The Influence of Online Advertisements on Shopping Decisions of Arellano

University - ABC Students

A Research Paper Presented to Information and Communication Technology of

Arellano University – Andres Bonifacio Campus

In Partial Fulfilment of the Requirements for Practical Research 1

By

Cataag, Ellen

Celso, Kenneth

Cruz, Tyrell Ashleigh

Daquigan, Rhei Gian

Dela Paz, Ronnel

May 2021
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 ACKNOWLEDGEMENT

The researchers want to express their deepest gratitude and

appreciation. Thankful and appreciation to the following individuals for their

contributions to the success of this research.

The Almighty God who blessed the researchers with sufficient

knowledge and strength to complete this research.

To Ms. Neng Sablan for her unwavering support as our thesis adviser,

patience, determination, and a vast information base. This assisted the

completion of this thesis. Our thesis advisor was a consistent source of

motivation and support throughout the many stages of this project. This

research would not be feasible without her invaluable assistance, in

assisting us with further editing and making some aspects of this paper

possible. Her contributions have aided the academics in finishing this

thesis.   It's exhausting to go over this thesis word by word. Her intelligent

remarks and support and the difficult question prompted the researchers to

broaden their research to include many views.

To the friends and classmates for their patience, for assisting the

researchers in their study, and for their friendly concerns.

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 Finally, the researchers want to express their gratitude to their families:

For spiritual and financial assistance, cheers, parents, brothers, and

sisters. Throughout the thesis's writing.

This thesis is dedicated to all of you, respectfully and genuinely! Thank you

so much, and God bless.

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 ABSTRACT

This research was carried out to learn about and recognize the potential

impacts of internet ads on respondents' decisions. And if there are a

substantial decision-making process involving Arellano University – Andres

Bonifacio Campus students.

This research involved 22 Arellano University – Andres Bonifacio

Campus students. The respondents were interviewed based on their

profile, how much time they spend online shopping, and how they make

purchases online. The historical research method was used in this study.

The researchers discovered that there is no substantial difference in the

spending decisions of the respondents. The survey also found that kids in

senior high school are the most likely to spend and be enticed to spend

money online by advertisements.

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 TABLE OF CONTENTS

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TITLE PAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i

ACKNOWLEDGEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii

ABSTRACT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii

TABLE OF CONTENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iv

CHAPTER 1 THE PROBLEM AND ITS BACKGROUND

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Background of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Theorotical Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Significance of the study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Scope and Limitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

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 Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

CHAPTER 2 REVIEW OF RELATED LITERATURE AND STUDIES

Origin of Online Shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Entertainment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Social Imaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Shopping Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Online Shopping and Shoppers . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Consumer Buying Behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Familiarity with the Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Spending/Consuming . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

CHAPTER 3 RESEARCH METHODOLOGY

Research Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

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 Subjects of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Sampling Technique . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Research Instrument . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Validation of Instrument . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Data Gathering Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

CHAPTER 4 PRESENTATION, ANALYSIS AND INTERPRETATION OF

DATA

1. Effects of Online Advertisements to Respondents . . . . . . . . . . . 25

2. Reason on how Online Shopping Attracts Respondents . . . . . . 26

3. Advertisements on how it affects Respondents behavior . . . . . 26

4. Types of Advertisements that is Watched Online . . . . . . . . . . . 27

5. Purchasing Times of Respondents after seeing Ads . . . . . . . . . 27

6. Social Media Advertisements’ influence to Respondents shopping

decisions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

CHAPTER 5 SUMMARY, CONCLUSIONS AND RECCOMENDATIONS

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Summary and Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

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 Chapter I

THE PROBLEM AND ITS BACKGROUND

This chapter includes the introduction, background of the study

theoretical grounding, conceptual framework, statement of the problem,

significance of the study, and its scope and limitation. At the end of the

chapter is a provided list of definitions of terms.

Introduction

Online shopping is a method of purchasing goods through the use of

computers and other electronic devices. Because we are all dealing with

pandemics, online purchasing has grown in popularity. Online shopping

has risen in popularity over the years, owing to the convenience and ease

with which individuals may purchase from the comfort of their own homes

and offices. Other folks may simply wish to stay at home, or maybe be too

lazy to go out, or maybe trying to save money. In today's world, online

purchasing is very popular. To sum up everything through online shopping,

many unrecognized shops bloom like flowers in spring.

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 People find it convenient and easy to shop from their homes or office.

People can save their time and energy by purchasing products online with

discounted offers on the internet that can be easily compared, and the

buyer can buy the product according to their favorable conditions like price,

quality, and other discounts for their individual needs.

