Camarines Sur National High School

Accountancy, Business and Management (ABM)

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

Gzel Mcgaile Alfred Pancho

Althea N. Salvador

Nikki Shane S. Nebiar

11-ABM-1

Submitted to:

Ms. Denise F. Lozano

Practical Research 1 Teacher

BACKGROUND OF THE STUDY

Introduction

Consumer behavior is a multi-faceted discipline within the social sciences that

examines the actions, needs, desires, and attitudes of individuals when making

purchasing decisions. According to Raorane and Kulkarni (2011), Consumer behavior

involves understanding how products, services, experiences, and ideas are selected, used,

and discarded by individuals, groups, or organizations.

This research specifically explores the impact of social media marketing on

consumer buying behavior, which has become a significant force in shaping modern

consumption patterns. As social media platforms increasingly influence consumer

decisions, understanding how these platforms affect purchasing choices is essential for

businesses seeking to tap into new markets.

Consumption behaviors are not only shaped by direct needs but also by

emotional and social factors, such as peer influence, brand identity, and the desire for

status. By analyzing these factors, businesses can tailor their marketing strategies more

effectively, ensuring products resonate with target audiences. Moreover, understanding

the psychological triggers that drive purchasing decisions—whether through targeted ads,
influencers, or user-generated content—allows businesses to enhance customer

engagement and foster brand loyalty. For companies, insights into consumer behavior are

crucial to designing products that align with consumer expectations, optimizing pricing

strategies, and ensuring effective communication with customers across various channels.

This deeper understanding of consumer behavior is indispensable for businesses striving

to remain competitive in a dynamic marketplace.

It is important to forecast consumer to judge behaviour because, understanding

customer loyalty will improve Customer Relations Management (CRM). The customers

model building process is been helped by consumer behaviour and it helps in the

evaluation of the investments associated with CRM. Furthermore, it will aid in increasing

customer acquisition success rates, increasing profits, and establishing competitiveness

(Qiu, Lin, & Li, 2014).

Consumers are now engaged in a variety of electronic activities such as

blogging, chatting, gaming, and texting, as a result of the growth of social media.

Consumers can access social networks over the Internet, collect information and advice

and marketing firms have a new medium to communicate with consumers through the

rapidly expanding social media, particularly in developed countries (Ola and Reem,

2018). With the increasing internet availability, companies have had to adapt their sales

strategies to cater to online demand. Social media has become a useful platform for

businesses to promote their products and services, especially targeting young people.

This research analyzed the impact of social media online consumption of the students,
using questionnaires distributed among them. The results showed that social media

platforms and electronic word-of-mouth recommendations significantly influenced their

online behavior.

Social media networks have become the new paradigmatic medrum of the 21st

century for businerses to exploit and further impact on their consumers purchasing

behaviour. Almost half of 400 million active Facebook users log on every day and spend

more than 500 billion minutes a month on the Imarnet and virtually every company now

uses social media to extend their corporate marketing strategy, particularly in retail

marketing (Chukwu & Lama, 2014).

Social media marketing (SMM) is one of the ways to promote a business,

increase brand visibility, boost sales, and draw more people to your website. It's more

than just posting online, it involves creating a strategy, interacting with your customers,

and looking at the results to make your efforts even better. Social media marketing is the

contemporary style of marketing as it concentrates on opening new horizons for

marketers in order to promote a product or service as compared to conventional media. In

recent times, consumer behavior and satisfaction has become an important asset for any

organization to attain its position in the market and to increase its profitability. For this

purpose, organizations are employing social media technique. According to (Prasath and

Yoganathen, 2018), it is evident that companies are employing social media marketing in

order to interact with. Social media marketing shifts the focus of company from the
consumer to the marketer, giving them new tools to engage with customers and creatively

incorporate them into business.

Therefore, marketers nowadays needs to know how social media has affected

people, especially the purchasing habits of the teenagers. When it comes to promoting a

product or a service, social media marketing is the modern approach because, in contrast

to traditional media, it focuses on giving marketers new opportunities. In the current

business environment, happiness and behavior of the customers have become critical

resources for every company looking to gain market share and boost profitability.

Businesses are using social media as a tool for their aim.

Social media marketing has become a crucial part of running a business today.

By understanding how it works, using its advantages, and dealing with its difficulties,

companies around Naga City, Camarines Sur, is a thriving hub for various businesses,

ranging from local enterprises to national corporations. It is home to a number of

manufacturers, particularly in the food and beverage industry. It is also a popular tourist

destination, known for its historical landmarks, religious sites, and cultural events. The

tourism industry of the city supports a variety of businesses, including hotels, restaurants,

travel agencies, and souvenir shops.

