ST.

THERESA’S SCHOOL OF NOVALICHES 1

CHAPTER I

PROBLEM AND ITS BACKGROUND

Introduction

Brand awareness was identified as the “strength of a brand’s presence in the

consumers’ mind”. It is the customer’s ability to identify or remember a brand in its

product group, according to Aaker. As a result, brand awareness has a significant

impact on consumer's choices (Hoyer & Brown, 1990; Lin, 2013). Meanwhile, social

media marketing is a marketing strategy that most successful businesses are

implementing for them to be connected with consumers online. They employ Social

Media as means of communication, direct sales, customer gain through brand

awareness, and customer retaining (McKinsey, 2007)

Obviously, Facebook is the most popular and used social networking site in both

United States and Europe (Ellison, Steinfield, & Lampe, 2007; Hampton, Sessions

Goulet, Rainie, & Purcell, 2011; Madge, Meek, Wellens, & Hooley, 2009; Stutzman,

2006). Single institutions conducted in large sample studies that 92% of students

reported spending an average of over one hour and forty minutes a day on Facebook

(Junco, 2012). Increasingly, people use social media to connect, look for, and exchange

information. The company's product, profile, and information are assumed to be more

dependable and proper than the traditional marketing.

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Because of Social Media's great interactive and communicative capabilities, it

has opened a lot of opportunities for businesses (Sigala, 2012). In that reason,

marketing has been improving faster as well, as new communication means are

developed (ElAydi, 2018). Most companies use social media as a tool to engage and

collaborate with its customers. Also, it can boost brand awareness (Barwise & Meehan,

2010). Consumers rely greatly on online social networks for decision-making.

Therefore, it is a significant concept in both marketing and consumer behavior (Barreda,

Bilgihan, Nusair & Okumus, 2015).

Nowadays, innovations are made to make our lives easier. Almost everyone

spend most of their time or their free time using social media, which marketers grab the

chance to use social media to practice marketing products and services of their

company. Which mostly people enjoy shopping online because they can have a peek

on how the product was used, they are aware of the benefits, which is another

advantage because the benefits are actually enticing. Plus online shopping enables

customers and consumers shop conveniently even at the comfort of their homes.

The purpose of this study is to know how Social Media Marketing through

Facebook influences millenials' buying behaviours and brand awareness, specifically

ABM Students in STSN. Businessmen or marketers may use this study if their target

market involves millenials and the marketing stategy they want to use is social media,

specifically, Facebook.
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Statement of the Problem

The purpose of this study is to answer the following questions:

1. How do the respondents be described in terms of:

1.1 age;

1.2 sex; and

1.3 grade and section?

2. What are the possible factors that affect brand awareness on social media of

Accountancy, Business and Management Students in St. Theresa’s School of

Novaliches?

3. What are the effects of social media marketing on brand awareness of

Accountancy, Business and Management Students in St. Theresa’s School of

Novaliches?

4. What are the effective approaches that can be done to attain brand awareness

through implementation of social media marketing?

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Significance of the Study

This study is significant in a way that its findings will benefit every individual and

the society. It also revolved different approaches that helped in giving specific ideas on

brand awareness to the students. This paper is significant for it will benefit the following:

Students. This study may help them to familiarize with the subject given that it will lead

them to have the ability to fully gasp the deeper complexities of brand awareness.

Marketers. This study aims to help to help the marketers to deepen their knowledge

regarding brand awareness that can be a tool to make their products be known by the

society.

Researchers. This study shall help the researchers to widen their knowledge regarding

brand awareness to be able to help other fellow researchers.

Future Researchers. This study plays an essential role for the future researchers in a

sense that this shall provide enough information to improve, refine and to make this

paper a deeper and more sensible one not only for themselves but as well as for the

society.
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Scope and Delimitation of the Study

This study limits its coverage on the Grade 11 and 12 ABM students of St.

Theresa's School of Novaliches. It expatiates about the effects of social media

marketing particularly through facebook on brand awareness.

The researchers' respondents in this study are the Grade 11 and 12 ABM

Students. In Grade 11, there are two (2) sections; in 11-ABM 1 there are 24 girls and 9

boys, total of 33 students. In 11-ABM 2, there are 20 girls and 10 boys, total of 30

students. In Grade 12-ABM, there are 34 girls and 6 boys, total of 40 students.

In this study, the researchers used the Systematic Sampling Technique to

determine how many sample members from the population are being selected. As the

researchers use this sampling technique, from all of the respondents from Grade 11

and 12 ABM students, the researchers only get the respondents based from what are

chosen in this sampling technique. Then the fishbowl technique was used to determine

who will be the ones are chosen to represent the population. In Grade 11-ABM 1, 26

students are part of the sample size. In Grade 11-ABM 2, there are 24 students who will

represent the population of Grade 11-ABM 2. And in Grade 12-ABM, there are only 32

students that are chosen.

The statistical tools used in carrying this study includes include planning,

designing, collecting data, analysing, drawing meaningful interpretation and reporting

of the research findings.

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CHAPTER II

THEORETICAL FRAMEWORK

This chapter presented the related literature and studies after an intensive

research was done by the researchers. This chapter showed the substantial synthesis

of the effects of social media marketing on brand awareness of ABM students at St.

Theresa’s School of Novaliches to support and evaluate the statements that were

indicated to the previous chapter.

Relevant Theories

Igor Stajonovic’s Findings

We live in the midst of a global communications where the uses of social

media between individuals for personal and professional use are widespread.

Based from what's Igor Stajonovic (2017) findings confirmed a positive effect of the

intensity of social media use on brand awareness. It also resulted to suggest that brand

awareness influences other dimensions of brand equity and highlight the influence of

the destination affective image on the intention to make WOM communication.

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Udit Khanna’s Theory

Udit Khanna's theory and thoughts due to the impact of social media, the

relationship between brands and consumers have changed a lot because nowadays,

companies create strategies after they analyze and understand the target consumer’s

demands, likes and dislikes through Social Media. Social media has had a major effect

on the world and business. Starting from an MNC or a small start-up, everyone is

adopting Social Media Marketing to make their brand or services visible.

Earlier traditional marketing mediums such as radio, TV commercials and print

ads were very costly mediums. But now, through Social media marketing, companies

or brands can connect with their target customers for free, the only cost is time. Using

social media platforms like Facebook, Twitter, LinkedIn etc., you can lower your

marketing costs.

