University of the East – Caloocan

105 Samson Road, Caloocan City

THE EFFECTIVENESS OF FACEBOOK AS A PLATFORM OF BUSINESS FOR

YOUNG BUSINESS OWNERS THAT AGES 17-25 IN CALOOCAN AND MANILA

A Research Study presented to

Accountancy, Business and Management Strand Faculty Members
UE Senior High, Caloocan

In Partial Fulfillment
Of the Requirements for the Subject
Research Project HRE 121

By:
Lopez, Ferdinand Andrew
Lopez, Cristina Joy
Manabat, Fraisy
Maniego, Tracy Kim
Maraviles, Maryneth
Rivas, Reena
Yu, James Maru
Zamoro, Marinel

Mrs. Bricilda Guevarra, LPT

Research Adviser
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1st Semester of S.Y 2020-2021

APPROVAL/ACCEPTANCE SHEET

In partial fulfillment of the requirements for the High School diploma of

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND SENIOR HIGH

SCHOOL. This research study entitled: The Effectiveness of Facebook as platform of business

for young business owners that ages 17-25 in Caloocan and Manila of Grade 12 ABM Students

in University of the East Caloocan has been prepared and submitted by Andrew Lopez, Cristina

Lopez, Fraisy Manabat, Tracy Maniego, Maryneth Maraviles, Reena Rivas, James Maru Yu,

Marinel Zamoro and this hereby recommended by Oral Defense.

Mrs. Bricilda Guevarra, LPT MAIE

Teacher

Accepted and approved in partial fulfillment for the High School Diploma of Accountancy,

Business and Management Strand Senior High Schol.

Mrs. Aileen B. Marquez, MBA, LPT.

ABM Academic Coordinator

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Dedication

We wholeheartedly dedicate this study firstly to our Almighty God, thank you for giving

us all the Strength that we need, Power of mind, Skills and for always giving us healthy life. All

of these, we offer to you.

A feeling of gratitude to our loving parents who supported us throughout the process of

our research and who have been our source of inspiration and strength that keeps us from

continuing this study despite of all the thoughts of giving up. Thanks for all the moral, spiritual,

emotional and financial support.

To our teachers, classmates and friends who shared their advice, suggestions and piece of

encouragement to us to finish this study

And lastly, in the hopes that this study will benefit to their chosen field, we also dedicate

this to the beloved current and aspiring entrepreneurs of this country. May this research study

help them slay in the business that they’re going to choose may it give them success.

ii
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Acknowledgement

The completion of this study could not have been possible without the participation and

assistance of so many people whose names may not be all enumerated. Their contributions are

sincerely appreciated and gratefully acknowledge. However, the group would like to truly

express our gratitude and gratefulness to all those people who have been part of this study who

made it possible for us, the researchers to finish this study with a good result and knowledge that

can benefit a lot of people may it be in the present or in the future. Our deepest appreciation and

indebtedness particularly to the following:

To Mrs. Bricilda Guevarra, our beloved professor in HRE 121, we deeply acknowledge

this gratitude to you for always been sincere in giving us encouragement in carrying this research

study. Also, thank you for giving us the chance to embark in this task as this gave us new

knowledge and experiences that can surely be beneficial to us. Thank you for you never ending

support and guidance,

To the respondents of this study who have given their time to participate in answering our

research survey questions.

To the parents and relatives of the researchers who successfully shared their any form of

support, thank you.

Above all, to our Almighty God, the author of knowledge and wisdom, for his continuous

love and guidance to each everyone of us.

We thank you.
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- ABM 12-4 Group 1 Researchers

Table of Contents

Chapter 1

Introduction……………………………………………………………………......1

Background of the Study………………………………………………………….1

Statement of the Problem………………………………………………………….2

Conceptual Framework……………………………………………………………3

Null Hypothesis……………………………………………………………………3

Scope and Delimitation……………………………………………………………3

Significance of the Study…………………………………………………………..4

Definition of Terms………………………………………………………………..5

Chapter 2

Foreign Literature..…………………………………………………..……………6

Local Literature…………………………………………………………………....8

Foreign Studies…………………………………………………………………...9

Local Studies………………………………………………………….…………12

Chapter 3

Research Locale………………………………………………………………….14
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Data and their Sources…………………………………………………………...14

Research Method………………………………………………………………...14

Population and Sample…………………………………………………………..15

Research Instrument……………………………………………………………..15

Data Gathering Procedure……………………………………………………….16

Statistical Treatment of Data…………………………………………………….16

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CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

1.1 Introduction

Social media websites has become really popular in our today’s technology driven world

not just for the individuals but also as an essential piece of marketing strategies in the field of

different businesses. It is a powerful way for businesses of all sizes to reach prospects and

customers for their business/brand. Great marketing on social media can bring a remarkable

success to any type of business, creating devoted brand advocates and even driving leads and

sales as millions of people now enjoy shopping online for the convenience it offers.

1.2 Background of the Study

The research aims to find the significant relationship between businesses and how

effective is the use of social media websites especially the Facebook as its business advertising

platform.

The powers and the popularity of social media are increasing in our today's modern

society that is technology driven and personalized communications with customers are now more

possible than ever. This growing trend has vast implications for both the entrepreneurs and

consumers that created lots of opportunities to stretch out the promoting efforts and skills of

different entrepreneurs to a larger range of consumers.

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1.3 Statement of the Problem

General Problems:

The researchers aim to determine how effective social media is specifically the Facebook

as a platform of business for young online sellers’ performance with ages 17-25 in Caloocan and

Manila. In our research, we will help the young business owners on how to make their business

more effective and well-known by using social medial specially Facebook as its business

advertising platform. This study is to be conducted during the first semester of A.Y 2020-2021.

Specifically, the researcher seeks to answer the following questions:

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

a. Age

b. Gender

c. City Address?

2. What is the most effective social media website to use as a business platform?

3. What strategies do the online sellers use in promoting their products in Facebook?

4. What is the effective way of approaching your potential customers?

5. To what extent does Facebook is useful as a business platform?

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1.4 Conceptual Framework

The use of Facebook as a business platform of young business owners with ages 17-25 in

Caloocan and Manila City in relation to its significant effect.

