The Influence of Social Media Engagement in Consumer’s Purchase Intention in E-Commerce

Abstract

Social media usage has a considerable impact on consumers' purchase intentions, as it increases their interest and willingness to make online purchases. This study explored how social media engagement influences e-commerce consumers in Santo Tomas, Davao del Norte. A quantitative descriptive-correlational design was used, involving 300 e-commerce consumers selected through stratified random sampling. Data were collected using adapted survey questionnaires that measured social media engagement and consumers' purchase intentions. Results showed that social media engagement was high, as was consumer engagement, a pattern often observed. Statistical analysis revealed a strong and significant relationship between social media engagement and consumers’ purchase intention. Such behavior indicates that social media plays a significant role in capturing consumers’ attention, shaping preferences, and potentially influencing decision-making processes. These findings suggest that respondents' frequent preparedness and willingness to make purchases on TikTok Shop, as evidenced by product interest, intention to transact, and intentions to make future and increased purchases.