Assignment No.
1: The Background of My Research Study
Names
Leader:
Rosales Johanna Czaris M.
Members:
Ballester, Jethjet V.
Dela Rosa, Angelo E.
Maduro, Jonard Reagan L.
Mercado, Aubrey M.
Ramos, Jazer Ammiel
Instructions: Write the draft of your background of the study on the space provided below. Do
this by group.
In the modern era, the social media have a major role and impact not only in our lives but
also in our society. Social Media considered as an online communication tool (Dân & Nam
2018), which encourage many companies to develop their marketing practices in the use of
social media. In the previous marketing research, traditional marketing media such as televisions,
magazines, and radios were currently unstable and ineffective due to the change of market
brought by the internet (Opreana &Vinerean, 2015). Additionally, product recommendations
from social media influencers received a higher trust rate compared to products recommended by
families or friends, resulting in 40% of consumers purchased the products used by social media
influencers (Sekhon et al., 2016).
Influencer marketing emphasises the use of influencers to drive a brand’s message to
reach the target segment of customers (Smart Insights 2017). Leveraging on social media
platforms such as Facebook, Instagram, Twitter and YouTube, social media influencers are
usually used to publicise product information and latest promotions to online followers
(Markethub 2016). An influencer is a person who has a potential to influence consumers by posts
a review or blog about new merchandise, their goal is to circulate the information to potential
consumers (More & Lingam, 2017).
Social media influencers were individuals who actively used their social media
accounts and often involved in a certain topic, as well as providing new information.
Social media influencers often used products according to their lifestyle and shared the reviews
in their social media accounts. Purchase intentions are a measure of the respondent’s attitude
towards purchasing a product or availing a service (MBA Skool Team, 2019). As stated by
Munukka et al. (2016), an influencer could evaluate a product that consumers would admire,
encouraging them to purchase it. Furthermore, they provided the latest information and were able
to influence consumers’ attitudes and behaviours (Liu et al., 2015). Compared to traditional
marketing methods such as pre-roll, banner and pop-up advertisement, influencer marketing is
considered as less intrusive and more flexible for the public, and is gaining increasing popularity
(Conick, 2018). The use of social media influencers are distinguished as more credible,
trustworthy and knowledgeable due to their amiability in building rapport with consumers
compared to celebrity endorsement promotion strategy through commercializing (Berger et al.
2016), especially for businesses that target the younger generations.
Presently, Social media influencers in Philippine marketing industry has been gaining
popularity in Philippines, more especially among younger generation (Team Kobe, 2020).
Academically there has not been much research on the Senior High School (SHS) students.
Though some academic studies have been done on female or male individuals or students, no
thorough academic assessment or analysis has been done specifically on Grade 12 Accountancy,
Business, and Management students. So, on this note, this research seeks to understand how the
social media influencer in Philippines can adopt the strategy of influencer marketing and also
assess the perception of the ABM students in Pamantasan ng Lungsod ng Marikina and this
study also aimed to provide an answer to the question and said research objective: Does social
media influencer possess any significant relationship on the purchase intention of Grade 12
Accountancy, Business, and Management students of Pamantasan ng Lungsod ng Marikina?
Introduction
In today’s society, social media has been known as an effective marketing strategy. Especially
influencer marketing, social media influencers are the independent third-party endorser in the
social network who influence consumers attitude through blogs, Twitter, YouTube, Facebook,
Instagram and other social media platform (Freberg et al., 2011). Most of the company will
target the influencers who are expert in their industry to finding potential consumers indirectly to
help them make a buying decision by influencing and giving their opinion (Chandawarkar et al.,
2018). Soat (2014) and Nielsen (2013) compared the traditional advertisements (from television,
radio, newspapers and magazines) to influencer marketing, 68 portion of consumers will
consider the recommendation from social media influencers when they purchase products.
Furthermore, the reputation of influencers is an essential factor when persuading consumer and
swaying their decision, the source which is high-credibility (more followers and followees) will
have more influential on consumers’ purchasing intention. Companies are much more worried in
generating positive customer experiences, so their feedback and reputation can be greater. As
influencer marketing are becoming more principal due to the effectiveness of social media
platforms. Considering this digital context that takes presence in every individual life, this
research aims to analyse the impact that the social media influencers have on the ABM students’
purchase intention.
