The Impact of Facebook Marketing on Purchasing Behavior of

TLGA Junior High School Students

In Partial Fulfillment in

Practical Research 2

Submitted by:

ALBAY, John Andrey

ARELLANO, Faith V.

MEDRANO, Rissa Mae K.

MISTA, Jan Reymond

MOJARES, Jasper Kyle Marco D.

REGLOS, Marie Nhelle K.

SUNTO, Kelly Ayn L.

TEMPLO, Ychie Nazarene

VILLARUEL, Andrei Laurence

Submitted to:

Ms. Sofia Yasmin M. Ventura

2022
 ACKNOWLEDGEMENT

First and foremost, praise and thanks to God, the Almighty, for giving us strength

and patience throughout our research paper, and being able to complete it successfully.

We would like to express our deep and sincere gratitude for our Practical

Research 2, Miss Sofia Yasmin M. Ventura, who is also our adviser in our section, for

allowing us to learn the process of doing research and providing invaluable guidance

throughout this project. Her dynamism, vision, and sincerity have deeply inspired us. She

taught us the methodology to carry out the research and to present it as clearly as

possible. It was a great privilege and honor for us to work and study under her guidance.

We are extremely grateful for what she has offered. I would also like to thank her for her

empathy and great sense of humor. We would like to extend our heartfelt thanks to her

husband and family for their patience and acceptance during the discussion we had with

her on research work and preparation.

We are extremely grateful to our parents for their love and support, for their

prayers, care, and sacrifices, especially for giving us the chance to learn and study which

would help us shortly. We, the ABM Group, are extremely thankful for their understanding

and nonstop support which inspired us to do well not only in this research but in our

academic performances in general. We truly appreciate each and every one of you.
 CHAPTER I

THE PROBLEM AND ITS BACKGROUND

This chapter presents the introduction, statement of the problem, scope and

delimitation, and the significance of the study.

1.1. Introduction

Facebook is a free social networking Web platform that promotes and

facilitates interaction between friends, family, and colleagues. Facebook was founded in

2004 by Mark Zuckerberg and several Harvard University classmates. Facebook is an

extremely effective location for businesses, mainly consisting of over 2.934 billion users

as of July 2022. It is one of the useful resources where people could easily attract clients

by simply posting a status that could be interesting for others. However, buyers’ and

sellers’ relationships could be a problem since some sellers are tricksters and frauds

which also affect other people's trust.

Nothing beats Facebook's advertising tool for targeting. Facebook

advertisements typically rely specifically on a business's products or services. Advertising

on the Facebook platform has evolved into a must-have strategy for businesses all over

the world. Facebook still holds a top spot as the best social media advertising platform by

a significant margin, while encountering a competitive market in the advertisements from

other social media platforms like Instagram, YouTube, etc. Facebook provides marketing

and advertising chances, unlike any other platform due to the millions of users that log in

daily and the constant addition of new users.

Social media has become increasingly important in people's lives in recent

years. Facebook marketing has had a big impact on consumers and students in the

Philippines, an emerging economy with a substantial market that has a lot of potentials to

profit from the fastest-growing digital marketing industry. For this reason, researchers are

interested in finding out how Facebook affects The Lipa Grace Academy’s Junior High

School students’ decisions to buy particular products.

Fazal Ur Rehman (2013) studied the “Effects of Facebook advertisement and

Facebook environment on buying behavior of young consumers, while moderating effects

of gender”. The study used a quantitative approach to collect data through questionnaires

based on surveys. The collected data were analyzed through stepwise regressions.

Results indicated that Facebook advertisements and the Facebook environment have

significant effects on buying behavior of young consumers, while gender has a

moderating effect on the Facebook advertisement and no moderating effect on the

Facebook environment. Further, it was noted that females have negative perceptions

toward the Facebook environment as compared to males.

Since the pandemic halted the journey of lives in early 2020, the percentage of

students using Facebook increased even more. Moreover, countless people have lost

their jobs, and some businesses have experienced a loss in sales, which leads them to

close their businesses temporarily or permanently. Some businesses have also

decreased their salaries for their employees, which has led some people to look for a new

source of income or sideline, which is online selling. When we have just bought stuff

online and it meets our expectations, we could not resist the habit that follows, particularly

the addiction to purchasing different and new products that capture our interest. As most

people become interested in online shopping, those people who want to help their parents
financially and earn at an early age are taking this chance to create their businesses. As

a result, online shopping via Facebook marketing or other online platforms has grown in

popularity as a go-to shopping option for students.

The marketing trend has changed and now businesses are moving towards social

media advertising. There are several vital social media sites. However, this study focused

on Facebook marketing. While many businesses in the Philippines are now suffering due

to the pandemic, Facebook marketing plays an important role in consumer purchasing

behavior. Therefore, the objective of this study is to examine the role of Facebook

advertising on purchase intention. Thus, this study will examine the impact of Facebook

marketing on purchase intention among The Lipa Grace Academy's junior high school

students. The scope of this study preferred to collect the data from The Lipa Grace

Academy on different grade levels in junior high which is from Grades 7 to 10. Students

of this school were considered the respondents. Collected data will be analyzed. Then,

the study will reveal that Facebook marketing is significantly related to how effective

advertising on Facebook is and what the effects of it are on the said respondents.

Student engagement on Facebook marketing has been continuously rising. Since

this study is related to one of the behaviors that students are developing nowadays, the

researchers aim to focus on it. The researchers also used their personal experiences as

a basis for their research, as they are customers who frequently engage in Facebook

marketing and make purchases through it.

1.1.2. Statement of the Problem

This study aims to analyze the impact of Facebook marketing on the purchasing
behavior of Junior high school students at The Lipa Grace Academy. Especially, it seeks

to answer the following:

1. What is the profile of the respondents in terms of:

1.1. Age

1.2. Frequency of using Facebook

1.3. Frequency of encountering Facebook Marketing Ads

1.4. Frequency of purchasing products through Facebook Marketing Ads

2. How do advertisements on the Facebook platform influence the Junior High School

purchasing behavior at The Lipa Grace Academy?

3. What suggested solution can be adopted in controlling buying behavior of the Junior

High School students at The Lipa Grace Academy?

1.2. Scope and Delimitation

This study focuses on how Facebook Marketing affects Junior High School

students from Lipa Grace Academy. Facebook Marketing nowadays has been a great

tool for a lot of businesses in which the strategy has been doing well hence, the

researchers would like to gather information about its influence on students. This research

can also help students to be responsible in buying from Facebook Marketing and to be

aware of how Facebook Marketing works.

The created question will be used by the researchers to gather data and to assess

how the marketing strategy was able to affect the student’s behavior. The information

gathered by the researchers will then be used to analyze the study.

There will be chosen students from Grades 7 to 10 of the Junior High School
of Lipa Grace Academy will be the respondent. These are students who are Facebook

users. This study was limited to Facebook users, and the student encountered Facebook

marketing. These are people who have been using Facebook for a long time and have

bought into Facebook marketing. The result of this study will be able to help businesses

to maximize Facebook Marketing but most of all, the students will be more responsible

buyers in the future.

