THE INFLUENCE OF SOCIAL MEDIA MARKETING AND ONLINE

PURCHASE INTENTION AMONG THE 1ST YEAR MSAT2 STUDENTS

TAKING BACHELOR OF SCIENCE IN ACCOUNTANCY IN UM TAGUM

COLLEGE

A Research Presented to the Faculty of the

Department of Teachers Education

University of Mindanao Tagum College

In Partial Fulfillment of the Requirements for the

GE 2 Purposive Communication with Interactive Learning

Cendy Monic A. Dordas

Edjel S. Dampiganon
Queen Jel D. Fulo
Researchers

November 2023
 Chapter 1

INTRODUCTION

Rationale

Social media is increasingly finding a place for itself in all aspects of

our lives. Customers are accordingly more behaviorally and perceptually

engaged with the major social media platforms such as Facebook, Google+,

Snapchat, YouTube, and Twitter (Alalwan, 2018). This really changes the

nature of our interactions either with our friends or with private and public

organizations.

People all around the world are increasingly connected to and involved

with technology and social media platforms. In the same manner, Enterprises

begin examining this technology as a useful way to increase connections with

their customers (Alalwan, 2018). Social media's increasing popularity led

marketers to consider this promotional tool in addition to traditional marketing

strategies. Social media marketing is the use of any social media platforms

and websites to promote a product or service (Rodrigues R., 2021).

However, everyone has a different behavior and lifestyle in terms of

buying. Consumers often make unplanned purchases spontaneously and

intuitively after being exposed to stimulating cues (Akter & Rimu, 2020).

Globally, 3.78 billion social media users have been noted as of 2021

(Statista, November 2021). At present, companies are investing more in these

platforms to create a positive image among customers. As COVID-19 impacts

the world, most companies are moving toward social media platforms and

providing live updates through vlogs, photos, posts, and tweets of new
products and services (Vázquez-Martínez, 2021) This is because people are

confined to their houses due to lockdown and their movement is restricted.

A report published by (Hootsuite, January 2021) stated that there are

4.20 billion active social media users out of the global 7.83 billion population;

81.5% of users searched online for a product or service to buy, 69.4% used a

shopping app on a mobile phone, and 76.8% purchased a product online. In

Pakistan, the total population is 223 million, of which 46 million are active

social media users and 8% of consumers make online purchases. This trend

signifies the researcher’s interest in SMMA, preferences, electronic word-of-

mouth (eWOM), and purchase decisions (Mujahid, 2021). SMMA are used to

make a rational decision; consumers use different SMMA to search for new

features and offers generated by companies about the product or services.

In the Philippines, social media marketing is very influential. In a study

of (Legaspi JL., July 2016) shows that the more time the consumers are

exposed in shopping environments, the more likely they make more impulsive

product purchases. Shopping is a satisfying activity. Although it doesn't

necessarily include buying something, customers often act impulsively when

they come across something intriguing. Excessive impulse buying can have a

serious financial impact on some people. According to Statista Research

Department (2023) Filipinos spend long hours on social media platforms,

resulting the Philippines leading the overall Asia Pacific area hence, the

accessibility of online shopping is getting more convenient. Online shopping

fosters impulsive purchases and therefore, some Filipino consumers are

characterized as impulsive buyer (Valuewalk, 2018).

 In Panabo City, citizens mostly use social media websites to purchase

products and avail services. A study of (Dagohoy RG., February 2021) on

social media marketing towards consumer buying behavior and purchase

intention stressed that social media marketing can affect the perception of

customers and ultimately influences their purchasing decisions. Consumers

tend to make countless decisions in purchasing, and with the use of social

media, their behavior are being influenced. This indicates that there may be

factors that affects the consumer into purchasing from what they see or

overhear in the social media during their making decision stage (Arellano G.,

2022).

Online purchase intention have been seldom investigated here in the

Philippines (Legaspi et al., 2016). This topic has interested other researchers

as well as retailers. Numerous literatures have focused on online purchase

intention. However, the researchers found out that there are insufficient

studies and only a few local studies have tapped on this study regarding the

social media marketing activities and purchase intention. With this, there is a

sense of urgency, and that the researcher is driven to conduct the study to

find out the relationship between social media marketing activities and

purchase intention. If this knowledge can be obtained, the online company will

be able to develop its business and change the failure for great success. This

study may impact the educational system, especially in dealing with how

students assess the social media marketing activities.

Furthermore, the findings of this study will serve as a basis for crafting

school business-based activities. This will provide salient insights on the part
of administrations of educational institutions in planning and implementing

more business-related programs.

Research Objectives

The primary focus of this research was to determine which domain of

social media marketing activities that best influences the purchase intention

among the first Among the MSAT-2 1st Year of UM Tagum College.

