OLIVAREZ COLLEGE

DR. PABLO SENIOR HIGH SCHOOL DEPARTMENT

Dr. A. Santos Ave, Brgy. San. Dionisio, Parañaque City, 1700

“The Effectiveness of Social Media Video

Marketing on Consumer Purchase
Intention among Grade 11 ABM Students
at Olivarez College, School Year 2024-
2025”

A research paper presented to the faculty of Olivarez College Paranaque - DPRO SHS in partial
fulfillment of requirements in Accountancy, Business, and Management.

Submitted to:
Ms. Nicole B. Mendoza

Submitted by:

Group No. 3
Researchers
 The Effectiveness of Social Media Video Marketing on
Consumer Purchase Intention among Grade 11 ABM
Students at Olivarez College, School Year 2024-2025
Names, Johainah Ramos Abdulrauf, Merrille A. Aggabao, Mark Gerard E. Ambil, Pollen Borja Asaral,
Aaron Cohen D. Cale, Diane A. Delana, Keith Aliah Vergara Gallardo, Lymhie Dine C. Garcia, Ma.
Jenelyn A. Maglacas, Cyrus Wesley M. Montellano, Hazel Jane Raquel, Maria Isabel T. Ruina, Mark
James T. Timbal
GROUP 3 (XII - CORINTHIANS)
Accountancy, Business, and Management (ABM) Students, Dr. Pablo R. Olivarez Senior High School
(DPRO-SHS) Department, Olivarez College Parañaque City, Metro Manila,
Philippines

INTRODUCTION

Background of the Study

Companies are increasingly using videos to promote
In today's digital era, video marketing has emerged their products, to create brand awareness, and
as a powerful tool for businesses to reach and influence consumer behavior. However, the impact
engage consumers. According to Shrestha, L. S., of video marketing on specific demographics, such
Alsadoon, A., Prasad, P., Venkata, H. S., & as high school students remains an area of interest
Elchouemi, A. (2019), they emphasized the that requires further exploration.
tremendous growth in the number of internet users
and the frequency with which individuals engage Review of Related Literature
with social media has become necessary to
understand the relationship between social media
● The Power of Video Marketing
marketing and the impact on its users. With the rise
of social media platforms, streaming services, and Video marketing has emerged as a
other digital channels, video content has become an transformative tool in modern advertising,
important part of modern marketing strategies. The significantly influencing consumer behavior
rapid development of short videos gives rise to short and purchase intentions. According to
video marketing (Xiao, Y., Wang, L., & Wang, P., Ahmed (2023), videos effectively capture
2019). attention, enhance brand awareness, build
trust, and establish emotional connections
As the mobile internet continues to advance, short with consumers. These attributes make
videos have become increasingly vital for people to video content a preferred medium for
fulfill their daily entertainment desires, (Liu, Y., & delivering engaging, consumable, and
Wang, M., 2019). Numerous companies and brands visually stimulating messages. Video
have discovered favorable chances to introduce marketing's dynamic nature allows for
content marketing through brief videos, yet some deeper emotional connections, fostering
organizations might not see the desired outcomes brand loyalty and influencing purchase
with their content marketing efforts. decisions.

