SOCIAL MEDIA AS THE

MEDIUM TO ADVERTISE A
BUSINESS FOR SHS IN
PRESENTED BY:
MYKA ANTOLIN SAINT GABRIEL ACADEMY
CHRISTINE MAE AGUILAR
JAYBEE DUNGAN
GERALD TAYER
ELAINE YU
> CHAPTER 1

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 INTRODUCTION
In today’s generation there are hundreds of marketing strategies
that people in a business used. These are used to promote or
advertise, but the most relevant in those strategies is the social
media advertising because with this, you can have the consistent
sales from the different types of social media platforms and social
media networks where you posted the products of yours. Social
Media advertising is one of the most stress-free that can be used to
increase your business visibility, it is also the most cost-effective
way that helps you to attain greater return on investment,

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> and also a good way for engaging, communicating and
interacting with customers, so that the customers will
find and connect with you easily. And lastly, the most
valuable advantage of it is that, you can see your
customer interest and opinions that you might not know
otherwise if you didn’t have a social media presence. In
this study we wanted to help our co-students in
advertising for the upcoming entrepreneurship and to
those students who wanted to have an extra income for
academic purposes and their daily lives

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 The main purpose of this study was to know the
advantages, disadvantages and effectiveness of this
type of strategy and for it to become a
communications tool that makes the companies
accessible to those who have no knowledge of their
products.

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 Background of the study
Within the past few years, the phenomenon of social
media on the internet has detonated into the main
stream. In the following decade with the growth of
Web 2.0 technologies and rising online
communications, communities move to begin its
largest engagement of interactions through social
media such as forums, wikis, blogs and twitter. Social
Networking Websites like Facebook, MySpace, video
hosting sites like YouTube. (Wirtz et al. 2010).
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> Promoting even small firms and business by
using the social media such as Facebook is one of
the cheaper solutions than risk spending a lot of
expenses on advertisement in other non-virtual
media. Social Media provides numerous venues
for consumers to share their view’s, preferences
or experiences with others about brand, as well
as opportunities for make decision based on
other consumer’s decisions.

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 It is allowed people to share their ideas (e.g.
Twitter), or form connection (e.g., LinkedIn), are
some of the most powerful ever devise. They can be
linked together easily and spread their favorite
brand by sharing pictures, videos, blog. (Waker,
2006). It has created opportunities for consumers
as well as marketers who have made demands for new
brands to help of comments and observation posted
by others on the social media (Chell & Baines, 2000).

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Nowaday, it is common for every business to create
a Facebook or twitter account to create and bring
their clients and customers closer, observers
speculate that its interactive nature is more than
suitable to support relationships between companies
and their consumers (Nair, 2009). Services are much
different than selling or promoting products, the
social media can be used to

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 announce new services, guidelines on how to use
these services and advertising. This paper addresses
the role of social media specially Facebook in
enhancing brand image by advertising mechanism. The
goal is to offer insights on why companies and
services should consider the use of social media as a
marketing tool to motivate customers.

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 Statement of the Problem
This study aimed to determine if the social media is effective
when used as a medium to advertise a business for SHS in Saint
Gabriel Academy. Here are the following questions to answer:
> How relevant do people used social media in advertising?
> Who commonly used the social media advertising?
> What is the most used social media networks when
advertising?
> Do you think social media advertising is effective?

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Conceptual Framework
> The research paradigm shows the
objectives and processes of this
research. The purpose if this study
is to know the impression of SGA
Students S.Y 2019-2020 about the
Social Media as a medium of
advertising
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 Figure 1 Paradigm

INPUT PROCESS OUTPUT

 Marketing  Messaging  Advantages and
Organizations Disadvantages
 Projecting
 Social Media
 Effectiveness of
Marketing  Assessing
social media
Activities  Responding
advertisement
 Questionnaires
 Maintaining
 Survey
 Stakeholders

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Assumptions of the Study
This study conducted based on the
following assumptions:

1. We will know what the

customer wants.
2. Social Media is always a
profitable venture.
3. You can guess about general
trends.
4. All customers are equal from
their payments
5. Loyalty translates to high
profitability.

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 Hypothesis of the Study

> This study will greatly improve the marketing

strategy a business, specifically the social media
advertising strategy. Furthermore, this study has
the following research hypothesis.
> The study aims to determine the effectiveness,
advantages and disadvantages of social media
when used in advertising.

