Research Shs

ELJOY CAMPAIGN: PROPOSED MARKETING TOOL i
#ELJoy Project: A Proposed Promotional and Marketing Tool of Eugenio Lopez Jr.
Center For Media Arts Senior High School
A Descriptive Analytical Research submitted to the
Eugenio Lopez Jr. Center for Media Arts Senior High School
In Partial Fulfillment of the Requirements
In Research Project
by
TACUYAN, Aranela J.
LALATA, Hannah Marianne
MONTES, John Carlo
QUIMPOL, Gio Andre

ELJOY CAMPAIGN: PROPOSED MARKETING TOOL ii
TRANSMITTAL SHEET
This mixed method research entitled #ELJOY PROJECT : PROMOTIONAL AND

MARKETING TOOL OF EUGENIO LOPEZ JR. CENTER FOR MEDIA ARTS SENIOR
HIGH SCHOOL, prepared and submitted by Aranela J. Tacuyan, Hannah Marianne Lalata,
John Carlo Montes and Gio Andre Quimpol, in partial fulfillment of the requirements of the
subject RESEARCH PROJECT in EUGENIO LOPEZ JR. CENTER FOR MEDIA ARTS
SENIOR HIGH SCHOOL , is hereby accepted and endorsed for final defense.
GUILLERMO NIKUS A. TELAN
Research Adviser
____________________________
April 17, 2020
Date Signed
Respectfully endorsed as partial fulfillment for the RESEARCH PROJECT
NOEL M. DELOS REYES
PRINCIPAL
____________________________
April 20, 2020
Date Signed
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL iii
APPROVAL SHEET
This mixed method research entitled #ELJOY PROJECT : PROMOTIONAL AND

MARKETING TOOL OF EUGENIO LOPEZ JR. CENTER FOR MEDIA ARTS SENIOR
HIGH SCHOOL, prepared and submitted by Aranela J. Tacuyan, Hannah Marianne Lalata,
John Carlo Montes and Gio Andre Quimpol, in partial fulfillment of the requirements of the
subject RESEARCH PROJECT , is hereby recommended for oral presentation and examination.
GUILLERMO NIKUS A. TELAN
Research Adviser
DR. JINGLE E. BALOCOS DR. NERISSA BELTRAN
April 24, 2020

__________________ April 24, 2020
__________________
Date Signed Date Signed
DR. FREDERICK EDWARD T. FABELLA
___________________
April 24, 2020
Date Signed
NOEL M. DELOS REYES
PRINCIPAL
___________________
April 30, 2020
Date Signed
ACCEPTED as partial fulfillment of the requirements for the RESEARCH PROJECT.

ELJOY CAMPAIGN: PROPOSED MARKETING TOOL iv
DECLARATION OF ANTI-PLAGIARISM
I, Aranela J Tacuyan understand that plagiarism is the act of taking and using another’s ideas and
works and passing them off as one’s own. This includes explicitly copying the whole works of
another person and/or using some parts of their work without proper acknowledgement and
referencing.
I hereby attest to the originality of this research proposal and has cited properly all the references
used. I further commit that all deliverables and the final research study emanating from this proposal
shall be of original content. I shall use appropriate citations in referencing other works from various
sources.
I understand that violation from this declaration and commitment shall be subject to consequences
and shall be dealt with accordingly by the School Research Ethics Committee.
PROPONENT: AranelaJ.Tacuyan
SIGNATURE: ____________________________
DATE: __________________________________
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL v
I, Hannah Marianne Lalata, understand that plagiarism is the act of taking and using another’s ideas
and works and passing them off as one’s own. This includes explicitly copying the whole works of
referencing.
sources.
PROPONENT: Hannah Marianne Lalata
SIGNATURE: ____________________________
DATE: __________________________________
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL vi
I, John Carlo Montes understand that plagiarism is the act of taking and using another’s ideas and
referencing.
sources.
PROPONENT: John Carlo Montes
SIGNATURE: ____________________________
DATE: __________________________________
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL vii
I Gio Andre Quimpol, understand that plagiarism is the act of taking and using another’s ideas and
referencing.
sources.
PROPONENT: Gio Andre Quimpol
SIGNATURE: ____________________________
DATE: __________________________________
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL viii
DECLARATION OF CONFLICT OF INTEREST
We, Aranela J Tacuyan, Hannah Marianne Lalata, John Carlo Montes, and Gio Andre Quimpol,
understand that conflict of interest refers to situations in which financial or other personal
considerations may compromise my judgement in evaluating, conducting, or reporting research.
I hereby declare that I do not have any personal conflict of interest that my arise from my
application and submission of my research proposal.
Further, in case of any forms of conflict of interest (possible or actual) which may inadvertently
emerge during the conduct of my research, I will duly report it to the research committee for
immediate action.
I understand that I may be held accountable bt the Eugenio M. Lopez Jr. Center For Media Arts
Senior High School and School Research Committee for any conflict of interest which I have
intentionally concealed.
PROPONENT: AranelaJ.Tacuyan
Hannah Marianne Lalata
John Carlo Montes
Gio Andre Quimpol
SIGNATURE: ____________________________
DATE: __________________________________
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL ix
We, Aranela J Tacuyan, understand that conflict of interest refers to situations in which financial
or other personal considerations may compromise my judgement in evaluating, conducting, or
reporting research.
immediate action.
PROPONENT: Aranela J. Tacuyan
SIGNATURE: ____________________________
DATE: __________________________________
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL x
I, Hannah Marianne Lalata, understand that conflict of interest refers to situations in which financial
or other personal considerations may compromise my judgement in evaluating, conducting, or
reporting research.
immediate action.
PROPONENT: Hannah Marianne Lalata
SIGNATURE: ____________________________
DATE: __________________________________
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL xi
I, John Carlo Montes understand that conflict of interest refers to situations in which financial or
other personal considerations may compromise my judgement in evaluating, conducting, or
reporting research.
immediate action.
PROPONENT: John Carlo Montes
SIGNATURE: ____________________________
DATE: __________________________________
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL xii
I, Gio Andre Quimpol, understand that conflict of interest refers to situations in which financial or
other personal considerations may compromise my judgement in evaluating, conducting, or
reporting research.
immediate action.
PROPONENT: Gio Andre Quimpol
SIGNATURE: ____________________________
DATE: __________________________________
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL xiii
ABSTRACT
After three years of establishing Eugenio Lopez Jr Center for Media Arts Senior High
School, a certain issue arises which became the cause of the declining applicant rates of
the institution. To increase the applicant rate of the Eugenio Lopez Jr. Center for Media
Arts Senior High School,
the researchers came up with an idea to promote the school by targeting the future
applicants through maximizing the use of social media, by creating a promotional and
marketing tool about the joy that can be found in the institution. The output created the
#ELJoy will serve as a starting point to promote the school it was presented to the
students of the institution with survey to see if this is an effective strategy to promote the
school. The answers gathered on the survey were analyzed by the researchers and
concluded that majority of the respondents agreed that it is an effective promotional and
marketing tool to promote the institution.
After three years of establishing Eugenio Lopez Jr Center for Media Arts Senior High
School a result of the collaboration with ABS- CBN Corporation, Magna Anima Foundation
and of course Quezon City local government it’s evidently proven that this institution
became popular not just in Metro Manila but also in the entire Philippines considering
that it is only the first ever stand- alone public Senior High School that offers special
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL vi
program in Media arts. Behind of such a thriving beginning of this institution on its third
year way back 2019 a certain issue arises the School faced a challenging battle because
there are numerous opinions of its students reacting the way how they feel somewhat
abused by the current administration under Mrs. Josephine Obligar, The School’s faculty
can’t even handle the said case because its severely circulating online particularly on
twitter and a renowned hashtag which was the #ELJail come to light. The researchers
came up with an idea to promote the school by targeting the future applicants through
the aspect of creating a promotional and marketing tool about the joy that can be found
in the institution. The researchers created the #ELJoy that will serve as a starting point to
promote the school it was presented to the students of the said institution then after that
the researchers conducted a survey to see if this is an effective strategy to promote the
school. The gathered results of the conducted survey were analyzed by the researchers
and concluded that majority of the respondents agreed that it is an effective promotional
and marketing tool to promote the institution.

