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Chapter 1

THE PROBLEM AND ITS SETTING

Introduction

Nowadays, a lot of students rely on social media. The common impact to

students is impulsive buying through social media when the advertisement appears

on their feeds. Advertising can shape people's attitudes toward a product, service,

or idea. The findings on the effect of the use of social media advertising on

consumer buying decisions revealed that respondents agreed that social media

pages are interactive and it influence consumers' shopping experience, Facebook

and Twitter pages offer content. According to Clootrack (2020) When consumers

see promotions, discounts, and deals on social media, it influences their buying

behavior, 64% of online consumers wait to buy things until they go for sale.

Ads on social media can influence advertisements' effectiveness because

you can reach a larger audience, target specific demographics, reach your target

audience on their favorite social media platform, and interact with your

customers/prospects. Social media advertising significantly impacts user

engagement; it's more interactive and engaging than traditional advertising. For

several decades, marketing before was done through print, including newspapers,

magazines, flyers, and other written ads. Over the years, marketing has changed

and grown into one of the world’s largest industries, with the internet and cell

phones creating new avenues for advertising. In today’s world, advertising is

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everywhere, you can go anywhere or do anything, whether you’re driving, playing

online games and etc.

Theoretical and Conceptual Framework

Theoretical framework

The theoretical taxonomy suggested by Vanden Bergh, Lee, Quilliam, and

Hove (2011) divides social media into three subcategories. Social Media

Advertisement (SMA) specifically refers to the use of banner advertisements,

embedded videos, animations, brand sites, surveys, and classified, and sponsored

ads to promote products and services on online platforms. It identifies target

audiences depending on how they utilize social media (Irfan et al., 2017).

Advertising on social media is still regarded as a young phenomenon, awaiting new

insights, propagations, and discoveries (Okazaki & Taylor, 2013). Because futuristic

studies require a well-defined theoretical model, the suggested study integrates

both the Uses and Gratifications (U&G) Theory and the Theory of Reasoned Action

(TRA). Combining these two theories into a well-integrated model generates new

theoretical.
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Conceptual Framework

INPUT PROCESS OUTPUT

1. The Demographic
1. The Demographic
Profile of the
Profile of the
Respondents
Respondents
1 .1 Age

1.2 Gender 1.1 Age

1.3 Weekly 1.2

Allowance
1.3 Gender
1.4 Screen me in
social media 1.4 Analyzing the
respondents Overall how
1.3 1.5 What
Weekly type of
Allowance demographic data Effectiveness the
social media using survey social media
1.5 frequency in
F latform. questionnaire Advertising on
buying behavior of
2. What is the viewing
Senior High School
assessment of the
respondents as to the 1.6
students
impacts of Social
2. What
Media advertising withis the
regard to the following
characteristics?
assessment of the
2.1 Consumer behavioras to
respondents
2.2Word of
Mouth (WOM)the impact of

2.3 Promotion Facebook

advertisement with
2.4Innovation
regard to the

following?
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Figure 1: Research Paradigm

This study focused on the impact of Facebook advertisement on buying

behavior of senior high school students.

For consideration of the input, this research facilitated the use of the

demographic profile of the respondent's senior high school students which the

assessment of the respondents as to the impact of Facebook advertisement with

regard to the following characteristics of the input. In order to get the output, which

how Impactful the Facebook advertisement on buying behavior of Senior High

School students. The process that we used to gather answers was analyzing the

respondent's demographic data using a survey questionnaire.

Statement of the Problem

In this study, the researchers aimed to determine the impact of Facebook

Advertisement on the buying behavior of Senior High School Students of Colegio

De San Pedro and how it affects the Behavior of the students.

The researchers sought to find answers to the following questions:

1. What is the demographic profile of the respondents in terms of:

1.1 Age

1.2 Gender
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1.3 Weekly allowance

1.4 Frequency in viewing

2. What is the assessment of the respondents as to the impacts of Social

Media Advertisement with regard to the following?

2.1 Consumer behavior

2.2 Feedback & Reviews

3. How do the differences in respondents’ assessment of the Impact of Social

Facebook Advertisement on buying behavior when they are grouped according to

profile?

Null Hypothesis

There is no significant difference in the impact of Facebook Advertisements on the

purchasing decision stages (information search, allematives evaluation, purchase

decision, and post-purchase behavior) between respondents with different levels of

education.

Scope and Limitations of the Study

This Research aimed to determine the impact of Facebook Advertisement on

the buying behavior of Senior High School Students at Colegio De San Pedro SY
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2023-2024. The respondents were chosen through Purposive Sampling so that the

gathered data would be reliable. The study respondents included 70 participants

from Senior High School Students in Colegio De San Pedro. After choosing the

respondents, they answered the survey questionnaire.

Researchers focused on finding out the impact of Facebook advertisement

on buying behavior in Senior High School Students in Colegio De San Pedro SY

2023-2024. The Scope of the study includes the impact of Facebook advertisement

on buying behavior.

Significance of the Study

This study will benefit the following people:

The Students - With the result of this study, students who are studying

marketing or related fields will find it helpful to learn how to be ready for the

competitive job market today, where social media marketing expertise is highly

valued. It will also help them gain important knowledge and abilities from this.

The Teachers - with the result of this study will guide the teachers on how

they can better engage with their students, provide relevant consumer education,

and prepare them for success in an increasingly digital and mediasaturated world.
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The Online Sellers - With the result of this study, online sellers will benefit

from this research’s findings. Understanding what factors affect students’

purchasing decisions will also assist internet retailers in developing persuasive

marketing efforts that appeal to this market and increase sales.

