The Impact of Using Social Media Platforms

ASIAN INSTITUTE OF COMPUTER STUDIES
Accountancy, Business and Management Strand
THE IMPACT OF USING SOCIAL MEDIA PLATFORMS

AS ONLINE MARKETING STRATEGY ON THE
SALES SUCCESS OF ONLINE SELLERS
A Thesis
Presented to
The Faculty of Senior High School (SHS)
Asian Institute of Computer Studies (AICS)
In Partial Fulfillment
of the Requirements for the
Grade 12
Coronado, Lorraine
Fajilan, Kimberly Mae M.
Lacsamana, Angel Mari G.
Pagdonsolan, Mark Jayson H.
Romano, Ericka Eve G.
June 2022
SENIOR HIGH SCHOOL DEPARTMENT

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CHAPTER I
THE PROBLEM
Introduction
A business is an organization or entity that makes a profit by selling
goods or services. It encompasses all operations including the creation,
acquisition, and sale of commodities or services for the aim of selling them for
a profit. It includes activities concerned with manufacturing, trading,
transportation, insurance, warehousing, banking and finance, and so on. Not all
businesses are successful enough to make a profit, but their primary goal is to
generate profits. Business is a way for individuals to provide goods and
services that meet the needs and wants of their customers while also making a
profit for themselves. Businesses are important not only because they provide
goods and services for consumers, but they also improve the economy and
increase job opportunities for people in society. Marketing strategy is critical
for every business because it guides the business to make accurate decisions
and take appropriate actions for the growth of the business. One proposed
marketing strategy that some businesses are working on is online marketing,
specifically social media marketing. Social media marketing is the use of social
media platforms and websites to promote a product or service.
Social media has gained remarkable attention, and as technology
advances, accessing social network sites such as Twitter, Facebook, Linked In,
Instagram and YouTube have become very affordable. With a large population

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using online marketing strategies, it has become very convenient for businesses
to reach their consumers through these platforms. Over the past decade, the
media has witnessed a huge transformation. Consumers are progressively using
social media platforms to look for information regarding various products and
services, instead of relying on traditional methods such as television, radio, and
magazines. With an ever-increasing number of internet and social media users,
it has become inevitable for major brands to understand online customer
behavior. The emergence of social media has resulted in a subsequent change
in media consumption, compelling businesses and organizations to incorporate
social media into their marketing and public relations strategies.
The use of the internet and social media has altered consumer behavior
as well as the ways in which companies conduct their business. Social and
digital marketing offer significant opportunities to organizations through lower
costs, improved brand awareness and increased sales. However, there are
significant challenges from negative electronic word-of-mouth as well as
intrusive and irritating online brand presence. Consumer complaints can now
be instantly communicated to millions of people (negative electronic word-of-
mouth), all of which can have negative consequences for the business
concerned (Ismagilova et al., 2017). Because social media is available
nationwide, different points of view can be seen and heard, and negative
feedback is also received. Through these platforms, the scope of people's
opinions on the products they review, such as blogs on YouTube, widens. And

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it would also become a bandwagon, influencing others’ judgments about the
business without truly understanding the reasons for the concerns.
Social media has become ubiquitous and is most important for social
networking, content sharing and online access. Due to its reliability,
consistency, and instantaneous features, social media opens a wide range of
opportunities for businesses, such as online marketing. Marketing that occurs
via social media is known as social media marketing. Social media marketing
is a process that empowers individuals to promote their websites, products, or
services through online social channels, as well as communicate with and tap
into a much larger community that would not have been available through
traditional advertising channels. This online marketing strategy has made it
possible for companies to reach targeted consumers easily, effectively, and
instantly. According to Eid et al. (2019), advancements in information and
communication technologies (ICTs), particularly social media, have
revolutionized the way marketing activities are carried out in the modern
world. Social media has emerged as a low-cost and efficient platform for
information exchange for all. Social media has evolved its role over time and
has proven to be a distinct and pivotal marketing tool in shaping the success of
any product, service, or business. In fact, it is clear that social media marketing
serves as an excellent foundation in the pursuit of locating customers, creating
an environment in which to engage them, and producing promoters for various
brands. And, as a result, an increasing number of businesses are incorporating

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social media into their marketing strategies in order to advertise and manage
their businesses more effectively.
The purpose of this study is to investigate the impact of using social
media platforms as an online marketing strategy on the sales success of online
sellers. This study seeks to ascertain online sellers' perceptions of social media
marketing and how it influences their business decisions. as well as provide
information on how businesses should use social media marketing to boost
their business success. Furthermore, the purpose of this research is to equip
entrepreneurs and company owners with knowledge and awareness that will aid
them in developing improvements and innovations to help them manage their
businesses more successfully. The study is interested in learning about the
positive and negative effects of social media use on business brand awareness
and customer loyalty, which relates to the research's aim of understanding the
impact of this on business revenue growth. The researchers want to
communicate this research to potential readers to provide them with excellence
and raise awareness about how social media can be highly valuable in everyday
activities, especially when conducted in a business context.
Statement of the Problem
This study aims to know the impact of using social media platforms as
online marketing strategy on the sales success of online sellers. Specifically,
this study seeks to answer the following questions.

