Research Template

CITI Global College Santa Rosa
Francisco, A. Canicosa Avenue, Balibago, Santa Rosa City, Laguna
ACCOUNTANCY, BUSINESS AND MANAGEMENT
The Influence Of Social Media On Buying

Behaviors Of Selected Grade 12
STEM Students
A Thesis Presented to
In Partial Fulfillment of the Requirements for Business Marketing
Caballero, Darwin
Colos, Breanna
De Leon, Angel
Elizaga, Marilou Barraquio
Maglallan, Khimberlyn M.
Romero, John Rieman
December, 2023

Table of Contents:
Chapter I:The Problem and its Background
Introduction
Background of the Study
Statement of the Problem
Objectives of the Study
Theoretical Framework
Conceptual Framework
Conceptual Paradigm
Statement of Hypothesis
Scope and Limitations
Significance of the Study
Definition of Terms
Chapter II:Review of Related Literature
Review of Related Literature
Synthesis of the Study
Chapter III:Methodology
Research Design
Research Locale
Sources of Data

Population of the Study
Instrumentation and Validation
Data Gathering Procedure
Statistical Treatment of Data


Chapter I
THE PROBLEM AND ITS BACKGROUND
Introduction:
Today’s generation most of the young people particularly the students are
purchasing online. Social media marketing is what we thought we should pay attention to
because it is what young people often use today when shopping. Nowadays, social media
marketing is a powerful way for businesses of all sizes to reach the consumers. Social
media marketing is a form of digital marketing that can make a powerful tool if you want
to achieve your marketing and brand goals. With today's social media, things are more
convenient.
But it’s not just creating business, social media marketing requires an evolving
strategy with measurable goal. In social media marketing you can make a good impact to
your consumers by posting pictures, videos, and live videos that represent your brand.
Responding to comments, shares, and likes are can also make a good impact to your
buyers or consumers.
Having a good impact to your consumers can make a good impact to your social
media marketing. With such widespread usage and versatility, social media is one of the
most effective for marketing your business today. The bigger and more engaged your

audience is on social media networks, the easier it will be for you to achieve your
marketing goals.
This is what we chose to study because we want to know if it will bring something
good or bad to students who like or want to buy online. And the goal of this research is
for us students to know or let our fellow students know the effect of buying online.
Background of the Study
As stated by Yoganathen et al. (2020), The inception of Social Media Marketing
(SMM) is one of the mightily development in the history of commerce. This particular
technical revolution during the last decade has drastically revolutionized the traditional
marketing approaches and brought marketers to a new era. SMM puts consumers back to
the center of the business world and provides marketers a new set of tools to interact with
consumers and to integrate them into the brands through innovative ways. In essence,
marketers have to understand how the social media has influenced Consumer Buying
Decision Making (CBDM).Consumer behavior is an important aspect of marketing as it
assists marketers to devise strong and robust marketing strategies and techniques. For
instance, organizations launch new products or services, which are generally bought by
few customers in the initial phase and gradually, there is an increase in the users. Today,
organizations are employing social media technique in order to change consumer’s
behavior and to win their loyalty.


Nowadays social media becomes part of a person's life. Social media such as
Facebook, Twitter, Instagram or LinkIn has a numeral number of the user and keeps
growing every day. It is estimated that over 500 million people are interacting with social
media (Ostrow, 2010). The number of social media users growing has attracted
marketers. Marketers have recognized that social media marketing as an important part of
their marketing communication strategies. Also, social media helps organizations to
communicate with their customers.
Therefore this research attempts to explore the buying behaviors of selected grade
12 STEM students.
STATEMENT OF THE PROBLEM
The purpose of this study is to discover how Social media platforms being used as a
marketing tool by businesses affects the buying behaviors of selected Grade 12 Stem
Students. Also, this study aims to know how social media marketing influences students'
decision making on buying products.
1.) What social media platforms are primarily used by Grade 12 students?
1.1 Lazada

1.2 Shoppee
1.3 Tiktok
2.)What are the possible factors that affects the buying behavior of selected Grade 12
Stem Students?
3.) What does social media influence the consumer's buying behavior in terms of:
3.1 Brand
3.2 Quality
3.3 product
4.) What is the significant effect of social media on buying behaviors of selected Grade
12 Stem Students?
Objectives of the Study
This study aims to explore Grade-12 STEM student social media preferences,
content preferences and marketing strategies.
1.It examines the influence, trust , engagement, and impact on purchasing desicions. It

