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The Negative Impact of Social Media Marketing Platform in COVID19 Pandemic among
online sellers of Senior High School students in Bugo CDO

Presented by;

John Paul D. Zamayla

Jars Christian Lerio
Diana An Caseres
Atasha Rambuyon
Renheart Sabio
Angelica Arro
Nickerson Tolentino
Rhezzamae Tabay
Karryle Olayvar

December 22, 2022

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APPROVAL SHEET

This research study entitled “The Negative Impact of Social Media Marketing Platform in
COVID19 Pandemic among online sellers of Senior High School students in Bugo CDO”
prepared by John Paul D. Zamayla, Jars Christian Lerio, Diana An Caseres, Atasha Rambuyon,
Renheart Sabio,Angelica Arro, Nickerson Tolentino, Rhezzamae Tabay, and Karryle Olayvar
in partial fulfillment for the requirement for the subject Practical Research 2 has been examine and
recommend for acceptance and approval for oral examination.

Verna Achas Vallar – Espinosa

Research Adviser

PANEL OF EXAMINERS

Approved in Partial fulfillment of the requirement for the subject “Practical Research 2”.

____________________________
Chairman

__________________________ __________________________
Member Member

Accepted and Approved in partial fulfillment of the requirement for

ACCOUNTANCY, BUSINESS AND MANAGEMENT

Date of Final: December 19, 2022

Verna Achas – Vallar Espinosa John Rey V. Lecena

Editor SHS Coordinator
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DEDICATION

To Jesus Christ, our Lord and Savior, for giving the wisdom, strength, support and knowledge in
exploring things, for the guidance in helping surpass all the trials that we encountered and for giving
determination to pursue our study, and to make this study possible.

The researcher would like to extend their deepest sincerest gratitude to all the people who helped
there in any manner, who have shared the effort and knowledge in order to make this research a
reality.

We would like to express our sincere gratitude to our research adviser, Ma'am Verna Espinosa, for
the continuous support to our study and research, for her patience, motivation, enthusiasm, and
immense knowledge. Her guidance helps us all the time of research and writing of this research
paper. We could not have imagined having a better advisor and mentor for our research study.
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ACKNOWLEDGEMENT

First of all, we would like to thank our Heavenly Father who gave us strength, patience and
knowledge in conducting this study very well. For guiding us through our journey and making this
research possible.

Second, to our research adviser, Mrs. Verna Achas- Vallar Espinosa for helping, guiding and
correcting our paper on the right path. Also, to our panel.

Third, we are so glad and blessed to our adviser, Ms. Norzarah Naparan for always supporting us,
giving an advice and encourage us to never give up. For giving us inspiration to continue our
dreams.

And lastly, we are grateful and thankful to our family who always supports us. Specially, to our
parents who are very understanding.
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TABLE OF CONTENTS

Approval Sheet………………………………………………………………………………..i
Dedication……………………………………………………………………………………..ii
Acknowledgement…………………………………………………………………………….iii
Chapter 1: The Problem and its Scope………………………………………………………1
Introduction…………………………………………………………………………….1
Statement of the Problem………………………………………………………………1
Research Questions…………………………………………………………………….3
Scope and Limitation…………………………………………………………………..3
Significance of the Study………………………………………………………………4
Conceptual Framework…………………………………………………………………4
Research Hypothesis……………………………………………………………………5
Definition of Terms……………………………………………………………………5
Chapter 2: Review of Related Literature…………………………………………………..6
Chapter 3: Research Methodology…………………………………………………………13
Research Design ………………………………………………………………………13
Research Locale……………………………………………………………………….13
Sampling Method………………………………………………………………………15
Statistical Treatment…………………………………………………………………..15
Research Instrument…………………………………………………………………..15
Data Source ……………………………………………………………………………..16
Data Gathering Procedure……………………………………………………………..16
Chapter 4: Presentation, Analysis, and Interpretation of Data……………………………17
Chapter 5: Summary, Conclusion and Recommendations…………………………………23
Summary……………………………………………………………………………..23
Conclusion……………………………………………………………………………..24
Recommendations…………………………………………………………………………25
Reference………………………………………………………………………………………..26
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CHAPTER 1
Problem and its Scope

This chapter serves as an introductory chapter. It contains Background of the Study,

Statement of the Problem, Research Questions, Scope and the Limitations of the Study, Conceptual
Framework, Research Hypothesis, and Definition of Terms.

