The Effectiveness of Social Media on Business Advertisements In Grade 12 Senior High

Students of Sto.Tomas National High School

In Partial Fulfillment of the Requirements

for the Inquiries

(Quantitative Research)

Authors:

Maito, Cassandra Monica

Almagro, Elida Mae

Donasco, Hainnah Dyl

Bayotas, Jumeirah Joy

Muñeza, Marvin
 February 2023

Chapter 1

Introduction

Rationale

In today’s technology driven world, Social networking sites have evolved into a channel

for retailers to expand their marketing campaigns to a wider audience. Businesses must learn

how to use social media in a way that is consistent with their business plan because social

media has significantly changed the tools and approaches for communicating with customers.

According to (Chi, 2011), social media marketing is a “connection between brands and

consumers, while offering a personal channel and currency for user centered networking and

social interaction” (Mangold & Faulds, 2009).

To begin with,social media advertising is a tool businesses can use to increase brand

awareness, attract new customers, and grow their customer base. Learn the effectiveness of

social media advertising in this quick article.Hence, it is a form of internet advertising that helps

you reach prospects and customers on social media. It can include ads on your favorite social

media site, like Facebook or Twitter, or it can consist of advertisements in the form of a

sponsored post from an influencer with a Facebook, TikTok, Instagram, or Twitter account

(Kay, 2022)

Furthermore, social media are “a series of Internet-based applications that expand on

the theoretical and technological foundations of Web 2.0, and enable the creation and

exchange of user created content,” according to (Kaplan,et.al 2010).(Sinclaire,et.al

2011)Hence, social media is the setting in which social networking occurs and has changed

how customers obtain information and make purchasing decisions.

In Addition an advertisement, also known as an advertising or ad, is one that is typically

printed, audio, or visual and is created to promote a good, service, or concept using a variety

of media, such as billboards, direct mail, print magazines and newspapers, radio, television,

and the Internet. while advertising is utilized to some level in every contemporary civilization,

frequently by a government agency or service, it is most pervasive in nations with competitive

economies (Nolen, 2022)Thus it is a form of marketing communication used to sway

consumers’ decisions to try or purchase a product. This is one of a company’s most successful

marketing strategies for reaching the intended market. It disseminates among the clients the

promotional message that contains all of the information about the product (Pahwa, 2023)

Also there are eight different sorts of advertisements, according to copywriter

(LaMarco,et.al 2018). Display ads, which also include newspaper and digital ads, are the

earliest kind of advertising. The second type of advertisement is one you see on social

networking sites like Facebook, Instagram, Pinterest, and others. The third sort of

advertisement is in newspapers and magazines, which is more conventional but still powerful.

The next category is outdoor advertising, which includes advertisements on buses, taxis,

bikes, and trains. The fifth category consists of radio and podcast advertisements, which are

frequently played during radio or podcast programs.

Direct mail and personal sales, the sixth sort of advertisement, involve the technique of

mailing a persuading sales letter to the target market. The seventh category is video

commercials, which engage the target audience by persuading them to purchase a product

they have seen on social media sites like Facebook. The final sort of advertising is product
placement, in which you pay a podcast presenter to mention using your product or pay for

adverts to appear on television programs.

Throughout time, 4.55 billion people worldwide used social media in January 2022, up

9.9% from the previous year (400 million new social media users). It goes without saying that

social media marketing is an efficient way to contact your target audiences online given the

huge amount of social media users throughout the world.In February 2022, there were over

334 million people living in the United States, and 84% of them used social media

(Kepios,2023).Social media is used by more than half of the world’s population (7.9 billion)

(4.55b).

In Philippines With the country’s rising middle class, a growing number of internet users

(about 76 million in 2019), and heavy online activity per user (a daily average of 9 hours and

45 minutes), entrepreneurs are poised to reach more Filipino consumers with strategic online

marketing and advertising. Investment in digital ads shows no signs of slowing down.The e-

commerce market is anticipated to grow to $10 billion by 2025 from $7.9 billion in 2017.

(Jazbee,2020)

Lastly, when using social media platforms for advertising, one of the most significant

disadvantages of social media marketing is the security and privacy issues. You basically need

to surrender your information, both public and personal, in order to get the most out of your

marketing effort. With social media platforms being a constant target for hackers or or

unethical people, your information and data will never be safe (Techjackie,2022).

