The Importance of Social Media Marketing in Businesses For Accountancy, Business, and Management Students S.Y. 2020-2021

DUPAX DEL SUR NATIONAL HIGH SCHOOL
Dupax del Sur, Nueva Vizcaya
RESEARCH PAPER II
The Importance of Social Media Marketing in Businesses for

Accountancy, Business, and Management Students
S.Y. 2020-2021
_________________________________________
Partial Fulfillment of the Requirements for
The First Semester in Practical Research II
At Dupax Del Sur National High School
S.Y. 2020 – 2021
_________________________________________
Submitted by:
Raza, Maxene
Dumlao, Princess Lyrene
Dumlao, Kate Juslyn
Dumlao, Jemaica
Calicdan, Rhom Jefuneh
Del Campo, Jessa Joy
Submitted to:
Jayson D. Velasco
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ACKNOWLEDGMENT
We, the researchers would like to express our sincere appreciation to the
following people who offered their untiring support and help to make this research
complete.
First, our sincere gratitude and appreciation for our Practical Research II mentor
Sir Jayson Velasco, for sharing us his knowledge and skills to create this research
much easier and accurately, for his constructive criticism, patience in checking the
grammatical errors, and encouragement and support to inspire us to make this study a
success.
Also, to our parents and guardians for their support, motivation, unconditional
love, for willingly giving us the moral and financial support for this study to make this
thesis possible, and for the patience in understanding when we have our sleepless
nights while making this study.
Moreover, our group mates who spend time with us in every stressful night and in
constructing this research, for their time and effort to make this research possible.
To our friends who help us to conduct research in their respected university. Who
were really there to make us smile when things gone wrong, and for their cheers and
inspirational comments when we were so down, indeed we are blessed.
To our respondents, the Accountancy, Business, and Management (ABM) selected

students in Dupax del Sur National High School for their participation in this study and
for their time and effort in answering the questionnaires sincerely.
Most of all, to the Almighty God who gives us the strength to do this research, for
giving us the enlightenment to pursue this strand. It was really wonderful to have all
your support during the process of completing this study. Thank you so much.
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ABSTRACT
The research “The Importance of Social Media Marketing in Businesses for

Accountancy, Business, and Management Students” shows the different aspects
that affect the buying behaviour of teenagers and knowing the importance of the
different social media marketing strategy to attract customers from data given by the
students of Accountancy, Business, and Management (ABM) came from Dupax del Sur
National High School.
This research demonstrates the great impact of social media marketing for
business. To answer the questions, the researchers statistically analyze the given data
using quantitative approach. A total of 10 respondents were randomly selected from
ABM students of Dupax del Sur National High School. The survey-questionnaire
method was used by the researchers that recorded and make a survey to based the
answer on the questions.
The findings of the researcher in this study are: The five aspects have positive
effect in students buying behavior and in social media marketing strategy. Result was
drawn through gathered data: in terms of the result stated that most of the students
chose social media marketing as their marketing tool/strategy because it aligned to their
needs and wants. Social media marketing results shown that the students consider
more time purchasing uses of social media.
Based on the findings of the researchers, these are the following conclusions:
There is a huge importance of Social Media as a platform to connect the buyer and the
seller in today’s era. Most of the selected students answered strongly agree and agree
in the first three aspects: Validity, Value and Time-Bound. Communication’s result a
large proportion of the students gathered both percentages with their communication for
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most informative to least informative in display advertising, native advertising, video

ads, SMS and MMS mobile ads and interactive content. Convenience shown that most
of students chose ranked three have the greatest percentage who have shopped online
responded positively and were satisfied with the overall experience with their
convenience using a scale of fully capable and well experienced to unable to performed
in accessibility, practicality, suitability, serviceable and timely.
Correlated to the findings and conclusions of this study, the researchers

suggested the following recommendations: For more reliable and extensive data, the
proponents recommend to carry out surveys to different schools/universities and include
more students from different strands as much as possible. And most of all, business
people may use the power of social media to promote their products and to attract more
customers especially that young people nowadays are more engage at online buying
rather than traditional market.
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TABLE OF CONTENTS
Title Page…………………………………………………………………..…………………….i
Acknowledgement………………………………………………………………………..……ii
Abstract………………………………………………………….………………………...……iii
Table of Contents………………………………………………………………...…………...v
Chapter I: The Problem and its Background
Introduction…………………………………………………………………………….7
Objectives of the Study……………………………………………………………….8
Statement of the Problem…………………………………………………………….8
Theoretical Framework ………………………………………………………………9
Scope and Limitation of the Study……………………………..……..……...……10
Hypothesis……………………………………………………………..……….…..…10
Significance of the Study……………………………………………...………..…..11
Definition of Terms………………………………………………..…………....……11
Chapter II: Review of Related Literature
Review of Related Literature……………………………………………….…….…15
Chapter III: Methodology
Research Design…………………………………………………………………….28
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Sampling Design…………………………………………………………………….28
Research Proponents…………………………………………..……………..…..29
Research Instruments…………………………………………….……………….29
Research Locale…………………………………………….………………….….29
Data Gathering Procedure………………………………….…………………….29
Data Analysis…………………………………………….……………………...….30
Chapter IV: Presentation, Interpretation and Analysis of Data
Presentation, Interpretation and Analysis of Data……………..……….……31
Chapter V: Conclusions and Recommendations
Summary of Findings…………………………………………………..…..…….83
Findings………………………………………………………………………….84
Conclusions……………………………………………………………….....…....87
Recommendations…………………………………………………….…..……...88
REFERENCES………………………………………………………………..…..…..…90
CURRICULUM VITAE……………………………………………………….....……....97
APPENDICES
Questionnaire…………………………………………………………..….…..…103
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CHAPTER I
INTRODUCTION
Buying and selling goods and services are one of the crucial parts of people's
everyday life. In order to obtain the needs and also the wants of a person, he or she
needs to visit the market where transactions take place. But this concept happened so
many years ago. Today, people adopt the modernization where using gadgets such as
phones, laptops, iPods and others, purchasing goods will be possible. We can't deny
the fact that markets still exists but people think that online shopping is more convenient
and less effort.
Shopping in the internet saves time and effort because consumers are able to
shop any time in the comfort of their home; especially for consumers who have little
amount of free time because of extended working hours (Wolfinbarger and Gilly, 2001).
Many people support this kind of marketing strategy because it is very helpful,
especially to those who are working and have a full schedule. Instead of spending their
time going to the market, they will choose the easy way which is searching and
shopping online while resting on their beds. This strategy also lessens the efforts that
the buyers exert because the things they need are just one click away. With just one
click, they will not worry anymore about their purchases, they just to wait for someone
who will knock at their door.
Despite of the benefits online shopping offers, some people still chose to
purchase goods in the market. There are a lot of differences when buying a product
online and buying a product in a marketplace. This consumer who prefers to buy goods
and services in a marketplace consider so many factors to arrive at a better decision.
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Objectives
1. To find if it is effective for Accountancy, Business, and Management (ABM)

students to use social media as a platform for marketing strategy.
2. To identify the potential barriers in using social media to buy and sell
products.
3. To explore the benefits and limitations of social media in small business
enterprise’s marketing strategies compared to the traditional promotion tools.
4. To identify what are the customer wants, needs and desires; and customer's
expectations from small businesses in using social media as their platform
for selling.
5. To acquire an initial understanding on how a small business is recognized for
using social media for the growth of the business as well as understanding
the uses of social media to engaged and attract more potential customers.
Statement of the Problem
Social Media has a big role in marketing in terms of creating relationship with
customers. Small businesses are beginning to use social media as their marketing
strategy. Some study concluded that those small businesses recognized for its success
by social media marketing. The main objective of this research is to know the
effectiveness of social media marketing in small businesses. The data to be gathered
will provide information to answer the effectiveness of using social media as a small
businesses’ marketing strategy.
The research aim to answer the following questions:
I. The profile of the respondents
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II. The experiences of customers in buying online
a. Validity
b. Value
c. Time Bound
d. Communication
e. Convenience
Theoretical Framework Independent Variable
Validity
Dependent Variable
Value
Factors Affecting Online
Shoppers' Buying
Time-Bound
Behaviour
Communication
Figure 1: Theoretical Framework

