De La Salle Araneta University

Bachelors in science in Business Management

Salvador Araneta Campus, 303 Victoneta Ave,

Potrero, Malabon, 1475 Metro Manila

Tel: (02) 8330 9128

Greetings in St. La Salle,

The undersigned is a 2nd-year BSBA Marketing Management student of De La Salle Araneta University.

We are undertaking a research study entitled "The Impact of Customer Experience in social media Marketing

on Relationship Quality toward Purchase Intentions". The goal of this study is to better understand students'

spending habits. The primary goal of the study is to determine the elements that influence students' purchasing

decisions.

In keeping with this, the study's instrument will be a survey questionnaire. You are being invited by the

researchers to participate in the research study as one of the "specialists" we considered best for our research

instrument.

Attached is the research questionnaire instrument for face validation and validation remark form.

We anticipate hearing your views and recommendations on how to make the questionnaire instrument

better. We appreciate your response. Thank you.

Respectfully yours,

Kyrie Ellyson JaliJali Kathryn Joy Bradecina Merylle Alcantara Ralph Andrae Magno

DR. SOLOMON OLUYINKA MS. MA. EDWINA ALA MS. MA. EDWINA ALA
Research Class Adviser BSBA Program Chair CBMA, Dean
 De La Salle Araneta University

Bachelors in science in Business Management

Salvador Araneta Campus, 303 Victoneta Ave,

Potrero, Malabon, 1475 Metro Manila

Tel: (02) 8330 9128

The Impact of Customer Experience in social media Marketing on Relationship Quality

toward Purchase Intentions

I. Statement of the Problem

This study examines how social media marketing buying behavior affects customer purchases. Based on their

professional and educational backgrounds, respondents know social media marketing vocabulary and patterns. In

today's business climate, managers understand social media marketing's value. That affects new and repeat

purchases. Social media marketing affects customer attitudes and organizations. To secure purchase opportunities,

stay active online. However, each firm's social media marketing performance assessment methods simplify data

collection. Retail managers received social selling advice. The research study is predicated on the idea that

respondents will provide truthful responses to questionnaires, whose data, once collected, are legitimate and

dependable for correlating. In addition, it is thought that the research study is timely and relevant to the respondents,

and that its output will provide a knowledge base for the question.
 De La Salle Araneta University

Bachelors in science in Business Management

Salvador Araneta Campus, 303 Victoneta Ave,

Potrero, Malabon, 1475 Metro Manila

Tel: (02) 8330 9128

II. Research Objectives

The research aims to provide a deeper understanding of the role of customer experience in social media marketing

and its influence on relationship quality and purchase intention. It also seeks to offer practical insights and

recommendations for companies to enhance their social media marketing strategies and improve customer

satisfaction and loyalty.

1. To analyze the impact of the use of social media marketing on consumer experience.

2. To determine which social media platforms are most used by consumers to make purchasing
decisions.

3. To determine the impact of customer experience in social media marketing. To provide

recommendations based on the research.

4. To provide recommendations based on the research.

III. Research Question

Therefore, the current research paper can be summarized by the following questions.

1. What is the level of agreement on the impact of customer experience in Social Media Marketing?

2. How do the respondents assess the level of agreement in relationship quality and purchase intentions?

3. Is there a significant difference in the level of agreement on the impact of Customer Experience on Social
Media Marketing when the profile is considered?

4. Is there a significant relationship in the level of agreement between Customer Experience on Social Media
Marketing, Relationship quality, and purchase intentions?
 IV. Definition of terms

Buying Behavior - Customer behavior refers to the decisions and actions of individuals or potential customers involved

in the purchase and use of products. It is defined as any action a consumer takes while purchasing a product. Additionally,

the customer's behavior can be positive or negative.

Consumer - refers to a person or group that desires to order or uses commodities, services, or products primarily for

family, personal, social, or home needs unconnected to entrepreneurial or company activities. The word typically refers to

someone who purchases 26 products and services for personal use. It is a person who purchases, consumes, or expends

something. Without consumers, an economy would cease to function.

Purchase Intention - Purchase intent, also known as consumer intent, defines the customers' willingness and propensity

to purchase a product or service from you within a specified time frame. Purchase intent is the likelihood of a consumer

buying a particular product or service. Purchase intent is a dependent variable influenced by several external and interior

variables. Purchase intentions measure the respondent's attitude toward acquiring a product or utilizing a service.

Relationship quality - The positive and negative sentiments about a relationship constitute the relationship quality of an

individual. Relationship quality comprises nurturing, affection, intimacy, well-being, comprehension, validation, concern,

and forgiveness. It is defined as a factor of a higher order that includes trust, commitment, social satisfaction, and

economic satisfaction.