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1. What is the profile of respondents according to their:
1.1 Gender,
1.2 Age,
1.3 Products or Services being offered,
1.4 Social Media Platform used?
2. What are the reasons why online sellers are preferring to use social media
platforms in their business?
3. What challenges do online sellers face in using social media marketing?
4. How do online sellers achieve sales success by utilizing social media
platforms as an online marketing strategy in their business?
5. What are the effects of social media marketing to the business in terms of:
5.1 Brand awareness,
5.2 Customer loyalty,
5.3 Marketing communication?
6. How does social media platforms are used as a tool for promoting the
business products or services to consumers?
Scope and Limitations
The study is about the impact of using social media platforms as an
online marketing strategy on the sales success of online sellers. This study aims
to determine and explain the benefits and challenges of performing social
media marketing to online sellers with concerned to their business sales
success. As well as to know how these factors influence online sellers in

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making business decisions. And as part of the study, the respondents are to be
interviewed and surveyed to gather data for the study. The respondents
involved will be the online sellers living in Batangas City and will have a
maximum of 30 respondents only.
Moreover, this study will not discuss other topics that are not necessarily
connected to online marketing strategy and the use of social media platforms.
Significance of the Study
The success of the study will have great importance to the following:
To the Online Sellers, the study will provide them with knowledge
about the impact of using social media platforms as an online marketing
strategy for their business that they can consider, as well as help them see the
benefits it will bring to their business's sales success. This will also inspire
them to use this type of strategy in their business and assist them in
determining what is truly the best strategy to perform to help their business
succeed.
To the Consumers, this study will raise consumer awareness about the
advantages and disadvantages of using social media platforms as an online
marketing strategy used by online sellers to help them understand the efforts
and difficulties it brings the online sellers to provide them with full satisfaction.
And these lessons will also help them decide where to buy products that will be
more convenient and satisfying to them.

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To the Future Online Sellers, they will benefit from the study because
it will inform them of the challenges they will face if they pursue this type of
online marketing strategy, as well as the benefits they can gain from it.
Furthermore, it provides them with an understanding of the strategy they will
employ to help them succeed in their business and to assist them when they
consider starting a business.
To the Present Researchers, the study will serve as a guide to provide
them a grasp of information and additional ideas they can apply to their
research. Because as researchers deepen this study, this will serve as their
opportunity to apply learnings that they gain from studying this.
To the Future Researchers, this study will help them to increase their
valuable content for future studies. This will also give enough knowledge that
will help to make this kind of study easier. The study will serve as an
inspiration and a guide, encouraging them to conduct and discover more
information about the study. This can be useful to them as a reference to
compare what other information they can provide more to their research.

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CHAPTER II
REVIEW OF RELATED LITERATURE
The researchers present the concepts which provided them with broader
knowledge about the impact of using social media platforms as online
marketing strategy on the sales success of online sellers. This chapter represent
the review of conceptual literature which has implications and relevance to the
study. It is also included the presentation of synthesis, conceptual framework,
and definition of terms used in the study.
Conceptual Literature
This part of the study includes conceptual data gathered from internet
which are used by the researchers as they all relate and further contribute to the
development of the present study.
As mentioned by Maya Dollarhide (2021), “The term social media
refers to a computer-based technology that facilitates the sharing of ideas,
thoughts, and information through virtual networks and communities. Social
media is internet-based and gives users quick electronic communication of
content, such as personal information, documents, videos, and photos. Users
engage with social media via a computer, tablet, or smartphone via web-based
software or applications”.
Social Media. Social media solely depends on mobile and web-based
technologies in order to create the opportunity of forming significantly
interactive platforms on which people and communities share, co-create,

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discuss, and modify various contents. It helps to initiate substantial and
pervasive changes to effective communication between various organizations,
communities, and people. Through the creation of virtual networks and
communities, it allows the exchange of ideas, opinions, and information. Social
media is internet-based by design, allowing people to share content quickly via
electronic means. Also, it is an excellent platform to make relations as it
enables people to meet new people, connect with friends and family, form
group of people with same interests and improve their relationship.
Social media marketing as defined by Nikhitha Babu (2021), “is the
practice of promoting products or services through the use of social media and
social networks. It facilitates companies to engage with the existing customers
and also reach new customers based on their interests and needs. Furthermore,
according to Harsh Gupta (2021), there are many different ways to perform
this kind of online marketing- from short text-based posts to long-form video
content, from images to info-graphics and more. This is done with the intention
of creating a favorable impression of a product, service or organization.”
Social Media Marketing. Social media marketing is a type of online
marketing strategy that allows online sellers to promote products and services
through social media platforms. Before, social media was mostly used to
interact with friends and family, but it was quickly adopted by businesses
searching for a new way to communicate with consumers. The goals of social
media marketing should be tightly aligned with those of the business and other

