Republic of the Philippines

Department of Education
Region IV-A (CALABARZON)
CITY SCHOOLS DIVISION OF IMUS

Sol P. Bella St. Poblacion 1-B

City of Imus, Cavite

RESEARCH TITLE

The Impact of Social Media in Promoting Business to Grade 12 Students of Imus Unida
Christian School

________________________________________________________________

A Research Paper Presented to the Senior High School Department

of Imus Unida Christian School, Inc.
_______________________________________________________________
In Partial Fulfilment of the Requirements in
Practical Research and Inquiries, Investigation, and Immersion – Grade 12 – GENTLENESS

Abante, Christine
Cruz, Trisha
Dulaca, Loubryan
Francisco, Ma. Emma Theris
Martinez, Margaret Margauz
Matro, Trixie Joyce
Pepito, Lykha Mariel

May 2023
 CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES

Review of Related Literature

Local Literature

Businesses can use social media effectively by ensuring that their online image matches their

brand image, guaranteeing that their message is clear and unambiguous, and avoiding confusion

(Dell' Anno, Rayna, & Solomon, 2016). According to Jazbec (2020), with the country’s rising

middle class, a growing number of internet users (about 76 million in 2019), and heavy online

activity per user (a daily average of 9 hours and 45 minutes), entrepreneurs are poised to reach

more Filipino consumers with strategic online marketing and advertising. Social media

marketing and paid advertising can be helpful for many brands reaching out to Filipino

consumers.

However, social media could be advantageous for a company if handled properly. It is

important to make sure that you’ve identified your goals and audience when choosing which

kind of digital advertising you want to use for your business. Lastly, make it a habit to measure

and analyze your results to see what’s working and what needs tweaking in your marketing

strategy. Apparently, this information strengthens the importance of the researchers' study and

connects the relevance of the chosen sample of the researchers to the targeted research problem.

"Social media is neither good nor bad, it is neither neutral as it is merely a means of anything one

wishes to transmit," claims Giray (2021).

Foreign Literature

Technology has had a huge impact on students’ purchasing behaviors, making it easier for

them to find what they are looking for. In line with the study by Kivetz & Zheng (2017), their

finding concludes that promotion is more effective in making purchases and that promotional

programs have a significant effect on purchase decisions. Since social networks are platforms

through which individuals express their opinions, wants, needs, and values, organizations

leverage such platforms to understand their customers and seek innovative ways to meet these

needs. Information on price, product, and place is being communicated by brands to their

customers through online platforms that have the largest target audience. Traditional marketing

campaigns are becoming obsolete with the gradual shift to social media marketing by

organizations (Omotayo et al., 2015).

Advertising has come a long way, with more and more new mediums being explored to make

a successful campaign. Internet advertising has become a popular medium for delivering

promotional marketing messages to consumers. The internet and the World Wide Web have

become keys to attracting more consumers and businesses to engage in Electronic Commerce

(Ecommerce). This event has transformed traditional commerce and enhanced sales and

exchanges of merchandise and information. According to Aldin et al. (2014), the web has

become an opportunity for marketers to add value to products and services.

Even in traditional marketing channels like television, advertisements usually end with an

appeal to customers to visit their Facebook page or website for further information on the

products. This is an attempt to engage the audience in an interactive conversation about the

company, its product, price, and place. Individuals that like or retweet the organization's product
information are further engaged by the brand in order to influence their purchase intention as

well as their advocacy to their network of friends.

A good social media strategy ought to clearly outline the promotion objectives, evaluate the

opportunities, and choose the appropriate type of social media to speak about (Fan & Gordon

2014). Today’s social networking sites are mobilizing themselves with analytical capabilities to

investigate the reach, unfold, and impact of social media regarding promotion. The web

promoting environment raises a series of opportunities and additional challenges for social media

promoting practitioners (Chincholkar & Sonwaney 2017).

Basically, social media marketing is the integration of social media into each phase and

element of the marketing mix. It is the promotion of organizational products, services, and

brands through social media sites. It is the creation of appealing content on different social media

sites to create awareness and gain new and existing customers’ attention. It is marketing through

online communities and social networks as opposed to traditional marketing channels like

television, radio, and print media. Social media marketing also covers the implementation and

management of organizational marketing objectives through social media platforms (Olabanji et

al., 2014).

Review of Related Studies

Local Studies

The Web has been called the best communication tool ever created, and as a result of

technological advancements, the marketing landscape has changed drastically. In order to meet

the increasing demands of changing communication technology, businesses had to change the
way they develop and implement their promotional messaging. As a result of the expansion of

digital promotion, one of the most comprehensive modern promotional methods is social media

(Montague, Gazal, Wiedenbeck, and Shephard, 2016). Many types of businesses, from the

smallest electronic start-ups to long-standing brick-and-mortar businesses with a social media

presence, can greatly benefit from social media. This is one of the theories as to why businesses

are using social media more and more (Gamboa and Goncalves, 2014).

Based on Suvashree Battacharya’s study (2022), businesses benefit from social media, which

also makes it possible for customers to locate them there. It enables you to connect with your

target audience, engage them, and rapidly respond to their inquiries. The best way to evaluate

your competitors is to keep an eye on their social media presence. Social media benefits

businesses in a number of ways, including brand awareness, consumer involvement, revenue,

and customer service. Moreover, it's a fantastic approach to learn how your rivals are utilizing

social media to expand their brands.

Additionally, in a study conducted by Yogesh, Elvira, Nripendra, & Ramakrishnan (2021)

that is a thorough investigation of how business-to-business organizations use social media. It

focuses on a variety of social media-related topics, including the impact of social media, social

media tools, social media use, adoption of social media use and its hurdles, social media tactics,

and gauging the efficacy of social media use. It was said that social media is crucial to how

businesses are becoming more digital.

Foreign Studies

As social media has evolved into powerful marketing and strategic tools, numerous studies

have been conducted to investigate the drivers, influencing factors, and effects of social media

adoption/use within firms. According to Siamagka et al. (2015), the perception of usefulness,

which is defined by image, simplicity of use, and knowledge barriers, has a major impact on

social media adoption by B2B organizations. This is corresponding with the findings of Rydén et

al.'s (2015) study, which found that social media usage is heavily influenced by the decision-

maker's business reasoning, resulting in totally different social media marketing objectives.

Recent studies have also highlighted the significance of the resources and talents required to

properly implement social media promotional strategies. Mahmoud et al. (2020) highlighted

several capabilities that aid in the successful deployment and transformation of social media

marketing resources.
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