Respondents Facebook

R1 0.75
R2 2.5
R3 6.5
R4 2.5
R5 4.5
R6 2.5
R7 6.5
R8 4.5
R9 4.5
R10 9
R11 0.75
R12 2.5
R13 4.5
R14 0.75
R15 2.5
R16 0.75
R17 0.75
R18 9
R19 2.5
R20 0.75
R21 0.75
R22 0.75
R23 4.5
R24 6.5
R25 2.5
R26 2.5
R27 2.5
R28 0.75
R29 0.75
R30 9
R31 6.5
R32 0.75
R33 4.5
R34 2.5
R35 0.75
R36 2.5
R37 2.5
R38 0.75
R39 0.75
R40 0.75
R41 2.5
R42 2.5
R43 0.75
R44 2.5
R45 0.75
R46 0.75
R47 4.5
R48 2.5
R49 9
R50 6.5
R51 4.5
R52 4.5
R53 6.5
R54 6.5
R55 2.5
R56 2.5
R57 0.75
R58 2.5
R59 4.5
R60 0.75
R61 0.75
R62 2.5
R63 4.5
R64 4.5
R65 4.5
R66 4.5
R67 0.75
R68 2.5
R69 0.75
R70 0.75
R71 0.75
R72 6.5
R73 2.5
R74 0.75
R75 6.5
R76 2.5
R77 2.5
R78 2.5
R79 0.75
R80 2.5
3.03
2.33

Table 1.1
Social Media Platforms
Facebook
Instagram
YouTube
Twitter
Tiktok

Overall hours spent on social media

Table 1.2
Questionnaire
I watch the ads video I see on social media.
When I use social media for an hour, I see more than 5 advertisement.
 I read the descriptions in social media ads post.
I see ads video every time I use social media.
I see ads in gaming apps.
Overall

Table 2.1
Questionnaire
I can gather enough information about a product/service from social media advertisements.
I’m attracted to a specific product/service based on what I see on social media advertisements.
I want to know more about the company’s product/services when I see their social media advertisement.
Overall

Table 2.2
Questionnaire
I compare prices and discounts for products or services I see on social media ads.
I like to compare the products/service to other brands/company in terms of quality, reviews and price before I make a purchase.
I like to review the description from the social media ads before making a purchase.
Overall

Table 2.3
Questionnaire
I usually purchase products/services from the links I see on social media.
I purchase products/services from the brand I see on their social media advertisement.
I purchase products/services from social media ads after reviewing the information I gathered and evaluated them.
Overall

Table 2.4
Questionnaire
The product/service I purchase meet my expectations from their social media advertisement.
I am satisfied with the product/service I brought from what I saw on their social media advertisement.
I have no regrets buying products/services from what I saw on social media advertising.
Overall

Table 3.1

Information Gathering
Evaluating Solution
Purchase- Phase
Post- Purchase Phase
Overall
α = 0.05
Table 3.2

