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INTRODUCTION

Background of the Study

Buying is the act of acquiring goods or services by exchanging money or

value. It is a fundamental economic activity where individuals, organizations,

or entities obtain products or services to fulfill specific wants and needs.

Furthermore, purchasing or buying has been playing a big role and part in

people’s lives. There are several ways individuals can engage in the buying

process, it can be in-person buying or online buying. Having become an

essential part of our lives as a result of developments in communication and

information technologies, the internet including social media is now a means

of communication that enables people to find any kind of information they

want even when they are about to purchase something.

Over the past decades, social media have played an indispensable role

on people’s daily lives. The concept of social media advertising is prevalent

among individuals as it is a way of convenience for them to purchase a

product easily. Social media has changed the modern world. (Ospina, 2019).

Social media platforms gather extensive user data, allowing advertisers to

precisely target their ads based on demographics, interests, online behavior,

and more. Given the pervasive nature of social media and the extensive reach

of advertising on these platforms, social media advertisements play a

substantial role in shaping the buying behaviors of students in today's digitally

connected world.

Consumer buying behavior is the actions and decision processes of those

individuals who purchase goods and services for personal consumption

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(Chand, 2019). Buying decisions are influenced by various factors that can be

categorized into internal (personal) and external (environmental) factors.

These factors play a significant role in shaping consumer behavior and the

choices individuals or organizations make when purchasing goods or services

(Hausman, 2015). Students’ buying decisions can be affected if they don’t

know how to effectively manage their buying decision through social media

advertisements. It determined that people are heavily affected by social media

when deciding on purchasing (Dagohoy, 2021). Studies showed that lately,

the community, especially students, tends to do shopping activities only to

satisfy their desires or desires, not needs (Barysevich, 2020). The shopping

phenomenon has shifted from the necessity of life to a lifestyle. If students in

shopping do not have planning at first, they will tend to have impulsive buying

behavior (Mendoza et al., 2022).

Current studies recommended that in order to address impulsive buying,

researches require implementing strategies to manage impulses, make

informed decisions, and control spending. Strategies including creating a

budget, developing a purchase list, setting priorities, avoiding shopping when

in an emotional state and self-control. The findings showed that these self-

control exercises reduced impulse buying urges (Sultan et al., 2016).

Several researches around the world got to involve these two topics;

social media advertisements and buying behavior on their studies. However,

they lack to include these two topics in just one study. This literature gap

motivated the researchers to conduct the study “Level of Exposure of ABM

Students to Social Media Advertisements and its Effect on Their Buying

Decisions”, which aims to determine whether the levels of exposure of the

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students to social media advertisements have an impact or a relationship to

their buying decisions.

Statement of the Problem

The main objective of this study is to determine whether the levels of

exposure of students to social media advertisements have an effect on their

buying decisions. Specifically, this study aims to answer the following

questions:

1. What is the demographic profile of the students in terms of:

a. Age

b. Gender

2. What is the exposure of ABM students to social media advertisements in

terms of:

a. Frequency

b. Level of Engagement

3. What are the buying decisions of ABM students?

4. Is there a significant relationship between the exposure to social media

advertisements and the buying decisions of ABM students?

Hypothesis

In view of inferential research questions, the following hypothesis are

advanced:

1. There is no significant relationship between the level of exposure to social

media advertisements and the buying decisions of ABM students.

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Scope and Delimitation of the Study

This study focuses on the effects of levels of exposure of students to

social media advertisements to their buying decisions. In addition, the main

purpose of this study is to determine the levels of exposure of students and

how do that levels affect the buying behavior of students. This study limited

the subject respondents to Senior High School Accountancy, Business, and

Management students enrolled in the first semester of school year 2023-2024

of Negros Occidental High School. The researchers utilized a stratified

sampling technique in selecting the respondents of this study. Each of the

respondents was given a survey questionnaire to be answered at their most

convenient time.

Significance of the Study

This study aimed to determine whether the levels of exposure of students

to social media advertisements have an effect on their buying decisions can

be understood from the perspectives of various stakeholders. The results of

the study may be beneficial to each of the following:

Schools. This research study would benefit the school as it would give

the institution ideas on how do their students work with different social media

platforms. It can help them to raise awareness for their students by

advocating some educational seminars or classroom-based discussions on

how to lessen the influence of social media advertisements to their buying

decisions.

Online Sellers. This study would benefit online sellers. If there has been

an increase in the level of exposure to social networking site advertisements,

this would help online sellers by selling or advertising their products on social
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media and by imparting information on how to attract more consumers

through social media.

Consumers. This research would benefit consumers by shedding light on

how advertising may influence their choices and behaviors. It could help them

become more discerning in their interactions with social media ads.

Parents. Parents could benefit from this study as it raises awareness

about their children's exposure to online advertising. It could inform their

efforts to guide and protect their kids in the digital age.

Students. Understanding their exposure to social media ads is crucial for

assessing potential impacts on their behavior, perceptions, and well-being.

This research could help students make informed decisions about their online

activities.

Future Researchers. This study provides a foundation for future research

in the field of social media advertising and its effects. It could inspire further

investigations into the dynamics and consequences of ad exposure.

In summary, this study's significance lies in its potential to provide insights

for various stakeholders and contribute to a better understanding of the

impact of social media advertising on students and society at large.

Theoretical Framework

This study was anchored on the theory of Joey George, which is the

theory of planned behavior and internet purchasing, developed in July 2004.