ACKNOWLEDGEMENTS
To our Father God, who guided us and kept us sane while we write this study, Thank you.
Your showers of blessings and understanding is the most important gift we received.
It is through You that we were able to have an anchor to guide us in doing our paper.
We would like to express our deepest gratitude to our parents, namely, Mrs. Ma. Victoria J.
Tacuyan and Mr. Arnel G. Tacuyan, who provided a shelter for the four of us for a day and fed
our hungry stomachs. To Mr. and Mrs. Quimpol, who provided financial support through their
child, that we are able to print our drafts and buy things we needed. To Mr and Mrs. Montes, who
gave support to their son who was able to make our video and sticker outputs, and lastly, to the
Lalata family specifically Mr. John ReinierLalata who helped us in our statistical problems.
We are also deeply thankful to Mr. Kevin Daylo, who provided support and understanding for the
group. Your words of encouragement and listening to our group made us feel at ease during the
most stressful times. To Mr. Joseph Soriano, thank you for your inputs regarding our research
project, we are able to create a meaningful and helpful tool for the school.
The path we took wasn’t easy, but thank you to Route 88 who became our safe haven for three
months. You swept our money away but kept our hearts full. All the laughter, rants and inputs
that we created when we are feeding ourselves into your unli wings. We are deeply thankful for
your service.
To Kopiroti and Yi-Fang, thank you for providing us beverage for everytime we do our research
project. We are deeply honored that your establishment staffs did not throw us out even if the
only voice heard in the café was owned by us.
To the staffs at Philippine National Library, your smiles and genuine concern when we are
looking for sources and there was none was consoling. Your kind words were able to ease our
disappointed hearts and we are deeply grateful.
To TikTok, which calmed our stressful minds by making us dance to your music. Ara and Gio are
deeply thankful by this. To Alexi, thank you for being an inspiration to JC that he was able to
handle all the stress that came his way. To the dating application, Bumble, thank you for the
humans we’ve met who provided us with great insights regarding our research paper.
To Mr. Freddly Asuer, thank you. Your help is important to us, because of you, we are able to
submit this research paper to our institution.
One month of us making our research project was spent over stressing, crying and quarreling. To
Mr. Jay Altajeros who provided insights about what supposed to be our research project is,
despite of the misunderstanding, thank you. We are sincerely and truthfully thankful for you. We
have learned and matured over the span of a month because of your help. Continue being a great
director Sir, the four of us are looking forward to working with you in the near future.
To our beloved Mr. Guillermo Nikus A. Telan, thank you for not giving up on us. We may have
had our own series of drama, but thank you for still trusting us. Thank you for your kind words
that provided us with positive thoughts, we felt loved and consoled because of you. Thank you for
not just being our research adviser, but also as our family.
We have been through tough times, but thank you to our class adviser, Mr. Erwin Apostol for
providing us with happiness. We are feeling loved every time you ask us what’s up. Thank you
for being a great adviser all in all Sir. We are thankful to have you during our rough roads.
To our most beloved friends, we will not name you, but you know who you are. Thank you for
staying even though this research kept us from doing what we normally do. Thank you for
sharing your thoughts, for keeping us company during the days when we cannot be left alone.
Your hugs, and back pats are truly appreciated.
To our first research, you have caused us happiness, pain, confusion, lots of regrets but most of
all, you have opened our eyes in seeing things no one else sees. We will part ways but promised
to do you when the time is right. You are our first, and forever baby. Thank you for always
keeping us happy. You are loved.

TABLE OF CONTENTS
Page
TITLE PAGE _______________________________________________________________i
TRANSMITTAL SHEET______________________________________________________ii
APPROVAL SHEET _________________________________________________________iii
ABSTRACT ________________________________________________________________iv
ACKNOWLEDGEMENTS ____________________________________________________vii
TABLE OF CONTENTS ______________________________________________________viii
LIST OF FIGURES___________________________________________________________ix
CHAPTER I. THE PROBLEM AND ITS BACKGROUND
Background of the Study_______________________________________________________1
Statement of the Problem_______________________________________________________9
Research Assumptions_________________________________________________________9
Significance of the Study_______________________________________________________10
Scope and Delimitations _______________________________________________________11
Definition of Terms___________________________________________________________12
Conceptual Framework________________________________________________________13
Theoretical Framework________________________________________________________14
CHAPTER II. REVIEW OF RELATED LITERATURE
Effectiveness of Social Media as a Marketing Tool: An Empirical Study _________17
Hashtag Marketing: How to Use Hashtags for Better Marketing Campaigns _______18
Using Hashtags for Marketing ___________________________________________20
Everything You Need to Know About Hashtags _____________________________21
Social Media Hashtag Campaigns: 10 of the Very Best (+ A Few Fails) __________22
Hashtag Marketing: Boost Social Media Effectiveness up to 40% _______________23
What does ‘Hashtag’ Mean & How Do You Use Them?_______________________27
What is Social Media?__________________________________________________29
Agenda Setting Theory _________________________________________________31
Hypodermic Needle Theory _____________________________________________32
Cultivation Theory_____________________________________________________33
Happiness in ELJ______________________________________________________34
Joy_________________________________________________________________35
TV Patrol: Senior High School ng ABS-CBN University, umaarangkada na _______35
ELJ Center for Media Arts opens in QC____________________________________36
Eugenio Lopez, Jr. Center for Media Arts Groundbreaking Ceremony____________37
ELJail ______________________________________________________________38
CHAPTER III. RESEARCH METHODOLOGY
Participants_________________________________________________________39
Research Instrument _________________________________________________39
Data Gathering Procedures ____________________________________________39
Data Analysis_______________________________________________________41
Limitations_________________________________________________________42
CHAPTER IV. PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA
CHAPTER V. SUMMARY, CONCLUSION AND RECOMMENDATION
Summary of Findings_________________________________________________54
Conclusion _________________________________________________________54
Recommendation ____________________________________________________54
BIBLIOGRAPHY _________________________________________________________55
APPENDICES
Consent Form #1 ______________________________________________________57
Consent Form #2 ______________________________________________________58
Letter for Approval ____________________________________________________59
Certificate of Validation #1______________________________________________61
Consent Form #3______________________________________________________66
#ELJoy Promotional Video Link _________________________________________68
Documentation _______________________________________________________73
CURRICULUM VITAE_____________________________________________________69
ELJOY CAMPAIGN: PROPOSED MARKETING TOOL ix
LIST OF FIGURES
Number Title Page
1 Conceptual Framework 13
2 Test I Statement #1 43
5 Test I Statement # 4 45
6 Test I Statement # 5 45
7 Test II Statement #1 46
10 Test II Statement # 4 47
11 Test II Statement # 5 48
12 Test III Statement #1 48

