KALAYAAN NATIONAL HIGH SCHOOL

Effect of Facebook App on Product

Advertising of ABM Students in

Kalayaan National High School

A research proposal presented to

Kalayaan National High School

In partial fulfillment

of the requirements for the subject

Practical Research II

Presented by:

Dela Cruz, Rowel D.

Lopez, Valerie G.

Samson, Nerrie Mae G.

Sangalang, Jhunamae A.

Presented to:

Dr. Andrelyn T. Clavero

Research Adviser

November 2019
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Chapter 1

THE PROBLEM

Background of the Study

Nowadays, we can see advertising almost everywhere around us, such as in

television, radio, newspaper, billboard, magazines and in recent time in internet

and web advertising. Advertising is the means informing as well as influencing

the potential buyer to consume a product through visual or oral communicating. It

is used to communicate business information to the present and prospective

customers, usually this will provides through information about the advertising

company.

According to (Curran, Graham & Temple, 2011), “Approaches to advertising have

changed dramatically over the past 50 years, Newspapers to mass media via

radio and cinema, from television sets to internet and e-mail. Now the next target

is insight – social networking. With advance in technology consumers are now in

control of the media message they want to become expose to. They have the

option of watching TV programs without having to view advertisements, they can

listen to radio without having to hear the advertisements, they can alter their mail

boxes so that SPAM mail goes directly to their junk folder and they can minimize

advert pop-ups when surfing online. Marketers are being forced to consider

another form of marketing that would reach target customers in a new way”.
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This advertising message is consider as an important component in advertising

communication process. It is the thought, idea, attitude, image, or other

information that the advertiser wish to convey to the target audience, on how an

advertising message is presented critically and determining its effectiveness.

In this new generation, social media is the most well-known media platform, such

as Facebook. We use Facebook for gaining popularity and to surf info among the

people or other information. For years, Facebook was disdainful of calls to

monetize its hundreds of millions user, focusing instead on adding features and

building critical mass. But today, as a public company, Facebook has been

adding advertising options at a furious pace.

Furthermore, online business man/woman also see the Facebook app as an

opportunity for their business use. They are currently using the internet as their

most valuable tool through creative advertisement of their product will speed up

adoption, because of new technique and more effective Facebook app that allow

businesses to communicate with the public.

In general marketing role of Facebook is considered with special attention to the

advertising. Advertising on Facebook is briefly introduced with possibilities of

advertising targeting and its performance.

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Statement of the Problem

The purpose of this study is to determine the effect of Facebook app on product

advertising of ABM Students in Kalayaan National High School.

1. What is the percentage of Grade 11 and 12 ABM Students who use

Facebook app as a product advertising?

2. What is the profile of the Grade 11 and 12 ABM Students in terms of:

a. Gender

b. Age

3. To what extent can Facebook app predict the use of product advertising?

Scope and Limitations of the Study

The study focused on the effect of Facebook app on product advertising of ABM

Students in Kalayaan National High School. The respondents of the study were

composed of 30 randomly selected Grade 11 and 12 ABM Students S.Y. 2019-

2020 (1st Semester). The results of this study is applicable only to the

respondents of this study and should not be used as a measure of the effect of

Facebook app on product advertising.

This research considered working on this study to find out if there’s an effect of

Facebook app on product advertising, and to assess the effectiveness of the

situation which is regards to the development especially to enhance the ability of

using Facebook app and overcome adversities.

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Significance of the Study

The findings of this study could be helpful to the following:

Students – the results of this study may encourage the students to use Facebook

app effectively, this can help them as a technique to pave the way of producing

better learning and discipline for properly using Facebook app on product

advertising.

Marketing sales person – the result of this study may provide on assessment of

the effect of Facebook app on product advertising whether it is effective or not.

This will help marketing person to use Facebook app as a new strategy to

promote their product.

Society – this research will help the society to have an easier way to search a

new product that the people want to discover through the use of Facebook app.

Future Researcher – the findings of the study will serve as a reference material

and guide for future researchers who wish to conduct the same research study or

any study related to the effect of Facebook app on product advertising.

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Chapter 2

REVIEW OF RELATED LITERATURE

This chapter includes the review of related literature, theoretical framework,

conceptual framework, research hypothesis and the definition of terms.

Facebook App

According to (Claussen, J., Kretschmer, T. & Mayrhofer, P., 2013) Facebook app

has a big benefits to us as a Facebook users. It shows that social media does not

only necessary through hard exclusion but can also be changed. The change led

to new applications with significantly higher user ratings being developed.

