Impact of Social Networking in Buying Behavior of ABM Students of Universidad de Manila

Universidad De Manila
Cecilia Munoz St. Cor. Antonio Villegas St.

Mehan Garden Ermita Manila
Senior High School
IMPACT OF SOCIAL NETWORKING IN BUYING BEHAVIOR OF

ACCOUNTANCY BUSINESS AND MANAGEMENT STUDENTS OF
UNIVERSIDAD DE MANILA
A Research Paper
Presented to Universidad De Manila
In Partial Fulfilment of the Requirement for the Subject

Grade 12 ABM
By:
Rachel B. Aquino
Leila Therese V. Daleon
Romencito U. Tejada
Jennelle D. Samortin
Khrizsie Nivea U. Santiago
Rhailyn Jamisleid A. Sison
Deedrel Reign L. Zulueta
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Chapter 1
THE PROBLEM AND ITS BACKGROUND
Introduction
Social networking is the use of internet-based social media programs to make
connections with friends, family, classmates, customers and clients. Social networking can
occur for social purposes, business purposes or both through sites such as Facebook,
Twitter, Instagram and Pinterest. Social networking is also a significant target area for
marketers seeking to engage users. Marketers use social networking for increasing brand
recognition and loyalty because it makes the company more accessible to new customers
and more recognizable for existing customers. Social networking helps promote a brand‘s
voice and content.
Buying Behavior is the decision processes and acts of people involved in buying and
using products. Consumer Buying Behavior refers to the buying behaviour of the ultimate
consumer. A firm needs to analyse buying behaviour for buyer‘s reactions to a firms
marketing strategy has a great impact on the firm‘s success. The marketing concept stresses
that a firm should create a Marketing Mix (MM) that satisfies customers, therefore need to
analyse the what, where, when and how consumers buy. Marketers can better predict how
consumers will respond to marketing strategies.
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Background of the Study
As ABM students, the researchers have the choice of taking the business path, and so
as aspiring businessmen/women we would like to know all the different ways of making
other people know about our product. Social Media/Network is very popular nowadays,
everyone is always on their phone and as such the researchers would like to take that
opportunity as a way of promoting our product therefore giving us an easy way to market
our product.
Marketing is part of all business entity and it goes without say that, all business
organization uses different mediums to push their agenda, hence the need to understand the
marketing mediums and the consumers of their brand. Blackwell, Miniard and Engel
(2006) define consumer behaviour as the activities people undertake when obtaining,
consuming, and disposing of products and services. Consumer behaviour is a concept that
has generated interest among scholars and it is undisputed that it is a great part in
marketing decisions making and planning. Assael (2001) emphasizes on the importance of
understanding one‘s consumers by stating that consumer needs directly influences
profitability of organizations, the better organizations understand their consumer‘s
behaviour, the better able they are to develop effective marketing strategies to meet
consumer needs which translated to sales of products and services. As per Assael (2001),
many marketers have come to realize the same.
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Consumer behaviour is the study of the processes involved when individuals or
groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy
needs and desires as defined by Solomon, Bamossy (2006). Schiffman&Kanuk (2007) take
a similar approach in defining consumer behaviour as the behaviour that consumers display
in searching for, purchasing, using, evaluating, and disposing of products and services that
they expect will satisfy their needs. Marketing is based on thinking about the business in
terms of customer needs and their satisfaction consumer behaviour. Consumer behaviour
has been greatly researched by different scholars for the role it plays in marketing
decisions, there has been five main approaches that has been was discussed in this study
which are behavioural, psychodynamic, cognitive, humanistic and economical theoretic
approaches as discussed by (Foxall 1990). Both contemporary and traditional researchers
have explored these approaches. Marketing differs from selling as Levitt (1960) states that
selling concerns itself with the tricks and techniques of getting people to exchange their
cash for your product, it is not concerned with the values that the exchange is all about and
it does not as marketing invariable does view the entire business process as consisting of a
tightly integrated effort to discover, create, arouse and satisfy customer needs. Neilson
(2009) defines social media marketing as the process of gaining website traffic or attention
through social media sites. Social media marketing has become one of the latest mediums
of marketing that has grown tremendously and continues to grow. Social media marketing
growth is greatly accredited to research on consumer behaviour, more and more consumers
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use the platform in search of brands. Through consumer behaviour research, marketers and
scholars are starting to appreciate this relatively new medium of marketing.
Media industry has been great part of a country, the growth of media is determined
mainly by content in terms of the interest is generates from the public. Interest is
determined by novelty, proximity, prominence and timeliness of the content. Technology
has changed the media industry because of the time element, it has made sharing of
information as easy as a click of a button and for media brands to be, and competitive they
have been forced to embrace hence the heavy presence of social media use by consumers.
Technology has become a key marketing strategy that gives organization a competitive age
and contributes in a success of a brand. It is undeniable the role of technology in today
market place hence the subject of social media use by media house to gain a competitive
age and create customer loyalty. Social Media marketing is key medium for completeness
of media brands.
Conceptual/Theoretical Framework
As the studies of Keller, 2008 & Kotler & Keller, 2007. Around the world today,
there is clear competitiveness and keenness among businesses to enter places where there is
a concentration of people, whether physical or virtual. This is because marketers need to
employ diverse methods to preserve the brand loyalty of their customers since the various
brand components coupled by traditional marketing may not suffice to generate revenue for
the respective companies. Consequently, there is a need to search for novel means such as
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events, direct marketing, and Internet marketing and social media marketing. Among these
few avenues, social media marketing has become the most desired platform for marketing
products and services. Consequently, businesses are now ardently using social media to
connect with consumers. Besides its widespread usage, social network marketing also
provides a considerable advantage to businesses in terms of social commerce and possibly,
expenditure minimization.
According to the studies of Forbes, 2017. In today‘s borderless world, people
throughout the globe are using social networking in real time for various purposes of
communication, with majority spending almost a quarter of their daily time, surfing social
networks. Companies offering services and products are determined to get the attention of
social network consumers thus; these companies are redesigning their marketing strategies
and policies. Among these is the strategy of integrating social media into their marketing
scheme, one aspect of change that is hoping to project their products, services and brands
to the outside world.
The theoretical foundation of this study based on the Uses and Gratification Theory
(UGT), developed by Katz and Blumler (1974). This theory is primarily use on
conventional media as an endeavor to analyze consumers‘ behavior. The UGT has applied
on traditional platforms as well as on technological media as a means of understanding how
the emotional, cognitive and other emerging needs of the consumers, are gratified; it has
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also applied in specific cases to understand how the various media had successfully
attracted the viewership of consumers.
There are multitudes of theories on the buying behaviour of individuals and
businesses are constantly analysing them to figure out how to persuade the consumer to
buy their products and services. Often a customer will feel a need to purchase a product
and go through a series of steps before making the purchase. However, different consumers
will come to different buying decisions based on several factors like cultural influences,
environmental elements and even their own personality.
Generic Theory of Buying Behavior: For many purchases, the consumer will
follow a generic model of decision-making by going through a process to decide.
Typically, the buyer will recognize a need to make a purchase that initiates research on
products and pricing. As an example, the decision to buy a washing machine might come
after the old one breaks and needs a costly repair. The consumer will investigate the new
washing machines on the market, evaluate features, benefits, pricing, and ultimately decide
to purchase. How the consumer feels about the product after the purchase is also an issue.
If he is satisfied with its performance, he will be more likely to purchase that brand in the
future.
Cultural Theory of Buying Behavior: Cultural influences can affect the buying
behaviour of the individual. A person's culture is his set of values and beliefs learned in the
context of a community. These values and beliefs lead to certain buying behaviors. Your
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social class based on your occupation, income and education can influence buying
behaviour as can your membership in a group such as family and friends at work or at
school. Often, there is an opinion in the group who has influence over the buying behaviour
of others because of specialized knowledge of sheer force of personality.
Environmental Theory of Buying Behavior: The same buyer can exhibit different
buying behaviour based upon the situation. For example, you may love to eat peanuts as a
snack, but you would not consider buying them when you are trying to impress a new
friend. Normally, you might compare prices in the supermarket when purchasing juice or
water, but after a long day at the office, you might just grab the first bottle you see at a
convenience store at a higher price.
Internal Theory of Buying Behavior: Some people love to shop and will go the last
mile to examine every product out there and compare pricing before deciding. Others have
a personality that encourages them to select a product for purchase when they find one that
is good enough although it may not be the best in terms of price or features. The lifestyle of
the buyer also influences buying decisions. Consumers living in a family neighbourhood
where many people own SUVs may be predisposed to buy one, too.
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Research Paradigm
INPUT
PROCESS
The 1. Research Design
influence of
social 1.1. Descriptive
networks to Design
the buying 1.2. Correlational
behavior. Design
2. Research OUTPUT
Instrument
The
2.1 Survey significant
relationship
3. Data Analysis
between the
4. Interpretation impacts of social
networks and the
buying
behaviour of
students.
Figure 1. The Research Paradigm
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Statement of the Problem
These following questions state the main goals of the research study:
1.) What are the different social networking sites used by the respondents?
2.) What is the buying behavior of the respondents?
3.) What is the impact of social networks to the buying behavior of ABM students of
UDM?
Assumption
This study is conducted based on the following assumption:
1.) That the ABM (Accountancy, Business and Management) students are being
influenced by social networking sites in their buying behavior.
2.) That social networking sites are being used by entrepreneurs to advertise.
Hypothesis of the Study
The proposed impact of social networks in the buying behavior of ABM students is
due to the popularity of social networking sites such as Facebook, Twitter, etc. It is also due
to the buying behavior of the respondents
The respondents are all students in Universidad De Manila that are taking the ABM
strand. They were asked questions based on their responsibilities as a student, what they do
on their vacant time and their interests.
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Significance of the study
The result of this research will greatly benefit the following:
Students. This research will help them know how does social networking affects
their buying behaviour. The students nowadays spent most of their time using social media.
And because of that, entrepreneurs take advantage of them and use social media in
promoting and selling their products. This research aims to discuss how does social media
