THE PROBLEM

This chapter deals with the presentation of the problem. Specifically, this

presents an introduction, the background of the study, statement of the problem,

theoretical framework, conceptual framework, hypothesis of the study, scope and

limitations of the study, significance of the study, and definition of terms.

Introduction

Due to the increasing growth of advertising through social media, websites, and

games in today's world, social media platforms have become a powerful tool for

personal branding. Building a personal brand on social media can help you stand out

from the crowd, gain more followers, and increase your influence. By bringing the world

of marketing and communication strategies to social media networks, you engage

through the advertising clutter to find new innovative ways to engage your audience.

This ever-changing online world has given way to new forms and adaptations of

previously used advertising media, including influencers and celebrity endorsements.

Influencer marketing is a marketing strategy that allows online influencers with large

followings to promote products, e-commerce, stores, or services. Influencers create

promotional content, write reviews, and encourage their audience to buy. Because of

this, the power of social media in today's generation cannot be overstated. Platforms

have revolutionized business and it is essential to have a strong presence on the

platforms your audience cares about and turn them into loyal customers through trust

and authenticity.
 In the Philippines, bloggers and vloggers are the most famous, popular and

sensational types of social media influencers. They have seen quality videos and

materials with captions that will engage people or their fans. They are posted on

different kinds of social media platforms like Facebook, TikTok, Instagram Stories and

YouTube channels that attract fans or audiences. Influencers help companies become

more visible and reach new audiences. The most common categories bloggers and

vloggers had been fashion, makeup, travel, lifestyle, day out with family, food and drink

categories and so on. According to Digital2024looks at global social media and digital

trends. With about 87 million internet users (nearly 74 percent of the population), the

Philippines added more than 1.8 million users between January 2023 and 2024. This

research embarks on an exploration of the intricate relationship between social media

creators and the buying behavior of millennials. Millennials, born between the early

1981s and the mid-1996s, constitute a sizable and influential portion of the global

population.

Their consumer choices are profoundly shaped by the content they encounter on

various social media platforms, where influencers have carved out digital empires and

amassed substantial followings. Understanding the dynamics of this influencer-

consumer nexus is of paramount importance to marketers, brands, and researcherslike.

It explains that social media marketing explains impacts the consumer's intention to buy.

This is the result of effective social media. Marketing influences consumers'

perceptions, which influence their purchasing decisions. Asma and Misbah (2018).

As social media continues to evolve and millennials exert their economic influence,

the need to comprehend and harness the power of social media creators in shaping
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buying behavior becomes increasingly pressing. This research endeavors to contribute

to the burgeoning body of knowledge in this field, ultimately offering valuable insights

into the mechanisms through which influencers mold the preferences and choices of

millennials in the digital age.

Background of the Study

Technology and social media are an integral part of our lives in today's modern

age. The traditional markers of adulthood like getting married, buying a house,

becoming financially independent and starting a family are things most of us can agree

on. These ideas have contributed to the definition of "adulthood" for many generations.

As people age, they go through significant psychological changes that impact their

behavior, including purchasing decisions. Changes in priorities are among the most

important effects of aging on consumer behavior. As people age, their priorities shift

from material items to experiences, relationships and health.

In relation to the latter, millennials appear to be more prone to letting social media

content influence their purchasing decisions. Social media feeds can be a useful tool for

finding all kinds of new things. From the study of Pamela Bump (2024), Millennials use

social media daily basis for an average of two hours and 38 minutes, which serves as

an indicator of the impact of social media on Millennials, and additionally clarifies that

Millennials spend a large amount of their day using social media which can affects their

purchasing behavior.

According to Segal, Bari, et al, 72% of millennials say social media influences their

purchasing decisions. This age group is the most likely to be influenced by social media

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in their purchasing decisions, followed by Gen-Z (66%), Gen-X (49%), and baby

boomers (45%). When it comes to purchasing, 38% of millennials say they tend to trust

and be influenced by posts from friends and family. Only 20% of millennials claim to

have made purchases because of being inspired by posts made by influencers or

celebrities. However, this does not imply that millennials disregard advertisements.

Advertising is really the second most effective form of social media content, influencing

the purchasing decisions of 31% of millennials.

The attitudes of Gen Z and Millennials about money also differ. Both generations

are known for enhancing the spending practices of previous generations, however Gen

Z places greater emphasis on savings and useful products while millennials spend their

money on acquiring more goods and services that will enhance their lives.

They utilize technology for everything—grocery shopping, GPS, remote apps,

texting, and wasting time on social media. The reason why is that it's also significant to

know which platform they prefer to use and which method they prefer to shop on.

Traditional marketing efforts don’t have the same effect on millennials as they do on

other generations. Before millennials purchase anything online, they do their work. They

conduct research, ask their friends, look at reviews, test the products in stores, and take

advantage of free trials. They want assurance that what they’re spending their hard-

earned money on is worth it. One way to show that the product is worth it is by being

genuine in social media posts. Personalize their shopping experience, treat them like

people and interact with them online by solving problems or addressing concerns.

(Jose, 2023)

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 Despite financial difficulties brought on by a weak economy, rising housing

expenses, and high unemployment rates, millennials maintained their optimism about

their future and money for several years up until 2019. However, some studies state

that millennials' financial optimism is dwindling due to post-pandemic inflation,

recession, and market slump prevalent in 2023. If you intend for millennials to buy your

product, you should concentrate on developing a brand that gives a pleasant or

entertaining consumer experience and promoting goods or services that provide rapid

pleasure. (Bump, 2023)

The following are issues, complaints, and concerns that influence social media

creators. Moreover, there are previous studies that tried to identify the determinants

buying behavior of millennials and the influence of social media creators. However,

those existing studies have been conducted in different ages in this regard, the

researchers are likely looking forward to finding out the influence of social media

creators on the buying decision of millennials residents in Lipa City. As marketing

students, understanding the reasons behind the relationship between millennials and

social media influencers is crucial as it can inform our future marketing strategies. This

research will provide insights into the buying behavior of millennials and how social

media influencers impact their purchasing decisions. As a result, this research will

produce recommendations that will be significant to all beneficiaries.

