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Camarines Sur National High School

Academic strand

S/Y 2024-2025

The Impact of Social Media Marketing on Consumer Buying Behavior

In the Grade 11 Students of Camarines Sur National High School

S/Y 2024-2025

Mark Josh M. Bulahan

Nikki Shane S. Nebiarl

Gzel Mcgaile Alfred Pancho

Althea N. Salvador

ABM-1

Submitted to:

Ms. Denise F. Lozano

Practical Research 2 Teacher

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presented the review of related literature, related studies, theoretical

framework, conceptual framework, synthesis-state-of-the art, hypothesis, assumption of the

study, gap-bridge of the study, and definition of terms

Effects of Social Media Marketing

Social media marketing has various positive effects on consumer behavior. It allows

businesses to reach specific demographics more effectively, offering promotions and

campaigns that appeal directly to consumers' needs and preferences. A study conducted by

Erdoğmuş and Cicek (2012) highlights that brand loyalty is significantly enhanced when

brands employ strategic approaches such as offering promotional campaigns, delivering

engaging and relevant content, maintaining a strong presence on various social media

platforms, and providing interactive tools or applications. Erdoğmuş and Cicek’s findings

emphasize the importance of tailoring content to consumer interests, such as entertainment,

technology, and humor, which are particularly appealing to younger audiences.

Additionally, in the milk tea industry, Matias, Mendoza, Pacis, and Sales (2022)

highlighted that social media platforms help businesses connect with their target audience and

drive sales through effective digital campaigns. Their study revealed a positive correlation

between social media advertising and purchase decisions (0.648) and an even stronger

relationship with brand awareness (0.670). These findings emphasize that advertisements are
most effective when they enhance familiarity and trust in a brand. Furthermore, brand

awareness partially mediates the influence of social media advertising, making it a crucial

factor in ensuring the success of marketing efforts.

Though social media marketing has lots of positive effects, it also has its negative

effects. Park, Im, and Kim (2020) found that high levels of brand interaction on social media

reduced the perceived uniqueness, quality, and exclusivity of luxury fashion brands. This

phenomenon was attributed to decreased psychological distance between consumers and the

brand, diluting its prestige and core value. The study highlights the risks of excessive social

media engagement for luxury brands, as it blurs the line between high-end and mainstream

offerings. It emphasizes the importance of maintaining exclusivity in digital marketing

strategies to preserve luxury brands' premium image. For brand managers, this serves as a

reminder to carefully balance accessibility and exclusivity in social media campaigns.

Social Media Marketing

Social media marketing (also known as digital marketing and e-marketing) is the use

of social media, the platforms on which users build social networks and share information to

build a company's brand, increase sales, and drive website traffic. In addition to providing

companies with a way to engage with existing customers and reach new ones, SMM has
purpose-built data analytics that allows marketers to track the success of their efforts and

identify even more ways to engage. The study of (Al Kailani & Kumar, 2011). Says that one

of the advantages of internet is that it enables businesses to reach a worldwide customer

population, so that customers can survey, select, and purchase products and services from

businesses around the world. In particular, peer communication through social media, a new

form of consumer socialization, has profound impacts on consumer decision making and thus

marketing strategies. Specifically for online marketing, it was found that customers’ needs for

convenience and social collaboration and the perceived ability of the Internet to realize such

needs positively influence customers’ perceived value (Ko et al., 2005) by increasing

perceived quality and decreasing perceived risks (Chang et al., 2009).

Therefore the study of (Kaplan & Henlein,2010,p61). Social media is ‘‘a group of

internet based applications that builds on the ideological and technological foundations of Web

2.0, and it allows the creation and exchange of user-generated content. The evolution of the

internet where users are no longer just passive consumers of content but can actively create,

share, and interact with digital content. Social media platforms, such as Facebook, Instagram,

Twitter, and TikTok, allow users to generate content, engage with others, and exchange

opinions in real-time.

Additionally social media has many advantages as it helps connect businesses to

consumers, develop relationships and foster those relationships in a timely manner and at a
low cost as Kaplan and Haenlein discovered (2010). In conclusion, social media has

transformed the landscape of consumer buying behavior, providing businesses with

unprecedented opportunities to connect with their target audience, build brand awareness, and

influence purchasing decisions.

Consumer Buying Behavior

Consumer buying behavior is shaped by various factors, including product attributes,

socio-economic characteristics, and purchasing patterns, which influence how consumers

make decisions. According to the study of Raniel Aquino (2016), these factors were explored

in the context of chicken egg purchases in Santa Rosa, Laguna. The study highlights that

consumers prioritize certain attributes when purchasing eggs, such as size, price, color,

cleanliness, and the presence of cracks. These findings emphasize the importance of product

quality and affordability, which are critical considerations for consumers, especially when

purchasing essential goods.

