Philippine E-Journals

Facebook as a Marketing Strategy for Online Sellers

Aivan Realeen F. Adamy | Janeth P. Cortas | Emmanuel P. Mecayer | Christina Kyla R. Pol-ot | Kaila Marie M. Tacuyan

 

Abstract:

The rise of online selling proliferated during the second quarter of 2021. In a fast-changing industry, the utilization of social media, specifically Facebook, has become the mainstream of marketing and selling. This study aimed to conduct an in-depth analysis of the promotional strategies adopted by online sellers who do not have physical stores. Furthermore, this research study sought to determine the challenges faced by online sellers as they market tangible products (i.e., accessories, clothing, cosmetics, food, and supplement). A one-on-one interview was employed to gather data from the participants’ lived experiences. The findings indicated that knowing the target market, use of graphics, Facebook boosting, and brand ambassadors were the most common strategies online sellers employ in marketing their products. For most of them, it contributed to increasing the sales of their products and has positively affected their livelihood. However, online sellers deal with challenges like difficult customers, technical issues, miscommunication, and limitations of stocks. The findings from this study provided an avenue for online sellers to enhance their marketing strategies which can increase their sales with fewer challenges encountered.