CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

In this fast-paced era, wherein everything constantly changes, we adapt. We all want to

be in trend and no one wants to be left behind. That is the reason why business industries are

finding a way on how they can reach their customers in easier ways. Decades ago, television,

radios, and other printed materials are used as an approach to advertising products, but due to the

advancement in technology, these are now considered as a basic marketing strategy. According

to Chitharanjan (2016), the consumers of the internet in the present times are widely spread all

over the world and have taken growth in many of the sectors. Furthermore, he stated that various

online tools also increase at a rapid rate to reach new customers.

Moreover, an article entitled "4 Ways Social Media Influences Millennials’ Purchasing

Decision" stated that social media is a major influencer when it comes to the purchasing

decisions of millennials. Other than that, peer recommendations also carry a lot of weight with

millennials. A conducted research study proposed that consumers do not have to depend on just

the information provided by the marketers in golden words. Through social media, the

consumers have developed a new medium to interact with each other which also helps them

make decisions more easily and receive first-hand information from the actual users which are

more reliable and helpful as it is not glorified by the marketers.

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 In reference to recent marketing research, social media is getting involved in people's

lives and making them more dependent. The marketing approaches astounding with millions of

consumers. Tuten and Solomon (2014) denoted that the whole world spends 110 billion minutes

on accessing social networking sites like Facebook, Twitter, and other reading blogs. It is also

analyzed that visitors to social media increased and continuously increasing as time goes by.

This factor makes no wonder why the business sector engages in people's lives by the social

medium.

In addition, Vatrapu (2013) cited that this phenomenon is highly adapted by the corporate

world to share the information and present its latest products. This empowers the business.

Subsequently, social media provides an inexpensive platform for their business and directly

engage with their customers. Therefore, it emphasizes effective marketing which is better than

traditional marketing schemes.

An article entitled, “Opportunities for Social Media Marketing”, stated that the social

media ranks among the top online activities for many online Filipinos. The success of digital

marketing in the Philippines also rides in the phenomenal success of social media in the country,

with at least 64% of online Filipinos relying on information from social media channels

influencing their purchase decisions. The use of social media marketing presents a tremendous

opportunity for digital marketing in the Philippines as a whole, focusing on developing brand

awareness by connecting or interacting with potential customers. Developing this connection and

rapport with online users is crucial to influencing the buying patterns of online Filipinos as 89%

do read what other people post or comment about a particular brand, product or service.

All in all, social media has expanded the horizons of communication and plays a crucial

role in business industries presently. As what the mantra said, communication is the key,

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prompted the researchers to aim a better understanding and to evaluate in-depth for it can be

argued to be both a blessing and a curse. Thus, this study is formulated and perceived with

accurate facts and reliable sources attached to the utmost knowledge of the researchers.

Statement of the problem

The general problem of the study is: How Social Media Affects Buying Preference of Teenagers

Specifically, it sought answers to the following questions:

1. What are the impacts of social media on consumer behavior of teenagers?

2. What are the advantages and disadvantages of social media in the purchasing of teenagers?

3. What are the benefits of social media platforms in business industries?

Significance of the study

Teenagers. This study can help give teenagers information on the topic of buying trendy

merchandise. In addition to that, it can give insight into the red flags that they may encounter in

what seems to be beautiful on the internet. Subsequently, this study can help them adjust their

buying preference in accordance with what social media influencers exhibit.

Social Media Influencers. This study aims to help celebrities in portraying items that

teenagers may favor, and give them discernment on what subjects they may like.

Business owners. This study can help show companies or manufacturers the prospects of

social media. It can also help business owners to adjust to the ever-changing preferences of

teenagers based on what they may possibly like or dislike.

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 Advertisers. This study will allow companies to see the potential of advertisements

appearing in social media platforms like Facebook and Instagram. Moreover, the study can also

give the gift of understanding the appropriate use of advertisements to entice consumers in the

said platform.

Future Researchers. The findings of the study will present adequate information that

will be a useful reference for those who intend to make any related study. It will provide baseline

data and can be their foundation with the research. It may serve as a guide to accumulate data

and building blocks to have a meaningful study.

Scope and Delimitations of the Study

The study employed the descriptive method of research that focused on how social media

affects the buying preference of people in this modern era. The researchers choose teenagers as

their subject to the topic for they are the ones who are most likely engaged in online shopping.

Moreover, this study focused on determining the effects of online shopping to many teenagers

nowadays. It also concerns the effects of social media in the view of companies or businesses.

