HOLY SPIRIT NATIONAL HIGH SCHOOL

Sto. Ireneo St. Dona Juana Ext., Brgy. Holy Spirit, Quezon City
Email: [email protected]
SENIOR HIGH SCHOOL

IMPACT OF TIKTOK ADVERTISING ON CONSUMER BUYING

BEHAVIOR OF SENIOR HIGH SCHOOL STUDENTS

Presented To

A Research

The Faculty Of Senior High School

Holy Spirit National High School

In Partial Fulfillment

Of The Requirements For Practical Research II

By

AÑES MARILYN
CENTENO JADE NICOLE
DALUSONG NOAH
DAVID JR
ROLDAN KYLLE ASHLYN
TANAEL ANSHALENE NICOLE
TIBURCIO JHLEE
TIOZON KIMBERLY
Researchers

October 2024
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TABLE OF CONTENTS

Title Page ..................................................................................... i

Table of Contents ....................................................................... ii

Chapter I: The Problem and Its Background

Introduction ....................................................................... 1

Background of the study ..................................................... 2

Statement of the problem .................................................... 6

Hypothesis .......................................................................... 7

Scope and Delimitation ....................................................... 7

Significance of the Study .................................................... 8

Chapter II: Review of Related Literature and Studies

Related Literature ............................................................. 10

Related Studies ................................................................ 16

Synthesis of the Related Studies ...................................... 27

Theoretical Framework .................................................... 27

Conceptual Framework .................................................... 29

Definition of Terms .......................................................... 30

Chapter III: Methodology

Research Design ............................................................... 32

Population and Sample of the Study ................................. 32

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Research Instrument ........................................................ 33

Validation of the Research Instrument .............................. 34

Data Gathering Procedure ................................................. 35

Statistical Treatment of Data ............................................. 35

Chapter I
THE PROBLEM AND ITS BACKGROUND

This chapter presents the problem, its setting, and the initial

review of the study's purpose. This chapter includes the introduction,

background of the study, statement of the problem, hypothesis,

significance of the study, scope and delimitation, and definition of

terms.

Introduction

In the digital age social media platforms have revolutionized the

way businesses interact with consumers. One such platform, TikTok,

has rapidly gained popularity, especially among younger demographics.

Its short-form video format and engaging content have made it a

powerful tool for advertising. This study delves into the influence of

Tiktok advertising on the consumer buying behavior of senior high

school students, a demographic known for its digital savviness and

significant purchasing power.

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The advertising landscape has shifted from traditional methods

to digital ones. In 2023, global digital ad spending surpassed

traditional ad channels, exceeding $677.7 billion. This trend is

particularly evident in emerging markets like the Philippines, where

internet and smartphone penetration have rapidly increased.

The Philippines, with its large youth population, has become a

prime market for digital marketing. Senior high school students

represent a highly influential consumer segment. As digital natives,

they are constantly exposed to technology, and their online behavior,

including social media usage, significantly impacts their purchasing

decisions.

Tiktok appeal to this demographic is undeniable. Its algorithm

personalizes content based on user preferences, ensuring ads are

relevant and engaging. Tiktok influencer culture has also created a

strong marketing channel, allowing brands to collaborate with popular

creators to reach their target audience. Research indicates that

influencer marketing can significantly influence consumer perceptions

and purchase intentions. Huang et al., (2021).

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Background of the Study

The development of social media has completely changed the way

companies communicate with their customers. Tiktok has become one

of these networks’ most effective tools, especially for attracting younger

audiences. Tiktok is a short-form video sharing app that has become a

very popular platform for advertising due to its distinctive style and

algorithm. This study aims to look at how senior high school students,

who are recognized for having substantial spending power and a keen

understanding of digital technology, behave while making purchases.

Global research has shown that social media advertising,

particularly among younger generations, has a substantial impact on

consumer behavior. According to Pew Research Center (2018), 73% of

American teenagers use social media to research new companies or

products. Similarly, eMarketer (2021) predicted that global spending on

social media advertising would reach nearly $175 billion.

