Participation and responses in viral advertisements in social media among college students in universities in Cavite / by Cherrylyn N. Banagbanag.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2012.Description: xi, 76 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): DDC classification:
  • 302.23 B22 2012
Online resources: Production credits:
  • College of Economics, Management and Developmental Studies (CEMDS)
Abstract: ABSTRACT BANAGBANAG, CHERRYLYN N. Participation and Responses in Viral Advertisement on Social Media among College Students in Universities in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management, major in Marketing. Cavite State University, Indang, Cavite. November 2012. Adviser: Dr. Florindo C. Ilagan. The study was conducted in different universities in Cavite to determine the relationship between the participation and responses of the college students in viral advertisement on social media. Specifically, this study aimed to determine the demographic profile of the respondents in terms of age, gender, and course, the commonly used social media sites, level of participation and degree of responsiveness. Significant relationship between age and level of participation and degree of responsiveness and between level of participation and degree of responsiveness were determined. Likewise, significant differences in the level of participation and degree of responsiveness when respondents are grouped according to gender and course were also identified. The study used survey questionnaire to gather data from 400 student— respondents. Chi-square, point biserial correlation coefficient and Spearman's rank of correlation coefficient were employed in the statistical analysis. The study found out that most of the respondents were 18 years old, female and taking up business related courses. The commonly used social media sites by the students were the Facebook, YouTube and Twitter. The respondents were sharing viral advertisement one to three times a day to one to three friends or connection. Most of the respondents prefer to share video ads, photo ads and combination of both. It was also revealed that college students were very concerned in their privacy but still have a favorable attitude towards viral advertisement on social media. The results showed that age had no significant relationship with the level of participation and the degree of responsiveness of the respondents in viral advertisement. The study also found out that there is no significant difference in the level of participation but had a significant difference in respondent's degree of responsiveness in viral advertisement on social media when grouped according to gender. Moreover, significant relationship between the level of participation and degree of responsiveness of college students in viral advertisement on social media was detected.
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Theses / Manuscripts Theses / Manuscripts Ladislao N. Diwa Memorial Library Theses Section Non-fiction 302.23 B22 2012 (Browse shelf(Opens below)) Link to resource Room use only T-4884 00000071

Theses (BSBM--Marketing Management) Cavite State University

Includes bibliographical references.

College of Economics, Management and Developmental Studies (CEMDS)

ABSTRACT
BANAGBANAG, CHERRYLYN N. Participation and Responses in Viral Advertisement on Social Media among College Students in Universities in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management, major in Marketing. Cavite State University, Indang, Cavite. November 2012. Adviser: Dr. Florindo C. Ilagan.
The study was conducted in different universities in Cavite to determine the relationship between the participation and responses of the college students in viral advertisement on social media. Specifically, this study aimed to determine the demographic profile of the respondents in terms of age, gender, and course, the commonly used social media sites, level of participation and degree of responsiveness. Significant relationship between age and level of participation and degree of responsiveness and between level of participation and degree of responsiveness were determined. Likewise, significant differences in the level of participation and degree of responsiveness when respondents are grouped according to gender and course were also identified.
The study used survey questionnaire to gather data from 400 student— respondents. Chi-square, point biserial correlation coefficient and Spearman's rank of correlation coefficient were employed in the statistical analysis.
The study found out that most of the respondents were 18 years old, female and taking up business related courses. The commonly used social media sites by the students were the Facebook, YouTube and Twitter. The respondents were sharing viral advertisement one to three times a day to one to three friends or connection. Most of the respondents prefer to share video ads, photo ads and combination of both. It was also revealed that college students were very concerned in their privacy but still have a favorable attitude towards viral advertisement on social media.
The results showed that age had no significant relationship with the level of participation and the degree of responsiveness of the respondents in viral advertisement. The study also found out that there is no significant difference in the level of participation but had a significant difference in respondent's degree of responsiveness in viral advertisement on social media when grouped according to gender. Moreover, significant relationship between the level of participation and degree of responsiveness of college students in viral advertisement on social media was detected.

Submitted to the University Library 08-04-2020 T-4884

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