Social Media Marketing is having a tremendous impact on business and market

as business growth and performance are taking place at an astronomical rate. Social

media helps in developing business tactics. Social media platforms like Facebook,

Twitter, LinkedIn etc., show an opportunity for businesses to grab the attention of the

customers while simultaneously building a brand image. These social networks allow

businesses to use tactics to build and create brand profiles like fan pages, contests etc.

Through Social media marketing, one can figure out the likes and preferences of

customers as well as the latest trends adopted by the public. Social media marketing
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helps a brand/company to build a strong online presence by innovative social media

marketing techniques and customer satisfaction.

Related Literature

Spiller and Tuten (2019) states that getting ready understudies for

professions in advanced promoting requires advertising teachers to plan and convey

courses with pertinent and convenient substance and learning exercises that encourage

information appreciation and ability securing. Promoting instructors may join web-based

preparing and affirmation programs on advanced advertising in their courses to address

this test. Marked computerized advertising accreditations are one sort of such

preparing. While these projects give reasonable (and regularly free) instructive

materials on advanced promoting subjects, their educational sufficiency and worth are

to a great extent unexplored. This article depicts the discoveries of an examination study

which evaluated the instructive estimation of and execution contemplations pertinent to

showcasing instructors who wish to join marked computerized promoting affirmation

programs into their course plans, and it is necessary for this study for the awareness of

everyone that branded digital marketing certification programs have value to the

industry.
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Pringle and Fritz (2019) states that late financial weights have requested

advanced education organizations react with solid, credible brand guarantees. This

blended technique multi-contextual analysis investigated the realness of normal brand

guarantees at three Universities in Canada through Twitter and Facebook postings from

February to April 2016 utilizing a cloud-based content and system logical instrument.

Our examination uncovered the substance shared via web-based networking media

channels, while to a great extent reliable, was laden with shades of dim and uncovered

that occasionally brand guarantees were utilized against the college when they seemed

deceitful or undermined institutional standards around value and social equity. Further,

online networking procedures are still to a great extent restricted to push notice

proposing colleges are passing up on chances to reinforce their image and counter

negative informing. For showcasing administrators it fortifies speculations ought to be

coordinated toward making connecting with and bona fide substance that can be

communicated through various touch-focuses including web-based life and this can be

checked through minimal effort explanatory instruments.

Langan, Cowley, and Nguyen (2019) states that ongoing advances in

innovation have influenced each feature of showcasing. Be that as it may, less is

thought about how much promoting instruction has reacted to moving capacities and

practices. To this end, the ebb and flow research directs an orderly examination of each

of the 529 local AACSB undergrad showcasing projects to see how computerized

promoting courses have been fused into advertising program educational programs. We
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locate a wide scope of advanced showcasing courses embraced in a dominant part of

business colleges, and that appropriation fluctuates by organization [Link] locate that

advanced advertising courses, particularly investigation, are getting to be prerequisites

for showcasing degrees with numerous schools making chances to practice. Educated

by these discoveries, we propose a structure of stages for advertising projects to

embrace a computerized promoting direction. All things considered, this exploration is

intended to give a far-reaching take a gander at the present condition of computerized

showcasing in the advertising instruction scene.

Portable showcasing is an advertising procedure that uses built-up

frameworks that enable organizations to discuss straightforwardly with clients through

cell phones or other cell phones. Private ventures need involvement in creating and

utilizing versatile showcasing systems to build deals. The principal thought of versatile

advertising is to improve the business showcasing execution to expand benefits. The

reason for this subjective contextual investigation was to investigate how five private

company advertisers effectively made and actualized versatile promoting techniques to

build brand mindfulness and deals. The exploration concentrated on effective, little, free

organizations that have effectively utilized versatile showcasing. This investigation is

spurred by two research questions: (1) How are effective portable showcasing systems

made to expand brand mindfulness and deals? (2) How is portable showcasing utilized

in the independent venture promoting correspondence blend? Members were the

essential individuals accountable for making and executing portable showcasing

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techniques for private ventures. Information was acquired from semi-organized

meetings with private company advertisers, gathering of portable showcasing reports,

perception of versatile promoting procedures and portable advertising stages. The six

topics that rose were: thinking deliberately, recognizing versatile channels for purchaser

commitment, breaking down the reason for portable promoting, creating portable

advertising destinations, assessing the utilization of SMS/MMS, and estimating the

estimation of versatile showcasing procedures. The discoveries of this examination may

help private company advertisers gain knowledge into arranging and execution of

portable showcasing methodologies that can be utilized to impact buyer

acknowledgment and utilization of versatile promoting. Additionally, seeing how

portable diverts are utilized in the business channel, from the underlying contract to the

last buy, and estimating the estimation of versatile showcasing techniques may enable

advertisers to make and actualize the procedures expected to expand brand

mindfulness and deals (Doleman, 2017).

Bin Latif, Wasib and Islam, Md. Aminul and Mdnoor, Idris (2014) stated that

building brand mindfulness in aggressive markets can assume a functioning job in the

advanced advertising condition. It is currently broadly recognized by organizations that

solid brand mindfulness will make an upper hand in the commercial center that will

improve their general notoriety and validity. Undoubtedly, ongoing pattern in present-

day advertising has been changed tremendously and investigation of brand mindfulness

is progressively getting to be prominent to keep pace with this change. In this applied
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paper, the writers have outlined the leaving written works on right now winning ideas

and methodologies on brands, which will enable us to recognize the basic segments of

brand mindfulness and accordingly will help organizations to upgrade their promoting

effectiveness. In light of prior works, here the researchers propose a conceivable

structure for structure brand mindfulness in consecutive requests to be specific,

situating the brand, sponsorship, occasion promoting, sports showcasing, publicizing of

the brand and incorporated advertising correspondences. In this survey, the authors set

forward the idea that brand-building endeavours should be related to authoritative

procedures that will help with carrying the exhaustive learning about brands to the

buyers through hierarchical mindfulness programs. The authors recommend that these

exercises could assume a basic job in making mindfulness about brands among

purchasers. Overall, in light of existing literary works, the writers have attempted to give

a far-reaching view on the basic segments of brand mindfulness for structure brand

mindfulness in the cutting edge showcasing the condition.

