The Impact of Social Media Advertising on Consumer Preferences for Online

Product Purchases of ABM Students in AICS - Montalban

A Research Paper Presented to the

ASIAN INSTITUTE OF COMPUTER STUDIES

Rodriguez, Rizal

In Partial Fulfillment of the Requirements in

Practical Research 2 / Research Project for ABM

CABUSAS, RACHEL

DAQUIADO, LEI

GARCIA, ENA

GITO, ARLYNE JOY

JUANILLO, GRACE

LISTANA, JUNIE

Researchers

Grade 12 - ABM

MS. ANGELICA RAMIREZ RICO

Research Instructor

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 CERTIFICATE OF ENDORSEMENT AND APPROVAL

This research entitled THE IMPACT OF SOCIAL MEDIA ADVERTISING ON

CONSUMER ON PREFERENCES FOR ONLINE PRODUCT PURCHASES OF ABM STUDENTS
IN AICS MONTALBAN

Prepared and submitted by:

ARLYNE JOY GITO

ENA GARCIA

GRACE JUANILLO

JUNIE LISTANA

LEI DAQUIADO

RACHEL CABUSAS

has been examined and recommended for acceptance and approval.

MRS. ANGELICA RICO

Adviser
_____________________________________________________________________________________

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 APPROVAL SHEET

Approved by the PANEL OF EXAMINERS FOR ORAL EXAMINATION

MRS. ANGELICA RICO

Adviser

_________________________
Panelist

Accepted and approved in partial fulfillment of the requirements for the Course of

Accountancy, Business and Management

PAUL BRIGGS D. FRAMIL ALBERT P. GUEVARA

Branch Administrator Area Manager

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 ABSTRACT

This study aimed to develop a deeper understanding on how Social Media Advertising affects the

consumer’s purchasing behavior. This quantitative research aims to determine how many students of AICS

Montalban are influenced by the social media advertising and how it affects their purchasing intentions and

behavior. The researchers conducted a research on the internet and collection of data.

Keywords: Social media, purchasing behavior, consumer, advertising

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 ACKNOWLEDGEMENT

This research paper could have not been possible without the help and participation of the members of

Group 6. Their contributions to this research study is acknowledged and sincerely appreciated. And to those

people who help us and give us comfort and inspiration, we thank you all. Above all, To Our Heavenly

Father, who has given us victory and help us throughout the research, we Thank You.

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 DEDICATIONS

We are dedicating this Research Study to our parents, teachers, and To Heavenly Father. To our teachers

who shared their words of advice to us and enlightened us students. To our parents who supports us and give

us comfort when going through the hard times. To Heavenly Father Who help us get through the hardships

that we encounter while making the study, and the center of our strength and inspiration to finish this

research.

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 TABLE OF CONTENTS

Title Page ….………...……………………………………………………………………………………………. I.

Approval Sheet ……………...…………………………… ..……………………………………. ………………… II.

Abstract ……………...……………………………………………………………………………………………… III.

Acknowledgement ……………...…………………………………………………………………………………… IV

Dedications ……………...…………………………………………………………..………………………………V

CHAPTER I. INTRODUCTION……………………………..……………………………………..……………..1

Background of the Study……………………...………….1

Statement of the Problem…………………..…...………...2

Theoretical Framework……………….………………..…3

Conceptual Framework…………………….……….…….8

Significance of the Study……………………..….…….…9

Scope and Limitation…………………………….…..……10

List of Figures

Local Figure 1: Social Commerce Environment. …………. 3

Local Figure 2: Buying Behavior on the Internet..…….……4

Foreign Figure 1: Consumers’ Behavior..……..….………... 5

Foreign Figure 2: Purchasing Decision..…………………….5

Foreign Figure 3: Social Media Advertising..….. …………..6

Foreign Figure 4: Factors Affecting Consumers’ Behavior....7

Foreign Figure 5: Purchasing Information Content..….….….7

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 CHAPTER II. REVIEWS OF RELATED LITERATURE AND STUDIES……………………….…..11

Foreign Literature……………………………………………11

Local Literature………………………………………………14

Foreign Studies……………………………………………….17

Local Studies………………………………………………….21

Synthesis of the Reviewed Literature and Studies……………24

CHAPTER III. RESEARCH DESIGN AND METHODOLOGY…………………………….…..…………….26

Method of Research………………………………………..…26

Research Design………………………………………………27

Respondents / Participants of the Study………………………27

Research Instruments…………………………………………28

Questionnaire…………………………………………………29

References……………………………………………………………………………………………………………...30

Definition of Terms……………………………………………………………………………………………………32

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 CHAPTER I

INTRODUCTION

During the pandemic outbreak, Filipinos began to appreciate the value of online buying. This led to the use of

two well-known online shops which are Shopee and Lazada, and the use of local e-wallets programs which are GCash

and PayMaya. In order to buy goods and services, the government introduced a new technique of purchasing online.

The goal is to allow consumers to directly buy goods or services from a seller over the Internet using a web browser or

a mobile app during the pandemic. It may be seen on different social media platforms. Promoting products online is

good since many people uses gadgets, internet, and social media nowadays.

BACKGROUND OF THE STUDY

Television and print advertising were used to advertise products. However, with the development of digital

technology, the use of advertising through social media evolved, which helped attract people and create a positive

perception of the product or service. Utilizing the internet, social media, mobile apps, and other digital communication

has become part of this generation. The use of technology has permeated the daily lives of billions of people. For

illustration, about 87% of adults and teenagers use the internet, and some of them use it to purchase products they have

seen because of the advertisements they see on different social media platforms.

There was an application that has been used before that contains random videos, and it is named TikTok. It is an

application where viewers can watch different video contents. As the day goes by, TikTok has now become a

platform where different people or even companies promote their products to the viewers. TikTok has millions of

downloads, and the whole world knows about this application and a very useful application for today's generation.

