Philippine E-Journals

Assessing Frontrow International Members’ Intention to Use Facebook as a Digital Marketing Tool: A Correlational Study

Ehren Josh S. Villamor | Kristine Airra S. Varila | Julienne Paula E. Valdez | Prince Audinie C. Guarino | Louise Angelo D. Nucum | Jaycar P. Espinosa

 

Abstract:

Digital business, specifically digital marketing, has become necessary due to the COVID-19 pandemic. In this light, this study aims to determine the effectiveness of Facebook as a digital marketing tool measured through the Technology Acceptance Model-Theory of Planned Behavior (TAM-TPB) factors: perceived ease of use (PEOU), perceived usefulness (PU), attitude (AT), subjective norm (SN), perceived behavioral control (PBC), and behavioral intention (BI). To accomplish this goal, a correlational research design was employed. Questionnaires were given to 377 Frontrow International members in Luzon. The results show that all TAM-TPB factors have positive and significant effects on the behavioral intention of Frontrow International members to use Facebook as a digital marketing tool. Hence, this study concludes that as long as online sellers consider Facebook a convenient, effective, and valuable marketing strategy for doing business, the usage of this digital platform will benefit them.