1

THE SHECONOMY SYNDROME: MOMS SOCIAL MEDIA USAGE AND

BUYING BEHAVIOR
____________

A Research Proposal Presented to the

Senior High School Department
Christ the King College
Calbayog City

____________

As a course requirement for the subject

INQUIRIES, INVESTIGATION & IMMERSION
Quantitative Research
____________

by

RESEARCH ARMY’s
Grade 12-St. John Bosco
ABM-A

Lance Deion U. Mancol

Rizton Jeff C. Muñoz
Fhoebi Crysdelle C. de Guia
Hannabelle L. Eya

March 2019
 2

ABSTRACT

Women are powerful influencers in their respective communities, and

technology has made it easy to share their voice and perspective around the globe.

The primary focus of this study is to examine the nature of the associations

between the usage of various popular and well known social media platforms such

as Facebook, Instagram and Other Social Media and the buying behaviors of

mothers. This study was pursued to seek knowledge whether the usage of social

media affect the buying behaviors of mothers or not, thus a quantitative research

study is advised through the utilization of correlational method of research in

examining the relationship between social media usage and buying behaviors of

mothers.

Convenience sampling is applied where the participants is selected based

on the availability and willingness to take part of this study. The study was carried

out based on a structured questionnaire composed of three parts. The first part

contains questions pertaining to the profile of the respondents. The second part

includes questions finding out the social media usage of mothers. The last part

includes questions about the mothers’ buying behaviors on online shopping.

The major finding of this study was that there was a weak/strong correlation

between the social media usage and buying behavior of mothers. Through the Chi

Square Test, the results has sown that social networks can bring about a certain

degree of influence on the buying behaviors of mothers. The use of new

information and communications technology allows a better flow of information and

thus a greater connection between the different actors, for social media platforms
 3

offers a plethora of passionate first-person recommendations and reviews often

with product images and videos.

This study is very important, as it significantly contribute to understand the

relationship of social media usage and the buying behavior of mothers.

 4

APPROVAL SHEET

The research paper entitled THE SHECONOMY SYNDROME: MOMS

SOCIAL MEDIA USAGE AND BUYING BEHAVIOR prepared and submitted by
the RESEARCH A.R.M.YS composed of Lance Deion U. Mancol, Rizton Jeff C.
Munoz, Fhoebi Crysdelle C. de Guia and Hannabelle L. Eya of Grade 12-St.
John Bosco under Accountancy, Business and Management Strand, in
partial fulfillment of the requirements for the Senior High School, School Year
2018-2019 had been examined and is recommended for acceptance and approval.

MR. NHERU B. VERAFLOR

Research Teacher
Senior High School Department
Christ the King College
Calbayog City

Accepted and approved in partial fulfillment of the requirement

for the Senior High School, School Year 2018-2019

MR. ERNSTO R. ACOBA, M.A.

Senior High School Principal
Christ the King College
Calbayog City
 5

ACKNOWLEDGEMENT

The researchers wish to express their heartfelt and sincerest gratitude to

the following persons for their invaluable assistance and moral support that has

made this study a tangible reality;

Mr. Nheru B. Veraflor, Inquiries, Investigation and Immersion teacher, for

his positive criticisms and invaluable suggestions which had added substance and

quality to the work.

Mr. Ernesto Acoba, CKC SHS Department Principal, who had given his time

reading the Statement of the Problem and the gathered data− amending our

mistakes and offering suggestions or recommendations that enabled the

researchers to develop further understanding of the study.

To the mothers of Christ the King College students, who served as

respondents of the study, for their unselfish assistance and cooperation in the

gathering of the needed data of this study;

And most of all, to the great and infinite GOD for his guidance, who never

ceases to help in “down falls” and in providing wisdom that is continuously

showered.
 6

EDITOR’S CERIFICATE

CERTIFICATION

This is to certify that the research paper entitled THE SHECONOMY

SYNDROME: MOMS SOCIAL MEDIA USAGE AND BUYING BEHAVIOR by the
RESEARCH A.R.M.YS composed of Lance Deion U. Mancol, Rizton Jeff C.
Munoz, Fhoebi Crysdelle C. de Guia and Hannabelle L. Eya has been
thoroughly and carefully read, reviewed and edited by the undersigned.

This is to further confirm that Pixels Production has implemented necessary

corrections recommended for this work

MR. JUAN F. SANTOS

Censor

Designation: ______________________

Date: ____________________________
 7

LIST OF TABLES, CHARTS AND ILLUSTRATIONS

Tables

Table 1. The age profile of the respondents ……………………………. 12

Table 1. The age profile of the respondents ……………………………. 12
Table 1. The age profile of the respondents ……………………………. 12
Table 1. The age profile of the respondents ……………………………. 12
Table 1. The age profile of the respondents ……………………………. 12
Table 1. The age profile of the respondents ……………………………. 12

Charts

Chart 1. The most used social media account …………………………. 22

Chart 1. The most used social media account …………………………. 22
Chart 1. The most used social media account …………………………. 22
Chart 1. The most used social media account …………………………. 22
Chart 1. The most used social media account …………………………. 22
Chart 1. The most used social media account …………………………. 22

Illustrations

Illustration 1. Preview of the a Facebook wall ……………………………...… 33

Picture 1. The Sample Cosplay costume …………………………………. 23
 8

TABLE OF CONTENTS

Title Page………………………………………...……………………………..… i
Abstract ………………………………………...……………………………..… ii
Approval Sheet……………………….………………………………………..… ii
Acknowledgement ……………………….……………………………………… iii
Editor’s Certificate……………………….……………………………..………… iv
List of Tables and Figures…………………………………………..………… iv
Table of Contents……………………….……………………………..………… iv

Chapter 1 – The Problem and its Background

Introduction ………………………….……………………………..………… 1
Statement of the Problem ………………………………………..…….…… 3
Scope and Limitations of the Study ……………………….………….…… 5
Significance of the Study ……………………….………………………...… 7
Definition of Terms ………………….………………….…………………… 6

Chapter 2 –Review of Related Literature and Study Framework

Related Literature…..….……….……………………...…………...…...….. 10
Related Studies………………….………………………………...…...….. 10
Theoretical Framework………….…………....…………………...…...….. 10
Conceptual Framework………….…………....…………………...…...….. 10
Hypotheses ……………….……….…………....…………………...…...….. 10

Chapter 3 –Methodology of Research

Research Design……………….……….…………………………...…...….. 10
Research Locale and Participants ………………………………...…...….. 10
Sampling Technique ………………….……….…………………...…...….. 10
Data Collection Procedure………………………………………………..… 11
Statistical Treatment of Data ……………………………………………..… 11

Chapter 4 – Research Result and Discussion

Presentation of Data …………….………………………………………..… 22

 9

Chapter 5 – Summary of Results, Conclusion and Recommendations

Summary of Results …………….………………………………………..… 22

Conclusions…………….……………….………………………………..… 22
Recommendations…………….……..…………………………………..… 22

References

Appendices

A. Research Instrument
B. Research Timeline
C. Budgetary Requirements
D. Researcher’s Profile
E. Documentation
 10

CHAPTER 1

THE PROBLEM AND ITS SETTING

Introduction

Social media has emerged as a critical component in examining both

marketing and consumer for brands now have the power to reach their audience

constantly, which allows them to connect with their customers in a new way. From

product research to brand loyalty, consumers turn to social media now more than

ever and because of this, consumers are also easily influenced by the world

around them. A large group of these consumers are women, moms specifically,

are at the top of this list.