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Statement of the Problem

This study aimed to know the influence of social media creators on the buying

behavior of millennial residents of Lipa City. Specifically, this sought answers for the

following questions.

1. What is the demographic profile of the respondents in terms of;

1.1 Sex

1.2 Civil Status

1.3 Average Monthly Income

1.4 Highest Education Attainment

2. What is the level of influence of social media creators on buying behavior of the

respondents in terms of:

2.1 Product

2.2 Price

2.3 Promotion

2.4 Place

2.5 Consumer Attitude

3. Is there a significant difference on the assessed level of influence of social media

creators on buying behavior when grouped according to demographic profile.

4. What are the issues/ concerns in buying products endorsed by social media creators.

5. Based on findings, what infographic material may be proposed.

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Theoretical Framework

This study uses the model Influencing Buying Behavior, introduced by Philip

Kotler and Gray Armstrong (2014). The researchers believed that this model is

applicable in determining the influence of social media creators on buying behavior.

The researchers used this figure to understand the variables used in the study

and to assess the influence of social media creators on purchasing behavior using

these variables. In this study, it served as a conceptual reference for the researchers,

allowing them to gain a greater insight into buying behavior. In addition, this framework

assisted the researchers in creating survey questions as well as effectively identifying

millennials buying behavior in Lipa City regarding purchasing behavior. The theoretical

use of this framework also includes providing potential information with a simpler

approach to understanding concepts associated with buying behavior, which can be

very useful for understanding the influence of social media creators.

Figure 1: Influencing Buying Behavior (Philip Kotler and Gray Armstrong 2014).

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 These variables are the factors that influence the prospective consumer when

they do a purchasing aspect. A better understanding of buying behavior by studying and

identifying their needs leads to huge long-term benefits for businesses. It is essential to

mention that despite great efforts to learn and understand buying behavior, it is very

difficult to identify the exact reasons why a consumer buys and prefers one product or

service over another one. This is because consumers sometimes make purchasing

decisions based on their emotional beliefs, of which they themselves are not aware.

The first variable is a product, which is any real or intangible good that a business

sells to clients. The idea has to do with a product or service's appearance, feel,

packaging, branding, and other attributes. To guarantee that their products fulfill the

demands of their clients, companies must thoroughly investigate and evaluate the

requirements and desires of their target market. Businesses must also identify the right

value proposition, which combines features, performance, quality, and other elements to

set their good or service apart from competitors. Additional strategies for a business to

effectively market and promote include building a strong brand image, giving warranties

and guarantees, and supplying first-rate after-sales services.

The second variable is price that refers the amount of money charged for a

product or services, or the sum of the value that customers exchange for the benefits of

having or using the product or service”. In simple terms, price is the amount of money

that a buyer must pay for a product or service that he or she purchases. Nowadays,

pricing is not the most crucial key element in competition by affecting buyer choice as in

8
history, but it still plays an important role in creating customer value and building

customer relationships.

The third variable is promotion that refers to various communication tactics that a

company uses to promote its products or services to its target audience. These

communication tactics include advertising, public relations, sales promotion, personal

selling, and direct marketing. The aim of the promotion is to inform, persuade, and

remind consumers of the value and benefits of the product or service. The promotion

must establish a clear and consistent message about the company's product or service,

and it must stand out from the competition.

The fourth variable actions that make the product accessible to the intended audience

are referred to as a Place. It is the procedure used to transfer products and services

from the producer to the final customer. Any marketing strategy's effectiveness depends

on its choice of location as it affects how quickly and readily consumers may obtain the

goods. Businesses must consider a variety of elements while building their distribution

systems, such as middlemen, logistics, competition, costs, and client demands.

The last variable that subjective assessments that consumers have about goods,

services, brands, and other consumables are referred to as consumer attitudes.

Attitudes have a big impact on how customers behave. They have an impact on what

consumers purchase and use.

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Conceptual Framework

This part provides the conceptual framework and model of the study to be able to

understand the research. The researchers utilized the IPO Model, which illustrates how

social media creators influence buying behavior of millennials.

Figure 1.2 shows the conceptual framework of the research. The structure

demonstrates the connection and pattern used in this study. Questionnaire variables

were the main inputs for this study. It consists of sex, civil status, average income, and

higher educational attainment. Also, it includes the level of influence of social media

content creators on the buying behavior of the respondents in terms of product, price,

promotion, place, and consumer behavior. Related literature and studies were included

as well. The significance of this framework was that it revealed the respondent’s

demographics and illustrated the patterns and strategies for how this study will be

executed.

In addition, the second frame is the process by which it depicts the sources of

data or the respondents. The research gathered information through face-to-face survey

questionnaires, which underwent different processes such as the construction of survey

questionnaires, validation and administration of surveys, statistical analysis of results,

and interpretation of data.

Lastly, the output shows the result of action after analysis of the data.

Researchers have established an infographic based on the findings. Infographics are an

excellent technique for condensing and simplifying difficult topics by utilizing a variety of

visual aids. An infographic can take various shapes, but at its core, it is an aesthetically
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beautiful way of visually summarizing facts and making them more interesting for the

consumer. The infographic will portray the dos and don'ts of business owners when

hiring the right social media creators for their reliability, allowing consumers to fully trust

the product, the business, and the influencer who's endorsing the product.

