Chapter 1

THE DIFFERENCE BETWEEN SOCIAL-MEDIA PLATFORM AND SELF-PROMOTING AS

A SELLING STRATEGY AT QUEZON CITY

1.0 Introduction

Social selling a term that was not even on the radar of sales reps 20 years ago. Now, 90 percent of top-
performing salespeople use social media as part of the sales strategy. In addition, 78 percent of social
sellers outperform the peers who do not have a social media strategy. To be competitive those students need a
social selling plan in place. There are many platforms available for social selling, such as LinkedIn, Twitter, and
Facebook, as well as others like Quora, Reddit, and Instagram. To help students succeed in the world of social
selling, that have curated the best platforms and strategies to implement in students own sales strategy. Quite
simply, it is the art of interacting and engaging with prospects on social media. While the main focus is to build
trust and a quality relationship, the overall hope is that said prospects will convert into customers. Each social
media platform offers different capabilities and draws a different audience. But the general idea on each
platform is the same. The social media platforms students should be using will depend on students business and
where the audience “lives”. There is no one-size-fits-all. (Bean. 2019).

Self-promoting Blends the line between branding and boasting, and it is important to know when
confidence turns to cockiness. The complex thing about self-promo strategies is that there is a fine line between
not knowing how to talk up and accidentally sickening people with students showboating tactics. At some point,
we all must sell ourselves to someone. Whether want to present as the perfect new employee for that high-
paying role, students hoping to make a name for as an innovative entrepreneur, (Harvey 2018). Self-promotion
has a bad reputation because it is so often associated with marketing, advertising, and social timelines that do
nothing but pitch regardless of how it makes students audience feel. No wonder the term “self-promotion”
makes students fidget in student seat. We have been trained to think of it in a certain way. Self-promotion isn’t
as easy as it seems. In fact, research into the concept of self-marketing indicates that it’s particularly difficult for
women to talk about students prior successes without feeling uncomfortable. Social media marketing slow
returns on investment and a long term investment and one cannot expect returns in an overnight. For companies
looking for quick results, implementing traditional methods like word of mouth would be appropriate. Time
consuming People may deliberately ignore the student page because they may be interested in other sites. To get
customers to appreciate and share posts may take time. For this reason resources in terms of money and time
must be allocated to ensure frequent publishing of aesthetic posts. (Business Blogs 2018).

The researcher think what is really helpful of the two for selling strategy and researcher want to know
especially the students who are taking ABM if what is really effective of social media platforms and self-
promoting for the business. But, not only the difference but the study is helpful in other way, to know what
selling strategy is about and the needs. The students can have an idea about business is.

The study contribution to the society is to know the students what is better for the selling strategy and
because to the researchers study it can help to understand and it became easy to persuade the business that the
students choose among the two selling strategy and not to be difficult for the financial, business and etc,
especially for those students want to have a successful business in the near future.

1.1 Significance of the Study

Researchers will probably know the most preferable types of selling that will help business minded
people to improve their skills by persuading customers. Researchers expecting that social media selling would
be the possible larger percent of data to be gathered. By using social media people try to catch the attention of
audience that will help to boost their business. Self-promotion is a very traditional way of selling that's why
people want to try something that is new. This type of selling would be possible to have a small percentage of
data to be gathered because it is a traditional way of selling.

Social media is very efficient to all people it helps us to enhance our communication into different
people. So as time goes by, business minded people grab their opportunity to sell through social media because
they know that social media will help their businesses. Marketing through social media is one of the most
versatile and cost effective strategies can use to easily reach their target audience. Self-promotion is attempting
to present yourself to others as an accomplished, capable, smart and skilled person. It also boost your self-
confidence by talking and persuading the audience.

Social media platform is basically used to communicate into the other people hear or far from each other
it helps the people to more become related in each other in terms of selling strategy it is used attract more
people or to reach out to others that use every single day. That is why social platform is used to as a selling
strategy to gain more sale or to promote a product in the other hand, self-promoting is from the word itself
promoting a product or service through manually or personally and to persuade or to convince a client or
customer. It is used as a selling strategy is to promote a good relationship between client and entrepreneur or
businessman.

