Social Media

The Impact of Social Media to the Marketing Strategies
of Business Establishments
in Malabon and Navotas City
A Qualitative and Descriptive Research

Presented to
The Faculty of CAS Department
San Beda University
Mendiola, Manila
In Partial Fulfillment
of the Requirements for
Science, Technology, and Society
by
Adriane Austine V. Fabregas
Ian Gerald G. Magsangkay
Crizzele Angela G. Aquino
Mika Therese Trinidad
Merryl Janine L. Ibañez
1 | The Impact of Social Media to the Marketing Strategies of Business Establishments in Malabon
and Navotas City
ACKNOWLEDGEMENT
The researcher would like to express our sincere gratitude to our beloved teacher Mrs.
Imelda B. Sia, assistant principal in Academic affairs for encouraging us to do this research.
Also, we would like to thank our family for supporting and allowing us in doing this research
paper. To our fellow students and friends who supported to complete this task through answering
and sharing our survey. Most especially to the most powerful man up above who gave us
strength, guided us and gave us inspiration in completing and doing the task completely and
honestly.
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CERTIFICATE OF ORIGINALITY
We hereby declare that this submission is our own work, and that to the best of our
knowledge and belief, it contains no material previously published or written by another person
nor material to which a substantial extent has been accepted for award of any other degree or
diploma of a university or other institute of higher learning, except where due acknowledgment
is made in the text.
We also declare that the intellectual content of this thesis is a product of our work, even
though we may have received assistance from others in terms of style, presentation and language
expression.
Adriane Austine V. Fabregas

Ian Gerald G. Magsangkay
Crizzele Angela G. Aquino
Mika Therese Trinidad
Merryl Janine L. Ibañez
Date: _________________
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Table of Contents
Chapter Page
I INTRODUCTION 8
Significance of the Study.................................................................................. 10
Statement of the Problem..................................................................................12
Scope and Delimitations....................................................................................12
Definition of Terms.............................................................................................13
II REVIEW OF RELATED LITERATURE AND STUDIES 14
Chapter III: Research Methodology

Sampling Procedures.........................................................................................22
Research Design...............................................................................................23
Research Locale……………..............................................................................24
Respondents………...........................................................................................24
Data Collection Procedure………………...........................................................25
Data Analysis Procedure……….........................................................................25
Chapter IV: Presentation and Analysis of Data

Figure 1..............................................................................................................26
Figure 2..............................................................................................................27
Figure 3..............................................................................................................28
Figure 4......................... ....................................................................................29
Figure 5..............................................................................................................30
Figure 6..............................................................................................................31
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Figure 7..............................................................................................................32
Figure 8..............................................................................................................33
Figure 9..............................................................................................................34
Figure 10............................................................................................................35
Chapter V: Conclusions...............................................................................................36
Chapter VI: Implications and Recommendations......................................................40
Bibliography....................................................................................................................42
Appendices.....................................................................................................................44
Curriculum Vitae.............................................................................................................58
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EXECUTIVE SUMMARY
This study is a qualitative research about the positive and negative effects of social media
to the marketing strategies of business establishments around Malabon and Navotas City. The
researchers conducted an interview to the business owners and had a survey to the consumers to
know their side/opinion about using social media. Social media has been one of the most used
ways in advertising a product. In fact, almost all of the 50 respondents said that they have been
inquired to a business through online because it is the fastest and easiest way for them. Using
social media, they can inquire through Facebook, websites and Instagram. Most of the time
people inquired to each type of business like fashion, food, and products about beauty and
wellness. People are engage to each type of business because that is the trend in the society
nowadays. That is why business establishments use social media as the source on how are they
going to advertise their product because according to the survey on the consumers, almost all of
them agreed that advertising through the use of social media has a positive effect. According to
the respondents, through the use of social media, people can have a faster way of sharing
information, it is a greater approach in reaching the customers and it gives them various options
on the things that they want. Sometimes it may cause trouble in some instances like spreading
bad news/fake information, comments on the brands that the establishment is selling and also a
simple mistake on it can cause too much on the sales and feedback of the company. According to
Mr. Merlyn Cervancia, the use of social media is one of the best ways for the company to be
recognized and it also affects the increase on the sales of their company. Almost half of the
respondents say that it is convenient for them to use social media but for some, they didn’t agree
because of the different instances that social media could give. Sometimes social media can
benefit but at the same time it can also harm the company for some instances but it really
depends on how the company serves their consumers through communicating on social media.
Furthermore, to the respondents, there are still 9 out of 10 people who said that they are going to
choose social media to as an advertising tool in establishing their own businesses because social
is the best way in gathering your consumers and spreading the things about your company and
the product that is being sold. Social media is the best tool for the business owners and
consumers because it is the fastest and easiest way for them to reach out. Also for Mr. Solomon
Masangkay, it is a good way to promote the product on social media because it reaches many
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people not only in the Philippines but also in other countries. Social media is the source of
everything in this world already, it is already one of the main sources of information in
everything and also almost all of the businesses use it because it is one of the effective ways in
having a communication with the person far from you.
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I. INTRODUCTION
Social media is crucial to the success of any companies digital marketing strategy. In
relation with it, brands of various types and sizes are not utilizing this device to its maximum
capacity. In spite of the fact that the quantity of "followers", "likes" and "shares" is as yet
significant. The credibility of a brand is recognized by a long shot something beyond this. Today,
social media requires a unique set of skills whereby business need to fully understand the needs
and interest of their audience. Business affects nearly every part of our life, whether it is big and
small, still it has huge benefits through the use of social media marketing and its importance in
the race to stay relevant and attracting to the new customers. Social Media has an impact
nowadays, not only in the lives of people but also in businesses; it gives us a new and faster way
of communication by exchanging pictures, stories, news, blogs, online discussions, etc. The
Impact of Social Media to the Marketing Strategies of Business Establishments in terms of
connecting with consumers, promoting the product and expanding the business.
The researchers want to know the impact of social media to the business establishments.
To know how does businessmen advertise their products through the use of social media. To be
aware on the good and the bad sides of business in terms of using social media. And also, how it
affects the sales of the company/establishment. Furthermore, the researchers want to learn on
how to manage the business in order to help people who are interested in establishing their own
business. Lastly, for them to be informed how is the flow of business fluctuate, so that they will
be able to prepare themselves to those accountabilities.
Social media has been a marketing tool for many years. Just like car insurance companies
and others notice it and use it, but for some industries it seems a bit late in its use. We know
business is really dynamic. Businesses that use social media to showcase their product are
leading to innovation and creativity. With the help of this, the economy is growing, with a
significant impact on the business and marketing skills. This actually helps develop business
tactics and strategies. Well-known websites like Facebook, Twitter, LinkedIn and Pinterest
present an opportunity for the business to capture customers’ attention and simultaneously build
a brand image. These social networks allow businesses to use and display many techniques and
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create brand profiles such as fan pages, contests, sweepstakes, etc. to attract more consumers to
the product or name business.
Social media can be a ladder of business owners to success; no matter how big or small
the company is. But somehow, it can also be the way towards failure for a fact that negative
things are indeed inevitable. It also became a big help to the small businesses for them to be
known by consumers. Simply posting and sharing photos and videos with great feedbacks
coming from the people who already purchased nor consumed a certain product.
This research is to be conducted to those people who are managing their own business, to
know the effects of social media. So that future businessmen should know how what are the
things that they should consider in building their own business especially in terms of using social
media by conducting an interview with them. The researchers are also going to conduct a
survey/interview to the consumers on how does it help them. This study aims to know how does
social media help the business, the owners and also the consumers.
SIGNIFICANCE OF THE STUDY