The Aspiring Business Owners - As a result of this study, aspiring business

owners will benefit from this research on how they can leverage this knowledge to

identify new opportunities, engage with their target audience more effectively, and

ultimately drive business growth and success. And campaigns that capture the

student's attention.

The Researchers or Future Researchers - This study is significant to future

researchers because this may serve as a reference for their study. The result of the

study will provide relevant information about the impact of Facebook advertisement

on buying behavior.

Definition of Terms

The following are the terms used in this study which have been defined

operationally to establish a common frame of reference between the researcher and

the reader.

Facebook - a type of digital marketing strategy that uses social networks, to

deliver paid ads to your target audience.

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Customer Purchasing Behavior- refers to the steps that customers take to

decide whether to purchase a good or service, both offline and online.

Advertisement - is the means of communication in which a product, brand or

service is promoted to a viewership in order to attract interest, engagement, and

sales.

Social Media – refers to the ways that individuals communicate with each other

through creating, sharing, and/or exchanging ideas and information in online

communities and networks.

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Chapter 2

Review of Related Literature and Studies

In our world, there is much change in how we interact with other people or

the things that we never thought would happen because of the “constant change”.

Many researchers here in the Philippines and outside the country are also finding

an answer for their research; here is some information related to the impacts of

Social media Advertising on buying behavior of the students.

Related Literature

FOREIGN

According to Yogesh K Dwivedi, Kawaljeet Kaur Kapoor, Hsin Chen (2015)

Social media has recently gained tremendous fame as a highly impactful channel of

communication in these modern times of digitised living. It has been put on a

pedestal across varied streams for facilitating participatory interaction amongst

businesses, groups, societies, organisations, consumers, communities,

forums, and the like.

This study emphasizes the significant impact of social media on

communication and engagement. It states that social media has improved the way

people connect and interact, providing a powerful tool for information dissemination,

opinion sharing, and relationship building. Whether it’s for socializing, networking, or

promoting products and services, social media plays a crucial role in facilitating
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communication between individuals and entities. Moreover, this study highlights

how social media has transformed traditional marketing and advertising methods.

Businesses and organizations now rely on social media platforms to reach their

target audience, increase brand awareness, and engage with customers. The

interactive nature of social media allows businesses to have real-time

conversations, gather feedback, and adapt their marketing strategies accordingly. In

addition this study also highlights the significance of social media in creating

communities and facilitating collaborative efforts. Online forums, interest groups,

and social media communities serve as virtual spaces where like-minded individuals

can exchange ideas, seek support, and initiate collective movements.

According to Anggreeni Laydi and Felicia Permatasari (2018) examines the

impact of social media advertising on consumer attitudes and purchase intentions in

Indonesian family start-up businesses. The research focuses on five factors:

information, entertainment, economic value, social value, and legitimacy. The study

used an online survey and convenience sampling to gather data. Structural

equation modeling was used to analyze the data and test the model and

hypotheses. The findings indicate that entertainment, economic value, social value,

and credibility significantly influence customer attitudes and purchase intention. The

study highlights the importance of understanding the impact of social media

advertising on consumer attitudes and purchase intentions.

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This study highlights the significance of comprehending the impact of social

media advertising on consumer attitudes and purchase intentions, particularly for

family start-up businesses in Indonesia. The study reveal that entertainment,

economic value, social value, and credibility significantly impact customer attitudes

and purchase intentions. This indicates the importance of considering these factors

when assessing the effectiveness of social media advertising in shaping consumer

behavior.

LOCAL

According to Rei Geronimo (February 6, 2024) When a social media platform

gains popularity, it’s almost a guarantee that Filipinos will flock to it. Known as the

Social Media Capital of the World, the Philippines was home to 84.45 million social

media users in January 2023, around 72.5% of the country’s total population. With

numbers like that, it’s no wonder many local companies try to boost their social

media presence, especially on Facebook. In fact, you can find 44.1% of brands

setting up ads on the platform, which makes sense, given the amount of time

Filipinos spend there. Several aspects can affect the overall social media

advertising cost in the Philippines.

This states that the Philippines, known as the Social Media Capital of the

World, has a tremendous number of social media users. With 84.45 million users in

January 2023, accounting for around 72.5% of the country’s total population,
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Filipinos have a significant presence on various social media platforms. Notably,

Facebook is particularly popular, attracting a large portion of the population’s

attention. Since facebook is a common and easy to use social media platform. As a

result, many local companies recognize the importance of enhancing their social

media presence and investing in Facebook advertisements. In fact, 44.1% of brands

are utilizing this platform for advertising, considering the substantial amount of time

Filipinos spend on it. Consequently, various factors contribute to the overall cost of

social media advertising in the Philippines. This study is associated with our

analysis as the result of our findings turned out that the majority of our respondents

choose facebook as an effective advertising platform.

According to Dalangin, Jericho John G. (2022) this investigates the effect of

social media advertising on consumer behavior. It found that honesty,

attractiveness, and product relationships can influence consumer behavior and

purchase intention. Furthermore, The study also found a significant relationship

between influencer effectiveness and purchase intention, with female respondents

having a higher perception of influencers.