This theory investigated the relationships among beliefs about Internet privacy

and trustworthiness, along with beliefs about perceived behavioral control and

the expectations of important others, and online purchasing behavior. The

process of their decisions making includes consumer buying behavior models,

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factors influencing buying behavior and the types of buying behavior. It is

significant to the overall goals of the business since understanding consumer

behavior reflects the achievements and foundation of a product (Madhavan,

2015). It is believed that pricing has a significant effect on the buying

behavior of consumers because the higher a product is priced, the fewer units

are sold. By contrast, products selling at prices lower than the market rate are

assumed to sell at a higher volume (Aslam & Zulfiqar, 2020). Several studies

have shown that pricing is more critical and relevant to consumer buying

behavior (Huo et al., 2021). In addition of the Hierarchy of Effects Model

outlines the stages consumers go through when exposed to advertising,

including awareness, interest, desire, and action. Furthermore, incorporating

this model into the framework will allow the researcher to assess how the

level of exposure to social media advertisements impacts students’

progression through these stages and whether it leads to actual buying

decisions (Lavidge and Steiner, 2016). Along with the influence of online

advertising, consumers especially students may or may not be able to

purchase through different social media platforms and advertisements.

Anchored in this theory, the study provided a concept in which it determined if

the students under the Accountancy, Business, and Management strand

could stand with their planned behavior along with their current internet and

online purchasing behavior.

Conceptual Framework

The influence of online advertising that reached the social media

platforms and how this work is a question that consumers try to find an

answer to. People seek out social media to satisfy their specific needs. It was
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found that millennials are considered to be the generation that spends most of

their time online and 47% of their purchases are influenced by the social

media advertising (Gerald, 2019), similarly the study found that the most of

the people doing the online purchases are millennials (Roesler, 2019). In

2015, Kumar and Raju published their research paper on “The Role of

Advertising in Consumer Decision Making”. In their study, they have found

that online advertisements are capable of changing consumer purchasing

decision on particular products.

To analyze more about the effects of the levels of exposure to social

media advertising to the buying behaviors of the students, a conceptual

framework was developed by the researchers. The framework depicts the

connection of independent and dependent variable in the study. It

compromises the independent variable which is the levels of exposure to

social media advertisements and the dependent variable is the buying

decisions, as shown in the Figure 1.

Figure 1. Schematic Diagram of the Conceptual Framework of the Study

Definition of Terms

For better understanding of the terms used in this study, the conceptual

and operational definitions are given.

Exposure. Conceptually, the term refers to the fact or condition of being

exposed (Merriam-Webster, 2023).

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Operationally, the term refers to how much time ABM students spend

interacting on social media platforms and how often they see advertisements.

Students. Conceptually, this term refers to a person who attends a

school, college, or university (Britannica Dictionary, 2023).

Operationally, this term refers to the students from Grades 11 to 12 of the

Accountancy, Business, and Management (ABM) strand at Negros Occidental

High School during the school year 2023-2024.

Social Media. Conceptually, this term refers to forms of digital

communication that enable users to establish virtual communities for

exchanging information, ideas, personal messages, and other forms of

content (Merriam-Webster, 2023).

Operationally, social media refers to online platforms that students use to

create, share, and interact with content, such as Facebook, Instagram,

Twitter, etc.

Social Media Advertisements. Conceptually, it refers to a form of digital

advertising that delivers paid advertisements to your intended audience via

social media platforms (Deshpande, 2022).

Operationally, this term refers to the advertisements or product

promotions that students encounter when using social media platforms like

Facebook, Instagram, Twitter, etc.

Buying Decisions. Conceptually, the term refers to a person's choice

whether to make a purchase and what item to choose (Cambridge Dictionary,

2023).

Operationally, it refers to the choices that ABM students make whether

they purchase the goods or services.

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Impulsive Buying. Conceptually, it refers to making an unplanned

purchase prompted by a sudden desire upon seeing the item (Cambridge

Dictionary, 2023).

Operationally, this term refers to the unplanned online purchases made by

the ABM students as a result of social media ads.

Review of Related Literature

The review of related literature and studies featured the relationship

between social media advertisements, the students’ exposure to social media

advertisements and its effects on the students’ buying decisions. The review

further provided insights that are relevant to support the objectives of the

study.

Buying Decisions of Students

Factors that are beyond the control of users having direct or indirect

effects on their way of life often affect their purchasing decisions (Yakup &

Jablonsk, 2015). One of these examples is a cultural factor in which culture

persuades the behavior, beliefs and the way they learn by communicating or

observing other societies. Consumer decision making is usually against the

product. Customers are more inclined to buy from website with user-verified

reviews. Displaying reviews on your website instills trust in the consumers to

purchase and eliminates uncertainty, resulting in a greater conversion rate.

Online reviews are valuable tools for maintaining good and positive customer

feedback. It also helps the customers to identify if the products have low

quality or will attain their satisfaction. A study sought to determine the impact

of online reviews on students' purchasing decisions to attain overall customer

satisfaction. In addition, the researchers concluded that online reviews impact

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students' purchasing decisions to attain overall customer satisfaction (Valero

et al., 2023).

Based on the study conducted in Caraga, Philippines, the most factor that

influenced the students regarding their buying behavior is the personal factor.

It is the highest influencing factor of their buying behavior, which means that

these respondents are buying according to their lifestyle and personality.

The respondents generally fall into looking at an affordable price before

purchasing (Aragos et al., 2021).

Social Media Advertisements and Buying Decisions of Students

Over the last decade or so, the use of social media websites like

Facebook, Instagram, and WhatsApp has grown dramatically (Chen and

Qasim, 2021). These platforms are being used by people to communicate

with one another and by well-known firms to promote their goods. Social

media websites have allowed for the virtualization of real-world social activity.