This study has various significances to the following persons or group of people:
1. Researchers Themselves - To the researchers themselves, who are in the ABM

(Accounting and Business Management) Strand, besides the expansion of their
knowledge this study can aid them through the deeper study of marketing strategies that
can be encountered some time in the course of their choice. Also, if ever, this study can
aid for the plans of future business establishing when it comes to marketing/promoting a
fresh starting business.
2. Students - Specifically, to the students who are in the ABM (Accounting and Business
Management Strand. This type of study will expand their knowledge regarding the fusion
of modern technology of today and the marketing strategies of business. Also, through
the knowledge of the impact of social media to the marketing strategies, there will result
to the application of this knowledge by the students.
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3. Parents – Parents of the particular will either use the knowledge from the study as a
driving force to start their own business or use the knowledge as a mere expansion of
knowledge only. This study can also benefit parents who have their own business
regarding the promotion of their business or products.
4. Business Owners – Business owners are probably the respondents that would use this
piece of knowledge through the extent of their ability. This study will aid them to the
pros and cons of social media to their techniques/strategies in promoting their products
and business. Thus, can probably lead to the improvement of promoting or marketing
their products.
5. Future Business Owners – Future business owners can also benefit from the research.
Through the information of the given study—it can aid these people to know the power
of modern technology to the world of business that they would enter. These future
business owners will know the proper actions to take regarding the issues of promoting
products/ their business in the world of social media.
6. Future Researchers – To fellow future researchers, this study has the potential to aid the
process of their study on either finding out the other related answers to the aspects where
the researchers are not able to provide more answers to the questions on how does social
media affect the marketing strategies of a business.
7. Teachers - Teachers, specifically teachers that are teaching related subjects about
Business Management can use the knowledge of the study in providing the impact of
social media today to their students, and can also provide to their students what are the
must or must not dos regarding promotion of businesses/products in social media.
8. Administrators - Truly, school is still involved in the world of business. Through this
study, it could help the administrators in promoting the capabilities of the school, their
updates regarding enrollments, the frequently asked questions, promotion for further
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enrollees and other aspects about the school through the use of social media due to its
wide audience.
STATEMENT OF THE PROBLEM

This study aims to assess the advantages and disadvantages of Social Media to the Marketing
Strategies of Business Owners in Malabon and Navotas City. Specifically, it seeks to answer the
following questions:
1. What are the processes that are undergone by business owners when it comes to the
promotion of their products?
2. How do businesses that don’t have the access to social media cope with the promotion of
their products?
3. What are the benefits of social media to the business owners?
4. How does business in social media become a competition ground for other businesses?
5. How social media does affect the business culture?
6. How do social media affect the consumer?
SCOPE AND DELIMITATION

This study will focus on the positive and negative effects of social media to the marketing
establishments around Malabon and Navotas City. This is to know and determine the effects of
social media to the business and the strategies used by the owners to increase their sales and to
promote their product.
This is to know the positive and negative effects of social media in terms of business in
the marketing strategies of businessmen who uses social media as their source of communication
to their consumers. Also, it is to identify the different strategies that each owner does in order to
increase their sales and the use of social media to each businesses. Another one is how social
media
The target population of the researchers are the business owners of the business
establishments and the consumers of those establishments around Malabon and Navotas. There
are 50 target respondents for the consumers. Also, there are 5 interviewees for those who have an
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access on social media and those who don’t use social media as their advertising tool. The
locations of the study are the business establishments around Malabon and Navotas. The period
of the study is around January to March for academic year 2018.
DEFINITION OF TERMS
Credibility- the quality of being trusted and believed in
Crucial- decisive or critical, especially in the success or failure of something
Extent - area covered by something.
Fusion- the process or result of joining two or more things together to form a single entity
Innovation- process of innovating
Ladder- one of a series taken in order to deal with or achieve a particular thing
Mere - solely or no more or better than what is specified.
Sales- the exchange of a commodity for money
Social Media- websites and applications that enable users to create and share content or to
participate in social networking
Tactics- strategy carefully planned to achieve a specific end.
Strategy- a plan of action
Tremendous- very great in amount, scale, or intensity
Trend- topic that is the subject of many posts on a social media website within a short period of
time
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Chapter 2
REVIEW OF RELATED LITERATURE
Social media is the collective of online communications channels dedicated to

community-based input, interaction, content-sharing and collaboration (Rouse, 2018). It has been
one of the most used tools in the business world nowadays. This has been one of the sources of
businessmen in communicating and advertising their products or goods. It is used to promote
products through the use of social media sites that will help the person to spread the information
needed. Businessmen use it because it is the easiest way to advertise their brands and to
communicate with their consumer. This is where they interact and access things easily. This aims
to investigate the effects of social media to the marketing strategies of businessmen around
Malabon and Navotas City. The goal of this is to know how to establish a good connection with
the consumers through the use of social media. Also it is to know the effects of using social
media to the sales of the company or the business. This study is to help the business owners, and
also for the future business owners on how to handle their business properly. For them to know
the good and the bad side of business and the problems that the business might encounter. It may
also lead them to the increase of their sales and have additional customers through the use of
social media. The purpose of this is to understand the business ethics of social media that could
affect the sales of the product. Moreover, to understand the impact of social media sites in the
business field and have the knowledge on how to strategize the business by the use of social
media as a tool for their promotions and also for communication.
Social media as traditional methods of marketing to customers like advertising or direct

