Hre 122 - Abm 12-1 - Group 5

University of the East
Caloocan Campus
THE EFFECTS OF SOCIAL MEDIA MARKETING ON THE LEVEL OF

SERVICE SATISFACTION OF GRADE 12 ABM STUDENTS OF
UNIVERSITY OF THE EAST - CALOOCAN
A Research paper presented to

The Basic Education Department
University of the East
Caloocan City
By:
Joanne Francesca C. Ignacio

Jazzy Joyz C. Jandumon
Hannah Sherine M. Juan
Joshua Rhei J. Liao
Menchie P. Marquez
Ma. Frances Clare A. Pilongo
Jaycie Mae M. Quepic
Aimee Gabrielle M. Robleado
Rheyanne Marie A. Saranilla
Mrs. Bricilda B. Guevarra, LPT

Practical Research Professor
March 2022
APPROVAL SHEET
This research thesis paper entitled THE EFFECTS OF SOCIAL MEDIA
MARKETING ON THE LEVEL OF SERVICE SATISFACTION OF GRADE 12
ABM STUDENTS OF UNIVERSITY OF THE EAST - CALOOCAN were prepared
and submitted by IGNACIO, JOANNE FRANCESCA C., JANDUMON, JAZZY JOYZ
C., JUAN, HANNAH SHERINE M., LIAO, JOSHUA RHEI J., MARQUEZ, MENCHIE
P., PILONGO, MA. FRANCES CLARE A., QUEPIC, JAYCIE MAE M., ROBLEADO,
AIMEE GABRIELLE M., SARANILLA, RHEYANNE MARIE A. in partial fulfilment
of the requirements in Practical Research 2 is hereby recommended for oral
examination.
BRICILDA B. GUEVARRA
Practical Research 2 Professor
ⅱ
DEDICATION
The researchers dedicate this research project to the Almighty God, for giving us
the strength and inspiration to persevere and endure in the entire process of this study.
The researchers also dedicate this dissertation to their family and loved ones for
continuously supporting them financially and emotionally and encouraging them
throughout the process.
The researchers would also like to dedicate this study also to their friends and
other classmates for encouraging the researchers to continue to do their best despite hard
times.
Lastly, the students would especially like to dedicate this research to Mrs. Bricilda
B. Guevarra and other members of the faculty for their continuous help and support in the
overall completion of the research project.
ⅲ
ACKNOWLEDGEMENT
The researchers would like to thank God Almighty, for giving them the
inspiration to persist throughout the entire process of the research.
The researchers would also like to express their deepest gratitude to the
following persons for playing an important in the completion of this research:
The members’ parents, for their unconditional love and financial support; and
Mrs. Bricilda B. Guevarra, the students’ Practical Research professor, for initiating the
project in order for them to conduct this research as well as for guiding them in
accomplishing the different chapters of this research.
The Researchers
ⅳ
ABSTRACT
Social media marketing is one of the best opportunities to connect directly with
the audience. People use social media to communicate with companies and expect
companies to engage with them and respond to their remarks fast. A well-developed
social media marketing strategy could be an opportunity to foster a unique, notable, or
even hilarious brand voice. With social media being prevalent amongst the younger
generation, businesses have refocused their organizational structure specifically on
marketing. Customers should be segmented into groups based on their preferences, to
group people together based on their interests. One of the factors that can help businesses
increase sales is customer satisfaction because satisfaction leads to customer loyalty.
Customer satisfaction is a crucial part of helping a business earn more sales and loyal
customers. The importance of customer satisfaction is that you keep customers coming
back as customer satisfaction has been proven to help improve the overall performance of
organizations.
This study aims to determine the effects of social media marketing on the level of
service satisfaction of Grade 12 ABM students of University of the East - Caloocan
during the school year 2021-2022. It discusses the kinds of social media marketing
platforms that ABM students are active on nowadays. This study will no longer discuss
other issues regarding the student customers' level of service satisfaction on social media
marketing outside the campus.
ⅴ
The researchers used the experimental research design that is most appropriate for
this research study. An online survey questionnaire is administered to a selected sample
from a specific population and from that the 60 Grade 12 ABM Students of the
University of the East-Caloocan who answered the online survey questionnaire claimed
that the three most effective social media platforms for marketing are “Facebook”,
“TikTok”, and “Instagram.” Concerning that, the most effective type of social media
marketing is video advertisements as this is the most preferred type of advertisement for
most Grade 12 ABM students because it promotes and markets the products clearly to the
consumer. Based on the findings, the result for the level of service satisfaction in terms of
delivery falls under the satisfied with an average mean of 3.18. While the level of service
satisfaction in terms of quality falls under the very satisfied with an average mean of
3.78. Lastly, the level of service satisfaction in terms of customer service falls under the
very satisfied with an average mean of 3.62.
ⅴ
Table of Contents
Title Page……………………………………………………………...….... i
Approval Sheet…………………………………………………….…….. ii
Dedication…………………………………………………………….…. iii
Acknowledgement……..……………………………………………..….. iv
Abstract……………………………………………………………………v
Table of Contents…………………………………………………………vi
List of Tables…………………………………………………………... vi
List of Figures…………………………………………...………………. vi
Chapter 1 - The Problem and its Background

1.1 Introduction…………………………………………………………….… 1
1.2 Background of the Study………………………………………………..... 2
1.3 Statement of the Problem……………………………………...……….… 3
1.4 Hypothesis of the Study…………………………………………….….… 4
1.5 Scope and Delimitations…………………………………………...…….. 4
1.6 Significance of the Study…………………………………………...…….. 5
Chapter 2 - Review of Related Literature
2.1 Foreign Literature……………………………………………….………... 7
2.2 Local Literature……………………………………………………...…… 11
2.3 Foreign Studies…………………………………………………………... 14
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2.4 Local Studies…………………………………………………………… 23
2.5 Theoretical Framework………………………………………...……… 24
2.6 Conceptual Framework…………………………………………...…… 25
Chapter 3 - Research Methodology
3.1 Research Locale……………………………………………………..…. 27
3.2 Data and their Sources………………………………………………..… 27
3.3 Research Design………………………………………………….…….. 28
3.4 Population and Sample……………………………………………..….. 28
3.5 Research Instruments…………………………………………………... 29
3.6 Data Gathering Procedure………………………………………...…….. 30
3.7 Data Analysis……………………………………………………..…….. 30
Chapter 4 - Presentation, Analysis and Interpretation of Data
Table 2: Distribution of Student Respondents……………………………… 33
Table 3: Frequency and Percentage Distribution of the Most Effective Social
Media Platform When it Comes to Advertising or Marketing the Product………… 34
Table 4: Frequency and Percentage Distribution of the Most Effective and
Preferred Type of Social Media Marketing of the Student-Respondents When it Comes to
Marketing the Product………………………………………………………. 36
Table 5: Customers’ Level of Service Satisfaction in Terms to Delivery…… 38
Table 6: Customers’ Level of Service Satisfaction in Terms of Quality……. 40
Table 7: Customer’s Level of Satisfaction In Terms of Customer Service..42
Hypothesis Testing……………..……………………………………… 44
Chapter 5 - Summary of Findings, Conclusion and Recommendations
5.1 Summary of Findings…………………………………………………… 46
5.2 Conclusions……………………………………………………………… 49
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5.3 Recommendations……………………………………………………….. 51
Bibliography…………………………………………………………… 54
Appendices…………………………...………………………………… 60
Curriculum Vitae………………………………………………………. 68
List of Tables and Figures