In addition to product attributes, social media marketing significantly influences

consumer behavior, particularly among younger demographics. Sony Varghese (2021)

emphasizes the role of social media influencers in shaping purchase decisions, revealing that

influencers have a significant impact on the buying choices of consumers who are frequently

exposed to influencer endorsements and promotions on their social media feeds. This

highlights the direct effect of influencer marketing on consumer behavior.

consumer decision-making, noting that exposure to ads on social media platforms can lead to

impulsive buying behavior, particularly among younger consumers. This study supports the

idea that social media marketing plays a critical role in influencing the purchasing decisions of

consumers. The findings suggest that frequent exposure to social media ads, which emphasize

product price and quality, can encourage impulsive purchases and shape buying habits among

audiences

Review of Related Studies

The study by Sony Varghese and Mansi Agrawal (2021) highlights the profound

Impact of social media on consumer buying behavior, particularly for complex high

involvement purchases. Their research emphasizes the significance of user-generated content

(UGC) on platforms like Facebook, Instagram, and YouTube, which allow consumers to share

opinions and reviews. This UGC plays a pivotal role in shaping other consumers purchasing

decisions, often carrying more weight than traditional marketing efforts. Social media has

empowered consumers by enabling them to actively participate in discussions about brands,

thereby influencing reputations.

The study also reveals that social media simplifies the buying process for complex purchases

by providing accessible and abundant information, making it easier for consumers to compare

and evaluate options. Additionally, it underscores the need for marketers to understand
consumer behavior on social media to effectively influence purchasing decisions.These

findings directly connect to our research on The Effects of Social Media Marketing Consumer

Buying Behavior. While Varghese and Agrawal focus on the organic

influence of user-generated content, our study expands this by examining how targeted

marketing strategies such as influencer partnerships, sponsored ads, and brand-owned content

affects consumer decisions. By exploring the strategic side of social media marketing, we aim

to build on their insights and offer a more comprehensive understanding of how social media

platforms drive consumer behavior in todays digital Landscape.

The study by Perumal Prasath and Archchana Yoganathen (2018) explores the Influence of

social media marketing (SMM) on consumer buying decision-making (CBDM). The authors

found that social media marketing plays a central role in shaping consumer behavior by

allowing consumers to interact with brands and share experiences, reviews, and

recommendations. This interactive environment not only promotes brand visibility but also

helps marketers influence consumer choices. In the context of our current research on the

"Effects of Social Media Marketing on Consumer Buying Behavior," the findings of this study

align closely with our exploration of how social media platforms influence purchasing

decisions.

The significant relationship between SMM and CBDM supports the notion that consumer

behavior can be shaped through engagement with brands on social media. The focus of the
study on the interactive nature of social media and its ability to provide a space for consumer

engagement—whether through sharing experiences, reviews, or advice—correlates with our

research interest in understanding how digital marketing platforms influence consumer

choices. Moreover, the statistical analysis in the study referenced highlights the power of

social media marketing in shaping consumer preferences, which can be a valuable insight for

research. It suggests that a more integrated and strategic use of social media by companies

can lead to significant changes in consumer behavior, something that can further investigate in

the study by considering additional variables, such as the type of content shared on social

media or the role of influencers.

In summary, the findings from the study by Prasath and Yoganathen provide valuable insights

that can help deepen your understanding of how social media marketing influences consumer

decision-making. The correlation between social media engagement and buying behavior

points to the increasing importance of social media as a marketing tool, which could be central

to the conclusions of our research. As stated by (Falls, D.), Customers can also compare the

cost, quality, features, services, and usability of goods and services provided by various

businesses of the same type using social media. In addition, ( Neupane 2021). The results

imply that emphasizing social networks, social influence, and content marketing can affect

customer purchasing behavior.

Through social media sites like Instagram, Facebook, Twitter, and others, students may

quickly and easily compare the feature of a product, pricing, quality, and other characteristics.
With just a few clicks, consumers can now access a wide range of options, so this comparison

process can significantly influence their purchase selections. Therefore, both of the study

concludes that the social media marketing or digital marketing affects the consumer buying

behavior of a customer based on their own preferences. Furthermore, a study by Zhang (2023),

Social media changes the purchasing styles of the people and makes people more accessible

and more convenient to buy things online.