According to Gorcakovaite (2013), due to the fact that women consume

more, they have become perfect customers. Such a finding definitely changes the

target point of a number of marketers. Since women are generally more interested

in their purchases and, in majority of cases would compare prices of a product they

are willing to buy (whereas men would simply grab the first product they need

without a comparison), it creates competitiveness among companies and makes

marketers target women, making the whole economy women-oriented. We are on

the brink of a massive power shift, a grinding of the gears of history into a new

human condition. It's a world where women can, if they choose, seize the reins of

economic control. Thus, The Rise of Sheconomy, or womeneconomy begins, it is

a new term, which means a rise of economy due to women participation both

internally (since women are actively participating in business and their earnings
 11

have increased substantially) and externally (Luscombe, 2010). Women have

become earners, adding a marginal amount to family’s budget.

Furthermore, mothers in this generation are tech-savvy, they are one of the

users of internet and other social media platforms using their mobile phones and

are the decision makers for the purchase of the household (Cruz, 2015). With

moms being increasingly “plugged-in”, and with their incredible influence and

purchase power, they provide enormous mobile opportunities for marketers to

drive brand growth thus driving social media trends and smartphone usage.

Mobile moms globally spend an average of 6.2 hours per day consuming

media content, with more of that time spent on mobile devices than any other

platform (Inmobi, 2017). Since moms spend so much time online, they frequently

notice ads on mobile devices− digital ad featuring deals, sales or other money-

saving offers are the key drivers to get their attention.

There is also an accelerated usage of mobile apps among mobile mothers;

28% of respondents have actively used 6-10 apps in the past 30 days, averaging

6.0 apps (Shamala, 2014).

Moreover, mothers tune in to social platforms on which they discover a

plethora of passionate first-person recommendations, often with product images,

e-tail links and specific brick and mortar information. Moreover, these

recommendations from trusted sources come with compelling photos and videos,

clever usage ideas, recipes, life hacks, and ‘how-to’s. Thus, a tidal wave of socially

driven first person advocacy leading them to new product or brand discovery

(O’Malley, 2016). By reason of this, Bemis (2014) stated that users of social media
 12

may demonstrate habits and patterns in terms of their social media usage but will

not remain constant and shift into small changes that improves people's view and

perspective in social media platforms that can quickly and fundamentally change

their traditional or online purchasing behavior.

On account of this claim, the primary focus of this study is to examine the

nature of the associations between the usage of various popular and well known

social media platforms such as Facebook, Instagram and Other Social Media and

the buying behaviors of mothers. This study will be undertaken with the purpose

of seeking knowledge on whether social media affect the buying behaviors of

mothers or not for the researchers found a gap in the body of knowledge. All the

local and international related studies have complications on background

explanation, justification, and methodology or instruments used that can affect the

overall ecological validity of the research.

To determine the strength and direction of the relationship, the researchers

used the correlational research− a type of non-experimental research method, in

which a researcher measures two variables, understands and assess the statistical

relationship between them with no influence from any extraneous variable (Baht,

2018) so that later studies can narrow the findings down and, if possible, determine

causation experimentally while participants for this study will include only mothers

of the students in Christ the King College, Calbayog City who have the capacity

and ability to use the social media, internet, and other platforms that might

influence their buying behavior using the Cohran’s Formula to determine the

sample size.
 13

This study utilized a researcher-made questionnaire composed of three

parts. The first part contains questions pertaining to the profile of the respondents.

The second part includes questions finding out the social media usage of mothers.

The last part includes questions about the mothers’ buying behaviors on online

shopping.

It is important to understand mother’s preferences, behavior and attitudes.

Understanding how moms use their mobile devices is critical to crafting successful

campaigns or services.
 14

Statement of the Problem

This study aims to examine the relationship between social media usage

and buying behaviors of mothers.

Specifically, this study intends to answer the following questions:

1. What is the profile of mothers, in terms of:

1.1. Age;

1.2. Economic Status;

1.3. Educational Attainment, and;

1.4. Number of Children?

2. What is the social media usage of mothers, based on their:

2.1. Website or applications accessed;

2.2. Frequency of use of the social media in a week;

2.3. Time spent using social media daily, and;

2.4. Reasons for accessing the website or applications?

3. What are the buying behaviors of mothers on online shopping, in terms of:

3.1. Intentions of shopping online;

3.2. Online shopping decision-making;

3.3. Online/Store purchasing, and;

3.4. Products/Services most viewed and searched?

4. What is the relationship of social media usage and buying behavior?

 15

Scope and Limitations of the Study

The primary focus of this study is to examine the nature of the associations

between the usage of various popular and well known social media platforms such

as Facebook, Instagram and Other Social Media and the buying behaviors of

mothers. This study will be undertaken with the purpose to seeking knowledge

whether social media affect the buying behaviors of mothers or not.

As the study focuses also on the Internet, a global entity, narrowing the

geographical location is mandatory. Participants for this study will include only the

mothers of the students in Christ the King College, Calbayog City who have the

capacity and ability to use the social media, internet, and other platforms that might

influence their buying behavior. While this is a small sample compared to all

Internet users worldwide, increasing the sample size would be impossible to

manage given time constraints of the project.

 16

Significance of the Study

The study will benefit the following: online entrepreneur, traditional

businessperson, marketing professional, consumers, and researcher.

Online entrepreneur. The study will help online entrepreneurs to analyze

the impact of social media on consumers. The result of the study will help them

better understand its customer buying behavior on online platforms.

Traditional businessperson. The research will help them understand how

the social media influence the buying behavior of their customers. And be able to

be equip of knowledge that could help them gain and rise profit.

Marketing Professionals. This study could be a great help for people

working in marketing field to have some insights that will contribute additional

knowledge about the nature of the associations between usage of social media

and the buying behavior of mothers.

Consumer. The consumers would also gain from this study. They will have

the prior knowledge of how social media usage affect their decisions in buying a

product.

Lastly, Researchers. Aside from enriching their knowledge on the research

topic, the researchers would also enhance their knowledge on writing research

which is the main goal in the execution of this study. Furthermore, the research

would also help future researchers that may have the same topic with this paper.

They may use this as a source to conduct their study.

 17

Definition of terms

For better understanding of the study, the researchers gave several terms

that were defined conceptually and operationally as used in the study.

Conceptual Definition of Terms

The listed words are the terms used in this study. The words are defined

according to the general use of the meaning for better understanding of the study.

Buying behavior

It is a complex combination of desires and needs, and influenced by

different factors such as the consumer's societal role, social and cultural

environment and norms, and aspirations and inhibitions (Webfinance, 2018).

Customer’s behavior

It is the consumer's behavior in the marketplace when purchasing a product

or service and the total sum of a consumer's attitudes, preferences, intentions, and

decisions. This study draws upon social science discipline of anthropology,

psychology, sociology, and economics (Catherine, 2018).

E-commerce

Electronic commerce is used in any type of business, or commercial

transaction, that engage participants to transfer the information across the internet.

It covers different types of businesses which allows them to electronically trade

goods and services with no barriers of time or distance (Network Solutions, 2014).
 18

Mother

Refers to a female parent or a woman that has a status and function as a

female parent of the child (Dictionary.com, 2018).

