THE EXTENT OF INFLUENCE OF FACEBOOK ADVERTISEMENTS OF

CABACS STUDENTS BASED ON THE FOUR (4) STAGES OF

CUSTOMER LOYALTY

A Thesis Presented to
the Faculty of the College of Accountancy, Business and Computer
Studies
University of Negros Occidental – Recoletos

In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Management Accounting

Jan Rose Paula C. Brillo

Ma. Ieliz T. Jover
Mary Releen V. Mande
Larah Grace S. Mueda
Kristel Jen E. Rosales
Princess M. Siosan
Rainna Mae D. Tinibro
Jirah Marie T. Villarde

December 2022
 i

THE EXTENT OF INFLUENCE OF FACEBOOK ADVERTISEMENTS OF

CABACS STUDENTS BASED ON THE FOUR (4) STAGES OF CUSTOMER
LOYALTY

Jan Rose Paula C. Brillo

Ma. Ieliz T. Jover

Mary Releen V. Mande

Larah Grace S. Mueda

Kristel Jen E. Rosales

Princess M. Siosan

Rainna Mae D. Tinibro

Jirah Marie T. Villarde

College of Accountancy, Business and Computer Studies

University of Negros Occidental – Recoletos

December 2022
 ii

APPROVAL SHEET

This paper entitled THE EXTENT OF INFLUENCE OF FACEBOOK

ADVERTISEMENTS OF CABACS STUDENTS BASED ON THE FOUR (4)
STAGES OF CUSTOMER LOYALTY, prepared by Jan Rose Paula C. Brillo, Ma. Ieliz
T. Jover, Mary Releen V. Mande, Larah Grace S. Mueda, Kristel Jen E. Rosales, Princess
M. Siosan, Rainna Mae D. Tinibro, and Jirah Marie T. Villarde, in partial fulfillment of
the requirements for the Degree of Bachelor of Science in Management Accounting
has been reviewed and approved by the Panel of Evaluators of the Management
Accounting Program.

PANEL OF EVALUATORS

CHRISTINE MAY J. RONCALES, CPA, MBA

Member

MARIA CECILIA J. GENOVATE, CPA, MBA

Member

JOANNE N. SAQUIAN, MMBM

Dean, College of Accountancy, Business and Computer Studies

MA. FLOR S. TAPANGAN, CPA, MBA, CTT

Adviser

Date: December 2022

 iii

THE EXTENT OF INFLUENCE OF FACEBOOK ADVERTISEMENTS OF

CABACS STUDENTS BASED ON THE FOUR (4) STAGES OF CUSTOMER
LOYALTY

Jan Rose Paula C. Brillo

Ma. Ieliz T. Jover

Mary Releen V. Mande

Larah Grace S. Mueda

Kristel Jen E. Rosales

Princess M. Siosan

Rainna Mae D. Tinibro

Jirah Marie T. Villarde

College of Accountancy, Business and Computer Studies

University of Negros Occidental – Recoletos

Bacolod City
 iv

ABSTRACT

This study aimed to assess the extent of influence of Facebook

advertisements in relation to the 4 Stages of Customer Loyalty namely:
cognitive, conative, affective, action loyalty of the CABACS Students.
The research also seeks the significance of Customer Loyalty of
CABACS based on the following factors: sex, year level, course, and
as a whole. The researchers find this beneficial to study this aspect of
social media marketing and relations in this time and age because many
Facebook sellers can create and/or enhance a more effective and
efficient marketing strategy for the growth and betterment of their
online businesses. To meet the research objectives, 299 participants
were used as respondents for the first problem of this study, 299
participants for the second problem, and 299 participants also for the
third problem. Descriptive survey research design was employed in
gathering the data, which were collected from a researcher’s made
survey questionnaire. The statistical application used in analyzing the
data was percentage. It is concluded in this study that CABACS
students belong to the Affective Stage with regards to Customer
Loyalty. The final output which is the marketing plan for sellers to
focused to factors that will help them acquire new customers, increase
sales, improve relation and raise brand awareness, and seeks to
establish a stronger connection between Facebook sellers and buyers
and generate interest in the product or service.

INTRODUCTION
People worldwide are largely
engaged and attached with the web 2.0
technology and social media platforms.
(Alalwan et al., 2017). The sudden rise
in social media has had a significant
effect on the businesses of different
individuals and societies in this
modern world. (Garcia-Morales, V. et
al 2018). And Facebook is one of the
platforms for social media that has
millions of daily users and is said to
catch the customer's intention. So
companies around the world are
constantly using these tools.
(Mosquera, R.. et al 2018). It enables
businesses to interact with customers
through innovative technology and
gain a deeper understanding of their
emotions and motivating factors
behind their product consumption
(Straker & Wrigley, 2016).
Developments in
communication, technology,
information, and marketing have
resulted in new shifts in how
customers learn about and purchase
specific products and services. And
companies are becoming aware of the
benefits that technologies can produce
in terms of improved shipping and
consumer services ( Fauzi,
A.A. and Sheng, M.L. 2021). In a
constantly changing market
environment, understanding customers
behavior is critical for companies to
function effectively and consistently
(Chang, Y. P. et al 2016). Furthermore,
understanding customers behavior is
regarded as the foundation for
successful marketing and dependable
production management.(Sang, Z. et al
(2022) .

Customer loyalty has considered as an
important factor which leads to gain
competitive advantage over other firms
under a highly competitive and
dynamic environmentCustomer loyalty
has considered customer perceived
value as a unidimensional construct
with emphasis on value for money. El-
Adly (2019).
Purchase intention signals how
eager an individual is in exerting effort
just to achieve doing a behavior. It is
expected that if the intention towards a
behavior is stronger, the performance
of such behavior is more possibly
fulfilled (Acas & Loanzon, 2020).
The main purpose of the study
is to identify the extent of influence of
Facebook advertisements on college
students based on the four stages of
customer loyalty. The researchers find
this beneficial to study this aspect of
social media marketing and relations in
this time and age because many
Facebook sellers can create and/or
enhance a more effective and efficient
marketing strategy for the growth and
betterment of their online businesses.
Specifically, the result of this study
will be the basis for the proposal of an
effective marketing plan to Facebook
sellers.
The purpose of this study is to
determine the extent of influence of
Facebook advertisements based on the
four stages of customer loyalty of
CABACS students. This study seeks to
answer the following questions: What
is the extent of influence of Facebook
advertisement and purchase intention
of CABACS students on the four
stages of customer loyalty: Action,
Affective, Cognitive, and Conative. As
well as if there is a significant
difference in the extent of influence of
Facebook advertisement on the four
stages of customer loyalty of
CABACS students when taken as a
v
whole and grouped according to; sex,
program/course, and year level.
This study will broaden students'
knowledge and research in the field of
online shopping. This study will help
raise consumer awareness of online
shopping options in comparison to
traditional shopping methods. This
information will help online Facebook
sellers in designing ads based on the
respondents' purchasing habits and
intentions. This research can also help
traditional entrepreneurs and marketers
educate themselves of the new and
innovated marketing techniques and
strategies. Through Facebook platform,
the Traditional
Entrepreneurs/Marketers will also help
them educate their customers about
how to apply their products or services
in a traditional way which can as well
benefit them and what their brands
stand for. This study helps advertising
companies in selecting better tools for
online promotion specifically in
Facebook, and uses techniques to
improve their brand knowledge. This
study will help the school in
introducing this new platform will be a
beneficial since we are now living in a
modern world and ideas are now
outside of the box. The researcher can
benefit from this study because they
will have the ability to formulate an
effective marketing plan for online
Facebook sellers and create
opportunities for professional
advancement and the development of
original ideas in terms of customer
purchase intention in Facebook
advertisements.
Furthermore, the findings of
this study will provide valuable data
for future research into the numerous
business benefits of Facebook
advertisements. The study’s goal is to
determine Facebook’s effectiveness
with customers’ purchase intentions

and to assess their loyalty to the
product they’ve been using.
The study focuses on how
Facebook advertisements influence
customer loyalty and purchase
intention of CABACS students from
first year to fourth year at UNO-R,
enrolled in the university. It
categorizes the students according to
sex, course, and year level using the
four (4) stages of customers loyalty,
which are (a) cognitive loyalty, (b)
effective/attitudinal loyalty, (c)
conative loyalty, (d) action loyalty. It
aims to ascertain which stage of
customer loyalty CABACS student/s
belong to and measure the extent or
level of influence on their purchase
intention.
Online media platforms are
used by different companies to create
and retain customer relationships. It
was revealed that perceived benefits
and cost enhance active participation
of the customer. Age does not
influence this effect; e-marketers
should understand the importance of
participatory behavior for developing
loyalty online (Kamboj & Rahman,
2016). Women’s loyalty is shaped by
their delightfulness considering that
women are more loyal than men to
their chosen stores (Audrain &
Vanhuele, 2016). According to Kwok,
et al. (2016), compared to men, women
are most likely influenced by their
satisfaction. Kalia (2016) observed that
profiles of online consumers are
observed as well-educated, young
professionals, and above average
disposable household income
recipients. online customer loyalty has
been the dominating behavioral issue
in research of customer service.
Dick and Basu (1994) posited
that true loyalty only exists when
repeat patronage coexists with the
vi
concept of a high relative attitude,
which reflects the degree to which the
consumer’s evaluation of one
product/service dominates that of
another. Oliver (2016) has proposed
four ascending brand-loyalty stages
according to the cognition–affect–
conation pattern. The first stage is
cognitive loyalty. Customers are loyal
to a brand based on their information
on that brand. The next phase is
affective loyalty, which refers to
customer liking or positive attitudes
toward a brand. The third step is
conative loyalty or behavioral intention.
This is a deeply held commitment to
buy a “good intention.” This desire
may result in unrealized action. The
last stage is action loyalty, where
customers convert intentions into
actions. Customers at this stage
experience action inertia, coupled with
a desire to overcome obstacles to make
a purchase.
Loyalty can be examined
through behavioral and attitudinal
loyalty. Behavioral loyalty is customer
willingness to continue a relationship
and repurchase the product
(Pratminingsih, 2015).
Dela Fuente (2020), stated that
online shopping is booming in the
Philippines due to the strong
improvement of the internet, mobile
applications, and various web
developments. It is an easy solution for
the busy life and COVID-19 pandemic
that the world is facing today. Based
on a study conducted by Statista, the
Philippines ranks third place in the
world's fastest-growing e-commerce
markets outlasting its neighbor country
in Southeast Asia. According to Alonzo
et al (2022) E-commerce is growing at
a constant and rapid rate in the
Philippines. The e-commerce industry
in the Philippines is experiencing a
significant increase in demand.

