Effectiveness of Social Media Advertising

caloocan high school Page
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THE EFFECTIVENESS OF SOCIAL MEDIA ON BUSINESS

ADVERTISEMENTS IN SENIOR HIGH STUDENTS OF
CALOOCAN HIGH SCHOOL
A Quantitative Research
Presented to the Faculty of Senior High School
CALOOCAN HIGH SCHOOL
10th Avenue, Grace Park, Caloocan City, Metro Manila
In Partial Fulfillment of the Requirements in

PRACTICAL RESEARCH 2
Manahan, Angelica R.
Enriquez, Marie Clarisse F.
Macaraeg, Clarizze T.
Olivera, Bianca Marie M.
Redondo, Ariane Jane P.
Romero, Jeremi B.
Roxas, Mary Fatima B.
Grade 12-1ABM
Ms. Mirasol V. Yolip, PNT

Research Adviser
SY. 2019- 2020

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APPROVAL SHEET
This thesis entitled THE EFFECTIVENESS OF SOCIAL MEDIA ON

BUSINESS ADVERTISEMENTS IN SENIOR HIGH STUDENTS OF
CALOOCAN HIGH SCHOOL, prepared and submitted by Angelica R.
Manahan, Marie Clarisse F. Enriquez, Clarizze T. Macaraeg, Bianca Marie M.
Olivera, Ariane Jane P. Redondo, Jeremi B. Romero, and Mary Fatima B.
Roxas.
Ms. Rodaline Guilas Mr. Ronel M. Fariolen

Panel 1 Panel 2
Ms. Mirasol V. Yolip

Adviser
Accepted in partial fulfillment of the requirements in the Practical

Research 2.
Mrs. Generieve B. Corona

Grade 12 Coordinator
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ACKNOWLEDGMENT
This study is a product of hard work and collaborative efforts of the
researcher and some special person. The researcher would like to express his
sincere appreciation and gratitude to those who in one way or another have
helped bring this research to completion.
Ferdinand A. De Leon, Principal of Caloocan High School, for
providing program designed for the senior high school students as a part of K-
12 curriculum.
Marvin A. Santos, Head of Mathematics Department and Focal Person
of Senior High School, for his valuable support for senior high school students.
Generieve B. Corona, Senior high coordinator, for her valuable support
to the researchers of Caloocan High School.
Celeste Elvina. Oral Communication subject teacher, for validating the
researcher’s questionnaire.
Kenth Santos. Creative Writing subject teacher, for his suggestions
and approval of the study.
Mirasol B. Yolip. Practical Research adviser, for her evaluation,
recommendations, and insights that helped the researchers to accomplish the
research and for checking the research paper. Without her valuable support in
accomplishing the research paper, the researchers will not be able to finish
their study.
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ABSTRACT
This research aims to know the effectiveness and importance of social
media in business advertisements. Social media are websites and application
that enable the users to create and share content. Business advertisements
are the ads that try to influence the buying behavior of customers or clients
with a persuasive selling message about the products. The social media
nowadays can affect the business advertisements by posting it on online
websites like Facebook, YouTube and other websites where the buyers or
customers will convince to buy the product. The examples of business
advertisements are the endorsement of products through internet, television
and radio broadcast. When watching video on Facebook, and also when you
are watching videos, the ads will appear while playing the video.
With this study the researchers would like to conduct a research to the
students of Senior High School at Caloocan High School to know if they
experience that kind of attraction to buy the particular product because of the
advertisement on social media. This study targets the senior high students of
Caloocan High School. Using a stratified random sampling we will conduct a
survey to the 300 senior high students of Caloocan High School to determine
if social media advertising is effective to them.

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TABLE OF CONTENTS
Page
TITLE PAGE 1
APPROVAL SHEET 2
ACKNOWLEDGEMENT 3
ABSTRACT 4
TABLE OF CONTENTS 5
LIST OF FIGURES 7
LIST OF TABLES 8
Chapter
1 THE PROBLEM AND ITS BACKGROUND
Background of the Study 9
Statement of the Problem 12
Hypothesis 12
Significance of the Study 13
Scope and Delimitation of the Study 14
2 REVIEW OF RELATED LITERATURE AND STUDIES

Local Studies 16
Foreign Studies 21
Synthesis of the study 27
Theoretical Framework 28
Conceptual Framework 30
Definition of terms 34
3 METHODOLOGY
Research Design 38
Context and Participant 39
The instrument/s 41
Data Collection Procedure 42
Plan for Data Analysis 42
4 PRESENTATION AND ANALYSIS OF DATA

Profile of the Respondents 46
Effectiveness of Social Media in terms of Promotion 48
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Advantage and Disadvantage of Social Media Advertising 50

Most Effective Medium of Social Media 52
5 CONCLUSIONS AND RECOMMENDATION

Summary of Findings 55
Conclusion 55
Recommendations 56
BIBLIOGRAPHY
APPENDICES
A: Request to Conduct Study 59
B: Survey Questionnaire: Social Media Advertising 60
CURRICULUM VITAE 63
LIST OF FIGURES
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Number Title Page
1 Customer Satisfaction Theory 29
2 Social Media Advertising 33
3 Ideal Sample Size for Specific Population 40

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LIST OF TABLES
Number Title Page
1 Age of the Respondents 46
2 Gender of the Respondents 47
3 Number of Respondents per Strand 48
4 Effectiveness of Social Media in terms of Promotion 49
5 Advantages of Social Media in Advertisement 50
6 Disadvantages of Social Media in Advertisement 51
7 Social Media Platforms that Usually have Advertisements 52
8 Social Media Platforms that Attract Customers 53
9 Social Media Platforms that is Consider in Buying Decision 54
Chapter I
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INTRODUCTION
This chapter aim to present the problem of the study and its setting.
It includes the background of the study, the statement of the problem,
significance of the study, and scope and delimitation of the study.
Background of the Study
In this society, the development of social media is expanding and
evolving as the time goes by. Social media, informs, entertain, aware and
invade the people. It is the major factors of social change. It has been part of
their everyday lives and some uses this platform for them to promote their
businesses that may help them to attract attention of the consumers. They can
advertise their product or services and they can connect themselves easily to
the customers by means of social media.
Social media are websites and applications that enable users to create
and share content to participate in social networking. Some examples of social
media sites and applications include Facebook, YouTube, Twitter, Instagram,
Google and other sites that have content based on user participation and user
generated content.
Advertisement is a notice or announcement in a public medium
promoting a product, service, and event or publicizing a job, business or a