ELJOY CAMPAIGN: PROPOSED MARKETING TOOL 1
INTRODUCTION
I. Background of the Study
The Eugenio Lopez Jr. Center for Media Arts Senior High School had its
groundbreaking opening ceremony last June 6, 2016 as a senior high school inside
Kamuning Elementary School. According to ABS-CBN News, ELJ is a productof
collaboration between the Department of Education, the Quezon City Local Government,
Magna Anima Teacher’s College and ABS-CBN Corporation. The building of the school,
which is donated by ABS-CBN Corporation, was inaugurated last May 16,2018 and it
paved the way to make Eugenio Lopez Jr Center for Media Arts Senior High School to
have it’s own building and to be the only stand-alone public senior high school that offers
Media Arts in Quezon City.
A post by ABS-CBN News using Vice Ganda was posted on Facebook last May
2016, inviting applicants to apply at the institution seems to be the first advertisement of
the school in record. Eugenio Lopez Jr. Center for Media Arts Senior High School had
several features on the shows Umagang Kay Ganda and TV Patrol which was also used for
the school’s marketing. Articles talking about the school published on Reddit, ABS-CBN
News, Magna Anima Education and several publishing sites also helped the
school’smarketing. Aside from that, existing promotional and marketing campaigns such
as videos about the school is posted every year on the school’s page.
In February 2020, the official facebook page of ELJ posted 2 advertising videos,
“Do You Want To Be A Film Maker” produced by MA-11 Print and “ELJCMASHS is
Waving At You!” produced by MA-11 Radio, talked about the subjects in ELJ as well as
the opportunities offered, the activities and what goes on inside the institution.
The institution also has their annual school to school campaign which promotes the
institution in different neighboring public schools. Eugenio Lopez Jr. Center for Media
Arts Senior High School also offers contests such as U-Henyo Media Summit, an inter-
school short film competition, and Celikula, a seminar and competition of cellphone made
films in collaboration with Rappler. Indirect marketing tools such as vlogs posted by the
students as partial fulfilment for their Audio, Visual Literacy Subject also became useful
for marketing the school. Videos, pictures, and articles submitted by the school to different
contests are also helpfulto make the school known in different parts of the country. Eugenio
Lopez Jr. Center for Media Arts Senior High School also participated in different TV
Shows such as “Matanglawin” in ABS-CBN and in “Iskoolmates” by PTV 4, in these
participations, indirect marketing for the school happens which shows a competitive side
of the students that helps the promotion of the institution.
Eugenio Lopez Jr. Center for Media Arts Senior High School excels in different contests
especially in Journalism, the school’s journalism team Haraya for the Filipino Publication
and The Vanguard for the English Publication has won several awards in the school’s
division press conference every year since they joined. In, Film Making or Documentary
making, Eugenians are able to raise the flag of ELJ as well, take the DokyuBata
documentary as an example, for two consecutive years, ELJ was able to bring home awards
such as Audience Choice Awards and even as the best documentary. While the Eugenians
deeply shines in their creativity, the way they talk about sensitive issues and their
competitive side shines through as well in debate, with theiradviser being
Mr.GuillermoNikusTelan, ELJ’s Eugenio Debate Society has won several debate contests
beating known debaters from well-known universities.
Eugenians are also able to show their talents in film making, script writing,
broadcasting and in the performing arts in different major activities offered by the school
annually such as ‘Sine Kalikasan’ an event for the Science Month in collaboration with the
Department of Science and Technology and Cine Eugenio, the film club of ELJ, which is
a film competition for Grade 11 students that showcases nature. ‘Pistagenio Jr.’ a talent
showcase event for the Grade 11 students for their Performing Arts classes and ‘Pistagenio’
for the Grade 12 students for their exit film or theater project showcasing everything
they’ve learned in their senior high school years in ELJ.
Last school year, 2018-2020, the #NoToELJail trended on twitter. Students from
ELJ expressed their disappointments towards the school administration on twitter using the
hashtag. Statements such as “Gusto ko lang sabihin na estudyante kami. Hindi preso,
hindituta. dimo kami pwede ilagay sa isang kulungan at itali sa kadenang
nakakalason.”Posted by the user with the username @darleneslays said, another user that
goes by the handle @cristicamille expressed her sentiment by saying, “Patayin niyo muna
kami, bago niyo patayin ang sining nanamamayagpag sa puso ng bawat mag-aara lng
Eugenio” Became viral on twitter, students from ELJ became a part of this protest and
there born the #BlackMonday where students from the institution are convinced by their
school mates to wear black shirts in support to the protest to the past administration.
In this hashtag, students expressed that they felt imprisoned in the school, that the
school administration stops them from fully expressing their freedom of speech. A day
before the Black Monday, March 3, 2019, teachers from ELJ expressed their sentiments
towards this protest. A few tried to stop the students from doing the silent protest, and a
few teachers showed support with the silent protest planned by the students. Although it is
not proven yet, the researchers see this hashtag as one of the contributors as to why the
applicants of Eugenio Lopez Jr. Center For Media Arts Senior High School decreased from
the last year. The sections of the grade 11 batch 2018-2019 and grade 11 batch 2019-2020
proves that the students of ELJ decreased from 6 sections to only 5 sections this year. As a
way to help the school gain its good reputation back, the researchers see that a social media
campaign in promoting the school can be the most helpful tool that can help the school’s
marketing and promotion. Social Media as defined by Matthew Hudson are websites
andapplications that are designed to allow people to share content quickly, efficiently and
and in-real time. As the world depend on technology more often now, social media
marketing became a new way for different businesses, institutions and products to promote
themselves. Having a lot of people who owns phones, laptops and other devices that can
access social media, it became a good marketing platform, however at the same article.
Matthew Hudson said that the only way a social media marketing can be successful
is if you continue being active. He wrote, “social media users are turned off by the retailer
who opens accounts and does not engage with clients and the public and consequently
become labeled a pretender.” It is to this regard that the researchers are proposing a hashtag
to promote the school which is the #ELJoy campaign.
A hashtag, defined through an article posted by Sandra Grauschopf are words or
multi-word phrases that are used to categorize contents and track topics on social media.
In addition to this, she wrote that hashtags are helpful for people find something regarding
a content that interests them. On a different article published by Return On Now, Brandon
Stanley wrote that there are studies which have shown that businesses which use hashtags
on Twitter and Instagram, which are social media applications, are improving their
engagement rates up to 12.6%. In the same article, he mentioned that working with
hashtags will require a little bit of knowledge, practice, testing, and most importantly,
absolute consistency on your part. Filipino brands such as Jollibee with #KwentongJollibee
gain attention online because of their video series that shows different stories that involves
the fastfood chain, Jollibee. With the same hope, #ELJoy will be a campaign online. The
starting point of the said campaign will be a video, the video is 1 minute long which
showcases the smiles of the students in ELJ, various groups of students yelling #ELJoy
towards the camera and eventually asking Eugenians who watches the video online to share
their #ELJoy through their tweets and facebook posts.
#ELJoy aims to promote the school in a whole new level. Just like Jollibee’s
#KwentongJollibee and Globe’s #GoLangNgGo which shows the accessibility of the
network anywhere. #ELJoy will promote the school by sharing the Joy of being a Eugenian,
the happiness felt in ELJ.Despite all the challenges that surrounds the students of the
institution, you cannot see a single student in ELJ that has a frown on their faces, there
might be some, however, because of the supportive student body that surrounds each and
every student in ELJ, there is still Joy.
Joy, as defined by the Merriam Webster Dictionary is the emotion evoked by well-being,
success, or good fortune or by the prospect of possessing what one desires, On the other
hand, Theopedia, a biblical encyclopedia defines it more asa state of mind and an
orientation of the heart. According to them, it is a settled state of contentment, confidence
and hope. In Eugenio Lopez Jr. Center for Media Arts Senior High School, there is a spirit
of love and helpfulness, a spirit of helping each other in order to surpass every challenge
as students.
Eugenians are able to show this spirit of helping through tweets and facebook posts
shared by everyone. In one tweet posted last March 6, 2020, a user expressed her sentiments
towards the supportive environment in ELJ. She said, “I remember one of the faculty
members in our school (ELJ)saying this: 'Anggandaditosa ELJ, nagsusuportahan.’ And I
immediately agreed because we do know how to 'raise each other up'. And I do believe that
is one of the great things inside ELJ.” A tweet that got 41 retweets and 111 likes captured
Eugenians, and they showed their agreement towards this tweet. This tweet is one among
many tweets that goes to show the supportive environment in ELJ, that sparks joy among
many of its students.
The researchers chose the word Joy as a conjunction to be paired with ELJ to be a
hashtag because aside from it being catchy, the word also has a deeper meaning and not
just happiness. In a book entitled Some Are Born Great written by Adela Rogers St. Johns,
she wrote that “Joy seems to me a step beyond happiness—happiness is a sort of
atmosphere you can live in sometimes when you’re lucky. Joy is a light that fills you with
hope and faith and love.” The environment in ELJ is more than just being happy, the
researchers are the proof and witnesses on how there is Joy in ELJ.
#ELJoy will be used to promote the school in social media platforms starting with
a proposed video content that will be the starting point of the hashtag. After the said video,
and after this hashtag gained enough attention in social media, posters of the said hashtag
will be followed. This proposed marketing tool of ELJ will be an interactive marketing
strategy wherein the students, teachers, alumni or future students, as well as their parents
can engage in using the hashtag. The purpose of the hashtag is to see the JOY of being in
ELJ from the participants themselves. There can also be a video series entitled “Ang
#ELJoyKo” that will be posted by the school’s page wherein a selected student from ELJ
shares his/her #ELJoy and the video will show it to the netizens.
The purpose of the study is to hopefully see the effectivity of the proposed
marketing campaign for the Eugenians. Their agreement and their sentiments towards how
the school will be promoted is very important to the researchers especially because their
reaction and perception towards the hashtag is the main tool on it being active on social
media. #ELJoy aims to show the happiness felt within the colors Red, Green and Blue that
surrounds the building of ELJ, and with this, it aims to finally lessen rumors about the
school that was brought by the #NoToELJail.
Aside from that, the researchers are also in line with their proposal towards the #ELJail be
approved as a proposed marketing tool, a unique statement and way like this will surely
boost the school not just in the neighboring schools but also in different parts of the country.
Statement of the Problem
1. What is the perception of the students to the hashtag?
2. Will #ELJoy be an effective marketing tool for the institution as seen by the
students?
Assumption
The researchers assume that this proposed study will be the official marketing tool
of the institution. This study aims to give an effective marketing tool which will help
students share their opinions about the school, as well as to help the school gain attention
which will result in gaining more students who wants to apply in the institution in the next
years. The researchers also assume that the study itself will showcase what kind of reality
the ELJ has and to spread the impactful message that in ELJ there is indeed joy.
However, there is a fear that the hashtag(#ELJoy) will not be fully helpful for
making the school’s reputation good, but it might worsen the problem of bashing that ELJ
is facing. On the other hand,the researchers are positive into thinking that the students will
fully support the hashtag, #ELJoy in becoming the official hashtag of the institution.
Significance of the Study
The importance of the study is to raise the applicants of the ELJ by using a different
type of approach to promote the school, which is the #ELJoy , a promotional and marketing
campaign that will focus on the happiness that can be found in Eugenio Lopez Jr. Center
for Media Arts Senior High School. The result of the study will greatly benefit the
following:
Students. Through this study, students will become aware of the happiness that exists in
the ELJ despite of the loads of works that they have. Aside from that, Eugenians will be
able to share their thoughts about the institution through the hashtag that we built, aside
from being a tool for promotion, this will also be a good platform for the students to open
their thoughts.
Teachers. This study will encourage them to strive harder to learn teaching techniques to
meet the future students standards. Aside from this, the faculty will also be able to learn
about how happy their students really are, their student’s thoughts and the way the students
and future students see the institution which can help them build a much more better
learning system.
School. This study can help boost the publicity of the school and it can raise the number
of applicants and students.
Future Researchers. This study will serve as basis if they still want to improve the
promotional and marketing tool created by the researchers.
Scope and Delimitations
This study is delimited to the perception towards the effectivity of the proposed
Promotional and Marketing Campaign known as #ELJoy for Eugenio Lopez Jr. Center for
Media Arts Senior High School. The previous issue of ELJ, which is #NoToELJ will not
be explained deeply on this study but it will only contribute a part of it to strengthen the
background of the study. The future effects of the hashtag for the incoming students of ELJ
will not be studied by the researchers. The respondents of this study are mainly focused on
the Grade 11 and 12 students of ELJCMASHS since the researchers aims to know the
effectivity within the school first before it will be released on the public. Thus, a qualitative
study will be used by the researchers.

