Bulacan State University Bustos Campus

Bachelor of Science in Business Administration Page |1

BC 301 Business Research

EXPLORING THE INFLUENCE OF SOCIAL MEDIA

MARKETING ON THE CONSUMER BEHAVIOR OF

COLLEGE STUDENTS IN THE FASHION

INDUSTRY

Gael Herrera, Erica Canoza, Erchelle Mejia, Christben Simbulan, RoxanneValdez

Abstract
The research aims to Explore how social media marketing affects the purchasing behavior
of college students in relation to fashion, this research is carried out on 50 participants from
Bulacan State University. Use of social media platforms have become popular among the
Fashion Industry who use it to influence people’s shopping choices. This study will adopt
a mixed methods design utilizing quantitative surveys to obtain rich experiences about the
exploring of social media marketing strategies on fashion tastes, attitudes and buying
habits among learners in College Students. Through investigating consumer behaviors
that are shaped by Instagram, Facebook or TikTok, this paper intends to offer useful
insights for marketers, business men/ business women, college students and teachers
seeking to comprehend as well as make use of social media on student fashion
consumption trends. The results of this research would also provide a foundation for
future studies about similar topics and contribute to the body of knowledge on social
media advertising and consumer buying behaviors.
Introduction millennium the growth of internet and
With the rise of social media advertising, many introduction of smartphones, made the world
businesses have embraced the opportunity to witness the birth of social media as a powerful
promote their brands on various social media marketing tool (Sakib, 2019). Businesses
platforms. Initially, fashion retailers utilized increasingly start to include social media in their
social media to create brand awareness. However, marketing strategies, giving them multiple
over time, more and more business owners have benefits, such as generating awareness, increasing
come to realize the significance of social media in their reach, improving customer relationships,
reaching their target customers. In the past community- and reputation-management,
decade, social media advertising has gained even monitoring, and referral marketing (Simic et al.,
more prominence and strength. Furthermore, 2019). In recent years, several key trends have
previous studies have provided evidence that the emerged in the field of social media marketing
growth of social media advertising is closely and their impact on college students' consumer
linked to the fashion industry. In the early 1980s, behavior in the fashion industry. Firstly, the
marketers used traditional channels of increasing popularity and usage of social media
communication such as tele-marketing, printed platforms among college students have provided
brochures, television and radio. This was fashion with new avenues to connect and engage
followed by online display, websites, email, with their target audience. The rise of influencer
affiliate marketing, mobile web, and in the new marketing has significantly influenced consumer
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration
behavior, college students are more likely to be
swayed by recommendations and endorsements
from social media influencers they follow.
Additionally, the integration of e-commerce
features on social media platforms has made it
easier for college students to make purchases
directly from fashion brands' social media pages.
At the same time Gerald identified that the 71%
of the social media users are more like to make
purchases based on social media accounts, he also
found that the millennials are the generation that
spends most of their time online, with social
media influencing 47 % of their purchases
(Gerald, 2019). Similarly, a recent report from
Deloitte shows how social media advertising
effects on consumer buying behavior and it also
states that 47 % millennials are influenced by the
social media (Roesler,
2019)
The main issue is whether the culture and
tradition differences have an impact on the field
of religion. In Exploring the Influence of Social
Media Marketing on the Consumer Behavior of
College Students in the Fashion Industry, may
there be some college students who are of
different religions and have followed their
guidelines when used, to the difference other
cultures and traditions can the market and
company on this class issue, and what can be the
impact of this situation on social media platforms
in the fashion industry. Religious affiliations
therefore can be depicted as “cognitive systems”
of society. That is, believers of the same religious
affiliation a reviewed as sharing a common
cognitive system of beliefs, values, expectations,
and behaviors (Hirschman, 2019)
This study focuses on the relationship
between marketing on social media sites like
Facebook, Instagram, and YouTube and
university students' consumer loyalty (M. Jawaid
and K.G. Rajadurai., 2021) M. Jawaid and K.G.
Rajadurai (2021) All new and established brands
have their own online platforms, facilitating
customer purchases. Identifying the social media
platforms that most influence customer loyalty is
crucial. The study's objective is to examine how
businesses in the beauty and fashion sector
leverage influencers and social media to sway
consumers, particularly adolescents and young
adults. Additionally, it aims to assess the effects of
this influence, especially on consumer behavior
and purchasing habits (N. Gelati and J.
Verplancke, 2022). The objective of this study is to
assess if social media can effectively foster loyalty
through the online channels of local fashion
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brands, and to examine the effectiveness of social
media marketing in tailoring products to match
consumer preferences (Y. Wang, S.C. Ahmed, S.
Deng, H. Wang, 2019).
In the current landscape, social media
and the fashion industry have become a
prominent trend among college students.
Understanding the influence of social media
marketing on consumer behavior not only
