ABSTRACT

Title: Effectiveness of Facebook Live-Stream Advertisement to Students of New Era University

Authors:

Rita Rose Sanchez

Sherwin Rumbawa

Peter Aaron Oro

Dexter Bodbod

John Patrick Cartagena

Claudine Anne Lara Mercado

Jefferson Comia

Carlito Agpalasin

School: New Era University

The purpose of this research study is to examine and identify the effectiveness of

facebook live-stream advertisement. The study constructed four (4) research questions regarding

purchasing behavior, factors that influence a person to buy online, convinces them and how do

they get the attention of customers. The research questionnaires were distributed to CBA students

and the results were collected and analyzed.

Keywords: Effectiveness, Purchasing behavior, Facebook Live-stream and Advertisement

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 Table of Contents
I. INTRODUCTION...............................................................................................................................1
BACKGROUND OF THE STUDY........................................................................................................1
REVIEW OF RELATED LITERATURE................................................................................................3
CONCEPTUAL FRAMEWORK..........................................................................................................11
STATEMENT OF THE PROBLEM......................................................................................................14
ASSUMPTIONS...................................................................................................................................15
SCOPE AND LIMITATIONS................................................................................................................17
SIGNIFICANCE OF THE STUDY.......................................................................................................18
DEFINITION OF TERMS....................................................................................................................19
II. METHODOLOGY............................................................................................................................21
Research Design.....................................................................................................................................21
Population and Sampling.......................................................................................................................21
Sources of data......................................................................................................................................21
Data Analysis.........................................................................................................................................22
III. RESULTS......................................................................................................................................23
INTERPRETATION OF DATA.............................................................................................................23
Respondents’ profile table.................................................................................................................23
Table 2 Positive and Negative Comments..........................................................................................24
Table 3...............................................................................................................................................25
Details of the Product........................................................................................................................25
Table 4...............................................................................................................................................26
Features Benefits...............................................................................................................................26
Table 5...............................................................................................................................................27
Product Price.....................................................................................................................................27
Table 6...............................................................................................................................................28
Product Quality..................................................................................................................................28
Table 7...............................................................................................................................................29
Product Brand Name.........................................................................................................................29
Table 8...............................................................................................................................................30
Number of Views...............................................................................................................................30
Table 9...............................................................................................................................................31
Product Popularity.............................................................................................................................31

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 Table 10.............................................................................................................................................32
Service Offered..................................................................................................................................32
Table 11.............................................................................................................................................33
Unique Product..................................................................................................................................33
SOP 3:....................................................................................................................................................34
Table 12.............................................................................................................................................34
Table 13.............................................................................................................................................34
Table 14.............................................................................................................................................35
Table 15.............................................................................................................................................35
Table 16.............................................................................................................................................36
SOP 4.....................................................................................................................................................37
Table 17.............................................................................................................................................37
SOP 5.....................................................................................................................................................38
Table 18.............................................................................................................................................38
Table 19.............................................................................................................................................38
Table 20.............................................................................................................................................39
Table 21.............................................................................................................................................39
Table 22.............................................................................................................................................40
IV. SUMMARY OF FINDINGS.........................................................................................................41
SOP 2.....................................................................................................................................................41
SOP 3.....................................................................................................................................................43
SOP 4.....................................................................................................................................................46
SOP 5.....................................................................................................................................................47
CONCLUSION.........................................................................................................................................49
RECOMMENDATION.............................................................................................................................53

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 I. INTRODUCTION

BACKGROUND OF THE STUDY

Facebook live streaming is another way to communicate people. Others doing it by

introducing products to make people influence and buy the products they are selling. Streamers

introducing their product, benefits of the product, or the kind of service they have. Many video

advertisements are made online but today’s generation, there are some people who are now using

Facebook application to advertise and it spreads so fast that others already using it. The problem

of our research is how effective the video live streaming is and how this strategy influence

people to purchase the product. Not long ago, Facebook was a platform for sharing the past: the

photos you took, the article you read, the thoughts you had at one moment in time. But now,

Facebook users can share another dimension of their lives and businesses: the present.

The researchers pursue this study with a purpose of knowing how effective the facebook

live-stream is and to give knowledge and ideas for everyone to have a basis and standards on

buying products online and for the advertisers that can get and create an effective strategy to

promote a business/product. Live-stream video can also be watched later after the exact time of

live-streaming.

In late 2015, the social media giant introduced Facebook Live, allowing users to live

stream video to their followers anytime, anywhere. Practically a new content format, Facebook

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Live offers uses for any type of small business looking to engage with customers and generate

leads. A real estate agent could take viewers on a live tour of a listing, while a retailer hosts a live

giveaway for a new product. A financial planner can do a live Q&A to answer questions from

viewers; while a fitness instructor live-streams a class so prospective students can see what it’s

like. Like any marketing tactic, a Facebook Live broadcast might earn only a quick glance from

users as they scroll through the News Feed. But if planned strategically as part of a broader

marketing plan, Facebook Live can help small businesses capture leads, increase loyalty, and

ultimately, grow sales.

“Live advertising on Facebook has increased visibility for both users and businesses. It

also engages fans and calls for attention to events in real-time.” (Shastry, 2011). The benefits of

the live stream feature of Facebook are both for the sellers and customers. The exposure and

possibility of both of the sellers and customers to view each other profiles has been possible

since we get to know who are watching the live stream and who does the live stream. So, live

streaming is one of the best ways in proposing/promoting/selling a business/product.

