CAINTA CATHOLIC COLLEGE

CAINTA, RIZAL

SENIOR HIGH SCHOOL DEPARTMENT

The Impact of Social Media Advertisement to Consumer’s Buying Decision Process

A Research Proposal
presented to the Faculty of Senior Highschool Department

Cainta Catholic College

Cainta, Rizal

in partial fulfillment

of the requirement for the course

Practical Research in Daily Life 2 (Quantitative Research)

Aloba, Cassandra Maxine

Concepcion, Juliana Arabela A.

De Leon, Angellee Nazairene V.

Concha, John Julius Aldwin C.

Flores, Kean Jevon B.

Lopez, Vincent B.
 Chapter I

Problem and Its Background

Introduction

With social media platforms being a big part in the way people interact today, more

information is distributed through them. Social media platforms are an arena used to advertise

and inform the world. Private people engage and interact more online which make it necessary

for companies and organizations to also be present there in order to reach and connect with

their target groups. They create their own pages where they make updates about their

organization. Their pages are open for the public which allows anyone to see their posts. Some

people choose to “follow” the page of the organization to receive notifications about the activity.

Social media platforms are important tools of communication. They provide information and

allow ways to present oneself in a context where others actively have chosen to listen which put

their language usage in focus (Agresta, et al., 2010:2).

The term social media is a computer-based technology that facilitates by sharing thoughts,

ideas, and information through virtual networks and communities. Since the late 2000s, the

demand of the consumers on using social media platforms have been constantly rising and since

then, the world starts to witness that online networks are becoming the bridge for global

interactions just through "sharing" and "following". Moreover, Social media is continually used

as a platform to conduct marketing and advertising activities for businesses. The major objective

of social media advertising is to sell a product which may be goods or services. Businesses

across the world have spent a substantial amount of money, time, and resources in this venture

to ensure they connect with their target customers and never disregard their potential customers

in different locations. Although, there are always challenges on social media advertisement that

can affect the process of the consumer’s buying decision and businesses to successfully attract

customers and motivate them to purchase their product.

 The buying-decision process is the path that customers take while considering a

transaction with the business. In addition, the buyer decision process is also called the consumer

decision process which is composed of problem or need recognition, information search,

evaluation of alternatives, purchase, and post-purchase behavior. Furthermore, the buying

decision process begins when the consumers become aware, able to determine their needs and

evaluate alternative options to make a purchase decision. Understanding the consumer buying

decision process is significant for any business, although it is more beneficial to eCommerce

businesses that can create unique opportunities. Especially on advertising using social media.

However, compared to traditional street-side businesses this may cause disadvantages.

Everything that shows or that is related to any social media advertisement should be

informative and is accurate to the product or service that are being advertise, misleading

information or any description that is not accurate about your product is punishable by law.

According to the Republic Act No. 7394 Article 110. False, Deceptive or Misleading

Advertisement- “It shall be unlawful for any person to disseminate or to cause the dissemination

of any false, deceptive or misleading advertisement by Philippine mail or in commerce by print,

radio, television, outdoor advertisement or other medium for the purpose of including or which

is likely to induce directly or indirectly the purchase of consumer products or services.”. Giving

false information in your advertisement about your product can confuse the possible consumer

that are thinking to purchase your product. This will affect their decision process on whether to

purchase your product, since they are given false information. Giving the right and accurate

information is a must when it comes to advertising, this will impact the consumer decision buying

process since they are thinking to purchase your product base on the information that are given

to them by the advertisement.

Now, we researchers find it very optimistic on how people or consumers react. Some

consumers who are seeing their advertisements are being frustrated because it may be
interfering with their work or what they are currently doing. On the other hand, some consumers

are becoming more interested about the product that is being advertised.

This study aims to show the journey of the consumers when considering a purchase or

transaction. Moreover, determining the impact related to social media advertisement to the

buying decision process of a consumer. Our study will provide an idea to those who are planning

to advertise their product through social media.

Background of the Study

Social Media are websites and applications that enable users to create and share content

or to participate in social networking. It is a digital tool that allows users to quickly create and

share content with the public. According to Hudson (2020), what makes social media unique is

that it is both broad and relatively uncensored. While many social media companies impose

some limitations—such as taking down images that display violence or nudity, there are much

fewer limitations on what someone can share than there with other means of mass

communication like newspapers, radio stations, and television channels.

Living in modern age where majority of social communications take place online, social

media has a great impact on how people interact. It is a tool that is becoming quite popular these

days because of its user-friendly platforms such as Facebook, Instagram, Twitter and more are

giving people a chance to connect with each other across distances. Furthermore, social media

can be a source of income by creating your own page, posting videos that may help other people

and by advertising content you are making in your other social media like YouTube or Kumu.

Many successful businessmen are highly dependent on the use of social media because it

captures millions of users from all over the world.

 Social Media is a great tool that can be used to advertise businesses and offers many

benefits as it allows almost everyone to instantly reach out to their consumers and to gain the

attention of more people or potential customers. Social Media can also be a strategy in

advertising, which is called Social Media Marketing. It is the use of social media platforms to

connect with your audience to build your brand and increase sales. This involves publishing

great content on your social media profiles, listening and engaging your followers, analyzing

your results, and running social media advertisements. As stated by Duggan, M. et al (2015)

Facebook is the most popular social media platform used by people, he said that 71% users of

the internet are using Facebook and more than half of these users are 65 and older. Today,

social media has variant ways to be used, one example is advertisement.

Advertisement is the promotion of a product, brand or service to public in order to attract

consumers, interest engagement and sales. Advertisements are a guaranteed method of

reaching an audience. By creating an engaging ad, and spending enough to reach many users,

advertisements can have an immediate impact on business. This effect could be seen in

improved trade or boosted brand recognition, among many different metrics (Adjust). It is

proposed that, through a reconstructive memory measure, this advertising data influences how

and what customers recall. Buyers may come to accept that their previous item experience had

been as recommended by publicizing (Braun,1999).

Advertisement is a good way to help the brand be more known and to grow more.

Advertising has benefits which can help your business grow — increase foot traffic, introduce

new products, generate leads, highlight production enhancements, get traffic to a web page,

improve brand awareness, spread the word about product sales or promotion, immediate online

sales, lift brand image, standout from the competition, increase order value and convert “window

shoppers” to actual buyers (Hessinger, 2018).

 Just as David Thomas (2018) said, social media advertisements are one of the quickest

and most effective ways to connect with your target audience. These advertisements provide

plenty of profitable opportunities and are a great way to boost your digital marketing

campaigns. These small advertisements utilize all the data users share on social media to

offer highly personalized and relevant content, which ultimately expands conversion

opportunities and introduces your brand to more potential customers. As more and more

brands are getting on board with social media ads, it's important to understand how this

advertising medium works. Social Ads are an incredibly profitable and versatile advertising

channel that give us the ability to build specific campaigns on social media to meet a selection

of different business goals at relatively low costs.

Social Media as WOM (Word of Mouth) can be much of a great help to advertising and

has a great impact to consumers and future consumers. The concept of word-of-mouth (WOM),

introduced in the 1950s, has been built by the internet. According to Arndt (1967), WOM is a

“person-to-person communication between a receiver and a communicator whom the receiver

perceives as non-commercial regarding a brand, product, or service.” WOM is a primary source

of information for consumer buying decisions, shaping attitudes, perceptions and expectations

of brands, products and services, and impacting all phases of consumer decision-making: from

product awareness to selection and post-purchase evaluation. WOM has gained new

prominence today as a result of greater inter-connectedness of people on social media. Online

or electronic word-of-mouth (eWOM) is a form of WOM where internet users provide reviews

and ratings to all kinds of products, brands and services on review sites. It is defined as “any

positive or negative statements made by potential, actual, or former customers about a product

or company, which is made available to a multitude of people and institutions via the Internet”.

Electronic WOM can be spread in many ways, on social media platforms or the comments

sections on e-commerce sites; and the information disseminated is rarely available through

company-led marketing communications. Content generated by internet users, who are also
consumers, is generally perceived to be independent of commercial influences. This trust makes

consumers go to forums, blogs and other unbiased social media sources to gather information

for purchase decisions.

Social Media Advertising claims to attract more consumers since a lot of people spend

most of their time scrolling through social media, there are some sort of advertisements that can

pop-up or be seen in their homepage, in this way consumer’s get curious and interested on what

you’re are advertising. The researcher’s study also claims to make business grow more through

means of social media advertising as it exposes the brand itself and the product you are

advertising. The more ads you have, the more engagements to the public and can attract

customers more. Lastly, promotions through way of ads are not just the way to advertise, WOM

or word of mouth is also helpful to draw the attention of consumers as it lets people now their

experiences and feedbacks in a certain product/service. In this way, consumers will have the

urge to try or buy your products.

To understand more about the research, we also need to understand and know more

about the how consumer recognize their needs, search for information, evaluates their choices,

purchase and their post-purchase reaction or what we call “Consumers Buying Decision

Process”.

The buying decision process is the decision-making process used by consumers

regarding the market transactions before, during, and after the purchase of a good or service. It

can be seen as a particular form of a cost–benefit analysis in the presence of multiple

alternatives. This claims to help consumers become wiser and have a fruitful decision in

purchasing a product.

Common examples include shopping and deciding what to eat. Decision-making is a

psychological construct. This means that although a decision cannot be "seen", we can infer

from observable behavior that a decision has been made. Therefore, we conclude that a
psychological "decision-making" event has occurred. It is a construction that imputes a

commitment to action. That is, based on observable actions, we assume that people have made

a commitment to affect the action.

Herbert A. Simon sees economic decision-making as a vain attempt to be rational. Simon

claimed (in 1947 and 1957) that if a complete analysis is to be done, a decision will be immensely

complex. Simon also wrote that peoples' information processing ability is limited. The

assumption of a perfectly rational economic actor is unrealistic. Consumers are influenced by

emotional and nonrational considerations making attempts to be rational only partially

successful. He called for replacing the perfect rationality assumptions of homo economicus with

a conception of rationality tailored to cognitively limited agents.