Ratings become more important drivers of app success, it affected by the rule:

sheer network size become a less important drivers for app success, update

frequency benefitted apps more in staying successful, and active users of

Facebook apps declined less rapidly with age.

Additionally, the study by (Ibrahim, J. et al, 2014), the usage of smartphone

applications such as Facebook has contributed enormously to especially online

business. It contribute to the development and improvement of various activity

globally. One of those activities is a day to day business such as household

selling; home based; kitchen needs and utilities, wedding door gifts and

souvenirs, flower arrangement/bouquets, artworks, cloth, scarf and varieties of

other products.
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Advertising

According to (Dawson,P.& Lamb, M.,2015), advertising is the principles on its

allocation of inventory to advertisers. It’s provides the view of the consumer and

point of planning and buying all digital media channels, and allows people to

conduct their own data’s. It provides an even more contextually targeted

advertising solution where the influence of a friend or other trusted sources,

guides the user along a path to consuming new forms of content.

Moreover, the study of (Nucci, A., 2015), the outcome of the exposed advertising

expressively affected brand image and brand equity both of which representative

pitching to an expressive alter in purchasing ambition or intention.

Theoretical Framework

Independent Variable

FACEBOOK APP

CUSTOMER DIRECT MESSAGE ADS

ENGAGEMENT (VIDEOS & PICTURES)

FACEBOOK APP
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Dependent Variable

The independent variable is Facebook app while the dependent variable is the

product advertising on our customer as the credibility, according to the study of

(Lee, D., Hosanagan, K., & Nair, H.S., 2018)., the three main features of

Facebook app such as customer engagement, direct message and ads are the

factors that affects product advertising. This study revealed that with the use of

new technology consumers are now in control of media message they want to

become exposed. We also find that inclusion of widely used content related to

brand personality-like humor and emotion- is associated with higher level of

consumer engagement (likes, comments, shares) with a message.

Conceptual Framework

Independent Variable Dependent Variable

Product
1. Profile of the respondents.
Advertising
a. Age
b. Gender

2. Percentage of students who used

Facebook app as Product
Advertising.
a. Gender
b. Year Level
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Statement of the Problem

The purpose of this study is to determine the effect of Facebook app on product

advertising of ABM Students in Kalayaan National High School.

1. What is the percentage of Grade 11 and 12 ABM Students who use

Facebook app as a product advertising?

2. What is the profile of the Grade 11 and 12 ABM Students in terms of:

c. Gender

d. Age

3. To what extent can Facebook app predict the use of product advertising?

Hypothesis

Ho: There is no significant relationship that Facebook app predict the use

of product advertising.

Definition of Terms

Advertising- the activity of profession of producing advertisements for

commercial products or services. (Oxford Dictionary)

Marketers- a person whose duties include the identification of the goods and

services desired by a set of consumers, as well as the marketing of those goods

and services on behalf of a company. (Business Dictionary)

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Communication- the imparting or exchange of information or news. (Oxford

Dictionary)

Chapter 3

RESEARCH METHODOLOGY

This chapter presents the general plan in the conduct of the study. It includes the

Research Design, Sample, Instruments, Data Collection and Procedure, and

Data Analysis.

Research design

This research study rely then correlative survey method of research with

questionnaire as the tool in gathering data. This research use this kind of

research design to represent the positive and negative effect of Facebook app on

product advertising of ABM students in Kalayaan National High School. In

addition, this research can obtain accurate and detailed information about the

existing relationship of variables.

Sample

Kalayaan National High School, Pasay City, Metro Manila is purposively selected

a sample based on their prior information that will provide the data that we need.
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All ABM students, Grade 11 and 12 in Kalayaan National High School is

purposively selected. The study will be accomplished for the school year 2019-

2020.

Research Instrument

In gathering of the data, the descriptive survey research method with

questionnaires as the major tool was utilized. The questionnaires consisted of

three parts;

Part 1 – First is about the demographic profile of the students who will be our

sample.

Part 2 A – Contains about the utilization of Facebook app on product advertising.

The scoring unit would be based on the five point Likert Scale with the

corresponding verbal interpretations and descriptions:

5 – (A) Always

4 – (VO) Very Often

3 – (O) Often

2 – (S) Seldom

1 – (N) Never

Part 2 B - Contains about the utilization of Product Advertising. The scoring unit

would be based on the five point Likert Scale with the corresponding verbal

interpretations and descriptions:

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5 – (A) Always

4 – (VO) Very Often

3 – (O) Often

2 – (S) Seldom

1 – (N) Never

Data Collection and Procedure

The researcher will seek written permission from the school principal of Kalayaan

National High School in order to conduct this research study. Researchers ask

and give permission to respondents which is the ABM students in order to inform

them that they are the one who will be our respondents to answers the questions.

