i

DETERMINANTS OF CONTENT MARKETING EFFECTIVENESS:AN

EMPIRICAL FINDING FROM COLLEGE STUDENTS IN
HOLY CROSS COLLEGE, STA. ROSA, N.E., INC

An Undergraduate Research
Presented to the Faculty of
Business Administration Program
Holy Cross College, Sta. Rosa, N.E., Inc.
Santa Rosa, Nueva Ecija

In Partial Fulfillment
of the Requirements for the Subject
Marketing Research

Mark David Ampuan

Michaella G. Canguinnguin
Jaira A. Dy
Abigail S. Lacanlalay
Lena Marie F. Martin

June, 2023
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APPROVAL SHEET

This undergradruate research entitled Determinants of Content Marketing

Effectiveness: An Empirical finding from College Students at Holy Cross College

Sta. Rosa, N.E., Inc., prepared and submitted by Mark David Ampuan, Michaella

Canguinguin, Abigail Lacanlalay, Jaira Dy, and Lena Marie Martin in partial

fulfillment of the requirements for the subject in Business Marketing research is here

by recommended for approval and acceptance.

June 7, 2023 ANN JELLIE B. AQUINO, MBA

Date Adviser

Approved in partial fulfillment of the requirements for the subject of Business

research by the Defense and Advisory Panel.

RANILO S. CASTILLO II, LPT, MBA

Chair, Defense Panel

MELANIE M. ADAN, MBA GEMMALYN N. JULIANO, LPT, MBA

Member, Defense Panel Member, Defense Panel

ENGR. JOHN VINCENT L. SANTOS, MP, MEND MELODY E. LOPEZ, LPT

Statistician English Critic

Accepted in partial fulfillment of the requirements for the subject in Business Research

June 7, 2023 ALMARIO B. GARCIA, PhD

Date Dean, College Department
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ABSTRACT

Title of the Research: DETERMINANTS OF CONTENT MARKETING

EFFECTIVENESS: AN EMPIRICAL FINDINGS FROM COLLEGE STUDENTS

IN HOLY CROSS COLLEGE STA. ROSA, N.E., INC.

Authors: Mark David Ampuan

Michaella Canguinguin

Jaira A. Dy

Abigail Lacanlalay

Lena Marie F. Martin

Degree: Bachelor of Science in Business Administration Major in Marketing

Management

Date of Completion: May 2023

The main aim of the study was to discover the effectiveness of content marketing

using the gathered data from the factors that influence the college students at Holy Cross

Colleges Sta. Rosa, N.E., Inc. The study followed a quantitative research design. In

gathering the data needed, the researchers used a self-made survey questionnaire by

collecting the information from the respondents. There were total of 332 students who

had been able to answer the survey questionnair in collecting specific data in accordance

with study.

The study found out that content marketing gave flexible time to the consumers,

while the visual image (photo or video) of content marketing can affect the buying

decision of the consumers. Since a lot of consumers much prefer content that has an

informative video and photo and has explanations and solutions to the problem, content
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creators should support the products with images, video etc. when doing content

marketing.

Keyword: Content Marketing, Lifestyle, Purchase Decision, Content Preference,

effectiveness of content marketing.

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ACKNOWLEDGEMENT

The researchers would like to extend their gratitude to everyone who helped

them to accomplish this research paper with the essential advice, efforts, time, and

support. They were appreciated for their contribution to the accomplishment of the

research study.

To Al John P. Marcelino, CFPP, MBA, the researchers’ professor, for his time,

effort, and profound support to the researchers. The researchers were beyond thankful

for being their research professor and mentor;

To Ann Jellie G. Beley, MBA, the researchers’ adviser, for imparting her

expertise in the field of research study and for encouraging the researchers to

complete and accomplish their studies. The researchers were beyond grateful;

To Engr. John Vincent L. Santos, the researchers’ Statistician, for sharing his

knowledge, the participation and support was highly valued;

To Melody E. Lopez, LPT, for being their English critic and for giving her time

and effort in checking the researchers’ paper, questionnaire, and letters;

To Dr. Raquel T. Sta. Ines, the Managing Director & Vice President of Admin

of Finance, the researchers were extending their gratitude for allowing them to

conduct their study;

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To their Parents, Friends, and Classmates, the researchers were grateful for their

support, patience, unconditional love, and unwavering motivation. The researchers were

grateful for their contribution to the success of the study;and

Lastly, to Almighty God, the highest glory and success were yours. For the strength,

wisdom, knowledge, patience and understanding contributed to the researchers’ will and

desire to accomplish this study.

Researchers
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DEDICATION

This research paper was sincerely dedicated to the people who encouraged and

inspired the researchers in conducting this study. The researchers were thankful for

their suggestion and encouragement. Allowing the researchers to get the necessary

information they need to make this research possible. Above all, to the Almighty God,

who showed his love, patience, and blessing to complete this work.

- The Researchers
 TABLE OF CONTENTS
Title Page. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .i

Approva Sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .ii

Abstrac . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .iii

Acknowledgement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . v

Dedication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .vi

Table of Contents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .vii

List of Figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . viii

List of Tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix

CHAPTER I: THE PROBLEM AND IT’S SETTING

Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Review of Related Studies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Conceptual Framework. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Statement of the Problem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Scope, and Delimitation of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

Significance of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

Definition of Terms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

CHAPTER II: RESEARCH METHODOLOGY

Research Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Research Locale. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . 16
Sample & Sampling Procedures. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Data Gathering Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Data Gathering Instrument. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Data Analysis Techniques. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Ethical Consideration. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21

CHAPTER III: RESULTS AND DISCUSSION

Profile of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Effects of Content Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25

Factors influence the lifestyle of consumer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25

Factor encourage consumer's purchase decision . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Content customer preference in content marketing . . . . . . . . . . . . . . . . . . . . . . . . 28

Proposed Improvements on Content Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .29

CHAPTER IV: SUMMARY, CONCLUSION AND RECOMMENDATION

Summary of Findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . .31

Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Recommendations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

References . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37

Appendices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Letters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Research Instruments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Curriculum Vitae . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .47

 LIST OF FIGURES

Figure No. Title Page No.

