CHAPTER 1

INTRODUCTION

Background of the Study

The widespread use of social media has transformed how individuals

discover, evaluate, and purchase products. Social Media Marketing (SMM)

leverages platforms such as Facebook, TikTok, Instagram, Shopee, and

Lazada to enhance product visibility, foster trust, and drive consumer

engagement (Kaplan & Haenlein, 2020). Among youth, particularly Senior High

School (SHS) students, SMM exerts a powerful influence on purchasing

behavior through engaging advertisements, influencer endorsements,

discounts, and interactive features (Cheung et al., 2021).

In the Philippine setting, where platforms like TikTok and Shopee are

highly popular, the growing role of SMM is particularly evident. Young

consumers frequently encounter visually appealing promotions, peer-shared

product reviews, and livestream sales, all of which stimulate impulsive

purchasing (Zhang et al., 2023). According to Jamil et al. (2022), SMM primarily

impacts consumers through four mechanisms: (1) product awareness, (2)

social proof, (3) promotional offers, and (4) influencer credibility. These

mechanisms are especially persuasive among SHS students, who are still

developing critical financial decision-making skills.

 Despite its influence, there remains a research gap in understanding

how SMM specifically shapes the purchasing patterns of SHS students in the

Philippines. At Southern Inabanga High School, where digital connectivity is

integral to students’ daily lives, investigating this phenomenon is crucial. While

SMM provides students access to innovative products and competitive deals, it

may also encourage overspending, materialism, and prioritization of trends

over needs.

Therefore, this study seeks to examine the extent of SMM’s influence on

the purchasing behavior of SHS students, the factors driving these decisions,

and the most preferred platforms. The findings will offer valuable insights for

students, educators, parents, and marketers in fostering responsible consumer

behavior while maximizing the positive potential of social media.

Statement of the Problem

The purpose of this study is to determine the impact of Social Media

Marketing (SMM) on the purchasing behavior of Senior High School students
at Southern Inabanga High School. Specifically, it seeks to answer the
following questions:

1. To what extent do social media channels influence the purchasing

behavior of SHS students?

2. What factors (e.g., product awareness, social proof, promotions,

influencer credibility) drive SHS students’ purchasing decisions via
social media?

3. Which social media platforms (e.g., TikTok, Instagram, Shopee) are

most preferred by SHS students for making purchasing decisions?
Scope and Limitations

This study examines the influence of social media marketing on

the purchasing behavior of SHS students at Southern Inabanga High School,

Bohol, Philippines. It focuses on three objectives: (1) analyzing the extent to

which social media channels impact purchasing behavior, (2) identifying factors

driving purchases (e.g., product awareness, social proof, promotions,

influencer credibility), and (3) determining the most preferred social media

platforms for purchasing decisions.

The study excludes external factors such as family influence,

peer pressure, cultural background, and socioeconomic status to focus solely

on SMM’s direct impact on purchasing behavior. It is limited to SHS students at

Southern Inabanga High School and does not cover students from other

institutions or specific product categories, ensuring a targeted analysis of

SMM’s role.
Theoretical/Conceptual Framework

Figure 1. Research Paradigm

Significance of the study

Senior High School Students. This study will help students become more

aware of how SMM affects their purchasing choices, encouraging critical

evaluation of ads and influencer promotions while promoting financial literacy.

Educators and Guidance Counselors. Results can guide the integration of

digital literacy and consumer education into lessons, equipping students with

the skills to evaluate online marketing objectively.

Parents. Insights from this study will help parents understand their children’s

spending behaviors and provide guidance toward responsible consumer

practices.

Marketers and Online Entrepreneurs. Findings will assist businesses in

designing ethical and transparent marketing strategies that avoid exploiting

young consumers.

Future Researchers. This study provides a foundation for further research on

SMM’s influence on youth across different demographics and contexts

Definition of Terms

Brand Trust: The confidence SHS students place in a brand’s reliability and

integrity, often established through consistent messaging, reviews, influencer

support, and positive social media engagement.

Engagement Metrics: Measurable forms of interaction—such as likes,

comments, views, and shares—that indicate how users respond to social media

content and influence the reach and effectiveness of marketing strategies.

Financial Literacy: The ability of SHS students to understand and apply

financial knowledge, including budgeting and critical thinking, to make

responsible purchasing decisions despite social media influence.

Impulsive Buying: Unplanned or spontaneous purchases driven by emotional

triggers or persuasive social media content, such as flash sales or influencer

promotions.

Influencer Credibility: The degree of trust and authenticity perceived by SHS

students in social media personalities who endorse or promote products on

their platforms.

Product Awareness: The level of familiarity that SHS students have with a

product, often influenced by visually appealing content, ads, and brand

exposure on platforms like TikTok and Instagram.

Promotions: Special offers, discounts, free shipping, and limited-time deals

that aim To persuade SHS students

Quantitative Study refers to a research method that focuses on quantifying

relationships between variables through statistical analysis. This approach

often involves collecting numerical data through surveys, experiments, or

observational studies to test hypotheses or examine patterns. Quantitative

studies aim to establish generalizable findings that can be applied across larger

populations.

Descriptive Research Design refers to the type of research methodology

where participants are divided into two distinct groups: an experimental group

that receives an intervention or treatment and a control group that does not

receive the intervention (or receives a placebo).

Hypothesis

Null Hypothesis (H0)

"There is no significant difference in cognitive learning outcomes between

Grade 11 HUMMS and GAS students taught with and without PowerPoint

presentations."

μ1 ≤ μ2
 CHAPTER II

REVIEW OF RELATED LITERATURE

The rapid advancement of digital platforms has reshaped

communication and consumer interaction, with social media marketing (SMM)

serving as a critical driver of purchasing behavior. According to Kaplan and

Haenlein (2020), social media creates opportunities for brands to reach millions

of users at minimal cost, transforming the marketplace into an interactive

environment. Cheung et al. (2021) further emphasized that SMM enables value

co-creation through user participation, fostering brand engagement and

purchase intention. These dynamics are particularly significant for senior high

school (SHS) students, who represent one of the most active demographic

groups on platforms like TikTok, Instagram, and Shopee. Recent findings by

Cabales et al. (2023) confirmed a strong correlation between SMM and the

purchasing decisions of SHS students, demonstrating how digital engagement

shapes awareness and consumer choice

Product awareness is a central mechanism through which SMM

influences consumer habits. Studies show that engaging short-form content on

TikTok and Instagram significantly enhances brand recall and stimulates

interest (Araujo et al., 2022; Wei, 2025). In the Philippine setting, Rodriguez et

al. (2024) found that advertisements on Instagram and TikTok Shop trigger
impulsive buying behaviors among SHS students, highlighting the persuasive

power of visually appealing campaigns.

Beyond awareness, social proof and engagement strengthen

consumer decision-making. Likes, shares, comments, and reviews function as

cues of credibility and trustworthiness (Jamil et al., 2022). Islamiati et al. (2025)

demonstrated that TikTok live comments and reviews during sales act as real-

time social proof, amplifying impulsive purchasing. Similarly, Emini and Zeqiri

(2021) confirmed that active brand engagement fosters loyalty and long-term

relationships, while Lopes et al. (2023) revealed that advertising interactions

moderate purchase intentions, reinforcing the role of engagement as both a

trust signal and a behavioral motivator.

Promotions and discounts have become powerful tools in influencing

SHS students’ consumption patterns. Mahmud et al. (2024) reported that

limited-time discounts during TikTok live sales significantly boost purchase

intent, while Rodriguez et al. (2024) highlighted that Shopee campaigns on

Instagram directly impact student spending habits. Meltwater (2025) identified

free shipping and flash sales on platforms like Shopee and Lazada as

particularly effective strategies in the Philippine market, appealing to cost-

conscious consumers. Ding (2022) supported these findings by showing that

SMM promotions reduce cart abandonment and enhance customer

satisfaction. These insights suggest that price-related incentives are among the

most immediate factors influencing young consumers’ purchasing decisions.

 The credibility of influencers is another critical driver of SMM

effectiveness. Influencers act as digital opinion leaders whose authenticity

builds consumer trust (Goel & Diwan, 2022). Franke et al. (2023) found that

endorsements by both human and virtual influencers strongly influence

advertising effectiveness, particularly when perceived as authentic. Manzoor et

al. (2020) also emphasized that influencers reinforce brand trust by bridging the

gap between brands and young consumers. Cheung et al. (2021) further noted

that influencer-led engagement fosters co-creation of value, strengthening

brand equity and purchase intention among SHS students.

Different platforms offer unique features that shape consumer

experiences. Shopee’s gamified tools, TikTok Shop’s integration of short-form

video and e-commerce, and Lazada’s large-scale promotional events all create

engaging shopping environments (Rodriguez et al., 2024; Islamiati et al., 2025;

Meltwater, 2025). However, these same features present challenges. Li et al.

(2020) found that excessive social media usage is linked to impulsive buying

and psychological distress, while Tee et al. (2023) suggested that addictive

behaviors on TikTok may intensify unplanned spending. Thus, while SMM

offers powerful tools for persuasion, it also requires interventions to mitigate the

risks of compulsive consumption.

Given the purchasing influence of SMM, financial literacy emerges as

a crucial buffer against impulsive consumption. Rodriguez et al. (2024)

recommended integrating financial management strategies into SHS curricula

to equip students with the skills to critically evaluate SMM. Cabales et al. (2023)
similarly stressed that students who understand marketing tactics are more

likely to adopt responsible consumer behaviors. This aligns with Lupa-Wójcik

(2020), who argued that fostering critical awareness of digital marketing

promotes deliberate and sustainable spending practices.

The reviewed studies can be better understood through established

theories. The Theory of Planned Behavior (TPB) posits that attitudes, subjective

norms, and perceived behavioral control shape behavioral intentions, which

explains how SHS students’ exposure to SMM content translates into purchase

decisions. The Uses and Gratifications Theory (U&G) supports the notion that

students actively use platforms like TikTok and Instagram to satisfy needs for

entertainment, information, and social belonging, which in turn increases their

receptiveness to marketing content. Finally, the Consumer Socialization Theory

highlights how young consumers, particularly students, learn marketplace

behaviors through peer influence, social proof, and media interactions. These

frameworks collectively strengthen the interpretation of SMM’s impact,

emphasizing both the opportunities and challenges it presents to student

consumers.
 CHAPTER 3

RESEARCH METHODOLOGY

This chapter presents the methodology employed in the study. It

explains the research design, sampling method, participants, research

environment, instruments used, data collection process, data analysis plan, and

ethical considerations observed by the researchers. The methodology serves

as the blueprint of the study, ensuring that the findings are reliable, valid, and

aligned with the research objectives.

Research Design

The study utilized a descriptive research design to investigate the impact

of social media marketing (SMM) on the purchasing behavior of Senior High

School students. The descriptive approach was deemed appropriate as it

enabled the researchers to gather quantifiable data that described existing

conditions without manipulating any variables. This method allowed for a clear

examination of students’ exposure to social media marketing, particularly

advertisements and influencer endorsements, and how these factors influenced

their purchasing behavior. According to Kumar (2021), descriptive research

design provides an accurate portrayal of participants’ characteristics and

patterns, making it well-suited for studies in educational and behavioral

contexts.

Participants of the Study

 To determine the participants of the study, the researchers employed a

combination of census and purposive sampling. The census approach ensured

that the total Senior High School population of Southern Inabanga High School,

consisting of 402 students across all strands—General Academic Strand

(GAS), Humanities and Social Sciences (HUMSS), Science, Technology,

Engineering, and Mathematics (STEM), Cookery, and Garments—was

considered as the sampling frame. From this population, purposive sampling

was applied to select only those students who actively use social media and

have purchased at least one product online as a result of social media

marketing. This criterion guaranteed that the respondents were relevant to the

research problem and provided data that directly addressed the objectives of

the study.

The participants of the study were Senior High School students aged 16

to 18 years, enrolled in both Grade 11 and Grade 12. By including students

from different academic strands, the study captured a diverse perspective on

purchasing behavior. Only those who confirmed having experience with online

shopping influenced by social media promotions were considered, ensuring

that the responses were aligned with the study’s central focus.

Research Environment
 The research was conducted at Southern Inabanga High School, located

in Dagohoy, Inabanga, Bohol. This public secondary school is under the

leadership of Principal Mrs. Feleciana Niño and is staffed by 48 teachers,

supported by five non-teaching personnel. The school serves a total population

of 1,280 students, of which 402 are enrolled in the Senior High School program.

With students distributed across various strands, the institution provided a

suitable and diverse environment for the conduct of the study.

Image 1. Inabanga Bohol Map Image 2. Dagohoy, Inabanga,
Bohol Map

Image 3. School Ground of SIHS

Research Instrument

The main instrument for data collection was a structured survey

questionnaire, which was divided into two parts. The first part gathered

demographic information, including age, strand, grade level, and

frequency of social media use. The second part assessed the extent of

students’ exposure to social media marketing and its impact on their

purchasing behavior. This section utilized a five-point Likert scale, with

responses ranging from “Strongly Disagree” to “Strongly Agree.” The

use of the Likert scale allowed the researchers to measure the degree of

agreement of respondents toward specific statements, making the data

quantifiable and easier to interpret. The questionnaire was subjected to

validation by research experts and was pilot-tested among non-

participating students to ensure its reliability and appropriateness.

Data Collection Methods

For the data collection procedure, the researchers first sought approval

from the school principal to administer the survey. Upon receiving

permission, the questionnaires were distributed to students who met the

inclusion criteria. Before answering, participants were provided with a

clear explanation of the study’s purpose, the confidentiality of their

responses, and their voluntary participation. The researchers

emphasized the importance of honest and thoughtful answers, and after

completion, they personally retrieved the questionnaires to ensure

secure handling and accurate recording of responses.

Plan for Data Analysis

The data collected were analyzed using descriptive statistical

methods. Frequency and percentage were used to describe the

demographic profile of the respondents, while the weighted mean was

employed to analyze the responses from the Likert scale.

Where represents the frequency of responses, the weighted value

assigned to each scale point, and the total number of respondents. The

computed means were interpreted using the following verbal categories:

4.21–5.00 = Very High Influence, 3.41–4.20 = High Influence, 2.61–3.40 =

Moderate Influence, 1.81–2.60 = Low Influence, and 1.00–1.80 = Very Low

Influence. These interpretations provided meaningful insights into the

extent of social media marketing’s impact on students’ purchasing habits.

The researchers also ensured that strict ethical considerations

were observed throughout the study. Prior to participation, informed

consent was obtained from both students and their guardians, ensuring

that they were fully aware of the study’s objectives, procedures, and

voluntary nature. Confidentiality and anonymity were strictly maintained,

with no personal identifiers collected and responses stored securely.

Participants were informed of their right to withdraw at any time without

any negative consequences. Furthermore, the researchers adhered to the

principle of research integrity by presenting findings honestly and

avoiding fabrication or misrepresentation of results. Administrative

approval was obtained from the school authorities before data gathering

commenced, and if necessary, further ethical clearance would be sought

from the appropriate review bodies.

Through this methodology, the study ensured that the research process

was systematic, ethical, and aligned with its objectives. By employing a

descriptive research design, purposive sampling, validated research

instruments, and appropriate statistical treatments, the study aimed to

generate reliable findings that would contribute to a deeper

understanding of the influence of social media marketing on the

purchasing behavior of Senior High School students.

The weighted mean was computed using the formula:

CHAPTER 4
 PRESENTTION, ANALYSIS, AND INTERPRETATION OF DATA

Presentation and Analysis of Data

The experimental study was conducted to twenty-five (25) HUMMS and

twenty-five (25) GAS students in Southern Inabanga High School. This was

complished as follows:

[Link] researchers coordinated with Mrs. Rosemarie Yagong, a Grade 11 Oral

Communication teacher who taught both the HUMMS and GAS strands. Mrs.

Rosemarie was asked to teach the two strands using different methods: GAS

students received instruction with PowerPoint presentations, while HUMMS

students did not. After teaching, she administered a quiz on the same topic

and on the same day to both groups. Following the quiz, Mrs. Rosemarie

collected the student scores and provided them to the researchers, who then

compiled the data for analysis in the experimental study.

2. Percentage formulas and measures of central tendency were used to

analyze and compare the scores gathered for this study.

3. The gathered data was presented in figures and tables, each with its own

interpretation to facilitate a clear understanding of the results.

Demographic Profile of the Respondent’s

 Gender of the Respondents

44% Female

56% Male

Figure 1: Gender of the Respndents

The figure shows that 56% (28) of the respondents are Females. And

the remaining 44% (22) are the number of Male respondents.