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

Arbie G. Diano, Jacob Lacandula, Alija Rose A. Venturanza, Myca Jane A. Dela Torre, Ellaine Zaicy Batican, Reo Madred E. Peña and Kenneth A. Pondang
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Arbie G. Diano: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines
Jacob Lacandula: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines
Alija Rose A. Venturanza: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines
Myca Jane A. Dela Torre: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines
Ellaine Zaicy Batican: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines
Reo Madred E. Peña: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines
Kenneth A. Pondang: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City, Philippines

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 3558-3572

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

Date: 2025
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