CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

1.1 Introduction

Social media has a big impact in today's world it has everything you need
entertainment, news market and etc. in the business social media used in
many ways to attract customers. they promote goods offer different product
and service also inquiring new employees. Micro business sale this is are the
smallest of small businesses, with only a few employees. Micro businesses start
and operate in the same way as other business types. And the effects of micro
scale their customer influencing their buying decision.

Nowadays social media is around of mobile devices and interactive social

networking sites such as face book twitter in a competitive market, it is
important for advertising managers to grab consumers’ attention through
advertisements and sales promotion. A sizable marketing budget is spent on
advertising. The purpose of this study is to determine the effects of social
media advertising on consumers' online purchase intentions. The outcome of
the research indicates that interactivity, information, trust vividness and brand
image are the effects of social media advertising on consumers' online purchase
intention.

Advertisement is used for communicating business information to the

present and prospective customers. It usually provides information about the
advertisement firm its product qualities, price of availability of its products, etc.
Advertisement is indispensable for both the sellers and the buyers. However, it
is more important for the sellers. In the modern age of large scale production,
producers cannot think of pushing sale of their products without
advertisement them. Advertisement supplements personal selling to a great
extent. Advertisement has acquired great importance in the modern world
where tough competition in the market and fast changes in technology, we find
fashion and taste in the customers. Advertisement is used for communicating
business information to the present and prospective customers. It usually
provides information about the advertisement firm its product qualities, price
of availability of its products, etc. Advertisement is indispensable for both the
sellers and the buyers. However, it is more important for the sellers. In the
modern age of large scale production, producers cannot think of pushing sale
of their products without advertisement them. Advertisement supplements
personal selling to a great extent. Advertisement has acquired great importance
in the modern world where tough competition in the market and fast changes
in technology, we find fashion and taste in the customers.

In a competitive market, it is important for advertising managers to grab

catch consumers attention through advertisements and sales promotion. A
sizable marketing budget is spent on advertising. The trend of using digital
media mass medium platforms for advertisements is growing. Social media has
multiple positive impacts on business in terms of brand recognition, customer
engagement, revenue, and customer service. It also is a great tool to evaluate
your competitors and how they are using social media for their growth.
Communication. Social media also affects the way many retail businesses
communicate with their customers. Customers may send private messages to
the business, or they may post information publicly. Customers use social
media to provide both positive and negative feedback about products or
customer service.

• Background of the study

Social media is valuable for businesses of any size or industry, and finding
customers on social media has a direct impact on sales and your bottom line.
Any missed opportunities or poor customer experiences can spread through
your client base like wildfire, leading to churn that can cost you the business
you’ve worked tirelessly to build. These missed opportunities and poor
customer experiences are especially dangerous if you’re not active and
engaging on social as a business, because they’re invisible to you until it ’s too
late. But while social media is great for sales, there is so much more you can
do. Let’s dive into the next section: Setting social goals for your small business.
If you’re on a small marketing team, the sole marketing person at your
company, or you’re running all facets of your business, you know what it ’s like
to wear multiple hats. With countless deliverables to push out to keep your
small business running, social media marketing can seem like a non essential
tactic that is easy to push to the wayside when things get hectic. But we
wouldn’t write social media off that quickly. We know that people are spending
more and more time on their phones, and a lot of that time is spent on social
media apps. We also know that social media users regularly interact with
companies they are interested in or already do business with. So not only is
social media free, but your customers and prospects are already there waiting
to hear from you. Social media is now an important part of an inbound
marketing strategy. Creating valuable content and ranking well for it on the is
one thing, but sharing that content out to the right people and getting those
people that are interested in your brand, product, or service back to your site is
another. For a small business, having a social media strategy is essential for
increasing brand awareness, reaching your target audience, and driving sales.
Using social media to advertise a brand, products, or services. Social media
marketing allows a brand to insert itself into ongoing conversations on
channels such as Twitter, Facebook, and Instagram.

