[

THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION STUDENT IN
KOLEHIYO IN SUBIC

A Thesis Proposal
Presented to the Faculty of
Kolehiyo ng Subic
Zambales, Philippines

In Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Science in Business Administration

By:

MARIE ANN BALAYE CAPAROS

ANGELICA LUNA
2022
THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

Chapter I

THE PROBLEM AND ITS SETTING

Introduction

Communication between individual and organization have change dramatically ,since the
emergence of the Internet in the late 20th century, within the Web 2.0 , there is the creation of
platforms that connect people together (social networks), the ability to produce and then share
content with others (social media) so audiences and content generators all over the world became
connected at all hours of the day through the World Wide Web, which is collection of hypertext
sites that is available for users to connect to its host network called the Internet. The possibilities
of the Web exceed such “traditional” channels as, pagers, newspapers, televisions, radios and
telephones. This form of technology allowed the creation of new communities and instantaneous,
or high-speed, communication. It was used by users for several things like personal hobbies,
research, entrepreneurial endeavors, business operations, news delivery, entertainment and more.

This phenomenon has only developed within the last decade, thus social media research
has largely focused on (1) defining what it is through the explanation of new terminology and
concepts that makeup its foundations, and (2) exploring the impact of a company’s integration of
social media on consumer behavior. This paper begins with an explanation of terminology that
defines social media marketing, followed by a discussion of the four main themes found within
current research studies: Virtual Brand Communities, Consumers Attitudes and Motives, User
Generated Content, and Viral Advertising.

Although social media marketing is a well-researched topic, it has only been studied
through experimental and theoretical research; studies never precisely describe the benefits
retailers gain from this marketing tactic. In reviewing the rich plethora of multi-disciplinary
literature, it is has become clear that studies are focusing on describing what social media
marketing is as well as examining what factors affect consumer behavior relative to social
networking. Despite the initial progress made by researchers, development in this area of study
has been limited. Research needs to expand by providing a deeper understanding of the longterm
promotional gains retailers obtain from social media marketing. More formalized studies are also

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THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

needed to progress beyond theorized or predicted outcomes in order to gain knowledge of real
life applications.

There are millions of individuals on the internet who want to meet other users to gather
information and share experiences or information. These millions of individuals are using social
media channels like Facebook, Twitter, Snapchat and Instagram. Because a lot of user
information becomes available via social media, companies use social media as a marketing tool
(Constantinides, 2019). This has changed the way companies communicate with their customers
and share information about their products (Parsons & Lepkowska-White, 2018). Consumers
also use social media to communicate with retailers, with the result that consumer engagement is
increasing (Araujo, Neijens, & Vliegenhart, 2017).

In the past online marketing took the form of spamming (sending unwarranted messages
out to mass audiences) as well as unsophisticated attempts at online advertising (Smith, 2019).
As time-shifted there were myriad ways in which communication professionals can, and are,
connecting with their key audiences. The challenge is in creating the ideal social media and
online atmosphere in which these audiences will be responsive and build the kinds of
relationships that will lead to the achievement of communication or business objectives (Tuten,
2018). However, because billions of users access the internet every day, businesses must be
careful and aware that on the internet, a little information – or a lot of information - can go a very
long way and spread all over the web pages and still have little or no effect .

Prior to the broad scale introduction and availability of the internet to the public,
traditional forms of marketing (public relations, advertising, branding and messaging) were
channeled through slower mediums, the explosion of media channels (The internet), however,
has allowed both individuals and organizations to post content, and react to each other‟s content,
creating a matrix of multi-directional communication rather than the one-way messages
consumers received in the past (Helft, 2019). In this way, the internet provides an intricate web
of audiences to filter through before delivering effective messaging and placing control in
customers' hands or, more accurately, in their mice (Laudin, 2018).

We can argue that the acceleration of mainstream Web 2.0 platforms start at either 2005
with the creation of YouTube or in 2006 as Laudon & Traver (2017) has shown when Google

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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

purchased YouTube, but either indicates that the information about social media marketing in
Web 2.0 is fairly recent and constantly being updated. Additionally, because the internet is such
a huge space, it opens the opportunity for large experts within the corporate world, literature and
blogs. . Given that some of these experts are more authoritative than others, some of their views
and theories make up a foundation for the effective social marketplace.

