KAPITOLYO HIGH SCHOOL

San Ignacio St. Bo, Kapitolyo Pasig City

Social Media Marketing:

THE EFFECTIVENESS OF FACEBOOK AS A FREE
MARKETING TOOL IN SELECTED ONLINE SELLER
LOCATED AT BARANGGAY PINAGBUHATAN, PASIG CITY.
By:
LANOY, SHEILA MAE VILLONES
SOQUILLO, KRIZZIA SHARLJAY CAVAN
DE GUZMAN, LANCE JERSEY RAFAEL
DAGUMAN, MA. SOPHIA PEÑARANDA
SABINAY, RICHELLE OBANDO
PADUA, ANGEL ROSTRO
ROSALES, KRISTINE DE VERA

RESEARCH PAPER SUBMITTED TO THE FACULTY OF THE

DEPARTMENT OF KAPITOLYO HIGH
SCHOOL-SENIOR HIGH SCHOOL, IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS OF THE SUBJECT

INQUIRIES, INVESTIGATION AND IMMERSION

JANUARY 2022
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Social Media Marketing:

The Effectiveness Of Facebook as a free marketing tool in
selected Online Seller located at Baranggay Pinagbuhatan,
Pasig City.
Table of Contents
CONTENT……………………………………………………………
ABSTRACT………………………………………………………………
BACKGROUND OF THE STUDY………………………………………
CONCEPTUAL FRAMEWORK…………………………………………
THEORETICAL FRAMEWORK………………………………………
HYPHOTHESIS OF THE STUDY………………………………………
STATEMENT OF THE PROBLEM………………………………………
IMPORTANCE OF THE STUDY………………………………………
SCOPE AND DELIMITATIONS………………………………………
DEFINITION OF TERMS………………………………………………
REVIEW OF RELATED LITERATURES…………………………
METHOD OF RESEARCH………………………………………
POPULATION, SAMPLE SIZE AND SAMPLING TECHNIQUE…
DESCRIPTION OF RESPONDENTS…………………………………
RESEARCH INSTRUMENT………………………………………
DATA GATHERING PROCEDURE………………………………………
PRESENTATION, ANALYSIS AND INTERPRETATION
OF DATA…….……………………………………………………………
SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS……………………………………………………
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ABSTRACT
As the number of active users on Facebook continues to grow, so does
the potential for businesses generated by Facebook users. This
research study explores how selected online sellers in Barangay
Pinagbuhatan, Pasig City, use Facebook to effectively promote and
market their products. The qualitative method was used in this study
to conduct an in-depth analysis and to ensure the replication of the
data to be addressed. The researchers preferred to use the convenience
sampling technique to carry out the study, which means they are
convenient respondents and data sources. Based on data analysis
supplemented online questionnaire surveys via Google form conducted
with the researchers, the study sheds light on the factors contributing
to high levels of social marketing and specially for the future
marketers. The findings show that Facebook as a marketing tool is
effective and convenient for sellers in Barangay Pinagbuhatan, Pasig
City. Visual content, such as photos and videos, as well as moderately
long posts, have a statistically significant positive effect on customers
and sellers' Facebook engagement. Last but not least, the study found
that the majority of sellers found Facebook to be an effective
marketing tool for selling their products even during the time of
pandemic.
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Chapter 1

BACKGROUND OF THE STUDY

Social media marketing has positive effects on your business. It offers
an opportunity for the public to find you on social media. The biggest
effect of social media marketing is that you can reach your targeted
audience, stay engaged with them, and respond to their queries
quickly.

Since many people now are using devices or social media to look for
items that they can buy online. The sellers are using media to post
items that they are selling so people will notice them. Why people are
using social media? yet many people are afraid to go outside because of
the pandemic cause we will not know if we are safe or what. That is
why many people are doing online shopping so they won’t get out of
their house thus the delivery will just come and give the items to
them. Social media as a marketing tool has huge benefits in any kind
of business, it offers better convenience and also an opportunity to the
public form to know and promote your business online. Effects that
have an impact on social media is how its people deal and make their
selves comfortable, it simply shows that it targeted audiences impact,
to stay engaging with them and responds to them. In the late 1970s,
two business-engaged

individuals realized that the marketing techniques are been used to

sell items to their customers could be also be used as “sell” ideas,
views, opinions, attitudes, and also behavioral acts. Based on Kotler
and Andreasen, social marketing is simply defined as “ only it in terms
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of marketers and his or her’s organizations goals do they differ from

other types of marketing”.

However, as Facebook gained popularity beginning in 2004, more and

more social media business marketing strategies were developed.
Today, this marketing tool has enabled both new and established
businesses to gain exposure without spending millions of dollars on
advertisements. At any given time, there are over 2 billion people
online. Approximately 23% of total internet time is spent browsing or
interacting with social media sites. A brand is followed by at least 53%
of people who use social media sites such as Facebook. With the help of
the global internet, an increasing number of customers (if not all)
expect their brands to have an online presence. As part of any digital
marketing strategy, social media marketing provides a plethora of
benefits to small business owners, including the ability to market their
products, target their audience, and build a brand following without
needing a marketing degree or breaking the bank.
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Conceptual Frameworks

PROCESS OUTPUT
INPUT
I.Selected Online
sellers located at I.Survey I. Efficiency of
Baranggay Questionnaires Facebook platform
Pinagbuhatan Pasig to their salary
City. rate
DEMOGRAPHIC
PROFILE
1.Name
2.Age II.Gather database II.The
3.Gender through Google Effectiveness of
4.Type of product you Form Survey. Facebook as their
sell chosen social
5. Monthly Salary media marketing
II.Factors that tool to sell.
consideredof choosing
III. Analysis and
facebook as their
Interpretation of
social media
the collected data.
marketing tool.
1. Conviniency
2. Financial
Capability
3. Self- Decision
4. Social Influence
5.Social Identification
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FEEDBACK