Specifically, this study sought to fulfill the following objectives:

1. To determine the level of social media marketing activities in terms of;

1.1. Quality of content;

1.2. User experience; and

1.3. Frequency of Visit.

2. To determine the level of online purchase intention in terms of;

2.1. PIIT (Personal Innovation in Information Technology)

2.2. Buying Impulse

2.3. Self-Efficacy

2.4. Attitude

2.5. Subject Norms

2.6. PCB (Perceived Control Behavior)

2.7. Compatibility

2.8. Perceived Ease of Use

2.9. Perceived Usefulness

2.10. Online Purchase Intention

2.11. Purchase Behavior

 3. To determine the significant relationship between Influence of social

media marketing activities and online purchase intention among the

first year msat2 students taking BSA of UM Tagum College

4. To determine which domain of the influence of social media marketing

and purchase intention among the first year msat2 students taking

BSA of UM Tagum College.

Hypotheses

The following hypotheses were tested at a 0.05 level of significance:

5. There is no significant relationship between Influence of social media

marketing and online purchase intention among the first year msat2

students taking BSA of UM Tagum College

6. There is no domain of the influence of social media marketing and

purchase intention among the first year msat2 students taking BSA of

UM Tagum College

Review of Related Literature

To advance the ongoing investigation, relevant works of literature were

examined. This section contains related literature and studies that explain

each of the variables and their associations. More specifically, it contains

notions, theories, findings from research and publications, and valuable

insights from different authors relevant to related topics of the study that

provides substantive proof to support clearly the research objectives that is

essential for the manifestation of understanding in the study. There are two

variables used in this study that represent the independent variable and the

dependent variable. Respectively, these two variables are the social media

marketing with an indicator Quality of content; user experience; and frequency

of Visit. .Also, online purchase intention with an indicator; PIIT (Personal

Innovation in Information Technology), buying impulse, self-efficacy, attitude,

subject norms, PCB (perceived control behavior), compatibility, perceived

ease of use, perceived usefulness, online purchase intention, purchase

behavior.

Social Media Marketing

Social media is defined as "a group of internet-based applications that

build on ideological and technological foundations of web 2.0, and allow the

creation and exchange of user generated content" (Kaplan, 2010).

Social media is a platform that allows users to share and create

information. Various contexts, including public relations (Andzulis, 2012; He et

al., 2013), engagement (Kumar, 2013; Mangold, 2012), networking (Hsu,

2012) promotion and sales (Curran, 2011; Phan, 2011), and branding

(Gensler, 2013), have all been studied in relation to this phenomenon. There

are four different kinds of social media: weblogs, social networks micro-blogs,

photo and video sharing websites, and social networks generally. Additionally,

the use of social media brings with it the benefit of not being constrained by

time, location, medium, or financial constraints (Kim, 2012).

A recent systematic review investigated that social media is internet-

based channels that enable users to interact with large or specific

communities who derive value from user-generated content and a sense of

connection with others, whether in real time or asynchronously (Carr & Hayes,

2015). The importance of using social media is gained from interactions or

connections with other users and content created by an organization,

enterprise, or a person. A social media marketing strategy refers to an

organization’s integrated activities that turn social media communication

(networks) and interactions (influences) into useful strategic means to achieve

desired marketing results (Li, Larimo, & Leonidou, 2020) The scope of social

media marketing is the use of social media as a way of interacting with one or

a few stakeholders as a necessary tool for communication.

Social media marketing activities already without a doubt because

it has changed the face of marketing and unlocked various benefits

such as customer engagement, website traffic, brand awareness and

brand preference. Social media marketing activities. This also increases

awareness among consumers and creates a brand image where consumers

will browse this social media to find information about a particular brand

(Sehar, 2019). Conscious consumers have a higher purchase intention

(Raharjo, 2018).

In addition, Gulzar Asma (2018) claim that social media marketing has

an impact on consumers' purchasing intentions. This is due to the fact that

social media marketing affects consumer perception, which will also affect

consumer behavior. Companies, small businesses, and multinationals are

starting to communicate their staff and clients using social media (SHRM,

2019). Today with the emergence of technology, the whole shopping

experience has completely altered the marketing and customer purchasing

behavior scenario (Dagohoy, 2021).

Quality of Content. The quality of the information is crucial in the field

of marketing since it fosters trust. Customers will be more engaged with better

content they find on social media, thus if the quality of the content that the
relevant companies post on social media sites is strong, it will increase

consumer engagement (Rahman, 2019). According to Wu (2019) defined

social media strategy in terms of six social media use factors: promoting and

advertising goods and services, building brand awareness, conducting market

research, interacting with customers, getting feedback on current goods and

services, and providing product information . In a study of Gümü 2017, on the

effects of social media content marketing activities of firms on consumers’

brand following behavior, the brands’ social media presence is built on original

content that has a direct impact on the target audience. Knowing the types of

material that social media users enjoy and that cause them to stop following

brands is crucial in this regard. Instead, it is advised that brands disclose

information about topics like product usage, manufacturing techniques, etc. In

these circumstances, making brand-related content makes it easier for

followers to share such content (GÜMÜŞ, 2017)

In addition, Shahid (2019) asserts that consumer involvement and

content quality have a good correlation with social media marketing

performance. Good social media marketing will considerably help establish

and promote brand recognition, leading to improved sales performance (Al-

Mohammadi, 2020).

