Group 4 Research

Valley High Academy, Inc.
Rizal St. Manggahan Rodriguez, Rizal Telefax No. 997-1286

FB Page: https://www.facebook.com/officialvha/
THE ROLE OF SOCIAL MEDIA PLATFORMS IN
PROMOTING AND SELLING PRODUCTS ONLINE
A Research Study Presented and Submitted to the faculty of the Senior High School
Department of Valley High Academy Inc., Rodriguez Rizal
In partial fulfillment of the Requirements in Practical Research 1
Cadag, Samatha Myell D.G
Jacobe, Sophia Yvonne F.
Longasa, Cristine Lhace R.
Angeles, Shiela Mae N.
Ferrer, Dwaine Ghil O.
Researchers
2024
1
ABM 11 - B
ABSTRACT
In today's world, the field of Marketing has experienced significant transformations due
to the fast enhancement in digital technology. Social media platforms have developed
as effective tools for businesses to promote and sell their products online. This study
investigates the different roles of social media platforms in facilitating marketing sales.
Through a comprehensive review of existing literature and studies, this paper
examines the various strategies employed by businesses to utilize social media for
product promotion and sales, and It explores how social media platforms influence
customer behavior, brand engagement, and purchasing decisions.
2
TABLE OF CONTENTS
Page
TITLE PAGE…………………………………………………………………………… i
ABSTRACT…………………………………………………………………... ii
TABLE OF CONTENTS……………………………………………………………… iii
Chapter
I. INTRODUCTION................................................................................................................1
Background of the Study................................................................................................................2
Statement of the Problem...............................................................................................................4
Hypothesis......................................................................................................................................5
Significance of the Study................................................................................................................5
Scope and Delimitations of the Study............................................................................................7
3
Definition of Terms........................................................................................................................8
Conceptual Framework.................................................................................................................10
II. REVIEW OF RELATED LITERATURE AND STUDIES..................................................12
SOCIAL MEDIA MARKETING................................................................................................13
CONVENIENCE OF SOCIAL MEDIA PLATFORMS AS
ONLINE MARKETING TOOL ................................................................................................15
SOCIAL MEDIA PLATFROMS AND ONLINE
MARKETING STRATEGIES....................................................................................................17
Synthesis..........................................................................................................................................24
III. RESEARCH METHODOLOGY........................................................................................27
Research Design..............................................................................................................................27
Setting of the Study.........................................................................................................................28
Population and Sampling Procedure...............................................................................................28
Research Instrument........................................................................................................................30
Data Gathering Process...................................................................................................................31
4
BIBLIOGRAPHY.............................................................................................................................................................75
CURRICULUM VITAE...................................................................................................................................................80
LIST OF FIGURES
CONCEPTUAL FRAMEWORK (FIGURE 1)...............................................................................10
RESEARCH QUESTIONNAIRE (FIGURE 2)..............................................................................37
5
CHAPTER I
INTRODUCTION
Mobile marketing is considered to be one of the most important digital marketing channels; its advantages
include broad, fast, cheap, and easy access for consumers to products and services, with the possibility of
completion of buying and selling processes almost anywhere and at any time. On the businesses side,
mobile marketing consists of a sum of practices that allow them to communicate and interact with
consumers, in a lively and vibrant way, affecting consumers decisions to buy (Babu & Ramamoortthy,
2020; Dwivedi, et al., 2021; Madan, 2021; Nabieva, 2021).
Social media platforms has transformed into an effective marketplace where brands can directly connect
with consumers. Social media platforms such as Facebook, Instagram, YouTube, and TikTok have become
powerful tool for e-commerce, enabling businesses to interact with customers, promote products and
services, develop marketing strategies, and increase sales. Social media enables businesses to share visual
content, such as product photos and videos, to promote their products and services, allowing them to reach
potential customers worldwide.
Many social media platforms offer features such as "Buy Now" buttons enabling businesses to sell
products directly to customers without the need for them to leave the platform. Additionally, social media
enables businesses to engage directly with customers through comments, messages, and reviews. This real-
time interaction allows businesses to address customer
concerns, feedback, and provide personalized customer service, thereby enhancing the overall shopping
experience.
6
BACKGROUND OF THE STUDY
There has been tremendous growth in the use of social media platforms such as
WhatsApp, Instagram, Tiktok, and Facebook over the past decade (Chen and Qasim,
2021). People are using these platforms to communicate with one another, and popular
brands use them to market their products. Social activities have been brought from the
real world to the virtual world courtesy of social networking sites. Messages are sent in
real time which now enable people to interact and share information. As a result,
companies consider social media platforms as vital tools for succeeding in the online
