SOCIAL MEDIA: BRAND PERCEPTION OF SENIOR HIGH SCHOOL STUDENTS OF

MAXIMO T. HERNANDEZ MEMORIAL

INTEGRATED HIGH SCHOOL

Presented to the faculty of

Maximo T. Hernandez Memorial

Integrated High School

In partial fulfillment

of the requirements for the

subject Practical

Research 2

by:

Magtibay, Kylene P.

December 2020
 Chapter I

THE PROBLEM AND THE BACKGROUND

1.1 Background of the study

Social media has grown beyond its original purpose of connecting people all

over the world. Today, the ease of interacting with millions of social media users in a

cost effective and real tie manner has given rise to the creation of highly engaging

content by users from diverse professional and personal backgrounds (Joshi, 2015).

Social media primarily attracts the attention of youth. They are largely engaged in

creating and viewing popular video content from different websites and mobile

application such as YouTube. Different brand can publish digital content that are

instantly reach billions of people at minimal cost.

Marketing refers to activities a company undertakes to promote the buying or

selling of a product, service, or good. In 2017, The New York Times described it as

"the art of telling stories so enthralling that people lose track of their wallets". It is

one of the primary components of business management and commerce. Marketers

can direct their product to other businesses (B2B Marketing) or directly to

consumers (B2C marketing). Regardless of who is being marketed to, several

factors apply, including the perspective the marketers will use. Known as market

orientations, they determine how marketers will approach the planning stage of

marketing. Marketing is defined by the American Marketing Association (AMA) as

"the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients, partners,

and society at large". The AMA reviews this definition and its definition for

"marketing research" every three years (Wikipedia, 2017).

By the start of 21th century, the use of internet and social media has become a

part of business strategies. Social media marketing is the modern tool for marketing

in 21st century (Nanji, 2015). Almost many firms using social media marketing as the

use of social media increased. With the revolution of internet/IT, the way of doing

business has changed and it’s necessary to firm to adopt the new technology. So,

nowadays firms are using internet/IT to market their product and these tools used by

researchers, practitioners and policy makers (Gohary, 2012). Now almost every

person has the access on internet

According to Alhaddad (2015), the company can provide an interactive

communication for their customers and enables them to talk directly through the

web. Social media enables the company to promptly respond to the problems,

claims and feedback communicated by the customers. Social media also facilitates a

two-way communication for both parties and can distribute the information widely as

well as spam the viral information with minimal budget.

Hanaysha (2016) asserted that the main objective of social media

engagement for the company is to empower the customers to show their perception

of the products or services for company within the public domain. Many customers

believe that the is of social media can facilitate their communication, opinion sharing

and perspective faster and more readily generate new compared with the traditional

way of looking for information.

 With all of this information, the researcher intended to evaluate the social

media marketing factors influencing brand perception of students. The main purpose

of this study was to evaluate the role of Social Media Marketing as an emerging

marketing tool and how it influence the brand perception of students. Conducting the

study may help different brand of product in identifying and analyzing what social

media factors influence the brand perception of Senior High School students of

Maximo T. Hernandez Memorial Integrated High School. Also , it will help to propose

effective marketing technique that will help different brand of product to enhance

their visibility to their target audience.

Conceptual Framework

In Figure 1 presents the framework and it includes the independent ad

dependent variables of the research study which are contained in each box.

Creative social media advertisement content

Social media promotes popular and new trends

product

Brand Perception

Effective social media marketing technique

Consumers perceived information provided by

social media

Figure 1. Conceptual Framework

1.2 Statement of the problem

1. What are the role of social media marketing as an emerging marketing tool?

2. What are the social media marketing factors influence students perception?

3. What ways do social media affect brand perception of students?

4. What marketing technique can be proposed that may help different brand of

product to enhance their visibility to their target audience?

1.3 Significance of the study

The findings which this study will reveal, may benefits certain groups and

the benefits they may be able to gain are as follows:

Students. This group may use this study to gain knowledge especially

ABM students. They can use it as a source of information in relation to marketing

techniques.

Future Researcher. The findings of this study will serve as a good source

of accurate and useful information. Also, this study will serve as a theoretical model

for future study.

Business Owner. This study may help them to propose different

marketing techniques that will enhance their visibility to target audience.

1.4 Scope, Limitation, and Delimitation

The study focuses on the social media factors influencing brand perception

of students. The data collection will be conducted to ninety (90) randomly selected

senior high school students of Maximo T. Hernandez Memorial Integrated High School.

The study considers the students personal information such as their name(optional),

gender, age, and section.

Since the researcher will use simple random sampling method, the

researcher limit the study to 15 randomly selected students in each section of senior

high school students of Maximo T. Hernandez Memorial Integrated High School. Simple

random sampling means that every member of the sample is selected from the group of

population in such a manner that the probability of being selected for all members in the

study group of population is the same. In this method, numbers are assigned to every

member in the study group of population. Then the sample would be selected from a

table of random numbers or random selection (AccountLearning.com, 2021). The

researcher choose this respondents because they are more largely engaged in creating

content, viewing, and using social media and the researcher used this method in order

to prevent bias and get accurate results.

