THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING TO CONSUMERS

FOR THE SUSTAINABILITY OF START-UP BUSINESS

An Undergraduate Marketing Research Study Presented to the

Faculty of College of Business and Accountancy of
University of Cebu Lapu-lapu and Mandaue

In Partial Fulfillment
Of the Requirements for the Degree of
Bachelor of Science in Business Administration
Major in Marketing Management

Apas, Denise Khonamarie C.

Barro, Shela Mae B.
Cinco, John Larry L.
Encienzo, Erecca E.
Gimoros, Rea Mae N.

December 2021
 APPROVAL SHEET

This study entitled THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING

FOR SUSTAINABILITY OF START-UP BUSINESS IN BARANGAY MACTAN
prepared and submitted by Shela Mae B. Barro, Denise Khonamarie C. Apas,
John Larry L. Cinco, Erecca E. Encienzo, and Rea Mae N. Gimoros in partial
fulfillment of the requirements for the degree in Bachelor of Science in
Business Administration Major in Marketing Management has been
examined and recommended for acceptance and approval for Oral Examination.

PANEL OF EXAMINERS

MARLON F. MONTECILLO, Ph.D., Ed. D

Research Adviser

KINGIE MICABALO, CMITAP, D.BA DR. LUCILITO ATILLO

Member Member

ILY E. ABELLA, DM
Chairman

Accepted and approved in partial fulfillment of the requirements for the

degree of Bachelor of Science in Business Administration Major in Marketing
Management.

Approved by the Committee on Oral Defense with a grade of ________.

Date of Oral Examination: December 5, 2021

WINNIE MARIE T. POLIQUIT, DBA

Research Instructor

MARLON F. MONTECILLO, Ph.D., Ed. D ILY E. ABELLA, DM

Chairperson, BSBA Program Dean, College of Business and Accountancy
College of Business and Accountancy
 i

ACKNOWLEDGMENT

This study would not have been possible without the people's assistance

and guidance, who served as inspiration for the research. The researchers would

like to express their sincere gratitude to the following individuals:

To Dr. Marlon F. Montecillo, Research Adviser, the researchers were

fortunate enough to have him as the adviser, for the time he had spared despite

his busy schedule, lessons, guidance, and pieces of advice he bestowed upon

them. He encouraged them to work on this project efficiently.

To Dr. Ily E. Abella, Dean of the University of Cebu – College of Business

and Accountancy, for the approval and support in conducting the study.

To Dr. Winnie Marie Poliquit, Research Instructor, for the guidance in

improving the study. Giving them all of her time to explain and share her personal

experiences as a researcher also motivated them to work harder in accomplishing

this study.

To the respondents, who have shared their precious time despite of their

hectic schedule in answering the survey questionnaire and providing the

researchers all the needed information.

To their families, who extended their support emotionally and financially.

To our Almighty God for keeping them all safe always, this study would not

be possible without His grace and blessings.

THE RESEARCHERS
 ii

DEDICATION

This study is wholeheartedly dedicate to God Almighty our creator, our

strong pillar, our source of inspiration, wisdom, knowledge and understanding. He
has been the source of our strength throughout this study.

To our research adviser, instructor, classmates, and friends who voluntarily

extended their hands and share their words of advice and encouragement to finish
this study.

To our beloved parents, who’ve been our inspiration and source of strength
during those sleepless nights, and when those times that we thought we were
going to give up. They never failed to shower us with their moral, spiritual,
emotional, and financial support.

And lastly, we dedicate this study to the future researchers wherein this
study would serve as their reference in the future.
 iii

TABLE OF CONTENTS
Page

Acknowledgement i
Dedication ii
Table of Contents iii
List of Tables v
List of Figure vi
Abstract vii

Chapter

1 THE PROBLEM AND ITS SCOPE 1-20

INTRODUCTION 1-8
Rationale of the Study 1-3
Theoretical Background 4-8
THE PROBLEM 9-11
Statement of the Problem 9-10
Significance of the Study 11
RESEARCH METHODOLOGY 12-20
Research Design 12
Research Environment 13
Research Respondents 14
Research Instruments 15
Dry-run Procedures 16
Research Procedure 17
Ethical Considerations 18
Trustworthiness of the Research 19
Definition of Terms 20
2 PRESENTATION, ANALYSIS AND 21-29
INTERPRETATION OF DATA
Profile of the Respondents 21-22
 iv

Data on the Most Significant Social Media 22-24

Marketing Tool used for the sustainability
Of the Start-up Business

Level of Advantages of using Social Media 24-28

Marketing for a Start-up Business

Summarized Data on the Level of Advantages 28-29

Of Using Social Media Marketing for a
Start-up Business

3 SUMMARY, FINDINGS, CONCLUSION 30-40

AND RECOMMENDATIONS
Summary 30-31
Findings 32-34
Conclusion 35-36
Recommendation 37-40
REFERENCES 41-43
CURRICULUM VITAE 44-48
APPENDICES 49-68
A Transmittal Letter 49
B Research Instrument 50-55
C Pilot Testing Result 56-57
D Statistical Results 58-59
E Grammarly Result 60
F Location Map 61
G Standard Form 10 – Adviser’s Acceptance 62-63
H Standard Form 11 – Statistician’s Acceptance 64-65
I Standard Form 1S - Title Approval 66
J Standard Form 2S – Compliance Checklist 67-68
 v

LIST OF TABLES

Table Description Page

1 Research Respondents 14

2 Profile of the Respondents 22

3 Most Significant Social Media Marketing Tool 24

used for the Sustainability of the
Start-up Business

4 Level of Advantages of using Social Media 27-28

Marketing for a Start-up Business

5 Summarized Data on the Level of Advantages 29

of using Social Media Marketing for a
Start-up Business
 vi

LIST OF FIGURE

Figure Description Page

1 Research Flow Chart 29

 vii

ABSTRACT

Title : THE EFFECTIVENESS OF SOCIAL MEDIA

MARKETING TO CONSUMERS FOR THE
SUSTAINABILITY OF START-UP BUSINESS

Researchers : Denise Khonamarie C. Apas

Shela Mae B.Barro
John Larry L. Cinco
Erecca E. Encienzo
Rea Mae N. Gimoros

Degree : Bachelor of Science in Business Administration

Major in Marketing Management
School : University of Cebu – Lapu-lapu and Mandaue

