1

IMPACT OF SOCIAL MEDIA MARKETING ON BUILDING BRAND IMAGE AND

CONSUMERS’ BUYING BEHAVIOR

CHAPTER 1

INTODUCTION

The Problem and Its Background

The majority of people use social media these days. Some use it for entertainment, while

others use it for business purposes to market their products and services. Many people may become

aware of your brand if you use social media platforms as a tool to market your businesses. Due to

the fact that many people use social media on every day of their lives, it can help market and

promote goods and services to a broad audience and increase the likelihood that your business will

be widely recognized. As can be observed, a lot of businesses use social media as a way to market

and establish their brands. Connecting with customers can be eased by this valuable instrument.

Social media marketing enables businesses and consumers to interact.

Social media plays an important role in shaping brand image and influencing consumer

buying behavior. Through platforms like Facebook, Instagram, TikTok, and YouTube, brands

have a channel to interact directly with their audience, creating a unique image and lasting

impression. Continuous interaction on social media platforms helps consumers increase their

perception of a brand's value, trustworthiness, and relevance. As a result, these perceptions have a

significant impact on consumers' purchasing decisions, as they often rely on social signals,

reviews, and overall experience to guide their choices. Fundamentally, the dynamic interaction

between social media, branding, and consumer buying behavior has become a central aspect of

modern marketing strategy.

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Influencer reviews, product information, and opinions are continuously thrown at

consumers. Social media is an ever-evolving marketplace where customers may ask questions,

participate in debates, and discover new items. Real-time social connections give consumers quick

access to information on products and user experiences, which shapes their opinions and decision-

making. Consequently, social media marketing has a big effect on the whole customer journey,

from first awareness to the ultimate purchase decision.

Significance of the Study

The results of the study would benefit the following:

Consumers. This study provides consumers with insight into the influence of online

reviews on their purchasing decisions, assisting them in making informed choices and promoting

market transparency.

Entrepreneurs. This study will give them insight into how to market their goods on social

media to establish a reliable brand and attract consumers.

Future researchers. This study will be a foundation for their future research. It can help

them in coming up with ideas for their study.

Students. The findings will give students an understanding of how social media marketing

affects fellow consumers' buying behavior and brand image awareness. This study can help them

in making decisions about what brand to purchase on social media.

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Review of Related Literature and Studies

To enrich and broaden the researchers’ perception of the area under study, and to

successfully evaluate the study, the following related literature and studies were reviewed.

Impact of Social Media Marketing on Building Brand Image

Brand image is an important concept in customer loyalty and a decisive factor influencing

the purchase of products and services. In today's competitive business world, customer loyalty is

at the heart of relationship marketing. (Girma, 2021). Measuring and understanding brand image

is essential to both branding research and practice. Empirical research on brand image has

identified numerous ways to measure brand image and highlighted the need to organize them.

(Plumeyer, et. al., 2019).

Brand image plays an important role in building a brand. Brand image is "a set of brand

associations associated with a memory of the brand, usually in a meaningful way" and can be

defined as a combination of a consumer's perceptions and beliefs about the brand. (Surapto, 2020).

Brand image can be considered as a collection of impressions that consumers receive from various

information sources. A brand image embodies the brand's personality. Good branding can help

increase product sales and expand into new areas of the consumer market. A strong brand image

is a major factor that influences consumers' purchasing intentions. (Luo, 2023). Brand image is the

perception of an organization's products and services in the minds of current and future or potential

customers. It influences consumers' perception of a company and is considered one of the

important intangible assets (Agmeka et al., 2019). Overall, researchers found that favorable brand

image and attitude positively influenced purchase intention (Baksi and Panda, 2018). Moreover,
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the intense competition between brands requires companies to establish a unique position for their

brands in the minds of customers and gain a differentiated competitive advantage (Han et. al.,

2019).

In today's world, brand image is a critical part of any organization's success (Hassan et al.,

2020). Branding is a strategy that can be used not only to increase a company's visibility and

reputation, but also to promote the programs and faculty it offers and give it an edge over its

competitors. Furthermore, (Udovita, 2019) confirmed that there is a significant beneficial

relationship between brand image and customer purchasing behavior.

Brand image is widely recognized as an important part of marketing. Brand image is the

perception in the mind of the consumer (Soomro, 2019). Branding can be an important element

for a business as it has a significant impact on a company's strategic planning and overall

organizational performance. This is an important part of the company's brand development

strategy. (Cham et al., 2022). This will help you stabilize your company, keep your competitors at

bay, strengthen your organizational strategy and focus future investments based on your brand

image (Bandaranayake and Wickramasinghe, 2020). You can convey to your customers a brand

image that brings about a change in social consciousness. Brand image is a subjective memory of

a consumer's reaction to a particular brand. Perceived CSR has a significant impact on brand image

and reputation, increasing trust, attitude, and behavioral intention toward airline brands (Han, Yu

et al., 2020)

The study concluded that certain aspects of social media, namely word of mouth,

personalization, and trends, have a significant impact on brand loyalty and brand image by

persuading people to use social media platforms (Mehdi and Kalim, 2023)
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Effective quality and promotion strategies can help increase brand and product awareness,

strengthen brand image, and differentiate products from others (Lu and Navas, 2020). Combining

the two brand concepts can attract attention, change brand image and revitalize brand appeal (Ma

et. al., 2023). Brand image is described as reflecting the brand and associations that consumers

remember. Brand image is what immediately comes to their mind when you present your brand to

your customers. (Singh and Nika, 2019)

Brand image represents the consumer's attitude towards the brand (Mwanzia, 2018). In

conclusion, effective brand image allows customers to identify the requirements that your brand

fulfills and differentiates it from your competitors (Fantaye, 2021). It is the impression formed in

a consumer's mind about a brand's overall personality, which can be expressed through imagined

or real defects and qualities. Brands evoke different emotions in customers depending on the

industry (Belay, 2020). According to Zia et al. (2021), brand image is an inner representation of a

customer's perception of a brand that includes every element of identification, the character of the

product, and the connections and sensations that arise in the customer's mind.