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 Social media advertising has produced more engaging online environment for brand recognition and business

promotion. Several businesses use social media platforms to target clients and build profitable relationships.

Customers' purchasing decisions are proven to be persuasively influenced by the strategic use of social media

networks in advertising. Customers are more likely to utilize social media to evaluate a product's quality and peer

evaluations to determine the product's credibility than to rely on traditional advertising methods.

Social media and the internet have significantly impacted Filipinos' daily lives. People spend a lot of time on

social media. Consequently, most businesses or organizations expand their product lines and services offered on online

channels. Nowadays, everyone is involved in online purchasing behavior. Small business owners use social media as a

platform to accelerate expansion because it is one of the most powerful tools available (e.g., Facebook, TikTok,

Instagram, Twitter). Typically, all small businesses use social media for exposure and advertising (Shabbir et al.,

2016). This study is principally concerned with the online buying procedures of the customers.

STATEMENT OF THE PROBLEM

This research preys on finding out the answers to the questions of what are the impacts of Social Media

Advertising on Consumer Preferences ABM Students in AICS - Montalban Academic Year 2022-2023.

Precisely, it aspired to answer the following questions:

1. How does social media affect one's consumer preferences?

2. How does social media's algorithm work?

3. How can you take advantage of social media's algorithm?

4. Does good product matter over good advertising?

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Based on the aforementioned questions, the researchers advanced the following hypothesis:

Social Media Advertising can have a big influence on consumers.

Algorithms are also a big help for consumer preferences.

THEORETICAL FRAMEWORK

Local

Figure 1. Social Commerce Enviromment (Wang & Yu, 2015)

According to Wang & Yu (2015), the social interactions in social media platforms and social commerce were

operationalized using the electronic word of mouth (eWOM) communication and by observing the purchasing

behavior of other consumers to see and understand the effect of online purchasing to the Filipinos. Word of Mouth

(WOM) is triggered by the consumers experiences about a certain product by commenting, rating and giving

feedbacks. It affects other customers behavior from purchasing products or services. It is a way of advertising

products and services to other consumers and it is the most valuable source of marketing and influencing other

consumers to make a purchase.

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 Figure 2. Buying Behavior on the Internet (Claro G. Gañac, 2018)

As for the Figure 2 that is showed, it says that purchasing activities is influenced by the consumer's

personality traits. It has been stated that certain consumers enjoy individualized lifestyles, seek out more

atypical consuming, and engage in more intense shopping and purchasing habits. They want a constant flow

of extremely intense consumption experiences, individualism, and more thrill. That's why some people are

addicted to online shopping because the speed and convenience of online shopping feeds the addiction part

of the brain.

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Foreign

Figure 1. Consumers Behavior (Reitumetse Joyce Jafeta, 2018)

According to Jafeta (2018), social media advertising has a big impact to consumer's preferences on buying

products online. This framework shows how social media advertising affects consumers preferences on purchasing

and choosing brands on different social media platforms.

Fig

u re

2.

Purchasing Decision (Koter & Keller 2009, 172).

According to Koter & Keller (2009), attitude of the other consumers is one of the factors that affects other

consumer about purchasing behavior. For instance, other consumer talks about a certain product/service and gives

feedback to it, other consumers will be aware of the product and might like it nor not. It can influence customers to

buy the product or services that they might see in different social media platforms.

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 Figure 3. Social Media Advertising

As for the Figure 3, purchase intention may increase as a result of social media advertising's

more alluring videos or simply uploaded photographs with information can be used as ads, among other formats. The

effectiveness of commercials' visual influence posted on social media can greatly boost consumers' intentions to make

purchases.

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 Figure 4. Factors Affecting Consumers Behavior (Rao & Hymavathi, 2018)

Figure 4. shows that website and advertisement designs may affect the purchasing behavior and intentions of the

consumers among female customers. Female consumers are easily attracted to advertisements that are alluring to them

and may affect their purchasing behavior.

Figure 5. Purchasing Information Content (Ali, Florida, Rasoolimanesh, & Ringle, 2018)

Purchasing behavior may be affected by the information that is posted or seen on a certain product or service.

Entertaining advertisements and information's about the product may influence the consumer's purchase intention.

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CONCEPTUAL FRAMEWORK

The framework used by the researchers is the IPO Model; it shows the variables that are used to arrive at the

expected output of the researchers in the study.

The researchers intended to find the factors that affects consumers on buying products online and describe their

experiences by collecting data in the means of conducting informal interviews with the participants . The collected

data will be analyzed by the researchers to gain more knowledge on how social media advertising affects the

consumer's purchasing behavior.

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SIGNIFICANCE OF THE STUDY

This study shows how social media have a positive impact on business as well as customers. When it comes to

social media promotions, they can be defined as trending and powerful promotional tools that can be used for

upgrading the business and making it reach a whole new level in the digital world. Organic and paid use of different

Social Media Channels to reach the most relevant audiences and convert them into customers is one of the prime

features of Social Media Promotions.

Benefiting the study are the various sectors as follows:

Students

Young people nowadays already know how to buy their needs for school by using online apps, or by using

social media platforms like Facebook, Instagram, Twitter, etc. Shopping online allows you to look at different stores to

get what you want without having to leave your room. This ensures that you are getting the best prices for what you

want.

The Industry Artists

Celebrities usually buy products online because they don't want to be the center of attraction in public places.

Online shopping is also important to them because sometimes they are busy with their work. with modern technology,

they no longer need to go out to buy what they need.

Teachers

One of the people who will benefit the most from promoting products on social media are teachers who are

very busy with their teaching job, so they only buy online to save time, one of the things that help is the product

advertisement that teachers look at before purchasing the product.