Adviser : Dr. Marlon F. Montecillo

Date Completed : May 2021

In the digital world, various social media platforms have gained importance.
This is primarily due to the ease with which users can share their thoughts,
opinions, ideas, and interests with others via this medium. As the years pass, E-
commerce has also innovated and utilized social media to market products and
services, attract a vast audience, and establish trust and reputation to generate
online sales—commonly called Social Media Marketing. The fundamental reason is
that the internet, including social media platforms such as YouTube, Facebook,
Instagram, Twitter, and TikTok, provides a sense of familiarity and proximity
through virtual engagement. This particular study aims to determine the
effectiveness of Social Media Marketing on the sustainability of start-up business
in Brgy. Mactan. Social Media Marketing Theory, Social Cognitive Theory (SCT),
and Word of Mouth/Psychological Ownership Theory and Perceived Control was
chosen as the basis of the theoretical background of this study. The research
analysis relied on 100 online purchasers using the descriptive survey method and
questionnaires in Google Forms. The results from the survey revealed that females
dominated the number of respondents aged 16-22 years old. It shows that females
used Social Media more frequently. The obtained result analysis confirmed that
the significance of Social Media Marketing Tools that are used for the sustainability
of a start-up business were ranked according to the respondents’ perception;
YouTube was recorded as the highest mean 4.72 in terms of offering paid
subscriptions and providing Ad Banners (Skip Ads, Pop-up Ads, Short Videos, etc.)
 viii

due to the fact that videos include interesting and informational content and ads
that entice respondents' attention and get them to purchase products after
watching YouTube videos. On the level of advantages of using Social Media
Marketing for a Start-up Business, huge audience was recorded as the highest
mean 4.58. The respondents agreed that product posts from social media with a
huge number of followers, likes, shares, comments, and retweets piques
respondents’ interest and can help them make their buying decision easier.
Furthermore, the result of the study established that respondents were influenced
to use social media because of the ease and convenience of purchasing products
and services 24/7 comfortably, offers numerous discounts and vouchers, and
offers a variety of products since there is no space limitation. Finally, some
recommendations have been made for start-up business owners and aspiring
entrepreneurs, regarding the effectiveness of social media marketing tools on the
sustainability of start-up businesses.
 CHAPTER 1

THE PROBLEM AND ITS SCOPE

INTRODUCTION

Rationale of the Study

Society has entered the twenty-first century in exposure to disruptive

technologies, including the Internet, artificial intelligence, cellphones, robotics, and

renewable energy, to mention a few. These innovations have developed new ways

to add value to the market (Schiavi & Behr, 2018). One recent disruptive

technology that society has practiced is Electronic Commerce—a business model

that recognizing companies and individuals to purchase goods and services over

the Internet (Bloomenthal, 2021). As the years pass, E-commerce has also

innovated and utilized social media to market products and services, attract a vast

audience, and establishes trust and reputation to generate online sales—

commonly called Social Media Marketing.

Social media is a term that refers to the process through which people

consume and convey information through the internet. Social media began as a

way for family and friends to engage but was quickly adopted by businesses to

utilize a popular new communication method to reach out to customers

(Dollarhide, 2021). Additionally, customer awareness and accessibility have

increased in terms of many small businesses adopting social media. Most social

media platforms in the Philippines are YouTube, Facebook, Instagram, Twitter,

and Tiktok (Statista Research Department, 2021).

 2

According to Mahoney (2021), social media and e-commerce technology in

today’s society have contributed to the success and operation of many businesses.

The fundamental reason is that the internet, including social media platforms such

as YouTube, Facebook, Instagram, Twitter, and Tiktok, provides a sense of

familiarity and proximity through virtual engagement. Social media is essentially a

virtual social engagement that involves the distribution and exchange of several

types of content. As a result, numerous firms employ such media to strengthen

the interaction between producers and consumers. As a result, social media had

introduced as an essential tool for every organization since it allows businesses to

connect, listen, and learn from customers in a more effective and timely manner

with less expense use than traditional ways of communication (McLachlan &

Newberry, 2021).

Many small and medium businesses are utilizing social media marketing to

engage with customers since it is simple to use and inexpensive (Hayes, 2021).

According to Twin (2020), marketing is a transaction between a seller and a buyer

in which goods and services are exchanged in return. Marketing is the process of

informing customers about a product or service and persuading them to buy it

over various other possibilities. Social media marketing has a more significant

influence on a pull-marketing strategy than on a traditional push-marketing

approach. Therefore, marketers utilize social media to spread information about

products and services to entice consumers (Marketo, 2019).

 3

A successful business nowadays is driven by social media marketing, which

increases customer accessibility and awareness of the products and services that

the firm is providing (Baker, 2021). Many small and medium-sized businesses

around the community are using social media marketing since it is free to use and

easy to adapt to the changing environment; as a result, many have been able to

enhance customer accessibility more effectively (Henderson, 2020). As a result,

social media marketing may be used by anyone, whether they are a big or small

company (Patel,2021).

Nowadays, several entrepreneurs just started their businesses because they

have seen opportunities in the market, even in some uncertainties that society is

facing right now. Commonly, the main goal of entrepreneurs is to generate income

in exchange for goods and services. Knowing that it is a start-up business,

entrepreneurs might consider using social media to promote their businesses.

However, it should be determined if how effective Social Media Marketing is on its

sustainability.

With the knowledge of the researchers, which are currently business

students who specialize in Marketing Management, the study is conducted to

determine the effectiveness of Social Media Marketing on the sustainability of the

start-up business in Barangay Mactan. Through the study, researchers can give

the Business Entrepreneurs recommendations to ensure effective and sustainable

growth in the market.

 4

Theoretical Background

Social media marketing is a beneficial component of online marketing

because it entails engaging with consumers on social media platforms such as

YouTube, Facebook, Twitter, Instagram, and Tiktok. Through social media

marketing, entrepreneurs have increased their businesses' visibility and, as a

result, their effectiveness and sustainability (Taneja & Toombs, 2014). The

evidence indicated that as start-up businesses become immersed in social media

marketing, they develop market intelligence and become a significant market

competitor (Atanassova & Clark, 2015).