marketplace (Ebrahim, 2020). The use of social media to commercially promote
processes or events to attract potential consumers online is referred to as social media
marketing (SMM). With the immense rise in community websites, a lot of organizations
have started to find the best ways to utilize these sites in creating strong relationships
and communications with users to enable friendly and close relationships to create
online brand communities (Ibrahim and Aljarah, 2018).
Social media marketing efficiently fosters communications between customers and
marketers, besides enabling activities that enhance brand awareness (Hafez, 2021)
For that reason, social media marketing remains to be considered as a new marketing
7
strategy, but how it impacts intentions is limited. But, to date, a lot of research on social
media marketing is focused on consumer’s behavior, creative strategies, content
analysis and the benefits of user-generated content, and their relevance to creating
virtual brand communities (Ibrahim, 2021).
Thus, the number of social media users has increased recently especially during the
Covid-19 pandemic. Many people use social media platforms to do their jobs from home
during the Covid-19 pandemic, such as online shops and online selling.
Social media and social media platforms opens up a whole new world for business
owners and online sellers by providing an endless array of potential interactions with
consumers.
8
Statement of the Problem
This study aims to evaluates the impact of utilizing social media platforms in
promoting and selling products of online sellers in Rodriguez Rizal.
The study specifically seeks to answer the following questions:
1. What is the profile of the online sellers business?
2. What are the factors affecting the use of social media platforms in promoting and
selling products online?
3. What are the problems encountered of the online sellers when using social media
platforms to promote their products online?
4. What are the possible strategies to be proposed for online sellers?
5. Is there a significant role of social media platforms when it comes to selling products
online?
9
6. Is there a significant difference in selling products online and selling products in face
to face
Hypothesis
If street vendors do not employ any kind of strategy, they will most likely experience a
decreased likehood of sustaining their business over an extended period of time.
Significance of the Study
The results of the study will be of great benefit to the following:
Business owners. This study will guide business owners in formulating strategic plans
that integrate social media effectively into their overall marketing and sales strategies.
Online Sellers. The research provides valuable insights into how social media and
social media platforms can help online sellers to effectively expand their customer base,
increase sales, engage with their target audience, and enabling online sellers to
optimize their marketing strategies.
Customers. Improved shopping experiences: The results of the study will help the
10
customers to gain insights into how social media platforms influence their shopping
experiences, including access to different product offerings, interactive engagement,
and direct communication with brands and sellers.
Future Researchers. The findings of this study will provide a foundation for future
researchers to explore deeper into specific aspects of social media's impact on product
promotion and sales, make it easier for continued advancements in this field. Also, it will
help future researchers to understand the dynamic and implications of utilizing social
media for e-commerce purposes.
11
Scope and Limitation of the Study
This research will focus on the factors affecting the utilization of social media platforms
for promoting and selling products of online sellers in Rodriguez Rizal.
The study was conducted during the academic year 2023-2024.
The subject of the study were selected online sellers in Rodriguez Rizal.
Moreover, the researcher will employ the qualitative method and use a descriptive
research design to collect data. The sample will be selected using a systematic, simple
random sampling technique and will use online survey questionnaires to ensure that the
data collected is representative of the entire population.
12
Definition of Terms
The following terms are further defined either operationally or conceptually:
Digital Era. The present time, in which many things are done by computer and large
amounts of information are available because of computer technology.
(Cambridge Dictionary)
E-commerce. The business of buying and selling goods and services on the internet
Market. An occasion when people buy and sell goods. (Oxford Advanced Learner's
Dictionary)
Marketing. The process or technique of promoting, selling, and distributing a product or
service. (Merriam-Webster)
Marketplace. Is any location, whether in person or online, that facilitates the exchange
of goods between buyers and sellers.
13
Online. This refers to communications via a modern or network to a host system.
The availability or access of data or information located within a database system.
Purchase. The act of buying something.
Social Media. Refers to the means of interactions among people in which they create,
share, and/or exchange information and ideas in virtual communities and networks.
Social Media Platform. Refers to online platforms and tools that allow people to create,
share, and exchange information and content with others.
Social Media Marketing. Is the use of social media and social media platforms to
interact with customers to build brands and increase sale.
14
Conceptual Framework
The Conceptual Framework on this study will be the Social media platforms as the
Independent variable and Selling products online as the Dependent variable.
Independent Variable (IV) Dependent Variable (DV)
Social Media Platforms Selling Products Online
In Figure 1. the researchers chose social media platforms as an independent variable
meaning the Researchers is looking for an answer to the Question;
• How things are changing when using this platform/s?
Meaning, the Researchers are investigating how the use of these social media
platforms Affect the selling of products online which is the Dependent Variable
On the other hand, selling products online are the dependent variable the
15
Researchers chose it pertains to be the results of what are the Researchers are
expecting in the selected Independent Variable. The effectiveness of selling products
online is dependent on how the Seller use the social media platforms, considering
different marketing aspects like Marketing strategies, Customer engagement, Following
trends and Advertisements.
In conclusion, it is like figuring out how does the seller's social media actions
