MCA MONTESSORI SCHOOL

IMPULSIVE DECISION OF ABM STUDENTS TO THEIR ACADEMIC

PERFORMANCE

A Research Paper Presented to the

Faculty of Senior High School of
MCA Montessori School

In partial fulfillment of the Requirements for the Subject

Inquiries, Investigation, and Immersion

by

Ms. Rosalinda Butawan

November 2022

CHAPTER I
INTRODUCTION
1.1 Background of the Study

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A social media advertisement is a type of marketing that takes place on the

internet such as Facebook, TikTok, Instagram, ads etc. Social Media advertisement
or Marketing is popular not only in the Philippines but is also considered one of the
most powerful types of marketing a business can use in the whole world. As the
growth of social media expanded, business owners began to utilize it to fully
advertise their products to a broader audience. And since consumers usually look up
to influencers for recommendations of a particular product, bloggers have become
one of the most significant factors that help enterprises promote their products.
Internet users nowadays spend more time online. Social media influences
consumer purchasing decisions. Social media influences marketing performance
since it helps you to reach a large audience. Social media platforms can help you to
interact with your buyers. Social media advertising is a type of digital marketing that
utilizes social networks such as Facebook, Twitter, and Instagram to deliver paid ads
to your target audience. Social media ads are a quick and effective way to connect
with your consumers and boost your marketing campaigns.
Globalization as described by Hill (2009) is the shift towards a more
integrated and interdependent world economy thereby merging historically distinct
and separate national markets into one huge global marketplace. The Economic
Intelligence Unit (2009) reported that during the recession which commenced in
2007, the global marketplace was affected by changes in exchange rates, inflation,
and consumer purchasing behavior. These changes in the economy forced
organizations to remodel business strategies to communicate their brands more
effectively. Davis (2001) writes that one of an organization’s most valuable assets is
its brand and the modern organization needs to realize that capitalizing on its brand
is important as it can help achieve growth, profitability objectives, and sustainability.
Brands can be built utilizing advertising, meeting customer-specific needs,
associating a specific type of image to a product, identifying and closing a gap that
competitors have not identified, and aggressive communication and pricing strategies
(Burger, 2009). As recessions are times of high anxiety, it was important for
organizations to keep honest, open channels of communication and maintain a good
reputation in the most cost-effective way (Economic Intelligence Unit, 2009). One of
the most popular means of communicating brands during the recession was through
social media marketing; online or electronic media which facilitates participation,
openness, conversation, community, and connectivity amongst online users
(Mayfield, 2008). The social media such as Facebook, Twitter and Youtube are
dynamic tools that facilitate online relationships (Golden, 2011). It is a relatively
low-cost form of marketing and allows organizations to engage in direct and end-
user contact (Kaplan and Haenlein, 2010). Given the choices made available to
consumers and the influential role of social media marketing, the brands and
consumers have a changing role to play in the organization’s strategy in that they
now have an economic impact (Lindermann, 2004; Mayfield, 2008). Brands

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influence customer choice. Customers influence other customers. These chains of

events affect repurchases, which further affect future earnings and long-term
organizational sustainability (Oliveira and Sullivan, 2003). A leading brand thus
influences consumers’ buying behavior and creates value by generating demand
(through repurchases) and securing future earnings for the business (Oliveira and
Sullivan, 2003). Therefore social media marketing represents communication
opportunities and requires new and unconventional thinking (Kaplan and Haenlein,
2010; Kweskin, 2007) to ensure that consumers experience brand orientation and
product orientation (Xiaofen and Yiling, 2009). This new social engagement and
digital communication era are paramount to business strategy. As organizations
become more globally competitive marketing strategy needs to explore more
innovative and compelling avenues to attract larger pools of customers (Rockendorf,
2011).

