Santiago City – Social media marketing has proven to be more effective than conventional advertising in reaching audiences, engaging stakeholders, and disseminating information within educational institutions. The findings were published by Ma. Fatima Johara A. Claravall from Northeastern College, Inc. Graduate School and Celso C. Dumalig from the Department of Education, Philippines, in the International Journal of Scientific Multidisciplinary Research in July 2026. The study found that social media marketing consistently received higher effectiveness ratings than conventional advertising across all measured indicators, making it a more powerful communication strategy for schools.
The rapid advancement of information and communication technology has transformed the way educational institutions interact with students, teachers, parents, and the wider community. While schools traditionally relied on posters, tarpaulins, brochures, bulletin boards, and face-to-face announcements to communicate important information, they are now increasingly utilizing social media platforms such as Facebook, YouTube, and other digital channels. These platforms enable institutions to distribute information quickly, interact directly with stakeholders, and expand the reach of school programs more efficiently than ever before.
Despite the growing popularity of digital communication, conventional advertising continues to serve an important purpose, particularly for communities with limited internet connectivity or low digital literacy. Previous studies have suggested that combining traditional media with digital platforms can help educational institutions communicate more effectively with diverse audiences. Motivated by this need, the researchers conducted a comparative study to determine which communication strategy is perceived to be more effective within the School Division of Isabela in the Philippines.
The study employed a descriptive-comparative research design involving 50 purposively selected respondents, including teachers, students, school personnel, and parents who had direct experience with both communication approaches. Data were collected using an expert-validated questionnaire and analyzed through descriptive statistics and a paired sample t-test to compare the effectiveness of Social Media Marketing (SMM) and Conventional Advertising (CA).
The respondent profile showed that most participants were younger than 35 years old, with 56% female and 44% male respondents. Teachers represented the largest stakeholder group, followed by students, school personnel, and parents. This diverse representation allowed the researchers to capture perspectives from the primary groups involved in educational communication and institutional promotion.
In terms of reach, Social Media Marketing achieved substantially higher ratings than Conventional Advertising. Approximately 70% of respondents rated the reach of social media as high or very high. The mean score for Social Media Marketing reached 3.98, compared with only 3.20 for Conventional Advertising. These findings indicate that respondents believe social media distributes school information more rapidly and reaches broader audiences than traditional communication channels. The comparative tables on pages 8 and 13 further illustrate this clear advantage.
A similar pattern emerged regarding accessibility. About 70% of respondents considered Social Media Marketing highly accessible, although some participants still reported challenges related to internet connectivity and digital resources. The average accessibility score for Social Media Marketing was 3.94, significantly higher than the 3.10 recorded for Conventional Advertising. These findings suggest that digital platforms make school information easier to obtain regardless of time or location, while highlighting the need to improve internet access for underserved communities.
The greatest difference between the two communication strategies appeared in stakeholder engagement. Approximately 72% of respondents rated Social Media Marketing as having high or very high engagement because it enables interactive features such as comments, likes, shares, and real-time conversations. The average engagement score reached 4.02, whereas Conventional Advertising received only 3.05. Traditional advertising, while useful for delivering information, was generally viewed as a one-way communication channel that generates considerably less audience interaction.
Overall, 74% of respondents considered Social Media Marketing an effective communication and promotional strategy for educational institutions. Its overall mean effectiveness score reached 3.98, compared with 3.14 for Conventional Advertising. The summary comparison presented on page 15 demonstrates that Social Media Marketing outperformed Conventional Advertising in every evaluation category, including reach, accessibility, engagement, and overall effectiveness.
Nevertheless, the researchers emphasize that Conventional Advertising should not be abandoned entirely. Traditional communication tools such as posters, brochures, banners, and bulletin boards continue to play an essential role in building trust and reaching stakeholders who have limited access to digital technology. Rather than replacing conventional advertising, educational institutions are encouraged to integrate both approaches to ensure inclusive and comprehensive communication with all members of the school community.
According to Ma. Fatima Johara A. Claravall and Celso C. Dumalig, educational institutions should prioritize Social Media Marketing as their primary communication strategy because it is faster, more accessible, more interactive, and more effective in engaging stakeholders. However, conventional advertising should continue to complement digital communication, particularly for individuals with limited internet access. A balanced, integrated communication strategy is expected to create a more inclusive, efficient, and sustainable system for disseminating educational information.
Author Profile
Ma. Fatima Johara A. Claravall – Northeastern College, Inc. Graduate School, Santiago City, Philippines
Celso C. Dumalig – Department of Education, Philippines
Research Source
Article Title: Social Media Marketing vs. Conventional Advertising
Journal: International Journal of Scientific Multidisciplinary Research (IJSMR), Vol. 4, No. 7, 2026
DOI: https://doi.org/10.55927/ijsmr.v4i7.104
Journal Link: https://journalijsmr.my.id/index.php/ijsmr
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