BUKIDNON STATE UNIVERSITY

MALITBOG CAMPUS
Poblacion, Malitbog, Bukidnon
Malitbog_campus@buksu.edu.ph

Facebook application: A tool for an Entrepreneurs’ Marketing Strategy

in Small Businesses in the Municipality of Malitbog Bukidnon in time of
COVID - 19 Pandemic in the year 2020.
Research Title:

In Partial Fulfilment of the Requirement for the

Subject: Business Research 1A and Thesis

Presented by:

Bachelor of Science in Business Administration, major in Financial

Management

Presented to:

Professor

Professor

December 2021
 APPROVAL SHEET

This paper entitled “Facebook application: A tool for an Entrepreneurs’

Marketing Strategy in Small Businesses in the Municipality of Malitbog

Bukidnon in time of COVID - 19 Pandemic in the year 2020’’ prepared

and submitted by in partial fulfillment of the requirements for the subject,

BUSINESS RESEARCH 1A has been examined and recommended for oral

examination/defense.

Professor

PANEL OF EXAMINERS

Approved by the Panel of Examiners in partial fulfillment of the

requirements for the subject _________________with a grade of _________.

Chairman

Member Member

Accepted and approved in partial fulfillment of the requirements for the

subject BA81-BUSINESS RESEARCH 1A.

Campus- In- Charge

 TABLE OF CONTENTS

Page

TITLE PAGE i

APPROVAL SHEET ii

TABLE OF CONTENTS iii

CHAPTER

1 THE PROBLEM

Introduction 1

Theoretical Framework 6

Conceptual Framework 12

Statement of the Problem 13

Significance of the Study 15

Scope and Limitation of

the Study 16

Definition of Terms 17

2 REVIEW OF RELATED LITERATURE

AND STUDIES 19

3 RESEARCH METHODS

Research Design 33

Research Locale 34

Respondents of the Study 35

Sampling Procedures 36

Research Instrument

and Validity 37

Data Gathering Procedure 38

Scoring Procedure 38
 Statistical Treatments

of the Data 39

4 PRESENTATIONS, ANALYSIS AND INTERPRETATION

OF DATA

PROBLEM 1

PROBLEM 2

PROBLEM 3

PROBLEM 4

5 SUMMARY, FINDINGS, CONCLUSION AND RECOMMENDATION

SUMMARY

FINDINGS

CONCLUSION

RECOMMENDATION

REFERENCES 40

APPENDICES

APPENDIX A: Informed Consent Form 47

APPENDIX B: Survey Questionnaire 49

APPENDIX C: Plagscan Result

APPENDIX D: Curriculum Vitae

 CHAPTER 1

THE PROBLEM

Introduction

Businesses contribute to the development of a culture of enterprise

and support our efforts to improve economic and community well-being.

Handling a business can be both exciting and frightening. There are many

practical things to consider like location, size, employees, quality control and

etc. And then there are the anxieties and concerns. “Will I make it” Am I over

my head?” “Where do I start?” Successful entrepreneurs know what

business is right for them. They have ability to market the business and

implement financial goals. The strategies involved in running a business

should be outlined in a practical business plan, which is the roadmap

needed to maintain a successful business (small businesspro, 2019).

But how is business for today? Cabrera (2020) said that one positive

thing to take note of during this pandemic is that it revealed one’s

capabilities, skills and talents when it comes to launching a business online.

Online businesses have been around for quite some time now, but

engagement has been at an all-time high. Since it is the pandemic, the

internet has helped to market ones’ products. Online delivery apps also

played a huge role in getting its products to its customers. Online payment

options make the transaction faster, convenient and safe. Traditional buyer-

seller scenario was no longer practiced in coping up pandemic set-up due

locked down implementation. From usual face to face interaction between

buyers to sellers is more practiced during pandemic situation. COVID-19

significantly limits physical interactions almost all over the world. Self-
imposed social distancing to avoid contagion, together with the strict

confinement measures implemented in many different countries.

According to Organization for Economic Co-Operation and

Development (Kenton and Boyle, 2020), in the United States, retail and food

services sales between February and April 2020 were down 7.7% compared

to the same period in 2019. However, sales increased for grocery stores and

non-store retailers (mostly e-commerce providers),1 by 16% and 14.8%

respectively. In the EU-27,2 retail sales via mail order houses or the Internet

in April 2020 increased by 30% compared to April 2019, while total retail

sales diminished by 17.9% (oecd.org, 2020). Here in Philippines, Sicat (2020)

of Philippines Star (Phil Star) said that the effect of coronavirus disease 2019

or COVID-19 on the Philippine economy for the rest of the year deserves

attention. The good prospects entertained for 2020 have been shattered by

the onslaught of the pandemic, which required extreme measures that has

put the economy to a halt.

But despite of everything, online selling had boom up since this is the

only means pull our daily needs both for buyers and sellers. The Department

of Trade and Industry Secretary Ramon Lopez said that over 73,000 online

businesses have registered with the agency during the COVID-19 pandemic.

And it was legally supported with the proposed Internet Transaction Act

(Senate Bill No. 1591) according to the DTI secretary.

How to star online business? There are many business skills required

to run online business apart from the knowledge of the marketplace. If you

want to start up your own online business, you need to run everything from

serving customers to preparing your accounts. This is often a har-hitting

requirement for anyone ((wa.gov.au, 2017). Being able to effectively manage

your finances is critical. It is needed to be able to forecast cash flow and

sales, as well as, monitor your profit and loss. Having financial management

skills will help you to run the business profitably and protect your financial

investment. Providing good customer service and having a marketing

strategy in place will help you to generate sales.

Social media sites like Facebook, Twitter, Pinterest, and Instagram

have changed the face of internet marketing. Facebook has a monthly active

user base of more than 250 million (Facebook, 2018). This statistic

demonstrates Facebook's and other social media platforms' value to

businesses looking to promote their brand, products, and services.

In this study the researcher’s wants to figure out the importance of

business management skills on Online Selling using only Facebook

Application of Small Businesses in the Municipality of Malitbog Bukidnon in

time of covid-19 pandemic of year 2020, thereby fostering Entrepreneurs’

Marketing Strategy during new normal situation. With the end view of

providing substantial recommendation after the result is being calculated.

Theoretical Framework

Social network theory views the community of individuals as

connected actors and studies their structure, development, and evolution

using mathematical models (Tiwari, 2020). Individual actors in a community

are referred to as nodes; the communications between those actors are

referred to as ties, edges, links, or connections. Social networks can be

formed on various scales, ranging from individuals to families, communities,

and nations. These ties may include frequency of communication,

friendship, kinship, financial exchange, sexual relationships, or shared

interests or beliefs. They combine to form a complicated graph structure.

This theory is related to the present study, hence Marketing Strategy

using Facebook Application requires actors- the buyers and the sellers, on

which the common goal is to satisfy customers demand and consumption

using online platform.

On the other hand, theory of innovation suits on the perspective of the

present study. This theory was proposed and propounded by J.A.

Schumpeter on the year of 1932 and cited by Maryam Elbajajaoui and

Abdelaziz Elabjani on the year 2021. According to Schumpeter, entrepreneur

is basically an innovator and innovator is one who introduces new

combinations. Accordingly, In Schumpeterian theory, the main theme is the

innovation. He makes a distinction between an innovator and an inventor.

According to him, an inventor discovers new methods and new materials.

But, an innovator is one who applies inventions and discoveries in order to

make now combinations. With the help of these new combinations, he

produces newer and better goods which yield satisfaction as well as profits

(Megha, 2016). In economic development process, entrepreneurs have been

assigned a crucial role so that tempo of growth is maintained effectively.

Development requires basic changes and entrepreneurs carry out the

required changes. Thus, entrepreneurial development brings economic

development.

The innovation theory propounded by Schumpeter pertinent to the

present study of the researchers hence entrepreneur’s needs innovation in

terms of business marketing. Marketing strategy requires a lot of changes

that will cater classy form of selling products using Facebook application.
Thus, with the use of online platform -with Facebook application, young

entrepreneurs’ may showcase their abilities and capabilities to project

marketing strategy that best suits to the needed platform particularly during

pandemic.

More likely, the right set of circumstances theory of selling hold that

situation-response theory had its psychological origin in experiments with

animals and holds that the particular circumstances prevailing in a given

selling situation cause the prospect to respond in a predictable way. If the

salesperson succeeds in securing the attention and gaining the interest of

the prospect and if the salesperson presents the proper stimuli or appeals,

the desired response (that is, the sale) will result. In connection with this,

social change theory may also be associated with its response to the needed

situation that we are facing for today. Social changes in Social marketing

are the use of marketing principles and techniques to effect behavioural

change. It is a concept, process, and application for understanding that

people are, what they desire, and then organizing the creation,

communication, and delivery of products and services to meet their desires

as well as the needs of society, and solve serious social problems (Gray,

2017).