1.2 Statement of the problem

1.2.1 Demographic
1.2.1.1 Strand
1.2.1.2 Sex
1.2.3 Mode of Payment
1.3.1.1 E-Money
1.3.1.2 Cash-On-Delivery
1.2.4 Social Media Platforms:
1.2.4.1 Facebook (Marketplace)
1.2.4.2 Instagram
1.2.4.3 TikTok
1.2.4.4 Shopee
1.2.4.5 Lazada
1.2.5 How do Social Media Advertisements affects the students in buying products?
1.2.6 How do Social Media platforms assist students in Grade 12 to buy products?
1.2.7 What are the factors that encourage/discourage Grade 12 students to buy
products?
1.2.7.1. FEEDBACK
1.2.8 What is the relationship between Social Media Advertisements and outdoor
advertisements for students that shed success on them?

1.3 Definition of terms

Social media advertisement - is a type of digital marketing that utilizes social
networks to deliver paid ads to your target.
Marketing - promoting and selling products or services.

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Enterprises - a business or company

Social Media- websites and applications that enable users to create and share content
or to participate in social networking.
Advertisement- a public communication that promotes products, brands, services,
and events. Engagement- something that engages, the act of engaging.
Respondent- a person who replies to something, especially one supplying
information for a survey or questionnaire or responding to an advertisement.
Broad- covering a large number and hiding the scope of subjects or areas.
Influencer- a person or thing that influences another.
Mental state- a state of mind of a person.

1.4 Objectives of the Study

This study determines to assess the marketing of the products influenced by
modern advertisements, assess its engagement with brands on social media
platforms, and assess the increase of their knowledge about brands’ specifications,
performance, capabilities, and price.
(1) to examine the specific factors that encourage/discourage students from
buying products online.
(2) to identify important trends among online shops
(3) to analyze its effectiveness towards the new modern way of buying
products.

1.5 Hypothesis
Social Media Marketing is not just measured by the size of a company’s
follower base, but rather by how the followers communicate with a company, how
they share the company’s content, how they recommend a company to their friends,
and how many followers and fans a company gain and how many fans can keep and
lot more.

(1) Influence of social media advertisements on students

(2) Effectiveness of social media toward assistance.

1.6 Significance of the Study

Social Media is the social interaction among people in which they create,
share or exchange information and ideas in virtual communities and networks. This
study will determine the impact of social media advertisements on buying products
for Grade 12 students at MCA Montessori School. The findings of this study will
play a vital role in the following:
Students
The respondents of the study of this research. The result of the study will be known
through them.
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Parents
This study will find out if the money that parents give to their children goes to buy
food or is used up to buy something online
Future researchers
This study will serve as their reference for their future papers. It will also serve as
their guide to conducting their study and to be more knowledgeable about the topic.

1.7 Conceptual Framework

INPUT PROCESS OUTPUT
Profile of student
respondents according 1) Data collection
into: of students’
1) Demographic profile. The Impact of
2) Social Media
1.1 Strand 2) Administering Social Media
Platforms:
1.1.1 Abm questionnaires. Advertisements to
2.1 Facebook
1.1.2 Humss 3) Organization of Grade 12 students
(Marketplace)
1.1.3 He student’s of MCA
2.2 Instagram
1.1.4 Gas responses. Montessori
2.31.1.5
TikTok
Ict 4) Statistical School
2.4
1.2Shopee
Sex analysis of data.
2.51.2.1
Lazada
Female
3) How do1.2.2 Social Media
Male
Advertisements
1.3 Mode affects
of
the students
Payment in buying
products?
1.3.1 E-Money
4) How do1.3.2 Social Media
Cash-On-
platforms assist
Delivery students
in Grade 12 to buy
products?
5) What are the factors
that
encourage/discourage
Grade 12 students to buy
products?
5.1 FEEDBACK
6) What is the
relationship between
Social Media
Advertisements and
outdoor advertisements
for students that shed
success to them?
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1.8 Theoretical Framework

The analysis of advertisements has become one of the major concerns in
advertising research. It is vital to evaluate how advertisements on a popular new
form known as “social media” impact buyer behavior because of the growing interest
in these ads.

Advertising is a tool of communication but mostly a marketing tool.

Subject to many theories and explanations. Its contents performed functions but are
not yet defined in general. The present article focuses on the analysis of
advertisements seen as a general scheme of marketing it's the process of
communication is closely linked to the concept of attitude. Most theories of
advertising have explored the connection between persuasion and attitude,
identifying possible responses that the receiver can give to advertising information.
The following lines develop these two important aspects associated with advertising
theory, even if they are not the only issues that are debated in the literature.