Real-time messaging has made it possible for people to communicate and

exchange information. Because of this, businesses view social media

platforms as essential resources for dominating the online market (Ebrahim,

2020). Social media have mostly affected on people when they are seeking

information. It does not affect directly; however, social media plays a huge

source of information about everything needed. According to the result

analysis of the study, customers are actively using social media platforms to

validate their purchasing decisions. Compared to individuals who used other

information sources, social media users reported decision-making to be easier

and more enjoyable. Those who thought the material on social media was of

higher quality and quantity than expected were happier overall. Overall, the
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findings indicate that social media has a significant influence on consumer

decision-making (Nguyen, 2021).

The study of Jayendira P. Sankar (2019), states that social media has an

impact on buying behavior. Social media has an positive impacts on buying

behavior among students namely Facebook, Instagram and Twitter. Students

buying behavior towards choosing certain product, age group influence their

decision making. It’s serves as the best tool for advertisement in reaching

products. It promotes and maintain existing customers, attract more users in

order to achieve purchasing products. Moreover, the distribution of their

perception and purchasing preferences depends on how they frequently

viewed YouTube which also showed substantial disparities. Moreover, the

findings indicated in substantial correlation between the respondents’ buying

preferences and their assessment of YouTube advertisements. Video offering

advice on YouTube in terms of advertising indeed effective as suggestions in

purchasing.

Level of Exposure of Students to Social Media Advertisements

An exploratory research findings of the study show that social media

advertising affects consumers' online behavior (Iqbal, A., Hussain, T., &

Aslam, R., 2020). The findings of a study in Pakistan showed that social

media advertisements have a considerable favorable impact on consumer

purchasing behavior, especially for young university students who are more

likely to use social media and the internet. The study's findings about the link

between young college students' purchasing habits and social media

advertisements are well-supported. The study's findings show how crucial it is

for young people to explore information about goods and services on social
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media frequently because doing so not only broadens their knowledge of the

products but also affects their decision to buy them (Hussain, 2021).

At the University of Baguio campus, a study named "Effects of Online

Advertisements on the Purchase Behavior of Grade 11 ABM Students" was

carried out using online platforms. Businesses are changing as a result of the

pandemic, the new media era, and both, and the rise in internet advertising is

assisting them in surviving and adapting. This study examines the effects of

online advertising on University of Baguio Grade 11 ABM students. The study

would tell the reader on purchasing trends and whether commercials affect

consumers' perspectives on purchases. The research article gives the

consumers an understanding of how online advertising, particularly

purchasing behavior that influences young people. According to the survey's

findings, the majority of respondents believe that online advertising can have

both positive and negative effects, and that it works best when the advertised

good or service is pertinent to the target audience. It is therefore safe to

assume that online advertising has an impact on many students (Abastilla, et

al., 2015).

Social Media Advertisements' Effect on Students' Buying Decisions

Social media has developed into such a convenient platform that it has an

influence on consumer buying patterns. According to Gerald (2019), 71% of

social media users show a preference for making purchases through their

interactions on social media platforms. He also highlighted that millennial,

known for spending most of their time online, have 47% of their purchasing

decisions are influenced by social media. Similarly, a recent report by Deloitte

delves into the influence of social media advertising on consumer buying

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behavior, revealing that 47% of millennials are swayed by these digital

promotions (Roesler, 2015).

Furthermore, a study by Arellano et. al (2022), showed that students

spend a lot of time on various social media platforms, that they are exposed to

a variety of social media advertisements for product and service offers, which

arouse their interest in purchasing. In addition, students concur that social

media advertising has a significant impact on the personality-fitting products

they have purchased. Due to the fact that ratings and reviews provide

consumers with reassurance that the products can live up to their

expectations, purchasing decisions are typically based on those found online

via social media advertising. Consumers are more confident and experience

less uncertainty when making purchases thanks to product ratings and

reviews (Andal et. al, 2022).

Synthesis

Numerous related literatures, both local and international were reviewed.

These literatures were significantly helpful which in return helped broaden the

knowledge and understanding of the variables contained in the study; and are

related to the one that was conducted. The related literature contained various

researches that have the same processes, variables, and methods that the

was utilized in this study. These studies served as a helpful guide and strong

support for the interpretation of the results, as well as for the significance of

the conduct of the study. Most of the studies included the online product

consumers (including) the adults and students as their chosen respondents

and subjects of their studies. Furthermore, these studies gave a highlight of

importance to the effects of online and social media advertisements on the

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consumers' buying behaviors. These related literatures were classified into

different themes, according to the objectives of the study. That way, grouping

various studies that are related to the study conducted was easier and more

convenient. Each study was discussed and their results were included to

attain how the level of exposure of students affects their buying decisions.

Considering the above-mentioned statements of related studies, there are

numerous past studies that are still relevant and related to the current

situation. Nevertheless, the studies that were mentioned above have different

approaches, methods, variables, and setting where the study was conducted,

which led them to their results. Hence, this is the gap between the research

conducted and the related literature, which the study can test in a different

setting, using a different approach. Specifically, focusing on the effects of

level of exposure of students to social media advertisements to their buying

decisions.

METHODOLOGY

This chapter presents and discusses the research design, locale of the

study, respondents of the study, data gathering instruments, validity and

reliability of instruments, data gathering procedure, and the statistical tools

that will be used throughout the investigation.

Research Design

This study employed a quantitative descriptive-correlational research

design in determining the effect of students' levels of exposure to social media

advertisements on their buying decisions.

Descriptive research design was utilized for the purpose of accurately

portraying a population that has been chosen because of some specific

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characteristics. It is also to describes a phenomenon and its characteristics in

a specific context (Nassaji, 2015).