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marketing programs. The capacity to connect and exchange information with
everyone on the world, or with a large number of people at once, is the power
of social media. It is a great tool for businesses to raise awareness about their
products and expand their consumer base. Selling items and services to a new
market via social media may be a good method to start growing a client base.
Promoting items and services in this category may be done in a variety of
methods, including posting, live selling, and creating a content blog to promote
it.
As said by Steven Imke (2020), "There are many options when people
want to become an online seller. They could have their own website where they
sell niche products, that they fulfill out of their garage or self-storage unit. And
so, many individuals are convinced to start an online store after watching a few
YouTube videos where the presenter is touting that anyone can make six-
figures simply by following their n-step process. Of course, all these presenters
have a dog in the hunt and want people to subscribe to their course or buy their
software. The reality is quite different. There are no get rich quick schemes
when it comes to being an online product seller. Starting and operating an
online store and selling products online takes effort and not all product sales
will meet expectations."
In addition, Imke (2020) also added "Selling online is very doable but is
not as easy as many people would have believe. It takes lots of work finding the
right products, audience, and ad copy to make consistent sales. It requires that

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online sellers spend time managing vendors and dealing with customer service
issues. Weekends, evenings, and vacations will be gone as their business
grows. Eventually, they can expand their business so that they can hire
employees to handle much of the day-to-day activities. However, when starting
out, there will not be sufficient margins to allow them to hire employees. The
good news, however, is that unlike any regular job, they have an unlimited
upside."
Online Seller. Online sellers are people who sell products and services
online. They perform online selling in different ways like in social media or e-
commerce to effectively promote their products to their customers. Many
people now are encouraged to start a business and conduct it in online as many
transactions are now done through internet-based. Being an online seller not
only provide convenience for the sellers as many people perceives because it
takes also a lot of effort to perform it just like any other jobs. Online sellers
doing online selling gives them a wide range of scope to reach consumers and
improve brand awareness of their business. Also, through online selling, online
sellers and consumers both benefit from this kind of business and thus will
boost the growth of the business and improve strategies for online sellers.

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Synthesis
In the study of Osorio, B.R. (2017), social media continues to dominate,
but content marketing, influencer marketing, and sponsored content are on the
rise. Brands view social media—both paid and organic— as the most effective
digital channel for marketing, due to the high number of active users, the
enormous amount of time users spend using the channel, and cost efficiency.
Social media in the Philippines are used for searching and purchasing products
or services by nearly a third of the population, with Facebook as the priority
medium. Shayne Garcia, managing Director of iProspect shares, “No one can
underestimate the power of social media in the Philippines; this is where we
interact with customers, respond to their inquiries and even get real time
feedback about product quality. As consumers are deepening more and more
their footprint on social, so should marketers. Both study review the
effectiveness of social media to the business. However, the present study will
focus more on the impact of social media to the sales success of the online
sellers.
Simona Vinerean (2019) further noted that the Philippines social media
has grown at an unprecedented rate over the past couple of decades, creating
multiple opportunities for marketing in online settings. The proliferation of
social media platform helps customers become more empowered and engaged
in their product and services. Social media has developed in an essential part of

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marketing strategy for its ability to generate co-created value, to interactively
connect brands to consumers, to monitor brand-related discussions and
sentiments, to guide consumers in the decision-making process, to instigate
customer-to-customer interactions, and transform consumers into brand
advocates. To compare, both researches study the effect of social media to the
brand awareness and customer loyalty of the customers to the business. While,
in contrast, the current study will give attention not just to these but also how
this kind of strategy help online sellers to have marketing communication with
their customers.
Additionally, Aileen Jazbec (2020) stated that, with the country’s rising
middle class, a growing number of internet users (about 76 million in 2019),
and heavy online activity per user (a daily average of 9 hours and 45 minutes),
entrepreneurs are poised to reach more Filipino consumers with strategic online
marketing. About 88% of social media users in the Philippines are on
Facebook, making it an attractive platform for businesses. Social media
marketing and paid advertising can be helpful for many brands reaching out to
Filipino consumers. Both studies explain the help of social media platforms to
widely reach Filipino consumers. However, the present study will be more
focusing to the effects of these to the business.
According to Omoyza Icha (2017), social media has now crept into the
boardrooms of business organizations and just like the internet; it has
transformed the selling and buying processes. Though social media is a recent

