Immaculada Concepcion College
Of Soldiers Hills Caloocan City, Inc.
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City, 1427
THE EFFECTS OF TIKTOK AFFILIATES ON THE SPENDING HABITS
OF STUDENTS AT IMMACULADA CONCEPCION COLLEGE
A Research Paper
Presented to the Faculty of Senior High School Department
Immaculada Concepcion College
In Partial Fulfillment
Of the Requirements for Research Project
Ochate, Don Marico R.
Paculan, Vince Lordy P.
Roque, Christina Rose
Sajol, Julna Chrylle L.
Selpides, Keara Shylah V.
Solon, Pauleen J.
May 2025
2
APPROVAL SHEET
This research paper, entitled, The Effects of Tiktok Affiliates on the
Spending Habits of Accountancy Business and Management Students at
Immaculada Concepcion College in Partial fulfilment of the requirements
for Research Project, has been examined and is recommended for
acceptance and approval for ORAL EXAMINATION.
Ruvelyn C. Original, LPT
Research Adviser
___________________________________________________________
PANEL OF EXAMINERS
Approved by the committee on Oral Examination with a
Grade Point Average of _______.
Cornelio Doloque, PhD
Panel Chair
Mila Carmel Gorgonio, LPT
Member
Mikee Leonardo, LPT
Member
Accepted and approved in partial fulfilment of the requirements for
Research Project on __________________________.
3
ACKNOWLEDGMENT
The researchers would like to express their gratitude first, The
Almighty God for giving the researchers strength, and wisdom to
successfully finish this project. The researchers could not finish this
project without guidance and help from Him.
The researchers are grateful to their parents and family for their
support during their hardships. The motivation that they give to the
researchers gave them a boost to finish this project and it means a lot to
the researchers.
Special greetings to Grade 12 ABM students of Immaculada
Concepcion College for participation making a research and studying The
Effects of Tiktok Affiliates on the Spending Habits of Accountancy
Business and Management Students at Immaculada Concepcion
College.
Lastly, the researchers would like to show their appreciation to the
faculty and teachers for teaching the researchers knowledge, and
Specially to Ms. Jasmin Buergo (Research Teacher), and Ms Ruvelyn C.
Original (Research Adviser), for their guidance throughout this research
journey to finish the project and support.
4
DEDICATION
The researchers dedicate their study to God, whose wisdom, power,
and direction have continuously inspired them along the way. This task
would not have been feasible without divine favor.
To parents, whose constant belief in them, sacrifices, and
unconditional love have laid the groundwork for everything they have
accomplished. The encouragement and support keep them motivated and
passionate.
To the educators who have taught them the virtues of tenacity,
curiosity, and critical thinking in addition to knowledge. The dedication to
the education and development has been crucial.
To guardians, who have consistently looked out for welfare and
supported the researchers through the difficulties of life by offering stability,
care, and encouragement.
The researchers dedicate this study to their fellow students, whose
support, friendship, and shared experiences have added to the
significance of this academic journey. The researchers hope that this
piece serves as a tribute to the combined efforts of everyone who has
influenced their career.
5
ABSTRACT
The Effects of Tiktok Affiliates on the Spending Habits
Title:
of Students at Immaculada Concepcion College
Authors:
Ochate, Don Marico R. , Paculan, Vince Lordy P. ,
Roque, Christina Rose. , Sajol, Julna Chrylle L. ,
Selpides, Keara Shylah V. , Solon, Pauleen J. ,
Strand:
Accountancy, Business, and Management
Adviser:
Ruvelyn C. Original, LPT
The purpose of this study is to explore the effects of TikTok affiliate
on spending habits of Accountancy, Business and Management students
at Immaculada Concepcion College. The methods that used in this
research are descriptive design, slovin formula to formulate the total
respondents, and this study is consisted of 157 ABM Students. The
sampling
technique
is
non-probability
convenience
sampling,
the
researchers used and maded a online survey-questionnaires to the ABM
students which is served as the research instrument, provided a precise
strategy to gather the data, to investigate how students' spending habits
are impacted by TikTok. It is knew how many students experience daily
spending habits on their lives when using these platforms. The
participants identities and personal information kepted hidden in order to
6
ensure anonymity, confidentiality, and the prevention of any potential harm
and
the
researchers
maked
sure
that
collecting
the
answered
questionnaires from respondents is done properly and in a respectful way.
The researchers used weighted mean, likert scale, and ranking to interpret,
analyze the data collected from the respondents.
Based on the results, the respondents demonstrated their spending
habits high extent, specially, when they have consumer awareness, and
the characteristics and Tiktok affiliate influenced their spending habits,
when they thought of product that has a perceived value. In conclusion, it
showed a high extent when students demonstrated their spending habits,
and high extent influenced of characteristics and Tiktok affiliate on the
spending habits of the ABM students.
Keywords: Influence, Tiktok Affiliate, Spending
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TABLE OF CONTENTS
Page
TITLE PAGE
I
APPROVAL SHEET
II
ACKNOWLEDGMENT
III
DEDICATION
IV
ABSTRACT
V
TABLE OF CONTENTS
VII
LIST OF TABLES
IX
LIST OF FIGURES
X
Chapter 1
INTRODUCTION
Background of the Study
12
Statement of the Problem
14
Related Literature and Studies
15
Synthesis of the Reviewed Literature and Studies
25
Theoretical Framework
27
Conceptual Framework
28
Research Paradigm
30
Scope and Delimitation of the Study
31
8
Significance of the Study
31
Definition of Terms
33
Chapter 2
METHODOLOGY
Research Design
35
Respondents of the Study
36
Sampling Technique
36
Instrument of the Study
37
Construction of the Instrument
38
Validation of the Instrument
39
Ethical Considerations
39
Administration and Retrieval of the Questionnaires
40
Statistical Treatment of Data
41
Chapter 3
RESULTS
Sub-problem no. 1
44
Sub-problem no. 2
46
9
Chapter 4
DISCUSSIONS
Summary of Findings
50
Conclusions
52
Recommendations
53
Proposed Output
57
BIBLIOGRAPHY
60
APPENDICES
65
CURRICULUM VITAE
84
LIST OF TABLES
Table
1. Likert Scale Interval
42
2. The Extent of How the Respondents Demonstrate Spending
Habits
44
3. The Extent How Characteristics of Tiktok Affiliates Influence the
Spending Habits of the Respondents
47
10
LIST OF FIGURES
Figure
1. Theoretical Framework
27
2. Conceptual Framework
29
3. Research Paradigm
30
CHAPTER 1
INTRODUCTION
TikTok is one of the popular social media platform specifically in the
group of young people, such as students. One of the significant feature of
Tiktok is Tiktok affiliate, where brand are connecting to content creators to
make a short video about the product. The cause large population of
TikTok, many people are watching this ads about the product and
students are one of them. Even though Tiktok Affiliate is a great help to
the company, there are still potential effects on students, such as
overspending and unplanned buying.
