i

PERCEPTION ON SOCIAL MEDIA ADVERTISEMENTS

OF GRADE 12 ABM STUDENTS

A Research Paper Presented to

The Faculty of Liceo De La Salle
University of St. La Salle
Bacolod City

In Partial Fulfillment
Of the Requirements in Inquiries, Investigation, and
Immersion Subject

DE ASIS, JULLIAN ADRIAN

GOMEZ, CASEY

OCUP, YVONNIE

PEREZ, MEGGY CAMILLE

RAMOS, MA. JENNETH

TORRES, JOCEL ROSE

December 11, 2020

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ACKNOWLEDGEMENT

The researchers wish to express their heartfelt gratitude and recognition to all whom

without their unselfish support, this research paper would never have been possible.

Above all, the researchers would like to thank Almighty God, for sending the researchers

strength, knowledge, wisdom, and blessing without him I could not done all of this research and

this wound not be successful.

To the research advisor, Dheenise Villaruz for her guidance to finish this research,

assistance, corrections, response, patience and help without limit.

To the respondents of this research, for the cooperation and time to answer the

questionnaire and to be part of data gathering. This research study would be impossible without

them taking part of this study.

To the researchers’ friends, for the help, moral support and friendship. To the

researchers’ family, for the moral and emotional support, and for being the researchers’

inspiration.
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TABLE OF CONTENTS
Page
TITLE PAGE i
ACKNOWLEDGEMENTS ii
TABLE OF CONTENTS iii
LIST OF TABLES v
LIST OF FIGURES v
ABSTRACT vi
INTRODUCTION
Background of the study
Statement of the problem 1
Theoretical Framework
Conceptual Framework
Scope and Limitation
Significance of the Study
Definition of Terms
Review of Related Literature
Synthesis
METHODS
Research Design
Participants of the Study
Sampling
Sampling Technique
Instrument
Statistical Tool
Ethical Considerations
RESULTS AND DISCUSSION 2
CONCLUSION AND RECOMMENDATION 20
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TABLE OF CONTENTS CONTINUED Page

REFERENCES 32
APPENDICES
Appendix A: Survey Questionnaire 35
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LIST OF TABLES

Table Page

1. Age of the Participants 2

2. Sexuality of the Participants 3
3. Section of the Participants 4
4. Most common social media platform used 5
By the Participants
5. Number of hours spent on social media in a 6

Day of the Participants

6. Frequency of Social Media Advertisement Appearance 7
7. Influence of Social Media Advertisements on 8
Purchasing New Product
8. Persuasive Degree of Social Media Advertisement 9
9. Influence of Social Media Advertisement as 10
To Purchasing Decision
10. Product Information Accuracy of 11
Social Media Advertisements
11. Updated and Relevant Product Information 12
Of Advertisements on Social Media
12. Frequency of Skipping Social Media Ads 13
13. Perception on Convenience of Social Media 13
Advertisement as to Product Information
14. Frequency of Browsing Product Information 14
15. Frequency of Change on Initial Choice of
Product after Information Search 15
16. Frequency of Change on Initial Choice of 16
Product after Information Search
17. The advantages of social media advertisements 17
To consumers
18. The disadvantages of social media advertisements 18

LIST OF FIGURES

Figure Page

1. Theoretical Framework
2. Conceptual Framework
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ABSTRACT

The study was conducted to determine the perception on social media advertisements of Grade
12 ABM student. The study shows the profile of the student participants the profile is composed
of the students’ age, sex, and their class section. The profile will determine in which sex and age
are more engaged in seeing social media advertisements. During the duration of the study the
researchers used descriptive design and the researchers also used a researcher made
questionnaire for the survey. The data gathering was done thru google survey forms the total
population of grade 12 ABM students is 333 during the data gathering the researchers has
surveyed 118 students. The results of the study shows that different students have different
perception when it comes to social media advertisements also the result shows what the social
media advertisements can do when it comes to purchasing decisions and such. The researchers
would like to recommend more studies to be done in order to have more background information
when it comes to the perception on social media advertisement of grade 12 ABM students.
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Statement of the Problem

Generally, this study aims to determine the perception of Grade 12 ABM Liceo students on

social media advertisements

Specifically, this answers the following questions:

1. What is the profile of the participants in terms of:

a) Age;

b) Sex;

c) Grade and Section;

d) Frequency in using Social Media; and

e) Preferred Social Media Platform?

