1 A Case Study: The Perception of Student Users in Social Media towards Advertisement

CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Social media nowadays has a big part to our everyday life. We learn different things

allow people to share content quickly, efficiently being aware in society every day. Users of

social media have the ability to share photo, opinion and events in different source of

application. Student are expose in Internet nowadays they use it to do homework or for

educational purposes and every day they encounter advertisement in social media devices

just like smartphone, tablet, computer and etc.

From the beginning social media has an important impact on all of us. Social media

started out as a method for people to either connect or reconnect with each other. The

number of people who regularly use various social media encounters advertisement and it’s

the easiest way of the owner to grow their business, they use advertisement as a strategy to

gain exposure and to strengthen the specific product (Cohn, 2020).

The researcher come up with kind of research entitled ‘The perception of student

users in social media toward advertisement’ because all the researcher has the knowledge

that some of the people have a different perception, insight and opinion to the advertisement

show by the social media applications. Therefore, the researcher wants to deal with this

topic.

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Statement of the Problem

This study will be conducted to determine how the selected Grade 10 students

perceive advertisements in social media. The main question for this study will be: How their

perceptions affect their usage of social media because of advertisement?

More specifically, it will seek answers to the following questions:

1. What kind of influence does it give to the student that are expose to advertisement to

social media?

2. How do advertisements in social media influence or affect you as a student?

Scope and Delimitation of the Study

This study will be delimited in the Grade Ten Student users of social media in

SVQIS. located at the East District of the Division of City of San Fernando, Pampanga.

Senior High School are excluded because the researcher have the same level and also the

Elementary Student are also excluded because according to Aron Janssen, MD children were

often viewed simply as smaller versions of adults, Jean Piaget suggested that children

actually think differently than adults, Albert Einstein proclaimed that the discovery was "so

simple that only a genius could have thought of it." So the researchers select the participant

from Grade 10 student users of social media because of their logical thinking, this study will

be conducted during the Academic year 2019 – 2020.

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Conceptual Framework

Selecting Students Analysis and

asks question using Conclusion of
structured interview Participant’s
Responses

Figure 1: Conceptual Diagram of the Study

Figure 1 shows how the researcher attempts to reveal the perception of

students in social media toward advertisement. The outcome of this study will be used by the

researchers to apply this conceptual framework as a lead in conducting this research,

questions are formulated for the participant to know their perception toward advertisement.

Theoretical framework

This study will be supported by the Means End Theory which embodies the two key

dimensions of persuasion: understanding the target audience personal values and

understanding the emotional links that tie those values to a specific decision. The mean end

theory asserts that people make choices about a product. A decision becomes more

personally relevant when people perceive and realize the importance.

Significance of the Study

This study will help researchers to conduct their research on this new media

advertising and its new dimension. The study will investigate the influence of

advertisements on user’s behaviors and attitude formation.

Furthermore, this study will benefit the following;

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Teachers. This study will show the teachers how to teach their students on how to evaluate

and understand social media when it comes to advertisement.

Students. The student will be the direct beneficiaries of the research. The student will be

aware on how the advertisement works in social media and why

School Administrations. For them to be aware on how to handle student’s own perception

in advertisement and also from them to know the advertisement perceive them

Parents. It would help parents or inform them to discipline their child and teach them

proper way of managing their children's in social media. They will be able to coordinate

with the teachers to improve and maximize the capacity their personal guidance’s of their

children.

Future Researcher. The findings of this study will be beneficial to future researchers

because they can use the data to get ideas and can serve as reference if they are planning to

facilitate a similar study.

Definition of Terms

Advertisement. Advertising is a means of communication with the users of a product or

service.

Definition of Acronyms

SVQIS. St. Vincent of Quebiawan Integrated School

Definition of Abbreviation

AD- Advertisement

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CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter covers and reviews the earlier studies of the constructs. These constructs

are the behaviour and attitude of the participant and social media utilization.

The impacts of media had influenced the images that we formed out of what we hear,

read and watch are carried through are remembered for a long time (Kong, 2010). Based on

the articles of (Rayuso & Ingold, 2010) mass media had positive and negative influences on

the behaviour and attitude of the audience. Several times of exposure to mass media can alter

the brains’ physical structure and consequently the way the children think and behave.

Social media websites such as Facebook, YouTube and Twitter provide unlimited

means for internet users to interact, express, share and create content about anything,

including brands. As social network services become more persuasive, social media

advertising emerges as an attractive vehicle for augmenting advertising effectiveness

(Muntinga, 2011).

Marketers are using traditional forms of marketing (radio, television and print) as

well as using the Internet to reach out to customers and potential customers and getting those

customers and potential customers to reach out to them. It is one of the easiest, least

expensive, and most effective ways to gain exposure and to strengthen your business’s.

