Effectiveness Of Social Media Marketing.docx

EFFECTIVENESS of SOCIAL MEDIA MARKETING in ADVERTISING CAVITE REPUBLIC RESTAURANT Enrico Alfonso A. Gonzales Treston International College, School for Tourism and Hospitality Management, Philippines. <January 25, 2019>

Abstract— This research focus is about the effectiveness of social media marketing in advertising restaurants focusing on Cavite republic, the effectiveness is determined by factors upon viewing the ad if it creates brand awareness, if it attracts the audience to the establishment and if it makes the audience want to try the product. An online survey was handed out to the residents of Las pinas. Raw data was gathered and interpreted in a series of pie charts showing the response of the respondents This research shows that the advertisements of Cavite Republic are effective in capturing attention and attracting people into the establishment through photo advertisements and shows that Cavite Republic needs improvement in their video advertisements . Keywords— Social media marketing, Restaurant Advertisements, Advertising, Effectiveness of Social media marketing

I. INTRODUCTION Cavite republic is a restaurant that serves innovative Filipino dishes, according to the owner it uses the establishment as a restaurant and an events place. It is located at Trece, Cavite. Cavite Republic was established 2002. The owner first wanted to have something tangible for the owner’s catering business so the owner established the restaurant. Cavite Republic was made with the owner’s passion and desire to make a historical landmark and based its establishment into a historic place. Cavite is not known for culinary dishes so the owner wanted to Cavite to have a decent restaurant that can serve exemplary dishes that would make Cavite recognized. Cavite Republic identified this opportunity in social media and decided that it will be engaged in social media as a tool for its marketing strategies. The restaurant has two main purposes. The main objective is to create brand awareness, to make a noise in social media that their brand exist and the other one is to attract customers to the establishment and make the guests dine in the restaurant. Cavite Republic has social media accounts way back in 2002 when it was first established, but Cavite Republic’s social media marketing was not clear back then and since social media was not dominant in the market back in 2002. The restaurant started to focus on social media marketing on January 2018. “The emerging of social media technology and the popularity of social media sites stem from a simple fact that human beings are social by nature.” (Chien-Wei Chen, NaiHwa Lien, 2017) Social media has been part of daily lives as a way to connect to one another. Social media has been so popular across the globe turning it to an opportunity to become a tool for marketing.

“The Social Media applications can be engaged as marketing tools in different ways. They are low-cost yet valuable sources of “live” customer voice allowing organizations to fine-tune their marketing activities and often prevent calamities. Social Media can be also engaged as public relation and promotional tools, as instruments of customer influence. (Constantinides,(2014)

The purpose of this study is to analyse the effectiveness of the social media marketing of Cavite Republic. This research will be able to identify if the social media marketing that Cavite Republic use is effective through the respondents of this research. The inspiration of this research is because social media has been part of the daily lives and has been affecting decisions and preferences of the current market. This research was made to see how effective social media marketing is to a restaurant, thus choosing Cavite Republic as the researcher’s main focus on the research.

A. RESEARCH PROBLEM The purpose of this study is to determine “The effectiveness of Social media marketing in advertising Cavite Republic restaurant” Specifically it tries to answer the following: 1. 2. 3.

Does the social media marketing strategy of Cavite Republic increase brand awareness? Does the social media marketing strategy of Cavite Republic attract customers to the establishment? Does the social media marketing strategy of Cavite republic make their audience want to try their product?

B. RESEARCH OBJECTIVES

Having examined the problem to be investigated in the study, it is important to state the objectives of this study, hence these include: 1. 2. 3.