1.3. Significance of the Study

Buying online is a habit most people nowadays have. It is either one of their

ways of reducing stress or getting a new item and joining a trend. Since Facebook has a

billion users, it is without a doubt that this app already markets thousands of items online

that many people have already bought. Facebook Marketing is more effective and

influential while making their purchase decision. It is for this reason to study how social

media like Facebook marketing influences the buying behavior of students. Moving

forward, knowing these students' buying behavior is a major thing since it will help us, the

researcher, know the benefits and the detrimental effects of this on the students. Since

buying online is a normal thing in society and in the time we are in right now, it seems to

do so has its own corresponding outcome for the buyer. Student. The study's findings

would benefit and encourage people to create and act on the behavior that they have

demonstrated in terms of purchasing various products that piqued their interest in

Facebook Marketing.

Community. It will help to give ideas to people, particularly students, about Facebook

marketing. It will also help people understand how Facebook marketing influences the

buying behavior of the junior high school students of The Lipa Grace Academy.
Parents. As parents, our study will give them a brief overview of how it affects themselves

as well as their children. By doing so, they’ll be aware of the effect of buying online.

Facebook Users. Every Facebook user who likes a page will get to see any content a

business posts, and be notified of posts through their news feed. If they are engaged by

that content, they may comment on it, or like that item.

Future Student Researchers. It will help future researchers; it will be their guide and

give ideas. They also need it so that they know the influence of Facebook Marketing on

people. It will also help to teach a lesson to each other and see what effect it has on

people.
 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the review of related literature, review of related studies,

theoretical and conceptual framework, hypotheses of the study, and the definition of

terms.

2.1. Review of Related Literature

2.1.1. The purpose of the Literature Review

The main purpose of this chapter is to collect and study all reliable articles relating

to the study topic. Also, this chapter demonstrates the preparedness to complete the

research. It also seeks to provide readers with a comprehensive knowledge of the

research. Furthermore, it is to gain valuable insight into the phenomenon under

investigation. The literature review will help the researcher recognize other researchers

who have engaged in investigating the same phenomenon (Edu, 2018).

2.1.2. The scope of Literature Review

This chapter involves the study's main variables (Facebook Marketing, Students'

buying behavior) and any other terms related to the variables. This chapter will also

provide a variety of literature to allow the researchers to validate their research. It will

include the relevant facts that the research needs in order for it to be more credible and

beneficial to its readers.

2.2. Facebook Marketing

Facebook is no longer just a social media platform; it has been identified as one

of the industry's trending marketing elements according to Ramsaran-Fowdar & Fowdar

in 2013. Also, a better knowledge of consumers about a product belongs to higher activity
on Facebook (Packard and Wooten, 2013). For consumers who are already familiar with

Facebook, entertainment is not that important anymore. They are following the firm or

brand on Facebook for the latest information on their products. If marketers are trying to

catch their followers on Facebook, it is also related to the character of the consumer.

Extraversion and openness to experiences are leading to the engagement of consumers

(Kabadayi and Price, 2014).

According to Lukka and James (2014), Facebook is an effective source of market

your products in a personal way. Facebook has enabled marketers to customize their

advertisements for a specific group of people. Marketers target these individuals on the

basis of demographic information and mutual interest. Facebook has made it possible to

reach these targeted people in a cost-effective and interesting way instead of traditional

marketing channels. Facebook advertisers are using different techniques to effectively

convey commercial messages to create purchase decisions.

The point that sharing content on Facebook is open to everyone influences the

behavior of consumers as well. They are less willing to promote by word-of-mouth

advertising on social media than in person because sharing content with lots of people

on Facebook may reflect negatively on themselves in some way (Eisingerich et al., 2015;

Barasch and Berger, 2014).

Social media has changed the way businesses conduct business online in recent

years, and as a result, social media marketing has carved out its own niche in the

business world according to Rodriguez & Rocio in 2015. Furthermore, Facebook has

been perceived as a social medium dominated by youths. As a result, they revealed that

young adults are motivated to connect to these sites in order to maintain strong bonds
with friends, strengthen ties with new associates, and meet new people online according

to Akpan et al., in 2015. As more users connect to social networks, social media is

becoming an increasingly accepted mode of communication for the Internet audience.

2.3. Influence of Facebook Marketing on students’ buying behavior

According to Solberg, Anton, & Linnea in 2013, Facebook contains both positive

and negative information about companies; therefore, it is important for companies to

manage their Facebook page to best serve their own interests. The most effective

methods for companies to use Facebook have not been clear. Most users who have an

opinion on the issue accept marketing on Facebook, but only in the right amount. There

are basically two groups: those who think that companies have no place on Facebook

and those who want companies to be active on Facebook. The latter group emphasizes

the importance of meaningful posts without unsolicited sales messages and would prefer

to search for the companies themselves rather than being bombarded by company

messages.

Javeria Nazeer (2017) studies “The behavior of social media users towards

targeted advertising on their homepage”. It measured the behavioral adaptations and

changes in the user’s attitude towards these advertisements. There is a rise in

advertisements on online social networks, and perceptions of users regarding targeted

messages on popular networks like Facebook are not known to a greater extent.

Marketers should be enabled to reach users with relevant advertisements and

personalized messages. Such targeting will increase the value of advertising for both

advertisers and social network users.

2.4. Avoiding the influence of Facebook Marketing in buying behavior of students

New trends that capture students' interests may lead to student addiction, which

may affect their buying behavior. Avoiding this type of buying behavior by being

resourceful may not be the best way to avoid this behavior, but it encourages making

good use of things around you so you don't have to buy things online. Another thing to

remember is that finding an alternative way of enjoying your leisure time is essential to

breaking the cycle of using shopping as a way of trying to feel better about yourself.

According to Greenbaum (2021), he recommended that an individual should set a clear

limit within which they can begin to separate what they want from what they need.2.5.

Review of Related Studies

2.5.1. Study 1

As a concept of research, Facebook has gained much importance among

researchers. Preyal Desai (2012) conducted a study on the effect of Facebook on the

purchasing behaviour of the youth. The study concluded that Facebook advertisements

were more effective. On the other hand, Bellarmine Ezumah (2013) examined the college

students' use of social media and found that the ease of use and potential for eclectic

tasks were qualities that garnered Facebook the most preferred status as a social

networking site. Nima Barhemmati and Azhar Ahmad (2014) examined the effect of social

network marketing on consumer purchase behaviour through customer engagement.

Doing so, they conducted a quantitative survey among 50 respondents and the results

showed a positive relationship between customer engagement of social networking and

their purchase behavior.

2.5.2. Study 2

According to Rehman, Ilyas, Nawaz and Hyder in 2014 on their study, “How

Facebook Advertising Affects Buying Behavior of Young Consumers: The Moderating

Role of Gender.” The study was conducted on 309 Facebook users in Pakistan focusing

more on the buying behavior of young consumers, while moderating effects of gender.

As per the observation, the effectiveness of Facebook marketing is a well-practiced

marketing tool by marketers but extensive research on demographic characteristics of

consumers, its effectiveness, effectiveness on the buying behavior are perhaps not

conducted. To the best of the writer's knowledge, this paper can be the first of its kind in

Nepalese context to fill this research gap on Facebook only.