This study focuses on the effect of social media advertising on consumer

behavior. They state that various relationships such as honesty, attractiveness, and

product can influence consumer behavior and purchase intention like honesty can

give assurance to the consumer, also attractiveness have impacts on consumer

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through how the products present on social media platforms, last is product this

impacts consumer through quality of the product. In addition, This study also

emphasizes that female respondents have a higher significant relationship between

influencer effectiveness and purchase intention, because females are more

engaged on products, especially social media advertisement (SMA). This study is

relevant to our analysis as the result of our findings states that there’s a significant

relationship between influencer effectiveness and purchase intention, with

respondents especially female’s.since majority of our response is female.

According to Herradura Jr. intud, robis, Nartea (2019) the positive outcome of

the research clearly proved that advertising is effective and attractive to the buying

behavior of the youth in the current generation becoming responsive with the

endorsements made resulting to a successful interaction between the business and

the target reach of users. According to Digital marketing Philippines, 65 percent of

the 40 million of active social media users are teens and young adults, and 81

percent visit their accounts on a daily basis (Gregorio 2013) According to the third

team media’s data on social media and digital stats in the Philippines 2015, the

Philippines remains the “Social media capital of the world”

This study proved that advertising has a positive and significant effect on the

buying behavior of the youth in the current generation.The study discovered that

advertising successfully attracts the attention of young customers, guiding to

successful interaction between the business and the target attainment of users.
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According to Digital Marketing Philippines, 65% of the 40 million active social media

users in the Philippines are teenagers and young adults. Furthermore, 81% of these

users visit their social media accounts on a daily basis. (Gregorio 2013) The third

team media’s data on social media and digital stats in the Philippines for 2015

confirms the country’s reputation as the “Social Media Capital of the World” This

highlights the significant influence and impact of social media on the lives of

Filipinos, further to emphasize the importance of social media advertising in

reaching and engaging with the target market

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Chapter 3

Research Design

Quantitative research aims to accurately and systematically describe a

population, situation, or phenomenon. It can answer what, where, when, and how

questions, but not why questions. ( According to Shona McCombes.)

This chapter focuses on demonstrating the research method used to

determine how Facebook advertisements impact the buying behavior of senior high

school students at Colegio De San Pedro. This chapter represent the methodology

employed by the researchers during the study. It explains the research design and

approach, target population, description of the respondents, sampling method,

sampling techniques, sample and measuring instrument, questionnaire design,

ethical considerations, data collection, data analysis, data gathering procedures. A

descriptive quantitative study was chosen to undertake this research in order to

assist in understanding the impacts of social media advertisements on buying

behavior.

Target Population

The target population is the group of individuals that the intervention intends to

conduct research in and draw conclusions from. In cost-effectiveness analysis,

characteristics of the target population and any subgroups should be described

clearly. (Louise Barnsbee 2018)

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The target population that was identified for this study consists of 532 senior

high school students from colegio De San Pedro

Description of the respondents

The respondents of our survey are likely to be students themselves from

Colegio De San Pedro, ranging in age from 16 to 20 years old. They came from

diverse strand but all have regular access to social media platforms. The sample

may include both genders. The Researcher surveyed 70 SHS students to gather

insights into their online habits of purchasing decisions influenced by social media

ads on Consumer behavior and Feedback & Reviews purchasing decisions

influenced by social media ads.

Sampling method

This study used probability sampling, which uses randomization to ensure that

each participants of the population has an equal chance of being included in the

sample that is chosen.

Sampling

• Sampling Technique
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The random sampling technique is used to this study. All of the senior high

school students from the population chosen in such a way that every set of an

individuals has an equal chance to be respondents.

Sample

A sample is group of people, objects or items that are taken from a large

population for a measurement. The sample should be representative of the

population to ensure that we can generalize the findings from the research sample

to the population as a whole (Jopnes, 1955; Salant & Dillman, 1994). The target

population for this study is 532 senior high school students from colegio de san

pedro.

Measuring Instrument

This study was used questionnaires as the data instrument. The researchers used

one instruments, the paper survey questionnaire for the purpose of gathering

information from respondents.

Questionnaire Design

This study utilized questionnaires to survey the students of Colegio de San

Pedro about the impact of Facebook advertisements on the buying behavior of

senior high school students. The questionnaire comprised 6 items, divided into

three parts. The first part consisted of three questions about Consumer Behavior,
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the second part included three questions about Word of Mouth. Respondents

answered these questions using a 5-point Likert scale: 1-Strongly Disagree, 2-

Disagree, 3-Somehow Disagree, 4-Agree, 5-Strongly

Agree.

Section 1

•Demographic Information: Collect personal details such as age,

gender, weekly allowance, frequency in viewing.

Section 2

•Assessment on Consumer Behavior: The respondents rated the

questionnaire using a 5-point scale to assess their agreement on how Facebook

advertisements impact their buying behavior through consumer behavior.

Section 3

• Assessment on Feedback & Reviews: The respondents were asked to rate

using a 5-point scale on how the respondent’s consumer buying behavior were

affected by feedback & reviews of others.

Ethical Considerations
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The consent was obtained from the Students of Colegio De San Pedro , and

the students were made to participate in the research study. All of the students in

the sample were aware that all information they released would remain confidential,

and all names would remain anonymous and would not be used for any purpose

other than this research study.

Data Collection

The survey questionnaire was answered by the senior high school students

with purchasing experience to gather the relevant data regarding the impact of

Facebook Advertisement on their buying behavior. The researchers seek the

respondent’s consent to answer our questionnaire to collect their perspective on the

impact of Facebook advertisement and assured them that their personal information

would be kept confidential. And thus, the researchers gave the respondents an

option to be anonymous.

