THE EFFECTIVENESS OF UTILIZING SOCIAL

MEDIA AS A PLATFORM IN THE PROMOTION OF

BUSINESS

Submitted by:
Katherine Paula V. Busita
Joseph F. Lapso
Hary D. Mengullo
John Peter B. Orlanda
The Use of Self-Learning Module and Level of Stress of ICT Grade 11 Students
of ACLC Commonwealth, S.Y. 2020-2021

A Research Paper

Presented to

The Faculty of ACLC Commonwealth

In Partial Fulfillment

of the Requirements of the

Senior High School Program

 by

Jane M. Miraflor
Katherine Paula V. Busita
Joseph F. Lapso
Hary D. Mengullo
John Peter B. Orlanda
ICT Grade 11
April 2022

NOTE: THE SAME PAGE WILL BE COPIED ON THE COVER OF YOUR RESEARCH
DOCUMENT/ HARDBOUND/SHORT SIZE/COLOR

A P P R O V A L S H E E T

In partial fulfillment of the requirements of the Senior High School

Program, this Research entitled The Effectiveness of Utilizing Social Media as a
Platform in the Promotion of Business has been prepared and submitted by Katherine
Paula V. Busita, Joseph F. Lapso, Hary D. Mengullo, and John Peter B. Orlanda who is
recommended for Oral Examination.

JANE M. MIRAFLOR
Research Coordinator

Approved by the Committee on Oral Examination with the grade of ________ on

__________ .
JANE M. MIRAFLOR CAROLINE L. BANCORO
Member Chairperson

Accepted in partial fulfillment of the requirements of the Senior High School Program.

____________________ CAROLINE L BANCORO

Date of Oral Examination School Director

A C C E P T A N C E S H E E T

This research hereto attached, entitled The Effectiveness of Utilizing Social

Media as a Platform in the Promotion of Business prepared and submitted by Katherine
Paula V. Busita, Joseph F. Lapso, Hary D. Mengullo, and John Peter B. Orlanda in
partial fulfillment of the requirements of the Senior High School program is hereby
accepted.

JANE M. MIRAFLOR
Research Coordinator
 Accepted in partial fulfillment for the requirements for the Senior High School
program.

CAROLINE L. BANCORO
School Director

ABSTRACT

The Use of Self-Learning Module and Level of Stress of Grade 11 ICT Students
of ACLC Commonwealth, S.Y. 2020-2021

Katherine Paula V. Busita

Joseph F. Lapso
Hary D. Mengullo
John Peter B. Orlanda

The purpose of this study is to improve matter business owners figure out which right

social media channels they should use to grow their business. There are many sellers
that want to start a small business but don't know how to build it. We gave the essential

ways they can build their business using solely social media in the study research, such

as recognizing the proper platform, what methods to utilize for beginners in business,

and small business marketing opportunities.

ACKNOWLEDGMENT

I’d like to express my deepest thanks to our subject teacher Ms. Jane M. Miraflor as well

as our School Director Ms. Caroline L. Bancoro who gave me and my group the golden

opportunity to do this wonderful research project on the topic The Effectiveness of

Utilizing Social Media as a Platform in the Promotion of Business.

 TABLE OF CONTENTS

TITLE
PAGE………………………………………………………………………………………………
………………………………….…… i
APPROVAL
SHEET……………………………………………………………………………………………
…………………....…………. ii
ACCEPTANCE
SHEET……………………………………………………………………………………………..
………………………... iii

ABSTRACT………………………………………………………………………………………
……………………………………………… iv

ACKNOWLEDGEMENT…………………………………………………………………………
………………………………………... v
CHAPTER

1. THE PROBLEM AND ITS

BACKGROUND………………………………………………..………………………

Introduction……………………………………………………………………………………

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

Theoretical
Framework……………………………………………………………………………………
Conceptual Framework
…………………………………………………………………………………………………

Hypothesis………………………………………………………………………………………

Assumptions……………………………………………………………………………….

Scope and
Delimitation………………………………………………………………………………….

