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SOCIAL MEDIA METRICS: APPLICATION AND ITS EFFECTIVENESS
A Research Paper Presented to
The Faculty of College of Business and Administration
National University
In Partial Fulfillment of the Final Requirements for the course
Marketing Management
Presented by:
Anfone, Kevin M.
Ardiente, Joriz Patrick E.
Argamosa, Ma. Jesudel
Buemia, Mickaella Genn B.
Camanyang, Ricel Mhae
Presented to:
Jayvie O. Guballo
November 2022
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Anfone, Ardiente, Argamosa, Buemia, Camanyang Mr. J.O. Guballo
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Table of Contents
Title Page ............................................................................................................. 1
Table of Contents ................................................................................................. 2
Chapter I. Background of the Study...................................................................... 4
Executive Summary.............................................................................................. 4
Introduction........................................................................................................... 5
Statement of the Problem..................................................................................... 7
Objectives of the Study......................................................................................... 9
Significance of the Study ......................................................................................10
Scope and Limitations ..........................................................................................12
Chapter II. Review of Related Literature .............................................................. 14
Chapter III. Framework of the Study .....................................................................

38
Theoretical Framework .........................................................................................

38
Conceptual Framework ........................................................................................ 44
Chapter IV. Methodology ......................................................................................

47
Research Locale .................................................................................................. 47
Research Design .................................................................................................. 47
Population Sampling or Respondents of the Study .............................................. 48
Data Gathering Procedures ..................................................................................

50
Research Instrument ............................................................................................ 52
Statistical Treatment of Data ................................................................................ 53
Chapter V. Data Analysis and Interpretation ………………………………………...57

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Table 1. Frequency and Percent Distribution of the Respondents by Age………. 57
Table 2. Frequency and Percent Distribution of the Respondents by Gender……58
Table 3. Frequency and Percent Distribution of the Respondents by Status……59
Table 4. Frequency and Percent Distribution of the Respondents by Highest

Educational Attainment…………………………………………………………………60
Table 5. Frequency and Percent Distribution of the Respondents by Number of

Years in Business……………………………………………………………………….61
Table 6. Respondents’ Assessment on the Social Media Metrics: Application and

Its Effectiveness in Terms of Sales or Income……………………………………….62

Its Effectiveness in Terms of Marketing………………………………………………64

Its Effectiveness in Terms of Goods and Services Consistency…………………...66
Table 9 Respondents’ Assessment on the Social Media Metrics: Application and