1 Research Paradigm 9

2 Locale of the Study 15

 LIST OF TABLES

Table No. Title Page No.

Table 1 Distribution of Respondents 16

Table 2 Rating Scale for Content Marketing Effects 19

Table 3 Rating Scale for Proposed Recommendation 19

Table 4 Gender 21

Table 5 Courses 21

Table 6 Year Level 22

Table 7 Lifestyle of Consumers 23

Table 8 Encourage Consumer’s Purchase Decision 24

Table 9 Preference in Content Marketing 25

Table 10 Proposed Improvement on Content Marketing 26

 CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

In today’s world, new media was rapidly developing due to information technology

while the traditional media was losing its impact on consumers. As the traditional content

creation and dissemination model has converted dramatically, the content-focused social

media communication strategy helped companies strengthen customer relationships and

build their brand reputation. With the advantage of low cost and convenience, social media

content marketing has become a replaceable tool for global brand overseas marketing.

Koiso-Kanttila (2004) stated that the concept of digital content marketing or the

marketing of products in which both the entity and the delivery of the products were

digital; such digital content was an increasingly important part of the commercial

landscape. Content marketing refers to the creation and distribution of relevant and

valuable brand-related content to current and/or prospective customers, and other target

groups via digital platforms or print media to drive strategic business objectives.

Content marketing was an online promotional activity where content creators use

technology and social media platforms to attract the audience to become a customer. Using

content marketing, it was easy for the company or businesses to inform and communicate

with the customers, even in different locations and a thousand miles away from each other.
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According to Pulizzi (2016), content marketing was all about providing benefits to

consumers. There were tangible and intangible benefits to a company which uses content

marketing. Intangible benefits include increasing brand awareness, respect, and esteem in

the industry, gaining new customers, and more team coordination.

Content marketing gave benefits to content creators, future audiences, and

consumers. On the past years, people did not allow to go out and stay at home for almost

weeks, months, and years. People cannot buy what they need and want, lots of businesses

close due to bankruptcy because no one buys from them, and some businesses who want to

survive find a way to reach their customers. Because of this, content marketing and/or

online marketing started where entrepreneurs and content creators share different content

and find different strategies to be beneficial to both entities.

Patel (2015) said the tangible benefits of content marketing (CM) were increased in

site traffic, improved Search Engine Optimization (SEO) and direct customer conversion.

SEO, otherwise known as Search Engine Optimization, was strongly impacted by Content

Marketing.

Online and content marketing was not so popular before. People always go out to

shop for what they need and want. Content marketing also changes an individual’s lifestyle

and buying behavior. In the past, people relied on traditional marketing to get information

about the things they want to buy, but now, content marketing has become a new source of

information.

Ganguly (2015), he postulated that Content Marketing (CM) was the new sources

of information where individuals encounter thousands of commercials daily, most of

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which came from social networking sites. According to Gottfried and Shearer (2016),

social media use has become habitual among some age groups especially among millennial

and younger generations.

Millennials were more engaged in social media platforms like Facebook, TikTok

and Instagram. In just one click, they can now be able to browse everywhere, shop

everywhere and get the information they need.

Yodel (2017) identified influence marketing refers to a form of marketing where

marketers and brands invest in selected influencers to create and/or promote their brand to

the influencers’ followers and to the brands’ target consumers. Businesses or business

owners collaborate with individuals who were popular in social media or known as social

media influencers to promote their product and services.

Content creator was sometimes an ordinary person building their own image in the

business industry. Sometimes they were celebrities who sponsored by some businesses to

advertise their product. With the help of social media, business owners can know where

they should promote their products or services. Content creators have a different way to

create content, different unique ideas to stand out over other creators that have the same

theme of content, especially if it was a celebrity.

Talavera (2015) stated that influence-produced branded content was considered to

have more organic, authentic, and direct contact with potential consumers than

brand-generated ads. Content marketing was created by content creators using specific

content that was related to their followers and has the same characteristics and wants.
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Bill Gates, the founder of Microsoft, also asserted about content marketing and he

said, “content is king” to describe the future of the internet as a marketplace for content.

Today’s generation, Bill Gate’s quote became popular as businesses start and focus on

creating content as one of their marketing strategies. The popularity of social media sites

gave ways to content creators to be more effective and this served as their business strategy

with low-cost investment.

Pulizzi (2014) defined content marketing as a strategic marketing approach focused

on creating and distributing valuable, relevant, and consistent content to attract and retain

audiences.

Content marketing was a marketing strategy used to attract, engage, and retain

audiences by creating and sharing relevant articles, videos, podcasts, and other media.

Because of technological advancement, content marketing gave changes to the marketing

industry by changing the ways on how to find market, avail the products and services, and

affect the lifestyle of the consumers by influencing them.

Content marketing has different types of content. It can be informative, persuasive,

unique, quality, and educational content. Informative content was about to inform a

consumer about the product. Persuasive content was about to persuade the audiences and

become consumers to avail themselves of the products and services. Having unique content

can highly attract a pool of possible customers because consumers want a unique one to

boost their eagerness to purchase. Quality content was like unique content, it showed what

an audience wants to see, and it helped to gain the trust of audiences. Lastly, education
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content was content that wanted to educate the audiences by giving them an explanation

and tutorial video.

