Effectiveness of Social Media as a Marketing Tool to the Selected

Samgyeopsal Restaurant in General Trias City Cavite

Background of the Study

Social media has become the most influential and important virtual space

where the platform is not only used for social networking but is also a great way

of digitally advertising brands and products. Social media's power is

commendable as it helps to reach a large number of people within seconds of

posting an ad, helping to reduce costs, and making ads to reach out to the

potential audience through these social media advertisements (Henderson 2020).

Social media is a platform where everyone can share their stories in a user-

friendly environment, it has become a new source of entertainment and mostly

millennials or younger generations are the ones who are more focused on using

social media. Social media is a modern communication tool that has recently

proven to be effective in influencing both informal and formal communication,

with millions of potential customers freely interacting. Social media is gradually

gaining attention from businesses of all sizes due to its ability to engage

consumers in an active interaction where information sharing is effective through

powerful technological devices. Social media platforms are now associated with

flexibility, effectiveness, convenience, and efficiency in business communication.

Korean wave is the current trade in our society, from the dramas, variety shows,

fashion and even the food are popular now a days. Samgyeopsal restaurant are

popular in the Philippines it became immediately famous in the Philippines

because of social media trends. Korean dramas and films mirror the Korean
culture – and including the food. Several famous Korean dramas feature scenes

over samgyeopsal that make you drool and crave for more. (Bria 2021). Many of

the restaurants, by using social media are focusing on creating viral campaigns

and visually attractive posts. The significant advantage for these restaurant

operators, by using social media, is that they can build a positive reputation

among people within no time. The very best way to promote the restaurant online

is with high-quality, drool-inducing photos. Visual content is in high demand

online these days and having delicious looking photos on social media outlets is

an inherent way of attracting potential customers. Some of the brands are hiring

social media influencer to promote and advertise their brand in exchange of being

paid there are doing contents to promote the products thru their social media

platforms like Facebook and Tiktok. Since social media is a user friendly

everyone can share their experiences and reviews to the places they travel, places

they eat, and even their recommended accommodations, by posting these things

on social media it can be new type of sharing experiences and information’s by

this kind of using these platform the restaurant of any establishment can gain

customers, since social media is free the businesses can save expenses for

advertising the restaurant.

Statement of the problem

This research aims to study the effectiveness of social media

marketing in the selected samgyeopsal restaurant.

1. What is the demographic profile of the respondents according to:

1.1 Gender
 1.2 Employees Position

1.3 Age

2. Significance effect of social media as a marketing tool in selected

samgyeopsal restaurant in terms of:

2.1 Income Generating

2.2 Sales Increase

2.3 Customers

3. Posting photos of the ambiance in the selected samgyeopsal restaurant.

Does it have a significant effect in terms of:

3.1 Customer

3.2 Sales

3.3 Promotional Campaigns

4. How does the social media reduce the expenses in the selected

samgyeopsal restaurant in marketing promotion

4.1 Convenient

4.2 Free

4.3 Accessible

5. What is the significance of social media promotion of sales increase in the

selected samgyeopsal restaurant.

5.1 Selling price

5.2 Advertising

5.3 Worth the hype

Objectives of the Study

The study focus on Effects of Social Media as a Marketing Tool to the Selected

Samgyeopsal Restaurant in General Trias City Cavite

Specifically, this study aimed to determine the; demographic profile of

the respondents according to gender, employees position and age; significant

effect of social media as a marketing tool in selected samgyeopsal restaurant in

terms of income generating, sales increase and customer; posting photos of the

ambiance in the samgyeopsal restaurant does it have a significant effect in terms

of customer, sales and promotional campaign; the social media reduce the

expenses of the samgyeopsal restaurant in marketing promotion for convenient,

free and accessible; the significance of social media promotion in the selected

samgyeopsal restaurant in terms of selling price, advertising and worth the hype.