affects their preferences or behaviour in buying. If they read this research, they must know
the result and will lead them to understand what the research is all about.
Entrepreneurs. This research will be benefiting them for they will know how they
can make their business more profitable and successful. Since this research tackles the
effects of social networks in the buying preferences of students, if ever the result of this is
favourable to them, they can use social networking sites as their medium in promoting their
products and this will lead to a more successful and profitable business.
Other researchers. The result of this study can help them to understand what the
research is all about. The findings of this study can also serve as their conceptual
framework of their study or their review of related studies. They can also use this as their
related studies if ever they will use the same topic as this research.
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Scope and Delimitation
This study was conducted in Universidad de Manila – Senior High School and it was only
limited to the students of Accountancy, Business and Management (ABM) , school year
2018-2019, who were engaged or/and interested in business and entrepreneurship course.
The study examined the students who used different social networking sites, like
Facebook, Twitter, Instagram or Pinterest, that may have an impact in their buying
behaviour of the students for their products and services.
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Chapter 2
REVIEW OF RELATED LITERATURE
In view of this study, the researcher was able to come up with selected and pertinent
studies and literature in order to serve as guide to the researchers themselves. In relation to
this study, the researcher was able to gather local literature, foreign literature.
Review of Related Literature
Social Networking (Foreign)
According to Hill & Moran (2011), most of the social media literature in recent years
has dealt with its struggle for self-definition. More than anything, the new media revolution
provides a way for social marketing to solidify its importance as a discipline. As stated by
Dăniasă, et al (2010), with the increasing importance of social media and viral marketing
on the Web, now marketers can leverage the power of interpersonal networks to promote a
product or service. Viral marketing is effective as a means of drawing high response rates.
Furthermore, viral marketing communication aims to create an environment where
customers and consumers transmit messages without the involvement of the original
source. As indicated by Casteleyn, Mottart & Rutten (2008), using social media to conduct
market research has become a new phenomenon. A researcher can also use social media
sites such as Facebook for measuring focus groups. What developed from the evolution of
social media are social networks. Yan (2011) discussed that social networks have been
hailed as the next media for marketing, its proponents pointing to the presence of
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politicians and actors on Twitter and Facebook. As mentioned by Veer (2011), the early
days of online consumption has evolved into allowing consumers to use the Internet as a
functional tool. Now, there is increased ease in which consumers can access word-of mouth
recommendations and commentary compared to 10 years ago. This trend is also attributed
to how quickly consumers become digital producers and consumers and can warn others
not to purchase items. What is surprising is the trust fellow consumers assume in total
strangers compared with the need for trust with offline word of mouth recommendations.
According to Pagani & Mirabello (2011), social media is critical in transforming the
consumer engagement; social medial is redefining commercial marketing strategies using
video on the Web, mobile devices, and traditional television (TV). Personal engagement
shows a significant positive influence both on active and passive usage, meaning that if the
engagement with the content is high, the user prefers to share the experience with peers.
Furthermore, the same effect was found for social-interactive engagement, which positively
affects both active and passive usage and has great opportunities for social commerce.
Colliander & Dalhén (2011) mentioned that when examining consumer responses to
identical brand publicity in seven popular blogs and popular online magazines, blogs tend
to generate higher brand attitudes and purchase intentions. Furthermore, Para-social
interaction—publicity is more sensitive to user perceptions of the writers‘ credibility and
relationship with the brand. As stated by Moe & Schweidel (2013), in terms of social
media and consumer satisfaction, consumers are now active in posting comments or
product reviews on major social media websites (e.g., Amazon.com, Barnes and
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Noble.com, eBay, and others). This is a form of crowdsourcing. First, individuals are more
likely to submit online ratings when they are either very satisfied or not satisfied. Second,
positive environments increase posting incidence, whereas negative environments
discourage posting. Lastly, less-frequent posters are more positive and exhibit bandwagon
behaviour, whereas posters that is more active are more negative and exhibit differentiation
behaviour. In terms of consumer behaviour and online activity, Dellarocas, Gao and
Narayan (2010) concluded that consumers prefer to post reviews for products that are less
available and less successful in the market. Conversely, consumers are also more likely to
contribute reviews for products that many other people have already commented on online.
As mentioned by Chatterjee (2010), consumer behaviour has often influenced
recommendations and referral on products and services. The drivers of new product
recommendations and referral behaviour on social network sites are often critical to
consumer behaviour. Consumer-generated brand messages are significantly more likely to
be recommended but are not significantly more likely to generate referrals.
Sago (2010) discussed that social media channels such as Twitter, MySpace,
Facebook, texting, email, and blogs—have affected how information is shared among
groups of consumers significantly. Millennial are influenced significantly by both positive
and negative product messages obtained from a variety of social media sources with
minimal consideration to their relationship closeness to the comment initiator. Digital and
social media have empowered consumers as well as brands have an important role in
facilitating conversations among consumers and themselves (Powers et al., 2012).
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Consumer interactions with social media appear to be limited to brand association and
communication, and not to transactional encounters in the traditional sense of offline or
online shopping. This tends to limit the breadth of encounter opportunities from which
social media can create satisfying experiences. Lastly, social media is limited in its ability
to generate trust through transactional encounters and must rely on its communicative
nature through which to build this (Hawkins &Vel, 2013). Opinion leaders have now
increased their influence in the advent of social media. There is a significant role of online
―opinion leaders‖ in the marketplace. The findings from the research on opinion leaders
indicate that the participants generally were not inspired to refer the Web site to their social
networks based on intrinsic motivations. Furthermore, online referral rates were higher
when extrinsic rewards were conferred. Lastly, a key finding is that the effect of an
extrinsic reward was significantly stronger among opinion leaders (Shi &Wojnicki, 2014).
Social-networking sites (SNS) such as Facebook, Twitter, and others have grown in
popularity among users, which in turn has an impact on consumer behaviour. This study‘s
findings suggested that in terms of social network advertising (SNA), it tends to deliver
content that is consistent with the motivations originally expressed in media uses and
gratification theory. Furthermore, consumers were more likely to ascribe positive attitudes
toward advertising conveyed to them through an SNS medium (Taylor, Lewin, &Strutton,
2011). In terms of consumer behaviour in SNS, the influence of friends is highly prevalent.
Respondents tend to react and listen to their friends‘ comments, which in turn affect their
attitudes. In addition, this influence extends to products and services. These social
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connections have the capacity to influence others‘ opinions and attitudes towards
companies, products and brands (Diffley et al, 2011). Both men and women tend to think
information on brands shared by their fellow consumers is more truthful, useful, relevant
and easier to find than information about brands proffered up on official social media pages
(Stuth& Mancuso, 2010). Consumers are also concerned about social responsibility (CSR).
Many factors influence the assessment of CSR as a purchase criterion for consumers.
Consumers found the importance of CSR minor compared to other purchase criteria such
as price, quality, brand, country of origin, or service (Öberseder, Schlegelmilch, & Gruber,
2011).
There are differences that exist in both access methods and social networking tool
usage such as mobile devices and notebooks. The high-usage group tends to show more
positive perception of the social networking sites compared to low-usage groups. This
suggests the importance of clearly understanding the mobile device and notebook users in
the ways they access and use social networking sites and consumer behaviour (Heinrichs,
Lim, & Lim, 2011). Social media activities of consumers can be divided into three
categories: (a) information processing, (b) entertainment activities, and (c) social
explanations for something. This indicates by sharing experiences and knowledge,
consumers tend to create new forms of services, which have an important task in guiding
and directing decision making (Heinonen, 2011). This reinforces the notion of digital
natives‘ use of social media for personal sharing and event notifications (Williams et al,
2011). The relationship between advertisers and consumers is undergoing a fundamental
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change. Consumers are now pushing back, driving advertising budgets and media buys
through their social media behaviour (Wiederhold, 2011). Social media has become
integral part of consumers‘ daily routine. Furthermore, consumers believe companies
should include social media—a more personal communication channel than traditional
media—to advertise, stay up-to-date, and share relevant company information (Campbell,
Anitsal, &Anitsal, 2013). Brand relationship strength represents the accumulated
relationship between the brand and its customers, and it exerts a more stable influence on
behaviour intentions. Lastly, consumers who have a stronger relationship with the brand
are overall more satisfied and more likely to purchase and recommend (Xia, 2013).
Some of the prior research on RMP has been interesting and centered on comparing
student evaluations with the RMP website. Some of the prior research indicates that
students who post ratings on these web sites express similar concerns and values about
their professors than students in studies of traditional evaluations (Silva et al., 2008). Based
on the influence of RMP as a social media, students are interested in ―going public‖; a
posting on RMP communicates willingness to dialogue about expectations of teaching and
learning (Ritter, 2008). First, the prior research on RMP ratings demonstrated that students‘
ratings of instructor clarity and helpfulness were strongly correlated. Second, it was found
that the variability in easiness was inversely associated with clarity and helpfulness (Otto et
al., 2008). Among college students, RMP acts as a consumer-rating site for professors.
Most students at colleges and universities are aware of the RMP website. Many college
students visit RMP and tend to think it is a credible resource. Furthermore, many students
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use it to choose instructors (Davidson & Price, 2009). Based on a review of the literature
and prior research, the researchers found a considerable gap in the research that examined
the RMP as a social media influence on consumer behaviour of college students. Most of
the prior research focused on the assessment and evaluation of RMP or compared RMP
with internal university student evaluations. The gap in the prior research had not
investigated or measured how RMP influences students‘ consumer behaviour. The aim of
the researchers is to determine how much of an influence RMP is on students and their
choices in courses selection, professor selection and future choices. For example, a
considerable amount of the literature collected data from RMP as secondary data and
conducted statistical analysis on it. Lastly, we wanted to take a different approach. Our
approach was to collect primary data from the students and measure their opinions about
RMP and its influence on their choices. A central premise in the prior studies on RMP
