OUR LADY OF FATIMA UNIVERSITY

EFFECTIVENESS OF USING SOCIAL MEDIA AND INTERNET

AS PLATFORM FOR MARKETING AND ADVERTISEMENT

OF FOOD STALL IN TONDO MANILA

A Research Paper presented to

The Faculty of the Graduate School

Our Lady of Fatima University Valenzuela Campus

In Partial Fulfillment

Of the Requirements for the Degree

Master in Business Administration G

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by C
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John Jerico B. Jacob O
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2020 L
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CHAPTER 1

BACKGROUND OF THE STUDY

Introduction

Nowadays the new generation of young and adult evolves

Into the new world which we called “millennial era”, where they can

easily use and access internet and gadget, an explosive growth rate of

Social Media, myriads of people all over the world can now easily

manage, share, download, or even market and advertise their own

product online,

As new technology became available to the people and

businesses as well, evolves its way on how to market, advertise and

also to engage to the people, by using Social Media on the present

day, the line or relationship between the businesses and consumer

will be more penetrated and strengthen by the use of chosen or G

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specific channel or platform. D
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Three major Social Media site that are massively used by A
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People such as Facebook, Twitter and Instagram. These Social Media E

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Sites has a big role to the daily lives today, spreading news, article C
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and information that is why people nowadays can now be O
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updated on what is happening to the world with just a tap of a

finger, by that, micro businesses and even big entrepreneurs prefers

to use and to connect to people using those platforms as their

techniques and strategies to market the products that the

entrepreneurs can offer to the consumers.

Currently the top Social Media platform is Facebook while

having the count of users 1.59 Billion (www.newsroom.fb.com), even

the low class family, children to senior citizens can now afford and

has the knowledge to use those platforms, and the most important

role of this for micro businesses like food stalls is, it is very easy for

them to spend a little price, enough to engage a hundreds or million

users of the Social Media.

Statement of the Problem

This study will determine the effectiveness of Social Media sites G

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as a platform for advertising and marketing for micro businesses such D
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as Milk Tea Shops in Tondo manila. A
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1. Which of the following social media platforms are most effective as C
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an advertising medium O
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1.1 Facebook L
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1.2 Instagram

1.3 Twitter

2. What kind of style will the food stalls engage to their target

consumer?

3. Is there any significant effect of using Social Media as a platform for

advertisement and marketing than the traditional form of

advertisement.

Hypotheses of the Study

Significance of the Study

Future Researcher: the result and evidence that the current

Researcher done for research will be the basis of future students,

To see and to show the effectiveness of the Social Media platform

nowadays for advertising and marketing micro businesses like Food

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Micro Businesses Owner: The Research will help the Business D
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owners on what Platform should be use, and what is the most A
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effective platform in terms of advertising and Marketing E

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Street Food Stall/Kiosk in Manila: The result of this research will

benefits the micro businesses in Manila, the way on how will the

owners target the right consumer for the business, and also to

maintain the relationship between the consumers and the businesses

through using a specific Social Media platform

Scope and Limitation

The Study shows the impact and effectiveness of Social Media in the

World of entrepreneurs, which will be distribute and discuss to the

Growing food Stalls/kiosk in Manila City.

Definition of Terms

Social Media: Social Media is the collective of online communication

Channels dedicated to community based input, interaction, content G

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Sharing and collaboration. Website and applications dedicated to D
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Forums, Microblogging, and social networking, social bookmarking, A
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Social curation and wikis are among the different types of Social E

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Media. C
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Facebook: is a popular free social networking website that allows

registered users to create profiles, upload photos and video, send

messages and keep in touch with friends, family and colleagues.

Twitter: is a free microblogging service that allows registered

members to broadcast short posts called tweets. Twitter members can

broadcast tweets and follow other users' tweets by using multiple

platforms and devices.

Instagram: Instagram is a free, online photo-sharing application and

social network platform that was acquired by Facebook in 2012.

Instagram allows users to edit and upload photos and short videos

through a mobile app. Users can add a caption to each of their posts

and use hashtags and location-based geotags to index these posts and
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make them searchable by other users within the app. Each post by a R
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user appears on their followers' Instagram feeds and can also be D
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viewed by the public when tagged using hashtags or geotags. Users
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also have the option of making their profile private so that only their
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followers can view their posts. C
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CHAPTER 2

Review of Related Literature and Studies

Technology nowadays has a big role in our daily lives, Social

media the platforms where Marketing and advertisements today are

broadly Used to engage and to provide assistance to the consumers in

terms of decision making buying a product online. Currents studies

showed that the effectiveness of Social Media as the middle tool to

interact between the businesses and consumer will be more effective if

they are in full presence on using social media platforms and if the

complete needed information was properly provided by the businesses

to the specific or prospect consumer.

This chapter provides the review of literature and studies related to

the Effectiveness of Social Media as platform for Advertising and G

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Marketing for micro businesses like Food Stalls/Kiosk. D
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Social Media for Marketing Business E

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The term Social media refers to the use of web-based and C
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mobile technologies to turn communication into an interactive O
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Social media marketing refers to the process of gaining website traffic

or attention through social media sites. Social marketing, means

building a business through many different media, like viral videos

and blogs, because these give your promotion exposure of products.

Social media as a medium of promotion contributes, through its

immediacy, to a healthy and direct relation between brands and their

public in an online environment. According to Andreas Kaplan and

Michael Haenlein, social media is "a group of Internet-based

applications that build on the ideological and technological

foundations of Web 2.0, nd that allow the creation and exchange of

user-generated content." According to Charleane Li and Josh Bernoff

Social networks and social media are part of a phenomenon that is

changing the way we communicate with our members and potential

members”. G
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Why Social Media Marketing needed A
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social media does in fact help get the word out about the E

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business. But even more important than the exposure it provides the, C
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opportunity to an organization and it provides to grow the O
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relationships with that target audience. Facebook Fans, Twitter L
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followers, and LinkedIn connections are people who know the

organization, have likely done business with in the past, and will be

most likely to tell their friends about the organization.

Social media allows concern to strengthen relationships with

these connections through social engagement. And because that

engagement is easily visible to the connections of current fans and

followers, social media can introduce the business to a whole new

audience and enable to reach your next great customer.

According to Andreas Kaplan and Michael Haenlein, a

conceptual framework is formulated to consider the effectivity of

Social Media platforms to Users in terms of its effectiveness as a

platform form Advertisements and Marketing.

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Independent Variable Dependent Variable

User Friendliness

Effective Platform
Number of users

Shareable Content

Figure 1

Figure shows the characteristic needed on a Social Media Platform for

its specific or effectivity to its user.

Chapter 3

Research Methodology G
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The purpose of this chapter is to explain the steps and techniques D
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used to collect data related to the study by the researcher. It includes A
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the research design, locale of the study, the respondents, the research E

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instrument, the date gathering procedure, the ethical consideration, C
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and the statistical analysis. O
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Research Design

A quantitative analysis will be use by conducting a survey base

on the effectiveness of a specific Social Media platform to target a

consumer. Quantitative analysis will be use because the study is

based on the effectivity results of the Platform used by the Micro

businesses.

Locale of the Study

This research will be conducted in Food Stalls/kiosks in Manila City

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