Social Media Marketing is a group of operations and methods used to generate publicity

through social media channels and Internet communities. Social media advertising is the

planning and executing of advertising campaigns through those channels. (Cohn, 2020).

The new research, led by cognitive scientist Mark Changizi of Rensselaer

Polytechnic Institute (2008) shows why direct exposure to repeated ads initially increases a

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consumer’s preference for promoted products, and why the most effective advertisements

are the ones consumers don’t even realize they have seen. Advertising that takes the form of

apparel branded with company’s names, and products strategically placed in movies and

television shows, often go unnoticed by consumers, capitalizing on our brain’s mechanisms

to modulate preference based on non-conscious exposure.

Changi’s research suggests that such advertising tactics work because they tap into

our non-conscious mechanisms for optimal preferences, hijacking them for selling a

company’s products. The research could hold potential for marketers interested in

optimizing their advertising for the human mind. Social media is the collective of online

communications channels dedicated to community based input, interaction, content-sharing

and collaboration. Websites and applications dedicated to forums, microblogging, social

networking, social bookmarking, social duration, and wikis are among the different types of

social media.

One of the most surprising aspects of visual exposure effects, according to Changizi,

is that they are enhanced when visual exposure occurs without conscious recognition. These

non-conscious mechanisms for rationally modulating preference are the kind animals

without much of a cognitive life can engage in, and speculates that they are much more

ancient. Advertising that takes the form of apparel branded with company’s names, and

products strategically placed in movies and television shows, often go unnoticed by

consumers, capitalizing on our brain’s mechanisms to modulate preference based on non-

conscious exposure.

Changizi’s research suggests that such advertising tactics work because they tap into

our non-conscious mechanisms for optimal preferences, hijacking them for selling a

company’s products. The research could hold potential for marketers interested in

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optimizing their advertising for the human mind. Changizi conducted his research with

Shinseki Shinoj, professor of biology at the California Institute of Technology. The project

was funded by a grant from the National Institutes of Health.

Marketers promoting their products online have followed a fairly standard are

historically, first buying digital ads and building their own Web sites in the early years of the

Internet, and more recently amassing followers on social networks like Facebook and

Twitter. Now, companies increasingly are running online ads that focus less on pitching their

products than promoting their Facebook pages and Twitter accounts. The ads, which have

menu tabs and increasingly resemble Mini-Web sites themselves, allow users to click within

the ad to see a brand’s Twitter messages or Facebook wall posts in real time, or to watch a

brand’s video content from YouTube all without leaving the Web page where the

advertisement appears (Newman,2011).

The effectiveness of such digital engagement programs is usually assessed with

social media monitoring tools providing quantitative metrics, such as the number of likes,

shares, comments, opens, views, followers, or clicks, as indicators of level of engagement or

valence of engagement (positive or negative comments). Growth among these engagement

metrics is often thought to stem from creative execution of ads. With A/B testing, for

example, various colors, calls to action, background images, photos, and the like are

juxtaposed to examine which option best stimulates engagement (Scheinbaum,2016).

Social media refers to websites and applications that are designed to allow people to

share content quickly, efficiently, and in real-time. Many people define social media as apps

on their smartphone or tablet. This misconception stems from the fact that most social media

users access their tools via apps the ability to share photos, opinions, events, and etc. In real-

time has transformed the way we live and also the way we do business. Retailers who use

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social media as an integral part of their marketing strategy usually see measurable results.

But the key to successful social media is to not treat it as an extra appendage but to treat it

with the same care, respect, and attention you do all of your marketing efforts (Hudson,

2019).

Advertising, mass media advertising to be more precise, has played a major role in

business to consumer marketing, and enabled companies to meet communication and other

marketing objectives (Pooh & Adam, 2007).

The advent of Social Networking Sites (SNS) such as Facebook, My Space, and

Twitter attracted millions of users across the globe. SNS are fast becoming integral to the

daily lives of its users (Sabir, 2013).

Marketing communications is one of the most important factors in an organization is

success on the market. More and more organizations are moving forward to use marketing

communication to reach its customers, and the competition is getting harder. Marketing

communication can be used in several different ways and it is important to find the way that

will gain the best result. The purpose with marketing communications is to make the

organization and its products well known for its customers along with keeping the customers

conscious about the organization. The advertising industry is made of companies that

advertise, agencies that create the advertisements, media that carries the ads, and a host of

people like copy editors, visualizers, brand managers, researchers, creative heads and

designers who take it the last mile to the customer or receiver (Engdahl, 2005).

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9 A Case Study: The Perception of Student Users in Social Media towards Advertisement

CHAPTER 3

METHODOLOGY OF THE STUDY

This qualitative type of research intends to know the perception of the student user in

social media toward advertisement. This chapter contains a comprehensive presentation of

research design, data collection, instrumentation, participants of the study, data analysis,

ethical considerations, research positionality and summary were presented.

