GROUP 1

Research Topic:
Influence of Social Media Advertisement in Consumer Behavior
Research Problem:
How does social media advertisements influence consumers’ behavior?

Introduction

Throughout the past years, advertisements have been an essential part of every business

in promoting their products and services to reach their target markets. With the ongoing

modernization, advertisement took a step forward into an even advance state to complement the

developing industry. From the traditional printing form of advertisement such as newspapers and

magazines, it phased into radio and television advertisement and at present, advertisement was

brought to social media platforms. These platforms used for advertisement consumes a

substantial portion of the marketing budget as it becomes the source of information that

influences the purchasing behavior of the consumer. Consumer behavior refers to how people

make purchase decision to fulfill their wants, needs, or desires, and how their emotional,

psychological and behavioral responses influence their decisions. As a result, marketers are

looking for more information on how consumers react to their advertisements. Hence, the

purpose of this study is to determine the influence of social media advertisement on consumer

behavior.

The emerging advancement of technology made the online marketplaces to grow stronger

and more popular. With more people engaging in the internet space, social media advertisements

are also taking a step further to reach the trend and create its own name in the business world.

Google, YouTube, Instagram and Facebook are some social media platforms which consumers
of almost all ages use. Social media became a useful tool for many consumers in making their

own purchase decisions. Since people of 21st century does not have much time to analyze and

critique products physically on their own, social media became a source of information. Through

social media advertisements, consumers obtain information not only about the product being

advertise but also about the business. According to Visa Study (2015), the use of social media

advertisement can influence the consumers in in countless ways during the purchase process,

including the recognition of problems, the seeking of information, the evaluation of alternatives,

the final decision, and post-purchase decisions. Consumer behavior is affected by various aspects

of social media, including knowledge acquisition, views, perceptions, purchasing behaviors,

post-purchase interactions, and assessment.

Every country has their own unique marketing techniques which lead them create their

own unique way of advertising online. Japan places a greater emphasis on media than marketing,

whereas Western culture places a greater emphasis on marketing. Addressing different cognitive

styles between U.S. and South Korean consumers, Jang and Shin (2019) examine the

implications for effective advertising creative in each country. Consumers in the U.S. tend to

think analytically, paying more attention to individual objects rather than the overall product.

This results in more favorable responses to advertisements that feature product ingredients before

the overall product. South Koreans, on the other hand, exhibit a more holistic thinking style in

which objects are connected. They prefer advertisements that feature the entire product before

describing its ingredients. Asian marketers use cute images to draw people's attention when

promoting products and services which affects both content and attractiveness and affects the

attitude and impact of advertising. Japanese advertising attempts to make the advertisement

explosive and captivate individuals in a short period of time (Nuangjamnong, 2021).

 Marketers are able to find innovation and creative solutions in advertising by

understanding the consumers’ purchasing behavior. Countries across the globe focus their

advertisement on the unique selling proposition that their product can offer. In the Philippines,

consumers have a unique buying habit where they traditionally love to buy things which are on

sale and with discounts. The Filipino buying behavior is influenced by various factors such as

family, friends, relatives, colleagues and information from various media. Filipinos love to shop

and they usually look for goods they want to try. Since the internet is very accessible, they are

expose to product and service information on the internet. According to Digital (2022), there

were approximately 82.4 percent of the total population of the Philippines who were active on

social media at the start of 2022. For four consecutive years since 2015, Philippines has been at

the top spot worldwide in terms of the amount of time people spend on social media (Hootsuite,

2020). Filipinos spend an average of three hours and 53 minutes on social media on any device

every day, hence the label ‘social media capital of the world’ (Pablo, 2018; Mateo, 2018).

Filipinos being expose to advertisement due to their scale of engagement with social media can

potentially influence their buying behavior.

This study is important in light of the fact that for an advertiser, focusing on the

utilization of various media stages for publicizing is a problem. These days, the promoting cost

of every medium is exceptionally high and any improper correspondence technique can be a

costly choice. It is along these lines fundamental for publicizing administrators to get the various

notices in the media and their influence on consumer behavior.

Relation to Management Accounting
- Sir diba yung management accounting is about communicating po
yung makakalap nating financial information sa mga managers as
well as sa business po. Sa information na makukuha po natin sa
study na to, pwede po natin matulungan yung management sa
pag gawa ng business decision. About how the use of social media
advertisement influence the purchasing behavior of the consumer
po.
- Ang goal po kasi namin sa study na to is to a concrete information
kung papano natin magagamit yugn social media sa possibility na
makakuha ng positive purchasing behavior from the consumers
po which is ayun din nga po yung goal ng management
accounting.