Social Media Marketing Theory anchored this study, as social media has

become integrated into most people's work and personal lives in the modern era.

Its influence on everyone is spreading like wildfire, and it has become ingrained in

our lives. We are now in an age when online social networks view "social"

interaction with a computer or other electronic digital device as "social." There is

a fine line between work and personal life, which results in businesses performing

better than ever. Social networks are rapidly spreading across the Internet,

connecting people and transferring relationship context to every website and

application, allowing technology to prioritize people over technique (Shih, 2009).

Furthermore, the Social Marketing Theory lent support to this study by

demonstrating how mass communication can promote socially valuable

information and socially acceptable behaviors. It aims to integrate concepts,

theories, tools, techniques, and socially beneficial concepts to facilitate

 5

communication and benefit society. It is a framework for planning, designing,

implementing, and evaluating social campaigns with the primary goal of

information sharing. It employs creativity rather than relying on public service

announcements to disseminate information in the past. Data is packaged and

distributed in a planned manner to maximize sharing and outcomes (Bajracharya,

2018). According to Helmig and Thaler (2010) research, social marketing defines

as "the application of marketing principles and techniques to persuade a target

audience to accept voluntarily, reject, modify, or abandon a behavior for the

benefit of individuals, groups, or society as a whole" (Kotler et al., 2002).

Another theory that chains this is the Social Cognitive Theory (SCT).

According to Baranowski et al. (2002), SCT explains behavior through the concept

of triadic reciprocity ("reciprocal determinism"). In this behavior, cognitive and

other interpersonal characteristics and environmental events all serve as

interactive determinants of one another. SCT recognizes that behavior is not

determined solely by intrinsic factors and that an individual is not a product of their

environment, but that they have influence over what they do, how they respond

to their environment, their characteristics, and indeed, their background is.

Traditional media has evolved at a breakneck pace over the years. Television,

radio, and even print advertising have become the stable foundations of

advertising. "Instead, new media - frequently referred to as social media or

interactive media - offer users limitless opportunities to act as both consumers and

creators of media" (Moreno & Koff, 2016). Interactivity on social media platforms
 6

can take the form of posting photos and videos to Instagram, uploading random

videos to YouTube or Tiktok, and even sharing posts and sending private messages

on Facebook and Twitter. Mingoia et al. (2016) argued that our understanding of

how social media platforms may be perceived as influential by their users remains

incomplete. It outlines how social media platforms facilitate and facilitate peer

communication, networking, and connection. According to Chaffey's (2017)

theory, social media marketing is a critical component of the online marketing

world because it entails how to conduct consumer conversations on a website or

platforms such as YouTube, Facebook, Instagram, Twitter, and Tiktok. Online

networking promoting is a critical subcategory of electronic advertising. It entails

enabling client correspondence on an organization's website, social media profiles,

or web journals and discussions. It can be used in the same way as a traditional

communication medium; for example, organizations can use these social media

platforms to send messages to clients or business partners who have chosen to

use them. Regardless, to maximize the benefits of online networking, it is critical

to initiate and participate in client discussions.

Another theory that anchored this study is the Word of

Mouth/Psychological Ownership Theory and Perceived Control.

Historically, tourism researchers have found that advice from friends and relatives

is the most frequently obtained and influential source of information consumers

use in their travel decision-making (Crotts, 1999; Perdue, 1993). The information

communicated by friends and relatives is construed to be more credible, honest,

 7

and trustworthy than that generated by marketers since the communicators are

not compensated for the referral.

Advancements in the Internet and Web 2.0 technologies now allow

consumers to access personally meaningful critiques not only from friends and

relatives but from strangers (e.g., travel blogs, which continue to grow in

popularity). Asatryan and Oh (2008) applied Psychological Ownership Theory to

explain why former guests are motivated to offer WOM (Word of Mouth Marketing)

feedback. In reviews, the terms' mine, "my,' and 'our' show that some customers

build emotional relationships with the businesses they patronize. In such

circumstances, one would expect a loyal guest to provide positive feedback to

others while channeling negative feedback to management (Mattila, 2001).

However, where no such loyalty exists, the motive to write either a negative or

positive review may be to control or influence the business by indirectly

communicating with potential customers.

Loyal customers write positive evaluations on travel blogs to reward firms;

non-loyal customers post positive ratings to help other customers. The consumer

may feel efficacy, intrinsic pleasure, and extrinsic gratification when giving such

recommendations to others (Pierce et al. 2003). These propositions describe

strategies for a business to leverage customer feedback and social media to its

strategic advantage. On the other hand, firms should enhance the perception of

psychological ownership and control among their customer base through loyalty

and guest feedback and service recovery programs; they should keep more
 8

negative evaluations internal and positive external feedback. On the other hand,

businesses that place a low premium on customer loyalty or guest feedback should

anticipate customers rewarding and punishing their performance via social media.
 9

THE PROBLEM

Statement of the Problem

This study aims to determine the effectiveness of social media marketing

to consumers for the sustainability of the start-up businesses in Barangay

Mactan. The result of the study served as the basis for conceiving a

recommendation for the entrepreneurs.

Specifically, it seeks to answer the following questions:

1. What is the profile of the respondents in terms of:

1.1 Age

1.2 Gender

1.3 Educational Attainment

1.4 Occupation?

2. What are the significant Social Media Marketing Tools to use for the

sustainability of a start-up business in terms of:

2.1 YouTube

2.2 Facebook

2.3 Instagram

2.4 Twitter

2.5 Tiktok?
 10

3. What are the levels of advantages of using Social Media Marketing for a

start-up business in terms of:

3.1 Promotion of products and services

3.2 Huge Audience

3.3 Established trust and reputation?

4. What influences respondents to use Social Media Marketing tools in their

buying decision?

5. Based on the results, what recommendations may be proposed to

establish effective social media marketing to consumers for the

sustainability of start-up business in Barangay Mactan?

 11

Significance of the Study

The study measures the effectiveness of social media marketing to

consumers for the sustainability of start-up businesses. Therefore, the result of

the study was seen as beneficial and significant to the following groups for whom

the research was intended:

Start-Up Business Owners. This study will help start-up business owners

how to build an online brand and increase their customer base. It will also help

them lessen the cost of advertising. However, it will positively increase their

exposure in the market and even reach beyond their desired target market.