In the Consumer Buying Decision Process, there many situations that may lead a

consumer to recognize a problem to exist. The most common situation leading to problem

recognition by a consumer is the depletion of the stock of goods that he uses. By promotional

activities, marketers try to trigger drives in consumers. Through different promotional activities,

marketers try to create a discrepancy between actual and desired states of consumers. Such a

situation will trigger problem recognition in consumers. The availability of a product makes

customers aware of it, making them feel to have one of those. Such a feeling may also lead to

problem recognition. Information search have a relative influence on sources that varies with the

product and buyer. Generally, the consumer receives the most information about a product from

commercial sources-those controlled by the marketer. The most effective sources, however,

tend to be personal. Personal sources appear to be even more important in influencing the

purchase of services. Commercial sources normally inform the buyer, but personal sources

legitimize or evaluate products for the buyer. When the consumer is on the purchasing stage,

the consumer will buy the most preferred brand. But two factors might influence the purchase

intention and the purchase decision. The first factor is the attitudes of other people related to the

consumer. The second factor is unexpected situational factors. The consumer may form a
purchase intention based on factors such as expected price and expected product benefits.

However, unexpected events may alter the purchase intention. Thus, preferences and even

purchase intentions do not always lead to actual purchase choice.

As stated by Boztepe (2012), consumers today are now considering and more preferring

to environment-friendly products. Due to this reason, companies have begun to form their

promoting procedure as promising as it can be to appeal increasing awareness of this

environment-friendliness. On the other hand, Chen, K. et al., (2019) said that “We first consider

a centralized system where the seller chooses between two pricing policies: markdown pricing

and markup pricing under a centralized system, and find that the seller will not adopt a markup

pricing policy.”

The enhanced variety and amount of information online has improved the ability of

consumers to make better consumption choices, and has opened up new opportunities for

information search because of low search costs. Results on search engines are now often

dominated by user content and opinions. The impact of the internet varies on the various stages

of decision-making. Initially, the internet supported only the information search stage, but recent

trends in social media, online decision aids and recommender systems have extended the

internet’s influencing role to all the decision stages. For online decision-making quality, besides

time costs and the cognitive costs of acquiring and processing information, other influencing

factors include perceived risk, product knowledge and trust. Internet or web skills have also

assumed importance: the higher the amount of internet use by consumers, the more likely they

will use it for decision-making. The essential difference in decision quality between offline and

online settings can be attributed to the technology available online, including access to the varied

sources of information and decision aids, which have the potential to help consumers make

better quality decisions (Aksoy and Cooil, 2006).

 Years have passed with the rising of online communications and the rapid growth of social

media, many consumers start to begin its largest engagement on social media through

interaction such as forums, Twitter, and social networking sites like Facebook, WhatsApp,

Instagram, some video hosting sites like YouTube. Since social media has occupied an

important position as a communication tool, it is now considered as the most effective way to

advertise anything.

In today’s business world, social media is being discussed on a daily basis and have quickly

changed today’s marketing approach. This phenomenon has taken over the marketing and

advertising industries and has become a norm for any business to use social media marketing

and advertising. It is one of the most used platforms nowadays to attract customers as it could

interact and engage with customers and has changed the way they handle their efforts to attract

customers. It is enabled to make conversations with its customers thus build trust and goodwill.

People started using social media to share their experiences, information, reviews and warnings

about certain products and has become a venue where people want to see new products in their

news feed. Product reviews seen online are now being referred to by other people as a guide

for future purchases, so it is very important to build an effective presence in social media.

Currently, there is no better and cheaper way than social media to advertise a product or inform

promos and product release.

There are studies made that consumers who are influenced by social media are most

likely to spend more on purchases. Most internet users are more likely to discover new products

and brands via social media advertisements and half of internet users are likely to buy products

they see advertised on that day. In the new world we live in today, social media advertising has

even become a new trend, this tool has the power to influence and clearly has the power to

affect one’s purchasing behavior and can even transform a consumer to a loyal customer.
 Thus, given the brands’ connection between consumers, it increases brand awareness

and builds a strong identity for your product and business. It offers the brand an opportunity to

be well known and spread their product to the public and anytime they can reach the consumers

and stay engaged to them and be able to respond to their concerns quickly. However, there are

downsides of social media advertising on consumer’s behavior and that is when you commit a

mistake, there’s no other way to inspect and correct your wrong without suffering a backlash.

Consumers are free to talk about the difficulties they face when dealing on your business on

social media which can affect your future consumers.

Significance of the study

The researcher’s study can play such a huge role in the society as this research can

spread awareness to businesses on how they can fulfil the needs of consumers and learn more

about the response of the public to social media advertisements. This study can also increase

exposure, awareness and shows presence to consumers. This study is of significance and

interest to various stakeholders. The study mainly affects the below:

Scholars and Academicians

Researchers can use this study to facilitate further research on other sectors especially

those that are related to social media platforms. The study provides baseline data that assists

people to carry out similar studies among other organizations where the business environment

is similar.

Companies and Organizations

 The study assists online retailers to increase their profits by utilizing their sales

opportunities. The study also helps online retailers through social media to adapt to the changing

consumer tastes and preference to avoid heavy losses when stocks pile up. The research also

aims to serve as an indicator to potential companies of how they can tap into the market niche

of the youth via social media sites.

Youth

Since most youth interact with social media in making decision relating to purchases of

their choice, the findings of this study can be used to help the youth population establish the

factors that impact on their choices based on the different stages of buyer decisions.

Online Consumers

Often, online shoppers are not aware of the factors that impact their decisions. The

research provides measures required to ensure that consumers purchase quality products that

suit their needs.

Future Researchers

This study can serve as added information and guide for future researchers throughout

their research if they will tackle the same topic.

Theoretical Framework

The Consumer Decision Making Process Theory which was proposed by an

American philosopher, psychologist, and educational reformer whose ideas have been
influential in education and social reform, John Dewey (1910). His theory states the five (5)

stages of decision making of a consumer wherein it outlines the journey a customer takes before,

during and after making a purchase. Analysis of this process can help people to establish more

viable marketing strategies which may help any marketer in their business. Consumer’s decision

can be complex and can be based on comparing, evaluation, selecting when purchasing a

product or service and upon opinion of a fellow consumer to a particular product. This theory

provides information, understanding, and realization about the basic problem of the consumer

decision making process for marketers to make their product and services contrasting from

others in the marketplace.

5 stages of consumer decision making process:

Stage #1: Problem or Need Recognition

A purchase won’t happen without the determining your need or problem. Need

Recognition is recognized as the first and crucial part of this process because if the consumer

does not determine his/her need or problem then he will not look forward into purchasing a

product. The buying process starts when people recognized that they have unsatisfied need,

while unsatisfied need actually arises when consumer satisfaction differ from his or her present

level of satisfaction. The need can be triggered by internal stimuli (such as a headache) or

external stimuli (jealousy over a neighbor’s new car). Regardless of what triggers the need, this

decision-making process begins the moment a potential customer becomes aware of a problem

that needs resolution (Dewey J., 1910). Need recognition occurs when a consumer identifies

a need and thinks of a product that might meet this need. Often times, consumer encounter

problems where they feel like their missing out on something or feeling the need of a certain,

and this stage of consumer decision making process fulfills it as it allows as it allows the

consumer to evaluate or determine his problem or need. Consumers have certain fundamental
needs that can be satisfied in quite simple ways but when it need some complex requirements

it becomes a problem, and the natural response to this is to seek solution which lead to search

of information.

Stage #2: Information Search

Once the consumer recognizes his need, he then finds a way in satisfying his need.

Therefore, the second stage applies in the situation, information search. This stage concerns

gathering information which leads the consumer in moving into purchasing decision. Information

Search matters a lot to a consumer wherein it allows them to know more about the information

of the product/service to be purchased. Moreover, this stage implies awareness to consumers

so that they will not be disappointed, unsatisfied and easily tricked by some marketers.

Information search are categorized into two—internal and external research. Internal Research

refers to the consumer’s memory or recollection about the product/service, this is mostly about

personal experience of the consumer. External Research occurs when the consumer does not

have prior knowledge about a product, and this leads them to searching for information from the

internet, from friends and family and from product reviews. Nowadays, social media become the

major tool for this kind of research to read and see what other people writing and saying about

other brands. Moreover, marketing efforts at this stage should increase the amount of

information available to consumers about products they are searching for.

Stage #3: Evaluation of Alternatives

This stage is where you weigh your options and thinking wisely about purchasing a

product. In simple words, this stage is called as consideration set. This stage happens when a

consumer evaluates the product or service that he/she is going to purchase and seek for option

which has the ability to deliver the same features that the consumer is looking for. Consumers

can be significantly influenced by their attitude as well as the degree of involvement that they

may have with the product or service. When it has been determined by the customer on what
product or service can satisfy their need, they will start seeking out the best available option.

These evaluations differ based on quality, price or any other factor which are very important for

customers. They may compare prices or read reviews and then select a product which can

satisfy them the most (Lumen). Consumers must be able to effectively assess the value of all

the products or brands they are going to consider purchasing before they can move on to the

next step of the decision process.

In order for a marketing organization to increase the likelihood that their brand is part of

the consideration set for many consumers, they need to understand what benefits consumers

are seeking and specifically, which attributes will be most influential to their decision-making

process. It is important to note that consumers evaluate alternatives in terms of the functional

benefits that they offer. The company also needs to check other brands of the customer’s

consideration set to prepare the right plan for its own brand.

Stage #4: Purchase Decision

This is stage is where the purchasing takes place. Purchase Decision is where the

consumer has formed his intention on buying the product as he have already determined,

evaluated his desired product and identified the value of it. In this stage the consumer has

validated all the possible products or services options and has come up with a logical conclusion

which is either based upon the influence from marketing advertisement or upon emotional

connections or personal experiences or may it be combination of both. Moreover, if we want to

get specific in retailing Levy & Weitz (2004) says that consumers may not buy the product which

is the highest in the list of evaluation, for sure it gives the great benefit but it may not be available

in the store or it risks outweigh the potential benefits.

The final purchase decision can be disrupted by two factors according to Philip Kotler,

Keller, Koshy and Jha (2009). First, the negative feedback of others and our level of motivation
to comply or accept the feedback. And secondly, the decision may be disrupted due to a situation

that one did not anticipate, such as losing a job or a retail store closing down. During this stage,

the consumer must decide the following: from whom he should buy, when to buy, and whether

to buy.