Bennet, Panda, Pandey, and Tian (2019) states that given the aggressive

scene in the advanced education setting, it is significant that colleges receive

methodologies that make an upper hand for them. Colleges must use their assets

productively to address this objective. Making a positive brand picture is one such

methodology. The reason for this paper is to conceptualize the college brand picture as

its legacy, administration quality, and reliability and examine their association with

understudy's fulfilment. It likewise explores the job of college notoriety as an interceding

 ST. THERESA’S SCHOOL OF NOVALICHES 13

variable. Data were gathered through a blended strategy approach. The main stage

included subjective meetings and centered gathering discourses with understudies to

comprehend the variables in charge of understudy fulfilment with their particular

colleges. The subsequent stage included overseeing an overview survey in two

geologies - the USA and India to research the theorized relationship. The creators use

relapse investigations to test these connections. Findings demonstrate that an

unmistakable brand picture assumes a significant job in understudies' degree of

fulfilment crosswise over both the USA and India. Administration quality greatly affects

understudy fulfilment levels crosswise over the two settings (when contrasted with

college legacy and reliability). The creators likewise locate a positive interceding impact

of college notoriety in the connection between college brand picture and understudy

fulfilment levels. The momentum research adds to the administrations promoting writing

in the college setting. It offers a system for basic leadership in colleges. It proposes that

colleges must work toward building up their image picture by concentrating on its three

measurements - legacy, reliability and administration quality.

Related Studies

Stojanovic, Andreu and Curras-Perez (2018) conducted a study that provides

a comprehensive research of the effects of the intensity of use of social media on

destination brand equity. The authors mentioned above used the schema theory and a
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multidimensional approach of brand equity to deconstruct how social media

communication affects brand awareness, brand image, customer value, brand quality

and loyalty. The researchers used a quantitative study through a survey and structured

questionnaire. The respondents are the international tourists, they are asked to take the

questionnaire upon arrival on the certain area. Findings confirmed an affirm effect of the

intensity social media use on brand awareness. Outcomes also suggest that brand

awareness influences other dimensions of brand equity and highlight the influence of

the destination affective image on the intention to make WOM communication. The

findings give a part to the development of better social media marketing in order to

manage destination brands online.

A study conducted by Pegoraro, Scott, and Burch (2017) were to appertain

branding theory and frameworks with the use of Facebook by National Olympic

Committees in two countries, Australia and Canada over a certain time periods related

to three Olympic Games. Facebook pages were investigated to resolve the types of

brand-related post content and communication style utilized as well as the consumer

response to these posts. The two organizations generally apply Facebook to broadcast

product related brand attributes such as information about athletes and teams. There

was also an important difference in Facebook post use and focus by two organizations

indicating some international differences in using Facebook for branding a sport

organization. The outcomes also provide practical implications for non-profit sport

organizations using Facebook to build positive brand images promote fan engagement
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and ultimately create brand ambassadors. Social media provides a strategic means for

non-profit organizations to build and maintain strong relationships with consumers.

Social Media Marketing: Utilizing Social Media to Advance Brand Awareness and

Increase Online Sales

Muaid and Abdullah (2016) conducted a study to examine the impact of social

media marketing on small businesses in the hotel industry. Social media is increasingly

important as a marketing tool, but small businesses may be underutilizing it. This study

was to investigate the impact of social media on the bed and breakfast (B&B)

industry segment, as deliberated by the influence of social media outreach on brand

awareness and online sales. This study resulted that there are indicated strong

correlations between the social media outreach efforts, and both brand awareness and

online sales.

Effectiveness of Facebook Advertising on Enhancing Purchase Intention of

Consumers

A study conducted by Milad Dehghani and Mustafa Tumer in 2015 examined

the effectiveness of advertisements in enhancing consumers’ purchasing intention on

Facebook. The researchers utilized research-made questionnaire and gathered all

undergraduate students in Cypriot universities to analyze the outcome. The results

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concluded that Facebook advertising has a significant effect in terms of brand image

and brand equity.

This study showed that Facebook is an effective tool for advertising and increasing

consumer’s purchasing intention. With that being said, this suggests that majority of

students are also aware of numerous companies that promotes their products and

services on social media, specifically Facebook. Recognizably, brand awareness and

purchasing intention positively affect one another. As the study of Chi, Yang and Yeh

(2009) suggests that the higher the brand awareness and brand recall, the higher the

purchasing intention.

Factors Affecting Attitudes and Behavioural Intention towards Social Networking

Advertising

Kang, Jin, Jung and Shim (2015) conducted a study that focuses on the

factors that influence buyers’ attitudes and behavioral intention towards social

networking advertising on Facebook. The outcomes show that peer influence had the

most significant impacts on attitude and behavioral intention on Facebook advertising.

Consumers preferred ads that feature friends’ names on their newsfeed more than paid

ads on Facebook.

This study revealed that peers have a crucial role in a consumer’s attitude or

behavioural intention. This also indicates that peers’ involvement and influence have

positive correlation with brand awareness in the context of social media (Shojaee &
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Azman, 2013). Companies should use this opportunity to advertise a product relating

their peers through Facebook and other online social networks.

Generating Brand Awareness in Online Social Networks

Barreda, Bilgihan, Nusair and Okumus (2015) conducted a study to explore

the use of online social networks to form brand awareness and generate positive word-

of-mouth. A survey among 230 online social networks users was utilized to gather the

data needed. Findings demonstrate that building brand awareness in online social

networks increases word-of-mouth usage. So as to generate brand awareness, it is

crucial to create a virtually interactive environment, enabling users to exchange reliable,

rich and updated information timely.

This study suggests that a virtual or online interaction among online social networks

consumers positively affect brand awareness and brand recall. Generating brand

awareness by this means also positively affects the buying behaviours and attitudes of

the consumers. The researchers recommend that a company should create a platform

for consumers like students to enable them to interact and communicate with each

other. In this way, word-of-mouth marketing is implemented and the costs for advertising

expense could be reduced.