2. What is the perception of the participants towards social media advertisements?

3. What are the perceived advantages of social media advertisements?

4. What are the perceived disadvantages of social media advertisements?

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Chapter 3

RESULTS AND DISCUSSION

This chapter presents, analyzes, and interprets the data of the study. The tables provided

are the data collected. The researchers surveyed 9 sections of ABM 12, and they have a total of

118 respondents out of 333 students.

Age of the Participants

As shown in Table 1 the age of participants was characterized by the ages of 16, 17, and

18 years old. Based on the World Education News Reviews (2018) SHS consists of two years of

specialized upper secondary education (grades 11 and 12, ages 16 to 18).

The Pew Research Center (2019) conducted a survey from 2005 to 2019 showing that

young adults were among the earliest social media adopters and continue to use these sites at

high levels, but usage by older adults has increased in recent years. The majority of the

participants were 18 years old, 50.8% out of 118 participants. While the 48.3% were 17 years

old.
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Table 1. Age of the Participants

Age F %
16 1 0.8
17 57 48.3
18 60 50.8

Total 118 100

Sexuality of the Participants

Table 2 shows that the most participants are female, 68.6% of the total of 118. This

shows that majority of the participants are female while the male has less than half of the

participants, 31.4% or 37 out of 118.

Table 2. Sexuality

Sex F %
Male 37 31.4
Female 81 68.6

Total 118 100

Section of the Participants

As shown in Table 3, the participants are divided by section. In general, most participants

come from section C, 19.49% or 23 out of 118. The 17.8% from section B, the 14.41 from
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section I, the 12.71 from section H, the 11.02 from section F, the 6.78 from section G and E, the

5.93 from section A, and the last 5.08 from section D. Identifying the section is needed because a

section can be a group within a class. Again it may depend on the type of education institution

and how the individual education institution groups their students within a Class. Cooper (2020).

Table 3. Section of the Participants

Section F %
A 7 5.93
B 21 17.8
C 23 19.49
D 6 5.08
E 8 6.78
F 13 11.02
G 8 6.78
H 15 12.71
I 17 14.41

Total 118 100

Most common social media platform used by the Participants

The Table 4 shows that most common social media platform used by the students. Out of

118 respondents, the Facebook has the highest percentage level which is 94.07%. The second

one is Twitter which has 35.59%. 78.81% is Instagram while the lowest percentage is YouTube

which has 79.66%.

According to the study of Steve Weiss (2019), Facebook is the most used platform to

build a connection and create a solid trusted relationship and these services align with the

consumer’s very first spark of interest that makes it famous.

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Table 4. Most common social media platform used by the Participants

Social media platform used F %

Facebook 111 94.07
Twitter 42 35.59
Instagram 93 78.81
YouTube 94 79.66

Total 118 100

Number of hours spent on social media in a day of the Participants

As shown in table 5, almost all of the participants spend more than 4 hours on social

media in a day that has a percentage of 76.27%. While 17.8% participants spend 2-4hrs on social

media. Then only small number of the participants with a percentage of 5.93% spent less than

2hrs their time and interest on social media.

According to the study, 60% of teens—those between the ages of 13 to 17—say that

spending too much time online is a “major” problem facing their age group, with about nine in

10 teens dubbing it a problem. More than half of teens (54%) say they spend too much time on

their cellphones, and 41% say they overdo it on social media.

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Table 5. Number of hours spent on social media in a day of the Participants

Number of hours F %
Less than 2hrs 7 5.93
2 – 4hrs 21 17.8
More than 4hrs 90 76.27

Total 118 100

Frequency of Social Media Advertisement Appearance

As illustrated in table 6, the highest frequency wherein the advertisement appearance on

social media showed 5-10 times a day with percentage of 47.46%. Following 31.36% showed

more than 10 times day. Lastly and the least, 21.18% has less than 5 times a day.

According to the study of Atamaniuk (2020), the average modern person is exposed to

around 5,000 ads per day. That number is from 2007. Given the huge spike in ad exposure the

researchers have seen in recent years and how the researchers now facing a deluge of ads online

as well as in the offline world, chances are this number has already doubled.