These contents were always seen on different platforms by different people. If a

creator wanted to stand out their content, they should know what kind of content can attract

an audience or customer to purchase, what promotional activity encourage consumers’

willingness to buy, and what were those content or how content influences a consumers’

lifestyle. Knowing what encourages a consumer’s willingness to buy, how it affects the

lifestyle of consumer may help content creators to create an effective content marketing

strategy.
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Review of Related Literature

This chapter presented the related literature after the thorough and in-depth

research done by the researchers. This also presented the effectiveness of content

marketing.

Content Marketing

Steimle (2014) defined Content Marketing Institute as an online resource for

information about all things content marketing related. Content marketing was a

marketing technique of creating and distributing valuable, relevant, and consistent

content to attract and acquire a clearly defined audience. In today’s world, content

marketing can be considered as one of the most effective forms of marketing strategy or

technique to promote products and services. Using content marketing, businesses can

attract and acquire a pool of customers in just one click.

Content marketing changes the way consumers and/or audiences acquire

information about the product. Because of technological advancement, consumers can get

the information they need by using the internet and different social media platforms.

Hurley Hall (April 2022) said, content marketing was the intentional creation and

curation of content with the goal of both attracting new prospects and nurturing them into

leads. It included any form of messaging that businesses can use to attract, educate,

inform, persuade, and inspire the prospect to move them closer in becoming a customer.

Content marketing requires a creative mind to create content that will catch the attention

of the viewers and/or audiences. Content can be done in different forms for different

people and those types of content has an objective to attract new audiences and

consumers, earn profit, and influence other people. Because of the increasing trend in
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society, the researchers encountered a thousand different content marketing in social

media that were used as marketing tools to attract customers to purchase a product.

Content marketing was one of the power tools that use to advertise products and services

where content creator uses different type of contents like informative content, persuasive

content, unique content, quality content, and educational content to get the attention of

the possible customers. Content creators should predict what kind of content was most

effective.

Informative Content

Researchers Boisvert and Caron (2006) and Gagnon (2014) understand

informative content as an opportunity to persuade and engage consumers. Content

informed potential customers about the company’s knowledge, skills, and processes that

were used to create products and services. Informative content gave information about

the products and services. This gave information that can help customers about the

products, prices, promotions, benefits, and even the locations of the store. It educated

their audiences and showcases business expertise. The long-term goal was for people to

see businesses as an authority in their field.

Persuasive Content

According to Caitie (2022), persuasive content was any type of content that

compels an audience to believe something to act. Neil Patel (2022) said, the foundation of

content marketing was simply high-quality content and storytelling. Persuasion content

was done to persuade an audience or viewer to purchase or patronize the products and

services. It can be done by highlighting the best part of goods, services, and/or places.

Content creators created content that was usually part of their life, their story, their
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lifestyle, the food they eat, the clothes they wear, the place where they travel, and their

knowledge and skill. Their content was shared on different social media platforms to

attract and influence followers and other people. This may affect a person’s buying

behavior and lifestyle.

Unique Content

According to E. Gagnon (2014), unique content could be foreseen as a positioning

tool of the company to become a unique and desirable market participant in comparison

to its competitors. Unique content not only draws the attention of consumers, but also

spreads the word of mouth about the company’s unique skills. The new generation was

more engaged in social media, where they see different content every day and find that

content was all similar. Because of this, content creators should find something unique to

stand out their content from other influencer’s content to catch the attention of viewers.

Quality Content

Gagnon (2014) stated quality content was addressed to the needs of potential

customers and showed them how the proposed product by a certain company can help in

solving customers’ problems. Content should have what an audience expected to see. It

must be readable, engaging, consistent, and can attract an audience. High quality content

was useful and engaging for the intended audience. This content provides followers with

something they need and want.

Educational Content

Michaels (2018) said, educational content was often created to stand on its own,

but it can certainly be entertaining, informational, inspiring, and engaging. Content that

educates was not limited to manuals and textbooks, but it also includes tutorials, how-to
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guides, recipes, product reviews, and step-by-step videos. Educational content was

powerful because it helped the audiences. The audience usually searched for an

explanation and solution to the problem and educational content was the answer for that

problem. People can learn something new in educational content because it gives content

that has a step-by-step tutorial video or information that can be used as a guide to make

the product and/or finish the output.

Impacts of Content Marketing

As claimed by Yeng (2019), short video content that was informative and

emotional can impact the consumer’s buying decision process. Thus, it indicated that

content marketing has a direct positive correlation with consumer buying decisions.

According to Junejo (2020), consumer buying decisions largely involved in website

content such as specification of the products and overall web page layout design.

Therefore, website content demonstrated a significant positive relationship on consumer

buying decision.

Content marketing impacts affects the way consumers avail themselves of

products and services. Content marketing can change the lifestyle of the consumers by

influencing them in different kinds of contents. Some of the audiences or consumers

patronize the product that affects their buying behavior, psychological factor and mostly

their lifestyle.

Content Marketing as Strategy

Patel (2022) defined content marketing as a long-term strategy that focuses on

building a strong relationship with their target audience by giving them high-quality

content that was relevant and delivering it consistently. Also, tailoring the content
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depending on what stage of the buying journey your customer already has. Content

marketing was a cost effective and sustainable marketing method because it helped

audiences to answer their questions and build their trust about the products and services

by showing them relevant information. Since content marketing was cost effective, it can

be considered as a long-term strategy for businesses to highly promote their products and

services to earn profit.

