TQM Case Study

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Chapter 1
THE PROBLEM AND IT’S SETTING
Background of the Study
Marketers have dramatically increased their creation and usage of
social media platforms; a relatively small portion have seen corresponding
increases in consumer brand engagement. They suggested that rather than
utilize social media communication technology to enhance short term
revenue sales promotions, marketers need to use this evolving technology
to create long lasting engagement. (Schultz & Peltier,2013)
India is on the verge of an Internet boom with a projected user base
of 330 million to 370 million by 2015, which will be the second largest in
the world, and the largest in terms of incremental growth (McKinsey &
Company, 2012). The Internet has changed on the way consumed products
and means of satisfying our demands for our comfort. The new buzz of
online shopping is witnessing lot of changes and gaining people trust day
by day. The online retail market is less developed and requires deeper
penetration and consumer engagement strategies(ComScore, 2013).
In United States, the internet has evolved into a dynamic and a
viable retail channel capable of generating over $143.2 billion in the retail
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sales in 2005, which was an increase of over 22 percent of what the country
realized in 2005 . This platform is relatively cheaper since the customers
easily view all the product features and have the products availed to them
without necessarily visiting the shopping malls. In most cases, the website
includes all the necessary information about a product (Simbolon., 2016).
Social media platforms such as Twitter and Facebook constitute a
substantial proportion of shopping strategies employed by various
businesses in the US. Their use is attributed to the fact that such platforms
are outreaching and relatively cheap. The customers can view the product
details in these platforms and make their purchases without necessarily
visiting the shopping malls because some businesses deliver the goods to
the consumers 94% of the major companies in the US with marketing
departments always include social media as a component of their
promotion tools (Bosari.,2012)
In the Philippines, especially in Pantukan more people especially the
younger prefer online shopping because of the many advantages such as
convenience, saves their time and effort rather than being dependent on
store visits (Sedley 2008). Consumers who buy online can cause to build
up the product preferences that help the marketers, entrepreneurs and

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businessmen who continually improve techniques to lead to an inevitable
increase in market share and profitability (Voyles 2007).
Thus, researchers were encouraged to conduct this study, trying to
find out how social media marketing and consumer engagement towards
online shopping has changed their thinking. The findings of this research
did not only help Pantukan marketers to formulate their marketing
strategies for online shoppers but increased the knowledge in online
shopping.
Statement of the Problem
This study aimed to find out the best social media preferred by
consumer toward online shopping in Pantukan Davao De Oro.
Specifically, the study sought to answer the following questions:
1. What is the extent of social media marketing toward online
shopping in terms of:
1.1 Networking Sites;
1.2 Social Media Advertising; and
1.3 Traditional Advertising?
2. What is the level of customer engagement towards online shopping in
terms of:
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2.1 Time saving;
2.2 Website Design/Feature?
3. Is there a significant relationship between the extent of social media
marketing and level of customer engagement toward online shopping in
Pantukan, Davao de Oro?
Hypothesis
The null hypothesis was tested at 0.05 of significance
There is no significant relationship between the extent of Social Media
marketing and level of consumer engagement towards Online shopping in
Pantukan Davao De Oro.
Review of Related Literature
This chapter presents the relevant literature and studies conducted
that to give light about social media marketing and consumer engagement
towards online shopping in Pantukan Davao de Oro.
Social Media Marketing

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Social media marketing consists of an attempt to use social media to
persuade consumers that one's company, products and/or services are
worthwhile. It is marketing using online communities, social networks,
blog marketing and more. Social Media Marketing is the process of
reaching prospects and customers, and acquiring traffic and visibility
through social media sites such as Facebook, Twitter, Linked In and many
others. Social media networks were relatively unheard of, businesses still
preferred to market their goods through physical media such as billboards,
pamphlets and direct mail. With past decade, social media have taken the
world by storm, online marketing replaced physical traditional marketing
mediums, and now replaced by Twitter, Facebook, and other social
networks.
A basic definition of social media marketing is “using social media
channels to promote your company and its products” (Barefoot & Szabo,
2010). A process that empowers individuals to promote their websites,
products, or services through online social channels and to communicate
with and tap into a much larger community that may not have been
available via traditional advertising channel (Weinberg., 2009). The
communication with a community is highlighted above. Hunt (2009) also
emphasize that social media marketing is synonymous with community

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marketing. Social media marketing is"concerned with the application of
marketing knowledge, concepts, and techniques to enhance social as well
as economic ends. It is also concerned with the analysis of the social
consequences of marketing policies, decisions and activities. (Lazer and
Kelly,s (1973)
In addition Social media marketing (SMM) is defined as “a form of
Internet marketing that utilizes social networking websites as a marketing
tool. The goal of SMM is to produce content that users will share with their
social network to help a company increase brand exposure and broaden
customer reach,” according to Tech Target. Techopedia explains Social
Media Marketing (SMM) Social media presence is a necessity for many
customer-driven enterprises as it gives the impression of a more
immediate connection between the customer and the seller.
Networking Sites. The related studies presented here were selected
basing on the significance on social network sites (SNSs) such as Facebook,
YouTube, Twitter have attracted millions of users; the worldwide
accessibility of web is the defining phenomenon reshaping the previews of
advertising in recent times. There is a substantial change in the landscape
of information asymmetry due to increased bargaining power of
consumers endowed by the social media networks. Boyd and Ellison

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(2007) define social networking sites (SNS) as web-enabled services that
allow users to construct a public or semi-public profile, manage a list of
other users with whom they share an association, and view and traverse
their list of connections and those made by others within a bounded
system. A paradigmatic shift has been witnessed with advertisers utilizing
the social networking platforms to ‘catch’ their target audiences (Otugo et
al., 2015). Corporate are realizing that SNS can act as an effective medium
to draw the attention of users to improve viewership of their brands and
enhance their overall marketing performance.
Knoll (2016) conducted a systematic literature review that relates to
social media advertising by analyzing 51 studies and organizing the
findings of the identified studies in major emerging themes. He took into
consideration only empirical studies and hence could not cater to full
range of relevant research publications. Khang et al. (2012) presented a
macro-level analysis based on frequency and proportion of social media
studies across the disciplines of advertising, communication, marketing,
and public policy. The study used a broader definition of social media,
including discussion boards, instant messaging, and personal homepages
as social media types where 86% of the articles were taken from the
communication field. Social networking sites’ advertising effectiveness.

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Cho and Khang (2006) reviewed internet-related research by
analyzing 15 major journals in communications, marketing, and
advertising between 1994 and 2003. Though the interdisciplinary
comparison was insightful, his work pertains to the era before the
emergence of popular SNSs like MySpace, Facebook, YouTube, Twitter
and LinkedIn. A recent review study by Alalwan et al. (2017) classified
SNS research into four different streams namely brand communities,
electronic word of mouth, network analysis and product-harm crises. It
has been observed that the practitioners and researchers (Alalwan et al.,
2017; Knoll, 2016; Khang et al., 2012) continue to lack a systematic review
that accurately counts for the main factors (antecedence's and
consequences) of SNS marketing phenomenon.
Social networking sites are applications that enable users to connect
with each other. Users create personal information profiles, invite friends
and colleagues to have access to those profiles, and send e-mails and
instant messages to each other. These personal profiles can include any
type of information, such as photos, video, audio files, and blogs. (Kaplan
& Haenlein, 2009). Social networking sites are a hot topic for marketers
right now, as they present a number of opportunities for interacting with
customers, including via plug-in applications, groups and fan pages.