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product and services. Some examples of advertisement are billboards,
sponsorship, in store, brochure, in social media, in newspaper, in radio, in
television and in directories.
Advertising aim to influence the way consumers view themselves and
how buying products can prove to be beneficial to them. The message
conveyed through advertising appeals, influences the purchasing decisions of
customers or consumers. Advertising has the power to persuade, the power to
influence the mind of the consumers to buy our product. The great power of
advertising is seldom achieved in practice, simple because organizations do
not know how effective there advertising really is.
According to Nicky LaMarco a copywriter and Elisa Shoenberger a
Master of Business Administration (2018), there are eight types of
advertisement. The first advertisement are the Display ads, this includes digital
and newspaper advertising. Second are the Social media ads this are the
advertisements you see on Facebook, Instagram, Pinterest and other social
networking sites. Third type of advertisement is in the Newspaper and
Magazine, these are the traditional yet no less effective. Next one are the
Outdoor advertising these are the ones that falls under outdoor umbrella,
buses, taxis, bikes and trains. Fifth are the Radio and Podcast advertisement
that can be repeated often as a part of radio or podcast shows. Sixth
advertisement type are Direct mail and Personal sales, these are the art of
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sending a compelling sales letter by snail mail to target audience. Seventh are
the Video ads which engage the target customers by encouraging them to buy
a product that they have seen on social media like Facebook using videos.
Last type of advertisement are the Product placement, a type in which you pay
for a podcast host to mention using your product or pay in television shows
like commercials.
The forgone studies have covered different aspects regarding the
application of social media in terms of advertising like in Facebook, Instagram,
and Twitter. Many of the papers or studies have focused on how the social
media affect the strategies of different business advertisement. To know the
number of people who are more likely used social media to persuade their
products. The effectiveness of social media on business advertising is
depends on the sellers on how they are going to advertise to sell their different
product in the fastest way. This research will be able to contribute to know how
effective can the business be when it comes to online advertising. This present
study will show if social media platform is effective for the business
advertisements.
Statement of the Problem

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The problem of this research is about how does social media become
effective on business advertisements in Senior High students of Caloocan
High School. This research aim to answer the following questions:
1. What are the demographic profiles of the respondents in terms of:
a. Age?
b. Gender?
c. Strand?
2. How effective is social media on business advertisement in terms of
promotion?
3. What are the advantage and disadvantage of social media in business
advertising?
4. What is the most effective medium of social media in advertising business?
5. What are the recommendation and suggestions of the researcher to have
an effective advertisement online?
Research Hypothesis(es)
HA: Social media on business advertisements is effective in senior high
student of Caloocan High school.
Significance of the Study

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This study will be conducted to benefit the following:
Small Business Owners. The result of the study can help them identify
the importance of social media on their business advertisement to increase
their customer and sales. The study could encourage more business owners
to use social media not just for entertainment but to use it as a material to
improve and grow their business.
Teachers. The result of this study will help the teachers to gain more
knowledge about using social media as added tool for business advertising. It
will also help them to upgrade or to being in the modern technology.
Students. The results of the study could help the students to know the
importance of social media not just for personal use but also for advertising
the business or service.
Advertisers. This research will benefit the media advertiser to be more
innovative in terms of advertising their product online. This will also help them
to gain more ideas for the development of modern advertising model through
social media.
Customers. This study will benefit the customers to be aware on the
products and services that they see on advertisement in social media. This
may lead the customer to suggest to other customer.

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Researchers. This study will benefit the researchers about the
effectiveness of social media in terms of advertising in case a researcher will
put up a business.
Future Researchers. This study will benefit the future researcher to
use this research as a guide or basis in their own research. They can explore,
and make this research more effective and sufficient because of the new
information that they can get from this study.
Scope and Delimitation
The study focuses on the effectiveness of social media on business
advertisements in senior high students of Caloocan High School. The
researcher intended to conduct a research study about the effetiveness of
social media as a tool for business advertisement and how effective is social
media in business as their advertising strategy to improve and promote their
product, service and profit. Social media is not limited to only one social media
site, it covers all of the social media sites and instruments such as Facebook,
Instagram, Twitter, Google, Snapchat and other social media sites. It also
covered the advantages and disadvantages of social media as a business
advertisement for senior high students of Caloocan high school.
This research is limited only to the opinion and based on experiences of
the senior students. Their perspective and point of view is not included on this
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research. The respondents are limited only to 302 selected senior high
students of Caloocan High School using a stratified sampling per section and
a survey that will determine if the social media is an effective medium of
advertisement to them, as a consumer of a particular business online.

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Chapter 2
REVIEW OF THE LITERATURE AND CONCEPTUAL FRAMEWORK
Introduction to Literature Review
This chapter reviews the background and information regarding the
relevant research paper, books, journal, theses and other relevant books. The
conceptual framework is based on the theories that are found in the relevant
sources while the theoretical are the concepts that are found in one of the
sources.
Related Literature
Local Studies
Advertising using social media platforms is not new to us, now that it's
booming like never before. Social media is the best place to promote and
advertise products or services. First, it lower ad costs, compared to traditional
advertising methods like TV and radio advertising, social media
advertisements is cheaper than the said methods. Second is the targeted
reach, we all know that all of us use social media nowadays that's why it is
easy to reach more targeted prospects and get more customers.
First of all, you have to accept the truth that the world of technology and
internet changes every single day. What works like a charm today may not
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work tomorrow. Go through the history of the recent few years and find out the
trends in social media marketing.
According to Creativo in 2012, 40% of the people around the world
started connecting more on social media platforms than face-to-face and that
keeps on increasing that that’s how you have to explore the trends and
prepare a strategy for your business based on that fact.
Russel (2012) concluded that social media marketing is a fairly new
trend; Marketers should intensify their efforts to develop and expand their
social media marketing strategies to improve their online positioning. It means
that marketers or business man and woman should give their effort to know
what social media can do to improve their business because as a marketer
social media is very helpful for them to be recognize by the social media users
and the majority of their population are focus on social medias so using it as a
tool to improve their business is so easy and fast.
When using social media platforms in terms of advertising you need to
connect to them on a more personal level and engage in real conversations.
You need to formulate a social media strategy that clearly aligns your goals
with other areas such as content marketing, search engine optimization, etc.
You need to respond immediately so when they approach you with a relevant
query, you should get back to them with the right answers. And also you need
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to personally interacting with other people and it will keep your customers
keeping coming back.
Social media is today way of life. A lot of people are using social media
basically for their communications to others. These days a growing number of
businesses are also using social media for promotion or advertising. It is a
good idea or way for all businesses it helps them to introduce their product to
everyone in a easy way. But they need to learn it how they will use it in good
way without harming other people like scams. Social media is now a big part
of our everyday life, in just one click you can have what you want. Business
advertisement can see in different types like while you are watching videos in
Facebook, YouTube, Instagram etc. and that is the way on how different
companies advertise their product in social media.
Once you have reviewed the history and have a comprehensive
understanding of the social media trends, it’s time to focus and start working.
You definitely need social media presence (in Twitter, Facebook, for example).
Some Pinoy bloggers or Filipino Internet marketers published web pages that
attract visitors. In some cases, advertisers pay these bloggers or online
publishers so that their advertisement appears in their blogs or web pages.
Some advertisers pay the online publisher directly. Others pay a third party
online advertising broker, who then shares a percentage of that payment with
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the blogger or internet marketer. Online income will depend on how much
advertiser pays, which depends largely on the quality of site visitors.
Internet has now become the most common tool that consumers use to
find information on products and services that they are considering buying.
Actually, almost two out of every three conversations online refers to a brand,
product or service (Hubspot, 2012). Therefore, Social media largely affects
customer’s purchase decisions, because consumers usually seek other
opinions and recommendations. Indeed, 78% of global consumers declare
that they trust and believe other costumers’ recommendation for products and
services more than any other medium.
The study mentioned that the Total Philippine population is 104 million,
69 million of whom are internet users, and 69 million are active social media
users. Mobile subscription number 129.4 million, while active mobile social
users are 59 million. On device usage: 88% use any type of mobile phone;
61% utilize smart phone; 39% and 25% avail of laptop or computer and tablet
respectively. Social media continues to dominate, but content and marketing
influencer and sponsored content are on the rise. Social media in the
Philippines are used for searching and purchasing products or services by
nearly a third of the population, with Facebook as the priority medium.
According to Shayne Garcia (2016), managing director. “No one can
underestimate the power of Social Media in the Philippines; this is where we