Information Gathering
Evaluating Solution
Purchase- Phase
Post- Purchase Phase
Overall
α = 0.05
Instagram YouTube Twitter TikTok
0.75 0.75 0.75 2.5
0.75 4.5 0.75 6.5
0.75 0.75 2.5 4.5
0.75 0.75 0.75 0.75
4.5 0.75 0.75 0.75
0.75 0.75 0.75 0.75
2.5 0.75 0.75 0.75
0.75 0.75 0.75 9
4.5 0.75 2.5 0.75
6.5 0.75 0.75 4.5
0.75 2.5 0.75 4.5
0.75 4.5 0.75 0.75
0.75 0.75 2.5 0.75
0.75 0.75 0.75 0.75
0.75 2.5 0.75 2.5
0.75 0.75 0.75 2.5
2.5 0.75 0.75 4.5
0.75 0.75 0.75 6.5
0.75 4.5 0.75 6.5
2.5 0.75 0.75 0.75
0.75 2.5 0.75 0.75
0.75 0.75 0.75 0.75
0.75 0.75 0.75 4.5
0.75 0.75 0.75 2.5
0.75 2.5 0.75 0.75
0.75 0.75 0.75 4.5
0.75 4.5 0.75 4.5
0.75 2.5 0.75 4.5
0.75 0.75 0.75 2.5
0.75 2.5 0.75 4.5
4.5 2.5 6.5 9
2.5 0.75 2.5 9
0.75 0.75 0.75 2.5
0.75 2.5 0.75 0.75
0.75 0.75 0.75 0.75
0.75 0.75 0.75 2.5
0.75 0.75 0.75 0.75
4.5 6.5 4.5 0.75
0.75 2.5 0.75 2.5
0.75 2.5 0.75 0.75
0.75 2.5 0.75 2.5
0.75 2.5 0.75 2.5
0.75 0.75 0.75 0.75
0.75 4.5 0.75 0.75
0.75 0.75 0.75 0.75
2.5 0.75 0.75 0.75
0.75 0.75 2.5 4.5
0.75 0.75 0.75 2.5
2.5 2.5 0.75 0.75
0.75 2.5 0.75 0.75
2.5 2.5 2.5 2.5
 2.5 4.5 2.5 6.5
4.5 4.5 6.5 4.5
6.5 4.5 6.5 6.5
0.75 4.5 0.75 0.75
0.75 4.5 0.75 4.5
2.5 0.75 0.75 4.5
0.75 0.75 0.75 0.75
0.75 0.75 0.75 9
0.75 0.75 2.5 9
0.75 0.75 0.75 0.75
0.75 0.75 0.75 2.5
2.5 2.5 0.75 0.75
4.5 2.5 4.5 4.5
0.75 4.5 0.75 0.75
2.5 0.75 0.75 6.5
0.75 0.75 0.75 2.5
0.75 0.75 0.75 2.5
0.75 0.75 0.75 2.5
0.75 0.75 0.75 9
0.75 0.75 0.75 0.75
0.75 0.75 0.75 6.5
0.75 4.5 0.75 0.75
0.75 0.75 0.75 2.5
0.75 2.5 6.5 9
0.75 0.75 0.75 2.5
0.75 0.75 0.75 2.5
0.75 2.5 0.75 2.5
0.75 2.5 0.75 2.5
0.75 2.5 0.75 0.75
1.42 1.84 1.31 3.09
1.37 1.47 1.42 2.59

Profile of the respondents in terms of number of hours spent on social media platform
Mean Std Dev Descriptive level
3.03 2.33 Low
1.42 1.37 Very Low
1.84 1.47 Very Low
1.31 1.42 Very Low
3.09 2.59 Low

10.64 5.79

Profile of the respondents in terms of social media advertisement engagement

Mean Std Dev Descriptive level
2.20 0.77 Low
3.21 1.17 Moderate
 2.53 0.97 Low
4.01 1.02 High
3.63 1.16 High
3.12 0.75 Moderate

Level of social media advertisement utilization for consumer buying decision in terms of Information Gathering
Mean Std Dev Descriptive Level
3.09 1.01 Sometimes
3.10 0.98 Sometimes
2.99 1.06 Sometimes
3.06 0.06 Sometimes

Level of social media advertisement utilization for consumer buying decision in terms of Evaluating solution
Mean Std Dev Descriptive Level
3.48 1.24 Frequently
3.79 1.19 Frequently
3.89 1.17 Frequently
3.72 0.22 Frequently

Level of social media advertisement utilization for consumer buying decision in terms of Purchase Phase
Mean Std Dev Descriptive Level
2.41 1.06 Frequently
2.56 0.99 Sometimes
2.96 1.04 Sometimes
2.65 0.28 Sometimes

Level of social media advertisement utilization for consumer buying decision in terms of Post- Purchase Phase
Mean Std Dev Descriptive Level
2.90 0.77 Sometimes
3.00 0.84 Sometimes
3.06 0.86 Sometimes
2.99 0.07 Sometimes