Figure 1.2 Conceptual Framework

Significance of the Study

The study focused on the influence of social media creators on buying behavior

of millennials in Lipa City. Moreover, the results of the study will be beneficial to the

following:

To Consumers. This study will help consumers by providing valuable insights into their

preferences and decision-making process, this study will allow them to better

understand what factors influence your choices when purchasing products or services.

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To Entrepreneurs. This study will help entrepreneurs aspiring to become social media

creators themselves or entrepreneurs in the digital space can gain insights into the

strategies and tactics employed by successful influencers. This knowledge can be

applied to building personal brands and businesses.

To Marketing Students. This study will help them learn, be broad and open on using

social media as one of their strategies to reach and connect their product and services

to their target customers.

To Academe. This study will benefit academics as researchers understand consumer

behavior, influencer marketing, and the evolving role of social media in shaping

consumer choices. It can also serve as a reference point for future studies in this area.

To Video content creators. This study aims to know the level of effectiveness of social

media on the buying behavior of the millennials. Video creators will be able to know

what kind of videos they need to create and which brand company to be partnered with,

depending on the brand product trend.

To Batangas State University TNEU. This study seeks to determine whether the

university possesses knowledge on certain topics and can help spread knowledge in

the community. This research can also be used by the institution to discover additional

information regarding a relevant event that occurs.

To the Future Researchers. The study will be the basis or guide for future researchers

considering another source of information for their research study. This can be a tool as

a guide, considering its content, if they want to prove another study. In the future,

researchers from various academic backgrounds can draw on this interdisciplinary

approach to develop holistic perspectives on the topic.

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Hypothesis of the Study

This section provides a formulated and temporarily adopted hypothesis to explain

the observed facts covered by the study. The researchers worked on the following

hypothesis:

Ho: There is no significant difference on the assessed level of influence of social

media creators on buying behavior when grouped according to demographic profile.

Scope and Limitations of the Study

This research focused on the influence of social media creators on the buying

behavior of millennials in Lipa City. It involves millennials who belong to the age bracket

of 28–43 years old. The scope of the study mainly includes the investigation of the

demographic profiles of the respondents, which are: sex, civil status, average income,

and highest educational attainment. It will focus on the effectiveness of product, price,

promotion, place, and consumer attitudes offered on the buying behavior of Millennials

in Lipa City. Primary and secondary data were used in this proposed study. For

secondary data, those used are articles and other related studies that will help in

conducting the study.

The influence of social media creators has a big part in affecting purchasing

behavior because they tend to create and share with the entire audience on the different

platforms they influence, including the buying behavior of millennials. So, we conducted

this study to know more about the influence of social media in terms of the behavior of

the millennial residents of Lipa City. Through this study, we will know the scope of the

influence of social media creators on buying behavior. The respondents of this study
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were limited to the millennial residents of Lipa City only. Moreover, the other generation

is not mentioned because there are already studies conducted on them, and it will not

provide enough data to support the study because it only focuses on millennials, who

are ages 28–43.

Definition of Terms

In this section, the researchers provide conceptual and operational definitions of

important terms to enhance the understanding of the readers.

Advertising. This refers to one of the components of the interaction, which has the

main objective of catching customers’ interest and attempting to persuade them to buy a

certain product by changing or improving its attitudes either on the cognitive, emotional

or behavioral level (Jhangiani & Tarry, 2014). In this study, it is the activity or profession

of producing advertisements for commercial products or services.

Awareness. This refers to the knowledge about an object or event, the competences or

skills as well as the methods of operation (Reinhardt et al., 2015). In this study it

pertains to how familiar individuals are with the influencers themselves, their content,

and the types of products or services they promote.

Buying Behavior. This refers to the decision and actions people undertake to buy

products or services for individual or group use (Sydorenko,2023). In this study, it is an

ability to decide, act and help them to understand their target audiences.

Content Creator. This refers to someone whose job focuses on creating content with

the intent to connect and market to a specific audience (Michelle Ofiwe,2021). In this

study, the content creators are the ones who have their own strategies for creating

videos to connect with and engage with the target audience.

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Consumer Attitudes. This refers to a composite of a consumer’s beliefs, feelings, and

behavioral intentions toward some object within the context of marketing (Dr. Lars

Perner 2010). In this study it holds the positive and negative beliefs and feelings toward

the product and services.

Frequency. This refers to how many times a customer purchased something from your

website in the analyzed period(Radu, 2023). In this study, it helps to determine the rate

or number of times a social media user is exposed to content created by these

influencers.

Place. This refers to the marketing activity that seeks to facilitate the delivery of goods

and services from producers to consumers (Tjiptono, 2018). In this study, it helps us to

easily identify what is the best location when conducting a study.

Product. This refers to how well a product satisfies customer needs, serves its purpose

and meets industry standards (Bonfield,2018). In this study, it helps us to know what

product will be offered to the customers to satisfy their needs.

Price. This refers to the cost of the product (Yang ,2013). In this study, it is a factor that

greatly affects consumers' buying behavior.

Promotion. This refers to the communication tool that serves to inform and

invite/persuade buyers (Ulus in Babin,2013). In this study, it is how to persuade buyers

with the help of promotional tools.

Purpose. This refers to the mental goal or aim that directs a person’s actions or

behavior (Hirsch,2022). In this study ,it aims to understand the intentions and

motivations of social media creators and how those align with the preferences and

choices of millennials.

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Millennial. This refers to a group of people who are born between 1990 and 1999

(Moran,2016). In this study, it is the respondents that can help us to determine the

influence of their buying decisions.

Social Media. This refers to an individual who creates and shares content intended to

educate or entertain an audience across social media platforms (Ronnie Gomez,

2022).In this study, it is about all social media platforms that allow users to engage,

participate and better know what the audience wants.

Social Media Marketing. This refers to the utilization of social media technologies,

channels, and software to create, communicate, deliver, and exchange offerings that

have value for an organization’s stakeholders (Tuten & Solomon, 2017). In this study, it

is all about the digital marketing strategy that involves using social media platforms to

promote products and services.