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 Notes in Chapter 1

Chitharanjan (2016). Analysing the Impact of Social Media Marketing and Online

Advertisements on Consumer Behavior. Retrieved from:

https://esource.dbs.ie/bitstream/handle/10788/3288/ma_chitharanjan_a_2016.pdf?

sequence=1&isAllowed=y

Opportunities for Social Media Marketing. Retrieved from:

https://digitalmarketingphilippines.com/the-state-of-digital-marketing-in-the-philippines/?

fbclid=IwAR2xKr9gbcI74DnqqzNOKUTy8CCyoJhmFOtdQKYOVJKsjAijbznwaWcye2Q

4 Ways Social Media Influences Millennials (2017). Retrieved from:

https://www.forbes.com/sites/andrewarnold/2017/12/22/4-ways-social-media-influences-

millennials-purchasing-decisions/#6d01ff56539f

Tuten and Solomon (2014). Social Media Marketing. Retrieved from:

https://www.sagepub.com/sites/default/files/upmbinaries/88320_Chapter_1___Tuten_SMM_3e.

pdf

Vatrapu (2013). Understanding Social Business. Retrieved from:

https://www.researchgate.net/publication/285526492_Understanding_Social_Business

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 CHAPTER II

THEORETICAL FRAMEWORK

In this chapter, it includes the different literatures and studies regarding the effects of

social media in buying preference of teenagers based on published works such as books, research

papers, newspaper, dictionaries, and internet. This chapter also provides the conceptual

framework and definition of terms of the present research study.

Related Literature

The related literature included here has a significant relationship with the present study in

the sense that it provides a framework and gives direction to the investigation.

According to Aaker and Robert (2001), social media provides a platform to the consumer

to post their experiences, ideas, and information related to products, services or brands. This

means that it gives the power for the customers to have a voice and get connected with people

who share the same experiences with them.

Other than that, Morrison and Cheong (2008) concluded that in this competitive

environment, brands can create can create competitive advantage by marketing through blogs

and posting videos on YouTube.

Edelman (2010) describes that social media is applicable in the purchase process as a

medium to create awareness and support purchase decisions. It plays a significant role in

maintaining and building a feedback loop. Additionally, Gallaugher (2010) cited the importance

of feedback in the purchase process. The consumer may find a product on a TV ad and may

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search for its review from the internet. In this case, the consumer will be aware if a product is

really worth buying.

Moreover, Chen and Wang (2011) proposed that reviews and user-generated contents

such as books, movies, music reviews, and other things influence the attributes and consumer

purchase decision. More than 25% of social media users pay attention to things shared on social

media.

Furthermore, Forbes and Vespoli (2013), stated that the influence of social media on

buying behavior can be in any services or products. Quality, brand, advertising or price could

effect consumer decision-making. Western Kentucky University used a sample of 249 consumers

purchases to analyze the type of product purchased, and the cost of the item. The result of the

research present that consumers are buying either expensive or inexpensive items, and are doing

so based on the recommendations from social media by their contacts or mutuals.

Meanwhile, Schirr (2013), said that social media helps in the development of the

relationships and providing methods for fostering those new relationships at a low cost and

periodic manner.

As proposed by Sema (2013), if consumers have some problems with products or

services, they could reach companies via social media, which is an easy way to contact and

connect with them. Companies are challenged by how they choose to react to comments or

responses on social media. Their reactions and responses can build strong brand images and get

more consumers to purchase products or services.

And lastly, Faulds and Mangold (2014), the unique characteristics of social media and the

popularity that it has gained in the few years have brought forth a revolution in the practices

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pertaining to marketing. It has changed the way an organization promotes its products or

advertises for the same.

In addition to that, social media has also been observed to have an impact on the behavior

of a consumer from the acquisition of data from the behavior of post purchasing a product such

as statements of dissatisfaction and their pattern of usage of the Internet.

The aforementioned works of literature focused on the effects of social media on the

buying preference of teenagers across the globe. Since the investigation aims to identify the

common effects of social media on consumer buying behavior, the literature was taken into

consideration.

Relative Studies

This section presented related studies with findings, conclusions, and recommendations

which are associated with the problem under investigation.

According to the study of Rust, Moorman, and Bhalla (2010), while many companies

have access to different types of technologies that could enhance consumer interest, expand

brand recognition and improve overall marketing, many underuse technologies as a foundation

for interacting with customers. These researchers, though, seem to suggest that expanded use of

information technologies and social media are going to be the trends in the future. Rather than

focusing on short-term advertising through technology, adept companies are integrating social

media mechanisms to enhance their relationship with consumers.

Moreover, the conducted study also shows that companies frequently focus on three of

the most widely used social media platforms for use in product marketing and branding:

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Facebook, YouTube, and Twitter. Companies are now recognizing the value of the use of

methods to engage

consumers in a way that continually reintroduces the product, increases the appeal of products, or

identifies social components to product experiences.

Social media websites have become the center of information distribution on products,

including the introduction of new product lines, the creation of brand awareness, and methods to

shape consumer behavior. It provides a unique opportunity to use word-of-mouth marketing to a

wider audience, supporting consumer-to-consumer communications and advancing brand

awareness through a large-scale social network.

According to Jothi et. al, (2011) social media has a big influence on consumer purchase

decisions. WhatsApp extra when they are using Facebook. At the same time, there were a lot of

ads focused on those consumer goods domains. Then these ads make a customer aware of the

products on the market and this recognition starts from the use of social media.

In line with this study, the findings of Birkbeck (2013) said that social media have

provided new opportunities for consumers to engage in social interaction on the internet.

