Exploring How Shopee’s Sales Event Trends Shape Brand Preferences among Gordon College Marketing Students

Emmanuel Cajuguiran; Mar Angelo De Lara; Anne Kherstean Dela Cruz; Alfonso Hipolito; Justine Shane Legaspi; Joy Ann Ragasa; Emar Kristian Aranda

doi:10.55927/ajabm.v5i3.60

Authors

Emmanuel Cajuguiran Gordon College
Mar Angelo De Lara Gordon College
Anne Kherstean Dela Cruz Gordon College
Alfonso Hipolito Gordon College
Justine Shane Legaspi Gordon College
Joy Ann Ragasa Gordon College
Emar Kristian Aranda Gordon College

DOI:

https://doi.org/10.55927/ajabm.v5i3.60

Keywords:

Shopee Sales Events, Brand Preference, Digital Marketing, Consumer Behavior, Social Media Influence

Abstract

This qualitative phenomenological study explored how Shopee’s sales event trends shape the brand preferences of Gordon College Marketing students. Twelve (12) purposively selected students participated in semi-structured interviews, and data were analyzed using thematic analysis. Findings revealed that students are highly exposed to Shopee’s promotional campaigns, including double-digit sales, flash sales, vouchers, and free shipping offer. These promotional strategies increase brand awareness, encourage product exploration, and influence purchasing decisions. Brand preference formation was mainly affected by discounts, reviews, product quality, social media exposure, and influencer recommendations. The study concludes that Shopee sales event trends significantly influence students’ perceptions of brands and their purchasing behavior in digital marketplaces.

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