THE ROLE OF SOCIAL MEDIA AS A MARKETING TOOL FOR SPA

BUSINESSES IN TARLAC CITY

A Research Study Presenter to the Faculty of the

In Partial Fulfillment of the Requirements for the course of

Proponents:

Lamigo, Jenny Rose C.

December 2024

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 Table of Contents

Chapter 1....................................................................................................................................................3

THE PROBLEM AND ITS BACKGROUND............................................................................................3

Introduction............................................................................................................................................3

Statement of the Problem........................................................................................................................6

Significance of the study........................................................................................................................6

Spa Owners..........................................................................................................................................7

Consumer.............................................................................................................................................7

Future Researchers...............................................................................................................................8

Scope and Delimitation of the Study......................................................................................................8

Chapter 2....................................................................................................................................................9

REVIEW OF RELATED LITERATURE...................................................................................................9

Foreign Literature...................................................................................................................................9

Local Literature....................................................................................................................................11

Conceptual Framework.........................................................................................................................15

Chapter 3..................................................................................................................................................17

METHODS OF STUDY AND SOURCES OF DATA..............................................................................17

Research Design...................................................................................................................................17

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Locale of the study...............................................................................................................................17

Sampling Design..................................................................................................................................17

Research Instruments............................................................................................................................18

Data Gathering Procedure.....................................................................................................................18

Data Analysis........................................................................................................................................19

Potential Ethical Issues.........................................................................................................................20

Validated Questionnaire........................................................................................................................21

References............................................................................................................................................24

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 Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Over the past 40 years, we have experienced a radical shift in how business is conducted

and how people interact. The introduction of personal computers, the Internet, and e-commerce

have had a tremendous impact on how businesses operate and market. The introduction of social

Media technology is accelerating and we can expect it to have a similar impact on businesses

now and into the future. As new technologies become available, businesses that learn to use new

technologies gain great benefits. Some of the best-known examples include technology-driven

companies such as Microsoft, eBay, Amazon and Google. In a short span of time, social media

has become one of the most loved mediums for the Indian youths today. Social Media Marketing

is the hottest new marketing concept and every business owner wants to know how social media

can generate value for their business. People are social by nature and collect or share information

that is important to them. Technology Trends and Their Impact on the E-commerce Industry

(2022) Faraz Ahmed Wajdi

Social media platforms like Facebook, Instagram, Twitter, and Pinterest are already

widely used. In today's technology-driven world, entrepreneurs and marketers must adapt to

rapid changes or risk becoming obsolete. Traditional brick-and-mortar business models are no

longer sufficient in the current market environment. Social media has become a crucial

component of modern marketing strategies, particularly in promotional efforts. Incorporating

online marketing through social media is essential for all businesses. As new technologies

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emerge, companies that adopt them can reap significant benefits. Notable examples of

technology-driven success include Microsoft, eBay, Amazon, and Google. In a relatively short

time, social media has gained immense popularity among users. Social Media Marketing has

emerged as a cutting-edge marketing tool, with business owners, entrepreneurs, and aspiring

entrepreneurs eager to understand its potential value for their ventures. Humans are inherently

social and tend to gather and share information they deem important. Social Media Marketing

involves understanding how technology facilitates social connections and how businesses can

capitalize on this knowledge. An increasing number of customers, whether for personal,

business-to-consumer, or business-to-business purposes, are integrating social media into various

aspects of their daily lives. The effects of e-commerce businesses to small-medium enterprises:

Media techniques and technology (20203) Noora Aleksandra

Before digital marketing strategies became popular, word-of-mouth marketing got the job done.

Something you may not know is that this kind of marketing is still an extremely powerful tool —

just in a different way. Although face-to-face, word-of-mouth conversation is beneficial to your

business, other people hearing about your brand and products via social media suggestions is also

extremely beneficial to your business. Considering the fact that 81 percent of people agree that

social media posts from their friends influence their purchasing decisions, “digital word-of

mouth” is highly effective. But how can your social media marketing campaigns leverage word

of-mouth marketing? By encouraging satisfied customers to leave positive reviews on your

social platforms about the products they love, other users will see that your products come highly

recommended. This kind of word-of-mouth marketing can influence over 80 percent of users in

their purchasing decision. Sam Wixted (2016)

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Moreover, technology has changed the lifestyles of individuals and has become a big part of

their daily lives. With ever-evolving technology, this has brought forth E-Commerce and altered

how businesses operate hence influences the consumer’s perception and attitude of purchasing

decisions. This leads to transformation in perception and attitude of purchasing decisions of the

consumers. The factors include convenience, mobile shopping, price sensitivity, and

relationships.

