Republic of the Philippines

Department of Education

Cordova Catholic Cooperative School

Cordova District

Cordova, Cebu

“SOCIAL MEDIA: INFLUENCES ON STUDENTS’

CONSUMERISM”

A Requirment of the Course Presented By:

Grade 10 St. Mark

S.Y 2021-2022

By:
Angel Nuj Brigoli

Lorielle Mae Pamaylaon

Cid Jacerrein Mondragon

Godwin Fox Gasco

Eduardo II Rabadon

1
 Clark Anthony Paran

TABLE OF CONTENTS

TITLE PAGE……………………………..……………………………………….1

TABLE OF CONTENTS…….……………………………….…………………...2

ACKNOWLEDGEMENT ………………..……………………………………….3

RATIONALE ……………………………………………………………………..4

STATEMENT OF THE PROBLEM ………………………………………………4

DISCUSSION ……………………………………………………………………..5-8
-Theoretical and Conceptual Framework

SURVEY QUESTIONAIRE………………………………………………………9-10

RESEARCH METHODOLOGY……..………….………………………………11-12

DATA SUMMARY …………………………………...……………....…………13-15

DATA ANALYSIS AND RESULTS ……………………………………………16-21

CONCLUSION OF THE STUDY……………………………..………………….22

REFERENCES…………………………………………..…………………………23.

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 ACKNOWLEDGEMENT

Inspiration and motivation have always played a role in the success

of this study. We would like to express our gratitude to the people behind

this success:

First of all to the whole research team, Goup 5, each one of us had

put effort in the process. The ideas we have had shared in order to build

up the right flow of conducting the study.

To our parents, who understand us why we are always on our

phone doing our research. For cheering us up and motivating us to keep

on going despite the hardships we are facing.

To our friends, for keeping us feeling lively and keep on reminding

us to rest and never let ourselves be drown and to take care of our mental

health.

To the participants of our survey, for giving us their time

answering the questions as much as they could and as honest as they

could. You are the way reaching our aims in this study.

To our Practical Research Adviser, Mr. Jeffrey Arong for guiding,

helping and teaching us from the very start. For keeping the atmosphere

light without any pressure.

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 RATIONALE

The firms all throughout the world are constantly looking for new ways to catch the attentions of the
consumers. Few decades ago, the different fundamental components of marketing are televisions and
print advertising. In the current situation, social media advertising increase more than the traditional
marketing. The use of different social media platforms has become an essential part of creating and
maintaining the advantage of reaching consumers. Social media websites have become the center of
information distribution on products including the production, brand and the methods on how to shape
the consumer behavior (Muntinga, Moorman & Smit, 2011).

According to the Cambridge dictionary, social media can be defined as websites or computer programs
that allow people to communicate and share information on the internet using a computer of cell phone.
According to this definition, companies are increasingly making use of social media in order to market
their goods and products. There are a lot of platforms used when it comes to social media. It includes
Facebook, Twitter, Youtube, Instagram, Shopee, and Lazada. These platforms are most known
nowadays.

Social media is not only used to chat with your friends and family or meet up people anymore. In the
past years, it became a place where people, school/government and other organizations interact with
each other. The presence of social media has not changed the choices of buyer’s decision. Before, one
of the marketing strategies is the word of mouth which people tell others about their experience in
purchasing a product. Now, people can do it with the use of social media platform by sharing their
recommendations and evaluation of the products. A study from Cambridge University prove that
consumers believe other people’s opinions when they share it on social media. It means that
consumer’s behaviors are not influenced by other people around them. They believe more on what is
posted on social media.
In order to understand the impact of social media on buying choices of consumer, it is very important
to understand and know the different social influences and their importance to able reach the essential
goal of this study. Social media is the most used platform nowadays that enable to share and edit
content to public. Therefore, people take claims about what they think and believe to the content
they’ve read on the certain platform they use. Social influence is the reason why people are more
responsive to customers online reviews and recommendations. The main objective of this research is to
measure the different marketing tool used in social media platforms that impacts the buying choices of
the consumers

STATEMENT OF THE PROBLEM

This study is design for us to examine how social media affected the buying choices and what are the
factors that motivates the 65 online consumers to shop through social media platforms.