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> With this kind of marketing strategy, whoever
used it will be consumed less time and hassle-
free. It is also convenient for everyone because
social media is timely and relevant in this
generation. Besides social media as a medium in
advertising is not expensive, by just having
internet connection and gadgets, this business
will work.
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 Scope and Delimitations

> The scope of this study is very wide because

there are so many companies which are being
involved in the future. Another reason that scope
of the study is so broad is that it can be
developed to include those that are not yet
connecting to social media advertising but will be
in the future.

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 A vital part of this research is that this study will
focus only on our school community. The
respondents only have chosen from the 25 students
at Saint Gabriel Academy. Therefore, the research
findings cannot be generalized to all the nationals
and professionals in the global scale.

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 Significance of the study

> The varieties of tools on social media like Facebook

provide an opportunity for small businesses to
engage with consumers through multi-way
communication on social media channels and allow
consumers to communicate with representatives of
the brand and with each other. It is important to
that companies know how the use of social media
advertising as communication
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> strategy impact positively or negatively on
consumer’s perceptions. Further research is
needed to extend this understanding of the role
of contextual factors in the virtual
communication process and the impact of social
media advertising. This study will hopefully
generate some interest and discussions on the
issue and will also serve as a basis for further
research on this subject.
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 Definition of terms

> PROFITABILITY- the degree to which a business or

activity yields profit or financial gain.
> VISIBILITY- the state of being able to see or be
seen.
> DETONATED- to explode with sudden violence.

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 DEVISE- plan or invent (a complex procedure,
system, or mechanism) by careful thought.
SPECULATE- To guess possible answers to a
question when you do not have enough information
to be certain.
FIRM- strongly felt and unlikely to change.
PARADIGM- a typical example or pattern of
something; a model

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CHAPTER 2
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 Review of Related Literature and Studies

> This chapter aims at exploring detailed

information from the past research, books and
related articles. The review of literature will
revolve around these:

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 Foreign and Literature Studies
> According to Poorter 2001, the emergence of the new information
and communication technologies, specifically the Internet and
social networks, has been changed market dynamics, threatening
the competitive positions of firms and increasing the power of
consumers from Urban, 2005. “The Internet and online-based
social media have changed consumer consumption habits by just
providing consumers with new ways of looking for, assessing and
buying goods and services” says by (Albors, Ramos, & Hervas of
2008). These developments from Thomas, 2007 influence how
consumers operate and affect marketing practices in terms of
both strategy and tactics by presenting consumer with new
challenges and difficult choices
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 On the other hand, Mangold and Faulds (2009), enables social media
firms to communicate with their customers, consumers and marketers
and also allows them to communicate with each other. Communications
between firms and their customers will help to build a brand loyalty
beyond traditional methods that is according to Jackson, 2011;
Kaplan & Haenlein of 2010 which concede to the promotion of
products and services as well as the setting up of online communities
of brand followers (Kaplan & Haenlein, 2010). Furthermore, from
Gunelius, 2011 says that “conversations between customers provide
firms with new means of increasing brand awareness, brand
recognition, and brand recall”.

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 Researchers such as Castronovo and Huang (2012) maintains
the marketing strategies involving marketing intelligence,
promotions, public relations, product and customer
management, and marketing communications should begin
exploring and leveraging social media, not only because there is
a growing interest among consumers in Internet usage, but
also due to the fact that consumers consider information
shared on social media as more reliable than information issued
directly by firms (Constantinides et al., 2010).

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 Given the limited scope of research into the
different aspects of social media, as well as their
specific significance to company marketing activities,
this article carries out a review of the literature on
social media marketing. The purpose of this article is
also to identify the fields of marketing where social
media marketing strategies have been applied and
studied, the results found, the types of research
developed, and what implications might be drawn from
these studies for both management practice and
theory.
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To the best of our knowledge, there has been no generic review
of social media marketing, and thus this article makes a
relevant contribution to this field of research. Hence, our aim
involves contributing to deepening and systemizing the study
of social media marketing by surveying the most prominent lines
of research as well as those requiring further study. In
addition, by systemizing the conclusions of various social media
marketing studies, we also deepen the knowledge firms require
in order to either take their first steps or strengthen their
recourse to social media for strategic purposes.

