Tama Ka Na Chapt 1 5 Final

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SACRED HEART ACADEMY OF STA. MARIA (BULACAN), INC.
Chapter 1
THE PROBLEM AND ITS BACKGROUND
Introduction
Over the years, technology has revolutionized the world and the daily lives
of everyone (Aging inplace.org, 2022). Technology is expanding worldwide, and
online or virtual transactions are indeed a new and faster method of advertising
products, services, etc. Social media does not only give users a platform for private
communication but it also acts as a vehicle for spread of advertising messages.
Recently, attention has been drawn to the use of social media platforms as sources
of earned media, but paid advertising continues to be crucial in this regard
(Maldberger & Kraemmer , 2019).
According to Hanif and Asgher (2018), an online advertisement shows
that the majority of advertisements are currently occurring on the internet via
various platforms such as Email, YouTube, Facebook, Instagram, and other
advertisement-supporting websites. When the media reached its peak,
communication networks revolutionized the commercial landscape of advertising,
making online advertising a crucial strategy to increase the profit margin of any
firm or major corporation. Nazli et al. (2018) also confirm that advertising elements
such as design, quality, duration, or location of an advertisement might alter its

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effectiveness. The experts determined that such an appealing form of marketing
assists a company in maintaining its market position.
It is vital to understand how much the customer liked the advertisement after
seeing it on an internet platform and how satisfied the customers are with the
components that contribute to the way of displaying the items or services in their
own distinctive ways. It is also confirmed by Szyndlar (2022), that the level of
satisfaction is one of the most important predictors of future purchases and client
loyalty. As a result, it aids in the prediction of business growth and income.
Customer satisfaction, according to Nunan et al. (2018), is a cumulative attitude
based on his or her experiences. They argued that there must be a customer
feeling that can be directly gauged. Customer happiness is directly proportional to
a company's profitability. Customers may be satisfied by a variety of variables,
such as product design or product advertising.
People tend to visit several websites that offer something that will satisfy
them. Customers are more likely to buy and use online due to its advertising
strategies. The advertisement may appear credible to viewers, which leads them
to test the new product or service displayed online. In this study, the researcher
will identify the level of satisfaction of Sacred Heart Academy's ABM students on
social media platforms advertisements.

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Background of the study
The concept of how a business manages their client connections and what
sort of marketing plan should be used for the customer has become more dynamic
in the modern era (Ahmad, Gul, and Zeb, 2022). Being a seller, it becomes vital to
evaluate the role of technology in their operations, marketing, and sales
department (Gut et al., 2022). Thus, online advertisement has developed into a
fascinating factor for management and entrepreneurs in the current digital era to
increase market share and customers satisfaction in the online advertisements and
also other marketing strategy, according to Nwokah and Ngirika (2017).
Social media platform advertisement is a fantastic strategy to expand your
company and boost sales. It’s critical to comprehend the many forms of online
advertising so consumers can choose how to use them most effectively (Bentham,
2021). According to Hanif and Ashger (2018), an online advertisement depicts
that now, most advertisements are occurring through the internet by using different
platforms like Facebook, Instagram, Youtube, and advertisement-supporting
websites. In this study, the researchers want to specifically highlight the level of
satisfaction of ABM students of Sacred Heart Academy of Bulacan with Online
advertisements. There are few previous studies that exist to critically evaluate the
level of satisfaction of ABM students, which enhanced the validity of this research
work.
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The insights mentioned are some of the bases of this study. The
researchers chose this subject matter because they would prefer to further study
the level of satisfaction of the Sacred Heart Academy’s Accountancy, Business,
and Management students with social media platforms that show advertisements.
The researchers attempted to discover how satisfied students are with social
media platforms advertisements.
Theoretical Framework
The Technology Acceptance Model (TAM) developed by Davis (1989)
provides a valuable theoretical framework for understanding the level of
satisfaction in social media platforms advertisements ABM students. According to
this model, two key factors determine an individual's behavioral intention to use
technology: perceived usefulness and perceived ease of use. Perceived
usefulness refers to the degree to which a person believes that using a particular
technology will enhance their job performance or life. Perceived ease of use refers
to the degree to which a person believes that using a particular technology is free
of effort.
In the context of social media platforms advertisement, the TAM can be
used to understand how students perceive the satisfaction and ease of use of
different advertisements. When students perceive an advertisement as being
useful and easy to use, they are more likely to find it satisfying and take action. On
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the other hand, when students perceive an advertisement as being less useful or
difficult to use, they may find it less satisfying and less likely to take action.
Furthermore, researchers can also use observation methods to assess the
level of satisfaction experienced by students while interacting with the social media
platforms that show advertisement. For example, researchers can measure the
students' attention, concentration, and engagement levels, and use these
measurements as indicators of the level of satisfaction experienced by the
students.
In conclusion, the Technology Acceptance Model (TAM) developed by
Davis (1989) provides a valuable theoretical framework for understanding the level
of satisfaction in online advertisement of ABM students. By understanding how
students perceive the usefulness and ease of use of an advertisement,
researchers can predict how satisfied students will be with the advertisement and
how likely they are to take action. Researchers can use a quantitative to measure
the level of satisfaction and perceived satisfaction and ease of use of the
advertisement.
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Conceptual Framework
INPUT
OUTPUT
1. What is the level of
satisfaction of ABM students in PROCESS
each social media platforms Determined level of
Advertisement such as a. Survey satisfaction in social
1.1 Facebook, media platforms
1.2 Instagram, Questionnaires
b. Data Gathering
advertisement of
1.3 Tiktok, &
1.4 YouTube?
Accountancy,
c. Statistical
2. What social media platform Business and
treatment
show advertisement that satisfy Management
the ABM students the most: d. Interpretation
Students of Sacred
2.1 Facebook, of Data Heart Academy of
2.2 Instagram,
2.3 Tiktok, and Sta. Maria Bulacan
2.4 YouTube?
Figure 1: Research Paradigm
In this specific case, the conceptual framework includes grade 11 and 12
students who will answer the specific questions that the study sought to answer as
the input, the process includes the survey questionnaire, collection of data, and
analyzing and interpretation using statistical treatment, and the output is the level
of satisfaction in social media platform advertisement of ABM (Accountancy,
Business, and Management) students in Sacred Heart Academy Bulacan.
The input in this study is the statement of the problem that will be
answered by grade 11 and 12 students who are enrolled in the ABM program.
These students will be the target population of the study and will be asked to
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participate in the survey. The survey will be conducted using a printed survey
questionnaire. The printed survey will be distributed to students in the classroom
setting. Surveys will ask questions about students' satisfaction with social media
platform advertisements for the ABM program.
The process in this study refers to the methods that will be used to collect
and analyze data. The printed survey will be used to gather data from students.
The data will then be analyzed using statistical techniques to determine the level
of satisfaction with a social media platform advertisement for the ABM program.
This analysis will allow the researcher to determine if there are any patterns or
trends in the data and to identify any areas that need improvement.
The output in this study is the level of satisfaction with online advertisement
for the ABM program. The results of the survey will be used to determine the level
of satisfaction among students and to identify any areas that need improvement.
The findings will be used to make recommendations for future online advertising
efforts for the ABM program.
Overall, the conceptual framework provides a clear and concise
representation of the key components and their relationships in the study. It serves
as a guide for the researcher throughout the study, helping to ensure that the
research is well-designed, and that the data is collected and analyzed in a way
that is meaningful and relevant to the research question.