Also explores challenges and opportunities in reaching and retaining this audience.
2. The Study also evaluates the correlation between engagement and brand loyalty among
Grade 12 STEM students.
THEORETICAL FRAMEWORK
This study is anchored on the study of Marshall McLuhan (1995) developed a theory
called "media theory," which holds that media, not content, is what will alter civilization
and individual behavior. The real messages that individuals communicate with one
another through new media would not alter, in McLuhan's opinion. Our behavior will be
permanently altered by the regularity and interactivity of new communication patterns.
Because of this, the media's influence on culture frequently outweighs its actual content.
The increased use of technology has significantly altered how companies engage with
their clientele. Companies use social media to track and identify the needs, preferences,
purchasing habits, and dislikes of their target market before creating plans. This
illustrates how social media has become a very popular tool for marketing, especially in
the fields of communication, customer relationship management, and consumer contact
businesses' strategy and objectives for marketing. The cultural and human experience is
greatly shaped by the media.


Historically, tourism researchers have found that advice from friends and relatives is the
most frequently obtained and influential source of information used by consumers in their
travel decision making (Crotts 1999; Perdue 1993). The information communicated by
friends and relatives is construed to be more credible, honest, and trustworthy than that
generated from marketers, since the communicators are not compensated for the referral.
Advancements in the Internet and Web 2.0 technologies now allow consumers to access
personally meaningful critiques not only from friends and relatives but from strangers
(e.g. travel blogs, which continue to grow in popularity). As an illustration, TripAdvisor,
currently purports over 40 million reviews attracting over 50 million unique users each
month (Dépêches 2010). Asatryan and Oh (2008) applied Psychological Ownership
Theory in explaining why former guests are motivated to offer WOM feedbacks. On one
level, some customers develop feelings of connections with firms they are loyal to that
manifest into a sense of ownership, as evidenced by the ‘mine’, ‘my’, ‘our’ language they
use in their reviews. In such circumstances, one would assume that a loyal guest would
provide positive feedback to others, directing their negative feedback to management
(Mattila 2001).

COCEPTUAL FRAMEWORK
INPUT PROCESS OUTPUT
The purpose of this research is Data collection Project: making an

to determine the effect of through the educational article to
social media marketing to
administration of help Grade 12 STEM
Grade 12 STEM students. This
are the following questions. questionnaire. students to know
more about social
1.The social media platforms media marketing and
are primarily used to buying behaviors.
communicate with customers
with grade 12 STEM students
are.
1.1 Facebook
1.2. Instagram
1.3 Tiktok
2.The factors that may affect to

students using social media
marketing on purchasing
behaviors.
3.The social media marketing

strategies that may affect
purchasing behaviors of Grade
12 stem student
4.The significance effect of

social media marketing on
purchasing behaviors of grade
12 stem students.
FEEDBACK
CONCEPTUAL PARADIGM

The Influence of Social Media on the Buying Behaviors of a Selected of STEM
Students in Grade 12. The research method, where in researchers examine the impact of
social media on buying habits particular in STEM students in grade 12, is demonstrated
by the conceptual paradigm. The information that will be gathered will be gathered
through distributing the questionnaires. To determine the influence of social media on
buying habits, the responses to the questionnaire will be collected and examined.
STATEMENT OF HYPOTHESIS
The following null hypothesis and alternative hypothesis was tested in this study:
HO: There is no significant effect of social media marketing on buying behaviors
specially of Grade 12 Stem Students.
HA: There is a significant effect is helps people to collect information about
products and services. Customers can read reviews, compare prices, and learn about the
features and benefits of products and services on social networking sites.
SCOPE AND LIMITATIONS


This study focused on the impact of social media marketing on grade 12 stem students.
The study will be conducted at CITI GLOBAL COLLEGE Sta.Rosa Branch, focusing
specifically on students enrolled in the Academic Track, specifically the STEM (Science,
Technology, Engineering, and Mathematics) strand.
The researcher employs non – probability sampling, specifically convenience sampling.
By utilizing convenience sampling. In the sample we are selecting respondents in which
the members of the population do not have equal chance of being selected as samples.
SIGNIFICANCE OF THE STUDY
The result of this study will be of great help to the consumers of Grade 12 STEM
students, other buyers, sellers, and future researchers.
Consumers of Grade 12 STEM students :
This study will assist consumers of grade 12 stem students in understanding the true
impact of social media on their decision to buy products and/or services.
Seller:
This will enable the seller to present their company in a more effective manner. The

vendor intends to increase their use of social media for business as a result of this study.
Future Researchers:
This research will contribute to understanding the true impact of social media and how it
influences consumers' purchasing decisions
Other buyers:
This study will also assist other customers in understanding how social media influences
their purchasing behavior, in addition to grade 12 stem students.
DEFINITION OF TERMS
Anchored - a heavy object attached to a rope or chain and used to moor a vessel to the
sea bottom, typically one having a metal shank with a ring at one end for the rope and a
pair of curved and/or barbed flukes at the other.
Digital marketing - digital marketing is the component of marketing that uses the
Internet and online-based digital technologies such as desktop computers, mobile phones,
and other digital media and platforms to promote products and services. Its development
during the 1990s and 2000s changed the way brands and businesses use technology for
marketing.

