EFFECTIVENESS OF FACEBOOK MARKETING STRATEGY ON INCREASING SMALL BUSINESSES SALES OF ACCOUNTANCY, BUSINESS, AND MANAGEMENT STUDENTS AT IMMACULADA CONCEPCION COLLEGE

Abstract

A Facebook presence is beneficial for any small business. It is one of the most effective social media platforms for business use when the right strategies are applied. This study aimed to determine how social media marketing affects students' sales and the online presence of their businesses, as well as identify any potential positive or negative impacts. The researchers collected 216 responses, with participants from all sections of ABM 1 to 8 and ABM A to E. This study employed snowball sampling as the sampling method and used a descriptive research design. The statistical tools utilized included frequency and percentage distribution, Slovin’s formula, Likert scale, weighted mean, and Pearson correlation coefficient. Slovin's formula data result shows that the total population of 467 students and the researchers sample size is 216 students at Immaculada Concepcion College in Senior High School level. The monthly sales report ranges from P500 to P1000. They use Facebook for business purposes several times a week and have been utilizing the platform for less than a year. The effectiveness of their Facebook posts is perceived as moderate, with a weighted mean of 2.98, indicating an 'Extent' of impact. On average, they post content on their Facebook pages a few times a week, with a weighted mean of 2.81. Businesses have noticed a moderate increase in brand awareness and customer engagement since maintaining their Facebook pages, with a weighted mean of 3.13, also indicating an 'Extent' of impact. They also use Facebook Live moderately for business promotion, scoring 2.91 on average, and perceive it as effective in engaging their audience with a weighted mean of 2.99. Overall, businesses report a moderate increase in engagement and sales after using Facebook Live, with a weighted mean of 3.01, indicating a 'Moderate Increase' in impact. The computation using the Pearson formula shows no significant relationship between monthly sales and the extent of Facebook features as a marketing strategy. This indicates a negative correlation, leading to the decision to accept the null hypothesis.