Theoretical Framework
The goal of this study is to figure out which hypotheses have been
incorporated in the theoretical framework. If the ideas of social media
marketing, particularly Facebook marketing, are better understood,
people’s behavior in a social media environment may be better
detected.
“A set of Internet-based apps that expand on the conceptual and
technological foundations of Web 2.0, and that allow the creation and
exchange of user-generated content,” say Kaplan and Haenlein (2010).
People can communicate with one another using social media (Neti,
2011).
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People can connect with others through social media by using the
Internet and a variety of services. Information and data can be
captured, collated, disseminated, and traded in seconds this way.
Kaplan and Haenlein categorized social media into six groups in a
paper published in Business Horizons (2010): With over one billion
active Facebook users (Facebook newsroom, 2014), marketers have a
huge opportunity to gain clients all around the world. Effective
marketing tactics can be used by marketers to boost consumer
engagement and attract new customers. Facebook is a social media
network that allows businesses to converse with their customers. It
fosters an open and transparent environment in which consumers and
marketers can freely exchange information. Krueger and Dunay
(2010). According to Smith (2009), Facebook’s new pages make it
easier for marketers to talk to their fans and provide new material.
Because page owners’ status updates and dialogues with their fans
will suddenly be much more apparent, Facebook pages may become
much more essential conversational platforms around the brand at
hand than they have been in the past.
However, according to Holzner, 2009.P.1, “on Facebook, the users, not
the advertisers, are in charge.” Organizations no longer have control,
and they must consider the new power of customers. Users can publish
unfavorable comments or information on their personal accounts, as
well as on the pages of organizations. This action can be repeated by
users, and it will remain on the page as long as the user who wrote the
comment or the page’s creator does not delete it. Furthermore, the
page’s owner has the option to monitor material and even impose
limits on select individuals. Users have the ability to positively spread
content and information among their Peers at the same time. Based on
the diagram of classification of social media Facebook are the one of
the most social media platforms use by more people, it is easy to
access, flexible and easily way to market business. Krueger, Dunay and
Smith statement are needed in our study, Facebook is a good platform
for interactions between seller and customer. It is beneficial for
businesses to obtain customer feedback and improve service.
Customers can access the information of a subbed Facebook page
online immediately. They can also see other customers’ reactions to the
products and share their own experiences.
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Hypothesis of the Study

The research study claims that the Facebook considered as a
convenient social media marketing tool since it has a huge influence
and audiences as well. In this approach, social media is a useful tool
for businesses to communicate with current and new customers while
also building a favorable brand image (Halligan and Shah, 2009;
Fortezza and Pencarelli, 2015). According to Duffett (2017), social
media customer attitudes are influenced by marketing messages.
Sellers preferred it’s comfortable platform to place and sell products
with no hesitation and it easily to communicate and interacts that has
been shown as the year goes by. The researchers claim that this aim
platform is mainly purposed to have explicit connection by buyers and
customers itself. It’s actually hypnotized by Facebook, that the average
number of members in a user’s network is 130, while an average user
is a member of 80 groups, community pages, or events on Facebook.
Compared to the other variables, the conceptual framework initiates
that the usefulness is much stronger to the intension of use. Similarly,
the social identification and social influence all have the beneficial
impact on actual use of Facebook as a marketing tool. Perceived
usefulness, ease of use, and perceived enjoyment are the criteria used
to determine Facebook usage intention, which influences actual usage.
Social influence and social identification variables play a role in the
latter. It claims it affects their direct income by the use the social
marketing strategies, increases the likelihood of giving trustworthy
recommendations to others in one's environment and is critical in
attracting new consumers.
In general, without such doubt that Facebook has been an useful
marketing tool in past years and even now, since a lot of audiences are
all have an freedom access in this platform. Moreover, it is convenient
and user-friendly. After all, the researched studies have been defined
as how effective Facebook marketplace in such sellers who used it way
better than in any platform markets. The researched gap present here
is mainly and highly point of this implemented study, the answers to
the is hopefully acknowledge.
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Statement of the Study

This study aims to determine and analyze how capable the Facebook
is, as their social media marketing tool for selected online sellers
located at Pinagbuhatan, Pasig City.

1. What are the benefits of Facebook compared to other social

media marketing platform ?
2. How important is Facebook marketplace for a seller presence in
providing concrete information?
3. How timely and relevant that the seller post through this
marketing tool with regards to the ongoing pandemic
4. How can Facebook can be used as a free marketing platform in
this modern era nor fashion trends?

Importance of the Study

In various ways, every study has its own importance and implication.
Pursuing this study will serve and give the readers a number of
purposes. The Researchers believe that this study will benefit the
following:

1. Online Sellers
Intend to know the difference between our past and present situation
wherein, in past situation we can be able to sell our products
physically and can be socialize with different negotiators. Giving them
a strategically format or a plan for their business also giving and
identifying possible outcome to sell or market online on their products.
This research will provide new insights to the future and current
online seller and might guide them how to use Facebook to sell online
and gain a lot of customers.
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2. Customers
Customers will gain insight into another marketing site where they
can view things that they need or want, as we are currently suffering a
pandemic due to the COVID-19 virus. It will assist them in
determining how they will be able to freely and safely provide feedback
and pleasure when interacting with this type of platform while
purchasing goods.
3. Manufacturers
The findings of this study may be useful to both current and future
manufacturers. This can be serves as a guiding material on how to use
Facebook Marketing to promote their businesses. This can be used to
prove that Facebook is an easy-to-use and low-cost marketing strategy.
Manufacturers should value Facebook marketing because it allows
them to expand their business by gaining more distributors and
connecting directly with customers.