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Synthesis of Reviewed Studies

Social media advertising portrays a crucial role in a business, but it is also

important to note how it should be utilized effectively. Research indicates that peer

influence is the key to successfully generate brand awareness through social media

marketing. One study (Dehgani & Tumer, 2015) found out that peer influence could

improve not only brand awareness, but also consumer's purchasing intention. Another

study (Kang, Jin, Jung & Shim, 2015) figured out those consumers preferred

advertisements that incorporate their friends on Facebook. A study (Barreda, Bilgihan,

Nusair & Okumus, 2015) suggest that building a social media platform wherein

consumers like students could connect and converse with each other could also

positively affect brand awareness, from accomplishing word-of-mouth marketing as

well.
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Conceptual Framework

Input

Effects of Social Process

Media marketing in
Terms of: Output
 Purchasing  The
Behavior and Researchers
Intentions formulated the
 Convenience of  Propose
Questionnaires
Transactions seminar for
 Distribution of
 Brand Image Awareness
Survey Forms.
and Equity regarding
 Analyzation of
Social
combined
Media
informations.
Marketing
 Final
Investigations
and
Interpretations

FEEDBACK

Figure 1: Research Paradigm of the Study

The figure above represents the input, process and output of the researcher’s

investigation about the Effects of Social Media Marketing on Brand Awareness of ABM

students of St. Theresa’s School of Novaliches. The box on the upper left corner tackles

the input of our study. The input frame above represents the effects of social media
 ST. THERESA’S SCHOOL OF NOVALICHES 20

marketing in terms of purchasing behavior, convenience of transactions, and brand

image and equity. On the other hand, the process talks about the proceedings of the

Researchers for Formulating Questionnaires, distribution of survey forms, analyzation

of combined information and final investigations and interpretations of data. The third

box on the right corner which is the output, discussed the possible effective approaches

and outcome of our Research Study regarding Social Media Marketing. And it’s benefits

for the brand awareness and for changing their perception for ABM students of St.

Theresa’s School of Novaliches.

The outcome that the researchers’ suggested is to conduct a Seminar for Awareness

regarding Social Media Marketing. This Research study aims to influence and raise

awareness to ABM Students of the said topic. The researchers would like to conduct a

seminar to impart knowledge about Social Media Marketing on Brand Awareness

through Facebook.
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Definition of Variables

ABM. The Accountancy, Business and Management (ABM) strand would focus on the

basic concepts of financial management, business management, corporate operations,

and all things that are accounted for.

Advertisement. A notice or announcement in a public medium promoting a product,

service, or event or publicizing a job vacancy.

Behavior. The way in which someone conducts oneself or behaves. The

response of an individual, group, or species to its environment.

Brand. A type of product manufactured by a particular company under a particular

name.

Brand Authenticity. The extent to which consumers perceive a brand to be faithful

toward itself, true to its consumers, motivated by caring and responsibility, and able to

support consumers in being true to themselves.

Brand Awareness. The extent to which consumers are familiar with the distinctive

qualities or image of a particular brand of goods or services.

Brand Equity. The commercial value that derives from consumer perception of the

brand name of a particular product or service, rather than from the product or service

itself.
 ST. THERESA’S SCHOOL OF NOVALICHES 22

Brand Image. The impression of a product held by real or potential consumers.

Correlated. A phenomenon that accompanies another phenomenon, is usually parallel

to it, and is related in some way to it. Have a mutual relationship or connection, in which

one thing affects or depends on another.

Customer. A person or organization that buys goods or services from a store or

business.

Digital Disruption. The change that occurs when new digital technologies and

business models affect the value proposition of existing goods and services.

Digital Marketing. is the marketing of products or services using digital technologies,

mainly on the Internet, but also including mobile phones, display advertising, and any

other digital medium.

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

including market research and advertising.

Mobile Marketing. Is a way in which technology can be used to create personalized

promotion of goods or services to a user who is constantly connected to a network.

Purchasing Behavior. Is the sum total of a consumer's attitudes, preferences,

intentions, and decisions regarding the consumer's behavior in the marketplace when

purchasing a product or service?

 ST. THERESA’S SCHOOL OF NOVALICHES 23

Purchasing Intentions. Is the probability that a consumer will buy a product or service.

Senior High School. Senior High School (SHS) covers the last two years of the K to

12 program and includes Grades 11 and 12. In SHS, students will go through a core

curriculum and subjects under a track of their choice.

Social media. Are computer-mediated technologies that facilitate the creation and

sharing of information, ideas, career interests and other forms of expression via virtual

communities and networks.

Social Media Marketing. Is a form of Internet marketing that utilizes social networking

websites as a marketing tool.

Social Network Advertising. Is a group of terms that are used to describe forms of

online advertising that focus on social networking services. One of the major benefits of

this type of advertising is that advertisers can take advantage of the users' demographic

information and target their ads appropriately.

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CHAPTER III

METHODS OF RESEARCH

This chapter presents the methods and procedures that will be used to complete

the study. This chapter discusses the methods and techniques, population and sample,

the research instrument, data gathering procedure and data processing and statistical

treatment that the researchers will apply to the data of the study.

Methods and Techniques of the Study

In this study, the researchers use the descriptive method, which may benefit

to unveil new facts and meaning. This method is relevant for this study since it envelops

the survey description of facts, and analysis of data gathered. The researchers used

the descriptive method of study to regulate the effects of social media marketing through

facebook on brand awareness of Grade 11 and 12 ABM (Accountancy, Business and

Management) students of [Link]'s School of Novaliches. Descriptive study

concedes the researchers to describe the gathered data in a detailed and veracious

manner. Furthermore, this method was chosen for it is applicable to solve the problem,

conceding the quantitative methods to accumulate the necessary information needed

in this study.
 ST. THERESA’S SCHOOL OF NOVALICHES 25

The technique that used in this study is the Stratified Random Sample

Technique. This technique was used to select the population of the respondents. ABM

(Accountancy, Business and Management) students to regulate the Effects of Social

Media Marketing through Facebook on their Brand Awareness. According to

Investopedia (2017), the biggest advantage of stratified random sampling is that it

reduces bias. This techinique was utilized by the researchers for it ensures the sample

accurately and reflects the population being calculated in terms of criteria used for

stratification.

Research Design

Quantitative research design was used by the researchers to gather the

information needed from the participants. A validated four (4) point Likert scale

consisting of thirty (30) items was created by the researchers in order to measure the

Effects of Social Media Marketing on Brand Awareness of Grade 11 and ABM students

of St. Theresa's School of Novaliches.

