Effect of Social Media Advertisement to Customers Preference on
Buying Products Online
Members:
Kyle Deandre Andajao
Harold Jay Purca
Daisy Jane Cabeltes
Shania Tiff Yori Vargas
Joshua Ocampo
Marl Juka Duenas
Grade and Section:
Grade – 12 ABM 1
Effect of Social Media Advertisement to Customers Preference on Buying Products Online
A Research Paper Presented to the Faculty of Senior High School
Accountancy, Business, and Management Strand
Cor Jesu College, Inc.
In Partial Fulfilment of the Requirements for the Subject
Practical Research 2
Kyle Deandre Andajao
Harold Jay Purca
Daisy Jane Cabeltes
Shania Tiff Yori Vargas
Joshua Ocampo
Marl Juka Duenas
October 2022
Background of the Study
There are some limitations in this study that can be considered by future research. This study
addresses the general shopping preferences for products. The preference based on product
categories is not in depth discussed in this study. Further research is needed to identify the
specific shopping preferences of products. Moreover, it is probably very interesting to investigate
how consumers also allow to opt for online shopping for local products and to examine the
degree of online shopping capable of influencing the local product demand.
Increased exposure on social media sites makes consumer vulnerable to digital advertising,
promoting them to make a purchase. The result of the data gathered from 303 online shoppers
worldwide it shows that advertising majorly affects the purchasing decision by 41.6%, followed
by typography by 8%, design by 4.8% and lastly color adornment by 2.6%. (Ahmed KH, 2020)
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.
This present study aims to evaluate and further analyze the influence of social media marketing
on consumer buying behavior, particularly in Panabo City citizens who mostly use social media
websites to purchase products and services. ( Bulacado M. , et al. 2021)
Research Gap
Social media ads are a form of internet ad, yet as they are Web 2.0, customers could have
different perceptions and experiences in inter-acting with social media ads. This is also due to the
nature of social media ads as they empower customers to have more engagement (i.e. liking, re-
sharing, commenting, posting, and learning) with the targeted ads (Tuten & Solomon, 2017).
There has been a need to conduct more research into such phenomena in recent years. In fact,
researchers must focus more on identifying the key dimensions that may influence customers'
reactions and perceptions of social media ads. In line with Tuten & Solomon, 2017, one of the
main aims of using social media for promotion and communication is to shape the consumer’s
decision-making process. Therefore, this study attempts to identify and examine the main factors
that could predict the customer’s purchase intention for the products that are promoted using
social media advertising.
Nowadays, advertisements are very useful because we cannot touch a product to see if we are
truly satisfied with it. Most customers' primary source of information is the internet. However,
Organizations that fail to capture the attention of social media users create a significant amount
of advertisement content.As a result, advertising strategies can be more effective when they are
better understood. The purpose of this study is to ascertain whether social media advertisements
in Digos City have a substantial impact on consumers' preferences for online product purchases.
Purpose of the Study
The study aimed to understand the impact of social media advertising design elements on
purchasing decision from the perspective of consumers. It is believed that study results largely
conceived the role of each of these key elements and the extent of its different impact on the
purchasing decision of the consumer. After evaluating, organizing, classifying and interpreting
data, the level of consumer awareness of the importance of the elements of social media
advertising design is very positive, especially in terms of its impact on a consumer purchasing
decision. It is because it drives many companies to pay attention to the graphic design of social
media ads to attract consumers to their products as a tool to influence the customer purchasing
decision.
Statement of the Problem
The main objective of this Study is to determine the effect of Social Media Advertisement to
Customers Preference on Buying Products Online.
This study will seek to answer the following questions:
1. What is the level of effectiveness of Social Media Advertisement?
2. What is the level of effectiveness based on the Customers Experience in Purchasing
Online?
3. Is there a significant relationship between the Social Media Advertisement and
customer’s preference on buying products online?
