BALAYAN SENIOR HIGH SCHOOL

Caloocan, Balayan Batangas

Accountancy, Business Management

DIGITAL MARKETING PLATFORM: ITS IMPACT ON

CONSUMERS’ BUYING BEHAVIOR

A Research
Presented to the Faculty of
Accountancy and Business Management Strand
Balayan Senior High School

In Partial Fulfillment of the

Requirements for the Subject
Inquiries, Investigation, and Immersion

Creag Venj G.
De Jesus Pamela
Jordan Mark Joseph
Paculanang Paul Justin
Quinag MJ

ABM 12 - Agueda Esteban

2023
 BALAYAN SENIOR HIGH SCHOOL
Caloocan, Balayan Batangas
Accountancy, Business Management

ABSTRACT

This research study investigates the influence of digital marketing

platforms on consumer buying behavior. The data was collected through a

survey administered to 30 participants in Balayan, Batangas, focusing on their

preferred social media platforms for digital marketing, such as Facebook,

TikTok, and Instagram. The study aims to provide insights into the

effectiveness of these platforms in shaping consumer behavior and offers

recommendations for businesses and organizations engaged in digital

marketing efforts.

The findings reveal that TikTok is the most preferred platform for digital

marketing, with 60% of respondents selecting it. Facebook also holds

significant potential as a marketing platform, while Instagram has a relatively

lower impact and preference. The study indicates a moderate to high level of

agreement among respondents regarding the influence of digital marketing on

their buying behavior, with statements related to advertisements, influencers,

convenience of purchasing, authenticity of content, active seeking of

marketing content, and the role of social media marketing in shaping brand

preferences receiving high agreement scores.

The analysis shows that digital marketing efforts on Facebook, TikTok,

and Instagram have a significant influence on consumers' decision-making

processes, brand perceptions, and product recommendations. However, the

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Caloocan, Balayan Batangas
Accountancy, Business Management

data does not provide sufficient evidence to establish a statistically significant

relationship or preference for a specific digital marketing platform.

Based on these findings, businesses are recommended to utilize

TikTok as a primary platform due to its high preference among the surveyed

population. Additionally, incorporating Facebook into marketing strategies

may prove beneficial. However, businesses should be aware of the relatively

lower impact and preference of Instagram. Future research could explore the

reasons behind the high preference for TikTok and investigate how

businesses can effectively leverage this platform. Moreover, it is advised to

continue investing in digital marketing efforts on Facebook, TikTok, and

Instagram, while incorporating user-generated content and influencer

endorsements to enhance their impact.

Further research and analysis are recommended to gain a more

comprehensive understanding of the preferred digital marketing platform. This

may involve considering additional factors such as demographics, market

trends, and user preferences to obtain more conclusive findings and deeper

insights into the preferences and factors influencing the choice of a digital

marketing platform among the target audience.

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Caloocan, Balayan Batangas
Accountancy, Business Management

ACKNOWLEDGEMENT

The researchers would like to express their deepest appreciation and

heartfelt gratitude to all those who have played a significant role in the

successful completion of this study. Without the exceptional assistance,

support, and contributions from numerous individuals and institutions, this

research endeavor would not have been feasible. The researchers extend

their sincerest thanks to the following:

First and foremost, our profound gratitude goes to Balayan Senior High

School for providing us with the invaluable opportunity to conduct this study.

The school’s openness and encouragement have allowed us to broaden our

competence and deepen our understanding of our chosen field. We are

grateful for their support and trust in our abilities.

We would like to express our sincerest appreciation to our thesis

adviser, Ma’am Jayl Cahayon. Her guidance, expertise, and unwavering

commitment to our research have been instrumental in shaping our study. Her

valuable insights, constructive criticism, and continuous encouragement have

propelled us forward, enabling us to navigate the challenges of the research

process effectively. We are truly grateful for her mentorship and unwavering

support.

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Caloocan, Balayan Batangas
Accountancy, Business Management

We would also like to extend our thanks to Professor Jocelyn Gagalang

for sharing her knowledge and providing us with valuable tips that have

contributed to the improvement of our study. Her expertise and insights have

broadened our understanding and helped us refine our research

methodology. We are grateful for her willingness to impart her wisdom and

expertise to us.

Our heartfelt appreciation goes to the consumers in Balayan,

Batangas, who participated in answering our survey questionnaire. Their

willingness to provide valuable information and insights has significantly

contributed to the richness and validity of our research findings. Their

cooperation and involvement have been crucial in enabling us to gather data

and draw meaningful conclusions. We are deeply grateful for their time and

willingness to contribute to our study.

We would also like to express our gratitude to Quilbot, an invaluable

tool that has corrected grammar and helped arrange our study effectively. Its

assistance in ensuring the clarity and coherence of our work is highly

appreciated. Quilbot’s contribution has undoubtedly enhanced the quality of

our research, and we extend our heartfelt thanks for its invaluable assistance.

To our parents and families, we owe an immeasurable debt of

gratitude. Their unwavering support, both financially and emotionally, has

sustained us throughout the research process. Their belief in our abilities and

their constant understanding and encouragement have been the driving force

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Caloocan, Balayan Batangas
Accountancy, Business Management

behind our success. We are truly blessed to have such loving and supportive

families, and we thank them from the bottom of our hearts.

Lastly, but most importantly, we would like to acknowledge and thank

our Almighty God. Throughout this entire research journey, His guidance,

strength, and wisdom have been our constant companions. We are grateful

for the divine direction, knowledge, and understanding that He has bestowed

upon us. Without His grace and blessings, this study would not have been

possible. We humbly offer our sincerest thanks to our Creator for His

unwavering support and guidance.

The Researchers:
Creag Venj G.
De Jesus Pamela C.
Jordan Mark Joseph
Paculanang Paul Justin Q.
Quinag MJ D

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Caloocan, Balayan Batangas
Accountancy, Business Management

DEDICATION

This research study is dedicated to all the digital strategies, online

businesses, social media specialists, and consumers who actively engage in

and contribute to the field of digital marketing. Your efforts and insights play a

crucial role in shaping the landscape of consumer buying behavior and the

effectiveness of digital marketing platforms.

To the digital strategies: Your innovative ideas, creative campaigns,

and strategic planning drive the success of businesses in the digital realm.

This research aims to provide you with valuable insights into the preferences

and impact of various digital marketing platforms, helping you make informed

decisions and optimize your marketing strategies.

To the online businesses: You are at the forefront of utilizing digital

marketing platforms to connect with consumers and promote your products or

services. This research recognizes the significance of your efforts and

recommends leveraging TikTok as a primary platform, while incorporating

Facebook into your marketing strategies. It also emphasizes the importance

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Caloocan, Balayan Batangas
Accountancy, Business Management

of user-generated content and influencer endorsements to enhance your

impact.

To the social media specialists: Your expertise and knowledge in

navigating the dynamic world of social media are invaluable. This study

acknowledges your role in shaping consumer behavior through digital

marketing efforts. It encourages you to continue investing in digital marketing

on Facebook, TikTok, and Instagram, while exploring the reasons behind the

high preference for TikTok and finding effective ways to leverage this

platform.

To the consumers: You are at the heart of this research. Your

preferences, opinions, and behaviors provide valuable insights into the

influence of digital marketing platforms. This study highlights the impact of

digital marketing on your decision-making processes, brand perceptions, and

product recommendations. It aims to empower you by encouraging

businesses to create more authentic, engaging, and convenient digital

marketing experiences.