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Statement of the Problem
This study aims to determine the Level of Satisfaction of Sacred Heart
Academy Accountancy, Business, and Management (ABM) Students with Social
Media Platform Advertisements.
Specifically, it sought to answer the following questions:
1. What is the level of satisfaction of ABM students in each social media
platform advertisement such as
1.1 Facebook,
1.2 Instagram,
1.3 Tiktok, &
1.4 YouTube?
2. What social media platforms show advertisements that satisfy ABM
students the most:
2.1 Facebook,
2.2 Instagram,
2.3 Tiktok, and
2.4 YouTube?
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Assumptions of the Study
First Assumption
Accountancy, Business, and Management students have a low level of
satisfaction with social media platform advertisement.
Second Assumption
Accountancy, Business, and Management Students have an average
level of satisfaction with social media platform advertisement.
Third Assumption
Accountancy, Business, and Management Students have a high level of
satisfaction with social media platform advertisement.
Scope and Delimitation
The general intent of this study is to determine the level of satisfaction of
the ABM students of Sacred Heart Academy in social media platforms
advertisements. This quantitative study aims to provide greater information about
online advertisements that might be seen on different platforms. ABM students are
expected to have advanced knowledge about businesses which include online
advertising. In contrast with other strands, ABM has more access to courses such
as accounting and business.

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In this study, the level of satisfaction of ABM students will be the basis of their
online advertising preference.
In this research the independent variable is the social media platforms
advertisement as it cannot be changed by the level of satisfaction of ABM students.
The online advertisement uses the internet to deliver marketing information to the
intended audience. It basically attracts the consumers by showing exposure of the
products or brands and services for them to purchase. The respondents will
choose their preference among all the four main social media platforms that show
advertisements.
This study will be conducted at Sacred Heart Academy (Bulacan) Inc.
which is located at Dr. Teofilo Santiago St. Brgy. Poblacion, Santa Maria, Bulacan.
The researchers will gather data in Senior High School building, specifically in ABM
students' classrooms. The study is delimited only for ABM students of Sacred
Heart Academy. There are 84 Grade 11 ABM students and 101 Grade 12 ABM
students who are enrolled in the Academic Year 2022-2023. Overall, the general
population is 185 ABM students. Using statistical treatment, the researchers had
a sample size of 126 ABM Students of SHS from Sacred Heart Academy as the
specific number of respondents the researchers will collect data from.

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The data collection will be gathered between four (4) to five (5) weeks
within the month of March and April. The researchers will create different time
schedules for collecting the data depending on the availability of informants. The
researchers will print out the survey form and distribute it to the ABM students.
This form contains statements about social media platform advertisements, as well
as respondents must choose a different level of satisfaction on the scale. The study
will not cover other problems that are not connected to satisfaction with online
advertisements. The findings of the study will be applicable only to the study’s
respondents and will not be used the social media platforms advertisements and
the level of satisfaction of students who do not belong to the study’s population.
Significance of the Study
The result of the study will be of great benefit to the following:
Customers. This study can raise awareness among customers that the level of
satisfaction to social media marketing strategies can be used to aid in their
purchasing decisions. This will also guide them on what to look for in an online
advertisement and on what social media platform will show relevant and useful
details and information about the service or products.
Influencers. The influencers will benefit from this study because they are the
people who help business owners in promoting their businesses. Therefore,

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knowing this study will help them, will also give them ideas on what to improve on
their content marketing strategies.
Business Owners. This research will help them in their future preparations as
they build their firm using the insights gained from this research. This will serve as
their guide on what kind of online advertisement channel and what social media
platform they should use for their business that will surely satisfy customers.
Student. This study would help students to know the online advertisement
strategies of a business. Will also expand their knowledge about online
advertisement to all social media platforms and what are the different things that
need to be considered before purchasing e.g. details of the product/services and
convenience.
Future Researchers. This study will provide sufficient information and will serve
as a guide and a reliable reference to future researchers who will conduct the same
related study.
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Definition of Terms
The following terms were used and defined conceptually and operationally
for better understanding of the study:
Online Advertisement. It is a form of marketing and advertising which uses the
internet to promote products and services to audiences and platform users.
Advertising. A marketing strategy known as advertising involves purchasing real
estate to advertise a good, bad, or intangible idea. Ads, as they are commonly
known, are the real advertising messaging.
Social media platforms. It allows users to have conversations, share information
and create content.
Social Media Advertising. It is a form of digital marketing that involves sending
sponsored advertisements to your target audience through social media platforms
like Facebook and Instagram.
Social Media Marketing. Using social networks like Facebook, Twitter, and
Instagram to reach your target demographic with sponsored advertisements is
known as social media advertising.
Content Marketing. A type of online marketing known as "content marketing"
focuses on producing, disseminating, and publishing material for a specific
audience.
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Commercial. Any business or trade is often referred to be commercial. A
commercial serves as a business's advertisement. Selling goods or services for a
profit is considered commercial activity.
Customer Satisfaction. Customer satisfaction is a metric used to assess how
pleased customers are with a company's goods, services, and abilities.
Electronic Word-of –Mouth (eWOM). Is a valuable tool for generating a response
to the product in the market.
Email Marketing. Sending an advertisement by email, usually to a group of
recipients, is known as email marketing.
Marketing Plan. A marketing plan outlines the advertising tactics that a company
will use to promote and advertise its goods and services.
Marketing Strategy. A marketing strategy is a long-term plan for attaining a
company's objectives by figuring out how to best serve customers and forging a
distinctive competitive edge.
Online Transaction. Online transactions are business transactions that take place
electronically over a computer network.
Satisfaction. Fulfillment of one’s wishes, expectations, or needs, or the pleasure
derived from this.

