Measuring the effectiveness of the Facebook content orientations of chosen social enterprises

• Main Authors: Camara, Cara Margarita E., Lim, Razel L., Natanauan, Francis Luigi S., Pascual, Jason Emmanuel S.
• Format: text
• Language: English
• Published: Animo Repository 2018
• Subjects: Internet marketing; Internet advertising; Social media; Business enterprises > Computer networks
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/7996
• Institution: De La Salle University

This study focused on discovering which among the seven Facebook content orientations adapted from Camara et al. (2017) is the most effective in eliciting a positive attitude toward the message, eliciting a positive attitude toward the brand, increasing the likelihood to purchase products, and increasing the users willingness to engage (Rog, 2014) for the chosen social enterprises, namely: Bayani Brew, AKABA Ltd. Design Co., and Theo & Philo. The study also sought to determine whether the Facebook content orientations influence the effectiveness of the message. In addition, the study aimed to ascertain whether social enterprise brands affect how Facebook content orientations influence the effectiveness of the message. To answer the research questions, 387 respondents from De La Salle University were surveyed. The researchers used descriptive statistics, Friedman Two-way ANOVA, and Oneway Repeated Measures to answer the research questions. The study findings show that the most effective content orientation for Bayani Brew varies per measure of effectiveness, whereas for AKABA and Theo & Philo, the most effective content orientation for all measures are self oriented and task-oriented, respectively. The study findings also show that the content orientation influences the effectiveness of the message. The researchers also found that the social enterprise brand affects how Facebook content orientations influence attitude toward the message, attitude toward the brand, and purchase intention, but not willingness to engage. Moreover, the researchers were able to propose Facebook content plans for the three social enterprises. For future studies, the researchers recommend adding a qualitative method through interviews and focus group discussions for greater insights. Another recommendation is to consider the media type (for example, picture, video, and Graphic Interchange Format (gif)), and to increase the number of social enterprises to be able to generalize the results.