Organizations and institutions that are
successful in gaining customer loyalty
have a major competitive advantage
(Delegencia, et al., 2022).
Molinillo et al. (2017), that
satisfaction and loyalty have a positive
effect and perceived value of service
and relationship. As stated by Foroudi,
et al. (2016), contribution of consumer
in the market accepts the experiences
of customers and the reputation of the
business. Stephanie K. (2020), Earning
Customer Loyalty is Key to Business
Growth. Retrieve from
mybusinessacademy.ph Molinillo, S.,
Gómez-Ortiz, B., Pérez-Aranda, J., &
Navarro-García, A. (2017).
When a customer has
developed loyalty towards the products
or services provided by a certain
organization, it has directly minimized
the time consumed in searching,
locating and evaluating the same
services provided by other competitors.
Customer loyalty can be measured by
behavioural and attitudinal elements or
both (Day, 1969; Grisaffe, 2001;
Russell-Bennett, Mccoll-Kennedy and
Coote, 2007).
Oliver and DeSarbo (1988)
state that perceived value reflected the
relation of the consumer’s outcome or
input to that of the firm’s outcome or
input in equity theory. The equity
concept is related with customer
perception and evaluation of what is
right, fair and worth in price and value
in obtaining the product or services
(Bolton and Lemon, 1999).
In general, researchers have
commonly classified trust as trusting
beliefs (Ganesan, 1994; Gefen and
Silver, 1999) and trusting intentions
(Hosmer, 1995). This study will
discuss whether trust-related
behavioral intentions will lead to more
vii
frequent visits or repeat patronage of a
bank’s products or services.
At first, Dick and Basu (1994)
proposed three-dimensional loyalty
that led to a deep commitment. They
introduced cognitive, affective, and
conative antecedents to explain
customer loyalty. Following them,
Oliver (1997) argued that customer
loyalty includes three components:
cognitive, affective, and behavioral
intentions. Then Oliver (1999)
expanded this structure up to four
stages and stated that customer loyalty
forms in a consecution of cognitive
loyalty, affective loyalty, conative
loyalty, and action (behavioral) loyalty.
The schematic diagram
graphically explains the relationships
of the various variables used in the
study. Facebook advertisements will be
measured to know how its level or
extent of influence on four stages of
customer loyalty and purchase
intention of CABACS students. Four
stages of customer loyalty are consists
of Action Loyalty, Affective Loyalty,
Cognitive Loyalty and Conative
Loyalty.
METHODOLOGY
This study utilizes quantitative
research design using a descriptive
research approach to determine the
extent of Influence of Facebook
Advertisement based on Four (4)
Stages of Customer Loyalty of
CABACS Students.
The respondents of this study
were the officially enrolled students
during First Semester of Academic
Year 2022-2023 in College of
Accountancy, Business, and Computer
Studies (CABACS) at the University
of Negros Occidental- Recoletos
coming from the different year level.
The student's knowledge about

Facebook and their experience with
brand advertising on Facebook makes
them eligible as respondents to our
study.
The researcher used stratified
random sampling proportionate
allocation for the selection of the
respondents. In this study, the
respondents were divided based on
their year level. 1. 1st year students
coming from BS Accountancy
(BSA)/BS Management Accounting
(BSMA), BS Business Administration
(BSBA), BS Hospitality Management
(BSHM), and Computer Studies 2. 2nd
year students - BSA/ BSMA, BSBA,
BSHM, Computer Studies 3. 3rd year
students - BSA/ BSMA, BSBA,
BSHM, Computer Studies 4.4th year
students - BSA/ BSMA, BSBA,
BSHM, Computer Studies Using
stratified random sampling
proportionate allocation formula, 107
respondents came from 1st year, 74
from 2nd year,45 from 3rd year, and 73
from the 4th year students.
In this paper, the sample group
represented the population of interest
with respondents from different gender,
year level, and programs. In total, size
of the sample and statistical population
concluded 299 respondents.
The researchers conducted a
face-to-face survey using a printed
survey questionnaires, it was the tool
used to collect data. The survey
questionnaires were researchers’ made.
The researchers had received the
returned survey questionnaire from
299 students of CABACS. The
questionnaire was designed in such a
way that it would be interesting and
easily understood by respondents. The
first section is a demographic profile of
CABACS students at the University of
Negros Occidental - Recoletos. The
second part of the questionnaire
contained questions to identify
viii
respondents’ behaviour, attitude,
opinions and motivation through
dichotomies types of questions and
Likert scales on the extent of influence
of Facebook advertisements on
Purchase Intention of CABACS
students. Part three used a Likert scale
to evaluate the influence of Facebook
advertisements on the four stages of
customer loyalty of CABACS students:
Stage 1: Cognitive Loyalty, Stage 2:
Affective/Attitudinal Loyalty, Stage 3:
Conative Loyalty, and Stage 4: Action
Loyalty.
To conduct the study with the
CABACS students, the researchers will
seek authorization from the Recoletos
school administration, the dean of the
College of Accountancy, Business and
Computer Studies (CABACS), the
department head, and faculty members.
After getting consent, the researchers
will begin identifying the intended
respondents. Researchers will provide
the respondents with an explanation of
the study's goal and scope before being
asked to declare their desire to
participate. The researchers will use
printed survey questionnaires to be
distributed to CABACS students.
Data were collected and
analyzed using the statistical program
SPSS. To determine if any of the
questionnaires should be used in the
statistical analysis, each one was first
carefully reviewed for accuracy and
completeness. To determine the
reliability, we used Cronbach’s Alpha,
acceptable reliability estimates are
those of 0.7 and higher (Bujang, 2018).
The validity of a research study refers
to how well the results among the
study participants represent true
findings among similar individuals
outside the study (Pneumol, 2018). We
establish the validity of our
questionnaire using the Lawshe
content validity ratio which is a

rigorous methodological approach to
assess the validity of individual items
and the overall questionnaire (Kennedy
et al., 2019). Anderson-Darling (AD)
was used to test the normality of the
data in terms of level of influence of
Facebook advertisement on the four
stages of customer loyalty. The data
was normally distributed in terms of
action loyalty (p = 1.000), affective
loyalty (p = 1.000), cognitive loyalty
(p = 1.000), and conative loyalty (p =
1.000). The independent sample t-test
is a statistical method of hypothesis
testing that determines whether there is
a statistically significant difference
between the means of two independent
samples (Patel, 2022). It was used to
determine the significant difference in
the level of influence of Facebook
advertisement on the four stages of
customer loyalty of CABACS when
grouped according to sex. One-way
Analysis of variance was used to
determine the significant difference in
the level of influence of Facebook
advertisement on the four stages of
customer loyalty of CABACS when
grouped according to year level and
course. It uses one independent
variable (Bevans, 2020). The post-hoc
analysis was established to find
patterns after the study has been
completed, and to find results that
weren’t the primary objective
(Pamplona, 2022).
The researchers drew the best
recommendation and conclusion for
the study that would be beneficial to
the participants through the survey
conducted with the
respondents/participants. The
researchers will make certain that the
respondents are duly informed about
the evaluation to be conducted and will
subsequently secure their abreast
consent. Since the
respondents/participants of this study
were all CABACS students and
ix
considering the topic of this research
paper, the identity of the participants
was coded, and only the authorized
researchers will have access to their
personal information. Participants will
be assured that no information
revealing their identity will be released
or published without their express
consent. To avoid misunderstandings
with the participants, the researchers
only asked necessary questions for the
study. The researchers choose the
CABACS students as their
respondents. All participants were
treated regardless of their background
and status as a student.
All of the information gathered
from the participants were accessible
anytime if they wanted to verify or
check what they needed to omit or edit.
The researchers are knowledgeable
about the topics of the paper and the
methodologies to conduct the research.
The result of this study created new
knowledge that would also benefit the
participants, Facebook sellers and the
community. A pilot test is conducted
to improve usability of the study and
produce more trustworthy findings.
RESULTS AND DISCUSSIONS
Table 1 presents the summary
of results of the different variables.
The results show the overall result of
sub aspects of the Four (4) stages of
Customer Loyalty of CABACS
Students as whole. For the CABACS
students on the Action stage of
customer loyalty, rated the level of
influence of Facebook advertisement
as moderate with a mean score of 3.06
with standard deviation of 0.87. For
CABACS students on the Affective
stage of customer loyalty it was rated
as high with a mean score of 3.66 and
standard deviation of 0.71, and for the
Cognitive stage of customer loyalty, it
obtained the rating of moderate having