Population and Sample of the Study

The researchers conducted Slovin’s formula to identify the exact number of the

sample size with the total population of one hundred three (103). The Slovin’s formula

represented:

𝑁
n = 1+𝑁𝑒 2
 ST. THERESA’S SCHOOL OF NOVALICHES 26

𝑁
n = 1+𝑁𝑒 2

103
n = 1+(103)(0.05)2

103
n=
1.3025

n = 81.91~82

Let N be the population size and margin of error e denotes the allowed

probability of committing an error in selecting a small representative of the population.

The number of respondents was classified using the five (5%) or 0.05 marginal error.

Applying Slovene’s formula:

𝑛
%=𝑁

Where n is the number of respondents, N being the total number of population and %

is the percentage or the proportional allocation of the percentage. Thus, putting in an

application for getting the proportional allocation of percentage.

 ST. THERESA’S SCHOOL OF NOVALICHES 27

Respondents of the Study

The table below shows the number of population, sample and it’s percentage;

Section No. of Population Percentage Sample Size

11 – ABM 1 33 80.91% 26

11 – ABM 2 30 80.91% 24

12 – ABM 40 80.91% 32

Total 103 100% 82

Table 1: Respondents of the Study

Definition of Respondents

The chosen respondents in this study are the Senior High School students in

St. Theresa’s School Novaliches are under in ABM (Accountancy, Business and

Management Strand including Grade 11 ABM 1, Grade 11 ABM 2, and Grade 12 ABM.

The respondents answered surveys and questionnaires to support the research

instrument that gathered to their own perceptions regarding the study. The chosen

respondents are one hundred three (103) students and in order to find out the sample

size, the researcher used the Slovin’s Formula.

 ST. THERESA’S SCHOOL OF NOVALICHES 28

Research Instrument

The main data-gathering instrument of the study that was used by the

researchers was questionnaires and survey. These data-gathering instruments

contained of three parts. The first part determined the information regarding the

demographic profile of the respondents. The second part was consist of the possible

factors that affect the social media marketing to the brand awareness of the

respondents. In addition to that, the respondents also answered the survey by rating

the questions; what are the effective approaches should be implemented to successfully

generate brand awareness through the utilization of social media. With the itemize data

and indicators of the effects of social media marketing, the respondents provided

various instrument to solve the phenomenon and identify the strengths and weaknesses

of the study.

Data Gathering Procedure

The researchers pursued the series of validation of questionnaires by

generating from their own study, regarding the effects of social media marketing to

brand awareness. The researchers evaluated and edited the questionnaires before

conducting the distribution of survey questionnaires.

 ST. THERESA’S SCHOOL OF NOVALICHES 29

For the data gatherings the distribution of survey questionnaires were given to the ABM

students where each respondents were guided carefully by the researchers.

Results from the answered questionnaires were finalized, organized, tabulated and

interpreted carefully. In order to attain the researcher's objective and the purpose of the

study, information gathered were critically analysed to prevent bias outcome and to

improve the validity of the entire study.

Data Processing and Statistical Treatment

The following are the statistical tools that were used in the study to interpret the data

accumulated effectively:

1. Frequency count and

𝑓
% = 𝑛 × 100

Where: f = Frequency

n = Number of Respondents

This was used to describe the demographic profile of the respondents.

2. Weighted Mean (𝑥̅)

 ST. THERESA’S SCHOOL OF NOVALICHES 30

∑𝑓𝑥
𝑥= 𝑛

Where: f = Frequency

x = scale

n = Number of Respondent

This was used to determine the factors that affect brand awareness on social media,

effective aaproahes and promotion from influencers, bloggers and vloggers.

 ST. THERESA’S SCHOOL OF NOVALICHES 31

CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter covers the presentation, analysis and interpretation of data obtained

from the survey conducted with the respondents of the Department of Education,

Division of Caloocan. The data gathered were statistically treated and arranged in

conformity with the presentation of research problem presented in Chapter 1.

Part I. Information of the Respondents

Table 2

Age of Respondents

Age Range Frequency Percentage

15-16 years old 30 37%

17-18 years old 49 60%

19-20 years old 3 3%

Total Number of 82 100%

Respondents

The Table 2 demonstrates that the 60% of the respondents’ ages range from 17

and 18 years old, 37% of the respondents’ ages 15 and 16 years old, and 3% of the

respondents’ ages 19 and 20 years old.

 ST. THERESA’S SCHOOL OF NOVALICHES 32

Table 3

Sex of the Respondents

Sex Frequency Percentage

Female 66 80%

Male 16 20%

Total Number of 82 100%

Respondents

The Table 3 expresses that the most number of the respondents (80%), are

females, while the remaining 20% are males.

Table 4

Grade and Section of the Respondents

Grade and Section Respondents Percentage

Grade 11 ABM 1 26 31.71%

Grade 11 ABM 2 24 29.27%

Grade 12 ABM 32 39.02%

Total Number of 82 100%

Respondents

Table 4 indicates that Grade 12 ABM has the most number of respondents which

has 32 respondents that is 39.02% of the total number of respondents. Afterwards,

 ST. THERESA’S SCHOOL OF NOVALICHES 33

Grade 11 ABM 1 with 26 numbers of respondents. Lastly Grade 11 ABM 2 with 24

respondents.

Part II. Factors that affect brand awareness on social media.

In evaluating the effects of social media marketing on brand awareness through

Facebook of ABM students in St. Theresa’s School of Novaliches, weighted mean was

administered. It was used to determine the effects of social media marketing on brand

awareness in terms peer influence, presentation of the product or service, price,

commercial or advertisements, private messages or emails and promotion from

influencers, bloggers, and vloggers. Table 5 shows the descriptive measure of the

respondents’ evaluations on how peer influence affects their brand awareness.

Table 5

Factors that affect Brand Awareness on Social Media in Terms of Peer

Influence

Peer Influence on Brand Awareness WM VI

1. Consumers prefer ads that feature their 3.59 SA
friends’ names on their newsfeed.
2. Most of consumer’s friends avail the 3.15 A
same product or service.
3. Consumers are impressed by feeds or 3.32 SA
blogs about the product.
4. Consumers consider social media 3.24 A
influencers that are advocate of the
brand.
5. Consumers adhere to trends on social 2.85 A
media.
General Weighted Mean 3.23 A
 ST. THERESA’S SCHOOL OF NOVALICHES 34

Legend: SA- Strongly Agree A- Agree

D- Disagree SD- Strongly Disagree

The entry in Table 5 reveals the factors that affect brand awareness on social

mediain terms of peer influence. It can be observed that most of the respondents

perceived that consumers prefer ads that feature their friends’ names on their newsfeed

with a weighted mean of 3.59 and a verbal interpretation of “Strongly Agree”.

