The Power of Images: Influence of Advertisements on the Buying Behavior of Students in a Philippine University

• Main Authors: Guioguio, Kyle M., De Guzman, Nash Jerald P., Rizo, Vienne Stefani
• Format: text
• Published: Animo Repository 2023
• Subjects: advertisements; product and brand perception; consumer buying behavior; senior high school students
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2023/paper_ebov/1; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1737/viewcontent/PP_EBO_Guioguio_De_Guzman_Rizo_.pdf
• Institution: De La Salle University

In today's world, advertising is everywhere- on social media, T.V., billboards, and emails. Advertising plays a crucial role in the success of businesses and significantly impacts consumer behavior. The study's objective is to determine the effects of advertising on students' product/brand perceptions, their routine buying behavior, and their preferred types of advertisement. A descriptive quantitative research design was utilized to analyze the effect of digital advertisements on respondents and determine which kind of advertisements have the most significant influence. Researchers selected two hundred eighty (280) senior high school students at UPHSD-Molino. The data was collected using a research questionnaire and was analyzed using descriptive statistics. This present research was limited to focusing only on senior high school students. At the same time, several departments within a university may encounter advertisements. Nonetheless, the study provides significant insights into how ads influence consumer buying behavior, its impact, and the preferred ad types based on different categories. Accordingly, social media ads are the most preferred type of ad in three categories among students: understandability, effectiveness, and visually creative. Additionally, handout ads were most preferred by students in reliability and quality. With an overall mean of 2.75, it was found that advertisements moderately influence consumers. Moreover, students have also shown that ads do not easily sway them and are more of being practical consumers. Collaborating with celebrities would also help improve an advertisement's effectiveness. Moreover, future studies can include other demographics and ads to increase advertising campaigns' effectiveness.