2.5.3. Study 3

In 2014, Nufazil conducted a research on “The impact of social media on

consumers’ buying decisions”. Individuals pursue an active role in information search on

social media compared to mass media. Consumers analyze the past performance of

product/services via social media by checking likes and dislikes for it. Consumers are of

the view that innovative firms use social media as their marketing tool. Public image of

the company is also built through social media. Its influence on consumer’s buying

decisions cannot be nullified. In the paper “Social media promotions – can we restrict it

under laws?” by Chaturvedi & Gupta in 2014 explains that one cannot afford to have no

existence on the social channels if the competitor is making waves with its products and

services. The detonation of the social media phenomenon is as mind boggling as that

and the pace at which it is growing is infuriating. International companies have recognized
social media Promotions as a latent marketing platform utilizing them with innovations to

power their advertising campaign with social media marketing.

2.5.4. Study 4

In the study conducted by Khaniwale in 2015 about consumer behaviour, he says

that both external and internal factors have significant influence on consumer’s behaviour

which impacts their purchasing process and decision. Having an insight into these factors

enables marketers to better know and predict not only the demand of their product or

service, but also the purchasing motives and purchasing frequency of the product or

service. More importantly, if these factors are considered whilst developing new products,

it will support in developing products with higher probability of success.

2.6. Theoretical/Conceptual Framework

2.6.1. Theoretical Framework

Upon the research process, this study is anchored on the theory of reasoned

action proposed by Martin Fishbein and Icek (2022), which states that the consumer's

behavior theory focuses on the relationship between marketing and the consumer's actual

purchasing behavior. The theory describes what a consumer does when they are

impressed or start developing a preference for a product. Also, by giving the consumer

more time to make a decision, the consumer might rethink his or her mind.

We decided to apply this theory to our research due to the fact that it relates to

the research we are conducting. Martin Fishbein and Icek's (2022) theory states that

customers engage in behaviors they believe will lead to or produce a specific result,

whether one they are familiar with or not. As a result, the primary factor that motivates

consumers to make purchases is logical decision-making. The fact that researchers like
us can benefit greatly from this theory makes it significant as well. There are various

conclusions regarding Facebook, including the fact that it is a marketing tool with the

possibility to improve social media marketing strategies.

2.6.2. Conceptual Framework

Input
Output
Profile of Grade 10 Students
from The Lipa Grace
Academy with:
Possible Recommendation
• Students' behavior on avoiding the Impact of
through buying in Facebook Marketing.
Facebook Marketing Process
Students' behavior • The student is only
through buying in permitted to
Facebook marketing purchase on
• Marketing purchases Data Gathering Facebook
made on Facebook marketing as a
• Students' behavior reward if they
through buying in Survey Questionnaire complete a
Facebook marketing specific task and
• Experiences in perform well in
buying in Facebook school.
Marketing Interpretation and • There will be no
• The length of time Analysis of Data online shopping
Lipa Grace Academy through Facebook
used Facebook marketing if the
marketing. performance and
grades in school is
not good.

There are three processes in these findings: input, process, and output. There's

the input that provides the student profile that the researchers will apply in their research.

In order to solve the problem, it also specifies methods like data gathering, survey

questionnaires, interpretation, and analysis of data. At last, the output states, "Possible

Recommendation on avoiding the impact of Facebook Marketing".

2.7. Hypotheses of the Study

The study's null or alternative hypotheses are as follows:

 1. Consumer purchasing behavior and demographic characteristics do not

significantly correlate.

2. There is no clear correlation between consumer purchasing habits and brand

perception.

3. Advertising or promotion has no observable impact on customer purchasing

decisions.

2.8. Definition of Terms

The following terms are carefully defined to develop an understanding of the

readers of this research or study:

Behavior. The way in which one acts or conducts oneself.

Buying. To acquire possession, ownership, or rights to the use or services by payment,

especially of money.

Facebook Marketing. The practice of promoting a brand and maintaining its presence

on Facebook.

Impact. The capacity to have an effect on the character, development, or behavior of

someone or something, or the effect itself.

Junior High School. This stage of high school covers the year levels of 7 to 10.

Students. A person enrolled in a school or other educational institution and who is

learning with goals of acquiring knowledge, developing professions, and achieving

employment in the desired field.

 CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the research design, sampling procedure, instruments of the

study, validity of the instrument, data gathering, and the statistical treatment,

3.1. Research Design

The purpose of the research was to comprehend the underlying effects of

Facebook marketing on students’ purchasing decisions. The researchers are anticipating

that quantitative research would allow them to evaluate the purchasing habits of students

via Facebook marketing. Furthermore, since this information cannot be represented

through qualitative research, we would be able to analyze information offered by their

conduct in natural settings using quantitative research methods, such as distributing

questionnaires to the research’s respondents.

The researchers will use a descriptive design to collect data for this study. It is a

type of quantitative research that concentrates on an in-depth analysis of a person’s

online shopping behaviors. The purpose of this design is to observe and report a certain

phenomenon. This strategy is appropriate for research studies since it enables

researchers to conduct a survey using questionnaires and analyze the findings. The

online buying experiences and behaviors of students in grades 7 to 10 show that the goal

has been met and that the influence has had an effect on them.

3.2. Sampling Procedure

The researchers will use random sampling for this study because it ensures that
the result is obtained if the entire population has been measured. This method requires

each member of the larger population to be identified and selected individually, which can

often be challenging and time-consuming. The simplest random sample allows all the

units in the population to have an equal chance of being selected. According to Melissa

Horton (2022), one of the advantages of random sampling is due to its simplicity and lack

of bias which is important in the study we’re conducting. Because of this, getting results

from the general audience will be much easier and we’ll be able to produce information

accurately. Our respondents will be 18 respondents in Grade 7 Corinthians, 19

respondents in Grade 7 Ephesians, and 18 respondents in Grade 7 Galatians. 17

respondents in Grade 8 Corinthians, Ephesians, and Galatians. 18 respondents in Grade

9 Corinthians, 19 respondents in Grade 9 Ephesians, and 18 respondents in Grade 9

Galatians. 17 respondents in 10 Corinthians, 16 respondents in 10 Ephesians, 15

respondents in Grade 10 Galatians, and 15 respondents in Grade 10 Thessalonians, a

total of 224 students selected from Junior High School.

3.3. Instruments of the Study

The researcher’s questionnaire is about how often Facebook is used and why

Facebook is used. The questionnaire also contains the effect of satisfaction on them when

they buy on Facebook. The researchers will also ask what they think about advertising

on Facebook. This instrument would help the researchers understand the influence of

Facebook marketing on students’ purchasing habits. Additionally, it would also provide

the researchers with an in-depth description of their situation when buying things from

Facebook Marketing.

The questionnaire is multiple-choice. Our questionnaire is about how often

Facebook is used and why it is used. Our questionnaire also includes the effect of

satisfaction on you when you make a purchase on Facebook. The question also includes

what you think about advertising on Facebook.

3.4. Validity of the Instrument

The degree to which an instrument measures what it is meant to measure is

considered the instrument’s validity. Face validity describes how accurately an instrument

captures the variables being investigated. To make sure that the questions are related to

the students’ purchasing behavior in Facebook marketing, the questions are built using

the data gathered from the previous literature.

The researcher gave each student their own copy of each questionnaire. The

questions are written in straightforward language to ensure their readability and clarity.

The students received clear instructions, and the researcher filled out the questionnaires

for the confused students. In the researcher’s presence, every student answered the

questions on the questionnaires. This was done to stop students from asking others to fill

out surveys on their behalf. The surveys were given to a researcher for validation. So as

to achieve higher validity, extra inquiries were added. In order to provide useful data

analysis, some questions were reworded to make them clearer and more suitable

alternative response alternatives were introduced to closed-ended questions.