the mean score of 3.37 and a standard
deviation of 0.74. And the result for the
CABACS students on the Conative
stage of customer loyalty, rated the
level of influence of Facebook
advertisement as moderate with a
mean score of 3.31 with standard
deviation of 0.78. The results of the
following variables when grouped
according to sex, year level, and
course as to the difference in the level
of influence of Facebook
advertisement on the four stages of
customer loyalty of CABACS were
discussed consequently after the table
2.
Anderson-Darling (AD) was
used to test the normality of the data in
terms of level of influence of Facebook
advertisement on the four stages of
customer loyalty. The data was
normally distributed in terms of action
loyalty (p = 1.000), affective loyalty (p
= 1.000), cognitive loyalty (p = 1.000),
and conative loyalty (p = 1.000).
T-test independent samples was
used to determine the significant
difference in the level of influence of
Facebook advertisement on the four
stages of customer loyalty of
CABACS when grouped according to
sex. The difference was significant in
the level of influence of Facebook
advertisement on the four stages of
customer loyalty of CABACS when
grouped according to sex in terms of
affective loyalty and cognitive loyalty
for p-values obtained was less than
0.05. It shows that female respondents
have a higher level of influence of
Facebook advertisement in both
affective and cognitive loyalty than
male respondents. On the other hand,
there was no significant difference in
the level of influence of Facebook
advertisement in terms of action and
conative loyalty when they are grouped
according to sex for p-values obtained
was greater than 0.05. It shows that
x
both sexes have the same level of
influence of Facebook advertisement
in terms of action and conative loyalty.
One-way Analysis of variance
was used to determine the significant
difference in the level of influence of
Facebook advertisement on the four
stages of customer loyalty of
CABACS when grouped according to
year level. The difference was
significant in the level of influence of
Facebook advertisement on the four
stages of customer loyalty of
CABACS when grouped according to
year level in terms of action loyalty [F
(3, 295) = 4.137, p = 0.007*]. Post Hoc
test (LSD) revealed that 1st year
respondents was significantly higher
than 2nd year and 3rd year respondents.
On the other hand, the difference was
not significant in the level of influence
of Facebook advertisement on the four
stages of customer loyalty of
CABACS when grouped according to
year level in terms of affective,
cognitive, and conative loyalty for p-
values obtained was greater than 0.05.
It shows that all year levels have the
same level of influence of Facebook
advertisement in terms of affective,
cognitive, and conative loyalty.
On the other hand, the
difference was significant in the terms
of action, affective and cognitive
loyalty for p-values obtained was less
than 0.05. Post hoc test (LSD) revealed
that BSHM respondents was
significantly higher than COMPUTER
STUDIES respondents in terms of
affective loyalty. Secondly, BSA &
BSMA respondents was significantly
higher than BSHM respondents in
terms of affective loyalty. Lastly,
BSBA respondents was significantly
higher than COMPUTER STUDIES
respondents in terms of cognitive
loyalty.

Facebook Advertisements on
Purchase intention of CABACS
students in the demographic variable of
sex. The overall result shows that both
Male and Female CABACS Students of
University in Negros Occidental-
Recoletos rated the extent of Purchase
intention as moderate, that female
students obtained a higher mean score of
3.02 compared to male students that
obtained a mean score of 2.98 with the
standard deviation of 0.65 and .87
respectively.
The result implies that both male
and female CABACS students felt the
same extent of Online Facebook
Advertisements on Purchase intention.
In this College, there is an equal views
from both male and female CABACS
students purchase intention.
In the demographic variable of
year level, the result shows that
CABACS students rated Online
Facebook Advertisements on Purchase
intention as moderate, the 4th year
level CABACS students obtained the
highest mean score of 3.17 followed by
1st year level with a mean score of
3.04 then 3rd year with a mean score
of 2.96 and 2nd year that obtained the
mean score of 2.83 with the standard
deviation of 0.73, 0.67, 0.75 and 0.78
respectively. The result implies that
CABACS students from different year
level provides the same extent of Online
Facebook Advertisements on Purchase
Intention.
In the demographic variable of
courses, the result shows that
CABACS students rated Online
Facebook Advertisements on Purchase
intention as moderate, the BSBA
students obtained the highest mean
score of 3.15 followed by BSHM
students with a mean score of 3.03
then BSA & BSMA students with a
mean score of 2.93 and COMPUTER
STUDIES students that obtained the
xi
mean score of 2.92 with the standard
deviation of 0.57, 0.79, 0.71 and 0.83
respectively. The result implies that
CABACS students from different
courses had the same level of Online
Facebook Advertisements on Purchase
Intention.
The CABACS students rated
Online Facebook Advertisements on
Purchase intention as moderate that
obtained a mean score of 3.01 with the
standard deviation of 0.73. The result
implies that the CABACS Students as
whole gives the same level of
Influence of Facebook Advertisements
on Purchase Intention.
Oliver and DeSarbo (1988)
state that perceived value reflected the
relation of the consumer’s outcome or
input to that of the firm’s outcome or
input in equity theory. The equity
concept is related with customer
perception and evaluation of what is
right, fair and worth in price and value
in obtaining the product or services
(Bolton and Lemon, 1999). In another
word, customer perceived value is the
result from a calculation of the rewards
and expenses related with what the
firm is offering. Customers feel fairly
treated if the calculation of the
outcome to input is equally measurable
to what the firm is offering and
receiving (Oliver and DeSarbo, 1988).
Chang and Wildt (1994) indicate that
customer perceived value is inter-
related to purchase intention. Higher
perceived value will lead to
repurchasing intention towards the
services and products offered which
develops customer loyalty in the long
run.
Mayer, Davis and Schoorman
(1995) refer trusting beliefs to the
trustworthiness of the firms and
consumer’s perceptions towards the
abilities, integrity, honesty and

goodwill showed by the organization
in handling the transactions in the e-
commerce service context (McKnight
et al., 2002; Kim and Benbasat, 2003).
McKnight et al., (2002) further
explains that trusting intentions means
the customer is willing to trust or
depend on the organization. Referring
to previous studies, most of the
researchers agreed that trusting beliefs
have a positive relationship in
influencing trusting intentions
(McKnight et al., 1998, 2002; Kim and
Benbasat, 2003). In general,
researchers have commonly classified
trust as trusting beliefs (Ganesan, 1994;
Gefen and Silver, 1999) and trusting
intentions (Hosmer, 1995). This study
will discuss whether trust-related
behavioral intentions will lead to more
frequent visits or repeat patronage of a
bank’s products or services.
CONCLUSIONS AND
RECOMMENDATIONS
On the part of the CABACS
four stages of customer loyalty, the
overall result obtained a high level on
the Affective Loyalty stage and a
moderate level on Action, Cognitive,
and Conative Loyalty stage. This
implies that the CABACS student as a
customer are merely Affective on the
products and services that they saw on
Facebook Ads and being affective
means that they were driven base on
the brand identification, customer
experience, and social influence.
On the other hand, the data
shows that female are more engaged in
Online Facebook Advertisement than
male. Next, when grouped according to
sex, there is a significant difference on
the affective and cognitive stage of
loyalty on the CABACS students but
there is no significant difference on the
action and conative stage. Thus,
xii
hypothesis is accepted in terms of
action and conative loyalty, but
rejected in terms of the affective and
cognitive stage of loyalty.
When grouped according to
year level, there is a significant
difference in terms of action loyalty
only but no significant difference on
the affective, cognitive, and conative
loyalty stage. Thus, the hypothesis is
accepted in terms of affective,
cognitive and conative loyalty, but
rejected in terms of action loyalty.
When grouped according to course,
there is a significant difference only on
the action, affective, and cognitive
loyalty stage but no significant
difference on the conative stage. In this
result, hypothesis is rejected in terms
of action, affective, and cognitive
loyalty, but accepted on the conative
stage of loyalty.
The study determined the
extent of influence of Facebook
Advertisements based on the 4 stages
of customer loyalty of the CABACS
students.
In order to provide further help
and give understanding to the students,
interpersonal relationships must be
built to explain to the student that
social media platforms allow them to
communicate, gather feedback, hold
discussions, and connect directly with
online sellers. They can utilize social
media to find their favorite clothes and
other necessities. Student’s feedback
about the product makes it easy to
share their experiences of the said
brand.
As for the Facebook Sellers, it
is recommended for them to develop
communication skills and information
transmission. Facebook advertising is a
new means of communication for the
field of marketing that still requires
 xiii

development . The communication As for the researchers, it is

activities via Facebook advertisement recommended for them to formulate an
necessitate the arrangement of good effective marketing plan for online
sentences so that the brand message is Facebook sellers and create
well received in the consumer's mind. opportunities for professional
advancement and the development of
On the side of Traditional original ideas in terms of customer
Entrepreneurs/Marketers, they may purchase intention in Facebook
expand brand awareness by advertisements.
considering social media marketing as Lastly for the future researchers,
a powerful tool for businesses to reach it is expected that they will consider
customers. They can use social media the use of online Facebook
as crowd-sourcing to get ideas from advertisements as a communication
employees, customers, and the general medium for the delivery of marketing
public for improving products or messages intended to influence the
developing future products or purchase intention of CABACS
services through responding to students and they must also expand the
comments, sharing, and liking and researcher's competitive marketing
monitoring their reputation by plan.
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 xxi

ACKNOWLEDGEMENTS

To the following persons whose contributions made this academic endeavor a

success, our sincere and profound gratitude:

Faculty and staffs of University of Negros Occidental – Recoletos, for their

assistance until the completion of this academic endeavor;

To our friends who extended their time, effort, and understanding during the
crucial times that we needed their assistance.