influences the products they are selling online. The conceptual framework creates a
relationship between use of social media platforms (Independent Variable) and selling
products online (Dependent Variable)
16
CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the relevant literature and studies that the researcher
considered in strengthening the importance of the present study. It also presents the
synthesis of studies to fully understand the research for better comprehension of the
study.
The specifics of analyses related to the present research study are listed below:
a.) Social Media marketing
b.) Convenience of Social media platforms as Online marketing tool
c.) Social media Platforms and Online Marketing Strategies
I. Social Media Marketing
Aguilar, J. Anaya. J; Tizon. J. (2019) Social media platforms allow people to transform
17
the communication and interaction of one another. Since there is an increase in the
number of the prolific users of these social media platforms worldwide, modern
businesses see these as an innovative marketing communication tool to easily attract
the online market. Marketing serves as an important strategy in ensuring the growth of
businesses. Strategies such as social media posts and email campaigns can not only
engage existing consumers but spread the word to new potential customers.
Furthermore, real-time Interaction with customers allows businesses to provide
immediate assistance, answer product-related questions, messages, address concerns,
and engage in conversations with their customer—enhancing customer satisfaction and
build trust and loyalty among their audience.
Convenience of Social media platforms as Online Marketing tool
According to Wright, L.B. (2018) in the discussion of The Rise of Entrepreneurship
and Social Media, people are becoming increasingly interested in being their own
bosses. The social media sector has experienced a lot of development over the years,
as well as a significant increase in usage. Businesses and entrepreneurs can now
utilize social media platforms to promote their products and services while also being
able to engage with the rest of the world and the public is aware of their products,
services, and, more significantly their visions through the use of social media,
18
particularly social media platforms.
Moreover, the shift from traditional to online marketing represents a fundamental
change in how businesses reach and engage with their target audience, using the
power of digital platforms to create meaningful connections and drive sales.
With the click of a button, businesses can launch campaigns that reach audiences
across the globe, expanding their market reach and driving growth opportunities.
Platforms like Instagram, Facebook, Tiktok, and e-commerce platforms like Shopee and
Lazada now offers shopping features that allow users to browse, discover, and
purchase products without leaving the app. The "buy now" buttons and shoppable posts
have transformed social media into virtual marketplaces.
This convergence of online shopping offers a more convenient and immersive shopping
experience for consumers.
Many researchers like Aguilar, J., et al. (2019) & Wright L. B. (2018) have determined
the benefits of this tool when it comes to promotional campaigns. Social media has
been regarded as by far the most preferred type of advertising since it allows
businesses to cater specific audiences. It is considered to be the most efficient social
19
media marketing tool as it produces immediate results. Many businesses,
entrepreneurs, and aspiring business owners nowadays use social media platforms to
market their products and/or services through interacting with the public while ensuring
quality offerings.
III. Social media Platforms and Online Marketing Strategies
Marketing strategy is the fundamental goal of increasing sales and achieving a
sustainable competitive advantage (Rotich, 2016). Marketing strategy includes all basic,
short-term, and long-term activities in the field of marketing that deal with the analysis of
the strategic initial situation of a company and the formulation, evaluation, performance,
and selection of market oriented strategies and therefore contributing to the goals of the
company and its marketing objectives
Marketing strategies affect the performance of a specific business. The importance of
it is, first to enhance the understanding in terms of marketing strategies. Second is to
illustrate the relationship of marketing strategies and sales performance. The main
focus of marketing strategy is to determine what are the consumer wants to satisfy them
and also to gain more profit which is the goal of every businesses. Marketing strategy is
20
positively and unpredictability may result the marketing businesses to collect and
associate with sales performance.
Synthesis
Social networking platforms have transformed into a channel for sellers to reach a
wider audience with their promotional campaigns. Social media has been defined by
many researchers as a connection between brands and customers, offering a
personalized space for consumer social interaction.
21
In today's marketing blend, social media was considered as most efficient marketing
tool, allowing businesses to showcase their products and services, reach their target
audience, build brand awareness, develop marketing strategies, and drive sales.
The content of this chapter provides valuable insights into how businesses can
effectively utilize social media platforms as online marketing tool to enhance their brand
reputation, build customer trust and loyalty, and achieve marketing goals in the digital
age.
CHAPTER 3
RESEARCH METHODOLOGY
22
This chapter describes the method of research design, the setting of the study, the
population of the study, sampling procedure, research instrument used, and data
gathering process.
Research Design
The researcher will employ the qualitative method and use a descriptive research
design.The descriptive method is primarily focuses on describing the characteristics of
the phenomenon studied or a population. It focuses more on the "What" of the research
subject rather than the "Why" of the research subject.
As cited by Shrutika Sirisill (2023), descriptive research design is a powerful tool used
by scientists and researchers to gather information about a particular group or
phenomenon. This type of research provides a detailed and accurate picture of the
characteristics and behaviors of a particular population or subject.
The researcher believes that this is the most appropriate research method because
descriptive research provides a comprehensive picture of the characteristics and
behaviors of a particular population or phenomenon, allowing researchers to gain
deeper understanding of the topic.
Setting of the Study