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interact with customers, respond to their inquiries and even get real time
feedback about product quality. As consumer are depending more and more
their footprint on social, so should marketers.”
Companies and brands who wants to succeed in social media
marketing should understand that one of its critical pillars is content. Pao
Pena, the Chief Experience Officer at Dentsu Jayme Syfu believes, “Many
brands are jumping on influencers as a source of content primarily because
we are selling them as paid media and sometimes without proper guidance on
whether they truly add value to the marketing mix”.
Based on the study conducted by Effective Measure, 83% Filipinos are
using Facebook and other social media on their daily lives. “Social networks
are vital medium for consumers. More brands are using social media and
sponsored ads will help them connect with their target client base.” One of the
social media that are popular to Filipinos is Facebook as they spent hours in
using Facebook that lead businesses to collaborate with business to have a
video advertisement. Last year, Facebook allowed business to have a video
advertisement and sponsored advertisement which results some users to buy
from seeing the advertisement in Facebook. Using the Facebook
advertisement features many of the company increased it returns on ad spend
like, Zaggora which is a company of women’s active wear that increased its
return on ad spend (ROAS) because of the advertisement feature of

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Facebook. There are social media like Facebook that uses advertisement to
help companies and also the consumers to be able to know more about the
products before buying it. It ensure buyers if the product has its good quality,
features, uses, and prices that the consumer always consider.
Foreign Studies
In this competitive world, taking a product into a market is not an easy
one. In earlier days, the penetration becomes a challenging job. Whereas,
sustaining in the market become a crucial task nowadays. In this way,
advertising play a major role in marketing process. The companies are fighting
in the marketing world with well-prepared advertisement through which
corporate is trying to maintain a constant sales rate and sustain in the market.
The researchers found that informativeness, entertainment, and believability
had an instantaneous, positive impact on each advertising worth and attitudes
toward web advertising.
From the beginning, social media has had an important impact on all of
us. Social media started out as a method for people to either connect or
reconnect with each other. At this point, social media has become much more.
It become much more because it will make the connections or communication
fast and easy. And that is good for advertising it easy to share your products to
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others even in different places without consuming too much time and cash
involvement especially when you just looking.
According to the study of Holly Paquette (2013), Social media or
networking sites have become largely one of the marketing tools used by
retailers to easily attach to consumer who are actively social media users.
“Social media advertising is a connection between consumer and brands,
while offering a personal channel and currency for user centered networking
and social interaction” (Chi, 2011, pg.46). Through social media customers
who are actively used social media can see advertisement of different
products or services they can know a particular product and its attributes,
characteristics, and uses that may lead the consumer to buy the product.
The study also mentioned about the consumer technology readiness
where consumer should be aware and have knowledge about technology
which they can use as a tool to buy their needs and wants. The marketer
should consider it because if their target market is not aware about technology
they may fail on selling through social media. “Technology related
developments such as the rise of powerful search engines, advanced mobile
devices and interfaces, peer-to-peer communication vehicles, and online
social networks have extended marketers’ ability to reach shoppers through
new touch points” (Shankar et al. 2011, 30). Social media was only platform to
communicate but as the time pass by, innovation continue that leads marketer
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to advance the way of advertising their products and services which they
used technology or social media as a marketing tool.
According to study from International Journal of Marketing, Financial
Services & Management Research (2012), Business gain impact for using
technology as a use to advertise or to sell their products. “Social Media
Marketing is about understanding how technology is making it easier for
people to connect socially with their social networks and how your business
can profit from that understanding”. Because of social media, Marketers
learned that it will be a big help to their business. As they use technology to
advertise their products, they gain profit and also it benefits the consumer to
easily buy their needs in just one click. As businesses like this way of gaining
profit they enhances it and applied to different social media which we are
seeing on different social media has advertisements. Based on this study,
consumers consider social media to their buying decision. They used social
media to know more about the product before having the decision to buy the
product so that they can know the attributes, characteristics, and uses of the
products and to know the reviews or reactions of other consumers to the
product.
According to Keran Smith (2019) social media statistics says there are
now 3.2 billion users around the globe. That is about 42% of our total present
population. 68% of adults based in the U.S reportedly have a Facebook

