Beyond Likes and Shares: Exploring the Influence of Social Media on Brand Choices among College of Business Students at a Private Higher Education Institution in the Philippines

ABSTRACT


INTRODUCTION
In today's digital era, social media platforms have become essential hubs where consumers express their opinions, seek information, and engage with brands.This study delves into social listening and search practices to understand their implications for consumer behavior and brand engagement.As consumers increasingly turn to social media for product information and recommendations, it is crucial to investigate how these behaviors affect their attitudes and actions.Social listening and social search are two distinct but related concepts in social media and online consumer behavior.Social listening, also known as social media monitoring, refers to tracking and analyzing online conversations and discussions across various social media platforms, websites, blogs, forums, and other online channels.It involves actively listening to what people say about a brand, product, service, industry, or topic of interest.The primary purpose of social listening is to gain insights into public opinions, sentiments, trends, and consumer feedback related to specific keywords, topics, or entities.It helps organizations understand how they are perceived, identify emerging trends, track brand mentions, and assess their online reputation.Social listening is often facilitated by specialized software and tools that collect and analyze vast amounts of data from social media platforms and other online sources.These tools use natural language processing and sentiment analysis to categorize and assess the tone of conversations.Social search refers to using social media platforms as search engines to discover information, products, services, or trends.Users turn to social media platforms for search purposes rather than relying solely on traditional search engines like Google.Users engage in social search to find recommendations, reviews, user-generated content, and real-life experiences others share.For instance, they might search for hashtags or keywords on platforms like Instagram, TikTok, or Twitter to find content related to a specific interest or product.Instead of searching for restaurant reviews on a search engine, a person might search for "best restaurants in a certain city or place or locality" on Instagram to see photos and reviews from other users.Similarly, someone looking for makeup tutorials may search on YouTube or TikTok to find usergenerated videos demonstrating products and techniques.Social listening involves monitoring and analyzing what people say about a brand or topic across various online platforms.In contrast, social search refers to using social media platforms as search engines to discover relevant information and user-generated content.Both practices are essential for businesses and individuals to understand consumer behavior, track trends, and make informed decisions in the digital age.
The impact of social listening on consumer behavior and brand engagement is multifaceted.These tools use sentiment analysis to discern the positive, negative, or neutral sentiment of conversations surrounding brands, products, or services.This analysis provides crucial insights into consumer perceptions.Additionally, social listening offers real-time data-gathering capabilities, enabling brands to monitor discussions instantaneously, respond promptly to feedback, and manage issues effectively, especially during crises.Moreover, it extends beyond a brand's purview, facilitating competitor analysis to understand consumer perceptions of competitors and identifying influencers within specific niches or industries for amplified brand messaging.Conversely, social search complements this by revolutionizing how users discover information and products.Platforms like Instagram and TikTok allow visual content discovery, altering how users engage with trends and products through hashtags and image recognition technology.The emphasis on user-generated content within social search further impacts consumer decisions, as peer-generated content garners trust and influences purchasing choices significantly.Additionally, the localization of searches and seamless in-platform purchasing experiences have altered consumer research behavior, steering users away from traditional search engines towards social platforms, where engagement fosters brand loyalty and influences purchase decisions.

Statement of the Problem
The heightened use of social media has created opportunities and challenges for businesses.While social listening allows brands to monitor consumer sentiment, social search has emerged as a new way for consumers to discover products and services.However, the extent to which these practices influence consumer behavior and brand engagement remains critical.This study addresses this gap by examining the impact of social listening and social search on consumer actions and attitudes.

Research Objective
The primary objective of this research is to assess the influence of social listening and social search on consumer behavior and brand engagement.Specifically, the study aims to: 1. Examine the extent to which social listening and social search affect consumer perceptions.
2. Assess the impact of social listening and social search on consumer decision-making processes.
3. Investigate the correlation between social media interactions and consumer purchasing behavior.
4. Identify critical factors driving consumer engagement with social media brands.
5. Explore whether social media platforms are becoming primary sources of product information.
6. Analyze the effectiveness of social listening tools in providing actionable insights for businesses.
7. Determine the relationship between social listening, social search, and brand loyalty.