Stage #5: Post-Purchase Behavior

The final stage of the consumer decision making process is how the customer feels after

completing the purchase. Post purchase behavior it is when the purchase or a product or service

has been made. This is when the customer assesses whether he/she is satisfied or dissatisfied

with a purchase. This where the consumer’s feedback takes place, the consumer continuously

evaluates if the product/service is useful and for them to know if they made the right decision on

purchasing the product. If the product or services matched the expectations of the consumer,

they might influence the other potential consumers which will increase the popularity of the

product and may lead to a successful business.

The Consumer Decision Making Process Theory which was proposed by John Dewey

helps the researchers as it sheds a better light for understanding on how the consumers may

react to advertising through means of social media and it gives assistance to the researcher’s

study to determine the possible effects that consumers may possibly face.

This theory relates to the study as is states numerous positive attributes to the

researchers’ study. Moreover, the researcher’s study focuses on the buying behavior of

consumers in terms of advertising through social media so it can contribute and may serve as

the foundation of the study. First and second step is most likely not related to the study, but at

some ways, these two steps are how consumers react base on John Dewey’s theory, and part

of this study is consumers behavior. Third step ‘evaluate the alternatives’ has the strongest

relation with social media advertising comparing with other steps. The theory is most likely

pointing to consumers behavior before and after their purchase, which possibly is also how will
they react once they seen any advertisements online or even in any advertising way. As stated

on step number one, ‘Problem or recognition’, the step where the consumers need to have an

idea that they have to buy any product. When it comes to advertising, the advertisement gives

us the idea on what that product might benefit us, anything that the consumers see online will

make them think of that product, by that time they see a product, the consumers have now an

idea about that product and they recognize it, they are now thinking of whether they will purchase

the product or not. Thus, researchers totally believe that social media advertising have an impact

on consumer purchasing behavior, and recommend marketing managers whose working in the

industry for both brand direct marketing or as retailers to design their social media advertising

as a comparative advertising.

Consumer Decision Making Process Model

The model of John Dewey’s Consumer Decision Making Process Theory given above shows the

step-by-step process of how consumers determine, evaluate, and make decisions for their

problem of need.
 In addition to this study, Aristotle’s Persuasive Appeal can be applied. The Aristotle’s

Persuasive Appeal consists of three (3) elements: ethos, logos and pathos. The Greek

philosopher Aristotle established the art of rhetoric which allows a writer to make a text

persuasive by implementing three kinds of arguments referred to as appeals. He claimed that

these are persuasive strategies that support a writer’s statement in a text. Logos, is the appeal

which depends on a text’s logic and rationality. Ethos relies on the character of the author and

his/her moral and ethics. Pathos is the appeal based on the reader himself/herself and on the

emotions evoked in the reader from the text. These appeals build Aristotle’s triangle of rhetoric

which is a rhetorical model used as a persuasive strategy. In order to achieve the maximum

effect of persuasion all three appeals should be applied. It is a recognized technique within sales

and marketing (Bonn, n.d. [www])

These appeals may have an impact to Social Media Advertisements as it can affect

consumer’s decision or observation in Social Media Advertisements. The advertisements shown

on social media will surely appeal to the audience in many ways, in their emotions, character or

logic. Advertising as a form of persuasive discourse is heavily loaded with persuasive appeals.

According to Kotler & Keller, this advertising “aims to create liking, preference, conviction, and

purchase of a product or service. Some persuasive advertising uses comparative advertising,

which makes an explicit comparison of the attributes of two or more brands” (2009, p. 505).

When we discuss about the persuasive nature of advertisement, we should never forget

about the significant role of ethos. Ethos is eternity based on the truthfulness of presenter. It

always appeals to a clout, sincerity and trustworthiness. “Ethos emphasizes the speaker’s

credibility and trustworthiness” (Samuel-Azran, Yarchi, & Wolfsfeld, 2015, p.154-55). It

increases the reliability and supports the decision-making process. As a result, the audience can

identify right and wrong about the subject presented there. Advertising should always be guided

by ethics. The ethos of promotion has view to that extent the advertising behavior, judgment and

performance must have a set of ethical principles of high-quality behavior (Danciu, 2014). In the
marketing ethics is a tremendously fundamental feature for which status, trustworthiness and

achievement thrive on (Singh, 2014).

Feelings that the consumer will associate with the advertising message” (2017, p. 264). It

is used by advertiser relatively to the value of audience. Makers of the adverts create those types

of advertisement which bring emotional connection with consumer. Consequently, the consumer

is more likely to connect with advertisements of those brands which have emotional and rational

principles and information (Rizwan, Pirzada, Sohail, Nadeem, & Murid, 2013). Pathos appeal

captures the attention of consumer to products and services. Advertising looks for entire

consumers into acquiring definite goods and services. It is always appealing to emotions and

common sensibilities (Bolatito, 2012). The aim of this advertisement is to extend their market.

To achieve this goal emotionally, the language is be keenly designed to touch the emotions of

consumers. It is very effective for getting people’s attention.

Advertisements are moreover driven by emotion as well. It is a call to the audiences’

sentiment with compassion and empathy. For Garver (1994), these emotions are normal human

emotions, but the emotions of people and motivate to feel is vital here rather than reading and

listening. It touches a nerve full of feelings and moves consumers to do intended action. Nicolini,

Cassia, & Bellotto identified that “Emotional appeals generate positive or negative ethics of the

presented subject matter. Logic is used to differentiate one product and service from other too.

The rational faculty is used by receivers and makers of the advertising to differentiate

competitor’s products (Rizwan, Pirzada, Sohail, Nadeem & Murid, 2013). The Rational appeal

guides consumer with skill to select the good option avoiding another unnecessary one. One

has to be so watchful while dealing with it that it can be confusing and misleading sometime. It

is also understood as drug which has positive and negative consequences. The Logos gives the

comprehensive reasons. In logical appeal, fact, data and information are presented in

advertisement in consistent manner. It, using logos, gives consumers the proof about how the

product works. The logos of an advertisement can be the direct facts about the products and
services. Logical appeal is very straightforward and drags audience to think about the services

and products. Advertising agencies should be aware while producing the resources for

influencing other and responsible for signing up methodical and logical ideas that would be

organized in for hunting the advertising objectives (Coker & One, 2012). By means of such

persuasive appeals, the advertisers fulfill their major goal to persuade the consumer to purchase.

Sometime in the name of the awareness, they indirectly manipulate the psyche and way of

thinking.

Logic encourages audience to think critically about what is presented there. It directly

appeals to our intellect. In Encyclopedia of Rhetoric, Sloane (2001) however logos were

observed as massively influential in experience and object as well. So, it is always supported by

information, figures, facts and statistics.

In addition, the Aristotle’s Persuasive Appeal plays a role in the Consumer Buying

Decision Process. The three appeals: Ethos, Logos and Pathos affects the consumer when

identifying the need, evaluating, gathering information and purchasing products seen from

social media advertisements.

Conceptual Framework

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Social Media Consumer's Decision

Advertisement Making Process
• Paid Advertisements • Need Recognition
• Photo Advertisements • Information Search
• Video Advertisements • Evaluation of Alternatives
• Pop-up Advertisements • Purchase Decision
• Forums • Post-Purchase Behavior
• Word of Mouth
 The paradigm was prepared to show the conceptual model used in the study to analyze

the implication of social media advertisement significantly affects the consumer purchasing

behavior. The independent variable, Social Media Advertisement will be variety of paid

advertising, photo ads, video ads, forums, pop-up ads and WOM or Word of Mouth. On the

other hand, the dependent variable, Consumer’s Decision-Making Process includes the

following: Need Recognition, Information Search, Evaluation of Alternatives, Purchase

Decision and Post-Purchase Evaluation.

Statement of the Problem

This research answers the following questions:

SOP 1. What impact does the social media advertisement have to the respondents with

reference to Aristotle’s Persuasive Appeal?

1.1 Ethos

1.2 Logos

1.3 Pathos

SOP 2. What are the changes the social media advertisement have brought to the buying

decision process of the respondents in terms of?

2.1 Information Search

2.2 Evaluation of Alternatives

2.3 Purchase Decision

SOP 3. How does social media advertisement affect the buying decisions of the following

respondents? What are the impacts of social media advertisement to the consumers buying

decision process?
Hypothesis of the Study

Alternative hypothesis: Social media advertisement has an impact to the consumer decision

process.

Null hypothesis: Social media advertisement has no impact to the consumer decision process.

Scope and Delimitation

The researchers are well aware on conducting the study on the perspective of every

consumer would be a significantly fitting approach. The researchers have distinguished that

there are many available studies which provide better understanding based on social media

advertisement on behalf of the entrepreneurs or businesses, but the consumers are lack of

understanding to identify the possible effects on social media in their purchasing behavior. The

general intent of this study is to provide enough information to consumers, that their purchasing

behavior depends on what they see on social media. Also, this study wants to help the

advertisers on how to improve their advertisement information for them to have more sales.

This study covers selected participants of the consumers since all of us is considered as

a purchaser of the municipality of Cainta. This study was limited on social media advertisement

only. The researchers gathered all information about the possible effects of social media

advertisement on consumers purchasing behavior. This study will be conducted within a limited

amount of time framework and also financial resources.

Definition of Terms

Advertisement

- It refers to the promotion of a product, brand or service to a viewership in order to attract

interest, engagement and sales.

Brand

- It refers to a product, service, or concept that is publicly distinguished from other products,

services, or concepts so that it can be easily communicated and usually marketed.

Business

- It refers to an organization or enterprising entity engaged in commercial, industrial, or

professional activities.

Consumer

- It refers to the one that utilizes economic goods.

Marketer

- It refers to the one that promotes or sells a product or service.

Product

- It refers to an item offered for sale, can be a service or an item.

Social Media

- It refers to any digital tool that allows users to quickly create and share content with the

public. Social media encompasses a wide range of websites and apps.

 Chapter 2

Review of Related Literature

Effect of Social Media to Consumers

- According to M. Sadiq Sohail, Ibrahim Al-Jabrn, et al. (2017), the goal of this study is to

raise awareness of the factors that impact consumer perceptions towards social media

marketing and social media use. The paper presents a research paradigm evaluating

ideas of a rational approach to action, which explores the determinants of user behaviors

towards the use of social media ads and the consequent effect on the use of social media.

