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Ad(d) Me Online: A Comparative Study on the Social Media Usage of Gawad Kalinga and Unilever for the Promotion of Their Services and Products


Fernando, K.A., & Reyes, C. (2013). Ad(d) Me Online. (Unpublished thesis). University of the Philippines Diliman, Quezon City.

The study aimed to compare the social media usage of Unilever and Gawad Kalinga, profit and nonprofit organizations, respectively. Pursuant to these goals, the researchers described the contents of the social media accounts the organizations have and the factors which have influenced their utilization of social media (i.e. corporate goals, beliefs, and expectations). Concepts from the Uses and Gratifications Theory, Social Media Integration model, Pillars of IMC, and Social Marketing Theory were used to create a framework that shows how these factors affect the social media usage of the organizations, including actions once satisfied or dissatisfied with them.

Data were collected using two research methods: (1) content analysis of the Facebook, Twitter, and YouTube accounts; and (2) focus interviews with the online marketing heads of Unilever and GK.

Findings of this study showed that the difference in the organizational type of Unilever and GK are reflected on the content found in their social media accounts: products and brand-sponsored events in Unilever’s, while civic-oriented activities in GK’s. Still, both organizations recognize that while social media have helped them interact more with their audiences, social media have to work hand-in-hand with the other media they use.


Subject Index: Social Media, Conventional Media, Marketing Mix, Promotions, Unilever, Gawad Kalinga

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