Aspiring Entrepreneurs. The study will benefit aspiring entrepreneurs,

which will help them be effective with their business' social media strategy.

Customers and Potential Buyers. This study will provide a lot of

information to make customers' and potential buyers' shopping experience quicker

and more accessible and improved customer service.

Researchers. The study equally benefits the researchers in the field of

marketing. It will help the researchers to gain additional knowledge and explore

the role of social media marketing in start-up businesses' effectiveness and

sustainability.

Future Researchers. The findings add to the literature an essential

perspective of social media marketing. The study can be used as a reference by

future researchers in social media marketing, whether to enhance the topic or site

other essential aspects.

 12

RESEARCH METHODOLOGY

Research Design

The study applied the descriptive survey method, with the questionnaire

serving as the primary tool in data gathering. The researchers used Google Forms

to acquire information from the respondents. This method of sampling would also

help to minimize costs and consolidate data more efficiently.

INPUT PROCESS OUTPUT

-The respondents' profile in
terms of age, gender,
educational attainment and
occupational status.
-Most Significant Social
Media Marketing Tool
- Buyer's Level of Advantages
-Descriptive - Recommendation
Methodology of effective social
-Data Collection media marketing for
sustainability of
-Analysis and start-up business.
Interpretation of Data

Figure 1. Research Flow Chart

Figure 1 shows the flow of the research study. It served as the model

for the whole research. The primary part was the respondents’ demographic

profile, asking for the most significant social media marketing tool, and the buyer’s

level of advantages of using Social Media Marketing Tools for a start-up business.

The second part includes the process of developing a Descriptive Methodology,

 13

Collecting Data, and analyzing and interpreting data. The evaluated data and

consumer reviews were the basis for developing recommendation of effective

social media marketing for sustainability of start-up business.

Research Environment
The study was conducted in Sitio Isuya and Sitio Angasil of

Barangay Mactan (one of Lapu-Lapu City's most well-known barangays), with an

estimated combined population of 700 people.

Since the purpose of the study is to determine the effectiveness of

social media marketing on the sustainability of the start-up businesses in Barangay

Mactan, the location is appropriate and suitable for the analysis. It would enable

the researchers to conduct the research study in a more convenient place and

time. The study would also help them to have quick access in gathering data and

responses from the respondents.

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Research Respondents

A total number of 100 residents from Barangay Mactan, specifically

from Sitio Isuya and Sitio Angasil, participated in the research study.

TABLE 1
Research Respondents
n= 100
Occupational Status n Percent
Student 42 42%
Self-employed 17 17%
Employed 40 40%
Unemployed 1 1%
Retired 0 0%
Total 100 100%

Table 1 presents the respondents' number based on their

occupational status using convenience sampling as the data-gathering technique.

Research Instrument

The main instrument used to gather data needed in the study

was administered to the respondents using the google form. The first part of the

questionnaire is to determine the respondent’s profile regarding their age, gender,

educational attainment, and occupational status. The second part of the

questionnaire pertains to the most significant social media marketing tool. The

third part is the buyer’s or respondent’s level of advantages of using Social Media

Marketing Tool.
 15

To interpret the responses, a parameter was used:

Mean Rating scheme: Interpretation

There was evidence that the

4.3-5 Strongly Agree indicators were performed in all
cases.

There was evidence that

3.5-4.2 Agree the indicators were
performed in many cases.

Neither Agree
2.61-3.4 Neither performed nor not
nor Disagree
performed

There was evidence that the

1.81-2.6 Disagree indicators were performed in few
cases.
There was no evidence that the
1-1.80 Strongly Disagree
indicators were performed at all.
 16

Dry-run Procedures

A dry run procedure was conducted among 20 respondents in the

Barangay Mactan to test the researcher-designed instrument's reliability. These

respondents were not included in the actual administration of the questionnaire.

The survey instruments were administered to the identified 20 dry-

run respondents through an online survey form. The survey questionnaire was

explained to them. Then, the collected data was sent to a statistician, who

tabulated and analyzed it.

 17

Research Procedure

Data Gathering. The researchers followed the necessary steps to

obtain the needed data according to the institution's rules and regulations. First,

the letter of permission is addressed to the Dean of the College of Business and

Accountancy so the researchers can administer the data gathering to its target

location and respondents. There was no face-to-face survey that happened

considering the COVID-19 situation. Therefore, the researchers gathered data

using google forms. At that point, the researchers started to run the survey around

the vicinity targeting the desired respondents.

Treatment of Data. The responses to the questionnaires were tallied.

The following statistical tools were used to facilitate the analysis and

interpretation: Frequency and Simple Percentage were used to summarize and

analyze the respondents' profile. Weighted Mean was used to determine the

effectiveness of social media marketing on the sustainability of the start-up

businesses in Barangay Mactan

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Ethical Considerations

In one of the significant parts of the survey, ethical issues were addressed

during research. During the survey process, the researcher did require any private

information such as age, gender, occupational status, and monthly income.

Participating in the survey was entirely voluntary, and each individual was fully

introduced to the main objective of the research and was asked their consent to

participate and fill out the questionnaire. During the whole process of filling out,

respondents had the full right to stop at any point and had no obligation to

continue if they were not willing to.

 19

Trustworthiness of the Research

This analysis's findings are consistent with the sample population's narrative

and are not due to contradictory findings. According to the researchers, the study

was well-planned, with sufficient quality control and implementation strategies in

place, including adequate data collection, analysis, and sample size.

All of the information collected was treated with the utmost discretion and

confidentiality. Only the researchers in this study had access to the Google Drive

link to review the participants' responses. By carefully inspecting the data gathered

in the Google forms, the leakage of information was prevented and stopped

throughout the process. Instead of relying on their personality, beliefs, or values,

researchers relied on the substance of what they learned. Nothing is based on

something other than the actual, verifiable facts and no act of any sort. There is

no data manipulation, and everything is based on factual and verifiable data.

 20

DEFINITION OF TERMS

Social Media Marketing. It refers to promoting a business's products and

services via the use of social media and social networks. It is equipped with

purpose-built data analytics tools that enable marketers to track the effectiveness

of their campaigns.

Social Media Marketing Tool. These are Social Media Platforms (such as

YouTube, Facebook, Twitter, Instagram, and TikTok) used to promote products

and services.