In Saudi Arabia, data for the analysis was obtained from 372 customers. The model was

evaluated using the Partial Least Square method using a two-stage procedure model

estimation and model significance checking. The data support much of the conclusions

in brief six of the nine theories tested were accepted while three were not supported. The

results extend and deepen our perceptions of the factors that shape user perceptions

towards social media marketing and usage in Saudi Arabia.

- As stated by Elsevier B.V., (2017), in order to conceptualize commercial importance and

customer perceptions towards ads, this research was conducted. The study was built

within the analytical context of Ducoffe's (1995) advertising reputation model to expose

the impact of the source of ads on the interpretation of legitimacy. The purpose of the

research is to understand source derogation in terms of reputation in order to produce

advertising value and a positive outlook towards advertising initiated via the social

network of Facebook. In this regard, to produce and incorporate product promotional

messages, the study used three different sources: an associative reference group, an

aspirational reference group and marketers themselves. This study showed substantial

variations in the creation of commercial meaning and the establishment of a positive

 attitude towards advertising as these three independent categories, which have different

source derogations, generated the product-related message.

- According to Seyedeh Sepideh Alavi, Iman Mehdinezhad and Bita Kahshidinia (2019),this

paper provides a systematic scient metric analysis of the impact on ads of social

networks. The research utilizes the Scopus database to conduct the survey as a search

engine. The analysis covers 1216 of the most cited data over the period 1983-2019 to

better understand the evolution and identity of this group. To evaluate author distribution,

region, individual and institutional level productivity rankings, qualitative and quantitative

data analysis techniques are used. The study shows that social media was jointly

analyzed with gender and behavior in terms of keywords and the highest participation

rate was maintained by researchers from the United States. The study also shows that

there has been good cooperation between China and United States researchers. There

were also impressive partnership between researchers from one side of the United States

and other countries in the United States.

- Dwivedi, Yogesh K., Kapoor, Kawaljeet Kaur and Chen, Hsin (2015) said that in these

modern days of digitized living, social media has recently got tremendous fame as a highly

impactful communication medium. To encourage participatory engagement among

companies’ groups, societies, organizations, customers, communities, platforms and the

like, it has been placed on a pedestal across various streams. With many of its practical

applications, including social media marketing (SMM), this topic has received increased

attention in the literature, being elaborated, examined and documented by many studies.

This study aims to bring together the current social media marketing studies to present a

summary of seventy-one papers that will bring together the many aspects of this quickly
 progressing form of media marketing. The surface limitations of social media literature

have also been established and potential research directions have been offered.

- M. Nick Hajli (2015), stated that social media has played a vital role for both the

consumers and business. It has given various opportunities for consumers to socially

engage on the internet. Due to technology, most consumers now use social media to

check on products and services. This gave the business as well the opportunity to reach

out easily to consumers and be known in their industry. A study via multidisciplinary model

was created to establish the role of social media into social commerce. The study has

shown that trust has significant effect on the purchasing decision of the consumers. The

research provided the result, implication, limitation and recommendation that can be used

as reference.

- According to Elisabeta Ioanas and Ivona Stoica (2014), technology has significantly

influenced the consumer’s purchasing behavior. Most companies now have social media

pages to advertise their products & services because of the impact it has shown on their

business. They take advantage the opportunity it has given to easily connect with

consumers. This study was sent to 116 respondents to analyze the impact of social media

to consumer behavior. Univariate and bivariate analysis were conducted to arrive on a

conclusion and true enough it was concluded that social media has direct and changing

impact on the purchasing behavior of the consumers.

- Dr. Helal Alsubahg (2015) stated that the business’ ability to reach out to its consumers

has been drastically changed by the power of technology. Majority of the world population

now use internet on their day-to-day life and activities. With this development, companies

now have found it easier to connect with their consumers and to advertise their products
 and services. This study focused on the impact of social networking on consumer

behavior. Noticeably, it has been the habit of most consumers to browse or look into the

net prior buying something. Respondents of this study are male & female who are 18

years and older. Data gathered were used to analyse the influence and effect of social

networking sites such as Facebook on consumers’ behaviour.

- According to Khim Yong-gho, Cheng Suang and Zhijie (2015), social media has greatly

influenced the consumers and marketer’s behaviour however there seems to be a lag in

the economic value despite the popular use of social media. This analysis led to the

study on the analysis of the impact of community contect from a user and marketer’s

perspective. It has shown that the contect of the social media affects the purchasing

behavior of the consumers through information & persuasion. Overall, the study was

able to establish that a User Generated Content ( UGC ) has stronger impact than a

Marketer Generated Content ( MGC).

- As stated by Michael Putter, Marketing strategy and advertising has gone a long way

already due to the power of technology. Previously, business owners around the world

use the traditional marketing tools like print ads, television, newspaper and magazines

to promote their companies. IT has changed drastically due to technology. Social media

gave them the opportunity to easily reach out to their target market. Social network is

now considered one of the most strategic approach to enable the business to shape the

consumer’s brand perception and influence their intention to buy or purchase.

- Henry Boateng and Abednego Feehi Okoe (2015) stated that social media advertising

has proven to be popular for practitioners and researchers. Various studies are being

done to establish its impact to consumers’ behaviour. This study in particular was set to
 establish the relationship between consumer’s attitude toward social media advertising,

their attitude and response.

- According to Izian Idris, Siti Suhana, A Ahmad and Christine Mei Kee Wong (2020), Social

media is everywhere. It is the most effective platform to conduct marketing and

advertising campaigns. Most companies now set budget on social media ads because of

its popularity and capacity to reach out to a lot of consumers. Despite its popularity, it’s

been a challenge also for business to effectively put up or design their social media

advertising to gain consumer’s awareness. This study was set to establish the elements

that might gauge the effectiveness of social media to Malaysian Millennials purchasing

power. Respondents were 200 millennials of Malaysia. After thorough evaluation, it was

found out that there are four (4) factors that affect the Malaysian Millennials to buy

products that are advertised online, these are advertising appeal, informativeness,

perceived relevance and emotional-based evaluation. Result of the study aims to help

Malaysian business owners to effectively carry out their marketing plans and

advertisements via social media.

- As stated by Dwivedi, Yogesh K, Kapoor, Kawaljeet Kaur and Chen Hsin, social media

marketing and advertising has received increased attention in the literature with many of

its practical applications including social media marketing (SMM) being elaborated,

analyzed, and recorded by many studies. This study is aimed at collating the existing

research on SMM to present a review of seventy-one articles that will bring together the

many facets of this rapidly blooming media marketing form. The surfacing limitations in

the literature on social media have also been identified and potential research directions

have been offered. Social media has recently gained tremendous fame as a highly

impactful channel of communication in these modern times of digitized living. It has been
 put on a pedestal across varied streams for facilitating participatory interaction amongst

businesses, groups, societies, organizations, consumers, communities, forums, and the

like.

- As Alhaddad (2015) stated that in recent days, social media advertisement has created

new strategies and gained more advantage over the traditional street-side businesses. In

addition, by the use of social media platforms the marketing communication is becoming

precise, personal, interesting and social. The role of this study is to analyze how a

company seizes the opportunity given by social media platforms to create brand

awareness, brand image and overcome challenges. The study is all about the role of

social media on advertisement which raises awareness through brand equity.

Effect of Consumer Buying Decision Process to Consumers

- According to Adnan Veysel Ertemel (2019), consumer purchasing behavior is also

defined as the mechanism by which people search for, pick, purchase, use and dispose

of products and services to meet requirements is consumer decision-making. This study

was designed to address the key question about the impact of social media ads on

customer purchasing behavior in the very active sector of the fashion retail industry, then

identify the variations in the name of brands and consumer demographics if there were

differences in this relationship. Results showed poor relationships between social media

ads and consumer need recognition by electronic questionnaires conducted for

customers living Istanbul-Turkey, no connection at all with evidence search, strong

relationship with alternative assessment and moderate relationship for both purchasing

decision and post-purchase behavior as these steps reflect the five steps that need

recognition. In addition, the results showed no improvements in this relationship with

respect to the age and level of education of the customer. However, improvements have
 occurred between women and men in relation to the understanding of customer needs

and the quest for information. In addition, among other income classes, more changes in

income between social media ads and evaluation of alternatives, especially for

consumers, earn more than 5,000 TL.

- As studied by Alawan A. (2018), the users of social media are now widely being used as

a platform to oversee marketing and advertising activities. Still, organization are always

being challenge on how can they create a social media advertisement that will help them

gain more customers and give them reasons to purchase their product. Consequently,

his study focuses to define and examine the main factors that are related to social media

advertising that could forecast buying intention. His study hopefully aims to have

theoretical and practical guidelines to advertisers on how they create an impactful plan to

their advertisement over any social media.

- Sreejesh, et. Al (2020) stated that the rate of Marketers that use social media as an

advertising platform are increasing, and doing that, marketers like particularly interactive

social media, because according to them the platforms allows consumers to socialize and

network better. Even so, in this media, awareness is frequently restricted towards main

objective only as an outcome of the amount of interactivity, therefore the way of the

consumer’s feedback to the advertisement is being affected.

- Martins J., et. al (2019) for the past few years, smartphones users have steadily

increased. The method on how consumer respond with sellers has differ owing to the

convenience of internet connection on smartphones, and “ubiquitous mobility”. Based on

their collected data, the outcome revealed that advertising value, flow experience, web

design quality, and brand awareness explain what drives consumer to purchase.
- According to Hamouda M. (2018) marketers should not only focus on the way they

entertain viewers on their advertisement, but they also should focus on the content of

their ads. Moreover, Facebook must be detailly integrated by tourism practitioners in their

marketing strategy as it gives effects to the attitude and consequent behavior of the

consumers mainly when the company is using social media advertising has good

corporate influence or character.

- According to Oyza (2015) stated that Social media gained rapid growth and prominence

within a few years of its occurrence. Since then, it is used as a medium to socialize and

most individuals awed by the transformation of communications processes especially

among generation Z. Furthermore, by the use of social media some organizations started

with basic marketing strategies by simply raising awareness of their product and services.

Therefore, her study focuses on analyzing the benefits and limitations of social media as

a strategic tool for organizational marketing management.