• Review Related Literature (RRL)

Local

According to Aditya S. Mishra, DLSU Business & Economics Review (2015),

the employment of celebrities in brand endorsements is a common advertising
technique. Academics and practitioners have spent years attempting to devise
successful techniques for selecting acceptable celebrities for commercial
endorsements. Many models and methods have been offered to aid in this
decision-making process.

According to Jame Bryan L. Batara | Joanna Paula R Mariblanca | Karlo

Mar D Kinaadman | Jandall Airon B Go (2018) says that with the advancing
technology, online shopping is pacing fast. This calls for looking into factors
that influence a consumer’s decision to buy online. With this, the present
study investigated four factors namely consumer innovativeness, perceived
benefit, perceived risk, and brand image and its impact toward consumer ’s
decision to buy online. To address this aim, four hundred eighty (480)
participants were recruited online and randomly assigned into one of the
sixteen treatment conditions with the presence and/or absence of the four
variables being investigated. Results of two-way analysis of variance showed
that, in an online selling platform, the presence of consumer innovativeness
and perceived benefit, the presence of perceived benefit and perceived risk, and
brand image had significant influence in one’s decision to buy online. Findings
provide implications towards improving an online website’s shopping platform
which may motivate the consumer to buy.

Foreign

According to Deborah Sweeney (2018) stated that real-time advantages to

social media platforms allows your business to engage with your customers in
a timely manner and social media help you promote and gain customer .it ’s
helpful to have a accounts where you know your customers can be found.

According to RuiTorres de Oliveira et al. (2020), all businesses are

increasingly adopting social media for objectives other than traditional
marketing, such as innovation, although the literature on innovation has
proven the benefits of including customers in the creation of products/services
through open innovation.
 Hilde AM Voorveld, Guda Van Noort, Daniël G Muntinga, Fred Bronner
(2018) Pointed out that This study examines how consumers’ engagement with
social media platforms drives engagement with advertising embedded in these
platforms and, subsequently, evaluations of this advertising. Our survey maps
social media users’ engagement experiences with Facebook, YouTube,
LinkedIn, Twitter, Google+, Instagram, Pinterest, and Snapchat and their
experiences with and evaluations of advertising on these platforms. Our
findings show that engagement is highly context specific; it comprises various
types of experiences on each social media platform such that each is
experienced in a unique way. Moreover, on each platform, a different set of
experiences is related to advertising evaluations. It is further shown that
engagement with social media advertising itself is key in explaining how social
media engagement is related to advertising evaluations. The general conclusion
is that there is no such thing as “social media.”

Shuai Yang, Shan Lin, Jeffrey R Carlson, William T Ross Jr Stated that
Although firms leverage social media platforms such as Facebook to engage
with customers, they often treat social media elements and other online
marketing activities such as search engine advertising as stand-alone, rather
than part of an integrated online activities system. Hence, it is important to
systematically understand how specific elements of social media, signifying and
representing behavioural manifestations of brand engagement, relate to other
online activities. We study how three types of brand engagement on social
media – affiliation, conversation and responsiveness – influence search engine
advertising effectiveness, including click-through rate and conversion rate.
Specifically, we find that affiliation, conversation and responsiveness increase
click-through rate and conversion rate. Moreover, brand engagement on social
media strengthens the relationships between advertisement rank and search
engine advertising effectiveness.
 Jieun Lee, Ilyoo B Hong International Journal of Information Management
36 (3), 360-373, 2016 stated that as social network services become more
pervasive, social media advertising emerges as an attractive vehicle for
advertising effectiveness.

1.3 Theoretical framework

Social selling and interaction theory

Social media is such a unique marketing channel because of the

transparent, two-way potential of interaction. Rather than broadcasting
corporate messages, brands have the opportunity to engage consumers on an
individual basis as well as generate leads in a very targeted fashion.

JC Social Media developed the concept of ‘conversation drivers’ which is

just one of the ways brands can locate prospects, typically on Twitter. This
kind of tactic is sometimes balled up in a concept known as ‘social listening ’,
which is also used to gauge brand sentiment online.