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phenomenon, it has proven to be just as effective as or even more effective than
traditional marketing. Several organizations now struggle to have a presence in
the web in order to interface with customers far and near. Furthermore, the use
of social media by some organizations starts with simple marketing and the
creation of awareness about their products and services. However, these have
advanced to public communications and interactions with customers and other
stakeholders. The similarity between the past and present study is, they both
discusses and reviews the benefits and challenges of using social media in the
business marketing strategy. While, their difference is that the present study
will not just explain these but will also provide information about how online
sellers achieve their sales success with these factors.
Moreover, as determined by Ambrose Jagongo and Catherine Kinyua
(2018), social media platform is a new phenomenon that has changed how the
business environment operates. Businesses are able to gain access to resources
that were otherwise not available to them. It has also helped businesses to
increase their worthiness, cultivate strategic partnerships and increase their
contact with customers and suppliers. It has become important for business
owners and marketers to understand how social media platforms work as a
communication and marketing tool and how they can significantly grow their
businesses. Additionally, social media platforms allow businesses to
communicate speedily and cheaply with customers as well as allow them to
construct a database that can be used to generate business leads that may

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translate to increased sales and thus grow the business. To compare, both
studies give knowledge about the advantages of social media platforms in
business operation. While, to contrast, the present study will not just emphasize
the advantages but also the disadvantages it brings to the online sellers and also
will identify why online sellers prefer to use this kind of marketing strategy.
Meanwhile, the study conducted by Keegan and Rowley (2017) aimed
to evaluate strategies and challenges business leaders encounter when
increasing social media marketing advertising. The study implied social media
marketing is a new stage of engagement and networking requires useful
analytical tools. The lack of engagement or proper tools creates challenges for
business leaders to implement an online marketing platform. The study further
suggested new networking opportunities for marketing practitioners and
developing an online site for the organization is one of the most challenging
methods. Implementing social media marketing is a strategic decision-making
process, and marketers should engage business leaders during the development
process. The similarity of this study to the current study is that they both
explore the challenging methods of performing social media marketing for
business leaders. In contrast, the past study only clarifies the challenges and the
usefulness of social media marketing to the business leaders, while the present
study will not just deal with these but will also assess potential readers on how
social media platforms are used in the business.

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Conceptual Framework
The conceptual framework for the study makes use of the input-
process-output model to easily communicate information about the gathering of
data for the study.
Box 1. This displays the topic that the researchers are interested in
learning more about.
Box 2. This shows the process that the researchers are going to make in
order to gather data and be able to complete the research.
Box 3. This provides a result of the process, the output that the
researchers able to made to provide relevant information of the study.

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INPUT PROCESS OUTPUT
Profile of the Gathering of Creating a brochure that
respondents. information through provides information
survey questionnaires. about the impact of
Reasons on why online using social media
sellers preferred to use platforms as online
social media platforms in marketing strategy on
their business. the sales success of
online sellers.
Challenges faced by
online sellers while using
social media marketing.
Ways on how online
sellers achieve sales
success while utilizing
social media platforms as
online marketing strategy
in their business.

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Effects of social media
marketing to the
business’ brand
awareness, customer
loyalty, and marketing
communication.
Ways on how social
media platforms are used
as a tool for promoting
the business’ products or
services.
Figure 1
Research Paradigm on the study about the Impact of using Social media
Platforms as Online Marketing Strategy on the Sales Success of Online
Sellers.

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Definition of Terms
Brand awareness- is a general term that describes how familiar (aware)
consumers are with a brand or its products. This is included in the research as a
factor that influences the sales success of online sellers.
Business- refers to an organization or enterprising entity engaged in
commercial, industrial, or professional activities. In this study, business is
defined as entity that makes a profit by selling products or services.
Customer Loyalty- describes an ongoing emotional relationship
between the brand and customer, manifesting itself by how willing a customer
is to engage with and repeatedly purchase the brand versus competitors. In this
study, this is used as a factor to identify whether social media platforms are an
effective tool for the sales success of online sellers.
Electronic word of mouth (eWOM)- defined as consumers'
information sharing and exchange about a product or company via the Internet,
social media, and mobile communication. In this study, this is defined as
feedbacks that are done through the use of social media platforms.
Marketing communication- refers to the means adopted by the
companies to convey messages about the products and the brands they sell,
either directly or indirectly to the customers with the intention to persuade them
to purchase. In this study, this refers to a factor that will determine how social
media platforms helps online sellers achieve and reach their customers.