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 CHAPTER II

REVIEW OF LITERATURE

This chapter deals with the discussion of the pertinent literature related to the

study at hand that the researchers obtained from source materials, such books,

journals, websites, and studies found in previous literature. It also presents a synthesis

of reviewed research literature.

Conceptual Literature

This part of the study gives further explanations and supports the present study.

It illustrates different aspects or concepts and discusses the important components,

information, and facts that are related to the influence of social media creators on buying

behavior of millennials. It gives a clearer view of the subject, explaining the concept of

different variables used in the study.

Product

Kotler & Armstrong (2013) asserted, a product is anything that may be made

available to a market for attention, acquisition, usage, or consumption with the potential

to satiate a need or want. This is one of the elements used to establish how social

media creators will affect consumers' buying behavior in terms of the marketing mix.

They added that a consumer good is something purchased by the customer for their

own use. Consumers often purchase goods, plan carefully, and contrast several brands

based on factors such as cost, value, and design.

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 As explained by Muchiri (2016) points out that a product's physical attributes,

packaging, and labeling information might affect whether customers see it in-store,

inspect it, and decide to buy it. The product plays a significant role in the marketing mix.

According to Daniel (2018), to critique the product strategy, we must be aware that it

includes components like packaging, branding, labeling, and product attributes that are

high quality, stylish, feature-rich, and well-designed. The product also has a strong

brand preference (Muchiri, 2016). As mentioned by (Kim et al., 2018),

recommendations and electronic word-of-mouth (eWOM) are built upon trust, and

influencers must possess trustworthiness to effectively influence their followers.

Influencers have a significant impact on millennials purchasing decisions, they must

prioritize building and maintaining trust and credibility. This aligns with the idea that

consumers tend to buy products from brand owners they trust and have positive

experiences with.

Customer services are the third critical factor that influences individual product

decisions. It goes without saying that client interaction is a crucial component of every

organization. Consequently, it is strongly advised that clients be given significant

attention. Companies may stand out from rivals and win consumers' happiness and

loyalty after a transaction by designing and constructing outstanding support services.

Due to the advancement of high technology, businesses can now communicate with

clients effectively in a variety of ways, such as via phone, e-mail, Internet, etc. Kotler

and Armstrong (2014).

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Price

The online environment frequently permits reduced prices because of the low

cost of storage, advertising, not needing to rent a central location, and other factors. As

a result, one of the primary benefits of shopping online is frequently the price. In the

past, costs were calculated to determine pricing, and the target market's willingness to

pay for a certain commodity or service was then ascertained. In the case of internet

retailers, costs like storage, staffing, and locations have all but vanished or greatly

decreased, allowing for the formation of more competitive rates.

The corporation strives to capture it in the form of profit, according to Nagle &

Müller (2017). The main goal of the company is to make money, so its price must be set

considering the achievement of a profit margin, ensuring that they obtain cost

effectiveness or profitability. The price must reflect the value of the product, which

means that it must cover the costs of the product, adding the margin that represents a

profit, and it must also cover the costs of the market.

The pricing is a mechanism the client uses to pay for the goods or services

provided by the business, according to Suherly, Affif, Arief, and Guterres (2016). In

general, factors such as fixed costs (overheads) and variable costs (such as labor and

material costs) are taken into account when determining a service's price. Other factors

include how the price discount is determined, how the commission for facilitating

cooperation is determined, and how credit terms are determined when selling goods

and services.

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 The cost of storage, inventory management, and shipping makes up about 10 to

15 percent of the cost in traditional stores. This amount is shown as a delivery cost in

the online environment. Due to the existence and growth of courier services, online

businesses may now provide cheap shipping for a delivery period that is typically

between one and three days. The buyer has immediate access to a wealth of

information over the Internet, including the offer price, delivery details, return policies,

customer reviews left by other stores selling the same item, and others McKinsey

(2014).

The decision of a consumer to buy a product is significantly influenced by price

perception. For customers, the perception of price conveys information about a product

and has substantial importance (Kotler and Keller, 2016). Price therefore plays a crucial

role in deciding what to buy, especially when it comes to recurring purchases, and it

also affects the decisions about which brand, product, and store to choose (Faith and

Agwu, 2014). When determining the benefits they hope to obtain from paying for goods

or services, consumers are very rational (Al-Mamun and Rahman, 2014).

Place

Companies must create an appropriate marketing channel that matches their

goals to operate and manage these activities. The process and methods by which

goods or services are delivered to consumers, as defined by Martin (2014), are referred

to as distribution, according to Kotler and Armstrong (2014). An examination of the

scientific literature revealed that there are various methods that businesses can use to

deliver goods and services to consumers. Two common distribution routes, direct and

20
indirect marketing channels, are typically allocated to them (Dang 2015). As a result, the

consumer receives a good or service through this route straight from the producer.

Direct product distribution is possible both directly through its own sales divisions and

staff and indirectly through independent brokers who carry out the production

company's instructions (through dealers, brokers, and commissioners).

Additionally, Išoraitė (2016) points out that as goods are made to be sold to

clients, they must be prepared for them at a convenient location where transactions may

be easily completed. Therefore, it is crucial that the product is available in city markets.

This encompasses a network of people and entities, such as distributors, wholesalers,

and retailers, who mold the organization's distribution network (the channel of

distribution). The company must decide whether to sell to customers directly or via

distributors. Even direct consumer sales can be planned (Thabit and Raewf, 2018).

Promotion

A successful promotion plan should open a discussion with customers and

express the benefits that consumers receive from a product, not just its characteristics.