The path to social media marketing is now well-paved: according to a

July 2009 Anderson Analytics report, social networks and social media websites like
Facebook, Myspace, and Twitter are used by 60% of Internet users. Written by the
bestselling author of Social Media Marketing: An Hour a Day in collaboration with
Jake McKee, Social Media Marketing: The Next Generation of Business
Engagement takes marketers, product managers, small business owners, senior
executives, and organizational leaders on to the next step in social technology and its
application in business. Collaboration and innovation, driven by social technology,
are "what's next." Specifically, this book demonstrates how to successfully use a
variety of technologies, how to guarantee higher levels of consumer involvement,
how to build on the knowledge gained and the data gathered from first-generation
social media marketing activities, and how to apply this throughout your company.

1.9 Scope and Limitations

This study focuses on finding out the impact of social media

advertisements on buying products for grade 12 students in MCA MONTESSORI
SCHOOL, which shows the overspending or propensity to buy online by Grade 12
students. The data collection will be conducted on 20 randomly selected Grade 12
students per strand of MCA MONTESSORI SCHOOL year 2022-2023 who will

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represent the population. These results indicate that social media advertisements
significantly impact both purchase intention and brand loyalty. It also shows that the
purchase intention of customers affects brand loyalty. These findings offer new
insights for both managerial and research implications. Similar research can also be
conducted considering other aspects of product quality. Future researchers can focus
on each of the digital Shopee, Lazada, Instagram, and so on and suggest the most
effective channel to influence consumers.

CHAPTER II
REVIEW-RELATED LITERATURE
This chapter includes the ideas, finished studies, generalizations or conclusions,
methodologies, and others. Those that were included in this chapter helped
familiarize information that is relevant and similar to the present.

RELATED REVIEW
LOCAL
According to Tria Geraldine E.(2009), Communication is defined as the sharing of
messages which could be expressed in a form of verbal expression. The main
objective is to establish the degree of understanding between the sender and the
receiver. There is content or informational value to the message sent and received
that explains what the message is about and expresses how the sender regards the
receiver. Communication becomes dysfunctional when a person does not assume
responsibility for this communication. Dysfunctional communication results from
failing to learn to communicate properly and leaving the responsibility for the
communication to others.

“Social Psychology has been defined as a scientific study on how the thought,
feeling, and behaviour of an individual is influenced by the actual, imagined or
implied presence of the others “ as stated by Apruebo, Roxel A. (2006).In this
regard, Gastardo-Conaco (cited in Teg and Macapacal, 1999) should consider
Filipino Social Psychology as the study of how filipinos think and feel about their
social world and how they interact and influence one another. Consequently, such
definition is appropriate to the study of social behaviour that, is understanding and
explaining in indigenous ways with which interaction between/among filipinos
influences the manners they think, feel and act. A person's way of thinking and
feeling can be deducted from his words and actions indeed, the valuable source of
studying social behavior. Hence, an analysis of filipino native language and
behaviour can lead to understanding of the filipino social behaviour.

“Digital marketing is arguably one of the most effective marketing strategies used by

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today's vast majority of businesses and corporations”as stated by Lance Astroniano,

Justin Gerona, and Juan Carlos Marzan (2022). Because it crosses geographical
boundaries, this strategy provides tools that allow them to promote its products to a
much larger audience. It can also help to improve customer relationships because the
content is tailored to their preferences. The current study sought to ascertain how
digital marketing influences Filipino consumer behavior, specifically customer
engagement and purchase intention. The following hypotheses were developed:
Social media has a substantial impact on customer engagement. Social media has a
large influence on purchase intent.Email marketing has a large influence on customer
engagement. Email marketing influences purchase intent significantly.Customer
engagement influences purchase intent significantly. A total of 334 people were
surveyed online, and the data was analyzed using SPSS software. The study
concluded that digital marketing strategies, particularly social media marketing and
email marketing, effectively generate purchase intent from Filipino consumers. This
is aided by the customer engagement generated by the Facebook advertisements and
their email. The researchers recommend more research on the topic, but to broaden
the scope to include other digital marketing strategies and tactics, as the current
study focused solely on Facebook and email.