Start-Up Business. It refers to a business that is in its early phases of operations.

Start-ups are created by entrepreneurs who desire to create a product or service

that they perceive will be in demand.

Social Media. It is a type of computer technology that enables the exchange of

ideas, opinions, and information via virtual networks and communities.

Sustainability. It focuses on addressing the demands of the present without

jeopardizing future generations' ability to meet their own needs.

In-App Purchasing. A term refers to purchasing goods and services directly from

an application on a mobile device, such as a smartphone or tablet.

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CHAPTER 2

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter represents the results of the data gathered. The first part

presents the profile of the respondents. The second part presents and summarizes

the most significant Social Media Marketing Tool used for the sustainability of the

Start-Up Business, and the last section contains the level of advantages of using

Social Media Marketing for a Start-Up Business.

Table 2 shows the profile of the Barangay Mactan residents based on age,

gender, educational attainment, and occupational status. The result shows that

the respondents aged in the range of 16-22 years old are equivalent to 47.00

percent. This data implies that this is the average age for social media users since

the majority of teenage youth agreed that the advantages of utilizing social media

includes ease of access, time saving, increased options, and a lower cost (Murad

and Salleh, 2014).

As for gender, the majority, or 61.00 percent of the respondents from

Barangay Mactan, were female. It shows that the female has more impulse to use

social media.

As for educational attainment, 48.00 percent of the respondents were

mostly some colleges with no degree.

As for occupational status, 42.00 percent were students. According to

Kanchan (2017), Students are among social media users because they thought
 22

that social media is convenient and has quick access to more products and

information.

Table 2
Profile of the Respondents
Indicators Frequency Percentage
A. Age
 16-22 47 47.00
 23-29 37 37.00
 30-36 12 12.00
 37-43 3 3.00
 44 and above 1 1.00
 Mean: 1.74
 Sd: 0.86
B. Gender
 Male 39 39.00
 Female 61 61.00
 Mean: 1.61
 Sd: 0.49
C. Educational Attainment
 Some High School 1 1.00
 High School Graduate 15 15.00
 Some College, no degree 48 48.00
 Associate's Degree 3 3.00
 Bachelor's Degree 29 29.00
 Graduate Degree (Masters, Doctorate, etc.) 4 4.00
 Mean: 3.56
 Sd: 1.20
D. Occupational Status
 Student 42 42.00
 Self-employed 17 17.00
 Employed 40 40.00
 Unemployed 1 1.00
 Retired
 Mean: 2.00
 Sd: 0.93

Table 3 shows the result of the most significant Social Media Marketing Tool

used for the sustainability of the Start-up Business. The table shows that YouTube
 23

was recorded as the highest mean at 4.72 for social media that offers paid

subscriptions. Social media that provides Ad Banners (Skip Ads, Pop-up Ads Short

Videos, etc.) was still YouTube, recorded at an average mean of 4.58. Followed by

the second social media, Facebook, it was recorded as the highest mean at 4.00

for the uses of In-app purchases and recorded as the highest mean at 3.72, which

provides excellent search Engine Optimization for users. Lastly, Instagram was

recorded as the third social media table that uses promotional hashtags, with the

highest mean at 3.12. According to Brandon Bauer (2021), YouTube advertising

has several advantages, from targeting and customization to measurement and

cost-effectiveness. Still, the essential benefit is the "reach," which allows two billion

account holders to view a series of videos daily. The more views, the more likely

the business's commercials will succeed. Second, Facebook uses In-app purchases

that are a significant source of money in today's market and, when executed

effectively, may help small companies expand and accomplish more incredible

things (Zaheer, 2020). Also, Facebook has a powerful search engine tool that

displays search terms and query results just for the Facebook platform, such as

people, pages, places, products in the marketplace, etc. (Lincoln, 2019). Lastly,

Instagram is considered the essential tool for promotional hashtags because it

benefits brands, including increased brand awareness, engagement, and

competitive analytical insights (Chenn, 2021). Product consumers can use

promotional hashtags on Instagram to showcase their experiences with the items

or services as a form of brand advocacy.

 24

Table 3
Most Significant Social Media Marketing Tool used for the
Sustainability of the Start-up Business
Indicators Mean Interpretation Rank
A. Uses In-app purchases. 4.00 Facebook 3
B. Provides Ad Banners (Skip Ads, Pop-up Ads 4.58 Youtube 2
Short Videos etc.)
C. Offers paid subscriptions. 4.72 Youtube 1
D. Provides great Search Engine Optimization 3.72 Facebook 4
for users
E. Uses Promotional Hashtags 3.12 Instagram 5

Table 4 shows the result of the level of advantages of using Social Media

Marketing for a Start-up Business as perceived by the respondents, which includes

three variables — Promotion of Products and Services, Huge Audience, and

Established Trust and Reputation in which each variables has five statements. As

for Promotion of Products and Services, the products and services

recommendation in any social media platforms recorded as the highest mean at

4.63 and recorded as strongly agree. Subsequently, social media platforms are

helpful to businesses in disseminating information about their products and

services, and the promotion of products and services on social media helps the

respondents make faster purchase decision, as the second and third means

respectively at 4.60 and 4.57 which is still recorded as strongly agree. Followed by

the promotion of products and services in social media that gives respondents

some ideas of things to buy as the fourth mean at 4.56, and promotions and

discounts displayed on the business social medial page that gives ideas to the

respondents of the things to buy as the lowest mean at 4.48, which both marked

as strongly agree. Social media networks allow entrepreneurs to engage with

 25

customers, raise brand awareness, and improve leads and sales. With over three

billion people accessing social media every month, the number of users and

engagement on powerful platforms continued to expand (Henderson, 2020).

Developing a compelling social media presence is essential for creating persuasive

and exciting content that instantly connects with the audience. A stronger

connection with the audience will lead to more loyal customers, and, as a result,

entrepreneurs will be able to maintain a competitive edge.