Table 6. Frequency of Social Media Advertisement Appearance

Number of times F %
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Less than 5 times a day 25 21.18

5 - 10 times a day 56 47.46
More than 10 times a day 37 31.36

Total 118 100

Influence of Social Media Advertisements on Purchasing New Product

As shown in Table 7, 26.10% pf the participants strongly agree that the social media

advertisement is influences to buy a new product. While 38.22% percent agree that they are

being influenced by social media advertisement on purchasing new products. 30.76% are neutral

5.6% disagree and 9.32% strongly disagree. According to Keller (2009), interactive or social

media advertisements allows the consumers to learn and teach others about a brand and or the

product. Since the participants are students and in this time of the pandemic it is hard to go out.

And when the participants see a social media advertisement as said in the table majority of the

research participants agree that social media advertisements influence them in purchasing new

products since it is much easier and safe because it is online.

Table 7. Influence of Social Media Advertisements on Purchasing New Product

Rating Scale F %
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Strongly Agree 28 26.10

Agree 41 38.22
Neutral 33 30.76
Disagree 6 5.6
Strongly Disagree 10 9.32

Total 118 100

Persuasive Degree of Social Media Advertisement

As shown in Table 8, majority if the participants agree that the persuasive degree of

social media advertisements are strong and they influence that the participants to purchase new

products. Since the advertisement is on social media and it can be seen in most of the social

media platforms the participants tends to check the product based in the information given by the

advertisement. According to Mitchell (2013) enjoyment can be important on the adoption on

persuasive and prior research also has shown that persuasion and enjoyment is a key element to

the consumer’s’ online shopping.

Table 8. Persuasive Degree of Social Media Advertisement

Rating Scale F %
Strongly Agree 26 24.24
Agree 41 38.22
Neutral 36 33.56
Disagree 8 7.46
Strongly Disagree 7 6.53
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Total 118 100

Influence of Social Media Advertisement as to Purchasing Decision

According in Table 9, still majority of the participants still agree that social media

advertisements influence their purchasing decision. Since the participants rely so much in social

media advertisements. With this the participants really observe the information in the social

media advertisements with the information in the ad the participants are being influenced if they

should purchase the product or not. According to the study of the Kogi state university social

media advertisements influence the online purchasing decision of the consumers

Table 9. Influence of Social Media Advertisement as to Purchasing Decision

Rating Scale F %
Strongly Agree 16 14.92
Agree 45 41.95
Neutral 37 34.49
Disagree 11 10.25
Strongly Disagree 9 8.39

Total 118 100

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Product Information Accuracy of Social Media Advertisements

As shown in Table 10 the participants have 5 choices and most of the participants agreed

that accuracy of social advertisement was delivered accurately. According to Smith, Silver,

Johnson & Jian (n.d), Users say they regularly encounter false and misleading content on social

media – but also new ideas. Opinions are divided when it comes to the reliability, bias and

hateful nature of social media content when compared with other sources. And when asked about

the kinds of material they encounter on these sites, majorities in most countries report at least

occasionally seeing content that seems obviously false or untrue or that makes them feel

negatively about groups different from them. Across almost all these measures, those who say

social media are very important sources of political information see these platforms in different –

and often more extreme – terms than other social media users.

Table 10. Product Information Accuracy of Social Media Advertisements

Rating Scale F %
Strongly Agree 19 17.71
Agree 51 47.54
Neutral 32 29.83
Disagree 6 5.59

Strongly Disagree 10 9.32

118 100
Total
Updated and Relevant Product Information of Advertisements on Social Media
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Table 11 shows that most participants agreed, as we can see out of 100%, 53.14% agreed

that advertisements on social media are updated and connected. The respondents rate of social

media has become veritable tools for meeting up their specific and general needs in the society.

It is important in advertising that the product that they are doing to advertise is updated and

relevant. On social media, ad relevance comes from targeting users with an ad creative based on

user activity, personal information shared during signup.

Table 11. Updated and Relevant Product Information of Advertisements on Social Media

Rating Scale F %
Strongly Agree 24 22.37
Agree 57 53.14
Neutral 26 24.24
Disagree 5 4.66
Strongly Disagree 6 5.59

Total 118 100

Frequency of Skipping Social Media Ads

As shown in Table 12 more than half of the participants always skipped social media ads,

maybe it is because they found it boring, distracting, and a waste of time. Out of 118

participants, 62.46% is skipping social media ads. According to Kara Manatt (n.d), "While
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skipping is an ingrained behavior, more succinct ads, coupled with human connection and good

storytelling, will help brands more deeply engage with audiences."

