Final Thesis Manuscript.pdf

PAMANTASAN NG LUNGSOD NG MARIKINA CALL – OUT CULTURE AWARENESS ON CONSUMER – BRAND ENGAGEMENT AS PERCEIVED BY SELECTED STUDENTS

A Proposed Thesis to be Presented to the Faculty of the College of Arts and Sciences Education and Criminology (CASEC) Pamantasan ng Lungsod ng Marikina

In Partial Fulfillment of the Requirements for the Degree Bachelor of Arts in Communication

By: Vince C. Antiporda Lyka C. Dumaguing Kathleen Kitkat Jill M. Guillermo Ronnie Jimeno Christelle P. Madera Feleona Jo Paula B. Matol

March, 2019 COLLEGE OF ARTS AND SCIENCES

PAMANTASAN NG LUNGSOD NG MARIKINA TABLE OF CONTENTS TITLE PAGE………..…………………………………………………………….…….. i TABLE OF CONTENTS.………..……………………………………………….……. ii LIST OF FIGURES……………………………………………………………………..iii Chapter 1: INTRODUCTION Background of the Study……………………………………………………..………..….4 Review of Related Literature……………………………………………………………...6 Theoretical Framework…………………………………………………………................8 Conceptual Framework……………………………………………………………............9 Statement of the Problem………………………………………………………..…....….10 Significance of the Study………………………………………………………..…….…11 Scope and Limitation of the Study……………………………………………………….12 Definition of Terms………………………………………………………………………12 Chapter 2: METHOD Research Design……………………………………………………………….…….…...14 Respondents of the Study………………………………………………………...………14 Research Instruments………………………………………………………….………....15 Data Gathering Procedure…………………………………………………….……..…...15 Statistical Tools ………………….…..……………………………………….…….........17 REFERENCES……………………………………………………………………….....19 APPENDICES…………….…………………………………………………..……...…21 GROUP CURRICULUM….………………………………………………………… ..25

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PAMANTASAN NG LUNGSOD NG MARIKINA LIST OF FIGURES

Figure

Page

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Lasswell Communication Model ………………………………

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Research Paradigm of the Study………… …………………………...12

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PAMANTASAN NG LUNGSOD NG MARIKINA INTRODUCTION This chapter presented the introduction, background of the study, frameworks, research paradigm of the study, statement of the problem and synthesis of the related literature and studies.

Background of the Study Social media allows users to have conversations, share information and create web content. It created a significant impact on human culture and behavior throughout the years. It became an open gate for huge amount of information and entertainment wherein people share their beliefs, opinions and passions through posts, photos and shares. It used to be a harmless place of oversharing (Arsua, 2018). Moreover, from using social media new cultures emerge from these virtual communities and one of them is called the call-out culture. Call – out has many connotations but typically defined as giving grievances or denouncing someone, commonly in social media, for their actions or rhetoric that is perceived as indifferent or go against someone’s beliefs. When people call – out, they highlight and amplify bad behaviors with a purpose of informing, educating and insisting accountability. People claim that it has unfavorable influence on academic and business worlds. Euromonitor International (2018) identified call – out as one of the global consumer trends to look out for. The report explained that consumers are empowered to use social media to highlight injustice and call brands to account. Using call-out, people found an effective means to communicate to a larger audience. Whether the individual addressed by representative or

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5 PAMANTASAN NG LUNGSOD NG MARIKINA not, some of these call - out can go viral and cause a public relations issue for the

business. Calling out brands is not a new occurrence. Situations involving bad customer service and rude employees are no longer ignored. Consumers have found a way to amplify their complaints and magnify bad customer service. Kotler and Armstrong (“Integrated Marketing”, 2011) stated that modern marketing calls for more than just developing a good product and making it available to customers. Companies must also communicate with their customers, and what they communicate should take into consideration. Brands have to establish successful new forms of communication and find out the best ways to reach out to their customers. Businesses, small or big, have to rethink their strategies and must always prepare for the inevitable call – out. Brands have to understand emerging trends and phenomena so that they can utilize the best methods and modes of communication. Further, social media expanded the interaction between brands and consumers. Brands can now have an active role in shopper’s lives and consumers can participate in improving their brand experience. Consumers before purchasing a product are now increasingly relying on the opinions of others regarding a brand or product. People search the brand first, check if they have social media account, and find related posts to know other consumers personal opinions and experiences so that they will have advance knowledge about the product or service. Online reviews and recommendations from others help consumers to make the right choice in limited time. Aside from that, consumers have an impactful role in shaping the perception of a brand’s presence online (Villacorta, 2019). COLLEGE OF ARTS AND SCIENCES

