JOURNAL OF UNDERGRADUATE RESEARCH IN

BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

The Influence of Social Media Marketing towards Filipino

Buying Behavior

Arellano, Gwyneth Moira S.

Email: [email protected]
Institute of Accounts, Business and Finance
Far Eastern University – Manila

Leonor, Angelica Coleen D.

Email: [email protected]
Institute of Accounts, Business and Finance
Far Eastern University - Manila

Palmares, Christine B.
Email: [email protected]
Institute of Accounts, Business and Finance
Far Eastern University - Manila

Santos, Karen Kaye DC.

Email: [email protected]
Institute of Accounts, Business and Finance
Far Eastern University - Manila

This publication is licensed under a Creative Commons — Attribution-NonCommercial 4.0 International —

CC BY-NC 4.0

Website: https://wakelet.com/@BATamaraw252

Abstract

The internet as well as social media had a massive impact on the lives of Filipinos. People spend a
significant time on social media in all aspects of their lives. Therefore, most businesses extend their products
and services on online platforms. Nowadays, different strategies with concern in marketing are performed by
businesses in order to attract consumers to make purchases. Some Filipinos usually use various internet
platforms to evaluate potential purchase decisions before making a final decision. With that said, what
Filipinos see and hear influences their purchase patterns, which has a significant impact on their purchasing
habits. This research is about the study of the influences of marketing of social media to the buying behavior
of Filipino consumers. The researchers utilized a qualitative research method in this study. A focus group has
been done to explore the participant’s experience towards the aspect of their purchasing decision. Purposive
sampling was applied as a sampling strategy in order to select participants following a certain criterion which
are students, employed and parents. The conclusion has revealed that there has a direct influence of social
media marketing strategies on consumer buying behavior, specifically among Filipinos. The researchers
recommended performing quantitative research for future research.

Keywords: Buying behavior; E-commerce; Filipino consumer; Social media marketing.

1 BM 1102│ENM 1207│MGT 1101│MKTG 1106

 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

1. Introduction

The internet and social media have been significant to the lives of the Filipino
people. Social media is a technology that allows people to collaborate or share information
(Dollarhide, 2021). It can provide real time exchange of information through the help of
the internet. As a matter of fact, data shows that the Philippines ranks one of the highest in
the most time spent online despite the fact that the internet connection is often slow and
unstable (Digital Marketing Institute, 2021). Due to the emerging market trends and
technological advancement, online platforms had evolved to become business and
marketing channels. Furthermore, because of the recent economic changes, many
traditional businesses had to adapt to e-commerce and social media marketing to remain in
the competition.

Nonetheless, social media has given opportunities for businesses to grow and
reduce cost. Also, because of social media, it became easier for businesses to connect with
their customers and it was also easier for businesses to influence their customers. The top
social media sites used for commerce and marketing in the Philippines are Facebook,
YouTube, TikTok, Instagram, and Twitter (Malig, 2021). In terms of e-commerce, Lazada,
Shopee, Carousell, Zalora, and Facebook Marketplace are the top five leading platforms
(Prosperna, 2022). Moreover, during the pandemic, it was noticeable how Filipinos
became inclined with social media in terms of their purchasing behavior. It is not new that
Filipinos are easily influenced by trends as they love connection and recognition. It also
became a habit or interest for many Filipinos to share their best and worst purchases
online. Due to these online activities, it is easier for businesses to analyze market demands
and increase brand recognition. As for the Filipino consumers, it became more convenient
to stay connected. This makes social media equally beneficial for both consumers and
businesses.

Social media has a profound effect on people's lives. It plays a significant role in
the world because people spend vast amounts of time using social media in every aspect of
their lives. The use of social media is steadily increasing. As it does, it exposes enterprises
to both risks and opportunities (Effing et al., 2016). That is why social media presence or
strategy is a vital aspect to every company as it gives a distinct perspective than traditional
media which has a profound impact on society. It is an expression of curiosity, personality,
and self-awareness, an aspect of human experience that is fundamental and innate to
people. The emerging media platforms' structural features and advanced applications
provide customization of different strategies that companies could maneuver for them to be
more palatable to consumers and potential consumers (Gündüz, 2017).

