Scroll and Shop: Exploring How Social Media Advertisements Influence the Purchasing Habits of Grade 11 Students at Noveleta Senior High School

This study explores the influence of social media advertisements on the purchasing habits of Grade 11 students at Noveleta Senior High School using a qualitative phenomenological approach. Data were collected through in-depth interviews with ten students to understand their perceptions and experiences with online advertising. The study aimed to examine how social media advertisements affect students’ product awareness, decision-making, and their ability to distinguish between needs and wants, as well as to identify the elements that build trust and interest and influence post-purchase satisfaction or regret. Findings revealed that students are frequently exposed to social media advertisements, which contribute to their product awareness and initial interest, often driven by appealing visuals and promotional strategies. While some participants demonstrated self-control by carefully evaluating products before purchasing, others reported being influenced by external factors such as reviews and online feedback, although they still applied personal judgment in making decisions. The study highlights the importance of media literacy in promoting responsible consumer behavior and recommends that schools and parents work together to foster more critical and informed online engagement among adolescents, while also providing insights for educators, policymakers, and advertisers in developing responsible advertising practices and safer digital environments for young consumers.