Correlational research design was utilized for the purpose of identifying

the association between two or more variables (Curtis, 2016). Herewith are

the levels of exposure of students to social media advertisements and their

buying decisions.

Hence, descriptive-correlational research design is appropriate for this

study as it aims to gather more information about the level of exposure of

students to social media advertisements and its impact on their buying

decisions.

Respondents of the Study

The respondents of the study included the one hundred ninety-nine (199)

students from Grade 11 and Grade 12 Accountancy, Business, and

Management (ABM) strand of Negros Occidental High School.

Out of 445 students under the ABM strand, 50 students in each of the 4

sections of Grade 11 ABM and 49 students in each of the 5 sections of Grade

12 ABM, the study has 396 total population not including the section of the

student researchers for the first semester of the school year 2023 -2024 from

Grade 11 and Grade 12 ABM strand of Negros Occidental High School, the

researchers utilized the Taro Yamane formula to get a sample size of 199

from the population and was used as the respondents of the study.

N
n= 2
1+ N e
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Table 1. Total Number of Respondents

Respondents Population (N) Percentage Sample (n)

Grade 11 200 49% 99

Grade 12 196 51% 100

Total 396 100% 199%

Data Gathering Instrument

In this study, the researchers will utilize researcher-made questionnaires

that will be given to one hundred ninety-nine (199) Grade 11 and Grade 12

ABM students who will be randomly selected from each grade level. The

questionnaire consists three parts.

Part I are items on identifying the demographic profiles of the students

including information on the respondents’ Name, Age, and Gender.

Part II of the questionnaire contains items on the level of exposure of

students to social media advertisements in terms of the frequency that the

students see social media advertisements and their engagement to these

advertisements.

Part III contains items with regards to the students' buying decisions in

terms of the students' purchases, purchasing intention, and product

consideration.

For their responses to each of the items, the respondents were given five

(5) options to choose from. Each option has a numerical weight to facilitate

the subsequent statistical analysis of the results with corresponding verbal

interpretation. A separate option for non-user was provided.

The following are the options presented in Table 2:

Table 2. Numerical Scales and Verbal Interpretation

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Numerical Scale Verbal Interpretation

5 Always

4 Often

3 Sometimes

2 Rarely

1 Never

Responses will be interpreted according to the following guide in Table 3:

Table 3. Score Ranges and Interpretations

Score Range Interpretation

4.21 – 5.00 Very High

3.41 – 4.20 High

2.61 – 3.40 Moderate

1.81 – 2.60 Low

1.00 – 1.80 Very Low

Validity of the Data Gathering Instrument

The researcher-made questionnaires undergone content and face

validation by the panel of jurors who are experts in their field. An instrument

has content validity if the content and format of the variable intended to

studies and the items adequately represent the subjects to be accessed;

whether the items on the instrument adequately covers the entire content that

it should cover (Korb, 2015).

The jury of experts was composed of a linguist and content specialists.

Using the scale developed by Carter Good and Douglas Scates, the jury of

experts determined and evaluated the items in the questionnaire whether it

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could measure what they supposed to measure and the jurors made

necessary recommendations to improve the research in statements.

The content and face validity of the instrument was rated by the jury using

the following scale shown in Table 4:

Table 4. Numerical Scales and Verbal Interpretations

Numerical Scale Verbal Interpretation

5 Outstanding

4 Very Satisfactory

3 Satisfactory

2 Fair

1 Poor

The mean ratings of the jurors were computed and interpreted using the

following scale in Table 5:

Table 5. Rating Scales and Interpretations

Rating Scale Interpretation

4.21 – 5.00 Outstanding

3.41 – 4.20 Very Satisfactory

2.61 – 3.40 Satisfactory

1.81 – 2.60 Fair

1.00 – 1.80 Poor

Drawing upon their knowledge, these evaluators offered corrections and

recommendations to enhance the questionnaire. Using the Validation Form,

they collectively assigned a validity rating of 4.73, signifying an outstanding

validity index. This indicates that the questionnaire adeptly evaluates the
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relationship of exposure to social media advertisements and to the buying

decisions among ABM Students within the Senior High School curriculum at

Negros Occidental High School.

Reliability of Data Gathering Instrument

After the instruments were properly validated, it was subjected to

reliability test. Reliability is the accuracy of the instrument. In other words, the

extent to which a research instrument consistently has the same results if it is

used in the same situation on repeated occasions (Heale & Twycross, 2015).

The validated instruments were tested to Grade 12 ABM-Certitude.

They were not part of the respondents. The researchers conducted a small

pilot test (n = 29 Grade 12 ABM students). This sample represents individuals

much like those in ABM strand of Negros Occidental High School. The

research used the Cronbach alpha method in order to establish the reliability

of the instrument.

It is a simple way to measure whether or not the research instrument is

reliable and it is the most commonly used test to determine the internal

consistency of an instrument. In this test, the average of all correlations in

every combination of split-halves is determined. Instruments with questions

that have more than two responses can be used in this test.

Cronbach's alpha can be written as a function of the number of test items

and the average inter-correlation among the items (Jim Frost, 2023). Below,

for conceptual purposes is the formula for the standardized Cronbach's Alpha:

α=
k ∑ σi
⌈ 1− 2 ⌉
2

k −1 σx
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After encoding the collected answers from the chosen participants,

the researchers applied the Cronbach's alpha formula to assess the reliability

through verbal interpretation. The results indicated a good level of

consistency in the answers, with a computed value of 0.82.