User’s experience. On a digital platform, user experience refers to

how a person feels when using a website or social media platform, particularly

in terms of how simple or enjoyable it is to use. People will simply avoid a

website or social media users view social media advertisements helpful and

tailored, which in turn has a significant impact on user experiences (Al Qudah,

2020).
 Frequency of Visit. It is generally defining how regularly people visit a

site. Customers are more inclined to spend time on a company's social media

websites and return regularly when they receive frequent visits from

customers, which helps the company grow its client base. Customers are

more inclined to interact with a website the more frequently they visit it.

(Rahman, 2019)

According to Karatsoli (2020) users' perceptions of social relationships

have altered significantly as a result of the growing amount of time they spend

on social media and their interactions with online friends and followers. In

addition to deepening social bonds, social networking has a significant impact

on users' choices. The user is influenced by social media content, such as

images, videos, or text, by feeling compelled to partake in a common activity.

In order to gather accurate data as a foundation for wise decision-making, the

user also gathers information about the activity, such as the activity type,

destination, instructions for getting there, public transportation schedule,

reviews, and ratings, searches for information about activities carried out by

others, and visits the appropriate social media accounts.

Online Purchase Intention

The success of e-commerce is the emergence of purchase

intention in consumers (Suroso, 2020). Purchase intention is a consumer's

decision to buy a product (Briliana, 2019). Purchase intention that is in the

mind of the product user in making a purchase that is influenced by

attitudes or other types of variables (Kusuma, 2018). The creation of

purchase intentions or consumer purchase in tensions is the goal of online

business actors so that e-commerce platforms really need to identify

factors that can attract consumers so that they can influence purchase

intentions and increase transactions (Suroso A, 2020).

Purchase Intention. Purchase intent, also known as buyer intent, refers

to how likely clients are to use your business in the upcoming six to twelve

months to make a purchase of a good or service (Garcia, 2020) "The totality

of a person's cognitive, affective, and behavioral tendencies toward using a

product, service, concept, or engaging in a certain action is captured by this

intent type, which targets customers during the information-gathering phase.

They are either looking for a specific solution or educating themselves.

Customers who have this kind of intent are still conducting a study. Customers

who have this kind of intent are still conducting a study. They are investigating

their options through comparison shopping, options research, reading product

and brand reviews, and social listening, even though they are not quite ready

to purchase. Additionally, when considering buyer intention, the majority of

individuals tend to think about purchasing intent. When someone has a "high

intent to buy" and a significant propensity to make purchases, they are said to

have a transactional intent (PSYCHOLOGY, 2021).

Personal Innovation in IT. (PIIT). Personal innovativeness refers to

the extent to which a person's predisposition or attitude reflects his or her

tendency to experiment with Health technologies independently of the

communicated experience of the person (C., 2017). The degree to which the

individual is receptive to new ideas and makes innovation decisions

independently of the communicated experience of others. In the information

technology context, customers with high personal innovativeness are more

likely to have a positive perception of technological innovations and can

overcome uncertainties related to using new technology. Personal

innovativeness is a personality trait that drives an individual's initial intention

to try innovations, which precedes customer experience with any specific

technology, making innovative customers an attractive group for businesses

to initiate technology adoption and stimulate innovation (Citci K., 2021)

Buying Impulse. Consumers spend $5,400 per year on average on

impulse purchases of food, clothing, household items, and shoes (O'Brien,

2018). Thus, there is a considerable need to investigate consumer impulse

buying, defined as episodes in which "a consumer experiences a sudden,

often powerful and persistent urge to buy something immediately. "Products

purchased impulsively often get assigned to a distinct category in marketing

texts, yet decades of research reveal that impulsive purchases are not

restricted to any specific product category (Iyer G., 2019). The individuals, not

the products, experience the impulse to consume." It is impossible to

categorize impulsive purchasing for a single product category. Products like

chocolates, clothing, mobile phones, and expensive stuff like jewelry and cars

can all be purchased impulsively. Making an impulsive purchase entails doing

so without thinking. It is founded on an illogical way of thinking. To increase

sales, marketers attempt to capitalize on this customer behavior. There is a

high possibility that clients who visit the hypermarket without intention of

buying anything end up doing so. By offering things that can be an accessory

for their phones, such as fitness bands, watches, etc., many mobile phone

manufacturers tend to use this tendency in their clients (Nikkie, 2023).