Sheconomy

It is a new term, which means a rise of economy due to women participation

both internally and externally (Luscombe, 2010).

Social media

It is the use of computer that ease the sharing of ideas and information that

establish and develop virtual networks and communities to connect people across

the globe (Investopedia, 2018).

Social networking

It refers to the use of the internet and social media platforms to connect with

the community and the society. It can be used for different kinds of purposes such

as social purposes, business purposes or even both through the use of different

sites such as Facebook, and Twitter. It is also used by the marketers to help them

seek the significant target area and the engagement of users in the virtual

community (Investopedia, 2018).

Traditional businessperson

It refers to someone that may have an education as carpenter, mechanic,

cook, shop assistant or other skilled education and is working in the industry for

some years and now feels it is time to start a business like the one he has been

working in (Anderson & Thomsen, ND).

 19

Operational Definition of Terms

The listed words are the terms used in this study. The words are defined

according to how they are utilized in the study for better comprehension of the

study.

Buying Behavior

It is how customer act or behave in purchasing or availing a product or

services online in exchange of money or payment.

Customer Behavior

Refers to the action or decisions undertaken by the customer in a certain

product or service and it is also how people act in making choices of what they

want, need, buy, etc.

E-commerce

It is the activities in the internet that involve buying and selling of a particular

product or services using an online platform or application.

Mother

A member of a family which is a female parent that is the primary contributor

of decisions in the household, they are the ones who makes choices in buying the

most reasonable and useful product or services that attains the needs and wants

of the other members of the family.

 20

Social Media

It is a website or other online applications such as Facebook, Instagram,

and etc. that are used by large number of groups to communicate and share

information and develop social and professional contacts.

Social Networking

It is a computerized network that is used to share and exchange information

and services among people with common interest using online platforms.

Social Media Usage

It is the level of how often one uses social media daily and a week, website

or applications accessed and its reasons for accessing those websites or

applications.

Traditional businessperson

They are the businessman or person who works in a business that plays a

crucial role in dealing, marketing, and selling goods and services in a traditional

way, this means that the businessperson is present and not virtually present in

dealing with customers.

 21

CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDY FRAMEWORK

This section presents the related literature and studies after the thorough

and in-depth search done by the researchers. This presents the idea of social

media, social media usage and its relation to customer behavior.

Related Literature

This section provides relevant information provided by different sources on

social media and buying behavior.

The world experiences a vast change in its way of life because of the new

technology that makes our daily living easy. One of the contributors of change is

the use of the internet to communicate and share different information from one

person to the other, which is called social media. Moreover, it is not only used in

communicating but also in marketing products through social networking or e-

commerce.

Customer Behavior

Consumer behavior is the investigation of how people make choices about

what they buy, need, want or act in a certain product, service or company

(Schofield, ND). Moreover, according to Schofield (ND), it is essential to

understand consumer behavior to learn how potential customers will act about the
 22

new product or services and will help companies identify possible new business

opportunities.

Feic and Price (1987) propose that word-of-mouth communication is a

crucial facilitator in learning and can have a tantamount impact on consumer

decisions.

In some cases, this impact is so big that individuals would deny their own

empirical knowledge and instead rely wholly on information from the aggregated

behavior of others (McFadden and Train, 1996).

Before the emergence of the Internet, a spreader of word-of-mouth would

impact only his social circle and would rarely disperse information to a bigger

audience. However, social media interaction, via social media websites has paved

the way for an instant flow of information that spreads the message to a wider

audience. Thus, it is vital for businesses to understand the driving forces of online

customer behaviors and to learn how they can strategically affect that behavior to

their advantage (Liu, 2006).

Social Media

Social media as a whole has been through constant evolution throughout

the years and within these periods, traditional media is slowly being replaced with

social media. This change has led to increased online marketing using different

marketing ploys that leads to unlimited opportunities that stems from borderless

communication. Technology has been a big part in the transformation of social

 23

interactions among individuals. As a result, social networking sites such as

Facebook, emerged as an accessible medium that allows interconnectivity with,

theoretically, everyone around the world.

Furthermore, Kaplan and Haenlein (2010) suggest that social media could

be viewed as a group of applications powered on the Internet and based on

thoughts like to the foundations of Web 2.0 technology which permits the

generation and interchange of information or other content generated by the users

of social media. In their reasoning, social media was partitioned into a few

measurements which include: blogs (individual/community), collaborative project

sites, virtual worlds (social/game) and social networking. The said virtual social

worlds could be used for social media advertising.

Social media alludes to online media that encourages communication

through the use of feedback engaging the users’ active in the generation and

improvement of the content. It is against the conventional media, which conveys

content however does not enable the clients to alter the substance. (Ward, 2012).

Social Media Usage

The millennials who grew up as digital natives are the users of the internet,

with a growing penetration rate 1.5x or 30 million users every year, and by this the

e-commerce is gaining from it with 5 out of 10 customers who recently brought

games, music, apps, services and physical items using their mobile phones

(Garcia, Arizabal and Tuazon, 2018). They prefer to use social media using their
 24

mobile phones or smartphone devices rather than laptops and computers because

they feel comfortable using the device that can be easily use anytime, anywhere

(Bermis, 2014).

In addition, Valentine (2018) suggests that the reason why people use

social media is that they want to be updated of what their friends were doing and

to stay up to date with news and current events. Social media provides an

unmatched platform for consumers to publicize their opinions of purchased

products and therefore will facilitate word-of mouth communication (Chen, Fay and

Wang, 2011). Additionally, according to DePhillips (2018), the interaction one

builds with customers is an effective marketing tool and by simply reading their

tweets, post, and status update, one will gain the right information and insights into

their daily lives and consumers behavior.

According to Bemis (2014), users of social media may demonstrate habits

and patterns but will not remain constant and shift into small changes that improves

people's view and perspective in social media platforms that can quickly and

fundamentally change their purchasing behavior.

Nowadays, humans spend more time on varying social media

communicating through social platforms and leaving traces of information

unintentionally, which allows the business people to do what they want with this

information (Katona, Sarvary and Zubcsec, 2011).

Dehghani (2013) posits that social media advertising is the modern version

of corporate advertising that have been Incorporated by numerous companies.

 25

Both two way communication and customized advertising are factors which

maximize the effect of brand trust on customer’s perceptions.

Social media in terms of marketing is a powerful breakthrough for

businesses to reach prospect and customers that associates creating and sharing

content, ideas and information through social media networks to achieve marketing

and branding goals (WordStream, ND). This will lead companies priority to reach

target market that are constantly active users of the online platforms and this

includes mothers.

Mothers’ behavior on social media

A woman's brain is built differently from a man's brain, it has more

connection between the left and right hemispheres while man's brain has more

connections within the two hemispheres (Relander, 2014). This is the reason why

women are good in multi-tasking while men are better achieving task one at a time,

this implies that women are bound to use social media while doing their

responsibilities.

Mothers in this generation are tech-savvy, they are one of the users of

internet and other social media platforms using their mobile phones and are the

decision makers for the purchase of the household (Cruz, 2015).

According to Salita (2013), mothers are the one of the early adopters of

gadgets and advertisers seek to reach specific digital market which is the moms.
 26

In addition, mothers prefer to use their devices at a specific time of the day so it’s

better for advertisers on social media to interact with them after 7 p.m. as 49% of

mothers are active in that time maybe because they are done working and attaining

their household responsibilities (Cruz, 2015).