Below are some evident strategies that companies are using to enhance their social
networking sites:

2
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

● Celebrity/Influencer endorsement - celebrities or influencers put their names on the

line by endorsing a product because they guarantee that the product, they are using is safe.
But people should always remember that each person is different from one another which
means the effectiveness of celebrity/influencer endorsement is spontaneous depending on
the credibility of the endorser, the product, and many other factors (Freire et al. 2018).
Some of the known products with endorsers are Sting - Alden Richards & Andrea
Brillantes, Jollibee - Maja Salvador, Birch Tree - Liza Soberano, and many more.

● Online Advertising - such as pop-ups, sponsored ads, video ads are unconventional
types of advertising platform or tool. It has significant ramifications for consumers
worldwide. As online advertisements are constructed on an interactive medium that might
supervise people's online lives. In a sense, it affected consumer attitude or behavior to
online purchase and self-identity because ads are designed on what the persons looking for
in online sites (Lin et al. 2016). Some of the prominent sponsored advertisments platforms
are Facebook, Instagram, Google and many more.

● Pinoy Baiting - Filipinos are known for their hospitality because they always
warmly welcome foreigners who visit the Philippines. Filipinos are also passionate people
whether it is about a beauty contest, talent shows, or any type of event where a Filipino
takes the limelight abroad, Filipinos’ take the Pinoy Pride extremely seriously. That is why
Pinoy Pride becomes an opportunity or a strategy for outsiders to take advantage of
(Franco, 2021). It is as if foreigners who are in need of viewership use Filipino themed
videos about their culture or traditions to gain more audience from the Filipino community.
Some examples of this are reaction videos, exaggerated compliments, and many more.

● Free Trial - Affiliate marketers and companies use free trial tactics to exploit their
products to consumers. It could have a positive or negative effect on the company as it is
favorably correlated with its sales, whether the consumers will subscribe to their platforms
or will not subscribe after the trial version of it. As reflected by high ratings, free
application leads to increased premium version sales, as it already gives strong exposure to
the public eyes (Liu et al. 2014). Some of the example products are YouTube, Netflix,
Spotify and many more.

In accordance with Smith (2016), consumer behavior pertains to a study of in what

manner people and companies acquire and use goods and services. Every individual has
their own preferences when it comes to purchasing products, as well as their unique
perceptions and levels of satisfaction. Individuals are usually swayed by what they see and
overhear on a regular basis, and this has been observed to have a substantial impact on
purchasing behavior. Meanwhile, there are other variables that impact the purchasing
decisions of consumers such as their social, cultural, and psychological aspects.

On the other hand, cultural factors are the differences in values, demographics, or
geographic locations. Consumer behavior shifted substantially across nations as a product

3
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

of these differences (Chaudhry, 2014). In terms of social aspects, the consumer buying
behavior is mostly determined by their social circle, relatives, position, and status.
Furthermore, psychological variables also influence customer purchasing behavior. The
following are the major psychological aspects that effect consumer buying behavior;
perception, drive, knowledge, principles, and attitudes are among them (Gajjar, 2013). In
addition, Filipinos can have a positive and negative mentality at times, which can influence
individual buying behavior.

Filipinos are often described as impetuous users. According to an online article

written by ValueWalk (2018), the accessibility of online shopping fosters impulsive
purchases and therefore, some Filipinos are characterized as impulsive. On the other hand,
YouTube content creators or influencers are usually the mainstream before a pandemic
breaks out. Those who develop content establish video recommendations or share content
just so the viewers can be influenced to purchase the product. As also mentioned by
ValueWalk (2018), some Filipinos usually use various internet platforms in order to
evaluate potential purchases and make a final decision. For instance, there are some
Filipinos who look forward to skin care products whenever they see social media
influencers creating content on some skin care products that have helped them attain
flawless skin, they get quickly enticed and eager to purchase the product. With this, the
buying patterns of Filipinos are influenced by what they see and hear, which has a
significant impact on their purchasing habits.

Previous study shows that social media marketing has a substantial outcome on
consumer buying behavior (Dagohoy, et al., 2021). According to the data conducted at
Panabo City, Davao del Norte, there is a noteworthy link between the two which implies
that a social media marketing effectiveness can influence the consumer into making a
buying decision. This indicates that there may be factors or either stimuli that affects a
consumer into purchasing from what they see or overhear in the social media during their
making decision phase.

Furthermore, according to Asma and Misbah (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. Hence, the intent and purpose of this research study is to recognize and analyze
the influences of social media marketing to the buying behavior of Filipino consumers.
Moreover, the study aims to answer the succeeding research questions:

(1) How does social media marketing or advertising interest Filipino consumers on a
daily basis?