4. Social Media Users

The potential of this study to elaborate the readers how useful
Facebook as a marketing tool, it seems like over half of the people
know how to use it and due to pandemic. As of now use live selling
currently used by online sellers so they can see every details that the
consumer need to see to convince them.
5. Future Researchers
By conducting this study, it well help to our future researchers the
effectiveness of Facebook as an abundant social media marketing tool
due to unstable situation is. It is also tend to know how largely of our
required population used this kind of tool despite of the consequences.

Scope And Delimitation

This study is designed to know the Effectiveness of Facebook as a free
social media marketing tool in selected online sellers located at
Baranggay Pinagbuhatan Pasig City. This research was going to
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address among online sellers who used Facebook as their social media
marketing tool, this will be only done inside the location required. To
construct this research , we have conducted a survey in which the
question do not beyond the respondent's personal data as they exalted
exposure and knowledge in bringing out and articulate the best
response in this matter. This proposed research will not trespass other
issues nor studies, it will focus in the understanding the effectiveness
of Facebook as a free social media marketing tool located at Baranggay
Pinagbuhatan Pasig City.
Definition of Terms

Queries – A request for data or information from a database table or

combination of tables. Ask a questions about something, especially in
order to express one’s doubts about it or to check its validity or
accuracy.

Engaging -Tending to draw favorable attention or interest.

Convenient- Suited to personal Comfort or to easy performance

meeting at convenient time. Suited to a particular situation convenient
excuse. Affording or accommodation or advantage found it convenient
to deal with both problems at the same time.

Behavior -the range of action and mannerisms made by organism,

systems or artificial entities in conjunction with their environment,
which includes other system or organisms around as well as the
physical environment.

Explicit-presented clearly and precisely, leaving no opportunity for

misunderstanding or uncertainty
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Modern-pertaining to the current or recent past as opposed to the

distant past.

Concrete – relating to or involving specific people, things, or actions

rather than general ideas or qualities.

Implications- A possible significance, something implied or suggested

as naturally to be understood.

Exalted – to praise the virtues of someone or to raise that person into

a position of greater authority or power.

Feedback – defined as a return of information about a result or the

returned portion of a process.
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Chapter 2

REVIEW OF RELATED LITERATURE

INTRODUCTION
This chapter presents a review of related literature regarding the
effectiveness of Facebook as social media marketing tool. The purpose
of review of related literature is to establish facts which are already
known from the previous researches and provide some reliable sources
that will support to our proposed research. The literatures That will
be discussed will support and add up to the knowledge of the
researchers and readers of the research study.
The Conveniency of Facebook as a Marketing Tool
According to John Hughes, (2021). One of the finest ways to contact
your target audience is through social media, which makes promoting
your business lot easier. There are several well-known platforms.
Facebook is the most widely used social networking platform. Facebook
will have 2.6 billion active users by 2020. These are John Hughes’s
explanations in 2021 of how Facebook may be used as a marketing
tool, similar to Erik Folgate’s proposal in 2011. It’s no surprise that an
increasing number of small businesses are using Facebook to promote
their content because the network is simple to use, adaptable, and
inexpensive. Those who choose direct response advertising can
immediately acquire traction because to Facebook’s targeting features
and vast user base. You can also utilize your social media profiles to
communicate with customers directly by updating statuses, sending
direct messages, and uploading photographs and videos. This will
increase their loyalty to you as a company and increase their likelihood
of converting in the future. The amount of audience data Facebook
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provides is one of the main benefits it has over other social media
sites. From relationship statuses to jobs, you’ll have access to a
plethora of information about the site’s users. As a result, you’ll have
everything you need to locate and target your target audience. Unlike
other social media networks, Facebook offers an almost limitless
number of alternatives for linking. The platform allows you to easily
share any content you want on your page, as well as link to your
website and other important locations. Being on Facebook or other
social media outlets, is all about two things: connecting with as many
people as possible and getting them to interact with you on a daily
basis. Everything you do on your Facebook page should have those
goals in mind.
Financial Capability
According to Facebook Iq (2020) Facebook IQ commissioned
Audience Theory and Ipsos to poll 1,000 general population customers,
including those who have bank accounts and those who don't, aged 18
and above, to assist advertisers better understand the financial
behaviors and education requirements of US adults. The study was
conducted in November and December 2019, and the results reveal
customers' aspirations and anxieties, as well as where they seek
guidance and how companies can engage with them to gain their
business—information that is just as relevant now as it was before and
will be after the COVID-19 pandemic. They want solid, trustworthy
financial information presented in a variety of formats, especially now
that digital is such a significant part of their everyday life. Financial
services firms may take advantage of this desire for clear and reliable
information to engage customers and establish connections. Digital
platforms may be helpful in connecting brands and consumers and
delivering essential information to consumers wherever they are,
especially during this time of social distancing. The financial topic that
Gen Z members claimed they were most interested in learning about
was credit score management. Millennials are interested in learning
about taxes and how to finance significant purchases. Baby boomers,
like Gen Xers, are interested in retirement advice and information.
They also want more information about fraud ID protection.
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Self – Decision
Mukina (2014) stated that Facebook has become a revolutionary
medium of communication through which marketers can learn about
new trends in self-decision \making. This platform is intended to be
shared; ‘sharing’ implies that messages can be adjusted and
commented on, that they are easy to send, and that many Internet
users can be virtually connected. Facebook is quickly becoming a
valuable resource for marketers to explore. Marketers are increasingly
focusing on understanding the needs of their customers. Facebook may
have a participatory influence in decision-making processes,
particularly among younger generations with easy access to the virtual
sphere. The measurable benefit that Facebook provides to marketers is
of particular interest. Many communication mediums are difficult to
monitor and measure, and as a result, they are very expensive. This
new virtual platform, on the other hand, provides marketers with
secure, real-time information and insight. The stages a individual goes
through when deciding which products and services to buy are
referred to as the purchase decision making process. Facebook has
grown in popularity because it allows people to connect virtually and
form relationships for personal and professional reasons. This
interaction is bound to have an impact on decision-making and can be
of significant interest to marketers. Facebook has significant
implications for consumer product or service selection, and this
represents innovative concepts of communication and decision-making
influences. Marketers can learn how to respond and address the
market in a different, value-added way by understanding Facebook
usage.
Social Influence
Waude A (2017) Psychologists have studied the power of social
influence and how it manipulates people's attitudes and behavior for
decades. Individuals adapt their beliefs and acts to match the
expectations of a social group, perceived authority, social role, or a
minority within a group having influence over the majority, which is
referred to as social influence. On a daily basis, most of us are exposed
to social influence in many forms. For example, a student might
change his or her behavior to fit in with the rest of the class. The
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majority of a group of friends' opinions are likely to influence the