In the Philippines, the rapid growth of internet penetration and

smartphone usage has led to a surge in social media adoption. TikTok,

in particular, has gained immense popularity among Filipinos,

especially among younger demographics. According to a report by We

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Are Social and Hootsuite in 2023, the Philippines has the highest daily

time spent on social media globally. Given the high level of engagement

on TikTok and the increasing number of Filipino businesses using the

platform for advertising, it is important to understand its impact on

consumer buying behavior, especially among senior high school

students.

Statement of the Problem

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

1.1. Gender

1.2. Track/Strand

2. How may the respondents perceive Tiktok advertisement on

consumer buying behavior in terms of

2.1. Content

2.2. Following

3. What impact does Tiktok advertising have on consumer buying

behavior?
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Hypothesis

There is no significant relationship between Tiktok advertising

and the consumer buying behavior of senior high school students. This

suggests that the exposure to Tiktok advertisements does not

significantly influence the purchasing decisions of this demographic.

Scope and Delimitation

This study focuses on understanding the relationship between

TikTok advertising and buying behavior among senior high school

students at Holy Spirit National High School during the 2024-2025

school year. The study specifically investigates the experiences and

perceptions of Grade 11 and 12 students, examining how TikTok

advertising influences their consumer decisions The research aims to

provide insights into the extent to which Tiktok ads affect the buying

behavior of this specific demographic within the school setting. The

study has certain limitations. It does not include students from other

grade levels, and it primarily focuses on the effects of TikTok

advertising, excluding other social media platforms. Additionally, the

research is limited to Holy Spirit National High School and may not be

generalizable to other populations or contexts.

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Significance of the study

Students. By understanding how TikTok advertising influences

their purchasing decisions, students can become more aware of the

persuasive techniques used in digital marketing. This awareness can

empower them to make more informed choices and develop responsible

consumer behavior.

Parents. The study will help parents understand how TikTok

advertising may affect their children’s spending habits and preferences. This

knowledge can enable them to have informed conversations with their

children about responsible consumption and online safety.

Researchers. This study will contribute to the growing body of

knowledge on social media advertising and consumer behavior,

particularly among adolescents. The findings can serve as a basis for

future research on the impact of digital marketing on various

demographics and in different cultural contexts.

Businesses and Marketers. By understanding how Tiktok

advertising affects senior high school students, businesses and

marketers can develop more effective and targeted advertising

campaigns. This knowledge can help them create content that

resonates with this demographic, leading to increased brand awareness

and engagement.
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Definition of Terms

Consumer Buying Behavior. Encompasses the processes

involved in consumers selecting, purchasing, using, and disposing of
products or services to satisfy their needs and wants.

Tiktok Advertising. refers to paid promotional content on the

Tiktok platform designed to reach and engage a target audience,
influencing their perception and purchasing decisions.

Behavior. The observable actions, reactions, or responses of an

individual or group in a given situation or context. In the context of
consumer behavior, it refers to how consumers interact with products,
services, or brands.

Consumer. is an individual or entity that purchases goods or

services for personal use or consumption. They are the end-users of
products and services in the market.

Tiktok. A popular social media platform that allows users to

create and share short-form videos, often accompanied by music,
sound effects, and visual effects. It has become a significant platform
for advertising and reaching a wide audience.

Impulse Buying. The tendency to make unplanned purchases,

often in response to an emotional trigger or a sudden urge.

Social Media Influencer. An individual who has a large following

on social media and can influence the opinions and behaviors of their
followers.
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Chapter II
REVIEW OF RELATED LITERATURE AND STUDIES

The relationships between studies, data, literature, and

information regarding the research topic are presented in this chapter.

This chapter contains the theoretical framework, conceptual

framework, synthesis of the reviewed studies, and related literature

that is relevant to the subject.

Related Literature

Tiktok as a Unique Platform for Digital Marketing

Study by Guarda, T., et al. (2021). Social media currently has a

high number of users, resulting in changes in behavior and

relationships between companies, consumers and followers. With this,

the number of companies adhering to digital marketing strategies grows

significantly, resulting in greater attention from brands for this

medium, as it is through it that the company and its positioning can

be presented, or even develop a relationship with consumer. The latest

revolution in social media is called Tiktok. Its success is due to the fact

that the application has a touch of creativity and self-expression and

also a touch of digital marketing. Not only does it offer you to upload

your own videos and then edit it with a variety of themes, but possibly

create a collaboration with another user.

