Author: Kim Edward S. Santos

Abstract: One of the critical components in a business's success is an understanding of their consumers' behavior. Consumer behavior can assist businesses in determining the demand for a certain product or service during a particular season. The present study examined the consumer behavior on purchasing, attitude towards advertisements on social networks, and reliance on the information dissemination of advertisement on social media among senior high school students. The study employed a quantitative descriptive technique and surveyed 217 senior high school students from diverse STEM, ABM, HUMSS, and GAS strands enrolled at Wesleyan University-Philippines. It was, then, concluded that they check the provided information of the product/service before they purchase it. Also, they find social networks comfortable, and very important. Further, they rely on social media in checking the products / services that they want to purchase. These social networking sites are increasingly being used for purposes other than personal communication. Social media appears to have endless potential. People rarely go a day without referring to or using social media. Whether used for communicating, learning, or making decisions, social media is here to stay and will continue to have an impact on our society. The researcher recommends the following: (1) product or service companies should always does true advertising to gain the trust of their target customers; (2) students should develop skills on how to determine wrong information from provided advertisements; and (3) further research must be conducted on the awareness of true advertising and digital marketing.

Keywords: Consumer, Consumer Behavior, Advertisement, Advertising, Social network.

DOI: 10.22161/ijels.4454