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Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter includes the pieces of related literature and studies that are
found relevant to the study.
Foreign Literature
According to Lim et al., 2021, advertising was long considered a 'big boys'
marketing technique, but the advent of the Internet resulted in the emergence of
online advertising, which has benefited marketing organizations of all kinds,
particularly small and medium enterprises (SMEs), for the past 20 years. However,
the rise and proliferation of digital natives as a new generation of consumers
necessitates additional study to ensure that online advertising remains appealing,
effective, and relevant. Furthermore, there is a need to integrate the multifaceted
nature of technology and media in online advertising, as well as the corresponding
behavior exhibited by today's consumers, particularly digital natives.
In addition to, according to Chuah et al., (2020), in today's world,
advertisement is seen as a crucial tool for marketers to distinguish themselves in
a crowded marketplace and influence potential customers, particularly through the
platform of social media. Nowadays, social media has infiltrated our daily lives in
order to influence us with various ideas, thoughts, attitudes, or, more precisely, to
affect our buy intention. As a result, social media influencers play a crucial role in
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spreading ideas and having a significant impact on their following. However, there
may be some variations based on the gender of the social media influencers. This
study looked at the effect of gender differentiation in social media influencers'
responses to skin care commercials.
According to Madio et. al., (2020), content moderation and advertising in
social media platforms. Social media platforms engage in rivalry by offering unique
ways of advertising. For instance, Instagram competes with TikTok for user
attention. Each social media network has a unique technique of displaying
advertisements. It has been demonstrated that social media advertising improves
brand recognition. Regular social media posting enables businesses to
communicate with their audience on familiar terms. This ongoing communication
paints a picture of credibility and demonstrates a desire to hear what clients have
to say.
According to Husain Sajjad et. al., (2021), relevance of social media in
marketing and advertising. Research Scholar, Mewar University, Chittorgarh,
Rajasthan, India said that social media platform plays a critical role in helping
people make decisions about what to buy and where to buy it. Social media
advertising primarily covers activities involving social sharing of content. videos,
and images for marketing purposes, as well as paid social media advertising.
Social media advertising is extremely cost-effective and enables you to stretch

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your budget that’s why almost everyone is into advertising in social media, 97% of
marketers are currently participating in social media advertisement.
According to Lim, et al. (2016), customers' online website satisfaction in
online apparel purchase: A study of Generation Y in Malaysia, in recent years, the
internet has grown exponentially, becoming popular tools for consumers to search
for information, make payments, shop, and so on. This study focuses on
Generation Y's satisfaction with online websites in the apparel industry. This study
identified four critical factors influencing website consumer satisfaction: usability,
credibility, service quality, and transaction costs. The findings indicate that website
usability, credibility, and service quality all have an impact on customer
satisfaction.
Foreign Studies
According to Jan & Ammari (2016), they revealed that social media and
websites have a favorable satisfaction level on students', which in turn has a
substantial impact on students' choice of university. This study has important
consequences for policymakers, particularly those in Malaysia's education sector.
It is hoped that the outcomes of this study will be considered when developing
marketing plans for an educational institution.
Similar research study made by Priya and Anitha, (2021), in their study,
reveals that majority of respondents use web advertising for promotion. The
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majority of responders use web advertising for discount offers, designs, and other
offers. The majority of respondents believe that the web advertisement is credible.
The majority of respondents are drawn to the internet. Advertisements and
purchases on specific websites The majority of the respondents are purchasing
online mostly because of the deals and discounts. The advertisement offers
discounts.
According to Araujo et al., (2022), TikTok has become a popular platform
for marketing due to its fast-growing user base, especially among Generation Z.
The study found that emotional, entertaining, and informative dimensions of TikTok
advertisements positively affect consumer behavior, with emotional dimension
having the strongest effect on purchase intention. Moreover, the study revealed
that Generation Z's behavior significantly impacts their purchase intention. This
research provides valuable insights for marketers and advertising agencies looking
to leverage TikTok to address customer needs.
According to Nwokah and Ngirika, (2018), customer’s satisfaction was
significantly influenced by online advertising. Online advertising, however, is a
significant factor in determining customer satisfaction because it is viewed as a
point of contact between customers and the business from which they purchase
their goods. To demonstrate our contribution to knowledge, a heuristic model was
put forth to demonstrate how strongly the relationship between e-mail marketing
and customer satisfaction metrics correlates with all other tested hypotheses. The
study also advises advertising managers of e-tailing firms to create and formulate
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email marketing programs that will satiate consumers' needs and to place
advertisements on channels and in locations where customers can easily relate to
them and buy from them. There were recommendations for additional research.
In the study done by T.C (N.D.), Chen the primary medium is traditional
advertising used by FMCG marketers to influence sales Consumer selection.
People, on the other hand, are subjected to a wide range of advertising media in
various formats and channels every day, particularly through social media. As a
result, digital traditional advertising should be more effective. In this day and age,
advertising is very important. This study investigates when customers select daily
necessities, whether these advertisements influence their decisions and whether
social media advertising has a significant impact on consumer purchases
decisions. To encourage the advancement of digital and this is a study of social
media advertising in the FMCG sector. The paper suggests future research
directions.
Local Literature
In a study done by Braza et al., (2022), advertising is essential for conveying
information and persuading consumers to buy products or services. This study
looks into how advertisements affect rural families in Laur, Nueva Ecija,
Philippines, when making FMCG purchases. It aims to ascertain how rural families
view advertisements and what elements should be considered to create a specific
advertisement that is appropriate for rural families. The study employs a
quantitative methodology, and data will be gathered through the use of random
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sampling and descriptive correlation research. This study assists businesses in
comprehending how advertisements impact consumer behavior in rural areas. In
order to communicate with and build relationships with rural customers, these
businesses will enhance and align their advertising materials.
According to Ordinario, Santis, and Fernandez (2018), the main objective
of this study is to assess the results of various LPU-Laguna marketing initiatives,
with a particular emphasis on the psychological characteristics in light of the rising
number of students making the transition from high school to college. One of the
most crucial marketing communication tools is advertising, which reaches out to
potential customers, informs them, and influences their decision to use the
institution's offerings. Psychographics, or marketing that takes the psychological
aspect into account, is a popular trend today. Print, social media, billboards, and
direct marketing are just a few of Laguna's advertising strategies. Additionally, the
strongest factor influencing their decision to enroll in LPU-Laguna was the
recommendation of their friends and family. The research comes to the conclusion
that advertisements had an impact on psychographics, meaning they had an
impact on respondents' decisions to enroll in LPU-Laguna.
According to an article made by Eight Media, online advertising is critical for
promoting businesses' products and services. This is because the majority of
Filipino audiences spend a significant amount of time online and frequently
discover products through posts on social media, particularly Facebook.