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 Medical Front liners

During the height of the pandemic, medical front liners such as nurses and doctors, and other jobs that

provide services to every person, became absorbed in the vigilance of every person, those affected by the virus. and

since the front liners are dealing with people affected by the virus, they don't have to go far to buy their necessities.

because with the help of online shopping and online advertisement, it will be safer and avoid contracting the disease.

therefore, online shopping and social media advertisements have become more popular, especially among medical

front liners.

SCOPE AND LIMITATION

This study is limited only to ABM Students in AICS - Montalban during the Academic Year 2022-2023.

Determining the Impact of Social Media Advertising on Consumer Preferences for Online Product Purchases of

ABM Students in AICS was the focus of this research. All information and conclusions drawn from this study were

obtained only for this particular group of students.

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 CHAPTER II

REVIEWS OF RELATED LITERATURE AND STUDIES

The ideas, completed thesis, generalization, conclusions, methodology, and other items are included in this

chapter. Information that is important to and similar to our research is familiarized thanks to those that were included

in this chapter.

FOREIGN LITERATURE

According to Fotis (2015) described that the influence of social media on buying behavior of customers

with respect to the tourism services. Hoyer et al., (2010) revealed from the findings of the study that the social

media is a platform where customers convey information to others by the help of electronic word of mouth,

recommendations, and reviews and according to Bughin, Doogan & Vetvik (2010) described that the social media

advertisement has a great impact on customers particularly who buy the product for the first time. The social media

ads are very helpful to do analysis and comparison of high-end products before purchasing them. As a result,

customer will always use social media to get data about the products and services and they will always look for the

good word of mouth before purchasing any product or availing any services.

According to Wang & Yu (2015) that there are both negative and positive reviews about the service or product

which affects the consumer’s purchase decision and according to Harshini (2015) showed the analysis of the previous

theoretical form of research on social media advertisements and customer’s buying intention .it shows their popular or

features of social media advertisement what effect it has on the buyers and get the human intention. Conforming to

Balakrishnan, Dahnil & Yi (2014) described that the online groups, electronic word of mouth, various internet

communication and online publicity are very much helpful to build the positive brand image and consumer’s buying

intention with the help of social media similar to Lee (2013) explained that the customers look intensively for the

information about the product on social media sites with respect to any other mass media and according Martinka
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(2012) depicted that an analysis conducted between Facebook and Twitter groups. Both are famous social networking

sites and they also influence the purchasing behaviour of consumer. A survey was conducted using 3-point Likert scale

to know about the various applications of social media. The final output showed that the group present in social media

control or command over the traditional online purchase of customer. The study also shows that Facebook has greater

impact on consumer’s online buying behavior as compared to Twitter. Thus, the social media communities are very

important target in the online market. Drell (2011) demonstrated that out of 100 per cent, maximum information

sharing of online shoppers were 20 percent and they were mainly teenagers who are dedicated to the brands. according

Webster (2011) described that twenty five percent of social media users purchase their favourite brands via various

social networking sites out of which maximum users prefer Facebook as their brand page.

According to (Kapoor et. al., 2017) these sorts of online platforms improve consumer relations through the

display of marketing messages on social media.The displayed marketing messages on Facebook, Snapchat, Youtube

and Twitter for instance; are driven by users‟ generated content that could persuade. This study mirrors previous

studies such as Shareef et al and Kapoor et al. (2017) that examine the effectiveness of social media marketing as an

effective tool of viral marketing. The social media marketing is able to reach a larger audience and popularize brands

on a global scale compared to the traditional way of advertising and the effectiveness of social media advertisement is

that it can influence consumer consumption, they use it to find out where the losers are the millennial's. Conforming to

Gibson & Sodeman (2014) credited this is due to the technological advancement achieved throughout the years in

terms of social media, mobile and electronic devices. TNS Global Research Consultancy (2017) reported that the

average of Millennial's in Malaysia spend 3.8 hours per day in social media platform whereas the average spending

hours of global Millennial's is 3.2 hours per day Local Millennial's thus is deemed to be a suitable focus group as

adverts are more likely to be seen by younger consumers whom have more time and they like shopping compare to

others generations (Taken Smith, 2012).

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 According to Johnston (2018), There is little theoretical and empirical research on the global effectiveness of

SMA and its impact on consumer behavior in the social media environment, despite the rapid rise of social media and

the hype surrounding social media advertising (SMA). To comprehend the intervening function of SMA value and

attitude and represent how consumers respond to SMA across cultures and global social media types, this research

builds a four-stage belief-value-attitude-behavior paradigm. The findings support the mediation roles of attitude and

value and show that behaviors specific to social media are increased by a favorable attitude toward SMA (i.e., message

and social interaction behaviors). In the higher-uncertainty-avoidance culture, the results of the moderating influence

of culture show a bigger impact of infotainment on SMA value and of credibility on SMA value and attitude. In global

content community sites as opposed to global social networking sites, infotainment has a greater impact on SMA value

and attitude, but there is a moderating effect in the other direction on the impact of credibility. The study advances our

theoretical knowledge of customers' behavioral reactions to SMA in global markets. Geographical boundaries have

been eliminated as a result of the Internet's rising influence, which has reduced the world to a small virtual space. The

dominance of the Internet has made social media advertising possible, which is a revolutionary development in the

marketing sector. In addition to actively sharing their ideas on various social media platforms through tweets, posts,

blogs, reviews, videos, and more, millennial's are no longer only passive recipients of the information. To stay current

with all the latest information, millennial's are turning away from traditional commercial channels and becoming

immersed in social media platforms. We investigated the effects of social media advertising on millennial's tastes

because of the enormous impact it has had on our lifestyles. The goal of the article was to assess the scope of social

media advertising and the strategies utilized by brands to sway millennial consumers' preferences. A close-ended

questionnaire was utilized to gather primary data from social media users for the paper, which was based on a

descriptive and inferential research approach. As they frequently read blogs, used social media platforms to compare

various products, sought advice from experts before making a purchase, and considered how many likes and dislikes a

product had, the report highlighted the respondents' preferences for using social media websites. Additionally, the

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help marketers construct their advertising tactics for a variety of target audiences. Advertisements are simply used for

product branding wherein positive consumer attitude towards the brand is stimulated.