Previous studies have been conducted to acknowledge the

effectiveness of advertisement and advertisement’s impact on consumer

buying decisions. This research is conducted to find out what can online

advertisements attract the respondent’s online shopping decisions. On the

other hand, this is also conducted to let shoppers and sellers know how to

properly control advertisements and how they influence shoppers to buy.

Background of the Study

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 Mahewari, Seth & Gupta (2016), Ha, John, Swinder & Muthaly (2011),

Kumar & Raju (2013), their studies concluded that the effectiveness of

advertisements affects consumer's behavior in shopping decisions

alongside its effectiveness in consumer eyes. Mostly its effectiveness

affects consumers’ opinion on a particular product with its quality,

consumer loyalty, and satisfaction level. Which lead to the study of modern

advertisements’ due to the recent pandemic and also to learn about their

effect on the past studies.

Theoretical Framework

This research used Afshan Kirmani’s (2009) theory on factors that

influence customers’ experience. According to Kirmani, there are factors

such as thinking, feeling, sensation, and intuition that directly correlate with

our customers’ online advertising experience. This tells that there are also

more into advertising consumers get influenced to buy a particular product

or service, some underlying roots are based on their behavior (Wai et al.,

2019).

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 Appraisal theory significantly explains consumer behavior toward

shopping and provides an opportunity to analyze the evaluation process

(e.g., Roseman, 2013; Kähr et al., 2016; Moors et al., 2017; Ul Haq and

Bonn, 2018). The second stage explains that the consumer's degree of

satisfaction holds great importance and refers to novelty in the literature.

The third stage of the model briefly explains the feelings and emotions of

the consumers about the incident, aligning with the certainty phase. The

last step explains whether the consumers have achieved their goal or are

not aligned with the appetitive purpose.

Cognitive appraisal researchers stated that various emotions could be

its root cause (Scherer, 1997); it could be the reaction to any stimulus or

unconscious response. Agency (considering themselves or objects are

answerable for the result of the circumstance) (Smith and Ellswoth, 1985;

Durmaz et al., 2020); novelty (assessing the difference between the

perception of an individual and his experience) (Ma et al., 2013); certainty

(analysis of the apparent probability of a specific outcome and its effect on

the emotions of the buyer) (Roseman, 1984), and appetitive goal (judging

the degree to what extent the goal has been achieved) (Hosany, 2012).

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 Afshan Kirmani’s theory shows that there are factors that influence

customers’ experience from online advertisements they see on sites and

apps that attracts them to pursue buying from shops online. This leads to

the connection of how customers are attracted to the advertisements they

commonly see.

Statement of the Problem

This research aims to recognize the different online advertisements’

that affect Senior High School students of Arellano University – Andres

Bonifacio Campus in the School Year 2021-2022.

Specifically, it answers the following questions:

1. What are the effects of online advertisement on the respondent’s

shopping decision?

2. How often do respondents purchase products after seeing an

advertisement online?

3. What kind of advertisement do respondents watch online?

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 4. How can social media advertisement influence the decisions of the

respondents in shopping online.

Significance of the Study

This study tackled the different online advertisements that affect

shoppers. It gives knowledge about advertisements on online shopping

sites that can encourage shoppers to buy things online, which also affects

their budget for their daily living. This study is believed to be significant for

the following:

To Shoppers/Customers

The benefit of this research to students, as they are online shopper

subjects of the study, is that they can notice and be aware of how they can

manage their shopping experiences and expenses, whether they need the

item or just wants the item. As students become more knowledgeable

about this matter, they begin to assess themselves to budget their money

and be more mindful of what they are doing while on the phone.

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To Shopping Sites’ Graphic Designers and Sellers

This study will be a big help to know how your business is going through

and in terms of persuading people to buy items online, it has become

operational and easy to ask for items in just one click.

To Future Sellers

As for sellers, this study results in good advertising that attracts buyers

to purchase items from a specific shop. The development of advertising

and populating items you’re selling will also hop in the trend.

To Future Researchers

For future researchers, the study aims to acknowledge how

advertisements fascinate shoppers to buy what sellers are selling. This also

signifies advertisements’ effectiveness in the eye of respondents.

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Scope and Limitation

This study is focused on how advertisements affect the online shopping

decisions of Senior High School students in Arellano University – Andres

Bonifacio Campus from the school year 2021-2022. Though they have

different priorities that are residing on how they shop online, this study

stressed only how they are encouraged by the advertisements online.