As for Huge Audience, product post from social media that has lots of

followers, likes, shares, comments, and retweets is helpful to respondents’ easier

buying decision was recorded as the highest mean at 4.63 and recorded as strongly

agree. Subsequently, relying on the feedbacks and reviews of a previous buyer

helps of respondents that made their buying decision easier as the second mean

at 4.61 and recorded as strongly agree. Followed by the encountered brands that

are interactive by sharing content, commenting, and posting statuses on social

media as the third mean at 4.57 and still recorded as strongly agree. The fourth

mean was the guidance of from social media influencers, friends or family helps

the respondents’ buying decision which is recorded as strongly agree with a 4.55

mean. Lastly, the convincement of the respondents to purchase from a particular

business as more and more visitors come across in any social media platforms as

the lowest mean at 4.53 but still recorded as strongly agree. According to Aleh

Barysevich (2020), people have a large number of connections on social media,

and as a result, information is consumed by many people. Content, images,

 26

promotions, discounts, and influencers are all elements of social media that can

impact customers' purchasing decisions and influence them to buy the same

product as promoted to potential customers.

Lastly, as for Established Trust and Reputation, the shopping experience

of the respondents will get quicker, more accessible, and improved customer

service as the highest mean at 4.31 and recorded as strongly agree. The second

means were the ability to build trust and easy interaction with sellers, and the

equipment of social media platform with adequate security features both means

respectively at 4.29 which is still recorded as strongly agree. Subsequently, the

good online reputation and positive customer review was recorded as the third

mean at 4.27 that interpreted as strongly agree. Lastly, safety and security while

using the social media platform as the lowest mean at 4.20 and recorded as agree.

According to John Hughes (2020), Customers are more likely to consider a

business favorably if it is perceived to be trustworthy. It improves the likelihood

that they will purchase a product or service from the company.

 27

Table 4
Level of Advantages of using Social Media Marketing for a Start-up
Business
Indicators Mean Interpretation Rank
A. PROMOTION OF PRODUCTS AND
SERVICES
 I can see products and services Strongly 1
recommendation in any social media 4.63 Agree
platforms.
 Social media platforms help the Strongly 2
businesses in disseminating information 4.60 Agree
about their products and services.
 The promotion of products and services Strongly 3
on social media helps me make faster 4.57 Agree
purchase decision.
 The promotion of products and services Strongly 4
in social media gives me ideas of things 4.56 Agree
to buy.
 Promotions and discounts displayed on Strongly 5
the business social media page 4.48 Agree
increases sales.
Aggregate Mean Strongly
4.57 Agree
B. HUGE AUDIENCE
 It helps my buying decision easier when Strongly 1
I see a product post from social media 4.63 Agree
that has lots of followers, likes, shares,
comments, and retweets.
 Relying on the feed backs and reviews Strongly 2
of a previous buyer helps my buying 4.61 Agree
decision easier.
 Encountered brands that are interactive Strongly 3
by sharing content, commenting, and 4.57 Agree
posting statuses on social media.
 Guidance from social media influencers, Strongly 4
friends or family helps my buying 4.55 Agree
decisions easier.
 As more and more visitors come across Strongly 5
in any social media platforms, the more 4.54 Agree
I am convinced to purchase from a
particular business.
Aggregate Mean Strongly
4.58 Agree
 28

C. ESTABLISHED TRUST AND REPUTATION

 It makes my shopping experience Strongly 1
quicker and more accessible and 4.31 Agree
improved customer service.
 It enables easy interaction with sellers, Strongly 2
and I can easily build trust. 4.29 Agree
 This social media platform is equipped Strongly 2
with adequate security features. 4.29 Agree
 It has a good online reputation and Strongly 3
positive customer review. 4.27 Agree
 I feel safe and secure while using this Agree 4
social media platform. 4.20
Aggregate Mean Strongly
4.27 Agree

The table 5 presents the summarized data on the level of advantages of

using Social Media Marketing for a Start-up Business wherein the three variables

were ranked according to respondents’ perception. The table shows that the Huge

Audience was recorded as the highest mean at 4.58. The second mean was the

Promotion of Products and Services recorded at an average of 4.57. Lastly, the

Established Trust and Reputation was recorded as the lowest mean at 4.47. It

presents an overall aggregate mean 4.47, which was recorded as strongly agree.

Social media is quite helpful for marketing. Businesses, both online and offline,

need to promote themselves to the public. Entrepreneurs may share their business

products and services globally because the majority are connected and using social

media (Adil, 2021). The promotion of business, products, and services through

social media is less expensive and more profitable.

 29

Table 5
Summarized Data on the Level of Advantages of using Social Media
Marketing for a Start-up Business
Variables Mean Interpretation Rank
A. PROMOTION OF PRODUCTS AND SERVICES 4.57 Strongly Agree 2
B. HUGE AUDIENCE 4.58 Strongly Agree 1
C. ESTABLISHED TRUST AND REPUTATION 4.27 Strongly Agree 3
Overall Aggregate Mean 4.47 Strongly Agree
 30

CHAPTER 3

SUMMARY, FINDINGS, CONCLUSION AND RECCOMENDATIONS

This chapter presents the summary, findings, conclusions and

recommendations of the study.

SUMMARY

The study aimed to determine the effectiveness of social media

marketing to consumers for the sustainability of the start-up businesses in

Barangay Mactan. The result of this study served as the basis for developing some

recommendations for start-up entrepreneurs.

Specifically, it sought to answer the following questions:

1. What is the profile of the respondents in terms of:

1.1 Age

1.2 Gender

1.3 Educational Attainment

1.4 Occupation?

2. What are the significant Social Media Marketing Tools to use for

the sustainability

of a start-up business in terms of:

2.1 YouTube
 31

2.2 Facebook

2.3 Instagram

2.4 Twitter

2.5 Tiktok?

3. What are the levels of advantages of using Social Media Marketing

for a start-up business in terms of:

3.1 Promotion of products and services

3.2 Huge Audience

3.3 Established trust and reputation?

4. What influences respondents to use Social Media Marketing tools

in their buying decision?

5. Based on the results, what recommendations may be proposed to

enhance the sales of start-up entrepreneurs through Social Media

Marketing Strategy. This study used a survey questionnaire as the

primary tool in data gathering. The study was conducted in Sitio

Isuya and Sitio Angasil of Barangay Mactan (one of the Lapu-Lapu

City’s well-known barangays), with an estimated combined

population of 700 people.