Liu and Huang (2015) said, content marketing was considered as pull marketing

strategy rather than pushing where it creates content that can add more value to what a

consumer was searching for. There were many types of content, some of them were foods,

services, places, materials, and other products. These types of content were done with the

objective of earning, attracting, and gaining new customers by showing them the products

and services and highlighting the best part and benefits of it to the customers.

Content marketing was sharing valuable and relevant content that was posted or

shared through different socials media platforms like Facebook, YouTube, TikTok,

Instagram, and Twitter. Content marketing was considered as one of the most effective

marketing strategies or tools that were used to introduce a product because with just one

click, businesses can already promote a product and find a pool of possible customers.
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Conceptual Framework

INPUT PROCESS OUTPUT

Demographic Profile of the
Respondents: Descriptive Research Design Effectiveness of Content
Survey Questionnaire Marketing to College
⚫ Sex; Stratified Sampling Students at Holy Cross
Statistical Tools College Sta. Rosa, N.E., Inc.
⚫ Course; and
⚫ Frequency and
⚫ Year Level Percentage
⚫ Weighted Mean
Content Marketing Effects
⚫ Lifestyle of onsumers
⚫ Consumer's purchase
decision; and
⚫ Customer preference
Proposed or Recommended
Improvements for the
Effectiveness of Content
Marketing

Figure 1. Research Paradigm

The research paradigm showed the input, process, and output structure of the

study. The input consisted of the demographic profile of the respondents in terms of; sex,

courses, and year level; how content marketing affects the Holy Cross College students in

terms of; factors influence the lifestyle of consumer; factors encourage consumer’s

purchase decision; and content customer preference in content marketing. The process

that was used to study was the Quantitative Method, Survey Questionnaire, Stratified
 12

Sampling and Statistical Tool. Lastly, the output was to determine the effectiveness of

Content Marketing to college students at Holy Cross College Sta. Rosa, N.E., Inc.

Statement of the Problem

This study aimed to determine the determinants of content marketing effectiveness

at Holy Cross College Sta. Rosa, N.E., Inc.

Specifically, this study sought to answer the following questions:

1. How may the demographic profile of the respondents be described in terms of:

1.1 Sex;

1.2 Course; and

1.3 Year Level?

2. How content marketing affects the Holy Cross College students in terms of;

2.1 Lifestyle of consumer;

2.2 Consumer's purchase decision; and

2.3 Customer preference ?

3. What measures may be proposed or recommended in improving the effectiveness of

content marketing?
 13

Scope and Delimitation of the Study

Due to the limited time constraint for the researchers, the scope of the study was

focused only on the determinants of content marketing effectiveness. The limitation was

focused only on the respondents from college students at Holy Cross College Sta. Rosa,

N.E., Inc.

Significance of the Study

The study may be significant and beneficial to the following:

This study may give the content creators an idea on how to create unique,

effective, and valuable content that can attract customers. This may also help them to

provide an idea of how to improve their marketing.

This study may help future entrepreneurs to understand how to create effective

content marketing and what content that is suitable to their businesses can attract a

customer. This may also give them an idea of how to create their own content that may be

useful to their future businesses.

This study may help future content creators to understand and to be aware about

content marketing. They may also get an idea on how to build content that may be

effective to their business as a marketing strategy.

This study may also help consumers to be a voice for them to know what content

they want to see and satisfy them.

This study may also help students to be a source of knowledge for better

understanding about content marketing. This may also give an opportunity to the students

to create their own content and earn money.

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This study may also help the future researchers to be aware and knowledgeable

about the effectiveness of content marketing. This may also help them to be a better

analyst and serve as reference if they study the same topic.

Definition of Terms

For uniform interpretation, the following terms were defined conceptually:

Content is engaging, relevant, relevant reliable, interesting, entertaining, or enlightening

in the form of text, image, video, or audio. (@ Meet The BossTV,2013)

Consumers are people or organizations that purchase products or services. (Market

Business News, 2023)

Content Creators are anyone who makes and publishes digital content. (Lenkert,

2020)

Content Marketing is a marketing technique of creating and distributing valuable,

relevant, and consistent content to attract and acquire a clearly defined audience- with the

objective of driving profitable customer action. (Steimle, 2014)

Determinants are an element that identifies or determines the nature of something and/or

that fixes the conditions and outcome. (Merriam-Webster)

Dissemination is the action or fact of spreading something, especially information,

widely. (Merriam-Webster)

Empirical relying on experience or observation usually without regard for a system and

theory. (Merriam Webster)

Intangible Benefits are subjective benefits that cannot be touched and that are difficult to

quantify or measure. (Wattz and Newton, 2022)

 15

SEO, otherwise known as Search Engine Optimization, is the practice of orienting

your website to rank higher on a Search Engine Results Page (SERP) to receive more

traffic. The aim is typically to rank on the first page of Google results for search terms

that mean the most to your target audience. (Plessis, 2015)

Tangible Benefits are those that are quantifiable and measurable, sometimes called “hard

savings.” (Smith, 2020)

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CHAPTER II

RESEARCH METHODOLOGY

This chapter explained the various methodologies that were used in gathering the

data and analysis which were relevant to the research. The methodologies included were

the research design, research locale, sample & sampling procedure, data gathering

procedures, statistical treatment, and ethical consideration.

