Group 5 ABM26 (Macalanda, Mapa, Remulla, Santos, Sapida)

De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL
THE PERCEPTION OF ABM STUDENTS OF DLSU-D ON SOCIAL
MEDIA USED BY THE ONLINE ENTREPRENEURS
AS MEDIUM OF MARKETING
A Research Study Presented to the

Senior High School Department
De La Salle University – Dasmarinas
Dasmarinas, Cavite
In Partial Fulfilment of
The Requirement in Practical Research III
Macalanda, Jeremy L.
Mapa, Elexandrea Thea O.
Remulla, Alliana Jane
Santos, Jasmine Rachel N.
Sapida, Xareena Jane T.
May 2020
i
SENIOR HIGH SCHOOL
APPROVAL SHEET
ii
SENIOR HIGH SCHOOL
ACKNOWLEDGEMENT
The researchers would like to extend their sincerest gratitude for
the help and support of the following people who have given their time and
effort in making this study possible:
First and foremost, to Almighty God who provided resources to
serve as components for the research and for serving as an inspiration to
continue the research.
To Mr. Mark Freud M. Bolima, Chair in Student Research Council,
for his patience and undeniable passion that pushed the researchers to do
their best and go beyond a mediocre output.
To Mrs. Rowena Mabasco Subaran, LPT. MBA, Practical
Research III Teacher, who ceaselessly gave her opinions and honest
criticisms to help in the improvement of each method the research has
been able to surpass and also for conferring with the researchers on how
to construct accurate paperworks.
To Ms. Karen Acal, Research Adviser, for sharing her knowledge
and wisdom to strengthen the structure of this research paper for her
pieces of advice, valuable comments, and support that helped the
researchers in the completion and accomplishment of this study.
iii
SENIOR HIGH SCHOOL
To Ms. Mikaela Yap, Homeroom Adviser, for her unending
willingness to help them improve this study and motivate the researchers
to push through to finish our paper.
To family and friends, who willingly supported throughout this
whole process by giving the love and support and the materials needed in
the making and finishing of the paper.
Finally, to each member who was part of this research project,
without one of the researchers, complications and disparities could have
had occurred. The full completion of this research would not have been
possible without the great minds and hands behind it.
iv
SENIOR HIGH SCHOOL
ABSTRACT
This study was anchored on how the emergence of social media
has changed the way people share information and communicate, has
strengthened social media relationships and engagements, and has
created ways on how to use it effectively. With the introduction of social
media and its rapid growth, it has opened doors for many opportunities
such as building networks online and improving e-commerce. It has
changed how the business market functions.
There are many widely used social media platforms like Facebook,
Instagram, Twitter, YouTube, they have gained attention with online
entrepreneurs to use it to reach their customers. With their own features, it
attracted the online entrepreneurs to use it. With this, the researchers
aimed to know the perception of the ABM Students of De La Salle
University - Dasmarinas on using the social media as the marketing
medium.
Through a self-constructed survey questionnaire that underwent a
process of approval and validation, this study sought to answer questions
about the different social media platforms as a marketing medium. Hence,
respondents chosen were selling and buying on the said sites.
v
SENIOR HIGH SCHOOL
The findings of the study showed that social media platforms are
effective medium to market sellers’ products to the buyers because of its
benefits that helped them adjust with their shift from traditional marketing
to online marketing and cope up to its limitations.
vi
SENIOR HIGH SCHOOL
TABLE OF CONTENTS
Page
TITLE PAGE .......................................................................................... i

APPROVAL SHEET .............................................................................. ii
ACKNOWLEDGMENT .......................................................................... iii
ABSTRACT ........................................................................................... v
TABLE OF CONTENTS ........................................................................ vii
LIST OF TABLES .................................................................................. ix
LIST OF FIGURES................................................................................. ix
CHAPTER
I INTRODUCTION
Background of the Problem .................................................... 1
Conceptual Framework ........................................................... 4
Statement of the Problem ....................................................... 6
Significance of the Study ........................................................ 8
Scope and Delimitation............................................................ 9
Definition of Terms ................................................................ 10
II REVIEW OF RELATED LITERATURES
Conceptual Literature ........................................................... 14
Social Media ......................................................................... 14
Facebook .............................................................................. 16
Online Marketing .................................................................. 18
vii
SENIOR HIGH SCHOOL
Research Literature .............................................................. 20

Synthesis ...............................................................................24
viii
SENIOR HIGH SCHOOL
Page
III METHODOLOGY
Research Design ..................................................................... 28
Sampling Procedure ................................................................ 29
Sampling Technique ................................................................ 30
Data Gathering Instrument ...................................................... 30
Data Gathering Procedure ....................................................... 31
Statistical Treatment ................................................................ 32
IV RESULTS AND DISCUSSION ............................................ 33
V SUMMARY, CONCLUSION, AND RECOMMENDATION