tends to singularly focus on examining the assessment and evaluation of the website. The
prior research has also focused comparing RMP data with university student evaluations to
measure validity. One of most apparent observations in the literature is there is a lack of a
strong body of knowledge and research on RMP. What is largely missing from the
literature on RMP is examining RMP as a social media influence on consumer behaviour.
The basis for this study is to further investigate and examine RMP as social media
influence and build on the prior research on the social media website. The main purpose of
this study was to develop the Rate My Professors Measurement Scale (RMS) and to
measure the social media influence on consumer behaviour (Miles, 2013). The RMS
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instrument is a comprehensive but relatively brief questionnaire that assesses the influence
of Rate My Professors.com on the consumer behaviour of college students. The present
study intends to confirm the following: (1) the factorial validity of the RMS; (2) the
reliability, structural equation modelling and stability of the RMS instrument; (3) the
construct validity by analysing the intercorrelations of the RMS instrument; (4) the
convergent and divergent associations between the RMS instrument; and (5) the
associations in the demographics in the data such with variables such as sex, age and social
desirability. The specified assumptions are formulated in the end of the method section.
Review of Related Literature
Buying Behavior (Foreign)
Ul Haq& Chand (2012) investigated the usage and popularity of famous social media
network (Facebook) among university students with special focus on the gender based
comparison and the impact of the selected social medium on their academic performance.
The two researchers evaluate the pattern and frequency of Facebook use among university
students while focusing gender that majority of the users (61%) agree that this social
medium has adverse effects on their academic performance. Further analysis reveals that
among these 61%, majority of the respondents were male. In addition to adverse effects of
Facebook on academic performance, there was also an opinion that use of Facebook makes
it hard for them to perform the best on their career performance. However the researcher
feels that the later opinion is not very clear and established and needs further investigation.
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These research analysis shows that using social media especially in terms of using
Facebook is equally popular among male and female student of the university under study.
The researchers evaluate that majority of the users agree that these social medium has
adverse effects on their academic performance. This study is related in our study in the way
of investigating about the effects of social media on their academic achievements among
students. They are both undertaking through analyzing a random sample of respondents.
Hamat, Embi, & Hassan (2012) studied the use of social networking platforms
among undergraduate and postgraduate students of Malaysian institutes of higher
education. This qualitative research collected data on 6358 student respondents through a
self-administered questionnaire and analyzed this data to make observations on the use of
social networking sites among them. The study also collects opinion of students about the
impacts of social medium on their academic performance.
One of the very significant findings of the study is about the use of social
networking sites for the purpose of learning. Majority of the respondents agree that they
use SNSs as informal learning tool and that it helps them connect to their friends and peers
to get help regarding their studies. However, in case of interaction with teachers, an equal
split of opposite opinions exist.
This study also supports the most common finding of majority of well-structured
studies that use of social networking sites has no significantly negative impact on the
students‘ academic performance. They further state that the possibility of some other
factors like social media addiction, more time on internet, chatting, cognitive absorption
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etc. linked with the use of internet or specifically social networking sites may cause poor
academic performance.
The above literature review shows that other students are using social media for
their learning; they use it as a learning tool. It has a significant on our study because the use
of social media can affect the academic performance in a positive and negative way. Social
media addiction is the top negative effect that may cause poor academic performance.
Negussie&Ketema (2014) further investigated if there is any impact of using
Facebook while accessing through different devices. Among a variety of devices, it was
found that the correlation between using Facebook on mobile devices and students grades
is highly negative as compared to using Facebook on other devices. This adverse effect is
explained by the fact that using cell phones for social networking activities may involve
multitasking and all students are not equally efficient in multitasking skills. The study
suggests that students must be encouraged to use social networking sites for educational
purposes instead of blocking these platforms in the educational premises.
This study has a correlation in our study because they both prove that using social
media has a big impact in the academic achievement among students.
Rouis, Limayem, &Salehi-Sangari (2011) investigate the effects of using Facebook
on academic performance of undergraduate students at Lulea University of Technology
Sweden in relation to their personality traits. The proposed research model tests how
Facebook usage affects the performance of students with different personality traits. In
addition the research tries to justify the relationship among the three i.e. Facebook usage,
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personality traits and academic performance. Their analysis of 239 students‘ data reveals
very significant results. This research establishes that using Facebook has strong negative
impact on academic performance of students with extrovert personalities. However, factor
of self-regulation among students greatly reduces this negative impact as they have high
level of effective self-control while using social media platforms. Cognitive absorption,
which defines of deep involvement, is another personality factor taken into consideration
while undertaking this research.
Rouis, Limayem&Salehi-Sangari (2011) successfully make the observation that
extent of cognitive absorption determines the frequency and duration of social media
usage. However, they add that level of cognitive absorption is turn defined by self-control
and other personality factors. While multitasking skills do nothing to reduce frequency and
use of social media among students, they moderate the effects of social media o reveals that
among these students‘ performance by tuning the cognitive absorption.
The above literature review reveals that research on the role of social media and
social networking sites in academic performance of students is still debatable. Most of the
researchers have created more questions that finding answer.
Review of Related Study (Foreign)
Social Networking
Gbadeyan, R.A (2010) conducted a study which examined that there are
opportunities for businesses in the market; businesses can grow with the help of social
media marketing. Uses of SNS explored that organization can do direct marketing for
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online social network there are people who spend more time on SNS. Study also finds the
reasons for people were using social networking sites due to safety concerned reason,
technically inexperience due to lack of confidence in using internet, intellectual rejecters
who feel waste of time.
Winer, R.S (2008) described the different kinds of new media which was used by
companies to engage customers that is social networking sites like Facebook, MySpace,
Second Life, and You Tube etc. have generated perhaps the most publicity and also
describe challenges that these media were present from the perspectives of the marketing
manager where Marketers have been cautious in using this new medium because of the risk
that members of a community will become offended from an over-commercialization of the
site. Study also shows that the growth of these sites has led to the notion. Importance of
Web 2.0 era where user generated content and discussions can create powerful
communities that facilitate the interactions of people with common interests.
Roland Rust, Christine Moorman & Gaurav Bhalla, (2010) explored that companies
uses powerful technologies such as social media for understanding and interacting with
customers as a medium. The change in shift from the firms focused that was from
profitability of products to profitability for customer this can be measured by metrics of
customer lifetime value and customer equity.
Kenneth J. Lacho et al., (2010), study focused on the benefits of small businesses on
social networking sites. Study suggested strategies for small business owners to be online
with a reason to their customers, also discussed the importance of Facebook and LinkedIn
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in businesses to target marketing efforts to specific group and allowed business to promote
available positions and openings in market.
Patrick R. Geho et al., (2010) study analysed internet examine the uses of Twitter as
marketing efforts to hit the thousands of crowds. Study explains the importance of this
marketing tool for small businesses with benefits. Also covered the difficulty faced by
small businesses for justifying as a time investment. Study suggested that effective uses of
networking sites with managing their time in business gives that offer the most returns
from networks.
Review of Related Study (Foreign)
Buying Behavior
Donna L. Hoffman, Thomas Novak (2000) study revealed on customer acquisition on
web which was the biggest challenge faced by today online companies which required a
new approach for managing their marketing mix in businesses. E-retailers were found that
it requires massive marketing expenditures to set businesses and stand out in crowd from
others. It was concluded that Radio, TV, Print, strategic partnerships, online ads were most
expensive media used by marketers in which budget allocated was 96% and contributed
customers were 45% wherein cosmic music network, PR, word of mouth, free links which
was involved budget 4% and contributed customers 55%.
Mary Wolfinbarger& Mary Gilly (2001) based on Exploratory research of online
shopping using online and offline focused groups, study identified and discussed attributes
which helps for objective oriented online shopping with the help of retail sales or shopping
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partners. Study reveals that buyers‘ shop when they want products that time they were
comfortable for looking for online site. Companies anxiously build experiential features
and encourage customers to spend longer times at their site. Study revealed the fact about
two types of customers that firstly, more transaction-oriented customers can build online
businesses and spends more time on site. Secondly, objective oriented customers
understand what they want and create loyalty during online shopping even if the customers
are not interested in being distracted.
Sam K. Hul et al (2009) study examined about consumer behaviour of shopping path
and purchases of in grocery stores by using field data. The grocery path was divided into
three series of buying and three types of situational factors, which influences the decisions.
The results show those consumers spend more time in the grocery store becomes more
purposeful in their shopping whereas those who less likely spend time on exploration are
more likely to shop and buy things.
Yoo-KyoungSeock, Lauren Bailey (2008) study investigated about college students
shopping orientations. Also examined the relationship between their shopping orientations
and with purchasing intention of online apparel, searching for information. Study also
covered the differences in gender and their shopping orientations. To understand the
association between online information searching and their shopping experiences, it has
covered seven shopping orientations.
VaggelisSaprikis et al (2010), ‗Study covered the proportionately rapid growth in
number of online shoppers due to transformation of Information Technology. Online
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purchases have been revealed type of products and services purchased and consumer‘s
characteristics. Study examine the perceptions of student‘s acceptance of online shopping
and not accepting the online shopping in terms of demographic profiles like gender, rank at
university, daily usage of internet, frequency of online purchases etc., Studied consumers‘
expectations and perceptions regarding general online stores expectations, perceptions on
privacy policy of company and online shopping risk. Also studied advantages of online
purchases like anytime shopping, saves time and problems related to after sale services,
