Log In: A Study on the Relations of Usage Pattern of Social

Networking Sites and Employee Productivity in J. Walter Thompson

A Thesis
Presented to the
Faculty of Behavioral Sciences Department
De La Salle University

A Course Requirement For The

Degree of Bachelor of Arts in Behavioral Sciences
Major in Organizational and Social Systems Development
Special Term, SY 2015-2016

By:
Kim Jasper Aquino
John Michael Lapia
Kean Ramos

Abstract

This research intends to understand the relations of J. Walter Thompsons usage pattern
of Social Networking Sites and employee productivity. The study used quantitative method
consisting of (30) items on each questionnaire. Purposive sampling was used to gather thirtysix (36) creative advertising agents from J. Walter Thompson in Makati. Findings show that
employees finish their projects on-time which indicates high level of productivity. The group
also found out that the organization did not have any failed projects during the last quarter.
Although, there was high level of productivity among employees, data suggests that the use of
social media has been insignificant in relation to their productivity. The group was able to
assess that employee productivity was high regardless of their usage pattern of social media
in finishing their projects. Therefore, the researchers failed to reject hypothesis that
employees SNS usage pattern has relations with their socio-demographic characteristics.
Meanwhile, the researchers reject the research hypothesis that employees level of
productivity has association with their SNS usage pattern.

Table of Contents

PAGE
Acknowledgement
Abstract
Table of Contents
List of Tables
List of Figures
Chapter 1: Introduction

Background of the Study

Review of Related Literature
Emergence of Social Networking Sites
Use of Social Networking Sites in the Workplace
Use of Social Networking sites in Advertising
Mode of Access
Number of SNS Account
Frequency of Access
Reasons for Accessing
Effects of Social Media in Employee Productivity
Synthesis and Research Gaps
Conceptual Framework

Statement of the Problem

Hypotheses
Definition of Terms
Significance of the Study
Scope and Delimitations

Chapter 2: Methodology

Research Design
Population and Sampling
Instrumentation
Data Gathering Procedures
Data Analysis
Methodological Limitations

Chapter 3: Results
Chapter 4: Discussion
Chapter 5: Summary, Conclusion, and Recommendations

References
Appendices

List of Tables
Table Name

Table Number

Instrument Matrix.1
Step-by-Step Proj. Management Process in JWT ....2
Socio-demographic characteristics of advertising
agents in J. Walter Thompson......3
Mode of access, number of SNS Account, and
Frequency of Access of Advertising agents in
J. Walter Thompson......4.1
Reasons for usage, Social Networking Sites used
in past projects, and Most Efficient SNS to the job
of advertising agents in J. Walter Thompson...4.2
Level of employee productivity of Advertising
Agents in J. Walter Thompson....5
Advertising agents Usage pattern in relation to Age...6.1
Advertising agents Usage pattern in relation to Gender....6.2
Advertising agents Usage pattern in relation to Civil Status..6.3
Advertising agents Usage pattern in relation to
Educational Attainment.6.4
Level of Productivity of Advertising Agents in
J. Walter Thompson in relation to their Usage Patterns.7

Page

Chapter I
INTRODUCTION
Background of the study

Over the last few decades, the cyber world has fundamentally shifted towards userdriven technologies such as social networks, photo-sharing platforms, and online journals.
Overall, these technologies have enabled an interconnection among global communities and
now tagged as social media. The rise of social media in todays society paved the way to the
rise of online social networking sites, such as Facebook, Twitter, and Instagram. Two-thirds
of online adults (66%) use social media platforms such as Facebook, Twitter, MySpace or
LinkedIn. (Smith, 2011). The preceding statement about social networking sites are
professed to be entertaining and interactive these days mainly because it is able to help
users build and connect with different people all over the globe. According to a research from
the blog 24/7 Wall Street, the use of social networking sites in the Philippines, alone is
extremely high, around 95% of them are using Facebook, the Philippines also ranks 8th in
terms of Twitter use. The widespread of social media use in the Philippines has given the
country the prestige to be called as The Social Networking Capital of the World.
The emergence of these social networking sites had caused several organizations to seek for
ways to renovate the workplace and improve their employees productivity.

Proliferation of new and emerging communication technologies can no longer be tuned out
by organizations. Looking at how powerful these social networking sites today, it can be seen
that people from different organizations may have a variety of motives in using social

networking sites, some access it for personal use while some uses it for work related things.
Based on a survey by Proskauer.com conducted during 2011, social media usage in the
workplace brought interesting facts that have often been misunderstood. This is because of
the notion that social media and business would not be of good combination. (Karaian, 2014)
perceives the occurrence of the unstable relationship between social networking and
business.

Due to the fast changing technological advancements, businesses and customers as

well take notice of social media. In order to adapt to these changes, organizations try to
research on modern societys patterns of consumption (Bond, Ferraro, Luxton, & Sands,
2010). There has been a study during 2013 by Stelzner (2014) in the advertising industry that
state those businesses found various advantages in using social media. The 92% of their
respondents believed that their utilization of social media resulted to improving their business
publicity. 64% of the respondents reveal that they spent 6 hours or more and 37% of them
use it for 11 or more hours on a weekly basis. Bond et. al (2010) suggests that those who
maximize Social Networking Sites as platforms of communications in the advertising industry
could improve consumers engagement, brand loyalty to the business, and productivity.

The study, therefore, aims to determine the relations of employees use of Social
Networking Sites and employee productivity in J. Walter Thompson. It also aims to look at how
their usage pattern of SNS relates with their socio-demographic characteristics.

Review of Related Literature

The study intends to examine employee productivity in J. Walter Thompson and how it
relates with employees use of Social Networking Sites in the workplace. It also aims to look at
how their usage pattern of SNS relates with their socio-demographic characteristics. This
section presents studies that examined the same topic or presented findings that relate to the
topic. This section has four parts, as follows: (1) usage pattern of socio-demographic
characteristics of employees who use social networking sites in their respective workplaces,
(2) different usage patterns they have in using social media, ranging from the type of social
media they access in the workplace to the time they are devoting for social networking sites,
(3) the respondents perception regarding productivity in the workplace and (4) their
relationship between the employees socio demographic characteristics and patterns of social
media usage to productivity in their respective workplaces.

Emergence of Social Networking Sites

Based on Aguenza et. al (2012), social networking sites were discovered to serve as
vessels of communications to people in society. A research on Demographics of Social Media
Users conducted during 2012 found out the overall number of social media users less than
50 years of age is more likely to use at least one of these sites and most of them are in the
age range of 18-29 at 83%. The study also found out that Facebook is the most visited

social networking site because it is patronized by the most number of users with more than
half of adult online

users stating that each have registered accounts on this site. Aguenza et. al (2012) stated
that Facebook has 845 million active users in 2012 around the world... These indicate the
increasingly popularity of social networking sites among users and are still attracting
thousands of new users daily. A relative article by Mayer Brown Organization (2011) has
found during 2011 that the overall number of Facebook users has a ratio of 1 to 13 to the
number of people in the world (Mayer & Brown Organization, 2011).
Some of the most popular networking sites besides Facebook, have significant user shares in
the total number of internet users. Also taken from the research on Demographics of Social
Media Users conducted during 2012, the percentages of these sites who are also considered
as major social networking sites, namely Twitter, Pinterest, Instagram and Tumblr have 16%,
15%,13% and 6% respectively.

