TOPIC

PROPOSAL
GROUP #3
THE IMPACT OF TIKTOK
MARKETING ON GEN Z
BUYING BEHAVIOR
PROPOSED TITLES
The Role of TikTok in Shaping the Buying Decision
of Gen Z College Marketing Students in De La Salle
College of Saint Benilde Antipolo.

TikTok as a Marketing Tool: Effects on Purchase

Intentions of Gen Z Marketing Students in De La
Salle College of Saint Benilde Antipolo.

From Trends to Transaction: Analyzing The

Influence of TikTok Marketing on Gen Z Marketing
Students in De La Salle College of Saint Benilde
Antipolo.

The Effectiveness of TikTok Affiliate Marketing on

the Buying Behavior of Gen Z Marketing Students
in De La Salle College of Saint Benilde Antipolo.
REASON FOR CHOOSING THE TOPIC

TikTok, released in September 2016, is a popular social

media app that allows users to create, watch, and share
short videos shot on mobile devices As of 2025, TikTok has
gained over 1.8 Billion users globally, and approximately
37% of its global users fall within the 18 to 24 age range or
gen z (D'Souza, 2025). TikTok has also become a powerful
marketing tool that has influenced Gen Z's buying
behavior.

TikTok's impact should be studied since it is part of

digital marketing. Local and international brands use this
platform to connect and engage with their younger
audiences through different content, such as short videos
or challenges. This study will evaluate how a single video
can attract and change the perception of Gen Z buyers in
the Philippines.
STATEMENT OF
THE PROBLEM
1.How often does exposure to TikTok product
promotions lead to purchases among 1st and
2nd year Marketing Management students at De
La Salle-College of Saint Benilde Antipolo?
2.How does TikTok’s influence on purchase
decisions compare to other social media
platforms among 1st and 2nd year Marketing
Management students at De La Salle-College of
Saint Benilde Antipolo?
3.Which specific features of TikTok marketing
content—such as product tags, affiliate links,
influencer mentions, and interactive elements—
are most effective in influencing the transition of
1st to 2nd year Marketing Management students
at De La Salle-College of Saint Benilde Antipolo
from initial interest to actual purchase?
OBJECTIVES
The intent of this study is to examine the
factors that influence a student's
purchasing decision when exposed to
TikTok marketing contents.
This study aims to analyze if Marketing
students still fall for TikTok ‘Budol’ or
impulse purchase even though they have
an academic understanding of how such
strategies are used to sell products.
The purpose of this study is to assess the
level of skepticism or critical thinking
exhibited by marketing students when
engaging in TikTok Affiliate Marketing
contents that affects their buying behavior.
TARGET
RESPONDENTS
This study focuses on Gen Z Marketing
Students, aged 18 to 25, enrolled at De La
Salle College of Saint Benilde, Antipolo. This
age segment is known for being active on
social media platforms, specifically TikTok,
and for how they interact with online
content. As Marketing students, they have
prior knowledge of marketing ideas, which
allows them to evaluate how TikTok
content influences their purchasing
decisions.
 METHOD OF
COLLECTING DATA
For this research study, we will survey 1st and 2nd year marketing
management students (18 - 25 years old) at De La Salle College of Saint
Benilde, Antipolo, about their insights into using TikTok as a marketing
tool. This can also answer questions about what type of content they
prefer seeing online. We plan to survey 100 - 150 marketing students to
achieve clear and accurate data that can help us in this study.

What type of content do Gen Z usually watch on TikTok?