- According to Song & Yoo (2015) social media received much attention due to its rapid

development and popularity. Therefore, there are limited studies to evaluate the effect of

social media during the pre-purchasing stage. In addition, their study aims to assist

businesses to understand consumers behavior regards social media and develop

appropriate marketing strategies. Furthermore, the study indicates the outcome of social

media that has a positive impact with the consumers purchase decision.

- As Kwahk & Kim (2016) stated that the effects of social media on consumers purchase

decisions in the e-commerce environment are essential and many e-commerce sites start

to engage in social media to easily reach out to their target customer. Thus, social media
 interaction has a significant positive effect on social impact transfer factors and a trust in

online vendors. The study offers a theoretical research model and reveals the different

impacts of normative and informational social influences on consumer buying decisions.

- Ramya & Ali (2016) stated that there are factors that influence the consumers purchasing

decision. These factors include social, cultural, economic, personal and psychological. In

addition, identifying these factors on behalf of the consumer becomes wiser when it

comes to purchasing a good or product. In Particular, marketers benefited by

understanding how consumers make buying decisions, which allows them to develop

suitable marketing strategies and be able to offer new opportunities to their business.

- As studied by Qazzafi (2019) The buying decision process also called the consumer

decision process used by consumers when considering a market transaction before,

during, and after the purchase of a service or good. Moreover, consumers purchase the

products when the need arises, and the consumer uses all five stages of the consumer

buying decision-making process, which is problem/need recognition, information search,

evaluation of alternatives, purchase decision made and post-purchase evaluation.

- According to Ovidiu Ioan Moisescu (2015), one of the fundamental dimensions of brand

equity brand recognition is also considered to be a prerequisite for the purchase decision

of customers, as it is the key factor for including a brand in the consideration package.

Due to familiarity with the brand and its features, brand recognition can also affect the

perceived risk perception of consumers and their trust in the purchasing decision. Brand

perception, on the other hand, can be represented in at least two facets, unassisted

(brand recall) and assisted (brand recognition), each of which has a more or less powerful

impact on purchase decisions and perceived risk assessment. On the one hand, this

paper aims to reveal the importance of unassisted brand awareness when it comes to the
 purchase decision of customers and on the other hand, the importance of aided brand

awareness when determining the perceived risk associated with the purchasing decision.

- According to Omar & Atteya (2020) the digital marketing communication is generally used

as an online advertising, marketing through email and mobile and gives informative

details regarding a product or service. Moreover, the channels and ideas of digital

marketing are used individually and operationally, although understanding the effects of

various digital channels on consumer buying decisions is still progressing. The study aims

to analyze the impact of digital marketing channels on the consumer buying decision

process in the Egyptian market.

- According to Ram Komal Prasad and Manoj K. Jha (2014), the marketers have the ability

to enhance their marketing strategies by knowing and understanding the matter which

common in different consumer decision model that were studied by earlier researchers

and scholars of marketing management. In the present study we have attempted to find

the major clue for purchase decision making and we have also elaborated that different

buying decision model which are beneficial in marketing literature like consumer

psychology (how the consumers think, feel, reason, and select between various

alternatives), the psychology of how the consumer is being influenced by their

surroundings, actions while shopping, consumer comprehension abilities etc. and they

are concentrated as how marketer can enhance their ways to persuade the customers

successfully.
 Chapter 3

Methods and Procedure

This chapter contains what method is used to conduct the research, subjects of the study,

sampling technique, instruments used, procedure of data gathering and statistical treatment of

data.

This chapter looks at the various research methodologies and research methods that are

commonly used by researchers in the field of information systems. The chapter starts off by

providing a comprehensive introduction research. The research methodology and research used

in this research is acknowledged and discussed. The study methods are one of the most

important parts used to judge the overall quality of the paper. A research method is a strategy

used to implement that plan. Research design and methods are different but closely related,

because good research design ensures that the data you obtain will help you answer your

research question more effectively. Every research student, regardless of whether they are a

biologist, computer scientist or psychologist, must have a basic understanding of statistical

treatment if their study is to be reliable.

Research Methodology

The research methods used to conduct the study are non-experimental and survey

method. Non-experimental method because the study does not need to be experimented to the

respondents as they are experiencing already whenever they purchase or whenever they see

social media advertisements. In the survey method, the researchers will be handing out survey

questionnaires to the respondents through the use of internet. The researchers will be asking

the respondents about their experiences and knowledge about the study. The data gathered will

guide the researchers throughout the study.

Subject of the Study

In this non-experimental study, ten 10 classes (sections) of Cainta Catholic College will

be selected to participate in the process. Ten 10 sections will comprise the non-experimental

group. Two sections coming from the Accountancy, Business and Management (ABM) Strand,

Six of the 10 sections will be from the Science, Technology, Engineering and Mathematics

(STEM) Strand and the last two sections will be coming from the Humanities and Social Sciences

(HUMMS) Strand. The subjects and the respondents of this study will be the Grade 12 senior

high school students of Cainta Catholic College. A total of three hundred and forty-one (341)

students. However, the target respondents will only be 150 students.

Sampling Technique

Non-probability (convenience) sampling will be utilized in this research. The Grade 12

STEM, ABM, and HUMMS students of Cainta Catholic College will be the respondents for this

research, since the researchers are studying in the same school and it will be simple for the

researchers to gather data. The groups will be selected based on their compatibility on the

researcher’s study. The researchers will be sending out the questionnaire through online and

will explain the procedure on how to access the link to the questionnaire and the instructions on

how to answer them.

Research Instruments

This research entitled “The Impact of Social Media Advertisement to Consumers Buying

Decision Process” is quantitative research. The research instrument of this study is a survey that

is performed in the form of a questionnaire through Google Forms. With only one opportunity to

collect the data, the researchers had to determine exactly what information was needed and
develop the questionnaire to fulfill the research objectives based on the statement of the

problem, while the clarity of the survey questionnaire being a dominant factor.

Survey questionnaire allows the collection of a large amount of data from a sizable number

of respondents. It is also a logical and critical approach which allows the researcher to control

the measurement and outcome of the study. The researchers chose not to perform any in-depth

interviews with the targeted respondents, as the findings could be difficult to interpret because

of the subjectivity of the values and attitudes of individuals. Moreover, with the growing cases of

the coronavirus (COVID-19), the health of the researchers may be harmed, and the analysis

may be postponed. However, the survey was not created simply as a compilation of quantitative

data, so there are few open-ended questions where respondents may have an opportunity to

comment, convey or add extra details.

The logical set of questions was organized primarily on the basis of the steps taken during

the decision-making process, including problem recognition, information search, evaluation of

alternatives, purchase decision, and post purchase behavior and the Aristotle’s Persuasive

Appeal which includes ethos, pathos and logos. Researchers seek to investigate the impact of

social media advertisement on the buying decision process from a consumer's perspective.

There are also several questions that are related to the beliefs and attitudes of individuals, which

are presented in the form of scale questions. It was necessary to ensure statistical assumptions

to be made in such a comparatively impartial manner. Likewise, a few open-ended questions

also allow people to establish their own responses and may reveal attitudes or facts.

The questionnaire was sent to the following students of Cainta Catholic College through online:

1. Accountancy, Business and Management (ABM)

A. ABM B Our Lady of Guadalupe- 33 students

B. ABM C Our Lady of Grace- 29 students

 2. Science, Technology, Engineering and Mathematics (STEM)

A. STEM A Our Lady of La Salette- 36 students

B. STEM B Our Lady of Light- 36 students

C. STEM C Our Lady of Lourdes- 33 students

D. STEM D Our Lady of Manaoag- 36 students

E. STEM E Our Lady of Mercy- 37 students

F. STEM F Our Lady of Perpetual Help- 23 students

3. Humanities and Social Sciences (HUMSS)

A. HUMSS A Our Lady of Miraculous Medal- 38 students

B. HUMSS B Our Lady of Mount Carmel- 40 students

The overall population of the respondents is 341 but the target respondents will only be

150. The questions were designed in English and the participation was voluntary.

Validation of Instruments

Five (5) experts will validate the questionnaire. Their corrections and suggestions will be

included in the questionnaire to provide a better questionnaire for the respondents. The 341

students stated in the sub-parts of Chapter 3 are not the validators of the research but they will

be the respondents to answer the survey questions.

Procedures of Gathering Data

Stage I deals with researching for the nearest standardized questionnaire related to the

researcher’s study and passing it together with the study’s statement of the problem (SOP).

Stage II deals with the subject teacher correcting the standardized questionnaire provided by

the researchers. After correcting, the subject teacher gives back the questionnaire to be fixed

by the researchers.
Stage III deals with the researchers formulating questions for the survey questionnaire for the

respondents.

Stage IV deals with the researchers looking for experts for content validation of survey

questionnaires for surveying the respondents. Five (5) experts will be the one to validate the

questionnaires. They are Entrepreneurship and Marketing teacher, Marketing and Business

graduates, online seller and businessman/woman.

Stage V deals with the researchers creating Google forms online survey sheets as way of Cainta

Catholic College Grade 12 Students survey method.

Stage VI deals with the handing out of questionnaires to the respondents through social media,

specifically, Facebook Messenger.

Stage VII deals with the researchers gathering all the data from the answered survey questions

by the respondents.

Stage VIII deals with the tabulating, analyzing and interpreting the gathered data using several

statistical tools.

Statistical Treatment of Data

The data collected will be tabulated and will be submitted for statistical treatment, specifically for

question number 3.

For problem number 1, this study will use weighted mean associated with respective scales and

verbal interpretation on the four-point Likert-scale to calculate the participant’s responses and to

measure the Impact of Social Media Advertisement to the respondents with reference to

Aristotle’s Persuasive Appeal.

The problem number 1 will be described using a four-point Likert-scale with corresponding verbal

interpretation as follows:

Range Scale Verbal Interpretation

3.25 to 4.00 4 Very True of Me (VT)

2.50 to 3.24 3 Somewhat True of Me (ST)

1.75 to 2.49 2 Somewhat Untrue of Me (SU)

1.00 to 1.74 1 Very Untrue of Me (VU)

For problem number 2, this study will use weighted mean associated with respective scales and

verbal interpretation on the four-point Likert-scale to calculate the participant’s responses and to

measure the Changes of the Social Media Advertisement have brought to the Buying Decision

Process of the Respondents.

