CHAPTER 1: The Problem and its Background

Introduction

In line with the changes in our environment and society brought by this pandemic,
many people are affected to it, some of them are lost their job and get lower sales
because of minimal people are going to buy outside and some of them are stay at
home. Marketers and business owners find a way to serve people even if they are
staying their home, some of them is bringing the product and service at home like drive
thru strategies of the fast food industry. By the used of social media marketers used this
platform because people are more likely to be active online because of lack of activity to
do.
The business are using social media as their platform to serve people, As evidence
of this, the use of online collaboration tools from home and business users has risen
400% in the last three weeks, and video now makes up over half of mobility network
traffic but represents over 50% of network bandwidth according to recent AT&T network
usage statistics 2020. One of the well known online live selling platforms is by the used
of Facebook live stream, in our country many Filipino has a Facebook account and this
is the way they interact and attract customers. Facebook Live Selling is the easiest way
to sell goods, engage with audiences in real time, and attract new buyers. When you
use Facebook Live Selling to promote goods, you are live streaming while you show off
your wares. This helps you to share more information, show your items, respond to
audience questions, and share more information. It’s highly interactive for you and your
viewers, and when viewers want to make a purchase, they can do it right in the live
stream.

Live streaming has recently become a popular direct selling channel which offers
small, self-employed sellers’ unseen levels of consumer interaction and engagement
(Apiradee Wongkitrungrueng et. al 2020). Virtual selling is now fundamental to growth in
a market where remote selling is the “new normal” as the corona virus pandemic has
forced over billion of consumers, customers, employees, and salespeople to stay at
home. This is the reasons online live selling is very effective and useable in times like
this.
 Many businesses try some marketing strategy that will make more customer and
profit but because of pandemic it gets freeze, so as a marketing personnel they should
adopt that what we call “new normal” in order to gain profit and sustain the business.

There are several ways and means of really bringing out the very best in an online
marketing strategy. Understanding how online marketing works is of vital importance.
Below is an overview as to why online marketing is as effective as an advertising
medium and the various tools that you can make use of to achieve the most desired
results (Darryn Balanco 2018).

The researchers saw the rapid proliferation of different platforms to sell and buy
different products. But some of the businesses are lack of knowledge using social
media as their platform and to identify the effects of it, towards to those sellers offer on
online live stream selling. The researchers want to introduce to other micro business or
other business to use FB live selling to sell their product. It is very useful especially to
those sellers of some designs in home or clothing apparel, Selling clothes online used
to be a much more passive process. You set up an online shop, have listings for various
items, and people would come, make a purchase, and that was it. Fast forward to today,
live selling has turned the process into a dynamic, engaging process that can really
reap huge dividends if done correctly (Belivetvteam 2020).

The researchers envision to find out some factors of sellers facing in online live
selling and to introduce FB live as a selling platform for the products. Researchers also
focus the study to the sellers in order to them to used online live selling as a new way of
marketing strategy in the new normal way of living.

This study is also want to find out the effectiveness of online live selling through
Facebook by the sellers answer to those questions that create by the researchers. The
information that researchers gathered will be kept in touch to avoid invading of
participant’s information. This study is aim to answers some questions that stated on the
statement of the problem of this study and hoping to find an answer in order to introduce
the online live selling through Facebook to other new entrance business or business
that are not familiar on selling online.
Background of the study

Accord
ing to HsinYin Hsu, National Yunlin University of Science and Technology, Taiwan
Owing to the rise of online live streaming in recent years, many socializing platforms
successively introduce the live streaming services that blew up the fad of live streaming.
This situation not only brings overnight fame to a lot of online ordinary people but also
develops a new business model which combined ecommerce with digital marketing.
Therefore, this research adapt on Facebook, which is widely popular live streaming
platform applied by netizens (social media users), as a research tool.

As a popular mode of transmission, web live broadcast has attracted attention from
many enterprises and investors, as well as favor of online sellers since it was born. Like
previous network communities, it becomes an important platform for sellers to promote
products and cultivate fans. In this paper, efforts are focused on discussing the
relationship between e-commerce broadcast and customers’ purchasing intention, on
putting forward detailed effectiveness paths and providing new perspectives and trains
of thoughts.

This research is aimed at studying purchase intention of consumers who purchase

clothing through the Facebook live streaming platforms. The subjects were then asking
to fill out questionnaires to investigate the factors influence on consumers’ willingness of
purchase. The results indicate that among the majority of influential factors of purchase,
consumers purchase commodity through Facebook because of “bandwagon effect”.
Furthermore, interaction between streamers and consumers is another main factor of
customers purchasing motivation.

(https://papers.iafor.org/submission50466/)
Review of related Literature

This chapter of the paper includes studies and literature from both foreign  and local
sources. These also present the art of synthesis of gap, bridge, relationship of those
gathered information towards the study. The basis of the study's claims, as well as
some supporting data required for this study.

