1

Empirical Study: The Effectiveness of Digital Marketing as a Business Strategy among

ABM 12 Students at Faith Fidelis

As you start and grow a business it is important to spend time thinking about your

business strategy. Effective business strategies are the alternatives made with specifically

targeted customers that allow you to grow your business effectively. The advancement of

technology makes digital marketing the most whispered, interactive, and essential part of the

business strategy of many companies. Digital marketing is an umbrella term encompassing all

marketing efforts that use an electronic device or internet. Digital Marketing as a business

strategy highlights how digital technologies make marketing more effective because they allow

for individual attention, better campaign management, and better product, interaction with

consumers, marketing design, and execution but cost-effectively. No matter your industry or

company size, it’s one of the simplest ways to grow your business. Every business needs to

have a strategy to survive. Digital marketing can create closer and yet more cost-effective

relationships with customers in sales, marketing, and customer support.

Kingsnorth (2017) shared that digital marketing and business strategy are concepts that

should be integrated and grow together. However, further research into specific digital

marketing strategies would be a valuable contribution to the field of digital marketing and the

current body of work. In-depth, the quantitative analysis would provide supporting evidence of

the effectiveness of specific strategies. Further, digital marketing would give researchers and

companies a better understanding of the effectiveness of the approaches. Digital marketing is

an innovative, influential contribution to the field of marketing. This study is related to our

topic because Kingsnorth is pertaining to two concepts which are digital marketing and
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business strategy. Our chosen topic is about the effectiveness of digital marketing as a business

strategy, this study could potentially help the researchers to support their research paper

because according to Kingsnorth these two should integrate and grow together to get an

effective strategy for the business.

According to Emeka, (2015) that business strategy is an important aspect of running a

business because it has a direct impact on the outcome and results of a company's success. It's an

effective tool for achieving your business objectives and identifying the strategies and tactics

you'll need to implement within your organization. Many of your organizational decisions, such

as recruiting new workers, are driven by your business plan. It takes time and effort to create a

strategic plan that is in line with the company's vision. A business strategy is an outline of the

actions and decisions a company plans to take to reach its business goals and objectives. The

strategy defines what the business needs to do to reach its goals, which can help guide the

decision-making process for hiring and resource allocation. A business strategy helps different

departments work together, ensuring departmental decisions support the overall direction of the

company. It will help the study to assess the effectiveness of digital marketing as a business

strategy and how vital to know the importance of it in the business.

According to Chaffey (2011), social media marketing involves “encouraging customer

communications on a company's website or through its social presence”. Digital Marketing has

become an effective strategic tool for businesses to build more attraction and to easily connect to

their clients. However, this makes it easy for small and mid-sized businesses to advertise their

products because the internet gives you wide access to your potential customers. Further, social
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media marketing is a great strategy for the business, as it provides a bunch of opportunities, as

technology arises, today's generation made it simple for the companies to engage with their

consumers, this became easy for them to reach and connect with the audience unlike before.

Bolat et al., (2016) has eloquently stated that using digital marketing as a business

strategy enhances business relationships, supports sales, and establishes brand and product

awareness. Digital marketing helps businesses to build better and long-lasting relationships with

customers by interacting and connecting with them, with digital marketing, companies can reach

audiences on a global scale. Moreover, digital marketing strategies enable you to reach more

people interested in your products or services, as well as new markets and undiscovered

interested audiences. They can market their products and services globally in a cost-effective

way. Additionally, this will also allow them to build awareness of their brand and drive sales key

to the future success of the business. Thus, digital marketing provides plenty of opportunities for

the business to interact and engage with their potential consumers.