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 DISCUSSION

The emergences of social media have become the new trend in 21 st century. The information’s that we
gather from internet have started influencing the different aspects of consumers buying choices. The
impact of the social media on buying choices of consumer nowadays is increasing. Information that
people get from social media has improved the ability of consumers to make a better decision making
on buying choices (Aksoy and Cooil, 2006), it has opened new opportunities for information search
(Jepsen,2007). The impact of internet really varies on the various stage of decision-making. At first, the
internet supported only the information search stage (Karimi,2013), but in the recent trends in social
media, online decision aids have extended the internet’s influencing role to all the decision stages.
According to Punj (2012), the essential difference in decision-making between offline and online can
be attributed to the technology available online, including access to the varied sources of information
and decision aids, which have the potential to help the buying choices quality of the consumers.

According to Mangold and Faulds (2009), social media enables firms to communicate with their
customers and also allows their clients to communicate with each other. By having communication, it
help builds relationship between the firms and their customer and have loyalty to their brand. Several
of consumers use social media for the benefit of immediate access to information about the certain
product at their convenience (Mangold and Faulds, 2009), helping them to decide their buying choices
or to know more about the products or brands, when and where they want (Powers et al., 2012).
Through social media platforms, companies can increase positive word of mouth, It will enabled
through a two-way communication that allow the companies to influence the purchase decision of a
consumers (Nolcheska 2017). One of the examples are given by Goh et al. (2013) and Xiang and
Gretzel (2010). That online consumer reviews have been shown to have big impact on product choice
and purchase behavior by consumers (Yayli and Bayram, 2012). According to eMarketer (2013), firms
have adopting social media for various marketing strategy and activities.

Theoretical and Conceptual Framework

Online Social Network Theory

Online social networks such as Facebook, Instagram, Twitter, YouTube, Tiktok, and etc. are
where individuals create their public profiles to share their knowledge and experiences. They post
information about themselves and use it as a means of communicating to their friends, family and love
ones. The use of social media as managing customer relationship has become one of the successful
electronic marketing strategies (Cheung & Lee, 2010).
Web today isn’t only a data access tool, it also has become a tool to interact each other, which is
utilized by people to share and exchange ideas, feelings, and information. Consumers behavior can
change once buyers cooperate with each other especially on terms of sharing their opinion about the
certain product. (Heinrichs, et al, 2011).

5
 There are two factors that influence viral marketing. It includes the role of influencer and
network externalities. The role of the influencer is to drive more people towards your products or
services. Consumers trust more the recommendations made by their favorite influencers. Brands can
use this to influence purchase decisions of a consumer (Subramani & Rajagopalan, 2003). Online
social networks have become more credible and relevant information source than direct information
from the seller or companies. Therefore, consumers more seek products through the use of online
networks. (Bernoff & Li, 2008). Consumers enjoy spending their time more on social media and
interact with their friends and family about the different products or services they experienced. The
experienced shared via online have an impact on consumers’ purchasing decision ( Evans, et al, 2009).

Consumers’ Purchase Decision Behavior Theory

Consumer behavior is defined as “the study of how people make decisions when they make a
purchase, helping businesses and marketers capitalize on these behavior by predicting how and when a
consumer will make a purchase. This theory will help identify what influences these decisions, as well
as highlight strategies to proactively manipulate behavior. Consumers’ physical and social environment
have a big influences on consumers purchase decision and can make a huge difference in their desire
and motives for product purchase (Blythe, 2008). One of the important dimensions in consumer
behavior is social time, which means “ the time in relation to social process and rhythms and schedules
in society such as working hours, opening hours, eating hours, and other institutionalized schedules.”
( Solomon, et al, 2010, p68-69)

Every day, consumers make a lot of decision in their daily life. Consumer behavior is not just
analyzing the consumers purchase decision, consumers interaction and experiences associated with
purchasing is a part pf behavior as well (Schiffman, et al, 2008). The communication situation where
the consumers receive an information about the product (reviews and recommendations) has a big
impact on their purchasing decision behavior (Hawkins & Mothersbaugh, 2010). The central part of
consumer behavior is consumers’ decision making. There are 5 steps of the EBK model.