Table 1: Four Point Likert Scale…………….……………………………………….. 32
Table 2: Distribution of Student Respondents……………………………………….. 33
Table 3: Frequency and Percentage Distribution of the Most Effective Social Media
Platform When it Comes to Advertising or Marketing the Product…………. 34
Table 4: Frequency and Percentage Distribution of the Most Effective and Preferred
Type of Social Media Marketing of the Student-Respondents When it Comes to
Marketing the Product……………………………………………………….. 36
Table 5: Customers’ Level of Service Satisfaction in Terms to Delivery……………. 38
Table 6: Customers’ Level of Service Satisfaction in Terms of Quality……………... 40
Table 7: Customer’s Level of Satisfaction In Terms of Customer Service…….. 42
Figure 1: Conceptual Framework……………………………………………………. 26
Figure 2: Hypothesis testing…………………………………………………………….44
ⅵ
Chapter 1
THE PROBLEM AND ITS BACKGROUND
This chapter presents the introduction of the research study and its problem as
well as the significance and limitations.
1.1 Introduction
Online shopping is the easy solution for busy life in today’s world. Consumers
shop online to save time, and for available varieties of products and services. According
to O'Reilly, 2021. In today's internet environment, social media, which refers to the
sharing of information, experiences, and viewpoints through community-oriented
websites, is becoming increasingly important. Individuals' geographical barriers are
dissolving thanks to social media, and new online communities are forming and
increasing. Blogs, forums, message boards, photo and video sharing sites, user-generated
sites, wikis, and podcasts are all forms of social media. Each of these platforms helps
users communicate about topics they care about and links them with like-minded people
all across the world.
According to the Deloitte report, 29% of social media users are more likely to
make a purchase on the same day of using social media. A strong online marketing
strategy will help you boost your business and according to Smart Insights, the most
effective strategy in 2018 was social media marketing.
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1.2 Background of the Study
The word marketing used to be jargon confined to the business world. Marketing
has become one of the most dominant factors in the business industry. Many businesses
approach social media as another channel for self-promotion. Social Media has
completely changed the face of customer service and the way consumers interact with a
brand. Social media was born from innovational technological changes and has now been
recognized as essential communication platforms not only for different online users but
also between companies and customers. More and more companies have begun to realize
the influential power of social media and are now utilizing it in various fields such as
customer relationship management and product innovation. However, applying social
media to a real business environment still presents a challenge for most companies as it is
a new communication platform without a long history.
Social media marketing is one of the best opportunities to connect directly with
the audience. People use social media to communicate with companies and expect
companies to engage with them and respond to their remarks fast. A well-developed
social media marketing strategy could be an opportunity to foster a unique, notable, or
even hilarious brand voice.
With social media being prevalent amongst the younger generation, businesses
have refocused their organizational structure specifically on marketing. Customers should
be segmented into groups based on their preferences, to group people together based on
2
their interests. One of the factors that can help businesses increase sales is customer
satisfaction because satisfaction leads to customer loyalty.
Customer satisfaction is a crucial part of helping a business earn more sales and
loyal customers. The importance of customer satisfaction is that you keep customers
coming back as customer satisfaction has been proven to help improve the overall
performance of organizations.
Moreover, detailed effects of companies’ social media marketing activities on
customers' level of service satisfaction have not been thoroughly explored. To our
knowledge, few academic studies, mostly empirical ones, explore these issues. This study
aims to know the effects of social media marketing on the level of satisfaction of Grade
12 ABM students of the University of the East - Caloocan in terms of delivery, quality,
and customer service that has a significant influence on the preferences of customers.
1.3 Statement of the Problem
service satisfaction of Grade 12 ABM students of University of the East - Caloocan
during the school year 2021-2022.
It seeks to answer the following questions:
1. What are the most effective types of social media marketing?
2. What are the social media marketing that has a big influence on the preferences of
customers?
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3. What is the level of service satisfaction of customers in terms of:
a. Delivery
b. Quality
c. Customer service
1.4 Hypothesis of the study
H0 : Social media marketing will not improve the level of service satisfaction of
Grade 12 ABM students.
1.5 Scope and Delimitations
This study focuses on how the levels of service satisfaction of Grade 12 ABM
students in University of the East - Caloocan are being affected by social media
marketing. It discusses the kinds of social media marketing platforms that ABM students
are being active on nowadays. This research project aims to find out what changes their
level of service satisfaction whenever they browse social media sites on the internet.
Researchers would like to know how Grade 12 ABM students affect their service
satisfaction on delivery, quality, and customers’ service while being exposed on social
media marketing platforms. This study also covers how Grade 12 ABM students think
about their experience with the social media marketing platforms.
There are delimitations that is why the study was narrowed in scope. This study
covers how social media marketing affects the student-customers’ level of service
satisfaction. The surveys will only be conducted at Grade 12 ABM students in the
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University of the East - Caloocan during the school year 2021-2022. Their experiences
would vary compared to other institutions, for their involvement in social media
marketing. This study does not cover other ABM students outside the University of the
East, Caloocan Campus. The respondents of the study are limited only to the Grade 12
ABM students of the University of the East - Caloocan. This study will no longer discuss
other issues regarding the student-customers’ level of service satisfaction on social media
marketing outside the campus. Due to limited time frame to conduct the study, our target
respondents of 135 students to be surveyed will be limited only to 60 students.
1.6 Significance of the Study
This study aims to determine the levels of service satisfaction of ABM students of
University of the East - Caloocan under the influence of social media marketing and
provide knowledge of the topic for the following beneficiaries:
Business Owners. This study will benefit business owners to create marketing
strategies that can help them gain more customers. As the customers get influenced by
social media, they can use this research as a guide to help them improve their products
for greater profit.
Consumers. They can benefit in a way of gaining awareness on how social media
can be influential and they can use this study to their advantage to help them choose the
best product in the market with the use of social media.
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Students. The respondents of this study will gain knowledge through the research
regarding how big of impact marketing is and how influential social media can get to
consumers of online shopping.
Future Researchers. This study can serve as a guide to future researchers with
related topics and the findings of this study can be a useful reference for their research.
This can also help them enhance their findings in the future and broaden their knowledge
about this type of topics.
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Chapter 2
REVIEW OF RELATED LITERATURE
This chapter presents the related literature and studies after the thorough and
in-depth search done by the researchers. This will also present the theoretical and
conceptual framework to fully understand the research. Furthermore, the information in
this chapter assists in familiarizing elements that are relevant and related to the current
study.
2.1 Foreign Literature
“Customer's satisfaction has undoubtedly been one of the main strategic
considerations of different businesses in the last few decades. Nowadays customers are
the most essential part for the existence of every firm in the world of business and it
seems quite obvious that firms can no longer be indifferent to their customers’
expectations and demands” (Hill, 2006). Customers are now the most important
component of any business’ success in the business world, and it becomes self-evident
that companies can no longer ignore their customers' expectations and needs, since their
expectations are what a product is for. “Customer satisfaction is considered as the
standard for performance and progress in every trading system. Furthermore, measuring
customer satisfaction encourages all staff in a system to customer satisfaction”
(Baradaran Kazemzadeh, 2005). It is important to know if the customers are satisfied
with the products or services a business is giving, since customers are needed to be
respected and provide their needs, one of the most fundamental concerns in the
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evaluation concept that many businesses seek. Their satisfaction will lead us to recognize
if the outcome of a product can give them satisfaction.
“Congruence of user need satisfaction in social media marketing can be achieved
by aligning the marketing content, process and goal with users’ needs of using social
media” (Kietzmann, Hermskens, McCarthy and Silvestre, 2011). As stated by Kietzmann,
Hermskens, McCarthy and Silvestre, a user's consistency in a product can be reached
through social media marketing by matching the marketing content, process and the
purpose with users’ goals for digital marketing. As noted by Gallup (2014), “To develop
their marketing strategy and design appropriate advertising appeals, it is critical that
marketers identify and understand the needs and motivations behind social media usage.
This enables marketers to communicate with their target audiences a personal,
meaningful level via social media. Unfortunately, the researchers still do not have a clear
understanding of users’ expectations and needs for social media services. Marketers must
discover and understand the demands and objectives behind the usage of social media in
order to establish their marketing strategy and design appropriate advertising appeals.
This allows the marketers to engage a relationship with their target audience on a more
personal and relevant level through social media. Although getting all this information,
they do not have a good understanding on what people want and need from social media
services.
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“Social media engagement is used interchangeably with terms like, engagement,
brand engagement and online engagement etc. in the marketing literature. Customers
engage in many kinds of behaviors on social media such as browsing, interacting,
information sharing and seeking what empowers them about products and services offers
that subsequently affects their level of brand knowledge/awareness” (Schultz and Peltier,
2013). Since social media is a new type of marketing, people tend to do a lot of browsing,
interacting, sharing information online and finding products that caught their attention
and business services may influence their brand skill. According to Dessart et al. (2015),
“customer’s engagement is of pragmatic relevance, but empirically it is still at a
developing stage. The growing use of social media by young customers and their
consistent interactions with the product and service brands raises an important question -
what factors motivate them to get engaged on social media.” These motivate the young
customers to engage on social media because of the frequent interaction and the product
and business services a brand is providing. This encourages the customers to look
forward to what the businesses can offer more for them, as well as if it will increase their
satisfaction and trust towards that brand.
Social media marketing gives a great impact to any business since contents online
tend to spread to audience quickly, gaining recognition from everyone that help them sell
their product faster. “The viral spread via customer views and shares plus the earned
media opportunities that spread views and shares are what make a difference in driving
visibility to reach mass audience” (Quesenberry, 2020). The strategy is the most effective
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method for business to our circumstance since during this pandemic, people are spending
most of their time online creating an opportunity for business owners to create content
about their business and letting it spread through peoples shares and view. This method
also affects consumer’s purchasing behaviors where they get swayed by people’s
influence in social media contents. “In ‘I want to buy’ moments, consumers are ready to
buy but may not know exactly what, how or from whom. These moments are about more
than promotions and sales messages” (Quesenberry, 2020). Social media marketing is
more than just promotion of the business owners but the review also of the buyers where
they post contents regarding to a specific product about their affordability and quality.
Social media marketing is not easy as it seems since not all business owners have
great influence through online, but steps can develop to have effective way of promoting
one’s business to other people in a quick phase, one of the steps are knowing the audience
where they consider ages, gender, and interest and start to match their preference for their
strategy becomes effective. Next is “setting social media engagement by encouraging
customers to engage with the business on any social media platform” (Bandyopadhyay,
2016) it is where business owners pick the most efficient platform for their business type.
Since not all business owners have experience with social media, steps are more effective
to make their strategy more successful where they have guide of what they should
consider.
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Social media marketing can be one of the most contributed to business’ success
without spending too much since most of them utilized budget-friendly method with
more efficiency for the product they sell. “You can grow as a page on social media
networks by simply being consistent and posting interesting and relatable content for
your audience. Once your social media marketing is strategized effectively, this would
help you increase the traffic on your profiles on these forums, which will eventually lead
them to your websites” (Henderson, 2020). For business owner, their main goal for using
social media marketing is to use social media platform where people spend their time
more to spread their business to gain recognition to the mass. This can also be an
opportunity to small business to grow and thrive since this method is the most least
expensive way to promote.
2.2 Local Literature
According to Te, Baltazar-Marte & Abrina (2018), social media marketing makes
specific social networking websites and relevant applications in promoting a company's
products and services. They stated that one of the most popular mediums of social media
marketing is Facebook. Marketers take advantage of the site's popularity among millions
of users who share ideas, photos, blogs, videos, and even advertisements every day. They
also added that companies create their own Facebook profile pages to post links to their
websites and other promotional pages. They even gave different social media sites like
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Twitter, YouTube, and LinkedIn similar to enable people to connect and express and
share content.
According to Cabotaje & Alampay (2013), the Philippines has two cases
documented and assed to examine online citizen engagement. And this is. First, they look
at how people participate in promoting tourism in the Philippines with the help of social
media. The second case includes the use of social media for disaster response. These two
cases and evaluating the aspects mentioned above assumed that social media would be
seen as a necessary part of e-governance, particularly on engaging citizens to engage in
local, national governance.
Social media influencers are individual creators with large followings who
produce unique content for various online platforms and monetize that content at least in
part through marketing partnerships with brands and advertisers. The brand sponsorship
of media content production achieved through social media influence is emerging as a
significant but ethically murky driver of the advertising industry's evolving global
investment in producing content for electronic media. (Shtern, Hill & Chan 2019)
analyses of the practices involved in social media influence are increasingly
consequential and generative to normative understandings of the emerging social media
entertainment industry (Craig & Cunningham, 2019) and social media platforms'
monetization strategies (Gillespie, 2010).
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All activities related to customer service are part of marketing. Customer-related
activities, includes face-to-face interaction, phone calls, and emails, or part of marketing.
Marketers utilize considerable resources to build positive relationships with their
customers and the public. Marketers determine the type of customers they want to attract,
the brand image they wish to project to the public, and how they can communicate the
benefits of their products to potential customers.
The primary importance of consumer buying behavior lies in knowing how
consumers behave, what preferences they need, demands, wants, necessities, and
lifestyles. For marketers, it is essential so they can comprehend the consumer's desires. It
helps to know what kind of product the consumer wants and increases the marketer's
revenue, segmentation, targeting, and forecasting. To make it released on the market, it is
necessary to determine what type of goods the customers want. With the help of
technology these days, marketers use social media as advertising and even a medium for
selling their services and products.
According to the Facebook Company, Facebook ads work because they are
relevant and accessible to create and measure their business. It can also build a long-term
relationship with its consumers to provide for their needs to improve their trust and their
benefits. Facebook advertising will increase their consumer attribution. It is the one
where several times they see your brand. Which the more they interact with the business,
the more they will convert.
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2.3 Foreign Studies
Social media covers a broad range of digital forums with an immense prevalence.
Examples include Facebook, Twitter, Instagram, LinkedIn, and many others. Marketers
use these sites to connect brands, their products, and customers for purposes of increasing
sales or even driving website traffic. According to Greenwood, Perrin, and Duggan
(2016), the number of daily active users of social media was 3.5 billion by 2015,
translating to nearly 45 percent of the world's population. Facebook is the largest social
media site with a market share of 68 percent (Greenwood, Perrin, & Duggan, 2016).
Demographically, the largest group of social media users include millennials (at 90.4
percent), generation X (at 77.5 percent), and then the baby boomers (at 48.02 percent)
(Greenwood, Perrin, & Duggan, 2016). The report further indicates that at least 73
percent of marketers believe social media marketing is beneficial for their businesses,
with more than 54 percent of customers using social platforms to reach products and
services.
The effect of social media on consumer's behavior includes a wide spectrum of
activities ranging from informing, sharing ideas and attitudes to acquire awareness and
understanding, and visualize post-purchase behavior without purchasing (Tatar and
Erdoğmuş, 2016). This leads businesses to be more interactive in marketing
communications and to find innovative applications to make products and brands more
affordable through online marketing efforts via social media communication channels.
These practices, which express social media marketing activities, include actions that
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encourage consumers to choose products and brands and that target marketing messages
to other consumers online.
A cross-cultural study by Hudson, Huang, Roth & Madden (2016) sought to
assess how social media interactions influence customer-brand relationship quality. The
findings of their research demonstrated that social media marketing impacts the quality of
relationships that people form with brands in online interactive settings. In this case,
social media offers a channel for the interaction and engagement of people with their
favorite brands and the formation of better connections with them. On the other hand,
those who do not interact with their favorite products and services through social
networking sites do not form any link with them. In this study, Hudson, Huang, Roth &
Madden (2016) demonstrated the significance of social media marketing in influencing
customer behavior by forming quality brand relationships.
Social media marketing offers the best opportunity for businesses to facilitate
brand loyalty and impact perceptions of their target audience. Maryanne Kyule (2017)
alludes that, on average, customers spend at least three hours a day on social media.
Successful brands take advantage of the popularity of social media to make their presence
useful to customers and also reward their loyalty.
According to Kyule (2017), the most known brands dominating the sector focus
on imprinting their products and services on the minds of customers for several years.
Brands that have more loyal customers have active social media profiles that they use in
interacting with their current and potential customers. Over the past years, the primary
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goal of marketers has been to develop and maintain loyal customers, and social media
marketing has offered them the chance to do so. Social media has been a useful and
effective tool in building brand recognition and businesses (Kyule, 2017). Organizations
have used the platform to teach the audience about the value of their products and
services and to increase their market reach and share. Hence, social media marketing
techniques have proven to be effective in reaching out to several segments in society and