Foreign Literature

The invention of the Internet has really opened up thousands of new opportunities
for sellers and ways to engage buyers. Nowadays, arguably the most promising
marketing strategy includes live streaming products over the web (Alex Bybyk 2020).
Selling on the internet is as easy as it's ever been. Selling and shopping online is at an
all-time high, based on what we've seen since the pandemic and now during the 2020
holiday season (Adobe Analytic 2020).

According to Scott Lunn 2020, Audiences can interact with each other in real time
using social replies during live social broadcasts. The live broadcasts that stand out,
however, are those that allow viewers to direct what appears on screen. The COVID-19
crisis, the rise of online shopping, and the growing desire among users to reclaim
human contact are all reasons why this method of selling has become so popular. Live
streaming ecommerce is a way to digitally replicate the shopping experience in a
physical store, much like how people have grown accustomed to social interaction
(Chris Gallop 2020).

For one thing, it’s far more interactive. While home shopping channels allow
viewers to call in, live stream shopping enables the audience to interact through
comments, likes, polls, and more. For example, anyone watching the stream can ask a
question about the product or request that the host show it from a different angle (Neil
Patel 2020). Sellers are also making more direct transaction online and via Smartphone,
never stepping foot into traditional brick-and-mortar locations. It increases their sales
and get wider costumer as possible (Janna Hartley 2016).
 Facebook Live Shopping is the best way to sell items, interact directly with viewers
and gain potential customers, all in real time. When you sell products through Live
Shopping on Facebook, you are live streaming as you feature your products. This
allows you to share more information, demonstrate your products, answer questions
from viewers and respond to their reactions. It’s highly interactive for you and your
viewers, and when viewers want to make a purchase, they can do it right in the live
stream (Facebook PH. 2020)

Facebook just announced its plans of making live selling available directly within
the site to help small business owners who were affected by the coronavirus pandemic.
This new e-commerce development, coupled with live streaming, will definitely give
businesses a chance to bounce back and boost the number of online shops (Kathy
Kenny Ngo 2020). With a dedicated Facebook Live mode, Pages can highlight items in
their stream, which viewers can then easily buy through screenshots; Facebook is
testing a new feature in its steadily emerging ecommerce tools (Andrew Hutchinson
2018).

Small-scale businesses, especially those selling fashion items, also use live selling
to capture the market. Live selling is when business owners conduct an "auction style"
approach, showing consumers the available items real time (Facebook Phil 2020)

Foreign Study

Opportunities for global eCommerce are abundant in 2020, and they can be found
in unexpected places. China is still a prominent global exporter, but many Chinese are
willing to pay extra for outside-the-border quality items. With eCommerce booming in
2020, it’s a matter of time before smart marketers apprehend the growing market
potential of China and India. this is alaso the reason people are morelikely engaged to
stream to offer their product because we know that social media has a big impact (A.
Maier 2020). At the moment, what we’re trying to do, instead of dispensing or
distributing the product, Marketers had to come up with product lines that can be
experienced by the customers in the comfort of their homes, that’s why we really value
the support and the service of third-party suppliers when it comes to delivery.
 The literature on online live sale is divided into two streams. The first stream
reflects on the motivations for users to partake in online live trading. Immersion,
immediacy, engagement, and sociality are the four dimensions that affect the
experience of remote events using live streaming services, according to Haimson and
Tang (2017).

Online live selling provides an authentic shopping scene including vivid sensory
imagery (i.e. hearing, sight) and real-time social interactions, which can both reduce
psychological distance (Elder et. al 2017). First, the sensory imagery triggered by
watching Online live selling helps increase the tangibility of online products (Wang,
2012). According to Darke, Brady, Benedicktus, and Wilson (2016), increasing
tangibility can reduce psychological distance. Moreover, Elder et al. (2017) found that
the imagined senses that need proximity to the body to be felt (i.e. taste and touch) will
affect psychological distance the least.

The effect of product touch on consumers’ decision making is significant when their
mental representation of the product is concrete (Liu,Batra, & Wang, 2017). The nature
of online live selling can also improve customers ‘familiarity and certainty. According to
CLT, familiarity, similarity, and visual perceptual fluency contribute to reducing
psychological distance (Lii et al., 2012). Edwards, Lee, and Ferle (2009) suggested that
online retailers could enhance customers’ purchase decision making by creating an
illusion of closeness that encourages feelings of familiarity and similarity. Whether a
customer can touch or see a product can manifest his/her evaluation of online products
(Kim, Zhang, & Li, 2008).
Local Study

According to The study of Catalina Ricci S. Madarang 2020, she noted that live-
selling refers to broadcasting live videos featuring the products, decreased the
transmission of the novel coronavirus pandemic and the closure of physical stores
across Southeast Asia.

It cited that Filipino and Vietnamese consumers shopped more frequently via live-
selling than their peers in Singapore and Thailand.