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(Zarrella, 2010,). The building blocks of a social network are user pages,
known as profiles. The profile page includes different information about
the person. Profiles are for real people, and companies use specific pages
or groups for their company information. Customizing the different pages
and profiles is a good way of reflecting your personality and brand.
(Zarrella, 2010)
In view of the escalating importance of SNS advertising and its
impact and absence of a comprehensive review paper that studies the
same, the authors are motivated to study and analyze the extant literature.
Further, this study attempts to fill the gap by providing more
comprehensive knowledge of past trends and present a list of factors
affecting SNS advertising effectiveness. Thus, the objective of the study is
to present a systematic review of literature from varied dimensions along
with a comprehensive list of antecedents and outcomes of SNS advertising
effectiveness.
Social Media Advertising. Relevantly, social media considered as a
marketing tool a retailer must understand every aspect of it. Social media
cannot be understood without first defining Web 2.0: a term that describes
a new way in which end users use the World Wide Web, a place where
content is continuously altered by all operators in a sharing and

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collaborative way (Kaplan & Haenlein 2010). “It is much more to do with
what people are doing with the technology than the technology itself, for
rather than merely retrieving information, users are now creating and
consuming it, and hence adding value to the websites that permit them to
do so” (Campbell et al. 2011). Web 2.0 has evolved from simple
information retrieval to interactivity, interoperability, and collaboration
(Campbell et al. 2011). Kaplan and Haenlein (2010) define social media as
“a group of Internet based applications that build on the ideological and
technological foundations of Web 2.0, and allow the creation and exchange
of user generated content.”
Sinclaire and Vogus (2011, 294) cite O’Reilly’s (2005) definition:
“social media is a broad term that describes software tools that create user
generated content that can be shared.” (Gross & Acquisti, 2005; Ellison,
Steinfield & Lampe, 2007; Lenhart & Madden, 2007; Winder, 2007; Boyd &
Ellison, 2007 as cited in Cox 2010). The phrase social networking sites’ is
often used interchangeably with social media. However, social media is
different because it allows participants to unite by generating personal
information profiles and inviting friends and colleagues to have access to
those profiles (Kaplan & Haenlein 2010). Thus, social media is the
environment in which social networking takes place and has altered the
way in which consumers gather information and make buying decisions.

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Consumers’ Sentiment toward Marketing (CSM) is a factor
considered by researchers to measure how well consumers will perceive
social media marketing. CSM is defined as a concept which refers to the
general feelings that consumers have for marketing and the marketplace
(Lawson et al. 2001as cited by Mady 2011). An individual’s perception of
the overall marketplace plays a major role in whether or not they are
motivated to partake in consumption activities (Mady 2011). In order to
create a successful marketing campaign via social media, a consumer must
be open to the technology. Consumer technology readiness is defined as
3“people’s propensity to embrace and use new technologies for
accomplishing goals in home and work” (Parasuraman, 2000 as cited by
Mady 2011). Consumer technology readiness is important for retailers to
remember when marketing on social networks because if their intended
target market does not use social media, is not familiar with it, or perceives
it negatively, then their social media marketing will be unrewarding.
Analysis of technology readiness can determine if marketing via
interactive advertising would be a good fit for a retailer’s target market.
The Innovation Adoption Process (IAP) is another instrument that
provides information on a consumer’s acceptance of new technology. The
IAP is the progression through which an individual goes through the
innovation-decision process (Rogers as cited in Mady 2011). Five steps

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make up the process: knowledge of the innovation, forming an attitude
toward the innovation, deciding to adopt or reject the innovation,
implementation of the innovation, and confirmation of the decision (Mady
2011). Knowledge of IAP can help marketers obtain a social media
marketing campaign that is fulfilling. Now it is a place where consumers
can learn more about their favorite companies and the products they sell.
Marketers and retailers are utilizing these sites as another way to reach
consumers and provide a new way to shop. “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).
Shopper marketing is a new concept that has emerged, creating a
new touch point for the interactions between businesses and consumers.
Shopper marketing is “the planning and execution of all marketing
activities that influence a shopper along, and beyond, the entire path of
purchase, from the point at which the motivation to shop first emerges
through purchase, consumption, repurchase, and recommendation”.
Perceived fit is an important factor for retailers to consider for shopper
marketing; perceived fit is the amount of similarity between an extension
product category and existing products affiliated with the brand

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(DelVecchio & Smith as cited in Cha 2009). The more people perceive
shopping services on social networking sites as useful and easy to use, the
more likely they are willing to shop for items on social networks (Cha
2009). Providing shopping services on social networks can provide
business growth for retailers due to the diversity of consumers who use
social media sites. The wide range of consumers utilizing social networks
means that most target markets can be reached. This provides an effective
platform for retailers to promote their brand and products to potential
consumers.
According to Shankar et al. (2011), shopper marketing can join forces
with shoppers to improve products, create clear messages, identify
promoters, and serve as a connection to in-store activities, thus
demonstrating the importance of social media within a retailer’s marketing
plan. Advancements within social media sites have created consumer
communities that are defining new ways in which companies and
customers can interact with one another to share information on brand
products.
Traditional Advertising. In order to understand the effect that social
media marketing has on traditional marketing, it is important to
understand how traditional marketing campaigns are viewed today.
Barlow and Birkhahn (2005) conducted three different surveys to assess

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the views of corporate brand/marketing executives, advertising
executives, and consumers on mass marketing. While top executives, like
Larry Light, the Chief Marketing Officer of McDonald’s, feel that “the days
of mass marketing are over,” 63 percent of consumer respondents believe
that traditional advertising - defined by this research as print, TV and basic
online ads - is still an effective means of marketing a new product or
service (Barlow & Birkhahn, 2005).
The advertising executives agreed with the marketing executives in
this survey, finding that the decline in perceived effectiveness of
traditional media can be blamed on two fronts: today’s mass media is
incredibly cluttered and tremendously noisy and new, alternative media
channels are becoming more and more attractive to consumers (Barlow &
Birkhahn, 2005).
Recent studies, however, show that in the United States, television
advertising is still a relevant form of traditional marketing, as it had the
highest ad revenue of all the traditional marketing forms. In a Nielsen
survey (2013), 68 percent of respondents said they would take action due
to an advertisement that they saw on the television, with newspapers
advertisements only trailing slightly at 65 percent, and magazine ads at 62
percent (The Nielsen Company, 2013).

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These traditional marketing methods have a certain amount of trust
built into them, as Randall Beard, global head, Advertiser Solutions at
Nielsen, explains, “Although online formats have the opportunity to
engage more effectively with consumers, trust in traditional ads is growing
as they become more pervasive and persuasive” (The Nielsen Company,
2013). This is not applicable as a blanket statement for the whole world,
however, as the survey showed that Latin American consumers are more
like to take action based on traditional advertisements and their European
counterparts, least likely (The Nielsen Company, 2013). Even though
online and social media marketing seems to have captured the attention of
younger generations, this does not mean that traditional marketing is
dead.
As Barlow and Birkenhahn (2005) conclude, companies cannot
ignore newer, alternative marketing methods, nor can they solely focus on
traditional marketing channels, as there is ultimately a middle road that
incorporates both of these marketing opportunities. Just as the marketing
mix must find an appropriate balance between the four P’s, marketing
executives must find an effective mix of traditional, Internet and social
media marketing that helps them retain their current customers and attract
new, potential customers.

