The Effectiveness of Facebook Marketing in

Selected Micro and Small Coffee Shops in

Katipunan, Quezon City

A Research

Presented to

The Faculty of

Trinity University of Asia

Quezon City

By:

Regina Paola Godinez

Christianne Raphaelle Lapeña

Alec Argana Joseph

Robert Arman Cervantes

Marc Angelo Encelan

Background of the study

As stated by Ali Parmelee (2018), the Facebook advertising platform lets you

create ads that target twelve different objectives, each of which is categorized by

sequential stages in a basic marketing funnel. Knowing your priority and how to build

your ad will help you gauge your return on investment. According to Aderemi (2015),

Facebook has been one of the most important social trends of the last decade, both for

businesses and individuals. Organizations are interested in exchanging and spreading

information, trading products or services, staying close to current and potential

customers, acquiring a better understanding of their customers, as well as other

benefits generated by Facebook.

Creswell & Miller (2000) stated that the Facebook market is considered

affordable and the easiest way that small businesses could reach their potential

customers. According to a study by Facebook Ads Benchmark Report, the cost per

thousand impressions averaged at fifty-six cents for a Facebook campaign while other

social media costs at two dollars per thousand impressions.

Statement of the Problem

Facebook. Specifically, the study aims to answer the following:

1. What is the demographic profile of the respondents in terms of:

1.1 Age

1.2 Sex

1.3 Monthly income

2. What is the level of effectiveness of Facebook Marketing in attracting customers

to dine in coffee shops in terms of:

2.1 Attention

2.1.1 Type of Post

2.1.2 Type of Content

2.1.3 Number of Reacts

2.2 Interest

2.2.1 Promotional Content

2.2.2 Graphic Design

2.3 Desire

2.3.1 Call to Action

2.3.2 Facebook Page Content (4Ps of Marketing)

2.4 Action

2.4.1 Subjective Norm

3. What is the level of effectiveness of Instagram Marketing in attracting customers

to dine in coffee shops in terms of:

3.1.1 Type of Post

3.1.2 Type of Content

3.1.3 Number of Reacts

3.2 Interest

3.2.1 Promotional Content

3.2.2 Graphic Design

3.3 Desire

3.3.1 Call to Action

3.3.2 Facebook Page Content (4Ps of Marketing)

3.4 Action

3.4.1 Subjective Norm

4. Is there a significant difference between the level of effectiveness of Facebook

Marketing and Instagram Marketing in terms of attention?

5. Is there a significant difference between the level of effectiveness of Facebook

Marketing and Instagram Marketing in terms of interest?

6. Is there a significant difference between the level of effectiveness of Facebook

Marketing and Instagram Marketing in terms of desire?

7. Is there a significant difference between the level of effectiveness of Facebook

Marketing and Instagram Marketing in terms of action?

8. Is there a significant difference between the level of effectiveness of Facebook

Marketing and Instagram marketing in attracting customers to dine in coffee

shops?
 9. What are the levels of Facebook marketing strategies mostly recommended to

attract more customers to visit the coffee shops in terms of:

9.1 Launch Special Offers

9.2 Facebook Ads

9.3 Host Facebook Contest and Events

9.4 Post Relevant Media Content

9.5 Creating an Interactive Group

Scope and Limitation

This research was conducted in a selected Coffee Shop in Katipunan, Quezon

City during the first semester of SY 2022-2023. The main focus of this research is to

know what are the most effective marketing strategies in facebook for a small Coffee

Shop. The variables that were used are GIF, Interactive and Static Post. ( insert

respondents ) identify the coffee shops involves

OBJECTIVES

The general objective of this study is to determine the effectiveness of Facebook

Marketing in attracting customers of selected micro and small coffee shops. Specifically,
this study aims to evaluate the significant levels of effectiveness of Facebook Marketing

in terms of Attention, Interest, Desire and Action. Also, the researchers will

hypothetically test whether there is a significant difference between the effectiveness of

Facebook marketing and Instagram marketing. Lastly, the researchers intend to identify

the most recommended Facebook Marketing strategies for the coffee shop owners to

attract more dine-in customers in their shop.

