Working Title:

Effectiveness of Social Media Marketing to Online Consumers in Children of

Fatima School Incorporated Senior High School Mabiga

By:

Baniaga, Mikel Dylan N.

Capid, Eirene Abbie L.

Madriaga, Jennilyn O.

Malit, Adrean John A.

Manalo, Valerie E.

Pascua, Leanne Michaela V.

Quinto, Francine C.

Ramos, Lawrenz E.

Rosales, Elyzah M.

Sacatani, Arianne Jonah C.

Serrano, Jelly A.

12 ABM Valix (Group 5)

 Chapter 1

THE PROBLEM AND ITS BACKGROUND

Background of the study

Social media is an online platform that allows users to create and share content,

serving as a marketplace for buyers and sellers to engage in various interactions.

Social media marketing involves using platforms to engage customers by lowering

prices, fostering personal connections, and exchanging offers. (Yong W et. al., 2019).

Social media has significantly influenced consumer communication and marketing,

with over 3 billion global internet users accessing online communities, blogs, and

social network sites to discover new products and trends and share product reviews

with fellow consumers (Mortazavi et al., 2014). Social networking sites like Facebook

Messenger enable companies to communicate interactively with customers, providing

personalized customer service and answering questions. Research shows that social

media advertising is economical, especially for small businesses. It is crucial for small

retailers to engage with customers more deeply than just following and liking them

for a strategic approach. Businesses can use social media to reach a segmented target

market and attract new clients. (Anne Valerie C et al., 2022). Social media

interactions enable companies to understand customer attitudes towards their

products, positively impacting purchase decisions. Maintaining interpersonal

connectivity between online users provides benefits like social support, friendship,

and intimacy (Elisabeta I et al., 2010). Online consumers in the Philippines are

increasingly using e-commerce platforms for retail transactions, such as Shopee and

Lazada. The e-commerce market in the Philippines is experiencing a significant

increase, with a projected growth rate of four times between 2019 and 2025.

Furthermore, the Millennial and Gen Z demographics comprise the greatest

proportion of internet users in the Philippines and account for the majority of online

buyers. People aged 25–34 make up over 50% of online shoppers and have the

highest income among other occupational groups (Statista, 2023).

Technology has transformed people's lives in the modern world by offering a

multitude of avenues for interpersonal communication. Businesses may include social

networking online communities in their advertising and marketing campaigns. These

give businesses the chance to educate customers about a product so they may become

more knowledgeable about it. After that, customers start to feel positive about a

product. Based on their positive perception of the product, customers may then

develop a preference for it. After that, customers grow to believe that the promoted

goods are worthwhile, and they ultimately make the purchase. Comprehending the

sequential hierarchy of effects in advertising can aid marketers in forecasting

consumer behavior, organizing their marketing approach, and creating conceptual

assignments for their business. (Mortazavi et al., 2014). The study aims to enhance

technology marketing across all business sectors, as social media is crucial for

customer revenue and equity. Companies must stay updated on emerging trends to

improve their businesses. The research's findings could aid in social media

promotions and future success, ensuring companies remain competitive in the digital

landscape (Gibson, Nya, 2018). Social media marketing effectiveness is crucial for

businesses to understand its impact, refine strategies, understand consumer behavior,

and adjust their approach. It also helps measure return on investment (ROI) and

ensures effective resource allocation. The ever-evolving nature of social media

platforms demands continuous research to stay ahead of changes and maintain a

competitive edge in the digital marketplace (Mohan, 2023). Consumer socialization

theory predicts that communication among online consumers affects their cognitive,

affective, and behavioral attitudes (Ward, 1974).

Regarding how specific social media marketing influencers encourage

consumers to make certain purchases and/or change their usual buying habits, there is

a significant lack of knowledge in the field of social media marketing. Some studies

fail to acknowledge the fact that variations in behavior between these two populations

of consumers might even influence a business's overall marketing strategy when

social media marketing is taken into consideration. Therefore, using the review of the

literature, this study also seeks to provide an understanding of the findings of the

existing research about the effects of various social media marketing factors on

student purchasing. This research provides a literature review on the effectiveness of

social media marketing for online consumers. The aim is to explore how social media

marketing has influenced consumers to buy online. According to Alano J, Albarando

T, Narea C., and Tabora D. (2022), the study investigated the impact of Facebook

marketing on the preferences of Filipino college students. Results indicated that since

the pandemic's onset, the increased use of social media, especially Facebook

marketing, has significantly influenced how Filipino consumers perceive brands.

Businesses find it easier to connect with consumers, but the transparency of online

platforms means a brand can quickly rise or fall based on feedback and reviews.

Despite potential risks, the study found that Facebook marketing generally has more

positive effects on a brand than negative ones. Several research studies have identified

gaps in the impact of social media marketing on consumer behavior. Yet there is a

need for further specific studies focusing on student online consumers. Understanding

how social media marketing influences students' purchasing decisions and behaviors

can provide valuable insights for marketers targeting this demographic. A significant
number of consumers, including students, have made purchases through social media,

which is one of the recommendations in some studies. One potential research gap is

the specific impact of different social media platforms on students' consumer

behavior. Existing studies have focused on the effectiveness of Facebook social media

marketing on Filipino college students' preferences, but there is a need to investigate

the influence of other popular platforms such as Instagram, Twitter, and TikTok. The

aim of this study is to determine the attitude and behavior of students from various

academic disciplines toward social media marketing, which remains an area for

further research. While some studies have examined the attitudes of College of

Business Administration students, there is a need to explore the perceptions and

responses of students from diverse fields of study (Nolasco et al., 2020).

Statement of the Problem

This study aims to measure the Effectiveness of Social Media Marketing to

Online Consumers in CFSI Senior High School Mabiga. Furthermore, it sought to

answer the following questions: 1. How frequent SHS students buy through social

media marketing platform?; 2. How can the effectiveness of social media platforms

used in marketing affect the consumer engagement levels of online consumers at

CFSI Senior High School Mabiga?; 3. What is the level of effectiveness of online

consumers on social media platforms among SHS students at CFSI Mabiga?

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