Effects of influencer marketing on purchase decision of selected College students in Cavite / by Dane Noriel N. Navia, Amorelle D. Del Rosario and Shanaia Carmina G. Pascual.

Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS), Department of Management

DEL ROSARIO, AMORELLE D., NAVIA, DANE NORIEL N., PASCUAL, SHANAIA CARMINA G. Effect of Influencer Marketing on Purchase Decision of Selected College Students in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. June 2019. Adviser: Ms. Danikka A. Cubillo.
Influencer marketing is a hot subject in the country nowadays. With the country being the second-highest in the world for social media usage, it is no surprise that e-commerce is another big growth area. As of 2017, Filipino consumers spent around $2.16 billion shopping online. This rises the need for understanding the effect of influential marketing on the consumers' purchase decisions. In addition, there have not been any studies about influencer marketing and its effect on the purchase decision of college students specifically. With the facts mentioned above, the study aimed to determine the effect of influencer marketing on purchase decision of selected college students. Specifically, it aimed to: identify the socio-demographic profile of the selected college students in Cavite, as well as their social media usage; determine their level of perception and purchase decision in fast-fashion as influenced by influencer marketing, ascertain the effect of influencer marketing on their purchase decision, compare their level of perception in influencer marketing and their purchase decision across their socio-demographic profile. Majority of the college students who were exposed in influencer marketing were in the Generation Z, single, on their fourth year taking up Bachelor of Science in Business Management/Administration, and had an average weekly allowance PhP1,267.92. Most of them visited Facebook and spent an average 5.23 hours per day with an average visit of 6.44 times. College students were found to have a positive perception on influencer marketing; thus, authenticity, attractiveness, credibility, informativeness, and risk have a positive effect on their purchase decision in fast-fashion clothing. With regards to the perception of college students on influencer marketing, course and student employment have a significant difference in terms of authenticity. in terms of attractiveness, course has a significant difference; meanwhile, in terms of credibility, course, weekly allowance, and student employment have significant difference. With regards to informativeness, sex has a significant difference. And lastly, in terms of risk, age and student employment were found to have a significant difference. Regarding the purchase decision of college students, weekly allowance, and student employment were found to have a significant difference. Therefore, it is recommended that companies may consider investing into social media influencers since it was found to have be an effective online based-marketing strategy. Moreover, social media influencers should also keep on improving their content to retain followers and attract potential customers.

Submitted to the University Library 10/08/2019 T-8748