How quickly do they decide to buy something after seeing it on
TikTok?
Whether they are more influenced by peer content, influencers, or
official brand videos on TikTok
Which product categories they are most likely to purchase after seeing
them promoted on TikTok — even without discounts or promos:
- Skincare
- Makeup
- Clothes
- Accessories
TOPIC
PROPOSAL
GROUP #3
THE ROLE OF SOCIAL MEDIA
REVIEWS IN PURCHASE
DECISIONS
PROPOSED TITLES
The Role of Social Media Reviews in Shaping the
Purchase Decisions of 1st to 2nd Year Marketing
Students (Aged 18–25) at De La Salle-College of Saint
Benilde Antipolo

An Analysis of How Social Media Reviews Influence

the Online Buying Behavior of Marketing Students
(1st–2nd Year, Ages 18–25) at DLS-CSB Antipolo

The Impact of Peer and Influencer Reviews on the

Purchasing Intentions of 18–25-Year-Old Marketing
Students in Their 1st and 2nd Year at De La Salle-
College of Saint Benilde Antipolo
REASON FOR CHOOSING THE TOPIC
This topic addresses a relevant and growing challenge in
modern marketing specifically on how digital platforms
influence consumer choices. With the rise of social media,
traditional advertising is no longer the sole driver of
purchase decisions. Consumers increasingly rely on user-
generated content, such as reviews and recommendations
from everyday users and influencers on platforms like
Instagram, TikTok, and YouTube. These reviews are seen as
more authentic and trustworthy, offering real-life insights
into product performance.

This topic is important because it highlights a shift in

consumer trust and purchasing behavior, yet there is still a
gap in understanding exactly how these reviews affect
different stages of the decision-making process. By exploring
this area, our research contributes to filling that gap and
provides valuable knowledge for both academic and
practical marketing applications. As marketing students,
understanding this trend helps us prepare for the realities of
digital consumer engagement and develop more effective,
trust-based marketing strategies.
STATEMENT OF
THE PROBLEM
How often do 1st to 2nd year Marketing Management
students of De La Salle-College of Saint Benilde
Antipolo purchase products after seeing social media
reviews?

How do social media reviews affect the purchasing

decisions of 18–25-year-old Marketing Management
students at De La Salle-College of Saint Benilde
Antipolo during the consideration stage?

Which type of social media review (peer reviews,

influencer content, or brand posts) most influences the
online purchase decisions of 1st to 2nd year Marketing
Management students at DLS-CSB Antipolo?
OBJECTIVES
To measure how frequently 1st to 2nd year
Marketing Management students of De La
Salle-College of Saint Benilde Antipolo
purchase products after encountering social
media reviews.

To identify the influence of social media

reviews on the decision-making process of 18–
25-year-old Marketing Management students
during the consideration stage of an online
purchase.

To find out which kind of social media review

leads to the most purchase decisions among
1st to 2nd year Marketing students at DLS-CSB
Antipolo.
TARGET
RESPONDENTS
To determine which type of social media review—peer reviews, influencer endorsements, or
brand-generated content—has the strongest impact on the purchase decisions of 1st to 2nd
year Marketing students at DLS-CSB Antipolo.

This study is meant for Marketing Management students aged 18 to 25 in their 1st and 2nd year
because they are in a unique phase, becoming adults. At this stage, students usually decide
how to manage their cash, pick which brands they like, and decide on their own purchases. This
new phase, where youth rely on their own choices, makes them a good audience to learn about
the influence of factors like social media reviews on how they shop.

As part of their marketing program, they are discovering strategies for swaying people and
branding, which may affect their responses to online content. Students are able to understand
how knowledge and behavior meet due to being taught marketing theories in class and
experiencing social media in real life.

Researching this group can help us learn about trust, credibility, and influence when it comes to
social media reviews for early adult consumers who possess some marketing knowledge. This
information is important for anyone trying to engage with Gen Z and for educators who want to
link classroom lessons to real-life applications.
METHOD OF
COLLECTING DATA
In this study, participants will complete a survey to provide data.
Students in the Marketing Management program, aged 18 to 25 in
their first or second year at Saint Benilde Antipolo, will be the target
of the survey. With this technique, researchers are able to gather
data both in numbers and through comments on how people think,
feel and behave towards reviews on social media. The study will also
consider what draws them to different products and which brands
they usually select during their shopping.Our expected respondents
on the survey that will be conducted is around 100 - 150 students to
further identify the research efficiency and with clear data on the
side of the marketing students.