(2) How does social media affect Filipino consumer’s spending behavior?

4
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

(3) To what factors of a brand’s social media presence influence consumers' purchasing
decisions?

2. Research Method

Despite the pandemic and numerous social media interactions, researchers would
like to understand more about the various aspects that influence Filipino buying behavior
through social media marketing. According to Statista Research Department (2021),
Filipinos spend long hours on social media platforms, resulting in the Philippines leading
the overall Asia Pacific area. Furthermore, the primary goal of this study is to scrutinize
the effects of social media marketing on Filipino customers' purchasing behavior as well as
its effectiveness, particularly in light of the current crisis. This research also delves into the
benefits and drawbacks of social media marketing and also distinct Filipino behavior.

The sampling strategy used by the proponents of the study is purposive sampling. It
is a type of non-probability sampling wherein the researchers will intentionally select
participants based on a criterion (Jordan, 2021). Moreover, the proponents of the study will
select participants with different age gaps and purchasing power. In addition, purposive
sampling will be used to maximize the potential data from the limited sample size.
Furthermore, purposive sampling will let the researchers make generalized assumptions
and maximize the use of the data collected.

The proportion of people shown in a data analysis to reflect a community is

referred to as sample size in a proposed study. The cumulative percentage of people will be
used for research. The statistic is generally subdivided down into various demographic
aspects such as gender, age, occupation, income, education, income and the likes to ensure
an accurate (Kibuacha, 2021). Those people who are suited to any or almost every
qualification or characteristic are the eligible participants for the study. According to
Ritchie et al. (as also cited by Legarda et al., 2003) The researcher will interview fifteen to
twenty participants that shall fall into subunits of a student, employed, and parents within
the residence of Metro Manila. Before the researcher can interview a person, they will
present an agreement form that shows that the data gathered will solely be used for
academic purposes.

Data collection is the act and method of aquiring qualitative and quantitative data
on certain variables with the goal of analyzing outcomes or insights (Formplus, 2021). In
order to gather data, the researchers will conduct an interview online to analyze the
participants' opinion, behavior, and experience. An interview usually involves an
interviewee and an interviewer in a conversation to gather in-depth information
(Easwaramoorthy & Zarinpoush, 2006). It can be done either face-to-face, through the
phone, or over the Internet.

5
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

The type of interview that will be used in this research is semi-structured. A semi-
structured interview is a method used in data collection wherein the researcher asks a set of
prepared and open-ended questions to interviewees (Given, 2008). The researchers have a
set of predetermined questions to ensure that they follow a systematic manner throughout
the conversation and gather the important data the researchers intend to collect from the
selected participants.

The researcher uses qualitative data analysis using framework analysis in order to
gather the information needed for the research paper as it is an effective way to take a far
more comprehensive method for data exploration and experimentation, advanced
methodologies, that could be used to create data-driven choices to enhance the overall
quality of the research paper. It covers the empirical and analytical underpinnings that are
necessary for grasping the fundamentals of results and discussion (Calzon, 2022).

3. Results and Discussion

This section contains the findings and analysis gathered by the researchers during
the focus group discussions with students, employees, and parents. The results and
discussion will provide additional information on the method used and the research
questions, which will aid in the study's goals, objectives and conclusion. This part
comprises codes and themes for each research question, which are categorized by table.
Nonetheless, the researchers provided detailed explanations for each set of participant's
outcomes.

Table 1. Presentation of data analysis for research questions number 1 for the student-
participants using codes and corresponding descriptive themes.

Research Question 1 Codes Themes

How does social media • Advertisement • Product

marketing or advertising • Product Ideas Comprehension
interest you on a daily basis? • Honest product
reviews
• Preference to shop
online

• Unboxing videos • Online activities that

• Sale influence consumers
• Peer Influence
• Influenced by
content creators
• Facebook Groups

6
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

For research question number one, the majority of student-participants indicated

that social media advertising and marketing influenced their purchasing behavior because
it led them to purchase the product out of product reviews, sales, peer influence, online
groups and the advertisement itself. Moreover, the social advertisements also led the
participants to interest a product because they somewhat got attracted and might as well
need the product in future events. The results showed that the products and services seen in
advertisements influenced their decision whether to buy or not make a purchase.
Furthermore, millennials and Gen Z's comprise 68 percent of those who use social media
for product discovery which also led participants to acquire new product ideas since they
gain new insights and information with the utilization of social media platforms (Gorman,
2022).

