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San Jose Academy

PAASCU Level II Accredited
M. Naval Street, San Jose, Navotas City
Tel. No. 8282-9039

The Impact of Social Media Marketing and Customer Review

on the Purchasing Decision among Senior High School
Students at San Jose Academy

A Research Paper
Presented to the Faculty of Senior High School Department
San Jose Academy

In partial fulfillment of the requirements for

Inquiries, Investigation, and Immersion
School Year 2023-2024

Submitted By:

Giana Berna Castro

Kate Ann P. Nudo
Jewel Bianca P. Bautista
Ron Vassily B. Escarda
Jhon Ranniel C. Gagaring

Mr. Rafael Patrick M. Pecjo

Ms. Anne Michaela D. Tan
Research Adviser

Navotas City, Philippines

April 2024
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TABLE OF CONTENTS

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

LIST OF FIGURES...............................................................................................................

LIST OF TABLES.................................................................................................................

LIST OF APPENDICES.........................................................................................................

ACCEPTANCE STAGE..........................................................................................................

CHAPTER 1: THE PROBLEM AND ITS BACKGROUND

Introduction...........................................................................................................................

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

Research Hypothesis...............................................................................................................

Conceptual Framework............................................................................................................

Significance of the Study.........................................................................................................

Scope and Delimitation of the Study.........................................................................................

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

CHAPTER 2: REVIEW OF RELATED LITERATURE

Social Media Marketing............................................................................................................

Content Marketing...................................................................................................................

Advertising/Sponsorship Marketing...........................................................................................

Influencer Marketing...............................................................................................................

Word of Mouth Marketing........................................................................................................

Video Marketing......................................................................................................................

Customer Review....................................................................................................................

Purchasing Decision................................................................................................................

Synthesis................................................................................................................................

CHAPTER 3: METHODOLOGY

Research Design.....................................................................................................................

Research Population and Sampling...........................................................................................

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Research Instrument...............................................................................................................

Method of Data Analysis..........................................................................................................

CHAPTER 4: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA....................

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS

.............................................................................................................................................

Summary of Findings...............................................................................................................

Conclusion..............................................................................................................................

Recommendations...................................................................................................................

LIST OF REFERENCES..........................................................................................................
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LIST OF FIGURES

FIGURE 1: Conceptual Framework of the Study ......................................................................

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LIST OF TABLES

TABLE 1: LIKERT SCALE............................................................................................

TABLE 2: LIKERT SCALE VERBAL INTERPRETATION....................................................

TABLE 3: GRADE LEVEL OF THE RESPONDENTS.........................................................

TABLE 4: STRAND OF THE RESPONDENTS.................................................................

TABLE 5: USAGE OF SHOPPING WEBSITES.................................................................

TABLE 6: USAGE OF SOCIAL MEDIA PLATFORMS........................................................

TABLE 7: TYPE OF SOCIAL MEDIA PLATFORM USED...................................................

TABLE 8: AWARENESS OF PRODUCTS AND SERVICES.................................................

TABLE 9: FREQUENCY OF ADVERTISTMENTS APPEARANCE.........................................

TABLE 10: INFLUENCE OF CUSTOMER REVIEWS TO BUYING DECISIONS.....................

TABLE 11: FACTORS THAT INFLUENCE OPINION REGARDING THE CREDIBILITY OR

INACCURACY OF CUSTOMER......................................................................................

TABLE 12: ADJUSTMENTS TO MAKE SOCIAL MEIDA MARKETING MORE APPEALING.....

TABLE 13: SOCIAL MEDIA MARKETING......................................................................

TABLE 14: CUSTOMER REVIEW................................................................................

TABLE 15: RELATIONSHIP BETWEEN CUSTOMER REVIEW AND SOCIAL MEDIA

MARKETING...............................................................................................................
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LIST OF APPENDICES

APPENDIX A: VALIDATION TOOL..............................................................................

APPENDIX B: SURVEY QUESTIONNAIRE....................................................................

APPENDIX C: INFORMED CONSENT..........................................................................

APPENDIX D: PROFILE OF THE RESPONDENTS..........................................................

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ACCEPTANCE STAGE

The Faculty of Education of the Senior High School Department at San Jose Academy embraces
the Research Paper titled:

The Impact of Social Media Marketing and Customer Review

on the Purchasing Decision among Senior High School
Students at San Jose Academy

Submitted by Submitted by Giana Berna Castro, Kate Ann P. Nudo, and Jewel Bianca P. Bautista,
Ron Vassily B. Escarda, Jhon Ranniel C. Gagaring in partial fulfillment of the requirements for
Inquiries, Investigation, and Immersion for School Year 2023-2024.

Mr. Rafael Patrick M. Pecjo Juan dela Cruz

Research Adviser Research Panel Chair

Mr. Rafael Patrick M. Pecjo

School Principal and SHS Coordinator

Grade : _____
Date : 2024
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CHAPTER 1

The Problem and Its Background

Introduction

As internet technology develops over time, it has changed numerous aspects of our lives,

including how we interact and make decisions (Alalwan et al., 2017). According to Salem (2018),

the process of purchasing decision begins when a consumer sees a need for something, searches

for alternatives, and decides on a specific product and service. Therefore, purchasing decisions

can be thought of as a set of actions that customers take before completing a purchase (Singh&

Singh, 2018). Social media platforms have been at the epicenter of this transition, as internet

technology opened the way for a new marketing and consumer behavior era. Nowadays, social

media communities, blogs, and networks have become an essential aspect of most people's lives,

and they have developed as an economical medium of alternative communication that

strengthens existing relationships between peer groups, customers, and marketers. Marketers

are becoming more actively using social media to promote their products and services through

social media marketing (SMM). (Pandey et al., 2018)

According to Schaffer and Axelrad (2023), social media users increased by more than

10% between 2021 and 2022. In basic terms, this corresponds to almost 376 million additional

users, resulting in a total social media reach of 4.62 billion, or nearly 58.4% of the world's

population. A particular attribute of social media's power is its capacity to influence people of all

ages. Millennials were identified as the most active, accounting for 90.4% of all users. According

to the study of Schaffer and Axelrad (2023), the impact of social media's reach expands to

younger consumers, with around 90% of teenagers using or claiming to have used social media.

E-commerce, which according to Bloomenthal (2023), 'refers to both companies and

people who purchase and sell goods and services through the internet, can be conducted on

computers, tablets, smartphones, and other smart devices, and operates in a variety of market

segments,' has grown significantly in recent years and has become more important in our daily
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lives, especially with the recent influence of COVID-19 (Hasanat et al., 2020). During the

pandemic, numerous shops were forced to close their physical locations, causing major

disruptions to businesses in various sectors. With physical shopping restrictions and an increased

demand for online alternatives, e-commerce platforms saw a boost in activity. In response to the

changing situation, business owners enhanced their online presence through shopping-related

web applications.

According to MBN (2019), 'Online shopping is the process or action of purchasing things

or services over the Internet. It involves going online, browsing a seller's website, making a

purchase, and arranging for delivery. The buyer pays for the product or service via the internet

using a credit or debit card or at the time of delivery.' Consumers rely on customers' reviews

when buying anything online because they are unable to see it for themselves. A survey shows

that approximately 60% of consumers read online product evaluations at least once a week, with

93% believing that these online reviews increase the accuracy of buying decisions, reduce the

risk of loss, and influence their shopping selections (Zhong-Gang et al., 2015). Customer reviews

are simply customers' experiences and evaluations of your products or services. These

evaluations may include positive feedback, unpleasant experiences, and even false claims about

your product and business. Given the changing business setting, this study intends to bridge the

gap in understanding how SMM and customer reviews affect teenagers, specifically senior high

school students. It understands the limitations of traditional business processes and the necessity

for a deeper examination of the influence of digital marketing strategies on younger consumers.

This study has the potential to provide useful insights for businesses wanting to improve their

relationships with this group.

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Statement of the problem

In the modern digital era, where teenagers are increasingly exposed to various forms of

social media marketing and rely on customer reviews across various online platforms, there is an

urgent need to comprehend the extent to which these digital influences impact their purchasing

decisions to help those business owners to improve their marketing skills according to the

preference of their consumers. While social media marketing and customer reviews have been

extensively studied in broader consumer contexts, there remains a significant gap in

understanding how these factors specifically influence the consumer behavior of senior high

school students. This demographic is particularly intriguing due to its digital proficiency, stage of

growth, and individual preferences.

