Another theory which was originally authored by the

Another theory which was originally authored by the professor of psychology in
Columbia University, Higgins (2012) stated that “Regulatory Focus theory is a persuasion
18

New Era
University
INTEGRATED SCHOOL
No. 9 Central Avenue, New Era
Quezon City 1107, Philippines
theory which focuses on a person’s perceptions on decision making.” This theory discerns
two focuses that depend on a person’s approach in reaching their goals, which are
promotional focus and prevention focus. The promotion focus is related on the positive
reviews of a product or service that we can see on social media, while the prevention focus is
related on the negative reviews of a product or service that we can also see on social media.
In addition, prevention focus is associated on the reviews that are faked or biased. We can
easily analyze or observe if the review is faked or biased if it is lacking out of info, if the
person who put that review is using a dummy or fake account, or when it is obvious that it’s
faked.
On the other theory that the researchers found, “Socioemotional Selectivity Theory”
developed by Carstensen (1992), it declares that “As time horizons shrink, people become
more selective, investing greater resources in emotionally meaningful goals and activities.”
This theory indicates that older adults or the people who were born before social media
became popular are more likely to satisfy their emotional needs with the limited social
networks or partners that they have. In relation with this study, the younger the age of a
person, the more their decision making depends on what they see in social media platforms.
An example for this is when there is a new product from OXGN Clothing, instead of
gathering with friends to see the actual product, they would depend their buying decision on
online reviews. In conclusion, the impact of social media reviews on consumer buying
behavior is affecting many consumers, especially now that we are in a generation where
social media is widespread and most of the buying behavior of the people within the same
age range as us are dependent on reviews in social media.
19

New Era
University
INTEGRATED SCHOOL
No. 9 Central Avenue, New Era
Quezon City 1107, Philippines
CONCEPTUAL FRAMEWORK
The Conceptual Model that will be used in our Research Study will be the Input-
Process-Output Model (IPO).
INPUT PROCESS OUTPUT
I. Demographic Profile
 Grade Level (Grade
12)
 City (Quezon City)
II. Social Media Reviews
 Impact

Valence

Volume
I. Conduct Online
Survey using
survey
questionnaires.
II. Statistical Analysis
I. Analysis of the
buying behavior of
the customers that
are affected by
Social Media
reviews.
II. Provide information
to businesses and
sellers that will help
improve the
strategies of their
management in
relation to
influencing their
customers' buying
behavior.