Social Media Marketing on the Buying Behavior...

Social Media Marketing on the Buying Behavior of College Students

Author Name : Irish Jill Decatoria-Condino, Marie Nicole Rockwell, Ronel V. Sudaria, DBA

ABSTRACT In today's rapidly evolving modern age, technology plays an indispensable role in shaping our daily existence. The advent of the internet has not only transformed communication but has also introduced numerous social media platforms, providing individuals with unprecedented avenues for interaction and expression. Among these users, students stand out as a key demographic, growing up alongside technology and demonstrating a natural proficiency in navigating digital tools and platforms. This study investigates the influence of social media marketing on the buying behavior of college students, particularly those at Central Mindanao University (CMU). It aims to analyze the impact of social media marketing, examine the specific buying behaviors of students, and ascertain the relationship between social media marketing and students' purchasing decisions. The study utilized a quantitative research design, employing a survey questionnaire distributed to 125 CMU students during the 2023-2024 academic year. The research identified the types of social media platforms and content that influence student purchases, the frequency of social media usage, and the correlation between these factors and buying behavior. Results indicated a moderate influence of social media platforms on purchasing decisions, with students showing high social media usage but relatively low impact from specific content. The findings underscore the potential for businesses to enhance engagement by creating more compelling content and leveraging targeted marketing strategies. This research contributes to the expanding knowledge base on social media marketing and consumer behavior, offering valuable insights for marketing professionals, academic researchers, and students themselves. The study emphasizes the need for continuous innovation in social media marketing to meet the evolving preferences of the student demographic