Influence of Different Social Media Platforms as Marketing Strategy

During Entrepreneurship Week in Xavier University

Senior High School

A Research Paper

Presented to

The Faculty of Senior High School

Xavier University – Ateneo de Cagayan

In Partial Fulfillment

Of the Requirements in Research 201

Kelmin E. Anuddin
Alliana Trizia P. Borcena
Dominique Angel P. Carvero
John Dale O. Echeveria
Paulo A. Galoso
Janelou Martie Maandig
Heranomi R. Macabodbod
Francesca Beatriz A. Omadlao

Grade 11 Gordon

SY 2019 – 2020
 TABLE OF CONTENTS

PAGE

CHAPTER

1. INTRODUCTION

1.1. Background of the Study……………………………………………..

1.2. Statement of the Problem……………………………………………
1.3. Research Questions…………………………………………………
1.4. Significance of the Study……………………………………………
1.5. Scope and Delimitation……………………………………………….

REFERENCES………………………………………………...................................
 Chapter 1

Introduction

1.1 Background of the Study

In this generation, there are indeed different marketing strategies to

promote one business. According to [ CITATION Ozs19 \l 13321 ], the digital

age had indeed produced an impressive set of new customers from web sites,

online ads and videos, mobile ads and apps, and blogs to online communities

and the major social media, such as Twitter, Facebook, YouTube, Instagram

and Pinterest. The old marketing was to market the brands to customers.

Having technological innovations and cultural changes caused significant

impact on the emergence of viral marketing, pointing out that it is important to

realize that the transition from modern to postmodern approach is effective in

the emergence of these development in the field of marketing and

communication. To add, there are different strategies to influence people on

their market.

In order to be sucessful in the market, the company’s challenge is to

make a clear understanding of the consumers behaviour in general and

identify the product knowledge of the consumers. The knowledge of the

product is shown in the memory as cognitive structured that is connected to

the assosciation. These associations may be units of product information such

as brand, packaging, price and so on. There are indeed influencers of

marketing strategy used on social media such as the product information,

brand, packaging, price and so on especially on the viral marketing approach.

Learning the different platform used and their influences on their marketing
strategy during entrepreneurship week in Xavier Universty Senior High School

can help ease the students’ as they will have a new knowledge during the

selling week and provide information on which areas should the Xavier

University Senior High School promote their business. With that, the

researchers will conduct a study on the influence of different social media

platform as marketing strategy during Entrepreneurship week in Xavier

University Senior High School (Grebitus & Bruhn, 2011).

1.2 Statement of the Problem

This study aims to identify the different influences of various social

media platforms in marketing the products during the Entrepreneurship Week

in Xavier University Senior High School.The researchers aims to be able to

recognize the most effective and influencial social media platform at the end

of this study.

At the end of this study, the researchers aim to answer the following

questions:

1. What social media platform were used during the Entrepreneurship

Week?

2. What social media platform did you find the most effective in terms of

marketing?

3. What social media platform do you usually see advertisments of

products being sold in the Entrepreneurship Week?

1.3 Significance of the Study

 The findings of this study will redound to the benefits of Xavier

University Senior High School considering that social media effects the

marketing strategy in Entrepreneurship.The result of the study will benefit the

following:

Students.The result of this study will serve as a guide for students to know

which platform they can use to effectively promote their product for future

Entrepreneurship Week.

Future Entrepreneurs.The result of this study will help the future

entrepreneurs to identify what platform they should use to market their

product/s. Instead of using printed flyers and other materials that can add to

their expenses, they can use social media as their marketing strategy for their

potential buyers.

Teachers.The result of this study will help the teachers to guide and educate

their students on the best social media marketing platform. It will also help

them to have knowledge about the effectiveness on the specific social media

platform that their student are about to use for the entrepreneurship week.

School. This study will help the school in terms of their interaction within their

students, giving them ideas on how to cope up with their students especially

in engaging with social media. Through this study, they will be able to know

on what the students usually use and can use this for further information.

Future researchers.They will able to have an insight on the topic and give

them an idea on what to study next. This may also serve as one of their

frameworks or to support their claims on their study.