Hypothesis
1. H1: Social listening does not significantly impact consumer perceptions of brands and products.
2. H2: Social search has no significant effect on consumer decision-making processes.
3. H3: There is no significant correlation between social media interactions (likes, shares, comments) and consumer purchasing behavior.
4. H4: Social listening, social search, and other factors do not significantly influence active consumer engagement with brands on social media.
5. H5: Social media platforms are not replacing traditional search engines as sources of product information.
6. H6: Social listening tools do not effectively provide valuable insights for businesses.
7. H7: There is no significant relationship between social listening, social search, and brand loyalty.

Social Listening
By extracting insights from online conversations and user-generated content, brands utilize social listening to discern consumer perceptions, attitudes, and preferences.Research by Hennig-Thurau et al. (2013) highlights its positive impact on brand reputation and customer satisfaction, allowing for tailored strategies.Additionally, Mehmet et al. (2021) employed social listening to gather community commentary on social issues, emphasizing the role of influential media organizations in shaping biases.

Exploring Social Search and Information Discovery
Consumers increasingly turn to social media platforms for product information, challenging traditional search engines.Chen et al. (2018) illustrate the influence of social search on consumer decision-making, emphasizing the importance of social recommendations.Wang and Zhang (2020) delve into its role in driving brand awareness and product consideration.The study by Chuang, Kuo, and Luo (2020) examines the impact of observational learning (OL) and word-of-mouth learning (WOML) on online consumer decisions, highlighting the need for further clarification on their effects and mechanisms in the online shopping stages.

Examining the Impact of Social Media Interactions
Positive correlations exist between social media engagement (likes, shares, comments), purchase intention, and brand loyalty.Kim and Johnson (2016) establish a significant link between social media engagement and purchase intention.Choedon and Lee (2020) emphasize the transformation in brand engagement due to increased social media use, prompting further exploration of the influence of social media management and analytics (SMMA) on social brand engagement (SBE), brand equity (BE), and purchase intention (PI).

Factors Driving Consumer Engagement
Critical drivers of active consumer engagement include social listening, search, content quality, brand authenticity,

Social Media vs. Traditional Search Engines
The rise of social media as a product information platform challenges traditional search engines.De Vries et al. (2017) suggest a growing reliance on social media for research, and Li and Bernoff (2019) explore the potential shift toward social media as the primary online information source.

Leveraging Social Media Marketing Strategies
Practical strategies for leveraging social media's potency include comprehensive planning, tailored content creation, engaging influencers, fostering virtual communities, and product/service development to generate buzz (Adeola, Hinson, & Evans, 2020).

Utilizing Social Listening Tools for Business Insights
Social listening tools offer valuable consumer insights, identify influencers, and optimize strategies.Smith and Sparks (2015) demonstrate their effectiveness in tracking campaigns, and Zhang and Li (2021) emphasize the importance of implementing effective strategies to stay competitive.

Enhancing Brand Loyalty through Social Listening and Social Search
Effective use of social listening and search enhances brand loyalty by improving customer satisfaction and trust, as Kumar et al. (2016) demonstrated.Fournier and Avery (2020) emphasize social media's role in creating a sense of community and strengthening brand loyalty.

Social Media, Stimulus-Organism-Response (S-O-R) Theory, and Brand Loyalty
Using the Stimulus-Organism-Response (S-O-R) theory and customer engagement model, Aljuhmani et al. (2023) confirm that social media-mediated experiences (SMMEs) are strong predictors and vital in developing social media customer engagement and brand loyalty.The study reveals that the cognitive aspect of customer brand engagement (CBE) is a critical driver in enhancing brand loyalty, with cognitive and social media CBE positively mediating the relationship between SMMEs and brand loyalty.However, emotional CBE did not mediate this relationship as anticipated.