The relevance of both theories mentioned above plays vital role in the

marketing strategy of our entrepreneurs’ hence, as needed by the kind of

situation we are facing right now, sellers should not give up for whatever it

takes. COVID 19 phenomenon requires social change and for the

marketers to survive the concept of adaptation on what is available in the

needed situation requires balance relationships and interactions between

and among buyers and sellers which may alter social and cultural values,

norms and institutions with time.

CONCEPTUAL FRAMEWORK

Below is the presentation on the flow of the study which deals with the

Facebook application: A tool for an Entrepreneurs’ Marketing Strategy in

Small Businesses of Municipality of Malitbog Bukidnon in the time of COVID

- 19 Pandemic in the year 2020.

This includes the demographic profile of the entrepreneur in terms of

age, sex, and civil status

Using the Independent variable and dependent variable, the

researchers clearly explains the flow of the study with the presentation of

two boxes in the framework.

The first box contains the marketing strategies used by entrepreneurs’

using Facebook application in terms of its product, price, place, promotion

and people. Likewise, issues of using Facebook Application in business

such as negative comments, targeted customers and public perception are

also contained in the first box.

While the second box contains the dependent variable which is the

effectiveness of online selling as the recommendation made by the

researchers based from the findings of the study.

 Independent Variable Dependent Variable

Marketing Strategy

 Product
 Price
 Place Effectiveness in Online
 People Selling

Issues of Using
Facebook
• Feedback
• Targeted
Customers
• Customers
Perception

Figure 1: Schematic Diagram of the Study

Statement of the Problem

The study examines the marketing strategy and the issues of using

Facebook application of small businesses of Municipality of Malitbog,

Bukidnon during Covid-19 pandemic.

Specifically, this study attempts to answer the following questions:

1. What is the demographic profile of the entrepreneur in terms of

1.1 Age,

1.2 Sex, and

1.3 civil status

2. What are the marketing strategies in terms of

2.1 Product;

2.2 Price;
 2.3 Place; and

2.4 People

3. What are the issues of using Facebook in business during Covid-19

pandemic in terms of

3.1 Feedback

3.2 Targeted Customers; and

3.3 Customers’ perception?

4. Based on the findings of the study, what action plan may be proposed to

improve the business operations of small businesses of Municipality of

Malitbog, Bukidnon during Covid-19 pandemic.

Significance of the Study

This Study will be beneficial to the following people:

Customer. The output of the study will fascinate customers’ desire to

purchase products launched at Facebook App. The study focused on the

marketing strategy by the young entrepreneurs’ which is aligned for

customers’ delights.

Future researchers-This will serve as the basis of similar studies. This can

also give them information they can utilize as support in documenting

evidence of the result of their future similar to the present study.

New entrepreneur. The result of the study will be enlightened

marketing students to be aware and develop their entrepreneurs’ skill using

online platform with showcasing their different marketing strategies for a

classy platform of selling products amidst pandemic situation.

 Teacher. This will help the University administrators in designing

Entrepreneurship and Business Marketing Strategies in its curriculum thus

promoting 21st century entrepreneurs’ graduates.

Scope and Limitation of the Study

This study looked into the tool for an Entrepreneurs’ Marketing

Strategy during COVID - 19 Pandemic via Facebook Application. Due to no

face to face intervention and thereby observing AITF Protocols, the

respondents of the study were selected purposively as an active Facebook

online seller of Malitbog, Bukidnon. This study focuses only on the

Facebook application as an alternative selling platform of the selected 40

entrepreneurs’ in the entire Malitbog, Bukidnon.

Due to time constraints, the researchers will focus on the gathering of

data, as soon as research instruments are finalized hence the target time

frame of the study will last only up to this present semester.

Definition of Terms

For better understanding of the discussions in the succeeding

chapters, the following key concepts were conceptually and operationally

defined.

Facebook. Facebook marketing is a platform that offers a variety of

highly targeted paid advertisements and organic posts, allowing brands to

put their product and services in front of massive audience.

Market Place. Refers to the activity of buying and selling products

collinsdictionary.com). In this study, it refers to the transaction of buying

and selling of goods using Facebook Application.

 Marketing strategy. A plan of action desire to promote and sell a

product or service (dictionary.com) In this study, it refers to a business

overall game plan for reaching prospective consumers and turning them into

customers of their products or services.

Negative comments. A refusal or a denial about the attributes of the

product. In this study, it is something that usually exist for every business

or entrepreneur. The company’s feedback immediately after the startup

process is harmful but negative in positive sense.

Price- is the sum of all the values that the customer gives up to gain

the benefits of having or using the product (marketinginsider.com). In this

study, it refers to the product or services and is the result of a complex set of

calculations, research and understand and risk-taking ability.

Products. Is an item offered for sale (economicindiatimes.com?) In this

study, a product can be a service or an item. It can be physical or virtual or

cyber form. Every product is made at a cost and each is sold at a price.

Targeted customers. The type of person that the company wants to

sell its products or services to(dictionarycampbrige.org). In this study, it

refers to a specific group of consumers at which a company aims its product

and services.
 CHAPTER 2

REVIEW OF RELATED LITERATURES AND STUDIES

This section presents the literature and studies related to the study.

The following discussions relate to the literature and studies of this study.

Review of Related Literature

Business Marketing is an operative way of winning customers, and

this is very important in business industry be it small or big. Customers are

the first person that uses to patronize the product. They are indeed the

target of the market. Thus, in gaining to win in business marketing is very

vital for business to survive. Mansoor (2019) tells that how business

person market determines if the enterprise will be successful or not.

Marketing is a tool used to make and keep demand, importance, status,

business competition and more. Without marketing tool, business will

definitely close.

Marketing thru websites requires thorough communication so that

buyers must convinced themselves to create a customer wise decision.

Therefore, online sellers must create good communication platform in selling

their products and that must be pro-active, sincere, and highlighted with

good quality of the products. In line with this, micro-blog information value

and consumer purchase intention must be consistent hence this will make

disappointments on the buyer’s level of satisfaction.

Furthermore, as what Yan (2012) said, pricing must be justifiable.

The more market channel the sellers has the low to high price must be

applied. This must be true, since sellers had created web channel, this will
create more chances of buyers, products can be selling in any different web

sites, the more marketing websites the more chances of selling, the bigger

profit.

Likewise, Mercer (2021) stated that the importance of the online social

media site to journalism, business, communication, and social relationships

is difficult to overstate. Facebook offers a dedicated business interface,

replete with corporate profile pages and an advertising system that allows

marketers to target adverts based on the quantity of information users

provide on the site. This interface not only generates cash for the company,

but it also provides a once-in-a-lifetime chance for small enterprises with

limited advertising budgets that need to target certain groups.

Data taken from Morpace (2018) discloses that one out of every three

minutes spent online in the United States is spent on Facebook. Users aged

18 to 34 spend the most time on the site each week (8.5 hours out of 22.4

spent online). Facebook users aged 55 and up spend an average of 4.6 hours

each week on the site. The study looked at Facebook activity by ethnicity as

well. Asians were the most active Facebook users, according to the findings.

They spent the majority of their weekly Internet time on Facebook as a group

(39.6 percent). With 35.1 percent, African Americans were the second most

frequent consumers.

In the online selling, marketing strategy is very important. It talks

about company’s overall plan for reaching out to potential customers and

converting them into paying clients for their goods or services. The

company's value proposition, core brand message, statistics on target

customer demographics, and other high-level elements are all included in a

marketing plan. The "four Ps" of marketing—product, pricing, place, and

promotion—are all covered in a comprehensive marketing strategy (Barone &

James, 2021).

In business strategy, market place plays a fundamental role in

the marketing mix of product or service (Camrite, 2021). Place strategy

considers how and where a company will place its products and services in

an attempt to gain market share and consumer purchases. Additionally,

Camrite (2021) tells that in market distribution, seller must understand the

needs of the consumer and determine which avenue provides the best ability

to put the product or service in front of the potential buyer.

Furthermore, Facebook can be used to create leads and increase sales

of products and services. You have an audience regardless of your market or

niche because there are so many individuals on the web. You also can't

avoid marketing on Facebook in some form if you're in business today,

especially online. When compared to other platforms, advertising on

Facebook is extremely simple and may be highly targeted. To maximize your

return on investment (ROI) and connect with your unique customer group,

you'll need a great marketing strategy (Edmondson, 2019).

On the other hand, marketing activities that would cost thousands of

dollars on other platforms can be done for a fraction of the price on

Facebook. This makes it excellent for small to medium-sized firms on a tight

marketing budget. Larger companies can also use Facebook to test

marketing concepts and themes before committing to larger campaigns

("Benefits of Facebook.", 2021).

However, customer’s feedback is the most crucial in marketing where

the seller must consider. Patel (2014), tells that if there’s’ only one negative

feedback, it can lose a company as many as 22% of its customers. In every

business, customer’s feedback is coming into weightage. In business, there

is a never-ending way to find out what customers need and deliver it

accurately to them instantly to meet their expectation. This also means that

bad or good feedback is equally important for business small or big. And the

good news is in customer’s feedback strategy – the company may avoid

negative impact on it if they would listen to their customer’s perception.