Today, social networks like Facebook, Instagram, and Line is not a place to share
their stories, to research about products, but also to shop. According to PWC’s total
retail survey (2016)

The number of live-sales in the region increased nearly 13% to 67% in the region
with shoppers in Singapore and Thailand spending more time engaging with merchants
and buying through live-streams.

Small businesses play an important role in pandemic recovery. At Facebook, we

remain focused on providing small businesses with resources and tools, so that they
could continue to reach and engage their customers, and hopefully accelerate business
recovery,” said Facebook Philippines country lead for Growth Business Akshat Jain
Theoretical Framework and Conceptual Framework

Theory of Digital Marketing

Information and telecommunications technologies such as the Internet, mobile

phones and digital television have opened new channels of marketing. Consumers are
increasingly using these technologies to access companies. Moreover, the increased
affordability of these technologies allows small-business owners to promote their
companies though innovative means. Fundamental theories of marketing need
reinterpretation in the light of the new technologies.

Digital Marketing Numbers Rule

There's no denying that digital marketing has exploded in popularity in recent years.
Marketers are mostly attempting to target the millions of people who use the internet on
a regular basis.

According to Statista.com, more than 4.6 billion people will use the internet on a
daily basis in 2020, including over 313 million people in the United States. About half of
all shoppers polled by Google in 2019 said they use Google to study a new order online,
according to digital marketing experts Hubspot.com.

Digital Marketing Strategies

The theoretical structure of digital marketing encompasses all methods for reaching
this online community for digital marketers. Email ads, text message marketing to
contact users on their mobile devices, video sources, and social media updates are also
examples of this. Some marketers are also using offline marketing methods, too, to
include in their theoretical framework of digital marketing. This might include strategies
around newspaper ads, product flyers, street-level marketing methods and more.

Reaching the Segment of One

Any of these internet marketing industry theories have a fresh perspective on how
consumers and advertisers communicate. The market segmentation theory proposes
that businesses be segmented based on certain commonalities in order to help reach their
intended customers. According to the Segment of one hypothesis, advertisers are turning away
from mass selling approaches in favor of targeting a more specific community of people.
Customer-Led Positioning

Positioning is the company's attempt to forge an image of the product in the

customer's mind. Unlike physical retail, the customer manipulates and customizes the
digital retail experience. Customers can organize an entire retail store based on product
price, functionality or popularity. To better position products, managers should consider
not only the specific product's features, but also present it in relation to the entire range
of products and services the customer needs. For example, in pharmaceutical sales,
customers are not just concerned about the effectiveness or price of a specific drug, but
they are also keen on its interaction with other medications or health conditions.
Additionally, effects of medication on general well-being and long-term health are
important for a growing number of people.

Online Auctions

Online auctions are different from conventional auctions because of two reasons.
First, the setting of an online auction is different from physical auctions. Second,
researchers can observe and record the evolution of the real transaction. In this setting,
bidders‟ thoughts and actions are different. For example, the online auctioning scene is
cluttered and noisy with uncertainty about the seller reliability and product quality; as a
result, bidders tend to be biased toward items with existing bids and avoid similar items
with no bids.

Relationship Marketing

Relationship marketing seeks to build customer loyalty. The interactive and

personalized communications in digital marketing help in relationship marketing efforts.
These characteristics, coupled with the possibility of having regular and frequent
communications, improve customer loyalty. For example, online banking allows for
customized alerts for deposits, debits, balance levels and reminders of payments.
These features allow the customer to receive information based on her needs, improve
service quality perceptions and increase loyalty.
Use in the digital era

There are a number of ways brands can use digital marketing to benefit their
marketing efforts. The use of digital marketing in the digital era not only allows for
brands to market their products and services, but also allows for online customer
support through 24/7 services to make customers feel supported and valued. The use of
social media interaction allows brands to receive both positive and negative feedback
from their customers as well as determining what media platforms work well for them.
As such, digital marketing has become an increased advantage for brands and
businesses. It is now common for consumers to post feedback online through social
media sources, blogs and websites on their experience with a product or brand.[20] It
has become increasingly popular for businesses to utilize and encourage these
conversations through their social media channels to have direct contact with the
customers and manage the feedback they receive appropriately.
 To see the factors affecting
online live sellers to gain
sales and to offer online live
selling to other sellers

Answers some question

about the effectivity of it as
a marketing strategy

To inform the sellers about

the new marketing strategy
that they may use to sell
their product

The researcher consists of a framework to describe their input, procedure, and

output in this portion of the analysis. The word "conceptual framework" is used in a
variety of ways in diverse approaches to science. The authors' aim in writing this article
was to clarify the meaning of these terms and see how they are used in two commonly
used research methods (Meredith et al 2020). Then, the researchers noticed and posed
questions about what would happen if they were given an oregano-scented candle with
other aromatic scents. These reports also look at the impact it has on those who have
purchased it.