To determine if the social media marketing of Cavite Republic increase brand awareness To determine if the social media marketing of Cavite Republic attract customers to the establishment To determine if the social media marketing of Cavite Republic make their audience want to try their product

also focus on Laspiñas City, one of the neighbouring Cities in Cavite. The current population of Laspiñas City, Philippines is 619,662. Laspiñas City shall be the basis of respondents of the researcher given that the one of the goals of social media marketing of Cavite republic is to reach audience outside Cavite Republic’s environment The period of this study shall be within 3- 4 months as a completion of requirement for the Bachelor of Science in Hospitality and Restaurant Management course

C. HYPOTHESIS The possible outcomes of this study will include: H0-The social media marketing strategy of Cavite Republic does not create brand awareness H1- The social media marketing strategy of Cavite Republic creates brand awareness H0- The social media marketing of Cavite Republic does not attract customers to its establishment H1-The social media marketing of Cavite Republic attract customers to its establishment H0- The social media marketing of Cavite Republic does not make their audience avail their food H1- The social media marketing of Cavite Republic make their audience avail their food D. SIGNIFICANCE of the STUDY The results of this study will benefit the following: 1. Cavite Republic owner - This research will be able to help the owner of the Cavite Republic in analyzing it’s social media marketing 2. Treston International College – The result and all data gathered in this research will be available on the data base of Treston International College 3. Other restaurant owners - This research will be able to help other restaurant owners to analyze the effectiveness of social media marketing in advertising restaurants, thus the owners will be able to adapt the social media marketing strategies used by the Cavite Republic restaurant 4. Future researchers - This research will be able to help the future researchers in creating a guide of determining the effectiveness of social media marketing in advertising a restaurant E. LIMITATIONS of the STUDY The study would focus on “The effectiveness of Social media marketing in advertising Cavite Republic Restaurant” The study will focus on Facebook and Instagram as its population sample since it is the social media applications being used by the restaurant. The study will

II. REVIEW OF THE RELATED LITERATURE A. Marketing On the presentation made by Macapagal, (2016) Marketing is a process where companies create value for customers and build customer relationship in order to capture customers in return Peter Drukcer once said “The aim of marketing is to make selling unnecessary” The main goal of marketing is to create value so that the firm won’t have to put effort into selling. The concept of marketing is to make customers go to the firm. Marketing has to consider the market segmentation. Market segmentation comes in 4 different segments such as Behavioural, Demographic, Geographic and Psychographic, as for marketing it is also needs to identify the marketing mix in order to reach a specific audience. The 4p’s of Marketing is also one of the most essential and basic frameworks used in marketing B. SOCIAL MEDIA MARKETING In an article by Chien-Wei Chen, Nai-Hwa Lien, (2017) stated that People are social in nature, that people are inclined to share and collect important information. This opened the opportunity to marketing professionals embed marketing with Social media. The availability of smart phones and internet across the globe made Social media to be of our lives, on the article stated that it is practically impossible for marketers not to consider social media in formulating marketing strategies, the importance of social media m lies on its function as a platform to reach out the market. In the article made by Constantinides, (2014) Social media made the market more sophisticated, with the information and trends being available in social media it made the market difficult to persuade, influence and retain. Social media marketing has been essential in order to reach the targeted audience as it allows the marketer to read feedbacks and demand efficiently.

C. RESTAURANT MARKETING Marketing has been proven to be essential for a firm to reach its audience. Restaurants have adapted marketing in order to reach and communicate to its target market and through time developed different marketing strategies. According to the journal of Katarína Kleinováa, (2015) about Visual Merchandising and its marketing components in the restaurants in Slovakia, visuals or photos and what can be seen in the restaurant is one of the most effective way to market your product. Customers tend to be attracted in visuals such as lighting, ambiance and overall design of the establishment is one way to attract customers to your establishment which is the main goal of marketing. The taste and quality of food will always be the basis in obtaining loyal customers but restaurant marketing should not limit itself in improving the quality and taste of the food served in the restaurant, other senses such as sigh, hearing, touch and hearing could also affect the customer’s decision making Obtaining your target market is also essential in Restaurant marketing. The research made by Timilsina, (2017) states that customers choose the restaurants they dine in according to their preferences, the restaurant should identify on what segment are they marketing, Demographics such as age, gender and income level plays a big role of customers choosing your restaurant, marketers and managers of the restaurant should be able to understand different demographics have different purpose on the restaurant that they choose.