Its Effectiveness in Terms of Customer’s Loyalty……………………………………68
Its Effectiveness in Terms of Branding………………………………………………..70
Chapter VI. Summary, Findings, Conclusion & Recommendations……………….72
Chapter VII. Bibliography……………………………………………………………….80
Chapter VIII. Appendix………………………………………………………………….95
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CHAPTER I
BACKGROUND OF THE STUDY
Executive Summary
Online business or online selling has become one of the most known forms
of selling nowadays. Not just because it is easier to buy online but social media is
now the leading platform in communication. The reason why the researchers
conducted this study. The researchers would like to know the awareness of the
online business owner about the social media metrics and its effectiveness.
In the study of Lindsay Flanagan, the information known as social media
metrics is used to evaluate how social media affects marketing initiatives and a
company's revenue. The measures make it possible to evaluate how well a
company is using social media to achieve its objectives. Throughout this study, the
researchers seek to achieve the objectives of letting online business owners be
aware of the social media metrics and apply it on their business to further see if
they are having a return on their investment with their business. Following the
conceptual framework, the researchers gathered data that corresponds to the
problem of the said study. This study achieves the objectives that can help the
online business owner and future researchers.
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Introduction
In reference to Horwitz (2015), marketers frequently utilize social media
monitoring software to watch activity on social sites and obtain data on how a
brand, product, or company-related subject is being regarded. With the aid of
these metrics, you can assess the return on investment of the time you spend on
social media marketing. You can get a sense of how people perceive your
business and your content based on your social media metrics. Additionally, they
accurately depict your incentive to invest in this dynamic digital marketing. The use
of data to determine how social media activity affects a company's bottom line is
known as social media metrics.
Online business owners may not always or readily be able to obtain the
information they need, according to study by Hjorth (2022). You'll receive reporting
from social media networks, and they need to sign you up for their social media
advertising service. You are responsible for setting your own measurements. You
must monitor and assess activity across social networks that provide you access
to different levels of detail and different kinds of indications. That’s why a lot of
business owners are unaware of social media metrics and how they work. Most of
them simply use social media to promote their goods or services and interact with
customers. However, they are unsure about how to manage it properly and the
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extent of its impact on their company. In order for online company owners to
understand social media metrics and apply them to their operations, this research
aims to reach them. To assist existing and prospective online company owners
succeed in their ventures and to make them aware of the value and usefulness of
social media metrics, we will delve further into the use of social media metrics and
their effectiveness.
This study would investigate identifying the important influence on the
respondents of understanding social media metrics and its efficacy. This study
aims to pinpoint how understanding social media indicators and their effectiveness
affects respondents in a significant way. In addition to measuring the online
business owner's awareness, understanding the process, incorporating new
strategic business decisions, enhancing expertise, and identifying characteristics
of social media involvement are also goals of the research. In 2021 stated by Jenn
Chen, Social media metrics are vital because they demonstrate that you can
quantify the success of a campaign, the effectiveness of your social strategy, and,
ultimately, whether you will have an influence on your overall organization. The
reason why this study will further look for answer to this aspect.
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Statement of the Problem
Current marketing trends involve internet platforms such as Facebook,
Instagram, YouTube, and other social media sites. Typically, businesses utilize
social media to have an influence on potential customers and to promote the firm
itself. Identifying and evaluating the cause of the issue will eventually assist any
online business achieve financial, marketing, branding, and consumer confidence
success. Having several issues will be detrimental to the firm, especially as data
collection becomes more complicated. As stated by Newberry C. The sixteen most
essential social media metrics are categorized on the basis: awareness metrics,
engagement metrics, video metrics, customer experience and service metrics, and
return on investment analytics. The researchers conclude that the lack of one of
these metrics may result in instability, and hence it serves the function of ensuring
that the firm has effective quality control over the business. The study intended to
explain how social media metrics may benefit any online business and the extent
to which it is beneficial.
This study sought to answer the following:
1. What are the demographic profile of respondents in terms of:
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1.1 Age
1.2 Gender
1.3 Status
1.4 Highest Educational Attainment
1.5 Number of Years in Business
2. How will social media metrics help business owners to improve in terms of
the following aspects:
3.1 Sales or Income
3.2 Marketing
3.3 Goods and services consistency
3.4 Customer’s Loyalty
3.5 Branding
3. Is there a significant difference on the respondents’ assessment on the
level of agreement when they are group according to profile?
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Objectives of the Study
This study aims to achieve the following objectives:
A. Identify the effectiveness of applying social media metrics.
B. To know the population of online business owner that is aware of social
media metrics.
C. To understand the process of collecting and analyzing audience data
shared on social networks.
D. To incorporate fresh thinking into an organization's strategic business
decisions.
E. Significantly enhance and learn how to use social media metrics.
F. To identify factors of social media engagement on metrics adopted to
define social media brands’ content strategy performance.
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Significance of the Study
This study focused on the significant effects of applying social media
metrics practices in online business particularly on social media. This study
identified which digital marketing strategies will have an impact on online
businesses, especially to the online sellers on how effectively they can attract
customers by giving them insight on how to boost their selling of products through
content promotions and posting.
Furthermore, this study assessed the many aspects of online marketing
strategies that they use for their businesses. The findings of this study might help
many firms learn which management strategies work well in an online environment
so they may implement those strategies in their own organizations. This would
also identify what business strategies are helpful and effective to make use for
their businesses to attract various customers which make their market share and
sales volume grow.
Moreover, the results of the study will be beneficial to the following:
Online Seller/Business Owners – They are the intended audience for this
research. This study will help online sellers/business owners gain new
knowledge about how important and effective digital marketing practices
are when used properly. It will be useful to them since it will furnish them
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with extra information about the effectiveness of business practices to gain
more clients and increase productivity.
Future Online Sellers – This study will give knowledge to people who want
to start a small business online. This will be helpful with future business
owners in which they will be able to identify what they must do to attract
clients' attention and how they will run a business. This will benefit them
since this will improve their business management practices and will gain
understanding on how these online sellers plan their strategies and how
they capture more customers and more profit.
Future Researchers - This study will help the future researchers improve
their skills and strategy in engaging with research. This will also give them
insight that will help them gain more knowledge. This research also can be
used as a supply for their papers if the studies subject matter is intently
associated with this study.
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Scope and Limitation
Social media use is regarded as one of the most common activities among
respondents on platforms that may have an impact on their daily lives. The degree
of this impact varies greatly depending on gender and other factors. It is unknown
what effect social media use has on performances. The purpose of this study is to
assess gender differences among respondents at the location area of Sharjah
(UoS) to predict the impact of social media usage on execution. This study found a
significant difference in medical respondents' performance because of their use of
social media. Medical educators are being urged to develop guidelines for using
social media for educational purposes to improve respondents’ performance and
limitation to use. Alnjadat, R., Hmaidi, M. M., Samha, T. E., Kilani, M. M., &
Hasswan, A. M. (2019).
According to Ram, J., & Zhang, C. (2021). the purpose of this study is to
evaluate the role of social media analytics (SMA) in providing competitive
intelligence (CI). Using Nvivo coding and matrix queries, data from qualitative
semi-structured interviews with respondents from the social media, manufacturing,
telecommunications, IT, and service industries were analyzed using CI theory. The
findings show that SMA extends CI beyond the previous boundaries of
customers/markets and competitors, including insights into supply chains, costs,
and information flow. Furthermore, SMA-driven CI can provide visibility into supply
chain uncertainties, allowing for better demand planning and inventory
management. The matrix query results highlight the differences and similarities in
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respondents' perspectives. Academically, the study demonstrates that SMA
provides businesses with CI that extends beyond the previously known scope of
competitor analysis.
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CHAPTER II
REVIEW OF RELATED LITERATURE
Foreign Literature
Social Media Application and Effectiveness
Stated by Drus, Z., & Khalid, H. (2019) Users have posted a considerable
quantity of unprocessed material to social media sites in the form of text, videos,
photographs, and audio. Data can be transformed into insightful knowledge with
the support of trend analysis. The outcomes indicated that most articles used the
estimation method to analyze text sentiment in social media, extracting data from
messaging service sites, especially Twitter, and applying sentiment analysis in
business, politics, healthcare, and other fields.
The study's goal is to investigate the use of sustainable advertising in the
convention industry. Additionally, the study aims to know how message appeals,
message types, and social norms influenced the impressions of convention
participants. The findings revealed that advertising credibility influenced people's
attitudes toward marketing, conventions, and intentions to support the environment
across the convention industry. Kim, W. H., Malek, K., & Roberts, K. R. (2019).
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The development of a software application model for managing distance
education services provides academics with the tools they need to make it easier
for students to communicate with lecturers via online information technology
communication services via the Internet. The findings also show that instructors
and students agree that because a distance learning system is user-friendly and
participatory, it can make learning easier, faster, more accurate, and more
efficient. The findings of this study can be applied to other educational institutions
or programs, allowing academics to communicate effectively, efficiently, and
quickly via distance learning (Faisal & Kisman, 2020).
Social Media Metrics
When organizations and corporations use social media for marketing, it
becomes essential. Few businesses and some don't even know how to measure
the impact of social media. The study finds out the objective in quantifying the
economic values that must be based on the network's evolution and relationship to
success of a company (Pan & You, 2017).
In order to represent the performance that businesses might achieve from
online activity, social media is growing again. The purpose of the study is to
determine the fundamental formula for the information professional as it embodies
the communication efforts. Various metrics will be employed based on the kind of
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aim to be accomplished after analysis. In the various parameters, the investigation
found alternate domain (Fondevila-Gascón et al., 2017).
In order to assess the efficacy of marketing campaigns, Ronalds Skulme,
the study's author, would want to examine social media marketing metrics, which
are among the most popular and significant marketing metrics. A new social media
marketing metric was gathered after a comprehensive analysis. There was a new
paradigm for social media groupings suggested. Depending on the stage of
consumer purchasing choices the measure was used to assess, the significance
of the frequency of usage of social media metrics changes (Praude & Skulme,
2017).
The purpose of the study was to determine the influence of social media
users' engagement behavior on purchasing intentions, which are still in their early
stages. The 307 questionnaires collected were evaluated after an online survey
was done on four well-known organizations. The research revealed a strong
correlation between fan page involvement and purchase intent. The findings will
aid e-commerce marketers in understanding the impact of social media
participation on sales and in providing measures for e-marketers to use to boost
sales. The study will provide advertisers a detailed understanding of consumers'
behaviors (Rahman, 2017).
Professionals working in extension today have more job to do with less
resources. One effective strategy to satisfy job needs is to include social media
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marketing into outreach initiatives. Following the study, a workable strategy is
suggested for gathering social media communication metrics that is simple to use
and enables tracking user involvement over time (Gharis, & Hightower, 2017).
Zahedi, Z., & Costas, R. (2018) examined the differences in social media
tracking to comprehend how variations in social media surveillance and data
collection procedure may affect how altmetric data are used analytically.
Moreover, the findings demonstrate that different methods of obtaining data from
various social media platforms, along with various techniques for gathering,
processing, summarizing, and updating social media metrics, result in noticeably
varied data and metrics provided by these aggregators.
Uyar, A., Boyar, E., & Kuzey, C. (2018) investigated how social media
affected the firm value in a developing market context. The study calls attention to
the emerging trend of social media's increased usefulness to businesses because
social media enables communication that reaches many people around the world.
In contrast to social media account ownership per se and breadth of social media
involvement, the overall findings showed that the depth of social media
engagement had a substantial positive link with business value.
Misirlis, N., & Vlachopoulou, M. (2018) present a mapping literature review
and a classification for research articles regarding social media metrics and
analytics in marketing. The findings of the study reveal which is the most used
subcategory for each classification, trends and tendencies. This review provides a
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base classification for researchers and an editable and continuously augmenting
typology for further research in the area.
The researchers investigated how the use of social media metrics affects
and perceives the influence of media on one person to another (third-person
perception) and how one intends to act to fight an environmental danger.
According to the findings, (a) the presence of social media metrics reverses TPP,
(b) the presence of social media metrics increases compliant behavioral intentions
through mediation by TPP, and (c) the need to belong moderating the effects of
social media metrics on TPP (Chung, 2018).
The study focuses on the substance of Facebook communications which
have factors that supports effective self-marketing strategies on social media. In
order to find significant discrepancies in their user-generated Facebook metrics,
they gathered information from YouTube gamers and influencers. Furthermore,
the finding shows the need to employ natural language processing techniques to
effectively improve brand communication on social media, and the importance of
considering people’s thoughts and opinions for better result (Poecze et al., 2018).
This research analyzes the Facebook pages of every hotel in Serbia
("social media metrics"). As stated by Kalinić & Vujičić, M. (2019) the four regions
of Serbia reveal variations in terms of page followers, post timeliness, and user
engagement. The types and lengths of posts are comparable, and the origins of
the page's followers follow a pattern. This page educates regional inhabitants
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about social media metrics that may assist hotels in evaluating their marketing
efforts.
This study intends to assess the ROI-related concepts and indicators of
social media platforms such as Facebook. The authors discover that placing an
emphasis on social activities leads to faster network gains but smaller financial
rewards, whereas placing an emphasis on discrete user behaviors leads to slower
network growth. Distinctive action increases sales and website traffic whereas
social action emphasizes brand marketing and involvement (Khan et al., 2019)
This research investigates social media measurement strategies in the
hospitality business. As stated by Michopoulou & Moisa (2019), hotel management
use various social media methods, but their efficiency is uncertain, especially
when considering financial criteria. More importantly, it shows which parts of social
media performance evaluation are disregarded, creating a gap in holistically and
efficiently measuring social media programs.
This study proposes a measurement framework based on a literature
review. The study advises dividing SM performance control measures into five
groups which are business activity, brand sharing, dimensional, and engagement.
As determined by Pencarelli & Mele (2019), it shows the need to regularly
measure SM marketing activity, develop a measurement framework to govern the
plan, and lastly to systematize measurement metrics.
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According to Kumar, A., Bhavsar, A., & Verma, R. (2020). On social media
networks, videos are frequently shared worldwide and feature a high compression
factor. In this study, we investigate various deep learning algorithms for deep fake
classification in high compression settings and show that a proposed approach
based on metric learning can be very efficient for performing such a classification.
According to Aljukhadar & Bériault (2020). In semi-structured interviews, the
qualitative study's researchers spoke with 16 regular users of Polyvore, Instagram,
Etsy, Pinterest, and WeHeartIt. The quantitative study's sample consisted of 528
female regular Pinterest users. According to a post-hoc study that demonstrated
predictive validity, individual characteristics can distinguish social media experts or
influencers. The findings lay the groundwork for an action-based metric that
encourages practitioners to target online experts by identifying their social
commerce-related behaviors. These behaviors can be encouraged by
strengthening the network's attitudinal and experiential components.
Over the past ten years, social media platforms have grown to be more
than just places for networked sociality and interactions; they now enable looking
back into earlier periods of time, moments, and occurrences. This article aims to
describe some of the connections among social media, measurement, and
memory. It investigates how metrics affect historical memory on social media. The
study looks at how people's emotional ties to the past and attachments to
memories are affected by social media "likes." The study introduces the concept of
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quantified nostalgia to investigate how metrics are differentially performative in
memory creation and how regimes of everyday measurements might play a variety
of roles in the engagement and reconstruction of the digital past (Jacobsen &
Beer, 2021).
A social media marketing campaign's efficacy will be evaluated by
reviewing the academic material that is currently accessible and using the
appropriate metrics. In contrast to the trade literature, the scholarly literature is
out-of-date and deficient. The most important indicators are not universally agreed
upon, but research shows how crucial it is to establish social media goals at the
very beginning of the process. The selection of metrics to gauge a social media
campaign's efficacy is then suggested using a conceptual framework. A social
media campaign must begin by deciding on its marketing objectives, and the
recommended four-step approach should be followed as well. The correct metrics
can only be established after that (Lemel, 2021).
With time, social media, which is a platform that is always expanding, will
only get bigger. Interest in applying artificial intelligence (AI) approaches to
forecast post performance has grown in tandem with the exponential growth of
social media's business uses. This study included four main strategies and
approaches for analyzing the content of social media postings and predicting the
popularity of each upcoming post based on the number of likes, comments, and
shares. In order to get results predictions, all the techniques are applied to a
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dataset in the form of algorithms. The techniques evaluate textual and multimedia
content, including pictures and videos, and base their conclusions on the
information gleaned from these sources (Raghunathan et al., 2021)
In research from (Lamot, 2021), It is getting harder and harder for media
sources to hold audiences' attention in today's high-choice, information-abundant
media environment. For social media, and more specifically Facebook, this issue
is of great importance. There are concerns that journalistic material on digital news
media, particularly on social media, is getting softer to assist adapt to news
consumers' tastes because user interaction is a key input factor for the algorithm.
The researchers used special metrics given by the news organizations themselves
to measure viewer engagement. The findings demonstrate that audience metrics
encourage and support news softening on the Facebook pages of major news
outlets.
According to (Shin & Ognyanova, 2022), Using Bourdieu's field theory, this
study looked at how the quality and reputation of news organizations were related
to their social media capital. Social media capital is considered as the resources
that news organizations generate through social media initiatives. It can be
estimated by evaluating each outlet's audience size and engagement levels on
Twitter. This study examined the relationship between news organization
reputation and social media capital using Bourdieu's field theory. By measuring
each outlet's Twitter audience and engagement levels, one may assess social
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media capital, which is thought of as the resources that news organizations may
generate through social media activities.
Stated by (Miola & Marques, 2022) The Brazilian Ministry of Health
Facebook page during the Zika outbreak in 2016. How does the Ministry use
social media to communicate about Aedes aegypti? To what extent have the
communications campaigns been used to promote the image of political actors
and institutions? The effects of government-sponsored content on users'
engagement with the content are examined. The researchers analyze posts about
the Aedes aegypti mosquito using content analysis and social media metrics,
combining quantitative and qualitative techniques. The researchers found that
publications frequently used a preventative strategy. However, the articles that
generated the most user involvement were those that addressed diseases.
Additionally, the statistics showed that highlighting qualities favored by public
servants had a detrimental impact on user engagement, decreasing the potency
and reach of the Ministry's messaging. Furthermore, the data demonstrated that
emphasizing traits favored by public employees had a negative effect on user
engagement, reducing the impact and scope of the Ministry's messaging.
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Social Media Engagement
Social media has become an essential aspect of daily life for a larger
segment of the population. Businesses are also using it to rapidly communicate
with the global population. Referring to Ayodeji, O. G., & Kumar, V. (2019) it
develops and distributes information to clients fast and easily, and profit from it
and as a result, the number of social media platforms and users has expanded, so
has the demand for businesses to monitor, extract, analyze, and report the data
created on these platforms.
In research from (Li et al, 2021) In this study, social media engagement is
measured across several social networking sites and marketing initiatives for the
casual-dining restaurant sector. The study investigates the effects of social media
engagement's dimensionality on the performance of casual eating establishments.
The research demonstrates that social media engagement numbers vary
depending on the channel and the campaign being used. These indicators
significantly improve the performance of casual-dining restaurants, according to
the findings.
According to (Fedorko, 2021), social media is now an established
component of modern marketing strategies. They have expanded significantly in
recent years. In this article, we examine the indicators of social media involvement
and how they relate to customer purchase intentions. The number of likes,
comments, shares, follows, and respondents' desire to make a purchase were the
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factors that were looked at in the study. The study's findings show that all chosen
social media exposure measurements have associations that are statistically
significant. In order to further understanding in this field, the results are given in
the context of previous research. The findings confirm the perceived significance
of these factors in the purchase process and show that they are significant for both
s- and e-commerce.
Perreault & Mosconi (2018) Analyzed the drivers of social media
engagement and the metrics used to elaborate the performance of a social media
brand's content strategy. A systematic literature review reveals that social media
engagement is a misunderstood concept associated with different levels of
customer relationships. Moreover, the results show that the literature fails to
address the performance of social media content strategies and the metrics
adopted. The study categorizes metrics, opportunities, and executive involvement
in social media engagement issues.
In research from (Obermayer et al, 2022) The goal of this article is to
examine how family businesses use social media platforms, to identify their goals,
advantages, and difficulties, and to identify the skills required for social networking
and teamwork. Based on semi-structured interviews with six wineries in the
Balaton area of Hungary, a multiple case study methodology was used. Applying
the non-probability sampling purposive strategy, the interviewers, and the wineries
they represented were chosen from the 55 wineries, and the interviews were then
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analyzed using a case study method and qualitative content analysis. The findings
indicate that Facebook is the most often used social media platform by wineries to
build brand recognition and connect with new potential customers. The "Social
media roadmap" framework for best practices is also presented in this study.
Local Literature
Effectiveness of Social Media
Social media platforms have become an essential component in advertising
products, contributing considerably to the creation of numerous innovations. Using
social media has provided internet businesses with options for managing their
brand's performance and communicating with customers via social media
platforms. The consumer electronics business has benefited from these digital
advancements. The study's aim was to get a full understanding of how social
media platforms and tools affect the performance of consumer electronics online
retail enterprises (Pre et al., 2022)
Due to the limits placed on going outside during the current epidemic,
individuals are using social media to buy goods and services. This is an example
of how technology is evolving along with the market. Through the usage of social
media tools, businesses have been able to broaden their customer base and
develop their goods and services. Because people increasingly view electronics
and the internet as necessities rather than just wants, we have learned that social
media marketing will advance in the future as a result of the usage of