23
The study will be conducted at Rodriguez Rizal, aiming to examine diverse consumer
behavior and preferences across different geographical areas. According to the
Executive Summary included in the Annual Audit Reports of Rodriguez, Rizal, the
municipality of Montalban was founded on June 30, 1871, under the "Acta de Erreccion"
or Deed of Foundation. The town, including its poblacion, was initially part of the
province of Manila, while its present-day mountainous central and eastern portion,
according to old maps, was under the jurisdiction of the District of Morong.
Population and Sampling Procedure
2:1 Population:
The target population of this study involves all the Online Sellers that are using
specific social media platforms such as: Facebook, Instagram, YouTube, TikTok, and
among others. This population is expected to be approximately 30 individuals in
Rodriguez, Rizal during the year of 2023-2024.
24
2:2 Sampling Method:
The Researchers used a Simple random sampling approach in order to help
Researchers select a representative sample within the targeted population.
2:3 Inclusion and Exclusion Criteria
The Inclusion criteria for the participants included being a Social media seller that is
using Two (2) or more social media platforms to promote and sell their products and will
only be held on Rodriguez, Rizal. The researchers also decided that there will be no
minimum age requirement.
On the other hand, the Exclusion criteria that is applied includes the online sellers
who used to sell and promote on only one (1) social media platforms since the
Researchers will determine the positive and negative effect of the said platforms the
Researchers will be needing two (2) or more. Another is participants who are not within
the area of Rodriguez, Rizal.
25
2:4 Limitations:
In order to ensure the effectiveness of the sample, the Researchers implemented
certain limitations, including: Potential self-selection bias, memory bias and among
others to the participants, as well as the exclusion of the participants who are using only
one (1) social media platform. These limitations should be considered by the
Researchers when interpreting the findings of the study in order to avoid biases.
26
Research Instrument
The researchers will collect data on the experiences of online sellers at Rodriguez,
Rizal using a qualitative method and a descriptive design.
The researchers will use online survey questionnaires to collect data from the online
sellers around Rodriguez Rizal, about their experiences of selling products online using
social media platforms.
The collected data will be analyzed statistically to provide awareness in what are the
difficulties or good and bad encounters of online sellers.
The purpose of this research is to help those planning to become online sellers what
they should do and avoid and to know how social media platforms help online sellers.
27
Data Gathering Process
During the month of January, we planned the study's setting and procedure. The
planning included preparing a source of data for a survey of randomly selected online
sellers. After collecting names, the researcher will formally submit a letter to the online
sellers near Rodriguez Rizal, requesting their consent to perform the study as well as
the respondent's email addresses in order to facilitate the research instrument and
interviews using Google Form and Google Meet, respectively.
The researcher consider this instrument more convenient because some respondents
live far away from Rodriguez, and it is also less time-consuming than conducting a face-
to-face interview or administering a survey questionnaire. Once the request is granted,
the online survey questionnaire will be distributed to all full-time online sellers via
Google Form. The researcher clarifies some terms for the respondents so that they can
answer the questionnaire with complete knowledge. To validate their responses will also
conducted a structured interview via Google Meet with the randomly selected
respondents.
28
Curriculum Vitae
ANGELES, SHIELA MAE N.
644 Jacobe st. Manggahan Rodriguez Rizal
09629436678
angelesshielamae1@gmail.com
Personal Information
Age 16
Birthday June 29,2007
Birthplace Manggahan Rodriguez,Rizal