 32

FINDINGS

The following are the important findings of the study:

1. Female dominated the number of respondents in Barangay Mactan aged

16-22 years old. It shows that females used social media more

frequently. The analysis also reveals that the vast majority of

respondents were Some College, with no degree. As for occupational

status, most of the respondents were still students.

2. The significant Social Media Marketing Tools that are used for the

sustainability of a start-up business as perceived by the respondents,

shows that:

The most significant marketing tool in terms of offering

paid subscriptions and providing Ad Banners (Skip Ads, Pop-up

Ads, Short Videos, etc.) is YouTube because the videos include

interesting and informational content and ads that entice

respondents' attention and get them to purchase products after

watching YouTube videos. Furthermore, as for Facebook, in

terms of providing in app purchases, it indicates to respondents

an easy and instant purchase transaction. It also provides

excellent search engine optimization for respondents, allowing

them to easily discover content and provide the best possible

results. Moreover, respondents considered Instagram as the

 33

essential tool for promotional hashtags because it benefits

brands, including increased brand awareness, engagement, and

competitive analytical insights (Chenn, 2021). Product consumers

can use promotional hashtags on Instagram to showcase their

experiences with the items or services as a form of brand

advocacy. Lastly, as for Twitter and TikTok, it allows respondents

to reach out a certain brand or product by using specific hashtags

and relevant videos to their interests. As for the level advantages

of using Social Media Marketing for a start-up business, shows

that:

According to the interpretation, as for Huge Audience,

the respondents agreed that product posts from social media

with a huge number of followers, likes, shares, comments, and

retweets piques respondents’ interest and can help them make

their buying decision easier. Furthermore, as for Promotion of

Products and Services, respondents believed that social media

platforms are helpful to businesses in disseminating information

about their products and services, allowing them to make faster

purchase decisions, and allowing entrepreneurs to engage with

customers, raise brand awareness, and improve leads and sales.

As for Established Trust and Reputation, the respondents agreed

that when the social media marketing tool is outfitted with

 34

adequate security features, good online reputation, with positive

reviews, and when sellers are comfortable to interact with,

respondents can easily build trust.

3. As for the social media marketing tool that influences respondent in

their buying decision, shows that:

It is interpreted that respondents are influenced to use

social media because of the ease and convenience of purchasing

products and services 24/7 comfortably, offers numerous discounts

and vouchers, and offers variety of products since there is no space

limitation.

4. Based on the findings, the researchers hypothesized that they might

have recommendations for start-up business owners and aspiring

entrepreneurs regarding the effectiveness of social media marketing

tool on the sustainability of the start-up businesses.

 35

CONCLUSION

Social media has become a significant component of everyone's daily

lives because it enables the easy sharing of information and advertising of

various products and services. There are numerous social media networks,

including YouTube, Facebook, Instagram, Twitter, and Tiktok. All of these

networks have made it easier for marketers to promote their products and

services. The overarching focus of this study was on variables, such as

significance, advantages, and influences of Social Media Marketing Tools for

the sustainability of a start-up business. Based on the study's result, there

are three social media platforms with different features and functionalities

frequently used by teenagers aged 16-22 years old and to some adults —

these are YouTube, Facebook, and Twitter.

YouTube is the most effective marketing tool in terms of offering

paid subscriptions and providing Ad Banners because the videos include

engaging and informative content and ads that entice respondents'

attention and cause them to purchase products after watching YouTube

videos. Furthermore, in terms of enabling in-app purchases on Facebook, it

implies a quick and instant buy transaction to responders. It also offers

excellent search engine optimization for respondents, allowing them to

access content and provide the best results possible quickly. Furthermore,

respondents viewed Instagram as an essential tool for promotional

hashtags since it benefits brands in various ways, including greater brand

 36

awareness, engagement, and competitive analytical insights. Moreover, the

study concludes that social media can be a vital source to reduce the failure

rate of start-ups.
 37

RECOMMENDATION

Based on the findings of the study, the following may be recommended:

1. ENCOURAGE ENGAGEMENT. Encourage different social media users to

engage by interacting with your social media business account. There are

many ways to interact to the user, these are:

 Replying to comments. Getting back in touch with people who

have commented on your social media posts is essential to

maximizing engagement on the platform. Providing timely responses

to your followers will increase the likelihood of them leaving another

comment. As a bonus, when other users notice that you are

responding to comments, they will be more likely to leave a comment

as well.

 Running a Social Media Giveaway. Running a giveaway or

contest on social media is an efficient strategy to increase interaction

and drive more traffic to your website. It can also assist you in

gaining more followers, expanding your email list, driving traffic to

your website, and other activities.

 Ask for User-Generated Content. You can also encourage your

audience to create user-generated content to engage with your

business. User-generated content is any type of content produced

by people on internet platforms such as social media, such as

photographs, videos, or text. Sharing the photo and tagging the user
 38

in the caption is frequently enough to encourage others to share

their content as well. This is not only beneficial to engagement, but

it also contributes to the growth of brand awareness.

 Asking for feedback. Another simple technique to increase

engagement and initiate conversations is to ask your questions to

your followers. Ask them a question that is both humorous and

essential to your business. You can even seek direct comments about

your business from them.

2. COMPLETE THE SOCIAL MEDIA PROFILE. A partially completed social

media profile will not appear professional to users. Therefore, when

creating your social media profiles, ensure that they are fully completed.

The information you add will vary according on the social media site and

the nature of your business. However, you'll normally want to include the

following:

 Profile Image. The majority of businesses utilize their logo

as their profile image.

 Cover Photo. It is referred to as a header picture, this is the

large image that spans the top of the page. Utilize a relevant

image, such as one of your product or team members.

 Link to your website. Add the website URL to your profile

to direct social media users to your website.

 39

 Business Category. Choose a business category so that new

users understand what your company does.

 Business Description. In this part, you can sell your

company to new users. Inform them about your product or

service and why they should consider using it.

 Contact Information. Include contact information like your

business's address, phone number, and e-mail address so that

people may reach you or visit to your location.

3. DEFINE YOUR MARKETING GOALS. A good social media marketing

strategy begins with defining your core objectives. If you start posting on

social media without a plan, your marketing approach will lack direction and

it will be tough to measure your success. Take some time to think about

your goals for your social media strategy before you begin. To get you

started, here are some of the most typical goals:

 Promoting great quality of products and services

 Creating a huge audience

 Establishing trust and reputation

Once you've decided on your core objectives, keep them in mind

while you develop social media marketing strategies. Having clear

objectives in mind will make it much easier to generate content that will get

the results you desire.