Definition of Terms
1.) Promotional Campaign - it is an activity that is literally use to promote and
Encourage people to reach their desired goal.
2.) Marketing Campaign - an advertisement from different platforms that
attract people to attain a certain quota/goal.
3.) Marketing Tool - the material used to attract customers; in this
research study which is the #ELJoy.
4.) Eugenio Lopez Jr. Center for Media Arts Senior High School - an Educational
institution that produces future media practitioners.
5.) Eugenians - a term that is used to call officially enrolled students
from Eugenio Lopez Jr. Center for Media Arts Senior
High School.
6.) #ELJoy- a hashtag that the researchers created to promote the
Eugenio Lopez Jr. Center for Media Arts Senior High
School and to analyze its effectivity from the students
itself.
Conceptual Framework
#ELJoy
STUDENTS VISUALS INTERESTS
Figure 1. The connection of #ELJoy to the students and how

the hashtag will result to the interest of future Eugenians.
Incoming students or transferees, symbolized by the first figure, who have access on social
media, symbolized by the second figure has a possibility to see the promotional posters
about the #ELJoy, which is also in the second figure. Posts using the hashtag that can be
seen on social media accounts may attract and help in gaining the interest of incoming
students on applying in the school. The first figures are students walking, symbolizing
active students who may use social media accounts while doing their stuff on the school,
while doing so, they will be able to see the #ELJoy that is posted on different social media
platforms.
These influences, added together can be a helpful tool towards the interest of other people
about the institution, which is Eugenio Lopez Jr. Center for Media Arts Senior High
School. As many people use the hashtag, many people can be more informed about the Joy
of being a Eugenian, which is the primary goal of the hashtag. Therefore, with the hashtag
itself, we can provide a powerful tool that can be helpful as the promotional and marketing
tool of Eugenio Lopez Jr. Center for Media Arts Senior High School.
Theoretical Framework
These are the theories that support the study.
Hypodermic Needle Theory. The Hypodermic Needle Theory made popular by Harold
Lasswell in a book entitled “Propaganda Technique” became widely known in the 1920s.
According to Lasswell, the Hypodermic Needle Theory or also known as the Magic Bullet
Theory is a communication theory that suggests that media messages are directly injected
into the brains of passive audiences. In simpler terms, this theory suggests that media has
the power to inject highly influential messages directly into passive and susceptible
audiences.
This theory is related to the study because it will use media, which is the social media with
the help of a hashtag, which is #ELJoy in injecting the thought that ELJ has a joyful
environment. While doing this, the researchers can engage easy to lure grade 10 students or
future senior high school students in truly believing in the contents of the hashtag.
However, unlike other theories of communication, the Hypodermic Needle Theory was not
based on empirical research. Instead, it was grounded by an assumption that humans,
controlled by their biological nature, will react instinctively to passing stimuli in similar
way.
Agenda-Setting Theory
In 1972, this theory of communication was introduced by Maxwell McCombs and Donald
Shaw. This theory rests on two basic assumptions. The first one assumes that the media
filters, and shapes reality instead of simply reflecting it. As an example, the news we see
are not presented chronologically or by the number of people affected or will be affected
by the news, instead, the way it is produced is how it will be appealing to audiences. On
the other hand, the second assumption states that the more attention media relies on one
issue, the more the public will be able to label those issues as an important one. In simpler
terms, this theory suggests that media doesn’t necessarily tell people how they should think
or feel about certain issues but rather what issues they should think of.
Cultivation Theory
Originated by George Gerbner in the 1960s, this theory proposes that repeated exposure to
media over time can influence perception towards social reality. Gerbner proposed that
over time, repeated exposure to media cultivated the belief that messages conveyed by the
media applies to the real world. According to him, as people’s perceptions are shaped by
media exposure, the way they believe things, their values, and attitudes are shaped as well.
The concept of #ELJoy is a hashtag that can be seen repeatedly on social media sites such
as Facebook and Twitter, With this, it can shape the way people perceive ELJ as an
institution that will eventually help with the school’s promotion.

CHAPTER II
REVIEW OF RELATED LITERATURE
Effectiveness of Social Media as a Marketing Tool: An Empirical Study
Abu Bashar, Irshad Ahmad, Mohammad Wasiq (11, November 2012)
During an age in which technology prevails, both businessmen and advertisers see
the need to keep up with the rapid speed of change or the risk of being overdone. Under
the current market situation, the days are gone when a pure- business model would succeed
well. Designing a marketing plan without consideration of social networks is nearly
impossible. Social networking has become a profoundly significant gradient in today's
marketing mix in general and especially in the promotion mix.
Adapting some form of online marketing via social media is a key node for all businesses,
particularly in an industry where trends such as fashion and handicrafts are constantly
changing. Today the company is changing itself from a transactional relationship to a social
relationship. It is now more important than ever that successful companies use the concepts
of Engagement Marketing to prepare to engage their prospects and consumers effectively
before, during and after their buying process, and that the foundation for this dedication is
high-quality and relevant information.
Through this source, the researchers was able to back up their thoughts towards the
effectiveness of marketing on social media just because of how this source also said
that technology is evolving and social media is one of the most relevant platforms to spread
information. Because of this, it is easy to spread stuff that could help promote the proposed
#ELJoy project and reach more incoming grade 11 students to gain more enrollees and to
connect more people.
Hashtag Marketing: How to Use Hashtags for Better Marketing Campaigns
Olivia Ryan 5, December 2017
The researchers use hashtags all the time, especially on Twitter and Instagram.
These may also have been seen somewhere else, like Google+, Pinterest, or Twitter. But
do you know how to make good use of hashtags for better-targeted marketing campaigns?
If used strategically, hashtags will provide a lot of benefits for you. They can be used to
bring your content to a wider audience, raise awareness about your brand, reach a very
specific group of people, improve your SEO, and, among other things, use hot trends and
topics to your advantage.
The best weapon in your arsenal, aside from influencer marketing, are hashtags.
Basically, they help social media categorize your content, and get it in front of its intended
audience. Trending subjects will greatly help marketing campaigns because they attract an
enormous amount of readers. The right hashtags can get your product, service, brand or
content in front of a large audience for a trending topic. People who are not usually a part
of the market you're trying to attract are also seeing them, resulting in a higher brand image.
You may use the hashtags in one of two ways to enter trending topics.
You can only wait until a niche- subject becomes popular, then use the proper tags.
Yet while that will get you in front of the right crowd, your niche won't necessarily be the
root of other trends. You may also use hashtags that aren't closely connected with the
industry. One way to do that will be to use them during the holidays, because it would be
easier for your company to catch on to holiday trends and issues, regardless of your niche.
You can customize your content to suit the subject if you can't find a link between your
industry and a trending subject. But again, this has to be at least loosely connected to your
niche.
Hashtags that spread knowledge about an important subject not only have the
potential to go viral but also result in a lot of content that is created by users. At the same
time, you can spread knowledge about your own business, as well as the community. More
importantly, you'll do some good and your company can be seen as socially responsible.
As the researchers read this source, hashtags can help our campaign boost in several
different ways. You just need to invest a little time and effort and it would gather more
interests to applicants for Eugenio Lopez Jr. Center for Media Arts Senior High School and
we will be able to reach the target audience easier than ever by using the hashtag #ELJoy
Using Hashtags for Marketing
Robert Allen (23, September 2015)
Hashtags can help create the connection between a social media concept and a
brand and its promotions like a bid or daily content inside the mind of the user. Some
social media users adopt professional hashtags so they can help to improve awareness a
little bit. Obviously if used correctly Hashtags can be an important marketing method.
But make sure you first study your hashtags and note that everyone can use the hashtag
you've created for your brand. There are two ways companies can make the hashtags
backfire. The first is when they try to use a hashtag to expand their scope but pick one
that ends up making them look bad and the second is when angry customers hijack a
hashtag.
So make sure you first study them before using hashtags and track them so that
you can respond if angry customers start using them to undermine your brand. It can be
difficult to know which hashtags to use for your marketing. Make sure you first study
them before using hashtags and monitor them so you can respond if angry customers start
to utilize them to diminish your brand. It can be difficult to know which hashtags to use
for your marketing. Through this, the #ELJoy researchers will be monitoring the hashtags
so that researchers could know how people are reacting to our campaign or hashtag.
Everything You Need to Know About Hashtags
Isabella Andersen (15, Febraury 2018)
Using hashtags for social media marketing is nothing new, but we wanted to
include a one-stop tool that will tell you whether you should use hashtags, how many
hashtags to use, where to find trending hashtags and what kind of visibility hashtags will
offer you through social media. Sometime in the 14th century, the hashtag symbol itself
came into being.
The hashtag came from "lb" until it was used on telephones and Twitter, the Latin
abbreviation for "pound ». And, for a while, we (in the U.S.) called it the symbol of the
pound. The official name of the hashtag is the ' octothorpe, ' a term coined by
telecommunications technicians when they applied the symbol to telecommunications
keypads, according to dictionary.com. It wasn't called hashtag until its use on social media
became popular.
The use of the hashtag as a way to find posts about a specific subject started in 2007 with
the tweet below, indicating that people used hashtags to build communities on Twitter. You
should do a little research on hashtags, as with all marketing material, before you go and
throw them into any social media post you write. Look at what the hashtags do with the
rivalry. Were they using any? Bombing their followers with hashtags? Does customer
engagement guide their strategy? When they do a decent job, try to mimic what they do for
a while before you get the hang of it, then build up your hashtag technique from the back
of it.
Social Media Hashtag Campaigns: 10 of the Very Best (+ A Few Fails)
Pa kajNarang (9 January 2020)
The hashtags have really created a revolution in social media marketing from
Facebook to Twitter. Although the word hashtag now marks its 10-year anniversary and
is officially specified in the Oxford dictionary, it is difficult for many people to run
dedicated hashtag campaigns. But good campaigns on hashtags can be strong, driving a
lot of traffic and awareness. If you represent a small business or a global corporation, it
doesn't matter; a hashtag campaign can serve various purposes. Hashtag campaigns can;
build brand recognition, increase your content exposure, make it easier to track and
measure your content, improve your followers and retweets, engage your audience,
effectively promote activities, help run a contest or launch a product.The most important
aspect of running a hashtag campaign is a hashtag which can go viral quickly. There are a
few do's and don’ts for using hashtags on social media before you proceed; your hashtag
should be first. It shouldn't look like a rip-off of your competitor's campaign, it should be
authentic and simple to understand, don't add more than 3-4 words together, try writing it
in Title case to make it easy to understand, don't make your hashtag entirely about your
brand, don't build a hashtag that your audience will avoid using Don't sound demeaning,
insulting or self-promotional and us. If you're new to marketing hashtags then you're
likely to make a few mistakes. Be prepared before running your campaign to avoid
making these common hashtag marketing errors; while cross-platform linking is
encouraged, you should still think individually about and platform. A well-performing
hashtag campaign on Twitter could not have the same effect on Instagram, lack of
preparation before running your campaign might cause you problems, have a
walkthrough of your whole campaign ready before it is launched, don't depend
exclusively on paid and promotional material, concentrate more on organic reach, don't
make your hashtags excessively long or unnecessarily complex until posting, Try to reach
your audience, your company should be more active on social media, think about the
tools you have and who your target audience is before launching a campaign, don't
promise something you can't deliver, pick influencers carefully because their experience
and knowledge are more relevant than the number of followers they have.
Hashtag Marketing: Boost Social Media Effectiveness Up to 40%
Brandon Stanley (23, January 2018)
Hashtags have become a critical element of every and every famous social media
outlet in the present times. Hashtags are common and will remain so because of their
importance. Hashtags essentially help people discover new knowledge about various
topics. Research have shown that businesses use hashtags on Twitter and Instagram
increase their engagement levels by up to 12.6%. This may not seem like a big deal but this
figure will have a huge effect on your long-term success in social marketing. If you want
to work with hashtags and do it effectively, know that a bit of experience, practice, testing
and, most importantly, absolute consistency on your part will be needed. Just like with
content, your hashtags have to be unique, relevant, and memorable. For unique hashtags
I'm not speaking about finding words that were never used because you're never going to
find any. I am talking about choosing keywords that explain your brand, keywords that
clearly define the content, or keywords that you think will appeal to your target audience
the most. Here's what I suggest: Don't even worry about plagiarism when using hashtags
in your posts. Get inspired by others but never copy-paste the hashtags of someone else,
particularly at one time multiple. Relevant hashtags are much more versatile and helpful
than the standard hashtags. In most cases, a careful selection of the audience is all it takes
for you to carry out a successful marketing hashtag campaign. The hashtag should be
Memorable, If you're serious about creating a brand through social media, you'll most
definitely want people to remember your name. Through making the most hashtags
efficiently, the brand's visibility will hit new heights.
By selecting memorable words that will make up your hashtags you will boost the
cycle. Even though Twitter was the first social media to have hashtags introduced, the
others followed quickly. Today, except for LinkedIn, you can use the "#" on any broad
social network. If the main purpose of using hashtags is to help your brand gain more
visibility, it would logically increase your brand recognition across the board by using
hashtags in more than one social platform. In addition, by using the same hashtags on
different sites, you can create a kind of link in the minds of your target audience. People
automatically identify trends, so allow them to do so by targeting various outlets of the
same audience.
The hashtag's intent remains untouched. Nonetheless, each social network has its
own "laws." Twitter users, for example, don't like tweets with more than two hashtags,
whereas Facebook users have no issue. Here are some short guidelines to have hashtags
included on the most common social platforms; In Instagram, the maximum hashtag
number is 30. However, according to a study from Bufferapp, you should try to stick to
fewer than 11 hashtags for each post, so that the post shows better engagement results. In
Twitter, Twitter restricts the number of characters for all hashtags. You can restrict your
hashtag usage to a maximum of two hashtags per message, in order to play by their rules.
In Facebook, preferably two hashtags would be used at most. One should be a common
hashtag, and the other branded hashtag or a concise hashtag. In Google+, You can use the
hashtags on Google+ to find out about similar topics and to enter them. You'll come across
similar material by pressing the hashtag button "#." In Pinterest, Stick to two hashtags per
message. Focus on your very own hashtags.
Hashtags are supposed to be short and concise. Take note of this guideline any time
you write them. If they're too broad you're probably going to use the wrong words. Efficient
marketing often requires targeted marketing and if you target your audience well and you
manage to catch their interest as well, you'll boost the results of your conversion. However,
if your hashtags are simple and general, you'll draw people who just intend a visit. We
aren't serious about moving on. They don't want to live there. But really, they aren't your
audience. They might be, but the probability is a lot, a lot less. Keep it short and concise,
and make your targeting easier. Align Your Hashtag’s Message with Your Brand’s
Message. Ideally, you should have a brand message already created. Your commitment to
the company stands for everything that you do. It's your way of saying "choose me over
them" so concentrating on a positive message is crucial to any company's survival. It is a
tough marketplace because, in almost every niche, the competition is strong. Now - you
can use hashtags to reveal the message of your company to the public. Who knows what?
Perhaps your message is so powerful that in some circles I will make your brand go viral.
Hashtag marketing is a field of particular concern. You will be learning more about
hashtags as a digital entrepreneur, small businessman, or marketer. It's not going to take
you very long. You will become more resourceful as you get to
understand more about them. The hashtags will refine the latest marketing campaigns,
creating more traffic and better leads over time. This source made #ELJoy concrete and by
the advice of this article it could help us make our hashtag to be effective to audiences or
people and also our target incoming students.