online trust etc. study focused on reasons for adoption of online services like lower prices,
wide variety, payment options, high quality were main reasons whereas for not adopting
reasons like security and privacy, shipping delays, unaffordable transportations fees etc.
study conclude that adopters had higher expectations than non-adopters.
Brian Cugelman, MA (2010) study assessed the usefulness of online interventions,
which are suitable for applications of social marketing. The study presents through model,
which integrate behavioural change, and psychological principles, which were used to
design interventions of online behavioural change. The study used meta-analytical
techniques to assess the impact of these interventions, which are targeting to voluntary
behaviours.
Kyle Hensel et al., (2010) studied that benefits and disadvantages of uses of social
media. The traditional marketing models were being challenged and were continually
evolving in ways of communicating, generating leads, and increase awareness has been
implemented. Study suggested that client must use strategies of social media to check the
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importance of online businesses in market this will help the marketers to check and to take
precautions about degrading the brand value in market through negative publicity.
RuchiSachdev (2010) explored the impact of SNS on youth in India by providing
employment opportunities, marketing, personal growth, sharing of information etc. but
most prevalently danger it often involved online predators and individuals. By focusing on
positive as well as negative impact of SNS on Indian youth and ethical responsibilities of
the users on sites, five key issues was studied for new networking media such as identity,
privacy, ownership and authorship, credibility and participation which decided social and
ethical responsibilities of the youth which was used for social networking sites.
Robert Owen, Patricia Humphery (2008) focused on structure of online marketing
communication channels, which was moved towards individual recipients and consumers
for interactions from marketing organization to masses of consumers. Social networking
allowed quick and easy spreading of information to internet users and distortion was part of
changes in the product in online communication channels. It was suggested infrastructure,
which can be useful for studying online communication channels.
Donald L. Amoroso, D. Scott Hunsinger (2009) focused on expanded model of
(TAM) Technology Acceptance Model that explain by understanding the acceptance level
of consumer for online purchases. Study was conducted in United States and Australia.
This extended model provides original TAM Model and constructs social influence and
voluntariness, which examined the impact of external variables including trust, privacy,
risk and e-loyalty.
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SrikanthVillivalam, Uma Sailajapotturi (2007) the study overviewed on ecommerce
and internet marketing by understanding Indian and global online trends. The objective of
study was to find out major reasons for customer becoming online purchasers and their
impact of selected factors also to understand gender of the online shoppers in India. Study
concluded that there are various reasons encouraged the consumers to shift their purchasing
from traditional method to new online purchasing such as speed, Information, services,
variety etc.
Kelly O. Cowart et al (2007) study overviewed the influence of style of decision
making of consumer. The study covered style of decision making of 357 college students.
Study showed that five different factors were positively correlated with online apparel
shopping wherein one factor was negatively correlated with online spending done by
students. This paper first investigates the motivational factors for online apparel
consumption shoppers by using the Customer Satisfaction Index (CSI). Study reveals that
impulsive buyers spend more money and time for online apparel shopping.
Brendan Hannah et al (2010), study reveals that new channel for targeting the
potential buyers most efficient and up to date marketing by providing personalized and
dynamic advertising. The study provides easily accessible advertising channels for online
purchasing. Study reveals that Marketing of customized online content for specific
demographics like gender importance must be given the distinct spending patterns as per
internet needs and their online interests. The determinants of online purchase include five
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different forms of online entertainment and social networking. Study produced guide for
current online shoppers who uses online retailers.
SeppoPahnila and JuhaniWarsta (2010), ‗study suggested that attracting a new
customer in organization is more expensive than, trying to keep relationship with existing
customers. It covered that, online consumers were not much aware about online shopping
information. Most of the time, their behaviour is changed due to the thinking of other
customers opinions and experiences towards online shopping. Study recommended that,
serving effective customers would help for online service providers also should display the
actual prices of products, clear information about quality of products on sites by retailors
during the shopping process this will help customers to encourage to make decision of their
buying process.
M. Khalifa, K.N.S hen (2009), study addressed the gap by using functional approach
and using temporal view in developing and testing a model which explains the uses of
different types of electronic CRM of customer satisfaction in case of online shopping. In
this study transaction, cycle for customer relationships is used to classify e-CRM functions
form pre to post cycle. In addition, attraction and retention were two different temporal
phases were identified.
Adee Athiyaman (2008) investigated on consumer‘s different preferences and
choices for online purchases. It covered the importance for owners of online industry,
essential to know the consumer behaviour and type of goods and services purchased on
internet. Study covered the importance of product specific variables for online transactions.
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―FCB grid‖ matrix was used in the study, which contends purchase behaviour of
customers, which differs from high to low product involvement for mainly rational or
feeling judgment. Study focused on ―think‖ and ―feel‖ dimensions, which was related to
purchasing motives.
Definition of Terms
Bandwagon Behavior. A psychological phenomenon in which people do something,
primarily because other people are doing it, regardless of their own beliefs, which they may
ignore or override
Commercialization. The process of introducing a new product or production method
into commerce making it available on the market
Consumer. People who buys goods and services for personal use
Consumer Buying Behavior. The sum total of a consumer‘s attitudes, preferences,
intentions, and decisions regarding the consumer‘s behaviour in the marketplace when
purchasing a product or services
Consumer Satisfaction. Measurement of how products and services supplied by
accompany meet or surpass the consumers and costumer‘s expectations
Customer Value. Satisfaction derived from what a customer may experience or
expect to experience
Demographics. The structure of populations
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E-loyalty. The customer‘s favourable attitude towards the e-retailer that results in
repeated buying behaviour
Internet. A global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using standardized
communication protocols
Interpersonal Networking. Establishing rapport with people in advance of the need.
It is an important activity that you should be working on all the time, to build bridges in
preparation for the time when you will need to place a load or a demand on the
relationship.
Marketing. The business process of creating relationships with and satisfying
customers
Marketing Expenditure. It is simply a payment made for a marketing-related
investment or expense. Market research, product development, promotions, sales and
service are all areas in which companies make marketing investments.
Marketing Strategy. A plan of action designed to promote and sell a product or
service
Marketplace. An open space where a market is or was formerly held in a town. It is
the arena of competitive or commercial dealings; the world of trade
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Meta-analytical Techniques. A subset of systematic reviews; a method for
systematically combining pertinent qualitative and quantitative study data from several
selected studies to develop a single conclusion that has greater statistical power
Para-social Interaction. A term coined by Horton and Whol in 1956 to refer to a
kind of psychological relationship experienced by an audience in their mediated encounters
with performers I the mass media, particularly on television
Social Commerce. A subset of electronic commerce that involves social media,
online media that supports social interaction, and user contributions to assist online buying
and selling of products and services
Social Media. Websites and applications that enables users to create and share
content or to participate in social networking
Social Networking. an online platform which people use to build social networks or
social relations with other people who share similar personal or career interests, activities,
backgrounds, or real-life connections
Technology. The collection of techniques, skills, methods, and processes used in the
production of goods and services or in the accomplishment of objectives, such as scientific
investigation
Traditional Media. Refers to mediums that are part of our culture for over half a
century. These forms include television, radio, print advertisements, and billboards
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Transaction Orientation. A description used for marketing that is sales-oriented and
based on the need for efficiency. While such a straightforward focus has its problems, it
can also have distinct advantages for certain types of companies
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CHAPTER 3
RESEARCH METHODOLOGY
In this chapter, the researcher presents the research design of the study, the research
method, the description of respondents, and the research instrument used in data gathering
procedure. The data gathering procedures is also discussed as well as the statistical
formulas that are utilized in the process of conducting the study.
Method Used in the Study
The researcher used the descriptive method of research. A quantitative study falls
on the descriptive method wherein a questionnaire was use in gathering facts. The
questionnaire used was adapted from a previous research. In descriptive method, the
researcher employed the Survey Method, which is an organized attempt to analyse,
interpret the impact of social networking in buying behaviour. Through the generosity of
the researchers‘ all questions ere explained to the respondents clearly with a short
introduction about the significance of the study before they proceed in answering the
questionnaire.
Research Design
The major aims of this Research were to gain knowledge about the Impacts of
Social Networks in Buying Behavior of Students of Accountancy, Business and
Management (ABM) with the help of descriptive research design or the hypothesis
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particularly. We used Survey Research Design to help us conduct this study as a subject
matter at hand in detail and would lead towards the enhancement of the knowledge and
understanding of the subject as well.
Since there was only one chance to collect the data, the researchers had to identify
precisely of what data was needed, and to design the questionnaire to meet the research
objectives or the questionnaire were designed and built closely based on the theories, which
has discussed thoroughly in previous chapters of the research. To ensure respondent
decoded the questions in the way the researcher intended, the clarity of the questionnaire
structure was a dominant factor.
The questions subjected to individuals‘ beliefs and attitudes, which were expressed
in the form of likert type scale questions. Considering the matter of subjectivity, to be made
in a relatively objective manner; likewise, a few questions allow individuals to develop own
responses, and may reveal attitudes or facts. Before sending the questionnaire to the target
respondents, the researcher had consulted with and approved by our research teacher when
the questionnaire was outlined, to get suggestions and comments regards to our research
question.
Respondents of the Study
The respondents of the study are the selected students of ABM students of Senior
High School in Universidad De Manila.
The intended number of respondents is 40.
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Instrument Used
The researcher used questionnaire to determine and assess the impact of social
networking in buying behavior of Accountancy, Business and Management students in
Universidad De Manila.
The questionnaire contains the personal information about the respondents. It