6 PAMANTASAN NG LUNGSOD NG MARIKINA On the other hand, brands are now incorporating social media presence since the

popularity of social networking sites such as Facebook, Twitter, Instagram and YouTube, help brands to promote their products and build relationship with their customers. A business is given opportunities to reach current customers and potential customers through social media. This study seeks to discover the prevalence of call – out culture on social media and how it affects the consumer – brand awareness. The newness of this study lies in its aim to assess and evaluate the phenomenon affecting the practice of communication. The researchers will choose Pamantasan ng Lungsod ng Marikina, due to the reason that students are most active in social media and will help the researchers to have a better respondents and results.

Review of Related Literature Call – Out Culture: A Global Trend For brands, the increased communication opportunities using social media come at a cost: Not everything consumers say online is positive. In the past, consumers may have felt powerless to stand up to brands. However, social media amplifies and ensures that every bad, unhelpful and insensitive interaction has the potential to be seen by millions of people and can be the focus of collective outrage. Unhappy customers will voice their complaint and will share their complaints with friends and family while for customers that don’t complain they stop doing business with the brand. Sprout Social (2017) described call – out culture as an environment where customers feel empowered to speak out and express their feelings and grievances towards COLLEGE OF ARTS AND SCIENCES

7 PAMANTASAN NG LUNGSOD NG MARIKINA the behavior of brands or public figure. Social media unveils the prevalence of this

culture and how it plays out on the purchasing decisions of consumers. The report revealed that people are empowered through social media to take a stand in a face of injustice. And people will think twice about buying a brand after seeing a call – out on brand on social media. To clarify, Scott Brandt, CMO of Sprout Social mentioned that people sharing bad experiences can have an influence to shape the media cycle and stories about brand’s behaviors. Call – out shifted the power dynamics between consumers and brands. Call – out culture and social media are tools that give more power to today’s consumers and let their voices be heard online when in-person failed to do so. Call – out can be relate to Phau and Sari (Behzad, Ali, et. al, 2013) explanation about complaints because both are usually considered as negative responses from discontented people and nearly all management tries to avoid and diminish them to the lowest level. The tendency of customers to call - out depends upon the severity of the problem faced regarding the brands’ services, products, advertisement or attitude toward handling complaints. The dissatisfaction of consumers leads to switching to other brands that offer better services or stay silent and share their bad experience to their immediate social circle. The determining factors of tendency to call – out can be corresponded based on the determinants of customers’ complaint intention. Facebook Reviews Matter There are 7.6 billion people in the world and 53% of them are active social media users. Out of the 4.021 billion users, nearly 55% are on Facebook (Shaw, 2018). Facebook is the largest social media platform in the world. Because of Facebook reach and influence, consumers visit the platform to check business information and product COLLEGE OF ARTS AND SCIENCES

8 PAMANTASAN NG LUNGSOD NG MARIKINA reviews, making it the most powerful marketing tool. Companies are also able to build

their reputation by making their own profiles called ‘pages’ to communicate with their existing and new customers as never before. Facebook provides great opportunity for brands to build relationship with consumers and realize the value of brand promotion. Dunay and Krueger (Yang, 2014) stated that Facebook provides an open and transparent circumstance where information can flow freely between consumers and marketers. For instance, most consumers consider referrals from social media friends as well as other consumers’ reviews when making decision-making purchases. In a survey of BrightLocal (2018), it was revealed that 85% of consumers trust online reviews as much as their friends’ and families’ recommendations. In addition, 68% said trustworthy reviews influence their shopping decisions, while social media recommendations account for 23%. These figures prove that online reviews can influence the way a user perceives a brand — whether it’s reliable or untrustworthy. The fact is 90% of consumers tend to read online reviews before visiting a business and 88% of consumers trust online reviews as much as personal recommendation (Saleh, 2016). As much as call-out culture is concerned, online reviews somehow has a role in every consumer buying decisions. The brands on the other hand, work hard to maintain a high ranking star in reviews that is why call out culture affects the ranking of brands since the consumers or readers see a specific call out to the brand.