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Online marketing strategy- is a set of planned actions performed
online to reach specific business goals. In this study, this refers to the type of
marketing strategy done by online sellers to promote products or services
through online platforms.
Online seller- a person that sells products or services online.
Sales success- this is viewed as the moment a prospect has given the
business an opportunity for them to achieve their desired outcomes. In this
study, sales success is defined as the state wherein the business is able to have a
sales increase. This is also used to know if the use of social media platforms are
truly an effective tool to perform in business.
Social media- refers to the means of interactions among people in
which they create, share, and/or exchange information and ideas in virtual
communities and networks. In this study, social media is used as platforms to
conduct the business of online sellers.
Social media marketing- is the use of social media platforms and
websites to promote a product or service. In this study, social media marketing
is used as a marketing strategy for achieving sales success of online sellers.

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CHAPTER III
RESEARCH METHOD AND PROCEDURE
Research Design
The study utilizes the use of quantitative research method as research
design for the study. A quantitative research gathers quantifiable information
that can be utilized to draw statistical conclusions about a target audience
through data analysis. As a result, this kind of research is conducted using
closed-ended questions, which limits its capacity to provide unique insights.
As stated by Gigi Devault (2020), Quantitative research is the process of
gathering observable data to answer a research question using statistical,
computational, or mathematical techniques. It is often seen as more accurate or
valuable than qualitative research, which focuses on gathering non-numerical
data.
Quantitative research design is deemed to be the most appropriate in this
study as this will show how online sellers will perceived the use of social
media platforms in their business by analyzing the information collected from
the participants along with the understanding of the numerical data gathered to
the study.
Subject of the Study
The subject of the study are the online sellers who practiced using social
media platforms as their online marketing strategy in Batangas City area with
30 respondents.

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Data Gathering Instrument
A survey questionnaire will be use to gather the necessary information
for the study. It is a tool or device for securing answer to the set of questions
made and adopted by the researchers and will provide a relatively cheap, quick,
and efficient way of obtaining large amounts of information from a large
sample of people. The researchers will conduct a survey to 30 online sellers in
Batangas City who uses social media platforms in their business. This will
serve as the primary medium for the study that can help the researchers to
gather more information and ideas about this kind of online marketing strategy.
The questionnaire will be first validated by the research adviser and will be
graded based on the responses.
Construction of the Questionnaire. The survey questionnaire will
consist of items that are related to the topic and will consider the questions in
the statement of the problem of the study. The questionnaire will be
constructed through google forms for a safe and rapid dissemination of this to
the respondents.
Validation of the Questionnaire. The researchers will present and
consult the questionnaire to their research adviser for corrections and
recommendation to prepare for the distribution of this to the respondents.
Administration of the Questionnaire. After the questionnaire being
validated, the researchers will ask for assistance to their research adviser for the

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administration of the survey questionnaire to the selected participants of the
study.
Scoring of Responses
In order to obtain the score and percentage of answers from the
responses of the respondents, the researchers tallied the answers and used the
four-point scale.
Option Scale Range Verbal Interpretation
4 3.50 - .4.00 Strongly Agree
3 2.60 - 3.49 Agree
2 1.50 – 2.59 Moderately Agree
1 1.00 – 1.49 Disagree
Data Gathering Procedure
The researchers will perform different procedures to gather necessary
information for the study. First, they will list the names of the selected
respondents and interview them. After gathering the necessary information
about the respondents, survey questionnaires will be prepared. The survey
questionnaires will be first validated by the research adviser to be able to
administer it accurately to the respondents.
After the researchers have prepared all the necessary materials for the
study, they will then conduct the survey to their respondents. They will
personally administer the questionnaire to them in order to explain and clarify

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some statements so that the respondents can answer the questionnaire with full
knowledge and a better understanding of the study, which will be a great help
to the research.
When the respondents have finished answering the questionnaire, the
questionnaire will be then retrieved. After that, the researchers will cover all
the data gathered and organizes the responses to each questions. The data
collected will be tabulated, summarized, tallied, and analyzed. Finally, the data
gathered will be presented to the research adviser for the suggestions and
approval.
Statistical Treatment of Data
In order to analyze the data that the researchers will obtained, the
following statistical treatment of the data will be used.
Frequency. This will be used in distribution that provides a visual
representation for the distribution of observations within a particular test.
Percentage/Ranking. This will be used to formulate the frequencies of
given amount of the respondents through the questionnaires.
Weighted Mean. This will be used to determine the perceived answer
of the respondents referring to the use of social media platforms in business.