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Caloocan, Balayan Batangas
Accountancy, Business Management

TABLE OF CONTENTS

Page
TITLE PAGE ……………………………………………………………….…….i
ABSTRACT ………………………………………………………….……….….ii
ACKNOWLEDGEMENT ………………………………………...………….….iv
DEDICATION …………………………………………………………..…….….vii
TABLE OF CONTENTS ………………………………………………….…….ix
LIST OF TABLES …………………………………………………………...….xi
LIST OF FIGURES ……………………………………………………….…….xii
LIST OF APPENDICES …………………………………………………….….xiii

CHAPTER
I. THE PROBLEM
Introduction……………………………………………………….1
Background of the Study……………………………………….3
Statement of the Problem………………………………………4

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Caloocan, Balayan Batangas
Accountancy, Business Management

Conceptual Framework…………………………………..……..5
Significance of the study……………………………………….7
Scope and Delimitations……….............................................8
Definition of Terms……………..................…...……………….9

II. REVIEW OF RELATED LITERATURE

Theoretical Framework ………………………………………...11
Foreign…………………………………………...........................14
Local…………………………………………………………….….20
Synthesis……………………………………………………..…...26

III. RESEARCH METHODOLOGY AND PROCEDURE

Research Design………………………………………..
………..29
Respondents and Population…………….…..……….
……….30
Sampling Method……………………………………….…….….30
Research Instrument…………………………………………....31
Data Gathering Procedure…………………………….….....…32
Statistical Treatment……………………………………….……33

IV. PRESENTATION, ANALYSIS AND INTERPRETATION OFDATA

Preferred Digital Marketing Platform……………………..….............36
Assessment on the Impacts of Digital Marketing Platform to
the Consumers Buying Behavior.…………..………………….…......38
Significant relationship on the assessed Preferred Digital
Marketing Platform when Grouped According to their Buying
Behavior……………………………………………………………………40

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Caloocan, Balayan Batangas
Accountancy, Business Management

V. SUMMARY, FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS
Summary…………………………..………………………..…………….41
Findings…………………………….………………….……..……….....42
Conclusions………………………………………………………………43
Recommendations………………………..……………………………..44

BIBLIOGRAPHY…………………………………………………………………..46
APPENDICES……………………………………………………..……………….50
CURRICULUM VITAE…………………………………………………………….53

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Caloocan, Balayan Batangas
Accountancy, Business Management

LIST OF TABLES

Table. No Title Page

4.1.1 Preferred Digital Marketing Platform………………….….. 37

4.1.2 Assessment to the Influence of Digital Marketing on

Consumers Buying Behavior…………………..,…….…… 38

4.1.3 Relationship Between the Assessed Preferred Digital

Marketing Platform And their Buying Behavior………… 40

LIST OF FIGURE

Figure. No Title Page

1 IPO Model……………………………………………………. 5
2 Technology Acceptance Model…………………………... 11
3 Theory of Reasoned Action Model………………………. 13
 BALAYAN SENIOR HIGH SCHOOL
Caloocan, Balayan Batangas
Accountancy, Business Management

LIST OF APPENDICE

SURVEY QUESTIONAIRE ……………………………………………………....51

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Caloocan, Balayan Batangas
Accountancy, Business Management

CHAPTER I
The Problem

Introduction
In today’s rapidly evolving digital landscape, businesses in Balayan,

Batangas are increasingly turning to digital marketing platforms to reach and

engage with their target audience. These platforms provide a wide range of

tools and strategies to promote products and services, allowing businesses to

connect with consumers in innovative ways. This research aims to explore the

impact of digital marketing platforms on consumers’ buying behavior in

Balayan, Batangas, a bustling town in the Philippines known for its vibrant

marketplace and active consumer base.

The Philippines has implemented laws such as the Consumer Act, the

e-Commerce Law, and the Data Privacy Act to protect consumers’ interests

and rights in the context of digital marketing. These laws provide a legal basis

for ensuring consumer protection and privacy in the digital sphere. Digital

marketing has disrupted traditional marketing channels globally and

transformed the way consumers interact with brands. In the Philippines, online

reviews and recommendations are more trusted than traditional forms of

advertising, highlighting the significant influence of digital marketing on

consumers’ buying intentions.

The COVID-19 pandemic has further accelerated the growth of e-

commerce in the Philippines. Online shopping has become the preferred

 BALAYAN SENIOR HIGH SCHOOL
Caloocan, Balayan Batangas
Accountancy, Business Management

mode of purchase for consumers, prompting businesses to invest heavily in

digital marketing. Social media platforms like Facebook and Instagram play a

crucial role in driving e-commerce sales in the country. A report by Facebook

and Bain & Company predicts that digital marketing in the Philippines will

reach $7.5 billion by 2025, emphasizing its increasing importance.

Back in 2017, the Philippine News Agency highlighted the growing

importance of digital marketing in the country. Businesses in the Philippines

were relying more on digital marketing strategies to reach their target

audience, with social media platforms like Facebook, Instagram, and Twitter

becoming essential channels for promotion. The impact of digital marketing on

consumer behavior was evident, as Filipinos were spending an average of

four hours and 12 minutes on social media every day.

This research aims to investigate the relationship between digital

marketing platforms and consumers’ buying behavior specifically in Balayan,

Batangas. By examining the extent to which digital marketing platforms

influence consumers’ decision-making processes, this study seeks to provide

valuable insights into the effectiveness of these platforms in shaping

consumer behavior. The findings of this research will be beneficial for

businesses in Balayan, Batangas, and beyond, as they can use the insights to

develop targeted digital marketing strategies that resonate with their target

audience and drive positive buying behavior outcomes. Additionally, the study

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Caloocan, Balayan Batangas
Accountancy, Business Management

will contribute to the existing literature on digital marketing and consumer

behavior, particularly in developing countries.

The study's findings will be beneficial to marketing students, ABM

students, the community, future researchers, educators, and consumers..

Furthermore, the study will contribute to the existing literature on digital

marketing and consumer behavior, particularly in developing countries.

Background of the Study

The Philippines has a population of over 110 million, and out of this

number, more than 73 million are active social media users. Facebook is the

most popular social networking site in the country, with over 71 million active

members. Instagram and TikTok are also widely used in the nation, with

active user bases of over 13 million and 22 million, respectively. This large

user base presents a significant opportunity for businesses to utilize digital

marketing to reach their target audience and increase sales.

Digital marketing encompasses various techniques, including

influencer marketing, social media marketing, content marketing, SEO (search

engine optimization), and email marketing. By utilizing these techniques,

businesses can tailor their marketing strategies to the specific demographics,

interests, and behaviors of their target audience. The result is personalized

and engaging content that resonates with their customers.

One of the advantages of digital marketing is the convenience it offers

to consumers. Customers can shop for products from the comfort of their

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Caloocan, Balayan Batangas
Accountancy, Business Management

homes, compare prices, and make purchases without leaving their houses.

Additionally, digital marketing saves consumers time by eliminating the need

to travel to physical stores. It also provides security by enabling consumers to

make secure payments and protecting their personal information.

Despite the widespread use of digital marketing in the Municipality of

Balayan, little is known about how it impacts consumers’ purchasing

intentions. More research is necessary to determine how digital marketing

affects consumers’ buying intentions in terms of informational and

investigative intent and ease. Overall, digital marketing presents a valuable

opportunity for businesses to reach their target audience and increase their

sales.

Statement of the Problem

The study aims to investigate the impact of digital marketing,

specifically Facebook, Instagram, and TikTok, on consumers’ buying

intentions. The study seeks to explore how digital marketing affects

consumers’ buying behavior.

The research will address the following questions:

1. What digital marketing platforms are consumers buying in terms of:

1.1 Facebook
1.2 TikTok
1.3 Instagram

2. What are the impacts of digital marketing platform to the consumers buying

behavior

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Accountancy, Business Management

3. Is there a significant relationship between the digital marketing platform and

its impact on the consumer's buying behavior?