Consumers use social media, such as online communities, to generate content and to network

with other users. It also identifies the advantages to be gained by a business. The data emerging

from a survey shows how social media facilitate the social interaction of consumers, leading to

increased trust and intention to buy. The results also show that trust has a significant direct effect

on the intention to buy.

As cited in the study of Gonzalez (2013), on a daily basis in present-day 100,000 tweets

are sent, 684,478 pieces of content are shared on Facebook, 2 million search queries are made on

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Google, 48 hours of video are uploaded to YouTube, 3,600 photos are shared on Instagram, and

571 websites are created. Businesses see enormous opportunities and are eager to tap into the

trend, whereas consumers are put back to the center in the business world because of social

media.

According to Sema (2013), people use social media to share their experiences, feedback,

facts, suggestions, alerts, tips and/or any questions that are of interest to their "link" or friends.

The information is a useful source that can affect the decision-making of consumers. Most

studies have shown that people are using social media information as guidance for their future

purchases or planning their future trips. The social media is also used as marketer ads. Marketers

take advantage of this and develop a marketing strategy, which could in effect help them gain

more customers. The social media system is very easy to apply to enter client customers. Such

benefits give individuals confidence in finding what they are looking for. People have a tendency

to believe what their friends say. Facebook, Twitter, or Myspace is the most popular social media

platform for people to share their lifestyle, stories, or even where they went on holiday. Posting

information could lead your friends to do the same thing or make decisions using their

information. The goal of this research report is to determine its impact on travelers ' decision-

making for their future vacations through a review of selected literature on social media.

Meanwhile, Peter Roesler (2014) proposed that social media — or more accurately, the

content that is easy to spread via social media — has the ability to make people act in very

specific ways that are positive to business owners. A recent report from Deloitte shows how

social media affects consumer behavior from different age ranges and races. There is a lot of

variation among demographics on how much they use the internet, what kind of devices they use

and even how they look for information. Despite these differences, social media use is prevalent

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and meaningful for all demographics. It works well with most groups but especially with

millennials. The Deloitte report found that 47 percent of millennials are influenced in their

purchases by social media, compared to 19 percent for all other age groups.

Hajli (2014) proved that social media has offered consumers new opportunities to engage

in online social interaction. Consumers use social media to create content, such as online

communities, and to network with other users. Also, the data from a survey shows how social

media allows users to interact socially that leads to increased trust and purchasing intention.

A study of Michael Putter (2017) said that increasing focus on global development and

the expansive use of technology in marketing, advertising and promotion have led to shifts in the

way in which companies focus on consumers. Researchers have recognized that technology has

become a major component in expanding markets and have defined entire marketing strategies

around global access to technology. At the same time, advertising and promotion often focus on

the psychological, emotional, and social factors influencing consumer behaviors, elements that

must be incorporated into technology-based marketing. As a result, even in the presence of

global expansion and new technologies, companies need to look at the four essential “Ps” of

marketing: product, price, place, and promotion impact of social media.

Lastly, Rouse (2019) social media influence is a marketing term that describes an

individual’s ability to affect other people's thinking in a social online community. The more

influence a person has, the more appeal that individual has to companies or other individuals

who want to promote an idea or sell a product.

The findings of the previous studies presented several factors such as the usage of social

media in engaging with customers, purchasing behavior coping with modernization, marketing

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 strategies of different businesses, and etc. Hence, these studies were considered relevant since

the present study also examined how social media affects the buying preference of teenagers

Conceptual Framework

I P O Model

Input Process Output

 Assessing the study  Reasons why social

 How social media
and works of media affect the
affects the buying
literatures about buying preference of
preference of the
online businesses. the teenagers.
teenagers.
 Knowledge of the
 Common reasons why
 Interview students online shopping or
teenagers like to do
or teenagers who online business in the
online shopping. fic
like to do online business industry.

shopping.

The figure shows the conceptual design of the study. The researchers used the Input,

Process, Model (IPO) model for the conduct of their study.

The first frame shows the input of the study: (1) How social media affects the buying

preference of the teenagers, (2) Common reasons why teenagers like to do online shopping.

 The second frame displays the process of the study that they are going to employ: (1)

Assessing the study and works of literature about online businesses, (2) Interview

students or teenagers who like to do online shopping.

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  Lastly, the third frame indicates the output of the study which is the Reasons why social

media affect the buying preference of teenagers. Knowledge of online shopping or online

business in the business industry.

Definition of Terms

This part of the chapter gives the readers a clearer understanding of the words or groups

of words that they may encounter in reading the study. The following terms are conceptually and

operationally defined.

4P's. Conditional cash transfer program of the Philippine government to eradicate

extreme poverty in the Philippines by investing in health and education. In this study, we refer to

4P's as product, price, place, and promotion. It is an essential marketing technique that firms

have to comprehend to sell the products effectively and to increase sales revenue.

Brand Engagement. Engage defined as the involvement of a person to do something.

