Facebook Marketing Strategy for Small Businesses in Malitbog During COVID

BUKIDNON STATE UNIVERSITY
MALITBOG CAMPUS
Poblacion, Malitbog, Bukidnon
Malitbog_campus@buksu.edu.ph
Facebook application: A tool for an Entrepreneurs’ Marketing Strategy

in Small Businesses in the Municipality of Malitbog Bukidnon in time of
COVID - 19 Pandemic in the year 2020.
Research Title:
In Partial Fulfilment of the Requirement for the

Subject: Business Research 1A and Thesis
Presented by:
Bachelor of Science in Business Administration, major in Financial

Management
Presented to:
Professor
Professor
December 2021
APPROVAL SHEET
This paper entitled “Facebook application: A tool for an Entrepreneurs’
Marketing Strategy in Small Businesses in the Municipality of Malitbog
Bukidnon in time of COVID - 19 Pandemic in the year 2020’’ prepared
and submitted by in partial fulfillment of the requirements for the subject,
BUSINESS RESEARCH 1A has been examined and recommended for oral
examination/defense.
Professor
PANEL OF EXAMINERS
Approved by the Panel of Examiners in partial fulfillment of the
requirements for the subject _________________with a grade of _________.
Chairman
Member Member
Accepted and approved in partial fulfillment of the requirements for the
subject BA81-BUSINESS RESEARCH 1A.
Campus- In- Charge

TABLE OF CONTENTS
Page
TITLE PAGE i
APPROVAL SHEET ii
TABLE OF CONTENTS iii
CHAPTER
1 THE PROBLEM
Introduction 1
Theoretical Framework 6
Conceptual Framework 12
Statement of the Problem 13
Significance of the Study 15
Scope and Limitation of
the Study 16
Definition of Terms 17
2 REVIEW OF RELATED LITERATURE
AND STUDIES 19
3 RESEARCH METHODS
Research Design 33
Research Locale 34
Respondents of the Study 35
Sampling Procedures 36
Research Instrument
and Validity 37
Data Gathering Procedure 38
Scoring Procedure 38
Statistical Treatments
of the Data 39
4 PRESENTATIONS, ANALYSIS AND INTERPRETATION
OF DATA
PROBLEM 1
PROBLEM 2
PROBLEM 3
PROBLEM 4
5 SUMMARY, FINDINGS, CONCLUSION AND RECOMMENDATION
SUMMARY
FINDINGS
CONCLUSION
RECOMMENDATION
REFERENCES 40
APPENDICES
APPENDIX A: Informed Consent Form 47
APPENDIX B: Survey Questionnaire 49
APPENDIX C: Plagscan Result
APPENDIX D: Curriculum Vitae

CHAPTER 1
THE PROBLEM
Introduction
Businesses contribute to the development of a culture of enterprise
and support our efforts to improve economic and community well-being.
Handling a business can be both exciting and frightening. There are many
practical things to consider like location, size, employees, quality control and
etc. And then there are the anxieties and concerns. “Will I make it” Am I over
my head?” “Where do I start?” Successful entrepreneurs know what
business is right for them. They have ability to market the business and
implement financial goals. The strategies involved in running a business
should be outlined in a practical business plan, which is the roadmap
needed to maintain a successful business (small businesspro, 2019).
But how is business for today? Cabrera (2020) said that one positive
thing to take note of during this pandemic is that it revealed one’s
capabilities, skills and talents when it comes to launching a business online.
Online businesses have been around for quite some time now, but
engagement has been at an all-time high. Since it is the pandemic, the
internet has helped to market ones’ products. Online delivery apps also
played a huge role in getting its products to its customers. Online payment
options make the transaction faster, convenient and safe. Traditional buyer-
seller scenario was no longer practiced in coping up pandemic set-up due
locked down implementation. From usual face to face interaction between
buyers to sellers is more practiced during pandemic situation. COVID-19
significantly limits physical interactions almost all over the world. Self-
imposed social distancing to avoid contagion, together with the strict
confinement measures implemented in many different countries.
According to Organization for Economic Co-Operation and
Development (Kenton and Boyle, 2020), in the United States, retail and food
services sales between February and April 2020 were down 7.7% compared
to the same period in 2019. However, sales increased for grocery stores and
non-store retailers (mostly e-commerce providers),1 by 16% and 14.8%
respectively. In the EU-27,2 retail sales via mail order houses or the Internet
in April 2020 increased by 30% compared to April 2019, while total retail
sales diminished by 17.9% (oecd.org, 2020). Here in Philippines, Sicat (2020)
of Philippines Star (Phil Star) said that the effect of coronavirus disease 2019
or COVID-19 on the Philippine economy for the rest of the year deserves
attention. The good prospects entertained for 2020 have been shattered by
the onslaught of the pandemic, which required extreme measures that has
put the economy to a halt.
But despite of everything, online selling had boom up since this is the
only means pull our daily needs both for buyers and sellers. The Department
of Trade and Industry Secretary Ramon Lopez said that over 73,000 online
businesses have registered with the agency during the COVID-19 pandemic.
And it was legally supported with the proposed Internet Transaction Act
(Senate Bill No. 1591) according to the DTI secretary.
How to star online business? There are many business skills required
to run online business apart from the knowledge of the marketplace. If you
want to start up your own online business, you need to run everything from
serving customers to preparing your accounts. This is often a har-hitting

requirement for anyone ((wa.gov.au, 2017). Being able to effectively manage
your finances is critical. It is needed to be able to forecast cash flow and
sales, as well as, monitor your profit and loss. Having financial management
skills will help you to run the business profitably and protect your financial
investment. Providing good customer service and having a marketing
strategy in place will help you to generate sales.
Social media sites like Facebook, Twitter, Pinterest, and Instagram
have changed the face of internet marketing. Facebook has a monthly active
user base of more than 250 million (Facebook, 2018). This statistic
demonstrates Facebook's and other social media platforms' value to
businesses looking to promote their brand, products, and services.
In this study the researcher’s wants to figure out the importance of
business management skills on Online Selling using only Facebook
Application of Small Businesses in the Municipality of Malitbog Bukidnon in
time of covid-19 pandemic of year 2020, thereby fostering Entrepreneurs’
Marketing Strategy during new normal situation. With the end view of
providing substantial recommendation after the result is being calculated.
Theoretical Framework
Social network theory views the community of individuals as
connected actors and studies their structure, development, and evolution
using mathematical models (Tiwari, 2020). Individual actors in a community
are referred to as nodes; the communications between those actors are
referred to as ties, edges, links, or connections. Social networks can be
formed on various scales, ranging from individuals to families, communities,

and nations. These ties may include frequency of communication,
friendship, kinship, financial exchange, sexual relationships, or shared
interests or beliefs. They combine to form a complicated graph structure.
This theory is related to the present study, hence Marketing Strategy
using Facebook Application requires actors- the buyers and the sellers, on
which the common goal is to satisfy customers demand and consumption
using online platform.
On the other hand, theory of innovation suits on the perspective of the
present study. This theory was proposed and propounded by J.A.
Schumpeter on the year of 1932 and cited by Maryam Elbajajaoui and
Abdelaziz Elabjani on the year 2021. According to Schumpeter, entrepreneur
is basically an innovator and innovator is one who introduces new
combinations. Accordingly, In Schumpeterian theory, the main theme is the
innovation. He makes a distinction between an innovator and an inventor.
According to him, an inventor discovers new methods and new materials.
But, an innovator is one who applies inventions and discoveries in order to
make now combinations. With the help of these new combinations, he
produces newer and better goods which yield satisfaction as well as profits
(Megha, 2016). In economic development process, entrepreneurs have been
assigned a crucial role so that tempo of growth is maintained effectively.
Development requires basic changes and entrepreneurs carry out the
required changes. Thus, entrepreneurial development brings economic
development.
The innovation theory propounded by Schumpeter pertinent to the
present study of the researchers hence entrepreneur’s needs innovation in
terms of business marketing. Marketing strategy requires a lot of changes
that will cater classy form of selling products using Facebook application.
Thus, with the use of online platform -with Facebook application, young
entrepreneurs’ may showcase their abilities and capabilities to project
marketing strategy that best suits to the needed platform particularly during
pandemic.
More likely, the right set of circumstances theory of selling hold that
situation-response theory had its psychological origin in experiments with
animals and holds that the particular circumstances prevailing in a given
selling situation cause the prospect to respond in a predictable way. If the
salesperson succeeds in securing the attention and gaining the interest of
the prospect and if the salesperson presents the proper stimuli or appeals,
the desired response (that is, the sale) will result. In connection with this,
social change theory may also be associated with its response to the needed
situation that we are facing for today. Social changes in Social marketing
are the use of marketing principles and techniques to effect behavioural
change. It is a concept, process, and application for understanding that
people are, what they desire, and then organizing the creation,
communication, and delivery of products and services to meet their desires
as well as the needs of society, and solve serious social problems (Gray,
2017).
The relevance of both theories mentioned above plays vital role in the
marketing strategy of our entrepreneurs’ hence, as needed by the kind of
situation we are facing right now, sellers should not give up for whatever it
takes. COVID 19 phenomenon requires social change and for the
marketers to survive the concept of adaptation on what is available in the
needed situation requires balance relationships and interactions between
and among buyers and sellers which may alter social and cultural values,
norms and institutions with time.