Also, in online business marketing, customers’ perception is weighty.

In customers’ perception it is how customers feel about the services or

products. Chambers (2020) said that customers’ perception in an online

selling is everything. The way customers perceived creates impacts

acquisition and retention and can even affect ability to raise capital. Thus,

business success can be measured by customers’ perception based from

their satisfaction.

Review of Related Studies

Abdallah (2021) investigates the effects of online shopping on

improving customer satisfaction. The effects of online shopping on

improving customer satisfaction in retail establishments. Findings reveal

that customer satisfaction plays a vital role in how the choices of people to

shop online. Websites who offered online shopping must create a customer

satisfaction and delight in terms of services. User-friendly applications or

websites that can easily accessible to the public are the preferences of the

online shoppers. It was also revealed from the study that online shopping

has different variation in terms of preferences according to age and gender.

Finding of the study made an implication that online shopping serves

customer by having a good quality in terms of its access and comfort which

tend to increased customer contentment.

Additionally, Pawar (2014) reveals the findings of his study on

effectiveness of online marketing on integrated marketing is that increasing

literacy of people of using internet is the main reason for growing importance

of online marketing. Findings also discloses the truly advantages of internet

in any various form such as social networking, online shopping & media

sharing (photo, music, video). This makes fond the intensity of using

internet. With the outgrow of internet usage, traditional marketing becomes

slowly in purpose of selling, people to patronized more product coming from

online marketing rather than what they see and read from television and

print media. It was also added on the findings that the capability of

interaction between consumers and advertisers and the wide range

information and ease shopping are the reasons why people favorably use

online marketing.

Zhou et., al. (2016) investigates the effects of such information value

on consumers’ purchase intention through the building of online brand

equity. It also examines how perceived usefulness intervenes in the

relationship between micro-blog information value and consumer purchase

intention. Findings reveal that customers prefer informative, attention-

grabbing and stunning online retailers’ micro-blog posts. It created positively

impact online retailers’ brand equity, which in turn influences consumer

purchase intention.

However, Yan et., al. (2012) investigates a study on business pricing in

order to provide a framework to help business marketers with a mixed

online and traditional retail channel (multi‐channel company) and so as to

find the

optimal pricing strategy and market structure in order to maximize their

profits. Findings show that an optimal pricing strategy depends upon

different market structures for a multi‐channel company. When a company

uses multiple channels to sell its product, the optimal pricing strategy is to

use a low‐high pricing strategy if the online marginal cost is equal to or less

than the traditional marginal cost, or a high‐low pricing strategy if the online

marginal cost is far larger than the traditional marginal cost. Also, in order

to maximize its profit, the company using multiple channels should adopt

channel integration as the optimal market structure.

On the other hand, application of Information Computer Technology in

financial management creates advancement to level up business

performance. Azam (2015) made a investigates a study in order to look at

the environmental and cultural factors with a view to achieving ICT usage

success in terms of enhanced firm performance. Specifically, the study is

more on improving organizational practices and procedures by eliminating

the traditional power distance inside organizations and implementing

necessary rules and regulations are important actions for managing

environmental and cultural uncertainties.

Traditional marketing tactics can no longer maintain a firm, according

to the report "The growth of social media as a marketing tool for

entrepreneurs." However, the time, effort, utility, and ability to track results

made using social media for marketing impractical. With the introduction of

analytics and other advanced measurement tools, entrepreneurs are

discovering that they can now utilize data to optimize their social media
marketing efforts in addition to using social media as a marketing tool. An

exploratory study on Emirati female entrepreneurs' usage of Instagram as

marketing tool. The UAE has an internet penetration rate of more than 80%

and has made extensive use of social media for both social and business

purposes. The purpose of this exploratory study is to learn about the

experiences of Emirati businesswomen who use Instagram to sell their small

enterprises. During in-depth interviews and focus group sessions, nine

successful businesswomen were identified, and their experiences were

recorded. Instagram is widely utilized by Emirati women entrepreneurs,

particularly for home-based enterprises, according to the report (Wally &

Koshy n.d.).

With the rise of social networking today, many micro-enterprises adopt

Facebook Fan Pages and use its native features for marketing purposes.

However, the native features provided by Facebook Fan Pages are limited

and may not be suitable to the nature of different types of micro-

entrepreneurship. As compared to micro entrepreneurship, big companies

have relatively substantial resources in developing their own applications

integrated with Facebook by using Facebook Application Programming

Interface (API). The integrated applications developed by big companies

would help them utilize the platform provided by Facebook for specific

marketing purpose. Micro-enterprises, on the other hand, face greater

challenges in following big corporations' strategy due to limited financial and

non-financial resources. Micro-businesses may research and utilize

numerous Third-Party Applications (TPAs) on Facebook for their marketing

purposes in order to make better use of Facebook. Despite this, there is a

scarcity of study devoted to this new problem. As a result, this study is a

first step toward leveraging social networking sites for micro-business

marketing and contributes to the literature in various ways. This article

intends to investigate how micro-businesses may leverage Facebook and its

TP as to create effective marketing operations. This study extensively

investigated and examined Facebook's original features as well as three

different types of TP As. This study's findings provide corresponding tactics

and suggestions in various marketing stages experienced by micro-

enterprises, and are expected to be a valuable resource for marketing

managers and entrepreneurs in the micro-entrepreneurship arena (Jang et

al., 2019).

In the study "The Effectiveness of Facebook as a Marketing Tool

(Saudi Arabia Case Study)," the researchers focused on Facebook and its

utility as a marketing tool among Saudis. Facebook is an effective marketing

tool since its designers created an advertising system that allows firms to

leverage each Facebook user's information for customized advertising.

Facebook is a wonderful tool for businesses and their customers to

communicate directly. Through extensive research and analysis, the

researchers intended to see if Facebook is a viable marketing tool in Saudi

Arabia, where advertisers may reach and influence targeted consumers. The

positive consequences were identified throughout the course of several

stages. According to an exhaustive review of literature from many industry

experts, there is a desire for social media marketing and the perfect social

marketplace. According to proposed techniques for community development

and establishing a successful presence on these online platforms,

organizations must build relationships with consumers through openness

and a welcoming attitude without overselling. Because Facebook was

suggested as the best platform for a Saudi Arabian company to create a

social marketplace, and because there is a correlation between a company's

Facebook presence and marketing effectiveness, a thorough investigation of

the site's features and environment was also required. Some of the various

applications that organizations can employ for marketing purposes were

highlighted. Almost no other social networking site offers as many options

for businesses to facilitate client relationships as this platform. Finally, a

new poll was conducted to provide updated information on the attitudes of

typical internet users. According to the key findings, consumers appreciate

online communities and encourage that they participate in them (Al-

Hadban, et.al 2014).

The primary research goal of this paper was to look into the long-term

effects of social-media-based entrepreneurial marketing with celebrity

endorsers on purchase intentions. We looked into the mediating influence of

brand differentiation on brand image as well as the moderation effect of

brand differentiation. The findings suggest that through improving the image

of the sponsor's company, celebrity endorser credibility increases purchase

intention among members of the sponsored Facebook fan network. Brand

uniqueness serves a dual purpose: it amplifies the impact of celebrity

endorsement on brand image while also buffering the impact of brand image

on purchase intent. Most importantly, these improvements lasted for the

whole four-year study period. In three ways, our discoveries add to the body

of knowledge. First, the study of the effects of entrepreneurial marketing on

Facebook gives theoretical concepts on strategic social-media marketing a

modern spin (Felix et al., 2017). Second, from the customer's perspective,

the relationship between celebrity endorser credibility, brand image, and

purchase intention contributes not only to the research stream at the

intersection of entrepreneurship and marketing (Kraus et al., 2012), but also

to social media discussions about branding (Capatina et al., 2017). Third, by

emphasizing the moderating impact of brand differentiation, this research

can help practitioners understand the conditions under which this

particular entrepreneurial marketing technique might reach its full potential

(Fink et al., 2018).

The goal of this article is to look at the impact of Millennials'

behavioral attitudes toward the world's most popular social media platform,

Facebook, and to see if different usage and demographic characteristics have

an impact on intent-to-buy and purchase perceptions. In South Africa,

quantitative research was undertaken by a survey of over 3,500 respondents

using self-administered structured questions. The data was analyzed using a

generalized linear model. The findings show that Facebook advertising had a

beneficial impact on the behavioral attitudes (intention-to-buy and

purchase) of Millennial in South Africa. The demographic influence of ethnic

orientation, as well as the usage characteristics, log on length, and profile

update incidence, all contributed to more favorable opinions of Facebook

advertising (Duffett, 2015).