The
findings
of
the
study
will
benefit
to
students.
Just
understanding this study, the student can improved their financial
management and decision making. This research is was able to
understand why students are utilizing or used Tiktok in buying products
and what influenced the students to purchase in Tiktok instead of other
platform
Most of the existing studies focused only on general TikTok usage
or social media influence on spending behavior, but few Studies focus on
how Tiktoks’ affiliate marketing influences spending habits of students,
12
and that's what our study explored on, to find out the effects of TikTok
affiliate on the spending habits of students.
In this chapter, it provided the background of the study, the
questions in statement of the problem, as well the review of related
literature and studies, the syntheis of the reviewed literature and studies,
the theory that supported this study, the conceptual framework, the
research paradigm with the I-P-O model, the explaned scope and
delimitation, the significance of this study, and the definition of terms used
in this study.
Background of the Study
Tiktok is one of the most popular social media platforms used by
many young people, including students. As the app continues to grow, it
introduced a feature called Tiktok affiliate, where user are allowed to
create a promotion video to a product and earn money, This feature allows
users, to monetized the content and potentially influence the purchasing
decisions of the students, understanding how participation in Tiktok
affiliate marketing may affect students financial behavior, particularly the
spending habits.
13
TikTok affiliate promotes and can lead to impulse buying and
increases peer pressure, to spend money on trendy but unnecessary
items for students, This behavior can result in students neglecting savings
or saving for more important things. The Tiktok affiliate can cause the
students to overspend and prioritize unimportant things rather than
important things which can negatively impact in their overall financial.
In this study, it ensured that the students enhance their awareness
of their financial behavior and budgeting skills. This study will also made
them understand how TikTok Affiliate affect the purchasing behavior and
reflect on their own spending habits, learn to make spending choices.
According to Asif V.A (2023), Improving financial literacy can help a
person to make a better financial decision. It is important that students
learn budgeting, it can help the students to avoid overspending.
This study explored the effects of Tiktok affiliate on spending habits
of students. This research topic contributed to students who does not have
knowledge to financial and to improve money management. This topic
was chosen because Tiktok is a popular app among students, and many
influencers used it to promote products through affiliate links. This may
14
affect how students spend their money, especially since most of them
have limited financial resources.
It is important to study whether this trend leads to impulsive buying
or changes in their spending habits. Understanding this can help raise
awareness about online spending and promote wiser money management
among students
Statement of the Problem
This study aims to explored the effect of tiktok on spending habits
of Accountancy, Business and Management students
1. To what extent do respondents demonstrate spending habits in terms of:
1.1 Monthly Allowances
1.2 Purchase Intent
1.3 Product Interest Level
1.4 Impulsive Buying Behavior
1.5 Consumer Awareness
1.6 Spending Consciousness
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2. To what extent do the following characteristics and Tiktok affiliates
influence the spending habits of the respondents in terms of:
2.1 Advertising Exposure
2.2 Tiktok Usage Intensity
2.3 Content - Type Preference
2.4 Perceived Product Value
2.5 Tiktok Content Engagement
2.6 Perceived Authenticity of Content
3. What is the effect of Tiktok Affiliates on the spending habits of
Accountancy Business and Management Students?
4. Based on the results, what recommendations can be made to improve
the spending habits of the respondents?
Related Literature and Studies
In this chapter, it reviewed relevant literature and studies that
explored about the TikTok Affiliate impact on purchase decision. This
existing research literature and studies, provided a deep understanding of
how Tiktok affiliate marketing affect the spending habits of students.
16
Related Literature
The Effect of Affiliate Marketing on Impulse Buying
According to Dayanti (2024), the affiliate marketing had been
significance affects persons to impulse buying. TikTok users who have
been exposed to promoting video content are more likely to do unplanned
purchase. Specially, the users are more influence when the video is very
interesting.
Affiliated Marketing Content in Shopee Through Tiktok Media on
Purchase Decisions
As stated by Hardianawati (2023), the affiliate marketing is a tool
for Marketing, but also influence users to their spending habits. There are
also some company's sales had increased due to affiliate marketing. It
affects the purchasing decisions of users, and it showed in the data that
overall 86.2% of users indicate that TikTok affiliate marketing had a
significantly impact on their purchasing decisions. This suggest that user
are not just watching affiliate marketing, they are actively being persuaded
to make a purchase based on what they see.
17
How social media influencers shape consumer decisions
As explained by Adobe Express (2024), over 34% of users are
likely to purchase a product influenced by promotional videos. In the past
year, half of Tiktok users haa maded impulse purchases based on items
recommended by creators. Over 50% of Tiktok user are reportedly
spending such a high amount of money on impulse purchase influenced
by promotional video
The Impact of Social Media Influencers on Student Lifestyle and
Spending Habits
Based on Raghav (2024), the social media marketing such as
affiliate promotions can influence users to impulse buying, and can lead to
unhealthy spending habits, which can resulted to a poor financial
responsibility over the long term. The students are likely to buy products
because of promotional video.
Tiktok Affiliate Marketing: Factors Influencing Purchase Intention of
Young Professional Consumers in Santa Cruz, Occidental Mindoro
As per Sibulan et al., (2024), the tiktok affiliate marketing has
significantly influenced the spending decision of the adolescence. The
18
factors are ads that is effectively succeeded when it comes to influencing
the purchasing decision of adolescent.
The Impact of TikTok On Consumer Purchasing Behavior
As mentioned by Song (2024), over 86.2% overall, TikTok Affiliate
content are significantly succeeded to influence the consumers’ to their
purchase
decision.