perspectives of newcomers to that social group. Furthermore, requests
from persons who are perceived to be in positions of power have an
impact on us. For example, an employee will obey his managers'
directions in order to please them. Individuals adapt their behavior to
match the needs of a social context, which is referred to as social
influence. Conformity, socialization, peer pressure, obedience,
leadership, persuasion, sales, and marketing are all examples of
conformity. Social influence is usually the outcome of a specific action,
command, or request, but people's attitudes and behaviors can also be
influenced by what they believe others are doing or thinking. Harvard
psychologist Herbert Kelman described three types of social impact in
1958. When people are influenced by someone they like and respect,
such as a well-known celebrity, they are said to be identified. When
people adopt an idea or action and agree both publicly and privately,
this is known as internalization. Morton Deutsch and Harold Gerard
identified two psychological needs that drive people to meet others'
expectations. Our need to be correct (informational social influence)
and to be liked are two of them (normative social influence).
Informational influence (also known as social proof) is the tendency to
accept information from others as factual evidence. When people are
uncertain, either because inputs are innately ambiguous or because
there is social dispute, informational influence comes into play. The
influence to comply to others' favorable expectations is known as
normative influence. Normative influence leads to public compliance,
whereas informational impact leads to private acceptance, according to
Kelman's typology.
Social Identification
Long-term care professionals have formed Facebook long-term care
groups, but few research have investigated the relevant factors of
involvement from the perspective of carers. The qualitative component
of this study conducted a pilot study to explore the drivers of
participation in Facebook long-term care groups and discovered that
the use and gratification theory provides a valid way for explaining
these factors. Following that, the quantitative component offered a
conceptual model based on use and pleasure theory to investigate the
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effect of these drivers on the social identity of these groups, as well as

the moderating effects of extraversion. Online support groups enable
their participants to engage without regard for time or space
constraints. Prior to the advent of social networking sites (SNSs),
members communicated by typing messages and posting them in chat
rooms. Members of online support groups can now communicate in
cyberspace in a variety of ways in the SNS era. Facebook, one of the
most popular SNSs, has a wide range of applications available on its
platform. TungCheng Lin and David Fang (2019).
Other Review of Related Literature
According to Sanjay Mohapatra, E-Commerce Springer, Boston,
MA (2012), the Internet has changed our lives and it has changed the
way we used to interact with friends and carry out our business
operations. The Internet has also changed marketing, advertisement,
and promotional activities. Similarly, the impact of the Internet on
brand equity is quite high. As more and more customers are surfing
the net, strategists have used the Internet for creating competitive
advantage. It has changed the competitive playing field by helping to
establish brands in online channels. New companies that have
launched e-commerce sites competed to achieve brand awareness
forcing established companies to build brand awareness in online
markets through the e-commerce route. The strategies have helped
them in dragging their existing brand assets online and repositioning
these assets to build a new brand through competitive e-commerce
initiatives.
From the results of a study of AL-Ghamdi Hadeel, Nora Al-
Hadban, Thekra AlHassoun, Randa Hamdi (2014) This research
was written to discover the future trends in new media and social
networking. The researchers have taken a personal interest in the
developments of Web 2.0 platforms after noticing the impact they have
made on society on a global scale as well as in our own daily life. The
advances in this technology have altered the way individual users and
organizations can communicate with each other. In this study of the
social network site we will concentrate on Facebook and its
effectiveness as a tool of marketing in the Saudi population because
recently it gained enormous popularity for marketing communications.
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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. 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\

Chapter 3

RESEARCH METHODOLOGY

Introduction
This chapter contains the necessary concept parts, such as the
following: Method of Research, Population, Sample Size and Sampling
Technique, Description of Respondents, Research Instrument, Data
Gathering Procedure that concluded in this study.

Method of Research
A Qualitative Research Method that made the researcher
understand the theoretical meaning of the further studies. This
method collects and understand the given data. Qualitative method
includes gathering and investigating non-numerical information to get
ideas, feelings, or encounters. It very well may be utilized to assemble
top to bottom experiences into an issue or produce novel thoughts for
research that pertaining how effective Facebook as a marketing tool
This study particularly focused on how effectively the Facebook as a
free social media marketing tool base on participants experience on
using the platform of Facebook.

Population, Sample Size and Sampling Technique

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The Convenience sampling method was used by the researchers to

describe the effectiveness of Facebook as a free marketing tool, as well
as to define those who declared themselves as sellers and how
Facebook as a marketing tool helped them grow their business. The
focal point of the convenience sampling is to make a sample that was
convenient to the researchers. The researchers mainly chose 10
respondents in line with this study to be addressed among all online
sellers at Baranggay Pinagbuhatan Pasig city. Using the convenience
sampling method, researched used to hand out a clearly questionnaire
within 1 week as a duration time, those participants does not reach
the given time is automatically not included.

