Abstract— This quantitative and qualitative study tackled about the

effectiveness of Facebook as a medium to online selling. Using Google

Survey Form, this study investigated the effectivity of Facebook in
different aspects in Puerto Princesa City. Four themes were formed
such as the problems encountered of the online seller, the effectiveness
of Facebook in terms of quality and price, the difference between the
actual market and Facebook in certain circumstances, and in terms of
income generation. Findings revealed that Facebook as a medium to
online selling is indeed effective garnered sixty-one point three percent
(61.3%) excellent ratings, and thirty-two point three percent (32.3%)
average ratings. It has also gathered ninety-six point eight percent
(96.8%) excellent rating in terms of income generation. The price is
slightly different to the actual market, but the quality is still the same as
good and fair as to what we have observed to the respondents that
we've surveyed. However, online fraud is also relevant as majority of the
respondents state that they have encountered bogus buyers in their
online business. The demand of the product may also change through
time as the needs and wants of individuals also changes. Compare to
the actual market, where customers pay in cash, basically the
customers on online selling in Facebook has a lot of choices in terms of
their payments. They could pay through GCASH, bank transfer and also
cash on delivery. The researchers recommend to future researchers to
conduct study on the effectiveness of the different social media
platforms as used on online selling. Also, we would like to recommend
to this study to the local government of Puerto Princesa, to protect and
promote security and harmony in the industry of online businesses.

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)

iv
 ACKNOWLEDGMENT
The researchers might want to stretch out their appreciation firstly to our All-
powerful God, for invigorating us enough and persistence to lead our exami-
nation, to our dearest educator, Ma’am Ruffa Mae L. Arzaga for directing us
all throughout the research process and giving us a gigantic measure of dis-
covering that we have utilized and will be utilizing on our future endeavors, to
our respondents, for readily partaking on our exploration and answer our over-
view with their maximum capacity and genuineness, and we would like you to
realize that we can’t achieve this exploration without your presence. We value
all the hard work, collaboration and cooperation.

Dedication

The researchers would like extend their gratitude to the following personali-
ties; Ms. Ruffa Mae L. Arzaga - for giving us enough knowledge to fulfill our
task.

Family – for their unending support in the whole process of our research.

To the respondents – for willingly answering our research survey, for their par -
ticipation and cooperation.

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)

iv
 TABLE OF CONTENTS
Title Page ......................................................................................................................................... i
Approval Sheet .............................................................................................. ii
Letter/Permit .................................................................................................. iii
Abstract ......................................................................................................... iv
Acknowledgement ......................................................................................... v
Dedication ..................................................................................................... v
Table of Contents ......................................................................................... vi
List of Figures ............................................................................................... viii
List of Tables ................................................................................................ viii
List of Graphs ............................................................................................... viii
List of Appendices ......................................................................................... x

I. THE PROBLEM AND ITS BACKGROUND

Introduction ..................................................................................................... 1
Statement of the Problem ............................................................................... 2
Hypotheses ......................................................................................................
Significance of Study .......................................................................................
Scope and Delimitation ....................................................................................
Definition of Terms ..........................................................................................

II. REVIEW OF RELATED STUDIES

Local RRL .........................................................................................................

Foreign RRL .....................................................................................................
Conceptual Framework ....................................................................................

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)

vi
 III. METHODOLOGY

Research Design ...........................................................................................

IV. PRESENTATION ANALYSIS AND INTERPRETATION

V. SUMMARY, CONCLUSION, RECOMMENDATION

Summary ........................................................................................................
Conclusions ....................................................................................................
Recommendations ..........................................................................................

VI. REFERENCES
Bibliography .....................................................................................................
Appendices ......................................................................................................
Curriculum Vitae ...............................................................................................

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)

vi
LIST OF FIGURES
Pages 23, 26, and 27

LIST OF TABLES

LIST OF APPENDICES

Pages 32, 35

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)