Social media marketing is a common tactic used by successful companies to engage with online

customers, as stated by Elaydi (2018), who discovered that digital word-of-mouth is a key factor

fueling this expanding marketing phenomena. Buying decisions are significantly influenced by

brand image and logo trust, which are the initial stages of the branding process (Kim & Chao,

2019; Kashyap & Chaudhary, 2019). A more positive image of the brand guarantees the

expansion of a loyal customer base and can boost competitiveness (Barreda et al., 2020). The

brand image captures consumers' perception of the company in their minds, surpassing

recognition and reputation (Rasool et al., 2020).

Impact of Social Media Marketing on Consumers’ Buying Behavior

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Social media platforms are designed to link people in the modern digital era to improve

communications among users and influence online purchases. They were further developed by the

widespread use of social media (Jin and Ryu, 2019). Advertising on social networking sites (SNSs)

has a major positive influence on consumers' purchasing behaviors, and SNSs assist users in

making decisions about purchases by lowering their risk of making a purchase and providing

accurate information on digital platforms (Yan et al., 2019). Interests, expectations, values,

attitudes, and behavior all influence the purchases that consumers make. One method of

influencing consumer behavior and, consequently, inspiring their purchasing decisions is through

the use of various digital marketing channels. Consumer purchasing decisions can be influenced

by a variety of factors, including digital marketing channels like online advertising (Sonwaney &

Chincholkar, 2019).

Since customers are looking for more and more inspiration to help them realize their ideal

selves and the lifestyles they aspire to, customer inspiration has grown in importance within the

marketing industry (Rauschnabel et al., 2019). The preference for online communication has

grown as communication technologies have advanced significantly (Ishak et al., 2019). This

change has increased the significance of social media opinion leadership in terms of disseminating

information and influencing purchasing decisions (Djafarova & Bowes, 2021).

The influence of followers positively impacted customers' perceptions of recommended

brands and their intentions to purchase those brands, according to a survey on the effects of social

media micro-celebrities' advertising, primarily on 18 to 31-year-olds (Castillo and Fernández,

2019). Purchasing decisions made by consumers refer to the actions and thought processes they

take to obtain, use, and discard goods and services that satisfy their requirements and preferences.

Forecasting future behavior may be aided by analyzing such a process. Five steps make up the
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decision-making process for consumer purchases; these stages correspond to the stages that

customers go through prior to making a purchase (Qazzafi, 2019).

Social media can be an invaluable tool for marketing campaigns when used wisely to reach

consumers and build personal connections (Appel et al., 2020). Compared to traditional

influencers who are unable to produce, the degree of relatability would uphold a sense of

trustworthiness toward social media influencers. Thus, the influencers' product reviews have a

bearing on what customers decide to buy (Schouten, Janssen & Verspaget, 2020). It has been

discovered that social media celebrities affect the behavior of social media platform users. (e.g.,

Lo & Peng, 2022).

A number of sophisticated business technologies have been implemented in response to

the business changes brought about by the paradigm shift of digital marketing, which has caused

significant changes and shifting in global markets and increased the prevalence of customers'

purchase intentions and power (Poyurak & Softic, 2019). Social media users with a large following

in a particular niche possess the ability to persuade their followers to follow their recommendations

when making decisions (Lou and Yuan, 2019). A marketing perspective is used to evaluate the

pattern of active and passive behavior of social media use. Consumer consumption behaviors on

social media, such as keeping an eye on products, examining advertisements, and reading product

evaluations and ratings, are referred to as passive use (Khajeheian et al., 2020).

According to Dolega et al. (2021), social media is a powerful tool for businesses to increase

sales and customer loyalty by enabling the production and sharing of promotional information,

including text, photographs, videos, and documents. Due to the extensive usage of social networks,

people can easily express their thoughts, engage with other users fast, and shape their perspectives

and decisions. This has inspired some people to dedicate their time to using social media to share
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their thoughts in a professional, semi-professional, and charitable capacity (Audrezet, De Kerviler,

and Moulard 2018). Some of the most successful people have recently been referred to as

influencers (Casaló, Flavián, and Ibáñez-Sánchez 2020b).

The increasing number of shoppers and their increased interest in all things fashion-related,

along with the fact that fashion trends have a significant influence on consumer behavior, are

indicators of the fashion sector's steady expansion in demand (Lang and Armstrong, 2018). In

addition to improving business visibility to consumers, it has been demonstrated that the use of

social media by businesses has successfully increased sales and improved business performances

(Ahmad et al., 2018). Enhancing customer buying interest is a necessary step for online-based

MSMEs actors to enhance the efficacy of company continuity (Saleh et al., 2020).