In accordance with the article of Jeremy Shtern, Stephanie Hill, Daphne Chan(2019)
this article examines issues linked to monetization on social media platforms through
an investigation of the work of social media influence in the Philippines. Based on a
series of semi-structured interviews with Filipino influencers, we asked how
influencers understand, engage, and commodify the audience for their content. We
suggest that social media influence work in the Philippines is defined by globally
connected but locally rooted practices of performed authenticity through which
creators employ conscious and identifiable strategies to cultivate a local audience
that mostly occupies very different socioeconomic, linguistic, and cultural positions
from the creators themselves. We argue that understanding authenticity as work that
can be performed and negotiated between producers and their audiences offers new
and interesting directions in approaching the commodification of social media
audiences.

And according to Alexander A. Hernandez, Victor James C. Escolano, Ronaldo A.

Juanatas, Ma. Divina E. Elvambuena(2022), social media is a platform that allows
users to create content and share ideas and information through an internet-based
form of communication. Social media is gaining popularity as a tool to assist small
and medium-sized businesses in conducting business. However, studies on social
media use and its impact on organizational performance and sustainability remain
unexplored in the Philippines. This study investigates the use of social media and its
impact on organizational performance and sustainability. This study employs a

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qualitative approach with interviews with SMEs in the Philippines, a developing

country perspective. The outcomes demonstrate collaboration, information sharing,
customer relations and service, and competitors' accessibility. While social media
impact includes brand visibility, productivity, revenue generation, and sustainability.

FOREIGN
According to Riyad Eid and M. Trueman (2004) Identifying five key dimensions for
perceived success in global Internet marketing are indeed necessary. These
dimensions are: (1) marketing strategy factors; (2) global dimension-related factors:
(3) external factors: (4) Website factors; and, (5) other internal factors. The
researchers briefly discuss three of these dimensions below. The researchers
recommended sub-factors within the market strategy factors, such as: (1) companies
should have top management support and commitment to successfully implement
global Internet marketing; (2) companies should clearly define their strategic goals
for the use of the Internet in global marketing; (3) a company's Internet strategy
should be apart of the company's overall marketing strategy: (4) companies should
collaborate with partners, suppliers, and company employees in formulating their
strategy; and, (5) companies should clearly define their potential audiences. The
challenge for organisations today is to understand the factors that play a critical role
in utilising Internet capabilities and their implications on business strategic
objectives to enable them to compete successfully in the electronic age.
In the report of Oystein Moen, Iver Endersen and Morten Galven (2003), the two
most important purposes for which business organizations use the Internet are: (1)
for information gathering; and, (2) for customer support or purchase activities.
Global software business organizations also believed that the Internet is a powerful
tool for strengthening bonds and increasing customer satisfaction through customer
support and postpurchase activities.
This study focuses on how small exporting firms use the Internet for international
marketing. Six case studies of software companies were conducted by the authors.
The software industry is notable for several reasons: it is one of the world's fastest-
growing industries, its products can be distributed electronically, and software
companies are "Internet literate."
According to the findings of this study, most firms use the Internet to search for
information about customers, distributors, and partners. Personal sales are not
replaced by the Internet; most businesses reported a rather complex purchasing
process and a significant need for communication with customers prior to making a
purchase decision. Standardized products, according to the authors, are best suited
for Internet-based sales; however, standardization reduces firms' competitive
advantage and profit margins. The Internet was primarily used by software

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companies for post-sales service and support activities, which generated revenue and
improved customer relations. Partnership agreements with well-known firms,
positive product reviews, and Internet image building were important to most firms
in order to reduce the uncertainty that potential customers often experience when
unknown suppliers offer unfamiliar products. The authors also consider the
implications for managers in industries other than software.
According to Shubhangam, Srivastava, Ravi, & Singh (2010) Social media is
transforming the conventional methods of marketing and advertising goods and servi
ces in the modern world.
Since a few years ago, social media usage has significantly increased.
The old forms of media, including radio, magazines, television, and newspapers, are
being replaced by social media because it makes it easier for users to search for and c
ompare content.
In order to grow the capital of the present market scenario by adding more effective f
eatures in social media advertising, it is necessary to develop effective online adverti
sement methods.