The platform encourages
users
to
voluntary
engagement leading to purchases.
The Steady Rise of TikTok And Its Influence on Consumer Purchase
As indicated by Bell (2022), the Tiktok advertisements are
becoming more lead to the app. Over 44% of users said that they
discovered products watching short video promotion in their feed. Also ,
over 37% of users mentioned that they impulsed buying after watching
through some advertisement on the platform.
Impact of Affiliate Marketing in e Business on Consumer Buying
Behaviour
From the point of view of Mulla (2022), the affiliate marketing is a
product promotion that significantly influenced the purchasing decision of
19
consumers. It plays when it comes to Influencing the decision making
process of the users when it comes to buying products.
New research reveals how influencers’ words impact engagement in
affiliate marketing on social media
On the authority of Pope (2023), the social media usage has
increased rapidly, the influencers who are promoting a product had been
influencing the consumers to overspend. The consumers are spending
watching on average of 2 and half hours in affiliate advertisement..
The Role of Affiliate Marketing on Purchase Decision Moderated
Purchase Interest on Tiktok
As claimed by Asadiyah, et al., (2023) the Tiktok affiliate
advertisement has significant impacted the users who are using the
TikTok platform. In addition, users purchasing intention can have a
significant impact on Spending habits because of watching the affiliate
advertisements of Tiktok.
20
Related Studies
Digital Marketing Features In Tik Tok Influence Purchase Decision: A
Study Among USIM Students
Accoring to Jumali, and Mustaffa (2023) there are three dimensions
of TikTok-affiliated, the videos—informative, entertaining, and emotional,
which their is an impact on consumer behavior and purchase intentions of
Generation Z. The combination of social media and marketing has
significantly transformed the businesses when promoting their products
and services. The Tiktok has evolved into a powerful platform that
influences consumer behavior and purchasing decisions. The influencers
ability to create engaging, authentic, and relatable content has reshaped
how consumers discover and evaluate products. Informative videos
provide essential details about products, while entertaining and emotional
content captures attention and builds a sense of trust and connection.
These factors had driven consumer engagement, encourage
product exploration, and often lead to purchases. This examinined how
these dimensions affect consumer behavior. The businesses can use to
optimize their strategies on Tiktok and influence the purchasing decisions
of their audience effectively.
21
The Influence of TikTok Affiliate Digital Marketing Strategy on
Generation Z Purchase Intentions in Jakarta, Indonesia
As stated by Azmi, et al., (2025) that Tiktok and affiliate on digital
marketing strategies influenced users to their purchase intention of
consumer among the social media, impact by watching of the reviewing on
that product to boost their trust and recommendations.
Investigating the impact of TikTok on the generation Z buying
behavior and their insight of selecting brands.
As believed by Dirir (2022), The Tiktok affect the zoomers buying
behavior and perception of the any brand. It analyzed through experience
and view of the generation Z on Tiktok for the sample design of their
products and the chosen the collective items to behavior based the
specific brand.
TikTok made me buy it: The impact TikTok has on people's
purchasing decisions in the fashion industry.
On the report of Levering (2023), The social media usage has
significantly increased in recent of year with Tiktok particular setting peace,
22
The TikTok has an impact on consumer purchasing decision, specially
within the fashion industry. It has approached of quantitative approach and
conducted an online survey with 205 people participating the survey,
which resulted that Tiktok has an influence on purchasing decision of the
respondents.
Effectiveness of TikTok Marketing on Students’ Purchase Intention
Towards Fashion Products.
As maintained by Mahmud, et al., (2024), The Tiktok marketing
significantly influences students' purchase intentions toward fashion
products. The effective promotional strategies and time spent on the
platform play a crucial role. Tiktoks’ visual appealing and trend-driven
content, combined with influencer endorsements and seamless shopping
experiences, encourages through promotions, discounts, and relatable
content resonate with users, fostering a connection that boosts purchase
behavior. Although individual preferences for content may vary, the
platform’s ability to captivate attention and align with user interests
highlights its importance in shaping consumer habits, particularly among
students seeking to stay updated with fashion trends.
23
#Budolfinds: The Role of TikTok’s Shopee Finds’ Videos in the
Impulsive Buying Behavior of Generation Z Consumers.
As stated by Barcelona, et al., (2022), The Tiktok shopee finds
videos significantly influenced the impulsive buying behavior of consumers,
This generation tends to prioritized value and promotional deals while
balancing impulsivity with informed decision-making. Gender differences
were minimal, as both men and women exhibited similar impulsive buying
tendencies. The businesses can optimize their marketing strategies by
leveraging social media, influencer partnerships, and targeted promotions
to appeal to this tech-savvy demographic.
Impact of TikTok Social Media Marketing on Generation Z's Choice of
Fitness Centers in Jordan.
As explained by Almrafee (2022), The Tiktok influences the choice
of fitness centers among Generation Z in Jordan. It focused on five factors:
entertainment, interaction, trendiness, customization, and electronic wordof-mouth (eWOM). The findings revealed that entertainment, interaction,
customization, and eWOM significantly influenced consumers' decisions,
while trendiness did not.and it shows that Tiktok attract customers.
24
Exploring the Impact of TikTok E-WOM on Product Purchase
Decisions through Social Media
Based on Rante, et al., (2024),The Electronic Word-of-Mouth (EWOM) on Tiktok influenced consumer purchasing decisions, particularly
among Generation Z. It highlighted that the quality, quantity, and credibility
of E-WOM play a crucial role in shaping consumer trust and purchase
intent. A positive brand image is also essential, as it mediates the
relationship between E-WOM and purchase decisions. The research finds
that TikTok, especially for beauty products, has became a powerful
platform for marketers to engage consumers and impacted their buying
behavior.
The Impact of Tiktok on Consumer Behavior in Vietnam
As per Ha, (2023) The Tiktok has become a major influenced on
consumer behavior in Vietnam, especially among younger users like
Generation Z and Millennials. It shows that Tiktoks’ unique features, such
as influencer marketing, user-generated content, and viral trends, play a
key role in shaping buying decisions. Influencers on the platform help build
trust with their followers, encouraging them to make purchases. Usergenerated content, like reviews and unboxing videos It also impacted
consumer perceptions of products. Viral trends spreaded quickly on
25
TikTok, helping to increase brand visibility. Overall, TikTok is not only a
space for entertainment but also a powerful tool for e-commerce, with
many users discovering and buying products directly on the platform.