provides valuable insights for contemporary
marketing strategies but also holds implications
for societal trends. As per the report by Buffer in
(2019), 73% of marketers believed that their social
media marketing efforts were either very
successful or somewhat successful. A company's
social media presence may influence its
customers' purchasing decisions. Increased
customer behavior allows a company to increase
website traffic, revenue, client fulfillment, trust,
and decision quality (Buffer, 2019 in Nanda, 2022).
It aids businesses in adapting their approaches to
align with evolving consumer preferences and
enhancing effective marketing campaigns.
Additionally, the findings may serve as a
foundation for academic discussions, fostering a
deeper understanding of the dynamic
relationship between social media, marketing,
and consumer behavior.
Literature Review
According to Cheung et al. (2021), social media
facilitates content sharing, collaborations, and
interactions. These social media platforms and
applications exist in various forms such as social
bookmarking, rating, video, pictures, podcasts,
wikis, microblogging, social blogs, and weblogs.
Social networkers, governmental organizations,
and business firms are using social media to
communicate, with its use increasing
tremendously. The business models for numerous
sectors and organizations have evolved due to
social media. Studying how social media affects
customers' behavior is a relatively new field of
inquiry. To manage the fierce competition in the
market today, organizations and businesses must
have effective communication. Online businesses
have made the time-consuming procedure of
product selection and purchase a pleasant
substitution for our young groups. Almost every
young person on the internet uses social
networking sites. (Kumar et al., 2020). As a result,
marketers should use social media to cultivate
brands online and activate buying intentions
(Cuming, 2008 cited in Astoriano et al., 2022). The
behavior of social media marketing, the influence
of different factors such as Information
Satisfaction, Vividness and Entertaining Content
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration
which created a stimulus in the behavior of
customers created by social media marketers. The
research suggested to the marketers that in order
to keep the consumer's information satisfaction
engaged they should keep their social media posts
as much as interesting, colorful, entertaining and
providing required information properly rather
than only casual and plain content as such posts
attracted people more and they tended to share
these posts further (Arshad, S. 2019). However,
understanding the inner motives and buying
behavior of consumers is important for
advertisers to formulate better marketing and
promotional strategies (Rehman, 2019).
Advertisers are often keen to understand the
buying behavior of consumers for the formulation
of interesting promotional strategies (Pelau, 2011;
Rehman, 2019). The emergence of digital
technologies and the internet has significantly
influenced the purchasing behavior of customers
in the fashion industry, which takes place in a
digital environment. The significance of digital
marketing is especially evident when searching
for information and evaluating alternatives, as
consumers have access to social networks, blogs,
and web sites based on which they compare
prices, quality, make their reservations and
payments etc. According to Forte (2020). Over the
last five years, fashion brands have become a
great inspiration for digital creators who have
come up with ideas to integrate technology and
fashion. The significance of digital channels in
fashion is confirmed in the case of the famous
brand Zara. By 2018, 12% of Inditex Group's total
sales came from the online channel (Moreno,
2020) Regarding the importance of digital
channels in consumer buying behavior, some
well-known platforms have seen their potential
for development in the fashion industry. For
example, Amazon, Zalando and Myntra have
launched their own private label brands of
fashion products. According to Wells, Weinstock
& Ellsworth (2019) in 2018 Amazon became the
largest retailer of apparel in the United States and
the second largest in the world, after Alibaba.
Zalando, which is successfully launched onto the
Berlin start-up scene in 2008, today is one of
highest-ranking online shop in Germany
(Sabanoglu, 2020). Similarly, a recent report from
Deloitte shows how social media advertising
effects on consumer buying behavior and also it
also states that 47 % millennials are influenced by
the social media (Roesler, 2019) There can be seen
an ever more increasing impact of social media
advertising on consumer buying behavior.
According to Gerald, he found that 47% of the
purchases are influenced by the social media
advertising, (Gerald, 2019) similarly the
researcher Roesler found that the most of the
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people doing the online purchases are millennials
(Roesler, 2019) going deep the researcher Preece
uncovered some important findings related to the
social media platforms and how they are working
as the advertising tool, with that support he
suggests to measure the impact of social media
advertising towards on consumer behavioral
change. Also, there is limited number of studies
have been done on this area, to fill that gap further
accordingly to fill the gap further investigations
are needed in Sri Lankan context. The global
adoption of social media has brought people
together worldwide and had a significant impact
on the fashion industry. Embracing social media
has turned fashion into a phenomenon that
captures the spotlight (Bagga & Mehta, 2022).
Fashion is everywhere, for everyone, no matter
their height, color, or age. It's more than just
clothes; it's a way for people to express themselves
when words fail. Fashion speaks a global
language, evolving constantly and leaving its
mark on the world (Patel, 2022). The fashion
industry is well established in retail because
people's fashion preferences shift quickly. This
