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Chapter 1

THE PROBLEM AND IT’S SETTING

Background of the Study

Marketers have dramatically increased their creation and usage of

social media platforms; a relatively small portion have seen corresponding

increases in consumer brand engagement. They suggested that rather than

utilize social media communication technology to enhance short term

revenue sales promotions, marketers need to use this evolving technology

to create long lasting engagement. (Schultz and Peltier,2013)

In India is on the verge of an Internet boom with a projected user

base of 330 million to 370 million by 2015, which will be the second largest

in the world, and the largest in terms of incremental growth (McKinsey &

Company, 2012). The Internet has changed the way consume products and

our means of satisfying our demands for our comfort. The new buzz of

online shopping is witnessing lot of changes and gaining people trust day

by day. The online retail market is less developed and requires deeper

penetration and consumer engagement strategies (ComScore, 2013).

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In United States, the internet has evolved into a dynamic and a

viable retail channel capable of generating over $143.2 billion in the retail

sales in 2005, which was an increase of over 22 percent of what the country

realized in 2005. This platform is relatively cheaper since the customers

easily view all the product features and have the products availed to them

without necessarily visiting the shopping malls. In most cases, the website

includes all the necessary information about a product (Simbolon., 2016).

Social media platforms such as Twitter and Facebook constitute a

substantial proportion of shopping strategies employed by various

businesses in the US. Their use is attributed to the fact that such platforms

are outreaching and relatively cheap. The customers can view the product

details in these platforms and make their purchases without necessarily

visiting the shopping malls because some businesses deliver the goods to

the consumers 94% of the major companies in the US with marketing

departments always include social media as a component of their

promotion tools (Bosari.,2012)

In the Philippines, especially in Pantukan more people say

especially younger they prefer online shopping because of the many

advantages such as convenience, saves their time and effort rather than
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being dependent on store visits. Consumer to buy online can cause to

build up the product preferences of consumers that help the marketers,

entrepreneurs and businessmen who continually improve techniques to

lead to an inevitable increase in market share and profitability.

Thus, researchers were encouraged to conduct this study, trying to

find out how social media marketing and consumer engagement towards

online shopping has changing the thinking and way of many consumers

who are living in this area. The findings of this research will not only help

Pantukan marketers to formulate their marketing strategies for online

shoppers but will also increase the knowledge and research in field of

online shopping.

Statement of the Problem

This study attempts to find out which is the best social media

preferred by consumer towards online shopping in Pantukan Davao De

Oro. Specifically, the study sought to answer the following questions.

1. What is the extent of social media marketing towards online shopping

in terms of:

1.1 Networking Sites;

1.2 Social Media Advertising; and

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1.3 Traditional Advertising.

2. What is the level of customer engagement towards online shopping in

terms of:

2.1 Time saving;

2.2 Website Design/Feature.

3. Is there a significant relationship between social media marketing and

customer engagement towards online shopping in Pantukan, Davao de

Oro?

Hypothesis

The null hypothesis will be tested at 0.05 of significance

1. There is no significant relationship between the extent Social Media

marketing and level of consumer engagement towards Online shopping in

Pantukan Davao De Orowas tested at 0.05 level of significance.

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Review of Related Literature

This chapter presents the relevant literature and studies conducted

that could be light to the social media marketing and consumer

engagement towards online shopping in Pantukan Davao de Oro.

Social Media Marketing

Social media marketing consists of an attempt to use social media to

persuade consumers that one's company, products and/or services are

worthwhile. It is marketing using online communities, social networks,

blog marketing and more. Social Media Marketing is the process of

reaching prospects and customers, and acquiring traffic and visibility

through social media sites such as Facebook, Twitter, Linked In and many

others. Social media networks were relatively unheard of, businesses still

preferred to market their goods through physical media such as billboards,

pamphlets and direct mail. With past decade, social media has taken the

world by storm, online marketing replaced physical traditional marketing

mediums, and is now replaced by Twitter, Facebook, and other social

networks.
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A basic definition of social media marketing is “using social media

channels to promote your company and its products” (Barefoot & Szabo,

2010). A process that empowers individuals to promote their websites,

products, or services through online social channels and to communicate

with and tap into a much larger community that may not have been

available via traditional advertising channel Weinberg., 2009,). The

communication with a community is highlighted above. Hunt (2009) also

emphasis that social media marketing is synonymous with community

marketing. Social media marketing as "concerned with the application of

marketing knowledge, concepts, and techniques to enhance social as well

as economic ends. It is also concerned with the analysis of the social

consequences of marketing policies, decisions and activities. Lazer and

Kelly‟s (1973)

Social media marketing (SMM) is defined as “a form of Internet

marketing that utilizes social networking websites as a marketing tool. The

goal of SMM is to produce content that users will share with their social

network to help a company increase brand exposure and broaden

customer reach,” according to Tech Target. Techopedia explains Social

Media Marketing (SMM) Social media presence is a necessity for many

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customer-driven enterprises as it gives the impression of a more

immediate connection between the customer and the seller.

Networking Sites

The related studies presented here were selected basing on the

significance on social network sites (SNSs) such as Facebook, YouTube,

Twitter have attracted millions of users, the worldwide accessibility of web

is the defining phenomenon reshaping the previews of advertising in

recent times. There is a substantial change in the landscape of information

asymmetry due to increased bargaining power of consumers endowed by

the social media networks. Boyd and Ellison (2007) define social

networking sites (SNS) as web-enabled services that allow users to

construct a public or semi-public profile, manage a list of other users with

whom they share an association, and view and traverse their list of

connections and those made by others within a bounded system. A

paradigmatic shift has been witnessed with advertisers utilizing the social

networking platforms to ‘catch’ their target audiences (Otugo et al., 2015).

Corporate are realizing that SNS can act as an effective medium to draw

the attention of users to improve viewership of their brands and enhance

their overall marketing performance.

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Knoll (2016) conducted a systematic literature review that relates to

social media advertising by analyzing 51 studies and organizing the

findings of the identified studies in major emerging themes. He took into

consideration only empirical studies and hence could not cater to full

range of relevant research publications. Khang et al. (2012) presented a

macro-level analysis based on frequency and proportion of social media

studies across the disciplines of advertising, communication, marketing,

and public policy. The study used a broader definition of social media,

including discussion boards, instant messaging, and personal homepages

as social media types where 86% of the articles were taken from the

communication field. Social networking sites’ advertising effectiveness. Cho

and Khang (2006) reviewed internet-related research by analyzing 15

major journals in communications, marketing, and advertising between

1994 and 2003. Though the interdisciplinary comparison was insightful, his

work pertains to the era before the emergence of popular SNSs like

MySpace, Facebook, YouTube, Twitter and LinkedIn. A recent review

study by Alalwan et al. (2017) classified SNS research into four different

streams namely brand communities, electronic word of mouth, network

analysis and product-harm crises. It has been observed that the

practitioners and researchers (Alalwan et al., 2017; Knoll, 2016; Khang et

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al., 2012) continue to lack a systematic review that accurately counts for the

main factors (antecedence's and consequences) of SNS marketing

phenomenon.

Social networking sites are applications that enable users to connect

with each other. Users create personal information profiles, invite friends

and colleagues to have access to those profiles, and send e-mails and

instant messages to each other. These personal profiles can include any

type of information, such as photos, video, audio files, and blogs. (Kaplan

& Haenlein, 2009). Social networking sites are a hot topic for marketers

right now, as they present a number of opportunities for interacting with

customers, including via plug-in applications, groups and fan pages.