This study aims to address the following important questions:

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

● socio-economic status

● social media usage

● Awareness of products and services

2. What are the perceived impact of Social Media marketing and customer review?

3. Is there a relationship between the perceived impact of Social Media marketing

and Customer Review and their profile data?

4. What implications can be drawn from the findings on Business marketing?

The researchers hope to gain an understanding of the impact of social media marketing

and consumer behavior among senior high school students at San Jose Academy through this

study. Therefore, this article can serve as a guide for both people who wish to start a business
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and those who currently have one. The following information will assist them in determining

which elements of their business require innovation and adjustment

Hypothesis

H01: Social media marketing do not have a significant effect on the purchasing decisions

of senior high school students.

H02: Customer Reviews do not have a significant effect on the purchasing decisions of

senior high school students.

Conceptual Framework

Figure 1 – Conceptual Framework of the Study

The two independent variables, Social Media Marketing and Customer Reviews, have a

significant impact on Senior High School Students' purchasing decisions. This important variable

indicates the decisions made by senior high school students when given the opportunity to

purchase a certain product or service. It's important to remember that this decision-making

process is influenced by a variety of factors, among the most successful of which include Social

Media marketing and Customer Reviews.

The framework highlights the complex relationship between the variables addressed in

this study. The main independent variables of the study focus on the impact of Social Media
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Marketing and Customer Reviews on senior high school students at San Jose Academy. These

independent variables offer an understanding of senior high school students' perception when

provided with the purchase decision of getting particular products or services. A variety of

variables affect this decision-making process, with social media marketing and customer feedback

emerging as key factors. The ultimate objective of this study is to achieve a conclusive

understanding of the perceptible impact of social media marketing and customer reviews on

purchasing decisions among Senior High School students of San Jose Academy.

Significance of the study

Social media has emerged as one of the most extensively employed marketing methods

today, and its influence on the purchasing decisions of senior high school students remains

uncertain. This study aims to assess the impact of Social Media Marketing and Customer Reviews

on students’ purchasing decisions, with potential benefits in various areas:

To students/respondents, the information acquired can help individuals better

understand how social media marketing and customer reviews influence their purchases, allowing

them to make more informed decisions while shopping online or researching products and

services. Furthermore, understanding how advertising messages are conveyed through Social

Media Marketing and customer evaluations could assist them in improving their communication

skills. This knowledge will enable individuals to distinguish between genuine product reviews and

those that may not be truthful. Our decisions and behaviors have the potential to shape how

businesses and marketers interact with your generation. By participating, you contribute to

discussions regarding effective marketing techniques.

To business owners, this study could benefit business owners by providing insights

into the digital behaviors of senior high school students. Business owners can adjust their

advertising methods to align with the interests and behaviors of these students, leveraging the
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findings from this research. This includes enhancing their online presence on the platforms these

students use and creating content that resonates with them. Such adjustments enable businesses

to address specific needs and preferences, potentially leading to increased sales and greater

client satisfaction. Consequently, this research can improve interactions with senior high school

students across various platforms.

To society, this study will help individuals understand how information on the internet

influences the purchase decisions of senior high school students, enabling young consumers to

make informed choices in today's electronic world. It promotes ethical consumer behavior and

prepares people to navigate the digital marketplace effectively.

To future researchers, this study can serve as a basis for future researchers to focus

on emerging trends and technologies that may impact consumer behavior. Future studies might

examine how different age groups, cultures, and backgrounds affect purchasing decisions.

Scope and Delimitation

This study will focus on senior high school students at San Jose Academy. The survey will

be conducted among students exploring their decision-making processes when it comes to

purchases. Specifically, the study will concentrate on the role of customer reviews in assuring

customers that a product is worthwhile.

Due to time constraints, the researchers have established the following limitations for the

study: individuals aged 16 and under are excluded from the target group. Furthermore, various

external factors, such as family, culture, and socioeconomic status, may influence the purchase

decisions of senior high school students. These factors may not be fully addressed within the

scope of this study.

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Definition of Terms

The following terms are defined operationally or conceptually:

Customer Review - Any positive or negative statement made by current or former

customers or consumers based on experience with a product or company.

E-commerce - (electronic commerce) A transaction of purchasing or selling products

using online services through the Internet.

Epicenter - Defined in this research as the core or foundation.

Purchasing Decision - The process by which consumers decide which goods or

services to purchase.

Social Media Platforms - These are social media sites that facilitate the creation and

sharing of ideas, information, and thoughts through social networks.

Social Media Marketing - Social Media Marketing (SMM) involves promoting products

or services on social platforms like Facebook, Instagram, and TikTok to build brand awareness,

grow a targeted following, drive website traffic, and boost sales.

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Chapter 2

Review of Related Literature

This chapter provides an overview of all the literature relevant to the study for

understanding and laying the groundwork for the research. This chapter will provide an in-depth

examination of the variables and factors used in the researchers' study. The following data is

compiled from scholarly works found on the internet or in libraries accessible to researchers who

are working on a study to determine The Impact of Social Media Marketing and Customer

Reviews on Purchasing Decisions among Senior High School Students.

Social Media Marketing

Wibowo et al., (2020) stated that social media has a vital role in marketing

strategy and being part of social media, social networking sites (SNS) can be used in businesses

to establish smooth communication and excellent connections with their consumers. Thus,

businesses that are using SNS need to choose correct marketing concepts for them to strengthen

their massive connections with consumers, putting their behavior into developing sustainable

performance for businesses. According to (Moslehpour et al., 2021c), the activity of social media

marketing (SMM) has played a relevant part of business lately that enables organizations to

establish quicker and more effective connections with consumers. However, as more businesses

adopt SMM as a cost-effective method of communicating with customers in several businesses,

SMM has achieved broad acceptance in E-commerce. The role of social media for companies is to

establish close connections and easy access between consumers and companies. Therefore, SMM

is seen as a new point of view of corporate marketing strategy in engaging marketing products,

services, information, and ideas in marketing by using online social media. The majority of

economic ways of advertising every product is social media marketing. Almost all social networks
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offer free subscription and profile creation. Information from social media is what customers rely

on. Increase brand loyalty, directly and on a regular basis. To have a connection with potential

consumers in the digital economy, use social media marketing. A lot of companies notice the

significance and essentiality of using social media in marketing. Information from social media is

what customers rely, based on (Ziyadin et al., 2019). Customers spend less time perusing

product information because social media marketing streamlines the process and makes it easier

for them to finish. Customers can access the benefits and needs of social media marketing, and

social media marketing influences factors that increase users' frequency and intention to make

purchases. In the end, a consumer's purchasing behavior is determined by their brand awareness

(Zhang, 2023). The help of social media is for customers to specify the branded products,

developing new products into branded products, To follow new product products for specific

brands in order to influence customers' purchasing decisions. Further, the usage of social media

raises the understanding of consumers with respect to new products or services. For people who

use social media, in their daily lives, social networking sites are more curious, entertaining, and

helpful. (Shataram, 2019). People who use social media found that decision-making easier and

enjoyed the process more, in contrast to people who looked into other sources of information.

Those who thought there was more and better information available on social media than they

had anticipated tended to be satisfied. It appears that consumers' satisfaction with social media

is not negatively impacted by a great deal of information (Voramontri & Klieb, 2019b). Social

media marketing (SMM) was one of the first initiatives that has continuously improved

throughout trade's history. This particular specific change in the past ten years has fundamentally

altered traditional advertising approaches and pushed advertisers into a new era. SMM puts

consumers back at the center of the business world and provides advertisers with a new set of

tools to connect with consumers and creatively integrate them into brands. Advertisers must, at

its core, understand how Consumer Buying Decision Making (CBDM) has been affected by living

online (Sharma, 2020). Businesses' marketing strategies will surely evolve as a result of the

widespread usage of social media as highly engaging communication channels. Numerous

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previous research have concluded that social media plays a significant influence in increasing

brand recognition. As a result, enhanced awareness will positively influence customer decisions

(Ardiansyah & Sarwoko, 2020). Customers are back at the center of the business world thanks to

social media marketing, which also provides marketers with new tools for engaging with

customers and creatively incorporating them into their brands. To put it simply, marketers must

understand how social media has influenced consumer purchasing decisions.Compared to

traditional media, social media marketing focuses on extending marketers' perspectives to

promote a product or service, making it the most modern type of marketing (Prasath &

Yoganathan, 2018). Social media advertising has emerged as the most effective technique for

businesses to market their products and influence customer purchasing decisions. It has

overtaken traditional marketing by giving businesses additional channels for social media

connection with their target audience. The Internet's evolution, particularly the introduction of

social media, has ushered in a new era of social interaction.