The purpose of this study is to know what is the difference between social media platform and self-
promoting and most and to know the most effective to use as a market strategy and to help the respondents to
know what is the best to use as a market strategy from study and also the another purpose of this study is to
investigate the knowledge and thinking of the respondents to kwon how knowledgeable the respondents about
the difference between social media platform and self-promoting and to attempt to answer the questions
regarding to the study and to how will this affect the market by using this market strategy and develop a useful
information for the future researchers and respondents from this study.

The researchers will search for a suitable person to be the respondents to the study after finding a
respondents the researchers will observing the respondents and ask a question regarding to the difference
between social media platform and self-promoting after the researchers finish asking questions the respondents
will need to answer a questionnaires contracted by the researchers to gather more data for this study and this
research study will present an overview to the difference between social media platform and self-promoting to
the point that the respondents will be interested to read the research and the final portion of the research present
direct manipulation an approach which promises to become widely used in interactive systems because direct
manipulation involves representation of the object of interest rapid incremental reversible action and physical
action instead of complex syntax of the research study.

1.3 Statement of the Problem

1. What is the demographic profile of the respondents in the terms of;

1.1 Age

1.2 Gender

1.3 Year/Section

2. What will be the possible sales of a business within a month?

2.1 The sales earn of the business through self-promoting within 1 month.

2.2 The sales earn of the business through social- media platform within 1 month.

2.3 The sales earn of the business through self-promoting and social media platform within 1 month.

2.4 The sales earn of the business without self-promoting and social-media platform within 1 month.
 1.4 Scopes and Limitations

This research study is tackled about in every different individuals that responds in survey questionnaire
through simple random sampling. The researcher choose (100) respondents in Our Lady of Fatima University.

(25) Students under in Accountancy and Business Management (ABM), (25) students from Science,
Technology Engineering Mathematics (STEM), (25) from Humanities and Social Studies (HUMSS) and (25)
students in General Academic Strand (GAS).

There is no particular order in choosing a student by their strand that will undergo in answering the
questions in survey questionnaire. All respondents are fit into this research study

1.5 Definition of Terms

1. Self-promotion- refers to the person who promotes their products by their own.

2. Advertising- it uses to catch the attention of audience to buy a products.

3. Entrepreneur- refers to a person who is willing to have a business.

4. Branding-refers to a product that person will going to design and for you to how you persuade customers.

5. Innovate- changes in different way.

6. Marketing- is a study about how to promote a business to create a relationship to the customers

7. Customers- is an individual person that purchase the product or services and choose between different products

8. Selling - is a transactions between the seller and the buyer exchange cash for seller services
9. Boasting - is a way of speaking to a person with excessive pride and satisfaction

10. Social media- it refers to the websites and apps that every individual use everyday
 Chapter 2

REVIEW OF RELATED LITERATURES AND STUDIES

2.0 Foreign Literature

2.1 (Sahika 2015) States that the "Social commerce is an important issue and a new area to explore
in today business world". To be successful at social commerce requires a strong brand engagement on the
side of the consumers and well-crafted brand marketing strategies on social media channels. Here in this
study, S-O-R model is utilized to come up with a model explaining how social commerce stimuli affect
consumers’ cognition, affection and activation (engagement) with brands, and thereafter lead to brand
trust and purchase intention on social media. The social commerce stimuli includes sales campaigns,
personalization, interactivity, consumer generated content and reviews. If tested, the results of the study
are believed to guide brand managers and social commerce managers in creating right marketing stimuli
for success in social commerce. Additionally, the results of the study are believed to add to the newly
forming literature on social commerce, online brand engagement, relationship marketing, and online
purchase intention.