Furthermore, there were significant gaps in security and privacy policy issues. One of

the biggest drawbacks of social media marketing is the security and privacy issues. As
technology advances, the number of hackers and other intruders grows. When these hackers

gain access to our social media accounts and channels, they have the potential to cause us

harm. They will have the ability to devastate a company's image and reputation

(Muthoni,2022).This study will be able to help determine how successful a business can be

with online marketing. This study will demonstrate whether social media platforms are useful

for business advertisements. In Sto. Tomas Davao del Norte, specifically in Sto.Tomas

National High School,and Grade 12 Senior High Students has been identified on how effective

Social Media on Business Advertisements. Therefore, this study aims to identify and analyze

the effectiveness of Social Media on Business Advertisements of Grade 12 Senior High

Students of Sto.Tomas National High School.

Statement of the Problem

The problem of this research is how social media has become influential in business

advertisements in Grade 12 Senior High students of Sto. Tomas National High School.

This research aims to answer the following questions:

1) What are the demographic profiles of the respondents in terms of:

a. Age

b. Gender

c. Strand

2) How effective is social media on business advertisement in terms of promotion?

3) What are the advantage and disadvantages of social media in business advertising?

4) What is the most effective medium of social media in the advertising business?
5) What are the recommendation and suggestions of the researcher to have an effective

advertisement online?

Research Hypothesis(es)

HA: Social media on business advertisements is effective in grade 12 senior high student of

Sto.Tomas National High School

Review of Related Literatures

Local Studies

Advertising using social media platforms is not new to us, now that it’s booming like

never before. Social media is the best place to promote and advertise products or services.

First, it lower ad costs, compared to traditional advertising methods like TV and radio

advertising, social media advertisements is cheaper than the said methods. Second is the

targeted reach, we all know that all of us use social media nowadays that’s why it is easy to

reach more targeted prospects and get more customers.

First of all, you have to accept the truth that the world of technology and internet

changes every single day. What works like a charm today may not worktomorrow.Go through

the history of the recent few years and find out the trends in social media marketing.

According to (Creativo, 2012) 40% of the people around the world started connecting

more on social media platforms than face-to-face and that keeps on increasing that that’s how

you have to explore the trends and prepare a strategy for your business based on that fact.

(Russel, 2012) concluded that social media marketing is a fairly new trend; Marketers

should intensify their efforts to develop and expand their social media marketing strategies to
improve their online positioning. It means that marketers or business man and woman should

give their effort to know what social media can do to improve their business because as a

marketer social media is very helpful for them to be recognize by the social media users and

the majority of their population are focus on social medias so using it as a tool to improve their

business is so easy and fast.

When using social media platforms in terms of advertising you need to connect to them

on a more personallevel and engage inrealconversations.You need to formulate a social media

strategy that clearly aligns your goals with other areas such as content marketing, search

engine optimization, etc. You need to respond immediately so when they approach you with a

relevant query, you should get back to them with the right answers. And also you need to

personally interacting with other people and it will keep your customers keeping coming back.

Social media is today way of life. A lot of people are using social media basically for

their communications to others. These days a growing number of businesses are also using

social media for promotion or advertising. It is a good idea or way for all businesses it helps

them to introduce their product to everyone in a easy way. But they need to learn it how they

will use it in good way without harming other people like scams. Social media is now a big part

of our everyday life, in just one click you can have what you want. Business advertisement can

see in different types like while you are watching videos in Facebook, YouTube, Instagram etc.

and that is the way on how different companies advertise their product in social media.
 Once you have reviewed the history and have a comprehensive understanding of the

social media trends, it’s time to focus and start working.You definitely need social media

presence (in Twitter, Facebook, for example). Some Pinoy bloggers or Filipino Internet

marketers published web pages that attract visitors. In some cases, advertisers pay these

bloggers or online publishers so that their advertisement appears in their blogs or web pages.

Some advertisers pay the online publisher directly. Others pay a third party online advertising

broker, who then shares a percentage of that payment with

The blogger or internet marketer. Online income will depend on how much advertiser

pays, which depends largely on the quality of site visitors.

Internet has now become the most common tool that consumers use to find information

on products and services that they are considering buying. Actually, almost two out of every

three conversations online refers to a brand, product or service (Hubspot, 2012). Therefore,

Social media largely affects customer’s purchase decisions, because consumers usually seek

other opinions and recommendations. Indeed, 78% of global consumers declare that they trust

and believe other costumers’ recommendation for products and services more than any other

medium.

The study mentioned that the Total Philippine population is 104 million, 69 million of

whom are internet users, and 69 million are active social media users. Mobile subscription

number 129.4 million, while active mobile social users are 59 million. On device usage: 88%

use any type of mobile phone; 61% utilize smart phone; 39% and 25% avail of laptop or

computer and tablet respectively. Social media continues to dominate, but content and
marketing influencer and sponsored content are on the rise. Social media in the Philippines are

used for searching and purchasing products or services by nearly a third of the population, with

Facebook as the priority medium.