Hypothesis

Null : There is no significant impact of digital marketing on consumers’ buying

intentions in the Balayan Batangas.

Alternative : There is a significant impact of digital marketing on consumers’

buying intentions in Balayan, Batangas.

Conceptual Framework

This is conceptual framework outlines the research topic “The Impact

of Digital Marketing on Consumers’ Buying Intention in the Philippines” and

breaks it down into three main components: input, process, and output.

Figure1 IPO Model

The conceptual framework presented here aims to explore the

influence of digital marketing platforms on consumers’ buying behavior in

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Accountancy, Business Management

Balayan, Batangas. Through the collection and analysis of relevant data, the

study seeks to provide insights into the preferences and behaviors of

consumers in response to various digital marketing channels. By

understanding the demographic profile of the respondents, including age,

gender, income, education level, and occupation, the study sets the

foundation for a comprehensive understanding of the target audience.

Furthermore, identifying the preferred digital marketing platforms, such as

Facebook, TikTok, and Instagram, enables the examination of specific

channels through which consumers are exposed to marketing content.

The process involves conducting a survey among respondents in

Balayan, Batangas, gathering data on their demographic profiles, buying

behavior, and the impact of digital marketing on buying intention. This

comprehensive approach ensures a holistic understanding of the factors that

influence consumers’ purchasing decisions. By analyzing the collected data

using statistical tools like regression analysis, the study aims to uncover

significant relationships and patterns, providing valuable insights into the

impact of digital marketing platforms on consumers’ buying behavior.

The anticipated output of this study is the confirmation of a significant

impact of digital marketing platforms on consumers’ buying intention in

Balayan, Batangas. The findings will shed light on the effectiveness of various

digital marketing strategies employed by businesses and marketers in

reaching and influencing their target audience. This knowledge will empower

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Caloocan, Balayan Batangas
Accountancy, Business Management

businesses in Balayan, Batangas, to make informed decisions regarding their

marketing efforts, ensuring that they align with the preferences and behaviors

of their consumers. Ultimately, the study aims to contribute to the field of

digital marketing by providing evidence-based insights and recommendations

for effective marketing strategies in the local context of Balayan, Batangas.

Significance of the Study

The study will analyze how digital marketing channels such as

Facebook, Instagram, and TikTok influence consumers’ buying intentions and

the factors that contribute to their decision-making process. The findings of

this study will be of significant importance to marketing students, ABM

students, the community, future researchers, educators, and consumers.

Marketing Students. This study provides a deeper understanding of how

digital marketing channels such as Facebook, Instagram, and TikTok can

influence consumers’ buying behavior. It can help students learn how to

create effective digital marketing strategies to attract potential customers and

increase sales.

ABM (Accountancy, Business, and Management) students. This study is

crucial in learning how digital marketing affects business operations,

specifically in terms of increasing brand awareness and promoting products

and services. It can help them develop skills in data analysis and market

research to support decision-making processes in businesses.

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Accountancy, Business Management

To the community This study can serve as a guide for making informed

decisions when purchasing products or services. It can provide valuable

insights on how to maximize the benefits of digital marketing channels for

finding the right products and services that fit their needs.

Future Researchers. This study can serve as a reference for similar studies

on digital marketing and consumer behavior. It can provide a framework and

methodology for conducting research on similar topics, thus contributing to the

advancement of knowledge in this field.

To the educators. This study can provide a real-world example of how

research can be used to inform business practices. Educators can use the

study as a case study to illustrate key concepts in marketing, consumer

behavior, or research methods.

To the consumers. This study can provide insights into how digital marketing

can benefit them. By understanding how digital marketing channels can

provide convenience, save time, and enhance security, consumers can make

more informed decisions about which products and services to buy.

Scope and Delimitations

This study aims to examine the impact of digital marketing platforms,

specifically Facebook, TikTok, and Instagram, on consumer buying behavior

in Balayan, Batangas. In order to understand how these platforms influence

purchasing decisions, the study focuses on Facebook, TikTok, and Instagram

as the main digital marketing platforms. These platforms have gained

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Caloocan, Balayan Batangas
Accountancy, Business Management

popularity and are widely used among the target population in Balayan,

Batangas. By utilizing various marketing tools and features, businesses can

effectively reach and engage with their target audience.

However, it is important to note that this study will solely focus on the

impact of digital marketing on customers’ purchase intentions in the

Municipality of Balayan. Other marketing mediums such as print, radio, or

television will not be examined in relation to customers’ purchasing intentions.

Additionally, the study will not cover other facets of digital marketing such as

email marketing and search engine marketing.

Definition of Terms

Buying Behavior: Describes the process and actions undertaken by

consumers when making purchasing decisions. It includes factors such as the

research and evaluation of products, the selection of a preferred option, and

the actual purchase.

Content marketing: The creation and sharing of online material such as

videos, blogs, and social media posts to stimulate interest in a product or

service.

Convenience: The degree to which digital marketing makes purchasing

easier and more accessible for consumers.

Digital marketing: Marketing strategies and techniques that utilize digital

technologies and platforms to promote products or services to consumers.

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Caloocan, Balayan Batangas
Accountancy, Business Management

Influencer marketing: A type of digital marketing that involves partnering

with individuals who have a large social media following (i.e., “influencers”) to

promote a product or service. Influencers typically create content featuring the

product or service and share it with their followers, who are then encouraged

to make a purchase.

Informational intent: A consumer’s intention to learn about a product or

service before making a purchase.

Investigation intent: A consumer’s intention to gather information and

compare products or services before making a purchase.

Security: The level of protection and safety that digital marketing provides to

consumers in terms of secure payments and safeguarding personal

information.

Social media marketing: A type of digital marketing that involves using

social media platforms (such as Facebook, Instagram, and Twitter) to promote

a product or service. This can include creating sponsored posts or ads,

building a social media following, and engaging with customers through

comments and direct messages.

Social media platforms: Online platforms where users can create and share

content, interact with each other, and connect with brands or businesses.

Examples include Facebook, Instagram, and Tiktok.

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Caloocan, Balayan Batangas
Accountancy, Business Management

CHAPTER II
Review of Related Literature and Studies

This chapter includes a list of related readings. Functioned as the

intellectual foundation for the topic under consideration. It also contains the

research material provided as a guide for the analysis. This aims to describe

the key terms that were employed in this study, as well as a thorough

examination of related material by researchers, other authors, and authorities.

Theoretical Framework

The Technology Acceptance Model (TAM) suggests that the perceived

usefulness and ease of use of a technology influence the user’s attitude

towards using it, which in turn affects their behavioral intention to use it. This

model can be applied to understand how consumers perceive digital

marketing platforms such as Facebook, Instagram, and TikTok and how it

affects their buying intention.

Convenience

Time-saving Security
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Accountancy, Business Management

Figure 2. Technology Acceptance Model

The model above shows three overlapping circles: convenience, security,

and time-saving, which are the three key aspects of digital marketing that the

researchers want to investigate in the study. The TAM circle represents the

theoretical framework that was used to analyze your findings.

In the diagram, the convenience circle represents the ease of using social

media platforms such as Facebook, Instagram, and TikTok for shopping in the

Philippines. This includes things like how easy it is to search for products,

make payments, and receive products. TAM allows researchers to investigate

how consumers perceive the convenience of using these shopping platforms

and how this perception influences their intention to use them.

The Security Circle represents the safety of shopping on social media

platforms in the Philippines. This includes personal information security,

payment information security, and overall data security. TAM can assist you in

investigating how consumers perceive the security of using these shopping

platforms and how this perception influences their intent to use them.