Summary ................................................................................. 45
Findings .................................................................................. 46
Conclusion .............................................................................. 47
Recommendation .................................................................... 48
REFERENCES .................................................................................... 49
APPENDICES ..................................................................................... 60
Questionnaire ........................................................................... 60
CURRICULUM VITAE ........................................................................ 66
ix
SENIOR HIGH SCHOOL
LIST OF TABLES
Table Title Page
1 Scales for Verbal Interpretation ……………………………….. 31
2 Distribution of Respondents' Profile ....................................... 33
3 Reasons in the Utilization of the Social Media as a Marketing
Medium .................................................................................. 35
4 Challenges/ Limitations of Social Media as a Marketing
Medium .................................................................................. 36
5 Reasons for the Utilization of Social Media as a Marketing
Medium .................................................................................. 37
6 Posting Pictures and Videos as a Feature of
Marketplace ............................................................................ 38
7 Status Updates as a Feature of Social Media as
Marketplace ............................................................................ 39
8 Entrepreneurs does to have an effective selling on
Social Media ………………………………………………......... 40
9 Effectiveness of Social Media Marketplace ............................ 41
10 Effectiveness of Social Media as
Marketing Medium .................................................................. 42
LIST OF FIGURES
Figure Title Page
1 Conceptual Framework .......................................................... 5
x
SENIOR HIGH SCHOOL
CHAPTER 1
INTRODUCTION
1.1 Background of the Problem
Online Entrepreneurs use social media as the market place because
of the generation today and everyone has an easy access in internet
whether if they are oldies, millennials, and generation z. Everyone is into it
and it help us to communicate with others, it can be their friends, family, or
costumers that is far from them. According to (Dudejarejia, 2017)
Facebook is at #3 for the most populated online platform with 1.79 billion
active monthly users and as we all know, marketing is the key to success
for any business that is why it has a custom target audience. Facebook
advertising campaigns are built around, and for specific audiences. For
this reason, it enables marketers to upload lists of contacts such as
emails, UIDs, and phone numbers so you can target them with certain
ads. Second is having the maximum visibility at minimum costs because
advertising on social media like Twitter, Instagram and Facebook is a lot
cheaper than Google and YouTube besides as stated in some research, it
shows that consumers spend 90% of time spent on mobile is on apps. The
Brand Awareness ads objective uses a combination of real-time proxy
metrics with both the reach and attention users give to a campaign to
1
SENIOR HIGH SCHOOL
provide brands with maximum exposure. Next is the Consumer
psychology it is one of the biggest advantages of social media is that it
gives everyone a voice that will be heard. That every seller cause to
update or make their products much better. In addition to providing the
ability to share opinions on products or services, it enables users to
endorse businesses within their own community by simply hitting the
“Like” button. Lastly, is the growth of technology being a well-known app
says ad give all the advantages to promote products such as goods or
services.
The challenges and limitations of social media as a marketplace
according to a site (Ni Business Info, 2017) that the time and
resources are the main challenges because setting up and running a page
requires a lot of time investment. You may need a member of staff who
can take on the social media duties and have enough time to manage the
page well and create engaging content. Second is the Skills every staff
member who manages the business page may need training to ensure
they have the right skills. They should be able to plan and create content,
respond to enquiries and complaints, and effectively represent the
business. And lastly, they need a big amount of budget to make the most
of social media platforms, they will probably need to invest in paid-for
2
SENIOR HIGH SCHOOL
advertising. This will require its own budget. The limitation of this is just
basically do not go beyond the policies given that can harm others.
As the effectiveness of the social media being a marketing place said
by (Vukadinovic, 2016) that they need to focus on humanize the business
as it is opposed to more business-oriented networks like LinkedIn, social
media gives you the natural opportunity to humanize your brand. Present
the company as multidimensional by sharing employee centric photos and
other content. Next is share a content that is worth sharing like most
content marketing initiatives, the content should be more about quality
than quantity, put more thought into the variety of content with the
customers that would love to consume and share on their own
pages. Visual content is highly shareable, which means it is more likely to
engage their audience and expand the reach and remember that the main
goal of their social presence is to build an audience and ultimately attract
customers in the business. To do this, they should never spam their
followers with requests to opt into your email communication, free trials,
consultations, etc. Lastly is focus on engaging audience unless all of the
current and potential customers and audience members checks social
media accounts every day, they rely on their news feeds to find content.
So, putting up a business requires a lot of effort and an additional effort is
needed if owners use social media as their marketplace but nevertheless
3
SENIOR HIGH SCHOOL
using different social media platforms are popular and have a great
advantage promoting a product or what the business are up to.
1.2 Conceptual Framework
This study focused on online marketing that includes a wider range
of marketing elements due to the extra channels and marketing
mechanisms available on the Internet. After the researchers determined
the communication pattern that was used, they then aimed to discover
how entrepreneurs found a new way on selling their products and
attracting customers with the emergence of social media. Also, due to the
growth in the popularity of social media as the fastest growing marketing
tool, the researchers aim to determine the effectiveness of the said social
networking site as a marketing medium through the perception of online
entrepreneurs on its marketplace feature.
To determine its effectiveness, the researchers examined the
following: First, is how the online entrepreneurs understood the features of
the social media platforms that fits to be a marketing medium. If the users
were fascinated and motivated by the medium, they have understood its
use in disseminating the message. If the user believes that the medium
modifies or disrupts the message when it is conveyed, therefore the
medium is the message. Second box shows that online entrepreneurs use
4
SENIOR HIGH SCHOOL
the different social media platforms as their online marketing medium
because of its features such as profiles, timeline, posting, likes, comments
and shares.
ONLINE
 PROFILES
MARKETING
 TIMELINE
 POSTING
ONLINE ENTREPRENEUR  Facebook
 LIKES
 Twitter  COMMEN
 YouTube T
 Instagram  SHARES
Figure 1
Conceptual Framework
5
SENIOR HIGH SCHOOL
1.3 Statement of the Problem
With the growth of the popularity of using different platforms as a social
networking site that allows an easy access on information and communication, it
also gave marketers a tool and an opportunity to expand their business and reach
more customers. With this significant phenomenon, this study aimed to
understand social media marketing and the perception of online entrepreneurs on
using social media as a medium on selling their products.
1. What is the profile of the respondents in terms of
1.1. Age
1.2. Gender
1.3. Types of business
2. How likely is it that the respondents would recommend the different social
media sites used as a medium of marketing to a friend in terms of:
2.1. Product Showing
2.2. Product Price
2.3. Product Description
2.4. Product Feature
3. How do the respondents utilize the features of social media in terms of:
6
SENIOR HIGH SCHOOL
3.1. Posting of pictures and videos
3.2. Status updates
3.3. Likes and shares
3.4. Messages and comments
4. How much time does the respondents consume on using the different
social media platforms in terms of:
4.1. Minute
4.2. Days
4.3. Weeks
4.4. Months
4.5. Years
5. How effective is social media as an online marketing platform in terms of:
5.1. Product Showing
5.2. Product Price
5.3. Product Description
5.4. Product Feature
1.5 Significance of the Study
Social media is wide and accessible, through this study the
beneficiaries will have an opportunity to have knowledge on how to sell
7
SENIOR HIGH SCHOOL
their products by using the different sites. The following benefited in this
study:
STUDENTS. Through this research the knowledge of the students may
be expanded and learn more about the idea of how marketplace works.
FUTURE RESEARCHERS. This research may conduct more idea for
the future researchers that will study about the latest information, and the
concept that will emerge in the future.
ONLINE ENTREPRENEURS. This study may help them analyze the
advantages and disadvantages of using the social media in advertising
and selling their products. Also, it may help them realize the benefits of
marketing online.
FUTURE ENTREPRENEURS. This study will benefit the future owners
on how they will manage the possible conflict that they will experience in
using the different social media platforms.
CONSUMERS/CUSTOMERS. This study would help them to have a
better decision of what they should purchase online. It is convenient for
them to know the factors of online marketing and how it affects their
purchasing decisions.
PARENTS. This research can be use guide and learnings for the
parents who mostly use social media to look for a more convenient
product.
8
SENIOR HIGH SCHOOL
ONLINE BUSINESS INDUSTRY. This study will help the online
business industry on how they will improve or manage their business with
the help of the perception of the young people who uses the social media
more often nowadays.
1.6 Scope and Limitations
The researchers focused on online marketing on social media, like
Facebook, Twitter, Instagram, and YouTube. With the changing behaviors
and habits of consumers, marketers have found a new way in reaching
their customers through selling their products online and using social
media as their main medium. As Packet (2013) stated that providing
shopping services on social networks can provide business growth for
retailers due to the diversity of consumers who use social media sites, it
provided opportunities for users to seek for suggestions in an easy and
entertaining way that motivates individuals to pay more attention to the
products promoted on Facebook.
Furthermore, this study was limited to Filipino online entrepreneurs
from different industries, selling apparels, gadgets, food, etc. and who
were aged between sixteen to eighteen (16-18) years old. The reason for
selecting the said target audience was because the respondents showed
outstanding innovation regardless of what was being presented to them.
9
SENIOR HIGH SCHOOL
Millennials are known to be heavily influenced by the trends that affected
them (Ng & Johnson, 2015). They have played key roles in this study, by
means of giving the researchers a good view on how they perceive social
media as an effective medium and how it has influenced them in
promoting their products in the said platform.
1.7 Definition of Terms
For a better understanding of the study, the researchers gave several terms that
were defined conceptually as used in the study.
Consumers. It refers to the person who buys goods and services for
their own use. In this study, this term is used to consider how their purchasing
decisions affect the online entrepreneurs.
Effectiveness. It refers to the degree to which something is successful in
producing a desired result. In this study, the term is used to determine whether
Facebook Marketplace is successful in marketing the products of the online
entrepreneurs.
Facebook. It refers to the social networking web platform that promotes
and facilitates interaction between friends, family and colleagues. In this study,
this term refers to the social media that the online entrepreneurs use.
10
SENIOR HIGH SCHOOL