Data Gathering Procedure

A permission letter for validity test was given to the 4 respective jurors to

scrutinize the formulated research questionnaire. The researchers provided

the sample participants which includes the ABM students, a consent prior to

pilot testing that was conducted. Instructions were explained and researcher-

made questionnaires were given to the students by the researchers. After

then, data was obtained, collected, analyzed, computed and interpreted.

Data Treatment

The responses to the items in the questionnaires were collected, tallied,

tabulated and subjected to statistical processes.

Problem 1, in determining the profile of the students as to their age and

gender, frequency and percentage distribution were utilized.

Problem 2, to determine the of exposure of students to social media

advertisements in terms of the frequency that they see advertisements and

their level of engagement to those advertisements, the mean, standard

deviation, and a table of verbal interpretation were used.

According to Subong, in his book, Statistics for Research, the mean is the

arithmetic average of the scores. It is the best of all the measures of

tendency.

The standard deviation, denoted as σ, indicates the extent to which the

data is spread out relative to the mean (Statistics Canada, 2021)

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Table 6. Values and Corresponding Verbal Interpretations

Values Verbal Interpretation

4.21 – 5.00 Very High Exposure

3.41 – 4.20 High Exposure

2.61 – 3.40 Moderate Exposure

1.81 – 2.60 Low Exposure

1.00 – 1.80 Very Low Exposure

Problem 3, to determine the buying decisions of students in terms of their

purchases, purchase intentions, and product considerations on social media

advertisements, the mean, standard deviation and a table of verbal

interpretation were also used as statistical tools.

Problem 4, to determine the significant relationship between the level of

exposure to social media advertisements ang the buying decisions of

students, the Pearson Product - Moment of Correlation will be used.

Ethical Considerations

Ethical considerations related to the moral standards that the researchers

considered in all research methods in all stages of the research design and is

necessary for every research project, as participants have legal and moral

rights. This research implemented a number of key phrases that protected the

rights of the participants (Bhandari, 2022).

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Freedom from Exploitation. Respondents in this study were protected

from adverse situations and the researcher-respondent relationship was not

exploited. It was assured to the respondents that the information they

provided was not used against them. Delicate information was not shared with

other researchers and institutions without their consent.

Voluntary participation. The participants were not coerced into

participating in this research. This is especially relevant where researchers

had previously relied on captive audiences for the subjects.

The Right to Freedom from Harm and Discomfort. Researchers had an

obligation to avoid, prevent, or minimize harm in studies with the respondents.

With this, the researchers reiterated to the respondents that no physical or

psychological harm would come out of their participation. Any discomfort

voiced to the researchers would be a valid reason for their withdrawal.

Right to Full Disclosure. The principle of respect for human dignity

included the respondents’ right to make informed, voluntary decisions

regarding the study (Barrow, Brannan, & Khandhar, 2022). The researchers

made full disclosure to the respondents before agreeing to participate, making

the purpose and nature of the study, along with its risks and benefits known to

them.

Right to Privacy. The researchers maintained the privacy of the

respondents throughout the study. All the information gathered throughout the

study was only between the researchers and the respondents. Respondent

numbers instead of names were used for identification in analyzing their

responses. After utilizing all information gathered from the respondents, the
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document containing their information and responses was deleted at end of

the study to maintain confidentiality.

Right to Self-determination. The principle means that respondents were

not coerced into taking part in the study. Respondents had the right to decide

whether to participate without any incurring penalty.

RESULTS AND DISCUSSION

In this chapter, the study's findings are presented using statistical

tools to analyze both descriptive and inferential data. Additionally, discussions

regarding the respective results are incorporated.

Table 7. Respondents’ Age Profiling Computation

Age (Years Old) Frequency Relative Frequency Percentage

16 63 0.32 31.66%

17 84 0.42 42.21%

18 45 0.23 22.61%

19 7 0.04 3.52%

Total 199 1 100%

Table 7 shows the computation of the outcomes of respondents’

demographic profile. The computation encompasses the ages of the

respondents, its corresponding frequencies, relative frequencies, and

percentages. Out of 199 respondents who participated in this study, 63 of

them ages 16 years old which is representing 31.66% of the total

respondents. 84 respondents are 17 years old and it represents the highest

percentage of 42.21% of 199 respondents. The respondents ages 18 years

old are 22.61% of the total population which is 45 out of 199 respondents. For
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the age of 19 years old, it portrays 3.52% which is 7 respondents. This shows

that the respondents are mainly represented by younger generations which

ages from 16 to 17 years old.

The research conducted by Bateman et al., (2019), Utilizes frequency

and percentage analyses as a means of evaluating the data. This

methodology in providing a comprehensive understanding of the research

findings by presenting information in terms of occurrence frequencies and

corresponding percentages.

Table 8. Respondents’ Gender Profiling Computation

Gender Frequency Relative Frequency Percentage

Male 38 0.19 19.10%

Female 161 0.81 80.90%

Total 199 1 100%

Table 8 represents the computation of the gender profiling of the

respondents. It includes the respondents’ gender, the frequency, relative

frequency, and percentage. Of 199 respondents who answered the

questionnaires, 38 of them are male which is representing 19.10% of the total

respondents. For female, it shows that 161 respondents are female and its

percentage is 80.90%. This shows that the respondents are mainly

represented by female students.

In an article published by Manikandan (2015), frequency and

percentage distribution present a picture of how the individual observations

are distributed in the measurement scale.

Table 9. Exposure to Social Media Advertisements in terms of Frequency

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Mean SD Interpretation

Frequency 4.42 0.54 Very High Exposure

Table 9 shows the exposure of Accountancy, Business, and

Management students to social media advertisements according to the

frequency that they see social media advertisements. The statistics shows

that the respondents’ frequency has a mean of 4.42 with a standard deviation

of 0.54 which is interpreted as very high exposure. This indicates that ABM

students are very highly exposed to social media advertisements in terms of

how frequent do they see social media advertisements.