mail become less and less effective, businesses are turning to social mediums to connect in
positive ways with consumers and the people who influence them. They are using social media
as a tool to help increase brand awareness, engage in conversations/gather feedback from
customers, and influence purchasing decisions. Businesses know that consumers are using the
internet (and social media) to gather information and make informed decisions about a product or
service. Tools may come and go, but the concept is so basic, it's almost hard to imagine the
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digital world heading in any other direction. As Kim of Dachis Group says, "Being social is
fundamental to the nature of human beings. We want to use whatever channels we have to
communicate, whether it's smoke signals or the net.” A good starting point is establishing the
presence of the three biggest social media platforms such as Facebook, Twitter and Instagram.
Rosie 2017 stated that "with social media having more influence on public conversation with
each passing year, it is quickly becoming essential for brands to maintain high visibility on social
networking sites to connect with their target audiences."
Businesses nowadays has been thinking and doing different tactics and business
strategies from small time to big time business. It has been a big part of any successful
enterprise. A Strategy refers to a direction toward a go while the Business Strategy is the firm's
working plan for achieving its vision, prioritizing objectives, competing successfully, and
optimizing financial performance with its business model (Schmidt, 2018). There are different
business strategies, some if it is cornering a fledgling market, product differentiation, gaining a
technological advance and pricing strategies (Mikoluk, 2014). These strategies will definitely
help you to be a trend to people and to your success. As time goes by, many strategies are old
enough and not as effective as what it seems before, but then, there are still some traditional
business strategies that are definitely effective and used of almost all entrepreneurs to their
business. Some typical and well-known strategic planning process starts with the vision and
mission of the business. This is followed by a detailed internal and external analysis, which leads
to a SWOT. The results from this analysis allow developing several strategic potions. They are
evaluated and finally, one option is chosen for implementation (Recklies, 2015). Being old or
traditional doesn’t mean it is not effective, but somehow it is used as a starting point of a
business strategy by some businesses and some old and especially new type of entrepreneurs as
they see their goal in it. Nowadays, many businesses come up in different and have its own
business plan and strategies or tactics to catch the attention of people and customers. With fast
growing economy, you neither need to come up with a unique business strategy or go with the
trend. As what the traditional business strategy has, modern business strategy has also been
spread worldwide and it has to be done by almost all businesses to become successful and earn
profit. Some modern marketing strategies are social media marketing, email marketing, affiliate
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marketing, internet ads and product placement (Bush, 2016). Social media has really become a
big part of any business in the whole world, it is used to promote, connect and inform people
about the product and it can also be used to buy and for payments. Social media is a big and wide
range way to do and have an advertisement worldwide.
The rampant use of social media by the society is truly not a surprise. The use of such
apps such as Facebook, Twitter, Instagram, Tumblr and the likes by many people no matter what
age or where you are. Such aspect that cannot be ignored by the society anymore, though it’s an
individual’s choice to embrace this aspect or ignore it. Though, the excessive use of these
applications can truly benefit the human person in several of ways. One of the main benefits and
positive effects of social media is connectivity. Due to “Social networks have the power to open
the world up to you, making it a smaller place than it has ever been before.” (Parrack, 2017)
makes the activity of communicating and keeping in touch with people wherever and whenever
the person is uncomplicated. Though, social media is now not just a place for connectivity
between friends and loved ones. But rather, a new environment where business can take place to
promote and advocate a specific product or establishment. According to Cohn (2010) “The most
effective marketing approach is one that uses social media and traditional marketing in tandem.”
through the use of traditional business strategies such as mentioned earlier and with the mix of
the modern technology that can be offered; truly it could lead to the success of a business in an
easy and less expensive way of promotion. Besides creating a less expensive technique to
connect with a larger audience, other positive effects of social media to a business are, according
to Graves (2010) is building better relationships, keeping an eye with competitors, and
developing the brand or the business itself.
Despite of the famous welfares of social media to the business world, there will always
be a complication between social media and the world of business. Due to the widening of social
media, there will also be a wider possibility of mishaps to be involved. One such various
problems of the effects of social media to the business are because of a broader audience and a
certain business is transparent to the public it will lead to “stories of bad customer service and
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disappointing products can run quickly through social media networks. It has become more
difficult for companies to contain its negative publicity.” (Lovering, 2018). Because of the larger
and free environment that a certain business is involved, thus, it will lead to consumers and
customers to gain power and practice the freedom of speech. Besides the issue of own consumers
being a “threat” to a business, another infamous mishap found between social media and
business establishments is the spreading of information by unauthorized people about the
business or company or also known as fake news. Wrong accusations by the customers’ spreads
quickly through the use of social media According to Lovering (2018) “This freedom comes with
the risk that even a well-meaning social media post about a company's perceived objectives and
direction can damage the company's reputation or challenge the company's assertions to
investors.” Issues and complication such as the given can never be avoided and manipulated by
the company itself; these issues are not just evident between social media and businesses but also
to the normal person as well. Social media can be a huge threat to other business if fallen to the
wrong hands, wrong information and accusation can easily be accumulated and could spread
quickly and can ruin the image of the business. In the days before social media, negative
company experiences might stay within an individual's circle of friends; now, stories of bad
customer service and disappointing products can run quickly through social media networks. It
has become more difficult for companies to contain its negative publicity. The upside is that as
much as bad publicity spreads more quickly, good publicity spreads more quickly as well. The
Accidental release of confidential information can greatly damage the business image due to the
incompetent workers from the business; individuals with inside knowledge of the company
might inadvertently blurt out confidential information, damaging the company’s competitive
advantage. Before social media, a letter sent to the wrong address or an email that ended up in
the wrong inbox can easily be retrieved and the information kept under wraps. In the world of
social media, sheer numbers mean that once confidential information is out, it is out and cannot
be retrieved. Everyone at any organization is on social media. You likely to have built out
policies for users or even employee advocacy programs for the confidentiality of the business.
Social media is the new buzz area in marketing that has businesses, organizations and
brands jumping to create news; make friends, connections and followers; and build communities
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in the virtual space (Bhanot, n.d). According to Bhanot (n.d.), Social media is being used more
intensively for internal communications. There are a lot of networks used social media as tool in
communication. There are more than 68% of the population said that they choose social media as
an approach to their consumers. There are sometimes customer problems like there is an unclear
deal with the consumer or to the company, and sometimes the images are not clear enough to see
if the product is really worth it. But there will be an advantage because there will be an increase
in the awareness of the product that is being sold. Furthermore, the use of technology can
enhance the brand image. The problems that are just posed by it are that there will be poor
feedback that could affect the sales of the company because everyone can see it and there is no
security about the information because valid information are needed for the consumers to trust.
Using social media can increase awareness of the product that you are selling. Social media is
being used more intensively for internal communications (Bhanot, n.d). Using social media in
the field of business is not that easy. Using this can cause many things that can affect the name of
the company so that the user of it needs to be careful enough in posting and communicating with
their consumers because customers are always right. Companies can use the social media better
by making their message clear, avoiding chaos and ensuring that their online image matches with
their brand image. Marketers consider social media, a space many of their consumers, as a gold
mine for brand building (Bhanot, n.d)
Consumers use social media, such as online communities, to generate content and to
network with other users. The data emerging from a survey show how social media facilitate the
social interaction of consumers, leading to increased trust and intention to buy (Hajli, 2014).
Through the use of social media, people can easily access and share information about the
product. With the rise in social networks, a new era of content creation has emerged, where
individuals can easily share experiences and information with other users (Hajli, 2014). Using
this can show how good the people in forming social interactions on the internet are. According
to Hajli (2014), in a business-to-consumer relationship, trust in the e-vendor is important in
assessing risk in the transaction. The social relationship of consumers generated through social
media significantly affects the perceived trust of consumers. Social support generated through
social media therefore influences trust. People nowadays get trust not so easy because of the
problems emerging in the society nowadays. Trust is one of the most important parts in every
transaction. In fact, the more trust perceived by consumers, the more likely their intention to buy.
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People need to trust in order to create a deeper relationship with your customers and to
encourage repeat purchases and referrals.
Nowadays, social media really became part of our daily living. It is connected to almost
all of our activities, from the morning until the time before going to bed. Social media is used in
work, school, and home and especially to business. The ability to share photos, opinions, and
events in real-time has transformed the way we do life and it is also transforming the way we do
business (Hudson, 2017). It affected the business world that it changed a big part of its culture.
Social media is one of the most important parts of business world already with how it hit and
help businessman in. It is used in connecting with consumers, promoting the products and
expanding the business. It is the faster way in having an access with the consumers, and also
consumers will have the fastest and easiest way in buying products. The marketing strategies of
businessmen in the company have the positive and negative effects especially in dealing with the
consumers. While building up a large network of followers is great, ultimately what you are after
is for the followers you do have - however many that is - to share what you are posting with their
network. It is the new form of "word of mouth" advertising and it still costs the same (Hudson,
2017). Social media gave the business world a lot more challenge with its competitors. It has
been good effect with how a business can advertise and market for free but it gave a big
challenge on how it can compete with its competitors. Social media has been part of the category
of how a product looks by how it looks on its sites and pages or accounts to catch attention to
customers. It is used by every business owner for them to go with the trend and be unique while
competing with other competitors in a way social media sites, pages or accounts should be
monitored too.
Nowadays, the internet has become a major tool for success in a business, as it allows the
business to promote their products and services online. Marketing strategies of businesses solely
resolve around the use of internet, specifically, social media platforms, it allows business to
advertise their products and increase brand awareness with ease and with no hassle. Aside from
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customer relations, the use of social media platforms also allows the businesses to reach out with
their customers and receive valuable feedback which enables the business to improve as a whole.
Social media could have a great impact to the business neither positively or negatively it
can be a ladder of success or failure, small business could have a huge success or huge
companies lead to its downfall, so for having to know what are the advantages and disadvantages
of social media to the business this study is needed which it aims to assess the advantages and
disadvantages of social media to the marketing strategies of business owners in Malabon and
Navotas which specifically seeks the questions what are the processes that are undergone by
business owners when it comes to the promotion of their products, how do businesses that don’t
have the access to social media cope with the promotion of their products, what are the benefits
of social media to the business owners, how does marketing strategy on social media differ from
marketing in televisions, how does business in social media become a competition ground for
other businesses, how social media does affect the business culture and how do social media
affect the customers so that it can benefit various researches such as students, parents, business
owners, future business owners, future researchers, teachers and administrators.
Chapter 3
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METHODOLOGY OF RESEARCH
Sampling Procedures
The participants of this study were 5 known Business Owners around Malabon and
Navotas City, namely: Mr. Rederick Siongco, owner of grocery stores; Dr. Edna Cruz Santa
Maria, a dentist in Malabon City; Mr. Franco, owner of Drug Store; Mr. Solomon V.
Masangkay, proprietor of Ellet’s sweets; Mr. Merlyn K. Cervancia, proprietor of Aquarian
Power Generation and Repair Services (APGARS). Meetings with them were held on February
2018 with different business owners around Malabon and Navotas City. More specifically, the
researcher came in touch with and asked them to participate in the research after explaining the
nature and the scope of the study. In general terms the respondents were willing to participate in
the research and the interviews were conducted on February 6, 10 and 13 of 2018. The
discussion took place at their own businesses and lasted approximately 15 to 20 minutes. During
the interviews were mainly kept notes, and took a video with their permission in order to help the
researcher to analyze the gathered data. During the conduction of the interview, respondents
were free to express their own point of view in the topic. Finally, it should be noted that the
conversations flowed smoothly and pleasantly.
The researchers conducted a survey to the consumers of the specific establishments