Promotion strategy is a key part of the marketing mix strategy. It aids businesses in

telling clients about their goods or services. To draw in new customers, a promotional

plan is made up of several components, including personal selling, sales promotion,

advertising, public relations, and direct marketing. These factors affect the relationship

between the company and the client, which is crucial for boosting a product's or

service's sales. 2016 (Muchiri).

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 Promotion, however, is defined by Gituma (2017) as all activities carried out to

communicate with and advertise to the target audience. The Chartered Institute of

Marketing defines promotion as how a business tells clients what it does and what it can

provide. This encompasses things like sales management, branding, advertising, PR,

corporate identity, special deals, and exhibits. Promotion must attract attention, be

enticing, convey a consistent message, and above all things, provide the buyer with a

reason to select your product over competing ones.

To entice consumers to become aware of their business, marketing experts use a

variety of "promotion" strategies. It is challenging since service sales are intangible.

According to Suherly, Affif, Arief, and Guterres (2016), the service sector relies on both

word-of-mouth referrals and advertising and marketing efforts to generate revenues.

Promotion is any form of communication that tries to spread a product, concept, or

service to the target market. Promotion affects the knowledge, attitudes, and behavior

of the recipient.

During promotions, target audiences are frequently provided with all the specific

information they need to help them make a decision to visit a particular place or

website. According to Daniel (2018), the final P of the marketing mix is promotion, which

helps increase consumer awareness of a company's products, drives sales, and

encourages brand loyalty. As a result, the promotion component of the marketing mix

serves as a tool to encourage purchases, disseminate knowledge, and affect consumer

decision-making (Iorait, 2016).

As internet ads are built on an interactive medium, Supervise people's internet

activities. In certain ways, it influenced customer attitudes or behaviors toward

22
onlinepurchase and self-identity because advertisements are built on what the

individuals seeking for. Online sites (Lin et al., 2016). Some of the popular sponsored

advertisement platforms are Facebook, Instagram, Google, and many others.

Consumer Attitudes

Due in large part to their youth and the fact that most millennial customers have

just recently started education and the workforce, millennial consumers are notorious for

having less disposable income than baby boomers. Due to their higher level of

education, this generation also faced a more competitive employment market (Morgan

Stanley, 2016). Because they were raised in a culture that was heavily reliant on media

and consumption, today's customers are particularly brand aware and market savvy

(Bolton et al. 2013). As they become older, millennials' purchasing power increases and

they are known to "love to shop." Millennials, who make up 33–35% of retail sales, can

engage with companies wherever they are thanks to their heavy use of technology,

which includes smartphones and tablets (Barton et al. 2014).

One of the powerful marketing strategies used in advertising that can have a

stronger impact on consumers' views and purchasing intentions is a celebrity

endorsement. 78% of Millennials are less likely to make purchases based on celebrity

endorsements, per new research from Roth Capital Partners that was published by

eMarketer (Chadha 2017) and are instead more influenced by peer-to-peer marketing

on social media sites like Facebook, Instagram, and YouTube. Millennials like to copy

the appearances of celebrities they admire for their identity development, therefore

when these celebrities advocate things on social media, they are more likely to pay

23
attention (McCormick 2016). According to Smith (2016), Every person has their own

shopping habits, as well as their distinctive. Perceptions and degrees of contentment.

Individuals are typically persuaded by what they see overhearing on a frequent basis

has been seen to have a significant influence on purchasing habit. Meanwhile, there are

additional aspects that influence the purchase. Consumer decisions include social,

cultural, and psychological components.

Research Literature

This part of the undertaking reviewed some local and foreign studies that

pertained to the current study. The studies in general deal with the level of influence of

social media creators on buying behavior of millennials.

The study of Taffasse (2023), content creators produce content around their

interests, hobbies, and experiences and distribute and monetize it on digital platforms.

Because almost every individual utilizes and uses social media applications, it is

possible for them to come across different produced content of content creators. In this

study, researchers used a descriptive type of research method. The researchers are

seeking to understand and describe the influence of content creators on social media,

particularly as it relates to social commerce and the shopping preferences of

millennials. In fact, social commerce is booming with over 82% of responders having

previously discovered a product on social media and made a purchase using their

mobile phone and 40% of people prefer online shopping compared to only shopping in

physical stores at 13%. Almost half use both modes of shopping.

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 As a result, these content creators gained a significant impact towards the

product or brand that they promote because people who have seen their posts can

easily be influenced by their opinion, recommendations, and overall experience.

The study by Jr Etrata et al. (2022), the study delves into the increasing

integration of TikTok, a prominent social media platform owned by ByteDance, into

marketing strategies due to its rapidly expanding market and engagement reach,

particularly among Generation Z users. Focusing on emotional, entertaining, and

informative TikTok advertisements, their research aimed to uncover how these

dimensions influence user behavior and their perceptions, and ultimately, how they

impact purchase intention. Using an online survey questionnaire, 386 TikTok users in

Metro Manila, Philippines, were examined through a purposive sampling method. Their

findings, analyzed quantitatively with Partial Least Squares Structural Equation

Modeling (PLS-SEM), revealed that emotional, entertaining, and informative dimensions

all positively affect consumer behavior, with the emotional dimension having the

strongest influence on purchase intention. Additionally, Generation Z's consumer

behavior significantly influences their purchase intention. Their research contributes to a

better understanding of how TikTok can be leveraged in marketing strategies and offers

insights for students, professors, marketers, and advertising agencies to address

customer needs effectively. Their study methodology was meticulous, employing a

targeted survey with stringent criteria for respondents' selection and adherence to

ethical principles in data collection. A variety of statistical tools, including PLS-SEM and

SPSS, were used to analyze the data. Their findings suggest that TikTok advertising

should focus on creating emotionally resonant content to enhance user engagement

25
and increase purchase intention, as Generation Z is particularly responsive to

emotionally appealing videos on the platform. In conclusion, TikTok's allure to

Generation Z remains strong, providing a space for users to relate and express

themselves. Businesses should seize this opportunity to connect with their audience

through emotionally engaging, timely, and relatable short-form video advertisements.