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● Influence of Short Video Marketing ● Local Insights on Video Marketing
Short video marketing, particularly on In the Philippines, video marketing is
platforms like TikTok, Instagram, and particularly impactful due to the preference
Facebook, plays a crucial role in driving for visual learning and high social media
consumer engagement. Liu and Wang usage. Marzan (2022) noted that videos
(2023) found that entertaining and facilitate better comprehension of products,
informative short video content increases reducing ambiguity and building trust.
consumer purchase intentions, with Zhang and Landicho (2024) emphasized the
perceived value acting as a mediator in this effectiveness of short videos in fostering
relationship. Similarly, Sukarnadi and positive consumer attitudes through
Antonio (2023) highlighted the importance scenario-based marketing, which highlights
of scenario-based experiences, user product value and resonates with Filipino
interaction, and brand perception in consumers' lifestyles and values. The
enhancing brand attitudes, which in turn widespread use of platforms like Facebook,
influence purchase intentions. However, Instagram, and TikTok enables brands to
their study warns against overly invasive reach large audiences and enhance brand
content, which can harm brand perception, loyalty through relatable and engaging video
emphasizing the need to balance creativity content.
and consumer comfort.
● Key Factors for Success in Video
Romi (2023) demonstrated that shorter
videos, less than two minutes in length, with Marketing
engaging visuals, animations, and Research consistently highlights the
explanatory text, positively impact importance of brevity, visual appeal, and
consumer attitudes and buying intentions. relevance in video marketing. Effective
These findings suggest that concise and video content should be concise, engaging,
visually appealing video content tailored to and scenario-based, with clear and appealing
consumer preferences is most effective. visuals. Elements such as searchability,
shareability, and emotional resonance are
crucial for maximizing impact. Video
● Content Marketing and Consumer marketing strategies must also align with
Engagement consumer preferences, leveraging audience
Angkasa et al. (2024) explored how content insights to create targeted, memorable
marketing, including videos, blogs, and content that fosters trust and loyalty.
social media posts, strengthens customer
engagement and loyalty. Personalized and In summary, video marketing is a highly
promotional video content builds stronger effective strategy for influencing consumer
relationships, encourages repeat purchases, behavior and purchase intentions. By
and stimulates consumer interest. Video integrating engaging visuals, personalized
marketing aligns with these findings by content, and scenario-based storytelling,
providing visually compelling and businesses can connect with audiences on a
emotionally engaging content that resonates deeper level, driving both brand awareness
with consumers, further driving purchase and loyalty. This is particularly relevant in
intentions. the Philippine context, where video
marketing aligns with cultural and

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 behavioral tendencies, making it a powerful analysis. The output identifies the likelihood of
tool for achieving marketing objectives. students purchasing a product after viewing social
media video marketing, highlighting its impact on
Statement of the Problem their purchasing behavior.
This study aims to explore the effectiveness of
video marketing to/on the consumer purchase
intentions of Grade 11 ABM students. The study METHODS
aims to answer the following research questions:
Research Design
1. How effective is social media video
marketing on the purchase intention of This study employs a quantitative approach,
Grade 11 ABM Students according to:
specifically a descriptive research design, to
i. Purchase Influence
gather data. The researchers will distribute
ii. Exposure Frequency
the research surveys via printed handouts to
iii. Contributing Factors
Grade 11 DPRO ABM students to collect
2. What specific features of social media self-reported data on the effectiveness of
video advertisements (e.g., video social media video marketing in influencing
content, visuals, or promotional offers) consumer purchase intentions. The survey
capture the interest of Grade 11 ABM includes variations of Likert scale ratings
students? designed to measure the extent of
marketing's effective influence. Since this
3. How does perceived value affect the design focuses on evaluating effectiveness
students' purchase intentions?
and analyzing influencing factors, the study
will rely on statistical analysis to determine
how well social media video marketing
Research Paradigm

influences purchasing decisions.

Conceptual Framework
This study explores the effectiveness of social media Population and Sample
video marketing on consumer purchase intention
among Grade 11 ABM students. The input includes The population size is 354, and the sample
influence on purchase decisions, students’ exposure size is 188. To select respondents, the
frequency, and elements driving its effectiveness. researchers will use convenience sampling
The process involves collecting data through surveys from the seven sections of Grade 11 ABM.
and questionnaires, followed by tabulation and Convenience sampling allows researchers to

4
gather data from available participants. This of social media marketing on students'
sampling technique has benefits like, being purchase intention. The questionnaire was
cost-effective, less time-consuming and carefully reviewed and validated to ensure
simple operation (Golzar, Noor, & Tajik, its clarity and accuracy.
2022). The population of this research
consists of Grade 11 ABM students of After finalizing the survey, the researchers
Olivarez College - DPRO, SY 2024-2025. applied various methods to analyze the
The researchers applied Slovin’s formula to collected data. They used convenience
get its sample size. sampling to select a group of Grade 11
ABM-DPRO students as respondents. The
Research Instrument selected students were given clear
instructions to ensure they answered the
The study utilized a Likert scale survey honestly and accurately.
questionnaire to measure the perceptions of
Grade 11 ABM students on the effectiveness
of social media video marketing in
influencing purchase intentions. The References (APA)
questionnaire included four key scales:
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