(Zarrella, 2010,). The building blocks of a social network are user pages,

known as profiles. The profile page includes different information about

the person. Profiles are for real people, and companies use specific pages

or groups for their company information. Customizing the different pages

and profiles is a good way of reflecting your personality and brand.

(Zarrella, 2010)

In view of the escalating importance of SNS advertising and its

impact and absence of a comprehensive review paper that studies the

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same, the authors are motivated to study and analyze the extant literature.

Further, this study attempts to fill the gap by providing more

comprehensive knowledge of past trends and present a list of factors

affecting SNS advertising effectiveness. Thus, the objective of the study is

to present a systematic review of literature from varied dimensions along

with a comprehensive list of antecedents and outcomes of SNS advertising

effectiveness.

Social Media Advertising

Relevantly, social media considered as a marketing tool a retailer

must understand every aspect of it. Social media cannot be understood

without first defining Web 2.0: a term that describes a new way in which

end users use the World Wide Web, a place where content is continuously

altered by all operators in a sharing and collaborative way (Kaplan and

Haenlein 2010). “It is much more to do with what people are doing with

the technology than the technology itself, for rather than merely retrieving

information, users are now creating and consuming it, and hence adding

value to the websites that permit them to do so” (Campbell et al. 2011).

Web 2.0 has evolved from simple information retrieval to interactivity,

interoperability, and collaboration (Campbell et al. 2011). Kaplan and

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Haenlein (2010) define social media as “a group of Internet based

applications that build on the ideological and technological foundations of

Web 2.0, and allow the creation and exchange of user generated content.”

Sinclaire and Vogus (2011, 294) cite O’Reilly’s (2005) definition: “social

media is a broad term that describes software tools that create user

generated content that can be shared.” (Gross & Acquisti, 2005; Ellison,

Steinfield & Lampe, 2007; Lenhart & Madden, 2007; Winder, 2007; Boyd &

Ellison, 2007 as cited in Cox 2010). The phrase social networking sites’ is

often used interchangeably with social media. However, social media is

different because it allows participants to unite by generating personal

information profiles and inviting friends and colleagues to have access to

those profiles (Kaplan and Haenlein 2010). Thus, social media is the

environment in which social networking takes place and has altered the

way in which consumers gather information and make buying decisions.

Consumers’ Sentiment toward Marketing (CSM) is a factor consider

by researchers to measure how well consumers will perceive social media

marketing. CSM is defined as a concept which refers to the general feelings

that consumers have for marketing and the marketplace (Lawson et al.

2001as cited by Mady 2011). An individual’s perception of the overall

marketplace plays a major role in whether or not they are motivated to

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partake in consumption activities (Mady 2011). In order to create a

successful marketing campaign via social media, a consumer must be open

to the technology. Consumer technology readiness is defined as 3“people’s

propensity to embrace and use new technologies for accomplishing goals

in home and work” (Parasuraman, 2000 as cited by Mady 2011). Consumer

technology readiness is important for retailers to remember when

marketing on social networks because if their intended target market does

not use social media, is not familiar with it, or perceives it negatively, then

their social media marketing will be unrewarding. Analysis of technology

readiness can determine if marketing via interactive advertising would be

a good fit for a retailer’s target market.

The Innovation Adoption Process (IAP) is another instrument that

provides information on a consumer’s acceptance of new technology. The

IAP is the progression through which an individual goes through the

innovation-decision process (Rogers as cited in Mady 2011). Five steps

make up the process: knowledge of the innovation, forming an attitude

toward the innovation, deciding to adopt or reject the innovation,

implementation of the innovation, and confirmation of the decision (Mady

2011). Knowledge of IAP can help marketers obtain a social media

marketing campaign that is fulfilling. Now it is a place where consumers

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can learn more about their favorite companies and the products they sell.

Marketers and retailers are utilizing these sites as another way to reach

consumers and provide a new way to shop. “Technology related

developments such as the rise of powerful search engines, advanced

mobile devices and interfaces, peer-to-peer communication vehicles, and

online social networks have extended marketers’ ability to reach shoppers

through new touch points” (Shankar et al., 2011). Shopper marketing is a

new concept that has emerged, creating a new touch point for the

interactions between businesses and consumers. Shopper marketing is “the

planning and execution of all marketing activities that influence a shopper

along, and beyond, the entire path of purchase, from the point at which the

motivation to shop first emerges through purchase, consumption,

repurchase, and recommendation” (Shankar et al., 2011). Perceived fit is an

important factor for retailers to consider for shopper marketing; perceived

fit is the amount of similarity between an extension product category and

existing products affiliated with the brand (DelVecchio and Smith as cited

in Cha 2009). The more people perceive shopping services on social

networking sites as useful and easy to use, the more likely they are willing

to shop for items on social networks (Cha 2009). Providing shopping

services on social networks can provide business growth for retailers due
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to the diversity of consumers who use social media sites. The wide range

of consumers utilizing social networks means that most target markets can

be reached (Cha 2009). This provides an effective platform for retailers to

promote their brand and products to potential consumers.

According to Shankar et al. (2011), shopper marketing can join forces

with shoppers to improve products, create clear messages, identify

promoters, and serve as a connection to in-store activities, thus

demonstrating the importance of social media within a retailer’s marketing

plan. Advancements within social media sites have created consumer

communities that are defining new ways in which companies and

customers can interact with one another to share information on brand

products.

Traditional Advertising

In order to understand the effect that social media marketing has on

traditional marketing, it is important to understand how traditional

marketing campaigns are viewed today. Barlow and Birkhahn (2005)

conducted three different surveys to assess the views of corporate

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brand/marketing executives, advertising executives, and consumers on

mass marketing. While top executives, like Larry Light, the Chief

Marketing Officer of McDonald’s, feel that “the days of mass marketing

are over,” 63 percent of consumer respondents believe that traditional

advertising - defined by this research as print, TV and basic online ads - is

still an effective means of marketing a new product or service (Barlow &

Birkhahn, 2005). The advertising executives agreed with the marketing

executives in this survey, finding that the decline in perceived

effectiveness of traditional media can be blamed on two fronts: today’s

mass media is incredibly cluttered and tremendously noisy and new,

alternative media channels are becoming more and more attractive to

consumers (Barlow & Birkhahn, 2005).

Recent studies, however, show that in the United States, television

advertising is still a relevant form of traditional marketing, as it had the

highest ad revenue of all the traditional marketing forms. In a Nielsen

survey (2013), 68 percent of respondents said they would take action due

to an advertisement that they saw on the television, with newspapers

advertisements only trailing slightly at 65 percent, and magazine ads at 62

percent (The Nielsen Company, 2013). These traditional marketing

methods have a certain amount of trust built into them, as Randall Beard,
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global head, Advertiser Solutions at Nielsen, explains, “Although online

formats have the opportunity to engage more effectively with consumers,

trust in traditional ads is growing as they become more pervasive and

persuasive” (The Nielsen Company, 2013). This is not applicable as a

blanket statement for the whole world, however, as the survey showed

that Latin American consumers are more like to take action based on

traditional advertisements and their European counterparts, least likely

(The Nielsen Company, 2013). Even though online and social media

marketing seems to have captured the attention of younger generations,

this does not mean that traditional marketing is dead. As Barlow and

Birkenhahn (2005) conclude, companies cannot ignore newer, alternative

marketing methods, nor can they solely focus on traditional marketing

channels, as there is ultimately a middle road that incorporates both of

these marketing opportunities. Just as the marketing mix must find an

appropriate balance between the four P’s, marketing executives must find

an effective mix of traditional, Internet and social media marketing that

helps them retain their current customers and attract new, potential

customers.