1
 I. THE PROBLEM AND ITS
BACKGROUND
INTRODUCTION
As the year past, Social Networking
Sites (SNSs) have been very
significant to the lives of the people
across the globe. It has become the
new trend as it exploded from
thousands to billions growth of users.
It has transitioned traditional lives into
something modern and technology-
driven activities. New platforms have
been created along with the
progressive increase in the internet
access capabilities offered by mobile
devices, which has greatly affected
the behavior and lives of the people
from almost every socio-demographic
group around the world. This new
medium has dramatically transformed
the marketing world and makes
social media marketing a significant
challenge for the private and public
sectors (Belch and Belch, 2014).
Social Networking Sites allow people
to connect with other people with
different beliefs, interests and point of
views. Facebook, as an example of a
social networking sites, has become
the most used media around the
world for instant communication and
connection to other people. From a
marketing point of view, Facebook
and other social media sites offer
tremendous number of advantages
regarding to usage, access and cost.
According to Khan (2013) these
social media sites are easily
accessed by an ever-growing number
of people through different platforms
on a 24/7 basis and are demanding
fewer financial resources providing
magnified results through their viral
nature. Along with the interactive
communication they offer it to makes
SNSs one of the richest mediums
available for marketers. Online selling
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
is the act or process of selling goods,
products or services via an internet or
mobile app, auction site, online
classified advertisement, online shop,
social networking, social media or
web shop. It has no limit reached,
removing geographic limitations. With
the rising number of social media
users in the world, businessmen
have learned to adopt these changes
by making profit from it. Facebook, as
one of the major mediums of online
selling becomes very significant to
the business industry. By just posting
the product online, as well as the
services offered, customers can
freely choose what to buy and the
process continue. Facebook is a very
efficient marketing tool. It also shows
organization presence which
businessmen could divert into
income. With effective marketing
strategies, making their product stand
out and be a responsible seller,
online seller will definitely succeed to
their targeted goals. This will
somehow be helped local online
sellers sustain their personal and
family needs financially. However, in
the light of the social media changes,
it has also brought negative
dispositions to online seller. With no
geographical limitations, people from
outside the city could also reach their
business, and some of those who
want to buy or purchase the product
may be scammers. Online seller may
encounter costumers that double-
crossed, imposing dishonesty for
personal interest. These
circumstances can negatively affect
the income of the local online sellers
in Puerto Princesa City. Hence, it is
precisely in this context that the
researchers aim to determine the
1
number of online sellers who have
experienced being scammed by one
of their customers and how do they
deal with it. In particular, this
proposed study aims to determine
the number of online sellers
scammed by scammers in Puerto
Princesa City and identify the
different solutions that these online
sellers did to deal with the said
situation. Apart from this, the
researchers also aim to determine
the requirements considered by
these online sellers in checking
identity and reliability before dealing
with costumers. Also, the researchers
would also like to leave some reliable
information about the background
and reliability of the online sellers
themselves. This study was also
conducted to know the percentage of
online sellers using Facebook as the
medium of selling in Puerto Princesa
City. Moreover, the research was
also sought to find the greatest
number of consumers who choose to
buy online around the city, the buying
preference of the different ages and
the maximum income of these online
sellers per month. Furthermore, the
researchers would also like to know
the importance of effective online
marketing tool in these different
online sellers. The researchers argue
that there is a need to determine the
numbers of online sellers scammed
because knowing this scenario will
put the researcher in the stand to
offer some alternative solutions to the
problem. This will also raise certain
awareness to the online sellers from
outside the city and to those who
would like to start their own online
business. In point of fact, it is only
when we have performed some kind
of survey that we can offer
practicable solutions to the problem.
Knowing their stands and personal
experiences will be the first step in
addressing the problem. Given in the
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
above conversation, it is apparent
that web-based media like Facebook,
have progressed conventional
business and shopping to online
exercises. It has assisted web-based
venders with having more extensive
reached coming about to a higher
income. Be that as it may, it has
likewise placed them in some
questionable circumstances like
misleading, which might prompt
lessening their pay and adversely
influence the business. Again, it is
hence that the scientists endeavor to
decide the level of individuals who
utilized Facebook as the mechanism
of selling, and their own encounters
in managing misleading exercises in
Puerto Princesa City with the genuine
situations they experience.
STATEMENT OF THE PROBLEM
This research aims to know
more about the effectiveness of
facebook marketplace in Puerto
Princesa City. This study will
answer the following.
1. What are the common prob-
lems encountered when using
facebook marketplace?
2. What is the difference of shop-
ping in facebook marketplace
than on an actual market?
3. How effective is using face-
book marketplace in terms of:
a. Quality
b. Price
4. What is the difference of prod-
ucts bought online and the one
in the market in terms of?
c. Quality
d. Price
I. HYPOTHESIS
Ha: There is significant relationship
between the Facebook’s
organizational presence and its
marketing effectiveness.
1
 H0: There is no significant
relationship between the Facebook's
organizational presence and its
marketing effectiveness.
Ha: There is significant difference
between the price and quality of the
product bought online through
Facebook marketplace to the price
and quality of the product bought in
the market.
H0: There is no significant difference
between the price and quality of the
product bought online through Face-
book marketplace to the price and
quality of the product bought in the
market.
SIGNIFICANCE OF THE STUDY
This study was conducted for
the purpose of finding out the
effectiveness of Facebook
marketplace as a means to online
selling in Puerto Princesa City.
The findings of the study will
provide numerical data on how
Facebook marketplace is used as
a means to online selling. In this
study it will benefit customers on
how the online selling is helping us
or giving us ease on buying what
we want/needed in our daily life.
The statistical analysis and
experiences of the online sellers,
will provide useful insights and
information that could be used in
understanding online selling using
facebook marketplace and the
effectiveness of it.
Furthermore, the findings of
the study would greatly benefit
the following beneficiaries:
Department of Trade and
Industry– the results of the study
could give reminders to authorities
on business sector that online
selling is expanding, so that they
could strengthen policies and
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
regulations to prevent, penalize or
punish fraudsters, scammers, etc.
With proper implementation of
laws protecting the rights of both
online sellers and customers,
there will be no problem in every
transaction.
Consumers– The results of the
study could raise certain
awareness regarding fraudsters
and scammers from online selling
to consumers. It also helps saved
time for both customers and
retailer, that’ s why some people
prefer to buy online on facebook
marketplace because it is not
difficult.
Online Sellers– This study will
also give insights and wider
perspective to online sellers who
want and already planning to start
their online business.
Future Researchers– The
results of the study will serve as a
basis for future researchers who
plan to conduct research study
related to this topic.
SCOPE AND LIMITATION
This study focused on the online sell-
ers It was conducted at Puerto
Princesa City during the first semes-
ter of the School Year 2021-2022.
This study will contain information’s
about web-based selling utilizing
Facebook commercial center as a
cutting-edge stage for leading busi-
ness. This will likewise cover the is-
sues experienced by both the web-
based merchants and customers
when utilizing facebook commercial
center. This will likewise show viabil-
ity of utilizing facebook commercial
center as far as quality and cost, and
the distinctions of items they pur-
chased through on the web and the
one in the market as far as quality
and cost. To have a reasonable spot-
light on this subject, the analysts ex-
1
clude different elements that influ-
ences the pay of the web-based
dealers. This review will delimit the
examination to online venders utiliz-
ing Facebook commercial center in-
side the space of Puerto Princesa
City. Online dealers from outside the
city of Puerto Princesa is avoided be-
cause of inadequate as far as corre-
spondence solidness and different
troubles. The method of getting infor-
mation is through web-based inter-
face and electronic gadgets would
most likely be used for prudent
steps.