Table 12. Frequency of Skipping Social Media Ads

Rating Scale F %
Always 67 62.46
Often 41 38.22
Sometimes 9 8.39
Never 1 0.93

Total 118 100

Perception on Convenience of Social Media Advertisement as to Product Information

As shown on Table 13, 35.42% out of the 118 participants rated that it is often convenient

for them to know the product information through social media advertisements. Social media

marketing presents a huge opportunity to reach more consumers at a lower cost. Not only will

you reach more consumers, you are able to target the right ones. Heigh (2017). As our

participants are senior high school students, they are fonder of using their phones and the

internet. Based on our data gathered, 21.44% shows that social media advertising is always

effective on presenting product information to potential customers.

According to an article, social media marketing is the fastest growing marketing trend

with a reported 9 out of 10 businesses employing some form of a marketing campaign on social

media. Edkent Media, (2020).

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Table 13. Perception on Convenience of Social Media Advertisement as to Product

Information

Rating Scale F %
Always 23 21.44
Often 38 35.42
Sometimes 45 41.95
Never 12 11.19

Total 118 100

Frequency of Browsing Product Information

As shown on Table 14, our findings show that 64.46% of our responders always browse

the product information they saw. Brands are riding the wave of social media marketing. 73% of

marketers believe that their efforts through social media marketing have been “somewhat

effective” or “very effective” for their business. Buffer (2019).

Table 14. Frequency of Browsing Product Information

Rating Scale F %
Always 67 62.46
Often 25 23.31
Sometimes 24 22.37
Never 2 1.86

Total 118 100

Frequency of Change on Initial Choice of Product after Information Search

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Table 15 shows the impact of Social Media Advertising on potential customer's initial

choices after information search. 41.95% responded that often times they will change their

initial choice. This leads to understanding consumer behavior to convert more customers and

increase engagement. Hal Varian, Google’s chief economist, once said that advertising creates

the intent, but search helps you resolve the purchase.

Table 15. Frequency of Change on Initial Choice of Product after Information Search

Rating Scale F %
Always 37 34.49
Often 45 41.95
Sometimes 30 27.97
Never 6 5.59

Total 118 100

Frequency of checking information available in social media if there are uncertainties

about the product

As shown below table 16 states the frequency of change on information of product if

there are uncertainties. The rating scale emphasize that "always" and "often" choices had equal

response of 46 at 42.88 percent. The rate scale "sometimes" has 23 responses with a range of

21.44 percent. On the other hand, rate scale "never" has only 3 responses at low percentage of

2.8. Overall respondents are 118 which is equivalent to 100 percent. It is shown in the table that
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mostly of the consumers of the product had lost their interest after gathering information about it.

The reviews and information has affected the rate. Searching information about a product gives

the consumers an opportunity to choose a more valuable product.

Table 16. Frequency of checking information available in social media if there are

uncertainties about the product

Rating Scale F %
Always 46 42.88
Often 46 42.88
Sometimes 23 21.44
Never 3 2.8

Total 118 100

The advantages of social media advertisements to consumers

The table implicates the advantages of social media advertisements to consumers through

statistical data which states that the "increase brand awareness" has the highest response with

81.36 percent. Furthermore, “better customer satisfaction" has 29 responses with a 24. 58 percent

and "improved brand loyalty has 16 responses and 13.56 percent and the rest will be classified

to" others” which is 2 responses with a 1.69 percent. The sum up of all percentage is 100 percent

for a total number of 118 responses. It could be seen that social media advertisements influenced

enough to the ratings of the product awareness towards its target consumer.
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According to Kirtiş and Karahan (2011) it says on how important the social media it is. It

spends less money to advertise in social media as well as the marketing strategies comparing

with traditional media. In this difficult times, social media is convenient to market products to

the target segments. Social media platforms are the easier medium to advertise especially in this

time that we used social media platforms a lot. Social media allows you to reach, nurture, and

engage with your target audience and or customers.

Table 17. The advantages of social media advertisements to consumers

Identified Advantages F %
Increase brand awareness 96 81.36
Better customer satisfaction 29 24.58
Improved brand loyalty 16 13.56
Others 2 1.69

Total 118 100

The disadvantages of social media advertisements

Table 18 states for the disadvantages of social media advertisements. The identified

disadvantages classify for "distracting" with 75 responses at 63.56 percent, "time consuming"

with 72 responses at 61.02 percent. In addition, "misleading information" gained 54 responses

with a 45.76 percent and " misleading" gained only 1 response with 0.85 percent. Overall

response with a total number of 118 at range of 100 percent.

