Authors: Rizanne Gabrielle A. Cepe, Arriane Kristine P. Cruz, Vernice Jiane D. Macunan, and Neil T. Awit

Issue: 2021-2022

Abstract:

The study’s purpose was to get a deeper understanding of The Moderating Role of Selected Social Media Platforms and the Impact of Social Media Marketing on the Buying Behaviors of Senior High Institution Students in Intramuros, Manila in selecting tertiary schools. Researchers used a quantitative method in this study, modifying a questionnaire from a prior study titled “Social Media Influencers: Impact on the Buying Behavior of Selected Gen Z Students in Intramuros, Manila” to measure the respondents’ buying behavior. Results showed 54.8% of respondents are 16-17 year-old students. With 356 frequencies, Facebook was the most popular platform among respondents. Most respondents spent 4-6 hours each day on social media, accounting for 147 frequencies or 36.8% of respondents. The data indicates that there is no significant difference in buying behavior based on demographic profile. Simple linear regression was used to assess how social media marketing influences the buying decisions of senior high school students. Social media marketing has a considerable impact on respondents’ overall buying behavior. A moderation test was used to investigate the moderating influence of social media in the impact of social media marketing on purchasing behavior, using Decision Process as the predictor, buying behavior as the dependent, and social media marketing as the moderator. Results show no significant main effect found between Decision Process and buying behavior; significant interaction found by social media marketing on the effect of the decision process on purchasing behavior; and there is a significant main effect of social media marketing on buying behavior.

Keywords: Buying Behavior, Social Media Marketing, Social Media Platforms.