Social media has enabled the extensive sharing of information, which has strengthened

consumers' purchase decisions (Yaoqi Li et al., 2022). Consumer relationships can be greatly

impacted by social media, which can also have an impact on how they behave and make judgments

about a business, brand, or its goods and services (Hasan, 2020). There has been an increasing

interest in researching the elements that influence consumers' purchase intentions during SMLSs,

and this research has been approached from several angles. The viewpoint of client engagement

has been one of the primary ones. The body of research demonstrates that customer interaction

with live streams can enhance purchase intention through platform visibility, meta-voicing, and

advice on buying affordances (Sun et al., 2020).

Prior studies have shown that social media platforms have a significant impact on how

customers react to a brand or product, raise consumer awareness, shape brand perceptions, and

affect consumers' intentions to purchase (Sehar, Ashraf, & Azam, 2019). As a strategy for

customer involvement and buy intentions, SMEs currently require a digital market to sustain their
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marketing activity (Bismo et al., 2019). After it was recognized that growing industry promotional

strategies may alter customers' opinions of a company and their purchase behaviors, established

the influence of social media marketing (Kumar et al., 2020).

Social media platforms will completely dominate and control marketing activities (such as

promotion, advertising, and campaigns) in the coming years, according to observations made by

earlier studies about the current direction of traditional marketing (Appel et al., 2020; Dwivedi et

al., 2020; Ibrahim et al., 2020). Notably, social media platforms are seen as a prime target for

businesses looking to promote their products and services and as one of the most effective ways

for advertisers to connect with prospective customers. Social media influencers, also known as

"online celebrities," are frequently well-known social media figures who consistently produce and

share valuable and natural content in a knowledge domain, present genuine personas, cultivate

close relationships with a sizable following, and consequently have an impact on followers'

decisions and purchases (Campbell and Farrell 2020; Lou and Yuan 2019).

Theoretical Framework

Figure 1. Theory of planned behaviour

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The Theory of Planned Behavior was introduced by Icek Ajzen in his article "From

Intentions to Actions: A Theory of Planned Behavior" in 1985 with the goal of enhancing the

predictive ability of the Theory of Reasoned Action. These two ideas contend that the ability to

understand one's own moral and cultural values, as well as the social norms of the culture they are

living in, defines one's conduct and attitudes toward particular behaviors. The theory of planned

behavior was also utilized to pinpoint the many perceptions, attitudes, and actions related to gender

preference in product purchasing.

Males and females most likely have different tastes in things and different preferences on

how to get them, according to Mitchell and Walsh's (2004) analysis. The willingness of a person

to engage in a particular conduct determines that person's character. As per the U.S. The presence

of perceived behavioral control, which considers whether a person genuinely feels they have

control over the activities they plan to perform, is the main reason that the Theory of Planned

Behavior is more valid, according to the Department of Health and Human Services (2005).

Other scholars frequently employ the Theory of Planned Behavior to explain the behavior

of consumers. If a person, whether male or female, has the desire to purchase a particular

good, they will do so if they like it. Decision-making procedures that present consumers with a

range of product options. Little is learned about the factors that genuinely influence a consumer's

buying behavior.

Theoretical Implications

The results of this study provide several insights that contribute to the growing social

media marketing literature addressing the role of SMM activities in reinforcing key brand

objectives. First, SMM remains difficult to measure and conceptualize (Godey et al., 2016). The

SMM Activity Measurement Scale developed by (Kim and Co, 2012) was validated by several
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studies in the previous literature, identifying five dimensions of social networks. The combined

effect of these dimensions determines the behaviors that motivate users to use social media.

However, the results obtained in this study show only three dimensions: trends, personalization

and WOM. From the customer's perspective, users participate in online platforms to receive

personalized services, obtain updated information, and share their experiences and other

recommendations. Second, SMM increases brand loyalty. The three identified characteristics of

SMM are among other drivers of loyalty in a network context (Srinivasan et al., 2002). Loyal

customers with a positive attitude and the desire to return to online platforms are motivated by

modern, trendy and informative media. Contrary to previous studies, the direct relationship

between SMM activities and brand equity is weak. Third, the role of trust in social media was

emphasized in this study through the direct impact of SMM activities on brand trust. Trust also

plays a mediating role in the proposed conceptual framework. It plays a full mediating role in the

relationship between SMM activities and brand equity and a partial mediating role in the

relationship between SMM activities and brand loyalty. Social media marketing is a

communication tool used to engage customers and provide them with valuable information about

your brand. Due to the confidentiality and distribution of user information, the main role is played

in the power and intensity of participation in social networks (Pentina and Al, 2013). As a result,

consumers must trust digital content, so trust is developed as another experiment on social

networks. Trust is therefore a key factor in building brand relevance and long-term relationships.

In relationship marketing, trust is a catalyst for building and maintaining long-term relationships

and an equity agent that leads to a unique and differentiated brand value that is imprinted in the

minds of customers.
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Conceptual Framework

Independent Variables Dependent Variables

•Building Brand Image

Social Media Marketing •Consumers’ Buying Behavior

Figure 2. Research paradigm of the study

Figure 2 shows that social media marketing has a significant impact on building brand

image and consumers’ buying behavior. Additionally, Figure 2 shows a relationship between

variables which are social media marketing and building brand image and consumers’ buying

behavior. The goal of this study is to identify the impact of social media marketing on building

brand image and consumers’ buying behavior.

