MINDANAO STATE UNIVERSITY AT NAAWAN

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Department of Accountancy and Business Management
BS Business Administration Major in Marketing Management

MKT 109 BUSINESS RESEARCH

“The Influence of Facebook Marketing on Consumers Buying Behavior in

Barangay Dalipuga, Iligan City”

Submitted by:

Kent C. Hamot

Section: A

Submitted to:

Assist. Prof. Djannez M. Dadole, MBA

October 29, 2021

 Chapter 1: Introduction

1.1 Rationale

Facebook as one of the most fast growing online platform that allows its users to

create profiles, upload photos and videos, to shared post and gives feedback or

comment, and communicate to other people and to their love ones. Since the pandemic

hit worldwide Facebook was spectacularly become a place for businesses and increase

its active users year by year. Through the use of Facebook businesses can expand its

market and attract new customers. The main goal of this study is to know how

Facebook Marketing influences the buying behavior of consumer, and to provide

relevant information on how they effectively influence the consumer on their purchase

decision.

1.1.1 Introduction

Facebook is one of the most fast growing online platforms on the internet and it

provides different services to its users: create your own personal profile and

communicate or connect yourself to other people. Facebook offers a lot of opportunity to

its users and is a very effective platform for every businesses, because there’s a high

probability that it helps to expand its market and attract a new customer, build rapport

thru online communication, and use Facebook as a medium for communication channel

to reach its customer thru Facebook marketing.

Facebook was founded by Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz,

and Chris Hughes, all of whom were students at Harvard University. Facebook became

the largest social network in the world, with more than one billion users as of 2012 and
about half that number were using Facebook every day. The company’s headquarters

are in Menlo Park, California (Mark Hall, 2021).

On February 4, 2004, a Harvard sophomore named Mark Zuckerberg launches

the Facebook, a social media website he had built in order to connect Harvard students

with one another. By the next day, over a thousand people had registered, and that was

only the beginning. Now known simply as Facebook, the site quickly ballooned into one

of the most significant social media companies in history. Today, Facebook is one of the

most valuable companies in the world, with over 2 billion monthly active users (A&E TV,

2019).

Manila, Philippines – Facebook launched its first office in April 2016. At that time,

more than 49 million Filipinos were already on the social networking site, 44 million of

whom accessing it on mobile (PDI, 2020).

Consumer Buying Behavior refers to the actions taken both online and offline by

consumers before buying a product or service. This process may include consulting

search engines, engaging with social media posts, or a variety of other actions. It is

valuable for businesses to understand this process because it helps businesses better

tailor their marketing initiatives to the marketing efforts that have successfully influenced

consumers to buy in the past (DJ Team, 2020).

As people around the world are shut in their homes under lockdown, they’ve

using Facebook more than ever to share news, message their friends, and find

entertaining distractions from the dullness of quarantine life (Shirin Ghaffary, 2020).

According to Shirin Ghaffary, Facebook earnings statement was very impressive since
the pandemic hit because almost 3 billion people was using at least one Facebook apps

(Facebook, Instagram, Messenger, or WhatsApp) every month and there’s an increase

of active users on Facebook apps over 10% - 11% year by year.

Business leaders are grappling with the realities of having the premises shut,

relocating staff to their homes, experimenting with new ways of working, and the new

realities of having to lay off vast numbers of staff (University of Sydney, 2020). Due to

various quarantine measures imposed by governments around the world, certain

industries have been affected much more than others (PwC, 2021). Today, businesses

have been affected by the hit of pandemic, businesses needs to shut their stores and

stay at home and minimize its employee. Businesses experience hard time on how they

adopt and cope up the new normal.

Facebook marketing is the practice of promoting a brand maintaining its

presence on Facebook. Facebook marketing refers to both organic (free)

postings/interactions, and paid, boosted posts. Drawing more than 1.4 billion users

every month. Facebook is one of the most mediums for generating brand awareness

and interacting with customers (BIGCOMMERCE, 2021).

Nowadays, through the use of Facebook marketing businesses can practice in

promoting a brand to attract new target market and make the consumers become more

aware of the brand. Brand awareness of the consumers makes businesses

advantageous to have a quality online performance that could influence the buying

behavior of the consumer.

 1.1.2 Research Questions

Research question aims to provide the purpose of conducting this study. These

are the following questions:

1. How does Facebook Marketing positively influence the buying behavior of the

consumer?

2. What are the factors that become a driver of consumer to purchase to a certain

product or service?