Researchers define validity as the consistency with which an instrument measures

the characteristic it is designed to measure. Because of the influences on them, the

student’s responses to the question are not all that similar. By reducing causes of

measurement error, such as data collector bias, reliability can also be guaranteed. Only

the researcher administered the questionnaires, and consistent settings like

demonstrating identical personal traits among all responders, such as friendliness and

support, helped to decrease data collection bias. By assuring each student’s privacy,

confidentiality, and overall physical comfort, the physical and psychological environment

in which the data was collected was made comfortable. There will be enough time for

students to answer. In order to protect the respondents, a brief period of silence was also

provided. To be able to quickly respond to inquiries, the researchers remained within the

classroom. In order to maintain confidentiality, the researchers said that their names could

or could not be written on the questionnaires.

3.5. Data Gathering

Researchers had the idea to do a study on how Facebook marketing influenced

the behavior of Lipa Grace Academy students as consumers. The researchers found that

many young people enjoy using Facebook to make purchases for their interests. As a

result, they experience behaviors that are learned through Facebook marketing, such as

increasing their knowledge of how to search and compare things, and some become

dependent on doing so. As a result, we monitor the students and research how the Lipa

Grace Academy pupils actually affect them. We study every piece of information we can

get. The results of this study will help businesses understand the value of Facebook

marketing, especially for students.

The questionnaire will be drafted by the researchers. Then Miss Sheena N. Acebo,

the teacher in our strand will examine the questionnaire that was created. The

researchers will ask their mentors to review the updated questionnaire after they have

thoroughly reviewed and revised it. The researchers will use the updated questionnaire

to interview the aforementioned students in order to collect data once the mentors have
given their approval. Only The Lipa Grace Academy students, preferably junior high

school students, will respond to the survey about the effect of Facebook marketing on a

group of TLGA junior high school students in order to assure the validity of the survey

questionnaire.

3.6. Statistical Treatment

To effectively interpret the data, the researcher will use the following statistical

treatments: percentage, weighted mean, ranking, frequency, and verbal interpretation.

3.6.1. Percentage

This will be used to analyze the frequency counts and percentage distributions

of respondents’ variables.
𝑓
Formula: % = 𝑛 × 100

% is the percentage.

The letter F stands for frequency.

N represents the total number of respondents.

100 is a fixed number.

3.6.2. Ranking

A percentage ranking is given once every item has been changed. Items with the

highest percentage are assigned Rank 1. The remaining ranks are given in descending

order, with the number of items equal to the rank, and the things with the lowest

percentage are given the lowest ranking in the analysis. The interpretation of the data is

done object by object.

3.6.3. Weighted Mean

This will be used to determine the assessment of the respondents with regard to
their personal profiles.

(f₁x₁+f₂x₂+f₃x₃….)
Formula: 𝑁

X is the weighted mean

F= weight given to response

x= number of response

N = Total number of response

3.6.4. Verbal Interpretation

𝑓ℎ−𝑓1
Formula (Range): 𝑓ℎ

1.00-1.79 Never

1.80-2.59 Rarely

2.60-3.39 Sometimes

3.40-4.19 Often

4.20-5.00 Always

3.6.5. Graphs

Graphs are a convenient tool for visually illuminating data relationships. Data that

is too many or complex to be fully explained in words and a constrained amount of space

should be presented as a graph. However, minimize using graphs for minor amounts of

information that can be expressed clearly in a sentence.

 CHAPTER IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents, analyzes, and interprets the data gathered from the

junior high school students of The Lipa Grace Academy Inc. with a total of 224 students

in determining their age as well as the impact of Facebook Marketing on their purchasing

behavior.

TABLE 1

AGE OF THE RESPONDENTS

Age Frequency Percentage Rank

12 44 19.6% 4

13 51 22.8% 3

14 59 26.3% 1.5

15 59 26.3% 1.5

16 11 4.9% 5

Total: 224 100%

The table above presents the age of the respondents of The Lipa Grace Academy's

junior high school students. The first row presents the respondent’s age of 12 with a

frequency of 44 comprising 19.6%, which ranked 4th. Then, the second row presents the

age of 13 with a frequency of 51 and a percentage of 22.8%. While the third and fourth

row presents the age of 14 and 15 with both frequency of 59 and a percentage of 26.3%.

Last, the last row presents the age of 16 with a frequency of 11 with a percentage of 4.9%.

In terms of ranking, the age of 12 would be in the 4th rank. Then, the age of 13 would be

in the 3rd rank. Since the age of 14 and 15 have the same frequency and percentage,
they would be in the same rank which is 1.5. Lastly, the age of 16 is in the last rank which

is the 5th rank.

In conclusion, the majority of the respondents are 14 and 15 years old, while the

lowest age that has the lowest respondents is 16 years old.

GRAPH 1

DURATION OF USING FACEBOOK APP

This section answers the question, "How long do you use the Facebook app?"

with the choices provided in the graph1. The findings of this study showed that the

majority of respondents, 88 students (39.3%), were using the Facebook app for less than

1-hour. 32.1% (72 students) of the respondents were using the app for 1 to 2 hours. Then,

a percentage of 13.8% (31 students) were using the app for 2 to 4 hours. Lastly, 14.7%

of the respondents (33 students) were using the Facebook app for more than 4 hours.

In general, most of the respondents use the Facebook app for less than 1 hour.

While the least count of the respondents said that they use Facebook for 2 to 4 hours.

According to Deyan Georgiev (2022), people are spending less and less time on
Facebook. Statistics on the average time spent on social media in 2022 reveal that the

younger generation has turned their focus to other social media. Apps like TikTok and

Instagram are already Gen Z and Millennials’ favorites. The cherry on top is that Facebook

has lost 15 million users since 2017 (that we know of).

GRAPH 2

FREQUENCY OF ENCOUNTERING FACEBOOK MARKETING

In general, the findings showed that 33.9% (76) of the respondents are always

encountering Facebook Marketing as they scroll down through the app while 20.5% (46)

of the respondents often encounter Facebook Marketing. Then, a percentage of 28.1%

(63) of the respondents answered that they sometimes encounter Facebook Marketing

while 8.5% (19) rarely encounter it. Lastly, a percentage of 8.9% (20) never encounter

Facebook Marketing.

In conclusion, researchers can observe that some respondents stated they always

come across Facebook marketing while browsing the app, and some others said they do

so rarely. Moreover, some of the respondents indicated that they sometimes encounter
Facebook marketing, while others claimed that they do so sometimes. Lastly, a few

respondents said they had never experienced Facebook marketing.

According to Broeck et al., Facebook is the most effective tool for the personalized

promotion of products (Broeck E.V. et al. 2020). Marketers can design and develop

strategies and advertising materials based on individual groups, age, sex, etc. Facebook

has also been adopted by almost all the big companies. According to Facebook, there

are about three million businesses from all over the world that actively advertise on

Facebook (Facebook For Business 2021).

GRAPH 3

FREQUENCY OF PURCHASING IN FACEBOOK MARKETING

TABLE 2

STATEMENT WEIGHTED MEAN VERBAL INTERPRETATION RANKING

A 4 Often 1

The survey indicates the frequency of respondents’ purchasing through Facebook

 Marketing. A large portion of the respondents which is 93 out of 224 (41.5%) answered

always. Then, a percentage of 29.9% with a frequency of 67 of the respondents answered

often. 44 (19.6%) of the respondents answered sometimes, while 12 (5.4%) of the

respondents answered rarely. Lastly, a small portion with a frequency of 8 (3.6%) of

respondents answered "never."

