Perceptions on the Effects of Social Media Influencers on the Purchasing Decision of Gen Z in Bacoor, Cavite.
Type
Thesis
Authors
Category
Business Management
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Publication Year
2022
Pages
123p.
Subject
Social Media Influencers
Abstract
Reliance on social media influencers that affect the purchasing decision of
Gen Z is expanding along with the high level of digital media consumption in online
endorsements.
The importance of this study is to investigate the perspective on promotions
and endorsement of social media influencers and get a better understanding of how
influencers affect Gen Z buying decisions.
The researchers utilized 20 Gen Z, both male, and female, from ages 18-24 in Bacoor Cavite. The study utilized purposive random sampling used an open-ended questionnaire that was incorporated with the consent letter describing the letter and confidentiality of the participants that was read first, and then the interview followed. After having the results, the data gathered were tabulated, interpreted, and generalized. Lastly, the researchers used one-on-one virtual interviews to obtain sufficient information on the participants. The participant's responses to the interviews are collected, collated, and evaluated to achieve the study's objectives.
Because most Generation Z trusts, follows, and, most importantly, mimics them, the researchers recommended that Social Media Influencers be held accountable for their actions, particularly their content and endorsements. It shows that they have relying on social media influencer shows that it affects the purchasing decision of Gen Z. This study might serve as a starting point for those interested in learning more about the effects of Social Media Influencers on their audiences for future preferences and can also be improved further by future researchers who may tackle similar studies.
Gen Z is expanding along with the high level of digital media consumption in online
endorsements.
The importance of this study is to investigate the perspective on promotions
and endorsement of social media influencers and get a better understanding of how
influencers affect Gen Z buying decisions.
The researchers utilized 20 Gen Z, both male, and female, from ages 18-24 in Bacoor Cavite. The study utilized purposive random sampling used an open-ended questionnaire that was incorporated with the consent letter describing the letter and confidentiality of the participants that was read first, and then the interview followed. After having the results, the data gathered were tabulated, interpreted, and generalized. Lastly, the researchers used one-on-one virtual interviews to obtain sufficient information on the participants. The participant's responses to the interviews are collected, collated, and evaluated to achieve the study's objectives.
Because most Generation Z trusts, follows, and, most importantly, mimics them, the researchers recommended that Social Media Influencers be held accountable for their actions, particularly their content and endorsements. It shows that they have relying on social media influencer shows that it affects the purchasing decision of Gen Z. This study might serve as a starting point for those interested in learning more about the effects of Social Media Influencers on their audiences for future preferences and can also be improved further by future researchers who may tackle similar studies.
Description
Undergraduate Thesis.
Biblio Notes
Arevalo, B.T., Laresma, J.F., Lavela, J.C.B. and Pelagio, J. (2022). Perceptions on the Effects of Social Media Influencers on the Purchasing Decision of Gen Z in Bacoor, Cavite.
Number of Copies
1