Eid and Truman (2002) conducted a literature review on the need for

an updated marketing strategy if traditional marketing campaigns are to

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remain relevant in the eyes of consumers, as they explain “it is unrealistic

to apply the same marketing strategies [as traditional marketing] without

making some modifications to be appropriate to the electronic edge.”While

the four P’s of marketing are still important in this newer medium, they

must be considered differently. Due to the increase in options for not only

businesses but also consumers, marketing campaigns must be thoughtful

and smart – they must take advantage of the massive amount of

information about their consumer that is at their fingertips and use that

within advertising and promotions. Because it is a lot easier for a customer

to switch between suppliers, it is imperative that a company does not

depend solely on their product or pricing (Eid & Truman, 2002).

O’Callaghan and Fahy (2002), conducted in-depth interviews focused on

traditional Internet marketing with leading marketers in Ireland and found

drew similar conclusions to Eid and Truman. Internet marketing also

decreases the need for interpersonal skills within marketing associates,

adding to the list of drawbacks, as marketers are able to hide behind a

computer and customer metrics without having to personally interact with

their customers (O’Callaghan &Fahy, 2002).

Adzharuddin (2012) conducted a literature review on the current

trend of traditional media marketing versus new media and found similar
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results to that of O’Callaghan and Fahy, show that internet marketing

allows for something that radio and television has never been able to offer:

it focuses on interactivity and allows for two-way communication,

“highlighting the fact that the customers are active players rather than

passive recipients.” Furthermore, it “provides marketers with the ability to

cut through the clutter that is characteristic of traditional marketing

activities such as TV/radio and newspaper advertising” (O’Callaghan &

Fahy, 2002). Using the Internet as a marketing tool has provided

companies with a cheap, measurable, and immediate resources to reach

their target audience, with the ability to A/B test and experiment in a way

that was not possible before (O’Callaghan & Fahy, 2002). Statistic show

that Internet marketing is going strong and likely to get stronger.

In 2012, Internet marketing campaigns saw a 14.3 percent increase in

spending budget, while traditional marketing decreased by a whopping

161.5 percent (The CMO Survey, 2012). Furthermore, print newspaper

advertising revenue has seen a dramatic decrease of almost two-thirds in

the past 20 years, as seen in Table 3.1. Even though print advertising has

decreased, however, the online advertising for newspaper websites have

been steadily increasing, along with newspaper readership (Pew Research

Center’s Project for Excellence in Journalism, 2011). With more and more
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people getting their news from their favorite online source, it is only more

likely that online advertisement revenue of these newspapers will continue

to increase, allowing for people to not only see similar ads as they would

be reading the Sunday paper, but also allowing people to click on the ad

and learn even more. Extensive research has been done to determine the

impact of the Internet on marketing, and studies have shown that

marketers are still driven by the same motivations as they were before the

rise of the Internet. Similarly, the role of marketing within an organization

has remained the same.

Customer Engagement

While the notion of ‘engagement’ in business relationships is not

new, significant practitioner interest in the concept has developed in the

last decade (e.g. Haven 2007; Harvey 2005). It is suggested that within

interactive, dynamic business environments, customer engagement (CE)

represents a strategic imperative for generating enhanced corporate

performance, including sales growth (Neff, 2007), superior competitive

advantage (Sedley 2008) and profitability (Voyles 2007). The rationale

underlying these assertions is that engaged customers play a key role in

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viral marketing activity by providing referrals and/or recommendations

of specific products, services and/or brands to others.

According to (Young & Aitken, 2007) traditionally companies focus

on improving products and services in order to establish a favorable

relationship with their customers and ensure customer loyalty, although

their attempts are not in vain, the internet has made it difficult to stand out

based solely on the quality of products or services as consumers have easy

access to any product or service they wish to search for . However, too

many options are overwhelming and that is why people look for brands

they can connect emotionally with based on their ethical values and factors

that are meaningful to them (Zaltman, 2003). As an example, the

marketing of the Nestlé Crunch Bar evoked memories of childhood and

security in their customers. However as soon as the advertisement began

focusing more on the physical aspects of the bar Nestle not only lost sales

but also gave its’ competitors an opportunity to attack the chocolate-bar

business (ibid.) Instead of counting the transactions companies have with

their customers, they should focus on creating a close relationship with

them through communication. The more information companies have

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about their customers the more chance of building a lasting relationship

(Young & Aitken, 2007).

Accordingly, consumers seek communication with businesses and

are more willing to participate in two-way interactions. The opportunity to

be involved gives the customer the sense of being valuable and in control

and in return gives the company a competitive advantage of having a

stronger relationship with the customer (Young & Aitken, 2007).

Generally, customer engagement is viewed as value addition from a

customer to a business (Pansari & Kumar, 2017). Engaged customers can

also play an important role in new product/service development (Hoyer,

Chandy, Dorotic, Krafft and Singh 2010; Nambisan and Nambisan 2008;

Kothandaraman and Wilson 2001), and in co-creating experience and value

(Prahalad and Ramaswamy., 2004). This interest in the consumer

engagement (CE) concept observed in the business practice discourse,

coupled with the recent increasing use of consumer engagement (CE) by

marketing academics, has led the Marketing Science Institute to list

consumer engagement (CE) as a key research priority for the period 2010-

2012 (MSI 2010)

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With the introduction of the internet, today’s customers have more

power. Social media allows not only firms to share information with their

customers but also customers to share information with each other (Sashi,

2012). They can share their opinions with the world in a matter of seconds,

potentially destroying a business or making it a success (Kumar et al.,

2010). On that account businesses must be very careful when it comes to

building their relationship with customers. Social media has

revolutionized customer engagement. It has made it easier to advertise

brands, reach masses of potential customers in an instance as well as

measure more easily what works and what doesn’t (Sashi, 2012). Now,

businesses can measure customer engagement in a more cost-effective and

timely manner. Even more so, firms can measure customer engagement on

different levels, which is the key to identifying the difference of valuable

and invaluable costumers (Van Doorn et al., 2010). A study by McKinsey &

Company (2014) shows that C-level executives most often rank digital

customer engagement as a top strategic priority.

Statista., (2018) said that organizations can engage in many different

social media platforms to capture customer attention and build awareness

with the aim of increasing revenue or customer loyalty. Facebooks’ 2

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billion users, YouTube’s 1.5 billion and the millions of users of other

popular social media platforms are a powerful incentive for companies to

actively engage with social media as a part of their customer outreach. The

immense scale of the customer reach of those platforms has the promise of

countless opportunities if successfully executed. Customer engagement on

social media can take on many forms and could be defined as any online

action a customer makes in relation to a business.Online engagement can

be subscription, purchases, likes, shares, comments, blog or blog posts etc.

The simplest function of online customer engagement is when an

individual pays a visit to a company’s web-page. Hence, companies 15

need to focus on driving traffic to their web-pages and more importantly,

keeping the customer on the website for longer time (Ryan, 2014). That can

be done by providing entertaining content as well as asking people to

participate in surveys, promotions, giveaways etc. Further actions are

subscriptions or follows on social media. This means that companies must

regularly update posts that are not only designed to attract new customers,

but also to retain current followers. As a result, customers contribute by

liking, commenting and sharing. Companies need to pay attention to this

because this form of engagement provides valuable and free feedback in

an instance. This engagement also increases brand awareness and

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Electronic Word of Mouth (EWOM). EWOM has its advantages over

traditional word-of-mouth because business can not only track the

conversations about their brand but also intervene if necessary (Kietzmann

et al., 2011). This factor brings power back to the firm because it provides it

with an opportunity to respond to negative publicity as well as take

advantage of the positive discussions. With social media, businesses

provide their customers with a platform to contact them directly so that

they can provide immediate and efficient responses to any question’s

customers have.