Brand engagement is a measure of how consumers perceive the brand. In the study, it signifies

an emotional commitment to a brand. It’s more than brand awareness; it is loyalty.

Preferences. A feeling of liking or wanting one person or thing more than another person

or thing. In this study, we refer to preferences as the level of satisfaction, the degree of

contentment and the usefulness of the product.

Social Media. Pertains to websites and applications that are coin to permit the crowd to

share content swiftly and efficiently. In this study, it was used as the medium to purchase, sell,

promotes and advertise items.

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 Teenager. Also known as an adolescent. A teenager, or teen, is a person who falls

between the ages of thirteen to nineteen years old. In this study, we used teenager as the

individual who buys a product in social media.

Word-of-mouth Advertising (also called word of mouth marketing). Word-of-mouth

is given or done by people talking about something or telling people about something. In the

study, it was used as the process of actively influencing and urging organic word of mouth

discussion about a brand, organization, resource or circumstance.

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 Notes in Chapter II

Faulds and Mangold (2014). Developing a Social Media and Marketing Course. Retrieved

from: https://www.tandfonline.com/doi/abs/10.2753/MER1052-8008240204

Edelman (2010). Branding in the Digital Age: You’re Spending Your Money in All the Wrong

Places. Retrieved from: https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-

your-money-in-all-the-wrong-places

Forbes and Vespoli (2013). Does Social Media Influence Consumer Buying Behavior? An

Investigation Of Recommendations And Purchases. Retrieved from:

https://clutejournals.com/index.php/JBER/article/view/7623

Rouse (2019). Social Media Marketing. Retrieved from: https://therousemedia.com/social-

media-marketing

Pet Roesler (2014). Benefits of Social Media Business Owners Need to Understand. Retrieved

from: https://www.inc.com/peter-roesler/5-benefits-of-social-media-business-owners-need-

to-understand.html

According to Sema (2013). Does Social Media Affect Consumer Decision-Making? Retrieved

from https://scholarsarchive.jwu.edu/cgi/viewcontent.cgi?

article=1023&context=mba_student&fbclid=IwAR0j6YIRUQhstNgXhHkVWHJaejsMYIWFXT

vEz9iHjhbpl5L_eJO26LFPs4s

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Hajli (2014) proved that. A study of the impact of social media on consumers. Retrieved from

https://www.lyfemarketing.com/wp-content/uploads/2015/05/Compressed-PDF.pdf?

fbclid=IwAR0-lyIgodM4LT0CuS6WDIVNH4RcewWojp7JFXE8l8s_qFN787AUwD5zaMc

According to Jothi et. al, (2011). Impact of Social Media on Buying Behavior of University

Students. Retrieved from https://www.questia.com/library/journal/1P4-2159147965/impact-of-

social-media-on-buying-behavior-of-university?

fbclid=IwAR3TSr3HfBNCuGtsUcVlpfZ7uNZgWsYJii1ECXjFiqNme9pGczMVXAbM4ew

According to Roesler (2015). How social media influences consumer buying decisions.

Retrieved from https://www.bizjournals.com/bizjournals/how-to/marketing/2015/05/how-

social-media-influences-consumer-buying.html?

fbclid=IwAR0BS3PWaNfWCGqMGQOu7-pMv0H5TPcsJ2AdDnhirpO_ec-

aJ3ge1HKzPvU

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 CHAPTER III

METHODS OF RESEARCH

This chapter presented the methods and techniques of the study, population and sample of

the study, research instrument, construction and validation of the instrument, and the data

gathering procedure.

Methods and Techniques of the Study

This study employed Case Study Qualitative Research. It aims to discern how does social

media affect the buying preference of the teenagers nowadays, specifically the students of Saint

John’s Academy, INC.

According to Pathak, Jena, and Kalra (2013), qualitative research focuses on

understanding a research query as a humanistic or idealistic approach. Moreover, this method is

used to understand people’s beliefs, experiences, attitudes, behaviors, and interactions. In support

of this, DeFranzo (2011) also said that qualitative research is primarily exploratory research. It

provides insights into the problem or helps to develop ideas or hypotheses for potential

quantitative research. Meanwhile, a Case study as stated by Heale and Twycross (2018) can be

defined as an intensive study about a person, a group of people or a unit, which is aimed to

generalize over several units.

Specifically, the study applies a purposive or deliberate sampling technique. Furthermore,

this study uses an interview and an open-ended survey questionnaire.

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Population and Sample of the Study

The study population was selected using purposive sampling at Saint John's Academy

Inc., composed of junior and senior high school students. The 10th, 11th, and 12th-grade

students between 15 to 18 years of age were selected among other students because they are the

most likely to be exposed to online shopping. Since the researchers are performing a qualitative

analysis, the selected students need only a minimum of 6 and a maximum of 10 respondents,

which are grade 10, 11 and 12 students. The researchers presented an open-ended survey

questionnaire that was given to grades 10, 11, and 12 to be able to extract the respondents. It

helped the researchers decide who faces the same issues among the respondents when it comes to

shopping online. Once the open-ended questionnaire was administered, the researchers were able

to pick who mostly shop online among the junior and senior students. From the questionnaire,

they find out that there were ten (10) students citing concern about the quality of the products

and five (5) students citing concern about the defective product they experience while shopping

online. To sum up, among the junior and senior students who shop online, there were fifteen (15)

respondents who face problems.