The analysis of the respondents which are the students of AU-ABC

persuading online shopping, however, is only limited to the observation

held during the pandemic in today’s time with the students where shopping

decisions are explained by the informants are tallied. The results and

findings of this research will only be based on the related literature and

studies and data gathered from the different instrumentation used by the

researchers.

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Definition of Terms

The definitions of the following terms used are provided in this paper

which can make the research paper understandable.

Advertisement/s - a notice or announcement in a public medium

promoting a product, service, or event or publicizing a job vacancy.

Consumer/Buyer - a person who purchases goods and services for

personal use.

Encourage - give support, confidence, or hope to (someone).

Online Shopping - the action or activity of buying goods or services via

the internet.

Technology - the application of scientific knowledge for practical

purposes, especially in industry.

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 Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This Chapter includes a review of related literature and studies which

the researchers have perused to shed light on the topic under the study.

Origin of Online Shopping

Michael Aldrich, an English entrepreneur, founded online shopping in

1979. His technique used a domestic telephone connection to connect a

modified household TV to a real-time transaction processing computer.

Because of the several benefits that it provides to both customers and

sellers, internet shopping has become a popular trend among today's

generation. When customers conduct their research online, they are more

likely to purchase a product.

Consumers have discovered various benefits from internet buying,

according to Svonavec (September 2017). Because online retailers are

available 24 hours a day, the issue of a store shutting before a customer

can make it on time is eliminated; consumers do not have to deal with long,

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inconvenient lineups. Because internet businesses have reduced

operational expenses, they can sell items at lower rates, making online

shopping not only faster and more convenient, but also less expensive than

traveling to a physical store. Although there are benefits to purchasing

online, there are several disadvantages to conducting business online.

Backordered products may be extremely frustrating for customers,

especially during the holidays.

Since then, the market has exploded. According to Eshopworld.com, the

country has at least 37.7 million e-commerce consumers in 2018, up from

30 million in 2017. In 2016, it was anticipated that there will be 2 million

people. By 2020, the population is predicted to reach 53.8 million. Despite

its rising popularity, the Philippines is still behind the Southeast Asian area

in terms of e-commerce sales, according to a survey released in May 2018.

(Eshopworld.com).

Entertainment

One of the key factors for developing advertising has been

entertainment. Customers' attention is gained through the use of

entertainment. Consumers are more likely to recall a fascinating and

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entertaining advertisement than a dull one. As a result, it is possible to

assert that entertainment improves the efficiency of advertising. As a result,

many businesses spend a significant amount of money on hilarious

commercials (Mandan, Hossein & Furuzandeh, 2013).

According to previous research, entertaining advertising promotes client

happiness (Chang, 2006). Later empirical investigations corroborated this

claim. Duncan and Nelson (1985), for example, studied how entertainment

in advertisements impacts consumers. They looked at 157 answers to

adverts and discovered that engaging ads can influence consumers. It

persuades customers to accept and consume the goods (Duncan &

Nelson, 1985). Chang (2006), for example, looked at entertaining

commercials and their impact on customer pleasure as well as their

behavioral intentions. He discovered that amusing advertising may

positively boost consumer pleasure, therefore influencing consumer buying

behavior, based on his research of 152 participants.

Social Imaging

Advertisements' impact on people can be drawn to some consumers'

desire to spend money when they are aired on sites, apps, and television. It

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draws the attention of those who will see it. It can reveal the social status of

a product's users, as well as their lifestyle and attitudes. According to

research conducted in 2009, society's impression of beauty and

attractiveness is one of the most important concepts propagated by the

media.

Apart from the beauty sector, the brand "Rolex" is another wonderful

example of a societal image produced completely by advertising. It isn't the

best product on the market, and it doesn't bring much value to one's life in

these days of cell phones. However, millions of people have been drawn to

them as a result of their strategic ad placements. They have targeted elite

athletes and club members, portraying them in their commercials. They've

determined how an ideal consumer of their product lives, including where

they reside, hang out, and so on.

Previous research has demonstrated that stereotyping and categorizing

a certain gender or group of individuals has a significant influence on the

general population. People are under pressure to seem a specific way to

feel accepted. This has the potential to have both beneficial and bad

consequences for society. However, the goal of this study is to see if 'social

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imaging' in advertisements is effective in influencing individuals to buy a

product by appealing to their desire to belong to a certain social class.

Shopping Experience

The shopping experience is one of the most known reasons for

consumers’ shopping decisions. It deals with a variety of feedback on each

product from different distributors. Once good feedback is given to a certain

product and it has proved that it has good quality and performance,

consumers’ will proceed to buy that product because of the assurance that

came from the product’s feedback.

One of the reasons for a positive advertisement is when consumers’

have also tested the product and has been proven to many how it works

and its’ durability.

