays, and the

amount of time people spend online has skyrocketed since the outbreak began.

As social media has become a user-centered platform where consumers gather

information, communicate with other consumers, and share their opinion, businesses aiming

to sell their products are viewed as unwelcome. As a result, to survive in the competitive

online market, firms must work diligently to build favorable brand equity. However, it is

unclear how the COVID-19 epidemic has influenced how firms must build long-term brand

equity through social media marketing while also adapting to rapid changes and rising

competition in digital platforms. Moreover, communicating the benefits of a brand and

measuring brand equity properly remains rather difficult for many businesses and within

current research, an emphasis is often put on consumer-centered behavior, buying behavior,

consumer decision-making, and the consequences for businesses. Rather than focusing on

the viewpoint of the consumer, this study focuses more on the viewpoint of Senior High

Teachers in Ubaldo Iway MNHS and businesses who are compelled to quickly react to

changes in the online world and consumer behavior.

Existing research on the COVID-19's implications on businesses has discovered

some factors that may influence how firms and consumers build brand equity online. These

factors highlight the need of investigating and detecting potential long-term consequences

and changes in brand strategy in the context of brand equity that were not previously

recognized to this degree prior to COVID-19. The first is the automation of corporate

procedures, which has forced many people to work from home. This is thought to have an

impact on how businesses and customers operate. Working from home generates

employees' perceptions of social distance from the company, which has a detrimental impact
on external digital knowledge exchange through organizations with consumers and external

experts.

Consumers are affected by the digitalization of business practices as they are more

hesitant to adopt mobile payment services when consumers experience misalignment with

their current schedules or habits, negative stereotypes, privacy concerns, and lacking

visibility in society. In accordance, those who are satisfied with digital services seem to buy

more frequently and in larger quantities. This might indicate that when businesses are not

able to communicate the developments regarding their digital channels and how these can

assist consumers, consumers might be less likely to purchase products and services from

these businesses.

Additionally, the second factor is the importance of brand engagement on social

media with the goal of generating brand equity, as brand engagement on social media gives

businesses the opportunity to directly communicate and interact with consumers. During the

pandemic, the importance of having an online presence has grown, and firms can generate

online brand equity by cultivating a good brand perception through various forms of

customer involvement. This is more crucial than ever in an era where consumers spend

significantly more time online and positive prior brand-based SMM experiences that provide

consumers with cognitive, social, and personal benefits have a favorable impact on

perceived brand equity.

A third additional factor that influences the context of this research is finances, as the

financial situation of many consumers and businesses has changed drastically during the

pandemic. According to research, individuals whose stocks are focused on building brand

equity are less harmed by the pandemic crash. In scenarios like COVID-19, those who are
aware and participate in financial arguments and news are more likely to engage in actions

related to purchasing and selling things. This could have an impact on how they buy and sell

things online, emphasizing the need of studying the effects of e-commerce on social media

marketing during the COVID-19 epidemic. In this study we are going to evaluate and

examine how the Senior High Teachers in our school perceives the new avenue of buying

goods nowadays.

Statement of the Problem

The primary objective of this study is to know the Ubaldo Iway MNHS’ Senior High

Teacher's view of social media marketing strategy in unusual times.

This study was conducted in Cambanay, Danao City, during the academic year 2021-2022,

with the purpose of determining the experiences of the teachers who participated in the

study.

Specifically, this research sought to answer the following question:

1. How did the COVID-19 affects;

1.1 consumers

1.2 marketing; and

1.3 internet-based businesses

2. What are the impacts OF COVID-19 on;

2.1 brand advertising; and

2.2 marketing

4. In our situation today;

 4.1 how does marketing works; and

4.2 how does it affect our economic Status of our country and to our life?

Null Hypothesis

There is no significant impact of social media marketing (Facebook, Twitter and You

tube) on purchasing decision stages for customer.

Significance of the Study

The findings of this study will contribute to the development of technology marketing

structures throughout businesses, considering that social media plays a vital role in

customer equity and profits in businesses today. With technology and social media being so

prevalent in today's society, it is important for business to keep up with the current trends

that could potentially have their businesses booming. The result from this study may aid

businesses in their social media marketing efforts, and potentially support future. Success.

This study may help discover areas that may be weak when using social media marketing

for business.