Independent Variable Dependent Variable

Facebook as a business platform Significant Effect
 Strategy  Income
 Communication  Sales Performance
 Relationship to Customers

Hypothesis

1.5 Null Hypothesis:

There is no significant relationship between the effectiveness of Facebook as platform of

business for ages 17-25 sellers in Caloocan and Manila

1.6 Scope and Delimitations

This study covers the effectiveness of Facebook as platform of business for young online

sellers in Caloocan and Manila. The selections of the respondents are only limited to online

sellers with an age range from 17-25 in Caloocan and Manila.

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This study is delimited only to the young online sellers in the city of Caloocan and

Manila that uses Facebook as their business advertising platform and may not be generalize to

other cities or business owners.

1.7 Significance of the Study

The findings of the study will mainly benefit to these specific people

The Entrepreneurs (Current and Aspiring)

This study will serve as a guide to the entrepreneurs may it be current or those aspiring

entrepreneurs in what kind of business opportunities are they going to engage especially with the

use of technology or various social media websites

The Current and Future Researchers

This study will be a tool ground for researches wherein it would serve as their guide and

at the same time they could apply their knowledge and perspective for the researches related to

the relationship of business and technology that they are going to conduct in the future.

The Academe

This study would serve as information for specific areas especially in the field of business

wherein learners could strengthen their ideas and develop their skills so as the university would

produce a refine individuals that could be an entrepreneur someday.

1.8 Definition of Terms

Effectiveness
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Is the capability of producing a desired result or the ability to produce desired output.

When something is deemed effective, it means it has an intended or expected outcome, or

produces a deep, vivid impression. (Wikipedia)

Enormous

Very much exceeding or bigger than the usual size, number, or degree; of great size;

huge; vast; immense. (Your Dictionary)

Facebook

It is a social networking site in which people can interact and communicate with each

other easily. It also allows every user to share photos and videos.

Feedback

Occurs when a outputs of a system are routed back as inputs as part of a chain of cause-

and-effect that forms a circuit or loop. (Wikipedia)

Marketing Tools

Are product development and promotional strategies and actions that a company uses to

develop and promote its products or services. (Your Dictionary)

Online Selling

Is the term used when an entrepreneur uses different social media platforms that allows

them to promote and sell their products.

Reputation
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Is the subjective qualitative belief a person has regarding a brand, person, company,

product, or service. (blog.reputationx)

The reputation of a social entity is an opinion about that entity, typically as a result of

social evaluation on a set of criteria, such as behavior or performance. (Wikipedia)

Sales Performance

 is the effectiveness of the sales team, both individually and as a whole, in selling

activities; the ability to achieve sales goals. (Opensymmetry.com)

Strategic Way

 is the effectiveness of the sales team, both individually and as a whole, in selling

activities; the ability to achieve sales goals. Gives you a place to record your mission, vision, and

values, as well as your long-term goals. (sba.thehartford.com)

Target Market

It is a group of customers within a business’s serviceable available market at which a

business aims its marketing efforts and resources. A target market is a subset of the total market

for a product or service. (Wikipedia)

Trends

A fad, trend, or craze is any form of collective behavior that develops within a culture, a

generation or social group in which a group of people enthusiastically follow an impulse for a

finite period. achieve short-lived popularity but fade away. (Wikipedia)

CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

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Foreign Literature

According to Sherman (2019), there are features that make Facebook unique itself.

Facebook has its targeted digital advertising platform which is very helpful and easy for the

online sellers to target the right customers for their product. Another reason is the ecommerce

integration. Facebook helps the customer to easily purchase a product from the company by just

simply clicking one button. Since the Facebook has allowed companies to interact with their

customers through Facebook messenger, online sellers can now also provide updates and

notifications through Facebook as well.

According to Stueber & Wurth (2019), there are currently more than 1 billion Facebook users,

marketers use this social media platform to engage with possible consumers. Since information and data

transfer is processed faster and smart phones, laptops or tablets replace telephones, computers or books,

consumer marketing and brand management is now being done through the use of different social media

platforms especially Facebook whereas marketers need to take these new chances of these evolving

technologies like Facebook to create engagement with the customers.

Social media platforms like Facebook have quickly become more popular as well more

utilized by private users and business organizations. Consumer marketing and brand

management on the other hand are connected with much more complexibility in this global,

quickly growing technology-world. Facebook marketing is one of these so called “hot topics”

and the interests for researchers regarding this field have never been bigger before. The purpose

of this literature review therefore is to get a wider overview about the field of “Facebook and

marketing.” After focusing on each field it will be examined how these topics are connected

together. (Stueber, H. & Wurth, S. (2017).

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According to Gregory A. (2019), That Small business owners who use social

networking sites effectively are able to promote their businesses in powerful ways. A Facebook

business page is one of the best ways to connect with your customers and build a following for

your company. While Facebook began as a way for college students and other young adults to

connect online, it has become a staple for businesses and community organizations.

According to Paqueete, H. (2013), the research has determined that retailers can increase

awareness of their brand by being creative when engaging customers on social media sites. “As

more shoppers are using social media (e.g., Twitter, Facebook, MySpace, and LinkedIn) and rely

on them for marketing shopping decisions, promotion through these media has become

important” (Shankar et al. 2011, 32). According to Curran et al. (2011), social media sites such

as Facebook are better than other advertising avenues because it stores information on all its

users thus ensuring marketing reaches a retailer’s specific target market. Social media sites are a

great stage for retailers to create an experience and retailers can use information stored on social

media sites to improve user experience with their brand.

Social media networking sites usage has spiralled to immense proportions, and “The

Social Network” in particular is breaking records year after year. In response, social media

marketing strategies are becoming more nuanced than ever, as emerging social platforms attract

marketers with new and exciting marketing possibilities but Facebook remains an absolute staple

in every digital marketing strategy, and we’ll explore 10 unbeatable arguments in its favour.