As social network services become more pervasive, social media advertising

emerges as an attractive vehicle for augmenting advertising effectiveness, as assested
by Jieun Lee, and Ilyoo Hong (2016). To leverage this new means of marketing, one
must understand what engages SNS users in a favorable online behavior (i.e., overtly
indicating personal interest in, or support for, the exposed message by clicking the
Like or Share button in Facebook), thereby resulting in an effective advertising
campaign. This research conceptualizes SNS ad effectiveness as a concept
encompassing emotional appeal, informativeness and creativity that all have a
potential to contribute to a positive online behavior. It empirically investigates the
antecedents of positive user behavior for a SNS ad based on the theory of reasoned
action, the social influence theory, and a persuasion theory. It proposes and tests a
conceptual model of the formation of online user’s behavioral responses with regards
to SNS advertising. The results of our empirical tests of the model reveal that
informativeness and advertising creativity were key drivers of favorable behavioral
responses to an SNS ad and that intention to engage in favorable user responses was
positively associated with purchase intention. Based on these findings, the paper
suggests further research directions and offers implications for harnessing the full
potential of the new SNS advertising platform.

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CHAPTER III
RESEARCH METHODOLOGY
PURPOSE OF THE STUDY
The purpose of this research is to generate knowledge and create understanding
about the impact of social media advertising to Grade 12 stuents in MCA Montessori
School.

METHODS AND PROCEDURES

The study's research technique is discussed in this chapter. Specifically, the point
where the study was carried out, and the population, sample, and study design are all
discussed. The method employed to get the data, including polls and survey
questionnaires used to enhance the objectivity and reliability of the instrument
described.

RESEARCH DESIGN
The researcher will employ quantitative design and use survey research design to
determine the impact of social media advertising to the Grade 12 senior high school
students. Survey research will be utilized to collect datas statistically analyzed to
draw meaningful research conclusions. It's the primary step towards obtaining quick
information about mainstream topics and conducting more rigorous and detailed
making capacity: a survey quantitative research methods like surveys/polls or
qualitative research methods like focus groups/on-call Interviews can follow. The
primary purpose of this research was to obtain information describing characteristics
of a large sample of individuals of interest relatively quickly.

The research design ivolves determining the impact of social media advertising of
the grade 12 students with reference to the flourishing economy of the online
business ventures. The researchers employed a quantitative method in order to
address this research problem, specifically the use of the Close-Ended Questionnaire.
The researchers will examine the quantitative data obtained from the random
students by employing questionnaires and interviews, self-administered or
administered by a professional, may be administered individually or in a group, and
typically include a series of items reflecting the research aims.

RESEARCH LOCALE

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The participant’s will be selected from the senior high school department who are
currently in their twelfth grade at MCA Montessori School. This specific sample was
deemed fit for the study for they have equally experienced the impact and feedbacks
from social media platforms. MCA [Mary Ann C. Aldamag] Montessori School was
chosen as the locale of the study since it is the researchers and respondents available
school.

POPULATION AND SAMPLING TECHNIQUE

The researcher’s will apply Slovin’s method to establish the sample size fro the
N
population n= 2 where n=sample ¿ N=total population ; e=margin of error
1+ N e
which is equal to 5%. The MCA Montessori School currently has 1,132 graduating
grade 12 senior high school enrolled. The researchers made the decision to survey
20 students each of the STEM, HUMSS, GAS, HE, ABM, ICT strand including
sections of Democritus, Dahlia, Osmena, Zeus, Hyacinth, and Silver.

Student’s in grade 12 at a senior high school have had experienced the disadvantages
and advantages of social media. A total of 120 or 100% of selected section of grade
12 students who are presently registered for the academic year 2022-2023 make-up
the study sample. The number of representative samples for each sector was
determined using random sampling technique. The number of responses by section
is displayed in the table below.