That way firms can connect easily with their customers on a more

personal level (Rafiq, 2017). They can make customers feel valued by

offering special promotions or offers. Many online stores, for example,

offer individualized discount codes based on previous purchase, letting

customers know that they observe their purchase behavior. Today’s

algorithms even enable stores to target customers on other social media

platforms based on the products they have recently searched (Reczek,

Summers, & Smith, 2016)

Time Saving
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Time saving is one of the most influencing factors when consumer

buy product using online shopping. There was no faster way to get what

we want as compare to online shopping where we will not stand for an

hour in those long lines just to pay the things that we buy at the payment

counter. Browse and search the product through online can save a lot of

time compare to traditional shopping which need more time to search the

products. Consumer also can reduce their effort by shopping online.

According to Rohm and Swaminathan’s (2004), possible explanation that

shopping online can save time is during the purchase of goods via online

and it can eliminate the traveling time required to go to the store if

purchase through traditional shopping but there was a contra when

buying through online who some people think that it also takes time for

someone to receive the goods especially if the delivery process takes much

time.

Time saving is not one of the motivation factors for consumer to

shop online (Corbett, 2001) because it takes a long time to deliver good and

consumer will need to wait to receive the product but, time saving factor

can be seen through different dimension. For example, people in Pantukan

can buy a product at Davao City without visit the place. They can save
 26

their time to travel to the place where they want to buy the products and

can save their money on travel and accommodation. Morganosky and

Cude (2000) have concluded that time saving factor was reported that to be

a primary reason among those consumers who have already experienced

the online buying.

Modern life has become very busy with their work and leisure

activities. This will be taking over all the hours of the day that they have.

For those who does not has much free time, online shopping is the best

reason for them to save time. This is where online shopping becoming

increasingly important as it can save valuable time which can be used to

do other things. No travel is required if consumer want to buy goods. It

can be done anytime and anywhere without need them to visit the store as

compare to traditional shopping. Consumer can instantly look after what

they need and want which can save time rather than they go on traditional

shopping which they must look and find what they want which need

much time to search. With search options from the website can made much

quicker and easier for consumer to find the goods.

Morganosky and Cude (2000) have concluded that time saving

factor was reported to be primary reason among those consumers who

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have already experienced the online grocery buying. So, the importance of

the time saving factor cannot be neglected as motivation behind online

purchasing. Additionally, Goldsmith and Bridges (2000) emphasize that

there is a discrimination between online shopper and non-online shoppers,

online shoppers are more worried about convenience, time saving and

selection whereas non online shoppers are worried about security, privacy

and on time delivery. A study by Kamariah and Salwani (2005) shows

higher website quality can highly influence customers to shop online.

Website Design/Features

Website design and online shopping activity is one of the vital

influencing factors of online shopping. A study by Prashar, Vijay and

Parsad (2015), online consumer prefers those online sellers to create their

online store with a superb web atmospherics, consistence eye catching

graphics and has a very interested website design and layout. According

to Shergill & Chen (2005), website design, website reliability or fulfillment,

website customer service and website security or privacy are the most
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important because it is the most attractive features which can influence the

perception of the consumer to buy using online shopping. A study by

Kamariah and Salwani (2005) shows that’s higher website quality can

highly influences customers to shop online and claims the higher website

quality, the higher consumer intends to shop from internet.

Web design quality has the most impact to consumer. According to

Zhang and Dran (2000), the website design features are important and can

influence the factors which lead to consumer satisfaction and

dissatisfaction with a specific website. A study conducted by Yasmin and

Nik (2010) shows a significance relationship between online shopping

activities with website features. Website design features can be considered

as a motivational factor that can lead consumer to be attractive with online

shopping and can create a positive and negative feelings with the website.

A good website design with a good quality of feature that has been create

by the seller can make consumer easier to buy using online which can lead

to a successful transaction and this can attract them to revisit the website

again or they can influence others to buy through the website with word of

mouth. Web design quality or website features has a direct impact on user

to shop online (Liang and Lai, 2000). The qualities of website design or
 29

features always play an important role to influence consumer to buy or

purchase through online shopping. Website design that presented to

customer is crucial for online shopping (Than & Grandon, 2002). A study

by Chen and Wells in year 1999 indicated that online shoppers has been

very frustrated with the ineffective website design even though the

website design or features was done by the website consultants. Due to

ineffective website design or features, consumers tend to avoid from visit

the website and may lead to the risk that consumer exiting the website

without any purchase. Therefore, website design factors are strong

predictors of consumer satisfaction.

Website design or feature include all elements of consumer

experience at the website such as information search, order processing,

personalization and product section. Website designs refer to the appeal of

user interface design. A good website design should emphasize on how

well a website can guide it to the user and how easy it is to use (Kim &

Stoel, 2004). The easier and friendly the website design, the better it is.

Website design should be readable, tidy and user interface should be

visually attractive. An ineffective website design and lack of relevant

information about the products or goods may lead to the risk of those
 30

consumers exiting the website without any purchase (Kim, Kim and

Lennon, 2011). Website design should be simple, ease of site navigation

and ability of user to use. Consumers always prefer to purchase from a

website that easily accessed and well organized. Consumer can easily

compare products and make good choices with the well design of an

online shopping that offer enough information about the products.

According to Liang and Lai (2000), web design quality or website

features has direct impact on user to shop online. Moreover, researchers

such as Belanger, Hiller and Smith (2002) concluded that a large segment

of internet users have serious concerns of security.

Theoretical Framework

This study analyses the influence of media society and the amount

of time that customers spent on the net and social media. Nowadays,

consumption trends have modified. Gursakal (2009)The usage of

magazines, interviews and catalogs by buyers and sellers are altered by

searching on e-mails, internet sites and sharing information in social

media. Because of the effective role of social media, the time consumed on

the net increases, and consumers‟ withdraw from traditional searching

methods. Social media have become an important place where

 31

opportunities are mentioned, products are advertised and products are

commented.

The study found that Social Network Marketing is becoming the

most successful model in advertising. The impact of social media

marketing on consumer buying behavior are networking sites, social

media advertising and traditional advertising. Networking sites are

applications that enable users to connect with each other. According to

NimaBarhemmati et al., (2015).Social Network Marketing influences the

shopper buying behavior among consumers who use social networking

sites. Social media advertising is the wide range of consumers utilizing social

networks means that most target markets can be reached (Cha 2009)

provides an effective platform for retailers to promote their brand

products to potential consumers. The Traditional advertising is growing as

they become more pervasive and persuasive (Nielsen Company, 2013).

In the dependent variable, a study by Kamariah and Salwani (2005)

shows higher website quality can highly influence customers to shop

online. Time saving is one of the most influencing factors of online

shopping. Browse or search an online catalogue can save time and

patience. People can save time and can reduce effort by shopping online.
 32

Additionally, Goldsmith and Bridges (2000) emphasize that there is a

discrimination between online shopper and non-online shoppers, online

shoppers are more worried about convenience, time saving and selection

whereas non online shoppers are worried about security, privacy and on

time delivery. Kamariah and Salwani (2005) claims the higher website

quality, the higher consumer intends to shop from internet. Web design

quality has important impacts on consumer choice of electronic stores,

stated by Liang and Lai (2000). Website design one of the important factor

motivating consumers for online shopping.