Theoretical Framework
This study adopts a theoretical framework grounded in consumer behavior theories, digital marketing literature, and social media engagement models.It includes the Theory of Planned Behavior, which explains how attitudes, subjective norms, and perceived behavioral control influence consumer intentions and behaviors.The Elaboration Likelihood Model (ELM) is also applied to understand the role of central and peripheral routes to persuasion in digital contexts.Social media engagement models, such as the Social Engagement Cycle, provide a foundation for exploring the dynamics of consumerbrand interactions on social platforms.

RESEARCH METHODOLOGY
This quantitative research utilized regression and correlation analysis to investigate the relationships and interactions between social listening, social search, consumer behavior, and brand engagement.The study collected data from social media platforms and consumer surveys to assess the impact of social listening and social search on consumer attitudes and purchasing decisions.Regression analysis helped identify critical predictors of consumer behavior, while correlation analysis revealed the strength and direction of relationships between variables.The research aims to provide businesses with valuable insights into the role of social media in shaping consumer perceptions and behaviors, helping them tailor their marketing strategies to leverage emerging trends and meet consumer needs effectively.
To conduct quantitative research on the influence of social listening and social search on consumer behavior and brand engagement, the following steps were taken:

Defining the Research Population
The study determined the specific population under scrutiny, focusing on particular age groups, geographic locations, or users of specific social media platforms.

Selecting Social Media Platforms
Relevant platforms with prevalent social listening and search functionalities, like Facebook, Instagram, Twitter, TikTok, YouTube, and specialized forums, were identified.

Data Collection from Social Media Platforms
Relevant data, including user interactions, brand mentions, hashtags, and posts aligned with the research focus, was collected using social media listening tools or APIs.

Sampling Method
Various sampling techniques, such as random, stratified, or convenience sampling, were considered based on the study's objectives and feasibility.

Surveys
Structured survey questionnaires covering social media usage, social listening, search behaviors, brand engagement, and consumer attitudes were developed and distributed through online survey platforms.

Recruitment
Participants were recruited through social media advertisements, email invitations, or partnerships with influencers, emphasizing the study's purpose, time commitment, and incentives.

Informed Consent
Before participation, participants were ensured of data confidentiality and provided informed consent.

Data Collection
Survey responses and relevant data from social media platforms were consistently and accurately collected.

Data Analysis
The collected data were analyzed using Regression and correlation methods to discern relationships between variables and identify critical predictors of consumer behavior.

Interpretation and Reporting
Results were interpreted and reported, emphasizing significant correlations, regression coefficients, and insights beneficial for businesses in understanding the influence of social listening and search on consumer perceptions and behaviors.

Descriptive Statistics
• The mean response for the statements ranged from 3.5294 (slightly leaning towards "Agree") to 4.2745 ("Agree to Strongly Agree").
• The demographic profile suggests females aged 18-24, primarily undergraduates, are the dominant demographic in this study.

Social Listening and Social Search Impact
• Social listening and social search significantly impact consumer perceptions and decision-making.
• Most respondents agree that these tools help them discover new products and understand brands better.
• Nearly 85% agree that social search helps them discover new products.
• Over 70% agree that social listening helps brands understand their preferences.

Social Media Interactions and Purchasing Behavior
• Social media interactions significantly influence purchasing decisions.
• Over 60% agree that their interactions on social media lead to actual purchases.
• Positive social media interactions (likes, comments) significantly increase the likelihood of purchase.
• Over 75% agree that positive social interactions make them more likely to buy a product.
• Negative comments or reviews make consumers less likely to purchase.
• Around 80% agree that negative reviews deter them from buying a product.

Consumer Engagement with Brands on Social Media
• Consumers actively engage with brands on social media.
• Over 55% agree they engage with brands by following, liking, sharing, or commenting.
• Brands that respond to comments or messages grab consumers' attention.
• Over 70% agree that brands responding to their interactions grab their attention.
• Interactive contests and campaigns on social media increase engagement.
• Around 55% agree that they are more likely to engage with brands running interactive campaigns.

