WESTBRIDGE INSTITUTE OF TECHNOLOGY INCORPORATED, SAN

MATEO RIZAL BRANCH

EFFECTIVENESS OF SOCIAL MEDIA MARKETING ON STUDENTS

BUYING PREFERENCES IN WESTBRIDGE INSTITUTE OF TECHNOLOGY,

INC.

Prepared by

Davis Christine Keith Lumabas, Vince Chester Bone, Erica Jean

Barnuevo, Abegail Dajes, Danlie Paloca, Riane Joy

Zamudio, Maria Fe Sandab, Zainab Gaviola, Jamaica

Fernandez, Alexsa Delfina, Mikaela Revilla, Arabelle

Orbe, Aaron James Garcia, Mianne Lee Guligado, Danbert

Camo, Aicelle Anne Cayabyab, Emmanuel

 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

When it comes to buying our needs, we always have to go another

places to have our preferences, and it becomes more hassle to us and also

will cost us a lot. And because of that some people make a way to get our

preferences in easier way and less cost for us. As more and more students in

Westbridge Institute of Technology, Inc. use social media platforms such as

Facebook, Instagram, Twitter, and TikTok, businesses have begun to

recognize the potential of social media marketing to influence customers'

buying preferences.

The effectiveness of social media marketing on students buying

preferences in Westbridge Institute of Technology, Inc. can be analyzed by

examining a range of factors, such as the type of social media platforms used,

the content and messaging of social media marketing campaigns, the

frequency and timing of social media posts, and the level of engagement with

customers on social media. By understanding these factors, students can

develop effective social media marketing strategies that resonate with their

target audience and drive sales.

There is a lot of social media platforms use was when doing Online

Marketing such as Facebook, Instagram, and Tiktok. It is the way of people

buy and sell their products in easier way. Even though there negative effect

such as scamming, wrong products, it is still use because this is the easiest

way to get their needs.

 On top of that social media marketing platforms, literary plays a huge

role in our life. It is effective to us because we can communicate to other

people and get our preferences in easier way.

The researchers conducted this study to determine the effectiveness of

social media marketing in students when buying their preferences.

BACKGROUND OF THE STUDY

In this era of the tremendous growth of the internet social media sites

have become very important to the youth. The acceptance, usage and

popularity of social media has grown tremendously in the last few decades in

well-developed countries and developed nations in the world. This is projected

to grow even more in the coming years (Ashley & Tuten, 2015).

The emerge of social media marketing platforms user is further more

increasing, sellers starting to be active to their platforms to engage the

potential buyers prior to promote their products or service.

The study’s claim can offer valuable insight into how Westbridge

Institute of Technology, Inc. firms who wish to benefit from social media

marketing might use the findings. Additionally, it helps broaden the corpus of

knowledge regarding digital marketing.

The goal of the study is to ascertain how Westbridge Institute of

Technology, Inc. consumers’ purchase preferences are influenced by social

media advertising. It will specifically examine the many social media platforms

that local companies use, the content and strategies they use in their

campaigns, and the ways in which these elements influence consumer

preferences.
 THEORETICAL FRAMEWORK

This was influenced by one key theoretical conception. Chaffey’s Theory

of Social Media Marketing (2002), In order to promote positive customer

engagement with a company and its brands and generate commercial value,

it is important to monitor and facilitate customer interaction, participation, and

sharing through digital media. Conversations can take place on a business

website, social media platforms, and other external websites.

Social media marketing is a crucial aspect of online marketing that

involves engaging customers on websites, Facebook, Tumblr, and Twitter. A

blog or forum can also be used for this.

An important subset of computerized advertising is online networking

showcasing, which includes enabling customer communications on a

business’s own website as well as social media accounts like Facebook,

Twitter, online journals, and online discussions.

CONCEPTUAL FRAMEWORK

INPUT PROCESS OUTPUT

 The assessed
 Data Gathering effectiveness of
 Scamming
on Students having Social
 Quality
Profiles and Media Marketing
 Convenience
Survey Responses on Students
Buying
preferences in
Westbridge
institute of
Technology Inc.

FEEDBACK
STATEMENT OF THE PROBLEM

Research paper aims to know the effect of the new social media

marketing on customers buying preferences in Westbridge Institute of The

Technology, Inc.