industry was slow to catch up with technology
because its operations rely heavily on manpower.
This manpower helps the business to fulfil their
customer’s needs by listening to their individual
preferences. But now with the increase of social
media, they don’t only rely on manpower. The
marketing of the apparel industry has made a
huge success by using social media marketing.
The industry uses Facebook, Instagram, and
YouTube to promote its brand by making creative
advertisements and collaborating with celebrities
to show their products. While people traditionally
prefer shopping in physical stores for clothes, big
fashion brands have introduced innovative
methods to facilitate online shopping and
enhance the shopping experience (Saha, 2021). In
Jith et al. study findings (2022) Electronic Word of
Mouth on social media significantly affected
buying behavior in this digital era, while social
media also plays a role in shaping information
search and purchase decisions influenced by
reviews and recommendations. Different social
media platforms such as Facebook, Twitter,
Instagram, and Youtube have provided fashion
companies with opportunities to engage with the
public. Nowadays, these networks are viewed as
a chance to enhance customer relationships and
broaden audience reach. In the past, many fashion
brands feared that social media would damage
their relationships with customers. Whether the
feedback is positive or negative, word-of-mouth
can spread quickly and exert significant influence
online (Kushwaha, 2023). Social media has had
numerous positive impacts on the fashion
industry, such as generating fashion icons,
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration
significantly shaping trends, and revolutionizing
job-seeking practices within the field. Social
media has become a huge power that affects many
industries, and fashion is one of the biggest
examples (Romano, 2023).
Methodology
The research will focus on understanding how
social media platforms influence college students'
behavior to purchase fashion products, as well as
how social media marketing affects their self-
image and body image perceptions in relation to
fashion. The researcher will conduct a structured
survey questionnaire to collect information or
quantitative data collection with the following
problem: 1. What is the impact of social media
marketing on college students' purchasing
behavior regarding fashion products? 2. How do
social media platforms affect college students'
perception and intention to purchase fashion
products? 3.How does social media marketing
impact college students’ self-image and body
image perceptions in relation to fashion products?
4.How does influencer marketing impact the
attitudes and behaviors of college students
towards fashion products? Ethical considerations
will be ensured throughout the study, including
confidentiality, informed consent, and participant
support. Our respondents will consist of 50
college students from Bulacan State University
who are active on social media, engage in online
buying, and have an interest in fashion. We will
be using random sampling techniques for our
respondents. The researchers want to inquire
about Exploring the Influence of Social Media
Marketing on the Consumer Behavior of College
Students in the Fashion Industry. The researchers
constructed questions and used interviews for the
needed information in response to the topic. The
questionnaires were made to be divided into two
(2) parts. The first part or Respondents
Information collects the respondents Name,
Gender, Year and Section (maybe optional). The
second part is composed of questions that
correspond to the topic. This will be the important
part where the researchers get to obtain data.
These questions are answered using Google Form
survey. This interview is conducted online
through Google form survey questionnaires. The
gathered data is surely placed in this study which
is titled Exploring the Influence of Social Media
Marketing on the Consumer Behavior of College
Students in the Fashion Industry. The data
collection is done using the google form, but it
will be managed by the researcher. First, we
inform our respondents and after they agree to
participate in the study. We will send them our
google form for our survey. We ensure that the
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respondent’s given information is valued and safe
during conducting the interview. Afterwards, the
researcher starts to analyze and interpret the data
given by the respondents. Respondents in the
College students of Bulacan State University-
Bustos Campus will be asked about Exploring the
Influence of Social Media Marketing on the
Consumer Behavior of College Students in the
Fashion Industry. After the survey, the
researchers will adopt to, write, describe,
transcribe, categorize, and comprehend the
information acquired. The Google form result and
written data will be verified several times to
ensure the legitimacy or truth of the information
obtained, as well as to check for any inaccuracies
or unnecessary data that would be detrimental to
the study. The significant statements gathered
will be classified and organized to make them
more understandable and to present the
information in a systematic and formal manner.
Results
This study aims to investigate the impact of social
media marketing on college students' purchasing
behavior regarding fashion products. The
collected data from survey will be analyze in this
chapter. It consists of fifty (50) respondents, who
are a college student. The conduct of the study
generated an amount of data that are relevant and
can be used to support the research entitled as
Exploring the Influence of Social Media
Marketing on the Consumer Behavior of College
Students in Fashion Industry.
Figure 1
Do you follow fashion influencers on social media
platforms?
Question #1
6,
12%
44, 88%
Yes No
According to the 50 students at Bulacan State
University—Bustos Campus who responded to
this question, the results are that 44 or 88% of the
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration Page |5