Digital marketing allows the business to offer a higher level of engagement and

interaction, their target audience will not be having a hard time reaching them as it provides

various digital marketing channels which they can contact and connect with the company

easily. When it comes to spending money, digital marketing is less expensive yet more

effective. We are now living in a modern world, that’s why Digital Marketing caught the

attention of many people to be actively engaged and interested in using it as their business

strategy. To be able to see how the use of social media will improve their sales efficiency. The

researchers chose this topic because digital marketing is quickly becoming a hot topic in

today’s business environment, and it is gradually becoming a critical component of any

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company's multi-channel marketing business strategy. This topic is very helpful nowadays

because we are experiencing a pandemic, where people use social media every day that could

interact with businesses that are using this kind of business strategy that may result in the

effectiveness of digital marketing. Digital marketing is becoming an increasingly important

business strategy for all types of small businesses. Nowadays, every business owner finds

digital marketing as a business strategy that is a very cheap and efficient way to market their

products or services because digital marketing has no boundaries.

Statement of the Problem

This research study is designed to assess the effectiveness of Digital Marketing as a

Business strategy among ABM students at FAITH Fidelis. Specifically, this study seeks to

answer the following questions:

1. How does the students view the effectiveness of digital marketing as a business

strategy in terms of total engagement in:

a. Likes

b. Shares

c. Views

2. What are the effectiveness of Digital Marketing to its benefits to the business as a

business strategy in terms of:

a. Brand- Awareness

b. Interaction with consumers

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c. Cost-Effective

3. What level of effectiveness does students have towards digital marketing?

Significance of the Study

This study will find out the effectiveness of digital marketing as a business strategy

among students at FAITH Fidelis and to know the importance of assessing it. The

generalization of this study would be a great contribution to their existing knowledge about the

topic. The results of the study will be a great benefit to the following.

Students. The result of the study will help the students to understand the benefits of this

business strategy and the importance of using it if ever they will build a small business.

Millennials today are constantly hooked on social media for gathering information, surfing from

their favorite brands and others that will interest them. The study will help them assess the

effectiveness of digital marketing in today’s generation.

Small businesses. This study will be beneficial for small business owners to engage with

consumers online and make it easy for them to reach out to potential consumers and see what

needs to be done. Marketing online provides tons of opportunities for small businesses, even

those that have a small budget. Digital marketing can be done on just about any budget and

scaled as the business grows to continue fitting their needs.

Consumers. This study will be a big help for the consumers as the internet is a great

place for the new trends, products, and other stuff that interest them. Social media has a big
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impact nowadays on people, it will be easy for the consumers to find the business. It will be

more convenient for them to find a product and they can easily order it online. Checkout

processes have been developed to allow for quick transactions that last a few minutes at most.

It’s quicker than someone driving to a store, finding the product, checking out, and driving

home.

The Future Researchers. The outcome of the study will help future researchers to

understand the topic, it can be an additional awareness to their existing knowledge, and what

better improvement they can add in the study.

Scope and Limitations

This study primarily focused on using digital marketing as a business strategy. It was

conducted to determine the effectiveness of using it as a business strategy. The subject to be

investigated is the presence of digital marketing connection in today’s era where social media is

prevalent, how digital marketing strategy can grow a business. Thus, the respondents will be

business owners. Specifically, the Grade 12 students of Fidelis Senior High School who own a

business. To gather enough information about the effectiveness of digital marketing as a business

strategy, researchers use a non-experimental research design and decided to gather data from

Faith Fidelis located at Pres JP Laurel Highway, Tanauan, 4232 Batangas where students here

are suitable participants and variables to use because their strand is relevant to the business. This

research is quantitative research where we take information on large populations. The topic is

seen nowadays where a lot of people experience and engage in this digital marketing that suits to

be an empirical study.
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Review of Related Literature

This chapter proffers the related literature, theories, and studies after the thorough and in–

depth forage done by the researchers. In this chapter, the literature, theories, and studies are

adduced to address the different ideas, concepts, generalizations, conclusions, and also the

different developments related to the study starting from the past up to the present. This will

serve as a guide for the researchers in developing the project. Further, the facts included in this

chapter, help in familiarizing details that are apt and alike to the present study.

Conceptual Literature

As eloquently stated by Sharma Simmons, Armstrong, & Durkin (2011) one of the

commonly known business strategies that render to increase brand awareness and brand

reputation in a faster way but at cheaper cost ergo it is the digital marketing’s effectiveness that

has been used by some firm’s worldwide.