Data Analysis

To facilitate analysis and interpretation, the collected data were categorized

and tabulated. This study made use of the following data analysis and is prepared

to facilitate and proper interpretation.

1. Simple frequency tally and percentage distribution. These methods were used

to determine the demographic profile of the respondents which are the senior high

school students in terms of age, gender and their weekly allowance and frequency

in viewing.
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2. Weighted arithmetic mean. This was use to determine the level of effectiveness

with regards to the variables of the study. The impact of Facebook advertisement on

their buying behavior were using Likert scale as follows:

Scale Verbal information

4.50 - 5.00 Strongly Agree

3.50 – 4.49 Agree

2.50 – 3.49 Somehow Agree

1.50 – 2.49 Disagree

1.0 1.49 Strongly Disagree

Hypothesis

The Analysis of Variance (ANOVA) with repeated measures was used and

generated from a test statistics

An ANOVA with repeated measures is used to compare three or more group

means where the participants are the same it each group. This usually occurs in two

situations (1) when participants are measured multiple times to see changes to an

intervention, or (2) when participants are subjected to more than one condition/thal

and the response to each of these conditions wants to be compared

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An ANOVA was performed on all profile of the respondents and the business

An ANOVA is used for making a decision in terms of accepting or rejecting a null

hypothesis by using the F-test results compared to the table value. If the computed

F-value is greater or equal the table value reject the null hypothesis (Ho)

Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents the analysis and interpretation of data regarding the impact of

Facebook of advertisement on buying behavior of Senior High School Students in

Colegio De San Pedro.

1. Profile

1.1 Personal Profile

Table 1

Frequency and Percentage Distribution of the Respondents

in Terms of Age

Age F Percentage

16 – 17 y/o 54 30%
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18 – 19 y/o 86 50%

20 & Above y/o 37 20%

Total 177 100%

Table 1: frequency and percentage distribution of the respondents in terms of

age shows that the age group of 16 to 17 there were 54 representing 30% as the

second affected respondents. 18 to 19 age group were 86 representing the 50% as

the majority group. 20 & above age group were 37 representing the 20% of the

respondents.

It can be noticed that ages 18 to 19 years were most affected by Facebook

advertisement. This age group is particularly prone to the influence of advertising

due to their exposure and more engaged to Facebook platforms. Nonetheless,

average 16 to 19 is more active on social media such as Facebook platforms than

average 20 & above.

Table 2

Frequency and Percentage Distribution of the Respondents

in Terms of Gender

Gender F Percentage
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Female 98 55%

Male 79 44%

Total 177 100%

Table 2 Gender frequency and percentage distribution of the respondents, 98

(55%) of the female respondents and 79 (44%) of the male respondents that have

impacted Facebook advertisement.

According to the percentage in the findings, most of the female have an impact

on Facebook Advertisement because most of the female spend their time finding

authentic products on Facebook and the least affected are male because male

spend most of their time playing online games.

Table 3

Frequency and Percentage Distribution of the Respondents in

Terms of Weekly allowance

Weekly allowance F Percentage

Less than ₱ 500 55 31%

₱ 500 - ₱ 1000 91 51%

₱ 1000 - ₱ 2000 27 15%

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More than ₱ 2000 4 3%

Total 177 100%

Table 3 Weekly allowance and percentage distribution of the respondents in

terms of Weekly Allowance that there were 4 in more than 2000 weekly allowance

with 3% respondence. P1000-P2000 weekly allowance that shows

27 were representing 15% respondence. P500-P1000 weekly allowance were 91

representing 51%. Less than 500 weekly allowance were 55 representing the 31%

respondence.

Data shows that most of the respondents received a weekly allowance of more than

₱2000, followed by students who had weekly allowance of ₱1000-₱2000, followed

by ₱500-₱1000 weekly allowance, and the lowest weekly allowance of ₱500 it

shows that most of the respondents had a low weekly allowance .

Table 4

Frequency and Percentage Distribution of the Respondents

in Terms of Frequency in viewing

Frequency in viewing F Percentage

2 – 4hrs 58 32%
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5 – 6hrs 69 40%

More than 6hrs 50 28%

Total 177 100%

Table 4 frequency and percentage distribution of respondents based on their

frequency in viewing. It shows that most respondents were (40%) have a frequency

in viewing of 5-6 hours, while 32% and 30% have frequency in viewing of 2-4 hours

and more than 6 hours, respectively.

Table 4 it shows the illustration of the respondents’ frequency in viewing into

categories, with the largest proportion spending 5-6 hours, indicating heavy device

usage, increasing their susceptibility to the impact of Facebook advertisement

encountered on the social media platforms they frequent. Meanwhile, some allocate

2-4 hours to frequency in viewing, and others spend 6 hours. Among respondents,

there are both minimal users.

