IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-2p3558-3572.html
   My bibliography  Save this article

The Relationship of Social Media Marketing on Consumer Buying Behavior among Accountacy, Business and Management Students

Author

Listed:
  • Arbie G. Diano

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines)

  • Jacob Lacandula

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines)

  • Alija Rose A. Venturanza

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines)

  • Myca Jane A. Dela Torre

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines)

  • Ellaine Zaicy Batican

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines)

  • Reo Madred E. Peña

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines)

  • Kenneth A. Pondang

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines)

Abstract

This study examined the consumer buying behavior of Accountancy, Business, and Management (ABM) students and its relationship with social media marketing using a descriptive-correlational research design. It investigated how social media engagement, reach, and click-through rates influenced brand awareness, purchase intent, and social sentiment among 300 randomly selected ABM students. The findings revealed a strong positive correlation (r = .804, p

Suggested Citation

  • Arbie G. Diano & Jacob Lacandula & Alija Rose A. Venturanza & Myca Jane A. Dela Torre & Ellaine Zaicy Batican & Reo Madred E. Peña & Kenneth A. Pondang, 2025. "The Relationship of Social Media Marketing on Consumer Buying Behavior among Accountacy, Business and Management Students," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(2), pages 3558-3572, February.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-2:p:3558-3572
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-2/3558-3572.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/the-relationship-of-social-media-marketing-on-consumer-buying-behavior-among-accountacy-business-and-management-students/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hendra Pratama, 2017. "The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty, The Rule of Customer Satisfaction as a Mediating Variable," GATR Journals gjbssr469, Global Academy of Training and Research (GATR) Enterprise.
    2. Matthijs Meire & Kelly Hewett & Michel Ballings & V. Kumar & Dirk van den Poel, 2019. "The Role of Marketer-Generated Content in Customer Engagement Marketing," Post-Print hal-02509303, HAL.
    3. Khurram, Mehreen & Qadeer, Faisal & Sheeraz, Muhammad, 2018. "The Role of Brand Recall, Brand Recognition and Price Consciousness in Understanding Actual Purchase," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 219-241.
    4. Janusz Wielki, 2020. "Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kumar, V. & D. Hollebeek, Linda & Sharma, Amalesh & Rajan, Bharath & K Srivastava, Rajendra, 2025. "Responsible stakeholder engagement marketing," Journal of Business Research, Elsevier, vol. 189(C).
    2. Jan Ole Krugmann & Jochen Hartmann, 2024. "Sentiment Analysis in the Age of Generative AI," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 11(1), pages 1-19, December.
    3. Eigenraam, Anniek W. & Eelen, Jiska & Verlegh, Peeter W.J., 2021. "Let Me Entertain You? The Importance of Authenticity in Online Customer Engagement," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 53-68.
    4. Wen Zhang & Yuting Yang & Huigang Liang, 2023. "A Bibliometric Analysis of Enterprise Social Media in Digital Economy: Research Hotspots and Trends," Sustainability, MDPI, vol. 15(16), pages 1-21, August.
    5. Raghavendra Prasanna Kumar & Arindam Banerjee & Zahran Al-Salti & S. Ananda, 2024. "Technology acceptance model and customer engagement: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1062-1076, September.
    6. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    7. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    8. Xiuping Zhang & Jaewon Choi, 2022. "The Importance of Social Influencer-Generated Contents for User Cognition and Emotional Attachment: An Information Relevance Perspective," Sustainability, MDPI, vol. 14(11), pages 1-18, May.
    9. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    10. Zheng, Zuolong & Li, Ziying & Zhang, Xuwen & Liang, Sai & Law, Rob & Lei, Jiasu, 2023. "Substitution or complementary effects between hosts and neighbors’ information disclosure: Evidence from Airbnb," Journal of Business Research, Elsevier, vol. 161(C).
    11. Gandhi, Mohina & Kar, Arpan Kumar, 2022. "How do Fortune firms build a social presence on social media platforms? Insights from multi-modal analytics," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    12. Goic, Marcel & Rojas, Andrea & Saavedra, Ignacio, 2021. "The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 118-145.
    13. Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.
    14. Peter Gallo & Ján Dobrovič & Veronika Čabinová & Petra Pártlová & Jarmila Straková & Bohuslava Mihalčová, 2021. "Increasing the Efficiency of Enterprises in Tourism Sector Using Innovative Management Methods and Tools," Social Sciences, MDPI, vol. 10(4), pages 1-13, April.
    15. Hussain, Shahid & Seet, Pi-Shen & Qazi, Asim & Salam, Abdul & Sadeque, Saalem & Shar, Sanaullah, 2025. "Brand loyalty and repurchase intention in the face of opportunistic recalls: The moderating role of perceived dialogical CSR communication," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    16. Emini, Adelina & Zeqiri, Jusuf, 2021. "The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 256-266, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    17. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    18. Janssens, Bram & Schetgen, Lisa & Bogaert, Matthias & Meire, Matthijs & Van den Poel, Dirk, 2024. "360 Degrees rumor detection: When explanations got some explaining to do," European Journal of Operational Research, Elsevier, vol. 317(2), pages 366-381.
    19. Rajan, Bharath & Salunkhe, Uday & Kumar, V., 2023. "Understanding customer engagement in family firms: A conceptual framework," Journal of Business Research, Elsevier, vol. 154(C).
    20. Hartmann, Jochen & Heitmann, Mark & Siebert, Christian & Schamp, Christina, 2023. "More than a Feeling: Accuracy and Application of Sentiment Analysis," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 75-87.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:issue-2:p:3558-3572. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.