THE FISHER VALLEY COLLEGE, INC.

“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 1

THE IMPACT OF SOCIAL MEDIA ADVERTISING ON PURCHASE

INTENTION AMONG YOUNG PROFESSIONALS

A Thesis
Presented to the Faculty of the
College of Business Administration and Accountancy
THE FISHER VALLEY COLLEGE

In Partial Fulfillment of the Requirements of the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
MAJOR IN MARKETING MANAGEMENT

By

ANGELICA MAGAYON
DIANA JOY RICO
ERICA MIRANDA
KHRISTIAN S. PONFERRADA

DECEMBER 2024
 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 2

APPROVAL SHEET

This undergraduate thesis entitled “The Impact of Social Media Advertising on

Purchase Intention Among Young Professionals” prepared by Khristian S.
Ponferrada, Angelica Magayon, Diana Joy Rico and Erica Miranda, in partial
fulfillment of the requirements for the degree in BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION major in MARKETING MANAGEMENT is
hereby recommended for examination.

ATTY. MARLON B. RAQUEL, LPT

Thesis Adviser

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Approved by the Committee on Oral Examination with a grade of __________

on December 15, 2024.

ANITA B. CATOLICO, CPA, MBA

Chair

GERALD MARCIAL C. SUAREZ, JD, LPT CIRILO A. MALLARI, CPA, MDM

Member Member

RESTITUTO C. ADOREMUS, CPA, MBA

Member

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Accepted in partial fulfillment of the requirements for the degree in BACHELOR

OF SCIENCE IN BUSINESS ADMINISTRATION major in MARKETING
MANAGEMENT.

ATTY. MARLON B. RAQUEL, JD, LPT

CBAA Chairperson
 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 3

DEDICATION

This study is dedicated to our parents, whose unwavering spiritual,

financial, and moral support has been a constant source of strength throughout

this journey. Their encouragement has been instrumental in helping us persevere

and complete this research, even in the face of the challenges posed by the

pandemic.

We also dedicate this work with heartfelt gratitude to our brothers,

sisters, close friends, classmates, and gf/bf, who consistently motivated us

and reminded us to stay focused on our goals. Their belief in us lifted our spirits,

especially during moments when we considered giving up.

Special thanks to our Department Head and thesis adviser, Atty. Dr.

Marlon B. Raquel, LPT, for introducing us to the world of research and providing

invaluable insights along the way.

Finally, we offer this thesis to our Almighty God, the eternal source of

wisdom, guidance, strength, love, and health.

 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 4

ACKNOWLEDGEMENT

First and foremost, we express our heartfelt gratitude to God for granting
us good health and wisdom, enabling us to successfully complete this marketing
research. He has provided us with guidance and the necessary tools to lead us
toward achieving our goal.

We are truly grateful to our families for their unwavering love and support.
They have played a significant role in the success of this thesis.
We would like to extend our sincere thanks to our Department Head, Atty. Dr.
Marlon B. Raquel, LPT, for his patience, encouragement, and for sharing his
extensive knowledge with us. We are forever thankful for having such a
dedicated and supportive professor.

Our deepest appreciation also goes to our thesis adviser, Atty. Dr. Marlon
B. Raquel, LPT, for offering fatherly guidance, valuable insights, and unwavering
encouragement. His support filled us with confidence and enthusiasm throughout
the research process.

We are immensely thankful to all the respondents who participated in this

study. Their time and cooperation were essential for the completion of this
research.

Lastly, we would like to express our thanks to our friends and classmates

for their constant encouragement and support. The memories and experiences

we've shared with them are priceless and will be cherished forever
 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 5

ABSTRACT

This study examines the critical factors that shape consumer perceptions

of social media advertisements and their subsequent influence on purchase

intentions. As social media platforms continue to dominate digital

communication, traditional advertising methods face mounting challenges in

effectively engaging consumers in a fast-paced, content-saturated environment.

Employing a survey-based approach and exploratory factor analysis, this

research identifies and evaluates key attributes such as creativity, emotional

appeal, attention-grabbing elements, relevance, and perceived authenticity in

shaping consumer evaluations of social media ads. The findings underscore the

pivotal role of emotional appeal in enhancing purchase intentions, highlighting its

ability to forge a stronger connection between brands and consumers.

Furthermore, the study reveals that creativity and relevance significantly boost

consumer engagement, while authenticity fosters trust and long-term loyalty.

These insights offer actionable strategies for marketers to optimize their social

media advertising campaigns by designing ads that resonate on a deeper

emotional level, captivate attention, and build brand credibility.

The study also sheds light on the evolving nature of consumer behavior in the

digital age, emphasizing the importance of aligning advertising strategies with

platform-specific characteristics and cultural nuances to maximize impact. By

 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

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leveraging the identified factors, brands can enhance their ability to engage

diverse audiences, drive purchasing behavior, and maintain competitive

advantage in an increasingly dynamic marketplace. Future research is

encouraged to explore the interplay of these factors across different social media

platforms and cultural contexts, as well as their implications for emerging

advertising formats such as influencer collaborations and interactive content.

This comprehensive exploration contributes to the growing body of knowledge

on digital consumer decision-making and provides a robust framework for

optimizing social media advertising effectiveness.

