1

IMPACT OF SOCIAL MEDIA MARKETING ON BRAND IMAGE OF FASTFOOD

CHAIN IN SARIAYA, QUEZON

A Research
Presented to the
Faculty of School of Business and Accountancy
CSTC College of Sciences Technology and Communications, Inc.

In Partial Fulfillment of the

Requirements for the Degree of
Bachelor of Science in Business Administration
Major in Marketing Management

By:

May 2022

CHAPTER I
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THE PROBLEM AND ITS BACKGROUND

Social media has become essential medium of marketing in today's business world.

Numerous industries and businesses have built a community around their brands while also

creating and fostering trusted connections. Using social media platforms demonstrates how

businesses can leverage technology to improve their reach to their audience. Social media

enhances track comments, discussions, partners, and competitors, participate in real-time

dialogues, and magnifies their own and customers' voices. Multiple businesses also use social

media to sell their products or services due to its interactive nature, speed, and cost-effectiveness

Additionally, social media marketing, notably social media fan pages as online brand

communities, has been widely acknowledged as a contemporary marketing trend in the

Philippines and elsewhere. Through the benefits of online community participation, firms may

create and sustain strong consumer-brand relationships. The fast-food industry is one of the most

active social media users for marketing purposes. Social media, indeed, significantly impact on

the growth of a brand and the ability of a business to compete effectively in the market. It is

evident that as technology advances, more and more methods for improving consumer

communication become available.

This component is clearly gaining popularity, as it enables businesses to project the

desired image in the market and maintain strong and personal interaction with their clients. The

biggest threat and misunderstanding associated with social media is the customer's availability

and unrestricted access to information. Obviously, these acts are not entirely under the firm's

control, as conditions and client reactions can be unforeseen.

However, only a small percentage of businesses utilize social media to enhance business.

The problem can be defined as the fact that some fast-food industries frequently lack the
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necessary traits to maintain sufficient contact with their customers to produce more enormous

revenues. The problem can be reformulated, as fast-food industries undervalue the importance of

social media and its pronounced impact on their revenues and reputation.

Nevertheless, there are additional social media platforms, and customer behavior may

differ based on the social media platform used. In this case, the study is essential as it examines

impact of social media marketing on the brand image of select Fast food Chain in diverse

segments and gives significant evidence for the significance of social media. Nonetheless, the

underlying flaw is that the conclusions are not generalizable across many situations, as various

fast-food industries have dissimilar purposes.

In conclusion, in today’s society, vast majority of individuals use social media

specifically for news and product or business reviews. Jollibee Foods Corporation known as

quick-service industry, and one of the most recognized and highly preferred brands, a branch of

its fast-food chain recently went viral over a fried towel incident — deep fried towels were

served to a customer instead of fried chicken. This video tweet garnered over 3,500 retweets and

6,600 likes such that the researchers want to figure out the impact of social media marketing on

brand image of Select Fast food Chain. Besides, insufficient data identifies social media as a

critical driver of a fast-food industry’s success in terms of good brand image. Further, this

research also wants investigate how social media marketing influence customers/consumers their

awareness on the brand image of the subject under study.

Setting of the Study

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Figure 1. Geographical Location of Jollibee in Sariaya, Quezon

Jollibee is one of the most recognized and highly preferred brands in the Philippines, as it

serves great tasting, high-quality and affordable food. It is located at National Hi-way, Brgy.

Población 4, Sariaya. Quezon. The founder, president, and CEO were named Tony Tan

Caktiong. This food industry is the largest and most popular fast-food restaurant in the

Philippines as such it was chosen by the researchers.

Statement of the Problem

The main purpose of this study is to distinguish the Impact of Social Media Marketing on Brand
Image of Select Fast food Chain. Specifically, this study seeks to answer the following
questions:
1. What is the demographic profile of the respondents in terms of:
1.1 Age
1.2 Sex
1.3 Civil status
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2. What is the perception of the respondents on the social media marketing of Jollibee in terms
of:
2.1 Entertainment
2.2 Trendiness
2.3 Interaction
3. What is the perception of the respondents on the brand image of Jollibee as to:
3.1 Name
3.2 Logos and designs
3.3 Distinct image and association on the minds of customers
4. Is there a significant difference between social media marketing and brand image when
profile is considered?
5. Is there any significant relationship between social media marketing and brand image?