As argued by Devi & Konti (2011) digital marketing brings the business products closer

to the customer regardless of the location in the world if the customers have access to the

internet. Further, digital marketing as a business strategy provides businesses an opportunity to

understand their potential customer’s behavior better, widening the product distribution channels,

boosts sales, track real-time data of marketing performance, among others. Additionally, the

internet provides a platform to send messages to all customers simultaneously of any upcoming

event, sales promo and much faster and at a minimal cost.

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As mentioned by (Ekaterina, 2018), Digital Marketing shows the confidence the team of

a company has and the ability of it to contribute to business positive impact as a strategy. Thus it

takes time and effort to produce a well strategic plan for the company to attract more customers.

Once you have it in place, there will be a huge positive change in the confidence level of

stakeholders and the company because of the effectiveness of the strategy they have.

According to Persaud & Azhar (2012), every business that will use digital marketing as a

business strategy allows them to grow globally and expand new target markets to reach

audiences across different devices that help every business to build brand awareness and

interaction with their customers in a cost-effective way.

Kotler & Keller (2016) Social media marketing presents unique effectiveness to the

organization as a business strategy to reach a targeted audience at a minimized cost.

As studied by Eid & El-Kassrawy (2012) one of the effectiveness of digital marketing is

it could potentially sustain the relationship with customers while making the process efficient

and effective that possibly will help firms as they use it as their business strategy in many ways.

Furthermore, some of the businesses may ameliorate interactions with their consumers and target

activities by using the Internet to synchronize existing communication channels cost-effectively.

According to Lall (2016), a customer’s total engagement on the internet via post is one of

the factors that will help to determine if the business strategy plan by the business is effective.

Consumers can ‘like’, ‘share’, ‘follow’ ‘retweet’ ‘view’ and comment on social media, as well as

review your products and services that result in the total engagement in the content posted.
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Moreover, digital marketing thus enables potential customers to easily engage with your

business, while simultaneously giving you more publicity.

While Gunelius (2011) focuses on the branding aspect of digital marketing defining it as

“any form of direct or indirect marketing that is used to build awareness, recognition, recall, and

action for a brand, business, product, person, or other entity and is carried out using the tools of

the social Web, such as blogging, micro-blogging, social networking, social bookmarking, and

content sharing”.

As stated by (Bolat et al., 2016; Kärkkäinen and Immonen, 2014; Brennan et al., 2012),

embracing a digital marketing strategy can be highly beneficial and shows a lot of effectiveness,

using social media as a strategy brings lower costs and higher flexibility. In addition, this can

also attract new consumers since many of them are using social media for browsing.

Siamagka et al., (2015) indicate that as the world moves more and more toward a digital

marketplace, companies now have the opportunity to widen their target market, as they are using

digital marketing as their business strategy they can gain a lot of customers who will lead to

higher purchase and may boost their sales. It is said to be more effective than using traditional

media, though both are used as a marketing strategy.

Sinkovics (2012) mentioned that for example, small business owners can use digital

marketing to extend their reach and promote their product or service to potential customers

outside of their area. At the same time, consumers can browse a company’s website at any time
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and from anywhere with an Internet connection. The ability to compete with larger organizations

and reach more customers is important for small businesses.

Eida and El-Gohary (2013) demonstrated that the adoption of digital marketing as a

business strategy by small businesses could positively affect sales, marketing performance, brand

awareness, consumer interaction, and organizational performance.

Social media is primarily used to share information with a broad audience, while social

networking is used to engage people with common interests and build relationships throughout

the community (Edosomwan, et al., 2011). Finding the balance between social networks and

social media would be very successful for a business within a community. Therefore, using

social media is a great strategy to announce information, and social networks allow followers to

share that information with an even broader audience.

Research Literature

As studied by (Alexander, 2021), Digital marketing in this generation is very beneficial

in expanding your business and boosting your brand awareness. Businesses who use this

marketing strategy have their website and if they don't, they have at least social media presence

or digital ad strategy that helps them in generating consumers. It is said to be more cost-effective

than traditional marketing, instead of paying for other advertisements or campaigns, business

owners can use that by spending their money in developing and creating new marketing designs

that will capture the attention of the people.