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II. Assessment of the respondents on the Impact of Facebook advertisement on

buying behavior in terms of Consumer Behavior

Table 6

The Respondents’ Assessment on the impact of Facebook

advertisement on buying behavior of Senior High School Students in

Colegio De San Pedro in terms of Consumer Behavior

3.1 Consumer Behavior Weighted Verbal

mean interpretation

3.1.1 The Facebook advertisement 5 Strongly Agree

is influential on my purchasing

decision

3.1.2 I research on the products 4.30 Agree

that

I see on Facebook

advertisement before

purchasing
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3.1.3 I trust the authenticity of 4.11 Agree

products advertised on

Facebook

3.1.4 Grand weighted mean 4.47 Agree

Table 6 illustrate the impact of Facebook advertisement on buying behavior of

Senior High School Students in Colegio De San Pedro in terms of Consumer

Behavior. Showed the GWM of 4.47 and VI as Agree under consumer behavior

aspect of “The Facebook advertisement is influential on my purchasing decision”

got WM of 5 and VI as ‘Strongly Agree’; On aspect of “I research on the products

that I see on Facebook advertisement before purchasing” got GW of 4.30 and VI as

‘Agree’; on aspect of “I trust the authenticity of products advertised on Facebook”

got GW of 4.11 and VI as Agree’.

This shows that majority of senior high school students in Colegio De San

Pedro agreed that the Facebook advertisement is influential on their purchasing

decision. Meanwhile, They agreed that they do research on the products that they

see on Facebook advertisement before purchasing and they trust the authenticity of

products advertised on Facebook.

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III. Assessment of the respondents on the impact of Facebook advertisement on

buying behavior in terms of Feedback & Reviews

Table 7

The Respondents’ Assessment on the impact of Facebook

advertisement on buying behavior of Senior High School Students in

Colegio De San Pedro in terms of Feedback & Reviews

4.1 Word of Mouth Weighted Verbal

mean interpretation

4.1.1 I discover new products or 4.40 Agree

brands through
recommendations from friends
or social media influencer

4.1.2 I share information about 3.94 Somehow Agree

products or services that I like

with my friends on Facebook
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4.1.3 The Feedback & reviews from 4.08 Agree

others impact my purchasing
decision

Grand weighted mean 4.14 Agree

In Table 7, respondents from Colegio De San Pedro Senior High School

assessed the impact of Facebook advertisements on the buying behavior of

students in terms of Word of Mouth Showed the GWM of 4.14 and VI as Agree

under the statement ‘I discover new products or brands through recommendations

from friends and social media influencers,’ with a WM score of 4.40, indicating

agreement. Similarly, for the statement ‘I share information about products or

services that I like with my friends on Facebook,’ they gave a WM score of 3.94,

corresponding to a ‘VI’ rating of ‘Agree.’ Lastly, for the statement 'The Feedback &

reviews from others impacts my purchasing decision,’ they assigned a WM score of

4.08, also resulting in a ‘VI’ rating of ‘Agree.’

In summary, the Senior High School students at Colegio de San Pedro agreed

that they discover new products or brands through recommendations from friends

and social media influencers. They somewhat agree with sharing information about

products or services they like with their friends on Social Media such as Facebook.

Additionally, the students agreed that Feedback & reviews recommendations from

others impact their purchasing decisions.

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VI. Is there a significant difference in respondents’ assessment of the Impact of

Facebook Advertisement on buying behavior when they are grouped according to

profile?

Table 10

Significant Difference on the Assessment of the Impact of Facebook

advertisement on buying behavior by the Respondents

When They are Grouped According to Profile

Profile F-value Table Decision Interpretatio

value n

Age 0.43 1.15 Accept Not Significant

Frequency in 0.20 3.11 Accept Not significant

viewing

Screen time 0.28 2.76 Accept Not significant

Let us recall that the decision rule for ANOVA is if the computed F-value

greater than or equal to the table value, we must reject the hypothesis. Table 10
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shows the Significant Difference on the Assessment of the Impact of Facebook

advertisement on buying behavior by the Respondents when They are Grouped

According to Profile

According to age with f-value of 0.43 and T-value of 1.15 the decision to

accept the null hypothesis

According to Weekly allowance with value of 0.20 and T-value of 3.11 the

decision is to accept the null hypothesis

According to Frequency in viewing with f-value of 0.28 and T-value of 2.76

the decision is to accept the null hypothesis

The results of the surveys shows regardless of respondent’s and there

assessment in the impact of Facebook advertisement on buying behavior of the

Senior High School students will still be the same

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Chapter 5

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents summary of finding conclusion and recommendations

relevant to The impact of Facebook Advertisement on Buying Behavior of

Senior High School Students in Colegio De San Pedro.

Summary

The researchers employed a quantititive survey method along with a validated

structured questionnaire, which served as the instrument to gather the necessary

data. A simple random sampling technique was used to select respondents,

resulting in 70 participants from Colegio De San Pedro Senior High School.

Frequency counts and percentage distribution were utilized, along with the

weighted mean, to assess the impact of Facebook advertisement on Senior High

School students. The problems used in this study are the following:

Section 1: Demographic information based on the respondents.

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Section 2: Assessment of the respondents on the impacts of Facebook

advertisements on buying behavior in terms of consumer behavior.

Section 3: Assessment of the respondents on the impacts of Facebook

advertisements on buying behavior in terms of Feedback & reviews.

Findings

The following are the findings the researchers have discovered upon the

assessment of the data acquired from the surveys conducted on the respondents:

Personal Profile

The age group of 18 to 19 was 86 (f), representing 50% as the majority

group. In the 16 to 17 age group, there were 54 (f), representing 30%, and the age

group of 20 & above had 37 (f), representing 20% of the respondents. Regarding

the gender of the respondents, there were 98 (f) females, representing 55%, and 79

(f) males, representing 44% of the respondents.