For business owners, this study may serve as a guide for stronger approaches in

social media marketing.

 Theoretical Background

Social media is defined as "Web 2.0 applications enabling the creation, editing and

dissemination of user-generated content" [24] (p. 42) Web 2.0 can be seen as a technical

structure to share media with others and create consumer-generated content [25]. Dahnil et

al. (p. 120) define the construct of SMM as a new field and a new business practice involved

with the marketing of goods, services, information and ideas via the online social media [3

which is used to interact with customers, find key consumer influences, create engagement,

and find brand ambassadors [27] Social media offers users an increased number of

opportunities for online participation, as this participation can take place anywhere and is not

linked to a physical meeting [ Furthermore, new digital technologies provide benefits such as

convenience, enjoyment, richness of information, and saving time and money, which are

appreciated by consumers [20] Constantinides (2014) proposes the E-Marketing Pyramid

model, consisting of four different levels illustrating the relationship between SMM and other

parts of the marketing strategy [24] The first level, the product and service, marks the

importance of product or service quality and brand image, which should be thoroughly

integrated in the organization. The second level is the marketing organization, which further

specifies the communication regarding brand value and the market-oriented character of an

organization in order to adapt to traditional and online marketing activities. Dahnil et al.

(2014) found that the end users, the organizational structure, technological resources,

management, and the business environment of a business affect the likelihood of adopting

SMM [26]. The third level, the Web 1.0 lays down the fundamentals for the implementation of

SMM and specifies the importance of an excellent web presence [24]. A website needs to
have a high appeal, as this directly influences the customer experience and is necessary to

convince the critical online customer. The fourth level is Web 2.0, where SMM is

implemented based on sufficient preparation in previous levels to create a strong foundation

Within this level, it is important to critically evaluate formulated objectives and the internal

capabilities to create an effective strategy 1241 22 The Empel Social Media Consumer .The

introduction of social media as communicative platforms for consumers to inter act with or

about brands has drastically changed the relationships between brands and consumers. The

consumer is now more powerful in the social media environment that was designed with the

purpose to accommodate consumers rather than businesses [11] this has created obstacles

for businesses to interfere in this environment where they are considered uninvited to the

conversation [11] According to Hwang et al. (2001), the manner in which consumers adopt

social media to gather information and make purchase decisions is affected by three

dimensions of gratifications process, content, and social gratification [1] Progress

gratification refers to the gratification in the use of social media and the information supplied

on social media platforms. The content gratification specifically examines the gratification

that individual experience when viewing the content on social media. Lastly, social

gratification refers to opportunities to interact with other users through social media platforms

and the extent to which it fulfils the need for social interactions. These forms of gratification

positively affect the adoption of social media as a source of information to make purchase

decisions; social media decreases niks through providing information in larger quantities

than other platforms and the presence of social feedback, eg, reviews and descriptions

provided by others, which assist users in finding the information needed to make a decision

[31] This has empowered the consumer as social media offers them the possibility to

educate themselves and each other, enhances their power to choose what they prefer from

available options, and organize themselves as consumers in favor or against a specific

brand or event [12] To make sense of the manner in which functionalities shape the social

media environment, Kietzmann et al. (2011) identified seven functionalines which all
examine an element of the social media user experience and its implications for businesses

aiming to build a community on these platforms.

Theoretical Framework

Presence
The extent to which
users know if other
Sharing are available Relationships
The extent to which
The extent to
users exchange,
which users relate
distributed and Identify
to each other
receive content
The extent to which
users reveal
themselves Reputation
Conversation
The extent to
The extent to
which users know
which users Groups
the social
communicate with
The extent to which standing of
each other
users are ordered others.
or form
communicates

FIGURE 1. Theoretical Framework of the Study

 Definition of Terms

For clearer understanding of the work, the following terms were defined:

Business - is the activity of making one's living or making money by producing or buying

and selling products (such as goods and services).

Cellphone - A short term for cellular phones. Telephone with access to a cellular radio

system so it can be used over a wide area, without a physical connection to a network

Consumers - are people or economic entities that purchase or hire products.

Chatting/Chat - To exchange messages online in real time, with one or more simultaneous

users of a computer network

E-commerce (electronic commerce) - is the activity of electronically buying or selling of

products on online services or over the Internet.