Social Media as a Primary Source of Product Information
• Social media is a primary source of product information for consumers.
• Over 70% agree they rely on social media for information about new products.
• User-generated content (reviews, unboxing videos) is considered more authentic than traditional advertising.
• Over 75% agree that user-generated content is more authentic than traditional advertising.• k is the number of items or questions in your set.
• ∑(variance of item scores)∑(variance of item scores) is the sum of the variances of the individual item scores.
• The variance of total scores variance of full scores is the variance of the total scores across all items.The Cronbach's alpha ranges from 0 to 1.The closer the alpha value is to 1, the higher the internal consistency or reliability of the set of items.A common rule of thumb is that an alpha of 0.70 or higher is acceptable for research purposes, but higher values (closer to 1) indicate more vital internal consistency.In summary, Cronbach's alpha reliability test is a valuable tool for assessing the consistency and reliability of a set of items used to measure constructs in research.

Sample Size
• There are 102 respondents in the study, exceeding the minimum required sample size of 92 for a 95% confidence level and 5% margin of error.
• This ensures sufficient data for analysis.

Effectiveness of Social Listening Tools
• Businesses should use social listening tools to understand consumers and respond to their concerns.
• Over 80% agree that social listening tools help businesses gather valuable insights and respond to customer feedback.

Social Listening, Social Search, Brand Loyalty
• Brands that actively engage in social listening and social search earn more loyalty from consumers.
• Over 75% agree that brands using these tools are more likely to earn loyalty.
• Responding to inquiries and feedback positively impacts brand perception.
• Over 85% agree that brand responsiveness on social media positively impacts their perception.
Overall, the survey results highlight the significant impact of social media on consumer behavior.Consumers rely on social media for product information, engage with brands, and are influenced by social interactions and usergenerated content.

Regression Analysis
The study's regression analysis reveals insightful relationships between predictors and dependent variables, shedding light on critical aspects of consumer behavior in the digital landscape.

Social Listening and Social Search Impact
There is a significant relationship between the constant predictors (gender, age, and education) and this dependent variable (p-value = 0.039).

Social Media Interactions and Purchasing Behavior
A significant relationship exists between the constant predictors and this dependent variable.

Consumer Engagement with Brands on Social Media
No significant relationship was found between the independent variables and this dependent variable (p-value = 0.961).

Social Media as a Primary Source of Product Information
No significant relationship was found between the predictors and this dependent variable (p-value = 0.126).

Effectiveness of Social Listening Tools
There is a significant and positive relationship between the independent variables and this dependent variable (p-value = 0.000).

Social Listening, Social Search, and Brand Loyalty
The predictors and this dependent variable are significantly related (p-value = 0.05).

Predictive Power
• The independent variables can be used to predict: -Social Listening and Social Search Impact -Social Listening, Social Search, and Brand Loyalty • The independent variables are less effective in predicting: -Social Media Interactions and Purchasing Behavior -Social Media as a Primary Source of Product Information

Correlation Analysis
• Gender has a strong correlation with four dependent variable groups: -Social Listening and Social Search Impact -Social Media Interactions and Purchasing Behavior -Effectiveness of Social Listening Tools -Social Listening, Social Search, and Brand Loyalty • No significant correlation was found between gender and the following: -Consumer Engagement with Brands on Social Media -Social Media as a Primary Source of Product Information • Educational background does not show significant correlations with any dependent variable.
• All dependent variable groups are closely related or strongly correlated.Gender is a crucial factor influencing consumer behavior across several areas, including social media engagement, reliance on social media for product information, and brand loyalty.The educational background seems to have a minor impact on consumer behavior, more so than gender and age.There are strong interrelationships between various aspects of consumer behavior regarding social media.

