IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER’S BUYING

BEHAVIOR

A Research Proposal Presented to the ABM Faculty of

SAN JOSE LITEX SENIOR HIGH SCHOOL

Rodriguez, Rizal

In Completion of the Requirements for

INQUIRIES, INVESTIGATION, AND IMMERSION

BOBOYO, Jennifer

DIONISIO, Zyra Mae

LENCIANO, Bea Marie

MONTICINO, Jayr

SALAZAR, Gail Anne

SANTOS, Danreb Joser

VIERNES, John Kenneth

VILLAVER, Angelica

RESEARCHERS – ABM 12 INVESTMENT

ROSARIO ROXANNE P. RADA

Research Adviser

Second Semester
SY 2023-2024
 2

TABLE OF CONTENTS

Chapter 1 THE PROBLEM AND ITS BACKGROUND

Background of the Study .................................................................. 2
Statement of the Problem ............................................................... 10
Research Hypothesis ..................................................................... 11
Theoretical Framework ................................................................... 11
Conceptual Framework .................................................................. 13
Scope and Delimitation .................................................................. 14
Significance of the Study ................................................................ 14
Definition of Terms ......................................................................... 15

Chapter 2 REVIEW OF RELATED LITERATURE AND STUDIES

Foreign Literature ........................................................................... 17
Local Literature............................................................................... 18
Foreign Studies .............................................................................. 19
Local Studies .................................................................................. 20
Synthesis........................................................................................ 20

Chapter 3 RESEARCH METHODOLOGY

Research Design ............................................................................ 22
Population, Sample, and Sampling Technique ............................... 22
Data Gathering Procedure ............................................................. 23
Research Instrument ...................................................................... 23
Statistical Treatment ....................................................................... 24

CHAPTER 4 PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

CHAPTER 5 SUMMARY OF FINDINGS, CONCLUSION, RECOMMENDATION

Summary of Findings ..................................................................... 35
Conclusion...................................................................................... 36
Recommendation ........................................................................... 38
APPENDICES
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Acknowledgement

The researchers would like to express their gratitude to those who helped

during the process of the research.

First, the researchers would like to thank the Almighty God for His guidance

and blessing them with wisdom, knowledge, and perseverance that they can use

throughout the study.

The researchers would also like to thank their parents for their support and

guidance, morally and financially, as well as providing the necessary tools that allow

the researchers to conduct the study.

The researchers would like to express their gratitude to those who contributed

to the study in any way, especially the respondents. Their willingness to cooperate as

well as contributing time in the said study is highly appreciated by the researchers.

Lastly, the researchers would like to thank Mrs. Rosario Roxanne P. Rada for

her guidance and assistance from start to finish. The researchers can’t thank Mrs. Rosario

Roxanne P. Rada enough for her dedicated time to guide the researchers.
 4

Dedication

The parents of researchers who have provided unwavering support and unending

inspiration during the study are the recipients of this research paper's dedication. They are

the ones who supply the resources required to create this study. By helping the researcher

finish the study, it also pays tribute to the teachers who were behind in facilitating this

research. This study is also dedicated to the school that provided the researchers with the

tools, training, and collaboration to construct it. We look up to and devote this entire study to

our All-Powerful God, who has bestowed upon us the courage, insight, judgment, protection,

and perseverance necessary to complete this research.

 5

Abstract

In today's technology-driven world, social media marketing has become an

avenue where business owners can extend their marketing campaigns to a wider

range of consumers. This is especially true for companies striving to gain a

competitive advantage. With this background, this study aims to determine the impact

of social media marketing on consumer's buying behavior. Specifically, the study

sought to answer the profile of the respondents in terms of sex, weekly allowance,

and the frequency of the respondents using social media per day; the effectiveness of

social media marketing in terms of entertainment, interaction, and trendiness; what

factors can highly influence consumer's buying behavior in terms of feedbacks, brand

image, and influencer advertisement; and Is there a significant relationship between

social media marketing and buying behavior of the respondents. The study utilized the

descriptive-correlation design of which certain variables were related to determine if

significant relationship occurs. A sample size of 216 Grade 12 students from San Jose

Litex Senior High School was selected using Slovin's formula, with a 95% confidence

level and 5% error margin, using a simple random sampling technique. The majority

of respondents were female, with 131 (60.65%), and the minority were male (85).

Nearly half had a weekly allowance of Php 100-250, while the majority were between

PHP 401 and PHP 600. This shows that most of the respondents were likely to be

from a financially stable family. Out of 216 respondents, 33.80% use social media for

3-4 hours daily, with 31.02% using above 6 hours, 26.85% using 5-6 hours, and

8.333% using it for 1-2 hours daily. The table suggests that the respondents are highly

engaged with social media and spend a significant amount of time on it every day. It
 6

was revealed that social media marketing is effective in terms of entertainment

(M=3.09), interaction (M=3.15), and trendiness (M=3.17) of the respondents towards

these factors seen in social media. It also reveals that there are factors that can highly

influence the buying behavior of the respondents in terms of feedbacks (M=3.44),

brand image (M=3.40), influencer advertisement (M=3.07). The P-value of this study

is 0 which is less that the significant level (alpha) 0.05 and it shows that there is a

significant relationship between social media marketing and respondent’s buying

behavior. Companies should adapt social media as part of their marketing tool due to

its effectiveness. The researchers recommends that future research may make farther

research to widen this topic so that the entrepreneurs will become knowledgeable on

their marketing strategies.