Convenience
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Scope and Limitations of the Study
This research was delimited to the extent of the ABM students (S.Y 2019-2020)
of Dupax del Sur National High School. Participants must be an online shopper and use
social media as a medium for choosing products they want to purchase. Their ages
were ranging from 17 to 21 years old.
The study focused merely on the importance of social media marketing in

Businesses for Accountancy and Business Management Students. With the fast
modernizing society and new curriculum, students have more things need to do so that
some of them have no time to go to mall to buy things that they need. Instead of wasting
time going to malls they used social media to see the details of the items that they need
and to look for variety of choices.
Hypothesis
Alternative Hypothesis
There is a significant effect of using social media as marketing strategy of small

businesses.
Null Hypothesis
There is no significant effect of using social media as marketing strategy of small

businesses.
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Significance of the Study
In today’s generation, social media almost be a part of every person’s life. It

makes their lives easier like in purchasing products. They use social media to
differentiate products and make their time more usable. This study will enable them to
consider factors and create conditions that will motivate the use of social media
especially among students to improve their experiences in shopping online. Also, this
study will contribute hypothetically and practically to a better understanding of consumer
behaviour, particularly the online buying decision process.
Students and researchers that are still struggling shopping online and making
study related with this topic will find this research useful. Meanwhile, parents and
teachers can recommend this research to their children/students as a guide and
reference to their study. This research will also help each of them on other things
related in social media marketing and shopping online.
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CHAPTER II
REVIEW OF RELATED LITERATURE
Social Media
The power of social media and the social media itself took an important part in
defining what people think about, how people look at things and how people care to
discuss various issues in the society. In a short span, social media started to influence
some aspects of society like cultural, spiritual, social, political and especially economic
or the business matters as well as the personal level of thoughts, feelings and reactions
to different issues.
As social technology became trend because of its ability to connect people and
share information, social media had a very crucial role in furnishing information to the
business world specifically to the marketers in much a faster pace which leads to
decision-making where it asserts the need for social networking sites in a business.
These social networking sites use in business are growing and providing facilities to
both business organizations and the people because their reputation is in the lieu of
their requirement in society for communication and business as well.
Likewise, social media became a useful tool in terms of marketing environment.

On the producer's perspective, social media helps in building brand equity of the
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business and its relationship to the consumers. While on the consumer's perspective,
social media
influence the purchasing behavior of the consumer through three factors;

important channel for communication, enhanced product and brand choice and
spending power.
Additionally, social media as marketing tool can help through the consideration of
brand image association, awareness and loyalty of the consumers as well as the brand
building and ascertaining different techniques and practices. Social media marketing
also became a boom nowadays because of its availability to develop personal
relationships from the marketers to its target population.
In the other study, marketing as a concept became viral because it marks its
place through social networking sites. As Facebook been taken for the analysis, it found
out clearly that those direct marketers with intelligent strategies using Facebook
environment is definitely taste success.
Similarly, social media as a marketing tool will be effective only if it provides

exact and timely information wanted by the consumers to reach the gap between the
consumers' wants and expectations. As recommended, today's business should
transform from a transactional relationship to a social relationship business.
As been emphasized on the past study, the presence of marketers in social

media is need of the hour and social media is truly a crucial element in building
company's brand and delivering success. Like for example Facebook, it is the cheapest
source that can be used for promotions. Customers can also gain insights about the
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products and the company as well can get a direct one to one interface with the
customer's inturn increasing market share.
Through globalization and some transformations, social media has been evolving
over time. Many social networking sites has been introduced and released worldwide.
Like Facebook, Twitter is one of the largest platforms for sharing real-time data. Twitter,
in further states become a place that companies conduct e-commerce, send information
to customers and create communities to sell goods and services that's why in a
short period of time it became a boom in the promotion and the branding of products
using content analysis.
To sum it all, social media has been purported as a new hybrid element of the
marketing mix. Modern marketing should include social media as a promotional tool
when crafting and implementing Integrated Marketing Communication Strategies. As
social media tools reach the large mass of audience, the company must take into
consideration the customers' discussions that are relied with the organization's missions
and goals.
Student as an Online Shopper
Internet has played a significant role in people's daily lives. According to the 2019
Global Digital Report, Filipinos spend an average of 10 hours and 2 minutes a day using
the internet via any device (Fernandez, 2019). The time hugely devoted to internet is
due to the fact that the amazing invention can make people who are far from each other
to literally see and talk in just one click, send email around the clock, search
information, play game with others, and even buy things online. Tim Berners Lee is the
one who created the first World Wide Web server in 1990 which we use as a channel of
communication, entertainment and many more. The Internet World Stats reported that
around 67 million Filipinos were active online in January 2018. This was a 12% increase
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year-on-year as per the world data (Zialcita, 2019). And one of the top users of the
internet is the students of the 21st century. They are known to be a tech-savvy people
because most internet users gain access through smart phones. According to U.S.
Embassies abroad Article published on Jul 18, 2019, Smartphone penetration is now at
48.4 percent of a Filipino household. Meanwhile, Internet shopping has been widely
accepted as a way of purchasing products and services. It has become a more popular
means in the Internet world (Bourlakis et al., 2008).
Online shopping is emerging very fast in recent years. As years pass by, lots of
improvements happen to the world’s technology, the online environment is viewed by
users from a new perspective, in a commercial way. According to Gupta (2015) in the
study entitled Comparative Study of Online and Offline Shopping: A Case Study of
Rourkela in Odisha. Online shopping or e-shopping is a kind of electronic shopping
which allows the consumer to purchase goods over the internet directly from the seller
using a web browser. Online shopping or e-shopping can be also called as e-web store,
e-shop, e-store, internet shop, web-shop, web-store, online store, online store front and
virtual store. Mobile commerce or m-commerce is described as purchasing from the
online retailer by the using online websites, webpages or application. Aldrich Archive
(1982) online shopping is invented by English entrepreneur Micheal Aldrich in 1979
(Palmer& Kimberly, 2007). It was opened for a commercial purpose. The increase in
technology provides good opportunities to the seller to reach the customer in much
faster, easier and economic way (Davis, Lang & San Diego, 2015). Internet shopping is
the third best and most popular activity over internet after online shopping, next comes
the e-mail using, instant messaging and web browsing (Laing and Lai, 2000). Its
development and the emergence of online stores have turned users into consumers
(Davis, Lang & San Diego, 2015). Additionaly, online shopping is easier for the people
and requires less price than the offline shopping that is why millions and millions of
people shop online.
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Students are one of the target markets of the online retailer as they have money
and interest. Most of these students are not working and most of them are provided with
the educational loans or provided by their guardians (Fatin Alia, 2016). Harn and
Adeline (2008) focused in Malaysia about web navigation behaviour of Malaysian in
relation to online purchasing. Their findings show that most of the shoppers were well
educated with minimum bachelor degree, their age varies between 19 to 34 and they all
are unmarried. Unsurprisingly, it is the young generation that prefers online shopping.
More than half of all online shoppers (52%) are people between the ages of 25 and 34.
They are followed
by people aged 18-24 (26%) and 35-44% (13%). The remaining 9% are
consumers who are over 45 years old (Upgrademag.com, 2019). Davis, Lang & San
Diego (2015) The study reveals that the male customers are less inclined towards the
online shopping than female. The female customers are more into online shopping
because they enjoy doing shopping whether it is traditional shopping or e-shopping. The
young generation is more often purchasing from online sites because of the revolution
in the technology among the youth population and they are able to use this technology
for their well-being more than other age group category. Online shopping has been
shown to provide more satisfaction to modern consumers seeking convenience and
speed (Yu and Wu, 2007). According to Zialcita (2019), the country also ranked first in
the world in terms of social media use and amount of time spent online. Businesses
believe this makes the country an ideal place for e-commerce to thrive. On the other
hand, some consumers still feel uncomfortable to buy online. Lack of trust, for instance,
seems to be the major reason that hinders consumers to buy online. Also, consumers
may have a need to examine and feel the products, to consult friends and get some
more comments or reviews about the products before purchasing (Choudhury,
Deepjyoti & Dey, Abhijit, 2014). The behaviour of online shopping is also known as
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online buying behaviour. Buying behaviour means the purchase of good over internet
using web browser. (Davis, Lang & San Diego, 2015)
Social media websites provide an opportunity for businesses to engage and

