Effectiveness of Social Media as Perceived by the Graduate School Students in the University of Baguio

Abstract

Social media platforms significantly transformed the flow of communication of a company's product or service brand to its target market. This study aims to determine the effectiveness of social media marketing among graduate school students at the University of Baguio. This paper utilizes a descriptive quantitative-qualitative evaluation survey with a questionnaire checklist and an informal interview. Further, this study deploys the convenience sampling method in determining the 74 respondents from graduate school students and 1 Dean. The quantitative aspect of the data is measured using frequency, percentage, weighted mean, and ranking. The findings reveal that Facebook emerged as the most popular social networking platform. The very high influence of social media creates attention, visibility, and awareness of subject content. The increase in enrollment is a confirmation of the effectiveness of social media marketing produced by institutions. Strategic initiatives related to the marketing and promotion of the Graduate School under the School of Business Administration and Accountancy deal with the 4Ps—Product, Place, Price, and Promotion.