Definition of Terms
Facebook
- is a social networking website
where users can post comments,
share photographs, and post links to
news or other interesting content on
the web, chat live, and watch short-
form video.
Online selling
-is the process of selling products
on an online platform.
Customer satisfaction
-is defined as a measurement that
determines how happy customers are
with a company’s products, services,
and capabilities. Customer
satisfaction information, including
surveys and ratings, can help a
company determine how to best
improve or changes its products and
services.
Internet fraud
- involves using online services and
software with access to the internet
to defraud or take advantage of
victims. The term "internet fraud"
generally covers cybercrime activity
that takes place over the internet or
on email, including crimes like
identity theft, phishing, and other
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
hacking activities designed to scam
people out of money.
Customer's Perception
-the customer collects information
about a product and interprets the
information to make a meaningful
image of a particular product.
II. REVIEW OF RELATED
STUDIES
REVIEW OF RELATED LITERATURES
(FOREIGN)
The purpose of this quantitative
research is to explore the
effectiveness of using online
marketing, specifically using
Facebook marketplace. Below are
some of the related literatures that
were used.
Schakowsky and Castor (2021)
introduced the Online Consumer
Protection Act (OCPA) this legislation
will address shortcomings of Section
230 of the Communications Decency
Act, which, along with overly broad
court rulings on it, have failed to hold
online platforms accountable to
consumers. As they saw that
companies have allowed harmful
content to spread across their
platforms in violations of their
promises to customers. Online
Consumer Protection Act will hold
these companies accountable and
ensure that if its illegal offline, then
it’s also illegal online. The Online
Consumer Protection Act will protect
consumers by ensuring online
platforms have clear, transparent
terms of service that must be
enforced. In an increasingly online
world, this will provide peace of mind
for online consumers and allow the
FTC to better execute their authority.
Social media companies and online
marketplaces should enforce the
rules they make and be held liable
when they fail to do so. I look forward
1
to working with my colleagues on
both sides of the aisle on the
Consumer Protection and Commerce
subcommittee and pass this
legislation swiftly to protect
consumers and end the harmful
business practices that have
permitted disinformation and fraud to
spread across the internet.
Vukadinovic (2016). Facebook is a
giant in the social space with about 3
billion daily active users. According to
statistics, there are about 80% of
marketers who have used and
continue using Facebook in
distributing their content and
promoting their business, however,
less than half only of these users who
use Facebook as marketing tool, rate
Facebook as effective. Vukadinovic
(2016) presented five things a
businessman should remember if he
tends to use Facebook as a
marketing tool. These are the
following: humanize your business,
share content worth sharing, include
video whenever possible, invite
people to opt in at the right time, and
focus on engaging your audience.
With proper combination of these five
presented ways, your business will
surely be recognized across the
globe. Dehghani and Tumer (2015)
examined and discussed the
effectiveness of advertisements in
enhancing consumers’ purchasing
intentions on Facebook. They made
a questionnaire to examine the
effectiveness of advertisements by
including 320 undergraduate
students of Cypriot universities. The
questionnaire consists of three parts,
first, demographic questions were
asked from participants (gender, age,
and monthly income of family).
Secondly, questions related to the
perception of the advertisement and
brand groups shown on Facebook.
Thirdly, a five-point Likert type scale
questions to record their perceptions
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
of multiple variables (Facebook
advertising, brand image, brand
equity, purchase intention). The study
results show that Consumers’
opinions on Facebook advertising will
positively affect the Firms brand
image, brand equity, and consumers’
purchasing intention. In addition to
that, it shows a high percentage of
correlation between variables, which
indicates the process of obtaining
and exchanging information through
Facebook facilitates public
participation. Moreover, many of the
users agree that their wishes to buy
brands has increased as an outcome
of seeing the most “likes” and
“shares”, which proposed that the
brand is reputable. The advancement
of technology offers small business
leaders an opportunity to evaluate
data and use the information to
improve their productivity (Keegan &
Rowley, 2017). According to Dolan,
Conduit, Fahy, and Goodman (2017),
online marketing increased in content
and changed the way individuals and
organizations interact. To realize and
understand the potential benefits of
online marketing, small retail
business leaders need to ensure their
processes align with technological
advancements. Failing to recognize
potential benefits of online marketing
might cause loss of productivity,
revenue, and communication (Cheng
& Liu, 2017). To sustain a
competitive advantage and increase
revenue and communication, small
retail business leaders must plan to
satisfy customer requirements and
ensure innovative technological
strategies are implemented (Cheng &
Liu, 2017). Advertising is
synonymous with marketing to many
people. However, marketing is much
more than this and advertising is just
an element in the promotional mix.
American Marketing Association
defines advertising as “any paid form
1
of non-personal presentation of
ideas, goods and services by an
identified sponsor”. As Kotler and
Armstrong (2008) puts it, advertising
delivers information (on products,
brands and new product awareness),
reminds (through exposure repetition
and non-unique forms) and
persuades (by providing pleasant
impressions and generating sales).
Quinn (1985) looks at the aim of
advertising as to create a buying
response, or at least to produce a
desire to find out more. The types of
advertising were outlined by Aaker
and Mayaers, (1975) as to inform, to
persuade and to remind consumers.
Kotler (1994) describes advertising
as an important tool which
companies use to persuade buyers
and the public. Advertising media is
defined by the American Marketing
Association as “the various mass
media that can be hired to convey
advertising messages to prospective
audiences or target markets for
products, services, organizations, or
ideas”. Traditionally this represents
newspapers, magazines, radio,
television, outdoor advertising, transit
advertising, and specialty advertising.
These are the traditional advertising
media. Gurevitch Coleman & users and social networks such as
Blumber (2009) observed a decrease
in the number of people following the
traditional media. Consumers have
begun to use more of the web-based
social networks, due to advances on
electronic communication devices
and the internet. Online shopping
scams involve scammers pretending
to be legitimate online sellers, either
with a fake website or a fake ad on a
genuine retailer site. While many
online sellers are legitimate,
unfortunately scammers can use the
anonymous nature of the internet to
rip off unsuspecting shoppers.
Scammers use the latest technology
to set up fake retailer websites that
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
look like genuine online retail stores.
They may use sophisticated designs
and layouts, possibly stolen logos,
and even a domain name similar to
an authentic retailer. A newer version
of online shopping scams involves
the use of social media platforms to
set up fake online stores. Scammers
open the store for a short time, often
selling fake branded clothing or
jewelry. After making a number of
sales, the stores disappear.
Scammers also use social media to
advertise their fake website, so do
not trust a site just because you have
seen it advertised or shared on social
media. The best way to detect a fake
trader or social media online
shopping scam is to search for
reviews before purchasing (Fried,
2021).
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, 2008). The amount of web
Facebook is reciprocally beneficial for
marketers and consumers. Maria
Popova of Brandweek (2007)
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 “opinionating”: “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
1
Popova‟s words, “if I choose to
engage with your message, what’s in
it for me?” (Obermire, 2007). Social
media behavior (Alahmad, 2020) has
significantly modified the nature of
human activities, habitats, and
interactions. Real-world social
relationships have been migrated to
the virtual world, resulting in online
communities that bring people
together from across the globe.
Social media has a major effect on
changing the contemporary
marketing approach. It has
established a connection between
marketers and other consumers,
creating new possibilities and
opportunities with the aim of
increasing consumer brand
awareness. Advertisement nowadays
using social media such as Facebook
for small corporations, companies,
and business is less expensive and
not risky compared to non-virtual
media. Facebook has created
opportunities for advertisers and
consumers to benefit and ease from
the comments and observations that
others post on social media.
Literature on economics, marketing,
and management information
systems point out that seller
experience typically serves as a good
proxy for trust, and product
conditions such as new or used items
imply differences in information
asymmetry. As online buyers and
sellers are typically unable to