The growth of Small and Medium Enterprises (SMEs) in Indonesia

makes the owner to have an excellent strategy especially marketing strategy

to broaden their market share and increase their products or services'

quality. Due to SMEs weaknesses of lack in human and financial resources,

they need to conduct online marketing to reach their consumers, fasten the

transactions and better customer support, thus saving costs for doing

marketing campaign, etc. One of the biggest social networks in the world,
Facebook can be a solution for SMEs by exploited their features i.e.

Facebook Profile, Group and Fans Page for marketing purposes. Most of

SMEs today have adopted Facebook as their marketing medium but they

have not measured the impact and effectiveness of marketing that they have

done. In order to better understand the need of online marketing for SMEs

and to provide guidelines for Indonesian SMEs in choosing marketing

medium, this paper presents the impact analysis of using Facebook in two

Indonesian SMEs i.e. Inspired 27 and Garlick Store Company (Handayani &

Disdaining, 2011).

CHAPTER 3

RESEARCH METHODS

This chapter presents and discusses the methods and procedures that

was used in answering the problems posted in this study. It includes the

research design, the locale and time of the study, the respondents of the

study, instruments, data gathering procedures and statistical treatment of

data used.

Research Design

Mean and standard deviation design attempts to collect quantifiable

information for statistical analysis of the population of the sample. It is a

popular market research tool that allows us to collect and describe the

demographic segment’s nature (questionpro.com). This employed in the

study using a questionnaire to gather the needed data that serve as inputs

to the reference model. This involved the collection of data to answer the

questions concerning the current status of the subjects of the study. It also

determined information about the variables. Frequency and percentage

distribution were used to describe the profile of the respondents using

Facebook App in their business as part of their marketing strategy.

The data was being gathered by using questionnaire instruments and

are described and interpreted and the numerical values are statistically

analyzed. Mean, standard deviation, person product and multiple

regression analysis was also used as statistical tools of the study. The

respondents of the study are the 40 online sellers using Facebook

Application within from municipality of Malitbog, Bukidnon province.

Research Locale

This study was conducted as concluded in Municipality of Malitbog,

dubbed as "Home of future millionaires". It is located in Region 10; Northern

Mindanao Region and it is part of the province of Bukidnon. This place is

made up of plain land, mountains with waterfalls and cold rivers.

Respondent of the Study

The respondents of the study are those individuals who do small

businesses in online selling with the use of Facebook application within the

Municipality of Malitbog, Bukidnon. The online sellers are the source of

information for the effectiveness of the internet as marketing tool. There are

40 respondents that will participate in the study and these are the small

business owners of Municipality of Malitbog, Bukidnon for an entrepreneur

during Covid-19 pandemic.

Facebook Application users in online selling who experienced difficulty

or effective in selling products during pandemic situation. They are selected

purposely provided that they are online sellers.

Sampling Procedures

The selection of all the respondents will be done using purposive

sampling method. Purposive sampling is a non-probability sampling in

which researchers rely on their own judgement when choosing members of

the population to participate in their survey (Alchemer.com). Since, it is

pandemic and face-to-face was not allowed, with the alignment of AITF

protocols, the researcher has purpose selects 40 online sellers using

Facebook Application within the context of municipality of Malitbog,

Bukidnon province only. The selected respondents have been answer

research survey using online Google survey platform.

Research Instrument and Their Validity

Survey questionnaire that researchers made was utilized in gathering

data for the study. It includes the information of services, marketing

strategies and entrepreneurial skills of online sellers. The questionnaire

includes perceptions of the respondents and information’s including

demographic profile ages, civil status, and sex . The structured indicators for

the respondents' perception have one (1) to four (4) choice according to how

they perceive the services of Facebook app as marketing tool. The choices'

corresponding points are the following: first is a scale of 4 with range mean

of 4.0-3.0 with the description of strongly agree and the interpretation of

very high , secondly a scale of 3 with range mean of 2.99-2.0 with the

description of agree and the interpretation of high, thirdly a scale of 2 with

range mean of 1.99-1.0 with the description of disagree and the

interpretation of low, lastly a scale of 1 with range mean of 1.0-0.99 with the

description of strongly disagree and the interpretation of very low. The

questionnaire have been check and has been validated with the assistance of

the research adviser.

Data Gathering Procedure

The researchers adviser and Department head gave their approval for

the study to be carried out. A letter of permission is attached to the

questionnaire, stating the purpose of the study to understand more. With

the approved research instrument, the researcher would proceed to

purposively determine the respondents and continue the process of

collecting data. Right after the respondents had finished answering the

questionnaire; the data will be scored, tallied, and tabulated by the

researcher.

The scoring procedure will use in this study are as follows:

SCALE RESPONSES RANGE

Scale Range Mean Description Interpretation

4 4.0 - 3.0 Strongly Agree Very High

3 2.99- 2.0 Agree High

2 1.99 – 1.0 Disagree Low

1 1.0 – 0.99 Strongly Very Low

Disagree
Statistical Treatment

In the processing of data, the following statistical techniques will be

employed:

Frequency and percentage distribution will be used to describe the

profile of the respondents, in terms of their age, sex and length of years in

the online business.

Mean and standard deviation will be used to describe the products,

price, promotion and people.

CHAPTER 4

PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA

This chapter presents the data gathering of the study, interpretation of

the results from conducted survey and the Facebook Application analysis.

Problem #1. What is the demographic profile of the respondents

in terms of ?
1.1 Age,

1.2 Sex, and

1.3 civil status

Frequencies and Percentages of Ages, Sex and Civil Status

 Count Percent (%)

17 0 0.0%

19 0 0.0%

20 0 0.0%

21 0 0.0%

22 0 0.0%

24 0 0.0%

25 0 0.0%

26 0 0.0%

27 0 0.0%

28 0 0.0%

29 0 0.0%

30 0 0.0%

31 0 0.0%

33 0 0.0%

34 0 0.0%

35 0 0.0%

36 1 2.5%
Age
39 0 0.0%

42 1 2.5%

44 1 2.5%

45 1 2.5%

22 1 2.5%

24 4 10.0%

25 2 5.0%

26 4 10.0%

27 1 2.5%

28 4 10.0%

29 3 7.5%

30 3 7.5%

31 1 2.5%

33 3 7.5%
Age 39 1 2.5%

42 1 2.5%

44 2 5.0%

45 1 2.5%

Male 3 7.5%
Sex
Female 37 92.5%

Married 0 0.0%

Single 0 0.0%

Civil Married 15 37.5%

Status Separated 1 2.5%

Single 24 60.0%

Table above shows the profile of the respondents in terms of age, sex

and civil status. Based from the table, it shows that majority of the

respondents belongs to age of 26 and 28 years old. Out of 40 respondents

the youngest online seller belongs to age of 22, and the oldest online seller

belongs to age of 45years old. Finding shows relevance from the study of

Morpace (2019) which implies that in online selling users aged 18 to 34

spend the most time on the site each week (8.5 hours out of 22.4 spent

online). Facebook users aged 55 and up spend an average of 4.6 hours each

week on the site.

While in terms of sex and status, it can be observed from the table

that majority of the respondents are female and single. Findings show that

observable differences in how men and women behave as shoppers. It’s

clear, men and women think differently about shopping and will approach

the act of shopping online in different ways. This is very true in connection

to Abdallah (2021) findings which foretells that user-friendly applications or

websites that can easily accessible to the public are the preferences of the
online shoppers. It was also revealed from the study that online shopping

has different variation in terms of preferences according to age and gender.

Problem# 2. What are the Marketing Strategies in terms of?

2.1. Products

2.2. Prices

Table 3

Mean Distribution of Respondents

Facebook Application for Marketing
Strategy in terms of Products

Items Me Std. Descrip Inter

an Deviat tion preta
ion tion

Facebook
application
is an
opportunit
y for the
entreprene
urs to
promote
and sell
their
products.]

In terms of
Market
scope, it is
of great
advantage
for online
seller using
Facebook
application
compared
 on selling
products
from
physical
store

In
Facebook
Application
, buyers
have the
chance to
brows and
choose
products
but based
from their
own
preferences

.]

Items N Mean Std. Description Interpretation

Deviation

Facebook
Application for
Marketing
Strategy in terms
of Products [1.
Facebook
40 3.82 .385
application is an
opportunity for
the entrepreneurs
to promote and
sell their
products.] Strongly Very High
Agree
Facebook
Application for
Marketing
Strategy in terms
of Products [2.
In terms of
Market scope, it
is of great
40 3.63 .490
advantage for
online seller
using Facebook
application
compared on
selling products
from physical
Strongly Very high
store.]
Agree

Facebook
Application for
Marketing
Strategy in terms
of Products [3.In
Facebook
Application, 40 3.62 .490
buyers have the
chance to brows
and choose
products but
based from their
own preferences.] Strongly Very High
Agree

Facebook
Application for
Marketing
Strategy in terms
of Products
[4.Facebook
40 3.55 .597
Application
transacts
business faster
than the usual
form of buying Strongly Very High
and selling.] Agree
 Facebook
Application for
Marketing
Strategy in terms
of Products [5.
There is a great
40 3.47 .506
income
opportunity to
online selling
compared to
selling in physical Strongly Very High
stores.] Agree

Valid N (listwise) 40

Scale Range:

Instrument: Mean and Standard Deviation

Point Scale Legend Interpretation
4.0-3.0 Strongly agree Very high
2.99-2.0 Agree High
1.99-1.0 Disagree Low
1.0-0.99 Strongly Disagree Very low.

