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Perceptions of

Students Towards
Social Media
Marketing
DIMDAM REINN MADELINE F.
LICARDO HANNAH ROSE F.
12 THOMAS COOK
Introduction

 Social media marketing is the use of social media platforms and websites to
promote a product or service. Although the terms e-marketing and digital
marketing are still dominant in academia, social media marketing is becoming
more popular for both practitioners and researchers.
 There are four social media that is usually used in social media marketing. 1.
According to Megan Marrs, Facebook can be used advertising with Facebook
ads. These classic ads are referred to more specifically as Marketplace Ads. 2.
Instagram can be used as social media marketing by using hashtags that will
many people can see and advertising to a targeted audience that gives
attention. 3. Twitter know your target consumer and create a great content 4.
YouTube has a wider reach and has many users that spend many hours to watch
videos
Introduction
Research Questions

This study is conducted to know the perspective of students to social media marketing, it aims to
answer the following questions:
 In what way can a student benefit the most from using social media marketing?
 What are the students’ perception towards social media marketing?
In terms of:
• Age
• Social Influence
• Gender
 What kind of social media do students prefer for social media marketing?
• Facebook
• Instagram
• Twitter
• YouTube
RRL

 In this Digital Age, everyone seems to make his or her presence felt in the virtual world

the way of communication has changed with the evolution of social media, and every

business irrespective of its size has presence on it. The emergence of social media has

allowed various industries and companies to create a community centered on their brands

while developing and nurturing trusting relationships (Barr & Weiss, 2012). According to

Francisco (2016) Social media marketing, the attempt to use social media to make products

or services known and more meaningful to consumers, is used by brands for strengthened

brand recognition, brand loyalty, and conversion.


RRL

 Based on a local study, consumer perception is formed by the online environment

wherein information about the shop and products that are to be purchased, and the

situation when shopping like searching for merchandise is at ease (Mahinay et al., 2016).

Results showed that bloggers are essentially influencing consumer behavior by building

relationships with their followers and blog marketing has been a rapidly growing marketing

tool (Cancio, J. M. 2009). According to Ilagan (2013) in academics, people see the negative

effects of social media and how it is becoming a bad influence to students.


METHODS
 The study will be conducted in St. Dominic College of Asia. St. Dominic College of
Asia is located at Emilio Aguinaldo Hi-way, Bacoor, 4102 Cavite. It traces its roots with
the establishment of the St. Dominic Medical Center (SDMC) in 1991 by founders Don
Gregorio and Doña Dominga Andaman
 The research instrument used by the researchers in this study would be a survey
questionnaire divided into two parts: The first part of the questionnaire is the
demographic data of the respondents which includes their name, age, and strand;
and the second part is the questions answerable using Likert Scale Method. It
measures the quantifiable data of their response regarding the questions given to
them through the survey-questionnaire
 In this study, Simple random sampling is the technique that will be using to randomly
pick 30 students from Grade 11 ABM and 30 students from Grade 12 ABM in St.
Dominic College of Asia.
The General Outlook of Students Mean Interpret
RESULTS
ation
The General Outlook of Students towards Social Media Marketing
I have wide variety choices of products. 3.53 Strongly Businesses are effective through their marketing 3.37 Agree

Agree campaigns, online ads, etc. they use.


The products I have been using online is not the same as the 2.67 Agree
Online ads are more appealing than ordinary ads. 2.77 Agree
actual.
It increases the popularity of the brand. 3.3 Agree
I think that social media marketing has better customer 2.7 Agree
Connecting with consumers who are interested in 3.2 Agree
satisfaction.
buying online is easier because of social media
Buying products have made easier because of online 3.17 Agree
marketing.
advertisement.
I prefer using Facebook in social media marketing. 2.97 Agree
Social media marketing made shopping easier. 3.43 Agree

Social media marketing is more effective than any traditional 2.77 Agree I prefer using Twitter in social media marketing. 2.4 Disagre

marketing. e

It serves as a marketing tool for business in the near future. 3.3 Agree I prefer using YouTube in social media marketing. 3 Agree

I prefer using Instagram in social media marketing. 3.1 Agree


Social media marketing is a part of my day-to-day basis. 2.7 Agree
I use each of these social media applications on my 3.23 Agree

It increases brand awareness which is cost-efficient. 3.13 Agree everyday life.

