Name: Regin Patac MM 312: Marketing Research

Ainar Cortez 3 BSBA (MM) – B1

Mohaina Bansil

WORKSHEET #1

I. Proposed Title
“The Effect of the Social Media as a Marketing Tool in Consumer Purchasing Decision in
Koronadal City”

II. Justification
E-commerce has expanded significantly in recent years and has taken on a greater
significance in our day-to-day lives, particularly in light of the Covid-19 pandemic. Social media
marketing plays an important role in generating leads and thus increasing sales to the businesses.
A survey by Socialmediatoday revealed that 71% of social media users are more likely to
purchase products from brands that they are connected on social media websites.
With the present boom in the internet business industry, this is a terrific opportunity for us,
as aspiring marketing management graduates, to learn more regarding how social media as a
marketing tool can impact the consumer purchasing decision and to reach new learning levels.

III. Significance of the Study

This study will be significant to the following:
To the Customers. This study will serve as an eye-opener to the customers on how social
media as a marketing tool may affect their usual purchasing decision patterns.
To the Sellers/Resellers. This study will make them understand the factors that affect
consumer purchasing decisions.
To the Community. This study will help the community in opening each individual’s mind
on how the emerging digital economy influences the people on their purchasing decisions.
To the Future Researchers. This study may help future researchers as they can use the
findings of this study as a guide for doing research on consumer purchasing decision.

IV. Research Design and its Justification

Statement of the Problem Sources Data Instrument Data Literature
of Data Gathe Used Analysis
ring
1. To determine the Primary Survey Survey Frequency Demographic Survey
demographic profile of Data Questionnaire Percentage Questions: What they are
the respondents in terms and Why you Need them.
of: (n.d.). Survey Monkey.
a. Age https://www.surveymonke
b. Gender y.com/mp/gathering-
c. Status
 demographic-information-
from-surveys/

2. To determine the impact Primary Survey Survey Weighted Gibson, N. (2018). An

of social media as a Data Questionnaire Mean Analysis of the Impact of
marketing tool in Social Media Marketing on
consumer purchasing Individuals’ Attitudes and
Perceptions at NOVA
decision in Koronadal Community College. ODU
City in relation to: Digital Commons.
a. Consistency of https://digitalcommons.odu.ed
Posts u/cgi/viewcontent.cgi?article=
b. Type of Content 1588&context=ots_masters_p
Posted rojects
c. Customer
Engagement The Importance of
d. Online Consistency in Social Media
Marketing (2022, December
Promotions 20). Amire.
e. Timing of Posts https://www.amire.com.au/blo
g/the-importance-of-
consistency-in-social-media-
marketing/#:~:text=The%20i
mportance%20of%20consiste
ncy%20in%20social%20medi
a%20marketing%20cannot%2
0be,the%20opposite%20is%2
0also%20true.

Miller, S. (2023). What is

Customer Engagement?
Definition, Benefits, and
Strategies for Success.
Outreach.
https://www.outreach.io/resou
rces/blog/what-is-customer-
engagement

3. To determine the Primary Survey Survey Correlation

significant relationship in Data Questionnaire Analysis
the social media as a
marketing tool and
consumer purchasing
decisions in Koronadal
City across profile.
Name: Regin Patac MM 312: Marketing Research
Ainar Cortez 3 BSBA (MM) – B1
Mohaina Bansil

WORKSHEET #2

Title # 1: “The Impact of Social Media as a Marketing Tool on Purchasing Decisions (Case Study
on SAMSUNG for Electrical Home Appliances)”
Author: Walid Nabil Iblasi, Dr. Donajah M.K. Bader, Sulaiman Ahmad Al-Qreini
Date Published: January 2016
Publisher: International Journal of Managerial Studies and Research
Purpose Methodology & Research The Method of Major Conclusion
Procedure Analysis
The purpose of this paper The researchers collected the Hypothesis The result showed
was to investigate the information from SAMSUNG Testing, that all members of
impact of social media as customers through designing a Cronbach Alpha the study sample with
a marketing tool on questionnaire according to the Test different percentages
Purchasing Decisions. goals and hypothesis of the spend long time using
paper. The questionnaire was social media websites
distributed to a sample of (93) which indicates that
in 3 branches of SAMSUNG these websites are
Company. fertile and rich place
to practice E-
marketing and to
influence the
consumers
purchasing decision.
Reference: Iblasi, W. et.al., (2016). The Impact of Social Media as a Marketing Tool on
Purchasing Decisions (Case Study on SAMSUNG for Electrical Home Appliances).
International Journal of Managerial Studies and Research.
https://www.arcjournals.org/pdfs/ijmsr/v4-i1/2.pdf