LOCAL LITERATURE

According to (Lee, 2009), In talking about print media, more people would likely associate it with books,

newspapers and magazines. Print media have wider range and come in different sizes and shapes.because print media

is more effective if it is written in books, journals, billboards, posters, flyers and magazines. Nonetheless, Mautner’s

book focuses on newspapers and magazines, in order to consider their role in the media landscape, as well as how they

are produced and read. Also, through the course of time, print media did not only stick to words but now uses visual

prints. The use of photographs, the use of symbolic appeals and the use of colorful prints have shown results in print

advertising. Furthermore, to conform to the wish of many advertising customers that their advertisements be published

in color, magazines, brochure and newspapers, and other print medium flourish and didn’t became obsolete thanks to

advertising inserts. The invention they made that is a device that they believe that by the man to make profit that they

invented can change the visual communication technology, that the device is television so that they can influence and

spread like a wildfire which is a big help to us and can change our lifestyle. Mobile is a fantastic platform for brands to

engage customers through more intensive content marketing and enhanced customer experiences due of its growing

user base. However, consuming content is one of the three digital activities engaged mobile users engage in. They are

also content creators and curators, which allows companies and their customers to work together on content. Because

of the focus on content, marketers are now accountable for creating high-quality content that targets the right

consumers in the right places. This serves as a reminder of the need for personalization or the ability of brands and

communications to change to suit people. The ability to create and publish content as well as enhance client

experience depend on this ability. Last July 26, in Square One, Bonifacio Technological Center, BGC, GetCRaft,

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Southeast Asia's leading content marketing network, presented a white paper on the state of digital marketing in the

Philippines. The market inquiry compiles information and insights from a survey of marketers across major cities in

the Philippines conducted in 2017. The paper solicits suggestions for moving these results forward and aims to provide

unbiased glimpses of the digital and content marketing industries. The purpose of this article is to inform readers about

the state of digital and content marketing in the Philippines at the present time. Although social media still reigns

supreme, content marketing, influencer marketing, and sponsored content. 21.5 percent of marketers' budgets go

toward digital. Most of the demographic factors driving this rise are consumption, the emergence of the middle class,

and the growing uptake of mobile young. The expansion of the internet, increased internet usage, and faster broadband

will all benefit digital marketing. Gaining information will have a favorable effect on development as well. The

increase in knowledge will also have a positive effect on growth. As marketers gain a better understanding of the

models that enable them to best achieve their goals, digital channels will increasingly be seen as more profitable,

incentivizing brands and agencies to spend more on digital.

According to Asma and Misbah (2018), social media marketing influences the consumer's intentions to

purchase. This is because of effective social media advertising that influences the perception of consumers which has

an impact on their purchasing behavior. The more they see how interesting the product or service is, the more likely

that they will buy. It has become a part of every Filipino lives since the pandemic strikes. Because of the pandemic

outbreak, Filipinos began spending their whole day scrolling through social media. It became their hobby to check and

to read feedbacks about a certain products or services, and it definitely influences their purchasing intentions. The

effect advertising aims effectiveness in different media to each Filipino millennials who know better what is the trend

or what the millennials want. Aside from Facebook, TikTok, and Instagram, there are also different shopping

applications that sells different products as well as Shopee, Lazada, Amazon, and many others. Since Filipinos spent

their time scrolling through their gadgets, marketing and promoting products in various social media has a big impact

to them especially when it is more affordable to buy through online rather than in physical store. Businesses can better

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understand market demands and boost brand recognition as a result of these online activities. It has become more

convenient for Filipino consumers to stay connected. As a result, social media benefits both consumers and businesses.

According to (Dollarhide, 2021), social media and the internet have had a big impact on Filipinos' daily life.

People can collaborate or exchange information through social media, a technology With the use of the internet, it can

offer real-time information interchange. The Philippines ranks among the top countries for the amount of time spent

online, despite the fact that the internet connection there is frequently unreliable and poor (Digital Marketing Institute,

2021). Online platforms have developed into commercial and marketing channels as a result of new market trends and

technology improvement. The top social media sites used for commerce and marketing in theicacy of a consumer buy

intention influencer. Additionally, there is a strong correlation between customer purchase intent and advertising

efficacy. Because women use the internet Philippines are Facebook, YouTube, TikTok, Instagram, and Twitter.

(Malig, 2021). Additionally, it became clear that Filipinos were increasingly influenced by social media in terms of

their purchasing habits throughout the pandemic because it is more convenient, affordable, lesser interactions with

other people and is more comfortable to use. Filipinos are easily influenced by trends. It became their hobby to

purchase online and to make a feedback about it, either it's good or bad.

According to the respondents' evaluation, a trusted influencer who upholds the majority of their integrity can

alter consumers' behavior and purchase intentions. Attractiveness and connections to the product are viewed as being

suitable as well. The assessment of the respondents also suggests that there is an upbeat and agreeable attitude toward

the various advertising effmore frequently than males, they have a higher opinion of social media influencers. The

goal of the study is to ascertain how customers perceive the effectiveness of social media influencers' advertising in

relation to their intention to make a purchase. According to the researcher, in order for an influencer to be successful

on social media, particular methods and abilities need be tailored to appeal to customers' purchase intentions. The

"social media influencer questionnaire" created by Xin Jean Lim was used in the study. It is a structured survey

created to evaluate and examine the impact of social media influencers on customers' intention to make a purchase. A

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 total of 200 respondents from NCR, Metro Manila, participated in the study, with 129 women and 71 men, the

majority of whom were between the ages of 18 and 24.