Social Networking Sites in the Workplace

In the past few years, social media use as a platform of communication has inflated as
well as its influence to organizations (Sloan, 2012). Todays computer savvy generation is
continually evolving to effectively provide for the need of its people thus also changing the way
organizations operate and participate in the whole system. The rise of social media rapidly
changed the way individuals interact with each other. The use of social networking sites

continues to grow, a recent Ethics & Workplace Survey (Deloitte L.L.P., 2009) found that about
55% of employees visit social networking sites at least once every week and only a little more
than 20% of organizations have formal rules or policies that dictate how employees use social
media in the workplace. Based on Ferreira and du Plessis (2009), employers have had to deal
with issues concerning the employees' use of Internet via organizational information and
communication technology infrastructures. Many organizations are able to effectively employ
acceptable use of policies combined with other defense technologies to manage Internet
access and use.
The emergence of this phenomenon had attracted researchers to conduct various
studies in order to examine the effects of the use of social media at work to the productivity of
employees. According to Moqbel (2012), the use of these social media affects the employees
job satisfaction, organizational commitment absenteeism, turnover intention, innovative
behavior and job performance. There are some who found out that it had positive effects to
the employees morale and happiness level. An example of which was the capability to
socialize online make the employees happy thus leading them to be efficient at work. The
concept of Absenteeism affects productivity negatively, and even when employees are
physically present at their jobs, there is the possibility of decreasing productivity and below
normal work quality, also known as the concept of decreased presenteeism. Decreased
presenteeism is evident among employees who engage with social media during work hours,
contributing to reduced productivity levels. (Munene & Nyaribo, 2013). Although, there are
certain worries of companies with regards to accessing social media in the workplace as
source of wasting time (Rooksby, 2009).

Social Networking sites in Advertising

Based on the research of Pradiptarini (2011), there was an increase on the amount of
companies which have included social media as part of their marketing strategy, even though

there is a finite amount of information that would prove of its effectiveness. Vaynerchuk (as
cited in Pradiptarini, 2011) also mentioned that the marketing programs of companies are
uncertain whether they should include social media because the existing information they
possess does not prove the effectiveness of social media platforms.

Mode of Access

The proliferation of mobile devices such as smartphones, netbooks and laptops has
largely contributed to the increasing number of users of social networking sites. The newly
emerging trends gains more momentum as the younger generation enter the workforce thus
increasing the number of organizations that will allow its employees and contractors to bring
personally owned devices into the workplace (Unisys, 2010). In a study conducted in
Thailand regarding managers use of social media in the workplace, researchers found that
all of their 12 respondents are using their mobile phones to access the sites, 6 out of 12
respondents use their office computers, 3 of them use their laptops, while 2 respondents use
tablets as a mode of access to social networking sites (Jirakoonsombat, 2013). Number of
SNS Accounts The findings of Lenhart, Purcell, Smith &Zickuhr (2010) that as of May 2008
show that more than half (54%) of the adults use one social networking site, while 29% make
use of two social networking sites. The remaining 13% had accounts on three social

networking sites respectively. However, as of September 2009, adults show an increase in

usage of multiple social networking sites. The percentage of users of only one social
networking site decreased to 45%, while adults who use two social networking sites
increased to 36% respectively. These social networking sites include Facebook as the social
network of choice while mostly use MySpace as their second social network, and some
adults own an account in LinkedIn.

Number of SNS Accounts

The findings of Lenhart, Purcell, Smith &Zickuhr (2010) that as of May 2008, show that
more than half (54%) of the adults use one social networking site, while 29% make use of
two social networking sites. The remaining 13% had accounts on three social networking
sites respectively. However, as of September 2009, adults show an increase in usage of
multiple social networking sites. The percentage of users with only one Social Networking
Sites decreased to 45%, while adults who use two social networking sites increased to 36%
respectively. These social networking sites include Facebook as the social network of choice,
while mostly use MySpace as their second social network and also own an account in
LinkedIn.

Frequency of Access

There is a rapid rise in the usage of social media in organizations both with relations to
work and for personal use (Frank & Sommer, n.d). Social Networking Sites have been
important platforms of communications to Americans. According to research during 2010,

they have spent 22% of their time online (Jatana et. al, 2012). Also, the recent Deloitte L.L.P.
2009 Ethics & Workplace Survey found that about 55% of employees visit a social
networking site at least once a week, but only 22% of firms have formal policies that dictate

how employees can use these social networking tools. One of the key findings in a survey
regarding The most common components of these social media policies include disclosure
that social media use may be monitored and guidelines for employees social media use on
both a professional and personal level. Research findings suggest that organizations that
allow employees to use the internet including social networking sites during work hours while
imposing policies that limit their access to sites that are work-related result in a higher level of
productivity. Employees spend an average of less than an hour in accessing non-workrelated sites, mainly during the early hours of work, lunch breaks, and before the end of their
work hours (Broughton, Cox, Higgins, & Hicks, 2009).The users of social media in January
2012 averages in minutes are as follows: 405 minutes of usage on Facebook, 89 minutes
both for Tumblr and Pinterest, 21 minutes on Twitter, 17 minutes on LinkedIn, 8 minutes on
MySpace and 3 minutes on Google+ respectively. (Munene&Nyaribo, 2013).

Reasons for Accessing SNS

Organizations show an increase in the use of social media for marketing and consumer
outreach without distinguishing its drawbacks and benefits to productivity. (Munene&Nyaribo,
2013). According to Awolusi (2012), many corporations have tried to experiment on the use of
social networks to improve operations due to an increase of Facebook users by 145% within
the year 2009 to 2010. However, social networks are considered to be effective only if

it provides business value to the corporations. Based on the Mayer Brown Organization
(2011), organizations allow employees to use social media in the workplace in order to
develop business and commercial relationships. expounds on how these Social Networking
Sites have been used for employees to develop a thinking process beyond limitations. The
data has found out that productivity in the workplace is 9% higher when the workers make
use of social media. Throughout the world, 70% of companies utilize social media use in the
workplace. Researchers found out that those who have implemented the use of these sites in
their respective organizations have better chances of developing faster than those who do
not allow its use in their company. (Diercksen et. al, 2013)

