DEPARTMENT OF EDUCATION

REGION III
Division of City of San Fernando
PAMPANGA HIGH SCHOOL
PHS Blvd., Brgy. Lourdes, City of San Fernando, Pampanga
Tel. No. (045) 961-4261 website: www.pampangahigh.school

The Impact of Social Media Advertisements to the Spending Behaviors of Grade 12 ABM
Students at Pampanga High School S.Y 2023-2024

Laus, Janna Marie L.

Jane, Michelle C.
Lagman, Willian Angelica F.
Lerit, Mj P.
Macale, Jhonel S.
Magat, Paul Anthony M.
Grade 12 ABM and 08
(Group 6)

A Research Presented to
the Senior High School Department,
Pampanga High School, City of San Fernando, Pampanga

In Partial Fulfillment of the Requirements in

Inquiries, Investigations, and Immersion

Marie June C. Munar

Inquiries, Investigations, and Immersion Teacher
 CHAPTER II
REVIEW OF RELATED LITERATURE

This chapter shows a retrospective presentation of previously written material: research

literature and conceptual that has relevance and significance to the research under considered.

A. Related Literature

As stated by Desai, P. K., Vyas, R., Jakka, S. R., Reddy, M. V. R., & Munivenkatappa.
(2024) Digital marketing has completely changed how companies interact with their customers
by providing previously unheard-of chances to connect with and sway target groups. But there
are also a lot of difficulties in this changing environment, especially when it comes to figuring
out how to adjust to changing customer buying patterns. A wide range of tactics and platforms,
including content production, email marketing, social networking, and search engine
optimization. Its capacity to access, engage, and convert potential consumers using digital
platforms and data analytics is what makes it unique. The way firms approach customer
relationship management and advertising has been completely transformed by the capacity to
accurately target and customize marketing campaigns. Furthermore, digital marketing is an
essential tool for companies of all kinds, from little startups to global conglomerates, due to its
accessibility and scalability.

Social media and associated platforms (such as Instagram, Twitter, and TikTok) are
becoming more and more popular as means of disseminating information that has the ability to
sway public opinion and spur social change, according to Vladimirova et al. (2023). Since the
consumption of clothes and textiles has recently been linked to severe social and environmental
effects, this has become crucial for the fashion industry. Social media platforms have developed
from "social networks" that facilitate communication with friends and family to essential
conduits for immediate information consumption. This is particularly true among GenY (born
1981–1996) and GenZ (born 1997–2012), who are considered "digital natives"social media
platforms are growing as influential and have the ability to drive societal shifts on a larger scale
in addition to changing younger generations' purchasing habits

As stated by Yin, M., Ruangkanjanases, A., Wibowo, A., Chen, S., and Wiangin, U.
(2020). When it comes to marketing, using social media as a strategy will appeal to different
people than using traditional mediums like billboards and printed ads. The benefits of using
social media as a marketing technique include increased consumer entertainment from the
company's free promotional materials and increased social media involvement. Clients can
personalize their information searches by using hashtags, the enterprise's direct custom searching
services, or the social networking site's default search function. Social media is quick and in real
time, giving customers access to the most recent information about the company's offerings and
emerging trends in goods and services. Direct user interactions may be generated through a
social media marketing effort. A multifaceted concept, customer experience captures how a
customer reacts to a business's goods or services on a cognitive, emotional, behavioral, sensory,
and social level during their purchasing process. Because there is a lack of in-person connection
and the inability to engage with customer support representatives, internet products and services
are often seen as providing a negative experience. Businesses should, however, offer incentives
for customers to participate in online experiences, such as favorable information processing,
perceived advantages, perceived simplicity of use, etc. One of the key frameworks that managers
should take into account in order to spot and seize chances that strengthen the company's
competitive position is customer experience.