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 REVIEW OF RELATED LITERATURE

Since social media is the most effective way to promote a product, everyone has using it

as a primary tool to spread news, new trends and everything they want to get to know by

everybody. One of the social media the researchers wanted to know is all about facebook live-

stream. Facebook is one of the most powerful tools to introduce and promote everything. Here

are some research about live-stream and or online video advertising.

Marketing Aspects

Alton, Bakanovas, et al., (2018) “Facebook Live provides a very visceral experience for

your audience and it only amplifies that effect when you can further interact and engage with

them. It’s best to not just point a camera at an event and let it roll. There needs to be an

interaction with the audience. The advantage of facebook Live is that not only do you have the

ability to answer questions verbally via video,but you can also use a second device to response to

questions in real time via the comments section and create a conversation with your audience.

It says here that Facebook live is not just about exposing your physical appearance but an

interaction and a real contact to the audience with the same day and time.

Zuckerberg (2018) “The important thing to keep in mind on this is we don’t need to do

pre-roll because our model is not one where you come to Facebook to watch one piece of

content, you come to look at a feed.”

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 This explains that viewers must encourage watching or seeing the whole content of the

video or document so that every facebook users will have their time worth and well spent in

reading or watching. The content must be attention catcher in the very beginning so the viewers

would be entertained and finish it until the end.

Zuckerberg (2017) “Figuring out what the next big trend is tells us what we should focus

on.”

This explains that business owners must always be updated and or advanced in creating

something new. This could lead the company to become the source of the wants and needs of

consumers. It is always good to come on time but it is better to come as early as well.

Zuckerberg (2011) “The question isn't 'What do we want to know about people?' It's,

'What do people want to tell about themselves?"

Zuckerberg explains that the company must need to know what the consumers want to share

about themselves and their wants and needs and not what people looks based on their life status.

Some people also don’t want to explain themselves so you have to look and observe them to

figure out what they want or what are they needs.

Zuckerberg (2010) "People don't care about what someone says about you in a movie--or even

what you say, right? They care about what you build."

Zuckerberg explains that people don’t care what a company’s background or what people talk

about the company but what most important to them is what a company’s capabilities and

achievements to fulfill the needs and wants and their loyalty.

Steve Olenski (2017) “Live streaming offers a fresh and effective way to pull influencers

into your campaigns.”

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 Live streaming allows viewers to watch with popular influence new level. There’s a thrill

that exist of getting a celebrity or other popular influencer to respond to your tweet or comment.

Live streaming gives a face and voice to the content, items that are lacking in written forms of

advertising.

Mike O’Brien (2018) “2018 has been called the year of video marketing. So was 2017

and several years before that, too, for that matter. It’s always “the year of video” because it’s the

most popular form of content.”

Many brands of advertising in live video because it’s a great way to engage people in

social media. However the biggest benefit of live streaming is simply bringing human element

to digital marketing.

Froman (2011) "In a world that's changing really quickly, the only strategy that is

guaranteed to fail is not taking risks."

This explains that we must do an everyday study to provide the needs and wants of

people regarding to their changing thoughts and behavior on buying/purchasing. If you don’t

want to risk things, then you must have to spend your time well to observe things and gather

information in different sources.

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 The New York Times (2018) "A squirrel dying in your front yard may be more relevant to

your interests right now than people dying in Africa.".

This explains that what everything right in front of you is maybe what you are looking for

or you need for so you must be sensitive and concern. Everything that a person need can be

found in different ways or different areas, but it is better to always look in front you before you

go to the other side or behind.

Blodget (2018) "…Move fast and break things. Unless you are breaking stuff, you are not

moving fast enough."

This explains that if you’re fast as what you think you were, then you must observe your

environment also if you are moving forward as fast as well to know what others think and saw

you on your journey/career.

Forbes (2012) "This is a perverse thing, personally, but I would rather be in the cycle

where people are underestimating us. It gives us the latitude to go out and make big bets that

excite and amaze people."

This explains that don’t be satisfied much based on what you have expected or planned.

Consider what other people say through judgments and comments so that you would be more

creative and gain knowledge on the different point of view of other people.

Stanford Speaker (2013) "People can be really smart or have skills that are directly

applicable, but if they don't really believe in it, then they are not going to really work hard."

This says that all people have skills and different kinds of it. But the real question or fear

of these people is, do they really have guts and courage to compete against others and do they

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believe with their strength and with themselves? People must believe with themselves and their

abilities.

Lusted (2018) "The question I ask myself like almost every day is, 'Am I doing the most

important thing I could be doing?' ... Unless I feel like I'm working on the most important

problem that I can help with, then I'm not going to feel good about how I'm spending my time.”

This explains that you should not focus only with what you are doing important. You

must also look at yourself, how things were going and be sure that you were doing things

happily, satisfied, and right according to what you feel

Fidji Simo (2016) “It’s something that we’re thinking carefully about, and it’s important

to us to create something that is a good experience for people on Facebook and that works for

our partners.”

It is important that whatever we do in facebook, it should be thought carefully.

Considering the different possible outcomes. Before we provide any information or any actions,

it must be for goodness sake of anyone. It'll be reflect our image as a good company.

Micah Gelman (2016) “There are people who are going to follow on Facebook. That’s an

audience we want to reach, with as much content as they want.”

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 People follows on facebook the person who they want to know more about that person as

much information they want to know by using facebook. Companies nowadays are requesting to

know the facebook of their employees because in facebook you will know what type of media

life that person have, but don't forget to be carefull on using social media it might give wrong

facts.

