Published November 12, 2025 | Version v1
Journal article Open

Data-Driven Marketing: Exploring the Educational Impact of Facebook Analytics to Marketing Students

Authors/Creators

  • 1. Eulogio "Amang" Rodriguez Institute of Science and Technology

Description

Abstract.

This study investigates how Facebook Analytics enhances the analytical, ethical, and strategic competencies of marketing students at Eulogio "Amang" Rodriguez Institute of Science and Technology (EARIST). Using a descriptive cross-sectional survey of 175 participants, the study assessed students' awareness, utilization, and perceived learning outcomes of Facebook Analytics. Results revealed that students are highly aware and competent in applying data-driven marketing concepts, particularly in professional branding, privacy, and campaign integration. A significant positive relationship was found between students' awareness and their proficiency in data interpretation and marketing application. The study concludes that integrating Facebook Analytics into marketing curricula strengthens digital literacy, ethical responsibility, and analytical reasoning, aligning educational outcomes with industry demands in the digital economy.

Files

Data-Driven Marketing- Exploring the Educational Impact of Facebook Analytics to Marketing Students.pdf

Files (4.8 MB)

Additional details

References

  • Aiolfi, S., Bellini, S., & Pellegrini, D. (2021). Data-driven digital advertising: Benefits and risks of online behavioral advertising. International Journal of Retail & Distribution Management, 49(7), 1089–1110. https://doi.org/10.1108/IJRDM-10-2020-0410
  • Alano, J. A., Albarando, T. R., Narca, C. M., & Tabora, D. G. S. (2022). The Effectiveness of Facebook Social Media Marketing on Filipino College Students' Preferences. Journal of Undergraduate Research in Business Administration, 1(2).
  • Aquino, R. D. G., Castillo, S. C., & Honrado, M. P. (2024). Teacher's work values: A key to enhancing work engagement. Asian Multidisciplinary Research Journal of Economy and Learning, 1(3), 1–8. https://doi.org/10.70471/sqr7c008
  • Aquino, R. D. G., & Gapasin, W. O. (2023). Parental monitoring intervention measures for distance learning modalities. International Journal of Scientific Research and Management, 11(1), 2691–2698. https://doi.org/10.18535/ijsrm/v11i01.el01
  • Aquino, R. D. G., & Gapasin, W. O. (2025). Fostering quality education through classroom dynamics: Their impact on school climate and student engagement. International Journal of Advanced Multidisciplinary Studies, 5(10). https://www.ijams-bbp.net/wp-content/uploads/2025/11/10-IJAMS-OCTOBER-2025-49-73.pdf
  • Aquino, R. de G., Pasahol, J. V. S. L., & Gapasin, W. O. (2025). Promoting sustainable entrepreneurial competencies: A strategic business implementation approach for BS entrepreneurship students. Veredas Do Direito, 22(2), e3206. https://doi.org/10.18623/rvd.v22.n2.3206
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy and implementation. Pearson Education.
  • Fazel, H., & Sayaf, A. (2025). Social media integration in marketing education: A way forward to improve engagement and learning outcomes. Computers in Human Behavior Reports, 17, 100595. https://doi.org/10.1016/j.chbr.2025.100595
  • Grewal, D., Guha, A., Beccacece Satornino, C., & Becker, M. (2024). The future of marketing and marketing education. Journal of Marketing Education, 47(1), 61–77. https://doi.org/10.1177/02734753241269838
  • Homburg, C., & Wielgos, D. M. (2022). The value relevance of digital marketing capabilities to firm performance. Journal of the Academy of Marketing Science, 50, 666–688. https://doi.org/10.1007/s11747-022-00858-7
  • Horani, O. M., Al-Adwan, A. S., Al-Rahmi, W. M., & Alkhalifah, A. (2025). Enabling innovation with big data analytics capabilities: The moderating role of organizational learning culture. Data Science and Management. https://doi.org/10.1016/j.dsm.2025.06.006