Research Design

The researchers used Quantitative Data. According to Surendran (2023),

quantitative data was defined as the value of data in the form of counts or numbers where

each data set has a unique numerical value associated with it. According to McCombes

(2022), descriptive method was used to systematically describe a population, situation, or

phenomenon. A descriptive research design can use a wide variety of research methods to

investigate one or more variables. A descriptive research design was used to describe the

effects of content marketing among the college students at Holy Cross College Sta. Rosa,

N.E., Inc.

Research Locale

The research was conducted at Holy Cross College Sta. Rosa, N.E., Inc., on

the sample size of 332 college students from the different departments. This study

was conducted during the second semester of the academic year 2022-2023. The

researchers chose this as their locale of the study because students here were the

best and most reliable respondents for their study.

 17

Figure 2. Locale of the Study

Sample & Sampling Procedures

The researchers used stratified sampling method. The populations were divided

into subgroups who all share a similar characteristic. According to Jahnavi (2023),

Stratified sampling improved the accuracy and representativeness of the results by

reducing sampling bias. The researchers used Raosoft to identify the required number of

samples. Table 1 shows the distribution of respondents from the different programs at

Holy Cross College Sta. Rosa, N.E., Inc.

Table 1. Distribution of Respondents

Courses Population Sample

Bachelor of Science in Accountancy & Accounting 86 12
Information System
Bachelor of Elementary Education 267 36
Bachelor of Secondary Education 237 33
Bachelor of Science in Computer Science 209 29
Bachelor of Science in Business Administration 494 68
Bachelor of Science in Criminology 814 111
Bachelor of Science in Hospitality Management 316 43
Total 2423 332
 18

Data Gathering Procedure

To gather the data and information from the respondents, the researchers

constructed a survey questionnaire. After constructing the survey questionnaire, the

researchers sought and asked their statistician to know if the constructed questions were

valid and reliable. Then after having their approval, the researchers administered the

questionnaire immediately with a formal and valid letter to the management of Holy

Cross College Sta. Rosa, N.E., Inc. The researchers used Raosoft application to get the

sample size of 332 college students of Holy Cross Sta. Rosa, N.E., Inc. After the retrieval

of the survey questionnaire, the researchers tabulated and analyzed the data immediately.

The researchers used a survey questionnaire as a research tool in gathering data

which was the best and easiest way to gather information without pressuring the

respondents. Thus, resulting in a more natural response, the researchers were gathered

more information than usual.

The survey questionnaire was distributed to the respondents after checking by the

statistician and English critic and after getting the approval of Dr. Almario B. Garcia and

Dr. Raquel T. Sta. Ines. The questionnaire was distributed to the students in the canteen,

hallway, inside the classroom, and even in the school library just to gather the data

needed.
 19

Data Gathering Instrument

The main instrument used for data collection was a questionnaire. The survey

questionnaire was composed of three parts that were close ended. The first part consisted of

the demographic profile of the respondents, the second part consisted of fifteen statements

regarding the factors that influence the lifestyle of the consumers, factor encourage

consumers purchase decision, and the customer preference in content marketing.

Moreover, the third part consisted of the proposal and recommendation on how to improve

the effectiveness of content marketing. The validity and reliability of the question was

checked by the statistician. The reliability of the data gathered was measured by

Cronbachs’s Alpha which the data gathered should be greater or equal to 0.7 to be

considered reliable.

Data Analysis Techniques

Statistical treatment was used to analyze and evaluate the data. The following

instruments were applied to get the desired analysis.

Frequency and Percentage Distribution

Frequency percentage was used in describing the respondent’s profile.

Formula:

f
P=  100%
n

where:

P = Percentage

f = frequency

n = no. of respondents
 20

Weighted Mean

Weighted mean was used to describe the effects of content marketing among

college students. The formula for weighted mean was shown as follows:

WM =
fx i i

where:

WM = weighted mean

fi = frequency for each degree of response

xi = degree of response

Table 2. Rating Scale for Content Marketing Effects

Indicators Scale Interpretation

4 3.25 - 4.00 Always
3 2.5 - 3.24 Often
2 1.75 - 2.49 Rarely
1 1 - 1.74 Never
The rating scale above was used to rate how content marketing affects Holy Cross

College students in terms of; factors influence the lifestyle of consumer; factors

encourage consumer's purchase decision; and content customer preference in content

marketing.
 21

Table 3. Rating Scale for Proposed Recommendations

Indicators Scale Interpretation

4 3.25 - 4.00 Strongly Agree
3 2.5 - 3.24 Agree
2 1.75 - 2.49 Disagree
1 1 - 1.74 Strongly Disagree

The rating scale above was used to rate what measures could be proposed or

recommended to improve the effectiveness of content marketing.

Ethical Consideration

The researchers have considered some of the ethical issues while conducting the

research. In this research, the researchers kept all the personal details of the respondents

at Holy Cross College Sta. Rosa, N.E., Inc. This was to protect their privacy and make

them feel secure. The researchers used pseudonyms and anonymous as replacements for

the respondents’ names. Moreover, the researchers recorded and tabulated all the data in

a professional way. The data results, methods, and procedures were collected and

conducted without any manipulation. This was to provide genuine results for the research

without any manipulation. The researchers seek permission from the school Dean to

conduct their research. There was a need to inform the students’ participation in the

research conducted. This was done by providing a letter and questionnaires.

 22

CHAPTER III

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter contained the presentation of the gathered data from the

respondents. All the information was analyzed and interpreted using statistical tools

to come up with an understandable presentation of the findings from the data

gathering sources. Below was the tabulation of the gathered data and result from the

respondents.

