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The Impact of Social Media Advertisement to
the Preference of the Customers in Buying
Products Online
Andalis, Darlene Mae C.
Caponpon, Mariella Patricia M.
Cruz, Sovera Oniang R.
Dela Cruz, Angel Cielo C.
Lazo, Zaira Claire
Llarena, Jasmine Jade Y.
Mañosca, Dhachelle D.
Monte, Maria Rose Ann A.
Perez, Shaina Mae C.
Olivarez, Phaul Michael P.
Roperez, Emar Jayzen R.
A Research Presented by the Accountancy, Business and Management (ABM) Strand
of
LICEO DE SAN PEDRO
In Partial Fulfillment of the Requirements in
Practical Research 1
San Pedro, Laguna
April 2021
in Buying Products Online
TABLE OF CONTENTS
Pages I. Chapter 1 Problem and its Background 1.1 Introduction…………………………………………………………….. 1.2 Background of the Study…………………………………………...….. 1.3 Statement of the Problem……………………………………………… 1.4 Scope and Delimitation………………………………………............... 1.5 Significance of the Study……………………………………………… II. Chapter 2 Review of Related Literature 2.1 Literature Review……………………………………………………. 2.2 Summary and Synthesis……………………………………............... 2.3 Definition of Terms………………………………………….............. III. Chapter 3 Research Methodology 3.1 Research Design…………………………………………….............. 3.2 Research Locale…………………………………………………….. 3.3 Population and Sampling…………………………………...………. 3.4 Research Instrument…………………………………………........... IV. Chapter 4 Results and Discussion 4.1 Emergent Themes…………………………………………….......... V. Chapter 5 Summary, Conclusion and Recommendation 5.1 Summary…………………………………………………………... 5.2 Conclusion………………………………………………………… 5.3 Recommendations…………………………………………………. VI. References………………………………………………………………….. VII. Appendix…………………………………………………………………... in Buying Products Online
Background of the Study Social media tools have become great channels for marketers to reach out to consumers. Just a few decades ago, television and print advertising were key components of marketing strategies. In the current era, these traditional marketing streams are just a small segment of the diverse approaches used to market and brand products. Growing interest on social media has influenced state-of-the-art ads and changed the way businesses communicate with their target audiences. As a result, the productive use of social media has become an integral part of establishing and sustaining a strategic advantage. Human beings are social nowadays, consumers participate in a range of activities, from consuming content to exchanging information, views, thoughts, and engage in online discussions with other consumers (Heinonen, 2011). Today, with the development of the Internet, online social networks have become essential means of communication and virtual communities have also arisen. Online world has become a new kind of social networking, linking people to a number of online communities has evolved over the last decade. The Internet is a social place where a modern customer forum has been set up. Digital communities, blogs, and online social networking sites offer a forum to influence customer buying decisions (OTX research, 2008). in Buying Products Online
People buy products that are important to their needs every day. They produce buying decisions at the same time. Consumer behavior is affected by personal and environmental factors (Blyth, 2008). The buying decision of consumers, which involved several measures, is a central part of consumer behavior. Generally, social networks, such as groups or individuals that have influence over consumers, can have an effect on consumer buying decisions (Solomon, Bamossy, Askegaard & Hogg, 2010) Online social networks have created opportunities for customers to connect, to access information, feedback, reviews and prices that can enable them to make buying decisions in a number of ways (Heinrichs, Lim & Lim, 2011). Globally, people have started to use social media such as Facebook, Twitter, Instagram and LinkedIn to share their experiences. As customers, people share product reviews, information about a service, advice on food or health, warnings about products, tips on using certain products, and much more. Social media advertising or Social Media marketing is a way for the sellers or business owners to introduce and promote their product using social media platforms like Facebook, Twitter, Instagram, also Shopee and Lazada, where people nowadays can easily access. In this way, most consumers tend to buy and shop through online rather than actually going to physical stores. Through different shop’s strategies in advertising, a lot of buyers, mostly students, cannot resist purchasing products online which made the researchers curious of the possible factors that buyers see in social media advertising that influences their decisions whether they should buy a particular product or not. in Buying Products Online
underscores the importance of knowing the impact of social media advertisement to consumers behavior. This is one of the reasons why the researchers became interested in exploring the Impact of social media advertisement to the preference of the customers in buying products online. The researchers would like to find out the views of Senior high school students about buying the products online. The researchers became interested in knowing that Social advertisement also have an effect on the student’s behavior and preferences in buying online. Statement of the Problem This study aims to know The impact of social media advertisement to the preference of the customers in buying products online of Senior Highschool students of Liceo De San Pedro for the Academic Year of 2020-2021. This study aims to answer the following questions:
- What are the views of senior high school students in social media advertisement?
