Effectiveness of Social Media as a Promotional Tools of Selected Business

Establishments within the City of Santa Rosa, Laguna

A RESEARCH PROPOSAL

Presented to the
Faculty of Polytechnic University of the Philippines Santa Rosa Campus
City of Santa Rosa, Laguna

In Partial Fulfillment
Of the Requirements for the Course
Writing in the Discipline

By:
Cyrelle Jade B. Bagwisa
Andrea M. Banca
Aleah Dheneel I. Refugio
Maridane N. Saron
Jenny L. Tibay

Ms. Rocio Marie Mantaring Tejido

March 2016

Acknowledgement
The completion of our project would not have been without the
participation of many people in PUP SRC which our respondents. Their
contributions are sincerely appreciated and gratefully acknowledgement.
However, we would like to thank for the deep appreciated to Ms. Rocio
Marie Mantaring Tejido, the English teacher of Writing and Discipline in English.
To all relatives, friends, respondents and the people that who are taking
our participation and morally support to us, we thank you.

BSBA MM 1-3
PUP-SRC
Bagwisa, Cyrelle Jade B.
Banca, Andrea M.
Refugio, Aleah Dheneel I.
Saron, Maridane N.
Tibay, Jenny L.

TABLE OF CONTENT
TITLE PAGE i
ACKNOWLEDGEMENT ii
TABLE OF CONTENETS.. iii
Chapter 1

THE PROBLEM AND ITS BACKGROUND. 1

Introduction 1
Background of the study.. 3
Conceptual Framework 4
Statement of the Problem 5
Significance of the Study. 6
Scope and Limitation of the Study.. 7
Definition of Terms. 8

Chapter 2

REVIEW OF RELATED LITERATURE. 10

Related Literature
Related Studies.

REFFERENCES..
CURRICULUM VITAE

Chapter 1
Effectiveness of Social Media as a Promotional Tools of Selected Business
Establishments within the City of Santa Rosa, Laguna

Introduction
Social Media refers to the web-based and mobile technologies to turn
communication into an interactive dialogue. Social media have many forms
including twitter, face book, etc. Most of the people used on to the different social
media to contact with their friends or relatives. Social media is a media for social
interaction. This kind of online sharing also promotes the increase in the
communication skills to the students of educational institutions. The social media
tools have virtually bought the people to one another to those living in far off
places.
These days it has been witnessed the most of the business in social
networking in promoting their products and services. There are some businesses
that are not rising in using social media but in the other hand there are few
businesses that are rising when they promote using social media. It is necessary
to study this to find out why the businesses are not rising in using social media in
promoting the products.
The social media era was started around the years ago. It began with
LinkedIn, which was launched in 2003, followed by both Myspace and Face book
in 2004, YouTube in 2005, and Twitter in 2006. It less than a decade, population
has grown rapidly, and it has reached billions of people worldwide. Face book
has more than 500 million users worldwide; Twitter has approximately 175 million
users.
A number of businesses have gained some advantages from social
media marketing. For example, Dessert Gallery has increased visits by 20% per
month after its Facebook fans jumped from 283 to 817 (Woessner, 2011). In

addition, a Face book page with a portfolio of pictures has helped a wedding
photographer from Michigan, Aaron Deckrow, get new customers (Yankee,
2009). According to Gray Vaynerchuk, who is the author of The Thank You
Economy, social media sites allow companies to enhance the customer
interaction that has already been established through traditional media (i.e. TV,
ads, print ads) to a more personal level. In addition, social media sites have
enabled businesses to build closer relationships within their customers, as well
as to expand the market to the customers that they could not reach before
(Rooney, 2011).
Business persons prefer to stop their business because of the failures
in the social media. There are some ways to promote your business on social
media. According to the American Express: Open Forum, here are some best
practices or ways for successfully engaging customers and promoting your
business through social media. (1) You get to see your target market, up close
and personal. (2) You can respond to problems immediately. (3) Your competition
in Tweeting and Facebooking like crazy. (4) People are receptive to your
messages. (5) It will get you more sales. (6) You will find customers you didnt
know existed. (7) Customers you didnt know existed will find (and buy from) you.
(8) Its free. (9) The social media marketing arena is a (fairly) level; playing field.
This research will focus on the effectiveness of social media. This paper
also tries to find out the usefulness of social media as a promotional tool. To
identify the importance of social media. And to know the concepts on how to
improve the social media as a promotional tool.

