THE PERCEIVED INFLUENCE OF TIKTOK ADVERTISEMENTS ON BUYING BEHAVIOR OF GRADE 12 ACCOUNTANCY, BUSINESS, AND MANAGEMENT (ABM) STUDENTS AT IMMACULADA CONCEPCION COLLEGE

Abstract

The research aimed to explore the relationship between TikTok advertisements and the buying behavior of Grade 12 Accountancy, Business, and Management (ABM) students at Immaculada Concepcion College. The study used a quantitative research approach with a descriptive-correlational design and collected data through a standardized online survey questionnaire. A total of 171 Grade 12 ABM students from sections ABM 1-8 participated in the study. The purpose of the research was to understand how TikTok advertisements influence students' purchasing decisions, shedding light on the role of social media in modern consumer behavior, particularly among the youth demographic. The participants were selected through simple random sampling, ensuring that each student had an equal chance of being included in the study. To analyze the data, the research utilized statistical tools such as Slovin's formula for sample size determination, the Likert scale to measure attitudes and perceptions, weighted mean to assess the overall responses, and frequency counts and percentages to present the distribution of responses. These tools helped in drawing valid conclusions about the perceived influence of TikTok advertisements on the buying behavior of Grade 12 ABM students at Immaculada Concepcion College. The findings revealed that TikTok advertisements significantly influence the purchasing decisions and behavior of Grade 12 ABM students at Immaculada Concepcion College. Specifically, the study found that students' trust in promoted brands was enhanced through TikTok advertisements, as they were more likely to rely on user-generated content for product reviews. Additionally, students showed a preference for content that had positive comments and a high number of likes, suggesting that social proof plays a crucial role in shaping their buying behavior. These insights underscore the power of TikTok as a platform in driving consumer behavior among young audiences. The study recommends that marketers, educators, and policymakers leverage user-generated content and influencer partnerships to enhance authenticity, credibility, discoverability, and engagement in TikTok advertising campaigns. By collaborating with influencers and encouraging user involvement, brands can create more relatable and trustworthy content, ultimately resonating better with the target audience of Grade 12 ABM students. This approach can also help in driving higher engagement levels, influencing purchasing decisions more effectively. The research provides valuable insights into the preferences and behaviors of this demographic, aiding in more targeted and impactful marketing strategies.