In the statement by D. Kalra, S. Sharma, and A. Patel. (2023). The idea of word-of-mouth
marketing is by no means unfamiliar. It's an alternative purchasing platform that buyers as well
as sellers utilize. The people that influence consumers' decisions the most are friends and
relatives. Customers are constantly looking for unbiased reviews for a product or service.
particularly for something customers are thinking of buying. Businesses greatly benefit from
customers who are eager to tell others about their pleasant experiences. Thanks to the ability of
technology such as social media to spread their message, customers may now reach a far wider
audience. Consumers' perspectives on consumption have expanded through many avenues, such
as comments on sponsored posts, blog reviews, and reviews left by other consumers on branded
websites. It is impossible to disregard how artificial intelligence affects consumer behavior.
Digital marketing is being propelled by technology such as artificial intelligence, which is
efficient and practical. Convenience-oriented customers typically select these companies. For
example, search engine optimization (SEO) considers the user's intent in order to tailor
satisfactory outcomes. For example, if you search for SEO in Jordan while in the UAE market,
the results you receive will undoubtedly differ from those obtained if you conduct the same
search while physically located in Jordan. Results from a search for Arabic SEO services in the
KSA will differ from those from the UAE.

B. Related Studies

Local Study

According to Jacinto, J. X. N., Pintado, J. S., Ibañez, L. J. M., Dagohoy, R. G., &
Buladaco, M. V. M. (2021). Consumers are essential to the operation of any organization, and as
technology advances, they increasingly utilize social media to make a multitude of purchase
decisions. The main reason why customer purchasing behavior matters is the ability to predict
customer behavior and identify impulses, desires, demands, wants, needs, and lifestyles.
Furthermore, it is critical for marketers to understand consumer preferences. Understanding the
factors that influence a customer's decision to buy a product helps marketers better target,
segment, and predict their audience. It is vital to determine the classification of products that
consumers desire before releasing it onto the market. With the development of technology,
marketers are now using social media as a platform for both advertising and product sales.
Marketers profit from this and use it to inform a plan that may help them attract more consumers.

Foreign Study
 According to Bankole, E., Harris, N., Rutherford, S., & Wiseman, N. (2023). Companies'
primary marketing target is teenagers, which the WHO defines as adolescents between the ages
of 9 and 19. Research indicates that the human brain can only make judgments that regulate
primal emotional reactions by the early 20s. Additionally, the basic goal of this marketing is to
instill in customers the habit of consistently buying the promoted goods. Because targeting this
age group guarantees long-term behavior changes and future earnings, teenagers continue to be
the major focus of advertising in low- and middle-income nations. In order to do this, businesses,
especially brands, use marketing techniques that have been shown to affect the decisions made
by teenagers. The most evident effect of this is that as consumerism rises, this demographic
grows greater in their demands.
References:

Chopra, A., Avhad, V., & Jaju, S. (2020). Influencer Marketing: an Exploratory Study to
Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research,
9(1), 77–91. sagepub. https://doi.org/10.1177/2278533720923486

Mou, J., & Benyoucef, M. (2021). Consumer behavior in social commerce: Results from
a meta-analysis. Technological Forecasting and Social Change, 167, 120734.
https://doi.org/10.1016/j.techfore.2021.120734

Jakka, S. R., Reddy, M. V. R., Vyas, R., Desai, P. K., & Munivenkatappa. (2024, February
17). Opportunities and Challenges in Digital Marketing: A study on consumer purchasing
behavior. https://migrationletters.com/index.php/ml/article/view/8070

Bankole, E., Harris, N., Rutherford, S., & Wiseman, N. (2023). A systematic review of the
adolescent‐directed marketing strategies of transnational fast food companies in low‐ and
middle‐income countries. Obesity Science & Practice, 9(6), 670–
680. https://doi.org/10.1002/osp4.676

Vladimirova, K., Henninger, C. E., Alosaimi, S., Brydges, T., Choopani, H., Hanlon, M.,
Iran, S., McCormick, H., & Zhou, S. (2023). Exploring the influence of social media on
sustainable fashion consumption: A systematic literature review and future research
agenda. Journal of Global Fashion Marketing, 1–
22. https://doi.org/10.1080/20932685.2023.2237978

Jacinto, J. X. N., Pintado, J. S., Ibañez, L. J. M., Dagohoy, R. G., & Buladaco, M. V. M.
(2021). Social Media Marketing Towards Consumer Buying Behavior: A Case in Panabo City.
International Journal of Research and Innovation in Social Science (IJRISS), 05(02), 22–30.
https://doi.org/10.47772/ijriss.2021.5202

Kalra, D., Sharma, S., & Patel, A. (2023). A review on Impact of digital marketing on
consumer purchase behaviour. Zenodo (CERN European Organization for Nuclear
Research). https://doi.org/10.5281/zenodo.8021135