A study on the risk of engaging in digital marketing among selected college students in Cavite State University CCAT Campus / Julie Ann D. Aquino, Vianca Camille T. Torres, and Sandra Ellaine A. Vitobina.
Material type:
TextPublisher: Rosario, Cavite : Cavite State University-CCAT Campus, 2022Description: xii, 61 leaves : illustrations ; 28 cmSubject(s): Digital markeitng | Student | Philippines | Descriptive research | Internet marketingLOC classification: UM HF 5415.125 | A68 2022Summary: AQUINO, JULIE ANN D., TORRES, VIANCA CAMILLE T., VITOBINA, SANDRA ELLAINE A., STUDY ON THE RISK OF ENGAGAING IN DIGITAL MARKETING AMONG SELECTED COLLEGE STUDENTS IN CAVITE STATE UNIVERSITY CCAT CAMPUS, Marketing Research Bachelor of Science in Business Management Major in Marketing Management, Cavite State University - Cavite College of Arts and Trades Campus Rosario Cavite, December 2021, Adviser: Nerissa B. Abug. Technical Critic: Juvie B. Abad, MBA.
Digital marketing is any type of promotion that involves digital equipment that may be utilized by marketing practitioners to provide content marketing and analyze its impact throughout the client engagement. This study aimed to determine the college students perceived risks in engaging in digital marketing in terms of financial, technical, and operational, as well as to determine the respondent's perceived likelihood of this risk to happen. The researchers utilized the descriptive research design in the conduct of the study. The purposive sampling method was used in selecting 50 students from Cavite State University CCAT Campus who are engaged in digital marketing. Findings revealed that the majority of the respondents belong to ages 20 to 29 years old, female, single, regular students, and use social media as their tool in engaging in digital marketing. Moreover, the majority of the respondent's perceived risks in engaging in digital marketing in terms of financial includes risk in the hidden cost, losing the market share; and risk in financial loss from online credit card usage. Additionally, most of the respondents' perceived risk in terms of technical includes risk in exposure to networks and systems viruses and malware, phishing scams, and risk of inappropriate release, leakage, or theft of information strategy to the business. Lastly, as to the operation, the majority of the respondents' perceived risk includes unclear digital marketing strategy, risk in delivering a wrong brand image, risk in non- compliance to network platform, and risk in creating a social media presence but no one participates. The majority of the respondents believed that the perceived risks in financial, technical, and operational are likely to happen while engaging in digital marketing. The researchers recommend strategies to enhance the engagement to digital marketing among college students in Cavite State University-CCAT Campus. These strategies focus on overcoming risks related to the financial, technical, and operational aspects of the business.
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Thesis/Manuscripts/Dissertations
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Cavite State University - CCAT Campus | Thesis/Manuscript/Dissertation | TH | UM HF 5415.125 A68 2022 (Browse shelf) | 1 | Available | T0005417 |
Undergraduate Thesis (BSBM)--Cavite State University-CCAT Campus, 2022.
Includes bibliographical references and appendices.
AQUINO, JULIE ANN D., TORRES, VIANCA CAMILLE T., VITOBINA, SANDRA ELLAINE A., STUDY ON THE RISK OF ENGAGAING IN DIGITAL MARKETING AMONG SELECTED COLLEGE STUDENTS IN CAVITE STATE UNIVERSITY CCAT CAMPUS, Marketing Research Bachelor of Science in Business Management Major in Marketing Management, Cavite State University - Cavite College of Arts and Trades Campus Rosario Cavite, December 2021, Adviser: Nerissa B. Abug. Technical Critic: Juvie B. Abad, MBA.
Digital marketing is any type of promotion that involves digital equipment that may be utilized by marketing practitioners to provide content marketing and analyze its impact throughout the client engagement. This study aimed to determine the college students perceived risks in engaging in digital marketing in terms of financial, technical, and operational, as well as to determine the respondent's perceived likelihood of this risk to happen. The researchers utilized the descriptive research design in the conduct of the study. The purposive sampling method was used in selecting 50 students from Cavite State University CCAT Campus who are engaged in digital marketing. Findings revealed that the majority of the respondents belong to ages 20 to 29 years old, female, single, regular students, and use social media as their tool in engaging in digital marketing. Moreover, the majority of the respondent's perceived risks in engaging in digital marketing in terms of financial includes risk in the hidden cost, losing the market share; and risk in financial loss from online credit card usage. Additionally, most of the respondents' perceived risk in terms of technical includes risk in exposure to networks and systems viruses and malware, phishing scams, and risk of inappropriate release, leakage, or theft of information strategy to the business. Lastly, as to the operation, the majority of the respondents' perceived risk includes unclear digital marketing strategy, risk in delivering a wrong brand image, risk in non- compliance to network platform, and risk in creating a social media presence but no one participates. The majority of the respondents believed that the perceived risks in financial, technical, and operational are likely to happen while engaging in digital marketing. The researchers recommend strategies to enhance the engagement to digital marketing among college students in Cavite State University-CCAT Campus. These strategies focus on overcoming risks related to the financial, technical, and operational aspects of the business.
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