Definition of
Terms…………………………………………………………………………………………

2. REVIEW OF RELATED LITERATURE AND STUDIES (Presented topically)

Review of Related
Literature……………………………………………………………………………………

Review of Related
Studies…………………………………………………………………………………………

3. RESARCH METHODOLOGY (State and describe each)

Research
Method………………………………………………………………………………………

Research
Locale…………………………………………………………………………………………
Respondents of the
Study……………………………………………………………………………………………….
.

Research
Instrument………………………………………………………………………………………

Data Collection
Procedure……………………………………………………………………………………

Sampling Method……………………………………………………………………………

Statistical Treatment of Data……………………………………………………………….

4. PRESENTATION,ANALYSIS AND INTERPRETATION OF DATA (presentation

of data in tables and in paragraphs, analysis of data, and interpretation of data)

5. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary (Summarize the research)………………………………………………………..

Findings (based on data gathered)…………………………………………………………

Conclusions (based on Findings)……………………………………………………………

Recommendations (based on Conclusions)………………………………………………..

BIBLIOGRAPHY…………………… ………………………………………….
 APPENDICES………………………………………………………………………

CURRICULUM VITAE…………………………………………………………………

CHAPTER 1
THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

The epidemic began in 2019, and it affected a large number of people, including

students and employees. Many workers lost their job as a result of social media, and as

a response, they began to utilize social media to earn money, even if it was only in tiny

amounts. They sell it through social media, such as posting on Instagram and Facebook

Live selling. A lot of things changed in our professional lives in 2021. Our default

meeting room is Zoom, and webinars are a regular occurrence. The most significant

change, though, was how social media became our go-to window for learning, finding

new job opportunities, and growing our businesses. It only goes to illustrate how crucial

social media marketing is.

BACKGROUND OF THE STUDY

Websites that connect millions of individuals who share a common interest or hobby are

called social. The Internet has given the world a lot of possibilities, making it easier for

business owners to bring their products and services to a wider audience. Businesses

used social media to promote their content in order to increase website traffic and,

potentially, sales. In marketing and building consumer relationships, social media is

critical. Small businesses are starting to use social media as a marketing tool since the

barrier to entry is low. Many small businesses, unfortunately, struggle to use social
media and have no strategy in place. As a result, innumerable opportunities are missed

due to a lack of fundamental knowledge of the benefits of social media and how to use it

to engage customers. The goal of this study is to gain a basic understanding of how a

small business that is known for using social media to build its business uses it to

engage customers.

STATEMENT OF THE PROBLEM

It described the problem or issue need to the leading for the study.

Problem statements have three elements :

1. What are the potential disadvantages via social media?

1.1. Recognizing the Correct Platform

1.2. Poor Internet Connection

1.3. Scammers

1.4. Identity Theft

2. How useful is social media in the business world?

3. What is the benefit of business using social media?

 SIGNIFICANT OF THE STUDY

We the Researchers should publish our research so that common business owners and

other marketers have the courage to sell and introduce their product using social media

platform. The contribution of social media marketing to society it allows marketers to

connect, communicate and interact with potential customers wherever they are. With a

strong social media strategy and the ability to create engaging content and advertising,

marketers can engage their customers or audience.

This study is conducted to benefit the following :

Online Sellers

So that they understand what to do when starting a business, and support them

to sell using social media.

Business Companies

Companies can also be encouraged to use social media to promote their

business to further facilitate the provision of their services to a wider audience.

 THEORETICAL FRAMEWORK

Despite the widespread use of social media for business purposes, academic research

on social media marketing strategy is limited, and organizations rely on intuition or trial

and error to implement their social media marketing strategies. This research presents a

thorough methodology for identifying and categorizing strategic social media marketing

actions. The conceptual framework encompasses both transactional and relationship

marketing actions. This study also examines the impact of social media marketing

strategy and strategic activities on the marketing organization theory, as well as the

impact of social media on the notion of marketing organization. The research provides

useful theoretical insight into social media marketing actions and the implementation of

social media marketing strategies in businesses. The research also reveals some

information concerning.
 CONCEPTUAL FRAMEWORK

above shows that social media marketing is dependent with social media platforms

social media marketing starts with the use of social media platforms such as Facebook,

Instagram, Twitter,and other website to promote the business products and services

affect the marketing strategy, profit and sales, as well as return of their investments and

increase of the number customers patronizing their products and services.