Educational Article - the perfect educational article is the one that helps you understand
a new concept, and helps teach it to your readers as well. As such, it needs to start from
the fundamentals and gradually go into the more complex concepts. It also needs to be
practical and offer ways to take one’s learning further if they wish to.
Marketing Tool - marketing tools are tools that companies use to develop and promote
their products and services. In this context, the word ‘ tools ‘ refers to techniques,
strategies, and materials. The vast majority of businesses use several different marketing
tools, such as advertising, direct mail, and market research to boost their sales.
Media Theory - the theory explains how a media is influenced in propagating
information physically and psychologically. So it can be useful in comprehending about
various Medias and how each media can be beneficial in distributing information.
Organizations - the definition of organization refers to the act of putting things into a
logical order or the act of taking an efficient and orderly approach to tasks, or a group of
people who have formally come together. When you clean up your desk and file all of
your papers into logical spots, this is an example of organization.
Social Media Marketing - the power of SMM is driven by the unparalleled capacity
of social media in three core marketing areas: connection, interaction, and customer data.

Versatility - Versatility is a measure of how well you work with others, regardless of
your Style or their Style. Many years ago, Dr. David Merrill and Roger Reid, creators of
the SOCIAL STYLE Modem, determined that Versatility can be measured along four
dimensions: Image, Presentation, Competence and Feedback.
Chapter II:REVIEW OF RELATED LITERATURE
FOREIGN:

Social media marketing, according to Prasath et al. (2018), puts customers back at
the canter of the corporate world and gives marketers a new set of tools to engage with
customers and creatively integrate them into the businesses. To put it simply, marketers
need to know how social media has affected customer purchasing decisions. Compared to
traditional media, social media marketing focuses on expanding marketers' horizons to
promote a product or service, making it the modern form of marketing. Customer
happiness and behavior have grown in importance in recent years, helping any business
establish its place in the market and boost profitability. Organizations are using social
media as a tool for this.
Laith Tashtoush (2021) claims. Further research is necessary to fully comprehend
the impact of social media on marketing and customer purchasing behavior, as some
studies have examined. However, the purpose of this study is to investigate how social
media sites are used and how social media influences Jordanian customers' decisions to
purchase commercial banks. A sample of 200 customers participated in this study to learn
more about how they use social media and how that usage influences the products and
services they choose to purchase from banks. The results demonstrate that social media
has a 69% impact on consumer purchasing behavior. Additionally, 73% of consumers'
purchasing decisions are influenced by Facebook use, which is the most significant factor
influencing the relationship between social media and consumer buying behavior is

interactivity by 63%.
According to a research done in 2020 by Aleh Barysevich, a lot of purchases are
now made online, and the lockdown in 2020 contributed to a big increase in this amount.
Online retail is anticipated to expand rapidly as more people gain access to the internet
and tech businesses find new methods to incorporate the online world into the shopping
experience. Since social media is where consumers spend the majority of their online
time, it stands to reason that many consumer purchasing decisions are also made online.
Social media is used by 54% of users to investigate products, and 71% of users are more
likely to buy goods and services after seeing a recommendation on social media.
According to Yoong et al. (2019), the group influences consumers' intentions to buy
on social media platforms. As such, it explains how social media platforms facilitate peer
and group shopping, which is always associated with getting together with friends.
Shopping in physical settings; thus, social media influences the propensity of consumers
to buy through opinion influence from reference groups and leadership. Because
customers possess an innate desire to fit in, they frequently purchase what other
customers are purchasing.


As stated by Cheung et al. (2020), customers spend too much time on numerous
social media networks, such as Facebook, Instagram, Twitter, and Youtube. These
discussion boards assist users in finding up-to-date entertainment and instructional
content and talking to others about their experiences. Consumer behavior dynamics have
changed as a result of social media expediting the purchasing process for customers. The
customer purchasing process is a step-by-step procedure where customers go through
several purchasing processes.
LOCAL:
As stated by Wandera et al. (2016), Social media has a significant impact on
customers who are trying to spread the word about a specific product. When faced with
an issue, individuals look for a solution. Although there are many benefits to using these
platforms, like the ability to stay in touch with loved ones, learn new things, and engage
with people from all over the world, most of the time consumers are unsure of which
good or service would solve their concerns.
Consumers are more likely to purchase things online through referrals and
recommendations, claims Rob Fitzgerald (2018). Additionally, he said that young
consumers are impacted by social media and are more inclined to utilize it to research