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Statement of the Problem

This study aims to determine the impact of social media marketing on building brand

image and consumers’ buying behavior of CBAA students.

Specifically, this study seeks answer to the following problems:

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

1.1 Age,

1.2 Sex,

1.3 Course, and

1.4 Social Media Platform used?

2. How do the respondents assess the impact of social media marketing on building brand image?

3. How do the respondents assess the impact of social media marketing on consumers’ buying

behavior?

4. Is there a significant difference in the respondents’ assessment on the impact of

social media marketing on building brand image when they are grouped according to their profile?

5. Is there a significant difference in the respondents’ assessment on the impact of social

media marketing on their buying behavior when they are grouped according to their profile?

6. Is there a significant relationship between social media marketing and building brand image and

consumers’ buying behavior?

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Hypothesis of the Study

Ho1: There is no significant difference on the respondents’ assessment on the impact of

social media marketing on building brand image when they are grouped according to their profile.

Ho2: There is no significant difference on the respondents’ assessment on the impact of

social media marketing on consumers’ buying behavior when they are grouped according to their

profile.

Ho3: There is no significant relationship between social media marketing and building

brand image and consumers’ buying behavior.

Definition of terms
The following terminology are operationally defined so that you can better understand how

they are used in this study:

Brand Image. Branding refers to how the public perceives your brand and what your

customers think of their experience with you. Consumer opinion is influenced by many factors,

including the quality of a brand's products, its marketing impression, and the level of customer

service.

Consumers’ Buying Behavior. Consumers’ buying behavior is made up of a person's

views, preferences, plans, and choices around how they will behave in the marketplace while

making a purchase of a good or service.

Marketing. Marketing is an activity that promotes and sells products and services, such

as market research and advertising.

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Social Media. A social network is a means of interaction between people who create, share

and exchange information and ideas within a virtual community or network.

Social Media Marketing. Social media marketing, which is also known as digital

marketing and e-marketing, is an application of social media platforms on which people develop

social networks and share information to grow a company's brand, improve sales, and drive

website traffic.

Scope and Delimitation

This study examines how social media marketing has influenced consumers’ buying

behavior and image of the brand. The researchers are seeking in finding out more about the

relation of social media on consumers’ buying behavior and building brand image. The

respondents in this study are CBAA students school year 2023-2024. Personal information about

respondents, such as their strand, age, and gender will be kept private and used only for research

purposes, in accordance with the Data Privacy Act.

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CHAPTER II

METHOD

This chapter presents the method and procedures for the conduct of the study.

Research Design

To understand the impact of social media marketing on brand image and

consumers’ buying behavior among CBAA students, the researchers used descriptive research

design. Since this research design is the most appropriate to undertake this research study. To

describe and determine if there are significant impact of social media on brand image and

consumers’ buying behavior.

This type of research aims at examining averages, frequencies, and other statistical

computations. Surveys and probability sampling are both used in this quantitative approach. The

descriptive research design was used to collect data regarding social media marketing and how it

impacts the development of brand image.

Research Locale

This research was conducted in Baliuag University Gil Carlos located in Baliwag City,

Bulacan. Given the large number of students, Baliuag University was selected as the research

study's location. We chose this location because students at this university have a wide range of

tastes in purchasing a product, and because they are active on social media, it may affect their

brand awareness and buying behavior.

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Respondents of the Study and Sampling Procedure

The chosen respondents of the research study are selected CBAA students school year

2023-2024. The researchers selected one hundred fifty-nine respondents to participate in this

study. The researchers used the stratified random sampling method and used Slovin’s formula to

determine the number of respondents this study would select. CBAA students were chosen as

research participants since they have different buying behaviors when it comes to choosing a

product that will meet their needs and wants as a consumer. One hundred fifty-nine participants

who choose to take part in the study will receive questions from the researchers.

Computation:

The researchers’ uses Slovin’s calculator with 5% margin of error and 265

total population size, the result is 159 total sample size.

BSA: 170 ÷ 265 x (159) =102

BSBA: 13 ÷ 265 x (159) = 7.8 or 8

BSMA: 82 ÷ 265 x (159) = 49

College of Business Administration and Population Size Sample Size

Accountancy Program
Bachelor of Science in Accountancy 170 102

Bachelor of Science in Business Administration 82 49

Bachelor of Science in Management Accounting 13 8

Total (N)=265 (n)=159

Source: CBAA Dean’s office

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Research Instruments

The instrument used in this study includes survey questionnaires is adapted from the study

of Millicent Belle Tolentino “Effects of Social Media Marketing on Brand Awareness through

Facebook” (2020) and G. Gupta “Assessing the Influence of Social Media on Consumers’

Purchase Intention” (2013).

The questionnaire is divided into three parts:

Part I- The demographic profile of the respondents in terms of Age, Sex, and Course.

Part II- The assessment of the respondents on the impact

of social media marketing on building brand image.

Part III- The assessment of the respondents on the impact of social media marketing

on their buying behavior.

