BISLIG CITY National High School

Senior High School

CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

1.1. Introduction

Social media has become a key factor in how consumers make purchasing

decisions, especially among younger demographics such as students. Global studies

indicate that social media platforms significantly influence consumer behavior. For

example, Smith and Duggan (2023) found that 79% of consumers aged 18-29 make

their purchasing decisions based on social media marketing strategies. Similarly,

Nielsen (2022) reported that 72% of global respondents view social media reviews

and recommendations as crucial in their buying choices.

In the Philippines, this trend is even more pronounced, with 84% of Filipinos

using social media and 78% actively engaging with brands online (We Are Social,

2023). Among Filipino students, 65% rely on social media for purchasing decisions

(Reyes & Lim, 2022), highlighting the growing influence of these platforms on youth

consumer behavior.

At Bislig City National High School, senior high school students are highly

engaged with social media platforms, frequently interacting with brands and

following online promotions. This local context emphasizes the importance of

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exploring how social media marketing strategies—such as targeted advertisements

and influencer endorsements—affect students' purchasing decisions.

This study aims to investigate the relationship between social media marketing

strategies and the purchasing behavior of senior high school students at Bislig City

National High School. It seeks to provide valuable insights for businesses and

educators to better understand and cater to the needs of this demographic.

1.2. Statement of the Problem

The primary objective of this study is to investigate the impact of social media

marketing strategies on the purchasing decisions of Senior High School students at

Bislig City National High School. Specifically, the study aims to:

1. Identify how the demographic profile of Senior High School students

influences their purchasing decisions.

2. Determine which social media platforms are most impactful and how they

affect the purchasing decisions of Senior High School students.

3. Examine the significant relationship between social media marketing and the

purchasing decisions of Senior High School students.

1.3. Research Questions

This study addresses the influence of social media marketing strategies on the

purchasing decisions of Senior High School students. Specifically, this study aims to

address the following questions:

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1. How do the demographic characteristics of Senior High School students

influence their susceptibility to social media marketing strategies and their

purchasing decisions?

a. Strand

b. Sex

c. Economic Status

2. To what extent do social media platforms impact the purchasing decisions

of Senior High School students?

a. Facebook

b. YouTube

c. Instagram

d. TikTok

3. How are social media marketing strategies related to the purchasing

behaviors of Senior High School students?

1.4. Scope and Delimitation

This study examines how social media marketing strategies influence the

purchasing decisions of senior high school students at Bislig City National High

School. It targets students who are preparing for the 2024-2025 academic year and

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who actively use major social media platforms such as Facebook, Instagram,

YouTube, and TikTok.

To gather relevant data on various marketing techniques—such as

endorsements by influencers and targeted advertisements—the research will employ

surveys and interviews with the students. The focus is specifically on Bislig City,

limiting the study to the students of this particular school.

However, this study has some limitations. It pertains only to students from one

school, which may not accurately represent all senior high school students across the

Philippines. Furthermore, it does not explore all social media platforms or every

possible marketing strategy. Lastly, it reflects trends in social media and purchasing

decisions that are unique to this academic year.

1.5. Significance of the Study

This study has important implications for various beneficiaries, including:

Students. The study will help senior high school students become more aware of how

social media marketing affects their purchasing decisions. This awareness will enable

students to make more informed choices and develop an analytical mindset regarding

consumer behavior through critical thinking.

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Businesses and Marketers. The findings will assist businesses and marketers in

understanding the influence of social media on the purchase decisions of young

consumers. By adapting their campaigns to align with the preferences and behaviors

of senior high school students, businesses can enhance their brand presence and

increase their influence within this demographic.

Educators and School Administrators. The results of this study will provide

valuable insights for educators and school administrators about the ways social media

affects students' buying behavior. Such knowledge can help in developing educational

programs that teach students to make healthier choices and understand the

implications of social media marketing. Additionally, this information can empower

parents and caregivers to better understand how their children use social media for

purchasing decisions. Ultimately, these findings can guide parents in advising their

children on making sound financial choices and recognizing marketing strategies.

Researchers and Scholars. This study contributes to the existing body of knowledge

by offering an overview of the effects of social media marketing on a specific

population. It may serve as a foundation for future research on social media marketing

and consumer behavior, particularly within educational institutions in the country.

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Policy Makers. The findings from this study can help policymakers understand the

broader implications of social media marketing for youth. This understanding may

inform policies related to consumer protection and the implementation of digital

literacy programs.

Future Researchers. This study serves as a starting point for further exploration into

the impact of social media marketing on young consumers, paving the way for more

in-depth research in this area.

1.6. Definition of terms

The following definitions are provided to enhance understanding of the

terminology used in this research:

Brand Loyalty. The inclination of consumers to repeatedly purchase products or

services from a specific brand due to favorable past experiences or emotional

connections. Social media marketing plays a significant role in shaping brand loyalty

through the establishment of brand identity and ongoing customer engagement.

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Senior High School

Consumer Behavior. The examination of how individuals think, decide, and act

when buying, using, and discarding products and services. It encompasses

psychological, social, and emotional factors that influence consumer choices and their

responses to marketing strategies.

Digital Footprint. The data trail that users leave while navigating social media

platforms and other online services. This includes posts, likes, comments, and

browsing history, which marketers analyze to gain insights into audience behavior and

preferences.

Engagement. The act of interacting with social media content through likes,

comments, shares, and follows. A higher level of engagement indicates a greater

interest and interaction from users with the content.

Influencer Endorsements. A social media marketing strategy in which an influencer

promotes a product or service to their extensive follower base. This can take the form

of product reviews, sponsored content, or personal recommendations.

Promotion Campaigns. Marketing initiatives aimed at increasing the visibility and

demand for a product or service. These campaigns often involve promotional offers,

discounts, contests, and other strategic approaches.

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Purchasing Decisions. The process and considerations involved when an individual

decides what to buy. This decision-making can be influenced by personal preferences,

recommendations, or marketing messages.

Social Media Marketing Techniques. Strategies that businesses and brands employ

to sell their products or services through social media channels. These techniques

include engaging content, targeted advertisements, influencer partnerships,

promotions, and more.

Social Media Platforms. Online services and applications that facilitate content

creation, sharing, and interaction. Major platforms include Facebook, Instagram,

YouTube, and TikTok, where users engage with brands and advertisements.

Targeted Advertisements. Ads crafted to reach specific audiences based on their

interests, behaviors, or demographic information to enhance effectiveness.

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Figure 1. Conceptual Framework of the Study

1.7 Conceptual Framework

MV

 Peer Influence
 Parental Influence
 Digital Literacy

IV DV

 Social Media Marketing

 Purchasing Decisions of
Strategies SHS students
 Demographic Profile  Types of Products/
Services purchased
a. Age
 Spending Amount
b. Sex  Frequency of Purchases
c. Strand

d. Economic Status

 Social Media Platforms

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Senior High School

Figure 1 shows the Conceptual Framework of this research. The Independent

Variables are Social Media Marketing Strategies, Demographic Profile, Social Media

Platform. The Dependent Variables which will be affected are the Purchasing

Decisions of SHS students, Types of Products/ Services purchased, Spending

Amount, Frequency of Purchases and the Moderating Variables are Peer Influence,

Parental Influence, and Digital Literacy.

1.8 Hypothesis

HO: There is no significant relationship between social media marketing strategies

(platforms and techniques) and the purchasing decisions of senior high school

students.

H1: There is a significant relationship between social media marketing strategies and

the purchasing decisions of senior high school student

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