Instagram. It is an online photo sharing service. It allows you to
apply different types of photo filters to your pictures with a single click,
then share them with others. While is a rather basic service, Instagram's
simplicity has helped it gain widespread popularity.
Internet. It refers to the large system of connected computers around the
world that allows people to share information and communicate with each other.
Internet in this study is considered a limitation that hinders a smooth transaction
between the online entrepreneurs and the consumers.
Likes. It tells you about the popularity of a given post, follows
indicate a higher level of investment, meaning users want to see more of
your content on a regular basis.
Comment. It is something that you say which expresses your opinion of
something or which gives an explanation of it.
Marketing. It refers to the action or business of promoting and selling
products or services, including market research and advertising. In this study, this
term is used on how online entrepreneurs sell and advertise their products.
Marketplace. It refers to a place for people to discover, buy and sell
items listed on Facebook within their local community. Marketplace in this study
11
SENIOR HIGH SCHOOL
is considered as a term which refers to the section in Facebook that served as the
marketing medium of the online entrepreneurs.
Medium. It refers to the means of effecting or conveying something such
as a channel or system of communication, information, or entertainment. In this
study, it refers to the Facebook Marketplace that online entrepreneurs use to
market their products.
Millennials. It refers that the generation of people born during the 1980s
and early 1990s. Millennials in this study are considered as a term which refers to
the respondents of the study.
Online entrepreneur. It refers to the person who sets up a business or
businesses, taking on financial risks in the hope of profit. Online entrepreneurs are
the respondents of this study.
Posting. It is a piece of writing, image, or other item of content published
online, typically on a blog or social media website.
Profiles. It is where the information about a person's life, work, interests,
etc. on a social networking website.
Shares. It is to have or use something at the same time as someone else.
To have the same feelings, ideas, experiences, etc. as someone else share
something.
12
SENIOR HIGH SCHOOL
Timeline. It is where you share your photos, posts and experiences on
Facebook. On your timeline you can add a cover photo, edit your personal
information.
Twitter. It is a free social networking microblogging service that
allows registered members to broadcast short posts called tweets.
YouTube. It is a video sharing service that allows users to watch
videos posted by other users and upload videos of their own.
CHAPTER 2
REVIEW OF RELATED LITERATURE
13
SENIOR HIGH SCHOOL
This chapter presents the review of conceptual and research
literatures, and synthesis.
Conceptual Literature
Social Media
More than half of the world's 50 richest people have made their
fortunes on the Internet. Various people have taken to the rush of internet
gold after the web has become commonly used in our lives. Nonetheless,
regardless of the fact that this world is critical, its effect is real. Individuals
live in a structured society that makes wasted opportunities and
contributes to advertising advancement. (Yang, November 2014).
The Internet has been incredibly amazing, a revolution in
technology, and when people talk about social media, it is useful to
companies and businessmen, and in addition to vast in previous years, it
is incredible modern. Use social media to strengthen their interaction with
the customer has been mainstreamed for companies. By using machines,
social networking seems to make friends (Shabbir et al, 2016).
The explosion of the trend of social media is as scientific as it is,
the pace at which it evolves throughout the world. Companies have
14
SENIOR HIGH SCHOOL
recognized social media marketing as a marketing platform, using them to
control their advertising campaigns with the help of social media with the
elevation. Business has entered social media, and it speaks about
advancing the prospect of extending what companies can sell to
individuals and connect with consumers (Neti, 2011).
The explosion of the trend of social media is as scientific as it is,
the pace at which it evolves throughout the world. Companies have
accepted social media marketing as a marketing platform, using them to
manage their advertising campaigns with the aid of social media with the
elevation. Business has entered social media, and it speaks about
advancing the prospect of extending what companies can sell to
individuals and connect with consumers (Neti, 2011).
Social media is the most feasible for customer-interfacing products
and may be in a modern wonder that has changed the way the business
environment functions (Mukolwe&Korir, 2016). The medium for social
interaction is social media (Neti, 2011).Social media offers a platform for
individuals to communicate with others through the use of the Internet and
a multitude of services. It gathers, integrates, separates data and
information and can exchange within seconds (Yang, 2014).
15
SENIOR HIGH SCHOOL
Social media means "crowds ' wisdom" to collaboratively combine
information. Social media can take on various features such as photos,
videos, message boards, web gatherings. It also speaks devices that use
words to blend creativity and social interaction (Neti, 2011).
Every day, social media faces opportunities as well as obstacles.
Social media can make a distinction, it promotes sales, but it does make a
difference after the sale to meet the consumers. For marketers, social
media is important because it can save time, it is cheap, and feedback
with the seller is possible (Nygren, 2012).
Facebook
Facebook is the biggest platform among all social media. To date,
more and more people use Facebook as a great medium for interaction
between customers and companies. For marketers, it appears to have
great opportunity to advance their business and showcase items on
Facebook, it also gives great opportunity for marketers to reach costumers
all over the world. (Yang, 2014)
Mark Zuckerberg said that Facebook was not intentionally to be a
company. It was built to achieve social interactivity – to make the world
connected more often. Facebook plays a vital part within the social media
world and it has entered into each person's lives. Agreeing to Facebook,
16
SENIOR HIGH SCHOOL
more than three million businesses have been actively promoting in it and
more than fifty million little businesses have been utilizing free pages in
their stage.
Moreover, all users can share their information through Facebook,
with the help of this information, marketers can target what users like.
Facebook has a lot of features that can help a marketer through their
business online. Also, marketers can use Facebook as a tool to reach
awide audience for their products (Urbanek, 2012; Neti, 2011).
These days, the marketplace has allowed entrepreneurs to post their items
in their timelines. But Facebook has moved forward and arranges offers, centering
on what the users want to establish for their product. It is Facebook who wants to
improve their online community experience.
It is clear that Facebook needs openings with the online selling community
for businesses. Few businesses can presently list items on Marketplace. In the
event that all goes well, Marketplace will certainly open up to all businesses.
These Marketplace extensions will permit businesses to reach more users. New
target audiences comprise users who shop specifically through the Marketplace
because the extended presentation opens up to a modern way of promoting
through the user’s timeline or page.
17
SENIOR HIGH SCHOOL
Online Marketing
Businesses, marketers, and consumers are seeing the appearance of virtual
social media. Numerous business are presently turning to social arrangement as a
beneficial communication tool that people can use and can stride their online
presence, within the form of promotion. To accomplish success with their online
promoting they need to post attractive and compelling products to their timeline.
(Jagongo and Kinyua, 2013).
Social media markets have gradually outshined traditional marketing. The
rise of the Internet users and its appealing features have made people around the
world come together. People spend more time on social media sites than daily
broadsheets, television, radio, and other traditional media (Aryal, 2012). The
advertiser in traditional marketing tries to discover its customers through daily
paper, television, and phone calls while social media finds its customer through
the help of the search engines.
As a result, utilizing traditional marketing is time consuming and
expensive to handle compared to social media where marketers do not have to pay
expensive fees to advertise their products (Evans, 2008). When selling online,
marketers need to advertise their products and deliver it well so that the
consumers will come back again. Therefore, they are increasing awareness to the
consumer to have more information of the product (Kumar, 2017).
18
SENIOR HIGH SCHOOL
The aim of marketing is to build and maintain their consumer by creating
and improving their quality of products. Social media marketing is the most
recent in promoting concept and each business needs to know how social media
can create esteem for their business. Social media marketing is not simply
approximately hitting other social media site, it is considered and logical to get
the business power, the brand within the consumer or person who reads (Neti,
2011).
The part of the social media in marketing is to utilize it as a
communication instrument that creates the business available to those who are
curious with their items or product, it also makes them noticeable to people who
do not know about their products. It is supposed to utilize a tool that makes their
brand and makes a connection that they never increase (Neti, 2011).
One way of promoting it is through advertising. According to Integrated
Marketing Communication (IMC), it is an approach to arrange communications
that give small businesses a way to encourage better marketing strategies for
campaigns and diminish marketing costs. Integrated campaigns utilize the same
communication tools to support each other and advance the marketing successful.
People can publicize to raise attentiveness of a product to know how people can
produce the sales of the business.
19
SENIOR HIGH SCHOOL
Advertising may be the central mode and of the foremost conventional and
spreading of marketing modes. The objective of publicizing is to widen the
information about the businesses administration, items that they selling, and the
brand title (Kotler & Keller, 2006). There are different strategies of advertising to
spread to the target readers or audiences, such as print ads, booklets, leaflets,
billboards and other means of advertising that people can see (Chang, 2005).
Research Literature
Facebook
Facebook is a stage on the Internet, which gives fundamental organizing
administrations, it is possible to create your own profile and network others user.
Facebook empowers each user to put through each detail of their product on their
profile and timeline and participate in real conversation. The conversation can be
verbal and non-verbal through the use of texts, photos, drawings, pictures, videos,
and etc. (Nygren, 2012).
In addition, Facebook has been one of the leading and rapidly developing
online networks. There is a possibility to attract new clients, build online
connections and utilize Facebook as an internet promoting communication
channel. With its greatly focused marketing features and its smooth capacity to
spread information across each other, Facebook gets to be an important marketing
place for marketers' these days (Nygren, 2012).
20
SENIOR HIGH SCHOOL
The function of the social media in marketing, is to utilize communication
to their products and makes them noticeable to those who are not aware of their
products. It ought to be an instrument for people to recognize their brands and
make a connection. They want the full trust of the customers to buy their products
(Neti, 2011).
In addition to what Neti (2011) said, social media effectively served
another consumer activity, essentially building brands awareness. Though, trends
are presently changing towards utilizing social media for a helpful impact sales.
Social media gives marketers on how they can communicate with their clients and
potential consumers.
When Facebook Marketplace was introduced in 2016, it was little
more than an online garage sale. Instead of buying and selling through
user-created Facebook groups, anyone could list a product on the
Marketplace and connect directly with potential customers in their area.
Over the past few years, Facebook Marketplace has grown in
popularity and is now used by 800 million people in 70 different countries