interact with its loyal consumers, encourage an increased sense of intimacy towards its
buyers, and build all important relationships with potential customers. Social media has
also influenced consumer behavior to acquire information and to post purchase
behavior such as leaving negative reviews or behaviors about a product or
dissatisfaction towards a company’s service offer. Since inception, social media
platforms like Facebook have been a primary vehicle for the promotion of businesses as
it allows consumers engage in a discussion about a product or service which they like or
intend to purchase and this influences consumer purchasing behavior (Chaturvedi &
Gupta 2014). U.S. Embassies
abroad Article (Jul 18, 2019) show estimates this year that there are 76 million
active social media users from the Philippines. Of this number, 75 million are on
Facebook, 12 million on Twitter and 4 million are LinkedIn. Also the most important role
of social media has changed the way of how consumers and marketers communicate.
The increase in technology provides good opportunities to the seller to reach the
customer in much faster, easier and in economic way. Also the most important role of
social media, it removed the barrier of communication between the buyer and the seller
of goods or services (Davis, Lang & San Diego 2015). The increase in technology
provides good opportunities to the seller to reach the customer in much faster way and
vice versa, as well as customer to the seller just by mobile phones with nothing to worry
about. Moreover, by using social media, consumers have the power to influence other
buyers through reviews of products or services used. Consumers are also influenced by
other psychosocial characteristics like income, purchase motivation, company
presentation, company or brand's presence on social networks, demographic variable
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(age, sex, and disposable income etc.), workplace method of payment, type of stores
(online or physical), etc. This is according to Chaturvedi & Gupta (2014) based on the
Effect of Social Media on Online Shopping Behaviour of Apparels in Jaipur City- an
Analytical Review.
This research has five major aspects to consider: Validity, Value, Time-Bound,
Communication and Convenience; that the researchers will be giving certain literature
for each aspects which are believed to be the factors affecting the buying behavior of
the students especially the Accountancy, Business and Managements students of
Dupax del Sur National High School relating to the importance of social media
marketing in business online.
The first aspect to be considered is Validity or simply the security of the buyer
when buying a certain product. Validity is authenticity or the truthfulness of things
(Cambridge
Dictionary, 2019). Shergill and Chen (2005) discussed the relationship between
the factors affecting the buyers’ behavior towards online shopping and the type of online
buyers. They also investigated the different perceptions of different types of online
buyers towards the online shopping. They found out that website design, website
reliability, website customer service and website security or privacy were the factors
which were influencing the buying behavior of different people. This research also found
out the different perceptions and evaluation criteria of the four types of online buyers;
i.e., trial, occasional, frequent and regular online buyers. When customer buys products
from online shopping they do not touch or feel the product in a physical sense. Thus,
concerns may arise as whether it will reach on proper time or not, if the product
appearance such as size, shape and color is same as what it is stated in the
description. Sadly, expectation of buyers are not always surpassed or even reached
(Davis, Lang & San Diego 2015). Suki and Suki (2007) conducted their study in
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Malaysia, an empirical study. The consumer of Malaysia of online shopping has a
perception about the involvement of risk in shopping and their risk is mostly related to
the security and the privacy. It includes the security and privacy of the personal
information of customer, transaction of online shopping, the quality of the product and
the uncertainty about the product whether the product will reach the consumer or not.
Online trust is one of the most critical issues that affect the success or failure of online
retailers (Prasad and Aryasri, 2009). Security seems to be a big concern that prevent
customers from shopping online (Laudon and Traver, 2009). Because they worried that
the online store will cheat on them or misuse their personal information, especially their
credit card (Comegys et al., 2009). For instance, report indicated that 70 percent of US
web users are seriously worried about their personal information, transaction security,
and misuse of private consumer data (Federal Trade Commission, 2001). Trust, as
expressed by Gommans et al. (2001) is another essential thing is purchaser’s internet
purchasing conduct, and in their e-reliability. Trust is associated with security.
Purchaser can't see item in individual while he is requesting
it, and can't investigate salesman's eyes while doing that, so it is essential for
organizations to fabricate trust among their buyers keeping in mind the end goal to stay
away from vulnerabilities.
Value is another factor to be considered. It is also referred to as the satisfaction

