Group 3 Research - Milin

Republic of the Philippines
Department of Education
Region II – Cagayan Valley
Schools Division of Cagayan
Lasam West District
CABATACAN NATIONAL HIGH SCHOOL
EFFECTIVENESS OF SOCIAL MEDIA IN PROMOTING ONLINE BUSINESS IN CABATACAN

EAST AND WEST
A Research Presented to the Faculty and Staff of
SENIOR HIGH SCHOOL DEPARTMENT
Lasam, Cagayan
In Partial Fulfillment of the Requirements
In Practical Research II and Inquires, Investigations and Immersions
REYMILYN S. PERALIJA
JOHN EMMANUEL B. GAWIRAN
MYLENE P. TRONGQUILLO
JACK L. TALAMAYAN
LEONARD C. ELLORINGCO
ANGELICA T. UGOT
Researchers
June 2023
School ID: 300438

Address: Cabatacan East, Lasam, Cagayan
Email Address: 300438@deped.gov.ph
Lasam West District
TABLE OF CONTENTS
APPROVAL SHEET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .ii
ACKNOWLEDGEMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .iv
DEDICATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . v
ABSTRACT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vi
TABLE OF CONTENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii
Chapter
1. THE PROBLEM AND ITS BACKGROUND . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Conceptual Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Research Paradigm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Statement of the problem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Significant of the study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Scope and Delimitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2. REVIEW OF RELATED LITERATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3. RESEARCH METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Research Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Locale of the study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. Respondents and Sampling Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Data Collection Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Analysis of Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
School ID: 300438

Lasam West District
P a g e |1
Chapter 1
THE PROBLEM AND ITS BAC KGROUND
Introduction
Social Media is an effective tool to communicate and reach people in your target
market even in places that's far from your location to reach your target sales you can
promote your business to the largest audience. The whole world is open for you, and can
promote them. It will help the young entrepreneurs in building their own business to learn
tips and guidelines in advertising and handling their business or product to a trend can
make higher profits as how social media works. Furthermore, a young entrepreneur needs to
learn about this study to make their business grow and expand.
In summary, before you invest in social media marketing strategy, strongly consider
the effect of the system on your business. Having a social account to advertise your products
is good idea that can help boost your business while spreading your products information over
a large geographical area. However, if negative impacts resulting from the platform outdo the
advantages, you should consider trying another method.s
This chapter presents the” Effectiveness of Social Media in Promoting Online
Business in Cabatacan East and West, it’s about finding out the effectiveness of social media
as a tool in promoting the online business of every entrepreneurs specially in today’s
generation that the people rely on what they see in their social media accounts and it’s also
the easiest and less hassle way of marketing your business.
P a g e |2
School ID: 300438
Lasam West District
BACKGROUND OF THE STUDY
This research focuses on the Effectiveness of Social Media in Promoting Online
Business in Cabatacan East and West. In today's time, social media has a big impact in our
society and has become the easiest and fastest way to communicate with others even
overseas. Also, social media can be used in the world of business. Many people are using
social media as their way to earn money because in social media, your business which is the
online selling can make grow and know. It is their way to promote what their business is.
STATEMENT OF THE PROBLEM
This quantitative research aims to know the Effectiveness of Social Media in
Promoting Online Business in Cabatacan East and West.
1. How do Online business benefit from social media in terms of the following factors:
1.1 Service
1.2 Productivity
1.3 Sales
1.4 Presence
2. Among the social media listed below which has the great influence to shop online?
2.1 Facebook
2.2 Twitter
2.3 Instagram
2.4 YouTube
3. What are the advantages of using social media in online business?
P a g e |3
School ID: 300438
Lasam West District
4. Is there a significant relationship between social media in promoting business and its
growth of sales and producting?
SCOPE AND DELIMITATION
This is study is about the Effectiveness of Social Media in Promoting Online Business
in Cabatacan East and West. This will be conducted thoroughly using a survey research
design. The target respondents are the sellers of Cabatacan East and West. This study
discuses how effective the Social Media is in terms of promoting the business.
SIGNIFICANT OF THE STUDY
The findings of the study will benefit to these following specific people differently.
Online Performing Business. The businessmen will understand how to market their
products and services more effectively through social media.
Future Businessmen. This research will assist them in carrying out their business
and marketing it through social media.
Future Researchers. This study will provide baseline data for future researchers and
studies on the subject.
P a g e |4
School ID: 300438