Cruz (2015) posits that mothers now are more interested in participating or

using their mobile phones going to a social media platforms in which lessened

some of their traditional activities and hobbies; this includes watching television,

reading magazines and reading broadsheets.

Mothers try to search for connections and opportunities to associates while

establishing and nurturing relationship (Relander, 2014). This means that mothers

seek for association of connection through better relationship that can be seen in

social medias or platforms which result to purchasing something online to

associate the services that the businesses and companies made through their

efforts in advertising and branding.

Shopping Online

The price and convenience are the two most commonly cited reasons for

shopping online (Habul, 2000). The ability to shop online without going out to their

household and to have products and/or services delivered to the door fascinates

and attracts many shoppers (Beck and Lynch, 2001). The number of Internet users

who are shopping online goods and services is increasingly (Forrester, 2012).
 27

In general terms, motivations of consumers to engage in online shopping

include both utilitarian and hedonic dimensions (Schlosser, Shavitt & Kanfer,

1999). According to Holbrook (Holbrook, M.B, 1994), while some Internet shoppers

can be described as ‘problem solvers’, others can be regarded as seeking ‘fun,

fantasy, arousal, sensory stimulation, and enjoyment’. The utilitarian shopping is

done by women when she arise need and problem hence utilitarian act as a

problem solver shopping for women, while hedonic shopping is done by women

just to pass time, fun and enjoyment.

Like other users of the internet and e-commerce, mothers also have some

reasons why they wanted to use such platform. According to Hills (2014), there are

different elements of omni-channel shopping which includes they research online,

they buy online, they use social media, they use mobile devices, they research

online but buy in physical store, and their older kids research online but then go

with parents to a mall for buying trending stuff. This means that it is essential for

designing targeted and engaging communication to understand the parents’

personas and also how their kids’ age groups to changes parents’ behavior (Hillis,

2014).

"The considerable expenses associated with having kids make budgeting

and value-seeking more essential," says Fiona O'Donnell, lifestyles and leisure

analyst at Mintel. "At the same time, the increased time and logistical pressures of

parenthood put a premium on convenience. On a more instinctive level, moms'

need to protect and nurture their kids puts a sharper focus on safety and nutrition

information."
 28

This means that moms are caution in shopping online or at the mall

(traditional shopping) for they prefer to buy the things that is more durable and safe

for their kids and only buy products or services that they needed at a low cost

(Manufacturing net, 2012).

Synthesis

Social media provides an unparalleled platform for consumers to publicize

their opinions of purchased products and therefore will facilitate word-of-mouth

communication. Social media interaction has paved the way for an instant flow of

information that spreads the message to a wider audience.

Therefore, it is important for businesses to understand the driving forces of

online customer behaviors and to learn how they can strategically affect that

behavior to their advantage.

Social media has been through constant evolution throughout the years and

within these periods, traditional media is slowly being replaced with social media.

This is because people prefer to use social media using their mobile phones or

smartphone devices rather than traditional media because they feel comfortable

using the device that can be easily use anytime, anywhere.

One of these people is the mothers who actively participate in the virtual

community, the social media. Mothers who are nowadays a tech-savvy spend their

leisure time on using the internet and other platforms such as Facebook, Youtube,

twitter, etc. that can influence their buying behavior for they might encounter
 29

different kinds of advertisement that will lead to make or to obtained them as a

potential buyers.

One of the reason why mothers are potential buyer is that they are the

household decision makers in particular to purchasing products to attain the needs

and wants of the family. They also uses the internet and other platforms to be

updated in different kinds of events that is happening in their circles; this includes

family, friends, society, and the community that will help them nurture the

relationship with these people. Moreover, they shop online because of the price

and convenience and reflect to different factors that affect their buying patterns

which includes their children and their capacity to budget all the expenses.
 30

Related Studies

The review of related studies is an essential part of any investigation.

It confers the local and foreign studies, inquiries, or investigations already

conducted to which the present proposed study is related or has some bearing or

similarity. It also represents the surrounding situations or problems that prompted

the researchers to undertake the study.

Local

The study of the AsianParent (2015) entitled Asian Digital Mum Survey, is

conducted to bring into focus the habits of moms in the Philippines and to help

brand marketers understand the behavior of mothers on online shopping. It

explores what social media network mothers are using, what factors makes them

share content with other moms, and influences their purchasing behavior. The

quantitative survey method used by the researchers recorded the behavior of

2,700 mothers who have kids up to the age of 16 and it reveals that moms are into

mobile-first and are primary decision makers for household purchases.

This study is similar to the research that will be conducting at hand; the gap

that made this study deficient in is that it highly focuses on the habits of moms

online rather than on online shopping itself. Generally, stating that Philippines

moms are the most active on Facebook groups, forums, and online communities.

They gave little attention to the buying behavior bringing only the matter about why

moms follow brands that resulted in 95% to be updated on product offerings, 72%

for coupons and discounts and 32% to endorse this brand to others.
 31

The study entitled Consumer Perception and Purchase Behavior on Online

Shopping among Students in Mindanao University of Science and Technology by

Mahinay (2016) determines whether there is a significant relationship between

consumer perception and buying behavior on online shopping.

Through a survey questionnaire, three factors of perception were assessed:

(1) convenience; (2) benefits; and (3) leisure, and another three factors of

behavior: (1) convenience; (2) security; and (3) leisure. Both variables are high.

The Correlational analysis yielded a high significant relationship between their

beliefs and behavior at a .05 level of significance.

Although, this study’s focal point is the youth’s buying behavior towards

online shopping it will be substantial if the researchers compare the elderly age

groups with younger consumers on their perception and purchase behavior

towards online shopping so that wider coverage can be achieved by the online

shops and thereby maximize business opportunities. In this study, the researchers

will investigate the mothers’ social media usage and buying behavior to

corroborate the former study and to give equal attention to the matter or issue. It

is for the future studies to compare the both age groups.

The study entitled Online Shopping Behavior of Students in the College of

Business Administration: Basis for Enriching Content of the Subject Matter by

Legaspi (2015) is conducted to describe the behavior, level of entrepreneurial

mindset and the problems faced by online shopping College of Business

Administration students of the University of Eastern Philippines.

 32

The study used a descriptive survey method that successfully captured the

needed data for the study. Findings showed that females tend to shop online than

males because they are more inclined to shop, what constraints half of them to

buy online are their financial insufficiency, product risk and delivery problems.

This study focuses on college students of Business Administration and not

on the totality of the different departments in the University of Eastern Philippines.

The results alone are a conception of these narrowed-down respondents, who

most of them have knowledge and skills on online shopping practices, online

marketing and online selling because of their academic background.

Foreign Studies

A study of Nolcheska (2017) entitled The Influence of Social Networks on

Consumer Behavior also examines the level of influence of social networks on

consumer behavior in the Republic of Macedonia. Quantitative research method

was used to collect empirical data through self-completion questionnaire. Findings

showed that the stages of purchase decision-making process: Information Search

and Evaluation of Alternatives greatly influences consumer behavior on online

shopping.

However, the survey was conducted on a convenience sample, which

cannot be seen as credible for it is highly vulnerable to selection bias and has a

high level of error sampling, although it was sufficient for the presented findings.
 33

The study also focuses on the influence of Facebook on its users in

Macedonia rather on the top various social networks sites.