1.5 Hypothesis

H1: Social media marketing influence brand perception of students.

H2: There are different social media factors that influence the brand perception of

students.

H3: Social media offers significant opportunities in advertising product.

H4: Social media create brand awareness.

 Chapter II

Review of Related Literature and Studies

2.1 Related Literature

The fast development of today’s world technology contribute changes in our

life. Currently, most companies employ technology in their business competition locally

and globally. Companies may engage this technology, especially through the use of the

internet, to optimize the promotion and delivery of any information to the public about

their brands and products. This technology help different company to promote their

product in easy, cost-effective, and at minimal cost.

Companies throughout the world are constantly seeking new ways to reach

consumers. Just a few decades ago, television and print advertising were the

fundamental components of marketing strategies. In the current era, these traditional

marketing streams are just a small segment of the varied approaches used to market

and brand products. The increasing focus on social media shaped state of the art

advertising and shifted the way companies interact with their target groups. As a result,

the effective use of social media has become an essential part of creating and

maintaining a competitive advantage. Subsequently, companies now place considerable

value on the way in which social media can be used to shape consumer brand

perception and influence their buying intention. Companies integrating a strategic

approach to the use of social media will have advantages over those that do not (Pütter,

2017).
 The company can provide an interactive communication for their

customers and enable them to talk directly through web. Social media enables the

company to promptly respond to the problems, claims, and feedback communicated by

the customers. Social media also facilitates a two-way communication for both parties

and can distribute he information widely as well as spam the viral information with

minimal budget (Alhaddad, 2015).

Social media can be defined as “consumer-generated media that covers a

wide variety of new sources of online information, created and used by consumers

intent on sharing information with others regarding any topic of interest” (Kohli, Suri, &

Kapoor, 2014, p. 1). “According to eMarketer (2013), nearly one in four people

worldwide use social network sites – a number of about 1.73 billion people. By 2017,

the global social network audience is estimated to be around 2.55 billion people”

(Schivinski, Christodoulides, & Dabrowski, 2016, p. 1). When assessing social media as

a marketing tool, most researchers include both mobile and web-based technologies

that focus on ways that users “share, co-create, discuss and modify user-generated

content”. This is considered by most to be a paradigmatic shift in the way companies

market their products, because companies are relying on consumers more than ever

before to direct their marketing process and create the discourse around branding

(Kohli, Suri, & Kapoor, 2014).

Unlike print or television advertising, social media is not an advertising

platform in and of itself, and as a result, companies can be challenged with determining

how consumer information and engagement impact the branding process. Positive

comments in social media venues can have a positive impact, but negative comments
can also be a part of the brand dialogue and may not be able to be controlled by the

companies using social media for marketing (Ho-Dac, Carson, & Moore, 2013; Kohli,

Suri, & Kapoor, 2014). At the same time, consumers participate in the discussion and

exchanges that influence the branding process, all the while paying very little attention

to their participation in the branding or marketing process (Kohli, Suri, & Kapoor, 2014).

According to a report in The Guardian, “Nielsen claims 64% of

marketers expect video to dominate their strategies in the near future” (Trimble,

2015). Companies focused on communication have social media experts

(individual or group of professionals) who come together to plan, implement, and

evaluate the social media initiatives in a time-sensitive manner. Marketers are willing to

explore new techniques to improve their brand’s social media presence to constantly

keep up with the emerging markets. According to a recent report by

Salesforce.com, “70% of marketers plan to increase their dollars for organic

social or content marketing” (Heine, 2015). Consistent and integrated content

marketing strategy is beneficial to the development of a strong relationship between a

brand and the audience. Forrester Research defines content marketing as “a marketing

strategy where brands create interest, relevance and relationships with customers by

producing, curating and sharing content that addresses specific customer needs and

delivers visible value” (Gerard, 2015).

2.2 Research Literature

The evolvement of the internet and the development of social media sites

have created emphasis on the growing popularity of the social media concept (Chan-

Olmsted, Cho, & Lee, 2013). This concept has been widely adopted as one of the most

effective communication tools worldwide which brings great benefits to not only the

individual users but also organizations who would like to reach more target customers.

Social media facilitates a platform for people to share their views, feelings

and thoughts on an international scale. This instant form of communication has relished

an extraordinary success; Facebook, currently the most popular social networking site

for membership worldwide (84%), has 1.79 billion global monthly active users

(Mansfield, 2016). Twitter, a micro-blogging website has 313 million global monthly

active users and generates 500 million tweets per day; that’s around 6000 tweets per

second (Meg, 2016).