Theoretical Framework The researchers will be using Lasswell model of communication developed by communication theorist Harold D. Laswell in 1948. This model is also known as action COLLEGE OF ARTS AND SCIENCES

9 PAMANTASAN NG LUNGSOD NG MARIKINA model or linear model or one way model of communication regarded as one of the most

influential communication model.

Figure 1: Lasswell Communication Model

Figure 1 depicts the flow of communication wherein who or the sender formulates and spreads a message. What or the content of the message or the message that the sender spreads. The channel or the medium is/are used to convey and spread the message. To whom, describes the receiver, such as a target group or an individual. Effect is the desired result or feedback.

Conceptual Framework The study will focus on the perception of the students of Pamantasan ng Lungsod ng Marikina, SSS Campus to call-out culture awareness on consumer – brand engagement.

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PAMANTASAN NG LUNGSOD NG MARIKINA Effect (feedback)

Message Sender Consumer

Call – out about the brand

Channel

Receiver

Facebook

Brand

Brand response to the consumer and the perception of the

respondents

Figure 2: Research Paradigm of the Study

Figure 2 shows the process on how the research works. The researchers put the consumer as the source or the communicator that sends the message. The call-out of consumers are the message that is sent through the use of Facebook. Facebook is the channel used in the study since the researchers focus is the call out culture phenomena that is happening online especially in Facebook. The recipient of the message is the brands that provide an online page wherein consumers can send or give reviews about the service and product they get from brands. Consumers will receive a reply from their complaints and the response of brands may vary depending upon the complaints of consumers.

Statement of the Problem This study aims to determine the practice of call – out culture has on consumer – brand engagement from the perception of selected students.

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It seeks to find answers to the following problems. 1. What is the demographic profile of the respondents in terms of: 1.1. Program 1.2. Year Level 2. What is the level of awareness of the respondents on “call – out culture” seen on Facebook if categorized based on: 2.1. Attitude toward complaint 2.2. Prior experience 2.3. Complaint intention 3. Is there a significant relationship between the respondent’s level of awareness to call – out culture phenomenon and respondents’ profile? 4. Based on findings, what are the recommended strategies to both brands and consumers?

Significance of the Study This study aims to contribute additional information to serve the following individuals and organizations. The Researchers. This study will serve as a reference about the respondents’ perception on call – out culture on consumer – brand engagement. The Consumers. This study aims to give further information on how they will utilize online reviews to call – out brands on Facebook.

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12 PAMANTASAN NG LUNGSOD NG MARIKINA The Brands. This study may serve as a guide to view customer feedback as an

asset, improve their online marketing strategies and enhance their engagement with consumers. The School Faculty. This study may serve as a guide and reference to what kind of programs or activities will be helpful to students undertaking similar studies. The Future Researchers. This study would help the future researchers to be aware and knowledgeable about call – out culture phenomenon and use as a reference for further study.

Scope and Limitations of the Study This study will focus on assessing selected students’ awareness about call – out culture. The definition of call – out culture was clearly discussed and analyzed. The study will try to gather relevant data to assess the respondents’ awareness on call – out culture and consumer – brand engagement. Data gathering included survey questionnaire. This study will focus on the perception of selected students from College of Communication Arts and College of Science in Business Administration of Pamantasan ng Lungsod ng Marikina, SSS campus. The researchers will get their responses about their awareness on call-out culture and attitude toward complaints about brands seen on social media. The study will start on 2019 up to 2020 in Pamantasan ng Lungsod ng Marikina, particularly in SSS campus.

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PAMANTASAN NG LUNGSOD NG MARIKINA Definition of Terms Call –out culture. A social phenomenon commonly on social media, defined as publicly criticizing or denouncing something considered to be offensive or misinformed with a productive intention of informing and educating members of society. Brand Is a name given to product and/or service such that it takes on an identity by itself. Consumers. It refers to a person consuming or utilizing economic goods. Social Media Are websites and applications where users are able to create and share content or participate in social networking. Problematic. It refers to the difficulty to understand or posing a problem. Marketers. It refers to a person or an individual that promotes or sells a product or service. Engagement. The action of being involve or committed of consumer and brand to each other. Awareness. It refers to the familiarity or knowing and understanding of call – out culture on respondents.

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CHAPTER 2 Method This part of the study presents the methodology of the research. This will include the research design and methodology, research instruments, data gathering procedure and statistical treatment of data.