To our officemates and fellow READS scholars, supervisors, and office heads for
their undying support of our personal goals;

To our family, who have never doubted us and have been very supportive of us
holistically;

To our validators, Dr. Joseph Freeman Diaz, Mr. Alex Q. Pillone, MBA, Mr.
Rommel Adricula, MBA, Ms. Judy Mendoza, MBA, Ms. Jessica May De Larrazabal,
MBA, Ms. Dana Grace Tulod, MBA and Ms. Emmylou Tolosa, MBA not just for
accommodating our request to validate our survey form but also guiding through the
research process;

To the students of University of Negros Occidental - Recoletos for their

cooperation, patience and willingness;

To our instructor, Dr. Ariel E. Toriales, for his dedication and guidance in making
this journey a memorable one;

To Ms. Ma. Flor S. Tapangan, CPA, MBA, CTT, our adviser, for the expertise,
patience, and time she shared to improve this study and for the dedication she shared to
us to make this study a success;

To our beloved Dean, Ms. Joanne N. Saquian, MMBM, and panel of experts, Ms.
Christine May J. Roncales, CPA, MBA, and Ms. Maria Cecilia J. Genovate, CPA, MBA
for sharing their knowledge in the improvement of this study.

And indeed, we can do all things through Christ who strengthens us. We bring
back all the glory and honor for apart from Him, all this won’t be possible.

- The Researchers
 xxii

TABLE OF CONTENTS
Page

Title Page i

Approval Sheet ii

Executive Summary iii

Acknowledgements xxi

Table of Contents xxii

List of Tables xxiv

List of Figures xxv

Chapter 1 INTRODUCTION 1

Statement of the Problem 3

Significance of the Study 4

Scope of the Study 5

Definition of Terms 6

Review of Related Literature 6

Theoretical Background 11

Conceptual Framework 13

Chapter 2 METHODOLOGY 15

Research Design 15

Respondents 15

Research Instrument 17

Data-Gathering Procedure 19

Ethical Consideration 21

Chapter 3 RESULTS AND DISCUSSIONS 23

Results and Discussion 23

Chapter 4 CONCLUSIONS AND RECOMMENDATIONS 33

 xxiii

Conclusions 33

Recommendations 34

Chapter 5 PROPOSED OUTPUT DEVELOPMENT OF FACEBOOK

ADVERTISEMENT 36

REFERENCES 40

APPENDICES 48

A Validity Results 48
B Reliability Results 50
C Letters 51
D Survey Questionnaire 54
E Minutes of the Meeting 58
F Researcher’s Curriculum Vitae 61
 xxiv

LIST OF TABLES

Tables Page

1. Sampling Technique Table 16

2. Demographic Profile of Respondents 23

3. Level of Influence of Facebook Advertisement of CABACS students

on the Four Stages of Customer Loyalty 24

4. Difference in the Level of Influence of Facebook Advertisement

when grouped according to sex 25

5. Difference in the Level of Influence of Facebook Advertisement

when grouped according to year level 26

6. Difference in the Level of Influence of Facebook Advertisement

when grouped according to year course 28

7. Difference in the Level of Influence of Facebook Advertisement

when grouped as a whole 29
 xxv

LIST OF FIGURES

Figure Page

1. Schematic Diagram of the Framework of the Study 13

 1

Chapter 1

INTRODUCTION

People worldwide are largely engaged and attached with the web 2.0

technology and social media platforms. (Alalwan et al., 2017). The sudden rise in

social media has had a significant effect on the businesses of different individuals and

societies in this modern world. Hence, social media has a wide range of applications

in product promotion and marketing, as it is based on variables such as customer

responses and the use of advanced communication tools (Garcia-Morales, V. et al

2018). And Facebook is one of the platforms for social media that has millions

of daily users and is said to catch the customer's intention. So companies around the

world are constantly using these tools. (Mosquera, R.. et al 2018). It enables

businesses to interact with customers through innovative technology and gain a

deeper understanding of their emotions and motivating factors behind their product

consumption (Straker & Wrigley, 2016).

This increase in individuals and activity on social media has led to businesses

using sites such as Facebook (FB) - the most popular social media platform with 2.3

billion users globally (Smith, 2018). Developments in communication, technology,

information, and marketing have resulted in new shifts in how customers learn about

and purchase specific products and services. Then, customers have grown

increasingly accustomed to using the internet to learn about products and services as

well as general information (Yu, C. et al 2016). And companies are becoming aware

of the benefits that technologies can produce in terms of improved shipping and

consumer services ( Fauzi, A.A. and Sheng, M.L. 2021). In a constantly changing

market environment, understanding customers behavior is critical for companies to

 2

function effectively and consistently (Chang, Y. P. et al 2016). Furthermore,

understanding customers behavior is regarded as the foundation for successful

marketing and dependable production management.(Sang, Z. et al (2022) .

Customer loyalty has considered as an important factor which leads to gain

competitive advantage over other firms under a highly competitive and dynamic

environment. Customer loyalty has considered as an important factor which leads to

gain competitive advantage over other firms under a highly competitive and dynamic

environment (Leninkumar, 2017).

Purchase intention is the preference of the consumer to buy the product or

service. Purchase intention signals how eager an individual is in exerting effort just to

achieve doing a behavior. It is expected that if the intention towards a behavior is

stronger, the performance of such behavior is more possibly fulfilled (Acas &

Loanzon, 2020).

There have been few studies that tackles customer loyalty, however, it didn’t

specifically discuss the four stages of customer loyalty. It is already a global trend to

have Facebook as an advertising medium, thus this study aims to bridge the gap

between customer loyalty stages and Facebook advertisements. The main purpose of

the study is to identify the extent of influence of Facebook advertisements on college

students based on the four stages of customer loyalty. The researchers find this

beneficial to study this aspect of social media marketing and relations in this time and

age because many Facebook sellers can create and/or enhance a more effective and

efficient marketing strategy for the growth and betterment of their online businesses.

Specifically, the result of this study will be the basis for the proposal of an effective

marketing plan to Facebook sellers.

 3

Statement of the Problem

The purpose of this study is to determine the extent of influence of Facebook

advertisements based on the four stages of customer loyalty of CABACS students.

This study seeks to answer the following questions:

1. What is the extent of influence of Facebook advertisement of CABACS students

on the four stages of customer loyalty:

a) Action

b) Affective

c) Cognitive

d) Conative

2. What is the extent of influence of Facebook advertisement on the purchase

intention of CABACS students?

3. Is there a significant difference in the level/extent of influence of Facebook

advertisement on the four stages of customer loyalty of CABACS students when

taken as a whole and grouped according to; sex, program/course, and year level?

Hypotheses

Based on the previous statement of the problem the following hypotheses were

formulated.

1. There is no significant difference in the extent of influence of Facebook

advertisement on the four stages of customer loyalty of CABACS students when

taken as a whole and grouped according to; sex, program/course, and year level.
 4

Significance of the Study

The result of the study will be of great benefit to the following:

Students/Consumers. This study will broaden students' knowledge and

research in the field of online shopping. The characteristics of Facebook

advertisements are important in determining whether or not consumers will shop at

the store. This study will help raise consumer awareness of online shopping options in

comparison to traditional shopping methods.

Facebook Sellers. This information will help Facebook sellers in designing

ads based on the respondents' purchasing habits and intentions. Organizations should

consider that their current Facebook advertising strategies may only have a limited

impact, and they should be prepared to adapt their Facebook advertising strategies.

Traditional Entrepreneurs/Marketers. This research can also help

traditional entrepreneurs and marketers educate themselves of the new and innovated

marketing techniques and strategies. Through Facebook platform, the Traditional

Entrepeneurs/Marketers will also help them educate their customers about how to

apply their products or services in a traditional way which can as well benefit them

and what their brands stand for.

They can use advertising campaigns to improve their customer interaction and

generate a better understanding of their brand—from their company’s mission to the

worth of what they sell.

Advertising Companies. This study helps advertising companies in selecting

better tools for online promotion specifically in Facebook, and uses techniques to

improve their brand knowledge.

School. This study will help the school or the institution in providing their

students with more business knowledge, especially the CABACS students.

 5

Introducing this new platform will be a beneficial since we are now living in a

modern world and ideas are now outside of the box.

The Researchers. The researcher can benefit from this study because they

will have the ability to formulate an effective marketing plan for Facebook sellers and

create opportunities for professional advancement and the development of original

ideas in terms of customer purchase intention in Facebook advertisements.

Future Researchers. The result of this study can be used as guidelines for the

future researcher and serve them as building blocks to have a bigger study.

Furthermore, the findings of this study will provide valuable data for future

research into the numerous business benefits of Facebook advertisements. The study’s

goal is to determine Facebook’s effectiveness with customers’ purchase intentions and

to assess their loyalty to the product they’ve been using.

Scope and Limitations of the Study

The study focuses on how Facebook advertisements influence customer

loyalty and purchase intention of CABACS students from first year to fourth year at

UNO-R, enrolled in the university. It categorizes the students according to sex, course,

and year level using the four (4) stages of customers loyalty, which are (a) cognitive

loyalty, (b) effective/attitudinal loyalty, (c) conative loyalty, (d) action loyalty. It aims

to ascertain which stage of customer loyalty CABACS student/s belong to and

measure the extent or level of influence on their purchase intention.

 6

Definition of Terms

CABACS Students. Known as the College of Accountancy, Business, and Computer

Studies, as one of the university's college departments and served as the population of

this study.

Customer loyalty. It is the overall value of the goods or services a customer receives.

It includes the four stages namely, Cognitive Loyalty, Conative Loyalty, Action

Loyalty, and Affective Loyalty.

Extent of Influence. The range or scale of which Facebook advertisement had

influence with.

Facebook advertisement. It refers to online advertisements that are created and

published.