Online Shopping and Shoppers

The Philippines is one of Southeast Asia's hottest e-commerce

marketplaces, with the Philippines at the top of the list. According to a

report by Ken Research (2014), the Philippines' e-commerce sector would

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rise at a staggering 101.4 percent compound annual growth rate from 2013

to 2018, attributable to increased internet and social media penetration.

Southeast Asia, especially the Philippines, has turned into an internet

shopping gold mine. Many internet shopping malls are currently expanding,

which is proof of this. Lazada is one of Southeast Asia's most popular

online shopping destinations. Tesco PLC, Access Industries Investment AB

Kinnevik, and Verlinvest were among the investors that contributed $ 250

million to the company. Southeast Asia's 600 million consumers are

beginning to utilize smartphone technology to reach businesses online,

according to Tesco (Tesco, March 2014).

According to a study done by Lucero, et. al. (September 2016), there is

a substantial association between customer perception and online buying

behavior among students. It was discovered that the respondent's

impressions of online shopping, as well as their buying behavior, are both

positive. Web developers should integrate elements on their websites

about simplicity, security, rewards, and leisure to maintain their high

perception of online buying. It is critical for online marketers, entrepreneurs,

and businessmen to take into account the fact that students spend more

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time on the internet than adults, and that this aspect will most certainly

boost students' online buying behavior.

Consumer Buying Behavior

Consumer buying behavior refers to the methods involved when

individuals or groups choose, buy, utilize or dispose of products, services,

concepts, or experiences to suit their needs and desires (Solomon, 1995).

A behavior that consumers display in searching for, paying for, using,

evaluating, and disposing of products and services that they think will

satisfy their needs (Schiffman & Kanuk, 2007). It is a convergence of three

social science fields: individual psychology, social psychology, and cultural

anthropology (Ramachander, 1988). A theory that answers what, why, how,

when, and where an individual makes a purchase (Green, 1992); it is

particularly important to study the subject of consumer buying behavior as it

facilitates firms to plan and execute superior business strategies

(Khaniwale, 2015).

In today’s time, people have access to an endless supply of

advertisements. However, they fancy something new, useful, entertaining,

or valuable that grabs their attention. Boring advertisements will not sustain

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in consumers’ minds long enough. It is because the impact of an

advertisement on consumers is important. After all, the impact will lead to

the positive side of how the product is going to be sold.

Familiarity with the Product

In a study, Zajonc (1968) found that exposure to stimuli can increase

fondness for that stimulus regardless of cognitive judgments or contextual

relationships. Essentially, this line of research has proven that impact is a

linear function of exposure frequency logarithm (Harrison, 1977). As a

result, as a person's exposure to a brand grows, so do their affective

reactions to it. It indicates that the more a brand is exposed to

advertisements and campaigns, the more exposure it receives, leading to

increased brand recognition.

According to Zajonc and Markus (1982), familiarity can contribute to a

favorable opinion of a service or thing. When a customer encounters a

familiar service or brand, they may feel a sense of warmth and familiarity.

Consumers get a sense of trustworthiness as a result of their familiarity

with the brand.

Previous studies have all found that customers' perceptions of a brand

shift as a result of their familiarity with it. It has been shown that familiarity

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elicits generally good feelings about a brand in the minds of consumers.

This article will investigate if these psychological shifts finally lead to a

consumer purchasing a product or not.

Spending/Consuming

Advertising expenditure can influence people's purchasing decisions in

the sense that the amount of money spent is connected to the quality and

frequency of advertisements. It may leave a lasting imprint on the

consumer's mind. Advertising is an essential extrinsic cue that indicates the

quality of a product (Milgrom & Roberts, 1986). Heavy advertising spending

indicates that the company is investing in the brand, implying that the

company has made a significant investment and hence has a higher quality

product (Kirmani & Wright, 1989). Furthermore, advertising expenditures

are reliable predictors of both high quality and good buys (Archibald,

Haulman & Moody, 1983).

Consumers began to demand more from a business when a large

quantity of money was spent on ads and other marketing initiatives,

according to previous studies. It gives the impression that the brand's

goods or service is of higher quality. In this study, we'll aim to figure out

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how customers' connections with 'Advertisement Spending' and 'Brand'

influence their purchasing decisions. In other words, we'll try to figure out

how customers feel about advertising expenditure and whether it impacts

their decision to buy a product.