The problem number 2 will be described using a four-point Likert-scale with corresponding verbal

interpretation as follows:

Range Scale Verbal Interpretation

3.25 to 4.00 4 Strongly Agree (SA)

2.50 to 3.24 3 Agree (A)

1.75 to 2.49 2 Disagree (D)

1.00 to 1.74 1 Strongly Disagree (DS)

Lastly, for problem number 3, in order to determine the significant difference/relationship

between Social Media Advertisement and Consumer Buying Decision Process, this study will be

utilized using Analysis of Variance (ANOVA).

 CHAPTER 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents, analyses and interprets the data obtained in the study. For a clearer

vison of the presentation in the discussion, the data below are presented by the following order:

(1) Impact of Social Media Advertisement on the Respondents with reference to Aristotle’s

Persuasive Appeal Ethos, (2) Impact of Social Media Advertisement on the Respondents with

reference to Aristotle’s Persuasive Appeal Pathos, (3) Impact of Social Media Advertisement on

the Respondents with reference to Aristotle’s Persuasive Appeal Logos, (4) Impact of Social

Media Advertisement on the Respondents with reference to Aristotle’s Persuasive Appeals, (5)

Changes of the Social Media Advertisement has brought to the Buying Decision Process of the

Respondents in terms of Information Search, (6) Changes of the Social Media Advertisement

has brought to the Buying Decision Process of the Respondents in terms of Evaluation of

Alternatives, (7) Changes of the Social Media Advertisement has brought to the Buying Decision

Process of the Respondents in terms of Purchase Decision, (8) Changes of the Social Media

Advertisement have brought to the Buying Decision Process of the Respondents and (9)

Significant Relationship between the Impact of Social Media Advertisement on the Respondents

with reference to Aristotle’s Persuasive Appeal and the Changes of the Social Media

Advertisement have brought to the Buying Decision Process of the Respondents.

Obtained Weighted Mean on the Impact of Social Media Advertisement on the

Respondents with reference to Aristotle’s Persuasive Appeal Ethos

In this study, Table 1 reveals that the Impact of Social Media Advertisement on the

Respondents with reference to Aristotle’s Persuasive Appeal to Ethos was of “Very True of Me

(VT)” for having an average of 3.42. In this discussion, Indicator 5 or Social Media Advertisement

is a credible medium for the products to be used in advertisements was observed to be of “Very

True of Me (VT)” and ranked as the highest (3.55), Indicator 2 was also observed as “Very True
of Me (VT)” and ranked as 2nd in the Impact of Social Media Advertisement on the Respondents

with reference to Aristotle’s Persuasive Appeal to Ethos (3.53). In addition, both Indicator 4 (3.42)

and Indicator 1 (3.39) was observed as “Very True of Me (VT)” Lastly, Indicator 3 ranked last

and was observed as “Somewhat True of Me (ST)” with a mean of 3.23.

Table 1
Verbal Rank
Ethos Mean Interpretation
1. The social media advertisement has good sense, as it has 3.39 VT 4
a good understanding of the product.
2. Social media advertisement enhances brand awareness 3.53 VT 2
towards consumers.
3. Advertising on social media is meant to reduce the 3.23 ST 5
expense of advertisement.
4. Social media advertisements allotted more time to 3.42 VT 3
consider a purchase.
5. Social media is a credible medium for the products to be 3.55 VT 1
used in advertisements.
Average 3.42 VT
Legend: 1.00 to 1.74 – Very Untrue of Me (VU); 1.75 to 2.49 – Somewhat Untrue of Me (SU); 2.50 to 3.24 –
Somewhat True of Me (ST); and 3.25 to 4.00 – Very True of Me (VT)

Generally, the results obtained from the respondents in Table 2 proves that the Social Media

Advertisement have impact to Aristotle’s Persuasive Appeal to Ethos. The obtained weighted

Mean on the Impact of Social Media Advertisement on the Respondents with reference to

Aristotle’s Persuasive Appeal Ethos got an average of 3.42 and verbally interpreted as “Very

True of Me (VT)”. This means that Social Media Advertisements appeals to the respondents’

character and values.

The findings below shows that Social Media Advertisement have an impact to the

respondents with reference to Aristotle’s Persuasive Appeal Ethos. According to Samuel-Azran,

Yarchi, & Wolfsfeld (2015), “Ethos emphasizes the speaker’s credibility and trustworthiness”.

When we discuss about the persuasive nature of advertisement, we should never forget about

the significant role of ethos. Ethos is eternity based on the truthfulness of presenter. It always

appeals to a clout, sincerity and trustworthiness. It increases the reliability and supports the
decision-making process. As a result, the audience can identify right and wrong about the subject

presented there. Advertising should always be guided by ethics. The ethos of promotion has

view to that extent the advertising behavior, judgment and performance must have a set of

ethical principles of high-quality behavior (Danciu, 2014). In the marketing ethics is a

tremendously fundamental feature for which status, trustworthiness and achievement thrive on

(Singh, 2014). Feelings that the consumer will associate with the advertising message” (2017,

p. 264). It is used by advertiser relatively to the value of audience. Makers of the adverts create

those types of advertisement which bring emotional connection with consumer. Consequently,

the consumer is more likely to connect with advertisements of those brands which have

emotional and rational principles and information (Rizwan, Pirzada, Sohail, Nadeem, & Murid,

2013). Emotional appeal captures the attention of consumer to products and services.

Advertising looks for entire consumers into acquiring definite goods and services. It is always

appealing to emotions and common sensibilities (Bolatito, 2012). The aim of this advertisement

is to extend their market. To achieve this goal emotionally, the language is be keenly designed

to touch the emotions of consumers. It is very effective for getting people’s attention.

Obtained Weighted Mean on the Impact of Social Media Advertisement on the

Respondents with reference to Aristotle’s Persuasive Appeal Pathos

As shown on table 2, Impact of Social Media Advertisement on the Respondents with

reference to Aristotle’s Persuasive Appeal Pathos was of “Very True of Me (VT)” attaining an

average mean of 3.41. Based on the indicators “The social media advertisement appeals to the

audience’s emotions or state of mind, such as fear, anger, sadness, or excitement.” was of “Very

True of Me (VT)” with a mean of 3.30. “The social media advertisement motivates the audience

leading them to purchase a product.” Obtained 3.30 and verbally interpreted as “Very True of

Me (VT)”. “The social media advertisement gives satisfaction to the audience.” was of “Very True
of Me (VT)” attaining the highest mean of 3.59. “Social media advertisements tend to implant on

the audience’s mind thus familiarity makes them to subconsciously like the product or services.”

was verbally interpreted as “Very True of Me (VT)” with having a mean of 3.39 and “Social media

advertisements allows the audience to easily determine their emotions towards the product

being promoted.” was of “Very True of Me (VT)” with a mean of 3.45.

Table 2
Verbal Rank
Pathos Mean Interpretation
1. The social media advertisement appeals to the 3.30 VT 4.5
audience’s emotions or state of mind, such as fear, anger,
sadness, or excitement.
2. The social media advertisement motivates the audience 3.30 VT 4.5
leading them to purchase a product.
3. The social media advertisement gives satisfaction to the 3.59 VT 1
audience.
4. Social media advertisements tend to implant on the 3.39 VT 3
audience’s mind thus familiarity makes them to
subconsciously like the product or services.
5. Social media advertisements allows the audience to 3.45 VT 2
easily determine their emotions towards the product being
promoted.
Average 3.41 VT
Legend: 1.00 to 1.74 – Very Untrue of Me (VU); 1.75 to 2.49 – Somewhat Untrue of Me (SU); 2.50 to 3.24 –
Somewhat True of Me (ST); and 3.25 to 4.00 – Very True of Me (VT)

In general, the results that are gained in Impact of Social Media Advertisement on the

Respondents with reference to Aristotle’s Persuasive Appeal Pathos given by respective

individuals has a considerable degree of factualness and importance in the determination of its

relationship to the Impact of Social Media Advertisement. By definition, using social media as a

form of advertisement to persuade consumers emotion to agree and purchase the product is

more likely to happen, it is due to the reason that the general mean which is indicated by 3.41,

and verbally interpreted as “Very True of Me (VT)”.

According to Aristotle, in order to achieve the maximum effect of persuasion all three

appeals should be applied, which are Logos, Ethos, and Pathos. Logos, is the appeal which

depends on a text’s logic and rationality. Ethos relies on the character of the author and his/her
moral and ethics. Pathos is the appeal based on the reader himself/herself and on the emotions

evoked in the reader from the text. It is a recognized technique within sales and marketing (Bonn,

n.d. [www]), which also support the data findings of this study. The data gathered shows that the

pathos appeals work for the consumer to be persuaded.

Obtained Weighted Mean on the Impact of Social Media Advertisement on the

Respondents with reference to Aristotle’s Persuasive Appeal Logos

Table 3, the Impact of Social Media Advertisement on the Respondents with reference to

Aristotle’s Persuasive Appeal Logos was of “Very True of Me (VT)” attaining an average mean

of (3.26). Based on the indicators, Indicator 2 was of “Very True of Me (VT)” with a mean of 3.43

and is the highest among all indicators. Indicator 4 was also “Very True of Me (VT)” for having

3.30, Indicator 3 was of “Somewhat True of Me (ST)” attaining the mean of 3.23, Indicator 1 was

“Somewhat True of Me (ST)” with a mean of 3.19 and lastly, Indicator 5 ranked as the last for

having a mean of 3.16 and was verbally interpreted as “Somewhat True of Me (ST)”

Table 3
Verbal Rank
Logos Mean Interpretation
1. The social media advertisement appeals to the 3.19 ST 4
audience’s sense of sound reasoning.
2. The social media advertisement assists the viewer to 3.43 VT 1
understand the description given.
3. The social media advertisement delivers proper 3.23 ST 3
approach to the audience.
4. The social media advertisement appeals to the 3.29 VT 2
audience’s sense of interest.
5. The social media advertisement is dependent on the 3.16 ST 5
popularity of the advertiser.
Average 3.26 VT
Legend: 1.00 to 1.74 – Very Untrue of Me (VU); 1.75 to 2.49 – Somewhat Untrue of Me (SU); 2.50 to 3.24 –
Somewhat True of Me (ST); and 3.25 to 4.00 – Very True of Me (VT)

In general, the results that are gained in Impact of Social Media Advertisement on the

Respondents with reference to Aristotle’s Persuasive Appeal Logos given by respective

individuals has an average mean of 3.26 and verbally interpreted as “Very True of Me (VT)”. By
definition, using social media as a form of advertisement to persuade consumers logic to agree

and purchase the product is more likely to happen.