of the buyer. The value of something such as a quality, attitude, or method is its
importance or usefulness. If you place a particular value on something, that is the
importance or usefulness you think it has (Collins English Dictionary). Some people
worry about the intangible nature of the online products that is why they began to think
not to purchase in the online platforms. For example, customers are less likely to
consider buying in online shops (Goldsmith and Flynn, 2005) because they have no
chance to try or examine actual product (Comegys et al., 2009). Customers viewing a
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product on computer screen can show a different effect than actually seeing it in the
store (Federal Trade Commission, 2003). In sum, customers cannot see, hear, feel,
touch, smell, or try the product that they want when using online channel. In many
cases, customers prefer to examine the product first and then decide whether or not
they want to buy (Junhong, 2009). To support this Davis, Lang & San Diego (2015)
revealed that offline shopping is more authentic than online shopping. While buying the
product we can feel the texture of it and know what it is like. In buying offline, people
can get what they see physically without any time waste because of delivery. But in
online shopping, we don’t always know what exactly we are buying. This is because
what we see on the websites is not always what we buy when the product reaches us.
Some people think the product information provided in website is not enough to make a
decision. Online shoppers will be disappointed if the product information does not meet
their expectation. However, Davis, Lang & San Diego (2015) the quality of product at
online sites and offline stores vary a lot and then this determines the frequency of online
shopping. Buyers want to have a good quality of product because they spent their huge
sum of money and effort to it. Because online shopping customers
are often offered a better deal, they can get the same product as they buy at
store at a lower price (Rox, 2007). Since online stores offer customers with variety of
products and
services, it gives customers more chances to compare the values from different
websites and find the products with good quality at a lower price than buying from local
retailing stores (Lim and Dubinsky, 2004). Quality also carries good affecting nature
over any kind of shopping. A simple online presence and low prices, service has
become essential for creating customer loyalty and improving customer satisfaction
(Chaturvedi, Sumit & Gupta, Sachin, 2014). E-commerce has made a transaction easier
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than it was and online stores offer consumers benefits by providing more variety of
products and services that they can choose from (Lim and Dubinsky, 2004; Prasad and
Aryasri, 2009). Consumers can find all kinds of products which might be available only
online from all over the world. Davis, Lang & San Diego (2015) added that the kind of
variety that a customer gets online is hard to match any product purchased offline. Both
online and offline shopping provides variety of range from various brands. Value in it
itself is the foremost dealing factor which influence the market. The larger the variety of
choices in shop the higher its strength to compete in traditional markets. Most
companies have their own websites to offer products or services online. There are
limited numbers of choices when it comes to offline shopping. The numbers of varieties
are limited. The ranges of products available in the shops are limited. Sometimes, the
stocks are old and are up for discount and sale (Davis, Lang & San Diego, 2015). Since
technology is now available anytime, everywhere, most traditional retailers in the past
began also to sell certain products only available online to reduce their retailing costs or
to offer customers with more choices of sizes, colors, or features. For example,
Southeast Asia's leading e-commerce firm Lazada also reported record breaking sales
during the 11-11 and 12-12
online shopping festivals (CNN Philippines, January 4, 2018). H and Hsu (2008)
conducted a study in Taiwa where it is concluded that. online shopping conditions are
different from regular shopping in many ways. The outcome shows that customer
satisfaction is most important features that decide online customer loyalty. Online trust
makes a positive impact on perceived value, customer satisfaction and customer
loyalty.
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Lee and Lin (2005) examined the relationship between internet service and the
overall service quality of the customer like their satisfaction level and their purchase
intentions.
The data was collected from 297 consumers which is purchasing online. The
study suggest to enhance the purchase intention of the consumer, the stores of online
shopping should make some strategies and give trust to the consumer about the
products. Line (2003) added that organizations saw the quick improvement of
innovation as an opportunity to accomplish consumer loyalty and reliability much
simpler and with lower expenses. In general, quality is a primary need over any kind of
purchasing as it somewhat secure or give a good sense of buying or kind of guarantee
about the product preferred (Davis, Lang & San Diego, 2015).
Time-bound is also on the list of factors. This refers to the time allotted in overall
purchasing process. Time-bound is a goal or task that is measured or restricted by time
(Nadiim, July 3, 2015). This involves only a certain or specific amount of time to
achieve the purchasing process. The product ordered by the customer in online
shopping takes a minimum of six to seven days to deliver the product to the customer.
But in offline shopping the possession of the goods is immediately transferred to the
buyer. So this is a major factor which affects the online shopping. People want a good
delivery time; they
prefer to get a product in a desired time or in short time of duration. Duration is

the second major factor affecting the demand of product (Davis, Lang & San Diego,
2015). Davis, Lang & San Diego (2015) also said that it takes a lot of time to go
shopping to a store. Distance from home or workplace to the store is time consuming. It
is also time consuming while trying out the outfits in a store or even going through other
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products. In traditional market, customer needs to move from one place to another and
one shop to another in search of their desired product. Again, since online shopping can
be anywhere and anytime, it make consumers’ life easier because they do not have to
stuck in the traffic, look for parking spot, wait in checkout lines or be in crowd in store
(Childers et al., 2001). As such, customers often find shop from the website that is
offering convenience can reduce their psychological costs (Prasad and Aryasri, 2009).
Communication is also a factor that plays a paramount importance. It mainly

refers to getting customer’s attention. Communication is simply the act of transferring
information from one place, person or group to another (Skills You Need, 2019). In
terms of online communication, when customers see banner ads or online promotion,
these advertisements may attract customers’ attention and stimulate their interesting
particular products. Before they decide to purchase, they will need additional
information to help them out. The information given in the site may not be correct or
may not be appropriate information. The full information about the quality of the product
may not reach to the customer. Hence, it will affect the online buying of the customer.
Information provided by the preferred sites may be not the same about the detail of the
product. May be with the provided information and details customers are not very
satisfied. Sometimes it happens that even many customers use to buy the product after
their full knowledge of details as they prefer the details are accurate and good in sense.
Information related to product may vary in its real sense when it arrives or delivered to
relevant customer (Davis, Lang & San Diego, 2015). If they do not have enough
information, they will search through online channels, e.g., online catalogs, websites, or
search engines (Laudon and Traver, 2009).
Functionality is to do with the degree to which a website offers adequate

information about the products/services being advertised (Law and Bai, 2008).
Functionality of the website as defined by Ujwala & Vinay (2014) is providing a timely,
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efficient and effective delivery system. Some customers use online channels just to
escape from face-to-face interaction with salesperson because they get pressure or
they are uncomfortable when dealing with salespeople and do not want to be
manipulated and controlled in the marketplace (Goldsmith and Flynn, 2005; Parks,
2008). This is especially true for those customers who may have had negative
experience with the salesperson, or they just want to be free and make decision by
themselves without salespersons’ presence. Hahn and Kim (2009) examined the
influence of consumer trust and perceived internet confidence on consumer apparel
shopping intention through internet or the online retailer operated by a multi channel
retailer. A total of 261 students in a large US Midwestern University participated in the
paper-based survey and provided usable responses. The findings of this study suggest
that retailer must acquire social media marketing or advertisement and provide
consistent service throughout their various channels. To attract lots of purchaser, online
seller should provide various ways for the buyer to know that they’re online store is alive
and it is by using different social media marketing strategies such as: Display
Advertising, Ads using images and text; examples are banners, landing pages (LP’s)
and popup; Native Advertising, Ads at the bottom of blog or FB posts like “other
recommended readings” or “other people liked” looks and feels like a blog post or
article; Video Advertising, Ads encompass online display advertisements that have
video within them; SMS and MMS Mobile Advertising, Ads where sending customers’
special offers via text messaging to click online; And Interactive Content Advertising,
Ads where people can actively interact for examples are Info graphics, quests, quizzes,
polling and similar staff. For better communication, retailers or company of a certain
online purchase app must give the best ever
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communication service for customer to ask questions and quick access to
information they need. It is a way to get customer’s attention and gain their loyalty and
trust.
Lastly, the convenience. It is a factor that means customer’s easy access on

