Authors : Lourgielene Khay V. Momo; Mary Jane B. Niño; Jhon- Jay-Mar C. Batag

Volume/Issue : Volume 11 - 2026, Issue 4 - April

Google Scholar : https://tinyurl.com/4f956ucb

Scribd : https://tinyurl.com/3u5nhsf9

DOI : https://doi.org/10.38124/ijisrt/26apr785

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study explores how social media marketing (SMM) influences consumer spending behavior in New Public Market at Santiago City’s retail industry. Platforms like Facebook, Instagram, and TikTok have become key tools for businesses to connect with customers, raise brand awareness, and encourage purchases through targeted ads, influencer promotions, and customer reviews. Using a quantitative descriptive research design, the study gathered data from 25 participants of consumers. The results show that social media plays an important role in helping consumers discover new products, learn about brands, and engage with promotions. Features like online reviews, recommendations, and discounts were found to strongly influence buying decisions. Retailers noted that customer feedback and high-quality posts helped build trust with their audience. However, both retailers and consumers face challenges. Retailers struggle with small budgets, limited skills in using social media tools, and competition. Consumers sometimes doubt the trustworthiness of online promotions and face issues like slow internet connections. Despite these problems, social media remains a powerful way for businesses to connect with customers and grow. The findings provide practical advice for retailers to improve their social media strategies by creating engaging and reliable content while addressing challenges.

Keywords : Social Media Marketing, Retail, Spending Behavior

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