Social Networking Websites and Employee Productivity

Social networking can help organizations be more productive because it also allows
employees in the workplace to form a group that fosters a culture of diversity, respect, and
openness. Social networking provides incredible knowledge and information to be able to stay
on top of business industry (Aguenza et. al, 2012). Social media networks can be beneficial to
organizations because of the open communication they foster (Zammit, Martindale &Lowther,
2011). Diercksen, DiPlacido, Harvey & Bosco (2013) also believes that with the use of social
media, it may be perceived to help in strengthening the social bonds and relationships among
colleagues. The connections between individuals may help them understand and enhance
peer relations. It helps members of the organization understand each others key interests and
sources of motivation.
There are also studies that suggest Social networking sites put t the reputation of the
entire organization at risk Cairo (2011) believes that organizations consider social networking

sites disruptive in the workplace. The use of these sites may disturb employee work and
productivity due to personal use that tend to distract them. Klein & Shaw (2009) also found out
those organizations that give employees the freedom to use Facebook in the office decrease
in their work productivity. There are perceived risks of employees use of social media as
wasting time, sexual harassing colleagues and releasing valuable information online
(Patterson, 2012).
Synthesis and Research Gaps

The integration of social media in the workplace is believed to have an impact on

employees productivity. However, there are still uncertainties whether the potential effects of
these social networking sites provide positive or negative effects to the business industry.
Social media use in the workplace is seen as an interactive tool that provides incredible
knowledge and information to the employees but also produces risks such as the decrease in
productivity level of employees due to the intervention of personal issues in the work
environment.
This study examined three aspects among employees of J. Walter Thompson
advertising company: (1) The specific types of social networking sites the employees use, the
frequency of access, their reasons for accessing these sites, (2) the similarities of the socio
demographic characteristics of employees and (3) the employees productivity level based on
how frequent they accessed these Social Networking Sites.
The use of Social Networking Sites has been widely dispersed all over the globe. The number
of companies who adapted to the utilization of these technological advancements has

increased in numbers since the past decade. The impact of Social Networking Sites in society
has been given attention by various scholars through publishing a number of journal articles.
Despite these studies regarding the impact of social media to human productivity, the
research about the use of the Social Networking Sites in relation to employee productivity is
limited. Most of the studies were focused on the business aspect such as its use in advertising
and marketing purposes.
The researchers aim to determine if there is a relationship between the employee
demographics, which includes age, gender, position, the usage pattern they have with regards
to the use of social networking sites, and their productivity in the workplace.

Conceptual Framework

The advancement of technology had inspired company owners to integrate the use of
various devices to the work environment thus giving the workforce the choice to access the
internet, specifically social networking sites (SNS) even while in the workplace. The increased
use of SNS in work related activities in workplaces is now widely observed. However, the use
of SNS in the workplace can either be beneficial or detrimental for the overall growth of the
company. There are limited studies however done regarding the possible effects of SNS use
on employee productivity. According to Moqbel (2012), the use of these SNS affects the
employees productivity. This study aims to examine employee productivity in relation with
their use of SNS. This study describes the effects of usage of SNS in the workplace on
advertising agents productivity. It also aims to look at how their usage pattern of SNS
associates with their socio-demographic characteristics (see Figure 1).

Figure 1. Conceptual Schema

The socio-demographic characteristics of the employees of J. Thompson in Makati City

was first asked to see pattern on their profile, which include sex, age, civil status, and their
highest educational attainment. The study assumes that these personal characteristics
influence their usage pattern of SNS. Then, their usage pattern of social networking sites
(SNS) was drawn based on their mode of access or gadget use to access SNS, SNS
account/s, their frequency of use in a day, and their reason/s for access. The production of the
output of the company follows a specific process: The first part of the process is the planning
and design. In this stage, advertising agents were briefed regarding the project and eventually
the team will start to brainstorm for possible strategies and ideas they can use for the project.
The next stage is the execution; in this stage the team will conduct several meetings to
present the proposals to everyone and to their clients. The third stage is the implementation
stage, this is where the actual production of the outputs were being done such as posting or
airing of advertising campaigns. The next stage is the post-implementation, in this stage, the
overall efficiency of the project was evaluated, this is also the stage wherein employees were

assessed based on their performance and contribution to the project. The last stage is the
actual output. The study assumes that usage pattern follows the process needed for them to
produce the required output. By following the production process, the study would be able to
identify and map the mode of access or gadget use to access SNS by the employees, their
access to their SNS account/s, their frequency of use in a day, and their reason/s for access
which overall influence employee productivity. Lastly, their employee productivity in a month
was asked and measured based on the number of outputs/programs/projects accomplished in
a month.
This study assumes that employees productivity is influenced by their usage pattern of
SNS. It also looked into how their usage pattern of SNS relates with their socio-demographic
characteristics.

Statement of the Problem

The study aims to examine relations of employee productivity in J. Walter Thompson and their
use of Social Networking Sites. It also aims to look at how their usage pattern of SNS
associates with their socio-demographic characteristics.
Specifically, it intends to answer the following questions:
1. What are the socio-demographic characteristics of the employees in J. Walter Thompson, in
terms of:
1.1. age
1.2. sex,
1.3. civil status, and
1.4. highest educational attainment

2. What is their usage pattern of SNS, in terms of:

2.1. Mode or gadget use;
2.2. Number of SNS account/s;
2.2. Frequency of access; and
2.2. Reason/s for using;

3. What is their level of employee productivity in the workplace?

4. How is their usage pattern of SNS related with their socio-demographic

characteristics?

5.

How is their level of productivity in the workplace related with their usage pattern of

SNS?

Hypotheses:
Ho (Null Hypothesis1):
Employees SNS usage pattern has no relations with their socio-demographic characteristics.
Ha (Research Hypothesis1)
Employees SNS usage pattern has relations with their socio-demographic characteristics.

Ho (Null Hypothesis2):
Employees level of productivity has no association with their SNS usage pattern.
Ha (Research Hypothesis 2)
Employees level of productivity has association with their SNS usage pattern.

Definition of Terms

Socio-demographic Characteristics refer to people traits or information ( Aguenza et. al,

2012). In the study, these include employees information like sex, age, civil status, and
highest educational attainment.
Social Networking Sites refers to any website that allow people to create public profiles
and use it as an instrument of interaction and communication with other people all over the
world. (as cited in Aguenza et. al, 2012). In the study, this refers to website/s accessed by
the employees to fulfill their work or work related activities, like Facebook, Twitter, Youtube,
Instagram, etc.
Usage Pattern refers to the individuals actions and behavior when using Social Networking
Sites. (Broughton et. al, 2009). In the study, this refers to the users behavior or routine of
visiting these SNS.
Mode of access - refers to the medium employees use to access social media websites,
commonly with the use of personal laptops and mobile phones. (Mayer & Brown
Organization, 2011). In the study, this refers to gadget used by employees to access social
media. Examples of which are mobile phones, tablets, and laptops.