As for the literature and previous research studies in the field of social

networks’ influence on consumer behavior are inadequate.

Furthermore, the proposed model, although a good fit, does not guarantee

a true reflection of reality. In actuality, consumer behavior can be very complex

and SNs influence on it may differ.

In a study entitled Effects of Online Shopping on Consumer Buying

Behavior: An Empirical Study of Pakistan by Bashir, Mehboob, & Bhatti (2015), it

examines the relationship between online buying and consumer-buying behavior.

The main focus of this study is to elucidate the changes in consumer buying

behavior among the youth of University of Punjab, Pakistan and will be determined

by the following five factors that were derived from literature: trust, time, product

selection, convenience and privacy, which determine how consumer buying-

behavior reflects online shopping trends. The study used a self-administered

questionnaire.

Convenience have a great impact on consumer buying-behavior towards

online shopping but Trust factor is the most relevant when it comes to the younger

generation.

However, this study was targeted for the youth in the business department

of Punjab, Lahore only, so the results are positive on bias for most of the randomly

sampled respondents are female due to higher ratio of females enrolled in the
 34

selected institutes and that the researchers also took five variables only from the

literature.

More diversity would be able to get a well-rounded viewpoint and better

response from the respondents if the researchers consider other departments,

have a higher male participation in the study and more variables will be added

such as pricing, discounts and other online deals factors that can possibly affect

the consumer buying behavior towards online shopping.

In this paper, the researchers addresses the relationship of social media

and buying behavior of mothers through their social media usage and their buying

behavior based on the degree of involvement in online purchase and awareness

of the differences of the brands. This study only focuses on mothers for the rise of

millennial moms seem to make an impact in the marketing world− they tend to

control the purse strings in most household, they are highly-influential, have a high

and better purchasing power, hence, it will provide reliable and valid results for

mothers are emotionally and mentally matured, financially sufficient and practical

than the youth.

The study of Kukreti, A., Singh, R., & Mittal, S. (2018) entitled Effects of

Online shopping on consumer buying behavior investigates multiple factors that

impact the buying behavior of consumers from the capital city of Uttarakahnd

during online purchase in any E-commerce websites.

The researchers used Exploratory Factor Analysis and four clustered

factors were found that showed a significant impact on the buying behavior of
 35

online shopping users: Customer benefit, fast economic and secured purchase,

trend with technology and easy availability.

The study’s literature review lacks sufficient background and justification for

the research that the researcher has undertaken.

The method used was exploratory correlational analysis during which the

researcher has an antecedent assumption that any indicator could also be related

to any issue. There's no previous theory and one uses factor loadings to grasp the

element structure of the information.

Synthesis

All studies in local and international publications have been made for the

researchers to have an idea regarding the relation of social media and buying

behavior of mothers from the contents of related studies.

Existing research papers that the researchers founded on the internet had

arrived at a conclusion that there are effects of social networks or online shopping

on consumer behavior−that social networks can bring about a certain degree of

influence on the choices of consumers changing their buying behavior through the

influence of a complex combination of internal and external influences. However,

the papers has complications on background explanation, justification, and

methodology or instruments used that can affect the overall ecological validity of

the research− for instance, some of the instruments and proposed model used in
 36

the studies provided simply do not tap into people’s real life experiences. The

reliance on inappropriate usage of instruments and procedures hinders the

connection between research and reality.

In general, the related studies serve as the foundation and help the

researchers’ in their current study to clarify vague points about the problem, the

appropriate quantitative research design to be used, specifically the formulation of

assumptions, hypotheses and conceptual framework towards attaining a valid and

reliable quantitative research paper that guarantees a true reflection of reality.

 37

Theoretical Framework

This study is grounded on the following theories: Motivation-Need Theory,

Pseudo Theories, and Social Exchange Theory.

The Motivation-Need Theory or the Hierarchy of Needs Theory was

proposed by Maslow (1948). It has a various effects through the whole psychology

community. Based on a five-part priority system that is under his theory, people

act to fulfill their needs. These needs are ordered based on its importance:

physiological (survival), safety, love, esteem, and self-actualization. The lower part

must be fulfilled first for it will activate the next higher order of the hierarchy of

needs.

Motivation-Need Theory explains the series level of human needs which is

needed to drive through satisfaction or gratification of people. And it has been used

or adopted to many different environments including business, human resource

management, and marketing.

It can help people understand the essential needs that we oblige to attain

especially now that we are adapting to the new technology wherein it might change

and affect the behavior of people when it comes to attaining their needs through

buying products using the online platforms. Technology including internet and

social networking might affect the consumer’s motivation in purchasing products

online and in traditional way as well in the foreseeable future.

 38

The Pseudo Theories were proposed by Li and Owyang (2010) and Evans

(2008). It consists of two frameworks, which are the Social graphic Framework and

the Social Feedback Loop. The first framework is about the development of social

strategy called social graphic. It is in a series of questions that is needed to be

asked by the marketers and managers to the customers and the answer will lead

to separating the customer’s layer of engagement: from curating, producing,

commenting, and sharing to watching. While the second framework is the chain

reaction of the customer purchase funnel. Evans (2008) states that there are three

stages of purchase funnel wherein the marketer can influence the customer’s

decision making and buying behavior and it includes: the awareness,

consideration, and purchases. It is like a cycle of feedback in which customers

influence others' decision-making through the process of purchasing a product.

When customers purchase product they will use it, form opinions, and talk about it

later in which starts the cycle of the loop feedback about the product from one

person to another that affects the decision-making process of other customers.

The two frameworks explain the effect of mass media on pre-purchase

decision to post-purchase behavior of customers which help marketers that have

intuitive senses. Unlike the Motivation-Need Theory of Maslow which focuses on

the structured pyramid of needs, the Pseudo Theories are more on the different

levels of engagement of the customers in order to adapt to different strategies for

engaging the spread of social media information to be able to influence other

potential customer’s decision-making process.

 39

The Social Graphic Framework will also help the businesses by providing

tools and platforms to effectively run their social interaction while the Social

Feedback Loop framework will help marketers harness feedback loop importance

in the decision-making that is driven through a cycle.

The Social Exchange Theory was proposed by Homans (1958).It states that

individuals engage to something that they find rewarding and avoid those that have

high costs or risks. Social behavior is not only an exchange of goods in particular

to the material ones but also in non-material goods, such as symbol of approval or

prestige. Cost-benefit framework and comparison is mainly used in this theory to

explain how human beings communicate with each other, how they form

relationship and bonds, and how communities are formed through communication

exchange. The cost-benefit of contributing to a social exchange is based on each

actor's subjective assessment; it means that all human relationship is formed by

the use of a subjective cost-benefit analysis and the comparison of alternatives.

There are four suggestions or reasons why people engage in social

exchange and it includes: an expected gain in reputation and influence on others,

an anticipated reciprocity on the part of others, altruism, and direct reward.

The Theory of Social Exchange explains that there is a level of face validity

when it comes to segmenting users to their exchange behavior. There are four

segmentation levels based on their active participation to attempt a leverage social

media to engage in consumers.

 40

It includes the watchers (who consume content), sharers (who upload and

forward information to others), commenters (who both review and rate products)

and producers (who create their own content).