Research Instruments

In conducting this study, the researchers used a preliminary researcher-made survey

specifically an open-ended questionnaire. The test questionnaire is an open-ended question

which is composed of questions derived from related research studies about the effects of social

media on the buying behaviors of teenagers. This aims to know who among the students of Saint

John’s Academy, INC. is engaged in purchasing online.

While the second phase is an in-depth interview that aims to identify the respondent’s

feelings, thoughts and opinions regarding the effects of social media on the buying behavior of

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the teenagers. With this, their answers will be discussed clearly. The validity of the instrument

was done by submitting a copy of the sample questionnaire to experts in the field of the research

topic.

According to Easwaramoorthy & Zarinpoush (2006), interview is a conversation for

gathering information. A research interview involves an interviewer, who coordinates the

process of the conversation and asks questions and an interviewee, who responds to those

questions. Additionally, interviews are an appropriate method when there is a need to collect in-

depth information on people’s opinions, thoughts, experiences, and feelings. It is useful when the

topic of inquiry relates to issues that require complex questioning and considerable probing.

Data Gathering Procedure

After finding out that the research instrument was valid, the researchers sent a formal

letter to ask the permission and approval of the School Principal and the Senior High School

Focal to administer the research instrument to the students of the Academy.

The researchers personally administered the open-ended survey questionnaire answered

by the junior and senior high school students. Their answers were used as the baseline in

extracting the respondents. On the other hand, the researchers will personally interview the

respondents in order to ensure the truthfulness of their answers.

The students who are involved in this study are informed regarding its purpose. The

results gathered are used for analysis and interpretation.

Interview Protocol

A formal letter was sent to Dr. Gemma R. Yao, Principal of St. John’s Academy, INC.

and to Ms. Maria Fatima Nadine G. Ancheta, Focal of St. John’s Academy, INC. Senior High

19 | P a g e
School for the permission and approval of data gathering through an interview, including the

sample questionnaire and the Statement of the Problem. After the letter was approved, we

approached each of our six participants to inform them and asked them about their available

schedule.

Date of interview was established, then we proceed to each of them for our one on one

interview. Before the interview started, we asked them to sign on our Non-Disclosure Agreement

Contract to assure that their confidentiality is safe with us. Then, the researchers discussed some

of the details of the study; its topic, objectives and why do we need to interview them.

Afterward, we proceed to our main data gathering which is the one on one interview. During the

interview, we used our cellphone for the recording of the whole conversation and a partial video

recording of that session. After we interviewed the respondents, the researchers were oriented to

have an appointment regarding the vital information in fulfillment of the study conducted.

Lastly, the researchers reached out to the respondents and gathered some of their personal

information then proceed to follow-up questions.

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 Notes in Chapter III

According to Pathak, Jena, and Kalra (2013). Qualitative research. Retrieved from

http://www.picronline.org/article.asp?issn=2229-

3485;year=2013;volume=4;issue=3;spage=192;epage=192;aulast=Pathak

According to DeFranzo (2011). What’s the difference between qualitative and quantitative

research? Retrieved from https://www.snapsurveys.com/blog/qualitative-vs-quantitative-

research/

Heale and Twycross (2018). What is a case study? Retrieved from

https://www.researchgate.net/publication/321114261_What_is_a_case_study

According to Easwaramoorthy & Zarinpoush (2006). Interviewing for Research. Retrieved

from

http://sectorsource.ca/sites/default/files/resources/files/tipsheet6_interviewing_for_research_en_

0.pdf

Denzin and Lincoln. Handbook of Qualitative Research, Thousand Oaks. Sage

Publications, California. 2005

Stake, RE. (1994). Case Studies. In NK Denzin & YS Lincoln (Eds.) Handbook of
Qualitative Research (pp. 236-247). Thousand Oaks, Sage Publications, California.1994.

Annabel Bhamani Kajornboon. Using Interviews As Research Instruments. Language

Institute, Chulalongkorn University. 2009

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 CHAPTER IV

STUDY FINDING

This chapter details the findings of the research study, the documentary analysis and

thematic analysis of the data. Careful reflection and review of personal interviews were made.

Documentary Analysis
Table 1
Respondents (Results of the Habitual Online How Often
Shopping)
Respondent 1 Twice a month

Respondent 2 Eight times a month

Respondent 3 Four times a month

Respondent 4 Once a month

Respondent 5 Once per two months

Respondent 6 One to two times a month

The table 1 presents how frequently do the respondents shop online. This determines up

to what extent does the teenagers specifically the grades 10, 11, and 12 students of St. John’s

Academy, INC. engage themselves in online shopping through follow-up questions.