2.2 (Oldham 2015) States that this study examines a case in which activists used a corporation's
social media page to disseminate activist campaign messages. Specifically, we examine how a blogger–
activist took advantage of an online hoax regarding a warning label for Kraft Macaroni and Cheese to spur
others into hijacking Kraft's Facebook page. While the hoax was quickly exposed, the reputation damage
was done and within 6 months Kraft announced it was changing the ingredients in some products. This
study offers several implications for online activists and public relations researchers and practitioners by
(1) providing an example of how traditional activist strategies have adapted for the online environment;
(2) presenting hoax as a viable, albeit potentially unethical, strategy to motivate action; (3) showing the
impact of social media hijacking and dismissing the notion that “slacktivism” cannot lead to change; (4)
encouraging further research on collaborative relationships between activist groups; and 5) outlining the
benefits of more proactive issue management strategies.

2.3 According to the article written by Rishika (2016) there are given the unprecedented reach of
social media, firms are increasingly relying on it as a channel for marketing communication. The objective
of this study is to examine the effect of Firm-Generated Content (FGC) in social media on three key
customer metrics: spending, cross-buying, and customer profitability. The authors further investigate the
synergistic effects of FGC with television advertising and e-mail communication. To accomplish their
objectives, the authors assemble a novel data set comprising customers’ social media participation data,
transaction data, and attitudinal data obtained through surveys. The results indicate that after the authors
account for the effects of television advertising and e-mail marketing, FGC has a positive and significant
effect on customers’ behaviour. The authors show that FGC works synergistically with both television
advertising and e-mail marketing and also find that the effect of FGC is greater for more experienced,
tech-savvy, and social media–prone customers. They propose and examine the effect of three
characteristics of FGC: valence, receptivity, and customer susceptibility. The authors find that whereas all
three components of FGC have a positive impact, the effect of FGC receptivity is the largest. The study
offers critical managerial insights regarding how to leverage social media for better returns.

2.4 (Jari 2017) States that the emergence of social media, industrial marketing academics and
marketers have also been intrigued by the influence of such media on the discipline. As, social media
research in the field of industrial marketing has been of increasing interest, this research attempts to
review and assess the advances in social media research in the industrial marketing field. From the
literature review conducted, it can be identified that some of the research areas have witnessed steady
theory development increases, e.g., sales and marketing and management.

2.5 According to the article written by Felix (2017) that the Social media marketing is an integral
element of 21st-century business. However, the literature on social media marketing remains fragmented
and is focused on isolated issues, such as tactics for effective communication. The current research applies
a qualitative, theory-building approach to develop a strategic framework that articulates four generic
dimensions of strategic social media marketing. Social media marketing scope represents a range from
defenders to explorers, social media marketing culture includes the poles of conservatism and modernism,
social media marketing structures fall between hierarchies and networks, and social media marketing
governance ranges from autocracy to anarchy. By providing a comprehensive conceptualization and
definition of strategic social media marketing, this research proposes an integrative framework that
expands beyond extant marketing theory. Furthermore, managers can apply the framework to position
their organizations on these four dimensions in a manner consistent with their overall corporate mission
and objectives

- Locale Literature

2.6 (Reynaldo 2015) The study was conducted to determine the marketing strategies as predictors
of competencies of the selected established food chains in Cagayan de Oro City. Specifically, it sought to
determine (1) the marketing strategies among the selected established food chains in Cagayan de Oro City
in terms of: market mix, market segmentation, market attractiveness, (2) the competencies among the
selected established food chains in Cagayan de Oro City in terms of: core competencies, distinctive
competencies, and potential competitive advantage, and (3) the significant relationships between the
competencies and marketing strategies among the selected established food chains in Cagayan de Oro
City. This study utilized the descriptive survey design and thirty respondents (30) were purposively
chosen from the selected eight (8) food chains in Cagayan de Oro City. In treating the data gathered,
weighted mean was employed in determining the marketing strategies and competencies. Pearson product
moment correlation was used to test the significant relationships between the marketing strategies and
competencies among the selected established food chains. The study yielded the following results: (1)
Marketing strategies measured in market attractiveness was rated high. On the other hand, market mix and
market segmentation were rated moderate; (2) Moreover, competencies measured in terms of the core
competencies was rated high. On the other hand, distinctive competencies and potential competitive
advantage were rated moderate; and (3) High relationship existed between distinctive competencies and
market segmentation, and moderate relationships exhibited in market attractiveness. From the findings, it
can be said that the selected established food chains employ variety of marketing strategies. These include
live band performance to attract customers who are music lovers, accessibility of the location, quality of
the taste of the food being served, and business operations start early in the morning until late in the
evening. However, for the customers who want to enjoy a quiet meal and to relax prefer to dine in a
restaurant with no added amenities such as band performance and music lounge. In terms of marketing
competencies, some of these food chains demonstrated a high level of competence since they are using
marketing tools and strategies that would attract more customers.