Description of Respondents
The respondents to this study were online sellers who utilize
Facebook as a marketing tool and are based around somewhere at
Nagpayong, Barangay Pinagbuhatan, Pasig City. The researchers
chose the responders, seeing that they are the most knowledgeable
amd capable about the efficacy of using a Facebook app as a marketing
platform. To provide information and expertise through the qualitative
study’s responses.

Research Instrument
The instruments used in this study is a type of open-ended survey
created by the researchers itself to gathered enough data. This open-
ended survey questionnaire is designed to elicit a meaningful and
understanding answer that allow our respondents to based on their
thoughts, views and feelings, meaning it is a free-form respond. The
survey questionnaire consists of seven [7] needed guided questions, the
first part is the needed demographic profile of our selected
participants in line with name as anonymously, age, year started
selling and product that they sell and the rest questions are generates
by researchers to partially serve the needed data. Furthermore, this
study is descriptive-survey research designed to determine the
perception of the randomly selected online sellers in Baranggay
Pinagbuhatan Pasig City to examine the effectiveness of Facebook as
free marketing tool. Descriptive research is a study designed to depict
the participants in an accurate way. More simply put, descriptive
research is all about describing people who take part in the study.
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Data Gathering Procedure

We, the researchers have allocated time, energy, and cooperation to
develop a questionnaire with clear words to serve the expected
respondents. To conduct the research interview, firstly researchers
asked respectfully the participants for their consent to be part in the
study.In the consequences of this, the data gathering procedure is
made online follow the restriction of new normal situation.
Questionnaires are generated by the researchers in a google survey
form to be distributed to our selected respondents through the
provided link, most of it is constructed and some are answerable by
‘’yes, or no.’’ All the information that will be gathered are highly
confidential and anonymously and it is school purposes only in line
with mentioned subject. The data that will be gathered from these
research instruments were collected and organized according to the
answers responded by the participants.
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Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF

DATA

Introduction:
This chapter discussed the actual analysis, presentation and
interpretation of the results of the study. In line with this study
entitled "Social Media Marketing: "The Effectiveness of Facebook as a
free marketing tool in selected online sellers located at Baranggay
Pinagbuhatan, Pasig City". The researchers used convenience
sampling method to clearly clarifies our mentioned study, means they
are convenient respondents and sources of data. To allegedly
acknowledge the main inquiry according to the sequence of statement
of the problem that well written in previous chapter.

Problem 1: Demographic Profile of the Respondents

The following table indicates the dispersion of selected online sellers
based on their age, year started selling and type of product that they
sell. The researcher’s preferred sample size of ten [10].
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Table 1

AGE
As
4
you
noted
3.5
3
2.5
2
1.5
1
0.5
0
17-18 19-20 21-22 46-47

above, three [3] or 30% of respondents are 17 to 18 years old, six [6] or
60% of respondents are 19 -22 years old, and only one [1] or 10% of
respondents are 46-47 years old. The table above indicates that the
majority of respondents are between the ages of 18 and 22.
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YEAR STARTED SELLING

3.5

2.5

1.5

0.5

0
2014 2018 2019 2020 2021

Table 2

The table above indicates the year they began selling their products; in
2014, only one [1] or 10% of respondents started selling, in 2018, two
[2] or 20% of respondents began selling, in 2019, only one [1] or 10% of
respondents started selling, in 2020, two [2] or 20% of respondents
began selling, and in 2021, four [4] or 40% of respondents began
selling. According to the table, many of them started selling in 2021.
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PRODUCT SELLING

5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
ASSORTED PRODUCTS CLOTHES PRINTS STATIONARIES FLOORMAT
Table 3

As you can see, these are the things that the responders sell. Two [2]
or 20% of respondents sell assorted products. Five [5] or 50% of
respondents sell clothing. Only one [1] respondent, or 10%, sells prints.
Only one respondent [1, or 10%] sells stationery, while another
respondent [1, or 10%] sells doormats. As you can see, the majority of
responders sell clothing as their primary commodity.

Problem 2: What are the benefits of Facebook compared to

other social media marketing platform ?
The following matrix indicates the convenience of Facebook as their
marketing platform based on. Researchers aim to identify does our
selected sellers income rate change when they started to market their
products on Facebook.
2.1 Income Rate
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Matrix 1

2.1 Does your income Responses

rate increase as you
started selling using
Facebook? Why do you
say so or not.
Respondent 1 “Yes. because it helps my product
to be promoted by posting it on
different Facebook groups and
in Facebook marketplace.”
Respondent 2 “Using a Facebook as a selling
platform increase a little bit like
increase of 5-10% of our income.
It’s very helpful because
Facebook marketing was very
easy and convenient to use.”
Respondent 3 “Yes, I have a lot of buyers in
different city that’s why my
selling rate have a good rate
base on my observations.”
Respondent 4 “Yes, it helps me to gain more
customers near my place.”
Respondent 5 “I definitely sell more products more
often through Facebook than on
Shopee. People nowadays seems to be
always on Facebook scrolling on
their newsfeed so maybe that’s one of
the reasons.”
Respondent 6 “Yes, because there's a lot of
people can see my post or live
about my items.”
Respondent 7 “Yes, having a lot of friends
and joining different groups
can really help you with your
sales”
Respondent 8 “Yes, because Facebook is one
of the most effective social
media.”
Respondent 9 “Yes, since Facebook has
broader audience that opens
more opportunity for sellers.”
Respondent 10 “Yes, Facebook app is an
worldwide app that we can
use to have friends & the
new update is to sell which
spread the product
immediately.”
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As the matrix indicated above, all respondents agreed that their

income rate increases unlike to other selling platforms. Sellers
definitely sell more in Facebook, in the reason of it’s different
promotion in such marketplace and said that there’s a lot of users nor
customers depending on this platform.