(Gadzhibalaev, 2018)

Local Literature
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According to Zoleta (2020), social media is used as a marketing strategy to reach wider

audiences even for those with small businesses allowing them to compete with bigger brands

with the use of their strong social media presence. In the Philippines, Facebook is the most used

social network s, with 96% of people aged 16 to 64 using the platform and is the primary source

of online information for consumers in the Philippines which is why social media marketing is

highly a great opportunity to start a business since it provides convenience to most consumers in

the Philippines.

According to Palma, A. (2016), When Facebook started to filter out unpaid promotional

material in user news paid in 2014, marketers were hesitant as it could only mean additional

expenses for paid advertising online. While Facebook is widely studied in its effectiveness,

relevant empirical evidence on how it works as a free marketing tool after the new rules and

policies were set has to be explored further. Using a negative binomial regression analysis,

organic reach was found to improve the traffic of the blog. Employing a graphical trend

presentation, the revenue of the blog was shown to have substantially improved. In addition,

threads linked to human emotions were found to have substantial number of post engagement.

Insights on the revenue study associated with Facebook free advertising were discussed.

Advertisers with website conversion or mobile app install objectives can use our
extended location targeting capabilities by selecting a worldwide region or trade zone. Facebook
will then deliver ads to selected regions and then optimize delivery to the countries with the
greatest return. Facebook is also introducing solutions to help businesses optimize their global
campaign strategy, including webinars on international marketing with Facebook and
a handbook on finding the right customers in new countries (Marketing, 2016).

According to Casquite (2012), the study employed descriptive and quantitative

methodology to evaluate the efficacy of Facebook as a marketing tool among 100 consumer-
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respondents selected through purposive sampling. Results also showed that as a marketing tool,

as provider of relevant consumer information, as a forum for closing sales or business deals, and

as a medium of advertisement, Facebook is moderately accepted by the respondents. Moreover,

Facebook is highly accepted on account of the business/ consumer-related benefits derived from

it. Based on the great potential of Facebook as a marketing tool for business, it was highly

recommended that organizations, particularly small businesses that have not optimized their

online profitability prospects, seriously consider polishing their strategies to enhance their

Internet presence, particularly in Facebook and other social networking sites.

Foreign Studies

Facebook is nowadays still a “hot topic” but especially with the combination of

marketing it will become even more important in the next years. Facebook is more than

dissemination or an advertisement channel. Here you can reach a lot of people if you compare

this to other advertising forms (e.g. newspapers, events, radio, and television). Another

interesting fact is that customers have the chance on social media to interact with the companies.

This literature review has shown that Facebook is a good way to spread cheaply marketing

through different levels to catch the customers. When looking at historic literature Aristotle

created already more than 2000 years ago a basis for successful and convincing marketing

strategies (Stueber & Wurth, n.d.)

Facebook users are increasingly using the site to conduct commercial activities, by

posting advertisements in groups and then buying or selling items from each other. This type of

group is called as a C2C Facebook “buy and sell” group in the current work. Drawing from latent

state–trait theory, heuristic information processing, and observational learning, we conducted an

online field experiment to empirically investigate the effect of the information quality of the
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advertisement, the trait of the impulsiveness, and the number of “likes” it receives on consumers'

urge to buy impulsively. The findings and implications of our study are discussed in the paper.

(Chen, J.V. et al., 2016)

According to Portfield, A (2010, September 7) the recent finding by the market

researcher Morpace, most of the people are using Facebook every 3 minutes. User 18 to 34 years

old they spend their time in Facebook per week (8.5 hours out of 22.4 spent online) User 55 and

older spend an average of 4.6 hours per week on Facebook. The study explored Facebook

activity by ethnicity. The Facebook users making at least $100,000 annually spent the most time

on Facebook and on the web as a whole. This is valuable information for companies selling their

products and services online. 71% of Facebook users are usually looking for advertising page

53% of users are usually visiting page for updates in their news feed wall.

According to Sarkar & Ghosal (2018), small business owners are motivated to use social

media applications such as Facebook because it can provide great marketing and business

opportunities and different Facebook pages help in great ways to build relationship with the

targeted clients and customers in a more casual way and can prioritize them. And this strategy

can target possible consumers in a less expensive way because surfing social media has become

part of our daily routines which can make consumers familiar with different brands.

Social media offers a myriad of opportunities for entrepreneurial marketing strategies that

leverage the power of communities, especially when they are combined with traditional

approaches such as celebrity endorsement. The reach, frequency, and speed of communication

on social media offer the ideal leverage for the drivers of entrepreneurial marketing. This study is

the first to investigate the long-term effects of entrepreneurial marketing on social media. We
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present the contributions and implications of our findings as they affect research and practice.

(Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. 2018, September 30)

According to Maurer, C., Wiegmann, R. (2011). Social network sites like Facebook,

MySpace and StudiVZ have recently gained enormous popularity for marketing

communications. Facebook especially, describes itself as the perfect marketing tool because its

developers have created an advertising system which allows businesses to use the information of

each Facebook user for targeted advertising. Despite the current boom of Facebook for

marketing, this study reveals that users’ purchase decisions are not influenced by advertisements

and users do not actively use Facebook as an information source. However, Facebook provides

the ideal platform for direct communication between organizations and customers. Marketing on

social network sites has to follow new rules and principles and each organization has to clearly

determine if social media marketing is appropriate for them or not.

According to Cox (2012), using social media to engage consumers especially to small

business owners can be a way to networking and creating relationships with other businesses,

increases brand exposure; focusing more on relationships than sales, increases sales; interesting

content promotes interaction and one main barrier to entry is a learning how to use different

social media platforms.

The ever-changing Facebook algorithm can make it a challenge to connect organically

with fans. But Facebook’s micro-targeting features allow you to reach your exact target audience

which means Facebook ads can get your message in front of the people who are most likely to

want your products or services ( Newberry C.,2019)

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According To Chen J. (2020), Facebook still reigns as one of the most widely used online

platforms by adults. And the vast majority are using it daily, which continues to provide brands

and businesses with an opportunity for maximum visibility when implementing a Facebook

marketing strategy.