Internet - An electronic communication network that connects computer network and

organizational computer facilities around the world.

Marketing - is a well-developed methodological science and is constantly changing its rules

according to the needs and developments taking place in and around it.

Money - something generally accepted as a medium of exchange a measure of value or a

means of payment.
Outbreak - is a sudden increase in occurrences of a disease when cases are in excess of

normal expectancy for the location or season.

Pandemic - a widespread occurrence of an infectious disease over a whole country or the

world at a particular time.

Plan - a set of actions that have been thought of as a way to do or achieve something.

Social Media - is any digital tool that allows users to quickly create and share content with

the public.

Technology - The practical application of knowledge especially in a particular area.

 CHAPTER II

This chapter includes a reference to a survey of related literature in knowing the UI

Senior High Teacher's view of social media marketing strategy in unusual times.

Review of Related Literature

A study from Web of Science examined the content of papers on social media

marketing database and organized them. Forty-four studies were analyzed in accordance

with a variation on the systematic review approach, involving synthesis and interpretation-

based assessment. The findings show that the majority of the research examined focus on

the consumer's perspective in terms of social media usage, sharing, and influence on

consumer decisions and views. The research that focused on the firm's perspective focused

not only on how to use social media, but also on how to execute, optimize, and assess

results. The vast majority of studies are quantitative and have just recently been published.

According to Porter, the rise of new information and communication technologies,

notably the Internet and social networks, has altered market dynamics, putting firms'

competitive positions in jeopardy and giving consumers more power (Urban,2005).

Consumer consumption patterns have evolved as a result of the Internet and online-based

social media, which have provided consumers with new means of searching for, evaluating,
selecting, and purchasing goods and services (Albors, Ramos, & Hervas,2008). These

developments have an impact on how marketers operate and affect marketing practices in

terms of strategy and tactics by presenting marketers with new challenges and difficult

choices (Thomas, 2007).

According to Mangold and Faulds (2009), social media enables firms to communicate

with their customer and also allows customers to communicate with each other. Alongside

traditional methods (Jackson, 2011; Kaplan & Haenlein, 2010), which allow for product and

service marketing as well as the creation of online communities of brand followers,

communications between businesses and their consumers assist foster brand loyalty

(Kaplan&Haenlein,2010). Additionally, consumer discussions give businesses with new

ways to raise brand exposure, familiarity, and recall (Gunelius,2011).

According to researchers like Castronovo and Huang (2012), marketing strategies

involving marketing intelligence, promotions, public relations, product and customer

management, and marketing communications, should begin exploring and leveraging social

media, not only because there is a growing interest among consumers in Internet usage, but

also because consumers regard information shared on social media as more reliable than

information issued directly by businesses (Constantinides et al.,2010).

Thus, according to eMarketer (2013), businesses are increasingly using social media

for a variety of marketing activities, including branding, market research, customer

relationship management, service providing, and sales promotion, as well as a number of

studies that show the positive implications of deploying social media in marketing strategies.

However, many firms have yet to incorporate social media into their strategies (Chan &

Guillet,2011) despite the existence of diverse studies providing empirical evidence of the

benefits to companies (e.g., Alhabash, McAlister, Quilliam, Richards, et, al.) as well as
detailing the means by which social media marketing strategies may be improved and

leveraged (e.g., Guo, Pathak, & Cheng,2015, et, al.)

One article conducts a survey of the literature on social media marketing due to the

restricted scope of study into the many components of social media, as well as their specific

significance to firm marketing efforts. The goal of the said article is to identify the fields of

marketing where social media marketing strategies have been used and studied, the results

that have been discovered, the types of research that have been conducted, and the

implications that that studies may have for management practice and theory. To the best of

our knowledge, there has never been comprehensive assessment of social media

marketing. We define social media as all internet based technological applications that follow

the Web 2.0 principles and permit for the creation and exchange of user-generated content,

as well as facilitating interaction and collaboration among participants (Kaplan &

Haenlein,2010). Blogs and microblogs (such Twitter), social networking sites (such as

Facebook), collaborative projects (the same as Wikipedia), content community sites (like

YouTube), and feedback sites are all examples of such applications (e.g. online forums;

Chan & Guillet, et, al.)