RESEARCH INSTRUMENT
The researchers will utilize a survey questionnaire for gathering data in determining
the impact of social media advertising in buying products to grade 12 students in
MCA Montessori School. A total of nine individual questions with multiple options
are used to measure students feedbacks. The researchers will collect the data and
information using quantitative methods. For the quantitative method, the researchers
will cnduct a survey using Nominal, Ordinal and 5-point Likert scale, 5 being
‘Strongly satisfied” and 1 being “ Strong dissatistied”.

An ordinal scale will be obtained from this method. After collecting al the results,
the researchers will conduct a test of difference analysis to determine if there is a
difference in the impact of social media advertising in purchasing products to grade
twelve senior high school students of MCA Montessori School .

DATA GATHERING PROCEDURE

Upon receiving the approval of the proposal, the researcher will apply the protocol
review by the administration and proceed to work on the data gathering. The main
objective of this study is to determines to assess the marketing of the products

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influenced by modern advertisements, assess its engagement with brands on social

media platforms, and assess the increase of their knowledge about brands’
specifications, performance, capabilities, and price to grade 12 students in MCA
Montessori School. The study will be conducted inside school premises to have an
accessible assessment of respondent’s. It will also delve into the factors that
influence the student’s decision and behaviuor. The researcher will use Slovin’s
method to determine the sample size, margin of error, and survey questionnaire; the
researcher will indicate the description of Nominal, Ordinal And 5-point Likert Scale
as a method of collecting data of the respondent’s to create statistical data of the
population, for the respondent’s and reviewer to comprehend the study.

STATISTICAL TREATMENT DATA

This study determined the effect of social media advertisement that should know
why the world of social media continues to grow and why it continues to be enjoyed,
including students, through this research it is said that in how and how much time the
students spend. the use of social media and buying things online is long, because the
student's time is consumed here, it continues to increase and new advertisement
channels are released because more people enjoy it, everyone improves the
advertisement on their channels to make them more popular, our research shows that
nowadays grade 12 students have a higher percentage of using social media
advertisements both boys and girls, and our research that minors use these platforms
(Facebook,TikTok,shopee,Instagram, etc.) more often at school or for other reasons.
Our research also shows that the grade 12 student of MCA MONTESSORI
SCHOOL was chosen because of the right age and mindset, besides that, a student
already has a lot of experience and use of social media on this issue, we can achieve
the right answer and real information for the research being done that will serve as a
guide for future generations who can also do this type of research.
Age factors into the influence that social media has on a consumer’s purchasing
decisions. Student in MCA Montessori School are especially primed for the social
media experience, as they have grown up in the age of the internet and are very
comfortable navigating through the online experience. Survey review found that
social media advertising in buying product influences a full 56% of 17yrs old student
compared to just 18 % of 21yrs old student these consumers also spent more when
they used digital shopping methods.
Sex;
Female
Male

Age;
17-20

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Educational attainment;
SHS (gr.12 student's)

Strand;
ABM, HE, GAS, HUMSS, ICT, STEM

REFERENCES:
Tria, Geraldine E.(2009). Group Dynamics
Apruebo, Roxel A. (2006). The Science of Psychology
Astoriano, L., Gerona, Justin Albert D., & Marzan, Juan Carlos R. (2022). The
Impact of Digital Marketing on Customer Buying Intention of Customers in the
Philippines
Shtern, J., Hill, S., & Chan, D. (2019). Social Media Influence: Performative
Authenticity and the Relational Work of Audience Commodification in the
Philippines.
Hernandez, A. & Escolano, V. & Juanatas, R. & Elvambuena, Ma. (2022).
Social Media Use, Organizational Performance and Sustainability: Insights from
Small and Medium Enterprises in the Philippines
Moen, O., Endersen, I. and Galven, M. (2003). "Use of the Internet in
International Marketing: A Case Study of Small Computer Software Firms", Journal
of International Marketing."
Eid, R. and Trueman, M. (2004). "Factors Affecting the Success of Business-to-
Business Internet Marketing (B-t-B): An Empirical Study of UK Companies".
Kumar Shubhangam, Manisha Srivastava, Ritesh Ravi, & Ravinjit Singh.
(2020). Influence of social media advertisement on customer’s purchase decision: a

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literature review.

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