On the other hand, it is also indicated that the least perceived that the consumers

adhere to trends on social media with a weighted mean of 2.85 and a verbal

interpretation of “Agree”.

Generally, the effects of peer influence on brand have a weighted mean of 3.23

with a verbal interpretation of “Agree”.

Similarly, according to a study conducted by Kang, Jin, Jung and Shim (2015) that

focuses on the factors that influence buyers’ attitudes and behavioural intention towards

social networking advertising on Facebook, it revealed that customers preferred ads

that feature friends’ names on their newsfeed more than paid ads on Facebook. This

study revealed that peers have a crucial role in a consumer’s attitude or behavioural

intention. This also indicates that peers’ involvement and influence have positive

correlation with brand awareness in the context of social media (Shojaee & Azman,

2013).
 ST. THERESA’S SCHOOL OF NOVALICHES 35

In addition, table 6 below shows the factors affect brand awareness on social media

in terms of presentation of product or service.

Table 6

Factors that affect Brand Awareness on Social Media in Terms of Presentation

of the Product or Service

Presentation of Product or Service on WM VI

Brand Awareness
1. Appearance of the product fascinates the 4.00 SA
consumer.
2. Proper packaging is essential for the 3.83 SA
consumer.
3. Cleanliness and neatness of the product 3.82 SA
is important.
4. Consumers consider the quality of the 3.24 SA
product as it is delivered.
5. Consumers are convinced with the 3.23 A
promised benefits.
General Weighted Mean 3.62 SA

Legend: SA- Strongly Agree A- Agree

D- Disagree SD- Strongly Disagree
The entries in Table 6 indicate the mean results on the factors that affect brand

awareness on social media in terms of the presentation of the product or service. It

can be gleaned from the table that most student-respondents believe that in terms of

presentation of product or service, appearance of the product fascinates the consumer

with the weighted mean of 4.0 and a verbal interpretation of “Strongly Agree”.
 ST. THERESA’S SCHOOL OF NOVALICHES 36

On the other hand, it can also be denoted that the least perceived that in terms of

presentation of products, consumers are convinced with the promised benefits with a

weighted mean of 3.20 and a verbal interpretation of “Agree”.

Generally, in the status of factors that affect brand awareness on social media

int terms of presentation of product or service with a weighted mean of 3.62 and a

verbal interpretation of “Strongly Agree”.

Marielle E. H. Creusen is an Assistant Professor of Consumer Research. She

has a background in economic psychology and obtained her PhD for research into the

influence of product appearance on consumer product choice. Her research interests

include the use of consumer research methods in product development, and the

influence of product appearance factors on consumer product influence. Effective

branding stimulates emotion, which affects consumer behavior and choices. The most

significant factor that affects emotion is color. Each color is associated with associated

with specific feelings, and the research has shown that it accounts for 90% of quick

judgements about the product. Many consumers say that they decide not to revisit

website if it has an unappealing aesthetic.

 ST. THERESA’S SCHOOL OF NOVALICHES 37

Table 7

Factors that affect Brand Awareness on Social Media in terms of Price

Price on Brand Awareness WM VI

1. Consumers find more variety of prices on 2.70 A
social media.
2. Prices are more affordable because it is 3.18 A
direct selling from the manufacturer.
3. Consumers are flexible on paying with it 3.01 A
since they can use credit cards.
4. Is the product value and benefits worth 3.55 SA
the price?
5. Consumers are willing to spend more on 3.61 SA
products that are on sale.
General Weighted Mean 3.21 A

Legend: SA- Strongly Agree A- Agree

D- Disagree SD- Strongly Disagree

Table 7 presents the mean results on the factors that affect brand awareness on

social media in terms of price. It can be observed from the table that most of the

student-respondents perceive that consumers are willing to spend more on products

that are on sale with the weighted mean of 3.61 and a verbal interpretation of

“Strongly Agree”.

Contrary, it can also be gleaned that least of them agreed that most of the student-

respondents perceive that consumers find more variety of prices on social media with

the weighted mean of 2.70 and a verbal interpretation of “Agree”.

 ST. THERESA’S SCHOOL OF NOVALICHES 38

In general, the status of factors that affect brand awareness on social media in

terms of price with a weighted mean of 3.21 and a verbal interpretation of “Agree”.

Discount retailers are thriving, and customers are trading down, evidence

suggests that across international markets a significant number of socially conscious

consumers are still exhibiting ethical consumption behavior (Garretson and Burton

2015). Most small businesses are careful about what type of marketing strategies they

invest in. Marketing through social media is one of the most versatile and cost-

effective strategies that small businesses can use to reach their target audience and

boost sales over time. That’s why 97% of marketers are using social media to reach

their audiences.
 ST. THERESA’S SCHOOL OF NOVALICHES 39

Part III. Effects of social media marketing on brand awareness.

These are what the respondents perceived the effects of social media marketing on

brand awareness.

Table 8

Effects of social media marketing on brand awareness

Indicators WM VI

1. Positively affects the buying behaviors and 2.89 A

attitudes of the consumers.
2. Helps build and maintain strong relationship with 3.10 A
the customers.
3. It has a significant effect in terms of brand image 3.63 SA
and brand equity.
4. Generates good income, sales, or profits. 3.54 SA

5. Helps organizations upgrade their promoting 3.22 A

effectiveness.
General Weighted Mean 3.28 SA

Legend: SA- Strongly Agree A- Agree

D- Disagree SD- Strongly Disagree

Table 8 reveals the results of the effects of social media marketing on brand

awareness. It indicates that majority of the respondents believe that social media

marketing has a significant effect in terms of brand image and brand equity with a

weighted mean of 3.63 and a verbal interpretation of “Strongly Agree”.

 ST. THERESA’S SCHOOL OF NOVALICHES 40

Meanwhile, it could also be observed that least of them perceived that it positively

affects the buying behaviors and attitudes of the consumers with a weighted mean of

2.89 and a verbal interpretation of “Agree”.

