Clickbait advertising and purchase behavior of selected young consumers in Davao City

Abstract

significant component influencing a consumer's purchase choice is the advertising that appears on various social media sites. Clickbait advertising, a type of advertising that seeks to get consumers to click on a headline, is a marketing tactic often employed nowadays. This study aimed to determine the influence of clickbait advertising on the purchasing behavior of young consumers. A descriptive approach was used to determine the influence of clickbait advertising and the purchase behavior of young consumers in this study. In addition, researchers used an adapted questionnaire. Spearman's rho, mean, and standard deviation were utilized to analyze the data statistically. The study found that young consumers generally feel neutral about the visual and psychological effects of clickbait advertising on their purchasing behavior. While they agree that their personal preferences influence what they buy, they are neutral about whether their purchasing decisions are influenced by their financial situation. However, the study also discovered that clickbait advertising does not seem to affect consumers' overall purchasing decisions. This implies that consumers are not influenced to make purchases when exposed to clickbait advertising.