EFFECTIVENESS AND EFFICACY OF SOCIAL MEDIA AS MARKETING TOOL AMONG

ENTREPRENEURS IN PUBLIC MARKET OF JONES, ISABELA

A Research Proposal

Presented to the

Faculty of Jones Rural School-Main

Barangay 2, Jones, Isabela

________________________________

A Partial of Fulfillment

Of the Requirements for the Subject

Practical Research 2

_________________________________

HONEY DENISE CACHAPERO

IRISH FAYE CARIAGA

DIANE O. CARMEN

JOHN KYLE GALLARDO

 Effectiveness and Efficacy of Social Media as Marketing Tool among Entrepreneurs in
Public Market of Jones, Isabela

Introduction

Over the past 40 years, we have experienced a radical shift in how business is
conducted and how people interact. The introduction of personal computers, the Internet, and e-
commerce have had a tremendous impact on how businesses operate and market. The
introduction of social media technology is accelerating and we can expect it to have a similar
impact on businesses now and into the future. As new technologies became available, businesses
that learn to use new technologies gain great benefits. Some of the best-known examples include
technology-driven companies such as Microsoft, eBay, Amazon and Google. In a short span of
time, social media has become one of the most loved mediums for the youths today. Social
Media Marketing is the hottest new marketing concept and every business owner wants to know
how social media can generate value for their business. People are social by nature and
collect or share information that is important to them. Social Media Marketing is about
understanding how technology is making it easier for people to connect socially with their social
networks and how your business can profit from that understanding. More and more of your
customers, whether for personal use, business-to-consumer or business-to-business reasons use
social media in every aspect of their daily life. There is a common misconception that social
media and social networking sites (SNS) are two synonymous terms. Social media are tools for
sharing and discussing information. It can be described as a kind of online media which
encourages every member for feedback and contribution. It is a social instrument of two way
communication facilitating the sharing of information between users within a defined network
via web 2.0 (O'Reilly, 2005).

Statement of the Problem

The main purpose of this study is to determine the effectiveness and efficacy of using
social media as a tool and strategy in marketing among entrepreneurs around the Public Market
of Jones, Isabela. Specifically, this study sought to answer the following questions:

1. What are the different social media used in marketing?

 2. What are the effects of social media in marketing industry?
3. How effective is social media as marketing tool in terms of:
 Sales
 Business productivity
 Ease of work

Scope and Delimitations of the Study

The scope of the study has been limited to social media marketing only. The study was
mainly focused on the effectiveness and efficacy of social media as marketing tool among
entrepreneurs in Jones, Isabela during the first semester of S.Y 2020-2021.

Research Design

The researchers used Quantitative Research, because it best served to understand and
analyze the date that will be collected. This type of research involves interpreting, investigating,
collecting data and analyzing these numbers using statistics.

In this study, researchers used descriptive research design. This kind of quantitative
research involves the description, recording, analysis and interpretation of a population or
phenomenon being studied. Survey and questionnaires will be provided to know the perspective
and observation of the respondents regarding the effectiveness and efficacy of social media as
marketing tool among entrepreneurs in Public Market of Jones Isabela.

Participants of the Study

The target population or respondents for this study defined to include the entrepreneurs of
Jones Isabela. The researchers will use snowball sampling wherein they will select fifteen (15)
respondents among the entrepreneurs in Public Market of Jones Isabela. Some of the respondents
will help the researchers to find and connect other respondents.

Research Locale
 The study will be conducted at Public Market of Jones Isabela, a public market located at
Barangay 1, Jones Isabela. It is where the researchers will gather data to know the effectiveness
and efficacy of social media as marketing tool among entrepreneurs in Jones Isabela.

Research Instruments

The researchers will be using questionnaires and surveys to obtain information needed
about the study. The surveys and questionnaires were aimed at evoking relevant information
concerning the effectiveness and efficacy of social media as marketing tool among entrepreneurs
in public market of Jones Isabela.

Data Gathering Procedure

First, the researchers will request a permission for the analysis to conduct the study and
they will use snowball sampling to gather data. Second, the researchers will collect the data and
the data will be sorted and categorize to easily identify the same responses, ideas and opinions of
the respondents. Later on, the researchers will come up with the documentary review to write
down the data that will be collected. Lastly, the conclusion will bring together the different data
collection methods that contribute to accurate outcomes of study result.

Data Analysis Procedure

Data analysis is a procedure for analyzing data, techniques for interpreting the results of
such procedures, ways of planning the gathering of data to make its analysis easier, more precise
or more accurate and all the machinery and results of (mathematical) statistics which apply to
analyzing data.

First, the researchers will organize the data by reviewing the gathered information from
the answers of the respondents. Second, the researchers will assess the data, if there are incorrect,
inaccurate or irrelevant parts of the data gathered then it will be removed or deleted. Third, after
assessing the data, the researchers will sort the information by arranging it in a sequence order
for the preparation of data processing. Fourth, the researchers will now process the sorted data by
making every information into a meaningful data. Finally, after the researchers identified the
result of the study, researchers will interpret the findings of the study.