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Grow (2018) in her study revealed that when a group of individuals chooses to share the

same post, there is an enormous growth in the number of potential viewers and likes for that

content. The higher the content on the search engine site, the more viewers will come to see the

post and more sources will be created. The more you produce, the greater your possibility for a

transaction to be completed.

According to Digital Marketing Institute (2018), Digital marketing plays a big role in

business because you can get feedback without having to distribute papers just to get some

response to the customers or to answer some questions written on it. Digital Marketing allows

you to know who your customers really are in the industry; you will know if they are interested

or not. Interacting with people digitally will be a help for you to start to build a relationship with

your customers.

Petic (2020) stated that total engagement of the content posted by businesses as their

digital marketing potentially helps because the higher number of people see the post the higher

the number people will be engaging towards the business brand awareness that results in how

effective the digital marketing business strategy was and the people could be your potential

consumer.

Majithiya (2017) mentioned that digital marketing enables the company to employ tactics

and strategies that can not only increase access to your site but also improve the efficiency of

that traffic, allowing you to reach and retain more customers. it has its place, but small and

medium companies should begin to embrace digital marketing as well. Revenues and
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productivity will increase as a result of going digital. Digital marketing helps you do that

efficiently.

According to John (2020), the internet has brought a whole new market. Digital

marketing became the norm for a successful business, and if you are not involved in this, your

business will not grow in the future.

MBA Help24 (2017) stated as the digital platform is progressively integrated into

marketing strategies, and as people use electronic devices rather than go to physical shops,

digital marketing advertisements are becoming increasingly prevalent and resourceful.

As mentioned by (Sait, 2021) Digital marketing has been something that businesses want

to do and it is something really important in today's generation. Everything is moving to the

internet, that's why a lot of people are using this as a business strategy to gain customers,

everything is moving to the online world.

According to Rich (2017) there is a lot of Digital Marketing Strategies that are currently

working now. First is Clubhouse, Next is Live Streaming and Live Selling, YouTube, Reputation

Management, Influencer Marketing and lastly, a Repurposing Content. In general, it is going to

be bigger this year. The effectiveness of these digital marketing as a business strategy could help

a lot.
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Kushwaha, et al. (2020) proved that the most effective method of modern IMC

(Integrated Marketing Communication) is digital marketing. This tool serves as cost-effective

and provides more customized services to reach targeted segments of customers. As a business

strategy that allows to fix the date, time, and budget and characterize target audience and

locations. Additionally, every content made by the firm could possibly get a total engagement in

social media as a tool of digital marketing.

As studied by Dhanasekar (2018) according to CB Insights marketing must begin as soon

as the business is formed. The core part of the business strategy of digital marketing needs since

the beginning. So, in order for the business to become successful, it has to reach out to new

customers, develop leads and convert leads into sales ergo it will lead to the total engagement of

the content made by the business. Digital marketing is a cost-effective way of building brand

awareness, generating traffic, and creating a customer base that’s why it can be a big help for a

start-up.

Dharmapala (2018) analyzed that digital marketing as a business strategy helps the

company to increase their brand awareness, improves customer satisfaction, easy integration, and

management, and facilitates automation of marketing activities. Also, on the internet, there are a

variety of different mediums by which marketing can be done.

As eloquently stated by Aan (2019) One of the tools of digital marketing is social media

one essential part of Facebook is the reaction button: Like, Love, Haha, Wow, Sad, or Angry that

helps users to express various reactions or opinions on an advertisement. Total Engagement of

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every content that is posted for business as their digital marketing strategy. Post reactions mean

that Level of Utilization of Social Media and Its Relationship to Sales Performance your

advertisements are interesting to your target audience, which may allow your marketing to work

effectively

Synthesis

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc sagittis sem tempus metus

por

ttitor ultrices. In eu pellentesque enim, id volutpat eros. Pellentesque habitant morbi tristique

senectus et netus et malesuada fames ac turpis egestas. Nam mattis gravida massa, id blandit leo.