Table 2. Presentation of data analysis for research questions number 2 for the student-
participants using codes and corresponding descriptive themes.

Research Question 2 Codes Themes

How does social media • Impulsive • Consumer behavior

affect your spending • Tempted towards social media
behavior? • Unwise spending marketing
• Unable to set
priorities

• Self-control • Consumer financial

• Save money sensitivity
• Knowing needs and
wants
• Good product
reviews

The student-participants mentioned that because they spend a large portion of their
time on different social media platforms, they are exposed to various social media adverts
for product and service offers, which piqued their interests in spending. Since the
beginning of the pandemic, social media has had an effect on the consumer purchasing
decisions due to the utilization of online shopping and the extent to which individuals
spend on social media (Barysevich, 2020). Furthermore, the findings showed that
numerous factors, including impulsiveness, tempted, unwise spending, inability to set
priorities, self-control, save money, knowing needs and wants and good product reviews as
well, have been observed to influence the spending behavior of student participants.

7
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

Table 3. Presentation of data analysis for research questions number 3 for the student-
participants using codes and corresponding descriptive themes.

Research Question 3 Codes Themes

To what factors of a brand’s • Quality of product • Consumer

social media presence • Budget preferences in
influence your purchasing • Product reviews decision making
decisions? • Personalization

• Endorsement by • Factors influencing

Celebrity or consumers purchases
Influencer
• Ease of shopping
• Brand Loyalty
• Personal preferences

The social media presence had a significant impact on different factors, including
quality of product, budget, product reviews, personalization, endorsement of celebrities or
influencers, ease of shopping, brand loyalty and personal preferences; these are the
common variables that influenced student participants’ decision-making. Participants
indicated uncertainties about acquiring a product because some advertised products are
only for show and lack substantial proof. Thus, according to Barthwal (2020), factors
mentioned above like product reviews are considered as one of the most efficient tools to
alleviate customers' fears about a product, and the majority of individuals are swayed by
product reviews in their purchasing decisions.

Table 4. Presentation of data analysis for research questions number 1 for the employee-
participants using codes and corresponding descriptive themes.

Research Question 1 Codes Themes

How does social media • Promotional Media • Product and Brand
marketing or advertising • Marketing Strategies Awareness
interest you on a daily • Activities of influencers
basis? • Recommendations by
other people

• Time spent on social • Consumer

media engagement on
• Social Media trends social media
• Algorithm of online

8
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

contents
• Product placement

The employees that participated in the study noted that social media advertisements
and marketing have a significant impact such as promotional media, marketing strategies,
activities of influencers, recommendations, time spent on social media, trends, algorithm of
online contents and product placements are some of the variables that contributed to their
interest to purchase. Employees, on the other hand, indicated that they spend nearly the
whole day scrolling on various social media sites, much as students did. The information
gathered for research question 1 pertains that social media is a larger platform where
promotional and marketing activities are always present and that participants stated that
they come across many marketing strategies that interest them on a regular basis.
Furthermore, using such advertising strategies is the standard for achieving a successful
business, and it provides numerous benefits such as increased brand exposure and the
capture of more potential customers (Ocampos, 2020).

Table 5. Presentation of data analysis for research questions number 2 for the employed-
participants using codes and corresponding descriptive themes.

Research Question 2 Codes Themes

How does social media • Self-Discipline • Self-regulation and
affect your spending • Self-gratification spending behavior
behavior? • Budgeting
• Practicality

• Impulsiveness • Effects of social media

• Easily convinced marketing on consumers
• Instant gratification
• Financial
responsibleness

Employees, like student participants, have been influenced by social media in

aspects such as self-discipline, self-gratification, budgeting, practicality, impulsiveness,
easily convinced, instant gratification and financial responsibilities. The participants also
indicated that managing resources and knowing the benefits of the product and services
before purchase seem to be more important to them. As per the data gathered, employee-
participants utilize the budgeting approach to organize their resources, reclassify their
necessities, wants, and financial goals, and set aside a considerable portion of their salary
for other purposes in order to establish whether or not they are consuming too much
(Caldwell, 2022).

9
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

Table 6. Presentation of data analysis for research questions number 3 for the employee-
participants using codes and corresponding descriptive themes.