  • Kumar, V., Dixit, A., Javalgi, R. G., & Dass, M. (2021). Digital Transformation and AI Adoption in Marketing and Sales: Opportunities and Challenges. Industrial Marketing Management, 95, 48–60. https://doi.org/10.1016/j.indmarman.2021.03.008
  • Liang, Z., Du, J., & Hua, Y. (2025). The impact of digital marketing capability on firm performance: Empirical evidence from Chinese listed manufacturing firms. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 236. https://doi.org/10.3390/jtaer20030236
  • Li, F., Larimo, J., & Leonidou, L. C. (2022). Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus. Psychology & Marketing. https://doi.org/10.1002/mar.21746
  • Mishnick, N., & Wise, D. (2024). Social media engagement: An analysis of the impact of social media campaigns on Facebook, Instagram, and LinkedIn. International Journal of Technology in Education (IJTE), 7(3), 535–549. https://doi.org/10.46328/ijte.699
  • Owan, V. J., Obla, M. E., Asuquo, M. E., Owan, M. V., Okenjom, G. P., Undie, S. B., Ogar, J. O., & Udeh, K. V. (2023). Students' awareness, willingness, and utilisation of Facebook for research data collection: Multigroup analysis with age and gender as control variables. Journal of Pedagogical Research, 7(4), 369–399. https://doi.org/10.33902/JPR.202322235
  • Parker, J. M., James, K. W., Leggett, B. R., & Al-Shammari, M. (2023). The First 25 Years of Digital Marketing Education Research: A Thematic Exploration and an Agenda for Future Inquiry. Journal of Marketing Education, 46(3), 240–257. https://doi.org/10.1177/02734753231212212
  • Pawar, S. K. (2024). Social media in higher education marketing: A systematic literature review and research agenda. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2423059
  • Ruita, A. G., Colete, J. C., Magpili, J., Uao, A. J., Jala, J. V. M., Oco, D. D., Tumaroy, C. P., & Lopina, G. C. S. (2025). The effectiveness of Facebook as a digital marketing tool for online student sellers. International Journal of Social Science and Human Research, 8(2). https://doi.org/10.47191/ijsshr/v8-i2-09
  • Sivakumar, A., Jayasingh, S., & Shaik, S. (2023). Social media influence on students' knowledge sharing and learning: An empirical study. Education Sciences, 13(7), 745. https://doi.org/10.3390/educsci13070745
  • Taiminen, K., & Ranaweera, C. (2019). Fostering brand engagement and value-laden, trusted B2B relationships through digital content marketing: The role of the brand's helpfulness. European Journal of Marketing, 53(9), 1759–1781. https://doi.org/10.1108/EJM-10-2017-0794
  • Tsai, Y. C. (2024). Empowering students through active learning in educational big data analytics. Smart Learning Environments, 11, 14. https://doi.org/10.1186/s40561-024-00300-1
  • Verma, A. (2025). Analytics and Data-driven Marketing. In Marketing in a Digital World: Strategies, Evolution and Global Impact (Vol. 1, p. 252). Bentham Science Publisher. https://doi.org/10.2174/9789815305456125010012
  • Vesterinen, M., Mero, J., & Skippari, M. (2024). Big data analytics capability, marketing agility, and firm performance: A conceptual framework. Journal of Marketing Theory and Practice, 33(2), 310–330. https://doi.org/10.1080/10696679.2024.2322600
  • Vuorikari, R., Kluzer, S., & Punie, Y. (2022). DigComp 2.2: The Digital Competence Framework for Citizens – With new examples of knowledge, skills, and attitudes. Publications Office of the European Union. https://data.europa.eu/doi/10.2760/115376
  • Wajid, A., Awan, M. J., Ferooz, F., Shoukat, S., Anwar, M., & Mazhar, M. (2021). Facebook Marketing Analytics. International Conference on Innovative Computing (ICIC), 1–7. https://doi.org/10.1109/ICIC53490.2021.9693023
  • Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121. https://doi.org/10.1509/jm.15.0413
  • Ye, C., Kim, Y., & Cho, Y.-N. (2023). Digital marketing and analytics education: A systematic review. Journal of Marketing Education, 46(1), 32–44. https://doi.org/10.1177/02734753231166414