PARADA NATIONAL HIGH SCHOOL

SENIOR HIGH SCHOOL DEPARTMENT

THE INFLUENCE OF DIGITAL MARKETING

TO BOTH CONSUMERS AND ENTREPRENEURS IN TERMS OF THEIR

SALES AND BEHAVIOR

A Research Project

Presented to the Faculty of the

Senior High School Department

Parada National High School

In Partial Fulfillment

of the Requirements for the course

Practical research 2

Dadios, Betty Mae

Nepomoceno, Christel Anne B.

Reagom Maria Daria Romina

 PARADA NATIONAL HIGH SCHOOL
SENIOR HIGH SCHOOL DEPARTMENT

October 2022

TABLE OF CONTENTS
CHAPTER 1: THE PROBLEM AND LITERATURE REVIEW
Background of the Study……………………………….………………………1
Literature Review…………………………………..…………………..………3
Synthesis………………………………………….……………..…………..…8
Conceptual Framework…………………………………...…………………....9
Research Problem ………………………………………………………..……9
Hypothesis……………………….…………………………………………….11
Definition of Terms………………...………………………….……...……….12
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SENIOR HIGH SCHOOL DEPARTMENT

CHAPTER 1
THE PROBLEM AND LITERATURE REVIEW
Background of the Study
The most effective method for businesses looking to connect with their

prospects and consumers is social media marketing. Social media has given

businesses new options to communicate socially with customers online by displacing

conventional marketing strategies (Singh, 2020). Also, according to Milner (2016),

as social media usage increases, platforms must adapt to meet the demands of

consumers who want new, exciting content. Numerous networks throughout the

years have struggled to modify their platforms quickly enough to keep up with

consumer needs.

In 2011, the social networks have grown at an exponential rate primarily

because of their quickness and ease, also social networks have huge potential for

businesses looking to grow their client, brand recognition, and revenue. The key

benefit of systems is the ability to direct a panel of individuals based on their

interests without them feeling like they are being led (Zafar, 2021).

Miller (2013) stated that there are many small firms and entrepreneurs that

have successful enterprises that rely nearly exclusively on the content they can

provide through social networks. Platforms let companies sell their good, either
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directly on the social media platform, or by the company’s online store. Through this,

it makes it easier to increase company’s sales.

According to Singh (2020), social media plays a crucial factor in influencing

consumer’s buying decisions. After opting to buy, a buyer creates a list of

possibilities to help him choose the best goods. Even if e-commerce sites provide a

variety of tools for browsing, searching for the goods, and demonstrating product

details, the work of the buyer is still challenging. Consumers are seeking for

evaluations, suggestions, and rankings from previous clients as well as from reliable

sources, such as employees of businesses, members of their families, and friends.

Social networking websites allow users to easily browse and access postings and

comments as well as quickly connect with friends, family, and other trustworthy

individuals online.

Ferrigno (2020) stated that the strength of digital marketing is drawing in

specific audiences. There are several audiences who are eager to learn more about the

company, its goods and/or services. They could be inclined to take advantage of the

offer. A stronger connection will be built with the intended audience after the

customers receive what they were promised. It makes it possible for them to turn into

frequent visitors to the site who will pay for services. Because satisfied consumers

are more likely to tell others about their experiences with a brand, service, or product,

this helps the reputation of the company. As a result, the brand's reputation becomes

viral, extending the possibility to expand the company's market sales.

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According to Gurmukhani (2021), digital marketing markets 24/7. Online

marketing is always on entrepreneurs’ side, whether they are up or asleep. As they

think of their website as a database for the information about their company, even

after-hours, their customer may still obtain the information they need about their

services. Like this, they may continue to promote their service and educate their

audience through their ad campaigns. Entrepreneurs, as Jones (2016) stated, get to

focus on the core of their business, companies that want to keep the digital marketing

process separate from the core of the business are more likely to explore outsourcing.

This enables them to exchange ideas and create better tactics that are not influenced

by the business itself. Their digital marketing firm can plan, create, and carry out

plans that produce results if it has access to the correct information. Trusting the

business, they choose to work with is essential, as ensuring that they receive reports

and real-time project status updates.

Nevertheless, every benefit also has a drawback. Digital marketing has

downsides, and if they are not properly handled, they may affect a business, cause

losses, or prevent one from getting any value out of social media. For instance, if you

choose the incorrect audience, it's likely that you won't attract new clients or close a

deal. In order to profit from digital marketing, one must thus exercise caution

(Chattaraj, 2021).

According to Lambert (2019), in this digital world, the marketing and sales

approach has evolved and will continue to adapt in order to reach your goals. Leads
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are created by marketing, which then passes them on to the sales department.

Because of their haste to seal agreements, sales teams can miss out on possibilities or

deals because the prospects weren't prepared. Sales and marketing are no longer

handled by different teams. In this always-on digital environment in which you now

compete, you need a marketing and sales approach that corresponds to the buyers'

journey of your prospects.

Prajapati (2020) stated another downside of a company’s over-reliance on

technology is that customers frequently have no alternative way to investigate items

and prices or contact the entrepreneur with a question when the internet is down. The

client trusts the entrepreneur that the things are of excellent quality, match the

description, and will be delivered if payment is made in advance, while using Digital

Marketing.

This study aims to determine the influence of digital marketing to both

consumers and entrepreneurs in terms of their sales and behavior. The researchers

would also like to know the difference between the sales in traditional marketing and

digital marketing. The researchers also aim to make the individual more aware of

how effective digital marketing is.

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SENIOR HIGH SCHOOL DEPARTMENT

Literature Review

Digital marketing defined

In the 1990s, the phrase "digital marketing" initially appeared. With the

advent of the internet and the creation of the Web 1.0 platform, the digital era truly

began. Users of the Web 1.0 platform could obtain the information they needed, but

they were unable to distribute it online. Marketers all around the world were still

wary of the digital platform up to that point. Since the internet had not yet

experienced widespread adoption, they were unsure if their techniques would be

successful (Simple Learn, 2022). According to Alexander (2022), all marketing

activities that take place online are referred to as digital marketing, often known as

online marketing. To engage with present and potential customers, businesses use

digital channels including search engines, social media, email, and other websites.

This also involves messaging via text or other types of multimedia.

Consumers behavior

According to Cloortrack (2022), for a business to be successful with both the

launch of new products and its present lineup of products, it is imperative to

comprehend consumer behavior. Every customer approaches purchasing a specific

product with a unique thought process and mindset. High risks of product failure

exist if a corporation doesn't comprehend how a consumer will react to a product.

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Entrepreneurs must do research and understand about consumer behavior in

order to develop an effective marketing strategy. Understanding consumer

purchasing patterns enables marketers to better comprehend the needs and

expectations of their target market. The marketers research comparable goods on the

market to ascertain which aspects of the goods are most favored by consumers as

(Bhasin, 2020) stated.

Rise of E-commerce

Kerick (2019) stated that E-commerce is the practice of purchasing and

offering goods and services online. People may purchase and sell almost anything

online, including books, gadgets, clothing, software, and furniture.