Synthesis

The first theory is the Motivation-Need Theory which is about the need of

humans presented in an organized reverse pyramid structure that must be fulfilled

by humans to attain their needs that indicates the needs that are at the bottom are

the most important ones. While the Pseudo Theory explains how people engage

when it comes to pre-purchase decision to post-purchase behavior. It has two

framework which includes the social graphic that is about the development of

social strategy and the social feedback loop that states the stages of purchase

funnel. Lastly, the Social Exchange theory states the reason why people engage

in social exchange or use social media.

Combining important propositions from the theories of Motivation-Need,

Pseudo and Social Exchange, the researcher used the following assumptions as

framework for the study:

a. The mothers prefer to meet first the lower part of the Hierarchy, which

includes: food, water, shelter and clothing which is the most basic needs

that can lead to the other levels of hierarchy such as safety, love, esteem

and self-actualization.

Mothers prioritize the things that they really need in order to survive in day

to day living not only for themselves but also for the members of the family.
 41

b. These needs will lead to different kinds of engagement in social media in

which they play as the crucial member of the cyber community for mothers

nowadays prefer to spend their leisure time in using their mobile phones

and internet.

c. The mothers will prefer to choose the kind of goods that they find rewarding

and has a low cost for they are fastidious in making decisions especially for

the purchases in the household.

d. These kinds of goods are not always a material one but it can also be a

non-material goods such as approval and prestige in which they gain

reputation and influence others by using social media.

e. Once a mother, like other customer, purchases a product; they will provide

a feedback on that brand and form a cycle by transferring information to one

person to the other.

Conceptual Framework

Figure 1 shows the conceptual framework of the study. As what can be seen

at the bottom of the diagram, the first box is the location of the study, which is

Calbayog City, Samar and the respondents of this study. The box in the upper left

box contains the profile of the mothers in terms of their age and economic status.

The lower left box contains the social media usage of the respondents. The right

box contains the buying behavior of the respondents. Lastly, the next upper box

contains the analysis, interpretation, finding and recommendations of the study.

 42

Figure 1. Conceptual Framework of the Study

 43

Research Hypothesis

The purpose of this study is to examine the relationship between social

media usage and buying behaviors of mothers. To attain the research objectives

the researchers further seek answer on this question:

1. Is there a relation between social media usage and buying behavior of

mothers?

Based on the mentioned question, the researchers formulated this research

null hypothesis:

H0: There is no relationship between social media usage and buying

behavior of mothers.
 44

CHAPTER 3

METHODOLOGY OF RESEARCH

This chapter describes the method to be used in this study, research design,

research locale, research participants, sampling technique, research instruments,

the data collection procedure, and the data analysis.

Research Design

The researchers will use the correlational method of research in examining

the relationship between social media usage and buying behaviors of mothers.

Correlational research is a type of non-experimental research method, in which a

researcher measures two variables, understands and assess the statistical

relationship between them with no influence from any extraneous variable (Bhat,

ND). The reason that the researchers choose to use a correlational study rather

than an experiment is that the statistical relationship of interest is thought to be

causal, but the researchers cannot manipulate the independent variable because

it is impossible, impractical, or unethical to determine the relationship between

social media usage and buying behavior of mothers. Therefore, the researchers

could not manipulate the social media usage of the selected participants

experienced and had to settle for measuring the social media usage—along with

the buying behavior of mothers—using questionnaires.

 45

Research Locale

This study will be conducted at the grounds of Christ the King College. The

researchers will ask mothers randomly who are accompanying their children to

school to answer the questionnaire provided, for Christ the King College is the

second largest school in the city of Calbayog. It is a pioneer Catholic institute in

the island of Samar, established under the name Colegio de San Vicente de Paul

on 1905 and currently has more or less 1,600 students− catering Elementary,

Junior High School, Senior High School and College education.

Figure 2. Map of the school

 46

Research Participants

The respondents of the study will be the mothers of the students in Christ

the King College who have the capacity and ability to use the social media,

internet, and other platforms that might influence their buying behavior for they are

the primary decision maker in purchasing products for the needs and wants of the

household members.

The mothers will assess the relationship of social media usage and their

buying behavior by answering the questionnaire that the researches will provide.

They will also determine the impacts of social media and how it will influence their

buying behavior that will be analyze by the researchers using the survey.

The researcher will utilize the Cochran's Formula to determine the sample

size. This formula will help researchers calculate an ideal sample size given a

desired level of precision, desired confidence level, and the estimated proportion

of the attribute present in the population. The researchers do not have much

information about the total population of mothers in Christ the King College, so

they assume that quarter of its population are potential respondents of the study.

The confidence level of the researchers is 95% and at least 5% precision. A

95%confidence level gives the researchers Z values of 1.96, per normal tables.
 47

The computation is shown below.

Cochran’s Formula:

Where:

e is the desired level of precision (i.e. the margin of error),

p is the (estimated) proportion of the population which has the attribute in

question,

q is 1 – p.

The z value is found in a Z table.

Solution:

n = Z2pq n = 14
e2 p = 0.25

n = (1.96)(0.25)(0.75) q = 0.75

(0.05) 2 Z = 1.96

n = 147 e = 0.05

After using the formula, the researchers got the sample size of 147 in the

target population that is enough to give the researchers the amount of that they

needed in the study.

 48

Sampling Technique

This research applied convenience sampling where the participants is

selected based on the availability and willingness to take part of this study. This

sampling technique is a method that relies on data collection from population who

are conveniently available to participate in study. The first available primary data

source will be used for the research without additional requirements except for

being a mother. In convenience sampling no inclusion criteria identified prior to the

selection of subjects. All subjects are invited to participate (Anonymous, 2018).

The researchers use this sampling technique because they cannot get the

exact amount of the population of mothers in Christ the King College. Since the

convenience sampling selects the participants based on their availability whenever

the study is conducted, it will be easy for the researchers to recruit willing and

suitable sources of the primary data of the study.

Research Instrument

This study will utilize a researcher-made questionnaire composed of three

parts. The first part contains questions pertaining to the profile of the respondents.

The second part includes questions finding out the social media usage of mothers.

The last part includes questions about the mothers’ buying behaviors on online

shopping.
 49

Data Collection Procedure

In the conduct of the study in Christ the King College, the researchers will

ask permission to the selected mothers in the Christ the King College to answer

the survey forms. The questionnaire will be distributed to the available and willing

mothers inside the campus of the school. The results of the survey will be recorded

by the researchers as to have valid and realistic information.

The data will be tabulated, analyzed and interpreted according to the

specific answers given by the chosen respondents.