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Eid and Truman (2002) conducted a literature review on the need for
an updated marketing strategy if traditional marketing campaigns are to
remain relevant in the eyes of consumers, as they explain “it is unrealistic
to apply the same marketing strategies [as traditional marketing] without
making some modifications to be appropriate to the electronic edge.”While
the four P’s of marketing are still important in this newer medium, they
must be considered differently.
Due to the increase in options for not only businesses but also
consumers, marketing campaigns must be thoughtful and smart – they
must take advantage of the massive amount of information about their
consumer that is at their fingertips and use that within advertising and
promotions. Because it is a lot easier for a customer to switch between
suppliers, it is imperative that a company does not depend solely on their
product or pricing (Eid & Truman, 2002). O’Callaghan and Fahy (2002),
conducted in-depth interviews focused on traditional Internet marketing
with leading marketers in Ireland and found drew similar conclusions to
Eid and Truman. Internet marketing also decreases the need for
interpersonal skills within marketing associates, adding to the list of
drawbacks, as marketers are able to hide behind a computer and customer
metrics without having to personally interact with their customers
(O’Callaghan &Fahy, 2002).

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Adzharuddin (2012) conducted a literature review on the current
trend of traditional media marketing versus new media and found similar
results to that of O’Callaghan and Fahy, show that internet marketing
allows for something that radio and television has never been able to offer:
it focuses on interactivity and allows for two-way communication,
“highlighting the fact that the customers are active players rather than
passive recipients.” Furthermore, it “provides marketers with the ability to
cut through the clutter that is characteristic of traditional marketing
activities such as TV/radio and newspaper advertising” (O’Callaghan &
Fahy, 2002). Using the Internet as a marketing tool has provided
companies with a cheap, measurable, and immediate resources to reach
their target audience, with the ability to A/B test and experiment in a way
that was not possible before (O’Callaghan & Fahy, 2002). Statistic show
that Internet marketing is going strong and likely to get stronger.
In 2012, Internet marketing campaigns saw a 14.3 percent increase in
spending budget, while traditional marketing decreased by a whopping
161.5 percent (The CMO Survey, 2012). Furthermore, print newspaper
advertising revenue has seen a dramatic decrease of almost two-thirds in
the past 20 years. Even though print advertising has decreased, however,
the online advertising for newspaper websites have been steadily
increasing, along with newspaper readership (Pew Research Center’s

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Project for Excellence in Journalism, 2011). With more and more people
getting their news from their favorite online source, it is only more likely
that online advertisement revenue of these newspapers will continue to
increase, allowing for people to not only see similar ads as they would be
reading the Sunday paper, but also allowing people to click on the ad and
learn even more. Extensive research has been done to determine the
impact of the Internet on marketing, and studies have shown that
marketers are still driven by the same motivations as they were before the
rise of the Internet. Similarly, the role of marketing within an organization
has remained the same.
Customer Engagement
While the notion of ‘engagement’ in business relationships is not
new, significant practitioner interest in the concept has developed in the
last decade (e.g. Haven 2007; Harvey 2005). It is suggested that within
interactive, dynamic business environments, customer engagement (CE)
represents a strategic imperative for generating enhanced corporate
performance, including sales growth (Neff, 2007), superior competitive
advantage (Sedley 2008) and profitability (Voyles 2007). The rationale
underlying these assertions is that engaged customers play a key role in

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viral marketing activity by providing referrals and/or recommendations
of specific products, services and/or brands to others.
According to Young and Aitken, (2007) traditionally companies
focus on improving products and services in order to establish a favorable
relationship with their customers and ensure customer loyalty, although
their attempts are not in vain, the internet has made it difficult to stand out
based solely on the quality of products or services as consumers have easy
access to any product or service they wish to search for . However, too
many options are overwhelming and that is why people look for brands
they can connect emotionally with based on their ethical values and factors
that are meaningful to them (Zaltman, 2003). As an example, the
marketing of the Nestlé Crunch Bar evoked memories of childhood and
security in their customers. However as soon as the advertisement began
focusing more on the physical aspects of the bar Nestle not only lost sales
but also gave its’ competitors an opportunity to attack the chocolate-bar
business (ibid.) Instead of counting the transactions companies have with
their customers, they should focus on creating a close relationship with
them through communication. The more information companies have
about their customers the more chance of building a lasting relationship
(Young & Aitken, 2007).

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Accordingly, consumers seek communication with businesses and
are more willing to participate in two-way interactions. The opportunity to
be involved gives the customer the sense of being valuable and in control
and in return gives the company a competitive advantage of having a
stronger relationship with the customer (Young & Aitken, 2007).
Generally, customer engagement is viewed as value addition from a
customer to a business (Pansari & Kumar, 2017). Engaged customers can
also play an important role in new product/service development (Hoyer,
Chandy, Dorotic, Krafft and Singh 2010; Nambisan and Nambisan 2008;
Kothandaraman & Wilson 2001), and in co-creating experience and value
(Prahalad & Ramaswamy., 2004). This interest in the consumer
engagement (CE) concept observed in the business practice discourse,
coupled with the recent increasing use of consumer engagement (CE) by
marketing academics, has led the Marketing Science Institute to list
consumer engagement (CE) as a key research priority for the period 2010-
2012 (MSI 2010)
With the introduction of the internet, today’s customers have more
power. Social media allows not only firms to share information with their
customers but also customers to share information with each other (Sashi,
2012). They can share their opinions with the world in a matter of seconds,
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potentially destroying a business or making it a success (Kumar et al.,
2010). On that account businesses must be very careful when it comes to
building their relationship with customers. Social media has
revolutionized customer engagement. It has made it easier to advertise
brands, reach masses of potential customers in an instance as well as
measure more easily what works and what doesn’t (Sashi, 2012). Now,
businesses can measure customer engagement in a more cost-effective and
timely manner. Even more so, firms can measure customer engagement on
different levels, which is the key to identifying the difference of valuable
and invaluable costumers (Van Doorn et al., 2010). A study by McKinsey &
Company (2014) shows that C-level executives most often rank digital
customer engagement as a top strategic priority.
Statista., (2018) said that organizations can engage in many different
social media platforms to capture customer attention and build awareness
with the aim of increasing revenue or customer loyalty. Facebooks’ 2
billion users, YouTube’s 1.5 billion and the millions of users of other
popular social media platforms are a powerful incentive for companies to
actively engage with social media as a part of their customer outreach. The
immense scale of the customer reach of those platforms has the promise of
countless opportunities if successfully executed. Customer engagement on

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social media can take on many forms and could be defined as any online
action a customer makes in relation to a business.Online engagement can
be subscription, purchases, likes, shares, comments, blog or blog posts etc.
The simplest function of online customer engagement is when an
individual pays a visit to a company’s web-page. Hence, companies 15
need to focus on driving traffic to their web-pages and more importantly,
keeping the customer on the website for longer time (Ryan, 2014). That can
be done by providing entertaining content as well as asking people to
participate in surveys, promotions, giveaways etc. Further actions are
subscriptions or follows on social media. This means that companies must
regularly update posts that are not only designed to attract new customers,
but also to retain current followers. As a result, customers contribute by
liking, commenting and sharing. Companies need to pay attention to this
because this form of engagement provides valuable and free feedback in
an instance. This engagement also increases brand awareness and
Electronic Word of Mouth (EWOM). EWOM has its advantages over
traditional word-of-mouth because business can not only track the
conversations about their brand but also intervene if necessary (Kietzmann
et al., 2011). This factor brings power back to the firm because it provides it
with an opportunity to respond to negative publicity as well as take
advantage of the positive discussions. With social media, businesses

