THE IMPACT OF INFORMATION TECHNOLOGY ON MARKETING

STRATEGIES ON THE SELECTED ONLINE SELLER IN

DADIANGAS WEST GENERAL SANTOS CITY

________________________________________________________________

A Practical Research 1

Presented to
BASIC EDUCATION DEPARTMENT
Cronasia Foundation College, Inc.
General Santos City

________________________________________________________________

In Partial Fulfilment
Of the Requirements for the
ACCOUNTANCY, BUSINESS AND MANAGEMENT

________________________________________________________________

by

SENTASAS GROUP

APRIL 2023
 CHAPTER 1
INTRODUCTION

Background of the Study

The use of information technology has significantly transformed the way

businesses operate and market their products or services. Online selling platforms have

emerged as an important tool for businesses to reach a wider audience and increase

their sales. In the context of Dadiangas West, General Santos City, several online

sellers have emerged, and they have been using various information technology tools to

market their products.

This study aims to explore the impact of information technology on the marketing

strategies of selected online sellers in Dadiangas West, General Santos City. The study

will examine how the use of information technology tools such as social media, e-

commerce platforms, and mobile applications has affected the marketing strategies of

these online sellers. The findings of this study can provide valuable insights into how

information technology has impacted the marketing strategies of online sellers in

Dadiangas West, General Santos City. The study can also provide recommendations

for businesses on how they can improve their marketing strategies using information

technology tools to increase their sales and reach a wider audience.

The global economy and business activity have been greatly impacted by the

COVID-19 pandemic, which has led to the spread of a health crisis and the

implementation of protection measures such as quarantines, regional lockdowns, and

social distancing. According to the International Monetary Fund (IMF), the global
economy has entered a recession in March 2020, with potential outcomes worse than

the 2009 global financial crisis (Georgieva, 2020). B2B firms of various sizes and

industries have been affected, although the IMF predicts a recovery or sizable rebound

in 2021. To address the unprecedented crisis, B2B firms' managers have been

implementing contingency plans (Ritter and Pedersen, 2020).

Statement of the Problem

This study aims to know the impact of information technology on the marketing

strategies of selected online sellers in Dadiangas West, General Santos City. It also

aims to determine the following:

1. What is the level of information technology in terms of;

1.1 Website traffic;

1.2 Data analytics; and

1.3 Marketing automation?

2. What is the extent of Marketing Strategies in terms of;

2.1 Brand awareness;

2.2 Customer retention; and

2.3 Customer Acquisition?

3. Is there a significant relationship between information technology and marketing

strategies?
Significance of the Study

To the Online Seller. the study can help online sellers identify new opportunities

for growth. By exploring the impact of information technology on marketing strategies,

the study can help online sellers identify areas where they can improve and expand

their business.

To the Local Government Unit. the study can help the LGU identify

opportunities to support local online sellers in enhancing their marketing strategies. By

understanding the impact of technology on marketing strategies, the LGU can identify

areas where they can provide support to online sellers to improve their marketing

efforts.

To the Consumer. the study can provide consumers with a better understanding

of how online sellers use technology to market their products. By understanding how

technology is used in marketing, consumers can better evaluate the marketing

messages they receive and make more informed purchasing decisions.

To the Community. the study can contribute to the growth and development of

the local online marketplace. By exploring the impact of technology on marketing

strategies, the study can provide insights to online sellers in the community on how they

can leverage technology to market their products more effectively, thereby improving

their competitiveness in the marketplace.

To the Researcher. the study can help the researchers develop their research

skills and expertise. By conducting research on a specific topic in a specific community,

the researchers can gain valuable experience in data collection, analysis, and
interpretation, as well as in designing and implementing research studies in real-world

settings.

To the Future Researchers. the study can serve as a basis for further research

in the field of marketing and e-commerce, particularly in the context of online selling.

Future researchers can build on the findings of this study to explore other aspects of the

impact of technology on marketing strategies, such as the role of social media, mobile

applications, or artificial intelligence.

Scope and Delimitation of the Study

The scope of this study is focused on examining the impact of information

technology on marketing strategies of the selected online sellers in Dadiangas West,

General Santos City. Specifically, the study will investigate how the use of information

technology affects the marketing strategies of these online sellers in terms of brand

awareness, customer retention, and customer acquisition. The study will involve 100

respondents who are the selected online sellers in Dadiangas West, General Santos

City. The research will utilize a survey questionnaire to gather data from the

respondents. The collected data will be analyzed using statistical tools to determine the

significant relationship between information technology and marketing strategies.

