Activity 1 in Practical Research 1

Group 2
Leader: Holgado, Jane Evan L.
Members
1. Batas, Julliah M.
2. Bernales, Katrina R.
3. Dasilva, Ericka Grace T.
4. Faderanga, Gladys L.
5. Gumapac, Nicole F.
6. Napiza, Dhezamine

Direction: Kindly research five studies both foreign and local that are related to your
topic. (Use sources published in the past 10 years for your research)

FOREIGN STUDIES

1. Effectiveness of Facebook Advertising

According to Aderemi (2015), there is a strong relationship between the
effectiveness of Facebook advertising and the advantages obtained. It
assists in defining and advertising new items in such a way that brand
images are created or enhanced across civilization. It improves customer
relationship management by establishing strong relationships between the
client and the company, hence increasing the firm's strength. It enables the
organization to learn more about its consumers, their tastes and market
trends, to celebrate their great moments, and to empathize with them
through times of loss. Facebook aids in the retention of existing consumers
and the development of brand reputation. It may aid in the enhancement of
a brand's reputation and image. Organizations may utilize Facebook to
boost their goodwill and credibility. It promotes branding by allowing
two-way engagement with customers, which increases the organization's
and its goods' reputation. It contributes to the development of good brand
qualities for an organization's products or services. Because of the
company's brand qualities, customers' moods during Facebook advertising,
information on their profile and prior experiences with the company's
brands can be formed. It is also a simpler platform for informing the
market about new products and services. Facebook is feasible to announce
new items or services with little effort. It establishes a channel that
facilitates the transmission of knowledge about new products and services
via message.
2. Small Business Use of Facebook for Marketing
Facebook is such a huge internet platform where anyone can communicate
and interact with each other. It was the first networking site to exceed one
billion registered accounts and currently having almost three million
monthly active users (Statista, 2021). This creates great changes in the
business world, especially in the aspect of marketing. According to
Bochmer, et. al (2013) , Facebook pages are now transfiguring the
technique of how the organizations and businesses market themselves and
interact to the public people. In connection with that, startup or small
businesses are endeavoring to embrace social media as a marketing tool in
promoting their products and services and create an advantage among its
competitors. Facebook is an essential element in the marketing strategy
and for building good relationship with the customers of the businesses
(Bochmer, et. al., 2013). According to the same study, Facebook pages
can function as puissant tool to create brand presence, save advertising
costs, and provide insightful information about the new products in such a
nominal amount. However, with this power held by Facebook and other
social media platforms in marketing a business, social media managers
must practice the responsibility superbly.

3. Small Business Use of Facebook

The majority of social media researches have been focusing on the
engagement and advertisements on medium to large businesses e.g.
(Jarvenpaa & Tuunainen, 2012; Saundage & Lee, 2011). There might be
some past researches which discuss how small organizations use social
media but with little discoveries about the success they are achieving.
Sharing information (Megaphone) with customers raises awareness about
products and services within the customers. However, the power of social
media lies in the networked nature of the tool and its ability to reach far
beyond the initial contact group, potentially broadening market share
(Magnet and Monitor) (Jarvenpaa & Tuunainen, 2012). The ease of using
Facebook provides small businesses with a virtually cost free channel for
advertising their business and connecting with potential customers.
Facebook presence is having a positive impact on sales due to the
immediate reaction they receive from postings through customers visiting
their store and mentioning Facebook posts. It indicates that this
application is the dominant platform used and provides an easy way to
reach customers. Participants felt there were minimal risks involved and
none had experienced negative feedback or inappropriate posts.
(Zeleznikow, et. al., 2014).
LOCAL STUDIES

4. Effectiveness of Facebook as a Free Marketing Tool

Facebook is extensively analyzed whether it is an effective and how it
works as a free marketing tool. Free Facebook advertising has great
potential to enhance revenue because Facebook platform is a great
marketing tool for businesses (Curran, et. al., 2011). According to Palma
(2016), the success of Facebook as a marketing tool may be determined by
the aggressiveness of promotion and the level of knowledge of human
emotion or consumer behavior. Additionally, it was found that there are
some related behavioral gap and linkage amid Facebook, marketers, and
Facebook policies that can be an important point of interest. Considering
the usage Facebook as free marketing tool should be practiced as this is
not only vital in increasing the business revenue but also in decreasing
cost that may lead to the possibility of optimizing the future business
profit.