 Chapter 1

THE PROBLEM AND ITS BACKGROUND

This chapter presents the introduction, statement of the problem, research

hypothesis, theoretical framework, conceptual framework, scope and delimitation,

significance of the study, and the definition of terms.

Background of the Study

In this competitive world that we live in, where there are myriad of products and

means of advertisement, business owners seek innovative ways to reach customers

and new strategies to generate income. In the past couple of years, mass media—

including television, newspaper, and radio, were amongst the fundamental elements

of marketing strategies. Nowadays, these conventional methods are becoming less

used approach to sell products due to the advent of technology and widespread use

of social media. Shah (2021) asserted that the increasing focus on social media

shaped the state-of-the-art advertising and shifted the way companies interact with

their target groups.

Social media marketing is a form of digital marketing that uses social media

platforms, such as Facebook, Twitter, Instagram, YouTube, and others, to create and

share content, engage with the target audience, and achieve marketing objectives.

(Social Media Marketing (SMM): What It Is, How It Works, Pros and Cons, 2023).

Furthermore, it is referred to as the process of empowering individuals to promote

their services or products through different social media channels to attract a larger
 9

amount of people that may not have been available via the traditional way of

advertising (Shah, 2021).

On the other hand, consumer buying behavior refers to the actions taken (both

on and offline) by consumers before buying a product or service. This process may

include consulting search engines, engaging with social media posts, or a variety of

other actions. (Team, 2020). There are different processes involved in the consumer

behavior. Many factors, specificities, and characteristics influence the individual in

what he is and the consumer, in his decision-making process, shopping habits,

purchasing behavior, the brands he buys or the retailers he goes. A purchase decision

is the result of each and every one of these factors (Ramya, 2016).

According to Mu (2023), social media marketing positively influences consumer

purchasing intention by enhancing brand awareness, creating appealing content,

providing social evidence, word-of-mouth, personalized marketing, and offering

convenient purchasing channels. In relation, good website quality, trust, situational

variables, and variety seeking, influence customers to purchase products impulsively,

attracting them without pre-planning or requiring pre-planned purchases (Bansal et

al., 2018).

Consumer consumption habits have shifted because social media provides

new methods for finding, recommending, and purchasing goods, and services.

Therefore, it is essential to understand how social media marketing impacts the

consumer buying behavior of different segments of customers and how businesses

can tailor their social media marketing strategies to meet the needs and preferences
 10

of their target market (Radu, 2023). However, there is a scarcity of research on the

impact of social media marketing on consumer buying behavior among students who

are a large and important segment of consumers in the Philippines. Many students

are active users of social media, and they have different needs, preferences, and

motivations than other consumers.

This study focused on the ABM students’ perception towards the impact of

social media marketing on their buying behavior. Moreover, it will also examine their

frequency of exposure to social media marketing and the relationship between the

respondents’ exposure to social media marketing and their buying behavior. Data that

will be gathered in the study will be of substantial addition to the existing body of

knowledge on social media marketing and consumers’ buying behavior.

Statement of the Problem

The study aims to quantitatively investigate the impact of social media

marketing on ABM students’ in SJLSHS buying behavior.

Specifically, the research sought the following questions:

1. What is the demographic profile of the respondents in terms of:

1.1 Sex;

1.2 Weekly Allowance; and

1.3 Frequency on using social media

2. What is the impact of social media marketing as perceived by the respondents

in terms of:

2.1 Entertainment;
 11

2.2 Interaction; and

2.3 Trendiness

3. Which factors highly influence consumer’s buying behavior in terms of:

3.1 Feedbacks;

3.2 Brand Image; and

3.3 Influencer Advertisement

4. Is there a significant relationship between social media marketing and buying

behavior of the respondents?

Research Hypothesis

HO1: There is no significant relationship between social media marketing and buying

behavior of the respondents?

Theoretical Framework

The following are the theories that establish the foundation of this study:

According to Chaffey's theory, monitoring and promoting customer connection,

involvement, and sharing via digital media to foster positive engagement with a firm

and its brands, resulting in financial value. Interactions may take place on a company

website, social networks, or other third-party websites. Social media marketing is an

important aspect of online marketing that involves how to conduct consumer

conversations on a website or Facebook/Tumblr/Twitter. This can also be

accomplished through a forum or blog.

 12

Online networking marketing is an important type of computerized advertising

that incorporates enabling customer correspondences on an organization's own

website or social media presences such as Facebook or Twitter, as well as web

journals and debates. It can be combined to a traditional communication channel; for

example, businesses can use Facebook or Twitter to convey messages to clients or

partners who have chosen it. Regardless, in order to get the benefits of online

networking, one must first engage in client talks.

In "A Theory of Buyer Behavior," Howard and Sheth (1969) present a

comprehensive framework exploring the relationship of psychological and sociological

factors in consumer decision-making. The theory emphasizes motivation, perception,

and learning as key components influencing buying behavior.