Hypothesis of the Study

There is no any significant difference on social media marketing when profile is

considered. There is no any significant difference on brand image when profile is considered.

There is no any significant relationship between social media marketing and brand image.

Significance of the Study

In this study, researchers aim to find out the impact of Social Media Marketing on Brand

Image of Select Fast food Chain to gain further understanding of how social media marketing

can affect a firm's brand image. It might be significant to the following:

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To the managers of Jollibee, the result of this study may be used as a basis to enrich

their knowledge and understanding regarding the impact of Social media marketing on brand

image. This study may serve as a guide for stronger approaches in social media marketing.

Additionally, this study will serves as the manager’s ways and methods on how they will engage

customers.

To other business owners, the result of this work may aid other businesses in their social

media marketing efforts, and potentially support future success by having a positive brand

image.

For researchers, this study may help the researchers to be knowledgeable about the

impact of social media marketing on brand image. They can apply this research study when they

work and handling their own business in the future. Also, this will serve as their credible sources

of information and guidance if they will pursue the same study

For future researchers, the result of the study may serve as initiation for them to pursue

Inquisition parallel to the study.

Scope and Delimitation of the Study

This study only covered the perceptions of the respondents about the impact of social

media marketing on brand image of Jollibee Foods Corporation in Sariaya, Quezon. The

respondents of this study were the customers of Jollibee. , Sariaya.

Definition of Terms
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To facilitate better understanding on the study, the following terms used by the

researchers were defined contextually and operationally.

Brand is a business and marketing idea that allows consumers to identify a certain firm,

product, or person. Brands are intangible, which means they cannot be touched or seen. As a

result, they contribute to the formation of people's impressions about businesses, their goods, or

personalities. Identifying markers are often used by brands to help develop brand identities in the

marketplace. They provide great value to the firm or person, allowing them to compete with

others in the same field. As a result, many businesses seek legal protection for their brands by

registering trademarks.

Brand image is the current view of the customers about a brand.

Fast Food Chain indicates a location where consumers may order, pay for, and receive

hot or cold meals and beverages from a counter service, whether the meals and drinks will be

enjoyed on or off the premises.

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Social media are interactive technologies that make it easier to create and share content

across virtual communities and networks, including information, ideas, and other kinds of

expression. It also describes the ways in which individuals engage in online communities and

networks to produce, distribute, and/or exchange knowledge and ideas.

Social Media Marketing (sometimes referred to as digital marketing and e-marketing) is

the process of using social media to develop a company's brand, boost sales, and improve

website traffic. Social media are the websites where people create social networks and exchange

information. Social media marketing (SMM) gives businesses a method to interact with current

consumers and attract new ones. It also contains data analytics features that are specifically

designed to help marketers monitor the effectiveness of their campaigns and find new

opportunities for interaction.

CHAPTER II
RELATED LITERATURE AND RELATED STUDIES
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This chapter summarizes the pertinent literature and studies following the researchers'

exhaustive and in-depth search. The literature and studies cited in this chapter discuss many

concepts, ideas, generalizations, and findings, as well as the various developments associated

with the study from the past to the present. This document will act as a guide for the researchers

as they build the project. Additionally, the information contained in this chapter assists in

familiarizing readers with pertinent and comparable details about the current study.

Related Literature

Social Media Marketing

One of the common channels of communication that companies have recently applied in

their marketing activities is social media. According to Kim & Ko (2012). Social media can be

defined as an online application program, platform, or mass media tool that facilitates

interaction, collaboration, or content sharing between users in general. The effect of social media

on consumer’s behavior includes a wide spectrum of activities ranging from informing, sharing

ideas and attitudes to acquire awareness and understanding, and visualize post-purchase behavior

without purchasing. These practices, which express social media marketing activities, include

actions that encourage consumers to choose products and brands and that target marketing

messages to other consumers online. Businesses use social media in many ways including:

monitor conversations about their business, feedback, and drive traffic to company web site,

customer service, promotions and deals, and build community among others. The tools and

strategies for communicating with consumers have changed. Social media tools help companies

communicate with individual consumers, which can in turn help establish long-term

relationships. Social Media marketing promotes viral communications among consumers across

online communities, brand and fan pages, and promotion-related content published by

companies/organizations on prominent social networking sites like Twitter, Facebook, and

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others. It is a new generation marketing tool that uses social media to encourage customers to

pay more attention and participate more actively

Additionally, Social media marketing involves encouraging customer communications on

the company’s own website or through its social presence. Companies can utilize social media to

convey their messages to their target audience without paying for the publishers or distributors.