With the current modernity and the hype received by social media webpages and

applications, people who have different backgrounds and demographics have seen

utilizing these applications even more. May it be in terms of uploading videos, photos,

posts, and many types of interaction on social media, every individual can join and if

they are lucky, they could be called one of the “social media creators” or “social media

influencers” on a specific platform. In concordance with the study by Patel (2021)

“Influencers have recently transformed how customers and brands use social media”.

Because of their videos and recommendations, many people have turned to have a

positive interest in a product that an influence is promoting. This study examined how

influencers have transformed the way both customers and brands use social media.

The research method used in this study is descriptive, which means it aimed to provide

a detailed understanding of millennials' perspectives on their purchasing behavior.

Specifically, it sought to investigate how social media influencers influence the buying

decisions of millennials. The reason why many businesses regardless of their size

utilize and partner with social media influencers to promote their product and services.

Hence, this is the reason why many businesses, regardless of their size, utilize and

partner with social media influencers to promote their product and services. Social

Proof is a concept introduced by author Robert Cialdini. It explains why most consumers

26
are influenced by the first-hand experiences they observe in others when making

decisions, especially when they are uncertain about what to do in a particular situation.

People tend to look to others for cues and guidance, and if they perceive that others

have had a positive experience with a product or service, they are more likely to follow

suit and make a similar choice. In terms of marketing, social proof refers to a related

concept.

The study of West (2021) states that most of the time, consumers research

products before making a purchase by reading reviews, recommendations, and

examples of how others have utilized them. In the realm of modernity and technology,

the power of social media has made a big difference in how people purchase their

products online or offline. Because there are many social media influencers and

bloggers available for public viewing, most of the time, people consider their product

and service recommendations if it is fit for the liking of the consumer. The study utilized

a descriptive research method to understand and explain the behavior of millennials

when it comes to purchasing products, particularly in the context of their reliance on

social media and influencers for product recommendations. This method is well-suited

for understanding and describing the phenomenon without manipulating variables and

is particularly useful when dealing with complex social behaviors and trends. According

to Statistics there are 84.45 million social media users in the Philippines as of January

2023. 72.5% of the country’s stays connected online, with 49% of millennials between

total users aged 25-40 years old. In fact, there are times when people are getting really

persuaded by the influencers to the point where they are really tempted to buy the

product or service even if they still do not need it now.

27
 Umapathy (2021), has stated how social media influence significantly impacted

the e-commerce behaviors of many millennials, especially those who have higher

exposure to using various social media applications. To collect the data, a descriptive

type of research method was utilized in this study. Millennials use social media to

research products and find inspiration for what to buy. 87% of shoppers say they search

or consult with social media before purchasing any item and 22% of consumers prefer

social media as their channel to discover new products. Social media can shape

millennials' purchase decisions by exposing them to product recommendations,

reviews, and endorsements from peers, influencers, and brands. Visual content like

images and videos can provide a more immersive and persuasive shopping experience

for consumers because they see it first-hand, and they already see proof of the

legitimacy of the product itself.

The study conducted by Kopp (2022) aimed to explore and define the concept of

"brand awareness" in the context of marketing. Brand awareness is a fundamental term

in marketing that measures how well consumers are familiar with a particular product or

brand. This familiarity often extends beyond mere recognition and includes favorable

opinions about the unique characteristics that distinguish a product from its competitors.

In this research, a descriptive research method was employed to provide a detailed

understanding of brand awareness and how it is influenced by the activities of content

creators on social media. The study recognized the growing impact of content creators,

often individuals or influencers with a significant following on social media platforms, on

brand awareness. These content creators, through videos, posts, or other forms of

content, can substantially expand the reach of a product's brand awareness. When they

28
create content featuring a particular product, it can attract the attention of a wider

audience. This is because content creators often have an engaged community of

followers who value their opinions and experiences. These followers are more likely to

be influenced by the content creators' recommendations. It also emphasized the

importance of considering customers, particularly the millennial demographic, when

analyzing brand awareness. Millennials, as a consumer group, tend to be more

discerning and selective about the products they purchase. They often conduct

thorough research and consider the brand's reputation before making buying decisions.

Therefore, understanding how content creators impact this demographic's brand

awareness is of particular interest to marketers.

Content creators play a crucial role in this process, as they can effectively

introduce new products or reinforce the awareness of existing ones among millennials.

By creating meaningful and creative content, they not only inform but also engage and

influence their audience. The content creators' ability to share their personal

experiences with a product or service further contributes to the expansion of brand

awareness.

They investigated the concept of brand awareness in the context of marketing

and highlighted the significant role of content creators on social media in shaping brand

awareness, particularly among millennials. The study emphasized the importance of

understanding how customers, especially the discerning millennial segment, perceive

and interact with brands, with the help of content creators as influential intermediaries.

The study by Dalangin et al. (2021), aimed to investigate consumers' perception

of the advertising efficacy of social media influencers in relation to their purchase

29
intentions. Their research hypothesis proposed that tailored strategies and influencer

skills are essential for capturing consumers' purchasing intentions effectively. They

stated that to assess the influence of social media influencers, the study utilized the

"Social media influencer questionnaire"developed by Xin Jean Lim and collected

responses from 200 participants in the National Capital Region (NCR), Metro Manila.

The sample consisted of 129 female and 71 male respondents. Their findings indicated

that influencer trustworthiness and honesty play a crucial role in influencing consumer

behavior and purchase intentions, as well as attractiveness and the influencer's

relationship with the product. Their study also revealed a positive attitude towards

different advertising efficacy aspects of influencers and a significant relationship

between advertising effectiveness and purchase intention. Notably, female respondents

exhibited a more favorable perception of social media influencers, which could be

attributed to their higher internet usage.