According to (Garcia, 2016)“No one can underestimate the power of Social Media in the

Philippines; this is where we interact with customers, respond to their inquiries and even get

real time feedback about product quality. As consumer are depending more and more their

footprint on social, so should marketers.”

Companies and brands who wants to succeed in social media marketing should

understand that one of its critical pillars is content. Pao Pena, the Chief Experience Officer at

Dents u Jayme Syfu believes, “Many brands are jumping on influencers as a source of content

primarily because weareselling them as paid media and sometimes without proper guidance

on whether they truly add value to the marketing mix”.

Based on the study conducted by Effective Measure, 83% Filipinos are using Facebook

and other social media on their daily lives. “Social networks are vital medium for consumers.

More brands are using social media and sponsored ads will help them connect with their target

client ba se.” One of the social media that are popular to Filipinos is Facebook as they spent

hours in using Facebook that lead businesses to collaborate with business to have a video

advertisement. Last year, Facebook allowed business to have a video advertisement and

sponsored advertisement which results some users to buy from seeing the advertisement in

Facebook.
 Using the Facebook a features many of the company increased it returns on ad spend

like, Zaggora which is a company of women’s active wear that increased its return onad spend

(ROAS) because of the advertisement feature of Facebook. There are social media like

Facebook that uses advertisement to help companies and also the consumers to be able to

know more about the products before buying it. It ensure buyers if the product has its good

quality, features, uses, and prices that the consumer always consider.

Foreign Studies

In this competitive world, taking a product into a market is not an easy one. In earlier

days, the penetration becomes a challenging job. Whereas, sustaining in the market become a

crucial task nowadays. In this way, advertising play a major role in marketing process. The

companies are fighting in the marketing world with well-prepared advertisement through which

corporate is trying to maintain a constant sales rate and sustain in the market. The researchers

found that informativeness, entertainment, and believability had an instantaneous, positive

impact on each advertising worth and attitudes toward web advertising.

From the beginning, social media has had an important impact on all of us. Social

media started out as a method for people to either connect or reconnect with each other. At

this point, social media has become much more. It become much more because it will make

the connections or communication fast and easy. And that is good for advertising it easy to

share your products to others even in different places without consuming too much time and

cash involvement especially when you just looking.

 According to the study of ( Paquette, 2013), Social media or networking sites have

become largely one of the marketing tools used by retailers to easily attach to consumer who

are actively social media users. “Social media advertising is a connection between consumer

and b rands, while offering a personal channel and currency for user centered networking and

social interaction” (Chi, 2011). Through social media customers who are actively used social

media can see advertisement of different products or services they can know a particular

product and its attributes, characteristics, and uses that may lead the consumer to buy the

product.

The study also mentioned about the consumer technology readiness where consumer

should be aware and have knowledge about technology which they can use as a tool to buy

their needs and wants. The marketer should consider it because if their target market is not

aware about technology they may fail on selling through social media. “Technology related

developments such as the rise of powerful search engines, advanced mobile devices and

interfaces, peer-to-peer communication vehicles, and online social networks have extended

marketers’ ability to reach shoppers through new touch points” (Shankar et al. 2011). Social

media was only platfor m to communicate but as the time pass by, innovation continue that

leads marketer to advance the way of advertising their products and services which they used

technology or social media as a marketing tool.

 According to study from International Journal of Marketing, Financial Services &

Management Research (2012), Business gain impact for using technology as a use to

advertise or to sell their products. “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”. Because of social media, Marketers learned

that it will be a big help to their business. As they use technology to advertise their products,

they gain profit and also it benefits the consumer to easily buy their needs in just one click. As

businesses like this way of gaining profit they enhances it and applied to different social media

which we are seeing on different social media has advertisements. Based on this study,

consumers consider social media to their buying decision. They used social media to know

more about the product before having the decision to buy the product so that they can know

the attributes, characteristics, and uses of the products and to know the reviews or reactions of

other consumers to the product.

According to (Smith, 2019) social media statistics says there are now 3.2 billion users

around the globe. That is about 42% of our total present population. 68% of adults based in the

U.S reportedly have a Facebook account. Active social media users are composed of 48.2%

Baby Boomers,77.5% Generation X and 90.4% Millennial. An interesting research shows that

a user spends an average of 2 hours and 22 minutes in his social media account everyday

including messaging. 73% of online marketers agree that their efforts in implementing a social

media marketing strategy for their business have been effective. 2 million business today use

Facebook advertising for promoting their products and services.

