The Influence of Social Media Marketing towards Filipino Buying Behavior

Abstract

The internet as well as social media had a massive impact on the lives of Filipinos. People spend a significant time on social media in all aspects of their lives. Therefore, most businesses extend their products and services on online platforms. Nowadays, different strategies with concern in marketing are performed by businesses in order to attract consumers to make purchases. Some Filipinos usually use various internet platforms to evaluate potential purchase decisions before making a final decision. With that said, what Filipinos see and hear influences their purchase patterns, which has a significant impact on their purchasing habits. This research is about the study of the influences of marketing of social media to the buying behavior of Filipino consumers. The researchers utilized a qualitative research method in this study. A focus group has been done to explore the participant’s experience towards the aspect of their purchasing decision. Purposive sampling was applied as a sampling strategy in order to select participants following a certain criterion which are students, employed and parents. The conclusion has revealed that there has a direct influence of social media marketing strategies on consumer buying behavior, specifically among Filipinos. The researchers recommended performing quantitative research for future research.