The Influence of Social Media Usage on the Spending Habits of Students: A Quantitative Analysis

Abstract

This study investigated the influence of social media usage on the spending habits of students at a tertiary academic institution in Cabanglasan, Bukidnon. With social media platforms becoming increasingly embedded in daily life, particularly among the youth, this research explored how students’ attitudes and subjective norms derived from social media interactions affect their financial behavior. Anchored on the Theory of Reasoned Action, the study employed a descriptive quantitative research design using a structured survey administered to Business Administration students. Results revealed that students exhibit a very positive attitude toward social media and experience strong social media pressure, both of which contribute to moderately impulsive spending habits. Notably, regression analysis indicated a significant relationship between social media usage—especially subjective norms—and spending behavior, with social media usage explaining 64.67% of the variance in students’ spending habits. The findings emphasized the need for digital and financial literacy programs to mitigate impulsive spending behaviors driven by social media influence. This study offered valuable insights for students, educators, institutions, and business stakeholders aiming to understand and manage the financial impact of digital engagement among the youth.