- What are the factors that captures senior high school student’s interest in buying online?
- What are the social media advertising strategies that positively influence the senior high school student’s view in online shopping? in Buying Products Online
Scope and Delimitation This study focuses senior high school students to identify the factors of social media advertisement that affect their decision in online shopping. The researchers interview selected students from grade 11 to grade 12 students from Liceo de San Pedro. 2020 – 2021. This study limits its coverage to solely on the aforementioned students. Thus, the purpose of the interview is to seek answers to our specific problems. Significance of the Study The researchers propose to know the impact of social media advertisement to the preference of the customers in buying products online, the beneficiaries of this are the following: Students. This study will help the students especially the Senior Highschool to know what are the impacts of social media advertisement in their decision making in buying products online. Parents. This study seeks to widen the perspective of parents and to provide guidance to their own children by giving them a complete and accurate information and knowledge inside their households about the impact of social media advertisement in their decision making in buying product online. in Buying Products Online
CHAPTER II
Review of Related Literature
This chapter reviews the related literature which supports and gives credence to the details of this research. The researchers anchored this comprehensive study to different viewpoints and perspectives to present a thorough treatment of the problem. Concepts, findings, theories, and notions, from scholarly researches and articles related The impact of social media advertisement to the preference of the customers in buying products online, are presented to provide an extensive background of the study and to justify the researchers’ objective in undertaking it. This also provides a synthesis of related literature which later on may be confirmed, negated, or improved by the new knowledge that this study provided. Literature Review As stated by Michael Pütter (November 2017), Companies all around the world are still looking for new opportunities to reach out to their customers. Television and print advertisements were the key elements of publicity campaigns just a few decades back. Traditional media channels are just a small part of the many methods used to sell and brand brands in today's world. The growing importance of social media has influenced country advertisements and the way businesses communicate with their target audiences. As a result, using social media effectively has become a critical in Buying Products Online
component of gaining and maintaining a business strategies. Also as factor, businesses now put a high emphasis on the use of social media to influence customer brand awareness and buying intention. Companies who use social media strategically would have an advantage over those that don't. An examination of the current literature on social media usage and brand awareness may help in identifying new and effective methods for improving customer experience through social media by examining the effects of social media on branding and marketing approaches. According to Chung, Christina and Austria, Kristine (2010) The Uses and Gratifications theory was used to develop a research model. As exogenous variables, social media gratifications such as entertainment, facts, and interaction were investigated. As endogenous variables, attitudes toward social media marketing messages and online shopping values were investigated. The findings show that attitudes toward social media marketing posts are highly associated with social media engagement and information gratification, but not with entertainment gratification. Positive social media marketing posts often raise the hedonic qualities of online shoppers. Marketers can provide valuable information and an active virtual engagement arena using social media as a managerial implication in order to generate meaningful customer marketing communications and interactions As studied by Mcguire Aquino and Alexandra Tipones (2017) Marketers have recognized the importance of social media marketing in their marketing communications strategies. Consumers can use key business features of in Buying Products Online
loyalty to the brand in order to cater to customers while they make purchasing decisions. The aim of marketing is to express the value proposition to customers as they go through the buying process and to develop relationships with them, which leads to relationship marketing. Marketers now have the ability to influence customer purchasing choices through marketing strategies. According to Young Ae Kim and Jaideep Srivastava (August, 2007), the Purchasing decisions are often influenced by the people who the customers knows and trusts. However, many consumer waits for the opinion or reviews of the experts before deciding whether to purchase a certain product to reduce the risk of buying a new one. The social media communities are taken care by the E-commerce company, that allows the consumers to share and rate their reviews about the product they bought, and they can easily approach or chat the trusted owner of the shops. The E-commerce companies are gathering Data’s on the interactions between the customers in their websites to understand the influence of social media to the decision of the consumers when buying online that helps them to increase their sales. They provide an overview of the role of social influence in E-commerce decision making in this paper to help researchers and businesses interested in related topics. We look at how social influence data can be gathered from online consumer behaviors and how E-commerce websites can use social influence to help users make better decisions. We also offer an overview of social network analysis technologies and discuss the research challenges of in Buying Products Online