1.4 Scope and Delimitation

The study is limited to the categories of classroom questions regarding

on the social media preference of students in Xavier University Senior High

School during Entrepreneurship Week in order to know what media is most

effective for students during the said week. This study will mainly focus on

social media in relation with marketing and businesses. Our study is about the

Influence of Different Social Media Platforms as Marketing Strategy During

Entrepreneurship Week in Xavier University Senior High School. These are

the following areas and their sub-categories included in the study. First is the

categories of questioning the respondent’s profile such as; knowing the

gender, age and strand. Second is, knowing what social media do students

usually use during the Entrepreneurship Week. Third is, knowing what social

media platform do they find the most effective in terms of marketing. And

lastly, knowing what social media platform do they usually see advertisements

of products being sold during Entrepreneurship Week. In this study, we will be

giving the questionnaires to all strand in Xavier University Main Campus and

will be distributing it randomly per strand namely STEM, HUMMS, ABM and

GAS. There will be 50 respondents per strand with the total of an estimated

180 respondents. The delimitation of this study are students from ALGCIT

Strand due to conflict of buildings and location of campuses. Also, GAS will be

delimited in this study because they cannot reach the total number of

respondents due to the conflict of their total population. Observations will be

done during the Second Semester of School Year 2019-2020.

 Chapter 2

REVIEW OF RELATED LITERATURE

This chapter focuses on literature related to the concern of Influence of

Different Social Media Platforms as Marketing Strategy during

Entrepreneurship Week in Xavier University. The literature coming from

Xavier University Accountancy Business and Management tends to focus first

on the relatedness between marketing with social media platforms and

entrepreneurship week, effectiveness of different social media platform to the

entrepreneurship week, and the association that attracts Xavier University

Senior High School students to the business.

2.1. Related Literature

Advertisers are integrating social media into their programs for the

people to engage to their product. They are assessing the effectiveness of

their products by monitoring tools such as likes, shares, comments, opens,

views, followers, clicks, and such. Having a high feedback means a lot in

advertising a product. Advertisers are taking advantages of social media

engagement to show case their products (Voorveld, Noort, Muntinga&

Brooner, 2018).

According to (Nora,Hadeel,Thekra & Hamid, 2014), Facebook is just

one among many social networking sites but it is said to be most popular.

Facebook describes itself as a perfect tool for marketing because the

developers devised a system for advertising that allows various businesses to

make use of Facebook user information for advertising. It also provides a

platform that is suitable for direct communication among customers’ and

organizations.

Social media allows people to freely interact with others and offers

multiple ways for marketers to reach and engage with their consumers. Social

media really gives us ways to see and know what businesses is selling to us

even if we will not be going to their stores. It is very accessible for us

consumers because we would simply just be clicking to see more about what

we want. It would also be easy for the businesses to put more details on the

internet so that people would know what the business is selling. Social media

is really helpful in our society in today’s generation (Appel, Grewal, Hadi,

2020).

2.2. Related Studies

The rise of social media has become a way for marketers to

communicate with their consumer in promoting their products. Because of

this, consumers are integrating it to their daily lives, and it is a great

opportunity for businesses to promote their products to them. Social media is

developing rapid and many businesses created their accounts in order to

communicate with their consumers. Businesses are learning the consumers’

behaviors in social media to know what they want or their demands (Bond,

Ferraro, Luxton, & Sands, 2010).

 One of the most popular social media is Instagram. In 2016 it already

had 300 million active users around the world. An average of 70 million

pictures are posted each day and around 2.5 billion like are given every day.

A Swedish Company Tegelbruketdiesign is an interior shop that uses

Instagram as their marketing channel and as a result, their brand has been

rapidly growing ever since (Buinac & Lundberg, 2016).

Scholars see social media as having a bigger impact on marketing

strategy than marketers do. The growth of social media had moved

consumers and assist in overcoming challenges like loss of influence, media

fragmentation and the like, facilitating the creation of the value and innovation

needed for growth and competitive advantages (Fullerton,2011).

As one of the highly known social media platforms, Twitter had

attracted more than 255 million active monthly users with 500 million tweets

each day (Twitter, 2014). According to Dugan and Smith (2013), Twitter users

visit the platform more often than Facebook users, more than 80% of Fortune,

500 companies were actively using Twitter at the end of 2013, which resulted

to the top brands gaining an average of 20% growth over the last quarter of

2013, this was according to Shively (2014). It was said in Twitter’s research

that their users want to hear something from various organizations, as they

are following around 5 or more different brands. (Sobleva, Burton, & Khan,

2015).

2.3. Theoretical Framework

Conceptual Framework
 This framework will help the researchers in picturing out the process in

doing the said research to arrive in finding out the answers to the research problem.