However, this study has certain limitations that must be considered. Firstly, the

study only focuses on the selected online sellers in Dadiangas West, General Santos

City, which may not be applicable to other areas or online sellers with different

characteristics. Secondly, the study will only gather data from customers of the selected

online sellers, which may not provide a comprehensive understanding of the impact of
information technology on marketing strategies. Lastly, the study will only use a survey

questionnaire as the primary data collection tool, which may limit the depth of data

collected compared to other qualitative methods. These limitations should be taken into

account in the interpretation of the findings and generalization of the results.

CHAPTER 2
 REVIEW OF RELATED LITERATURE

This chapter presents the review of related literature and studies which are found
significant in the development of the study.

Related Literature

Information Technology

The utilization of Information Technology (IT) in the public sector became a

strategic goal for many organizations to achieve their strategic goals and improve

competitive advantages. The implementation of digital services on a national scale is a

complex challenge requiring substantial investment in and development of Information

and Telecommunication Technology (ICT) resources. The problem of integrating

technology is a complex problem. In the public sector, extracting value from big

investment in technology and successful implementation is challenging. Although there

has been considerable research in the area of the design, development and

implementation of computerized systems, there has not been an equivalent research

effort in terms of investigating and exploring what are information technology adoption

barriers in the public sector. This research used secondary data from published articles

and internet. It is concluded that main barriers are: lack of top management support,

lack of IT project management, lack of resources, lack of user's involvement, lack of

awareness and training, change resistance, culture and structure changes. Main

proposed change management strategies for successful IT projects adoption are top

management support, more IT resources, more user's involvement in IT projects

development to capture user requirements, more motivation, better interactive two ways
communication, better understanding, sharing and implementation of the corporate

strategy and making sure that departments strategies are aligned with corporate

strategy. It is recommended to manage required structure and culture change for

successful IT project implementation. ( Abdelhakim,Abdeldayem,Aldulaimi 2022 )

In the Information Technology system domain,technology adoption has been

one of the most extensively researched areas.Although in the last decade various

models has been introduced to address the acceptance or rejection of information

systems,there is still a lack of existing studies regarding a comprehensive review and

classification of researches in this area.The main objective of this study is steered

toward gaining a comprehensive understanding of the progresses made in the domain

of IT adoption research,by highlighting the achievements,setbacks and prospects

recorded in this field so as to be able to identify existing research gaps and prospective

areas for future research.This paper aims at providing a comprehensive reviem on the

current state of IT adoption research.A total of 330 articles published in IS ranked

journals between the years 2006 and 2015 in the domain of IT adoption were

reviewed.In this trends,Information on trends in IT adoption is provided by examining

related research works to provide insights and future direction on technology adoption

for practitioners and researchers.This paper highlights future research paths that can be

taken by researchers who wish to endeavor in technology adoption research.It also

summarizes the key findings of previous research works including statistical findings of

factors that had been introduced in IT adoption studies. ( Rad,Nilashi,Dahlan 2018 )

 Information technology affects all the aspects of modern life.From the information

shared on social media such as facebook,Twitter, and Instagram to Online shopping

and mobile devices,it is rare that a person is not touched by some form of It every

day.Information Technology Law examines the legal dimensions of these everyday

interactions with technology and the impact on privacy and data protection,as well as

their relationship to other areas of substantive law,including intellectual property and

criminal proceedings.Focusing primarily on developments within the Uk and EU,this

book provides a broad-ranging introduction and analysis of the increasingly complex

relationship between the law and IT.Information Technology Law is essential reading for

students of IT Law and also appropriate for business and management students,as well

as IT and legal professionals.Online resources the accompanying online resources

include a catalogue of web links to key readings and updates to the Law since

publication.(Lloyd 2020)

