Facebook Advertising Features and Their Influence on Consumer Purchase Decisions Among Residents of Barangay Apopong, General Santos City

Abstract

Facebook advertising has become a dominant tool for businesses to engage consumers, yet the specific features that drive purchasing decisions remain underexplored in localized contexts. This study investigated the relationship between Facebook advertising features—engagement, impressions, and click-through rate—and consumer purchase decisions among 130 residents of Barangay Apopong, General Santos City. Using a quantitative, descriptive-correlational design, data were collected via a validated and reliable self-administered questionnaire and analyzed using means and Pearson’s correlation coefficient. Results revealed that residents often interact with Facebook ads, demonstrating consistent engagement, repeated exposure, and responsiveness to visually appealing and promotional content. Consumer purchase decisions were rated as “always” for interest and “often” for trust and actual buying behavior. A significant positive correlation was found between Facebook advertising features and consumer purchase decisions, indicating that enhanced ad exposure and interaction increase consumer engagement and purchasing behavior. These findings underscore the practical significance of crafting interactive, informative, and visually compelling advertisements to influence online buying. Marketers are encouraged to leverage these insights for optimized ad design and targeting, while consumers are advised to engage critically with online ads to make informed purchasing choices. This study highlights the critical role of Facebook advertising metrics in shaping consumer behavior and driving measurable outcomes in digital commerce.