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TikTok has rapidly emerged as a significant player in the social

media landscape, gaining widespread popularity and influencing

consumption behaviors across the globe. As people increasingly turn to

social media platforms to share their lives and opinions, TikTok has

become a key medium for online marketing and consumer engagement.

The platform’s exponential growth, particularly in the context of social

media marketing, has prompted researchers to examine its impact on

consumer behavior. This growing interest in TikTok’s role in online

shopping and marketing strategies highlights its relevance as both an

entertainment platform and a tool for business. Fu (2023)

Engaging Content and Consumer Behavior

The rapid growth of platforms like TikTok has transformed how

Generation Z interacts with digital content and brands. According to

Ortiz, et al. (2023), their study reveals that TikTok’s dynamic content

significantly enhances media and brand engagement among

Generation Z. The research shows that effective engagement, driven by

interactivity and perceptual psychology, positively influences purchase

intention. This underscores the importance of crafting engaging TikTok

content that resonates with users to drive brand interaction and

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consumer decision-making. Their findings contribute to a deeper

understanding of consumer engagement strategies in the social media

landscape.

In recent years, TikTok has emerged as a key platform in

marketing strategies due to its growing market and high engagement,

particularly among Generation Z users. As short-form videos dominate

the platform, brands are leveraging emotional, entertaining, and

informative content to capture the attention of this demographic.

Research by Araujo et al. (2022) explored how these types of content

influence user behavior and their associations with purchase intention.

The study highlights that while all content dimensions impact

consumer behavior, only emotional content significantly affects

purchase decisions. Understanding this can help marketers tailor

strategies more effectively on TikTok.

With TikTok’s increasing popularity among young people,

marketers are leveraging the platform to advertise beauty products.

However, attracting consumer attention and ensuring a positive

product image remain significant challenges. Darmatama (2021)

investigated the impact of TikTok advertisements and product image on

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consumer purchasing decisions. Using theories such as SOR and the

AISAS model, their study revealed that both TikTok advertisements and

beauty product image significantly influence purchase decisions, with

product image being the most dominant factor. This highlights the

importance of maintaining a strong product image in digital marketing

strategies.

As short-form video ads continue to grow in popularity, capturing

consumer attention amidst homogenized content has become

increasingly challenging. Meng et al. (2024) investigated the content

characteristics that influence consumer purchase behavior on TikTok.

Their study identified trustworthiness, expertise, attractiveness,

authenticity, and brand heritage as key factors. The findings revealed

that trustworthiness, expertise, and attractiveness positively impact

consumer purchases, while authenticity and brand heritage exhibit a

U-shaped effect on purchase behavior. These insights provide valuable

theoretical and managerial implications for marketers aiming to

optimize short-form video content to drive consumer engagement and

sales.
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Personalization and Targeting in TikTok Advertising

TikTok’s rapid growth as a social media platform presents

opportunities for marketers to capture customer attention through

short video ads. Understanding the factors that influence purchase

intentions is essential for effective marketing strategies. Dwinanda et

al. (2022) investigated how elements like entertainment,

personalization, credibility, and interactivity in TikTok ads affect

purchase intentions through advertising value and attitude toward

advertising. Their study found that personalization had the strongest

positive impact, while irritation and informativeness did not

significantly affect purchase intention, emphasizing the importance of

tailored content in TikTok advertising strategies.

TikTok has quickly become a dominant social media platform,

especially among younger users, making it a key tool for marketers

aiming to reach this demographic. With its short-form video format,

TikTok offers advertisers the ability to create engaging, attention-

grabbing content that resonates with viewers. According to Hossain

(2022), several factors contribute to TikTok’s effectiveness as an

advertising platform among university students. The platform’s ability

to personalize content for individual users allows for more relevant and
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targeted advertisements, which in turn leads to greater consumer

engagement. Additionally, TikTok’s short video format makes it easier

for brands to capture users’ attention quickly, an essential factor in the

fast-paced nature of social media browsing. This combination of

personalized content and short, impactful video advertisements can

significantly influence university students’ purchase intentions,

making TikTok a powerful platform for advertisers looking to increase

brand awareness and drive sales among this demographic.

