IMPACT OF ONLINE ADVERTISING ON CONSUMERS BUYING

BEHAVIOUR in GOA, CAMARINES SUR

DELEÑA, ADRIAN M.

DELOS SANTOS, KIM V.

MABANA, JOYCE D.

BACHELOR OF SCIENCE IN BUSINESS ADMINITRATION

(Financial Management)

2021

i
 IMPACT OF ONLINE ADVERTISING ON CONSUMERS BUYING
BEHAVIOUR in GOA, CAMARINES SUR

DELEÑA, ADRIAN M.

DELOS SANTOS, KIM V.

MABANA, JOYCE D.

SUBMITTED TO THE FACULTY OF THE

COLLEGE OF BUSINESS AND MANAGEMENT
PARTIDO STATE UNIVERSITY
IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOE THE DEGREE OF

BACHELOR OF SCIENCE IN BUSINESS ADMINITRATION

(Financial Management)

2021

This thesis/ field practice manuscript can be accessed:

By the general Public YES

Only after by the consultation of the author(s) thesis adviser ---
Only by those bound by confidentiality ---

Signature of Student: ______________________________

Signature of Thesis adviser: ____________________________

ii
 ADVISER’S APPROVAL FOR MANUSCRIPT REVIEW

NAME OF STUDENTS: COURSE/ SECTION: BSBA-FM-4A

DELEÑA, ADRIAN M.
CONTACT NUMBER
(REPRESENTATIVE):
DELOS SANTOS, KIM V. 09637169109

MABANA, JOYCE D.
NAME OF ADVISER:
IVAN RUZZEL PESINO
TITLE OF STUDY:
IMPACT OF ONLINE ADVERTISING TO CONSUMER BEHAVIOR IN GOA,
CAMARINES SUR

DELEÑA, ADRIAN M. DELOS SANTOS, KIM V MABANA, JOYCE D.

Signature over printed name Signature over printed name Signature over printed name
of student of student of student

This is to certify that I have reviewed, edited and checked the draft/ manuscript of the
above-mentioned study and have approved the submission for manuscript review. Based
on my evaluation, the paper is acceptable for the review process.

Adviser IVAN RUZZEL PESINO DECEMBER 20, 2O21

Signature over printed name Date

APPROVED:

Research Instructor ADRIAN P. ABANTE ________________________

Signature over printed name Date

iii
 The thesis attached here to, entitled “IMPACT OF ONLINE ADVERTISING

ON CONSUMERS BUYING BEHAVIOUR in GOA, CAMARINES SUR” prepared

and submitted by ADRIAN M. DELEÑA, KIM V. DELOS SANTOS and JOYCE D.

MABANA in partial fulfillment of the requirements for the degree BACHELOR OF

SCIENCE IN BUSINESS ADMINISTRATION –FINANCIAL MANAGEMENT, is

hereby accepted with rating of _____.

_________________ _________________
Member Member
______________ ______________
Date Signed Date Signed

___________________
Member
______________
Date Signed

IVAN RUZZEL PESINO

Adviser
_____________
Date Signed

LEA V. LUSTRE
Dean
College of Business and Management
______________
Date signed

iv
 BIOGRAPHICAL SKETCH

The author, JOYCE DELIMA MABANA, was born

March 25, 2000 in Sagrada, Iriga City as the eldest daughter
of Mr. Joel S. Mabana and Mrs. Daisy D. Mabana.
She took her primary and secondary education at
Sagrada Elementary School and Sagrada National High
School, where she was a consistent honor student and
actively participating in different school activities. Joyce is
not just academically inclined but also good in dance,
fashion and arts. In the four years she spent in High School,
she became a president of Filipino Club, majorette’s leader,
and also a title holder of campus beauty pageants.
Joyce Mabana is currently is currently in her 4th year
of study in Bachelor of Science in Business Adminitration majore in Financial
Management at Partido State University, Goa Main Campus, Camarines Sur.

JOYCE D. MABANA

v
 BIOGRAPHICAL SKETCH

The author, ADRIAN MENDOZA DELEÑA, was

born August 17, 2000 in Bulalacao, Presentacion,
Camarines Sur as the fourth son among the (6) six children
of Mr. Marcelino P. Deleña and Mrs. Rosie M. Deleña.
He took his primary education at Bulalacao
Elementary School and he took his secondary education at
Presentacion National High School where he was actively
participating in different activities.
Adrian Deleña is currently is in his 4 th year of
study in Bachelor of Science in Business Administration
major in Financial Management at Partido
State.University, Goa Main Campus, Camarines Sur.

ADRIAN M. DELEÑA

vi
 BIOGRAPHICAL SKETCH

The author, KIM VILGERA DELOS SANTOS

was born September 16, 1999 in Hanawan, Ocampoo,
Camarines Sur as the 7th daughter among the eight (8)
children of Mr. Noli Delos Santos and Mrs. Ma.
Conception Delos Santos.
She took her primary education at Old Moriones,
Ocampo Camarines Sur and took her secondary education
at Hanawan National High School where she is also
actively participating in different extra co-curricular
activities.
Kim Delos Santos is currently is in her 4th year
study in Bachelor of Science in Business Administration major in Financial Management
at Partido State University, Goa Camarines Sur.