Overall, social media marketing is a way of business owner to engage with consumers

to further expand their business and connect with existing,potential and good

customers.
 ASSUMPTIONS

      In other words, it is an act of faith which does not have empirical evidence to

support it.

These following statements are assumed by the researchers:

1. Social media is helpful for online sellers

2. Online sellers often fail to make sales

3. Online sellers use different platforms

SCOPE AND DELIMINATION

Scope

The purpose of this present study is to investigate the effectiveness of social media

marketing on individuals attitudes and perceptions. More specifically, this study will

examine the perceptions of social media marketing and to help audience on how

effective boosting their product in social media will be Although several researches that

have been conducted on the effects of social media marketing on financial gains, the

study’s interests are specifically geared towards the examined effects of the use of

social media on brand awareness and customer loyalty, which essentially could lead to

an increase in business revenue. The study will be conducted via asking on social
media presence of businesses with participants being students, relatives and closed

friends.

Delimitation

The researcher chooses to only evaluate individuals between the ages of 15-28.

The study is limited only to individuals that reside in BAGONG SILANGAN QUEZON

CITY. Each of the respondents are given a questionnaire consisting of 3 inquiries to

answer.

We have 10 respondents

DEFINITION OF TERMS

       For the purpose of clarification, the important terms used in the study have been

defined.

Social Media – This is what online merchants and business owners use to sell a product

and provide a service to customers in any country.

Social Media Marketing – Strategy used by online merchants to connect with their

audience to generate brand, increase sales, and drive website traffic.

Products – an article or substance that is manufactured or refined for sale.

Profit – a financial gain, especially the difference between the amount earned and the

amount spent in buying, operating, or producing something.

Online Business – is a business conducted entirely on the Internet.

CHAPTER 2

Review of Related Studies and Literature

REVIEW OF RELATED LITERATURE AND STUDIES

   A review of related literature (RRL) is a detailed review of existing literature related to

the topic of a thesis or dissertation. It is about studying or reviewing existing works

carried out in your study research field.

SMAL BUSINESS USING SOCIAL MEDIA PLATFORM AND MARKETING

STRATEGIES

    According to Cox, Sarah (2012), it was essential that small businesses understand

Today’s social media driven environment. They should also know the some strategies

behind
Using social media such as Facebook and Twitter for growing their small business and

to reach their target markets. However, many small businesses did not have a strategy

when they began using social media.

           The research was conducted to acquire an initial understanding on how small

businesses were recognized or promoted for using social media to grow their business,

and increased their customers and sales.

         Social media enables business owner to communicate with customers in order to

build relationships and achieve a better understanding of customer needs. Businesses

want their message to reach as many people as possible. To maximize this reach, a

business must have a presence where customers are hanging out. Increasingly, they

are hanging out on social media sites(Halligan, Shah, & Scott, 2009). Social media

provides multiple opportunities for small businesses to market to consumers and build

closer and more profitable relationships. However, small businesses still struggle to

reach customers.

EFFECTIVENESS OF SOCIAL MEDIA AS A MARKETING TOOL

          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 (Bashar, A, 2012). The study was based on

descriptive research design and questionnaires were provided to know the point of view

of respondents regarding the extent of social media that helps consumers in buying

decision making.
SOCIAL MEDIA AND THE IMPACT ON MARKETING COMMUNICATION

         For the past several years, social media has become a communication tool that

has assisted many firms in discovering new ways to promote their products and

services. The goal of the study was to see how social media influences company

marketing communications (Frey B. and Rudloff S., 2010). To complete the research,

two manufacturing companies, one social networking platform, and one marketing

agency were questioned. Data was also collected, and an aqualitative research

approach was applied in the search strategy, incorporating different case studies.