Motivation, both internal and external, plays a pivotal role in shaping consumer

choices (Howard & Sheth, 1969). Understanding motivational factors is crucial for

comprehending why consumers choose specific products or services. Perception,

which is the interpretation of products amidst marketing stimuli, is also emphasized,

providing ideas on how individuals perceive brands.

Likewise, learning, encompassing cognitive processes and direct experiences,

influences consumer preferences and behaviors over time (Howard & Sheth, 1969).

This learning process is tied with marketing strategies, highlighting the theory's

relevance in understanding consumer behavior.

 13

Applying Howard and Sheth's theory involves mapping its concepts to real-

world scenarios, illustrating how motivational, perceptual, and learning factors

manifest in observed consumer decisions. Aligning the theory with the study's

dependent variable, establishes a solid foundation for the research’s endeavors. It

serves as a framework for understanding the complexities of consumer buying

behavior.

Chaffey’s Theory
Impact of Social
Media Marketing on
Consumer’s
Buying Behavior
Theory of Buyer
Behavior

Figure 1. Theoretical Framework

Conceptual Framework

Independent Variable Dependent Variable

Social media marketing Consumer’s buying

behavior

Figure 2. Conceptual Framework

This conceptual framework shows the independent and dependent variables of

the study. The first box shows the independent variable of the study which is the

impact of social media marketing on consumer’s buying behavior. While the second

box shows the dependent variable of the study which is consumer’s buying behavior.
 14

The arrow in between represents the relationship between the independent and

dependent variable of the study.

Scope and Delimitation

The study focused on identifying students’ perception towards the impact of

social media marketing to the buying behavior of the respondents. The research was

conducted to find out how frequently ABM students are exposed to social media

marketing and to determine if there is a significant relationship between exposure to

social media marketing and buying behavior of the respondents. The respondents of

the study will be the Grade 12 students from Accountancy and Business Management

(ABM) strand. Consequently, the study will be conducted in San Jose-Litex Senior

High School for the School Year 2023-2024.

Significance of the Study

The result of this research can provide knowledge and awareness on how

social media marketing affects consumers impulsive purchasing behavior. Also, this

research can give a wide perspective on the factors affecting their purchase behavior

and give prior knowledge in this topic.

Entrepreneurs. The result of this research can improve entrepreneurs

marketing strategies in selling also this research can help them to come up with new

ideas in terms of advertising.

 15

Online Consumers. The result of this research can help online consumers not

to be easily influenced by social media marketing also this research can give them an

awareness on online scammers.

Future Researchers. The result of this research can help the future

researchers by using this as a reference for a bigger research problem or topic.

Definition of Terms

To facilitate understanding of this study, different terms were defined:

Consumers’ buying behavior refers to the actions taken (both on and offline)

by consumers before buying a product or service (Team, 2020). It also serves as the

dependent variable of this study.

Online networking marketing refers to a type of computerized advertising that

convey messages from the businesses to its clients or partners.

Purchase decision is the result attributed to various factors, specificities, and

characteristics that influence an individual in his decision-making process and

shopping habits like the brands he buys or the retailers he goes.

Social media marketing refers to a form of digital marketing that uses social

media platforms, such as Facebook, Twitter, Instagram, YouTube, and others, to

create and share content, engage with the target audience, and achieve marketing

objectives. It also serves as the independent variable of this study. It also serves as

the independent variable of this study.

 16

Target audience was used to refer to the particular customers whom

marketers direct their attention to sell products. Sellers often make personalized ads

to gain the interest of their target consumers and encourage customer connection

through customer-brand engagement.

 Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents various related information that researchers regarded

valuable and useful for conducting research on the impact of social media marketing

on consumer buying behavior.

Foreign Literature

According to Varghese and Agrawal (2021), buying process of consumers

complex purchases that's emphasizing how the process is being influenced by the use

of social media. Social media has given new ways to gain and share information on

the products as well the services. Social media marketing is the contemporary style

of marketing as it concentrates on opening new horizons for marketers in order to

promote a product or services as compared to conventional media (Perumal &

Yoganathen, 2018). Thus, social media has completely changed the businesses

marketing strategy. Social media becomes a great feedback source enabling to

communicate with the company and connect consumers, so they share their

experiences, knowledge, and opinions (Oumayma, 2020).

Khokhar, Qureshi, Murtaza, and Kazi (2019), posits that social media

influences a customer's life cycle, providing relevant information and influencing their

decisions through personalized ads and feedback from friends. It helps customers

navigate awareness, engagement, action, loyalty, and advocacy stages. Accordingly,

Cheung, Pires, Leung, and Ting (2021), discovered that the importance of social

media marketing (SMM) activities in strengthening consumers’ intention for value co-
 18

creation and consumer-brand engagement (CBE) is limited. The data were gathered

from a survey of 392 smartphone users in China and Hong Kong. They found out that

effective SMM strategies lead to the strengthening of value co-creation, CBE,

repurchase intention and ongoing search behavior. The findings also enrich the

marketing literature by showing that value co-creation acts as an antecedent of CBE,

driving consumers’ behavioural intention, reflected by on-going search behaviour and

repurchase intention.

Local Literature

In a study conducted by Calleja, Baluyan, and Babon (2019), they determined

whether social media is an effective tool in the marketing activities of selected

businesses. The study makes use of the descriptive correlational design to assess

which certain variables were related to determine if a significant relationship occurs.