What Does 'Hashtag' Mean & and How Do You Use Them?
Sandra Grauschopf (23, July 2019)
Hashtags can also be used to find posts that you are interested in reading. Hashtags
are words or multi-word phrases on Twitter, Facebook, Instagram and Pinterest which
categorize content and track topics. Hashtags, like #picoftheday or # sweepstakes, are
followed by the # mark. Users with a particular hashtag will search for content, and using
hashtags helps people find articles and tweets that attract them. And if you wish to find
your content, adding one or two hashtags will help you find your audience. By generating
a hashtag just use the pound symbol (#) to add hashtags to your tweets, pins, or links,
followed by a word or sentence that describes the subject of the tweet. Do not use any of
the spaces in your hashtag; just run them together if you need to use more than one word.
If the context of the expression without spaces is hard to understand, you can capitalize on
every word. Examples of common multi-word hashtags include #throwbackthursday and
# ElectionNight. How do you pick which hashtags you want to use? You can come up with
a word you consider fitting or use hashtags you've seen other people use in their posts. You
can come up with a word you consider fitting or use hashtags you've seen other people use
in their posts. If you're trying to attract readers, you can use a website like Hashtags.org to
find hashtags on social media that are currently popular (trending).

Hashtags needn't be about a topic; they can encapsulate a mood in your post too. If
you post about winning an award, for example, you could use the hashtags #soexcited and
#lovewinning! Hashtags may also be humorous, ironic or sarcastic. In your Tweet, you can
use more than one hashtag but beware of using too many. If you have more than three
hashtags, or your post has more hashtags than text in it, your post starts looking spammy,
which can turn off your followers. At the beginning, middle, or end of your post, you can
insert a hashtag. For so many people sharing on social media, discovering the messages
you want to read and the people that are debating subjects that are of interest to you can be
challenging. At any given moment there is so much information being shared that wading
through it all is moment-consuming and there is a strong risk of missing something
important. Hashtags help to solve this issue by making it easy to scan for tweets with
interesting topics for you. When you are looking for these hashtags on Twitter, you will
receive a list of all the recent posts that people have shared on these subjects. It is a great
way to discover new social media competitions that are important to enter because many
Twitter giveaways have a very limited time of entry. Hashtags are a fast and simple way
of discovering people like-minded to follow, attracting more people to the posts you make,
and entering gifts and winning fun prizes, all while adding more personality into your posts.
You can't really go wrong, so when you post on social media play around with them and
see what a difference they are making!

What is Social Media?
Matthew Hudson (8 May 2019)
Social media refers to websites and applications designed to enable people to
exchange content in a fast, effective and real-time manner. Many people on their
smartphones or tablets describe social media as apps, but the reality is, this networking tool
began with computers. This confusion stems from the fact that most social media users are
using applications to access their resources. The opportunity to communicate in real-time
images, thoughts, activities, etc. has changed the way we live and the way we do business.
Retailers who use social media as part of their marketing plan usually see tangible results.
But the trick to good social media is not to treat it as an unnecessary appendage but to
approach it with the same care, support and consideration you're doing with your marketing
efforts. There was no competition for the dollar in the early days of social media-not so
today. You can spend thousands of dollars, for example, on a Facebook ad campaign and
still get no return on your investment. Through its very definition, social networking is a
networking cycle of limited attention — it's a lot easier to get somebody's attention with a
Tweet than getting someone's attention with a newspaper ad. This is because it is more
difficult to write ad headlines and copy on Twitter or Instagram.

Some of the biggest mistake’s retailers make is setting up accounts on any social
media site they think is important and then leaving them alone with no operation. Holding
an account with any of the social media sites doesn't mean that your company is more in
social media than buying golf clubs makes you eligible for the PGA. In reality, users of
social media are turned off by the retailer who opens accounts and does not communicate
with customers and the public, and thus becomes a pretender. The truth is, it's best not to
have a social media symbol on your website if you're not going to be personally engaged
with it — and actually doing it every day.
The other major mistake retailers make is using social media to think about what's
important to them, instead of thinking about what's important to the consumer. As a retailer,
you might think it's cool to shout you've got a sale going on; and this would be true in some
respects. But, if this is the only reason you get interested in social media, it's not going to
be helpful. Your aim should be to offer your customer-relevant content and connect with
them to the point that they want to share your post with others if you are using social media,
you need to communicate with your clients, communicate them in a conversation and ask
them for their feedback. Post a photo of two things in your store that you are considering
carrying and ask customers which one they like better. It establishes a conversation that
leads to shared posts resulting in engaged followers.