Research Design

This study we used qualitative type method in extracting and gathering data from our

participants. The mentioned method will be helpful to our study because we will conduct an

interview to our participants to gather and collect their perception and insights about our

study.

Qualitative research focuses in understanding a research query as a humanistic or

idealistic approach. Qualitative method is used to understand people's beliefs, experiences,

attitudes, behavior, and interactions. It generates non-numerical data. Qualitative research is

now recognized for its ability to add a new dimension to interventional studies that cannot be

obtained through measurement of variables alone (Jena and Patak 2013).

The researchers used the kind of Qualitative research is Case study. Case study as a

kind of analysis of persons, events, decisions, or periods. A case can be any one problem,

and one group or entity existing in a specific place and time (Creswell, 2009).

Data Collection

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The researcher will write a letter of be asking permission to the principal of SVQIS

and to the advisers of the students before processing the test to the participants. When the

letter has been approved the students will know that they will be part of the study.

After getting permission to the principal of SVQIS and to the adviser of the students,

the data collection will begin. The perception and the insights of the students served as the

participant response. The entire questionnaire will be hand scored by the researcher. After

the interview the participant responses to acquire the data needed for the study.

Instrumentation

The researchers will use structured interview in the form of questionnaires in the

study. An interview is a list of questions desired at acquiring a particular data from a certain

group of people. It is usually applied to evaluate ideas, beliefs, and feelings.

The researcher will use an open-ended questionnaire for the interview. An open-

ended question is designed for the participants to answer by their own awareness, feeling,

and understanding (Farrel, 2016).

These questions enable the participants to answer freely without any restriction by

the given options. The questions that will be used are based on the statement of the problem

and will be validated by experts in this field to assure it was suited for the study, the

researcher must avoid biases such as subjectivity in the process of collecting and interpreting

data (Charmazz, 2002).

Research Question

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The following are the formulated questions in this research:

1. What do you think of advertisement? (express your opinion)

2.How the advertisement influence or affect the student?

Participants of the Study

The target participants for this research define their perception and student opinion

since the study is about the ‘Perception of the student users in social media toward

Advertisement’. The researchers will select 4 participants 2 male and 2 female coming from

the Grade 10 Student. The researchers will conduct the study in St. Vincent of Quebiawan

Integrated School. The personal information of the participants will remain confidential to

give respect to their privacy, since the instrument is confidential, there was no determination

whether entire teams participated.

The researchers will use purposive sampling also called as judgmental, selective or

subjective sampling. Purposive sampling is non-probability sampling technique enables the

researchers to choose their participants based on their own judgement. This method requires

the researchers to have knowledge about the purpose of the study to choose participants who

will fit to the standards of the study (Foley, 2018).

Data Analysis

The collected data from the questionnaire will be evaluated, analyze, and serve as

the basis of the researchers for the accomplishment of this study.

The analysis of data will start by identifying the key points in the data which have

significance to the field under the study. The key points will be analyzed and will be grouped

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according to their commonalities. In this study, the result of the interviews was also

analyzed, were the researcher will able to determine the answers of the participant that will

be discuss complete and detailed.

Ethical Consideration

As this study utilizes, data will be secured vis-à-vis to the principle of confidentiality.

The researcher will keep and protect the data to avoid any problem during the research

process. The right of every participant that is free from harm and discomfort will be

prioritized. Respect for human dignity of allowing the participants their right to self-

determination must be exercised. Thus, giving them the benefit of the doubt to freely

participate and know everything about the study or the right to full-disclosure must be

introduced. All respondents must be treated fairly that their privacy is also included. The

researcher will guarantee that the data will be kept with full confidentiality. With this, the

spirit of trust would be viral between the researcher and the respondents.

Researchers Positionality

The researchers come up with this study because it is the researcher field of interest

as a student. The social media itself that has an impact to all of us especially everyday who

encounter different advertisement. The researcher belief that the Filipino student has the

different insights toward watching advertisement maybe it can bother them or pursue them in

different ways, so this study will help us to determine how the student show their behaviour

and perception in the strategy of the product which is advertisement. Researcher realization

the more they are expose in social it always has a negative or positive reaction to them. This

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strategy of a producers can somehow attract the Filipino. The behaviour and perception will

be shown at the end of the study.

Summary

The researcher used qualitative method in gathering the data, they use purposive

sampling in data collection technique in choosing the participants. Purposive sampling also

known as judgmental, selective, or subjective sampling. The researchers will use semi

structured interview in the form of open ended questionnaires in the study.

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Foley B. “Purposive Sampling” March 2018

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