The questionnaire uses a Likert Scale in which the respondents chose among the following:

Strongly Agree (SA), Agree (A), Disagree (D), and Strongly Disagree (DA). The scoring of the

Likert Scale is 4 to 1 for the favorable statements: 4 for Strongly Agree, 3 for Agree, 2 for Disagree,

and 1 for Strongly Disagree.

Data Gathering Procedure

The data was collected between the months of January 2024 to March 2024. A consent

letter for the study will then be provided to the faculty of the College of Business Administration

and Accountancy along with the agreement of the researcher's professor and the academic head of

the university.
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The college faculty received the questionnaire from the researcher for review. All

respondents will complete the questionnaires. The researcher finds it difficult to distribute and

gather the questionnaires. To successfully retrieve all of the surveys, extreme patience and

endurance are required.

The researchers are now able to compile the whole questionnaire from the total number

of respondents. Following the data collection, the researcher will tabulate the findings, which will

serve as the foundation for the data analysis and interpretation.

Validation of the Questionnaire

The researchers selected three validators to validate the survey questionnaire. For approval, the

researchers first go to Dr. Rolando Calma, the dean of CBAA Department. After he gave his

approval, the researchers proceeded to validate the survey questionnaire together with statement

of the problem by heading to Sir Mario Alex Clarin, the professor of the CBAA department, and

Sir Ramadan De Jesus, the principal of the Senior High School. Following their approval, Dr.

Calma reviewed the entire thesis paper, and the researchers then began the survey.

Statistical Treatment of Data

Following the data gathering procedures, all of the raw data were tabulated, calculated, and

evaluated using the proper statistical tools, which included the following:

These are the procedures used to enumerate the information acquired from the responses

of the college faculty, which is statistically analyzed using the data:

Frequency and Percentage Method.

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It will be used to answer SOP number 1 and to present the demographic profile of the

respondents particularly Age, Sex, and Course.

Formula: % = F/N x 100

% is the percentage

F is the frequency

N is the total number of respondents

100 is a constant value.

Weighted Mean.

It will be used to answer SOP 2 and 3 on how the respondents assess the impact of social

media marketing on building brand image and how the respondents assess the consumers’ buying

behavior when the respondent is grouped according to profile.

Formula: X = Fx/N

X is the weighted mean

F is the frequency

r is the weight of each item

N is the number of cases

ANOVA (Analysis of Variance).

This will be used for SOP 4 and 5. To determine if there is a significant difference on

the respondents’ assessment on the impact of social media marketing on building brand image

when they are grouped according to their profile and if there is a significant difference on the

respondents’ assessment on the impact of social

media marketing on their buying behavior when they are grouped according to their profile?

Independent sample t-test

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This will be used for SOP 6. It will be utilized to compare respondents to find out if there

is a significant relationship between social media marketing and building brand image and

consumers’ buying behavior.

The scoring of the Likert Scale is for the favorable statements:

Point Scale Range Verbal Interpretation

4 3.26 – 4.00 Strongly Agree

3 2.51– 3.25 Agree

2 1.76 – 2.50 Disagree

1 1.00 – 1.75 Strongly Disagree

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CHAPTER III

RESULTS AND DISCUSSION

Presentation, Analysis, and Interpretation of Data

This chapter contains the analysis and interpretation of the data and information acquired

significant to the study's general and specific problems as identified in the problem statement.

Table 1

Frequency and Percentage of the demographic profile of respondents in terms of:

Frequency
Demographic Profile Percent
(n = 159)
Age
20 and below 69 43.4%
21 to 25 88 55.3%
26 and above 2 1.3%
Total 159 100%
Sex
Female 106 66.7%
Male 53 33.3%
Total 159 100%
Course
BSA 102 64.2%
BSBA - MM 33 20.8%
BSBA - FM 16 10.1%
BSMA 8 5.0%
Total 159 100%
Social media Used
Facebook 152 95.6%
Instagram 139 87.4%
Youtube 136 85.5%
Tiktok 123 77.4%
Others 26 16.4%
Total 576 362.3%
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Table above shows that the majority of respondents were aged between 21 and 25,

constituting 55.3% of the sample, followed by those aged 20 and below, comprising 43.4%.

Participants aged 26 and above were a minority, making up only 1.3% of the sample. In terms of

gender, females represented a higher proportion, accounting for 66.7% of the respondents, while

males constituted 33.3%. Regarding educational background, the most prevalent course among the

participants was Bachelor of Science in Accountancy (BSA), with 64.2%, followed by Bachelor

of Science in Business Administration with a Major in Marketing Management (BSBA - MM) at

20.8%, Bachelor of Science in Business Administration with a Major in Financial Management

(BSBA - FM) at 10.1%, and Bachelor of Science in Management Accounting (BSMA) at 5.0%.

In terms of social media usage, Facebook was the most commonly used platform, with 95.6% of

respondents utilizing it, followed by Instagram at 87.4%, YouTube at 85.5%, and TikTok at 77.4%.

A smaller proportion of respondents reported using other social media platforms, comprising

16.4% of the sample.

According to Piranda et al. (2022), in the digital age, social media is become an essential

component of millennials' everyday lives. Facebook is a popular social networking platform

among millennials, with over 2 billion active users as of right now. This position Facebook as one

of the social media platforms that users of social media most frequently utilize. A strategy is

required to leverage the Facebook platform as a digital marketing tool in an online marketplace

that is now developing since for some people, having a huge network of users equates to money

and marketing prospects.

