Normal view MARC view ISBD view

Effects of E-commerce advertisements to consumer buying behavior of marketing students in Pamantasan ng Lungsod ng Maynila Castillo, Marc Rayne R.; Cunanan, Angela Felipe Q.; Ricafrente, Jenilou P.; Sequerra, Francis Maui E.; Syster, Domingo III D. 6

By: Castillo, Marc Rayne R.; Cunanan, Angela Felipe Q.; Ricafrente, Jenilou P.; Sequerra, Francis Maui E.; Syster, Domingo III D. 4 0 16, [, ] | [, ] |

Contributor(s): 5 6 [] |

Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; 4507846Edition: Description: 81 pagesContent type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Related works: 1 40 6 []Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- -- -- 20 -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:

Contents:

Action note: In: Summary: ABSTRACT: The vast growth in e-commerce markets has given rise to an environment where unethical practices can flourish, particularly among profit-driven businesses that prioritize financial gain over the well-being and safety of their customers. In certain instances, businesses operating in e-commerce markets resort to misleading advertising to boost sales and gain a competitive edge. Consequently, many consumers become victims of deceptive promises, which not only affects their brand loyalty but also impacts various socioeconomic factors and their overall buying behavior. The primary objective of this study is to highlight the effects of e-commerce advertisement to consumer buying behavior, with a particular focus on the socioeconomic factors affected. By conducting this research, the aim is to raise awareness among both consumers and businesses regarding the significance of ethical marketing practices. The study intends to investigate the various ways in which misleading advertising can shape consumer behavior within e-commerce markets. This study uses a descriptive research design to determine how e-commerce advertisements affect the consumer buying behavior of marketing students in the Pamantasan ng Lungsod ng Maynila. On the other hand, researchers used non-probabilistic sampling as their sampling technique in determining the respondents who will answer the survey. The research has a total of 148 respondents. In conclusion, this study finds that misleading advertisements on e-commerce platforms affects the buying behavior of the marketing students in Pamantasan ng Lungsod ng Maynila in terms of brand loyalty, recognition and trust, brand reliability and accuracy and brand reputation. While there is no significant difference on the effect on the two different e-commerce platforms, Shopee and Lazada. In place of the findings, the researchers recommended expanding and broadening the population, including other e-commerce platforms, and using other factors that can affect consumer buying behavior. Also, researchers recommend businesses to perform ethical marketing practices and consumers to be more cautious and informed. Other editions:

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes
Comments ( 0 )

Item type	Current location	Home library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	PLM	PLM Filipiniana Section	Filipiniana-Thesis	HF5415.13 C37 2023 (Browse shelf)	Available		FT8579

Total holds: 0

Research Paper: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023 56

ABSTRACT: The vast growth in e-commerce markets has given rise to an environment where unethical practices can flourish, particularly among profit-driven businesses that prioritize financial gain over the well-being and safety of their customers. In certain instances, businesses operating in e-commerce markets resort to misleading advertising to boost sales and gain a competitive edge. Consequently, many consumers become victims of deceptive promises, which not only affects their brand loyalty but also impacts various socioeconomic factors and their overall buying behavior. The primary objective of this study is to highlight the effects of e-commerce advertisement to consumer buying behavior, with a particular focus on the socioeconomic factors affected. By conducting this research, the aim is to raise awareness among both consumers and businesses regarding the significance of ethical marketing practices. The study intends to investigate the various ways in which misleading advertising can shape consumer behavior within e-commerce markets. This study uses a descriptive research design to determine how e-commerce advertisements affect the consumer buying behavior of marketing students in the Pamantasan ng Lungsod ng Maynila. On the other hand, researchers used non-probabilistic sampling as their sampling technique in determining the respondents who will answer the survey. The research has a total of 148 respondents. In conclusion, this study finds that misleading advertisements on e-commerce platforms affects the buying behavior of the marketing students in Pamantasan ng Lungsod ng Maynila in terms of brand loyalty, recognition and trust, brand reliability and accuracy and brand reputation. While there is no significant difference on the effect on the two different e-commerce platforms, Shopee and Lazada. In place of the findings, the researchers recommended expanding and broadening the population, including other e-commerce platforms, and using other factors that can affect consumer buying behavior. Also, researchers recommend businesses to perform ethical marketing practices and consumers to be more cautious and informed.

There are no comments for this item.

to post a comment.