KIM V. DELOS SANTOS

vii
 ACKNOWLEDGEMENT

The researcher wishes to extend his heartfelt gratitude to several individuals for
their vulnerable assistance, cooperation, encouragement, support, time and effort who
contributed directly or indirectly to make this study successful one.
Likewise, to Janet A. Relucio Ph,D. , Dean of College of Business and
Management, for her encouragement to pursue our research topic, assistance and valuable
guidance.
They would like to extend their deepest appreciation to their research adviser, Mr.
Ivan Ruzzel Pesino for his assistance and dedicated involvement in the entire process of
the study in which holistic approach was made possible to come up with sustainable,
measurable, attainable, reliable and time bound conduct of the study.
Special commendation is also given to the respondents for allowing the
researcher to gather the pertinent data needed in this study.
Eventually, to their classmates and supportive friends, for their unwavering
motivation and sharing their resources to make this study possible.
As well as my family, for the continued and unselfish support financially,
emotionally and psychologically in dealing with rigorous accomplishments of the study.
And above all, our Almighty God for giving the researcher strength, courage and
good health necessary for the completion of the study.

The Researcher

viii
 TABLE OF CONTENTS

PAGE

IPR PAGE i
TITLE PAGE ii
APPROVAL PAGE iii
BIOGRAPHICAL SKETCH v-vii
ACKNOWLEDGMENT viii
TABLE OF CONTENTS ix
LIST OF FIGURES :
Figure 1: Theoretical Framework 10
Figure 2: Conceptual Paradigm 12
CHAPTER I. INTRODUCTION 1
Background of the Study 1
Statement of the Problem 2

Objectives of the Study 2

Assumption of the Study 3
Significance of the Study 3
Scope and Delimitation of the Study 4
Null Hypothesis 4
Locale of the Study 4-5

CHAPTER II. REVIEW OF LITERATURE AND STUDIES

Online Advertising on Consumer Buying Behavior 6
Types of Online Advertising 7
Consumers Attitude towards Online Advertising 7
Influence of Online Advertisement on Buying Behavior 8
Social Media Advertising 9
Theoretical Framework 10-11
Conceptual Framework 12
Definition of Terms 13-14

CHAPTER III. METHODOLOGY

Research Design 15
Locale of the Study 15
Respondents of the Study 16
Sampling Design 16
Preparation of Questionnaire 16

ix
Statistical Treatment of Data 16-17

Ethical Considerations 18-19

Questionnaire 20-22
References 23

x
 CHAPTER I
THE RESEARCH PROBLEM

INTRODUCTION
Advertising plays a very significant role in influencing consumer buying behavior
by providing attracting their attention, arousing interest, creating desire to purchase the
products. Advertisement creates awareness of the products and attracts more buyers
(Mwakasege, Getrude, 2017).
The COVID 19 Pandemic has upended how businesses used to function
traditionally and led them to truly transform themselves in order to stay afloat during
period crisis. The ongoing year witnessed brands and marketers stumbled to survive the
unforeseen circumstances that went onto untold Online Marketing became a real savior
for these businesses despite the looming uncertainty for enterprises that had to shut down
operators online marketing was to-go to option to capture customer attention and stay
ahead of the competition.
According to Lath (2019), online advertising is crucial for the success of an
online business. Research shows that people are increasingly using the internet to seek
information about products and their prices before making final decision. This means you
can’t really afford to ignore online advertising is most of your costumers are researching
online.
The fast development of technology today makes internet users continues to
increase. The rise in internet users makes the internet an actual promotion using online
advertising. So, it is vital to investigate how online advertising affects consumer buying
behavior and how to manage behavior and subjective standards influence consumers
attitude and interests when buying online.
Consumer buying behavior is valuable for business to understand this process
because it helps business better tailor their marketing initiatives to the marketing efforts
that have successfully influenced consumers to buy in the past (Dj Team 2020)
Online advertisement is more attractive to the consumer as it was uses various
ways to advertise ideas most especially with growing number of people that uses social
media particularly make it easy to capture the targeted market. One of the most effective
media of advertising which influence buying behavior is online advertising. Internet
advertising offers increase awareness of companies, an easy method of targeting
consumers, an immediate and direct line to the consumers, an immediate and direct line
to the customers, and reduced cost in performing this task. (Iweama et.,al.,2018)
With the growing age of the internet and increasing trend of people using the
internet for shopping and searching, internet for advertising which in recent times has
been utilized by all companies and businesses due to the accessibility and wide coverage
than the traditional medium seem to be the most recent means of advertising. The
question now is, does online advertising really affects consumer buying behavior?