 Therefore because of the booming population of number of users does social media

have like in Facebook, social media became not just for entertainment and communication

purposes but also for making more sales in your business. Making an advertisement for your

business in social media is hassle free and more effective because there are many people who

can see yourbusiness. Also if you make your customer satisfied in social media your business

will eventually known by others too because they will recommend you.

Social media advertising is the planning and executing of advertising campaigns

through those channels. In different social media you can advertise your product and it is easy

to catch the attention of the target customer. The reason that the face of marketing is changing

so drastically is that the marketers understand that they need to go wherever the clients are.

The fact is that the clients are hanging out in the online social communities. They Spend the

rest their time in scrolling, searching or viewing social media. It is the best asset of a business

to advertise their product in the way that the people or customer will always see.

Business people use marketing to successfully grow their businesses. The most

effective marketing approach is one that uses social media and traditional marketing in

tandem. Traditional marketing is the form using a radio, television and print to advertise or

introduce your product to everyone. Business owners have figured out that social media

marketing has a very positive effect on the success of business. It is a method that takes very

little money or income in for your business.

 Social media advertising is a must in looking to reach your target audience. In this

article, they’ll explain what social media ads you may use in advertising your business.

Facebook ads are popular across demographics and offers detailed targeting options. This

makes it a great platform to get started with social media advertising. Also, by posting a photo

you must show people using your product instead of simple photo of your product. Instagram

ads, is one of the most used social media sites of the millennials. In Instagram you can create

each type of ad for either the main Instagram feed, or for Instagram stories.

Social media marketing is a powerful way for businesses of all sizes to reach prospects

and customers. Based on this article, social media marketing, or SMM, is a form of internet

marketing that involves creating and sharing content on social media networks in order to

achieve your marketing and branding goals. Social media marketing includes activities like

posting text and image updates, videos, and other content that drives audience engagement,

as well as paid social media advertising. This article will help you to choose whatsocial media

platform you may use in advertising your business and get the market you need.

This social media includes: Facebook, we all know that the millennial are attached to

this social media platform by creating a business Facebook page you can connect to your

target market just be sure you’ll use such light tone words and be friendly to attract people.

Second, advertise using Linked In Groups is a great venue for entering into a professional

dialog with people in similar industries and provides a place to share content with like-minded

individuals. It’s also great for posting jobs and general employee networking. You will just

encourage your customer to give their recommendation about your business in this form you’ll

be able to know what your customer wants, and needs. Social media platforms are very useful
in advertising your small business like Facebook, Linkedin, Google, Twitter and etc. In this

strategy you may gain profit and reach your goal as an entrepreneur.

Significance of the Study

This study is being conducted to benefit the following:

Small Business Owners. The result of the study can help them identify the importance

of social media in their business advertisement to increase their customer and sales. The

study could encourage more business owners to use social media not just for entertainment

but to use it as material to improve and grow their businesses.

Teachers. The result of this study will help the teachers to gain more knowledge about

using social media as an added tool for business advertising. It will also help them upgrade or

be in the modern technology.

Students. The study results could help the students know the importance of social

media for personal use and advertising the business or services.

 Advertisers. This research will benefit the media advertiser to be more innovative in

advertising their product online. This study will also help them gain more ideas for developing

modern advertising models through social media.

Customers. This study will benefit the customers to be aware of the products and

services they see in social media advertisements. This study may lead the customer to

suggest to other customers.

Researchers. This study will benefit the researchers about the effectiveness of social

media in terms of advertising in case a researcher puts up a business.

Future Researchers. This study will benefit future researchers using this research as a

guide or basis for their research. They can explore and make this research more effective and

sufficient because of the new information they can get from this study.

Scope and Delimitation

The study focuses on the effectiveness of social media on business advertisements in

grade 12 senior high students of Sto. Tomas National High School. The researcher intended to

study the effectiveness of social media as a tool for business advertisement and how effective

social media is in business as their advertising strategy to improve and promote their product,

service, and profit. Social media is not limited to only one site; it covers all social media sites

and instruments, such as Facebook, Instagram, Twitter, Google, and Snapchat. It also covered

the advantages and disadvantages of social media as a business advertisement for senior

high students of Sto. Tomas National High School.

 This research is limited only to the opinion and based on the experiences of the senior

students. The respondents are limited to 291 selected grade 12 senior high students of Sto.

Tomas National High School uses a stratified sampling per section and a survey that will

determine if social media is an effective medium of advertisement to them as a consumer of a

particular business online.