       The overall result revealed that social media communication was still in its early

phases of development at the time, despite the fact that corporations felt that social

media was an excellent instrument for going beyond and supporting marketing

communication. Other studies revealed that social media still has enormous growth

potential in terms of platform differentiation and definition, as not all of them were

acceptable for every firm.

REVIEW OF RELATED STUDIES

MARKETING OPPORTUNITIES OF SMALL BUSINESS

     According to Sarah Cox (2012) small firms have a variety of marketing options,

including word of mouth marketing and networking. Small business owners and
managers rely on their personal contact networks as well as the networks of their

clients. For new costumers, small businesses frequently rely on word of mouth

recommendations. Word of mouth marketing allows small firms to give customers a

cause to talk about their products, making word of mouth more likely.

        Networking is a popular marketing activity for SMEs, and it’s critical for their

development, growth and success (Walsh & Lipinski, 2009). SME marketers, according

to Siu

(as stated in Walsh & Lipinski, 2009), rely on their personal network of contacts.

Traditionally, larger enterprises have benefited from economic frameworks; however,

today’s economy is characterized by relationships, networks, and information, which

favor some of the features of SMEs (Walsh & Lipinski, 2009). Instead than relying only

on their personal network, small businesses also rely in consumer networks. These

clients can now be reached via electronic word of mouth (eWOM).

       Costumer acquisition in small enterprises is mainly reliant on word of mouth

recommendations. According to Stokes and Lomax (2002), “a number of studies have

revealed that the most important source of new information is the internet.” Costumers

for small businesses come from existing customers’ referrals” (p.135). Customer

suggestion are more suited to the resources accessible to many business owners and

managers (Stokes & Lomax, 2002).

     Monitoring what is said for marketing purposes, participating in brand related

discussions, involving people and their social networks for marketing objectives, and

more are all examples of word of mouth marketing (WOMMA, 2011). All word of mouth
marketing tactics, according to the Word of Mouth Marketing Association (2011),are

built on the ideals of consumer happiness, two-way communication, and transparency.

The affiliation explains the fundamentals. “Educating people about your products and

services; identifying people most likely to share their thoughts; providing tools that make

it simpler to share information; studying how, where, and when people share

information” are all parts of word of mouth marketing. Opinions are being exchanged,

and supporters, detractors, and neutrals are being heard and responded to” (WOMMA,

2011).

    In 2011, Linkdex, a company that helps businesses improve their internet marketing

effectiveness, polled small and medium-sized businesses in the UK and the United

States to determine which marketing tools were most significant. Word of mouth was

deemed the most significant marketing method for SMEs by 81 percent of the

organizations polled (Straw, 2011). “The shifting ways in which consumers find

information about the items and services they wish ti acquire,” according to Straw

(2011).

    Small business have an advantage since they can get closer to clients and acquire

valuable input more easily (Gilmore et al.., 1999). As a result of this advantage small

firms can take advantage of the marketing opportunities provided by networking and

word of mouth marketing. Small business entrepreneurs, on the other hand, confront

numerous marketing obstacles.

CHAPTER 3

RESEARCH METHODOLOGY

RESEARCH METHOD

Research Method : Phenomenological Research

Research Design : Qualitative

The Study will be based on descriptive-correlational research design.Questionnaires will

be provided to know the point of view of respondents regarding the effectiveness of

online selling using social media. A series of interviews and observation will also be

conducted to the respondents to effectively gather information about present existing

conditions needed in study. According to Manuel & Medel (1988), descriptive research

describes what is. It involves the description, recording, analysis and interpretation of

the present nature,composition or processes of phenomenon being studied.

Correlational research design is used to describe the relationship between or among

variables are - or are not - related. In this study, the researcher will compare online

selling social media against direct marketing base on the sales and profits gained by the

respondents.
 RESEARCH LOCALE

        Research Locale is a setting or place where you conduct your research study.

The study was conducted at Barangay Bagong Silangan Quezon City , this place was

selected for knowing the effectiveness of online business using social media. People

nowadays specially Generation Z engaged a much more business-minded capabilities

than previous generations such as Millenials, the rise of technologies improvement

these past years helps them to utilize every businesses their minds came of, specially

on mobile platforms like Facebook that has a live video features, etc

RESPONDENTS OF THE STUDY

The internet sellers who are still studying are the participants in our research. We sent

them a questionnaire to gather some data and to know how they market their items on

social media.