The research of Universal McCann (2018) was used for its social media results. It is the
third of the media giant‟s global internet surveys. It received feedback from participants' ages
16-54 in 54countries, 37,600 internet users were surveyed with many new markets joining,
including the Middle East .In this case, “active” was defined as using the internet at least once
per day. Consumers are using social media as an important source prior to a purchase decision
because they trust other members and their experiences. For instance, we can notice the
importance of tourism social media as information tool because the tourism product is intangible
and as such cannot be tried out before a purchase (Charlesworth, 2019). In many cases,
companies see this as the opportunity to deliver messages about a service or product when and
where consumers are planning to make a purchase, such as on shopping websites.

Facebook in itself has created a demand for social media marketing. Facebook is one of
the largest and fastest growing social network sites, which has developed into a global network.
Their goal is to become the operating system of the Internet and to make the world more open
and transparent by giving everyone the right to share and connect (Laudon & Traver, 2018).The
amount of web users and social networks such as Facebook is reciprocally beneficial for
marketers and consumers. Maria Popova of Brandweek (2017) discusses how the nature of
Facebook contributes to the new way consumers view marketing. Popova argues that the site is a
tool in our age of “opinionation”: “I like this, not that, need this, dump that, want this. Now” The
trend has begun to strip marketing to the bare essentials to reveal the all-important “What‟s in it
for me?” For marketers, these trends will demand more than just detailing the benefits of a
product. Businesses will also have to focus on “interactive benefits” – in Popova‟s words, “if I
choose to engage with your message, what‟s in it for me?” (Obermire , 2017).

Constantinides and Stagno (2017) investigated the engagement of social media

applications in the marketing strategy of a university. They found that although young people
increasingly use SNSs, they ranked social media last in the list of the channels to inform their
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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

decision about their future university studies. The research by Nyangua and Bado (2019) also
identified that higher education institutions were using social media for recruitment and
admissions purposes. However, their findings were unclear as to whether the content on
university social media pages influenced the prospective students’ decision to attend a particular
university. These studies suggest that although SNSs are a dynamic marketing tool it is not fully
understood or exploited by university marketing departments. It is therefore of a major
importance to investigate whether social media applications are accepted by students and
prospective students. The adoption of high technology products has become an important area of
research during the past two decades.

Synthesis of the Study

Internet users who participate in social media are able to contact any other user at any
time of day if the network is large enough. As a result, users become comfortable with those
people in the community of their choosing and often substitute traditional forms of
communication with communication via an online medium. From social network giant Facebook
to micro blogging site such as Twitter, social media allow users to create strong relationships in
entirely new ways. The question is how marketer or organization creates relationships with these
users that are keys to the social media marketing strategy.

A number of social networks are available but the largest one is Facebook, and it will be
the focus of this research. Facebook provides several uses to fulfill the needs of its consumer
users, and functions much like an online social media portal. Millions use Facebook services and
applications, so organizations of all types create corporate accounts and create profiles to reach
users. Even though Facebook began as a network for a limited number of Philippine university
students, it is now accessible to users of any age, and most of its registered users are located
throughout the country.

Theoretical Framework

This study is anchored to theory of ‘Technology Acceptance Model (TAM)’ of

Wolfswinkel, Furtmueller & Wilderom (2016). Many studies have used the Technology

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THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

Acceptance Model (TAM) as theoretical framework to understand the acceptance of technology..

Hence, before investigating SNSs as a marketing tool to determine its value, it is important to
determine whether it is accepted by students, otherwise its usage would be ephemeral.

This study therefore examines a variation of the TAM for SNSs Facebook to establish
the theoretical background of Facebook usage as a marketing tool for universities. It then
investigates how undergraduate students use university Facebook groups to find information
about their departments and how they could be used to inform prospective students on the
opportunities offered. It aims to identify common patterns of usage with Facebook groups and to
offer advice on the marketing strategy higher education institutions could use them more
effectively targeting prospective students.