includes name that was optional, age, gender and educational attainment.
Sampling Technique
For this study, cluster-sampling technique was used to acquire participants for the
data gathering process. The researchers used this kind of sampling technique because they
will conduct a survey on 40 ABM students in Universidad De Manila. Those 40
respondents will represent the whole ABM students.
Cluster Sampling Technique in which the researcher divides the population into
separate groups called clusters. In this technique, a simple random sample of clusters was
selected from the population. To acquire their participants, the researchers picked from a
large population of ABM students in Universidad De Manila to be the respondents of the
survey questionnaires they‘ve provided for the gathering of data. With this, they used an
unbiased method in selecting their participants to be their basis in determining the impacts
of social networks in buying behavior of the entrepreneurship students in Universidad De
Manila.
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Research Locale
Figure 2.Vicinity Map of the Study
The research study was conducted in Universidad de Manila at A.J. Villegas St., cor.
C.M. Palma St., One Mehan Gardens, Manila. The respondents were given a survey
questionnaire to answer in Accountancy, Business and Management. The researchers chose
the place of implementation because it gave the researchers the needed information for the
impacts of social networks in buying behavior of entrepreneur students. The study is
conducted in the second semester of the academic year 2018-2019.
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Research Instrument
The researchers were able to adapt a survey. The use of our survey was to know if
the social network has an impact to the Accountancy, Business and Management students
in Universidad de Manila every time they are purchasing products through it, and if the
social network made their buying behaviour more productive. The names of the
respondents were anonymous so that their answers will consider as confidential. The
researchers adapt a questionnaire to relatively easy to understand and it was less time
consuming than interviews and observations. In this form, the respondents have valid
responses with our survey regarding the impact of social networks in buying behavior of
students of Accountancy, Business and Management in Universidad de Manila.
The answers to the questions benefited this research study, entitled ―The Impact of
Social Network in Buying Behavior of the Students of Accountancy, Business and
Management.‖ The names of the respondents were anonymous, and the answers were
considered as confidential. The research questionnaires were provided below:
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A. Strongly Agree Uncertain Disagree Strongly
Agree (5) (4) (3) (2) Disagree (1)
1.) I always use Facebook more than other
social networking sites when I need a guide
when purchasing.
2.) Twitter is my go to social networking site
whenever I want some ideas on what to buy.
3.) Whenever I want to buy a product, I go to