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smartphones. Everybody will be able to conduct commercial transactions and
access product offers with just one click as we continue to understand and accept
the current modern era of technology (Banzon et al., 2017)
According to (Calo et al., 2022) The continuous advancement of technology
and the internet makes it easier for businesses to penetrate the market. global
market. As a result, business owners must adapt to it. The most effective
approach to use the internet, particularly for an online business is by using social
media as a marketing tool because of its features and a great number of users.
This study examined the financial and non-financial metrics of the MMM Shop's
social media as a marketing tool through the shop's 2021 financial forecast
records and data acquired from 70 local and foreign clients of the shop business
competition.
According to (Banzon et al., 2022) Technology evolves with the market; for
example, in the current Pandemic situation, individuals use social media to
purchase things and services due to the limits of going out. In accordance with
this, social media allows businesses/companies to contact a wide range of
customers, and it may also be a great way to distribute products and services
through the use of social media applications. Businesses/companies have been
able to broaden their horizons, innovate their products, build relationships, and
profit as a result of this.
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One of the most important marketing methods used by the great majority of
businesses and corporations today is undoubtedly digital marketing. Given that it
includes the present study, this plan provides them with the resources they need
to market their goods to a far wider audience. The study wanted to know how
Filipino consumers' buying habits were impacted by internet marketing. At the
conclusion of the study, it was discovered that digital marketing tactics, particularly
social media marketing and email marketing, successfully stimulate Filipino
consumers' desire to make a purchase. This was made possible by the increased
client interaction brought on by the social media marketing (Astoriano et al., 2022)
The purpose of this study is to investigate the viewpoints of Quezon City-
dwelling girls, ages 18 to 25, who use skincare products. It proves that social
media was a successful platform for product marketing. Additionally, social media
influencers are more effective brand ambassadors than celebrity endorsers,
according to the survey's criteria (Lim et al., 2022)
The purpose of the study was to evaluate the usage of social media
marketing to determine its impact on resort industry in the Philippines, specifically
in Batangas. It also determined the profile of the chosen resorts in terms of
classification, years of operation, location, and the years media marketing was
introduced to the firm; Identified the forms of social media used by the selected
resorts; cited the positive and negative effects of social media marketing on the
resorts' businesses; outlined the challenges customers face when utilizing social
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media; compared the responses of the selected resorts to the effects of SMM; and
proposed a development plan for the effective use of SMM. Most resorts in
Batangas are AAA-rated, the highest quality grade for resorts that run 10 years or
more (Atienza, 2019). Most resorts in Batangas' 1st District introduced SMM
between 2006 and 2010. Everyone at the resort used Facebook. Both resort
owners and customers agreed SMM had beneficial and negative effects. Frequent
posting and unmaintained accounts are SMM concerns. SMM usage was planned.
The concept and foundation of effective relief operations following disasters
is the demand analysis of relief supplies. Social media has become a crucial route
for individuals to declare their need for relief materials and serves as a tool to learn
about disaster locations due to its broad use. By utilizing social media data, the
researchers offer a topic model-based framework and create a demand dictionary
and gazetteer that tries to pinpoint the spatial distribution of the demand for relief
supplies. The acquired data demonstrates that the effective demand for relief
supplies can be derived from tweets using the demand dictionary, a gazetteer, and
a biterm subject model. The suggested system can effectively identify and
distribute correct demand information (Zhang et al.,2021)
As a very effective marketing technique for winning over consumers, social
media has developed. This study set out to determine how social media was being
used to promote travel to Pangasinan region. The statistics showed that
Facebook, Twitter, Youtube, blogs, and websites were the most widely utilized
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social media channels by those in the travel business to market local travel. For
low-cost tourist businesses in particular, social media apps provided a quicker
means of disseminating information. In line with Abalos, A. C., and Rosal, J. D. To
promote tourism in 2019, social media is used.
This study examines social media's effect on organizational effectiveness
and sustainability. This qualitative study interviews SMEs in the Philippines, a
developing country. As determined by Hernandez et. al (2022), SMEs chose social
media for business based on its ability to boost brand exposure, identification,
interactions, lead generation, conversion, customer service, and insights reporting.
This study aims to assess the use of social media in Micro Small, and
Medium Enterprises (MSME) marketing programs in the digital era and the
elements used to strengthen their marketing strategy. As stated by Pajenado
(2019), the researchers’ analyzed studies, journals, secondary data, and literature
to determine social media's usefulness as a company marketing approach. The
researcher found that MSMEs innovate, change, and transform their marketing
through social media. Social media as a dynamic marketing technique advances
MSME's in the Philippines proportionally.
This study evaluated the adoption of online marketing by SMEs in Samar. It
was descriptive. and the questionnaire was used to collect data. Respondents
were SMEs and internet customers in Samar. As mentioned by Patimo, D., &
Dollado, R. (2021), the data showed that SMEs offered meals, clothes, shoes,
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jewelry, and consumables. Tarpaulin was a SME marketing tool. Financial
constraints were SMEs' biggest marketing difficulty. The majority of SMEs plan to
utilize online marketing. Samar has a high demand for online marketing, according
to the data. SMEs in Samar are prepared to use online marketing despite doubts
and obstacles.
Impact of social media
The purpose of the study is to ascertain how consumers perceive the
advertising effectiveness of social media influencers in relation to their intention to
make a purchase. According to the researchers, in order for an influencer to be
successful on social media, certain techniques and abilities need be tailored to
appeal to consumers' purchase intentions. According to the respondents' opinion,
an influencer who establishes the majority of their integrity and is reliable can alter
customers' behavior and buy intentions. It is believed that activity and ties with the
product are also sufficient. Additionally, there is a strong correlation between
customer purchase intention and advertisement effectiveness (Dalangin et al.,
2021)
This article argues that sustainable tourism (ST) agenda and efforts can be
combined with social media marketing as a tourism stakeholders' communications
approach. This article evaluates the impact of social media techniques on
marketing KPIs contextualized inside ST. Based on Yamagishi, et. al (2021) the
collaborative strategies scenario improves awareness, voice sharing, counting

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metrics, remarks, and lead. The suggested framework's findings allow
policymakers to analyze social media policies for propagating the ST agenda.
Arceo et al., (2018) evaluated the impact of different social media channels
for food promotion. According to the survey, customers' decisions to make
purchases were influenced by commercials, blogs, and promotions on Facebook,
Twitter, Instagram, and other social media platforms. The study's findings, which
were centered on the patrons of various eateries, showed that viewers and
listeners who used social media platforms to influence online social convergence.
Online convergence affects consumers' intent to buy and is influenced by social
media platforms and usage patterns.
Public information officers who assist diverse activities in local government
units now use public relations techniques at drastically higher rates because to
social media. Indicators show that social media gives more access to contacting
friends and family and has become a daily companion to communication activities,
according to the study's findings, which support the reliance of public information
officers in local government units on social media's overall impact on public
relations practices. The accepted theory and the effect of social media on public
relations between public information authorities are significantly correlated
(Gayeta, 2021)
The purpose of the study was to evaluate the usage of social media
marketing to determine its impact on resort industry in the Philippines, specifically