around Malabon and Navotas City. This is where the researchers who conducted the research
construct questions using the multiple choice format where the respondents are offered a set of
answers to the given questions from which they can answer. The survey conducted is done
through Google forms where researchers asked and message each respondent to answer the
forms by sending them the link. Questionnaires were given from February 24 to 27 with a total
of 50 respondents who participated and answered the given questions. All questions answered by
the respondents who are also customers, have different answers that keeps the researchers have a
greater knowledge and ideas about the paper with different perspectives and explanations. Using
this data, researchers were able to gain information’s through giving them the chance to provide
their own answer to the question given for them to express their own opinion about the topic
being discussed. The purpose of these forms is to have additional valid information’s that will be
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included in the data. Also it is to get facts from the valued customers of the business
establishments.
Research Design
The researcher itself is considered as qualitative type of research while conducted the
study is a descriptive type of research, where is aims to depict the participants in an accurate
way; such as describing the situation itself. The main goal of the topic is describing, explaining
and validating the situation of the positive and negative effects of social media to the business
strategies of business establishments around Malabon and Navotas. The researcher’s collected a
sample of 50 consumers who use and do not use social media as a mode of inquiring in a
business. Also, the researcher’s conducted an interview to 4 business establishments of Malabon
and 1 business establishment in Navotas. Wherein, some of these businesses don’t use social
media as a tool for advertising their product or business. Through the different types of samples
that will be taken, there will be different kinds of information that will be given to the
researchers. Through the different types of gathered data, the researchers will now begin to
separate the data and applying methods such as defining, elaborating and verifying various
information and begin constructing a conclusion from the different types of data collected from
the respondents.
Research Locale
This study was conducted in the two cities around CAMANAVA which is in Malabon
and Navotas City. The establishments that the researchers chosen are located in Brgy. Ibaba,
business establishments are near to each other and walking distance only from one
establishments to another; Brgy. Niugan, the establishments are far from each other and Brgy.
Bangkulasi, the business establishments are far from each other so the competency in products is
very rare.
and Navotas City
Respondents
The respondents of the paper are the owners and the customers who use social media as
part of their marketing strategies and also, as consumers, how they have been affected by social
media in terms buying products. Another type of respondents are the owners who are not using
social media as part of their marketing strategies in its business in the Malabon and Navotas area.
The respondents were given a questionnaire using Google Forms and each respondent has a
different answer to another that gives the researchers a lot of ideas.
Data Collection Procedure
For the purpose of this research, interview and survey method were used. Interviews are
personal and structured interview, whose aims to identify participant's abstract factors such as
emotions, feelings and opinions regarding a particular subject. The main advantage of personal
interviews is that it increases the knowledge of both the interviewer and the interviewee. While
survey are prepared questionnaires where respondents are offered a set of answers. Data
collection is much easier with surveys, which tend to use easy to read data sources that can be
compiled and analyzed as needed. The anonymity of surveys allows people to feel more
confident with their responses and the answers will remain confidential. Researcher and
respondents can interchange their views and ideas about the topic. Through planned interviews
and surveys detailed information can be collected which enables proper analysis of a problem.
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Data Analysis Procedure
The gathered data from different respondents will be examined and analyzed by the
researchers through the method of Thematic Analysis. Through the thematic analysis, the
researchers had an interview and survey to the business establishments around Malabon and
Navotas. First the researchers decided on the topic to study, established the focus of the paper
and collected data analysis to the business owners and also to the consumers. This is a qualitative
study where each data is interpreted which is supported by evidences.
Chapter 4
FINDINGS and DATA ANALYSIS
Figure 1
Have you ever inquired to a business through the internet/online?
and Navotas City
20%
Yes (40)
No (10)
80%
With this information, it is likely to say that most of the respondents have tried inquiring
for business through internet or online. Most of the respondents could actually know how to use
social media to inquire businesses or buy products online. However, there are some respondents
who don’t consider social media as their medium in connecting to the market world.
Figure 2
If yes, what method was done through your inquiry?
and Navotas City
3%
3%
7%
15% Facebook (29)