29
Civil Status Single
Citizenship Filipino
Religion Catholic
Fathers Name: Ronnie J. Angeles
Mother’s Name Diana G. Navalta
Educational Background:
Senior High School Accountancy Business Management
Valley High Academy, Inc
2023-2024
Junior High School Manggahan National High School
2019-2023
Elementary Mangghahan Elementary School
2012-2018
30
CADAG, SAMANTHA MYELL D.
675 Daantubo Kaliwa, Manggahan Rodriguez Rizal
09106146014
samanthamyellc@gmail.com
Age 16
31
Birthday September 07,2007
Birthplace Rodriguez,Rizal
Civil Status Single
Religion Born Again
Fathers Name: Samuel C. Cadag
Mother’s Name Maricar C. De Guzman
2023-2024
2019-2023
2012-2018
32
FERRER, DWAINE GHIL O.
Blk 61 Lot 52 Phase 2a Pine Street Manila Hills Subdivision Baranggay San Jose Rodriguez,
Rizal
09999559183
Dwaineferrer12@gmail.com
33
Age 17
Birthday October 12, 2006
Birthplace Manila City
Civil Status Single
Religion Catholic
Fathers Name: Samuel C. Cadag
Mother’s Name Maricar C. De Guzman
2023-2024
2019-2023