Lasam West District
DEFINITION OF TERMS
1. Advertisement – a notice or announcement in a public medium promoting a
product, service, or event.
2. Consumer – a person who purchases goods and services for personal use.
3. Convenient – if a way of doing something in convenient, it is easy, or very
useful or suitable for a particular purpose.
4. Employability – having a set of skills, knowledge, understanding and personal
attributes.
5. Entrepreneur – one who organizes, manages, and assumes the risk of
business or enterprise.
6. Enterprise – is a project, a willingness to take on a new project, an
undertaking or business venture.
7. Investment – the action or process of investing money for profit.
8. Productivity – the state or quality of producing something, especially crops.
9. Social Media – websites and applications that enable users to create and
share content or to participate in social networking.
10.Thriving – characterized by success or prosperity
P a g e |5
School ID: 300438

Lasam West District
Chapter 2
REVIEW OF RELATED LITERATURE
Kalpana and Haenlein, (2010), defined social media, as a group of internet based
applications that build on ideological and technological foundation of web 2.0 and allow the
creation and exchange of user generation content.
O. Reilly, (2005) defined social media as; “social media is a broad term which describes
software tools to create user-generated content that can be shared.”
The effectiveness of social media can be measured by a feature known as Customers’
Sentiment towards Marketing (CSM). CMS is a concept that refers to the general feeling of
customers towards marketing and market place (Lawson et al. 2001 as cited by Mady, 2011).
Moreover, Basher et al. (2012) in their empirical research, based on Delhi and NCR,
concluded that social marketing as a promotional tool, will be effective only if it will provide
concrete and timely information wanted by the customers with an aim to bridge the gap
between expectation and reality.
Mady (2011) discussed the importance of customer’s perception on overall marketing
activities regardless of their active participation in consumption. He also explained the
process of adoption towards innovation; according to him; it is a tool that provides
information about customer’s readiness towards acceptance of new technology.
Perceive fit is another factor that marketers can consider for social media shopping. It
is the degree of similarity between an existing product with it’s extended new version,
affiliated to a recognized brand, (Del Vecchio & Smith as cited by Cha, 2009).
P a g e |6
School ID: 300438

Lasam West District
Nowadays, social media is not a mere platform to stay connected with friends, peers, and
family but it has become a strong medium of promotion for companies. In this platform
consumers learn more about their preferred companies; their products and services.
Marketers and retailers should utilize these sites more effectively, and professionally
as a media to reach their customers and provide a new experience of shopping. The
technology related development like the introduction of powerful search engine, Smartphone,
different user-friendly apps, availability of high-speed internet with reasonable or very low
price, social network medium has extended marketers ability to reach shoppers through new
touch points, (Shankar et al. 2011).
Word of Mouth (WOM) marketing is another term used by the marketer to promote a
product. It is an un-paid form of publicity where users of the product are the campaigner of
the company. Castronovo and Huang (2012) in their study on alternative marketing
communication discussed the importance of social media and word of mouth communication
as an integral part of integrated marketing communication.
Perceive fit is another factor that marketers can consider for social media shopping. It
is the amount of similarity between an existing product and an extended product category
affiliated with a brand (Del Vecchio &Smith as cited by Cha, 2009).
Aaker & Keller (1990), stated that perceived fit is, the extend of consumers perception
towards a new version of an existing product and its consistency with the old one.
A brand community is a specialized nongeographical community based on a
structured set of social relationships among admirers of a brand, (RoyoVella, Casamassima,
2011).
P a g e |7
School ID: 300438