5. Effectiveness of Social Media Marketing to Business Owners

Small businesses of all types are now relying on online marketing as this
becomes significant to their growth. Online marketing can help in
spreading information to an enormous range of customers but the security
of transactions makes it adverse (Kit, n.d). According to the same study,
the cost-effectiveness of marketing in different social media platforms like
Facebook, which helps in increasing brand awareness and in reaching
larger number of customers, leads to the venturing of businesses to use it
over direct marketing in which is more expensive. Online marketing helps
the businesses grow as well as their profits. In addition, however,
marketing online is risky because of the online scamming activities or
online fraud but still, the number of reliable and various customers are
more than the fraudulent and bogus ones.
References:

Aderemi (2015). “Effectiveness of Facebook as an Advertising Medium among

University Students”. Retrieved 2021, from
http://docs.neu.edu.tr/library/6348544500.pdf?
fbclid=IwAR1l_QDO4DBtr6o8Jc71kblJ9MUXdbhaazzOYHBb9rTx8dBkG4kdfI9fhXs

Statista (2021). Global social networks ranked by number of users 2021. Retrieved 2021,
from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-
number-of-users/

Bochmer, et. al. (2013). Small Business use of Facebook for Marketing: The Case of a
Family-Owned Mediterranean Restaurant. Retrieved 2021, from
https://www.researchgate.net/publication/249643623_Small_Business_use_of_Facebook
_for_Marketing_The_Case_of_a_Family-Owned_Mediterranean_Restaurant

Saundage, D., & Lee, C. Y. (2011). Social Commerce Activities – a taxonomy. Retrieved
2021, from https://core.ac.uk/download/pdf/301352797.pdf

Jarvenpaa, S. L., & Tuunainen, V. K. (2012). Company Tactics for Customer

Socialization with Social Media Technologies: Finnair's Rethink Quality and Quality
Hunters Initiatives. Retrieved 2021, from
https://www.semanticscholar.org/paper/Company-Tactics-for-Customer-Socialization-
with-and-Jarvenpaa-Tuunainen/08bcd2bcac5a5743f14d807338c87484bf6e64c3

Zeleznikow, et. al. (2014). ‘I just saw this on Facebook, I need it now’: Exploring Small
Business use of Facebook. Retrieved 2021, from
https://www.researchgate.net/publication/287843237_
%27I_just_saw_this_on_Facebook_I_need_it_now
%27_Exploring_Small_Business_use_of_Facebook?
fbclid=IwAR0S4sqSiiNJJ7wP1J3hw3aagIpyEeCiCyVrIYN5MV3IpZYk44CeHRUKrV4

Curran, et. al. (2011). Advertising on Facebook. Retrieved 2021, from

https://www.researchgate.net/publication/268289406_Advertising_on_Facebook

Palma (2016). Effectiveness of Facebook as a Free Marketing Tool. Retrieved 2021, from
https://www.researchgate.net/publication/315574427_Effectiveness_of_Facebook_as_a_f
ree_marketing_tool

Kit (n.d). The Effectiveness of Social Media Marketing to Business Owners. Retrieved
2021, from
https://www.academia.edu/31783531/THE_EFFECTIVENESS_OF_SOCIAL_MEDIA_
MARKETING_TO_BUSINESS_OWNERS?fbclid=IwAR05G-
joxqiQ117RbxgbmBRBH7uKhZNkFIQmH3zRWvINcvz-W3kpknN2Ikg
 PEER EVALUATION FORM
You now have a chance to grade the other members of your group. Please evaluate the other
member of your group using the following scale.

1 = lowest score, 5 = highest score.

1= very poor; unacceptable performance

2= less than acceptable performance

3= average performance

4= good performance

5= excellent performance

Leader Member 2 Member 3 Member 4 Member 5 Member 6 Member 7

Holgado, Dasilva,
Jane Evan . Batas, Bernales, Ericka Faderanga, Gumapac, Napiza,
Criteria L. Julliah M. Katrina R. Grace T. Gladys L. Nicole F. Dhezamine
1. Did the
individual
contribute his
fair share? 5 4 3 5 3 5 3
2. Did the
individual
complete all
work in a timely
manner? 5 5 5 5 4 5 4
3. Did the
individual
participate
while doing the
activity? 5 4 4 5 3 5 4
4. Did the
individual
maintain a
positive,
respectful
attitude? 5 4 4 5 4 5 4
Total score 20 17 16 20 14 20 15

Once finished, upload here:

https://drive.google.com/drive/folders/1FwyOPgC2j5JCJSM8NLtKUiLtZr7DfzhX?usp=sharing

File Format: MS Word

File Name: Group Number and Group Leader (Group 1 – Evans, Chris)

Deadline of Submission: November 12, 2021