The researchers use a Survey Form to collect information from sellers who are
distracted and far away from the researchers. Finally, the study's output is that the writer
would recommend it to other sellers and distribute it to other business owners. The
researchers have come to conclusions about potential solutions to some of the issues.
However, to promote the use of Facebook live as a forum for selling products to other
retailers, and to provide clear examples of the advantages of this as a marketing
technique. The researcher also used purposive sampling and descriptive statistical
evaluation, and for evaluating theories, the researcher used a z-score to see the
findings and answer to the problem statement.
Statement of the problem

This area of the study shows some possible indicators in determining the efficacy of

Facebook live selling as a new marketing strategy of the business people in times of

pandemic. This study also wants to see the other factors that might affect the seller

skills in selling a product through the use of online live selling. The researcher will also

want to know if the online live selling has a impact to generate more profits and make

the business stand out or to be well known by using it as marketing strategy in the

specific business. These researches also want to recommend it, if they saw that it is

very useful as a marketing strategy and beneficial to the business industries to try it.

This study aims to answer the following questions that are related to the problem of the

study the following are stated below;

1. What do the seller consider before they sell in Facebook live selling

A) Customer Based

B) Competition

C) Product

2. How does Facebook live selling triggers the sellers to used it as their marketing

strategy

3. What is the impact of Facebook live selling towards on the sellers in terms of;

A) Sales

B) Number of Customer

C) Supply

4. Is Facebook live selling be recommend as a marketing strategy for the other

sellers
Hypotheses

Ha₁- Online live sellers consider the Customer based, Competition and Product
before selling through Facebook live

Ho₁- Online live sellers are not considering the Customer based, Competition
and Product before selling through Facebook live

Before selling their goods on Facebook live, online live sellers assess the Customer
based, Competition and Product according to the alternative hypothesis. If the
alternative hypothesis is rejected, the null hypothesis should be accepted, which claims
that before selling, online live sellers do not consider the Customer based, Competition
and Product before selling through Facebook live .

Ha2- Facebook online live selling is relevant in triggering sellers to used it as

their marketing strategy

Ho2- Facebook online live selling is not relevant in triggering sellers to used it as
their marketing strategy

The alternative hypothesis of this study states that Facebook online live selling is
relevant in triggering sellers to use it as their marketing strategy. However, if the study
rejects it, the null hypothesis will be accepted which states that Facebook online live
selling is not relevant in triggering sellers to used it as their marketing strategy

Ha3- Facebook live selling has an impact to the sellers in terms of sales, number
of customer and increased in supply

Ho3- Facebook live selling has no an impact to the sellers in terms of sales,
number of customer and increased in supply

The alternative hypothesis of this study states that Facebook live selling has an
impact to the sellers in terms of sales, number of customer and number of repeat
buyers. However, if the alternative hypothesis was rejected in this research, this study
has to accept the null hypothesis which is state that Facebook live selling has no an
impact to the sellers in terms of sales, number of customer and number of repeat
buyers.

Ha4- Facebook live selling can be recommend as a marketing strategy for the
other sellers
 Ho4- Facebook live selling can’t be recommend as a marketing strategy for the
other sellers

This hypothesis discussed if the alternative and null will be accepted or rejected.
The null hypothesis says that “Facebook live selling can’t be recommended as a
marketing strategy for the other sellers” it seems that it is not good for recommendation
while in “Facebook live selling can be recommend as a marketing strategy for the other
sellers”, state that it is good for recommendation purposes

Significance of the study

These studies aim to assist and benefit individuals who are a part of the study. The
researcher described how the recipients will benefit from the underpinning. Beyond
Marketing: Innovative Facebook Live Selling Marketing Strategies for Online Merchants
was a research that looked at the impact of Facebook live selling through sellers.
Furthermore, the study's findings will be beneficial to the following below:

Sellers – this study will give the sellers knowledge about the benefits of Facebook live selling if
they engaged in this scheme. This study aims to help some of the business in times of
pandemic to sell their product and introduce this kind of strategy in the global market.

Businesses – this study also help the business to gain more profits and sales even though it’s
pandemic because this kind of strategy is not requiring a face to face interaction in terms of
selling it involves virtual buyers and less contact as to follow the government guidelines.

Other potential users – this study will help other potential users who have the same problem
too. Also it can help them to see the usage of Face book online live selling as a new marketing
strategy, and also how it will be beneficial to the business. This study help s other users to find it
more effective.

To the future researcher – This study will assist future researchers in learning more
about their studies that are linked to this research. Also, if they want to continue their
investigation, assist them in getting some ideas and expertise to back up what they've
said in this report. This will assist them in answering some of the study's questions. It
can assist students in using it as a guide for their study, particularly for study on this
issue.