In general, the status of the effects of social media marketing on brand awareness

has a weighted mean of 3.28 and a verbal interpretation of “Strongly Agree”.

In relation to this, Stojanovic, Andreu and Curras-Perez conducted a study about the

effects of the intensity of use of social media on destination brand equity. The

authors mentioned above used a schema theory and a multidimensional approach of

brand equity to deconstruct how social media communication affects brand

awareness, brand image, customer value, brand quality and loyalty. Findings

confirmed an affirm effect of the intensity social media use on brand awareness.

Outcomes suggest that brand awareness influences other dimensions of brand

equity and highlight the influence of the destination affective image on the intention

to make word-of-mouth communication.

 ST. THERESA’S SCHOOL OF NOVALICHES 41

Part IV. Effective approaches that can be done to attain brand awareness.

These are what the respondents perceived the effective ways or approaches

to reach brand awareness.

Table 9

Effective approaches that can be done to attain brand awareness in terms of

commercial or advertisements

Implementation of commercial or WM VI
advertisements on brand awareness

6. Implementations of pop-up videos. 2.70 A

7. Implementation of needing to view an 2.76 A

advertisement first before playing a video.
8. Making the commercial video informative, 3.38 SA
persuasive, and concise.
9. Creating a commercial with a unique theme, 3.63 SA
interesting and attention catcher.
10. Involving well-known personalities, celebrities or 3.55 SA
influencers on the advertisement.
General Weighted Mean 3.20 A

Legend: SA- Strongly Agree A- Agree

D- Disagree SD- Strongly Disagree

Table 9 presents the effective approaches that can be done to attain brand

awareness in terms of commercial or advertisements. It can be gleaned from the table

that most of the respondents perceived that creating a commercial with a unique theme,

interesting, and attention catcher with a weighted mean of 3.63 and a verbal

interpretation of “Strongly Agree”.

 ST. THERESA’S SCHOOL OF NOVALICHES 42

In addition, it can also be observed that least of them agreed that most of the

respondents perceived the implementations of pop-up videos with the weighted mean

of 2.70 and verbal interpretation of “Agree”.

In general, the status of the effective approaches that can be done to attain brand

awareness in terms of commercial or advertisements have a weighted mean of 3.20

and a verbal interpretation of “Agree”.

Similarly, a successful brand identity is made up of a series of interlinked

elements that all aim to communicate brand values (Slade-Brooking, 2016). Thus, it is

worth seeing a brand for its details and how they team up to propose a brand impression

in consumer mind. Dewulf et al. (2016) discuss a significant role of renewable energy

and products in the market today; which applies to packaging material. It is preferred

that a brand have its sustainability assessment methods for all brand elements (ibid).
 ST. THERESA’S SCHOOL OF NOVALICHES 43

Table 10
Effective approaches that can be done to attain brand awareness in terms of
Private messages or emails

Private messages or emails on Brand WM VI

Awareness

1. Updating the consumers regularly for new 3.90 SA

products.
2. Commiting follow-ups for buyers who bought the 3.35 SA
product.
3. Using different medium to connect with the 3.59 SA
consumer.
4. Handing out coupons and flyers. 3.91 SA

5. Publisizing customers’ reviews and feedbacks 4.06 SA

on different social media platforms.
General Weighted Mean 3.76 SA

Legend: SA- Strongly Agree A- Agree

D- Disagree SD- Strongly Disagree

Table 10 shows the effective approaches that can be done to attain brand

awareness in terms of private messages or emails. It can be gleaned from the table that

most of the respondents perceived that publisizing customers’ reviews and feedbacks on

different social media platforms is an effective way with a weighted mean of 4.06 and a

verbal interpretation of “Strongly Agree”.

Contrary, it can also be gleaned that least of them agreed commiting follow-ups

for buyers who bought the product as an effective approach to attain brand awareness with the

weighted mean of 3.35 and a verbal interpretation of “Strongly Agree”.

 ST. THERESA’S SCHOOL OF NOVALICHES 44

In general, the status of the effective approaches that can be done to attain

brand awareness in terms of private messages and emails have a weighted mean of

3.76 and a verbal interpretation of “Strongly Agree”.

The accentuation of the savvy framework in internet bades life through portable

applications could give utilities an assortment of new instruments to improve their client

commitment. To protect long haul client devotion, utilities ought to change themselves

from vitality providers to vitality administration counsel. (Munoz & Outerino 2016).

Online client audits assist buyers with deciding, for example, acquiring new items,

watching motion pictures, or joining a games club (Cui et al., 2015).

 ST. THERESA’S SCHOOL OF NOVALICHES 45

Table 11

Effective approaches that can be done to attain brand awareness in terms of

Promotion from influencers, bloggers, vloggers.

Promotion from influencers, bloggers, vloggers WM VI

on Brand Awareness
1. Implementing polls about the products’ 3.26 SA
quality.
2. Applying or using the product on vlog to 3.55 SA
introduce products to the viewers.
3. Posting articles on how efficient and useful the 3.59 SA
product is.
4. Giving a review about the benefits of the 3.68 SA
products through blog or vlog.
5. Influencers or personalities giving special 3.59 SA
discount for their audiences or subscribers.
General Weighted Mean 3.53 SA

Legend: SA- Strongly Agree A- Agree

D- Disagree SD- Strongly Disagree

Table 10 displays the effective approaches that can be done to attain brand

awareness in terms of promotion from influencers, bloggers, and vloggers. It can be

gleaned from the table that most of the respondents perceived giving a review about

the benefits of the products through blog or vlog is an effective promotion of brand of

the influencer, blogger, or vlogger, with a weighted mean of 3.68 and a verbal

interpretation of “Strongly Agree”.

 ST. THERESA’S SCHOOL OF NOVALICHES 46

In addition, it can also be observed that least of them agreed that most of the

respondents perceived implementing polls about the products’ quality with the weighted

mean of 3.26 and verbal interpretation of “Strongly Agree”.

In general, the status of the effective approaches that can be done to attain brand

awareness in terms of promotion of influencers, bloggers, and vloggers have a

weighted mean of 3.53 and a verbal interpretation of “Strongly Agree”.