Review of Related Literature

Online media platforms are used by different companies to create and retain

customer relationships. It was revealed that perceived benefits and cost enhance active

participation of the customer. Age does not influence this effect; e-marketers should

understand the importance of participatory behavior for developing loyalty online

(Kamboj & Rahman, 2016). Women’s loyalty is shaped by their delightfulness

considering that women are more loyal than men to their chosen stores (Audrain &

Vanhuele, 2016). According to Kwok, et al. (2016), compared to men, women are

most likely influenced by their satisfaction. Kalia (2016) observed that profiles of

online consumers are observed as well-educated, young professionals, and above

average disposable household income recipients. Customer loyalty has been the

dominating behavioral issue in research of customer service. The reason is that

 7

customer loyalty nowadays is critical to many aspects of the society, including the e-

commerce field (Nguyen, et al. 2016).

Customer loyalty, the most common variable for indicating behavior, is

defined in marketing as a customer’s repurchase intention of a specific company, store

or product/service (Kotler & Armstrong, 2012). Dick and Basu (1994) posited that

true loyalty only exists when repeat patronage coexists with the concept of a high

relative attitude, which reflects the degree to which the consumer’s evaluation of one

product/service dominates that of another. Customer loyalty plays a critical role in an

organization’s success and customer loyalty becomes more important especially when

customer acquisition alone does not equate to long term success (Pratminingsih, 2015).

Oliver (2016) has proposed four ascending brand-loyalty stages according to the

cognition–affect– conation pattern. The first stage is cognitive loyalty. Customers are

loyal to a brand based on their information on that brand. The next phase is affective

loyalty, which refers to customer liking or positive attitudes toward a brand. The third

step is conative loyalty or behavioral intention. This is a deeply held commitment to

buy a “good intention.” This desire may result in unrealized action. The last stage is

action loyalty, where customers convert intentions into actions. Customers at this

stage experience action inertia, coupled with a desire to overcome obstacles to make a

purchase.

Loyalty can be examined through behavioral and attitudinal loyalty.

Behavioral loyalty is customer willingness to continue a relationship and repurchase

the product (Pratminingsih, 2015). Tam (2016) also stated that loyal customers always

spread favorable messages about their service provider and recommend new

customers to the company. The core of loyalty is the customer’s ability to turn out

competitors’ efforts to persuade consumer into switching product or services and

 8

recommend e- service provider to others.

Dela Fuente (2020), stated that online shopping is booming in the Philippines

due to the strong improvement of the internet, mobile applications, and various web

developments. It is an easy solution for the busy life and COVID-19 pandemic that

the world is facing today. Based on a study conducted by Statista, the Philippines

ranks third place in the world's fastest-growing e-commerce markets outlasting its

neighbor country in Southeast Asia. According to Alonzo et al (2022) E-commerce is

growing at a constant and rapid rate in the Philippines. The e-commerce industry in

the Philippines is experiencing a significant increase in demand. The Philippine

proliferation of smartphones and desktop computers has increased people buying

online. This trend is particularly prevalent among Filipinos. Around the world, online

shopping is getting more popular. Consumers seeking convenience have found more

satisfaction in online shopping. Customer loyalty is an important factor in the

customer strategy of any organization. Organizations and institutions that are

successful in gaining customer loyalty have a major competitive advantage

(Delegencia, et al., 2022).

According to Kobuta (2020), driving customer loyalty should be the core

strategy of businesses today. Stephanie emphasized the need for Philippine

entrepreneurs to create their own loyalty programs, saying that a good customer

retention rate would result in higher returns. Molinillo et al. (2017), that satisfaction

and loyalty have a positive effect and perceived value of service and relationship. As

stated by Foroudi, et al. (2016), contribution of consumer in the market accepts the

experiences of customers and the reputation of the business. Stephanie K. (2020),

Earning Customer Loyalty is Key to Business Growth. Retrieve from

mybusinessacademy.ph Molinillo, S., Gómez-Ortiz, B., Pérez-Aranda, J., & Navarro-

 9

García, A. (2017).

Building customer loyalty: The effect of experiential state, the value of

shopping, and perceived value of service on online clothes shopping. Foroudi, P. et al

(2016). Influence of innovation capability and customer experience on reputation and

loyalty. Decker (2021) describes the customer loyalty as a positive relationship you

have with your customers. It measures how dependable and consistent your customers

are. Decker also added that customer loyalty contributes to increased average order

value (AOV), meaning that loyal customers make larger, more frequent purchases

over time.

Customer loyalty is defined as the behaviour where consumers have it in mind

to repurchase or repatronage favoured products or services continuously (Oliver,

1999). Loyalty is important for an organization and it is equally important to

customers as well because customers are willing to invest their loyalty in products or

services that are expected to bring greater value compared to the organization’s

competitors (Reichheld, 1996). When a customer has developed loyalty towards the

products or services provided by a certain organization, it has directly minimized the

time consumed in searching, locating and evaluating the same services provided by

other competitors. Customer loyalty can be measured by behavioural and attitudinal

elements or both (Day, 1969; Grisaffe, 2001; Russell-Bennett, Mccoll-Kennedy and

Coote, 2007). As a result, customer loyalty can be a major source of sustained growth

and profit and a strong asset to an organization (Anderson and Mittal, 2000).

According to Zeithaml (1988), the definition of value results from the

comparison between the benefits obtained and scarifies made. Value is considered as a

subjective and personal concept toward the products, services and relationships

(Parasuraman, Zeithaml and Berry, 1985). Customer perceived value is described as

 10

the perception of quality, mindset, benefits gained and the financial value of the

products or services (Bishop, 1984; Velimirovie, Velimirovie and Stankovic, 2011).

Oliver and DeSarbo (1988) state that perceived value reflected the relation of

the consumer’s outcome or input to that of the firm’s outcome or input in equity

theory. The equity concept is related with customer perception and evaluation of what

is right, fair and worth in price and value in obtaining the product or services (Bolton

and Lemon, 1999). In another word, customer perceived value is the result from a

calculation of the rewards and expenses related with what the firm is offering.

Customers feel fairly treated if the calculation of the outcome to input is equally

measurable to what the firm is offering and receiving (Oliver and DeSarbo, 1988).

Chang and Wildt (1994) indicate that customer perceived value is inter-related to

purchase intention. Higher perceived value will lead to repurchasing intention towards

the services and products offered which develops customer loyalty in the long run.

Mayer, Davis and Schoorman (1995) refer trusting beliefs to the

trustworthiness of the firms and consumer’s perceptions towards the abilities, integrity,

honesty and goodwill showed by the organization in handling the transactions in the

e-commerce service context (McKnight et al., 2002; Kim and Benbasat, 2003).

McKnight et al., (2002) further explains that trusting intentions means the customer is

willing to trust or depend on the organization. Referring to previous studies, most of

the researchers agreed that trusting beliefs have a positive relationship in influencing

trusting intentions (McKnight et al., 1998, 2002; Kim and Benbasat, 2003). In general,

researchers have commonly classified trust as trusting beliefs (Ganesan, 1994; Gefen

and Silver, 1999) and trusting intentions (Hosmer, 1995). This study will discuss

whether trust-related behavioral intentions will lead to more frequent visits or repeat

patronage of a bank’s products or services.

 11

Theoretical Background

At first, Dick and Basu (1994) proposed three-dimensional loyalty that led to a

deep commitment. They introduced cognitive, affective, and conative antecedents to

explain customer loyalty. Following them, Oliver (1997) argued that customer loyalty

includes three components: cognitive, affective, and behavioral intentions. Then

Oliver (1999) expanded this structure up to four stages and stated that customer

loyalty forms in a consecution of cognitive loyalty, affective loyalty, conative loyalty,

and action (behavioral) loyalty.

In such a progressive sequence of customer behavior one can observe that

attitudinal loyalty leads to behavioral loyalty. Oliver argues that a person becomes

loyal in a cognitive fashion at first, then reaches affective loyalty followed by

conative loyalty, and finally becomes loyal in action. Cognitive loyalty. In the first

stage of Oliver’s loyalty framework, perceivable qualities and features of a certain

brand indicate that it is more advantageous and desirable than other alternatives. This

stage is called cognitive loyalty or loyalty based on brand image. Cognition can be

based upon previous or second-hand information or recent experience of a brand. This

stage is simply information based. After all, this form of loyalty is very superficial.

When a brand is used routinely which does not cause any satisfaction, the extent of

loyalty is nothing more than performance. When the consumer gets satisfaction from

using a certain brand, it becomes part of the consumer’s experience and take on

emotional or affective manifestations.

Affective loyalty, in the second stage of loyalty as Oliver (1999) states, a kind

of attachment or attitude to the brand appears, which is based on pleasant experience

of using the brand. The consumer’s commitment to the brand in this stage is called

emotional loyalty, which is impressed as a form of cognition and affection on

 12

consumer’s mind. While cognition can be affected by new information easily,

affections are hard to change. Nevertheless, this form of loyalty, just like cognitive

loyalty, is vulnerable to shift to other brands. Studies have found out that a great

percentage of those who left their selected brands were satisfied with them. As a result,

marketers have to try to attract more committed consumers. Conative loyalty, as

Oliver (1999) believes, the next stage of the sequential framework of loyalty is

conative stage of loyalty intentions. This stage is achieved after repeated formation of

positive feelings toward a brand. Conation is defined as a kind of commitment or plan

to purchase from a certain brand again. Consistent with this definition, it is possible to

regard conative loyalty as a state of loyalty in which a deep commitment to

purchasing from a certain brand exists. However, as many other instances of

determination, such a commitment may never lead to action, although being expected.