Keywords: Social Media Advertising, Consumer Perceptions, Purchase

Intentions, Emotional Appeal, Attention-Grabbing
 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

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TABLE OF CONTENTS

Title Page……………………………………………………………………i

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

Dedication…………………………………………………………………...iii

Acknowledgement………………………………………………………….iv

Abstract………………………………………………………………………v

Table of Contents…………………………………………………………...vi

List of Tables………………………………………………………………...vii

List of Figures……………………………………………………………….viii

Certification of Originality………………………………………………….ix

Grammarian’s Certificate…………………………………………………..x

Statistician’s Certificate…………………………………………………….xi

CHAPTER I: THE PROBLEM AND ITS BACKGROUND

Introduction………………………………………………………………….1

Theoretical Framework…………………………………………………….3

Conceptual Framework……………………………………………………7

Statement of the Problem…………………………………………………8

Research Hypotheses…………………………………………………….10

Significance of the Study………………………………………………….11

 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 8

Scope and Limitations of the Study……………………………………….14

Definition of Terms………………………………………………………….15

CHAPTER II: REVIEW OF RELATED LITERATURE AND STUDIES …….17

CHAPTER III: THE RESEARCH METHODOLOGY……………………21

Research Design…………………………………………………………..21

Research Local and Respondents of the Study……………………….22

Research Instrument……………………………………………………..22

Questionnaire Design…………………………………………………….24

Validation of the Survey Questionnaire………………………………...25

Data Gathering Procedures……………………………………………..26

Statistical Treatment of Data…………………………………………….29

CHAPTER IV: PRESENTATION, ANALYSIS, AND INTERPRETATION OF

DATA……………………………………………………………………... 31

CHAPTER V: SUMMARY OF FINDINGS, CONCLUSIONS, AND

RECOMMENDATIONS…………………………………………………. 51

Summary of Findings…………………………………………………….51

Conclusions……………………………………………………………….55

Recommendations………………………………………………………..58

References………………………………………………………………..61

Appendices………………………………………………………………..65
 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

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LIST OF TABLES

Table 1: Age of the Respondents.........................................................31

Table 2: Occupation of the Respondents………………………………..32

Table 3: Educational Qualification of the Respondents……………….33

Table 4: Area of Residency of the Respondents……………………….34

Table 5: Average time spent on social media per day of the Respondents….35

Table 6: Impact of Social Media Advertising on Purchasing Intentions among

Young Professionals: Creative Characteristics………………………..36

Table 7: Impact of Social Media Advertising on Purchasing Intentions among

Young Professionals: Emotional Appeal………………………..……..39

Table 8: Impact of Social Media Advertising on Purchasing Intentions among

Young Professionals: Attention Grabbing Details……………….……42

Table 9: Significant Influence of Professionals on Purchase Intention…….45

Table 10: Impact of Social Media Advertising on Purchasing Intentions among

Young Professionals: Purchase Intention……………………….…….46

Table 11: Impact of Social Media Advertising Tactics on Purchase Intentions of

Young Professionals……………………………………………………..49
 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 10

LIST OF FIGURES

Figure 1: AIDA Model theory ......................................................................3

Figure 2: The Stimulus Organism Response Model ...................................5

Figure 3: The Theoretical Framework of Rational Action Theory................6

Figure 4: Paradigm of the Study………………………………………………7

 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

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C E R T I F I C A T E OF O R I G I N A L IT Y

We hereby declare that the work in this thesis has not been previously

published or written by another person, nor has been accepted for award of any

degree or diploma of university or other institute of higher learning, except where

due acknowledgement is made in the text, to the best of our knowledge.

We also declare that the institutional content of this study in the product of our

work, even though we may have received assistance from others on styles,

presentation and language expression, has been given due credits and

acknowledgment.

Candidates:

Khristian S. Ponferrada
Angelica Magayon
Diana Joy Rico
Erica Miranda
 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 12

G R A M M A R I A N’ S C E R T I F I C A T E

This is to certify that the undersigned has reviewed and went through all

the pages of the undergraduate thesis manuscript entitled, THE IMPACT OF

SOCIAL MEDIA ADVERTISING ON PURCHASE INTENTION AMONG YOUNG

PROFESSIONALS prepared and submitted by KHRISTIAN S. PONFERRADA,

ANGELICA MAGAYON, DIANA JOY RICO AND ERICA MIRANDA, in accordance

with the set of structural rules that govern the composition of sentences,

phrases, and words in the English language. This study was submitted in partial

fulfillment of the requirements for the degree of Bachelor of Science in Business

Administration major in Marketing Management .

Signed: Date Signed:

December _, 2024
Grammarian

Qualification:
PRC Certificate No.
 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 13

S T A T I S T I C I A N’ S C E R T I F I C A T E

This is to certify that this research study entitled, THE IMPACT OF SOCIAL

MEDIA ADVERTISING ON PURCHASE INTENTION AMONG YOUNG

PROFESSIONALS, prepared and submitted by KHRISTIAN S. PONFERRADA,

ANGELICA MAGAYON, DIANA JOY RICO AND ERICA MIRANDA, has been

statistically reviewed by the undersigned. This study was submitted in partial

fulfillment of the requirements for the degree of Bachelor of Science in Business

Administration major in Marketing Management.

Signed: Date Signed:

December _, 2024
Statistician

Qualification:
PRC Certificate No.
 THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy 1