D. SOCIAL MEDIA MARKETING OF RESTAURANTS As stated on the literature on Social media marketing and its potential to reach its targeted audience, according to Seunghyun Kima, Yoon Kohb, Jaemin Chaa, Seoki Leec, (2015) despite of the adoption of social media marketing and its importance to restaurants, the restaurant industry are criticized for not understating the importance of social media marketing in raising its brand value. The journal states that the impact of social media marketing hasn’t been fully explored on how in influences the purchasing behaviour of its customers.

The research made by (Timilsina, 2017) it stated that it is important that marketers in social media of a restaurant has to understand that it is important to know the selection of what social media tool the marketers are using, it is essential that you use the most effective social media application in order to get efficient results. The research states that Facebook and Instagram has been the most effective social media tools in doing a social media marketing of a restaurant The current Social media marketing of Restaurants are more on visuals such as ads and posters some even consider videos as an effective way to market the restaurant in social media.

E. Impacts of Social media marketing to the Restaurant industry. The study made by Timilsina, (2017) states that restaurants whether small sized, medium sized or large sized are all affected by social media marketing because social media has played a vital role on the growth of company given that in the last decade, the use of social media has grown tremendously Majority of the restaurant’s customers has increased with clever use of social media. (Timilsina, 2017) The research shows that restaurants who focus more on social media marketing rather than traditional marketing had an fast result in analysing if the restaurant has delivered customer satisfaction given that social media requires minimal amount of time to reach and interact with your customer. Social media marketing also gave the opportunity to marketers of the restaurants to allot very little time and effort in publishing advertisements maximizing the efficiency of the marketing strategy of the restaurant. Social media also has a feedback feature in restaurant pages and it gave an opportunity to give restaurants fast response to the customer.

F. Synthesis of all studies reviewed The presentation made by Macapagal, (2016) shows that we have to understand marketing in general. The Marketing mix and Marketing segments in Marketing helps to understand the things needed to be considered in Marketing in order to attain its goal. Restaurants however have a pattern in their marketing strategies since they focus more on a specific market. Restaurants nowadays tend to use visuals such as photos, videos and posters since the attention span of the market is very little in seeing advertisements In the reviewed literatures it shows that social media is widely used all across the globe allowing social media marketing to take place. (Timilsina, 2017) Facebook and Instagram has been the most dominant social media networking sites making it the most efficient tool in social media marketing. Social media marketing in general has proven to be effective in reaching a specific audience Social media marketing of restaurants are in the early stages as stated by Seunghyun Kima, Yoon Kohb, Jaemin Chaa, Seoki Leec, (2015) the purchasing behaviour of customers is not yet influenced on social media marketing. However the research of Timilsina, (2017) shows that there are impacts that can be seen in social media marketing of restaurants given that it is efficient in reaching its customers rather than sticking in traditional

media. The rise use of social media has grown in significant amount allowing social media marketing of restaurants show results

Social media is the tool used in communicating and promoting with the target market. The Price, Place and Product are the contents in the advertisements in social media.

The goal of social media marketing is to create brand awareness, enhance public relations and drive sales. Facebook, Instagram and other social media platforms has influenced marketing strategies of restaurants, as the researcher goes further on this study. The researcher will be able to focus more on the social media marketing and will be able to determine the effectiveness of the current social media marketing strategies used in advertising Cavite Republic. Overall, these literatures are significant because in order to determine if the social media marketing of a restaurant is being effective the researcher needs supporting literatures about marketing and how it works focusing more on restaurant marketing and the current stage of social media marketing of the restaurant industry and how social media marketing affects the current market of the food insutry.

G. Theoretical Framework The researcher will use two (1) theoretical Framework in this research:

III. METHODOLOGY A. The Research Design In order to identify the effectiveness of Social media marketing in advertising Cavite Republic, the researcher of this study used the descriptive method, thus quantitative and qualitative in approach As choosing the descriptive method, the researcher wants detailed and accurate information collected to describe and get a better understanding of the influences of Social media marketing of restaurants such as the Cavite Republic. The researcher founded this method the most appropriate for the research because the research is meant to measure the Social media marketing in advertising Cavite Republic and this method is the most used method in a research that needs to get information without interfering and manipulating with the environment. Quantitative research tends to perform a systematic empirical investigation of an observable phenomenon through the use of statistical and mathematical techniques. Since the researcher has chosen to use this type approach, a statistical survey will be provided as an instrument of this research to gather precise and factual information from the respondents. Qualitative data was gathered with the interview to the owner of the restaurant in order to know the purpose in of their social media advertisements which became the foundations of the objectives of this research.