Marketing Stategies on Online Seller

A marketing strategy helps you create products and services with the best

chances for making a profit. This is because marketing strategy starts with marketplace

research, taking into consideration your optimal target customer, what your competition

is doing and what trends might be on the horizon. Using this information, you determine

the benefit customers and clients want, what they’re willing to pay and how you can

differentiate your product or service from the competition. Part of a marketing strategy is

setting the right price for your product or service based on what you learned in your

market research. If you learned that customers want a high-end product in your

category, your pricing strategy might require you to sell at prices that create a high-end
perceived value. If your target customer is bargain conscious and is willing to accept

fewer bells and whistles on your product in exchange for paying less, your pricing

strategy will require you to sell at or below the competition’s price. (Milano 2019)

Given the rapid proliferation of digital technology, social media has become a key

digital marketing strategy to promote business products, with the ultimate aim of

maximising profits. Yet, empirical evidence on the impact of social media as a marketing

tool remains underexplored. Using unique data over a 12-month period from a major

online retailer, this paper examines the impact of daily social media activity on daily

business outcomes: website traffic, orders and sales. Key findings reveal that social

media leads to increased web traffic, but it does not produce a significant rise in product

orders and sale income. Though, larger social media campaigns tend to result in

significantly higher number of orders and sale income, and Facebook emerges as the

most effective channel. Our results also reveal that the effectiveness of social media

marketing varies across products depending on their complexity, cost and brand status.

Taken together, these results offer a better understanding of the ways social media

marketing impact businesses and provide intelligence on how to allocate resources to

develop marketing campaigns. (Dolega,Rowe,Branagan 2021)

Marketing strategy is an overview of how a business or organization will

articulate its value proposition to its customers. Generally, a marketing strategy outlines

business goals, target market, buyer personas, competitors, and value for customers. It

provides a long-term vision for overall marketing efforts, often looking many years

ahead. Marketing strategies can have a measurable impact on success.

 In 2022, CoSchedule surveyed 3,599 marketers and bloggers to identify their

most successful marketing practices. They found that marketers who documented their

marketing strategy were 331 percent more likely to report success than those who

didn’t. Furthermore, marketers who were the most organized were found to be a

whopping 674 percent more likely to report success [1].Taking the time to create a

marketing strategy can benefit your company's brand and bottom line. (Coursera 2023)

A marketing strategy is an approach that an organization uses to reach out to the

target market to create awareness and convince customers to purchase specific

products. Many organizations in the world have shifted the way activities are conducted

due to increased of internet activities. There are different approaches that a company

can apply in communication to the public including conventional approaches, digital

means and other integrated approaches to marketing. This part takes a background

check on what has been done on the topic of discussion to establish a detailed

conclusion on the same (Chartered Association of Business Schools. 2020). Social

media sites such as Facebook, Twitter, Instagram and YouTube play a significant role in

digital marketing. It is important to understand the scope of these concepts and

establish how they affect firm performance. An analysis on the same will help gather

useful concepts for a detailed conclusion. The first part will analyze conventional

marketing strategies, followed by digital and integrated approaches respectively. It is

vital that organizations purpose to study the market well and to know where consumer

traffic lies.

Marketing is the process of promoting and selling products and services,

including market research and advertising. Today, marketing is an essential part of any
organization's growth strategy. Many firms use marketing methods unknowingly to

promote themselves and increase sales of their products and services. Marketing is one

of the most crucial elements of organizations nowadays. Any strategy used to assist a

group, company, or individual in accomplishing their objectives falls under the very

broad category known as marketing. The goals of marketing are to raise brand

awareness among the target market, increase market share, introduce the firm to new

domestic or international markets, boost ROI, increase business profit, optimize the

conversion funnel, acquire new leads, foster customer loyalty, and boost sales. A

marketing strategy is a company's overarching plan for connecting with potential

customers and persuading them to purchase its products or services. A marketing plan

typically includes the value proposition of the company, key brand messages, data on

target customer demographics, and other significant elements. (Hansika 2022).

Website Traffic

The purpose of this article is to find adequate Internet marketing tools that

increase the number of visitors at the business website. For the Analysis of website

traffic were used Google Analytics, and Facebook Insights tool and statistical methods

of correlation analysis was used for finding the degree of dependence between visitors

streams at personal website and official business website. Main scientific objective is to

verifying the hypothesis, that there is the dependence between web traffic at the official

business website and web traffic at the personal website of the business website owner.

