IDEAS home Printed from https://ideas.repec.org/a/zib/zbmecj/v7y2023i1p15-20.html
   My bibliography  Save this article

FACEBOOK AS A DIGITAL MARKETING PLATFORM USED BY THE PRIVATE HIGHER EDUCATION INSTITUTIONS (HEIs) IN LAGUNA, PHILIPPINES

Author

Listed:
  • Deobela F. Fortes

    (San Pablo Colleges, San Pablo City, Laguna, Philippines)

  • Adoree A. Ramos

    (San Pablo Colleges, San Pablo City, Laguna, Philippines)

Abstract

This study assessed the performance of the HEIs’ marketing campaigns using Facebook as a platform based on the enrolment funnel in terms of gaining visibility, converting prospects to leads, convincing the student to apply, and convincing the student to enrol. The challenges encountered by the marketing managers with the use of Facebook in marketing campaigns were also presented. A total of 29 private higher education institutions in Laguna Province were the participants of this quantitative study. The descriptive method was used to carry out the research. The HEIs’ marketing campaigns performed well in the first stage and were gradually moved down to the succeeding stages of the marketing funnel, resulting in high student acquisition costs. Slow adoption of technological advances and hiring marketers to support new marketing strategies were the top challenges in utilizing digital marketing.

Suggested Citation

  • Deobela F. Fortes & Adoree A. Ramos, 2023. "FACEBOOK AS A DIGITAL MARKETING PLATFORM USED BY THE PRIVATE HIGHER EDUCATION INSTITUTIONS (HEIs) IN LAGUNA, PHILIPPINES," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 7(1), pages 15-20, February.
    • Handle: RePEc:zib:zbmecj:v:7:y:2023:i:1:p:15-20
    DOI: 10.26480/mecj.01.2023.15.20
    as

    Download full text from publisher

    File URL: https://myecommerecejournal.com/wp-content/uploads/2023-issue1/1mecj2023-15-20.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.26480/mecj.01.2023.15.20?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zib:zbmecj:v:7:y:2023:i:1:p:15-20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Zibeline International Publishing The email address of this maintainer does not seem to be valid anymore. Please ask Zibeline International Publishing to update the entry or send us the correct address (email available below). General contact details of provider: http://myecommerecejournal.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.