Review Paper

THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING TO BUSINESS OWNERS
(Data collection was also conducted and a

qualitative research approach was used combining different case studies in the
research strategy. )
The respondent of this study was Bandee, an Internet-based accessory retailer and
wholesaler established in 2009. The results showed that with the help of social
media,
Bandee doubled the number of their clientele who were aware about their products
and
services. With that, they also considered social media important for communicating
with
their customers and creating relationships. It also enabled Bandee to develop many
relationships with other businesses and clients that would not have normally
developed.
The study also concluded that social media marketing increases brand exposure,
sales
and business profit.
The overall result showed that the communication via social media was still in the
early stages of its development by that time though companies agreed that social
media was an effective tool to exceed and support marketing communication. Other
10
findings showed that social media still had huge growth potentials regarding the
differentiation and specification of different platforms, because not all of them
were
suitable for every company.
The study showed that respondents relied upon more than one medium in order to
enhance their brand related knowledge. They used the combination of various sources
for making final purchase decision and heavily rely on modern marketing tool i.e.
online
advertising. It was also revealed that the main reason for the growth of online
marketing
was the increasing literacy of people about internet. Internet was identified as
truly
advantageous and can serve various purposes mainly for social networking, online
shopping & media sharing (photo, music, and video).
(To attain the objectives of the study, the researcher used a descriptive research
design
where data was collected from secondary as well as primary sources. Data collected
was then analyzed with the help of statistical software SPSS 17.0 and Ms-Excel Add-
In
Data Analysis. Statistical tools used for the analysis were Mean, Median & mode,
Standard deviation, Skewness & Kurtosis.)
he survey was conducted online through

social networking sites (Facebook, Orkut, Twitter, LinkedIn, Hi5, Bebo etc.) and a
total
of 150 responses were collected. Results showed that Facebook was the most popular
social networking site for the respondents. Orkut and twitter got the second and
third
positions respectively.
Other findings showed that most people spend more than an hour online! Figure 1.2
clearly showed us how important for the marketers to exploit the situation by
making
workable marketing strategies. Figure 1.3 showed that 58% of the respondents in the
survey used such platforms to connect with friends, 24% were exchanging their views
and experiences on various products/services and others apart from just playing
games
and participating in contests (16%).
Results also showed that younger people were adopting social media with a pace that
was never before in the past. It was also found out that there was almost no
variability
among the social media network users on the basis of gender and that almost every
social media users who were respondents in this case used to go to brand pages to
learn more about the product/services, to learn about the exclusive offers, and to
find
the reaction of their friends and peer on the selected brands.
Research Assumptions /Research Hypotheses

The assumptions and hypotheses inherent to this study include:
1. More businesses are venturing to social media marketing because it is
costeffective, it increases brand awareness and it reaches more customers.
2. Direct marketing has become less significant because it is expensive.
3. It is risky to do social media marketing due to online fraud but the number of
reliable and diverse customers is greater than fake ones.
4. Social media marketing helps companies grow their profit and brands
CHAPTER III
Methodology
descriptive-correlational research design
Questionnaires
A series of interview
and observation will also be conducted to the respondents to effectively gather
information about present existing conditions needed in the study
In this study, the researchers will be using primary data that will be gathered
based on
the researcher’s observations, interviews conducted and survey questionnaires
answered by the respondents. Respondents will be composed of fifteen (15) business
owners from Davao City.
The following statistical method and techniques will be employed for a better
interpretation of the data collected:
a. Frequency Distribution
b. Percentage Distribution
c. Likert Scale
The Effectiveness of Facebook

as a Marketing Tool for Zalora Philippines
as Perceived by its Fans
In answering the questions posed, the researcher employed a quantitative
research. Online questionnaires are distributed through a Facebook message to the
individuals who have “liked” Zalora Philippines‟ Facebook page. One hundred
thirteen
fans of the brand‟s Facebook page were asked to answer the questionnaire since they
have already been exposed to the marketing efforts of Zalora Philippines. The data
gathered were computed using frequency, percentage distribution, and weighted mean
The corporate world has seen