Self-Efficacy. Self-efficacy is the belief that one can succeed at a

given task or challenge. It is important in almost every aspect of life as it

reflects confidence in one's abilities and trust in one's capability to perform a

certain task (Cherry, 2023). The social sciences have long examined self-

efficacy, starting with the social cognitive theory. Self-efficacy is a useful term

for comprehending human behavior because research suggests it affects a

person's decision, intensity, and willpower. To put it another way, folks with

higher levels of self-efficacy tend to be more assured and committed in their

endeavors. An individual's capacity to take chances, handle losses, and

persevere even when things do not go according to plan depends on their

level of self-efficacy. In light of this, the term "extent to which individuals

believe that they are capable of performing the tasks associated with new-

venture management" describes entrepreneurial self-efficacy. On the

dimensions of self-efficacy, researchers in entrepreneurship have divergent

opinions. The current study examines entrepreneurial self-efficacy's function

in forming entrepreneurial intents. While some scholars think the construct is

unidimensional, others think it contains several sub-components.

Entrepreneurial self-efficacy is regarded as a one-dimensional variable for the

analysis's needs (Ackerman, 2023).

Consumer Attitude. It is said that attitude is a concept that a lot of

attitude research has explored. Attitude is considered a factor that determines

someone's behavior. People can determine their attitude to any object or any

issue. Attitude can be based on various information (Jhangiani, 2020).

Marketing activities relate to important tasks that influence consumer

attitudes. Attitude understanding is mostly a theory that says that attitude is

someone's disposition to react with a good or bad degree to some object,

attitude, people, institution, or event.

 Furthermore, attitude pushes a predisposition to act in a good or bad

manner toward something. The object can be attitude, people, product

category, service, organization, ideas, issues, internet, etc. One important

point from the definition is the evaluative dimension, so attitude can be

defined as evaluation. Second, consumer attitude to some object is the result

of repeat learning. Attitude relates to online shopping made from interactivity

with the internet as communication media (Niosi, 2021).

Personal Norm. Social influences result from subject norms, which

relate to consumers' perceptions of the beliefs of other consumers and

consider subjective norms only marginally significant on e-shopping

intentions, confirming a significant link between talking about e-shopping with

friends and intention to e-shop (Garcia, 2020). The TRA uses the notion and

construct of subjective norm, which considers environmental factors that may

impact a person's decision to embrace a particular technology (Yuhuan,

2021). These subjective norms or outside variables influence owners' opinions

of adopting social media. For instance, "external factors such as market

structures and demands, dynamic competitive strategies, and rapidly

emerging opportunities and threats online are viewed as important influences

on owner/manager attitudes towards [information and communication

technology] adoption" (Dwivedi, 2021). Social media platforms "have become

an important tool for capturing external knowledge and competitive

information" when businesses are trying to learn more about their rivals,

according to (González, 2017).

It defined that subjective norms are the perceived pressure imposed by

others, such as a neighbor, friends, peers, etc., who perform the behavior of
interest, and such actions have either direct or indirect influence on the

respondent's behavior. Subjective norms refer to the "person's perception that

most people who are important to him think that he should or should not

perform the behavior in question" (Khalil, 2022). Friends, family members, and

colleagues as subjective norms positively influence individuals buying online.

It has also been proven that subjective norms are significant towards the

intention of using e-commerce but in minor influence compared to other

variables (Nawawi, 2017). Social interaction predicts that it has significant

satisfaction with online shopping. This shows that social shoppers are more

satisfied with those who offer an integrated social experience that comprises

shopping and non-shopping activities (Tan, 2021).

Perceived Behavioral Control. Perceived behavioral control is

generated from an individual's belief that they have sufficient resources,

capability, and opportunities to perform a given behavior. Perceived

behavioral control refers to an individual's judgment of the ease or difficulty of

participating in a particular behavior. Perceived behavioral control is an

individual's assessment of the factors that might facilitate or impede a certain

behavior. Based on the TPB, perceived behavioral control can directly

influence behavioral intention. Namely, individuals with high perceived

behavioral control may have more intentions to participate in a certain

behavior than those with low perceived behavioral control.

Most importantly, individuals who intend to perform a certain behavior

and concurrently have perceived behavioral control are likely to participate in

a certain behavior. For instance, individuals with the same intention to engage

in behavior might have different levels of engagement due to different levels of

perceived behavioral control. Similarly, an individual's intention might not

result in behavior due to a lack of perceived behavioral control. In sum, it can

be concluded that perceived behavioral control, subjective norms and

attitudes toward the behavior, can directly influence intentions (Cancer.,

2022).

Compatibility. Compatibility has been used in extended versions of

the TAM; it aids in defining how a tool might productively assist the user in

completing a task (Basel s. , 2021). This concept aims to explain how the

technology fits the context of use and the user's intended task. The ability of

social media to meet the "experiences, needs, and values" of the user, in this

example, SME, and its organizational fit, will be more precisely defined in

terms of this study. With the right considerations for a strategic marketing fit,

SMEs can improve their usage of digital marketing. The attitude toward using

social media is influenced by perceived long-term compatibility (Dwivedi,

2021).

Perceived ease of use (PEU). It refers to the effortless work of the

consumer in performing a task with utmost perfection. In the context of online

shopping, the term perceived ease of use refers to an effective method of

purchasing a product that involves a technology update, comparison of price,

quantity, quality, and other factors. If all the criteria are met, then the customer

makes an effective decision in purchasing the product or services. The

effective method of purchasing goods with updated technology is referred to

as perceived ease of use in online shopping (Durgabhavani, 2019).