Background of the Study

In recent years, many newspapers and television channels last
their audience, since traditional print and broadcast media as main promotional
tools have faced major challenges (Gurevich et. al., 2009).
The significance of social media is shown by a recent study which was
pointed out that an overwhelming 88% majority of marketers are now using some
form of social media to market their business. The same study, which set out to
understand how and why marketers are using social media to grow and to
promote their businesses, found that face book, twitter, linkedIn, and blogs are
the top four social media tools used by marketers.
Most of the face book users in Santa Rosa, Laguna is from 5 years old
and above (Face book, 2014).
One of the major examples of social media usage by companies is
Victorias Secrets Face book page with its more than two million followers. On
this page, followers can view videos, photos, take quizzes and print coupons.

Conceptual Framework

Input
Profile of
Respondents:

Process
Conducting Survey
Questionnaires

Output
Social Media as
Promotional Tools
of Selected

Name

Business

Age

Establishments

Work
Position

Feedback
Figure 1.
Schematic Diagram
The input includes the profile of the respondents, their name, age, work
and position. Then, the process of the framework is to conduct a survey and
questionnaire. And the output is the effect of social media as a promotional tool
of selected business establishments and then it feedback in the input of this
framework.
The business persons are the one who planes, promoter about their
products using technology and newly way to have a successful business and
industries and a major strategy to have a successful business.

Statement of the Problem

The used of social media to be a promotional tools for any kind of
business. The purpose of the study is to know the effects of promoting products
by using social media like Face book and Twitter.
Social media like Face book and Twitter have tools that allow youre to
communicate the right kind to your audience. It is another way to gain customer
perspective with social media is by learning how they use your products.
The study sight to address the following:
1. What are the effects of social media as a promotional tool?
2. What are the importances of social media?
3. What are the concepts to improve the social media as a promotional tool?

Scope and Limitation of the Study

Effectiveness of Social Media as a Promotional Tool of Selected
Business Establishments within Santa Rosa, Laguna. This topic looked into were
the methods, guides, strategies proposed solution to problem.
The respondents of this study are the business persons of selected
business establishments within City of Santa Rosa, Laguna.
The presumption of this study is that the research will be clearly
understood by the researchers, by the respondents and also the instrument will
be used to assess the problem.

Definition of Terms
Branding - the process involved in creating a unique name
Broadcast media - the most expedient means to transmit information
Business person - a man or woman who works in business or commerce,
especially at an executive level.
Communication - the imparting or exchanging of information or news.
Customer - a person or organization that buys goods or services from a store or
business.
Hands Down Business easily and decisively business.
Newspaper - a paper that is printed and distributed usually daily.
Online - indicates a state of connectivity.
Products - an article or substance that is manufactured or refined for sale.
Promote raise to a higher office, rank, etc.
Promotion activity that supports or provides active encouragement.
Promotional Mix describes a blend of promotional variables
Purchase to buy a product or services
Services - is an immaterial exchange of value
Social Interaction the way people talk and act with each other
Social media forms of electronic communication
Social Networking the creation and maintenance of personal and business
relationship
Strategies a method a plan chosen to bring about a desire future

Technologies - collection of techniques

Traditional Media - all communication means traditional used in the promotional
mix that existed before social media

Chapter 2
Related Literature
The term social media refers to the use of web-based and mobile
technologies to turn communication into an interactive dialogue. Social media
have many forms including twitter, face book, etc. Most of the people used on to
the different social media to contact with their friends or relatives. Social media is
a media for social interaction. This kind of online sharing also promotes the
increase in the communication skills to the students of educational institutions.

Local Literature
Facebook is the most popular social networking site today wherein
people may share and upload videos, pictures, messages and chat. Twitter is
also famous to every people nowadays wherein people can share their feelings,
thoughts and ideas. Through twitter, they can easily be connected to their favorite
celebrities and they can also be updated on what is trend all around the world.
Aside from these two, Tumbler, Myspace, and Bing also became a raging craze
to everyone
Social networks bring a big benefit about communication because
through this we can easily communicate our loved ones despite of the
geographic distance. Social network may also help celebrities to be more contact
to their fans because through these sites they can easily post what are the recent
happenings about them. Through social networks we can be updated in every
happening not just in celebrities but also the recent updates to our country and
also in the whole world.
According to the study Keefer and Medina (2010) should that article
effect of low pricing? Low pricing can affect the volume of sales up or down.
Some retailers deliberately price certain products low to get the attention of
consumers to whom they hope to sell other more expensive products. But

consumers sometimes fear the quality of a product is poor if the price is too low.
Many look for value and not just the lowest price. Those who want quality
products are usually willing to pay a price that the products are worth. Setting
prices too low can convey the messages to consumers that your product isnt as
good as other similar products on the market. While low prices may not earn you
greater profits, the more of a products you sell the more profit you make. Then
again, low pricing may not generate profit to cover costs, especially if sales
volume is down.
According to Paley (2013) to his book the products or market fit mirage.
Many entrepreneurs seem to be waiting for their product to go viral before they
actually build out their businesses. Although fantastic to see companies grow
without paid marketing, many outstanding companies had been built on products
that had never gone viral. Some products just required a more meaningful
marketing investment to educate and acquire customers before they achieve
success.