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account. Active social media users are composed of 48.2% Baby Boomers,
77.5% Generation X and 90.4% Millennial. An interesting research shows that
a user spends an average of 2 hours and 22 minutes in his social media
account everyday including messaging. 73% of online marketers agree that
their efforts in implementing a social media marketing strategy for their
business have been effective. 2 million business today use Facebook
advertising for promoting their products and services.
Therefore because of the booming population of number of users does
social media have like in Facebook, social media became not just for
entertainment and communication purposes but also for making more sales in
your business. Making an advertisement for your business in social media is
hassle free and more effective because there are many people who can see
your business. Also if you make your customer satisfied in social media your
business will eventually known by others too because they will recommend
you.
Social media advertising is the planning and executing of advertising
campaigns through those channels. In different social media you can advertise
your product and it is easy to catch the attention of the target customer. The
reason that the face of marketing is changing so drastically is that the
marketers understand that they need to go wherever the clients are. The fact
is that the clients are hanging out in the online social communities. They
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spend the rest their time in scrolling, searching or viewing social media. It is
the best asset of a business to advertise their product in the way that the
people or customer will always see.
Business people use marketing to successfully grow their businesses.
The most effective marketing approach is one that uses social media and
traditional marketing in tandem. Traditional marketing is the form using a radio,
television and print to advertise or introduce your product to everyone.
Business owners have figured out that social media marketing has a very
positive effect on the success of business. It is a method that takes very little
money or income in for your business.
Social media advertising is a must in looking to reach your target
audience. In this article, they'll explain what social media ads you may use in
advertising your business. Facebook ads are popular across demographics
and offers detailed targeting options. This makes it a great platform to get
started with social media advertising. Also, by posting a photo you must show
people using your product instead of simple photo of your product. Instagram
ads, is one of the most used social media sites of the millennials. In Instagram
you can create each type of ad for either the main Instagram feed, or for
Instagram stories.
Social media marketing is a powerful way for businesses of all sizes to
reach prospects and customers. Based on this article, social media marketing,
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or SMM, is a form of internet marketing that involves creating and sharing
content on social media networks in order to achieve your marketing and
branding goals. Social media marketing includes activities like posting text and
image updates, videos, and other content that drives audience engagement,
as well as paid social media advertising. This article will help you to choose
what social media platform you may use in advertising your business and get
the market you need.
This social media includes: Facebook,we all know that the millennial
are attached to this social media platform by creating a business Facebook
page you can connect to your target market just be sure you'll use such light
tone words and be friendly to attract people. Second, advertise using Linked In
Groups is a great venue for entering into a professional dialog with people in
similar industries and provides a place to share content with like-minded
individuals. It's also great for posting jobs and general employee networking.
You will just encourage your customer to give their recommendation about
your business in this form you'll be able to know what your customer wants,
and needs. Social media platforms are very useful in advertising your small
business like Facebook, LinkedIn, Google, Twitter and etc. In this strategy you
may gain profit and reach your goal as an entrepreneur.

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Synthesis of the Study
The foregoing studies provided the necessary insights and ideas
toward the conceptualization of the current study. These were also used for
valuable background information in the interpretation and analysis of the study.
Russel (2012), Social Media Statistics (2019), Paquette (2013),
International Journal of Marketing, Financial Services & Management
Research (2012) describes how the social media can be a big help in a
business to have many customers in able to have many sales that will
definitely makes their business grow.
Hubspot (2012), Shayne Garcia (2016) tackles about how powerful
social media is. Also they talk about that social media use as a product
checker wherein people use social media to check the quality of a product that
they will buy.
The relevant sources that the researchers gathered states that social
media is really helpful when advertising a business and now that it's booming
worldwide, you need to take advantage to it. They said that it's the easiest and
effective ways to promote products or services. They also share some pros
and cons to why they can use social media as a platform to promote the
business. So, the researcher concluded that social media is the perfect
platform to use when it comes to advertising a business.

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All of the relevant sources that they found in review of related literature
states that the social networking sites are used to advertise a business in
social media world. So therefore according to them social media networking
sites are the best and the most effective way to advertise a product. This
social media sites include Facebook, Twitter, YouTube, Snapchat, Messenger,
Instagram, and other social networking sites.
Theoretical Framework
The researcher used the Customer's Satisfaction Theory or CSAT
which is commonly use as performance indicator on how customers are
satisfied to the performance of the company or organization like their
marketing strategies. Customer's satisfaction is a psychological state that is
measured by the customer’s expectations.
Satisfaction is related to the expectation of the customer's to the
organization. Expectation can be measured as follows:
First is the importance, this is the value of the product or services that
the customer should gained just like the value of the product that the customer
seen on the social media advertisement as they purchased it.
Second is the Overall-Affect Satisfaction Expectation, This is how the
customers respond on the product or services they have seen on the social
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media advertisement, If they have like it or not and if they are going to
purchase the product or service.
Third is the Fulfillment of Expectation, This is where the customers are
satisfied on the product they have purchased. This happens when they have
expectation on the product based on the advertisement they have seen.
Lastly is the Expected Value from use, This happens when the
customers are satisfied on the product or services they have purchased and
they continuously purchasing the product or services they have seen on the
social media advertisements and to the reviews of other customers.
Figure 1. Framework of Customer Satisfaction Theory

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Conceptual Framework
There are numerous theories on advertising. Most theories of
advertising generally propose that the effectiveness of advertising is
dependent on the main practices being carried out including more exposure
towards the brand or repetitive advertising. most theories suggest that if you
want a consumer to like a product or a brand continuously then simply expose
the consumer to a product or brands advertising such that there are certain
feelings and expectations attached towards the rand itself. Advertising theories
also make use of content specification, Specific message and media
characteristics, consumer characteristics, product/service characteristics, and
competitive actions.
Social media advertising makes use of social networks, online
communities, blogs or other internet media platforms. In marketing theory,
there are 4I’s analysis which are Interesting, Interaction, Interest and
individuality. These 4I’s can help the companies in knowing what kind of Social
media advertising method they will use to get the customer’s interest. In
interaction can be regard as communication between the customers and the
companies, but the most important thing is that this can be the best way to
introduce enterprises themselves and create more good feelings in customer’s
mind. Interest can be defined as what customers can gain from one specific
social media. Lastly, the individuality refers to the uniqueness which means
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that the social media advertising need to be utilize creatively and make the
content outstanding compared to the others.
The theory was proposed by Philip Kotler and Gerald Zal. According to
them social marketing theory focuses on how socially valuable information can
be promoted. This theory is an attempt to clearly understand how societal and
psychological factors work to successfully manipulate them in order to
increase how effective mass media information campaigns are. This
framework is helpful in planning, designing, implementing and evaluating
social media advertising with information sharing as its major objective. It uses
creativity, rather than depending on public service announcements, like in the
past for giving out information.
Social media theory tells that social media plays a major role in the
scope of digital marketing. Certainly, social media has at time been seen as a
tool to increase customer loyalty and increase repeat purchase through
customer retention. Broadly speaking, social media content comprises self-
promotion, value adding and interaction. Producing great content takes time,
skill and creativity. It’s not just making an infographic, social media is incredibly
noisy. Rather than broadcasting corporate messages, brands have the
opportunity to engage customers on an individual basis as well as generate
leads in very target advertising.

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The five advertising theory are the mediation of reality, shifting loyalties,
the magic of meaning, the hidden message and lastly the imitative desire. Ads
are effective when steered with other media and setting which they are
entrenched. First the mediation of reality, apparently, what makes the ads
persuasive is how they utilize the media to elicit world of fictions and that of
actions together and not necessarily the content. Second, ads are effective in
making consumers to shift their allegiance to a particular brand given that they
can use messages packaged in such a way that it psychologically implicates
such a product to negativity. Third, magic of meaning, ads are regarded as a
form of organized magic that conceals the real nature of consumerism hence
affecting social goals and public attitudes. This is demonstrated through the
ability of advertisement to keep away the public from dissatisfied questions.
Fourth, Psychologists argue that advertising is treacherous since it uses
psychology to create hidden messages that are emotionally-loaded. Lastly, the
imitative desire, many theorists have always argued that it is human nature to
the desire of becoming what other people are especially when the other
person is powerful, good-looking or famous. Nevertheless, we should all be in
agreement that ads are essential tools in shaping beliefs and loyalty that
ultimately help in winning loyalty.