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provide their customers with a platform to contact them directly so that
they can provide immediate and efficient responses to any question’s
customers have.
That way firms can connect easily with their customers on a more
personal level (Rafiq, 2017). They can make customers feel valued by
offering special promotions or offers. Many online stores, for example,
offer individualized discount codes based on previous purchase, letting
customers know that they observe their purchase behavior. Today’s
algorithms even enable stores to target customers on other social media
platforms based on the products they have recently searched (Reczek,
Summers, & Smith, 2016)
Time Saving. Time saving is one of the most influencing factors
when consumer buy product using online shopping. There was no faster
way to get what we want as compare to online shopping where we will
not stand for an hour in those long lines just to pay the things that we buy
at the payment counter. Browse and search the product through online can
save a lot of time compare to traditional shopping which need more time
to search the products. Consumer also can reduce their effort by shopping
online. According to Rohm and Swaminathan’s (2004), possible
explanation that shopping online can save time is during the purchase of
goods via online and it can eliminate the traveling time required to go to
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the store if purchase through traditional shopping but there was a contra
when buying through online who some people think that it also takes time
for someone to receive the goods especially if the delivery process takes
much time.
Time saving is not one of the motivation factors for consumer to
shop online (Corbett, 2001) because it takes a long time to deliver good and
consumer will need to wait to receive the product but, time saving factor
can be seen through different dimension. For example, people in Pantukan
can buy a product at Davao City without visit the place (Alba et al. 1997).
They can save their time to travel to the place where they want to buy the
products and can save their money on travel and accommodation.
Morganosky and Cude (2000) have concluded that time saving factor was
reported that to be a primary reason among those consumers who have
already experienced the online buying.
Modern life has become very busy with their work and leisure
activities. This will be taking over all the hours of the day that they have.
For those who does not has much free time, online shopping is the best
reason for them to save time. This is where online shopping becoming
increasingly important as it can save valuable time which can be used to
do other things. No travel is required if consumer want to buy goods. It

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can be done anytime and anywhere without need them to visit the store as
compare to traditional shopping. Consumer can instantly look after what
they need and want which can save time rather than they go on traditional
shopping which they must look and find what they want which need
much time to search. With search options from the website can made much
quicker and easier for consumer to find the goods.
Morganosky and Cude (2000) have concluded that time saving
factor was reported to be primary reason among those consumers who
have already experienced the online grocery buying. So, the importance of
the time saving factor cannot be neglected as motivation behind online
purchasing. Additionally, Goldsmith and Bridges (2000) emphasize that
there is a discrimination between online shopper and non-online shoppers,
online shoppers are more worried about convenience, time saving and
selection whereas non online shoppers are worried about security, privacy
and on time delivery. A study by Kamariah and Salwani (2005) shows
higher website quality can highly influence customers to shop online.
Website Design/Features. Website design and online shopping
activity is one of the vital influencing factors of online shopping. A study
by Prashar, Vijay and Parsad (2015), online consumer prefers those online
sellers to create their online store with a superb web atmospherics,

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consistence eye catching graphics and has a very interested website design
and layout. According to Shergill & Chen (2005), website design, website
reliability or fulfillment, website customer service and website security or
privacy are the most important because it is the most attractive features
which can influence the perception of the consumer to buy using online
shopping. A study by Kamariah and Salwani (2005) shows that’s higher
website quality can highly influences customers to shop online and claims
the higher website quality, the higher consumer intends to shop from
internet.
Web design quality has the most impact to consumer. According to
Zhang and Dran (2000), the website design features are important and can
influence the factors which lead to consumer satisfaction and
dissatisfaction with a specific website. A study conducted by Yasmin and
Nik (2010) shows a significance relationship between online shopping
activities with website features. Website design features can be considered
as a motivational factor that can lead consumer to be attractive with online
shopping and can create a positive and negative feelings with the website.
A good website design with a good quality of feature that has been create
by the seller can make consumer easier to buy using online which can lead
to a successful transaction and this can attract them to revisit the website
again or they can influence others to buy through the website with word of
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mouth. Web design quality or website features has a direct impact on user
to shop online (Liang and Lai, 2000).
The qualities of website design or features always play an important
role to influence consumer to buy or purchase through online shopping.
Website design that presented to customer is crucial for online shopping
(Than & Grandon, 2002). A study by Chen and Wells in year 1999
indicated that online shoppers has been very frustrated with the ineffective
website design even though the website design or features was done by
the website consultants. Due to ineffective website design or features,
consumers tend to avoid from visit the website and may lead to the risk
that consumer exiting the website without any purchase. Therefore,
website design factors are strong predictors of consumer satisfaction.
Website design or feature include all elements of consumer
experience at the website such as information search, order processing,
personalization and product section. Website designs refer to the appeal of
user interface design. A good website design should emphasize on how
well a website can guide it to the user and how easy it is to use (Kim &
Stoel, 2004). The easier and friendly the website design, the better it is.
Website design should be readable, tidy and user interface should be
visually attractive. An ineffective website design and lack of relevant

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information about the products or goods may lead to the risk of those
consumers exiting the website without any purchase (Kim, Kim and
Lennon, 2011). Website design should be simple, ease of site navigation
and ability of user to use. Consumers always prefer to purchase from a
website that easily accessed and well organized. Consumer can easily
compare products and make good choices with the well design of an
online shopping that offer enough information about the products.
According to Liang and Lai (2000), web design quality or website
features has direct impact on user to shop online. Moreover, researchers
such as Belanger, Hiller and Smith (2002) concluded that a large segment
of internet users have serious concerns of security.
Theoretical/ Conceptual Framework
This study analyzes the influence of media society and the amount
of time that customers spent on the net and social media. Nowadays,
consumption trends have modified. Gursakal (2009) said that the usage of
magazines, interviews and catalogs by buyers and sellers are altered by
searching on e-mails, internet sites and sharing information in social
media. Because of the effective role of social media, the time consumed on
the net increases, and consumers‟ withdraw from traditional searching

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methods. Social media have become an important place where
opportunities are mentioned, products are advertised and products are
commented.
The study found that Social Network Marketing is becoming the
most successful model in advertising. The impact of social media
marketing on consumer buying behavior are networking sites, social
media advertising and traditional advertising. Networking sites are
applications that enable users to connect with each other. According to
NimaBarhemmati et al., (2015).Social Network Marketing influences the
shopper buying behavior among consumers who use social networking
sites. Social media advertising is the wide range of consumers utilizing social
networks means that most target markets can be reached (Cha 2009)
provides an effective platform for retailers to promote their brand
products to potential consumers. The Traditional advertising is growing as
they become more pervasive and persuasive (Nielsen Company, 2013).
In the dependent variable, A study by Kamariah and Salwani (2005)
shows higher website quality can highly influence customers to shop
online. Time saving is one of the most influencing factors of online
shopping. Browse or search an online catalogue can save time and
patience. People can save time and can reduce effort by shopping online.
30X
Additionally, Goldsmith and Bridges (2000) emphasize that there is a
discrimination between online shopper and non-online shoppers, online
shoppers are more worried about convenience, time saving and selection
whereas non online shoppers are worried about security, privacy and on
time delivery. Kamariah and Salwani (2005) claims that higher website
quality, the higher consumer intends to shop from internet. Web design
quality has important impacts on consumer choice of electronic stores,
stated by Liang and Lai (2000). Website design is one of the important
factors motivating consumers for online shopping.
Characteristic’s affect their attitude and the choices they make, Kim,
S. and Stoel, L et. al., (2004). This theory will be helpful to understand how
consumer changes their behavior to shop online than physical store
purchases.
Online shopping is basically a process of selling and buying of
goods and services on World Wide Web (WWW).
Figure 1 shown that the independent variable is social media
marketing which has three indicators namely: networking sites, social
media advertising, and traditional advertising.While the dependent