Foreign Literature
Social media [technology] has become a growing phenomenon with
many and varied definitions in public and academic use. Social media generally
refer to media used to enable social interaction. For our purposes, the term social
media technology (SMT) refers to web-based and mobile applications that allow
individuals and organizations to create, engage, and share new user-generated
or existing content, in digital environments through multi-way communication.
Social media application is also being utilized to communicate
organizations values to the public, spreading the word about the vision and
mission, how the organization works, why public should support them, and what
is the achievement so far.

According to Boyd, Ellison, (2007) they use the term "social network
site" to describe this phenomenon, the term "social networking sites" also
appears in public discourse, and the two terms are often used interchangeably.
User chose not to employ the term "networking" for two reasons: emphasis and
scope. "Networking" emphasizes relationship initiation, often between strangers.
While networking is possible on these sites, it is not the primary practice on many
of them, nor is it what differentiates them from other forms of computer-mediated
communication.
Facebook is said to be the most popular social website where one can
share and upload pictures, videos, message, chat, and many other features
(Sales, 2010). Next is the twitter, which is a social networking site for tweeting
posts, sharing ideas, for easy connections of celebrities and other personality,
and for the trending topics (Dorsey, 2009). While Tumblr is a social networking
site for blogging pictures, information, and an easily sharing of pictures and other
stuffs (Martin, 2008). Then Bing is a social networking site that allows people to
search information, pictures, video clips, and files that can be downloaded
throughout the Internet (Tyler, 2006). And lastly is the Myspace known for a good
social networking site that allows the users to view someones profile, and picture
and comment (Anderson, 2008).

Related Study
Local Study
According to Colayco (2008) every business needs a budget for
unforeseen events. Personal income and expenses statement is like a cash flow
statement. It would help the business to understand how your money would
come in and out in the operations every week or every month. Retailers need to
know exactly how much cash they are getting and what they are spending it for.
They dont have to go through every single peso. What important is that they are
spending too much, and where they get their savings. When a cone person

wanted to enter a business she must have a practical knowledge in managing a

businesses and handing finances.
A number of businesses have gained some advantages from social
media marketing. For example, Dessert Gallery has increased visits by 20% per
month after its face book fans jumped from 283 to 817 (Woessner, 2011).
In addition, a face book page with a portfolio of pictures has helped a
wedding photographer from Michigan, Aaron Deckrow, get new customers
(Yankee, 2009).

Foreign Study
According to Gray Vaynerchuk, who is the author of The Thank You
Economy, social media sites allow companies to enhance the customer
interaction that has already been established through traditional media (i.e. TV,
ads, print ads) to a more personal level. In addition, social media sites have
enabled businesses to build closer relationships with their customers, as well as
to expand the market to the customers that they could not reach before (Rooney,
2011).

References
Website
http://epubl.ltu.se/1402-1552/2010/055/LTU-DUPP-10055-SE.pdf
http://www.adweek.com/socialtimes/social-media-smbs-study/501812
http://www.statista.com/statistics/272014/global-social-networks-ranked-bynumber-of-users/
http://www.ec.ubi.pt/ec/06/pdf/neelamalar-new-media.pdf
http://www.scribd.com/doc/235923246/Chapter-2-Review-of-Related-Literaturesocial-networks#scribd
http://www.studymode.com/essays/Review-Of-Related-Literatures-For-Social46068468.html
http://wpmu.mah.se/nmict11group1/category/uncategorized/
http://www.academia.edu/1220569/Social_Media_in_Higher_Education_A_Litera
ture_Review_and_Research_Directions
http://rrlmara.blogspot.com/

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CYRELLE JADE BARRUN BAGWISA

Brgy. Pooc, Santa Rosa, Laguna
Cell Number: 09972304984
e-mail address: cyrellejade.bagwisa@yahoo.com

PERSONAL INFORMATION:________________________________________
NICKNAME:

Cy, cyrelle, jade, cyrina

BIRTHDAY:

March 21, 1999

BIRTHPLACE:

Brgy. Aplaya, Purok 1

AGE:

16 years old

NATIONALITY:

Filipino

RELIGION:

Roman Catholic

CIVIL STATUS:

Single

FATHERS NAME:

Christopher Astillero Bagwisa

MOTHERS NAME:

Cherryl Barrun Bagwisa

EDUCATIONAL BACKGROUND:_____________________________________

TERTIARY:

Polytechnic University of the Philippines

Santa Rosa Campus
Bachelor of Business Administration
Major in Marketing Management
Santa Rosa, Laguna

SECONDARY:

ANHS Annex-1 Applied Academics for Excellence

Brgy. Market Area City of Santa Rosa, Laguna
2011-2015

ANDREA MIRANDA BANCA

Brgy. Caingin , Santa Rosa, Laguna
Cell Number: 09354873442
e-mail address: andreabanca@gmail.com

PERSONAL INFORMATION:________________________________________
NICKNAME:

Dea

BIRTHDAY:

January 17, 1999

BIRTHPLACE:

178 Prk. 1 Brgy. Caingin City of Santa. Rosa Laguna

AGE:

17 yrs. old

NATIONALITY:

Filipino

RELIGION:

Roman Catholic

CIVIL STATUS:

Single

FATHERS NAME:

Abad Marquez Banca

MOTHERS NAME:

Ruth Miranda Banca

EDUCATIONAL BACKGROUND:_____________________________________

TERTIARY:

Polytechnic University of the Philippines

Santa Rosa Campus
Bachelor of Business Administration
Major in Marketing Management
Santa Rosa, Laguna

SECONDARY:

Aplaya National High School

Brgy. Aplaya, Santa Rosa, Laguna
2011-2015

ALEAH DHENEEL IGLESIA REFUGIO

Brgy. Caingin , Santa Rosa, Laguna
Cell Number: 09358743042
e-mail address: refugio.aleahdheneel@yahoo.com

PERSONAL INFORMATION:________________________________________
NICKNAME:

Aleah, Aley.

BIRTHDAY:

June 21, 1999

BIRTHPLACE:

PGH Manila

AGE:

16

NATIONALITY:

Filipino

RELIGION:

Roman Catholic

CIVIL STATUS:

Single

FATHERS NAME:

Dennis Escosura Refugio

MOTHERS NAME:

Herleen Duran Iglesia-Refugio

EDUCATIONAL BACKGROUND:_____________________________________

TERTIARY:

Polytechnic University of the Philippines

Santa Rosa Campus
Bachelor of Business Administration
Major in Marketing Management
Santa Rosa, Laguna

SECONDARY:

Aplaya National High School

Brgy. Aplaya, Santa Rosa, Laguna
2011-2015

MARIDANE NARITO SARON

Brgy. Sinalhan, Santa Rosa, Laguna
Cell Number: 09758504748
e-mail address: maridane_saron@yahoo.com

PERSONAL INFORMATION:________________________________________
NICKNAME:

Deng

BIRTHDAY:

October 25, 1998

BIRTHPLACE:

Brgy. Sinalhan, Santa Rosa, Laguna

AGE:

17 yrs. old

NATIONALITY:

Filipino

RELIGION:

Roman Catholic

CIVIL STATUS:

Single

FATHERS NAME:

Daniel Delos Reyes Saron

MOTHERS NAME:

Marilou Pablo-Narito Saron

EDUCATIONAL BACKGROUND:_____________________________________

TERTIARY:

Polytechnic University of the Philippines

Santa Rosa Campus
Bachelor of Business Administration
Major in Marketing Management
Santa Rosa, Laguna

SECONDARY:

Laguna Eastern Academy

Brgy. Ibaba, Santa Rosa, Laguna
2011-2015

JENNY LANDICHO TIBAY

Brgy. Caingin , Santa Rosa, Laguna
Cell Number: 09362610508
e-mail address: tibay.jenny@yahoo.com

PERSONAL INFORMATION:________________________________________
NICKNAME:

Jeng

BIRTHDAY:

December 2, 1998

BIRTHPLACE:

Brgy. Ibaba, Santa Rosa, Laguna

AGE:

17 yrs. old

NATIONALITY:

Filipino

RELIGION:

Catholic

CIVIL STATUS:

Single

FATHERS NAME:

Joel Santos Tibay

MOTHERS NAME:

Lanie Tatlongmaria-Landicho Tibay

EDUCATIONAL BACKGROUND:_____________________________________

TERTIARY:

Polytechnic University of the Philippines

Santa Rosa Campus
Bachelor of Business Administration
Major in Marketing Management
Santa Rosa, Laguna

SECONDARY:

Aplaya National High School

Brgy. Aplaya, Santa Rosa, Laguna
2011-2015