1.1 Background of the Study

Social media creates awareness in the minds of people. It acts as a medium of information
that helps people to do innovations and achieve success through the enhancement of skills and
knowledge. Social media has made all people aware of happenings around the world (Vinay
Prajapati, 2021). Using websites and applications to communicate informally with others, find
people, and share similar interests. Allows users to directly connect with one another through
groups, networks, and location. Examples of Social Media platforms are Facebook, twitter,
instagram and and so on. Media platforms are technologies and standards that allow writers or other
media “producers” and readers and other “consumers” of media to interface more efficiently (Digital
Scholar, 2022). Social media originated as a way to interact with friends and family but was later
adopted by businesses that wanted to take advantage of a popular new communication method to
reach out to customers. The power of social media is the ability to connect and share information
with anyone on Earth, or with many people simultaneously (Maya Dollarhide, 2021). The Impact of
Facebook Social Media Marketing Platform in COVID-19 Pandemic among online sellers in Bugo
CDO, is the topic that the researchers' main focus is into.

Social media can also serves as a marketing tool, and online retailers are growing in
popularity these days as a result of numerous processes and analyses of their marketing strategies.
There are many different ways that people can purchase certain things through online. In making
decisions related about the online sellers, there will be always impacts and problems on involving
these kind of activities and transactions.

We cannot deny the fact that due to COVID-19 communities had loss their main source
of income and had experienced shortage of food. According to a study, during the pandemic,
communities reported continued insufficient food supply and health, sanitation, and nutrition issues.
According to a research, COVID-19 (coronavirus disease 2019) is a disease caused by a virus
named SARS-CoV-2 and was discovered in December 2019. It is very contagious and has quickly
spread around the world. The U.S. currently has the highest number of cases and deaths from
COVID-19. Viruses are constantly changing, which is common and expected. These are called
“variants”. The Delta and Omicron variants are the most widespread in the country, and may cause
slightly different symptoms.
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Recent evidence suggests that the pandemic has had a significant and structural impact on
consumer purchasing behavior and decision-making processes, with marketing practices. According
to Ditte Fallesen, job losses were particularly severe in the construction sector (56%) and public
transportation (52%) while cumulative job losses were seen among informal workers such as laundry
women, hairdressers, and workers in small canteens; and in informal retail like “sari-sari” stores,
street vendors, and markets. The farming sector also saw significant job losses reportedly in 70% of
communities in formal agriculture and 61% in small-scale farming.

Due to COVID-19, online selling has grown in popularity, starting an online business can
be as simple as having something to sell and access to the Internet. But there are a lot of factors to
consider if you’re going to have a business that thrives. According to Elka Torpey, online sellers do a
variety of tasks. They photograph and write descripti ons of the items they will sell and put the
information online. They calculate total purchase amounts, taxes, and shipping costs; process
payments; and send orders. And they interact with customers to answer questions or resolve
problems.

Facebook has been the main marketing platform for small business owners, or should we
say online sellers. According to Bennett Conlin, Facebook is the largest and most recognized social
media network worldwide, making it an excellent entry point for businesses looking to develop their
social media strategy.Of all the social networks, Facebook exposes your business to the broadest
audience and offers the most comprehensive set of business tools.Facebook’s business tools help you
build your online brand, create meaningful connections with customers and potential employees, and
increase overall productivity.

The role of digital marketing has been increased where Facebook is reigning champ of
social media websites. The companies are using Facebook as a marketing tool for promoting the
product and services offered to satisfy the customer demands. There are large share of the population
who are using Facebook so the companies can easily communicate and educate the target audience by
conducting effective marketing practices. According to the Global Digital Report there are more than
80% of internet uses who are accessing social media platforms. It provides the competitive advantage
to the company in developing brand identity among the target audience globally. It also provides the
platform to communicate between customers and organization result into development of innovative
product and services. The companies are also using Facebook as conducting survey regarding the
new product and services launched by the company. So it allows collecting customer feedback for
improving the quality of product and services. It also support in enhancing the customer satisfaction
by meeting the customer needs and demands. (sourceessay.com ,2022)

