LAS PINAS CITY NATIONAL SCIENCE HIGH SCHOOL

Senior High School Department

Carnival Park Street, BFRV, Talon II, Las Piñas City

Exploitation of Social Media among High School Students

for Marketing Strategy

A Research Paper

Submitted to Ms. Emerina Clarisse Bernante

In Partial Fulfilment of the Requirements for Inquiries, Investigation, and Immersion

Ivanna Julianne I. Cablao

Renee Angela Paulino

Mary Pamela Fiel A. Tugade

XII- Aristarchus

December 12, 2018

 CABLAO, I.J.I., PAULINO, R.A., TUGADE, M.P.F.A. - Exploitation of Social Media among High School Students for
Marketing Strategy

CHAPTER 1: THE PROBLEM AND THE REVIEW OF LITERATURE

Background of the Study

In recent years, the attention in new generation of web-based tools and machineries is emerging

by social media. In the present innovation driven world, social networking sites have turned into a road

where retailers can stretch out their promoting efforts to a more extensive scope of customers.

Social media marketing is being described as an association among brands and buyers, while

offering an individual channel and currency for client focused systems administration and social

interaction (Chi, 46). Social media is currently a developing event in business marketing and public

relations (PR). Even taking consideration of the fact that the speed of flexibility as a tool for PR and

marketing is somewhat low, the trend is continuously rising. Professional tech marketers are using

social media in their marketing approaches to establish a rapport between their consumers and views.

For the past 40 years, the society has encountered an extreme move in how business is led and

how individuals interface (Shimpi, 36). The foundation of personal computers, the Internet, and web-

based business have tremendously affected how organizations work and market. Furthermore, social

media can be exploited to execute various jobs of marketing and communication such as sentiment

research, customer management and others. These adjustments in media utilization and online

collaboration have supported the concern of businesses in using the community of social media as a

tool for promotion, advertisement and communication endeavors.

As stated by Shama Kabani, about half of all shoppers said that they had acquired something -

or changed to another brand or retailer - on account of a suggestion they got through an online
 CABLAO, I.J.I., PAULINO, R.A., TUGADE, M.P.F.A. - Exploitation of Social Media among High School Students for
Marketing Strategy

networking site. Even so, because the rise of social media is a generally new occurrence, understanding

its advantages as an advertising and PR instrument still remains a dispute.

Regardless of its advantages, joining on the social media trend has been an overwhelming job

for corporate advertisers and officials, relatively as a result of its genuinely recent introduction to

business world and doubt surrounding its value. Most specialists in the region of social media

advertising and PR are previous online markers who have been working in the field since its initiation.

Likewise, this study revolves around theories along with the ideas detailed by social media

professionals and endeavor to assess their pertinence for corporate promoting and PR purposes

dependent on major standards of marking, promoting and PR.

Review of Literature

Social Media on a day-to-day basis

Social media plays a vital role in our daily lives and encompasses a growing usage level day

by day. Increasing social media usage level offers chance for brand new software developments

and creating investments in this area. Therefore, social media has not solely focus on economic

purposes but also allow a platform for participation in a community (TEZCİ and İÇEN, 100). Social

media sites and applications have emerged as necessary styles of communication among teens

(Duggan and Brenner, 1-14). Over ninety-fifth of teens used the web in 2012, and 83% of web

users according exploitation social media in 2012 – a rise from fifty-fifth in 2006 (Purcell, 1). While

social media provides infinite avenues for communication, it is still the individuals who influence

other individuals and not technology this is called the User-generated Content (Gonzalez, 23). This
 CABLAO, I.J.I., PAULINO, R.A., TUGADE, M.P.F.A. - Exploitation of Social Media among High School Students for
Marketing Strategy

also helps define a brand as users access different social media sites that are publicly available (Kaplan

and Haenlein, 61).

Social Media Dependent Users (High School Students)

Research has demonstrated the immense existence of social media use among high school

students. For instance, Sisson claims that previous studies have found that more than 90% percent of

secondary school students use social networks (216). Accordingly, Al-Daihani has stated that

educational associations have recognized the relevance of social media and an increasing quantity of

academic organizations are producing accounts and linking groups over these sites (120). As a matter

of fact, these well-known social media applications have affected the lifestyle of the majority. A study

showed that rising technologies are gradually being executed in educational organizations and have a

possibility to cause a major effect on the current learning and teaching practices. Internet-based life

applications are now being acknowledged by younger generations as a stage to communicate team up

and learn in a casual and adaptable way, in spite of the fact that their level of association and

commitment changes significantly (Zakaria et al., 18-19). Also, Virkus emphasizes that social media

endorses the advantages of working cooperatively with aids that encourage the collection and

association of knowledge while simultaneously showing that the assorted variety of individual research

concerns upgrades learning for all (269).