The Philippines is a young, lively consumer market with a lot of room for

expansion. Filipino shoppers value the shopping experience, which they

use not just to buy purchases but also as a family or social activity. Aspiring

Filipino middle-class shoppers regard shopping in modern retail as a

symbol of urban existence. However, the Filipino consumer dislikes

extravagant spending, prioritizes his family life, and is more conformist and

spontaneous than other consumers. By presenting physical beauty and

material items as a path to pleasure and success, advertising has aided in

the growth of consumer society.

While online shopping is growing increasingly popular among young

Filipinos, many still prefer to visit retail locations where they can touch and

feel the products and appreciate the services provided during the

purchasing process. Filipinos are some of the world's most socially

conscientious shoppers. They are prepared to pay more for products and

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services from firms that are devoted to having a beneficial social and

environmental effect, according to 86% of them.

Younger customers have also aided in the significant expansion of

online and mobile internet commerce. Demand for tiny home products is

rising as the number of single-person and smaller households grow. Even

though smaller packets are more expensive than bigger packs, low-income

households prefer to buy things in smaller amounts or weights. Though

also due to the age of most of the consumers, their spending habits are

tighter than adults’ consuming decisions. Due to the attraction of

consumers, even young ages buy online because of how it is portrayed on

air, and also how they usually see it in video advertisements, product

reviews, and promotional videos.

Maheshwari, Seth & Gupta (2016) in their article “An empirical approach

to consumer buying behavior in the Indian automobile sector". Industrial

and Commercial Training, 48 (3), 156-162. Retrieved from

https://tarjomefa.com/wp-content/uploads/2017/08/7344-English-

TarjomeFa.pdf

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 Kumar & Raju (2013) in their paper “The Role of Advertising in

Consumer Decision Making”. Journal of Business and Management, 14 (4),

37-45. Retrieved from https://www.iosjournals.org

Ha, John, Swinder & Muthaly (2011), in their research paper "The

effects of advertising spending on brand loyalty in services". Brand Loyalty

in Services, 45 (4), 273-291. Retrieved from

https://www.researchgate.net/publication/235320209_The_effects_of_adve

rtising_spending_on_brand_loyalty_in_services

de Leon (1985), "Historical Perspective in Consumer Research: National

and International Perspectives”. SV - Historical Perspective in Consumer

Research: National and International Perspectives | 1985, 173-181

Retrieved from

https://www.acrwebsite.org/volumes/12139/volumes/sv05/SV-05

Agulo, Agno, Andres Jr., Carandang, Rugay, Umali, Ceradoy, An (2015)

“Customer Satisfaction on the Quality Services of one Department Store in

Batangas City, Philippines”. Asia Pacific Journal of Academic Research in

Business Administration, 1 (1), 1-10. Retrieved from

https://research.lpubatangas.edu.ph/wp-content/uploads/2015/04/APJARB

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A-2015-1-001-Customer-Satisfaction-on-the-Quality-Services-of-one-

Department-Store-in-Batangas-City.pdf

Chapter III

RESEARCH DESIGN AND METHODOLOGY

The research method, sampling techniques, and research

instruments that will be employed in the study are all described in this

chapter. This comprises data collection processes.

Research Method

The historical research method was used to gather and evaluate the

data. The majority of historical research approaches include gathering data

from primary and secondary sources. While there are variations between

both sources, organizations and institutions can utilize them to analyze

historical events and give the full context.

Subjects of the Study

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 The majority of Arellano University – Andres Bonifacio Campus students

are from Pasig and nearby cities. Some of the 22 students from STEM,

ABM, ICT, HUMMS, Tour Guiding, and GAS are chosen to participate.

Name, Grade Level, and Strand/Section are all used to characterize them.

Sampling Technique

The used technique is convenience sampling. The goal of convenience

sampling is to get a sample of readily available goods. Respondents are

often picked because they happen to be in the right location at the right

time. The focus of this discussion is on convenience sampling, which is a

non-probability method of sampling. Non-probability sampling methods are

less objective than probability approaches, and it is a sort of sampling in

which the researcher selects, refers to, or self-selects participants rather

than having each member of a target population engage in a study.

Participants had to be AU-ABC students. This was an essential criterion as

the aim of the study was to explore the effects of advertisements on

consumers’ shopping decisions.

Research Instrument

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 The data for this study were collected using an automated interview

form from Google. It contains how advertisements affect consumers’

decisions, what kind of advertisements they see online, and how often they

purchase products online. The instrument would aid in the validation of the

findings; the results of the instruments would converge to offer the

research's conclusion. The information obtained was tallied and collated to

compare the pupils' perspectives. Later analyses were carried out as a

result.