The main purpose of this study is to help the sellers to their problems in terms of
how they how they can be sold their products in times of pandemic, and to see some
factors that engaged other business to try online live selling. The researcher wants to
see the efficacy of online live selling as a marketing strategy towards the target users
and other possible users of it. Since, this study is more on observation and survey
questionnaires they will use it to get the data from their respondent.

Scope and Delimitation

This study focused on the effectiveness of innovative Facebook live selling

towards the seller’s perspective. The researchers will observe and ask various
questions related to the topic. This study is limited to the evaluation on how the
innovative Facebook live selling can affect the online sellers and how they will response
in this situation, from their adjustments to their market strategy. The scope of this study
is only for those sellers that try to offer their product through this kind of strategy, and to
know their comment about their experience. The researchers test the knowledge of the
respondent by answering specific questions based on this study. The researcher also
limited their study on the effect of Facebook live selling to those sellers that already try
it. This study also sees the other factors that might be beneficial to the other sellers that
want to try it.

This study aims to conduct a survey form towards the online live sellers that try this
strategy, and observation on them. The researchers will gather information to those
online sellers that the researchers pick based on their specification, the respondents are
located around San Fernando, Mexico and Magalang Pampanga since the researchers
are convenient and near to this place.

Researchers asked permission first before they conduct a survey to their target
respondents and make some observations if necessary. The researchers aim to
determine the effect of online live selling towards the sellers and to solve problems
related to this topic.
 Researchers will see the effectiveness of Facebook live selling as marketing
strategy and after that researchers started offers and introduce it to the other sellers that
want to try online live selling or rather to give more idea to those sellers about this kind
of strategy. The researchers and the respondents get a possibility of a win-win situation,
wherein the customers and the researchers benefit with each other. This research also
limits the use of quantitative research. Quantitative methods will also explain and
interpret clearly in the study and also to develop a new instrument or to test an old
instrument. The researcher used a quantitative method in order to get quantification in
the results that researchers gathered.

Definition of Terms

Facebook live selling – Live streaming ecommerce is a way to digitally replicate the

shopping experience at a physical store, just as the population has had to get used to

social contact via Facebook.

- In this study, the live selling is our overall study since this became trends and

many sellers are hook with it.

Online sellers - They photograph and write descriptions of the items they will sell and

put the information online. 

- In this study, online sellers are the respondents of this study, they are the one will

provide researchers answers idea about this study.

Marketing strategy - is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a

sustainable competitive advantage.

- In this study, this will serve as the researchers’ classification to consider this a

new marketing strategy.

Social media - is a computer-based technology that facilitates the sharing of ideas,

thoughts, and information through the building of virtual networks and communities.

- In this study, social media is used since it is live selling and researchers choose

Facebook since it is the fastest way to contact or deal with people.

New normal - is a state to which an economy, society, etc. settles following a crisis,

when this differs from the situation that prevailed prior to the start of the crisis. 

- In this study, this is the main reason why this kind of strategy is made off, out of

lack of personal interaction.

Digital Marketing - Digital marketing is the component of marketing that utilizes internet

and online based digital technologies such as desktop computers, mobile phones and

other digital media and platforms to promote products and services

- This study used the word digital marketing as their basis of the study and their

foundation of information.

CHAPTER 2: Methodology

Research Design

In this chapter, the researcher talked about the different procedures in conducting
the study includes the research design, respondents of the study, research method, and
data collection that will help the study to achieve the desired result. The aim of the
research design is to provide an effective context for the study. The choice to be made
in the research method is a significant decision in the research design process for the
reason it determines how the relevant information and knowledge for the research that
can be acquired. Moreover, the research design process requires multiple pertinent
decisions.

All the techniques in this section will be used by the researchers. It will be the
foundation of the process of the research in making and distributing the questionnaires
and collecting data. Quantitative research is when we use the word quantitative to
describe quantitative dissertations; researchers do not simply mean that the dissertation
will draw on quantitative research methods or statistical analysis techniques. Classic
routes that you can follow include replication-based studies, theory-driven research and
data-driven dissertations (Hambrick, D. C. 2010). Quantitative research is defined as a
systematic investigation of phenomena by gathering quantifiable data and performing
statistical, mathematical, or computational techniques. Quantitative research collects
information from existing and potential customers using sampling methods and sending
out online surveys, online polls, questionnaires, etc., the results of which can be
depicted in the form of numerical (AKHIL RAJ 2019).

Also, this study want to offer this kind of marketing strategy to other sellers that
have queries and confusion regarding online live selling and to those sellers that want to
have a new way of selling their product in a new normal set-up. The researcher also
used likert scale to get results. The responses can be ranked or rated but the distance
between the responses of the respondents are not measurable. Thus, the diversity
among “always”,” often”, “sometimes” and “never” are not necessarily equal on a
frequency response likert scale.

The research methodology is the systematic, theoretical analysis of the procedures

applied to a field of study (Kothari, 2014). It is methods to analytical explain the
research problem. It involves procedures of describing, explaining and predicting
phenomena so as to solve a problem; it is the how the process or techniques of
conducting research.