FOREIGN STUDIES

According to Husnain et al. (2016), electronic word-of-mouth has more significant effects on purchasing

behavior than traditional word-of-mouth. Word-of-mouth advertising helps clients feel more confident about the

products they are sold, which also raises their level of satisfaction. There is little data on how social media marketing

initiatives affect the development of brand equity and consumers' attitudes about a business. By examining pioneering

luxury labels (Burberry, Dior, Gucci, Hermès, and Louis Vuitton), this study investigates these connections. The study

creates a structural equation model that aids in filling in gaps in earlier social media branding literature based on a

survey of 845 luxury brand consumers (Chinese, French, Indian, and Italian) who follow the five companies analyzed

on social media. The study specifically highlights the connections between social media marketing activities and their

results (brand preference, price premium, and loyalty). The study evaluates brands' social media marketing efforts

using a five-part holistic concept (entertainment, interaction, trendiness, customization, and word of mouth). The

study's further contribution is its discovery that SMMEs significantly enhance brand equity and its two primary

components, brand awareness and brand image. Social media's widespread use has ushered in a new era for businesses

and brands, driving them to look for fresh, interactive methods to connect with and involve their target audiences

(Gallaugher and Ransbotham, 2010, Kozinets et al., 2010). This rapidly growing marketing medium offers unmatched

chances for brand and reputation building and already touches more than two thirds of all Internet users (Correa et al.,

2010, Spillecke and Perrey, 2012). Despite increased scholarly interest, quantifying the influence of social media

marketing activities on important brand success indicators remains one of the ongoing issues despite the fact that

social media offers new opportunities and advantages for brand management (Kaplan and Haenlein, 2010). (Schultz

and Block, 2012, Schultz and Peltier, 2013). Furthermore, research that analyzes branding literature's perspective on

social media marketing effects is still primarily exploratory and devoid of empirical data (Hollebeek, Glynn, & Brodie,

17
2014). Despite a few notable exceptions, brand equity has thus far received little attention in the context of social

media marketing and its performance (e.g. Kim & Ko, 2012). By providing a thorough methodology that demonstrates

how social media marketing efforts affect brand equity and customer behavior toward five luxury brands in four

countries, this research adds to the body of earlier material. The goal of this study is to methodically and thoroughly

investigate how social media marketing affects consumer responses by building brand equity. REFERENCES -Y.Q.

Zhu et al. Social media and human need satisfaction: Implications for social media marketing Business Horizons

(2015) R.G. Netemeyer et al. Developing and validating measures of facets of customer-based brand equity Journal of

Business Research (2004) W.G. Mangold et al. Social media: The new hybrid element of the promotion mix Business

Horizons (2009)

Social media advertising is a new type of advertising for businesses that has emerged as a result of the quick

increase in social media users. One of the biggest issues that advertisers have traditionally had to deal with is the low

level of customer acceptance of advertising. It's critical to pinpoint the social media commercials' standout features

that affect consumer perception. The goal of this study is to identify the variables that affect consumer purchase intent

and how social media advertisements are perceived. Exploratory factor analysis was used to conduct a survey and

identify the factors that had a significant impact on respondents' perceptions of social media advertisements. Since the

invention of the internet, traditional media has regressed a bit and is only becoming more and more obsolete. Facebook

and YouTube are more often utilized now that the internet is more accessible. Social media is now used by millions of

internet users worldwide. When social media first gained popularity, it was primarily used for socializing and

interacting with people around the globe. However, as its user base grew, businesses started to recognize social

media's business potential (Alalwan, 2018). Additionally, compared to traditional media marketing, social media

marketing appeared to be more practical and affordable. Marketers picked this up right away (Alalwan et al., 2017).

Because this was a new platform, there were no established safe routes to follow. There were so many untapped

prospects that it was required to test, analyze, and deploy the best marketing strategies. Meme marketing was one of

the key marketing ideas that helped businesses gain the first mover advantage. These marketing innovations' timing

was also very important.A new campaigning model is being developed and tested in the industry as a result of these

changes. Marketers had to modify their existing plans in order to adapt to this change in the media landscape. Due to
18
the absence of any commercial content on social media in the past, the marketing industries were mostly impacted.

Understanding the behaviors and reactions of social media users. This study was inspired by the fact that, while some

prior research in the field has been successful in identifying and comprehending the external factors that affect social

media advertising, very few studies have looked at the impact of internal factors, specifically the features contained in

advertisements and their impact on purchase intention.

According to (Kumar, 2018), the following aspects influence a customer's impulsive purchasing behavior:

website quality, hedonic motivation, situational factors, and trust Hedonic shopping motivation refers to a person's

urge to buy in order to gratify psychological demands such feelings of emotion, satisfaction, status, and other

subjective feelings. Merima et al. (2011) claim that it happens as a result of an individual's emotional reaction, sensory

delights, and dreams. Lack of human or personal interaction and anonymity are two aspects that encourage online

impulse buying. An essential benefit of internet shopping over traditional retail is anonymity, and it is likely that an

impulse buy will be made when circumstances guarantee anonymity. People engaged in online buying because it is

more affordable, lesser interactions, and enables individuals to read multiple feedbacks about a particular product or

service. There are some things that people are reluctant to purchase in-person, thus for those clients, purchasing online

would be more advantageous and comfortable. The same may be said about offline purchases, which require direct

physical contact with others (such as salesman, companions), as opposed to online purchases, which are made

privately and alone. This being the case, it has been observed that physical purchasing creates hindrance in impulse

buying as compared to buying on internet. Buying internet can make individual's mind to be interested in a certain

products or services. Especially nowadays, people are engaged in scrolling through various platforms of social media.