SNS account/s actual number of SNS account/s of an employee. An employee could have
one account or several accounts in a SNS or a separate account for personal use and
another account for work related activities in a SNS.
Frequency of access-- refers to the number of times in a day employees visit SNS while in
the workplace. (Broughton et. al, 2009). In the study, this refers to the number of times in a
week employees visit SNS or several while in the workplace or while doing work related
activities.
Reasons for Access - refers to the motive or purpose why employees access SNS in the
workplace for any purpose. (Broughton et. al, 2009). In the study, this refers to employees
intention to access SNS in the workplace for work-related operations.
Employee Productivity - In general, productivity of an employee is measured in terms
individuals output/s produced in a given task (Aguenza, 2012). In this study, it refers to the
number of Outputs/Projects completed or accomplished on time during the first quarter of the
year (2015).

Significance of the Study

The increasing number of organizations that allow social media access in the workplace
due to the fast-paced advancement of modern technology is widely seen all over the globe. At
present, employees in the organizations are able to access social media during work hours,
while these organizations have only put up policies with the use of the internet in general.
Therefore, it is important to find out whether the productivity level of the employees is affected
by their access of social media in the workplace lean towards a positive or negative manner.
Furthermore, it is also important to understand which social media the employees use, their
reasons for accessing, and the frequency of access of the employees of organizations that
allow social media access during work hours.

Scope and Delimitation

The research seeks to determine how frequent employees access social media, their
reasons for accessing, how employees who access social media in the workplace influence
their level of productivity, and the similarities and differences of the productivity.
The scope of the research was an advertising company, J. Walter Thompson located in
Makati that allows their employees to access social networking sites during work hours. A
study was conducted on employees frequency of access to Social Networking Sites in the
workplace. The research did not tackle organizations that are not related with advertising.

Chapter 2
METHODOLOGY
This section presents the research design and sampling of the study. It also presents the
data collection instrument, data gathering procedure, plan for data analysis and
methodological limitations.
Research Design
The study used a descriptive research design. The study has examined employee
productivity in J. Walter Thompson in relation with their use of Social Networking Sites. It also
looked at how their usage pattern of SNS associates with their socio-demographic
characteristics.
The research employed quantitative approach with the use of survey as its method to
gather data. A structured questionnaire was used as its data collection instrument.

Population and Sampling

J. Walter Thompson, an advertising firm in Makati City, was the organization site for the
study (see Appendix A). All in all, the team is only composed of 41 advertising agents. From
this, a sample of 36 agents was asked to join the survey (see Appendix B). The sampling
method used is purposive sampling due to the limited number of the population.

Instrumentation
A self-administered questionnaire was used as the data collection instrument for the
study (See Appendix C). The instrument contained questions covering the topics presented in
the matrix below (see Table 1). The instrument has 3 sections: part 1 addressed their sociodemographic characteristics, part 2 examined their usage patterns of SNSs, and lastly, on
their employee productivity.

Table 1. Instrument Matrix

Blocks/Sections
I. Socio-Demographic Characteristics

II. Usage Pattern of Facebook

III. Employee productivity

Variables
Sex
Age
Civil Status
Educational Attainment
Mode of access
Number of SNS Account/s
Frequency of access
Reasons for access
Number of Outputs/Projects completed
or accomplished on time in the first
quarter of the year.

Table 2.Step-by-step Project Management Process in J. Walter Thompson

Planning and Design

Briefing of the project
plan
Brainstorming of ideas
Conceptualization
Advertising strategy
Table 2.1

Post Implementation
Evaluation of overall
project efficiency
Employee Assessment

Table 2.3

Execution
Presentation of
proposals
Team Meetings
Client Meetings
Table 2.2

Implementation
Project Coordination
Production
Posting/Airing of
advertising campaigns
Project Supervision
Table 2.4

Outputs
Concept Development
Artwork Design
Advertising Strategy
Radio Airtime
Posters
Campaign
Advertisements
Table 2.5
Table 2
The tables represent the step by step process creative agents go through in finishing
each project. In majority of the stages of the project, the creative team uses various Social
Networking Sites such as Facebook, Twitter, Youtube, Instagram and etc. They use different

features of these sites depending on their needs. For example, Facebook has many features
such as messaging, groups, photo and video sharing and a place for advertisements for
communicating with their members online. On the other hand, they may also use Twitters
features like tweets and direct messaging for publicity purposes. Youtube is known as a
platform for video sharing and also placing videos that may serve as advertisements. For their
publicity, Instagram may also be utilized as photo and video sharing grounds by the
advertising agents.

Data Gathering Procedure

In collecting data, the study followed these steps as enumerated below:
The researchers have chosen one advertising company that allows its employees access in
Social Networking Sites. In this study the J. Walter Thompson, an advertising firm in Makati
City, was the organization site for the study.
The researchers have chosen respondents who are using Social Networking Sites while
in the workplace and are advertising agents from the said organization. Consent was also
asked through Ms. Charo Giron, the Administration & Expense Supervisor of J. Walter
Thompson.
The researchers briefly explained the purpose of the study to the respondents before the
survey. Survey forms were given to the respondents and retrieval of questionnaire was sought
with the help of the organization in three weeks time.

Data Analysis

The data gathered from the study was analyzed using both descriptive and inferential
statistics. Descriptive statistics was used to describe pattern of responses from sections 1 to 3
of the questionnaire by using frequency, mean and range. Inferential
Statistics was used to test association between employee productivity and their usage pattern
of SNS, as well as its relations with their socio-demographic characteristics.
The data was analyzed using the Spearmans rank correlation coefficient or Spearmans
rho, a nonparametric measure of statistical dependence between two different variables. It
assesses how well or significant the relationship between two variables. This methodology is
used in the study since the number of sample size is small and in nonparametric form.

Methodological Limitations
Since the study is quantitative in nature and a structured instrument was used, drawing
qualitative experiences was not possible. The results of the study may not be a good basis for
generalizing to all advertising companies in Metro Manila because of the small sample size
and because of the non-probability sampling wherein there was an unequal chance for every
member of the population to be selected. Although this company is an adequate
representation of the topic of interest, one cannot be sure
that the results arrived at can be accurate at all times. Another limitation is that the
respondents may have presented a socially desirable attitude wherein they did not state
honest answers in order to show that they are more responsible and productive than other
employees. In addition, the nature of the study only provides numerical descriptions rather
than detailed.

CHAPTER 3

RESULTS

This chapter presents the results of the employee productivity in J. Walter Thompson
in relation to their usage of Social Networking Sites. It begins with a discussion of the
respondents usage pattern in accessing SNS. Furthermore, it is followed by a description of
the analysis of the respondents level of productivity based on the expected timeframe of the
projects and the amount of time it was accomplished. It is then finalized with an analysis of the
respondents usage pattern in relationship to each variable given and the synthesis of the
results
.
Respondents Profile
In this section, it will present the results of respondents age, sex, civil status,
educational attainment in the organization.

Socio-demographic Characteristics
The study involved 36 respondents of J. Walter Thompson exclusively from the creative
department. In Table 1, the socio-demographic characteristics of the respondents are shown.
The survey forms were distributed to the creative agents that are eligible to participate in the
study. The researchers gathered an equal sample of male (15) and female (21). The average
age of the respondents is 28 years old.