1
 Goa, Camarines Sur is considered as the Commercial educational and trade center
of the district. It houses several secondary and tertiary educational institutions such as
Partido State University, Partido College and Philippine Science High School-Bicol
Region Campus other commercial establishments such as supermarkets and fast food
restaurant, can also be found in Poblacion area.
This present study aims to evaluate and further analyze the impact of online
advertising on consumer buying behavior, particularly Goa, Camarines Sur citizens who
mostly use social media websites to purchase products and services. This research will
use the Goa, Camarines Sur citizens' perception that will be able to determine how
online advertisement influences the citizens buying decision process. This research is
based on a theoretical model, which is used to find out and understand the
forecasted relationships among the two variables. In this manner, it may give further
background about how influential and effective the social media platform as a
marketing strategy that can be used by the business people to create marketing
strategies based on the consumer buying behavior in order for them to achieve
their desired goals most especially in increasing their sales and building a strong
relationship with their customers.
STATEMENT OF THE PROBLEM
This study is an attempt to determine the IMPACT OF ONLINE ADVERTISING
ON CONSUMERS BUYING BEHAVIOUR in GOA, CAMARINES SUR. Specifically,
it sought to answer the following questions:
1. What are the profiles of the respondents in terms of?
a. Age b. Gender
c. Occupation d. Monthly Family income
e. Number of family members
2. What types of online advertising are implemented in Goa Camarines Sur?
3. What is the Attitude of respondents towards online advertising?
4. What is the influence of online advertisements on purchasing?
5. Is there a significant relationship between online advertising and buying behavior?
OBJECTIVES OF THE STUDY
The objectives of the study are as follows:

 To determine the profiles of the respondents in terms of;

a. Age
b. Gender
c. Occupation
d. Monthly Family Income

2
 e. Number of Family Members
 To analyze the impact of online advertising to consumer buying behavior in Goa,
Camarines Sur.
 To know the most effective type of advertising implemented in Goa Camarines
sur.
 To know the attitude of respondents towards online advertising
 To find out the influence of online advertisements on consumer buying behavior
of respondents.
ASSUMPTIONS OF STUDY
1. That the profile of the respondents in terms of Age, Gender, Occupation, Monthly
Family income and Number of family members varies.
2. That the types of online advertising implemented in Goa Camarines Sur vary.
3. That the Attitude of respondents towards online advertising may vary.
4. That there are factors that may influence of online advertisements on purchasing.
5. That there are significant relationship between online advertising and buying behavior.
SIGNIFICANCE OF THE STUDY
Before any researcher embark on research, the researcher must take into
consideration the importance of that research all efforts will be a waste. This study
is significant in view of the following;
Marketers as they can understand the expectation of the consumers. It helps to
understand what makes a consumer to buy a product. Marketers can understand the likes
and dislikes of consumers and design base their marketing efforts based on the findings
of this study.
Consumers The result of this study serves the impact of online advertising in
shaping the people’s view about products; thus, it benefits companies who wish
to utilize and invest in online or internet advertisements. This study will help them
to prevent from depending too much on advertisements and encourage them to observe
quality of products before purchasing them.
Readers The study will help the readers understand the factors that an advertisement
can contribute to consumer's behavior towards purchasing one certain product.
Marketing Department Of Companies which will aid them to identify the factors
that affects the consumer's buying decision and to which type of advertisement would be
better to use for advertising products.
It will also be beneficial to the Students/Marketing Majors, Professors of
Advertising/ Marketing, School/ Institution as it can contribute to each one.

3
 It is important for Local Businesses to look into internet advertising as more
consumers turn to the internet for their purchasing. A small business that can offer online
purchasing may be able to tap into this customer base.
The Government from this study would understand the value of Internet
advertising and its influence on consumer decisions which ultimately impacts electronic
commerce/trade, and therefore would effectively regulate how internet advertising is
delivered by acting rationally on laws that would restrict data usage, creating an ambient
environment and availing resources to internet providing companies and at the same time
safeguarding the interest of consumers.
For Scholars and Academic Researchers, the current study forms a basis upon which
future research on Internet Advertising may be established. The findings may be
resourceful in providing viable information to academicians, researchers and consumers
on various concepts related to internet advertising.
Future Researchers The results of this study will provide them a clear prospective
in designing their own research study and to fill whatever gap in knowledge that may be
seen this work in relation to future research prospects. It may serve as a reference
material for students who may desire to carry out similar study.
SCOPE AND DELIMITATION
The study focused on investigating the IMPACT OF ONLINE ADVERTISING
ON CONSUMERS BUYING BEHAVIOUR in GOA, CAMARINES SUR. The
researcher will choose randomly 300 respondents coming from the consumers of Goa,
Camarines Sur only
The study will be conducted from January to June 2022. This study will cover all
the consumers of Goa, Camarines Sur at all stages of age whether child, teens, adults,
middle age adult and senior adult as long as they purchase online within Goa Market
only.
NULL HYPOTHESIS
There is no significant difference between online advertising and consumer buying
behavior.
LOCALE OF THE STUDY
This study was conducted in GOA, a second class municipality in the province of
Camarines Sur and within the fourth legislative District which is also known as Partido
Area. The municipality is rich in local agricultural products and natural resources and has
numerous business establishments. Goa is known as the center of trade and commerce in
Partido Area due to its good strategic location which makes it accessible to all nearby
town.