The results of the research described in this article show the clear dependence between

website traffic at business and personal websites and clear dependence between

competition at social network and business websites traffic. The important implication
resulted from this research shows that the creation of primary website must be

supported by additional activities as a social network activities, frequent actualization of

website and creation secondary websites, that are connected with primary website.

( Procedia Economics and Finance, Volume 23, 2015)

Generating high-quality website traffic is one of the prerequisites to be able to

attract people with a specific interest to a webpage and convert them into high-quality

leads. To acquire leads, in the digital age, companies are increasingly using pay-per-

click digital advertising or inbound marketing tactics that embrace content marketing

and search engine optimization best practices. The researcher had the hypothesis that

growing the traffic to the case company’s website could be beneficial. By creating useful

content, prospects would be able to find the company, and the visitors could be turned

into leads. On the long run, this could significantly improve the marketing and the sales

funnels.(Barbara 2019)

As such, consumers exposed to product-related social media content for a longer

period of time will experience a heightened interest in shopping, leading to an increased

likelihood to visit stores (Zhang et al., 2017). Furthermore, consumers ask for product

referrals through social media and evaluate alternatives using the information in social

media (Dolega et al., 2021). They often purchase products recommended by influencers

in social media and visit brands’ websites after observing that people they know liked

their sponsored content (Mattke et al., 2020)

Customers Engagement
 Customer engagement has been recognized an essential determinant of brand

loyalty. However, the psychological mechanism of customer engagement has rarely

received full examination, especially in the field of tourism social media. Thus, the

present study fills this research gap by exploring how brand attachment and customer

trust affect the customer engagement-brand loyalty relationship.

(Rietveld,Dolen,Mazllom,Worring 2020)

Customer engagement (CE) is a marketing concept that emerged after the new

millennium. Despite flourishing interest on CE among marketing academics and

professionals, no review, to date, has provided a comprehensive overview of the past,

present, and future trends of CE. Instead, past reviews on CE are often limited to

conceptual (e.g., construct) or contextual (e.g., hospitality and tourism) insights derived

using traditional review methods (e.g., descriptive) with a relatively modest review

sample (e.g., tens to low hundreds), which provide a limited understanding of the field in

its entirety. To address this gap, this review conducted a combination of bibliometric and

thematic analyses on 861 CE articles published in 377 Scopus-indexed journals

between 2006 and 2020. As a result, this review reveals the major trends in article,

author, country, and journal performance, as well as the past, present, and future

thematic trends of CE research, and thus, provides a one stop, state-of-the-art overview

of CE that marketing scholars can rely on to position and design future CE research.

(Lim,Rasul,Kumar,Ala 2022)

Data analytics

Data analytics is a discipline that involves analyzing data sets to get information

that would help solve problems in different sectors.It employs several disciplines like
computer programming,statistics and mathematics to give accurate data ana analysis.

The goal of Data analytics can either be to describe,predict or improve organizational

performance.They achieve this using advanced data management techniques like data

modeling,data mining,data transformation, etc., to describe predict and solve present

and future problems.

These goals differentiate data analysis from similar disciplines like business

analytics businesses.Data science and analytics solve problems through deeper

learning and strategic oversight.Data analytics involves a series of steps to give an

accurate analysis.While performing these steps, data analysts data scientists and data

engineers to create data pipelines or help set of models.( BasuMallick 2022 )

Data analytics is a discipline focused on extracting insights from data.It

comprises the processes,tools and techniques of data analysis and management,

including the collection,organization,and storage of data. The chief aim of data analytics

is to apply statistical analysis and technologies on data to find trends and solve

problems.Data analytics has become increasingly important in the enterprise as a

means for analyzing and shaping business processes and improving decision making

and business results.

Data analytics draws from a range of disciplines-including computer

programming,mathematics, and statistics -to perform analysis on data in an effort to

describe,predict and omprove performance.To ensure robust analysis,data analytics

teams leverage a range of data management techniques, including data mining, data

cleansing, data transformation, data modeling, and more.( Olavsrud 2022)

 Data analytics is a broad term that encompasses many diverse types of data

analysis.Any type of information can be subjected to data analytics techniques to get

insight that can be used to improve things.Data analytics techniques can reveal trends

and metrics that would otherwise be lost in the mass of information.This information can

then be used to optimize processes to increased the overall efficiency of a business or

system.

