THE ROLE OF SOCIAL MEDIA IN E-COMMERCE IN THE TIME OF PANDEMIC IN

SA CARLOS CITY, NEGROS OCCIDENTAL

A Concept Paper is Presented to the Faculty of Colegio de Sta. Rita de San Carlos, Inc.

In Partial Fulfillment of the requirement for the subject Practical Research 2

Proponents:

Shara Jane R. Albiar

Allan F. Montemayor Jr.

Lovely Shane L. Sadio

December 2020
 Chapter I

INTRODUCTION

Background of the Study

According to Weber (2007), the social web will become the primary centre of activity in

our lives. To put it differently people use the social web as the world wide web is sometimes

called, instead of the old media for most of the services supplied. On top of that, social web has

brought a lot of new opportunities to exchange knowledge worldwide. According to the Internet

World Statistic in June 2010, there were more than 1.96 billion people online. Given this, it can

be concluded that social web has great impact on the people. For instance people now interact

and communicate as a society and use the web to extend existing relationships. In recent times,

firms have adopted this knowledge to target and reach customers as well. (Kumah,2017)

The relevance of social media in improving commerce both internationally and locally

cannot be over-looked due to its numerous benefits. In recent times social media has served as an

instrument for businesses to transmit information about old and existing product; has enabled

customers to make online purchases and has aided in the sustenance of commerce globally

(Weber, 2007).(Kumah,2017)

The combination of coordinating marketing messages across all medias including the

social media, the real impact that social media (as an example the social network, Facebook with

more than 400 million active users) has for both individuals and companies, the speed with

which things move in this domain (Carlsson, 2010). (Kumah,2017)

In Europe, The transition economies of Eastern Europe present both the opportunities and

challenges for companies operating in these markets. On one hand, these countries have a large

number of technology savvy young consumers, and on the other, the markets must also take into

consideration the macro-environment of a country and market conditions which make the use of

certain market technologies more feasible and attractive compared to others. It is certainly true in

terms of the timing for introduction of various technologies in a country. Drawing analogy for

the “IDITAROD RACE” we develop three different “Sled Dog Team layouts” for market
characteristics and technologies for three Eastern European countries, namely, Slovakia,

Bulgaria, and Albania. The ten market characteristics included in our research are: digital

connectivity divide, economic power, demand type, privacy laws, demographics, and

competitive conditions, attitude towards technology, institutional maturity, corporate social

responsibility, and corruption. The ten marketing technologies included in our research are:

digital profiling, segmentation, websites, and search engines marketing, campaign management,

content management, social media, mobile application, digital collaborations, and analytics.

Company case studies are analyzed and reported for each of these three countries which support

the three models presented in our research. (Jayaram, D., Manrai, A. K., & Manrai, L. A. 2015).

In Asia, The field study is conducted in Vietnam, a representative of Southeast Asian

transitional economies in the current study. The results show that, in Southeast Asian transitional

economies, the three social media advertising beliefs – i.e. informativeness, entertainment and

credibility – have positive effects on consumers’ perceived value of social media advertising,

which in turn positively influences their online purchase intention.

Filipino consumers would likely to discuss products and services as what the E-

commerce Chatter on Social Media Geography (2014) revealed, that the Filipino netizens valued

the opinions and expressions on products and services in helping them in their informative

purchasing decisions. Gantuaco (2015) highlighted that to have a successful social commerce

site, aside from the valuable products and services, it must also have its own social community to

be built and relationships to be established for harmonious social interactivity. However, the rise

of using an online medium to shop and the rise of people looking for goods and services on a

social media platform needs a better understanding about those social interactions that ignite

Filipino consumers to engage in social commerce. Although, the role of social interaction in

social commerce were already defined in the previous studies using various social commerce

sites, but then the link between social interaction and consumer intention and behavior has not

been examined and studied in the Philippine settings because of its vagueness and lack of

adoptability of its concepts.

continues to developing this times of Pandemic. Several people in San Carlos City, uses social

media in online selling, to gain sales in the middle of this trying times, in the middle of this

pandemic.

The researchers encounter several articles or research studies that mention social media and its

role in E- commerce, such the role of social media in enhancing guanxi and perceived

effectiveness of E-commerce institutional mechanisms in online marketplace,(AYL Chong, E

Lacka, et al., 2018), however there was no article that states the role of social media in E

commerce in San Carlos City in the time of the pandemic, therefore, there is a dearth of

researches..

The study aims to determined or assess the role of social media in e commerce in the San Carlos

City,Negros Occidental and the results of the study will be utilize in formulating proposed

intervention program that will further benefit every individual to know the role of social media in

E-commerce in the time of pandemic.