Effectiveness of Social Media as an

Advertising Medium Among

Businessmen
Statement of the Problem

The purpose of this study is to investigate

on the effectiveness of social media in the
field of advertising products among the
businessmen in Calamba City, Laguna in
2018.
Specifically, this study seeks to find
answers to the following questions:
1.What is the personal profile of
the businessmen’s target
market in terms of:
1.1 age;
1.2 location/address; and
1.3 monthly income?
2. Which of the following social media sites
are being used by the customers?
2.1 facebook;
2.2 instagram;
2.3 twitter;
2.4 pinterest;
2.5 google+;
2.6 yahoo; or
2.7 other social media site?
3. How could businessmen establish credibility in the
products they offer in using social media in terms of:
3.1 review/feedbacks;
3.2 ratings; and
3.3 family/friend referral?
4. How do the following factors affect the effectivity of
social media in advertising a product:
4.1 internet access;
4.2 internet speed;
4.3 media literacy of the customer?
5.Is there a significant relationship
between the product/s offered among
businessmen using social media and
the demographic profile of
respondents in terms of:
5.1 location;
5.2 monthly income?
 Chapter II:
Presentation, Analysis and
Interpretation of Data
Profile of the COnsumers
Table 1 Respondents Gender
Sex Male Female

Total 21 19

In this table it is shown that there are 21 males and 19 females

that are selected to be a respondent of this research and all of them
use social media and a market consumer.
Table 2 Respondents Age
Age 16 17 18 19 22 23 29 30 and above
Total 2 3 11 4 1 3 4 12

Table 2 Respondent’s age shows that there are 2 respondents are

16 years old, 3 respondents are 17 years old, 11 respondents are 18
years old, 4 respondents are 19 years old, 1 of the respondents is 22
years old, 3 of the respondents are 23 years old, 4 respondents are 29
years old, and 12 of the respondents are 30 years old and above.
Table 3 Most Popular Social Media Site
SOCIAL MEDIA SITE
45
40
35
30
25
20
15
10
5
0
Facebook Instagram Twitter

Table 3 Most Popular Social Media Site shows that all of the
consumers has a Facebook account, 27 of them also has an Instagram
account, and 23 of them has a Twitter account.
Table 4 Respondents’ Monthly Income
Amount 15,000 - Below 15,001-25,000 25,000 - Above
Total 6 12 22

Table 4 Respondents Monthly Income shows that 6 respondents

have 15,000 – below monthly income, 12 respondents have 15,001 –
25, 000 monthly income, and 22 respondents who have 25,000 – above
monthly income.
Table 5. The Barangay Location of the Respondents
BARANGAY
20
NUMBER OF RESPONDENTS
15

10

Table 5 the Barangay Location of the Respondents shows that

most of the surveys were carried out in Barangay Parian and therefore
nearly 40 % of the respondents came from this area. The remaining
includes 19 different Barangays on Calamba.
Table 6 Consumer’s Barangay Location in Relation to the
Product Offered by the Businessmen

Table 6 Interpretation
H01: There is a significant relationship between the product offered by
the businessmen and the consumer’s location.
Since the P-value for the columns = 3.42 > 0.05 = α (or F= 10.26 > 2.82
= F-crit) we reject the null hypothesis, therefore, the researcher concluded
that there is a significant relationship between the product offered by the
businessmen to the consumer’s location.
Table 7 Consumer’s Monthly Income in Relation to the Product
Offered by the Businessmen

Table 7 Interpretation
H02: There is a significant relationship between the product offered by
the businessmen and the consumer’s monthly income.
Since the P-value for the columns = 5.36 > 0.05 = α (or F= 49.21 > 3.30
= F-crit) we reject the null hypothesis, therefore, the researcher concluded
that there is a significant relationship between the product offered by the
businessmen to the consumer’s monthly income.
Summary of Findings,
Conclusions and
Recommendations
Findings
The results presented herein were derived from the analysis and
the interpretation of data.
There is a significant relationship between the consumer’s
location and the product offered by the businessmen and there is also
a significant relationship between the product offered by the
businessmen and the consumer’s monthly income.
Conclusions
The researcher concludes that:
1. The effectiveness of social media as an advertising medium
depends on factors like consumers’ location and monthly income
and the businessmen’s type of product offered.
2. The consumer’s surfing device and internet connection affects their
social media surfing and shopping experience.
3. The social media helps businessmen boost the popularity of their
product and gains more customers through this.
4. Ratings, reviews and referrals by past customers affect the
credibility of the product offered by the businessmen.
5. Some Consumers still question the legitimacy of a product they
encounter on social media sites.
Recommendations
1. This research needs further study.
2. If you will conduct a similar research try investigating other factors
that may affect the effectiveness of social media as an advertising
medium.
3. If you will conduct this type of research, choose a single business to
focus investigating on in order to acquire more accurate results.
4. If you will conduct this research, make sure to ask a fixed schedule
of interview from the businessmen to avoid wasted time.