Instagram for ideas.
4.) I get ideas, guides and advices in Pinterest

on what to buy.
5.) I don‘t use social networks/ medias when

deciding on what to buy.
B. Strongly Agree Uncertain Disagree Strongly

Agree (5) (4) (3) (2) Disagree (1)
1.) I often buy things spontaneously.
2.) I often buy things without thinking.
3.) Sometimes, I am a bit reckless about what
I buy.
4.) I ended up spending more money than I
originally set out to spend.
5.) I often used social network/media as a
guide in purchasing specific products.
C. Strongly Agree Uncertain Disagree Strongly

Agree (5) (4) (3) (2) Disagree (1)
1.) I have used social network in purchasing
products.
2.) Social network influences my decision-
making in terms in purchasing products.
3.) I have ignored my responsibility like
homework or chores because of networking
sites.
4.) Business owners used social media as
their marketing strategy.
5.) The impact of social network in my
buying behaviour has been productive.
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Statistical Treatment
The researcher used the following statistical measures in analysing the data gathered:
computation of the frequency and percentage, tabulation for grouping and tallying of
various responses.
The researcher also made use of Arithmetic mean. More so, the formulas employed
were applicable to all questions made in the study. The formulas used were:
Rating Scale
Weighing Scale Verbal Description

4.50-5.00 Strongly Agree
3.50-4.49 Agree
2.50-3.49 Uncertain
1.50-2.49 Disagree
1.00-1.49 Strongly Disagree
This scale was used for determining the scale of the computed mean and overall mean
of the respondents and for finding the interpretation of each respondents whether they
agreed or not. In each computed mean of the respondents, especially the overall mean, there
was an equivalent or description to each computed mean, from which it identifies if they
agreed or not.
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CHAPTER 4
PRESENTATION ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the tabulated data, analysis and the interpretation of all
gathered information for the purposes of answering the problem stated in Chapter 1.
Table 1
Different social networking sites commonly used by the respondents
Questionnaire A
SA A U D SD WM VI RANKING
Q1 16 16 5 3 0 4.12 Agree 1
Q2 10 16 8 3 3 3.67 Agree 2
Q3 8 4 16 10 2 3.15 Uncertain 4
Q4 8 7 16 8 1 3.32 Uncertain 3
Q5 4 9 10 11 6 2.85 Uncertain 5
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Different social networking sites commonly

used by the respondents
4.12
3.67 3.32
3.15 2.85
Q1 Q2 Q3 Q4 Q5
Table 1 shows the different social media/networking sites used commonly by
respondents. Facebook got the highest weighted mean of 4.12 which has a verbal
interpretation of Agree. The second social networking site that is commonly used by the
respondents is Twitter, which has a weighted mean of 3.67 and has a verbal interpretation
of Agree as well. Pinterest got the third highest weighted mean of 3.32 and has a verbal
interpretation of Uncertain.7
Ul Haq& Chand (2012) investigated the usage and popularity of famous social
media network (Facebook) among university students. These research analysis shows that
using social media especially in terms of using Facebook is equally popular among male
and female student of the university under study. These supports the results of the survey as
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shown on the graph above; that Facebook is more popular and frequently used by students
among other social media sites.
Patrick R. Geho et al., (2010) study analysed internet examine the uses of Twitter as
marketing efforts to hit the thousands of crowds, proves the results for our second result,
which is Twitter.
Table 2
The different buying behaviours of the respondents
Questionnaire B
Q1 6 13 10 7 4 3.25 Uncertain 1
Q2 2 5 12 13 8 2.5 Uncertain 4
Q3 4 10 12 7 7 2.92 Uncertain 3
Q4 4 10 13 5 8 2.92 Uncertain 3
Q5 5 10 16 4 5 3.15 Uncertain 2
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The different buying behaviours of the

respondents
3.25 3.15
2.92 2.92
2.5
Q1 Q2 Q3 Q4 Q5
For table 2, it shows the different buying behaviours of the respondents chosen by
the researchers. The first question has the biggest weighted mean of 3.25 and a verbal
interpretation of Uncertain. It states the respondents are uncertain if they often buy things
spontaneously. The fifth question got the second biggest weighted mean of 3.15 with a
verbal interpretation of Uncertain as well which states that the respondents are uncertain if
they often use social network/media as guide in purchasing specific products. Meanwhile,
questions three and four got the same weighted mean of 2.93 which is verbally interpreted
as Uncertain as well. The third question states that the respondents are uncertain if there are
times they are a bit reckless about what they buy while the fourth question states that the
respondents are uncertain if they ended up spending more money that what they originally
set out to spend.
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Katz and Blumler (1974) states that this theory is primarily use on conventional
media as an endeavor to analyze consumers‘ behavior. The UGT has applied on traditional
platforms as well as on technological media as a means of understanding how the
emotional, cognitive and other emerging needs of the consumers, are gratified; it has also
applied in specific cases to understand how the various media had successfully attracted the
viewership of consumers.
Table 3
Impact of social networks to the buying behaviour of the respondents
Questionnaire C
Q1 7 13 12 8 0 3.47 Uncertain 2
Q2 5 19 8 6 2 3.47 Uncertain 2
Q3 3 8 8 13 8 2.62 Uncertain 4
Q4 16 15 6 2 1 4.07 Agree 1
Q5 5 8 16 8 3 3.1 Uncertain 3
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Impact of Social Networks to the buying