Digital marketing is now an essential component of all modern enterprises. Local businesses in

Tarlac City are the focus of the Kuya SEO agency, which is dedicated to assisting them in

thriving in the competitive world of online marketing. A digital marketing agency has years of

industry experience and provides a variety of services to satisfy the individual needs of each

business. They have all the tools required to grow your business online, from social media

management and content development to search engine optimization (SEO), pay-per-click (PPC),

and advertising.

Small to Medium Sized Enterprises (SMEs) in Barangay Sto. Domingo 1st, Sto. Rosario, and

Cubcub Capas, Tarlac struggles to sell their products solely through their physical store. As a

result, they look for ways to make their business known, grow, and generate sales. Small to

medium-sized businesses struggle to grow because they don't know how to use online platforms.

As a result, SMEs don't have many repeat or loyal customers and are only known to those in

their immediate vicinity. (Kuya SEO, 2023)

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 The study aims to investigate the role of social media as a marketing strategy for spa

businesses in Tarlac City and determine if its implementation produces any measurable impact.

Statement of the Problem

This study identifies the role of using social networking sites in promoting businesses and

the Role of Social Media as a Marketing tool for Spa Businesses.

This study aims to answer the following questions:

1.

2. What role does social media play as a marketing tool in business in terms of:

2.1. Engaging Content

2.2. Customer Feedback and Reviews

2.3 Customer Retention

Significance of the study

The research of this study may help certain group of people or just individuals, may be

able to gain the following:

Spa Owners

- This research is applicable for entrepreneurs where they can get information

about our research and to get strategies as well as the innovation of their businesses. It

will provide some knowledge on how social media can be an effective tool for their

business. Entrepreneurs can leverage this research to gain insights into effective social

media strategies and innovative approaches for their businesses. By understanding the

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 power of social media as a marketing tool, they can enhance their online presence,

engage with customers, and potentially increase their market reach. Moreover, this

knowledge can help entrepreneurs make informed decisions about allocating resources to

social media marketing and developing targeted campaigns that align with their business

goals.

Consumer

- This study may be beneficial to the consumers in helping them find out the

advantages of using social media when availing services. Also, on how reliable social

media is in purchasing their desired products. The findings of this research could

empower consumers to make more informed decisions about their online purchasing

habits and service engagements through social media platforms. By highlighting the

advantages and reliability of social media in these contexts, the study may contribute to

increased consumer confidence and potentially lead to more efficient and satisfying e-

commerce experiences. This knowledge could ultimately reshape how consumers interact

with businesses and make purchasing decisions in the digital age.

Future Researchers

- The results of this study may be used as a related literature and as a basis for

future connected studies. This research could serve as a foundation for further

investigations in related fields, potentially inspiring new hypotheses or research

questions. The findings presented here might also contribute to the development of more

comprehensive theoretical frameworks or methodologies in the subject area. Additionally,

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 future researchers may build upon this study's results to explore deeper implications or

test the generalizability of its conclusions in different contexts.

Scope and Delimitation of the Study

This Study is limited only to Tarlac City, wherein the target respondents will be the Spa

clients and potential clients where five of the major Spa businesses in Tarlac City are located and

ages 18-60 years old. This study will be conducted solely to the premises of Tarlac City.

To determine if social media networking sites have a significant impact as a marketing

tool and to successfully have the credibility to gather data and questions listed to the

questionnaire will be prepared by the proponents.

This study seeks to the Role of Social Media as Marketing tool for Spa Businesses in

Tarlac City, an area currently underrepresented in the existing literature. The sample size or data

set used in the study may also be constrained by the limitations of current research and available

resources. Given the relatively small amount of research on this subject, the findings may not be

generalizable to broader populations or contexts.