4
 CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES
This introduces the review of related literature and studies both and local. It is
also presents the synthesis of the art as well theoretical and conceptual framework. It
compares the work of the researchers and the insights derived from derived from
previous researchers.
5
 The researchers made an intensive reading from the past and present researchers
that have bearing on the present work as background of the study. The review serves as
baseline information that aided the research. This present the literature or issues figures
social concerns both foreign and locals.
Online Advertising on Consumer Buying Behavior
The present study like the past studies recognizes some definition of online
advertising to consumer behavior which enlightens and increased your knowledge and
learning about online advertising or consumer behavior. Their study provide how online
advertising affects consumer buying behavior, how it works and how important does
online advertising impacted consumer buying behavior. Examining their past studies
allows the researcher to identify the gaps, which the researcher can them attempt to fill or
address with their own work.
Nowadays, social media has practically become a weapon and its playing a major
role in advertising (Herhad, 2017) Online advertising is the form of promotion that uses
Internet and the World Wide Web to deliver marketing message to attract, retain and
enhance the costumers (Mishra and Mahalik, 2019). It makes the advertising more
flexible and makes it easier for the companies to update their products information (Aziz,
Yasin and Kadir, 2017)
Ahmed and ashfaq (2013) conducted a study to explain the impact of advertising
on consumers’ buying behaviour on purchasing cosmetics products. The findings of the
study showed that 41% of respondents were influenced by product quality, 39% were
influenced by to persuasiveness of the advertisement while 20% were influenced by the
information provided by the advertisement.
According to H.,V., and Faizal, M.(2021), Advertisers intend to make their ads
further more involving. Interactive advertising grants customers to become more involve
because they initiate most of the action. Consumer view is influence significantly by
online advertising. Ads online are designed visually appealing or display ads and
advertising information messages that include product quality, price and other
information to form various feelings and judgments resulting from ad views.
The use of social media page helps customers interacts and influences their
consumer behavior. The use of online platforms is very useful it has enables online
shopping sites use emails marketing strategy. The use of search engines helps customers
select a variety of products based on color, combination, size and shape. It is
recommended that online shopping sites develop a culture that employees are aware of
the need and importance of use of online marketing (Rachel Njuguna, 2021).
Through Electronic Word Of Mouth (e-wom) and online advertisement, social
media brings a new and powerful perspective in shaping consumers attitude and
behavior. Social Media Marketing offers a connection between the products or services
with the consumer while establishing an environment in which every individual can
become a part of an influential “social chain interaction” (Tsatsou, Dimitra, 2021)

6
 Online advertising is highly persuasive. Social media ad achieves the most
affecting advertising channel (Utam et.al, 2021). It is the most creative and well
executed advertising. It has a great impact on buying trends or buying behavior of the
consumer. Likewise, celebrity endorsement also has a strong impact on consumer buying
behavior. (Kabarwal, 2019)
In addition, consumers behavior on online advertising may evolve from time to
time (Aziz, Yasin, Kadir, 2017) Thus, there are still lack of understanding and
information on how consumers react to online advertising (Kim and Park, 2017)
Types of Online Advertising
Corey Braccialini (2021) asserts that 93% of online interactions start with search
engine and with those ads; you catch the attention of the audience you want through
online advertising. According to her there are 8 popular social media networks;
Facebook. Almost 2.5 billion people around the world use Facebook. That’s more than
30% of the world’s population.
- Photo Ads
- Video Ads
- Story Ads
- Lead Ads
The power of social media is undeniable, as you can reach a big number of people within
seconds of publishing ad. With over 59% of the world’s population online, marketers
must not miss out on the opportunity to market on these forums. The beauty of this fields
is that it connects a large portion of the global population.
Consumers Attitude towards Online Advertising
Consumer attitude is direct human reflection towards the online advertising. The
attitude of consumers may be influenced by the factors of online advertising such as
formativeness, entertainments, create awareness and annoying (Masahari, Richard and
Laroche , 2017). Exploring consumers attitude towards web advertising and its influence
on web usage Baumiester ( 2017)
The study of Bakshi & Gupta 2017 depicts that usability trust and information
has a positive influence on consumers attitude towards online advertising. Their study
revealed the eight (8) attitudes of consumer towards online advertisements.
1. Adventurous Explorers (30% online spending)
2. Shopping Lovers (24% online spending)
3. Business users (19% of online spending)
4. Suspicious learners (15% of online spending)
5. Fearful Browsers (5% of online spending)
6. Shopping Avoiders (3% of online spending)
7. Technology muddlers (3% of online spending)
8. Fun-seekers (2% of online spending)

