POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Lopez Quezon Branch

Lopez, Quezon

Effectiveness of Social Media Marketing in Promoting

Business in Lopez Community

A Research Paper Presented by:

VILLAREAL, Nathaniel A.

In Partial fulfillment of the requirements in

GEED 10063

SY: 2021-2022. Summer Class

Statement of the Problem

This study aims to determine the effectiveness of social media marketing in promoting

business in Lopez community through investigating about the following queries:

1. What type of business was established? How does business type affect the effectiveness

of social media platforms as a tool for business promotion?

2. What are the significance of using social media platforms as a tool for business

promotion in terms of:

a) business performance

b) customer satisfaction

c) customer service

d) customer's purchase decision making

3. What are the challenges encountered in using social media platforms in promoting

business?
 CHAPTER II

REVIEW OF RELATED LITERATURES AND STUDIES

This chapter presents the gathered information from related documents, journals and

articles. Hence, the foundation of this study is supposed by these literature reviews.

Bajpai and Pandey (2012) analyzed how viral marketing emerged as a novel idea in

product promotion and came to the conclusion that it is still in its infancy and that marketers still

have much to learn about how to improve it.

According to Blue Fountain Media, One of the most economical digital marketing

strategies for spreading information and boosting brand awareness is social networking. Due to

the fact that you will be interacting with a large audience of customers, putting a social media

plan into place will significantly enhance your brand awareness. Create a social media presence

for your company and start connecting with other users to get things going. Get your page liked

and shared by your staff, clients, and sponsors. Simply having people engage with your material

can raise brand recognition and start to establish your company' reputation. Every time a post is

shared, a new network of people is opened up, and they may end up being potential clients. The

more people that is aware of your company, the better. Over 91% of marketers reported that their

social media initiatives significantly enhanced their exposure for only a few hours each week.

Without a doubt, just having a social media profile will help your brand, and frequent use will

help it attract a big audience for your company.

 Social media is frequently measured in terms of volume (for example, Facebook likes),

valence (for example, negative vs. positive tweets), and most recently, conversational content in

the B2C setting. According to Pauwel, Stacey, and Lackmam (2013), conversation topics like

"love for the brand" had greater long-term traffic effects, but "went there/purchased" drove

traffic in the short term. Content-specific word-of-mouth outperformed Facebook and Twitter

volume and valence metrics in explaining store traffic and online traffic.

According to Edkent Media, Social media marketing requires less financial resources

than traditional marketing does. Computers and an internet connection allow a business to

significantly reduce its marketing expenses. However, as the commercial environment continues

to change, conventional marketing strategies start to be replaced by less resource-intensive ones.

Therefore, utilizing social media for product and service marketing is an effective strategy to

lower businesses' operational expenses. In terms of funding, social media sites handle the

majority of the job. To use the platforms effectively, the company requires a unified theme,

voice, and marketing plan. As more individuals may be reached with the same monthly budget,

the expenditures are significantly decreased.

 A platform for networking and communication is social media. Giving company a voice

on social channels is essential if they want to humanize it. When users make comments on their

pages, they prefer a customized response over an automatic one. On social media, clients become

more devoted when entrepreneurs engage with them directly. Customers that are loyal spend

more money, stay longer, and recommend to their friends. A company committed to customer

satisfaction that takes the time to write personalized comments will be perceived favorably, even

when responding to a customer complaint. (Joshi A. 2020)

Social media marketing is crucial for generating leads and, ultimately, for boosting

revenue for businesses. According to a Social media today poll, 71% of social media users are

more likely to buy items from companies with which they have online connections. According to

a HubSpot research, social media generates roughly twice as many marketing leads than any

other marketing strategy, and its lead-to-close rate is 100% greater. (Walid Nabil Iblasi, Dr.

Dojanah M.K. Bader, Sulaiman Ahmad Al-Qreini. 2016)

References:

Aneri Joshi. (2020). Benefits of Social Media Marketing for all Kinds of Businesses. Retrieved

from: https://iide.co/blog/social-media-benefits-for-business/

Bajpai, V. and Pandey, S. (2012).Viral Marketing Through Social Networking Sites With

Special Reference of Facebook, International Journal of Marketing, Financial

Services & Management Research, 1(7),194-207.

Blue Fountain Media. (2020).10 Advantages of Social Media Marketing for Your Business.

Retrieved from: https://www.bluefountainmedia.com/blog/advantages-of-social-

media-marketing

Edkent Media. (2020). 5 BENEFITS OF ADVERTISING ON SOCIAL MEDIA. Retrieved

from: https://edkentmedia.com/.

Pauwels, K., Stacey, E.C., & Lackmam, A. (2013). Beyond Likes and Tweets: Marketing, Social

Media Content, and Store Performance. Marketing Science Institute, Working

Paper Series. Report No. 13-125.

Walid Nabil Iblasi, Dr. Dojanah M.K. Bader, Sulaiman Ahmad Al-Qreini. (2016). The Impact of

Social Media as a Marketing Tool on Purchasing Decisions (Case Study on

SAMSUNG for Electrical Home Appliances) Retrieved from:

https://www.arcjournals.org/pdfs/ijmsr/v4-i1/2.pdf