All forms of social media allow businesses to offer themselves or their products to dynamic

communities and individuals who may be social media marketing as a means of engagement

between the company and its existing consumers while reaching other audiences to promote

culture, values, and missions upheld by the business institution.This leads businesses to be more

interactive in marketing communications and to find innovative applications to make products

and brands more affordable through online marketing efforts via social media communication

channels.

Moreover, customers approach marketers when they require and desire information.

Social media marketing uses search engines, referrals, and Internet–pages. A marketer task is to

create content that meets customers; needs and engagement and simplify discovering information

via search engines. In line with this, people have grown more averse to advertisements. It has

grown increasingly difficult and expensive to communicate with customers via mass media.

Instead of depending on what is said on television or in newspapers, customers place a higher

premium on information provided by a friend, family member, or another consumer on social

media platforms. Furthermore, social media sites such as Facebook and Twitter let consumers

‘friend’ or ‘follow’ favorite brands and comment or post questions as a form of engagement.

Through the use of social media sites, managers can find out what is being said about a brand

and they can also connect with consumers. Consumers are able to generate new business and
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promote or help a brand by tweeting, blogging, reviewing, following, etc. Social media

marketing introduced a new concept of exponential dispersion and trust to mass communication

and mass marketing by encouraging users to share messages to personal contacts. New tools are

being produced and increased for firms as a result of this new outreach and marketing approach.

Through the development of analytic software by official social network site platforms,

social media marketers are now gaining greater and more effective knowledge social media

marketing optimizes different social media platforms at its disposal to attract interest towards its

business means by boosting brand awareness, building an online presence, driving website

traffic, and generating sales out of it. Similarly, marketings key objectives are raising brand

awareness, enhancing brand image, acquiring new customers, cultivating relationships, and

increasing brand awareness and customer engagement. Hence, developing a social media

strategy entails establishing marketing objectives, selecting the appropriate social media

platforms, and tracking desired results. According to Appel (2020), social media can be seen as

another type of digital marketing channel that marketers can use to communicate with consumers

through advertising.

Nowadays, social media is often seen as an information-sharing activity, which is often

considered an online form of word of mouth in marketing. For many organizations, businesses,

nonprofits, and governments, social media is often used in marketing, public communication,

offices, or similar departments with direct connections to customers and stakeholders. In relation

to this, Chikandiwa. (2013) described social media marketing, as a system that allows marketers

to engage, collaborate, interact, and harness collective intelligence crowdsourcing for marketing

purposes. It uses social media technologies, channels, and software to create, communicate,

deliver, and exchange offerings that have value for an organization’s stakeholders. Broad access
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to social media, low cost, and high communication efficiency make it attractive for many

companies to participate in such areas. Interacting with customers, establishing/improving

relationships with customers, collection of customer feedback, brand awareness, customer

participation, creation of communities, promoting products, increasing sales, and more targeted

customers, recognition of new business opportunities are the main outputs that companies expect

from social media. More broadly, according to (Anandaa 2016) Social media marketing is a

strategy in which marketers leverage social media technology, platforms, and software to engage

with customers and provide their products and services. The term social media marketing

strategy refers to the integrated means and sequence of actions by which a business or

organization intends to accomplish its marketing objectives and meet the needs of its target

market through the use of social media resources.

Social media marketing (SMM) is the utilization of social media and social networks by

marketing companies to boost their own products and services. It is defined in layman’s terms as

the form of marketing or attempting to sell products through social networking or in-site

platforms. Because it can easily reach targeted customers, social media marketing is proliferating

and is a new marketing trend at this time.