Respondents of the study are 100 conveniently selected social media consumers in

Pasay City who were 15 years old and above. The respondents usually spend 1 to 3

hours two times a day socializing mostly with Facebook, Twitter, and Instagram of

which Lazada is the brand where they are commonly exposed to as ads in the social

media.

Social media marketing significantly influences consumer buying behavior

wherein consumers are influenced by process factors and external stimuli brought by

social media marketing (Jacinto, Pintado, Ibañez, Dagohoy, & Buladaco, 2021).

However, consumers in the digital age are quite selective while making a purchase.
 19

As such, brand owners need to focus on the timing and consistency of posts to grow

a social media audience (Sumague & Briones, 2022).

The study of Dalangin, Mc Arthur, Salvador, and Bismonte (2021), aims to

determine the consumers' perception of advertising efficacy of social media

influencers regarding their purchase intention. The respondent assessment implies

that an influencer who establishes most of their honesty and trustworthy can change

consumers behavior and purchase intention.

Foreign Studies

According to Chen, Lu, Wang, and Pan (2019), the desire to make an impulsive

purchase is controlled by two factors: the recommender's affective trustworthiness

and the recommender's affection for the product, both of which are impacted by

signals related to the recommender (vicarious expression and aesthetic appeal) and

the product (information quality and similarity). While for Shah (2021), hedonic

motivation in social media marketing increases impulsive buying. Good website quality

attracts customers, while trust encourages pre-planned purchases. Situational

variables and variety seeking also influence impulsive purchases.

Additionally, Autio (2020), investigated the connection between social media

and consumer purchasing behavior. They found that the use of social media

influencers is a valuable part of marketing strategy because they reach social media

users of all ages. Consumers expect to use social media as a tool and find infinite

volume of information in the blink of an eye.

 20

Local Studies

Research conducted by Cordero, Rañada, Postolero, and Lichauco (2022),

attempts to gather data regarding the students' buying behavior and monthly

expenses to identify the usefulness, effects, and accessibility of students who use

social media platforms by 267 1st Year Bachelor of Science in Accountancy’s students

of FEU. The results indicated that 108 people (40.4 percent), said social media

significantly impacted their monthly spending. It also showed the causal relationship

between social media and online shopping platforms is successful due to three

factors: "It is convenient" (183 replies), "It saves time and effort" (171 responses), and

"It is always available" (126 responses).

Meanwhile, Francisco et al. (2023), examines consumer purchasing behavior

in Quezon City, focusing on the impact of social media marketing. The study revealed

that 70% of respondents expressed confidence in making purchases online through

social media platforms, citing convenience and accessibility. Lastly, the findings

showed that there is a statistically significant positive relationship between social

media marketing and consumer buying behavior in Quezon, City (p < 0.05).

Synthesis

Social media marketing is the modern way of marketing as it concentrates on

opening new horizons for marketers promote a product (Perumal & Yoganathen,

2018). However, the importance of social media marketing activities in strengthening

consumers’ intention for value co-creation and consumer-brand engagement is limited

(Cheung, Pires, Leung, & Ting, 2021). That is why, it is important for brand owners to
 21

focus on the timing and consistency of posts to grow a social media audience

(Sumague & Briones, 2022).

Autio (2020), found that the use of social media influencers is a valuable part

of marketing strategy because they reach social media users of all ages.

Consequently, those influencers who establishes most of their honesty and

trustworthy can change consumers behavior and purchase intention (Dalangin, Mc

Arthur, Salvador, & Bismonte, 2021). This is related to the study of Shah (2021), which

indicates that trust encourages pre-planned purchases. This suggests that the more

an individual sees their favorite influencers promote a product, the more they are likely

to purchase it.

As stated from the abovementioned literatures and studies, brand owners and

online marketers should understand the importance of social media to encourage the

buying behaviors of the consumers. Consequently, it is crucial for both the marketers

and consumers to find out how different factors such as brand image, price fairness,

social signals, and product quality influence (both positively and negatively) the

decision-making process.
 Chapter 3

RESEARCH METHODOLOGY

This chapter presents the research design, population, sample, and sampling

technique, research instrument, data gathering procedure, and the statistical

treatment of data that was used in the study.

Research Design

A quantitative research data analysis uses a descriptive-correlational research

design in order to assess the relationship and impacts of the independent variable to

the dependent variable. Through the use of data gathering tools such as survey

questionnaires in paper is very useful in gathering the information that will be needed

by the researchers. Also, the researchers believe that surveys are the best instrument

for collecting their quantitative data because a survey can be useful in knowing the

opinions, behavior, etc. of someone by proposing specific questions.

Population, Sample, and Sampling Technique

The participants of this research will be Grade 12 students from Accountancy

Business and Management (ABM) strand in San Jose Litex Senior High School.

Accordingly, from the population size (N=669), the ideal sample size (n=216) was

drawn using Slovin’s formula with a confidence level of 95% and an acceptable error

margin of 5%. The participants will be selected using a simple random sampling

technique where all students have a chance to be chosen to answer the questionnaire.
 23

Data Gathering Procedure

In this research, we gather our data using questionnaire. Before we conduct a

face-to-face survey, we ask permission to our school heads through a formal letter.