The three emerging aims are: 1) to investigate the demographic and behavioral
characteristics of those students who engage with university Facebook groups; 2) to determine
the factors that can intensify engagement with a university’s Facebook group; and 3) to
determine how Facebook can be used as a marketing tool to improve marketing campaigns. To
achieve these objectives the study examines two universities: The University of Novisad of the
Republic of Serbia and the Technological Educational Institute (TEI) of Western Macedonia,
Greece.

Two samples of almost 150 students will participate in this survey. The following section
reviews the importance of SNSs usage in Business administration and marketing. The
methodology is will then present to outline how this research will be conducted. Following this,
the results will be analyzed and discuss to understand the factors that can intensify Facebook
marketing strategy.

Conceptual Framework

Facebook (FB) is used by people wanting to expand their network of friends by finding
old friends or making new friends with similar interests quickly and effectively. It can also be
used to find information on specific topics and interests. “Perceived Usefulness” is therefore
defined within this framework. Similarly, “Perceived ease of use” can be defined as the degree to
which a person using a SNS such as Facebook needs minimum effort. Finally, perceived
enjoyment is also used as an influential factor to the “intention to use Facebook”. When the
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THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

usage of a technological instrument creates positive emotions it increases the intention to use it.
The more the intention to use a SNS is increased the greater the probability of actual use of the
SNS. Nevertheless, actual use has been proved in the literature to be dependent on variables such
as social influence and “intrinsic variables” of the people such as social identification
(Assimakopoulos et al. 2013). The conceptual model is depicted in Figure 1:

Figure 1. Research Paradigm

Statement of the Problem

This study aims to determine the use of Facebook and its influence to marketing strategy
in Bachelor of Science in Business Administration students of Kolehiyo ng Subic. Specifically, it
sought to answer to the following questions:

1. What is the profile of the respondents in terms of:

1.1 Name (optional)

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THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

1.2 Age;

1.3 Sex;

1.4 Course Year level

2. Is there any significant relationship between Facebook influences in the marketing strategy of
Bachelor of Science in Business Administration student?

3. What is the influence of Facebook on marketing strategy in Bachelor of Science in Business

Administration student?

4. Is the Facebook considered as an effective marketing tool to the students of business

administration?

Research Gap

This study will test which types of Facebook advertisements and other Facebook
applications in the mobile phone and influence students decision-making in marketing strategy.
This will allow students from business administration to observe whether their marketing
strategy on Facebook actually affect audience’s behavior.

Objective of the Study

To find out if there is influence of Facebook on marketing strategy in Bachelor of

Science in Business Administration students.

Hypothesis

Null Hypothesis: There is a significant relationship between Facebook and its influence in the
Marketing strategy of Bachelor of Science in Business Administration students.

Independent variable: organization presence in Facebook.

Dependent variable: marketing effectiveness and influence.

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THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

Scope and Delimitation

The researchers limited the study to 150 male and female respondents that were randomly
selected students of Bachelor of Science in Business Administration, currently studying at
Kolehiyo Ng Subic academic year 2022-2023. Each respondent was given questionnaires to
answer. The students selected came from Bachelor of Science in Business Administration only.

Significance of the Study

The study aims to determine the use of Facebook and its influence to marketing strategy
in Bachelor of Science in Business Administration students of Kolehiyo ng Subic.

The research aims to help the following groups of people;

Business Owners. The research study has potential benefit for businesses because start-up
owners might explore strategies that helped the pandemic survival of small businesses.

Business Leaders. It might find value in findings of the study by gaining insight into the
strategies of business owners use to survive in business through social media marketing.

Future Researchers. This study will be used as reference for the future researchers who would
plan to make any related study precisely the standard underlying to the Bachelor of Science in
Business Administration.

Definition of Terms

Company Profile

A Facebook profile allows all users to display their personal or professional

information. A typical profile consists of a picture; the user‟s name; a “wall”;
posted items or notes; videos; photographs; chosen applications and the option to
display contact information, profession information, educational and personal
interests or views. This is the space where a user represents him/herself, posts new
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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

content and connects with others. When one user is connected to another by
request, he/she is a Facebook friend of the other and each has customizable privacy
options that will allow how much of his/her profile is visible to different groups of
people.