The researchers have taken interest in Social Media Marketing Platform after noticing
that online sellers these days are increasing in numbers. The researchers would like to know what
impact Social Media Marketing Platform has made in the society as well as in the online sellers'
daily lives. In this study, the researchers will concentrate on Social Media and its effectiveness as a
marketing tool in the online sellers of Bugo, Cagayan de Oro City. According to a research, Facebook
especially describes itself as the perfect marketing tool because its developers have created an
advertising system which allows businesses to use the information of each Facebook user for targeted
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advertising. Facebook provides the ideal platform for direct communication between organizations
and customers. Marketing on social network sites has to follow new rules and principles and each
organization has to clearly determine if social media marketing is appropriate for them or not.
Through extensive research and analysis, the researchers intended to find if the Facebook is an
effective marketing tool in Bugo, CDO where online sellers can reach and influence targeted
customers.

1.2 Statement of the Problem

The study aims to determine the negative impact of social media marketing platform in
COVID-19 Pandemic among online sellers of Senior High School students in Bugo CDO. The
researchers’ purpose in this study is to determine the difficulties/ challenges encountered by SHS
students which are online sellers. Additionally, to determine the coping mechanisms used to address
the difficulties/ challenges encountered by SHS students which are online sellers.

1.3 Research Questions

The study aims to answer the following research questions:

1. What are the negative impact of social media marketing platform to the online sellers of
Senior High School students?
2. How online selling impacted their role as a student?
3. What are their coping mechanisms to address the difficulties they encountered?

1.4 Scope and Limitations of the Study

This study focuses on the negative impact of facebook social media marketing platform
in COVID-19 Pandemic among online sellers of Senior High School students in Bugo-CDO. The
respondents of this study are the online sellers of Senior High School students in Bugo CDO. The
study was conducted through the use of survey questionnaires to complement the main objective of
the study.
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1.5 Significance of the Study

The result of the study would be beneficial to the following:

To the Buyers/Consumers. This study would help them uderstand the difficulties/challenges of
online sellers of SHS students.

To the Teachers. This research will help them determine the difficulties that the students
encountered.

To the Future Researchers . This study will serve as baseline and reference material in conducting
the same research topic.

1.6 Conceptual Framework

Independent Variable Dependent Variable

Intervening Variable

Figure 1. Conceptual Framework of the Study

Figure 1 shows the conceptual framework of the study. Social Media Marketing Platform is the
Independent Variable, where Senior High School students is the dependent variable, and the
COVID19 Pandemic is the Intervening Variable.
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1.7 Research Hypothesis

Online selling does not have any disadvantages, therefore there is no negative impact of
social media marketing platform among the online sellers of SHS students in Bugo CDO.

1.8 Definiton of Terms

Online sellers. People that sells any product through the use of social media platforms.

Social Media Marketing. It is the use of social media platforms to connect with your audience to
build your brand, increase sales, and drive website traffic. (Buffer, 2022)

Bugo CDO. The research locale of the study.

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CHAPTER 2

Review of Related Literature and Studies

Social media is an online platform through which people share similar interests, ideas, information
and other content such as messages, images and videos that leads to the creation of online
communities through the help of different social networking and microblogging sites. The
development of online selling in this generation has considerably benefited both customers and
retailers. Since COVID-19 has become a barrier and forces people to stay indoors, they have begun
using social media to order and buy anything they want without leaving their houses. This research
contains the study of negative impacts and tackles about the effects among online sellers of senior
High School students in Bugo, CDO.

Many young and adolescent people are using social media as part of their everyday lives as they are
using smartphones, laptops, tablets, computers and other gadgets to gain information and
communicate with their family and friends. Filipinos especially teenagers are known for being
cautious in terms of selling a product. Certain Senior High students have benefited from social media
and have used it to their advantage when marketing, but also had negative outcomes with
interceptions.

Filipino consumers value online shopping because of its convenience and accessibility. On the other
hand, even if the online mechanisms may provide easy to use and efficient methods of shopping, the
customers may not decide for them if those mechanisms do not meet their expectations (Momtaz,
Islam, Ariffin, & Karim, 2011). The disadvantages of online selling may involve negative feedback,
measurement challenges, time-consuming, security and privacy concerns, and so on.