Implication of Exploitation to Marketing

At present times, people are now used to working with the networking area, the vast

development of the web highly affects the advancement of high school students in which they

collaborate and socialize. Today, transformation of communication united them despite the
 CABLAO, I.J.I., PAULINO, R.A., TUGADE, M.P.F.A. - Exploitation of Social Media among High School Students for
Marketing Strategy

geographical location. The web offers a wide diversity of communication devices. Currently, web is a

basic communication medium in professional as well as personal life. The advancement of the web has

prompted its utilization as the best vehicle of communication whereby two-third of the population in

the internet visit social networking sites (SNSs) in this way filling in as communication and collaboration

instruments (Boyd and Ellison, 225). These websites are alluded to as social media.

Shopper marketing may be a new idea or concept that has emerged, making a new platform for

the interactions between businesses and consumers. Shopper marketing is “the planning and execution

of marketing strategies that allow consumers to be influenced toward a path of purchase.” (Shankar

et al., 29) To choose social media as your marketing tool, Companies should be mindful about every

aspect of it and understand how the web is continually altered by different operators in the world in a

collaborative way which adds value to the websites because it allows more interactivity and

collaboration (Campbell et al., 87).

User Generated Content

While social media provides infinite avenues for communication, it is still individuals who

influence other individuals and not technology this is called the User Generated Content (Gonzalez,

23). This also helps define a brand as users access different social media sites that are publicly available

(Kaplan and Haenlein, 61). This is relevant to companies because it gives evidences of what a consumer

thinks and feels about the brand therefore allowing brand managers to consider how to react to

perceptions by the consumers about their brand (Muñiz and Schau).

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Marketing Strategy

Virtual Brand Community

One of the main discussions in studies about using social media as a tool for marketing is the

VBC or Virtual Brand Community which can be described as a group of consumers that have the same

brand/product interests (Georgi and Mink, 3) And it found that members who are part of this community

tend to trust other consumers and increase participation and makes the consumer loyal to the brand

according to Casaló, Favián and Guinalíu. Community members within a strong social group, for

example: teenagers participating in trends, were more accepting of advertising in online communities

like if a Facebook group is focused on luxury brands, then the advertisements concerning high-end

product are more relevant to members of the Virtual Brand Community (Zeng, Huang, and Dou).

Consumer Buying Behavior

It is important for small and big scale retailers to be mindful of the factors that affect a

consumer’s attitude and motive because they create content like reviews and ratings about brands that

is previously only controlled by companies (Heinonen). Considering this, current research studies about

what social media aspects take a toll on consumer attitudes Members of online groups are found to be

disclosing more personal information rather than those who are not active online which makes their

engagement with online advertisements require higher personal connection, so they can suggest or

promote the products to their peers (Chu, 40).

Viral Advertising

A viral approach to marketing online has various advantages because it provides more

opportunities for “creativity” through different mediums of delivery that is more personalized

therefore increasing chances of reaching hard to get audience (Bampo et al., 274). This is the

“unpaid peer to peer discussion of different contents coming from specific sponsors using the
 CABLAO, I.J.I., PAULINO, R.A., TUGADE, M.P.F.A. - Exploitation of Social Media among High School Students for
Marketing Strategy

World Wide Web to influence or persuade an audience to pass the content along to other members

of the Internet community,” which is according to Porter and Golan (Chu, 31).

As a further matter, researches regarding a retailer’s perspective in utilizing social media in

their business models or gauging how successful it is very limited. It is established that when large

companies present new brands and products, they use traditional and non-traditional media to

advertise their products to reach their target market effectively (Cheong and Morrison).

Research Framework

Theoretical Framework

There is just a vague meaning of social media among students. One explanation behind this

can be the way that shape, and usefulness of social media relies upon numerous variables which

make it always show signs of change and develop. Innovative factor plays a particularly essential job

in social media elements as it is straightforwardly subjected to the innovation and stages that

empower the interactive web's content creation, cooperation and trade by participants. As said by

Solis, social media is a move in how individuals find, read, and share news and details and content.

