Philippine E-Journals

The Impact of The Social Media Advertisement of Cosmetic Products on The Purchasing Habits of The BS Accounting Information System Students of Universidad De Zamboanga

Louise Anne Dicen | Trishia Joyce Mercado | Eunice Calleja

 

Abstract:

Social media advertising is a new version of corporate advertising adopted as a new technique by many companies. Marketers are anticipated to expand and spend millions in social media advertising over Television, print ads, and other traditional advertising media in the coming years. With the rapid advancement of technology, the internet has evolved into a vital one-stop shop for consumers to meet the majority of their needs. Countless consumers are online every day for work, but do they notice the ads, banners, and, most importantly, their recall value? The current study used a survey to examine the impact of social media advertisements on consumer purchasing behavior. The study sought to ascertain the effectiveness of internet advertising in terms of reach and awareness, ascertain the dependability of internet advertising through recall, and ascertain the relationship between internet advertising and purchase decision. This study aimed to determine the effects of social media advertisements on university students' consumer behavior and specifically their purchase of cosmetic products. The sample consisted of 31 students from BS Accounting Information System on the main campus of the Universidad de Zamboanga.