Problem
Recognition

Information Search

Alternative
Evaluation

Purchase

Post-Purchase
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Figure 1 Consumer decision-making process (EKB Model, 1968)
Problem Recognition- It is the first step of making a decision in purchasing. The consumer recognizes
a problem which needs to be solved in order for them to be satisfied. Basically, the consumer is looking
for a solution to resolve a feeling of discomfort. There are different factors that affect problem
recognition step such as social factors, cultural factors, reference groups, and environmental factors
(Hawkins & Mothersbaugh, 2010).

Information Search- It is the second step of making a decision in purchasing. It is a process which the
consumer gather all the information available about possible solutions. The larger the purchase
decision, the longer the process will take especially when it comes about the info about the product like
features, price, ease of use and etc. Nowadays, online platform is effectively involve in purchase
decisions process. Internet has become an important tool for information tool. (Hawkins &
Mothersbaugh, 2010).
Alternative Evaluation- The third step of evaluation process is too long. Most consumers have a list
of criteria that the solution must meet, and as a marketer you must know exactly what is on the list. In
this stage, consumers consider which alternative would meet their need (Blythe, 2008).

Purchase- This is the fun step in decision making. It is when the consumer has made up her/his mind,
and has no longer a problem. The product being purchase can be influenced by the information
gathered from different sources in the internet Hawkins & Motherbaughs, 2010).

Post-Purchase- It is when the decision make becomes important. In this stage they will be able to
know how well the choice worked out. The consumers start to compare their perceptions of the product
with their expectations (Kardes, et al, 2011).

Word of Mouth Theory (George Silverman, 1970)

The theory of word of mouth refers to the oral communication between two people, the
listener and the speaker. The speaker who is sharing the deep meaning about the product, the brand and
the service. The listeners role in this theory is only believing the speaker/sharer about their experience.
WOM is also described as an engagement of consumers about positive or negative communication of

an outcome of satisfaction or dissatisfaction experiences from their purchase (Evans, et al, 2009). This
type of communication is more reliable form of marketing and can be efficient tool up until now. Past
research has shown that WOM has more impact than traditional marketing (Katz & Lazarfeld, 1955).
Social influencers of WOM can directly change people’s feelings, actions, or behaviors the moment
they share about the certain product or services (Huang, Boh, & Goh, 2011).
Nowadays, There is also called an Online Word-Of-Mouth. It is a communication that is done through
online social networking sites such as blogs, online discussions forums, virtual communities, rating/
reviews, recommendations and etc. (Goldsmith, 2016). This allows consumers gather and obtain
information from variety of groups not only from the people they know (Ratchford, et al, 2001). There
is a survey that has done by ACNielson (2007) found that consumers are more relied on online
opinions for their decision making in purchasing something. According to study by Li, Bernoff,
Pflaum, & Glass (2007), 50% of adult online users of social networks share and tell about their opinion
of the products they like.

7
 Conceptual Framework

Using social media as reference of information

regarding the product

Online Social Network Consumers Purchase Word of Mouth

Theory Decision Behavior Theory Theory

Role of influencer Purchasing Experiences

To identify the buying choices of consumer.

Other affecting factors that influence

consumers’ buying choices.

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 SURVEY QUESTIONAIRE

THE INFLUENCE OF SOCIAL MEDIA ON BUYING CHOICES OF

CONSUMERS

Good day, we are the Group 5, Grade 10 St. Mark from Cordova, Catholic, Cooperative, School. I am
inviting you to participate in a research study entitled “SOCIAL MEDIA: INFLUENCES ON
STUDENTS’ CONSUMERISM”. The purpose of this study is to determine how social media affects
the buying choices of consumer and its factors that motivate to shop

NAME:_____________________________ AGE:______________

GENDER:
 Male
 Female

Do you use social media?

 YES
 NO

SOCIAL MEDIA Strongly Disagree Agree Strongly

Disagree Agree
I often spend my time on social
media.
I trust information I find in
social media
Seeking information was easier
than I expected.
I use social media for shopping
online.
I have confidence in using the
information that I’ve found in
social media.
I search for the price for the
product in social media because
it matters to me.