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Furthermore, the number of Internet users in the country is increasing year after
year. Data marketing by Eight Media produces measurable results for businesses.
As a result, online advertising in the Philippines has a promising future.
In a study done by Elizares et al., (2022), one of the most well-known ways
to advertise and spread a message in the business world is through television
commercials. Through the influence of social media platforms like Facebook,
Instagram, Twitter, YouTube, and TikTok as well as the effect of COVID-19,
consumer behaviors are changing and evolving. The researchers have discovered
a number of insights that explain how such television advertisements affect the
way things are right now. Social media use has been impacted by the COVID-19
pandemic; many users discovered it to be dependable and simple to use because
so many people rely on smartphones. Some homes had stopped using television
as a source of entertainment and started using social media instead. When
advertisements are displayed on social media versus television, there are
significant differences. Television commercials are preferred and more engaging
by consumers, especially mothers. The majority of users skip and don't watch all
of the social media advertising, which leads to the company and its products being
ignored.
According to Pre et al., (2022), businesses are increasingly using social
media tools to advertise and promote their products in the digital world. Social
media platforms have become vital components in managing brand performance

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and interacting with customers, especially in the consumer electronics industry.
Perceived ease of use, social media advertising, and electronic word-of-mouth
(eWOM) have a positive impact on the performance of online retail businesses in
this industry. The results suggest that businesses can benefit from utilizing these
tools to stand out from competitors and improve their online presence.
Local Studies
According to Aurajo et al., (2022), they revealed that customers had mixed
feelings about TikTok video commercials, but they also felt connected after seeing
them. The emotional component has a favorable impact on buying intention.
According to the study's findings, TikTok advertisements for goods and services
make consumers more likely to make purchases. Additionally, the TikTok
commercials help persuade consumers to develop a desire to buy items they did
not initially intend to. Customers also frequently tell their family and friends about
the things they've seen advertised on TikTok videos. Customers consume a lot of
internet content, and they prefer to keep in touch with us through technology that
is readily available. Additionally, they mentioned that the use of social media by
this generation includes mental solaces that support their physical health.
Moreover, according to Garbes et al., (2022), when advertisements are
offered through social media, customers show greater interest in them. A certain
set of products and services are what motivate people. Aside from the social and
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cognitive benefits, viewers binge watch because of the effective marketing and
publicity. Customers may be more influenced by their emotions if they can identify
with the content's intended feelings. Contrarily, informativeness appeals to some
consumers in a way that results in content being given as such regardless of
whether it elicits an emotional approach. Advertising creativity consists of a variety
of factors, including the originality and adaptability of the material as well as the
creative value and content synthesis that are intended to draw viewers and content
consumers.
According to Trinidad & Lacap, (2021) on their study about satisfaction and
loyalty of online shopper in Angeles City, Philippines, the overall customer
satisfaction was found to be 3.172, which translates to "agree" for the supplied
factors such as online shop accessibility, product information, payment and price,
speed and delivery, safety and security. The mean of overall customer loyalty is
3.253, which is interpreted as "agreeing for" the following: (1) telling positive things
about the preferred online store provided by their respective preferred online shop;
(2) recommending the preferred online store to their family, relatives, and friends;
and (3) repurchasing using the preferred online store.
Similar research study made by Rabo and Ang (2018) explore the
determinants of customer satisfaction in a Philippine digital retail chain using factor
analysis and aid retail managers and decision makers with valuable knowledge on
customer satisfaction to improve company performance. In their study, they

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gathered 110 customers of a Philippine retail chain, this study showed that the
determinants of customer satisfaction can be classified into three main factors,
namely: quality and quantity of goods and services offered, customer experience,
and value for money. It concluded in the study that satisfied customers would likely
repurchase and influence customer loyalty, thus understanding customer
satisfaction can provide organizations with information to streamline their
operations. It was also recommended to retail managers and decision makers to
focus on the quality and quantity of goods and services offered, customer
experience, and value for money in order to improve customer satisfaction and
ultimately its company performance.
According to Noort et al., (2018), engagement with social media and social
media advertising: the differentiating role of platform type. Users' engagement with
Facebook, YouTube, Twitter and Instagram is mapped, as well as their interactions
with and opinions of the advertising that appears on these sites. demonstrate that
interaction is very context-specific; it includes a variety of experiences on each
social media site, allowing for a distinctive user experience on each. Additionally,
the experiences associated with advertising evaluations vary depending on the
platform. It is further demonstrated that the relationship between social media
participation and advertising assessments depends heavily on one's interaction
with social media advertising.