In terms of the research methodology, their study adopted a quantitative

descriptive design, focusing on products endorsed by influencers on YouTube and

Instagram. Metro Manila was chosen as the study location due to its large population

and high social media engagement. The purposive sampling method was employed to

select participants, ensuring they were active internet users who watched influencers on

various social media platforms. Their study utilized the "social media influencer

questionnaire" designed by Lim et al. Their questionnaire included a 5-point Likert scale

for assessing factors related to advertising effectiveness, including source credibility,

source attractiveness, product match-up, meaning transfer, consumer attitude, and

purchase intention. These factors demonstrated high reliability, as indicated by

30
Cronbach alpha values and the data collection process involved online surveys

distributed through Google forms to respondents in the National Capital Region, Metro

Manila.

The study by Xuccheney et al. (2021), this comprehensive study delves into the

significant impact of social media marketing on consumer buying behavior, with a

particular focus on Panabo City residents who frequently utilize social media platforms

for purchasing goods and services. Employing a non-experimental quantitative

research approach on their study, a combination of correlational and regression

techniques was utilized to explore this relationship. The researchers collected data from

399 respondents through convenience sampling, calculated using Slovin's formula. The

statistical analyses, encompassing mean, frequency, Pearson r, and Regression

Analysis, unveiled a positive, moderate, and statistically significant correlation between

social media marketing and consumer buying behavior. Their findings further indicated

that all indicators of social media marketing served as predictors of consumer buying

behavior and the results of the regression analysis emphasized the substantial influence

of social media marketing on consumer buying behavior. They stated that it is evident

that consumers are influenced by various factors and external stimuli facilitated by the

pervasive presence of social media marketing. The research methodology in their study,

conducted in Panabo City, was chosen for its suitability in capturing this dynamic

consumer behavior shift driven by social media platforms. The data collection involved

an online survey questionnaire, utilizing Google Forms, a cloud-based tool for

webbased questionnaire design. Their research instruments included a standardized

questionnaire based on previous studies related to social media marketing and

31
consumer buying behavior. This research adds valuable insights into the evolving

landscape of consumer decision-making and the integral role that social media

marketing plays in shaping these decisions, offering a comprehensive understanding of

the interactions between these factors.

The primary concepts of the study by Sheila et al. (2021), this research

conducted in Angeles City, Philippines, explores the influence of social media usage on

the purchase intentions of social media users. It also investigates how perceived risk

and trust act as mediators in the relationship between social media use and purchase

intention. Data was collected through self-administered online survey questionnaires,

and a predictive-causal research design employing partial least squares (PLS) path

modeling was used to examine the hypothesized relationships. Their results revealed

several significant findings. First, social media use had a significant negative impact on

perceived risk, implying that increased exposure to social media led to decreased risk

perception. This supports previous studies suggesting that more information and

smooth interactions on social media reduce perceived risks. Second, social media use

positively influenced trust, indicating that as users engaged more with social media,

their trust levels increased, aligning with studies suggesting that greater user

engagement and connections build trust. Third, social media use positively affected

purchase intention, implying that increased social media engagement led to a higher

intention to make purchases online, which is consistent with research highlighting the

role of quick responses and reliable product information on social media in boosting

purchase intentions. However, they stated that perceived risk did not significantly impact

purchase intention, contradicting some prior studies that suggested a connection. In

32
contrast, trust significantly mediated the relationship between social media use and

purchase intention, indicating that higher trust among social media users led to a

greater intention to buy products and services online via social media platforms. These

results emphasize the potential of integrating social media into businesses to influence

brand awareness and purchasing intentions while highlighting the importance of

building trust in online interactions and transactions.

The study was explored by Choi & Lee (2019) aimed to determine the impact of

the emotional bond between social media influencers or vloggers and their viewers or

fans on the viewers' attitudes towards products and their intention to share content. In

this study, purposive method is employed to gather and analyze data, providing insights

into how influencers can affect their viewers' perceptions of products, including

attributes and price, as well as their intentions to share content related to these

products. When viewers or fans feel a strong emotional bond with a vlogger or media

creator, it can go beyond a simple transactional relationship. This emotional connection

might arise from shared values, relatability, personal stories, or consistent content that

resonates with the audience. Hence, it creates a deeper bond or relationship between a

creator and a fan or viewers that may influence deeper parts of the viewers even though

they do not know each other personally. This is what most influencers take care in their

careers, which is their authenticity especially in their different perception on social

issues and even in simple behaviors when it comes to purchasing products. Social

media creators may not only establish a brand onto their viewers but also their

perception about a certain product or a service’s attribute just like its price– whether it is

worth buying or whether it is not. In the Philippines, the term “budol” is one of the words

33
that millennials and other consumers are very familiar with. In certain situations, the

term “budol” is used to justify a product that has been bought not only because it is a

need but because it is a want. Sometimes, creators influence their viewers to buy a

certain product regardless of whether it is worth the price or not just because of the

attribute or characteristics of the product they promote. In a nutshell, a consumer may

be influenced positively or negatively based on the attitude and perception of the

influencer or content creator that they watch.

The study was validated by Chaina et al. (n.d.), in this research study conducted

at Central Mindanao Colleges in Kidapawan City, the primary focus was to investigate

the intricate relationship between social media utilization and online buying behavior

among college students. Employing a descriptive-correlational research design, the

study collected data from a sample of 60 undergraduate students using Likert-type

questionnaires, meticulously designed to gauge their patterns of social media utilization

and their online buying behavior. The findings of their study unveiled that both variables,

social media utilization and online buying behavior, exhibited high levels among the

respondents. More specifically they stated that students tended to frequently utilize

various social media platforms such as Facebook, Instagram, Twitter, Snapchat, and

others, as evidenced by a high mean score of 4.14. This aligns with existing research

indicating the pervasive role of social media in the lives of students, with frequent daily

access being the norm. Additionally, when it comes to the aspect of online buying

behavior, the students exhibited a preference for cash on delivery over other payment

methods, reflected in the highest mean score of 4.26, while the lowest mean of 3.07

indicated that students did not perceive online buying as being as secure as traditional

34
shopping. They stated also that the overall mean for online buying behavior was 3.56,

categorized as high, suggesting that students engaged in online buying relatively often.