1. What problems can encounter on social media marketing?

 Scamming

 Quality

 Convenience

2. Benefits of Social media marketing on students?

3. What recommendation can be made based on the findings?

SCOPE AND LIMITATIONS

The purpose of this study is to determine the effectiveness of social

media marketing on students buying preferences in Westbridge Institute of

Technology, Inc. It will utilize only the available social media platforms in the

Philippines and will be used for the whole part of the experiment. The study

will only focus at how efficiently social media marketing affects student’s

purchasing preferences in Westbridge Institute of Technology, Incorporation

using different platforms like Facebook, Twitter, Instagram, and TikTok.

Social media marketing will utilize the interaction between the customers

and sellers on social media platforms which is intended to be used for

increasing sales and promoting your products.

 In this study, the researcher will identify the effectiveness of social media

marketing on Student’s buying preferences in Westbridge institute of

technology, Incorporation however, concerning customer behavior will not

involve in the study.

SIGNIFICANCE OF THE STUDY

The study will be significant to online seller in showing the importance

of veritable social media presence aimed at convincing the consumers about

their product quality. From this research, the following will benefit:

To the Student

The study will be significant to the students to improve the ability to

judge trust and trustworthiness, purchase decision, and appropriately analyze

data in order to uncover popular platforms.

To the Online Sellers

The study will be significant to online sellers by allowing them

understand the importance of marketing through social media platforms and

building consumer trust therein which instigates their preferences before

buying products.

To the Influencers

The study will be significant to Influencers by promoting the product

through YouTube, Tiktok and Instagram.

To the School Admin

 The school admin can gather insights on students’ preferences,

behavior, and engagement with marketing campaigns. this data can be used

to make informed decisions, refine marketing and optimize future campaigns

to better align with students' buying preferences.

To the Future Researchers

This study will give them relevant ideas about the Impact of social media

marketing on consumers’ purchasing preferences.

DEFINITION OF TERMS

Buying preferences - are expectations, likes, dislikes, motivations and

inclinations that drive customer purchasing decisions and they complement

customer needs in explaining customer behavior.

Marketing - is to get people interested in the products or services of a

company and process of exploring, creating, and delivering value to meet the

needs of a target market in terms of goods and services.

Social media - platforms are a very effective tool for reaching a big number of

people in a short period of time by publishing advertisements, and they can

help you advertise your products or brands to potential buyers at the correct

time.

Effectiveness - The level to which anything succeeds in yielding the intended

outcome; success.
 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

The use of social media as a marketing tool has become increasingly

popular among businesses due to its ability to reach a wide audience and

engage with customers. in recent years, there has been a growing body of

literature on the effectiveness of social media marketing on students buying

preferences. Here are some key studies that are relevant to the topic of

effectiveness of social media marketing on students buying preferences in

Westbridge institute of technology, Inc.

FOREIGN LITERATURE

According to (Disha et al., 2023), the purpose of this exploratory study

is to perform a systematic evaluation of previous research on the idea and

many facets of social media marketing and its impact on customer behavior.

The study provides a brief overview of social media, social networking sites,

social media marketing, and consumer behavior as well as the connections

between these concepts and consumer behavior in general, young consumer

behavior, and female consumer behavior as part of the review.

(Bayne et al., 2013), this study intends to provide light on Facebook's

role in social media marketing. Facebook is frequently used as a marketing

tool, yet there is no concrete proof of this use. In a campus recreation setting,

this study looked at the effect of social media marketing on college students.
 Bandara (2021), in recent years, social media advertising has evolved

into the mainstay of the marketing strategies of the most successful fashion

firms. Since social media has taken off, the majority of fashion stores have

begun to see the advantages of leveraging these platforms to build brand

value.

(Asma et al., 2018), social media marketing influences the consumer's

intentions to purchase. This is because of effective social media marketing

influencing the perception of the consumer which has an impact on their

buying behavior.

(Ibrahim et al., 2021), Social media marketing (SMM) is a new field

that involves the marketing of goods, services, information, and ideas via

online networks and social media. Drawing on the stimulus-organism-

response framework, this study aims to examine how social-media- marketing

activities (SMMA) affect brand loyalty, brand trust, and revisit intention

(returning to the same place in the future) for coffee shops in Northern

Cyprus.

LOCAL LITERATURE

(Cayaban et al., 2023), Fast fashion is a favorite among Filipino

customers since it is readily available, relatively affordable, and stylish.