Content marketing

Social media marketing is a tool we use to sell a company's products or services, and

there are many different types of social media marketing, including content marketing. According

to Ahmad et al. (2016), social media content marketing (SMCM) is an important aspect of brand

health that allows customers to learn more about brands. It also plays a vital role in tempting

customers and motivating them to engage with brands. According to Ansari et al. (2019), the

purpose of content marketing is to attract and acquire a clearly defined audience by developing

and distributing valuable, important, and consistent information with the intention of operating

profitable consumer action. Instead of focusing on the brand or company, it aims to answer

questions, assisting customers with their current challenges and decision-making process.

Moreover, according to Ansari et al. (2019), in this technologically advanced era, social media

content marketing is crucial because it can influence consumers to take the desired action, such

as making a purchase decision. This relationship between social media content marketing and
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consumer purchase decisions is moderately positive and significant. When there are a lot of

competitors in the market, content marketing is an essential tool for business to stand out from

the crowd. Good content can communicate your message to customers and persuade them to

buy from you instead of competitors, so it's important to keep your target audience interested.

According to (Kee & Yazdanifard, 2015) creating and spreading interesting information on social

media that improves people's daily lives, content marketing is now recognized as a top digital

marketing communication strategy. Content marketing serves as a strategy for establishing and

maintaining connections with a target audience by spreading informative content. And according

to (Du Plessis, 2017) it also takes the perspective of the consumer to develop relationships. Also,

Customers can obtain information from content marketing. This is excellent, informative and

useful information for consumers to use when making decisions about what to buy (Gao, 2018).

Advertising /Sponsorship

According to the findings of (KV et al., 2021), drawing attention has a considerable

impact on purchase intent. This is illustrated by the fact that, in today's digital age, where the

user has access to a great number of products, the addition of information such as discounts

separates one product from the others. Information with an advantageous unexpected value can

drive consumers to disregard several of the steps in the decision-making process and generate

buy intent quickly. Advertisement is intended to influence clients' decision-making processes and

decisions at all stages depending on marketing and advertising achievements (Ahmed, 2018;

Odunsi, 2020b). It plays an important part in the current day since it influences people's attitudes

and thoughts, which in turn influence customer purchasing behavior (Dhaliwal, 2016; Odunsi,

2020b). The effectiveness of advertisements influences customer decision-making. Consumers'

willingness to purchase the promoted product also indicates the efficacy of the advertisement.

Advertising success is determined by a variety of factors, including media quality, media channel

selection, and content quality. (Fan, 2022). Creating brand awareness, preference, and product

or service selection is the essence of advertising. In marketing and advertising research, attitudes
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toward the advertisement are the most influential theory. Consumer attitudes toward brands are

influenced by the attitudes they form toward advertisements until they intend to make a

purchase (Goldsmith & Lafferty, 2002; Chukwu et al., 2019). Affecting consumers' buying

behavior is the main importance of advertising. The behavior can be changed or react quickly in

people’s minds. The aim of consumer behavior analysis is to elaborate on ‘why customers act in

specific ways in specific situations. Establish Brand image is established by advertising, which

also has the power to maintain or modify it (Nangoy, 2018). Advertising serves to inform,

influence, or remind consumers about the goods and services that a given industry provides. To

gain the biggest market share, these industries invest significant resources in various forms of

advertising. Advertisement acts as a chief conveyor to attract the attention of consumers. The

advertisement role is a chief conveyer to attract consumers’ attention (Arora, & Batra, 2019).

Advertising also develops advertisements that carry an emotional bond with customers. When

faced with thousands of products, consumers attempt to categorize the brand association with

their current memories, sometimes shifting memories to a brand image and perception towards

new products. They can then classify the most recent information about a specific brand and

shore as such in their recollections (Rahmi, 2020). Any business can use advertising as a very

effective tool to market their goods. An emotional and rational bond between the consumer and

the product is known as advertising appeal. It all comes down to persuading others using

trustworthiness, feelings, and underlying reasoning. It is crucial to the advertising practitioners to

understand which appeal influences the particular target market and which appeal works

effectively with the product research aimed at finding the major advertising appeals that

influence the customer (Poonam, et al., 2020). Customers are more likely to pay attention to a

product's introduction and features when given as a narrative instead of a list of facts and stats.

The primary goals of advertising are to leave a lasting impression, build brand compassion, and

capture attention. Customers occasionally show little interest in the advertised goods, preferring

to recollect the commercial's meaning or plot. Ad communication that is effective implies that the

desired market consequences are met. Advertising has a variety of consequences on customers,
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including good feelings about the advertisement, brand memory, ad recall, persuasion, and

purchase. It was determined that advertisements are necessary for promoting a company's

products and services. Advertisements have a tremendous influence on customers' purchase

decisions. Discounts and bargains have a significant impact on consumer behavior, which is

subsequently influenced by pricing and product specifications. Marketers may find this study

valuable in determining how to contact the biggest number of consumers in order to promote

their products and services (Pal & Pal, 2019).

Influencer marketing

Based on the findings of (Verplancke & Gelati, 2022) Social networks and influencers

hold an immense influence over young generations of consumers. Consumers recognize and form

relationships with influencers, which leads them to follow the suggestions of those influencers.

This association has a wide range of effects on young consumers. The study of (Stefan & Zak,

2020) stated that Influencer marketing is a highly effective and well-liked method of promotion.

Despite its widespread use, however, this strategy can still provide an edge over the competition.

Different consumer segments will react differently to the influencers with whom the company

chooses to work. They also stated that the effectiveness of influencer marketing is determined by

selecting the suitable personality for whom they aim to concentrate their advertising. To convey

elegance, exclusivity, and curiosity, large worldwide businesses frequently seek out well-known

figures from the world of celebrities. (Goud, 2023) also stated that Influencer marketing has

emerged as an important component in the modern marketing setting, significantly influencing

consumer behavior. Influencers shape purchasing decisions by fostering trust, increasing brand

awareness, providing social proof, and engaging consumers through relatable content. Influencer

marketing can help brands gain a competitive advantage in an increasingly digital and socially

connected world. According to (Widyastuti, 2020), the right marketing and media strategy is used

to reach the intended market so that sales volume and profits always increase. Internet
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marketing is a marketing medium that is currently in high demand by the general public for a

variety of purposes. They gradually abandoned the conventional/traditional marketing model in

favor of modern marketing, particularly online marketing. As we all know, there are several

marketing digital components that sellers employ to promote their products, thus digital

marketing significantly improves the company's marketing process. According to the findings of

Zak and Hasprova (2020), some products may profit more from influencer marketing than others.

Influencers will have the greatest effect on purchasing clothing, shoes, cosmetics, and,

unexpectedly, services. Meanwhile, individuals rely mostly on other criteria when buying food,

jewelry, and electronics, although influencer marketing may have an impact on them as well.

According to De Veirman et al. (2021), many firms employ social media influencers to sell their

products to specific audiences. However, influencer marketing has primarily been implemented

by trial and error, with little knowledge of how social media influencers should be properly

utilized as a separate instrument in the marketing mix. According to Appel et al. (2019), the

future of social media in marketing may not be a continuation of what we have seen thus far due

to the fast-paced and ever-changing nature of social media—and how consumers use it.

Word of mouth

According to Ahmad, Nawaz, et al. (October 31, 2014), the decision-making process and

the psychosocial dynamics involved in evaluating, obtaining, using, or ordering goods and

services are fundamental in modern consumer behavior. With a rising number of consumers

experiencing the dilemma of 'choice overload' and growing skepticism towards product claims,

cutting through advertising clutter to convey a compelling message has become increasingly vital.