We ask some of the students of Accountancy, Business and Management (ABM)

Strand of San Jose-Litex Senior High School to answer our survey by checking the

rate of their agreement in the statement given on our survey from strongly agree (4)

to strongly disagree (1). In face-to-face survey, we hand our questionnaire to our

respondents in their classroom with the permission given by our school heads and

their teacher in their class.

Research Instrument

The researchers will collect information through the use of survey

questionnaires that contain close-ended questions that will be answered by the

respondents. They chose it to gather the answers from the respondents to find out

how online marketing strategies affect the decision-making process of students.

The researchers firmly believe that a close-ended survey questionnaire is the

most effective tool for achieving the research objectives and for a quick process in

determining how related is social media marketing to consumer buying behavior.

 24

Statistical Treatment

The collected data will undergo arduous statistical analysis to derive

meaningful insights. The statistical tools used in this study were the following:

 Frequency and Percentage – It will be used to describe the number of the

respondents in terms of demographic profile.

 Mean – It will be used in measuring the level of social media marketing and

consumer buying behavior of senior high school students.

 Pearson Product-Moment Correlation – It will be used to determine the

significant relationship between social media marketing and consumer buying

behavior.

Scale Range Interpretation

4 3.25 – 4.00 Strongly Agree

3 2.50 – 3.25 Agree

2 1.75 – 2.50 Disagree

1 1.00 – 1.75 Strongly Disagree

 CHAPTER 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter shows the result of the study, analysis, and interpretation of

data that concerned the Impact of Social Media Marketing on Consumers’ Buying

Behavior.

1. Demographic Profile of the Respondents

Table 1.1

Frequency in Percentage Distribution of Respondents by Sex

Sex Frequency Percent

Male 85 39.35%

Female 131 60.65%

Total 216 100%

Table 1.1 shows the distribution of respondents by sex. The table reveals that

the majority of the respondents were female, with 131, or 60.65%, and the minority

were male, with 85, or 39.35%. This data shows that females were more likely to

participate in the study than males.

 26

Table 1.2

Frequency in Percentage Distribution of Respondents by Weekly Allowance

Weekly
Frequency Percent
Allowance

100 – 250 100 46.30%

251 – 400 32 14.81%

401 – 600 56 25.93%

601 and
28 12.96%
above

Total 216 100%

Table 1.2 shows the distribution of respondents by weekly allowance using

frequency and percentage. Almost half of the respondents have a Php 100–250

weekly allowance (f = 100,46.30%). Fifty-six of the respondents were between

PHP 401 and PHP 600 (25.93%). There are thirty-two respondents under 251-

400 (14.81%). Lastly, twenty-eight respondents have 601 and above weekly

allowances (12.96%). This shows that most of the respondents were likely to be

from a financially stable family. This data coincides with the estimate of a study

held at the PHINMA-University of Pangasinan that students usually get a Php

150 to 250 daily allowance (computed at three times a week of classes for 18

weeks of two semesters).

 27

Table 1.3

Frequency in Percentage Distribution of Respondents by Frequency on Using Social

Media (per day)

Frequency on Using
Frequency Percent
Social Media (per day)
1 – 2 hours 18 8.33%

3 – 4 hours 73 33.80%

5 – 6 hours 58 26.85%

Above 6 hours 67 31.02%

Total 216 100%

The table 3 shows the Distribution of Respondents by Frequency on Using

Social Media (per day). Out of 216 respondents, most of them (33.80%) use social

media for 3-4 hours daily. The second most common frequency is above 6 hours,

with 31.02% of the respondents. The third most common frequency is 5-6 hours,

with 26.85% of the respondents. Only a few respondents (8.33%) use social media

for 1-2 hours per day. The table suggests that the respondents are highly engaged

with social media and spend a significant amount of time on it every day. Based on

global statistics, Generation Z spends an average of 3 hours per day on social

media. In the Philippines, a survey conducted by Statista found that Filipinos spend

nearly 4 hours per day on social media, which is the highest among the countries

surveyed. These findings indicate that individuals, especially younger generations

and Filipinos, dedicate a significant amount of time to using social media platforms.
 28

Table 2.1

The Weighted Mean of the Impact of Social Media Marketing on Consumers’

Buying Behavior in terms of Entertainment

Verbal
2.1 Entertainment Mean
Interpretation
1. The promotional content for products on
3.24 Agree
social media increases my interest in them.
2. User-generated content related to
3.13 Agree
entertainment makes social media marketing
engaging for me.
3. I enjoy watching advertisements from my
2.92 Agree
favorite entertainers on social media
platforms.
Average Weighted Mean 3.09 Agree

Table 2.1 shows the majority of respondents by mean on questions 1 to 3.

Out of a 3.09 average weighted mean, most of them agree with question number

1 (3.34). The second most common mean is (3.13), in question number 2. Only a

few respondents (2.92) agreed to question number 3. The table suggests that the

respondents highly agreed with entertainment from questions 1 to 3. This data

agrees to the study of Zamzuri, et. al, (2018), that explores the influence of

entertainment, informational, web annoyance, and self-efficacy on individuals'

intention to use online shopping. Drawing from 217 young executives, it found that

self-efficacy, informational gratification, and entertainment gratification are the

main factors influencing consumers' online shopping intentions.