People still make purchases despite the water constraint and fast fashion's

disposal problems. Researchers conducted a study to identify factors

influencing fast fashion purchases made by Filipino consumers using the

combined theory of planned behavior, elaboration likelihood model, and

hedonic motivation due to the lack of consumer awareness of sustainable

fashion consumption.

(Astoriano et al., 2022), Digital marketing is undoubtedly one of the

most effective marketing techniques used by the great majority of

organizations and corporations in existence today. Due to its geographic

reach, this method gives them the resources they need to market their goods

to a far wider audience. Additionally, because the information is tailored to the

needs of the customer, it might help to improve ties with them. In the current

study, the researchers aimed to understand how digital marketing impacts

Filipino consumers' buying intentions and customer involvement.

(Aguilar et al., 2022), a type of marketing known as social media

marketing makes use of social media websites to advertise items and brands.

One of the social media channels that student-run small enterprises utilize to

inform and entice clients is Facebook. This research intends to examine how

social media marketing has affected the brand performance of the students'

modest internet companies.

(Alcaraz et al., 2022), Due to various factors, the number of start-up

firms is constantly increasing. Social media is vital for promoting businesses,

especially in this age. It helps companies to improve communication

efficiency, foster creativity, and provide helpful information, among other

things. Social media advertising is known for its low costs; hence it enables

start-ups to launch various promotions that increase purchase intent. This

study aims to know if several advertising factors, including uniqueness, clarity,

and interactivity, influence a customer’s purchase intention and understand a

significant relationship between these.

Era (2022), Companies now adapt to the rising social media trend

because of the significant implications of social media influencers (SMIs) as

brand endorsers. Scholars recommended examining the principal traits that

allow SMIs to influence purchase intention instead of peripheral

characteristics (eg, number of followers). This manuscript uses the social

learning theory (SLT) to examine the influence of the advertising effectiveness

of an SMI on the consumers’ purchase intention towards the fresh poultry

brand of a Philippine poultry integrator. Source credibility, source

attractiveness, product matchup, and meaning transfer represent advertising

effectiveness. Consumer attitude is a proposed moderator on the relationship

between advertising effectiveness and purchase intention

FOREIGN STUDIES

According to Husain and Sakib (2016), A deeper understanding of

online customers is now at the forefront of marketers as social media

marketing has gained more attention and momentum recently due to being a

more effective and affordable approach to reach customers. When it comes to

social media marketing, young people or, more specifically, students, are the

most frequent users of social media nowadays.

Sankar (2019), the study shows how important social media is in

influencing students' purchasing decisions in a favorable way. The study's

findings indicate that social networking sites like Facebook, Instagram, and

Twitter have a significant impact on students' purchasing decisions. A model

that modifies students' purchasing patterns toward favoring particular products

and age groups by utilizing the most effective social media and buying

behavior equation will also be the most effective instrument for reaching

consumers and promoting goods.

(Bentley-Steyn et al., 2019), the most often used social media site for

this purpose is Facebook, which ranks sixth on the list of information sources

checked. As a result, social media is a strong contender among the marketing

and communication methods a university might employ to sway a prospective

student's decision about where to study. For university marketers and

communicators, the research on these Generation Z potential university

students' use of social media and their information needs when exploring

higher education institutions can be quite insightful.

(Abdel et al., 2021),The main objective of this research was to analyze

the influence of digital marketing on purchasing decisions. The research was

guided by specific aims; to evaluate numerous digital marketing platforms in

Jordan that can affect the purchasing decisions and identify product

categories purchased by customers on digital media platforms.

Parmar (2019) Presently, the dominance of social media over the

young population’s life is so powerful that they have become social media

addicted. The popularization of social media has prompted a marketer to

promote a brand using social media to woo the target audiences. Talking

about this research, the present study has been set out to understand the

opinions and perception of young consumers about social media marketing.

LOCAL STUDIES
 According to Arellano, (2021), The lives of Filipinos were significantly

impacted by the internet and social media. In many facets of their lives,

people use social media extensively. As a result, the majority of businesses

provide their goods and services online. Businesses now employ a variety of

marketing methods in an effort to entice customers to make purchases.

Before making a final selection, some Filipinos frequently research potential

purchases using a variety of online channels. That stated, what Filipinos see

and hear affects their buying behavior, which has a big impact on consumer

behavior.

