TIWI COMMUNITY COLLEGE

TIWI, ALBAY

THE ROLE OF SOCIAL MEDIA IN PROMOTING BUSINESS

NADDINE CLERIGO

KAYE DACULLO

IVAN RAGOTERO

MARK BRYAN LINDIO

MARK ANTHONY CABANESAS

GERAL CERIOLA

DECEMBER 2022
 ABSTRACT

“ THE ROLE OF SOCIAL MEDIA IN PROMOTING BUSINESS “

Social Media for Business use social media to market your business and connect your
customers. Learn about the different types and pros and cons of using social media. Social
media is online communication that allows you to interact with your customers and share
information in real time. You can use social media to: reach your customer better, create online
networks, sell and promote your products and services. However, there is risk in using social
media for your business. Thread carefully and learn both the pros and cons before you start.
Social media may not suit every business. If you launch your social media presence without
planning, you could end up wasting valuable time and money.

Let’s start with one simple fact: business needs a social media presence. It doesn’t matter if you
run a small local shop or a big national company. Social media is more than just a trend. It is an
essential piece of your business marketing strategy. But by itself, social media is not enough to
drive business growth. Social platforms can help you cannot with your customers, increase
awareness about your brand, and boost your leads and sales. But you need to start with an
always-on mindset and a solid content marketing strategy.

Social media provides immense potential for business because consumers habitually log on to it
daily and are exposed to companies. It also presents huge challenges for businesses, however,
because it’s an ever-changing space that is extremely noisy and crowded. It can be difficult to
keep up with evolving trends on social media, so B2B reviews and ratings firm Clutch partnered
with marketing agency Smart Insights to learn the current state of social media marketing; they
surveyed 344 social media marketers from around the world to determine the value of social
media, the most engaging content to share, common challenges, and what social media
resources businesses are investing in.
 CHAPTER 1

INTRODUCTION
“In this era of globalization, the Internet has been increasingly used to facilitate online business
transactions, not only between different business entities, but also between business entities
and consumers. Many people now are into using internet to keep in touch with their friends
and to their families, to get some ideas or information and also to see some photos and to
watch videos. It is likely to see that using internet is really now part of the daily lives of people
and become significant in life.

Online shopping has become a new trend of shopping nowadays and is quickly becoming an
important part of lifestyle. Due to wide spread internet access by people and e-commerce
usage by traders, online shopping has seen a massive growth in recent years. Online shopping
has grown in popularity over the years, mainly because people find it convenient and easy to
purchase products by simply clicking for the required items from the comfort of their home or
office. One of the most enticing factors about online shopping, particularly during a holiday
season, is it alleviates the need to wait in long lines or search from store to store for a particular
item.

As we know online shopping has many potential benefits to consumers, particularly in terms of
convenience and time-savings. Home delivery will then be made by the retailer. In addition, the
retailers will ultimately reap significant benefits as it will lead to more efficient use of personnel
and simplification of building infrastructure. So, the benefits of having an online shop can lead
to the following:

 Reduce traffic in urban areas

 Saves customers time and hassle
 Benefit for retailer for low infrastructure cost
 STATEMENT OF THE PROBLEM

The main reason behind developing this project is to create an online shop from which the user
can create account, log-in, input his or her address and credit card information, and “purchase”
items.

These stores will be able to update their online stores page with items, prices, coupons, and
alternative items for items not always available. The user will log-in to their account, specify
their geographical area and access the contracted stores for that area. Once a store is selected,
user can shop using the store online page for items they need and select a payment method.
When order is submitted an employee will pick their list.

 The application must be provably:

- Of use both valuable and usable
- Robust, portable, scalable, evolvable, etc.
- Secure – maintain privacy and integrity
 Improvement opportunities
- Location for employee and selection of available and closer employee to store.
- Efficiency in resource use, possibility of having employee shops for multiple
delivery if they are going to the same neighbourhood
- Creating constrains such as selecting reasonable delivery time allows at least 2
hours for shopping if the store closes within 2 hours move time for the next day.

If the items arrived damage, customer can return it by register in the online shop. Company will
collect the item from customer and sakes staff will refund the money for that item. Marketing
staff responsible to maintain the products safety.
 SCOPE AND DELIMITATION

This study dealt mainly with the implications of the role of social media in promoting business.
Social media developments on marketing strategies of realtors in Albay. It seeks to know the
effectiveness of using social media in promoting business.