Fig1: 4p’s of marketing (E. Jerome McCarthy, 1960)

The 4p’s of marketing states that the 4p’s are the ingredients that combine to capture and promote a brand or product’s unique selling points, those that differentiate the brand from competitors; hence it shall consider, Place: to where shall your promotion take place, Product: to create a need satisfying in the market, Price: To consider how much will the offering charge, and Promotion: on how will it communicate with the target market about the offering. This framework is relevant to the study because social media marketing is marketing through on social media.

C. Respondents of the Study and sampling procedures B. Operational framework

INPUT  Marketing  Social media marketing  Restaurant Marketing  Social Media Marketing of Restaurants  Brand Awareness  Attracting Customers  Market segmentation  4p’s of Marketing Mix  Study of Literature  Photo Advertisements of Cavite Republic  Vide Advertisements of Cavite Republic

Process  

Online Survey Data Gathering and interpretation

The researcher of this study considered the residents of Laspiñas City as the respondents of this study comprising of 384 out of 619,662 populations. The number of respondents was based on 95 confidence level, 5% margin of error, and 619,662 populations. These people were chosen to be the respondents because Laspiñas City is one of the neighboring cities of Cavite where Cavite Republic is located. The advertisements made in social media are meant to reach the audience outside the environment of the restaurant thus making Laspiñas City qualified Facebook and Instagram is the main Social Media tool that the residents of Laspiñas use as well as in whole Philippines. You will notice that from public transportations and all public locations; people watch videos on Social Media, get updates on Social Media and message their friends and relative through Social Media The sampling was completed with Judgement or purposive sampling since the researcher chose who to participate in the survey, the participants of this survey are the ones who are residing in Laspinas and are in reach of the researcher.

D. Research instrument The researcher designed a survey questionnaire to be deployed online to the respondents 20 of these online forms was shown in person by the researcher and was filled in front of the researcher in order to ensure that the response was taken seriously. Residents of Laspiñas City will be the respondents for this research survey form. This method is the most effective in my research because it covers a lot of respondents providing variations in answers whereas social media has a vast variety of social media E. Process of Data Collection The researcher will be distributing the survey questions online with the use of Google forms application.

OUTPUT   

Effectiveness of social media marketing in advertising Cavite republic Recommendations for the restaurant Marketing literature for future researchers

Once all questionnaires are answered and collected, the application in Google will automatically tally and tabulate the information given. Tallied and tabulated results will be analyzed and interpreted by the researcher F. Procedures of Data analysis The researcher will be using the application embedded in the Google documents to analyze data gathered in the online survey.

Video information

To analyze and interpret the data tallied, tabulated and collected from the survey questionnaire, the researcher will use descriptive frequency statistics in order to convert it to a chart that can show a visual representation of the sum of the data gathered

43% Agree

Video information 39% Disagree 15% Strongly agree 3% Strongly Disagree

Descriptive frequency statistics was used as it will be able to show the frequency of the answers of the 384 qualified respondents. 164

Separate pie charts will be made for each corresponding question data collected from the survey questionnaire.