As the questions were answered by the respondents, the researchers found out that the

respondent number one does online shopping twice a month. While respondent number two who

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shop online eight times a month got the most frequent engagement to online shopping.

Respondent number three got the second to the most frequent engagement who does online

shopping four times a month. Respondent number four got the second to the least frequent of

engagement which is once a month. Whereas respondent number five got the least frequent of

engagement shops once per two months. And lastly, respondent six shops online one to two

times per month.

Thematic Analysis

1. What are the impacts of social media on consumer behavior of teenagers?

A. Need Recognition

According to Kotler and Armstrong (2014), Need recognition is the first

stage of the consumer or the buyer because they are still processing if they are

going to purchase something. In this stage, the consumer is still confused if

he/she is going to purchase an item.

B. Information Search

Kotler and Armstrong (2014), proved that after they need recognition, the

consumer undertakes a “search” about the information of the product/s.

Before the consumer buys a product/s he/she needs to search for the

comments and information about the product/s. The user's review is very

important before the consumer purchase a product/s. Moreover, with the help

of the reviews, the consumer can easily determine if the product/s is worth it

or not.

C. Purchase Decision

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 According to Kotler and Armstrong (2014), the purchase decision is the

final decision that the consumer makes. In this act of purchase, the consumer

is deciding on what to buy, where to buy, and how to pay. Sometimes the time

available for decision-making affects the consumer to purchase something.

The comment of the family, friends, and the users may affect the consumer if

he/she will be going to purchase a product. So, in this stage, the consumer

needs to think very wisely to have the right decision.

2. What are the advantages and disadvantages of social media in the purchasing of

a teenager?

1. Personal

This refers to personal things affecting or belonging to a particular person.

It is concerned with a person's feelings, emotions, and private life. Hence,

customer satisfaction and commerce fraudulent are subjected to this theme.

Advantage

A. Customer Satisfaction

According to Kumar (2015), customer satisfaction is important because it

provides marketers and business owners with a metric that they can use to

manage and improve their businesses. Without a high degree of it, profits can

be lower and harder to generate. Additionally, statistics have shown that a

business with high customer satisfaction is likely to generate up to 18 times

more revenue than a company with a very low customer satisfaction rate. In

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 line with this, one of the respondents immediately answered the researcher's

questions if purchasing online satisfies him/her. " Yes because actually when

pur when purchasing my ahh like my favorite stuffs on the instagram stores

ahhh it actually fulfill my ahh my, my “kagustuhan" .The researchers also

found out that good quality and affordability of a product brings satisfaction to

customers. " Ahhh, yes when ahhh pwedeng tagalog? Ano ahm maganda yung

product and mura," said Respondent No. 2. Truly, satisfaction occurs in

different situations, exceeding beyond the expectations of the customers and

fulfilling their needs.

Disadvantage

A. Commerce Fraudulent

An article entitled "Protecting yourself from online shopping scams"

(2020) said that the internet can be a dark place where virtual thieves can steal

your money, your password, and even your identity. One of the biggest concerns

when it comes to online scams is e-commerce fraud. From credit card fraud to

bogus returns, the highest numbers of e-commerce fraud incidents are those

against consumers. In light of this fact, two of the respondents have experienced

being swindled as they shop online. In statistical data, it showed that 62.7 percent

of all incidents regarding reported internet fraud was about online auctions, and it

is rising continuously as time passed by. As the interview goes, Respondent No. 3

shares his/her experience shopping online, “Oo uhm, actually recently

naexperience ko yun." "Tapos ayun ano mali yung kulay." While many folks have

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 excellent experiences with online auctions, others encounter fraud in this area,

receiving damaged or misrepresented goods and suffering compromised bank

accounts.

2. Economical

This refers to the efficient utilization of resources in a manner that reduces the

costs associated with the use and results in some sort of benefit for the user. Hence,

being convenient is subjected to this theme.

Advantage

A. Being Convenient

In an article entitled "Shopping Online: Convenience, Bargains, and a Few

Scams" by Morah (2019), Virtual stores allow people to shop from the comfort of

their homes without the pressure of a salesperson, and online marketplaces provide a

new and more convenient venue for the exchange of virtually all types of goods and

services. With ever-increasing gas prices, shopping online saves you the cost of

driving to stores, as well as parking fees. You will also save time by avoiding

standing in line, particularly around the holidays, when stores are very busy. One of

the respondents told the researchers that, "...Yes kapag ano yung kasing mas

madaling mamili ano minsan nasosobrahan di na nabubudget.." Hence, shopping

online saves more time and seeks for the comfortability of the consumer. In this way,

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 they can now have a product presented on their doorstep without any hassle or with

no sweat. " Oo kasi hindi na kailangan pumunta sa physical stores kasi, at saka ano

na rin, ano rin siya less hassle.” Also, a respondent cited a situation wherein online

shopping provides convenience to consumers. " Yes! Purchasing online has satisfied

me as a costumer, one time it was really inconvenient for me to go to the mall and

online shopping was may answer to my problem and that’s really satisfied me " These

statements only proved that online shopping entails convenience for its concern time,

money, and effort.