physically meet, trust and information
asymmetry issues become extremely
important in the cyberspace [Huston
& Spencer 2002]. There exists
information asymmetry between
consumers and sellers. However, this
information asymmetry typically
transforms into trust eventually and is
also heavily dependent on seller
experience according to prior
research [Ba & Pavlou 2002;
Livingston 2005]. To overcome the
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
barriers in online marketplaces
related to trust and information
asymmetry, and improve auction
performance, sellers can use various
auction listing options and tools
designed by the online auction house
to construct different selling
strategies. For online sellers, a big
challenge is to earn trust from online
buyers in cyberspace. Analytical and
empirical studies on online trust
issues abound [Ba & Pavlou 2002;
Dellarocas et al. 2004; Dewan & Hsu
2004; Houser & Wooders 2006;
Resnick et al. 2006; Resnick &
Zeckhauser 2002]. This stream of
studies mainly addresses the
effectiveness of online feedback
system and how to better utilize them
[Jøsang et al. 2007; Zhang 2006];
and Online trust building. While the
trust issue between online sellers and
buyers attracts significant amount of
research, the differentiation on sellers
is not well addressed. Existing
studies on online auctions usually
treat sellers as a homogenous group
except for the degree of perceived
trust to buyers. Literature on sellers’
behavior or selling strategy studies
can be summarized as follows.
Resnick et al. [2006] and Anderson et
al. [2007] explore the selling
strategies in eBay but discuss only
limited selling options available in the
past. Lucking-Reiley et al. [2007] and
Anderson et al. [2007] study the
determinants of bids attracted,
auction success, and prices.
Products in used condition imply a
quality uncertainty issue to buyers. In
used goods literature, ‘lemon’
problem is a well-known problem in
traditional marketplaces in the area of
economics. The classical study of
Akerlof [1970] demonstrates adverse
selection due to asymmetric
information among sellers and buyers
of used cars and when taken to the
1
extreme can cause total market
failure.
Online Marketing helps company
reach their target customer thru the
use of internet. Internet marketing
help the company to put up a better
communication and improved
relationships between customers and
the company. As stated on the
Manila Bulletin (2011), "The Internet
provides endless opportunities for
your businesses to market your
company and your product at the
comfort of your homes and offices.
Internet marketing may be described
and defined in many ways,
depending how you make use of the
Internet to help your business grow".
Online Marketing can generate much
revenue not only in the Company but
also the other country. According to
Emmie Manila Bulleting (2012), the
company expects its overall business
in the region to grow 100 percent
year-on-year and up to "infinity" in the
Philippines, which at this point, has
only 10 percent of its travel market
online, as opposed to neighbors like
Singapore, with 35 percent CEO Dan
Lynn explained.
Within the past three decades the
global economy has witnessed
tremendous change of technology
advancement particularly information
technology. ICT has continued to
revolutionize the way we do
business, interact and live.
Information technology has disrupted
the business world and have
rendered most outstanding theory
and principle of marketing invalid and
irrelevant such that any organization
that fail to embrace technological
advancement and innovation in
information technology will have no
place to compete in the twenty first
century business environment
(Preeti, 2018; Belch & Belch, 2004).
Google (2007) contended that the
extent of individuals approaching the
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
web is developing yearly by a normal
of 3.8 percent more than the
development rate in the total
populace. Belch and Belch (2004)
further noticed that the internet has
been developing quickly in excess of
multiple times both in its application
and clients since the 1980s to a great
extent due to its imbedded highlights
counting adaptability, personalization
and intelligence. Information
technology has span the numerous
troublesome holes existing in the
association in the past in this manner
driving the benefit of the association
in the present serious climate (Devi
and Konti, 2011). Every strategic
tools of the organization to achieve
competitive advantage in today’s
competitive business environment
must incorporate one or more aspect
of the information technology. This is
partly because it enables an
integrated and coordinated
mechanism of sharing information
across the partners and audience
involved in the implementation of a
strategy. As argued by Preeti (2018)
information technology has
revolutionized the means at which
organization communicate to both
existing and prospective customers,
increasing return on investment and
reduce cost of reaching out to the
customers. As argued by Devi &
Konti (2011) online marketing bring
the organization products to the
doorsteps of the customers
regardless of the location in the world
as long as the customers have
access to the internet. It provides the
organization a better understanding
of what the customers wants based
on what is often seen bought
widening the products distribution
channels, boosts sales, track real
time data of marketing performance
among others. Edosomwan,
Kouame, Prakasan, Seymour, &
Watson (2011) argued further that
1
online marketing’s power comes from
the fact that it gives any organization
a wider access to a variety of a
possible and potential customer from
all across the globe. The fact that
there are more than 1.5 billion people
that uses the internet world wide and
more are joining as we speak.
Internet therefore provides the
greatest platform for any online
activities or endeavors. Similarly,
internet allow the organization to stay
connected with the customers (old
and prospective) in real time. The
internet provide platform to send
messages to all customer
simultaneously of any upcoming
event, sales promo and many faster
and at a minimal cost. Online
marketing therefore provides a better,
faster, more reliable, more
economical, more profitable platform
to reach more target audience at
once within the shortest time frame
and providing the organization
opportunity to achieve more at a
lesser time frame (Picton &
Broderick, 2005).
According to Phili Kotler and Kevin
Lane Keller (2006), marketing "deals
with identifying and meeting human
and social needs." In other words, it
is "meeting needs profitably."
Marketing plays a major role in the
society today as it becomes the link
between producer and consumer.
The living standards of society
continues to improve because of the
goods produced by many including
the competition (Joshi, 2012).
Nowadays, competition in the
marketing field is at its peak,
marketers are striving to look for
novelty and inventive ways to further
boost their respective brands to the
top. In the more recent years, they
have started to experiment on social
media and the internet. Social media
is indubitably a global phenomenon.
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
As social media continues to thrive,
new social media sites continue to
emerge (Nielsen Holdings, 2012). It
is based on three key elements:
content, communities and Web 2.0;
wherein it is the interaction among
individuals within communities
creating, sharing and exchanging
information through the web
(Ahlqvistt, Back, Halonen, &
Heinonen, 2008). Social media are
now important to organizational
communication processes because
of it flexibility (Treem & Leonardi,
2012). Moreover, it has become a
cost-efficient marketing strategy as it
allows users to become a producer of
content and deliver such content
through interactive communication.
Social media is used because it has
many advantages for time, relations,
audience, and cost issues. Marketers
have then realized the capacity of
social media as a powerful tool. This
encourages them to use it more
intensively (Kirtis & Karahan, 2011).
Truly, social media is a significant
phenomenon because of the
numerous advantages that it offers. It
is common to adapt a product or offer
to the behavior of an individual buyer
in online selling. This does not,
however, hold for influence
strategies. Despite the fact that
products are frequently advertised as
“bestsellers” (the consensus
strategy), “promoted by experts”
(authority) or “only available today”
(scarcity), they seem to be used
regardless of the responses of
individual consumers or, if optimized,
optimized based on group-level
effects. There are a number of
studies in the fields of electronic
selling and information systems on
how influence strategies can be
applied online. Although some of
these indicate that certain effects of
promotion are replicated from offline
to online, the diversity of findings
1
implies that the implementation
should be carefully adjusted for
digital use. While there are existing
examples of how scarcity, authority,
and consensus strategies can be
implemented in online marketing,
strategies which rely on interpersonal
relationships (e.g., liking, reciprocity)
are not well established.
E-commerce or online commerce
is never an easy choice for luxury
marketers. Several years ago, when
marketers were arguing about e-
commerce for luxury brands, selling
luxury products online is like tasting
the apple in the Garden of Eden,
alluring but perilous [Tungate, 2009;
Kapferer & Bastien, 2012; Geerts,
2013]. Most luxury shops did not dare
to enter the world of internet selling
mostly because their target shoppers
are generally older and less
adventurous than regular shoppers.
[Tungate, 2009]. Furthermore, as an
open, cheap, free and fast medium,
the Internet seemed not to be