Research Question 3 Codes Themes

To what factors of a brand’s • Social Media • Brand awareness and
social media presence Content consumer interference
influence your purchasing • Customer feedbacks
decisions? • Social media
presence
• Product Awareness

• Product consistency • Consumers brand

• Brand/Product preference
Credibility
• Brand popularity
• Product accessibility

When it comes to purchasing decisions, several factors influence employee-

participants, such as social media content, customer feedback, social media presence,
brand popularity, brand/product credibility, product awareness and product accessibility.
Employee-participants, like student participants, rely on product reviews published by
content creators or influencers, as well as feedback, before purchasing products and
services. To support the factors affecting employees’ purchasing decisions, 64% of buyers
are influenced by online contents like product reviews on YouTube while making
purchases (Raksha, 2014). Nevertheless, the participants claim that the brand's social
media presence benefits their purchasing decisions because they can see and be interested
in products and services that may be important in their life.

Table 7. Presentation of data analysis for research questions number 1 for the parent-
participants using codes and corresponding descriptive themes.

Research Question 1 Codes Themes

How does social media • Information • Consumer
marketing or advertising interest • Trend Perception
you on a daily basis? • Celebrity endorsement
• Advertisement
• Recommendation
• Perception of needs and
wants

The parent-participants responded that social media advertisements and marketing

interests them on a day-to-day basis based on a variety of aspects such as information,

10
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

trend, celebrity endorsement, advertisement, recommendation, and perception of

necessities and wants. Furthermore, most of the participants expressed that they buy
products based on their needs, which can extend from household necessities or personal
use. Hence, participants also indicated that they decide to purchase a product because of
the influence coming from their other people, mainly relatives and connections through
social media. According to Bulldog Reporter (2017), even as word-of-mouth
recommendations from groups and family are still the most effective way to develop
product considerations, mobile marketing has been found to be just as influential in
determining a final purchase decision.

Table 8. Presentation of data analysis for research questions number 2 for the parent-
participants using codes and corresponding descriptive themes.

Research Question 2 Codes Themes

How does social media • Convenience • Consumer purchasing

affect your spending • Low price decisions
behavior? • Self-discipline
• Desire for satisfaction

• Life Comparison • Negative effects of

• Not a great influence social media marketing
• Challenges in
controlling spendings
• Fear of missing out

When it comes to spending habits, parent-participants are frequently confronted

with life comparisons, convenience, low-price, self-discipline, desire for satisfaction, life
comparison, not a great influence, challenges in controlling spending and fear of missing
out are some of the results gathered that influence their purchasing habits. According to
Crosby (2017), the amount of a product or a service is the most imperative feature for
parents when purchasing. In addition, it is also stated that parents are more practical when
it comes to shopping because they compare the prices on online results 65 percent of the
time while in purchasing in store (Crosby, 2017).

Table 9. Presentation of data analysis for research questions number 3 for the parent-
participants using codes and corresponding descriptive themes.

Research Question 3 Codes Themes

11
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

To what factors of a brand’s • Functionality • Consumer satisfaction

social media presence • Product reviews and consciousness
influence your purchasing • Promotional
decisions? content
• Accessibility

• Negative product • Limitations of social

reviews media marketing
• Physical
disconnection
• Product dishonesty
• Time consuming

The aspects of a brand's social media presence that affect parent participants'
purchasing decisions in research question three are functionality, product reviews,
promotional content, product accessibility, physical disconnection, product dishonesty and
time consuming. The majority of the findings from parent participants are comparable to
those from students and employees, and that they place a greater emphasis on product
reviews and advertising. However, it was shown that parents are more inclined to make a
purchase based on the product's accessibility. Social media has a larger platform, which
includes a variety of e-commerce sites and online marketplaces, which give a new and
even more fitting platform for relaying practically all kinds of products and services,
making it much easier and safer for consumers especially parents (Morah, 2021).

For research question number one, participants are influenced on a daily basis by
social media advertisements and marketing because they spend the majority of their time
scrolling through social media platforms, and the findings revealed that social media
promotions entice them to buy a product online. According to Mwakasege (2015), social
media advertisements and marketing are the factors that raise product awareness and
engage more purchasers, which is undeniably true based on what the participants indicated.
Furthermore, some participants reported that they are inclined to purchase a product
because it has been recommended by influencers or other online group sites, pointing to
the fact that social factors have long driven consumer purchasing patterns (Nosto, 2021).

