Marketing Management. Human Resource Management 

CORPUZ, JOSHUA M.; GUARDIAN, MAUREEN G.; JIMENEZ, ANGELICA M.;
PARANIAL, ANDREI NICOLE C.; RATONEL, ROCEL; REYES, GIELLYAN NICOLE
B. The Efficacy of Influencer Marketing in the TikTok App and Hedonic Experience on
Persuading Gen Z Consumers. Undergraduate Thesis, Bachelor of Science in
Business Management Major in Marketing Management. Cavite State University –
Bacoor City Campus, City of Bacoor, Cavite. September 2024. Adviser: Mr. Virgilio A.
Castillo JR.

This study aimed to determine the Efficacy of Influencer Marketing in the TikTok
App and Hedonic Experience on Persuading Gen Z Consumers. The researchers used
descriptive correlational method to answer the following questions: (1) What is the
demographic profile of the respondents in terms of: (a) Age (b) Sex (c) Income (2)
What is efficacy level of influencer marketing on TikTok in terms of: (a) Humor (b)
Originality (c) Quality (d) Quantity (3) What is the level of hedonic experience in
persuading consumers to buy a product in terms of: (a) Creativity (b) Enjoyment (4) Is
there a significant relationship between the efficacy level of influencer marketing and
hedonic experience? (5) Is there a significant relationship between demographic profile
of the respondents and their assessment on the efficacy of influencer marketing? Data
were collected from 148 students in Business Management major in Marketing
Management at Cavite State University – Bacoor Campus.
A random sampling technique was used which included 148 students in
business Management major in Marketing Management at Cavite State University-
Bacoor Campus as participants. This study utilized a non-experimental quantitative
research design, Specifically, correlational technique, using a validated questionnaire,
mean and Person r. With an Overall computed R-value of 0.0358 with a P-value
greater than 0.05, that is P=0.900086, the results were to reject the hypothesis,
meaning there is no significant relationship between the Efficacy level of influencer
Marketing and Hedonic Experience. 

xii, 78p.

PDF Format. 

Includes references and appendices.