Tiktok's Impact on Consumer Behaviour: A Conceptual Reviews
As mentioned by Ahmad, et al., (2024), That by influenced and the
TikTok unique content, it influenced the consumer on their preference, and
purchase behavior. The dynamic and appealing power of TikTok and
exploring the theorical underpinning of social media, user engagement,
and the changing role of TikTok influenced the community with their
preference and consumer behavior.
Synthesis of the Review Literature and Studies
The reviewed literature showed that Tiktok Affiliate Marketing
greatly affected the students’ spending money, especially when it comes
to impulse buying. There are many students that are easily influenced by
engaging promotional videos, often making unplanned purchase after
seeing product promotional video. The Tiktok affiliate marketing can help
creator to earned money but can cause students to poor money
management and overspending, Overall, Tiktoks’ short videos with links
26
and ads make students more likely to buy products quickly, although
Tiktok affiliate can help creators, it can strongly affect the students
spending behavior.
In the studies, it showed that their are three dimensions of TikTokaffiliated, the videos—informative, entertaining, and emotional in which
transformed the businesses when promoting their products and services.
These factors had driven consumer engagement, encourage product
exploration, and often lead to purchases. It also stated that Tiktok and
affiliate on digital marketing strategies influences users to their purchase
intention of consumer among the social media, impact by watching of the
reviewing on that product to boost their trust and recommendations.
The Tiktok also has impacedt the consumer to purchase in the
fashion industry and encourage through promotions, discounts, relatable
content resonate with users, fostering a connection that boosts purchase
behavior. It showed that the generation nowadays tends to prioritize value
and promotional deals while balancing impulsivity with informed decisionmaking. Also, Tiktok influenced the choice of fitness centers among
27
Generation Z and Electronic Word-of-Mouth (E-WOM), and influenced the
consumer purchasing decisions.
Theoretical Framework
Figure 1.
Impulse Buying Theory (Hawkins Stern, 1962)
It is argued that a person is claimed and convince to impulsive
buying by external factors. It convinced by what they see or watch to buy.
It convinces the person to buy more product than what it is planned. Some
of people are doing shopping or buying online without any planning in
advance. One of the factors that influenced people to impulsive buying is
28
Digital Marketing. This marketing are very skillful when it comes to
blending the technology to encourage people to audience and it caused a
lot of people to impulsive buying.
In connection with this, if a person normally just scrolling in Tiktok
and they a product that is being advertise and they like it, it tend to buy
that product without any planning. It has many reason, like it is being
advertise because it is trend now a days, or it can be deceiving by its price
or sales. This not planned buying affects your financial, spending
decisions and the way you spend because of it. Sometimes they
purchased products that are not necessarily important to their needs.
Conceptual Framework
In Figure 2, it showed the conceptual of this study. In this study,
watching too much Tiktok affiliates can cause a purchase of students
because of the advertisement in the application. Towards that, it can affect
the spending habits of students causes them to purchase and spend their
money because of what they watch or they watch viral. It affects the
spending habits and the behaviors of the ABM students, causing this by
videos that promoted products and persuade people. It affects also the
ABM students to their behavior of handling their money and spending.
29
To see how this videos affects the spending habits of students that
can leads to other problems like in student's academic performance. Also,
there is moderator variable the Less Watching of Tiktok affiliate which can
influence the relationship between the tiktok affiliate to spending habits of
respondents.
Figure 2. Conceptual Framework
30
Research Paradigm
Figure 3. The Research Paradigm of The Effect of Tiktok Affiliates on the
Spending Habits
In figure 3, it described the conceptual framework of the study. The
input are statement of problem and questionnaires. on the other side in
the proceeded process of the collected data, the data analysis and
interpretation, and last, the output which contained the recommendation to
improve one's spending habits of the respondents.
31
Scope and Delimitation of the Study
The study aimed to analyze how Tiktok affiliates affects the
spending habits of senior high school, specially the Accounting, Business,
and Management (ABM) strand at Immaculada Conception College. It
focused on how Tiktok, as the primary social media site, influenced the
purchasing habits of this group. The study examined the content, trends,
and marketing tactics of TikTok affiliates and how they affected the
purchasing decisions of ABM students.
This study examined the different types of content on TikTok
affiliates, product marketing, and promote viral trends that affected the
spending patterns, preferences, and behaviors of students. The scope of
the study is limited to the direct effects of TikTok affiliates on students'
spending habits andit does not included any emotional or psychological
elements that may also affect consumer behavior.
Significance of the Study
In this study the effects of tiktok affiliate on the spending habits of
ABM students, provided a significance valuable insights to the following
persons:
32
To the Students. This research will helped them to understand
how the usage of Tiktok can impact their spending habits and managing
their finance that can lead to various factors like, too much spending.
To the Parents/Guardian. This research will helped them to be
aware that letting their children watch too much Tiktok can affect their
spending habits and managing their finance. It will helped also to think of a
strategy how can they prevent their children watch Tiktok and spending
too much.
To the Teachers. This research will helped them to teach students
how to limit the usage of social media, specially Tiktok, and taught them to
manage their finances. It will helped also to them to teach students how
watching Tiktok can lead to various factors.
To the Researchers. This research will helped them to understand
about this problem and created a solution to this problem to helped many
students to solved it. It is also to explore more about the watching some
Tiktok and usage can affect their spending habits.
33
To the Future Researchers. This research will helped them to
make an idea to start research about this problem and make more solution,
It is also to explore more about this problem, and explore many factors. It
wll helped them to make a foundation making their research about this
topic.
Definition of Terms
For clarification and better understanding of the terms used in the
study, the following words are defined operationally.
Affliate - The content creator who influenced the respondents of students
for spending habits.
Adolescence - The students and respondents who are influenced to
spending.
Frequency - It is how often the respondents and students spending their
money.
Financial Behavior - The behavior of respondents and students in
managing their money and making their decision regarding to their
finances.
34
Effect- The impact of Tiktok affiliate on spending habits of respondents or
students.
Marketing - It is where products and services are promoted on Tiktok
Affiliate where students buying decision are influenced.