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variable is costumer engagement which compose on two indicators
namely: time saving and website design/feature.
Independent Variable Dependent Variable
Figure 1. The Conceptual Framework of the Study

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Significance of the Study
The useful and relevant information acquired from the study will
eventually help for the following:
Marketer. This study helps marketers to be more informed about
their target audience, like, dislikes, and interest so that they can create a
better marketing strategy to attract such customers.
Consumer. This study is a great place for keeping consumer current.
They can seek out information and consume to access relevant and
engaging content with information that’s important to them.
Teacher.This study may help the teaching staff of Kolehiyo Ng
Pantukan to determine the impact of social media marketing to consumer
engagement towards online shopping. And also to increase the knowledge
on research in the field of online platforms.
Future Researcher. This research contains relevant information
methods, techniques and strategies that would serve as a guide for them,
to conduct research in the future.
Definition of Terms
33X
For the purpose of the study the following terms are defined and
explained.
Social Media Marketing involves natural and general conversation
between people about a topic of mutual interest (e.g. Facebook, Twitter,
LinkedIn and Blogs). Social media facilitates the exchange of information
via email, chat rooms, blogs, discussion forums, digital audio, images and
movies.
Networking sites.This are the applications that enable users to
connect with each other.
Social Media Advertising. This advertisement served to users on
social media platforms. It relies on social information or networks in
generating, targeting, and delivering marketing communications.
Traditional Advertising. This includes the ‘’usual’’ venues for
media placement, such as newspaper, radio, broadcast television, cable
television, or outdoor billboards.
Consumer Engagement. It refers to emotional connection between a
customer and a brand. Highly engaged customers buy more, promote
more, and demonstrate more loyalty.
Time saving. It refers to reducing the amount of time needed for
doing something.
34X
Website Design/Feature. It Refers to the design of websites that are
displayed on the internet. It usually refers to the user experience aspects of
website development rather than software development.

35X
Chapter 2
METHOD
The following sections detail the research design, the participants of
the study, and the methods and proceduresemployed in the conduct the
study.
Research Design
This study used descriptive quantitative non-experimental
correlation method of research. This research lacks the manipulation of an
independent variables, random assignment of participants to conditions or
orders of conditions, or both. (O’ Dwyer & Bernaur, 2013). The data that
were answered, collated, and distributed using survey questionnaire
gathered from the respondents helped described the correlation of
influence of social media marketing and consumer engagement. It
investigated the relationship between variables for determining the social
media marketing and consumer engagement towards online shopping in
Pantukan, Davao De Oro.

36X
Research Subject
This respondents of the study were chosen using the sampling
techniques. The researchers used SLOVIN’S FORMULA to calculate the
number of samples n=N/ (1+Ne2). In selecting the respondents. There
were 380 selected customers as respondents of the study in Pantukan to
answer the survey questionnaire. This questionnaire was used to gather
data which was adopted and modified by the researchers.
Table 1 shows the distribution of respondents. They were classified
in three age bracket: for age 15-19 there are 90 respondents, for 20-24 there
are 220 and 70 for the age of 25-29 who engage social media marketing
towards online shopping in Pantukan.
Research Instrument
This instrument used in the study was a researcher adopt and
modified downloaded questionnaire from the internet as the primary
source of data. The development of this instrument was based on the
procurable sources appropriate to the needs of the study in such a way
that questions could obtained the desirable information. The draft was
shown to the researcher’s adviser for comments and suggestion after
which it was validated by the three experts of evaluators.

37X
The instruments for social media marketing was derived from
Taprial and Kanwar (2012) The researchers constructed 5 sets of
questionnaires. The first part pertains to the profile of respondents their
name, age, gender. The respondents were instructed to check the column
which corresponded to their choices. There were 15 questions for the
independent variable namely: Networking Sites, Social Media Advertising,
Traditional Advertising.
The second part pertained to the relationship to costumer
engagement; there were 10 questions categorized by 2 indicators namely:
Time Saving and Website Design/Features.
Table 1
Distribution of the Respondents of the Study

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Respondents Customer Number of Respondents Percent

engage online shopping
Age 15-19 90 90%
Age 20-24 220 220%
Age 25-29 70 70%
Total 380 380%
Table 2.1 Parameter Limits
Range of Means Description Interpretation

This indicates that the extent of social media
marketing towards online shopping is very
39X
evident.
4.50-5.00 Always
3.50-4.49 Often This indicates that the extent of social media
marketing towards online shopping is
evident
2.50-3.49 Sometimes This indicates that the extent of social media
marketing towards online shopping is
moderates evident.
1.50-2.49 Seldom This indicates that the extent of social media
marketing towards online shopping is less
evident.
1.00-1.49 Never This indicates that the extent of social media
marketing towards online shopping is not
evident.
Range of Means Description Interpretation
This indicates that the level of costumer

engagement towards online shopping is
4.50-5.00 Always very high.
3.50-4.49 Often This indicates that the level of costumer
high.
2.50-3.49 Sometimes This indicates that the level of costumer
average.
1.50-2.49 Seldom This indicates that the level of costumer
low.
1.00-1.49 Never This indicates that the level of costumer
very low.
Data Gathering Procedure

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The primary data collection technique used in this study was survey
research. After the respondents were identified, they were asked to answer
survey questionnaire. The researchers were made available in case any
questions need to be clarified.
Seeking Permission to Conduct the Study. After the validation of
the survey questionnaire, the researchers sent a request letter to the
College President seeking an approval to conduct the study.
Administration and Retrieval of the Questionnaire. The
researchers personally administered the questionnaire to the respondents
and then the researchers explained the instruction and gave clarifications
on has to accomplish the questionnaire. Likewise, the researchers also
assured to the respondents that their responses would be kept confidential.
Checking, Collating and Processing of Data. Responses to the items
of the questionnaire were checked, collated and tabulated then the data
were forwarded to the statistician for computation analysis. Results were
analyzed and interpreted based on the purpose of the study.
Statistical Treatment of Data

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In this study the researcher employed the following statistical tools:
Mean. This was used to determine the extent of social media
marketing and costumer engagement towards online shopping in
Pantukan Davao de Oro.
Analysis of variance. This was used to determine the significant
deifference on the level of socila media marketing and customer
engagement towards online shopping.
Pearson Product Moment Correlation or Person’s R. This was used
to determine the significance of the relationship between Social Media
Marketing and Costumer Engagement Towards Online Shopping in
Pantukan, Davao De Oro.
Probability. This was used to allows researchers to create a sample
that is accurately representative, when the selection was based on the
principle of randomization. To determine the significant relationship
between the social media marketing and customer engagement towards
online shopping in Pantukan Davao de Oro.