Data analytics is important because it helps business optimize their

performances.Implementing it into the business models means companies can help

reduce costs by identifying more efficient ways of doing bussines and by storing large

amounts of data.A company can also use data analytics to make better business

deisions and help analyze customer trends and satisfaction, which can lead to new-and

better – products and services.( Frankenfield 2023 )

Marketing Automation

Marketing automation refers to the sorftware and technology used to automate

and streamline marketing tasks and processes through marketing automation

tools.Marketing automation aims to make it easier for businesses to execute and

manage future campaigns, analyze the results of those campaigns, and personalize

marketing efforts to better target and engage with customers.

Marketing automation can provide several benefits to businesses.Understanding

marketing automation trends can help set future goals by optimizing your campaign on
auto-pilot.The marketing automation industry has seen a boom over the past few years

and is proliferating.( Mazhar 2023 )

Most people assume that marketing automation tools are all about automating

email campaigns.But marketing automation is more than just automating your email

marketing strategy.Marketing automation tools automate recurring marketing tasks to

help you grow your audience,boost your lead gen efforts and generate more sales while

saving time.

In 2023,almost every small business,startup and growth-oriented business is

leveraging marketing automation tools to scaletheir marketing operations, align the

efforts of sales and marketing teams, and increase revenues. ( Mackeviciute 2023 )

Marketing automation software records all customer interactions with each brand

touchpoint.Customer profiles update whenever they engage with an email, website form

or social media page.A consumer’s journey with your brand is always detailed through

analytic reports. ( Uzialko 2023)

Brand Awareness

Consumer buying behavior is an important aspect in every marketing strategy to

produce maximum output from the market. This study aims to determine how

advertisement affects consumer buying behavior and brand loyalty by considering a

mediator between brand awareness and the moderating role of perceived quality. For

this purpose, this study targets the rising cosmetics industry. This study used the

purposive sampling technique to collect data from 300 respondents with the help of an

online survey method via Google doc. The partial least squares structural equation
modeling PLS-SEM was applied to verify the hypotheses relationships. The findings

have confirmed that advertisements substantially predicted brand awareness, brand

loyalty, and consumer buying behavior. Furthermore, brand awareness partially

mediated the association of advertisement with brand loyalty and consumer buying

behavior. Also, perceived quality is significantly moderated on the association of brand

awareness with brand loyalty and consumer buying behavior. Based on such findings,

this study has contributed to the literature and provided new insights into the practical

implications alongside the future roadmap of the survey.( Zhao, Murad,Mirza, Al-Faryan

2021)

Customer Acquisition

Customer acquisition and retention are central components of customer

relationship management (CRM) and the key drivers of a firm’s long-term profit.

However, our understanding of the relative impact of user-generated content (UGC) and

traditional media and their synergies on customer acquisition and retention is still

underdeveloped. Thus, the purpose of this research is to address two key questions:

What is the effect of UGC relative to that of traditional media on customer acquisition

and retention? Is there any interaction effect between UGC and traditional media on

both customer acquisition and retention? To understand the differential impacts of these

media, we develop a conceptual framework and propose several hypotheses. We test

our hypotheses using data from the automobile and mobile game industries. Our

findings indicate that UGC is much more effective in acquiring customers, while

traditional media is more important for customer retention. Moreover, the volume of

UGC and traditional media have a synergistic effect on customer retention. This
research therefore contributes to the acquisition-retention literature while also providing

important insights to managers. (You and Joshi 2020 )

Customer acquisition is important because it increases recommendations, brand

awareness, sales, and business ventures. When you acquire a new customer, odds are

that they will check your business’s other products or services. If they continue to like

what they find, they will recommend your business to the people they know, further

increasing your number of customers. As you gain more customers, news of your

business will spread and increase brand awareness. This, in turn, will drive sales for

your business. The more sales you have, the more new products or services you can

offer or new regions you can expand to.(Ehrlich 2019)

Related Studies

The advancement of information technology and its benefits for organizations

have made the field of e-business marketing competitive and successful although there

have been failures as well. Failure happens due to the use of constant strategies while

the e-business environment is dynamic and in such a context, strategy formulation and

implementation is a challenge for e-business organization. In this research a

questionnaire was designed by reviewing the literature and interviewing experts.