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CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the analysis and interpretation of data gathered
regarding to the “Impact of Using Social Media Platforms as Online Marketing
Strategy on the Sales Success of Online Sellers”.
1. Profile of the Respondents
The study looks into the profile of the respondents. This includes their
gender, age, products or services they offered, and the social media platform
they used to conduct their business.
1.1 Gender.
Gender Frequency Percentage
Male 6 20
Female 24 80
Total 30 100
It can be noticed that among the 30 respondents surveyed, most of
online sellers who practice social media marketing in their business are
domains of female online sellers with a record of 24 people or 80 percent.
Meanwhile, male online sellers are counted to 6 people only or 20 percent of
the total respondents.

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1.2 Age.
Age Frequency Percentage
16-24 26 87
25 and above 4 13
Total 30 100
This table shows that most online sellers who are engaged to using
social media platforms in their business were 16-24 years old composed of 26
or 87 percentage of total respondents, 25 years old and above composed of 4 or
13 percentage of total respondents.
1.3 Products or Services being offered.
Products or Services Frequency Percentage
Clothes 13 43
Foods 4 13
Cosmetics 5 17
Real Estate 1 3
Footwear 2 7
Crochet 1 3
Furniture 1 3

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Vape 2 7
Home care products 1 3
Total 30 100
The table shows that most online sellers offered clothes as their product
in their business with a frequency of 13 people or 43 percent of the total
respondents. Next to the most offered product is cosmetics with 5 online sellers
or 17 percent. Four online sellers or the 13 percent of the total respondents
offered foods in their business. Footwear and vape achieved the same
frequency of 2 online seller and take the same 7 percent of the total
respondents. Online sellers least offered real estate, crochet, furniture, and
home care products in their business, each only had 1 respondent or the 3
percent of the total respondents.
1.4 Social Media Platform used.
Social Media Platform Frequency Percentage
Facebook 28 93
Instagram 2 7
Total 30 100
Among the 30 respondents surveyed, most of them uses Facebook as
social media platform to use to conduct their business. Facebook have a

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frequency of 28 respondents and take the 93 percent of the total percentage of
the respondents. While, the two online sellers use Instagram in their business
with a percentage of only 7 percent of the total respondents.
Impact of Using Social Media Platforms as Online Marketing Strategy on
the Sales Success of Online Sellers
Weighted Verbal
Statements Rank
Mean Interpretation
1. The use of social media
platforms helps the
business to instantly
3.83 Strongly Agree 1
engage with customers
even from far away
places.
2. Utilizing social media
platforms in business is a
3.17 Agree 10
cheap- cost way to
conduct a business.
3. Feedbacks or electronic
word of mouth of
customers brings
challenges to online 3.40 Agree 8.5
sellers because it is easily
shared and can affect the
reputation of the business.
4. Scams are inevitable
while using social media 3.40 Agree 8.5
marketing.
5. Consumers can gradually
turn as brand advocates
through using social
media platform as online
marketing strategy in
Strongly Agree 3.5
business, as this promotes 3.67
an easy communication
between sellers and
consumers for a way to
address their concerns.
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6. Social Media Marketing

helps online sellers bring
Strongly Agree 7
full satisfaction to 3.53
customers.
7. Social media marketing
helps the business to be
3.63 Strongly Agree 5
widely known to
consumers.
8. Social media marketing
helps the business to
rapidly reach a wide 3.57 Strongly Agree 6
range of consumers
simultaneously.
9. Live selling in social
media platforms helps the
business to interactively Strongly Agree 3.5
3.67
and easily connect their
brands to consumers.
10. Posting images of the
business products or
services and creating
pages in social media Strongly Agree 2
3.77
platforms is an effective
way to promote the
business to consumers.
Composite Mean 3.56 Strongly Agree
In the first statement, most of the respondents answered Strongly Agree
with the weighted mean of 3.83 and got the first rank. In the second statement,
most of the respondents answered Agree with the weighted mean of 3.17 and
got the tenth rank. In the third statement, most of the respondents answered
Agree with the weighted mean of 3.40 and got the 8.5th rank. In the fourth
statement, most of the respondents answered Agree with the weighted mean of
3.40 and got the 8.5th rank. In the fifth statement, most of the respondents
answered Strongly Agree with the weighted mean of 3.67 and got the 3.5th
rank. In the sixth statement, most of the respondents answered Strongly Agree
xxx
with the weighted mean of 3.53 and got the seventh rank. In the seventh
statement, most of the respondents answered Strongly Agree with the weighted
mean of 3.63 and got the fifth rank. In the eight statement, most of the
respondents answered Strongly Agree with the weighted mean of 3.57 and got
the sixth rank. In the ninth statement, most of the respondents answered
Strongly Agree with the weighted mean of 3.67 and got the 3.5th rank. In the
tenth statement, most of the respondents answered Strongly Agree with the
weighted mean of 3.77 and got the second rank.
SCREENSHOT OF THE QUESTIONNAIRE
RESPONDENTS