For research question number two, consumer spending patterns are influenced by
the fact that social media has become such a convenient platform. According to FitzGerald
(2019), individuals spend a lot of time online and that social media drives 47% of their
purchases. The research participants, on the other hand, claimed that they become
impulsive, that they consider whether or not to purchase the product, that they lack self-
control, and that they feel driven to purchase the items. The findings revealed that a
majority of the participants are impulsive and that they have learned to control their
shopping behaviors by budgeting expenditures and classifying needs and wants.

12
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

For research question number three, aside from influencer advertisements on social
media, the results from the participants highlighted that the ease of shopping, preferences,
product quality, budget, and product reviews are the variables that impact their purchasing
behavior. To validate this claim, celebrities advertise products and services in strategies
that support establishing credibility and brand recognition; however, this has a
psychological impact because people instinctively believe that purchasing celebrity-
endorsed products will encourage them to acquire the celebrity's attributes (Chang et al.
2019). In addition, because of the video contents online, brands' social media presence
influences customer purchase decisions, making it convenient for consumers to rely on
product quality, reviews, and other factors before making a decision (see Table 6).

4. Conclusion

After the researchers’ investigation, examination, and gathering the information

they could finally conclude a direct impact of social media marketing strategies on
consumers buying behavior specifically among Filipinos. Social media is a social
phenomenon as it is an event that changes the way people interact or behave. It evolved
from a tool of communication into becoming a marketing channel that helps businesses
promote and advertise their products. However, due to the rising consumption of people on
social media, they become addicted to or reliant on it thus, unconsciously altering their
buying habits.

The result and discussion will be divided into three groups as the researchers
categorize each participant into students, employed, parents' brackets that signify youth,
coming of age, and family-oriented people. First are students, as their lives revolve around
social media and gadgets, they are highly affected by it, especially in their purchasing
behavior. Due to the pandemic, they have become impulsive buyers and spend most of
their time looking at various products that are not necessity but given to them by
advertisements. On the other hand, the employed turn out to be more practical given that
they have more responsibilities than students. They are budget-stricken because their
purchasing decisions will always depend on their budget capacity as it is their hard-earned
money. And lastly on parents, it shows that their buying behavior mostly comes from the
recommendations of their colleagues or connections through their social media accounts.
However, they still have budget constraints as they are responsible for the lives of their
family thus preventing them from acquiring all their wants.

To summarize the result and discussion the participants usually based their buying
behavior on their own preferences but as time goes by and the more, they use social media
platforms the more they become heavily reliant on it, as it sustains satisfaction in their
daily lives, thus answering the inquiries on the statement of the problem. Finally, the
research paper would choose to make a recommendation for further research scholars to
carry out quantitative data analysis to see the trend or statistical percentage of the

13
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

consumers' behavior in the Philippines as it will be more accurate and quantifiable research
that could be useful to marketing specialists.

5. Acknowledgement

The researchers would like to extend their gratitude to the individuals who have
assisted on the path towards completing this research.

To our beloved academe, Far Eastern University, who gave us the golden
opportunity to do this wonderful study entitled, “The Influence of Social Media Marketing
towards Filipino Buying Behavior”. Our journey in creating this research study helped us
be more skillful and become better individuals.

To our participants, for their active and warm participation in the focus group
discussion. This research study would be impossible without the help of students,
employees, and parents who participated in this project.

Lastly, to our families and friends for their patience, understanding, and support as
we fulfill our academic goals.

