Local Studies

Perceived Effectiveness of Online Advertisements on Friendster, As Social Network Site among Users from Ecoville Executive Town Houses, Makati City
Dela Cruz, Zarinna Jane G.
Magkasi, Sheryl S.
Tugado, Russell Anthony R.

March 2009

Research Design
The rationale of this study is to determine the perceived effectiveness of online advertisements on Friendster as social network site among users from Ecoville Executive Townhouses, Makati City.
In this study, the researchers used the descriptive method. Descriptive Method of research was defined as “A purposive process of gathering, analyzing, classifying and tabulating data about the present conditions, practices, beliefs, processes, trends and then making adequate and accurate interpretation about such data with or without the aid of statistical method (Methods of Research & Thesis Writing, 1993) this method is considered as a Quantitative Research. The researchers chose this kind of method to be able to explain the perception of the respondents about the online advertisements placed on friendster, an online social network site.
Respondents
The study was based on the purposive sampling that defined by changingmind.org which starts with a purpose in mind and the sample is thus selected to include people of interest and exclude those who do not suit the purpose. The respondents where the residents of Ecoville Executive Townhouses, Makati City, they were taken from male and female, regardless of their age furthermore as long as they have friendster account they had the possibility to be considered as a respondent. The researchers have cited reasons of qualifying there respondents and are as follows;
1. Knowledgeable about social online advertisements.
2. Their social economic status has a good access to the internet.
3. A more plausible and sensible result would be produced rather than ordinary citizen.

Research Instruments
The researches applied quantitative data gathering. In this kind of data gathering, survey questionnaires were needed. The survey questionnaires as used as primary instruments to gather principal information needed for this study. The questionnaires were based on a given parameter. – Online advertisement presentation, Online Advertisements Message, Online Advertising Design and on friendster website.
- The questionnaire is simply a set of questions where in properly selected respondents answered each questions required in a number.
The survey questionnaire has covered all the areas needed to interpret the effectiveness of online advertisements placed on friendster, an online social network site among the respondents.
The questionnaire is divided into three main parts, primarily the demographics of the respondents. Secondly, questions that answerable by yes or no, which deals how expose or aware the respondents to the topic. Lastly, the researchers made questions based on the four point likert-scales.

Findings
• Table 1 showed that the majority of the respondents were male.
• Table 2 showed that the largest population of the respondents were in the 18-25 age brackets.
• Table 3 showed that most of the respondents were single in terms of their civil status.
• Table 4 showed that the largest part of the respondents used/ opened their friendster accounts once a month.
• Table 5 showed that almost all of the respondents used DSl/ Broadband as their internet connection.
• Table 6 showed that almost all of the respondents noticed the online advertisements placed on friendster website.
• Table 7 showed that most of the respondents thought that clicking online advertisements was useful.
• Table 8 showed that most of the respondents were not interested in visisting a product website that was advertised on friendster website.
• Table 9 showed that the majority of the respondents found the friendster website as a trendy tool for advertising.
• Table 10 showed that the majority of the respondents had not purchased a product that was advertised on the friendster website.
• Table 11 showed that most of the respondents affirmed that it was easier for them to remember a brand that was advertised on the friendster website.
• Table 12 showed that majority of the respondents stated that online advertisements on the friendster website were not tailored to their interest.
• Table 13 showed that almost half of the respondents agreed that they are likely to click on an advertisement on the friendster website to get more information about the product.
• Table 14 showed that almost half of the respondents agreed that they were likely to click on an advertisement due to its interesting content.
• Table 15 showed that almost half of the respondents disagreed that they are likely to click on an advertisement on the friendster website because of the striking color.
• Table 16 showed that almost half of the respondents agreed that they are likely to click on an advertisement on the friendster website because of the message being conveyed by the advertisements.
• Table 17 showed that almost half of the respondents disagreed that they are likely to click on an advertisement on the friendster website due to its placements on the site.
• Table 18 showed that almost half of the respondents agreed that they were more interested in the features on the friendster website compared to the advertisement placed on it.

Conclusions
After carefully considering the result of the study, the researchers had the following conclusions regarding the problem presented;
1. Based on the demographic profile of the user from Ecoville Executive Townhouses, male where dominant users. When it comes in age brackets 18-25 years old or considered young adult where principal users, while in terms of their civil status most of the users were single.
2. The researchers determined that majority of the respondents noticed the online advertisements placed on the friendster website. In addition to that, most of them affirmed that it was easier for them to remember a brand advertised through friendster website that was advertised in friendster.
3. The study validated the factors that affect the awareness of the respondents on online advertisement on the friendster website in terms of:
a. The product or service being advertised
The respondents agreed that one of the factors that affect their awareness towards online advertisements on friendster website was the curiosity to know more information about the product/service being advertised.
b. The content
The respondents also agreed that having a good content to an online advertisement would make them interested to click the advertisements placed on the friendster website.
c. The Color
Data showed that the respondents were not after the striking color used in an online advertisements in friendster website.
d. The Message
The study found that half of the respondents took in consideration the message being conveyed by the advertisements placed on the friendster website before clicking it.
e. The Position/ Placement
Majority of the respondents pointed out that the position/placement of an online advertisement did not affect their awareness towards clicking an online advertisement on friendster website.
4. The researchers found out that large number of the respondents use or open their friendster account rarely, however it also showed that the frequency of the choices were close to each other.
5. The study determined that majority of the respondents were not persuaded by online advertisements on the friendster website to purchase the product/service being advertised.
6. The study found out the perceived effectiveness of online advertisements placed in friendster in terms of:
a. Usefulness
The respondents thought that clicking an advertisement was useful for them.
b. Intention to Use
Majority of the respondents thought that online advertisements found on the friendster website were not tailored to their interest. Instead they were concern on the feautures of the friendster website.