Hypothesis

The following hypotheses were formulated based on the stated problems.

H01. There is no significant difference between the level of effectiveness of Facebook

Marketing and Instagram Marketing in terms of attention.

H02. There is no significant difference between the level of effectiveness of Facebook

Marketing and Instagram Marketing in terms of interest.

H03. There is no significant difference between the level of effectiveness of Facebook

Marketing and Instagram Marketing in terms of desire.

H04. There is no significant difference between the level of effectiveness of Facebook

Marketing and Instagram Marketing in terms of action.

H05. There is no significant difference between the level of effectiveness of Facebook

Marketing and Instagram marketing in attracting customers to dine in coffee shops.

Significance of the Study

Marketing that will benefit the owners of selected small coffee shops in Katipunan,

customers, and the researchers.

Owners. The coffee shop owners will benefit from the results of this study by

implementing effective social media marketing through Facebook. Also, the owners will

be able to determine which strategies are highly recommended in the virtual industry to

attract more future customers and expand the company’s brand awareness.

Consumers. The customers will benefit from this study by being able to easily search

available coffee shops near the area. The consumers may also benefit from the promos

and events hosted by the shops.

Researchers. This study will serve as an opportunity for other researcher to conduct

deeper and broadly about this topic. This study also provide information that may be

used as references in related studies.

Definitions of Terms

The following are the terminologies defined specifically based on this study.

Included below are the variables in the study, the selected social media platforms, and

other relevant terms.

products or services.

Marketing Funnel - It is a model that shows the way a potential customer goes from

becoming aware of your brand to purchasing a good or service.

Social Media Marketing - It is a digital marketing strategy with the use of social media as

the main platforms on which users build social networks and share information to build a

company's brand and increase sales. This is the marketing strategy that will be

implemented in this study.

Facebook Marketing - It is the practice of promoting a brand and maintaining its

presence on Facebook. This will be one of the major social media platforms that will be

used in this study.

Instagram Marketing - It is the practice of using Instagram to grow a company's brand

awareness, audience, leads, and sales. This will be one of the major social media

platforms that will be used in this study.

Chapter II

Review of Related Literature

Social Media in Marketing

Within 18 years, the dramatic growth of interactive digital channels took social

media to levels that challenge even the reach of television and radio. By the first quarter
of 2022, there were 4.6 billion social media users globally which counts to over 58% of

the world’s population with an increase of over 10% in one year alone. With over 80% of

consumers reporting that social media like influencer content significantly impacts

buying decisions, marketers across industries are driving the evolution of social media

marketing (SMM) from a stand-alone tool to a multipronged source of marketing

intelligence on an increasingly important and growing audience. As the use of social

media trends upward, marketers are perfecting strategies to capture the significant

competitive advantage that engagement with this key audience can deliver even more

rapidly and more effectively than traditional marketing. SMM uses social media and

social networks like Facebook, Twitter, and Instagram to market products and services,

engage with existing customers, and reach new ones. The power of social media

marketing comes from the unparalleled capacity of social media in three core marketing

areas: connection, interaction, and customer data. It has also transformed the way

businesses are able to influence consumer behavior from promoting content that drives

engagement to extracting personal data that makes messaging resonate with users.

Social media today is so ubiquitous, hence marketing techniques using these platforms

are extremely important for businesses. (Hayes, 2022)

For small businesses which are yet starting to establish a brand, social media is the

best discovery arena. More than ever, consumers are more likely to discover a business

on social media than on television and radio adverts. Television and radio ads are

losing their potency in putting a business in the faces of potential customers because

55% of consumers learn about new businesses and brands on social media. Social

networks will continue to expand in size as the purchasing power of digital users rises. It
is estimated that by 2025 social network users will increase to over millions. Also since

the pandemic, 43% of consumers increased their social media use to learn about new

products which transformed the digital space. With the physical world shut down and

people staying indoors, consumers use the digital space, especially social media, to

learn about new products and services. Small businesses need social media to

enhance brand awareness as more people embrace social media. Businesses can

utilize platforms including Facebook, Twitter, and Instagram to target and reach millions

of potential customers quickly and cost-effectively. Another importance of social media

for small businesses is that it helps humanize the brand. It creates a tangible human

connection when sharing information about the business and displays how existing

customers use and profit from the products. (Kay, 2022)