14
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

References

(1) Dollarhide, M. (2022, August 31). Social Media: Sharing Ideas and Thoughts. Investopedia.
Retrieved March 4, 2022, from https://www.investopedia.com/terms/s/social-media.asp
(2) Digital Marketing Institute. (2021, November 2). Social Media: What Countries Use It Most &
What Are They Using? Retrieved March 4, 2022, from
https://digitalmarketinginstitute.com/blog/social-media-what-countries-use-it-most-and-what-are-
they-
using#:%7E:text=As%20of%202021%2C%20the%20Philippines,and%2015%20minutes%20every
%20day.
(3) Malig, K. (2021, October 12). Facebook is most popular social media platform among internet
users in Philippines — Pulse Asia | SciTech |. GMA News Online. Retrieved March 7, 2022, from
https://www.gmanetwork.com/news/scitech/science/806672/facebook-is-most-popular-social-
media-platform-among-internet-users-in-philippines-pulse-asia/story/
(4) Prosperna. (2022, February 12). Most Visited eCommerce Websites in the Philippines for 2021.
Retrieved March 7, 2022, from https://prosperna.com/top-5-ecommerce-websites-philippines-2021/
(5) Effing, R., & Spil, T. A. (2016). The social strategy cone: Towards a framework for evaluating
social media strategies. International Journal of Information Management, 36(1), 1–8.
https://doi.org/10.1016/j.ijinfomgt.2015.07.009
(6) Gündüz, U. (2017). The Effect of Social Media on Identity Construction. Mediterranean Journal of
Social Sciences, 8(5), 85–92. https://doi.org/10.1515/mjss-2017-0026
(7) Freire, O., Quevedo-Silva, F., Senise, D., & Scrivano, P. (2018). The effectiveness of celebrity
endorsement in aspiring new celebrities. RAUSP Management Journal, 53(3), 289–303.
https://doi.org/10.1108/rausp-04-2018-011
(8) Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via
the technology acceptance model. Computers in Human Behavior, 64, 710–718.
https://doi.org/10.1016/j.chb.2016.07.027
(9) Franco, K. (2021, September 8). We Need To Talk About Pinoy Baiting. Wonder. Retrieved 2022,
from https://wonder.ph/popculture/pinoy-baiting/
(10) Liu, C. Z., Au, Y. A., & Choi, H. S. (2014). Effects of Freemium Strategy in the Mobile App
Market: An Empirical Study of Google Play. Journal of Management Information Systems, 31(3),
326–354. https://doi.org/10.1080/07421222.2014.995564
(11) Smith, K. (2016, October). How to Understand and Influence Consumer Behavior. Brandwatch.
Retrieved 2022, from https://www.brandwatch.com/blog/how-understand-influence-consumer-
behavior/
(12) Chaudhry, A., PhD. (2014, September 8). Does Culture Influence Our Consumer Behavior? If so,
How? LinkedIn. Retrieved March 4, 2022, from https://www.linkedin.com/pulse/20140908174823-
354556068-does-culture-influence-our-consumer-behavior-if-so-how
(13) Gajjar, N. (2013). Factors Affecting Consumer Behavior. International Journal of Research In
Humanities and Social Sciences, 1(2), 10–15. http://www.raijmr.com/ijrhs/wp-
content/uploads/2017/11/IJRHS_2013_vol01_issue_02_02.pdf
(14) ValueWalk. (2018, July 26). Filipino Consumers Are Critical Online Shoppers. Retrieved from
https://www.valuewalk.com/2018/07/filipino-consumers-growth/
(15) Jacinto, J. X. N., Pintado, J. S., Ibañez, L. J. M., Dagohoy, R. G., & Buladaco, M. V. M. (2021).
Social Media Marketing Towards Consumer Buying Behavior: A Case in Panabo City. International

15
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

Journal of Research and Innovation in Social Science, 05(02), 22–30.