Lasam West District
Muniz and O, Guinn, cited by Georgi and Mink, 2012, described VBC as an
aggregation of consumers that occurs on the internet as because of their interest in some
brand or product.
According to Gasol, Favian, and Guinaliu, 2008; a brand community is a group of
people who share the same interest in a particular brand or product. Muniz & Jensen, (2007)
described VBC as a site of complex brand meaning, creation and consumption efforts.
Gasol, Favian, and Guinaliu (2008) founded that members of VBC who are very active
in this group and have a positive experience are more loyal toward a brand as compared to
others.
Cha, (2009) concluded that security is a major reasons concerned by costumers to
express their opinion towards social network sites, therefore, impacting trust in such media.
These days, it is most vital for entrepreneurs and distributors to focus on the factors
that build customers attitude; as on social media, customers are actively creating contents
about a brand, something previously controlled solely by the company, (Heinonen, 2011).
In addition, Chu (2011), examined the link between Facebook brand related group
participation, responses towards advertising, psychological factors of self disclosure and
attitude amongst members and nonmembers of different social media groups. He concluded
that those who are active members to a particulars group have a more favorable attitude
towards social media and advertisements on this media.
Cox (2010) has found the correlation between attitude and age. Based on his finding
he concluded that people fall in the age bracket of 18-24, are more attracted and active in
blogs, videos on social media like YouTube, Facebook, Instagram; as they find it most eye-
catching.
School ID: 300438

Lasam West District
With ever increasing development of social media and the subsequent advantages that
come with it such as vast reach, low cost, and high communication efficiency, companies of
P a g e |8
all size have been hiring marketers who are very eager to learn about, create, and facilitate
virtual brand communities. LaRoche, Habibi, Richard, and Sankarnarayanan, (2012) listed
several other reasons behind such interest in virtual brand communities: the rapid
dissemination of information, influencing customers evaluation, learning customers
perception of new products and most importantly gaining a holy grail of loyal customer.
Consumers now a day play an increasingly active and important role in the marketing
cycle. Photo editing apps such as camera +, and VSCO (Visual Supply Company), enable
everyday people to produce and post high-quality images to the internet. User-generated
content, also known as UGC, is a rich resource waiting to be tapped into by the business.
According to Gonzalez, (2010) social media provides never- ending avenue for
communication; it is the individual who serves as the influencer, not the technology.
According to Kaplan and Haenlein, 2010, UGC describes the sum of all ways in which people
make use of social media, and usually applied to describe the various forms of media content
that are publically available and created by end users.
Viral Advertising Viral advertising or viral marketing is a more popular business
strategy that uses the social network to promote their products. According to Poter and
Allen,
cited by Chu, 2011, viral advertising is an unpaid peer to peer communication about a
product using the internet to influence the targeted customers.
School ID: 300438

Lasam West District
Just like a virus spreads from one person to another, viral marketing is circulated by
companies through social networking sites as a medium, and in most of the cases, sponsored
by the companies. Bampo et al, (2008), in their finding confirmed that social network
marketing plays a critical role in spreading a viral message.Bajpai and Pandey (2012)
examined
P a g e |9
how viral marketing put its mark as a new concept of product promotion and concluded that
it is in the stage of infancy and marketers still have to learn a lot to make it more effective.
School ID: 300438

Lasam West District
P a g e |10
Chapter 3
Research Design
The researchers will use causal research which variables are the effect and the nature
of the functional causal. This causal has two variables-independent variables (quality of
content, affective technology for survey purpose, capture niche market) which represent the
cause, and another one is dependent variables (effectiveness of social media promoting online
business) which means the effect of promoting research.
From this research we intend to find out effectiveness of social media. Our research
method of questionnaire is the personal interview which will be conducted on field.
Locale of the Study
Cabatacan East and West, Zone 1-7 Lasam Cagayan was the site of the research.
Respondents and Sampling Procedure
The study’s participants are the Cabatacan East and West residents who are using
online platform in promoting their products.
School ID: 300438

Lasam West District
Data Gathering Procedure
In gathering the data, first the researchers constructed question for the
questionnaires. They encoded the questionnaire then printed the ready for distribution. After
the distribution, the researchers gathered the questionnaire for data tabulation and analysis.
P a g e |11
Analysis of Data
The data will be tabulated and analyzed by the researchers. The frequency count and
percentage were used to interpret the data gathered on the profile of the respondents.
School ID: 300438

Lasam West District
P a g e |12
Letter to the School Head

January 6, 2023
NEHEMIAS G. BALMARTINO
Head Teacher III/OIC-School Head
Cabatacan National High School
Dear Sir,
Warmest Greetings!
We are 12 ABM students who are presently conducting study titled "EFFECTIVENESS OF
SOCIAL MEDIA IN PROMOTING ONLINE BUSINESS IN CABATACAN EAST AND WEST" as
a partial fulfillment in our subjects in PRACTICAL RESEARCH 2, and INQUIRY,
INVESTIGATION AND IMMERSION.
In this regard, we humbly ask permission from your good office to conduct our
research to gather the data needed in our study.
Your approval to conduct this study will be greatly appreciated. Thank you in advance
for your favorable response and assistance in this endeavor.
Sincerely yours,
JACK L. TALAMAYAN
ANGELICA T. UGOT
Researchers
School ID: 300438