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Person using a laptop Online Buying
Satisfied Customer
Figure 2: Framework for Social Media Advertising
This framework shows the connection of social media advertisement to
the customer satisfaction of the people in online buying. The person who is
using a laptop represents the involvement of people through social media
nowadays. Then the next image represent that online buying is becoming
widely influenced through social media advertising so the people or customers
are encourage to buy online because of the creativity and information that are
given and help the customers to know more about the product which they can
easily choose what they want or need. Lastly, if the customers buy a particular
product that was advertised through social media he or she will either be
satisfied or not.
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Definition of Terms
The following terms are defined for clearer understanding of the study.
Advertising. This refers to a visual form of marketing communication
that employs message to promote or sell a product.
Advertising Campaign. Series of related ads that use a single theme
are appeared in different media within a specified time period.
Blog. It is the word that was created two worlds : “web, blog” Blogs are
usually maintained by individual or business with regular entries of content on
a specific topics, descriptions of events, or other resources such as graphic or
video.
Blogger. It is a free blogging platform owned by Google that allows
individuals and companies to host and publish a blog typically on sub-domain.
Direct Message. It is also referred as ‘’DMs’’. They are private
conversations that occur on twitter. Both Parties must following one another to
send a message.
Engagement Rate. It is a popular social media metric used to describe
the amount of interaction- likes, shares, comment – a piece of content
receives.
Facebook. Social media platform was founded by Mark Zuckerberg.
The sites connect with people all over the world and enable to post, share and
engage with a variety of content such as photos and status updates.

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Flicker. This is photo sharing and video hosting websites that was
created by Ludicorp in 2004 and acquired by Yahoo!.
Friends. Is a term used on Facebook to represent the connections you
make and the people you follow. These are individuals you consider to be
friendly enough with you to see your Facebook profile and engage with you.
Follower. In social media setting, a follower refers to a person who
subscribe to your account in order to receive updates.
Hash-tag. It is used on variety of social networks as a way to annotate
a message. Social Networks use hash-tags to categorize information and
make it easily searchable for users.
Instagram. This photo sharing application, let users take photos, apply
filters to the images, and share instantly on the Instamatic network and other
social media networks like Facebook.
Instant Messaging. It is also called as IM. This is a form of real-time,
direct text-based communication between two or more people.
Internet Selling. This refers to the offering of goods and services to
customers over the internet.
Like. It is an action that can be made by a Facebook or Instagram user.
Instead of writing a comment or sharing a post, user can click the like button
as a quick way to show approval.

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Linked-In. It is a business-oriented social networking site over 380
million member ib over 200 countries and territories. It is mainly used for
professional networking.
News-feed. On Facebook, the news feed is the homepage of users
accounts where they can see all the latest updates from their friends. In twitter
the other term of news feed is called ‘Timeline’.
Pinterest. A photo sharing social networks that provides users with a
called "boards" are typically organized by theme. Such as food, drinks, anime,
etc. The users have the ability to pin and re-pin the content.
Promotion. It is a communication link between buyers and sellers. The
function of informing, persuading, and influencing a consumer’s purchase
decided.
Re-tweet. It is when someone on twitter sees your message and
decides re-share it with his/her followers.
Social Media. Forms of electronic communication (such as websites for
social networking) through which users create online communities to share
information, ideas, personal messages and other content (such as videos).
Social Media Marketing (SMM). Form of internet marketing that
utilizes social networking websites as marketing tool. The goal of SMM is to
produce content that the user will share with the social network to help the
company to increase brand exposure and broaden customers reach.

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Tumblr. It is a micro-blogging platform that allows users to post a text,
images, videos, audio, inks, and quotes to their blog. User can also follow
other blogs and report other users’ content to their own blog.
Twitter. It is a real time social networking that allows user to share 140
characters updates with heir following.

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Chapter 3
METHODOLOGY
This chapter aim to identify the suitable research method used in this
study. It focuses on the techniques and procedure of collecting data, the
population and sampling design, the research design, the research
instruments, and the statistical tools and techniques necessary for data
analysis. Specific procedures on how to handle data gathering are
emphasized. Furthermore, the statistical treatments of information and tools
used were stated, identified and enumerated.
Research Design
The researchers used quantitative research to determine the
relationship between one thing [an independent variable] and another [a
dependent or outcome variable] within a population and descriptive research
design to determine the effectiveness of social media on business
advertisement.
Quantitative research focuses on gathering numerical data and
generalizing it across groups of people or to explain a particular phenomenon.
This study tried to analyze the questions and answers on the measurement,
focuses the effectiveness of social media advertising.

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The researchers used the descriptive research design which includes
the description, recording, and interpretation of the data. It aims to describe
the data included in the research and interpret the phenomena happens that is
to be studied. According to Singh (2006), A Descriptive research method
describes and interpret the “what is” without covering “why”. We used
descriptive research design to describe the data, figures, and the phenomena
in the study. It also interprets the data to easily understand.
Context and Participants
The stratified sampling is used in the selection of respondents. The
participants of the study are the Senior High School Students of Caloocan
High School. The researcher chose them because they are relevant to the
study and also as it fits the time frame and resources of the researcher. The
researchers selected 300 respondents to participate in this study. The
sampled respondents will be asked by the researcher for consent and
approval to answer the survey. This study will be conducted as soon as we
finish our survey questionnaire and it was in the Caloocan High School
Campus.
Formula:
s= x² NP (1 – P)_____
d² (N - 1) + x² P (1 - P)
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Where:
s = required sample size
x² = table value of chi-square for 1 degree of freedom at the desired
confidence level (1.96) ²
N = population
P = population proportion
D = the degree of accuracy expressed as proportion (.05)
The table below provides the ideal sample size for a specific population
based on the formula above.

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Figure 3. Ideal Sample Size for Specific Population
The Instrument(s)
This study was design to determine the effectiveness of social media on
business advertising. This research design included specific methodological
procedures that were used in the study; the research data collection
procedures; the specific qualitative measures incorporated into the
questionnaires and the statistical procedures of the analysis used to analyze
the survey results.
A survey questionnaire has been used to gather data and information
from the respondents. The instrument was constructed by the researcher in
consultation with his teacher. The content criterion used in the questionnaire
was based in the statement of the problem.
The instrument consist of four parts: (1) This consist of questions
relating to profile of respondents; (2) This consist of a scale of questions that
will determine the assessment of social media advertising; (3) This consist of
checklist for advantages and disadvantages of social media advertising : and
(4) This is an open ended questionnaire where respondents are to identify the
current social media advertising strategies.