In Javeria Nazeer (2017) study, university students of Pakistan the

exposure of the students to social media advertisements made an impact to

their purchase behaviors. The fact that students avoid socializing in social

media rather focusing on advertisements that they see on their social media

accounts.

Table 10. Exposure to Social Media Advertisements in terms of Level of

Engagement

Mean SD Interpretation

Level

of 3.51 0.71 High Exposure

Engagement

Table 10 shows the exposure of ABM students to social media

advertisements according to their level of engagement to social media

 26

advertisements. Results shows that the respondents’ level of engagement has

a mean of 3.51 with a standard deviation of 0.71 which is interpreted as high

exposure to social media advertisements. This implies that ABM students are

highly exposed to social media advertisements in terms of their level of

engagement to social media advertisements.

In the study of Iqbal et al. (2020), the utilization of social media to

search for information of products, share their reviews and engage with visual

advertisements has now become a part of consumer’s daily life. The study

revealed that consumers are attracted to products through the social media

advertisements and rely on visual contents for inspiration and decision

making.

Table 11. Exposure to Social Media Advertisements

Indicator Mean SD Interpretation

Frequency 4.42 0.54 Very High Exposure

Level of Engagement 3.51 0.71 High Exposure

Total 3.97 0.51 High Exposure

Table 11 presents the exposure of ABM students to social media

advertisements in terms of frequency and level of engagement as a whole. It

shows a mean of 3.97 with a standard deviation of 0.51. The indicators

 27

described a very high and a high exposure and the total interpretation shows

a high exposure. This means that ABM students are highly exposed to social

media advertisements.

According to the study by Iqbal et al. (2020), the frequent appearance

of social media advertisements and the active engagement of young

individuals in seeking information about a product has a significant impact.

This increase in their knowledge about the product and also influences their

purchasing decision.

Table 12. Exposure to Social Media Advertisements in terms of Frequency

(Age)

Age Mean SD Interpretation

16 years old 4.35 0.49 Very High Exposure

17 years old 4.40 0.60 Very High Exposure

18 years old 4.56 0.49 Very High Exposure

19 years old 4.51 0.40 Very High Exposure

Total 4.46 0.54 High Exposure

 28

Table 12 shows the exposure of students to social media

advertisements when grouped according to their ages. Results revealed that

students ages from 16 to 19 years old are highly exposed to social media

advertisement with an overall mean of 4.46 and a standard deviation of 0.54.

In Javeria Nazeer (2017) study, university students of Pakistan the

exposure of the students to social media advertisements made an impact to

their purchase behaviors. The fact that students avoid socializing in social

media rather focusing on advertisements that they see on their social media

accounts.

Table 13. Exposure to Social Media Advertisements in terms of Level of

Engagement (Age)

Age Mean SD Interpretation

16 years old 3.63 0.57 High Exposure

17 years old 3.46 0.76 High Exposure

18 years old 3.41 0.74 High Exposure

19 years old 3.74 0.92 High Exposure

Total 3.56 0.71 High Exposure

As shown in Table 13, students ages between 16 to 19 years old have

high exposure to social media advertisements in terms of their level of

engagement to those advertisements. The overall mean of exposure of

 29

student respondents is 3.56 with a standard deviation of 0.71 that indicates a

high exposure.

In the study of Iqbal et al. (2020), the utilization of social media to

search for information of products, share their reviews and engage with visual

advertisements has now become a part of consumer’s daily life. The study

revealed that consumers are attracted to products through the social media

advertisements and rely on visual contents for inspiration and decision

making.

Table 14. Exposure of ABM Students to Social Media Advertisements (Age)

Age Mean SD Interpretation

16 years old 3.99 0.41 High Exposure

17 years old 3.92 0.59 High Exposure

18 years old 3.99 0.47 High Exposure

19 years old 4.13 0.60 High Exposure

Total 3.97 0.51 High Exposure

As shown in Table 14 are the collected results to what is the students’

exposure to social media advertisements in terms of their age. Students ages

16 years old has a mean of 3.99 with a standard deviation of 0.41 and is

interpreted as high exposure. Students’ ages 17 years old’s mean result of

exposure to social media advertisements is 3.92, with a standard deviation of

 30

0.59. This indicates a high exposure to social media advertisements. The

mean of exposure among respondents ages 18 years old is 3.99 together with

a standard deviation of 0.47 is interpreted as high exposure. Furthermore,

respondents ages 19 years old has an interpretation of high exposure with a

mean of 4. 13 and 0.60 standard deviation. The respondents’ overall mean

exposure to social media advertisements is 3.97 with a standard deviation of

0.51. This demonstrates that the respondents’ exposure to social media

advertisements is high.

According to the study by Iqbal et al. (2020), the frequent appearance

of social media advertisements and the active engagement of young

individuals in seeking information about a product has a significant impact.

This increase in their knowledge about the product and also influences their

purchasing decision.

Table 15. Buying Decisions of ABM Students according to Age

Age Mean SD Interpretation

16 years old 3.98 0.67 High

17 years old 3.90 0.73 High

18 years old 3.90 0.81 High

19 years old 4.24 0.50 Very High

Total 3.96 0.72 High

Shown in Table 15 are the collected results to what is the students’

buying decisions when they are grouped according to their respective ages.