PEU is based on the perception that a new system used will free its

users from difficulties (Aditya, 2018). Al Khattab, in 2016 stated that perceived
ease of use had a significant effect on the intention to use a system. Conclude

that perceived ease of use is important to determine the perceived usefulness

and intention of consumers to use a single platform electronic payment

system. Found that perceived ease of use had a positive and significant effect

on buying interest. When you first use or do online shopping, users will find it

difficult, but the perceived ease of use is also related to whether the

application is used correctly or not. PEU is based on the perception that a

new system used will free its users from difficulties (Aditya, 2018). Stated that

perceived ease of use had a significant effect on the intention to use a

system. Conclude that perceived ease of use is important to determine the

perceived usefulness and intention of consumers to use a single platform

electronic payment system (Nurrahmanto, 2017).

Found that perceived ease of use had a positive and significant effect

on buying interest. When you first use or do online shopping, users will find it

difficult, but the perceived ease of use is also related to whether the

application is used correctly or not. According to Atika, in 2020, research

shows that perceived ease of use affects online purchase interest. The higher

the perceived ease of use felt by consumers, the higher the online purchase

interest (Puspitasari, 2017). According to Wardani, in 2020, any increase in

convenience will result in an increase in online purchase interest. Therefore,

by increasing the PEU of technology, behavioral intentions in using

technology will also increase. Therefore, the convenience of transacting must

be the concern of the platform to provide convenience for consumers so that

buying interest increases.

 Perceived usefulness (PU). Perceived usefulness is a factor that is

designed to be useful or more practical, which impacts online shopping. With

the usage of technology, performance, and usage are affected (Zhou., 2017)

Perceived usefulness is defined as the individual's perception that using

the new technology will enhance or improve his or her performance. Applying

this definition to the context of online shopping, usefulness refers to the

degree to which consumers believe using the Internet as a medium will

improve their performance or productivity, thus enhancing the outcome of their

shopping experience. Perceived usefulness is related to the outcome of the

shopping experience. Detailed information, accessibility, and speed, as well

as the availability of inexpensive and convenient purchases, have often been

mentioned as the main benefits of online shopping. For experienced Internet

users who are busy during normal shopping hours, the accessibility and

speed of shopping may be truly useful features (Vasiliu., 2017).

The PU is considered important in predicting individual attitudes

towards technology acceptance and states that PU has a positive influence on

online purchase interest through attitude. (Nguyen., 2019). The main focus of

consumers is how to see the usefulness and trust of online marketers

because this can develop positive attitudes toward online shopping activities

(SULEMAN, 2019). The results of the Indarsin & Ali study in 2017 found that

there is a positive and significant effect of PU on consumer spending

decisions through attitude. Thus, it can be concluded that consumers with

positive PU will affect a positive attitude which will then have an impact on

online purchase interest.

 Perceived usefulness (PU). Perceived usefulness is a factor that is

designed to be useful or more practical, which impacts online shopping. With

the usage of technology, performance, and usage are affected (Zhou., 2017).

Perceived usefulness is defined as the individual's perception that using

the new technology will enhance or improve his or her performance. Applying

this definition to the context of online shopping, usefulness refers to the

degree to which consumers believe using the Internet as a medium will

improve their performance or productivity, thus enhancing the outcome of their

shopping experience. Perceived usefulness is related to the outcome of the

shopping experience. Detailed information, accessibility, and speed, as well

as the availability of inexpensive and convenient purchases, have often been

mentioned as the main benefits of online shopping. For experienced Internet

users who are busy during normal shopping hours, the accessibility and

speed of shopping may be truly useful features (Vasiliu, 2017).

The PU is considered important in predicting individual attitudes

towards technology acceptance and states that PU has a positive influence on

online purchase interest through attitude. (Nguyen, 2019) The main focus of

consumers is how to see the usefulness and trust of online marketers

because this can develop positive attitudes toward online shopping activities

(SULEMAN, 2019). The results of the Indarsin & Ali study in 2017 found that

there is a positive and significant effect of PU on consumer spending

decisions through attitude. Thus, it can be concluded that consumers with

positive PU will affect a positive attitude which will then have an impact on

online purchase interest.

 Online Purchase Behavior. It translates into the consumer's

subjective belief that he/she will gain something from the Internet purchase

(Garcia, 2020). The convenience of shopping in the privacy of home or

anywhere and anytime, the possibility to save time and money, accessing a

wider selection of products, searching before buying, and being able to

compare are thus some of the perceived benefits that can influence the online

purchase intention, behavior, and loyalty (Hubert et. al., 2017). Online

purchasing has utilitarian benefits and hedonic value, referring to the

enjoyable shopping experience provided by the channel, which can be a

strong motivator (Molinillo et. al., 2017). If a higher perception of risk can lead

to lower trust in the internet, the contrary seems to be right regarding

perceived benefits. Literature has explored the positive effect of usefulness

and perceived benefits as antecedents of trust in the medium (Bilgihan, 2017).