TikTok’s growing influence as a platform for social media

advertising has raised questions about its impact on consumer

behavior. According to Bakar & Rahim (2023), there is a significant

relationship between users’ perceptions of TikTok advertisements and

their purchasing behavior. The study revealed that users with positive

perceptions of TikTok ads exhibit higher levels of purchasing behavior,

indicating the importance of favorable ad perception in driving

consumer decisions. This insight underscores the need for marketers

to craft engaging and appealing content to influence purchase intent

effectively on platforms like TikTok.

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Following influencer

According to Lou et al. (2023) influencer marketing on social

media has become increasingly prominent, with platforms such as

Tiktok playing key roles in shaping influencer-follower relationships.

These relationships are vital for driving advertising effectiveness, as

they foster parasocial interactions, where followers feel a personal

connection with influencers. Different social media platforms offer

unique characteristics, such as media richness and user engagement

features, which can influence the strength of this relationship and,

consequently, the success of marketing campaigns. Research

highlights that understanding these platform-specific dynamics is

essential for maximizing the impact of influencer marketing.

TikTok has rapidly become a powerful platform influencing

consumer behavior, particularly in impulsive buying decisions.

According to Teo, et al. (2023), TikTok’s visual appeal and product

feasibility significantly influence perceived enjoyment and usefulness,

leading to increased impulsive purchases. Furthermore, TikTok has

evolved into more than an entertainment platform, with users reviewing

and showcasing products, impacting buying decisions (Angeles et al.,

2020). This shift highlights how TikTok combines entertainment with

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commerce, making it a unique marketplace where consumers engage

with both brands and peer feedback, fostering trust and influencing

purchase behaviors.

As social media platforms like TikTok continue to influence

consumer behavior, understanding the factors affecting online

purchase intention has become crucial for businesses. Ngo et al. (2022)

conducted a study to explore the factors influencing the online

purchase intention of Generation Z in Vietnam, focusing on TikTok

advertisements. The results identified four key factors—information,

entertainment, trust, and social interaction—that positively affect

purchase intentions, with information having the most significant

impact. These findings provide valuable insights for businesses aiming

to improve their advertising strategies on TikTok to effectively engage

Gen Z consumers.

According to Yang et al. (2021), Tiktok has emerged as a major

platform where influencers not only entertain but also sell products

through short videos. Research shows that influencer marketing on

TikTok can drive significant sales, especially for impulsive and

inexpensive purchases. The success of these influencer video ads is

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largely predicted by a new metric called the motion score (m-score),

which measures the product’s placement in the most engaging parts of

the video

Study by Nguyen (2022), TikTok advertising, especially through

influencer marketing, significantly impacts consumer behavior,

particularly among Generation Z. The platform’s algorithm promotes

short, engaging content, which captures the attention of younger users,

leading to quick purchasing decisions. Influencers on TikTok play a

pivotal role in this process by creating relatable and trendy content that

resonates with their audience. This leads consumers to follow their

recommendations and make purchases, either impulsively or after

minimal information search. The integration of entertainment,

inspiration, and trend-following within TikTok’s content fosters a

connection between influencers and their followers, encouraging them

to buy promoted products or services.

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Short-Form Video Ads

With the rapid development of the internet, online shopping has

become a key consumption channel, and competition in the B2C e-

commerce market has intensified. Ali et al. (2024) explored how short

video marketing on platforms like TikTok can attract and retain users,

ultimately influencing consumer purchase intention. Their study

emphasizes the unique ability of short videos to deliver rich content in

a concise format, allowing businesses to subtly influence consumer

behavior and stimulate purchases. The transformation of short videos

from entertainment to a key content marketing tool highlights their

potential in enhancing shopping experiences and driving consumer

engagement.

Short-form video content has garnered significant attention and

is now widely used not only for entertainment but also for advertising.

According to Xiao et al. (2023) explored the factors that influence

consumer engagement behavior in short-form video advertisements,

focusing on TikTok. Their study identified four key features

performance expectancy, entertainment, tie strength, and sales

approach that significantly affect consumer engagement. Additionally,

product type was found to moderate these effects. By combining uses

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and gratifications theory with signal theory, the research provides new

insights into consumer engagement and highlights the importance of

tailoring advertising strategies based on product type. This study

advances social media advertisement literature and offers practical

implications for marketers aiming to enhance consumer engagement

through short-form video ads.