RESEARCH INSTRUMENT

In order to obtain data to solve the problem in our topic, the researchers

employed measuring instruments in the study. We used a survey as our instrument to

gather some data.

       In this study, you will learn about our survey process, including how it began and

how we completed it, as well as how we delivered our survey to respondents without

having to leave the house.

At the first we use social media platform to find some people that have an

experience in online marketing or online selling and we delivered the survey to them, to

ask what are the strategies they use and what are the platform they use and how’s

important the social media marketing in their life

DATA COLLECTION PROCEDURE

The primary data collection technique used in this study are questionnaire method.

There were 3 question appointed in each respondent.we ask our respondent on May 5

and then ended in May 28. There were 10 respondent we collected.

SAMPLING METHOD

Social media marketing is an emerging marketing technique worldwide. This research

concentrates on how effectively social media can be used to promote a product in social

media marketing industry.

The study aims to find the effectiveness of social media boosting businesses. The

sampling technique used in this study is purposive sampling method. The purposive

sample can also be called as judgmental sample. Here, the study is been conducted
among the people who use social media boosting their product. Technique Options

Used in Purposive Sampling is typical.

STATISTICAL TREATMENT OF DATA

These are the following statistical method and techniques for a better interpratation of

data.

A. Frequency Distribution

In this technique, the researcher will use a graphical presentations through

Charts to represent the feedback of their respondents in terms of the social media

marketing tools they use,the number of hours they spent in social media platform,how

many their income per month or the range of their income permonth,how many

customer or transaction they made in a month or weeks and how many services and

product sold in a month. The frequency will also present the actual response of the

respondents to a specific question or item in the questionnaires.

B. Likert Scale

The Likert Scale method of Summated Ratings will also be applied in this study to

indicate the extent of different items. In this technique, the researcher will assign one
scale value of each of the different responses gathered from the respondents.

Numerical value such as

Strongly Agree which is equal to 5 and Strongly Disagree which is equal to 1 will be

assigned to each category.The weighted mean will be used to determine the total

assigned value. The item scoring high score consistently reflects a favorable response

and a low score consistently reflects an unfavorable response

The consolidated points from the respondents answers to each item over a

Five point scale were as follows:

WEIGHTED MEAN SCALE VERBAL INTERPRETATION

4.51-5.0 5 strongly Agree

3.51-4.5 4 Agree

1.51-3.5 3 Undecided

1.51.2.5 2 Disagree

1.00-1.5 1 Strongly Disagree

CHAPTER 4
PRESENTATION,ANALYSIS AND INTERPRETATION OF DATA

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter shows the result of the survey conducted in the study of the
effectiveness of utilizing social media as a platform in the promotion of
small business. The tables presented are in accordance with the order
being stated in the Statement of the Problem. The result of this study is
given below.

Table 1: Respondents’ Profile

Table 1.1 Frequency and Percentage Distribution of Respondents

According to Age.
Table 1.1. Shows the frequency and percentage distribution of the
respondents according to age. Among respondents, 5 of them are 15 -17
years old that represents 60% Followed by respondents who are 18-20
years old representing 30% respectively. 10% of respondents are 21 years
old and above.
Table 1.2. Frequency and Percentage Distribution of Respondents
According to Sex.

Sex Frequency Percentage

Male 3 36.67%
Female 7 63.33%
Total 10 100%

Table 1.2 Shows that 63.33% of our respondents are female and 36.67% of
them are male. The table clearly shows the 10 respondents, majority of
them are females with seven respondents.

Table 1.3 Frequency and Percentage Distribution of Respondents

According to Monthly income.

Monthly Income Frequency Percentage

1,500 – 5,050 5 50%
 6,600-9,300 3 35%
10,000 and above 2 15%
Total 10 100%

During the day of our survey, majority of our respondents (5 or 50%) have
a monthly income raging from PHP 1,500-5,050 Of the total respondents. 3
or 35% earn income ranging from PHP 6,600-9,300 and 2 of them or 15%
have earn monthly income ranging from 10,000 and above.