Theoretical Framework

The study employed the Customer Satisfaction Theory, or CSAT, which is frequently

used as a performance indicator on how satisfied customers are with a company’s or

organization’s performance, such as their marketing initiatives. The psychological condition of

customer contentment is determined by the client’s expectations.

Customer expectations of the business are tied to satisfaction. One way to gauge

expectation is as follows:
 The first factor is the importance of the product or services; this is the value that the

buyer should acquire, much like the value of the product that the client saw in the social media

advertisement before they made the purchase.

The second factor is the overall-effect satisfaction expectation, which refers to how

customers feel about the goods or services they have seen advertised on social media,

including whether they like them or not and whether they plan to buy them.

The third is the fulfillment of expectations, in which the customers’ satisfaction with the

acquired item is demonstrated. This occurs when customers anticipate the product to live up to

the advertisement they have seen.

The expected value from use comes last. This occurs when customers are happy with

the goods or services they have purchased and they keep buying the goods or services they

have seen in social media advertisements and in other customers’ reviews.

 Figure 1.Framework of customer’s satisfaction theory

Conceptual Framework
 There are many different advertising theories. The majority of advertising theories

typically contend that the key strategies used, such as increased brand exposure or repetitive

advertising, determine how effective an advertisement is. According to most theories, if you

want a consumer to like a product or a brand consistently, all you have to do is expose them to

the advertising for that product or brand so that they develop specific expectations and feelings

about it.

Advertising theories also incorporate consumer traits, product/service features,

competitive actions, and specific message and media characteristics. Social media advertising

takes use of online social networks, online communities, blogs, and other internet media

platforms. The four I’s of marketing theory are Individuality, Interaction, Interest, and

Interesting. These 4Is can assist businesses in determining the type of social media

advertising strategy they should employ to engage customers. The most crucial factor is that

this might be the finest way to present businesses themselves and foster more positive

thoughts in the minds of customers.

Interaction can be viewed as communication between customers and organizations.

What consumers stand to benefit from a particular social media platform can be used to

determine interest. The hypothesis was put forth by Philip Kotler and Gerald Zal. Lastly,

individuality relates to originality, which indicates that social media advertising needs to be

used creatively and make the material stand out in comparison to the others. They claim that

the social marketing theory focuses on how to spread information that has social value.
 In order to maximize the effectiveness of mass media communication campaigns, this

theory seeks to understand how societal and psychological elements interact. With information

sharing as its primary goal, this paradigm is useful for strategizing, designing, implementing,

and analyzing social media advertising. It use creativity to disseminate information rather of

relying on PSAs like in the past. According to social media theory, social media is crucial to the

field of digital marketing. Social media has undoubtedly been used in the past to boost repeat

business by retaining customers and increasing consumer loyalty. Social media content often

consists of engagement, value addition, and self-promotion.

Great content requires patience, talent, and originality to create. Making an infographic

is simply one aspect of the noise that is social media. Instead of broadcasting corporate

messages, brands may interact with customers directly and generate leads for highly targeted

advertising. The five advertising theories are: the imitative desire, shifting loyalties, the magic

of meaning, and the mediation of reality.

Advertising are most effective when coordinated with other media and the environment

in which they are used. The way the advertising use the media to evoke the world of fictions

and that of deeds together, rather than just the content, seems to be what makes them

persuasive in the first place. Second, advertisements are successful at convincing customers

to switch their loyalty to a particular brand because they can utilize messages that

psychologically associate a particular product with negativity. Ads are viewed as a form of

organized magic that hides the true nature of consumerism, which has an impact on social

objectives and public views. Fourth, psychologists contend that advertising is dangerous

because it employs psychology to create emotionally-charged concealed signals. This is

illustrated by the power of advertising to keep the people away from dissatisfied inquiries.
Lastly the drive to imitate others, particularly when they are successful, attractive, or famous,

has long been claimed to be part of human nature, according to numerous theorists.

Nonetheless, we should all agree that advertisements are crucial tools for forming views and

loyalties, which ultimately aid in obtaining allegiance.

Figure 2: Framework for Social Media Advertising

This framework demonstrates the link between social media advertising and online

shoppers’ pleasure. The person using a laptop is a representation of how involved people are

in social media today. The following image shows how social media advertising is having a

significant impact on online shopping. As a result, people are being encouraged to make

purchases online thanks to the creativity and information provided, which enable customers to

more easily make decisions about what they want or need. Finally, if a buyer purchases a
certain product that has been promoted on social media, they will either be satisfied or not.

Individual with a laptop Online Shopping Satisfied Client.

Definition of Terms
 Chapter 2

Methodology