CONCEPTUAL FRAMEWORK
Below is the presentation on the flow of the study which deals with the
Facebook application: A tool for an Entrepreneurs’ Marketing Strategy in
Small Businesses of Municipality of Malitbog Bukidnon in the time of COVID
- 19 Pandemic in the year 2020.
This includes the demographic profile of the entrepreneur in terms of
age, sex, and civil status
Using the Independent variable and dependent variable, the
researchers clearly explains the flow of the study with the presentation of
two boxes in the framework.
The first box contains the marketing strategies used by entrepreneurs’
using Facebook application in terms of its product, price, place, promotion
and people. Likewise, issues of using Facebook Application in business
such as negative comments, targeted customers and public perception are
also contained in the first box.
While the second box contains the dependent variable which is the
effectiveness of online selling as the recommendation made by the
researchers based from the findings of the study.

Independent Variable Dependent Variable
Marketing Strategy
 Product
 Price
 Place Effectiveness in Online
 People Selling
Issues of Using
Facebook
• Feedback
• Targeted
Customers
• Customers
Perception
Figure 1: Schematic Diagram of the Study
Statement of the Problem
The study examines the marketing strategy and the issues of using
Facebook application of small businesses of Municipality of Malitbog,
Bukidnon during Covid-19 pandemic.
Specifically, this study attempts to answer the following questions:
1. What is the demographic profile of the entrepreneur in terms of
1.1 Age,
1.2 Sex, and
1.3 civil status
2. What are the marketing strategies in terms of
2.1 Product;
2.2 Price;
2.3 Place; and
2.4 People
3. What are the issues of using Facebook in business during Covid-19
pandemic in terms of
3.1 Feedback
3.2 Targeted Customers; and
3.3 Customers’ perception?
4. Based on the findings of the study, what action plan may be proposed to
improve the business operations of small businesses of Municipality of
Malitbog, Bukidnon during Covid-19 pandemic.
Significance of the Study
This Study will be beneficial to the following people:
Customer. The output of the study will fascinate customers’ desire to
purchase products launched at Facebook App. The study focused on the
marketing strategy by the young entrepreneurs’ which is aligned for
customers’ delights.
Future researchers-This will serve as the basis of similar studies. This can
also give them information they can utilize as support in documenting
evidence of the result of their future similar to the present study.
New entrepreneur. The result of the study will be enlightened
marketing students to be aware and develop their entrepreneurs’ skill using
online platform with showcasing their different marketing strategies for a
classy platform of selling products amidst pandemic situation.

Teacher. This will help the University administrators in designing
Entrepreneurship and Business Marketing Strategies in its curriculum thus
promoting 21st century entrepreneurs’ graduates.
Scope and Limitation of the Study
This study looked into the tool for an Entrepreneurs’ Marketing
Strategy during COVID - 19 Pandemic via Facebook Application. Due to no
face to face intervention and thereby observing AITF Protocols, the
respondents of the study were selected purposively as an active Facebook
online seller of Malitbog, Bukidnon. This study focuses only on the
Facebook application as an alternative selling platform of the selected 40
entrepreneurs’ in the entire Malitbog, Bukidnon.
Due to time constraints, the researchers will focus on the gathering of
data, as soon as research instruments are finalized hence the target time
frame of the study will last only up to this present semester.
Definition of Terms
For better understanding of the discussions in the succeeding
chapters, the following key concepts were conceptually and operationally
defined.
Facebook. Facebook marketing is a platform that offers a variety of
highly targeted paid advertisements and organic posts, allowing brands to
put their product and services in front of massive audience.
Market Place. Refers to the activity of buying and selling products
collinsdictionary.com). In this study, it refers to the transaction of buying
and selling of goods using Facebook Application.

Marketing strategy. A plan of action desire to promote and sell a
product or service (dictionary.com) In this study, it refers to a business
overall game plan for reaching prospective consumers and turning them into
customers of their products or services.
Negative comments. A refusal or a denial about the attributes of the
product. In this study, it is something that usually exist for every business
or entrepreneur. The company’s feedback immediately after the startup
process is harmful but negative in positive sense.
Price- is the sum of all the values that the customer gives up to gain
the benefits of having or using the product (marketinginsider.com). In this
study, it refers to the product or services and is the result of a complex set of
calculations, research and understand and risk-taking ability.
Products. Is an item offered for sale (economicindiatimes.com?) In this
study, a product can be a service or an item. It can be physical or virtual or
cyber form. Every product is made at a cost and each is sold at a price.
Targeted customers. The type of person that the company wants to
sell its products or services to(dictionarycampbrige.org). In this study, it
refers to a specific group of consumers at which a company aims its product
and services.
CHAPTER 2
REVIEW OF RELATED LITERATURES AND STUDIES
This section presents the literature and studies related to the study.
The following discussions relate to the literature and studies of this study.
Review of Related Literature
Business Marketing is an operative way of winning customers, and
this is very important in business industry be it small or big. Customers are
the first person that uses to patronize the product. They are indeed the
target of the market. Thus, in gaining to win in business marketing is very
vital for business to survive. Mansoor (2019) tells that how business
person market determines if the enterprise will be successful or not.
Marketing is a tool used to make and keep demand, importance, status,
business competition and more. Without marketing tool, business will
definitely close.
Marketing thru websites requires thorough communication so that
buyers must convinced themselves to create a customer wise decision.
Therefore, online sellers must create good communication platform in selling
their products and that must be pro-active, sincere, and highlighted with
good quality of the products. In line with this, micro-blog information value
and consumer purchase intention must be consistent hence this will make
disappointments on the buyer’s level of satisfaction.
Furthermore, as what Yan (2012) said, pricing must be justifiable.
The more market channel the sellers has the low to high price must be
applied. This must be true, since sellers had created web channel, this will
create more chances of buyers, products can be selling in any different web
sites, the more marketing websites the more chances of selling, the bigger
profit.
Likewise, Mercer (2021) stated that the importance of the online social
media site to journalism, business, communication, and social relationships
is difficult to overstate. Facebook offers a dedicated business interface,
replete with corporate profile pages and an advertising system that allows
marketers to target adverts based on the quantity of information users
provide on the site. This interface not only generates cash for the company,
but it also provides a once-in-a-lifetime chance for small enterprises with
limited advertising budgets that need to target certain groups.
Data taken from Morpace (2018) discloses that one out of every three
minutes spent online in the United States is spent on Facebook. Users aged
18 to 34 spend the most time on the site each week (8.5 hours out of 22.4
spent online). Facebook users aged 55 and up spend an average of 4.6 hours
each week on the site. The study looked at Facebook activity by ethnicity as
well. Asians were the most active Facebook users, according to the findings.
They spent the majority of their weekly Internet time on Facebook as a group
(39.6 percent). With 35.1 percent, African Americans were the second most
frequent consumers.
In the online selling, marketing strategy is very important. It talks
about company’s overall plan for reaching out to potential customers and
converting them into paying clients for their goods or services. The
company's value proposition, core brand message, statistics on target
customer demographics, and other high-level elements are all included in a
marketing plan. The "four Ps" of marketing—product, pricing, place, and

promotion—are all covered in a comprehensive marketing strategy (Barone &
James, 2021).
In business strategy, market place plays a fundamental role in
the marketing mix of product or service (Camrite, 2021). Place strategy
considers how and where a company will place its products and services in
an attempt to gain market share and consumer purchases. Additionally,
Camrite (2021) tells that in market distribution, seller must understand the
needs of the consumer and determine which avenue provides the best ability
to put the product or service in front of the potential buyer.
Furthermore, Facebook can be used to create leads and increase sales
of products and services. You have an audience regardless of your market or
niche because there are so many individuals on the web. You also can't
avoid marketing on Facebook in some form if you're in business today,
especially online. When compared to other platforms, advertising on
Facebook is extremely simple and may be highly targeted. To maximize your
return on investment (ROI) and connect with your unique customer group,
you'll need a great marketing strategy (Edmondson, 2019).
On the other hand, marketing activities that would cost thousands of
dollars on other platforms can be done for a fraction of the price on
Facebook. This makes it excellent for small to medium-sized firms on a tight
marketing budget. Larger companies can also use Facebook to test
marketing concepts and themes before committing to larger campaigns
("Benefits of Facebook.", 2021).
However, customer’s feedback is the most crucial in marketing where
the seller must consider. Patel (2014), tells that if there’s’ only one negative
feedback, it can lose a company as many as 22% of its customers. In every
business, customer’s feedback is coming into weightage. In business, there