Website (6)
Instagram (3)
72%
Twitter (1)
Friends (1)
There are many kinds of method on how to inquire for a business but with the survey, but
the results show that majority or more than half of the respondents tend to use Facebook as a
method of inquiring business online and next which is website while the least used method on
how they inquire business is through with their friends and twitter. It is probably that most of the
social media users are from Facebook and it might have lot of advertisement that encourages
people to buy the products. Also, most of the people nowadays are into the usage of Facebook
and consider it as their daily routine.
Figure 3
What is the type of business you inquired for?
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7%
2%
22%
11% Food (10)
Fashion (11)
Beauty and wellness (7)
18%
Electronics (8)
24%
Services (5)
16%
Franchise (3)
Books (1)
The most type of business inquired is fashion, it might be trend and most of the people
who selected fashion are probably women. Specially, nowadays female are more into new
launched fashion accessories that they wanted to purchase. Second from fashion is food which is
slightly lower from fashion, food industries are probably promoting their product through the use
of social media and informing the consumers about the quality and affordability of it. And lastly
inquired are books which came down to the lowest spot. It might say that most advertisements
that are on social media are about fashion and food and not quite on books and franchise.
Figure 4
Does the use of social media for advertising give a positive effect as a consumer?
and Navotas City
4%
Yes (48)
No (2)
96%
This graph clearly states that the use of social media as advertisement gives a positive
effect to the consumer based on the respondents that answered the survey questions. Almost all
of the respondents closely said yes, however it can’t erase the fact that still there are some people
who don’t consider it as it has good effects to them. It is wherein they could say that they were
affected by the advertisement on social media that led them to the conclusion that it could give
them a positive effect to the consumers based on the majority of the answers. It can be teenagers
nowadays are in favor with the use of social media to make their transaction easier while those
late adults still prefer going out to the store and see the product by themselves.
Figure 5
What are the positive effects of social media in advertising a business?
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10%
8% Faster way of sharing information
(32)
18% Greater approach in reaching

customers (9)
64%
Can tranparently know what
consumers want (4)
Gives various options (5)
The respondents claimed that the positive effects of social media in advertising a business
is that it is the faster way of sharing information which more than half of the respondents
answered and they also answered greater approach in reaching consumers and there are a few
that gives various options which could be possible with social media advertisement. It could
probably mean that business owners actually experienced the positive effects of social media in
advertising and the reliability of social media. Almost all of them agree that it really indeed has
positive effects in advertising a business which help them to have a progress with their job.
Figure 6
What are the negative effects of social media in advertising a business?
and Navotas City
Spreads bad/false/fake information
(32)
2%
16%
Consumers are free to express
comments against a brand/business
8% (5)
The consumer world is too crowded
10% 64% (4)
A simple mistake can go out of hand

(8)
All of the above (1)
Though there are many positive ways on how social media could be a great marketing
strategy to different businesses, it also has its own flaws which could lead to downfall of the
business. One of the negative effects of social media as a marketing strategy is it might spread
bad, false or fake information which more than half of the respondents answered and secondly a
simple mistake can go out of hand. The respondents of the survey could actually guess the
possibility of the negative effects of social media in advertising a business which false
information may spread and consumers are free to express comments against a brand or business
which can lead to the destruction of the image of the business. There is a possibility that those
respondents who answered negatives about social media has already experienced it by them and
they let their inner voice out to enlightened the others.
Figure 7
Is social media a convenience to a consumer?
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4% 6%
6%
Strongly disagree (3)