Characteristic’s affect their attitude and the choices they make. et.

al., (2004). This theory will be helpful to understand how consumer

changes their behavior to shop online than physical store purchases.

Online shopping is basically a process of selling and buying of

goods and services on World Wide Web (WWW). Figure 1 shows the

conceptual framework of the study.

 33

Independent Variable Dependent Variable

Social Media Marketing Customer Engagement

● Networking Sites ● Time Saving

●Website
● Social Media Advertising
Design/Feature

● Traditional Advertising
 34

Figure 1. The Conceptual Framework of Social Media Marketing and Consumer

Engagement towards online shopping in Pantukan Davao de Oro

Significance of the study

The useful and relevant information acquired from the study will

eventually help for the following:

Marketer This study helps to be more informed about their target

audience, like, dislikes, and interest so that they can create a better

marketing strategy to attract such customers.

Consumer This study is a great place for keeping consumer current.

They can seek out information and consume to access relevant and

engaging content with information that’s important to them.

 35

Teacher This study may help the teaching staff of Kolehiyo Ng

Pantukan to determine the impact of social media marketing to consumer

engagement towards online shopping. And also to increase the knowledge

and research in the field of online platforms.

Future Researcher This research contains relevant information

methods, techniques and strategies that would serve as a guide for them,

to conduct research in the future.

Definition of Terms

For the purpose of the study the following terms were defined and

explained.

Social Media Marketing involves natural and general conversation

between people about a topic of mutual interest (e.g. Facebook, Twitter,

LinkedIn and Blogs). Social media facilitates the exchange of information

via email, chat rooms, blogs, discussion forums, digital audio, images and

movies.
 36

Networking sites. Many social networking sites were created in the

1990’s. In 2000 social media received a great boost with the witnessing of

many social networking sites springing up.

Social Media Advertising. Is advertisement served to users on

social media platforms. It relies on social information or networks in

generating, targeting, and delivering marketing communications.

Traditional Advertising. This includes the ‘’usual’’ venues for

media placement, such as newspaper, radio, broadcast television, cable

television, or outdoor billboards.

Consumer Engagement. It refers the emotional connection between

a customer and a brand. Highly engaged customers buy more, promote

more, and demonstrate more loyalty.

Time saving. It refers to reducing the amount of time needed for

doing something.

Website Design/Feature. Refers to the design of websites that are

displayed on the internet. It usually refers to the user experience aspects of

website development rather than software development.

 37

CHAPTER II

METHODOLOGY

The following sections detail the research design, the participants of

the study, and the methods and procedures to conduct the study.

Research Design

This study used descriptive quantitativenon-experimental

correlation method of research. This research lacks the manipulation of an

independent variables, random assignment of participants to conditions or

orders of conditions, or both. (O’ Dwyer & Bernaur, 2013). The data that
 38

were answered, collated, and distributed using survey questionnaire

gathered from our respondents helped describe the correlation of influence

of social media marketing and consumer engagement. It investigated the

relationship among variables for determining the social media marketing

and consumer engagement towards online shopping in Pantukan, Davao

De Oro.

Research Subject

This study includes the respondents of the study, the sampling

techniques used to implement the study. The researcher used SLOVIN’S

FORMULA to calculate the number of samples n=N/ (1+Ne2). In

selecting the respondents. There were have 380 respondents selected

customer in Pantukan to answer the survey questionnaire. The sampling

techniques used in employing the respondents this study gathered data

used the researchers adopted and modify questionnaire.

 39

In conducting the study, the researchers were asking a total number

of (380) customers: Age 15-19, 20-24, and 25-29. As shown as in the table

below, all the respondents were having a total of 380. Were classified in

three specific customers, for age 15-19 there are 90 respondents, 220 age of

20-24 and 70 for the age of 25-29 who engage social media marketing

towards online shopping in Pantukan.

Table 1

Distribution of the Respondents of the study

Respondents Numberof Respondents Percent

Customer engage
online shopping

Age 15-19 90 90%

Age 20-24 220 220%

Age 25-29 70 70%

 40

Total 380 380%

Research Instrument

This instrument used in the study was a researcher adopt and

modify downloaded questionnaire from the internet as the primary source

of data. The development of this instrument was based on the procurable

sources that appropriate to needs of the study in such a way that questions

could obtain the desirable information. The draft was shown to the

researcher’s adviser for comments and suggestion after which it was

validated by the three experts of evaluators.

The instruments for social media marketing was derived from

Taprial & Kanwar (2012)The researcher constructed 5 sets of

questionnaires. The first part pertains to the profile of respondents their

name, age, gender. Then followed by the questionnaire pertaining to

administrative services. The respondents were instructed to checked the

column which correspond to their choice. There were 15 questions

categories by 3 indicators namely: Networking Sites, Social Media

Advertising, Traditional Advertising.

 41

The second part pertaining to the relationship to consumer

engagement, there were 10 questions categorized by 2 indicators namely:

Time Saving and Website Design/Features.

Table 2.1 Parameter Limits

Range of Means Description Interpretation

This indicates that social media

marketing towards online shopping is
4.50-5.00 Always very evident.

3.50-4.49 Often This indicates that social media

marketing towards online shopping is
evident
 42

2.50-3.49 Sometimes This indicates that social media

marketing towards online shopping is
moderate evident.

1.50-2.49 Seldom This indicates that social media

marketing towards online shopping is
less evident.
1.00-1.49 Never This indicates that social media
marketing towards online shopping is
not evident.

Range of Means Description Interpretation

This indicates that Consumer

engagement towards online shopping
4.50-5.00 Always is very high.

3.50-4.49 Often This indicates that consumer

engagement towards online shopping
is high.

2.50-3.49 Sometimes This indicates that consumer

engagement towards online shopping
 43

is average.

1.50-2.49 Seldom This indicates that consumer

engagement towards online shopping
is low.

1.00-1.49 Never This indicates that consumer

engagement towards online shopping
is very low.

Data Gathering Procedure

The primary data collection techniques use in this study are survey

research after each respondent was selected, they were each given a

questionnaire and answer the complete survey questionnaire. The

researcher was available in case any questions need to be clarified. After

the survey completed the participants were free to leave.

 44

Seeking Permission to Conduct the Study. After the validation of

the survey questionnaire, the researchers sent a request letter to the

College President seeking approval to conduct the study.

Administration and Retrieval of the Questionnaire. The researcher

personally administered the distribution of the questionnaire to the

participants and then researcher explained the instruction and clarification

of accomplishing the questionnaire. Likewise, the researchers also assured

to the respondents that their responses would be kept confidential.

Checking, Collating and Processing of Data. Responses to the items

of the questionnaire were checked, collated and tabulated according to the

items to the established rating scale and forwarded to the statistician for

computation analysis. Results were analyzed and interpreted based on the

purpose of the study.

Statistical Treatment of Data

In this study the researcher employed the following statistical tools

Mean. This tool was use to define the extent of administrative

service and level of shopper online engagement. It is the sum of a set of

 45

data divided by the number of data. Also, can be efficient instrument when

comparing various data.

Analysis of variance. This tool was used to determine the significant

difference on the administrative services and the level of social media

users. This was utilized to exposed the relationship between Social Media

Marketing and Consumer Engagement Towards Online Shopping.

Person Product Moment Correlation or Person’s R. This was used

to determine the significance of the relationship between Social Media

Marketing and Consumer Engagement Towards Online Shopping in

Pantukan, Davao De Oro.