Due to various advancements and developments in social media and in technology, people are faced
with new and different lifestyle. Social media makes their lives easier than before. Connecting and
keeping in touch with relatives in far places can be done effortlessly. Questions are one click away
from their answers. Solutions to problems are accessible. Providing and accessing information are
easy and convenient. This clearly states that social media is becoming more significant. However,
many people are busy with study and other work-related activities that higher their impossibility to
perform other outdoor activities such as going to mall to buy clothes, bags and household supplies.
Aside from lack of time, heavy traffic added to their laziness to go outside.

According to Caroline Peraut, a trade specialist, “Online selling is a form of electronic commerce
which allows sellers to directly sell goods or services to a buyer over the Internet using a web
browser.” Selling online gives people possibility to trade online, instantly, easy and safe through the
help of different technologies of today. Due to lack of financial support to continue studies, some
students find online selling a good opportunity to earn money that sustains their necessary needs in
school and home while they are studying.

Social Media marketing, According to Jackie Owen, people have used them as a tool to promote
business or create awareness about their brands.
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According to Brigita Go (2012), running an online business is much better than opening a store.
Selling online is indeed one of the great ways to make profits online. In fact, it is also a great way to
widen your target market and grow your business fast as well. Carolyn Anderson (2012) stated that
“by putting your business online, you are also widening your reach worldwide”. It is important to
check out some online selling tips that may help make selling successful. Due to the popularity of
online selling, students find it a great opportunity to have it as their part time job while they are still
studying.
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CHAPTER 3

Research Methodology

This chapter discusses the research design, the research locale where the research will be
conducted, sampling method, respondents, data source and process of gathering the data, the
materials used to gather data that will support and will answer the questions presented in Chapter
1.

3.1 Research Design

The researchers use Descriptive Quantitative method research design. Descriptive Research
defined as a research method that describes the characteristics of the population or phenomenon
studied. This is where a researcher has an idea or has observed something and seeks to understand
more about it. The information being gathered to all senior high school students which is online
sellers, also the researchers will interview all the students who are online sellers about their own ideas
to the topic “The Negative Impact of Social Media Marketing Platform in COVID19 Pandemic
among online sellers of Senior High School students in Bugo CDO.”

3.2 Research Locale

The study will be in non-sectarian private schools of Cagayan de Oro City. The study will be
conducted at Iligan Computer Institute located at Zone 2,Beside Bugo Barangay Hall, Bugo Cagayan
de Oro City.

The study will also be conducted at Bugo National High School located at Raboca Drive
Taparak, Bugo, Cagayan de Oro City. These places will be selected for descriptive quantitative
method research design and aspect of the said study among online sellers of Senior High School
students in Bugo CDO. We researchers are also students of Iligan Computer Institute. Definitely it is
easy for us and also the best way to conduct on this research. The data gathering procedure was
limited to the use of survey questionnaire.
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Figure 2: Map showing the location of Iligan Computer Institute – Bugo CDO Branch

Figure 3: Map showing the location of Bugo National High School

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3.3 Sampling Method

Sampling method is defines as the process of studying the population by gathering

information and analyzing that data. The researchers use Probability Sampling, a type of sampling
method that utilizes some form of random selection (BYJU’S, 2022). In this method, all the eligible
individuals have a chance of selecting the sample from the whole sample space. To easily understand
the collected data, the researchers used simple random, every item in the population has an equal and
likely chance of being selected in the sample.

3.4 Respondents of the Study (Statistical Treatment)

The respondents of the study will be the Senior High School students that are online sellers in
Bugo CDO. We are going to select them by using sloven formula.

Sloven Formula
N 2
n= + ( N ) ( e ) ❑
1
50 2
n= +(50)(0.05)❑
1
50
n= + ( 50 ) ( 0.0025 )
1
n=50/1+(0.125)
n=50 ÷1.125
n=44.44444
n=¿44 selected respondents of Senior High School Students that are online sellers.

Where N is the total population, e is the error, 50 is the total students, 44 is the total respondents

The researchers also used this type of statistical method to analyze the gathered data:

F
P= × 100
N
;where P is the Percentage, F is the frequency, N for the total number of respondents.