The Time-saving circle represents the time-saving aspect of shopping on

social media in the Philippines. This includes the shopping process’s speed

and efficiency, from browsing to checkout. TAM can assist you in

understanding how consumers perceive the time-saving benefits of using

these shopping platforms and how this perception influences their intent to

use them.

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Accountancy, Business Management

Researchers can gain a better understanding of how consumers in

Balayan Batangas perceive social media platforms as shopping channels and

how this perception affects their intention to use them by using TAM to

investigate these three overlapping aspects of digital marketing Davis, F. D.

(1989).

Impact of Digital Marketing on Consumer Buying Intention

Informational Intent Investigative Intent

Convenie Time-Saving Security Convenie Time-Saving Security

nt nce

Figure 3. Theory of Reasoned Action Model

The model Theory of Reasoned Action shows that digital marketing

channels, including Facebook, Instagram, and TikTok, can pos0itively

influence consumers’ attitudes towards buying products online by providing

quick and easy access to product information, reviews, and comparisons.

However, if consumers perceive a lack of security or trustworthiness in these

channels, it can negatively impact their intention to purchase.

Consumers’ intention to engage in a particular behavior, such as

buying a product online, is influenced by their attitudes towards that behavior

and subjective norms, according to the Theory of Reasoned Action. The

messages conveyed through digital marketing can influence consumers’

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Accountancy, Business Management

attitudes towards buying online and their perceptions of what is considered

socially acceptable.

Two main types of intent related to digital marketing’s impact on

consumer buying intentions are informational intent and investigational intent.

Informational intent refers to consumers seeking convenient and time-saving

access to product information, while investigational intent refers to consumers

investigating a product before purchasing it online.

Social media influencers promoting a product on Facebook, Instagram,

and TikTok can positively influence consumers’ attitudes towards investigating

and purchasing the product. However, if the product is associated with

negative reviews or controversial messaging, it may negatively impact

consumers’ attitudes towards investigating and purchasing the product.

Convenience, time-saving, and security are key factors that influence

both informational and investigative intent in digital marketing. The geographic

location of the study, Balayan, Batangas, helps to understand the local

context in which consumers make buying decisions. Overall, the impact of

digital marketing on consumer buying intentions in Balayan, Batangas, is

dependent on consumers’ attitudes towards online shopping and their

perceptions of what is considered socially acceptable Ruggiero, J. S. (2018).

Foreign

Consumers Preferred Digital Marketing Platform

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Accountancy, Business Management

Research in related literature has also shown how strongly digital

marketing affects customers’ intent to buy. In their study, Hussain et al. (2020)

examined how social media marketing impacts customer behavior, particularly

purchase intention. The paper claims that because social media marketing

positively affects consumers’ purchase intentions, it is a successful method for

firms to increase sales and revenue. The report asserts that in order for

businesses to improve the effectiveness of their marketing, they need to tailor

their strategies based on a variety of demographic factors.

Moreover, Hsieh and Lu’s (2018) study focused on how social media

marketing impacts users’ intentions to make purchases in an e-commerce

environment. The study showed that social media marketing has a positive

impact on consumers’ desire to buy, particularly among younger generations.

In order to attract and retain customers in the competitive e-commerce sector,

businesses need to concentrate on creating engaging content and forging a

strong online presence. A 2016 study by Gupta and Jain examined how social

media marketing influences how consumers choose which things to purchase.

The survey claims that social media marketing, particularly when it comes to

brand awareness and product expertise, has a significant impact on how

customers make purchasing decisions. The paper recommends that

businesses use social media channels to engage with customers, disseminate

important information, and boost marketing effectiveness.

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Accountancy, Business Management

In a study, Hussain et al. looked into how social media marketing

affected American consumers’ intentions to buy (2019). The study found that

social media marketing helps businesses reach their target market and has a

positive impact on consumers’ purchasing intentions. The study also revealed

that organizations should collaborate with social media influencers to increase

sales because they play a vital role in influencing consumers’ purchasing

decisions. Digital marketing has developed into a crucial tool for companies all

over the world to improve their online presence and draw in new clients. A

2017 study by Alalwan et al. found that social media sites like Facebook and

Instagram significantly affect consumers’ inclinations to buy. According to the

report, user-generated content, product suggestions, and promotional offers

are just a few social media marketing tactics that have a big impact on

consumer behavior. According to the report, companies should use social

media marketing to produce interesting and pertinent material to draw in and

keep customers.

In a study by Wang et al. (2018), it was discovered that social media

marketing has a favorable effect on consumers’ intentions to make purchases.

The study found that social media marketing initiatives including product

evaluations, influencer marketing, and social media advertising have a big

impact on consumer behavior. According to the survey, companies should

use social media marketing to produce genuine and pertinent content in order

to draw in and keep customers. Similar to this, a 2016 study by Muntinga et

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al. found that social media marketing has a big influence on consumer

behavior. According to the survey, social media sites like Facebook and

Instagram give businesses the chance to interact with customers in real time

and deliver tailored content. The report recommends that companies use

social media channels to produce interesting and pertinent material that can

affect consumer choice.

The Impact of Digital Marketing

The effect of digital marketing on consumer behavior has gained

popularity as a research topic in recent years. An investigation of the effects

of social media marketing on Finnish consumer behavior was conducted by

Karjaluoto et al. in 2015. According to the study, social media marketing

significantly affects customers’ purchasing behavior, especially their intention

to make a purchase. Alalwan et al. (2017) conducted another study to

investigate the influence of social media marketing on Saudi Arabian

customer behavior. According to the study, social media marketing

significantly affects customers’ purchasing behavior, especially with regard to

their propensity to acquire things. The study also discovered that social media

marketing significantly influences customers’ perceptions of brands.

The effect of digital marketing on customer behavior in India was

looked at in a study by Kaur et al. (2019). According to the study, digital

marketing significantly affects customers’ purchasing behavior, especially

their intention to make a purchase. The survey also discovered that consumer

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views regarding brands are significantly impacted by digital marketing. An

investigation of the effects of social media marketing on Vietnamese

consumer behavior was conducted by Phan et al. in 2019. According to the

study, social media marketing significantly affects customers’ purchasing

behavior, especially with regard to their propensity to acquire things. The

study also discovered that social media marketing significantly influences

customers’ perceptions of brands.

The effect of social media marketing on consumer behavior in China

was also explored in a study by Chen and Chen (2020). According to the

study, social media marketing significantly affects customers’ purchasing

behavior, especially their intention to make a purchase. The study also

discovered that social media marketing significantly influences customers’

perceptions of brands. In other nations, digital marketing has grown to be a

crucial tool for enterprises. In India, social media usage has a substantial

impact on consumers’ purchasing intentions in terms of convenience,

according to a study by Kaur et al. (2019). Consumers believed social media

sites to be an easy and accessible tool to conduct product research and make

purchases, according to the report.

Impacts that Affects Consumers

The impact of social media on consumer behavior has been

extensively studied in recent years. In Malaysia, a study conducted by Amin et

al. in 2018 found that Facebook usage had a significant impact on consumers’

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purchasing intentions, especially among younger consumers who considered

Facebook an easy-to-use shopping site. Similarly, a study by Kim and Ko in

2019 in the United States found that Instagram usage had a big impact on

people’s intentions to buy convenient products, with social impact and visual

appeal being crucial factors in consumer decision-making.