every month. Facebook is an important tool for brands who are interested
in selling their products to targeted audiences. Previously only available as
a peer-to-peer shopping marketplace, Facebook Marketplace has
expanded to include merchant selling.
21
SENIOR HIGH SCHOOL
Facebook Marketplace is a place for people to discover, buy and
sell items. By listing on Marketplace, you can reach buyers where they
already are. Retailers on Marketplace will be able to get their brand and
products into the marketplace. Facebook Marketplace surfaces products
relevant to consumers, helping your business find the right customers.
This helps ensure that your product is being seen by the right audience,
ultimately resulting in an increased opportunity that the interaction will lead
to a purchase.
Instagram
Instagram was launched in October 2010 and now has over one
billion accounts that share more than 95 million photos and videos every
day. 70% of Instagram users have spent time searching for a brand on the
platform. Instagram allows you to promote your brand and product in a
friendly, authentic way without hard selling to your customers. Instagram
can also help you grow your brand awareness and introduce new
products.
Instagram is an online photo-sharing, video-sharing and social
networking service. It is increasingly being used by businesses as a
marketing tool. Instagram allows you to take a photograph and record a
22
SENIOR HIGH SCHOOL
video on your mobile device and instantly push the content out to other
social media channels, such as Facebook, Twitter, Tumblr and Flickr.
Twitter
These people visit the channel from all over the world, looking for
the latest news and updates from their favorite brands. That means that if
you’re not already active on Twitter, you could be missing out on some
serious leads. When you know your business goals, you’ll begin to
develop more actionable targets for your social strategy.
Twitter is all about creating a two-way channel of communication
with your audience. It’s important to create content that encourages your
audience to engage with your Tweets. You also need to make sure that
you’re engaging with people who are Tweeting about your brand
individually. If someone mentions your brand or responds to a Tweet,
make sure someone is responsible for responding to their message in a
timely fashion.
A lot of businesses use Twitter as a way to field support questions.
Some of the advantages of using twitter when doing business is that it
reaches a wide audience, Twitter has a large user base, which could
include your potential customers. Using hashtags can help you reach an
audience interested in a particular topic or in a particular location. Second
23
SENIOR HIGH SCHOOL
is that deliver customer service, the platform allows direct two-way
communication with your customers. Because it’s a public interaction, if
you do it well it shows your business in a positive light. Third is brand
identity, being on Twitter can help communicate your brand ethos and
personality. This should help your business appeal to your target
audience. Fourth is Feedback, Twitter can be a useful resource for
gathering feedback from customers. Lastly is Cost, It is free of charge to
set up a Twitter account. While paid ads are available, many businesses
see benefits from organic posts and interactions.
Synthesis
As the years progressed, we have encountered a big change on how we
interface and connect with one another. With the introduction of the Internet,
network have been brought online, making individuals' lives simpler and easier. It
served as a place where users surround a enveloped set of instruments that
enabled individuals to share data, team up on ventures on the web and make
social and business connections.
Social media became the most important breakthrough from the Internet.
It facilitated the creation and sharing of data and thoughts through social
networking services. Online social networks have gone beyond informatics and
media for it has widened new kinds of interactions that enabled new kinds of
24
SENIOR HIGH SCHOOL
relationships that allowed ease of gathering information and communicating with
others at a very low cost. Since social media gives a simple access and is free, it
reaches all demographics and supports two-way communication.
With the development of the popularity of social media as one of the best
medium of communication and information, businesses and marketers have seen
how to utilize it as a vehicle in reaching out to their potential and existing
customers and giving another approach to shop. According to Fruhling and
Digman (2000), the adoption of the Internet can enable a business expands its
customer and market base, and this makes a contribution towards the business’
growth strategy. The Internet can also facilitate a business to expand its scope and
extending its main business through market penetration and improvement or
product development. When businesses join social networks, consumers can
interact with them, giving them the opportunity to communicate with them one-
on-one. They can also increase their brand awareness through engaging their
customers on social media.
As marketers are always searching for tools, social media acts as a means
for them to broaden their marketing campaigns and help them reach and develop
as large as possible a partnership with their audiences. It is possible to recognize
the effectiveness of social media as a marketing tool through its successful use.
This created a great opportunity for companies to use it as a customer service
25
SENIOR HIGH SCHOOL
platform as social media facilitates two-way communication. It has been an ideal
platform for direct communication between companies and consumers, through
scope and cost reduction while offering advantage areas for customers.
Social media marketing means setting up business by paying attention to
social media sites. It acted as a bridge between businesses and consumers while
providing a personal platform and networking and social media focused on users.
Social media marketing has become a modern technology that enables more
private and targeted communication; and stronger and more effective customer
engagement in marketing data production.
The promotion through these media has also become important as more
customers use social media and rely on them for marketing shopping decisions.
Customers ' role has changed and tracking how they engage with online ads to
create successful campaigns for social media marketing is important. Online
networking demeanors can affect how people use social media; and the favorable
attitude of the consumer towards social media marketing has changed marketing
preferences. The new media and the new marketing paradigm arose from the
effects of changes in consumer behavior.
26
SENIOR HIGH SCHOOL
CHAPTER 3
METHODOLOGY
This chapter presents the research design, respondents of the
study, data gathering instrument, data gathering procedure, statistical
treatment, and software methodology.
Research Design
The researchers chose quantitative research design since it
focuses on gathering numerical data and generalizing it across groups of
people to explain a particular phenomenon. Through conducting
quantitative research study, the relationship between the variables is
determined, emphasizing objective measurements and the statistical,
mathematical or numerical analysis of data questionnaires and surveys
27
SENIOR HIGH SCHOOL
with a population (Labaree, 2009). The intention of quantitative research
was to find out what factors affected the respondents in using social media
as a medium in marketing products. A quantitative approach is best in
identifying factors that influence an outcome and understanding its best
predictors. Respondents of the study were forty (40) ABM Students
studying in DLSU-D who were between the ages of sixteen to eighteen
years old (16-18). They were selected as the participants for this study
because these entrepreneurs have been known as millennials, part of the
Generation Z. The Generation Z are believed to be technology enthusiasts
and opt to use the internet or the new media as their source of information
and entertainment, therefore getting more knowledge about the new
media and related current trends. In addition, they were the respondents
of the study because the researchers wanted to know their different takes
on how they utilized social media with the different goods offered. Having
a diversity of goods made study more reliable and helped measure the
extent to which such perceptions affected individual behaviors and
attitudes.
Sampling Procedure
Non-probability sampling is a sampling technique in which the
researchers select samples based on their subjective than random
28
SENIOR HIGH SCHOOL
selection (Bhat, 2018). The respondents are mostly hands on when it
comes to social media platform and accessible most of the time. The
researchers used the purposive type of non-probability sampling and its
convenient sampling type to the chosen respondents, where samples
were selected from the population only because they were a long running
business, having the validity of data of a company, and have different
types of criteria to the researchers like, they have easy access to answer
the survey and convenience. However, since gathering of the initial data
become easier, that doesn’t mean the respondents are the only intended
representation of our population. In otherwise, the result is generalized.
The researchers chose forty (40) respondents who have been actively
buying or seeing products and services posted or advertised on different
social media platforms.
Sampling Technique
A purposive sample is a non-probability sample that is based on
characteristics of a population and the objective of the study (Crossman,
2018). The respondents of this research were purposely selected. The
researchers set the criteria for choosing the respondents. Respondents
must be ABM Students in De La Salle University - Dasmarinas aged
sixteen to eighteen (16-18) years old.
29
SENIOR HIGH SCHOOL
Data Gathering Instrument
The instrument used to gather data for this study was a survey
encompassing measurement procedures that involved asking questions of
respondents. A survey questionnaire was the research instrument used in
gathering the data needed. It was a pre-defined series of questions used
to collect information from the population selected to answer the survey
questions. The respondents were given questions and were asked to
check the boxes that corresponded to their answers, which in turn
corresponded to their level of agreement.
Below is the scale used to interpret the verbal interpretation of the
weighted mean:
Table 1
Scales for Verbal Interpretation
Scale Verbal Interpretation
5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree
30
SENIOR HIGH SCHOOL
Data Gathering Procedure
The researchers of this study gathered related literatures from
several research databases. Scholarly articles and books online were
used to support the given and to analyze the variables involved in the
study. The questionnaire was checked and approved by the researchers’
professor in Communication Research. The implementation of the survey
were made after the validation of questions. The researchers chose forty
(40) respondents who were aged sixteen to eighteen (16-18) years old
and were actively buying or seeing products and services on social
media. The online entrepreneurs were messaged through Messenger.
Then once the respondents agreed, the survey forms were sent to them
through a Google survey link. The data gathered in the survey were
classified and analyzed by the researchers. Furthermore, a statistician
checked and validated the data, then applied the statistical treatment, and
advised how data should be presented.
Statistical Treatment
Mean was used to determine the average response of the
respondents regarding their level of agreement on their perception on the
use of social media as a marketplace. Ranking was used to indicate the
order of the respondents’ answer for each item based on the computed
31
SENIOR HIGH SCHOOL
mean. Frequency refers to the number of times or frequency with which a
score occurred. To produce the frequency tables, categories were
constructed which included all the scores were gathered from the survey
and reported all the number of scores that fell in each category (Treadwell,
2011). Hence, the researchers sought for frequency and percentage.
CHAPTER 4
RESULTS AND DISCUSSION
This chapter displays the presentation, analysis, and interpretation of
the data in this study.
1. Profile of the Respondents
The profile of the respondents was determined in this study. The profile
variables are awareness of social media, usage of social media, different
types of social media marketing, and buying on social media. This data is
essential in determining the perception of ABM students on Social Media
Marketplace as a Medium.
Table 2
32
SENIOR HIGH SCHOOL
Distribution of Respondents’ Profile
Variable Frequency Percentage
Are you aware of social