Agenda Setting Theory
COMMUNICATION STUDIES
The philosophy of agenda-setting relies upon two basic principles. The first notes
that the media shapes and shape reality, rather than merely representing it. Of example,
news reports are not portrayed chronologically or according to the number of people
affected by them, but instead in a way that defines a writer or publisher to be the most
"sensational" or appealing to the audience. The second theory suggests that the more
exposure the media pays on such topics, the more likely it would be for the public on mark
those topics as critical. In certain words, setting an agenda does not actually tell people
how they can talk about other topics or feel about them, but instead what things they can
care about.
The theory does have some scientific merit. For instance, it is based on the cognitive
principle of accessibility, which refers to the memories the brain accesses when asked to
retrieve information. The more a story or issue is publicized in the media, It's placed more
deeply in people's minds. Then when people are asked to name the day's most pressing
topics, they are likely to respond by listing the top items reported in the local or national
press. Dozens of research often bear witness to the political, legal, financial, and economic
effects of setting the agenda.

Hypodermic Needle Theory
COMMUNICATION STUDIES
Hypodermic Needle Theory, developed in reaction to the advent of mass
advertising and the introduction of propaganda tactics in the 1930s, suggests that the media
has the ability to actively insert highly persuasive signals into naive and vulnerable publics.
As there are no other sources of intelligence open to such audiences compare the media’s
messages, they have no choice but to act on those messages. The theory is known by other
names as well: Magic Bullet Theory, Transmission-Belt Model and Hypodermic-Syringe
Model.
The research has shown that people can select which messages to embrace from the
internet, as well as decide the extent to which such messages can affect them. As indicated
by Hypodermic Needle Theories, people were not the weak, powerless victims of the
government. Lazarsfeld, through his research; Along with Elihu Katz, a two-step
information flow model was developed, claiming that the signals from the media are first
received and perceived by opinion makers before they reach the general public. Even the
event of "Panic Transmission" used to help Hypodermic Needle Theory has been re-
evaluated and proclaimed to show varied reactions to listeners.

Cultivation Theory
Cynthia Vinney (2019)
Cultivation theory suggests that repeated media consumption changes
interpretations of social reality over time. Originated by George Gerbner in the 1960s, this
idea is most frequently applied to television watching and implies that interpretations of
the real world by regular television audiences are representative of the most common
representations presented by fictional media.
It was part of a larger "economic markers" scheme, when Gerbner first thought of
cultivation theory. The project established three fields of study: structural process research
examining how media messages are created and distributed; communication structure
study examining what such messages communicated as a whole; and community research
exploring how media messages are transmitted as a whole.Effect on the way social
communications users view the real world. Although all three elements are related together,
it is the cultivation study that scholars have been and continue to work the most. Studies
by Gerbner dedicated directly to the effect of broadcasting on audiences. Gerbner claimed
tv was the primary medium of narrative in culture. His emphasis on television grew from
many medium-specific assumptions. Gerbner sees television as a platform for the most
commonly transmitted factual messages and information Even as channel choices and
distribution mechanisms were expanding,Gerbner maintained that the television content
concentrated in a single collection of messages. He indicated that television limits

competition because television, as a mainstream medium, must cater to large, diverse
viewers. So, the sequence of communications remains the same even as programming
options proliferate.As a result, television will most likely cultivate similar perceptions of
reality for very different people.
Happiness in ELJ
There’s a statement from a eugeian telling us how “she was moved and amazed by the
supportive environment ELJ has and she also quoted that it’s one of the few wonderful
things to experience in the said institution.” (Eugenio Lopez Jr. Center for Media Arts
Senior High School) - LaraAllyxanraMagtibay (2019)

Joy
Merriam- Webster (1828)
According to Merriam Webster they defined that the word “JOY” is an emotion evoked
by well-being, achievement or good fortune or by the possibility of having what one
desires: DELIGHT the manifestation or display of these emotions: GAIETY a state of
satisfaction or joy: BLISS a source or cause of enjoyment.
TV Patrol: Senior high school ng ABS-CBN University, umarangkadana
ABS- CBN News (2016)
This promotional video that ABS- CBN News uploaded on Youtube 3rd of July 2016 was
the first ever advertisement of the newly opened institution in a collaboration with ABS-
CBN Corporation, Magna Anima and of course Quezon, City local government the said
advertisement went famous and it caught hundreds of attention more so, it’s evidently
proven that there’s a unique education system ELJ has that’s why you can see on its
comment section how many people get interested moreover get involved in the said
institution because some of its educators/ lecturers are legitimate media practitioners and
they really have a good background in the mentioned field because they’re not just doing
it as job however they’re doing it passionately and most of them are employees of the
competitive network brand here in the Philippines, The ABS- CBN
ELJ Center for Media Arts opens in QC
MANILA - The Eugenio Lopez Jr. Center for Media Arts Senior High School on
Sct. Torillo St., Quezon City have the doors finally opened on Wednesday.
The ELJ Center for Media Arts is a public school established in partnership with
the government of Quezon City, the Department of Education and the Magna Anima
Foundation. The school is now open to potential Grade 11 and 12 students who are
planning to take communication arts-related course tracks to become community leaders
in the future.
Quezon City Mayor Herbert Bautista said this is the first media arts senior high
school in the Philippines. He said this will help decongest other public schools in the city.
The ELJ Center for Media Arts has 4 floors and 20 classrooms in total. The school also
has 2 computer laboratories, a speech lab, a library, an audio visual room, and more.
Students are expected to learn lessons on journalism, production, and film in the
school. Aside from DepEd teachers, Kapamilya media practitioners and professionals will
teach in the school. Because it's a public school, tuition is free.But the process to enter the
school requires an applicant to pass an exam, interview, portfolio assessment. Only Grade
10 graduates with an average grade of 85 and above will be accepted.

Eugenio Lopez, Jr. Center for Media Arts Groundbreaking Ceremony MAGNA
ANIMA (2016)
The Eugenio Lopez, Jr. (ELJ) Center for Media Arts building is ABS-CBN’s
donation to support Magna’s Senior High School (SHS) program. Aside from the building,
ABS-CBN’s support also includes providing fellows, training and curriculum development
assistance to DepEd. According to Mr. Orendain, ABS-CBN is also working on a college
curriculum for Media Arts.
According to Mr. Orendain, it was an straightforward choice for ABS-CBN to
support the Magna SHS scheme. Through the initiative, ABS-CBN will continue to achieve
its goal of "serving the Filipino people," especially "serving the Filipino youth through
better education." Ms. Cory Vidanes and Mr. Carlo Katigbak reflected on what it means to
be in the media field and how the Media Arts track.
Will not only teach the skills but also prepare the students for the rigor and values
needed in media. Department of Education officials expressed their thanks to Magna's
private sector partners and agreed that it would be daunting the first three years of adoption
of the K to 12 system. Yet this would be achievable by cooperation and coordination. Dr.
Quesada insisted that better education is the only possible means of protecting the future
of the youth.
ELJail
Twitter (2019)
Here’s one of the tweets that will never be forgotten in the ELJ history, way back 2019 the
School faced a challenging battle because there are numerous opinions of its students
reacting the way how they feel somewhat abused by the current administration on that
time it was the years when Mrs. Josephine Obligar stayed in the said school for almost 3
consecutive years, The School’s faculty can’t even handle the said case because its severely
circulating online particularly on twitter and its then uncontrollable and it’s also the time
when the students decided to create a hashtag that symbolizes their hatred expression
towards the kind of system the current administration has.

CHAPTER III
RESEARCH METHODOLOGY
Participants|
Seventy nine (79) students from Eugenio Lopez Jr. Center for Media Arts Senior High
Schools, combined from grades 11 and 12 will be used. A convenient sampling method
will be used.We will go to the classroom of ELJ, show them the video and ask who wants
to answer our survey.
Research Instrument
This study is a Descriptive Analysis Research and the data will be interpreted using the
survey questionnaire that was given out to the students. The study will be a Qualitative
study because we will be interpreting their perception towards the hashtag seen in the
survey questionnaire, as well as their opinion on whether it will be effective as a marketing
tool of the school.
Data Gathering Procedures
The researchers submitted a letter requesting for a one-day shoot in the school
premises that will utilize the students of the institution. The researchers were formally
permitted to conduct the shooting needed for their video campaign by the following
teachers, Mr. Guillermo Nikus Telan ELJ’s Focal Person and the research adviser, Mr.
Louie Lavaro ELJ’s Grade 12 Coordinator; Mrs. Josephine Sandoval ELJ’s Grade 11
Coordinator, and of course the most important one Mr. Noel Delos Reyes ELJ’s Principal.
After the researchers were allowed by the teachers, they went room to room to shoot short
clips that will be used in the promotional video. The highlight of this shoot is of course to
promote the hashtag that they created which was the #ELJoy, to be able to do that, the
researchers instructed the students to shout this hashtag but before doing so, the researchers
informed the student on what the video and the hashtag was about. After this, the
researchers will distribute a personal made stickers that is designed to promoteour school
as a thank you gift for the respondents, which can also be beneficial for their interest in the
school. The students who were part were given on hand consent forms before the
videographer captured their faces.
Right after the video was edited, they asked permission to Mr. Guillermo Nikus
Telan, the Research Project adviser of the researchers, to conduct the survey needed for
this study which they will also use to analyze either the proposed promotional video is
effective or ineffective. As the researchers was gathered all the important data they needed,
the next thing they will do is to analyze the results of the survey that they conducted and
after that, explained the purpose of #ELJoy. The researchers are also going to analyze the
reaction of the people who became part of this their study this includes the Eugenians and
the Teachers in the institution in order to know if the hashtag made any difference in the
institution, as well as their perception on the hashtag.