3. Cultural

This refers to the ideas, customs, and social behavior of people living in a

particular society. Hence, electronic word-of-mouth is subjected to this theme.

Advantage

A. Electronic Word-of-Mouth

Sema (2013) said that social media becomes an important communication

tool that people use to connect to other people or organizations. People use

social media to share their experiences, reviews, information, advice,

warnings, tips and/or any kind of issues that are interesting to their

“connection” or friends. That information is a helpful source, which may

influence the consumer’s decision-making. Similarly, one of the respondents

said, "...social media platforms are online and it is hugely used by ahh

consumers." By that, customers can easily generate information about the

consumption of products they are intending to buy that goes beyond the

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 messages provided by the companies. The more good responses a product has

the more it appeals to the buyers.

4. Mental

This concept refers to all the minds involving comprehending activities.

Hence, oniomania is subjected to this theme.

Disadvantage

A. Oniomania

A study conducted by Hartney (2015) proposed that compulsive shopping,

or what's more commonly referred to as shopping addiction is perhaps the

most socially acceptable addiction. Think about it, we are surrounded by

advertising that tells us that buying will make us happy. It is is a behavioral

addiction that involves compulsive buying as a way to feel good and avoid

negative feelings, such as anxiety and depression. Respondent No. 6 says that

purchasing online has a huge impact on the buying behavior of the consumers.

"....Oo gaya nung napanood ko noon sa balita, nagkaroon siya ng online ano

online shopping disorder." This difficulty in controlling the desire to shop

excessively results in more susceptibility to marketing and advertising

messages that surround us on a daily basis.

3. What are the benefits of using social media in business industries?

A. Increase brand awareness

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 According to an article entitled “23 Benefits of Social Media for

Businesses” (2018), with nearly half of the world’s population using social

media platforms, they’re a natural place to reach new and highly targeted

potential customers.

B. Humanize your brand

Also, the article mentioned that to connect with customers—and

potential customers—you’ve got to show the human side of your brand.

How are you embracing your brand values or do you even have brand

values? How are you looking out for the best interests of your customers

and employees? Does your product really work? The ability to create a

real human connection is one of the key benefits of social media for

business. We call these meaningful relationship moments. Introduce your

followers to the people who make up your company and showcase how

existing customers are using and benefiting from your products.

C. Establish your brand as a thought leader

Lastly, it states in the article that no matter what industry your

business is in, social media offers the opportunity to establish your brand

as a thought leader—the go-to source for information on topics related to

your niche. Like brand advocacy, thought leadership is a great way to

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 build consumer trust. In fact, Linked In research in partnership with

Edelman shows that marketers underestimate just how much thought

leadership can impact trust, especially for business-to-business marketers.

About half of these marketers surveyed believed their thought leadership

would build trust in their companies. However, more than 80% of buyers

said thought leadership builds trust. The 2018 Edelman Trust Barometer

also found that 63% of people trust technical experts, compared to only 42

percent of people who trust businesses.

Analysis of Data

In analyzing the data, the researchers separate the similarities and the differences in the

answers of the respondents. The respondents have dissimilar responses and views that make

them diverse with each other but share some similar experiences. First, the respondent

considered personal factors as one of their concerns in shopping online. It includes the

customer's satisfaction and the commerce fraudulent. Some respondents stated that these

concepts bothered them the most since they will succor them to decide whether they shop again

or not. Second, the respondent also mention economical factor affects them why they shop

online. It is convenient to shop online since they do not need to go out and be pressured by a

salesperson. In shopping online, they can have their desire items in an instant and save up time,

money, and effort. The third factor is the cultural feature of online shopping. The electronic

word-of-mouth theme has a large impact on the decision making of a customer. People tend to

use social media as a platform to share their thoughts and feelings. It affects the manner of

influencing the others by their review or information that they share on a particular items. And

lastly, mental factors. The respondents said that social media has a big role in why they shop

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impulsively. They are being gullible by the advertisement they see and tend to shop without

thinking wisely. This behavior may lead them to serious disorders.

Notes in chapter IV

According to Kotler and Armstrong (2014). Impact of Social Media on Consumer Behavior.

Retrieved from

https://www.researchgate.net/publication/326098250_Impact_of_Social_Media_on_Consumer_

Behaviour?fbclid=IwAR0c2R-e8t1t-opT9jKNBeflZLb-csKiQBdr8JzP1kDM7al8UF1lInoBBBw

According to Kumar (2015). Customer Satisfaction. Retrieved from

https://www.researchgate.net/publication/331872625_Consumer_satisfaction_in_online_shoppin

g?fbclid=IwAR0GBELmbZn3NNHh6TPc1FvhttrxeryTdnMjDhN9H_Q7qJgzNqxq-omsnPA

An article entitled "Protecting yourself from online shopping scams" (2020). Protecting

yourself from online shopping scams. Retrieved from https://ae.norton.com/internetsecurity-

online-scams-protecting-yourself-from-online-shopping-scams.html?