9
CONSUMERS Strongly Disagree Agree Strongly
PURCHASE DECISION Disagree Agree
I often purchase products with
the influence of social media.
Influence of brand name on
purchasing decision
Online consumers reviews
affects my buying choices
The price of the product affects
my buying choices.
Influence of quality on purchase
decision
Influence of product features on
purchase decision

WORD OF MOUTH Strongly Disagree Agree Strongly

Disagree Agree
Endorsement by friends
influence my buying choices
Recommendations of family
members influence my buying
choices
Endorsement regarding online
group are useful to me
Online influencer or vloggers
affect my buying decision
I purchase online based on
other people’s experience
I trust what my friends and
relatives says about the online
brand information

10
 RESEARCH METHODOLOGY

This study covers through a questionnaire survey which determines whether or not they had used social
media in their buying choices or decision-making. Those who answered “No” were automatically
specified as no social media group and for those who answered “Yes” will be further asked to specify
how much social media helped them on their buying choices. This includes sampling procedure, data
collection technique and analysis.

Sampling Procedure

The sampling procedure that was used for the study is for purposive sampling method. It is a process
that the researchers will decide their respondents of the study in order to gather their responses from
respondents. The technique will be used at the same time with data collection and questionnaires.

Data Collection Technique

The questionnaires made by the researcher will be answered by the respondents through Google Forms.
The questionnaires were issued to respondents. The questionnaires contain questions by ticking the
right answer out of other choices provided. The research-made questionnaire was preferred as the
technique to draw out information from respondents. This will allow the researcher to make
comparison of views on issues about this study.

The questionnaire corresponds to 4 point-likert scale.

4 Strongly Agree 3 Agree

2 Disagree 1 Strongly Disagree

In determining the respondent’s perception, the researcher calculated the weighted mean score of each
statement in the questionnaire. Below is the parameter of limits that were used:

4- 3.50- 4.00 - Strongly Agree

3- 2.50-3.49 - Agree
2- 1.50-2.49 - Disagree

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1 – 1.00-1.49 - Strongly Disagree

Data Analysis Method

Data analysis is a method of converting the data collected from respondents about the information
through summarizing data into charts. After the collection of data, the results were analyzed with the
use of the Statistical treatment and the result will be shown in the tables with the corresponding
percentage. This will help to aid quick comparison of statistical data shown. Charts will be helped to
clearly complex problems and reveal facts which is the goal of this study.

Research Instrument

The research instrument is consisted of three parts. Part I of the research instrument consists of the

items which gathers online consumers. A researcher-made questionnaire will be made to be

answered by the respondents through Google Forms. The questionnaire will focus on respondents

personal view on how social media impacts their buying choices. Part II of the research instrument

consists the answers sheet of the respondents. After the data collected from the respondents, the

data collected will be presented through charts with the corresponding percentage. The last part

will show the data treated through weighted mean. Part III is the tool that will be used to get the

scale and measurements being utilized in the questionnaire. In this part, the respondents are given

close-ended questions with possible answers to tick.

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 DATA SUMMARY

The first part of the survey shows the usage of the social media in online shopping. It
determined how respondents trust and have confidence in social media by shopping online.
For the statement, “I often purchase products with the influence of social media”, 2.81 of
the respondents shared that they often buy products because of what they see on social media.

STATEMENTS WEIGHTED INTERPRETATION

MEAN
1. I often purchase 2.81 Agree
products with the
influence of social media.

Along with that, the online consumers comment about the product or also known as product
review/rating affects their buying decisions. Most of the respondents answered “AGREE” on
this statement.

3. Online consumers 3.2 Agree

reviews affects my
buying choices.

Furthermore, the quality and the features of the product really affects the buying decisions of
the online consumers. Most of the respondents agreed that quality and product features is one
of the things that they consider when purchasing online.

5. Influence of quality on 3.2 Agree

purchase decision.
6. Influence of product 3.07 Agree
features on purchase
decision.