De, A., Carvalho, et al. (2012), highlight the importance of interpersonal communication or word

of mouth as a pivotal and highly effective consumer decision-making channel in the context of

evolving societal dynamics. In the context of viral marketing in a cluttered online environment, a

paper presents a model and methodology for understanding the influence of word-of-mouth at

various decision-making stages. This study emphasizes the role of social ties, tie strength,
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perceptual affinity, and demographic similarity on recipient behaviors, based on a field study

involving 1100 individuals who responded to unsolicited emails from acquaintances (De Bruyn,

A., & Lilien, G. L., 2008). Online word of mouth has played a crucial role in positively shaping

purchasing decisions. According to research findings, the utilization of word of mouth has proven

to be advantageous for organizations as an effective marketing tool. The outcomes indicate that

word of mouth has effectively persuaded customers to take positive actions in their decision-

making processes. (De et al., “THE INTERNATIONAL JOURNAL of ORGANIZATIONAL

INNOVATION). According to (HOGAN et al.) It underscores the importance of employing a

customer lifetime value approach to better assess advertising effectiveness, considering post-

purchase behaviors such as word-of-mouth. Contrary to the notion held by some advertisers that

word-of-mouth serves as an alternative to advertising, the authors demonstrate that it can be

quantified how word-of-mouth often complements and extends the effects of advertising. The

impact of word-of-mouth (WOM) is driven by a select group of well-connected individuals, and

their influence is fueled by our inherent human desire to be helpful through offering advice.

People also share a collective enjoyment in actively seeking valuable information. (Smith et al.)

According to (Ahmad et al.) Viral marketing is becoming increasingly prevalent in the realm of e-

business, particularly among consumers and buyers. It has been disclosed that when making

purchases, consumers predominantly rely on word of mouth for trust. The aim of word-of-mouth

marketing is to pinpoint influential nodes that can efficiently propagate product impressions. This

involves accurately determining which reviewers to choose as influential nodes. This suggested

method can be utilized to conduct online word-of-mouth marketing more effectively, resulting in

significant resource savings in customer identification. (Li et al., “Identifying Influential Reviewers

for Word-of-Mouth Marketing”) Also, According to (Chen and Yuan) numerous articles examining

extensive e-commerce and social media data have highlighted the significance of word-of-mouth

(WOM). These studies demonstrate that consumer discussions impact product preferences and

influence purchase decisions. When organizing travel plans, individuals tend to be more

significantly influenced by the remarks and viewpoints of friends and family (word-of-mouth,
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WOM) compared to feedback from other Internet users (eWOM). The research indicates that

tourists primarily turn to official travel destination websites for information, making it the most

commonly utilized online platform, followed by travel blogs and social network sites dedicated to

travel. (Hernández-Méndez et al.) Word-of-mouth (WOM) marketing offers distinct advantages

over traditional advertising, with lower costs and faster dissemination, especially in online social

networks. The SIPNS model is introduced to capture WOM marketing processes, showing a

unique equilibrium influenced by various factors. Experimental results suggest a globally

attracting equilibrium. The proposed measure for overall profit in a WOM marketing campaign,

along with theoretical and experimental insights, informs recommended promotion strategies.

This novel treatment enhances our understanding of WOM marketing. (P. Li et al.)

Video marketing

Brands and products have an approach to video marketing. This is not a new concept.

Video marketing has gained importance across all channels and platforms. Video is no longer

thought to be the sole component of marketing and advertising efforts. It is essential to any

brands and product's campaign efforts and outreach, particularly its social strategy. Video

marketing has totally overtaken marketing (Lin et al., 2022). Currently, video marketing is a

holistic marketing approach, which implies that the video content must be generated by all

brigades in a measurable, conversational, and practical manner. Video marketing benefits more

than just content development. It influences the client's decision to acquire and purchase the

product (Luo et al., 2013). A mere mention of the term video in the subject line of an email can

raise open rates by 19. 90% of consumers agree videos help them make decisions. However,

video marketing has altered not just how customers buy and businesses market, but also how

salespeople communicate with implicit consumers (Hubspot, 2021). YouTube, Facebook, and

Instagram are the top three social media channels that guests utilize to discover new services

and goods (Yüksel, 2016). 64 clients reported that watching a video marketing campaign on

social media had a direct impact on their purchasing decisions (Sánchez, 2017). Since the
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beginning of technological innovation, research on the effects of various marketing mediums on

customer behavior has identified video as a successful marketing tool (Sedej 2019). 78% of

marketers believe that video marketing has increased their company's net profits (Hubspot,

2021). Experimenters use exploratory exploration to understand a living spectacle and gain new

perspectives on it in order to form a more complex issue (Mainardes et al., 2010). Retrogression

analysis is required to detect patterns and parts, make predictions, probe unproductive

connections, and generalize results to larger groups (Zilles et al., 1980). When researchers refer

about "data collection," they mean the act of acquiring, measuring, and analyzing correct

perception for research purposes using established and acknowledged processes such as surveys

(Duffy et al., 2004). Previous research has also linked purchase intentions to advertising value

and recommendations made by other users (Dehghani et al., 2013). It is critical for future

researchers to carefully identify the antecedents of advertising stations and inflow experience

(Yan et al., 2016)

Customer Review

Marketers understand that internet research is an important part of the modern

consumer's purchase process, and successful ecommerce firms employ user reviews as a key

sales tool, according to (Insights, 2023). Positive evaluations build customer trust and have the

potential to enhance sales. While bad reviews may turn off first-time buyers, they are also

considered as proof of credibility—after all, no brand is flawless. Constantinides (2016) noted that

online consumer reviews, product and service suggestions, and peer opinions are becoming

increasingly significant in the customer decision-making process. The goals, functions, and

characteristics of the numerous online product review and recommendation platforms vary. The

valence and amount of reviews are the most important influences on sales and attitudes

(Helversen et al., 2018). According to Chen et al. (2022), when it comes to online buying, people

are increasingly looking to product reviews for guidance. Reviews, as opposed to official product

information provided by merchants, are provided by previous customers who purchased the
 25

goods through online shopping platforms. According to Zhong et al. (2021), the characteristics of

online reviews include review scores, valence (positive or negative evaluations), depth, number

of reviews, and language elements. The three most typical features are review valence, depth,

and volume of reviews. Valence refers to the emotional tendencies represented by a comment.

Purchasing Decision

According to (Weisstein et al.) A substantial volume of unfavorable reviews can

substantially diminish the perceived value of a product for prospective buyers. Despite the

considerable influence of negative reviews, there has been relatively scant focus on

comprehending how the combination of positive and negative reviews influences consumers'

perceptions of price and their subsequent purchasing decisions. In an effort to mirror the actual

online shopping landscape, our study seeks to explore how online reviews impact purchasing

choices in scenarios where both positive and negative reviews are present. Also, according to

Yogesh, social media emerges as the predominant source of information, valued for its perceived

convenience, effectiveness, and credibility. Furthermore, social media reviews and opinions

contribute to the decision-making process in purchasing; however, there is an unexpectedly low

tendency among individuals to share their experiences after making a purchase. As per (Majali,

Tha'er, et al.,) conducted a study exploring the factors influencing the usefulness of online

consumer reviews and their subsequent impact on purchasing decisions. The research utilized the

structural equation modeling approach with smart software to analyze consumers' perceptions of

review usefulness and its connection to their purchase decisions. Based on (Helversen et al.)

younger adults prefer products with better attributes and higher average consumer ratings.

When faced with trade-offs, they opt for the higher-rated product, but a single impactful review

can override this preference. Older adults are strongly influenced by a single impactful negative

review, considering product attributes but not average ratings or positive reviews. This suggests

older adults are less swayed by aggregated consumer information and positive experiences but

easily influenced by negative reviews. Social media networks exert a significant impact on
 26

consumers' purchasing decisions. The findings indicate that the influence of social media is

particularly pronounced during the stages of information gathering and alternative evaluation

compared to other phases of the decision-making process. (Oumayma) According to ( IJACSA

Editorial from the Desk of Managing Editor… ) Companies are experiencing a surge in the volume

of online messages and information disseminated through social media. This has emerged as a

significant factor shaping different facets of consumer behavior. For companies aiming to market

their products through social networks, it is advised to adopt strategies that integrate transparent

information sharing and encourage word-of-mouth communication among users. This approach

can have a more substantial influence on clients' purchasing decisions. (Gutiérrez Flórez et al.)