Table above are the indicators that measure Facebook Application as for
marketing strategy in terms of products.

It can be gleaned from the table that majority of the respondents

regarded Facebook Application is an opportunity for the entrepreneurs to

promote and sell their products, with 3.82 mean value and .385 standard

deviation respondents replied “Strongly Agree”. This mean to say that most

of the respondents use Facebook Application as the avenue for selling. It is

true from the notion of Mercer (2021) which says that Facebook application
not only generates cash for the company, but it also provides a once-in-a-

lifetime chance for small enterprises with limited advertising budgets that

need to target certain groups.

While in indicator which tells that “In terms of Market scope, it is of

great advantage for online seller using Facebook application compared on

selling products from physical store”, majority of the respondents answered

“Strongly Agree” with 3.63 mean value and .490 Standard Deviation which

illustrates “Very High interpretation”. This result implies that market place

plays a fundamental role in the marketing mix of product or service

(Camrite, 2021).

Furthermore, indicator that use to measure Facebook Application if

buyers have the chance to brows and choose products but based from their

own preferences, table above reveals that a “Strongly Agree” responses with

mean value of 3.62 and .490 standard deviation. This finding implies a “very

high” interpretation. It is likewise true to Chambers (2020) idea that

customers’ perception in an online selling is everything.

Likewise, indicator which says that “Facebook Application transacts

business faster than the usual form of buying and selling” connotes

“Strongly Agree” from the respondent’s perspective. Results shows 3.55

mean value and .597 standard deviation which can be interpreted “very

high”. This finding somehow very significant to the conclusion made by

Pawar (2014) where he concluded the truly advantages of internet in any

various form such as social networking, online shopping & media sharing
(photo, music, video). This makes fond the intensity of using internet. With

the outgrow of internet usage, traditional marketing becomes slowly in

purpose of selling, people to patronized more product coming from online

marketing rather than what they see and read from television and print

media.

Same as true with the indicator which says that “There is a great

income opportunity to online selling compared to selling in physical stores”.

This indicator reveals “Strongly Agree” responses with 3.47 mean value and.

506 standard deviation which brings “very high” interpretation. This made a

notion that people to patronized more product coming from online

marketing(Pawar, 2014).

1. Descriptive Statistics of Price

N Mean Std. Description Interpret

Deviation ation

Facebook Application
for Marketing Strategy
in terms of Price [1. In
Facebook Application, Strongly Very
40 3.35 .580
sellers create more Agree High
value on the products
to justify their set
prices.]

Facebook Application
for Marketing Strategy
in terms of Price [2.
Using Facebook Strongly Very
40 3.37 .586
Application sellers can Agree High
easily identify buyers
who can afford their
services or products.]
Facebook Application
for Marketing Strategy
in terms of Price [3.
Prices of goods and 40 3.38 .540 Strongly Very
services in an online Agree High
selling can create
sufficient profit.]

Facebook Application
for Marketing Strategy
in terms of Price [4. In
online selling using Strongly Very
40 3.15 .700
Facebook Application, Agree High
sellers can add hidden
charges to get a higher
profit.]

Facebook Application
for Marketing Strategy
in terms of Price [5.
40 3.28 .640
Setting of prices by Strongly Very
sellers is sufficient to Agree High
stay in online selling.]

Valid N (listwise) 40

Scale Range:

Instrument: Mean and Standard Deviation

Point Scale Legend Interpretation
4.0-3.0 Strongly agree Very high
2.99-2.0 Agree High
1.99-1.0 Disagree Low
1.0-0.99 Strongly Disagree Very low.

Table above are the indicators that measure Facebook Application as

for marketing strategy in terms of price.

It can be seen from the table that indicator which says that in

“Facebook Application, sellers create more value on the products to justify

their set prices” gathered

A mean value of 3. 35 with .580 standard deviation. This result implies

“Strongly Agree” from respondents in terms of giving concerns in using

Facebook application for marketing strategy in terms of price. Thus, this

finding finds significance from the statement expressed by Yan (2012) which

says that online selling in Facebook Application will create more chances of

buyers, products can be selling in any different web sites, the more

marketing websites the more chances of selling, the bigger profit.

Yet, another indicator which tells that “Using Facebook Application

sellers can easily identify buyers who can afford their services or products”.

Results reveals “Strongly Agree” with mean value of 3.37 and .586 standard

deviation. This finding shows implication that social media dependent spent

more time in Facebook, in fact Morpace (2018) declares that Asians were the

most active Facebook users, secondly by African Americans were the second

most frequent consumers.

Consequently, on the idea that “Prices of goods and services in an

online selling can create sufficient profit” in Facebook Application, majority

of the respondents replied “strongly Agreed” with 3.38 mean value and .540

standard deviation. This finding reflects what The Department of Trade and

Industry Secretary Ramon Lopez said that “online selling had boom up since

this is the only means pull our daily needs both for buyers and sellers”.

Nevertheless, Marketing Strategy with Facebook Application in terms

of “sellers can add hidden charges to get a higher profit”, most of the

respondents answered “Strongly Agree” with mean value of 3.15 and .700

standard deviation. This implies higher interpretation from respondent’s

perspective. Likewise, online sellers gained more profit compared to actual

physical stores. Hence, in selling with physical stores, they still liable to rent
selling space, they will pay more in billing of utilities and other

miscellaneous expenses.

More on that, pricing is very crucial in an online selling. Indicator that

use to say that “Setting of prices by sellers is sufficient to stay in online

selling” gathered “very high” interpretation from ‘Strongly Agree” (3.28 mean

value and .640 standard deviation) responses from respondents. The result

is true as to the statement of Yan (2012) which says that sellers had created

web channel, this will create more chances of buyers, products can be

selling in any different web sites, the more marketing websites the more

chances of selling, the bigger profit hence online sellers can earn big profit

by setting a good price.

2. Descriptive Statistics of Place

N Mean Std. Description Interpretat

Deviation ion

Facebook Application for

Marketing Strategy in
terms of Place [1.
Facebook. Application in 40 3.70 .464 Strongly Very High
selling can create Agree
advantages in saving for
physical store rentals.]

Facebook Application for

Marketing Strategy in
terms of Place [2. Selling
using Facebook Strongly Very High
Application can reach 40 3.70 .464 Agree
anywhere thus it can
result to a higher profit
because of a wider market
scope.]
Facebook Application for
Marketing Strategy in
terms of Place [3.
Purchasing goods and 40 3.65 .483 Strongly Very High
services using Facebook Agree
Application can save time
and effort.]

Facebook Application for

Marketing Strategy in
terms of Place [4.
Facebook Application has Strongly Very High
a wider market scope 40 3.60 .545 Agree
compared to the
traditional physical store
which is very limited in
space area.]

Facebook Application for

Marketing Strategy in
terms of Place [5. No
maintenance for repair, Strongly Very High
40 3.60 .545
bills for water and Agree
electricity can be in
selling using Facebook
Application.]

Valid N (listwise) 40

Table above show the indicators that measure Marketing Strategy

using Facebook Application in terms of place.

Looking at the table, findings reveals that majority of the respondents

answered “Strongly Agree” with mean value 3.70 and .464 standard

deviation when it comes to indicator that says “. Facebook. Application in

selling can create advantages in saving for physical store rentals”. This is an

obvious turnover for the online sellers. This will be a big savings on their

part compared to selling via physical stores hence market place plays a

fundamental role in the marketing mix of product or service (Camrite, 2021).

 Additionally, “selling using Facebook Application can reach anywhere

thus it can result to a higher profit because of a wider market scope”, this

indicator is asked to the online sellers and divulges “strongly Agree” with

3.70 mean value and .464 standard deviation. The result simply tells higher

interpretation in terms of higher profits from online selling. In an online

platform selling of products is not limited for a specific place, rather it can

go anywhere at any time. This is linked with to Edmondson (2019)

conclusion that Facebook can be used to create leads and increase sales of

products and services. You have an audience regardless of your market or

niche because there are so many individuals on the web.

Purchasing goods and services using Facebook Application can save

time and effort this was the indicator indicated above on the table which

gathered “Strongly Agree” responses from respondents with 3.65mean value

and .483 standard deviation. This means to say that most of the purchaser

patronize online orders since they can save time, money and effort. By just

click using Facebook Application, they can immediately purchase good

without hassles. Same with the findings of study of Abdallah (2021), it

made an implication that online shopping serves customer by having a good

quality in terms of its access and comfort which tend to increased customer

contentment.