Results show that 16-year-old students have a high level of buying decisions

as for the mean of 3.98 and a standard deviation of 0.67. Students ages 17

and 18 years old both have a mean buying decisions of 3.90 which is
 31

interpreted as high. Moreover, Table 15 shows that students ages 19 years

old have the highest mean of 4.24 with a standard deviation of 0.50. It implies

that older students have a high level of buying decisions.

As a result, the overall mean of buying decisions of respondents which

is 3.96, with a standard deviation of 0.72. This demonstrates that the

respondents’ buying decisions is high.

In a study by Akayleh (2021), individuals between the age of 18-45 are

highly responsive to social media advertisements, which influence their buying

decisions. Moreover, consumers ages 26-35 are the most affected age group

due to having a source of income and they’re more willing to spend more time

on social media.

Table 16. Exposure to Social Media Advertisements in terms of Frequency

(Gender)

Gender Mean SD Interpretation

Male 4.34 0.56 Very High Exposure

Female 4.44 0.54 Very High Exposure

Total 4.39 0.54 Very High Exposure

Table 16 presents data on the student’s exposure to social media

advertisements, categorized by gender. The findings show that both male and

female students have a very high level of exposure to social media

advertisements. The mean exposure of male in terms of frequency is 4.34

with a standard deviation of 0.56. This indicates a very high exposure to social

media advertisements. Female respondents are very highly exposed to social

media advertisements as the mean for female respondents is 4.44 and 0.54
 32

as the standard deviation. Overall, the average exposure of students is 4.39,

with a standard deviation of 0.54. This implies that the respondents when

grouped according to gender, they can be interpreted as very highly exposed

to social media advertisements in terms of how frequent are the

advertisements visible to the students’ social media accounts.

In Javeria Nazeer (2017) study, university students of Pakistan the

exposure of the students to social media advertisements made an impact to

their purchase behaviors. The fact that students avoid socializing in social

media rather focusing on advertisements that they see on their social media

accounts.

Table 17. Exposure to Social Media Advertisements in terms of Level of

Engagement (Gender)

Gender Mean SD Interpretation

Male 3.57 0.70 High Exposure

Female 3.50 0.71 High Exposure

Total 3.54 0.71 High Exposure

Table 17 reveals that male and female students have high level of

engagement with social media advertisements. The results indicate a high

exposure in terms of their level of engagement to those advertisements, with

an overall mean exposure of 3.54 and a standard deviation of 0.71 among the

student respondents. Moreover, Table 17 shows that when respondents are

grouped to gender, both are highly exposed to social media advertisements in

terms of their level of engagement.

In Asogwa et al. (2020) study, gender significantly influence the length

 33

of engagement with social media advertisement. Additionally, women users

tend to allot more time to engage with social media advertisement than men.

Table 18. Exposure of ABM Students to Social Media Advertisements

(Gender)

Gender Mean SD Interpretation

Male 3.95 0.49 High Exposure

Female 3.97 0.51 High Exposure

Total 3.96 0.51 High Exposure

Table 18 presents the results of the data collected regarding the

exposure of students to social media advertisements based on their gender.

Male students showed a mean exposure of 3.95 with a standard deviation of

0.49, indicating high exposure. Moreover, female students had a mean

exposure of 3.97 with a standard deviation of 0.51, also suggesting high

exposure to social media advertisements. Overall, the respondents

demonstrated a high exposure to social media advertisements, with an overall

mean exposure of 3.96 and a standard deviation of 0.51.

According to the study by Iqbal et al. (2020), the frequent appearance

of social media advertisements and the active engagement of young

individuals in seeking information about a product has a significant impact.

 34

This increase in their knowledge about the product and also influences their

purchasing decisions.

Table 19. Buying Decisions of ABM Students according to Gender

Gender Mean SD Interpretation

Male 3.86 0.73 High

Female 3.98 0.72 High

Total 3.92 0.72 High

The results presented in Table 19 highlight the students' buying

decisions based on their gender. Male students showed a high level of buying

decisions, with a mean of 3.86 and a standard deviation of 0.73. Similarly,

female students demonstrate a high level of buying decisions, with a mean of

3.98 and a standard deviation of 0.72. Based on the findings, the overall

mean of the respondents' buying decisions is 3.92, with a standard deviation

of 0.72. The results indicate that the respondents' buying decisions are high,

indicating a strong inclination among the students towards making purchasing

choices.

In a study by Astoriano et al. (2022), it shows that social media has a

significant influence on customers’ purchasing intentions. Additionally,

 35

customers agreed that the products marketed on social media advertisements

have increased their intention to purchase the products.

Exposure to Social Buying

Media Advertisements Decisions
Exposure to Social
Pearson Correlation 1 0.6515
Media Advertisements
Sig. p (2-tailed) 0.002511798
N 199 199
Buying Decisions Pearson Correlation 0.6515 1
Sig. p (2-tailed) 0.002511798
N 199 199

Table 20. Pearson Correlation Coefficient

Note. Ho: μ Exposure to Social Media Advertisements = μ Buying Decisions

Table 20 shows the conducted Pearson Correlation Coefficient in the

study to determine the significant relationship between the exposure to social

media advertisements and the buying decisions. Results show in Table 20

that the Pearson Correlation among variables is 0.65 which is interpreted

according to Pearson Correlation Coefficient Values of Interpretation as

moderate positive correlation.

Moreover, as displayed in Table 20, the computed P-value is 0.003,

which is less than the level of significance of 0.05. This means that the

relationship is statistically significant. Therefore, the null hypothesis is

rejected. This result implies that there is a significant relationship between the
 36

exposure to social media advertisements and the buying decisions.

In a study conducted by Jayendira Sankar (2019), social media

advertising has a significant effect on buying behaviors of Babcock University

undergraduate students. The social media advertising affects the students’

buying behaviors.

