The Role of Social Media

Advertising
An Evaluation
Chapter 1
Introduction
• Media, the main means of mass communication, such as television, radio,
and newspapers.
• Mass media as channels used to transmit messages of Mass
Communication. (Print Media and Electronic Media)
• Mass Communication as a Society-Wide communication process to a large
mixed audience.
• Social Media, Online form of Communication. A subset of New Media.
• Hot and Cool Media
• Advertising, audio or visual marketing communication
• Positive effect on success of business through social media advertising
Statement of the Problem
• This project aims to explore the perception of the consumers in using
social media advertising of Jollibee. It will also seek to assess to what
extent Facebook advertising meets the brand image strategy?
Statement of the Problem I
• 1. How are the respondents be described in terms of

• 1.1 Age;

• 1.2 Gender

• 1.3 Status
Statement of the Problem II
• 2. How effective does the Facebook advertising to be as a tool for
enhancing brand image and brand equity?
Statement of the Problem
III
• 3. How can the respondents assess the advertisements on social
media?
Statement of the Problem
IV
• 4. There is no significant correlation between the assessment of
respondents on social media advertisements and its effectiveness on
enhancing brand image and brand equity?
Hypothesis
• Strong and reputable brand image on social media advertising has no
significant correlation on the purchase intention of consumers.
Conceptual Framework
• The study will utilize the Input-Process-Output model
• The Input includes the Profile of the consumers
• Process includes the survey questionnaires and video representation
• The output will be the enhancement of the advertisements towards
on getting more consumers patronizing and buying the product of
Jollibee
Scope and Delimitation
• The study will involve the 100 consumers of Jollibee in vicinity of Sta.
Ana and Mexico.
• The study is descriptive in nature and focused on the effect of the
online advertisements on the perceptions and reactions of consumers
of Jollibee.
• The primary data gathering method will be the survey questionnaire
• This research will be stratified random sampling
• The gathered data will be analyzed using frequency distribution and
coding.
Significance of the Study
• For the Students
• For the consumers
• For Business owners
• For the Future Researchers
Chapter 2
Methods
• This chapter will concisely discuss the research design, participants,
development of the research instruments, administration of the
survey questionnaire, and the statistical tools to be utilized in the
analysis and interpretation of the data and information that will be
gathered.
Research Design
• This study will utilize the descriptive – quantitative method of
research.
• The descriptive part of the study is concerned with the effect and
perception of the consumers
• The quantitative portion of the study will be done through the
employment of a survey questionnaire
• Descriptive research takes the form of closed-ended questions
• Data will be treated using the necessary and appropriate statistical
principles
Participants
• The study will involve 56 social media advertising and consumer of
Jollibee in the vicinity off Dela P az Libutad High School.
Instrumentation and Data Collection
• English questionnaire includes three 28 questions parts.
• The totals of 150 questionnaires collected were used for the data
analysis
• The last part of the survey questionnaire will be about the problems
and suggestions offered by the respondents
Construction and Validation of Questionnaire
• The survey questionnaire will be validated by three authorities in the
field of business and communication to ensure that the instrument
gathered the needed and authentic data and information
• The constructive comments and suggestions of the 3 (three) valuators
will be considered in the final revision of the survey questionnaire
• A pretesting will be conducted to a group of participants who will not
be included in the actual administration of the survey questionnaire
Statistical Treatment of Data
• To determine the profile of the respondents, the Frequency counts
and Percentage will be utilized
• The formula is:
σ𝑁
𝑓=
𝑁
Where:
∑= (sigma) the summative
f = frequency
n = total
Statistical Treatment of Data
• The weighted mean computation will also be used.
Formula: (M = ∑ fx / n)
Where:
M = is the mean
∑ = (sigma) the summative
fx = is the product of the frequency and the weight of the
summative
n= total
Statistical Treatment of Data
• Percentage (%). This was used to describe the relationship of the
group with the whole population.
𝑓
Formula: P = 𝑁 𝑥100

Where P = percentage
F = frequency
 Pearson r Pearson Production Moment
Correlation Coefficient.
• This was used to determine the degree of the strong and reputable brand image of
Jollibee on social media (Facebook) advertising
𝑁σ𝑋𝑌 − (σ𝑥)(σ𝑦)
𝑟=
[𝑁σ𝑥 2 −(σ𝑥)2 ][𝑁σ𝑦 2 −)(σ𝑦)2 ]
Where r = correlation value
N = number of the cases (population)
∑XY = summation of the product of X and Y
∑X = summation of X
∑Y = summation of Y
∑𝑋 2 = summation of squared value of X
∑𝑌 2 = summation of squared value of Y
To convent the value of r into descriptive rating the following
interpretation are used:
0.0 to 0.20- slight correlation, almost zero relationship.
0.21 to 0.40- low correlation, definite but small relationship
0.41 to 70 - moderate correlation, substantial relationship.
0.71 to 90 – high correlation, re marked relationship.
0.91 to 1.0 – very high correlation, very dependable relationship.
Statistical Treatment of Data
•
T test. This was used to test the significant correlation between the said
variables, which are the students and employee within the area of Sta.
Ana.
𝑟 𝑁−2
𝑡=
1 − 𝑟2
Where t = t test value
r = Pearson r correlation Coefficient
N = number of cases (population)
Statistical Treatment of Data
• The Likert Scale will also be applied
• This will be used in analyzing the attitudes of options of the
participants which will be described using the point scale value as
well as the conversion on the qualified weighted mean into a
descriptive rating
Scale Value Range Interval Description
4 3.40 – 4.19 (SA) - Strongly Agree
3 2.60 – 3.39 (A) - Agree
2 1.80 – 2.59 (D) - Disagree
1 1.00 – 1.79 (SD) - Strongly Disagree