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in Batangas. It also determined the profile of the chosen resorts in terms of
classification, years of operation, location, and the years media marketing was
introduced to the firm; Identified the forms of social media used by the selected
resorts; cited the positive and negative effects of social media marketing on the
resorts' businesses; outlined the challenges customers face when utilizing social
media; compared the responses of the selected resorts to the effects of SMM; and
proposed a development plan for the effective use of SMM. Most resorts in
Batangas are AAA-rated, the highest quality grade for resorts that run 10 years or
more (Atienza, 2019). Most resorts in Batangas' 1st District introduced SMM
between 2006 and 2010. Everyone at the resort used Facebook. Both resort
owners and customers agreed SMM had beneficial and negative effects. Frequent
posting and unmaintained accounts are SMM concerns. SMM usage was planned.
Influence of Social Media
According to (Era, 2022) Because of the major implications of social media
influencers (SMIs) as brand endorsers, businesses are now adapting to the rising
social media trend. Researchers recommended focusing on the primary factors
that allow SMIs to influence purchasing intent rather than peripheral characteristics
(e.g., number of followers). The result shows the legitimacy of the source and
attractiveness influences buying intent favorably. However, product matchup and
meaning transfer had no effect on purchase intention. Furthermore, the results in

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substantial that customer attitude moderates the influence of source legitimacy
and attractiveness on purchase intention significantly.
The researchers wanted to understand how social media was used in the
modern world as a marketing tool for goods connected to food. Descriptive-
correlational research was used to statistically assess and treat the data that had
been gathered. According to the findings, social media has no discernible impact
on the perceived value of online food goods by consumers. The report advises
businesses to listen to customer input, be more imaginative when marketing their
products while avoiding being repetitious and be more active and interacting with
their customers (Bermoy et al., 2021)
Bringula et al., (2018) identified the company, personal, and technical
variables that potentially affect smartphone purchasing intentions online. In order
to do this, 230 students' worth of data were evaluated using hierarchical
regression analysis. Security and trust were the reliable predictors of online
purchase intention for cellphones, according to three steps of hierarchical
regression analysis. In addition to this, the study's findings provided justifications
for the contradictory findings of earlier studies in terms of cost and quality. The
study was able to identify the variables that might affect smartphone purchases
made online, it was determined.
According to Balderaz, B. G. B., & Campos, K. P. (2020) this study's main
goal is to identify the elements of customer-based brand equity that affect

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consumers' happiness with online buying. This study also sought to ascertain
whether there is a significant variation in the degree of satisfaction with online
shopping when examined in relation to respondent profile. Furthermore, results of
the T-test and Analysis of Variance showed that there is a significant variation in
the level of satisfaction with online shopping according to gross monthly income.
Results from Stepwise Regression showed that aspects of customer-based brand
equity that significantly affect online buying happiness include brand loyalty,
perceived quality, and brand awareness.
The goal of this paper is to examine how perceived social media marketing
efforts affect consumer equity drivers in a former business. Three important
conclusions from the study emerged. First, people's perceptions of e-commerce
include five factors, including trendiness, word-of-mouth promotion, and
interactivity. E-commerce has a big, good impact on how loyal customers are to e-
commerce websites (Yadav & Rahman, 2018)
The examination of work and social media influence in the Philippines is
used in this article to investigate concerns related to commercialization on social
media platforms. We questioned Filipino influencers on their understanding,
interaction with, and commodification of the audience and their content based on a
series of semi structured interviews. In order to confront the commodification of
social media audiences, we contend that knowing authenticity is key (Shtern et
al.,2019)
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Cheng, J. K., Fernandez, A., Quindoza, R. G. M., Tan, S., & Cheng, C.
(2018, December) searched for the best method for assessing post contents to
determine the gender and age range of Filipino social media accounts. The
stacked/combined structure and the parallel structure, two model structures for the
classifier, were put to the test. The findings demonstrate that age classification and
gender classification use various model architectures, features, feature reduction,
and classification methods. Facebook and Twitter data must be studied
independently due to the major disparities between the posts discovered on these
two sites, which affect how well the model’s function.
According to Cuesta, R. M., & Tamayo, A. (2018) exploratory factor
analysis was used in this study to quantify the level of risk associated with
Dabawenyo’s online transactions. 163 people participated in the survey, and the
results showed several characteristics that represented the latent construct for
perceived risks in online transactions. Results also revealed that women are less
hesitant than their male counterparts to engage in online transactions; education
also determines risks, and gadgets as consumer goods influence risk behaviors.
Furthermore, results revealed that more experienced online transactions tend to
have a significant impact on attitudes towards online transactions.
Despite the convenience that social media provides to millennials, their
growing time spent on social media websites contributes to the rise of parent-child
relationship issues because teenagers misuse social media by posting about
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personal issues on their individual social media accounts and engaging in risky
social media activities. In order to ascertain whether or not time spent on social
media has an impact on a child's relationship with his or her parents, this study will
look into the connection between students' use of social media and that
relationship. The study's conclusions suggest that students' relationships with their
parents remain unaffected as they become more active on social media platforms
(Duque et al.,2017)
According to Rapada et al., (2021) The most common and influential
method of communication in the modern day is social media. This study aims to
examine how social media affects customer attitudes about plastic items. This
study proves that social media may successfully affect consumer behavior toward
plastic use if the information provided comes from reliable studies, is simple to
apply to one's own actions, and has a direct bearing on one's health.
The promotion of tourism destinations using social media platforms has
been advocated in recent literature. Despite these advancements, little research
has been done on how social media helps tourism locations remain viable. This
study explores the influence of social media techniques on marketing indicators
within the context of the thesis it makes and the paucity of research on the subject.
While the moving graphics scenario results in gains in reach, counting metrics,
comments, and web traffic, the low effort scenario boosts counting metrics,
comments, and web traffic. Policy and decision makers can use the findings from
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the suggested framework to analyze potential media policies for promoting the
agenda (Yamagish et al.,2021)
CHAPTER III
FRAMEWORK OF THE STUDY
1. Theoretical Framework
1.1 The Honeycomb Model
In 2011, Jan Kietzmann, Kristopher Hermkens, and Ian McCarthy,
three Canadian professors, developed the Honeycomb Model to assess
social media efficacy by examining the reasons why people engage with
social media (Hanlon, 2022). In research from The Honeycomb Model for
Social Media Strategy (n.d.), These blocks can be used individually or in
combination to help marketers in analyzing their social media activities,
audience, and the larger social media ecosystem in which they operate.
The honeycomb model allows this by focusing our attention on the
most important aspects of how social media works. We can use it as a

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checklist of key strategic factors to work through methodically during
planning or evaluation. By structuring strategy sessions in this manner, we
can ensure that crucial aspects are not overlooked in our analyses. This is
how the blocks appear in honeycomb formation. It's made up of seven
blocks, each representing a different aspect of how social is used:
1. Sharing - “Referred to which users trade, disseminate, and receive
information”
 How do people share content on social media? Sharing
videos, images, text, links, locations, events, and other types
of information is an important component of what makes
social media social.
2. Presence - “Referred to which consumers are aware that others
are
available."
 How visible is a person or company on social media, and how
aware are other users of this? Some social media platforms
have mechanisms in place to make the extent of a user's
presence public: for example, Facebook Pages are
automatically updated with an estimate of how long the page
owner typically takes to respond.

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3. Relationships - “Referred to which users are related to one
another.”
 How are social users related to one another, and how do
these relationships manifest as social media interactions?
Social users can have varying degrees of relatedness,
ranging from complete strangers who simply follow each
other's accounts to couples who interact privately on social
and publicly post their relationship status, to groups of friends
who heavily use groups messaging and events functionalities.
4. Identity - "Referred to which users reveal themselves."
 What do social users reveal about their identities, e.g. name,
age, gender, location, profession, education? The information
that users provide about their identity is critical in social media
marketing because it is central to how we target leads with
advertising and outreach.
5. Conversations - "Referred to which users communicate with one
other."
 How are users communicating on social media?
Understanding this is important for developing a social media
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marketing strategy that effectively helps feed into user
conversations.
6. Reputation - "Referred to which users know the social standing of
others and content.”
 What can customers learn about their own and others'
reputations on social media? Likes, connections, and follower
counts are just a few of the processes available on social
platforms for measuring the reputation of others.
7. Groups - “Referred to which users are sorted or create
communities."
 How are people using social media to form groups and sub-
communities? This is a side of social that some businesses
are better suited to tap into than others. Running and
advertising through the group is a valuable source of brand
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visibility and custom for the musician hiring platform Last
Minute Musicians, whereas building a community on social is
not such a natural fit for other brands.
1.2 Murdough’s Social Media Measurement Process
The second framework is proposed by Murdough in 2009.It focuses
on identifying what brands want to achieve by strengthening their
relationships with consumers and/or prospects, its Social measurement
process consists of (Murdough, 2009):
1. Concept: Brand definition and creation of a measurement map of
corporate objectives with KPIs and performance benchmarks.
2. Definition: Timing and analysis program selection
3. Design: definition of tactics targeted at enhancing the company's
presence on social media, methodology for data gathering,
monitoring, and reporting tool selection
4. Deployment: Planning, editorial calendar compilation, and
workflow management
5. Optimization: work synthesis and performance improvement.
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Figure 2 Social Media Measurement Process (Murdough, 2009)
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2.1 Conceptual Framework
A conceptual framework shows how the study's variables relate to one
another. It might also include a narrative explanation of the model that was
given, as well as a visual representation of the most important findings from
the study. In this framework, we will use the IPO model to illustrate the
conceptual framework of the study.
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Figure 3 Presents the IPO Model Conceptual Framework.
In Figure 3, to be able to have an output where we can assess the
awareness of our respondents which are the online business owners about the
social media metrics, we must implement the following input and process.
For the input, we would like to know more about our respondents as they
will be the basis of our data. The researchers would like to assess the awareness
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of online business owners about social media metrics in their span of years’
operating the online business.
The process will be our guide to gather the data that we wish to assess to
achieve our study's objective. Social media metrics are essential to social strategy,
according to Kayla Carmicheal. They offer a behind-the-scenes look into how your
channels are doing and how your target market views you. Social media metrics
may show how to make a business approach better. In processing the input, we
will be able to achieve our outcome in letting the online business owner be aware
about social media metrics and its application and effectiveness to return their
investment with their business.
This conceptual framework would like to achieve our output and the
objectives of this study. The said model will be the researchers guide to proceed
further on identifying and assessing the possible outcome of the gathered data
which can definitely help this study to provide the online business owner, the
future online business owner and the future research that may have the same field
of topic to boost their income or sales and let them know the other strategic effect
that social media metrics may give.
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CHAPTER IV
METHODOLOGY
1. Research Locale
1.1 The gathering of data is conducted through social media platform that is
popular in the Philippines. The respondents answered an online survey
questionnaire that can be access through Google Form. The survey
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questionnaire was distributed on social media platforms or website such as
Facebook, Instagram, Twitter, Messenger, Shopee or Lazada. The
researchers’ chose the social media platforms/websites as research local
as this study tackles the online business or online business owners. The
location for data collection was chosen because it provided the researchers
with the information, they need for people who own online businesses.
1.2 As the social media platforms/website can be definite in terms of who
can access the place of implementation of gathering the data, the target
population of this study will be
2. Research Design
This study was designed as a quantitative study, aimi to assess the
significant effect of applying social media metrics practices in online
business
which targeting people on social media. As explained by Coghlan & Miller,
(2014), numerical data are gathered during quantitative research.
Quantitative research aims to produce knowledge and foster
comprehension of the social world. It describes a collection of methods,
approaches, and presumptions used to investigate numerical patterns in
order to research psychological, social, and economic phenomena.
Furthermore, the researcher will use of techniques like questionnaires to
get numerical data and one of its most distinctive characteristics. In addition
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to this, descriptive or survey research will be employed in this study to
identify and evaluate the substantial impact of implementing social media
metrics practices in online business using the appropriate data-gathering
tool. A survey approach involves asking people questions about a subject
and then analyzing their answers. Additionally, this technique involves
employing a closed ended instrument to gather information from a
predetermined group of respondents.
3. Population Sampling or Respondents of the Study
The intended audience consists of online business owners in Metro
Manila, Philippines. It is appropriate for adults over the age of 18. Gender
representations include male, female, lesbian, bisexual, gay, transgender,
queer, celibate, and other genders.
This research study used convenience sampling. In research from
(Edgar & Manz, 2017) Convenience sampling is a technique for collecting
samples that are conveniently accessible near a location or Internet service.
Since there are numerous online business owners in Metro Manila,
researchers chose individuals at random who are willing to be approached
and become part of the research.
The researcher utilized Raosoft, a software application that primarily
calculates or creates the sample size of a study or survey. As a result,