shops information. Convenience is anything that is easy to use and makes life
comfortable (Cambridge, 2019). Researchers believe that convenience is composed of:
Accessibility, "ability to access" and benefit from some system or entity; Practicality, the
quality or state of being practical; Suitability, the quality of being right or appropriate for
a particular person, purpose or situation; Serviceable, being able to fulfill its functions
adequately; and Timely, done or occurring at a favourable or useful time. Empirical
research shows that convenience of the internet is one of the impacts on consumers’
willingness to buy online (Wang et al., 2005). Online shopping is available for customers
around the clock comparing to traditional store as it is open 24 hours a day, 7 days a
week (Hofacker, 2001; Wang et al., 2005). Online shopping is much more convenient
than offline shopping. Instead of taking out your vehicle and visit shop to buy products,
you can just sit at your home and do the shopping. It is convenient to sit at one place
and shop the product of our choice without moving from place to place. Research
shows that 58 percent chose to shop online because they could shop after-hours, when
the traditional stores are closed and 61 percent of the respondents selected to shop
online because they want to avoid crowds and waiting lines, especially in holiday
shopping (The Tech Faq, 2008). Consumers not only look for products, but also for
online services. Some companies have online customer services available 24 hours.
Therefore, even after business hours, customers can ask questions, get necessary
support or assistance, which has provided convenience to consumers (Hermes, 2000).
Once you have decided on what you want to buy the payment process is seamless and
the order is delivered to your place. Chaing and Roy (2003) focused on the consumers'
choice to shop on the internet and at the physical stores during the information
acquisition period. A convenience sample of 34
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students enrolled in undergraduate marketing class to select the product for

testing. The result shows that the consumer perceives shopping offline as inconvenient,
online shopping intention was expected to be greater for search products. Online
shopping makes things more convenient. We can have a lot of choice over there in any
kind of material we want to deal with that too without any fear of dealing with any dealer
or distributers. Online shopping is convenient in its real sense as it does not carry any
dealing with issues of asking for wanted items or issues of asking for desired kind of
items which helps in avoiding the part of waiting, asking, questioning about the product
(Davis, Lang & San Diego, 2015).
The review of relevant and related literature has revealed that majority of the
studies have been conducted on outside of the country. There has been no study in
relation of the researcher’s proposed research which is the Importance of Social Media
Marketing in Businesses for Accountancy, Business, and Management Students as an
Online Shoppers. Most of the studies have focused on the switching behaviour of the
consumer from one online channel to another. The literatures reveal that those who are
aware of technology, knowledge, and high income level population, are specially
engaged in the online shopping. In general the population from high level of income and
high level of learning are more favourable to do online shopping. The population who
are more knowledgeable and more explored to the internet are more into online
shopping. The increase in technology increases the online shopping by the consumers.
The increase in technology creates a favourable attitude towards the consumer for
online shopping. It is also concluded that the person whose income is more, do more
online shopping as compared to the person whose income is less. Income plays a major
role to purchase online products. Higher income people prefers to purchase online more
than offline as it gives them reliability and convenience. The higher the income, the
higher wills the purchasing of online product and vice-versa. Validity, Value, Time-
Bound,
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Communication and Convenience are the aspects which researchers seeks to

prove that these will affect the seller and the student as an online shopper-relationship
to one other.
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CHAPTER III
METHODOLOGY
This chapter presents a description of a research design selection and

description of respondents, research instruments data gathering procedure and
statistical treatments used.
Research Design
In order to see the general picture of the effectiveness of social media marketing in
businesses for ABM students, the descriptive survey method was used.
A series of survey–questionnaires will be conducted to the respondents to

effectively gather information about present existing conditions needed in the study. In
this study, the researcher will know how effective social media marketing in small
businesses is.
Sampling Design
This study used Simple random sampling in determining the samples of the study.
Selected ABM students were the respondents of this study.
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Research Respondents
The researchers considered the ABM students in Dupax del Sur National High
School comprising of 10 members. They were the chosen respondents because their
strand has to do with the business matter. Moreover, their generation is more
dependent on technology and online shopping.
Data Gathering Tool
Questioners are provided in gathering data to know the point of views of the
respondents in different universities. The questionnaire has 2 parts. The questionnaire
consisted of items that determined importance of social media marketing in businesses
for Accountancy, Business, and Management (ABM) students.
Research Locale/Sample Population
The study was conducted in Dupax del Sur National High School where online
marketing and social media is highly used by the consumer. This only represents the
population of buyers who are using social media for us to know how effective social
media marketing is.
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Data Gathering Procedure
The researchers personally administered the research instruments to the

respondents. They discussed the significance of the study and accomplished the
distribution of the questionnaires properly.
After the questionnaires have been accomplished, the results were tallied and
tabulated. These data became the bases of analysis and interpretation.
Data Analysis
In determining the importance of social media marketing in businesses for ABM

students, the Likert Scale has been used. It used a five-point scale; each point
corresponding to a Likert item.
In computing the Percentage (P):
P= Percentage
f= frequency
N= total number of frequency
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In computing the average of the data:
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CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
The following data and information are the results of this research study:
Table of Personal Profile of the Respondent:
Table 1: Online Shopper Respondents in Five Universities
Respondents Percentage Response Count Cumulative

Frequency Percentage
Female 8% 8 80%
Male 2% 2 20%
Total 100% 100 100%
As what is shown in the Table 1; among the 10 online shopping respondents there were
80% of female respondents and 20% male respondents.
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Table 2: Aspect 1- Validity (Overall Responses Count in Dupax Del Sur National
High School)
Frequency
Aspect 1: VALIDITY Strongly Agre Neutra Disagre Strongly
Agree e l e Disagree
1. Experience unsuccessful transaction

because of bogus seller 1 4 3 2 0
2. Experience concern regarding the
confidentiality and privacy of their personal
information (family, friend and their 1 7 1 1 0
connections) resources
3. Trust information on online marketing from
outside sources (community, brand profiles) 0 4 1 4 1
4. Posted grievances/complaints on the
retailer’s website/ social networking page 0 3 1 3 3
5. Satisfied with the quality of services/products
purchased online 2 2 5 1 0
Total Frequency Responses per column = 4 20 11 11 4
Overall Frequency = 50
As what is shown in this table, 4 respondents strongly agree when it comes to validity.
Meanwhile 20 respondents agree and 11 chose neutral. While 11 respondents answer
disagree and 4 respondents strongly disagree.
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Figure 1: Aspect 1- Validity
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As given in the gathered data above, for testing the validity, 2 of the respondents said
they have not experienced transacting with a bogus seller while 5 have experienced it
and 3 respondents have experience both. As for the question about the confidentiality
and privacy of their information, 1 disagreed that their personal information are kept in
private while 7 respondents who agree, 1 respondent strongly agreed and 1 of the
respondents answered neutral. The next question was about their perspectives about
the information on online marketing that are coming from outside sources. The 4
respondents agreed and 4 respondents also disagreed while 1 answered neutral and 1
respondent strongly disagreed that she/he is not trusting information from outside
sources. Next is about how the respondents believe the feedbacks of other people in a
particular online shop. The 3 respondents answered strongly disagreed that they do not
believe these feedbacks from other customers, also 3 of the respondents disagreed and
3 respondents agreed and believe the other customers' feedbacks, and 1 respondent
answered she/he is neutral about it. For the last question in testing the validity of the
online shopping there is a large number of respondents who were answered neutral
with a number of 5 respondents. There are 2 respondents strongly agreed and satisfied
with the quality of products and services they purchase online, while 2 respondents
were agreed about it, and 1 respondent was not satisfied on the quality of products
bought online.
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Table 4: Aspect 2- Value (Overall Responses Count in Dupax Del Sur National
High School)
Frequency
Strongly Agree Neutral Disagre Strongly
Aspect 2: VALUE
Agree e Disagree
1. Agree in the use of social media of