For the Weekly Allowance: P500-P1000 had 91 (f), representing 51%. Less

than 500 weekly allowance had 55 (f), representing 31% of the respondents.

P1000-P2000 weekly allowance had 27 (f), representing 15% of the respondents.

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There were 4 (f) with more than 2000 weekly allowance, representing 3% of the

respondents.

The frequency in viewing of the respondents shows that 69 (f), representing

40%, have a frequency in viewing of 5-6 hours. For 2-4 hours of frequency in

viewing, there were 58 (f), representing 32%, and more than 6 hours of frequency in

viewing had 50 (f), representing 28% of the respondents.

Assessment on Consumer Behavior

The respondents on the impacts of Facebook advertisement on the buying

behavior of Senior High School Students at Colegio De San Pedro, regarding

consumer behavior showed the GWM was 4.47 and VI was agree indicated that in

terms of “The Facebook advertisement is influential on my purchasing decision”,

with a weighted mean (WM) of 5, corresponding to ‘Strongly Agree’. Regarding the

“I research on the products that I see on Facebook advertisement before

purchasing”, the WM was 4.30, indicating ‘Agree’. The aspect of “I trust the

authenticity of products advertised on Facebook” had a WM of 4.11, also

corresponding to ‘Agree’.

Assessment on Feedback & Reviews

 COLEGIO DE SAN PEDRO 35

The respondents’ assessment on the impacts of Facebook advertisement on

buying behavior of Senior High School Students in Colegio de San Pedro in terms

of Feedback & Reviews Showed the GWM was 4.14 and VI was agree ,in terms of

‘I discover new products or brands through recommendations from friends or social

media influencer’ got a WM of 4.40 and VI was ‘Agree’. Under frequency in viewing,

aspect of, “I share information about products or services that I like with my friends

on Facebook” got a WM of 3.94 and VI of ‘Somehow Agree’. On aspect of “The

feedback & reviews from others impact my purchasing decision” got a WM of 4.08

and VI of ‘Agree’.

Conclusion

Based from the findings of the study, the following conclusions are made

Personal profile

The researchers concluded that the majority of senior high school students in

Colegio De San Pedro with the age range of 16 to 20 years old are exposed to

Facebook, which impact their buying behavior. This can be attributed to the fact this

age bracket represents that Facebook platforms are widely used by this age group,

and is more exposed to Facebook trends and peer influence.

 COLEGIO DE SAN PEDRO 36

They also concluded that most consumers were Female that often use

Facebook and have the high chance of getting affected by the advertisement they

see on it.

With the majority of respondents, the weekly allowance that student

consumers usually receive falls between ₱500 to ₱1000 per week. With that, the

researchers concluded that the consumers who receives this amount may have

affected the buying behavior based on what they can afford to purchase.

The majority of senior high school students consumers says that they have a

frequency in viewing of 5 to 6 hours, the researchers further conclude that having

that amount of frequency in viewing a day can exposed the consumers to many

social media ads they might see on Facebook platforms they use which is

Facebook, based on the findings. Interacting or being exposed on the

Advertisement they see on Facebook can have an impact on their consumer

behavior.

They further conclude that this suggests that the constant exposure to these

ads can shape their preferences, create brand awareness, and ultimately drive their

purchasing behaviors.

Likewise, the researchers found that the effectiveness of Facebook

advertisements is influenced by the level of engagement and interaction between

 COLEGIO DE SAN PEDRO 37

the students and the advertisements. Students who actively engage with the

advertisements, such as commenting, sharing, or liking, are more likely to be

positively influenced and exhibit a higher propensity to make purchases.

In contrast, the researchers did not find a significant influence of Facebook

advertisement on buying behavior among students who have limited exposure to

Facebook platforms. This suggests that the effectiveness of Facebook

advertisement may vary depending on the individual’s familiarity and engagement

with these platforms.

Assessment on Consumer Behavior and Feedback & Reviews

The assessment on Consumer Behavior conducted at Colegio de San Pedro

found that the majority of Senior High School students believe that Facebook

advertisements have a significant influence on their purchasing decisions. This

indicates that Facebook advertisements do indeed impact consumer choices.

Similarly, the assessment on Feedback & Reviews revealed that most Senior High

School students at Colegio de San Pedro discover new products or brands through

recommendations from friends or social media influencers. This suggests that

Feedback & Reviews also plays a role in consumer decisions.

 COLEGIO DE SAN PEDRO 38

Overall, these assessments highlight the impact of Facebook advertisements,

Feedback & Reviews, and consumer behavior among Senior High School students

at Colegio de San Pedro.

Hypothesis test

In the overall tests of hypothesis, the researchers firmly analyzed that there is no

significant difference in the assessment of the respondents on the impact of

Facebook advertisement on the buying behavior of Senior High School students

when they are grouped according to their profiles, such as age, weekly allowance,

Frequency in viewing. This indicates the acceptance of the hypothesis formulated in

this study.

Recommendations

The following recommendations by the researchers to the Impact of Social

Media Advertising on Buying Behavior of Senior High School Students in Colegio

De San Pedro.

Since the Impact of Social Media Advertising in Colegio De San Pedro. The

researchers recommend that they should have more control in terms of Consumer
 COLEGIO DE SAN PEDRO 39

Behavior and Word of Mouth in order to maintain and practice safe browsing and

buying products through online.

Since most of the respondents of Social media Advertising on buying behavior

of the students have their owned accounts, they can access everywhere in social

media platform to search any products and make purchase, Even though they

practice browsing first before buying the product through store, there’s still a lot of

fake account’s faking there identify to sell fake products and scam people.