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Raosoft's calculator recommended a sample size of 377. To compare the
Raosoft to Cochran formula, the following is calculated.
Where:
n = sample size
N = 20,000
Z = z score is at 1.96 at 95% confidence level
p = assumed to be 50% or 0.50
e = margin of error at 0.05
q = is 1–p
n = (1.96¿ ¿2)(0.50)(1−0.50)/0.052 ¿
n = 384.16
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n = 384.16 /(1+(384.16−1)/20000)
n = 376.93 or 377
4. Data Gathering Procedures
The researchers went through numerous methodologies to gather
the data required for the study. It was as follows:
4.1 The researchers consulted and emailed the business permit and
licensing department, requesting data collection for research purposes.
4.2 Questionnaire construction the researchers then create a questionnaire
that includes the part. It is the Social Media Metric: Applicability and
Effectiveness. The second portion deals with questions that produce
answers relevant to the problem's decision. After receiving approval from
the professor, the researchers transferred the survey questionnaire to
Google Forms.
4.3 After acknowledging confirmation email of our social media metric, the
Department of Business Permits and Registration forwarded our request to
the Information Technology Development Division for processing.
4.4 Researchers subsequently sent a follow-up email to the Information
Technology Development Department's social media. The said department
informed us that they had already forwarded their response, which stated
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their approval to the Business Permits and Licensing Department, as well
as the data we requested.
4.5 The researchers after which must have sent a detailed work email to the
Business Permits and Licensing Department using social media.
Nevertheless, there has been no response to the question of whether the
social media metric is effective.
4.6 As a last desperate measure, the researchers looked up social media
Metrics Application and Effectiveness. We discovered the population size
and, with both the support and guidance of Raosoft, we determined our
sample size, which was personally selected for the Raosoft that connected
the social media.
4.7 Going to follow something which, the researchers messaged them
individually using social media and email for the consent letter.
4.8 The questionnaire was provided to respondents using the internet by
the
researchers.
5. Research Instrument
The main instrument used in this research was the survey
questionnaire. The questionnaire used in this study is a self-administered
questionnaire. The questions under the said instrument were thoroughly
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picked to gather the right data from the respondents to help in achieving the
goal of this study.
Reliability - The consistency with which a method assesses
something is known as reliability. If the same outcome can regularly be
obtained by applying the same techniques under the same conditions, the
measurement is said to be reliable. The consistency of replies will reveal a
questionnaire's dependability.
Validity - To ensure that all the things are built with content validity in
mind. The relationship formed between the test and variables used as
construct representational variables.
To collect the precise data the researchers, need, a survey
questionnaire was used as the method of data collection. It contains
inquiries about the usefulness of social media analytics and their
applicability to some internet company owners. The information acquired
could aid the researchers in understanding the findings and further the
research.
6. Statistical Treatment of Data
To analyze the accumulated information, the researchers have the
accompanying statistical methods:
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6.1 Frequency: It is employed to make it easier to tally and count
frequency values depending on every item or classification.
6.2 Percentage: In order to categorize the actual questionnaire
responses, a percentage is used. The percentage is calculated by
dividing the total replies by the total respondents, and then
multiplying the quotient by 100 (100). The percentage is calculated
using the following formula:
(%) P = F/N X 100
Where:
% = percentage of distribution
F = total number of responses
N = total number of respondents
6.3 Weighted Mean: With the help of this statistical tool, you may
determine the relative importance of the answers that respondents to
the questionnaire gave when it was being collected. The weighted
mean is calculated using the following formula:
Wm=fn
Where:
Wm = weighted mean
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∑F = summation of total number of responses
N = total number of respondents
The weighted mean's language equivalents are as follows
Figure 4 The weighted mean's language equivalents
6.4 Likert Scale: In research that uses a questionnaire, the Likert scale
is a psychometric scale that is often used. It is the method for scaling
Figure 5 Likert Scale

responses.
7. The Two-Tailed Test. According to (Hayes, 2022) is a method for
determining whether or not the unknown population means of two groups
are equal. It is also used in null-hypothesis testing and statistical
significance testing. It analyzes whether there are any statistically
significant differences in the application of social media metrics: it

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determines whether there is a statistically significant difference following the
application of social media metrics. To compare the different approaches
within the same group, the means are used — the sample means, and the
data structured paired sample T-test. The following is the formula for
computing the paired sample t-test:
𝑡= (𝑥̄ 𝑑– 𝜇𝑑)
(𝑠𝑑/√𝑛)
Where:
(𝑥) ̄𝑑 = mean of the difference
𝜇𝑑= hypothesized mean
Sd = standard deviation of the difference
8. Analysis of Variance (ANOVA). It is a statistical test used to examine the
disparity between the means of three or more groups and also known as
Analysis of Variance. The researcher used a one-way ANOVA to examine if
the groups produced by the levels of the independent variable are
statistically distinct by comparing the means of the treatment levels to the
overall mean of the dependent variable.
ANOVAs allow users to compare the impact of multiple factors on the same
measure. ANOVA is calculated using the following formula:
F – Test = S1²
S2²
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S1² = SSC
K–1
S2² = SSE
N–K
CV = df numerator = K – 1
df denominator N – K
Where:
SSC = Sum of Squares for Column Means
=∑ (XColumn )2 / n - ∑(x)2 N
SST = Total Sum of Squares
=∑ (x2) – ∑ (x )2 / N
SSE = Error Sum of Squares
=SST – SSC
CHAPTER V
DATA ANALYSIS AND INTERPRETATION
I. What are the demographic profile of respondents in terms of:
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Table 1. Frequency and Percent Distribution of the Respondents by Age
Frequenc Percen Valid Cumulative

Age
y t Percent Percent
21 to 26 Years Old 228 60.477 60.477 60.477
27 to 32 Years Old 91 24.138 24.138 84.615
33 to 38 Years Old 26 6.897 6.897 91.512
39 to 44 Years Old 10 2.653 2.653 94.164
45 and up Years
22 5.836 5.836 100.000
Old
Missing 0 0.000
Total 377 100.000
In table 1, you can see the numbers of respondents that age ranging from
21-26 years old as the largest percentage with 60.47 and a frequency of 228.
More than half of our 377 respondents were in their early 20’s and mid-20’s.
Azoulay et al. (2020) looked into this topic. In their study, Age and High-Growth
Entrepreneurship, they discovered that past expertise in a particular industry
accurately predicts substantially higher likelihood of entrepreneurial success. The
results strongly contradict with significant theories that highlight youth as a crucial
quality of successful entrepreneurs.
Table 2. Frequency and Percent Distribution of the Respondents by Gender
Percen
Gender Frequency Valid Percent Cumulative Percent
t
Bisexual 17 4.509 4.509 4.509
Female 202 53.581 53.581 58.090
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Percen
t
Gay 9 2.387 2.387 60.477
Lesbian 4 1.061 1.061 61.538
Male 142 37.666 37.666 99.204
Queer 1 0.265 0.265 99.469
Transgende
2 0.531 0.531 100.000
r
Missing 0 0.000
Total 377 100.000
Table 2 reveals that the largest percentage of respondents are Female with
frequency of (202) or (53.581%), which means they are more into online business
than other genders, while the lowest frequency are queer with (1) or a percentage
of (0.265%). In research from Busis (2019) he examined how the gender of these
business owners affects their professional experiences. This change has the
potential to have an impact on women's personal and professional lives as well.
Gender does seem to have an impact on the experiences of female business
owners, but the extent of that impact depends on a variety of circumstances,
according to the study done for this research. Furthermore, this impact takes on
many different shapes, including how peers treat you and your environment.
Table 3. Frequency and Percent Distribution of the Respondents by Status