This statement says that it is much easier and more convenient to buy things online than the

traditional way. This also proves that the social media marketing is impactful when it comes to

promoting a lot of products and businesses.In addition, their research also focuses on the

characteristics of social media marketing like how interactable and convenient it is for the

consumers to purchase products online that will help them to buy quality but much more

cheaper products.

Social media platforms also made it easier to create an interaction between the consumer and

the seller. It is also good that the customers can say their insights or reviews about the products

that they purchased because of the intractability of the platforms or online shopping apps. The

relation between this and the present study is both of the study focuses on how social media

platforms changes the purchasing habits or decisions of the people. According to Bautista et al.

(2019) Integrating social media marketing into businesses today is essential rather than

optional.Their findings showed that social media influences potential car buyers and owners

by increasing their awareness of the Ford brand. That the primary factor affecting brand
awareness among actual and potential customers is the information they acquire from social

media platforms. Their study show how social media marketing helps increase brand

awareness by providing information that influences how potential and actual customers see a

brand. This connects to our study because it highlights how social media can shape buying

decisions. In addition, a study by Rellosa et al. (2023) found that social media marketing

factors customer feedback, communication, content sharing, and customer relationships

collectively affect the sales performance of MSMEs in the creatives Industry. Communication,

content sharing, and customer relationships were found to positively impact sales performance.

While customer feedback did not have a significant effect on sales performance as an

individual variable. Their study focuses on how social media marketing impacts the sales

performance of MSMEs in the creative industry, showing how factors like communication and

content sharing help businesses grow.

This relates to our research as it shows how social media strategies can influence people’s

purchasing behavior. The study by Latif and Calicioglu (2020) shows that various social media

marketing components, including perceptual and rational advertising appeals, can positively

Impact client purchasing intention. These findings suggest that business can boost the

effectively of their advertising appeals by leveraging social media marketing techniques,

which focus on a consumers impression of a product or service, including factors like

entertainment , interaction quality , interpersonal influence, and function. By knowing how

customers engage with and see brands on social media, this may be directly linked to their

purchasing decisions. Our study could look at how aspects like entertainment (like videos,
memes, and interactive material) or interaction quality (like peer reviews, influencer

endorsements, or customer service) affect consumers' decisions to buy.

Conceptual Framework

This part of the research presented the several relevant theories that is used to support this

study.

Figure 1. Conceptual Paradigm

This research used an IPO (Input-Process-Output) model to understand how social media

marketing affects the buying habits of Grade 11 students at Camarines Sur National High

School. The input was data collected from two sources: a survey using Likert scales and

questionnaires. This data covered both the impact of social media marketing and the students'

buying behavior. The process involved analyzing this data using descriptive and inferential
statistics to figure out the relationship between social media marketing and student purchasing

decisions. Finally, the output was a set of recommendations for students on how to make smart

choices when it comes to social media and marketing. In short, the study took information

about social media and buying habits, analyzed it, and then provided helpful advice for the

students.

Theoretical Framework

This part of the research presented the several relevant theories that is used to support this

study.
 Figure 2. Theoretical Paradigm of the Study

The main idea of this study is based on the Media Theory of McLuhan, which says

that social media is a powerful tool for marketing and can strongly influence people what to

buy. The constant stream of images, videos, and ads on platforms like Facebook, Tiktok,

Instagram, and any other platforms can actually influence our desires and purchasing

decisions. To support this main idea, this research also uses three other theories. First, the

Motivation-Need theory of Maslow explains that people are driven to meet their needs,

starting with the most important ones. Second, the Impulse Buying Theory of Hawkins Stern

shows how ads and other things can lead people to buy things suddenly without much thought.

Finally, Psychoanalytic theory suggests that the feelings of people, hopes, and fears play a big

role in their buying decisions. All these theories together help to explain how social media

marketing affects the buying behavior of students. These ideas together help explain how

social media marketing makes students buy things. By understanding these psychological and

social factors, we can better understand how social media marketing influences the choices of

students.

Synthesis of the-State-of the-Art

Social media marketing (SMM) has significantly influenced consumer buying behavior, with

studies highlighting both its benefits and challenges. Erdoğmuş and Cicek (2012) found that

engaging content and promotional campaigns strengthen brand loyalty. Matias et al. (2022)

established a strong correlation between SMM and purchase decisions, emphasizing the role of

brand awareness in building consumer trust. Varghese (2021) and Prasath (2018) demonstrated
that influencer marketing and frequent exposure to online promotions shape consumer

purchasing habits, particularly among younger audiences. However, Park, Im, and Kim (2020)

found that excessive brand interaction on social platforms can reduce perceived exclusivity

and quality, which is particularly relevant for luxury brands. Meanwhile, Rellosa et al. (2023)

emphasized that while it enhances customer engagement and sales performance, customer

feedback alone does not directly impact business growth.