As an important variable in relation with their usage pattern, the researchers only
included the following: age, sex, civil status, and educational attainment.

Table 3.Socio-demographic characteristics of advertising agents in J. Walter Thompson

Socio-demographic
Characteristics

Young Adult
Adult

27
9

Male
Female

15
21

Single
Married

23
13

AGE

SEX

CIVILSTATUS

EDUCATIONAL ATTAINMENT
College Graduate
With Masters Degree

35
1

As may be seen from table, there were more female employees (21) than male
employees (15). The next part of the table shows the age of the respondents. For simplicity,
age was divided into two: Young Adult, which referred to those who are aged 30 years and

below, and Adult, which referred to those who are aged 31 years and above? As may be seen
from the table, three-fourths (27) of the respondents were young adults while the remaining
one-fourth (9) were adults. The next part of the table shows the civil status of the respondents.
Almost two-thirds (23) of the respondents were single, while the remaining (13) respondents
were married. The last part of the table shows the respondents educational attainment. All
(36) of the respondents were college graduates, one (1) of the respondents was able to
achieve a masteral degree after college.
Usage Pattern
The respondents were given a survey that consist of a list of mode for accessing social
networking sites, the number of social networking site accounts owned, and frequency of
access. The respondents were also provided with a list of statements with regards to their
reasons for accessing social networking sites, the social networking sites used in past
projects, and the most efficient social networking site used in the workplace. To properly
complete the survey, the respondents were asked to tick out the choices that the respondent
agreed to, and those that are applicable to them.
The employees usage pattern was divided into two tables: The first table shows the
employees usage pattern, categorized by their mode of access, number of social networking
sites account, and frequency of access. The frequency of access was also divided into two
categories: The number of days per week, and the number of hours per day. The second table
shows the employees reason for accessing divided into three categories: reasons for usage,
social networking sites used in past projects, and the most efficient social networking site
based on the employees responses.

Results of each category are summarized below.

Table 4.1 Mode of access, number of Social Networking Site Account, and Frequency of
Access of Advertising agents in J. Walter Thompson
Usage Pattern

Mode of access
Smart Phone
Laptop
Desktop
Tablet
# of SNS Account
3-4SNS
1-2 SNS
7 or more
5-6 SNS
Frequency of Access
Days per week
4-5 days
6 or more
1 day
2-3days
Hours per day
3-4 hours
4-5 hours
2-3 hours
1 hour
6 or more

30
24
21
12
19
8
6
3

22
11
2
1
14
9
5
5
3

As seen in the table, the respondents usage pattern was then categorized by their mode
of access. More than two-thirds (30) of the respondents make use of smartphones, two-thirds
(24) use laptops, almost two-thirds (21) use desktops and one-third (12) make use of tablets

which shows that when it comes to convenience, smartphones were the first choice for
advertising agents.

More than half (19) of the respondents have 3-4 SNS accounts, eight have 1-2 SNS
accounts, six have 7 or more SNS accounts and three have 5-6 SNS accounts.
The frequency of access is then divided by the number of days per week and hours per day
they visit these accounts. Almost two-thirds (22) of the respondents access these sites 4-5
days a week while almost one-third (11) visit 6 times or more, two access 1 day a week and
one access 2-3 days a week. This shows that in todays society, accessing social networking
sites is now more of a necessity than a luxury.
After which, the reasons for access of the respondents were identified. Almost all (32) of
the respondents use these SNS accounts as means of communications while two-thirds (24)
for research purposes, fourteen (14) for brainstorming purposes, nine (9) for sharing
documents and only one for entertainment. Generally, social networking sites were seen to be
a good instrument of communication for advertising agents.

Table 4.2 Reasons for usage, Social Networking Sites used in past projects, and Most
Efficient SNS to the job of advertising agents in J. Walter Thompson
Usage Pattern

Reasons for access

Reasons for usage
Communication
Research Purposes
Brainstorming
Sharing Documents
Entertainment

32
24
14
9
1

SNS used in past projects

Facebook
Youtube
Linkedin
Instagram
Twitter
Slideshare
Deviantart
None

32
28
16
12
9
2
1
1

Most Efficient SNS to job

Youtube
Facebook
Linkedin
Twitter
Instagram
Yahoo Messenger

24
23
17
9
6
1

The Social Networking Sites that the respondents utilized in their previous projects were
also identified. Almost all (32) of them have made use of Facebook, more than two-thirds
(28) for YouTube, more than one-third (16) for Linkedin, exactly one-third (12) for Instagram,
one-fourth used Twitter, two for Slideshare, one for Deviantart and 1 did not make use of
any. This suggests that Facebook is one of, if not, the leading social networking site of this
day and age.
The most efficient SNS to advertising agents is YouTube having two-thirds (24) and
Facebook with almost two-thirds (23), Linkedin users have seventeen, Twitter has nine,
Instagram has six and Yahoo Messenger having only one user. It suggests that the content
and ideas generated through Youtube is truly efficient for these advertising agents because
of the kind of job they have and the talent it requires.

Level of Employee Productivity

Presented in Table 3 is the Level of Employee Productivity of the 36 samples. There are
three different clusters in the evaluation system utilized by the organization namely: low,
moderate, high. Depending upon the number of projects (TV Commercials, Radio
Advertisements, etc.) accomplished on-time by these agents. The only criterion used by the
company in evaluating their employees and their productivity is the amount of time used to
accomplish each project. For the first half of the year, the organization was able to
accomplish five different projects, four of which were tv commercials. The time allotted by the
company for a TV commercial is 3 months while it allocates 6 months for other projects that
the company is also handling.

Table 5. Level of employee productivity of Advertising Agents in J. Walter Thompson

Level of Employee Productivity

Project Name

Expected
Timeframe

Time
accomplished

Evaluation

Bactidol TVC

3 months

3 months

On-time

Bactidol OPM
Pinoy

6 months

6 months

On-time

Del Monte Fit

and right TVC

3 months

3 months

On-time

Sinutab flu TVC

3 months

3 months

On-time

Imodium
Fashionista
TVC

3 months

3 months

On-time

Level of Productivity

High

4-5 out of Five = high, 2-3 out of five = moderate, 0-1 out of five = low

As seen on the table, five out of five of the companys projects namely Bactidol TV
Commercial, Bactidol OPM Pinoy, Delmonte Fit and Right TV Commercial, Sinutab Flu TV
Commercial, and Imodium Fashionista TV Commercial for the first quarter of the year were
done on time thus giving the employees a high rating on their level of productivity. The
minimalist attitude of the company when it comes to evaluating their employees was also seen
in the gauge they used in the evaluation process.

Advertising Agents Usage Patterns

The Advertising agents from the organization are mostly young adults. The study
found that most of these young individuals use their mobile phones as a mode of access to
social networking sites in the workplace. This suggests that the convenience mobile
phones give advertising agents is really being considered especially in using social
networking sites as part of their job.