Today, accessing social networking sites is a consumer requirement and it

has become absurdly common for buyers to search online for product reviews prior to

purchasing. In early 2015, Forbes conducted an investigation to see how consumers

engage with various businesses such as retail across social media networks. The study

revealed that a massive 81% of participants are directly influenced on their buying

decisions by family and friend recommendations, while 78% of respondents said that

companies’ posts on social media impact their buying decisions (Ahmed, 2015).

A lot of research conducted recently suggests that consumers today are

spending over an hour each day on digital media, with a major chunk being on social
media alone. Therefore, it is not surprising that social platforms are major contributors to

their buying decisions. By giving a brand the social media touch, one not only generates

more business but also connects with your customers on a higher engagement level,

thus making the digital marketing strategy execution easier.

The Internet has had a massive impact on the way that brands

communicate, improving the way they sell, and promote their products. Communication

is now instantaneous, and information travels within seconds, making newspaper

publications good only for yesterday’s information. This can ultimately have either a

positive, or a negative impact on brands, depending on the views of consumers.

Additionally, social media marketing has more of an impact than paid media because it

can earn users more trust than traditional forms of marketing; hence its growing rate of

usage among brands. This is on top of the relatively lower costs, targeted advertising

capability, personalized messaging capacity, and opportunities to drive traffic from

social networking sites to a brand's websites (Keating, 2016).

A lot of research conducted recently suggests that consumers today are

spending over an hour each day on digital media, with a major chunk being on social

media alone. Therefore, it is not surprising that social platforms are major contributors to

their buying decisions. By giving a brand the social media touch, one not only generates

more business but also connects with your customers on a higher engagement level,

thus making the digital marketing strategy execution easier

2.3 Synthesis

The research conducted by Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016)

regarding on measuring consumers’ engagement with brand-related content on social

media by developing and validating a scale that differentiates between the levels and

types of engagement with brands on social media is relevant to the purpose of this

study because the authors aim to measure engagement with social media brand

content that is related to the purpose of this study.

 Chapter III

METHODOLOGY

3.1 Research Design

This study will utilize quantitative method of research. This research will

use descriptive research design that is defined as a research method that describe the

characteristics of the population or phenomenon studied (Bhat, 2020). The researcher

used this research design since it is helpful in describing systematically and accurately

the facts characteristics box given population or are of interest. The characteristics of

this research design were used as a tool to determine what social media factors

influence the brand perception of senior high school students of Maximo T. Hernandez

Memorial Integrated High school. Also, it will use to gather information in order to test

hypothesis or answer questions concerning the current status of the subject of the

study.

3.2 Research Environment

 Sample: The researcher will gather information from Maximo T.

Hernandez Memorial Integrated High School.

 Population: Senior high school students of Maximo T. Hernandez

Memorial Integrated High School.

  Sampling frame: Respondents are randomly selected based on their

availability and willingness. It limited to 15 students in each section of

senior high school students of Maximo T. Hernandez Memorial

Integrated High School

3.3 Respondents/Subject of the study

The respondent/subject of the study composed of ninety (90) students.

Each section of senior high school students of Maximo T. Hernandez Memorial

Integrated High School will have 15 respondents and they are selected based on simple

random sampling. Simple random sampling is a type of probability sampling in which

the researcher randomly selects a subset of participants from a population. Each

member of the population has an equal chance of being selected. Data is then collected

from as large a percentage as possible of this random subset (Thomas, 2020).

3.4 Data Gathering Procedure

First, the researcher will make a letter for the approval to conduct the study

at Maximo T. Hernandez Memorial Integrated High School. The researcher will ask for

the proper consent from authorities which are involved in conducting this study. Since

we are in amidst of pandemic caused by COVID-19 (Corona Virus Disease), the survey

will be done through online. The respondents will be oriented about the purpose of

study before conducting the survey. Once the survey is completed, the data gathered

will be transferred for analysis and interpretation.

 The researcher will use the survey guide that they will be drafting prior to

the conduct of interview. Drafted survey guide will be verified first by the research

adviser. Once the survey are already accomplish, the gathered data will be transferred

for analysis and interpretation.

3.5 Statistical Treatment of Data

The responses of the respondents to the questionnaire checklist were

carefully tallied, tabulated and organized. The data presented, analyzed, and interpreted

with the used of weighted mean, frequency count, percentage and ranking system.

The presentation, analysis and interpretation of the data will be based on

the weighted mean as shown by the scale ranges as follows:

1. For the percentage computation:

%= f/n x 100

Where

%= percentage

f= number of respondents for every item

n= total number of respondents

2. For weighted mean:

WM= TWF

------------

Where:
WM = stands for weighted mean
F = stands for frequency
W = stands for weighted
 TWF = stands for weighted frequency
N = total number of respondents

The table of equivalent which is the basis of the interpretation of the data will be:

Weight Scale Verbal Interpretation

4.50 above 5 Strongly agree

3.50-4.49 4 Agree
2.50-3.49 3 Moderately agree
1.50-2.49 2 Disagree
Below 1.50 1 Strongly Disagree