Lasam West District
Noted by; Approved by;
Villaflor E. Espejo Nehemias G. Balmartino

Head Teacher III Head Teacher III/OIC-School Head
P a g e |13
Letter to the School Head
January 6, 2023
NEHEMIAS G. BALMARTINO
Head Teacher III/OIC School Head
Cabatacan National High School
Dear Sir,
Warmest Greetings!
We are 12 ABM students who are presently conducting study titled "EFFECTIVENESS OF
SOCIAL MEDIA IN PROMOTING ONLINE BUSINESS IN CABATACAN EAST AND WEST" as
a partial fulfillment in our subjects in PRACTICAL RESEARCH 2, and INQUIRY,
INVESTIGATION AND IMMERSION.
In this regard, we humbly ask permission from your good office to conduct our
research to gather the data needed in our study.
Your approval to conduct this study will be greatly appreciated. Thank you in advance
for your favorable response and assistance in this endeavor.
Sincerely yours,
JACK L. TALAMAYAN
ANGELICA T. UGOT
Researchers
School ID: 300438
Lasam West District
Noted by; Approved by;
Villaflor E. Espejo Nehemias G. Balmartino

Head Teacher III Head Teacher III/OIC-School Head
School ID: 300438


Group 3 Research - Milin

Uploaded by

Copyright:

Available Formats

You might also like

Group 3 Research - Milin

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Group 3 Research - Milin

Uploaded by

Copyright:

Available Formats

Republic of the Philippines

EFFECTIVENESS OF SOCIAL MEDIA IN PROMOTING ONLINE BUSINESS IN CABATACAN

A Research Presented to the Faculty and Staff of

CABATACAN NATIONAL HIGH SCHOOL

SENIOR HIGH SCHOOL DEPARTMENT

In Partial Fulfillment of the Requirements

In Practical Research II and Inquires, Investigations and Immersions

School ID: 300438

APPROVAL SHEET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .ii

TABLE OF CONTENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii

1. THE PROBLEM AND ITS BACKGROUND . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Statement of the problem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Significant of the study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Scope and Delimitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

2. REVIEW OF RELATED LITERATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Locale of the study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. Respondents and Sampling Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Data Collection Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

School ID: 300438

advantages, you should consider trying another method.s

This chapter presents the” Effectiveness of Social Media in Promoting Online

as a tool in promoting the online business of every entrepreneurs specially in today’s

the easiest and less hassle way of marketing your business.

This research focuses on the Effectiveness of Social Media in Promoting Online

STATEMENT OF THE PROBLEM

This quantitative research aims to know the Effectiveness of Social Media in

Promoting Online Business in Cabatacan East and West.

3. What are the advantages of using social media in online business?

growth of sales and producting?

SCOPE AND DELIMITATION

SIGNIFICANT OF THE STUDY

products and services more effectively through social media.

and marketing it through social media.

studies on the subject.

School ID: 300438

1. Advertisement – a notice or announcement in a public medium promoting a

product, service, or event.

3. Convenient – if a way of doing something in convenient, it is easy, or very

useful or suitable for a particular purpose.

4. Employability – having a set of skills, knowledge, understanding and personal

5. Entrepreneur – one who organizes, manages, and assumes the risk of

6. Enterprise – is a project, a willingness to take on a new project, an

undertaking or business venture.

7. Investment – the action or process of investing money for profit.

8. Productivity – the state or quality of producing something, especially crops.

share content or to participate in social networking.

10.Thriving – characterized by success or prosperity

School ID: 300438

REVIEW OF RELATED LITERATURE

creation and exchange of user generation content.

software tools to create user-generated content that can be shared.”

The effectiveness of social media can be measured by a feature known as Customers’

between expectation and reality.

Mady (2011) discussed the importance of customer’s perception on overall marketing

activities regardless of their active participation in consumption. He also explained the

process of adoption towards innovation; according to him; it is a tool that provides

information about customer’s readiness towards acceptance of new technology.