media being used as a
marketing medium?
Yes 158 99.4
No 2 1.3
Do you have any social

media accounts?
Yes 158 99.4
No 2 1.3
What social media

platform do you usually
see online shops?
Instagram 110 69.2
Facebook 95 59.7
Twitter 45 28.3
YouTube 31 19.5
Have you tried to buy

something in social
media?
Yes 141 89.8
No 16 10.2
33
SENIOR HIGH SCHOOL
As shown in Table 2, that 158 or (99.4%) out of 160 respondents
are aware of social media being a marketing medium, and only 2 or
(1.3%) answered no, these results same goes to the question no.2 of
respondents having a social media account.
With regards to the social media platforms they know, Instagram
first place with one hundred ten (110) respondents, and followed by
Facebook, with ninety-five (95) respondents, while twitter place as third
with forty-five (45) respondents, lastly YouTube got thirty-one (31)
respondents.
For the question have you tried to buy something in social media
one hundred forty-one (141) respondents answered yes while the
remaining sixteen (16) respondents answered no.
2. Reasons for the Utilization of Social Media as a Marketing Medium
Table 3 exhibits the reasons why the respondents think
entrepreneurs used social media as their marketing medium.
Table 3
Reasons for the Utilization of Social Media as a Marketing Medium
Items Frequency Percentage Rank
34
SENIOR HIGH SCHOOL
In demand 56 35.2% 2
It is free 50 31.4% 4
Easy access 52 32.7% 3
More convenient 68 42.8% 1
For this table, respondents chose what is the reason why
entrepreneurs use social media as their marketing medium. It shows that it
is more convenient (42.8%) and in demand (35.2%) are the top 2 reasons
why they use social media to sell their products. Followed by it is easy
access (32.7%) and it is free (31.4%). This table shows that selling or
advertising the goods on social media is more convenient than the
traditional way of marketing goods.
These results were supported by Fruhling and Digman (2000) who
said that the adoption of internet can help a business increase its
customer.
3. Challenges and Limitation in Utilizing Social Media as a Marketing
Medium
Table 4 displays the challenges and limitations in using social
media as marketing medium.
35
SENIOR HIGH SCHOOL
Table 4
Challenges/Limitations of Social Media as a Marketing Medium
Lack of Internet 60 37.7% 1
Lack of Knowledge 41 25.8% 3
Lack of Resources 38 23.9% 4
Full of Competition 55 34.6% 2
As to the challenges and limitations in using social media as a
marketing medium, the lack of internet was the top answer of (37.7%) of
the respondents. Second in rank was full of competition with (34.6%). In
the growing competition of online entrepreneurship, it is inevitable to
monitor factors that affect potential customers during their purchasing
decisions. Followed by lack of knowledge (25.8%) and Lack of resources.
Table 5
Reasons for the Utilization of Social Media as a Marketing Medium
Less Expense (Rent, Water, Etc.) 40.3%
To reach more Costumers 64 50.9% 2
To receive feedbacks 81 25.8% 1
More business opportunities 41 22.6% 3
36
SENIOR HIGH SCHOOL
55 4
Table 5 shows the results as to why the entrepreneurs used
Facebook Marketplace instead of traditional marketplace. To reach more
costumers as the top answers with the eighty-one (81 or 50.9%) These
results were supported by Fruhling and Digman (2000) who said that the
adoption of the Internet can help a business increase its customer and
market base and this makes a contribution towards the business’ growth
strategy. Since social media reaches all demographics, it provides a huge
opportunity for the sellers to reach more potential customers. Moreover,
Urbanek (2012) wrote that Facebook is a free app that people can access
easily and it appeals to young generation today .
Table 6 Shows why do entrepreneurs think about promoting their
products thru social media.
Table 6
Posting Pictures and Videos as a Feature of Marketplace
To advertise my products 39.6%
To prove my products are 63 32.1% 1

legitimate
51 26.9% 2
37
SENIOR HIGH SCHOOL
To sell more products

46 3
To reach more potential
customers 35 22% 4
Advertising their products as the top answers with sixty-three (63 or
39.6%) respondents. And to prove their products were legitimate as
second with fifty-one (51 or 32.1%). Advertising is essential for
businesses to reach a wider audience coverage and to establish brand
credibility (Brad, 2013). Advertising deeply affects the customers’
perception on the product, which will eventually influence their purchasing
decisions. Adding to that, customers base their decisions on reviews, on
how legit, trustworthy and credible the goods and services are
(Macdonald, 2014).
Table 7 shows how do they influence costumers to buy their products.
Table 7
Status Updates as a Feature of Social Media as Marketplace
38
SENIOR HIGH SCHOOL
By advertising the product’s 84 52.8%

52.8% 1
foremost potential
48 30.2%
By posting past customer’s
32
48 30.2%
20.1% 2
reviews
27 17%
By selling out special edition 32 20.1% 3
products
By giving out special 27 17% 4

discount/promos
The top answer from eighty-four (84 or 52.8%) of the respondents
utilized the status update feature by advertising the products foremost
potential. This was followed by posting past customers’ reviews from
forty-eight (48 or 30.1%) of the respondents. The results proved the
findings of Newberry (2018) which revealed that Facebook is a key
marketing platform that has micro-targeting features that allow you to
reach your exact target audience based on demographics, location,
interests, and even behaviors, which means it is easier for the marketers
to reach their audiences and advertise their products.
5. Effectiveness of Social Media as Marketing Medium
Table 8
Entrepreneurs does to have an effective selling on social media
39
SENIOR HIGH SCHOOL
Create post that engage people to

share the content. 74 46.8% 1
Use eye-catching photo. 63 39.9% 2
Update post consistently. 36 22.8% 3
Post reviews of past customers. 25 15.8% 4
For these table respondents choose what is the cost effective way
of selling on social media and it shows that creating post to engage people
with (46.8%) and using of eye-catching photo with (39.9%) are the top 2
ways of an effective selling on social media, followed by updating post
consistently having (23.8%) and lastly is post review of customer that have
(15.8%) responds. This table shows that the best way to have an effective
selling is to create a post that may engage people to share the content.
Table 9
Effectiveness of Social Media Marketplace
Increase on sales. 68 43% 2
40
SENIOR HIGH SCHOOL
Good feedback/ reviews. 70 44.3% 1
Page/site becomes popular. 59 37.3% 3
Increase customer-seller 30 19% 4

relationship.
The respondents were asked to select the measure of effectiveness
of utilizing Social Medium Marketplace to sell the products. Table 10
shows that having good feedback/reviews (44.3%) and the increase in
sales (43%) presented the effectiveness of social media in marketing the
products of the online entrepreneurs. According to Pinkham (2014), the
customers’ feedbacks/reviews influence purchasing decisions, which
means the more positive the reviews are, the more it is attractive to more
potential customers. Willas (2018) agreed that from a steady stream of
positive reviews, businesses can build trust and credibility. And next to
that is the page/site becoming popular with (37.3%), Increase customer-
seller relationship by having (19%) responses.
Table 10
Effectiveness of Social Media as a Marketing Medium
Items Weighted Mean Verbal Rank
41
SENIOR HIGH SCHOOL
Interpretation
Social media is 4.15 Effective 5

an effective
medium in
marketing
products.
Social media 4.23 Very effective 3

provides more
options for
businesses.
Social media is 4.33 Very effective 3

easy to use in
promoting and
selling products.
Social media 4.10 Effective 1

has influenced
changes on
ABM students.
I have adapted 3.93 Effective 6

to the shift of
traditional
marketing to
online
marketing using
social media
marketplace as
the medium
itself.
I can fully utilize 3.93 Effective 4

the features of
social media in
42
SENIOR HIGH SCHOOL
marketing
products.
I can cope up 4.10 Effective 8

with the
limitations of
online
marketing on
social media.
I can interact 3.93 Effective 8