In our research, we will use the input-process-output method. Through this

framework, we will b able to identify what we need the respondents to answer such

as our research questions and their demographic profile. On the other hand, the

process will be composed of conducting a survey using questionnaires and gathering

data that will then be interpreted in order to know the perspective and the answer of

our respondents in our research questionnaires. Lastly, t5he output will then show

the result of the input and process. Overall, frameworks are an essential in

researches in order to properly organize the inputs, and how the researches process

this input in order to provide an appropriate output.

INPUT PROCESS OUTPUT

Demographic Conducting Identify the

Profile survey using most effective
 Age questionnaires. Social Media
 Gender Platform in
 Strand
Demo Undergo data marketing
Research gathering products
Questions procedures and during the
interpretation. Entrepreneurs
hip Week in

2.4. Assumptions of the Study

1. Xavier University Senior High School students used multiple social

media platforms at the same time.

2. Xavier University Senior High School students will also have their own

preferences.
 3. During the Entrepreneurship week, students from Xavier University

Senior High School were able to see the various advertisements from

different social media platforms.

4. One specific social media platform attracted more Xavier University

Senior High School customers compared to the other platform.

5. Social media played a big role in marketing products during

entrepreneurship week in Xavier University Senior High School.

2.5. Definition of terms

Association

Association refers units of product information such as brand, packaging,

price and so on.

Advertisement

A notice or announcement in a public medium promoting a product, service,

or event publicizing a job vacancy.

Digital Innovation

Making rapid change by using digital technologies to enhance services,

traditional models, products and processes.

Entrepreneurship

The activity of setting up a business or businesses, taking on financial risks in

the hope of profit.

Marketing

The action or business of promoting and selling products or services,

including market research and advertising.

Marketing Strategy
A plan or action designed to promote and sell a product or service.

Microbloggng Service

A type of blog that lets users publish short text updates.

Social Media

Websites and applications that enable users to create and share content or to

participate in social networking.

2.6. Synthesis

Social Media is significant in marketing because big portion of the

population engage in Social networking sites. It also allows people to interact

with each other, thus giving multiple ways for marketers to reach and connect

with their consumers. It has become a tool to extend their marketing

campaigns and promote their products to attract their customers. Using social

media platforms is like using a creative way in showcasing digital

innovativeness while in the process of forming meaningful business

relationships. It is also very accessible for the consumers because they would

only have to click and scroll in order to gain more information on a specific

product that they are interested in. Majority of the population has gadgets that

can access though different social media platforms which is an advantage for

the marketers to advertise their products. Some of the widely used social

media platforms are Facebook, Twitter, and Instagram. Facebook is one

among many social networking sites but it is said to be popular catering 400

million users, 100 of which access social media via mobile devices. The

developer of this specific social networking site devised a system for

advertising that allows different businesses to make use of Facebook user

information for advertising. Twitter on the other hand, more than 80 percent of
fortune companies were actively using this social media by the end of 2013

which resulted to the top brands gaining an average of 20 percent growth over

the last quarter of 2013. Lastly, Instagram in 2016 had already 300 million

active users around the world, making way for the food and fashion industry to

really highlight or showcase what they make to their potential customers.

Chapter 3

Methodology

This chapter discusses and consists the following sections: The Research

Design, Research Setting, Respondents and Sampling Procedure, Data Collection

and Statistical treatment of data. These sections will help in terms of proving the

credibility of the collected data also for the future readers of the researched study to

trace the origin of the data gathered. On this chapter, details will be provided on the

setting of the study and its research methods for the gathering of data. The methods

applied are used in knowing the influence of different social media platform as

marketing strategy during entrepreneurship week in XUSHS.

3.1. Research Design

This section is focused mainly on the plan in which structures a study to

ensure that the data collected and generated will contain the information needed to

answer the initial inquiry. In this study, descriptive research will be employed.

Descriptive Research tests the hypotheses and answers questions. Descriptive

Research describes and interprets. It is also concerned with conditions of

relationships that exist, opinions that are held, processes that are going on, effects

that are evident, or trends that are developing. (Raagas,2010).

3.2. Context and Participants

The respondents of this study will come from Xavier University Senior High

School, specifically the focus of the research which is the ABM students. In order to

gather the data, the researchers will provide survey questionnaires to the

respondents. Random sampling, a type of sampling wherein it selects a group of

subjects from the population, will be used to determine the respondents coming from

the ABM strand.