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Synthesis of Related Literature and Studies
Social media advertisements have become a crucial tool for marketers to
influence potential customers and consumers. Traditional advertising methods
have been replaced by social media advertising due to the rise of technology and
the internet. While social media advertising has its pros and cons, it is now
considered the best way of promoting products and satisfying customers.
According to Yasmeen and Khalid (2016), advertising uses a variety of
approaches to promote ideas and is more enticing to customers. It is one of the
most crucial marketing communication tools that reaches out to potential
customers, informs them, and influences their satisfaction and decision to use the
institutions offering. Online advertising is the most used method by marketers
because much of the audience spends most of their significant amount of time
online and frequently discovers products through posts on social media.
Customer satisfaction is significantly influenced by online advertising, as it
is viewed as a point of contact between customers and the business from which
they purchase their goods. Nwokha and Ngirika (2018) found that online
advertising is a significant factor in determining customer satisfaction. Advertising
is essential in this day and age, and people are subjected to a wide range of
advertising media in various formats and channels every day, particularly through
social media. Thus, digital traditional advertising should be more effective (T.C
(N.D.).
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Aldovino et al. (2022) noted that due to Generation Z’s growing preference
for internet-based communication, television as a marketing communication
medium is becoming less popular. Social media platforms and social media
influencers play a vital role in the advertising industry, as customers frequently
discover advertisements of products and services on platforms such as Facebook,
Instagram, TikTok, YouTube, and other similar platforms.
Overall, customer satisfaction varies based on the performance and quality
of social media advertising and the value of the offerings being promoted. Social
media advertising is now considered the best and fastest way of giving information
and offerings to gain potential customers and consumers.

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Chapter 3
RESEARCH METHODOLGY
This chapter describes the Method of research design, the respondents of
the study, the instrument used, data gathering procedures and statistical treatment
of data.
Research Method Used
This study entailed a method of quantitative research with utilization of
descriptive research design. This research design is used to determine the level
of satisfaction of ABM Students with the social media platforms advertisement. It
is an example of a study which needs description, explanation, and validation of
the data. The descriptive research design entails collecting data using a variety of
qualitative and quantitative research methods to accurately describe a research
problem (Vetter, 2021). Similarly, Bhattacharya (2020) defined descriptive
research as a research design in which data is collected qualitatively and analyzed
quantitatively. In this study, the researchers used the descriptive design to analyze
the data through quantitative method.
Population and Sample Size
The target population of this study were Senior High School ABM students
of Sacred Heart Academy. The researchers chose the Accountancy, Business,

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and Management (ABM) strand because they are related to the business and have
sufficient knowledge of it due to their ability to examine it. Unlike to other strands
that focused on certain subjects, ABM provides more access to courses such as
accounting and business. A survey was conducted at Sacred Heart Academy.
Which is located at Dr. Teofilo Santiago Street, Barangay Poblacion, Sta Maria
Bulacan.
Due to time and accessibility limitations, the researchers used Slovin’s
Formula to decide on the ideal sample size. A sample size of 126 students was
selected from the population of 184 in order to accurately represent the population
with 5% margin of error.
𝑵
𝒏=
𝟏 + 𝑵ⅇ𝟐
Whereas:
n = no. of samples
N = Total population
e= no. of margin of error
To get sample size, the formula is used as follows:
184
𝑛=
1 + 184(.05)2
𝑛 = 126
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The sample for the study under consideration was created using the Simple
random sampling method. This method, which falls under the category of
probability sampling techniques, selects sample members based on roulette
selection. Subjects were included in the study because they happened to be in a
right place at the right time to constitute a convenient sample. Using this technique,
each sample had the same chance as other samples of being chosen to represent
an entire population, resulting in unbiased data collection and unbiased opinion.
Description of the Respondents
The respondents of this study were the Grade 11 and Grade 12
Accountancy, Business, and Management students at Sacred Heart Academy of
Bulacan. In the study entitled, "Level of satisfaction in Social Media Platforms
advertisement of ABM students in Sacred Heart Academy of Bulacan," the
respondents that are needed are ABM students of Sacred Heart Academy.
Moreover, to know that the respondents are ABM students, the researchers had a
description of where the respondents came from. The respondents were from
Grade 11 and Grade 12 Section Aboitiz, Ayala, Bill Gates and Steve Jobs, those
were the sections of the respondents who truly answered the questionnaire of this
study.
Accountancy, Business and Management students were the chosen
respondents of this study, according to the researchers they were capable to

30
answers the questionnaires that the researchers make. Since it's all about online
advertisement and it also all about their strand. The researchers chose them
because they have enough knowledge to answer the problem posed in the study.
In this study, researchers needed ABM students to respond and to answer
the survey questionnaires.
Research Instrument
This study used a quantitative type of research. The research study’s
Instrument was a survey questionnaire.
Part 1 of the questionnaire was about the personal profile of the
respondents in terms of name, grade level and their section, which are all optional.
Part 2 of the questionnaire was about the respondents’ level of satisfaction
with different social media platforms and its advertisement features e.g. (graphics)
The researchers adapted and modified two questionnaires: Measuring
Students satisfaction from the student outcomes survey (Peter Fieger, 2012) and
Students level of satisfaction of the senior high school/ SHS Program of Surigao
Del Sur University (Arpilleda,2017).
The researchers modified some items to match the questions raised in the
statement of the problem of the research study. The research instrument sought
to determine the level of satisfaction of selected ABM respondents to social media