According to Rizwan, Pirzada, Sohail, Nadeem & Murid (2013), Logic is used to

differentiate one product and service from other too. The rational faculty is used by receivers

and makers of the advertising to differentiate competitor’s products. The Rational appeal guides

consumer with skill to select the good option avoiding another unnecessary one. One has to be

so watchful while dealing with it that it can be confusing and misleading sometime. It is also

understood as drug which has positive and negative consequences. The Logos gives the

comprehensive reasons. In logical appeal, fact, data and information are presented in

advertisement in consistent manner. It, using logos, gives consumers the proof about how the

product works. The logos of an advertisement can be the direct facts about the products and

services. Logical appeal is very straightforward and drags audience to think about the services

and products. Advertising agencies should be aware while producing the resources for

influencing other and responsible for signing up methodical and logical ideas that would be

organized in for hunting the advertising objectives (Coker & One, 2012). By means of such

persuasive appeals, the advertisers fulfill their major goal to persuade the consumer to purchase.

Sometime in the name of the awareness, they indirectly manipulate the psyche and way of

thinking.

Composite Table on the Obtained Weighted Mean on the Impact of Social Media

Advertisement on the Respondents with reference to Aristotle’s Persuasive Appeals

In this study, Table 4 reveals that the Impact of Social Media Advertisement on the

Respondents with reference to Aristotle’s Persuasive Appeals was of “Very True of Me (VT)” for

having an average of 3.36. In this discussion, Ethos resulted to be of “Very True of Me (VT)” and

ranked as the highest among all of the appeals (3.55), Pathos was also observed as “Very True
of Me (VT)” and ranked as 2nd in the Impact of Social Media Advertisement on the Respondents

with reference to Aristotle’s Persuasive Appeals for having an average of 3.41. Lastly, Logos

ranked last and was also observed as “Very True of Me (VT)” with a mean of 3.26.

Table 4
Verbal Rank
Aristotle’s Persuasive Appeals Mean Interpretation
1. Ethos 3.42 VT 1
2. Pathos 3.41 VT 2
3. Logos 3.26 VT 3
Average 3.36 VT
Legend: 1.00 to 1.74 – Very Untrue of Me (VU); 1.75 to 2.49 – Somewhat Untrue of Me (SU); 2.50 to 3.24 –
Somewhat True of Me (ST); and 3.25 to 4.00 – Very True of Me (VT)

Generally, the results obtained from the respondents in Table 4 proves that the Social

Media Advertisement have impact to Aristotle’s Persuasive Appeals in Ethos, Pathos and Logos.

The obtained weighted Mean on the Impact of Social Media Advertisement on the Respondents

with reference to Aristotle’s Persuasive Appeals got an average of 3.26 and verbally interpreted

as “Very True of Me (VT)”. This means that Social Media Advertisements appeals to the

respondents’ morals, character, ethics, emotions and logic.

With the findings given above, the Social Media Advertisement on the respondents with

reference to Aristotle’s Persuasive Appeal was of “Very True of Me (VT)”. These appeals may

have an impact to Social Media Advertisements as it can affect consumer’s decision or

observation in Social Media Advertisements. The advertisements shown on social media will

surely appeal to the audience in many ways, in their emotions, character or logic. Advertising as

a form of persuasive discourse is heavily loaded with persuasive appeals. According to Kotler &

Keller (2009), this advertising “aims to create liking, preference, conviction, and purchase of a

product or service. Some persuasive advertising uses comparative advertising, which makes an

explicit comparison of the attributes of two or more brands”.

Obtained Weighted Mean on the Changes of the Social Media Advertisement has

brought to the Buying Decision Process of the Respondents in terms of Information

Search

As shown in table 5, The Changes of the Social Media Advertisement brought to the

Buying Decision Process of the Respondents in terms of Information Search was of “Very True

of Me (VT)” for attaining an average mean of 3.52. Indicator 1 was recognized to be "Very True

of Me (VT)" and received the highest mean of 3.80. Indicator 2 was shown to be "Very True of

Me (VT)” with the total mean of 3.55. Moreover, Indicator 3 had the mean of 3.46 and Indicator

4 with a mean of 3.40, both derived to be "Very True of Me (VT)”. Lastly, Indicator 5 was of "Very

True of Me (VT)" and gained the lowest mean of 3.37.

Table 5

Verbal Rank
Information Search Mean Interpretation
1. I try to search for other costumers’ description, 3.80 VT 1
opinions, or comments about the product.
2. I agree that information searching is easier via social 3.55 VT 2
media compared to mass media (e.g., TV, radio,
newspaper, and so on).
3. I agree that, for instance, advertisements/blog posts/ FB 3.46 VT 3
pages/user reviews on social media influence me to try
new brands/products/services.
4. I change my initial purchase preference after searching 3.40 VT 4
relevant information via social media sites.
5. I change my initial purchase preference after searching 3.37 VT 5
relevant information via social media sites.
Average 3.52 VT
Legend: 1.00 to 1.74 – Very Untrue of Me (VU); 1.75 to 2.49 – Somewhat Untrue of Me (SU); 2.50 to 3.24 –
Somewhat True of Me (ST); and 3.25 to 4.00 – Very True of Me (VT)

As gathered result in table 5, the participants on the Changes of the Social Media

Advertisement have brought to the Buying Decision Process of the Respondents in terms of

Information Search. Based on the several indicators the social media advertisement changes

can affect the buying decision process of the respondents in terms of information search, as well

as the information search process had provided knowledge when respondents tried to identify

the most appropriate product. The weighted mean of the Information Search in table 5 which is
indicated as (3.52) general mean, and "Very True of Me (VT)" was the verbal interpretation. In

summary, the general mean shows that the indicators of information search are completely and

fact-based, which makes the social media reliable platform to provide information regarding a

product.

The findings show that changes in social media have an effect on respondents' purchasing

decisions in terms of information search wherein it allows the respondents to know more about

the information of the product/service to be purchased. According to Izian Idris, Siti Suhana, A

Ahmad and Christine Mei Kee Wong (2020), Social media is everywhere. It is the most effective

platform to conduct marketing and advertising campaigns. Additionally, with the existence of

social media advertisement, the majority of the respondents seek online information regarding

a product/service when identifying their needs and to avoid being disappointed, dissatisfied, or

easily fooled by marketers over the product's price and quality, the respondents aim to find

relevant information regarding the product.

Obtained Weighted Mean on the Changes of the Social Media Advertisement has brought

to the Buying Decision Process of the Respondents in terms of Evaluation of Alternatives

In this study, table 6 shows that consumers evaluate alternatives in terms of function and

benefits that they offer with a weighted mean average of 3.51. Noticeably, consumers consider

the company’s other products and brand options (3.41) to satisfy his needs. It is an advantage

for any company to clearly state their return and refund policy because from a consumer’s

perspective, this is something they tend to look at when deciding to purchase from a new store

(3.27). Price matters and this is something a consumer looks at especially if there are other

business who offers the same line of products (3.59). Consumers will tend to compare the cost

especially if he will be able to save even a little for a certain product or service. Buyers consider

if the shipping fee is included in the product, he’s getting or if he needs to incur an additional
cost just to have the item on hand (3.59). Offering variety of payment methods attract the

customers because they are not given limited options to pay (3.67). All indicators are verbally

interpreted as "Very True of Me (VT)".

Table 6

Verbal Rank
Evaluation of Alternatives Mean Interpretation
1. I evaluate all of the company’s other product and other 3.41 VT 3
brand options on a scale of attributes which have the
ability to deliver the benefit that I am seeking.
2. I check the company’s return and refund policy. 3.27 VT 4
3. I compare prices versus other company that offers the 3.59 VT 2.5
same line of products.
4. I consider the shipping fee cost. 3.59 VT 2.5
5. I check the payment method; should offer option like 3.67 VT 1
cash on delivery.
Average 3.51 VT
Legend: 1.00 to 1.74 – Very Untrue of Me (VU); 1.75 to 2.49 – Somewhat Untrue of Me (SU); 2.50 to 3.24 –
Somewhat True of Me (ST); and 3.25 to 4.00 – Very True of Me (VT)

Generally, the results show that a consumer use multiple alternative when evaluating.

These options are then evaluated to check if it will meet their needs. The overall attribute of the

company’s products, it’s clear and concise return and refund policy, its affordability, shipping

cost if there’s any and payment methods which was given a weighted mean average of 3.51 and

can be interpreted as “Very True of Me (VT)” simply shows that consumers do not just decide

with a single evaluation process, rather use several evaluation alternatives.

However, the level of criteria used in evaluation of alternatives vary from one consumer

to another. The evaluation of alternatives is highly influenced by numerous factors such as

money cost, product availability, familiarity, time, and other factors that a consumer will use upon

decision making. According to lumenlearning.com, consumers evaluate product or brand options

on a scale of attributes which could deliver the benefit they are seeking. It is in this stage that

they must be able to effectively assess the overall value of the product or brand before they can

move the next step of decision making.

Obtained Weighted Mean on the Changes of the Social Media Advertisement has brought

to the Buying Decision Process of the Respondents in terms of Purchase Decision

Table 7 reveals that consumers do not just buy but use multiple bases or factors before

deciding if they will purchase the goods or services with a weighted mean average of 3.45. The

purchasing decision is determined by variety of factors. Indicator 1 obtained a mean of 3.53,

Indicator 2 obtained a mean of 3.47, Indicator 3 obtained a mean of 3.70 and these 3 indicators

was of “Very True of Me (VT)”. For Indicator 4, which have the lowest rank of 3.01 it is verbally

interpreted as “Somewhat True of Me (SU)”. Lastly, Indicator 5 was of “Very True of Me (VT)”

for having a mean of 3.53.