Therefore the researchers suggest that every Consumers should not base in one

opinion through online, do not underestimate the importance of searching the

product first before purchasing the item.

The researcher also recommends consulting with adults first before

purchasing the products to make sure that the product is authentic, therefore the

researchers recommend to canvas first before purchasing. Some products will have

less prices than the original and still be authentic

 COLEGIO DE SAN PEDRO 40

BIBLIOGRAPHIES

Books

Clootrack (2020) https://www.clootrack.com/knowledge_base/how-does-social-

media-influence-consumer-behavior?hs_amp=true How does social media
influence consumer behavior

McLuhan (2021) -5https://philarchive.org/archive/CABTIO McLuhan’s Media

Theory p. 75

Vanden Bergh, Lee, Quilliam, and Hove (2011)

https://www.tandfonline.com/doi/abs/10.2501/IJA-30-1-103-131

The multidimensional nature and brand impact of user-generated ad parodies in

social media.
 COLEGIO DE SAN PEDRO 41

(Irfan et al., 2017) The Social Media Advertising Model (SMAM)

https://www.researchgate.net/publication/326146721_ The social media

advertising_Model_SMAM_A_Theoretical_Framework

Okazaki & Taylor (2013) https://scholar.google.com/scholar?

hl=en&as_sdt=0%2C5&q=okazaki+and+ta

ylor+2013&oq=okazaki+and+taylor+#d=gs_qabs&t=1715062385034&u=%23 p

%3D0Xn5X7sJJRgJ

RRL

Yogesh K. Dwivedi, Kawaljeet Kaur Kapoor, Hsin Chen (2015)

https://www.ingentaconnect.com/content/westburn/tmr/2015/00000015/00000

003/art00003 Social media marketing and advertising, The Marketing Review

15 (3), 289-309, 2015

Angreeni Laydi and Felicia Permatasari (2018) The effects of social media

advertising on consumer purchase intention: a case study of Indonesian family

start-up enterprises

https://www.inderscienceonline.com/doi/abs/10.1504/IJTTC.2018.097422
 COLEGIO DE SAN PEDRO 42

Rei Geronimo (February 2024) The Cost of Social Media Advertising

https://www.spiralytics.com/blog/the-cost-of-social-media-advertising-in-

thephilippines/

Herradura Jr. Intud, robis Nartea (2019)

https://www.coursehero.com/file/140687292/CHAPTER-2docx/ Facebook

Advertising’s Impact on College Of Business Administration Students’

Intention-To-Purchase and Purchase Behavior of PUP-Manila

Gregorio (2013) Digital Marketing in the Philippines

https://digitalmarketingphilippines.com/the-state-of-digital-marketing-in-

thephilippines/
 COLEGIO DE SAN PEDRO 43

Dear Respondent:

The undersigned, taking up SHS under Accountancy, Business, Management will

conduct a thesis entitled, “THE IMPACT OF FACEBOOK ADVERTISEMENT ON
BUYING BEHAVIOR OF SENIOR HIGH SCHOOL STUDENTS IN COLEGIO DE
SAN PEDRO”

This study will help us to determine the impact of Facebook advertisement on

buying behavior of Senior High School Students in terms of consumer behavior and
Feedback & Reviews in Colegio De San Pedro.

We assure that your answers to this survey-questionnaire will be treated with

utmost confidentiality. The survey result will be analyzed for academic purposes.

Thank you for your kind cooperation in the conduct of this study. Your responses
will contribute for this academic research.

Sincerely Yours,

Jamby Gabane Sabria B. Boholst

Ashley G. Davis. Therese Aurelio

Ella mae Briangas Irish Catherine Manaloto

 COLEGIO DE SAN PEDRO 44

Joanne Panal. Ghizel Cañete

Luis Jhon Loyd O. Cruz

PROF. JOMAR VICONIA, LPT.

Member
COLEGIO DE SAN PEDRO, INC.
Phase 1A Pacita Complex, San Pedro Laguna
SENIOR HIGH SCHOOL DEPARTMENT

We the Grade 12 students of Colegio de San Pedro is having our Research Project entitled
‘’The Impact of Facebook Advertisement on Buying Behavior of Senior High School
Students in Colegio De San Pedro. May we request you to be one of our respondents by
answering this survey questionnaire. Thank you.

PART I: RESPONDENTS DETAILS

Age: __ 16-17 __ 18-19 Weekly allowance: __ Less than ₱500 __ ₱500-₱1000

__ 20 & Above __ ₱1500-₱2000 __ More than ₱2000

Gender: __ Female frequency in viewing: __ 2- 4hrs __ 5- 6hrs

__ Male __ More than 6hrs

PART II. ASSESSMENT. Please indicate the effect of Facebook advertisement on your buying
behavior as a consumer according to the following criteria.

Instruction: Using the 5-point scale shown below. Rate the following questions by placing a check in
the box. Please answer the question honestly. Do not leave each item unanswered.

Strongly Agree Agree Somehow Agree Disagree Strongly Disagree

5 4 3 2 1

Question 5 4 3 2 1
 COLEGIO DE SAN PEDRO 45

A. Consumer behavior - - - - -
1. The Facebook advertisment is influential on my
purchasing decision
2. I research on the products that i see on Facebook
advertisment before purchasing
3. I trust the authenticity of products advertised on social
media
.B. Feedback & Reviews - - - - -
1. I discover new products or brands through
recommendations from friends or social media influencer
2. I share information about products or services that I like
with my friends on Facebook
3. The Feedback & Reviews from others impact my
purchasing decision.