The researchers focused on the realtors in Albay as the subject of the study. Furthermore, the
researchers chose the realtors in Albay as respondents in our set of questionnaires. Afterwards,
the researchers come up with the assessment procedures where the information gathered
were analyzed and evaluated. Although the research has reached its aims, there are some
unavoidable limitations one of them is a significant number of respondents available in
preliminary testing may be unavailable or unwilling to participate in the final stage of testing
because some of the data needed are important to the company.
 SIGNIFICANCE OF THE STUDY

The findings of this study is to explore social media marketing activities and their impact on
consumer intentions. This study also analyzes the mediating roles of social identification and
satisfaction. The participants in this study were experienced users of two social media platforms
Facebook and Instagram in Albay. A self-administrated questionnaire was used to collect data
from respondents. We used an online community to invite Facebook and Instagram users to
complete the questionnaire system. Data were collected from 353 respondents, and structural
equation modelling (SEM) was used to analyze the data. Results show that SMMAs have a
significant impact on the intentions of users. Furthermore, social identification mediates the
relationship between social media activities and satisfaction, and satisfaction mediates the
relationship between social media activities and the intentions of users This will help marketers
how to attract customers to develop their intentions. This is the first novel study that used
SMMAs to address the user intentions with the role of social identification and satisfaction in
the context of Albay.
 RELATED LITERATURE

Social media is used by billions of people around the world and has fast become one of the
defining technologies of our time. Social media allows people to freely interact with others and
offers multiple ways for marketers to reach and engage with consumers. Due to its dynamic and
emergent nature, the effectiveness of social media as a marketing communication channel has
presented many challenges for marketers. It is considered to be different to traditional
marketing channels. Many organizations are investing in their social media presence because
they appreciate the need to engage in existing social media conversations in order to build their
consumer brand. Social Medias are increasingly replacing traditional media, and more
consumers are using them as a source of information about products, services and brands. The
purpose of this paper is to focuses on where to believe the future of social media lies when
considering consumer products. Paper followed a deductive approach and this paper attempts
to review current scholarly on social media marketing literature and research, including its
beginnings, current usage, benefits and downsides, and best practices. Further examinations to
uncover the vital job of social media, inside a digitalized business period in promoting, branding
in consumer products. As a result of the comprehensive analysis, it undoubtedly displays that
social media is a significant power in the present marketing scene.

Most businesses use online marketing strategies such as blogger endorsements, advertising on
social media sites, and managing content generated by users to build brand awareness among
consumers. Social media is made up of internet – associated applications anchored on
technological and ideological Web 2.0 principles, which enables the production and sharing of
the content generated by users. Due to its interactive characteristics that enable knowledge
sharing, collaborative, and participatory activities available to a larger community than in media
formats such as radio. TV, and print, social media is considered the most vital communication
channel for spreading brand information. Social media comprises blogs, internet forums,
consumer’s review sites, social networking websites.
 RELATED STUDIES

There have been numerous studies on social media over the last two decades that have
emphasized their growing importance for business, especially from the point of view of direct
marketing in today’s digital economy. Therefore, activities on social media frequently form the
basis of the marketing strategy of companies. In the modern world, where everyone can
communicate about products, businesses, or brands with thousands of peers, the impact of
consumer engagement has become greatly magnified. Consequently, in the current culture,
when managers plan their marketing content, they strongly rely on the users and algorithm of
social media platforms. However, studies c0ncerning social media communication often do not
take into account the effectiveness of communication according to the means of presenting
content, in particular the association between the position of web-links, the level of interaction,
and the time of posting. There is also a lack of agreement on how to measure the effectiveness
of communication, including which social media marketing indicators should be used
(Lamberton & Stephen, 2016). This discourse has attracted a lot of research in this field
(Alalwan et al.,2017,de Vries et al.,2012). However, significant gaps are still observed in this
area.
 SYNTHESIS OF THE STATE OF THE ART

There should be little doubt how high the importance of social media in business is today.
Company are dependent on internet marketing strategies to bring in more business.

Most people are joining social media sites to learn how to use them to find the information
they’re looking for. The social media industry is going to grow much bigger in the years to
come. Everyone can publish their content online with a few clicks. Can they browse to find
brands like yours offering the products and services they need.

The social media craze isn’t going to end anytime soon. It’s imperative that you take advantage
of this opportunity now. If you plan for it, you may able to survive the digital media revolution.

Every business today should be leveraging social media channels to the fullest extent. They are
only going to grow in size, and you can develop influence the more you invest in these
platforms.

Ensure your business brand has a golden touch on social media to generate more leads and
sales. You can also connect with customers much easier while being able to serve them on a
deeper level.

A personal approach to your brand’s “social” media will actually make your digital marketing
efforts smoother. Over time, your happy customers will become provide social proof of your
credibility. Find out what is being said about your shop online. This can allow you to actually see
where your shop is succeeding with customers. And also where you should focus on making
improvements.

According to a report published by Gartner, 64% of people said that customer experience was
more important than price as a factor when it comes to making a sale. This means that social
credibility is important for the health of your business. Get satisfied customers to post positive
reviews about their experience with your brand.

To compete in today’s business climate, your company has to leverage sites like Facebook,
Twitter, and Linkedin to keep up. This includes creating new advantages ahead of the
competition. The number of adults using social media daily was 7% in 2005. Only 10 years later,
the number is 69%. Social media use on mobile devices is still seeing as much as 30% growth
every year in some areas.
 GAP BRIDGE BY THE STUDY

If you can remember almost a decade back few social media platforms started as a media
platforms started as a medium for people to communicate and exchange information. A decade
after today, social media has changed the face of the world. It has taken each and every
industry by storm and transformed every kind of interaction. This includes how we run a
business. With each passing year, social media platforms are introducing unbelievable features,
which are working towards developing a better future. Especially in business, there are certain
areas where the role of social media is undeniable, and if any of you haven’t included social
media in your marketing plan yet, you could face significant disadvantage.