42X
Chapter 3
RESULTS AND DISCUSSIONS
In this chapter, the researcher presents, analyzes and interprets the

data gathered in textual and tabular forms.
Extent of Social Media Marketing Towards

Online Shopping in Terms of Networking Sites
Presented in Table 2 are the mean scores of social media marketing
in terms of networking sites. Data shows that the overall obtained mean is
4.02 with description of often. This means that the networking sites
towards online shopping is evident.
Base on the Appended Table 2 data indicate that the mean level of
different items under networking sites based from the highest to lowest
are the following; 4.17 for, Use social media to seek opinions about
product/services ; followed by, 4.04 for Read the opinions shared by friends
through social networking sites before buying the product; 4.00 for Read online
review or blog about a particular which I want to buy;. And 3.97 for, Bring up to
number of likes/ dislikes while considering any goods or service with a
description of often which indicates that social media marketing towards
online shopping is evident.The item which got the lowest mean of 3.92 is,
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Refer to the number of likes/ dislikes while considering any product or service;
with the description of often which indicates that social media marketing
towards online shopping is evident.
Social networking sites are a hot topic for marketers right now, as
they present a number of opportunities for interacting with customers,
including via plug-in applications, groups and fan pages. (Zarrella, 2010)
Extent of Social Media Marketing

Towards Online Shopping
in Terms of Social Media Advertising
Presented in the Table 3 are the mean scores of social media
marketing towards online shopping in terms of media advertising. The
data shows that the overall obtained mean of 4.02 with a description of
often which indicates that social media marketing towards online shopping
is evident.
Based on the Appended Table 3 data indicated the mean level of
different items under social media advertising based on the highest to
lowest are as follow; the highest weighted mean of 4.17 for,Ads on social
media successfully convey the message they intended to deliver; followed by,
4.04 for, The post purchase followed ups by companies are helpful; 4.00 for,
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Customer’ today are more inclined to buy an online advertised brand; 3.97 for,
Online purchase order placements process is reliable/trustworthy; with a
description of often which indicates that social media marketing towards
online shopping is evident.The item that got the lowest mean of 3.92 is,
Online advertisements increase awareness on the brand more than traditional
media; with a description of often which indicates that social media
marketing towards online shopping is evident.
Kaplan and Haenlein (2010) define social media as “a group of
Internet based applications that build on the ideological and
technologicalfoundations of Web2.0, a term that describes a new way in
which end users use the World Wide Web, a place where content is
continuously altered by all operators in a sharing and collaborative way
and allow the creation and exchange of user generated content.”
Advancements within social media sites have created consumer
communities that are defining new ways in which companies and
customers can interact with one another to share information on brand
products.
Table 2
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Extent of Social Media Marketing Towards Online Shopping

in Terms of Networking Sites
ITEMS
I...
MEAN DESCRIPTION
1. Use social media to seek
opinions about
product/services 4.17 Often
2. Bring up to number of likes/
dislikes while considering any
goods or service. 3.97 Often
3. Read the opinions shared by
friends through social
networking sites before buying
the product. 4.04 Often
4. Read online review or blog
about a particular product
which I want to buy. 4.00 Often
5. Refer to number of likes/
dislikes while considering any
product or service. 3.92 Often
OVERALL MEAN 4.02 Often
Table 3

46X
in Terms of Social Media Advertising
ITEMS
DESCRIPTIO
MEAN N
1. Ads on social media successfully
convey the message they intended
to deliver 4.17 Often
2. Online purchase order placements
process is reliable/trustworthy.
3.97 Often
3. The post purchase followed ups by
companies are helpful
4.04 Often
4. Customer’ today are more inclined
to buy an online advertised brand
4.00 Often
5. Online advertisements increase
awareness on the brand more than
traditional media. 3.92 Often
Extent of Social Media Marketing

47X
in Terms of Traditional Advertising
Presented in Table 4 are the mean scores of social media marketing
toward online shopping in terms of traditional advertising. The data show
the overall obtained mean of 3.88 with a description of often. This means
that the traditional advertising towards online shopping is evident.
Based on the Appended Table 4 data indicated the mean level from
highest to lowest are as follows; two items got the same and highest mean
of 3.89,It is interesting and attractive as an advertisement and Of the convincing
informative advertisements;. Followed by 3.88 for, Of its ability to change views
about the products.; two items got the same and lowest mean of 3.86, It is
reliable based on the information and It is long lasting effect on perception of a
brand or product all items are described as often which indicates that social
media marketing towards online shopping is evident.
Traditional marketing activities such as TV/radio and newspaper
advertising” (O’Callaghan & Fahy, 2002). ”are still important in this newer
medium, they must be considered differently. Due to the increase in
options for not only businesses but also consumers, marketing campaigns
must be thoughtful and smart – they must take advantage of the massive
amount of information about their consumer that is at their fingertips and
use that within advertising and promotions.

48X
Summary on the extent of Social Media Marketing

Towards online shopping in Pantukan Davao de Oro
Reflected in Table 5 is the summary on the extent of social media
marketing towards online shopping. The data revealed the overall mean of
3.93 with description of often. The overall mean signifies that the indicators
of social media marketing towards online shopping are evident.
To examine further, the indicator with the highest mean rating of
4.02 with description of oftenis networking sites. While, the indicator social
media advertising has 3.89 and traditional advertising has 3.88 as mean
rating with a description of often. This indicates that social media
marketing towards online shopping is evident.
Using social media channels promote your company and its
products” (Barefoot & Szabo, 2010). A process that empowers individuals
to promote their websites, products, or services through online social
channels and to communicate with and tap into a much larger community
that may not have been available via traditional advertising channels”
(Weinberg, 2009,).
Table 4

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in Terms of Traditional Advertising
ITEMS
I am convinced on traditional advertising

because…
MEAN DESCRIPTION
1. It is interesting and attractive as an

advertisement. 3.89
Often
2. Of the convincing informative
advertisements
3.89
Often
3. It is reliable based on the information 3.86
Often
4. Of its ability to change views about the
products.
3.88
Often
5. It is long lasting effect on perception of a
brand or product.
3.86
Often
OVERALL MEAN 3.88