Validation of Instrument

The questionnaire has previously been evaluated by professionals since

it was changed. However, before adopting the interview questions, expert

advice was requested. Their recommendations and criticisms aid the

researcher in refining the questionnaire before its dissemination; the

questionnaire was reviewed by an expert for revision.

Data Gathering Procedure

The first step is to conduct the interview. The questionnaire was sent to

the respondents after securing permission. Gathering data through an

interview, the researchers ran a practice survey to determine the strengths

and shortcomings of the real interview. The interview instrument was

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altered as a result of the mock interview. To collect pertinent data, copies of

the updated questionnaires were circulated. After they finished replying, the

instrument was recovered.

Chapter IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

The qualitative data depicting the effect of internet ads on purchase

decisions as viewed by Arellano University – ABC Students are presented

in this chapter. The data was analyzed to show how internet ads influence

students' purchasing decisions. The students were asked to assess how

commercials had influenced their purchasing decisions.

SOP 1. What are the effects of online advertisement on your shopping

decision?

As stated by Comia (2022), the impact of various types of internet

advertising aids in the formation of certain attitudes, beliefs, and

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perceptions in internet users. When they see online advertisements

regularly, it may influence their purchasing decision to some extent.

Therefore, the influence of various forms of online advertising contributes

to the construction of specific attitudes, beliefs, and perceptions among

internet users. They may be influenced to some extent by internet

advertising if they encounter them frequently.

SOP 2. What does attract you on pursuing online shopping?

As mentioned by Calangian (2022), The Advertisements wherein the

things that you need appear on different social media platforms and in

online shopping applications, target the buyer's desire.

The wide variety of online platforms that people use every day shows

different types of advertisements. Advertisements like these are commonly

shown on online shopping applications, social media applications, and

other mobile games.

SOP 3. How do advertisements affect your behavior?

A successful advertisement will increase sales as well as brand

awareness. Even though advertisements do not provide what consumers

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require, advertisements are a great way for consumers to learn about the

products or services that they do require. Understanding how advertising

affects consumer behavior will enable you to create advertisements that

are more powerful and memorable than ever before. (Comia, 2022)

As a result, providing a much stronger and more comprehensive

advertisement, that could easily persuade or swoop your target market into

your favor can potentially make your sales skyrocket. Because the buyers

are reliant on the visual representation of the product and actual

application, advertisements will come in handy for this situation at hand.

SOP 4. What kind of advertisement do you watch online?

As stated by De Leon (2022), maybe those advertisements are

essentially trendy or those that fit the generation it is in. But definitely, it is

mostly dependent on the category.

Furthermore, advertisements should not only be there for the product

to be highlighted. But of course, it must also be timely and relevant for

different generations since advertisements are widespread on different

social media platforms, and various people are bound to witness the said

advertisement, so it is very crucial to research and deeply assess your

target market.

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SOP 5. How often do you purchase products after seeing an

advertisement online?

As stated by Limbo (2022), I think it is determined by the quality of the

advertisement. If the advertisement is nice, I will buy the product; if it is not,

I will never return to that store and purchase their products.

On that account, advertisements play a crucial role in the consumers’

decision to potentially purchase the product itself. Inferring that if an

advertisement manages to convince someone that a certain product is of

high value, more buyers are going to put their trust and money in the said

product.

SOP 6. How can social media advertisements influence your

decisions in shopping online?

According to Calangian (2022), Social media advertisement is much

more influential because people are more on social media platforms rather

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than spending time shopping online applications, I believe that social media

advertisement helps the shopping online applications.

For that reason, social media platforms are the most highly

recommended media outlet to highlight and showcase a product’s

possessed value in the form of an advertisement. The convenience that

social media brings to the buyers is something that must be delivered for

the product to thrive.

CHAPTER V

SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

SUMMARY

The qualitative data describing the effect of online ads on purchase

decisions as seen by Arellano University - ABC students are presented in

this chapter. The data was examined to demonstrate how internet ads

influence students' purchasing decisions. The students were asked to

evaluate how advertising influenced their shopping decision.

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1. What are the effects of online advertisement on your shopping

decision?

According to Comia (2022), the impact of various sorts of internet

advertising assists in the information of specific attitudes, beliefs, and

perceptions in internet users. When they see internet advertisements

frequently, it may affect their purchasing decision. As a result, the

incorporation of various forms of online advertising helps the formation of

specific attitudes, beliefs, and preconceptions among internet users. If they

are exposed to online advertising regularly, they may be persuaded to

some level.

2. What does attract you on pursuing online shopping?

According to Sean, the procedure of internet buying is the most

appealing to him. It is far more convenient than going to malls and

meandering around looking for what you want to buy. Online shopping

gives you easy access to everything, from selecting what goods to buy to

comparing costs and quality, to checking out and having them delivered to

your location.

