GORDON COLLEGE
Olongapo City Sports Complex,
Donor Street East Tapinac Olongapo City
BUSINESS RESEARCH i
CONSUMER ATTITUDES TOWARDS ONLINE ADVERTISING:
THE CASE OF BSBA STUDENTS
A Business Research Presented to
The Faculty of the College of Business and Accountancy
Bachelor of Science in Business Administration
Gordon College
Olongapo City
In Partial Fulfilment of the Course Requirement
for the Degree of
Bachelor of Science in Business Administration
Major in Financial Management
EBBA, IMMA CONCEPCION E.
ECALNE, ALOHA E.
FERNANDEZ, LEA MAE N.
June 2021
, GORDON COLLEGE
Olongapo City Sports Complex,
Donor Street East Tapinac Olongapo City
BUSINESS RESEARCH ii
APPROVAL SHEET
This research entitled Consumer Attitudes towards Online Advertising: The
Case of BSBA Students A.Y 2020-2021 prepared and submitted by Imma
Concepcion E. Ebba, Aloha E. Ecalne and Lea Mae N. Fernandez in partial
fulfillment of the requirements in Business Research for the Degree of Bachelor of
Science in Business Administration Major in Financial Management has been
examine and is recommended for approval and acceptance.
DR. IMELDA DP. SORIANO ED.D.
Research Instructor
PANEL OF EXAMINERS
MR. ROGER V. IDOS, MBM,
Administrative Head of BSBA
DR. JOHN MARK R. ASIO, DPA, FOPd
Research Director
DR. EDIRIC D. GADIA
Vice President, Research Development and
Community Extension Services
Accepted and approved in partial fulfillment of the requirements for the Degree of
Bachelor of Science in Business Administration Major in Financial Management
___ __
Date
, GORDON COLLEGE
Olongapo City Sports Complex,
Donor Street East Tapinac Olongapo City
BUSINESS RESEARCH iii
ABSTRACT
The purpose of the study was to determine the attitudes of the BSBA major in
Financial Management students of Gordon College towards online advertising on
social networks. Furthermore, it aimed to develop a study that results to the
enhancement of online advertisers in making necessary efforts to increase consumer's
exposure to online advertising and to make effective planning that will help reduce
consumers who find online advertisements repulsive by way of understanding the
consumers’ attitude towards online advertising on social networks.
A Descriptive Research Design was employed in conducting the study. The
survey was conducted using a simple random sampling method and a sample size
consisting of 100 randomly selected BSBA major in Financial Management students
that are active internet users were realized. This study was conducted using survey
administration software particularly the Google Forms via internet. A link of the
online questionnaire via Google Forms was created by the researchers and was sent to
the randomly selected respondents’ emails and Messenger accounts to conduct the
data.
The researchers’ subject instructor validated the online questionnaires and
rating scales. The Administrative Head of BSBA of Gordon College gave the
permission and approval for the researchers to administer the online questionnaires as
well as to coordinate with the BSBA students-respondents.
The limitation of this study was that a simple random sampling method was
used, therefore the results of the study cannot be generalized to the larger population
and ultimately this study needs to be replicated with non-student samples.
The findings of this study may provide ideas of the growing importance of social
media marketing since the COVID-19 pandemic began. The results could help
businesses adopt to changes in consumers’ social media attitudes as they relate to the
consumer decision-making processes.
Keywords: Consumer attitudes, online advertising, social networks, Descriptive
Research Design, BSBA major in Financial Management students, simple random
sampling, social media
, GORDON COLLEGE
Olongapo City Sports Complex,
Donor Street East Tapinac Olongapo City
BUSINESS RESEARCH iv
ACKNOWLEDGEMENT
The researchers wish to extend their profound gratitude, acknowledgement
and appreciation to all the people who have inspired them to conduct and finally
finish this study. This study was made possible through the valuable assistance and
cooperation of several people.
They would like to express their gratitude towards their families for the
encouragement, love, support and understanding the researcher despite of having less
time for them which helped in the completion of this paper. They would also like to
thank their friends for the help and support.
They wish humbly to thank the students of BSBA/respondents in Gordon
College for giving the researchers their time and for answering the questionnaires
whole heartedly as well as the Administrative Head of BSBA, Mr. Roger V. Idos,
MBM, for being kind-hearted for letting the researchers administer questionnaires
with his students.
For most, they would like to thank and forward their big appreciation to Dr.
Imelda DP. Soriano Ed.D., their subject instructor and editor, who patiently guided
them. For her patience and competence on correcting this paper as well as giving
them motivation and served as an inspiration to finish this research.
Also, they would like to thank the panel members: Mr. Roger V. Idos, MBM,
Dr. John Mark R. Asio, DPA, FOPd and Dr. Ediric D. Gadia for their objective
critique and recommendations to ensure further improvement of this study.