developing brand loyalty.
Social media can be described as an online application program, platform, or mass
media tool that is able to facilitate communication, collaboration, or sharing information
among users in general and direct sales, customer gain, and customer retaining for a
business (Bilgin, 2018). Social media marketing is one of the marketing strategies used
by successful businesses in order to be part of the online consumers network (Elaydi,
2018). In addition, Karman (2017) revealed that digital word of mouth drives social
media marketing into the fast-growing marketing phenomenon.
Social media is an efficient marketing technique that has played a significant role
in improving brand awareness and dramatically impacting customer loyalty as well as
satisfaction. Businesses have further accomplished this by using social platforms to gain
insights into various markets. A defining feature of social sites is that customers spend
more time in the realm that sees an increasing rate of information sharing and
communication within such sites (Misbah & Asma, 2018). The implication of this to a
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typical business is that it needs to interact and be exposed more to these platforms
through engaging marketing content.
The primary motive marketers engage in social media is to gain a perspective on
customer activities. Prasath and Yoganathen's (2018) empirical study notes that people
log in to social media sites for three main reasons; entertainment, information, and social
elements. The research categorizes customer motivation into two categories, rational and
emotional. Rational motives are where customers participate in online communities to
share knowledge and advocate for certain beliefs, ideas, products, brands, concepts, and
others. Emotional reasons focus on the ability of a customer to self-express and connect
with other users on the internet. Customers use the internet, mostly social media, to
achieve their motivations, as pointed out above, which could be linked to reviews,
friends, or even businesses that support their decision-making mechanisms.
Social media marketing is the practice where marketers use social media
technologies, platforms, and software to connect with people and deliver their products
and services to stakeholders. Through a systematic review, Kapoor et al. (2018)
established that several marketers have adopted social media marketing for various
purposes. For instance, the private sector uses social media as a means of communicating
the existence of its products and services and as a promotion and selling tool (Jacobson,
Gruzd & Hernández-García, 2019). On the contrary, the public sector uses social media
to share information with potential customers and engage them with the firm (Gruzd et
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al., 2018). Hence, social media has been beneficial to marketers in enabling them to
promote and sell their products to customers.
Marketers use social media for various purposes. The first one is collecting data
about customers’ opinions as a way to learn their knowledge, insights, and patterns. At
the end of opinion mining, the marketers can attain specific set goals and gain a
competitive advantage in the market (Jacobson, Gruzd & Hernández-García, 2019). The
second role is advertising towards targeted customers, which has helped marketers in
communicating, and offering personalized messages and solutions to clients. According
to Cochrane (2018), personalized offers generate significant levels of return on
investment (ROI) and can boost sales beyond ten percent. Thus, social media marketing
is beneficial to marketers in collecting opinion data and targeted or personalized
advertising.
The role of social media in marketing is to serve as a means companies use to
reveal the brand identity and inform customers about products and services. Chivandi,
Samuel, and Muchie (2019) think of social media as a vehicle of marketing. As the
researchers further illustrate, social media is unique compared to the conventional modes
of marketing in many ways. For example, it gives character to a brand identity that
ensures companies engage in marketing activities that make connections with the lifestyle
and expectations of the customers online who may think of an organization as genuine to
buyers. In this way, it is more than a tool for informing customers about brands, products,
and services.
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Social media innovations have made it possible for brands to establish lasting
intimate relationships with their customers. YouTube, Facebook, and Instagram have
mainly been at the forefront in allowing vloggers and bloggers to share tips, secrets, and
reviews of their favorite brands to global audiences (Chivandi, Samuel, & Muchie, 2019).
YouTube acts as a platform for content providers to target specific markets with their
products and services. Marketers use influential figures on the platform to gain insights,
attract and retain more customers, and improve sales.
According to Zheltov E., & Shkoda M. (2019), marketing is one of the varieties of
the enterprise, whose main task is to study and meet the needs of consumers. It connects
the consumer with the manufacturer and makes it possible to create the necessary volume
of sales of goods and services to obtain the maximum possible profit.
According to Uzir M.U.H. et al., (2021), the rapid growth of online purchasing in
recent years has emphasized the accompanying role of home delivery service provided by
delivery personnel in ensuring customer satisfaction. On-time delivery, better service,
generating positive customer perceived value, and trust towards service providers are
influential factors that contribute to customer satisfaction.
Advertising on social media is widely practiced nowadays by both shoppers and
marketers’ side. Nowadays, people search for a particular brand on social media before
purchasing. According to the study entitled, "The Influence of Social Media Marketing
on Apparel Brands' Customers' Satisfaction: The Mediation of Perceived Value," the
marketing activities on social media significantly influence the customers' response
19
towards a specific brand in terms of loyalty, purchase intention, price premium
willingness, and customers' satisfaction. This study investigated the impact of social
media marketing activities on apparel brands' perceived value and Chinese customers'
satisfaction. Yongzhong, Y., Khan, Z., & Yu, Z. (2020) concluded that marketing
activities on social media highly influence Chinese customers' satisfaction. It is noted that
word-of-mouth (WoM), trendiness, and entertainment activities play a vital role in
positively affecting Chinese satisfaction towards a particular apparel brand compared to
interaction and customization.
In another study entitled, "Openness to Experience - A Moderator between Social
Commerce Success Factors and Customer Satisfaction Relationship: Facebook Brand
Page Platform," states that the marketing strategies via social media need to consider the
quality of information to satisfy customer needs and attract them to buy the products or
services. Moreover, the selection of the social media platform for social commerce
should emphasize the system's quality. It is important because customers will look at the
operation of the application itself whether it works properly to facilitate their shopping
online, especially on Facebook. Malik, Hairuddin, & Shuib (2018) concluded that system
quality affects satisfaction. Therefore, it could be simplified that Facebook applications
could increase social commerce user satisfaction through their high-level IQ and SysQ
even if they are low in openness to experience (OE) personality. Also, some innovations
from time to time by the Facebook application must be made to let people connect and
become a business platform.
20
According to a conducted online survey on 502 social media users of a study
entitled, "Understanding the Effect of Social Media Marketing Activities: The Mediation
of Social Identification, Perceived Value, and Satisfaction," the analytical results
indicates that social media marketing activities indirectly affect satisfaction through
social identification and perceived value. On the other hand, social identification and
perceived value directly affect satisfaction, influencing continuance intention,
participation intention, and purchase intention (Chen, SC. & Lin, CP., 2018).
According to another survey, most food outlets said they were highly satisfied
with their marketing coverage via social media channels and would continue using the
channel in the future. While 20% said, they were satisfied and need to improve their
usage in the future. Moreover, 8% said they felt it did not give them the required results.
None of the surveyed samples were dissatisfied with social media marketing (Deepika, R.
& Srinivasan, J., 2018).
The study entitled "The Role of Social Media Marketing Activities on Customer
Satisfaction" concludes that social media marketing activities greatly enhance customer
satisfaction. In particular, social media response time can have a substantial positive or
negative impact on consumer satisfaction; hence, businesses should strive to improve
their social media response time. In other words, despite the customers' goals, fast or
quick social media reaction time to customers' issues, complaints, or queries plays a vital
role in enhancing customer satisfaction. In addition to that, the customer satisfaction level
is also influenced by the language used in social media responses. It can impact customer
21
satisfaction in either a positive or negative way. The study findings revealed that using
good or excellent language when responding to customers' questions or orders will
positively enhance customer satisfaction. However, poor response language used in social
media platforms will negatively impact customer satisfaction levels. Moreover, regular
posting on social media platforms plays a significant role in enhancing customer
satisfaction. Regular posting will also help the customers keep up with the latest
products, brands, or services, and any discounts will ultimately improve customer
satisfaction (Danho, N., Tomeh, W., & Danho, D.,2020).
Marketers are increasingly aware that marketing content should focus on
commercial-oriented components in this digital age while also emphasizing
social-oriented aspects or interactions between sellers and buyers (Wibowo et al., 2020).
As long as the marketing content meets the standards outlined in the social media
marketing activity (SMMA) and customer experience (CX), using social media as a
medium for marketing is a great option. According to the 413 online questionnaire
surveys, the results show that SMMA and CX significantly influence customer
relationship quality, which also positively impacts customer behavioral outcomes.
Therefore, marketers have to think critically and creatively to establish great marketing
content that meets the personal preference of the target customer as it impacts the quality
of the relationship between customer and enterprise. Moreover, managing a good
customer–enterprise relationship is a necessary strategy to achieve the marketing
objective. Furthermore, three behavioral outcomes (purchase intention, loyalty intention,
22
and participation intention) would go positively with relationship quality, which was
previously structured by appropriate marketing content.
2.4 Local Studies
The three policy scenarios with interrelated social media marketing strategies that
have been examined are minimal effort, moving visuals, and collaborative strategies. The
minimal effort scenario increases counting metrics, comments, and Web traffic, while the
moving visuals scenario yields increases in reach, counting metrics, comments, and Web
traffic. Then finally, the collaborative strategies scenario enhances indicators on
awareness, the share of voice, counting metrics, comments, and lead. (Yamagishi, K., &
Ocampo L., 2021).
Social media platforms are a powerful medium to advertise products and used
recently for promoting places. This study aimed to assess the effects of social media in
tourism industry of Batangas province which shows that Facebook, Twitter, YouTube,
Blogs, and Websites are the most popular and most frequently used social media
platforms by individuals that can be used to disseminate the information faster especially
for the tourism establishments with lower cost but while using social media platforms
there are main problems that you will encounter like your customers’ opinions, thoughts
and expressions are not well presented that leads to bad impressions and unfair criticism
so you will need an action plan to address this issue. (Buted, R., & Gillespie, N., 2014).
23
In the Philippines, social media plays a big role in our lives. The people using
social media platforms are growing bigger every day. It can be used for creating and
sharing of information, ideas, career interests, and other forms of expression via virtual
communities and networks. Social media helps connect a user's profile to another
individual or group that can be used for promoting products through social media
platforms. Also, because social media has a big influence on our lives, like our personal
perspectives, that's why most people are encouraged to buy products that they have seen
on the internet. (Bascal, K., 2019).
Due to this pandemic, the Philippines still remains on top of the list when it comes
to social media. Filipinos have a recorded average of 10 hours and 56 minutes of internet
use per day (4 hours and 15 minutes of which are spent on social media). That’s four
hours more than the global average of 6 hours and 54 minutes. These stats suggest that
there are more sales opportunities for Filipino businesses, especially those that leverage
the digital marketing landscape in the Philippines. (Statista Research Department., 2021).
2.5 Theoretical Framework
Based on the related topics of this research, The Means-Ends Theory would be the
theoretical basis of this study.
The study of Borgardt (2020) provides a critical and systematic investigation of
the Mean-End Chain theory and contributes additional knowledge regarding the theory.
The Means-end Theory is based on the understanding of motivations that influenced
24
customers’ decision-making and behavior. The theory also includes the idea of
self-relevant values, when consumers experience a product, they care more about
self-relevant value where their satisfaction is more valued than the objective to feel more
appreciate the product purchased.
According to the study of Borgardt (2020), the researchers hypothesized the
connection of the customers’ relationship to product attributes (1) where the feature of
the product that attracts the customers, consequences (2) where it gives buyers
advantages from experiencing the product, and individual values (3) what the consumers
wants to achieve a certain state of satisfaction (Chin-Feng, Hsien-Tang, and Chen-Su,
2016). Consumers can use the three rubrics to grasp the important variables and their
personal importance while making decisions.
This theory will be a vital part for this study as this will be used as a basis and
guide for the questionnaires and surveys, we will conduct for the data gathering. This will
serve an important role for better understanding customers for better performance to
satisfy the majority of them.
2.6 Conceptual Framework
The graphical representation represents how the different platforms of social
media helps a business increase its customers and how various factors can affect the
customers’ service satisfaction when it comes to online shopping.
25
INDEPENDENT VARIABLE DEPENDENT VARIABLE
Figure 1: Conceptual Framework
Figure 1 shows the conceptual framework of the study. The independent variables
are social media marketing: Facebook, Instagram, Twitter, YouTube, and TikTok. These
types of social media can help a business increase its buyer since it promotes a product or
a brand. Social media can help companies to promote their products by just posting and
sharing them publicly. On the contrary, the dependent variable is the customer's level of
service satisfaction, such as Delivery, Quality, and Customer service. It focuses on
customers' feedbacks or satisfaction with the outcomes.
26
Chapter 3
RESEARCH METHODOLOGY
This chapter presents the setting of the study, research design, the respondents,
sampling procedures, the research instruments, data gathering procedure, and data
analysis.
3.1 Research Locale
This study was conducted at the University of the East in Caloocan Campus. This
place was selected since the respondents chosen are students of the university. This study
was conducted in Academic Year 2021-2022.
3.2 Data and their Sources
In this study, the data that came from the respondents have two types. The first
one would be the "Exposure of the respondents into Social Media Marketing," the
respondents are knowledgeable and have experience in using social media marketing. and
the second type would be the "Unexposed respondents into Social Media Marketing."
These are the respondents that never used any social media marketing. Researchers will
collect the data from the Grade 12 ABM students of the University of the East-Caloocan
using a survey.
27
3.3 Research Design
The researchers believe that the experimental research design is most appropriate
for this research. It is defined as a scientific quantitative approach to test hypotheses and
theories using control variables and is suitable for research whose goal is to examine
cause-effect relationships. Most importantly, experimental research is completed in a
controlled environment in which the researchers manipulate the variable to come to a
conclusion or finding, where one or more independent variables are manipulated and
applied to one or more dependent variables to measure their effect on the latter. The
effect of the independent variables on the dependent variables is usually observed and
recorded over some time, to aid researchers in drawing a reasonable conclusion regarding
the relationship between these 2 variable types.
An online survey questionnaire is administered to a selected sample from a
specific population. The online survey involved the administration of a questionnaire that
sought to obtain data on the sensory evaluation regarding the effects of social media
marketing on the level of service satisfaction of Grade 12 ABM students of University of
the East - Caloocan.
3.4 Population and Sample
The respondents of the study are the Grade 12 ABM students of the University of
the East - Caloocan, who have their active involvement in browsing social media sites
during the academic year 2021-2022. Based on the total number currently enrolled in the
28
University of the East - Caloocan of Grade 12 ABM students, there would be a
population of 204 students. Through the Slovin’s formula, the researchers were able to
𝑁
lessen the number of respondents to be surveyed. The Slovin’s formula (n = 2 ) with
1+𝑁𝑒
the population (N) of 204 students and a margin of error (e) of 5% was utilized to
determine the number of samples. As a result, the number of samples to be surveyed is
135 students. The researchers applied a sampling technique called Simple Random
Sampling to remain unbiased in the selection of samples from the population. It is a
sampling method where each element of the population has an equal chance to be
included in the sample.
3.5 Research Instruments
The researchers used online survey or online questionnaire to determine their
level of service satisfaction with online shopping purchases based on how social media
marketing promotes a product. Online survey is the most appropriate method to our
circumstances during this pandemic and to gather data faster with the researchers’ peers
with other students while completing the target number of respondents. The
questionnaires contain two main parts: Part 1 would be personal information about
respondents such as name, gender, sex, age and Part 2 contains the questions related to
their research such as their preferences, what social media that influence them the most,
and questions that are answerable with yes or no.
29
3.6 Data Gathering Procedure
This study investigates the curricula of a large number of students at ABM
University of the East - Caloocan, as we distinguish on how satisfied they are about
social media marketing. An online survey or online questionnaire, a systematic data
collection, will be used for data analysis.
1. Researchers will conduct an online survey about how social media marketing
helps a business promote a product.
2. The respondents will be contacted by the researchers through Messenger
application or emailing them through their UE accounts, the respondents gave their
responses in Google Forms that was used to create the survey-questionnaire.
3. The data will be clarified, which means that the significance of what is in the data
will be stated.
4. Lastly, theorization, it is the analysis of data that you begin to contribute to our
main source of information. The data was carefully and accurately analyzed by the
researchers.
3.7 Data Analysis
The Descriptive Analysis helps describe, show or summarize data points in a
constructive way such that patterns might emerge that fulfill every condition of the data.
It involves the use of frequency, percentage, mean, median, mode, and standard
deviation.
30
Frequency - a count of the number of times a particular score or value is found in
the data set.
Percentage - used to express a set of scores or values as a percentage of the
𝐹
whole. The formula for the Percentage is 𝑁
(100)
Mean - is a measure of central tendency that is also called "The Average" that
refers to the average score of as given set of values. In this case, the average
score of the participant's votes in the scale of the effects of the social media
marketing on the level of service satisfaction by the reviews of the students of
Grade 12 ABM when they are buying a product and how does the social media
∑𝑥𝑖
satisfy them by the advertisement products. The formula for the Mean is 𝑥‾ = 𝑛
Median - the numerical midpoint of the scores or values in a list or in the
distribution of scores (smallest to largest order). The formula for the Median is
( )
𝑛+1
2
Mode - the score or value that occurs most often.
2
∑(𝑥𝑖−𝑥‾)
Standard Deviation - 𝑠 = 𝑁−1
The assessment of the respondent from the online questionnaire were rated based on a
Four (4) Point Likert Scale.
31
Scale Limits Verbal Description
1 1.00 - 1.74 Very Unsatisfied
2 1.75 - 2.74 Unsatisfied
3 2.75 - 3.74 Satisfied
4 3.75 - 4.00 Very Satisfied
Z-Test - will be used to determine whether there are any statistically significant
differences between the means of the social media marketing on the level of service
satisfaction of Grade 12 ABM students of University of the East - Caloocan. The formula
𝑥−µ
for the Z-Test is 𝑧 = σ
𝑛
32
Chapter 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter discusses the analysis and interpretation of data gathered from the
questionnaire the researchers provided which was designed to assess the effect of social
media marketing on the level of service of Grade 12 ABM students of University of the
East - Caloocan.
Table 2
DISTRIBUTION OF STUDENT RESPONDENTS