the value of the Internet in the communications field, leading them to maximize its
strength to reach out to its market. Considering that the Philippines is dubbed as
"The
Social Networking Capital of the World," Filipino marketers have eventually
utilized
social media to market their products. Social networking sites (SNS) have attracted
millions of users, many of whom have integrated these sites into their daily lives.
It is based on three
key elements: content, communities and Web 2.0
Moreover, it has become a cost-efficient marketing strategy as it allows users to
become
a producer of content and deliver such content through interactive communication.
Social
media is used because it has many advantages for time, relations, audience, and
cost
issues. Marketers have then realized the capacity of social media as a powerful
tool. This
encourages them to use it more intensively (Kirtis & Karahan, 2011).
They pay for outside banners and search engine optimization (SEO) ads, among
others. However, most of their efforts are directed towards their social media
accounts.
Zalora Philippines has accounts on Facebook, Twitter, Instagram, YouTube, Tumblr,
Pinterest, Polyvore, FourSquare, and Google+.
As reflected in Table 1, 76% or majority of the respondents are female. The

respondents are predominantly young, with 84% of them younger than 26 years old.
Most
of the respondents are students, specifically, college students. 8
According to Socialbakers (2013), a social media analytics platform, there are

approximately 48% male users and 52% female users in the more than 30 million
Filipino
Facebook users. The largest age group is currently from 18 – 24 years old, followed
by
the 25 – 34 years old users.
One of the industries that rely on Facebook marketing is the e-commerce industry.E-
commerce is said to reduce search costs for
consumers, simplify price discovery of various products and lower market entry
costs for
merchants. Together, social media and e-commerce have complimented one another.
Because of their connection via the Internet, e-commerce businesses have tapped
social
media. Through e-commerce, transacting is
easier and more accessible. It is also cost-efficient but still effective in
relating
information.
This research is quantitative in nature and approach

Using Slovin‟s formula (1960) with a 10% margin of error, the study will include
100 respondents out of the 910, 000 Facebook fans of Zalora Philippines. The
respondents were already aware of the brand since they have previously “liked” the
brand‟s Facebook page.
online questionnaire as it would be the
most practical data gathering technique.
With an over-all mean of 3.51, it can be said that the fans of Zalora Philippines
accept Facebook as an effective promotional tool. Data from the table reveals that
the
consumer acceptance is acceptable in terms of reliability in promoting products and
41
services, consumer awareness, and provision of bigger opportunities for Zalora
Philippines.
The fans agree that

Facebook opened bigger opportunities in terms of marketing for the brand. Moreover,
the
fans also deem the page as useful in promoting products and services.
The next highest over-all mean among the four is the mean on their extent of
acceptance of Facebook as a provider of relevant consumer information with a mean
of
3.39. Zalora Philippines has provided its fans with relevant information but there
might
still be certain information lacking.
influenced by the advertisements posted on the page
As indicated in the
results, the fans accept Facebook as a practical and convenient way of closing
sales. They
see it as cost-effective way to close sales and deals. The page influences their
decision to
buy their products as well.
The study shows that the fans of Zalora Philippines accept Facebook as a
promotional tool, as a provider of relevant information, as a forum for closing
sales and
business deals, and as a medium of advertisement. Most of the respondents did not
choose the „perfectly acceptable‟ option. From this result it can be said that
while most
fans accept Facebook as a means of marketing, they are still open to other forms of
marketing. They are aware and affected by the marketing strategy carried out by the
brand through Facebook, but deem it as not enough. With this, Zalora Philippines
could
try implementing other types of marketing such as offline marketing, outbound
marketing, and trade show marketing, among others. In doing so, the company could
boost its marketing efforts

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THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING TO BUSINESS OWNERS

(Data collection was also conducted and a

he survey was conducted online through

Research Assumptions /Research Hypotheses

The Effectiveness of Facebook

The corporate world has seen

As reflected in Table 1, 76% or majority of the respondents are female. The

According to Socialbakers (2013), a social media analytics platform, there are

This research is quantitative in nature and approach

The fans agree that

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