Document Types
Paper Presentation
School Code
N/A
School Name
De La Salle University Integrated School (Manila)
Research Advisor (Last Name, First Name, Middle Initial)
Balite, Aldrin C.
Abstract/Executive Summary
In the ever-evolving digital landscape, businesses may face a critical challenge regarding the lack of expertise in digital marketing. Digital tools are easily accessible for businesses, and they can be extremely helpful, especially when utilized in the right ways. However, posting a product online does not guarantee having a lot of sales. More and more businesses are entering the digital world, heightening the competition and making it difficult for a product to stand out online. Thus, a business must first learn to utilize digital awareness in order to take advantage of the digital factors that may aid its success. This study aims to explore the concept of digital awareness, how it contributes to the improvement of small local businesses, and how students of De La Salle University Manila from the Accountancy, Business, and Management strand perceive it as consumers and potential entrepreneurs. Among the 55 students surveyed, findings revealed that most of them often see advertisements of small businesses on social media; yet, they are not that inclined to purchase the products promoted. The survey found that 32.7% of the respondents were neutral when it comes to patronizing small businesses online, while only 16.4% were likely to buy due to advertisements To support these findings, content analysis of common marketing strategies employed by the top three industries encountered by ABM students on social media allowed the discovery of recurring themes, emerging trends, and insights related to digital awareness.
Keywords
digital awareness; brand awareness; social media; marketing; consumer perspectives
Start Date
11-6-2024 1:30 PM
End Date
11-6-2024 2:00 PM
Research Theme (for Paper Presentation and Poster Presentation submissions only)
Entrepreneurship, Business Management, and the Organization (EBO)
Initial Consent for Publication
yes
Statement of Originality
yes
Consumer Perspectives of Grade 11 and 12 ABM Students from DLSU Manila on Digital Awareness as a Tool for Enhancing Business Strategies and Competitive Advantage
In the ever-evolving digital landscape, businesses may face a critical challenge regarding the lack of expertise in digital marketing. Digital tools are easily accessible for businesses, and they can be extremely helpful, especially when utilized in the right ways. However, posting a product online does not guarantee having a lot of sales. More and more businesses are entering the digital world, heightening the competition and making it difficult for a product to stand out online. Thus, a business must first learn to utilize digital awareness in order to take advantage of the digital factors that may aid its success. This study aims to explore the concept of digital awareness, how it contributes to the improvement of small local businesses, and how students of De La Salle University Manila from the Accountancy, Business, and Management strand perceive it as consumers and potential entrepreneurs. Among the 55 students surveyed, findings revealed that most of them often see advertisements of small businesses on social media; yet, they are not that inclined to purchase the products promoted. The survey found that 32.7% of the respondents were neutral when it comes to patronizing small businesses online, while only 16.4% were likely to buy due to advertisements To support these findings, content analysis of common marketing strategies employed by the top three industries encountered by ABM students on social media allowed the discovery of recurring themes, emerging trends, and insights related to digital awareness.