Findings
The study's objectives are meticulously addressed through its findings, providing a comprehensive understanding of the impact of social media on consumer behavior.Across various objectives, the study reveals consistent patterns: 2. Both social listening and social search significantly influence consumer perceptions.Most respondents agreed that these tools help them discover and better understand brands and the impact of social listening and social search on consumer decision-making processes.
3. Social media interactions notably influence purchasing decisions.Positive interactions increase the likelihood of purchase, while negative reviews or comments deter consumers from buying products.
4. Over 60% agreed that social media interactions lead to actual purchases.Positive interactions significantly increase the purchase probability, while negative comments or reviews decrease it.
5. Active engagement with brands on social media occurs.Responding to comments or messages, interactive contests, and campaigns significantly increase engagement.
6. Social media is a primary source of product information for consumers.They rely on user-generated content, considered more authentic than traditional advertising.Am.J. Econ.Bus.Innov.3(2) 66-74, 2024 7.Over 80% of respondents said social listening tools are effective for businesses.They help gather valuable insights and respond to customer feedback.
8. Brands actively engaged in social listening and search tend to earn more consumer loyalty.Responsiveness on social media positively impacts brand perception.The study rigorously tests hypotheses and draws conclusive insights, offering a robust foundation for understanding social media's impact on consumer behavior.Each hypothesis is carefully examined, and the conclusions reveal the interconnected nature of social listening, social search, and social media interactions in shaping brand perceptions, consumer decisions, and brand loyalty.The rejection of specific hypotheses underscores these digital practices' pivotal role in influencing consumer behavior.The findings contribute to the growing knowledge in digital marketing and consumer engagement.
Hypothesis 1 (H1) Social listening does not significantly impact consumer perceptions of brands and products.

Conclusion
The hypothesis is rejected.Social listening significantly influences consumer perceptions and attitudes toward brands and products.
Hypothesis 2 (H2) Social search does not significantly affect consumer decision-making.

Conclusion
The hypothesis is rejected.Social search significantly impacts consumer decision-making processes, influencing product discovery and brand understanding.

Hypothesis 3 (H3)
There is no significant correlation between social media interactions (likes, shares, comments) and consumer purchasing behavior.

Conclusion
The hypothesis is rejected.Social media interactions correlate significantly with consumer purchasing behavior, positively and negatively.

Hypothesis 4 (H4)
Social listening, social search, and other factors do not significantly influence active consumer engagement with brands on social media.

Conclusion
The hypothesis is partially rejected.While social listening and search impact engagement, other factors may also contribute significantly.
Hypothesis 5 (H5) Social media platforms are not replacing traditional search engines as sources of product information.

Conclusion
The hypothesis is rejected.Social media is increasingly becoming a primary source of product information, challenging traditional search engines.
Hypothesis 6 (H6) Social listening tools do not effectively provide valuable insights for businesses.

Conclusion
The hypothesis is rejected.Social listening tools are deemed effective in offering valuable consumer insights and aiding businesses in responding to customer feedback.

Hypothesis 7 (H7)
There is no significant relationship between social listening, social search, and brand loyalty.

Conclusion
The hypothesis is rejected.There is a notable relationship between social listening, social search, and brand loyalty, particularly in enhancing brand perception and earning consumer loyalty.Overall, the study's comprehensive examination of the impact of social listening, social search, and social media interactions on consumer behavior provides actionable insights for marketers.The nuanced understanding of demographic influences, predictive power, and correlations enhances the study's relevance in guiding strategic decision-making.The recommendations derived from the study's findings can empower brands to tailor their approaches, fostering more meaningful and effective engagement with consumers in the ever-evolving digital landscape.

Reliability of Measures
The study's internal consistency and reliability, assessed through Cronbach's alpha, stand at an excellent level of 0.927, indicating robust reliability of the survey items.

Sample Size
With 102 respondents, the study exceeds the minimum required sample size, ensuring a robust dataset for analysis.

Descriptive Statistics
The demographic profile primarily comprises females aged 18-24, predominantly undergraduates, highlighting the dominant demographic in the study.

Impact of Social Listening and Social Search
• Both significantly influence consumer perceptions and decision-making processes, aiding in product discovery and better brand understanding.