Table 6.1 Advertising agents Usage pattern in relation to Age

AGE
Relatio
n of
Usage
Pattern

Category

Age

Mode of Access
Phone
SNS used in Past
Projects
Instagram

P-Value

-0.4110

0.01

-0.3500
0.3320

0.04
0.05

Significance

Moderate
Strength
Moderate
Strength

Linkedin

Moderate
Strength

*p<0.05; **p<0.01; *** p<0.001

Table 6.2 Advertising agents Usage pattern in relation to Gender

GENDER
Relation
of
Usage
Pattern

Category

SNS used in Past

Projects Twitter
Instagram
*p<0.05; **p<0.01; *** p<0.001

PValue

0.3580
0.3590

0.03
0.03

Significance

Gender

Moderate Strength
Moderate Strength

The table above shows that generally, female respondents access social networking sites
more often than their male counterpart. It shows that female respondents make use of Twitter
and Instagram in their past projects as means of idea generating platforms to enhance their
creativity in the workplace.

Table 6.3 Advertising agents Usage pattern in relation to Civil Status

CIVIL STATUS

Relation
of
Usage
Pattern

Category

Civil
Status

SNS used in Past

ProjectsInstagram
SNS Briefing
Twitter
SNS
Conceptualization
Instagram
SNS Team Meetings
Youtube
Twitter

PValue

Strength

0.4090

0.01

Moderate Strength

0.3360

0.04

Moderate Strength

0.3690

0.03

Moderate Strength

0.4340
0.3370
0.3360

0.01
0.04
0.04

Moderate Strength
Moderate Strength
Moderate Strength

Instagram
SNS Project
Coordination
Twitter
Instagram
SNS Project
Supervision
Youtube
Instagram
SNS Project
Evaluation
Youtube
Twitter
Instagram
SNS Concept
Development
Twitter
SNS Radio Airtime
Facebook

0.3360
0.3360

0.04
0.04

Moderate Strength
Moderate Strength

0.3690
0.3660

0.03
0.04

Moderate Strength
Moderate Strength

0.3370
0.3360
0.3690

0.04
0.04
0.03

Moderate Strength
Moderate Strength
Moderate Strength

0.3730

0.02

Moderate Strength

0.3360

0.04

Moderate Strength

*p<0.05; **p<0.01; *** p<0.001

This table shows the SNS usage of single respondents when they did their past
projects and for the following purposes: Briefing, Conceptualization, Team Meetings,
Project Coordination, Project Supervision, Project Evaluation, Concept Development,
and Radio Airtime. The SNS usage of single respondents with regards to their access
when they did their past projects show that Instagram ranked the highest. As for the
Briefing stage, the respondents mainly used Twitter. Instagram. It was also the SNS
mainly used for the Conceptualization stage. As for the team meetings, three SNS
namely Youtube, Twitter, and Instagram ranked as highly significant. During the Project

Coordination stage, the two SNS that were significantly used were Twitter and
Instagram. With regards to the Project Supervision Stage, Youtube and Instagram were
the two SNS that were significantly used by the single respondents. For the evaluation
part of the project, Youtube, Twitter, and Instagram are the three SNS that were
significantly used by single respondents. The SNS Twitter was also highly used for the
Concept Development stage of the project, while Facebook was the SNS that is mostly
used when it comes to Radio Airtime.

Table 6.4 Advertising agents Usage pattern in relation to Educational Attainment

EDUCATIONAL ATTAINMENT
Relation
of Usage
Pattern

Category

Education
al
Attainmen
t

Mode of Access
Desktop
Hours Spent in SNS
3-4 hours
SNS Briefing

P-Value

Strength

0.3520

0.04

Moderate
Strength

-0.4480

0.01
Moderate

Instagram
Facebook
Twitter
SNS
Conceptualization
Facebook
Twitter
SNS Advertising
Strategy
Facebook
Youtube
Instagram
SNS Presentation of
Proposals
Instagram
SNS Team Meetings
Facebook
Twitter
SNS Project
Coordination
Facebook
Twitter
SNS Production
Facebook
SNS Advertising
Campaigns
Facebook
Youtube
SNS Supervision
Facebook
Youtube
SNS Evaluation
Twitter
Instagram
SNS Employee
Assessment
Instagram
Facebook
SNS Concept
Development
Facebook

Strength

-0.6230
-0.3810
-0.4490

0.00
0.02
0.01

-0.4100
-0.3290

0.01
0.05

-0.4610
-0.4430
-0.4030

0.00
0.01
0.01

-0.3290

0.05

-0.4260
-0.4490

0.01
0.01

-0.4260
-0.4490

0.01
0.01

-0.4610

0.00

Moderate
Strength

-0.4100
-0.3350

0.01
0.05

-0.4030
-0.4020

0.01
0.02

Moderate
Strength
Moderate
Strength

-0.4490
-0.4020

0.01
0.02

-0.5370
-0.3290

0.00
0.01

High Strength

-0.4030
-0.4030

0.01
0.01

Moderate
Strength
Moderate

High Strength
Moderate
Strength
Moderate
Strength
Moderate
Strength
Moderate
Strength

High Strength
Moderate
Strength
Moderate
Strength

Moderate
Strength
Moderate
Strength

Instagram
SNS Advertising
Strategy
Facebook
Youtube
Instagram
SNS Radio Airtime
Youtube
SNS Posters
Twitter
Instagram
SNS Campaign
Advertisements
Facebook

Strength
-0.4430
-0.4100
-0.4030

0.01
0.01
0.01

-0.5370

0.00

-0.3290
-0.3780

0.05
0.02

-0.4100

0.01

Moderate
Strength
Moderate
Strength
Moderate
Strength
Moderate
Strength

High Strength
Moderate
Strength

Moderate
Strength
Moderate
Strength

Moderate
Strength
Moderate
Strength
Moderate
Strength
High Strength
Moderate
Strength
Moderate
Strength

Moderate
Strength

*p<0.05; **p<0.01; *** p<0.001

This table shows that the respondents with a college degree significantly use their desktop
as their mode of access to social networking sites. It is also seen that most of these
respondents, in average, access social networking sites for 3-4 hours in a day. It also shows
the SNS usage of single respondents when they did their past projects and for the following
purposes: Briefing, Conceptualization, Advertising Strategy, Presentation of Proposals, Team
meetings, Project Coordination, Production, Advertising Campaigns, Supervision, Evaluation,
Employee Assessment, Concept Development, Advertising Strategy, Radio Airtime, Posters,
and Campaign Advertisements.
Starting from the Briefing stage, advertising agents primarily use Instagram as their main
choice having high strength while also using Facebook and Twitter as their secondary options
gaining moderate strength. On the Conceptualization stage, Facebook and Twitter were used
and founded to have moderate strength. As their Advertising Strategy, Facebook was found
to be their main SNS preference having high strength while also using Instagram and
Youtube as well in the process with moderate strength. During the presentation of proposals,
Instagram was found to be the only SNS account to be helpful in this stage of the project with
moderate strength. On their team meetings, Facebook and Twitter served as their social
media of choice with moderate strength. For the Project Coordination stage, Facebook and
Twitter have been used having moderate strength. In their Production, Facebook was the
only SNS that was significantly used and found to have high strength. Advertising Campaigns
made use of Facebook and Youtube as their two choices of social media platform having
moderate strength. As for their Supervision, Facebook and Youtube were utilized in the

