Title

SOCIAL MEDIA MARKETING ITS EFFECT TOWARD PURCHASING INTENTION ON BRANDED APPARELS AMONG GENERATION-Z CUSTOMERS

Author(s)

Borling, Junalyn

Capara, Niña Prancesca T.

Carangcarang, Rose R.

Dahunan, Jahl Win Kenneth A.

Jalem, Rey M.

Vasquez, Venus R.

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Carpio, Renzitelo Alf P. – Adviser

Ilusorio, Gilda L. – Panel

Laput, Joseph Glenn J. – Panel

Carpio, Renzitelo Alf P. – Instructor

Year

2023

Abstract

The utilization of social media platforms allows marketers to reach and engage their target audience through the effective and efficient use of social media presence affecting Generation Z. customers' purchase intention. The study investigated the significant clicet of social media marketing toward the purchasing intention on branded apparels among Generation Z. customers. The study used the descriptive-correlational method. 36 college respondents were chosen through a random sampling technique. The study took place at Misamis University, Ozamis City. The Purchase Intention Questionnaire was used in gathering the data. Frequency and Percentage Distribution, Weighted Mean, Pearson R Correlation, and Multiple Linear Regression were the statistical tools used in treating the data. The majority of the respondents were female, ages 21 to 23, and had an average allowance of 47,001 to P10,000 per month. The social media marketing factors significantly affect the respondents' purchasing intention on branded apparels. Meanwhile, there is a significant relationship between the respondents" demographic profile and purchasing intention as these fuels businesses to improve their marketing campaigns. More so, respondents' demographic profiles provide significant results in understanding customers' needs and wants. This study concluded that social media marketing factors are essential to drive and develop effective marketing campaigns. The researchers recommend that businesses should use demographic data to identify the target and potential market audiences.

Keywords

branded apparels, generation-z customers, purchasing intention, social media marketing, social media platforms