behaviour of the respondents
4.07
3.47 3.47 3.1
2.62
Q1 Q2 Q3 Q4 Q5
Table 3 shows the Impact of Social Network to the buying behaviour of the
Students. It shows that the question number four has the biggest weighted mean of 4.08
with the verbal interpretation of Agree. It states that they do agree that business owners use
social media as their marketing strategy. Meanwhile, questions number one and have the
same weighted mean of 3.48 verbally interpreted as Uncertain. The first question states that
the respondents are uncertain if they have used social network in purchasing products while
the second question states that the respondents are uncertain if social network has ever
influenced their decision-making in terms of purchasing products. The fifth question got the
third biggest weighted mean of 3.1 which has the verbal interpretation of Uncertain as well.
It states that the respondents are uncertain if the impact of social network in their buying
behaviour has been productive.
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The graph shows that the respondents agree with the idea of business owners using
social media to promote their product.
As stated by Dăniasă, et al (2010), with the increasing importance of social media
and viral marketing on the Web, now marketers can leverage the power of interpersonal
networks to promote a product or service. Viral marketing is effective as a means of
drawing high response rates. Furthermore, viral marketing communication aims to create an
environment where customers and consumers transmit messages without the involvement
of the original source.
Gbadeyan, R.A (2010) conducted a study which examined that there are
opportunities for businesses in the market; businesses can grow with the help of social
media marketing.
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CHAPTER 5
SUMMARY, CONCLUSION, RECOMMENDATION
This chapter presents the summary findings of the study, the conclusions based on
the findings, and the most appropriate recommendations based on the gathered findings and
interpreted data. In order to understand better the study, the results of the gathered data
were paralleled to the questions presented in the statement of the problem in Chapter 1 and
the demographic profile of the respondents.
Summary of Findings
The salient finding of the study was as follows:
 Based on Table 1, 3.42 were the overall mean of the ABM students in Universidad de
Manila that is uncertain in using Social Networking sites when needing guides in
purchasing a product.
This finding is supported by the investigation of Ul Haq& Chand (2012), whereas they
analysed the popularity of social networking sites like Facebook. And another by Patrick R.
Geho, (2010), that analysed the uses of Twitter.
Manila that had Uncertain as its verbal interpretation on whether they buy things
spontaneously when using social media.

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Katz and Blumler (1974) states that this theory is primarily use on conventional media as
an endeavor to analyze consumers‘ behavior. The UGT has applied on traditional platforms
as well as on technological media as a means of understanding how the emotional,
cognitive and other emerging needs of the consumers, are gratified; it has also applied in
specific cases to understand how the various media had successfully attracted the
viewership of consumers.
Manila that had agreed that social networks have an impact in their buying behaviour.
As stated by Dăniasă, et al (2010), with the increasing importance of social media and viral
marketing on the Web, now marketers can leverage the power of interpersonal networks to
promote a product or service. Viral marketing is effective as a means of drawing high
response rates. Furthermore, viral marketing communication aims to create an environment
where customers and consumers transmit messages without the involvement of the original
source.
Gbadeyan, R.A (2010) conducted a study which examined that there are opportunities for
businesses in the market; businesses can grow with the help of social media marketing.
 The overall result stated that, there was a significant relationship between social network
and the buying behaviour of the students. Therefore, Social Network has an Impact in the
Buying Behaviour of the ABM Students in Universidad de Manila.
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Conclusion
The following conclusions were discussed based on the findings of the study.
 ABM students used social network in purchasing products since there were interactions in
this platform related to consumption. In addition, the impact of social network in buying
behaviour makes them buy things spontaneously. Social media had been growing in
popularity and usage because also the business owners used social media as their marketing
strategy, it also allows them to share and spread information as well as to make content that
can help others to participate.
 The chapter had revealed the current situation concerning on the impact of social network
affecting the buying behaviour of the ABM students. Many students have noticed and
disagreed that in terms of decision making that with social media, they were not able to
voice out their opinion more effectively of information that the social media offers them. In
contrary, contents were not in control and monitored, thus the chance of getting false and
non-factual information, where the consumers are concerned.
 Social media had many interesting opportunities, but it was important to understand how
to utilize it. Students have negative perception towards their decision-making but there was
significant relationship between social network and buying behaviour of the students.
Although the above fact presented the positive sign towards relying on social media in
buying certain products, there‘s still a gap of mistrust among consumers toward the use of
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social media sites in terms of security associated with such sites, these factors affect the
consumer‘s attitude towards online buying.
Recommendation
For the Accountancy Business and Management students (ABM), they should:
Enrich more knowledge about business. ABM students should be aware to the
different entities in the business world and use their strand as a guide if they see their selves
as a businessperson someday so that it will provide a good creation of business.
Study the relevant information about their business course and have activities that
may help their skills to improve. And social network can help the college of business and
entrepreneurship students to make things easily especially if they purchased products.
For the Entrepreneurs, they should:
The social media can help the business persons to make their business more
effective and easy to reach by the consumers especially in these generation people these
days like to shop online rather than to go on malls because they can easily get what they
want online just by looking it in the internet not like on malls not all things that they need
to buy is inside of it so we recommend that if they are going to have a business try to have
an online business.
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For the Future Researchers, they should:
Continue to have a research about the impact of social networks in buying
behaviour of entrepreneur students of college of business and entrepreneurship in
Universidad de Manila. The researchers recommend their research to be their guide if they
will have research about the business someday and try to find another study that may affect
and has an impact in the business world.
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Appendix
A
(Survey Research
Questionnaire)
58
Senior High School
A. Strongly Agree Uncertain Disagree Strongly
Agree (4) (3) (2) Disagree
(5) (1)
1.) I always use Facebook more than other
social networking sites when I need a guide
when purchasing.
2.) Twitter is my go to social networking site
whenever I want some ideas on what to buy.
3.) Whenever I want to buy a product, I go to
Instagram for ideas.
4.) I get ideas, guides and advices in Pinterest
on what to buy.
5.) I don‘t use social networks/ medias when
deciding on what to buy.
B. Strongly Agree Uncertain Disagree Strongly

(5) (1)
1.) I often buy things spontaneously.
2.) I often buy things without thinking.
3.) Sometimes, I am a bit reckless about what I
buy.
4.) I ended up spending more money than I
originally set out to spend.
5.) I often used social network/media as a guide
in purchasing specific products.
C. Strongly Agree Uncertain Disagree Strongly

(5) (1)
1.) I have used social network in purchasing
products.
2.) Social network influences my decision-
making in terms in purchasing products.
3.) I have ignored my responsibilities like
homework/ chores because of networking sites.
4.) Business owners used social media as their
marketing strategy.
5.) The impact of social network in my buying
behaviour has been productive.
59
Senior High School
Curriculum
Vitae
60
Senior High School
AQUINO, RACHEL B.
Address: 587 road 1 St. Manotoc Subd. Gagalangin, Tondo, Manila
Contact #: 09183777027
Email Address: rachelaquino60@gmail.com
PERSONAL INFORMATION
Nickname : Cielo
Date of Birth : August 18, 2001
Age : 17
Place of Birth : Manila
Nationality : Filipino
Gender : Female
Civil Status : Single
Religion : Catholic
Height : 4‘11
Weight : 42 kgs
Father‘s Name : Edgardo Y. Aquino
Occupation : N/A
Mother‘s Name : Aida B. Aquino
Occupation : N/A
EDUCATIONAL BACKGROUND
Tertiary : Universidad De Manila (Senior High School) 2017 - 2019
Secondary : Jose P. Laurel High School 2013 – 2017
Primary : Librada Avelino Elementary School 2007 – 2013
61
Senior High School
DALEON, LEILA THERESE V.