3.2. Instrument of the Study

The response made by students describing their socio-demographic profile,

preferences of their social media and the associations the respondents considered in

buying items during Entrepreneurship week. In providing overall picture of the socio-

demographic profile and the social media preference, as well as the association

considered in selecting the product.

Sex

1- Male

2- Female

Age

1- 14-15

2- 16-17

3- 18 and above

Strand

1- ABM

2- STEM

3- HUMMS
 4- GAS

In Which Social Media Platforms do you often see promotions for different

products during Entrepreneurship week?

1- Twitter

2- Instagram

3- Facebook

4- Others:______

Association considered in buying the product

1- Packaging

2- Brand Name

3- Price

4- Special Promo

5- Others:________

Which social media platform do you find the most effective, in terms of

marketing products? Why?

___________________________________________________________________

___________________________________________________________________

_______________.

Do you think using social media is an effective marketing strategy?

______________________________________________________________

___________________________________________________________________

__________________________.

3.4. Data-gathering Procedure

 The data will be gathered through the collection of survey questionnaires. As

what was promised, the record of the study will be kept confidential and surely

participants will not be identified in any form of matter. Thus, the research documents

and survey questionnaires will be kept confidential and will only be accessed by the

researchers who are responsible for this research. The data gathering will be done in

a week. The researchers will distribute the survey questionnaires before classes will

start and will be collected the day after.

3.5. Validity and Reliability

The researchers will be gathering data about the influence of different social

media platform as a marketing strategy during entrepreneurship week in Xavier

University Senior High School. This type of data gathering is documents and records.

Businesses and organizations are connected to their clients, customers,

users, employees, vendors, and sometimes even their competitors. This type of data

can tell a story about any of these relationships. The researchers are going to collect

some documents and records of the databases, reports and financial records of the

previous entrepreneurship week in Xavier University Senior High School to identify

how the influence of different social media platforms as a marketing strategy

impacted the entrepreneurship week in Xavier University also, to prove that the data

being gathered are real and valid. This type of data collection is a cost-effective

technique.

Triangulation: The measurement of the elements necessary to determine the network

of triangles into which any part of the earth’s surface is divided in surveying; broadly:

any similar trigonometric operation for finding a position or location by means of

bearings from two fixed points a known distance apart. (Svelow, S., 2016)

Investigator triangulation is the use of more than one investigator, interviewer,

observer, researcher or data analyst in a study. The ability to confirm findings across
investigators without prior discussion or collaboration between them can significantly

enhance the credibility of the findings. Investigator triangulation is particularly

important for decreasing bias in gathering, reporting and/or analyzing study data.

Decrop, A. Triangulation in qualitative tourism research. Amsterdam, Elsevier, 1999)

The researchers will make sure that the key strength of investigator triangulation is

the reduction of bias in gathering, reporting and analyzing data. There is a general

sense that having multiple investigators not only reduces bias but can also have a

positive impact on both validity and reliability. They will also consider the validity of

the answers of the participants by asking the people who are close to the selected

participants and to prove that he/she is telling the truth about the given information to

the researchers.

Statistical Instrument

Responses to the questionnaire by Senior High School students were statistically

analyzed with the data requirements of the study. The responses made by students

regarding the Social Media Platform during Entrepreneurship week, the Social Media

Platform that they find most effective, and what Social Media Platform do they usually

see advertisements of products being sold in the Entrepreneurship Week were

presented. This is applied in order to identify the influences of various social media

platforms during the said week. These questions are also presented to recognize the

most effective and influencial social media platform among the Xavier University

Senior High School Community.

The data to be gathered in this study will be subjected to the following statistical

treatment;

FOR SPECIFIC QUESTIONS NO. 1, 2 AND 3:

 The frequency of each response will be determined on the number of the

respondents who will check in the particular item. The Demographic Profile of the

respondents will be determined using this formula. With this, we will be able to

determine what Social Media Platform do Senior High School Students in XUSHS

use during Entrepreneurship Week.

Where:
Ϝ × 100 P= Percentage
Ρ=
N F= Frequency
N= Total Number of Respondents

FOR SPECIFIC QUESTIONS NO. 4,5 & 6:

Pearson’s product-moment correlation coefficient is used to measure linear

association between two variable. It will determine if there is correlation between age,

social media platform and associations in using this formula:

Where:
N= number of samples
X= first variable
Y= second variable
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