In qualitative research, the researcher is said to be the “instrument of data

collection.” Rather than using a standardized instrument or measuring device, the
qualitative researcher asks the questions, collects the data, makes interpretations, and
records what is observed. The qualitative researcher constantly tries to understand the
people he or she is observing from the participants’ or “natives’” or “actors’” viewpoints.
This is the concept of “empathetic understanding.” Weber (2020) called this idea of
understanding something from the other person’s viewpoint. Qualitative research is
focused on understanding the “insider’s perspective” of people and their cultures and
this requires direct personal and often participatory contact.

Research Locale

The researcher’s study is focused on the online live sellers somewhere in Mexico,
San Fernando and Magalang area that already tried offering their product through
online streaming. This study will conduct pilot testing of questions and surveys to the
online live sellers. The place is chosen by the researchers because they are residence
and near to this place and its state on their scope and delimitations of the study. The
place Mexico, San Fernando and Magalang is where respondents and researchers are
located so no more hassle to identify those respondents.

The locale of the study of this research is around Mexico, San Fernando and
Magalang area in Pampanga, because this is where researchers start and begin the
study. This place is where they are located and near.

Respondents

The respondents of this research are only focused on the Facebook online sellers,
the researchers conduct a survey about they experience and what is their encounter in
this kind of strategy and other business that try to offer their product through online live ,
in order to sell their product. Online live sellers because they are the main proponents of
this study in which researcher’s identifying them with the corresponding specification.
This study conduct a research to (100) male and female online sellers. Purposive
sampling can be thought of as a subset of convenience sampling, in that respondents
are chosen subjectively (Paul Lavrakas et al 2019). This research also wants to answer
some question so in that researchers can conclude an answer to their statement of the
problem. The respondents choose based on the purposive sampling used or performed
in the study because, the respondents are those online sellers that use a Facebook live
selling only and it’s not intended other possible respondents. Purposive sampling will
be used in order to justify the reason the researcher in choosing the specific
respondents. Purposive sampling, also referred to as judgmental, selective or subjective
sampling, reflects a set of sampling methods based on the researcher’s judgment when
it comes to selecting the units (Sharma, G. 2017).

The respondents were asked to answer various questions based on the study's
stated problem. For those respondents' questions and certain enquiries, the researcher
will attempt to conduct an interview if necessary. Before they begin questioning, they
utilize permission letters to get permission from the respondents.

Research Instrument

The research instrument is a tool for gathering, calculating, and interpreting data
from study participants. You must choose a technique based on the sort of study you
are conducting: quantitative, qualitative, or mixed-method. For a quantitative analysis,
you may, for example, employ a questionnaire. You have the option of using a scale
(Edit Stage 2020).
 This study used the common instrument for research which is survey questionnaire
and observation. Some part of the study was self ministered and researchers discuss it
all through the research. The researchers consulted to the experts about the
questionnaires that they used to those respondents and will conduct a pre-survey or
pilot testing question to 10-20 online live sellers in San Fernando, Mexico, Magalang
Pampanga where the researchers near, to see some result and to get some
information. Because of the pandemic, the pre-survey was performed online. The
outcome is based on a pilot test of question results to see if the surveys are completely
comprehended and answered. This study will use likert scale to get the answer of the
respondents in quantifiable manners and also this research use descriptive statistics
only to test the effectiveness of the Facebook live selling as a marketing strategy in
times of pandemic. The questionnaires is pure self administered it means it is made by
the researchers, to get the answers based on the researchers perspective.

That question was altered by the researcher to make it more intelligible and clear.
Purposive sampling, also known as a judging or expert sample, was employed in this
study to identify the respondents. Purposive sampling is a sort of no probability sample.
A purposive sample's principal goal is to provide a sample that may be deemed to be
representative of the population (Paul J. Lavrakas 2010). In this area, questionnaires
were also constructed based on the study's Statement of the Problem. Because the
survey questionnaires are quantitative and should have quantitative responses, they
include questions that can be answered using a likert scale. Likert scale was common
use including end-of-rotation trainee feedback, faculty evaluations of trainees, and
assessment of performance after an educational intervention (Gail M. Sullivan, MD,
MPH 2013).

The test questionnaires have 1 to 4 points in every question that reflect the number
of answers in the given questions. The 4 point Likert scale is basically a forced Likert
scale. The study uses an indirect type of survey wherein they used Google form to
answer the questionnaires. The researcher used Google Forms to create questions,
which she then responded using her Google account. There is no such thing as a safe
'neutral' option. The four-point scale is ideal for market researchers, who utilize it to elicit
particular reactions (Form plus 2020).