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It shown that social media advertisements influenced can affects people choices by

the misleading information they got from social media. It consumes the time since fake news is

trend in social media as well it distracts consumers. In this article, it argues against the social

media. This article discusses the role of the concept of the public for understanding social media.

It concludes that these limits can only be overcome if the colonization of the social media in life

word and the internet become public service and common-based media. Fuchs (2014)

Table 18. The disadvantages of social media advertisements

Identified Disadvantages F %
Distracting 75 63.56
Time consuming 72 61.02
Misleading Information 54 45.76
Misleading 1 0.85

Total 118 100

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Chapter 4

CONCLUSION AND RECOMMENDATION

This section discusses the conclusions of the specific objective and the general objective.

The summary of the results regarding of the profile of the participants and their perception on

social media advertisements is presented in this chapter.

The researchers present a recommendation for the ABM 12 students of Liceo De La

Salle, Non-Government Organizations, Government and the stakeholders. These

recommendations will help the future researchers to improve this study.

CONCLUSIONS

Considering the results of the study, the following conclusions were inferred:

1) As to the participants’ profile, the findings showed that:

a) Majority of the participants belong to ages 17-18 years old. This

means that their ability to use the social media is more fluent than

other ages. Their focus is more on the usage of social media and they

are impelled by social media advertisements.

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b) Majority of the participants belong to the female group of the Grade 12

students. This only shows that women are more engaged in social

media as well as social media advertisements.

c) A great number of the participants are from the class of ABM 12 C.

2) As to the most common used social media platform:

a) Majority of the participants are more engaged in using Facebook than

other social media platforms.

b) Most of the participants use YouTube for their leisure and other uses

c) Most of the participants also use Instagram as their social media

platform in doing online matters or even just for leisure activities

d) In terms of the usage of twitter there is only a small percent of the

participants who are using the said social media platform

3) As to the number of hours spent by the participants inn social media:

a) Majority of the participants use social media platforms for more than 4

hours. With this percentage it means that they are more engaged

online.

b) Most of the participants uses social media platforms for approximately

2-4 hours.

c) Only a handful of the participants uses social media for less than 2

hours it also shows that the participants are less engaged in social

media.
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4) As to the number of times a social media advertisement pops up

a) Majority of the participants said that there are only 5-10 times a day that

an advertisement pops up in their social media accounts.

5) As to whether social media advertisements influences the participants to try new

products:

a) Majority of the participants agree that social media advertisement

influences them to try new products. The participants tend to agree that

social media advertisements can influence them in trying new brands,

products, and the like because of how the information is laid out.

b) Most of the participants are neutral in terms of whether they are being

influenced by social media advertisement to try new products or

brands. This only means that the participants have different views on

trying new products because of social media advertisements.

c) Most of the participants strongly agree that being influenced by social

media advertisements will make the participants try new products or

brands.

d) Minority of the participants strongly disagrees that being influenced by

social media advertisements does not mean they need to try new

products or brands.
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e) Also a minor part of the participants disagree that social media ads

does not make them try new products. This shows that the participants

does not take the ads seriously in terms of new products or brands.

6) As to the participants’ perception whether social media advertisements catch their

attention

a) Majority of the participants agree that social media advertisements

caught their attention to buy new products. This only means that the

participants can easily be attracted to the products being showed in the

advertisements that they are being attracted to buy the product.

b) Most of the participants are neutral in terms of how the social media

ads attracted them in buying the products. It shows that the participants

can either be attracted to buy or they are not attracted to buy the

product.

c) Minority of the participants strongly agree that the social media ads

made them attracted to buy the product. This shows that the

participants that answered strongly agree can be easily attracted to buy

the product.
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d) Minor members of the participants disagree to the fact that social

media ads caught their attention in buying the products. This shows

that the participants are not easily manipulated with ads.

e) Little of the participants disagree the social media ads has caught their

attention. Showing they either skip the ads or they are not interested

about the product.