students say yes to following the fashion

influencer on social media platforms, and 6 or 12% Question #3
of students say no. The researchers can say that
0, 0% 2, 4%
people follow fashion influencers on social media
platforms to help decide what things are better to
buy.
16, 32% 12, 24%

Figure 2
20, 40%
On a scale of 1-5, please rate the extent to which
social media marketing influences your
purchasing behavior regarding fashion products.
1 - Not at all influential
2 - Slightly influential

Question #2 3 - Moderately influential

4 - Very influential
Not at all 5 - Extremely influential
0, 0% influential
Slightly From this data, the researchers can see that 21 or
8, 16%
10, 20% influential 42% of the students who answered chose
Moderately moderately influential in their purchasing
11, 22% influential behavior regarding fashion products, while 11 or
21, 42% 22% of the students are very influential. However,
Very influential
10 or 20% of students are slightly influential with
this question, and 8 or 16% of people are
Extremely extremely influential with this same question.
influential Lastly, not a single student who responded chose
not at all influential. Overall, the majority of
respondents believe that social media marketing
From this data, the researchers can see that 21 or influences our purchasing behavior.
42% of the students who answered chose
moderately influential in their purchasing
Figure 4
behavior regarding fashion products, while 11 or
Does the social media platforms helps you or
22% of the students are very influential. However,
makes you buy more and new fashion products?
10 or 20% of students are slightly influential with
this question, and 8 or 16% of people are
extremely influential with this same question.
Lastly, not a single student who responded chose
Question #4
not at all influential. Overall, the majority of 2, 4% 0, 0%
respondents believe that social media marketing
influences our purchasing behavior.
8, 16%
17, 34%

Figure 3 23, 46%

On a scale of 1–5, please rate how much social
media marketing has influenced your culture and
beliefs when it comes to buying products.
Strongly Agree Agree
Neutral Disagree
Strongly Disagree
Bulacan State University Bustos Campus
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From this data, 23 or 46% of the students

