Advisers

Ms. Shirley Sablayan

Discipline

Business administration

Abstract

In today's digital age, schools use social media to reach prospective students. St. Mary's College Inc., Quezon City, promotes its programs and achievements through Facebook, helping students and parents explore senior high school options. However, there is limited research on how Facebook advertising influences Grade 11 enrollment decisions. Thus, this study evaluates its impact on new students' enrollment choices. The study uses a qualitative phenomenological approach to explore how social media marketing influences Grade 11 students' enrollment decisions. In-depth interviews are conducted, transcribed, and analyzed to identify common themes and shared experiences. Open-ended interview questions with probing follow-ups are used to gather detailed responses. Participants are new Grade 11 students selected based on specific criteria. The study involves five Grade 11 students from different strands: ABM, HUMSS, STEM, and GAS. Three are female, and two are male. Purposive sampling is used to identify eligible new Grade 11 students for School Year 2025-2026. A random spin-the-wheel tool selects five participants to reduce bias. Validated interview guides are used, and consent forms are distributed before interviews. Interviews are conducted onsite or online, recorded, and transcribed for analysis. The study ensures informed consent, confidentiality, and voluntary participation. Parental consent for minors and secure data storage are also observed to protect participants. Five students from St. Mary's College Inc., Quezon City, were interviewed. Most frequently used Facebook and first learned about the school through its location and recommendations from family and friends. After being recommended, they viewed the school’s Facebook posts, which influenced their decision to enroll by showcasing its culture, academic programs, and achievements. The study found that Facebook ads, family and friend recommendations, and practical factors such as tuition and location influenced Grade 11 students to enroll at St. Mary's College Inc., Quezon City. While social media created awareness and positive impressions, scholarships, affordability, and program availability were more decisive. This suggested that schools should combine online marketing with word-of-mouth and accessible programs to attract students effectively.

Keywords

social media, facebook advertising, new student enrollment, enrollment decision, online marketing