Action loyalty, in this stage of loyalty, the intention created in the previous

stage turns into a greater willingness to act. Oliver (1999) states that the consumer is

ready to overcome possible obstacles for using certain products or services and finally

reaching their desirable brand. In this stage, action is considered as the ultimate

outcome of a readiness to act and overcome obstacles. In short, cognitive loyalty

focuses on perceived features of the brand, affective loyalty considers desirability

aspects of the brand, conative loyalty is observed when the consumer intends to

repurchase from the brand, and action loyalty is a deep commitment to engage in

repurchase.
 13

Conceptual Framework

Four Stages of Customer Loyalty

a) Action Loyalty
Extent of influence on the four
b) Affective Loyalty (4) stages of customer loyalty
of CABACS students.
c) Cognitive Loyalty

d) Conative Loyalty
University of Negros Occidental
- Recoletos (UNO-R) CABACS
Students

 Sex

 Course

 Year Level
Extent of influence on
Purchase Intention purchase intention of
CABACS students.

Basis for the proposal of

an effective marketing
plan and creative
marketing campaign to
Facebook sellers.
 14

The schematic diagram graphically explains the relationships of the various

variables used in the study. Facebook advertisements will be measured to know how

its level or extent of influence on four stages of customer loyalty and purchase

intention of CABACS students. Four stages of customer loyalty is consists of

a) Action Loyalty

b) Affective Loyalty

c) Cognitive Loyalty

d) Conative Loyalty

This examined the extent of influence of Facebook advertisements on the four

(4) stages of customer loyalty. This will also examine the extent of influence of

Facebook advertisements on purchase intention of CABACS student. The result of the

study will be the basis for the proposal of an effective marketing plan and creative

marketing campaign on the Facebook advertisements to Facebook sellers.

 15

Chapter 2

METHODOLOGY

Research Design

This study utilizes quantitative research design using a descriptive research

approach to determine the Extent of Influence Facebook Advertisement Based on

Four (4) Stages of Customer Loyalty of CABACS Students.

In this paper, a quantitative research method is used to quantify general

attitude, views and opinion of the respondents towards the research problem. The

main purpose of the study is to measure the extent of the influence of Facebook

advertisements on the commitment of the customers using relevant and appropriate

statistical data.

Respondents

The respondents of this study were the officially enrolled students during First

Semester of Academic Year 2022-2023 in College of Accountancy, Business, and

Computer Studies (CABACS) at selected university from Bacolod City coming from

the different year levels. The student's knowledge about Facebook and their

experience with brand advertising on Facebook makes them eligible as respondents to

our study.

Sampling Technique. The researcher used stratified random sampling

proportionate allocation for the selection of the respondents. In this study, the

respondents were divided based on their year level. 1. 1st year students coming from

BS Accountancy (BSA)/BS Management Accounting (BSMA), BS Business

Administration (BSBA), BS Hospitality Management (BSHM), and Computer

 16

Studies 2. 2nd year students - BSA/ BSMA, BSBA, BSHM, Computer Studies 3. 3rd

year students - BSA/ BSMA, BSBA, BSHM, Computer Studies 4.4th year students -

BSA/ BSMA, BSBA, BSHM, Computer Studies Using stratified random sampling

proportionate allocation formula, 107 respondents came from 1st year, 74 from 2nd

year,45 from 3rd year, and 73 from the 4th year students.

In this paper, the sample group represented the population of interest with

respondents from different gender, year level, and programs. In total, size of the

sample and statistical population concluded 299 respondents.

Year Level Population Distribution Sample Distribution

1st 488 107
2nd 338 74
3rd 206 45
4th 333 73
TOTAL 1365 299

Population size 1365

Sample Size 299

Year Level Population Distribution Sample Distribution Percentage

1st 488 107 21.93%
2nd 338 74 21.89%
3rd 206 45 21.84%
4th 333 73 21.92%
TOTAL 1365 299
 17

Research Instrument

The researchers conducted a face-to-face survey using a printed survey

questionnaires, it was the tool used to collect data. The survey questionnaires were

researchers’ made. The researchers had received the returned survey questionnaire

from 299 students of CABACS. The questionnaire was designed in such a way that it

would be interesting and easily understood by respondents. Furthermore, the designed

questionnaire gathered only relevant information and included questions that were a

necessity of meeting the research objectives. The questionnaire was designed in an

anonymous way and all answers are confidential, that helped respondents to maintain

their anonymity and prevent personal identification. Moreover, it was conducted

through a precise structure and contained different types of questions. The survey

questionnaires gathered intends to reduce non-response rates and inaccuracies for data

collection; this face-to-face survey consists of three parts. The first section is a

demographic profile of CABACS students at the University of Negros Occidental -

Recoletos. The second part of the questionnaire contained questions to identify

respondents’ behaviour, attitude, opinions and motivation through dichotomies types

of questions and Likert scales on the extent of influence of Facebook advertisements

on Purchase Intention of CABACS students. Part three used a Likert scale to evaluate

the influence of Facebook advertisements on the four stages of customer loyalty of

CABACS students: Stage 1: Cognitive Loyalty, Stage 2: Affective/Attitudinal Loyalty,

Stage 3: Conative Loyalty, and Stage 4: Action Loyalty.

 18

Strongly
Disagree Neutral Agree Strongly Agree
Disagree

1 2 3 4 5

Table 2

Level of Influence of Facebook Advertisement of CABACS students on the Four Stages

of Customer Loyalty

Factors Mean SD Interpretation

Action 3.06 0.87 Moderate
Affective 3.66 0.71 High
Cognitive 3.37 0.74 Moderate
Conative 3.31 0.78 Moderate

MEAN Scale Level

4.50 5.00 Very High
3.50 4.49 High
2.50 3.49 Moderate
1.50 2.49 Low
1.00 1.49 Very Low

Table 2 presents the summary of results of the different variables. The results

show the overall result of sub aspects of the Four (4) stages of Customer Loyalty of

CABACS Students as whole. For the CABACS students on the Action stage of

customer loyalty, rated the level of influence of Facebook advertisement as moderate

with a mean score of 3.06 with standard deviation of 0.87. For CABACS students on

the Affective stage of customer loyalty it was rated as high with a mean score of 3.66

and standard deviation of 0.71, and for the Cognitive stage of customer loyalty, it
 19

obtained the rating of moderate having the mean score of 3.37 and a standard

deviation of 0.74. And the result for the CABACS students on the Conative stage of

customer loyalty, rated the level of influence of Facebook advertisement as moderate

with a mean score of 3.31 with standard deviation of 0.78.

Data gathering procedure

To conduct the study with the CABACS students, the researchers will seek

authorization from the Recoletos school administration, the dean of the College of

Accountancy, Business and Computer Studies (CABACS), the department head, and

faculty members. After getting consent, the researchers will begin identifying the

intended respondents. Researchers will provide the respondents with an explanation

of the study's goal and scope before being asked to declare their desire to participate.

The researchers will use printed survey questionnaires to be distributed to CABACS

students. The researchers will keep all the utilized survey questionnaires in order to

guarantee that all gathered information will be kept with utmost confidentiality. In

addition, the researchers will gather documentary evidence to corroborate the

respondents' views of the Extent of Influence of Facebook Advertisements based on

the Four Stages of Customer Loyalty of CABACS Students. The data will then be

totaled, transcribed (in the event of responses), and statistically analyzed.

Data analysis procedure. To determine if any of the questionnaires should be

used in the statistical analysis, each one was first carefully reviewed for accuracy and

completeness. To determine the reliability, we used Cronbach’s Alpha, acceptable

reliability estimates are those of 0.7 and higher (Bujang, 2018). To offer a basic

explanation of the findings, simple descriptive statistical analysis techniques were

used. The validity of a research study refers to how well the results among the study
 20

participants represent true findings among similar individuals outside the study

(Pneumol, 2018). We establish the validity of our questionnaire using the Lawshe

content validity ratio which is a rigorous methodological approach to assess the

validity of individual items and the overall questionnaire (Kennedy et al., 2019).

Anderson-Darling (AD) was used to test the normality of the data in terms of

level of influence of Facebook advertisement on the four stages of customer loyalty.

The data was normally distributed in terms of action loyalty (p = 1.000), affective

loyalty (p = 1.000), cognitive loyalty (p = 1.000), and conative loyalty (p = 1.000).

The independent sample t-test is a statistical method of hypothesis testing that

determines whether there is a statistically significant difference between the means of

two independent samples (Patel, 2022).

It was used to determine the significant difference in the level of influence of

Facebook advertisement on the four stages of customer loyalty of CABACS when

grouped according to sex. One-way Analysis of variance was used to determine the

significant difference in the level of influence of Facebook advertisement on the four

stages of customer loyalty of CABACS when grouped according to year level and

course. It uses one independent variable (Bevans, 2020). The post-hoc analysis was

established to find patterns after the study has been completed, and to find results that

weren’t the primary objective (Pamplona, 2022).

 21

Ethical considerations

Social Value. The researchers drew the best recommendation and conclusion for

the study that would be beneficial to the participants through the survey conducted

with the respondents/participants. The researchers ensured that the study's findings

would be extremely beneficial to the respondents and Facebook sellers.

Informed Consent. The researchers will make certain that the respondents are

duly informed about the evaluation to be conducted and will subsequently secure their

abreast consent. The researchers will inform them that their participation in this study

is entirely voluntary and that they have the right to withdraw at any time during the

data collection process. The researchers will also assure them of complete

confidentiality. No information revealing the CABACS students’ identities will be

released or published without express consent. After data processing within a

specified time frame, the materials containing the basic information derived from the

respondents will be disposed of by mutual shredding.

Vulnerability of the Research Participants. Since the

respondents/participants of this study were all CABACS students and considering the

topic of this research paper, the identity of the participants was coded, and only the

authorized researchers will have access to their personal information. The identity of

the participants/respondents was also kept confidential to the third parties involved in

the study.