From this work's standpoint, however, the reliance on both the process and

the vendor are important for acknowledging the benefits of online purchase

(Mou et al., 2017). Research confirms the positive influence of trust in the

perceived value, arguing that if customers trust an online vendor, they will

reduce the non-monetary costs and, consequently, they will perceive higher

value (Fernández, et. al.,2017).

Studies that have been exploring online purchase intention rely on the

assumption that intention predicts behavior (Zhou et al., 2017). reliance on

intentions to forecast behavior is not without criticism since a gap between the

two may exist (Sheeran et. al.,2017), including systematic biases in reports of

stated intentions and shifts in true intentions over time, due to unexpected

factors (Sun et. al.,2017). Consequently, online purchase intention and actual
behavior should be studied simultaneously, and the influences on the

relationship between intention and actual behavior overs ground for

exploration. In order to combat the outbreak, some nations have taken special

measures, such as regional blockades. Traditional company structures must

be changed in response to these actions since they are shocking to them.

However, there are various viewpoints on how buy behavior affects corporate

marketing models, including traditional brick-and-mortar store purchase

models, green marketing models, B2B transaction models, and online

marketing models (Sundström et al., 2019).

Theoretical Framework

This study is underpinned on the preposition of Rahman, (2019) who

asserts that social media is rapidly integrating into daily life. Social media

marketing is not simply measured on the number of followers a firm has, but

also on how those followers interact with a company or how a firm

disseminate its contents. Moreover, the concept of social media marketing

includes quality of content, frequency of visit and user’s experience. Likewise,

if the online retailers provide a good impression in marketing their products or

services, then it brings more customer engagement that results in making

purchasing decisions.

Furthermore, this study is also underpinned by the preposition of Peña-

Garcia in her study on Purchase intention and purchase behavior online: A

cross-cultural Approach published in June 2020. Measurement scales

previously validated in the literature were used in this study. The measures for

attitudes toward online shopping were adapted from (Jarvenpaa et al., 1999).
The study of Wu et. al., in 2005, was adapted to measure subjective norms

and PBC. The scales to measure EOU and perceived usefulness were

obtained from the study by (Pavlou, 2006). The scale to measure compatibility

was adapted from (Andrews, 2013) the study by (Agarwal et. al., 1998) was

used to measure PIIT. The proposed scale to measure self-efficacy in online

stores is based on the studies by (Fygenson et. al.,2006). The scale of Wells

et. al. in 2011 was adapted to measure the buying impulse; online purchase

intention was measured based on the studies by (Pavlou, 2003). Finally, the

scale to measure online purchase behavior was obtained from the study by

(George, 2004) variable in predicting behavior.

Conceptual Framework

Shown in Figure 1 is the conceptual model showing the independent

variable consists of quality of content; user experience; and frequency of visit.

Quality of content refers to the quality of the information is crucial in the field

of marketing since it fosters trust. User experience, on a digital platform, user

experience refers to how a person feels when using a website or social media

platform, particularly in terms of how simple or enjoyable it is to use and

frequency of visit.

The dependent variable is purchase intention, consist of Personal

Innovation in IT (PIIT), Buying Impulse, Self- Efficacy, Attitude, Subject Norms,

Perceive Control Behavior, Compatibility, Perceive Usefulness, Online

Purchase Intention, Purchase Behavior. Personal Innovation in IT (PIIT) in this

study refers to the willingness of an individual to try out any new information

technology. Buying Impulse in this study refers to the shoppers experience an

urge to buy, and is often spontaneous without any hesitation. Self- Efficacy in

this study refers to individuals' belief that they have the capability to perform a

particular behavior. Attitude in this study refers to the composite of a person's

beliefs, feelings, and behavioral intentions toward the product. Subject Norms

in this study are the belief that an important person or group will approve and

support a particular action.

Perceive Control Behavior (PCB) in this study refers to individual's

perceived ease or difficulty of making intention to purchase. Compatibility in

this study refers to the overall metric that measures the value consumers

place on your brand. Ease of Use in this study refers to the individual's

perception that using the new technology will be effort-free. Perceive

Usefulness in this study refers to the users thinking that the information of

goods is useful, then they are likely to use the information and buy the goods

that the information refers to. Online Purchase Intention in this study refers to

the degree to which a consumer is willing to buy a product through an online

store. Purchase Behavior in this study refers to how the sum total of cognitive,

affective, and behavioral towards the adoption, purchase, and use of the

product, services, ideas, or certain behaviors.

Independent Variable Dependent Variable

Social Media Marketing Online Purchase Intention

 PIIT (Personal Innovation in

 Quality of content
Information Technology)
 User’s experience
 Buying Impulse
 Frequency of visit
 Self-Efficacy

 Attitude

 Subject Norms
W
 PCB (Perceived Control

Behavior)

 Compatibility

 Perceived Ease of Use

 Perceived Usefulness

 Online Purchase Intention

 Purchase Behavior
 Figure 1. Conceptual Paradigm Showing the Variables of the Study

Significance of the Study

The present study was significant to the UM Tagum College

teachers, school administration, students, and future researchers.