7) As to whether the social media advertisement helped the participants in their purchasing

decisions:

a) Majority of the participants agree that they were helped by social

media advertisements to make their purchasing decisions. This shows

that the participants take the time to check the information included in

the social media advertisement to make their purchasing decisions.

b) Most of the participants are neutral on the part that social media

advertisements helped them in making their purchasing decisions. This

shows that some of the participants take time to see the social media

advertisement to make their purchasing decision. And some does not

take the time to check the social media ad.

c) Most of the participants strongly agree that they were helped by social

media advertisements to make their purchasing decisions. It shows that

the participants really rely on social media ads in making their

purchasing ads.
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d) Some of the participants disagree that social media advertisements

helped them in their purchasing decisions.

e) Some of the participants strongly disagrees that social media

advertisements did not helped them in making their purchasing

decision. It shows that the participants does not really rely on social

media advertisements in making the purchasing decisions

8) As to whether social media ads led them to purchase of useful products:

a) Majority of the participants agrees that social media advertisements

led them to the purchase of a useful product. It shows that the

participants only see the advertisements that are important or useful.

b) Most of the participants are neutral that social media ads led them to

the purchase of useful products. This most of the participants might

see the product in the ad as useful and some does not see it as

important or useful.

c) Minority of the participants strongly agree that social media ad led

them to the purchase of a useful product. This shows that the product

they see in social media ads are useful for the participants.

d) Some of the participants strongly agree that the social media ads led

them to a purchase of useful product.

e) Little of the participants disagree that they were led by the social

media ad to the purchase of a useful product. It shows that the

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participant that disagree does not see any useful products in social

media advertisements.

9) As to social media advertisements in helping the participants to be informed of the

products being sold.

a) Majority of the participants agree. This shows that social media ads

can give effective information about a product or service to the

participants.

b) Most of the participants are neutral. It shows that some participants

does not take the social media ads as an effective way of giving out a

product or service information to the public. And some thinks it give

them an effective way of knowing the product or service product.

10) As to whether the participants skip the social media ad:

a) Majority of the participants says that they always skip social media

ads. Because it irrelevant for them

b) Most of the participants skip the social media often. It shows that the

participants think the ad is important or useful or not

c) Minority of the participants says that they skip social media ads

sometimes because the information can be relevant and it can be not.

d) A member of the participants says he or she does not skip social media

ads.
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11) As to whether the participants agree that social media ads allows them to search for

information easily:

a) Majority of the participants says that social media ads sometimes

allows them to search for information easily

b) Most of the participants often use social media ads as an information

search engine. Thus making the participants reliant of social media

ads.

c) Most of the participant say that social media ads always allow them to

search for information about a product making them more reliant to

social media ads.

d) Minority of the students says the social media ads will never be an

easy search engine for product or service information.

12) As to the participants if the search related information on social media:

a) Majority of the participants say they always search for related

information in social media. Making the participants a more caution

for purchasing a product.

b) Most of the participants often times search for related information in

social media about a product.

c) Some of the participants sometimes take the time to search for related

information about a product.

d) Minority of the participants says that they never search for related

information about a product. This makes them reliant in just the

information in the ads.

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13) As to whether the participants change their initial purchase preference after searching

relevant information about a product on social media:

a) Majority of the participants says that they change their initial purchase

preference because of related information about the product. It shows

that the participants can be more on the informative side in terms of a

products.

b) Most of the participants say that sometimes they always change their

initial purchasing preference. It shows that once they see related

information about a product they tend to change their preference it is

either because the information show that it is useful or not.

c) Some of the participants always change their purchase preference

because of the related information.

d) Some of the participants sometimes change their initial purchase

preference because they tend to see more detailed related information

in social media.

e) A little of the participants answered that their preference never change

when they see related information about the product.

14) As to the participants they rely on information on social media if they have uncertainties

about a product:
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a) Most of the participants says they always rely on the information in the

social media about the products. It shows that if they have

uncertainties they rely on more details.

b) Most of the participants often times rely on the information found in

the social media because many detailed information can carry things

like if it is useful or not.

c) Some of the participants sometimes check additional information

because they have uncertainties.

d) A little of the participants say that they never check additional

information because they do not have uncertainties.

15) As for the participants perceived advantages of social media advertisements:

a) Majority of the participants says that social media advertisements

increase the brand awareness for the participants.

b) Most of the participants says that social media advertisements give

them better customer satisfaction because of the product being offered.

c) Some of the participants says it improves brand loyalty. Due to the fact

that social media ads gives them more hope about the products

featured.

d) Minor member of the participants picked others

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16) As to the perceived disadvantages of social media advertisements:

a) Majority of the participants think that social media advertisements are

distracting. This shows majority of the respondents do not like.

b) Most of the participants think it is time consuming. This also shows

that participants do not like long social media ads.

c) Some of the participants think it provides misleading information. This

also shows that social media ads can mislead different expectation

about a product.

d) Minority of the participants answered others.