Table 7
Verbal Rank
Purchase Decision Mean Interpretation
1. I go through the process that leads me from identifying 3.53 VT 2.5
my need, generating my options, and choosing specific
product and brand.
2. I consider buying alternative products. 3.47 VT 3
3. I see to it that I have enough money before I purchase a 3.70 VT 1
product.
4. I prefer buying through online than in physical stores. 3.01 ST 4
5. I make I am wholeheartedly decided with the product I 3.53 VT 2.5
will purchase.
Average 3.45 VT
Legend: 1.00 to 1.74 – Very Untrue of Me (VU); 1.75 to 2.49 – Somewhat Untrue of Me (SU); 2.50 to 3.24 –
Somewhat True of Me (ST); and 3.25 to 4.00 – Very True of Me (VT)

Generally, there are several factors that influence the purchasing decision of a consumer

and these varies from one customer to another. With the technology we have now, there are

other factors beyond brand visibility and familiarity that can influence the purchasing decision.

These may include preference, personality, economic reasons, convenience, peer, or cultural

influences or even the buying situation.

However, citing all these factors, it all boils down to the unique preference of each and

everyone. The consumer’s behavior and purchasing decision will always reflect his personality,

likes, choices and preference. According to Ramya & Ali (2016), there are many factors that
influence the purchasing behavior of a buyer, these includes culture, subculture, social class,

membership group, family, personality, psychological factors and these can be categorized as

social, cultural, economic, personal and psychological factors. Given these factors, businesses

or companies are given the opportunity to develop a strategy to meet their customer needs thus

increase their sales.

Composite Table on the Obtained Weighted Mean on the Changes of the Social Media

Advertisement have brought to the Buying Decision Process of the Respondents

In this study, table 8 shows that the overall Obtained Weighted Mean on the Changes of

the Social Media Advertisement have brought to the Buying Decision Process of the

Respondents is “Very True of Me (VT)” with an average mean of 3.49. The verbal interpretation

of information search was of “Very True of Me (VT)” and had a (3.52), which makes it the first

rank among the other three indicators. Similarly, the evaluation of alternatives was found to be

"Very True of Me (VT)" with a complete mean of (3.51). At last, the purchase decision, or the

third indicator, was classified as "Very True of Me (VT)" with an overall mean of (3.45).

Table 8
Verbal Rank
Categories Mean Interpretation
1. Information Search 3.52 VT
2. Evaluation of Alternatives 3.51 VT
3. Purchase Decision 3.45 VT
Average 3.49 VT
Legend: 1.00 to 1.74 – Very Untrue of Me (VU); 1.75 to 2.49 – Somewhat Untrue of Me (SU); 2.50 to 3.24 –
Somewhat True of Me (ST); and 3.25 to 4.00 – Very True of Me (VT)

In general, the results obtained in the composite table of the gathered Weighted Mean on

the Changes of the Social Media Advertisement have brought to the Buying Decision Process

of the Respondents acquired an average mean of 3.49, and verbally interpreted as "Very True

of Me (VT)". The general mean was derived based on the indicators of Information Search,

Evaluation of Alternatives, and Purchase Decision proves that these indicators are accurate and
fact-based, which can cause and influence the respondents buying decision process and which

definitely affect the changes of the social media advertisement.

As the outcome proved that the changes of the Social Media can influence the Buying

Decision of the Respondents alongside the indicators that specify the process of the

respondents when evaluating a product (Information Search, Evaluation of Alternatives, and

Purchase Decision). As stated by Alhaddad (2015), that in recent days, social media

advertisement has created new strategies and gained more advantage over the traditional

street-side businesses. The buying decision process that respondents go through while

considering a purchase is also utilized by the consumers in street-side businesses to analyze

and seek out the most suitable product to meet their needs. However, many users are easily

engaged by online product purchases due to the usage of social media, which offers better

customer service contrary to the street-side business.

Significant Relationship between the Impact of Social Media Advertisement on the

Respondents with reference to Aristotle’s Persuasive Appeal and the Changes of the

Social Media Advertisement have brought to the Buying Decision Process of the

Respondents

The Analysis of Variance (ANOVA) is shown in table 9, this is to see the significant

relationship between the Impact of Social Media Advertisement on the respondents with

reference to Aristotle’s Persuasive Appeal and the Changes of the Social Media Advertisement

have brought to the Buying Decision Process of the Respondents. The probability level is is 0.38

which is greater than 0.5, then it is Accepted (A), therefore, Not Significant (NS).
Table 9

Source of
Variation SS df MS F P value f crit Ho I

0.03 0.03 A NS
Between
Groups 1 0.99 0.38 7.71

Within Groups 0.10 4 0.03

Total 0.13 5

Legend If the Pvalue is < or = to 0.05 Alpha level/Probability level - Reject (R), Significant
(S); if the Pvalue IS > 0.05 Alpha level/Probability level - Accept (A), Therefore, Not
Significant (NS)

As shown in table 9 the probability of the significant relationship between the Impact of

Social Media Advertisement on the respondents with reference to Aristotle’s Persuasive

Appeal and the Changes of the Social Media Advertisement have brought to the Buying

Decision Process of the Respondents is Accepted (A), it means that the parameter used for

this specific analysis is Not Significant (NS). The table shown above means that the Social

Media Advertisement on the respondents with reference to Aristotle’s Persuasive Appeal does

not have an impact to the Consumer Buying Decision Process.

David Thomas (2018) said that social media advertisements are one of the quickest

and most effective ways to connect with your target audience. These advertisements provide

plenty of profitable opportunities and are a great way to boost your digital marketing

campaigns. These small advertisements utilize all the data users share on social media to

offer highly personalized and relevant content, which ultimately expands conversion

opportunities and introduces your brand to more potential customers. As more and more

brands are getting on board with social media ads, it's important to understand how this

advertising medium works. Social Ads are an incredibly profitable and versatile advertising
channel that give us the ability to build specific campaigns on social media to meet a selection

of different business goals at relatively low costs. However, with the findings shown in table 9

the Social Media Advertisements on the respondents does not have an impact to the

Consumer’s Buying Decision Process.

 Chapter 5

Summary, Conclusions and Recommendations

This chapter presents the summary of findings, conclusions and recommendations of the

study of the researcher’s study, The Impact of Social Media Advertisement to Consumer’s

Buying Decision Process.

The study was conducted by the students from Grade 12 ABM Our Lady of Fatima from

Cainta Catholic College. The respondents were the students from Cainta Catholic College Grade

12 ABM, STEM and HUMSS. They were chosen using non-probability sampling. The research

is quantitative and was utilized by Analysis of Variance (ANOVA) test. This part includes the

conclusion and its recommendations in regards to the statement of the problem. The summary

of the research is presented, and findings of the study are discussed and interpreted.

Furthermore, as respondents searched for the best product, the information search process

provided knowledge, which was intended to clear up any ambiguity about the product being

promoted on social media.

Summary of Findings

The findings of the study were summarized according to the statement of the problem stated in

Chapter 1.

1. What impact does the social media advertisement have to the respondents with

reference to Aristotle’s Persuasive Appeal?

1.1. Ethos

The Impact of Social Media Advertisement on the Respondents in relation to Aristotle’s

Persuasive Appeal Ethos was revealed to have a significant impact, as shown through their
mean score of 3.42. Indicates that the respondents' character and values are influenced by

social media advertisements and as a result, it has gained credibility as a reliable platform for

advertising the products.

1.2. Logos

The mean score of Aristotle’s Persuasive Appeal Logos was 3.26 given by respective

individuals. This means that the social media advertising has a strong influence on the

respondents and can be used to convince consumers to make a purchase by appealing to logic

and reason.

1.3. Pathos

Aristotle's Persuasive Appeal Pathos has a mean score of 3.41, with the use of social media

advertisement that provides a positive impact to the respondents on their emotions or state of

mind that can lead to a purchase of a product which gives satisfaction on their needs. Allowing

them to quickly evaluate their emotions regarding the promoted product.

2. What are the changes the social media advertisement has brought to the buying

decision process of the respondents in terms of:

2.1. Information Search

The data showed that the mean score of Information Search is 3.52, indicating that social media

is a credible medium for providing product information. Furthermore, as respondents attempted

to find the most suitable product, the information search process offered knowledge, which was

intended to eliminate confusion about the product being advertised on social media.

2.2. Evaluation of Alternatives

The results showed that respondents use a variety of approaches to evaluate and assess

pertinent product choices in order to make a buying decision that meets their needs, as shown

by the mean score of 3.51, which has the potential to trigger and influence respondents'

purchasing decisions, as well as have a significant impact on the changes in social media

advertising.

2.3 Purchase Decision

As the data indicated, every respondent or consumer has gone through a buying decision, as

shown by the mean score of 3.45, there are many variables that affect a consumer's purchasing

decision which triggers a variety of changes in social media advertising.

3. How does social media advertisement affect the buying decisions of the following

respondents? What are the impacts of social media advertisement to the consumers

buying decision process?

Social media influences the buying decision of the respondents which it appeals to their emotions

and makes them perceive their wants as a need. The null hypothesis was accepted because the

p-value of 0.38 was higher than the probability level of 0.05 in comparison to the effect of social

media advertisement on consumers' buying decision process. As a result, there was no

significant impact between social media advertisement and consumers' buying decision process.

Conclusions

Based on the indicated findings, the following conclusions were drawn:

1. The respondents of research, “The Impact of Social Media Advertisement to Consumer’s

Buying Decision Process” has almost the same reasoning on purchasing a product which

is best for us to create an accurate result on our study.

 2. The findings of this study present that consumers who view social media advertisement

has a higher chance for them to purchase that product than those people who don’t.

Recommendations

This study reveals the impact of Social Media Advertisement to the Consumer’s Buying Decision

Process. Therefore, the following recommendations are presented below:

1. Providing guidance for those who want to achieve discipline in purchasing decisions in

terms of practicing and understanding the Impact of advertisement with the consumers

who will purchase the product.

2. There is a need for consumers to listen and read some articles about the Impact of

advertisements which will help them to understand that advertisements can affect their

decision before buying the product that they see in social media ads.

3. Consumers should think and make decision properly with the help of “decision process”

before purchasing a product especially, buying in social medias or online. Because 98%

of their decision to get the product is based on what they see on advertisements.
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