Social Media marketing is one of the most significant aspects in knowing the

customers perception about the brand and its characteristics. As this study intends to determine

the impact of social media marketing of brand image of fast-food Jollibee in Sariaya Quezon, it’s

important to consider their strategies and methods on how they engage the customers.
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Brand Image
According to Juneja (2015) Brand image is the current perception of the customers about

a particular brand and its products. It is defined as the aggregate of beliefs, impressions, and

ideas that the customers have regarding a certain brand that conveys emotional value and mental

upbringing. It builds value as the brand image serves to be the personality of the business and

distinguishes your company from competitors within the industry. Development of a successful

brand design has the leverage to turn traditional, ordinary customer concerns into a worth-

remembering experience deemed pleasant for the brand consumers; thereby creating a positive-

leaning brand image that emphasizes the good aspects of the product for posing clients (Brand

image develops over time. Its major concept does not necessarily involve direct sales or use by

the consumers but also considers the perceptions of the general public in terms of your offered

product or service. Hence, it would be of best interest if companies strive to improve brand

image by ensuring its uniqueness, positivity, and spontaneity (Shaw & Pahwa, 2022).

Zhang (2015) described brand image as the general perception and feeling of consumers

for a particular brand that affects consumer behavior in return. Mullan (2020) stressed the

importance of having a strong brand image by stating that the quality of product is not always the

number one reason why a consumer makes a purchase but it is the presence of brand image that

encourages the customers to stick around, make repetitive purchases, and spread the word for

your business. According to the research on (2022), more than 90% of all purchase decisions

taken by customers as of date are reliant on brand image alone and nothing else. The blog site

also proceeds to enumerate reasons of its importance by enunciating that “first impression is the

last impression” that puts creating high-quality experience right from the start is the forefront

priority to gain customer traction. It also mentions that having a good brand image boosts
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business reputation that creates a solid recognition for the brand by having a logo, name, slogan,

and visual elements that are easily familiarized and worth remembering by the public.

On the other hand, Yoo (2000) combine brand awareness and brand association into

brand image. They claimed that exposing customers to a brands information through the WOM

sources creates, modifies and strengthens the relationship between the consumer and the brand,

to result in WOM that impacts their brand association with it. The higher the consumer contact

with the brand, the stronger and more the association will be in the minds of consumers. gave

another definition of Brand Image. He stated that brand image is far more than a logo that

identifies a business, product, or service – it is an associational mix of the impressions

consumers make based on its every interaction with the brand or company. It is the process of

mutual communication between the stimulation of the brand and how consumers perceive the

brand in its entirety (Huang, 2017).

In the narrowest sense, according to Lee (2019) brand image is a mere product of

evaluation by the consumers and that the perceptions of the consumers within their memories is a

pivotal aspect of the consumer’s purchasing decisions. Moreover, Hsiang-ming et al. (2011)

emphasized that organizations deprived of strong or positive brand image tend to increase their

prospect market shares after associating themselves with other organizations that possess strong

brand image that boosts brand equity. Furthermore, based on the rightful definition provided by

Pahwa (2022) rand image is simply how customers think of a brand and it merely defines brand

image as the perception of how the brand is engraved within the mind of its consumers or

prospects. The very author then states that this brand image develops over time. Whereas,

customers form this image based on the interactions and experiences that the customers may

have first-handedly encountered or through the word of mouth by other consumers which may or
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may not involve the direct purchase or use of the brand’s products or services. Qualtrics (2022)

then proceeds to emphasize the importance of a strong brand image as the web article highlights

how the perception of a customer are primarily reliant on the interactions with the brand that may

further enhance the business results if a robust and positive brand image is embarked by a brand.

The webpage also upbrings the growth of brand image over time. However, customers may have

different opinions regarding a particular brand hence Qualtrics enunciates the importance of

maintaining a consistent brand image. It thereby suggests that businesses should spend a hefty

amount of time curating their very own brand personality, voice, and their own brand positioning

in the marketplace. In addition, Juneja (2022) supplements this already imposed prenotion of

brand image as the unique bundle of associations within the minds of the target consumers. It

then signifies what the brand currently stands for and is associated with the set of beliefs and

views held about a particular brand. Therewith, brand image is interconnected with brand

positioning as it foretells the inter-industry standings of the business in comparison to its

competitors; however, it not only conveys cognitive image through mental perception by the

customers but it also incorporates the emotional value that the brand has in relationship with its

consumers. Moreover, Abigail (2021) cited that according to the two leading branding

academics: David Aaker and Kevin Keller, the two definitions of brand image can be stated as

the set of associations relating to things such as product attributes, benefits, or price that are

organized in meaningful ways; as it similarly intends to be the perceptions about a brand

reflected as associations in the minds of the consumers.