compatible with luxury brands that
are considered to be exclusive,
elegant, expensive and timeless
[Kapferer & Bastien, 2012]. However,
using the medium internet can also
help propel the brand to be known
globaly. In addition, the rise of young
affluent and the success of online
luxury retailers like NET-A-PORTER
start to attract luxury marketers to sell
their products online [Tungate, 2009].
As the online environment and luxury
industry evolve, more and more
businessmen are optimistic about
online selling and believe that the use
of internet can help luxury brands to
grow [Hennigs, Wiedmann, & al. (2003) indicate that shopping
Klarmann, 2012; Okonkwo, 2010;
Guercini & Runfola, 2015]. Many
luxury brands and online retailers are
struggling with how to sell luxury
products online. Buying such
premium estimated brands online
suggests an undeniable degree of
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
hazard for purchasers since their
assessment of the items can't be
founded on immediate, substantial
encounters with the item. This review
proposes that retailers can lessen the
apparent danger by adding a quality
mark to an extravagance item. Be
that as it may, the viability of such
quality mark relies upon the social
direction of the shopper. Thusly, we
expect a quality mark just to be
compelling for high vulnerability
aversion purchasers.
Consumers’ shopping orientations
play a crucial role in their online
purchase intention. Ling et al. (2010)
find that brand and quality orientation
are positively related to online
purchase intention. On the other
hand, Thamizhvanan and Xavier
(2013) do not find an impact of brand
and quality orientation on online
purchase intention. Hence, previous
studies have contained mixed
findings about whether brand and
quality orientation influence online
purchase intention. In addition, some
studies focus on price
consciousness, convenience,
recreational shopping, variety
seeking, entertainment orientations,
and impulsiveness. It has been found
that (1) consumers who purchase
more items on the Internet are more
price sensitive, (2) consumers who
are loyal to websites prefer to
purchase online more, and (3) people
who spend more time online buy
more items (Calık & Ersoy, 2008;
Girard & Silverblatt, 2003; Ling et al.,
2010; Park, 2002; Thamizhvanan &
Xavier, 2013). Conversely, Brown et
orientations do not have a direct
impact on online purchase intention.
Maoyan, Zhujunxuan and
Sangyang (2014, p. 93) define social
media as a “network and technology
which [is] used to create hot news by
Internet users, then communicate
1
and disseminate information [to] each
other” and social media marketing as
“community marketing which is a
kind of Internet marketing model, it
points to achieve marketing
objectives by participating in various
social media networks” (p.
93).Vinerean et al. (2013), Forbes
and Vespoli (2013), and Leerapong
and Mardjo (2013) analyse the
importance of social media and its
effects on online purchasing.
Vinerean et al. (2013) state that
social media influence online
shopping. Forbes and Vespoli (2013)
indicate that people consider the
views of opinion leaders in social
media when they make a purchase
and buy both expensive and
inexpensive products according to
their recommendations. Accordingly,
they advise companies to encourage
their customers to post on social
media. Another implication is that
consumer’s desire information now,
so there is a shift from traditional
social media platforms, such as
Facebook, to ‘quicker’ social media
platforms, such as Twitter. In
addition, Maoyan et al. (2014) study
social media marketing and find that
it has an effect on consumers’ online
purchase intentions with respect to
four factors: placement, marketing
activities, experiential marketing, and
interaction. These factors influence
consumers’ inner perception (i.e.,
perceived value and perceived risk)
and altogether, they affect online
purchase intention. In addition to this
study, Chaturvedi and Gupta (2014)
also observe the effect of social
media on consumers’ purchase
intentions. They conclude that social
media is a powerful and low-cost
platform for sales promotions to
attract and reach the maximum
number of consumers.
Research about online selling in
the Philippines shows that there is a
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
consumer-driven economy, that’s the
reason the use of eCommerce
platforms has been increasing.
According to research (Berita, 2021)
about online shopping, Filipinos will
spend almost $12 billion on
eCommerce platforms by 2025. So,
the rapid growth of online shopping
indicates tremendous opportunities
for eCommerce players. However,
the continued rise in eCommerce
platforms means you need to
understand the intensified
competition to make a better position
in the competitive market. To stand in
the highly competitive market, you
need to sell the right products and
understand the marketing strategies
timely. In the Philippines during
pandemic, e-commerce giants such
as Lazada and Shopee are becoming
more prominent in the market at a
gradual pace. Despite the more
relaxed situation then, many Filipinos
remain alienated from online
shopping. It wasn’t until a few months
ago during the lockdown that online
shopping has been amplified further
and integrated further into the lives of
Filipinos. In fact, a report published
by Facebook has found that the e-
commerce industry has been
propelled further by the pandemic.
On the review of Shafiyah, R.
Alsaqour, Shaker, O. Alsaqour, and
Uddin (2013), about electronic
commerce, they defined electronic
commerce or ecommerce as the
upholding of business affiliations,
disclosing business
Information, and making business
negotiations using telecommunication
networks such as the internet. The
emergence of this type of business
made gradual yet drastic changes in
the economies on most of the
countries across the globe. It helped
the people in purchasing products
with fewer cost and effort. It also
helped the business-minded people
1
in reducing their work yet earning a
profit by giving them a virtual space
for their stores by setting an actual
and physical one. Also, ecommerce
aided the citizens in providing job
opportunities from different fields like
entrepreneurial studies,
management, and marketing. Their
review also enumerated the striking
features of electronic commerce
which includes ubiquity, richness,
interactivity, personalization and
customization, global reach, universal
standards and information density.
These features showcased why
electronic commerce is growing
popular and widely accepted by the
people. Although, the researchers
still indicated some problems in this
developing e-commerce namely
cultural obstacles and legal
challenges, despite those, they
concluded electronic commerce as
one who could deal an extraordinary
change in the world.
Vaghela (2014), stated that online
shopping is a method of shopping for
goods and offerings from dealers
who promote and sell their products
and services in internet. Since the
World Wide Web (WWW) emerged,
retailers have found a way to sell
their merchandise to people who surf
the internet. Shoppers can visit
internet shops from the convenience
of their home and relax as they shop
in front of their computers. Today,
online shopping has come to be
popular among people; they have
been very cozy in using the internet
and turned out to be technology
experts. The increasing popularity of
online shopping among the people
prompted the researchers to study
the utilization of electronic commerce
and the perception of the people
towards it. This study sought to
discover the standpoint of online
buyers towards online shopping and
also distinguish this perception of
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
gender vise. This study gathered
data and analyzed that customers
see purchasing online as way better
than manual shopping and most of
the online buyers are fulfilled with
their online buying transactions.
Online buyers access their internet
on their home, office, and school.
Most of the customers shop for
accessories, clothes, and electronic
appliances. Providing their credit card
number and not seeing the products
personally, are the most alarming
barriers of online shopping.
Customers agree with the fact that
purchasing online is costly than
manual shopping and it takes extra
time for their purchases to be
delivered to them.
Internationally, Peng (2018), in
their study, affirmed that internet
shopping has investigated essentially
worldwide over the most recent
couple of years. Taiwan is no
exceptional case. May despite that
Taiwan has encountered a
development in internet shopping, it
seems to linger behind whatever is
left of the created nations in Asia.
Concentrate on the variables which
impact purchaser's web-based
shopping trust, and fulfillment is in
this way focal all together for Taiwan
merchants to build up the proper
techniques for online exchanges.
This paper seeks to perceive what
are the primary components of the
purchaser's expectations to
repurchase online in Taiwan;
grounded chiefly on hypothetical
models, for example, Technology
Acceptance Model (TAM) this
investigation extraordinarily points to
perceive whether there are relations
between buyer's repurchase aim and
saw value, seen usability, saw
security, buyers' trust, and shoppers'
fulfillment. An overview was led with
225 legitimate buyers from Taiwan
utilizing an organized self-managed
1
poll and information was broke down
utilizing Partial Least Squares (PLS)
Structural Equation Modeling (SEM).
From the outcomes, we
accomplished new experimental
proof for applying trust and fulfillment
for considering shopper repurchases
goal. The results demonstrate that
apparent value, and saw usability,
utilize huge positive effect on
customers' trust. Thus, fulfillment is
affected by apparent handiness,
perceived convenience, and
perceived protection, which by
