Facebook as a Marketing Tool Strategy of the Paperdolls Fashion Company

Abstract

The study aimed to determine the effectiveness of Facebook as a marketing tool strategy of the Paperdolls Fashion Company. Specifically, it sought to identify the profile of the respondents, to assess the level of effectiveness in terms of product, price, place and promotion, and to determine the significant difference in the respondents’ assessment of the effectiveness of the Facebook as a marketing tool strategy of the Paperdolls Fashion Company when respondents were grouped by profile. The researcher used a descriptive design wherein a researcher-made questionnaire was employed. Frequency and Percentage Distribution, Weighted Mean, ANOVA, t-Test, and f-ratio were utilized as statistical tools. The respondents’ assessment on the effectiveness of Facebook as a Marketing Tool Strategy of Paperdolls Fashion Company that product, price, and place attained ‘Effective’ remarks from the respondents, while ‘Somehow Effective’ on the aspect of promotion. There is no significant difference in the assessment of the respondents on the effectiveness of Facebook as marketing tool strategy of the Paperdolls when they grouped according to age, civil status, average monthly income, frequency of visit to the Paperdolls Facebook page, and by the number of years as a customer of Paperdolls. This is because the P-value was greater than the level of significance. Hence, the hypothesis is accepted. However, the assessment of price, when they grouped according to the frequency of visit to Paperdolls Facebook page and average monthly income are both significantly different since P-value was less than the level of significance of 0.05. Therefore, the hypothesis is rejected.