Consumer perception of a brand is known as brand image. It may be characterized

as the way that consumers perceive the brand. This picture changes over time. Based on their

interactions and experiences with the brand, consumers create an opinion about it. These
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encounters may take many different forms and are not always connected to the usage or purchase

of goods and services. This notion is relevant in this study as this paper intends to determine the

impact of brand image to the customers of Sariaya Quezon.

Related Studies

The purpose of this paper is to examine how social media marketing, brand perception,

and motivation affect consumers' desire to buy food and beverages at the McDonald's restaurant

in Lippo St. Mark Square, Karawaci, Tangerang, Indonesia. This study used a quantitative

method by delivering questionnaires to the appropriate respondents. In this investigation, random

sampling was utilized as a sample strategy. Students from Pelita Harapan University who have

worked on the study's subject and number 270 responses make up the sample criteria. Structural

Equation Modeling is the analytical method used in this study. The findings demonstrate that H1:

There is a positive effect of social media marketing on purchase, with a C.R. of 2,413 and P of

0,016; H2: There is no positive effect of brand image on purchase intention, with a C.R. of 0,153

and P of 0,878; and H3: There is a positive effect of motivation on purchase intention, with a

C.R. of 3,282 and P of 0,001. According to the results, social media marketing and motivation

have an impact on purchase intention; however brand image has no bearing on this decision.

There are some suggestions for the owner to keep the company at that location.

In terms of the aspect of brand image, Bilgin (2018) took into matters to analyze

the effect of social media marketing activities on brand awareness, brand image, and brand

loyalty; whereas the research aimed to examine the interrelationship of the aforementioned
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variables in association with social media marketing. Thereby as the obtained data have been

analyzed through the structural equation modeling (SQM), the results enunciate that social media

marketing activities have been found as effective factors on brand image and brand loyalty,

however the most effective aftermath has been observed on the aspect of brand awareness.

Moreover, it has been further determined that brand image and brand awareness have a

significant effect towards brand loyalty yet brand awareness has a limited effect on brand image.

On the other hand, Iversen and Hem (2008) managed to give meaning to brand

image as the idea that consumer knowledge and perceptions of a brand's wide range of

products and non- product attributes make up its brand image. The brand image, which is made

up of all the defining and assessing information about the brand, conveys the personal

symbolism that people identify with it. Henceforth, in pursuance to the study conducted by Lee

et al. (2011), a study purposely intended to examine the relationship between the variance of

brand image and brand equity after a particularly when the acquirer, who happens to be

dominant, is affiliated to a weak brand image and the acquired one is attached to a stronger brand

image. The study has been designated to involve 409 responses out of its collection where 209

has been sourced to respond to the one with the weaker brand image and the remaining 200

responses were instigated for the stronger brand image. The findings then foretell that the

experimental design-nature of the study discusses results of the MANOVA and paired-sample t-

test methods show that the greater the perceived differences between the acquirers and acquired

brands, the more the brand equity of the acquirer will increase. In supplementing this, the study

also discovered that all the dimensions of brand equity for the brand with a superior image

decreases significantly .
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As for the study conducted by Mahrous and Abdelmaaboud (2016), their study

sought to bridge the existing discrepancy between the relationship of online communities and

their influence on the purchasing decisions of consumers. The authors revealed that there seems

to be limitations on the studies that examine the implications of participation in online brand

communities and consumer behavior therefore the research of Mahrous and Abdelmaaboud

intended to provide an integrated framework to test the conceptual model of which the data were

collected via survey within a Facebook page with 282 members of Egyptian telecommunication

companies that later on unveiled that all online community elements had a significant positive

influence on brand image as stated by Budiman (2021).

In relation to this, a study conducted by Kim et al. (2009) revealed that most

virtual community (VC) providers lack profitable business models thereby the challenge is to

generate and increase revenue from sources other than advertising. Hence, the study sought to

analyze how VC members decide to purchase digital items in the respective perception of the

consumers. This study, which is based on the customer value theory, evaluates six criteria across

three dimensions of customer value and looks at how they affect VC members' intentions

to buy digital goods. According to our research, the functional (i.e., digital item quality), social

(i.e., social self-image), and emotional (i.e., playfulness) value dimensions have a considerable

impact on members' purchase intentions. This study has significant ramifications for

practitioners in terms of understanding how to create a perfect atmosphere for consumers to feel

more value in their digital goods, making VC purchases more appealing. Meanwhile, Lee (2009)

conducted a study, where the results of which showed that engagement, ease of use,

trustworthiness of information, and appreciation in the community all had a strong beneficial

impact on online community loyalty. A brand community loyalty also showed a strong favorable
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influence on brand loyalty, which in turn would have a big beneficial impact on the brands

image.