Incorporating the ‘voice of the consumer’ in early stages of the new product

development process has been identified as a critical success factor for new product

development (Kleef 2016). The process of understanding however, through

information-gathering and interpretation is one of the primary roles of organizations

today. For many organizations, these dat-ie, our individual and coillective experiences

as human beings-are one of the most important sources of information to be

harnessed. These data are the basis and lifeblood of such data-gathering enterprises

as popular opinion polls on current topics, the national census and targeted marketing

efforts for various products. In today’s burgeoning information society understanding

the effective use of data collection and interpretation through survey methodology in

organizations presents one key means of increasing our understanding of the human

experience.
 ST. THERESA’S SCHOOL OF NOVALICHES 47

CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

This chapter presents the summary of findings, conclusion and

recommendations of the study. The conclusions were derived from the findings and the

recommendations were based on the findings and conclusions.

Statement of the problem

This research focuses on the factors that affect social media marketing through

facebook on brand awareness of the students. This research sought answers for the

following questions:

1. What are the possible factors that affect brand awareness on social media in

terms of:

1.1 peer influence;

1.2 presentation of product and service; and

1.3 price?

2. What are the effects of social media marketing on brand awareness of

Accountancy, Business and Management Students in St. Theresa’s School of

Novaliches?

3. What are the effective approaches that can be done to attain brand awareness

through implementation of social media marketing in terms of:

 ST. THERESA’S SCHOOL OF NOVALICHES 48

3.1 commercials and advertisements;

3.2 private messages or emails; and

3.3 promotion from influencers, bloggers, vloggers

Summary of Findings

1. The possible factors that affect brand awareness on social media in terms of:

1.1 In terms of peer influence, it can be determined that most of the respondents

prefer ads that feature their friends names on their newsfeed with a weighted

mean of 3.59 and a verbal interpretation of “strongly agree”. Meanwhile, it

is least perceived that the consumers adhere to trends on social media with

a weighted mean of 2.85 and a verbal interpretation of “agree”.

1.2 In terms of presentation of product or service, it shows that majority of the

student-respondents believe that appearance of the product fascinates the

consumer with the weighted mean of 4.00 and a verbal interpretation of

“strongly agree”.

1.3 In terms of price, it indicates that most of the student-respondents perceive

that consumers are willing to spend more on products that are on sale with

the weighted mean of 3.61 and a verbal interpretation of “strongly agree”.

On the contrary, least of them agreed that consumers find more variety of

prices on social media with the weighted mean of 2.70 and a verbal

interpretation of “agree”.
 ST. THERESA’S SCHOOL OF NOVALICHES 49

2. It can be determined that the respondents "strongly agree" that social media

marketing has a significant effect in terms of brand image and brand equity with

a weighted mean of 3.63 and a verbal interpretation of "strongly agree". While

it is least agreed that it positively affects the buying behaviors and attitudes of

the consumers with a weighted mean of 2.89 and a verbal interpretation of

"agree"

3. The effective approaches that can be done to attain brand awareness through

implementation of social media marketing in terms of:

3.1 In terms of commercial and advertisements, it can be noticed that most of the

respondents perceived that creating a commercial with a unique theme,

interesting, and attention catcher with a weighted mean of 3.63 and a verbal

interpretation of “strongly agree”. On the other hand, it can also be observed

that least of them agreed that most of the respondents perceived the

implementations of pop-up videos with the weighted mean of 2.70 and verbal

interpretation of “agree”.

3.2 Private messages or emails, it shows that most of the respondents perceived

that publisizing customers’ reviews and feedbacks on different social media

platforms is an effective way with a weighted mean of 4.06 and a verbal

interpretation of “strongly agree”. Meanwhile, it can also be gleaned that least

of them agreed commiting follow-ups for buyers who bought the product as an
 ST. THERESA’S SCHOOL OF NOVALICHES 50

effective approach to attain brand awareness with the weighted mean of 3.35

and a verbal interpretation of “strongly agree”.

3.3 In terms of promotion from influencers, bloggers, vloggers. It indicates most

of the respondents perceived giving a review about the benefits of the products

through blog or vlog is an effective promotion of brand of the influencer, blogger,

or vlogger, with a weighted mean of 3.68 and a verbal interpretation of “strongly

agree”. Whereas, it can also be observed that least of them agreed that most of

the respondents perceived implementing polls about the products’ quality with

the weighted mean of 3.26 and verbal interpretation of “Strongly Agree”.

Conclusions

1. It is clearly shown that the respondents prefer to use social media to purchase a

product. They prefer to buy the product when their friends are using it as well

and with the recommendations from others. Also, it is also shown that the

respondents are willing to spend their money on the items that are on sale

instead of purchasing the items on its original price.

2. With regards to the social media marketing, it unveils that most of the

respondents agreed that it has a significant effect in terms of brand image and

brand equity. Brand image has a big impact for them when they are purchasing

the product. In addition, some of the respondents agreed that it can also affect

the buying behaviors and attitudes of the consumer.

 ST. THERESA’S SCHOOL OF NOVALICHES 51

3. In terms of commercial and advertisement, it is clearly shown that most of the

respondents perceived the unique, interesting and attention catcher. They also

agreed to publicize the reviews and feedbacks of the customer on different

medium. Moreover, respondents' perceived to give a review about the benefits

of the product through blog or vlog as an effective promotion of brand.

Recommendations

In view of the accumulated data and end produced using the overview to the

respondents, the researchers offer the accompanying recommendations:

For students, we exceptionally prescribe to utilize Social Media Marketing to assist

them with expanding their insight about how Social Media Marketing works. Since it

is efficient and effective, if they start their own business, they can utilize this study as

a guide for them to have an effective business.

For marketers, we recommend this study for them to publicize their product and

connect with their customers effectively by utilizing social media as opposed to

utilizing traditional marketing.

For future researchers, we highly recommend Social Media Marketing for future

researchers since it will assist them with gathering data effectively. Social Media

Marketing can be utilized as a device to publicize an item effectively as opposed to

utilizing a conventional promoting. It can reduce the amount of work yet upgrade the
 ST. THERESA’S SCHOOL OF NOVALICHES 52

nature of their exploration. This exploration material ought to be distributed so as to

help the future researchers in connection to our examination.

 ST. THERESA’S SCHOOL OF NOVALICHES 53

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