In the Finnish market, the Järvinen and Karjaluoto study in 2015 looked

at the influence of social media marketing on customer purchasing behavior

and found that it increased brand awareness and gave customers specialized

knowledge about goods and services, which had a favorable effect on

consumer buying intentions. Meanwhile, Taiminen and Karjaluoto study in the

same year found that digital marketing had a considerable impact on

customer buying intention, particularly in terms of convenience, time-saving,

and tailored communication, with Facebook and Instagram having the most

impact on patron behavior. Alalwan et al.’s study in 2017 investigated the

influence of social media marketing on customer purchasing patterns in the

Saudi Arabian market, revealing that it had a considerable impact on

customer buying intention, especially in terms of ease and time savings, with

Instagram and Snapchat being the most powerful social media sites for

influencing consumer behavior. In addition, Rauschnabel et al.’s 2016 study

on social media platforms found that social media marketing had a

considerable impact on consumers’ buying intentions, emphasizing the

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significance of authenticity, credibility, and security in social media marketing

for fostering consumer trust.

According to a Statista report from 2020, Facebook, Instagram, and

Tiktok are three of the most widely used social media sites in the world, with

millions of active users each. The report highlighted their potential for digital

marketing, particularly in terms of audience expansion and in-the-moment

customer interaction. Additionally, Guo et al.’s study in 2018 found that online

evaluations on social media sites like Facebook and Instagram strongly

impacted customer decision-making, particularly in terms of how consumers

perceive the brand’s reliability and dependability. Finally, Chiang et al.’s study

in 2019 looked at the influence of influencer marketing on consumers’

purchasing intentions and found that the perceived credibility and

dependability of the business were highly influenced by influencer marketing

on social media sites like Instagram and Tiktok. The study emphasized the

significance of authenticity and openness in influencer marketing and

highlighted its potential for fostering consumer trust and purchase intent,

particularly in the e-commerce industry.

Local
Demographic profile of the respondents

Digital marketing in the Philippines has changed the rules for

businesses looking to broaden their clientele and boost sales there. A study

by Pajunar et al. (2020) found that social networking platforms like Facebook,

Instagram, and Tiktok significantly affect people’s purchasing decisions,

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particularly those of younger generations. The survey found that social media

platforms are successful at influencing consumer behavior, especially when it

comes to promoting brand recognition, product knowledge, and client

testimonials. Additionally, the report argues that in order for businesses to

thrive in the modern marketplace, digital marketing is essential.

The study by Hernandez et al. (2018) also examined the impact of

social media marketing on consumers’ purchase choices. According to the

study, social media marketing has a significant impact on consumers’ intents

to make purchases, and different demographic factors, such as age, gender,

and educational attainment, have variable impacts on consumers’ choices.

According to the report, businesses should focus on specific demographics to

improve their marketing strategies and increase sales. In addition, a 2015

study by Tadena and Alcantara examined the relationship between social

media marketing and the buying habits of Filipino millennials. The poll found

that social media marketing significantly influences millennials’ purchasing

behaviors, particularly in terms of product engagement and brand loyalty. The

poll found that social media marketing is a helpful tool for businesses trying to

attract and retain customers in the Philippine market.

Digital marketing has become a powerful tool for companies in recent

years to connect with their target market in the Philippines. Digital Marketing

Philippines conducted a survey that found that social media sites like

Facebook, Instagram, and Tiktok have become essential in influencing

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consumer behavior (Digital Marketing Philippines, 2020). Businesses have the

chance to communicate with customers in real-time through social media

platforms, which enables them to deliver specialized and targeted content. As

a result, firms can better target their marketing initiatives to consumers’

unique requirements and preferences, which will increase their likelihood of

making a purchase. Reyes and Faustino’s (2018) study revealed that social

media marketing has a beneficial impact on Filipino consumers’ intent to buy.

The study found that user-generated content, product advertising, and

influencer marketing on social media all had a big impact on customer

behavior. According to the survey, companies should use social media

marketing to produce interesting material that can have an impact on

consumer choices.

Parallel to this, a 2017 study by Tandoc and Cortez found that social

media marketing significantly influences Filipino consumers’ purchasing

decisions. The survey indicated that before making purchases, customers

research products and services through social media sites. According to the

report, companies should use social media platforms to publish instructional

and useful content to draw in new clients and keep existing ones. Digital

marketing has recently emerged as a crucial tool for companies looking to

reach their target audience in the Philippines. 73% of Filipinos use social

media, according to a study by Hootsuite and We Are Social, and this

percentage is anticipated to rise in the future (We Are Social, 2020). The

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popularity of social media sites like Facebook, Instagram, and TikTok has

made it easier for companies to connect with their target market. As a result,

firms in the Philippines are using more digital marketing techniques.

The Impact of Digital Marketing

In a 2019 study, Calimag et al. looked at how social media affects

Filipino consumers’ purchasing decisions. According to the study, social

media significantly influences customers’ purchasing decisions, especially

with regard to their intention to acquire things. According to the report,

customers who interact with firms on social media are more inclined to buy

their goods. Another study by Cabillo et al. (2018) looked at how social media

marketing affected Filipino millennials’ purchasing habits. According to the

study, social media marketing significantly influences millennials’ purchasing

behavior, especially their intention to make a purchase. Also, the study

discovered that social media marketing significantly affects millennials’

perceptions of brands. The effect of social media on the purchasing habits of

Generation Y customers in the Philippines was investigated in a study by

Pineda et al. (2017). According to the study, social media significantly

influences customers’ purchasing decisions, especially with regard to their

propensity to purchase goods. The study also discovered that social media

significantly affects consumers’ perceptions of brands.

Ramos (2016) looked into how social media affected Filipino

consumers’ purchasing habits. According to the study, social media

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significantly influences customers’ purchasing decisions, especially with

regard to their intention to acquire things. According to the report, customers

who interact with firms on social media are more inclined to buy their goods.

Digital marketing is now a crucial tool for companies in the Philippines to

engage with their customers. Facebook is one of the most widely used

platforms. According to a study by Reyes et al. (2019), Facebook usage has a

big impact on customer purchasing decisions, especially in terms of

convenience. The research also showed that Facebook advertising greatly

enhanced customers’ inclination to buy.

Another well-liked social networking site in the Philippines is Instagram.

According to a Santos et al. (2018) study, Instagram usage has a big impact

on consumers’ propensity to buy in terms of convenience. The study also

showed that crucial factors in consumer decision-making were social impact

and visual appeal. Although TikTok is a relatively new site in the Philippines, it

has become increasingly popular with younger users. Garcia and Cudia’s

(2020) study discovered that TikTok usage has a considerable impact on

consumers’ purchasing intentions, especially among the younger generation.

According to the study, influencer marketing on TikTok significantly influenced

consumers’ purchasing decisions.

Facebook, Instagram, and TikTok are among the digital marketing

platforms that are increasingly popular in the Philippines. A 2020 Nielsen

Philippines survey found that during the epidemic, social media usage in the

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nation climbed by 60% as people spent more time online as a result of

quarantine regulations (Nielsen Philippines, 2020). Consumer behavior has

also changed as a result of the rise in digital media consumption, with people

becoming more inclined to make purchases online than in actual stores.

According to the study by Reyes and Hernandez (2020), using digital

marketing platforms significantly affects consumers’ intentions to buy,

especially in terms of time savings. According to the study, which polled 500

Filipino consumers, 80% of them prefer online shopping since it saves them

time and effort. The study also discovered that social media sites like

Facebook and Instagram had the greatest influence on how people behave as

consumers.

Impacts that Affects Consumers

Garcia and Orsolino (2018) looked at the influence of social media

marketing on Filipino millennials’ intention to buy in a different study.