The questionnaire for this study was created by the researchers with the help of the
consultant and is based on the study's issue statement. However, before they begin,
researchers use letters to obtain consent from people who have responded. With the
use of consent, the flow of delivering test questions and observing will be smooth and
lawful. The questions are based on the researcher statement of the problem and
validated by their consultant.

Data Collection

The researchers concentrated their inquiry on online live sellers who attempted to
sell things via Facebook live, as well as friends who utilized and try it. Respondents for
this study will be found in the San Fernando, Magalang, and Mexico Pampanga areas.
The research will take place from May 2021 to June 2021, according to their schedule.
The researchers must first make the respondents' permission before presenting the
letter, if required. When the researchers start their inquiry, they give sellers time to react
to the questions.

The identical set of questionnaires is offered to online live sellers, and they are
asked if they wish to engage in interviews while answering those questions. But
because of our current situation face to face distribution of surveys is not necessary, the
researcher conducts a questionnaire through a social media platform, such as
Facebook and/or Google Forms as their mediator. As face-to-face is not necessary, the
researchers also make permission letters for the respondents before asking them to
complete the questionnaire.

Respondents will be given sufficient time to complete the survey questionnaires,

with the option of declining the interview section for personal reasons. This study is
intended for the online live sellers in Facebook that make an offer to this.

Some of the researcher’s help the respondents thoroughly comprehend each topic
so that they can interact to the questions made by the researchers. The researchers
collect all questionnaires when the given time is already done, and then the researchers
begin counting the respondent questionnaires and tallying the results. Finally, the
number of responses will be assessed and examined before being graph.

Ethical Consideration

The researchers submit the authorization letter that allows them to conduct a survey
and some interviews before they perform the survey. Researchers also offered
respondents time to reply to the questions and asked whether they wanted to be
interviewed. A researcher, for example, may be advised not to publish findings that
have been collected and/or are being worked on by others. Data that isn't relevant to a
person or a group may also be included in such findings. Publishing rights or the
establishment of patents, for example, might inspire confidentiality (Forskningsetikk
2015). If a respondent does not want to complete the questionnaire or participate in an
interview, researchers will not compel them to do so. Researchers make sure that all
the personal information towards the respondents is strictly in private. In short the
answers and opinion of the respondents will keep confidential for personal purposes.

The researchers also thank all of the respondents' assistance and initiative in
making the study feasible and effective. Those that participate will be much welcomed,
and in exchange, their information and responses will be kept in contact. This study will
also provide a win-win situation for both the researchers and the participants.

Statistical Treatment of Data

This area of research will focus on the statistical methods used by researchers to
determine whether a hypothesis is null or alternative. The following statistical treatment
is applied to the data collected for the investigation.
 You are merely stating what is or what the data indicates in descriptive statistics.
When using inferential statistics, you're attempting to draw inferences that go beyond
the data at hand (Prof William M.K. Trochim 2020). Based on the questionnaires in this
study, the weighted mean was employed as an observation of the respondents'
responses.

Mean, 

Where:

 x = each observation and 

n = number of observations

This study uses descriptive statistical treatment to determine if the respondents'

overall mean response is positive or negative. The researcher will create a table in
which they will translate the percentage into words in order to determine the
respondents' responses to the surveys. Descriptive statistics are an important aspect of
any investigation and presentation of data. These conclusions might be related to
research/experimental findings, demographic statistics, occurrences, office records,
surveys, and so on (Suresh Kumar et al 2018). This research will look at how
respondents responded to the product's efficacy in their lives.
 In order to accept or reject the Null and Alternative hypotheses, the researcher
employed Pearson’s R to determine what sort of statistical procedure was applied.
Inferential statistics are used to provide data interpretations and draw inferences and
conclusions from the data. A person can infer what a population thinks or how it has
been influenced using inferential statistics and sample data (Sprinthall, R. C. 2011).
Researchers are particularly interested in finding the difference between oregano oil
scented candles as insect repellant and scented candles using the Pearson’s R method.

The Pearson correlation coefficient (also known as the Pearson product-moment

correlation coefficient) r is a measure of the relationship (rather than the difference)
between two quantitative variables (interval/ratio) and the degree to which the two
variables coincide—that is, the degree to which two variables are linearly related. The
Pearson correlation coefficient (also known as Pearson product-moment correlation
coefficient) r is a measure to determine the relationship (instead of difference) between
two quantitative variables (interval/ratio) and the degree to which the two variables
coincide with one another—that is, the extent to which two variables are linearly related:
changes in one variable correspond to changes in another variable. In fact, a variety of
different correlation coefficients (such as phi correlation coefficient, point-biserial
correlation, Spearman’s rho, partial correlation, and part correlation) have been
developed over the years for measuring relationships between sets of data, and the
Pearson correlation coefficient (also referred to Pearson’s r) is the most common
measure of correlation and has been widely used in the sciences as a measure of
differences.
 CHAPTER 3: Results and Discussion

This part of the study shows the representation of data from the respondents. This
also shows the frequency distribution and weighted mean to interpret the data collected.