31
platforms advertisements. The second part of the questionnaire which consists of
Twenty-one (21) items will be score using a Likert scale ranging from: Very
Satisfied (5), Satisfied (4), Neither Satisfied nor Dissatisfied (3), Dissatisfied (2),
Very Dissatisfied (1).Using this questionnaire, the researchers will obtain the
needed information to determine the level of satisfaction of ABM students with
social media platforms advertisements.
Data Gathering Procedure
After modifying and adapting the instrument, the researchers obtained
permission from Ms. Angelica Francisco, Inquiry, Investigation, and Immersion
adviser, and from Dr. William D.C. Enriquez, Ph.D., the Principal of Sacred Heart
Academy to perform descriptive, adopted survey questionnaires.
The researchers gathered information through a survey questionnaire that
was answered by both Grade 11 and 12 ABM students of Sacred Heart Academy.
The survey will take place face to face on the month of March-April by the use of
printed survey questionnaires. To get a hundred percent retrieval of the survey
forms, the researchers distributed the questionnaires with the help of the class
captains of each section. The researchers made a letter of approval before
conducting a survey. The researchers used sampling to get sample of the student
to gather the data. After that, the researchers interpreted and analyzed data.
32
Statistical Treatment of Data
The data that were gathered through the questionnaires were analyzed
using the following statistical tools:
1. Percentage. Used to show the frequency and percentage distribution of
the profile of the respondents.
0⁄ = 𝑓 𝑋100
0 𝑁
Where:
% = Percentage
f = Frequency
N = Total number of Respondents
100 is a constant value
2. Weighted Mean. Used to determine the Level of Satisfaction Of the
respondents.
∑𝒙
̅=
𝒙
𝒏
Where:
𝑥̅ = weighted Mean
∑𝑥 = Summation of the frequency
𝑛 = total no. of respondents

33
3. The Five point Likert Scale
Table 1.
Scale Score Range Verbal

Interpretation
5 4.21-5.00 Very Satisfied
4 3.41-4.20 Satisfied
3 2.61-3.40 Neither Satisfied nor

Dissatisfied
2 1.81-2.60 Dissatisfied
1 1.00-1.80 Very Dissatisfied

34
Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presents the analysis and interpretation of data gathered from
the foregoing study which aimed to determine the level of satisfaction of ABM
students with online advertisements. The data found in this chapter are arranged
according to the problems treated in this study.
I. Level of Satisfaction of ABM students in Social Media Platforms
Advertisement
1.1 Facebook
Table 2
Statements Weighted Verbal

Mean Interpretation
Neither
1. The advertisements appear on Satisfied nor
3.37
Facebook
Dissatisfied
1.1 The graphics of online
3.51 Satisfied
advertisements that appear on
Facebook
1.2 The fonts of online Neither
advertisements that appear on 3.34 Satisfied nor
Facebook Dissatisfied
1.3 The details about the
product/service of online
3.62 Satisfied
advertisement that appears on
Facebook
35
1.4 The flexibility and convenience 3.73 Satisfied

of the online advertisement
General Assessment 3.51 Satisfied
Computed Weighted Mean and Verbal Interpretation of Respondents
Satisfaction to Facebook Advertisements
Table 2 shows the computed weighted mean and verbal interpretation of
respondent’s satisfaction with Facebook advertisements.
As shown on the table, advertisements that appear on Facebook gave
respondents a verbal interpretation of “Neither Satisfied nor Dissatisfied” and a
weighted mean of 3.37. While respondent’s Satisfaction with Facebook
advertisement’s features, Item no 1.4 got the highest level of satisfaction among
the four features that gained 3.37 and a verbal interpretation of “Satisfied”, followed
by item no. 1.3 gained 3.62 in weighted mean and a verbal interpretation of
“Satisfied”, third on the list is item no. 1.1 gained a weighted mean of 3.51 and a
verbal interpretation of “Satisfied”, and the least is item no. 1.2 that gained a verbal
interpretation of “Neither satisfied nor Dissatisfied” and a weighted mean of 3.34.
This table has a general assessment of 3.51 as a weighted mean and a
verbal interpretation of “Satisfied”. The respondents answered “Satisfied” in most
of the items.
36
1.2 Instagram
Table 3

Mean Interpretation
2. The advertisements appear on 3.65 Satisfied
Instagram
2.1 The graphics of online
3.63 Satisfied
Instagram
2.2 The fonts of online advertisements 3.60 Satisfied
that appear on Instagram
product/service of online 3.70 Satisfied
Instagram
2.4 The flexibility and convenience of 3.67 Satisfied
online advertisement
GENERAL ASSESSMENT 3.80 Satisfied
Satisfaction to Instagram Advertisements
Respondent’s satisfaction with Instagram advertisements.
As shown on the table, advertisements that appear on Instagram gave
respondents a verbal interpretation of “Satisfied” and a weighted mean of 3.65.
While respondent’s Satisfaction with Instagram advertisement’s features, item no
2.3 got the highest level of satisfaction among the four features that gained 3.70
37
and a verbal interpretation of “Satisfied”, followed by item no. 2.4 gained 3.67 in
weighted mean and a verbal interpretation of “Satisfied”, third on the list is item no.
2.1 gained a weighted mean of 3.63 and a verbal interpretation of “Satisfied”, and
the least is item no. 2.2 that gained a verbal interpretation of “Satisfied” and a
weighted mean of 3.60.
This table has a general assessment and computed-weighted mean of 3.65
and a verbal interpretation of “Satisfied”. The respondents answered “Satisfied” in
most of the items.
1.3 Tiktok
Table 4

Mean Interpretation
Tiktok
3.1 The graphics of online 3.89 Satisfied
advertisement that appear on Tiktok
3.2 The fonts of online advertisement 3.62 Satisfied
that appear on Tiktok
3.78 Satisfied
product/service of online advertisement
that appear on Tiktok
3.4 The flexibility and convenience of 3.90 Satisfied
the online advertisement
3.80 Satisfied
GENERAL ASSESSMENT
Satisfaction to Tiktok Advertisements

38
Respondent’s satisfaction towards Tiktok advertisements.
As shown on the table, Aadvertisements that appear on Tiktok gave
While respondent’s Satisfaction with Tiktok advertisement’s features, item no 3.4
got the highest level of satisfaction among the four features that gained 3.90
This table has a general assessment and computed-weighted mean of 3.65
and a verbal interpretation of “Satisfied”. The respondents answered “Satisfied” in
most of the items.
1.4 YouTube
Table 5

Mean Interpretation
YouTube
4.1 The graphics of online Satisfied
3.57
YouTube
39
4.2 The fonts of online