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Frequenc Valid
Civil Percent Cumulative Percent
y Percent
Married 85 22.546 22.546 22.546
Separate
4 1.061 1.061 23.607
d
Single 286 75.597 75.597 99.204
Widowed 2 0.531 0.531 100.000
Missing 0 0.000
Total 377 100.000
Table 3 reveals that the respondents were mostly single with a frequency of
(286) or (75.597%) while the lowest frequency are widowed with (2) or (0.531%).
Jaiwasal and Patel (n.d.) discovered a relation between marital status and
entrepreneurial behavior in their study. They explain that single people are more
likely to exhibit entrepreneurial behavior than married people. Single people are
more focused and willing to start their own businesses, whereas married people
are more cautious and controlled for entrepreneurship. They are limited in their
eagerness for entrepreneurship. The majority of married people are hesitant to
showcase their entrepreneurial skills.
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Table 4. Frequency and Percent Distribution of the Respondents by Highest
Educational Attainment

Education
y t Percent Percent
Others 17 4.509 4.509 4.509
Bachelor’s Degree 166 44.032 44.032 48.541
College Undergrad 128 33.952 33.952 82.493
Doctorate Degree 1 0.265 0.265 82.759
Master’s Degree 15 3.979 3.979 86.737
Senior/High School 42 11.141 11.141 97.878
Vocational/Special
8 2.122 2.122 100.000
Courses
Missing 0 0.000
Total 377 100.000
Table 4 reveals that the largest percentage of respondents were
undergraduates with a bachelor’s degree. A percentage of (48.541) and a
frequency of 166 represent many of highest respondents and the other category
from the lowest is doctorate degree received 82.759 %of the vote with 1
respondent. According to Sepino, F & Garcia-Vigonte F (2022) the ongoing
flow of goods, services, and income in an economy is referred to as the circular
flow of icome. The majority of the proprietors are male, female and married, and
their educational attainment was college graduates, demonstrating that they can
run a business.
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Table 5. Frequency and Percent Distribution of the Respondents by Number
of Years in Business
Percen Valid Cumulative

Years Frequency
t Percent Percent
1 to 2 years 148 39.257 39.257 39.257
10 years and up 18 4.775 4.775 44.032
2 years to less than 3
74 19.629 19.629 63.660
years
19 5.040 5.040 68.700
years
6 1.592 1.592 70.292
years
Less than a year 110 29.178 29.178 99.469
Less than a year, 1 to 2
2 0.531 0.531 100.000
years
Missing 0 0.000
Total 377 100.000
In Table 5, It identifies the Number of Years in the Business for every online
business owner. The data shows that most of the respondents have a business
that runs in the span of 1 to 2 years with a percentage of (39.257%) and a
frequency of (148). Therefore, having an online business is not an easy task but to
operate with much longer years requires experience and to be successful in the
perfect time. In research from The Benefits of Running a Business in Later Life
(2022) stated that wisdom or knowledge is equal to age which defines the
experience, knowledge, and understanding about your business. The results also
define that there are a lot of new ideas and businesses that is Less than a year
with a percentage of (29.178) and a frequency of (110) which comes 2nd to the
respondents answer.
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II. How will social media metrics help business owners to improve in
terms of the following aspects:
Table 6. Respondents’ Assessment on the Social Media Metrics: Application
and Its Effectiveness in Terms of Sales or Income
Weighted Rank Verbal

Sales or Income
Mean Interpretation
The involvement of social media metrics

creates progress in all aspects of the 4.36 1 Agree
business including the sales.
Having relevance towards social media

4.29 5 Agree
increase sales and profits
Increase of reach with the use of social

media plays a vital role for every online 4.33 3.5 Agree
business
Engagement rate and Audience rate helps

a business to be profitable with the help of 4.33 3.5 Agree
social media metrics
Social media metrics provide in-depth

understanding about quality management 4.35 2 Agree
over the business
Grand Mean 4.33 Agree
In table 6, we have determined that, with a weighted mean of 4.36, the use
of social media metrics leads to progress in all aspects of the business and sales.
As ranking in number 1, our respondents agree that social media metrics helps a
business in improving all areas of it including sales which specifically will help the
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business to grow more. In the study of Ansari et al. (2019), the development and
expansion of the business depends greatly on these social media channels. It
drives traffic to the business's websites and any social media-shared content. It
boosts sales, develops brands, and promotes social media as a means of bringing
people together online.
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and Its Effectiveness in Terms of Marketing

Marketing
Mean Interpretation
Knowing the application of social media

metrics gives new ideas for marketing 4.38 2 Agree
strategy.
Effective use of social media metrics

4.24 5 Agree
improves marketing tactics.
Social media metrics provide marketers

with information on how customers
4.34 3.5 Agree
respond to their campaigns and
messages.
Communicating with customer through

social media marketing helps boost the 4.34 3.5 Agree
business.
Online business grows bigger with social

4.38 1 Agree
media marketing.
In table 7, The study revealed that, with a mean score of 4.24, respondents
believe social media metrics support online businesses in expanding through
social media marketing. As stated by Ellitan (2022) social media is one of the
modern marketing tools; anyone using social media can view and learn about the
company's promotions, allowing them to broaden the scope of promotions the
company offers. Social media marketing is, of course, more effective, and efficient
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nowadays. Then, through social media marketing, this can increase purchase
intentions or purchase intentions mediated by brand awareness and brand trust.
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and Its Effectiveness in Terms of Goods & Service Consistency

Goods and Service Consistency
Mean Interpretation
The social media metrics upholds the

quality of goods and services through 4.31 4 Agree
audience sentiment.
Tracking the progress of social media

platform develops perseverance in
4.29 5 Agree
projecting your goods and services with
consistency.
Consistency of quality for goods and

services affects how customers perceive 4.39 2 Agree
your online business.
Having consistency for goods and services

offered may help your online business 4.35 3 Agree
build reputation to customers.
Consistency may exceed customer

satisfaction and give comfort towards your 4.42 1 Agree
goods or service.
In Table 8, it provides detailed information about the effects of social media
metrics to their respected online business. The data shows in the table that
Consistency may exceed customer satisfaction and give comfort towards your
goods or services which refer to Rank 1 with a weighted average mean of (4.42). It
means that dealing with your customer with consistency helps a business when
we talk about satisfying their expectations. On the other hand, CSCHEAFER

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(2018) stated that Consistency is important in order for the business to succeed. It
also increases trust in the business or brand itself with the provision of good
quality and consistent product/service.
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and Its Effectiveness in Terms of Customer's Loyalty

Customer’s Loyalty
Mean Interpretation
Customers who remain loyal to your brand

are vital to your business success.
Whether your business is small or large, 4.40 2 Agree
achieving customer loyalty should be a top
priority.
Customers are more likely to come back if

the product they purchased satisfied their 4.30 5 Agree
needs
To earn customer loyalty, your business

4.37 3 Agree
must be customer-oriented
Good social media management will give

4.35 4 Agree
a significant effect on customer loyalty
Social media engagements have a

4.41 1 Agree
positive influence on customer loyalty
In Table 9, The respondents agreed that “Social media engagements have
a positive influence on customer loyalty” the statement obtained a weighted mean
of 4.41 followed by “Customers who remain loyal to your brand are vital to your
business success. Whether your business is small or large, achieving customer
loyalty should be a top priority.” With a weighted mean of 4.40. The statement
“Customers are more likely to come back if the product they purchased satisfied
their needs” got the lowest weighted mean of 4.30.
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In research from (Kim & Drumwright, 2016) Social media marketing is now
the most popular and successful marketing and communication technique.
Businesses use social media strategies to attract new customers and keep
existing ones loyal to the brand.
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Table 10. Respondents’ Assessment on the Social Media Metrics:
Application and Its Effectiveness in Terms of Branding

Branding
Mean Interpretation
As an online seller, being active, engaging

and trending in social media affects the 4.389 1 Agree
brand of your business.
Using or having sponsored ads on social

4.31 5 Agree
media helps the brand’s popularity.
Posting on different platforms of social

media affects and boost the brand’s 4.37 3 Agree
identity.
Replying to feedback or reviews helps in

generating the trust of your consumer to 4.35 4 Agree
the brand.
The number of shares likes and comments