Privacy and Confidentiality. The research was conducted in an educational

institution. Thus, privacy and confidentiality are treated as important aspects and full

confidentiality will be guaranteed to respondents. Participants will be assured that no

information revealing their identity will be released or published without their express
 22

consent. To avoid misunderstandings with the participants, the researchers only asked

necessary questions for the study.

Justice. The researchers choose the CABACS students as their

respondents. All participants were treated regardless of their background and status as

a student.

Transparency. All of the information gathered from the participants were

accessible anytime if they wanted to verify or check what they needed to omit or edit.

Qualification of the Researchers. The researchers are knowledgeable about

the topics of the paper and the methodologies to conduct the research. The researchers

are also knowledgeable about the institution's processes in conducting the study. The

researchers, with the aid of their respective advisers, are qualified for the specific

credentials set by the school and the organization where the study was conducted.

Community Involvement. The result of this study created new knowledge

that would also benefit the participants, Facebook sellers and the community.

Outcomes of this study were materialized to help the Facebook sellers and the society

as a whole.

Validity and Reliability. A pilot test is conducted to improve usability of the

study and produce more trustworthy findings. The interviewees will be assured of

their anonymity throughout the process. Their responses will be kept private and

unavailable to anyone not involved in the research.

 33

CHAPTER 4

CONCLUSIONS AND RECOMMENDATIONS

Conclusions

The discussion of the result provides clear insight that the College of

Accountancy, Business and Computer Studies student moderately agree that Facebook

advertisement influenced their purchase intention regardless of their sex, year level

and courses.

On the part of the CABACS four stages of customer loyalty, the overall result

obtained a high level on the Affective Loyalty stage and a moderate level on Action,

Cognitive, and Conative Loyalty stage. This implies that the CABACS student as a

customer are merely Affective on the products and services that they saw on

Facebook Ads and being affective means that they were driven base on the brand

identification, customer experience, and social influence.

On the other hand, the data shows that female are more engaged in Facebook

Advertisement than male. Next, when grouped according to sex, there is a significant

difference on the affective and cognitive stage of loyalty on the CABACS students but

there is no significant difference on the action and conative stage. Thus, hypothesis is

accepted in terms of action and conative loyalty, but rejected in terms of the affective

and cognitive stage of loyalty.

When grouped according to year level, there is a significant difference in

terms of action loyalty only but no significant difference on the affective, cognitive,

and conative loyalty stage. Thus, the hypothesis is accepted in terms of affective,

cognitive and conative loyalty, but rejected in terms of action loyalty. When grouped
 34

according to course, there is a significant difference only on the action, affective, and

cognitive loyalty stage but no significant difference on the conative stage. In this

result, hypothesis is rejected in terms of action, affective, and cognitive loyalty, but

accepted on the conative stage of loyalty.

Recommendations

The study determined the extent of influence of Facebook Advertisements

based on the 4 stages of customer loyalty of the CABACS students.

In order to provide further help and give understanding to the students,

interpersonal relationships must be built to explain to the student that social media

platforms allow them to communicate, gather feedback, hold discussions, and connect

directly with online sellers. They can utilize social media to find their favorite clothes

and other necessities. Student’s feedback about the product makes it easy to share

their experiences of the said brand.

As for the Facebook Sellers, it is recommended for them to develop

communication skills and information transmission. Facebook advertising is a new

means of communication for the field of marketing that still requires development .

The communication activities via Facebook advertisement necessitate the

arrangement of good sentences so that the brand message is well received in the

consumer's mind.

On the side of Traditional Entrepreneurs/Marketers, they may expand brand

awareness by considering social media marketing as a powerful tool for businesses to

reach customers. They can use social media as crowd-sourcing to get ideas from

employees, customers, and the general public for improving products or developing

future products or services through responding to comments, sharing, and liking

 35

and monitoring their reputation by following and engaging with followers, customers,

and influencers to build a community around their brand as people find, recognize,

follow, and shop from brands on social media. In this strategy, social media marketing

can help businesses achieve remarkable success by cultivating devoted brand

advocates, which leads to fast sales.

On the part of Advertising Companies, they should use integrated media

promotional mix. They should use Facebook Advertisements with integrated media

promotional mixed in order to create an effective marketing communication activity.

And the message must be consistent in all aspects of the media in order for both the

message and the company to be received.

As for the School, the study recommended to conduct a seminar, or propose a

student activity that will equipped students and faculties with knowledge and have

brand awareness whenever they purchase online.

As for the researchers, it is recommended for them to formulate an effective

marketing plan for Facebook sellers and create opportunities for professional

advancement and the development of original ideas in terms of customer purchase

intention in Facebook advertisements.

Lastly for the future researchers, it is expected that they will consider the use

of Facebook advertisements as a communication medium for the delivery of

marketing messages intended to influence the purchase intention of CABACS

students and they must also expand the researcher's competitive marketing plan.
 36

Chapter 5

PROPOSED OUTPUT DEVELOPMENT OF FACEBOOK ADVERTISEMENT

Objectives

A proposed marketing plan through Facebook advertisements for sellers to

have a defined path to follow in order to acquire new customers, increase sales,

improve retention and raise brand awareness, and seeks to establish a stronger

connection between Facebook sellers and buyers and generate interest in the product

or service.

PROPOSED MARKETING PLAN FOR FACEBOOK SELLERS
CREATIVE MARKETING PLAN
PROPOSED MARKETING PLAN
ON FACEBOOK THROUGH
PRODUCT TESTING.
Objectives  To demonstrate proof of
concept and make sure that the
final product is exactly what
the customerwants.
 To give insightful feedback
from users to enhance and
refine the product.
Specific Activities  Offering a free product sample
to consumer to have a first-hand
experience of the product.
MARKETING PLAN TACTICS
BYHAVING A POPULAR
MEDIA INFLUENCER.
 To immediately recognize the
brandand build consumerinsight
and brand awareness.
 Hire or renew a contract with a
well-known social media
influencer, such as a vlogger or
an online gamer, to promote
products and services and to
raise brand awareness and sales.
37
ENHANCES CUSTOMER
ENGAGEMENT AND SALES.
 Engage deeperconnection with
customers.
 Enable multiple new customer
service models to help increase
brand facevalue and credibility.
 Setting up Chatbot’s on
Facebook pages to give better
service and to create a open
communication between the
sellers and the customers.
 Updating the changes in
product information and
setting up-to-date and real time
status of product’s availability.
 Schedule prompt constant
checking of messages or
inquiries from consumers.
 38

 Design or program that gives

detailed answer to initial queries
of customers.

Timeline  Every Last week of November;  Every Six months of the year;  Every Saturday of the month
Monday to Friday. January to June (seminar)

Key Success Indicators  It provides necessary  Can boost brand activation,  Increase customer engagement
information on the level of sales promotion and/or other in return.
product acceptance, viability, marketing and brand activities.
and customer’s satisfaction
before it launched in the market
on a large scale.

Responsible Persons  Campaign Facilitator  Facebook campaign manager  Facebook Campaign

Manager
 Creative Design  Marketers/online seller
Editor  Marketers/onlineseller
 Social MediaInfluencer
 Facebook Campaign  IT Experts
Manager

Resources Needed  Money  Money  Money

 Venue  Technical Devices  Resource Speakers
 Product itself  Venue for shooting  Laptop
 Resource Speaker  Influencers  Venue (if needed)
 Certificates

Budget (Estimate)  ₱100,000  ₱300,000  ₱180,000

 39

GANTT CHART
 40

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 48

Appendix A

Validity Result
49
 50

Appendix B

Reliability Results

Cronbach’s Alpha Interpretation

0.940 Excellent
 51

Appendix C

Letters
52
53
 54

Appendix D

Survey Questionnaire
55
56
57
 58

UNIVERSITY OF NEGROS OCCIDENTAL - RECOLETOS

COLLEGE OF ACCOUNTANCY, BUSINESS, AND COMPUTER STUDIES

MINUTES OF FINAL DEFENSE

DATE OF DEFENSE: December 14, 2022 TIME OF DEFENSE: 10:30 A.M. - 12:15 P.M.
Jan Rose Paula C. Brillo, Ma. Ieliz T. Jover, Mary Releen V. Mande, Larah
PROPONENT: Grace S. Mueda, Kristel Jen E. Rosales, Princess M. Siosan, Rainna Mae D.
Tinibro, Jirah Marie T. Villarde
ADVISER: Ms. Ma. Flor S. Tapangan, CPA, MBA, CTT
PROGRAM: Bachelor of Science in Management Accounting
THE EXTENT OF INFLUENCE OF FACEBOOK
PAPER: ADVERTISEMENTS OF CABACS STUDENTS BASED ON THE
FOUR (4) STAGES OF CUSTOMER LOYALTY
CHRISTINE MAY J. RONCALES, CPA, MBA
PANEL MEMBERS:
MARIA CECILIA J. GENOVATE, CPA, MBA

Page/Section Revisions Remarks

Panel 1: CHRISTINE MAY J. RONCALES, CPA, MBA
Page i Title Page
Page ii Approval Sheet
- revise the title to
The Extent of Influence of Facebook
Advertisements of CABACS Students Complied
Based on the Four (4) Stages of
Customer Loyalty
- move the name of Ms. Joanne N. Saquian
Complied
before the adviser’s name.
- shortened the abstract of the Executive
Summary.

- labeled the parts of the Executive

Page iii Abstract Summary according to the correct titles of Complied
each chapter.

- removed the Definition of Terms in the

Executive Summary.
- introduce what the study is all about.
- add national and local perspective.
Page 1 Introduction Complied
- emphasize the research gap.
- remove the word “analyze” and add “the
extent of influence of Facebook
advertisement” in the general statement of
Page 3 Statement of the Problem Complied
the Statement of the Problem.