items. He also discussed the implications of social media networking on customer
behavior and purchase decisions.
Leonor et al. (2022) state that social media and the internet have a significant
impact on Filipinos' lives. People use social media extensively in many facets of their
lives. As a result, the majority of companies offer their goods and services through
internet channels. These days, companies use a variety of marketing techniques to entice
customers to complete transactions. Before making a final selection, some Filipinos
typically assess possible purchases using a variety of online resources. Having said that,
Filipinos' shopping patterns are greatly influenced by what they see and hear, which in
turn affects their purchasing habits.
As stated by Jacinto et al. (2021), The rulers of markets are the consumers.
Consumers are essential to the operation of any business, and as technology advances,
they increasingly utilize social media to make a multitude of purchasing decisions. The
purpose of this study is to assess how social media marketing affects consumer
purchasing behavior, specifically among residents of Panabo City who primarily utilize
social media platforms to make purchases of goods and services. The study combines
correlational and regression approaches in a nonexperimental quantitative research
strategy. The 399 respondents were found using Slovin's formula and convenience
sampling.
Andre John et al. (2022) assert that advertisements are essential for conveying
information and persuading consumers to buy products or services. This study looks into
how commercials affect rural families in Laur, Nueva Ecija, the Philippines, when
making FMCG purchases. It seeks to ascertain how rural families view advertising and
what elements need to be taken into account to create a particular advertisement that
appeals to them. The study will employ a quantitative methodology, and data collection
methods will include random sampling and descriptive correlational research. Businesses
will benefit from this study's understanding of how commercials impact the behaviour of
rural consumers. To interact and build rapport with rural clients, these companies will
update and synchronized their marketing collateral.
SYNTHESIS
Since social media is where consumers spend the majority of their online time, it stands
to reason that many consumer purchasing decisions are also made online. (Aleh
Barysevich, 2020). The group influences consumers intentions to buy on social media
platforms. As such, it explains how social media platforms facilitate peer and group
shopping. (Yoong and Lian, 2019). Customers spend too much time on numerous social
media networks, such as Facebook, Instagram, Twitter, and Youtube. (Cheung et al.,
2020). Social media is a huge influence on consumers when they are attempting to build

awareness about a particular product. (Wandera et al., 2016). Consumers are most likely
to buy products online through recommendations and referrals. (Rob Fitzgerald, 2018).
Further research is necessary to fully comprehend the impact of social media on
marketing and customer purchasing behaviour, as some studies have examined. (Laith
Tashtoush, 2021). Puts customers back at the center of the corporate world and gives
marketers a new set of tools to engage with customers and creatively integrate them into
the businesses. (Prasath et al., 2018). State that social media and the internet have a
significant impact on Filipinos' lives. (Leonor et al., 2022). The rulers of markets are the
consumers. Consumers are essential to the operation of any business, and as technology
advances. (Jacinto et al., 2021). Assert that advertisements are essential for conveying
information and persuading consumers to buy products or services. (John et al., 2022).
Chapter III:METHODOLOGY

This study used non-experimental research methods to analyze how social media
influence the purchasing decisions of a selected STEM students in grade 12. The study's
main objective is to observe and characterize the existing relationship between this
demographics purchasing habits and the effect of social media.
RESEARCH DESIGN
This study employs a descriptive approach, focusing on the systematic and detailed
observation and description of the influence of social media on buying behaviors of
selected grade 12 STEM students. Descriptive research typically a methods that describes
the characteristics of the population or phenomenon studied.
RESEARCH LOCALE
This study will be conducted in interviewed to guide the Grade-12 Stem Student. The
researchers also gathered and respondents in CITI GLOBAL COLLEGE will give the
researcher the needed information and develop will be conducted in the first semester.
SOURCE OF DATA

The study had two sources of data. Primary and secondary data. The primary sources
of data is collected by researchers themselves and the data is gathered through
questionnaire survey. Secondary sources of data are the data collected, complied or
written by other researchers eg. books, journals and articles. Any reference must be
acknowledge.
POPULATION OF THE STUDY
The population of this research study is from Grade 12 STEM 1, 2 and 3 Students
enrolled in CITI GLOBAL COLLEGE Sta. Rosa City Laguna in the academic year 2023-
2024. The population of this study is grade 12 STEM 1 that has 42 students, STEM 2 that
has 46 students and STEM 3 that has 47 students with the total of 135 students from
grade 12 STEM students . However, the respondents are limited only to thirty (30) Grade
12 Stem Students in CITI GLOBAL COLLEGE Sta. Rosa City Laguna.
INSTRUMENTATION
The instrument used to collect data is the survey questionnaires. The questionnaires is a
set of clear questions that a Grade 12 STEM Students needs to be properly prepared to
answer to gather data and information, to get the appropriate data needed, the researchers
will have questionnaires. The first will ask for the profile was made by the researcher, it
will determine the name, sex, and their age.