1. Profile of the Respondents

Table 4. Gender

Gender Frequency Percentage

Female 181 55%
Male 151 45%
Total 332 100%

Table 4 showed that most of respondents were female with a frequency of 181 out

of 332 respondents or 55% and male having a frequency of 151 respondents out of 332 or

45%. Overall, most of the respondents that answer the survey questionnaire were female.

According to Royall (2020), Over the 500,000 respondents in the Culture Counts

Australian database, 67% of those responses were from women. Women were generally

more likely to contribute a great survey responses. Women tend to highly engaged

consumers and participants.

 23

Table 5. Courses

Courses Frequency Percentage

BSCRIM 111 33%
BSBA 68 20%
BSHM 43 13%
BEED 36 11%
BSED 33 10%
BSCS 29 9%
BSA 12 4%
Total 332 100%

Table 5 showed the percentage and frequency of the courses. It showed that

most of the respondents were BSCRIM with the frequency of 111 college students or

33%, followed by BSBA with the frequency of 68 or 20% of the respondents, BSHM

with the frequency of 43 or 13% of the respondents, BEED with the frequency of 36 or

11% of the respondents, BSED with the frequency of 33 or 10% of the respondents,

BSCS with the frequency of 29 or 9% of the respondents, and last were BSA having a

lowest frequency of 12 or 4% of the respondents. Overall, most of the respondents that

answered the survey questionnaire came from the course of BSCRIM. BSCRIM or

Bachelor in Criminolgy was the course will fitan individual if he want tackling crime,

exploring why people break the and improving system in education, rehabilitation, and

crime prevention (Wood, 2021).

 24

Table 6. Year Level

Year Level Frequency Percentage
First Year 133 40%
Second Year 88 27%
Third Year 75 23%
Fourt Year 35 10%
Total 332 100%

Table 6 showed the frequency and percentage of year level of the respondents

where most of the respondents were first year college students that have a frequency of

133 or 40%, followed by the second-year students with the frequency of 88 or 27%,

third year students with the frequency of 75 or 23% and lastly, the fourth-year students

that have lowest frequency and percentage of 35 or 10%. The relevance of these

variables can determine which year level answers the survey questionnaire. It showed

that first year students have the higher participation on the acquired data that answers

the problem.
 25

2. Effects of Content Marketing

Table 7. Lifestyle of Consumer

Statement Weighted Mean Interpretation

1. I purchase and use the products that I see in 2.86 Often
content marketing.
2. The content marketing influence my way of 3.02 Often
living like eating foods, wearing clothes.
3. I have strong desire of buying from online 2.90 Often
market than traditional market.
4. Content marketing gives me flexible time to 3.14 Often
purchase a certain product.
5. Content marketing affects my buying decision 3.02 Often
process.
Average weighted mean 2.99 Often

The table 7 consisted of the lifestyle of the consumers where the statement Content

marketing gives me flexible time to purchase a certain product have the highest weighted

mean of 3.14 with the interpretation of “Often”, followed by the statement The content

marketing influences my way of living like eating foods, wearing clothes and Content

marketing affects my buying decision process had the same a weighted mean of 3.02 and

interpreted as “Often”. Statement I have strong desire of buying from online market than

traditional market has the weighted mean of 2.90 and interpreted as “Often”. Lastly, the

statement I purchase and use the products that I see in content marketing has the lowest

weighted of 2.86 and interpreted as “Often”. Overall, the average weighted mean of the

factors that influence the lifestyle of the consumer was 2.99, and it was interpreted as

“Often”.

The findings indicated that content marketing gave flexible time to the buyers to

purchase a certain product. According to the Deloitte report, 29% of social media users

were more likely making purchase on the same day using the social media, which means
 26

once they see a product, they were most likely click the product link and immediately buy

it and may not wait before they go shopping physically. Moreover, the same report stated

that consumers who were influenced by social media were four times more likely to

spend more on purchasing products.

Content marketing helped consumers to purchase products and services even if they

were in different places like school, workplace, home, park, and even in hallway. It gave

convenience to the consumers because they were not required to go to the physical store

to buy products and services. Using content marketing, with just one click they can buy

want they want with less hassle. Content marketing provides convenience to the

consumers because with a little effort they can find a specific product, services, and a

place that they want to go.

Table 8. Encourage Consumer's Purchase Decision

Statement Weighted Mean Interpretation

1. I buy product because of promotional 3.17 Often
activities.
2. The reviews (comment, reaction) of the 3.02 Often
product affects my buying decision.
3. The price of the product affects my 3.21 Often
buying decision.
4. The visual image (photo or video) 3.22 Often
affects my buying decision.
5. The personality of content creator affects 2.93 Often
my buying decision.
Average weighted mean 3.11 Often

Table 8 consisted of the encourage consumer purchase decision. Statement The

statement the visual image (photo or video) affects my buying decision have the highest

weighted mean of 3.22 which was interpreted as “Often”. The second to the highest with

the weighted mean 3.21 and interpreted as “Often” was the statement The price of the
 27

product affects the consumers buying decision. The third statement which buying product

because of promotional activities have the weighted mean of 3.17 and interpreted as

“Often”. The second to the last showed that the reviews (comment, reaction) of the

product affects the buying decision of consumers have the weighted mean 3.02 and the

personality of content creator that affects buying decision of consumers have the lowest

weighted mean of 2.93 and interpreted as Often. Overall, the factors that encourages

customers decision has been on the scale of computed mean as 3.11 ranging on the

average side which was interpreted as “Often.”

The result showed that the visual image (photo or video), price, promotional

activities, and reviews of the products affect the buying decision of the consumers.