Local Studies

According to Newberry C. (2020), Potential customers are already looking for businesses

like yours on Facebook. A clear, focused Facebook marketing strategy is the only way to tap into

this existing audience. As Facebook puts it, your Business Page is “a cornerstone of [your]

online identity.”

The effectiveness of Facebook as a marketing tool depends on the promotion and the

understanding of consumer’s behavior. The behavioral gap among Facebook users, marketers,

and policies are relevant to point an interest. One should consider that the use of Facebook free

advertising is an important process to minimize cost not just in the increase of income, in which

it could lead the entrepreneur to an opportunity of optimizing future profit (Palma, 2016)

According to Valova (2015), social media marketing is a popular to topic to be discussed

in books as well as in web resources. Marketing specialists share their professional experience,

tips, reviews of methods, approaches and tools in the social media marketing world.

Furthermore, social media websites try to improve themselves by adding features not only for the

users of that social media website but also for marketers such as advertising and marketing data.

According to Calabia, Google and Social Media sites have become an important tool and

platform for business owners to market and advertise their brand and services. These platforms

are used by business owners to attract more customers by posting their own content. When it
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comes to social media, Facebook is one of the most used websites in the world, especially in the

Philippines. Using Facebook has become part of our daily routine; we post, like, and share the

things we want to see and what other people would want to see. This feature gives every

entrepreneur and business owner the chance to sell their products online, and for business owners

who have their own page, Facebook also added a feature for e-commerce.

Social media has improved the way many companies connect with and target their

demographics for the travel and hospitality sector. Specifically, the growth of the internet and the

increased popularity of social networks has changed tourism and hospitality marketing. Speaking

from this perspective, this study conducted an inquiry on the role of social media in selected

tourism establishments in the City of Santa Rosa, Laguna. (Asuncion, D. A., & Cepeda, J., 2019)

CHAPTER 3

RESEARCH METHODOLOGY

3.1 Research Locale

This study was conducted in the city of Caloocan and Manila. The 50 respondents were

surveyed via internet (messenger, email, and etc) and through the use of Google Forms. This

study is to be conducted during the first semester of A.Y 2020-2021.

3.2 Data and their Sources

The data gathered by the researchers are quantitative in nature. The data collected are

essential in creating this research and are acquired from the 50 specifically selected sample. The

first data that was gathered, correspond to the effectiveness of facebook as a business platform

of the selected respondents. And then after that, the second data that the research collected

corresponds to the sales performance and their strategic ways.

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3.3 Research Method

This study was conducted using the method of Survey-Quantitative and Descriptive-

Quantitative Research. It is defined as a research method that describes the recent issues or

phenomenon that's been studied. Using interviews, questionnaires, and sampling poll we can get

others option to the research, it can thru personal, thru chats, video call, or thru email.

Methodology focuses to “what” of the research than the “why” of the research subject. In other

words, descriptive research and survey research focuses on describing and evaluate the nature

of a demographic segment, without focusing on the certain phenomenon occurs.

This method was used because the researchers want to determine the effectiveness of

using Facebook as a platform of business to the young business owner in Caloocan City and

Malabon City. And in order for them to do that, they must response by giving survey-

questionnaire to a limited number of samples which are significant to this study.

3.4 Population and Sample

The respondents of the research are consisted of 50 online sellers that range in the age of

17-25 from both Manila and Caloocan City, 25 respondents each city. For this research, the

researchers used the Multistage Sampling as their sampling technique, in which it is a

combination of different sampling methods; Quota Sampling, Purposive Sampling and

Convenience Sampling. These are types of Non-Probability Sampling method where not every

population member will have a chance to participate in the research.

3.5 Research Instrument

Survey-questionnaire was used by the researchers as an instrument to gather the different

Information and data presented in this study. The researchers created questions which were
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answered by their selected respondents to collect data, the type of sampling that the researchers

used was multistage sampling in which it is a combination of purposive, quota and convenience

sampling. The researchers used the widely known method of gathering the data (Survey-

questionnaire) to easily and efficiently get the data, and that is why the researchers used this kind

of method

3.6 Data Gathering Procedures

The researchers gathered data through survey and interview which were asked to ages 17-

25 online sellers that are using Facebook as their business advertising platform. The survey and

interview were given out successfully and completed.

1. The researchers tried to find related studies and literature about the topic

2. The researchers prepared a survey-questionnaire

3. The researchers choose 25 respondents each with ages 17-25 online sellers that uses

Facebook as their business advertising platform from both Caloocan and Manila

4. The researchers then gathered the data from the respondents of both city and

interpreted it

5. The data are then analyzed by the researchers

3.7 Statistical Treatment of Data

To interpret the data effectively, the researchers will employ the following statistical
treatment. The percentage, weighted mean, and T-test are the use to interpret the data.

1. Percentage - This will employ to determine if the marketing values affects the
relationship of the customer of the respondents.
Formula: 𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒= (𝐹𝑁) 𝑥 100
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2. Average Weighted Mean - This will be used to determine the assessment of the
respondents with regards to their personal profiles.
Formula: 𝑥=𝐹𝑥𝑁
3. Analysis of Variance (ANOVA) - This will be helpful in making comparison of
two or more means which enables a researcher to draw various results and
predictions about two or more sets of data.
Steps in ANOVA:

3.1 Compute the total sum of the squares.

3.2 Compute the squares between columns

3.3 Compute for the sum of squares within the column.

3.4 To complete the ANOVA table, calculate the mean of sum of square.

4. Person r will also be used to find out whether the use of Facebook is effective as a business

platform of young business owners in Caloocan and Manila City. The Pearson product-moment

correlation coefficient is a measure of the strength of the linear relationship between two

variables. The symbol for Pearson's correlation is "ρ" when it is measured in the population and

"r" when it is measured in a sample.

CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter’s main objective is to present, analyze and interpret the data that the

researchers have gathered. The respondents of this study are young online sellers in both

Caloocan and Manila; 25 respondents in each city. It was used to determine the effectiveness of

Facebook as a platform of business for the young online sellers in Caloocan and Manila.