2.7 According to the article written by Alex Nicole (2015) That the different business
organizations espouse numerous business methodologies to improve their performance in terms of
providing different services to their customers, logistics has been a crucial aspect for companies to attain a
competitive advantage. The study was undertaken to assist logistics service companies in knowing the
different factors customers consider when choosing a logistics service company. The study focuses on
Service Quality factors which encompasses four (4) independent variables: Preferential Influence, Service
Performance, Service Availability and Service Satisfaction. The assumption is to identify if the said
variables significantly contribute to the preferences of customers when choosing what type of logistics
company would they want to conduct their personal or business transaction/s with. Subsequently, the
study showed imperative results as it describes that the Service Quality factor significantly contributes and
is correlated with customer preference; having both Service Availability and Service Performance as the
highest predictor among the four variables. Furthermore, it has been concluded that despite of the relevant
scores that appeared on all four variables, there are specific variables that truly stood-out. Considering
these results, it is recommended that logistics service companies must continuously improve and/or
upgrade their existing services and place great value in the manner of servicing their customers.
 2.8 (Edson 2019) Through interviews with journalists from four top online newsrooms in the
Philippines, this study examined the organizational arrangements surrounding social media teams and how
these influence social media being incorporated into journalism decisions. Organizations considered
audience preferences in their editorial decisions, but they depended on arrangements surrounding social
media teams. Some organizational arrangements included inclusion of social media editors in story
conferences and meetings, collaboration between reporters and social media teams, and direct exposure of
top editors to engagement analytics. Drivers of news organizations incorporating social media into
newsmaking processes include mass-market orientation, primacy of digital over print/television news
formats, and history of a legacy brand.

2.9 (Mark Anthony 2017) Businesses are currently using social media analytics (SMA) to develop
insights for improving performance and productivity across different functions. The SMA knowledge is
growing diversely, and there is a need to understand the trends and approaches holistically. The present
paper offers a comprehensive review of the SMA empirical literature and directions for future research.
The review is based on 54 papers selected out of 843 search results. The review focuses on different
domains: industrial domains, data-mining objectives, use cases, and applications. Out of the studies,
public administration and consumer discretionary sectors are the dominant ones with Twitter data being
used in most of the analysis. Out of the possible techniques, classification techniques and regression
models are more popular than others. Stakeholder engagement is the most focused theme in the research
studies. The review also offers insights into which analytical approaches are being used in which
industrial domains for specific decision making. It further suggests that novel methods, such as cross-
media data classification, tags detection, label priority ranking, tweeting activity signatures, and geospatial
data processing have been used less and could be further explored in future research. The review also
offers implications for the decision sciences domain.

2.10 (Francis Martin 2018) The advent of social media platforms has created an online
environment that transcends geographic and political boundaries as well as traditional mechanisms of
state-based authority. The decentralised nature of social media and its ability to disseminate content
anonymously and to reach wide audiences has afforded violent extremist groups opportunities to further
propaganda, recruitment, radicalisation, fundraising and operational planning. This paper examines three
violent extremist-related groups operating in Asia Pacific: one ‘classic’ terrorist – Abu Sayyaf in the
Philippines; one a dissident political party – Jamaat-e-Islami in Bangladesh; and one a broad ethno-
religious separatist movement – the Uyghurs in China. Each study highlights how the adoption of
proactive social media strategies affords the group numerous opportunities to maximise their reach,
impact and effect. However, the same technological specificities that generate these possibilities also
expose the groups to new vulnerabilities and risks.
Theoretical Framework