on different social media platforms will
4.387 2 Agree
help to encourage other people to
purchase your product/brand.
In table 10, It determined the most effective way of promoting the online
business owners' brand. Data shows that most of the respondents agreed on As
an online seller, being active, engaging and trending in social media affects the
brand of your business. which obtained the highest weighted mean of 4.389. It is
evident that online business owners gain brand popularity through social media
online engagement and following the trends. (Aque, A. J. A., Madronero, I. M., et
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a.. 2021) Analyzes the efficiency of online digital marketing in relation to the
financial security of online merchants as a tactical instrument for creating brand
resilience. Alongside, they also determine the elements of online merchants'
businesses that will result in the success of high-quality goods. Furthermore, It has
also been discovered that among markers of online sellers' attention and pleasure
are two predictors of online marketing. The results demonstrate a high degree of
online sellers between digital marketing. The findings have important industrial
implications for marketers and consumers, enabling them to create efficient
marketing strategies to keep an ideal pricing power
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CHAPTER VI
SUMMARY, FINDINGS, CONCLUSION & RECOMMENDATIONS
This chapter contains of the summary of the study, findings on the data
gathered, conclusion from the findings and recommendations of the researchers
constructed on the conclusions obtained.
Summary
The study was conducted to assess the Social Media Metrics: Application
and Its Effectiveness. The researcher utilized the descriptive method of research
and used questionnaires to gather data. The researchers distributed 377 survey
questionnaires to online business owners. The researcher analyzed and
interpreted the collected data with the help of a professional statistician and
responded to the questions raised. The study's findings, conclusions, and
recommendations were obtained using statistical tools such as frequency and
percentage distributions, ranking, weighted mean, and analysis of variance.
Findings
Based on the data and information gathered, the following were identified:
1. The study revealed that 60.477% aged 21 to 26 Years Old, 24.138% aged
27 to 32 Years Old, and 2.653 aged 39 to 44 Years Old; 53.581% were
female, 37.666% were male and 0.265 were queer; 75.597% were single,
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22.546% were married, 1.061% were separated and 0.531% were
widowed; 48.541% were respondents who finished a bachelor’s degree,
33.952% were college undergraduate, and 0.265% were respondents who
have doctorate degree; 39.257% were respondents who are 1 to 2 years in
business, 29.178% were respondents who are Less than a year in business
and 1.592% were respondents who are 7 years to less than 9 years in
business.
2. The respondents' assessment of the Social Media Metrics: Application and
Its Effectiveness in Terms of Sales or Income, “The involvement of social
media metrics creates progress in all aspects of the business including the
sales” received a weighted mean of 4.36. “Social media metrics provide in-
depth understanding about quality management over the business”
received a weighted mean of 4.35. “Engagement rate and Audience rate
helps a business to be profitable with the help of social media metrics” and
“Increase of reach with the use of social media plays a vital role for every
online business.” received a weighted mean of 4.33. “Having relevance
towards social media increase sales and profits” received a lowest weighted
mean of 4.29
Its Effectiveness in Terms of Marketing, “Online business grows bigger with
social media marketing.” and “Knowing the application of social media
metrics gives new ideas for marketing strategy.” received the highest
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weighted mean of 4.38. “Communicating with customer through social
media marketing helps boost the business.” and “Social media metrics
provide marketers with information on how customers respond to their
campaigns and messages.” received a weighted mean of 4.34. “Effective
use of social media metrics improves marketing tactics.” received the
lowest weighted mean of 4.24
Its Effectiveness in Terms of Good and Services Consistency, “Effective
use of social media metrics improves marketing tactics.” Received the
highest weighted mean of 4.42. “Consistency of quality for goods and
services affects how customers perceive your online business” received a
weighted mean of 4.39. “Having consistency for goods and services offered
may help your online business build reputation to customers.” received a
weighted mean of 4.35. “The social media metrics upholds the quality of
goods and services through audience sentiment.” received a weighted
mean of 4.31. “Tracking the progress of social media platform develops
perseverance in projecting your goods and services with consistency.”
received the lowest weighted mean of 4.29
Its Effectiveness in Terms of Customer's Loyalty, “Social media
engagements have a positive influence on customer loyalty” received the
highest weighted mean of 4.41. “Customers who remain loyal to your brand
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are vital to your business success. Whether your business is small or large,
achieving customer loyalty should be a top priority.” Received a weighted
mean of 4.40. “To earn customer loyalty, your business must be customer-
oriented” received a weighted mean of 4.37. “Good social media
management will give a significant effect on customer loyalty” received a
weighted mean of 4.35. “Customers are more likely to come back if the
product they purchased satisfied their needs” received a lowest weighted
mean of 4.30.
Its Effectiveness in Terms of Branding, “As an online seller, being active,
engaging and trending in social media affects the brand of your business.”
received the highest weighted mean of 4.389. “The number of shares likes
and comments on different social media platforms will help to encourage
other people to purchase your product/brand.” received a weighted mean of
4.387. “Posting on different platforms of social media affects and boost the
brand’s identity.” received a weighted mean of 4.37. “Replying to feedback
or reviews helps in generating the trust of your consumer to the brand.”
Received a weighted mean of 4.35. “Using or having sponsored ads on
social media helps the brand’s popularity.” received the lowest a weighted
mean of 4.31
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Conclusion
In this chapter, the researchers were now going to conclude the final findings
for all the gathered data. The conclusions lead to the following generalizations:
1. The respondents are owners of internet businesses that sell their goods on
various social media platforms. The majority of our responders were
between the demographic ranges of 21 to 26 years old. Additionally, the
information acquired indicates that most of our responders were female.
The majority of respondents were single when it comes to civil status. The
large percentages of our respondents were college undergrad when it
comes to educational attainment. Finally, most of our respondents had
been in business for one to two years at this point.
2. The respondents said that they "agreed" when asked whether social media
metrics contribute to improvement in all aspects of the business, including
sales. When asked whether social media marketing helps internet
businesses grow, the respondents "agreed." When questioned about
consistency that might go beyond customer’s satisfaction and give comfort
towards your goods or service, the majority of the respondents agreed.
Most of the respondents "agreed" when asked whether social media
engagements have an impact on consumer loyalty. The respondents
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"agreed" that being active, engaging, and trending on social media has an
impact on your brand image as an online seller.
3. In conclusion, there is no significant difference when it comes to age,
gender, and civil status in the level of agreement of respondents. Thus,
there is a significant difference in educational attainment in level of
agreement of respondents.
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Recommendation
Based on the foregoing conclusion, the researchers offer the following
recommendations
1. Based on the data gathered, the respondents agreed the least that having
relevance towards social media increase sales and profit with a weighted
mean of 4.29. In a study written by Mason et al. (2021), the research
revealed that customers are using social media more frequently as a
resource for product identification, information gathering, product
evaluation, and product purchasing. Their data show how crucial social
media marketing has become since the COVID 19 outbreak started.
Considering that the COVID 19 pandemic is a worldwide occurrence, the
results probably apply to a wide range of countries. The researchers would
like to recommend that online business owner should keep up with the
online trends especially that the internet or social media has a fast phase
when it comes to trends. In this way, they are not just being a resource but
also an end process by the customer to proceed with their purchase.
2. Based on the data gathered, the respondents agreed the least that Effective
use of social media metrics improves marketing tactics with a weighted
mean of 4.24. As stated by Baker (2022) Social media marketing is all
about meeting your target audience and customers where they are and as
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they socially interact with each other and your brand. The researchers
would like to recommend building a community for the audience and hold
live sessions. According to Geyser (2022) One of the best ways of
engaging with your audience is to create a clear community for them. This
will give your brand a humanistic approach. Engage with them, ask them
questions to understand their views on different matters. Making posts
interactive and engaging for the audience. Online business owners may
consider including quizzes and questions to gather feedback from your
followers.
3. The table shows that tracking the progress of social media platform
develops perseverance in projecting your goods and services with
consistency ranked last that has weighted mean of 4.29 which means that
keeping an eye on the progress in social media will help a business to
succeed. On the other hand, attracting new customers is the most
challenging part inside the business and one thing for sure that will make
your customer go back is to satisfy and provide quality of goods and
services consistently as stated by Rath (2020). Consumer satisfaction can
be achieved when you build trust and consistency that you offer to the
market. The researcher would like to recommend having an additional
manpower for tracking social media in different aspects such as: Marketing,
Advertisements, Commercials, Facebook page, Instagram, Twitter, etc. to
focus mainly on consumer's review and on what to improve. It is for the
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business to drastically change into having consistent performance in order
to attract more consumers. The business should not only track on what to
improve but also to create a concrete plan in order to execute with ease.
Customers are more likely to come back if the product they purchased
satisfied their needs
4. Based on the data gathered, the respondents agreed the least that
customers are more likely to come back if the product they purchased
satisfied their needs with a weighted mean of 4.30. In research from
Relander (2015), When social media marketing first appeared on the scene,
it was primarily viewed as a means of increasing brand exposure. Social
media is far more powerful and can be used to build customer loyalty. The
researchers would like to recommend Customer Loyalty Programs on social
media. As stated by Peacock (2021), Loyalty programs have proven to be
one of the most effective strategies for increasing revenue and developing
customer loyalty. 84% of consumers say they are more likely to stick with a
brand that has a loyalty program. Furthermore, 66% of customers say the
ability to earn rewards influences their spending behavior. With that, the
researchers may consider the point-based loyalty program wherein
customers can earn points that can be redeemed for freebies, cashback,
and other benefits. Customers do not only accumulate points through
purchases. They can also earn points by sharing on social media, leaving
reviews, celebrating a birthday, or engaging in gamification.
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5. Based on the data gathered, using or having sponsored ads on social does
not help the brands popularity for several reasons because not all brands
afford having sponsored ads on social media because some are just start-
up businesses. The researchers would like to recommend trying out TikTok
marketing. TikTok marketing is the process of promoting your brand and its
products or services through TikTok application. Easily build your own
online presence by using short-form video content that engages your
audience and showcases your company's offerings. It can include different
tactics, like influencer marketing, TikTok advertising and creating organic
viral content. As state by Grome (2022) TikTok has become a global
phenomenon, from young kids to adults. The way it allows someone to
grow a following simply by dancing, making funny videos, sharing short
tutorials and more has led it to become one of the fastest-growing social
apps today.
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CHAPTER VII
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CHAPTER VIII
APPENDIX
Survey Questionnaire
This survey is being conducted to evaluate the Social Media Metrics:
Application and Its Effectiveness. Your responses to this questionnaire will be
kept strictly confidential. All information will be used solely for academic purposes.
Company name: ___________________________________________________
Part 1. Profile of the Respondents
Instructions: Please check () in the space provided that corresponds to your
answer.
1.1 Age
________ 21 to 26 Years Old
________ 27 to 32 Years Old
________ 33 to 38 Years Old
________ 39 to 44 Years Old
________ 45 and up Years Old
1.2 Gender
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________ Male
________ Female
________ Lesbian
________ Bisexual
________ Gay
________ Transgender
________ Queer
________ Celibate
1.3 Status
________ Single
________ Married
________ Widowed
________ Separated
1.4 Highest Educational Attainment
________ Bachelor’s Degree
________ Master’s Degree
________ Doctorate Degree
________ Vocational/Special Courses
________ Others
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1.5 Number of Years in Business
________ Less than a year
________ 1 to 2 years
________ 2 years to less than 3 years
________ 10 years and up
Part 2. Respondents’ assessment of Social Media Metrics in terms of the
following aspects
Instructions: Please put () in the box and use the scales below that
corresponds to your answer.
5 = Strongly Agree
4 = Agree
3 = Neither agree nor disagree
2 = Disagree
1 = Strongly Disagree
ASPECT
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2.1 SALES OR INCOME 5 4 3 2 1
2.1.1 The involvement of social media metrics creates
progress in all aspects of the business including the
sales.
2.1.2 Having relevance towards social media increase
sales and profits.
2.1.3 Increase of reach with the use of social media
plays a vital role for every online business.
2.1.4 Engagement rate and Audience rate helps a
business to be profitable with the help of social media
metrics.
2.1.5 Social media metrics provide in-depth
understanding about quality management over the
business.
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ASPECT
2.2 MARKETING 5 4 3 2 1
2.2.1 Knowing the application of social media metrics
gives new ideas for marketing strategy.
2.2.2 Effective use of social media metrics improves
marketing tactics.
2.2.3 Social media metrics provide marketers with
information on how customers respond to their
campaigns and messages.
2.2.4 Communicating with customer through social
media marketing helps boost the business.
2.2.5 Online business grows bigger with social media
marketing.
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ASPECT
2.3 GOODS AND SERVICES CONSISTENCY 5 4 3 2 1
2.3.1 The social media metrics upholds the quality of
goods and services through audience sentiment.
2.3.2 Tracking the progress of social media platform
develops perseverance in projecting your goods and
services with consistency.
2.3.3 Consistency of quality for goods and services
affects how customers perceive your online business.
2.3.4 Having consistency for goods and services
offered may help your online business build reputation
to customers.
2.3.5 Consistency may exceed customer satisfaction
and give comfort towards your goods or service.
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ASPECT
2.4 CUSTOMER’S LOYALTY 5 4 3 2 1
2.4.1 Customers who remain loyal to your brand are
vital to your business success. Whether your business
is small or large, achieving customer loyalty should be a
top priority.
2.4.2 Customers are more likely to come back if the
product they purchased satisfied their needs
2.4.3 To earn customer loyalty, your business must be
customer-oriented
2.4.4 Good social media management will give a
significant effect on customer loyalty
2.4.5 Social media engagements have a positive
influence on customer loyalty
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ASPECT
2.5 BRANDING 5 4 3 2 1
2.5.1 As an online seller, being active, engaging and
trending in social media affects the brand of your
business.
2.5.2 Using or having sponsored ads on social media
helps the brand’s popularity.
2.5.3 Posting on different platforms of social media
affects and boost the brand’s identity.
2.5.4 Replying to feedback or reviews helps in
generating the trust of your consumer to the brand.
2.5.5 The number of shares likes and comments on
different social media platforms will help to encourage
other people to purchase your product/brand.
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Cronbach's Alpha
Cronbach's N of
Indicators Based on Decision
Alpha Items
Standardized Items
Sales or
0.904 0.907 5 Accepted
Income
Marketing 0.916 0.925 5 Accepted
Goods and Accepted

