TABLE OF CONTENTS

Title Page .......................................................................................................................i

Approval Sheet ...............................................................................................................ii

Acknowledgment ...........................................................................................................iii

Dedication ......................................................................................................................iv

Abstract ..........................................................................................................................v

Table of Contents ...........................................................................................................viii

Chapter 1 – THE PROBLEM

Background of the Study ...................................................................................1
Statement of the Problem ...................................................................................5
Null Hypotheses of the Study ............................................................................7
Significance of the Study ...................................................................................7
Scope and Delimitation of the Study .................................................................9
Definition of Terms ............................................................................................9

Chapter 2 – REVIEW OF RELATED LITERATURE AND STUDIES

Foreign Related Literature .................................................................................12
Foreign Related Studies .....................................................................................19
Local Related Literature ....................................................................................25
Local Related Studies ........................................................................................31
Synthesis ............................................................................................................37
Theoretical Framework ......................................................................................39
Conceptual Framework ......................................................................................44
Paradigm of the Study ........................................................................................48

Chapter 3 – METHODOLOGY
Research Design .................................................................................................51
Population and Sampling ...................................................................................52
 Instrumentation and Data Collection .................................................................53
Validation of Research Instrument ....................................................................55
Tools for Data Analysis .....................................................................................57

Chapter 4 – PRESENTATION, ANALYSIS AND INTERPRETATION

Profile of the Respondents .................................................................................60

Level of Agreement on the Effectiveness of

Social Media Marketing .....................................................................................64

Level of Influence of Social Media

Among Gen Z’s Buying Decisions ....................................................................69

Relationship between the Selected Respondent’s Profile variables

and Level of Influence of Social Media on their Buying Decisions ..................80

Relationship between the Level of Agreement on the Effectiveness

of Social Media Marketing and the Level of Influence
of Social Media Among Gen Z’s Buying Decisions .........................................81

Chapter 5 - SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary of Findings .........................................................................................86

Conclusions ........................................................................................................89
Recommendations ..............................................................................................91
References ..........................................................................................................92

Appendix
A. Questionnaire for the Respondents ....................................................................98
B. Letter to Respondents .........................................................................................102
C. Request Letter to the LGU ALAMINOS/BPLO ................................................103
D. Letter to the City Mayor of Alaminos City, Pangasinan ....................................104
E. Letter to the Brgy. Captain of Poblation, Alaminos City, Pangasinan ..............105
F. Letter for the Validation of Questionnaire .........................................................106
G. Content Validity Questionnaire .........................................................................107
H. Plagiarism/Grammarly Certification...................................................................108
I. Curriculum Vitae ................................................................................................109