Different advertisements and promotions are there, making individual to purchase online.

According to Meslat (2018), Social Media are applications or websites that allows users to participate and

engage in social networking by creating or sharing different contents. Similar to this, Zhou and Zimmermann (2013)

reaffirm that social media refers to the use of internet-based media that enables individuals to take part in the

marketing, selling, comparing, rating, purchasing, and sharing of goods and services in both offline and online market

places as well as in communities. Social media includes networking site such as Facebook, Twitter, Instagram and
19
YouTube, among others. These social media platforms took its place for advertising and promoting different products

and services. TikTok launched their new update for live selling and online buying, becoming a new social media

platform to sell online, promote products, and advertising. Ndurura (2020) asserts that social media improves the

development and maintenance of relationships through casual talks between individuals about a subject of shared

interest. In support of this, social media is about information exchange and occasionally involves decision making.

Before purchasing, it is really important to individuals to know their products well. It has been a huge part of people

nowadays, checking the feedbacks of the consumers about a particular product or services before purchasing to make

sure if it is worth buying. Nearly 1.5 billion people, or one in four people globally, used social media networks in

2017, according to Putter (2017).

According to GlobeStat (2020), the number of social media users had significantly surpassed two billion

people three years later. This suggests that during the previous few years, social media usage has increased.

Additionally, according to Alnsour et al. (2018), the usage of social media was expected to increase by an additional

7% annually. Young people and children used social media more frequently than older people, who were among the

least active users (Putter,2017). However, Lilima (2020) discovered an intriguing piece of data between social media

usage and age. Although social media users between the ages of 20 and 30 were more likely to be subscribers, Lilima

(2020) discovered that the rate of new users was high among the more senior members of society (aged between 40

and 50). In his analysis of the relationship between age and social media use, Ricardialiono (2020) found that there are

considerable disparities between age groups and that each age group has a different tendency to use social media.

More likely young people and children uses social media to purchase products online while adults uses social media to

communicate with others. However, according to Yoong and Lian (2019), consumer purchase intentions refers to

individual's decisions or willingness to buy a particular service or products. Additionally, purchase intentions is also

defined by Alnsour et al. (2018) is related to the customers behavior, attitude and preferences.

20
LOCAL STUDIES

In the Philippines, online advertising plays a significant role in promoting the products and services of

businesses. This is because the majority of Filipino audiences spend a lot of time online and often discover products on

social media posts— especially on Facebook, 24.2% of the total media ad spending was spent on digital advertising in

2020. Online advertising has made it possible for most small and medium businesses (SMBs) to compete against large

corporations. In a way, it democratizes advertising to the level of even micro-businesses.

The data collected from Yahoo -Nielsen Net Index (2011) represents where the Philippines as a country is

going in regard to Digital or Social Media Marketing. From 53% to 82%, social network engagement is no longer new

to Filipinos, and it is only pragmatic that companies are investing their money where increase ROI is guaranteed.

Though some companies still rely on traditional media; television, print, or radio, and digital medium is still in its

infancy the outlook is bright for digital marketing . This can be correlated to the outstanding number of mobile devices

being sold in our local market. Advertising in the Philippines has evolved beyond traditional tri-media outfits (print,

TV and radio). Local advertisers now also use electronic billboards, web advertising, mass transit or public transport

advertising, special events and product launches, direct marketing, social media promotion, and other tools to promote

their products. Although some advertisements utilize Western image models or concepts, many market segments are

“localized” versions of product advertising and brand-building. The use of celebrity endorsers or other high-profile

personalities is a well-tested and well received formula for local advertising. Filipinos use the internet for an average

of 10 hours and 56 minutes every day. As a result, Filipino consumers will continue to be open to marketing

communication, including targeted messaging, commercials, and tailored content. Using social media advertising is

one of the greatest and most successful strategies to directly reach your target customers. The most frequent and

engaged social media and internet users are thought to be Filipinos. Philippines continues to lead the pack in terms of

the amount of time spent on social media platforms even during the pandemic. Utilizing social media advertising is

one of the best and most efficient ways to directly reach your target audience.

21
 According to Hootsuite (2021) and We Are Social that Filipinos use the internet on average for 10 hours and

56 minutes every day. As a result, Filipino consumers will continue to be receptive to marketing communications,

including tailored content, advertising, and targeted messages, this gives Philippine companies the opportunity to

attract new clients in the internet market and increase sales. Facebook also holds over 93% of the country's social

media market share as of 2020. Filipinos are known for the most active users of the internet and social media. Even

during the pandemic, Philippines remains at the top of the list in terms of time spent using social media platforms.

Also, our country is home to the most creative and freshest advertisements and marketing campaigns and has also been

a hotspot for international companies seeking to expand in international markets. If you’re a brand who wants to stand

out in the Filipino community, then you might want to check out Philippines’ best advertising and marketing agencies.

Since then, Filipino entertainment television has assumed and maintained a dominance in national popular

culture, which expanded in the digital era. The media landscape into which digital technologies were launched in the

Philippines was largely set. Building upon the long development of entertainment industries in the Philippines, new

social media encounters with entertainment content generate expanded and engaged publics whose formation

continues to operate upon a foundation of televisual media. This article considers the particular role that entertainment

media plays in the formation of publics in which comedic, melodramatic and celebrity-led content generates networks

of followers, users and viewers whose loyalty produces various forms of capital, including in notable cases political

capital.

