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/poster_ebov/1; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1862/viewcontent/Abstract_The_Power_of_Images__Influence_of_Advertisements_on_the_Buying_Behavior_of_Students_in_a_Philippine_University.docx.pdf
• Institution: De La Salle University

In today's world, advertising plays a crucial role in the success of businesses and significantly impacts consumer behavior. It comes to mind what is the most relevant and most selected by young consumers in this digital age. The study aims to determine the effects and give insights into how product advertising influences students' perceptions of products and brands, their routine buying behavior, and their preferred types of advertisement in different categories. This study underwent a descriptive quantitative approach using the modes of central tendency. A survey using a Likert scale, Multiple Response, Dichotomous, and Contingency questions was randomly distributed to the two-hundred-eight (280) senior high school students of UPHSD-Molino. Based on the findings, social media ads are the most preferred type of ad in four categories (understandability, influence, creative and engaging, and preferred ad in the future) among students, whereas most chose traditional ads in information reliability and quality; and, currently prefer celebrity endorsement as the favored ad to receive in the present. The results also show that ads do not easily sway students and are more of being practical consumers. In conclusion, this study has identified the various preferences of students in different categories and concluded that the SHS students in UPHSD-Molino are susceptible to rational consumption even if an ad could persuade and influence them.