The Impact of Digital Marketing Techniques on Students' Online

Shopping Behavior in Bulua National High School

A QUANTITATIVE RESEARCH

Presented to the Faculty of the

Senior High School of Bulua National High School
Bulua, Cagayan de Oro City

In Partial Fulfillment
Of the Requirements for
Practical Research 2

By
Khent Jhon Bongosia
Rose Marie Sotsesa
Rachel Joy Padong
Wel Jane Alad-ad
Julius Bautista
Jewelle Mae Leal
Juvert Zelwhyn Becera
Clyd Xandee Pablo
Introduction

The impact of digital marketing strategies on customer behavior has grown significantly in the

fast-paced digital environment of today. Students, who make up a growing portion of internet

buyers, are one particular demographic that has attracted a lot of attention in this context. This

study intends to examine "The Impact of Digital Marketing Techniques on Students' Online

Shopping Behavior" and shed light on how digital marketing tactics influence students'

purchasing decisions and behaviors in the context of online retail.

Today, the Internet has made it possible for businesses to take advantage of great digital

marketing opportunities. Businesses can not only advertise their goods and services online by

utilizing a range of digital marketing platforms, but they can also draw in more clients and boost

their return on investment (ROI) by doing so. (Badu-Acquah, Bernard.) (2021).

Digital marketing has developed into a diverse industry that now includes a range of strategies,

including influencer marketing. Influencer marketing places a strong emphasis on using

influencers to spread a brand's message to its target demographic. (Smart Insights 2018)

These strategies are intended to engage customers, improve brand recognition, and eventually

increase sales. The degree to which these tactics affect students' online purchase behaviors,
however, needs more research. For marketers and educational institutions looking to customize

their approaches to this group, understanding this influence is essential.

Studying consumer behavior is essential because it enables marketers to understand the

factors that affect consumers' purchase decisions. (Joseph John, Jose Prabhu 2020).

In order to evaluate the effects of digital marketing strategies on students, the findings from this

study will make use of a variety of data collection tools, such as survey forms and data analysis

of online shopping activity. This study intends to offer important insights into the connection

between digital marketing and students' online shopping behavior by examining important

variables such students' awareness of digital marketing methods, their engagement with online

adverts, and their purchasing decisions.

Statement of The Problem

This study aims to determine the impact of digital marketing techniques on students’ online

shopping behavior.

The research seeks to answer the following:

1. Demographics

1.1 Strand
 1.2 Gender

1.3 Age

2. What types of digital marketing techniques are commonly encountered by students at Bulua

National High School while engaging in online activities?

3. To what extent do students at Bulua National High School engage in online shopping

activities?

4. How do digital marketing techniques affect the online shopping behavior of students?

Hypothesis

Null Hypothesis (H0): There is no significant impact of digital marketing techniques on students'

online shopping behavior in Bulua National High School.

Conceptual Framework

Conceptual Framework illustrates the expected relationship between your variable. It

defines the relevant objectives for your research process and maps out how they come together

to draw coherent conclusions (Swan and George, 2022)

Independent Variable Dependent Variable

Digital Marketing Techniques

 Online Shopping Behavior of

Students

Figure. 1 Conceptual Model Showing the Parameter of the Study

In this research, there is only one independent variable identified: digital marketing

techniques. On the other, there is only one dependent variable considered which is the online

shopping behavior of students. This research applied the Correlational research design.

Theoretical Framework

The Theory of Planned Behavior assumes that individuals act rationally, according to their

attitudes, subjective norms, and perceived behavioral control. These factors are not necessarily

actively or consciously considered during decision-making, but form the backdrop for the

decision-making process. In other words, people may not articulate a particular attitude, but it

may nonetheless influence their decision-making.(Azjen, 1991)

The Howard Sheth Model is a sophisticated integration of the various social, psychological, and

marketing influences on consumer choice into a coherent sequence of information processing. It

aims not only to explain consumer behavior in terms of cognitive functioning but to provide an

empirically testable depiction of such behavior and its outcomes (Howard 1977).
Significant of The Study

This study was conducted to redound to the benefit of both academia and industry by shedding

light on the transformative impact of digital marketing techniques on students online shopping

behavior at Bulua National High School. In an era where the digital landscape is rapidly

evolving, the insights garnered from this research hold substantial significance

Educational Institutions. This study offers valuable insights to educational institutions

regarding the impact of digital marketing on student behavior and preferences, aiding them in

comprehending the evolving landscape of student conduct.

Marketers. Marketers and businesses targeting students can use the research findings to

enhance their digital marketing approaches for more effective engagement with this specific

demographic.

Consumer Behavior. The study's insights into how digital marketing influences students' online

shopping behavior contribute to the broader field of consumer behavior research, illuminating

the role of digital channels in shaping purchasing decisions.

Policy Development. This research has the potential to influence the development of

educational policies and guidelines related to student internet usage and exposure to digital

marketing. This could result in improved protection and education for students in this context.

Future Researchers. The study's outcomes can lay the groundwork for further investigations

into the realm of digital marketing and its effects on various demographic groups, potentially

leading to more customized marketing strategies in diverse scenarios.

Scope and Delimitations

This research focuses on the impact of digital marketing techniques on students online

shopping behavior. This is conducted during the first semester of school year 2023-2024. The

survey will include at least 80 respondents from Bulua National High School, with personal

information limited to age, gender, name, and strand.

This research key limitation is its small sample size and a statistical gathering, which may not

reflect to the whole population of Bulua national High School students. However, the limited

background of the respondents may not be given through for the respondents safety.

Definition of Terms

Behavior - The observable response or reaction of an individual.

Customer - the individuals and businesses that purchase goods and services from another

business.

Digital Marketing - marketing that uses electronic devices.

Fast-paced- Moving or changing rapidly.

Goods and Services - output of an economic system.

Influence - The capacity to impact and motivate actions regarding decisions, ideas, and

ideologies using social media platforms.

Influencer Marketing - collaboration between popular social-media users and brands to

promote brands' products or services.

Marketing Platforms - online software or solution that help digital marketers manage their

digital marketing activities.

Online Retail - a business or individual sells retail products and services through online stores.

Tactics - a plan for using online channels to establish an internet presence and achieve specific

marketing objectives.