According to the study, social media marketing influences millennials’

purchase intentions favorably because it makes it simple for consumers to

acquire product information and compare features and costs. The study also

discovered that Twitter, Facebook, and Instagram are the most successful at

influencing millennials’ purchase decisions. A study by Clavio, et al. (2020)

found that internet marketing significantly affects Philippine consumers’

buying decisions. According to the survey, customers who are exposed to

digital marketing are more likely to base their purchases on the data offered

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by these platforms. The survey also emphasized the significance of security in

digital marketing since customers are more inclined to trust and do business

with firms that put security first.

Social media sites like Facebook, Instagram, and Tiktok are useful

resources for digital marketing in the Philippines, according to a Santos

(2018) study. The study underscored how crucial it is to comprehend

consumer preferences and behavior on these platforms in order to create

marketing campaigns that successfully engage the target market. The

importance of trust in digital marketing was highlighted in a study by Vergara

et al. (2019). According to the report, internet shoppers in the Philippines give

a lot of weight to a company’s reputation for reliability. The study also

stressed the significance of security precautions in digital marketing, as they

have a big impact on customer trust and purchase intent. According to a

survey by Marquez (2020), Filipino customers are relying more and more on

digital platforms to make their shopping decisions. According to the survey,

social media sites like Facebook, Instagram, and Tiktok are particularly

effective at raising brand knowledge and credibility among customers.

De Leon, et al. study’s from 2017 highlighted the significance of

tailored marketing on digital platforms. According to the report, marketing

initiatives that are catered to Filipino consumers’ interests and needs receive

favorable feedback. The report also emphasized the significance of data

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security and privacy in building customer confidence in targeted marketing

initiatives.

Synthesis

The researchers were conducting a study on the impact of digital

marketing on customer purchasing intentions, with a particular focus on the

Philippines. They were influenced by several local and foreign studies and

associated publications, which highlighted the importance of retaining all

records for future use. These references alerted the researchers to the

parallels between their intended study and the widely used study of experts.

The researchers found that social networking sites like Facebook, Instagram,

and TikTok have a substantial influence on consumers’ shopping decisions,

especially among younger generations. Social media platforms can be

effective resources for firms to develop customer feedback, product

information, and brand awareness. Consumer purchase behavior is

influenced by a variety of demographic profiles, including age, gender, and

preferred digital markets. Consumers rely heavily on social media as a source

of information and to make their shopping decisions.

The researchers also found that businesses should use social media

platforms to boost sales and improve marketing efficiency. By managing their

online reputation, companies can gain the trust of their target audience.

Online reviews play an essential role in influencing consumers’ purchasing

decisions, and businesses should take advantage of this. In general, digital

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marketing is necessary for companies to compete in the contemporary market

and boost their earnings. Social media marketing has an impact on consumer

behavior, but it can also reveal important information about customer

preferences and wants.

Social media analytics can help businesses improve their marketing

plans and better cater to their target markets. By fostering a sense of

community and closeness between the brand and its followers, social media

marketing can help increase client loyalty and establish a strong online

presence. Social media marketing has become a crucial part of any effective

marketing plan in the digital era, giving businesses new chances to engage

with their customers and boost sales.

This study highlights the importance of managing online reputation,

engaging with customers, and using social media analytics to monitor trends

and preferences. Companies that implement these strategies are more likely

to gain customer trust and loyalty, leading to increased sales and revenue.

This research serves as a valuable resource for businesses looking to

enhance their digital marketing efforts.

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CHAPTER III
Research Methodology

This chapter of the study focuses on the methodology and approach

utilized to examine how digital marketing in Balayan, Batangas, affected

consumers' intention to purchase goods and services. In particular, the study

looks at how Facebook, Instagram, and TikTok are used as digital marketing

platforms and how they affect customers’ informational and Investigative

intent, especially in terms of convenience, time-saving, and security.

Research Design

This research aims to examine how digital marketing platforms impact

consumers’ buying behavior in Balayan, Batangas. To accomplish this, a

quantitative research design with a correlational research approach will be

adopted. The study will commence by randomly selecting participants from

the Balayan, Batangas area, ensuring a representative sample through a

simple random sampling technique. This method will minimize bias and

increase the generalizability of the findings. The specific sample size will be

determined based on statistical significance and power analysis

considerations.

Data will be collected through structured questionnaires, designed to

gather detailed information regarding consumers’ exposure to digital

marketing platforms, their buying behavior, and relevant factors. Participants

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will rate their responses on a Likert scale, enabling quantitative analysis of the

data.

Respondents and Population

This study aims to investigate the impact of digital marketing on

consumers’ buying intention in Balayan, Batangas. The population will be

segmented based on their buying intention, specifically informational and

investigation intent in regards to convenience, time-saving, and security. The

sample size will be determined using a power analysis, and thirty (30)

respondents will be targeted for the study. The respondents will be selected

randomly from the population of social media users in Balayan Batangas who

have made a purchase decision in the last three months and have a good

understanding of digital marketing and social media platforms such as

Facebook, Instagram, and TikTok.

Sampling Method
The sampling method used in this study on "Digital Marketing Platform:

Its Impact on Consumers' Buying Behavior" is random sampling. It involves

randomly selecting participants from the target population of consumers

engaged with digital marketing platforms. A sampling frame is created using

relevant sources, and a predetermined sample size is chosen. Random

numbers are generated to select participants, who are then contacted for their

insights on buying behavior influenced by digital marketing platforms. The use

of random sampling ensures a representative sample and enables

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generalizations about the impact of these platforms on consumers' buying

behavior.

Research Instruments

To gather the necessary data for the study’s completion, the

researchers will design an online survey questionnaire for customers who

purchased on digital markets such as Facebook, Instagram, and tiktok, which

will then be given to individuals who respond.

Questionnaire. The questionnaire was the primary tool to gather pertinent

data. The researcher constructed a questionnaire based on the gained

concepts and insights about the capability of consumers in buying intent. The

researcher’s personal observations were also considered in its construction.

The first part of the questionnaire focused on the description of the profile of

the respondents. The second part deals with Informational intent and

Investigative intent. The last part of the survey questionnaire consists of

convenience, time saving, and security.

Construction. The instrument used was developed based on the

researchers’ statement of the problem and also the readings of their related

literature.

The first draft made by the researcher was presented to the adviser for

comments and suggestions. These corrections and suggestions are

incorporated in the second draft. Being permitted by the adviser, several

copies of the questionnaire were prepared for the members of the panel.

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Validation. The researcher was instructed to deliver the preliminary survey to

subject-matter specialists for validation, and take into account the dry run to

assess the instrument’s reliability.

Administration. The study’s virtual preparation and administration the

Balayan Batangas consumers were given a survey via Google Forms.

Respondents were told of the study’s goals and the necessity of their frank

and impartial involvement. Soon after the respondents had finished answering

the instrument, the researcher had recovered the questionnaires from them.

With the assistance of the statistician, the data were treated statistically after

being thoroughly totaled and accounted for.

Evaluation of answers. A scale with a corresponding verbal interpretation

was utilized by the researcher. Weights ranging from 1 to 4 are assigned to

the data collected from the respondents. The rating below reflects how well

the responses match the verbal explanation.

Option Verbal interpretation

1 Strongly Disagree

2 Disagree

3 Agree

4 Strongly Agree

Data Gathering Procedure

The purpose of this study is to evaluate how successfully digital

marketing platforms help customers with their information needs and how they

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support that intent, as well as to determine how ease, time savings, and

security affect consumers’ purchasing intentions.

To begin the research process, the target audience was determined to

be consumers in the Balayan, Batangas area who have engaged in digital

marketing platforms such as Facebook, Instagram, and TikTok for purchasing

products or services. The data collection method will be on online surveys.