Based on (Fernandes et al.) proposing a standardized scale for online retailers to assist

consumers in decision-making. Emphasizing the crucial role of online reviews as a key source for

product information and influencing purchase decisions. Recent academic focus on Online

Consumer Reviews (OCRs) examines their dimensions and impact on purchase intentions. The

review covers credibility, roles, antecedents, helpfulness, metrics, and outcomes of OCRs. A case

study provides further insights into the relationship between OCRs and consumer purchase

intentions. (Elwalda and Lu) Lastly, a significant body of literature has explored the influence of

favorable online reviews on consumers' choices to make purchases. (Weisstein et al.)

SYNTHESIS

By assisting consumers in identifying product brands, transforming new products into

branded products, and keeping track of new products for particular brands, social media can

have an impact on their purchase decisions. Using social media improves consumers' knowledge

of novel goods and services (Shataram, 2019). Ansari et al. (2019) also state that content

marketers produce and distribute significant, valuable, and regular content in an effort to draw in

and develop a particular audience as well as encourage profitable consumer behavior. It tries to

avoid focusing on the business or advertise in favor of answering inquiries and assisting

customers with present problems and decision-making. Depending on marketing and advertising
 27

success, advertising could have an impact on customer decisions at every stage and throughout

their decision-making process (Ahmed, 2018; Odunsi, 2020b). It is still relevant in the modern

era because it shapes people's attitudes and ways of thinking, which greatly affect consumers'

purchasing decisions (Dhaliwal, 2016; Odunsi, 2020b). According to Goud (2023), influencer

marketing has become more significant in the modern marketing landscape. Influencers sway

consumers' purchasing decisions by establishing reliability, increasing awareness of the company,

providing social proof, and captivating their attention with relatable content. The research of De,

A., Carvalho, et al. (2012), word-of-mouth or interpersonal communication is a vital and powerful

channel for consumer decision-making in terms of changing the dynamics of society. A paper

provides a model and method for understanding word-of-mouth influence at various stages of

decision-making with regard to viral marketing in a cluttered online space. A comprehensive

strategy, video marketing calls for content to be created in-house by all departments in a way

that is measurable, approachable, and useful. Video marketing is more important than just

producing content when it comes to influencing customers' purchase decisions (Luo et al., 2013).

A large quantity of undesirable reviews could decrease the value of the product for

prospective buyers. Despite the major influence of negative reviews, there has been a little focus

on understanding how the combination of positive and negative reviews affects buyers'

perceptions of price and their subsequent purchasing decisions. (Weisstein et al.). Based on

(Helversen et al.) younger adults tend to prefer products with better attributes and higher

average consumer ratings. However, their preference can be overridden by a single impactful

review. Older adults are less influenced by combined consumer information but easily affected by

negative reviews. According to Chen et al. (2022), regarding online shopping, consumers are

increasingly seeking product review information. Reviews, compared to sellers' published product

information, and are provided by other customers who have purchased the goods through

internet retailers.

According to Yogesh, social media is the primary source of information valued for its
 28

perceived credibility, efficacy, and convenience where people share their experiences and

opinions after purchasing products that can also affect the decision making process in

purchasing. Consumers' opinions of review usefulness and how it related to their purchasing

decisions using the structural equation modelling approach and smartpls software (Majali, Tha'er,

et al.). These studies show how consumer conversations affect product preferences and have an

impact on buying decisions. When it comes to making travel arrangements, people are generally

more swayed by the comments and opinions of friends and family (WOM) than by feedback from

other online users (eWOM) (Chen and Yuan).

CHAPTER 3

Methodology

This chapter indicates the research methods used by the researchers to carry out this

study. This includes the research design, samples and participants, sampling procedures,

instruments, and statistical data treatment/analysis. The following data and procedures will assist

researchers in determining The Impact of Social Media Marketing and Customer Reviews on

Purchasing Decisions among Senior High School Students at San Jose Academy.

Research Design
 29

The type of research used in this study is quantitative research. Quantitative research,

according to Coghlan and Brydon-Miller (2014), is a set of methods, techniques, and assumptions

used to study psychological, social, and economic processes through the exploration of numerical

patterns. Quantitative research collects a wide range of numerical data. Researchers can use

quantitative data to conduct simple to extremely sophisticated statistical analyses that aggregate

the data. The reason why descriptive design will be used in this study, which according to

Siedlecki (2020). Descriptive studies seek to provide an in-depth description of individuals,

events, or conditions through observation in their natural state. In this type of study, the

researcher does not manipulate any variables and instead focuses only on describing the sample

or variables. These studies examine the characteristics of a population, identify problems within a

unit, organization, or population, and investigate differences in characteristics or practices

between institutions or countries.

Population Sampling

The senior high school students of San Jose Academy, A Catholic School in Navotas City,

were chosen as study participants during the school year 2023-2024. To efficiently address our

country's large consumer base, researchers chose to enlist the help of San Jose Academy

students to complete the task in a timely and reasonable manner. The study includes three

hundred ninety-five (395) students from Grade 11 and three hundred thirteen (313) students

from Grade 12. Due to the huge number of senior high school students at San Jose Academy, the

researchers selected a sample size of one hundred (100) to obtain more solid results. The

researchers estimate that a sample size of one hundred (100) will be sufficient to create and

formulate relevant and accurate results. With researchers selecting 6-7 students from each

section of San Jose Academy’s Senior high school, for a total of 15 sections. Recognizing the

possibility of distinct characteristics or traits within different sections of the student population,
 30

the researchers aim to ensure an accurate and effective representation that captures the wide

range of characteristics among senior high school students. The use of stratified sampling

improves the research approach, allowing for a more comprehensive understanding of the

phenomenon by gathering insights from various student strata.

RESEARCH INSTRUMENT

The researchers used a survey questionnaire for gathering the information required to

achieve the study's aims. To ensure complying with research ethics, informed consent is obtained

prior to the use of the study instrument. Given the quantitative approach of the study, the survey

questionnaire would assist the researchers in gathering responses while keeping the study's aims

in mind. The research instrument, in the form of a survey questionnaire, is then delivered using

Google Forms to collect responses related to the study problem. Aside from the informed consent

and introduction sections, the research instrument consists of (3) parts which consist of:

Demographic Profile of the Respondents, Social Media Marketing, and Customer reviews derived

by the researchers from the studies of Pandey et al. Throughout the research instrument, the

Likert Scale is used in the form of sentences in which respondents are asked to rate how much

they believed their perceptions applied or agreed with. Furthermore, a four-point Likert Scale is

utilized to eliminate uncertainty, as opposed to a five-point Likert Scale with "Neutral" applied,

which causes respondents to answer loosely. Furthermore, while the Likert Scale is useful for

analyzing and comparing statistical results.

Likert Scale

Jamieson (2024) highlights several key considerations for researchers using Likert scales

in social and educational research. These include the response categories and their assigned

values, the scale's size (number of points), the directionality (positive or negative phrasing), the

ordinal nature of the data (ranked categories not equal intervals), and the appropriate statistical

methods for analyzing such data. A Likert Scale is a range scale used in quantitative research to
 31

assess respondents' opinions, perceptions, and behaviors. In this study, this scale is used to

understand respondents' judgments of a series of statements based on research instruments in

order to identify the underlying components of an attitude.

The following are the quantitative description that was adopted to be able to quantify

the responses of the respondents in each item that involves the Likert Scale:

TABLE 1
Scale Interpretation

1 Strongly Disagree

2 Disagree

3 Agree

4 Strongly Agree

To allow the researchers to interpret the weighted mean, the following scale is used.

TABLE 2
Weighted Mean Interpretation

1.00 - 1.75 Strongly Disagree

1.76 - 2.50 Disagree

2.51 - 3.25 Agree

3.26 - 4.00 Strongly Agree

( 4−1)
The interval in this scale is computed as: = 0.75 where 4 being the highest and
4

1 being the lowest number in the Likert Scale utilized by the study.

Method of Data Analysis

 32

In order to make sense of the data the researchers collected, the researchers calculated

two key statistics: the average score (mean) and the spread of the scores (standard deviation).