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 Chapter 2

REVIEW OF RELATED LITERATURE

Foreign Literature

According to Thammarat Marohabutr (2022) This study thus investigates local

authorities’ local policies and promotional measures concerning spa and traditional Thai massage

services serving long-stay Japanese retirees in Chiang Mai. The study adopts the qualitative

descriptive approach based on information obtained from printed and electronic documents and

semi structured in-depth interviews. Using purposive sampling, the participants consisted of

seven representatives working at the policy level from three local authorities in Chiang Mai. The

findings reveal that local policies involve reference to the Medical Hub policy and related law, as

well as policy and budget adoption from multiple streams, with no separate tasks for long-stay

Japanese retirees and law enforcement to control the service standards of spa and traditional Thai

massage services. Promotional measures include an award system to develop service standards

and adherence to regulations, a coaching system among entrepreneurs, long-stay activities, and

the adoption of the local culture and Lanna wisdom in service provision. However, several

specific promotional measures are targeted at long-stay Japanese retirees. Separate tasks and a

cross-sectional network of local authorities should be established to strengthen their roles in

serving the long-stay Japanese retirees.

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 According to Alhuda Chanitphattana (2022) The objectives of this research, International

Marketing Communications: A Case Study of Thai Spa Products and Services in the United Arab

Emirates are 1) To study marketing communication between Thailand and overseas in terms of

product export and service of spa business in the United Arab Emirates; 2) To study beliefs,

cultures, and lifestyle of the Muslim people in the United Arab Emirates; 3) To study satisfaction

and expectations of spa users in the United Arab Emirates towards product and service of Thai

spa businesses; 4) To study news exposure and social media application usage behaviors of the

spa users in the United Arab Emirates; 5) To analyze problems, restrictions and practices Thai

spa products and services in the United Arab Emirates; and 6) To analyze factors in developing

international marketing communications for Thailand in terms of Thai spa product and service

exports to the United Arab Emirates.

Social media marketing exists because of social media platform. Without the various

social media platforms, it will be impossible to undertake social media marketing. Generally,

social media marketing is defined as an advertisement on the various social media platforms. It is

a new marketing strategy that most businesses are adopting to reach their consumers on the

virtual networks. To Edward Oppong Adjei (2021), The importance of social media in business is

growing at warp speed. With more and more people joining social media sites and using them

regularly/efficiently, the social media industry is bound to become bigger in the coming years

based on the available data. Social media has changed the business landscape for almost all

businesses. In this study, the researcher reviewed past literature on the field of social media and

the impact it has on business. The definition and concept of social media marketing were all

reviewed. The researcher further reviewed social media as social media as a tool for marketing,

social media and customer relationship management as well as social media have significantly

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influenced businesses in a positive way. Most businesses in recent times do employ social media

as a tool for marketing their products and services to their customers whilst at the same time,

they do employ it maintaining communications with their customers. On social media and

customer behavior and perception, the works reviewed also indicate that business do use social

media to address any loopholes in their operations so as to prevent any negative reputation. The

researcher believes that social media would offer more opportunities to businesses and customers

in the future based on the existing data.

According to Chuleewan Praneetham (2019) The purposes of this study were 1) to

investigate the decision of foreign tourists in selecting spa service, and 2) to study marketing mix

factors (7Ps) affecting on spa service selection of foreign tourists in Koh Samui. The research

population for this research was 381,818 foreign tourists who traveled to Koh Samui, Surat Thani

province. The samples were 400 foreign tourists selected by the accidental sampling technique.

The data collection tool was the questionnaires. The reliabil-ity test of the whole questionnaire

was 0.955. The data were analyzed by fre-quency, percentage, mean, and standard deviation. The

study indicated that most respondents were females aging 30 – 39. They made their own decision

of using spa services for relaxing and anxiety reduction, without a plan in advance. The study

revealed that, in term of spa selection, the tourists mostly made a decision based on physical

evidence, followed by the staffing, price, process, marketing promotion, location or distribution

channel, and product respectively. Cleanli-ness was the highest point to influence them. The spa

room should have an aro-ma scents. Service with integrity, special fare, available for advance

booking, various levels of fare and services were also the important points for selecting spa

service.