wisely through
messages.
I can analyze 4.28 Very effective 7

how the
feedback really
means to
consumers.
4.11 Effective
Table 10 displays the effectiveness of Social Media Marketplace as
a Marketing Medium, as chosen by the respondents. The social media is
easy to use in promoting and selling products was the top answer with a
weighted mean of 4.33 and a verbal interpretation of Very Effective. This
was followed by how the feedback really means to the consumers, with a
weighted mean of 4.28 and a verbal interpretation of Very Effective. In
third place – social media provides more options for businesses and
weighted mean of 4.23 and a verbal interpretation of Very Effective.
43
SENIOR HIGH SCHOOL
However, three (3) items tied in the lowest place – Utilizing the
features of social media in marketing products, has adapted to the shift to
online marketing, and can cope with the limitations of online marketing.
These had a weighted of 3.93 and a verbal interpretation of Effective.
Social Media Marketplace features can help the SHS students in
DLSU-D to know the wide range of choices to people with the help of it.
Social Media has given life to Marketplace that permits people to find and
offer items within the area. This can be Social Media’s endeavor to control
the peer to peer offering that as of now exists on Social Media
Marketplace, for it has open as it were to people, which may require new
business to adjust their industry in order to remain competitive (Freeman,
2017).
CHAPTER 5
SUMMARY, CONCLUSION, AND RECOMMENDATION
44
SENIOR HIGH SCHOOL
This chapter represents the summary, findings, conclusion, and the
recommendation of the study.
Summary
This study intended to analyze the Perception of DLSU-D Senior
High School students in online marketplace as their marketing medium. A
self-constructed questionnaire was used to examine the responses of
(100) one hundred Senior High School students in DLSU-D aged sixteen
to nineteen (16-19) from same strand of ABM. The data were treated
statistically through Frequency percentage and Weighted Mean.
Specifically, it answered the following questions:
1. What is the profile of the respondents?
2. How likely is it that respondents would recommend the online
marketing to a friend?
3. How do the respondents utilize the features of social media?
4. How much time does the respondents consume on using social
media?
5. How effective is social media as online marketing platform?
45
SENIOR HIGH SCHOOL
Findings
The following findings were gathered from the data gathered:
1. Majority of the respondents were aware that social media is being
used as a marketing medium. Aside from that, majority of the
respondents usually encounters online marketing in the Instagram
app rather than the Facebook app.
2. The main reason why the respondents thinks that the entrepreneurs
uses social media as a marketplace is that it is more convenient than
the traditional way of selling goods and services. Also, with the
present generation, it is more in demand rather than actually buying
stuffs to the physical stores or kiosks.
3. The lack of internet was the primary challenge and limitation faced by
an entrepreneur when it comes to online marketing. Second is that
when it comes to marketing online, you’ll be having a lot of
competition most especially when the goods you are selling is in
demand by a lot of consumers.
4. Majority of the respondents thinks that using different social media
platforms would help the entrepreneurs to reach more customers.
With the use of those social media platforms, it would the
entrepreneurs to promote their product by advertising it where it can
46
SENIOR HIGH SCHOOL
be seen by millions of people. They influence customers to buy their
products by advertising the product’s foremost potential.
5. As a marketing medium, the said features of social media platforms
have been effective in helping engage customers by offering
interesting contents and with that they could have a good feedback
and reviews from their customers and possibly the major increase in
sales.
Conclusion
1. The social media Marketplace has been beneficial to online
entrepreneurs because it fit their marketing medium. It has been an
effective way to sell and advertise their products.
2. Filipino online entrepreneurs, many of whom are Millennials or gen z,
are fascinated by the emergence of social media and used the
opportunity to find new ways to sell their products. social media
Marketplace has created a new space for both sellers and customers
to have more convenient transactions.
Recommendation
47
SENIOR HIGH SCHOOL
1. The entrepreneurs who are selling online can maximize its features
by promoting their products. As long as they know their target
market, plus the advantages and disadvantages of using this
platform, they will reap the benefits and use it to expand their
marketing strategies.
2. Students that can help the online entrepreneurs to
share their products and pages because they are the ones who are
fully active on Facebook. However, they should be smart in
choosing legitimate entrepreneurs like on social media marketing.
3. Future researches similar to this study can be done to encourage
future researchers to come up with different approaches in relation
to online marketing platforms.
48
SENIOR HIGH SCHOOL
REFERENCES
Advertismint.com (2017), Facebook Marketplace is Allowing Businesses

to Sell on its Platform. Retrieved from
https://www.advertisemint.com/facebook-marketplace-is-allowing
businesses-to-sell-on-its-platform/?fbclid=IwAR09EnOY2eK2f
Wt90XfwGPugybwp0vc1ARpoNX4cUN9dGvKHqNA2DWvyLCM
Al- heeti A., (2018), Facebook Marketplace is used in 70 countries, by

800 million people monthly. Retrieved from
https://www.cnet.com/news/facebook-marketplace-is-used-in-70
countries-by-800-million-peoplemonthly/?fbclid=IwAR1itGc_HC6i
_kWa34hMYUrsDt9oAF6YqMvftL h1JmtJdaZ1gkhOhWjVqNM
Al-Sadani, A. (2015). How Effective is Social Media as the Main Marketing

Tool for Small and Medium-Sized Enterprises. Akpan, C. and
Nwankpa, N. (2015). Influence of Facebook Advertisement on the
Buying Behaviour of Students of a Nigerian University. Volume 5,
Number 7.
Animalz. (2016). How Pwerful is "Free" in Facebook Advertising?.

Retrieved Online: adespresso.com/blog/how-powerful-is-free-in
facebook-advertising/
Aravind (2016), Facebook Marketplace All You Need To Know, Retrieved

from https://around.io/blog/facebook-marketplace-all-you need-
toknow/?fbclid=IwAR3gEfa7T_wViBSpk823wDOOFC8Y8Sn
FO3w4WWP2Ior1Afb-64ZFhqquadc.
Arnold A., (2017), 4 Ways Social Media Influences Millennials' Purchasing

Decisions. Retrieved from https://www.forbes.com/sites/andrew
49
SENIOR HIGH SCHOOL
arnold/2017/12/22/4-ways-social-media-influences-millennials
purchasing- decisions/?fbclid=IwAR1jvP1qo-RG7arUdfOeXC2Ncu
UoP1DGb6hSAboTpHKP4btBilHHYsKP4UQ#511831ee539f
Aryal et.al (2012), A Case Study of Facebook Marketing Approaches of

Two Indian Companies. Retrieved from https://www.scribd.com/
107173423/Facebook-Marketing
Bashar & Ahmad, (2018). Effectiveness of Social Media as a Marketing

Tool: An Empirical Study. Retrieved From https://www.academia
https://www.academia.edu/2948659/EFFECTIVENESS_OF_
SOCIAL_MEDIA_AS_A_MARKETING_TOOL_AN_EMPIRICAL_
STUDY. Vol.1 Issue 11
Bhat, Adi (2018). Non-Probability Sampling: Definition, Methods, and

Examples. Retrieved from https://www.questionpro.com/blog/non
probability-sampling/?fbclid=IwAR09FUKBjuHD2Cm6zabOsOfFTex
B4gxu9Mqr-0No6HnMj6P-OAPhewhT2zI
Brad., (2013). Why is Online Advertising so Important. Retrieved Online:

http://greensboroseo.net/online-advertising/why-is-online advertising-
so-important/ Bucko, J., (2018). Online Shopping: Factors that affect
purchasing behaviour. retrieved Online:
https://www.tandfonline.com/doi/full/10.1080/23311975.2018.15357
51
Business Queensland (2016), Tips for Marketing successful marketing

through Facebook. Retrieved from https://www.business.qld.gov.au/
running-business/marketing-sales/marketing-promotion/online-
marketing/facebook/tipsfbclid=IwAR2VmXapXPvVC7WgDqt4GS9f
1m9GUOkbml-UuSo4BH962hbEOVOqPPJrivY
50
SENIOR HIGH SCHOOL
Cohen D., (2017), Stats and Milestones From Facebook’s Q3 2017

Financial Results. Retrieved From https://www.adweek.com/ digital/
facebook-q3-2017/?fbclid=IwAR3QefejIAthRjfqKWFzohzMQVGxig
dNhWnaWkt2UgEUczPd7Z79EfHmDgM.
Constine J., (2018), Facebook Finally Monetizes Marketplace with ads

from users and brands. Retrieved From https://techcrunch.com/
2018/06/06/facebook-marketplace-ads/?fbclid=IwAR10t9x9EeN
ws0dT84ydZVqO21pBDrNTnR3iczNeI CV0PMFCUYUNc_if2YM.
Consumers, Online Available, https://marketbusineddnews.com
Chang, (2005). Imagery Fluency and Narrative Advertising Effects.

Retrieved From https://www.researchgate.net/publication/25262
9497_Imagery_Fluency_and_Narrative_Advertising_Effects.
Crossman, Ashley (2018), Understanding Purposive Sampling: An

Overview of the Method and Its Applications. Retrieved from
https://www.thoughtco.com/purposive-sampling-3026727
Divya, S. and Regi, B (2014). An Empirical Study on Effectiveness of

Social Media as a Marketing Tool, ISSN: 2347-3215, Volume 2
Number 3, pp. 163-168
Dowta, A. (2011). How Entrepreneurs use Social Networks in their

Business. ISSN: 1401-4084
Dunay & Kruenger et.al, (2010). Social Media Use, Social Capital, and
Political Participation among Nigerian University Students. Retrirved
From https://www.researchgate.net/ publication/314878 785.
51
SENIOR HIGH SCHOOL
Edosomwan (2011). The History of Social Media and its Impact on

Business. https://www.researchgate.net/profile/Simeon_Edosom
wan/publication/303216233_The_ history_of_social_media_and_its
_impact_on_business/links/57fe90ef08ae56fae5f23f1d/ The-history -
of-social-media-and-its-impact-on-business.pdf
Effectiveness. (2018). Online Available,

https://en.oxforddictionaries.com/definition/effectiveness
Evans et.al (2008). Evaluating the Impact of Social Media on Traditional

Marketing. Retrieved From https://www.theseus.fi/
bitstream/handle/10024/46954/Nekatibeb_Tesfaye.pdf?sequence =1
Facebook, Online Available,

https://www.techopedia.com/definition/4941/facebook
Facebook.com/Business (2018), Why Advertise on Facebook. Retrieved

From https://www.facebook.com/business/help/205029060038706?
_rdc=1&_rdr
Fernandez et.al, (2007). Technology Mediated Service Encounters.