They will then explain what the average score means by referring to the scoring system

described in the research instrument. According to Rungson Chomeya (2010) the world of

behavioral research is full of questions about the best Likert Scale design. Even though there

haven't been many studies comparing the quality of instruments based on different scales, this

researcher believes focusing on this issue could be a game-changer. By understanding the impact

of scale choice, researchers using Likert scales would be better equipped to pick the most

suitable test format for their specific study.

CHAPTER 4

In this chapter, the results, analysis, and interpretation of the data gathered from the

responses to the distributed questionnaire will be shown. The data gathered was properly

conducted and analyzed. The following are the data that the researchers gathered for the study:

I. Demographic profile
 33

TABLE 3

Frequencies of Grade Level

Grade Level Counts % of Total Cumulative %

Grade 11 50 50.0 % 50.0 %

Grade 12 50 50.0 % 100.0 %

Table 1 shows the frequency of grade level according to the number of students in each

grade. The number of students in each grade is a percentage of the total number of students. In

this case, there are 100 students total, with 50 in grade 11 and 50 in grade 12. This means that

50% of the students are in grade 11 and 50% of the students are in grade 12.

TABLE 4

% of Cumulative
Senior High Strand Counts
Total %

Science, Technology, Engineering, and Mathematics

51 51.0 % 51.0 %
Strand (STEM)
Accountancy, Business, and Management Strand
29 29.0 % 80.0 %
(ABM)
General Academic Strand (GA) 7 7.0 % 87.0 %
Humanities and Social Sciences Strand (HUMSS) 13 13.0 % 100.0 %

Interpretation: This data reveals a clear preference for the Science, Technology,

Engineering, and Mathematics (STEM) strand among senior high school students in this

program. With 51% (51 students) enrolled in STEM, it surpasses all other strands. This suggests

a strong interest in science and technology-related fields. The remaining strands (Accountancy,

Business, and Management - ABM, General Academic - GA, and Humanities and Social Sciences -

HUMSS) have a smaller and more balanced distribution, ranging from 7% (GA) to 29% (ABM).

Further exploration is needed to understand the reasons behind this selection and its potential

impact on students' future educational and career paths.

TABLE 5
 34

Frequencies of How frequently do you use Shopping Websites?

% of Cumulative
How frequently do you use Shopping Websites? Counts
Total %

I seldom use shopping websites. 29 29.0 % 29.0 %

My usage of shopping websites varies depending on my
1 1.0 % 30.0 %
needs.
I rarely use shopping websites. 20 20.0 % 50.0 %

I use shopping websites most of the time. 46 46.0 % 96.0 %

I never use shopping websites. 2 2.0 % 98.0 %

I never use shopping websites 2 2.0 % 100.0 %

Interpretation: This survey reveals a trend towards online shopping, with nearly half

(46%) of respondents indicating they use shopping websites most of the time. This highlights the

growing popularity of e-commerce. However, a significant portion (49%) still relies on traditional

methods, with 29% seldom using shopping websites and another 20% using them rarely. This

suggests online shopping hasn't entirely replaced in-person shopping, and factors like

demographics may influence these preferences. Further investigation into the reasons behind

online shopping habits and what products are typically purchased online could provide valuable

insights.

II. Social media usage

TABLE 6

Frequencies of a. How often do you use social media platforms? (Examples: Facebook,
Instagram, Twitter)
a. How often do you use social media platforms?
Counts % of Total Cumulative %
(Examples: Facebook, Instagram, Twitter)

Several times per day. 95 95.0 % 95.0 %

Once a day 3 3.0 % 98.0 %
A few times a week 2 2.0 % 100.0 %

Interpretation: This survey uncovers a sea of social media ads, with 95% of

respondents seeing them daily. While this suggests frequent exposure, it doesn't guarantee users
 35

actually notice or are swayed by the ads. Considering demographics and user perception of social

media advertising can provide a sharper analysis.

TABLE 7

Frequencies of b. Which social media platforms do you use the most?

b. Which social media platforms do you use the % of Cumulative

Counts
most? Total %

TikTok 24 24.0 % 24.0 %

Facebook, TikTok 4 4.0 % 28.0 %
Facebook 27 27.0 % 55.0 %
Twitter 3 3.0 % 58.0 %
Facebook, Instagram, TikTok, YouTube 1 1.0 % 59.0 %
Facebook, Instagram, Twitter, TikTok 9 9.0 % 68.0 %
Facebook, Instagram, TikTok 7 7.0 % 75.0 %
Facebook, Instagram 1 1.0 % 76.0 %
Instagram 12 12.0 % 88.0 %
Instagram, Twitter, TikTok 2 2.0 % 90.0 %
Facebook, Twitter, TikTok 4 4.0 % 94.0 %
Instagram, TikTok 2 2.0 % 96.0 %
Facebook, shoppee 1 1.0 % 97.0 %
Twitter, TikTok 1 1.0 % 98.0 %

Youtube 1 1.0 % 99.0 %

Facebook, Instagram, Twitter, Snapchat, TikTok 1 1.0 % 100.0 %

Interpretation: A survey reveals Facebook remains the king of social media with 27%

of users claiming it as their preferred platform. However, challengers are rising. TikTok and

Instagram are in a dead heat for second place, each garnering 12% of the top spot.

Interestingly, 4% use both Facebook and TikTok, while a smaller percentage favor

combinations of Facebook and Instagram, or Instagram and TikTok. Nearly a third of

respondents (29%) use other platforms, including Twitter, YouTube, Snapchat, and lesser-

known options, highlighting a diverse social media landscape.

 36

III. Awareness of products and services

TABLE 7

Frequencies of a. Have you ever seen products or services advertised on social media
platforms?

a. Have you ever seen products or

services advertised on social media Counts % of Total Cumulative %
platforms?

Yes 98 98.0 % 98.0 %

No 2 2.0 % 100.0 %

Interpretation: A staggering 98% of respondents have encountered advertised

products or services on social media platforms. This highlights the potential of social media

advertising to reach a massive audience. However, it's crucial to remember that exposure doesn't

guarantee effectiveness. The survey doesn't delve into ad frequency or user perception. People

might see social media ads, but that doesn't necessarily translate to paying attention or finding

them persuasive. Further exploration into ad frequency and how users perceive social media

advertising could provide a more comprehensive understanding of its true impact.

TABLE 8

Frequencies of b. If so, how often do you see such advertisements?

b. If so, how often do you see such Cumulative

Counts % of Total
advertisements? %

Quite commonly 74 74.0 % 74.0 %

Sometimes 26 26.0 % 100.0 %

Interpretation: This table explores the prevalence of exposure to a specific type of

advertisement. The data reveals a clear trend, with the majority (74%) of respondents indicating

they encounter these advertisements "Quite commonly." The remaining 26% of participants

reported seeing them "Sometimes."

 37

IV. Impact of social media marketing

TABLE 9

Frequencies of a. Have you ever made a purchase based on social media advertisements?

a. Have you ever made a purchase based on

Counts % of Total Cumulative %
social media advertisements?

Yes 78 78.0 % 78.0 %

Maybe 2 2.0 % 80.0 %
No 20 20.0 % 100.0 %

Interpretation: A survey on social media ad influence revealed that a significant

portion, 78%, of respondents admitted to making purchases due to social media advertisements.

Only 20% stated they never had, while a remaining 2% were unsure of their buying habits in

relation to social media ads. In essence, the survey suggests social media advertising holds

considerable sway over consumer purchasing decisions.

TABLE 10
Frequencies of b. How much do customer reviews influence your buying decisions?

b. How much do customer reviews influence your

Counts % of Total Cumulative %
buying decisions?

A lot 76 76.0 % 76.0 %

Somewhat 19 19.0 % 95.0 %
Not much 5 5.0 % 100.0 %

Interpretation: Our research yielded compelling evidence regarding the impact of

customer reviews. A staggering 76% of participants indicated reviews hold significant weight in

their buying decisions. Conversely, a mere 5% reported not much influence from reviews. The
 38

remaining 19% placed reviews somewhat. These findings suggest a robust link between

customer reviews and consumer behavior.

TABLE 11

Frequencies of What factors influence your opinion regarding the credibility or inaccuracy of
customer reviews?

What factors influence your opinion regarding the

Counts % of Total Cumulative %
credibility or inaccuracy of customer reviews?