Title # 2: “The role of digital marketing channels on consumer buying decisions through eWOM”
Author: B Kurdi, Muhammad Alshurideh, Iman Akour, H Alzoubi, Bader Obeidat, Ahmad
Alhamad
Date Published: September 2022
Publisher: International Journal of Data and Network Science
 Purpose Methodology & Research The Method of Major Conclusion
Procedure Analysis
The study addressed the A quantitative research Quantitative The results revealed
role of digital marketing approach was used to achieve Research the significant effect
channels by using some study objectives and examine Approach and role of all digital
applications (such as the hypothesized research marketing channels
online advertising, social framework by using a on the consumers
media, emails marketing, customized survey buying decisions,
and websites search questionnaire in the retailing with the moderated
engine) to be examined sector. A total of 255 valid role of the eWOM on
on the consumer buying responses were considered for the effect of digital
decisions with a further analysis by using marketing channels
mediating effect of the SmartPLS3 software to on consumer buying
eWOM. conduct the key analyses. decisions. The study
offers additional
contributions to the
existing literature and
supports the
assumptions to
provide a better grasp
about the study topic.
Reference: Kurdi, B. et.al., (2022). The role of digital marketing channels on consumer buying
decisions through eWOM. International Journal of Data and Network Science.
https://www.researchgate.net/publication/361921075_The_role_of_digital_marketing_channels_
on_consumer_buying_decisions_through_eWOM_in_the_Jordanian_markets

Title # 3: “Role of Social Media Marketing Activities in Influencing Customer Intentions: A

Perspective of a New Emerging Era”
Author: Khalid Jamil1, Liu Dunnan1, Rana Faizan, Gul1 Muhammad, Usman Shehzad, Syed
Hussain, Mustafa Gillani, Fazal Hussain Awan
Date Published: January 17, 2022
Publisher: Front. Psychol
Purpose Design/Methodology The Method of Result
Analysis
The aim of this study is The participants in this study Hypothesis Results show that
to explore social media were experienced users of two Testing SMMAs have a
marketing activities social media platforms significant impact on
(SMMAs) and their Facebook and Instagram in the intentions of
impact on consumer Pakistan. A self-administered users. Furthermore,
intentions (continuance, questionnaire was used to social identification
participate, and collect data from respondents. mediates the
purchase). This study We used an online community relationship between
also analyzes the to invite Facebook and social media
mediating roles of social Instagram users to complete the activities and
questionnaire in the designated satisfaction, and
 identification and online questionnaire system. satisfaction mediates
satisfaction. Data were collected from 353 the relationship
respondents, and structural between social media
equation modeling (SEM) was activities and the
used to analyze the data. intentions of users.
Reference: Jamil K, Dunnan L, Gul RF, Shehzad MU, Gillani SHM and Awan FH (2022) Role
of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a
New Emerging Era. Front. Psychol. 12:808525. doi: 10.3389/fpsyg.2021.808525

Title # 4: “The Influence of Social Media Marketing on Customer Purchasing Behavior of

Senior High School Students”
Author: John Harri Cabales, Ninn Kenrich Carungay, Kc Kyla Legaspi, Rhea Jay Bacatan,
Jovenil Bacatan
Date Published: October 15, 2023
Publisher: Journal of Research in Business and Management
Purpose Design/Methodology The Method of Result
Analysis
The primary goal of this The study used a non- Mean, Person There is a positive
research was to experimental quantitative Product-Moment strong relationship
determine the influence research design to gather Correlation between social media
of social media information concerning the Coefficient marketing and
marketing (SMM) on social media marketing and (Pearson-r) and customer purchasing
the customer purchasing customer purchasing behavior Multiple Linear behavior. It was also
behavior (CPB) of of SHS students of UM Regression found out that quality
senior high school Peñaplata College. Analysis content as a domain
(SHS) students of social media
marketing best
influences customer
purchasing behavior.
Reference: Cabales, JH. Et.al., (2023). The Influence of Social Media Marketing on Customer
Purchasing Behavior of Senior High School Students. Journal of Research in Business and
Management. https://philarchive.org/archive/CABTIO-5

Title # 5: “Impact of Social Media Marketing on Consumer Decision Making”

Author: Nitya Agarwal, Pooja Modi, Anushka Bhattacharya, Haripriya Vallabhaneni
Date Published: October 2018
Publisher: International Journal of Management and Commerce Innovations
Purpose Design/Methodology The Method of Result
Analysis
The main aim of this This study consists of 105 ANNOVA, By the analysis of this
research is to study the respondents of varied age group Correlation and study, it is evident that
 effects of social media to understand whether social Frequency social media
marketing on media marketing has an impact Diagrams marketing has an
consumer’s decision on purchase decision making. impact on the
making for complex consumers which is
purchases. an important aspect
for the marketers but
it becomes equally
necessary to have
transparency with
respect of the
information that is
being shared online.
As the study states
that consumer
purchase decision
making is affected by
the advertisements on
the social media
platforms, it can be
used by the marketers
by further enhancing
their advertisements.
Reference: Agarwal, N. et.al., (2018). Impact of Social Media Marketing on Consumer Decision
Making”. International Journal of Management and Commerce Innovations.
https://www.researchpublish.com/upload/book/Impact%20of%20Social%20Media-7140.pdf