RECOMMENDATIONS

Based on the analyses and the conclusions of the study, the following are recommended:

Users of social media

1. The researchers would like to recommend that the respondents and people in

general be encouraged to refrain from using social media as a means to kill time

and the main source of leisure.

Online Sellers
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1. The researchers would like to recommend to online sellers that advertising in

social media is effective to the social media users. Hence, mostly of social media

users ignore the advertisement. According to this study since this study is

conducted in Philippines facebook is the most common platform used by the

respondent, we recommend to advertise in facebook.

Advertising providers/company

1. The researchers would like to recommend that the advertising companies should

know how the audience think of online advertisement. So that they will know how

they can improve the online style of advertising.

Social media provider

1. The researchers would like to recommend that each social media platform

providers should think what is the perception on social media ads in order to make

adjustments on how many ads they should post and to monitor the duration of the

ad.

Future Researchers

1. The researchers recommend the future researchers to go through further

investigation, therefore, it could open ideas about each factor related to this study

in order to reach the most specified sub-factor of the results and data presented
 30

2. This study is only limited in collecting data of Liceo de La Salle ABM 12

students, therefore the researchers recommend to deepen the study and widen the

range of respondents.

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for-departments-class-section-and-subjects

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c.at/index.php/tripleC/article/view/552

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Media, E. (2020). 5 BENEFITS OF ADVERTISING ON SOCIAL MEDIA. Retrieved from

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Mohsin, M. (2020). 10 SOCIAL MEDIA STATISTICS YOU NEED TO KNOW IN 2020.

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 33

APPENDICES

APPENDIX A

I hereby give my consent to the researchers to answer this questions honestly. I

 
acknowledge that my participation on this survey is purely voluntary. I have
been assured that all information I disclose will be treated with utmost
confidentiality.

( ) Yes

( ) No

1. Name: (Optional) 3. Sex

2. Age: ( ) Male
( ) 16 ( ) Female
( ) 17 4. Section
( ) 18 ( )A
 34

( )B ( ) Youtube

( )C 6. Number of hours spent on social media

in a day
( )D
( ) Less than 2 hrs
( )E
( ) 2 - 4 hrs
( )F
( ) More than 4 hrs
( )G
7. Number of times an advertisement pops
( )H up on your social media account
( )I ( ) Less than 5 times a day
5. Most common social media platform used ( ) 5 – 10 times a day
(choose all that applies)
( ) More than 10 times a day
( ) Facebook
( ) Twitter
( ) Instagram

8. Social media advertisements influences 10. Social media advertisements helped

me to try new brands/ products/ services me in my purchasing decisions
( ) Strongly Agree ( ) Strongly Agree
( ) Agree ( ) Agree
( ) Neutral ( ) Neutral
( ) Disagree ( ) Disagree
( ) Strongly Disagree ( ) Strongly Disagree
9. Social media advertisements caught my 11. Social media advertisements leads me
attention to buy a product to purchase a useful product
( ) Strongly Agree ( ) Strongly Agree
( ) Agree ( ) Agree
( ) Neutral ( ) Neutral
( ) Disagree ( ) Disagree
( ) Strongly Disagree ( ) Strongly Disagree
 35

12. Social media helps me to catch products ( ) Sometimes

/ services information actively
( ) Never
( ) Strongly Agree
15. I search for related information on social
( ) Agree media before purchase
( ) Neutral ( ) Always
( ) Disagree ( ) Often
( ) Strongly Disagree ( ) Sometimes
13. I skip social media ads ( ) Never
( ) Always 16. I change my initial purchase preference
after searching relevant information about a
( ) Often
product via social media sites
( ) Sometimes
( ) Always
( ) Never
( ) Often
14. I agree that advertisements via social
( ) Sometimes
media allows me to search for information
easily ( ) Never
( ) Always
( ) Often
17. I rely on information available in social 19. what are the disadvantages of social
media if I have uncertainties regarding a media advertisements (Check all that
product applies)
( ) Always ( ) Distracting
( ) Often ( ) Time consuming
( ) Sometimes ( ) Misleading information
( ) Never ( ) Other:__________
18. what are the advantages of social media
advertisements to consumers (check all that
applies)
( ) increase brand awareness
( ) better customer satisfaction
( ) improved brand loyalty
( ) Other:__________
36
37