13
 The next part of the survey involved interpreting the data by identifying the differences of
each data. The average weighted mean of the calculated result on each statement factor is 3.06
interpreted as Agree.

Average Weighted 3.06 Agree

Mean

The second part of the survey contains statements about the Consumer Purchase Decision.
This part determined how respondents has influenced by the social media. It was determined
that the first statement with the lowest weighted mean 2.81 which is “I often purchase
products with the influence of social media”.

STATEMENTS WEIGHTED MEAN INTERPRETATION

1. I often purchase 2.81 Agree
products with the
influence of social media.

And furthermore, the statement with the highest weighted mean 3.07 which is the “Influence
of product features on purchase decision”.
6. Influence of product 3.07 Agree
features on purchase
decision.

The next part of the survey involved interpreting the data by identifying the differences in
each statement. The average weighted mean of the calculated result on each statement factor is
3.05 interpreted as Agree.

Average Weighted Mean 3.05 Agree

14
The third part of the survey contains the statement about the Word of Mouth. The WOM is not
only done personally but it can also be done through online. This part of survey is determined
how WOM affects the buying choices of the consumer.
The statement with the lowest weighted mean is 2.4 which is the “Online influencer/vloggers
affects my buying decision”.

4.Online 2.4 Disagree

influencer/vloggers
affects my buying
decision.

And furthermore, the statement with the highest weighted mean is 2.70 which is “I trust what
my friends and relatives says about the online brand information”.

6.I trust what my 2.70 Agree

friends and relatives
says about the online
brand information.

After each statement were determined, most of the respondents agreed that they trust what
their friends and relatives says through online about the brand information about the product
than online influencers or also known as vloggers. The average weighted mean of the
calculated result on each statement factor is 2.61 interpreted as Agree.

Average Weighted Mean 2.61 Agree

15
 DATA ANALYSIS AND RESULTS

This chapter dwells on analysis and interpretations of data gathered on the field. The purpose
of data analysis and interpretation is to transform the data collected into credible evidence of
the study.

Questionnaires were issued out to 65 online consumers.

2.2 Demographic characteristics
Table 1: Survey response on Gender
Gender Frequency Percentage (%)
Male 45 69.2 %
Female 20 30.8 %
Total 65 100%

Table 1 above shows that 45 respondents representing 69.2% are made up males and 20
respondents representing 46% are made up of females.
Table 2: Survey response on Age
Age Frequency Percentage (%)
15 y/o 14 21.9%
16 y/o 18 28.1%
18 y/o 9 14.1%
19 y/o 6 9.4%
20 y/o 2 3.1%
21 y/o 4 6.3%
22 y/o 2 3.1%
24 y/o 2 3.1%
25 y/o 1 1.6%
26 y/o 1 1.6%
27 y/o 1 1.6%
30 y/o 1 1.6%
31 y/o 1 1.6%
35 y/o 1 1.6%
Total 65 100%

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Table 2 above shows the common age level who shops online. 16 years old is the highest age
who shops online who has 18 respondents representing 28.1%. Followed by 15 years old who
has 14 respondents representing 21.9%.

Followed by 18 years old who has 9 respondents representing 14.1%. Followed by 19 years
old who has 6 respondents representing 9.4%. Followed by 21 years old who has 4
respondents representing 6.3%. The rest of ages is 2 respondents representing 3.1% and 1
respondent representing 1.6%.

Table 3: Survey on using Social Media

Social Media Frequency Percentage (%)

Yes 65 100%
No 0 0
Total 65 100%

The table 3 shows that 65 respondents representing 100% uses social media.
1.2 Survey about Social Media
Figure 1.1 Social Media

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RESULTS

Table 4: Influence of Social Media

STATEMENTS WEIGHTED MEAN INTERPRETATION

1. I often spend my time 3.18 Agree
on social media.
2.I trust information I 2.83 Agree
find in social media.
3. Seeking information 3.10 Agree
was easier than I
expected.
4. I use social media for 3.2 Agree
shopping online.
5. I have confidence in 2.95 Agree
using the information
that I’ve found in social
media.
6. I search for the price 3.12 Agree
of the product in social
media because it
matters to me.
Average Weighted 3.06 Agree
Mean

The table above based on the survey about considering the use of “social media in online
shopping”. As seen in the statement from 1 to 6, it has a weighted of 3.18, 2.83, 3.10, 3.2,
2.95, and 3.12 with an interpretation of Agree respectively. Means that all of the respondents
agreed that they spend their time on social media and use it for online shopping, find social
media easier in terms of searching information as well as the price of the product.