Description of the respondents of the study

Table 1
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Frequency and Percentage Distribution of Respondents as to Sex (MANILA)

SEX FREQUENCY PERCENTAGE

MALE 6 24%

FEMALE 19 76%

TOTAL 25 100%

Table 1 refers to the frequency and percentage allocation of the respondents as to their

sex.

As presented in the table, majority of the respondents of this research is female

equivalent of 19/25 and the percentage is 76%, in male 6 out of 25 are the respondents and the

percentage is 24%. Therefore, most of the young online sellers in Manila are female.

Frequency and Percentage Distribution of Respondents as to Sex (CALOOCAN)

SEX FREQUENCY PERCENTAGE

MALE 1 4%

FEMALE 24 96%

TOTAL 25 100%

As presented on the table, 24 or 96% of the respondents in Caloocan is Female and only

4% or 1 person is Male. Therefore, majority of the young online sellers in Caloocan are females.

Table 2
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Frequency and Percentage Distribution of Respondents as to Age

AGE FREQUENCY PERCENTAGE

17-19 21 84%

20-22 3 12%

23-25 1 4%

Table 2 refers to the Frequency and Percentage distribution of respondents as to their

Age.

As presented in the table, 84% of the respondents are in business at the age of 17-19,

meanwhile 12% of the respondents are in business at the of 20-22, and 4% of the respondents or

1 people only having a business at the age of 23-25 year old in the area of Manila. Therefore,

most of the young online sellers in Manila are in the age of 17-19.

Frequency and Percentage Distribution of Respondents as to Age (CALOOCAN)

AGE FREQUENCY PERCENTAGE

17-19 20 80%

20-22 3 12%

23-25 2 8%

TOTAL 25 100%
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As presented on the table, 20 or 80% of the respondents in Caloocan are 17-19 years old,

3 or 12% are in the age of 20-22 while 2 or 8% of the respondents are 23-25 years old.

Therefore, majority of the young online sellers in Caloocan are in the age of 17-19 years old.

Table 3

1. Do you search for brand ambassadress/ am-

bassador to promote and improve your business

YES
NO
40%

60%

In this pie graph represent who votes yes or no, the majority of the votes are 60% or 15

respondents voted yes. Meanwhile, 40% or 10 of the respondent voted no. Therefore, majority of

the young online sellers in Manila uses brand ambassadress/ambassador to promote and

improve their business.

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1.Do you search for brand ambassadress/

ambassador to promote and improve your
business?

Yes
No
44%

56%

As shown on the pie graph, 14 or 56% of the respondents answered no and 11 or 44% of

the respondents answered yes. Therefore, most of the young online sellers in Caloocan do not

search for brand ambassadress/ambassador to promote and improve their business.

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Table 4

2.Do you offer giveaways with your respective

buyers? If yes, how often?

Once a month
Twice a month
28%
40% Monthly
During holidays

16%
16%

In this pie graph represent who gave giveaways. The majority of the choices are during

holidays only at the percentage of 40% or 10 of the respondents. 2 nd of the choices of the

respondents are once a month at the percentage of 28% or 7 of the respondents. Both 16% of the

respondents voted in twice a month and monthly. Therefore, most of the young online sellers in

Manila offer giveaways with their buyers during holidays.

 P a g e | 23

2.Do you offer giveaways with your re-

spective buyers? If yes, how often?

28% Once a month

Twice a month
Monthly
44%
During Holidays

8%

20%

As shown on the pie graph, 7 or 28% of the respondents answered once a month, 2 or 8%

of the respondents answered twice a month, 5 or 20% of the respondents answered monthly and

the remaining 11 or 44% respondents answered during holidays. Therefore, majority of the

young online sellers in Caloocan offer giveaways with their respective buyers during Holidays.
 P a g e | 24

TABLE 5

3. What strategies are you interested to try to gain more cus-

tomers?

20%

16%

8%
56%

Buy 1 Take 1 Discount Freebies Giveaway

As shown in the figure, 2 or 8% of the respondents answered buy 1 take 1, 14 or 56%

answered Discount, 5 or 20% answered freebies, and 4 or 16% answered giveaway. Therefore,

most of the young business owners from Manila are interested in giving discount to gain more

customers.
 P a g e | 25

3. What strategies are you interested to try to gain more cus-

tomers?

4% 8%
Buy 1 Take 1
Discount
32% Freebies
Giveaway

56%

As shown in the figure, 2 or 8% of the respondents answered buy 1 take 1, 14 or 26%

answered Discount, 8 or 15% answered freebies, and 1 or 4% answered giveaway. Therefore,

most of the young business owners from Caloocan are interested in giving discount to gain more

customers.
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TABLE 6

4. Where do you think is the most frequent place where the

buyers buy your product?

4%

4%
92%

Caloocan Manila Valenzuela Malabon Others

As shown in the figure, 23 or 92% of the respondents answered Manila, 1 or 4%

answered Caloocan, 1 or 4% answered others, while no one or 0% answered Valenzuela and

Malabon. Therefore, the most frequent place where the customers of young business owners
 P a g e | 27

from Manila are also from Manila.

4. Where do you think is the most frequent place where the

buyers buy your product?

16% Caloocan
Manila
Valenzuela
Malabon

84%

As shown in the figure, 21 or 84% of the respondents answered Caloocan, 4 or 16%

answered Manila, while no one or 0% answered Valenzuela and Malabon. Therefore, the most

frequent place where the customers of young business owners from Caloocan are also from

Caloocan.
 P a g e | 28

TABLE 7

5. How often should you post a product in online platform

specially Facebook?

8%
64%
4%

24%

Once a week Every other day Thrice a month Holidays

As shown in the figure, 16 or 64% of the respondents answered Every other day, 6 or

24% answered once a week, 2 or 8% answered thrice a month, and 1 or 4% answered holiday.

Therefore, most of the young business owners from Manila post their product in Facebook every

other day.
 P a g e | 29

5. How often should you post a product in online platform

specially Facebook?