Shastry (2018) “Live advertising on Facebook has increased visibility for both users and

businesses. It also engages fans and calls for attention to events in real-time.”

The benefits of the live stream feature of Facebook are both for the sellers and customers.

The exposure and possibility of both of the sellers and customers to view each other profiles has

been possible since we get to know who are watching the live stream and who does the live

stream. So, live streaming is one of the best ways in proposing/promoting/selling a

business/product.

Burge (2016) “Live streaming on Facebook allows users to engage with the real people

behind a brand, gaining confidence and applauding transparency, as everybody seems to be tired

to engage only with a logo or a website.”

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 The live stream feature on Facebook allows both consumers and producers get to engage

each other. The consumers get to know the people behind the brand, therefore, they can ask

questions regarding to the product they’re selling and can get the answers immediately as

compared to just reading to the website of a specific brand, the consumers got tired because the

answers to their questions regarding to their product will take time.

Lim Lap (2011) “The Internet has become a popular advertising platform because

marketers found that the Internet possess greater flexibility and control over the advertising

materials.” Marketers (business people) say that the internet has become a popular way to

advertise because you can easily manipulate or control your advertisement. It gives convenience

to your customers because they can easily communicate to the sellers. For example, in Facebook,

there’s a messenger feature where customers can reach/message you if they have further

inquiries about the product.

Alton, Bakanovas, et al., (2018) “Give a shout-out to those who engage with you.

Mention their names and answer their questions. It’s one of the easiest ways to make your

audience feel special and appreciated. Since a live stream can be viewed after it has ended, be

sure to go back and respond to any comments left afterward. This helps cultivate a sense of

community. No one likes to feel left out of all the fun.”

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 Building relationship to your customers is important for business owners. Let them know

what kind of business you are having. In doing live, greet your audiences/viewers for them to

feel special as mentioned above so that they appreciate you and get interested in your next video.

Alton, Bakanovas (2018) “Let your audience know you’ll be broadcasting ahead of

time with a simple status update stating the date and time you plan to go live.”

Doing these things will make them educated of why they should watch your

video from the beginning until end. This will help them to be active on time to not

get boring.

Robinson (2018) “With Live, viewers can throw themselves into a personal, engaging

and interactive experience. They have the chance to watch never seen before content as it

happens.”

It can give viewers a chance to react or comment and give suggestions to the video online

as it is happens. It can also help the online sellers to know the viewers reaction/opinions.

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 Secrist (2017) “Entice your viewers to follow you to stay tuned into the series and offer

incentives to watch.”

This will make help for the company to get popularity for its unique strategy of getting

more customers and acquire loyalty.

Zuckerberg (2018) “People weren’t of Facebook, after all, to watch video content, they

were there to scroll through the feeds and see a large number of content. If facebook content had

video ads playing before the video, people wouldn’t stop to watch.

In facebook videos, if a video gained a lot of views, it will be contract by some company

to include advertisement before playing the video or while the video is playing. If an online

seller gained million of views, it is an advantage for the seller/company to include another

advertisement or product view from the same company for the viewers to give them short details

and to continue on watching the video because live-stream can also watch later after the live-

streaming.

CONCEPTUAL FRAMEWORK

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Advertisements have different kinds such as product advertising, service, events, or

publicizing a job vacancy. They are giving information and educating people to become aware on

these recommendations. Our research focuses on facebook live stream advertisement because

there are many users of facebook worldwide. As of the second quarter of 2018, Facebook had

2.23 billion monthly active users. (The Statista Portal, 2018).

Mark Zuckerberg, (2010) – a CEO of facebook, stated that "People don't care about what

someone says about you in a movie--or even what you say, right? They care about what you

build.”

These words of Zuckerberg will be used in this study, given the importance of perception.

The customers don’t care about what sellers telling about the features, they are only listening and

watching. Customers will be the one to judge and decide whether they purchase or patronize the

product if they got the satisfied or unsatisfied experience to what sellers are advertising and not

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based on what sellers telling.There are many issues on purchasing products online so the

purchasers nowadays are aware because there are sellers who say about everything and benefits

on theproduct they are selling. But when customers had the product already, there are many

complaints because of product defects. Because of these situations experienced by the

consumers, they prefer to see the product an actual, but there are still cases that customers are

still experiencing these kinds of issues.

Not only by introducing the product, but also what the next perception of needs and

wants of the consumers in the future because as years go by, people change and also their daily

routine because of new trends and/or influenced by others.

As what Zuckerberg, 2017 stated, “Figuring out what the next big trend is tells us what we

should focus on.”

People gets older as years go by and also things are getting improved and invented

because people always study on what would be the next things to be used and useful in life of

people. With this, sellers or businessmen will be able to catch up to the next trends or lifestyle

when they don’t stop studying and doing research for the needs and wants of people to keep

standing on the line or field of business and to increase customers and profits and also build

customers loyalty.

With the views of advertising videos, the seller or the company can determine whether

their advertising strategy could affect viewers and analyze if their video is popular or trending. If

the video hits millions of viewers, the video will still gain more viewers and you can now create

more video and get ideas and more customers possibly.

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 With reviews of the video, a company can identify which part of advertising they are

good and where did they have mistaken or less prepared. This is consider a feedback of

consumers that can use to provide what are needs and what are not needed to include in video.

With lots of likes, this can be consider also as a number of views because if a person get

entertained or liked the video, he/she will hit like as well. Also, a person will leave a comment

whether it is effective or not.