Picture reviews 5 20.8 % 20.8 %

Video and picture 6 25.0 % 45.8 %
Negative and positive reviews 3 12.5 % 58.3 %
Customer reviews 8 33.3 % 91.7 %
Inaccuracy of customer reviews 2 8.3 % 100.0 %

Interpretation: The table shows the results of a survey on what factors influence

people's opinions about the credibility or inaccuracy of customer reviews. The most common

factor, selected by 33.3% of respondents, was simply the content of the customer review. This

was followed by pictures included in the review (20.8%), a combination of video and pictures

(25%), and then negative or positive reviews (12.5%). A very small percentage of respondents

indicated that the inaccuracy of the customer reviews.

TABLE 12
Frequencies of What adjustments would you make to social media marketing to make them
more appealing to people your age?

What adjustments would you make to social

media marketing to make them more Counts % of Total Cumulative %
appealing to people your age?

Creative 3 11.5 % 11.5 %

Appropriate to age 1 3.8 % 15.4 %
Appropriate to age 3 11.5 % 26.9 %
more realistic 4 15.4 % 42.3 %
aesthetic 3 11.5 % 53.8 %
catchy 2 7.7 % 61.5 %
 39

TABLE 12
Frequencies of What adjustments would you make to social media marketing to make them
more appealing to people your age?

What adjustments would you make to social

media marketing to make them more Counts % of Total Cumulative %
appealing to people your age?
provide reviews 2 7.7 % 69.2 %
follow the trends 5 19.2 % 88.5 %
advertisement 3 11.5 % 100.0 %

Interpretation: The most common answer, with 19.2% of respondents, was "follow the

trends". This suggests that young people want to see social media marketing that is current and

relevant to their interests. Other popular responses included more creative content (11.5%),

more realistic content (11.5%) and content that is aesthetically pleasing (11.5%).

In total, 38.5% of respondents wanted social media marketing to be more creative,

realistic, or aesthetically pleasing. This suggests that young people find a lot of social media

marketing to be inauthentic or boring. Some other interesting findings from the survey include

that 7.7% of respondents wanted social media marketing to include more product reviews and

that 3.8% wanted it to be more age-appropriate.

TABLE 13
SOCIAL MEDIA MARKETING

S S
A D
A D MEA STANDARD
STATEMENTS (3 (2 I
(4 (1 N DEVIATION
) )
) )
Social media advertisements are relevant
28 64 7 1 3.19 0.598 AGREE
to my interests.
I trust the information provided in social
7 55 36 2 2.67 0.637 AGREE
media marketing
Consistent posts about a product on
STRONGLY
social media help me understand its 19 68 13 0 3.39 0.584
AGREE
features and benefits.
Sellers' quick responses on social media 43 54 3 0 3.54 0.642 STRONGLY
 40

make me feel more comfortable

AGREE
purchasing.
Social media advertisements influence
47 46 7 0 3.06 0.565 AGREE
my purchasing decisions
The quality of a product stated on social
media influences my decision to 28 60 11 1 3.23 0.649 AGREE
purchase it.
Social media marketing allows me to
STRONGLY
remain updated with the newest releases 41 54 5 0 3.36 0.578
AGREE
and trends.
I have made purchases based on
recommendations from different social 35 53 12 0 3.15 0.642 AGREE
media marketing
Social media promotions and discounts
STRONGLY
influence my decision to purchase 43 54 2 1 3.40 0.620
AGREE
products or services.
Social media use increases my 61 33 5 1 STRONGLY
awareness of various brands and their AGREE
3.40 0.55
reputations, which further influences my
decision to buy.
AGREE
MEAN OF TOTAL WEIGHTED AVERAGE 3.24 0.365

The average score across all survey statements regarding agreement with social media

marketing practices was 3.24 (SD = .365), indicating a slight positive skew. Consumers reported

social media ads to be relevant (M = 3.19, SD = .598) and found consistent product posts

informative (M = 3.39, SD = .584). Interestingly, trust played a role, with some trust in

presented information (M = 2.67, SD = .637) and a preference for quick seller responses for

purchase comfort (M = 3.54, SD = .642). The data suggests social media influences buying

decisions through both advertisements (M = 3.06, SD = .565) and promotions (M = 3.40, SD

= .620), along with increased brand awareness (M = 3.40, SD = .550). While limitations like

sample size and self-reported bias exist, this data implies social media marketing can be a

powerful tool to reach and influence consumers through informative and engaging content,

ultimately driving sales.

 41

TABLE 14

Customer Reviews
S S
A D
A D MEA STANDARD Interpretati
STATEMENTS (3 (2
(4 (1 N DEVIATION on
) )
) )
The quantity and quality of
positive reviews boosts my STRONGLY
69 30 0 1 3.67 0.533
confidence in purchasing a AGREE
product.
Customer reviews provided on
STRONGLY
social media help me determine 54 46 0 0 3.54 0.501
AGREE
the value of a product.
Seeing people share their positive
reviews with a product increases STRONGLY
65 32 2 1 3.61 0.584
my confidence in my purchasing AGREE
decision.
I often read both positive and
negative customer reviews before STRONGLY
54 38 7 1 3.59 0.621
deciding whether to purchase a AGREE
product or service.
Customer reviews have influenced
STRONGLY
my perception of an item, whether 64 35 1 0 3.39 0.65
AGREE
positively or negatively.
I personally wrote customer
feedback on social media 56 39 5 0 2.63 0.991 AGREE
networks.
I changed my mind about
purchasing a product or service STRONGLY
59 40 1 0 3.58 0.516
after seeing poor feedback from AGREE
customers on social media.
 42

I frequently compare customer

reviews from various social media STRONGLY
21 37 26 16 3.51 0.595
networks before making a AGREE
purchase.
I find customer reviews on social
STRONGLY
media helpful in making 47 46 6 1 3.45 0.672
AGREE
purchasing decision
When it comes to purchasing
items or services, I consider STRONGLY
65 30 4 1 3.63 0.50
customer feedback to be really AGREE
important.
MEAN OF TOTAL WEIGHTED STRONGLY
3.46 0.352
AVERAGE AGREE

The data suggests a positive sentiment towards reviews, with participants strongly

agreeing that the quantity and quality of positive reviews boost their confidence in a product

(mean score: 3.67). Interestingly, customers also consider negative reviews (mean score: 3.59

for reading both positive and negative reviews), demonstrating a balanced approach to

information gathering. Social media reviews hold particular weight, reflected in the high mean

scores for statements regarding their influence. Even participants who write reviews themselves

are swayed by the opinions of others (mean score: 3.39). These findings solidify the importance

of customer reviews in the modern shopping landscape.

TABLE 15

RELATIONSHIP BETWEEN CUSTOMER REVIEW AND SOCIAL MEDIA

MARKETING

CR SMM

CR Pearson's r —
df —
p-value —
SMM Pearson's r 0.594 —
df 98 —
p-value < .001 —
 43

CR SMM

Based on Table 6, the customer review and social media marketing has a positive moderate

correlation, r(98)=.594, and were highly significant (p=<.001). This finding suggests that the

presence of customer reviews directly affects social media marketing in a way that, as the

customer review increases in usage, social media marketing will increase its benefits. This shares

the findings of Majali et al.(2022), which explores the factors influencing the usefulness of online

consumer reviews and their subsequent impact on purchasing decisions. The consumers'

perceptions of review usefulness have a connection to the purchase decisions of the consumers,

just like how social media marketing benefits from customer reviews.

CHAPTER 5

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents its summary of findings, conclusions, and recommendations. The

study was discussed, including the significance of each conclusion for readers. In addition,

proposals for the study's beneficiaries will be offered.

SUMMARY OF FINDINGS

This generation needs a diverse set of perspectives and choices, as well as decision-

making and critical thinking abilities. These amenities could assist in the growth and marketing of

a business. Nevertheless some businesses have failed due to a lack of promotion and quality

services in identifying and implementing the numerous abilities needed to establish and sustain a
 44

business over time. This was one of the factors that encouraged the researchers to conduct their

investigation.

Social media marketing and customer reviews have a significant impact on senior high

school students' purchasing decisions and play an important role in making a positive impression

on the younger generation. Numerous studies have supported this claim.