Theory Discussion Conclusion

Markus Zanker’s Persuasive Zanker’s Theory stated that The Zanker's theory states
Online-Selling in Quality the ‘Quality & taste’ that some of the business are
and Taste Domain Theory products like wine or fine persuade consumers through
cigars are one of the fastest social media platform like
growing product sectors in e- alcohol and cigarette by
commerce. Online shops for using cause and effect
these types of products strategy.
require on the one side This theory needs a deep
persuasive Web presentation knowledge to perform in the
and on the other side deep mass media and social
product knowledge. In that media.
context recommender
applications may help to
create an enjoyable shopping
experience for online users.
The Advisor Suite
framework is a knowledge-
based conversational
recommender system that
aims at mediating between
requirements and desires of
online shoppers and
technical characteristics of
the product domain.

In this paper we present a

conceptual scheme to
classify the driving factors
 for creating a persuasive
online shopping experience
with recommender systems.
We discuss these concepts
on the basis of several
fielded applications.
Furthermore, we give
qualitative results from a
long-term evaluation in the
domain of Cuban cigars.
Hudak’s System and method According to the theory that According to hudak's theory
Theory written by Hudak that a a growing business needs a
system and method for social media strategy by
enabling online research, conducting online research,
publication, promotion, and and promotion and
management of user goods is publication through internet
presented. An embodiment to persuade a particular or
guiding the process of online specific consumers inside
selling across multiple there business craft.
platforms is presented.
Information is gathered from
various sources across the
Internet to determine pricing
and publication options.
Data and user input are
aggregated to create a listing.
Listings are published and
promoted across platforms
and channels and feedback is
presented to the user through
an online interface online
research, publication,
promotion and management
of user good system and
method for online buying
 and selling goods and
services within the context
of social networking
Xiao Theory According to Xiao A system Based on Xiao's Theory, It is
and method is provided for better if a business have a
online buying and selling good work through social
goods and services within media especially an online
the context of social shopping business to
networking. The social promote a good relationship
relation closeness between a between sellers and
buyer and a seller is consumers and to give a
determined using more information and to
information from social assure that the business was
networking services and a accredited and legitimate.
business transaction record
database. Trust and
credibility between buyers
and sellers may be derived
from the social relation
closeness between them.
Therefore, the initial
transaction barriers may be
lowered. The business
relation closeness between a
buyer and a seller may be
determined and may be used
to search for potential buyers
and sellers. Furthermore,
buyers and sellers may
acquire more information
from their social and
business relations so as to
aid the sales decisions and
detect frauds. To provide
desired privacy and
 credibility, a seller may use
groups and requirement on
the closeness of social and
business relation with the
seller to control access to the
seller's item information.
Kevan Lee’s The Art of Self- If been to any of Buffer’s This theory talks about that
Promotion on Social Media
social media accounts not all the business rely on
Theory
recently (take Twitter, for social media platform they
instance), you may have consider it as minority
noticed that the lion’s share strategy because they believe
of stories from the people. It in their own way and
would certainly seem that different strategy.
are in the minority with this
strategy. There seems to be a
fine line between sharing
enough of own stuff and
sharing too much. Most
people would rather err on
the side of just enough (or
even less) in their social
media strategy.

Kevan Lee’s Social media Relatively speaking, social media According to this theory not
Theory is still a new field in the world of all the business who use
marketing. Because of this, there is social media platform are
still relatively little theory on the works in terms of promoting,
subject; in a more academic sense, they need a long time
anyway. Given the amount of time process to reach their goals
and resources the modern day as a business in the end it
business is spending on platforms helps in their business.
like Facebook, Twitter, and
LinkedIn, you’d expect them to be
using some kind of social media
marketing theory, to provide them
some direction. The thing is, social
media has developed so quickly,
the theory has simply not been
developed quickly enough.