2.2 Self Decision

Matrix 2
2.2 Why do you choose Responses
Facebook as your social
media marketing tool?
Respondent 1 “Because it's a user friendly.”
Respondent 2 “It’s very convenient to use
especially if you’re just a
beginner in this industry.”
Respondent 3 “It’s very convenient to use
especially if you’re just a
beginner in this industry.”
Respondent 4 “Facebook is a flexible social
media that a lot of people
using it specially nowadays.
So I have a big chance to
hook their attentions base
on my platforms.”
Respondent 5 “Almost all of the ages have a
Facebook account and it has
been proven by many online
sellers.”

Respondents frequently stated that they used Facebook as a marketing

tool because it is convenient and simple to use. Since many people
have been using Facebook, they have given more opportunities to gain
more customers to attract and buy their products, and many people
will know about their business, resulting in the growth of their
business.
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Problem 3: Do online seller encounter such difficulties while

they are using Facebook as a free marketing tool?

3.1 Difficulties
Matrix 3

3.1 Do you encounter such Responses

difficulties in terms of using
Facebook as your marketing
tool?
Respondent 1 “Yes, when it’s my first time
using there Facebook business
page feature for the online
sellers who are using there
platform.”
Respondent 2 “Some of my posts passes
violation specifically nudity
since some of pictures and
models usually shows more
skin.”
Respondent 3 “Sometimes”
Respondent 4 “Yes”
Respondent 5 “Yes”
Respondent 6 “Yes”

Majority of all respondents says that they encountered and

experienced some troubles while they are posting their products, since
they actually model their products to customers who want to purchase,
However, they are 4 online sellers said that they haven’t experienced
such a conflict while using it.
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Problem 4: How important Facebook marketplace for a seller

presence in providing concrete information?
4.1 Importance
Matrix 4

4.1 Has Facebook been a Responses

useful tool for expressing
concerned and issues with
product purchases?
Respondent 1 “Yes”
Respondent 2 “Yes”
Respondent 3 “Yes”
Respondent 4 “Yes”
Respondent 5 “Yes”
Respondent 6 “Yes”
Respondent 7 “Yes, Facebook is like the way of
communication between us
sellers and our customers.”
Respondent 8 “Yes, it can very useful because
it can express different concerns
about our products defective
issues and etc.”
Respondent 9 “Yes”
Respondent 10 “Yes”

The fact that respondents valued their customers even more, they
aware of what they provide to make satisfaction of products between
the seller and their consumers. According to them, they build an
indeed suprisingly strong bond to make an improvement and to gain
audiences.
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Problem 5: How timely and relevant this marketing tool with

regards to the ongoing pandemic
Matrix 5

5.1 How many times do you Responses

post your products on
Facebook in a day ?
Respondent 1 “Twice a day”
Respondent 2 “Once”
Respondent 3 “Once”
Respondent 4 “2-3 times”
Respondent 5 ““Once”
Respondent 6 “Once”
Respondent 7 “2-3 times”
Respondent 8 “2-3 times”
Respondent 9 “Once a day it depends on the
stock of the rugs and produce
products.”
Respondent 10 “2 times”

As the matrix show this time, the researcher asked them how timely
they post their products sell in just a day, 3 of the respondents said
that they actual posted 2-3 times a day for the availability, unlike
others preferred once and twice a day only. Regardless of that, 1
respondent says that it depends of productivity and stocks since they
have a supplier that they depend on.
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Problem 6: How can Facebook can be used as a free marketing

platform in this modern era nor fashion trends?
Matrix 6

6.1 For you, out of the Responses

products you sell, what is
the common product that
have huge sales ?
Respondent 1 “Clothes”
Respondent 2 “Common products that have
huge sales was foods like like in
restaurant or raw foods that can
see in the market.”
Respondent 3 “Clothes”
Respondent 4 “Food”
Respondent 5 “Sticker prints”
Respondent 6 “I think it depends on what is
the trend specially when we
were taking about the clothing.”
Respondent 7 “T-Shirts because it is unisex
and can be used and wear in any
season”
Respondent 8 “Trousers and tops”.
Respondent 9 “Ballpens.”
Respondent 10 “Stationary items”

The researchers aim to know what products that they have a huge sale
after they started selling in this platform. Based on the data, the most
common product with high sales is clothing, which leads for 30% of all
sales. Three of the ten responses state that clothing is a huge seller.
Furthermore, the rest of the respondents stated that ballpens, food,
stationary items, sticker prints, and so on are their most popular
products with high sales. Although , there was one respondents that
she/he believed that it depend on it’s popularity.
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Matrix 7

6.2 How effective Facebook Responses

as your social media
marketing tool? Why do you
say so or not.
Respondent 1 “It is very effective because I have
a lot of friends to interact with”
Respondent 2 “It's fine, it also works well.”
Respondent 3 “It helps me to communicate in
different people/buyer it is useful
because it can connect to different
transactions like delivery and
payment.”
Respondent 4 “Facebook is effective in way that
it can be shareable for many
platforms as well and it easy in
terms of transactions and
communications.”
Respondent 5 “I can say that its effective. It
helps small businesses to be
promoted and it also serves as a
bridge between the seller and a
buyer.”
Respondent 6 “As I’ve said from the previous
question it was effective in a way
that I sell more often on Facebook
than on other social platforms
because people nowadays prefer to
be on Facebook.”
Respondent 7 “It is effective for me because
there's so many friends in
Facebook that will support you”
Respondent 8 “It is very useful as i don't need to
physically sell and talk to
customers.”
Respondent 9 “As we using it, it's very effected
for marketing tool, Facebook was
very useful in this time, it can use
every day for daily usage of every
people.”
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Respondent 10 “It helps me to share easily my

selling items like clothes. A lot of
us are using Facebook then there's
a big chance I can earn customer
through Facebook.”