purchasing products online have benefit 4 3 3 0 0
for their selves
2. Think that the quality of the product they
bought online has the same quality with 1 7 2 0 0
the product they receive
3. Think that online shopping offers more
variety of qualified products than what 1 3 4 1 1
local market offers
4. Think that social media helps them to
build brand awareness 0 3 6 0 1
5. Social media increased their interest of
buying products online or use of online 0 5 5 0 0
services
Total Frequency Responses per 6 21 20 1 1
column=
Overall Frequency 50
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As what is shown in this table, 6 respondents strongly agree when it comes to the value.
Meanwhile 21 respondents agree and 20 chose neutral. While 1 respondent answer
disagree and 1 respondent strongly disagree.
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As for testing the value of social media marketing Dupax Del Sur Natioal
High School, 5 of the respondents agreed that social media is a helpful platform in
increasing the customer’s interest in buying products online and 5 respondents
answered neutral. On the second question, 4 of the respondents strongly agreed and
find that social media purchasing as beneficial for themselves, 3 respondents agreed
and 3 respondents were neutral. For the third question, respondents were asked about
the difference or similarity of the quality of the product they saw online between the
products they have received. 1 of the respondents answered strongly agree that the
products were actually has the same qualities and 7 respondents agreed, while 2
respondents answered neutral. For the fourth one, 1 of the respondents answered
strongly agree and 3 respondents agreed, while 4 respondents answered neutral and 1
respondent disagreed. For the last question, respondents were asked about their
perspective in using social media as an instrument
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to increase someone's brand awareness and 4 of the respondents strongly agreed and
3 respondents says that it helped in increasing their brand awareness, while 3 were
neutral about it.
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Table 5: Aspect 3- Time-Bound (Overall Responses Count in Five Universities)
Frequency
Aspect 3: TIME-BOUND Strongly Agree Neutra Disagree Strongly
Agree l Disagree
1. Feel that online shopping has faster way

than purchasing goods in the marketplace 3 2 5 1 0
2. Consider social media transaction a hassle-

less form of market system 1 3 6 0 0
3. Advertisements that appear in their social
media accounts in a span of a day engage 0 7 1 2 0
them to try or purchase that product
4. Feel like they spent too much time

purchasing a product by online than in a 0 5 1 4 0
physical store
5. Feel more time pressure buying in local
markets rather than buying online 1 3 4 1 1
Total Frequency Responses per column= 5 20 17 8 1
Overall Frequency= 50
This table shows 5 respondents strongly agree when it is about time bound.
Meanwhile 20 respondents agree and 17 chose neutral. While 8 respondents answer
disagree and 1 respondent strongly disagree.
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Figure 16: Aspect 3- Time-Bound
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(Responses Count in Dupax del Sur National High School)
After the research was conducted among the Accountancy, Business, and
Management students of Dupax del Sur National High School, the aspect time-bound
was tested and the first question is about their opinion if shopping online is a faster way
of purchasing goods rather than in the marketplace. 3 of the respondents strongly
agreed and think that shopping online is faster than shopping in the marketplace and 2
respondents agreed, 5 of them have a neutral perspective, and 1 of them disagreed.
For the second one, 1 of the respondents has strongly agreed in considering social
media transaction as hassle-free transaction than in the market place and 3
respondents agreed while 6 respondents were neutral. For the question number three, 7
of the respondents agreed and say that advertisements that appear in different social
media platforms make them be engaged in buying the advertised product. 1 answered
neutral, and 2 respondents say that advertisement in social media platforms does not
make them engaged in buying the products. When the respondents were asked if they
feel like spending more money in online shopping than in the actual market, 5
respondents agreed and another 1 respondent answered neutral, while 4 respondents
disagreed. For the last question, 1 of the respondents answered strongly agree and find
shopping online as easier than buying in the local market because it does not make
them feel time pressure and 4 respondents agreed while 3 answered neutral, and
1respondent answered disagree and 1 respondent strongly disagree and still feel time
pressure in online shopping.
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Table 6: Aspect 4- Communication (Overall Responses Count in Five Universities)
Frequency (f/n*100= %)
RANKING
Aspect 4: COMMUNICATION
5=MOST INFORMATIVE TO 1= LEAST

INFORMATIVE
5 4 3 2 1
1. Display Advertising 5 3 2 0 0
2. Native Advertising 1 4 5 0 0
3. Video Ads 2 4 2 2 0
4. SMS and MMS Mobile Ads 1 3 2 2 2
5. Interactive Content 0 5 5 0 0
Table 6 shows the results in ranking the five kinds of advertising under
communication aspect such as Display Advertising, Native Advertising, Video Ads, SMS
and MMS Mobile Ads and Interactive Content. These are ranked from five to one where
number 5 is the most informative and number 1 is the least informative. There are 9
respondents who chose number 5, 20 respondents chose number 4, 17 respondents
chose number 3, 4 respondents chose number 2 and last 2 respondents chose number
1.
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Aspect 4- Communication
(Responses Count in Dupax Del Sur National High School)
After the research was conducted among the students of Polytechnic University
of the Philippines, the aspect communication was tested wherein the respondents were
asked to rank the five kinds of advertising. First, for the display advertising number 5
got5 respondents, number 4 got 3 respondents, and number 3 got 2 respondents.
Second, for the native advertising number 5 got 5%, number 4 got 35%, number 3 got
30%, number 2 got 25% and number 1 got 5%. Third, for the video ads number 5 got 2
respondents, number 4 got 4 respondents, number 3 got 2 respondents, and number 2
got 2 respondents. Fourth, for the SMS and MMS mobile ads number 5 got 1
respondent, number 4 got 3 respondents, number 3 got 2 respondents, number 2 got 2
respondents and number 1 also got 2 respondents. Lastly, for the interactive content
number 4 got 5 respondents and number 3 also got 5 respondents.
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Table 7: Aspect 5- Convenience (Overall Responses Count in Five Universities)
Frequency
RANKING
Aspect 5: CONVENIENCE
5= EXPERT- FULLY CAPABLE AND