Probability. This was used to allows researchers to create a sample

that is accurately representative, when the selection is based on the

principle of randomization. To determine is there a significant relationship

between the extent social media marketing and level of consumer

engagement towards online shopping.

Regression analysis. This tool helps the analyst understand the

relationships between the social media marketing if there a significantly

influence consumer engagement towards online shopping in Pantukan.

 46

Chapter 3

RESULTS AND DISCUSSIONS

In this chapter, the researcher presents, analyzes and interprets the

data gathered in textual and tabular forms.

Extent of Social Media Marketing Towards

Online Shopping in Terms of Networking Sites
 47

Presented in Table 2 are the mean scores of social media marketing

in terms of networking sites. Data shows that overall obtained mean of

4.02 with description ofoften. This means that the networking sites towards

online shopping is evident.

Base on Appended Table 2 data indicate that the mean level of

different items under networking sites based from the highest to lowest

are follows; 4.17 for, Use social media to seek opinions about product/services;

followed by, 4.04 for Read the opinions shared by friends through social

networking sites before buying the product; 4.00 forRead online review or blog

about a particular which I want to buy;. And 3.97 for,Bring up to number of

likes/ dislikes while considering any goods or service with a description of often

which indicates that social media marketing towards online shopping is

evident. The item that got the lowest mean of 3.92for, Refer to number of

likes/ dislikes while considering any product or service; with the description of

oftenwhich indicates that social media marketing towards online shopping

is evident.

Social networking sites are a hot topic for marketers right now, as

they present a number of opportunities for interacting with customers,

including via plug-in applications, groups and fan pages. (Zarrella, 2010)
 48

Table 2

Extent of Social Media Marketing Towards Online Shopping

in Terms of Networking Sites

ITEMS
I...
MEAN DESCRIPTION
1. Use social media to seek
opinions about
product/services 4.17 Often
 49

2. Bring up to number of likes/

dislikes while considering
any goods or service.
3.97 Often
3. Read the opinions shared by
friends through social
networking sites before
buying the product. 4.04 Often
4. Read online review or blog
about a particular product
which I want to buy.
4.00 Often
5. Refer to number of likes/
dislikes while considering
any product or service.
3.92 Often

OVERALL MEAN 4.02 Often

Extent of Social Media Marketing Towards Online Shopping

in Terms of Social Media Advertising

Presented in the Table 3 are the mean scores of social media

marketing towards online shopping in terms of media advertising. The

data shows the overall obtained mean of 4.02 with a description of often
 50

which indicates that social media marketing towards online shopping is

evident.

Based on the Appended Table 3 data indicated the mean level of

different items under media advertising based on the highest to lowest are

as follow; the highest weighted mean of4.17 for,Ads on social media

successfully convey the message they intended to deliver;followed by, 4.04 for,

The post purchase followed ups by companies are helpful; 4.00 for,Customer’

today are more inclined to buy an online advertised brand; 3.97 for, Online

purchase order placements process is reliable/trustworthy; with a description of

often which indicates that social media marketing towards online

shopping is evident. The item that got the lowest mean of 3.92 for, Online

advertisements increase awareness on the brand more than traditional media;

with a description of often which indicates that social media marketing

towards online shopping is evident.

Kaplan and Haenlein (2010) define social media as “a group of Internet

based applications that build on the ideological and technological

foundations of Web 2.0, a term that describes a new way in which end

users use the World Wide Web, a place where content is continuously

altered by all operators in a sharing and collaborative wayand allow the

 51

creation and exchange of user generated content.” Advancements within

social media sites have created consumer communities that are defining

new ways in which companies and customers can interact with one

another to share information on brand products.

Table 3

Extent of Social Media Marketing Towards Online Shopping

in Terms of Social Media Advertising

 52

ITEMS

MEAN DESCRIPTION
1. Ads on social media successfully
convey the message they intended to
deliver
4.17 Often
2. Online purchase order placements
process is reliable/trustworthy.
3.97 Often
3. The post purchase followed ups by
companies are helpful 4.04 Often
4. Customer’ today are more inclined to
buy an online advertised brand
4.00 Often
5. Online advertisements increase
awareness on the brand more than
traditional media.
3.92 Often

OVERALL MEAN 4.02 Often

Extent of Social Media Marketing Towards Online Shopping

in Terms of Traditional Advertising

Presented in Table 4 are the mean scores of social media marketing

toward online shopping in terms of traditional advertising. The data show

 53

the overall obtained mean of 3.88 with a description of often. This means

that thetraditional advertising towards online shoppingis evident.

Based on Appended Table 4 data indicated the mean level from

highest to lowest are as follows; two itemsgot the same and highest mean

of 3.89 for,It is interesting and attractive as an advertisement and Of the

convincing informative advertisementswith a description of often which

indicates that social media marketing towards online shoppingis evident.

Followed by 3.88 for, Of its ability to change views about the products with a

description of often which indicates that social media marketing towards

online shopping is evident.; two itemsgot the same and lowest mean of

3.86 for,It is reliable based on the information and It is long lasting effect on

perception of a brand or product with a description of often which indicates

that social media marketing towards online shopping is evident.

Furthermore, it “provides marketers with the ability to cut through

the clutter that is characteristic of traditional marketing activities such as

TV/radio and newspaper advertising” (O’Callaghan & Fahy, 2002).

”While the four P’s of marketing are still important in this newer medium,

they must be considered differently. Due to the increase in options for not

only businesses but also consumers, marketing campaigns must be

 54

thoughtful and smart – they must take advantage of the massive amount

of information about their consumer that is at their fingertips and use that

within advertising and promotions. Because it is a lot easier for a customer

to switch between suppliers, it is imperative that a company does not

depend solely on their product or pricing (Eid & Truman, 2002).

O’Callaghan and Fahy (2002),

Table 4

Extent of Social Media Marketing Towards Online Shopping

in Terms of Traditional Advertising

 55

ITEMS

I am convinced on traditional advertising

because… MEAN DESCRIPTION

1. It is interesting and attractive as an

advertisement. 3.89
Often
2. Of the convincing informative
advertisements 3.89
Often
3. It is reliable based on the information 3.86
Often
4. Of its ability to change views about the
products. 3.88
Often
5. It is long lasting effect on perception of
a brand or product. 3.86
Often

OVERALL MEAN 3.88

Often

Summary on the extent of Social Media Marketing

Towards online shopping in Pantukan Davao de Oro

 56

Reflected in Table 5 is the summary on the extent of social media

marketing towards online shopping. The data reveals the overall mean of

3.93 with description of often. The overall mean signifies that the indicators

of social media marketing towards online shopping are evident.

To examine further, the indicator with the highest mean rating of

4.02 with description of oftenis networking sites. While, the indicator social

media advertising has 3.89 and traditional advertising has 3.88 as mean

rating with a description of often. This indicates that social media

marketing towards online shoppingisevident.

Using social media channels to promote your company and its

products” (Barefoot & Szabo, 2010). A process that empowers individuals

to promote their websites, products, or services through online social

channels and to communicate with and tap into a much larger community

that may not have been available via traditional advertising channels”

(Weinberg, 2009,).

