Saint Louis College

Beacon of Wisdom in the North City of San Fernando (La Union)

GRADUATE SCHOOL
PROPOSED THESIS TOPIC Surname Given Name RODRIGUEZ Proponent Acad. Program/ Field(s) of spec. Proposed Title Research Title (as redirected by Panel) Background of the Study For the past 15 years people have been able to access the Internet to communicate, shop, and gather information. Companies soon saw the potentials of the internet, this companies started to create their static website as to present them and communicate with costumers. In the early 21 st century the implementation of Web 2.0 boost this chance for the companies to communicate with customers, two-way channels on the website was wade technically possible. User-generated content (UGC) help the users to develop, change and comment on web materials. The visible outcomes of these UCGs are blogs, YouTube, Facebook and Other different platforms, where one can communicate or share content with each other. The social media stakes are rising. Since the creation of the first social networking websites MySpace, Facebook, and LinkedIn- in the early 200s, more and more people are using this form of online communication to extend their network of friends and colleagues, to create groups for collaboration, to organize events and movements, and to stay informed about any and every topic. The advent of new technology such as the social media penetrated many households and altered the way customers seek information as the basis for their purchase decisions. As the number of social media users escalates companies are advised to take advantage of the emerging marketing channel and effectively communicate with customers. Its interactivity, ubiquity and accessibility qualify it as one of the most cost effective marketing tools today (Ab Hamid & Akhir., 2010). Social Media Marketing (SMM) involves the use of online social media tools - such as Facebook, Twitter, LinkedIn, Pinterest, and Google+ to reach possible costumer. Given the increasing numbers of consumer using social media, businesses of all type are getting involved on social media to further reach new audiences, to strengthen their brand awareness and ties with the existing customers. Customers in the new millennium have not only shifted their interests to online shopping but also actively seek information from the CHRISTOPHER LUIGI M.I. B.

MASTER IN BUSINESS ADMINISTRATION SOCIAL MEDIA MARKETING OF READY TO WEAR DISTRIBUTOR ON SAN FERNANDO, LA UNION

social media before making a purchase decision (Ab Hamid & Akhir., 2010).. However, the resources available and the potential consequences of a failed social marketing campaign have left many businesses in a state of uncertainty. How can a business develop a social media marketing (SMM) strategy that will prove successful in the long run? Instead of simply posting on popular media sites, businesses need to realize that social media is an effective tool to exceed and support marketing communication. Literature Survey Ab Hamid & Akhir., 2010. Social Media: An Emerging Dimension of Marketing Communication Ahlberg, J., 2010. Marketing through Social Media Arca, C., 2012. Social Media Marketing benefits for businesses. Why and how should every business create and develop its Social Media Sites? Awareness Inc., 2012. 2012 Social Marketing & New Media Predictions Bayne, K., 2011. The Effectiveness of Social Media Marketing: An experimental Inquiry on College Students Awareness of Interest in, a nd Intention to participate in a Campus Recreation Special Event Cox, S., 2012. Social Media Marketing in a Small Business: A Case Study Engels, L., 2011. Use of Expressive Social Media in Markets for Culture: Case Study of The Dutch Non-Profit performing Arts Frey & Rudloff, 2010. Social Media and the impact on Marketing Communication Gallup & Robinsons, 2011. Going Social: Case studies of successful Social Media Marketing Garnyte & Prez, 2009. Exploring Social Media Marketing: Towards a Richer Understanding of Social Media in Postmodernity Grflin, A., 2012. The Change of Social Media in Companies: Best Marketing Tool or a Major Security Threat Hoffman & Fodor, 2010. Can You Measure The ROI of Your Social Media Marketing Human Digital, 2012. Social Media Monitoring Tools (Research Paper) Koroma, U., 2012. The Effectiveness of Social Media in Event Marketing Lindmaa, T., 2011. Social Media Marketing by the Example of Increasing Target Group in Facebook Mabry, E., 2010. Engaging Audiences: An Analysis of Social Media Usage in Advertising

Mandal, J., 2012. Social Media Marketing: Guidelines To Get It Right Nekatibeb, T., 2012. Evaluating the impact of Social Media on Traditional Marketing Paschdeka, R., 2011. Social Media Marketing in Business to Business Markets Perdue, D., 2010. Social Media Marketing: Gaining a Competitive Advantage by Reaching the Masses Perlstein, R., 2010. The Application of Social Networks to the Marketing of Industrial Products Shabnam, Choudhury & Alam, 2013. An Emerging Method of Communication: Social Media Marketing and Its Social and Managerial Implications Software & Information Industry Association (SIIA), edWeb.net, and MCH, Inc., 2011 .Social Media Marketing in Education Steinrcken, T., 2010. Developing Online Marketing in Social Media Stelzner, M.,2013. 2013 Social Media Marketing Industry Report (How Marketers Are Using Social Media to Grow Their Businesses)

Research Problem Main:

To assess the impact of Social Media Marketing (SMM) on selected business on San Fernando, La Union in their operation Specific: 1. Level of effectiveness of SMM on RTW Distributor a. Along Information Dissemination. b. Along Gross Sale. c. Along profitability. 2. Strengths and Weakness of SMM on the Level of Effectiveness a. Along Information Dissemination. b. Along Gross Sale. c. Along profitability. 3. What method can be done to further help/improve the effectiveness of SMM Hypothesis 1. There is a moderate level of effectiveness of SMM on RTW Distributor: a. Along Information Dissemination. b. Along Gross Sale. c. Along profitability.

Research Paradigm

Input Survey: Business Owner/ Manager Consumer/ Public

Process Analyze data gathered: 1. Business Owner / Manager 1.1. With SMM Gross Sale Profitability 1.2. w/o SMM Gross Sale Profitability 2. Consumer / Public 1.1. With Social Media Account Age Sex Income Average time per day on Internet 1.2. w/o Social Media account Age Sex Income

Output Impact of Social Media Marketing (SMM) on selected business on San Fernando, La Union in their operation. Method for effective Social Media Marketing

Research Attributes

Research Approach Research Method; Design Respondents Data Needed Research Instrument(s) Statistical Tools

__Quantitative X Mixed

__ Qualitative Descriptive

Business Owners/Managers And Consumer/Public Survey Data Survey Questionnaires Frequency Count Weighted Average Mean Pearson Product Moment Correlation Coefficient of Determination ANOVA

Ethical Considerations

Permission and consent will be obtained from the concern participants for their data to be shared/ made publicly available. Both will be given a clear explanation about the nature of the study and advised that they are free to withdraw from the study at any time without penalty. Anonymity of subject will be protected at all times. Ensure that no harm will be done during the gathering of data.

Prepared by: Proponent Signature

Date: _______________

Endorsed for Approval/Acceptance:

DR. DANIEL B. PAGUIA Signature over Printed Name of Thesis I/Dissertation I Professor

Date: _______________