Social Media Marketing and Online Reviews in Relation to Senior High School Students’ Purchase Intentions

Social media marketing has become a dominant force in modern advertising, leveraging platforms such as Instagram, Facebook, TikTok, and YouTube to reach and engage young audiences. This study examined the social media marketing and online reviews on respondents purchase intentions among Senior High School students in one the public schools in Zamboanga del Norte. This study employed descriptive-correlational design. The respondents were the 120 students selected through random sampling. Data were collected using researcher-made questionnaires. The statistical tools used were Mean, Standard Deviation, Pearson Product correlation, Coefficient and Regression Analysis. Findings revealed the level of social media marketing to a great extent while the online reviews were to a very great extent. The students have also a high level of purchase intentions. Generally, there is no significant relationship between the social media marketing and purchase intentions except for content quality and willingness to pay. No significant relationship between the online reviews and the respondents’ purchase intentions was also noted in most of the constructs except for quality reviews and influence of peer opinion, and reviewer expertise and willingness to pay. The study concluded that that social media marketing strongly shaped the purchasing behavior of students through peer influence. The study recommended that marketing specialists may emphasize value-centered messaging while leveraging peer influence through authentic reviews and strategic influencer collaborations.