Data Analysis

The analysis of the data from the survey questionnaire was treated statistically.

To define the profile of the students, descriptive statistics will be used. Data on

the respondent’s age, gender, grade level, family’s financial stability and use of

Facebook app as product advertising were tailed to get the frequencies and

percentages. To determine the utilization of Facebook app on product advertising

and utilization of product advertising mean average, variance and standard

deviation will used.

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Dear Respondents

The Researcher would like to request to request information from you

in pursuit of a research study entitled “Effect of Facebook App on Product

Advertising of ABM Students in Kalayaan National High School”. Rest assured

that your answer will be treated with utmost confidentiality. Thank you very much

for your kind attention and cooperation.

Name (Optional):

School (Optional):

Part 1: Respondents Profile:

Directions: Please check (/) the needed information as honestly as you can on

the space provided for. Kindly answer the entire item.

1. Age 2. Gender 3. Grade Level

( ) 15-17 ( ) Male ( ) 11

( ) 18-20 ( ) Female ( ) 12

( ) 21 Above

4. Family’s Financial Stability

( ) Upper Class ( ) Middle Class ( ) Lower Class

5. Use Facebook as product adverting

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( ) Yes ( ) No

Part II: Facebook App on Product Advertising

Direction: This questionnaire contains a number of statement about the

Facebook App on Product Advertising. Read each statement and then use the

scale below to point the best reflects your personal degree of agreement on the

following statement:

5- (A) Always

4- (VO) Very often

3- (O) Often

2- (S) Seldom

1- (N) Never

Facebook

5 (A) 4 (VO) 3 (O) 2 (S) 1 (N)

1. Facebook helps me to

advertise the Product

2. I watched advertise on

Facebook
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3. Facebook helps me to

provide the product I advertise

4. Facebook has a big

advantages in the seller to

advertise

5. Facebook makes my

product popular

Product Advertising

5 (A) 4 (VO) 3 (O) 2 (S) 1 (N)

1. Product will be popular with the

help of advertising.

2. Product advertising will help us

to find a capable product.

3. Advertisement make changes in

my perception

4. Advertising induce me to try the

product.

5. Product advertising has a big

advantages to the seller and

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buyer.

References

 Ibrahim,J. et al, (2014). Positive Impact of Smartphone Application:

Whatsapp & Facebook for Online business. International Journal of
Scientific and Research Publications, 4(12), P.1.
 Curran,K., Graham,S. & Temple,C.(2011). Advertising on Facebook.
International Journal of E-Business Development, 26(1), P.26-33
 Lee,D., Hosanagar, K., & Nair, H.S.(2018). Advertising Content and
Consumer Engagement on Social Media: Evidence from Facebook.
Management and Science Journal, 64(11), P.4967-5460
 Vejacka, M. (2012). Facebook Advertising and its Efficiency on the Slovak
Market, Retrieved from https:/dspace5.zcu.cz/handle/11025/17433
 Claussen,J., Kretschmer,T. & Mayrhofer,P.(2013). The Effect of
Rewarding User Engagement: The Case of Facebook Apps, Retrieved
from https:/doi.org/10.1287/isre.1120.0467.
 "How Online Social ties and Product-Related Risks Influence Purchase
Intentions: A Facebook Experiment". (2012). Retrieved from
https:/doi.org/10.1016/j.elerap.2013.03.003, 12(5), P337-346.
 "A Research on Effectiveness of Facebook Advertising on Enhancing
purchase intentiom of consumers". (2015). Retrieved from
https:/doi.org/10.1016/j.chb.2015.03.051,P.597-600.
 Tongaonkar, A.et al. (2012). Understanding Mobile App Usage Patterns
Using In-App Advertisements. Lecture Notes in Computer Science.
Volume 7799.
 Icha,Omoyza and Agwu, Edwin.(2015). Effectiveness of Social Media
Networks as a Strategic Tool for Organizational Marketing Management. J
Internet Bank Commer 2015, S2. Available at SSRN:
https:/ssrn.com/abstract=3122422.
 Wu,L. (2015). Understanding the Impact of Media Engagement on the
Perceived Value and Acceptance of Advertising Within Mobile Social
Networks, Retrieved from https:/doi.org/10.1080/15252019.2016.1160331,
P.59-73
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