And lastly, the number of shares could also consider as the viewers. When viewers liked

the video, he/she could possibly share the video and let his/her friends on facebook know about it

until the third person also view and share it. With this, a number of sales and potential customers

will increase.

STATEMENT OF THE PROBLEM

The researcher proposes to undertake a study to examine the bearing of effectiveness of

facebook live stream advertisement to New Era University students.

1. What are the demographic profile of the respondents in terms of:

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 1.1 Age:

1.2 Gender:

1.3 Year level:

2. How does the Facebook Live Stream Advertising affect the purchasing behaviour of New

Era University students?

3. How does the Facebook Live Stream Advertising influence students to purchase online?

4. What factors affect students in watching live stream advertisement and who convince

them buy online?

5. How the facebook live stream advertising does get the attention of the students to watch

the video and buy online?

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 ASSUMPTIONS

The respondents will be able to answer the given questionnaires since they are on their

qualified age that they are related to it because we believe that they have a facebook account.

The respondents could identify the different guides and importance of advertising in

finding what a person needs to observe and become aware of what they are interested to. This is

assumed that respondents could understand and can be answered by them.

The respondents can answer the given question because they are also buying different

products and have a standard and strategies in buying or shopping. Of course we believe that

most people are looking for discounts, brands, benefits of products, etc. so respondents could

possibly related to it.

The choices listed were related and can be answered by the respondents in relationship

with their:

1. Family, because they are the ones who you live for in a single house.

2. Friends, because these are the people who you can be join together, hang-out, etc. outside the

family.

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3. Facebook friends, because not the entire list of your friends on facebook is really your friends

are. Some of them are friends of your friends that you get only interested to for being look

amazing or cool so you’ve decided to add them in your friends or added you to become friends

on facebook.

The respondents could relate or encountering an interesting videos in facebook. People

like entertainment and everything that gets their attention so they possibly spend their time with

these and it is become a habit of a person nowadays. Some people rather watch entertaining

videos than boring but important videos because some of these are their habits. "Move fast and

break things. Unless you are breaking stuff, you are not moving fast enough." --Henry Blodget

(2016). This explains that if you’re fast as what you think you were, then you must observe your

environment also if you are moving forward as fast as well to know what others think and saw

you on your journey/career.

17
 SCOPE AND LIMITATIONS

The researchers’ target of this study will be students in New Era University. The main

respondents are the College of Business Administration students from 2nd year, 3rd year and 4th

year students. The picked number of respondents is 90 and will divided into three each year

which is 30.

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 SIGNIFICANCE OF THE STUDY

Online Sellers – the sellers would analyzed and identify what factors do they need to include or

improve on advertising live on facebook so the viewers would disseminate their video and gain

customers.

Marketing Students- they can obtain ideas and knowledge on creating strategy regarding on

advertising on live facebook and get an opinions and thoughts of the customers.

Future Researchers – acquire knowledge and strategies regarding on today’s trends, purchasing

behavior of customers, different thoughts of consumers based on their needs and wants, and

improve the skills on researching/discovering new, old, and how things change

Business Industry – they can adapt and get ideas to advertise on facebook not just on the other

tools to advertise because most people are using facebook before until now and with a different

ages. This is a one of a great tools and strategies to advertise to get millions of viewers and get

more customers.

Viewers – they could acquire knowledge and standards on watching and or buying product

online. They will know how to identify the product they needed and also the product content they

want.

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 DEFINITION OF TERMS

Advertisement - a notice or announcement in a public medium promoting a product, service, or

event or publicizing a job vacancy.

Convince – a decision when a consumer find their wants and needs on the product or services to

purchase.

Effectiveness - the extent to which an activity fulfills its intended purpose or function and

identify how well effective a product or services of a business. To determine how effective

facebook live stream advertisement is, we have to look and review about the views, comments or

suggestions, likes and shares.

Facebook – an application and way where people communicate each other wherever they were.

Influence – an affection on the character or behavior of someone or something or the effect

itself.

Interview – a meeting at which information is obtained on the respondents

Live stream – a live transmission of an event over the Internet.

Purchasing behavior – sum total of a consumer's attitudes, preferences, intentions, and

decisions regarding the consumer's behavior in the marketplace when purchasing a product or

service.

Profile – a short description or information of a respondent.

Respondent – a person who fulfill a given requested survey.

Survey – a list of questions to answer by the respondents with the purpose of something to

fulfill.

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 II. METHODOLOGY
This study presented the research design, respondents of the study, sampling technique,

data gathering instruments, data gathering procedure and statistical treatment of data.

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Research Design

The method of the research used in this study was document research written/printed

materials that have been produced in some form or another and the approach was comparative.

The researcher used descriptive method of research through quantitative and qualitative

approaches.

Population and Sampling

The researchers discussed about the targets of survey questionnaire, the New Era University

students of College of Business Administration. The estimated number of CBA students in New Era

University is 700 and they conducted 90 respondents from it that is divided into three (3) which is 30.

Sources of data

The researchers conducted sources of data through survey questionnaire and interview as

the primary source to identify the target market and also they prepare questionnaire through

reading articles and book and journals.

Data Analysis

After gathering of data, the researchers will organize and analyze the collected data based

on the research design they used.

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1. Frequency and Percentage distribution was used to determine the
Tabulated using frequency, percentage, and weighted mean.