Data Analysis

In order to reflect on the correlation between Social Media Usage and

Buying Behavior of Mothers, a survey method was used in a questionnaire that

contains the social media usage and buying behavior of mothers. To interpret the

data gathered, the researchers will use the following statistical treatment:

1. Relative Frequency. It will be used to determine the profile of the

respondents. The formula is:

𝑷 = 𝒇/𝒏 𝒙 𝟏𝟎𝟎

where: P = relative frequency

f = frequency

n =total number of observation

 50

2. Weighted Mean. It will be utilized to compute the average social media

usage of mothers and its effect on their buying behavior. The formula is:

𝞵 = 𝚺𝒇𝒙/𝒏

where: 𝞵 = Weighted mean

𝛴 = Summation

f = No. of responses each scale

x = Weight assigned to each scale

n = Total number of respondents

An interpretation will be assigned to give verbal interpretation to the

computed weighted mean. The following scale shall be used:

Table 2

Data Interpretation

Scale Range Verbal Interpretation

3 2.51 - 3.25 Often

2 1.76 - 2.50 Neutral

1 1.00 - 1.75 Seldom

 51

3. Chi-square. The Chi-square test of independence will be used to

determine if there is really a connection or relationship between the

social media usage of mothers and their buying behavior. The

formula is as follows:

𝜮√(𝒐 − 𝒆𝟐
𝒙𝟐 =
𝒆

where: 𝒙𝟐 = Chi-square value

o = observed frequency

e = expected frequency
 52

CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

 53

CHAPTER 5

SUMMARY OF RESULTS, CONCLUSIONS & RECOMMENDATIONS

Summary of Findings

The primary focus of this study is to examine the nature of the associations

between social media usage and the buying behaviors of mothers. This study will

be undertaken with the purpose of seeking knowledge on whether social media

affect the buying behaviors of mothers or not.

This study has found that 100% of the 70 respondents uses social media.

45.71% (32) of which spend 3-4 hours on social media websites on a typical day

while 40% (28) of the population uses social media 4-5 days in a week. Gathering

81.71% (60) of the respondents, Facebook is the most accessed social media

application on a daily basis. In addition to this, the users of Instagram and Twitter

were almost the same, and they were recorded 11.43% (8) and 8.57% (6)

respectively. It was observed that most of the mothers particularly use 81.71% (60)

Facebook than any other social media applications as a medium of 53 (75.71%)

communication.

As for the buying behaviors of mothers, 48.57% (34) do online shopping

sometimes and 67.14% (47) use Facebook most often when buying products

online indicating that Facebook is also the most used social media tool to buy

products online. While the online shopping intentions of mothers heavily lean on

its convenience 54.20% (38), 12.86% (9) of the respondents shop online to avoid
 54

crowds, 10% (7) of them is to compare prices and lastly, 1.47% (1) out of 70

respondents shop online because of its opportunity to shop 24/7. The most viewed

or searched product is clothing with a percentage of 54.20% (38), the second most

viewed or searched products are Bags and Accessories 32.86% (23) and the least

viewed or searched items were Appliances and Cosmetics, they were recorded as

25.71% (18) and 21.43% (15) respectively.

Finally, respondents were asked, if they see advertisements when using

online applications, most of the respondents 40% (28) said they often see

advertisements and 47.14% (33) clicked these advertisements. They were also

asked if their decisions were influenced after seeing something online, 44.29%

(31) of the respondents has a neutral response as well as 40% (28) of the

respondents order things online after seeing them. 47.14% (33) seldomly get their

attention whenever they receive promotional e-mails daily while 41.43% (29)

neutrally purchase after watching or reading reviews of a product and 41.43% (29)

neutrally helped mothers find products they hadn’t found on their own or had heard

of before.

The major finding of this study was that there was a weak correlation

between the NCR male high school students’ exposure to and recall of antismoking

advertisements and their perceptions of and attitudes towards smoking.

 55

Conclusion

The researchers, through the Chi-square Test, has come up with the

following conclusions: has shown that social networks can bring about a certain

degree of influence on the choices of consumers changing their buying behavior.

In fact, the use of new information and communications technology allows a better

flow of information and thus a greater connection between the different actors. It

is suggested that social media got very much popularity in last decade and its

users are increasing very rapidly. Now common people are using Facebook,

Instagram, Twitter and other media not only for reason of entertainment and

socialization but also for business contact. There are numerous social websites

which provide platform and opportunity to millions of people across the globe to

communicate in very cheaper, faster and easy manner. Therefore, mostly people

visit social networks very frequently and get connected with each other.

This study is very important, as it significantly contributing to

understand how social media influence on buying behaviors of mothers.

Moreover, to understand more deeply, comparison has been made between

mothers ages below 40 and above 40. Comparison has shown that there is

difference in usage pattern of social media among mothers, it may be due to their

different lifestyle and living standard.

 56

Recommendation
 57

REFERENCES

BOOKS
Beck & Lynch. (2001). Profiles of Internet buyers in 20 countries: evidence for
region specific. Journal of International Business Studies, vol-32 , 725-
748.
Forrester. (2012). Trends in India's e commerce market. Assocham’s.

Habul. (2000). Consumer decision making in online shopping environments: the

effects of interactive decisions aids. Marketing Science , 4-21.

Holbrook, M.B. (1994). The nature of customer value : an axiology of services in

the consumption experience. Service Quality: New Directions in theory and
practice , 21-71.

Schlosser, Shavitt, & Kanfer. (1999). Survey of Internet users attitude toward
advertising. Journal of Interactive Marketing, vol-13 , 34-54.

Mahinay, Ray Butch & Michael A. Tubio, Earl & B. Altaque, Jeanne & V. Lucero,
Katrina & Grace C. Tagam, Rudynna & Fini Rae E. Toling, Li & Grace C.
Veri, Mary. (2016). CONSUMER PERCEPTION AND PURCHASE
BEHAVIOR ON ONLINE SHOPPING AMONG STUDENTS IN MINDANAO
UNIVERSITY OF SCIENCE AND TECHNOLOGY.
10.13140/RG.2.2.23011.35362.

ONLINE ARTICLE
Beck, M. (2014), Survey: 62% of Consumer Say Social Media Doesn't at All
Influence Their Purchasing Decision. Retrieved from:
https://marketingland.com/survey-62-consumers-say-social-media-doesnt-
influence-purchasing-decisions-88498
Bemis, M. (2014). How Do People Access Social Media and Why? Retrieved from:
https://www.crimsonhexagon.com/blog/people-access-social-media/
Cruz, J. A. (2015). The Filipino Mom on Digital World. Retrieved from:
http://www.bworldonline.com/the-filipino-mom-in-the-digital-world/
DePhillips, K. (2017). 16 Reasons Why Your Business Needs Social Media
Marketing. Retrieved from: https://www.contentfac.com/9-reasons-social-
media-marketing-should-top-your-to-do-list/
Garcia, K. (ND). A Profile of Internet User in Philippines. Retrieved from:
https://www.rappler.com/brandrap/profile-internet-users-ph
 58

Hill, R. (2014). Parents & E-commerce: Online Shopping Persona Driven

Marketing Parents. Retrieved from: http://www.jarcreative.com/e-
commerce/parents-ecommerce-online-shopping-persona-driven
marketing-parents/

Manufacturing Net, (2012). Becoming Mom Changes Buying Behavior.

Retrieved from: https://www.manufacturing.net/news/2012/05/consumer-
trends-becoming-mom-changes-buying-behavior

Relander, B. (2014). Understand Mom Behavior to Engage Her on Social Media.