Retrieved From https://books.google.com.ph/books?id=QkiCD
wAAQBAJ&pg=PA11&dq=fernandez+2007+facebook+introduce+
marketplace&hl=en&sa=X&ved=0ahUKEwid7MHws-HfAhVTEXA
KHYC5AI8Q6AEIKjAA#v=onepage&q=fernandez%202007%20
facebook%20introduce%20marketplace&f=false
Fernandez, N. Effectiveness of Social Networking Sites in Marketing.

Retrieved From www.iosjournal.org ISSN: 2279-0845. pp 72-76
52
SENIOR HIGH SCHOOL
Fowdar, R. (2013). The Implications of Facebook Marketing for

Organizations. DOI: 10.7903/CMR.9710. Volume 9 Number 1, pp. 73-
84
Freeman B., (2017), Will Facebook Marketplace Be the Next Ecommerce

Retrieved From Heavyweight?https://www.entrepreneur.com/
article/286543?fbclid=IwAR2RtMW_YiW5TFNquoSMNA8Tiz68e5g
RN0C0blILOl0pnIBcYkUbQ3dmasc.
Froget, J. et al. (2013). A Uses and Gratification Perspective on Social

Media Usage and Online Marketing. Retrieved From
https://www.idosi.org/mejsr/mejsr15(1)13/18.pdf DOI:10.5829/
idosi.mejsr.2013.15.1.2127
Gangadharbatla, H. (2008). Facebook Me: Collective Self-Esteem, Need

to Belong, and Internet Self-Efficacy as Predictors of the
iGeneration’s Attitudes toward Social Networking Sites. Journal of
Interactive Advertising, 8, 5-15. Retrieved From https://doi.org/10.
1080/15252019.2008.10722138.
Gingerich M., (2017), Metrics to Measure the Success of your Facebook

Marketing. Retrieved From https://www.mikegingerich.com/blog/
metrics-to-measure-the- success-of-your-facebook-marketing/?
fbclid=IwAR3ARRXfdBiyxsx8yFdreztAqLCjb7F1aeeYw1WSm4_
nYTloTnOmnzWNfb4
Handayani, P. and Lisdianingrum, W. (2011). Impact Analysis on Free

Online Marketing Using Social Network Facebook: Case Study SME's
in Indonesia. ISBN: 978-979-1421-11-9 Heath, B. (2018), How to
Advertise in Facebook Marketplace: What Marketers Need to Know.
Retrieved From https://www.socialmedia examiner.com/how-to-
53
SENIOR HIGH SCHOOL
advertise-facebook-marketplace-what marketers-need-to-know/?
fbclid=IwAR02TZQCXvak_LQ5qZ7Ebum
FPTa85lPTteaFo4Q_fstUnjVdsOhWUHlUz5s.
Heath, D., (2017). What are the Positive Effect of the Internet on
Business. Retrieved Online: https://bizfluent.com/info-8236794-
positive effects-internet-business.html
Integrated Marketing Communication (IMC). Retrieved From

https://repository.up.ac.za/bitstream/handle/2263/24225/02chapter2 .p
df
Internet, Online Available, https://www.igi-global.com/dictionary/ict

healthcare-closer-look-role/15369
Jones and Rowley (2011). Entrepreneurial Marketing in Small Businesses

a Conceptual Exploration. Retrieved From https://www.research gate
net/publication/254108072_Entrepreneurial_marketing_in_
small_businesses_A_conceptual_exploration
Kotler & Keller, (2006). Marketing Management. Retrieved From http://

socioline.ru/files/5/283/kotler_keller_-_marketing_management_
14th_edition.pdf
Ku M., (2016), Introducing Marketplace: Buy and Sell With Your Local
Community. Retrieved From https://newsroom.fb.com/news/2016/
10introducing-marketplace-buy-and-sell-with-your-local-community/
Kumar A.K. (2017), Ten comparisons between traditional selling Vs online

selling. Retrieved From https://yourstory.com/mystory/0f7bc4d81a -
ten-comparisons- between-traditional-selling-vs-online-selling ?
54
SENIOR HIGH SCHOOL
fbclid=IwAR0qZLXq2OgMyOQQPCeDTyv2hAyo5pkKb5TTdRngM
ekQQPEEWn9aPxoK-bM
Labaree, (2009). Organizing Your Social Sciences Research paper:

Quantitative Methods. Retrieved from
libguides.usc.edu/writingguide/quantitative?fbclid=IwAR04DKXIWI
omiLahzsQrIcGEtYal3PBQWp46zpHh9RzMWePXttDV3Ukj1v8
Lachance G., (2013), Top 10 Must Read Tips to Run a Successful

Facebook Business Page. Retrieved From https://www.social
lmediatoday.com/ content/top-10-must-read-tips-run-successful
facebook-business page?
fbclid=IwAR1IxWomFbV4u6WmKpTwCj6YEZoXFtHs848l01f
MVkXhuhZQ2a3ArtHGodI, Retrieved: May 11, 2013.
Lazarri, Z., (2019). The Effects on Business on Consumer Behavior.

Retrieved Online: https://smallbusiness.chron.com/effects business-
consumer-behavior-73788.html
Liu D., (2018), Marketplace Turns Two: Introducing New AI Features and
More. Retrieved From https://newsroom.fb.com/news/2018/10/
marketplace-turns- two/
Macdonald M., (2013), 10 Ways Ecommerce Brands Can Increase traffic

and Sales With Facebook. Retrieved From https://www.shopify.com
/blog/10298641-10-ways-ecommerce-brands-can-increase-traffic and-
sales-with-facebook?fbclid=IwAR2n0itrQKFl2I0XfrqXGw87P
XnSb9ta_LHsvzlFPyAnkvPi0djRzfyqhpI
Marketing, Online Available,

https://en.oxforddixtionaries.com/definition/marketing
55
SENIOR HIGH SCHOOL
Marketplace, Online Available, http://wwwpocket

lint.com/apps/news/facebook/139045-what-is-facebook marketplace-
and-how-can-you-use-it-to-buy-and-sell
Medium Theory, Online Available,

https://communicationtheory.org/mediumtheory/
McLuhan, M., (1967), Medium Theory. Retrieved from

https://www.utwente.nl/en/bms/communication-theories/sorted-by
cluster/Mass-Media/Medium_theory/
Medium, Online Available, https://www.meriam

webster.com/dictionary/medium
Millennials, Online Available, https://www.livescience.com/38061

millennials=generation-y.html
Mukolwe, E. and Korir (2016). Social Media and Entrepreneurship: Tools,

Benefits, and Challenges. A Case Study of Women Online
Entrepreneurs on Kilimani Mums Marketplace on Facebook. Volume
6, Number 8
Naylor, T.J. (2017), How Full-Time Sellers Can Use Facebook

Marketplace to Reach More Consumers. Retrieved From https://www.
socialmediatoday.com/social-networks/how-full-time- sellers-can use-
facebook-marketplace-reach-more- consumers?fbclid=IwAR
1JouSeLyLvU-bLX3r3M6jigJ3GdZBAEA2KIdd2ax
yvAiwOYgN__Poeww
Neti, S. (2011). Social EMdia and Its Role in Marketing. Retrieved From
www.ijecbs.com ISSN: 2230-8849, Volume 1
56
SENIOR HIGH SCHOOL
Newphry M., (2010), Lessons From 10 of Best E-Commerce Facebook

Success Stories. Retrieved From https://www.gorilla360.com.au/
blog/facebook-success- stories?fbclid=IwAR079oojjXo2-4jg1YCo
UNSBct0486qLzVHKQ0eQN2sp9HzMq2-h_P3dgYQ
Nygren et.al, (2011). How to set up Facebook Groups for Pages.

Retrieved From https://www.socialmediaexaminer.com/how-to -set-
up-facebook-groups-for-pages/
Online Entrepreneur, Online Available,

https://en.oxforddictionaries/definition/entrepreneur
Online Marketing, Online Available,

https://www.entreprenuer.com/article/43024
Olson P., (2018), Meet The Woman Building Facebook's eBay-Killer,

Retrieved From https://www.forbes.com/sites/parmyolson/2018/
01/29/facebook-marketplace-ebay-craigslist/?fbclid=IwAR1- EA7wi
t6InTKEpgcVmMWXjtxGdusx6X1C9vAKhuKaJEjeOWAeJOd
zYTQ#1503fb602c2a
Pahwa, A. (2017), Everything you need to know about Marketplace.