Table 1.4 Frequency and Percentage Distribution of Respondents

According to Social Media Platforms they using.

Social Media Platforms Frequency Percentage

Facebook 9 90%
Instagram and other apps 2 10%
Total 10 100%

In a day of our survey, majority of our respondents 9 or 90% are using

Facebook and the rest of them 2 or 10% are using Instagram and other site
or apps.

CHAPTER 5

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

 SUMMARY

Our professional lives have changed since the pandemic and the workers and students

affected by this crisis have used social media to help them maintain their livelihood. By

using social media they sell foods or other products to post on social platforms, it shows

how effective the use of social media has been in promoting a business. It shows how

social media has become a huge bridge and a huge help to individuals. In terms of

providing what benefits our topic to society, these are online sellers and business

companies,. were also discussed and it explains how businesses have benefited from

the use of social networking. We also conducted a poll of our online merchants

respondents to learn more about how they promote their brands. We provide solutions

to issues that may arise when managing business on social media.

FINDINGS

We conducted questionnaires for our respondents and through this we could explain

what data we found in our respondents ’answers. To the question of what platform do

you use to promote your business, eight (8) respondents use Facebook to sell and

introduce it to the public. Some respondents answered our question that what is their

income for, they sell to buy their own luxury and others are for their daily needs. Not all

of their products they sell because of the many competitors who are also online sellers.

They are also a student that sacrifices their time to assist their family.
 CONCLUSIONS

It can be concluded that social media can help maintain the relationships built between

businesses and their prospective customers and guide them into profitable ventures.

Most consumers look to social media for products or services a business offer.

Social media marketing is an important factor for customer loyalty and purchasing

decisions.

Although business can survive without social media, in the 21st century, having a social

media presence has proven to improve customer loyalty, purchase.

RECOMMENDATIONS

The responses to the study and the interpretation of the data collected have led to

several recommendations and suggestions. With the assistance of this study, the

following recommendations and suggestions can be made:

A business should concentrate on the content and timing on their social media posts.

A business should use social media to view competition.

A business should focus on customer engagement and feedback to update business

functions.

A business should use social media marketing to update customers on sales,

promotions and new products and/or services.

BIBLIOGRAPHY

References

- Cox, S. (2012). Social Media Marketing in a Small Business: A Case Study.

Purdue University, Indiana, USA

- Pawar, AV. (2014). Study of the Effectiveness of Online Marketing on Integrated

Marketing Communication

- Smith & Taylor (2004). Marketing Communication: An Integrated Approach

- Stelzner, M. (2015). 2015 Social Media Marketing Industry Report: How

Marketers AreUsing Social Media to Grow Their Businesses

- Anjum, A. et. al, (2016). Social Media Marketing: A Paradigm Shift in Business

- Bashar, A. et. al, (2012). Effectiveness of Social Media as a Marketing Tool-

- Frey B. and Rudloff S. (2010). Social Media and the Impact on

MarketingCommunication. Luleå University of Technology

University of Applied Sciences Augsburg

- Otugo, NE. (2015). Social Media Advertising/Marketing: A Study of Awareness,

Attitude and Responsiveness by Nigerian Youths. Anambra State University,

Nigeria

- Odhiambo, C. A., (2012). Social Media as a tool of Marketing and Creating

BrandAwareness

CURRICULUM VITAE
Name : Katherine Paula V. Busita

Age : 17 years old

Address : Blk 9 Lot 6 Sumamaka Compd Brgy. Bagong Silangan Quezon City

Name : Joseph F. Lapso

Age : 17 years old

Address : Area 5 Corregidor Street Brgy. Bagong Silangan Quezon City

 Name : Hary D. Mengullo

Age : 17 years old

Address : Blk7 lot7 Sumamaka Compd. Brgy. Bagong Silangan Q.C

Name : John Peter B. Orlanda

Age : 16 years old

Address : 134 Gen. Alejandrino Street Brgy. Bagong Silangan Quezon City