Retrieved from: https://www.socialmediatoday.com/content/understand-
mom-behavior-engage-her-social-media
Salita, I. (2013). Mom on Facebook: Stats and Tales. Retrieved from:
http://pana.com.ph/moms-on-facebook-stats-and-tales/
Schofield, T. (ND). What Is Consumer Behavior in Marketing?-Factors, Model &
Definition. Retrieved from: https://study.com/academy/lesson/what-is-
consumer-behavior-in-marketing-factors-model-definition.html
Sema, P. (2013), Does Social Media Affect Consumer Decision-Making?
Retrieved from: https://scholarsarchive.jwu.edu/mba_student/24/
Stankevich, A. (2017), Explaining Decision-Making Process: Critical Literature
Review. Retrieved from: https://researchleap.com/explaining-consumer-
decision-making-process-critical-literature-review/
Valentine, O. (2018). Top 10 Reasons for Using Social Media. Retrieved from:
https://blog.globalwebindex.com/chart-of-the-day/social-media/
WordStream (ND). Social Media Marketing fro Businesses. Retrieved from:
https://www.wordstream.com/social-media-marketing
Roshni (2015). TheAsianparent.com survey reveals that the Filipino mom has gone
digital, is mobile first, and is the new “Chief Household Officer. Retrieved
from: https://www.linkedin.com/pulse/theasianparentcom-survey-reveals-
filipino-mom-has-gone-roshni-mahtani

JOURNAL

Legaspi (2015). Online Shopping Behavior of Students in the College of Business

Administration: Basis for Enriching Content of the Subject Matter. Retrieved
from: http://www.ijern.com/journal/2015/January-2015/28.pdf

Nolcheska (2017). The Influence of Social Networks on Consumer Behavior also

examines the level of influence of social networks on consumer behavior in
the Republic of Macedonia. Retrieved from: http://ibaness.org/bnejss/2017
03 04/08 Nolcheska 2.pdf
 59

Pakistan by Bashir, Mehboob, & Bhatti (2015). Effects of Online Shopping on

Consumer Buying Behavior: An Empirical Study of Pakistan. Retrieved from
:http://admin.umt.edu.pk/Media/Site/SBE1/SubSites/JMR/FileManager/JM
R/Paper_1.pdf

Kukreti, A., Singh, R., & Mittal, S. (2018). Effects of online shopping on consumer
buying behavior. Retrieved from: https://www.researchgate.net/publication
/324694092_EFFECTS_OF_ONLINE_SHOPPING_ON_CONSUMER_BU
YING_BEHAVIOUR
 60

APPENDICES

A. Research Instrument

We, the Research Armys, are on a quest to collect the right data about the
Relationship between Social Media Usage and Buying Behavior of Mothers. This will help
us answer our research questions and don’t worry your responses are completely
anonymous. We know how precious your time is. That’s why we made sure this survey
will only take 3-5 minutes to complete.

Please put a check mark for the following questions.

1. Age:
2. How much is your monthly income?
Less than PHP10,000 PHP10,001 - PHP30,000 PHP30,001 and over
3. What is the highest level of school you have completed or the highest degree you have
received?

Elementary Graduate High School Graduate College Graduate

4. How many children do you have? ________

5. Do you use social media?
Yes No

6. Which of the following Social Media do you use on a daily basis?

(you can provide more than one answer)
Facebook Instagram Twitter
Others:
7. How often do you use social media in a week?
1-3 Days 4-5 Days 6-7 Days
6. In a typical day, about how much time do you spend using social networking websites?
1-2 Hours 3-4 Hours 5-6 Hours
9. How often do you do online shopping?
Always Sometimes Seldom
10. Which social media tool do you use most often when buying products online?
Facebook Twitter Instagram Youtube
Others (Please Specify): __________________
 61

11. Reasons in accessing the websites or application:

Entertainment Communication Information
12. What are your intentions in shopping online?
Convenient Compare Prices Avoid Crowds Ability to shop 24/7
13. Products/Services most viewed and searched:
Clothing Appliances Cosmetics Bags/Accessories
14. Answer the questions below:
Seldom Neutral Often
Do you see advertisements when using online
applications?
Do you click these advertisements?
Are your decisions influenced after seeing something
onlne?
Do you order things online after seeing things online?
Do promotional e-mails send daily get your attention
enought to buy the product?
Does social media tools helps you find new products
you hadn't found on your own (or had heard of
before)?
Do you make purchase after watching or reading
some sort of review of the product?

WE, the researchers, want to thank YOU for every second invested in our research.
 62

A. Research Timeline

Date Activity
2018
July 1 Making of the Research Title
August 2 Statement of the Problem
August 3-10 Revisions
August 11 Chapter 1 and 2
August 19- Checking of Statement of the Problem, Chapter 1 & 2

August 30 Passing of Group and Individual Evaluation, Revisions on Chapter

1 and 2
Month of Revisions and Making of Chapter 3
September
October 5 Revisions
October 11 Research Proposal Presentation
October 22 Passing of current research paper
2019
January 31 Continuation of revisions on RRL and Chapter 3, Making of
Questionnaire
February 3-4 Corrections and Rveisions on RRL and Data Analysis
February 8 Consultation with Mr. Acoba, Room SB 2 regarding on Chi-
Square Test
February 24 Revisions on the Questionnaire, making of Research Permission
Letter
February 27 Approved Questionnaire, start of survey distribution to potential
respondents in Christ the King College
March 1 Consultation with Mr. Acoba regarding Chapter 4
March 2-3 Making of Chapter 4 and 5
March 4 Consultation with Mr. Veraflor
March 5 FINAL FULL RESEARCH PAPER
 63

B. Budgetary Requirements
 64

RESEARCHERS’ PROFILE

LANCE DEION U. MANCOL

12-St. John Bosco
ABM

Rizal St., Purok 1, Brgy, Lagbangon, Calbayog

City, Samar

jbc_mac@gmail,com

JB is the eldest son of Grey dela Cruz and Rina dela

Cruz. He finished his elementary in Rizal Elementary
School in 2011. He earned his Junior High School
certificate in 2016 at Christ the King College. He is
an active member of Toyota Club and Math Club.
During his free time, he plays the violin and piano.
He is enrolled in HUMSS in Senior High School and
he hopes to have a career in Social Work.

RIZTON JEFF C. MUNOZ

12-St. John Bosco
ABM

Rizal St., Purok 1, Brgy, Lagbangon, Calbayog

City, Samar

jbc_mac@gmail,com

JB is the eldest son of Grey dela Cruz and Rina dela

Cruz. He finished his elementary in Rizal Elementary
School in 2011. He earned his Junior High School
certificate in 2016 at Christ the King College. He is
an active member of Toyota Club and Math Club.
During his free time, he plays the violin and piano.
He is enrolled in HUMSS in Senior High School and
he hopes to have a career in Social Work.
 65

FHOEBI CRYSDELLE C. DE
GUIA
12-St. John Bosco
ABM

152 Corner Burgos and Nijaga streets Calbayog

City, Samar

[email protected]

Fhoebi is the eldest daughter of Maria Cristina de

Guia-Davis and Jundel S. Tagactac. She finished
her elementary in 2012 and earned her Junior High
School certificate in 2017 at Christ the King College.
During her free time, she sometimes reads YA books
and watches Korean Dramas or Horror Movies. She
is enrolled in ABM in Senior High School and she
hopes to be a Lawyer someday.

HANNABELLE L. EYA
12-St. John Bosco
ABM

Rizal St., Purok 1, Brgy, Lagbangon, Calbayog

City, Samar

jbc_mac@gmail,com

JB is the eldest son of Grey dela Cruz and Rina dela

Cruz. He finished his elementary in Rizal Elementary
School in 2011. He earned his Junior High School
certificate in 2016 at Christ the King College. He is
an active member of Toyota Club and Math Club.
During his free time, he plays the violin and piano.
He is enrolled in HUMSS in Senior High School and
he hopes to have a career in Social Work.
 66

E. Documentation