WELL EXPERIENCED
TO 1= POOR - UNABLE TO PERFORM
5 4 3 2 1
1. Accessibility 3 5 2 0 0
2. Suitability 5 3 2 0 0
3. Serviceable 2 4 4 0 0
4. Practicality 1 1 4 4 0
5. Timely 2 4 0 3 1
This table shows the result in ranking the five categories under the convenience
aspect, the Accessibility, Practicality, Suitability, Serviceable and Timely. These are
ranked from five to one where number 5 is expert and number 1 is poor. There are 12
respondents who chose number 5, 17 respondents chose number 4, 12 respondents
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chose number 3, 7 respondents chose number 2 and 1 respondent chose
number 1.
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(Responses Count in Dupax Del Sur National High School)
After the research was conducted among the students of Accountancy, Business,
and Management in Dupax Del Sur National High School, the aspect convenience was
tested wherein the respondents were asked to rank the five categories under it. First, for
the accessibility number 5 got 3 respondents, number 4 got 5 respondents, number 3
got 2 respondents. Second, for the practicality number 5 got respondents, number 4 got
3 respondents and number 3 got 2 respondents. Third, for the suitability number 5 got 2
respondents, number 4 got 4 respondents and number 3 also got 4 respondents.
Fourth, for the serviceable number 5 got 1 respondent, number 4 got 1 respondent,
number 3 got 4 respondents and number 2 also got 4 respondents. Lastly, for the timely
number 5 got 2 respondents, number 4 got 4 respondents, number 3 got 3 respondents
and number 1 got 1 respondent.
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CHAPTER V
CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary of the study in which the conclusion and
recommendations are based on its findings.
Summary of Findings
Based from data gathered, the study showed positive result. The main goal
of this study was to examine the importance of social media marketing in businesses of
selected ABM students and how a small business, recognized for using social media to
grow the business, uses social media to engaged customers. It was important to
interview the participants as well as collect data from their social media activity to see if
the activities aligned with the participant’s strategy. The research used descriptive
design as an appropriate method and design for analysis and interpretation of the
information that attempts to identify and explain the variables that existed in a given
situation and described the relationship that existed between the variables. The
researcher- made distribution of survey questionnaire to the students of the sample
population was used to determine the importance of social media marketing in
businesses for Accountancy, Business, and Management (ABM) students.
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Findings
Based on the data gathered, the following were the findings of the study:
Personal Data
1. Most of the respondents in Dupax del Sur National High School categorized
themselves as female with a percentage of 80%.
2. Most of the respondents in Dupax del Sur National National High School of the age
group 17 lead the survey with a percentage of 94%
3. The average age of respondents in Dupax del Sur National High School were 17
years old.
Aspect 1: Validity
1. Majority of the respondents in Dupax del Sur National High School agreed their
validity.
2. Most of the respondents are neutral with their validity that satisfied with the quality of
services or products purchase online.
3. Majority of the respondents agreed and disagreed their validity trust information on
online marketing from outside sources.
4. Majority of the respondents agreed their validity experience unsuccessful transaction
because of the bogus seller.
5. Majority of the respondents in Dupax del Sur National High School agreed their
validity trust information on online marketing from outside sources.
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Aspect 2: Value
1. Most of the respondents in Dupax del Sur National High School agreed their value
in social media marketing.
2. Majority of the respondents agreed with their value that the quality of the product
they bought online has the same quality with the product they receive.
3. Majority of the respondents in Dupax del Sur National High School are neutral with
their value that social media helps them to build brand awareness.
4. Majority of the respondents in Dupax del Sur National High School both agreed
and neutral with their value that social media increase their interest of buying
products online and helps them to build brand awareness.
5. Most of the respondents in Dupax del Sur National High School are neutral that
social media increase their interest of buying products online and online shopping
offers more variety of qualified products with their value.
Aspect 3: Time-Bound
1. Majority of the respondents in five universities agreed their time- bound.

2. Most of the respondents are neutral with their time-bound that feel more time
pressure buying in local markets rather than buying online.
3. Majority of the respondents are neutral that their time-bound that online shopping
has faster way than purchasing goods in the marketplace.
4. Most of the respondents agreed that they spent too much time purchasing a
product online.
5. Most of the respondents are neutral that their time-bound that social media
transaction a hassle-less form of market system.
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Aspect 4: Communication
1. Majority of the respondents in Dupax del Sur National High School highly ranked
that their communication is most informative.
2. Most of the respondents ranked 4 in video ads that displays advertisement to use
with their communication.
3. Majority of the respondents ranked both 4 and 3 in interactive content wherein the
respondents can actively interact.
4. Majority of the respondents ranked 3 for display advertising- using images and text
and video ads- displaying an advertisement that have a video in communication.
5. Majority of the respondents ranked 4 in display advertising wherein you can use
images or text in communication.
Aspect 5: Convenience
1. Majority of the respondents in five universities gathered a percentage of 21% with

their convenience.
2. Majority of the respondents in Arellano University gathered a percentage of 43% in
suitability.
3. Most of the respondents in Baliwag University have a percentage of 60% in
accessibility wherein you have ability to access
4. Most of the respondents in Jose Rizal University choose the ability of being right
with a percentage of 37% in suitability with their convenience
5. Majority of the respondents in Polytechnic University of the Philippines have the
percentage of 40% in accessibility to access information
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Conclusion
Based from data gathered, the study showed positive result. The main goal of
this study was to examine the importance of social media marketing in businesses of
selected ABM students as an online shopper and how a small business, recognized for
using social media to grow the business, uses social media to engaged customers. It
was important to interview the participants as well as collect data from their social media
activity to see if the activities aligned with the participant’s strategy. The research used
descriptive design as an appropriate method and design for analysis and interpretation
of the information that attempts to identify and explain the variables that existed in a
given situation and described the relationship that existed between the variables. The
researcher- made distribution of survey questionnaire to the students of the sample
population was used to determine the importance of social media marketing in
businesses for ABM students. The research was guided by five aspects: validity, value,
time-bound, communication, convenience. The researcher determined that out of 100
respondents was taken from ABM students in different school University to fulfill the
research result. A response rate of 79% majority of the respondents in five universities
categorized themselves as female. A positive correlation of result of the importance of
social media marketing. The findings on the Validity result stated that most likely of the
students in five universities agreed their validity of the importance of social media
marketing in small businesses. Value result shown that most of the students agreed
their value in social media marketing in buying products online. Time-bound result
stated that majority of the students agreed their time-bound that social media
transaction a hassle-less form of market system and more time spent to purchase.
Communication’s result a large proportion of the students gathered both percentages
with their communication for most informative to least informative in display advertising,
native advertising, video ads, SMS and MMS mobile ads and interactive content.
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Convenience shown that most of students in five universities chose raked three have
the greatest percentage who have shopped online responded positively and were
satisfied with the overall experience with their convenience using a scale of fully
capable and well experienced to unable to performed in accessibility, practicality,
suitability, serviceable and timely. Result was drawn through gathered data: in terms of
the result stated that most of the students chose social media marketing as their
marketing tool/strategy because it aligned to their needs and wants. Social media
marketing results shown that the students consider more time purchasing uses of social
media. Overall, the factors help to conclude that the consumers do get influenced by
social media marketing to some extent for making purchase decision.
Recommendation
The practitioners of the study should be guided accordingly to the