Teachers. The results of this study might offer them advice on how to

deal with the issues they encountered with the social media marketing and

online purchase intention among the first year msat2 students taking BSA of

UM Tagum College

School administrators. They might learn from this study how to assist

their teachers in addressing the issue. If they decide it is essential, they may

use the study's research to create intervention programs to close the gaps in

their students' learning.

Students. They were the end-beneficiary of this research. The

improvement that the schools will implement based on the findings of the

study will greatly affect them.

 Future researchers. When they carry out their attaining to the subject

of the present study, they may use this study as a source of both conceptual

and research literature. They can broaden the investigation's scope to draw a

more conclusive generalization.

Definition of Terms

The following terms are defined operationally:

Social Media Marketing. In this study, this refers to the strategies

businesses can employ in digital marketing to connect with customers as they

live now in a technological world. It includes the quality of content, frequency

of visit, and user’s experience.

Online Purchase Intention. In this study, purchase intention refers to

the measure of each shopper's propensity to buy a product or service. Online

purchase intention is divided into 11 indicators, namely: personal innovation in

information technology (PIIT), buying impulse, self-efficacy, attitude,

subjective norms, perceived control behaviors, compatibility, ease of use,

perceived usefulness, online purchase intention, purchase behavior.

 Chapter 2

METHODS

This chapter depicts the various methods of the study, including

research design, research locale, research respondents, research

instruments, data collection procedures, and statistical treatment.

Research Design

This study employed a descriptive, quantitative, and non-experimental

research design using a correlation technique to determine the relationship

between Social media marketing and Quantitative design starts with a theory,

creates an online purchase intention hypothesis based on the theory, and

then tests the theory (Creswell, 2009). The data that will be used will be

collected through survey questionnaires from a specific sample of

respondents (Daniel, 2016)

This study is not experimental, as the researcher relied on

interpretation, observation, or interaction to arrive at the result rather than

control it to manipulate or modify predictor variables or participants (Creswell,

2009). Therefore, this study does not include any treatment or data

modification.

A correlational research design will look into relationships between

variables without allowing the researcher to control or manipulate any of them.

A correlation will be a measurement of the strength and/or direction of a

relationship between two (or more) variables. A correlation's direction can be

either positive or negative (Bhandari, 2021).

Research Locale

This study will be conducted in one of the Universities in Tagum, Davao

del Norte. Tagum was chosen as the locale of this study since the researchers

are college students in one of the schools in barangay Magugpo South,

Tagum City, Davao del Norte, and observed the problem firsthand, where the

students engage with social media buying often.

Research Respondents

The respondents of the study were 130 first year MSAT2 students

taking Bachelor of Science in Accountancy in one of the schools in Tagum,

Davao del Norte. Raosoft sample size online calculator was used to

determine the sample size of 98 from 130 population of first year MSAT2

students taking Bachelor of Science in Accountancy. The selection of the

respondents was due to the fact that the researchers are first year MSAT2
students taking Bachelor of Science in Accountancy of the target institution.

Specifically, only for those who are first year MSAT2 students taking Bachelor

of Science in Accountancy students were considered. In case one or more

students withdraw in the middle of the conduct of the survey, getting an

alternative student within the same strand shall be taken as a replacement for

voluntariness.

A stratified random sampling technique was used in choosing the

respondents of the study since the population is too big to handle. The design

is called stratified random sampling if the design within each stratum is simple

random sampling (Hayes & Westfall, 2022). The selection was based on the

strata of the population, which was represented by its percentage size to

achieve a substantial sample for data gathering. Moreover, proportional

allocation is good to be used in considering a stratified random sampling

technique.

In this study, the 98 respondents came from the students who is first

year MSAT2 and taking Bachelor of Science in Accountancy of the target

school in Tagum, Davao del Norte. Each section was considered as a stratum

wherein simple random sampling was utilized. In this study, all first year

MSAT2 students taking Bachelor of Science in Accountancy had the

opportunity to be selected. Moreover, the selection of respondents followed

the inclusion criteria: (a) a bona fide first year Msat2 students; (b) taking

Bachelor of Science in Accountancy enrolled for the school year 2023-2024;

and (c)an student in the chosen institution in Tagum Davao del Norte where

the researcher selected. For the exclusion criteria, other students in different

courses were excluded. Hence, Grade 7 up to Grade 12 students and tertiary

students taking any course not related in BSA were not given a chance to be

selected as respondents of this study since this study only focused on first

year MSAT2 students taking Bachelor of Science in Accountancy.

However, students that declined or were unavailable to answer the

questionnaire were not forced, and they were not excluded from the study.

The researcher established respect for unavailable respondents.