Relationship between social media marketing and consumer's buying behavior in terms of Number of hours spent on social me
r-value p-value Degree of Correlation Interpretation
0.205 0.068 Small Not Significant
0.184 0.102 Negligible Not Significant
0.296 0.008 Small Significant
0.277 0.013 Small Significant
0.303 0.006 Small Significant
Relationship between social media marketing and consumer's buying behavior in terms of social media advertisement engagem
r-value p-value Degree of Correlation Interpretation
0.364 0.001 Small Significant
0.265 0.017 Small Significant
0.082 0.471 Negligible Not Significant
0.131 0.248 Negligible Not Significant
0.275 0.013 Small Significant
 SOCIAL MEDIA ADVERTISEMENT
Number of hours spent I watch the ads video I see When I use social media foI read the descriptions in s
5.5 2 5 3
15 2 4 2
15 3 4 2
5.5 3 2 5
11.25 2 3 4
5.5 2 5 3
11.25 2 4 2
15.75 3 5 3
13 2 3 2
21.5 3 4 3
9.25 1 4 1
9.25 1 1 1
9.25 3 4 3
3.75 2 5 3
9 3 3 4
5.5 2 3 2
9.25 2 2 2
17.75 2 3 2
15 3 4 2
5.5 2 5 2
5.5 3 5 1
3.75 1 4 3
11.25 1 3 3
11.25 1 5 2
7.25 2 3 3
9.25 3 2 2
13 3 3 3
9.25 3 5 3
5.5 3 3 2
17.5 2 2 4
29 2 4 3
15.5 2 3 2
9.25 2 3 3
7.25 2 3 3
3.75 1 1 2
7.25 2 3 2
5.5 2 2 2
17 2 3 4
7.25 2 4 3
5.5 2 3 3
9 2 2 2
9 1 3 1
3.75 1 5 3
9.25 3 2 4
3.75 2 4 3
5.5 1 1 1
13 3 3 3
7.25 3 5 4
15.5 2 3 3
11.25 1 1 1
14.5 2 2 2
 20.5 4 4 2
24 4 3 2
30.5 4 3 4
9.25 2 5 2
13 2 3 4
9.25 1 1 1
5.5 3 1 3
15.75 3 3 3
13.75 2 4 2
3.75 3 3 4
7.25 2 4 1
11 2 3 2
20.5 2 3 3
11.25 2 2 3
15 3 5 3
5.5 2 5 2
7.25 2 3 2
5.5 3 2 3
12 1 1 2
3.75 3 4 3
15.25 3 2 3
9.25 2 3 1
5.5 2 4 1
24 1 3 5
7.25 2 4 2
7.25 2 2 1
9 3 2 3
7.25 3 3 1
7.25 1 4 3
10.64 2.20 3.21 2.53
5.79 0.77 1.17 0.97
ion Gathering