https://doi.org/10.47772/ijriss.2021.5202
(16) Asma, G., & Misbah, M. (2018). Impact of Social Media Marketing on Consumer Buying
Behaviour - A study. International Journal of Multidisciplinary, 03(06), 219–222.
https://doi.org/10.5281/zenodo.1285933
(17) Statista Research Department. (2021, September 16). Social media in the Philippines - Statistics &
facts. Retrieved March 28, 2022 from https://www.statista.com/topics/6759/social-media-usage-in-
the-philippines/#dossierKeyfigures
(18) Jordan, M. (2021). Purposive Sampling 101 | Alchemer Blog. Alchemer. Retrieved April 20, 2022,
from https://www.alchemer.com/resources/blog/purposive-sampling-101/
(19) Kibuacha, F. (2021, April 7). How to determine sample size for a research study. GeoPoll. Retrieved
March 30, 2022, from https://www.geopoll.com/blog/sample-size-research/
(20) Ritchie, J.; Lewis, J. & Elam, G. (2003). Designing and selecting samples. In Jane Ritchie & Jane
Lewis (Eds.), Qualitative research practice. A guide for social science students and researchers
(pp.77-108) Thousand Oaks, CA: Sage.
(21) Legarda, R. Keegan, J., & Ward, K. (2003). In-depth interviews. In J. Ritchie & Lewis (Eds.),
Qualitative research practice: A guide for social science students and researchers (pp. 138-169).
(22) Formplus Blog. (2021, July 23). 7 Data Collection Methods & Tools For Research. Formplus.
Retrieved March 29, 2022, from https://www.formpl.us/blog/data-collection-method
(23) Easwaramoorthy, M., & Zarinpoush, F. (2006). Interviewing For Research. Sector Source.
Retrieved March 30, 2022, from
http://sectorsource.ca/sites/default/files/resources/files/tipsheet6_interviewing_for_research_en_0.pd
f
(24) Given, L. M. (2008). The SAGE encyclopedia of qualitative research methods (Vols. 1-0).
Thousand Oaks, CA: SAGE Publications, Inc. https://dx.doi.org/10.4135/9781412963909
(25) Calzon, B. (2022, March 9). Your Modern Business Guide To Data Analysis Methods And
Techniques. datapine. Retrieved April 18, 2022, from https://www.datapine.com/blog/data-analysis-
methods-and-techniques/
(26) Gorman, D. (2022, February 08). How effective are ads on social media. GWI. Retrived from April
18, 2022 https://blog.gwi.com/trends/ads-on-social-media/
(27) Barysevich, A. (2020, November 20). How social media influence 71% consumer buying decisions.
Retrived from April 18, 2022 https://www.searchenginewatch.com/2020/11/20/how-social-media-
influence-71-consumer-buying-decisions/
(28) Barthwal, M. (2020, March 03). Why Product Reviews are Important in eCommerce. Nowband.
Retrived from April 18, 2022 https://www.knowband.com/blog/ecommerce-blog/product-reviews-
importance/
(29) Ocampos, J. (2020, March 17). Why Digital Marketing is Important for Businesses. Retrieved from
April 19, 2022 https://www.mmmatters.com/blog/why-digital-marketing-is-important-for-
businesses
(30) Caldwell, M. (2022, January 26). Your Money. Retrieved from April 19, 2022
https://www.thebalance.com/reasons-to-budget-money-2385699
(31) Raksha, J. (2014, August 11). YouTube Video Influence 64% of Consumers to Make Purchases.
Retrieved from April 19, 2022 https://dazeinfo.com/2014/08/11/youtube-video-influence-64-
consumers-make-purchases/

16
BM 1102│ENM 1207│MGT 1101│MKTG 1106
 JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

(32) Bulldog Reporter. (2017, May 19). Consumers’ 3 key purchase influences: friends, family and
mobile phones. Retrieved from April 19, 2022 https://www.agilitypr.com/pr-news/public-
relations/key-purchase-influences-friends-family-mobile-phones/
(33) Crosby, P. (2017, May 05). 5 key insights on how busy parents shop and why they buy. Retrieved
from April 19, 2022 https://www.salsify.com/blog/how-busy-parents-shop
(34) Morah, C. (2021, August 10). Shopping Online: Convenience, Bargains, and a Few Scams.
Investopedia. Retrieved from April 19, 2022 https://www.investopedia.com/articles/pf/08/buy-sell-
online.asp
(35) Mwakasege, G. (2015, November). Influence of Advertising on Consumer Buying Behaviour: Case
Study of Forever Living Cosmetics Products. Retrieved from April 19, 2022
https://doi.org/10.13140/RG.2.1.2302.6329
(36) Nosto. (2021, April 01). 14 Stats That Prove Social Content Influences Consumer Buying Behavior.
Retrieved from April 19, 2022 https://www.nosto.com/blog/how-does-social-media-influence-
customer-
behavior/#:~:text=81%25%20of%20consumers'%20purchasing%20decisions,based%20on%20socia
l%20media%20referrals.
(37) FitzGerald, R. (2019, November 29). How Does Social Media Impact Consumer Buying Behavior.
Connext Digital. Retrieved from April 19, 2022 https://connextdigital.com/how-social-media-
impact-consumer-buying-behavior/
(38) Chang, J., Jai, T.M., Min, J.H., & Ziegler, M. (2019, March 29). The effects of celebrity-brand
congruence and publicity on consumer attitudes and buying behavior. Retrieved from April 19, 2022
https://fashionandtextiles.springeropen.com/articles/10.1186/s40691-018-0159-8

17
BM 1102│ENM 1207│MGT 1101│MKTG 1106