Video Content as Effective Advertising Strategies

TikTok has transitioned from an entertainment platform to an

online marketplace, offering advertisers a unique environment to reach

consumers. De Jesus & Santiago (2022) examined TikTok’s

effectiveness as an advertising platform and its influence on the

purchasing habits of young adult consumers in Nueva Ecija’s 4 th

district. Their findings highlight video content are particularly effective

strategies, with personal factors like age significantly influencing

purchasing decisions. The study underscores TikTok’s potential in

building consumer trust and brand engagement, recommending that

sellers focus on engaging live-selling and influencers create impactful

short-video content.
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Advertising has evolved into a multifaceted communication tool,

with platforms like TikTok emerging as significant channels. Jannah &

Purworini (2023) examined the impact of exposure to Specific product

ads on TikTok on consumer buying interest. Using the SOR Theory and

a quantitative descriptive approach, their study involved 215

respondents from a population of 535,200 product followers. The

analysis, performed using IBM SPSS Statistics 23, revealed that TikTok

ads positively influence buying interest, with an R value of 0.511 and

an R square of 0.261, indicating that exposure to TikTok ads

contributes 26.1% to buying interest. This research underscores the

effectiveness of TikTok advertising in enhancing consumer engagement

and provides valuable insights for improving marketing strategies.

Consumer Behavior on TikTok

Social media platforms have rapidly transformed consumer

behavior, particularly among Generation Z, often referred to as

Zoomers. Among these platforms, TikTok has emerged as a dominant

force, influencing product and brand preferences through various

elements like advertisements, brand visibility, and the persuasive

power of influencers. TikTok celebrities, in particular, seem to possess

the ability to influence consumer choices, driving trends and shaping

purchasing decisions. By Dirir, (2022).

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According to Phuatangsila (2022), TikTok has emerged as a

powerful tool in digital marketing, significantly influencing Generation

Z’s buying behavior. Its short, creative video format appeals to Gen Z

users, leading to impulsive purchasing decisions. Research shows that

Gen Z consumers are drawn to authentic and relatable content on

TikTok, making it an ideal platform for brands to engage younger

audiences effectively. The unique algorithm of TikTok, which matches

user preferences, further enhances consumer engagement and

encourages brand interaction

According to Kaukoranta, (2024), TikTok has emerged as one of

the most influential social media sites that tend to define consumer

buying behavior. This is due mainly to short video content and

algorithm-driven feeds through which the advertisements reach the

consumers more effectively. Impacts on purchases through the

induction of impulse buying have been both on TikTok and Instagram

advertising according to the findings of Kaukoranta. It is primarily

because the interface relies on influencers and user-generated content

while convincing consumers, mainly the younger crowds, to make

impulse buys based on reviews of products and peer reviews. In that

respect, the fact that TikTok stands out as a strong and relatable visual
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delivery means it has become one of the most powerful tools that

marketers can use for greater brand visibility and to drive sales.

Based on Sindhuja et al. (2023), TikTok has rapidly emerged as

a significant player in the social media advertising landscape,

particularly impacting consumer buying behavior. TikTok’s short-form

video content, combined with the platform’s ability to create viral

trends, engages consumers in unique ways that other platforms may

not. Users, especially from younger demographics, are highly receptive

to TikTok’s advertising, often influenced by social media challenges,

dances, and influencers who promote products directly. This

heightened engagement leads to increased brand awareness and often

immediate purchasing decisions. The influence of TikTok advertising is

evident in its ability to generate quick responses from consumers by

integrating entertainment with marketing, fostering a connection that

translates into consumer trust and purchase behavior.

TikTok has significantly influenced consumer behavior,

especially among Generation Z, by fostering impulsive purchasing

decisions through its engaging and algorithm-driven content. TikTok’s

format of short, entertaining, and often user-generated videos has

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proven effective in captivating users’ attention, prompting them to

make unplanned purchases. The platform’s ability to display highly

personalized content based on user preferences through its “For You”

page strengthens its role in shaping consumer buying behavior. This

feature encourages users to repeatedly engage with content that aligns

with their interests, thereby increasing the likelihood of purchase

decisions made without thorough evaluation. According to Khalid et al.