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3. How do advertisements affect your behavior?

According to Ms. Angel, an effective commercial will boost both sales and

brand awareness. Even though advertisements do not deliver what

customers desire, they are an excellent means for customers to learn about

the items or services that they do require. Understanding how advertising

influences customer behavior will allow you to produce more compelling

and memorable advertisements than ever before.

4. What kind of advertisement do you watch online?

According to Vernice, the most frequently researched elements that have

been proven to be effective in drawing viewers to an advertisement are the

relevance of ads and their pure enjoyment to customers.

5. How often do you purchase products after seeing an advertisement

online?

90 percent of consumers are persuaded to purchase after seeing an

advertisement. Customers make purchases after seeing or hearing an

advertisement on television (60%), in print (45%), online (43%), or on social

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media (42 percent ) and Angelyn believes that is determined by the quality

of the commercial. If the commercial is appealing, I will purchase the

product; if it is not, I will never return to that store and buy their stuff.

6. How can social media advertisement influence your decisions in

shopping online?

Advertisements have the capacity to catch consumers' attention, increasing

their perception and building a belief in the brand and its goods. If a

consumer has a positive perception and belief in a product, he or she is

almost guaranteed to purchase it. Friends' social media posts affect 81

percent of consumers' shopping decisions. (Forbes) 66 percent of

consumers were encouraged to buy from a new brand after seeing

photographs of other consumers on social media (Stackla). Consumers are

71% more inclined to purchase as a result of social media referrals.

CONCLUSIONS

1. Comia has had the experience of believing that advertising can

negatively impact our decisions.

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2. Sean stated that purchasing something online is simple. That is

something you would like to purchase. Everything you want or need may

be purchased quickly and easily using your apps. Apps where you can

purchase stuff.

3. They will reveal their products before to delivering them. If their goods is

defective, you can return it to the owner or their store for a refund.

4. According to Venice, the type of commercial we can see is one that

makes us chuckle since it will inspire us to buy their product.

5. So, if your ad is well or elegantly designed, there is no way that no one

will purchase the things or products.

6. As well as their viewpoint. They will buy if the advertisement is well-

crafted and the product is good, not just on social media.

RECOMMENDATIONS

After thorough assessment and considering foregoing findings and

conclusions of the study, the following recommendations are presented:

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 1. Advertisements are undeniably effective way to attract your target

audience; it holds interest and arouse desire to the heart of the consumers,

but not all advertisements are effective due to lack of guidelines. To make

an effective advertisement, researchers recommend that you need to have

a good marketing strategy that is professional, connects to people,

emotional appealing, credible and competitive.

2. There are tons of way on how to advertise your products or services

through digital advertising, media relations or the most promising social

media platforms wherein consumers are intact with social media presence.

Performing a good profile, create engaging contents, build a community

and seek your customer's wants and needs.

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 CHAPTER 4

REPRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter includes the presentation, analysis, and interpretation of

data that have been gathered from the questionnaires distributed to the

respondents. This chapter also contains the presentation of data in tabular

form along with their corresponding interpretations.

The presentation and organization of the collected data are presented

in this study. Based on the information received from the surveys, it came

to its conclusions. The study's findings were tabulated for presentation, and

the researchers provided their interpretation.

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Presentation of Data

Profile of the Respondents

The graph presents the distribution of respondents according to their grade

level and section.

There are 32 respondents in each specialization that answered the

questionnaires. Majority of them are from 11 – ICT 4 gathering 40.6% of

the total number of respondents

Distribution of Grade Level and Section

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Distribution of the Use of Computer

The graph presents the distribution of respondents according if they use

computer. This graph only indicates that most of the respondents use

computer with 75% and there is only 25% that does not.

Distribution of the Use of Computer

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Distribution of the Often Use of Computer

The graphs presents the distribution of respondents according to their

often use of computer. This graph only indicates that most of the

respondents sometimes use computer with 62.5% and both students who

always and never use computer are 18.8%.

Distribution of the Often Use of Computer

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Distribution of Use of Data / Internet

The graph shows the responses based on how they use data and the

internet, and it only shows that the majority of respondents who are

students are 100% in favor.

Distribution of Use of Data / Internet

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Distribution of the Often Use of Data / Internet

The graph shows how respondents are distributed based on how they

use data and the internet. It merely shows that the majority of respondents

always have a response rate of 78.1% and that one other respondent

sometime has a response rate of 21.9%.

