Effectiveness of viral marketing in tapsi houses in Binangonan, Rizal Ma. Rochelle G. Daniac, Charlote Eunice B. Garcia, Maricris C. Mansilungan, Jethro S. San Juan

Thesis BSBA- MM University of Rizal System, Binangonan 2017

includes bibliographical references

This study primarily aimed to determine the Effectiveness of Viral Marketing on Tapsi Houses in Binangonan, Rizal. This is conducted in Binangonan, Rizal during the academic Year 2015-2016. The researchers used the Descriptive Method to determine the effectiveness of viral marketing on the tapsi houses in Binangonan, Rizal. Through the questionnaire-checklist, the necessary data have gathered 120 respondents. The respondents are the customers of the tapsi houses who answered the questionnaire of the study. The researchers used the following variables such as the profile of the respondents in terms of age, sex, civil status, educational attainment, monthly income, choice of tapsi house and how the tapsi house is find out. The data was tabulated, analyzed and interpreted using different statistical treatment such as Percentage, Rank Distribution, Weighted Mean and One-Way ANOVA. Based on the findings, the respondents' assessment on the Effectiveness of Viral Marketing on Tapsi Houses in Binangonan, Rizal, and the data specifies that the Social Currency, Triggers, Emotions, Public and Stories have the verbal interpretation of Very Effective with their respective grand mean of 4.34, 4.25, 4.20, 4.24 and 4.39.It means that customers give so much importance on the following factors in purchasing Tapsi House food and service. And Practice Value was assessed as Effective with the grand mean of 4.17. It means that customers also consider practice value in assessing the effectiveness of viral marketing. In addition, based on the respondents assessment on the effectiveness of Viral Marketing on Tapsi House in Binangonan, Rizal, it can be concluded that there is no significant difference between the respondents' profile and their assessment of the constraint in terms of age, educational attainment, sex and how the tapsi house is found. Therefore the null hypothesis was not rejected. However, there was a significant difference in terms of civil status, monthly income, and the choice of tapsi house. Therefore the null hypothesis was rejected. Based on the foregoing conclusions, the researchers recommend the following: The Tapsi Houses must find new ways to encourage their customers to utter positive Word of Mouth, Viral Marketing or post stories through internet about their business. And meet the expectations of their customers.Owners or managers should at least acknowledge their loyal customers who encourage and bring their family and friends to eat in their Tapsi House.Tapsi Houses' owners and crews must build a better relationship with their customers since emotions have a big impact on people.Develop a better customer service, exceeds the expectation of the customers.Tapsi Houses must accommodate the use of internet to encourage people to patronize the product and service they offer.Further researchers are also recommended to support this study and to determine more improvements to assess the effectiveness of viral marketing.