Moreover, on the indicators about “Facebook Application has a wider

market scope compared to the traditional physical store which is very

limited in space area” and “No maintenance for repair, bills for water and

electricity can be in selling using Facebook Application” shows “strongly

agree” responses from 40 respondents having both mean value of 3.60

and .545 standard deviation. Conclusion stated by Camrite (2021) that

market place plays a fundamental role in the marketing mix of product or

service is very true.

3. Descriptive Statistics of People

N Mean Std. Description Interpretat

Deviation ion

Facebook Application for

Marketing Strategy in terms
of People(customers) [1.
The more Facebook friends Strongly Very High
40 3.68 .526
a seller has, the bigger of Agree
chances in getting of more
customers causing an
increase in sales.]

Facebook Application for

Marketing Strategy in terms
of People(customers) [2.
Using Facebook App as an
online selling platform
Strongly Very High
buyer can easily send out 40 3.73 .452
Agree
regular updates about their
products wherein
customers can directly
react to, and share with
their f

Facebook Application for

Marketing Strategy in terms
of People(customers) [3. In
buying goods and services Strongly Very High
40 3.57 .594
in online market, Agree
customers can directly and
easily express their
feedback to the seller/s.]

Above are the indicators that use to measure respondent’s perspective

on Facebook Application Marketing Strategy in terms of People. Indicators

which says that “The more Facebook friends a seller has, the bigger of

chances in getting of more customers causing an increase in sales” gather

“Strongly Agree” responses from the respondents with 3.68 mean value

and .526 standard deviation.

While indicators about Marketing Strategy in Facebook Application

which says “Using Facebook App as an online selling platform buyer can

easily send out regular updates about their products wherein customers can

directly react to, and share with their friends” connotes: Strongly Agree”

responses with mean value of 3.73 mean value and .452 standard deviation.

This requires higher interpretation based from the given scale range. It

means to say that information about the must be presented online. Updated

features about the product is very important as Marketing Strategy. Both of

the indicators above show relatedness to the idea of Zhou et., al. (2016)

which examines the relationship between micro-blog information value and

consumer purchase intention. According to their findings customers prefers

informative, attention-grabbing and stunning online retailers’ micro-blog

posts. It created positively impact online retailers’ brand equity, which in

turn influences consumer purchase intention. Creating micro-blog

information attracts viewers and followers. Thus, the more friends a seller

has in Facebook, the more chances of getting more purchase from friends.

However, feedback is very important to online sellers. online sellers’

sustainability will become stronger if the sellers creates an avenue for

customers’ feedback. Through this buyers and sellers can exchange their

perspective thru online format. This finding is true when respondents

answered “Strongly Agree” with the indicators which says” In buying goods

and services in online market, customers can directly and easily express

their feedback to the seller/s”. “Customer satisfaction plays a vital role in

how the choices of people to shop online. Websites who offered online

shopping must create a customer satisfaction and delight in terms of

services. User-friendly applications or websites that can easily accessible to

the public are the preferences of the online shopper Abdallah, 2021).

Descriptive Statistics of People

N Mean Std. Description Interpretation

Deviation

Facebook Application
for Marketing Strategy
in terms of
People(customers) [4. Strongly Very High
Opinion and Agree
40 3.65 .483
expectations of
customers is very
important for online
sellers for them to
abreast their needs.]

Facebook Application
for Marketing Strategy
in terms of
People(customers) [5.
Online buyer's loves
Strongly Very High
customize page of the
Agree
sellers in order for 40 3.58 .501
them to know more
about the sellers,
knowing about sellers
business personality
and character
(building tr

Valid N (listwise) 40

However, when it comes to Marketing Strategy in terms of people

about Opinion and expectations of customers for them to express their

needs, majority of the respondents got answered with “Strongly Agree”

responses with 3. 65 mean value and .483 standard deviation. This is

absolutely true to Patel (2014) notions which tells that if there’s’ only one
negative feedback, it can lose a company as many as 22% of its customers.

In every business, customer’s feedback is coming into weightage. Thus,

online sellers must keep abreast with buyers’ expression and expectations.

While indicators that measures Marketing Strategy in Facebook

Application about knowing business personality and character most

respondents “Strongly Agree” with the statement getting of 3.58mean value

and .501 standard deviation. This connotes higher interpretation from scale

range which means to say that of trust is also a big deal in business online.

Sometimes, online sellers allow celebrity to endorse products in order to win

buyers trust. Through improving the image of the sponsor's company,

celebrity endorser credibility increases purchases intention among members

of the sponsored Facebook fan network and also social media discussions

about branding (Capatina et al., 2017.).

Descriptive Statistics of Issues on

Customer’s Feedback

N Mean Std. Description Interpretation

Deviation

Issues on Customer's
Feedback in Facebook
Agree High
Marketing App [1.
40 2.73 .784
Sometimes gathering
customer's feedback is
a waste of time.]

Issues on Customer's
Feedback in Facebook
Agree High
Marketing App [2.
40 2.88 .822
Customer's feedback
can be harsh, vocal
and offend sellers.]
Issues on Customer’s
Feedback in Facebook
Marketing App [3.
Reading positive and Strongly Very High
negative feedbacks 40 3.05 .714 Agree
from online buyers
makes them feel
confused and hesitate
to purchase.]

Issues on Customer's
Feedback in Facebook
Marketing App [4.
Monitoring customer's 40 3.02 .800 Strongly Very High
feedback requires time Agree
to review and burden
to online sellers.]

Issues on Customer's
Feedback in Facebook
Marketing App [5.
Sellers don't have
enough time to 40 2.73 .877
Agree High
entertain Customer’s
feedback and does not
affect online seller's
profits for business.]

Valid N (listwise) 40

Scale Range:

Instrument: Mean and Standard Deviation

Point Scale Legend Interpretation
4.0-3.0 Strongly agree Very high
2.99-2.0 Agree High
1.99-1.0 Disagree Low
1.0-0.99 Strongly Disagree Very low.

Table above indicates Issues on Customer's Feedback in Facebook

Marketing App which says that “Sometimes gathering customer's feedback is

a waste of time”. This

Indicator gathers “Agree” perspective from the respondents with mean value

of 2.73 and .784 standard deviation. While, indicator which tells that

Customer's feedback can be harsh, vocal and offend sellers gathered “agree”

responses from the respondents with 2.88 mean value and .822 standard

deviation.

On the other hand, indicator in online selling strategy which says

that “Reading positive and negative feedbacks from online buyers makes

them feel confused and hesitate to purchase” has a 3.05 mean value

with .714 standard deviation while indicator that use to measure online

seller marketing strategy which says that “Monitoring customer's feedback

requires time to review and burden to online sellers” gathered a “Strongly

Agree” response with 3.02 mean value and .800 standard deviation.

Consequently, indicator that tells “sellers don't have enough time to

entertain Customer’s feedback and does not affect online seller's profits for

business” has resulted for an “Agree” response with 2.73mean value .877

standard deviation. This means to say that sometimes online sellers

regarded customers’ feedback as a waste of time. In contrast to the findings,

Chambers (2020) said that customers’ perception in an online selling is

everything. The way customers perceived creates impacts acquisition and

retention and can even affect ability to raise capital. Thus, business

success can be measured by customers’ perception based from their

satisfaction.

Descriptive Statistics of Issues on Targeted

Customers

N Mean Std. Description Interpretation

Deviation
Issues on Targeted
Customers [1. Online
40 2.65 .802 Agree High
sellers have no plan or
strategic place.]

Issues on Targeted
Customers [2. Sellers
Agree High
don't consider much 40 2.75 .809
on buyer's
preferences.]

Issues on Targeted
Customers [3. Some
Agree High
sellers don't have the 40 2.75 .707
ability to adapt to new
trends.]

Issues on Targeted
Customers [4. There is
40 3.42 .675 Strongly Very High
too much competition
Agree
in the online market.]

Issues on Targeted
Customers [5.
Sometimes buyers are
seemed interested but 40 3.15 .662 Strongly Very High
they are not ready to Agree
buy which in turn they
become scammer.]

Valid N (listwise) 40

Scale Range:

Instruments: Mean and Standard Deviation

Point Scale Legend Interpretation

4.0-3.0 Strongly agree Very high

2.99-2.0 Agree High

1.99-1.0 Disagree Low

1.0-0.99 Strongly Disagree Very low.

Presentation on table above is about issues on target customers.

Indicator which tells that “Online sellers have no plan or strategic place”

gathered “Agree” response from total respondents with 2.65 mean value
and .802 standard deviation. While, indicator that says “Sellers don't

consider much on buyer's preferences.” Has an “agree” response from the

respondents with mean value of 2.75 and standard deviation of .809. Same

with the indicator that says “Some sellers don't have the ability to adapt to

new trends” Has an “agree” response from the respondents with mean value

of 2.75 and standard deviation of .707.