Table 5

Summary on the Extent of Social Media Marketing Towards

Online Shopping in Pantukan, Davao de Oro

 57

   

INDICATORS MEAN DESCRIPTION

A. Networking Sites 4.02 Often

B. Social Media Advertising 3.89 Often

C. Traditional Advertising 3.88 Often

OVERALL MEAN 3.93 Often

Level of Customer Engagement Towards Online Shopping

in Terms of Time Saving

 58

Presented in Table 6 are the mean score of customer engagement

towards online shopping in terms of time saving. The data show the

overall obtained mean of 3.77with a descriptionofoften. This means that the

time saving towards online shopping is high.

Based on Appended Table 6 data indicated the main level from

highest to lowest are as follow; 3.90 for, Searching product information can

consume a lot of time; followed by 3.79 for, Time spent on waiting product and

services are stressful situations with a description of often which indicates

that costumer engagement towards online shopping is high. 3.75 for,

Online shopping takes less time to purchase;. And3.74 for,Online shopping

doesn’t waste time; The item that got the lowest mean of 3.66 for, I feel that it

takes less time in evaluating and selecting a product while shopping online; with

a description of often which indicates that costumer engagement towards

online shopping is high.

Time saving is one of the most influencing factors when consumer

buy product using online shopping. There was no faster way to get what

we want as compared to online shopping where we will not stand for an

hour in those long lines just to pay the things that we buy at the payment

counter. Browse and search the product through online can save a lot of
 59

time compared to traditional shopping which need more time to search the

products. Consumer also can reduce their effort by shopping online.

(Nikhil Srivastava 2016)

Table 6

Level of Customer Engagement towards Online Shopping

 60

in Terms of Time Saving

ITEMS

MEAN DESCRIPTION

1. Online shopping takes less time to

purchase. 3.75 Often

2. Online shopping doesn’t waste time. 3.74 Often

3. I feel that it takes less time in

evaluating and selecting a product
while shopping online. 3.66 Often

4. Time spent on waiting product and

services are stressful situations. 3.79 Often

5. Searching product information can

consume a lot of time. 3.90 Often

OVERALL MEAN 3.77 Often

Level of Customer Engagement towards Online Shopping

in Terms of Website Design / Feature

 61

Presented in Table 7 are the main score of customer engagement

towards online shopping in terms of website design/feature. The data

show the overall obtained mean of 3.92 with a description of often. This

means that the customer engagement towards online shopping in terms of

website design/features is high.

Based on Appended Table 7 data indicated the main level from

highest to lowest are as follows; 3.99 for, I prefer to buy from website that

provides me with quality of information; followed by 3.94 for,The website design

helps me in searching the products easily; 3.92 for, I believe that familiarity with

the website before making actual purchase reduce the risk; with a description of

often which this indicates that costumer engagement towards online

shopping is high. And 3.89 for, While shopping online, I prefer to purchase

from a website that provides safety and ease of navigation and order;. The item

that got the lowest mean of 3.86 for, The website layout helps me in searching

and selecting the right product while shopping online; with a description of

oftenwhich this indicates that costumer engagement towards online

shopping is high.

Website design or feature include all elements of consumer

experience at the website such as information search, order processing,

 62

personalization and product section. Website designs refer to the appeal of

user interface design. A good website design should emphasize on how

well a website can guide it to the user and how easy it is to use. Website

design should be simple, ease of site navigation and ability of user to use.

Consumers always prefer to purchase from a website that easily accessed

and well organized. Consumer can easily compare products and make

good choices with the well design of an online shopping that offer enough

information about the products (Kim & Stoel, 2004).

Table 7
 63

Level of Customer Engagement Towards Online Shopping

in Terms of Website Design / Feature

ITEMS

MEAN DESCRIPTION

1. The website design helps me in

searching the products easily. 3.94 Often

2. While shopping online, I prefer to

purchase from a website that
provides safety and ease of
navigation and order. 3.89 Often

3. The website layout helps me in

searching and selecting the right
product while shopping online. 3.86 Often

4. I believe that familiarity with the

website before making actual
purchase reduce the risk of shopping
online. 3.92 Often

5. I prefer to buy from website that

provides me with quality of
information. 3.99 Often

OVERALL MEAN 3.92 Often

Summary on the Level of Customer engagement

 64

Towards Online Shopping in Pantukan Davao de Oro

Reflected in Table 8 is the summary on the level of customer

engagement towards online shopping. The data reveals the overall mean

of 3.85 with a description of often. The overall mean signifies that the

indicators of the customer engagement towards online shopping are high.

To examine further, the indicator with the highest mean rating of

3.92 with a description of often is website design/feature. While, the

indicator of time saving has 3.77 as mean rating with a description of often

which this indicates that costumer engagement towards online shopping is

high.

According to Statista (2018) said that organizations can engage in

many different social media platforms to capture customer attention and

build awareness with the aim of increasing revenue or customer loyalty.

 65

Table 8

Summary on the Level of Customer Engagement Towards

Online Shopping in Pantukan, Davao de Oro

   

INDICATORS MEAN DESCRIPTION

A. Time Saving 3.77 Often

B. Website Design / Feature 3.92 Often

OVERALL MEAN 3.85 Often

 66

Significance between the Level of

Social Media Marketing

and Customer Engagement Towards

Online Shopping in Pantukan, Davao de Oro

Table 9 displayed the significance of the relationship the level of

social media marketing and customer engagement towards online

shopping. The r-value that 0.40 is moderate positive correlation. The

coefficient of determination (r2) is 0.1600. This means that 16% on the

variation are attributed to the indicators of customer engagement.

Moreover, the relationship is significant since the p-value (0.00) is less than

0.05 level of significant, thus the null hypothesis was rejected.

Therefore, there is significant relationship on social media marketing

and customer engagement.

According to (Barefoot & Szabo, 2010) social media marketing is

“using social media channels to promote your company and its products” .

(Weinberg, 2009,)who mention that a process that empowers individuals

to promote their websites, products, or services through online social

channels and to communicate with and tap into a much larger community
 67

that may not have been available via traditional advertising channels”.

Social media allows not only firms to share information with their

customers but also customers to share information with each other (Sashi,

2012).
 68

Table 9

Relationship Between the Level of Social Media Marketing and

Customer Engagement Towards Online Shopping in Pantukan, Davao
de Oro

P- Decision Conclusion
Value on on
VARIABLE r - Interpretati Relationship
S Value on α=0.05 Ho

A. Social
Media
Marketin
g
Moderate

Positive
B. Custo Correlation
0.40 0.00 Rejected Significant
mer
Engagem
ent

Coefficient of Determination 0.1600

 69

Chapter 4
SUMMARY, CONCLUSION AND RECOMMENDATION

In this chapter are the summary of aggregation based on the results

of data gathered, in order to appropriate conclusions drawn from the

collections and recommendations certain method of action in the clarity of

conclusion.

Summary of findings

The findings of the study were as follows:

1. These were the mean ratings for each of the indicators of social media

marketing. Respectively: 4.02 or often for networking sites; 4.02 or often

for social media advertising; and 3.88 or often for traditional advertising.

2. These were the mean ratings for each of the indicators of costumer

engagement. Respectively: 3.77 or often for time saving; and 3.92 or often

for website design/feature.

3.There is significant relationship between social media marketing and

consumer engagement since the p-value is 0.00less than 0.05 level of

significant, thus the null hypothesis is rejected.

Conclusion
 70

On the basis of the foregoing findings, the following conclusions were

drawn:

1. Networking sites and social media advertising is often which

means is high among three remaining social media marketing in Pantukan

Davao de Oro.

2. The level of social media marketing towards online shopping is

often which means is high.

3. There is significant relationship between social media marketing

and customer engagement towards online shopping.

Recommendation

In view of the conclusion, the researcher proposed following

recommendations.