Persuading - It is defined as influencing or convincing students to
purchase a product through Tiktok affiliate.
Purchasing Behavior - It is the buying decisions and actions of students
influenced by Tiktok affiliate.
Spending Habits - It is the way students spend their money because of
Tiktok affiliate influenced.
Tiktok - A platform, where the content videos of affiliates can be watched
CHAPTER 2
METHODOLOGY
In this chapter, it is explained the method used in research design,
the procedured of sampling technique, the instrument used in the study,
the process has been did, the construction of the instrument and validation
of instrument. It described also the method of ethical consideration,
process of administration and retrieval of the instrument. It also included
the method of statistic treatment of data.
Research Design
This study used a descriptive design for data collection to explain
how ABM students' demonstrate their spending habits, and to knew the
effects of Tiktok affiliates on the spending habits of ABM students.
Through summary of a phenomenon, circumstance, or population’s
characteristics, behaviors, or patterns, descriptive research design aimed
to methodically investigate and record it without changing any variables.
The descriptive research design is a powerful tool used by
scientists and researchers to gather information about a particular group
or phenomenon. This type of research provided a detailed and accurate
36
picture of the characteristics and behaviors of a particular population or
subject. By the observed and collected data on the given topic, descriptive
research helped researchers gain a deeper understanding of a specific
issue and provides valuable insights that can inform future studies
(Sirisilla, 2023).
Respondents of the Study
The respondents of this study consisted of 157 ABM Students. The
researcher used
slovin formula to get the total respondents of ABM
students enrolled at Immaculada Conception College for the school year
2024-2025. All of the respondents are active users of Tiktok. They have
exposure to Tiktok affiliate links and promotional content related to
products. The respondents of this study were selected based on their
availability.
Sampling Technique
The researchers in this study discussed how TikTok affiliates
influenced the spending patterns of students studying accountancy,
business and management. The respondents was chosen to observed the
impact that studying accounting had on ABM students' financial
expenditures. A non-probability sampling technique called convenience
37
sampling was used units for the sample based on their ease of availability
for the researcher. The convenience sampling is a crucial for ensuring
sample representation and the generalization of study results. (Golzar,et
al., 2022). The participants are selected from the target group based on its
accessibility.
The convenience sampling was used by the researchers because it
makes the data collection easier, particularly if the respondents had an
idea of their financial expenditures. Additionally, the respondents' age and
frequent use of Tiktok mean that they are essentially impacted by the
platform.
Instrument of the Study
The researchers created and used online survey-questionnaires to
the ABM students, which is served as the research instrument. The
questionnaires is consisted of two domains. In Part 1, it is about what
extent do the respondents demonstrate their spending habits, and in Part
2, what extent does the following characteristics and Tiktok affiliate
influence the spending habits of the respondents. This research
questionnaires has been validated by the experts. To determine the level
38
of agreement in each statement, the researchers used likert scale interval
in both domains.
It is consisted of 4-point Likert Scale, 1-Very Low Extent, 2-Low
Extent, 3-High Extent, and 4- Very High Extent. It explained to what extent
they demonstrate their spending habits and how using Tiktok affiliate
influence their spending habits. It is used to get the necessary data for this
investigation and pursuing ABM students with the goal of learning of their
daily spending habits.
Construction of the Instrument
This study provided a precise strategy for survey to gather the data,
investigated how students' spending habits are impacted by Tiktok
affiliates. They carefully analyzed the data gathering, methodology, and
ethical considerations. The study shed important light on how Tiktok
affiliates influenced students' spending habits. This study provided a
crucial insight into how students use social media, especially Tiktok and
understanding how students used Tiktok. Additionally, this project taught
students how social media can affect their financial decisions and
encourage thrifty spending.
39
Validation of the Instrument
The researchers surveyed students about their spending habits
when watching TikTok affiliates. It verified to the findings because in
survey, it is used to know how many students experience daily spending
habits on their lives when using these platforms, significantly affected the
purchase intention of ABM Students. The survey questionnaires was first,
created by researchers, after that, their research adviser checked it. After
it was approved, they proceeded to make a form for validation to the
experts.
Before the experts validate their questionnaires, the first thing that
they did is making the letter for the heads of the experts for the approval of
validation. After it was done, they now proceeded to the designated
experts to validate the already validated questionnaire. After some
revisions of questions, and it was done, the researchers proceeded to the
principal for the approval of conducting a survey. After the approval the
researchers started the survey to the ABM students.
Ethical Considerations
The respondents got through a briefing and important details
regarding the study's goal prior to its execution. The research participants
40
identities and personal information kept hidden in order to ensure
anonymity, confidentiality, and the prevention of any potential harm. The
privacy of our study participants, or responses, are protected so that their
personal information is unknown to others and cannot be used
fraudulently or in any other way.
Administration and Retrieval of the Instrument
The
researchers
ensured
that
collecting
the
answered
questionnaires from respondents is finished properly and in a respectful
way. Before it was distributed the questionnaire, the researchers prepared
the survey instrument through google form. The researchers conducted
the survey online and used Google Forms as the tool for gathering
responses. The questionnaires link was shared through group chats in
messenger app, to make it easily accessible to the targeted ABM students.
The researchers ensured that the answer of the respondents in
research questionnaires are confidential. The researchers wanted the
respondents to answer it according to what the questionnaire is all about,
to answer it on time and collect it after the respondents answered. The
researchers monitored the number of completed responded daily. When
all of the responded answers, the researchers proceeded with organizing
41
the data, applied a basic statistical techniques to analyze the results. The
researchers looked for a help of technical and clarifying support to
statistician regarding on the answers.
.
Statistical Treatment of Data
The researchers understand, analyzed, and interpreted the data
gathered by compiling and organizing all of the data that has been got.
They got the answer for the objectives of this study, because they used
the weighted mean, the likert scale interval, and ranking.
1. Weighted Mean - This is the sum of each data point. It allowed the
researchers discovered the average of student’s answers accurately and
to show what extent does the respondents demonstrated their spending
habits. It showed the overall effects of Tiktok affiliate on the Spending
Habits of Accountancy, Business and Management Students. It allowed to
identifying patterns, such terms that students demonstrated their spending
habits and whether most students are highly influenced by Tiktok
advertisement, provided a clear and reliable interpretation of data.
42
Where:
� = ∑��/?
� = Weighted Mean
∑�� = Summation of Weighted Mean
� = Sample Size
2. Likert Scale Interval - It is used to measured and seek the attitude,
opinion and behavior of ABM students regarding of the effects of TikTok
Affiliate Marketing on Spending Habits. This tools allowed the respondents
to express their behavior related to their Spending Habits and TikTok
Affiliate Marketing. The research seek the various factors influenced the
Spending Habits of ABM students.
Table 1: Likert Scale Interval
Verbal Interpretation
Mean Range
Very High Extent
3.26 - 4.00
High Extent
2.51 - 3.25
Low Extent
1.76 - 2.50
Very Low Extent
1.00 - 1.75
43
3. Ranking - It is used to rank and help the researcher to organized and
analyzed the data collected from respondents, this process helped the
researcher to determine what extent do the respondents demonstrated
their spending habits, the various factors have the greatest impact on the
Spending Habits of Accountancy, Business and Management Students.
CHAPTER 3
RESULTS
This chapter discussed precisely the data gathered and results of
sub-problem no.1 and sub-problem no.2 from the survey. It discussed
also the interpretation and analysis of the data collected.
The Extent of How the Respondents Demonstrate Spending Habits.
The respondents was ask about their demonstration of spending
habits when it comes to, monthly allowances, purchase intent, product
interest level, impulsive buying behavior, and spending consciousness
using questionnaires. The table below showed the weighted mean, verbal
interpretation and ranking per theme:
45
Table 2: Extent of How the Respondents Demonstrate Spending Habits.
Spending
Habits of ABM
SHS Students
Monthly
Allowance
Purchase Intent
Product Interest
Level
Impulsive Buying
Behavior
Consumer
Awarenness
Spending
Consciousness
Average
Weighted Mean
Weighted Mean
Verbal
Interpretation
Ranking
3.19
HE
3
2.69
3.13
HE
HE
6
4
2.88
HE
5
3.29
VHE
1
3.24
HE
2
3.07
HE
In the table it showed how high extent do respondents
demonstrated their spending habits in the following.
Monthly Allowances has the weighted mean of 3.19, has a High
Extent demonstrate in spending habits, and overall ranking of 3. Purchase
Intent has a weighted mean of 2.69 which has a High Extent but has
overall ranking of 6. Product Interest Level has a weighted mean of 3.13,
has a High Extent and an overall ranking of 4. Impulsive Buying Behavior
has a weighted mean of 2.88, has High Extent and overall ranking of 5.
Consumer Awareness has weighted mean of 3.29, has a Very High Extent
46
when it comes to demonstrate their spending habits of responded and has
the 1 overall ranking. Lastly, Spending Consciousness has a weighted
mean of 3.24, has a High Extent and has overall ranking of 2. In general,
responded demonstrated their spending habits in terms of the following
and has a High Extent because it has a 3.07 average weighted mean.
Based on the results, the responded demonstrated their spending
habits high extent, when they have consumer awareness, have the
knowledge about the product, service and their rights. They also High
extent but not very high, spending habits when it comes with their monthly
allowance, the money they gain, purchase intention of the responded,
their interest in the product, being impulsive without any planning of
buying, and being conscious either they need or not.
The Extent How Characteristics of Tiktok Affiliates Influence the
Spending Habits of the Respondents.
The researchers surveyed the responded to ask about the
characteristic and Tiktok affiliate influence spending habits when it comes
to advertising exposure, tiktok usage intensity, content - type preference,
perceive product value, tiktok content engagement, and perceive
47
authenticity of the content. The table showed the weighted mean, verbal
interpretation, and ranking themes:
Table 3: Extent How Characteristics of Tiktok Affiliates Influence the
Spending Habits of the Respondents.
Characteristics
of Tiktok
Affiliates that
influence the
Spending
Habits of ABM
SHS Students
Advertising
Exposure
Tiktok Usage
Intensity
Content - Type
Preference
Perceived
Product Value
Tiktok Content
Engagement
Perceived
Authenticity of
Content
Average
Weighted Mean
Weighted Mean
Verbal
Interpretation
Ranking
2.83
HE
5
2.79
HE
6
2.97
HE
3
3.28
VHE
1
2.88
HE
4
3.23
HE
2
3.00
HE
In the table, it showed how high extent do the following
characteristic and tiktok affiliate influence spending habits of the
respondents.
48
Advertising adventure has a weighted mean of 2.83, has a high
extent demonstrated of characteristic and tiktok affiliate influenced the
spending habits of respondents and overall ranking of 5. In conclusion
Tiktok usage Intensity has a weighted mean of 2.79, high extent but
overall ranking of 6. Also Content- type Preference has a weighted mean
of 2.97, high extent and overall ranking of 3. Another point is Perceived
Product Value has a weighted mean of 3.28, has very highly extent when
demonstrated the characteristics and Tiktok affiliate influenced their
spending habits of the responded and overall ranking of 1. Tiktok Content
Engagement has a weighted mean of 2.88, has a high extent and overall
ranking of 4. The last one is Perceived Authenticity of Content has a
weighted mean of 3.23, has a high extent and overall ranking of 2.
Based on the results, the characteristics and Tiktok affiliate
influenced their spending habits, when they think of product that has a
perceived value, they think that it is important, the balance of price and
quality. The rest of themes are High extent, like perceived authenticity of
content, watching
honest real-life reviews, content - type preference,
contents that promoted trends, tiktok content engagement, contents
promoted trends and catched their interest, advertising exposure,
49
influenced by tiktok affiliate, causes by repeatedly showed, and also
caused by tiktok usage intensity, by the amount of time spending watching
tiktok.
CHAPTER 4
DISCUSSIONS
In this chapter, it showed the summary of the study entitled “The
Effects of Tiktok Affiliate on the Spending Habits of
Accountancy
Business and Management Students”. It showed the conclusion,
recommendations to the students, and the proposed output of the
researchers.
Summary of Findings
Extent of How the Respondents Demonstrate Spending Habits.
In the sub problem no.1, the responded demonstrated their
spending Habits when it comes to being Consumer Awareness, because it
has a weighted mean of 3.29, which have a very high extent interpretation.
On the other themes, all of them are high extent demonstrated their
spending habits, like Spending Consciousness with 3.24, Monthly
Allowances with 3.19, Product Interest Level with 3.13, Impulse Buying
Behavior with 2.88, and Last, Purchase Intent with 2.69 weighted mean.
In summary, the responded demonstrated their spending habits
highly, when they have knowledge and understand about their right,
51
products, and services. They demonstrated their spending when they are
mindful and conscious of their spending and being aware how will they
spend. They demonstrated also their spending habits if they are given a
money regularly, mostly monthly basis, and curious, attracted to a one
particular product that they saw. The responded also demonstrated their
spending habits when making purchased without making a plan and it can
be driven by emotions or desired to the product. Lastly, the responded
demonstrated their spending habits when a probability to buy or
purchased a product.
Extent How Characteristics of Tiktok Affiliates Influence the
Spending Habits of the Respondents.
In the sub problem no.2, the following characteristics and Tiktok
affiliate influenced the spending habits of the responded in terms of
Perceived Product Value, because it has a weighted mean of 3.28, which
has a very high extent interpretation. On the other themes, all of them are
high extent when it comes to characteristics and Tiktok affiliate influenced
their spending habits, like Perceived Authenticity of Content with 3.23,
Content - Type Preference with 2.97, Tiktok Content Engagement with
52
2.88, Advertising Exposure with 2.83 and Last, Tiktok Usage Intensity with
2.79 weighted mean.
In summary, the characteristics and Tiktok affiliate influenced the
spending habits highly, when they saw a product that meet their needs or
wants and see a worth to the product. They also high extent influenced by
the advertisements that think are genuine, real, and honest. They are also
influenced by watching product reviews and promoted products that are
trends. They are also influenced by Tiktok affiliates and advertisements
that make them more engage with such contents, and catches their
interest. They are also influenced by Tiktok affiliates, when it is repeatedly
showed, catches their interest and caused by their high usage of Tiktok.
Conclusions
The study is intend to explore if their is a effects of watching Tiktok
affiliate on the spending habits of the ABM Students at Immaculada
Concepcion College. Through an online survey with one hundred fiftyseven (157) ABM students, the weighted mean of each themes in the subproblem number one (1), showed a high extent demonstrated their
spending habits, specially, when they have knowledge about their rights
and what they purchased. It showed that they demonstrated their
53
spending habits when they being conscious and aware how will they
spend. It also showed when they are given a monthly allowances, and
curious in the product that attracted them. They demonstrated making
purchased without planning driven by emotion, desired, and probability to
like the product.
In the weighted means of each themes in the sub problem number
two (2), the characteristics and Tiktok affiliate influenced the spending
habits of the responded high extent, specially when they see that the
product is important to them, and the balance of price and quality. They
are influenced when watching honest real-life reviews, promotes trends,
and promoted products that catches their interest. Their also influenced
when advertisement repeatedly showed when watching tiktok, and it also
caused by long spent of watching tiktok.
Recommendations
Based on the findings of the study, several recommendations
proposed to enhance understanding. These recommendations can guide
future action and support future research. These recommendations are
made to help others who might study the same topic. By following these
54
suggestions, it may be easier to find better solutions and gain a deeper
understanding in the future.
For the Students. The researchers recommend that it is important
to be aware to a product that they planning to buy. By researching,
checking reviews, and knowing your rights as a consumer help in making
better decisions. It is also important to budget your allowance, prioritize
needs, avoid impulsive buying and save if you have leftover money for
future use. Make sure the product you want to purchase fits your needs,
budget, and do not buy things immediately just because it is trending on
social media. A student can read and watch reviews, but always think
carefully and be cautious of advertisements to avoid being influenced.
Also, spending too much time on platforms on Tiktok may also lead to
poor habits and can be influenced by the affiliates. Lastly, be smart and
responsible when buying.
For the Teachers. It is recommended by researchers that they
should teach the students to have an awareness on the product that they
are planning to buy and teach them how to prioritize needs over wants.
The teachers must teach them to how to manage their spending, and
create a budget. They must also teach student to resist from peer
55
pressure, trends and refrain from making rash purchases. The teachers
should help students make product selections based on factors like quality,
price, importance, and reviews. It is critical to talk about how social media,
particularly Tiktok, and the ads that affects the consumers' spending
patterns. The teachers should teach students to limit screen time, and
encourage to think critically before making purchases to avoid impulsive
decisions resulting to harmful effects.
For the Parent/Guardian. The parents and guardians should guide
their children when they are buying things. They need to educate children
the importance of saving and budgeting, as well as their rights as
consumers. Since they give the allowance, they ought to assist kids in
managing their money and refraining from making rash purchases. The
youngsters should be taught to choose goods according to quality,
significance, and put needs over wants first. Additionally, parents ought to
help their kids assess internet reviews and ads, particularly on sites like
Tiktok. To prevent bad consequences, they must guide them to limit
screen time, educate them to think critically, and help them resist being
swayed by trends.
56
For the Researchers. The researchers should get more knowledge
about the how to plan buying a product of students and learn more how
they budget their money, if they put needs over wants. They should get
more knowledge about how students manage their finances. because they
do a bad spending habits and impulsive buying. They should get more
information about how students match their purchases to their’ financial
situation into their. They should perform in-depth research about how
students’ read reviews, and assess the products’ quality before
purchasing. They must also get more knowledge about purchase
decisions of students that should not be made based solely on the
influence of commercials or films without careful consideration. They must
get more knowledge about how cutting back on TikTok screen time can
help cut down being influenced and avoid wasteful spending of students.
For the Future Researchers. The future researchers should explore
more about the rights of a consumer and about the product they want to
purchase. They should explore more how students manages their
finances and match their expenditures with their budgeted money. Prior to
making a purchase, they should investigate the importance, durability, and
quality of a product. They should explore more educated choices about
depending only on trends, rather than important things. Although reading
57
reviews can be beneficial, they should explore and teach more about
independent research. They should explore more about restraining the
expenditures and refrain from making rash purchases. The should explore
more about restricting screen time on apps like TikTok because it is
crucial and can lead to pointless purchases. In the end, the secret to
financial responsibility is prudent spending thorough study and they should
explore that more.