3.5 Research Instrument

The main instrument used in the study was survey questionnaire to complement the main
objective of the study.
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3.6 Data Source

The source of data was taken from the internet by the help of Google that gives us source of
articles that is related to our study and from published research paper under:
 The Impact of Social Media Marketing Trends on Digital Marketing (Published March 17,
2014 by Jason Bowden)
 10 Disadvantages Of Social Media Marketing (Jackie Owen, 2019)
 COVID’s impact on social media marketing ( Manuel Fornillos ,Jan 19, 2021 )

3.7 Data Gathering Procedure

Prior to the gathering of data, the researchers sent a letter of permission to the school head of
Iligan Computer Institute and Bugo National High School. When the permit has been granted, the
researchers considered the vacant time of the respondents but still in a group of class in order for
them to answer the questionnaire promptly.
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CHAPTER 4

Presentation, Analysis and Interpretation of data

This chapter presents the interpretation and results found in the study. The following data will
give answer to the statement of the problem found in Chapter 1. The questionnaire used in this
retrospective srtudy was carefully analyzed to ensure that the data gathered was presented clearly
with the aid of tables,percentages and graphs, where possible. A retrospective chart analysis was
conducted to capture the data essential to accomplish the research objectives.

10%
22%
16%
A
B
C
D

52%

Figure 4.Percentage of the satisfaction of the SHS students with the use social media marketing platform

Figure 4 shows the percentage of satisfaction of the SHS students with the use of social media
marketing platform. Where there are (10%) SHS students who are dissatisfied with social media
marketing platform, (16%) SHS students answered neutral, (52%) SHS students who are satisfied
with social media marketing platform, (22%) SHS students who are very satisfied with social media
marketing platform.
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26% 22%

A
B
C
D
28%
24%

Figure 5. The difficulties that the SHS students encountered in online selling.

Figure 5 shows the percentage of the difficulties that the SHS students encountered in
online selling. The graph shows that (22%) are having difficulties with attracting customers, where
(28%) answered that taking photos/videos of their products consumes much of their time, where
(24%) answered that dealing with customers is sometimes a waste of time, where (26%) are having
difficulties with thinking of a strategy to make their products sellable.
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6% 2%

Facebook
Shopee
Tiktok

92%

Figure 6. Social Media Platforms that the SHS students preferred to use in online selling.

Figure 6 shows the social media platforms that SHS students preferred to use in online selling.
The graph shows that majority of the SHS students preferred to use Facebook, where (92%) where
using facebook for their online selling, where (6%) SHS students have a Shopee store, where (2%)
SHS students is using Tiktok to sell their products. Alternatively, no one has preferred using
Instagram, and Lazada in selling their products.
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26%

A
B

74%

Figure 7. SHS students opinion about their security.

The figure 7 shows the SHS students opinion about their security in online selling. (26%) SHS
students answered that they feel secured/ safe with online selling, where (74%) SHS students
answered that they don`t feel secured with online selling since they share confidential information
with the customers. They’re also afraid to meetup with their customers sometimes, because the
customer might just fool them or maybe it might be dangerous to have a meetup.
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26% 22%

A
52% B
C

Figure 8 SHS students` difficulties encountered as a student

The figure 8 shows the SHS students` difficulties encountered as a student. The graph
shows that (22%) SHS students lacks capital, where (52%) SHS students lacks time to do both
studying and online selling, where (26%) SHS students answered that online selling affects their
academic performance.
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4%
8%

A
46% B
C
D
42%

Figure 9. The issues of Bogus Buyers.

Figure 9 shows the issues of online sellers against Bugos buyers. (46 %) SHS students were
only disregarding them, where (42%) SHS students were informing them about their purchases,
where (8%) SHS students were insulting the Bogus buyers due fooling them, where (4%) were
victims of Bugos buyers.
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CHAPTER 5

Summary, Conclusion and Recommendations

This chapter presents the summary of the findings, conclusions and recommendations based
on the data analysed in the previous chapter.

5.1 Summary

The focus of this study was to determine the negative impact of social media marketing in
COVID19 Pandemic among online sellers of Senior High School students in Bugo CDO.