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Data Collection Procedure
The following will be observed to gather the data needed:
Securing Approval. The researchers request the approval of advisers
as well as the approval of students whom they will give the survey
questionnaire. A letter of request will be given as well.
Administration of the instrument. The researchers personally
distribute and conduct a survey questionnaire to the respondents. Before the
respondents answer the questions in the survey questionnaire, the
researchers let them know what is the purpose and objective of their study so
that they can give them clear directions on how to answer their questions and
how it can be of help to the progress of research.
Retrieval of the Instrument. The retrieval of the instrument is
personally undertaken by the researchers. They will conduct a short informal
interview to the respondents to validate their response. This will be use to
gather additional information that they can use to validate the existing data.
Plan for Data Analysis
The data collected are carefully encoded, tabulated, tallied and
subjected to statistical treatment for presentation, interpretation and analysis.

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The tabular method of presentation was done following their descriptive
interpretation and analysis. The data are then treated through the use of the
following statistical methods:
Frequency and Percentage. The percentage and frequency
distributions were used to gather information on the profile of the respondents
and their answers.
On the other hand, percentage was computed by dividing the
frequency with the total number of respondents who participated in the survey.
The formula is presented below:
Formula:
P=F/N (100)
Where:
P= Percentage (%)
F= Frequency
N= Total number of respondents
Weighted Mean. The mean in each items was multiplied by a number
(weight) based on the item's relative importance. The resultant
aggregate/summation was divided by the total number of respondents.

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Formula:
WM= ΣWF
N
Where:
WM= Weighted Mean
W= Weight
F= Frequency
N= Total number of respondents
The weighted means were given qualitative equivalents using the
following set of values:
Weighted Mean and Degree of Approval
Weighted Mean Degree of Approval

4.50-5.00 Strongly Agree
3.50-4.49 Agree
2.50-3.49 Neutral
1.50-2.49 Disagree
1.00-1.49 Strongly Disagree
Ranking. This was used to determine the ordinal ranking of questions
with multiple responses.
The data analysis should or must be based on the research question
and research design. The data is based on the samples information. The
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advantages of having or using survey questionnaire as an instrument is it can
be attained a large number of people and easy to analyze different information
or answers. After the data was collected it will categorized or tallied. And the
results from the data that the researchers collected will be summarized.
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Chapter 4
PRESENTATION AND ANALYSIS OF DATA
This chapter presents, analyzes and interprets the data gathered out of the
instruments used in the study which are presented according to specific
problem. This is the reproduction of the research problems by way straight
presentation of results in relation to research hypothesis and research
questions. The presentation of findings is based on each of the problem.
1. Profile of the Respondents. This part is about the profile of
respondents such as age, gender and strand.
1.1 Age of the Respondents. The table below shows the frequency
rate and percentage distribution of the age of respondents.
Table 1. Age of the Respondents
Table 1 show that ages 17 and 18 have the higher number of
respondents. This contributes 60.33% of the total number of respondents.

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While ages 21 and above have the lowest percentage of respondents which is
2.33% only.
1.2. Gender of the Respondents. The table below presents frequency
and the percentage of the gender of respondents
Table 2. Gender of the Respondents
Table 2 shows the gender of the respondents that was included in the
research. Female respondents contribute 64.67% of the total respondents
while 35.33% only are male.
1.3. Number of respondents per strand. The table shows the
frequency and percentage of the respondents per strand.

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Table 3. Number of Respondents per Strand
Frequency Percentage
ABM 63 21%
GAS 21 7%
HE 41 13.67%
HUMSS 111 37%
ICT 64 21.33%
Table 3 shows that Humanities and Social Sciences strand have the
greater number of respondents which is 37% of the total number of
respondents. Then General Academic Strand is the lowest number of
respondents which is 7% of its total.
2. Effectiveness of Social Media in terms of promotion. The table
shows the ranking of effectiveness of social media in terms of promotion.

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Table 4. Effectiveness of Social Media in terms of Promotion
Frequency
Mean Interpretation
5 4 3 2 1
Customer see business
advertisement on social 183 68 42 4 3 4.41 Agree
media.
Customer use social media
123 102 58 14 3 4.09 Agree
to browse the trends.
Customer can easily choose
a product from social media 48 81 102 52 17 3.30 Neutral
advertisements.
Customers feel convinced
everytime they see social 54 69 102 56 19 3.28 Neutral
media advertisements.
Most of the students think
that social media 64 92 84 40 10 3.43 Neutral
advertisement is better.
The customer prefer using
Facebook than commercials 57 78 112 31 22 3.39 Neutral
in business advertisements.
Social media is more
convenient and cheap to use 87 71 95 30 17 3.60 Agree
in business advertisements.
Social media sites are the
90 96 90 19 5 3.82
Agree
best place to advertise.
Business advertisements in
social media are easy to 102 107 68 17 6 3.94 Agree
locate.
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Table 4 shows the effectiveness of social media in terms of promotion. The
data that the researchers gathered and the table that they interpret states that
social media is effective in promoting a business
3. Advantage and Disadvantage of Social Media Advertisement.
This part is about the advantage and disadvantage of social media
advertisements of respondents such as age, gender and strand.
3.1. Advantages of Social Media in Advertisement. The table shows
the advantages of social media in advertising a business according to the
respondents.
Table 5. Advantages of Social Media in Advertisement

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Table 5 shows the advantages of social media advertisements. The
respondents agreed that social media advertisement helps the consumer in
buying decision and it is effective. This clearly shows 98% of the total
respondents.
3.2. Disadvantages of Social Media in Advertisement. The table
shows the disadvantages of social media in advertising a business according
to the respondents.
Table 6. Disadvantages of Social Media Advertisement

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Table 6 shows the disadvantage of social media that clearly shows 49%
of the respondents agreed that through social media advertisements the
consumer can see reviews from others.
4. Most effective medium of social media. This about the most effective
social medium in advertising that attracts the consumers to buy.
4.1. Social media platform that usually have advertisements. The
table shows the social media platform that usually have an advertisements
online.
Table 7. Social Media Platforms that Usually have Advertisements
F % R
Facebook 144 48% 1
YouTube 94 31.33% 2
Twitter 3 1% 5
Instagram 3 1% 5
Online Shops 46 15.33% 3
Others 10 3.33% 4
Table 7 clearly shows that Facebook is the primary medium that is
usually having an advertisement online. This contributes 48% of the total
respondents. While there is only 1% in Twitter and Instagram that are having
an advertisements online.
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4.2. Social Media platform that attracts to buy a product. The table
shows the social media platform that usually attracts customers to buy a
particular product from advertisements online.
Table 8. Social Media Platforms that Attract Consumers
F % R
126 42% 1
Facebook
65 21.67% 3
YouTube
4 1.33% 6
Twitter
7 2.33% 5
Instagram
69 23% 2
Online Shops
29 9.67% 4
Others
Table 8 shows the social media platforms that attract consumers to buy
a product online. Facebook has the higher percentage which is 42% of the
total population while the lowest is Twitter which attracts only 4% according to
the survey.
4.3. Social Media platform that is consider in buying decision. The
table shows which social media platforms are consider in buying decision.
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Table 9. Social Media Platforms that is Consider in Buying Decision
F % R
Facebook 140 46.67% 1
YouTube 42 14% 4
Twitter 4 1.33% 6
Instagram 16 5.33% 5
Online Shops 54 18% 2
Others 44 14.67 3
Table 9 shows the social media platform that is commonly considered in