(2023).

Study by Zhang (2024) claims that TikTok advertising, with its

imaginative and engaging content, is important in influencing the

purchasing decisions of consumers. Because of its distinctive features

like short films the platform is perfect for advertising goods and

services. The study demonstrates that TikTok social media advertising

has a major influence on consumer buying decisions by encouraging

impulsive purchases and increasing user engagement. The platform’s

ability to employ algorithms to customize information according to user

preferences results in a more individualized experience that increases

conversion rates.
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Synthesis of Related Study

The research offers a multifaceted perspective on the impact of

TikTok advertising on consumer behavior. Some studies emphasize the

platform’s unique features, such as Guarda et al. (2021), who highlight

TikTok’s potential for enhancing consumer relationships due to its

interactive nature. Others delve into specific content characteristics,

with Araujo et al. (2022) revealing the significant effect of emotional

content on purchase intentions, suggesting that emotionally resonant

content drives buying decisions.

The importance of personalization and interactivity in TikTok ads

is underscored by Dwinanda et al. (2022) and Hossain (2022),

particularly for engaging university students, indicating that tailored

content leads to greater engagement. Meng et al. (2024) further identify

key content characteristics like trustworthiness and expertise as major

influencers of purchase behavior, adding another layer to

understanding how content affects consumer decisions.

The evolution of TikTok into an effective marketing medium is

discussed by De Jesus & Santiago (2022) and Ali et al. (2024), who

focus on the success of live-selling and short video content in

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influencing consumer engagement and purchase intentions,

highlighting the platform’s shift from entertainment to a marketplace.

Specific factors influencing purchase intention are explored by

Ngo et al. (2022) and Xiao et al. (2023), who emphasize the nuanced

effects of elements like information, trust, and content features,

providing a more granular understanding of consumer behavior.

The effects of ad exposure on buying interest are analyzed by

Jannah & Purworini (2023) and Bakar & Rahim (2023), who find that

positive perceptions of TikTok ads drive purchase intentions, linking ad

perception to actual buying behavior. The role of dynamic and

interactive content in enhancing engagement and brand interaction

among Generation Z is highlighted by Ortiz et al. (2023), emphasizing

the importance of content format.

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Theoretical Framework

This study is grounded in the Theory of Planned Behavior (TPB)

by Ajzen (1991), which proposes that an individual’s intention to

perform a behavior is influenced by their attitudes, subjective norms,

and perceived behavioral control. In the context of TikTok advertising,

these constructs will be explored to understand how they impact

consumer buying behavior among senior high school students. For

instance, attitudes toward TikTok ads may influence the intention to

purchase advertised products, social norms may affect the perception

of those products, and perceived control over online shopping may

influence the actual purchase.

The Elaboration Likelihood Model (ELM) by Petty and Cacioppo

(1986) will be incorporated to examine how persuasive messages on

TikTok are processed. This model suggests that consumers may

process TikTok ads through either a central route, involving thoughtful

consideration of the message content, or a peripheral route, focusing

on superficial cues like influencer attractiveness. Previous research

has utilized the ELM to understand how different types of TikTok ads

influence consumer attitudes and purchase intentions.

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Conceptual Framework

This framework shows the process of this study. It demonstrates

how the study will take place and how it will assess TikTok advertising

and consumer buying behavior in Holy Spirit National High School.

The figure illustrates the conceptual paradigm of the study.

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The conceptual framework for this study explores the impact of

TikTok advertising on the consumer buying behavior of senior high

school students. It posits that TikTok advertising, through its diverse

content, frequency of exposure, and perceived credibility, influences the

buying decisions of this demographic. The framework examines how

the content of TikTok advertisements, featuring various trends,

challenges, and influencer endorsements, affects students’ attitudes

toward brands and their purchase intentions.