implication impacts repurchase aim
of the customers. Hence, the online
retailer must focus on the mechanical
qualities of their shopping site to
decrease the protection worry of
purchasers concerning unapproved
access and auxiliary utilization of
their own and money related
information that can make strides
buyer trust and fulfillment towards
shopping site, and lead to repurchase
expectation.
The emergence of electronic
commerce generated some effects
and benefits, especially in the
perspective of the customers. As
stated by Khan (2016), on his study
about the impact of e-commerce in a
developing economy, the significant
benefit of e-commerce through the
eyes of the online customers was
that they could conserve their time as
they could easily access the online
business wherever they want and
order a product whenever it is
suitable for them. Besides, the
customers who were not really into
social discourse could be comfortable
for this business did not require
personal interaction with the online
business providers. The customers
could also easily switch from one
online business site to another
without anyone intervening them if
the business from one online
business did not meet their
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
satisfaction. Moreover, some
products which were not yet released
in the physical market could be
purchased online; hence, this gave
them broader access to the products
in comparison before. The customers
had also wider access of product
data from the reported information of
the products by the business to the
posted online reviews of the products
or the business site itself. This
research went well to another study
of Ozlen, Mekic, and Kumbara
(2014), as they also indicated that the
adoption and acceptance of
electronic commerce gave an
advantage for the customers to buy
products online wisely mainly by
having comprehensive access to the
information of the products offered by
the businesses. Having a more
informative product information
helped them in their decision-making,
taking into consideration other
available products as alternatives if a
specific product is insufficient for
them.
Despite the advantages and
benefits of e-commerce, online
customers also experience problems
and inconvenience while shopping
online which could also affect their
perceptions towards electronic
commerce. Sivanesan (2017), said
that online customers commonly
suffer from the transaction and
delivery of the products ordered.
Sivanesan further explained that the
delivery point did not reach the area
of the customers which resulted in
the delay of delivery. The customers
had to wait for a week. Product
information and quality were also
insufficient for the customers as they
would sometimes receive damaged
goods or defective products.
Karthikeyan (2016), added that the
customers were also facing defective
products, refund issues, and lack of
response to customer care, apart
1
from the delivery issues. Khan
(2016), continued to enumerate these
problems experienced by customers.
Khan stated that the lack of security,
standards, and protocol of online
businesses led to the loss of the
customers’ money. Furthermore,
customers also deal with the high
price of having an internet
connection. Lastly, the most
significant factor customers had to
face is the trust issues. These trust
issues encompass mainly on the
rules and judicial adjustments which
can make the online transactions of
electronic commerce invalid and
technically illegal.
Concerning the trustworthiness of
electronic commerce, given the good
and adverse effects of e-commerce,
trust plays a pivotal role in both for
customers and the online sellers.
Trust is one of the essential elements
of human emotions (Winnie, 2014). It
is also one of the essential factors in
electronic commerce for this is
affects the purchase intention and
motivation of the online customers
towards the online business and its
product offering. According to
Lanford and Hübscher (2014), the
guidelines that would help the online
websites to be called as a trustworthy
site are to satisfy the expectations of
the customers, to manifest technical
abilities and competence, and to
prioritize the interests of the
customers. Reducing the possible
risk that would be encountered by the
customers, asking the private
information of the customers only if
necessary, and establishing a good
image are also part of the guidelines.
These guidelines were the basis of
the trust of the customers in building
a relationship with the business and
having an interest in purchasing the
products. Panula (2017), in her study,
added that the website, and its
product and business information
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
must possess clarity and
discoverability to boost the level of
trust of the customers to the
business. Finally, trustworthiness
relied on the service of the electronic
commerce to online customers, quick
deliveries, and fast responses from
feedbacks.
Changchit (2006), stated that there
were five factors which were
perceived by the customers as either
good for the online business which
encouraged them to continue
shopping online or poor for the online
sites which made the customers stick
to the brick and mortar stores. The
factors were perceived risk with
online shopping, perceived ease of
online shopping, experience with
online shopping, perceived benefits
of online shopping and perceived
uncertainty of online shopping. The
factors that resulted to higher rates
by the respondents were the
perceived ease, experience, and
perceived benefits of online
shopping. These results pointed out
that these are rated by the customers
who experienced and viewed online
shopping as a convenient way of
buying products. On the other hand,
the remaining factors namely the
perceived risk and perceived
uncertainty of online shopping got
lower rates by the respondents that
only showed that there were
customers who faced these problems
while shopping online. The results,
then, suggested that online business
providers should maximize their
security in their online businesses.
Also, they must inflict to the
customers the feeling that they are
certain while buying online,
specifically by assuring the delivery
dates and methods and having a
return policy with ease.
On advanced Internet Policy
Report, (2009) it is demonstrated that
Promotion on internet by advertising
1
quickly acquiring the reliability of
marketer than that other tools of
Marketing. This report also explored
that online advertising, which has a
market value of $40 billion at 2009
that tend, doubled in 2010 (Advanced
Internet Policy Report, 2009). Online
advertising is alive for round the clock
and that leads to gain the return on
investment of advertisement. On line
advertising is preferable by the
marketer because the target is more
precise and provides specific
measurement about the target than
other marketing media. In recent
times social networking websites not
only provides a space for individuals
to interact with other people, but also
provides a good opportunity for
businesses to reach their target
customers by means of advertising.
Form of advertising on online that
focuses on and is given social
networking sites is called social
network advertising (Mrinal, 2008).
These types of advertising have the
potential to enable near universal
free or cheap access to services and
content (Advanced Internet Policy
Report, 2009).
Viral advertising has become a
way in which retailers are marketing
and providing more information on
their brands or products. A viral
approach to online advertising has a
major advantage because
communication is more targeted to a
brand’s intended consumer (Bampo
et al., 2008). This can be attributed to
the fact that “viral communication
affords the marketer a greater degree
of creative license through a
message delivery medium that is
more intimate and personalized,
thereby increasing the likelihood of
reaching hard to get audience
members” (Bampo et al. 2008, 274).
Viral advertising is “unpaid peer to
peer communication of provocative
content originating from an identified
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
sponsor using the Internet to
persuade or influence an audience to
pass along the content to others”
(Porter and Golan as cited by Chu
2011, 31). Viral advertising differs
from UGC because an identified
sponsor is associated with the ad,
thus signifying the origin of the ad
and who created it. Numerous
studies of viral advertising have
found that humor, sexuality, stealth,
and positive experiences are relevant
factors that contribute to the success
of viral advertising.
It is vital for retailers and
marketers to be aware of the factors
that affect consumer attitudes and
motives because consumers are
increasingly creating content about
brands, something previously
controlled solely by companies
(Heinonen 2011). As a result, current
research has examined what aspects
of social media sites affect consumer
attitudes and motives. Chu (2011)
examined the link between Facebook
brand related group participation,
advertising responses, and the
psychological factors of self-
disclosure and attitudes among
members and nonmembers of
Facebook groups. The study
determined that users who are
members of groups on Facebook are
more likely to disclose their personal
data than nonmembers are. Chu
(2011) explains group participation
and engagement with online ads
requires a higher level of personal
information because users openly
reveal their connections with
Facebook groups and promote
brands or products when they pass
on ads to their friends. “Facebook
groups provide channels that
consumers deem useful when
seeking self-status in a product
category, as does passing on viral
content about brands to their social
contacts” (Chu 2011, 40).
1
 Sorescue et al. (2011), stress that
a retailer must go beyond the
advertising aspect of social
networking sites and find