Pew Research Center showed that 70% of social media users log into their

accounts at least once a day, while about 49% of users claim that they log into their

accounts several times a day. What this means for a small business owner is an

endless opportunity to connect and showcase the products to these people by churning

out creative and informative content to think of the brand first when clients want to make

a purchase. Regardless of the sector a business operates in. Social media also allows

the company to position itself as a thought leader and the go-to authority on issues

about the niche. (Anderson, 2021)

Hence, social media is ideal for establishing a brand of small businesses as a

thought leader because consumers turn to brands for knowledge and insights.

Authenticity fosters trust, and social media is the best place to get real with a business.

Reinforcing a business values on social media should show how to value the
customers’ interests and have a proper plan and strategy when using the digital

platforms.

Instagram Marketing

Instagram is considered to be the top social media platform for engagement or the

ability as a brand to connect with the followers and potential clients. The simple visual

attracts the younger generations more than other social media platforms. In addition to

showing the followers compelling photos, a marketer can create a social media profile

that highlights a brand’s mission and goals. It also shows the products and capture

leads and sales. Unlike Facebook with a lot of articles and comments that might allow

followers to skip over a simple photo, the main event in Instagram is the photo which

makes it a visual-centric platform. In this way, a marketer could easily catch the

attention of the audience by posting a catchy picture about the product. (Alexis, 2022)

As far as social media marketing channels go, according to Gotter (2022),

Instagram has been a major power player for quite a while. This is particularly true for

ecommerce businesses, which get access to a visual-focused platform with enthusiastic

followers and high engagement. In the past few years, Instagram has grown and

evolved at a rate similar to Facebook, quickly adopting new features including

Instagram Stories and Instagram Reels and becoming even more valuable to merchants

and users alike. Instagram is a staple of many small businesses’ marketing campaigns

since it has a large and diverse audience of over one billion monthly active Instagram

users and 500 million daily Instagram Stories users who are happy to engage with

brands, resulting in high engagement overall. Research and case studies have clearly

demonstrated the benefits of an Instagram marketing strategy, finding that it translates

US social media users shop on Instagram, 130 million people tap on Instagram

Shopping posts every month, people are using Instagram earlier in the buying cycle with

81% using the social media platform to research products and services, 80% of

Instagram users follow at least one business profile, 72% of users say they’ve

purchased a product they’ve seen on the platform, and around 62% of people say they

have become more interested in a brand or product after seeing it in Instagram Story.

The Instagram algorithm also shows the content to users based on their interests and

behaviors in the app. This makes it easier for marketers to reach Instagram users who

will most likely engage with the brand, and get more results from the Instagram

marketing efforts.

In general, Instagram users are more than happy to follow brands on Instagram,

where they are actively discovering and purchasing products on their Instagram feed.

Instagram keeps expanding, making it more valuable to merchants and ecommerce

businesses, especially if they have products with a strong visual appeal. Hence, this

study aims to compare the top social media marketing, which is Instagram, to Facebook

Marketing in order to test its effectiveness as a business strategy.

Facebook Marketing

A lot has changed since Facebook first entered the marketing scene. Today, the

world’s largest social network can do things like hosting 360-degree videos, sell

products via a chatbot, or even serve as a top news source for two-thirds of the adult

population. Facebook has 1.56 billion daily active users and is still climbing. So imagine

the social influence achievable through Facebook in terms of peer effects, ecommerce
business, referrals, customer relationships, reputation, brand awareness, and much

more. It is not only the sheer number of people but the amount of attention Facebook

owns. Globally, the average user spends almost an hour per day on Facebook.