In general, the majority of the respondents always purchase through Facebook

Marketing, otherwise, a small portion of the respondents never purchase through

Facebook Marketing.

According to Neal Schaffer, a whopping 93% of marketers worldwide are

using social media for business. In 2022, almost 92% of marketers who work for

companies with more than 100 employees in the United States are expected to start using

social media for marketing.

GRAPH 4

IMPACT OF FACEBOOK MARKETING ON THEIR PURCHASING BEHAVIOR

The respondents were asked in the questionnaire that the researchers conducted,

the respondents asked if Facebook Marketing does have an impact on their purchasing

behavior, 97 (43.3%) respondents answered yes, while 127 (56.7%) respondents

answered no. The researchers also provide relevant reasons that respondents may choose

according to their answers in the yes or no section.

As a result, many respondents answered that Facebook Marketing has an impact

on their buying behavior and some of the students answered that Facebook Marketing

does not have an impact on their buying behavior.

Javeria Nazeer (2017) studies “The behavior of social media users

towards targeted advertising on their homepage”. It measured the behavioral adaptations

and changes in the user’s attitude towards these advertisements. There is a rise in

advertisements on online social networks, and perceptions of users regarding targeted

messages on popular networks like Facebook are not known to a greater extent.

Marketers should be enabled to reach users with relevant advertisements and

personalized messages. Such targeting will increase the value of advertising for both

advertisers and social network users.

GRAPH 4.1

REASON FOR YES SECTION

The respondents were asked why they think that Facebook Marketing has an
impact on their purchasing behavior. The reasons given to them were the following: the

product is eye-catching; the product is affordable and meets my expectations; being a

compulsive buyer; products are useful at times.

As a result, 32% of the respondents answered "yes, because the products that I

see are "eye-catching," to the question, "Do you think Facebook has an impact on your

buying behavior?" While 31% of the respondents answered yes because the products

they sell are affordable and meet their expectations. Then 26% of the respondents

answered yes, because the product I see is useful at times. Lastly, 11% of the

respondents answered, "Yes, because of Facebook marketing, I am now a compulsive

buyer.”

Nima Barhemmati and Azhar Ahmad (2014) examined the effect of social network

marketing on consumer purchase behavior through customer engagement. Doing so,

they conducted a quantitative survey among 50 respondents and the results showed a

positive relationship between customer engagement of social networking and their

purchase behavior. Existing evidence vouch for the fact that Social Networking Websites,

particularly Facebook have become a source of viral marketing. This has become

possible because of the revolutions initiated by the development of the IT sector, which

now almost rules the world. Connectivity has become cheaper and quicker. The new

applications of information sharing that come into usage facilitate sharing of opinions in

the form of text, pictures and videos. Several million people all over the world have

become closer to each other than ever before. Social networking websites have in fact

redefined the meaning of life and shapes the dimension of life one should lead. Facebook,

one such social networking website, is the most widely used site and the number of users
is increasing. Young and old, men and women are members of the Facebook networking

site. Facebook has a remarkable attraction towards the youth, who use it very extensively.

Being so, it becomes imperative to explore to what extent Facebook influences the

decision styles of the youth.

GRAPH 4.2

REASON FOR NO SECTION

The respondents were asked why they think that Facebook Marketing has no

impact on their purchasing behavior. The reasons given to them were the following: I can

control myself by buying online such as being impulsive in purchasing products; saving

their money; they are using different apps to buy things online; they prefer buying to the

actual market.

As a result, 34% of the respondents answered "no, because I can control

myself by buying online, such as being impulsive in purchasing products" to the question

"Do you think Facebook has an impact on your buying behavior?". While 23% of the

respondents answered "no, because I’m using different apps to buy things online." Then
27% of the respondents answered, "no, because I’m saving my money". Lastly, 16% of

the respondents answered no because they preferred buying on the actual market.

In the study conducted by (Khaniwale, 2015) about consumer behavior, he says

that both external and internal factors have significant influence on consumer’s behavior

which impacts their purchasing process and decision. Having an insight into these factors

enables marketers to better know and predict not only the demand of their product or

service, but also the purchasing motives and purchasing frequency of the product or

service. More importantly, if these factors are considered whilst developing new products,

it will support in developing products with higher probability of success.

GRAPH 5

EFFECTIVENESS OF FACEBOOK MARKETING IN THEIR PURCHASING

BEHAVIOR

The respondents were asked in the questionnaire that the researchers conducted

how Facebook Marketing does have an impact on their purchasing behavior, 147 (65.6%)

respondents answered positively, while 77 (34.4%) of the respondents answered

negatively. The researchers also provide relevant reasons that respondents may choose

according to their answers.

In conclusion, the majority of respondents are positively inclined, while the

negatively inclined have only 34.4%.

According to Lukka and James (2014) Facebook is an effective source to market

your products in a personal way. Facebook has enabled marketers to customize their

advertisements for a specific group of people. Marketers target these individual on the

basis of demographic information’s and mutual interest. Facebook has made it possible

to reach these targeted people in cost effective and interesting way instead of traditional

marketing channels. Facebook advertisers are using different techniques to effectively

convey commercial messages to create purchase decision. Facebook offers better “smart

advertising” option that has enabled advertisers to customize all the facts in their ads for

viewers corresponding.

GRAPH 5.1

REASON FOR POSITIVELY

 The respondents were asked how Facebook Marketing impacted their purchasing

behavior. The respondents need to choose from positively or negatively. The reasons

given to them were the following: It helps me to satisfy my needs, that’s why I purchase

often which has 15.0%; I can easily know if the product is good or not by reading reviews

of the particular product which has 38.8%; Through Facebook Marketing, I can buy and

find what I want or need easily by searching the product and the result has numerous

choices which has 17.0%; It gives me the idea of buying things that you need without

going outside which has 29.3%.

In conclusion, the majority of the respondents, based on their answers, are: "I

can easily know if the product is good or not by reading some reviews of the particular

product," and the least response was; "It helps me to satisfy my needs, that’s why I

purchase often," which has 15%.

Consumers can search information in two different ways, internally and externally.

Internal search means that the consumer has knowledge through previous experience

with the product or service. External search means that the consumer collects information

from the internet or acquaintances (Sahilices-Pinto, Lanero-Carrizo, & Vázquez-

Burguete, 2018). Sahelices-Pinto et al. (2018) claim that the search for information can

be passive or active, meaning that consumers sometimes receive information passively,

while at other times they actively search for information by, for example, searching

information on the internet or visiting stores.

 GRAPH 5.2

REASON FOR NEGATIVELY

The respondents were asked how Facebook Marketing impacted their purchasing

behavior. The respondents need to choose from positively or negatively. Therefore, the

reasons given to them were the following: they tend to be an impulsive buyer which results

in them saving less money which has 24.7%; making them buy things even though they

don’t really need it which has 45.5%; they make an impulsive purchase because they are

attracted to the item which has 13.0%; they are encouraged to buy because the item is

trendy which has 16.9%. The figure above shows the reason that each respondent chose

to answer how Facebook Marketing impacted their purchasing behavior negatively.

In conclusion, the majority of the respondents, based on their answers, are:

"Making me buy things I don’t really need”, and the least response was; "I make an

impulsive purchase because I’m attracted to the item," which has 13%.