(Sumague et al., 2022), The study investigated the impact of social

media marketing on the perceptions of e- shopping customers in the City of

Santo Tomas, Batangas, Philippines. Specifically, the study aimed to

determine its impact on the perceptions of e-shopping customers as to online

visibility, social media engagement, social media integration, social media

activities, and social media experience. Moreover, the study also identified the

important factors on how social media marketing can be more effective.

Lastly, the researchers proposed marketing strategies relative to the findings

of the study.

Jacinto and Pintado (Consumers are the kings of markets. No business

enterprise can operate without the presence of the consumer, and with the

advancement of technology, consumers tend to make countless decisions in

purchasing with the use of social media. This study aims to evaluate the

influence of social media marketing on consumer buying behavior, particularly

among Panabo City citizens who mostly use social media websites to

purchase products and services. The study utilizes a nonexperimental

quantitative research approach, combining correlational and regression

techniques.

(Alano et al., 2022), Consumers are the kings of markets. No business

enterprise can operate without the presence of the consumer, and with the

advancement of technology, consumers tend to make countless decisions in

purchasing with the use of social media. This study aims to evaluate the

influence of social media marketing on consumer buying behavior, particularly

among Panabo City citizens who mostly use social media websites to

purchase products and services. The study utilizes a nonexperimental

quantitative research approach, combining correlational and regression

techniques.

Miseda (2012), This study seeks to find out the effectiveness of Social

networking sites (SNS) advertisements among college going students. For the

purposes of this study, effectiveness is measured by products awareness,

purchasing intent and brand loyalty. The findings should be able to

demonstrate that SNS advertisements have a positive effect on all three. The

literature review has concentrated on information that clearly shows that

traditional media is facing certain challenges when it comes to reaching youth

populations. This challenges narrow down to issue such us measuring

viewership and audience segmentation or targeting.

 CHAPTER 3

METHODOLOGY

RESEARCH DESIGN

This study aims to determine the effectiveness of social media

marketing on customers buying preferences in Westbridge Institute of

technology, Inc. The researchers will use Quantitative Descriptive approach to

have an outline to answer the research questions and also to conduct the

data gathering procedure. The answers of the participants in the survey

questionnaires will be collected, analyze and will be examined statistically.

Snowball Sampling Technique was used in the data collection which research

participants are asked to assist researchers in identifying other potential

subjects. To achieve the goals, it will focus on the analysis of the data to be

gathered by the researchers. The data to be gathered from the survey will find

( 1 ) problems that might encounter in social media marketing ( 2 ) the impact

of social media marketing on student's buying preferences ( 3 ) things that

business owners should consider in doing social media marketing.

In conclusion, the main purpose of this study is to examine the benefits

of social media circumstances on marketing for online sellers in Westbridge

Institute of technology, Inc. by using a quantitative research.

RESPONDENTS OF THE STUDY

The respondents in this study are students in Westbridge Institute of

Technology, lnc. A total of 30 students responded to the survey. The subject

were students since they are the ones who are mentioned in this research

study.

RESEARCH INSTRUMENT

In order to answer the research problem in this study, the researchers

create survey questionnaires. The questionnaires consist of questions based

on the statement of the problem. While developing the questionnaires, the

researchers followed step by step process.

The respondents will be given time to answer each statement, and

then every response will be measured, analyze and cite by the researchers

unbiased to gather all the data needed in the study.

DATA GATHERING

The researcher multiplied the questionnaire to the number of copies

sufficient to accommodate all the respondents. At the same time, the

researcher will secure to conduct study from the office of the school. After
such, permission is secured, the researcher will administer personally the

survey to the target participants of the study. It was during the delivery of the

letter and of the copies of the instrument that the researcher explained the

details to help the respondents accomplish the questionnaires. The

questionnaires were retrieved on the same day when they were answered.

The results of the retrieved copies of the questionnaire were tabulated. Then,

the data were analyzed and interpreted through the use of the most

appropriate statistical procedures.

STATISTICAL TREATMENT OF DATA

After gathering the questions and answers from respondents, each

answers will be counted to have a final computation for our survey.

We as researchers, we are responsible for counting each of answers. Equally

and fairly reckoning the votes.

To summarize the count of votes we prepare some formula:

TOTAL OF RESPONDENTS:

RESPONDENTS WHO AGREE:

RESPONDENTS WHO DISAGREE:

PERCENTAGE OF AGREE RESPONDENTS:

PERCENTAGE OF DISAGREE RESPONDENTS: