The Impact of Social Media Advertising Frequency  on Consumer Purchase Intent and  Brand Loyalty in Metro Manila

Michel Barroquillo; Graham De Leon Hiquiana; Zenaida Adan Gueta; Julius Bautista Mesina

doi:10.36948/ijfmr.2025.v07i06.62516

The Impact of Social Media Advertising Frequency on Consumer Purchase Intent and Brand Loyalty in Metro Manila

Author(s)	Michel Barroquillo, Graham De Leon Hiquiana, Dr. Zenaida Adan Gueta, Mr. Julius Bautista Mesina
Country	Philippines
Abstract	This study investigates the impact of social media advertising frequency on consumer purchase intent and brand loyalty among college students in Metro Manila. Guided by the Mere Exposure Theory and Brand Equity Theory, the research explores how repeated exposure to online advertisements influences consumer awareness, trust, and long-term loyalty toward brands. Using a descriptive-correlational design, data were collected from 169 respondents through a validated survey instrument distributed via online platforms. Statistical tools such as weighted mean and Pearson’s correlation coefficient were employed to analyze the data. Findings revealed that respondents frequently encounter social media advertisements, with high levels of agreement indicating that repeated exposure enhances brand recall, trust, and purchasing consideration. Results also showed a strong positive relationship between advertising frequency and both purchase intent and brand loyalty. Furthermore, purchase intent and brand loyalty were significantly correlated, suggesting that frequent exposure not only encourages immediate buying decisions but also fosters lasting emotional attachment to brands. The study concludes that optimized advertising frequency can effectively increase both purchase intent and brand loyalty among young consumers. However, excessive repetition may lead to decreased engagement, highlighting the need for balanced ad scheduling. The results provide practical insights for marketers, entrepreneurs, and educators on leveraging social media advertising strategies to build stronger brand-consumer relationships in the digital marketplace.
Keywords	Social media advertising, Advertising frequency, Purchase intent, Brand loyalty, College students, Metro Manila, Consumer behavior, Online advertisements
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-11
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.62516

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The Impact of Social Media Advertising Frequency on Consumer Purchase Intent and Brand Loyalty in Metro Manila

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