CURRICULUM VITAE

PERSONAL BACKGROUND

Name : Jamby Gabane

Date of Birth : May 13 2005

Place of birth : Casapa Jiabong Samar

Age : 18

Civil Status : Single

Home Address : #3 Unit A Brgy. Pacita 1 San Pedro, Laguna

EDUCATIONAL BACKGROUND
 COLEGIO DE SAN PEDRO 46

Elementary : Casapa Elementary School Year: 2011 - 2017

Secondary : San Pedro Recolation Center Year: 2021 - 2022

National High School

Tertiary : Colegio De San Pedro Year: Present

PERSONAL BACKGROUND

Name : Sabria B. Boholst

Date of Birth : May 25, 2006

Place of birth : Nueva Ecija

Age : 17

Civil Status : Single

Home Address : Blk4 Lt1 Villa Paz II Compd, San Vicente,

San Pedro, Laguna

EDUCATIONAL BACKGROUND

Elementary : Pacita Complex 1 Elementary School Year: 2012 - 2018

 COLEGIO DE SAN PEDRO 47

Secondary : Pacita Complex National High School Year: 2018 – 2022

Tertiary : Colegio De San Pedro Year: Present

PERSONAL BACKGROUND

Name : Ashley Shane G. Davis

Date of Birth : August 25, 2005

Place of birth : San Pedro, Laguna

Age : 18

Civil Status : Single

Home Address : Blk 31 Lot 20 Our lady of Dela Paz St.

Brgy Rosario Complex, SPL

EDUCATIONAL BACKGROUND

Elementary : Rosario Complex Elementary School Year: 2011 - 2017

 COLEGIO DE SAN PEDRO 48

Secondary : Pacita Complex National High School Year: 2017 – 2022

Tertiary : Colegio De San Pedro Year: Present

PERSONAL BACKGROUND

Name : Ghizel Ann Cañete

Date of Birth : September 23, 2005

Place of birth : Adelina 2

Age : 18

Civil Status : Single

Home Address : Strawberry Hills GMA Cavite

EDUCATIONAL BACKGROUND

Elementary : Chrysanthemum Village Year: 2012 – 2018

Elementary School
 COLEGIO DE SAN PEDRO 49

Secondary : Pacita Complex National High School Year: 2028 – 2022

Tertiary : Colegio De San Pedro Year: Present

PERSONAL BACKGROUND

Name : Irish Catherine A. Manaloto

Date of Birth : March 17, 2005

Place of birth : Paracale, Camarines Norte

Age : 19

Civil Status : Single

Home Address : B-4 L-20 Begonia St. Elvinda Village Brgy. Fatima,

San Pedro Laguna

EDUCATIONAL BACKGROUND

Elementary : San Vicente Elementary School Year: 2011 - 2017

 COLEGIO DE SAN PEDRO 50

Secondary : Pacita Complex National High School Year: 2017 – 2022

Tertiary : Colegio De San Pedro Year: Present

PERSONAL BACKGROUND

Name : Therese H. Aurelio

Date of Birth : February 6, 2004

Place of birth : Quezon City

Age : 20

Civil Status : Single

Home Address :7 P. Gomez St. Phase 3, Pacita Complex 1

Brgy San Vicente, San Pedro City, Laguna

EDUCATIONAL BACKGROUND

Elementary : Immaculate Heart of Mary School Year: 2013 - 2014

 COLEGIO DE SAN PEDRO 51

Secondary : Alternative Learning System (ALS) Year: 2020 – 2021

Tertiary : Colegio De San Pedro Year: Present

PERSONAL BACKGROUND

Name : Joanne M. Panal

Date of Birth : August 23. 2004

Place of birth : San Pedro Laguna

Age : 19

Civil Status : Single

Home Address : 46 Maligaya 5 Brgy. Chrysanthemum spl

EDUCATIONAL BACKGROUND

Elementary : Chrysanthemum village Year: 2012 – 2013

Elementary School
 COLEGIO DE SAN PEDRO 52

Secondary :Sampaguita village national Year: 2020 - 2021

High School

Tertiary : Colegio De San Pedro Year: Present

PERSONAL BACKGROUND

Name : Ella May M. Bringas

Date of Birth : May 15 2006

Place of birth : San Pedro Laguna

Age : 17

Civil Status : Single

Home Address : Newton heights subdivision, halang rd, biñan

EDUCATIONAL BACKGROUND

Elementary : Pacita 1 Elementary school Year: 2012 - 2018

Secondary : Pacita Complex National High School Year: 2018 – 2022

 COLEGIO DE SAN PEDRO 53

Tertiary : Colegio De San Pedro Year: Present

PERSONAL BACKGROUND

Name : Luis jhon loyd O. cruz

Date of Birth : October 03. 2004

Place of birth : Makati

Age : 19

Civil Status : Single

Home Address : blk 1 lot 20 moises carmen ave. Brgy san lorenzo san

pedro laguna

EDUCATIONAL BACKGROUND

Elementary : san vicente elementary school Year: 2011 - 2017

Secondary : Pacita Complex National High School Year: 2017 – 2022

 COLEGIO DE SAN PEDRO 54

Tertiary : Colegio De San Pedro Year: Present