Retrieved From https://www.feedough.com/facebook- marketplace/ ?
fbclid=IwAR3FDpvXRjKd8xV1_D-ATXMndMZd3c1wCVVXmNqaK
q_IOZmus-h-ZNEa4O8
Paquette, H. (2013). Social Media as a Marketing Tool: A Literature

Review.
Perception, Online Available

https://dictionary.cambridge.org/dictionary/english/perception
57
SENIOR HIGH SCHOOL
Peters, B. (2019). Facebook Marketing. Retrieved from:

buffer.com/resources/facebook-marketing-2019
Pickard White-head G., (2017), 14 Benefits to Using the Growing

Facebook Marketplace for Your Business, Retrieved From
https://smallbiztrends.com/2017/08/selling-on-facebook
marketplace.html?fbclid=IwAR1JouSeLyLvU-bLX3r3M6jigJ3GdZ
BAEA2KIdd2ax-yvAiwOYgN__Poeww
Pinkham, R., (2014). 90% of Consumers Say Online Reviews Impact

Buying Decision and Other Hot Topics. Retrieved Online:
https://blogs.constantcontact.com/do-customers-trust-online reviews/
Porterfield A., (2010), 4 Proven Steps to Facebook Page Success.
Retrieved From https://www.socialmediaexaminer.com/4-proven-
steps- to-facebook-page-success/?fbclid=IwAR1WtmZdzBrRcIo
ShMG3yucgY_wUW3nRE8m_3ho6lOoa7bpIfUL47wJMlk
Salkhordeh, P. (2010). An Exploratory Content Analysis of the Use of

Facebook in the Lodging Industry
Scherer, J., (2019). 52 Timeless Facebook Marketing Ideas for the Data
Driven Marketer. Retrieved from:
blog.wishpond.com/post/115675437140/facebook-marketing-ideas
Sehl K., (2018), All Facebook Demographics that Matter to Social Media
Marketers. Retrieved From https://blog.hootsuite.com/facebook
demographics/
Sehl K., (2019). Facebook Marketplace: A Comprehensive Guide for

Marketers. Retrieved from: blog.hootsuite.com/facebook marketplace
58
SENIOR HIGH SCHOOL
Social Media, Online Available

https://www.oxfordreference.com/view/10.1093/acref/97801918030
93.001.0001/acref-9780191803093
Smith B. (2017), The Marketer's Guide to Marketplace, Online Available:

https://adespresso.com/blog/facebook- marketplace/?fbclid= IwAR
20870EUFZAMv2U7y9fGyGkoYif8VcZm n2y0e1f55aMvY9dJoaa5
VZT_-o
Suomela, A. (2015). Facebook Marketing Tactics in Marketing the Online

Store
Trend, Online Available, https://www.macmillandictionary.com/thesaurus

category/british/words-used-to-describe-changes
Threatt, S. (2009). Facebook and the Ideal Social Marketplace: A Study of

the Marketing Benefits of Social Media Practices
Weedmark, D., (2019). Benefits for Businedded Using the Internet.

Retrieved Online: https://smallbusinesses.chron.com/benefits
businesses-using-internet-322.html
Willas, S., (2018). 7 Reasons Online Reviews are Essential for your
Brand. Retrieved Online: https://mention.com/blog/online-reviews/
Yang (2014). Using Facebook for Marketing. Retrieved From https:// www.
theseus.fi/bitstream/handle/10024/79115/Di_Yang.pdf? sequence =1
Zephoria Digital Marketing (2018), The Top 20 Valuable Facebook

Statistics. Retrieved From https://zephoria.com/top-15-valuable
facebook-statistics/?fbclid=IwAR1GhrLZMWkrOkLWFFFaK4P_
fBb7fRxk_m9z9KrLrbvT1E3vTBZkB4z2wC0
59
SENIOR HIGH SCHOOL
APPENDICES
SURVEY QUESTIONNAIRE
I. Demographics
Name:
Grade and Section:
Age:
Gender:
Female Male
1. Are you aware of social media being used as a marketing medium?
Yes
No
2. Do you have any social media accounts?
Yes
No
3. What social media platform do you usually see online shops?
Instagram
Facebook
Twitter
Youtube
4. Have you tried to buy something in social media?
Yes
No
5. Why do you think entrepreneurs use social media as a marketplace?
In demand
It is free
Easy access
60
SENIOR HIGH SCHOOL
More convenient
6. What do you think are the challenges/limitations of an entrepreneur using social

media as a market place?
Lack of internet
Lack of knowledge
Lack of resources
Full of Competition
Others: _________
7. Why do you think entrepreneurs use social media?
Less Expense (Rent, Water, Etc)
To reach more costumers
d To receive feedback
More business opportunities
Others: _____________
8. Why do you think that entrepreneurs promote their product thru social media?
To advertise my products
To prove my products are legitimate.

To sell more products.
To reach more potential customers
9. How do they influence costumers to buy their products?
By advertising the product’s foremost potential.
By posting past customer’s reviews.
61
SENIOR HIGH SCHOOL
By selling out special edition products. (depending on the month)

By giving out special discount/promos.
10. What do you think entrepreneurs does to have an effective selling on social media?
Create posts that engage people to share the content.

Use eye-catching photo.
Update posts consistently.
Post reviews of past customers.
11. How can they measure the effectiveness on social media?

Increase in sales.
Good feedback/reviews.
Page/site becomes popular.
Increased customer-seller relationship.
62

Group 5 ABM26 (Macalanda, Mapa, Remulla, Santos, Sapida)

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Group 5 ABM26 (Macalanda, Mapa, Remulla, Santos, Sapida)

Uploaded by

Copyright:

Available Formats

De La Salle University - Dasmariñas

SENIOR HIGH SCHOOL

THE PERCEPTION OF ABM STUDENTS OF DLSU-D ON SOCIAL

MEDIA USED BY THE ONLINE ENTREPRENEURS

A Research Study Presented to the

The researchers would like to extend their sincerest gratitude for

effort in making this study possible:

First and foremost, to Almighty God who provided resources to

serve as components for the research and for serving as an inspiration to

continue the research.

To Mr. Mark Freud M. Bolima, Chair in Student Research Council,

their best and go beyond a mediocre output.

To Mrs. Rowena Mabasco Subaran, LPT. MBA, Practical

criticisms to help in the improvement of each method the research has

to construct accurate paperworks.

To Ms. Karen Acal, Research Adviser, for sharing her knowledge

pieces of advice, valuable comments, and support that helped the

researchers in the completion and accomplishment of this study.

To Ms. Mikaela Yap, Homeroom Adviser, for her unending

to push through to finish our paper.

To family and friends, who willingly supported throughout this

the making and finishing of the paper.

Finally, to each member who was part of this research project,

without one of the researchers, complications and disparities could have

possible without the great minds and hands behind it.

This study was anchored on how the emergence of social media

strengthened social media relationships and engagements, and has

created ways on how to use it effectively. With the introduction of social

such as building networks online and improving e-commerce. It has

changed how the business market functions.

Instagram, Twitter, YouTube, they have gained attention with online

entrepreneurs to use it to reach their customers. With their own features, it

aimed to know the perception of the ABM Students of De La Salle

University - Dasmarinas on using the social media as the marketing

Through a self-constructed survey questionnaire that underwent a

process of approval and validation, this study sought to answer questions

about the different social media platforms as a marketing medium. Hence,

respondents chosen were selling and buying on the said sites.

effective medium to market sellers’ products to the buyers because of its

to online marketing and cope up to its limitations.

TITLE PAGE .......................................................................................... i

Research Literature .............................................................. 20

V SUMMARY, CONCLUSION, AND RECOMMENDATION

1.1 Background of the Problem

Online Entrepreneurs use social media as the market place because

of the generation today and everyone has an easy access in internet

whether if they are oldies, millennials, and generation z. Everyone is into it

and it help us to communicate with others, it can be their friends, family, or

costumers that is far from them. According to (Dudejarejia, 2017)

Facebook is at #3 for the most populated online platform with 1.79 billion

this reason, it enables marketers to upload lists of contacts such as

ads. Second is having the maximum visibility at minimum costs because

advertising on social media like Twitter, Instagram and Facebook is a lot

cheaper than Google and YouTube besides as stated in some research, it

shows that consumers spend 90% of time spent on mobile is on apps. The

Brand Awareness ads objective uses a combination of real-time proxy

provide brands with maximum exposure. Next is the Consumer

psychology it is one of the biggest advantages of social media is that it

update or make their products much better. In addition to providing the

ability to share opinions on products or services, it enables users to

endorse businesses within their own community by simply hitting the

“Like” button. Lastly, is the growth of technology being a well-known app

says ad give all the advantages to promote products such as goods or

The challenges and limitations of social media as a marketplace