is a never-ending way to find out what customers need and deliver it
accurately to them instantly to meet their expectation. This also means that
bad or good feedback is equally important for business small or big. And the
good news is in customer’s feedback strategy – the company may avoid
negative impact on it if they would listen to their customer’s perception.
Also, in online business marketing, customers’ perception is weighty.
In customers’ perception it is how customers feel about the services or
products. Chambers (2020) said that customers’ perception in an online
selling is everything. The way customers perceived creates impacts
acquisition and retention and can even affect ability to raise capital. Thus,
business success can be measured by customers’ perception based from
their satisfaction.
Review of Related Studies
Abdallah (2021) investigates the effects of online shopping on
improving customer satisfaction. The effects of online shopping on
improving customer satisfaction in retail establishments. Findings reveal
that customer satisfaction plays a vital role in how the choices of people to
shop online. Websites who offered online shopping must create a customer
satisfaction and delight in terms of services. User-friendly applications or
websites that can easily accessible to the public are the preferences of the
online shoppers. It was also revealed from the study that online shopping
has different variation in terms of preferences according to age and gender.
Finding of the study made an implication that online shopping serves

customer by having a good quality in terms of its access and comfort which
tend to increased customer contentment.
Additionally, Pawar (2014) reveals the findings of his study on
effectiveness of online marketing on integrated marketing is that increasing
literacy of people of using internet is the main reason for growing importance
of online marketing. Findings also discloses the truly advantages of internet
in any various form such as social networking, online shopping & media
sharing (photo, music, video). This makes fond the intensity of using
internet. With the outgrow of internet usage, traditional marketing becomes
slowly in purpose of selling, people to patronized more product coming from
online marketing rather than what they see and read from television and
print media. It was also added on the findings that the capability of
interaction between consumers and advertisers and the wide range
information and ease shopping are the reasons why people favorably use
online marketing.
Zhou et., al. (2016) investigates the effects of such information value
on consumers’ purchase intention through the building of online brand
equity. It also examines how perceived usefulness intervenes in the
relationship between micro-blog information value and consumer purchase
intention. Findings reveal that customers prefer informative, attention-
grabbing and stunning online retailers’ micro-blog posts. It created positively
impact online retailers’ brand equity, which in turn influences consumer
purchase intention.
However, Yan et., al. (2012) investigates a study on business pricing in
order to provide a framework to help business marketers with a mixed

online and traditional retail channel (multi‐channel company) and so as to
find the
optimal pricing strategy and market structure in order to maximize their
profits. Findings show that an optimal pricing strategy depends upon
different market structures for a multi‐channel company. When a company
uses multiple channels to sell its product, the optimal pricing strategy is to
use a low‐high pricing strategy if the online marginal cost is equal to or less
than the traditional marginal cost, or a high‐low pricing strategy if the online
marginal cost is far larger than the traditional marginal cost. Also, in order
to maximize its profit, the company using multiple channels should adopt
channel integration as the optimal market structure.
On the other hand, application of Information Computer Technology in
financial management creates advancement to level up business
performance. Azam (2015) made a investigates a study in order to look at
the environmental and cultural factors with a view to achieving ICT usage
success in terms of enhanced firm performance. Specifically, the study is
more on improving organizational practices and procedures by eliminating
the traditional power distance inside organizations and implementing
necessary rules and regulations are important actions for managing
environmental and cultural uncertainties.
Traditional marketing tactics can no longer maintain a firm, according
to the report "The growth of social media as a marketing tool for
entrepreneurs." However, the time, effort, utility, and ability to track results
made using social media for marketing impractical. With the introduction of
analytics and other advanced measurement tools, entrepreneurs are
discovering that they can now utilize data to optimize their social media
marketing efforts in addition to using social media as a marketing tool. An
exploratory study on Emirati female entrepreneurs' usage of Instagram as
marketing tool. The UAE has an internet penetration rate of more than 80%
and has made extensive use of social media for both social and business
purposes. The purpose of this exploratory study is to learn about the
experiences of Emirati businesswomen who use Instagram to sell their small
enterprises. During in-depth interviews and focus group sessions, nine
successful businesswomen were identified, and their experiences were
recorded. Instagram is widely utilized by Emirati women entrepreneurs,
particularly for home-based enterprises, according to the report (Wally &
Koshy n.d.).
With the rise of social networking today, many micro-enterprises adopt
Facebook Fan Pages and use its native features for marketing purposes.
However, the native features provided by Facebook Fan Pages are limited
and may not be suitable to the nature of different types of micro-
entrepreneurship. As compared to micro entrepreneurship, big companies
have relatively substantial resources in developing their own applications
integrated with Facebook by using Facebook Application Programming
Interface (API). The integrated applications developed by big companies
would help them utilize the platform provided by Facebook for specific
marketing purpose. Micro-enterprises, on the other hand, face greater
challenges in following big corporations' strategy due to limited financial and
non-financial resources. Micro-businesses may research and utilize
numerous Third-Party Applications (TPAs) on Facebook for their marketing
purposes in order to make better use of Facebook. Despite this, there is a
scarcity of study devoted to this new problem. As a result, this study is a

first step toward leveraging social networking sites for micro-business
marketing and contributes to the literature in various ways. This article
intends to investigate how micro-businesses may leverage Facebook and its
TP as to create effective marketing operations. This study extensively
investigated and examined Facebook's original features as well as three
different types of TP As. This study's findings provide corresponding tactics
and suggestions in various marketing stages experienced by micro-
enterprises, and are expected to be a valuable resource for marketing
managers and entrepreneurs in the micro-entrepreneurship arena (Jang et
al., 2019).
In the study "The Effectiveness of Facebook as a Marketing Tool
(Saudi Arabia Case Study)," the researchers focused on Facebook and its
utility as a marketing tool among Saudis. Facebook is an effective marketing
tool since its designers created an advertising system that allows firms to
leverage each Facebook user's information for customized advertising.
Facebook is a wonderful tool for businesses and their customers to
communicate directly. Through extensive research and analysis, the
researchers intended to see if Facebook is a viable marketing tool in Saudi
Arabia, where advertisers may reach and influence targeted consumers. The
positive consequences were identified throughout the course of several
stages. According to an exhaustive review of literature from many industry
experts, there is a desire for social media marketing and the perfect social
marketplace. According to proposed techniques for community development
and establishing a successful presence on these online platforms,
organizations must build relationships with consumers through openness
and a welcoming attitude without overselling. Because Facebook was

suggested as the best platform for a Saudi Arabian company to create a
social marketplace, and because there is a correlation between a company's
Facebook presence and marketing effectiveness, a thorough investigation of
the site's features and environment was also required. Some of the various
applications that organizations can employ for marketing purposes were
highlighted. Almost no other social networking site offers as many options
for businesses to facilitate client relationships as this platform. Finally, a
new poll was conducted to provide updated information on the attitudes of
typical internet users. According to the key findings, consumers appreciate
online communities and encourage that they participate in them (Al-
Hadban, et.al 2014).
The primary research goal of this paper was to look into the long-term
effects of social-media-based entrepreneurial marketing with celebrity
endorsers on purchase intentions. We looked into the mediating influence of
brand differentiation on brand image as well as the moderation effect of
brand differentiation. The findings suggest that through improving the image
of the sponsor's company, celebrity endorser credibility increases purchase
intention among members of the sponsored Facebook fan network. Brand
uniqueness serves a dual purpose: it amplifies the impact of celebrity
endorsement on brand image while also buffering the impact of brand image
on purchase intent. Most importantly, these improvements lasted for the
whole four-year study period. In three ways, our discoveries add to the body
of knowledge. First, the study of the effects of entrepreneurial marketing on
Facebook gives theoretical concepts on strategic social-media marketing a
modern spin (Felix et al., 2017). Second, from the customer's perspective,
the relationship between celebrity endorser credibility, brand image, and

purchase intention contributes not only to the research stream at the
intersection of entrepreneurship and marketing (Kraus et al., 2012), but also
to social media discussions about branding (Capatina et al., 2017). Third, by
emphasizing the moderating impact of brand differentiation, this research
can help practitioners understand the conditions under which this
particular entrepreneurial marketing technique might reach its full potential
(Fink et al., 2018).
The goal of this article is to look at the impact of Millennials'
behavioral attitudes toward the world's most popular social media platform,
Facebook, and to see if different usage and demographic characteristics have
an impact on intent-to-buy and purchase perceptions. In South Africa,
quantitative research was undertaken by a survey of over 3,500 respondents
using self-administered structured questions. The data was analyzed using a
generalized linear model. The findings show that Facebook advertising had a
beneficial impact on the behavioral attitudes (intention-to-buy and
purchase) of Millennial in South Africa. The demographic influence of ethnic
orientation, as well as the usage characteristics, log on length, and profile
update incidence, all contributed to more favorable opinions of Facebook
advertising (Duffett, 2015).
The growth of Small and Medium Enterprises (SMEs) in Indonesia
makes the owner to have an excellent strategy especially marketing strategy
to broaden their market share and increase their products or services'
quality. Due to SMEs weaknesses of lack in human and financial resources,
they need to conduct online marketing to reach their consumers, fasten the
transactions and better customer support, thus saving costs for doing
marketing campaign, etc. One of the biggest social networks in the world,
Facebook can be a solution for SMEs by exploited their features i.e.
Facebook Profile, Group and Fans Page for marketing purposes. Most of
SMEs today have adopted Facebook as their marketing medium but they
have not measured the impact and effectiveness of marketing that they have
done. In order to better understand the need of online marketing for SMEs
and to provide guidelines for Indonesian SMEs in choosing marketing
medium, this paper presents the impact analysis of using Facebook in two
Indonesian SMEs i.e. Inspired 27 and Garlick Store Company (Handayani &
Disdaining, 2011).
CHAPTER 3
RESEARCH METHODS
This chapter presents and discusses the methods and procedures that
was used in answering the problems posted in this study. It includes the
research design, the locale and time of the study, the respondents of the
study, instruments, data gathering procedures and statistical treatment of
data used.
Research Design
Mean and standard deviation design attempts to collect quantifiable
information for statistical analysis of the population of the sample. It is a
popular market research tool that allows us to collect and describe the
demographic segment’s nature (questionpro.com). This employed in the
study using a questionnaire to gather the needed data that serve as inputs
to the reference model. This involved the collection of data to answer the
questions concerning the current status of the subjects of the study. It also
determined information about the variables. Frequency and percentage