Frequencies of the respondent responses using the formula:

P = (f/n) x 100

Where:

P = percentage of the distribution

f = frequency of an item or response

n = total number of respondents

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 III. RESULTS

INTERPRETATION OF DATA

Respondents’ profile table

Age Frequency Percentage

18-21 45 50%
22-25 32 38.89%
26-28 10 11.11%
29 above 0 0
Total 90 100%

Most of the respondents are 18-21 years old because they are the people who are really

active in using facebook application. They are also the ones who are being updated of new trends

nowadays. Followed by 22-25 are the ones who are using and active also in browsing facebook.

SOP 2: How does the Facebook Live Stream Advertising affect the purchasing behaviour of

New Era University students?

Instruction: Rank the following factors that might affect your buying decision when watching

Facebook live stream from 1 to 10. 1 being the lowest and 10 being the highest.

Items to be rank:

Positive and negative comments Product brand name

Details of the product Number of views
Features benefits Product popularity
Product price Service offered

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Product quality Unique product features

Table 2

Positive and Negative Comments

Positive and Negative Frequency Percentage

comments

10 17 18.89%

9 8 8.89%

8 6 6.67%

7 9 10%

6 13 14.44%

5 6 6.67%

4 8 8.89%

3 10 11.11%

2 8 8.89%

1 5 5.55%

Total 90 100%

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 The table shows that from 17 respondents rated positive and negative comments as the highest

with 18.89% compared to those who answered lower than 10. It means that reviews must be considered as

the highest according to the selected respondents.

Table 3

Details of the Product

Details of the Product Frequency Percentage

10 8 8.89%

9 11 12.22%

8 9 10%

7 3 3.33%

6 8 8.89%

5 6 6.67%

4 8 8.89%

3 16 17.78%

2 6 6.67%

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 1 5 16.66%

Total 90 100%

The table shows that only 8 out of 90 respondents rated details of the product as the highest

which is 8.89%. The most rate on this category was only 3 which is lower that rated by 16 respondents

with a percentage of 17.78%. Meaning, 16 of respondents says that product price should not be focused

on.

Table 4

Features Benefits

Features Benefits Frequency Percentage

10 7 7.78%

9 12 13.33%

8 14 15.56%

7 12 13.33%

6 10 11.11%

5 5 5.56%

27
 4 6 6.67%

3 8 8.89%

2 5 5.55%

1 11 12.22%

Total 90 100%

The table shows that 14 out of 90 respondents rated features benefits as 3 rd of the highest which is

15.56% while 11 of respondents rated this as the lowest with 12.22%.

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 Table 5

Product Price

Product Price Frequency Percentage

10 14 15.56%

9 13 14.44%

8 2 2.22%

7 11 12.22%

6 11 12.22%

5 9 10%

4 2 2.22%

3 7 7.78%

2 5 5.56%

1 16 17.78%

Total 100%

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 The table shows that most of the respondents 16 out of 90 rated product price as the lowest which

is 17.78% while 14 of respondents rated product price as the highest.

Table 6

Product Quality

Product Quality Frequency Percentage

10 16 17.78%

9 4 4.44%

8 12 13.33%

7 11 12.22%

6 15 16.67%

5 2 2.22%

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 4 7 7.78%

3 9 10%

2 5 5.56%

1 9 10%

Total 90 100%

The table shows that product quality rates as the highest according to 16 out of 90 respondents

and consider as major basis which is 17.78%.

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 Table 7

Product Brand Name

Product Brand Name Frequency Percentage

10 14 15.56%

9 3 3.33%

8 6 17.78%

7 5 5.56%

6 8 8.89%

5 4 4.44%

4 12 13.33%

3 9 10%

2 9 10%

1 10 11.11%

Total 90 100%

32
 The table shows that 14 out of 90 respondents rated the brand name as the highest (10) which is

15.56% and with 12 respondents rated this as 7th which is 13.33% .

Table 8

Number of Views

Number of Views Frequency Percentage

10 16 17.78%

9 7 7.78%

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 8 13 14.44%

7 6 6.67%

6 11 12.22%

5 6 6.67%

4 10 11.11%

3 5 5.55%

2 6 6.67%

1 10 11.11%

Total 90 100%

The table shows that 16 out of 90 respondents rated number of views as the highest which is

17.78% and with 13 respondents says that number of views only rates 8 with 14.44%.

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 Table 9

Product Popularity

Product Popularity Frequency Percentage

10 12 13.33

9 7 7.78

8 13 14.44

7 5 5.56

6 13 14.44

5 7 7.78

4 11 12.22

3 11 12.22

2 5 5.56

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 1 6 6.67

Total 90 100%

The table shows that product popularity was rated as the 3rd of the highest and also there are

respondents who says it should be 5th because there are respondents who got same percentage of product

popularity which is 14.44%.

36
 Table 10

Service Offered

Service Offered Frequency Percentage

10 13 14.44

9 6 6.67

8 13 14.44

7 5 5.56

6 15 16.66

5 7 7.78

4 8 8.89

3 10 11.11

2 6 6.67

1 7 7.78

Total 90 100%

The table shows that 15 out of 90 respondents rated service offered as 5 th of the highest which is

16.66% while it is only 2nd to the highest level which is 14.44%.

37
 Table 11

Unique Product

Unique Product Frequency Percentage

Features

10 15 16.67%

9 3 3.33%

8 13 14.44%

38
 7 6 6.67%

6 11 12.22%

5 9 10%

4 7 7.78%

3 7 7.78%

2 7 7.78%

1 12 13.33%

Total 90 100%

The table shows that 15 out of 90 respondents rated unique product features as the highest with

16.67% while 13 of the respondents rated product features as 3 rd to the highest with 14.44%.