Furthermore, the frequency of exposure to these ads may affect

students’ brand recall and familiarity, potentially influencing their

purchase decisions. The perceived credibility of TikTok as a platform,

along with the credibility of the influencers promoting products, may

also play a role in shaping students’ buying behavior. This framework

aims to investigate how these factors interact to influence students’

attitudes toward brands, their intentions to purchase, and their actual

purchasing behavior.
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Email: [email protected]
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Chapter III
RESEARCH DESIGN AND METHODOLOGY

This chapter describes the research methodology that was

employed for the study. There are descriptions of the population and

sample, the study design, and the geographic region in which the

investigation was carried out. The data collection tool and the

procedures followed to ensure the validity and dependability of the tool

are detailed.

Research Design

The researchers will use Correlation design. According to

Sirsilla (2023), researchers can obtain valuable insights about a specific

group or phenomenon by utilizing the Correlation research design. An

accurate and comprehensive image of the traits and actions of a specific

population or subject is provided by this kind of research. Through

observation and data collection on a particular subject, Correlation

research offers valuable insights that can guide future investigations

and aid in researchers' understanding of a particular problem.

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Email: [email protected]
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Population and Sampling Technique

Their study employed the tried-and-true method of simple

random sampling so that their selection is fair and not subjective.

Instead, Hayes (2023) sees to it that, in the subgroup all members have

an equal chance of getting selected. In other words, simple random

sampling tries to miniaturize the larger population so that it will

preserve all the essential characteristics and present an objective and

unbiased view of the population. Hence, the result obtained for the

sample would not be biased when applied to the larger population.

In this way, potential biases are eliminated during participant

selection, strengthening the validity and generalizability of the

research. It is more accurate and trustworthy to represent a group

through simple random sampling by giving each participant an equal

chance of inclusion.

Research Instrument

The research instrument used in this study was a survey

questionnaire designed to gather data on students’ demographics and

their consumer buying behavior as influenced by TikTok advertising.

The questionnaire used a Likert scale to measure students’ attitudes

and behaviors related to TikTok advertising. Statements were carefully

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Email: [email protected]
SENIOR HIGH SCHOOL

crafted to assess various aspects of TikTok advertising, such as the

perceived credibility of influencers, the attractiveness of the ads, and

the frequency of exposure. Students responded to these statements

using a Likert scale, indicating their level of agreement or disagreement

with each statement. This allowed for a quantitative measurement of

students’ attitudes and behaviors, enabling a comprehensive analysis

of the impact of TikTok advertising on their consumer buying behavior.

Data Gathering Procedure

Researchers seek permission first. Prepare a letter explaining the

study, its benefits, and how participants' information will be handled.

It serves as a bridge between us and potential respondents. Upon

approval by relevant authorities, the survey takes center stage.

Questions are carefully crafted by the researchers to capture the

essence of research, ensuring they are clear, unbiased, and relevant.

To test the survey, the researchers piloted it with a smaller group and

listened for ambiguities. Feedback allows the researchers to refine the

instrument before collecting data.

Participants' responses form a rich tapestry as they engage with

the survey. These responses are carefully tallied to ensure accuracy

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Email: [email protected]
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and completeness. The raw data remains silent until analyzed with

appropriate statistical tools. Researchers select these tools carefully

based on data and research questions. By using statistical wizardry,

the researchers uncover hidden patterns, trends, and relationships. In

conclusion, the researchers interpret these findings, weaving them into

a compelling narrative that answers our original research questions.

Data gathering is not a linear sprint, but rather a winding path

paved with ethical considerations, meticulous preparation, and

rigorous analysis. From permission letters to interpretations, each step

plays a crucial role in turning fleeting reactions into meaningful

outcomes.
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Statistical Treatment of Data

1. Percentage

A fundamental application of percentages is the computation and

contrast of two quantities. Comparing and evaluating the outcomes and

advancements is aided by it.

Where:

2. Weighted Mean

A statistical measure that is calculated by combining the

probability of a specific event with is corresponding quantitative

outcome:

3. ANOVA

It is a statistical test used to analyze the difference between the

means of two or more groups using the data from multiple samples.

Ethical Consideration

The researchers make sure that the information gathered for this

study will be kept private and confidential. Furthermore, every

researcher ensures that the data gathered on the participants in this

study will be precise, non-additive, and that the participants won’t be

under any duress to finish the questionnaire.

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