buying decisions. Facebook have the highest number of percentage which is
46.67% of the total number of respondents and the lowest is Twitter which has
1.33%.
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Chapter 5
CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the conclusions and recommendations of the
study that we gather from the survey and the data that we analyze, interpret
and tabulated in Chapter 4.
Conclusions
Based on the findings of this study the following conclusions were
drawn.
1. Social media is effective in advertising a business. This can be used as the
main marketing in promoting a business.
2. Social media is effective in terms of promotion. It enhance, attract, and
encourage buyers to buy a particular product online because this is another
way of promoting a business
3. Social media is an advantage in advertising a business. Based on the
answer of the respondents they all agreed that social media can help
buyers to choose a good quality of product.
4. Facebook is the most effective social media medium in advertising and
attracting customers in buying a particular product online.

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Recommendations
Based on the results of the study, the following recommendations are
proposed:
For Business Owner
1. There should be an updated knowledge on the development of their
business as they know the effectiveness of social media advertisement.
2. There should be an enhancing on the product and services based on
the trends and consumer’s demand.
For teachers
1. There should be an additional knowledge on the modern technology
and online advertisements.
For students
1. There should be an updated knowledge on using social media as it is
being use as medium for business advertising.
2. There should be an awareness and attention on the social media and
the advertisement seen on the social media.
For Advertisers
1. There should be an additional knowledge as they innovate or create
advertisement that will be seen on different social media.

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2. There should be an consideration on innovating advertisement that is
related to the trends and consumer’s demand.
For Customers
1. There should be an awareness when looking for a product to buy
depending on social media advertisements.
2. There should be an additional knowledge when buying the product
based on the social media advertisement.
For Researchers
1. There should be an updated knowledge in case that the researcher will
make social media advertisement.
For Future Researchers
1. There should be an additional knowledge as a guide or basis for them
to know more the social media advertisement.
2. There should be an updated knowledge in able for them to find more
sufficient knowledge that they can use in terms of social media
advertisement.
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BIBLIOGRAPHY
Smith, K.Art of Business Maintenance. New York: Springer, 2019
Shankar et.al. "Business needs”, 20 February 2011,www.
businessneeds.com/article/perfect_businessneeds.
Russel.”Social Media advertising”, Philippines:Cebu City, 2012
Apaydin, C. &Seckin,M. (2013) Civilized and Uncivilized Behaviors in

the Classroom:An Example from the Teachers and Students from the
Second Stage of Primary Education. Arkadeniz University
Paquette, H. (2013) Social media advertising. Vol 2. Robert Morris

University. USA
Russel, R. (2012) Advertising a Business of General Emilio Aguinaldo

National High School. Polytechnic University of the Philippines. Manila,
Philippines.
Cri, (2011) Advertising a Business using Social Media Platforms

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Appendices
Appendix A
Request to Conduct Survey
To our dear respondents,
Good Day, can we get a small time from you? In a view of this we
respectfully choose you as one of our respondents to answer the attached
question for the completion of the study.
Please provide your honest response and rest assured that your
answers will be treated with utmost confidentiality.

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Respectfully yours,
Researchers
Appendix B
Survey Questionnaire
I. Name (optional):______________________________________________
Grade and Section:_____________
Age:__________
Gender:_________
II. Based on your self analization. Indicate your answer on how you strongly
agree-5, agree-4, neutral-3, disagree-2 or strongly disagree-1 in each statement
below.
Questions 5 4 3 2 1`
1. I see business advertisement on social

media (facebook, youtube, instagram, etc.)
2. I use social media to browse the trends.
3. I choose easily the product that I want on

social media based on their advertisement.
4. I feel convinced everytime there has an
advertisement that i'd see in social media.
5. Most of the students think that business
advertisement is much better when it use in
social media.
6. I prefer using Facebook than
commercials in looking business
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advertisements
7. Its easy to share business

advertisements.
8. It is convenient and cheap to use social

media sites in advertising business.
9. The social media sites is the best place to

advertise.
10. Business advertisements in social media

sites is easy to locate.
II. Put a check if this corresponds to your answer.
Sentences Advantage Disadvantage

1. Using social media as advertisement will
improve your business.
2. Social media is very popular to
millenials.
3. Using Facebook, you will gain a lot of
attention in your business.
4. Nowadays, people spend more time in
social media.
5. Social media helps us in gaining

feedback from customers.
6. In social media the users has all the

power to avoid the advertisement.
7. Many people nowadays seldom watch
television and listen to radio.
8. Many people has a cellphone rather than
having a television or radio.
9. You can add many advertisement

without spending too much money in
radio than in social media.
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10. Making a television advertisement

requires a lot of effort and money.
III. Answer these questions.
1. What social media platform you usually see advertisement? _________________

2. What social media platform that has advertisement attracts you to buy products?
_____________
3.Which social media sites that advertise products, you had considered on buying
decision?_____________
CURRICULUM VITAE
ENRIQUEZ, MARIE CLARISSE F.

8th Avenue, Caloocan City
EMAIL:
CELLPHONE NUMBER: 09454267633
PERSONAL INFORMATION
BIRTHDAY : June 17, 2002
BIRTHPLACE : Manila
GENDER : Female
RELIGION : Roman Catholic
FATHER’S NAME : Mario Enriquez
FATHER’S OCCUPATION : Househusband
MOTHER’S NAME : Cynthia F. Enriquez
MOTHER’S OCCUPATION : Factory Worker
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EDUCATIONAL ATTAINMENT
SENIOR HIGH SCHOOL : Caloocan High School
Accountancy,
Business and Management
S.Y. 2018-2020
WITH HONORS
JUNIOR HIGH SCHOOL : Caloocan High School

S.Y. 2014-2018
WITH HONORS
ELEMENTARY : Grace Park

Elementary School Main
S.Y. 2008-2014
SIGNATURE
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Senior High School
MACARAEG, CLARIZZE T.
25 M. Hizon St. 10th Ave., Brgy. 63,
Caloocan City
EMAIL: macaraegclarizze023@gmail.com
BIRTHDAY : October 23, 2002
BIRTHPLACE : Manila
GENDER : Female
FATHER’S NAME : Rolando M. Macaraeg
FATHER’S OCCUPATION : Welder
MOTHER’S NAME : Juanita T. Macaraeg
MOTHER’S OCCUPATION : Housewife
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Accountancy,
S.Y. 2018-2020
WITH HONORS

S.Y. 2014-2018
WITH HONORS
ELEMENTARY : Caloocan Central

Elementary School
S.Y. 2008-2014
SIGNATURE
66
Senior High School
MANAHAN, ANGELICA R.
Grace park, 11th Ave. Caloocan City
EMAIL: saguitarius29am@gmail.com
CELLPHONE NUMBER:09100352515
BIRTHDAY : November 29, 2001
BIRTHPLACE : Valenzuela
GENDER : Female
FATHER’S NAME : Erwin S. Manahan
FATHER’S OCCUPATION : Tricycle driver
MOTHER’S NAME : Ernita R. Manahan
MOTHER’S OCCUPATION : Saleslady
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Accountancy,
S.Y. 2018-2020
WITH HONORS

S.Y. 2014-2018
WITH HONORS
ELEMENTARY : Gregoria De Jesus

Elementary School
S.Y. 2008-2014
Scholarship Awardee
SIGNATURE
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OLIVERA, BIANCA MARIE M.