39
SOP 3: How does the Facebook Live Stream Advertising influence students to purchase online?

Instruction: Please put a check on the box provided if your answer STRONGLY AGREE,

AGREE, DISAGREE and STRONGLY DISAGREE.

Table 12

Product offered via live- Frequency Percentage

stream is affordable

SA 37 41.11%

A 42 46.67%

D 7 7.78%

SD 4 4.44%

Total 90 100%

The table shows that 42 out of 90 respondents were agreed on the category with 46.67% and 4

respondents were strongly disagree with 4.44% of the same category.

40
 Table 13

I consider the brand of Frequency Percentage

the product before

purchasing

SA 33 36.67%

A 54 60%

D 1 1.11%

SD 2 2.22%

Total 90 100%

The table shows that 54 out of 90 students were agreed on considering brand in purchasing with

60% of whole respondents and only 1 respondent was disagreed.

Table 14

Free shipping is Frequency Percentage

obtainable

SA 35 38.89%

41
 A 36 40%

D 15 16.67%

SD 4 4.44%

Total 90 100%

The table shows that 36 out of 90 respondents were agreed on free shipping with 40% and 4

respondents were strongly disagreed.

Table 15

The benefits of the product Frequency Percentage

and freebies/giveaways are

good

SA 33 36.67%

A 37 41.11%

D 11 12.22%

SD 9 10%

Total 90 100%

42
 The table shows that freebies or giveaways were good with 37 respondents that agreed which is

equivalent to 41.11% and 10% were strongly disagreed.

Table 16

Facebook live-stream Frequency Percentage

provides attractive

promos

SA 33 36.67%

A 49 54.44%

D 5 5.56%

SD 3 3.33%

Total 90 100%

The table shows that 49 out of 90 respondents were agreed on providing attractive promos and

freebies with 54.44% while 3 of the respondents were strongly disagreed.

43
SOP 4: What are factors that could affect students in watching live stream advertisement and

convince them buy online?

Instruction: Check one of the following that influence you the most to watch facebook live video

advertisement.

Table 17

Source Frequency Percentage

Family 19 21.11%

Classmates 15 16.67%

Friends 29 32.22%

Facebook friends 17 18.89%

Relatives 10 11.11%

Total 90 100%

The table shows that 29 out of 90 respondents were convinced by their friends with 32.22% to go

watch facebook live-stream advertisements.

44
SOP 5: How facebook live stream advertisement get the attention of the students?
Instruction: Please rate the following terms 1-5. 1being the lowest score and 5 being highest.

Table 18

Online Seller Frequency Percentage

Performance

5 25 27.78%

4 20 22.22%

3 12 13.33%

2 15 16.67%

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 1 18 20%

Total 90 100%

The table shows that majority rates were 25 of the respondents with 27.78% gets the attention of

online seller as highest.

Table 19

Product Quality Selling Frequency Percentage

5 18 20%

4 27 30%

3 19 21.11%

2 10 11.11%

1 16 17.78%

Total 90 100%

The table shows that product quality was just 2nd to the highest rate with 20% of the whole respondents.

46
 Table 20

Video Content Frequency Percentage

5 28 31.11%

4 11 12.22%

3 25 27.78%

2 10 11.11%

1 16 17.78%

Total 90 100%

The table shows that 28 of 90 respondents of video content which is 31.11% and it means that

respondents get attention by the content of the facebook live-stream video.

Table 21

Video Quality Frequency Percentage

5 14 15.56%

4 28 31.11%

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 4 14 15.56%

2 26 28.89%

1 8 8.89%

Total 90 100%

The table shows that 28 of the respondents rated video quality as 2 nd to the highest rate which is

31.11% to get the attention of the viewers.

Table 22

Product Offered Frequency Percentage

5 25 27.78%

4 9 10%

3 14 15.56%

2 14 15.56%

1 28 31.11%

Total 90 100%

48
 The table shows that the product offered were the least with 31.11% and 27.77% as for the

highest.

IV. SUMMARY OF FINDINGS

SOP 2: How does the Facebook Live Stream Advertising affect the purchasing behaviour of

New Era University students?

Items to be rank:

Positive and negative comments Product brand name

Details of the product Number of views
Features benefits Product popularity
Product price Service offered
Product quality Unique product features

Based on the data gathered, the researchers ranked the top 10 of the most basis and

effective ways in advertising a product on facebook live-stream. They focused on the highest rate

which is 10 and then compared with other options and then ranked it.
The top 1 with rate of 10 as the highest is the Positive and Negative Comments which

composed of 17 of 90 respondents or 18.89% of it.

49
 The top 2 with rate of 10 as the highest was obtained two (2) same ranks are the Product

Quality and Number of Views which composed of 16 of 90 respondents or 17.78% of it.

The top 3 with rate of 10 as the highest is the Unique Product Features which composed

of 15 of 90 of the respondents or 16.67% of it.

The top 4 with rate of 10 as the highest was obtained two (2) same ranks are the Product

Price and Product Brand Name which composed of 14 of 90 of the respondents or 15.56% of it.
The top 5 with rate of 10 as the highest is the Service Offered which composed of 13 of

90 of the respondents or 14.44% of it.

The top 6 with rate of 10 as the highest is Product Popularity which composed of 12 of 90

of the respondents or 13.33% of it.