Disagree (3)
50% 34%
Neutral (17)
Agree (25)
Strongly agree (2)
Many people could have a different perspective on how they see social media as a
convenience to a consumer but through this research with exactly half of the respondents
answered that they agree that the social media is a convenience but not more than half answered
that they are neutral to the social media being a convenience to consumers. Half of the
respondents agreed that social media is a convenience to the consumers because they might
actually experience the convenience in it and most of them are neutral because they might not
know if it actually is a convenience or a nuisance. Most of the respondents who said that it is a
convenience may rather be the one who experience good services with the use of social media.
However, there are people who disagree maybe the one who lost interest in the usage of it and
don’t consider it as their way of daily transaction.
Figure 8
Reason out your answer in question #7
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Social media can be negative
18% 12% through spreading fake news,
hoaxes and phishing (4)
Convenient through easy way of
12% communicating and reaching the
business (19)
Aids the business through
58% connecting with consumers and
promoting of products (4)
Neutral because it can benefit or be
a nuisance to a consumer due to
fakes and hoaxes (6)
Though the respondents have agreed upon that the social media is a convenience to the
consumer and one fourth of the respondents are neutral about the social media as a convenience
to a consumer but the reason of their answers is because it is convenient through easy way of
communicating and reaching the business which is more than half of the respondents answered.
This might say that most of the respondents actually benefited from the convenience of social
media but some are not satisfied with the results. Also, it is possible that most of the respondents
who disagree about it are looking for much better services than what the social media can do.
Figure 9
If you were to establish your own business, would you use social media as a tool for
advertising?
and Navotas City
2%
yes (49)
no (1)
98%
This graph shows that almost all of the respondents answered that they will be using
social media as if they were to establish their own businesses and use it as an advertising tool, it
might be that most of business owners or planning to have a businesses are aware of the use of
social media as a marketing strategy and they know that it could affect their businesses. It can
affect them in a good way wherein they will be able to achieve the progress that they wanted to
pursue but not all businesses that uses social media succeed in this kind of manner. However,
some of the respondents don’t consider it in operating their business.
Figure 10
State your reason of your answer in question #9
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Faster way of spreading &
10% 2% advertising the product and
4% connecting to the consumers (42)
Social media advertising is better
than the traditional way of
advertising (2)
To adapt to the modern world and
84% be innovative (5)
Only few people would notice it (1)
The respondents that which had been surveyed also have the reason why they would
choose to use social media as a tool for advertising, if they were to establish their own businesses
which most of the respondents answered that it could be a faster way of spreading and
advertising the product and connecting to the consumers and secondly which is to adapt to the
modern world and be innovative. We can say that most of the respondents are aware on how
social media works and know how to use it as an advantage to their planning businesses. There is
a possibility that they are business minded people who looks on every aspect in terms of business
wherein they can easily know if they will be able to have a benefit for it.
Chapter 5
CONCLUSION
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The researcher’s aim to look at the positive and negative effects of social media to the
marketing strategies of business establishments in Malabon and Navotas. Analyzing the stance
and statements of consumers, non-consumers and business establishments who are using and not
using social media as a mode for advertising.
Through the methods that were undergone during the making of the study, the researchers
came up with the following conclusions:
The interviewed business owners showed the process and ways that they use to promote their
products. Some businesses used tarpaulins, websites, social media, and most specifically
Facebook and Instagram. This means that social media has been a big hit and big part of
everyone's life even in business world. Business owners use social media as part of the process in
marketing their business or even just advertising the business/company, whether it is small or big
type of businesses. The respondents answered that there is no negative impact in their business in
terms of using social media and it states that it should be used as good as better because
consumers also use social media to inquire more about the product or even buy some products.
Social media has been used by business owners to promote their product because it is worldwide
and also free in terms of advertisement. Using tarpaulins and billboard has now just been a
simple part or way used for marketing strategies because social media is the priority of business
owners for its wide range use. Also, on how do the consumers sees the business and products in
social media will surely made more impact whether it is promoted great or not.
Business establishments are not only for the use of internet; however, it is also on how they
deal with the customers. One of the business owners who don't have the access to social media,
claims that using internet can waste their time waiting for the customers to have inquiries and
explaining people about their products. Instead they advertise their product through putting their
names in their bags and product itself so that people will know something about their business.
Also putting signage and tarpaulin will help them to easily manage their job. Not all businesses
and Navotas City
need social media in order to make a progress and to be successful, social media only serves as a
bridge to a higher ground but it is not always necessary to be part of it. Some businesses earn
their strong foundation by their good services to the people and good communication with them.
Through social media, businesses owners have a wide variety of ways on how they could
benefit their business but through the use of social media, business can have many possibilities.
Businesses can be known faster if they use social media as a marketing tool, consumers that been
satisfied with the product can help spread the news, advertising on social media can be a lot
easier rather than advertising through flyers and banners, and most of all social media could
reach the consumers faster which could greatly benefit the business and businesses owners.
Business owners could easily connect to the consumers with far lesser time through feedback on
social media which could be their voice on how they will respond to the businesses implied.
Also, business owners can check on how far behind or ahead they are to their competitors
through social media.
Social media’s essence of being a wide space or environment for many individuals such as
business owners is grabbing the chance where this environment is a place for business. Due to
the vast space given by social media; consumers are also present in the scenario. This leads to the
point where businesses establish their own environment to reach out to their consumers and to let
the world know about their business. Also, business owners are getting creative and innovative
when it comes to advertising, such as establishing their own Facebook page, website or even
establishing ads online. Because of the publicity of the information of each business owner, this
will not just be viewed by their consumers. But also their fellow business owners as well, which
serves as somehow an environment for competition between businesses. For whoever with the
most likes, reactions, views and inquiries will get the achievement of being much known to the
social media users who are consumers. Also, business owners are able to keep an eye on their
fellow business owners or competitions to know or be transparent on to what the other’s
gimmicks or strategies that it has to offer to the consumers.
and Navotas City
Social media in the business world truly shifted the old and cultured way of advertising. This
is the use of flyers, by mouth, and television or radio broadcasts that can cost a fortune. Through
the vast entrance of technology to the world today, majority of people are using social media as a
mode for entertainment, connectivity and even be aware of what is happening around the
environment. Which makes business owners grab the opportunity to approach the audience in a
low price, instead of tiring themselves in giving out flyers and spending a fortune on television
or radio broadcast, or even using their own capabilities to literally ‘spread the word’. Nowadays,
in just one click or push of a button, they will be able to advertise their business. All they have to
purchase is having a Wi-Fi connection in their business. Truly, it has become a convenience not
just to business owners but also to the consumers as well, through the power of technology they
can also easily reach out to the business itself and vice versa. Through the capabilities of
technology can offer, business owners are able to advertise their product in a less tiring and
budget friendly way, also their audience and consumers are able to know about their business in
just one click or push of a button or even just in one scroll or search away.
According to the conducted surveys of the researchers, majority of the data has shown that
social media truly benefits the consumers in various of ways. One of the major answers of the
respondents is that social media aids them in inquiring a business through faster way of sharing
or spreading information. Also through social media, consumers are able to voice out their
opinions and feedbacks in an easy and convenient way, through those kinds of methods the
business establishments can transparently know what the consumers’ needs, wants are and what
are the things that they can improve in order for the consumers to be satisfied. Social media is
also a convenience to a consumer due to it having various options while using a less amount of
time, instead of spending energy and time in going out crowded malls, there is social media for
them to select and scan products through online shopping in websites, Facebook pages and also
Instagram feeds that offer deliveries in shopping. According to the conducted surveys, despite of
the convenience that social media can offer to consumers, there is also an inconvenience that
consumers are still afraid of, such as spreading fake information about a product or the business
itself, the consumer world is too crowded, and also due to too much freedom of consumers it
could lead to easily leaving out hasty and rude comments that could affect the business itself.
and Navotas City
Also, consumers are also aware that a simple mistake of a business could go out of hand, such as
spreading bad information from an unsatisfied customer is difficult to pacify that could affect the
way other consumers about the business. It’s true that majority of the consumers treat social
media as a convenience though some of the respondents are still skeptical and doubtful about the
possible negative outcomes of social media as a tool or mode for advertising.
Chapter 6
IMPLICATION and RECOMMENDATION
Social media has been used as a device to have a transaction with everyone. It is not only
for the daily basis; however, it is also for daily transaction in terms of business inquiries.
Specially, many people nowadays are living in a digital age wherein everything is instant and
high technology. They can easily have an access to something and they can immediately get
what they want. Some business owners took advantage of it and use it in order to make a
progress and to achieve their goals. It is already the source of information of every people.
However, social media has its positive and negative effects as a tool in advertising a business. It
can be the cause of their success or other way around, meaning, there is a possibility that it can
be the cause of their failure. Not all businesses need to be part of it; there are some chosen
businesses that are inclined with this in operating their business. However, others prefer to look
outside the box and interact with people personally instead of being stuck wasting their time
waiting for some inquiries through social media.
and Navotas City
The researchers want to recommend to those who are interested in starting up their own
business that social media can be a great factor in changing the flow of their lives and to try and
take advantage to have a name in the digital world. With the past experience of the business
owners around Malabon and Navotas, it can be an inspiration to them in order to boost their
ambition in achieving their goals. This research has been conducted to resolve the issue
concerning the use of social media as an advertising strategy to business establishments. With
this research, it can show the relevance on how social media affects the business not only for the
business owners but also for everyone who uses internet. The researchers of this study can give
for about many important parts which focus on the positive and negative effects of social media
as a marketing strategies of business owners in Malabon and Navotas.
This study will expand the knowledge of everyone about social media that they can apply
for their future use. To the business owners who want to advertise their businesses through social
media, they should know the effects of social media first and have a deeper understanding on
how they are going to handle and deal with the problems involved on the social media. Social
media is a wide range connection on internet worldwide that has been used by almost all people
that causes some, or majority of business owners to use it as part of their marketing strategies.
Researchers in the future can use the data about the positive and negative effects of social
media. They can have an additional ideas and source about the topic that they are going to
discuss in the near future. This study provides sufficient evidences from the reliable sources
based on their own experiences. It can be their guide in knowing the path in the field of business.
This research could greatly benefit not only the students but also the future researchers and
business owners to be their guide and even furthermore improve this research.
and Navotas City
BIBLIOGRAPHY
Bhanot, S. A Study on impact of social media on company performance. Retrieved
February 14, 2018, from http://bit.ly/2FwIn7T
Bush, T. (2016, August 24) 5 Modern Marketing Strategies You Should Know. Retrieved
January 29, 2018, from http://bit.ly/2Fjku4w
Business and Social Media Essay. Retrieved January 28, 2018, from
http://bit.ly/2tnWMhG
Hajli, M. N (2014) A study of the impact of social media on consumers. Retrieved
February 14, 2018, from http://bit.ly/2jcxVXA
Hudson, M. (2017, September 25) What is Social Media?. Retrieved January 29, 2018,
from http://bit.ly/2iLRnfn
Mikoluk, K. (2014, January 07) Business Strategy Examples: Four Strategies
Businesses Use to Make Money. Retrieved January 29, 2018, from
http://bit.ly/2oUD5Zy
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Newlands, M. (2017, May 1) 10 Social-Media Marketing Strategies for Companies.
Retrieved January 28, 2018, from http://bit.ly/2pRml8w
Popali, S. (2017, September 18) What is the Impact of Social Media on Your Marketing.
Retrieved January 28, 2018, from http://bit.ly/2oUKnMT
Recklies, D. (2015, November 27) The traditional strategy process - strategy making in
the past. Retrieved January 29, 2018, from http://bit.ly/2D3kiQN
Rouse, M. (2016, September) social media. Retrieved February 14, 2018, from
http://bit.ly/1waXLbT
Schmidt, M. (2017) Business Strategy, Model, Strategic Framework. Retrieved January
29, 2018, from http://bit.ly/1L869Bt
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APPENDICES
OUTLINE
Title:
“An Evaluation on the Positive and Negative Effects of Social Media to the Marketing Strategies
of Business Establishments around Malabon and Navotas City”
Thesis Statement: The Positive and Negative Effects of Social Media to the Marketing
Strategies of Business Establishments in terms of connecting with consumers, promoting the
product and expanding the business.
I. Introduction
A. Definition of Social Media
B. Positive and Negative Effects of Social Media
C. Business Establishments
D. Marketing Strategies
II. Business Establishments and Consumers

