PERCEIVE IMPACT OF UTILIZING FACEBOOK AS A MARKETING PLATFORM ON CUSTOMER ENGAGEMENT AMONG GRADE 12 ACCOUNTANCY BUSINESS AND MANAGEMENT STUDENTS

Abstract

Facebook serves as a pivotal platform for businesses, offering direct communication channels with consumers through features like comments, direct messaging, and live chats. These tools enable real-time interactions, allowing companies to promptly address inquiries, resolve issues, and provide personalized support, thereby enhancing customer satisfaction and fostering trust and loyalty. Studies have demonstrated that social media marketing, particularly on platforms like Facebook, significantly boosts customer engagement and purchasing involvement among students. For instance, research indicates a positive correlation between the effectiveness of social media marketing and the purchasing involvement of Grade 12 students, suggesting that higher engagement leads to an increased likelihood of purchase.

The present study aims to assess the perceived impact of utilizing Facebook as a marketing platform on customer engagement among Grade 12 Accountancy, Business, and Management students at Immaculada Concepcion College for the academic year 2023-2024. Understanding this relationship can provide valuable insights for businesses targeting this demographic, enabling them to tailor their marketing strategies effectively. This non-experimental quantitative study employed a descriptive research design to assess the perceived impact of utilizing Facebook as a marketing platform on customer engagement among Grade 12 Accountancy, Business, and Management students at Immaculada Concepcion College for the academic year 2023-2024. Utilizing a probability sampling technique, specifically simple random sampling, ensured that each student had an equal chance of selection, thereby enhancing the representativeness of the sample. Data were collected through a researcher-developed questionnaire administered via Google Forms, facilitating efficient and accessible participation. The study's findings, as presented in Tables 1 through 5, indicate average weighted means ranging from 3.18 to 3.32 on a 5-point Likert scale. These scores suggest that students generally "agree" with the statements regarding the effectiveness of Facebook posts and marketing advertisements as tools for marketing. This consensus underscores the potential of leveraging Facebook for promoting products and services.

To maximize the impact of Facebook as a marketing platform, businesses targeting this demographic should consider strategies that resonate with students' preferences and online behaviors. This includes creating engaging content, utilizing interactive features, and maintaining consistent communication to foster a loyal and active customer base.

In summary, the positive reception of Facebook-based marketing among students highlights its viability as a promotional tool. By aligning marketing efforts with the interests and habits of this audience, businesses can enhance customer engagement and drive growth. The research findings indicate that Facebook significantly enhances customer engagement among Grade 12 Accountancy, Business, and Management students at Immaculada Concepcion College. Respondents overwhelmingly agreed on its effectiveness, underscoring Facebook's value as a tool for customer engagement.

These results align with existing literature emphasizing the positive impact of social media marketing on customer engagement. For instance, a study examining social media marketing's effectiveness found a significant relationship between social media strategies and increased customer engagement among Grade 12 students 

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In summary, leveraging Facebook as a marketing platform can effectively enhance customer engagement within this demographic, providing valuable insights for businesses aiming to connect with young consumers.