7
Influence of Online Advertisement on Buying Behavior
54% of social browser use social media to research products (Global Web Index,
2018). Social media has grown in terms of it’s reach and impact. Due to Pandemic, more
buyers are now on social media networks than ever before. The latest trend in marketing
is the introduction of the social media.
Global Web Index (2018) conducted that online advertisements influences the
consumer buying behavior in a way that it builds product awareness, social proof as a
greater force of buying decisions, promotions, discounts and deals on social media and
lastly is the social media influencers, 49% of consumers seek guidance from social media
influencer before making a buying decision.
Haider and Shakib (2017) Study on the Influences of Advertisement on Consumer
Buying Behavior reveals that that advertisement has significant impact on consumer
buying behaviour. This study can be helpful for marketers to understand what triggers a
consumer’s intention to purchase. They can determine which element in advertising is
most effective and which has comparatively lower impact.
Ramzan Sama (2019) reveals in his study about Impact of Media Advertisements
on Consumer Behaviour that the findings indicated that TV and Internet advertisements
are affecting AWR, INT and CON stages of CB. Magazines are more effective in
influencing PUR and PPUR stages of CB. However, radio advertisements did not affect
any of the stages of CB. In contrast, newspapers are the only medium which affect all the
stages of CB.
Dagohoy, Bulada, Jacinto And Pintado (2021) stated on thier study about Social
Media Marketing Towards Consumer Buying Behavior: A Case in Panabo City that
social media is shown to be an effective marketing strategy that helps the consumer
to gain their specific develops consumer trust, loyalty, and discovery to the modern
world. Reression analysis result revealed that social media marketing significantly
influences consumer buying behavior.
Binita Mananshar (2017) her study about Effects of advetisements on consumer
behavior entailed that the customers are highly affected by the advertisement as it creates
curiosity on the customers. There is positive impact of advertisement on consumer
behavior but according to the respondents most of the people also think about their needs
before buying any goods and services. In the conclusion, it can be said that advertisement
should design in such a way that can draw the attention of the audience, arouse interest
towards the advertised product, create desire on the customers and take action towards
the product.

Social Media Advertising

Social Media advertising is a type of online advertising that focuses on social
media channels. Nowadays, you can promote your product or service on such platforms
as Facebook, Instagram, Linkedin, Youtube, Pinterest, Twitter, Snapchat, Tiktok.

8
 The key to developing persuasive and appealing contents is to have a strong social media
presence. A well thought-out plan is useless unless it is carried out in the same manner.
The goal is to catch people’s attention before they connect with you as a company. The
strategies that you use to attract customers should also focus on connecting with your
audience. Without connection, no relation lasts and you don’t want you relationship with
your customers to be short-lived.
Aqsa And Kartini (2015) found that the continuous development of technology
increases the internet users drastically. The internet is operated by the gadgets like PC,
Laptop, Mobile phone, Tablets etc. so to capture the large strength of consumers’ online
advertising is very compulsory. The study also found that although online advertising is
effective but it can only be targeted to those only who used the internet continuously. 
Harshini C.S (2015) reveals that the social media is changing traditions of
people. People are increasingly using social media to search for information instead of
other media such as television, magazine, and radio. So the companies need to create
effective online advertising strategies because internet is now the best platform to
capture large number of consumers. Therefore, online advertisements play an important
role in current scenario
The results data conform the study of Schlosser, Shavitt And Alaina (1999) that
the school of thought believes that the web advertising creates the negative and positive
perception among the consumers. It is interesting to study that where so much of research
has been conducted regarding future of online advertising and the consumer
behaviour towards it. Though people enjoy looking at online advertisement, its
formativeness and utility for making behavioural purchasing decisions also plays
role.

9
 Theoretical Framework

Message Hierarchy of Advertising Customer Awareness

Strategies Effects Models Component Complaint

Awareness Unaware
Cognitive
Strategy Headline/
Knowledge Subhead line Problem Aware

Liking Solution Aware

Am Purification
Affective
Preference Product Aware
Strategy
Proof of the
Claim
Conviction Most Aware

Conative
Actual purpose Action to Take Purchase
Strategy

Figure 1 (Adapted)
Hierarchy of Effects Applied to Online Marketing
(XAVIER LANNES, 2020)

10
 The hierarchy of effects applied to online advertising/marketing is a framework
designed by Xavier Lannes. This model tells marketers how to create ads such a way that
your prospect goes through six different stages. It was created by Robert, Lavidge and
Gavy Stenier in 1961 and is still the ground zero of any marketing activity on the
internet. A sales funnel is the basis of any transaction on the internet and directly adopted
from the Hierarchy of Effects.
Xavier Lannes, 2020, The Hierarchy Of Effects Theory Applied To Digital
Marketing
Most people look at ads on Facebook and Google and see them as annoying. The
general idea of a non-professional is that marketing is easy to do. You just put a picture
of the product, state that’s it’s the best and the cheapest and, there you go, your product
sells like hotcakes. But any website owner, let alone marketing manager, knows that
selling products and services as a small business can sometimes seem like an
unfathomable daunting task. Most people still think that “built it and they will come” is
the norm. There is nothing more fake news than that!
A Sales Funnel is the basis of any transaction on the internet and is directly
adapted from the “Hierarchy Of Effects.” This model tells marketers how to create ads in
such a way that your prospect goes through six different stages. It was created by Robert
J Lavidge and Gary A Steiner in 1961 and is still the ground zero of any marketing
activity on the internet.
The hierarchy-of-effects theory is an advanced advertising model. The behaviors
associated with the hierarchy-of-effects model can be summarized to the following
behaviors:
- Think (cognitive)
- Feel (affective)
- Do (conative)
Once your social media marketing is strategized effectively, this would help you
increase the traffic on your profiles. There are a number of businesses and bloggers who
have spent not even a dollar on a digital advertisement, but just with the help of great
content and interaction with their audience. Businesses can access the different tools
present on social media forums to see how many visitors were interested in the content
that you shared. Status like these help you build a customized audience and target
specific customers for your product or service. The approximate percentage of people
who abandon their carts online is almost 70%.
Building a customer audience gives you an opportunity to create customer
satisfaction for these specific people who initially did not feel satisfied with your service.
Through social media marketing, you will be able to show your brand content to such
customers and remind them how they needed/wanted your product.