Mauris mauris dui, hendrerit id condimentum et, venenatis ut est. Fusce et augue felis. Donec

porta rutrum euismod. Fusce tempor mauris sed quam cursus, consequat iaculis leo porttitor.

Morbi dictum lacus mi, eu volutpat nisi malesuada eu. Duis rutrum nibh lorem, eu

dignissim augue venenatis vel. Etiam cursus erat tortor, a mattis tortor tempor ut. Sed ac iaculis

tellus. Suspendisse egestas consequat ullamcorper. Sed gravida viverra turpis vitae vulputate.

Vestibulum a sollicitudin ex. Donec fermentum mi vitae ex viverra, in pharetra justo venenatis.

Mauris varius congue ligula, eu rhoncus dolor egestas ut. Etiam sodales est non sem ultricies,

faucibus eleifend massa efficitur. In hac habitasse platea dictumst. Donec congue tellus vitae

metus laoreet, aliquam elementum mi varius. Morbi eu erat cursus, sodales dolor aliquam,

suscipit eros. Nam elementum mattis sodales. Vestibulum mollis fringilla libero, sed varius

mauris dapibus sit amet.

Theoretical Framework
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Social media marketing is an essential part of the digital marketing world because it

involves how to conduct consumer conversations on a website or on Facebook, Tumbler,

Twitter. This can also be done on a forum or blog in a cost-effective way. Chaffey's theory about

Social Media Marketing (2002) stated that monitoring and facilitating customer interaction,

participation, and sharing through digital media encourage positive engagement with a company

and its brand awareness.

Today a successful business is triggered with the use of digital marketing as a business

strategy to increase customer accessibility and awareness of the product and services that the

company is producing. Many small and medium enterprises in the world are adopting the use of

social media marketing as a business strategy due to its free use and easy adaptation with an

environment, hence many have been able to increase customer accessibility more easily too

(Qualman, 2010). Furthermore, a study shows that digital marketing content such as

entertainment and information raises, on average, the number of likes, comments, views, and

shares can be done by anyone which brings an equal contribution to anyone including customers

for the business. Moreover, digital marketing enabled small and medium businesses to expand

their market by increasing customer accessibility and awareness, hence growing market share

(McCartan-Quinn & Carson, 2003). Thus, almost all successful businesses have been using

social media to target their potential customer and increase customer awareness of their brand.

To test this theory, we will evaluate the benefits of digital marketing, in terms of brand

awareness, customer engagement, and cost if it can potentially help every business as they use it

as their business strategy. Moreover, we the researchers would measure the effectiveness of
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digital marketing in terms of total engagement in likes, shares, and views. Through these factors,

we as the researchers can determine the effectiveness of digital marketing as a business strategy.

Conceptual Framework

The table below contains metrics present in the study's SOP. It is divided into two,

Benefits of Digital Marketing as business strategy and Digital Marketing’s Effectiveness in

total engagement. The table presented will be a big help to the study as it will show the

highlight of the study and support the research process of gathering data from reliable sources

and also to their respondents. The table shows how Effective does Digital Marketing is as a

Business Strategy, how it works, and how the owners use it as their platform to sell their

products and services. In the table, the first box exhibits brand awareness, interaction with

customers, and cost as their way of Business Strategy in terms of engaging in likes, shares, and

views that was indicated in the second box wherein it shows the Effectiveness of Digital

Marketing as a Business Strategy. Eventually, the table shown above will be used by the

researchers as it plays a big role in their study, it will be a way to help to make big progress in

the flow of the study and answer the questions the study may have. As a student - researchers,

we will seek and gather the information that will show the Effectiveness of Digital Marketing

as a Business Strategy. So to achieve this, we, the researchers will look for answers and

observe the effectiveness of it as a business strategy with the metrics presented in the SOP.
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Methods

Research Approach

The research employs a non-experimental research design where the researcher

observes the situation as it is transpiring naturally. The design used for this research was

quantitative, as it gathers quantifiable data and involves computational techniques. The title

of this research is "Empirical Study: The Effectiveness of Digital Marketing as a Business

Strategy among ABM 12 students at FAITH Fidelis". Empirical research is based on

observed and measured phenomena and derives knowledge from actual experience rather

than from theory or belief (PennState,2020). The researcher placed their research to be an

empirical study as they will present a detailed analysis with regards to the topic.