The items, questions, and statements for the research instruments were created entirely by
the researchers. There are enough things to collect data on to cover all elements of the
and answer all of the particular questions posed in the problem statement.
DATA GATHERING PROCEDURE
The research was conducted at CITI GLOBAL COLLEGE Santa Rosa Campus in
the academic year 2023. The researcher dedicated a significant amount of time and effort
to undertake this study, aiming to simplify the understanding and insights in the chosen
topic. Before gathering the data the researcher prepared. The researchers worked together
to create surveys that would be useful to their intended responders. The researcher send
the letter of request to undertake the study was written. The researchers will validate the
research report with administrators and teachers.
And the researchers will conduct a survey and deliver questionnaires to
respondents after confirming the research report . This study's researchers collected data
through a face-to-face survey questionnaire. The researchers define specific terms for the
responders so that they can answer the questionnaire correctly. The survey was designed
utilizing appropriate questions derived from related research topics developed by the
researchers.

After to accommodate all the respondents, the results of the retrieved copies of the
questionnaire tabulated. Then, the data were analyze and interpreted through the use of
the most appropriate statistical procedure.
STATISTICAL TREATMENT OF DATA
The obtained data will be examined statistically to measure the Influence of Social Media
on Buying Behaviors. The following statistical procedures will be used:
1. Likert Scale: We will use a quality likert scale “Helpful”, and “Not helpful”.

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CITI Global College Santa Rosa

Francisco, A. Canicosa Avenue, Balibago, Santa Rosa City, Laguna

ACCOUNTANCY, BUSINESS AND MANAGEMENT

The Influence Of Social Media On Buying

In Partial Fulfillment of the Requirements for Business Marketing

Elizaga, Marilou Barraquio

Romero, John Rieman

ACCOUNTANCY, BUSINESS AND MANAGEMENT

Chapter I:The Problem and its Background

Background of the Study

Statement of the Problem

Objectives of the Study

Scope and Limitations

Significance of the Study

Chapter II:Review of Related Literature

Review of Related Literature

Synthesis of the Study

ACCOUNTANCY, BUSINESS AND MANAGEMENT

Instrumentation and Validation

Data Gathering Procedure

Statistical Treatment of Data

ACCOUNTANCY, BUSINESS AND MANAGEMENT

THE PROBLEM AND ITS BACKGROUND

ACCOUNTANCY, BUSINESS AND MANAGEMENT

Background of the Study

As stated by Yoganathen et al. (2020), The inception of Social Media Marketing

Decision Making (CBDM).Consumer behavior is an important aspect of marketing as it

organizations are employing social media technique in order to change consumer’s

behavior and to win their loyalty.

ACCOUNTANCY, BUSINESS AND MANAGEMENT

their marketing communication strategies. Also, social media helps organizations to

communicate with their customers.

STATEMENT OF THE PROBLEM

decision making on buying products.

ACCOUNTANCY, BUSINESS AND MANAGEMENT

Objectives of the Study

content preferences and marketing strategies.

ACCOUNTANCY, BUSINESS AND MANAGEMENT

Grade 12 STEM students.

permanently altered by the regularity and interactivity of new communication patterns.

the fields of communication, customer relationship management, and consumer contact

greatly shaped by the media.

ACCOUNTANCY, BUSINESS AND MANAGEMENT

(e.g. travel blogs, which continue to grow in popularity). As an illustration, TripAdvisor,

month (Dépêches 2010). Asatryan and Oh (2008) applied Psychological Ownership

provide positive feedback to others, directing their negative feedback to management

ACCOUNTANCY, BUSINESS AND MANAGEMENT

INPUT PROCESS OUTPUT

The purpose of this research is Data collection Project: making an

2.The factors that may affect to

3.The social media marketing

4.The significance effect of

ACCOUNTANCY, BUSINESS AND MANAGEMENT

through distributing the questionnaires. To determine the influence of social media on

HO: There is no significant effect of social media marketing on buying behaviors

specially of Grade 12 Stem Students.

HA: There is a significant effect is helps people to collect information about

features and benefits of products and services on social networking sites.

SCOPE AND LIMITATIONS