who answered says they agree that social media Question #6
platforms help. Therefore, 17 or 34% of the
students say that they strongly agree with the 4, 8%
same question, 16% of students say that they are
neutral and that they help, and 2 or 4% of students
say that they disagree that it helps students buy
more and new fashion products. Lastly, not a
single student who responded chose strongly 46, 92%
disagree. We can see that students want to have
help when it comes to buying products and new
fashion products because it has become an easy
way.
Yes No
Figure 5
How often do you purchase fashion products
online? From this data, the researchers can conclude that
46 or 92% of the students who answered believe
that social media marketing influences them to be
Question #5 more likely to purchase fashion products. Only a
4, 8% 2, 4% small fraction (8%) feel that social media
marketing does not make them more likely to buy
fashion products.
17,
34% Figure 7
27,
54% Have you ever made a purchase of a fashion
product solely because of its popularity on social
media?
Never
Rarely Question #7
Occasionally Frequently
Very frequently
11, 22%
From this data, we can see that the majority of
respondents 27 or 54% of the students who 39, 78%
answered chose occasionally purchase fashion
products online. This is followed by 17 or 34% of
the students who rarely make online fashion
purchases and then we have 4 or 8% who very
frequently do so. Lastly, 2 or 4% who never make Yes No
online purchases

Figure 6
Do you think social media marketing makes you
more likely to purchase fashion products?
From this data, the researchers can infer that a
significant majority of respondents (78%) have
purchased a fashion product solely due to its
popularity on social media. On the other hand,
22% of the respondents have not made such
purchases influenced purely by social media
popularity.

Figure 8
Have you ever bought an expensive product on
social media just because of its high ratings and
advertisements?
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration Page |7

Figure 10
Question #8 Would you prefer purchasing fashion products
directly through social media platforms
(example: Facebook Marketplace, Shopee,
Lazada)?
9, 18%
20, 40% Question #10
2, 4%
21, 42%

48, 96%
Always Rarely Sometimes

From this data, we the researchers infer that the

majority of respondents (42%) do not consistently
purchase expensive products solely based on high
ratings and advertisements on social media. This
followed by (40%) who rarely buy an expensive
product with high ratings and advertisements.
Only a small percentage (18%) always make such
purchases.
Figure 9
How often do you use social media platforms?
Yes No
From this data, the researchers can incur that
(96%) of college students said they would rather
buy fashion items straight from social media
platforms. However, (4%) of students said they
would not choose to buy fashion products
through social media platforms.

Figure 11
Question #9 Do you consider the reviews and feedbacks of
others about the product you are interested to
3, 6% 0, 0%
4, 8% buy?

Question #11
1, 2%

43, 86%

49, 98%
Several times a day Once a day
Rarely Never

Yes No
From this data, we the researchers see that (86%) of
college students said they used social media at least a
few times a day. Additionally, the study reveals that
From this data, the researchers can incur that 98%
(8%) of students’ report accessing social media
platforms once a day, while (6%) report using them of college students said they take other people's
infrequently. Lastly, not a single student who opinions and recommendations into
responded to the study said they never used social consideration. However, 2% of students stated
media. This illustrates how social media is almost that they do not take reviews and opinions into
universally used by college students and emphasizes account when making judgments about what to
how much of an impact it has on their everyday lives buy.
and purchasing habits.
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration Page |8

Figure 12 feeling this pressure. However, only 6%

Which social media platforms do you use disagreed, 2% were neutral, and 2% strongly
most frequently? disagreed.

Figure 14
On a scale of 1-5, how much do you believe
Question #12 social media marketing has influenced your
1, 1% 1, 1% overall fashion preferences and style?
1, 1%

11,
14%
Question #14
6, 8%
5, 9% 4, 7%
2, 3%
56, 72% 13, 24% 16, 29%

17, 31%
1 - Not at all influential
Instagram Facebook Shopee 2 - Slightly influential
Lazada Tiktok Snapchat 3 - Moderately influential
Twitter 4 - Very influential
5 - Extremely influential
From this data, the researchers can incur
that TikTok is the most widely used social media
network among college students questioned,
according to the research, with 56% of
respondents said that they use it most. With 22% From this data, the researchers can incur that 34%
and 12% of students regularly utilizing Facebook of the students believed that it is moderately
and Shopee, followed by Lazada which has 4% of influential, followed by 26% of student said that it
the student. Last, we have Instagram, Snapchat, is very influential, while 22% said that it is only
and Twitter, which got 1% each. slightly influential. However, 10% of the students
believed that it is extremely influential, on the
Figure 13 other hand, 8% says that it is not really influential.
Do you feel pressure to meet certain beauty or
fashion standards because of social media? Figure 15
Does purchasing on social media platforms helps
Question #13 you easily on choosing on what to wear and type
of clothes for your daily activities?
2, 4% 1, 2% 1, 2%