This study intends to determine the effectiveness of digital marketing that uses a

descriptive method. Descriptive research aims to describe a population, situation, or

phenomenon accurately and systematically. It can answer what, where, when, and how

questions, but not why questions (McCombes,2020). Descriptive type of research is the

appropriate method for it will gather information from the subjects of this research and the

researcher will use questionnaire through google form as the method of collecting data from
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its subjects.

Research Locale, Respondents, and Sampling Method

The study will be conducted in FAITH Colleges – Fidelis Senior High since the chosen

respondents would-be students from ABM Grade 12 Students of the area. The Researchers will

select students and gather information from them that will surely be a big help to the study.

The primary respondents of the Study are the Grade 12 ABM Students located in FAITH

Colleges – Fidelis Senior High who use Digital Marketing as their business strategy in business.

Sampling helps a lot in research. It is one of the most important factors which determines

the accuracy of your research/survey result. If anything goes wrong with your sample, then it

will be directly reflected in the final result. There are a lot of techniques that help us to gather

samples depending upon the need and situation. (Singh, 2018) Furthermore, the subjects will be

identified through the purposive sampling method as we gather a varied range of data on their

experiences with the business strategy they have. As mentioned by Singh (2018), the purposive

sampling technique is based on the intention or the purpose of the study. Only those elements

will be selected from the population which suits the best for the purpose of our study.

Data Collection Procedure

In this study, the researcher will be using a questionnaire as a data-gathering instrument

to obtain information needed about the research study. The questionnaire that will be provided to

the respondents will be divided into two parts namely: (1) Personal data profile of the

respondents and (2) Survey Questionnaires. This instrument will help the researcher in
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identifying the effectiveness of digital marketing as a business strategy.

The survey questionnaires will be distributed to the respondents as means of retrieving

primary data for the study. Then, the respondents will be answering the first part in which they

will choose their answers either Yes or No. Also, for the researcher to better identify the

effectiveness of digital marketing the respondents will be answering another part of the

questionnaire which is a rating scale table that has four options:

Strongly Agree -4

Agree – 3

Disagree – 2

Strongly Disagree -1

The procedure of the study

The study started with extensive research and reading related to digital marketing and

business strategy. In order to attain the goal of the study, the researcher will be using a

descriptive-correlation research design. Direct and indirect methods of observation in data

gathering will also be implemented. For the completion of the research study, the researcher will

undertake the following activities:

a. Identification of respondents for the study;

b. Selection of appropriate research methodology;

c. Formulation of research questions for the respondents;

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d. Drafting of survey questionnaires for the respondents;

e. Pre-testing and post-testing of the survey questionnaires to check validity and reliability;

Once all data are gathered, it will be tabulated, processed, analyzed, and interpreted.

Findings will also be summarized and possible trends will be established which will serve as the

basis for conclusions and recommendations.

Data Analysis

F
Percentage= ×100The researchers interpreted the gathered data and information they
N

got from the population of the study. In order to get the most preferred answer of the

respondents among the choices, they also used the Percentage formula. The F represents the

frequency or the total number of answers, while the N represents the total number of

respondents. Researchers used this kind of method because it was the most appropriate tool that

can get the percentage of the students who answered a type of “Yes-No Questionnaire.”

F
Percentage= ×100
N

Researchers also used a Four- Point Scale which provides the Interval, Points, and Verbal

Interpretation. The interpretations to the answers of the sample of the research were based on the

given Four-Point Scale below. The researchers also used the Weighted Mean Formula. The W

refers to the numbers presented on the Likert Scale, F refers to the frequency, N refers to the

sample. The researchers also use ∑ (Sigma) to get the total sum:

∑ FW
Weighted Mean=
N
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Four-Point Scale:

Interval Points Interpretation

3.51-4.00 4 Strongly Agree
2.51-3.3.50 3 Agree
1.51-2.50 2 Disagree
1.00-1.50 1 Strongly Disagree

References
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Achterberg, J. (1985). Imagery in healing. Shambhala Publications.