The top 7 with rate of 10 as the highest is Details of the Product which composed of 8 of

90 of the respondents or 8.89% of it.

The top 8 with rate of 10 as the highest is the Features Benefits which composed of 7 of

90 of the respondents or 7.78% of it.

Here shows the table:

OPTIONS FREQUENCY PERCENTAGE RANK

Positive and negative 17 18.89% 1st

comments
Details of the product 8 8.89% 7th
Features benefits 7 7.78% 8th
Product price 14 15.56% 4th
Product quality 16 17.78% 2nd
Product brand name 14 15.56% 4th
No. of views 16 17.78% 2nd
Product popularity 12 13.33% 6th
Service offered 13 14.44% 5th
Unique product 15 16.67% 3rd
Total 90 100%

SOP 3: How does the Facebook Live Stream Advertising influence students to purchase online?

50
Instruction: Please put a check on the box provided if your answer is STRONGLY AGREE,

AGREE, DISAGREE and STRONGLY DISAGREE.

Based on the data gathered, the researchers provided choices that will answer by the

respondents regarding on their perceptions on purchasing. The measure will be based on the

results of the choices given and the bases of measurement are Strongly Agree, Agree, Disagree

and Strongly Disagree.

In option number 1, The product offered via live-stream is affordable was answered by 42

of the respondents which is AGREE with 46.67% of the 90 respondents and 37 or 41.11%

answered STRONGLY AGREE.

In option number 2, I consider the brand of the product before purchasing was answered

by 54 of the respondents which is AGREE with 60% of the 90 respondents and 33 or 36.67%

answered STRONGLY AGREE.

In option number 3, Free shipping is obtainable was answered by 36 of the respondents

which is AGREE with 40% of 90 respondents and 35 or 38.89% answered STRONGLY AGREE.
In option number 4, The benefits of the product and freebies/giveaways are good was

answered by 37 of the respondents which is AGREE with 41.11% of 90 respondents and 33 or

36.67% answered STRONGLY AGREE.

In option number 5, Facebook live-stream provides attractive promos was answered by

49 of the respondents which is AGREE with 54.44% of 90 respondents and 33 or 36.67%

answered STRONGLY AGREE.

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The table shows the results and measurement of the data gathered.

STRONGLY AGREE AGREE RESULT

The product offered 37 42 Agree

via live-stream is

affordable
I consider the brand of 33 54 Agree

the product before

purchasing
Free shipping is 35 36 Agree

obtainable
The benefits of the 33 37 Agree

product and

freebies/giveaways

are good
Facebook live-stream 33 49 Agree

provides attractive

promos

SOP 4: What are factors that could affect students in watching live stream advertisement and

convince them buy online?

Instruction: Check one of the following that influence you to watch facebook live video

advertisement.

52
 Based on the data gathered, the researchers provided possible choices that will choose by

the respondents based on the people that convince them on watching and purchasing product

online and will rank them from 1st to 5th. The result or measurement will be based on the highest

number of answers given by the respondents.

The 1st highest rate is Friends.
The 2nd highest rate is the Family.
The 3rd is Facebook friends.
The 4th is Classmates and followed by 5th which is the Relatives.

Result
Choices Frequency Percentage
2nd
Family 19 21.11%
4th
Classmates 15 16.67%
1st
Friends 29 32.22%
3rd
Facebook friends 17 18.89%
5th
Relatives 10 11.11%
FRIENDS
Total 90 100%

SOP 5: How facebook live-stream advertisement gets the attention of the students?
Instruction: Please rate the following terms 1-5. 1being the lowest score and 5 being highest.
Items to be rank:

 Online seller performance (entertaining)

 Product quality selling

53
  Video content

 Video quality

 Product offered

Based on the data gathered, the researchers ranked the top 5 of the most basis and

effective ways in advertising a product on facebook live-stream. They focused on the highest rate

which is 10 and then compared with other options and then ranked it.
As for the highest rate is the Video content which rated by 28 respondents or 31.11% of

total 90 respondents and considered as rank 1st.

As for the second highest rate obtained two (2) results as the 2nd rank are Online seller

performance and Product offered which rated by 25 respondents or 27.78% of total 90

respondents.
As for the third highest rate is the Product quality selling which rated by 18 respondents

or 30% of total 90 respondents and considered as 3rd rank.

As for the fourth highest rate is the Video quality which rated by 14 respondents or

15.56% of total 90 respondents and considered as 4th rank.

Here shows the table:

Choices Frequency Percentage Rank

Online seller 25 27.78% 2nd

performance
Product quality selling 18 20% 3rd
Video content 28 31.11% 1st
Video quality 14 15.56% 4th
Product offered 25 27.78% 2nd

54
 CONCLUSION
The researchers’ conclusion was all based in the survey questionnaires that gathered from

the respondents. They compute, compile and compared every answer by the respondents and

then the researchers made conclusions on the study.

SOP 2: Based on the summary of findings, the researchers conclude that most affecting

purchasing behaviour of the respondents is based on:

1. Positive and negative comments
2. Number of views and Product quality
3. Uniqueness of the product
4. Product brand and Product price
The viewers or consider the customers, before they trust and buy a product online, they will first

look at the options listed above. These are the most important things customers do to ensure the

safety and quality they must have and needed. Always be informative and smart on watching and

buying through internet.

SOP 3: Based on the data gathered by the researchers, they conclude that:
The respondents are agreed that product offered via live-stream is affordable. Meaning they

really are not strongly agree because not everything that are selling online are affordable. Some

are really expensive and sellers sell it online because facebook is an effective way to promote a

product.