Proposed Output
The researchers conducted a survey to Accountancy, Business and
Management students to observed the effects of TikTok affiliates to their
spending habits. The result of the survey showed how students
demonstrated their spending habits and how Tiktok affiliates influenced
the spending habits of the ABM students. The researchers think of the
possible solution for this problem that can possibly help the students. Here
are the Propose Output that the researchers created:
Post a video online that tackles about the effects of Tiktok affiliates
on spending habits - In order to help the students on being responsible
to spending habits, the researchers will post a video online explaining the
things that can help. It will help the students to define the real problems
58
and the solution of it. In this video, it tackles the possible reason on how
Tiktok affiliates affects the spending habits of the students. Also, it will
show the possible solutions to prevent the bad ways of spending. The
video will give a lesson and help the students to change their ways of
spending.
Facebook Campaign - The researchers will make a campaign on
Facebook and it will show on public in order to spread an awareness
about how to be responsible when it comes to financial spending. Posting
a campaign on Facebook will surely goes directly to the target audiences.
The content of this advertisement shows the effects of TikTok affiliates on
spending habits, and it will give the public especially the students a
possible ways to be responsible on spending money. Making this
campaign will help to solve this kind of problem and will taught the
audiences to do the right ways not only on spending but also to be
responsible to manage it.
Make a Tiktok video tips - Make a TikTok video to help get the attention
of the target audiences since the problem is about how does the TikTok
affiliates affects the spending habits of the students. The researchers will
make a TikTok video that will give the audiences some tips such as “Think
59
before you buy”. This kind of video tips will taught the audiences to be
responsible on spending and not just buy anything just because you saw it
on TikTok or you get influenced by some influencers and affiliates.
Share Saving Tips in Facebook - Facebook is a social media platform
that uses all over the world. The researchers chose to share saving tips in
Facebook to get the attention of not just the target audience but also a lot
of people that uses Facebook and possibly dealing with bad habits of
spending. The purpose of it is to give an advice and some ways on
financial spending. It will be explained the right ways of buying and
spending.
60
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APPENDICES
Appendix A
Consent Form and Questionnaires
Consent Form:
67
68
Questionnaires:
69
70
71
Appendix B
Letter for Actual Conduct
72
Appendix C
Content Validity Index
Domain Knowledge
Item
Relevance
Expert
Expert
Expert
in
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
4
4
2
1
1
3.
4
4
2
1
1
Proportion
1
1
S-CVI
S-CVI
Ave = 1
AU
Relevance
AVE =
1
S-CVI Average based on proportion Relevance = 1
Domain Knowledge
Item
Relevance
Expert
Expert
Expert
in
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
4
4
2
1
1
73
3.
4
4
Proportion
1
1
2
Relevance
1
1
S-CVI
SCVI
Ave = 1
UA
AVE =
1
S-CVI Average based on proportion
Relevance = 1
Domain Knowledge
Item
Relevance
Expert
Expert
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
4
4
2
1
1
3.
4
4
2
1
1
Proportion
1
1
S-CVI
S-CVI
Ave =1
UA
Relevance
Expert
in
AVE =
1
S-CVI Average based on proportion
Relevance = 1
74
Domain Knowledge
Item
Relevance
Expert
Expert
Expert
in
I-CVI
UA
1
2
agreement
1.
3
4
2
1
0
2.
4
4
2
1
1
3.
4
4
2
1
1
Proportion
1
1
S-CVI
S-CVI
Ave = 1
UA
Relevance
AVE =
0.70
S-CVI Average based on proportion
Relevance = 0.93
Domain Knowledge
Item
Relevance
Expert
Expert
Expert
in
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
3
4
2
1
0
3.
3
4
2
1
0
Proportion
1
1
S-CVI
S-CVI
75
Relevance
Ave = 1
UA
AVE =
0.33
S-CVI Average based on proportion
Relevance = 0.83
Domain Knowledge
Item
Relevance
Expert
Expert
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
4
4
2
1
1
3.
3
3
2
1
1
Proportion
1
1
S-CVI
S-CVI
Ave = 1
UA
Relevance
Expert
in
Ave =
1
S-CVI Average based on proportion
Relevance = 1
76
Domain Knowledge
Item
Relevance
Expert
Expert
Expert
in
I-CVI
UA
1
2
agreement
1.
4
3
2
1
0
2.
4
4
2
1
1
3.
4
4
2
1
1
Proportion
1
1
S-CVI
S-CVI
Ave = 1
UA
Relevance
Ave =
0.70
S-CVI Average based on proportion
Relevance = 0.93
Domain Knowledge
Item
Relevance
Expert
Expert
Expert
in
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
4
4
2
1
1
77
3.
4
4
Proportion
1
1
2
Relevance
1
1
S-CVI
S-CVI
Ave = 1
UA
AVE =
1
S-CVI Average based on proportion
Relevance = 1
Domain Knowledge
Item
Relevance
Expert
Expert
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
4
4
2
1
1
3.
4
4
2
1
1
Proportion
1
1
S-CVI
S-CVI
Ave = 1
UA
Relevance
Expert
in
Ave =
1
S-CVI Average based on proportion
Relevance = 1
78
Domain Knowledge
Item
Relevance
Expert
Expert
Expert
in
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
4
4
2
1
1
3.
4
4
2
1
1
Proportion
1
1
S-CVI
S-CVI
Ave = 1
Ave =
Relevance
1
S-CVI Average based on proportion
Relevance = 1
Domain Knowledge
Item
Relevance
Expert
Expert
Expert
in
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
4
4
2
1
1
3.
4
3
2
1
0
Proportion
1
1
S-CVI
S-CVI
79
Relevance
Ave = 1
UA
Ave =
0.70
S-CVI Average based on proportion
Relevance = 0.93
Domain Knowledge
Item
Relevance
Expert
Expert
I-CVI
UA
1
2
agreement
1.
4
4
2
1
1
2.
4
4
2
1
1
3.
4
4
2
1
1
Proportion
1
1
S-CVI
S-CVI
Ave = 1
UA
Relevance
Expert
in
AVE =
1
S-CVI Average based on proportion
Relevance = 1
80
Appendix D
Certificate of Validators, Statistician, and Grammarian.
Certificate of Instrument Validation:
81
82
Certificate of Statistician:
83
Certificate of Grammarian
84
CURRICULUM VITAE
85
86
87
88
89