BY SENIOR HIGH SCHOOL (ABM STRAND)
Senior High School Caloocan Campus
Population Number of Forms Retrieved
ABM 12-1 41 23
ABM 12-2 41 15
ABM 12-3 38 9
ABM 12-4 39 3
ABM 12-5 38 7
ABM 12-6 26 3
Total 223 60
Table 2 comprises the population of ABM students in University of the East –
Caloocan that has 6 sections with a total population of 223 students yet due to time
constraints, the pandemic and informed consent; there are only 60 surveys retrieved. The
33
section with the highest contribution is section 12-1 while the section with the least
contribution are section 12-4 and 12-6.
Problem Number 1 What are the most effective types of social media marketing?
Table 3
FREQUENCY AND PERCENTAGE DISTRIBUTION OF THE MOST EFFECTIVE

SOCIAL MEDIA PLATFORM WHEN IT COMES TO ADVERTISING OR
MARKETING THE PRODUCT
Facebook Instagram Twitter Youtube Tiktok
1.) Which 58 40 14 26 42
do you think (96.6%) (66.7%) (23.3%) (43.3%) (70%)
are your top
3 most
effective
social media
platforms
when it
comes to
advertising
or
marketing a
product?
Table 3 exhibits the frequency and percentage distribution of the most effective
social media platforms when it comes to advertising or marketing a product.
As shown in the table above, fifty-eight (58) or ninety-eight point six (96.6)
percent of ABM students claimed that Facebook is the most effective social media
platform when it comes to advertising. Forty (40) or sixty-six point seven (66.7) percent
34
of respondents preferred Instagram for advertising or marketing a product. There are
fourteen (14) or twenty-three point three (23.3) percent of respondents who chose Twitter
as the most effective type of social media marketing. While there are forty- two (42) or
seventy (70) percent of ABM students think that Facebook is the most effective social
media marketing.
According to the study of Papa Demba YORA (2022), The usage of Facebook as
a marketing tool is becoming more frequent.
These platforms are used for more than simply communication; they also help
advertise the business online. In many ways, Facebook appears to have "taken over the
world" in less than a decade. Social media has a tremendous impact on consumers at all
stages of the consumer-to-business relationship, whether gathering critical information or
using the media to express their discontent with purchased items or services.
Problem Number 2 What are the social media marketing that has a big influence on the
preferences of customers?
35
Table 4
FREQUENCY AND PERCENTAGE DISTRIBUTION OF THE MOST EFFECTIVE