distribution were used to describe the profile of the respondents using
Facebook App in their business as part of their marketing strategy.
The data was being gathered by using questionnaire instruments and
are described and interpreted and the numerical values are statistically
analyzed. Mean, standard deviation, person product and multiple
regression analysis was also used as statistical tools of the study. The
respondents of the study are the 40 online sellers using Facebook
Application within from municipality of Malitbog, Bukidnon province.
Research Locale
This study was conducted as concluded in Municipality of Malitbog,
dubbed as "Home of future millionaires". It is located in Region 10; Northern
Mindanao Region and it is part of the province of Bukidnon. This place is
made up of plain land, mountains with waterfalls and cold rivers.
Respondent of the Study
The respondents of the study are those individuals who do small
businesses in online selling with the use of Facebook application within the
Municipality of Malitbog, Bukidnon. The online sellers are the source of
information for the effectiveness of the internet as marketing tool. There are
40 respondents that will participate in the study and these are the small
business owners of Municipality of Malitbog, Bukidnon for an entrepreneur
during Covid-19 pandemic.
Facebook Application users in online selling who experienced difficulty
or effective in selling products during pandemic situation. They are selected
purposely provided that they are online sellers.

Sampling Procedures
The selection of all the respondents will be done using purposive
sampling method. Purposive sampling is a non-probability sampling in
which researchers rely on their own judgement when choosing members of
the population to participate in their survey (Alchemer.com). Since, it is
pandemic and face-to-face was not allowed, with the alignment of AITF
protocols, the researcher has purpose selects 40 online sellers using
Facebook Application within the context of municipality of Malitbog,
Bukidnon province only. The selected respondents have been answer
research survey using online Google survey platform.
Research Instrument and Their Validity
Survey questionnaire that researchers made was utilized in gathering
data for the study. It includes the information of services, marketing
strategies and entrepreneurial skills of online sellers. The questionnaire
includes perceptions of the respondents and information’s including
demographic profile ages, civil status, and sex . The structured indicators for
the respondents' perception have one (1) to four (4) choice according to how
they perceive the services of Facebook app as marketing tool. The choices'
corresponding points are the following: first is a scale of 4 with range mean
of 4.0-3.0 with the description of strongly agree and the interpretation of
very high , secondly a scale of 3 with range mean of 2.99-2.0 with the
description of agree and the interpretation of high, thirdly a scale of 2 with

range mean of 1.99-1.0 with the description of disagree and the
interpretation of low, lastly a scale of 1 with range mean of 1.0-0.99 with the
description of strongly disagree and the interpretation of very low. The
questionnaire have been check and has been validated with the assistance of
the research adviser.
Data Gathering Procedure
The researchers adviser and Department head gave their approval for
the study to be carried out. A letter of permission is attached to the
questionnaire, stating the purpose of the study to understand more. With
the approved research instrument, the researcher would proceed to
purposively determine the respondents and continue the process of
collecting data. Right after the respondents had finished answering the
questionnaire; the data will be scored, tallied, and tabulated by the
researcher.
The scoring procedure will use in this study are as follows:
SCALE RESPONSES RANGE
Scale Range Mean Description Interpretation
4 4.0 - 3.0 Strongly Agree Very High
3 2.99- 2.0 Agree High
2 1.99 – 1.0 Disagree Low
1 1.0 – 0.99 Strongly Very Low

Disagree
Statistical Treatment
In the processing of data, the following statistical techniques will be
employed:
Frequency and percentage distribution will be used to describe the
profile of the respondents, in terms of their age, sex and length of years in
the online business.
Mean and standard deviation will be used to describe the products,
price, promotion and people.
CHAPTER 4
PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA
This chapter presents the data gathering of the study, interpretation of
the results from conducted survey and the Facebook Application analysis.
Problem #1. What is the demographic profile of the respondents

in terms of ?
1.1 Age,
1.2 Sex, and
1.3 civil status
Frequencies and Percentages of Ages, Sex and Civil Status

Count Percent (%)
17 0 0.0%
19 0 0.0%
20 0 0.0%
21 0 0.0%
22 0 0.0%
24 0 0.0%
25 0 0.0%
26 0 0.0%
27 0 0.0%
28 0 0.0%
29 0 0.0%
30 0 0.0%
31 0 0.0%
33 0 0.0%
34 0 0.0%
35 0 0.0%
36 1 2.5%
Age
39 0 0.0%
42 1 2.5%
44 1 2.5%
45 1 2.5%
22 1 2.5%
24 4 10.0%
25 2 5.0%
26 4 10.0%
27 1 2.5%
28 4 10.0%
29 3 7.5%
30 3 7.5%
31 1 2.5%
33 3 7.5%
Age 39 1 2.5%
42 1 2.5%
44 2 5.0%
45 1 2.5%
Male 3 7.5%
Sex
Female 37 92.5%
Married 0 0.0%
Single 0 0.0%
Civil Married 15 37.5%

Status Separated 1 2.5%
Single 24 60.0%
Table above shows the profile of the respondents in terms of age, sex
and civil status. Based from the table, it shows that majority of the
respondents belongs to age of 26 and 28 years old. Out of 40 respondents
the youngest online seller belongs to age of 22, and the oldest online seller
belongs to age of 45years old. Finding shows relevance from the study of
Morpace (2019) which implies that in online selling users aged 18 to 34
spend the most time on the site each week (8.5 hours out of 22.4 spent
online). Facebook users aged 55 and up spend an average of 4.6 hours each
week on the site.
While in terms of sex and status, it can be observed from the table
that majority of the respondents are female and single. Findings show that
observable differences in how men and women behave as shoppers. It’s
clear, men and women think differently about shopping and will approach
the act of shopping online in different ways. This is very true in connection
to Abdallah (2021) findings which foretells that user-friendly applications or
websites that can easily accessible to the public are the preferences of the
online shoppers. It was also revealed from the study that online shopping
has different variation in terms of preferences according to age and gender.
Problem# 2. What are the Marketing Strategies in terms of?
2.1. Products
2.2. Prices
Table 3
Mean Distribution of Respondents

Facebook Application for Marketing
Strategy in terms of Products
Items Me Std. Descrip Inter

an Deviat tion preta
ion tion
Facebook
application
is an
opportunit
y for the
entreprene
urs to
promote
and sell
their
products.]
In terms of
Market
scope, it is
of great
advantage
for online
seller using
Facebook
application
compared
on selling
products
from
physical
store
In
Facebook
Application
, buyers
have the
chance to
brows and
choose
products
but based
from their
own
preferences
.]
Items N Mean Std. Description Interpretation

Deviation
Facebook
Application for
Marketing
Strategy in terms
of Products [1.
Facebook
40 3.82 .385
application is an
opportunity for
the entrepreneurs
to promote and
sell their
products.] Strongly Very High
Agree
Facebook
Application for
Marketing
Strategy in terms
of Products [2.
In terms of
Market scope, it
is of great
40 3.63 .490
advantage for
online seller
using Facebook
application
compared on
selling products
from physical
Strongly Very high
store.]
Agree
Facebook
Application for
Marketing
Strategy in terms
of Products [3.In
Facebook
Application, 40 3.62 .490
buyers have the
chance to brows
and choose
products but
based from their
own preferences.] Strongly Very High
Agree
Facebook
Application for
Marketing
Strategy in terms
of Products
[4.Facebook
40 3.55 .597
Application
transacts
business faster
than the usual
form of buying Strongly Very High
and selling.] Agree
Facebook
Application for
Marketing
Strategy in terms
of Products [5.
There is a great
40 3.47 .506
income
opportunity to
online selling
compared to
selling in physical Strongly Very High
stores.] Agree
Valid N (listwise) 40
Scale Range:
Instrument: Mean and Standard Deviation