On this note, online advertising has also been correlated with brand image as

previous studies have determined that a significant positive effect between online advertising and

brand image seems to exist as for the related literature cited by Budiman (2021) in the study of

the effect of social media on brand image and brand loyalty in generation Y. Relatively,

Nikhashemi et al (2013) conducted a study that aimed to examine the effectiveness of e-

advertisement on customer purchase intention where data from 570 respondents were sourced in

accordance with their previous experience on online purchasing products and services. The study

then later revealed that customers perceptions of web-based advertising can be significantly

influenced by service quality, social media, and brand recognition. Customers who are more

positive about web-based advertising (also known as &quote- advertising are therefore more

likely to intend to make an online purchase. In other words, this study unquestionably

emphasizes the usefulness of E-advertising. Additionally, the findings of this study demonstrated

that neither the effectiveness of online advertising in influencing customers intention to make a

purchase nor the customers impression of advertisements may be mediated by demographic

parameters.

Moreover, based on the literature review executed by Padival and Kenneth (2017), The

rapid growth of internet users was a contributing factor. people moving from conventional

advertising channels to online advertising. It is the ideal platform for advertising things online

and attracting clients. It's critical to identify the aspects that actually have an impact on

how effective web advertising is. This literature research was conducted to identify key attitudes

that influence customers propensity to make purchases. According to the results of the literature
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review, it was discovered that offering tailored online advertisements would improve the brand

image of the targeted market. It showed that brand image was significantly influenced favorably

by online advertising.

Similar results have also been denoted by Zourikalatehsamad et al. (2015) whereas the

purpose of the paper is to assess how online advertising affects customer buying habits in

Malaysian businesses. The paper has the capacity to develop and improve theory. During the

winter of 2014, a survey was given out to UTM students, and 160 responses were gathered. To

verify the models hypothesized linkages, regression analysis was performed. The findings of the

study then demonstrated that the predictors in the form of cost saving factor, convenience factor,

and customized product or services have a positive impact on intention to continue seeking

online advertisement or in other words, there is a positive significant relationship between online

advertising and brand image.

In creating a distinct notation on the relationship of brand loyalty and brand image

Zhang (2015) stated that customer satisfaction could be seen as the extension of customer

loyalty. According to earlier research, customer loyalty is restricted to actions that include

recurrent purchases. Customer approval of a brand, which results in continued brand purchase

behavior and generates revenues for the business, is typically the root of customer loyalty.

According to brand image literature, consumer loyalty is said to be significantly influenced by

brand perception. Positive store reputation is crucial for promoting customer loyalty in the

grocery sector. Merrilees & Fry (2002) used surveys at e-commerce enterprises to confirm

that even in the virtual setting, brand image has a lasting impact on customer loyalty

Synthesis
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In summation, a definitive interrelationship exists between brand image and its

relevance to the mechanism of social media marketing. Social media marketing has been

proven through numerous studies as an efficient medium to promote and reach the target

consumers in the avenue that suits them best: the internet. As of date, social media

marketing is truly a trendy and latest marketing scheme that a business entrepreneur can

thrive on to boost brand engagement and sales opportunity resulting in higher chances of

revenue gains. Particularly in the advert of food business as food deliveries via online

advertisements has been the common go-to culmination in times of tough weather or call

of hunger. However, in its side note, brand image can be of great benefit or of crucial

demise in terms of the social media culture. It serves as a convenient and far-reaching

approach that may entice even non-customers to try and remember the brand in times of

need; however, on the same note, negative brand image may diminish the already built

brand trust upon failure to maintain the integrity and quality of either product or service

that the business offers to its consumers. Thereby business entrepreneurs and owners

should take into consideration the hefty power of the electronic word of mouth (E-WOM)

and online advertisement to ensure that there would be a healthy relationship between

both that will guarantee better positive brand image that will be heavily beneficial to the

objectives ought to be sought by social media marketing approaches.

Conceptual Framework
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This study focused on the Impact of Social Media Marketing and its relation to Brand

Image.