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Table 2

Mean and standard deviation interpretation of the respondents’ assessment on the impact of social media

marketing on building brand image

Social Media's impact on Building Brand Std. Rank

Mean Interpretation
Image Dev.

Social media helps brand in improving their 1

3.75 0.44 Strongly Agree
marketing effectiveness.
Social media affects the brand image 2
3.68 0.54 Strongly Agree
because of consumers' review.
The information offered by social media is 7
3.53 0.58 Strongly Agree
relevant to brand's image.
The use of social media helps to make brand 5
3.64 0.52 Strongly Agree
comparison.
Effective connections between a brand and
customers can be built and maintained with 3.65 0.50 Strongly Agree 4
the help of social media.
Social media provides clear information 9
3.26 0.67 Strongly Agree
about a brand.
People's recommendation on social media
contributes to the credibility of the brand's 3.55 0.55 Strongly Agree 6
image.
The brand's image can be better understood 8
3.47 0.57 Strongly Agree
through the use of social media.
Social media advertisement raises brand 5
3.64 0.51 Strongly Agree
awareness.
Social media promotion helps the brand to 3
3.67 0.50 Strongly Agree
gain more sales.
Strongly
Overall Mean 3.58 0.54
Agree
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Table above shows the respondents’ assessment of the impact of social media marketing

on building brand image. Specifically, respondents tended to strongly agree that social media plays

a significant role in enhancing marketing effectiveness (M = 3.75, SD = 0.44), influencing brand

image through consumer reviews (M = 3.68, SD = 0.54), offering relevant information about

brands (M = 3.53, SD = 0.58), facilitating brand comparisons (M = 3.64, SD = 0.52), and building

and maintaining effective connections between brands and customers (M = 3.65, SD = 0.50).

Additionally, respondents strongly agreed that social media advertisement raises brand awareness

(M = 3.64, SD = 0.51) and helps in gaining more sales (M = 3.67, SD = 0.50). However,

respondents slightly agreed that social media provides clear information about a brand (M = 3.26,

SD = 0.67) and strongly agreed that people's recommendations on social media contribute to the

credibility of the brand's image (M = 3.55, SD = 0.55). Moreover, they agreed that the brand's

image can be better understood through the use of social media (M = 3.47, SD = 0.57). In summary,

the respondents’ assessment of the impact of social media marketing on building brand image has

an overall mean score of 3.58 with standard deviation of 0.54 or interpreted as strongly agree.

According to a study by Adiyani et al. (2022), the results confirm that social media has a

significant positive impact on branding and decision-making, and that branding has a positive and

significant impact on students' decision-making. The results of this study will positively contribute

to the development of science, especially in the field of marketing strategies through social

networks to improve brand image and decision-making. The results of this study should make a

concrete contribution to improving product competitiveness and consumer trust.

 26

Table 3

Mean and standard deviation interpretation of the respondents’ assessment on the impact of social media

marketing on consumers’ buying behavior

Social Media's impact on Consumers' Std.

Mean Interpretation Rank
Buying Behavior Dev.
Social media helps improves my
3.47 0.57 Strongly Agree 2
preferences and purchasing habits.

Popularity of products on social media

3.47 0.59 Strongly Agree 2
influences my buying behavior.

I am more likely to purchase a product that

3.26 0.71 Strongly Agree 7
has been promoted on social media.

I am more likely to utilize social media to

3.45 0.58 Strongly Agree 4
seek opinions about products or services.

I am influenced by online reviews when

3.57 0.55 Strongly Agree 1
choosing a product.

Advertisement through social media makes

me more interested in buying a product or 3.37 0.58 Strongly Agree 5
services.

I find it easy to make comparison with

other products I plan to purchase using 3.47 0.58 Strongly Agree 2
social media.

I am more likely to choose a products or

services that are promoted by influencers 3.14 0.76 Agree 8
on social media.
 27

I prefer to use social media when deciding

3.28 0.67 Strongly Agree 6
what to buy.
Using social media platforms improves my
3.46 0.51 Strongly Agree 3
understanding with the product.
Strongly
Overall Mean 3.39 0.61
Agree

The table above shows the respondents’ assessment on the impact of social media

marketing on consumers’ buying behavior. Specifically, respondents tended to agree that social

media plays a significant role in influencing their buying behavior. They agreed that social media

helps improve their preferences and purchasing habits (M = 3.47, SD = 0.57) and that the

popularity of products on social media influences their buying behavior (M = 3.47, SD = 0.59).

Additionally, respondents agreed that they are more likely to seek opinions about products or

services on social media (M = 3.45, SD = 0.58) and that online reviews strongly influence their

product choices (M = 3.57, SD = 0.55). Moreover, respondents agreed that they are more likely to

make product purchases promoted on social media (M = 3.26, SD = 0.71) and that social media

advertisements pique their interest in buying products or services (M = 3.37, SD = 0.58). They

also agreed that social media facilitates easy comparison with other products (M = 3.47, SD =

0.58) and helps improve their understanding of products (M = 3.46, SD = 0.51). Similarly,

respondents agreed that they are more likely to choose products or services promoted by

influencers on social media (M = 3.14, SD = 0.76) and that they prefer to use social media when

deciding what to buy (M = 3.28, SD = 0.67). In summary, the respondents’ assessment on the

impact of social media marketing on consumers’ buying behavior has an overall mean score of

3.58 with standard deviation of 0.54 or interpreted as agree.