Point Scale Legend Interpretation
4.0-3.0 Strongly agree Very high
2.99-2.0 Agree High
1.99-1.0 Disagree Low
1.0-0.99 Strongly Disagree Very low.
Table above are the indicators that measure Facebook Application as for
marketing strategy in terms of products.
It can be gleaned from the table that majority of the respondents
regarded Facebook Application is an opportunity for the entrepreneurs to
promote and sell their products, with 3.82 mean value and .385 standard
deviation respondents replied “Strongly Agree”. This mean to say that most
of the respondents use Facebook Application as the avenue for selling. It is
true from the notion of Mercer (2021) which says that Facebook application
not only generates cash for the company, but it also provides a once-in-a-
lifetime chance for small enterprises with limited advertising budgets that
need to target certain groups.
While in indicator which tells that “In terms of Market scope, it is of
great advantage for online seller using Facebook application compared on
selling products from physical store”, majority of the respondents answered
“Strongly Agree” with 3.63 mean value and .490 Standard Deviation which
illustrates “Very High interpretation”. This result implies that market place
plays a fundamental role in the marketing mix of product or service
(Camrite, 2021).
Furthermore, indicator that use to measure Facebook Application if
buyers have the chance to brows and choose products but based from their
own preferences, table above reveals that a “Strongly Agree” responses with
mean value of 3.62 and .490 standard deviation. This finding implies a “very
high” interpretation. It is likewise true to Chambers (2020) idea that
customers’ perception in an online selling is everything.
Likewise, indicator which says that “Facebook Application transacts
business faster than the usual form of buying and selling” connotes
“Strongly Agree” from the respondent’s perspective. Results shows 3.55
mean value and .597 standard deviation which can be interpreted “very
high”. This finding somehow very significant to the conclusion made by
Pawar (2014) where he concluded the truly advantages of internet in any
various form such as social networking, online shopping & media sharing
(photo, music, video). This makes fond the intensity of using internet. With
the outgrow of internet usage, traditional marketing becomes slowly in
purpose of selling, people to patronized more product coming from online
marketing rather than what they see and read from television and print
media.
Same as true with the indicator which says that “There is a great
income opportunity to online selling compared to selling in physical stores”.
This indicator reveals “Strongly Agree” responses with 3.47 mean value and.
506 standard deviation which brings “very high” interpretation. This made a
notion that people to patronized more product coming from online
marketing(Pawar, 2014).
1. Descriptive Statistics of Price
N Mean Std. Description Interpret

Deviation ation
Facebook Application
for Marketing Strategy
in terms of Price [1. In
Facebook Application, Strongly Very
40 3.35 .580
sellers create more Agree High
value on the products
to justify their set
prices.]
in terms of Price [2.
Using Facebook Strongly Very
40 3.37 .586
Application sellers can Agree High
easily identify buyers
who can afford their
services or products.]
Prices of goods and 40 3.38 .540 Strongly Very
services in an online Agree High
selling can create
sufficient profit.]
in terms of Price [4. In
online selling using Strongly Very
40 3.15 .700
Facebook Application, Agree High
sellers can add hidden
charges to get a higher
profit.]
40 3.28 .640
Setting of prices by Strongly Very
sellers is sufficient to Agree High
stay in online selling.]
Scale Range:

2.99-2.0 Agree High
Table above are the indicators that measure Facebook Application as
for marketing strategy in terms of price.
It can be seen from the table that indicator which says that in
“Facebook Application, sellers create more value on the products to justify
their set prices” gathered

A mean value of 3. 35 with .580 standard deviation. This result implies
“Strongly Agree” from respondents in terms of giving concerns in using
Facebook application for marketing strategy in terms of price. Thus, this
finding finds significance from the statement expressed by Yan (2012) which
says that online selling in Facebook Application will create more chances of
buyers, products can be selling in any different web sites, the more
marketing websites the more chances of selling, the bigger profit.
Yet, another indicator which tells that “Using Facebook Application
sellers can easily identify buyers who can afford their services or products”.
Results reveals “Strongly Agree” with mean value of 3.37 and .586 standard
deviation. This finding shows implication that social media dependent spent
more time in Facebook, in fact Morpace (2018) declares that Asians were the
most active Facebook users, secondly by African Americans were the second
most frequent consumers.
Consequently, on the idea that “Prices of goods and services in an
online selling can create sufficient profit” in Facebook Application, majority
of the respondents replied “strongly Agreed” with 3.38 mean value and .540
standard deviation. This finding reflects what The Department of Trade and
Industry Secretary Ramon Lopez said that “online selling had boom up since
this is the only means pull our daily needs both for buyers and sellers”.
Nevertheless, Marketing Strategy with Facebook Application in terms
of “sellers can add hidden charges to get a higher profit”, most of the
respondents answered “Strongly Agree” with mean value of 3.15 and .700
standard deviation. This implies higher interpretation from respondent’s
perspective. Likewise, online sellers gained more profit compared to actual
physical stores. Hence, in selling with physical stores, they still liable to rent
selling space, they will pay more in billing of utilities and other
miscellaneous expenses.
More on that, pricing is very crucial in an online selling. Indicator that
use to say that “Setting of prices by sellers is sufficient to stay in online
selling” gathered “very high” interpretation from ‘Strongly Agree” (3.28 mean
value and .640 standard deviation) responses from respondents. The result
is true as to the statement of Yan (2012) which says that sellers had created
web channel, this will create more chances of buyers, products can be
selling in any different web sites, the more marketing websites the more
chances of selling, the bigger profit hence online sellers can earn big profit
by setting a good price.
2. Descriptive Statistics of Place
N Mean Std. Description Interpretat

Deviation ion
Facebook Application for

Marketing Strategy in
terms of Place [1.
Facebook. Application in 40 3.70 .464 Strongly Very High
selling can create Agree
advantages in saving for
physical store rentals.]

terms of Place [2. Selling
using Facebook Strongly Very High
Application can reach 40 3.70 .464 Agree
anywhere thus it can
result to a higher profit
because of a wider market
scope.]
terms of Place [3.
Purchasing goods and 40 3.65 .483 Strongly Very High
services using Facebook Agree
Application can save time
and effort.]

terms of Place [4.
Facebook Application has Strongly Very High
a wider market scope 40 3.60 .545 Agree
compared to the
traditional physical store
which is very limited in
space area.]

terms of Place [5. No
maintenance for repair, Strongly Very High
40 3.60 .545
bills for water and Agree
electricity can be in
selling using Facebook
Application.]
Table above show the indicators that measure Marketing Strategy
using Facebook Application in terms of place.
Looking at the table, findings reveals that majority of the respondents
answered “Strongly Agree” with mean value 3.70 and .464 standard
deviation when it comes to indicator that says “. Facebook. Application in
selling can create advantages in saving for physical store rentals”. This is an
obvious turnover for the online sellers. This will be a big savings on their
part compared to selling via physical stores hence market place plays a
fundamental role in the marketing mix of product or service (Camrite, 2021).

Additionally, “selling using Facebook Application can reach anywhere
thus it can result to a higher profit because of a wider market scope”, this
indicator is asked to the online sellers and divulges “strongly Agree” with
3.70 mean value and .464 standard deviation. The result simply tells higher
interpretation in terms of higher profits from online selling. In an online
platform selling of products is not limited for a specific place, rather it can
go anywhere at any time. This is linked with to Edmondson (2019)
conclusion that Facebook can be used to create leads and increase sales of
products and services. You have an audience regardless of your market or
niche because there are so many individuals on the web.
Purchasing goods and services using Facebook Application can save
time and effort this was the indicator indicated above on the table which
gathered “Strongly Agree” responses from respondents with 3.65mean value
and .483 standard deviation. This means to say that most of the purchaser
patronize online orders since they can save time, money and effort. By just
click using Facebook Application, they can immediately purchase good
without hassles. Same with the findings of study of Abdallah (2021), it
made an implication that online shopping serves customer by having a good
quality in terms of its access and comfort which tend to increased customer
contentment.
Moreover, on the indicators about “Facebook Application has a wider
market scope compared to the traditional physical store which is very
limited in space area” and “No maintenance for repair, bills for water and
electricity can be in selling using Facebook Application” shows “strongly
agree” responses from 40 respondents having both mean value of 3.60
and .545 standard deviation. Conclusion stated by Camrite (2021) that

market place plays a fundamental role in the marketing mix of product or
service is very true.
3. Descriptive Statistics of People
N Mean Std. Description Interpretat

Deviation ion

Marketing Strategy in terms
of People(customers) [1.
The more Facebook friends Strongly Very High
40 3.68 .526
a seller has, the bigger of Agree
chances in getting of more
customers causing an
increase in sales.]

of People(customers) [2.
Using Facebook App as an
online selling platform
Strongly Very High
buyer can easily send out 40 3.73 .452
Agree
regular updates about their
products wherein
customers can directly
react to, and share with
their f

of People(customers) [3. In
buying goods and services Strongly Very High
40 3.57 .594
in online market, Agree
customers can directly and
easily express their
feedback to the seller/s.]
Above are the indicators that use to measure respondent’s perspective
on Facebook Application Marketing Strategy in terms of People. Indicators
which says that “The more Facebook friends a seller has, the bigger of
chances in getting of more customers causing an increase in sales” gather