Analyzing the collected data, the e-business key strategy factors such as technology,

information systems, risk management and compliance were extracted. In the next

stage, these key factors were presented as the e-business marketing strategy model.

The results suggested that dissimilar dimensions of e-business strategy factors may not

be equally conducive to different marketing strategies. In particular, risk management

has an insignificant relationship with any of the marketing strategies; while high level of
compliance is positively associated only with a focus strategy. IT governance is

positively associated with price leadership and differentiation strategies but linked

negatively with focus strategy. © 2018 Springer Science+Business Media, LLC, part of

Springer Nature.

The advancement of information technology and its benefits for organizations

have made the field of e-business marketing competitive and successful although there

have been failures as well. Failure happens due to the use of constant strategies while

the e-business environment is dynamic and in such a context, strategy formulation and

implementation is a challenge for e-business organization. In this research a

questionnaire was designed by reviewing the literature and interviewing experts.

Analyzing the collected data, the e-business key strategy factors such as

technology, information systems, risk management and compliance were extracted. In

the next stage, these key factors were presented as the e-business marketing strategy

model. The results suggested that dissimilar dimensions of e-business strategy factors

may not be equally conducive to different marketing strategies. In particular, risk

management has an insignificant relationship with any of the marketing strategies; while

high level of compliance is positively associated only with a focus strategy. IT

governance is positively associated with price leadership and di fferentiation strategies

but linked negatively with focus strategy.

Due to business dynamics and complexities, aligning infor-mation systems to the

e-business marketing strategy has appeared to be a concern for researchers and

practitioners over the last decade. The challenge of achieving this align-ment becomes

even more severe and demanding day after day.The strategic use of information
technology is a matter of concern for managers and researchers [56]. Firms require

making decisions regarding IT use in response to technologi-cal evolution and changes

in business activity. Prior studies show that without an information system (IS) strategy,

IT contribution to organizational performance may fall short of expectations. Most study

in the field of the strategic use of IT focuses on business and IT alignment. This

approach omits an IT/IS strategy viewpoint and accordingly ignores the align-ment’s

dynamic nature. Existing research fails to answer basic questions such as what are the

advantages and prob-lems for IT innovators and how does the IT/IS strategy inter-acts

with the business marketing strategy. The linkage and alignment of technology and

overall strategies have been profoundly studied in strategy and technology

management literature and scholars have introduced diverse frameworks, models, and

decision tools for this purpose considering posi-tioning. Such a linkage at the corporate

is a prerequisite for achieving growth goals. However, few research studies have

investi-gated the relationship between businesses and technologies. To the best of the

researcher’s knowledge, there is no structure or model which has explicitly recognized

technol-ogy strategy at the corporate level and marketing strategy although many

scholars have confirmed this concept explic-itly or implicitly. Despite the fact that IS is

significant for organizations, the literature lacks a consistent definition and quantitative

method for the concept of the IS strategy. A narrow concept As a result, managers

globally are boosting their IT investment significantly. Businesses' existence may be

dependent on their usage of new technology. The increased use and dependence on

digital technology have resulted in substantial economic and social development

changes. Companies may use digital technology to enhance resource flow, value
creation, and capital attraction in real-time, allowing for business transformation.

Companies might also apply digital technology to optimize and transform their

operations, such as managing inventory, supply chain, fabrication, etc. Importantly,

digital technology enables businesses to reinvent how producers and consumers

interact and can be achieved by enhancing consumer awareness and trying to track

materials.

Consumer buying behavior is an important aspect in every marketing strategy to

produce maximum output from the market. This study aims to determine how

advertisement affects consumer buying behavior and brand loyalty by considering a

mediator between brand awareness and the moderating role of perceived quality. For

this purpose, this study targets the rising cosmetics industry. This study used the

purposive sampling technique to collect data from 300 respondents with the help of an

online survey method via Google doc. The partial least squares structural equation

modeling PLS-SEM was applied to verify the hypotheses relationships. The findings

have confirmed that advertisements substantially predicted brand awareness, brand

loyalty, and consumer buying behavior. Furthermore, brand awareness partially

mediated the association of advertisement with brand loyalty and consumer buying

behavior. Also, perceived quality is significantly moderated on the association of brand

awareness with brand loyalty and consumer buying behavior. Based on such findings,

this study has contributed to the literature and provided new insights into the practical

implications alongside the future roadmap of the survey.