Consumers’ decision-making process could usually be a perplexing procedure and

consumers can land at their purchase decision by depending on information they

collected about specific products and brands as well as their consumption patterns. The
fastest growing social media website Facebook which has provided consumers with

outstanding opportunities to share and spread information and contents about a related

product or brand used. Since Facebook mobile advertising was launched in 2012 and

received click-through rates of up to 13 times greater than other advertisements on

Facebook (Bischoff, 2012). As a result, consumers have become more informative and

knowledgeable about gathering information on product features before making any

purchase. However, the buyer decision process represents the process a buyer or a

group of buyers involve when making a purchase of a good or service (Raivonen, 2017).

The model of consumer decision-making process that will be covered, and constructed

by namely need recognition, information search, evaluation of options, product choice

and post- purchase evaluation. The model proposed by Solomon et al., (2013) in the

publication book and is designed to connect related consumer decision making and their

consumption patterns.

GRAPH 6

SATISFACTION FROM FACEBOOK MARKETING

 TABLE 3

STATEMENT WEIGHTED MEAN VERBAL INTERPRETATION RANKING

A 2.86 Sometimes 1

The survey indicates the frequency of respondents’ purchasing through Facebook

Marketing. A large portion of the respondents (33.5% or 75 students) answered

sometimes. While a small portion (11.2% or 25 respondents) of them answered always.

The remaining choices with its respondents were presented in the figure above. All of this

represents the influence of Facebook Marketing on Grade 10 students which has an effect

on all of them. Many of them use it but only “sometimes” and the minority says they

“always use the said app marketing.

GRAPH 6.1

REASON FOR SATISFACTION

The respondents were asked how Facebook Marketing satisfies their purchasing

behavior. The majority of the respondents representing the 36% of the graph shows that

they are satisfied because the product is useful in their daily life. Following that is the 34%
of the respondents who say that the products meet their expectations while the 24% of

the students show us they are satisfied because the product is well packed and in good

condition. And the minority which consists of 6% of the respondents tell us they are

satisfied because the product they purchased is delivered on time. To summarize, many

of the students who use Facebook marketing are satisfied because the product they

bought is useful in everyday life. On the other hand, a small group of the graph represents

that they are only satisfied as for the reason the product they purchased is delivered on

time. The following figure shows the reason that each respondent chooses to answer how

Facebook Marketing satisfies their purchasing behavior.

According to Albert W. K. Tan, the COVID-19 has expedited the growth of

e-commerce in South Africa, as in global markets, strengthening online shopping

exchange relationships. The results indicate that the customer satisfaction of online

shoppers is influenced by product delivery, perceived security, information quality, and

product variety. Customer satisfaction and information quality determine customers'

loyalty towards web stores.

GRAPH 6.2

REASON FOR DISSATISFACTION

 The respondents were asked how Facebook Marketing satisfies their purchasing

behavior. The majority of respondents which consist of 36% of the students tell us they

are dissatisfied because the product they purchased doesn’t meet their expectations and

the 30% of the students who answer our questionnaire shows us that the product they

bought online is different after seeing it on hand along with some damages. On the other

hand, 18% of the respondents say they are dissatisfied because the product can quickly

break down and cannot be used on a daily basis. Lastly, 16% of the respondents tell us

they are dissatisfied because the product they purchased was not delivered on time.

According to Jay Fuchs, Customer dissatisfaction is what arises as a result of some kind

of shortcoming from your business — in product quality, business conduct, pricing, or

something else — and it tends to be expressed via feedback resources like surveys and

reviews. He also stated that one of the main reason why customers get dissatisfied is

because they weren’t able to meet the costumer’s expectation. Through offering product

descriptions, showing product photos, and providing product specifications, you're setting

objective expectations — letting prospects know what they can and should expect to

receive as part of their purchase; In setting those expectations, you're promising to deliver

on them, so if you don't make good on them, you're violating your customers' trust and

actively misleading them. Naturally, customers won't take kindly to that.

 GRAPH 7

POSSIBLE BEHAVIORS OF THE STUDENTS THAT THEY MIGHT ADOPT

The respondents were asked what are the possible behaviors that they can

adopt in purchasing on Facebook Marketing. The choices given to them are the following:

attachment in product ordering; disappointment and unwillingness to purchase again;

recommending the platform to others since it meets your satisfaction; compulsive buying

behavior.

The findings of this study showed that the majority of the respondents, 70 students

(31%) believed that using Facebook Marketing can result in recommending the platform

to others since it means their satisfaction. 28 % (63 students) of the respondents believed

that they might adopt attachments in product orders. A percentage of 23% (51 students)

believed that disappointment and unwillingness to purchase again was the behavior that

they might adopt. Lastly, 18% of the respondents (40 students) said that having a

compulsive buying behavior is a behavior that they might adopt.

In conclusion, the majority of the respondents, based on their answers

are: recommending the platform to others since it meets their satisfaction and the least,

is compulsive buying behavior.

New trends that capture students' interests may lead to student addiction, which

may affect their buying behavior. Avoiding this type of buying behavior by being

resourceful may not be the best way to avoid this behavior, but it encourages making

good use of things around you so you don't have to buy things online. Another thing to

remember is that finding an alternative way of enjoying your leisure time is essential to

breaking the cycle of using shopping as a way of trying to feel better about yourself.

According to Greenbaum (2021), he recommended that an individual should set a clear

limit within which they can begin to separate what they want from what they need.

GRAPH 8

MONEY SPENT ON FACEBOOK MARKETING

The researchers used a questionnaire to ask respondents how much they

spend on purchases for Facebook marketing as part of the questionnaire. The figure

above shows that 150 respondents said they spent between 100 and 300, 42 respondents
said they spent between 300 and 500, 18 respondents said they spent between 500 and

1,000, and 14 respondents said they spent 1,000 or more.

In conclusion, it is evident that the majority of respondents only purchase 100 to 300

in Facebook marketing. Additionally, only a small portion of respondents spend much on

Facebook marketing. since just a small percentage of responders pay 300 or more. Less

than half of respondents said they had spent more than a thousand.

This supports a study by Klaassen (2009) cited in Roberts (2010, p. 25) that 43%

of online purchasers named Facebook surfing as the reason they decided to make their

purchase. The summary of the findings is that students access the advertisements placed

on Facebook and see themselves as the target. A majority of the respondents also believe

that Facebook advertisements were effective in selling the advertised products, but there

was no significant margin between those who patronize the products advertised on

Facebook and those who do not.

GRAPH 9

HOW TO LIMIT ON BUYING IN FACEBOOK MARKETING

 The researchers asked the respondents on how they will limit or control

themselves from buying in Facebook marketing together with the choices: set how much

can be spent which has a percentage of 14.3%; only buying things that are necessary

with a percentage of 41.5%; avoiding excessive spending which has a percentage of

13.4%; lastly, look first at the quality of the product to see if it can be used for a long term

with a percentage of 30.8%.

In conclusion, the majority of the respondents think that buying things that are not

necessary will limit their ability to buy from Facebook marketing. While the choice that

has the least weight among the other choices is avoiding excessive spending.