Furthermore, Solis emphasized that social media is a combination of human science and innovation,

changing information flow out of monologue (one to many) into discourse (many to many).

There is a rising pattern occurring in online networks known as "Groundswell" in which

customers collaborate through web 2.0 empowered innovations. Social media that utilize such

innovations include, however are not restricted to, Facebook, LinkedIn and MySpace – social

networking sites where individuals can socialize with one another, such sites as YouTube, Helium, and
 CABLAO, I.J.I., PAULINO, R.A., TUGADE, M.P.F.A. - Exploitation of Social Media among High School Students for
Marketing Strategy

Wikipedia that include user-generated content. Groundswell is created by the intersection of individuals,

intuitive technologies and online economics (Li, 50) and is characterized as "a social pattern in which

individuals use tools to get data they require from each other, instead of traditional organizations like

companies" (Li, 51). Groundswell is aided by Web 2.0 Technologies, a word devised by Tim O' Reilly,

which utilizes cooperative intelligence of individuals. Web 2.0 is otherwise known as social media

(Buneman, 3).

Professionals utilize various hypotheses to clarify the impact of social media on a person's

behavior or conduct. These hypotheses incorporate yet are not constrained to the following: Social

Cognitive Theory and the Theory of Social Presence. Social cognitive theory (Boone et al., 384) is one

of the frequently mentioned theories in the area of mass communication research (Bryant and Miron,

668). This offers clarification for the observational knowledge and clear capability of the attitude of an

individual. The impacts of social media on people’s behavior are an example of the realm in which

social cognitive theory has been applied.

The social influence model of technology use was presented by Fulk et al (139). From their

proposal, social impacts like work group norms, can affect a person’s preference of social media. Based

from the social presence theory, views of media are expected to change, at least relatively, socially

built. The methods of social psychological that are utilized to demonstrate the growth of meaning and

use arrays regarding communication technology social learning (Boone et al., 385) and social

information processing (Salancik and Pfeffer, 245).

 CABLAO, I.J.I., PAULINO, R.A., TUGADE, M.P.F.A. - Exploitation of Social Media among High School Students for
Marketing Strategy

Conceptual Framework

Statement of the Problem

The study entitled, “Exploitation of Social Media among High School Students for Marketing

Strategy” would point out and focus on addressing the certain problems:

1. What is the main use of social media to high school students?

2. Do social media lead business marketers to execute a more accurate performance in

advertising and promoting?

3. What are the views about the purpose and problems of social media marketing by

business marketers?

4. Are there any rights of the high school students violated by companies?
 CABLAO, I.J.I., PAULINO, R.A., TUGADE, M.P.F.A. - Exploitation of Social Media among High School Students for
Marketing Strategy

5. Does exploiting social media among high school students can be highly effective as a

marketing strategy?

Significance of the Study

The study shall favor business marketers and public relations (PR) in coming up with new and

innovative strategies for marketing. Frequently, the most discussed pattern in the domain of online

promotion and advertising in previous years has been the development and popularity of social

networks and potential to use these networks with social media marketing strategies (46). Also,

according to Brown and Hayes, online advertisers need to persuade those influencers to test their

item, give input by means of various online platforms. For example, social media convey their

perspectives and feelings to their connections (220). Furthermore, this will determine the bridging

gap between consumer expectation from social media and its performance, as well as the role of high

school students in the effectiveness of utilizing social media as marketing strategy. The results of this

study will not be only beneficial for businessmen but also to consumers in observing the extent of

using social media for buying and decision making.

Scope and Limitations of the Study

This study focuses on the vast use of social media and other social networking applications to

provide a wide array of choices in marketing strategy. The scope of the study shall only be limited to

the 10 students from Las Piñas City National Science High School both from junior high school and

senior high school departments. It is to be done in a random sampling basis in consideration of the
 CABLAO, I.J.I., PAULINO, R.A., TUGADE, M.P.F.A. - Exploitation of Social Media among High School Students for
Marketing Strategy

wide population of the said institution. Data collection shall be executed in the form of interview and

data gathered will then be transcribed and analyzed. It shall only run from December 2018 only until

March 2019.
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Marketing Strategy

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