Research Design and Methodology This study will use descriptive design of research. The researchers will use purposive sampling technique. The researchers will gather accurate information through survey questionnaire. It is the most appropriate to use because the present study aims to determine the level of awareness of selected students regarding call out culture in consumer-brand engagement on Facebook. As Calmorin et. al (Madera, 2018) stated “Descriptive method of research tries to determine the status of condition of an event or phenomenon.” The study will be conducted in Pamantasan ng Lungsod ng Marikina, SSS campus. The researchers will use quantitative method. This method focuses on gathering numerical data and generalizing it across groups of people or to explain a particular phenomenon (Mujis, D. 2010). Polit and Hungler (1999) indicated descriptive research presents what exist and can uncover new facts and meanings. This design is an excellent way of finalizing results and proving or disproving a hypothesis (Suttleworth, 2008).

Respondents of the Study COLLEGE OF ARTS AND SCIENCES

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The respondents for this study will be the selected Communication Arts and Business Administration students under of Pamantasan ng Lungsod ng Marikina in SSS campus. The total population of College of Arts and Sciences and Business Administration students under academic year 2019 – 2020 will be as per registration records. To establish the sample size, the researchers will employ the Slovin’s formula to get the total number of respondents. The respondents to be selected will be requested to answer the survey questionnaire to be prepared by the researchers in order to determine the perception of the students regarding the call-out culture on consumer – brand engagement on Facebook.

Research Instrument The researchers will consider using survey questionnaire as the right instrument for gathering the data for the study. The questions will be based upon the statement of the problem that the researchers then it will be collected and interpreted afterwards. The researchers will be able to justify the objectives of the study by using the survey form of gathering data. The survey type of getting the data will be beneficial to the researchers to justify their objectives presented in statement of the problem of the study. These will enable the researchers to have pertinent data.

Data Gathering Procedures COLLEGE OF ARTS AND SCIENCES

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16 PAMANTASAN NG LUNGSOD NG MARIKINA The present study gathered data first on the internet where the researchers were

able to look for the different unpublished materials from the internet that helped them gather information. The researchers will ask the university registrar for the population of the students under Bachelor of Arts in Communication and Bachelor of Science in Business Administration during the A.Y. 2019-2020. The researchers will be using survey questionnaire to collect the data needed in the study. To gather the data the researchers will send a letter to the MIS office to ask permission on getting the overall population of the students needed in our survey. The researchers will analyze the collected data and information in surveys with the use of the following tools with their corresponding formulas.

Statistical Tools The researchers will use the statistical tools to analyze the gathered data. The following are the statistical tools together with their corresponding formulas that will use in this study. 1. Percentage The researchers will summarize the data through frequency counts and percentages to answer the problems of the study. The data will be analyzed using descriptive statistics in order to get the percentage. The percentagewere used to determine the profile of the respondents. The percentage was computed using the formula: P = f ⁄ n * 100 COLLEGE OF ARTS AND SCIENCES

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Where: P = Percentage n = Total no. of respondents f = Frequency 100 = Constant Factor

2. Weighted Mean The researchers will be using the weighted mean formula to answer the second statement of the problem (SOP2). WM = ∑ fx ⁄ n Where: WM = Weighted Mean ∑ = Summation of all quantities f = Frequency n = Total no. of respondents x = Scale value Descriptive Rating Scale Numerical Range

Interpretation

4.50 - 5.00

Strongly Agree

3.50 - 4.49

Moderately Agree

2.50 - 3.49

Neutral

1.50 - 2.49

Disagree

1.0 - 1.49

Strongly Disagree

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3. Pearson Product-Moment Correlation The researchers will be using Pearson’s correlation formula to determine how strong relationship between two variables.

Where: N = No. of pairs of scores xy = Sum of the products of paired scores x = Sum of x scores y = Sum of y scores = Sum of squared x scores = Sum of squared y scores

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REFERENCES Arsua, K. (2018). Has the call-out culture on social media become too toxic? - When In Manila. When In Manila. https://www.wheninmanila.com/has-the-call-outculture-on-social-media-become-too-toxic/ Halim, R. (2013). The Effect of Perception and Attitude Toward Consumer Complaint Behavior.

Journal

of

Distribution.

Retrieved

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March

2019,

from

https://www.academia.edu/11326179/The_Effect_of_Perception_and_Attitude_T oward_Consumer_Complaint_Behavior Shaw, A. (2018). Council Post: Do People Really Look At Facebook Reviews? Here's Why

It

Matters.