Olongapo City Sports Complex,
Donor Street East Tapinac Olongapo City
BUSINESS RESEARCH i
CONSUMER ATTITUDES TOWARDS ONLINE ADVERTISING:
THE CASE OF BSBA STUDENTS
A Business Research Presented to
The Faculty of the College of Business and Accountancy
Bachelor of Science in Business Administration
Gordon College
Olongapo City
In Partial Fulfilment of the Course Requirement
for the Degree of
Bachelor of Science in Business Administration
Major in Financial Management
EBBA, IMMA CONCEPCION E.
ECALNE, ALOHA E.
FERNANDEZ, LEA MAE N.
June 2021
, GORDON COLLEGE
Olongapo City Sports Complex,
Donor Street East Tapinac Olongapo City
BUSINESS RESEARCH ii
APPROVAL SHEET
This research entitled Consumer Attitudes towards Online Advertising: The
Case of BSBA Students A.Y 2020-2021 prepared and submitted by Imma
Concepcion E. Ebba, Aloha E. Ecalne and Lea Mae N. Fernandez in partial
fulfillment of the requirements in Business Research for the Degree of Bachelor of
Science in Business Administration Major in Financial Management has been
examine and is recommended for approval and acceptance.
DR. IMELDA DP. SORIANO ED.D.
Research Instructor
PANEL OF EXAMINERS
MR. ROGER V. IDOS, MBM,
Administrative Head of BSBA
DR. JOHN MARK R. ASIO, DPA, FOPd
Research Director
DR. EDIRIC D. GADIA
Vice President, Research Development and
Community Extension Services
Accepted and approved in partial fulfillment of the requirements for the Degree of
Bachelor of Science in Business Administration Major in Financial Management
___ __
Date
, GORDON COLLEGE
Olongapo City Sports Complex,
Donor Street East Tapinac Olongapo City
BUSINESS RESEARCH iii
ABSTRACT
The purpose of the study was to determine the attitudes of the BSBA major in
Financial Management students of Gordon College towards online advertising on
social networks. Furthermore, it aimed to develop a study that results to the
enhancement of online advertisers in making necessary efforts to increase consumer's
exposure to online advertising and to make effective planning that will help reduce
consumers who find online advertisements repulsive by way of understanding the
consumers’ attitude towards online advertising on social networks.
A Descriptive Research Design was employed in conducting the study. The
survey was conducted using a simple random sampling method and a sample size
consisting of 100 randomly selected BSBA major in Financial Management students
that are active internet users were realized. This study was conducted using survey
administration software particularly the Google Forms via internet. A link of the
online questionnaire via Google Forms was created by the researchers and was sent to
the randomly selected respondents’ emails and Messenger accounts to conduct the
data.
The researchers’ subject instructor validated the online questionnaires and
rating scales. The Administrative Head of BSBA of Gordon College gave the
permission and approval for the researchers to administer the online questionnaires as
well as to coordinate with the BSBA students-respondents.
The limitation of this study was that a simple random sampling method was
used, therefore the results of the study cannot be generalized to the larger population
and ultimately this study needs to be replicated with non-student samples.
The findings of this study may provide ideas of the growing importance of social
media marketing since the COVID-19 pandemic began. The results could help
businesses adopt to changes in consumers’ social media attitudes as they relate to the
consumer decision-making processes.
Keywords: Consumer attitudes, online advertising, social networks, Descriptive
Research Design, BSBA major in Financial Management students, simple random
sampling, social media
, GORDON COLLEGE
Olongapo City Sports Complex,
Donor Street East Tapinac Olongapo City
BUSINESS RESEARCH iv
ACKNOWLEDGEMENT
The researchers wish to extend their profound gratitude, acknowledgement
and appreciation to all the people who have inspired them to conduct and finally
finish this study. This study was made possible through the valuable assistance and
cooperation of several people.
They would like to express their gratitude towards their families for the
encouragement, love, support and understanding the researcher despite of having less
time for them which helped in the completion of this paper. They would also like to
thank their friends for the help and support.
They wish humbly to thank the students of BSBA/respondents in Gordon
College for giving the researchers their time and for answering the questionnaires
whole heartedly as well as the Administrative Head of BSBA, Mr. Roger V. Idos,
MBM, for being kind-hearted for letting the researchers administer questionnaires
with his students.
For most, they would like to thank and forward their big appreciation to Dr.
Imelda DP. Soriano Ed.D., their subject instructor and editor, who patiently guided
them. For her patience and competence on correcting this paper as well as giving
them motivation and served as an inspiration to finish this research.
Also, they would like to thank the panel members: Mr. Roger V. Idos, MBM,
Dr. John Mark R. Asio, DPA, FOPd and Dr. Ediric D. Gadia for their objective
critique and recommendations to ensure further improvement of this study.