groundbreaking ways to use them as
a way to conduct conversations with
consumers, instead of a one-way
communication network. Sinclair and
Vogus (2011) determined that large
companies are regarding social
media sites as strategic tools and
some businesses are even hiring
employees to oversee their social
media pages. “Consumers are no
longer passive receivers of marketing
messages; instead, they are using
Facebook, MySpace, YouTube, and
Twitter to voice their opinions-both
positive and negative” (Sinclair and
Vogus 2011, 293). Consumers’
participation with a brand on social
media reinforces the need for
retailers to be active participants in
social networking sites and the virtual
brand communities they create.
Another important component of
an online marketplace is the
community of buyers. Sellers need to
trust that buyers can complete
transactions with competence,
benevolence, and integrity. This
research considers trust in the
community of buyers rather than trust
in specific buyers since, as
mentioned earlier, most transactions
occur between sellers and buyers
who are unfamiliar to each other
(Chong et al., 2003; Resnick and
Zeckhauser, 2002). Because of this,
familiarity with a specific buyer, which
is a building block for trust (Gefen,
2000), is hard to achieve in the online
context. Trust in the community of
buyers serves as a “generalized
trust” (one-to-many), which has been
conceived of as the major influence
on trust in a specific buyer from
within that community (one-to-one,
also referred to as “dyadic trust”)
(Pavlou and Gefen, 2004). The
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
emphasis on trust in a trustee
community, as opposed to trust in a
specific trustee within it, presents
“new avenues of research on the
topic [of trust]” (Pavlou and Gefen,
2004 p.52). Thus, a seller’s cognitive
trust in buyers (the community of
buyers) is defined in this study as a
seller’s subjective beliefs that buyers
will behave in accordance with the
seller’s confident expectations by
showing ability, integrity, and
benevolence. A seller’s affective trust
in buyers is defined as a seller’s
subjective feeling that relying on
buyers of an online marketplace for
businesses is secure and
comfortable.
An e-commerce intermediary is a
third-party institution that uses Web-
based infrastructure to facilitate
transactions among buyers and
sellers in its online marketplace by
collecting, processing, and
disseminating information (Pavlou
and Gefen, 2004; Sarkar et al.,
1995). Examples of e-commerce
intermediaries include eBay.com,
Amazon.com, and uBid.com, among
others. E-commerce intermediaries
perform essentially the same
functions as traditional markets in
matching buyers and sellers,
facilitating transactions, and providing
institutional infrastructure, but in
different ways and with different foci
(Giaglis et al., 2002). For sellers,
online intermediaries can help them
obtain market signals, reduce search
costs, discover better prices, deliver
products at a lower price, facilitate
transaction settlements, and monitor
buyers (Bakos, 1998; Giaglis et al.,
2002). Sellers need to trust that the
intermediary performs these
functions honestly, competently, and
with the sellers’ best interest in mind.
This study has adapted Pavlou and
Gefen’s definition of trust in the
intermediary and defines seller’s
1
cognitive trust in the intermediary as
a seller’s subjective beliefs that the
intermediary will institute and enforce
fair rules, procedures, and outcomes
in the marketplace, competently,
honestly, and in the seller’s best
interest, and if necessary, will provide
resources for the seller to deal with
buyers’ opportunistic behavior.
Applying Komiak and Benbasat’s
conceptualization of affective trust
(2006), this study defines seller’s
affective trust in the intermediary as a
seller’s subjective feeling that relying
on this intermediary for conducting
business is secure and comfortable.
Review of Related Literatures
(Local)
According to Arreola (2020),
technology has already transformed
online business transactions into an
infinite marketplace where
conducting business has become
more convenient and efficient for
both vendors and vendees. E-
commerce websites such as Lazada
and Shoppee are the forefront of
these online shopping platforms with
expected surges in sales revenues in
millions of pesos.
Mallorca (2019) states that the
growth of many e-commerce
platforms is the effect of transition
from traditional shopping channels to
online platforms during quarantine.
With the absence of traditional
shopping channels, customers have
flocked to e-commerce platforms to
secure purchases and transactions.
Many stores and restaurants have
also transitioned online to secure
their target market.
According to PLTGEN, Vicente D.
Danao, Jr, 2018, while many online
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
sellers are legitimate, unfortunately
scammers can use the anonymous
nature of the internet to rip off
unsuspecting shoppers. Scammers
use the latest technology to set up
fake retailer websites that look like
genuine online retail stores. They
may use sophisticated designs and
layouts, possibly stolen logos, and
even domain name.
Facebook Philippines country director
John Rubio stated that, with strict
quarantine, Filipino consumers
shifted to online platforms for their
daily needs including groceries, food
delivery and even financial
transactions. Small-scale businesses,
especially those selling fashion items,
also use live selling to capture the
market. Live selling is when business
owners conduct an "auction style"
approach, showing consumers the
available items real time. In addition,
87 percent of Filipino respondents
said they're willing to spend more for
ease of access to products or
services, it said.
It is the policy of the State to protect
the interests of the consumer,
promote his general welfare, and
guard against deceptive or unfair
business practices, as it recognizes
the vital role of information and
communication technology, and the
importance of an online environment
conducive to social and economic
development. "Republic Act No.
10175 or the "Cybercrime Prevention
Act of 2012", which aims to regulate
access to and use of cyberspace,
provides that "all crimes defined and
penalized by the Revised Penal
Code, as amended, and special laws,
if committed by, through and with the
use of information and
communication technologies shall be
covered by the relevant provisions of
1
this Act: Provided, that the penalty to
be imposed shall be one (1) degree
higher than that provided by the
Revised Penal Code, as amended,
and special laws, as the case may
be."(Emphasis supplied)
In the Philippines, e-commerce
is mostly being implemented by
major retailers and multinational
corporations for bank-to-bank
exchange. A number of Business-to-
consumer transactions have
emerged through the years such as
auctions, online shopping, and online
banking (Lacson, Pasadilla, 2006).
This just shows that Filipino
businesses welcome this new
opportunity in selling goods since
16% of the population is using
Internet. This new marketing strategy
will not only benefit those big
companies but also the small
businesses who cannot afford to
advertise their products. Just by
creating a website in a very
affordable cost would make the
business grow in terms of sales and
enhance the company image as well.
Philippine firms have yet to fully tap
the potentials of e-commerce that will
help them to compete in domestic
and global markets. In the process of
preparing themselves to conduct e-
commerce, these firms will be
changing the way they do business.
These changes are expected to have
an impact on the welfare of Philippine
workers. Most efforts to measure the
economic effects of e-
commerce—including those on
workers’ welfare—have focused on
the U.S. and Europe, who are
considered to be the leaders in e-
commerce. (Roberto, 2002) In
general, it discusses the changes in
the nature of work from the front to
back office is likely within the sectors
performing services Employment
demand for these industries, they
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
may be focused away from agents
and blue collared workers, toward
higher management and executive
staff.
As Filipinos entered the 21st
century, local e-commerce
transaction reached Php 1 billion. It
shows that there’s at least one billion
transaction sales growth annually. If
this trend continues, figures can
reach up to Php 20 billion as more
businesses conduct online
transactions. If significant economic
growth takes place in the next 10
years, these estimates may even
double or triple (Toral, 2004).
One indisputable benefit of e-
commerce is its ability to reduce
transaction costs. For consumers or
buyers, this is most likely to take the
form of lower search costs and better
information on products and prices.
There could be drastic savings in
production and delivery costs of
electronic or digital goods as well.
(Lee, 2006)
Access as a variable of system
quality refers to the interaction of the
customer/user with the computer
system, wherein it deals explicitly
with the ease of access or
accessibility. The system quality is
defined and measured based on the
system feedback and how the
consumer can easily access a
platform (Jiradilok, 2014). A study
about the factors influencing the
online shopping experience includes
accessibility as an important factor in
purchasing intention because
consumers prefer a platform or a
channel with an accessible user
interface (Padmavathy et al., 2017).
Accessibility on online platforms is
seen as an opportunity to be used as
a channel, and the accessibility
towards these platforms urges the
users to share. It also promotes
social media use and online
shopping. Studies have shown how
1
accessibility plays a significant role in
developing positive consumer
behavior in online
Shopping (Hill et al., 2011).