This part of the researcher’s survey, based on the respondents they

prove that Facebook was the bridge of the sellers and consumers and
Facebook was an effective way to sell products and they can easily to
communicate with the consumers for the ways for their delivery and
payment, and Facebook help them to increase their daily income
before and after they'd use Facebook as a marketing tool. Aside from
the respondents stated, they can also prove its effectiveness through
their indeed experienced.
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Chapter 5

SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATIONS

Introduction
This chapter presents the summary of findings, the conclusion that
had been formulated as well as recommendations offered. This study
was made in order to determined the effectiveness of Facebook as a
free social media marketing tool in selected online sellers at
Baranggay Pinagbuhatan, Pasig City. The researchers briefly explain
the gathered data in accordance with the study.
Overview of the Study
This study used the Qualitative method to have depth study and to
ensure the replication of the data to be addressed. Focused groups
dynamic which the online seller in a particular place. The main
objective of this entire study is to ensure the effectiveness of Facebook
as their free social media marketing tool located at Baranggay
Pinagbutan, Pasig City. The researchers preferred to use the
convenience sampling technique to utilize the study. The respondents
chose based on convenience since it is more convenient for the
researchers themselves and preferable. The selected online sellers are
inside only at Baranggay Pinagbuhatan, Pasig City and there are no
other places allowed. Since they have access to all internet sectors and
they all have their social media accounts, the researcher's instrument
used an online survey questionnaire through google forms. Open-
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ended questions to make their statement independent and open to

state their views and thoughts formulated by the researchers and it
has a consent before and after the respondents answer all required
questions. The researcher adviser helped it to validate and finalize it.
The survey questionnaire hand out to the selected online sellers and
they are given 1 week to respond and use thematic analysis to wherein
the following question are respond; (1) What are the benefits of
Facebook compared to other social media marketing platforms? (2)
Does online sellers encounter such difficulties while they are using
Facebook as a free marketing tool? (3) How important is the Facebook
marketplace for a seller presence in providing concrete information?
(4) How timely and relevant that the sellers post through this
marketing tool concerning the ongoing pandemic? (5) How can
Facebook can be used as a free marketing platform in this modern era
or fashion trends.

Summary of Findings
This study was addressed to determine the effectiveness of Facebook
as a free social media marketing tool. Afterward the data were
analyzed briefly, discussed and have interpretation of the gathered
data.
1. What are the benefits of Facebook compared to other
social media marketing platform?
As the researchers asked the selected sellers in terms of the benefits of
Facebook as their social media marketing tool is quite interesting, since
they are clearly stated that is budget-friendly and the respondents
admit that their income rate increases compared to all social media
marketing tools that they rarely used. Additionally to that statement,
they indeed specified that they have lots of buyers, that reached in so
many cities, people nowadays have access through Facebook. Likewise
of that reason, Facebook has been upgraded that the seller's products
might be spread immediately to their customers who wanted to buy. It
is clearly stated, that sellers most often used Facebook to gain more
customers and help their growth indeed, particularly in the seller's
profit rate. Generally, it might be building blocks of trust and
popularity of their selling product, as the sellers have a lot of trusted
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customers. Aside from that, Facebook has lots of open opportunities for
all online sellers.

2. Does online sellers encounter such difficulties while they

are using Facebook as a free marketing tool?
As we refer to the answers of the respondents, they sell different
products in Pinagbuhatan Pasig City. However in their answer, Using
Facebook as a marketing tool was so helpful, useful, and convenient.
Facebook helps their business grow more and increases their salaries.
Facebook can manage to broaden different customers willing to buy
their products at least. Based on the answer that we gathered facebook
was helpful to them to gain and promote their products. Data shows
that it can be a difference between the products of the online sellers
that we surveyed but they stated that Facebook helps a lot in their
business because of the power that can be initiated to gain customers
and promote their products. Data shows that using Facebook as a
marketing tool was effective. Facebook served as a link between
merchants and customers, allowing them to quickly interact with
customers about delivery and payment options. Facebook also assisted
them in increasing their daily income both before and after they began
using Facebook as a marketing tool. Apart from what the respondents
have indicated, they may also demonstrate its efficiency based on their
personal experiences.
3. How important is Facebook marketplace for a seller
presence in providing concrete information?
The Facebook marketplace works well for sellers because it makes use
of the internet and services. It is critical in delivering actual data and
information that can be quickly gathered, processed, shared, and
exchanged. It is used by sellers and customers to freely exchange
information. It assists them in providing information about their
products and determining what areas of their business need to be
addressed as a result of consumer comments or complaints. They were
able to use Facebook as a marketplace and a communication platform
for both merchants and customers with ease. As a result, Facebook
marketplace is very simple to use to communicate, establish trust and
loyalty between sellers and customers, and provide information needed
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by customers about the product as well as facts, complaints, and

responses for improvement of the seller's items.