Social Media Marketing and Consumer Behavior has significantly influenced consumers

buying behaviour, with studies highlighting both its benefits and challenges. Erdoğmuş and

Cicek (2012) emphasize that brand loyalty is enhanced when businesses strategically use

social media to offer engaging content, promotions, and interactive tools. Similarly, Matias et

al. (2022) found a strong correlation between social media advertising and purchase decisions,

particularly in the milk tea industry, highlighting how brand awareness mediates consumer

trust and engagement.

Moreover, Varghese (2021) and Prasath (2018) both confirm that influencer marketing

significantly shapes consumer decision-making, demonstrating that frequent exposure to social

media ads increases impulsive buying tendencies. Their findings align with Park, Im, and Kim

(2020), who warn that excessive online engagement may undermine a brand’s exclusivity,

particularly in luxury markets. This underscores the need for brands to balance accessibility

with maintaining a premium image.

(2023) and Falls (n.d.) argue that social media simplifies product comparisons, allowing

consumers to assess price, quality, and reviews in real time. This accessibility has reshaped

consumer habits, shifting traditional purchasing behaviors toward more informed and

digital-driven choices.

Gap-Bridged by the Study

The study by Shrestha et al. (2023) lacks exploration of how social media marketing affects

adolescent consumer behavior. Adolescents are among the most active users of social media,

and because of their high engagement, they are likely more affected by social media marketing

in their buying decisions. Thus, their exposure to trends, influencers, and online content can

significantly influence their purchasing choices. In addition, because adolescents are so easily

influenced by social media, we need to learn more about how marketers specifically target

them. Understanding this is really important so we can create responsible marketing practices

and protect adolescents from being pushed into buying things they don't really need. This gap

is crucial because adolescents are heavy social media users, which makes them a group that

marketers can easily reach and influence. To bridge this gap, our study will focus on how

social media marketing influences the buying behavior of adolescent consumers, specifically

Grade 11 students at Camarines Sur National High School. In this, our research will help

determine how adolescents with very frequent and everyday usage of social media interact

with social media marketing, and what specific marketing tactics are most effective in
capturing their attention. Additionally, our study will explore the ethical implications of social

media marketing on adolescents, particularly how marketers target them and whether these

strategies encourage responsible consumer behavior. This research will contribute to a better

understanding of how social media influences young consumers, helping businesses refine

their marketing approaches while also promoting responsible advertising practices that protect

adolescents from unnecessary or impulsive purchases.

Hypothesis of the Study

Ho. There is a significant relationship between social media marketing and the buying

behavior of Grade 11 students at Camarines Sur National High School.

Ha. There is no significant relationship between social media marketing and the buying

behavior of Grade 11 students at Camarines Sur National High School.

Assumptions of the Study

On the conduct of the study, the following assumptions were considered:

1. The respondents actively use social media platforms and are exposed to various forms of

social media marketing.

2. The respondents provided accurate and honest responses regarding the questions given.

3. The survey effectively captures the relationship between social media marketing and

consumer buying behavior among Grade 11 students.

contribute to shaping the purchasing decisions of students

5. The findings of this research will provide insights into how digital marketing influences the

buying bahavior of Grade 11 students

Definition of Terms

Social Media – Social media refers to digital platforms that allow users to create, share, and

interact with content in real time(Google). This study's use relates to the types of platforms

that are examined and the impact they have on customers' purchasing decisions.

Consumer – Consumer is an individual who purchases goods or services for personal use. As

used in this study, where it pertains to the kind of consumers who use social media platforms

to buy things online.

Business – Business is an organization engaged in commercial, industrial, or professional

activities to generate profit. As used in this study, it pertains to the businesses on the social

media platforms where they are selling goods online and the needs of a consumer.
Social Media Platform – Social media platform is an online service that enables users to

create profiles, share content, and interact with others. As used in this study, different kind of

platforms like Facebook, Instagram, and TikTok provide businesses with targeted advertising

options and engagement tools to influence consumer behavior.

Service – Service is an intangible offering that provides value to consumers through expertise,

assistance, or convenience. Businesses use social media to market services, interact with

customers, and get feedback to enhance the quality of service.

Students – Students are individuals enrolled in an educational institution for learning and

skill development. They are the respondents of the study.

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