Meanwhile, issues that says “There is too much competition in the

online market” creates “Strongly Agree” response with 3.42 mean value

and .675standard deviation. Likewise, issue on “Sometimes buyers are

seemed interested but they are not ready to buy which in turn they become

scammer” gathered “Strongly Agree” answer from the respondents with

3.15mean value and standard deviation of .662.

All these findings tell that in the online selling, marketing strategy is

very important. According to Barone & James (2021, the "four Ps" must

always reflect in marketing—product, pricing, place, and promotion—are all

covered in a comprehensive marketing strategy.

Descriptive Statistics Issues on Costumer’s

Perception

N Mean Std. Description Interpretation

Deviation

Issues on Customer's
Perception [1. Deceiving
images, videos and Strongly Very High
expressions of goods and 40 3.35 .622 Agree
services sometimes are
observed in Facebook
Application.]
 Issues on Customer's
Perception [2.
Strongly Very High
Consistency of 40 3.42 .549
Agree
scheduling of post is
hard to maintain.]

Issues on Customer’s
Perception [3. Mode of
Strongly Very High
payment sometimes and 40 3.23 .577
Agree
receivables of payment
sometimes erroneous.]

Issues on Customer's
Perception [4. Dummy
Strongly Very High
account from both 40 3.27 .599
Agree
buyers and sellers are
often times an issue.]

Issues on Customer's
Perception [5. Honesty,
transparency and buyer-
sellers trust are the main 40 3.63 .490 Strongly Very High
problem in online buying Agree
using Facebook
Application

Valid N (listwise) 40

Table above pertains to Issues on Customer's Perception. The first

Indicator stated above is about on Deceiving images, videos and expressions

of goods and services sometimes are observed in Facebook Application. This

statement gathers “Strongly Agree” perception from the respondents with

3.35 mean value and .622 standard deviation. This mean to say most of the

respondents sometimes felt dissatisfaction on actual product ordered online.

This implies Customers; expectation versus customers’ satisfaction. The

conclusions made by Fandalian et.al., (2019) bear a resemblance with its

concern hence sometimes customer satisfaction does not jibe with their

expectations and perceptions when it comes to online selling products. The

tangibility of product is very important against customers’ expectation.

Customers somehow feel dissatisfied when they receive a product that is not

beyond their expectation.

Meanwhile, issues with regards to “Consistency of scheduling of post

is hard to maintain” reveals a “Strongly Agree” responses with 3.42 mean

value and standard deviation of .549. Meaning regular customers always

look for a regular update of posting in online products. This finding links its

concept to Felix, et.al. (2017) made conclusion that the effects of

entrepreneurial marketing on Facebook gives theoretical concepts on

strategic social-media marketing a modern spin. Regular customers online

always look for what is new, what’s the trend, the marked down prices and

the availability of branded products.

However, “Mode of payment and receivables of payment sometimes

erroneous” also was an issue. With this indicator, majority of the

respondent’s answers “Strongly Agree” with 3.23 mean value and .577

standard deviation. The erroneous sending of payment to sellers finds

difficulties in retrieving cash back. This result signifies Cenusa (2020)

statement on his article that one of the greatest challenges you face is

understanding what the most used online payment methods are. Knowing

which online payment is best for that market is paramount, as shoppers are

70% more likely to finalize a purchase if their preferred payment method is

displayed as an option. Thus, this simply means that problem occurs when

mode of payment becomes complicated.

Consequently, both issues stated above on “Dummy account from

both buyers and sellers are often times an issue.” And “Honesty,

transparency and buyer-sellers trust are the main problem in online buying

using Facebook Application” gathers both “Strongly Agree” responses with

mean values of 3.27 and 3. 63 respectively and mean standard deviation

of .599 and .490 respectively. Both issues require online sellers’ credibility.

This connects to the idea of Vissers (2020), wherein he cited that a good e-

commerce entrepreneur provides a “Good-Friendly Website” and a “Good

Customer’s Support”. As the business grows in complexity, sellers’ need to

meet a broader range of customer inquiries. Likewise, a responsive design is

what makes your site look as clear, organized, and readable as it can be, no

matter what size screen is viewing it, can build trust to the customer.

Descriptive Statistics on Effective of Online

Selling

N Mean Std. Description Interpretation

Deviation

Effectiveness of online
selling [1. Actual
Strongly Very High
presentation of product
40 3.35 .662 Agree
via live streaming is
more reliable approach
to a costumer]

Effectiveness of online
selling [2. Live social
Strongly Very High
broadcast enables
40 3.53 .599 Agree
audiences to interact
with each other using
comments]

Effectiveness of online
selling [3. Hosting a live
40 3.63 .540 Strongly Very High
selling is simple and
Agree
easy]

Effectiveness of online
selling [4. It allows
Strongly Very High
sellers-buyers to 40 3.25 .670
Agree
interact and connect
directly]

Effectiveness of online
selling [5. There's a
40 3.60 .496 Strongly Very High
chance to broadcast a
Agree
product worldwide]

Valid N (listwise) 40
 Table above shows the Effectiveness of online selling. First indicators

that tells “Actual presentation of product via live streaming is more reliable

approach to a costumer” gathered “Strongly Agree” answers with mean value

of 3.35 and standard deviation of .662. While, indicators which says that

“Live social broadcast enables audiences to interact with each other using

comments” earned “Strongly Agree” perception from respondents with 3.53

mean value and .599 standard deviation.

Moreover, indicator on online selling effectiveness which says “Hosting

a live selling is simple and easy” created “Strong Agree” notion from

respondents with 3.63 mean value and standard deviation of .540. However,

when it comes to statement that Facebook Application “allows sellers-buyers

to interact and connect directly” majority of the respondents reacted

“Strongly Agree” answers with mean value of 3.25 and .670 standard

deviation. While in indicators which says “There's a chance to broadcast a

product worldwide” gathered “Strongly Agree” responses with 3.60 mean

value and .496 standard deviation.

In an over all perspective based on the effectiveness of online selling, it

can be implied that online selling is no longer new to everyone. In fact, this

could be now the trending manner of purchasing goods to keep safe, fast

track buying, effortless and time saving formula. Same with the statement of

Mercer (2021), Facebook offers a dedicated business interface, replete with

corporate profile pages and an advertising system that allows marketers to

target adverts based on the quantity of information users provide on the site.

This interface not only generates cash for the company, but it also provides

a once-in-a-lifetime chance for small enterprises with limited advertising

budgets that need to target certain groups. Likewise, this avenue of

entrepreneur market provided a response from social changes in the social

market. It is a concept, process, and application for understanding that

people are, what they desire, and then organizing the creation,

communication, and delivery of products and services to meet their desires

as well as the needs of society, and solve serious social problems like we

have for today-the pandemic.

CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION AND RECCOMENDATION

Summary of findings
The findings of the study were summarized and concluded as follows:
1. Based from the gathered data, findings reveal that majority of the

respondents belongs to age bracket of 26- 28 years old and the youngest

online seller belongs to age of 26 years old and the oldest is around 45years

of age. It can be concluded that most of the respondents are female and

single.

2. Findings reveals that indicators that use to measure Facebook Application

as for marketing strategy in terms of products such as saying that

“Facebook App is an opportunity for the entrepreneurs to promote and sell

their products”, using “Face book app Market scope it is of great advantage”,

:buyers have the chance to brows and choose products but based from their

own preferences using Facebook”, “buying and selling in Facebook App

transact faster”, and “great income opportunity compared to physical stores”

gathered “Strongly Agreed” from the total number of respondents.

3. However, in indicators that use to measure Facebook Application for

Marketing Strategy in terms of Price, such as justified set of prices,

affordable services or products, sufficient profit in online selling, additional

hidden charges to get a higher profit, and setting of prices by sellers is

sufficient to stay in online selling as marketing strategy, majority of the

indicators stated got “Strongly Agreed” answers from the respondents.

4. Moreover, Facebook Application for Marketing Strategy in terms of Place

gathered almost all “Strongly Agreed” answers from the point of view of

respondents on the statements that “Facebook App can create advantages in

saving for physical store rentals”, “Products reach anywhere thus it can

result to a higher profit because of a wider market scope”, “Purchasing goods

and services using Facebook Application can save time and effort”,

“Facebook Application has a wider market scope compared to the traditional

physical store which is very limited in space area” and “ No maintenance for

repair, bills for water and electricity can be in selling using Facebook

Application” respectively.

5. Consequently, indicators that use to measure Facebook Application for

Marketing Strategy in terms of People got all “Strongly Agreed” answers

from the perspective of online sellers’ respondents. The statements strongly

agreed by the respondents are the following: The more Facebook friends a

seller has, the bigger of chances in getting of more customers causing an

increase in sales, Using Facebook App as an online selling platform buyer

can easily send out regular updates about their products wherein customers

can directly react to, and share with their friends, In buying goods and

services in online market, customers can directly and easily express their

feedback to the seller/s, and Online buyer's loves customize page of the

sellers in order for them to know more about the sellers, knowing about

sellers business personality and character, respectively.