4. How timely and relevant that the seller post through this
marketing tool with regards to the ongoing pandemic.
Amidst of pandemic, sellers, find an alternative way to sell their
products and social media are the first things that they use to sell
their different kinds of products. Nowadays, Facebook was the most
common marketing tool of our online sellers, and all of the people who
use the internet was active in social media such as Facebook. It
concludes Facebook was relevant to people using the internet and
Facebook was connected to our daily lives. Since Facebook was a great
platform for sellers to sell their products in the middle of the pandemic
and based on our respondents that Facebook was very effective in
terms of marketing in a reason of that, it is easy to how you're going to
do it and to interact to the consumers also. Facebook is convenient to
use in the middle of the pandemic to even practice social distancing.
Most of our respondents use Facebook multiple times a day to post or
interact with the customers.
5. How can Facebook can be used as a free marketing
platform in this modern era nor fashion trends?
Over 3 billion people use Facebook all across the world. For businesses
of all sizes, Facebook offers excellent marketing opportunities. In
addition, Facebook allows you to upload images and videos from your
business. This can be an effective way to communicate with customers
and potential customers, as it allows them to see your product or
service without having to visit your places. Responses to questions
about the percentage of their business that they are capable of selling
online via Facebook, Matrix 6 shows the most popular products with
high sales. Most sellers are able to sell 30% clothes of their
productions, but the rest of their production's most popular products
with high sales are ballpens, food, stationary items, sticker prints, and
so on. However, one respondent stated that she/he believed it was
dependent on its popularity. Clothing and accessories are the most
popular items on Facebook because they are purchased by the majority
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of people in order to stay current with fashion trends. So, if you want
to take your fashion company to the next level, Facebook marketing is
the way to go. As shown in matrix 7, the sellers' responses to how
effective Facebook is as a social media marketing tool. Respondents
display that Facebook served as a bridge between sellers and
consumers, that it was an effective way to sell products, and that it
was simple to communicate with consumers. This is not surprising
given that we all know Facebook is the most convenient and user-
friendly platform for everything, especially marketing.

Conclusion
This study's findings are based on data collected using survey
questionnaires that the researchers provided online to the selected ten
individuals of Pinagbuhatan, Pasig City. As the respondents clearly
expressed that Facebook has been their right-handed tool in terms of
promoting their small business at such different marketplaces
nationwide. The researchers confirmed that the effectiveness of
Facebook as a marketing tool has been officially helped online sellers to
increase their growth rate, and even build a strong bond of trustworthy
products between the seller and customers. The respondents claimed
that they have been using Facebook as a convenient marketplace for
their product to be well-known and to promote in this modern
generation. Facebook as a social media marketing tool is particularly
the first guide to the sellers who wants to start a small business.
However, the researchers determined that online sellers encounter
such trouble as they used Facebook, in terms of posting their product
in such different groups, as Facebook has guidelines about posting
pictures such as when worn styles Facebook labeled it as an
inappropriate image, therefore the online sellers have an alternative
way to post their product sell in Facebook. In line with this, the
respondents claimed that they post their products on Facebook once or
twice a day, depending on their supplier, online sellers are supposed to
do that since they can manage matters on a specific product.
The researchers confirmed that most online sellers preferred to use
Facebook other than any social media marketing tool these days, a
reason of seller target population. Facebook is as flexible social media
that many individuals have become involved, regardless of age and
gender. Additionally, respondents clearly stated that it is their social
decision to manageable use Facebook, and it has also been proven by
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many experienced online sellers back then. Researchers found out that
Facebook has been a useful tool to express concerns and issues
regarding product matters yet it became their advantage to have
improvement. As the responses stated of online sellers, they usually
sell products in Facebook that is popular and well-known in fashion
trends, as the customers see in this modern era and will be purchased.
Generally speaking, the main point of this conclusion, the researchers
conclude that the Effectiveness of Facebook is way too far than
individuals thought, it is the major social media marketing tool a
nationwide nor worldwide used, that helps a lot of online sellers to
promote and advertise their products that they want to sell.
Respondents come up with the same answers and rarely see their
different views to prove that Facebook is the most efficacious social
media marketing tool mostly in online sellers and they can manage to
sell even though they have so many competitors in such marketplace.

Recommendations
- Post regularly.
- Encourage comments and reply quickly.
- Use clear. Appropriate, and high-quality pictures and videos.
- Building your relationships with your customers.
- Be aware of the guidelines of Facebook
- Promote your fb page to your friend and tell them to recommend it to
their friends.
- Always post the reviews of the customer about your product so they
have an idea how good your product is.
- Always update your customers about their orders for fast and smooth
transactions.
- Always post the whole details about the product so they know about
the products condition.
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Appendices
Letter to Respondents
Dear Respondents,
Greetings to our selected sellers, we are the researcher students of
Kapitolyo High School , we pleased to answer our conducted online
survey for us to know the efficiency of Facebook as your social media
marketing tool for the instant of our research , all of your responses are
confidential and still anonymous. Thank You for your allotted time.
Yours Trully,
 KAPITOLYO HIGH SCHOOL

San Ignacio St. Bo, Kapitolyo Pasig City

KHS GRADE 12 ABM 2

RESEARCHERS

SURVEY QUESTIONNAIRE
Social Media Marketing: The Effectiveness of Facebook as a free
marketing tool in selected Online Seller located at Baranggay
Pinagbuhatan, Pasig City.
Name:
Age:
Year Started Selling:
Product Sell:
1.How many times do you post your products on Facebook in a day ?

2.Has Facebook been an useful tool for expressing concern and issues
with product purchases?

3. Do you encounter such difficulties in terms of using Facebook as

your marketing tool?

4.Does your income rate increase as you started selling using

Facebook? Why do you say so or not.
 KAPITOLYO HIGH SCHOOL

San Ignacio St. Bo, Kapitolyo Pasig City

5.How effective Facebook as your social media marketing tool ? Why do

you say so or not.

6. Why do you choose Facebook as your social media marketing tool?

7.For you, out of the products you sell , what is the common product
that have huge sales?
 KAPITOLYO HIGH SCHOOL

San Ignacio St. Bo, Kapitolyo Pasig City