Social Media Marketing: Impact of Facebook Commercial Communications to the College of Business Administration students of Polytechnic University of the Philippines

Marketing Management

A deep understanding in the advancement of technology and its continuous innovation is now an essential part of everyday life. And now, the wide accessibility in the internet lead to a drastic change, the rise of social media platforms. Social media platform allows people to transform the communication and interaction of one another. This platform of information helps the world build networks and online communities. Since there is an increase in the number of the prolific users of these social media platforms worldwide, modern businesses see these as an innovative marketing communication tool to easily attract the online market. The prime purpose of this research is to explore how social media marketing; such as Facebook Commercial Communications (FCC) affects the student as the youth market. A survey was used to examine how factors such as and demographics (gender, age and population group), affect the sample which counts to 327 college of business students of PUP by the use of self-administered questionnaires. To this end, this research determined that Facebook Commercial had a significant effect on the purchasing decision and behavior of the College of Business Students of PUP. The usage factor (device used, usage length, access duration, and profile update extent), clearly shows how the generation of these students are connected and mindful in using social media. The fulfillment of this study also contributes to the expansion and adaptation to any other research that aims to develop social media marketing such as FCC, and other distinct impact of social media usage to the demographic factors of the participants.

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