A. Business Owners
a. Using social media for advertising
b. Not using social media for advertising
and Navotas City
B. Consumers
a. Using social media for inquiring businesses
b. Not using social media for inquiring businesses
III. The Positive and Negative Effects of Social Media to Business Establishments and
Consumers
A. Positive Effects
a. Positive and negative effects to consumers using social media
b. Positive and negative effects to consumers not using social media
B. Negative Effects
a. Effects of social media to business owners using social media
b. Effects of social media to business owners not using social media
IV. Conclusion
A. Issues of fake news
B. Benefits of Social Media
V. Implications and Recommendations

A. Cautious in social media
B. Innovation of Social Media
SURVEY QUESTIONS
FOR THE CONSUMERS:
1. Have you ever inquired to a business through the internet/online?
____ Yes
____ No
2. What is the type of business you inquired for?
____ Fashion
and Navotas City
____ Beauty and Wellness
____ Electronics
____ Food
____ Services
____ Franchise
____ Others (Please specify: __________)
3. If no, proceed to question no. 5

4. If yes, what method was done through your inquiry please check your preferred answer:
____ Facebook
____ Twitter
____ Instagram
____ Viber
____ Website
____ Others (Please specify: __________)
5. Does the use of social media for advertising gives a positive effect as a consumer?
___ Yes (Proceed to Question no. 6)
___ No (Proceed to Question no. 7)
6. What are the positive effects of social media in advertising a business?
____ Faster way of sharing information
____ Greater approach in reaching customers
____ Gives various options
____ Can transparently know what the consumers want

and Navotas City
____ Others (Please specify: ____________________)
7. What are the negative effects of social media in advertising a business?
____ Spreads bad/false/fake information
____ Consumers are free to express comments against a brand/business
____ The consumer world is too crowded
____ A simple mistake can go out of hand
____ Others (Please specify: ____________________)
8. Is social media a convenience to a consumer?
____ Strongly Agree
____ Agree
____ Neutral
____ Disagree
____ Strongly Disagree
9. If you were to establish your own business, would you use social media as a tool for
advertising?
____ Yes
____ No
10. Please state your reason of your answer in Question #9
and Navotas City
INTERVIEW QUESTIONS
FOR BUSINESS OWNERS WHO USES THE INTERNET:
1. What are the methods you are using to advertise your company/products?
2. How do social media affect the sales of the company?
3. Why did you choose to post your product or advertise your product on social media?
4. What do you think are the advantages of using social media in advertising your product?
5. What are the negative effects of social media that you experience?
FOR BUSINESS OWNERS WHO DON’T USE THE INTERNET:
1. Despite of the lack of the use of the Internet, what are the other alternatives for you to
advertise your company/products?
and Navotas City
2. How can you maintain a good status of your business though you are not using the
Internet?
3. Do you plan to use social media in the near future?
4. For you, what are the advantages of not using social media for advertising?
5. What are the disadvantages of not using social media in advertising the business?
FOR BUSINESS OWNERS WHO DON’T USE THE INTERNET:
MIRLA F. BAUTISTA
- I can advertise it through mouth and through the customers, and also putting signs and
slogans in the drug stores.
Internet?
- A good service with the customers, while putting the right product and number of stocks
of the customers’ needs.
- Maybe, it will help. Actually we are using social media but not to advertise. We have
programs in the company wherein they are putting data for the pharmacy assistance to
learn what to do and how to deal with the customers.
- As I’ve said before, there should be good service and good relationship with the
customers. There's always enough availability of the stocks to provide for consumers.
and Navotas City
- Social media really helps your business to improve; people are talking about you through
internet. By simply browsing to your phone they can easily go to your store. Actually,
drug store is a service business and not only for profit. We are here to serve people; you
can ask questions and consult with the medicines that you are buying.
DR. EDNA C. STA. MARIA
- Word by mouth will do
Internet?
- Dealing quality services to the patience
- No
- Proper connection to the patient
- None
DEXTER SIONCO
- For example, like putting your name in your paper bag or plastic bag, putting your name
in the product itself will be a big part in advertising your name and at the same time you
can use tarpaulin and signage that is the big factor in advertising the business name itself.
Internet?
and Navotas City
- Just simply being consistent in the supply that you have, having an internet or without an
internet is not a big factor in my market, because my market is more on based on local
people. That means that I need to create an environment which has a complete and
consistent supply of product. So, people can come here and if they want to buy something
they will be able to see it and they can buy it.
- Maybe in the future but not right now because we cannot cater if we are going to expand
in a bigger market. Right now we are only fit for small market.
- Maybe the advantage is that you don't spend time, being wasted in inquiries, people
asking questions because our market is for those who walk in and buy it and walk out at
the same time.
- The disadvantage maybe, is your market is limited and using the social media you may
increase your market size. But speaking of increasing your market size that means you
are going to increase you labor and your expenses also increases.
BUSINESS OWNERS WHO USE INTERNET:
MERLYN K. CERVANCIA
- Thru the use of website and Facebook.
- In terms of advertisement, it helps or affects so much for our company to be recognized
on the products and services we offered. In terms of income and profitability, it gives us
average of 10% to 20% increase in volume sales every year.
- Because of wide and fast coverage in the entire nation and the world. It cost savings
rather than having an employee or someone that will market our product and services.
and Navotas City
- With most of the people nowadays are in the social media, people can easily recognize
the products and services the company offered. Fast inter-connection and economically.
- None so far.
MR. SOLOMON MASANGKAY
- We have tarpaulin displays in selected areas in Malabon. We Also have a Facebook and
Instagram account and Facebook page.
- Part of our increase in sales is through social media. Many customers face their orders
through Facebook account and page. We also receive inquiries through this.
- It is a good way to promote our product on social media because it reaches many people
not only in Philippines but also in other countries.
- It promotes the product to a lot of people for free. It’s also a way for our product to be
recognized.
- So far we have no negative effect experienced through social media.
COMPANY PROFILE
General Business Information
Business Name: Aquarian Power Generation and Repair Services
and Navotas City
Abbreviated Name: APGARS
Head Office Address: #56 B. Luna St., Brgy. Bangkulasi, Navotas City
Phone Number: 921-3684 / 921-0923
Website Address: http://apgars.com.ph/
Total Number of Employees: 30
Contact Information of the Person in Charge:
Name: Merlyn K. Cervancia
Contact Number: 710-7985
Email: tingkcervancia@yahoo.com
Address: #56 B. Luna St., Brgy. Bangkulasi, Navotas City
Business Details
Date of Creation: January 2012
Main Products: Generators
Main Services: Services for Generating Sets
Generating Set Installation
Service / Repair of Synchronizing Control Panel
Preventive Maintenance Program for Generating Set
Rewinding of Main Alternator
COMPANY PROFILE
Business Name: Edna Sta. Maria Dental Clinic
and Navotas City
Abbreviated Name:
Head Office Address: 168 Gen. Luna St. Malabon City.
Phone Number: 2814379
Name: Dr. Edna C. Sta. Maria
Contact Number: 5460414
Email: ednasmdentist@yahoo.com
Address: 168 Gen. Luna St. Malabon City.
Business Details
Date of Creation: 1985
Main Products: N/A
Main Services: Dental Services
COMPANY PROFILE
Business Name: Ellet’s Sweets
and Navotas City
Head Office Address: 86 Vicencio St., Brgy Niugan, Malabon City
Website Address: Ellet’s Sweets (Facebook Page)
Name: Solomon Masangkay
Email: mon812masangkay@yahoo.com
Address: 88 Vicencio St., Brgy. Niugan, Malabon City
Business Details
Main Products: Macapuno, Garbanzos, Beans, Nata de coco, Monggo, Kaong, Halo-Halo
Main Services: Food Manufacturing
COMPANY PROFILE
Business Name: Franco Drug
Abbreviated Name: Mirla Franco Bautista
and Navotas City
Head Office Address: 177 Gen. Luna St. Malabon City.
Phone Number: 281 4396
Name: Mirla F. Bautista
Contact Number: 281 4380
Email: N/A
Address: 177 Gen. Luna St. Malabon City.
Business Details
Date of Creation: January 1974
Main Products: Pharmaceuticals & Cosmetics
Main Services: Dispensing Medicines
COMPANY PROFILE
Business Name: XEDEX House of Trading
Abbreviated Name: XEDEX
and Navotas City
Head Office Address: 176 General Luna St. Malabon City
Name: Dexter Siongco
Email: dexterSZE999@gmail.com
Address: 176 Gen. Luna St. Malabon
Business Details
Main Products: Grocery
Main Services: Every day needs
CURRICULUM VITAE
I. Personal Profile
Name: Judelyn A. Atupan
and Navotas City
Nickname: Judy
Address: 158 General Luna Brgy. Ibaba Malabon City
Birthdate: August 20, 2001
Age: 16
Hobbies: Watching Movies
II. Education Background
Preschool: (San Agustin Day Care Center) (2006-2007)
Elementary: (Tañong Integrated School) (2007-2013)
High School: (Lapurisima Concepcion Academy) (2013-2015)
(St. James Academy) (2015-2017)
Philosophy in Life
"Always choose responsibilities, because desires can't be fulfilled." -Vishal
CURRICULUM VITAE
I. Personal Profile
Name: Charissa Gail J. Cervancia
and Navotas City
Nickname: Gail
Address: 56 B. Luna St., Brgy. Bangkulasi, Navotas City
Birthdate: November 7, 2000
Age: 17
Hobbies: Cooking
Preschool: (Pamayanang Nagkakaisa sa San Jose) (2005-2007)
Elementary: (Daanghari Elementary School) (2007-2013)
High School: (St. James Academy) (2013-2017)
Philosophy in Life
“In order to succeed, we must first believe that we can” - Nikos Kazantzakis
CURRICULUM VITAE
I. Personal Profile
Name: Shawn Kendrew C. Damasen
and Navotas City
Nickname: Ken
Address: 32 Azucena St. Longos Malabon City
Birthdate: March 10, 2000
Age: 17
Hobbies: Basketball, Cycling, Computer Games, Guitar
Preschool: (Immaculate Concepcion Parochial School) (2004-2007)
Elementary: (Immaculate Concepcion Parochial School) (2006-2012)
High School: (Immaculate Concepcion Parochial School) (2012-2016)
Philosophy in Life
"Patience is a Virtue"
CURRICULUM VITAE
I. Personal Profile
Name: Ian Gerald G. Masangkay
and Navotas City
Nickname: Yan
Address: 88 N. Vicencio St. Niugan, Malabon City
Birthdate: August 30, 2000
Age: 17
Hobbies: Basketball, Badminton, and Eating.
Preschool: (La Felicidad Learning Center) (2005-2007)
Elementary: (Arellano University) (2007-2013)
High School: (Immaculate Conception Parochial School) (2013-2017)
Philosophy in Life
“The Only Challenge is yourself. Be Better.”
CURRICULUM VITAE
I. Personal Profile
Name: Paula Mariel A. Rodriguez
and Navotas City
Nickname: Pau, Poleng, Polay
Address: #43 Leoño St. Street, Tañong Malabon City
Birthdate: November 8, 2000
Age: 17
Hobbies: Drawing, Painting, Reading books, Watching movies and series
Preschool: (San Bartolome Parochial School) (2005-2006)
Elementary: (La Cabecerra De Montessori) (2006-2007)
(La Purisima Concepcion Academy) (2007-2012)
High School: (La Purisima Concepcion Academy) (2012-2015)
(St. James Academy) (2015-2017)
Philosophy in Life
“To live a creative life, we must lose our fear of being wrong.”
and Navotas City