18
 The next step is interpreting the data by identifying the differences in the data gathered. The
average mean of the calculated result on each statement is 3.06 interpreted Agree on its
frequency.

1.3 Survey about Consumer Purchase Decision

Figure 1.2 Consumer Purchase Decision

RESULTS
Table 5: Influence of Consumer Purchase Decision
STATEMENTS WEIGHTED MEAN INTERPRETATION
1. I often purchase 2.81 Agree
products with the
influence of social media.
2. Influence of brand name 2.83 Agree
on purchasing decision.
3. Online consumers 3.2 Agree
reviews affects my buying
choices.
4. The price of the product 3.2 Agree
affects my buying

19
decision.
5. Influence of quality on 3.2 Agree
purchase decision.
6. Influence of product 3.07 Agree
features on purchase
decision.
Average Weighted Mean 3.05 Agree

The table above shows the survey about the “Consumers Purchase Decision on Social
Media”. As seen in the statements above, it all reach the limits of interpretation of Agree
respectively. It clearly shows that most of the online consumers purchase online with the
influence of social media and the brand, also the price, reviews quality and features of the
product affect their buying choices. The statement above clearly shows the lowest weighted
mean with 2.81 which is “I often purchase products with the influence of social media”
and the highest mean is 3.07 which is “Influence of product features on purchase
decision”. The overall weighted mean is 3.05 interpreted as Agree on its frequency.

1.4 Survey about World of Mouth

Figure 1.3 Word of Mouth

20
RESULTS
Table 6: Influence of Word of Mouth

STATEMENTS WEIGHTED MEAN INTERPRETATION

1. Endorsement by friends 2.7 Disagree
influence my buying
choices.
2. Recommendations of 2.66 Agree
family members influence
my buying choices.
3.Endorsement regarding 2.55 Agree
online group are useful to
me.
4.Online influencer/vloggers 2.4 Disagree
affects my buying decision.
5.I purchase online based on 2.69 Agree
other people's experience.
6.I trust what my friends and 2.70 Agree
relatives says about the
online brand information.
Average Weighted Mean 2.61 Agree

The table above shows the survey about how the “Word of Mouth influenced the buying
choices of the consumers”. As seen in the statement above numbers 1 and 4 with a weighted
mean 2.7 and 2.4 which result Disagree. Meaning that the endorsement by friends and
vloggers doesn’t influenced their

buying choices. And the rest got the limit interpretation of Agree. Clearly shows that the
recommendations of family members and online groups motivates them to shop online. They
also consider other people’s experience

in purchasing something online and most of the online consumers trust what their friends and
relatives says about the brand information.
It was determined that the statement with the lowest weighted mean 2.4 which is “Online
influencer/vloggers affects my buying decision”. And the statement with the highest mean is
2.69 which is “I purchase online based on other people’s experience”.

21
The average weighted mean of the calculated result on each statement is 2.61 which is
interpreted Agree on its frequency.

CONCLUSION

This chapter is structured into the conclusions of the study for online
consumers and sellers that may wish to market their target audience by using
social media.

Conclusions of the Study

The study was conducted to assess the influence of social media on buying
choices of consumers. At the end of interpreting data, the study revealed that
most of the respondents are active user of social media and they spend most of
their time on it. It also revealed that they use social media on in seeking
information and online shopping. In addition, respondents also indicated that
when social media is used in shopping, it is observed that 100% online
consumers agreed that they often purchase online with the influence of social
media and the brand name of the product. Other factors that influence their
buying choices is the reviews, price, quality and the features of the product. It
is also revealed that with the use of word of mouth in different aspect of
communication influence their buying choices such as recommendations from
friends and family members, online group endorsements, other people’s
experiences and most of all they trust what their friends and relatives say
about the brand information.

22
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