Tuckman (2012) said, images, photography, and multimedia have an immense

impact on consumers’ purchasing behavior because they can provide a way for

consumers to make a visual connection with a product before they buy. When purchasing

products and services, customers or viewers want to see how products and services look

like including the style, color, how big or small it was, and how to use it because it was

hard to buy products and services that they did not see personally, even in picture or

video.
 28

Table 9. Preference in Content Marketing

Statement Weighted Mean Interpretation

1. I like to buy products when the content (video 3.07 Often
or photo) is entertaining.
2. Informative video and photo influence me to 3.19 Often
buy the product and service.
3. The quality of the video or photo affects my 3.11 Often
buying decision.
4 Videos that have explanations and solutions to 3.19 Often
the problem catch my attention to buy the
products and services.
5. It encourages me to buy when I see clothes, 3.18 Often
places, and foods that look good.
Average weighted mean 3.15 Often

Table 9 showed the preference in content marketing. Both statement informative

video and photo has an influence when purchasing product and services and videos that

have explanations and solutions to the problem catch the attention of consumer to

purchase a product and services got the highest weighted mean of 3.19 and interpreted as

Often. The second highest with weighted mean of 3.18 interpreted as Often said that the

clothes, places, and foods that look good may encourage them to purchase a product.

Furthermore, the quality of the video or photo affects my buying decision has a weighted

mean of 3.11 and interpreted as Often, and the I like to buy product when the content

(video or photo) is entertaining has the lowest weighted mean of 3.07 and interpreted as

Often. Overall, the preference in content marketing has been computed to the average

weighted mean of 3.15 and interpreted as Often.

The result showed that respondents preferred content that has informative video

and photo, has explanations and solutions to the problem, clothes, places, and foods that

look good, they also preferred a high quality of photo and video, furthermore an

entertainment video and photo slightly affect the preferences of customers.

 29

Table 10. Proposed Improvements on Content Marketing

Statement Weighted mean Interpretation
1. The website (content creator) should explain 3.29 Strongly Agree
what is the specific usage of the product.
2. Every product or service attached in content 3.27 Strongly Agree
should have a price.
3. Websites should provide valuable and 3.32 Strongly Agree
important information about the products and
services.
4. The content creator should support the product 3.34 Strongly Agree
with image, video and etc.
5. The usage of the product should have a visual 3.31 Strongly Agree
content (photo or video) attach.
Average weighted mean 3.30 Strongly Agree

Table 10 showed what were the proposed improvements on content marketing.

The statement with the highest weighted of 3.34 and interpreted as “Strongly Agree” was

content creator should support the product with image, video etc. The second highest was

that websites should provide valuable and important information about the products and

services with weighted mean of 3.32 and interpreted as “Strongly Agree”. Furthermore,

the statement with weighted mean of 3.31 and interpreted as “Strongly Agree” was the

usage of the product should have a visual content (photo or video) attached. And with the

weighted mean of 3.29 and interpreted as “Strongly Agree” was the website (content

creator) should explain what the specific usage of the product is. Lastly, with weighted

mean of 3.27 showed that every product or service attached in content should have a

price. Overall, the proposed improvements to content marketing have been computed on

the average weighted mean of 3.30 and interpreted as “Strongly Agree”.

According to Hollingsworth (2023), vision was responsible for 80% of everything

humans learn, that was why visual-rich-media have a huge impact on the success of

written content and overarching content marketing strategies. When creating content,
 30

content creator should support the content (products and services) with photo or video,

because sometimes some or most of the audiences were much attractive on the products

and services that have a supportive visual image. For the audience, the photo and video

were enough to understand the usage and benefits of the products and services.
 31

CHAPTER IV

SUMMARY, CONCLUSION, AND RECOMMENDATION

This chapter presents the findings, conclusion and recommendation of the study

based on the gathered data from the 332 respondents at Holy Cross College Sta. Rosa,

N.E., Inc.

Summary of Findings

Below is the summary of the findings of the study.

1. Profile of the respondents

In terms of the profile of the respondents, the highest respondents among all

college students at Holy Cross College Sta. Rosa, N.E., Inc. were female consisted of 181

or 55%, where most of respondents was came from first-year students with the

percentage of 45% or 133. Furthermore, most of the respondents were BSCRIM with a

percentage of 33% or 111.

2. Content Marketing Effects on Holy Cross College Students

2.1 Lifestyle of consumers. The findings indicated that content marketing gives flexible

time to the buyer to purchase a certain product. Overall, the average weighted mean

of the factor that influences the lifestyle of the consumer was 2.99 and was

interpreted as “Often”.

2.2 Consumer's purchase decision. The result indicated and with the highest weighted

mean, that the visual image (photo or video) of content marketing affects the

buying decision of the consumer, while the lowest weighted mean indicated that the

personality of content creator did not much affect the buying decision of consumers.

Overall, the factor that encourages customers decision has been on the scale of
 32

computed mean as 3.11 ranging on the average side which was interpreted as

“Often.”

2.3 Customer preference in content marketing. The result showed that most of the

respondents prefer content that has an informative video and photo and has

explanations and solutions to the problem,and it was interpreted as Often. While the

lowest weighted mean was interpreted as “Often”, the respondents like to buy

product when the content (video or photo) is entertaining. Overall, the preference in

content marketing has been computed to the average weighted mean of 3.15 and

interpreted as Often.

3. Proposed Improvements on Content Marketing

The findings showed that content creators should support the product with images,

video etc. while the lowest weighted mean was interpreted as strongly agree, every

product and/or service attached in content should have a price. Overall, the proposed

improvements in content marketing have been computed on the average weighted mean

of 3.30 and interpreted as Strongly Agree.