process founded to have moderate strength. In the Evaluation part, Twitter and Instagram
were both used in the process and founded to have of moderate strength. In the Employee
Assesment stage, two SNS were found to be significantly used by the agents, Instagram
which has a high strength and Facebook with a moderate strength. For the Concept
Development part of the project development, two SNS were significantly used namely
Facebook and Instagram, both having moderate strength. As for the development of the
Advertising Strategy, three of the SNS were used namely Facebook, Youtube, and Instagram,
all of which have moderate strength. For the Radio Airtime stage, only one SNS was used by
the respondents which is Youtube having high strength. In Posters stage, Twitter and
Instagram were the two frequently used SNS having moderate strength. Lastly, Facebook
was the main SNS of choice in the Campaign Advertisements stage of the project having
moderate strength.

Table 7. Level of Productivity of Advertising Agents in J. Walter Thompson in relation to

their Usage Patterns

Level of Productivity
Category

Mode of Access All

# of SNS All
Frequency All
Days/week
Hours /day
Reasons for access All

PValue

Significance

Not significant
Not significant
Not significant
Not significant
Not significant

SNS used in past projects All

SNS Efficient - All

Not significant
Not significant

The table above shows the relationship between the respondents mode of access,
number of social networking sites, and the frequency of their usage with their level of
productivity. It shows that all of the respondents have the same level of productivity which is
high, making the relationship insignificant. Due to the high evaluation given by the
organization to all the projects done by its agents, the researchers were not able to get a
significant result.

Summary of Findings
A total of thirty-six (36) creative advertising agents from J. Walter Thompson were
surveyed, twenty one (21) of which were female agents while fifteen (15) were male agents.
The vast majority of those who responded were categorized as young adults (27) and only
nine (9) were categorized as adults. Almost two-thirds (23) of the respondents were single,
while the remaining (13) respondents were married. All (36) of the respondents were college
graduates, one (1) of the respondents was able to achieve a masteral degree after college.
Overall, mobile phones ranked the highest among the respondents mode of access of
social networking sites, which means that the respondents are not limited to accessing SNS

in their assigned quarters in the workplace. The number of SNS accounts may also be related
with their use of the major social networking sites in the workplace. 3-4 SNS accounts ranked
the highest in which relatively, Facebook, Youtube, LinkedIn and Instagram were the SNS
mainly used in their past projects. The said social networking sites were mentioned in order of
their rankings, in which Facebook ranked the highest and Instagram ranked the lowest of the
four. Additionally, the frequency of access of the respondents suggests that they are highly
dependent on SNS usage in the workplace to accomplish their projects. On a weekly basis,
the majority of the respondents utilize SNS on an average of 4-6 days of usage, at around 3-5
hours per day.

Chapter 4
Discussion of Results

This chapter presents the findings of this study and relates it to other literature that can
be related to the study. This chapter discusses the socio-demographics in relation to the
usage pattern as well as usage pattern relating to the level of productivity.
Relations of Employee Socio-demographic Characteristics and Usage Pattern of SNS
In this part of the study, the researchers have considered age (young adult and adult),
sex (male and female), civil status (single and married) and educational attainment (college
and masters degree) as the variables of socio-demographic characteristics of the J. Walter
Thompson advertising employees. Additionally, the following variables of usage pattern have
been considered: mode of access, number of social networking site accounts, frequency of
access (divided into two categories: number of days per week and number of hours per day)
and reason for access (divided into three categories: reason for usage, social networking site
used, most efficient social networking site to job according to respondent).
According to the study, the use of social networking sites in the workplace is prominent
regardless

of

their

socio-demographic

characteristics.

However, female

employees

significantly use the social networking sites Twitter and Instagram. As for the variable age,
there are more young adults than adults in the workplace. Additionally, young adults
significantly used their mobile phones as the mode of access. They used the social
networking sites Instagram and LinkedIn often in the workplace. As for the variable civil status;
single respondents have significantly used Instagram when they accomplished their past
projects. Aside from Instagram, the following social networking sites were used for the specific

purposes: Twitter was used for briefing of the project plan, brainstorming, conceptualization,
team meetings, project coordination, project evaluation, and concept development. Youtube
and Instagram were used for project coordination, project supervision, and project evaluation.

Facebook was used for Radio Airtime. Lastly, for the variable educational attainment, all of the
respondents had a college degree with only one respondent that had a masters degree.
Additionally, the respondents with a college degree significantly use Desktop as their mode of
access to social networking sites. The respondents with a college degree also significantly
used the social networking site Facebook and Twitter. Furthermore, the following social
networking sites were used for the specific purposes: Instagram was used in the briefing of
the project plan and employee assessment. Facebook was used in production, and Youtube
was used for radio airtime. Lastly, the respondents mentioned significantly spend more time in
social networking sites per day (3-4 hours). The researchers infer that the respondents usage
pattern of these social networking sites in the workplace are due to the following reasons: The
social networking sites mentioned has a broader network which allow the advertising agents
to cover a wider range of the internet user population to present their commercials
successfully. Furthermore, the company readily provided Desktops to the advertising agents
for work-related purposes which attributed to it being the mode to access SNS.
In the study of Lenhart et al. (2010), there was an increase on the number of SNS
accounts that adults use from the year 2008 to 2009. Specifically, there was a 45% decrease
on users that have only one SNS account, while there was a 36% increase on users that have
two SNS accounts. The study of Unisys (2011) also identified that mobile phones and laptops
were the mode of access to many users of social networking sites. Similarly, in the study of
Jirakoonsombat (2013), it was also identified that mobile phones is the primary mode of

access. The findings of these studies were evident in the study of the researchers. The
respondents made use of at least two social networking site accounts, and mobile phones
were significantly used as the mode of access. This indicates that the advertising agents of J.

Walter Thompson were not limited to accessing SNS in their designated working areas. It also
enabled them to make use of the different features provided by the different SNS that were
found appropriate and functional for each stage of the project. Furthermore, the findings of an
Ethics & Workplace survey by Deloitte L.L.P. (2009) discussed that more than half of
employees access social networking sites at least once a week, while in the study of
Broughton et al. (2009), they observed that employees access social networking sites in an
average of less than an hour. In opposition to the former observation, the findings of Munene
& Nyaribo (2013) indicate that the usage of Facebook amounts to 405 minutes or nearly 7
hours, while the usage of other social networking sites amount to more than an hour. In the
case of the study of the researchers, the study of Munene & Nyaribo (2013) has proven to be
more applicable to the respondents. The advertising agents of J. Walter Thompson primarily
made use of SNS for work-related purposes. Most of the respondents accessed SNS in about
4-5 days a week, averaging around 4 hours of usage per day. This indicates that the
respondents rely on SNS to successfully accomplish their projects.

