Social Media Advertisements: Its Effect on the

Preferences Among the College Students

of University of Batangas

A Research Paper presented to the

College of Business and Accountancy
University of Batangas

In partial fulfillment of the requirements

for Mathematics in the Modern World

Flores, Paul Joshua P.

Furto, Rainne Marc V.
Malimata, Julius R.
Perida, Jan Rhavendt C.
Villapando, Patrick T.

May 2019
INTRODUCTION
In today’s business world, social media is being discussed on a daily
basis. This phenomenon has taken over the marketing and advertising industries
and has changed the way they handle their efforts to attract
customers. Advertising, as a form of communication, is intended to influence an
audience to buy or take some action upon products and services of various
brands and providers.

Social media today is simply online media that facilitates social interaction.
There are numerous websites, channels and resources that allow advertisements
to be distributed reaching millions of people worldwide, these are sites such as
‘Facebook’, ‘Twitter’, and ‘YouTube’. The rise of these online communities has
given companies the opportunity to engage in conversations with their customers.
Through these advertising tools, a company can generate high awareness among
a larger audience as well as an increased market share in short run. It is proven
by Toyota’s sudden increase in sales after the enthusiastic integration of social
networking efforts.

The researchers came up to the decision of studying about the

aforementioned topic because of the college students’ susceptibility to this form
of advertising. They aimed to study the student’s engagement with social media
platforms that drives them to engage with advertising embedded in these
platforms and, subsequently, evaluations of these advertisements. In turn, this
will help the researchers find the substantial connection between social media
advertisements and the preference of college students, if there is any. Also, the
result of this study can help in identifying the direct impact of social media
advertisement to the student’s purchasing pattern. Upon knowing, this can
greatly help them as they embark their journey towards the field of business. This
can provide them reliable and scientifically backed- up assumptions.
RESULTS

Assessment of the Effect of Social Media Advertisements to the

College Students’ Preferences

Indicators Weighted Verbal Rank

Mean Interpretation
1. In social media sites I am able
to discover products/services. 3.50 Strongly Agree 1

2. I have a prejudgment acquired

from social media before the 3.34 Agree 3
actual purchase.
3. Social media triggers me to
purchase product/s or service/s. 3.00 Agree 6

4. I find social media

advertisements attractive. 2.98 Agree 7
5. I can find related information in
social media before the actual 3.22 Agree 4
purchase.
6. Social media advertisements
influenced me to try new brands of 3.20 Agree 5
product/s or service/s
7. Social media advertisements
are more credible than other 2.76 Agree 10
forms of marketing.
8. Social media advertisements
can change my initial purchase 2.90 Agree 9
preference.
9. I can rely on social media if I
have uncertainty on what to 2.92 Agree 8
purchase.
10. Social media advertisements
give me a wider array of choices 3.36 Agree 2
before the actual purchase.
General Weighted Mean 3.118 Agree
Legend:
Range Verbal Interpretation
3.50-4.00 Strongly Agree
2.50-3.49 Agree
 1.50-2.49 Disagree
1.00-1.49 Strongly
Disagree
The table above shows the assessment of the effect of social media
advertisements to the college students’ preferences. Among the 50 respondents,
it is ascertained that the indicator with the highest score is the statement, “In
social media sites I am able to discover products/services” having the weighted
mean of 3.50 with the verbal interpretation of Strongly Agree. Meanwhile, the
rank two is the statement, “Social media advertisements give me a wider array of
choices before the actual purchase,” with the weighted mean of 3.36 and
interpreted as Agree. On the rank three with the verbal interpretation of Agree
having the corresponding weighted mean of 3.34 is the indicator, “I have a
prejudgment acquired from social media before the actual purchase.” On the
other hand, on the last rank is the statement, “Social media advertisements are
more credible than other forms of marketing,” with the verbal interpretation of
Agree and weighted mean of 2.76.

At large, the general weighted mean of the indicators is 3.118 and falls
under the verbal interpretation of Agree. The table presented above shows a
direct correlation between social media advertisements and the preference of the
college students of University of Batangas.
 DOCUMENTATION

Reference:

Bullas, J., Wilson, G., Gorbatch, A., Chauhan, R., Bullas, J., Meghani, R., & Bullas, J. (2017, April 24).
How Toyota Reached 105 Million Readers With Its Social Media Marketing Campaign. Retrieved
from https://www.jeffbullas.com/how-toyota-reached-105-million-readers-with-its-social-
media-marketing-campaign/