Lemery National High School

Senior High School Department

Lemery,
Lemery, Iloilo

The Application of Social Media as a Marketing Strategy: Its Effect to the Income Level of

a Businessmen

Researchers:

Jolyn Acotan

Monica Braga

Ariane Enar

Yenna Dela Cruz

Background of the study

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 Lemery National High School
Senior High School Department
Lemery,
Lemery, Iloilo

Social media had provided new opportunities to customer to engage in social interaction on the

internet. Customer use social media, as online comities, to generate content and to network

with other users. Social media can also identify the advantage to gain by business. The social

interaction of customers toward the company leads to increase trust and customers intention to

buy a product. The advancement of social media such as online communicator being a good

example towards business (Lu.,et.,al.2010). According to Gruzd.,et.,al. (2011) the general

availability of the interest has given individuals the opportunity to use social media to

interact without the need for physical meeting. With the rise of social media and online

communities, individuals can easily share and access information ( Chen., et.,al. 2011).

Today’s customer has access to many different sources of information and experiences. This

is an important point as customer involvement through social media is key factor in

marketing.

Social media offer different values to firms such as; enhanced brand popularity (de

Vvies.,et.,al.2012), facilitating word-of-mouth communication (Chen.,et.,al.2011), increasing

sales (Agnihotri.,et.,al. 2012), sharing information in a business context (Lu.,et.,al. 2010), and

generating social support for customers (Ali.,et.al. 2011). On addition, the networking of

individuals through social media provides shared values, leading to a positive impact on trust

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 Lemery National High School
Senior High School Department
Lemery,
Lemery, Iloilo

(Wu.,et.,al.2010). Today with the expansion of social media, as a study of customer’s

behavior on these platforms is a research agenda (Liang & Turban, 2011). Because social

media are likely to develop marketing strategies in firms through trust- building mechanisms

and affecting customer’s intention to buy online products.

The competition driven in business world the role of social media is growing and increasing it

is the tool for marketing. Using this tool, it can gain the maximum benefits that can affect the

level of income of a business. This study focuses on examining the role of social media

towards marketing strategy that can influence an individual to buy a product. As an

understanding of issue, this can identify factors that can establish trust and social commerce

intention. Also figure out and examine the direct and indirect influence of social media

towards customers to put their trust and loyalty towards product in social media to aspire

individual to engage in this kind of study that will help them earned profit even in their

current state.

Statement of the problem

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 Lemery National High School
Senior High School Department
Lemery,
Lemery, Iloilo

This study aims to figure out the application of social media as a marketing strategy and its

effects to the income level of a businessmen.

Specifically this study sought to answer the following questions:

1. What is the application of social media as a marketing strategy?

2. What is the effect of application of social media to the income level of a businessmen?

3. Is there a significant difference in application of social media as marketing strategy

when classified according to educational attainment, age of business and monthly

income?

4. Is there a significant effect of application of social media to the income level of a

businessmen when classified according to educational attainment, age of business and

monthly income?

Method

This study will employ the causal- comparative type of quantitative research that is use to

explore the cause or consequences of differences that already exist between two or among group

of individuals. The participant focus in this study will be the online sellers/ businessmen in the

province of Iloilo. The researcher will use a purposive sampling in determining the respondents.

a purposive sampling requires the handpicking subjects that are usually suit every specific

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 Lemery National High School
Senior High School Department
Lemery,
Lemery, Iloilo

intentions. A total of 35 online sellers were involved in this study. Both survey questionnaire and

checklist prepared by the researcher will be use as an instrument for data collection. The

questionnaire & checklist consist of two parts. The first part consist of general background

including the respondents name (optional), age of business, occupation, monthly income, SES

(socio-economic status) and educational attainment. The second part will be the main survey

questions & choices for online sellers to determine their marketing strategy that can affect their

income when they engage in social media as medium of communication.

Scope and delimitation

This study will aspire future researchers, businessmen and researchers to engage on this

kind of study that will help them earned profit even in their current state. The participants of

this study will be the 35 online sellers in the province of Iloilo. The researcher will prepare

both survey questionnaire and checklist that will serve as an instrument to determine the

income level of online sellers as they applied social media on their business

Significance of the Study

Once the effect of social media as a marketing strategy is determine, this study will be the basis

of business/online sellers, researchers, future researchers, and jobless individual to engage in

this kind of business to earned profit even in their home.

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 Lemery National High School
Senior High School Department
Lemery,
Lemery, Iloilo

Businesspersons / online sellers

This study will serve as their basis to make their business profitable and can generate

strategy that can be apply to their services.

Researchers/ student

This study will boost researchers itself to take this kind of business to generate earnings.

Future researchers

The study may apply as their model to their study in the near future.

Jobless individual

They can engage in online marketing / networking even at home.