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)

1
Conceptual Framework

INPUT Evaluation Process Output

A. Profile of the
Respondents
Involve in the survey

Age range: 17 – 40
Gender: 68.8% Female,
31.3% Male
Names:
Abol Sangcopan
Fatima Manggis
Shane
Distribution of -Documented
Fynze
Oscar Survey Research
Alexandra Velasco Questionnaire Output.
Lvag through Google -Increased
Aillenejanelle Form. number of
Pagdulagan publications.
Jena E. Guinita
Tarhati Palasigue
Avery Gabinete
Judith Rosel
Aizle Catain
Ryan Jay Palona
Krizztian Dela Torre
Jose Fidel Viray

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022) 2

 III. METHODOLOGY
The researchers have used
quantitative approach in their study
because it is the most appropriate
when collecting data, particularly in a
contrived situation. Since the
researcher’s aim is to know the
effectivity of Facebook as a medium
to online selling of the different online
seller in Puerto Princesa, we used
descriptive correlation as our
research design. Though survey
questionnaires, we are able to collect
needed information to come up with
our conclusion. In This research, we
used structured interview using
Facebook Messenger. The
researchers were able to get positive
responses from the online sellers that
we’ve found on a particular group
page, where online businesses
collide.
IV. PRESENTATION,
ANALYSIS, AND
INTERPRETATION
This study aims to know the
effectivity of Facebook marketplace
as a medium to online selling around
Puerto Princesa City. A total of 31
participants were surveyed and
observed individually to collect data.
This study answers the following
questions about the (1) problems
encountered when using Facebook
marketplace, (2) the difference of
Facebook marketplace to the actual
market, (3) the effectiveness in terms
of quality and price, and (4) the
difference of product bought online
and the one in the market in terms of
quality and price.
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
The Difference between Facebook
Marketplace and Actual Market.
There is a tremendous difference
between actual market and Facebook
marketplace. Some of those
differences are, in terms of payment,
when buying to actual market,
customers usually pay in cash, while
on Facebook marketplace, customers
pay on either cash on delivery,
through GCASH and/or bank
transfer.
In the actual market, customers
tend to go outside and transport while
on Facebook marketplace, customers
can actually buy their needs and
wants through just a single click in
their mobile phones or any device,
and pay electronically with a choice
of delivery.
Effectiveness of Facebook in terms of
Quality and Price:
It is observed that there is a slight
difference in terms of price but the
quality is still the same and fair.
Difference of Facebook
Marketplace to Actual Market in
terms of Quality and Price:
Majority of the respondent’s state
that they give a fair share between
price and quality or sometimes give a
customer-friendly strategy where they
give their products at its best quality
on an affordable price.
2
 Advantages of Facebook
Common Problems Encountered in Marketplace:
Online Selling:
In terms of income generation,
Bogus miners/buyers are the Facebook Marketplace as medium to
primary problem of the online sellers online business is highly
that we've surveyed. According to recommended. There is a over fifty
some of them, some of the percent increase in their capital when
customers they've encountered were they used Facebook on their online
backing out or ghosting them when business.
the day of release of the product
came. The demand on their products
also result to sudden changes which
lead them to have a low income.

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022) 2

 (Figure 1)

The pie chart shows that Facebook is effective as medium to online selling.
From the chart, sixty-one point three percent (61.3%) of the respondents rate
Facebook as an excellent medium to online selling. While thirty-two point
three percent (32.3%) rates Facebook as average, followed by six point five
percent (6.5%) poor ratings of the respondents.

(Figure 2)

Figure 2 shows that Facebook is effective in terms of income-generation

with the rate of ninety-six point eight percent. However, the remaining three
point two percent rates Facebook ineffective in terms of income-generation.

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022) 2

 (Figure 3)

Figure 3 represents the results of satisfaction ratings of the online sellers in

terms of price and quality of the product. Based on the results, the price and
quality of the product is satisfying with a percentage rate of fifty-eight point
one percent (58.1%) followed by highly-satisfying with the percentage rate of
thirty-five point five percent (35.5%). In addition, six point five percent of the
respondents give a moderate satisfaction rate. It can also be observed that no
respondent chose the unsatisfying option.

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022) 2


V. SUMMARY,
CONCLUSION,
RECOMMENDATIONS
Summary
The discussion on the
effectiveness of Facebook
marketplace as a medium based on
the survey is provided in the following
sections.
The question addressed include
the following:
How would you rate Facebook as
your medium to online selling?
Is Facebook effective in terms of
income-generation mean?
How much is your average income
in a month?
Sixty-one point three percent
(61.3%) of the respondents have rate
Facebook as Excellent based on their
experiences, while to thirty-two point
three (32.3%) said that Facebook is
Average in their online selling
experience. Six point five percent
(6.5%) have rate Facebook as Poor
medium to online selling. Ninety-six
point eight percent (96.8%) of the
respondents agreed that Facebook is
effective in terms of income
generation while the remaining three
point two percent (3.2%).
As discussed below, the online
sellers rate Facebook online selling
an excellent in terms of income-
generation, where the income that
they gain in a month is P5,000 below,
which is still a gain, despite in the
situation that were facing. Therefore,
Facebook as a medium is effective in
terms of income-generation and
continue to establish a great
advantage on the online business
industry. However, as online sellers
increase in Puerto Princesa City,
online fraudsters also increases and
spreading. Online seller must still be
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
aware of some uncertain
circumstances that they may
encounter in their journey to their
online business. Expected results.
Include a discussion of possible
errors. How did the data vary
between repeated observations of
similar events? How were your
results affected by uncontrolled
events? What would you do
differently if you repeated this
project? What other experiments
should be conducted?
Conclusion
The researchers found out that
Facebook as a medium in online
selling is effective in terms of different
aspects such as income generation,
price and quality promotion, and
customers' attractions. Every online
seller must have their own right
strategies and approach towards
their customers. The quality of the
products they sell must be enough for
its price. In that way they can gain or
get more customers that can help to
increase the sales income on their
product and may use to sustain their
daily needs in the family.
Recommendation
The researchers found out that
Facebook as a medium in online
selling is effective in terms of different
aspects such as income generation,
price and quality promotion, and
customers' attractions. Every online
seller must have their own right
strategies and approach towards
their customers. The quality of the
products they sell must be enough for
its price. In that way they can gain or
get more customers that can help to
increase the sales income on their
product and may use to sustain their
daily needs in the family. The
2
researchers recommend to all the
online sellers in Puerto Princesa that
there are some factors that may
affect their business like the internet
connection. They need to have a
stable internet connection in order to
deliver their product and pursue the
consumers to buy their products.
They should have different payment
methods like through Gcash,debit
card, credit card and cash on
delivery. Moreover, their products
must be clean to make sure that their
product will be popular among the
customers. Good approach towards
the customer is needed in every
business. The sellers must be patient
and understanding to build a good
relationship to the customers. We
would also like to recommend this
study to the local government of
Puerto Princesa to strengthen the law
enforcement in the city and
implement at their higher and proper
level to protect the rights of both the
online seller and their customer.
This study online focuses on the
effectiveness of Facebook
marketplace to online selling in
Puerto Princesa City so the
researchers would like to recommend
on the future researchers to conduct
further studies on the different social
media platforms that could be used
on online selling.
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APPENDICES
APPENDIX A
Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022)
Danao, V. (2018). Online Shopping
Scams, 1-2.
https://acg.pnp.gov.ph/main/types-of-
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convenience-live-selling-when-
shopping-online-facebook-study
De Lima, L. (2015). Advisory on
Online Shopping Fraud, 1-2.
https://www.doj.gov.ph/files/
ADVISORY%20ON%20ONLINE
%20SHOPPING%20FRAUD(1).pdf
Jiradilok, T., Malisuwan, S.,
Madan, N., & Sivaraks, J. (2014).
The impact of customer satisfaction
on online purchasing: A case study
analysis in Thailand. Journal of
Economics, Business, and
Management, 2(1), 5-11.
http://www.joebm.com/papers/89-
A00007.pdf
2
 RAW DATA (RESULTS)

APPENDIX B
STATISTICAL DATA (RESULTS)

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022) 2

 APPENDIX C
SAMPLE QUESTIONNAIRE (INCLUDING LETTER OF CONSENT,
DATA PRIVACY AGREEMENT)

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022) 2

 APPENDIX D

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022) 2

 OTHER DOCUMENTATIONS (PHOTODOCS/ DOCUMENTS/ LETTERS/ RECORDS)

Aganta, Armiza, Cariño, Mamarogong, Ferrer (2022) 2