150

59 13 IV. FINDINGS A. Result Fig 2.1 Online survey Social media account chart

Social media accounts Yes

No

4%

96%

Strongly Agree

Agree

Disagree

Strongly Disagree

Figure 3 implies that after watching the video advertisements of Cavite Republic, most of the respondents agree that the video shown provide enough video information about Cavite Republic 43%. However other respondents disagree that it provides enough information about the establishment 39%. Statistics shows that the video advertisements of Cavite Republic provide information about who they are

Fig. 4 Response towards the video advertisements of Cavite Republic into creating brand awareness 55a 26 D 13 SA 2 SD

Figure 2.1 Shows that 96% of the people who reside in laspinas who received the survey has a social media account while 4% who received the survey does not have a social media account. This Chart shows that majority of the Respondents have social media accounts 96% (384 out of 401) and the 4% (17 out of 401) were not allowed to continue with the survey

Brand identity Brand identity

56% Agree 26% Disagree 13% Strongly agree 2% Strongly Disagree

Fig. 3 Response towards the video advertisements of Cavite Republic into showing information about Cavite Republic 15 SA 43 A 39D 3 DA

212 99

64 Strongly Agree

Agree

Disagree

10 Strongly Disagree

Figure 4 shows the answer of the respondents if the video shows a clear idea of who Cavite Republic is, therefore answering if it shows the Brand identity of the establishment. Data shows that most of the respondents agree that it shows brand identity 55% while other respondents disagrees that it shows it’s brand identity 26%. Statistics shows that the video advertisement of Cavite Republic creates brand awareness according to the respondents.

Fig. 5 Response after viewing the product photo advertisements of Cavite republic. 47A 26D 26 SA 1 SD

Food Ads Food Ads

Fig. 7 Response after viewing the advertisements of

physical establishment t photo Cavite republic.

Appeal of the establishment

47% Agree 26% Disagree 26% Strongly agree 1% Strongly Disagree

Appeal of the establishment 53% Agree 26% Disagree 17% Strongly agree 4% Strongly Disagree

189 102 Strongly Agree

102 Agree

Disagree

5 Strongly Disagree

Figure 5 implies that after viewing the photo advertisements of the food product of Cavite republic, most of the respondents agree that the food looks appetizing 47% and other respondents strongly agree that it is appetizing 26%. 26% of the other respondents disagree that it looks appetizing. Statistics show that the product photo advertisement of Cavite republic is appealing to the eye Fig.6

try the product try the product

53% Agree 21% Strongly Disagree 24% Strongly agree 2% Disagree

101 66 13 Strongly Agree

91

Disagree

Strongly Disagree

Figure 7 shows the response of the respondents to the 6 th question in the online survey upon viewing the photo advertisements of the physical establishment of Cavite republic “Is your first impression of the physical environment of the establishment appealing?” Data shows that most of the respondents agree that it is appealing (53%) while17 % of the respondents strongly agree however 26% of the respondents disagree that it is appealing. Statistics shows that the physical establishment advertisement of Cavite Republic is appealing to the majority of the audience

81 Agree

Agree

Attractiveness of the Ads

203

Strongly Agree

204

9 Disagree

Attractiveness of the Ads 54% Agree 23% Disagree 20% Strongly agree 3% Strongly Disagree

Strongly Disagree

Figure 6 show the response in the 4th question on the online survey “Does the photo make you want to try the product?” Majority of the respondents have agreed 53% while 24% of the respondents strongly agree that they want to try the product however 21% of the respondents Strongly disagree that after being shown the ads. This chart shows that upon viwing the product photo advertisement wanted to try the product.

206 90

76

12 Strongly Agree

Agree

Disagree

Strongly Disagree

Fig. 8 response towards the overall attractiveness of the advertisements

Figure 8 implies that majority of the respondents agree that the ads of Cavite Republic are attractive 54%. Other respondents strongly agree that it is attractive 20% however 23% of the other respondents disagree that the ads are attractive. Statistics shows that the advertisements made for and by Cavite Republic are indeed attractive

With the help of fig 7 shown above, the researcher can say that the photos shown of the establishment’s physical appearance is appealing to the respondents who have seen the ads, fig. 9 also shows that majority of the respondents agree that the advertisements capture their attention and attracts them to the establishment

Fig 9 Response towards capturing the attention of the audience and attracting them to the establishment 55A 20 D 19 SA SD6

As we can see in Fig 5 respondents also agree that the ads about the product is attractive while it may show that 1/3 of the respondents disagree to this in Fig. 6 it shows that majority of the respondents still want to try the product upon seeing the ads.