Repeat Purchase - It is when consumers purchase identical products or services to replace those they previously

purchased. Repeated purchases demonstrate a customer's loyalty to a brand and decrease the costs of acquiring new

clients.

Retail Managers - They hold responsibility for every aspect of the daily supervision of retail establishments, including

sales, personnel, inventory, and resource management. Retail management entails being accountable for the successful

operation of a store.

Social Media Marketing - It uses social media sites — on which users create social networks and share information — to

build a company's brand, boost sales, and increase website traffic. Social media marketing (SMM) has purpose-built data

analytics that enables marketers to monitor the success of their efforts and identify additional engagement opportunities.
 De La Salle Araneta University

Bachelors in science in Business Management

Salvador Araneta Campus, 303 Victoneta Ave,

Potrero, Malabon, 1475 Metro Manila

Tel: (02) 8330 9128

QUESTIONNAIRE VALIDATION FORM

Instruction to the validator: Check (✔) the column that corresponds to your assessment of the
questionnaire/instrument to be used in the study of the research by using the guide below:
3: Needs no revision
2: Needs major revision
1: Needs minor revision

Rating
Indicators
3 2 1 Comments (attach additional sheet/s if
necessary

The items in the instrument are stated clearly.
The instrument is engaging enough to motivate participants to
answer and complete it in full.
The responses on the scale demonstrate a reasonable degree of
variety.
The instrument is neither too short nor too long for participants
to complete within the allotted time.
The instrument as a whole meets the necessary research
objectives.
It can be stated that the instruments find a
proper validation in terms of their
placement in the instrument. That stated,
what is worrying to a certain extent is that
there are certain ambiguous items
(pertaining to relationship quality) in the
instrument as attributes like that of relation
and affection tend to get differed from one
customer to customer. It is better to use a
proper set of items which would enable a
clear cut comprehension of ideas for both
the respondents and the individuals
preparing the questions.
This looks like a very good indicator to me
as it enables one to delve deep into the
intricacies associated with the customer
relations and the associated instruments.
The instrument seems to open various other
avenues related to research which is indeed
a very good encouraging sign for different
researchers.
This particular indictor stands out in itself
as it is quite evident from the scale that
there are ample varieties in the scale in
terms of the given options. It is enticing.
I think that there can be some changes
made in this regard as if we consider the
second objective of this particular research
is to determine the impact of customer
experience in social media marketing which
is multifarious in nature. This leads to it

Bachelors in science in Business Management
Salvador Araneta Campus, 303 Victoneta Ave,
The study's variable(s) are represented consistently.
The altered scale is suitable for the item.
The questionnaire should be unbiased and non-directive.
The questionnaire is straightforward, concise, and free of
grammatical problems.
Signature Over Printed Name of Validator
De La Salle Araneta University
Potrero, Malabon, 1475 Metro Manila
Tel: (02) 8330 9128
being problematic in nature. It is advised to
change this indicator to something else so
that there is a clear-cut transfer of ideas.
This looks good in the context of this
research as the variables are connected to
the different ramifications of different
experiences related to customers in a
society. These variables tend to supplement
the inherent aims and objectives of the
research and thus, reiterate the nuances of
the research.
The altered scale appears to be suitable for
this research as the altered scale lends a
fascinating dimension to the overall outlook
of the research. The customer experiences
associated with a market economy get
heightened as a result of the altered scale
used in this research.
This appears to be the most important
indicator of this research as it brings in the
aspect of transparency that is important in
any kind of research. The fact that a non-
directive questionnaire is as vital as the
research objectives is one of the important
requisites that leads to the successful
accomplishment of any research.
Although the questionnaire is
straightforward, concise, and free of
grammatical problems, certain questions
can be written in a shorter way. Shortening
the length would entail a far greater sense of
involvement from various customers.
 RESEARCH QUESTIONNAIRE

Gender:

Age:

Occupation:

Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)

ENTERTAINMENT Likert Scale Source

1 2 3 4 5

ENT 1 I purchased a product on a social media Chen and Lin

online shop because of fun. (2021)

ENT 2 I purchase a product on a social Chen and Lin

media online shop because the (2021)
contents shown are interesting.

ENT 3 Perception of customer skills built in (Tsai et al. 2017)

relationship with a given provider.

ENT 4 I can use the Ecommerce I choose to shop Park, Sung, Son,
for my daily needs. Na, & Kim (2019)

ENT 5 Kim and Ko

Digital marketing is way more engaging and (2020)
exciting than traditional marketing.

