EFFECTIVENESS OF FACEBOOK AS A TOOL FOR MARKETING AMONG SELECTED SMALL BUSINESSES IN LUCENA CITY DURING THE COVID-19 PANDEMIC

This study aimed to determine the effectiveness of Facebook as a tool for marketing among selected small businesses in Lucena City, it specifically sought to classify the social media used by the SMEs, the perceived effectiveness with regards to using Facebook as marketing tool in terms of audience reach, engagement, impressions and growth. Additionally, it sought to determine the problems encountered by the SMEs in using Facebook as their marketing tool. This descriptive research design was in a form of quantitative in nature wherein 100 SMEs owners were selected via simple random sampling and were asked to answer the survey questionnaires. Due to COVID-19 restrictions, the data gathering was conducted in an online format wherein every respondents answered it via Google Information Form. The following questions were arranged accordingly and divided into two parts: the checklist for the demographic profile of the respondents and the Likert Scale System in the second part. After gathering the data, it was analyzed and interpreted using statistical tools specifically the weighted mean. After analyzing the findings, it was found that Facebook was the most used social media platforms by the selected SMEs in Lucena City. The respondents view Facebook as very much effective. In terms of audience reach, majority of the respondents perceived that the use of Facebook helps their business in reaching wide range of audiences. With regards to audience engagement, react buttons in Facebook helps them in knowing the reactions of their audiences. Facebook also helps them in establishing their business brand which could lead greater impressions to the audience. Through this, it is much easier for them to grow the number of their audience. Lastly, the strict accepting of Facebook when it comes to live videos seems to be the major problem by the respondents when it comes to the marketing tool of their business.