SOUTHEAST ASIA ISTITUTE OF TRADE AND TECHNOLOGY

LAS PINAS BRANCH

THE IMPACT OF SOCIAL MEDIA PROMOTION TO ONLINE SHOPPING SITES: A

STUDY OF ONLINE CONSUMERS’ BUYING BEHAVIOR
PROPONENTS

MIRANDILLA, DIMPLES KHOLINN R.

MOJICA, STEPHANIE MYREEZ A.

MOSTERA, PRINCESS DIANNE D

ESPINO, CAMILLE HANNAH T.

PAMORADA, ASHLEY SHIN V.

CABRERA, KRIZZA RYZEL I.

ASISTIDO, ACE LENARD O.

SACIL, ASHLEY NICOLE T

BUNYI, JHANELYN MAE L.

BUENA, MA. ANGELICA M.

RAMILO, RAIN AKIRA S.

ACUAR, APRIL GRACE D.

YERE, MARK JOSHUA C.

ORTEGA, GIAN RICK L.

MANAGBANAG, JAMAICA

SABANDAL, AISHA S.

NAVARRO, RUFFA B.

PEREZ, ROSELYN T.

SAMAL, SAMIR A.

CHAPTER 1

INTRODUCTION

According to Fouberg and Murphy (2020), Social media is an internet-based tool that discovers new
items of data, shares ideas, helps in gaining information, and interacts with new people and
organizations (Sajid, 2016). These days, it's modified the manner of communication and creates totally
different platforms for the folks to try to do communication processes in a much easier manner
(Stelzner, 2018). It conjointly helps in flourishing not solely in sharing photos and knowledge however

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conjointly trade and business to realize a better success on an enormous platform (Jara, Parra, &
Skarmeta, 2013)

BACKGROUND OF THE STUDY

The study aims to investigate how social media promotion influences consumer buying behavior to
online sites. Factors such as trust, perceived value, and the role of influencers may be considered in
understanding the impact of social media on consumer choices. Explore the connection between
promotional activities on social media sites and the customer's decision to make online purchases.

Consumers acknowledge the need to buy some products. They usually look up the internet to shop
online, start to search for information about the things that they will buy, look for all the alternatives,
and finally make a purchase that is best suited to their needs (Rangampet, 2015). Before making a final
purchase, consumers are influenced by several factors that limit them before making the final decision,
and this can have an impact on them.

STATEMENT OF THE PROBLEM

This study aims to gather information on the impact of social media promotion on online shopping sites:
A study of online consumers' buying behavior. Specifically, it seeks to answer the following questions:

1. In what ways does social media engagement affect consumer perceptions of online shopping sites?

2. How does social media promotion affect consumer loyalty towards online shopping sites?

SIGNIFICANCE OF THE STUDY

The significance of the study's ways social media influences consumers is that it allows them to gather
information about products and services. The social media platform allows consumers to review,
compare prices, and gain insight into the features and benefits of products and services. Social media
also presents challenges for brands, such as negative feedback and comments about their products.
Brands can now communicate with customers directly, respond to their queries and complaints, and
engage with them in a more personal and authentic way.

In this study, the beneficiaries are the following:

Online consumer- this study will show online consumers how online promotion affects their decision-
making when purchasing products or services.

Online shopping sites- this study provides information about how online promotion affects online
consumers that will help online shopping sites know if their strategies to attract customers are effective
or if they need to improve them.

Future researchers- can use this research as a guide and reference for their studies.

Researchers- will also benefit from this research, as it helps them gain more knowledge about how social
media promotion of online shopping sites affects the online consumer.

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SCOPE AND DELIMITATION

This study focuses on identifying the impact of social media promotion on online shopping sites: A study
of online consumers' buying behavior at the South-East Asia Institute of Trade and Technology, Las Piñas
Branch, for the school year 2023-2024. The specific data and information required for this study will be
sourced and addressed by the selected students from all selected strands.

The study will cover the following social media platforms: Facebook, TikTok, Shopee, Lazada, etc. This
study will be limited to 20–30 participants. The study will not include participants who do not use social
media or those who are not in the age range of 15–25. The research will not consider the impact of
social media promotion on physical stores and will be limited to consumers who are active on social
media and engage in online shopping.

DEFINITION OF TERMS
To make the study understandable, the researcher included the definition of terms for readers, which
will serve as a guide and help them understand the problem the researcher seeks to answer.

