THE EFFECTIVENESS OF FACEBOOK AS A MEDIUM IN SOCIAL MEDIA

MARKETING AS PERCEIVED BY THE SELECTED CONSUMERS IN MARAWI

CITY

A Research Paper Presented to

The Faculty of Senior High School Department
RC-Al Khwarizmi International College Foundation, Inc.
Basak Malutlut, Marawi City, Philippines

In Partial Fulfillment of the

Requirements in Research 2 under
Accountancy and Business Management

Alonto, Mohammad Hakeem

Balt, Alihassan Jr.
Isah, Mohammad Asradz
Natangcop, Hussien
Guro, Samerah
Idris, Hameda

December 2021
 Chapter I

The Problem and Its Scope

Rationale

The commercial marketplace has expanded beyond the traditional brick-and-mortar to a

global shop front that is accessible to billions of users via the Internet (Sadler & Evans, 2016).

Today, the use of Facebook has become extremely prevalent amongst young individuals. The

increase of Facebook user has presented as an opportunity for businesses to direct marketing

efforts, but also as a challenge on what is the best way to reach out to customers. According to

Facebook executives, Facebook has 2.80 billion monthly active users. The problem with this

growth of social media activity is that most individuals who use social media, specifically for

news and product or business reviews, has the capacity to influence a business’s reputation and

profits positively or negatively. Such activity has now made an impact on business functions

(Nya Gibson 2016).

The various outlets have become a channel for marketers to communicate directly to

consumers in a manner that was not previously possible with traditional media. Social media has

advanced from simply providing a platform for individuals to stay in touch with their family and

friends. Now it is a place where consumers can learn more about their favorite companies and

the products they sell. Marketers and retailers are utilizing these sites as another way to reach

consumers and provide a new way to shop.

The potential to reach billions of consumers directly through social media is significant for

businesses. Even though a lot of people use social media in various forms, some business

owners lack sufficient knowledge to develop effective social media strategies to create

organizational value. In this study, The researchers will answer how effective Facebook as a
Social Media marketing as perceived by the selected consumer in Marawi City. The study is

interested in the impact of Facebook marketing on customer perceptions and attitudes and will

also explore the value of social media, how social media is utilized by consumers, and how

businesses can use social media to their advantage.

Statement of the Problem

This study aimed to determine the effectiveness of Facebook as a medium in social media

marketing as perceived by the selected consumers in Marawi City. Specifically, it sought to

answer the following questions:

1. What are the problems encountered by the consumers in regards to Facebook as medium in

social media marketing?

2. What is the effectiveness of Facebook as a medium in social media marketing as perceived by

the selected consumers in Marawi City?

3. What is the demographic profile of the respondents in terms of:

3.1 Age

3.2 Sex

4. Is there a significant relationship between the respondents' profile and their perceptions on

Facebook as a medium in social media marketing?

Theoretical Framework

According to Palma (2017), 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. Besides, attempts to discuss customer behavior on Facebook were varied,
but the personal context of preference in line with emotions and needs remain less explored.

Thus, this study attempted to understand consumer behavior at the personal context towards

posted threads on Facebook using articles with contents on emotions and needs. 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.

Conceptual Framework

This study is done to determine how selected consumers perceive Facebook as their medium

in social media marketing.

As presented in the diagram below, it shows the variables of the study.

I. Respondents' Profile
Perceptions of the respondents
I.I Age on Facebook as a medium in
social media marketing
I.II Sex

Figure I. Research Paradigm

The table shows the respondents' profile in terms of age and sex, and their perceptions on

Facebook as a medium in social media marketing.

Significance of the Study

This research is made with the aim to provide crucial information and knowledge regarding

the chosen topic from the respondents, recent studies or theses, and related sites needed for the

expected importance to the individuals as follow:

The Researchers

Being a novice for this kind of topic is a challenge for the upcoming business-related takers

like the researchers. So this will be an instrument that will guide and navigate them in

discovering credible, reliable, and tantamount factors that are known as indispensable data for

further understanding on the topic. Indeed, this research is going to be the chief source of

enlightenment that they will surely need in their future studies.

The Entrepreneurs

It is necessary to say that not all of the entrepreneurs using Facebook as their medium for

marketing are very aware of how effective it really is to do this. For the help they might need,

this research will be abounded with sufficient knowledge in order to cease them from unwanted

irresponsibility in taking care of their own business.

Future Researchers

This will be highly beneficial for future researchers as it will help them find reliable

information and guide them deeper through it.

Students

This will aid students in discovering something about social medias. Nowadays, they focus on

the fun it brings rather than the purposes. Hopefully, this can help them distinguish that after all,

social media is not for fun only, but it is can also be used as a medium for marketing.
Scope and Delimitations of the Study

The study intends to determine the effectiveness of Facebook as an advertising medium

amongst the consumers in Marawi City. It is a case study such that its research findings will be

limited with the case study institution selected, however, further research of this study can be

carried out on a number of institutions may well generate research findings.

The study will be limited only for a few number of consumers in Marawi City. The

instrument we will be using is self-constructed questionnaire regarding matter about the research

title. The results will then be used as a source of data.

The study will be conducted in RC-AKIC Senior High School campus in Basak Malutlut,

Marawi City. It is not necessarily conducted there, but it is where the data will be collected and

gathered. The self-made survey questionnaires will be conducted online.

Definition of Terms

Facebook is a website which allows users, who sign-up for free profiles, to connect with

friends, work colleagues or people they don't know, online. It refers to the marketing platform

used by some consumers in Marawi City.

Effectiveness is the degree to which something is successful in producing a desired result or

its success. It refers to the measure or scale of efficacy of Facebook as a medium for marketing.

Social media is a collective term for websites and applications that focus on communication,

community-based input, interaction, content-sharing and collaboration. It refers to the medium of

marketing.

Marketing is the action or business of promoting and selling products or services, including

market research and advertising. It refers to the entrepreneurs' tactic to sell their products.
 Consumer refers to a person who purchases goods and services for personal use. It is also

referred to as the "buyers", the one who buys the products.