American Psychological Association. (2017). Stress in America: The state of our nation.

https://www.apa.org/news/press/releases/stress/2017/state-nation.pdf

Baider, L., Uziely, B., & Kaplan De-Nour, A. (1994). Progressive muscle relaxation and guided

imagery in cancer patients. General Hospital Psychiatry, 16(5), 340–347.

https://doi.org/10.1016/0163-8343(94)90021-3

Ball, T. M., Shapiro, D. E., Monheim, C. J., & Weydert, J. A. (2003). A pilot study of the use of

guided imagery for the treatment of recurrent abdominal pain in children. Clinical Pediatrics,

42(6), 527–532. https://doi.org/10.1177/000992280304200607

Bernstein, D. A., & Borkovec, T. D. (1973). Progressive relaxation training: A manual for

the helping professions. Research Press.

Bottomley, A. (1996). Group cognitive behavioural therapy interventions with cancer patients: A

review of the literature. European Journal of Cancer Cure, 5(3), 143–146.

https://doi.org/10.1111/j.1365-2354.1996.tb00225.x

Cohen, M., & Fried, G. (2007). Comparing relaxation training and cognitive-behavioral group

Appendix A
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Letter of Intent to the Principal

March 31, 2020

Mr. Arnold I. Catapang
BES, Principal

Good day!
We are the students from FAITH Colleges - Fidelis Senior High, Grade 12 - B taking the
Accountancy, Business, and Management Track. As part of our academic endeavor, we would
like to request your permission to allow us to conduct a survey to Grade 12 ABM FAITH
Colleges - Fidelis students concerning their reading comprehension skills. The information will
be used for the study that we will be conducted titled: “Empirical Study: The Effectiveness of
Digital Marketing as a Business Strategy among ABM 12 Students at Faith Fidelis”. Their
responses and identity will be treated with confidentiality for the sake of data privacy and would
only be used for our research. Furthermore, proper disposal of data gathered will be done after
the research period.

We hope that you will grant our request. Thank you very much and we are looking forward for
your favorable response.

Sincerely,

Alarcon, Nathaniel F. Briones, Jaynald D. Ariola, Cynah P.

Lozareto, Princess Mae L. Manalo, Kyla Marie H. Menchavez, Daniella Ann G.

Vanguardia, Faith Ishi S.

Noted:

Jesheryl C. Ortilla
Practical Research 2 and Inquiries, Investigations, and Immersion Teacher
Approved:
Ollie Marie M. Magsino
SAC in Research, SHS

Appendix B
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Letter of Validation

March 31, 2020

Ms. Jesheryl C. Ortilla
Senior High Teacher, Practical Research 2 and Inquiries

Good day!
We are the students from FAITH Fidelis Senior High School, Grade 12 – B taking the
Accountancy Business and Management track. As part of our academic endeavor, we will be
conducting a quantitative research study titled: Empirical Study:  "The Effectiveness of
Digital Marketing as a Business Strategy among ABM 12 Students at Faith
Fidelis", which aims to gain the experience of the student business owners who use Digital
Marketing as their Business Strategy. 

We will gather information for the accomplishment of our study and in line with this, we are
humbly requesting your expertise and assistance in invalidating our questionnaire. We would be
grateful to receive opinions that would support our study with respect to your expertise regarding
the validation of our questionnaire.

We sincerely give importance and admiration to your participation in the success of our study.
Thank you very much and if you have further inquiry, please feel free to contact us through
s2019103174@firstasia.edu.ph
Sincerely,
Nathaniel F. Alarcon Jaynald D. Briones Cynah P. Ariola Princess
Mae L. Lozareto

Kyla Marie H. Manalo Daniella Ann G. Menchavez Faith Ishi S.