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Local Literature

According to Elma Bubuli (2023) This study delves into the transformative journey of

Hilot, a traditional Filipino healing practice, from its roots in folk wisdom to its contemporary

manifestation as a sought-after luxury pampering experience. Employing a systematic literature

review methodology, it examines the multifaceted dimensions of Hilot's evolution. The study's

key findings unveil a remarkable narrative of Hilot's historical resilience, where it persisted

despite colonial suppression, particularly in rural and marginalized communities. Hilot emerged

as a torchbearer, preserving indigenous knowledge and historical roots. Moreover, the study

illuminates Hilot's profound cultural significance. It transcends mere healing, symbolizing the

interconnectedness of physical and spiritual well-being in Filipino culture. Hilot's pivotal role in

rituals, ceremonies, and pregnancy-related practices underscores its integration into tradition,

spirituality, and community. The study also underscores the transformative effects of

globalization and commercialization on Hilot. Once an intimate and localized practice, Hilot has

evolved into a globalized luxury pampering experience. High-end spas and resorts now offer

Hilot services as exclusive indulgences, epitomizing the intersection of traditional practices with

modern consumerism.

According to K Hinlayagan et al. (2023) The purpose of the study is to determine the

level of innovation being implemented by massage spa managers in order to attract millennials in

terms of product innovation, organizational innovation, marketing innovation, and process

innovation. This is called quantitative research using descriptive methods. The respondents were

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selected by massage spa managers who answered the distributed questionnaires. The frequency,

percentage, mean, ANOVA, and t-test were also used as statistical tools. There was a total of 15

respondents who participated in the study. The results of the study showed the following: The

level of Innovation Strategies being implemented by Massage Spa Managers in order to attract

millennials was rated very high in organizational innovation, process innovation and product

innovation and marketing innovation was rated as high. There is no significant difference in the

level of innovation strategies being implemented by massage spas in order to attract millennials

when analyzed by age, sex, educational attainment, and length of service. The discoveries of the

investigation are summed up as follows: As far as the degree of innovation strategies being

implemented by massage spas to attract millennials, it is indicated that it is always being

practiced and implemented specifically with regards to organizational innovation and process

innovation, while it is oftentimes implemented through marketing innovation and production

innovation.

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Conceptual Framework

The conceptual framework represents the relationship between the variables of the study,

this maps out how the independent variables affect the dependent variables. The conceptual

framework clears out the process of the research, identifying the priorities and organizing the

flow of the study.

 Platform Usage
 Social Media content
 Social Media Strategies

 Brand Awareness
 Customer Engagement

Role of Social Media as a Marketing Tool

Figure 1.

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Based on the figure above, it aims to assess the Role of Social Media as a Marketing Tool for Spa

Business and maps out two types of variables: Independent and Dependent. Listed below the

independent variables are the Platform Usage of the Spa Businesses along with their Social

Media Content and Strategies. Moreover, the listed dependent variables pertain to the consumers’

Brand Awareness and Customer Engagement with the business.

The independent variables such as the usage of platforms (Facebook, Instagram, TikTokss),

Social

Media Content (images, videos), and Social Media Strategies (such as paid ads, and

partnerships).

These marketing efforts influence consumers’ brand awareness about the business as well as their

engagement.

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 Chapter 3

METHODS OF STUDY AND SOURCES OF DATA

Research Design

This study uses a Quantitative approach using the Descriptive Correlational Research

Design. To conduct the study, the researchers will determine the role of social media with the (1)

Usage of Platforms, (2) Social Media Content, (3) Social Media Strategy, and how these efforts

influence (1) Brand Awareness, (2) Customer Engagement with the business. The researchers

will conduct the study in Tarlac City. The collected data from the participants will then be

analyzed using the Likert Scale.

Locale of the study

This Study will be conducted solely to Tarlac City, wherein the target respondents will be

the Spa clients and potential clients where five of the major Spa businesses in Tarlac City are

located. Ages 18-60 years old. This locale serves as the primary setting for the investigation into

the role of social media for spa sustainability.

Sampling Design

The researcher utilized the Convenience Sampling Technique to enlist participants from

spa customers, emphasizing accessibility over random selection. This approach prioritizes

individuals easily reachable by the researcher rather than selecting randomly from the larger

community. The intended number of survey respondents is 365, a figure calculated using the

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Raosoft Sample Size Calculator. To ensure the balanced representation across the selected spa,

the sample is divided with 73 participants surveyed per spa. The study specially targets the

economically active population categorizing spa customers between the ages 18 and 60. this age

range aims to gather insights from those actively involved in economic activities.