rchase Phase

er of hours spent on social media platform

media advertisement engagement
VERTISEMENT
I see ads video every time I see ads in gaming apps. I can gather enough informI’m attracted to a specific
5 5
5 4
4 5
3 5
3 4
4 4
5 1
3 4
5 5
5 5
4 4
5 3
5 5
3 1
4 4
2 3
3 4
5 4
5 4
5 5
5 5
4 3
3 3
5 3
4 3
4 3
2 5
4 4
5 2
5 5
4 5
4 5
4 2
4 5
2 3
3 2
2 2
5 5
4 3
5 5
3 3
3 3
4 4
5 2
5 4
2 1
5 5
5 5
5 3
4 5
4 4
INFORMATION GATHERING
4 3
2 2
3 3
3 3
1 3
4 4
3 3
4 4
5 4
3 4
3 3
1 1
4 4
3 3
4 4
2 5
2 3
5 3
4 3
3 1
3 3
3 3
4 4
3 5
3 3
4 5
3 3
3 4
3 2
5 5
3 3
5 3
2 2
3 4
1 2
3 3
5 3
5 5
3 3
3 2
4 4
1 2
3 4
3 2
4 4
2 2
3 5
5 5
3 3
3 2
3 3
 5 3 4 4
4 3 3 4
5 5 2 3
4 3 4 3
5 5 3 3
1 1 2 1
3 4 3 3
3 3 4 2
4 3 2 3
2 4 3 2
5 5 3 2
3 3 3 4
3 4 4 4
5 3 2 2
5 5 3 3
5 5 3 3
4 3 4 3
3 4 2 2
2 2 3 3
5 3 3 3
4 4 2 3
5 3 2 3
5 3 2 1
4 3 5 3
4 3 3 2
4 4 3 3
4 3 1 3
5 4 2 3
4 1 3 4
4.01 3.63 3.09 3.10
1.02 1.16 1.01 0.98
overall mean 3.12 overall mean
std dev 0.75 std dev
GATHERING
I want to know more about I compare prices and discouI like to compare the produ I like to review the descri
3 3
1 1
2 4
3 3
2 2
4 5
2 1
3 4
4 5
4 5
4 3
1 1
4 5
3 3
4 4
4 5
3 4
3 5
4 5
2 4
2 3
3 3
4 4
2 5
3 3
4 5
5 3
4 3
3 3
5 5
3 5
2 3
3 4
4 4
2 4
3 3
3 3
3 5
3 3
2 5
3 5
1 1
3 4
4 4
5 3
3 2
3 3
4 5
2 3
2 1
5 5
EVALUATION SOLUTION
5 5
1 3
1 5
5 5
4 2
5 5
5 2
3 4
5 4
5 5
5 4
3 5
4 5
5 5
4 4
5 5
5 5
5 5
4 5
5 4
4 2
4 3
4 4
5 5
4 4
5 5
3 5
4 5
2 3
5 5
5 5
5 5
5 2
5 3
2 2
3 3
3 3
5 3
3 5
5 5
5 5
3 1
3 5
5 5
3 5
2 2
3 3
3 4
2 2
2 2
5 3
 2 5 4 5
2 3 4 4
3 4 3 3
3 5 5 5
4 3 5 3
3 2 4 5
1 4 5 4
4 5 3 5
3 3 4 5
4 2 2 2
2 2 3 5
4 4 4 4
3 3 3 4
3 3 3 2
2 3 3 3
2 4 5 4
4 3 4 4
2 3 2 2
1 2 4 4
3 4 3 3
4 2 3 3
1 1 3 5
2 3 1 3
5 5 5 5
2 2 2 2
2 5 5 5
3 3 5 3
2 1 3 3
5 5 2 5
2.99 3.48 3.79 3.89
1.06 1.24 1.19 1.17
3.06 overall mean 3.72
0.06 std dev 0.22
 PURCHASE PHASE
I usually purchase productsI purchase products/serviceI purchase products/serviceThe product/service I purc
3 4
1 1
2 3
1 1
1 3
3 3
2 3
4 4
3 3
3 3
2 3
1 1
3 3
3 3
2 3
2 2
2 3
2 2
3 3
1 1
1 1
3 2
4 4
2 2
1 1
5 5
1 3
4 5
1 1
4 4
2 3
3 3
3 3
2 2
4 4
2 2
3 3
4 4
3 3
1 2
3 3
2 1
4 3
1 1
2 2
2 3
3 3
3 3
1 1
1 1
3 3
Post-Purchase P
3 4
5 3
3 3
1 3
4 4
4 3
5 3
3 3
4 3
5 4
2 3
3 3
4 3
3 2
4 3
5 3
3 3
4 3
3 3
1 3
2 1
3 4
4 4
2 3
1 1
5 4
3 4
5 4
1 1
4 3
5 4
3 3
3 3
2 1
3 2
3 3
3 3
3 3
3 3
2 3
3 3
2 3
3 2
3 2
2 4
3 3
3 4
3 3
1 1
1 3
3 4
 2 3 4 4
4 2 3 3
4 2 4 3
3 3 3 4
3 3 3 2
4 3 3 3
3 3 3 3
3 1 3 3
3 3 3 4
1 1 2 3
2 2 2 2
3 3 3 3
3 3 3 3
1 3 3 3
5 3 3 3
3 3 3 2
2 3 4 3
1 2 1 3
2 2 4 2
2 3 3 3
2 3 3 3
1 1 3 2
1 1 2 2
2 3 3 3
2 3 2 3
2 2 2 2
3 3 2 3
1 1 1 2
3 4 3 2
2.41 2.56 2.96 2.90
1.06 0.99 1.04 0.77
overall mean 2.65
std dev 0.28
 Post-Purchase Phase
I am satisfied with the pro I have no regrets buying prsocial media advertisement
2 2 4.00
3 3 3.40
3 3 3.60