- retain the first Statement of the Problem,


Page 4 Hypotheses
Page 4 Theoretical Framework
and Related Literature
Page 8 Schematic Diagram
Page 17 Definition of Terms
Page 24 Likert Scale
Page 26 Ethical Considerations
Page 32 Table 5
Page 35 Recommendations
Page 38 Chapter 5
- create a proposed marketing plan for
Facebook sellers including a budget
allocation and Gantt Chart.
Panel 2: MARIA CECILIA J. GENOVATE, CPA, MBA
Page i Title Page
Page xiv References
Page 1 Introduction
Page 3 Statement of the Problem
59
however change “on the” into “in terms of
the”.
- remove SOP 33 and switch the order of
SOP 2 and 4.
- remove the enumerated four stages of
customer loyalty.
Complied
- add Significance of the Study after
Hypotheses.
- change”Background” into “Framework”
- improved the RRL by adding related Complied
theories specific to the study, including
international and local RRL.
- change the positions of Figure 1:
Complied
Schematic Diagram and its explanation.
- remove the conceptual definitions and
retain only the operational definitions of Complied
terms.
- edit the table of the Likert Scale. Complied
- apply the proper format of Ethical
Complied
Considerations.
- include an RRL that supports the
Complied
interpretation.
- recommendations must be specific based
Complied
on the results.
-remove the introductory paragraph.
- remove the Rationale.
- remove the Condition.
Complied
- be more specific with the objective.
- revise the title to
The Extent of Influence of Facebook
Advertisements of CABACS Students Complied
Based on the Four (4) Stages of
Customer Loyalty
- use the proper APA citation for references. Complied
- improve and shorten the content of the
Complied
Introduction.
- remove “on” and change it into “in terms
of” Complied

Page 4 Significance of the Study
Page 15 Scope and Limitations
Page 15 Significance of the
Study
Page 17 Definition of Terms
Page 20 Methodology
Page 22 Respondents
Page 26 Ethical Considerations
Page 27 Chapter 3
Page 38 Chapter 5
Page 43 References
Appendices
Curriculum Vitae
Minutes taken by:
KRISTEL JEN E. ROSALES
60
- remove SOP 3 and switch places SOP 2
and SOP 4.
- arrange the contents as follows:
Significance of the Study Complied
Scope of the Study
Definition of Terms
- remove the words “online” and “four
Complied
stages of”.
- and “s” to the word consumer. Complied
- use only operational terms and only the
Complied
Title terms.
- remove the introductory paragraph. Complied
- use the word “respondents” instead of
Complied
“participants”.
- use the proper format for Ethical
Complied
Considerations
- remove the introductory paragraph.
Complied
- include the tables in the Table of Contents.
- remove the introductory paragraph. Complied
- use the proper format for references. Complied
- write a new letter addressed to Ms.
Complied
Saquian with introductory greeting.
- remove father’s and mother’s name.
Complied
- remove parents’ birth dates.
Researchers:
JAN ROSE PAULA C. BRILLO
MA. IELIZ T. JOVER
MARY RELEEN V. MANDE
LARAH GRACE S. MUEDA
KRISTEL JEN E. ROSALES
PRINCESS M. SIOSAN
RAINNA MAE D. TINIBRO
JIRAH MARIE T. VILLARDE
 61

CURRICULUM VITAE

Name: Jan Rose Paula Brillo

Address: So. Natuyay Brgy. Codcod, San Carlos City Negros Occidental
Contact No.: 09511500536
Email: janrosepaula@gmail.com

A. PERSONAL DATA
Date of Birth: January 04, 2001
Place of Birth: San Carlos City
Civil Status: Single
Sex: Female
Age: 21
Religion: Roman Catholic
Height: 5”
Weight: 52 kg.

B. EDUCATIONAL ATTAINMENT
College: University of Negros Occidental-Recoletos (2019-2023)
Senior High School: Riverside College Inc. (2017-2019)
Junior High School: Julio Ledesma National High School (2013-2017)
Elementary: Natuyay Elementary School (2007-2013)
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CURRICULUM VITAE

Name: Ma. Ieliz T. Jover

Address: Purok Saging, Arimas Street, Barangay Zone 2, Murcia, Negros Occidental, 6129
Philippines
Contact No.: 09273449856
Email: ielizjover@gmail.com

A. PERSONAL DATA
Date of Birth: April 10, 1999
Place of Birth: Bacolod City
Civil Status: Single
Sex: Female
Age: 23
Religion: Roman Catholic
Height: 5’
Weight: 46 kg.

B. EDUCATIONAL ATTAINMENT
College: University of Negros Occidental Recoletos (2017-Present)
Senior High School: Murcia National High School (2016-2017)
Junior High School: Murcia National High School (2012-2016)
Elementary: Murcia Elementary School (2006-2012)
 63

CURRICULUM VITAE

Name: Mary Releen V. Mande

Address: Prk. Paghida-et, Brgy. Tangub, Bacolod City, Negros Occidental, Philippines
Contact No.: 09468448792
Email: maryreleenmande@gmail.com

A. PERSONAL DATA
Date of Birth: August 14, 1999
Place of Birth: Bacolod City
Civil Status: Single
Sex: Female
Age: 23
Religion: Catholic
Height: 5'5"
Weight: 53 kg.

B. EDUCATIONAL ATTAINMENT
College: University of Negros Occidental Recoletos (2018-Present)
Senior High School: Luisa Medel National High School – Senior High School (2016-2018)
Junior High School: Luisa Medel National High School (2012-2016)
Elementary: R.A. Medel Sr. Elementary School (2011-2012)
 64

CURRICULUM VITAE

Name: Larah Grace S. Mueda

Address: Purok 3, Brgy. 3, Sipalay City, Negros Occidental
Contact No.: 09663517735
Email: muedalarah@gmail.com

A. PERSONAL DATA
Date of Birth: March 13, 2000
Place of Birth: Sipalay City
Civil Status: Single
Sex: Female
Age: 22
Religion: Roman Catholic
Height: 5’5”
Weight: 45 kg.

B. EDUCATIONAL ATTAINMENT
College: University of Negros Occidental Recoletos (2019-Present)
Senior High School: Gil Montilla National High School (2016-2019)
Junior High School: Holy Rosary Academy (2013-2017)
Elementary: Genaro P. Alvarez Elementary School (2007-2013)
 65

CURRICULUM VITAE

Name: Kristel Jen E. Rosales

Address: Brgy. Zone-1, Pulupandan, Negros Occidental
Contact No.: 09092995528
Email: kristelerosales@gmail.com

A. PERSONAL DATA
Date of Birth: August 30, 1999
Place of Birth: Bacolod City
Civil Status: Single
Sex: Female
Age: 23
Religion: Roman Catholic
Height: 5’5
Weight: 51 kgs.

B. EDUCATIONAL ATTAINMENT
College: University of Negros Occidental-Recoletos (2017-present)
Senior High School: Our Lady of Lourdes Academy (2016-2017)
Junior High School: Our Lady of Lourdes Academy (2012-2016)
Elementary: Pulupandan Elementary School (2006-2012)
 66

CURRICULUM VITAE

Name: Princess M. Siosan

Address: Earth Street Puentebella Subd., Brgy. Taculing, Bacolod City, Negros Occidental, 6100
Contact No.: 09103484469
Email: siosanp2@gmail.com

A. PERSONAL DATA
Date of Birth: March 28, 2001
Place of Birth: Bacolod City
Civil Status: Single
Sex: Female
Age: 21
Religion: Roman Catholic
Height: 5’5”
Weight: 75 kg.

B. EDUCATIONAL ATTAINMENT
College: University of Negros Occidental Recoletos
Senior High School: Bacolod City National High School (S.Y. 2018 - 2019)
Junior High School: Bacolod City National High School (S.Y. 2016 - 2017)
Elementary: Luis B. Puentebella Elementary School (S.Y. 2012 - 2013)
 67

CURRICULUM VITAE

Name: Rainna Mae D. Tinibro

Address: Earth Street Puentebella Subd., Brgy. Taculing, Bacolod City, Negros Occidental, 6100
Contact No.: 09060280965
Email: rainnamae13tinibro@gmail.com

A. PERSONAL DATA
Date of Birth: November 18, 2000
Place of Birth: Bacolod City
Civil Status: Single
Sex: Female
Age: 21
Religion: Roman Catholic
Height: 5’2”
Weight: 54 kg.

B. EDUCATIONAL ATTAINMENT
College: University of Negros Occidental Recoletos
Senior High School: Bacolod City National High School (S.Y. 2018 - 2019)
Junior High School: Bacolod City National High School (S.Y. 2016 - 2017)
Elementary: Luis B. Puentebella Elementary School (S.Y. 2012 - 2013)
 68

CURRICULUM VITAE

Name: Jirah Marie T. Villarde

Address: Prk. Mabinuligon, Brgy. Mansilingan, Bacolod City, Negros Occidental, 6100
Contact No.: 09777536625
Email: jirahvillarde01@gmail.com

A. PERSONAL DATA
Date of Birth: February 15, 2001
Place of Birth: Bacolod City
Civil Status: Single
Sex: Female
Age: 21
Religion: Roman Catholic
Height: 4’11”
Weight: 40 kg.

B. EDUCATIONAL ATTAINMENT
College: University of Negros Occidental Recoletos (2019-Present)
Senior High School: Bacolod City National High School - SHS (2017-2019)
Junior High School: Bacolod City National High School (2013-2017)
Elementary: A. L. Jayme Elementary School (2012-2013)
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