THEORETICAL FRAMEWORK
 The theoretical framework for the study on the impact of information technology

on the marketing strategies of the selected online seller in Dadiangas West General

Santos City is based on the concept of technology adoption and innovation diffusion

theory by Everett Rogers (1962). This theory asserts that the adoption and diffusion of

new technologies in a business organization are influenced by various factors, including

the perceived relative advantage, compatibility, complexity, trialability, and observability

of the technology.

In this study, the online seller's adoption and implementation of information

technology in their marketing strategies will be examined based on the five factors

mentioned above. The perceived relative advantage will refer to how the seller

perceives that the use of technology can improve their marketing performance

compared to traditional marketing methods. The compatibility will refer to how well the

technology aligns with the seller's existing business processes and objectives.

Complexity will refer to the perceived difficulty of using and implementing the

technology, while trialability will refer to the ability of the seller to test and try the

technology before fully implementing it. Finally, observability will refer to the ability of the

seller to observe and measure the impact of the technology on their marketing

strategies.
 Figure 1. Innovation Diffusion Theory

CONCEPTUAL FRAMEWORK
The independent variable in the study is the information technology used in

marketing strategies, while the dependent variable is the performance of the selected

online seller in Dadiangas West General Santos City.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

INFORMATION
PERFORMANCE OF
TECHNOLOGY USED
THE SELECTED
IN MARKETING
ONLINE SELLER
STRATEGIES

Figure 2. Conceptual Framework

Chapter 3
Definition of terms

The study has provided conceptual and operational definitions for the

terminologies that are pertinent to the research. These definitions clarify the meanings

and practical applications of the terms used in the study.

Website Traffic: refers to web users who visit a website. Web traffic is measured

in visits, sometimes called "sessions," and is a common way to measure an online

business effectiveness at attracting an audience.

Customers Engagement: refers to the way a company creates a relationship

with its customer base to foster brand loyalty and awareness. This can be accomplished

via marketing campaigns and web content as well as outreach using social media,

mobile devices and wearable devices.

Data Analytics: refers to the the pursuit of extracting meaning from raw data

using specialized computer systems. These systems transform, organize, and model

the data to draw conclusions and identify patterns.

 Marketing Automation: software that assists marketers with customer

segmentation, customer data management and campaign management. It provides

marketers with the ability to offer real-time, targeted, data-driven campaigns along with

enhanced efficiency and productivity.

Brand Awareness: refers to a marketing term for the degree to which

consumers recognize a product by its name. Ideally, consumers' awareness of the

brand may include positive perceptions of the qualities that distinguish the product from

its competition.

Customer Retention: refers to a company's ability to turn customers into repeat

buyers and prevent them from switching to a competitor. Customer retention indicates

whether your product and the quality of your service please your existing customers.

Customer Acquisition: refers to bringing in new customers - or convincing

people to buy your products. It is a process used to bring consumers down the

marketing funnel from brand awareness to purchase decision.The cost of acquiring a

new customer is referred to as customer acquisition cost (or CAC for short). Once the

customer acquisition process is complete, it then hands itself to customer retention & re-

acquisition.
 Chapter 3

METHODOLOGY

In this chapter the researchers discuss the methodology and the procedure

engaged in the study. The researches outline the research design, research

locale, respondents of the study, research instrument, data gathering procedure

and statistical statement to be used in this study.

Research Design

This study will use the quantitative research design, particularly the

descriptive- correlative method of research. It is to know the impact of information

technology on the marketing strategies of selected online sellers in Dadiangas West,

General Santos City. The study design was quantitative in that it used calculated

quantities to test assumptions and make forecasts, and then used statistics to

explain an occurrence. This approach allows the researcher to use statistics in

mathematical experiments to verify that the results are statistically related, as

well as to clarify their conclusions using numbers (2016, Kowalczyk).

Respondent of the Study

The respondents of the study are 100 online sellers selected from

Dadiangas West in General Santos City. These individuals are considered

knowledgeable about the use of information technology in marketing their

products or services.