Question #15
16, 33%

29, 59% 4, 27%

11, 73%

Strongly Agree Agree

Neutral Disagree Yes No

Strongly Disagree
From this data, the researchers can see that 58% of
the students agreed and 32% strongly agreed with
From this data, the researchers can see that 78% of
the students said that social media helps us on
choosing on what to wear and type of clothes for
daily activities, on the other hand, 22% said that it
does not help.
Bulacan State University Bustos Campus
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Figure 16 endorsed by their favorite social media influencer.

On a scale of 1-5, how much do you trust the While 36% of the students said that they are likely
recommendations of influencers or brands on to purchase that shows how students are
social media when it comes to fashion products? influenced by the influencers and are more likely
to buy the fashion product. 14% said they are very
Question #16 likely to purchase, these students may be a big fan
2, 4% of the influencers that’s why they are highly
4, 8%
4, 8% influenced by them. Furthermore, 6% of the
20, 40%
students said that they are unlikely to purchase
and 6% are very unlikely to purchase products
20, 40% that are endorsed by social media influencers.

1 - Not at all trustworthy
2 - Slightly trustworthy
3 - Moderately trustworthy
4 - Very trustworthy
5 - Extremely trustworthy
Figure 18
Have you ever purchased a fashion product
promoted by a fashion influencer?
Question #18

10, 20%

40, 80%
From this data, the majority of respondents 80%
find social media recommendations from
influencers or brands to be slightly to moderately
trustworthy. Specifically, 40% rate them as
slightly trustworthy and another 40% as Yes No
moderately trustworthy. However, 12%, either do
not trust them at all or find them very
trustworthy, while only 4% consider them Among 50 students at Bulacan State University-
extremely trustworthy. Bustos Campus who answered the survey, 80%
said that they have purchased fashion products
Figure 17 promoted by a fashion influencer and 20% have
How likely are you to make a purchase of not. Overall, this shows that influencers have
fashion products endorsed by your favorite impact on consumer’s purchasing decision, but
social media influencer? there are also individuals that are less influenced
by these endorsements.
Question #17 Figure 19
On a scale of 1–5, how much does it prove to you
3, 6%
that product selection is based only on feedback
7, and engagement seen on social media?
3, 6%
14
%
18, 36%
19, 38%