 29

Table 2.2

The Weighted Mean of the Impact of Social Media Marketing on Consumers’

Buying Behavior in terms of Interaction

Verbal
2.2 Interaction Mean
Interpretation
1. I can interact well with the seller. 2.88 Agree
2. I prefer to buy product if they provide
3.24 Agree
immediate response on the Inquiries.
3. I tend to buy product if they provide Strongly
3.34
tracking for the delivery of the product. Agree
Average Weighted Mean 3.15 Agree

Table 2.2 shows the mean and verbal interpretation in terms of Interaction.

The first statement got a mean of 2.88 (Agree). A mean of 3.24 or Agree where

computed in the statement 2. Lastly a mean of 3.24 (Agree) on the statement 3.

This shows that the average weighted mean under the interaction are 3.15 or an

verbal interpretation of Agree. This data entails to a study conducted by Zhang,

(2024) indicates that social interaction has significant informational and normative

influences on consumer trust. However, informational influence affects consumer

trust more in service contexts, whereas normative influence affects trust more in

product contexts. Moreover, the results of the study show that the valence of

comments (i.e., positive or negative) does not significantly impact how

informational influence and normative influence affect consumer trust in the online

group-buying context.
 30

Table 2.3

The Weighted Mean of the Impact of Social Media Marketing on Consumers’

Buying Behavior in terms of Trendiness

Verbal
2.3 Trendiness Mean
Interpretation
1. I get intrigued by the trending products due
3.10 Agree
to social media marketing.
2. I am more attracted to buy a product if they
2.99 Agree
are trending.
3. The social media marketing makes me Strongly
3.41
easily discover a product. Agree
Average Weighted Mean 3.17 Agree

Table 2.3 shows how can trendiness affect the consumers buying behavior

by showing us the mean and its verbal interpretation, under the trendiness, there

are statements; "I get intrigued by the trending products due to social media

marketing." Which got a mean of 3.10 (Agree). "I am more attracted to buy a product

if they are trending" which got a mean of 2.99 (Agree). And lastly, "The social media

marketing makes me easily discover a product." Which got a mean of 3.41 (strongly

agree). The Average Weighted Mean of this the questions are 3.17 (Agree). As

shown in the table, most of the respondents answered in the last question "The

social media marketing makes me easily discover a product" This (strongly

agrees). The average weighted mean of these three statements is 3.17 (Agree)

which shows that social media marketing significantly influences consumer buying

behavior wherein consumers are influenced by process factors and external stimuli

brought by social media marketing (Jacinto, Pintado, Ibañez, Dagohoy, & Buladaco,

2021)
 31

Table 3.1

The Weighted Mean of the Impact of Social Media Marketing on Consumers’

Buying Behavior in terms of Feedbacks

Verbal
3.1 Feedbacks Mean
Interpretation
Strongly
1. I read the feedback before buying the product. 3.73
Agree
2. I trust the recommendation given by social
2.99 Agree
media users.
Strongly
3. I check the ratings before buying the product. 3.60
Agree
Strongly
Average Weighted Mean 3.44
Agree

Table 3.1 shows how can feedback affect the consumers buying behavior

by showing us the mean and its verbal interpretation. Under the feedbacks, there

are statements; "I read the feedback before buying the product." which got a mean

of 3.73 (Strongly Agree). "I trust the recommendation given by social media

users." which got a mean of 2.99 (Agree). Lastly, "I check the ratings before

buying the product." which got a mean of 3.60 (Strongly Agree). The average

weighted mean of these three statements is 3.44 (Strongly Agree) which implies

that the social media is a great feedback source and a channel of communication

for consumers, company, and other consumers according to Oumayma, 2020

 32

Table 3.2

The Weighted Mean of the Impact of Social Media Marketing on Consumers’

Buying Behavior in terms of Brand Image

Verbal
3.2 Brand Image Mean
Interpretation
Strongly
1. I buy product if the brand had a positive 3.58
Agree
image.
2. I give more trust to the brand if they have Strongly
3.45
good image. Agree
3. I prefer to buy items from branded products. 3.17 Agree
Strongly
Average Weighted Mean 3.40
Agree

Table 3.2 deals with a study on consumer behavior towards branded

products. The table shows that respondents are highly likely to buy a product if

the brand has a positive image, as indicated by a mean of 3.58. They also express

high trust in brands with a good image, with an average mean of 3.45. Although

there is still agreement that respondents prefer branded products, the consensus

is slightly lower, with a mean of 3.17. The table provided shows that the

respondents have a positive attitude towards brand image, with strong agreement

on the influence of a positive brand image on their purchasing decisions with the

average weighted mean of 3.40, which falls under "Strongly Agree," indicates that

overall, the respondents place significant importance on brand image when

making purchases. According to the result of the study of Palaniswamy, N., &

Duraiswamy, M. (2023), brand image has a positively correlated to consumers

buying decision
 33

Table 3.3

The Weighted Mean of the Impact of Social Media Marketing on Consumers’

Buying Behavior in terms of Influencer Advertisement

Verbal
3.3 Influencer Advertisement Mean
Interpretation
1. I am more interested in a product if it is
2.29 Disagree
endorsed by popular celebrities.
2. I buy product if it was advertised by a
3.11 Agree
trusted influencer.
3. Authenticity of advertisement influence my
3.19 Agree
buying behavior.
Average Weighted Mean 3.07 Agree