Considering the average person sleeps eight hours a day, that means about 7% of

waking hours is spent with eyes glued to the social network. Facebook Pages are the

gateway for businesses to market to a huge number of users. A Facebook Page is a

public presence similar to a personal profile, but allows fans to like the business, brand,

celebrity, cause, or organization. Fans receive content updates from the Page on their

News Feed, while the business is able to raise brand awareness, deploy and track

advertising, collect detailed audience insights, and chat with users who seek customer

service. (Halligan, 2022)

According to Patel (2022), Facebook marketing is a platform that offers a variety of

highly targeted paid advertisements and organic posts, allowing brands to put products

and services in front of the massive audience. Over the last decade, Facebook has

shifted from the most prominent social medium on the internet into one of the biggest

marketplaces. With over a billion of users visiting Facebook daily, more than 7 million

active companies create ads for this massive audience. With Facebook Ads, a marketer

can tailor promotions to a specific audience based on gender, age, location, job,

interests — any demographics or behavioral data, which users willingly share with

Facebook. If there are limited resources to utilize Facebook Ads, a marketer can build

relationships organically by sharing materials that bring value to people on the

Facebook page. The posts will show up in the newsfeed, though the high level of

competition will make it harder to build an audience naturally. Lastly, Facebook

with other marketing channels, like email marketing, mobile marketing, search engine

marketing, and Facebook Messenger ads, to develop a promotion mix that will increase

your brand outreach. Hence, this study aims to test whether the largest social media

platform can be as effective as Instagram in terms of marketing.

However, in order to establish a successful Facebook marketplace, there are

different marketing strategies that need to be considered. Hence this study aims to

determine which among the top strategies are highly recommended by the audience.

Firstly is through launching special offers in the business. According to Craig (2022),

a business can share coupons, discount codes, contests, and other offers as a part of

Facebook marketing strategy to increase customer engagement with the content. For

example, a marketer could ask the audience to first share the post to unlock a special

offer via email. This allows friends of friends to also see the content, and the friend that

shared the post will be happy with the coupon.

Another strategy is by using Facebook Ads. Craig (2022) stated that Facebook ads

are a great way to meet more customers. A marketer can craft their own Facebook

PPC, or pay-per-click ad campaign using Facebook’s built-in Ads Manager. It allows

ads to target clients based on personal interests, purchasing behavior, and

demographics. Ads are a fantastic Facebook marketing technique because it is

extremely useful in attracting users to the business’ page and generating engagement

on the posts.

Third Facebook marketing strategy is by hosting Facebook events and contests.

Event marketing provides organizations with the opportunity to grow awareness, sales
and positioning through engaging virtual, live or hybrid events. It can also play a huge

part in promotion. Marketing an event correctly will no doubt have a large impact on the

success of an event, and potentially the success of the company. (Tomlinson, 2020)

Another strategy is by posting relevant media content. According to Martin (2022), a

marketer shoul plan a content strategy and creativity in posts is encouraged. A marketer

should know better about the target audience. A content should inform, entertain, and

educate. Marketers may share relevant and impactful media posts like showing off the

latest collection or share the process of making the products, making on-point data

visualizations, and featuring unique perspectives on the products.

The last marketing strategy is by creating an interactive group about your company

or brand. Martin (2022) stated that Facebook Groups are a powerful marketing tool,

helping to attract new customers and engage current ones with exclusive content,

community, and support. There are 1.8 billion people who use Facebook Groups every

month. These opt-in communities offer businesses a great way to bypass the Facebook

newsfeed algorithm and connect with audiences where they are actually likely to see

and interact with branded posts.

Conceptual Framework

The figure shows the major components of effective social media marketing based

on the AIDA Model. Bansal (2022) stated that to test the effectiveness of a digital

marketing strategy, the content must draw attention to the brand, develop an interest in

the product or service, arouse a desire for it, and prompt an action to test or buy it.
Hence, the components of AIDA model will be use as a basis to assess the

effectiveness of selected social media marketing which is Facebook.