Impact of Advertisements on the Buying Behavior of rural consumers in Laur, Nueva Ecija, Philippines Nhina

Ysabelle C Braza, Andre John A Manglicmot, Ma Beatrice G Tecson, Paul Angelo D Woo, Marie Abigail Posadas

International Journal of Social and Management Studies 3 (5), 37-50, (2022) Advertisement plays a vital role in

communicating and convincing customers to purchase goods or services. This study investigates the influence of

advertisements to purchase FMCG among rural families in Laur, Nueva Ecija, Philippines. It aims to determine how

families in the rural area perceive advertisements and know what factors should be considered to arrive at a specific

advertisement applicable to families in the rural area. The study will use a quantitative method, and data will be

collected using descriptive correlational research and the random sampling technique. This study will help businesses
22
to understand how advertisements affect rural consumer behavior. These businesses will improve and align their

advertising materials to effectively communicate and create relationships with rural customers.

The Philippines is a market that values brands. The majority of consumer items are promoted for sale through

advertising. The majority of the nation's top advertising agencies are connected to foreign organizations. Local

advertisers now use electronic billboards, web advertising, mass transit or public transport advertising, special events

and product launches, direct marketing, social media promotion, and other tools to market their products. Over the

years, advertising in the Philippines has expanded beyond the traditional tri-media outlets (print, TV, and radio). Even

while some advertisements use Western image models or concepts, brand-building and product advertising are widely

used in various market areas. Using high-profile individuals or celebrities as endorsers is a tried-and-true strategy for

local advertising.

According to Arellano (2022) Social media and the internet significantly impacted Filipinos' daily lives. In all

facets of their lives, people spend a lot of time on social media. Because of this, the majority of firms provide more

items and services online. Businesses use a variety of marketing methods in the modern world to entice customers to

buy their products. several Filipinos frequently use a variety of online venues to consider their options. That stated,

what Filipinos see and hear has a big impact on their buying patterns, which has a big impact on their buying habits.

This study looks at how social media marketing has an impact on Filipino consumers' purchasing decisions. In this

study, the researchers used a qualitative research methodology. To learn more about the participant's perceptions of the

purchasing decision-making process, a focus group was conducted. Using a sampling approach called "purposeful

sampling," participants who met the criteria of being parents, employed, and students were chosen.

23
 SYNTHESIS OF THE REVIEWED LITERATURE AND STUDIES

We learned about how social media plays such a vital part in our modern lives from the collected global and

local studies. Due to the constant advancement of technology over the years, social media has become an unavoidable

part of modern life. Facebook, YouTube, TikTok, Instagram, and Twitter are the most popular social media platforms

used for marketing and commerce in the Philippines, according to Malig. These websites give nearly three-quarters of

the world's population access to a marketplace.

Social media platforms have developed into a good hunting field for businesses looking to draw attention to

their products by putting adverts that link to their particular online stores, such as Shopee, Lazada, Amazon, and many

others. Consumers in the Philippines now find it easier to stay connected. As a result, social media benefits both

consumers and businesses. Asma and Misbah (2018) claim that social media marketing has an impact on consumers'

purchasing intentions. Due to its expanding user base, mobile is a terrific platform for brands to engage customers

through more extensive content marketing and improved customer experiences. However, one of the three digital

activities that active mobile users engage in is reading information.

According to the respondents' evaluations, there is a positive and accepting attitude toward the various

advertising strategies' ability to impact consumers' purchase intentions. Additionally, there is a significant link

between advertising effectiveness and customer buy intent. Women are more likely than men to utilize the internet,

and as a result, they have a higher perception of social media influencers. After combining their broad viewpoints, we

concluded that specific techniques and skills must be designed to appeal to clients' buying intentions for an influencer

to be effective on social media

Philippines advertising has progressed beyond the country's traditional tri-media outlets (print, TV, and

radio). Local businesses now advertise their goods through electronic billboards, websites, public transportation or

mass transit, special events and product debuts, direct marketing, social media promotion, and other methods. Many
24
market segments use "localized" forms of product promotion and brand-building, even though some advertisements

use Western image models or concepts. The use of high-profile individuals, such as celebrities, as brand ambassadors,

is a tried-and-true strategy for regional advertising.

As a summary of this synthesis, we may state that it became evident that Filipinos were increasingly

influenced by social media in terms of their shopping habits during the pandemic since it is more practical, more

economical, requires fewer social connections, and is more comfortable to use. Filipinos are susceptible to trends.

They developed the hobby of making internet purchases and leaving reviews, whether favorable or unfavorable

25
 CHAPTER III

RESEARCH DESIGN AND METHODOLOGY

This chapter describes some of the models on which the current study is based, as well as the

procedures and tactics used by the researcher to collect data and information for the study's development. This

contains the Research Design, Respondent Description, and Instrumentation.

METHOD OF RESEARCH

This study was conducted in order to gain knowledge about how social media advertisements affects the

purchasing behavior of the individuals. In order to gather the necessary data, we utilized the causal-comparative

method, using quantitative research approach.

As a result of understanding the aims and objectives of this study and exploring previous research

similar to this topic, we used Quantitative method for data collection and we feel that this is the suitable method

for our study. Quantitative research refers to research doing numerical and is the collection of numerical data

and facts and the study of the relationship between these group of facts, Because of this information, we thought

that this method of data collection would be suitable for this study that we conduct as we hope to discover why

rates of people's purchasing behavior are influenced by the social media advertisements.

Therefore, this study will use questionnaires for data collection. Questionnaires will be use to collect

information from the ABM Students of AICS Montalban. Questionnaires are generally less expensive and do

not consume a lot of time. Questionnaires are popular research methodologies because they provide a quick,

efficient, and low-cost way to collect huge amounts of information from big sample sizes. These instruments are

especially useful for assessing subject behavior, preferences, intentions, attitudes, and opinions.
26
RESEARCH DESIGN

We used causal -comparative design for this study. This sort of research design is used to determine the

cause and effect relationship between the independent and dependent variables. In addition, its goal is to

identify the causes of events and circumstances.

Thus, we used causal comparative design to determine ether the social media advertising had an impact

on the consumers preferent for online product purchases of ABM students studying in Asian Institute of

Computer Studies in Montalban.

