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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
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    References listed on IDEAS

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    1. 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.
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    3. 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.
    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.
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