SUMMARY OF FINDINGS, CONCLUSIONS, IMPLICATIONS, AND

RECOMMENDATIONS

In this chapter, a concise overview of the findings, conclusions drawn

from the results, as well as the implications and the corresponding

recommendations arising from the computed data is provided.

Summary of Findings

This study was conducted among 199 students from Accountancy,

Business, and Management Strand of the Senior High School Curriculum.

The study’s demographic profile results revealed that 31.66% of the students

with 63 students that have participated are aging 16 years old; 42.21% 17-

year-old ABM with 84 students participated in the study; 22.61% of 18-year-

old with 45 students; and 19-year-old students has 3.52% participation, with 7

students out of a total population of 396 students. Moreover, male students

have 19.10% participation with 38 students and 161 female students which is

80.90% of the total samples.

In this study, it was found out that the most highly exposed to social

media advertisements in terms of frequency are those students ages 18 years

old, followed by 19-year-old students, then by students ages 17 years old and
 37

the least highly exposed are the students who ages 16 years old. In terms of

level of engagement, students ages 19 years old are the most highly exposed

with a mean of 3.74, then followed by 16-year-old students with a mean of

3.63, then by students ages 17 years old and the least are the students in 18

years of age. Overall, the study reveals high exposure to social media

advertisements among ABM students.

Moreover, when students are grouped according to their age, they

gather means of 3.98, 3.90, 3.90, and 4.24 for ages 16,17,18, and 19 years

old respectively. It was revealed that the students’ overall mean level of

buying decision is 3.96 which is interpreted as high buying decision.

When the respondents were grouped according to gender, it was

revealed that female students are more exposed to social media

advertisements in terms of frequency while male students on the other hand

are more exposed to social media advertisement in terms of level of

engagement. Overall, the respondents demonstrated a high exposure to

social media advertisements.

On the buying decision when grouped according to gender, it was

found out that female students have higher buying decision prior to

advertisements than male students. The average buying decision of the

respondents was then found to be high.

It was further found that there is a moderate positive correlation

between the exposure to social media advertisements and the buying

decisions of students.

Conclusion

Prior to the foregoing finding of the study, the researchers arrived at

 38

the following conclusions:

The exposure of ABM students to social media advertisements affects

their buying decisions in such a moderate positive relationship. Thus, if

students are more exposed to social media advertisements, their buying

decisions are more affected.

The more that the students see social media advertisements, the more

that it affects their buying decisions. As well as, if the students are more

engaged in liking, sharing, and wanted to learn more about the social media

advertisements, their buying decisions are more likely to be affected.

Implications

The researchers conducted a thorough analysis of the survey results

and discovered that students’ buying decisions are greatly affected the more

they are getting exposed to social media advertisements. It is found that these

students are highly exposed to social media advertisements and this is what

made their buying decisions highly affected. It also reflects the increasing

reliance of the younger generations to social media advertisements when it

comes to their purchase processes including their buying decisions. It is clear

that they have been more exposed to social media advertisements.

Recommendations

Based on the results of the study, the following recommendations are

advanced:

Students. They are encouraged to lessen their engagement to social

media advertisements in terms of their liking, sharing, and learning more

about the advertisements in order for them to avoid the effects of it on their
 39

buying decisions. Also, it could help them cope with different challenges and

struggles they face in making buying decisions.

Teachers. Might do an educational discussion regarding the effects of

social media advertisements on the students’ buying decisions. They should

conduct a discussion on how the students could avoid being too much

exposed to social media advertisements.

Parents. Encouraged to open up discussion about the exposure to

social media advertisements of their children. They should be the one to

remind their children about the proper buying decisions that are not affected

by their exposure to advertisements.

Future Researchers. They are highly recommended to do more in-

depth comparative analysis on how are the ages of the students affect their

buying decisions whether or not they are highly exposed to social media

advertisements and discover other factors that affect their exposure to social

media advertisements and their buying decisions.

 40

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 46

APPENDICES

Appendix A
 47

(Survey Questionnaire)
 48

Appendix B

(Permission Letter for Validation)

 49

Appendix C

(Validation of Research Instrument)

 50

Mea
Criteria for Validation
Jury 1 Jury 2 Jury 3 n Interpretation

1. The instrument is
short enough that the
4 5 5 4.67 Outstanding
respondents will be
able to answer within
the allocated time.
2. The instrument is
interesting and has
appeal such the 4 5 5 4.67 Outstanding
respondents will be
induced to respond to it
and accomplish it fully.
3. The instrument can
obtain some depth to
5 5 5 5 Outstanding
the answer and guess
work.
4. The questions and
alternative responses
are neither too 4 5 5 4.67 Outstanding
suggestive nor too not
stimulating.
5. The instrument can
elicit responses, which 5 4 4 4.33 Outstanding
are definite and not
conflicting.
6. The questions are
stated in a way that
respondents can 5 5 5 5 Outstanding
understand them
clearly.

7. The questions are

formed in such a
manner to avoid
suspicion on the part of 4 4 5 4.33 Outstanding
the respondents
concerning hidden
answers on the test.

8. The instrument is
neither too narrow nor 5 5 4 4.67 Outstanding
limited in its content.
9. The answer to the
problems when taken
as a whole could
answer the basic 5 5 5 5 Outstanding
purpose of which the
instrument is designed
and considered valid.
10. The questions are
relevant to the present 5 5 5 5 Outstanding
study.
TOTAL 4.73 Outstanding
 51

Appendix C.1

(Validation: Jury 1)
 52

Appendix C.2

(Validation: Jury 2)
 53

Appendix C. 2

(Validation: Juri 3)