The Influence of Social Media Advertisement on Consumer Behavior

Abstract

This study examined the influence of social media advertisements, particularly Facebook ads, on the consumer behavior of Bachelor of Science in Business Administration (BSBA) students at Bukidnon State University-Baungon Campus. Using a descriptive quantitative research design, data were collected from 153 respondents through structured questionnaires to assess how entertainment, marketplace, and consumer buying intentions in social media advertisements influence personal, cultural, social, and psychological aspects of consumer behavior. Results revealed that Facebook advertisements significantly influence consumer decisions, with students demonstrating strong engagement towards ads that are entertaining, emotionally appealing, and personalized. Younger, single, and female students were found to be the most responsive to social media advertising. Statistical analysis showed a very strong positive relationship (r = 0.82360, p < 0.001) between social media advertising and consumer behavior. These findings support theories such as the Theory of Planned Behavior and Social Media Advertising Theory, emphasizing emotional appeal, social influence, and digital connectivity as key determinants of consumer choices. The study concludes that effective social media advertising strategies—particularly those incorporating entertainment, influencer marketing, and cultural relevance—can enhance brand loyalty and consumer engagement. Furthermore, it highlights the need for media literacy among students to foster responsible consumerism amid increasing exposure to persuasive digital content.