8%
Once a week
Every other day
32% Thrice a month
Holidays

60%

As shown in the figure, 8 or 32% of the respondents answered once a week, 15 or 60%

answered every other day, 0 or 0% answered thrice a month, and 2 or 8% answered holiday.

Therefore, most of the young business owners from Caloocan post their product in Facebook

every other day.

 P a g e | 30

TABLE 8

6. What do you think is the best way to promote your product

in Facebook?

0.600000000000001

0.24
0.16

Eye catching poster or image advertisement

Video advertisement
Using famous person as brand ambassador/ ambassadress
Social proof (feedback)

As shown in the figure, 15 or 60% of the respondents answered social proof (Feedback),

6 or 24% answered Eye catching poster or image advertisement, 4 or 16% answered that they’re

using famous person as brand ambassador/ ambassadress, While 0% answered video

advertisement. Therefore, young business owners from Manila use social proof (feedback) as a

best way to promote their product in Facebook.

 P a g e | 31

6. What do you think is the best way to promote your product

in Facebook?

Eye catching poster or image

32% advertisement
Video advertisement
Using famous person as
brand ambassador/ am-
56% bassadress
Social proof (feedback)

4%
8%

As shown in the figure, 8 or 32% of the respondents answered Eye catching poster or

image advertisement, 1 or 4% answered Video advertisement, 2 or 8% answered that they’re

using famous person as brand ambassador/ ambassadress, and 14 or 56% answered social proof.

Therefore, young business owners from Caloocan use social proof (feedback) as a best way to

promote their product in Facebook.

 P a g e | 32

TABLE 9

7. What age range is the most frequent As

customer of your products on Facebook?

16% 20%

16%

48%

14-17 years old 18-21 years old

22-25 years old 26 years old and above
shown in the table, 5 or 20 percent are 14-17 years old. 12 or 48 percent are 18-21 years old and

4 or 16 percent are 22-25 years old and 26 years old and above. Therefore, the most frequent

customers in Manila are 18-21 years old.

 P a g e | 33

As the table showed, 4 or 16 percent are 14-17 years old, 18 or 72 percent are 18-21

years old, 2 or 8 percent are 22-25 years old and 1 or 4 percent are 26 years old and above.

Therefore, the most frequent customers in Caloocan are 18-21 years old.

TABLE 10

8. What do you think is the most selling item to sell on

Facebook?

24%

44%
4%

28%

Accessories Skin care product Foods Clothes

As shown in the table, 6 or 24 percent are accessories, 1 or 4 percent are skin care

product, 7 or 28 percent are foods and 11 or 44 percent are clothes. Therefore, the sellers in

Manila think that the most selling item to sell on Facebook are clothes.
 P a g e | 34

As the table showed, 0 Accessories, 2 or 8 percent are Skin Care Products, 4 or 16

percent are foods, 19 or 76 percent are clothes. Therefore, the most selling item to sell on

Facebook in Caloocan are clothes.

 P a g e | 35

TABLE 11

9. Do you have customer who also become your reseller?

20%

80%

Yes No

As shown in the table, 20 or 80 percent answered yes and 5 or 20 percent answered no.

Therefore, most of the seller in Manila has customers who also become their reseller.
 P a g e | 36

As the table showed, 21 or 84 percent answered yes and 4 or 16 percent answered no .

Therefore, most of the sellers have customers who also became their reseller.

TABLE 12

10. Does Facebook help you a lot in promoting your

business and selling your products?

4%

96%

Yes No Not really

As shown in the table, 24 or 96 percent answered yes, 1 or 4 percent answered no and no

one answered not really. Therefore, Facebook helped most of the sellers in Manila in promoting

their business and selling their products.

 P a g e | 37

As the table showed, 25 or 100 percent answered yes, 0 percent answered no and 0

percent answered not really. Therefore, all of the sellers in Caloocan agreed that Facebook helps

them a lot to promote their business and product.

I. MANILA

As a young online seller, how effective are these following social media websites as a platform

of business?

Table 1

Manila

Mean Verbal

Interpretation

1. Facebook 4.92 SA

2. Instagram 3.32 F

3. Twitter 1.8 SD
 P a g e | 38

OVER ALL MEAN 3.35 F

Legend: SA – Strongly Agree, A – Agreed, F – Fair, D – Disagree, SD – Strongly Disagree

1.00 - 1.49 Strongly Disagree

1.50 - 2.49 Disagree

2.50 - 3.49 Fair

3.50 - 4.49 Agree

4.50 - 5.00 Strongly Agree

Table 1 reflects how effective are the following social media websites as a platform of

business. As shown on the table, the young online seller from the city of Manila’s response on

the three indicators ranged from 1.8 to 4.92, as follows: “Facebook” (Mean = 4.92), “Instagram”

(Mean = 3.32), and “Twitter” (Mean = 1.8).

On the over all, the young online sellers in Manila indicated “Fair” responses. With an

overall mean of 3.35.

It was reflected on the table that majority of the young online seller respondents agreed

that Facebook is a very useful platform to use when conducting a business.

I. CALOOCAN

As a young online seller, how effective are these following social media websites as a platform

of business?
 P a g e | 39

Table 1

Caloocan

Mean Verbal

Interpretation

1. Facebook 4.92 SA

2. Instagram 3.24 F

3. Twitter 1.48 SD

OVER-ALL MEAN 3.21 F

 P a g e | 40

Legend: SA - Strongly Agree, A - Agreed, F - Fair, D - Disagree, SD - Strongly Disagree

1.00 - 1.49 Strongly Disagree

1.50 - 2.49 Disagree

2.50 - 3.49 Fair

3.50 - 4.49 Agree

4.50 - 5.00 Strongly Agree

Table 1 reflects how effective are the following social media websites as a platform of

business. As shown on the table, the young online seller respondents in Caloocan’ response on

the three indicators ranged from 1.48 - 4.92, as follows: “Facebook” (Mean = 4.92), “Instagram”

(Mean = 3.24), and “Twitter” (Mean = 1.48).

On the overall, the young online sellers in Caloocan indicated “Fair” responses. With an

overall mean of 3.21.

It was reflected on the table that most of the young online sellers in Caloocan are using

Facebook as their social media websites as a business platform.