The background of this study covers how social media marketing platform became popular as
COVID19 pandemic began. It also covers the causes/ reasons on how people entered online selling.

The objectives of this study were to:

 evaluate the level of satisfactions of SHS students to the social media marketing
platform
 determine the difficulties in online selling
 determine which social media platform they prefer to use
 determine if they feel secured /safe in online selling
 determine the difficulties in online selling as a student
 determine how they deal Bogus Buyers

The research approach used in this study is Descriptive Quantitave Research. The research
population was Senior High School students who were online sellers from Bugo CDO. The sampling
method used in this study was Simple Random Probability Sampling, as it was believed that the most

important information to answer the research questions could be obtained from this sample. The
number of respondents who took part in this research was 50.

The study were conducted through the use of survey questionnaire with structured questions.
The findings of the study were presented and discussed in chapter 4 by making use of Pie graphs and
percentage.

1. How did you rate the social media platform helpful in promoting the products?

The findings of the study revealed that there are (10%) SHS students who are dissatisfied with social
media marketing platform, (16%) SHS students answered neutral, (52%) SHS students who are
satisfied with social media marketing platform, (22%) SHS students who are very satisfied with
social media marketing platform.

Majority of the respondents agreed that social media platform are helpful in promoting their products.
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2. What are the difficulties in online selling?

The findings of the study revealed that (22%) are having difficulties with attracting customers,
where (28%) answered that taking photos/videos of their products consumes much of their time,
where (24%) answered that dealing with customers is sometimes a waste of time, where (26%) are
having difficulties with thinking of a strategy to make their products sellable.

3. What social media platform you are using in selling your products?

The findings of the study revealed that (92%) SHS students were using facebook for their online
selling, where (6%) SHS students have a Shopee store, where (2%) SHS students is using Tiktok to
sell their products. Alternatively, no one has preferred using Instagram, and Lazada in selling their
products.

4. As an online seller, do you feel safe/ secured?

The findings of the research revealed that (26%) SHS students answered that they feel secured/ safe
with online selling, where (74%) SHS students answered that they don`t feel secured with online
selling since they share confidential information with the customers.

Majority of the respondents indicated that they somehow feel unsecured in online selling. Online
selling may have gave them profit or income, but they still feel unsecured specially in a matter that
requires meetup beacause their transaction online might be a scam.

5. As a student, what are the difficulties you have encountered?

The findings of this study revealed that (22%) SHS students lacks capital, where (52%) SHS students
lacks time to do both studying and online selling, where (26%) SHS students answered that online
selling affects their academic performance.

6.. How you deal with Bogus Buyers?

The findings of the study revealed that (46 %) SHS students were only disregarding them, where
(42%) SHS students were informing them about their purchases, where (8%) SHS students were
insulting the Bogus buyers due fooling them, where (4%) were victims of Bogus buyers.

5.2 Conclusion

Majority of the respondents indicated that social media is helpful in promoting their products.
Majority of the respondents are using facebook in selling their products. There are negative impacts
of social media marketing platform, social media consumes much of their time by taking pictures/
videos of their products to post in social media, and dealing with customers as well.

In social media, online sellers who were SHS students were felt unsecured since through social media
they share confidential information, through social media he/she might become a victim of scam.
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5.3 Recommendations

1. SHS students should continue in online selling as it was their main source of income.

2. Further research is recommended with the same research topic.

3. The researchers highly recommend that the future researchers to seek further information regarding
this topic. The future researchers may also use this research paper as basis for their future research
paper.
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REFERENCE

Jackie Owen (2019). 10 Disadvantages of Social Media. techjackie.com

Jason Bowden (2014). The Impact of Social Media Marketing Trends on Digital Marketing.
www.socialmediatoday.com

Manuel Fornillos (2021). COVID’s impact on social media marketing. www.agilitypr.com

https://www.studocu.com/ph/document/university-of-rizal-system/bachelor-of-arts-in-political-science/
positive-and-negative-effects-of-online-selling-as-part-time-jobs-among-selected-senior-high-school/
22135165

https://www.studocu.com/ph/document/university-of-rizal-system/business-research/researh-online-
selling/22429505

https://www.studocu.com/ph/document/negros-oriental-state-university/business-research/review-of-
related-literature/24242299
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