The selection of online sellers as respondents is relevant to the study as

they represent a significant sector of the business industry that heavily relies on

information technology to promote and sell their products or services. Through

their experiences and practices, the study can gain insights on how information

technology influences their marketing strategies, the challenges they face, and

the opportunities that come with using such technology. It is important to note

that the study's findings from the 100 respondents may not be generalizable to

other areas or industries outside of Dadiangas West in General Santos City.

Research Locale

The research locale for the study is Dadiangas West, General Santos City,

Philippines. Specifically, the study focuses on selected online sellers operating

within the area.

 Figure 3. Map location

Research Instrument

An adapted survey questionnaire is used as the data collection instrument

in this study as a basis for collecting, recording, and measuring data that was

required to provide answers to our research questions. It was adapted from the

study of (Dadashzadeh,2009).

Data Gathering Procedure

In order to conduct a study outside the premises of Cronasia Foundation

College Inc., the researchers shall obtain a formal letter from the Research

Directress of said institution, requesting permission for such endeavor. Following

the approval of said letter from the Research Directress, the researchers shall

then request a letter from the School Principal, seeking permission to conduct

the survey outside the premises of the institution. Once both approvals have

been granted, the researchers shall prepare and send a permission letter to the

Barangay Chairman of Dadiangas West, as a courtesy call, seeking permission to

conduct the survey among selected online sellers within the area.

Once all necessary approvals have been secured, the researchers shall

circulate a questionnaire to the identified respondents. The means of distributing

the questionnaire shall be conducted face-to-face. To ensure a more accurate

representation of the respondents' opinions and to minimize any biases, the

researchers shall provide respondents the option of remaining anonymous.

After the respondents have filled up the questionnaire, the collected

surveys shall be counted, tabulated, processed, and interpreted using

appropriate statistical techniques. The researchers shall meticulously analyze the

data gathered from the survey to provide significant insights into the study's

objectives.

SURVEY QUESTIONNAIRE

THE IMPACT OF INFORMATION TECHNOLOGY ON MARKETING STRATEGIES ON

THE SELECTED ONLINE SELLER IN DADIANGAS WEST
GENERAL SANTOS CITY

Dear respondent,

We, the learners at Cronasia Foundation College, Inc. conducting a research

study on the impact of information technology on marketing strategies on the selected
online seller in Dadiangas West General Santos City as a requirement for Practical
Research 1- Accountancy, Business and Management (ABM), I kindly request you
to spare some time and fill this questionnaire. The information given will be used
for academic purposes only and will be treated with utmost confidentiality. Your
cooperation will be highly appreciated. Thank you.
Scale: Legend
5- Strongly Agree
4- Agree
3- Moderately Agree
2- Disagree
1- Strongly Disagree

Variable Items 5 4 3 2 1
1 Website traffic management is an essential aspect of
your organization's IT strategy.
2 Your organization's website has been optimized to
generate maximum traffic.
3 The effectiveness of your organization's social media
Website Traffic efforts in driving website traffic is being evaluated.
4 The alignment of your organization's website traffic
management efforts with overall business goals is being
assessed.
5 The importance of website traffic to your organization's
overall success is being considered.
6 The frequency of using information technology to
engage with customers is being examined.
7 The extent to which information technology enables
personalized customer engagement is being
investigated.
8 The integration of information technology with your
Customer
current customer engagement strategies is being
Engagement
evaluated.
9 The likelihood of recommending information
technology for customer engagement to others is being
considered.
10 The level of satisfaction with the available information
technology tools for customer engagement is being
assessed.
11 The agreement on whether the organization has a
comprehensive understanding of the data analytics tools
and technologies available in the market is being
examined.
12 The level of satisfaction with the investment made by
the organization toward data analytics is being assessed.
Data Analytics 13 The organization analyzes the data to identify areas of
improvement in its products/services
14 The organization emphasizes the training and
development of employees to improve their data
analytics skills.
15 The accuracy and relevance of the data analytics reports
generated by the organization are being evaluated.
 16 The usage of marketing automation software for lead
generation in the company is being queried.
17 The level of satisfaction with the current marketing
automation software being used in the company is being
assessed.
18 The existence of a dedicated team or individual
RelevanceMarketin
responsible for managing marketing automation
g Automation
software in the company is being questioned.
19 Your company evaluates and updates its marketing
automation software regularly to ensure it remains up-
to-date and effective.
20 Your company tracks and analyzes the performance of
its marketing automation campaigns.