Title: Relationship of Social Media Advertisement to Consumer Purchasing Decision
Authors: Chammy Rei M. Montoya, Christine J. Concepcion, Alan Y. Cabaluna
Volume: 9
Issue: 4
Pages: 1-19
Publication Date: 2025/04/28
Abstract:
Advertising on social media has become the new trend nowadays since most people spend their time on the internet. Consumers make a decision to purchase a product or try a service based on these different factors. This quantitative descriptive-correlational study investigated the relationship between social media advertisements and consumer purchasing decisions. The researchers made use of convenience sampling through the Raosoft method to calculate the total number of respondents that participated in the study. The primary instrument used for gathering data is a 5-point Likert-scale questionnaire distributed through Google Forms. The study's findings revealed that social media advertisements have a positive correlation with consumer purchasing decisions. It was found out that when a social media advertisement is entertaining, open for interaction, trending, customized, and utilizes e-word of mouth, it affects consumers purchasing decisions in terms of product, price, location, and promotion in a positive manner.