Often
Table 5
Summary on the Extent of Social Media Marketing Towards

50X
Online Shopping in Pantukan, Davao de Oro

INDICATORS MEAN DESCRIPTION
A. Networking Sites 4.02 Often
B. Social Media Advertising 3.89 Often
C. Traditional Advertising 3.88 Often
Level of Customer Engagement

in Terms of Time Saving
51X
Presented in Table 6 are the mean scores of customer engagement
towards online shopping in terms of time saving. The data show the
overall obtained mean of 3.77 with a description of often means that the
time saving towards online shopping is high.
Based on Appended Table 6 data indicated the mean level from
highest to lowest are as follow; 3.90 for, Searching product information can
consume a lot of time; followed by 3.79 for, Time spent on waiting product and
services are stressful situations. 3.75 for, Online shopping takes less time to
purchase;. And3.74 for, Online shopping doesn’t waste time; The item that got
the lowest mean of 3.66 is, I feel that it takes less time in evaluating and
selecting a product while shopping online; all items got a description of often
which indicates that costumer engagement towards online shopping is
high.
Time saving is one of the most influencing factors when consumer
buy product using online shopping. There was no faster way to get what
we want as compared to online shopping where we will not stand for an
hour in those long lines just to pay the things that we buy at the payment
counter. Browse and search the product through online can save a lot of
time compared to traditional shopping which need more time to search the
52X
products. Consumer also can reduce their effort by shopping online.
(Nikhil Srivastava 2016)
Level of Customer Engagement Towards Online Shopping
in Terms of Website Design / Feature
Presented in Table 7 are the main score of customer engagement
towards online shopping in terms of website design/feature. The data
show the overall obtained mean of 3.92 with a description of often. This
means that the customer engagement towards online shopping in terms of
website design/features is high.
Based on Appended Table 7 data indicated the main level from highest to
lowest are as follows; 3.99 for, I prefer to buy from website that provides me
with quality of information; followed by 3.94 for, The website design helps me in
searching the products easily; 3.92 for, I believe that familiarity with the website
before making actual purchase reduce the risk;. And 3.89 for, While shopping
online, I prefer to purchase from a website that provides safety and ease of
navigation and order; The item that got the lowest mean of 3.86 is, The
website layout helps me in searching and selecting the right product while
shopping online; all item got a description of often which indicates that
costumer engagement towards online shopping is high.

53X
Website design or feature includes all elements of consumer
experience at the website such as information search, order processing,
personalization and product section. Website designs refer to the appeal of
user interface design. A good website design should emphasize on how
well a website can guide it to the user and how easy it is to use. Website
design should be simple, ease of site navigation and ability of user to use.
Consumers always prefer to purchase from a website that easily accessed
and well organized. Consumer can easily compare products and make
good choices with the well design of an online shopping that offer enough
information about the products (Kim & Stoel, 2004).
Summary on the Level of Customer engagement

Towards Online Shopping in Pantukan Davao de Oro
Reflected in Table 8 is the summary on the level of customer
engagement towards online shopping. The data revealed the overall mean
of 3.85 with a description of often. The overall mean signifies that the
indicators of the customer engagement towards online shopping are high.
To examine further, the indicator with the highest mean rating of
3.92 with a description of often is website design/feature. While, the
indicator of time saving has 3.77 as mean rating with a description of often
54X
whichindicates that costumer engagement towards online shopping is
high.
According to Statista (2018) said that organizations can engage in
many different social media platforms to capture customer attention and
build awareness with the aim of increasing revenue or customer loyalty.
Table 6

in Terms of Time Saving
55X
ITEMS
MEAN DESCRIPTION
1. Online shopping takes less time to

purchase. 3.75 Often
2. Online shopping doesn’t waste time. 3.74 Often
3. I feel that it takes less time in

evaluating and selecting a product
while shopping online. 3.66 Often
4. Time spent on waiting product and

services are stressful situations. 3.79 Often
5. Searching product information can

consume a lot of time. 3.90 Often
Table 7

in Terms of Website Design / Feature
56X
ITEMS
MEAN DESCRIPTION
1. The website design helps me in

searching the products easily. 3.94 Often
2. While shopping online, I prefer to

purchase from a website that
provides safety and ease of
navigation and order. 3.89 Often
3. The website layout helps me in

searching and selecting the right
product while shopping online. 3.86 Often
4. I believe that familiarity with the

website before making actual
purchase reduce the risk of shopping
online. 3.92 Often
5. I prefer to buy from website that

provides me with quality of
information. 3.99 Often
Table 8
Summary on the Level of Customer Engagement Towards

Online Shopping in Pantukan, Davao de Oro
57X

INDICATORS MEAN DESCRIPTION
A. Time Saving 3.77 Often
B. Website Design / Feature 3.92 Often
Significance between the Level of

Social Media Marketingand Customer
Engagement TowardsOnline
Shopping in Pantukan, Davao de Oro
58X
Table 9 displayed the significance of the relationship the level of
social media marketing and customer engagement towards online
shopping. The r-value that 0.40 is moderate positive correlation. The
coefficient of determination (r2) is 0.1600. This means that 16% on the
variation are attributed to the indicators of customer engagement.
Moreover, the relationship is significant since the p-value (0.00) is less than
0.05 level of significance, thus the null hypothesis was rejected.
Therefore, there is significant relationship on social media marketing
and customer engagement.
According to Barefoot & Szabo, (2010) social media marketing is
“using social media channels to promote your company and its products” .
(Weinberg, 2009,) who mention that a process that empowers individuals
to promote their websites, products, or services through online social
channels and to communicate with and tap into a much larger community
that may not have been available via traditional advertising channels”.
Social media allows not only firms to share information with their
customers but also customers to share information with each other (Sashi,
2012).
59X
Table 9
Relationship Between the Level of Social Media Marketing and

Customer Engagement Towards Online Shopping in Pantukan, Davao
de Oro
60X
P- Decision Conclusion
Value on on
VARIABLES r - Interpretat Relationship
Value ion α=0.05 Ho
A. Social
Media
Marketing
Moderate
B. Custom Positive
er Correlatio
0.40 n 0.00 Rejected Significant
Engageme
nt
Coefficient of Determination 0.1600
Chapter 4
SUMMARY, CONCLUSION AND RECOMMENDATION
In this chapter are the summary of aggregation based on the results
of data gathered, conclusions drawn and recommendations.
Summary of Findings
61X
The findings of the study were as follows:
1. These were the mean ratings for each of the indicators of social
media marketing. Respectively: 4.02 or often for networking sites; 4.02 or
often for social media advertising; and 3.88 or often for traditional
advertising.
2. These were the mean ratings for each of the indicators of costumer
engagement. Respectively: 3.77 or often for time saving; and 3.92 or often
for website design/feature.
3. There is significant relationship between social media marketing and
consumer engagement since the p-value is 0.00 less than 0.05 level of
significant, thus the null hypothesis is rejected.
Conclusions
On the basis of the foregoing findings, the following conclusions
were drawn:
1. The extent of social media marketing is evident.
2. The level of social media marketing towards online shopping
is high.
3. There is significant relationship between social media
marketing and customer engagement towards online shopping.
Recommendation
62X
In view of the conclusion, the researchers proposed the following
recommendations:
1. Social media marketing, particularly in traditional advertising
must give latest and interesting, attractive advertisement which can
contribute informative knowledge to the customer who has relied on
traditional advertising like TV, radio and newspaper.
2. Customer may engage online shopping for them to save time.
Shopper may purchase without visiting the store, without travelling, for it
takes less time to purchase.
3. For future researchers, they may consider other indicator of
social media as a factor that influence customer engagement and other
variables and dimensions that affect in shopping online
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Appendix A
Letter to Permission to Conduct the Study
79X
Appendex B
Validation Sheet of Questionnaire

80X
I.1 Personal Information
Directions: Put check (√) to the space provided before each option with
your preferred choice.
Name: _______________________ Gender:_________________________