(Baumeister, Sparks, Stillman, & Vohs, 2007)conducted a study on “Free Will In

Consumer Behavior: Self-Control, Ego Depletion, and Choice”concluding that consumer

behaviour offers a useful window on human nature, through which many distinctively

human patterns of cognition and behaviour can be observed. Consumer behaviour should

therefore be of central interest to a broad range of psychologists. These patterns include

much of what is commonly understood as free will. Belief in free will is pervasive in human

social life and contributes to its benefits. Evolution endowed humans with a new form of

action control, which is what people understand by free will. Its complexity and flexibility

are suited to the distinctively human forms of social life in culture, with its abstract rules,

expanded time span, diverse interdependent roles, and other sources of opportunities

and constraints.
 CHAPTER 5

SUMMARY, CONCLUSIONS, AND RECOMMENDATION

This chapter presents the summary of the findings, conclusion,

and recommendations based on the results analyzed.

SUMMARY

The researchers conducted a study that focuses on the impact of Facebook

Marketing on the junior high school of The Lipa Grace Academy in their buying behavior

and suggests recommendations on ways how to control their buying behavior.

This study aims to answer the following:

1. What is the profile of the respondents in terms of:

1.1. Age

1.2. Frequency of using Facebook

1.3. Frequency of encountering Facebook Marketing Ads

1.4. Frequency of purchasing products through Facebook Marketing Ads

2. How do advertisements on the Facebook platform influence the Junior High School

purchasing behavior at The Lipa Grace Academy?

3. What suggested solution can be adopted in controlling buying behavior of the Junior

High School students at The Lipa Grace Academy?

The researchers used a questionnaire to conduct a survey as a research

instrument to gather data. A survey questionnaire is an appropriate tool to gather data for

the purpose of the study. The researchers used the descriptive design to observe and

describe the impact of Facebook Marketing on the student’s buying behavior. Moreover,

the study used Frequency Distribution and Mean for statistical data. Then, percentages,
tables, and graphs, weighted mean are also used to analyze and interpret the data

gathered from the respondents.

SUMMARY OF FINDINGS

1. What is the profile of the respondents in terms of:

1.1. Age

As shown in the profile of the respondents, 44 (19.6%) students are aged 12, 51

(22.8%) students are 13 years of age, 59 (26.3%) were 14 years old, as well as for 15

years old which also have 59 students (26.3%). Lastly, 11 (4.9%) students were 16 years

old.

1.2. Frequency of using Facebook

Based on the data gathered, the overall weighted mean of purchasing Facebook

marketing was 4, which was interpreted as "often." The Facebook app was used by the

majority of respondents, 88 students (39.3%), for less than an hour 32.1% (72 students)

of the respondents were using the app for 1 to 2 hours. Then, a percentage of 13.8% (31

students) were using the app for 2 to 4 hours. Lastly, 14.7% of the respondents (33

students) were using the Facebook app for more than 4 hours.

1.3. Frequency of encountering Facebook Marketing Ads

The findings showed that 33.9% (76) of the respondents "always" encounter

Facebook marketing as they scroll down through the app, while 20.5% (46) of the

respondents often encounter Facebook marketing. Then, a percentage of 28.1% (63) of

the respondents answered that they "sometimes" encounter Facebook marketing, while

8.5% (19) "rarely" encounter it. Lastly, a percentage of 8.9% (20) "never" encounter

Facebook marketing.
 1.4. Frequency of purchasing products through Facebook Marketing Ads

The survey indicates the frequency of respondents’ purchasing through Facebook

Marketing. A large portion of the respondents which is 93 out of 224 (41.5%) answered

always. Then, a percentage of 29.9% with a frequency of 67 of the respondents answered

often. 44 (19.6%) of the respondents answered sometimes, while 12 (5.4%) of the

respondents answered rarely. Lastly, a small portion with a frequency of 8 (3.6%) of

respondents answered "never."

2. How do advertisements on the Facebook platform influence the Junior High

School purchasing behavior at The Lipa Grace Academy?

The respondents were asked in the questionnaire that the researchers conducted,

the respondents asked if Facebook Marketing does have an impact on their purchasing

behavior, 97 (43.3%) respondents answered yes, while 127 (56.7%) respondents

answered no. The researchers also provide relevant reasons that respondents may choose

according to their answer in the yes or no section.

As a result in the yes section, 32% of the respondents answered "yes, because the

products that I see are eye-catching," to the question, "Do you think Facebook has an

impact on your buying behavior?" While 31% of the respondents answered yes because

the products they sell are affordable and meet their expectations. Then 26% of the

respondents answered yes because the product I see is useful at times. Lastly, 11% of

the respondents answered, "Yes, because of Facebook marketing, I am now a

compulsive buyer.”

As a result, in no section, 34% of the respondents answered "no, because I can

control myself by buying online, such as being impulsive in purchasing products" to the

question "Do you think Facebook has an impact on your buying behavior?". While 23%

of the respondents answered "no, because I’m using different apps to buy things online."

Then 27% of the respondents answered "no, because I’m saving my money". Lastly, 16%

of the respondents answered no because they preferred buying on the actual market.

The respondents were asked in the questionnaire that the researchers conducted

how Facebook Marketing does have an impact on their purchasing behavior, 147 (65.6%)

respondents answered positively, while 77 (34.4%) of the respondents answered

negatively. The researchers also provide relevant reasons that respondents may choose

according to their answers.

The respondents were asked how Facebook Marketing impacted their purchasing

behavior. The respondents need to choose from positively or negatively. The reasons

given to them were the following: It helps me to satisfy my needs, that’s why I purchase

often which has 15.0%; I can easily know if the product is good or not by reading reviews

of the particular product which has 38.8%; Through Facebook Marketing, I can buy and

find what I want or need easily by searching the product and the result has numerous

choices which has 17.0%; It gives me the idea of buying things that you need without

going outside which has 29.3%.

The respondents were asked how Facebook Marketing impacted their purchasing

behavior. The respondents need to choose from positively or negatively. Therefore, the

reasons given to them were the following: they tend to be an impulsive buyer which results

in them saving less money which has 24.7%; making them buy things even though they

don’t really need it which has 45.5%; they make an impulsive purchase because they are
attracted to the item which has 13.0%; they are encouraged to buy because the item is

trendy which has 16.9%. The figure above shows the reason that each respondent chose

to answer how Facebook Marketing impacted their purchasing behavior negatively.

The survey indicates the frequency of respondents’ purchasing through Facebook

Marketing. A large portion of the respondents (33.5% or 75 students) answered

sometimes. While a small portion (11.2% or 25 respondents) of them answered always.

The respondents were asked how Facebook Marketing satisfies their purchasing

behavior. The majority of the respondents representing the 36% of the graph shows that

they are satisfied because the product is useful in their daily life. Following that is the 34%

of the respondents who say that the products meet their expectations while the 24% of

the students show us they are satisfied because the product is well packed and in good

condition. And the minority which consists of 6% of the respondents tell us they are

satisfied because the product they purchased is delivered on time.

The respondents were asked how Facebook Marketing satisfies their purchasing

behavior. The majority of respondents which consist of 36% of the students tell us they

are dissatisfied because the product they purchased doesn’t meet their expectations and

the 30% of the students who answer our questionnaire shows us that the product they

bought online is different after seeing it on hand along with some damages. On the other

hand, 18% of the respondents say they are dissatisfied because the product can quickly

break down and cannot be used on a daily basis. Lastly, 16% of the respondents tell us

they are dissatisfied because the product they purchased was not delivered on time.