Capturing attention and attracting to the establishment Capturing attention and attracting to the establishment 55% Agree 20% Disagree 19% Strongly agree 6% Strongly Disagree

B. Recommendations / Action plan Upon analysing the data gathered, the researcher recommends Cavite Republic to create a better version of the video advertisements in order for them to have a clear version of their brand in the market thus creating a clearer brand identity. The researcher recommends that they play these videos not only in social media but also in their establishment as well

212 78

73 Strongly agree

Agree

Disagree

21 Strongly Disagree

Figure 9 Shows after seeing the ads of Cavite Republic both video and photo advertisements, majority or 55% of the respondents agree that the advertisements capture their attention and attracts them to the establishment 19% of the other respondents strongly agrees on it however 20% of the respondents disagree. Statistics shows that the ads made for and by Cavite Republic capture the audience’s attention and attract them to the establishment

V. DISCUSSION AND CONCLUSION A. Conclusion Social media have changed that market drastically; with social media being available it reshaped the market and preference of the customers, with social media being available marketers has seen an opportunity to create social media marketing. Upon analysing the data gathered majority of the respondents have agreed that the video advertisements by Cavite Republic agrees that it creates brand awareness however a lot of other respondents still disagree to it, it may indicate that the video advertisements is not powerful enough to provide enough information about who the restaurant is.

Social media marketing is changing almost every day depending on the trends being in play at the market, the researcher recommends that Cavite republic creates timeline on when to advertise in social media and how would they advertise it. It is important to follow the trends that are currently in play as to it captures the attention of the audience more, data may show that their current advertisements which are the common advertisements you see in social media are being effective right now this may change once the trend changes. Photo advertisements of the restaurant are nice as it can be seen in the data however the researcher suggests that they also create a better content about the photo, since the current advertisements of Cavite republic is about photos of the food they offer it still lacks content or information about the food they offer. The researcher thinks that providing details or information about the dish may spark more interest for their audience thus attracting them to try to product. The researcher also recommends that they have better quality photo advertisements in order to provide more details in their food and make their audience more delighted with their photo ads ACKNOWLEDGEMENT I would like to thank Mr. Francis Tolentino for giving me the opportunity to conduct this research; I would also like to thank Mr. Matthew Gotauco for guiding me through the course of this research. I would also like to thank Mr. Matt Pacumo the owner of Cavite Republic restaurant for being cooperative and open with the questions I asked and being open with ideas.

REFERENCES [1] Chen, C., & Lien, N. (2017). Social Media Marketing Effectiveness. Elsevier, 1-1. [2] Kima, S., Kohb, Y., Chaa, J., & Leec, S. (2015). Effects of social Media on firm value for US restaurant companies. Elsevier, 40-46. [3] Constantinides, E. (2014). Foundations of Social Media Marketing. Elsevier, 40-57. [4] Kleinová, K., Paluchová, J., Bercík, J., & Horská, E. (2015). Visual Merchandising and Its Marketing Components in the Chosen Restaurants in Slovakia. Elsevier, 3-10. [5] Macapagal, G. (2016.). What is marketing. Treston, 1-24. [6] Timilsina, M. (2017). Impacts of social media in restaurant businesses-. Oulu University of Applied Science, 1-55.

APPROVAL

SHEET

This Research Paper entitled EFFECTIVENESS of SOCIAL MEDIA MARKETING in ADVERTISING CAVITE REPUBLIC RESTAURANT written and submitted by: <Enrico Alfonso A. Gonzales>

As partial fulfillment of the requirements for the degree of Bachelor of Science in Hospitality Management has been examined and recommended for acceptance and approval. Oral research defense taken on ___________________________ at Treston International College, University Parkway, Bonifacio Global City

Signature of Author: ____________________________________________________ BS , <March 26, 2019>

Certified by: __________________________________________________________ <Matthew Goutaco Thesis Advisor

Accepted by: __________________________________________________________ Francis Tolentino Professor of School of Tourism and Hospitality Research Methods