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 Local Literature and Studies
> According to Taylor Nelson Sofres, Social media
monitoring emerged as the “top” strategy used by
Philippine marketing people to guide their planning
process and measure the performance of brand campaign.
These findings echo the changes happening in consumer
behavior across the region. As people become more
connected via digital channels, brands are focusing on how
they can communicate with their customers in the online
spaces where they are already spending time social,” the
study showed.

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In a recent study conducted by the effective measure according to
Wazile.com with the article “Why Social Media Marketing is Important
for Businesses in the Philippines,” 83% of Filipinos respondents says that
engaging in a corporate page of social media network influenced them
to buy products they saw from a business while 72% claimed that they
are in urged to buy after seeing ads. By that, they proved. According
to Mediabistro “Social networks are vital medium for consumers. More
brands are using social media and sponsored ads will help them connect
with their target client base.” On the other hand, social media is the
best way to start, it is cost-effective and there are quick results
after posting it.

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According to Patricia Besana social media is one easy way
customers can leave their feedback. Feedback allows your
business to know your strengths and weaknesses. Whether
negative or positive, your customer’s feedback helps your
business grow. Different social media platforms have also
become the go-to customer service line for most users. It is
more convenient for them and it takes just a few minutes or
hours for some businesses to respond without the actual users
leaving their home or offices. You can usually see these
feedbacks on any social media networks where users can tell if
they recommend your product or service.

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CHAPTER 3
Methodology

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 introduction
> This chapter presents the methods and techniques of the study,
the population of the study and instruments utilized to gather
such information. This chapter gives an outline of research
methods that were followed in the study. It provides information
on the participants, that is, the criteria for inclusion in the study,
who the participants were and how they were sampled. The
respondents given a questionnaire with the same set of questions
and same options or answers. The options in the questionnaire
are: strongly agree, agree, disagree, and strongly disagree with
the corresponding numerical value to calculate the weighted
mean.

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The respondents will answer the questionnaire by checking at the
items or options. Before the survey, a consent is given to each
respondent which is duly signed agreeing for keeping the
confidentiality of the identity of each respondent The researcher
describes the research design, the research approach and the case
study strategy that was chosen for the purpose of this study and the
reasons for this choice. The instrument that was used for data
collection is also described and the procedures that were followed to
carry out this study are included. The researcher also discusses the
methods used to analyze the data. Lastly, the ethical issues that
were followed in the process are also discussed.

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 Research Approach
> The research approach that was followed for the purposes of this
research was the inductive one. According to this approach,
researchers begin with specific observation, which are used to
produce generalized theories and conclusions drawn from the
research. The reasons for occupying the inductive approach was
that it takes into account the context where research effort is
active, while it is also most appropriate for small samples that
produce qualitative data. However, the main weakness of the
inductive approach is that it produces generalized theories and
conclusions based only on a small number of observations,
thereby the reliability of research results being under question.

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 Case Study Strategy
The research held with respect to the participants. This research uses mixed
method to determine the awareness and utilization of Social Media as a Medium of
Advertisement. A mixed method study is one in which the researcher incorporates
both qualitative and quantitative methods of data collection and analysis in a
single study. This type of study enables a policy researcher to understand complex
phenomena qualitatively and quantitatively as well as to explain the phenomena
through numbers, charts, and basic statistical analysis as well their opinion about
the specific question that they will answer. Also, the researchers used a
stratified random sampling to give an equally opportunity to each identified
student. The respondents answered a survey type of test to figure out the
awareness and utilization of students in the Social Media as a Medium of
Advertisement. The respondents agreed to answer the questionnaire given by the
researchers. There is no right answer to the survey because it is based on one’s
choice and preference.

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 Research Design
Phenomenology is an approach to qualitative, quantitative and
experimental research that focuses on a distinct group specifically the
similarity of experience/s they encountered. In this study, researchers
will be using survey for it is the most common and most suitable format
of data collection in a qualitative, quantitative and experimental research.
This chapter presents the method and procedure that was applied in this
study. Survey is the best method to get the most accurate data for our
research, so we decided to give them questionnaires. In this study, the
researches will be using phenomenological design which is the most
appropriate for it helps further explain or understand about the essence
of this research. By using those approach the researchers may able to
know the cause, effect, advantages and disadvantages of using social media
as a medium in advertising.
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 The Selection of the Case Study Sites
The target population for this research was the
Senior High School Students of Saint Gabriel
Academy. They were considered as the appropriate
population of this study area because they were the
one who must be prioritized, for them to be ready on
college and most of the students in Saint Gabriel
Academy has their own businesses. Also, we chose
Senior High School students as our respondents
because they have knowledge about advertising that
will help for our research to be good.
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 The Sub-unit of Analysis

> The 25 Senior High School Students of SGA will

validate the questionnaire. Some of the
respondents have their own online business and
the others are frequent costumers of a certain
online shop. Their suggestion will be incorporated
in the draft for the next stage of validation.
Their response will be tested for reliability.