Age:________________________
Occupation:__________________________
Direction: Put check (√) on what the best describes your answer parallel to
the following questions.
Networking Sites
zItem I... 5 4 3 2 1
#
1. Use social media to seek opinions about
product/services
2. Bring up to number of likes/ dislikes while
considering any goods or service.
3. Read the opinions shared by friends through
social networking sites before buying the
product.
4. Read online review or blog about a particular
product which I want to buy.
5. Refer to number of likes/ dislikes while
considering any product or service.
Social Media Advertising
Item 5 4 3 2 1
#
1. Ads on social media successfully convey the
message they intended to deliver
2. Online purchase order placements process is
reliable/trustworthy.
3. The post purchase followed ups by
companies are helpful
81X
4. Customer’ today are more inclined to buy an

online advertised brand
5. Online advertisements increase awareness on
the brand more than traditional media.
Traditional Advertising
Item I am convinced on traditional advertising 5 4 3 2 1

# because…
1. It is interesting and attractive as an
advertisement.
2. Of the convincing informative
advertisements
3. It is reliable based on the information
4. Of its ability to change views about the
products.
5. It is long lasting effect on perception of a
brand or product.
Part 11
1.4 Consumer Engagement
Direction: Put check (√) on the number the best describes your answer
parallel to the following questions.
.Time Saving
Item 5 4 3 2 1
#
1. Online shopping takes less time to purchase.
2. Online shopping doesn’t waste time.
3. I feel that it takes less time in evaluating and
selecting a product while shopping online.
4. Time spent on waiting product and services
are stressful situations.
5. Searching product information can consume
a lot of time.
82X
Website Design/Feature
Item 5 4 3 2 1
#
1. The website design helps me in searching
the products easily.
2. While shopping online, I prefer to purchase
from a website that provides safety and ease
of navigation and order.
3. The website layout helps me in searching
and selecting the right product while
shopping online.
4. I believe that familiarity with the website
before making actual purchase reduce the
risk of shopping online.
5. I prefer to buy from website that provides
me with quality of information.
This questionnaire was adapted from the Statistical Packages for Department of
Commerce and management (TREBWALA UNIVERSITY) and Department of
Business Administration.
Appendix C
Summary of Evaluators Ratings on the Questionnaire

83X
CURRICULUM VITAE
PERSONAL DATA:
84X
Name : Cris Mae A. Aperdo

Cell no. : 09268221082
Date of Birth : Sept. 27, 1998
Father : Birnandino C. Aperdo
Mother : Angelita A. Aperdo
Age : 24
Civil Status : Single
Citizenship : Filipino
Home Address : Mahayag, Banaybanay Davao Oriental
EDUCATIONAL BACKGROUND:
School and Address Year Graduated Honor

received
Elementary: MahayagElementary
School 2011-2012
Mahayag, Banaybanay Davao
Oriental
Secondary: Manuel B. Guinez Sr.
National High School 2018-2019 With honor
Banaybanay Davao Oriental
Tertiary: Kolehiyo Ng Pantukan
Kingking, Pantukan Davao De
Oro
Course: Bachelor of Science in
Business Administration
Curriculum vitae
PERSONAL DATA:
Name : Caniza J. Aguanza

85X
Cell no. : 09758750387
Date of Birth : Octo. 30, 1997
Father : Dionisio M. Aguanza
Mother : Elena A. Aguanza
Age : 24
Home Address : Prk. 3 Dumlan Maco Davao de Oro
School and Address Year Honor

Graduated received
Elementary: Lamanan Elementary School
2010-2011
Secondary: Atty. Orlando S Rimando
National High School
Binuangan Maco Davao de Oro 2018-2019
Kingking, Pantukan Davao De Oro
Course: Bachelor of Science in Business
Administration
Curriculum Vitae
PERSONAL DATA:
Name : Mariel V. Apolinar

86X
Cell no. : 09522629212
Date of Birth : Dec. 05 1999
Mother : Mercy V. Apolinar
Age : 22
Home Address : Prk. 9B Poblacion Maco Davao de Oro
School and Address Year Honor

Graduated received
Elementary: San Vicente National High
Scool
San Vicente Prosperidad Agusan Del Sur 2012-2013
Secondary: Atty. Orlando S Rimando
National High School
Binuangan Maco Davao de Oro 2018-2019
Course: Bachelor of Science in Business
Administration
Curriculum Vitae
PERSONAL DATA:
Name : Raynalyn L. Pagangpang
Cell no. : 09357514317
Date of Birth : August 7, 2000

87X
Father : Reynaldo L. Pagangpang
Mother : Lucy L. Pagangpang
Age : 21
Home Address : Prk. Matinabangon, Rizal St. Bgy Cuambog Davao De

Oro
School and Address Year Graduated Honor

received
Elementary: Mabini Central
Elementary School
Mabini Davao De Oro 2010-2011
Secondary: Mabini National High
School
Mabini Davao De Oro 2018-2019
Course: Bachelor of Science in
Business Administration

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THE PROBLEM AND IT’S SETTING

Background of the Study

Marketers have dramatically increased their creation and usage of

social media platforms; a relatively small portion have seen corresponding

increases in consumer brand engagement. They suggested that rather than

utilize social media communication technology to enhance short term

revenue sales promotions, marketers need to use this evolving technology

to create long lasting engagement. (Schultz & Peltier,2013)

India is on the verge of an Internet boom with a projected user base

penetration and consumer engagement strategies(ComScore, 2013).

In United States, the internet has evolved into a dynamic and a

realized in 2005 . This platform is relatively cheaper since the customers

includes all the necessary information about a product (Simbolon., 2016).

Social media platforms such as Twitter and Facebook constitute a

substantial proportion of shopping strategies employed by various

details in these platforms and make their purchases without necessarily

the consumers 94% of the major companies in the US with marketing

departments always include social media as a component of their

promotion tools (Bosari.,2012)

In the Philippines, especially in Pantukan more people especially the

younger prefer online shopping because of the many advantages such as

up the product preferences that help the marketers, entrepreneurs and

businessmen who continually improve techniques to lead to an inevitable

increase in market share and profitability (Voyles 2007).

Thus, researchers were encouraged to conduct this study, trying to

did not only help Pantukan marketers to formulate their marketing

strategies for online shoppers but increased the knowledge in online

Statement of the Problem

consumer toward online shopping in Pantukan Davao De Oro.

Specifically, the study sought to answer the following questions:

1. What is the extent of social media marketing toward online

shopping in terms of:

1.1 Networking Sites;

1.2 Social Media Advertising; and

1.3 Traditional Advertising?

2. What is the level of customer engagement towards online shopping in

2.1 Time saving;

2.2 Website Design/Feature?

3. Is there a significant relationship between the extent of social media

marketing and level of customer engagement toward online shopping in

Pantukan, Davao de Oro?

The null hypothesis was tested at 0.05 of significance

There is no significant relationship between the extent of Social Media

marketing and level of consumer engagement towards Online shopping in

Pantukan Davao De Oro.

Review of Related Literature

This chapter presents the relevant literature and studies conducted

towards online shopping in Pantukan Davao de Oro.

Social Media Marketing

Social media marketing consists of an attempt to use social media to

persuade consumers that one's company, products and/or services are

worthwhile. It is marketing using online communities, social networks,

blog marketing and more. Social Media Marketing is the process of

reaching prospects and customers, and acquiring traffic and visibility

preferred to market their goods through physical media such as billboards,

world by storm, online marketing replaced physical traditional marketing

mediums, and now replaced by Twitter, Facebook, and other social

A basic definition of social media marketing is “using social media

2010). A process that empowers individuals to promote their websites,

products, or services through online social channels and to communicate

available via traditional advertising channel (Weinberg., 2009). The

communication with a community is highlighted above. Hunt (2009) also