INDEPENDENT DEPENDENT

Social Media Marketing Brand Image

Figure 2. Conceptual Paradigm

The figure above shows the conceptual framework of the study which used the

independent-dependent variables. Independent variable is the impact of social media marketing

in terms of entertainment, trendiness, and interaction. And the dependent variable is the brand

image of Jollibee as to name, logos and designs, distinct image and association on the minds of

customers.

CHAPTER III
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Methodology and Research Design

This chapter presents the research method used, respondents of the study, sampling

techniques used, data gathering instrument, validation of the instrument, data gathering

procedure and statistical treatment.

Method of Research Used

This study used quantitative-correlational method that involves the gathering data

through survey questionnaire as a proof in this study. The response of the respondents was used

to determine the Impact of Social Media Marketing on Brand Image.

Respondents of the Study

The respondents of the study were composed of six hundred (600) consumers of

selected fast food chain consumers from Jollibee. The researchers were selected their

respondents and came up with the total number of respondents based on their age capacity to pay

as well as the consumer’s availability during the time of the study.

Sampling Techniques

The researchers used the purposive sampling in choosing the population. The purpose

sampling is a non-random sampling of choosing the samples where the respondents of the study

are chosen based on their knowledge of the information required by the researchers

Data Gathering Instrument

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In order to gather relevant information regarding the study, the researchers prepared an

unstructured questionnaire that was divided into three (3) parts. The first part included the

demographic profile of the respondents in terms of age, sex, and civil status. The second part

included the perception of the respondents on the social media marketing of Jollibee in terms of

entertainment, trendiness, and interaction. The third part included the brand image of Jollibee as

to names, logos and designs, and distinct image and association on the minds of customers. The

respondents were guided by a rating scale of 4 – for Strongly agree; 3- for Agree; 2- for Disagree

and 1 – for Strongly disagree. The data will be tabulated and subject to statistical treatment for

analysis and interpretation of data.

Table 1. Four point scale

Scale Statistical Value Verbal Interpretation

4 3.25 - 4.00 Strongly Agree(SA)

3 2.50 – 3.24 Agree(A)

2 1.75 – 2.49 Disagree(D)

1 1.00 – 1.74 Strongly Disagree(SD)

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Validation of the Instrument

The researchers prepared unstructured questionnaire. Then it was checked by the

grammarian. After the revisions, the researchers conducted a mock of survey to different sets of

respondents.

The researchers submitted the questionnaire to the statistician to test the validity of each

questions. The statistician identified questions that require revision. The researchers repeated the

same process until all questions were considered valid.

Data Gathering Procedure

The researchers used number of procedures to ensure that the data collected were valid

and reliable. First, the researchers prepared a questionnaire in a form of a checklist that covers

all the variables included on their statement of the problem. The researchers presented it first to

their research adviser to asked for her approval.

Upon the approval, the researchers started to send the questionnaires to the messenger of

the third year college students in CSTC Sariaya, Quezon and have them answered via Google

form.

Afterwards, the researchers immediately prepared the tables relative to the presentation,

analysis, and interpretation of data that they had gathered.

 26

Statistical Treatment

The statistical treatments used in analyzing and interpreting data are as follows: (1)

Frequency Distribution and Percentage, (2) Weighted Mean, (3) Analysis of Variance, and (4)

Correlation Coefficient.

Following statistical tools will be used by the researchers to solve the problem in the study.

1. Frequency Distribution and Percentage is used to determine the proportion of

responses relative to the whole. It is used to find the proportion of respondents in

variables, such as age, sex, and civil status. This tool eventually answered statement of

the problem 1.

Formula: P=x100

Where:

P= percentage

f = frequency

N= No. of Respondents
 27

2. Weighted Mean is used for the statement of the problem number 2 and 3 which focused on

the impact of social media marketing and brand image of Jollibee.

Formula:

4 ( F ) +3 ( F ) +2 ( F ) +1(F)
WM = N

Where:

WM = weighted (item) mean

F = frequency of responses

N = total number of respondents

3. Kruskal wallis test. Analysis of Variance is used for the statement of the problem number 4

determining if there is any significant difference on social media marketing as well as brand

image when profile is considered.