1. Social media marketing, particularly in traditional advertising

must give latest and interesting, attractive advertisement which can

contribute informative knowledge to the customer who has rely on

traditional advertising like TV, radio and newspaper.

2. Customer engagement, specifically in time saving,online shopping

it is the best reason forthe customer to save time. Shopper may purchase

without visiting the store, without travelling, it takes less time to purchase.
 71

3. For future researcher, they must consider other indicator of social

media as a factor that influence customer engagement and other variables

and dimensions that affect in shopping online

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APPENDICES
 86

Appendix A
 87

SURVEY QUESTIONAIRE

Survey Questionnaire on Social Media Marketing and Consumer

Engagement towards Online Shopping in Pantukan, Davao de Oro

Dear Respondents,

Good Day! We are humbly asking for your permission and your
little time to conduct a survey.Your responses to this questionnaire will
greatly help the researchers in conducting the study. Whatever
information we may get from you will remain confidential and will be
kept secured.

Researcher;

Aperdo, Cris Mae

Agunza, Caniza

Apolinar, Mariel

Paganapang, Raynalyn

I.1 Personal Information

 88

Directions: Put check (√) to the space provided before each option with
your preferred choice.

Name: _______________________ Gender:_________________________

Age:________________________
Occupation:__________________________

Direction: Put check (√) on what the best describes your answer parallel to
the following questions.

Rate the following statements about products and services:

Scale Description Interpretation

5 Always This indicates that social media marketing

towards online shopping is very
evident.

4 Often This indicates that social media marketing

towards online shopping is evident.

3 sometimes This indicates that social media marketing

towards online shopping is moderate
evident.

2 Seldom This indicates that social media marketing

towards online shopping is less
evident.

1 Never This indicates that social media marketing

towards online shopping is not
evident.
 89

Networking Sites

Item # I... 5 4 3 2 1
1. Use social media to seek opinions about
product/services
2. Bring up to number of likes/ dislikes while
considering any goods or service.
3. Read the opinions shared by friends through
social networking sites before buying the
product.
4. Read online review or blog about a
particular product which I want to buy.
5. Refer to number of likes/ dislikes while
considering any product or service.

Social Media Advertising

Item # 5 4 3 2 1

1. Ads on social media successfully convey the

message they intended to deliver
2. Online purchase order placements process is
reliable/trustworthy.
3. The post purchase followed ups by
companies are helpful
4. Customer’ today are more inclined to buy an
online advertised brand
5. Online advertisements increase awareness on
the brand more than traditional media.
 90

Traditional Advertising

Item I am convinced on traditional advertising 5 4 3 2 1

# because…
1. It is interesting and attractive as an
advertisement.
2. Of the convincing informative
advertisements
3. It is reliable based on the information
4. Of its ability to change views about the
products.
5. It is long lasting effect on perception of a
brand or product.

Part 11

1.4 Consumer Engagement

Direction: Put check (√) on the number the best describes your answer
parallel to the following questions.

Scale Description Interpretation

5 Always This indicates that costumer
engagementtowards online
shopping is very high.
4 Often This indicates that costumer
engagement towards online
shopping is high.
3 sometimes This indicates that costumer
engagementtowards online
shopping is average.
2 Seldom This indicates that costumer
engagement towards online
shopping is low.
 91

1 Never This indicates that costumer

engagement towards online
shopping is very low.

Time Saving

Item 5 4 3 2 1
#
1. Online shopping takes less time to purchase.
2. Online shopping doesn’t waste time.
3. I feel that it takes less time in evaluating and
selecting a product while shopping online.
4. Time spent on waiting product and services
are stressful situations.
5. Searching product information can consume
a lot of time.

Website Design/Feature
Item 5 4 3 2 1
#
1. The website design helps me in searching
the products easily.
2. While shopping online, I prefer to purchase
from a website that provides safety and ease
of navigation and order.
3. The website layout helps me in searching
and selecting the right product while
shopping online.
4. I believe that familiarity with the website
before making actual purchase reduce the
risk of shopping online.
5. I prefer to buy from website that provides
me with quality of information.
 92

This questionnaire was adapted from the Statistical Packages for Department of
Commerce and management (TREBWALA UNIVERSITY) and Department of
Business Administration.

Appendix B

Summary of Evaluators Ratingson the Questionnaire

 93

Appendix C
Letter to Permission to Conduct the Study
 94

CURRICULUM VITAE

PERSONAL DATA:
Name : Cris Mae A. Aperdo
Cell no. : 09268221082
Date of Birth : Sept. 27, 1998
Father : Birnandino C. Aperdo
Mother : Angelita A. Aperdo
Age : 24
Civil Status : Single
Citizenship : Filipino
Home Address : Mahayag, Banaybanay Davao Oriental

EDUCATIONAL BACKGROUND:

School and Address Year Graduated Honor

received
Elementary:MahayagElementary
School 2011-2012
Mahayag, Banaybanay Davao
Oriental
Secondary:Manuel B. Guinez Sr.
National High School 2018-2019 With honor
Banaybanay Davao Oriental
Tertiary: Kolehiyo Ng Pantukan
Kingking, Pantukan Davao De Oro
Course: Bachelor of Science in
Business Administration

PERSONAL DATA:
 95

Name : Caniza J. Aguanza

Cell no. : 09758750387

Date of Birth : Octo. 30, 1997

Father : Dionisio M. Aguanza

Mother : Elena A. Aguanza

Age : 24

Civil Status : Single

Citizenship : Filipino

Home Address : Prk. 3 Dumlan Maco Davao de Oro

EDUCATIONAL BACKGROUND:

School and Address Year Graduated Honor

received
Elementary:Lamanan Elementary
School
2010-2011
Secondary:Atty. Orlando S Rimando
National High School
Binuangan Maco Davao de Oro 2018-2019
Tertiary: Kolehiyo Ng Pantukan
Kingking, Pantukan Davao De Oro
Course: Bachelor of Science in
Business Administration

PERSONAL DATA:

Name : Mariel V. Apolinar

 96

Cell no. : 09522629212

Date of Birth : Dec. 05 1999

Mother : Mercy V. Apolinar

Age : 22

Civil Status : Single

Citizenship : Filipino

Home Address : Prk. 9B Poblacion Maco Davao de Oro

EDUCATIONAL BACKGROUND:

School and Address Year Graduated Honor

received

Elementary:San Vicente National High

Scool
2012-2013
San Vicente Prosperidad Agusan Del
Sur
Secondary:Atty. Orlando S Rimando
National High School
2018-2019
Binuangan Maco Davao de Oro
Tertiary: Kolehiyo Ng Pantukan
Kingking, Pantukan Davao De Oro
Course: Bachelor of Science in Business
Administration

PERSONAL DATA:

Name : Raynalyn L. Pagangpang

 97

Cell no. : 09357514317

Date of Birth : August 7, 2000

Father : Reynaldo L. Pagangpang

Mother : Lucy L. Pagangpang

Age : 21

Civil Status : Single

Citizenship : Filipino

Home Address : Prk. Matinabangon, Rizal St. Bgy Cuambog Davao De

Oro

EDUCATIONAL BACKGROUND:

School and Address Year Graduated Honor

received
Elementary:Mabini Central
Elementary School
2010-2011
Mabini Davao De Oro
Secondary:Mabini National High
School
2018-2019
Mabini Davao De Oro
Tertiary: Kolehiyo Ng Pantukan
Kingking, Pantukan Davao De Oro
Course: Bachelor of Science in Business
Administration