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 Data Source

In this study, questionnaires were used to obtain data

relevant to the study’s objectives and research
questions. The questionnaire contains 10 questions
that is related into our topic. It is in a table form
divided into 4 columns, which is 4 (Strongly agree), 3
(Agree), 2 (Disagree), and 1 (Strongly Disagree).
Their response will be analyzed by the researchers
in order to have the Weighted Mean of each question
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Impacts: Respondents: Skills:

-Increased -Senior -Interacting

income Highschool
-Working
Students
-Conquer -Socializing
Financial
-Marketing
Problems
Strategy

Appropriateness
of Social Media
in Advertising
Social Media Advertising

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CHAPTER 4
> Interpretation
of Data

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 Data Presentation
> In order to acquire the results of the survey
about Social Media as the Medium to Advertise a
Business for SHS in Saint Gabriel Academy, the
researchers solved for the weighted mean in
order to summarize and interpret the overall
results of the survey. This table shows the
interpretation of the range.

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Value Range Description Interpretation

Respondents are strongly agreed that

Social Media is an effective way of
4 3.35-4.00 Strongly Agree advertising businesses

3 2.50 Agree Respondents agreed that Social Media is

an effective way of advertising businesses

2 1.75-2.49 Disagree Respondents disagreed that Social Media

is an effective way of advertising
businesses

1 1.00-1.75 Strongly Disagree Respondents strongly disagreed that

Social Media is an effective way of
advertising businesses

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Analysis of Data and Interpretation of Data

> To come up with the weighted mean, the

researchers made up a tally from the results
based on the survey that we designated. To find
the weighted mean:

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> 1) Multiply the numbers in your data set by the
value.
Question
4 3 2 1
Number Respondents
1 15 10 0 0 25

Question
Number Product
1 60 30 0 0

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> 2) Sum up the products then divide it to the
number of respondents (25) in order to get the
range.

Question Number Product (Summation of the Products÷ 25) Range

1 60 30 0 0 90 3.60

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 Interpretation of Data
> Total numbers of respondents in four sections.
Respondents Tally Frequency

ABM 12 IIII-III 8

STEM 12 IIII-II 7

HUMSS 12 IIII 5

GAS 12 IIII 5

Overall 25

There are Eight corresponding respondents in the ABM 12, Seven in the
STEM 12 and Five respondents each in GAS and HUMMS 12.

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Total number of respondents in each question that
we presented in survey questionnaires:

> 1) Using technology is the new way to advertise

products.
Question No. 4 3 2 1 Weighted Mean

1 15 10 0 0 3.60

Range: 4
•Most of the respondents strongly agreed that technology is a new way to
advertise products.

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 2) Social Media can be used to promote
businesses.
Question No. 4 3 2 1 Weighted Mean

2 18 7 0 0 3.72

Range: 4
> •Most of the respondents strongly agreed that
we can use social media to promote products.

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3) Using Social Media, sellers can lure more
costumers.
Question No. 4 3 2 1 Weighted Mean

3 9 16 0 0 3.36

Range: 3
•Most of the respondents agreed that social media
can lure more costumers.

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4)Giving brochures is much better than Social Media
advertising.
Question
4 3 2 1 Weighted
No.
Mean

4 3 6 16 0 2.48

Range: 2
•Most of the respondents disagreed that giving
brochures is much better than social media
advertising.

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5)Facebook is the most used social media network in
advertising a product.
Questi 4 3 2 1 Weighted

on No. Mean

5 6 13 6 0 3.00

Range: 3
•Most of the respondents agreed that facebook is
the most used social media network in advertising a
product.