xxxi

xxxii

xxxiii
INTERPRETATION OF DATA

xxxiv
CHAPTER V

xxxv
SUMMARY, FINDINGS, CONCLUSIONS AND
RECOMMENDATIONS
This chapter presents the summary, conclusion, and recommendation of
the present study.
Summary
This study aimed to find out the status of the respondents to the “Impact
of using Social Media Platforms as Online Marketing Strategy on the Sales
Success of Online Sellers".
Specifically, this study seeks to answer the following questions:
1. What is the profile of respondents according to their?
1.1 Gender,
1.2 Age,
1.3 Products or Services being offered,
1.4 Social Media Platform used?
2. What are the reasons why online sellers prefer to use social media platforms
in their business?
5. What are the effects of social media marketing to the business in terms of:

xxxvi
5.3 Marketing Communication?
Findings
After thorough analysis of the data gathered, the researchers arrived at
the findings enumerated below.
1. Profile of the respondents.
1.1 Gender
The study found out that among the online sellers surveyed, it is
mostly the female online sellers who use social media platforms in their
business. The female category have 24 answers and have 80% of the
total respondents. Meanwhile, there are only 6 of male online sellers
surveyed who use social media platform in their business and just take
the 20% of the total percentage of respondents.
1.2 Age
The study noticed that most online sellers who perform social
media marketing are composed of youths aging to 16-24 years old with
a percentage of 87% of the total respondents with 26 online sellers. The
25 years old and above category only takes the 13% with 4 online sellers
who answered.

xxxvii
1.3 Products or Services being offered
The study discovered that clothes are the products that are most
offered by online sellers in their social media platforms. 13 of the total
respondents answered clothes and take the 43% of the total. On the other
hand, real estate, crochet, furniture, and home care products are the least
offered products with each, have only 1 online seller who answered and
take the same 3% of the total respondents.
1.4 Social Media Platfrorm used
Among the 30 respondents surveyed, the study observed that the
social media platform, online sellers mostly used is Facebook. 28 online
sellers answered Facebook while the remaining two answered Instagram
as the social media platform they used. Facebook gained the 93% of the
total respondents and 7% for Instagram.
2. What are the reasons why online sellers prefer to use social media
platforms in their business?
It shows that online sellers are in favor of agreeing that the use of social
media platforms helps the business to instantly engage with customers even
from far away places which is why they use social media platforms in their
business, having the verbal interpretation of Strongly Agree and weighted
mean of 3.83. While, according also to the respondents, it is agreed that
another reason online sellers prefer to use social media platforms is because
utilizing social media platforms in business promotes a cheap-cost way to

xxxviii
conduct their business, having the verbal interpretation of Agree and a
weighted mean of 3.17.
The survey shows that when online sellers are engaged to using social
media marketing, feedbacks or electronic word of mouth of customers can be
serve as a challenge to them because it is easily shared and thus can affect the
reputation of the business, having a verbal interpretation of Agree with a
weighted mean of 3.40. Additionally, respondents added that scams are agreed
to be true as inevitable to happen which bring difficulty for online sellers,
having a verbal interpretation of Agree and a weighted mean of 3.40 in the
survey.
The survey revealed that online sellers are in favor that they achieved
their sales success by having many of their consumers turn as their brand
advocates through them, utilizing social media marketing in their business,
having a verbal interpretation of Strongly Agree and a weighted mean of 3.67.
While, it is also agreed that social media marketing really helps online sellers
bring full satisfaction to their customers which can lead for them to achieve
more sales in their business, having a verbal interpretation of Strongly Agree
and a weighted mean of 3.53.

xxxix
5. What are the effects of social media marketing to the business in terms
of:
5.3 Marketing Communication?
It shows that online sellers are in favor that social media marketing can
help the business to be widely known to achieve brand awareness, having a
verbal interpretation of Strongly Agree and a weighted mean of 3.63. And
according to the survey, it is agreed to be true that social media marketing for
marketing communication, it really helps the business to rapidly reach a wide
range of consumers at the same time, having a verbal interpretation of Strongly
and a weighted mean of 3.57.
The survey shows that online sellers are in favor that live selling is a one
way they can use the social media platform to promote their products or
services, having a verbal interpretation of Strongly Agree and a weighted mean
of 3.67. Meanwhile, posting images and creating pages is agreed to be another
way, online sellers can promote their business through the use of social media
platforms, having a verbal interpretation of Strongly Agree and a weighted
mean of 3.77.