#9 Manggustan road, Potrero Malabon City
EMAIL: oliverabiancamarie@gmail.com
BIRTHDAY : June 8, 2001
BIRTHPLACE : Manila
GENDER : Female
FATHER’S NAME : Roberto I. Olivera
FATHER’S OCCUPATION : Checker
MOTHER’S NAME : Maribel M. Olivera
Accountancy,
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Senior High School

S.Y. 2018-2020
WITH HONORS

S.Y. 2014-2018
WITH HONORS
ELEMENTARY : Potrero Elementary

School
S.Y. 2008-2014
SIGNATURE
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Senior High School
REDONDO,ARIANE JANE P.
233 Farly St. Heroes Del 96 Brgy. 74
Caloocan City
EMAIL: redondoarianejane@gmail.com
CELLPHONE NUMBER:09496691275
BIRTHDAY : January 3, 2002
BIRTHPLACE : Misamis Oriental
GENDER : Female
FATHER’S NAME : Arnold Q. Redondo
FATHER’S OCCUPATION : OFW
MOTHER’S NAME : Shirley P. Redondo
Accountancy,
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Senior High School

S.Y. 2018-2020
WITH HONORS

S.Y. 2014-2018
WITH HONORS
ELEMENTARY : Caloocan Central

Elementary School
S.Y. 2008-2014
SIGNATURE
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Senior High School
ROMERO, JEREMI B.
Bldg. 19 Unit 407 Camarin North
Caloocan City
EMAIL: jeremiromero1@gmail.com
BIRTHDAY : July 2, 2001
BIRTHPLACE : Manila
GENDER : Female
FATHER’S NAME : Joseph A. Romero
FATHER’S OCCUPATION : Deceased
MOTHER’S NAME : Marilyn B. Romero
MOTHER’S OCCUPATION : OFW
Accountancy,
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Senior High School

S.Y. 2018-2020
WITH HONORS

S.Y. 2014-2018
WITH HONORS
ELEMENTARY : Grace Park Elementary

School - I
S.Y. 2008-2014
THIRD HONORABLE MENTION
SIGNATURE
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Senior High School
ROXAS, MARY FATIMA B.

B 14 A L 24 Phase 3c Tulya Alley
Caloocan City
EMAIL: roxasfatima1@gmail.com
BIRTHDAY : July 7, 2002
BIRTHPLACE : Manila
GENDER : Female
RELIGION : Apostolic Christian
FATHER’S NAME : Gervie N. Roxas
FATHER’S OCCUPATION : Tricycle Driver
MOTHER’S NAME : Geraldine B. Roxas
Accountancy,
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Senior High School

S.Y. 2018-2020
WITH HONORS

S.Y. 2014-2018
WITH HONORS
ELEMENTARY : Kaunlaran Elementary

School
S.Y. 2008-2014
SIGNATURE

Effectiveness of Social Media Advertising

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THE EFFECTIVENESS OF SOCIAL MEDIA ON BUSINESS

In Partial Fulfillment of the Requirements in

Ms. Mirasol V. Yolip, PNT

SY. 2019- 2020

This thesis entitled THE EFFECTIVENESS OF SOCIAL MEDIA ON

Ms. Rodaline Guilas Mr. Ronel M. Fariolen

Ms. Mirasol V. Yolip

Accepted in partial fulfillment of the requirements in the Practical

Mrs. Generieve B. Corona

This study is a product of hard work and collaborative efforts of the

helped bring this research to completion.

Ferdinand A. De Leon, Principal of Caloocan High School, for

Marvin A. Santos, Head of Mathematics Department and Focal Person

Generieve B. Corona, Senior high coordinator, for her valuable support

to the researchers of Caloocan High School.

Celeste Elvina. Oral Communication subject teacher, for validating the

Kenth Santos. Creative Writing subject teacher, for his suggestions

and approval of the study.

Mirasol B. Yolip. Practical Research adviser, for her evaluation,

recommendations, and insights that helped the researchers to accomplish the

media in business advertisements. Social media are websites and application

nowadays can affect the business advertisements by posting it on online

customers will convince to buy the product. The examples of business

advertisements are the endorsement of products through internet, television

students of Senior High School at Caloocan High School to know if they

Caloocan High School. Using a stratified random sampling we will conduct a

if social media advertising is effective to them.

2 REVIEW OF RELATED LITERATURE AND STUDIES

4 PRESENTATION AND ANALYSIS OF DATA

Advantage and Disadvantage of Social Media Advertising 50

5 CONCLUSIONS AND RECOMMENDATION

Number Title Page

1 Customer Satisfaction Theory 29

2 Social Media Advertising 33

3 Ideal Sample Size for Specific Population 40

Number Title Page

1 Age of the Respondents 46

2 Gender of the Respondents 47

3 Number of Respondents per Strand 48

4 Effectiveness of Social Media in terms of Promotion 49

5 Advantages of Social Media in Advertisement 50

6 Disadvantages of Social Media in Advertisement 51

7 Social Media Platforms that Usually have Advertisements 52

8 Social Media Platforms that Attract Customers 53

9 Social Media Platforms that is Consider in Buying Decision 54

It includes the background of the study, the statement of the problem,

significance of the study, and scope and delimitation of the study.

Background of the Study

In this society, the development of social media is expanding and

the customers by means of social media.

and share content to participate in social networking. Some examples of social

media sites and applications include Facebook, YouTube, Twitter, Instagram,

Advertisement is a notice or announcement in a public medium

promoting a product, service, and event or publicizing a job, business or a

product and services. Some examples of advertisement are billboards,

sponsorship, in store, brochure, in social media, in newspaper, in radio, in

television and in directories.

Advertising aim to influence the way consumers view themselves and

how buying products can prove to be beneficial to them. The message

conveyed through advertising appeals, influences the purchasing decisions of

customers or consumers. Advertising has the power to persuade, the power to

advertising is seldom achieved in practice, simple because organizations do