Beyond the concept of listening, however, social platforms like Twitter

and, increasingly, Instagram give us the opportunity to sell to consumers quite
directly. Furthermore, LinkedIn lead generation is a powerful tactic in the B2B
world and very much utilises social media to make sales.
1.2 Conceptual framework

The researchers had gone through a step-by-step process to produce a

reliable result. As shown in Figure 1, the conceptual framework categorizes the
major variables as input, process, and output.

Using the data gathered by the researchers, the researchers intend to

address the questionnaire answers discovered through survey questionnaires
and study observation. This also examines the Study in relation to what the
researchers intended to conduct a survey. The final product is "To examine
social media advertising and its impact on the overall brand image of micro-
scale businesses."

Paradigm of the Stud

Figure 1. Paradigm of the Study

The study's paradigm corresponds to the flow that the study came through
in order to meet and produce the study's requirements. The paradigm depicts
the study's process. The researchers will collect data by filling out
questionnaires and searching for related studies on the internet. As required,
the process began with responding to the survey questionnaire via online and
face-to-face with social distancing, followed by the testing stage, conducting,
analyzing, and finally tabulation. The outcome will be Social Media Advertising
and its impact on the overall brand image of micro scale business.
 Input Process Output
1. How micro scale Conduct a survey through To see the social media
businesses asses by online and face to face advertising and its effect to
social media advertising following safety protocols overall brand image of micro
in terms of : scale businesses
Questionnaires
1.1 promoting To inform the micro scale
Analyze the gathered data.
business owner about the
1.2 selling Tabulation
marketing and advertising
2. How social media strategies that can be used
advertising have an effect to sell and to promote their
towards the small scale product.
businesses in terms of
using different marketing
strategies such as:

2.1 discount

2.2 cash back

2.3 50% of or buy 1

take 1

2.4 freebies

3. How social media

advertising have an effect
towards the small scale
businesses in terms of
using different marketing
strategies such as:

2.1 discount

2.2 cash back

2.3 50% of or buy 1

take 1

2.4 freebies
1.4 Statement of the problem

The researchers aim to identify the problem of their research and determine
the social media advertising and its effect to overall brand image of micro scale
businesses.

1. How microscale business associate with different marketing strategies in

terms of:

 Online live selling

 Posting
 Shopping apps

2. Advertising strategy through online help to boost the micro scale

promotional activity.

3. Knowing the impact of marketing and advertising program .

1.5 Hypotheses

Ha1- Micro scale businesses considered online live selling and posting as
marketing strategies in social media.

Ho1- Micro scale businesses did not considered online live selling and posting
as marketing strategies in social media.

Ha2- social media advertising strategy can boost micro scale businesses to
promote their overall brand image.

Ho2- social media advertising strategy cannot boost micro scale businesses to
promote their overall brand image.

Ho3- social media marketing and advertising strategy has an impact on micro
scale businesses.

Ho3- social media marketing and advertising strategy has no impact on micro
scale businesses.
1.6 Significance of the Study

These studies want to help and give benefits to those beneficiaries of this
study. The researcher explained the benefits that will be obtained by the
beneficiaries. And help the micro scale business to promote and gain more
profit using social media. However, the result of the studies will be beneficial to
the following:

BUSINESSES - This study give significance to the business who want to

introduce their business using social media can facilitate the promotion and
introduction of their business easily.

TO OTHER MICRO SCALE BUSINESS - This study will help other micro
scale business to promote and advertise using social media and see how
efficient social media is, in terms of promoting and advertising.

TO THE ENTREPRENEURS - This study will help the entrepreneur to give

more knowledge in using social media in terms of promoting and advertising.

TO THE FUTURE RESEARCHER - This study will help the future

researcher to have knowledge about their study related to this research. Also
help them if they want to continue this research to get some idea and back up
knowledge in this paper. This will help them to answer some questions related
in this study. It can help them to use it as a guide to their research especially
for those research related in this topic.
1.7 Scope and Delimitation

This study focuses on how will affect the social media advertising and its
effect to overall brand image of micro scale businesses. The researchers put a
scope and delimitation on this research to know and identify the boundaries of
the study.

The researchers focus their study on Micro small business owners. This
will be implied by the gathering information from the respondents about the
topic. The researchers will conduct a survey to a total of 100 Micro small
business owners around in province of Pampanga.