 CHAPTER III

This chapter discusses the methods and techniques used, the population and

sampling scheme, the study's respondents, the research instrument, the data collection

procedure, and data processing.

Research Methodology

In this chapter the methodological choices of the thesis will be argued and explained,

both from a theoretical perspective including research philosophy and from an empirical

perspective focusing on the reasoning for the choices made in data collection. Finally, this

chapter will end with bringing up the role of trustworthiness within research and ethical

considerations for conducting the data collection.

Design of Research
 This study used the descripted survey design. It includes items on the impact and

effect of Covid-19 Marketing.

Flow of the Study

The input of the study wants to know the perception of UI Senior High School

Teacher on Social Media Marketing as a Branding Strategy in Extraordinary Times.

 INPUT PROCESS OUTPUT

The input of the study the

*Transmittal Letter
researcher wants to know the
*Lessons from
perception of UI Senior High *Data Gathering
School Teacher on Social Covid-19
Media Marketing as a And
Pandemic
Branding Strategy in Analysis
Extraordinary Times.
 FIGURE 2. Flow of the Study

Flow of the Study

The flow of the study in Figure 1 consist of in-put, process, and out-put of the study.

The researcher wants to know, and the perception of the respondents.

The method of the study is for formulation of survey questionnaire data gathering and

analysis.

The output of the study is to know the perception of UI SHS Teacher on Social Media

Marketing as a Branding Strategy in Extraordinary times.

Research Environment
 The researcher conducted the study in Ubaldo Iway Memorial National High School

headed by Mr. Jessie Capin and located in Cambanay Danao City, which is part of 5TH

district of Cebu Province. A third-class income component city in the province, it has a total

of 136,471 according the 2015 census. Danao City is run by Mayor Thomas Mix Durano.

Danao is in the Metro Cebu area and approximately 33 kilometers (21 mi) from Cebu City.
 Figure 2. Location Map of the Research Environment

Respondents of the Study

The respondents of this study are non-randomly Senior High School Teacher of

Ubaldo Iway National High School.

Research Instrument

The researcher formulated a survey questionnaire. The transmittal letter was

also provided before the questionnaire administer.

Data Gathering Procedure

The permission to distribute the questionnaires which were checked. and validated

by the research adviser. The researcher will ask from. the principal of the school to conduct

the study for at least 5-10 minutes. After the respondents answer the questionnaires, the

researcher will collect them to summarize the data.

Treatment of Data
 Data gathered were organizes using MS Excel. Presentation by graphs and tables

were done using the MS Word graphs and tables. Simple percentage was utilized to give

direct interpretations of the tabular and graphical presentation

. Survey Questionnaire

The Perception of UI Senior High Teacher on Social Media Marketing Strategy in

Extraordinary times: Lessons from Covid-19 Pandemic

Dear Respondent, I am interested to know your perceptions on Social Media

Marketing Strategy in Extraordinary times. The survey will take about 10-15 minutes to
complete. All Your Answers in The Survey Questionnaire Will Be Completely Confidential.
Thank You
Enjoy answering the followings;

Age:
Sex:

Agree Disagree
1. Did the COVID-19 affect the marketing?

2. The coronavirus pandemic has caused a considerable drop in

advertising spending.
3. The COVID-19 changed the consumers behavior.

4. Coronavirus has forced a rethink - the pandemic has led to an

immediate drop in advertising spending.
5. The pandemic has caused advertisers of all sizes to rethink the
type of campaigns they should run.
6. The pandemic has caused advertisers of all sizes to rethink the
type of campaigns they should run.
7. The COVID-19 pandemic is having a substantial effect on
promotions.

8. Internet-based businesses skyrocketed in these times.

9. The traditional way of buying is more convenient in the pandemic.

10. Majority of consumers shifted in online shopping when pandemic

came in.
 Mild Moderate Severe

11. In your personal view, how did the COVID-19 affect

marketing?

12. How did the COVID-19 impacted on marketing?

13. How did the COVID-19 impacted on brand advertising?

14. Do you think that marketing amidst pandemic is effective by using the social media
platforms?

A. Yes
B. No

15. How efficient and time consuming is online shopping for you in a scale of 1-10

Thank You for Participating on Our Study, God bless You!

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