You can analyze the increasing importance of social media in business from this 72% of the
opinion seekers 25 to 34 look to social media for reviews and recommendations while
purchasing anything. As a service provider, you can’t ignore how social media can influence
your target audience and can impact your sales.

Social media platforms like Facebook, Twitter, Linkedin, Instagram, YouTube etc. makes it easy
to interact and build a community of your customers where you can engage them with quality
content and these platforms also allow you to showcase your products. If someone’s friend
likes a product or service, they believe that too. Business conversations are taking place in
social media platforms and actually it become easy. The key for service providers is to get into
those conversations early with a presence that conveys accessibility and credibility.
 THEORETICAL FRAMEWORK

Social media is becoming more crucial to hospitality and tourism enterprises. On one hand,
hospitality and tourism industries offer intangible and experiential products. Visitors must rely
on the information delivered to them, either online or offline, to identify and evaluate the
product alternatives.

User reviews and comments are experiential in nature and highly trustable. On the other hand,
the development of internet technologies has lowered the barrier for contributing information
online. Almost anyone with internet access could easily blog, tweet, review, comment, and
update his or her Facebook status.

Social marketing theory Kotler? A successful social media campaign requires more than just
whipping us posts daily. Even with increased social media awareness, 47 percent of marketers
find it hard to develop successful social marketing strategies.

Marketing theories give you a deeper understanding of your customers, their needs,
motivation, and goals. They also help you understand the market where you’re operating. As a
result, you create successful social media campaigns and here are the main theories of
marketing.

The 7Ps is a core marketing theory, so it’s not unusual to find several businesses use it as a
foundation for their marketing strategy.

The 7Ps are the elements around which businesses should structure their marketing campaigns.
According to the theory, for your social media campaigns to be successful, you need to tick off
at least three of the 7Ps.

 Product: the item being sold

 Place: where you distribute the product
 Price: cost of the product
 Promotion: Marketing, advertising, and sales
 Physical evidence: Proof the product exists
 People your employees
 CONCEPTUAL FRAMEWORK

Research Methodology

This study designed a questionnaire according to the hypothesis stated above the
participants in this study were experienced users of two social media platforms Facebook
and Instagram in Albay. A self-administered questionnaire was used to collect data from
respondents. Since providing recommendations, revisions were made to the final
questionnaire to to make it more understandable for the study’s respondents. To ensure
the content validity of the measures, three academic experts of marketing analyzed and
make improvements in the items of constructs. The experts searched for spelling errors and
grammatical errors and ensured that the items were correct. This study used an online
community to invite Facebook and Instagram users to complete the questionnaire in the
designated online questionnaire system. People with similar interests can get a virtual
platform to discuss and share ideas courtesy of social media. Sustained communication of
social media allows users to create a community.

H1: Social media marketing activities (SMMAs) have a significant impact on social
identification.
H2: SMMAs have a significant impact on satisfaction.
H3: Social identification has a significant impact on satisfaction.
H4: Satisfaction has a significant impact on continuance intention.
H5: Satisfaction has a significant impact on participate intention.
H6: Satisfaction has a significant impact on purchase intention.
H7: Social identification mediates the relationship between SMMA and satisfaction.
H8: Satisfaction mediates the relationship between social identification and continuance
intention.
H9: Satisfaction mediates the relationship between social identification and participate
intention.
H10: Satisfaction mediates the relationship between social identification and purchase
intention.
 DEFINITION OF TERMS
In business, social media is use to market products, promote brands, connect to customers
and foster new business. As a communication platform, social media promotes customer
feedback and makes it easy for customers to share their experiences with a company.
Businesses can respond quickly to positive and negative feedback, address customer
problems and maintain or rebuild customer confidence.

Social media is also used for crowd sourcing. That’s the practice of using social networking
to gather knowledge, goods or services. Companies use crowd sourcing to get ideas from
employees, customers and the general public for improving products or developing future
products or services.

Businesses use social applications to market and promote their products and track
customer concerns.
 NOTES

https://business.gov.au/online/social-media-for-business?
fbclid=IwAR3_SGzEDK7fGSyBC937sE6vYfPfra0izita2qLweWSKEqsmTsBy1X-
BGkQ#:~:text=Social%20media%20can%20help%20you,feedback%20and%20build
%20customer%20loyalty

https://marketinginsidergroup.com/content-marketing/why-social-media-is-important-for-
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https://www.frontiersin.org/articles/10.3389/fpsyg.2021.808525/full?
fbclid=IwAR30JcbXP1Vi4OxsBTcvhRFi7R6HF3VSn7Rn8jMo3B0th0tfVdiFXsV7Mzg

https://www.apogaeis.com/blog/role-of-social-media-marketing-in-business/?
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https://www.techtarget.com/whatis/definition/social-media?
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https://ginee.com/ph/insights/social-media-marketing-theory/?fbclid=IwAR2mvUaiI9WiUY-
OwSppQDXTevasZhUnwxI922Xv7RNLlzqbCsJx8CeXw6o