Forbes.com.

Retrieved

10

March

2019,

from

https://www.forbes.com/sites/forbescommunicationscouncil/2018/04/27/dopeople-really-look-at-facebook-reviews-heres-why-it-matters/#4e1d951663b7 Villacorta, D. (2019). The Reaction Roadmap: How Brands Can Thrive in Social Media’s Call-Out

Culture.

Adweek.com.

https://www.adweek.com/digital/darryl-

villacorta-sprout-social-guest-post-social-media-call-out-culture/ Yang, D. (2014). Using Facebook as For Marketing. Bachelor's Thesis, Business Information Technology, Lahti University of Applied Science. Call Out Culture Trend: are we still blowing the whistle?. (2019). Market Research Blog. Retrieved 10 March 2019, from https://blog.euromonitor.com/podcast/call-outculture-trend-blowing-whistle/ Integrated Marketing Communication Strategy from Principles of Marketing by Philip Kotler & Gary Armstrong. (2011). Multimedia Design and Communication. from COLLEGE OF ARTS AND SCIENCES

PAMANTASAN NG LUNGSOD NG MARIKINA https://mmdblogger.wordpress.com/2011/04/23/integrated-marketingcommunication-strategy-from-principles-of-marketing-by-philip-kotler-garyarmstrong/ What is call out culture? | Sprout Social. Sprout Social. Retrieved 11 March 2019, from https://sproutsocial.com/glossary/call-out-culture/

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APPENDICES

APPENDIX A: (SAMPLE REQUEST LETTER)

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APPENDIX B: (SAMPLE SURVEY LETTER) Date: __________

Dear Respondent/s:

Greetings! We are conducting a research entitled “Effect of Call-Out Culture Phenomena on Social Media” as a course requirement for the degree Bachelor of Arts in Communication.

In connection with this, we would like to ask your help to provide the necessary data for our study, please feel free to answer the questionnaires, and rest assured that all pertinent information will be treated with high confidentiality.

We would like to appreciate your assistance and support in this particular research endeavor.

Thank you very much for your cooperation.

Very truly yours,

THE RESEARCHERS

Noted by:

Dr. ALDRIN G. JADAONE (Instructor)

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PAMANTASAN NG LUNGSOD NG MARIKINA APPENDIX C: (SAMPLE SURVEY QUESTIONNAIRE) Name (optional): _______________________________________ A. Please check the box that best describe your answer. 1. Program / Course Business Administration Communication Arts 2. Year Level 1st year 2nd year 3rd year 4th year Part II. For each statement below, check the appropriate box that most represent your level of agreement. Strongly Agree = SA, Moderately Agree = MA, Neutral = N, Disagree = D, Strongly Disagree = SD. Lagyan ng Tsek (√) ang kahon na tumutugon sa iyong kasagutan. Lubos na Sumasang- ayon (LSA), Sang- ayon na Sang- ayon (SNS), Sang- ayon (S), Hindi Sumasang- ayon (HSA), Lubos na hindi Sumasang- ayon (LHS) Attitude Toward Complaint

SA (LSA)

MA (SNS)

1. I feel uncomfortable, if I do not complain directly about unsatisfactory service of the brand. 2. I feel obliged to complain on social media about unsatisfactory service of the brand. 3. People should not call – out / complain on social media that much for it happens. 4. It is unnecessary to ask for change or return, if the service is unsatisfactory 5. When I have a problem with the service of the brand, even if it is cheap, I usually complain on social media.

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N (S)

D (HSA)

SD (LHS)

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PAMANTASAN NG LUNGSOD NG MARIKINA Prior Experience

SA (LSA)

MA (SNS)

N (S)

D (HSA)

SD (LHS)

1. I complained or call – out a brand online because of unsatisfactory service or product. 2. I complained to a brand in-person because of unsatisfactory service. 3. I shared call – out post about a brand online because I experienced it myself? 4. I boycott a brand because of a call – out post towards a brand? Complaint Intention

SA (LSA

1. I call – out a brand on social media to inform others? 2. I call – out a brand on social media to raise awareness to media? 3. I call – out a brand on social media to ask for apology or solution? 4. I call – out a brand to directly on their page/website to ask for a refund or discount? 5. I call – out a brand on social media to raise awareness to other consumers?

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MA (SNS)

N (S)

D (HSA)

SD (LHS)