3 3 3.60
2 3 3.20
3 3 3.60
2 4 2.80
3 4 3.60
4 4 3.40
4 4 4.00
3 2 2.80
3 1 2.20
3 3 4.00
2 2 2.80
3 4 3.60
3 3 2.40
3 3 2.60
2 2 3.20
3 4 3.60
3 3 3.80
1 3 3.80
3 3 3.00
4 4 2.60
3 3 3.20
2 3 3.00
4 4 2.80
3 5 3.20
4 3 3.80
3 2 3.00
5 4 3.60
4 4 3.60
3 2 3.20
2 2 2.80
4 5 3.40
4 4 1.80
3 3 2.40
3 3 2.00
5 4 3.80
3 3 3.20
3 2 3.60
3 3 2.40
2 3 2.20
2 3 3.40
2 3 3.20
5 4 3.60
3 3 1.20
3 3 3.80
3 3 4.40
1 1 3.20
2 2 2.40
3 3 2.80
 3 2 3.60
4 2 3.20
3 4 4.20
4 3 3.20
3 3 3.80
3 5 1.00
3 3 2.80
3 3 3.00
4 4 3.00
2 2 3.20
2 3 3.40
4 4 2.60
3 3 3.00
3 3 3.00
5 3 4.20
2 3 3.80
4 3 2.80
2 3 3.00
3 1 1.60
3 3 3.60
2 2 3.20
3 2 2.80
2 4 3.00
3 4 3.20
4 3 3.00
2 2 2.60
3 4 3.00
3 3 3.20
3 4 2.60
3.00 3.06
0.84 0.86
overall mean 2.99
std dev 0.08
Information Evaluating Purchase Post- Purchase
3.33 4.33 3.33 2.67
1.67 1.67 2.33 3.00
2.67 3.33 2.67 3.00
3.00 4.33 1.00 3.00
2.00 2.67 2.67 3.00
4.00 5.00 3.33 3.00
2.67 2.67 3.33 3.00
3.67 3.67 3.67 3.33
4.33 4.67 3.33 3.67
3.67 5.00 3.67 4.00
3.33 4.00 2.33 2.67
1.00 3.00 1.67 2.33
4.00 4.67 3.33 3.00
3.00 4.33 3.00 2.00
4.00 4.00 3.00 3.33
3.67 5.00 3.00 3.00
2.67 4.67 2.67 3.00
3.67 5.00 2.67 2.33
3.67 4.67 3.00 3.33
2.00 4.33 1.00 3.00
2.67 3.00 1.33 1.67
3.00 3.33 2.67 3.33
4.00 4.00 4.00 4.00
3.33 5.00 2.00 3.00
3.00 3.67 1.00 2.00
4.33 5.00 5.00 4.00
3.67 3.67 2.33 4.00
3.67 4.00 4.67 3.67
2.67 2.67 1.00 2.00
5.00 5.00 4.00 4.00
3.00 5.00 3.33 4.00
3.33 4.33 3.00 2.67
2.33 3.67 3.00 2.33
3.67 4.00 2.00 3.33
1.67 2.67 3.67 3.33
3.00 3.00 2.33 3.00
3.67 3.00 3.00 3.00
4.33 4.33 3.67 4.00
3.00 3.67 3.00 3.00
2.33 5.00 1.67 2.67
3.67 5.00 3.00 3.00
1.33 1.67 1.67 2.67
3.33 4.00 3.33 2.33
3.00 4.67 1.67 2.33
4.33 3.67 2.00 4.33
2.33 2.00 2.67 3.00
3.67 3.00 3.00 3.33
4.67 4.00 3.00 3.00
2.67 2.33 1.00 1.00
2.33 1.67 1.00 2.33
3.67 4.33 3.00 3.33
3.33 4.67 3.00 3.00
3.00 3.67 3.00 3.00
2.67 3.33 3.33 3.33
3.33 5.00 3.00 3.67
3.33 3.67 3.00 2.67
2.00 3.67 3.33 3.67
2.33 4.33 3.00 3.00
3.33 4.33 2.33 3.00
2.67 4.00 3.00 4.00
3.00 2.00 1.33 2.33
2.33 3.33 2.00 2.33
3.67 4.00 3.00 3.67
3.67 3.33 3.00 3.00
2.33 2.67 2.33 3.00
2.67 3.00 3.67 3.67
2.67 4.33 3.00 2.33
3.67 3.67 3.00 3.33
2.00 2.33 1.33 2.67
2.33 3.33 2.67 2.00
3.00 3.33 2.67 3.00
3.00 2.67 2.67 2.33
2.00 3.00 1.67 2.33
1.67 2.33 1.33 2.67
4.33 5.00 2.67 3.33
2.33 2.00 2.33 3.33
2.67 5.00 2.00 2.00
2.33 3.67 2.67 3.33
2.33 2.33 1.00 2.67
4.00 4.00 3.33 3.00
Overall - Hours spent
3.42
2.17
2.92
2.83
2.58
3.83
2.92
3.58
4.00
4.08
3.08
2.00
3.75
3.08
3.58
3.67
3.25
3.42
3.67
2.58
2.17
3.08
4.00
3.33
2.42
4.58
3.42
4.00
2.08
4.50
3.83
3.33
2.83
3.25
2.83
2.83
3.17
4.08
3.17
2.92
3.67
1.83
3.25
2.92
3.58
2.50
3.25
3.67
1.75
1.83
3.58
3.50
3.17
3.17
3.75
3.17
3.17
3.17
3.25
3.42
2.17
2.50
3.58
3.25
2.58
3.25
3.08
3.42
2.08
2.58
3.00
2.67
2.25
2.00
3.83
2.50
2.92
3.00
2.08
3.58