1.8 Definition of term

Advertising - Advertising is a marketing communication that employs an

openly sponsored, non-personal message to promote or sell a product, service
or idea.

Advertising Strategy - advertising strategy is a campaign developed to

communicate ideas about products and services to potential consumers in the
hopes of convincing them to buy those products and services.

Brand Image - is the current view of the customers about a brand. It can
be defined as a unique bundle of associations within the minds of target
customers.
 -
Cash Back - denoting a form of incentive offered to buyers of certain
products whereby they receive a cash refund after making their purchase.

-
Discount - is the reduced prices or something being sold at a price lower
than that item is normally sold for.

-
Micro scale business - that are financed by microcredit, a small loan
available to people who have no collateral, credit history, savings, or
employment history.

-
Promoting - refers to any type of marketing communication used to inform
target audiences of the relative merits of a product, service, brand or issue,
most of the time persuasive in nature.

Selling - refers to any type of marketing communication used to inform

target audiences of the relative merits of a product, service, brand or issue,
most of the time persuasive in nature.

Social Media - are interactive technologies that allow the creation or

sharing/exchange of information, ideas, career interests, and other forms of
expression via virtual communities and networks.
 CHAPTER 2

METHODOLOGY

This chapter was discussed and explained the method used in research design,
research locale, Respondent, Research Instrument, Data collection, Ethical
consideration and statistical treatment of data.

2.1 Research Design

Bhandari (2020), Quantitative research is the process of collecting and

analyzing numerical data. It can be used to find patterns and averages, make
predictions, test causal relationships, and generalize results to wider
populations.

Quantitative research design refers to the planning of a research project

that employs quantitative research methods. The design varies depending on
the method used, which could be telephone interviews, face-to-face interviews,
online surveys, or postal surveys, for example. The researchers use of
quantitative research design to their study, because researchers used numbers
to tally the answer of the respondents to social media advertising and its effect
to overall brand image of micro scale businesses. Quantitative research design
tends to favors closed-ended questions.

The researchers used of quantitative research design to their study,

because researchers used numbers to tally the answer of the respondents to
social media advertising and its effect to overall brand image of micro scale
businesses.
2.2 Research Locale

The researchers conducted their study at the specific location of the

respondents around Pampanga and near to the researchers. They choose this
place to easily conduct a survey because they are convenient to them and easy
to get information. The location was chosen by the researchers since it is close
to their house and has an impact on the scope and restrictions of the study.
Respondents and researchers are situated in around Pampanga, thus
identifying those respondents is no longer a bother. Also the place of the
research was identify in the part of scope and delimitation where in the specific
place only is included no other place to be included.

2.3 Respondent

The Respondent of this is study are the Micro scale business owners, The
specific location of the respondents are around Pampanga and near to the
researchers, because most of the small scale business owner are now engaging
their business into social Media.

The researchers used snowball techniques that are quota sampling

wherein they have specific quota of only 100 respondents, 100 respondents
who own small scale business and purposive sampling where in the
Respondent focused on small scale business owner only. They choose this
respondent because most of the researchers are living in the province of
Pampanga.

2.4 Research Instrument

The researcher used a survey questionnaire as their research instrument

in this study. Before using and distributing their survey questionnaires to their
respondents, the researchers will consult with an expert consultant. The
survey will be conducted both online and in person, and the researcher
promises to adhere to health protocols while conducting the survey.
Respondents' comments and suggestions are carefully considered. The
researchers created the study's questionnaire, which is related to the study's
problem statement. The questionnaire for this study was developed by the
researchers with the assistance of a consultant and is based on the issue
statement for the study. Before they begin, though, researchers use letters to
request consent from those who have replied. The flow of providing exam
questions and observing will be seamless and legal with the usage of
permission. The questions are based on the researcher's declaration.