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6)There are many victims of fraud because of fake
advertisements in social media.
Questi 4 3 2 1 Weighted

on No. Mean

6 15 10 0 0 3.60

Range: 4
•Most of the respondents strongly agreed that there
are many victims of fraud because of fake
advertisements in social media.

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7)Most costumers are effortlessly deceived by the
packaging of the product shown in the
advertisement.
Questi 4 3 2 1 Weighted

on No. Mean

7 10 13 1 1 3.28
Range: 4
•Most of the respondents strongly agreed that most costumers
are effortlessly deceived by the packaging of the product
shown in the advertisement.

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 8) Costumer may become lazy because instead of
looking the product personally, they will only check
the reviews of the product.
Questi 4 3 2 1 Weighted

on No. Mean

8 8 12 3 2 3.04

Range: 3
•Most of the respondents agreed that costumers may become
lazy because instead of looking the product personally, they
will only check the review of the product.

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 9)Greater exposure online has the potential to
attract risks. Risks can include negative feedback,
information leaks or hacking.
Questi 4 3 2 1 Weighted

on No. Mean

9 9 12 2 2 3.12

Range: 3
> Most of the respondents agreed that greater exposure
online has the potential to attract risks. Risks can include
negative feedback, information leaks or hacking.

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 10)Do you think that social media is effective in
terms of advertising products?
Questi 4 3 2 1 Weighted

on No. Mean

10 18 7 0 0 3.72

Range: 3
•Most of the respondents strongly agreed that social media is
effective to use in advertising.

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 CHAPTER V
Summary,
Conclusion, and
Recommendations
 Introduction
This study aims the readers to have knowledge and awareness
in advertising business in social media and other related
platforms. The researchers assume that this study will benefit
the people especially for those who spend their times in social
media and other platforms in internet such as online shopping
sites. The researchers generate this study to become as one of
the references for those who want to study, expound, and
improve this research. In this part, the researchers gave their
conclusion and recommendations of this research according to
the results acquired from the survey conducted.
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 Summary of the Study
The study is all about the trend and use of social media in
business advertisements and their effects. Most of the
business entities use the social media as platform for
advertisements for this is cost-effective and easy to catch up
market targets. The advertisements posted in social media are
easily to trend and attract costumers but sometimes, frauds
are also spreading and use this platform for the sake of
deception. This study helps the people on how to be a
responsible costumer of this kind of business trend and how to
avoid fraudulent acts by the bogus business firms or of the
sellers.
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 Summary of Findings
According to the findings of this study, more respondents
agree that the use of technology is the new way for promoting
and advertising business and their products. It is more
attractive to the possible costumers because the
advertisements can be made through a video presentation and
more creative alike. They are also agreeing that the use of this
kind of advertising is more cost-effective rather than giving
brochures or making expensive billboards that also causes
environmental issues and it is also a great help for small and
micro enterprises to promote their business.
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The common social networking site for business
advertisement is Facebook because of the number of
possible patrons or customers. There are also frauds
like fake advertisements or fake products or most
probably, scams, that causes the customer to harm
financially. Or, the customer may do irresponsible
actions such as not checking the contents of the
product and they only look at the reviews of other
customers and some of them have an intention to
deceive.
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 Conclusion
The researchers find out that the social media is the new way for
advertising a business and more attractive for the customers. The
firms or business use this to generate their income and to ease
their expenditures. The customers can easily lure by this way of
advertisements so some of them just buy the product without
verifying its quality. Because of this, some customers complaining
about the products they purchase for they have received wrong
products for example. But responsibility should be done by the
customers before purchasing any products they want to avoid some
fraudulent incidents done by the fake advertisements for example.
Still, this kind of advertisements are the trends in business society
and these are still existed or rather improve throughout the
generations and this can be a great contribution in the face of
economic trade and commerce.
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 Recommendations

This section focuses on the researcher’s suggestions

and recommendations in relation with the variables
involved in the study.
1.This study guides the people who frequently seeing
advertisement online to be responsible and check
the product’s quality before they purchase it. This
can also change the reader’s perspective about the
advertisements posted online.
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2.This study will also change the perspective of some
entrepreneurs who still not trying this method of advertising,
it can boost the sales of their product if they promote it
online.
3.This research can be used as a guide for those who want to
start their business at low capital and do their advertisements
online.
4.The consumers should be responsible for checking the
products they want to purchase and verify the character of the
seller for avoidance of bogus sellers online.

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