The findings of this study showed that the majority of the respondents, 70 students
(31%) believed that using Facebook Marketing can result in recommending the platform

to others since it means their satisfaction. 28 % (63 students) of the respondents believed

that they might adopt attachment in product orders. A percentage of 23% (51 students)

believed that disappointment and unwillingness to purchase again was the behavior that

they might adopt. Lastly, 18% of the respondents (40 students) said that having a

compulsive buying behavior is a behavior that they might adopt.

The researchers used a questionnaire to ask respondents how much they

spend on purchases for Facebook marketing as part of the questionnaire. The figure

above shows that 150 respondents said they spent between 100 and 300, 42 respondents

said they spent between 300 and 500, 18 respondents said they spent between 500 and

1,000, and 14 respondents said they spent 1,000 or more.

3. What suggested solution can be adopted in controlling buying behavior of the

Junior High School students at The Lipa Grace Academy?

The researchers asked the respondents on how they will limit or control

themselves from buying in Facebook marketing together with the choices: set how much

can be spent which has a percentage of 14.3%; only buying things that are necessary

with a percentage of 41.5%; avoiding excessive spending which has a percentage of

13.4%; lastly, look first at the quality of the product to see if it can be used for a long term

with a percentage of 30.8%.

CONCLUSION

The following conclusions are the findings obtained from the data that was

gathered, analyzed, and interpreted.

 • There is no significance correlation between consumer purchasing behavior and

demographic characteristics.

• There is no clear correlation between consumer purchasing habits and brand

perception.

• Advertising or promotion has observable impact on customer purchasing

decisions.

1. What is the profile of the respondents in terms of:

1.1. Age

The profile of the respondents in terms of age presents that the majority

of participants were between the ages of 14 and 15. While the least count of the

respondents is 16 years old.

1.2. Frequency of using Facebook

The profile of the respondents in terms of frequency of using Facebook presents

that the majority of the respondents use the Facebook app for less than 1 hour while the

least number of the respondents said that they use the app for 2 to 4 hours.

1.3. Frequency of Encountering Facebook Marketing Ads

In terms of frequency of encountering Facebook Marketing Ads, the majority of the

respondents always encountered Facebook Marketing Ads. While, the least count of the

respondents said that they rarely encounter Facebook Marketing Ads.

1.4. Frequency of purchasing products through Facebook Marketing Ads

As the respondents were asked how often they purchase on Facebook Marketing,

a large portion of the respondents answered “always”. While a small portion of them

answered never.
2. How do advertisements on the Facebook platform influence the Junior High

School purchasing behavior at The Lipa Grace Academy?

The respondents were asked in the questionnaire that the researchers

conducted if Facebook Marketing does have an impact on their purchasing behavior, 97

respondents answered yes, while 127 respondents answered no. The researchers also

provide relevant reasons that respondents may choose from according to their answers

in the yes or no section.

The respondents were asked why they think that Facebook Marketing has an

impact on their purchasing behavior. The majority of the respondents think that the

product was eye-catching; otherwise, the least number of respondents thinks that they

are being compulsive as a buyer.

The respondents were asked why they think that Facebook Marketing does not

have an impact on their purchasing behavior. The majority of the respondents think that

they can control themselves by buying online, such as being impulsive in purchasing

products; otherwise, the least number of the respondents answered that they prefer

buying to the actual market.

The respondents were asked in the questionnaire that the researchers conducted

how Facebook Marketing does have an impact on their purchasing behavior, 147

respondents answered positively, while 77 respondents answered negatively.

The respondents were asked how Facebook Marketing impacted their purchasing

behavior. The respondents need to choose from positively or negatively. Therefore, in

positively, the majority of the students answered “I can easily know if the product is good
or not by reading some reviews of the particular product.”; otherwise, the least number of

the respondents answered “It helps me to satisfy my needs, that’s why I purchase often”.

In terms of negatively, the majority of the respondents answered “Making me

buy things that I don’t really need”; otherwise, the least of the respondents answered, “I

make an impulsive purchase because I'm attracted to the item”.

A large portion of the respondents answered sometimes. While a small portion of

them answered "always" when asked how often they feel satisfied with Facebook

marketing,

The respondents were asked how Facebook Marketing satisfies their purchasing

behavior. Therefore, the majority of the respondents answered “I feel satisfied because

the product is useful in my daily life”; otherwise, the least number of the respondents that

answered “I feel satisfied because the product that I purchased is delivered on time”.

The respondents were asked how Facebook Marketing satisfies their purchasing

behavior. The choices were if they were satisfied or somehow not. Therefore, the majority

of the respondents answered “The product doesn't meet my expectations”; otherwise, the

least number of the respondents answered “The product purchased was not delivered on

time, and the seller is not accommodating”.

The finding of this study showed that the majority of the respondents believed that

using Facebook Marketing can result in recommending the platform to others since it

meets their satisfaction. While a small portion of the respondents said that having a

compulsive buying behavior is a behavior that they might adopt.

The majority of the respondents spent 100 to 300 pesos, while the least number of the

respondents spent 1000 pesos and above.

 The majority of the respondents think that buying things that are only necessary

limits them from buying from Facebook Marketing. While a small portion of the

respondents think that they should avoid excessive spending.

3. What suggested solution can be adopted in controlling buying behavior of

the Junior High School students at The Lipa Grace Academy

In conclusion, the majority of the respondents think that buying things that are not

necessary will limit their ability to buy from Facebook marketing. While the choice that

has the least weight among the other choices is avoiding excessive spending.

RECOMMENDATION

Based on the summary of the findings and conclusions made, the following

recommendations are given:

To the Students. As a consumer and a student, there should be a limit to using

and buying online. Anything that is excess has a detrimental effect on our minds

accordingly. We should know when to stop and be content with what we have.

To the Parents. The researchers advised the parent to always guide their child

buying online. They should check and track their child buying online activity as it is

addictive to some degree and can lead to disorders often.

To the Community. The researchers would suggest they must be

resourceful. Everything they want can be found within the community or sometimes with

the help of other people, can be created. I would also like to advise them not to always

rely on buying since scams are everywhere and can be a waste of money to buy from a

not-so-known seller.

To the Facebook Users. They must know the possible behavior that they may
adopt in buying or purchasing in Facebook Marketing so that they would be aware of the

possible impacts they may encounter from purchasing in Facebook Marketing. If they are

engaged in that content they should know the possible impact of that post or content.

To the Future Student Researchers. As Facebook users as well, they should be

aware of the impacts of Facebook Marketing on their behaviors whether it has a negative

or positive effect on their behavior. They also need to know the effect of Facebook

Marketing on people nowadays. It will also help them to identify the impact of Facebook

Marketing on their behavior.

APPENDICES

• An approval Letter for Conducting a Survey on the respondents

 • Tally of the Survey

AGE FREQUENCY

12 44

13 51

14 59

15 59

16 11

TOTAL: 224

QUESTIONS CHOICE I CHOICE II CHOICE III CHOICE IV CHOICE V

1 88 72 31 33

2 76 46 63 19 20

3 93 67 44 12 8

4 97 127

4.1 31 30 11 25

4.2 44 29 34 20

5 147 77

5.1 22 57 25 43

5.2 19 35 10 13

6 25 43 75 38 43

6.1 46 49 33 8

6.2 32 16 26 14
7 63 51 40 70

8 150 42 18 14

9 32 93 30 69
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