3. How important for Facebook marketing to influence consumers buying behavior?

1.1.2 Research Paradigm

Firms Attributes Consumers

Marketing Attributes
MixInnovationProduc Experience
t QualityMarketing Demographic
StrategyMarketing SegmentationLifestyl Hold
Information eCharacteristicPrefer
encesBeliefs
Facebook Marketing

Search and
Evaluation
Facebook
GoogleYoutube
Yahoo

Experience

Hold

Purchase
Decision
Purchase the Product/Service
Dissatisfied Satisfied

Do not Purchase the Product/Service

Hold
1.1.3 Theoretical Framework

Facebook marketing refers to creating—and actively using—a Facebook page as

a communications channel to maintain contact with and attract customers. Facebook

actively provides for this, allowing users to create individual profiles or business pages

for companies, organizations, or any group attempting to develop a fan base for a

product, service, or brand

(https://www.marketing-schools.org/types-of-marketing/facebook-marketing/).

Its impact is also starting to be seen as influencing consumer decisions as

people notice online comments by friends on Facebook and make purchases based on

this sharing (https://www.jeffbullas.com/5-reasons-why-facebook-drives-consumer-

buying-infographic/).

Ciadini’s theory of influence is based on six key principles: reciprocity,

commitment and consistency, social proof, authority, liking and scarcity. Each has a

unique application that can and should be considered by design teams when thinking

about the production of new services and improvement of those that exist. Each incites a

holistic view of influence, rather than simply serving up cheap tactical tricks

(https://uxdesign.cc/the-theory-of-influence-7c8ceb140835).

Each and every person has his or her own behavior towards the purchasing

process; however all of them are influenced by certain factors. Those influences may be

environmental, social, personal, or psychological influences. But the cultural values are

shared among the people in the society and affect them gradually over time. Besides

the society has different impacts on one’s behavior depending on different groups to
which it belongs. Each individual has their own effects varying from age or sex or the

process of perceiving, motivating and memorizing. Those factors affect the consumer

buying behavior so they should be considered. The consumers themselves are the

decision makers and so are the most important factors in the consumer market. When a

firm wants to enter in to a foreign market then the local customer behavior is probably

different from customer behavior that they are dealing with the home country. Therefore

it is important for the marketing manager to take all these factors into consideration, and

helping them to develop marketing campaign in the international market and to improve

the product to fully satisfy the customer which ultimately increase sales and develops in

global level (http://www.shanlaxjournals.in/pdf/COM/V4N3/COM_V4_N3_020.pdf).

1.1.5 Hypothesis

The hypothesis will be tested in the study:

H o : There is no significant relationship between Facebook marketing and consumers

buying behavior.

H 1: There is significant relationship between Facebook marketing and consumers

buying behavior.

1.2 Objectives of the Study

This part discuss about what are the objectives of this study. These are the

following objectives:

 To examine how Facebook Marketing influence the buying behavior of the

consumer.
  To identify and evaluate the consumers buying behavior with regards to

Facebook Marketing within in Barangay Dalipuga, Iligan City.

 To analyze the relationship between Facebook marketing and consumer buying

behavior.

1.3 Significance of the Study

This study focused on how Facebook marketing influence on consumers buying

behavior in Barangay Dalipuga, Iligan City. Moreover, the results of the study will be

beneficial to the following:

Respondents. Respondents will have an awareness how Facebook marketing

influence consumer buying behavior.

Teachers. The findings and recommendations will be beneficial to teachers.

They'd be able to see how Facebook marketing affects the purchasing behavior of their

pupils, themselves, and those around them.

Students. Students will understand how Facebook marketing influences their

online buying behavior.

Future researchers. The study's findings will be used as a reference and a

roadmap for future researchers who intend to conduct the same experimental study or

any other study involving the influence of Facebook marketing on customer purchasing

behavior.
1.4 Scope and Limitation

This study tends to know the how Facebook marketing influences the consumer

buying behavior. This is selected only for Barangay Dalipuga, Iligan City residence.

References:

https://www.history.com/this-day-in-history/facebook-launches-mark-zuckerberg

https://newsinfo.inquirer.net/1341781/in-the-know-facebook-in-ph

https://www.vox.com/2020/4/29/21241601/facebook-coronavirus-pandemic-users-

advertising-growth-making-losing-money-users-q1-2020-earnings

https://www.britannica.com/topic/Facebook

https://www.readcube.com/articles/10.3126/jbssr.v1i1.20952

https://www.demandjump.com/blog/what-is-consumer-buying-behavior

https://www.pwc.com/ph/en/advisory/deals-advisory/responding-to-the-potential-

business-impacts-of-covid-19--deals-.html

https://www.bigcommerce.com/ecommerce-answers/what-is-facebook-marketing/

https://sbi.sydney.edu.au/coronavirus/

https://www.marketing-schools.org/types-of-marketing/facebook-marketing/#section-3

https://www.marketing-schools.org/types-of-marketing/facebook-marketing/ not

https://uxdesign.cc/the-theory-of-influence-7c8ceb140835
http://www.shanlaxjournals.in/pdf/COM/V4N3/COM_V4_N3_020.pdf

https://www.jeffbullas.com/5-reasons-why-facebook-drives-consumer-buying-

infographic/