II. MANILA

As a young online seller, how useful is Facebook for you in terms of;
 P a g e | 41

Table 2

Manila

Mean Verbal

Interpretation

1. Advertising a product 4.52 SA

2. Selling a product 4.92 SA

3. Reaching your target customers. 4.2 A

OVER ALL MEAN 4.54 SA

Legend: SA – Strongly Agree, A – Agreed, F – Fair, D – Disagree, SD – Strongly Disagree

1.00 - 1.49 Strongly Disagree

1.50 - 2.49 Disagree

 P a g e | 42

2.50 - 3.49 Fair

3.50 - 4.49 Agree

4.50 - 5.00 Strongly Agree

Table 2 reflects how useful Facebook is. As shown on the table, the young online seller

from the city of Manila’s response on the three indicators ranged from 4.2 to 4.92, as follows:

“Advertising a product” (Mean = 4.52), “Selling a product” (Mean = 4.92), and “Reaching your

target customers” (Mean = 4.2).

On the over all, the young online sellers in Manila indicated “Strongly Agree” responses

with an overall mean of 4.54.

It was reflected on the table that majority of the young online seller respondents agreed

how useful Facebook is when it comes to selling a product.

II. CALOOCAN

As a young online seller, how useful is Facebook for you in terms of;
 P a g e | 43

Table 2

Caloocan

Mean Verbal

Interpretation

1. Advertising a product 4.76 SA

2. Selling a product 4.84 SA

3. Reaching your target customers 4.28 A

OVER-ALL MEAN 4.62 SA

 P a g e | 44

Legend: SA - Strongly Agree, A - Agreed, F - Fair, D - Disagree, SD - Strongly Disagree

1.00 - 1.49 Strongly Disagree

1.50 - 2.49 Disagree

2.50 - 3.49 Fair

3.50 - 4.49 Agree

4.50 - 5.00 Strongly Agree

Table 2 reflects how useful is Facebook. As shown on the table, the young online seller

respondents in Caloocan’ response on the three indicators ranged from 4.28 to 4.84, as follows:

“Advertising a product” (Mean = 4.76), “Selling a product” (Mean = 4.84), and “Reaching your

target customers” (Mean = 4.28).

On the overall, the young online sellers in Caloocan indicated “Strongly Agree”

responses. With an overall mean of 4.62.

It was reflected on the table that most of the young online seller in Caloocan are agreeing

on how useful is Facebook as a business platform to sell and advertise their products.

III. MANILA

As a young online seller, how effective are these strategies in promoting your products in

Facebook as your business platform?

 P a g e | 45

Table 3

Manila

Mean Verbal

Interpretation

1. Live selling 3.88 A

2. Making an advertisement 4.04 A

3. Creating a page 4.76 SA

OVER ALL MEAN 4.27 A

Legend: SA – Strongly Agree, A – Agreed, F – Fair, D – Disagree, SD – Strongly Disagree

1.00 - 1.49 Strongly Disagree

1.50 - 2.49 Disagree

 P a g e | 46

2.50 - 3.49 Fair

3.50 - 4.49 Agree

4.50 - 5.00 Strongly Agree

Table 3 reflects how effective are these strategies in promoting your products in

Facebook as your business platform. As shown on the table, the young online seller from the city

of Manila’s response on the three indicators ranged from 3.88 to 4.76, as follow: “Live selling”

(Mean = 3.88), “Making an advertisement” (Mean = 4.04), and “Creating a page” (Mean = 4.76).

On the over all, the young online sellers in Manila indicated “Agree” responses. With an

overall mean of 4.27

It was reflected on the table that majority of the young online seller respondents agreed

that creating a page is an effective strategy in promoting products in Facebook.

III. CALOOCAN

As a young online seller, how effective are these strategies in promoting your products in

Facebook as your business platform?

 P a g e | 47

Table 3

Caloocan

Mean Verbal

Interpretation

1. Live selling 4.2 A

2.Making an advertisement 3.72 A

3. Creating a page 4.52 SA

OVER-ALL MEAN 4.14 A

Legend: SA - Strongly Agree, A - Agreed, F - Fair, D - Disagree, SD - Strongly Disagree

1.00 - 1.49 Strongly Disagree

1.50 - 2.49 Disagree

2.50 - 3.49 Fair

3.50 - 4.49 Agree

4.50 - 5.00 Strongly Agree

Table 3 reflects how effective are these strategies in promoting your products in

Facebook as your business platform. As shown on the table, the young online seller respondents
 P a g e | 48

in Caloocan’ response on the three indicators ranged from 3.72 to 4.52, as follow: “Live selling”

(Mean = 4.2), “Making an advertisement” (Mean = 3.72), and “Creating a page” (Mean = 4.52).

On the overall, the young online sellers in Caloocan indicated “Agree” responses with an

overall mean of 4.14.

It was reflected on the table that most of the young online sellers in Caloocan are using

these strategies to promote their product in Facebook.

IV. MANILA

As a young online seller, how effective is the approach in Facebook in terms of;

Table 4

Manila

Mean Verbal

Interpretation
 P a g e | 49

1. Messaging your buyers 4.92 SA

2. Mentioning prospective buyers 4.2 A

OVER ALL MEAN 4.56 SA

Legend: SA – Strongly Agree, A – Agreed, F – Fair, D – Disagree, SD – Strongly Disagree

1.00 - 1.49 Strongly Disagree

1.50 - 2.49 Disagree

2.50 - 3.49 Fair

3.50 - 4.49 Agree

4.50 - 5.00 Strongly Agree

Table 4 reflects how effective the approach in Facebook is. As shown on the table, the

young online seller from the city of Manila’s response on the three indicators ranged from 3.88

to 4.76

On the over all, the young online sellers in Manila indicated “Strongly Agree” responses

with an overall mean of 4.56.

It was reflected on the table that majority of the young online seller respondents agreed

that messaging the buyers is an effective approach in Facebook.