recommendations cited below:
1. For more reliable and extensive data, the proponents recommend to carry out
surveys to different schools/universities and include more students from different
strands as much as possible.
2. The proponents recommend choosing a study that will help to improve certain
things and benefit not only the students but also the whole community.
3. Teachers should suggest reliable reference sources with relevant and updated
information that will enable students to gain ideas, facts, and deeper understanding
to the study.
4. The businesspeople may use the power of social media to promote their
products and to attract more customers.
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5. To future researchers, it is crucial to evaluate the resources carefully before
getting information from it. Try to observe first its content then proceed. The future
researchers may add more relevant questions as well as other aspects to the
surveys questionnaires and their research to see more significant effects in using
social media as marketing platform for businesses.
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Page 72
QUESTIONNAIRE
Dear Respondent,
Good day! We are Grade 12 Accountancy, Business, and Management students from
Dupax del Sur National High School. We are conducting a study about “The Importance of
Social Media Marketing in Businesses for Accountancy, Business, and Management Students
S.Y. 2020-2021.” Please let us take a little of your time to answer this survey questionnaire with
all your honesty. Rest assured that the answers will remain confidential.
Thank You and God bless!
Sincerely Yours,
The Proponents
PERSONAL INFORMATION
Name (optional): ______________ Year & Section: ABM _____
Sex: Male___ Female___ Age: _____ Are you an online shopper? Yes_____
No____
This research has 5 major aspects to consider: Validity, Value, Time-Bound, Communication
and Convenience.
Part I. Please check (✔) the answer that corresponds to your choice.
5= STRONGLY AGREE 4=AGREE 3= NEUTRAL 2= DISAGREE 1= STRONGLY DISAGREE
A. VALIDITY 5 4 3 2 1
1.Do you experience unsuccessful transaction because of bogus seller?
2.Do you experience concern regarding the confidentiality and privacy of your
personal information (family, friend and their connections) resources?
3.Do you trust information on online marketing from outside sources

(community, brand profiles )?
4.Have you posted your grievances/complaints on the retailer’s website/

social networking page?
5.Are you satisfied with the quality of services/products purchased online?
Page 73
B. VALUE 5 4 3 2 1
1.Do social media has increase your interest of buying products online or use
of online services?
2.Do you agree in the use of social media of purchasing products online have
a benefit for you?
3.Do you think that the quality of the product you bought online has the same
quality with the product you receive?
4.Do you think that online shopping offers more variety of qualified product
than what local market offers?
5.Do you think social media helps you build brand awareness?
C. TIME-BOUND 5 4 3 2 1
1.Do you feel that online shopping has faster way than purchasing goods in
the marketplace?
2.Do you consider social media transaction a hassle-less form of market

system?
3.Do the advertisements that appear in your social media accounts in a span
of a day engage you to try or purchase that product?
4.Do you feel like you spent too much time purchasing a product by online
than in a physical store?
5.Do you feel more time pressure buying in local markets rather than buying
online?
Page 74
Part II-A. Instruction: Rank your opinion about the following marketing advertising methods in
social media.
Rank them from 5 to 1. USING A SCALE OF 5=MOST INFORMATIVE TO
1= LEAST INFORMATIVE
A. COMMUNICATION RANK
1. Display Advertising
-Ads using images and text; examples are banners, landing pages (LP’s).
2. Native Advertising
-Ads at the bottom of blog or FB posts like “other recommended readings” or

“other people liked” looks and feels like a blog post or article.
3. Video Ads
-Ads encompass online display advertisements that have video within them.
4. SMS and MMS Mobile Ads
-Ads where sending customers’ special offers via text messaging to click
online.
5. Interactive Content
-Ads where people can actively interact. Examples are Infographics, quests,
quizzes, polling and similar staff.
Page 75
Part II-B. Instruction: Rank your opinion about the convenience of social media marketing:
Rank them from 5 to 1. USING A SCALE OF 5= EXPERT- FULLY CAPABLE AND WELL
EXPERIENCED TO 1= POOR - UNABLE TO PERFORM
B. CONVENIENCE RANK
1. Accessibility -"ability to access" and benefit from some system or entity.
2. Practicality -the quality or state of being practical
3. Suitability-the quality of being right or appropriate for a particular person, purpose

or situation.
4. Serviceable-being able to fulfil its functions adequately.
5. Timely-done or occurring at a favourable or useful time.
THANK YOU AND GOD BLESS!
Page 76
Page 77

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DUPAX DEL SUR NATIONAL HIGH SCHOOL

Dupax del Sur, Nueva Vizcaya

The Importance of Social Media Marketing in Businesses for

Partial Fulfillment of the Requirements for

The First Semester in Practical Research II

At Dupax Del Sur National High School

S.Y. 2020 – 2021

Dumlao, Princess Lyrene

Dumlao, Kate Juslyn

Calicdan, Rhom Jefuneh

Del Campo, Jessa Joy

To our respondents, the Accountancy, Business, and Management (ABM) selected

The research “The Importance of Social Media Marketing in Businesses for

most informative to least informative in display advertising, native advertising, video

Correlated to the findings and conclusions of this study, the researchers

Chapter I: The Problem and its Background

Objectives of the Study……………………………………………………………….8

Statement of the Problem…………………………………………………………….8

Theoretical Framework ………………………………………………………………9

Scope and Limitation of the Study……………………………..……..……...……10

Significance of the Study……………………………………………...………..…..11

Chapter II: Review of Related Literature

Review of Related Literature……………………………………………….…….…15

Chapter III: Methodology

Data Gathering Procedure………………………………….…………………….29

Chapter IV: Presentation, Interpretation and Analysis of Data

Presentation, Interpretation and Analysis of Data……………..……….……31

Chapter V: Conclusions and Recommendations

1. To find if it is effective for Accountancy, Business, and Management (ABM)

Statement of the Problem

The research aim to answer the following questions:

I. The profile of the respondents

Theoretical Framework Independent Variable

Figure 1: Theoretical Framework

Scope and Limitations of the Study

The study focused merely on the importance of social media marketing in

There is a significant effect of using social media as marketing strategy of small

There is no significant effect of using social media as marketing strategy of small

Significance of the Study

In today’s generation, social media almost be a part of every person’s life. It

REVIEW OF RELATED LITERATURE

Likewise, social media became a useful tool in terms of marketing environment.

influence the purchasing behavior of the consumer through three factors;

Similarly, social media as a marketing tool will be effective only if it provides

As been emphasized on the past study, the presence of marketers in social

Student as an Online Shopper

Social media websites provide an opportunity for businesses to engage and

Value is another factor to be considered. It is also referred to as the satisfaction

prefer to get a product in a desired time or in short time of duration. Duration is

Communication is also a factor that plays a paramount importance. It mainly

Functionality is to do with the degree to which a website offers adequate

Lastly, the convenience. It is a factor that means customer’s easy access on

students enrolled in undergraduate marketing class to select the product for

Communication and Convenience are the aspects which researchers seeks to

This chapter presents a description of a research design selection and

A series of survey–questionnaires will be conducted to the respondents to

Data Gathering Tool

Research Locale/Sample Population

Data Gathering Procedure

The researchers personally administered the research instruments to the

In determining the importance of social media marketing in businesses for ABM

In computing the Percentage (P):

N= total number of frequency

Name (optional): __________ Year & Section: ABM _