“Strongly Agree” responses from the respondents with 3.68 mean value
and .526 standard deviation.
While indicators about Marketing Strategy in Facebook Application
which says “Using Facebook App as an online selling platform buyer can
easily send out regular updates about their products wherein customers can
directly react to, and share with their friends” connotes: Strongly Agree”
responses with mean value of 3.73 mean value and .452 standard deviation.
This requires higher interpretation based from the given scale range. It
means to say that information about the must be presented online. Updated
features about the product is very important as Marketing Strategy. Both of
the indicators above show relatedness to the idea of Zhou et., al. (2016)
which examines the relationship between micro-blog information value and
consumer purchase intention. According to their findings customers prefers
informative, attention-grabbing and stunning online retailers’ micro-blog
posts. It created positively impact online retailers’ brand equity, which in
turn influences consumer purchase intention. Creating micro-blog
information attracts viewers and followers. Thus, the more friends a seller
has in Facebook, the more chances of getting more purchase from friends.
However, feedback is very important to online sellers. online sellers’
sustainability will become stronger if the sellers creates an avenue for
customers’ feedback. Through this buyers and sellers can exchange their
perspective thru online format. This finding is true when respondents
answered “Strongly Agree” with the indicators which says” In buying goods
and services in online market, customers can directly and easily express
their feedback to the seller/s”. “Customer satisfaction plays a vital role in
how the choices of people to shop online. Websites who offered online
shopping must create a customer satisfaction and delight in terms of

services. User-friendly applications or websites that can easily accessible to
the public are the preferences of the online shopper Abdallah, 2021).
Descriptive Statistics of People
N Mean Std. Description Interpretation

Deviation
in terms of
People(customers) [4. Strongly Very High
Opinion and Agree
40 3.65 .483
expectations of
customers is very
important for online
sellers for them to
abreast their needs.]
in terms of
People(customers) [5.
Online buyer's loves
Strongly Very High
customize page of the
Agree
sellers in order for 40 3.58 .501
them to know more
about the sellers,
knowing about sellers
business personality
and character
(building tr
However, when it comes to Marketing Strategy in terms of people
about Opinion and expectations of customers for them to express their
needs, majority of the respondents got answered with “Strongly Agree”
responses with 3. 65 mean value and .483 standard deviation. This is
absolutely true to Patel (2014) notions which tells that if there’s’ only one
negative feedback, it can lose a company as many as 22% of its customers.
In every business, customer’s feedback is coming into weightage. Thus,
online sellers must keep abreast with buyers’ expression and expectations.
While indicators that measures Marketing Strategy in Facebook
Application about knowing business personality and character most
respondents “Strongly Agree” with the statement getting of 3.58mean value
and .501 standard deviation. This connotes higher interpretation from scale
range which means to say that of trust is also a big deal in business online.
Sometimes, online sellers allow celebrity to endorse products in order to win
buyers trust. Through improving the image of the sponsor's company,
celebrity endorser credibility increases purchases intention among members
of the sponsored Facebook fan network and also social media discussions
about branding (Capatina et al., 2017.).
Descriptive Statistics of Issues on

Customer’s Feedback

Deviation
Issues on Customer's
Feedback in Facebook
Agree High
Marketing App [1.
40 2.73 .784
Sometimes gathering
customer's feedback is
a waste of time.]
Agree High
Marketing App [2.
40 2.88 .822
Customer's feedback
can be harsh, vocal
and offend sellers.]
Issues on Customer’s
Marketing App [3.
Reading positive and Strongly Very High
negative feedbacks 40 3.05 .714 Agree
from online buyers
makes them feel
confused and hesitate
to purchase.]
Marketing App [4.
Monitoring customer's 40 3.02 .800 Strongly Very High
feedback requires time Agree
to review and burden
to online sellers.]
Marketing App [5.
Sellers don't have
enough time to 40 2.73 .877
Agree High
entertain Customer’s
feedback and does not
affect online seller's
profits for business.]
Scale Range:

2.99-2.0 Agree High
Table above indicates Issues on Customer's Feedback in Facebook
Marketing App which says that “Sometimes gathering customer's feedback is
a waste of time”. This

Indicator gathers “Agree” perspective from the respondents with mean value
of 2.73 and .784 standard deviation. While, indicator which tells that
Customer's feedback can be harsh, vocal and offend sellers gathered “agree”
responses from the respondents with 2.88 mean value and .822 standard
deviation.
On the other hand, indicator in online selling strategy which says
that “Reading positive and negative feedbacks from online buyers makes
them feel confused and hesitate to purchase” has a 3.05 mean value
with .714 standard deviation while indicator that use to measure online
seller marketing strategy which says that “Monitoring customer's feedback
requires time to review and burden to online sellers” gathered a “Strongly
Agree” response with 3.02 mean value and .800 standard deviation.
Consequently, indicator that tells “sellers don't have enough time to
entertain Customer’s feedback and does not affect online seller's profits for
business” has resulted for an “Agree” response with 2.73mean value .877
standard deviation. This means to say that sometimes online sellers
regarded customers’ feedback as a waste of time. In contrast to the findings,
Chambers (2020) said that customers’ perception in an online selling is
everything. The way customers perceived creates impacts acquisition and
retention and can even affect ability to raise capital. Thus, business
success can be measured by customers’ perception based from their
satisfaction.
Descriptive Statistics of Issues on Targeted

Customers

Deviation
Issues on Targeted
Customers [1. Online
40 2.65 .802 Agree High
sellers have no plan or
strategic place.]
Issues on Targeted
Customers [2. Sellers
Agree High
don't consider much 40 2.75 .809
on buyer's
preferences.]
Issues on Targeted
Customers [3. Some
Agree High
sellers don't have the 40 2.75 .707
ability to adapt to new
trends.]
Issues on Targeted
Customers [4. There is
40 3.42 .675 Strongly Very High
too much competition
Agree
in the online market.]
Issues on Targeted
Customers [5.
Sometimes buyers are
seemed interested but 40 3.15 .662 Strongly Very High
they are not ready to Agree
buy which in turn they
become scammer.]
Scale Range:
Instruments: Mean and Standard Deviation
2.99-2.0 Agree High
Presentation on table above is about issues on target customers.
Indicator which tells that “Online sellers have no plan or strategic place”
gathered “Agree” response from total respondents with 2.65 mean value
and .802 standard deviation. While, indicator that says “Sellers don't
consider much on buyer's preferences.” Has an “agree” response from the
respondents with mean value of 2.75 and standard deviation of .809. Same
with the indicator that says “Some sellers don't have the ability to adapt to
new trends” Has an “agree” response from the respondents with mean value
of 2.75 and standard deviation of .707.
Meanwhile, issues that says “There is too much competition in the
online market” creates “Strongly Agree” response with 3.42 mean value
and .675standard deviation. Likewise, issue on “Sometimes buyers are
seemed interested but they are not ready to buy which in turn they become
scammer” gathered “Strongly Agree” answer from the respondents with
3.15mean value and standard deviation of .662.
All these findings tell that in the online selling, marketing strategy is
very important. According to Barone & James (2021, the "four Ps" must
always reflect in marketing—product, pricing, place, and promotion—are all
covered in a comprehensive marketing strategy.
Descriptive Statistics Issues on Costumer’s

Perception

Deviation
Perception [1. Deceiving
images, videos and Strongly Very High
expressions of goods and 40 3.35 .622 Agree
services sometimes are
observed in Facebook
Application.]
Perception [2.
Strongly Very High
Consistency of 40 3.42 .549
Agree
scheduling of post is
hard to maintain.]
Issues on Customer’s
Perception [3. Mode of
Strongly Very High
payment sometimes and 40 3.23 .577
Agree
receivables of payment
sometimes erroneous.]
Perception [4. Dummy
Strongly Very High
account from both 40 3.27 .599
Agree
buyers and sellers are
often times an issue.]
Perception [5. Honesty,
transparency and buyer-
sellers trust are the main 40 3.63 .490 Strongly Very High
problem in online buying Agree
using Facebook
Application
Table above pertains to Issues on Customer's Perception. The first
Indicator stated above is about on Deceiving images, videos and expressions
of goods and services sometimes are observed in Facebook Application. This
statement gathers “Strongly Agree” perception from the respondents with
3.35 mean value and .622 standard deviation. This mean to say most of the
respondents sometimes felt dissatisfaction on actual product ordered online.
This implies Customers; expectation versus customers’ satisfaction. The
conclusions made by Fandalian et.al., (2019) bear a resemblance with its
concern hence sometimes customer satisfaction does not jibe with their
expectations and perceptions when it comes to online selling products. The
tangibility of product is very important against customers’ expectation.