IV. CALOOCAN

As a young online seller, how effective is the approach in Facebook in terms of;
 P a g e | 50

Table 4

Caloocan

Mean Verbal

Interpretation

1. Messaging your buyers 4.44 A

2.Mentioning prospective buyers 4.6 A

OVER-ALL MEAN 4.52 SA

Legend: SA - Strongly Agree, A - Agreed, F - Fair, D - Disagree, SD - Strongly Disagree

 P a g e | 51

1.00 - 1.49 Strongly Disagree

1.50 - 2.49 Disagree

2.50 - 3.49 Fair

3.50 - 4.49 Agree

4.50 - 5.00 Strongly Agree

Table 4 reflects how effective the approach in Facebook is. As shown on the table, the

young online seller respondents in Caloocan’ response on the three indicators ranged from 4.6 to

4.44, as follows: “Messaging your buyers” (Mean = 4.44), and “Mentioning prospective buyers”

(Mean = 4.6).

On the overall, the young online sellers indicated “Strongly Agree” response with an

overall mean of 4.52.

It was reflected on the table that most of the young online sellers in Caloocan are using

this approach in the effective of Facebook as a business platform.

CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This part of the study presents the summary of findings, the conclusion drawn and the

corresponding recommendations of the study towards the young online sellers. This study was

taken with the general objective of knowing how effective is Facebook as a business platform

from young online sellers in Caloocan and Manila and to help the young business owners on how

to make their business more effective and well-known by using social medial specially Facebook

as its business advertising platform.

 P a g e | 52

SUMMARY OF FINDINGS

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

a. Age

Most of the respondents who participated with the study from both City of Manila

and Caloocan are 17 to 19 years old young business owners. It is concluded that there are

more 17-19 years old business owners than there are 20 to 25 years old business owners

b. Gender

It was shown that majority of the respondents who cooperated with the study in
both City of Manila and Caloocan are young female online sellers. Therefore, there are
more female business owners than male who uses Facebook as their social media
platform to conduct their business.

c. City

The respondents who participated in the study are young business owners from

both the city of Caloocan and Manila.

2. As a young online seller, how effective are these following social media websites as a

platform of business?

48 or 96% of the respondents from both Caloocan and Manila answered Facebook is ”Very

Effective”, 31 or 68% of the respondents answered twitter is ”Slightly Effective”, While the 35

or 70% of the respondents answered twitter is “Not Effective”. In conclusion the most effective

social media platform of business is Facebook while twitter is not effective for them.

3. As a young online seller, how useful is Facebook for you in terms of;
 P a g e | 53

47 or 94% of respondents in both Caloocan and Manila answered selling a product in

Facebook is “Very Useful”, 41 or 82% of respondents answered Advertising a product is “Very

Useful”, while 31 or 62% of respondents answered that reaching their target customers in

Facebook is “Very Useful”. In conclusion, Facebook is very useful in terms of selling a product,

advertising a product and also reaching their target market.

4. As a young online seller, how effective are these strategies in promoting your products

in Facebook as your business platform?

41 or 82% of respondents from both Caloocan and Manila answered creating a page is “Very

Effective”, 28 or 56% of the respondents answered making an advertisement is “Slightly

Effective” while 56% answered that they find live selling as “Very Effective”. In conclusion the

most effective strategy to promote a product is creating a page as majority of the respondents

from both Caloocan and Manila find it “Very Effective”

5. As a young online seller, how effective is the approach in Facebook in terms of;

The respondents from Caloocan and Manila said that, 42 or 82% of respondents answered

messaging your buyers is “Very Effective”, While 37 or 74% of respondents answered

mentioning prospective buyers is “Very Effective”, In conclusion, it is an effective approach

to use Facebook in terms of messaging your buyers and mentioning prospective buyers.

Conclusions

Based on the findings of the study, the following conclusions were drawn:.
 P a g e | 54

1. There were 60% respondents from Manila who voted “yes” to searching for brand

ambassador/ambassadress. While in Caloocan, 56% of the respondents voted “no”.

Therefore, young online sellers from Manila uses ambassador/ambassadress to promote

their product effectively but young online sellers from Caloocan do not find it effective.

2. The young business owner respondents from both City of Manila and Caloocan

responded that they offer giveaways to their respective buyers only during holidays.

3. The 56% of young business owner respondents from both City of Manila and Caloocan

responded that they are interested to use the strategy of giving discounts to gain more

customers.

4. Young business owners from Manila responded that the most frequent place where the

customers buy their products are also from Manila. While young sellers from Caloocan

responded that the customers who buy their products are also from Caloocan.

5. The young business owner respondents from both City of Manila and Caloocan

responded that they post their product in Facebook every other day.

6. The young business owner respondents from both City of Manila and Caloocan

responded that the best way to promote their products in Facebook is to use social proof

or feedback.

7. The young business owner respondents from both City of Manila and Caloocan

responded that the age range of their frequent customers of their products is 18 to 21

years old.

8. The young business owner respondents from both City of Manila and Caloocan

responded that clothes are the most selling item to sell in Facebook.
 P a g e | 55

9. The young business owner respondents from both City of Manila and Caloocan agreed

that they have customers who also became a reseller of their products.

10. The young business owner respondents from both City of Manila and Caloocan agreed

that Facebook helped them a lot in promoting their business and selling their products in

the social media platform.

Recommendation
In the light of the significant findings and conclusion of the study, the following

recommendations are hereby offered:

1. The researchers recommend the young business owners to continue pursuing the use

of Facebook as their platform of business to promote and endorse their products as it

is the most effective social media websites to use as per the respondents.

2. Young entrepreneurs must consider having these kinds of advertising; creating a

page wherein they can post and promote their products and try the live selling

techniques as the respondents find it effective too.

3. Entrepreneurs should not forget to ask their buyers to leave a feedback to them so

that they’ll know what to improve in order to make their business even better and it

can also serve as a social proof.

4. Aspiring entrepreneurs should choose clothes when choosing a product as the

respondents said that it is the most selling item to sell online.

 P a g e | 56

5. Entrepreneurs may it be young, old or aspiring should create a modern

tactic/technique to capture their target market as the most frequent buyers online are

in the age of 18-21.