3.58 Satisfied
YouTube
product/service of online 3.70 Satisfied
YouTube
4.4 The flexibility and Convenience 3.80 Satisfied
of online advertisement
GENERAL ASSESSMENT 3.65 Satisfied
Satisfaction to YouTube Advertisements
Table 5 shows the computed-weighted mean and verbal interpretation of
Respondent’s satisfaction towards YouTube advertisements.
As shown on the table, advertisements that appears on YouTube gave
While respondent’s Satisfaction with YouTube advertisement’s features, item no
4.4 got the highest level of satisfaction among the four features that gained 3.80

40
This table has a general assessment and computed-weighted mean of
3.65 and a verbal interpretation of “Satisfied”.
The distribution of responses shows that 50% of the respondents rated
the advertisements as "satisfied" and 27% rated them as "very satisfied," indicating
a positive overall perception of the ads. Only a small percentage of respondents
(3%) reported being very dissatisfied, and 4% were dissatisfied. Therefore, the
verbal interpretation of the result is "satisfied," indicating that the majority of
respondents had a positive perception of the advertisements on social media
platforms.
II. Social Media Platform Advertisement that Satisfies the ABM
Students the most
Table 6
Social Media Weighted RANKING Verbal

Platforms Mean Interpretation
Facebook 3.51 3 Satisfied
Instagram 3.65 2 Satisfied
TikTok 3.80 1 Satisfied
YouTube 3.65 2 Satisfied

41
Computed weighted mean, Verbal Interpretation, and Ranking of the
Respondents’ Most Satisfying Social Media Advertisements Platforms
Table 6 shows, Tiktok got the highest weighted mean of 3.80 and rank as
first most satisfying social media advertisement platform according to the
respondents. Instagram got the second highest weighted mean of 3.65 and rank
as second most satisfying social media advertisement platform, and same position
with YouTube that gained a weighted mean of 3.65. The third most satisfying social
media marketing platform is Facebook with 3.51 weighted mean and the least
social media advertisement platform that satisfies the respondents.
The study aimed to determine which social media platform's
advertisements satisfy ABM students the most. Based on the mean ratings
obtained from the survey, the results indicate that all four social media platforms
(Facebook, Instagram, Tiktok, and YouTube) received relatively high mean
ratings, with a range from 3.51 to 3.80. The verbal interpretation for each platform's
mean rating is "Satisfied," indicating that respondents had a generally positive
perception of the advertisements displayed on all four social media platforms.
However, among the four social media platforms, Tiktok received the
highest mean rating of 3.80, followed by Instagram and YouTube with a mean
rating of 3.65 each, and Facebook with the lowest mean rating of 3.51.
Therefore, Tiktok is the social media platform that shows advertisements
that satisfy the ABM students the most.

42
Chapter 5
SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS
This chapter presents the brief description about the study’s concept, the
findings, the conclusion drawn from the results, and the recommendations
formulated by the researchers.
Summary
The study focuses on determining the Level of satisfaction of
Accountancy, Business, and Management students of Sacred Heart Academy of
Sta. Maria, Bulacan. The researchers used a descriptive design and Simple
Random Sampling. The researchers used a questionnaire form for data collection.
Statistical treatment used are percentage and weighted mean.
The results of the findings show that in social media platform, Instagram
satisfies the respondents most especially in terms of convenience and flexibility
and details of products/services that are being advertised. Most of the respondents
are satisfied with the Social Media Advertisement as an online advertisement
channel. The findings also show that the level of satisfaction of Accountancy,
Business and Management students towards online advertisement is averagely
satisfied.
43
Findings
The Findings of the study were summarized according to the statement of the
problems stated in Chapter 1.
1. Based on the Responses of ABM students, on average, respondents were
Satisfied with the Advertisements appearing on social media platforms most
especially with the features of advertisement. Specifically, the Flexibility and
convenience also the details of the product that is advertised. The distribution of
responses shows that 50% of the respondents rated the advertisements as
"satisfied" and 27% rated them as "very satisfied," indicating a positive overall
perception of the ads. Only a small percentage of respondents (3%) reported being
very dissatisfied, and 4% were dissatisfied. Therefore, the verbal interpretation of
the result is "satisfied," indicating that majority of respondents had a positive
perception of the advertisements on social media platforms.
2. The weighted mean ranking of Gr. 11 and Gr. 12 ABM respondents’ most
satisfying Social Media Platform that shows Advertisement. According to the
respondents, Instagram is considered the most satisfying social media platform for
advertisement with a weighted mean of 3.80 which has a verbal interpretation of
“Satisfied”. Tiktok and YouTube are also considered satisfying platforms for
advertisements, with both having a weighted mean of 3.65 and a verbal
interpretation of “Satisfied”. On the other hand, Facebook is the least satisfying

44
platform among the four, with a weighted mean of 3.50 and a verbal interpretation
of “Satisfied”. These results suggest that the students find Instagram to be the most
satisfying platform for advertisement among the four social media platforms listed.
Conclusions
Based on the indicated findings, the following conclusions were drawn.
Based on the findings of the study, the researchers conclude that Tiktok is
the most satisfying social media platform for advertisements among Grade 11 and
12 ABM students, followed closely by Instagram and YouTube, while Facebook is
the least satisfying among the four platforms. These conclusions are drawn from
the gathered data and information, including the weighted mean scores and verbal
interpretations of the responses from ABM students. The researchers' findings
contribute to the understanding of ABM students' preferences and perceptions
towards online advertisements and can inform marketing strategies targeted
toward this audience.
The results of this study also highlight the importance of considering the
specific social media platforms and their designs, graphics etc. that are most
effective in reaching and engaging ABM students with advertisements. Instagram,
TikTok, and YouTube were found to be more satisfying platforms compared to
Facebook, indicating that ABM students may have different preferences and
experiences on various social media platforms. This information can be valuable