4. Spearman Rho will also be used by the researchers for the statement of the problem number 5

which is to test the significant relationship between social media marketing and brand image.

n ( Ʃxy )−( Ʃx)( Ʃy)

Formula: r =
√ ¿¿

Where:
 28

r= Pearson Coefficient

n= number of the pairs of the stock

Ʃxy = sum of products of the paired stocks

Ʃx= sum of the x scores

Ʃy = sum of the y score

Ʃx 2 = sum of the squared x scores

2
Ʃy = sum of the squared y score
 29

Questionnaire

Part I. Profile of the Respondents

1. 1 Age
( ) 16-18 years old
( ) 19-21 years old
( ) 22-24 years old
( ) 25-27 years old
( ) 28-30 years old
( ) 31-33 years old
( ) 34-36 years old
( ) 37-39 years old
( ) 40-45 years old

1.2 Sex
( ) Male ( ) Female
1.3 Civil Status
( ) Single
( ) Married
( ) Others, please specify : ______

Part II.
2.1 Entertainment
Statement Strongly Agree Disagree Strongly
agree Disagree
4 3 2 1
I find Jollibee advertisement on
 30

social media entertaining

It is exciting to use Jollibee social

media

It is easy to kill time using

Jollibee social media

I find Jollibee advertisement on

social media attractive

I find the Jollibee advertisement

engaging.

Dialogue and scene in Jollibee ads

are creative.

I depend my personal choice

based on the Jollibee social media

page.

I enjoy choosing what to purchase

based on the advertisements of

Jollibee meal.

The social media activity of

Jollibee is fun

The contest shown on Jollibee’s

social media seems interesting

 31

2.2 Trendiness

Statement Strongly Agree Disagree Strongly

agree Disagree

4 3 2 1

I have a social media account

(Facebook, Twitter, Instagram, etc.

I often engage in social media

I have experienced posting about the

products or services of a business offer

I experienced taking advantage of a sale

I heard through social media

Contents shown in Jollibee’s social

media is the newest information

Using Jollibee’s social media is very

trendy

Jollibee’s social media enables

information sharing with others
Conversation or opinion exchange with
others is possible through Jollibee’s
social media

2.3 Interaction
Statement Strongly Agree Disagre Strongly
agree e Disagree
4 3 2 1
Jollibee was very responsive to my
question and concerns about the
services
Jollibee has a good customer
 32

service
Shorter than expected did Jollibee
take to address my questions and
concerns
Jollibee is convenient to your
needs
Jollibee’s service is very excellent
It is easy to deliver my personal
choices through Jollibee’s social
media
Giving feedback and reviews are
convenient using Jollibee social
media page.

Part III. Brand Image of Jollibee

3.1 Name
Statement Strongly Agree Disagre Strongly
agree e Disagree
4 3 2 1
People always aware of Jollibee
Jollibee has a rich history
Jollibee is a leading fast-food
company
Jollibee were famous for its brand
name.
Jollibee is a good representative of
the industry
I can remember the name Jollibee
often

3.2 Logos and Design

Statement Strongly Agree Disagre Strongly
agree e Disagree
4 3 2 1
The logos and aesthetics of
Jollibee suits my taste
Jollibee’s signature red motif is
the most impactful part in their
 33

brand image
I can quickly recall the symbol or
logo of Jollibee
Image and Logo of Jollibee is easy
to remember
Jollibee’s concept image involving
of a buzzing bee is it’s unique
distinction

3.3 Distinct image and association on the minds of customers

Statement Strongly Agree Disagre Strongly
agree e Disagree
4 3 2 1
The content found in Jollibee
social media seems interesting
I believe that the overall theme
and concept of Jollibee represent
our culture
It is possible to share information
with other users through Jollibee
social media
I can recognize the characteristics
of Jollibee
Jollibee's social media channels
provide interesting news feeds.
Jollibee often come up with meal
names that sounds appetizing
Utilizing Jollibee's social media is
simple.
The most recent information is
posted on the Jollibee social media
channels.

3.4 Economics Benefits

 34

Strongly Agree Disagre Strongly

Statement agree e Disagree
4 3 2 1
Their product images looks
appetizing enough that it makes
you want to try it
I found that the general concept of
Jollibee can be enjoyed by people
of all ages
I believe that Jollibee’s innovation
of zero-waste management by
using biodegradable materials can
help conserve our environment
I believe that the price range of
Jollibee suits my budget, and I can
afford it.
I have to leave a reaction
whenever I see posts about
Jollibee product coupons and deals
I have make time to carefully read
posts of the official page about Joy
reward cards

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