fbclid=IwAR3PEouJwR7KADEnym4cB1wUN1QYfzdeypI3ca7gX03riE4vUiluUVQYe1Q

Morah (2019). Shopping Online: Convenience, Bargains, and a Few Scams. Retrieved from

https://www.investopedia.com/articles/pf/08/buy-sell-online.asp

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Sema (2013). A Literature Review of Word of Mouth and Electronic Word of Mouth:

Implications for Consumer Behaviour. Retrieved from

https://www.frontiersin.org/articles/10.3389/fpsyg.2017.01256/full?fbclid=IwAR3-

45p9z_IOWIq3CNe0MboirggQPnE35kFk6BIv7mThlvH5H_ILjfxFDpk

Hartney (2015). An Overview of Shopping Addiction. Retrieved from

https://www.verywellmind.com/shopping-addiction-4157288

According to HootSuite Media Inc. (2018). 23 Benefits of Social Media for Business. Retrieved

from https://blog.hootsuite.com/social-media-for-business/amp/?

fbclid=IwAR1YbsQlb43ARpT9LrSrHebAKhzgIc31TTK9ZNPPy2VQh6GYBGkUpQLgeAE

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 CHAPTER V

SUMMARY FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents a summary of the study, study conclusion, and recommendations
for further research.

1. What are the impacts of social media on consumer behavior of teenagers?

The impacts of social media on consumer behavior of teenagers have three categories, these

are; Need recognition, information search, and purchase decision. Under the category of need

recognition, the consumer is still processing if he/she will be purchasing an item. In information

search, the consumer will be checking the reviews first before purchasing something. Purchase

decision is the last category which is also the final stage that the consumer will make his/her

final decision in purchasing an item. These three have a huge impact on the consumer if they will

purchase something.

2. What are the advantages and disadvantages of social media in the purchasing of

teenagers?

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 The edges and drawbacks encountered by teenagers in purchasing online are categorized as

personal, mental, economical, and cultural. Under the umbrella of personal are customer

satisfaction and commerce fraudulent. Moreover, mental is composed of oniomania. While

economical includes being convenient. Lastly, is the cultural with electronic word-of-mouth

under it.

3. What are the benefits of using social media in business industries?

As the researchers conducted this research, there are three common benefits that social media

can help the business to connect with people. These increase brand awareness, humanize your

brand and establish your brand as a thought leader. According to an article entitled "23 Benefits

of Social Media for Business" from HootSuite Media Inc. (2018), you should take advantage of

using social media to engage with people. Social media is an effective way to reach almost half

of the world’s population. It can help your business connect, engage and grow your business.

Conclusion

PERSCONNECTION THEORY

1. PERSONAL

2. ECONOMICAL

3. CULTURAL
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4.
MENTAL
 1. ONAL

Based on the findings, the researcher came up with this theory called a connection theory.

These are the adversities encountered by a teenager leading them to shop online. Four themes

were made out of the respondent's answer. These are Personal, Economical, Cultural and lastly

the Mental. The theme Personal refers to personal things affecting a particular person and

customer satisfaction is subjected. Personal has two sub-themes which are Customer Satisfaction

and Commerce Fraudulent and these two was divided into advantage and disadvantage. The

theme Economical pertains to the efficient utilization of resources and has sub-themes of being

convenient. Whereas, Cultural themes refer to the ideas, customs, and social behavior of people

living in a particular society and have sub-theme which is Electronic Word-of-Mouth. And

lastly, the Mental which refers to all the minds involving comprehending activities and has sub-

theme of Oniomania.

The researchers have concluded the following:

1. The researchers found out that social media is truly impactful in the decision making of a

consumer since they can see information freely that helps them to decide whether they

will buy a particular item or not.

2. The researchers found out that the common reasons why consumer shops online are

because it is more convenient considering the less hassle and sweat.

3. The researchers found out that commerce fraudulent is the unchanging problem of an

online consumer. This is the common incidents that happen when they shop online.

4. The researchers found out that the impulsive buying of a consumer will lead them to have

a shopping disorder that is influenced by social media.

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Recommendations

The researchers recommend the following on the pursuit of this study:

1. The study was conducted on 15 surveys to Grade-7-12 students. A more precise result

can be generated if a greater number of students were covered given more time and in-

depth interviews. The study focused on the youth or teenagers because, at their age, they

are the ones most susceptible to be swayed into buying things they don't necessarily need.

2. The study revealed that teenagers tend to buy things impulsively just because they saw

them from their peers, or because they are pleasing to the eyes.

3. The study further showed that constant advertisements of products on social media tend

to influence the decision making of teenagers in buying things. An artificial need for

certain things is created in their minds, even if such things are not really "needs" but a

simple "wants". A mindset of wanting to buy almost every new item advertised on social

media seems to take a grip on teenagers.

4. The study exposed the need to undertake a deeper study of the effects of online shopping

on social media, particularly to teenagers. The objective of a deeper study is to learn the

buying preference of teenagers and find ways to teach them how to make purchasing

decisions wisely.

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