The online surveys will be distributed through social media platforms such as

Facebook, Instagram, and TikTok to gather a large sample size. In-person

interviews will be conducted with a smaller group of participants to gather

more detailed information.

The survey will consist of questions designed to measure consumers'

perceptions and attitudes towards digital marketing platforms, their

preferences for using these platforms, and their buying intention. The survey

will be pilot tested with a small group of participants to ensure that the

questions are clear and unbiased.

Once the data has been collected, it will be analyzed using statistical

software to identify any trends or patterns in the responses. The findings will

be presented in a report that will provide an overview of the impact of digital

marketing on consumers' buying intention in terms of informational intent and

investigation intent, and the role of convenience, time-saving, and security in

this process.

Statistical Treatment of Data

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The purpose of this study is to examine the impact of digital marketing

through social media platforms such as Facebook, Instagram, and TikTok on

consumers’ buying intentions in terms of informational intent and investigation

intent with regards to convenience, time-saving, and security in Balayan,

Batangas.

In the research topic of the impact of digital marketing on consumers’

buying intention, the Pearson correlation coefficient that can be used to

measure the association between digital marketing platforms such as

Facebook, Instagram, and TikTok, and consumers’ buying intention in

Balayan Batangas.

Frequency and Percentage Analysis:

Frequency and percentage analysis is used to determine the

distribution and proportion of responses for different variables in the data set.

In the context of studying the impact of a digital marketing platform on

consumers’ buying behavior, you can analyze various aspects, such as the

frequency of platform usage, the influence of different marketing strategies, or

the changes in purchasing decisions.

Formula:

Frequency (f) = Number of occurrences of a particular response

Percentage (%) = (f / Total number of responses) * 100

Weighted Mean:

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The weighted mean is used when different variables in the data set

have varying degrees of importance or weight assigned to them. In the

context of analyzing the impact of a digital marketing platform on consumers’

buying behavior, you might assign different weights to responses based on

the sign ificance of each variable.

Formula:

Weighted Mean (x̄w) = (∑(x * w)) / (∑w)

Pearson Correlation Coefficient:

The Pearson correlation coefficient measures the strength and

direction of the linear relationship between two continuous variables. In the

context of analyzing the impact of a digital marketing platform on consumers’

buying behavior, you might want to assess the correlation between variables

like platform engagement (e.g., time spent) and the frequency of purchases.

Formula:

Pearson correlation coefficient ® = (Σ((X – X̄ )(Y - Ȳ))) / sqrt(Σ(X – X̄)^2

* Σ(Y - Ȳ)^2).

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CHAPTER IV
PRESENTATION, ANALYSIS AND
INTERPRETATION OF DATA

In this chapter, we delve into the heart of our research endeavor as we

present, analyze, and interpret the data collected for our study. Data analysis

and interpretation are vital components of any research project, enabling us to

draw meaningful conclusions, uncover patterns, and derive insights that

contribute to the overall understanding of our research objectives. This

chapter serves as a comprehensive guide that navigates through the data we

have gathered, offering a detailed exploration of our findings and shedding

light on their significance. The primary goal of this chapter is to provide a clear

and systematic presentation of the data collected, ensuring its

comprehensibility and facilitating the identification of key trends and patterns.

By employing various analytical techniques and visualization tools, we aim to

transform raw data into meaningful information, allowing us to answer

research questions, test hypotheses, and uncover novel insights within the

chosen research domain.

1. Digital Marketing Platform

The group of respondents were composed of 30 consumers in

Balayan, Batangas and examines their preferred social media platforms such

as Facebook, TikTok, and Instagram. It aims to provide insights into the

effectiveness of digital marketing platforms in shaping consumer behavior.

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1.1 Preferred Digital Marketing Platform

The data collected for this research study pertains to the preferred

social media platforms for digital marketing. The responses were obtained

through a online survey questionnaire administered to a sample of

participants. The data is presented in Table 4.1.1 below.

Table 4.1.1
Preferred Digital Marketing Platform
Social Media Frequency Percentage
Facebook 11 37%
TikTok 18 60%
Instagram 1 3%
Total 30 100%

The data presented above shows the preferred social media platforms

for digital marketing among the surveyed participants were Facebook, TikTok,

and Instagram. Out of the total participants, 11 individuals (37%) indicated a

preference for Facebook, making it a significant choice for digital marketing

efforts. TikTok emerged as the most favored platform, with 18 respondents

(60%) selecting it, indicating a strong inclination towards TikTok as an

effective channel for marketing campaigns. On the other hand, Instagram had

the lowest preference, with only 1 person (3%) choosing it for digital

marketing. These findings suggest that TikTok is the most preferred social

media platform for digital marketing, followed by Facebook, while Instagram

has a relatively lower impact and preference within the surveyed population.

The total sample size for this research was (30) respondents.

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2. Assessment on the Impacts of Digital Marketing Platform to the

Consumers buying Behavior
Table 4.2.1 shows the influence of digital marketing on buying

decisions as perceived by the respondents. The table presents ten statements

related to the impact of digital marketing on social media platforms, along with

their corresponding weighted means and verbal interpretations. These

measures provide insights into the respondents’ attitudes and behaviors

regarding the influence of digital marketing on their Buying behavior

Table 4.2.1
Assessment to the Influence of
Digital Marketing on Consumers Buying Behavior
Weighed Verbal
Statement
Mean Interpretation
The advertisements I see on Facebook, TikTok, and
1 3.47 Agree
Instagram influence my buying choices.
I tend to purchase products or services recommended
2 3.23 Agree
by influencers or celebrities on social media.
The convenience of purchasing products or services
3 through digital marketing on these platforms influences 3.43 Agree
my buying decisions.
The authenticity of digital marketing content on
4 Facebook, TikTok, and Instagram affects my trust in 3.37 Agree
brands.
I actively seek out digital marketing content on these
5 3.3 Agree
platforms when considering a purchase.
The use of user-generated content in digital marketing
6 campaigns on these platforms influences my 3.4 Agree
perception of brands.
I find it easy to discover new products or services
7 3.4 Agree
through digital marketing on social media platforms.
I trust the information presented in digital marketing
8 3.3 Agree
campaigns on these platforms
Social media marketing plays a significant role in
9 3.37 Agree
shaping my brand preferences.
1 I tend to share or recommend products or services
3.43 Agree
0 promoted through digital marketing on these platforms.

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The table presents a survey of individuals’ attitudes and behaviors related to

the influence of digital marketing platform on their buying behavior on

Facebook, TikTok, and Instagram.

The data suggests that respondents generally agree with the

statements provided. The weighted mean scores for all the statements fall

between (3.23) and (3.47), indicating a moderate to high level of agreement.

The highest weighted mean score of (3.47) is attributed to the

statement “The advertisements I see on Facebook, TikTok, and Instagram

influence my buying choices.” This suggests that the advertisements

displayed on these platforms have a noticeable impact on respondents’

purchasing decisions.

Similarly, other statements, such as the influence of influencers or

celebrities, convenience of purchasing, authenticity of digital marketing

content, active seeking of digital marketing content, and the role of social

media marketing in shaping brand preferences, also receive high agreement

scores, ranging from (3.23) to (3.43).

Overall, the data implies that digital marketing efforts on these

platforms, including advertisements, influencer endorsements, and user-

generated content, have a significant influence on consumers’ decision-

making processes, brand perceptions, and product recommendations. It

indicates a positive outlook on the effectiveness and impact of digital

marketing strategies employed on Facebook, TikTok, and Instagram.