55
The respondents also agreed that they consider the product brand name before purchasing.

Meaning, majority of the respondents doesn’t really care on the product brand name because they

don’t strongly agree. Others just want to have what they want and product brand name doesn’t

really matters to them.

The respondents agreed that free shipping is obtainable because many of sellers are

surely giving free shipping just to sell their product. There are also don’t agree to this because

not every sellers give free shipping. They will just make their customers go to their company

location to buy the products they are offering to customers that resulting no increase in

customers.
The respondents agreed that freebies/giveaways are good because they definitely getting

it especially if the customers buy a bundle. They don’t strongly agree because some of the sellers

just give freebies but not good in quality because in real world, it’s just a giveaway so why

bother to spend expensive just for free and that they know it is one of the strategy to increase

customers and acquire loyalty.

The respondents also agreed that Facebook live-stream provides attractive promos

especially when they buy a bundle. They don’t strongly agree because some of the sellers makes

discount but just a 5% and less 10% so some of the respondents doesn’t care to promos if it has a

low discounts.
SOP 4: The researchers gathered data from students and then ranked it based on given survey

and results.
The 1st people that convince respondents to watch live-stream and buy online are their friends.

Friends are always there to communicate with and it is enjoyable to hang with them. Too many

stories and experience with them so that everyone are updated to trends.
The 2nd people are the Family because they are the ones who is with you at all times in your

home. They are the ones who give information, moral support, advices and especially everything

you need in the present based on their experiences.

56
 The 3rd are Facebook friends because it is definitely the application that is used in this

study. A person is updated on trends because of their facebook friends. Friends and facebook

friends are same but have different segments. Facebook friends are just your friends on facebook

but not in real life. There are some but there are more numbers of facebook friends.
The 4th are classmates because not all your classmates are your friends. There are just

some incidents or times you’ve talked to each other because you are on the same group. Sharing

ideas on doing study will give you some knowledge and information on some other things that

you don’t know yet.

Last are the relatives because they also have their own duties to do so you cannot always

talk to them. They are the people who back you up if you have a needs or problem with your

family like brothers or sisters.

SOP 5: Based on the data gathered from respondents, the researchers conclude that in

advertising a product as live, the respondents look first on the content of the video so the video

must good from the beginning to make viewers watch it until end. If it is not looks interesting

from the start, the viewers will leave and continue scrolling on news feed.
Second basis of the respondents are the product an advertisement offering and the endorser’s

performance. Viewers like to watch a video if it is entertaining and interesting. Sellers must let

respondents know what they are promoting from the start so viewers will have the reason to

watch the live video. If the video was boring, viewers tend to leave or don’t watch the video

anymore. In short, these must be focused on.

Third is the quality of the product because it doesn’t matter how affordable the product a seller

offers but if it is in low quality, the customers will not buy it.
Last is the video quality because viewers also base on standards of the sellers. How will

you prove that you have a branded product if the quality of your video is not equivalent or have

the quality with your product you are promoting? How will a seller prove that he is a legit seller

57
if he has a poor video performance/quality? It also matters but a seller can do an apology or

explanation but expect that not everyone will believe.

RECOMMENDATION
With the conclusions on the surveys that respondents gave, the researchers made their

recommendation for every SOPs to maintain or improve the issues on the effectiveness of

facebook live-stream advertisement.

The researchers recommend that:

SOP 2: Customers or viewers must first rely on the comment session of the video even they

watched it live especially when you don’t know the identity of the sellers because you could get

information about the seller and product they are selling/promoting. For the sellers/company,

make sure that a seller/endorser have a good identity so that customers and sales will increase

and acquire more loyal customers. Numbers of views and the product quality are important so

sellers and customers must rely on it because to gain more customers, a seller must have the

quality of the product they are selling.

58
 The product brand name is also important for the customers/viewers because they also

want a branded product and they want to ensure that it’s worth buying a sellers product. Price is

the least matters on product because customers doesn’t care on the price (some) if it is worth

buying the product. So the product must have the quality to obtain positive reviews and also the

seller must a good influence to gain customers’ loyalty.

SOP 3: The facebook live-stream advertisement must give the information a customer looking

for to attract and get their loyalty. The researchers recommend that product must have the quality

but affordable because it is the customer’s needs and wants. The service must also be provided to

customers to increase sales. Customers doesn’t look in a single point, they are also looking for

the services a seller giving. All that need in advertising a product, a seller must have the quality

on the product and services, the features of the product that a customers looking and also must

affordable so everyone can buy it.

SOP 4: The customers are convinced most on their friends because they are the ones who they

hang out or communicate especially to students or 18-21 years of age. The researchers

recommend that always ask for information on friends, families and other facebook friends so

that you will be informed before you buy product online and to know the identity of the sellers.

SOP 5: The sellers must focus on the content of the whole video. The seller must announce the

next video they are going to promote live so that customers will have and settle time to watch it.

The seller must have the characteristics on communicating people so they would be attracted and

influenced to buy online and follow the sellers’ journey.

The product of the seller must have the quality to increase customers and sales. Always

have the quality and for the customers, always look for the quality in buying a product so that it

gives you the happiness and content of having the product.

59
 And lastly, the video quality must also good for the customers to see the product clearly.

If the video don’t have the quality, customers will be confused and will look for another

advertisement resulting the customer will decrease in terms of views included the sales will

decrease. Therefore, the video quality must provide to increase views and customers.

60