AND PREFERRED TYPE OF SOCIAL MEDIA MARKETING OF THE
STUDENT-RESPONDENTS WHEN IT COMES TO ADVERTISING OR
MARKETING THE PRODUCT
Photo Ads Video Ads Stories Ads
1.) For you, what is 11 44 5

your preferred and (18%) (73%) (8%)
most effective type
of social media
marketing?
Table 4 exhibits the frequency and percentage distribution of the most effective
and preferred type of social media marketing.
As shown in the table above, eleven (11) or eighteen (18) percent of ABM
students preferred photo advertisements when promoting a product or service. There are
five (5) or eight (8) percent of respondents who prefer story advertisements when
promoting a product or service. While there are forty-four (44) or seventy-three (73)
percent of respondents who prefer and think that video advertisement is the most
effective type of social media marketing when it comes to promoting and choosing a
product or service.
Problem Number 3 What is the level of service satisfaction of customers in terms of :
36
A. Delivery
B. Quality
C. Customer Service
37
Table 5
CUSTOMERS’ LEVEL OF SERVICE SATISFACTION

IN TERMS TO DELIVERY
Indicators Mean Rating Standard Deviation Interpretation
1.) I feel positive 3.8 0.3786 Very Satisfied

when my order
arrived earlier than
the estimated
delivery period
2.) I feel impatient 3.3 0.2380 Very Satisfied

when my purchases
took too long to
arrive
3.) I don't pay 1.95 0.2321 Unsatisfied

attention to the
packaging of the
product during
shipping
4.) I prefer 2.95 0.2476 Satisfied

purchasing a
product that is
shipped from
domestic than
overseas since the
delivery period is
shorter
5.) I'm satisfied 3.9 0.4359 Very Satisfied

when my order is
delivered in a
presentable
condition
AVERAGE 3.18 0.7879 Satisfied

Legend:
38
1.00 - 1.74 Very Unsatisfied
1.75 - 2.49 Unsatisfied
2.50 - 3.24 Satisfied
3.25 - 4.99 Very Satisfied
As shown on the table of the customer's level of service satisfaction in terms of
delivery, question no. 1 obtained a mean rating of 3.8 which is “very satisfied” and a
0.3786 standard deviation. It can be observed that respondents are very satisfied and
positive when their order arrives earlier than the delivery period. For question no. 2, is
that it obtained a mean rating of 3.3 which is “very satisfied” and a 0.2380 standard
deviation. It can be observed that respondents feel very impatient when their order takes
too long to arrive. For question no. 3, is that it obtained a mean rating of 1.95 which is
“unsatisfied” and a 0.2321 standard deviation. It can be observed that respondents are
unsatisfied as they pay attention to the packaging of the product during shipping.
Question no. 4 obtained a mean rating of 2.95 which is “satisfied” and a 0.2476 standard
deviation. It can be observed that respondents are satisfied with purchasing a product that
is shipped from domestic rather than overseas since the delivery period is shorter. For
question no.5, is that it obtained a mean rating of 3.9 which is “very satisfied” and a
0.4359 standard deviation. It can be observed that respondents are very satisfied when
their order is delivered in a presentable condition.
39
Table 6
CUSTOMERS’ LEVEL OF SERVICE SATISFACTION

IN TERMS OF QUALITY
1.) I feel happy 3.9 0.4359 Very Satisfied

when the product
exactly meets or
exceeds my
expectation.
2.) I feel 3.63 0.3076 Very Satisfied

disappointed when
the product is not
exactly the same
from what I’ve seen
in the social media
marketing sites.
3.) I feel satisfied 3.9 0.4238 Very Satisfied

when the product
has no damage and
seems durable.
4.) I feel I made the 3.8 0.3786 Very Satisfied

right choice when
the product serves
its purpose and is
reasonable for its
price.
5.) I don’t consider 3.65 0.2121 Very Satisfied

the price when the
product has a good
quality.
AVERAGE 3.78 0.1309 Very Satisfied
Legend:
40
quality, question no. 1 obtained a mean rating of 3.9 which is “very satisfied” and a
0.4359 standard deviation. It can be observed that respondents are very satisfied and
happy when the product exactly meets or exceeds their expectations. For question no. 2,
is that it obtained a mean rating of 3.63 which is “very satisfied” and a 0.3076 standard
deviation. It can be observed that respondents feel very disappointed when the product is
not the same as what they have seen on social media marketing sites. For question no. 3,
is that it obtained a mean rating of 3.9 which is “very satisfied” and a 0.4238 standard
deviation. It can be observed that respondents are very satisfied when the product has no
damage and seems durable. For question no. 4, is that it obtained a mean rating of 3.8
which is “very satisfied” and a 0.3786 standard deviation. It can be observed that
respondents are very satisfied and confident when the product serves its purpose and is
reasonable for its price. For question no.5, is that it obtained a mean rating of 3.65 which
is “very satisfied” and a 0.2121 standard deviation. It can be observed that respondents
don't consider the price when the product has a good quality.
41
Table 7
CUSTOMER’S LEVEL OF SATISFACTION

IN TERMS OF CUSTOMER SERVICE
1.) I prefer having a

speed service when it 3.48 0.2448 Very Satisfied
comes to online
shopping
2.) It is easy to buy

when the seller is 3.66 0.3203 Very Satisfied
straightforward and
kind to the customer
3.) A responsive seller

should be operative 3.68 0.3239 Very Satisfied
when buying products
from them
4.) Whenever I am
satisfied with the 3.48 0.2644 Very Satisfied
service of a brand, it
can make me to
purchase frequently
5.) I usually like the

service when they treat 3.8 0.3786 Very Satisfied
the customer with
respect
AVERAGE 3.62 0.1386 Very Satisfied

Legend:
42
customer service, question no. 1 obtained a mean rating of 3.48 which is “very satisfied”
and a 0.2448 standard deviation. It can be observed that respondents are very satisfied
with having a speedy service when it comes to online shopping. For question no. 2, is that
it obtained a mean rating of 3.66 which is “very satisfied” and a 0.3203 standard
deviation. It can be observed that respondents are very satisfied that it is easy to buy
when the seller is straightforward and kind to the customer. For question no. 3, is that it
obtained a mean rating of 3.68 which is “very satisfied” and a 0.3239 standard deviation.
It can be observed that respondents are very satisfied that a responsive seller should be
operative when buying products from them. For question no. 4, is that it obtained a mean
rating of 3.48 which is “very satisfied” and a 0.2644 standard deviation. It can be
observed that respondents are very satisfied that whenever they are satisfied with the
service of a brand, it can lead them to purchase frequently. For question no.5, is that it
obtained a mean rating of 3.8 which is “very satisfied” and a 0.3786 standard deviation.
It can be observed that respondents are very satisfied with the service when they treat the
customer with respect.
43
HYPOTHESIS TESTING
1. 𝐻 : μ > µ0
0
2. 𝐻 : μ < µ0
α
µ is average score 𝑥 is sample mean

