Demetrio P. Salipsip, Jr., Phda
Jacqueline L. Lucero, RL, MaEdb
Suzanne Llanera, MBAc
aResearch Director and Professor, Enderun Colleges; bChief Librarian and Associate Editor, Enderun Colleges, cProfessor, Enderun Colleges
Social Media, online purchasing, consumers, social media users, social media influence
Social media plays an important role nowadays in the lives of millions of people all over the world; thus, it shifts many of the industries' operations in order to cope up with the rise of technological advancement that keeps on driving the consumers and the business owners in dealing through different platforms. This study shows the respondents' behavior on how and why they use social media and how it affects their decision in terms of purchasing. Significantly, it shows that they are greatly influenced by social media in terms of buying products; however, more than half of the respondents don't give feedback online. There is also a High to Very High significance level of social media influence across gender and age. It is also to note the most sought products online by the respondents, the top social media platforms that they are utilizing, and their purpose of using it.
Enderun Colleges Scholarly Review, Volume 3, Issue 1.
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