Significance of the Study

This study aims to know the effectiveness of social media as a marketing

tool to the selected samgyeopsal restaurant in General Trias Cavite

The Researchers- somebody who performs research, independently as a

principal investigator, the search for knowledge or in general any systematic

investigation to establish facts. Also will benefit the study as they are

knowledgeable about the effectiveness of social media as a marketing tool.

The Business Owner - will benefit from this study to have an insight on

how effective social media is as a marketing tool to their business.

To the Future Entrepreneurs - they would be able to gain knowledge about

the most effective way to advertise their products using social media as a

marketing tool.
 The customer - will benefit from having easy access to find a samgyeopsal

restaurant through social media.

Time and Place of the Study

The study was conducted during the first semester of S.Y 2022 – 2023.

The researcher started their planning and formal conversation, observation, and

interview with the participants right after their proposal was approved at General

Trias City Cavite.

Scope and Limitation

This study aims to know the effectiveness of social media as a marketing

tool. The participants in the selected samgyeopsal restaurant in General Trias City

Cavite. Since samgyeopsal restaurants are popular to Filipinos nowadays, we

conduct a research to the selected samgyeopsal to gather information on the

effectiveness of social media as a marketing tool and how their restaurant is

successful in business.

Conceptual Framework

Figure 1 illustrates the framework of the study. At the core samgyeopsal

restaurant is a business phenomenon, the samgyeopsal restaurant pertains to a

popular korean dish where the meat is cooked on the grill. Mostly served with

sampyeopsal sauce, side dishes, and lettuce. This is usually sell by set meal with a

cheaper price or promos.

Drawing from the perception of business owners, employees’ position and

customer feedback to the business ambiance, food, price and advertising. Based

on the figure, it was hypothesized that there is a relationship that exists among the
following attributes of the selected samgyeopsal restaurant: (a.) ambiance (b.)

food (c.) price (d.) advertising and the result was used for social media as a

marketing tool to reduce the expenses of the selected samgyeopsal restaurant in

terms of advertising the business. In addition to that, social media is the key to

access a wide range of customers to come and eat in the selected samgyeopsal

restaurant in General Trias Cavite.

Business Owners/
Employee Position

Samgyeopsal
Restaurant Using social media as a
Ambiance marketing tool to reduce the
Food expenses of the selected
Price samgyeopsal restaurant in terms
Advertising of advertising the business. In
addition to that, social media is
the key to access a wide range of
customers to come and eat in the
samgyeopsal restaurant.

Customer’s
Feedback

Figure 2: Conceptual Framework of Ambiance, Food, Price and Advertising of

Selected Samgyeopsal Restaurant in General Trias, Cavite

Definition of Terms

Samgyeopsal - is a popular Korean dish where the meat is either marinated or

seasoned and is cooked on a grill. Mostly served with samgyeopsal sauce, side

dishes, and lettuce.

Hallyu, or Korean Wave - is the word depicting the popularity of the culture of

the Republic of Korea, including K-pop music and K-dramas. The term Hallyu

was first used in the early 90’s after South Korea entered into diplomatic relations

with China, in 1992.

Facebook - is defined as an online social networking website where people can

create profiles, share information such as photos and quotes about themselves,

and respond or link to the information posted by others.

Social media - is a collective term for websites and applications that focus on

communication, community-based input, interaction, content-sharing and

collaboration.

TikTok - is a massively popular app that lets users create and share videos up to

60 seconds long. Lip-synced music videos are especially popular on it. The app

has given rise to a number of young social media influencers.

Influencers - a person with the ability to influence potential buyers of a product

or service by promoting or recommending the items on social media.

References:

Social Media (2020) Retrieved from

https://www.digitalmarketing.org/blog/the-importance-of-social-media-

marketing

Research Topics (2008) from https://www.researchgate.net/top

https://www.bria.com.ph/articles/samgyeopsal-popularity-in-the-

philippines/#:~:text=It%20became%20immediately%20famous%20in,drool

%20and%20crave%20for%20more.