assessing and exploiting the effect of social influence on E-commerce decision-making. Summary and Synthesis The aforementioned review of literature gave information and important factors that influence consumers’ purchasing decision in online shopping. Social media surely became a way to advertise a product easily and buying products online became more convenient for the consumers especially in the middle of a pandemic. Marketing strategies were improved and social media paved a bigger way for the marketers or sellers to sell products. Due to modernization and continuous expansion of social media platforms, the authors cited above acknowledge how social media became an essential to successfully market a product to the target audience. Different factors of social media and other E-commerce app’s features that help in building an interaction between a seller and a buyer influences indeed, influences a consumer’s purchasing decision. To know the different factors that senior high school students see in social media advertisements that affect their preference in online shopping, the researchers should interview Senior Highschool students who often shop online. Their response will help the researchers further understand the impact that social media advertisements have on consumers. in Buying Products Online
giving advantages to some over others priority in the right to demand and receive satisfaction of an obligation Establish. This refers to found, institute, build, or bring into being on a firm or stable basis: to establish a university; to establish a medical practice. to install or settle in a position, place, business, etc.: to establish one's child in business. to show to be valid or true; prove: to establish the facts of the matter. Media Platforms. This refers technologies and standards that allow writers or other media producers and readers and other consumers of media to interface more efficiently. Fascinate. Is a term to attract and hold attentively by a unique power, personal charm, unusual nature, or some other special quality. Marketers. This refers to person whose duty is to identify goods & services desired by a set of customers, as well as marketing of those goods and services on behalf of the company. Strategy. This refers to a plan of action or policy designed to achieve a major or overall aim. in Buying Products Online
CHAPTER III
Research Methodology
Research Design This study was a type of qualitative e research which was primarily an exploratory research. The researchers used it to gain an understanding of underlying reasons, opinions, and motivations and provided insights into the problem. Under this, researchers employed case study research design which focused in what people had experienced in regard to some case study and how they interpreted those experiences. Researchers used qualitative case study design to describe the impact of social media advertisements to the customers online. This research design is good to know and to gain knowledge in this specific business research, it also helps to know their experience in the current research problem. Agreeing to Pritha Bhandari (2020) Subjective inquire about includes collecting and analyzing non- numerical information. It can be utilized to assemble in-depth experiences into a issue or produce modern thoughts for inquire about. Subjective inquire about is utilized to get it how individuals encounter the world. Whereas there are numerous approaches to subjective inquire about, they tend to be adaptable and center on holding wealthy meaning when translating information. in Buying Products Online
HUMSS. Meanwhile, STEM strand has 3 sections in this batch. Researchers have decided to ask 10 respondents from both Grade 11 and Grade 12 levels which is Grade 11 HUMSS strand (St. John) that will have 3 respondents, 4 respondents from ABM strand (St. Luke) and 1 respondent each from STEM strand, sections St. Matthew, St. Mark and St. Paul. Same with the Grade 12 level, HUMMS strand (St. Benedict) will have 3 respondents, 4 respondents from ABM strand (St. Ignatius) and 1 respondent each from STEM strand, sections St. Martin, St. Francis and St. Camillus. The population of this study is that the Senior High School of Liceo de San Pedro has a total number of 174 students from Grade 11 and a total number of 147 students from Grade 12. Therefore, the total number of the population in Senior High School is 321 students in this study. Research Instrument The research instrument that the researchers used in this study to gather and analyze data are interview questionnaires through google forms. The researchers chose selected students that will answer the questions in statement form through the google forms. Instead of one-on-one Zoom or face-to-face interview, the researchers chose this method to gather the answers and data easier. The interview questionnaires and google forms was used to help the researchers in recording the answers from the Google forms and questionnaires without attending an online interview or face-to-face in Buying Products Online
interview. The questionnaires are divided into three sections pertaining to; the views of senior high school students in social advertisement, the factors that caught Senior Highschool’s interest in buying online, and the strategies of social media advertisement that positively influence the Senior Highschool students’ view in online shopping.
CHAPTER IV
Results and Discussion
This chapter presents the results and discussion of the data gathered to answer the general and specific problems Emergent Themes Specific Problem: What are the views of senior high school students in social media advertisement? Question 1: Do you shop online? If yes, how often do you buy products online? Codes: Themes: Agreeing Ability to Buy Number of Months Number of Weeks in Buying Products Online