11
 PROCESS OUTPUT
INPUT

1. Profile of the respondents in

terms of;a. Age b. Genderc. 1. Collection of data through
Occupation d. Monthly Family
income e. Number of family the distribution, on Google
members
forms,
2. Types of online advertising
are implemented in Goa administration ,retrieval of
Camarines Sur?
questionnaire Recommendations formulated
3. Attitude of respondents
beside from the findings of the
towards online advertising 2. Documentary, analysis, and
study
4. Influence of online interpretation of data
advertisements on purchasing
5. Significant relationship 3. Statistical treatment
between online advertising and
buying behavior
FEED BACK LOOP
FIGURE 1
CONCEPTUAL PARADIGM

FEEDBACK LOOP

Figure 2
Conceptual Paradigm

12
 CONCEPTUAL FRAMEWORK

This research study used the system or process shown in figure 2 in order to have a
better understanding and a guide in conducting this research.
This comprises the step by step proceed to be followed, from the input to the process
itself and the output or the result. The input will consider the 1. Profile of the respondents
in terms of;a. Age b. Gender c. Occupation d. Monthly Family income e. Number of
family members, Types of online advertising are implemented in Goa Camarines Sur,
Attitude of respondents towards online advertising, Influence of online advertisements
on purchasing and Significant relationship between online advertising and buying
behavior.
The process to be followed includes the distribution of the Questionnaire to the
respondents through Google forms, data gathering analysis of the input or data gathered
and determining the relationship between the data gathered.
The output consists of the recommendations formulated beside from the findings of
the study.
The feedback loop which come through the input process that signifies continuous
analysis and improvement of the research work; these are all shown graphically in
paradigm presented in figure 1.
DEFINITION OF TERMS
In order to understand the key terms being used in the study. These terms should be
clearly defined according how they are used in the study in order to make easy
understanding of the problem and avoid ambiguous meaning to terms which can be
otherwise interpreted in different ways.
Advertisements: Advertising is a way of marketing your business in order to increase
sales or make your audience aware of your products or services. Until a customer deals
with you directly and actually buys your products or services, your advertising may help
to form their first impressions of your business.

Age: The concept of age describes how old a person is at particular point time. It is
defined as the measure of the time elapsed from the date of live birth to a specific point in
time, usually the date of collection of the data. (Australian Bureau of Statistics,1999)
Attitude: pertains to belief, value and feeling of respondents when purchasing or seeing
online advertisement in social Media; Feeling or way of thinking that affects a person’s
behavior a positive attitude change your attitude. (Alt mann, Tanya 2008)
Behavior: is seen when an organism makes the same response to a group of
discriminable different objects. (Comparative Cognition Laboratorey,2016)
Beliefs: This is a descriptive thought that a person/consumer has about something.
Consumer: one that buys goods or services for consumption and not for resale or
commercial purpose. The consumer is an individual who pays some amount of money for

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the thing required to consume goods and services. As such, consumers play a vital role in
the economic system of a capitalist economy.
Consumer: individuals or businesses that consume or use goods and services.
Consumer Behavior: is the action and decision processes of people who purchase goods
and services for personal Consumption. ( Engel, Blackwell and Mansard 2017)
Consumers buying behavior: This refers to the buying behavior final consumers-
individuals and households who buy goods and services for personal consumption.
Gender: this refers to the distinguishing characteristics between a male and a
female.Goa, Camarines Sur: 2nd class municipality in the province of Camarines Sur,
Philippines where the present study is conducted.
Marketer: is an individual who is responsible for creating an involvement chain between
the customer and the product or service offered by the company.
Online Advertising: is the form of promotion that uses the internet and world wide web
for the express purpose of delivering marketing messages to attract customers.
Purchase Decision: This simply means that the buyers decision about which brand to
purchase or patronize.

Social Media: Social media are internet services that let you interact with others and
share and create content through online communities. You can use social media to:
promote the name of your brand and business. tell customers about your goods and
services find out what customers think of your business.