INTERACTION Likert Scale Source

1 2 3 4 5

INT 1 I purchase a product on a social media Chen and Lin

online shop because it allows me to (2021)
share its information with others.

INT 2 I purchased a product on a social Chen and Lin

media online shop because it is (2021)
possible to have a conversation/
comment sharing.

INT 3 I purchase a product on a Chen and Lin

social media online shop (2021)
 because it is easy to deliver
my opinion.

INT 4 Congruence between customer and Laud & Karpen

other customers related to the same (2017).
brand.

INT 5 Perception of the extent to which Zhang et al.

providers exhibit novelty in (2019).
interactions.

TRENDINESS Likert Scale Source

1 2 3 4 5

TRN 1 I purchase a product on a social Chen and Lin

media online shop because the (2021)
contents shown are up to date.

TRN 2 I purchase a product on a social media Chen and Lin

online shop because it shows the latest (2021)
product information.

TRN 3 The website design helps me in Muhammad Umar

searching the products easily. Sultan and MD
Nasir Uddin
(2017)

TRN 4 Social media helps me know what the Schutte and

new product is. Chauke (2022)

TRN 5 I purchase products according to the Schutte and

trend. Chauke (2022)

CUSTOMIZATION Likert Scale Source

1 2 3 4 5

CUS1 I purchased a product on a social media Chen and Lin

online shop because it offers customized (2021)
information searches.

CUS2 I purchase a product on a social Chen and Lin

media online shop because it provides (2021)
customized service.

CUS3 Social media the e-commerce I Bilgin (2018)

chose provides interesting and
innovative content.
CUS 4 The social media online shop makes me Hau et al.
respond emotionally. (2021)

CUS 5 I purchase a product on a social media Chen and Lin

online shop because the contents shown (2021)
are up to date.

WORD OF MOUTH Likert Scale Source

1 2 3 4 5

WOM 1 I’m willing to pass along information Chen and Lin

on the brand, product/ services from (2021)
social media to my friends

WOM 2 I’m willing to upload/ repost content Chen and Lin

from the social media online shop on my (2021)
blog or social media/ microblog.

WOM 3 Accumulative variable describing Revilla-Camacho

overall experience of the customer et al (2017)
with the provider

WOM 4 The E commerce social media Bilgin (2018)

account I chose provided the
information I needed.

WOM 5 I intend to recommend social media Choi et al. (2017)

to others.

SOCIAL MEDIA MARKETING Likert Scale Source

ACTIVITY
1 2 3 4 5

SMC 1 The customer will be more entertained by Kim and Ko

the enterprise’s free marketing content (2020)
and will produce social network activity

SMC 2 Customers are able to customize Kim and Ko

information searching by utilizing (2020)
the default search feature,, hashtags,
or direct custom searching services
provided by the enterprise.

SMC 3 Social media is real time and fast, Kim and Ko

allowing customers to get the latest (2020)
 information and trends in
products/services offered by the
enterprise

SMC 4 Social media marketing campaign Kim and Ko

makes it possible to generate direct (2020)
interactions between user

SMC 5 Kim and Ko

Word-of-mouth effects, which includes (2020)
customer willingness to pass along
information seen in enterprise’s social
media to the others

RELATIONSHIP QUALITY Likert Scale Source

1 2 3 4 5

Likert Scale Source

1 2 3 4 5

RSQ 1 The quality of relations is a significant Anastasiei,

factor for a positive relationship Dospinescu
(2017)

RSQ 2 Relationship quality is an essential Anastasiei,

factor to maintain customer loyalty Dospinescu
(2017)

RSQ 3 Intention to participate in Anastasiei,

social commerce Dospinescu
(2017)

RSQ 4 The quality of the information Masri et al.

system has a favorable relation to ( 2020)
satisfaction

RSQ 5 Perceived value also impacts customer Masri et al.

satisfaction and trust.interactions. ( 2020)

PURCHASE INTENTION Source

PRI 1 Media significantly influences me to make Abdolrazagh
purchase decisions.
Madahi &
Inda Sukati
(2017)

PRI 2 Customer satisfaction will have a Waseem Irshad

positive relationship with purchase (2017)
intentions.

PRI 3 Brand equality has a positive relationship Waseem Irshad

with purchase intention. (2017)

PRI 4 Online communities have a positive Bamini et al.

impact on purchase intention. (2017)

PRI 5 The social experience is positively related Amir

to the purchase intention. Nasermoadeli
et al. (2017)