 33

Conclusion

This part described the conclusion of what have previously discussed regarding

this study.

1. According to the researchers' findings, most respondents were first-year, female

college students who were majoring in BSCRIM.

2. The concluded findings showed that content marketing helped consumers to

review the products before purchasing it which gave them an ample time to decide in

buying a particular product.

3. The researchers concluded that for most of the respondents, the visual images

(photos or videos) of content marketing affects consumers buying behavior than the

personality of content creator.

4. Most of the respondents prefer content that contains informative videos and

photos which have explanations and solutions to the problems rather than entertaining

content. Informative content helped consumers to be knowledgeable on some products

and services that can help them on how to use it and how they benefit from it.

5. The researchers concluded the product that supported by images, video and

reviews were more attracted by customers. The researchers also concluded that the

products and services that were attached in content marketing should not have a price,

since this statement has a lower computed weighted mean.

 34

Recommendation

The following recommendation were offered based on the work accomplished during

the study and on the conclusion given previously.

1. The researchers recommend to the future researchers to include the respondents'

other characteristics, such as age, status, occupation, and highest educational

background. They also recommend researching other industries or fields of work that

are closely related to content creation.

2. Business owners that use content marketing as a strategy for their marketing are

encouraged to have the appropriate visuals (looks, sizes, and colors), information, and

benefits of their goods and services. When showcasing the goods and services they

provide via images and video, it was encouraged to be more imaginative and genuine.

It is highly advised to include trustworthy and valuable information that can assist

audiences or consumers in solving a specific problem because doing so will motivate

them to support the items and services.

3. Social media images and videos must be eye-catching to draw in viewers and

customers, so the researchers recommend that when promoting goods and services,

influencers should include additional items or elements that correspond to the goods

and services when taking photos and videos. Improve the quality and add their own

creative touches to the photos and videos to make them more lovely and alluring.

The following recommendation below were offer for the beneficiary of the study.

1. Content creator is encouraged to be more innovative about the use of photo and

videos for displaying and promoting the products since consumers are more inclined to
 35

buy products that have relevant feedback and critiques for them to figure out if the

product is worth buying.

2. Future content creators should plan to improve new presentations of ideas,

photographs, videos, etc., concerning the merchandise that they will advertise so that

consumers will be interested and will buy the products. In addition, they should work

harder to improve their ability to present advertisements that will entice customers to buy

what they have to offer.

3. Future entrepreneurs should consider including information into the product they

intend to market so that buyers understand what they are buying. As such, prospective

entrepreneurs are recommended to use an internet platform to advertise their items to

provide consumers with immediate knowledge about the product.

4. Because content marketing offers a chance to make money, the researchers recommend

students to invest time in learning more about it.

5. Future researchers were advised to look at different forms of content marketing to

understand additional factors influencing consumer purchasing decisions.

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 Appendix A
Letter of Approval to the Holy Cross
Colloge Inc.
 Appendix B
Letter to the Respondents
 Appendix C
Sample Questionnaire
 Determinants of Content Marketing Effectiveness: An Empirical
Findings from College Students in Holy Cross
College, Sta. Rosa, N.E,. Inc.

Any information obtained in connection with the study that could identify the respondent
will remain confidential and will be disclosed only with the respondent’s permission.

Direction: Answer the following question. Put a check mark (/) that corresponds to your answer.

Part I. Demographic Profile

1. How may the profile of the respondents be describes in terms of;
Sex
Female Male

Courses
BSBA BSCRIM BSHM BSCS

BEED BSED BSA BSAIS

Year Level
First Year Second Year

Third Year Fourth Year

Part II.
Direction: Put a check mark (/) on the appropriate answer based on how frequently you purchase.
Rate each statement by checking a number between 1 to 4 where the numbers mean the
following:
4 - Always 3 - Often 2 - Rarely 1 - Never

2. How content marketing affects Holy Cross College students in terms of;

2.1 Factors influence the lifestyle of consumer

Question 4 3 2 1
1. I purchase and use the products that I see in content marketing.
2. The content marketing influence my way of living like eating foods, wearing
clothes.
3. I have strong desire of buying from online market than traditional market.
4. Content marketing gives me flexible time to purchase a certain product.

5. Content marketing affects my buying decision process.

2.2 Factor encourage consumer's purchase decision

Question 4 3 2 1
1. I buy product because of promotional activities.
2. The reviews (comment, reaction) of the product affects my buying decision.
3. The price of the product affects my buying decision.
4. The visual image (photo or video) affects my buying decision.
5. The personality of content creator affects my buying decision.

2.3 Content customer preference in content marketing.

Question 4 3 2 1
1. I like to buy product when the content ( video or photo) is entertaining.
2. Informative video and photo influence me to buy the product and service.

4. The quality of the video or photo affects my buying decision.

4 Videos that have explanations and solutions to the problem catch my

attention to buy the products and services.
5. It encourages me to buy when I see clothes, places, and foods that look good.

Part III

Direction; Put a check mark (/) on the appropriate answer based on how you strongly agree. Rate
each statement by checking a number between 1 to 4 where the numbers mean the following:

4 - Strongly Agree 3 - Agree 2 - Disagree 1. Strongly Disagree

3. What measures could be proposed or recommended to improve the effectiveness of content

marketing?

Question 4 3 2 1
1. The website ( content creator) should explain what is the specific usage of
the product.
2. Every product or service attached in content should have a price.
3. Websites should provide valuable and important information about the
products and services.
4. The content creator should support the product with image, video and etc.
5. The usage of the product should have a visual content ( photo or video)
attach.
 Appendix D
Curriculum Vitae