This study used survey via social media to reach out those respondents of
this study; they also used random sampling method to identify those
respondents. The researcher also asked their consultant what to do about the
method and ways they perform in their research. The research instrument is a
device used to collect, calculate, and analyze data from study participants. You
must select a method based on the type of research you are conducting:
quantitative, qualitative, or mixed-method. A questionnaire, for example, might
be used for quantitative analysis. The research instrument is a device used to
collect, calculate, and analyze data from study participants. You must select a
method based on the type of research you are conducting: quantitative,
qualitative, or mixed-method. A questionnaire, for example, might be used for
quantitative analysis.

2.5 Data collection

The researchers formulated a survey questionnaire that they used as an

instrument to acquire data from the respondents of this study. A statistician
will consulted by the researchers to identify if the formulate questions will be
effective and also to identify the number of respondents that needs to be
survey.

The researchers distributed survey questionnaires to respondents, tally

the results after the questionnaires are completed, and submit it to a
statistician for verification. But first, the researchers ask the respondents if it's
okay to conduct a survey. When the respondents agreed, the researchers began
the survey, demonstrating their questionnaires and how to correctly complete
them. The researchers allotted time for the participants to respond to the
product-related questions. Because it is still a pandemic, the researchers used
social media platforms for their survey, as well as face-to-face with social
distancing and wearing a facemask and face shield for safety.

After the respondents have answered the questions, the researchers

collected the questionnaires and begin to tally and interpret the data using
graphs and narratives to make it more informative and easier to understand.

2.6 Ethical Consideration

The researchers selected 100 small-scale business owners as respondents.

Nonetheless, they asked for permission first if they were willing to be
respondents in their study and if it was okay for them to conduct a survey.
After obtaining their permission, the researchers explained the purpose of their
study to their respondents. The researchers also explained how to fill out their
questionnaires so that they could do so correctly. The researchers will not
compel those who do not wish to respond to their survey questionnaires to do
so.
 The researchers will ensure that their respondents' personal information is
kept strictly confidential. The researchers were grateful for the respondents'
assistance in making their survey a reality and a success.

2.7 Statistical Treatment

The statistical methods used by researchers to determine whether a

hypothesis is null or alternative will be the focus of this area of study. The data
collected for the investigation is subjected to the statistical treatment outlined
below.

Mean, 

Where:

 x = each observation and 

n = number of observations

The descriptive statistical treatment is used in this study to determine whether

the overall mean response of the respondents is positive or negative. In order to
determine the respondents' responses to the surveys, the researcher will create
a table in which they will translate the percentage into words.
 CHAPTER 3:

RESULT AND DISCUSSION

This chapter present the finding of the study based on the data gathered. This
also presents the frequency distribution and weighted mean to interpret the
data collected.

This table shows that the various products offered and also the
frequency and percentage by the micro scale business owner that are used to
be the researcher’s respondent in this study. So the researchers saw that most
of the micro scale business owner offers clothing apparel.

Type of business Frequency  Percentage 

Barbershop 17 17%
Clothing apparel 44 44%
Motor parts 8 8%
Repair shop shoe 7 7%
Sari-sari Store 24 24%
TOTAL : 100 100%
 This table shows the result of respondents’ answered in survey
questionnaire by the researchers. In this table present the result that most of
the respondents’ answered “ strongly agree”. And also show that Social media
Marketing and Advertising strategy can be used to promote or to sell a product.

Question Weighted Mean Verbal Interpretation

1. Are you using social 3.78 Strongly Agree
media for your
business?

2. Micro scale business 3.56 Strongly Agree

is more likely to invest
time for social media
advertising.
3. Micro scale business 3.68 Strongly Agree
gets more customers
through online
platform.
4. Advertising through 3.61 Strongly Agree
social media helps
micro scale to cope up
the business
5. Social media 3.77 Strongly Agree
Advertising helps to
give more public brand
image to the part of
micro scale business.

6. Advertising through 3.69 Strongly Agree

social media is a good
strategy for small scale
business.
7. Is Marketing and 3.34 Agree
advertising strategy is
recommended to use
for micro scale
business owner.
8. Selling a product 3.64 Strongly Agree
using social media is
more convenient to
use this type of
pandemic.
 9. Selling a product in 3.74 Strongly Agree
online get more
customer loyalty.