Respondents who felt awkward and uncomfortable in answering the survey

questionnaire were free to withdraw from their participation. There was no

coerced nor forced to be part of the study. Their decision to withdraw was

respected. Furthermore, the respondents' welfare was given utmost

importance in the conduct of the study.

Research Instruments

There were two instruments that were used in this study, namely: The

Social media marketing and online purchase intention.

Social Media Marketing. The researcher made use of the descriptive

correlation survey method with the use of the survey questionnaires adapted

from Rahman (2019) to determine the social media marketing. The

questionnaire focusses on the characteristic of social media marketing. The

said instrument shows a high degree of several forms of validity: content

validity, construct validity, and discriminant validity. Cronbach's alpha test was

used to assess the test run, and it came back at 0.815, indicating that the

survey was ready for full-scale administration.

 The parameter limit used for the independent variable which is the

social media marketing are as follow:

Range of Means Descriptive Interpretation

Level
5 (4.20-5.00) Very High This means that the items relating to
social media marketing are manifested
at all times.

4 (3.40-4.19) High This means that the items relating

social media marketing to are
oftentimes manifested.

3 (2.60-3.39) Moderate This means that the items relating to

social media marketing are sometimes
manifested occasionally.
2 (1.80-2.59) Low This means that the items relating to
social media marketing are seldom
manifested.

1 (1.00-1.79) Very Low This means that the items relating to

social media marketing are not
manifested at all.

Online Purchase Intention. The questionnaire was adopted from the

Peña- Garcia on her study on Purchase intention and purchase behavior online:

A cross-cultural approach published June 2020.This will be used to measure

the level of online purchase intention of first year MSAT2 students taking

Bachelor of Science in Accountancy in one of the schools in Tagum, Davao del

Norte. This questionnaire has a Cronbach’s Alpha of 0.909 indicating that items

have excellent reliability index.

 Range of Means Descriptive Level Interpretation

5 (4.20-5.00) Very High This means that the items relating

to online marketing strategy are

manifested at all times.

4 (3.40-4.19) High This means that the items relating

to online marketing strategy are

oftentimes manifested.

3 (2.60-3.39) Moderate This means that the items relating

to online marketing strategy are

manifested occasionally.

2 (1.80-2.59) Low This means that the items relating

to online marketing strategy are

seldom manifested.

1 (1.00-1.79) Very Low This means that the items relating

to online marketing strategy are

not manifested at all.

Data Collection

In gathering the data, the researchers followed a strict procedure and

protocol. First, the researcher asked permission from the school dean of one

of the institutions in Tagum, Davao del Norte, where the study will be

conducted. After the approval, a request letter was submitted to the advisers

of the respondents.

After this, a schedule was made for the distribution of the survey

questionnaires. For convenience and clarity, the explanation about the study
and instruction was included in the survey. In the survey, the researcher

included a piece of text information about the rationale of the study and their

rights as respondents.

The respondents were given enough time to answer the survey

questionnaire. After retrieving all the questionnaires, the data were tallied,

tabulated, analyzed, and interpreted for the purpose of the study.

Also, the data was analyzed and interpreted confidentially and

accordingly. First, the data were analyzed in terms of extracting the mean to

analyze and interpret the typical index of the levels of social media marketing

and level of online purchase intention. Then, Pearson r was employed to

determine the significant relationship between the variables. Next, multiple

linear regression was used to determine the significant influence of the social

media marketing and online purchase intention and to the domain in the

social media marketing that best influences the online purchase intention of

the first year msat2 students taking Bachelor of Science in Accountancy.

Statistical Treatment

For a more comprehensive interpretation and analysis of the data, the

following statistical tools were utilized.

Mean was used to measure the levels of social media marketing on

online purchase intention of the students. It is the sum of all numbers divided

by the number of values in the list.

Pearson Product Moment Correlation was utilized to determine the

significant relationship between social media marketing on online purchase

intention.
 Multiple Linear Regression was used to determine the significant

influence of social media marketing on online purchase intention and the

domain in the study of the social media marketing that best influences the

online purchase intention of the First year Msat2 Students taking Bachelor of

Science in Accountancy.

Ethical Consideration

Ethics was taken into consideration by the researchers. They are

equipped with the behavior that every researcher should possess. The ethical

consideration involved Autonomy, Informed Consent, Privacy & Confidentiality,

Justice, and Transparency. These will be applied as the researchers gather

the data.

Autonomy. The respondents were informed about the risks and

advantages of the study. Participation is entirely at the discretion of the

respondents, and they are not compelled to participate

Informed Consent. Respondents were presented with informed

consent with the appropriate information before the conduct of the study.

Privacy & Confidentiality. The researchers assured the privacy and

confidentiality of all the data collected from the respondents.

Justice. The researchers guarantee that the methods used to choose

the research respondents were fair and that the respondents are protected

from any risk that would arise. Respondents are free to exercise their right to

decline or withdraw from the research at any time.

 Transparency. All interests that might have a direct or indirect effect

or bias on the study were acknowledged by the researchers. In performing the

research, they established suitable, sufficient, and transparent methods.