The impact of facebook as a Social Networking Site (SNS) on the brand building efforts of four selected Philippine food retail SMES
Date of Publication
2011
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Business Management
College
Ramon V. Del Rosario College of Business
Department/Unit
Business Management
Thesis Adviser
Emilina Sarreal
Defense Panel Member
Wilson Cordova
Emmel Murray
Abstract/Summary
With today's advancing technology, people not only utilize social networking sites for personal use but for entrepreneurial purposes as well. According to Mr. Ople, a social media expert, roughly 25 million Filipinos are registered on Facebook. Small and medium enterprises (SMEs), specifically those in the fast food retail industry, then grabbed the opportunity to tap into this market.
Facebook, according to Dutta and Fraser (2008), is an egocentric site where people create profiles and connect with friends or socialize with others. However, businesses have used Facebook in a different manner as discussed in the data analysis. Facebook has become an opportunistic site which serves as a venue for companies and/or people to join for a sensible reason such as making business connections.
The group used Owyang's (2010) Eight Success Criteria for Facebook Page Marketing in evaluating the companies' Facebook pages. The study found out that the respondents use Facebook for marketing, promotions, and information dissemination. Single case and cross case analysis showed that the respondents lack awareness or knowledge as to Facebook's full capacity in building brands therefore, not being able to maximize the usage of Facebook.
Based on the study, Company C scored the highest in the success criteria. However, its score isn't that high. On the other hand, Company B scored the lowest. Furthermore, all the respondents stated that Facebook indeed has an effect on their brand building efforts. All of the companies, except for Company B, mentioned it has an indirect effect on sales. Facebook helps the companies gain brand recognition, get feedback from customers, build relationship and networks, and give customers access to their product and company information which contribute to their brand building efforts.
The findings showed that the businesses which use Facebook for marketing must have a balance between push and pull marketing. This means that they must interact also with their customers as well as feed them the information needed to build their brands. Overall, Facebook is an effective tool that helps companies reach a wider market at a cheaper cost. Companies must therefore invest in learning how to fully maximize the use of Facebook in order to create an effective marketing page that will help build their brands.
Abstract Format
html
Accession Number
TU18001
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
163 leaves : 28 cm.
Recommended Citation
Chan, K., Gonzales, C. V., Latosa, L. A., & Nuguid, A. D. (2011). The impact of facebook as a Social Networking Site (SNS) on the brand building efforts of four selected Philippine food retail SMES. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/11002