σ is standard deviation α is level of significance
n is population
Given: Formula:
µ = 52
𝑥−µ
σ=4 𝑧 = σ
n = 60
𝑛
𝑥 = 51
α = 0.05
If the Z-test is one tailed and α is 0.05 therefore ±1.65 for the rejection area
44
Figure 2: Hypothesis testing
51− 52
𝑧 = 4 = -1.92
60
Reject 𝐻 since -1.92 < 1.65, therefore social media marketing will improve the level of
0
service satisfaction of Grade 12 ABM students.
45
Chapter 5
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
This chapter includes the summary of findings that the researchers have analyzed,
conclusions, and recommendations that will help in the effects of social media marketing
on the level of service satisfaction of Grade 12 ABM students of University of the
East-Caloocan.
The findings of the study were presented in three parts according to the problems
of the study. Part one shows the most effective social media platforms when it comes to
advertising or marketing a product. While the second part describes the most effective and
preferred type of social media marketing when it comes to advertising or marketing the
product. The last part tests the level of service satisfaction of customers in terms of
delivery, quality, and customer service.
5.1 Summary of Findings
Problem Number 1
What are the most effective types of social media marketing?
The Grade 12 ABM Students of the University of the East-Caloocan claimed that
the three most effective social media platforms for marketing are “Facebook”, “TikTok”,
and “Instagram.”
46
Problem Number 2
What are the social media marketing that has a big influence on the preferences of
customers?
Most of the Grade 12 ABM students of the University of the East preferred the
most effective type of social media marketing is video advertisements. While some of
them voted and think that photo advertisements are more effective when promoting and
looking for a product. Only a few of the students preferred seeing products or services
promoted by story advertisements on different social media platforms.
Problem Number 3
What is the level of service satisfaction of customers in terms of :
A. Delivery
B. Quality
C. Customer Service
Based on the customer's level of service satisfaction in terms of delivery, first, the
Grade 12 ABM students are very satisfied and positive when their order arrives earlier
than the delivery period. Second, they feel very impatient when their order takes too long
to arrive. Third, they are unsatisfied as they pay attention to the packaging of the product
during shipping. Fourth, they are satisfied with purchasing a product that is shipped from
47
domestic rather than overseas since the delivery period is shorter. Lastly, they are very
satisfied when their order is delivered in a presentable condition.
Based on the customer's level of service satisfaction in terms of quality, first, the
Grade 12 ABM students are very satisfied and happy when the product exactly meets or
exceeds their expectations. Second, they feel very disappointed when the product is not
the same as what they have seen on social media marketing sites. Third, they are very
satisfied when the product has no damage and seems durable. Fourth, they are very
satisfied and confident when the product serves its purpose and is reasonable for its price.
Lastly, most of the Grade 12 ABM students who answered the survey questionnaire in
this research study are very satisfied that they don't consider the price when the product
has a good quality.
Based on the customer's level of service satisfaction in terms of customer service,
first, the Grade 12 ABM students are very satisfied that it is easy to buy when the seller is
straightforward and kind to the customer. Second, they are very satisfied that it is easy to
buy when the seller is straightforward and kind to the customer. Third, they are very
satisfied that a responsive seller should be operative when buying products from them.
Fourth, they are very satisfied that whenever they are satisfied with the service of a
brand, it can lead them to purchase frequently. Lastly, they are very satisfied with the
service when they treat the customer with respect.
48
5.2 Conclusions
Based on the research survey distributed for the Grade 12 ABM Students of the
University of the East-Caloocan. The most effective social media platform for marketing
products are “Facebook,” “TikTok,” and “Instagram.” These are the most practical and
helpful tools for online sellers when advertising the product. It is the platform that many
people use in their daily lives and the platform that help them to boost their product sales.
Based on the findings, the result for the most effective type of social media
marketing is a video advertisement. This is the most preferred type of advertisement for
most Grade 12 ABM students of the University of the East - Caloocan because it
promotes and markets the products clearly to the consumer. It can also increase the
sellers’ engagement on their digital and social channels and educate your consumers and
customers.
Based on the findings, the result for the level of service satisfaction in terms of
delivery of the Grade 12 ABM students of University of the East - Caloocan falls under
the satisfied with an average mean of 3.18. Therefore, it proves that it has a big impact on
the level of service satisfaction in terms of delivery of the Grade 12 ABM students of
University of the East - Caloocan when their order arrived earlier than the estimated
delivery period and is delivered in a presentable condition as they pay attention also to
the packaging of the product during shipping, and they more prefer purchasing a product
49
that is shipped from domestic than overseas since the delivery period is shorter.
Additionally, if their purchases took too long to arrive they feel impatient, thus, it also
affects the level of service satisfaction in terms of delivery of the Grade 12 ABM students
of University of the East - Caloocan.
quality of the Grade 12 ABM students of University of the East - Caloocan falls under the
very satisfied with an average mean of 3.78. Therefore, it proves that it has a big impact
on the level of service satisfaction in terms of quality of the Grade 12 ABM students of
University of the East - Caloocan when the product meets or exceeds their expectations
such as it has no damage, it serves its purpose and is reasonable for its price.
Additionally, if the delivered product was not exactly the same as what the customers
have seen on the social media marketing sites it also affects the level of service
satisfaction in terms of quality of the Grade 12 ABM students of University of the East -
Caloocan.
customer service of the Grade 12 ABM students of University of the East - Caloocan falls
under the very satisfied with an average mean of 3.62. Therefore, it proves that it has a
big impact on the level of service satisfaction in terms of customer service of the Grade
12 ABM students of University of the East - Caloocan to have a speedy service when it
comes to online shopping and when the seller is straightforward, kind, and treat the
50
customer with respect, and operative when buying products from them. Additionally, it
also affects the level of service satisfaction in terms of customer service of the Grade 12
ABM students of University of the East - Caloocan whenever they are satisfied with the
service of a brand, it can lead them to purchase frequently.
Based on the result of the hypothesis testing, the hypotheses the researchers’
proposed stated “Social media marketing will not improve the level of service satisfaction
of Grade 12 ABM students” are rejected because of how high both the average score and
the mean of the respondents are high ;this indicates that social media marketing do have
an effect to the level of service satisfaction of the said students.
5.3 Recommendations
In the light of the significant findings and conclusions of the study, the following
recommendations are hereby offered:
1. Online businesses should use the three most effective social media platforms such as
Facebook, TikTok, and Instagram to market their products and services.
Facebook is the most popular social network. Facebook’s tools cater to the business
that wants to form an authentic relationship with its audience. It allows marketers to
create and distribute quality content that’s helpful for users. And it allows sales and
customer services reps to connect with consumers interested in a brand.
Tiktok is one of the most popular social media channels. TikTok ads are another great
way to market your business on this platform. One of the benefits of TikTok ads is you
51
don’t have to spend a lot of time building an audience. You set up an ad campaign, and
you’ll be able to reach your target audience, often within 24 hours.
Instagram is a successful social media marketing tool because of its large, growing
user base. Marketing on this platform is absolutely worth it, and not only does this give
your brand an additional channel to use when interacting with your audience, but many
have also found success with direct purchases through the platform.
2. Video advertisements should be the top choice for the social media marketing of online
businesses as it has the biggest influence on the preferences of customers.
In 2020, 92% of marketers say that video is an important part of their marketing
strategy. As well as being entertaining, videos can form an important part of a consumer’s
decision-making process. However, in order to get a customer to convert after watching
a video, marketers need to ensure that they are meeting customers' expectations.
3. Delivery of the product to be offered is one of the factors that affect the customers’
level of satisfaction.
To increase the customers’ level of service satisfaction in terms of delivery, the
researcher advises that the delivery of the product should arrive earlier than the expected
time, and the order should be delivered in presentable condition without any damage and
delivered the item within a short period.
52
4. The product to be offered should be made with quality as it is one of the factors that
affect the customers’ level of service satisfaction.
To increase the customers’ level of service satisfaction in terms of quality, the
researchers suggest that the product should meet the expectation of the customers by
giving them the exact product they saw on the social media, the product must have no
damage and is durable, the product must serve its purpose, and its price must be
reasonable.
5. The service of a brand is one of the factors that affect the customers’ level of
satisfaction.
To increase the customers’ level of service satisfaction in terms of customer service,
the researchers advise that the sellers should perform excellent customer service and
always treat their customers with respect, and the sellers should have speedy and
operative service when it comes to online shopping.
53
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59
APPENDICES
Appendices 1
This study investigates the curricula of a large number of students at ABM
University of the East - Caloocan, as we distinguish on how satisfied they are about
social media marketing. An online survey or online questionnaire, a systematic data
collection, will be used for data analysis that consist of 2 important parts where the first
part distinguishes what is effective social media marketing and has the big impact based
on their preferences. Where the second part measures the respondent’s level of service
satisfaction in terms of: Delivery, quality, and customer service. This study discovered
that not only the student’s level of satisfaction is affected but also how the business can
improve themselves based on the customers’ preferences.
Appendices 2
SURVEY FORM FOR THE EFFECTS OF SOCIAL MEDIA MARKETING
Part I: Social Media Marketing
Read and answer the following question carefully.
1. Are you using social media platform?