Address: 403 Concha St. Brgy. 73 Zone 6 Tondo, Manila
Contact #: 09260539569
Email Address: lizelle.Ciel.21@gmail.com
Nickname : Leila
Date of Birth : February 17, 1999
Age : 20
Place of Birth : Cavite
Gender : Female
Religion : Iglesia Ni Cristo (INC)
Height : 5'6
Weight : 94 kgs.
Father‘s Name : Nelson V. Daleon
Occupation : Self- employed
Mother‘s Name : Kathryn V. Daleon
Occupation : Housewife
Secondary : Bacoor National High School- Molino Main 2013 – 2017
Primary : Pasong Buaya III Elementary School 2011 – 2012
62
Senior High School
TEJADA, ROMENCITO U.
Address: 246 Recuerdo St. Binondo Manila
Contact #: 09186588059
Email Address: tejada.romencito21@gmail.com
Nickname : Omeng
Date of Birth : May 21, 2001
Age : 17
Gender : Male
Religion : Roman Catholic
Height : 5‘5
Weight : 50 kgs
Father‘s Name : Rolando D. Tejada
Occupation : Security Guard
Mother‘s Name : Carmencita U. Tejada
Secondary : Jose Abad Santos High School 2013 – 2017
Primary : Pedro Guevara Elementary School 2007 – 2013
63
Senior High School
SAMORTIN, JENNELLE D.
Address: 1868 Int.17 A. Francisco St. Sta. Ana, Manila
Contact #: 09676448363
Email Address: jensamortin@gmail.com
Nickname : Jennelle
Date of Birth : December 29, 2000
Age : 18
Gender : Female
Religion : Catholic
Height : 5‘5
Weight : 58 kgs
Father‘s Name : Joselito N. Samortin
Occupation : Electrician
Mother‘s Name : Nancy D. Samortin
Secondary : Ignacio B. Villamor High School 2013 – 2017
Primary : Margarita Roxas de Ayala Elem. School 2007 – 2013
64
Senior High School
SANTIAGO, KHRIZSIE NIVEA U.

Address: 2845 Javier St. Gagalangin, Tondo, Manila
Contact #: 09567395245
Email Address:
Nickname : Sie
Date of Birth : June 26, 2001
Age : 17
Gender : Female
Religion : Catholic
Height : 5‘1
Weight : 48 kgs
Father‘s Name : Joselito Santiago
Occupation : Driver
Mother‘s Name : Jasmine U. Santiago
Secondary : Florentino Torres High School 2013 – 2017
Primary : 2nd Garden Village Elem School 2007 – 2013
65
Senior High School
SISON, RHAILYN JAMISLEID A.

Address: 258 Sta. Catalina St. Velasquez, Tondo, Manila
Contact #: 09262994580
Email Address: rhailynjamisleid@gmail.com
Nickname : Rhai
Date of Birth : October 17, 2000
Age : 18
Gender : Female
Religion : Catholic
Height : 5‘6
Weight : 70
Father‘s Name : Ryan Sison
Occupation : Driver
Mother‘s Name : Jonnalyn Sison
Secondary : Doc. Juan G. Nolasco High School 2013 – 2017
Primary : Gen. Vicente Lim Elementary School 2007 – 2013
66
Senior High School
ZULUETA, DEEDREL REIGN L.
Address: 1233 B Almeda Ext Tondo, Manila
Contact #: 09164158902
Email Address: deedrel_zulueta@yahoo.com
Nickname : Reign
Date of Birth : June 22,2001
Age : 17
Gender : Male
Religion : Christian
Height : 5‘9
Weight : 65 kgs
Father‘s Name : Dennis T. Zulueta
Occupation : Businessman
Mother‘s Name : Maria Lourdes L. Zulueta
Secondary : Immaculate Conception Academy of Manila 2013 – 2017
Primary : Immaculate Conception Academy of Manila 2007 – 2013
67

Impact of Social Networking in Buying Behavior of ABM Students of Universidad de Manila

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Impact of Social Networking in Buying Behavior of ABM Students of Universidad de Manila

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Universidad De Manila

Cecilia Munoz St. Cor. Antonio Villegas St.

IMPACT OF SOCIAL NETWORKING IN BUYING BEHAVIOR OF

In Partial Fulfilment of the Requirement for the Subject

THE PROBLEM AND ITS BACKGROUND

Social networking is the use of internet-based social media programs to make

voice and content.

consumers will respond to marketing strategies.

understanding one‘s consumers by stating that consumer needs directly influences

profitability of organizations, the better organizations understand their consumer‘s

many marketers have come to realize the same.

which are behavioural, psychodynamic, cognitive, humanistic and economical theoretic

approaches as discussed by (Foxall 1990). Both contemporary and traditional researchers

scholars are starting to appreciate this relatively new medium of marketing.

determined by novelty, proximity, prominence and timeliness of the content. Technology

and contributes in a success of a brand. It is undeniable the role of technology in today

a concentration of people, whether physical or virtual. This is because marketers need to

provides a considerable advantage to businesses in terms of social commerce and possibly,

According to the studies of Forbes, 2017. In today‘s borderless world, people

to the outside world.

on traditional platforms as well as on technological media as a means of understanding how

attracted the viewership of consumers.

There are multitudes of theories on the buying behaviour of individuals and

environmental elements and even their own personality.

follow a generic model of decision-making by going through a process to decide.

of others because of specialized knowledge of sheer force of personality.

convenience store at a higher price.

Figure 1. The Research Paradigm

2.) What is the buying behavior of the respondents?

This study is conducted based on the following assumption:

influenced by social networking sites in their buying behavior.

Hypothesis of the Study

to the buying behavior of the respondents

on their vacant time and their interests.

The result of this research will greatly benefit the following:

behaviour of the students for their products and services.

REVIEW OF RELATED LITERATURE

Review of Related Literature

Social Networking (Foreign)

Furthermore, viral marketing communication aims to create an environment where

consumer engagement; social medial is redefining commercial marketing strategies using

to generate higher brand attitudes and purchase intentions. Furthermore, Para-social

interaction—publicity is more sensitive to user perceptions of the writers‘ credibility and

positive environments increase posting incidence, whereas negative environments

As mentioned by Chatterjee (2010), consumer behaviour has often influenced

consumer behaviour. Consumer-generated brand messages are significantly more likely to

be recommended but are not significantly more likely to generate referrals.

groups of consumers significantly. Millennial are influenced significantly by both positive

facilitating conversations among consumers and themselves (Powers et al., 2012).

communication, and not to transactional encounters in the traditional sense of offline or

explanations for something. This indicates by sharing experiences and knowledge,

2011). The relationship between advertisers and consumers is undergoing a fundamental

integral part of consumers‘ daily routine. Furthermore, consumers believe companies

Anitsal, &Anitsal, 2013). Brand relationship strength represents the accumulated

posting on RMP communicates willingness to dialogue about expectations of teaching and

literature on RMP is examining RMP as a social media influence on consumer behaviour.

of Rate My Professors.com on the consumer behaviour of college students. The present

Review of Related Literature

Buying Behavior (Foreign)

among undergraduate and postgraduate students of Malaysian institutes of higher

impacts of social medium on their academic performance.

split of opposite opinions exist.

Negussie&Ketema (2014) further investigated if there is any impact of using