Company Page

To engage with target customers, Individual Facebook Pages are usually

used by groups, organizations, or individual entities such as products, locations or
sports teams.

Consumer Attitudes/Motives

A feeling of favorableness or unfavorableness that an individual has towards

an object.

Discussion boards

This feature can be enabled on many types of websites, allowing users to

post questions, ideas, or comments in order to get responses and prompting a
discussion. This is a useful application to create an interactive environment and to
get feedback on a topic.

Social Media

A term that describes a new way in which end users use the World Wide
Web, a place where content is continuously altered by all operators in a sharing
and collaborative way.

Social Media Marketing

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THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

The use of social media platforms and websites to promote a product or

service that targets social platforms like Facebook, Instagram, Twitter, Tiktok and
many more.

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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

CHAPTER 2

METHODOLOGY

Research Design

This study uses a combination of an in-depth desk research and analysis of the Facebook
sites and the outcomes of a conducted quantitative survey with 350 participants in Kolehiyo ng
Subic to gain their opinions on organization presence on Facebook’s influence to marketing
strategy on business administration students.

Setting and Participants

The study will be conducted in the Kolehiyo ng Subic and the target group of this
research will be 325 business administration students that will be randomly selected, who are
active on Facebook. The research sample was drawn from all students who do the same
education as the author namely Business Administration (N=325).

The aim of the survey was to obtain the largest possible number of respondents. Because
a large sample size will increase the reliability of the research (Creswell & Plano Clark, 2011).
To calculate the sample size, the Slovin’s (1967) formula was used. The Slovin’s (1967) formula
is a simplified formula for calculating the sample size. The formula is:

n = N / (1 + Ne2)

N- 1739

e- Margin of error (0.05)

Confidence level (95%) - Standard

n = 1739 / + 1 (1739*0.05^2)

= 1739 / 5.3475

= 325 respondents

Note: n is the sample size, N is the total population, and e is the desired level of precision
(confidence level).

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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

Instrumentation

Construction and Development. A self-administrated online questionnaire developed

with Qualtrics and was distributed this survey is based on a descriptive approach, as the primary
objective is to test the above-mentioned research questions. The survey was structured in three
parts. Firstly, by asking general questions like the average number of hours of use of Facebook,
on what kind of device the respondent is active on Facebook and whether the respondent has
ever made an impulsive purchase after seeing an advertisement on Facebook. Demographic
questions like gender and age were also asked. These questions were used as control variables in
the analysis. The general questions were followed by questions to test the four hypotheses. These
questions were about the Facebook marketing activities; advertisements,
recommendations/sharing, likes and reviews.

Validation and Reliability. In this study, reliability test will be carried out to determine
whether the developed factors measure consistently the factors intended to be measured.

To test reliability, the study conducted the internal consistency technique. Internal
consistency refers to the interrelatedness of a set of items. Reliability of the study instrument was
determined from scores obtained from a single test administered by the researcher to a sample of
respondents during pilot testing. A score got from one item was correlated with scores got from
other items in the instrument. Cronbach‘s Coefficient Alpha will be then computed to determine
how items correlate among themselves.

Ethical Considerations

Researchers will also consider the ethical aspect of all informants who will be involved in
the conduct of the study. Safety and security, consent and approval, and integrity and
confidentiality are the most common considerations in making this research. With this, the
researcher ensures that the identities of the informants will be protected by not disclosing them to
other persons. Prior to conducting the interview, the informants' consent and approval will be
examined. The researcher will also explain the method and objective of the interview to the
informants, as well as ensure that the interviews are completed freely by the informants.

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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

Trustworthiness of Research. When conducting qualitative research, four factors must be

considered: the study's credibility, dependability, transferability, and confirmability (Shenton,
2004).

Credibility. As researchers, we will ensure that our study is trustworthy through the
preparation and use of an interview guide, data collection, and data verification. The instrument
to be used in data collecting will be validated and approved by the Research adviser of School of
Business administration, and we will personally interview the informants to confirm the study's
credibility. The interviews will be properly documented with the use of an audio recorder, and
the informants will evaluate and acknowledge the transcribed interviews. As a result, the
researchers are convinced that this study will adhere to the credibility principle.