Yes
no
1.1 (Answer this if your answer in question no.1 is No) If not, are you interested
in using any of the social media platforms in the future
Yes
60
No
1.2. (Answer this if your answer in Question no.1 is Yes) If yes, was social media
marketing has a big influence on your preferences and decisions before buying a
specific product?
Yes
No
2. Which of the following social media platforms do you currently have an account
with?
Facebook
Instagram
Twitter
Youtube
Tiktok
Others:_______
3. Among the choices below, which do you think are your Top 3 most effective
social media platforms when it comes to advertising or marketing a product?
Facebook
Instagram
Twitter
Youtube
Tiktok
Others:_______
4. For you, what is your preferred and most effective type of social media
marketing?
Photo Ads
Video Ads
Stories Ads
Part II: Customers' Level of Satisfaction
Read and choose the appropriate answer for the questions below.
A. Delivery
(1) (2) (3) (4)

Strongly Disagree Agree Strongly Agree
Disagree
61
1.) I feel 1 2 3 4
positive when
my order
arrived earlier
than the
estimated
delivery period
2.) I feel 1 2 3 4
impatient when
my purchases
took too long
to arrive
3.) I don't pay 1 2 3 4

attention to the
packaging of
the product
during shipping
4.) I prefer 1 2 3 4
purchasing a
product that is
shipped from
domestic than
overseas since
the delivery
period is
shorter
5.) I'm satisfied 1 2 3 4

when my order
is delivered in
a presentable
condition
B. Quality
(1) (2) (3) (4)

Disagree
62
1.) I feel happy 1 2 3 4
when the
product exactly
meets or
exceeds my
expectation.
2.) I feel 1 2 3 4
disappointed
when the
product is not
exactly the
same from
what I’ve seen
in the social
media
marketing
sites.
3.) I feel 1 2 3 4
satisfied when
the product has
no damage and
seems durable.
4.) I feel I 1 2 3 4
made the right
choice when
the product
serves its
purpose and is
reasonable for
its price.
5.) I don’t 1 2 3 4
consider the
price when the
product has a
good quality.
63
C. Customer Service
Indicators (1) (2) (3) (4)

Disagree
1.) I prefer having 1 2 3 4

a speed service
when it comes to
online shopping
2.) It is easy to 1 2 3 4
buy when the
seller is
straightforward
and kind to the
customer
3.) A responsive 1 2 3 4
seller should be
operative when
buying products
from them
4.) Whenever I am 1 2 3 4
satisfied with the
service of a brand,
it can make me to
purchase
frequently
5.) I usually like 1 2 3 4

the service when
they treat the
customer with
respect
64
TOTAL SCORES OF RESPONDENTS
Respondents Total score
1 40
2 53
3 53
4 55
5 52
6 53
7 45
8 47
9 53
10 52
11 56
12 50
13 46
14 52
15 57
16 49
17 49
18 54
19 47
20 42
21 54
65
22 53
23 55
24 45
25 48
26 55
27 54
28 50
29 53
30 44
31 54
32 47
33 47
34 54
35 53
36 55
37 49
38 52
39 51
40 54
41 53
42 55
43 53
44 50
66
45 53
46 52
47 55
48 54
49 55
50 54
51 48
52 54
53 52
54 53
55 56
56 54
57 45
58 52
59 57
60 60
67
CURRICULUM VITAE
Joanne Francesca C. Ignacio

20# Floredeliz st. Maripas subd. Paliwas, Obando
Bulacan
09164387477 | jfignacio15@gmail.com
ACADEMIC BACKGROUND
Senior High School University of the East - Caloocan
(2020-PRESENT) Samson Rd., Caloocan City
Recognition Academic Excellence Awardee
(2020 - present)
Junior High School Colegio De San Pascual Baylon

(2016-2020) Pag-Asa, Obando Bulacan
Grade School Colegio De San Pascual Baylon

(2010-2016) Pag-Asa, Obando Bulacan
Recognition/s Academic Excellence Awardee
(2012-2013)
AFFILIATION
(2018 - 2019) MATHSCIAP President
Colegio De San Pascual Baylon
Pag-Asa, Obando Bulacan
(2015 - 2020) Book Lovers Club Club Member

Colegio De San Pascual Baylon
Pag-Asa, Obando Bulacan
68
PERSONAL INFORMATION
Age 17
Birthday May 15, 2004
Religion Catholic
Mother’s Name Kristine Joy C. Ignacio
Occupation Housewife
Father’s Name Jonathan R. Ignacio
Occupation None
SKILLS AND QUALIFICATIONS

● Computer literate
● Have the ability to work well under pressure
● Good in decision making
● Attentive to details
69
2430 D1 Sandem Homes M De Los Reyes St. Gen T De
Leon St., Valenzuela City
09999531248 | jazzyjoyzjandumon03@gmail.com
ACADEMIC BACKGROUND
(2021 - 2022)
Junior High School New Prodon Academy of

Valenzuela City
(2016-2020) 2428 M De Los Reyes St. Gen T.
De Leon St. Valenzuela City
Recognition/s Loyalty Award (2016-2020)
Grade School New Prodon Academy of

Valenzuela City
(2007-2016) 2428 M De Los Reyes St. Gen T.
De Leon St. Valenzuela City
Recognition/s Loyalty Award
(2013-2014)
AFFILIATION
(2020 - 2021) Music Warriors’ Club Club Member
University of the East - Caloocan
109 Samson Rd., Caloocan City
(2021 - 2022) Tourism Management Club Member

70
Age 18
Birthday October 20, 2003
Religion Roman Catholic
Mother’s Name Girlie Cunanan Jandumon
Father’s Name Nommer P. Jandumon
Occupation District Supervisor

● Communication skills
● Computer fundamental skill
● Time management
71
399 Labanos St. Tumana, Sta. Maria, Bulacan
09190954640 | hannahsherine.juan@gmail.com
ACADEMIC BACKGROUND
(2020 - present)
Junior High School St. Paul College of Bocaue

(2016-2020) Bocaue, Bulacan
Recognition/s Perfect Attendance
(2019-2020)
Grade School Smarties Academy of

Sta. Maria Bulacan
(2010-2016) Sta. Maria, Bulacan
(2010-2016)
AFFILIATION
(2016 - 2017) Paulinian Prism Club Member
St. Paul College of Bocaue
Bocaue, Bulacan
(2017 - 2018) Sadiwa Club Club Member

Bocaue, Bulacan
(2018 - 2020) Food Masters Club Club Member

Bocaue, Bulacan
72
(2020 - present) Music Warriors’ Club Club Member
Age 17
Birthday August 29, 2004
Mother’s Name Analiza M. Juan
Father’s Name Zernan R. Juan
Occupation Employee

● Capable to pass a task on time and with quality
● Computer literate and knowledgeable in Microsoft Office
● Friendly and cooperative to work with others
● Capable of accomplishing her duties and responsibilities
73
Joshua Rhei J. Liao
39 Zamboanga Street Brgy. Nayong Kanluran Quezon
City
09498245847 | joshualiao1211@gmail.com
ACADEMIC BACKGROUND
(2021 - 2022)
Junior High School St. Claire School Basic Education

(2016-2020) 26 Masbate, Quezon City
Recognition/s Perfect Attendance (2016-2020)
Academic Excellence (2017-2020)
Best Cadet of the Year (2019-2020)
3rd Place Quiz Bee (2019-2020)
Grade School St. Claire School Basic Education

(2013-2016) 26 Masbate, Quezon City
(2013-2014)
AFFILIATION
(2013 - 2016) Mathinik President
St. Claire School Basic Education
26 Masbate, Quezon City
(2016 - 2017) Basketball Club Vice-Captain

74
(2017 - 2020) History Club President
(2019 - 2020) Citizenship Advancement Training

S2 Intelligence
Age 18
Birthday December 11, 2003
Mother’s Name Regina J. Liao
Father’s Name Joel Z. Liao
Occupation Employee at Basic Corps

● Time management
● Active listening
● Computer skills
75
Menchie P. Marquez
#13 Eulogia Drive Brgy. Apolonio Samson, Quezon City
09423392092 | menchiemarquez1@gmail.com
ACADEMIC BACKGROUND
(2020 - present)
Junior High School San Francisco High School

(2016-2020) Misamis St., Brgy. Santo Cristo,
Quezon City
Recognition/s With Honors
(2016-2020)
Grade School San Francisco High School

(2010-2016) Misamis St., Brgy. Santo Cristo,
Quezon City
Recognition/s With Honors
(2010-2016)
AFFILIATION
(2016 - 2020) Media Arts Club Club Member
San Francisco High School
Misamis St., Brgy. Santo Cristo,
Quezon City

Samson Rd., Caloocan City
76
Age 17
Birthday May 16, 2004
Religion Catholic
Mother’s Name Cherry P. Marquez
Father’s Name Alberto V. Marquez
Occupation Factory Worker

● Leadership experience
● Collaboration talent
● Accounting or bookkeeping
● Flexible and always open to learn
77
Maria Frances A. Clare Pilongo
11 Upper Northern Hills, Malhacan, Meycauyan
Bulacan City
09450784043 | mafrancesclarepilongo@gmail.com
ACADEMIC BACKGROUND
(2020 - PRESENT) Samson Rd., Caloocan City
Recognition Academic Award
(2021 - 2022)
Junior High School Franciscan Angel School of Pasig

(2016 - 2017) 414 Villa Rosario San Agustin St.
Palatiw, Pasig City
(2018 - 2020) University of the East - Caloocan
Recognition Radio Broadcasting
(2019)
Academic Award
(2018 - 2019)
Grade School Arellano University –

Andres Bonifacio Campus
(2010-2016) Pag-asa St. Caniogan, Pasig City
AFFILIATION
(2020 - present) Photography Club Club Member
(2019 - 2020) Calligraphy Club Club Member

78
(2018 - 2019) Book Lover’s Club Club Member
Age 18
Religion Catholic
Mother’s Name Jennifer A. Pilongo
Occupation Company Nurse
Father’s Name Enrico M. Pilongo
Occupation Professor

● Active listener when a person has a problem whether it’s personal or not.
● A Critical thinker when analyzing problems.
● Able to perform a such certain tasks given by the groupmates or teachers.
● Has an ability to manage the time schedule every week.
79
Blk 5 Lot 3A Pearl St. Interville 1 Subd. Barangay 164
Caloocan City
09992237682 | jayciemaeq@gmail.com
ACADEMIC BACKGROUND
(2020 - present)
Junior High School Tandang Sora National High School

(2016-2020) 4 Don Jose St. Tandang Sora,
Quezon City
(2016-2020)
Grade School Placido del Mundo

Elementary School
(2014-2016) 1116 Quirino Hwy, Novaliches,
Quezon City
(2015-2016)
Blessed Sacrament Catholic School