xl
Conclusions
1. In the first statement, most of the respondents answered strongly agree with
the weighted mean of 3.83 and got the first rank.
2. In the second statement, most of the respondents answered agree with the
weighted mean of 3.17 and got the tenth rank.
3. In the third statement, most of the respondents answered agree with the
weighted mean of 3.40 and got the 8.5th rank.
4. In the fourth statement, most of the respondents answered agree with the
weighted mean of 3.40 and got the 8.5th rank.
5. In the fifth statement, most of the respondents answered strongly agree with
the weighted mean of 3.67 and got the 3.5th rank.
6. In the sixth statement, most of the respondents answered strongly agree with
the weighted mean of 3.53 and got the seventh rank.
7. In the seventh statement, most of the respondents answered strongly agree
with the weighted mean of 3.63 and got the fifth rank.
8. In the eight statement, most of the respondents answered strongly agree with
the weighted mean of 3.57 and got the sixth rank.
9. In the ninth statement, most of the respondents answered strongly agree with
the weighted mean of 3.67 and got the 3.5th rank.
10. In the tenth statement, most of the respondents answered strongly agree
with the weighted mean of 3.77 and got the second rank.

xli
Recommendations
1. The researchers want to suggest to online sellers who are not engaged in
using social media marketing to try to practice using social media platforms as
their marketing strategy for an easy and more convenient way to conduct their
business.
2. For online sellers who use social media marketing, the researchers want to
advise to adapt the social media platform that is mostly used by consumers to
reach more of them.
3. The researchers want to encourage online sellers to explore different social
media platforms to find out which ones can be suitable and effective platforms
for their business.
4. For further research, the researchers want to suggest to address the impact of
social media marketing to consumers to find more of the effects of it that might
influence the sales success of online sellers.
5. To future researchers,the researchers want to encourage to have a larger
participant size because it might determine a different research outcome and
could produce findings not discovered in this study.

xlii
Final Output

xliii

The Impact of Using Social Media Platforms

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ASIAN INSTITUTE OF COMPUTER STUDIES

Accountancy, Business and Management Strand

THE IMPACT OF USING SOCIAL MEDIA PLATFORMS

SENIOR HIGH SCHOOL DEPARTMENT

A business is an organization or entity that makes a profit by selling

goods or services. It encompasses all operations including the creation,

a profit. It includes activities concerned with manufacturing, trading,

generate profits. Business is a way for individuals to provide goods and

increase job opportunities for people in society. Marketing strategy is critical

marketing strategy that some businesses are working on is online marketing,

media platforms and websites to promote a product or service.

Social media has gained remarkable attention, and as technology

SENIOR HIGH SCHOOL DEPARTMENT

media has witnessed a huge transformation. Consumers are progressively using

services, instead of relying on traditional methods such as television, radio, and

magazines. With an ever-increasing number of internet and social media users,

it has become inevitable for major brands to understand online customer

behavior. The emergence of social media has resulted in a subsequent change

in media consumption, compelling businesses and organizations to incorporate

social media into their marketing and public relations strategies.

digital marketing offer significant opportunities to organizations through lower

significant challenges from negative electronic word-of-mouth as well as

be instantly communicated to millions of people (negative electronic word-of-

concerned (Ismagilova et al., 2017). Because social media is available

feedback is also received. Through these platforms, the scope of people's

SENIOR HIGH SCHOOL DEPARTMENT

it would also become a bandwagon, influencing others’ judgments about the

business without truly understanding the reasons for the concerns.

networking, content sharing and online access. Due to its reliability,

consistency, and instantaneous features, social media opens a wide range of

opportunities for businesses, such as online marketing. Marketing that occurs

is a process that empowers individuals to promote their websites, products, or

traditional advertising channels. This online marketing strategy has made it

possible for companies to reach targeted consumers easily, effectively, and

instantly. According to Eid et al. (2019), advancements in information and

communication technologies (ICTs), particularly social media, have

serves as an excellent foundation in the pursuit of locating customers, creating

an environment in which to engage them, and producing promoters for various

brands. And, as a result, an increasing number of businesses are incorporating

SENIOR HIGH SCHOOL DEPARTMENT

their businesses more effectively.

The purpose of this study is to investigate the impact of using social

media platforms as an online marketing strategy on the sales success of online

marketing and how it influences their business decisions. as well as provide

information on how businesses should use social media marketing to boost

their business success. Furthermore, the purpose of this research is to equip

them in developing improvements and innovations to help them manage their

businesses more successfully. The study is interested in learning about the

impact of this on business revenue growth. The researchers want to

communicate this research to potential readers to provide them with excellence

activities, especially when conducted in a business context.

Statement of the Problem

online marketing strategy on the sales success of online sellers. Specifically,

this study seeks to answer the following questions.

SENIOR HIGH SCHOOL DEPARTMENT

1. What is the profile of respondents according to their:

1.3 Products or Services being offered,

1.4 Social Media Platform used?

platforms in their business?

3. What challenges do online sellers face in using social media marketing?