Components of an effective social media marketing based on AIDA Model

Theoretical Framework

The AIDA Model was first conceptualized by Elmo Luis in 1989. It is a theory of

communication that refers to Attention, Interest, Desire, and Action. This theory is

developed based on a study of the life insurance industry that describes the four (4)

cognitive phases experienced by an individual upon receipt of a new idea or a new

through a variety of modifications, the basic principle of this model remains intact and is

still relevant. Using the AIDA model in digital marketing strategy has exponential growth

opportunities and can help to reach more customers. Though the AIDA model is usually

used in traditional marketing, the same principles can be applied to digital marketing to

be successful in the market. (Buckle, 2020)

In the Attention Stage, the main objective as a marketer is to raise awareness of the

product or service among the target prospects. This way, the consumers will have a

better understanding of the offers. A marketing strategy must first capture the attention

of the target customers for them to engage with the brand's advertisements. In the

Interest Stage, it deals with maintaining the interest of the target audience. To keep the

customers interested in the advertising or marketing message, it must offer a significant

reason as to why they may need or want the offers. It might be accomplished by using

an approach whereas the customer feel a definitive answer to their problem or

concerns. The third stage, Desire, focused on creating a desire for the brand. The

marketer must highlight all of the product's characteristics and demonstrate how the

end-user will benefit from the product or service. Here, it would help showcase the

brand's unique selling proposition and distinguish it from other competitors.Finally,

Action Stage deals with taking the essential steps to make the audience become

possible clients. It may be accomplished by including an action button on the product

pages or posts, adding links to the page, and so on. It is important to make sure that the

clients have easy access for communication and inquiries. (Bansal, 2022)
 Hence, this study adapts the AIDA model to assess an effective marketing strategy

through social media like Facebook.

Chapter III

Methodology
 Research Design

Research Instruments

Survey Form

Research Locale
 The Sample

Data Collection Procedure

References

● https://www.impactplus.com/blog/how-effective-is-facebook-advertising-the-truth-

about-facebook-roi#:~:text=66%25%20of%20social%20media%20users,and

%20offline%20purchases%E2%80%94and%20rising.
 ● http://docs.neu.edu.tr/library/6348544500.pdf

● https://www.researchgate.net/publication/

356154407_Effects_of_Facebook_advertising_on_sustainable_brand_loyalty_an

d_growth_case_of_Thai_start-up_businesses

● https://coffeeaffection.com/coffee-consumption-statistics-in-the-philippines/

#:~:text=80%25%20of%20Filipinos%20drink%20an,shop%20chain%20in%20the

%20Philippines.

Chapter II Citation (Date Retrieved: October 5, 2022)

https://blog.xoxoday.com/aida-model-marketing/
M. Bansal 2022
AIDA Model in Marketing: How to Increase Conversions at Each Stage using Rewards

https://www.thedrum.com/profile/purpose-media/news/applying-the-aida-model-to-your-digital-
marketing-strategy
E. Buckle 2020
Applying the AIDA model to your digital marketing strategy
https://www.investopedia.com/terms/s/social-media-marketing-smm.asp
A. Hayes 2022
Social Media Marketing: What It Is, How It Works, Pros and Cons

https://www.sociallybuzz.com/benefits-of-social-media-marketing-for-small-business/
A. Kay 2022
Truths About Social Media Marketing for Small Business: Stats, Benefits, Tips and Importance

https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/
M. Anderson 2021
Social Media Use in 2021

https://www.lyfemarketing.com/blog/why-use-instagram/
D. Alexis 2022
Why Use Instagram to Promote Your Small Business?

https://www.shopify.com/blog/instagram-marketing
A. Gotter 2022
The Beginner’s Guide to Instagram Marketing

https://www.hubspot.com/facebook-marketing
B. Halligan 2022
Facebook Marketing

https://sendpulse.com/support/glossary/facebook-marketing#References
N. Patel 2022
What is Facebook Marketing?

https://www.webfx.com/social-media/learn/facebook-marketing-strategies/#
W. Craig 2022
11 Best Facebook Marketing Strategies for Businesses in 2022

https://www.penguins.co.uk/blog/why-event-marketing-is-important-to-your-events-success
M. Tomlison 2020
Why Event Marketing is Important To Your Event's Success

https://blog.hootsuite.com/facebook-groups-business/
M. Martin 2022
How to Use Facebook Groups to Grow Your Business and Engage Customers

https://blog.hootsuite.com/facebook-marketing-tips/
M. Martin 2022
Facebook Marketing in 2022: A Very Complete Guide