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 CHAPTER III
RESEARCH METHODOLODY

This chapter is s presentation of the research respondent of the study, sources of the
data, and instruments, procedures and statistical techniques that was used in conducting
the study and data gathering.
RESEARCH DESIGN
This study used the Descriptive survey method under the qualitative method. This
category of method generally empirical and derive from direct data which are necessarily
numeric. Descriptive method is use to collect data for the purpose of the describing
existing condition or situation, objective or people without being influenced by the
investigation.(Adanza et. Al 2002).
Since this study is concerned with the current study IMPACT OF ONLINE
ADVERTISING ON CONSUMER BUYING BEHAVIOUR in GOA, CAMARINES
SUR. This method will be viewed appropriately in obtaining the necessary data which
can answer the question raised in the research study.
LOCALE OF THE STUDY
The study will be conducted in GOA; CAMARINES SUR. Goa is a landlocked
municipality in the coastal province of Camarines Sur. The municipality has a land area
of 206.18 square kilometers or 79.61 square miles which constitutes 3.74% of Camarines
Sur's total area. Its population as determined by the 2020 Census was 71,368. This
represented 3.45% of the total population of Camarines Sur province, or 1.17% of the
overall population of the Bicol Region. Based on these figures, the population density is
computed at 346 inhabitants per square kilometer or 896 inhabitants per square mile. The
municipal center of Goa is situated at approximately 13° 42' North, 123° 29' East, in the
island of Luzon.

15
RESPONDENTS OF THE STUDY
The respondents of the study consist of 100 respondents coming from the Goa,
Camarines Sur. Although the researchers were referred to participants, the researcher
purposively selected participants who were perceived to be information rich and
appropriate for the study.
SAMPLING DESIGN
In selecting respondent the researcher choose the random sampling method in
which each individual is chosen randomly and entirely by chance such that individual has
the same probability of being chosen at any stage during the sampling process.
DATA GATHERING INSTRUMENTS
Collection Procedure Data will be gathered through the use of an online
survey questionnaire with the aid of Google Forms. The researchers will use a
standard questionnaire to have an efficient questionnaire that will help assess social
the impact of online advertising on consumer buying behavior. An online survey has the
growing popularity since it will be widely used, is a systematic approach of gathering
data to the target audience that can complete the survey questions over the Internet.
On the other hand, Google Forms is a popular product in online survey research. It is a
cloud-based platform for data processing used for web-based questionnaire design and
creation offered by Google Inc. In carrying out the online survey of the study, the
researchers first ask for the approval of the respondents. The researchers will
disseminate questionnaires by sending and sharing the link of an online survey
questionnaire to the possible respondents of GOA, Camarines Sur. After the
dissemination of the questionnaire, the data will gather through answers online, tally and
will be subject to statistical interpretation using appropriate statistical tools.
PREPARATION OF QUESTIONNAIRE
A close ended type of questionnaire is in this. The questions are intended to obtain
information needed about the topic on this study the questionnaire consists of three parts.
Part I of the questionnaire concerned on the profile of the respondents in terms of; a. Age,
b. Gender, c. Occupation, d. Monthly Family income and e. Number of family members.
Part II consist what are types of online advertising they are using and are implemented in
Goa Camarines Sur. Part III, is the Attitude of respondents towards online advertising.
Part IV is the influence of online advertisements on purchasing and Part V is to know if
there’s really a relationship between online advertising and buying behavior.
STATISTICAL TREATMENT OF DATA
The researcher will tabulate the responses as tools in gathering the results:
Percentage technique, weighted mean, and Rank ordering method. All data that are
gathering, tally encode and interpret using MS Excel and SPSS Statistical Package for the
social science.

16
Percentage Technique will use to know the real percentage of categories contain in the
personal profile, what type are mostly used in online Advertising in Goa, the attitude of
respondents towards online advertising and the influence of online advertising of online
advertisement on purchasing on Goa, Camarines, Sur.
Formula:
Percentage = f /n x 100
Where:
P = percentage
f = number of respondents
n = total number of respondents
Weighted Mean (WM). The technique will use to determine the impact of online
advertising to the consumer buying behavior in Goa, Camarines, Sur. The weighted mean
value were detained through the formula.
Formula:

WM =
∑f x
n
Where:
WM = weight mean

∑ fx=¿ ¿ Sum of products of the frequency with weights

n = Sample size

The researcher used the LIKERT SCALE where each point and range were given
a corresponding verbal interpretation such as follows. The scale below are employing in
this techniques to give values for the weighted mean.
Table 1
Verbal Interpretation of Data

