The Relationship of Social Media Marketing on Consumer Buying Behavior among Accountacy, Business and Management Students

This study examined the consumer buying behavior of Accountancy, Business, and Management (ABM) students and its relationship with social media marketing using a descriptive-correlational research design. It investigated how social media engagement, reach, and click-through rates influenced brand awareness, purchase intent, and social sentiment among 300 randomly selected ABM students. The findings revealed a strong positive correlation (r = .804, p < 0.05) between social media marketing and consumer buying behavior, indicating that higher levels of engagement, reach, and click-through rates were associated with increased brand awareness, stronger purchase intent, and more favorable social sentiment. These results highlight the significance of responsible digital marketing and financial literacy initiatives. The study recommends that students engage in budgeting and critical evaluation workshops, educators incorporate ethical marketing practices into curricula, and policymakers establish guidelines to regulate digital marketing strategies targeting young consumers. Future researchers may adopt a mixed-methods approach by incorporating qualitative techniques such as focus group discussions or in-depth interviews to explore students’ perceptions and decision-making processes regarding social media marketing. Additionally, a longitudinal study could assess how shifts in digital marketing strategies influence consumer behavior over time.