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The Impact of Social Media to the Marketing Strategies

in Malabon and Navotas City

A Qualitative and Descriptive Research

Adriane Austine V. Fabregas

II REVIEW OF RELATED LITERATURE AND STUDIES 14

Chapter III: Research Methodology

Chapter IV: Presentation and Analysis of Data

Chapter VI: Implications and Recommendations......................................................40

SIGNIFICANCE OF THE STUDY

1. Researchers Themselves - To the researchers themselves, who are in the ABM

STATEMENT OF THE PROBLEM

SCOPE AND DELIMITATION

Crucial- decisive or critical, especially in the success or failure of something

Extent - area covered by something.

Innovation- process of innovating

Mere - solely or no more or better than what is specified.

Sales- the exchange of a commodity for money

Tactics- strategy carefully planned to achieve a specific end.

Strategy- a plan of action

Tremendous- very great in amount, scale, or intensity

Social media is the collective of online communications channels dedicated to

Social media as traditional methods of marketing to customers like advertising or direct

The researchers conducted a survey to the consumers of the specific establishments

Data Collection Procedure

FINDINGS and DATA ANALYSIS

Have you ever inquired to a business through the internet/online?

If yes, what method was done through your inquiry?

15% Facebook (29)

What is the type of business you inquired for?

What are the positive effects of social media in advertising a business?

18% Greater approach in reaching

What are the negative effects of social media in advertising a business?

A simple mistake can go out of hand

All of the above (1)

Is social media a convenience to a consumer?

Strongly disagree (3)

Reason out your answer in question #7

State your reason of your answer in question #9

Only few people would notice it (1)

IMPLICATION and RECOMMENDATION

Bhanot, S. A Study on impact of social media on company performance. Retrieved

February 14, 2018, from http://bit.ly/2FwIn7T

January 29, 2018, from http://bit.ly/2Fjku4w

Hajli, M. N (2014) A study of the impact of social media on consumers. Retrieved

February 14, 2018, from http://bit.ly/2jcxVXA

Mikoluk, K. (2014, January 07) Business Strategy Examples: Four Strategies

Businesses Use to Make Money. Retrieved January 29, 2018, from

Retrieved January 28, 2018, from http://bit.ly/2pRml8w

Retrieved January 28, 2018, from http://bit.ly/2oUKnMT

the past. Retrieved January 29, 2018, from http://bit.ly/2D3kiQN

Schmidt, M. (2017) Business Strategy, Model, Strategic Framework. Retrieved January

29, 2018, from http://bit.ly/1L869Bt

II. Business Establishments and Consumers

V. Implications and Recommendations

FOR THE CONSUMERS:

1. Have you ever inquired to a business through the internet/online?

2. What is the type of business you inquired for?

____ Others (Please specify: __________)

3. If no, proceed to question no. 5

____ Others (Please specify: __________)

___ Yes (Proceed to Question no. 6)

___ No (Proceed to Question no. 7)

6. What are the positive effects of social media in advertising a business?

____ Faster way of sharing information

Others (Please specify: ______)

Others (Please specify: ______)

Others (Please specify: ________________)