E-marketing: How pandemic changed the consumers' purchasing behavior among Hospitality Management students of Pamantasan ng Lungsod ng Maynila / Esmeralda Q. Bermudez

Abstract:

E-marketing is the practice of promoting goods and services through the use of the internet and other digital tools, including desktop computers and mobile devices. It covers a wide range of activities that involve luring clients through various online channels. These include pay-per-click advertising, social media marketing, email marketing, search engine platforms, and more.
In this study, the researchers attempted to figure out the interconnectedness between the social media platform and the behaviors of the consumers. This determines how the pandemic changed their buying behavior and how their current employment status impacts their online purchasing power. To achieve this purpose, an online survey was conducted among 183 Hospitality Management students from first year to third year college, including irregular students, on their online purchasing behavior during the COVID-19 pandemic. The students reported using social media platforms like Facebook, Instagram, TikTok, and YouTube to purchase products and services. They also agreed that online reviews on these platforms have an impact on their decision to purchase goods and services, particularly if they are favorable.
Therefore, the data showed no significant relationship between the students' profile and purchasing behavior in terms of social media platform reviews or between the students' level of exposure to e-marketing and purchasing behavior based on other factors such as product placement, pricing, social media presence, brand equity, and product quality.