6. However, on indicators on the issues on Customer's Feedback in

Facebook Marketing App revealed only “Agreed” responses from two

statement indicators such as the statements of “Sometimes gathering

customer's feedback is a waste of time” and “Customer's feedback can be

harsh, vocal and offend sellers”. While other statements such as “Reading

positive and negative feedbacks from online buyers makes them feel

confused and hesitate to purchase” , “Monitoring customer's feedback

requires time to review and burden to online sellers” and “ Sellers don't have

enough time to entertain Customer’s feedback and does not affect online

seller's profits for business” respectively got “Strongly Agreed” answers

from majority of the respondents.

7. Lastly, indicators on Issues on Targeted Customers revealed only

“Agreed” answers from the respondents on statements that “ Online sellers

have no plan or strategic place”, “Sellers don't consider much on buyer's

preferences”, and “Some sellers don't have the ability to adapt to new trends”

however, statements such as “There is too much competition in the online

market: and “Sometimes buyers are seemed interested but they are not

ready to buy which in turn they become scammer” created a “Strongly

Agreed” point of view from total number of respondents.

Conclusions

1. In online selling matured age is required for a good marketing strategy.

This means to say that a business-oriented individual requires an

entrepreneurial skill in handling business. Also, women are more online

business enthusiasts compared to men.

2. Selling of goods or products using Facebook Application has great

advantage compared to traditional or actual stores. Buyers have great

chance of browsing and has option to choose different products and

transactions in buying of goods or products online works faster.

 3. Setting good price also set higher profit and sustainability in online

marketing.

4. Place in online selling is anywhere, it created a wider market scope. This

is also good in saving hence online sellers does not requires to set physical

stores which requires monthly for rentals and other utility bills.

5. People or customer is very important in any platform of selling. In online

selling using Facebook Application requires more FB friends so that more

customers will patronize. Customers’ feedback or perception is also very

important in online selling, sellers must entertain feedbacks from their

clients in order to meet customers’ satisfaction and expectations, with that

business sustainability is also higher.

6. Lastly, in as much as we think that online selling is at best in business

marketing, online sellers also faced challenges “bogus” buyers, scammers,

customers’ preferences and online sellers’ competition are the difficulties

encountered by them.

Recommendations

1. In any business platform, still the 4P’s in Marketing strategy is very

powerful- Product, price, place and people. Thus, entrepreneurs must take

into consideration all these aspect for attaining success in business world.

2. To stay longer in an online business, sellers must listen to customers

demand. Entertaining to their suggestions and preferences about the

products is a good marketing strategy. Most of the successful business

provided avenue for customers’ feedback.

3. Using Facebook App, products recommendation will add more online

income. Sellers must not limit the good or products he/she is selling.
Variation of products tend to attracts more buyers than the single selling of

product.

4. In using Facebook App, trust is the most important business and brand

asset that online sellers must depicted. Building good relationships with

clients or customers stays longer compared to nothing.

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 APPENDICES

Appendix A

Informed Consent Form

To whom it may concern:

Greetings!

We, (SGD) Jonalyn Casas ,(SGD) Sunith Tangcuran, (SGD) Chariemae

Dajao, (SGD) Marvec Sevilla, (SGD) Marvel Saraus (SGD) Emmañuel
Mañaba, (SGD) Kim Asilo, (SGD) Johnrose Dalugdug, (SGD) Maryjane
Barros In partial fulfilment of the requirement for Business Research, the undersigned are
conducting a research project on “Facebook application: A tool for an Entrepreneurs’ Marketing
Strategy in Small Businesses in the Municipality of Malitbog Bukidnon in time of COVID - 19
Pandemic year 2020.”.

In view of the above rationale, you are chosen to take part in the study considering that your co-
respondents directly represent the qualities that will best address the study. There is no risk to you
in participating in this project.
The data generated by this study will be kept confidential. Respondents will not be named in any
manner of publication and identities are strictly private that may be derived from this study.

Thank you very much!

 With my signature affixed in this consent form, I hereby affirm that I have read and
understood the instructions and was given the chance to seek further information. I am
fully aware and I have understood very well that this is purely voluntary and that I am not
obligated to participate and may decline for no reason and cost. I freely give my consent to
participate in this study.

Signature:____________________________Date:____________________________

Appendix B

SURVEY QUESTIONNAIRE
Facebook application: A tool for an Entrepreneurs’ Marketing Strategy in
Small Businesses in the Municipality of Malitbog Bukidnon in time of
COVID - 19 Pandemic in the year 2020.

Part 1 Demographic Profile of the Respondents

 Please answer the questions on the questionnaire as best you can. It would take
approximately 15 minutes to complete.

Your responses will remain confidential and anonymous. Data from this research
will be reported as a collective data. No one other than the researchers will know your
individual answers to this questionnaire. Thank you for your assistance in this important
endeavor.

Name (optional): ___________________Age: _______Sex: __

Address(optional): __________________Civil Status: ______
Part. II. The following are the indicators that use to measure Facebook
Application as for marketing strategy. Please check on the space provided for
your answer.
Legend:
4- Strongly Agree
3- Agree
2- Disagree
1- Strongly Disagree

Facebook Application for Marketing 4 3 2 1

Strategy in terms of Products
1. Facebook application is an
opportunity for the entrepreneurs to
promote and sell their products.
2. In terms of Market scope, it is of
great advantage for online seller
using Facebook application
compared on selling products from
physical store.
3. In Facebook Application, buyers
have the chance to brows and choose
products but based from their own
preferences.
4. Facebook Application transacts
business faster than the usual form
of buying and selling.
5. There is a great income opportunity
to online selling compared to selling
in physical stores.
Facebook Application for Marketing
Strategy in terms of Price 4 3 2 1
1. In Facebook Application, sellers
create more value on the products to
justify their set prices.
2. Using Facebook Application sellers
can easily identify buyers who can
afford their services or products.
3. Prices of goods and services in an
online selling can create sufficient
 profit.
4. In online selling using Facebook
Application, sellers can add hidden
charges to get a higher profit.
5. Setting of prices by sellers is
sufficient to stay in online selling.
Facebook Application for
Marketing Strategy in terms of
Place
1. Facebook. Application in selling can
create advantages in saving for
physical store rentals.
2. Selling using Facebook Application
can reach anywhere thus it can
result to a higher profit because of a
wider market scope.
3. Purchasing goods and services
using Facebook Application can save
time and effort.
4. Facebook Application has a wider
market scope compared to the
traditional physical store which is
very limited in space area.
5. No maintenance for repair, bills for
water and electricity can be in selling
using Facebook Application.
Facebook Application for 4 3 2 1
Marketing Strategy in terms of
People(customers)
1. The more Facebook friends a seller
has, the bigger of chances in getting
of more customers causing an
increase in sales.
2. Using Facebook App as an online
selling platform buyer can easily
send out regular updates about their
products wherein customers can
directly react to, and share with their
friends. It allows spreading your
reach, increasing your traffic and
building your customers base.
3. In buying goods and services in
online market, customers can
directly and easily express their
feedback to the seller/s.
4. Opinion and expectations of
customers is very important for
online sellers for them to abreast
their needs.
5. Online buyer’s loves customize page of
the sellers in order for them to know
more about the sellers, knowing about
sellers’ business personality and
character (building trust).
Issues on Customers’ Feedback in Facebook
Marketing App
1. Sometimes gathering customers’
feedback is a waste of time.
2. Customer’s feedback can be harsh,
vocal and offend sellers.
3. Reading positive and negative
feedbacks from online buyers makes
them feel confused and hesitate to
purchase.
4. Monitoring customer’s feedback
requires time to review and burden to
online sellers.
5. Sellers don’t have enough time to
entertain Customers feedback and does
not affect online sellers’ profits for
business.
Issues on Targeted Customers
1. Online sellers have no plan or strategic
place.
2. Sellers don’t consider much on buyers
‘preferences.
3. Some sellers don’t the ability to adapt
to new trends.
4. There is too much competition in the
online market.
5. Sometimes buyers are seemed
interested but they are not ready to buy
which in turn they become scammer.
Issues on Customers’ Perception
1. Honesty, transparency and buyer-sellers
trust are the main problem in online
buying using Facebook Application.
2. Deceiving images, videos and
expressions of goods and services
sometimes are observed in Facebook
Application.
3. Consistency of scheduling of post is
hard to maintain.
4. Mode of payment sometimes and
receivables of payment sometimes
erroneous.
5. Dummy account from both buyers and
sellers are often times an issue.
Live Selling as an Action Plan
1. actual presentation of product via
live streaming is more reliable
approach to a costumer
2. live social broadcast enable
audiences to interact with each other
using comments
3. hosting a live selling is simple and
easy
4. it allows sellers-buyers to interact
and connect directly
5. A chance broadcast a product
worldwide