International Journal of Academic Accounting, Finance & Management Research (IJAAFMR)   Year: 2022 | Volume: 6 | Issue: 8 | Page No.: 80-86 The Effectiveness Of Social Media In Increasing Consumer Purchase Intention: An Assessment Download PDF RICARDO S. JIMENEZ,DBA Abstract: The access using internet has become easier in recent years due to improvements of technologies, infrastructure and telecommunications. (Watcher, et. al., 2000; Nascimento, et. al., 2016). While social media represents as one of the possibly significant events as it is the new way of organizing society. According Kent (2010), social media is an internet-based system that allows the users to access, connect and share content such as personal data, documents, films and graphics. On the other hand, social media can be used to change perspective depending on how the information delivered like opinions. Flew (2017) noted that "Social media is a new driver of the convergent media sector" that enables users to connect, and a platform to interact one-to-one and many-to-many communication. The researchers administered the survey questionnaire, analyzed and interpreted the gathered data, tabulated the consumer's responses, and lastly the statistical analysis of the data to the conducted study. The conducted study used 135 participants in Selected Schools in Calumpit and Malolos Bulacan specifically students that is currently enrolled in the academic year 2021-2022. The answer-made by the respondents is a proof that the evidence in this study shows the significant effect of social media in the purchase decision of the consumers. The study aims to know the effectiveness of social media in purchasing decision of the consumers, as the study conducted using a survey, it reveals that the alternative hypothesis being answered- there is an effect on increasing consumer intention.