Consumers' purchasing decisions are greatly influenced by online reviews. (Qin, Zheng, &

Wang, 2022; Yi, Jiang, Li, & Lu, 2019). By decreasing information overload, review helpfulness
 28

can benefit potential customers (Lee, Hu, & Lu, 2018). Most e-commerce and social media

platforms have recently included a voting feature for review helpfulness; the more votes a review

receives, the more helpful it is (Yang, Zhou, & Chen, 2021).

Table 4

Mean and standard deviation decision and remarks on the respondents’ assessment on the impact

of social media on building brand image when they are grouped according to their profile

Test of Difference

Std.
Demographic Profile Mean F-value p-value Decision Remarks
Dev
20 and below 3.59 0.40
21 to 25 3.58 0.34 Do Not Not
Age 0.810 0.448
Reject Ho Significant
26 and above 3.25 1.06
BSA 3.60 0.36
BSBA - MM 3.59 0.38 Do Not Not
Course 0.830 0.477
BSBA - FM 3.44 0.45 Reject Ho Significant
BSMA 3.63 0.35
1 3.53 0.41
No. of
2 3.52 0.41
Social Do Not Not
3 3.50 0.40 0.900 0.467
Media Reject Ho Significant
4 3.60 0.36
Used
5 3.68 0.36
Demographic Profile Mean StDev t-value p-value Decision Remarks
Female 3.61 0.37 Do Not Not
Sex 1.110 0.272
Male 3.54 0.40 Reject Ho Significant
Reject Ho if p < 0.05

Table above shows that there is no significant difference in the respondents’ assessment on

the impact of social media marketing on building brand image when they are grouped according

to their age (F = 0.810, p 0.448), course (F = 0.830, p = 0.477), no. of social media used (F = 0.900,

p = 0.467), and sex (t = 1.110, p = 0.272) at 0.05 level of significance. Thus, respondents’
 29

assessment on the impact of social media marketing on building brand image are the same across

different demographic profile.

According to a study by Bilgin (2018), social media marketing has a significant and

positive effect on building brand image. This aligns with the results of this current study in

which the majority of the respondents agreed that social marketing has an effect on brand image.

However, this study contributes by adding a new dimension by examining if there is a significant

difference among the respondents’ perception on the effects of social media marketing on

building brand image when they are grouped according to their profile. The result of this study

suggests that the effects of social media marketing on building brand image is assessed similarly

by the respondents despite the differences in their profiles.

Table 5

Mean and standard deviation decision and remarks on the respondents’ assessment on the impact

of social media on their buying behavior when they are grouped according to their profile

Test of Difference

Demographic Profile Mean StDev F-value p-value Decision Remarks

20 and
3.39 0.45
below
21 to 25 3.40 0.44 Do Not Not
Age 0.120 0.884
Reject Ho Significant
26 and
3.25 0.07
above
BSA 3.38 0.42
BSBA -
3.40 0.46
MM Do Not Not
Course BSBA - 0.570 0.639
3.39 0.52 Reject Ho Significant
FM
BSMA 3.59 0.41
1 3.53 0.41 1.360 0.249
 30

2 3.52 0.41
No. of Social 3 3.50 0.40 Do Not Not
Media Used 4 3.60 0.36 Reject Ho Significant
5 3.68 0.36
Demographic Profile Mean StDev t-value p-value Decision Remarks
Female 3.44 0.43 Do Not Not
Sex 1.930 0.056
Male 3.30 0.45 Reject Ho Significant
Reject Ho if p < 0.05

Table above shows that there is no significant difference in the respondents’ assessment on

the impact of social media marketing on their buying behavior when they are grouped according

to their age (F = 0.120, p = 0.884), course (F = 0.570, p = 0.639), no. of social media used (F =

1.360, p = 0.249), and sex (t = 1.930, p = 0.056) at 0.05 level of significance. Thus, respondents’

assessment on the impact of social media marketing on their buying behavior are the same across

different demographic profile.

Pantha (2022) states that social media marketing has a positive impact on the buying

behavior of the consumers. Additionally, it was also stated that the more the consumer uses social

media, the more influenced the buying behavior of the consumer is. This supports the findings in

this study, in which the majority of the respondents agree that social media marketing has an effect

on their buying behavior, but it does not provide specific insights when it comes to the influence

of social media marketing on buying behavior of specific demographics. Therefore, the result of

this study can add on this insight, indicating that there is no significant difference in the

respondents’ assessment on the impact of social media marketing in their buying behavior when

they are grouped according to their profile, suggesting that all demographics experience nearly

similar effects in their buying behaviors caused by social media marketing.

 31

Table 6

Pearson correlation coefficient between social media marketing and building brand image and consumers’

buying behavior

Correlation Analysis

Pearson R 0.651

p-value < 0.001

Interpretation Moderate

Decision Reject Ho

Remarks Significant

Reject Ho if p < 0.05

0 = No Relationship / 0.2 = Weak / 0.5 = Moderate / 0.8 = High / 1.0 = Perfect

Table above shows that there is a significant relationship between social media marketing

and building brand image and consumers’ buying behavior (R = 0.651, p < 0.001) at 0.05 level of

significance. Thus, as social media marketing and building brand image increases, the consumers’

buying behavior also increases.

