Effectiveness of Social Media as Marketing Tool in Gapan City, Nueva Ecija

Abstract

Social media has burgeoned throughout the years. Many people have found it convenient to use in different aspects. At the same time, the development of business owners’ strategies had grown. Business owners’ started using social media to market their products. Entrepreneurs and marketers recognize the necessity to stay up with the rapid rate of change in an era when technology is prevalent or risks being obsolete. It is nearly difficult to create a marketing plan without considering social media. Social media has risen significantly in today’s marketing mix, particularly promotion. The study conducts empirical research to determine how useful social media is as a tool for marketing, and an effort has been made to examine the degree to which social media influences customers’ purchase decisions. The instrument used by the researchers in this study is questionnaires. The researchers designed this after considering the factors. Part I contains the respondents' profiles, including their names, sex, age, and how long they use social media as their marketing tool. Part II is centered on identifying the effects of social media on their business as well as finding its weakness. Based on the findings of the response of our respondents drawn, 35 of our respondents aged 18 years old and below, with 17.5 %, chose social media as their marketing tool.

In comparison, the most significant responses over 120 of our respondents at the age of 19-30 years old, with 60% of our respondents choosing social media as their marketing tool, in addition to 45 respondents at the age of 31 and above at the percentage of 22.5 % chose social media as their marketing tool. In a total of 200 respondents. 75% of our respondents agreed that social media could be helpful as their marketing tool and make their work much more manageable, while 25% disagreed. Because of the negativity they received while using social media as a marketing tool, they could be scams, or the product they have received is not what it looks like when it is being purchased. The researchers concluded that social media is effective for marketing products that merchants want to introduce. And using social media is one of the best ways to know their product and brand. Using social media helps people to locate these sellers too.