Customers somehow feel dissatisfied when they receive a product that is not
beyond their expectation.
Meanwhile, issues with regards to “Consistency of scheduling of post
is hard to maintain” reveals a “Strongly Agree” responses with 3.42 mean
value and standard deviation of .549. Meaning regular customers always
look for a regular update of posting in online products. This finding links its
concept to Felix, et.al. (2017) made conclusion that the effects of
entrepreneurial marketing on Facebook gives theoretical concepts on
strategic social-media marketing a modern spin. Regular customers online
always look for what is new, what’s the trend, the marked down prices and
the availability of branded products.
However, “Mode of payment and receivables of payment sometimes
erroneous” also was an issue. With this indicator, majority of the
respondent’s answers “Strongly Agree” with 3.23 mean value and .577
standard deviation. The erroneous sending of payment to sellers finds
difficulties in retrieving cash back. This result signifies Cenusa (2020)
statement on his article that one of the greatest challenges you face is
understanding what the most used online payment methods are. Knowing
which online payment is best for that market is paramount, as shoppers are
70% more likely to finalize a purchase if their preferred payment method is
displayed as an option. Thus, this simply means that problem occurs when
mode of payment becomes complicated.
Consequently, both issues stated above on “Dummy account from
both buyers and sellers are often times an issue.” And “Honesty,
transparency and buyer-sellers trust are the main problem in online buying
using Facebook Application” gathers both “Strongly Agree” responses with
mean values of 3.27 and 3. 63 respectively and mean standard deviation

of .599 and .490 respectively. Both issues require online sellers’ credibility.
This connects to the idea of Vissers (2020), wherein he cited that a good e-
commerce entrepreneur provides a “Good-Friendly Website” and a “Good
Customer’s Support”. As the business grows in complexity, sellers’ need to
meet a broader range of customer inquiries. Likewise, a responsive design is
what makes your site look as clear, organized, and readable as it can be, no
matter what size screen is viewing it, can build trust to the customer.
Descriptive Statistics on Effective of Online

Selling

Deviation
Effectiveness of online
selling [1. Actual
Strongly Very High
presentation of product
40 3.35 .662 Agree
via live streaming is
more reliable approach
to a costumer]
selling [2. Live social
Strongly Very High
broadcast enables
40 3.53 .599 Agree
audiences to interact
with each other using
comments]
selling [3. Hosting a live
selling is simple and
Agree
easy]
selling [4. It allows
Strongly Very High
sellers-buyers to 40 3.25 .670
Agree
interact and connect
directly]
selling [5. There's a
chance to broadcast a
Agree
product worldwide]
Table above shows the Effectiveness of online selling. First indicators
that tells “Actual presentation of product via live streaming is more reliable
approach to a costumer” gathered “Strongly Agree” answers with mean value
of 3.35 and standard deviation of .662. While, indicators which says that
“Live social broadcast enables audiences to interact with each other using
comments” earned “Strongly Agree” perception from respondents with 3.53
mean value and .599 standard deviation.
Moreover, indicator on online selling effectiveness which says “Hosting
a live selling is simple and easy” created “Strong Agree” notion from
respondents with 3.63 mean value and standard deviation of .540. However,
when it comes to statement that Facebook Application “allows sellers-buyers
to interact and connect directly” majority of the respondents reacted
“Strongly Agree” answers with mean value of 3.25 and .670 standard
deviation. While in indicators which says “There's a chance to broadcast a
product worldwide” gathered “Strongly Agree” responses with 3.60 mean
value and .496 standard deviation.
In an over all perspective based on the effectiveness of online selling, it
can be implied that online selling is no longer new to everyone. In fact, this
could be now the trending manner of purchasing goods to keep safe, fast
track buying, effortless and time saving formula. Same with the statement of
Mercer (2021), Facebook offers a dedicated business interface, replete with
corporate profile pages and an advertising system that allows marketers to
target adverts based on the quantity of information users provide on the site.
This interface not only generates cash for the company, but it also provides
a once-in-a-lifetime chance for small enterprises with limited advertising
budgets that need to target certain groups. Likewise, this avenue of

entrepreneur market provided a response from social changes in the social
market. It is a concept, process, and application for understanding that
people are, what they desire, and then organizing the creation,
communication, and delivery of products and services to meet their desires
as well as the needs of society, and solve serious social problems like we
have for today-the pandemic.
CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION AND RECCOMENDATION
Summary of findings
The findings of the study were summarized and concluded as follows:
1. Based from the gathered data, findings reveal that majority of the
respondents belongs to age bracket of 26- 28 years old and the youngest
online seller belongs to age of 26 years old and the oldest is around 45years
of age. It can be concluded that most of the respondents are female and
single.
2. Findings reveals that indicators that use to measure Facebook Application
as for marketing strategy in terms of products such as saying that
“Facebook App is an opportunity for the entrepreneurs to promote and sell
their products”, using “Face book app Market scope it is of great advantage”,
:buyers have the chance to brows and choose products but based from their
own preferences using Facebook”, “buying and selling in Facebook App
transact faster”, and “great income opportunity compared to physical stores”
gathered “Strongly Agreed” from the total number of respondents.
3. However, in indicators that use to measure Facebook Application for
Marketing Strategy in terms of Price, such as justified set of prices,
affordable services or products, sufficient profit in online selling, additional

hidden charges to get a higher profit, and setting of prices by sellers is
sufficient to stay in online selling as marketing strategy, majority of the
indicators stated got “Strongly Agreed” answers from the respondents.
4. Moreover, Facebook Application for Marketing Strategy in terms of Place
gathered almost all “Strongly Agreed” answers from the point of view of
respondents on the statements that “Facebook App can create advantages in
saving for physical store rentals”, “Products reach anywhere thus it can
result to a higher profit because of a wider market scope”, “Purchasing goods
and services using Facebook Application can save time and effort”,
“Facebook Application has a wider market scope compared to the traditional
physical store which is very limited in space area” and “ No maintenance for
repair, bills for water and electricity can be in selling using Facebook
Application” respectively.
5. Consequently, indicators that use to measure Facebook Application for
Marketing Strategy in terms of People got all “Strongly Agreed” answers
from the perspective of online sellers’ respondents. The statements strongly
agreed by the respondents are the following: The more Facebook friends a
seller has, the bigger of chances in getting of more customers causing an
increase in sales, Using Facebook App as an online selling platform buyer
can easily send out regular updates about their products wherein customers
can directly react to, and share with their friends, In buying goods and
services in online market, customers can directly and easily express their
feedback to the seller/s, and Online buyer's loves customize page of the
sellers in order for them to know more about the sellers, knowing about
sellers business personality and character, respectively.
6. However, on indicators on the issues on Customer's Feedback in
Facebook Marketing App revealed only “Agreed” responses from two

statement indicators such as the statements of “Sometimes gathering
customer's feedback is a waste of time” and “Customer's feedback can be
harsh, vocal and offend sellers”. While other statements such as “Reading
positive and negative feedbacks from online buyers makes them feel
confused and hesitate to purchase” , “Monitoring customer's feedback
requires time to review and burden to online sellers” and “ Sellers don't have
enough time to entertain Customer’s feedback and does not affect online
seller's profits for business” respectively got “Strongly Agreed” answers
from majority of the respondents.
7. Lastly, indicators on Issues on Targeted Customers revealed only
“Agreed” answers from the respondents on statements that “ Online sellers
have no plan or strategic place”, “Sellers don't consider much on buyer's
preferences”, and “Some sellers don't have the ability to adapt to new trends”
however, statements such as “There is too much competition in the online
market: and “Sometimes buyers are seemed interested but they are not
ready to buy which in turn they become scammer” created a “Strongly
Agreed” point of view from total number of respondents.
Conclusions
1. In online selling matured age is required for a good marketing strategy.
This means to say that a business-oriented individual requires an
entrepreneurial skill in handling business. Also, women are more online
business enthusiasts compared to men.
2. Selling of goods or products using Facebook Application has great
advantage compared to traditional or actual stores. Buyers have great
chance of browsing and has option to choose different products and
transactions in buying of goods or products online works faster.

3. Setting good price also set higher profit and sustainability in online
marketing.
4. Place in online selling is anywhere, it created a wider market scope. This
is also good in saving hence online sellers does not requires to set physical
stores which requires monthly for rentals and other utility bills.
5. People or customer is very important in any platform of selling. In online
selling using Facebook Application requires more FB friends so that more
customers will patronize. Customers’ feedback or perception is also very
important in online selling, sellers must entertain feedbacks from their
clients in order to meet customers’ satisfaction and expectations, with that
business sustainability is also higher.
6. Lastly, in as much as we think that online selling is at best in business
marketing, online sellers also faced challenges “bogus” buyers, scammers,
customers’ preferences and online sellers’ competition are the difficulties
encountered by them.
Recommendations
1. In any business platform, still the 4P’s in Marketing strategy is very
powerful- Product, price, place and people. Thus, entrepreneurs must take
into consideration all these aspect for attaining success in business world.
2. To stay longer in an online business, sellers must listen to customers
demand. Entertaining to their suggestions and preferences about the
products is a good marketing strategy. Most of the successful business
provided avenue for customers’ feedback.
3. Using Facebook App, products recommendation will add more online
income. Sellers must not limit the good or products he/she is selling.
Variation of products tend to attracts more buyers than the single selling of
product.
4. In using Facebook App, trust is the most important business and brand
asset that online sellers must depicted. Building good relationships with
clients or customers stays longer compared to nothing.
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APPENDICES
Appendix A
Informed Consent Form
To whom it may concern:
Greetings!
We, (SGD) Jonalyn Casas ,(SGD) Sunith Tangcuran, (SGD) Chariemae

Dajao, (SGD) Marvec Sevilla, (SGD) Marvel Saraus (SGD) Emmañuel
Mañaba, (SGD) Kim Asilo, (SGD) Johnrose Dalugdug, (SGD) Maryjane
Barros In partial fulfilment of the requirement for Business Research, the undersigned are
conducting a research project on “Facebook application: A tool for an Entrepreneurs’ Marketing
Strategy in Small Businesses in the Municipality of Malitbog Bukidnon in time of COVID - 19
Pandemic year 2020.”.
In view of the above rationale, you are chosen to take part in the study considering that your co-
respondents directly represent the qualities that will best address the study. There is no risk to you
in participating in this project.
The data generated by this study will be kept confidential. Respondents will not be named in any
manner of publication and identities are strictly private that may be derived from this study.
Thank you very much!