(2010-2014) 1100 J.P. Ramoy, Novaliches,
Quezon City
(2013-2014)
80
AFFILIATION
(2019 - 2020) SamaFil Club Club Member
Tandang Sora National High School
4 Don Jose St, Tandang Sora, Quezon
City
(2020 - present) Music Warriors’ Club Club Member

Age 17
Mother’s Name Reena Joyce M. Quepic
Occupation Baker/Online Food business
Father’s Name Jay-r C. Quepic
Occupation Sales Representative

● Capable to pass a task on time and with quality
● Organizational skill
● Fast learner and attention to details
● Team-oriented and dependable
81
Aimee Gabrielle M. Robleado
Blk 35 Lot 3 Phase 1 Advocacy St. Brgy. Loma De Gato

Heritage Homes Marilao, Bulacan 3019
09086437565 | aimeerobleado@gmail.com
ACADEMIC BACKGROUND
Junior High School St. Mary’s Academy Sto. Nino

(2016-2020) Sto. Nino Meycauyan, Bulacan
Recognition Active Member of Sports Club
(2016 - 2017)
Service Award
(2016 - 2017)
Deportment Award
(2017 - 2018)
Active Member of Home Tech
Society
(2019 - 2020)
Best Supporting Actress
(2019 - 2020)
Grade School St. Mary’s Academy Sto. Nino

(2010-2016) Sto. Nino Meycauyan, Bulacan
Recongnition Best Book Borrower
(2015 - 2016)
AFFILIATION
(2016 - 2017) Sports Club Club President
St. Mary’s Academy Sto. Nino
Sto. Nino Meycauyan, Bulacan
82
(2017 - 2020) Home Tech Society Club Member
St. Mary’s Academy Sto. Nino
Sto. Nino Meycauyan, Bulacan

Age: 18
Birthday October 14, 2003
Religion Catholic
Mother’s Name Oliva Robleado
Occupation Senior Accountant
Father’s Name Rolando Robleado
Occupation Business Man/ Trycicle Operator

● Ability to work and communicate well in a team environment
● Goal-oriented and ability to handle multiple tasks
● Knowledgeable of basic operating systems like Microsoft Word, PowerPoint, and
Microsoft Excel
● Can perform e-mails, scan, photocopying, and print
83
Rheyanne Marie A. Saranilla
171 Salazar St., Parada, Valenzuela
09217449728 | rheyannesarani@gmail.com
ACADEMIC BACKGROUND
(2020 - present)
Junior High School Saint Mary's Angel College of

(2016-2020) Valenzuela
P. Gomez St., Fortune Village 7,
Parada, 1442 Valenzuela
Grade School Saint Mary's Angel College of

(2010-2016) Valenzuela
(2010-2013)
AFFILIATION
(2013 - 2014) Robotics Club Club Member
Saint Mary's Angel College of
Valenzuela
(2014 - 2016) Journalist Club Club Member

Valenzuela
84
(2018 - 2020) Science Club Club Member

Valenzuela
Age 17
Religion Catholic
Mother’s Name Marie Cris A. Saranilla
Occupation Employee
Father’s Name Reynaldo De Guzman Saranilla
Occupation OFW

● Leadership skills
● Fast learner and willingness to learn
● Dependable
● Management skills
85
CONSENT FORM
UNIVERSITY OF THE EAST

105 Samson Road, Caloocan City
Informed Consent
Please read this consent document carefully before you decide to participate in this
study. The researcher will answer any questions before you sign this form.
Title of the Study: The Effects of Social Media Marketing on the Level of Service
Satisfaction of Grade 12 ABM Students of University of the East - Caloocan
Purpose of the Study:

service satisfaction of Grade 12 ABM students of University of the East -
Caloocan during the school year 2021-2022. The respondents will be contacted by
the researchers through Messenger application or emailing them through their UE
accounts.
Procedures:
The researchers will reach out to the respondents through Messenger applications
or email them through their UE accounts, the respondents will give their
responses through the Google Forms we’ve provided. We would give them
allotted time of one day to answer the google form, we would also ask the
participants for their name or email provided by the school and signature for their
consent pertaining they answer the survey volunteeringly.
Potential Benefits of Participating:

The respondents of this study will gain knowledge through this survey regarding
how big of an impact marketing is and how influential social media can get to
consumers of online shopping that can affect their satisfaction.
Confidentiality:
86
We assure that the respondent's identity will be kept confidential and we assure
that the data collected will also remain confidential and only be used for academic
purposes. When the study is complete and the data has been analyzed, every
information about the respondents will be deleted immediately
Voluntary participation:
Your participation in this study is completely voluntary. There is no penalty for
not participating. You may also refuse to answer any of the questions we ask you.
Whom to contact if you have questions about the study:

● Ignacio: ignacio.joannefrancesca@ue.edu.ph
● Jandumon: jandumon.jazzyjoyz@ue.edu.ph
● Juan: juan.hannahsherine@ue.edu.ph
● Liao: liao.joshuarhei@ue.edu.ph
● Marquez: marquez.menchie@ue.edu.ph
● Pilongo: pilongo.mafrancesclare@ue.edu.ph
● Quepic: quepic.jayciemae@ue.edu.ph
● Robleado: robleado.aimeegabrielle@ue.edu.ph
● Saranilla: saranilla.rheyannemarie@ue.edu.ph
Whom to contact about your rights as a research participant in the study:

Dr. Lisa Steelman, IRB Chairperson
150 West University Bivd.
Melbourne. FL 32901
Email: Phone:
Agreement:
I have read the procedure described above. I voluntarily agree to participate in
the procedure and I have received a copy of this description.
Participant: ABM Students Date: April 2022

Researcher : ABM 12-1, Group 5: Ignacio, Jandumon, Juan, Liao, Marquez,
Pilongo, Quepic, Robleado, Saranilla Date: April 2022
87
Research Ethics Committee:
MS. BRICILDA B. GUEVARRA MS. HONORATA YANEZA-A
PARTICIPANTS’ SIGNATURES:
88
89
REQUEST LETTER
University of the East-Caloocan

SENIOR HIGH SCHOOL
DEPARTMENT
December 6, 2021
MS. MARILOU ALONZO

Principal
THRU: MS. JOSIE DELA CRUZ

Senior High School Coordinator
Madam:
Greetings!
We, the researchers from ABM 12-1, are presently conducting a research entitled THE
EFFECTS OF SOCIAL MEDIA MARKETING ON THE LEVEL OF SERVICE
SATISFACTION OF GRADE 12 ABM STUDENTS OF UNIVERSITY OF THE
EAST - CALOOCAN in partial fulfillment of the requirements in Practical Research 2 in
University of the East-Caloocan.
In the collection of our data, we would like to request permission to field

questionnaires and conduct our survey among Grade 12 ABM strand of University of the East -
Caloocan. This will enable us to gather data that will be needed for our research.
We are hoping for your kind consideration and approval.
90
Sincerely yours,
Joanne Francesca C.
Ignacio
Joshua Rhei J. Liao
Menchie P. Marquez
Ma. Frances Clare A.

Pilongo
91
Aimee Gabrielle M.
Robleado
Rheyanne Marie A.
Saranilla
92

Hre 122 - Abm 12-1 - Group 5

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University of the East

THE EFFECTS OF SOCIAL MEDIA MARKETING ON THE LEVEL OF

A Research paper presented to

Joanne Francesca C. Ignacio

Mrs. Bricilda B. Guevarra, LPT

This research thesis paper entitled THE EFFECTS OF SOCIAL MEDIA

MARKETING ON THE LEVEL OF SERVICE SATISFACTION OF GRADE 12

ABM STUDENTS OF UNIVERSITY OF THE EAST - CALOOCAN were prepared

and submitted by IGNACIO, JOANNE FRANCESCA C., JANDUMON, JAZZY JOYZ

AIMEE GABRIELLE M., SARANILLA, RHEYANNE MARIE A. in partial fulfilment

of the requirements in Practical Research 2 is hereby recommended for oral

Practical Research 2 Professor

continuously supporting them financially and emotionally and encouraging them

throughout the process.

overall completion of the research project.

inspiration to persist throughout the entire process of the research.

following persons for playing an important in the completion of this research:

accomplishing the different chapters of this research.

social media marketing strategy could be an opportunity to foster a unique, notable, or

generation, businesses have refocused their organizational structure specifically on

marketing. Customers should be segmented into groups based on their preferences, to

increase sales is customer satisfaction because satisfaction leads to customer loyalty.

service satisfaction of Grade 12 ABM students of University of the East - Caloocan

marketing outside the campus.

this research study. An online survey questionnaire is administered to a selected sample

very satisfied with an average mean of 3.62.

Chapter 1 - The Problem and its Background

List of Tables and Figures

well as the significance and limitations.

sharing of information, experiences, and viewpoints through community-oriented

websites, is becoming increasingly important. Individuals' geographical barriers are

all across the world.

effective strategy in 2018 was social media marketing.

customer relationship management and product innovation. However, applying social

a new communication platform without a long history.

social media marketing strategy could be an opportunity to foster a unique, notable, or

even hilarious brand voice.

have refocused their organizational structure specifically on marketing. Customers should

satisfaction because satisfaction leads to customer loyalty.

Moreover, detailed effects of companies’ social media marketing activities on

1.3 Statement of the Problem

service satisfaction of Grade 12 ABM students of University of the East - Caloocan

during the school year 2021-2022.

It seeks to answer the following questions:

1. What are the most effective types of social media marketing?

1.4 Hypothesis of the study

Grade 12 ABM students.

1.5 Scope and Delimitations

about their experience with the social media marketing platforms.

respondents of 135 students to be surveyed will be limited only to 60 students.

1.6 Significance of the Study

provide knowledge of the topic for the following beneficiaries:

for greater profit.

best product in the market with the use of social media.

consumers of online shopping.

about this type of topics.

REVIEW OF RELATED LITERATURE

conceptual framework to fully understand the research. Furthermore, the information in

2.1 Foreign Literature

“Customer's satisfaction has undoubtedly been one of the main strategic

expectations are what a product is for. “Customer satisfaction is considered as the

customer satisfaction encourages all staff in a system to customer satisfaction”