Scale Range Verbal Interpretation

4 3.25-4.00 Strongly agree

3 2.50-3.24 Agree
2 1.75-2.49 Disagree
1 1.00-1.75 Strongly disagree

17
Rank Ordering method was used to determined which is first, second or last and indicates
its position in a series when the scores have been arrange in order. It was used to rank the
respondents to proposed measures.
Ethical Considerations
For research projects, ethical considerations are important since all
respondents have moral and legal rights. For this study, the researcher will ensure
the protection of individuals with the aid of informed consent that permission, they
did not violate their privacy, that the research will not harm their feelings and that
all the information received from them were recognized and accurately represented.
Respondents will not be force to respond and review the questionnaires in the survey
carried out voluntary participation by connecting online. Using online platforms
(Google form), the researchers first explain the intent and objective of the study
before leasing them to participate in or participate in the investigation, especially in
subsidizing the information framework of the research. All of the details and directions
were clearly indicated on the platforms of Google. Respondent's decision will be
valued l of Research and Innovation in Social Science (IJRISS) |Volume V, Issue II,
February 2021|ISSN 2454 and buyer's response. In the model, the whole process of
decision making is explained that marketing stimuli and environmental elements
affect and Knowledge) making process (Purchase Decision and Post-s response is
obtained. In answering the questionnaire, the respondents will evaluate Likert Scale.
The mean of the indicators will be interpreted based on the range of means, for the
impact of online advertising Scale for Consumer Buying Behavior projects, ethical
considerations are important since all respondents have moral and legal rights. For
this study, the researcher ensured the protection of individuals consent that without
their privacy, that the research did not harm their feelings and that all the
information received from them was recognized and accurately represented.
Respondents are not forced to respond and review the questionnaires in the survey
carried out participation by connecting online. Using online platforms (google
form), the researchers first explained the intent and objective of the study before
leasing them to participate in or participate in the investigation, especially in on
framework of the research. All of the details and directions were clearly indicated on
the decision will be valued and respected.
Some ethical considerations this study insured for the participants was:
Privacy and Confidentiality: Guaranteeing that information provided will be
unidentifiable by anybody other than by the researcher. Ensuring they were
knowledgeable that if any of the information resulting from the research is to be used for
presentations or reports, all identifying information will be changed to maintain privacy
and confidentiality. Confirming that they were well informed that the results will be
presented in the thesis and they will be seen by the researcher supervisor, a second
marker, and the external examiner. Ensuring that they understood that the thesis may be
read by future students on the course and may be published in a research journal, but
anyone reading this research won't know who they are.
Safety: Eliminating any risk elements consistent over time. I am confirming that the
research is not harmful to respondents and certifies proper use of information.

18
Autonomy: The researcher ensured that the respondent contribution is completely
voluntary and that they may withdraw from the research at any time. From here there will
be no further collection or analysis of data and all existing data will be removed. Any
unreturned questionnaires and any mothers who refuse to take part in the project will be
counted in the research.
Dignity: All respondents had the freedom to make their own fully informed decisions.
All participants were treated with great respect.
Informed consent: Each participant received a consent letter explaining some of the key
elements of this study and what i expected of them as the respondent and the researcher.
A consent form was also supplied with the letter which respondents signed if they agree
to take part and understood their respondent in the research

19
 Questionnaire
Dear Respondent,
We are the BSBA-FM 4A students of PARTIDO STATE UNIVERSITY Goa
main Campus we are working on a research “Impact of online Advertising consumer
Buying Behavior of Goa Camarines Sur. May we request to kindly answer the questions
in this survey questionnaire. The information you provide will enable our group to attain
the purpose of the study. Thank you for cooperation
Researcher,
ADRIAN M. DELENA
KIM V. DELOS
SANTOS JOYCE D.
MABANA
General Instructions: Please accomplish this research questionnaire that correspond your
answer.
A. Profile of the Respondents
Age: __16 y/o below __26-45 y/o __65 y/o above
__17-25 y/o __46-65 y/o
Gender: __male __female
Occupation: __students __ self employed

__employed __others
Monthly Family Income: __Less than Php 5,000
__Php 6,000 – 10,000
__Php 11,000 – 15,000
__Php 15,000 and above
B. Impact of online Advertising on consumer Buying Behavior
1.On average, how many hours do you spend on the internet per day?
o ˂ 1hr
o 1hr to 2hr
o 3hrs to 4hrs
o 4hrs to 5hrs
o above hrs

2. Do you pay attention to online advertising?

20
 o Yes
o No

3. Do you like advertisement regards social media?

o Yes
o No

4. Have you made any purchase after seeing interest ads?

o Yes
o No

5. Advertisement is beneficial to consumer because it provides important information

about goods and services.
o Yes
o No
o
C. Types of Online Advertising
(What type of Online Advertising do you encounter the most)
__Social Media Advertising
o Facebook
o Instagram
o Linked In
o You Tube
o Pinterest
o Twitter
o Shap chat
o Tiktok

__Search Engine Marketing

__Email Marketing
__Display Advertising
__Video Ads

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D. Attitude of Respondents Towards Online Advertising in Goa, Camarines Sur

4- Strongly Agree 2- Disagree

3- Agree 1- Strongly Disagree

1. I find online advertisement introducing. 4 3 2 1

2. I find online advertisement irritating

3. I find online advertisement useful.

4. I find online advertisement reliable.

5. I find online advertisement than traditional

advertising.

6. I think online advertisement give me source of

pleasure and entertainment.

7. Online advertisement convinces me to buy.

8. Online advertisement influences my buying

decisions.

E. Influence online advertisements on purchasing. 4 3 2 1

1. I buy products that are advertised online.

2. Online advertisements affect my purchase behavior

positively.

3. Online advertisement helps us make loyal to the

promoted products.

4. Online advertisement affects my buying actions

positively.

5. I prefer online advertisement than print media.

22
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