Data Analysis
After the responses of the respondents to the survey questionnaire were tallied and
recorded, the researchers calculated the Percentage to analyze and interpret the results. The
following formula for computing the Percentage was used:
𝑉
𝑃= 𝑥 100
𝑇𝑣
Where:
V= Value
Tv= Total Value
P= Percentage
The researchers then computed the number of respondents who answered Yes, No and
Maybe to see if the Promotional and Marketing tool, #ELJoy is effective or not.
A. Limitations
This study will be conducted in a limited amount of financial resources and time.
The previous advertisements will not be part of our research anymore, the study focuses
on the idea of attracting future respondents with the use of emotional appeal and it may not
be as effective as a marketing strategy to other people. The respondents of the research will
only represent as the whole population of the ELJCMASHS, thus, the information that the
researchers gathered might not be totally accurate as the whole.
There are also possibilities that the respondents will not answer the survey
questionnaires seriously since the respondents are busy on the event that happened when
the researchers conducted the data gathering.

CHAPTER 4
These are the answers the researchers received through their survey. With these answers,
the researchers are able to compute and analyze the data that they needed in order to
answer their questions.
Test 1.
The following questions in TEST I was all about the old advertisements that ELJ used for
the past years. The need for this question is for the researchers be able to know if the
students are aware of the past advertisements used by the institution. A refresh of
memory was needed before we introduce a new type of marketing strategy to them which
was #ELJoy.
STATEMENT#1
“Have you seen the promotional Statement #1
advertisements used by our school
from the past school years?”
In statement #1, 73:42% of the

respondents answered yes, 13.42%
answered no, and 12.66% answered
maybe.
In conclusion, many of the YES = 73.42% NO = 13.42% MAYBE = 12.66%

respondents are aware about the
promotional advertisements used
by the school.
STATEMENT#2
Do these promotional advertisements
Statement #2
catch your attention as a viewer?
In statement #2, 75.95% of the

maybe.
With this, the researchers are able to

see that the past advertisements are YES = 75.95% NO = 6.33% MAYBE = 17.72%
eye catching to the viewers.
STATEMENT #3
Does the advertisements used before Statement #3
convinced you to be a part of the
institution?

maybe.
The advertisements used before are YES = 67.09% NO = 10.13% MAYBE = 22.78%
effective to attract enrollees in ELJ.
STATEMENT #4 Statement #4
Did the way they advertised the school
using the videos met your expectations
when you became a part of ELJ?

maybe.
YES = 55.70% NO = 17.72% MAYBE = 26.58%
What you see is what you get in the
advertisements used by ELJ.
In this question, the researchers are able
to prove that the way ELJ is advertised
is really what you get when you become
a part of the institution,
STATEMENT #5 Statement #5
Are the past advertisements used by
institution effective in promoting the
institution?

maybe.
YES = 64.56% NO = 5.06% MAYBE = 30.38%
In conclusion, the way ELJ was
advertised using the past
advertisements is an effective way to
promote the school.
Test II.
After briefly introducing the #ELJoy Campaign, the researchers then proceeded to ask the
respondents about the said campaign or project. The questions created in test II was to
know if the #ELJoy promotional video will be effective as a starting point of the
promotional and marketing complain for Eugenians.
STATEMENT # 1
Statement #1
Have you watched the #ELJoy
Campaign?
100% of the respondents answered yes

and none answered no and maybe in
statement #1.
Because the researchers are able to

explain the #ELJoy Campaign and
YES = 100% NO = 0% MAYBE = 0%
because the researchers also shot
videos with the students, they already
know the #ELJoy Campaign.
STATEMENT # 2
Did the #ELJoy Campaign video catch Statement #2
your attention?
94.94% of the respondents answered

yes, 5.06% answered maybe and none
answered no in statement #2
The starting point video that was seen

by the students are eye catching and
interesting according to the YES = 94.94% NO = 0% MAYBE = 5.06%
respondents.
STATEMENT # 3
If you are not yet a part of ELJ
Statement #3
and you saw this video, will you
be convinced to study in ELJ?
65.82% of the respondents

answered yes, 34.18% answered
maybe and none answered no in
statement #3
If used as a marketing tool, YES = 65.82% NO = 0% MAYBE = 34.18%

according to the respondents, they
will be convinced to study in the
institution using this campaign.
STATEMENT # 4 Statement #4
Did the #ELJoy Campaign video
show a good image of ELJ?
97.47% of the respondents

answered yes, 2.53% answered no
and none answered maybe in
statement #4
A majority of the students agrees YES = 97.47% NO = 2.53% MAYBE = 0%

that the campaign shows a good
image of ELJ. Which is the goal of
the campaign
STATEMENT # 5
Will the #ELJoy Campaign video be
Statement #5
an effective marketing tool if used by
the institution?
83.54% of the respondents answered

yes, 16.46% answered no and none
answered maybe in statement #5
In this statement, also a majority of

the students agreed that it will be a YES = 83.54% NO = 16.46% MAYBE = 0%
good marketing tool.
On the other hand, some students
are not convinced.
Test III.
To be able to know if this will really be effective for the students of ELJ, In this test, the
researchers formulated questions that will compare the past and the proposed marketing
tool to be able to get their opinions.
Which is more interesting to watch?
86.08% of the respondents chose

#ELJoy and 13.92% chose the
previous advertisement in statement
#1
For the respondents, the #ELJoy

campaign’s starting point video is
#ELJoy = 86.08% Previous advertisement = 13.92%
more interesting to watch if compared
to the other advertisements used by the
school.
Which will gain attention in social
media?

#2
Because of the way #ELJoy will

work, the respondents chose this
instead of the previous advertisements.
Statement #3
STATEMENT # 3
Which shows the real ELJ?

#3
Compared to the last

advertisements, the #ELJoy Project
is the one who shows the real
institution.
STATEMENT # 4
Which of the two videos will be an Statement #4
effective marketing tool if used by the
institution?

#4
The majority of respondents chose the #ELJoy = 87.34% Previous advertisement = 12.66%
proposed marketing tool more than the
past advertisements.
STATEMENT # 5
Which of the two will convince you to
Statement #5
study in ELJ if you are not yet part of
the institution?

#5
According to the majority of the

respondents, the #ELJoy campaign #ELJoy = 79.75% Previous advertisement = 20.25%
is more convincing if compared to the

other advertisements.
TEST 1.
The following questions in test I. was all about the old advertisements that ELJ used
for that past years and the main idea in here is for the researchers to know if the current
students are still aware of it and how they perceived either they see it as effective
marketing tool or otherwise
STATEMENT YES NO MAYBE
In statement #1, 73:42% of the respondents

answered yes, 13.42% answered no, and 73.42% 13.42% 12.66%
12.66% answered maybe.
In statement #2, 75.95% of the respondents


answered yes, 10.13% answered no, and
67.09% 10.13% 22.78%


TEST II
The questions created in test II was to know if the #ELJoy promotional video will be
effective as a starting point of the promotional and marketing complain for the
ELJCMASHS
STATEMENT YES NO MAYBE
100% of the respondents answered yes and

none answered no and maybe in statement 100% 0% 0%
#1.
94.94% of the respondents answered yes,

5.06% answered maybe and none answered 94.94% 0% 5.06%
no in statement #2

34.18% answered maybe and none answered
65.82% 0% 34.18%
no in statement #3

2.53% answered no and none answered 97.47% 2.53% 0%
maybe in statement #4

16.46% answered no and none answered 83.54% 16.46% 0%
maybe in statement #5
TEST III
In this table, the respondents generated questions to compare past advertisements the
#ELJoy
STATEMENT YES NO
86.08% of the respondents chose #ELJoy

and 13.92% chose the previous 86.08% 13.92%
advertisement in statement #1
87.34% of the respondents chose #ELJoy

and 12.66% chose the previous 87.34% 12.66%
advertisement in statement #2

83.54% 16.46%
#3

87.34% 12.66%
#4

79.75% 20.25%
#5
CHAPTER V
A. Summary of Findings
The main purpose of the study is to find out if the researcher’s proposed marketing tool for
the school will be effective in the opinion and perception of the Eugenians. The researchers
were able to gather reponses from 79 students from both grade 11 and 12 of ELJ. The study
was conducted in about a month. The data gathering was conducted in one day and the
shooting for the video that will be used took up 2 days. The researchers used survey
questionnaires to gather data for the descriptive analysis research, and was able to gather
respondents using the convenient sampling technique.
B. Conclusion
With the answers collected from the survey questionnaire, the #ELJoy Campaign will be
effective if used as a marketing tool. In Test 1, the researchers are able to find out that
Eugenians are aware about the past advertisements used by the school. In Test II, the
researchers became aware of the fact that the #ELJoy is eye catching and interesting for
the Eugenians and Lastly, in the last test, the researchers was able to find out that the more
effective and engaging tool for the school’s promotion is the #ELJoy Campaign.
In conclusion, the #ELJoy Campaign will be an effective marketing and promotional

school for Eugenio Lopez Jr. Center for Media Arts Senior High School.
C. Recommendation
We recommend that the Institution give the #ELJoy a chance to be their marketing tool.
With the results gathered, and the positive results of the survey the researchers conducted,
this hashtag will be a good way to market the school effectively and in an engaging way.
On the other hand, we also recommend the continuous use of the past advertisements
because they are still commendable which is also seen on the survey.
BIBLIOGRAPHY
ABS-CBN News, ELJ Center for Media Arts opens in QC, May 2018
ABS-CBN News, TV Patrol: Senior High School ng ABS-CBN University, umarangkada

na. July 2016.
Abu Bashar, Irshad Ahmad, Mohammad Wasiq. Effectiveness of Social Media As A

