Social Media Marketing vs. Conventional Advertising
DOI:
https://doi.org/10.55927/ijsmr.v4i7.104Keywords:
Social media marketing, conventional advertising, educational communicationAbstract
This study compared the perceived effectiveness of Social Media Marketing (SMM) and Conventional Advertising (CA) among 50 purposively selected stakeholders (teachers, students, school personnel, and parents) in the School Division of Isabela using a descriptive-comparative research design. Data were gathered through a researcher-made questionnaire measuring reach, accessibility, engagement, and overall effectiveness. Findings revealed that SMM consistently outperformed CA across all indicators, with mean scores of 3.98 vs. 3.20 for reach, 3.94 vs. 3.10 for accessibility, 4.02 vs. 3.05 for engagement, and 3.98 vs. 3.14 for overall effectiveness. The results indicate that respondents perceived social media marketing as significantly more effective in promoting school programs and disseminating information. The study recommends prioritizing SMM while maintaining conventional advertising to ensure inclusive communication for stakeholders with limited digital access.
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