According to the study, students' purchasing decisions are influenced by both social

media marketing and customer reviews. This research shows how San Jose Academy senior high

school students' decisions buying are influenced by social media marketing and customer review.

The results might give unique insights for companies and educators to set up their marketing

plans to match with this generation. Direct communication between businesses and customers

raises brand recognition and shapes the choices that customers make. Students become

interested in and motivated by promotional content, it subsequently convinces them to make a

purchase. Based on the findings, current trends capture attention and influence decision-making

of the senior high school student the most. While customer reviews serve as their guide in

making a purchase and it also plays a significant role. Influencer marketing leverages the power

of social media personalities to build trust and promote products to students.

A quantitative approach, especially a descriptive design. The study aims to calculate,

describe, and summarize acquired data in a logical, comprehensible, and efficient manner.

Slovin's formula is utilized to obtain the sample for this investigation. Furthermore, a survey

questionnaire which includes sections focused to the participants' profiles, A stratified sample of

100 students from the 2023-2024 academic year and a 4-point likert scale was utilized to collect

data on the impact of social media marketing and customer reviews. The researchers used pen

and paper to individually distribute survey questionnaires to the participants from a population

sample of 100 people. Mr. Alvin Torcuator, a TLE Coordinator and an advisor to San Jose
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Academy's Grade 11 ABM strand students, validated the data gathering tool. The results of the

survey show some interesting trends in social media usage and demographics, as well as how

these elements affect consumer choices. Social media is deeply ingrained, with 95% of students

encountering ads daily, with Facebook holding the top spot (27%). Additionally, it was discovered

that 76% of participants gave high weight on reviews, which had a substantial impact on

purchasing decisions. When asked what kind of content they preferred for social media

marketing, the most common answer (19.2%) was that they wanted it to be tailored to what

they like and current trends. Furthermore, the researchers used percentage and frequency

distributions, weighted mean, and standard deviation to get the results and describe each topic.

Specifically, the researchers explored and analyzed the following research questions:

CONCLUSION:

With an understanding of the importance of customer reviews and different types of

social media marketing, it is important to know how these factors impact the purchasing

decisions of senior high school students. By means of thorough data analysis, it was clear that

both variables play a considerable part in building their purchasing decision. The study findings

and the collected data demonstrate the significant relationship between customer reviews and

social media marketing, illustrating their mixed influence on purchasing decision making

processes. Most participants considered the significant influence of both factors on their

purchasing decisions.

The study understood and talked about the impact of social media marketing and customer

review on the purchasing decision among senior high school students at San Jose Academy. With

this, the following findings are concluded to correspond with the questions established prior to

this point:
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1. The majority of those surveyed use social media platforms several times per day,

including Facebook, Instagram, Twitter, and Twitter.

2. Most of the participants made a purchase based on social media advertisement.

3. Most of the participants buying decisions are influenced by the reviews of customers

4. Most of students at San Jose Academy increases their awareness of various brands and

their reputations, which further influences their decision to buy also the quantity and

quality of positive reviews boosts their confidence in purchasing a product

RECOMMENDATION

Based on the study's findings and conclusions, the researchers respectfully recommend the

following:

1. For the Business Owners, it is advised to utilize Social Media Marketing at all times and

to conspicuously display the customer reviews in order to attract more consumer.

2. For the Students and Consumers, it is recommended to further improve awareness on

the effects of marketing and to always make smart and calculated decisions online.

3. For the Society, be a responsible consumer by avoiding biased reviews and to always

state the truth for the benefit of other consumers and fellow citizen.

4. For the Future Researchers, explore the variables that can affect Social Media

Marketing.
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REFERENCES
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APPENDIX A
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APPENDIX B

The Impact of Social Media Marketing and Customer Review on the

Purchasing Decision among
Senior High School Students at San Jose Academy
Informed Consent

You're invited to join a research endeavor led by the San Jose Academy team. The study seeks to
understand how social media marketing and customer reviews impact the purchasing decisions of
senior high school students attending San Jose Academy. Your involvement in this study is
entirely up to you.

Study Procedures:

If you consent to participate, you'll need to:

1. Fill out a survey questionnaire evaluating your insights about the impact of purchase reviews
among senior high school students.
2. Share details about yourself and your business, covering aspects like grade level, section, and
your perspectives.
3. Rest assured, your answers will remain confidential and solely utilized for research objectives

Potential Risks and Benefits:

Participating in this study carries minimal risk. However, you may experience discomfort or
inconvenience when responding to sensitive questions about your personal opinions. Your
involvement has the potential to assist others in making purchasing decision

Confidentiality:

In accordance with the Data Privacy Act of 2012 (Republic Act No. 10173) of the Philippines, any
personal information you provide for this study will be kept strictly confidential and used
exclusively for research purposes. To safeguard your privacy, we will anonymize and aggregate
the responses you provide. Only the researchers involved in this study will have access to the
collected data, and it will not be shared with any third parties without your explicit consent. If
you have any concerns or questions regarding the use of your personal information, please
contact the researchers listed above. Your participation in this study indicates your understanding
of and consent to the terms outlined in this statement.

Voluntary Participation:

Participating in this study is entirely voluntary. You have the option to decline or withdraw from
the study at any time without facing any consequences. Your decision will not have any bearing
on your relationship with the researchers or San Jose Academy.
 54

Consent:

By signing this form, you acknowledge that you have read and understood the information
provided above. You voluntarily consent to participate in this research study.

The Impact of Social Media Marketing and Customer Review on the Purchasing
Decision among
Senior High School Students at San Jose Academy

Greetings! We are Grade 12 Senior High School Researchers from St. Peter Faber, currently conducting a
survey for our study on the impact of social media marketing and customer reviews on purchasing
decisions among students at San Jose Academy for the school year 2023-2024. We kindly request your
participation in our research questionnaire to aid our study. Your honest responses are crucial. Thank you,
and may God bless us all!

The respondent who will participate in this study is protected by the Data Privacy Act of 2012 (Republic Act
No. 10173)

I voluntarily participate in this research study

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APPENDIX C – BIODATA OF THE RESEARCHERS

GIANA BERNA CASTRO

213 E. Tuazon St. San Jose, Navotas City
Email: gianacastro15@gmail.com
Birthday: January 15, 2006

EDUCATIONAL BACKGROUND
 La Naval Academy
Kinder – Grade 1
 San Jose Academy
Grade School to Senior High School: Grade 2 to Grade 12 (Accountancy, Business
and Management)

ACADEMIC ACHIEVEMENTS
 Academic Excellence Award with Honors, Grade 7-8
 Academic Excellence Award with Honors, Grade 11-12
 Conduct Excellence Awardee, Grade 12 (3rd Quarter)

ORGANIZATIONS
 Member, Girls Scout of the Philippines (S.Y. 2015-2018)
 Member, Healthcare Club (S.Y. 2022-2023)
 Member, Girls Scout of the Philippines (S.Y. 2023-2024)
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KATE ANN P. NUDO

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JEWEL BIANCA P. BAUTISTA

23 F. Cruz St. Tangos Navotas City
Email: jecabautista18@gmail.com
Birthday: June 15, 2006

EDUCATIONAL BACKGROUND
Marvin A Radar School Inc.
Grade School: Grade 1-6
San Jose Academy
Junior High School
San Roque National High School
San Jose Academy
Senior High School: Grade 11 – Grade 12

ACADEMIC ACHIEVEMENTS
Grade 8: With Honors
Grade 9: With High Honors
Grade 10: With Honors
Grade 11: With Honors
Grade 12: With Honors
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Ron Vassily B. Escarda

130 B. Cruz St. Tangos, Navotas City
Email: ronvassilie@gmail.com
Birthday: July 20, 2005

EDUCATIONAL BACKGROUND
Daanghari Elementary School
Grade 1
Navotas Adventist Elementary School
Grade 2-6
Governor Andres Pascual College
Grade 7-10
San Jose Academy
Grade 11-12

JHON RANNIEL C. GAGARING

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18, Dr C. Bauza. St. Bagumbayan North, Navotas City

Email: jhongagaring00@gmail.com
Birthday: October 26, 2005

EDUCATIONAL BACKGROUND
Bagumbayan Elementary School
Grade 1
Bagumbayan Elementary School
Grade 2-6
San Jose Academy
Grade 7-10
San Jose Academy
Grade 11-12