Services 0.920 0.935 5
Consistency
Customers Accepted
0.946 0.951 5
Loyalty
Branding 0.965 0.968 5 Accepted
Reliability Test Results
Cronbach alpha must be > than 0.750
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Frequencies for Age

Age
y t Percent Percent
21 to 26 Years Old 228 60.477 60.477 60.477
27 to 32 Years Old 91 24.138 24.138 84.615
33 to 38 Years Old 26 6.897 6.897 91.512
39 to 44 Years Old 10 2.653 2.653 94.164
45 and up Years
22 5.836 5.836 100.000
Old
Missing 0 0.000
Total 377 100.000
Frequencies for Gender

Percen
t
Bisexual 17 4.509 4.509 4.509
Female 202 53.581 53.581 58.090
Gay 9 2.387 2.387 60.477
Lesbian 4 1.061 1.061 61.538
Male 142 37.666 37.666 99.204
Queer 1 0.265 0.265 99.469
Transgende
2 0.531 0.531 100.000
r
Missing 0 0.000
Total 377 100.000
Frequencies for Civil

Frequenc Valid
y Percent
Married 85 22.546 22.546 22.546
Separate
4 1.061 1.061 23.607
d
Single 286 75.597 75.597 99.204
Widowed 2 0.531 0.531 100.000
Missing 0 0.000
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Frequencies for Civil

Frequenc Valid
y Percent
Total 377 100.000
Frequencies for Education

Education
y t Percent Percent
Others 17 4.509 4.509 4.509
Bachelor’s Degree 166 44.032 44.032 48.541
College Undergrad 128 33.952 33.952 82.493
Doctorate Degree 1 0.265 0.265 82.759
Master’s Degree 15 3.979 3.979 86.737
Senior/High School 42 11.141 11.141 97.878
Vocational/Special
8 2.122 2.122 100.000
Courses
Missing 0 0.000
Total 377 100.000
Frequencies for Years

Percen Valid Cumulative
Years Frequency
t Percent Percent
1 to 2 years 148 39.257 39.257 39.257
10 years and up 18 4.775 4.775 44.032
74 19.629 19.629 63.660
years
19 5.040 5.040 68.700
years
6 1.592 1.592 70.292
years
Less than a year 110 29.178 29.178 99.469
Less than a year, 1 to 2
2 0.531 0.531 100.000
years
Missing 0 0.000
Total 377 100.000
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3.1 Sales or Income

Sales or Income Mean Interpretatio
n
The involvement of social media metrics

creates progress in all aspects of the 4.36 1 Agree
business including the sales.
Having relevance towards social media

4.29 5 Agree
increase sales and profits
Increase of reach with the use of social

media plays a vital role for every online 4.33 3.5 Agree
business
Engagement rate and Audience rate helps

a business to be profitable with the help of 4.33 3.5 Agree
social media metrics
Social media metrics provide in-depth

understanding about quality management 4.35 2 Agree
over the business
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Marketing Mean Interpretatio
n
Knowing the application of social media

metrics gives new ideas for marketing 4.38 2 Agree
strategy.
Effective use of social media metrics

4.24 5 Agree
improves marketing tactics.
Social media metrics provide marketers

with information on how customers
4.34 3.5 Agree
respond to their campaigns and
messages.
Communicating with customer through

social media marketing helps boost the 4.34 3.5 Agree
business.
Online business grows bigger with social

4.38 1 Agree
media marketing.
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Goods and Service Consistency Mean Interpretatio
n
The social media metrics upholds the

quality of goods and services through 4.31 4 Agree
audience sentiment.
Tracking the progress of social media

platform develops perseverance in
4.29 5 Agree
projecting your goods and services with
consistency.
Consistency of quality for goods and

services affects how customers perceive 4.39 2 Agree
your online business.
Having consistency for goods and services

offered may help your online business 4.35 3 Agree
build reputation to customers.
Consistency may exceed customer

satisfaction and give comfort towards your 4.42 1 Agree
goods or service.
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Customer’s Loyalty Mean Interpretatio
n
Customers who remain loyal to your brand

are vital to your business success.
Whether your business is small or large, 4.40 2 Agree
achieving customer loyalty should be a top
priority.
Customers are more likely to come back if

the product they purchased satisfied their 4.30 5 Agree
needs
To earn customer loyalty, your business

4.37 3 Agree
must be customer-oriented
Good social media management will give

4.35 4 Agree
a significant effect on customer loyalty
Social media engagements have a

4.41 1 Agree
positive influence on customer loyalty
Branding Weighted Rank Verbal

Mean Interpretatio
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As an online seller, being active, engaging

and trending in social media affects the 4.389 1 Agree
brand of your business.
Using or having sponsored ads on social

4.31 5 Agree
media helps the brand’s popularity.
Posting on different platforms of social

media affects and boost the brand’s 4.37 3 Agree
identity.
Replying to feedback or reviews helps in

generating the trust of your consumer to 4.35 4 Agree
the brand.
The number of shares likes and comments

on different social media platforms will
4.387 2 Agree
help to encourage other people to
purchase your product/brand.
120
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NATIONAL UNIVERSITY

551 MF Jhocson Street, Sampaloc, Manila 1008

SOCIAL MEDIA METRICS: APPLICATION AND ITS EFFECTIVENESS

A Research Paper Presented to

The Faculty of College of Business and Administration

In Partial Fulfillment of the Final Requirements for the course

Ardiente, Joriz Patrick E.

Argamosa, Ma. Jesudel

Buemia, Mickaella Genn B.

Camanyang, Ricel Mhae

Title Page ............................................................................................................. 1

Table of Contents ................................................................................................. 2

Chapter I. Background of the Study...................................................................... 4

Statement of the Problem..................................................................................... 7

Objectives of the Study......................................................................................... 9

Significance of the Study ......................................................................................10

Scope and Limitations ..........................................................................................12

Chapter II. Review of Related Literature .............................................................. 14

Chapter III. Framework of the Study .....................................................................

Theoretical Framework .........................................................................................

Conceptual Framework ........................................................................................ 44

Chapter IV. Methodology ......................................................................................

Research Locale .................................................................................................. 47

Research Design .................................................................................................. 47

Population Sampling or Respondents of the Study .............................................. 48

Data Gathering Procedures ..................................................................................

Research Instrument ............................................................................................ 52

Statistical Treatment of Data ................................................................................ 53

Chapter V. Data Analysis and Interpretation ………………………………………...57

Table 1. Frequency and Percent Distribution of the Respondents by Age………. 57

Table 2. Frequency and Percent Distribution of the Respondents by Gender……58

Table 3. Frequency and Percent Distribution of the Respondents by Status……59

Table 4. Frequency and Percent Distribution of the Respondents by Highest

Table 5. Frequency and Percent Distribution of the Respondents by Number of

Table 6. Respondents’ Assessment on the Social Media Metrics: Application and

Table 7. Respondents’ Assessment on the Social Media Metrics: Application and

Table 8. Respondents’ Assessment on the Social Media Metrics: Application and

Table 9 Respondents’ Assessment on the Social Media Metrics: Application and

Chapter VI. Summary, Findings, Conclusion & Recommendations……………….72

Chapter VII. Bibliography……………………………………………………………….80

Chapter VIII. Appendix………………………………………………………………….95

BACKGROUND OF THE STUDY

In the study of Lindsay Flanagan, the information known as social media

company's revenue. The measures make it possible to evaluate how well a

researchers seek to achieve the objectives of letting online business owners be

conceptual framework, the researchers gathered data that corresponds to the

online business owner and future researchers.

In reference to Horwitz (2015), marketers frequently utilize social media

brand, product, or company-related subject is being regarded. With the aid of

known as social media metrics.

This study would investigate identifying the important influence on the

affects respondents in a significant way. In addition to measuring the online

business owner's awareness, understanding the process, incorporating new

strategic business decisions, enhancing expertise, and identifying characteristics

Statement of the Problem

Current marketing trends involve internet platforms such as Facebook,

online business achieve financial, marketing, branding, and consumer confidence

collection becomes more complicated. As stated by Newberry C. The sixteen most

This study sought to answer the following:

1. What are the demographic profile of respondents in terms of:

1.4 Highest Educational Attainment

1.5 Number of Years in Business

the following aspects:

3.1 Sales or Income