It has risk of unwanted or inappropriate behavior on your site 3.07 Agree Social media tools help me find more content to share. 3.37 Agree
including bullying and harassment.
Composite Mean 3.04 Agree
I am convinced by social media influencers to buy products. 2.7 Agree
AGE

20-above
3%

16-17
18-19
54%
43%

16-17 18-19 20-above


GENDER

Male
40%

Female
60%

Male Female
YEAR LEVEL

Grade 11
37%

Grade 12
63%

Grade 11 Grade 12
Statement # 1: I have wide variety choices of products.
The table shows the frequency of the respondents who
answered strongly agree, agree, disagree and strongly disagree.
According to the table, 60% answered strongly agree while the 40%
answered agree to the given question.
FREQUENCY PERCENTAGE

STRONGLY AGREE 18 60%

AGREE 12 40%

DISAGREE 0 0%

STRONGLY DISAGREE 0 0%
Statement # 2: The products I have been using online is not the same
as the actual.
The table shows the frequency of the respondents who
answered strongly agree, agree, disagree and strongly disagree. It
shows that 50% of the students answered agree while 3 students
answered strongly agree which is 10% of the population.
FREQUENCY PERCENTAGE

STRONGLY AGREE 4 13.33%

AGREE 15 50%

DISAGREE 8 26.67%

STRONGLY DISAGREE 3 10%


Statement # 3: I think that social media marketing has better
customer satisfaction.
The table shows the frequency of the respondents who
answered strongly agree, agree, disagree and strongly disagree.
56.67% of the population agreed on the statement while 6.67% was
strongly agree and disagree.
FREQUENCY PERCENTAGE

STRONGLY AGREE 2 6.67%

AGREE 17 56.67%

DISAGREE 2 6.67%

STRONGLY DISAGREE 0 0%
Statement # 4: Buying products have made easier because of
online advertisement.
The table shows the frequency of the respondents who
answered strongly agree, agree, disagree and strongly disagree. It
shows that 70% of the population answered agree then 6.67%
answered disagree.
FREQUENCY PERCENTAGE

STRONGLY AGREE 7 23.33%

AGREE 21 70%

DISAGREE 2 6.67%

STRONGLY DISAGREE 0 0%
Statement # 5: Social media marketing made shopping easier.
The table shows that 50% of the population answered strongly agree
while 43.33% answered agree when it comes to social media marketing,
shopping is trouble-free.

FREQUENCY PERCENTAGE

STRONGLY AGREE 15 50%

AGREE 13 43.33%

DISAGREE 2 6.67%

STRONGLY DISAGREE 0 0%
DISCUSSION

 Based on the conducted survey, students benefit the most from


social media marketing is by having wide variety choices of
products. Having a huge range of options can build high value
and loyal customers and affect the way people make
purchasing decisions.
 When it comes to social influence, social media influencers
have the most impact to students as proven based on the study
conducted by (Cancio, J. M. 2009), bloggers are highly
influencing consumer behavior by building relationships with
their followers.
REFERENCES:
 ABU BASHAR, IRSHAD AHMAD, MOHAMMAD WASIQ (2012) Effectiveness of Social Media as a Marketing Tool.
Retrieved from
https://www.researchgate.net/publication/281676030_EFFECTIVENESS_OFSOCIAL_MEDIA_AS_A_MARKETING_TOOL_
AN_EMPIRICAL_STUDY
 Baer, J. (2013) Social media strategy Retrieved from http://www.convinceandconvert.com/web-site-
strategy/7-critical-elements-of- your-social-media-strategy
 Bamini KPD Balakrishnan, Mohd Irwan Dahnil & Wong Jiunn Yi (2014) The Impact of Social Media Marketing Medium
Toward Purchase Intention and Brand Loyalty Among Generation Y. Retrieved from https://ac.els-
cdn.com/S1877042814039366/1-s2.0S1877042814039366- main.pdf?_tid=ba035eeb-5f67-4746-
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 Celine Arca (2012) Social Media Marketing benefits for businesses how should every business create and develop
its Social Media Sites? Retrieved from
http://vbn.aau.dk/ws/files/63562608/CelineArca_MScInternationalMarketing_MasterThesis2012.pdf
 Celine Bernadette Francisco (2016) Social Media Marketing in Fast Food Chains: Benefits’ Role in increasing brand
community participation and its influence on brand trust and brand commitment. Retrieved from
http://www.academia.edu/23714755/SOCIAL_MEDIA_MARKETING_IN_FAST_FOOD_CHAINS_BENEFITS_ROLE_IN_INCR
EASING_BRAND_COMMUNITY_PARTICIPATION_AND_ITS_INFLUENCE_ON_BRAND_TRUST_AND_BRAND_COMMITMENT
 Curtis Foremen. May 3 2018. How to create a Twitter marketing strategy. Retrieved from
https://blog.hootsuite.com/twitter-marketing/
 Ferdinand Ilagan (2013) An Analysis on the impact of Social Media on College Students Academic Performance.
Retrieved from
http://www.academia.edu/4418324/An_Analysis_on_the_impact_of_Social_Media_on_College_Students_Academ
ic_Performance