Dependability. Furthermore, researchers feel that this study is reliable since they will
follow the established standard methodology in performing this study, which includes the
proposal hearing, data collecting, data analysis, and even consideration of recommendations
from the Research adviser of School of business administration. The data will be thoroughly
evaluated, and the study's findings will be accurately identified.

Transferability. It is also transferrable in the sense that the study will be based on the
informants' genuine experiences, and researchers will offer some potential study themes for
future researchers to investigate further. This study describes the quantity and type of informants
who will be questioned individually, as well as a focused group discussion. During the
interviews, enough important data will be retrieved to determine their responses to the study's
purpose.

Confirmability. Finally, because the data and findings of this study will be disseminated
and considered by the informants, as well as recommended to the School of business
administration, this study will adhere to the concept of confirmability.

Data Gathering Procedures

The study was conducted in the Kolehiyo ng Subic and the target groups of this research
will be 325 students taking up Bachelor of Business Administration who are active on Facebook.

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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

So, students who have a Facebook account. The data will be collected with a self-administrated
questionnaire developed with Qualtrics and will be distributed. The research sample will be
drawn from all students who do the same education as the author namely Business
Administration (N=325). The aim of the survey will be obtain the largest possible number of
respondents. Because a large sample size will increase the reliability of the research (Creswell &
Plano Clark, 2011). To calculate the sample size, the Slovin’s (1967) formula will be used. The
Slovin’s (1967) formula is a simplified formula for calculating the sample size

Data Analysis Technique

Data analysis will be done using quantitative and inferential statistics. Stated hypotheses
were tested using ordinary least square regression model and product moment correlation
coefficient at 0.01 level of significance. Statistical data will be analyzed using inferential
statistics. Pearson’s correlation will be used to test the hypothesis and will fall between +1 value
which implies that the variables have a positive correlation and the variables move in the same
direction, while a negative correlation between the variables is indicated by a value of -1, and if
0 value then there is no correlation between the variables (Kenton, 2020).

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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

Republic of the Philippines

Kolehiyo ng Subic

Name (Optional):

Dear Respondent,

In relation to the research studies on “THE USE OF FACEBOOK AND ITS

INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENTS IN KOLEHIYO NG SUBIC”. We,
researchers, would ask your honest opinion regarding on our endeavor that will help us gathering
related data/information.
We assure that all your responses will be kept confidential and be used for ACADEMIC
PURPOSES only. Thank You and God bless us all!

PART I - Socio-demographic Profile of the Respondents

Directions: Please fill up some personal information about yourself.

Age range:
_______below 18 years old
_______18-19 years old
_______19-20 years old
_______above 20 years old

Gender: Male Female

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THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

PART II: The extent of influence of Facebook to the marketing strategy in students of
Bachelor of Administration in Kolehiyo ng Subic

Directions: Please read and answer the following items/statements. Below is the rating scale that
you may use a guide in rating.

Scale Verbal Interpretation

4 Very Effective

3 Effective

2 Less Effective

1 Not Effective

Very Less Not

Advertisements Effective
Effective Effective Effective

Facebook advertisements ensure that you

create new needs

Facebook advertisements ensure that you

get to know new brands that you are

interested in

Facebook advertisements ensure that you

are considering new products and that

you are looking for more information

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THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

about it

Facebook advertisements encourage you

to buy something new

Facebook advertisements about new

products affect me, when I can click

through to the website, so that I can find

more information

Facebook advertisements about new

products affect me, when they contain

price information

Very Less Not

Recommend and share Effective
Effective Effective Effective

Recommending or sharing pages,

products or discounts by Facebook

friends ensures that you get to know new

brands that you are interested in

Recommending or sharing pages,

products or discounts by Facebook

friends encourages you to buy something

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THE USE OF FACEBOOK AND ITS INFLUENCE TO MARKETING STRATEGY IN BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

new

Very Less Not

Likes Effective
Effective Effective Effective

The number of (friends) likes that a

company has on Facebook helps you to

make a decision about a possible

purchase

When many of my Facebook friends have

liked a page from a certain brand, I trust

the brand more

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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

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BUSINESS ADMINISTRATION STUDENT IN KOLEHIYO IN SUBIC

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