45
for marketers and advertisers to optimize their efforts and allocate resources
strategically on platforms that are most likely to resonate with ABM students.
The findings indicate that ABM students, in general, reported an average
level of satisfaction with social media platforms advertisements, with the majority
of them being either satisfied or very satisfied.
In conclusion, this study provides valuable insights into the most satisfying
social media platform for advertisements among ABM students, as well as their
level of satisfaction with different social media platforms. The findings contribute
to the existing literature and can guide marketers and advertising in developing
effective strategies to engage ABM students through online advertisements.
Further research in this area can continue to explore the evolving preferences and
behaviors of ABM students in the dynamic landscape of social media and online
advertising.
The satisfaction of ABM students with online advertising is positively
average. The study's findings revealed a relatively good link between the
respondents' satisfaction, as a sign of how online advertisement satisfied the
consumer. As a result, it supports the efficacy of the marketing tool that can most
likely be created by the satisfaction of consumers in online advertisements. There
was also a relatively favorable association between user satisfaction, which makes
sense given that consumers typically compare their comments to prior experiences
and perceptions. It was also shown that the frequency of satisfaction in the social
media platforms advertisements had a moderate positive with ABM students’

46
satisfaction since most of them spend the most time on social media. Based on
the investigation researcher discovered a 3% dissatisfaction due to the reason
some of the consumers get confused, they come to understand that the information
provided in the advertisement was false and that the actual product was very
different from it. People become less trusting in advertising as a result of poor
presentation. Overall, there was a statistically significant positive association
between the Satisfaction of ABM students in social media platforms
advertisements with an average and positive rate of ABM students' satisfaction
with advertisements appearing on social media platforms.
Recommendation
Based on the findings and conclusions drawn from this research analysis,
and data collection on Level of satisfaction in social media platforms
advertisements of ABM students in Sacred Heart Academy, the following
recommendations can be made:
1. Based on the positive feedback from ABM students regarding online
advertisements on social media platforms such as Facebook, Instagram, TikTok,
and YouTube, it is recommended for businesses and advertisers to continue
utilizing these platforms for their online advertising campaigns, as they have shown
to be effective in reaching and satisfying ABM students as a target audience.

47
2. To meet the information needs of ABM students, it is recommended that
advertisers ensure that their online advertisements include comprehensive and
accurate details about their product/service. This can help build trust and
confidence among ABM students and enhance their satisfaction with the
advertisements.
3. It is recommended for advertisers to create user-friendly and easily accessible
online advertisements on social media platforms, incorporating clickable links or
buttons for more information or purchase options to enhance convenience and
ease of use for ABM students.
4. Regularly monitoring and analyzing the performance of online advertisements
on social media platforms, and actively seeking feedback from ABM students and
other target audience.

48
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1

SACRED HEART ACADEMY OF STA. MARIA (BULACAN), INC.

THE PROBLEM AND ITS BACKGROUND

of everyone (Aging inplace.org, 2022). Technology is expanding worldwide, and

communication but it also acts as a vehicle for spread of advertising messages.

of earned media, but paid advertising continues to be crucial in this regard

(Maldberger & Kraemmer , 2019).

According to Hanif and Asgher (2018), an online advertisement shows

various platforms such as Email, YouTube, Facebook, Instagram, and other

advertisement-supporting websites. When the media reached its peak,

communication networks revolutionized the commercial landscape of advertising,

such as design, quality, duration, or location of an advertisement might alter its

SACRED HEART ACADEMY OF STA. MARIA (BULACAN), INC.

effectiveness. The experts determined that such an appealing form of marketing

assists a company in maintaining its market position.

loyalty. As a result, it aids in the prediction of business growth and income.

Customer satisfaction, according to Nunan et al. (2018), is a cumulative attitude

feeling that can be directly gauged. Customer happiness is directly proportional to

a company's profitability. Customers may be satisfied by a variety of variables,

such as product design or product advertising.

social media platforms advertisements.

SACRED HEART ACADEMY OF STA. MARIA (BULACAN), INC.

Background of the study

evaluate the role of technology in their operations, marketing, and sales

also other marketing strategy, according to Nwokah and Ngirika (2017).

Social media platform advertisement is a fantastic strategy to expand your

2021). According to Hanif and Ashger (2018), an online advertisement depicts

platforms like Facebook, Instagram, Youtube, and advertisement-supporting

satisfaction of ABM students of Sacred Heart Academy of Bulacan with Online

SACRED HEART ACADEMY OF STA. MARIA (BULACAN), INC.

the level of satisfaction of the Sacred Heart Academy’s Accountancy, Business,

media platforms advertisements.

The Technology Acceptance Model (TAM) developed by Davis (1989)

provides a valuable theoretical framework for understanding the level of

satisfaction in social media platforms advertisements ABM students. According to

technology: perceived usefulness and perceived ease of use. Perceived

In the context of social media platforms advertisement, the TAM can be

different advertisements. When students perceive an advertisement as being

SACRED HEART ACADEMY OF STA. MARIA (BULACAN), INC.

Furthermore, researchers can also use observation methods to assess the

students' attention, concentration, and engagement levels, and use these

measurements as indicators of the level of satisfaction experienced by the

In conclusion, the Technology Acceptance Model (TAM) developed by

of satisfaction in online advertisement of ABM students. By understanding how

students perceive the usefulness and ease of use of an advertisement,

SACRED HEART ACADEMY OF STA. MARIA (BULACAN), INC.

Figure 1: Research Paradigm

In this specific case, the conceptual framework includes grade 11 and 12

of satisfaction in social media platform advertisement of ABM (Accountancy,

Business, and Management) students in Sacred Heart Academy Bulacan.

SACRED HEART ACADEMY OF STA. MARIA (BULACAN), INC.

questionnaire. The printed survey will be distributed to students in the classroom

platform advertisements for the ABM program.

efforts for the ABM program.

Overall, the conceptual framework provides a clear and concise

that is meaningful and relevant to the research question.

SACRED HEART ACADEMY OF STA. MARIA (BULACAN), INC.

Statement of the Problem

This study aims to determine the Level of Satisfaction of Sacred Heart

Academy Accountancy, Business, and Management (ABM) Students with Social

Media Platform Advertisements.

Specifically, it sought to answer the following questions: