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21% Overall Similarity

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Summary
Digital Marketing Exposure and Purchasing Decisions

CHAPTER 1

Introduction

Background of the Study

Convenience, internet availability, and environmental concerns all impact Canadian

consumers’ shopping habits. Furthermore, NielsenIQ reported that 50% of Canadians

were willing to pay more for environmentally friendly and sustainable products (2019).

Customers in Germany are extremely careful, with 68% comparing prices before

purchasing, notably for electronics and household appliances (PwC, 2020). Mobile

commerce has also grown in popularity, with 60% of Germans using smartphones to

shop online due to a need for convenience and a pleasant purchasing experience

(eMarketer, 2020). Quality and tradition influence purchasing behaviors in France, with

67% of customers prioritizing product quality over price, notably for food products

(McKinsey & Company, 2020). However, e-commerce is gaining popularity, with 58%

of French consumers ordering online due to the convenience of home delivery and

product availability (Statista 2020). In growing economies like India and Brazil, mobile

internet usage and price sensitivity influence purchasing decisions. With 54% of the

Indian population using smartphones, mobile commerce has emerged as the major

means of internet shopping (Statista, 2020). Brazil’s internet sales increased by 47% in

2020, as the pandemic accelerated digital adoption, particularly in fashion and

electronics (eMarketer, 2021). Consumers in developing countries are notoriously

price-sensitive, looking for discounts and promotions before making a purchase

(Deloitte, 2019). However, there is an increasing preference for convenience, as

evidenced by the emergence of quick delivery companies like Jumia in Africa and

Flipkart in India (Forrester, 2019). Mobile-first initiatives have a tremendous impact on

31
customer behavior in Indonesia, where mobile devices account for more than 85% of

all internet purchases (Hootsuite, 2021). The country’s increasing middle class fuels
demand for fashion, beauty products, and gadgets, but price sensitivity remains high,

with many shoppers looking for deals and discounts. E-commerce in Mexico has

gradually expanded, with online retail sales expected to rise by 27% in 2020 (Statista,

2021).

Cabales et al. (2023) innovated a meaningful link amongst social media marketing and

purchase decisions amidst seniors in high school at UM Peñaplata College in Davao

del Norte. According to the findings, interior and exterior stimuli in social media

marketing influence customers' designating processes, specifically, how individuals

10
regard themselves after making a purchase.
10
Because social media platforms are so frequently employed, the study focuses on how

important social media marketing has become in terms of generating brand recognition

and running marketing campaigns. Its purpose was to determine how social media

influences customers’ views of and attitudes toward advertising on these platforms, as

well as their purchase habits. A survey of 122 randomly selected participants in Davao
10
City found that social media marketing has the ability to increase business income.

Furthermore, it shows that customers’ opinions of numerous social media marketing

characteristics influence their purchasing decisions (Campos et al., 2023).

16
Statement of the Problem

The purpose of this study is to determine the relationship between digital marketing
2
and purchasing decisions.

Specifically, this study sought to answer the following questions:

1.What is the level of digital marketing experienced by customers when analyzing in

view of:

1.1 standard of the basis;

1.2 user’s expertise; and

1.3 continuousness visited?

13
2. What was the leveled of purchasing decisions of the Senior High School Students

when analyzed in times of:

2.1 student’s bought behavior;

2.2 perceived benefits;

2.3 domain specific innovativeness?

11
3. Is there a significant relationship between the digital marketing and consumer’s

purchasing decisions of seniors in high schools?

4. Is there an indicator of digital marketing and purchasing decisions?

1
Hypotheses H0: There is no significant relationship between digital marketing and

purchasing decisions.

12
Theoretical Framework
 1
This study is based on Marshall McLuhan's (1995) Media Theory, which holds that the

media itself, rather than its content, influences individual behavior and wider culture.
12
According to McLuhan, the messages that people transmit through new media will

remain unchanged. The interactivity and consistency of new communication patterns

1
will have long-term consequences for our behavior. As a result, the media's impact on

culture is often greater than its content. As technology improved, the way businesses
1
communicated with their customers changed tremendously. Businesses develop

strategies after monitoring and determining the demands, preferences, purchasing

patterns, and dislikes of their target market using social media.

23
Furthermore, Engel et al. (1968) created the Engel Blackwell Kollat (EBK) Model,
1
which is a well-defined theoretical framework for structural models of customer

behavior that reflect the process of selecting a good or service throughout the

purchasing decision. Finally, Kotler's Black Box Model (2004) provides an ideal

representation by focusing on the processes and variables that influence the

customer's decision-making process. This paradigm contends that assessing stimuli

1
and responses might provide insight into the customer's "black box" of thought. It is

used to investigate customers' purchasing habits. If the customer collects the

information, they will analyze it and compare it to their prior experiences and

perceptions.
Scope and Limitations

18
The research on digital marketing and purchasing decisions was anticipated to include

an analysis of seniors in high school’s online activities, interactions with digital adverts,

and the impact on their purchasing action. Limits could include sample size,

demography, technology accessibility, and the impact of offline marketing activities.

Aside from that, every respondent has received a survey questionnaire to help

assemble the essential data for the research. The researchers also collaborated with a
5
total of 80 individuals. To obtain sufficient information about the impact of digital

marketing on customer purchase behavior, researchers used a correlational study

research design and decided to gather data from one of the public schools in Davao

del Sur, where students are qualified participants.

Significance of the Study

28
According to the inquiry, digital marketing has a significant influence on purchasing
11
decisions and will continue to do so in the future. Researching the relationship

between digital marketing and consumer purchasing behavior choices may provide a

number of advantages, including helping firms better understand their clients and

improve their marketing strategy. A recent study, for example, looked into the

relationship between seniors in high school and their shopping habits. The study asked

for responses to the following questions.

Consumer. This study may provide insights into how digital marketing methods

influence their commanded purchasing decisions.

Digital Marketers and Businesses. By giving digital marketers and businesses a

greater understanding of how their digital marketing methods affect customers,

especially younger demographics.

Teachers. The teachers may utilize this study by acknowledging the need to cater to

students’ concerns during these times. Teachers may develop a more meaningful

relationship with their students despite the physical distance of online learning.

Students. The students will also benefit from this study because they can find ways to

improve their performance by adjusting their practices to better adapt to the new

environment of online learning.

Parents. The parents may also find this study beneficial because they may better

understand the changes that schools, teachers, and students have to go through

during this adjustment period.

Future Researchers. Lastly, future researchers may use this study as reference when

conducting their own.

Definition of Terms

Digital Marketing Marketing. items or services to individual clients using websites,

email, search engines, and social media.

Consumer Behavior Advertising. indications were just one of many internal and

external elements that influenced people’s decisions and actions while evaluating,

purchasing, and using products and services

Social Media Marketing. To engage target audiences and sell products and services,

components such as influenced ads and original content were used on social media

manifesto include Twitter, TikTok, and Facebook.

Targeting the Strategy of using behavioral, behavioral, or demographic characteristics

to target certain senior high school student groups with internet adverts in order to

increase efficacy and relevancy.

Ethical Considerations Digital marketing strategies aimed at senior high school

students were held to moral standards and norms that maintained openness,

confidentiality, and ethical advertising practices.

2
CHAPTER 2

Review of Related Literature

This section covers the related literature and pertinent research studies that

define digital marketing and purchase decisions sequentially, developing a strong

basis for the study and providing readers with appropriate knowledge about the

variables. Discussion and presentation occurred in the order in which the variables and

related indicators were introduced.

Digital Marketing

Digital marketing became the new norm for advertising and marketing techniques.

Furthermore, its usefulness could help to reinvigorate the economy and create
25
significant opportunity for governments to operate more efficiently (Munshi, 2012).

Singaporean businesses evaluated if digital marketing tactics were helpful and useful
17
for achieving success Teo (2005). Approximately, the quick evolution of technology

and shifting market conditions have aided the growth of digital marketing (Mort,

Sullivan, Drennan, and Judy, 2002). A marketing specialist must be well-versed in

online social media initiatives. Programs and learned how to use performance

assessment indicators to accomplish this. When it came to younger consumers,

3
market conditions were evolving globally. Use and accessibility to social media.

Strategic integration tactics must be integrated into the company's marketing

communication strategy (Rohm and Hanna, 2011). Accessibility and other digital
assets have shown to be advantageous to businesses. Kanttila (2004) identified the
3
two most essential marketing qualities as speed and navigation. Word-of-mouth (WoM)

on social media and increasing site popularity have also been shown to be efficient

digital marketing strategies (Trusov, 2009). Furthermore, WoM has been linked to new
3
member recruitment and higher website traffic, both of which improve the website's
15
marketing exposure. Social media platforms like Facebook have allowed businesses to

engage with millions of people about their products and services, creating new

marketing opportunities.
8
Blogs were a useful technique for digital marketers to increase revenue. Income,

particularly for products that allowed users to read reviews and leave feedback about

their own experiences. Online reviews have proven to be an effective tool for

organizations when combined with their overall strategic marketing objectives (Zhang,

2013). Tools for internet services have a wider impact compared to conventional
3
communication approaches (Helm, Möller, Mauronier, & Conrad, 2013). According to

the findings, as people adjust, their contentment and self-esteem improve. Social
29
media was a positive indication for corporations and marketing specialists (Arnott
3
2013). Online anecdotes influence clients' mental processes and assist them make

better purchasing decisions (cătină, Cristiana, and Raduulescu 2012). Previously,

3
consumers used social media for both enjoyment and daily activities. Social media is a

computer-based technology that people use for engagement on the internet. Share

your views, opinions, and information (Dollarhide, 2021). However, social media has

progressed from an entertainment platform to an information highway. It has been a

22
colorful and successful communication tool. However, the use of social media has
increased with time. In recent years, society has been compelled to admit that it is

becoming an issue for young people. Get overly attached to social media. College

students who use social networking sites at school and at home struggle to understand

and adapt their academic performance and psychological well-being. (Hou et al. 2019).

Sankar (2019) evaluated effectiveness of social media, the efficacy of

purchasing behavior, and potential problems about social media purchases. A survey

was distributed to students at Chennai's Engineering College. The study revealed that

active participation in social networking has a good influence. Students' purchasing

habits. According to the survey, Facebook, Instagram, and Twitter are prominent social

media platforms. Effective at influencing student purchasing habits.

21
Consumer’s Purchasing Behavior

According to Kumar et al. (2020), social media has accelerated the creation of

innovative business models in a variety of industries and organizations. The study of

1
how social media affects customer behavior is a relatively young topic of research. To

succeed in today's economy, businesses and organizations must communicate

1
effectively. Online businesses have streamlined the time-consuming process of
1
product selection and purchasing. An excellent substitute for our youth groups. Almost

every young person on the internet uses social networking sites.

Marketers face challenges when designing new methods based on client preferences
22
(Ratcliffe, 2019). Companies use social media marketing to engage with targeted
32
audiences and foster loyalty. Advertisers in the business-to-consumer (B2C) sector

were eager to use Facebook as an effective marketing tool. Film studios and music
labels were among the first marketers to build a significant presence on Facebook, and

they continue to do so today. Social media is a successful marketing strategy that

includes online journals, microblogs, email, and social networks. Organizational goals

help both advertisers and clients achieve marketing and social objectives (Kaur & Kaur

2022).

According to Kaur & Kaur (2022), mobile marketing comprises using remote

media. Provide information that benefits all parties. As defined in mobile marketing.

Refers to using cell medium to promote information transfer. Cell advertising and

marketing involve the use of mobile devices such as phones. PDAs, iPads, tablets,

and more. It belongs into the category of advertising and marketing activities. Social

media is a very effective marketing medium that encompasses online journals,

microblogs, email, and social networking. The goals of an organization provide various

benefits to both. Advertisers and clients work together to achieve economic and social

objectives (Kaur & Kaur) According to Hosain and Mamun (2023), social media has

become an effective instrument for actively building and enhancing customer

relationships, as well as supporting existing relationships and activities. Furthermore,

Wuisan and Handra (2023) address the efficacy of digital advertising in optimizing

online marketing tactics, emphasizing the relevance of promotions in increasing sales.

Their findings indicate that targeted promotions, when combined with effective digital

marketing activities, can greatly boost customer engagement and purchasing

decisions.

Addo et al. (2021) emphasized the importance of customer interaction in live-

streaming digital marketing, illustrating how interactive aspects can increase purchase
intent. Their findings indicate that marketers should use live streaming as a dynamic

tool to increase consumer engagement and impact purchasing decisions. Chen et al.
30
(2022) investigated impulsive purchasing behavior in live-streaming e-commerce. The

study discovered that perceived properties of e-commerce anchors and marketing

methods strongly influence impulsive purchases, implying that marketers should take

advantage of the unique features of live streaming to increase consumer involvement.

Pricing Strategies and Customer Behavior Pricing techniques, particularly

8
dynamic pricing and competitive pricing, have a considerable impact on customer

purchase decisions (Victor et al., 2018; Ali & Anwar, 2021). According to studies,

consumers’ understanding of pricing methods influences their perceptions and

purchasing planning, emphasizing the relevance of pricing transparency (Victor et al.,

2018). Furthermore, the relationship between pricing, packaging, and customer

satisfaction emphasizes the importance of complete marketing strategies that account

for all elements impacting consumer behavior (Zhao et al., 2021). Simultaneously,
20
various elements influence the consumer's purchasing decision.

According to Shani and Coghlan (2021), consumer buying behavior is the

27
procedure of selecting, purchasing, and consuming things and services to fulfill one’s

desires. He claims that a variety of variables, traits, and features influence a

customer's decision-making process, purchasing patterns, shopping behavior, brand

purchases, and store visits. These components work together to make a purchasing

decision. Several factors influence consumer behavior, including lifestyle, tradition,

socioeconomic level, social groupings, family, personal preferences, mental

associations, and exclusivity concerns. Consumer behavior refers to the activities and
decisions made by customers. They want to purchase, use, review, and manage

products and services that meet their wants and concerns. According to Mathebula

and Barnard (2020), the purpose of consumer behavior research is to explain why

people behave in different ways. Situations. Convenience, internet access, and

environmental preferences all influence Canadian consumer purchasing decisions.

Furthermore, 50% of Canadians were willing to pay more for environmentally friendly

and sustainable products (NielsenIQ, 2019). Customers in Germany are extremely

cautious, with 68% examining pricing before making purchases, particularly for

electronics and household appliances (PwC, 2020). Mobile commerce has also gained

in popularity, with 60% of Germans adopting smartphones for online shopping due to a

need for convenience and a smooth purchasing experience (eMarketer, 2020). Quality

and tradition impact purchasing habits in France, with 67% of customers preferring

product quality over price, particularly for food products (McKinsey & Company, 2020).

However, e-commerce is growing, with 58% of French consumers purchasing online

due to the convenience of home delivery and product availability (Statista 2020). In

developing economies such as India and Brazil, mobile internet usage and price

sensitivity impact purchase decisions. With 54% of the Indian population using

smartphones, mobile commerce has emerged as the primary mode of internet buying

(Statista, 2020). Brazil’s internet sales surged by 47% in 2020, with the pandemic

hastening digital adoption, particularly in fashion and electronics (eMarketer, 2021).

Consumers in developing countries are famously price-sensitive, looking for deals and

promotions before making purchases (Deloitte, 2019). However, there is an increasing

preference for convenience, as indicated by the rise of quick delivery companies such
 20
as Jumia in Africa and Flipkart in India (Forrester, 2019). Mobile-first initiatives have a

significant impact on customer behavior in Indonesia, where more than 85% of internet

purchases are made via mobile devices (Hootsuite, 2021). The country’s growing

middle class is driving demand for fashion, beauty products, and electronics, but price

sensitivity remains strong, with many buyers seeking deals and discounts. E-

commerce in Mexico has grown gradually, with online retail sales predicted to increase

by 27% in 2020 (Statista, 2021).

Consumer behaviour encompasses an individual’s thoughts, feelings, decisions, and

actions before and after purchasing products, services, or ideas (Hollebeek & Macky,
5
2019; Singh, 2020). Several aspects influence how customers react to a given

marketing or advertising campaign, including the media or channels employed and

5
how they are used. These difficulties continue to worsen. Digital environment, adding

to the complexity of employing this media, consumer perceived value, ethics, customer

Some of the factors that influence customer behaviour include engagement and

behavioural economics. Dowling et al. (2019). Consumer purchasing behavior include

psychological processes such as perceiving requirements, devising solutions to suit

these desires, and making purchases. Deciding whether or not to buy (Silverman.

2019).

Synthesis

Being exposed to digital marketing had a major influence on purchasing

11
decisions. Several research initiatives investigated the relationship between digital
 18
advertising and customer behavior, yielding data on the impact of digital marketing

methods on purchasing decisions.

7
Furthermore, Ghana is a country where new digital marketing customers enter
6
each year, making it an excellent opportunity for marketers to market their products

through digital marketing because consumers carry their mobile phones with them

everywhere and can access anything at any time. Furthermore, digital marketing has
6
been seen as an innovative marketing approach, providing new avenues for firms to

conduct business. Ghana's mobile market, in particular, is one of the fastest growing,
7
owing to an increasing middle-class population. It is expected to have millions of users

in the coming decades. As a result, research on digital channel advertising will have a

significant impact on how organizations function.

4
Furthermore, online advertising marketing is a method that employs the Internet

to boost website traffic and send marketing letters to prospective clients (Budiman,
4
2021). This type of marketing is defined as a subset of online marketing activities that

supplement standard Web-based promotional tactics including email newsletters and

online advertising campaigns (Omar and Atteya, 2020).

CHAPTER 3

Methodology

10
This chapter discusses the research design, research location, research

participants, research instrument, ethical concerns, data collection technique, and data

analysis.

1
Research Design

The study used a non-experimental quantitative research design. When changing the

independent variable proved impractical or unethical, non-experimental research was

used. According to Moran (2023), non-experimental research is descriptive or

correlational, which means that researchers were either reporting a synopsis or

occurrence exactly as it happened or documenting a relationship between two or more

variables with no researcher involvement. A correlational study, as defined by MSEd

(2023), is a research design that looks into the relationships between two or more

variables. This study employed a correlational research methodology, allowing the

researchers to examine the link between two variables: digital marketing exposure and

purchase decisions. Correlational studies are not experimental, hence the investigator

did not modify or control any of the variables. In this study, we will apply quantitative

analysis and convenience sampling. We will collect data via distributing survey

questionnaires. To complete this work, the researcher used a commonly used

quantitative data collection method (Jiang et al., 2023; Wider & Wider, 2023).
Research Locale

9
The study's participants were Senior High School students from Inawayan

National High School in Inawayan, Sta. Cruz, Davao del Sur, Region Xl (Appendix A).
26
This institution provided Senior High with two tracks: academic and technical-
2
vocational-livelihood. Academic tracks included General Academic Strand (GAS),

Science, Technology, Engineering, and Mathematics (STEM), Accountancy, Business,

and Management (ABM), and Humanities and Social Sciences (HUMSS), whereas

Technical-Vocational-Livelihood included Computer Systems Servicing (CSS),

14
Shielded Metal Arc Welding (SMAW), Hair Dressing (HD), and Electrical Installation

and Maintenance. One of the schools in Davao del Sur was the appropriate location for

conducting the survey since the researchers will be able to acquire significant

information, diverse ideas, and various viewpoints from the Senior High School

students' real-life experiences.

Research Respondents

13
The respondents of this study (N = 108) were Senior High School Students from

a specific Senior High School who were currently enrolled in the academic year 2024-

2025. The researcher employed the convenience sampling method. Convenience

sampling selects people from the general population who are readily available
(Bluman, 2018). According to the panel of examiners' recommendations, the

researcher additionally selected students from Junior High Schools who had not

previously engaged in online learning for the project. Because most private schools

have tight standards, convenience sampling has shown to be the most viable method
19
of sample collection. Convenience sampling is a method of collecting samples that are

readily available near a site or via the Internet.

Research Instruments
9
The survey's respondents were senior high school students from Inawayan

National High School in Inawayan, Sta. Cruz, Davao del Sur, Region XL (appendix A).
26
This institution contained Senior High institution and offered two tracks: academic and
2
technical-vocational-livelihood. Academic tracks included the General Academic

Strand (GAS), Science, Technology, Engineering, and Mathematics (STEM),

Accountancy, Business, and Management (ABM), and Humanities and Social

Sciences (HUMSS), while Technical-Vocational-Livelihood included Computer

14
Systems Servicing (CSS), Shielded Metal Arc Welding (SMAW), Hair Dressing (HD),

and Electrical Installation and Maintenance. Inawayan National High School was the

best venue for the survey because the Senior High School students' real-life

experiences provided the researchers with valuable information, unique ideas, and

various perspectives.

Data Gathering Procedure

 Requesting authorization to perform the study. The investigation was carried out

at Inawayan National High School using a survey questionnaire. The investigator

enlightened to the respondents the significance of their response to the study and

clarified several terms so that they may complete the questionnaire is filled with

understanding of their responsibilities as study participants. Respondents were asked

to answer honestly. The researcher also obtained the principal’s consent to ensure that

the study was properly authorized.

Data collection and tabulation. After the survey questionnaire was successfully

distributed, the data was collected and tallied. The data underwent the statistical

treatment described above (see Research Design). After the data had been

processed, the researcher went on to interpret and analyze it further.

Data Analysis

To evaluate the data acquired for this investigation, the consecutive statistical

methods were used:

Mean. This was ecycled to assess senior high school students’ digital marketing

exposure and purchasing decisions. It addressed the first and second statements of

the problem presented in the first chapter of this study.

24
Pearson Product Moment Correlation Coefficient. This was used to see if there is a

relevant link amidst digital marketing exposure and purchasing decisions among

seniors in high school. This addressed the third assertion of the problem raised in the

first chapter of this study.

 Similarity Report

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