As shown in Table 3.3, the consumers are not interested in a product if it

is endorsed by a popular celebrity, with a mean of 2.29 (disagree). On the other

hand, they buy product if it was advertised by a trusted influencer, with a mean of

3.11 (agree). The consumers also agree that the authenticity of advertisement

influence their buying behavior, with a mean of 3.19 (agree). The average

weighted mean of influencer advertisement is 3.07 (agree) which implies that

influencers can positively influence buying behavior of the consumers based on

Satpathy et. al., 2022. However, some respondents disagree about the

endorsement of popular celebrities. According to the study, consumers identify

more with influencers than celebrities, feel more similar to influencers than

celebrities, and trust influencers more than celebrities. In terms of advertising

effectiveness, similarity, wishful identification, and trust mediate the relationship

between type of endorser and advertising effectiveness.

 34

Table 4.1

Test of Relationship between the Impact of Social Media Marketing on

Consumers’ Buying Behavior

(r) r² P-value Covariance Sample size (n) Statistic

0.5751 0.3308 0 0.07904 216 10.2845

The result from Table 4.1, the result of Pearson correlation coefficient (r) 0.5751

shows that there is significant relationship between social media marketing and buying

behavior of the respondents. This data is being backed up of the other data that has

been gathered in this study showing how impactful the social media marketing can

affect the buying behavior of the respondents. Therefore, the researchers reject the

null hypothesis, and according to Khokhar, Qureshi, Murtaza, & Kazi (2019), social

media influences a consumers life cycle, providing relevant information and

influencing their decision. The findings show that using social media marketing can

positively impact the consumers buying behavior. The study has prove that properly

usage of social media marketing has an impact on consumers buying behavior, which

come to the conclusion of rejecting the null hypothesis

 CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSION, RECOMMENDATION

This chapter presents the summary of findings, conclusions, and

recommendations of the study.

SUMMARY OF FINDINGS

1. The majority of the respondents were female, with a frequency of 131 or

60.65%, and the minority was male, with a frequency of 85, or 39.35%.

2. One hundred, or 46.30% have a weekly allowance of PHP 100 to 250;

56, or 25.94% have a weekly allowance of PHP 401 to 600; 32, or 14.81,

have a weekly allowance of PHP 251 to 400; and 28, or 12.96%, reported

a weekly allowance of PHP 601 and above.

3. Out of two hundred and sixteen respondents, 73, or 33.80% use social

media for 3 to 4 hours daily; 67 or 31.02% were above 6 hours; 58, or

26.85%, were 5-6 hours; and 18, or 8.33%, use social media for 1-2

hours.

4. Entertainment: The average weighted mean was 3.09 and a verbal

interpretation of Agree.

5. Interaction: The average weighted mean was 3.15 and a verbal

interpretation of Agree.

6. Trendiness: The average weighted mean was 3.17 and a verbal

interpretation of Agree.
 36

7. Feedbacks: The average weighted mean was 3.44 and a verbal

interpretation of Strongly Agree.

8. Brand Image: The average weighted mean was 3.40 and a verbal

interpretation of Strongly Agree.

9. Influencer Advertisement: The average weighted mean was 3.07 and

a verbal interpretation of Agree.

10. The P-value of this study is 0 while the significant level (alpha) is 0.05

leading the researchers to reject the null hypothesis.

CONCLUSION

1. Based on the given data on Table 1.1, female respondents got the

highest percentage of 60.65%. Therefore, the researchers conclude that

females are more engage to participate in the study than male

respondents. Then, based on the given data on Table 1.2, 100-250

weekly allowance got the highest percentage of 46.30%. Therefore, the

researchers conclude that most of the respondents received amount of

allowance that are enough for their needs and financially stable. Lastly,

based on the given data on Table 1.3, 3-4 hours usage of social media

per day got the highest percentage of 33.80%. Therefore, the

researchers conclude that have enough time to engaged and spend a

significant time in using social media.

 37

2. Based on the given data on Table 2.1, “The promotional content for

products on social media increases my interest in them” got the highest

mean of 3.24 and a verbal interpretation of Agree. Therefore, the

researchers conclude that the respondents are more entertained on a

product that are being promoted on social media and increases their

interest on it. Then, based on the given data on Table 2.2, “I tend to buy

product if they provide tracking for the delivery of the product” got the

highest mean of 3.34 and a verbal interpretation of Strongly Agree.

Therefore, the researchers conclude that the respondents are most likely

to buy products if they can track its location when being delivered. Lastly,

based on the given data on Table 2.3, “The social media marketing

makes me easily discover a product” got the highest mean of 3.41 and a

verbal interpretation of Strongly Agree. Therefore, the researchers

conclude that social media helps respondents to discover products in a

very easy way.

3. Based on the given data on Table 3.1, “I read the feedback before buying

the product” got the highest mean of 3.73 and a verbal interpretation of

Strongly Agree. Therefore, the researchers conclude that feedbacks can

highly influence the buying behavior of the respondents.

4. Based on the given data on Table 4.1, there is a significant relationship

between social media marketing and respondents buying behavior.