Frequency Distribution (Percentage)

Table 1: Frequency Type of business offer online

Type of Business Frequency  Percentage 

85 85%
Clothing Apparel

Merchandise 11 11%

Cosmetics 4 4%

Total 100 100%

This table presents the various product offers by the online live sellers that are used
to be the respondents of this study. The researchers see that most of the respondent’s
offers clothing apparel through online, this graph also indicate the percent of
respondents from its whole share of market in online live selling.

Descriptive Statistic: Weighted Mean

Table 2: Weighted mean of each questions and Answers

Fragrance Weighted Verbal Interpretation

Mean

1) Facebook live selling is convenient to 3.79 Strongly Agree

use in this time of the pandemic

2) Sellers are considering the place of 3.52 Strongly Agree

their live stream before they sell

3) Sellers are more specific in the product 3.69 Strongly Agree

that they sell online

4) Facebook live selling get more 3.57 Strongly Agree

customers

5) Online live selling can attract customers 3.66 Strongly Agree

by means of the actual appearance of
the product and its description
 6) Online live selling literally triggered the 3.50 Strongly Agree
stimuli of the buyers to buy a product
through live selling
7) Facebook live selling is more efficient 3.50 Strongly Agree
marketing strategy in terms of sales

8) Sellers of online live selling get more 3.51 Strongly Agree

repeat buyers

9) Is Facebook live selling strategy is 3.50 Strongly Agree

recommended to use by the other
sellers
10) Facebook live Selling can be a new 3.74 Strongly Agree
Marketing strategy for other business

11) Online live sellers get more supplies 3.55 Strongly Agree
when they sell online.

12) Online live selling can trigger other 3.47 Strongly Agree
sellers to used it as a marketing
strategy
13) Facebook live selling is effective 3.52 Strongly Agree
strategy for new entrants

14) I will recommend it to others sellers 3.56 Strongly Agree

15) Are you satisfy as a seller in using 3.60 Strongly Agree

Facebook live for your business

Grand Mean 3.58

Strongly Agree

Scale:
1.0 – 1.24 (Strongly Disagree)
1.25 – 2.24 (Disagree)
2.25 – 3.24 (Agree)
3.35 – 4.0 (Strongly Agree)

This table shows the answers of the respondents in the survey questionnaires
prepared by the researchers as you can its show a positive outcome where all of the
respondents answer “Strongly Agree” and “Agree” to every questions. It also shows
that online live selling can be an effective strategy for business. Some of the
respondents also give their own thoughts about the study by writing comments and
suggestion about the research title.
 CHAPTER 4: Conclusion and Recommendations

In this chapter the researchers made a conclusion and recommendation and also
identified, if the hypotheses is subjected to be null or alternative in order for the
researcher to make a decision and accept wherever it falls. This area also is where the
statistical treatment of the study used.

Conclusion

Along the economy is continuously evolving and changing because of technology.

The researchers also found out that the Facebook live selling can be a good marketing
strategy for business in times like this. All the tabulations result in a good interpretation
about the research study. Researchers also made hypotheses and the result discussed
by presenting the table of hypotheses testing. The researcher also use of purposive
sampling guided by the online live sellers answers since they are the intended
respondents of this study. The statement of the problem number 1, 2, 3 and 4 are
answered by the used of inferential statistic which is the Pearson's R. Since the
questions are mix and it tackles different questions that are related to the statement of
the problem of the study. The results are stated below:

Table of critical value

Formula:

n Grand SD Alpha Critical Decision

Two – tailed- test
mean Value
-.514
100 3.58 0.02 0.05 .514 Reject Ho
-1.004
Other potential users – this study will help other potential users who have the same
problem too. Also it can help them to see the usage of Face book online live selling as a
new marketing strategy, and also how it will be beneficial to the business. This study
help s other users to find it more effective.

To the future researcher – This study will assist future researchers in learning more
about their studies that are linked to this research. Also, if they want to continue their
investigation, assist them in getting some ideas and expertise to back up what they've
said in this report. This will assist them in answering some of the study's questions. It
can assist students in using it as a guide for their study, particularly for study on this
issue.

Other potential users – As a developer of this study and, this want to offer a strategy that can
help them in times like this. This study will help other potential users who have the same
problem too. Also it can help them to see the usage of Face book online live selling as a new
marketing strategy, and also how it will be beneficial to the business. This study help s other
users to find it more effective.

To the future researcher – the researchers study will help them if ever they have a
similar research about it, or if they want to continue this study, it will help them to have a
basis and background to start with their own study related to online live selling and any
form of selling trough social media. This will help them to answer some questions
related in their study. It can help them to use it as a guide to their research especially for
those research related in this topic. Researcher will gladly appreciate the future
researcher if they continue this study in order to have a better understanding about the
usage of social media in terms of selling product.
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