According to Sağtaş (2022), the impact of social media marketing on credibility and

purchase intention has been found to be beneficial. Based on the study's findings, it can be

concluded that companies can improve the perception of their brand value by implementing

well-thought-out social media strategies. Businesses can benefit greatly from social media
 32

marketing in a number of ways, including enhanced brand loyalty, lower advertising costs and

higher profitability, access to a wide consumer base, and changed brand perceptions into actual

consumer behavior.

CHAPTER IV

SUMMARY, CONCLUSION, AND RECOMMENDATIONS

Summary

This study seeks to determine the impact of social media marketing on consumers’ buying

behavior and building brand image. As indicated by the study's findings, the majority of

respondents were between the ages of 21 and 25, followed by those 20 years of age and below.

Regarding gender, the majority of participants were female. In terms of educational background,

the highest number of participants were Bachelor of Science Major in Accountancy (BSA),

followed by Bachelor of Science in Business Administration Major in Marketing Management

(BSBA-MM). However, the course with the least amount of percentage are the Bachelor of Science

in Business Administration Major in Financial Management (BSBA-FM) and Bachelor of Science

in Management Accounting (BSMA). With regard to social media used, it shows that Facebook

and Instagram were the platforms most frequently used among the majority of CBAA students.

However, TikTok and other social media platforms are used by only a few individuals.

Based on study’s findings on the hypothesis 1 on how do the respondents' assess the impact

of social media marketing on building brand image, it shows that respondents tended to strongly

agree that social media plays a significant role in enhancing marketing effectiveness, and social

media affects the brand image because of consumers’ review.

 33

Additionally, according to respondents’ assessment on the impact of social media

marketing on consumers’ buying behavior, most of them strongly agreed that product choices are

heavily influenced by online reviews, that social media improves their preferences and purchasing

habits, and that the popularity of products on social media affects consumers' purchasing decisions.

They also agreed that consumers are more likely to choose goods or services that social media

influencers recommend.

The result of the study on hypothesis 2 shows that there is no significant difference in the

respondents’ assessment on the impact of social media marketing on building brand image and

consumers’ buying behavior when they are grouped according to their profile. Therefore, the

assessments expressed by respondents on the contribution of social media marketing to the

development of brand image and their buying behavior are similar between different demographic

profile.

Furthermore, the study's findings on the hypothesis 3 shows that there is a significant

relationship between social media marketing and the development of a brand's image and

consumer buying behavior. Therefore, as social media marketing and building brand image

increases, the consumers’ buying behavior increases as well.

Conclusion

Out of all the social media platforms, Facebook was found to be most often utilized by

CBAA students, with only a small percentage of users using TikTok and other platforms. This

concludes that businesses using Facebook to promote their goods and services have a higher

chance of reaching a large number of people.

 34

Majority of the respondents strongly agreed that social media improves marketing

effectiveness and has an impact on brand image due to customer reviews. This indicates that

people's support for a brand is influenced by the reviews they read in social media. Therefore,

brands with positive online ratings stand a better chance of attracting consumers and gain sales,

but those with negative ratings could result in a decline in sales.

Highest percentage of participants strongly agreed that product choices are significantly

influenced by online reviews based on their assessment of how social media marketing has

impacted their buying behavior. The researchers concludes that consumers are likely to choose

goods or services based on positive online ratings, whereas poor reviews discourage them from

making a purchase.

The results of the study show that, when respondents are categorized based on their

profiles, there is no significant difference in their evaluations of the influence of social media

marketing on building brand image and customer purchasing behavior. This implies that

respondents' assessments on developing a brand image and their buying behavior are not impacted

differently by their differences in age, gender, course, and social media platforms they used.

The study's conclusions also show a strong correlation between social media marketing

and the development of the brand's image as well as consumer buying habits. Social media

marketing can enhance a company's growth and reputation, but it may also negatively impact a

business if consumers have negative online assessments about it. Thus, a strong correlation occurs

between social media marketing, brand image development, and consumers’ purchasing behavior.

Recommendations
 35

Based on the foregoing results and discussions the following recommendations are being

proposed:

1. Researchers advise business owners to focus and consider online reviews as it

could help them in improving their products, and since based on the findings,

respondents strongly agreed that social media affects a brand’s image due to

consumer reviews and that they are impacted by online reviews when choosing a

product.

2. To help consumers in understanding brands and the advantages and benefits that

come with making a purchase, the researchers recommend businesses to provide

more information about the products and services they market on social media.

3. Since based on our findings, Facebook and Instagram are both with the highest

percentage of respondents utilized among social media platforms, the researchers

recommend brands to create a captivating message on Facebook and Instagram to

emphasize unique offers, products, and services as it requires consistency in

branding.

4. Researchers encourage brands to create more engaging content when promoting

on TikTok in order to attract people to use the platform, which is helpful for

increasing brand awareness and establishing connections with a broad audience,

given that the results show that the least number of respondents use TikTok.

5. According to the data supplied, the majority of respondents are between the ages

of 21 and 25, with those under the age of 20 following closely behind. Given this,

the researchers recommend to the future researchers that it may be advantageous

to customize any future surveys or programs to better interact with this group,
 36

while also making efforts to include and understand the viewpoints of participants

aged 26 and up, regardless of their minority status.

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