Therefore, the researchers conclude that they reject the null hypothesis.
 38

RECOMMENDATION

1. Entrepreneurs may improve their marketing strategy using social media

to engage with their target audience and achieve their marketing

objectives. Additionally, in order to gain their customers' trust, they should

also offer an indicator for the whereabouts of their products. Lastly, by

actively interacting or listening to their clients, entrepreneurs can get

positive feedback that will pique others to purchase their products.

2. Online consumers may exercise greater caution when choosing items

that are advertised on social media and be more mindful of what they are

buying.

3. Future research may make farther research to widen this topic so that the

entrepreneurs will become knowledgeable on their marketing strategies.

4. Online consumers may use social media to discover products in

convenient and easy way.

5. The researchers suggest that influencers need to prioritize authenticity

actively engaging with their audience that may impact consumers buying

behavior.

6. The researchers suggest that business owners produce good quality

products and connect to influencers with good image that may affects

consumers buying behavior.

 APPENDICES

Survey Questionnaire Form

IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER’S BUYING

BEHAVIOR
Survey Questionnaire

Name (optional): Date:

Directions: Put a check mark inside the box, if the answers correspond to your profile.
1. Student’s Demographic Profile
1.1 SEX:
☐ Male
☐ Female
1.2 WEEKLY ALLOWANCE:
☐ 100 – 200 ☐500 – 600
☐ 300 – 400 ☐601 and above
1.3 FREQUENCY ON USING SOCIAL MEDIA
☐ 1 – 2 Hours ☐5 – 6 Hours
☐ 3 – 4 Hours ☐6 hours and above

Directions: Kindly evaluate, and provide your honest response to the inquiries for this
research survey. Refer to the legend written below as a guide while answering the
questions. Check the appropriate box of your response. (Mangyaring suriin, at ibigay
ang iyong tapat na tugon sa mga katanungan para sa sarbey na ito ng pananaliksik.
Sumangguni sa direksyon na nakasulat sa ibaba bilang gabay habang sinasagot ang
mga katanungan. Lagyan ng tsek ang naaangkop na kahon ng iyong tugon.)

Scale Range Verbal Interpretation

4 3.25 – 4.00 Strongly Agree (SA)

3 2.50 – 3.25 Agree (A)
2 1.75 – 2.50 Disagree (D)
1 1.00 – 1.75 Strongly Disagree (SD)
2.1 Entertainment

Questions 4 3 2 1
The promotional content for products on
social media increases my interest in
them.
User-generated content related to
entertainment makes social media
marketing engaging for me.
I enjoy watching advertisements from my
favorite entertainers on social media
platforms.

2.2 Interaction

Questions 4 3 2 1
I can interact well with the seller.
I prefer to buy product if they provide
immediate response on the inquiries.
I tend to buy product if they provide
tracking for the delivery of the product.

2.3 Trendiness

Questions 4 3 2 1
I get intrigued by the trending products
due to social media marketing
I am more attracted to buy a product if
they are trending.
The social media marketing makes me
easily discover a product.
3.1 Feedback’s

Questions 4 3 2 1
I read the feedback before buying the
product.
I trust the recommendation given by social
media users.
I check the ratings before buying the
product.

3.2 Brand Image

Questions 4 3 2 1
I buy product if the brand had a positive
image.
I give more trust to the brand if they have
good image.
I prefer to buy items from branded
products.

3.3 Influencer Advertisement

Questions 4 3 2 1
I am more interested in a product if it is
endorsed by popular celebrities.
I buy product if it was advertised by a
trusted influencer.
Authenticity of advertisement influence
my buying behavior.
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 Curriculum Vitae

Name: Gail Anne R. Salazar

Address: Blk 34 Lot 16 Tagumpay Housing, San Jose,
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Email: gailannesalazar14@gmail.com
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Father’s Name : Gerardo R. Salazar

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Elementary: Tagumpay Elementary School (2012 – 2018)

Junior High School: Tagumpay National High School (2018 – 2022)

Senior High School: San Jose Litex Senior High School (2022 – Present)
Name: Zyra Mae O. Dionisio
Address: Blk 32 Lot 25 Charm Relocation, San
Jose, Montalban Rizal
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Elementary: AmityVille Elementary School (2012 – 2018)

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Senior High School: San Jose Litex Senior High School (2022 – Present)
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Place of Birth : LJBR Health Center Lupang Pangako Payatas B, QC.

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Elementary: San Jose Elementary School (2010 – 2015)

Junior High School: Tambo National High School (2016 – 2017)

San Jose Nation High school (2018 – 2020)

Senior High School: San Jose Litex Senior High School (2022 – Present)
Name: John Kenneth M. Viernes
Address: Blk 4 Lot 27, Mt.Isarog St., Amityville, San
Jose, Montalban Rizal
Email: viernesthetensai@gmail.com
Mobile Number: 09306602121

i. PERSONAL PROFILE

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Mother’s Name : Jennifer Viernes

ii. EDUCATIONAL ATTAINMENT

Elementary: Bignay Elementary School (2010 – 2013)

Amityville Elementary School (2013 – 2016)

Junior High School: Imus National High School (2016 – 2017)

Tagumpay National High School (2017 – 2020)

Senior High School: San Jose Litex Senior High School (2022 – Present)
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