34
2012-2018
JACOBE, SOPHIA YVONNE F.

35
640 jacobe st. Manggahan Rodriguez Rizal
09810043038
sophiayvonnejacobe@gmail.com
Age 16
Birthday September 03, 2007
Birthplace Calatrava, Romblon
Civil Status Single
Religion PMCC 4th Watch
Fathers Name: Larry C. Jacobe
Mother’s Name Elvie S. Falogme
36
2023-2024
2019-2023
2012-2018
LONGASA, CRISTINE LHACE R.
Blk 32 Lot 16 PHASE 1A Kasiglahan Village San Jose, Rodriguez, Rizal
09194662294
cristinelhace@gmail.com
37
Age 16
Birthday September 03, 2007
Birthplace Calatrava, Romblon
Civil Status Single
Religion PMCC 4th Watch
Fathers Name: Larry C. Jacobe
Mother’s Name Elvie S. Falogme
2023-2024
2019-2023

38
2012-2018
39

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Valley High Academy, Inc.

Rizal St. Manggahan Rodriguez, Rizal Telefax No. 997-1286

THE ROLE OF SOCIAL MEDIA PLATFORMS IN

PROMOTING AND SELLING PRODUCTS ONLINE

Department of Valley High Academy Inc., Rodriguez Rizal

In partial fulfillment of the Requirements in Practical Research 1

Cadag, Samatha Myell D.G

Jacobe, Sophia Yvonne F.

Longasa, Cristine Lhace R.

Angeles, Shiela Mae N.

Ferrer, Dwaine Ghil O.

Through a comprehensive review of existing literature and studies, this paper

customer behavior, brand engagement, and purchasing decisions.

TABLE OF CONTENTS……………………………………………………………… iii

Background of the Study................................................................................................................2

Statement of the Problem...............................................................................................................4

Significance of the Study................................................................................................................5

Scope and Delimitations of the Study............................................................................................7

II. REVIEW OF RELATED LITERATURE AND STUDIES..................................................12

SOCIAL MEDIA MARKETING................................................................................................13

CONVENIENCE OF SOCIAL MEDIA PLATFORMS AS

ONLINE MARKETING TOOL ................................................................................................15

SOCIAL MEDIA PLATFROMS AND ONLINE

III. RESEARCH METHODOLOGY........................................................................................27

Setting of the Study.........................................................................................................................28

Population and Sampling Procedure...............................................................................................28

Data Gathering Process...................................................................................................................31

CONCEPTUAL FRAMEWORK (FIGURE 1)...............................................................................10

RESEARCH QUESTIONNAIRE (FIGURE 2)..............................................................................37

2020; Dwivedi, et al., 2021; Madan, 2021; Nabieva, 2021).

potential customers worldwide.

time interaction allows businesses to address customer

BACKGROUND OF THE STUDY

marketplace (Ebrahim, 2020). The use of social media to commercially promote

processes or events to attract potential consumers online is referred to as social media

online brand communities (Ibrahim and Aljarah, 2018).

Social media marketing efficiently fosters communications between customers and

media marketing is focused on consumer’s behavior, creative strategies, content

virtual brand communities (Ibrahim, 2021).

Statement of the Problem

promoting and selling products of online sellers in Rodriguez Rizal.

The study specifically seeks to answer the following questions:

1. What is the profile of the online sellers business?

selling products online?

platforms to promote their products online?

4. What are the possible strategies to be proposed for online sellers?

Significance of the Study

The results of the study will be of great benefit to the following:

optimize their marketing strategies.

experiences, including access to different product offerings, interactive engagement,

and direct communication with brands and sellers.

media for e-commerce purposes.

Scope and Limitation of the Study

for promoting and selling products of online sellers in Rodriguez Rizal.

The study was conducted during the academic year 2023-2024.

data collected is representative of the entire population.

The following terms are further defined either operationally or conceptually:

amounts of information are available because of computer technology.

Marketing. The process or technique of promoting, selling, and distributing a product or

of goods between buyers and sellers.

Online. This refers to communications via a modern or network to a host system.

The availability or access of data or information located within a database system.

Purchase. The act of buying something.