Shopping habits
What do they typically search for
Most bought Item when shopping
Skin care products
Makeup
Accessories
What product are they most attracted to
TOPIC
PROPOSAL
GROUP #3
 HOW SHIPPING FEES
INFLUENCE BUYING
DECISIONS IN E-COMMERCE
PROPOSED TITLES
Click, cart, cancel?: Understanding the Shipping Fee
Sensitivity of Freshmen and Sophomore Marketing
Management Students of De Lasalle College of Saint
Benilde, Antipolo.
The Pre-Checkout Dilemma: A Study on the Influence
of Shipping Fees on the Purchasing Behavior of 1st and
2nd Year Marketing Students at De La Salle-College of
Saint Benilde.
Analyzing the Relationship Between Shipping Costs
and Consumer Buying Behavior in E-Commerce: A
Study Among the Freshmen and Sophomore
Marketing Management Students at De La Salle-
College of Saint Benilde Antipolo
REASON FOR CHOOSING THE TOPIC
This topic was chosen by the researchers because it explores
the shipping fee sensitivity of students and how it influences
their consumer buying behavior in the context of online
shopping. This topic addresses a timely and relevant issue in
the E-Commerce industry, especially now that the buying
behavior of consumers changes because of the shipping costs.
As online shopping becomes more common for consumer,
they also develop a price sensitivity on the shipping cost of
their products.

This topic is rather important because it poses high

significance, especially in the field of business and marketing.
This topic has real-life applications. Researching this topic is
also important for businesses that are actively trying to
understand and respond to this kind of behavior.

By exploring this area, the researchers aim to contribute

meaningful data on what consumers actually deal with when
making online purchase decisions so that both students and
businesses can make customer-oriented decisions.
 STATEMENT OF
THE PROBLEM
1. How often do first and second year Marketing
Management students of De La Salle College
of Saint Benilde Antipolo cancel their online
orders due to shipping rates?
2. How do shipping fees affect the purchasing
decisions of the 1st and 2nd year marketing
management students at De La Salle-College
of Saint Benilde during the pre-check out
stage?
3. How much are the Freshmen and Sophomore
Marketing Management Students of De La
Salle-College of Saint Benilde Antipolo willing
to pay for shipping fees when making online
purchases?
OBJECTIVES
To determine how often students tend to
cancel their orders due to high shipping costs
on their online orders.

To examine the influence of shipping fees in

determining the purchasing decisions of the
students.

To determine the willingness of the students to

purchase online inclusive of the shipping fees.
TARGET
RESPONDENTS
This research study will focus on 16-35 year old Freshmen and Sophomore Marketing
Management students at De La Salle-College of Saint Benilde, Antipolo. These are the
target audience because they are active online shoppers who are starting to manage their
own finances, develop preferences, and starting to have personal spending habits.

Since they are Marketing Management students, they will already have an idea about how
marketing works and can understand the value of money as well as pricing and shipping
fees. This makes them an ideal target audience to gather information about how they view
shipping fees before making a purchase. They will be able to give us information through
surveys about how shipping costs can influence their decision whether to go through with
a purchase or not.

By choosing them as our target audience, we can learn how freshmen and sophomore
students react to shipping costs about whether they will decide to go through or cancel an
online purchase. Furthermore, the information we will be able to gather from this study will
be helpful for online sellers trying to target freshmen to sophomore students.
METHOD OF
COLLECTING DATA
We will be using a survey to ask the freshmen and
sophomore marketing management students at
De La Salle-College of Saint Benilde Antipolo about
how they view shipping fees when they shop
online. The survey will contain questions about
how shipping costs will affect their choices about
canceling orders, and what products they usually
purchase online.

We aim to reach around 100 to 150 respondents to

make sure that we gather enough data to be solid
and of value.
METHOD OF
COLLECTING DATA
Shopping Habits We Want to Know About
What types of products our target audience
usually purchase online
How often does shipping costs affect their decision
whether to go through with a purchase or not
Which products they are most likely to purchase
regardless of whether there are shipping costs or
not
Items such as:
Skincare
Makeup
Accessories
THANK
YOU