Very unlikely Unlikely Neutral

Likely Very likely

According to this data, 38% of the students said

they are neutral about purchasing products
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration
Question #19
3, 6% 1, 2%
11,
22% 13, 26%
22, 44%
1 - Not at all trustworthy
2 - Slightly trustworthy
3 - Moderately trustworthy
4 - Very trustworthy
5 - Extremely trustworthy
According to this data, among 50 college students
at Bulacan State University-Bustos Campus who
answered the survey, 44% of them said that social
media feedback and engagement are moderately
trustworthy for product selection; 26% find it
slightly trustworthy; 22% find it very trustworthy;
6% find it extremely trustworthy; and 2% find it
not trustworthy at all. Overall, the majority of
respondents believed that social media feedback
and engagement were trustworthy and
influenced them when it came to product
selection.
Figure 20
Overall, how would you describe the impact of
social media marketing on your purchasing
behavior regarding fashion products?
Question #20
0, 0% 1, 2%
23, 46%
26, 52%
Positive Neutral Negative Not sure
P a g e | 10
Among 50 college students who answered the
survey, 52% of them said that social media
marketing has a neutral impact on their
purchasing behavior. While 46% of the
respondents said that social media has a positive
impact on them, 2% of the respondents were
unsure about the impact of social media
marketing on them. Lastly, not a single
respondent believed that it has negative impact.
Discussion
This study reveals that social media marketing
significantly influences college students'
purchasing decisions in the fashion industry.
Platforms like TikTok, Facebook, and Lazada
significantly impact product recognition, brand
perception, and purchase intention. The study
also reveals that fashion influencers on social
media platforms help college students make
informed decisions about products through
endorsements and feedback.
Conclusion
Based on the findings of this study, the following
conclusions are drawn:
The researchers concluded that the findings show
that social media marketing plays a very
important role in shaping the purchasing
decisions of college students in the industry. In
our survey, we learned that TikTok, Facebook,
Lazada, and other social media shop platforms
have a great influence on their product
recognition, brand perception, and purchase
intention. The researchers concluded that the
study revealed significant insights into how social
media marketing affects the consumer behavior of
college students in the fashion industry. It
identifies different trends, preferences, and
behaviors among this demographic group. Based
on the data, the researchers conclude that fashion
influencers on social media platforms influence
and help college students in deciding what
products to purchase through their endorsements
and feedback online. Based on the data, the
researchers conclude that fashion influencers on
social media platforms influence and help college
students in deciding what products to purchase
through their endorsements and feedback online.
Based on the data, the researchers conclude that
social media marketing has an impact on
purchasing behavior, decision making, and
product selection of the college students
regarding fashion products.
Bulacan State University Bustos Campus
Bachelor of Science in Business Administration
Acknowledgements
The researchers have put a lot of time and effort into
this research. However, it would not have been possible
without the assistance of many people. The researchers
would like to express their heartfelt appreciation to
everyone who contributed to the success of this study.
The researchers would like to thank God Almighty for
all of His constant favors, which enabled the
researchers to complete their responsibilities.
To Mr. Joel R. Tomas, our Business Research
Professor, and his unwavering dedication to his
students/researchers. The researchers would like to
thank this professor for guiding them and providing
critical and necessary information regarding this
assessment. As a result, the researchers could complete
this task and emerge victorious before the start of our
school year.
The researchers would like to express their heartfelt
gratitude to their Professor of Feasibility Study, Dr.
Almario Epifanio V. Cao for validating the Survey
questions, everything he taught about in our Research
and for his unwavering support. Researchers want to
thank him for what he did.
They are also grateful to their family for their
consistent support, inspiration, and cooperation, all of
which contributed to the researchers' ability to conduct
this research.
The researchers place a high priority on being credible
throughout their research as a method of expressing
gratitude to their steadfast partners who have supported
them through opportunities and bad circumstances.
They would want to offer their heartfelt appreciation to
their team members for the enormous effort they put in
to conduct this study. They were able to finish a task
that would not have been possible without their
dedication and commitment to the assessment with the
help of these persons as their research partners.
Finally, the researchers would like to express their
heartfelt gratitude to everyone who helped them
intentionally or unwittingly acquire pertinent material
and conduct this research.
Author Details
Gael Matthew S. Herrera is taking course of
Bachelor of Science in Business Administration in
BSU Bustos Campus. He can reach via email at
bguansing9@gmail.com. Gael holds a School ID:
2022200941
Erica Canoza is taking course of Bachelor of
Science in Business Administration in BSU Bustos
Campus. He can reach via email at
P a g e | 11
ericamaycanoza88@gmail.com. Erica holds a
School ID: 2022200604
Erchelle Mejia is taking course of Bachelor of
Science in Business Administration in BSU Bustos
Campus. She can reach via email at
erchellemejia05@gmail.com. Erchelle holds a
School ID: 2022200578
Christben Simbulan is taking course of Bachelor
of Science in Business Administration in BSU
Bustos Campus. She can reach via email at
christbensimbulan021@gmail.com. Christben
holds n School ID: 2021201253
Roxanne Valdez is taking course of Bachelor of
Science in Business Administration in BSU Bustos
Campus. She can reach via email at
valdezroxanne36@gmail.com. Roxanne holds a
School ID: 2022200607
Authors' Contributions
The idea came from E.M, then all the authors
discussed it and agreed to make it our main topic
for our paper.
E.M, R.V, and E.C, was the one assigned to do
introduction. Literature review was done by all
the author. The methodology was assigned to G.H
and C.S. The result and discussion were done
again by all the authors. The conclusion and
acknowledgement were done by C.S and E.M.
G.H take charge most of the editing, reviewing,
and revising. All authors contributed to this
paper.
Correspondence related to the research, including
queries and requests for further information,
should be addressed to John A. Smith at
john.smith@example.com.
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Bulacan State University Bustos Campus
Bachelor of Science in Business Administration P a g e | 12

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