Vanguardia

Noted:

Jesheryl C. Ortilla
Practical Research 2 and Inquiries, Investigations, and Immersion Teacher

Approved:

Ollie Marie M. Magsino

SAC in Research, SHS
 25

Appendix C

Research Questionnaire with Letter of Consent

March 29, 2021

 26

To our Respondents,

Good day!

We are the students from Fidelis Senior High School, Grade 12 – B taking the Accountancy,

Business, and Management track. As part of our academic endeavor, we will be conducting a

quantitative research study. In order to complete our research study entitled “Empirical Study:

The Effectiveness of Digital Marketing as a Business Strategy among ABM 12 Students at

Faith Fidelis”, we will be using instruments such as questionnaires that we have prepared. We

are humbly asking for your help in answering our survey since we will evaluate your level of

preparedness in higher education in line with our study. Rest assured that all the information

gathered will be confidential for the sake of data privacy and will only be used for the study.

Furthermore, proper disposal of data gathered will be done after the research period.

Thank you very much and we are looking forward to your favorable response. If you have

further inquiries, please feel free to contact us at s2019101826@firstasia.edu.ph.

Sincerely,

Nathaniel F. Alarcon Jaynald D. Briones Cynah P. Ariola

Princess Mae L. Lozareto Kyla Marie H. Manalo Daniella Ann G. Menchavez

Faith Ishi S. Vanguardia

Noted:

Jesheryl C. Ortilla

Practical Research 2 and Inquiries, Investigations, and Immersion Teacher

 27

Approved:

Ollie Marie M. Magsino

SAC in Research, SHS

RESEARCH QUESTIONNAIRE
Respondent’s details
Name: ______________________________________(optional)
Section: fdfdfdfdfdfdfdf
Gender: fdfdfdfdfdfdfdf
 28

Empirical Study: The Effectiveness of Digital Marketing as a Business Strategy among

ABM 12 Students at Faith Fidelis

I. Direction: Put a check (✔) on the box that corresponds to your answer for each
of the following items.

1. Are you using digital marketing as a business strategy?

☐ Yes ☐ No

2. Do you think Digital Marketing can be used as a business strategy to help in the success
of a company?
☐ Yes ☐ No

3. Do you find Digital Marketing Strategy as an effective way in engaging potential

customers?
☐ Yes ☐ No

4. Does total engagement help to determine how effective digital marketing was as a
business strategy in terms of:
a. Likes ☐ Yes ☐ No
b. Shares ☐ Yes ☐ No
c. Views ☐ Yes ☐ No

5. Is Digital marketing can also be used by small businesses?

☐ Yes ☐ No

6. Does digital marketing provide benefits and opportunities especially for small business
owners?
☐ Yes ☐ No

7. Using digital marketing strategy, do you think it would help the business to build brand
awareness among the following digital marketing tools:
 29

A. Video ☐ Yes ☐ No
B. Websites ☐ Yes ☐ No
C. Blogs ☐ Yes ☐ No
D. E-Mail ☐ Yes ☐ No
E. Social Media ☐ Yes ☐ No
F. Display Ads ☐ Yes ☐ No

II. Please answer each item by putting a check (✔) mark on your corresponding answers
that reflect your level of agreement and disagreement to the following.

Strongly Agree -4
Agree – 3
Disagree – 2
Strongly Disagree -1
 30

4 3 2 1
Daily postings of the products help me for better brand recognition.
Visual Presentations like pictures and videos encourage me to learn
about the promotional campaign.
Social media is the best option for fast and effective feedback.
Companies should use online activities in their marketing efforts for
business strategy.
Digital Marketing is more most likely to use even small business as
a strategy
Digital marketing is the most effective way to market your business.
Using digital marketing as a business strategy can build a
relationship and open communication with the audience, and
companies increase their likelihood of becoming customers.
Digital marketing should be considered as the easiest mode of
gathering information as a business strategy
Digital marketing offers a more affordable and cost-effective way as
a business strategy
Digital marketing will be a big help for the business to reach more
buyers online.