Social Media Interactions and Purchasing Behavior
• Positive interactions strongly influence purchase decisions, while negative comments deter consumers.

Consumer Engagement with Brands on Social Media
• Active engagement occurs, especially when brands respond to interactions or run interactive campaigns.

Social Media as a Primary Source of Product Information
• It's a primary source, with user-generated content considered more authentic than traditional advertising.

Effectiveness of Social Listening Tools
• Businesses benefit from these tools, as they help gather insights and respond to customer feedback effectively.

Social Listening, Social Search, and Brand Loyalty
• Brands utilizing these tools earn more loyalty by positively impacting brand perception.

Regression Analysis
Predictive Power Some variables are effective predictors of certain behaviors, such as Social Listening, Social Search Impact, and Brand Loyalty, while less so for behaviors like Social Media Interactions and Product Information sourcing.

Correlation Analysis
Gender notably influences various aspects of consumer behavior on social media, while educational background has a more negligible impact.

Research Objectives and Findings
The study's findings align with the set objectives:

Social Listening and Search Impact
They significantly affect consumer perceptions and decision-making.

Social Media Interactions
They strongly correlate with purchasing behavior.

Consumer Engagement with Brands
Various factors contribute to active engagement.

Social Media as a Source of Product Information
It increasingly dominates as a primary information source.

Effectiveness of Social Listening Tools
They are effective in providing valuable insights.

Relationship with Brand Loyalty
They positively impact brand loyalty and perception.Each hypothesis aligns with the findings, demonstrating the significance of social listening, search, and social media interactions on consumer behavior and brand engagement.

CONCLUSION
In conclusion, the comprehensive analysis of the study's results provides valuable insights into the intricate dynamics of social media's influence on consumer behavior.The study successfully addresses its objectives, shedding light on the impact of social listening, social search, and social media interactions.Notably, the study's findings contribute to the existing knowledge in digital marketing, offering actionable insights for marketers and businesses to enhance their understanding of consumer behavior in the digital landscape.The reliability statistics, measured through Cronbach's alpha, reveal a commendable internal consistency and reliability level of 0.927 for the entire questionnaire.This indicates that the survey items consistently measure the intended construct, bolstering the credibility of the study's outcomes.The sample size of 102 respondents surpasses the minimum requirement, ensuring a robust dataset for analysis.Descriptive statistics outline the demographic profile, emphasizing the dominance of females aged 18-24, primarily undergraduates, in the study.This demographic insight becomes pivotal for tailoring marketing strategies and engagement efforts to align with the preferences and behaviors of the identified influential group.The regression analysis delves into the relationships between predictors and dependent variables, offering nuanced insights into consumer behavior.Noteworthy relationships are identified, such as the significant impact of constant predictors on Social Listening and Social Search Impact.The predictive power of independent variables is highlighted, showcasing their effectiveness in predicting certain behaviors while being less effective for others.Correlation analysis underscores the crucial role of gender in influencing consumer behavior across various dimensions of social media engagement, product information reliance, and brand loyalty.Educational background, although having a more minor impact, still contributes to the overall understanding of demographic influences.The study's rigorously tested and concluded hypotheses reveal the interconnected nature of social listening, social search, and social media interactions in shaping brand perceptions, consumer decisions, and brand loyalty.The rejection of specific hypotheses emphasizes these digital practices' pivotal role in influencing consumer behavior.

RECOMMENDATIONS
Based on the study's findings, several recommendations are proposed to guide marketers and businesses in optimizing their social media strategies:

Prioritize Social Media Engagement
Encourage brands to prioritize engagement on social media platforms by responding positively to consumer interactions and feedback.Building a positive online presence contributes to enhanced consumer perceptions and loyalty.

Leverage Social Listening Tools Effectively
Businesses should utilize social listening tools effectively to gather valuable insights and shape their strategies and responsiveness, as identified by Verhoef et al. (2014).Liu et al. (2017) noted a positive and interactive social media presence for establishing deeper consumer connections.

Table 1 :
Reliability Statistics