Relations of Employees Usage Pattern of SNS and Level of Employee Productivity

In this research, the level of employee productivity is the amount of time used to
accomplish each project, while the employees usage pattern of SNS are their mode of
access, number of social networking sites account, frequency of access, reasons for usage,
social networking sites used in past projects, and the most efficient social networking site

based on the employees responses. The following social networking sites were used by the
advertising agents of J. Walter Thompson for these purposes: Twitter was used for briefing of
the project plan, brainstorming, conceptualization, team meetings, project coordination, project

evaluation, and concept development. Youtube and Instagram were used for project
coordination, project supervision, and project evaluation. Facebook was used for Radio
Airtime. Instagram was used in the briefing of the project plan and employee assessment.
Facebook was used in production, and Youtube was used for radio airtime. Additionally, the
respondents made use of at least two social networking site accounts, and mobile phones
were significantly used as the mode of access. Furthermore, the advertising agents of J.
Walter Thompson primarily made use of SNS for work-related purposes. Most of the
respondents accessed SNS in about 4-5 days a week, averaging around 4 hours of usage per
day.
The researchers infer that the respondents usage pattern of these social networking
sites in the workplace is brought by the following purposes: each social networking site
mentioned providing unique features that are applicable to the specific work-related purposes.
Furthermore, the number of social networking site accounts of the respondents and their
frequency of access attribute to the advertising agents of J. Walter Thompson relying on SNS
to successfully accomplish their projects. Lastly, the mode of access of the respondents
proves that they are not bounded to accessing SNS in their designated working areas.
There are various reasons for the usage of social networking sites in corporations, which
include marketing and consumer outreach as discussed by the study of Munene&Nyaribo
(2013). In the study of Awolusi (2012), it was also discussed that manycorporations have tried
to integrate the use of SNS in their operations. Vaynerchuk (as cited in Pradiptarini, 2011)

mentioned that there is insufficient information that proves the use social networking sites
being effective. However, as opposed to the former statement, the research of Pradiptarini
(2011) proved that there is enough information on the effectiveness of social networking sites.

As for the study of the researchers, the results indicate that the use of social networking sites
in the operations of the advertising company J. Walter Thomson had proven to enable them to
attain a high level of productivity since the expected timeframe of airing of their projects is
identical to the actual time it was accomplished. However, the findings of the researchers
regarding the usage pattern of the employees do not reflect the reason for attaining a high
level of productivity.

Chapter 5
Summary, Conclusion, and Recommendations
Summary

This study intended to examine the socio demographic characteristics of employees in J.

Walter Thompson, their usage patterns in using social networking sites, the level of their
productivity, the relationship of their usage pattern in using Social networking sites to their
socio demographic characteristics, and whether their usage patterns in using SNS has an
impact to their productivity in the workplace. The study was descriptive and utilized
quantitative methods to be able to gather data from the advertising agents of J. Walter
Thompson in Makati. The data was conducted in J. Walter Thompson having a sample size of
thirty-six (36) respondents from the overall total population of forty-one (41) advertising
agents. The respondents were selected through the use of convenience sampling. The data
was analyzed with the use of descriptive and correlative statistics. The data was presented in
forms of frequencies and statistical tests.

Conclusion

First, majority of the respondents who participated in the study were categorized as
young adults. Young individuals, mostly females, prefer using mobile phones in accessing
their accounts. This indicates that individuals who use social media in the workplace belong to
the said categories. It shows that employees SNS usage pattern have a significant relation
with their socio-demographic characteristics. Secondly, the respondents had no failed

projects, and being able to finish their projects on-time. It suggests that employees have a
high level of productivity in the workplace. However, the level of employee productivity has
been consistently high regardless of their SNS usage pattern; Therefore, the researchers

conclude that the employee productivity have no significant relationship with their SNS usage
pattern.
The researchers accept the research hypothesis that employees SNS usage pattern
has relations with their socio-demographic characteristics. However, the researchers reject the
research hypothesis that employees level of productivity has association with their SNS
usage pattern.

Recommendations
From the data and findings gathered and in order to improve future studies, interested
researchers may take into account the following:
1. Make a comparative study of at least two (2) companies in order to determine the
different and lacking variables that would affect the level of productivity of each.
2. Provide additional variables in relation to the level of productivity of creative
advertising agents to be able to produce more accurate data.
3. To gather an equal number of male and female respondents samples to produce more
accurate results in the socio-demographic characteristics category and its relationship to the
usage pattern.

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APPENDIX A. Profile of the Company Site

J. Walter Thompson is the world's best-known marketing communications brand.

Headquartered in New York, JWT is a true global network with more than 200 offices in over
90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks
among the top agency networks in the world and continues a dominant presence in the
industry by staying on the leading edgefrom producing the first-ever TV commercial in
1939 to developing award-winning branded content today.
JWT Manila is the pioneering advertising agency in the Philippines. It was the first
multinational agency to establish local operations 65 years ago. It was followed with a series
of firsts, like the first to apply strategic planning, the first to introduce branded entertainment,
and even the first to claim a branded Guinness World Record. In recent history, JWT Manila
was the first and only advertising agency in the Philippines to win the Gold Cannes Lions.
JWT Manila provides pioneering business and creative solutions for Unilever, J&J, Kraft,
Shell, Nokia, HSBC, Ford, Mazda, Nestle, Kimberly-Clark, Bayer, Greenfield Development
Corporation and Canon.

APPENDIX B.

Table for Determining Sample Size from a Given Population

N

10

10

220

140

1,200

291

15

14

230

144

1,300

297

20

19

240

148

1,400

302

25

24

250

152

1,500

306

30

28

260

155

1,600

310

35

32

270

159

1,700

313

40

36

280

162

1,800

317

45

40

290

165

1,900

320

50

44

300

169

2,000

322

55

48

320

175

2,200

327

60

52

340

181

2,400

331

65

56

360

186

2,600

335

70

59

380

191

2,800

338

75

63

400

196

3,000

341

80

66

420

201

3,500

346

85

70

440

205

4,000

351

90

73

460

210

4,500

354

95

76

480

214

5,000

357

100

80

500

217

6,000

361

110

86

550

226

7,000

364

120

92

600

234

8,000

367

130

97

650

242

9,000

368

140

103

700

248

10,000

370

150

108

750

254

15,000

375

160

113

800

260

20,000

377

170

118

850

265

30,000

379

180

123

900

269

40,000

380

190

127

950

274

50,000

382

200

132

1,000

278

75,000

382

210

136

1,100

285

1,000,000

384

Note: N is population size, S is sample size

Source: Krejcie, R. V. & Morgan, D. W. (1970). Determining sample size for research
activities.Educational and Psychological Measurement, 30, 607-610.
http://www.cals.ncsu.edu/agexed/aee577a/Class11/sample.html