Research Instruments

A Likert Scale survey will be used to measure participants' agreement or disagreement

with statements covering diverse topics. This approach ensures swift and accurate responses,

minimizing the need for extensive contemplation by the respondent. This questionnaire is

adapted from a model paper titled ““Exploring the Role of Social Media for SMEs: As a New

Marketing Strategy Tool for the Firm Performance Perspective” uploaded by Dilhan Öztamur, Et.

al.” Drawing upon established research in the field, the questionnaire has been carefully crafted

to assess various aspects of social media in spa settings. By leveraging insights from the

reference paper, the survey instruments incorporate validated measures and relevant constructs,

ensuring robust data collection and analysis. This adaptation from a reputable source enhances

the questionnaire’s credibility and facilitates the exploration of key themes in the context of the

study.

Data Gathering Procedure

Data is gathered through a survey questionnaire which the proponents have produced. The

results will then be tallied based on the weights assigned to each response. The outcome for

interpretation and conclusion.

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Data Analysis

The Likert questionnaire, which was developed by Kensis Likert, is a tool used in

quantitative correlational analysis for measuring attitude. The Likert scale is a rating system with

5 to 7 points that describes the respondent's opinions and will ultimately be used as study data.

The primary objective of our research, "The Role of Social Media as a Marketing Tool for Spa

Businesses in Tarlac City," is to ascertain whether social media is beneficial for persuading

consumers in general to engage with their services.

Scale Mean Range Verbal Interpretation

1 1.00-1.80 Strongly Disagree

2 1.81–2.60 Disagree

3 2.61-3.40 Neither Agree or Disagree

4 3.41-4.20 Agree

5 4.21-5.00 Strongly Agree

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Potential Ethical Issues

Prior to conducting the survey, the researchers are going to ask about the respondents'

willingness to participate in the study. Information and details provided by participants will be

kept private in compliance with RA 10173.

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 Validated Questionnaire

Name: Sex:

F / M Age:

Income:

● <Php 6,500

● Php 6,501-15,000

● Php 15,001-25,000

● Php 25,001-35,000

● >Php 35000

Educational Attainment:

● College Graduate

● College Undergraduate

● High School Graduate

● High School Undergraduate

● Elementary Graduate

● Elementary Undergraduate

Which social media platforms do you frequently use?

● Facebook

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 ● Instagram

● TikTok

● Youtube

● Google

QUALITY OF CONTENT

Quality content makes an emotional connection with your audience-whether it is addressing a

pain point or helping your reader do something better. Putting out content for the sake of

content actually hurts your brand, as your audience will no longer trust you as a viable source.

STRONGLY DISAGREE NEITHER AGREE STRONGLY

DISAGREE AGREE nor AGREE

DISAGREE

QC1 I relate to the

advertisement I see on

Social Media.

QC2 I think advertisements

that lack innovation lose

the trust of the audience.

QC3 I think lucrative visual

design helps an

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 advertisement to stand out

on Social Media.

QC4 I feel that viral marketing

is effective for Social

Media Marketing.

FREQUENCY OF VISIT

Frequency of visit is how often people visit your site and how long they wait between two visits

can help to gauge visitor loyalty and to uncover the behavioral trends distinguishing frequent

users from occasional ones.

STRONGLY DISAGREE NEITHER AGREE STRONGLY

DISAGREE AGREE nor AGREE

DISAGREE

FV1 I spend most of my

leisure time on social

media.

FV2 Checking social media is

the last thing I do before

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 going to bed.

FV3 I frequently visit those

pages which update their

information regularly

based on new or changed

offers.

FV4 Loyalty of a customer lies

on the frequent visit to the

social media page.

CUSTOMER ENGAGEMENT

Social media technologies have changed the nature of interactions between customers and

companies, engendering radically new ways of interacting and, essentially, revolutionizing

marketing. This revolution centers on the fact that current and potential customers are using

social media to engage both companies and other consumers about products and services.

STRONGLY DISAGREE NEITHER AGREE STRONGLY

DISAGREE AGREE nor AGREE

DISAGREE

CE1
Daily posting of the

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 products helps me for

better brand recognition.

CE2 Visual representations

like pictures and videos

encourage me to learn

about the promotional

campaign.

CE3 Quick responses in social

media makes me more

comfortable to make the

purchase decision.

CE4 Social media is the best

option for fast and

relative feedbacks.

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