 40

4. SHARE CONTENT ON SOCIAL MEDIA. It is recommended that you

generate content that will be useful to your target market. Users will come

to your business if you offer helpful material, and they will return to your

page again and again for assistance if you create helpful content.

Additionally, it is essential in developing social media users into customers.

And here are some suggestions to help you make sure that each of your

social media postings is a great success:

 Keep it short and simple. In order to gain attention on social

media, you only have a limited period of time to do so.

Consequently, make your captions concise and to the point.

 Add images. Make your postings stand out from the rest of the

feed by including eye-catching photographs or videos.

 Use relevant hashtags. The use of hashtags can help you

reach a wider audience online. On networks like Facebook,

Instagram, Twitter, and TikTok, you can search hashtags to

locate popular and relevant ones.

 Add a call to action. Inform users of their next steps. You might

ask users to like and share your post, visit your website, subscribe

or follow you.
 41

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from https://bit.ly/3CIxJV0
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Context of Service Failures. Retrieved from https://bit.ly/3FsG8hc
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 44

CURRICULUM VITAE

DENISE KHONAMARIE C. APAS

Sta. Rosa, Lapu-Lapu City, Cebu 6015
09956197721
apasdenisekhonamarie@gmail.com

Personal Data:

Birthdate: April 18, 2000

Civil Status: Single
Citizenship: Filipino

Educational Attainment:

University of Cebu- Lapu-Lapu and Mandaue

Tertiary School

Nemesio Epifania Taneo Memorial High School

Secondary School

Sta. Rosa Elementary School

Primary School
 45

CURRICULUM VITAE

SHELA MAE B. BARRO

Bankal, Lapu-Lapu City, Cebu 6015
09452590605
shelamaebarro.18@gmail.com

Personal Data:

Birthdate: April 18, 2000

Civil Status: Single
Citizenship: Filipino

Educational Attainment:

University of Cebu- Lapu-Lapu and Mandaue

Tertiary School

Saint Dominic Savio International School

Secondary School

Bankal Elementary School

Primary School
 46

CURRICULUM VITAE

JOHN LARRY L. CINCO

Maribago, Lapu-Lapu City, Cebu 6015
09565514527
jayellagrada@gmail.com

Personal Data:

Birthdate: May 7, 1999

Civil Status: Single
Citizenship: Filipino

Educational Attainment:

University of Cebu- Lapu-Lapu and Mandaue

Tertiary School

University of Cebu- Lapu-Lapu and Mandaue

Secondary School

St. Joseph School of Mactan

Primary School
 47

CURRICULUM VITAE

ERECCA A. ENCIENZO
Rivera Street, Jugan, Consolacion, Cebu 6001
09510349140
ereccae@gmail.com

Personal Data:

Birthdate: August 19, 2000

Civil Status: Single
Citizenship: Filipino

Educational Attainment:

University of Cebu- Lapu-Lapu and Mandaue

Tertiary School

Holy Child High School

Secondary School

Libagong Elementary School

Primary School
 48

CURRICULUM VITAE

REA MAE N. GIMOROS

Ibabao, Cordova, Cebu 6017
09323539643
reagimoros@gmail.com

Personal Data:

Birthdate: December 25, 1999

Civil Status: Single
Citizenship: Filipino

Educational Attainment:

University of Cebu- Lapu-Lapu and Mandaue

Tertiary School

Saint Dominic Savio International School

Secondary School

Lapu-Lapu City Central Elementary School

Primary School
 49

APPENDIX A – Transmittal Letter

November 29, 2021

DR. ILY E. ABELLA

Dean, College of Business and Accountancy
University of Cebu Lapu-Lapu and Mandaue

Thru: Dr. Marlon F. Montecillo

Chairperson, College of Business and Accountancy

Dear Dr. Abella:

Good day!

The undersigned are the fourth year students of the College of Business and
Accountancy (CBA). We are currently enrolled at the University of Cebu Lapu-Lapu
and Mandaue taking up Bachelor of Science in Business and Accountancy major in
Marketing Management.

With this, we would humbly ask permission from your good office to conduct a
research study in this school pertaining on: “The Effectiveness of Social Media
Marketing for Sustainability of Start-up Business in Barangay Mactan”.

Rest assured that the gathered data will be kept with utmost confidential.

Hoping for your positive response with this matter.

Respectfully:
Shela Mae B. Barro
Denise Khonamarie C. Apas
John Larry L. Cinco
Erecca E. Encienzo
Rea Mae N. Gimoros

Noted by:

DR. WINNIE MARIE T. POLIQUIT DR. MARLON F. MONTECILLO

Instructor Research Adviser

Approved by:
DR. ILY E. ABELLA
Dean, College of Business and Accountancy
 50

APPENDIX B- Research Instrument

51
52
53
54
55
 56

APPENDIX C- Pilot Testing Result

57
 58

APPENDIX D- STATISTICAL RESULTS

59
 60

APPENDIX E- Grammarly Result

Standard 4S
 61

APPENDIX F – Location Map

SHORT HISTORY OF MACTAN

Mactan is a well-known barangay in the City of Lapu-Lapu because of its

historical sites and tourist spots. It is also the area where the battle of Datu Lapu-
Lapu and Magellan happened.

Before Spain colonized the place in the 16th century, it was a Muslim
community. A Portuguese explorer named Ferdinand Magellan arrived in the area
in 1521 and became embroiled in tribal strife among the island's tribes, only to be
killed in battle by the warriors of Datu Lapu-Lapu, one of the island's chieftains.

The current name "Mactan" came from the earlier form of a name,
"Manctan." However, there was evidence that as early as the 17th century, the
place was already named "Mactan." However, Oral histories claiming that the name
"Mactan" developed from the name "Mangatang," which means "pirate."
 62

APPENDIX G – Adviser’s Acceptance

Standard Form 10
63
 64

APPENDIX H – Statistician/Content Expert’s Acceptance

Standard Form 11
65
 66

APPENDIX I – Title Approval

Standard Form 1S
 67

APPENDIX J – Compliance Checklist

Standard Form 2S
68