10. Social media 3.77 Strongly Agree

advertising can be
used as strategy for
small scale business.

11. Using social media to 3.50 Strongly Agree

promote or to sell a
product can more
attract customer by
mean the actual looks
of a product.

12. It’s more specific 3.60 Strongly Agree

details using social
media to promote or to
sell a product.

13. Offering your product 3.57 Strongly Agree

in social media can
boost your overall
brand image.

14. Posting a product in 3.45 Strongly Agree

social media can get
interested to the
customer

15. Promoting a product 3.49 Strongly Agree

in social media can be
used as marketing
strategy.

3.64
Grand Mean
Strongly Agree

Scale:

1.0 – 1.24 (Strongly Disagree)

1.25 – 2.24 (Disagree)

2.25 – 3.24 (Agree)

3.35 – 4.0 (Strongly Agree)

 CHAPTER IV

CONCLUSION AND RECOMMENDTION

In this chapter the researchers made a conclusion and recommendation and
also identify, if the hypotheses are null or alternative in order to researcher make
a decision rule.

4.1 Conclusion

Social media has the highest rating in the use of applications as the
economy continues to evolve and change due to technological advancements.
The researchers discovered that, in today's world, social media can be an
effective marketing tool for businesses, particularly in light of the pandemic. All
of the tabulations lead to a clear understanding of the research study.

Researchers developed hypotheses, and the results were presented in the

form of a table of hypothesis testing. Because micro scale business owners are
the intended respondents of this study, the researcher used purposive
sampling directed by their responses. The usage of an inferential statistic,
Pearson's R, is employed to answer the statements of problems 1, 2, and 3.
Because the questions are mixed, it addresses a variety of issues that are
linked to the study's stated concern. The following are the outcomes:

n Grand Alpha Critical Decision

mean Value
-.514 Two – tailed- test
100 3.64 0.05 .514 Reject Ho
n = 100

Grand mean = 3.64

Alpha = 0.05

Degree of Freedom

= 13

Type of graph =

Two-Tailed test

Pearson’s R

x y (x-x̄) (y-ȳ) (x-x̄) (y-ȳ) (x-x̄)2 (y-ȳ)2

1 3.78 -7 0.09 -0.63 49 0.0081

2 3.56 -6 -0.08 0.48 36 0.0064

3 3.68 -5 0.04 -0.20 25 0.0016

4 3.61 -4 -0.03 0.12 16 0.0009

5 3.77 -3 0.13 -0.39 9 0.0169

6 3.69 -2 0.05 -0.10 4 0.0025

 7 3.34 -1 -0.30 0.30 1 0.09

8 3.64 0 0 0 0 0.00

9 3.74 1 0.10 0.10 1 0.01

10 3.77 2 0.13 0.26 4 0.0169

11 3.50 3 -.14 -0.42 9 0.0196

12 3.60 4 -0.04 -0.16 16 0.0016

13 3.57 5 -0.07 -0.35 25 0.0049

14 3.45 6 -0.19 -1.14 36 0.0361

15 3.49 7 -0.15 -1.05 49 0.0025

x̄ = 8 ȳ = 3.64 Σ(x-x̄) (y-ȳ) Σ(x-x̄)2 = Σ(y-ȳ)2 =

= -3.34 280 0.198 or
0.20

r=

r = - 0.9980
4.2 Recommendation

To the Entrepreneurs

An enterprise’s age has a significant effect on growth for the reason that
older firms have more experience and a superior financial position to execute
their business activities than their counterparts relatively, but because of
pandemic social media strategy can help you more to promote your overall
brand name of your business for it to grow.

To Micro Scale Businesses

It is noted that micro scale businesses started their operation with a

lower initial investment that more likely slow to grow than their counterparts
which started operation with a relatively higher initial investment, but if they
will use social media by creating an account and promote their product by
posting and living, it can keep up with their competitors.

To the future researcher

 This study will be able to further increase your knowledge of creating
social media strategies to earn micro scale businesses as well as the income of
large enterprises. This study will help you understand how social media affects
businesses and how it promotes the product of companies.