Distribution of the Often Use of Data / Internet

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Distribution of Gadget Requirement of Internet Access

The graph presents the distribution of respondents according to their

employment status. This graph only indicates that all of the gadgets used

by the respondents requires internet access.

Distribution of Gadget Requirement of Internet Access

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Distribution of the Use of Internet to Finish Tasks

The graph presents the distribution of respondents according to their

use of internet to finish tasks. This graph only indicates that most of the

students always use internet with 56.3%, some use it often with 37.5%, and

other use it sometimes and rarely with 3.1%

Distribution of the Use of Internet to Finish Tasks

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Distribution of How Slow Internet Affects Computer Tasks

The graph presents the distribution of respondents according if does

slow internet affects their computer tasks. This graph only indicates that

most of the respondents are affected with slow internet with their computer

tasks with 84.4% and others are not with 15.6%

Distribution of How Slow Internet Affects Computer Tasks

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Distribution of Timely Slow Internet Affects Tasks

The graph presents the distribution of respondents according to how

often does slow internet affects them from doing their tasks. This graph

only indicates that most of the respondents are sometimes affected with it

with 50%, there are only 18.8% that are always affected by it and 21.9% of

often affected to it.

Distribution of Timely Slow Internet Affects Tasks

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Distribution of How Hard to do Tasks Without Proper

Gadgets/Equipment

The graph presents the distribution of respondents according if is it hard

to do tasks without proper gadgets/equipment. This graph only indicates

that most of the respondents agree with 46.9% and some strongly agree

and are neutral with 21.9%.

Distribution of How Hard to do Tasks Without Proper

Gadgets/Equipment

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How Hard it is for Respondents to do tasks without Proper

Gadgets/Equipment

This graph presents the distribution of respondents according to the

hardness of doing tasks without proper gadgets/equipment. This graph only

indicates that most of the respondents rated 8 with 25%, there are only 5

who seemed to be having a tough time with 15.6% and 6 with 18.8%. is

kind of hard with doing tasks without it.

How Hard it is for Respondents to do tasks without Proper

Gadgets/Equipment

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Distribution of Financial Stability on doing Computer Tasks

The graph presents the distribution of respondents according to how

their financial stability affects them from doing their computer tasks. This

graph only indicates that most of the respondents are affected with 56.3%

and some are not with 43.8%.

Distribution of Financial Stability on doing Computer Tasks

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Distribution of Not Having Proper Gadget on Doing Tasks

The graph presents the distribution of respondents according their

experience on not having the proper gadget when doing their tasks. This

graph only indicates that most of the respondents do suffer with 84.4% and

some do not with 15.6%.

Distribution of Not Having Proper Gadget on Doing Tasks

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Distribution of Specification if Gadgets Meets Minimum Requirements

with Needs

The graph presents the distribution of respondents according if does

their gadget meets the minimum requirement of the tasks they need to do.

This graph only indicates that most of the respondents answered yes with

78.1% and others answered no with 21.9%.

Distribution of Specification if Gadgets Meets Minimum Requirements

with Needs

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Distribution of Timely Availing Load / Data

The graph presents the distribution of respondent according to their

buying load or data just to finish school related tasks graph only indicates

that most of the respondents are always with 59.4% there is one other of

respondents are 40.6% with no.

Distribution of Timely Availing Load / Data

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Distribution of the Ability to Finish Computer Tasks

The graph presents the distribution of respondents according if they

can finish their computer tasks immediately if they have the proper devices.

This graph only indicates that most of the respondents answered yes with

78.1% and there is only 21.9% of respondents that answered no.

Distribution of the Ability to Finish Computer Tasks

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Treatment of Data

After the data was acquired by the researchers, it was assembled,

categorized, arranged, and tallied. In order to respond to the questions

presented in the study, they were statistically processed. The frequency

distribution, percentage, ordinal scale, and weighted mean were the

statistical techniques used.

1. A data arrangement that demonstrates the frequency of various values

or groups of variables is known as a frequency distribution. The formula

should be used to calculate the percentage of each provided piece of data.

FORMULA: P = (f/n) x 100

Where: P = percentage, F = frequency, and N = number of respondents

2. A weighted mean is a subset of an average. Some data points carry

greater weight than others when calculating the final mean, as opposed to

all data points carrying the same weight. 2014 (Andale)

Formula: x̅ = ∑[( 𝑓)( 𝑤)] / 𝑛

Where: x̅ = weighted mean, F = frequencies to the given, W = weights, and

n =total number of respondents

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Analysis and Interpretation of Data

This study presents the Analysis and Interpretation of the gathered data.

Based on the information received from the surveys, it came to its

conclusions.

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