The influx of both local and international tourists throughout the year contributes

significantly to the city's economic growth and development, providing opportunities for
both new and established businesses. Many business professionals today use social media

platforms to promote their businesses. It helps their business to thrive more in the

business industry. By posting their business on social media platforms, they managed to

attract a lot of teenage customers. These social media platforms provide an effective way

to connect with a larger audience, especially the younger generation, who are more active

online. Through regular posts, promotions, and interactive content, businesses can create

a strong online presence, enhancing visibility and attracting potential customers. Social

media also allows businesses to engage with their customers in real time, fostering

relationships and increasing customer loyalty. With the right approach, businesses can

turn online interactions into real-world transactions, ultimately contributing to growth

and success in the competitive business industry. By tapping into social media, businesses

in Naga City can expand their reach, strengthen their brand identity, and attract a steady

flow of customers, ensuring their sustainability in an ever-evolving market.

STATEMENT OF THE PROBLEM

This study aims to evaluate the effects of social media marketing towards the

buying behavior of Grade 11 Students of Camarines Sur National High School for the

school year 2024-2025. Specifically, the study seeks to answer the following questions

1. To what measures do social media advertisement affects the purchase decision of

Grade 11 students?
2. How does social media marketing influence the purchasing decisions of Grade 11

students?

3. How does the frequency of exposure to social media marketing corelate with the

purchasing habits of Grade 11 students?

4. What types of social media platforms influence the buying behavior of Grade 11

students the most?

5. How do social media advertisements influences the purchasing choices of the Grade 11

students compare to traditional advertisements

SCOPE AND DELIMITATION

This research is mainly centered on establishing the impact of social media

marketing on the purchase intention of Grade 11 students of Camarines Sur National

High School for 1st semester of the academic year 2024-2025. It seeks to assess the role

that these social media platforms (Facebook, Instagram, TikTok among others) play in the

buying decisions with regards to awareness, interest, and purchasing volition of the

students.

The study will involve the administration of a interview among a target group of

30 Grade 11 students coming from General Academic strand (GAS), Humanities and

Social Sciences (HUMMS), Science, Technology, Engineering and Mathematics

(STEM), Accountancy, Business and Management (ABM), Arts and Design Track

(ADT), and Technical-Vocational-Livelihood Track (TVL), in order to understand their

consumers preferences or choices, product preferences and generally their consumers

behavior. Consequently, reaching only the targeted Grade 11 students, and not the other

year level and students of other schools.

The effects of communicating with consumers through social media marketing

only, apart from any other form of marketing like the use of media or peers or even

personal finances. For them, it is the school year 2024-2025, thus giving it time-bound

nature for this specific period only. It is imperative to understand that this research will

not require a detailed investigation of specific products or brands; instead, this study will

focus on the overall consumers buying behavior as affected by social media marketing as

seen by the students.

This version draws working and hence effective demarcation of the scope of the

study in as much as it defines what the study will not cover

SIGNIFICANCE OF THE STUDY

This study analyses how social media marketing affects consumer buying

behavior of Grade 11 students of Camarines Sur National High School for the School

Year 2024-2025. Therefore, the result of this study will be useful to the following persons

and entities:
 Students: This study will give them a clear view of how social media marketing

affects their purchasing decisions, which will let them know why they spend the way they

do, helping them to be more thoughtful in their purchasing decisions.

Parents and Guardians: This study will highlight to parents and guardians how

social media affects their children when it comes to making purchases, allowing them to

understand their purchasing decisions and protect their children from manipulative social

media advertisements.

Marketing Professionals: This study will help marketing professionals

understand the effectiveness of various social media platforms when it comes to the

purchasing decisions of the high school students. Thus, knowledge of these trends would

enable businesses to target that segment more effectively. This may facilitate better

marketing strategies that suit young consumers.

Policy Makers and Consumer Protection Agencies: Findings from this study

could be used by policymakers to create better regulations on social media marketing

targeted at younger audiences, protecting students from manipulative advertising

practices.

Future Researchers: This study will be a valuable source for future researchers

who will be exploring similar topics. It can also open the door for more research on how

social media marketing affects different age groups or situations.

Chukwu. BI. & Uzoma, IC. 2014). Impact of social media networks on consumer patronage in

Nigeria: A Study of Jumia and Kongs Nigeria Limited. European Journal of Business and

Management, 6(30), 63-72. Accessed 27th April 2021

Ola, H. N., and Reem, B. Z. (2018). Social media and its impression on consumers behavior

during their decision-making process. American Scientific Research Journal for

Engineering. Technology, and Sciences (ASRJETS), 76-85.

Prasath, P., & Yoganathen, A. (2018). Influence of social media marketing on consumer buying

decision making process. SLIS Student research journal, 1(1), 1-12.

Qiu, J., Lin, Z. & Li, Y. (2014). Predicting customer purchase behavior in the e-commerce

context. Electronic commerce research, 15 (4), 427-452.

Raorane, A. & Kulkami. R.V. (2011). Data mining techniques: A source for consumer behavior

analysis. A Preprint arXiv, 1109.1202.

the future.