RESPONDENTS/PARTICIPANTS OF THE STUDY

The intended participants for this proposed questionnaire are ABM students from Asian Institute of

Computer Studies, both male and female are qualified as respondents in this survey (S.Y. 2022-2023). Their

ages should range from 17 to 19 years old. With 60 respondents, we should use 15-question box checklist.

These individuals are competent enough to respond to the questions on the checklist about social media

advertising. When they respond to the questionnaire that we, the researchers, will give them, this information

and data will help us with our study.

A crucial phase in the research process is choosing the participants in your study, which requires careful

consideration. It is something you should consider as soon as you begin designing your research project. It is

simple to draft a superb research proposal only to discover that it is impossible to find the volunteers the

investigation needs. There would be no research without volunteers, and volunteers frequently have a stake in

the study's outcomes. Participants can choose whether and how long they would like to participate in a study. In

the end, the answers they give produce the data required for the research project.
27
RESEARCH INSTRUMENTS

There are 60 respondents in this study, and the questionnaire is utilized to examine how social media

advertising affects customers' purchasing intentions. The survey had a time limit of one or two minutes for

respondents. The responses to the surveys were collated and then subjected to analysis for figuring out how each

variable affects consumer purchase intention and how those variables relate to one another.

The questionnaire will be self-administered by the researcher. For the Grade 12 students at AICS

Montalban, the researchers created and utilized a box checklist. For them to respond accurately, comprehend,

and know the information acquired in the prepared question based on the questions in the box checklist, this will

be done through a face-to-face survey. This allows the researcher to clarify each question in detail in case some

respondents have trouble understanding. This is carried out to guarantee that all questions are answered

honestly.

The face-to-face survey has three components for this question. The responders will receive a paper for

Part I, which has information gleaned from their profile, including their names, ages, genders, schools, and

strands, so they may review their responses to each question. They will check the box next to their response to

each of the 15 questions in Part II of the face-to-face survey. The reading passages comprise Part II of the

research instrument. There are various texts to read.

28
QUESTIONNAIRE

Questions: Strongly Slightly Neutral Slightly Strong

Disagree Disagree Agree ly
(1) (2) (3) (4) Agree
(5)
1. I see a lot of
advertisements on social
media.
2. I view the advertisements I
see on social media.
3. I get interested about the
advertisements I see on
social media.
4. I am easily attracted by
advertisements on social
media.
5. I prefer to buy low priced or
discounted items on social
media than buy on a
physical market to save
money.
6. Most of products and items
I own are seen in
advertisements.
7. I avoid products without
review or advertising.
8. I buy products that are
endorsed by a certain
person / celebrity I follow.
9. Good visuals convince me
to buy advertised products.
10. I see a lot of
advertisements on social
media.
11. I view the advertisements I
see on social media.

12. I get interested about the

advertisements I see on
social media.
13. I am easily attracted by
advertisements on social
media.
14. I prefer to buy low priced or
discounted items on social
media than buy on a
physical market to save
money.
15. Most of products and items
I own are seen in
advertisements.

29
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DEFINITION OF TERMS

Advertisement. A notice or announcement in a public medium promoting a product, service, or event or publicizing a

job vacancy.

Advertising. The activity or profession of producing advertisements for commercial products or services

Internet. A global computer network providing a variety of information and communication facilities, consisting of

interconnected networks using standardized communication protocols.

Online purchasing. A form of electronic commerce which allows consumers to directly buy goods or services from a

seller over the Internet using a web browser.

Permeated. To spread throughout.

Promoting. To encourage people to like, buy, use, do, or support something.

32
Social Media. A collective term for websites and applications that focus on communication, community-based input,

interaction, content-sharing and collaboration.

Utilization. The action of making practical and effective use of something.

CURRICULUM VITAE

CABUSAS,
RACHEL G.

 Age: 19
 Address: E. Valintino Village, San Jose, Rodriguez Rizal
 E-Mail Address: [email protected]
 Student Number: 21A410
Contributions:
 Background of the Study
 Local Studies
 Research Instruments

DAQUIADO,
LEI B.

 Age: 19
 Address: East Meridian Bianca Phase 1A Block 14 Lot 3 San Isidro, Rodriguez, Rizal
 E-Mail Address: [email protected]
 Student Number: 210698
Contributions:
 Theoretical Framework
 Foreign Literature
33
  Research Instruments

GARCIA,
ENA B.

 Age: 19
 Address: Block 93 Lot 27 Southville 8B San Isidro, Rodriguez, Rizal
 E-Mail Address: [email protected]
 Student Number: 21A454
Contributions:
 Scope and Limitation
 Foreign Studies
 Research Design and Methodology

GITO,
ARLYNE JOY P.

 Age: 19
 Address: Block 6 Lot 13 Montavilla 1 Burgos, Rodriguez, Rizal
 E-Mail Address: [email protected]
 Student Number: 210735
Contributions:
 Introduction
 Definition of Terms
 Theoretical Framework
 Foreign Studies
 Local Literature
 Method of Research
 Research Design

JUANILLO,
GRACE A.

 Age: 19
 Address: Kasiglahan Village, San Jose, Rodriguez, Rizal
 E-Mail Address: [email protected]
 Student Number: 210625
Contributions:
 Significance of the Study
 Local Studies
 Respondents/Participants of the Study
34
 LISTANA,
JUNIE MAY C.
 Age: 18
 Address: Block 20 Lot 25 Centella Homes Brgy. San Isidro, Rodriguez, Rizal
 E-Mail Address: [email protected]
 Student Number: 210551
 Contributions:
 Statement of the Problem
 Statement of Hypothesis
 Conceptual Framework
 Foreign Literature
 Local Literature
 Synthesis of the Reviewed Literature and Studies
 Respondents/Participants of the Study

35