With my signature affixed in this consent form, I hereby affirm that I have read and
understood the instructions and was given the chance to seek further information. I am
fully aware and I have understood very well that this is purely voluntary and that I am not
obligated to participate and may decline for no reason and cost. I freely give my consent to
participate in this study.
Signature:____________________________Date:____________________________
Appendix B
SURVEY QUESTIONNAIRE
Facebook application: A tool for an Entrepreneurs’ Marketing Strategy in
Small Businesses in the Municipality of Malitbog Bukidnon in time of
COVID - 19 Pandemic in the year 2020.
Part 1 Demographic Profile of the Respondents

Please answer the questions on the questionnaire as best you can. It would take
approximately 15 minutes to complete.
Your responses will remain confidential and anonymous. Data from this research
will be reported as a collective data. No one other than the researchers will know your
individual answers to this questionnaire. Thank you for your assistance in this important
endeavor.
Name (optional): ___________________Age: _______Sex: __

Address(optional): __________________Civil Status: ______
Part. II. The following are the indicators that use to measure Facebook
Application as for marketing strategy. Please check on the space provided for
your answer.
Legend:
4- Strongly Agree
3- Agree
2- Disagree
1- Strongly Disagree
Facebook Application for Marketing 4 3 2 1

Strategy in terms of Products
1. Facebook application is an
opportunity for the entrepreneurs to
promote and sell their products.
2. In terms of Market scope, it is of
great advantage for online seller
using Facebook application
compared on selling products from
physical store.
3. In Facebook Application, buyers
have the chance to brows and choose
products but based from their own
preferences.
4. Facebook Application transacts
business faster than the usual form
of buying and selling.
5. There is a great income opportunity
to online selling compared to selling
in physical stores.
Facebook Application for Marketing
Strategy in terms of Price 4 3 2 1
1. In Facebook Application, sellers
create more value on the products to
justify their set prices.
2. Using Facebook Application sellers
can easily identify buyers who can
afford their services or products.
3. Prices of goods and services in an
online selling can create sufficient
profit.
4. In online selling using Facebook
Application, sellers can add hidden
charges to get a higher profit.
5. Setting of prices by sellers is
sufficient to stay in online selling.
Marketing Strategy in terms of
Place
1. Facebook. Application in selling can
create advantages in saving for
physical store rentals.
2. Selling using Facebook Application
can reach anywhere thus it can
result to a higher profit because of a
wider market scope.
3. Purchasing goods and services
using Facebook Application can save
time and effort.
4. Facebook Application has a wider
market scope compared to the
traditional physical store which is
very limited in space area.
5. No maintenance for repair, bills for
water and electricity can be in selling
using Facebook Application.
Facebook Application for 4 3 2 1
Marketing Strategy in terms of
People(customers)
1. The more Facebook friends a seller
has, the bigger of chances in getting
of more customers causing an
increase in sales.
2. Using Facebook App as an online
selling platform buyer can easily
send out regular updates about their
products wherein customers can
directly react to, and share with their
friends. It allows spreading your
reach, increasing your traffic and
building your customers base.
3. In buying goods and services in
online market, customers can
directly and easily express their
feedback to the seller/s.
4. Opinion and expectations of
customers is very important for
online sellers for them to abreast
their needs.
5. Online buyer’s loves customize page of
the sellers in order for them to know
more about the sellers, knowing about
sellers’ business personality and
character (building trust).
Issues on Customers’ Feedback in Facebook
Marketing App
1. Sometimes gathering customers’
feedback is a waste of time.
2. Customer’s feedback can be harsh,
vocal and offend sellers.
3. Reading positive and negative
feedbacks from online buyers makes
them feel confused and hesitate to
purchase.
4. Monitoring customer’s feedback
requires time to review and burden to
online sellers.
5. Sellers don’t have enough time to
entertain Customers feedback and does
not affect online sellers’ profits for
business.
Issues on Targeted Customers
1. Online sellers have no plan or strategic
place.
2. Sellers don’t consider much on buyers
‘preferences.
3. Some sellers don’t the ability to adapt
to new trends.
4. There is too much competition in the
online market.
5. Sometimes buyers are seemed
interested but they are not ready to buy
which in turn they become scammer.
Issues on Customers’ Perception
1. Honesty, transparency and buyer-sellers
trust are the main problem in online
buying using Facebook Application.
2. Deceiving images, videos and
expressions of goods and services
sometimes are observed in Facebook
Application.
3. Consistency of scheduling of post is
hard to maintain.
4. Mode of payment sometimes and
receivables of payment sometimes
erroneous.
5. Dummy account from both buyers and
sellers are often times an issue.
Live Selling as an Action Plan
1. actual presentation of product via
live streaming is more reliable
approach to a costumer
2. live social broadcast enable
audiences to interact with each other
using comments
3. hosting a live selling is simple and
easy
4. it allows sellers-buyers to interact
and connect directly
5. A chance broadcast a product
worldwide

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BUKIDNON STATE UNIVERSITY

Facebook application: A tool for an Entrepreneurs’ Marketing Strategy

In Partial Fulfilment of the Requirement for the

Bachelor of Science in Business Administration, major in Financial

This paper entitled “Facebook application: A tool for an Entrepreneurs’

Marketing Strategy in Small Businesses in the Municipality of Malitbog

Bukidnon in time of COVID - 19 Pandemic in the year 2020’’ prepared

and submitted by in partial fulfillment of the requirements for the subject,

BUSINESS RESEARCH 1A has been examined and recommended for oral

Approved by the Panel of Examiners in partial fulfillment of the

requirements for the subject _________________with a grade of _________.

Accepted and approved in partial fulfillment of the requirements for the

subject BA81-BUSINESS RESEARCH 1A.

Campus- In- Charge

TABLE OF CONTENTS iii

Statement of the Problem 13

Significance of the Study 15

Scope and Limitation of

2 REVIEW OF RELATED LITERATURE

Respondents of the Study 35

Data Gathering Procedure 38

4 PRESENTATIONS, ANALYSIS AND INTERPRETATION

5 SUMMARY, FINDINGS, CONCLUSION AND RECOMMENDATION

APPENDIX A: Informed Consent Form 47

APPENDIX B: Survey Questionnaire 49

APPENDIX C: Plagscan Result

APPENDIX D: Curriculum Vitae

Businesses contribute to the development of a culture of enterprise

and support our efforts to improve economic and community well-being.

my head?” “Where do I start?” Successful entrepreneurs know what

implement financial goals. The strategies involved in running a business

should be outlined in a practical business plan, which is the roadmap

needed to maintain a successful business (small businesspro, 2019).

thing to take note of during this pandemic is that it revealed one’s

capabilities, skills and talents when it comes to launching a business online.

engagement has been at an all-time high. Since it is the pandemic, the

seller scenario was no longer practiced in coping up pandemic set-up due

locked down implementation. From usual face to face interaction between

buyers to sellers is more practiced during pandemic situation. COVID-19

confinement measures implemented in many different countries.

According to Organization for Economic Co-Operation and

non-store retailers (mostly e-commerce providers),1 by 16% and 14.8%

sales diminished by 17.9% (oecd.org, 2020). Here in Philippines, Sicat (2020)

put the economy to a halt.

(Senate Bill No. 1591) according to the DTI secretary.

serving customers to preparing your accounts. This is often a har-hitting

your finances is critical. It is needed to be able to forecast cash flow and

investment. Providing good customer service and having a marketing

strategy in place will help you to generate sales.

Social media sites like Facebook, Twitter, Pinterest, and Instagram

demonstrates Facebook's and other social media platforms' value to

businesses looking to promote their brand, products, and services.

In this study the researcher’s wants to figure out the importance of

business management skills on Online Selling using only Facebook

Application of Small Businesses in the Municipality of Malitbog Bukidnon in

time of covid-19 pandemic of year 2020, thereby fostering Entrepreneurs’

providing substantial recommendation after the result is being calculated.

Social network theory views the community of individuals as

connected actors and studies their structure, development, and evolution

using mathematical models (Tiwari, 2020). Individual actors in a community

are referred to as nodes; the communications between those actors are

referred to as ties, edges, links, or connections. Social networks can be

formed on various scales, ranging from individuals to families, communities,

requirements for the subject _________with a grade of _.