Marketing Tool: An Empirical Study. Academia Edu, November 2012.
Brandon Stanley, Hashtag Marketing: Boost Social Media Effectiveness Up to 40%
Camille (@cristicamille) twitter.com, March 2019
Communication Studies, Agenda Setting Theory, Unknown date of publishing.
Communication Studies, Hypodermic Needle Theory, Unknown date of publishing.
Cynthia Vinney, Key Takeaways: Cultivation Theory, thoughtco.com, October 23, 2019.
Dani (@darleneslays) twitter.com,
Hilde A. M Voorveld, Guda van Noort, Daniel G. Muntiga and Fred Bronner.
Engagement with Social Media Advertising: The Differentiating Role of Platform Type.
Tandfonline.com, February 2018.
Issabella Andersen, Everything You Need to Know About Hashtags,

socialmediatoday.com, February 2018.
Lara Allyxandra Magtibay (@LarsieMags) twitter.com, March 2020.
Lucy Hitz, Hashtag Marketing Tactics That Actually Work, sproutsocial.com, January
2020
Magna Anima Education, Eugenio Lopez Jr. Center for Media Arts Groundbreaking
Ceremony, June 2016.
Matthew Hudson, What Is Social Media, March 2019
Merriam-Webster Dictionary, Joy. Unknown date of publishing.
Olivia Ryan, Hashtag Marketing: How to Use Hashtags for Better Marketing Campaigns.
Mention.com, December 2017.
Psychology Today, Happiness. Unknown date of publishing.
Robert Allen, Using Hashtags for Marketing. Smartinsights.com. September 2015
Sandra Grauschopf, What Does ‘Hashtag’ Mean & How Do You Use Them, July 2019
Theopedia, Joy, Unknown date of publishing.

APPENDICES
Consent Form # 1
EUGENIO M. LOPEZ JR. CENTER FOR MEDIA ARTS

SENIOR HIGH SCHOOL
SCOUT TORILLO ST, DILIMAN, QUEZON CITY
I _____________________ hereby grant and authorize the

researchers of MA12-Honesty conducting a research entitled “#ELJoy
Project : The Effectivity of a Proposed Promotional and Marketing
Tool of Eugenio Lopez Jr. Center For Media Arts Senior High School”
to shoot a video of me and use it for their video material.
The researchers have given me the right amount of information and I

understand that my video will be used as a part of their promotional
material needed for their research.
Printed Name:
Signature: Date:
Consent Form # 2

SENIOR HIGH SCHOOL
I _____________________ hereby grant and authorize the researchers of MA12-Honesty

conducting a research entitled #ELJOY PROJECT : THE EFFECTIVITY OF THE
PROPOSED PROMOTIONAL AND MARKETING TOOL OF EUGENIO LOPEZ
JR. CENTER FOR MEDIA ARTS SENIOR HIGH SCHOOL to collect my data using
their survey questionnaire.
The researchers have given me the right amount of information and I understand that the
answers I have given to their questionnaires will remain private.
Printed Name:
Signature: Date:
Letter For Approval
March 3, 2020
Mr. Freddly F. Asuer

English Teacher
Ernesto Rondon High School
Sir:
Greetings!
We are the Grade 12 students in Eugenio Lopez Jr. Center for Media Arts Senior
High School from Media Arts 12- Honesty who are currently writing on our research
paper entitled #ELJOY PROJECT: THE EFFECTIVITY OF THE PROPOSED
PROMOTIONAL AND MARKETING TOOL OF EUGENIO LOPEZ JR.
CENTER FOR MEDIA ARTS SENIOR HIGH SCHOOL.
With your knowledge and expertise, we are humbly asking for your permission to
validate the survey questionnaire made by the researchers using the attached rating tool.
This will surely help us to improve and maintain the credibility of our survey
questionnaire for us to get all the information needed for our study.
We are looking forward for your positive response.
Respectfully yours,
Aranela J. Tacuyan
Group Representative
Noted by :

SENIOR HIGH SCHOOL
CERTIFICATE OF VALIDATION
This is to certify that the study entitled, #ELJOY PROJECT: THE

EFFECTIVITY OF THE PROPOSED PROMOTIONAL AND MARKETING
TOOL OF EUGENIO LOPEZ JR. CENTER FOR MEDIA ARTS SENIOR HIGH
SCHOOL, prepared and submitted by the student – researchers in partial fulfillment of
the requirements for the subject Research Project has been checked and validated by the
undersigned.
Mr. Freddly F. Asuer
March 3, 2020
Ms. Emelita Robles

Mathematics Teacher
Sir:
Greetings!
Respectfully yours,
Aranela J. Tacuyan
Noted by :

SENIOR HIGH SCHOOL


undersigned.
March 3, 2020
Ms. Grace M. Bangayan

English Teacher
Ma’am:
Greetings!
Respectfully yours,
Aranela J. Tacuyan
Noted by:

SENIOR HIGH SCHOOL


undersigned.
Ms. Grace M. Bangayan

English Teacher
March 3, 2020
TO: Mr. Noel M. Delos Reyes

Principal
THRU: Mr. Louie Lavaro

Grade 12 Coordinator
Mrs. Josephine Sandoval
Grade 11 Coordinator
Dear Mr. De Los Reyes
We the researchers from Grade 12 Honesty is conducting a research entitled “#ELJoy Project:
The Effectivity of a Proposed Promotional and Marketing Tool of Eugenio Lopez Jr. Center
for Media Arts Senior High School” to be able to produce the video that will be used in the
#ELJoy Project, we need to shoot in our school with the students, faculty members and school staff.
With that being said, we request permission to conduct a shooting with the Grade 11 and Grade 12
students, involving some faculty members and school staff in order to produce materials needed
for our research. We are hoping for your very kind consideration regarding this request.
Sincerely,
Aranela J. Tacuyan Hannah Mariane P. Lalata

Researcher Researcher
Gio Andre P. Quimpol John Carlo A. Montes

Researcher Researcher
Noted By:
March 3, 2020
Mr. Guillermo Nikus A. Telan

Research Project Adviser
Eugenio Lopez Jr. Center for Media Arts Senior High School
Sir:
Greetings!
Respectfully yours,
Aranela J. Tacuyan John Carlo A. Montes
Hannah Marianne Lalata Gio Andre A. Quimpol
Researchers
#ELJoy Promotional video link:
https://drive.google.com/file/d/1fW5fqtU6Ljk7yALSNJg7uPXb8NTGUDuV/view?u
sp=sharing
DOCUMENTATION
First Group Meeting
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Research Writing.
Second Trip to The National Library
Approved Research Topic
#ELJoy Campaign Video Shoot

Data Gathering
Counting Data
Last Visit at The National Library

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ELJOY CAMPAIGN: PROPOSED MARKETING TOOL i

Center For Media Arts Senior High School

A Descriptive Analytical Research submitted to the

In Partial Fulfillment of the Requirements

LALATA, Hannah Marianne

MONTES, John Carlo

QUIMPOL, Gio Andre

This mixed method research entitled #ELJOY PROJECT : PROMOTIONAL AND

GUILLERMO NIKUS A. TELAN

Respectfully endorsed as partial fulfillment for the RESEARCH PROJECT

NOEL M. DELOS REYES

This mixed method research entitled #ELJOY PROJECT : PROMOTIONAL AND

GUILLERMO NIKUS A. TELAN

DR. JINGLE E. BALOCOS DR. NERISSA BELTRAN

April 24, 2020

Date Signed Date Signed

DR. FREDERICK EDWARD T. FABELLA

NOEL M. DELOS REYES

ACCEPTED as partial fulfillment of the requirements for the RESEARCH PROJECT.

PROPONENT: Hannah Marianne Lalata

PROPONENT: John Carlo Montes

PROPONENT: Gio Andre Quimpol

DECLARATION OF CONFLICT OF INTEREST

Hannah Marianne Lalata

John Carlo Montes

Gio Andre Quimpol

DECLARATION OF CONFLICT OF INTEREST

PROPONENT: Aranela J. Tacuyan

DECLARATION OF CONFLICT OF INTEREST

PROPONENT: Hannah Marianne Lalata

DECLARATION OF CONFLICT OF INTEREST

PROPONENT: John Carlo Montes

DECLARATION OF CONFLICT OF INTEREST

PROPONENT: Gio Andre Quimpol

Arts Senior High School,

marketing tool to promote the institution.

and marketing tool to promote the institution.

only voice heard in the café was owned by us.

disappointed hearts and we are deeply grateful.

submit this research paper to our institution.

Your hugs, and back pats are truly appreciated.

keeping us happy. You are loved.

TITLE PAGE _______________________________________________________________i

APPROVAL SHEET _________________________________________________________iii

TABLE OF CONTENTS ______________________________________________________viii

CHAPTER I. THE PROBLEM AND ITS BACKGROUND

Background of the Study_______________________________________________________1

Statement of the Problem_______________________________________________________9

Significance of the Study_______________________________________________________10

Scope and Delimitations _______________________________________________________11

CHAPTER II. REVIEW OF RELATED LITERATURE

Effectiveness of Social Media as a Marketing Tool: An Empirical Study _________17

Using Hashtags for Marketing ___________________________________________20

Everything You Need to Know About Hashtags _____________________________21

Hashtag Marketing: Boost Social Media Effectiveness up to 40% _______________23

What does ‘Hashtag’ Mean & How Do You Use Them?_______________________27

What is Social Media?__________________________________________________29