SOCIAL MEDIA: is an internet-based tool that discovers new items of data. When consumers and sellers
can interact with each other on this platform, it's a way for individuals to communicate.

PROMOTION: it is a way in which the owners use their products to increase sales, raise public
awareness, and remind people about their products or services. Web-based platforms are a vital hub for
all organizations.

ONLINE SHOPPING: store's during the wave of the COVID-19 pandemic, buying goods or services
through the internet, selecting something, and arranging for its delivery.

BUYING BEHAVIOR: the consumer's attitude and intention, displayed by their preference about the
product.

CHAPTER 2
REVIEW OF RELATED LITERATURE
LOCAL LITERATURE
This study presents how consumers perceive the impact of social media promotion on online shopping
sites. Shopping online is generally defined as the act of purchasing and selling goods over the internet.
The seller's perspective is to persuade and capture the attention of prospective teachers and students to
purchase products and ensure that they are satisfied. Despite infrastructure limitations, there is no
doubt that consumer behavior has been impacted by information technology. Consumers now have
more options for products and services to choose from when making purchases, thanks to the internet.
The primary focus of research on consumer behavior and marketing activities is the sudden, strong, and
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persistent urge to buy something right away. They have tried buying online using a credit card, GCash, or
cash on delivery. They are social media users; the internet has become part of the daily lives of students.
(Legaspi et al., 2018).

According to (Dulay et al., 2022), despite the growing popularity of online marketplaces in the
Philippines, Filipino consumers exhibit varying levels of carefulness in choosing products. The pandemic
has also caused long-term changes in consumers' buying behavior. Findings reveal that Filipino
consumers consider product-related details as the most influential factor in their purchasing decisions.
But there are limitations to purchasing products online; it becomes challenging for consumers to rely on
the product's description, reviews, concerns, and feedback from other selective buyers.

According to (Barasi et al., 2022). They concluded that online shopping was a part of many students'
lives. Their respondents prefer buying products online because it is convenient to use online shopping
and it would save them time and money. Women are the most frequent online shoppers because they
spend more time online. The number of online shoppers has increased for many reasons, including the
fact that they offer a lot of options for the purchased product and a simple and fast payment method
compared to direct sales or purchases. In light of the observations and conclusions made, the researcher
recommends that online platforms can and should consider ways to promote products other than
clothing and pay more attention to the female segments because the results show that women buy
more online shopping compared to men.

The customs, familial structures, interpersonal connections, and values of rural and urban communities
vary. Explain variations in purchasing patterns that impact the dynamics of consumer behavior in rural
and urban areas. Urban customers are more likely to purchase at malls, well-known, expansive retailers,
and establishments with superior client support. Rural consumers exhibit lower levels of brand
consciousness, product innovation, and cost consciousness (Chan, 2016). Considering the variations in
social and economic growth, it's reasonable to presume that their purchasing habits differ. Under rural
marketing, rural advertising may contribute to reducing the growing economic divide between rural and
urban areas. Through their efforts, marketers can connect rural and agricultural businesses to rural
marketplaces in cities (Sarkar et al., 2016).

INTERNATIONAL LITERATURE
The time when online shopping is boosted is the time when COVID-19 is issued or spread, the time when
people can't go outside because of the protocols that need to be followed. Before lockdown, working
from home created the trend of online shopping. Consumers buy online by offering various exciting
discounts (free delivery, buy one, get one). Consumers expressed their preferences or concerns about
the product. This study states that there are some reasons why people are impulsive or why they can't
control their ways of shopping online. The way people shop online depends on their situation; just like
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the spread of COVID-19 or the Corona virus, people can't go outside to buy their needs, so they do it
online, called online shopping. (Sharma, 2020).

According to Elisabeta Loanăs and Ivona Stoica (2014), technology gives consumers the power to
investigate products, label them, criticize them in equal measure, and more. Therefore, many companies
today have pages on social networks to complement the information held about products by the
feedback of consumers about products and tend to relate more to a company after reading various
reviews.

According to Kotler & Keller (2015), for both manufacturers and service providers, the ways in which
customers choose their products and services can be extremely important, as this gives them a
competitive advantage over their competitors in various ways.

According to Qaribu Yahaya Nasid et al. (2021), online shopping is a form of relaxation for individuals
engaged in a busy life. People who are too involved with their everyday operations are unlikely to spend
a lot of time shopping in a physical store. The right choice is to indulge in online shopping. It saves vital
time and resources. Social media helps increase awareness about Nigeria's online films and spread the
word about online shopping services.

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