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3. Significant relationship on the assessed preferred Digital Marketing

Platform when grouped according to their Buying Behavior

Table 4.3.1 presents the results obtained from the analysis conducted

in the analyzed study. The study focused on examining the relationship

between the assessed preferred digital marketing platform and buying

behavior. The primary objective was to determine whether there was a

significant association or preference for a specific digital marketing platform

among the participants.

Table 4.3.1
Relationship Between the Assessed Preferred
Digital Marketing Platform and their Buying Behavior

Computed
Social Media p-value Verbal Interpretation
value
Preferred Digital Marketing
0.26 0.311 Not significant
Platform

The computed value for the preferred digital marketing platform was

found to be (0.26), indicating a measure of preference or relationship among

the participants. To determine the significance of this result, a p-value of

(0.311) was calculated. Since the p-value exceeds the commonly accepted

significance level of 0.05, it can be concluded that the computed value is not

statistically significant. Therefore, based on the data analyzed, there is not

enough evidence to suggest a strong relationship or preference for a specific

digital marketing platform. It's important to note that a non-significant result

does not necessarily mean there is no preference at all; rather, it signifies that

the data does not provide sufficient evidence to establish a statistically

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significant relationship between the preferred digital marketing platform and

the sample population.

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CHAPTER V
SUMMARY, FINDINGS, CONCLUSIONS
AND RECOMMENDATIONS

This chapter presents a summary of the findings, conclusions, and

recommendations derived from the analysis of the data collected in this study.

The purpose of this research was to investigate the influence of digital

marketing platforms on consumer buying behavior. The data was collected

through a survey of individuals’ attitudes and behaviors related to the use of

digital marketing platforms such as Facebook, TikTok, and Instagram. The

findings, conclusions, and recommendations presented in this chapter are

based on the analysis of the data collected.

Summary

1. The table and analysis presented, provide insights into the preferred

social media platforms for digital marketing among surveyed

participants. The data collected includes the frequency and percentage

distribution of participants’ preferences for Facebook, TikTok, and

Instagram.

2. The survey conducted to examine individuals’ attitudes and behaviors

regarding the influence of digital marketing platforms on their buying

behavior on Facebook, TikTok, and Instagram. The survey included ten

statements, and respondents were asked to provide their level of

agreement or disagreement. The data obtained from the survey was

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analyzed using weighted mean scores to assess the overall agreement

level for each statement.

3. This data obtained from analyzing the preferred digital marketing

platform among the participants. The computed value for the preferred

digital marketing platform was found to be 0.255, indicating a measure

of preference or relationship. Additionally, a p-value of 0.311 was

calculated to determine the significance of the result.

Findings

1. The data presented in this study shows that among the surveyed

participants, TikTok is the most preferred social media platform for digital

marketing efforts, followed by Facebook and Instagram. TikTok emerged

as the most favored platform, with 18 respondents (60%) selecting it,

indicating a strong inclination towards TikTok as an effective channel for

marketing campaigns. Facebook also holds significant potential as a

marketing platform due to its considerable preference among

respondents. On the other hand, Instagram had the lowest preference,

with only 1 person (3.3%) choosing it for digital marketing.

2. The data suggests that respondents generally agree with the statements

provided, with weighted mean scores for all statements falling between

(3.23) and (3.47), indicating a moderate to high level of agreement. Other

statements, such as the influence of influencers or celebrities,

convenience of purchasing, authenticity of digital marketing content,

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active seeking of digital marketing content, and the role of social media

marketing in shaping brand preferences, also receive high agreement

scores, ranging from (3.23) to (3.43).

3. The computed value for the preferred digital marketing platform was found

to be (0.255), indicating a measure of preference or relationship among

the participants. To determine the significance of this result, a p-value of

(0.311) was calculated. Since the p-value exceeds the commonly

accepted significance level of 0.05, it can be concluded that the computed

value is not statistically significant.

Conclusions

1. Based on the findings of this study, it can be concluded that TikTok is

an effective channel for digital marketing campaigns due to its high

preference among the surveyed population. Facebook also holds

significant potential as a marketing platform due to its considerable

preference among respondents. On the other hand, Instagram has a

relatively lower impact and preference within the surveyed population.

2. The highest weighted mean score of (3.47) is attributed to the

statement “The advertisements I see on Facebook, TikTok, and

Instagram influence my buying choices.” This suggests that

advertisements displayed on these platforms have a noticeable impact

on respondents’ purchasing decisions. The data also implies that digital

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marketing efforts on these platforms, including advertisements,

influencer endorsements, and user-generated content, have a

significant influence on consumers’ decision-making processes and

brand perceptions.

3. Based on the data analyzed, there is not enough evidence to suggest a

strong relationship or preference for a specific digital marketing

platform. It’s important to note that a non-significant result does not

necessarily mean there is no preference at all; rather, it signifies that

the data does not provide sufficient evidence to establish a statistically

significant relationship between the preferred digital marketing platform

and the sample population.

Recommendations

1. It is recommended that businesses and organizations looking to

engage in digital marketing efforts consider utilizing TikTok as a

primary platform due to its high preference among the surveyed

population. Additionally, incorporating Facebook into marketing

strategies may also prove beneficial due to its significant preference

among respondents. However, businesses should also be aware of the

relatively lower impact and preference of Instagram within the surveyed

population when considering their digital marketing efforts.

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Future research could explore the reasons behind the high preference

for TikTok among the surveyed population and investigate how

businesses can effectively leverage this platform for their digital

marketing efforts. Additionally, further research could examine the

potential of other social media platforms for digital marketing and

compare their effectiveness with that of TikTok, Facebook and

Instagram.

2. The data indicates a positive outlook on the effectiveness and impact

of digital marketing strategies employed on Facebook, TikTok, and

Instagram. It is recommended that businesses continue to invest in

digital marketing efforts on these platforms to reach and engage with

their target audience. Additionally, businesses should consider

incorporating user-generated content and influencer endorsements into

their digital marketing campaigns to further enhance their impact.

3. In order to gain a more comprehensive understanding of the preferred

digital marketing platform, further research or analysis is

recommended. This could involve considering additional factors such

as demographics, market trends, and user preferences. By exploring

these aspects, researchers can obtain more conclusive findings and

deeper insights into the preferences and factors influencing the choice

of a digital marketing platform among the target audience.

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Accountancy, Business Management

APPENDICES

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SURVEY QUESTIONNAIRE

Directions: For each statement in the survey, please indicate how much you
agree or disagree with the statement by putting a check (✓) mark on the
appropriate column. There are no right or wrong answers. Your answers will
be kept strictly confidential and you will not be identified.

Part I. What digital marketing platforms are consumers buying in terms of;

▢ Facebook
▢ TikTok
▢ Instagram

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Part II. What are the impact of digital marketing on consumers buying
behavior

1 = Strongly disagree 2 = Disagree 3 = Agree 4 = Strongly agree

Preferred Digital Marketing Platform 4 3 2 1

1. The advertisements I see on Facebook, TikTok, and
Instagram influence my buying choices.
2. I tend to purchase products or services
recommended by influencers or celebrities on social
media.
3. The convenience of purchasing products or services
through digital marketing on these platforms influences
my buying decisions.
4. The authenticity of digital marketing content on
Facebook, TikTok, and Instagram affects my trust in
brands.
5. I actively seek out digital marketing content on these
platforms when considering a purchase.
6. The use of user-generated content in digital
marketing campaigns on these platforms influences my
perception of brands.
7. I find it easy to discover new products or services
through digital marketing on social media platforms.
8. I trust the information presented in digital marketing
campaigns on these platforms.
9. Social media marketing plays a significant role in
shaping my brand preferences.
10. I tend to share or recommend products or services
promoted through digital marketing on these platforms.

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