Their findings correspond with studies emphasizing the convenience of online shopping

compared to traditional methods. Perhaps the most significant revelation from the study

was the presence of a significant positive correlation (r = 0.427, p < 0.05) between

social media utilization and online buying behavior among the students, implying that as

students increased their usage of social media, their engagement in online buying also

rises.

Synthesis

The researchers discussed the similarities and differences between the previous

related literature and the present study. The research given in this chapter was

determined to be relevant to the current undertaking. This section will merely describe

the related literature to highlight the relevant material to the current study.The studies

conducted by Patel (2021) and West (2021) are similar to the present study for the

reason that both studies are about social media marketing through the use of

influencers and the buying behavior of Millennials, which is the same as the present

study. The study used a similar research design, which is descriptive research, that

helps to further determine the detailed understanding of millennials buying behavior.

The only difference is that Patel's (2021) chart is focused on the ranking of the most

popular social media influencers, while West's (2021) statistical chart is about

millennials' usage of social media marketing as a purchasing tool.

35
 The studies by Dalangin et al. (2021) and Xuccheney et al. (2021) are similar to

the present study because they both discuss consumers' perceptions of social media

marketing, the factors, and the significant impact of using social media marketing on

consumers’s purchasing behavior. They are also similar in distributing their

questionnaire; they collect data via an online survey, utilizing Google Forms. The

differences in the study are that Dalangin et al. (2021) used a purposive sampling

technique, and their respondents were focused in the National Capital Region, Metro

Manila. While Xuccheney et al. (2021) used a non-experimental quantitative research

method approach in their study, the location of their study was Panabo City.

The research study by Chaina et al. (n.d.) and Umapathy (2021) is similar to the

current study owing to the fact that it is about social media utilization and online

purchasing behavior and its influence on consumers. Furthermore, the study used a

similar research method, which is descriptive research. Their findings are also similar in

that social media reviews, endorsements, and recommendations can have an impact on

the purchasing behavior of customers. The only difference is that the focus of the study

by Chain et al. (n.d.) is on consumers in general who utilize social media for purchasing,

while Umapathy (2021) focuses on Millennials only.

Next, the studies by Sheila et al. (2021) and Taffasse (2023) are similar to the

present study as they both mentioned social media influencers and their impact on the

purchasing behavior of consumers online. They are also similar in their findings, as the

content of their results is that consumers' buying behavior can be highly influenced by

the content creator's recommendation, opinion, and overall experience, especially when

36
it comes to honesty. The only difference between the two studies is the research

method used. Sheila et al. (2021) used predictive-cause research design, whereas

Taffasse (2023) used a descriptive type of research design.

The studies conducted by Kopp (2022) and Choi & Lee (2019) are similar to the

present study in that they are about consumer buying behavior and interrelated to social

media influencers. They are also like the researched design, which is a descriptive

method. The only difference between these studies is their focused topic, Kopp (2022),

which focuses more on ‘brand awareness' and how the creators make their consumers

well familiar with a particular brand or product. On the other hand, the study of Choi &

Lee (2019) focuses on determining the impact of the emotional bond between social

media influencers or vloggers on the viewers' or consumers’ attitudes towards products

and their intention to share content.

37
 CHAPTER III

RESEARCH METHODOLOGY

This chapter deals with the research methods used in the study. It includes

discussion on research design, respondents of the study including sampling, data

gathering instrument, data gathering procedure, and statistical treatment of data.

Research Design

The descriptive research design was used to establish the research, which

shows how all the main components of the research project work together in order to

address the research questions posed in the study. According to Shrutika (2023), a

descriptive study approach gives a more accurate assessment of the population. It

seeks to define, explain, and understand the situations in detail. It addresses

phenomena arising at a certain location and time.

The researchers believe that this is the most appropriate method to explain the

information and understand how social media influencers affect the buying behavior of

millennials in Lipa City. This approach involved collecting and interpreting data to reach

accurate conclusions and meet the study's goals. It also ensures that the research

questions are properly addressed by following a systematic process to gather the

needed information.

38
Respondents of the Study

The respondents of the study are the Millennials residing in Lipa City. This research

aimed for the Millennial who used social media. Millennials are ideal for this study to

assess the level of influence of social media creators on the purchasing behavior of

millennials since they are highly active on social media, trust influencers, and actively

participate in online communities. Known for their extensive use of platforms like

Instagram, Facebook, YouTube, and TikTok, millennials spend significant time on social

media. They tend to trust social media creators and influencers more than traditional

advertisements, finding them more relatable and credible for the research. We need to

survey a quota sample of 100 respondents in Lipa City, consists of 20 individuals per

district across 5 districts. Through these respondents, it will be easier to know why

millennials have a high level of satisfaction when it comes to buying, analyzing, and

deciding what product to buy based on their buying habits.

Sampling Design

The researchers used non-probability sampling in gathering information, specifically the

purposive sampling technique. Purposive sampling chooses respondents most likely to

provide relevant and useful information. It serves as a method for identifying and

selecting cases that efficiently utilize limited research resources. (Palinkas et al., 2015).

Purposive sampling is a form of non-probability sampling in which researchers rely on

their judgment when choosing population members to participate in the study (Foley,

2018). In other words, in purposive sampling, the respondents of our study are selected

based on purpose. The reason that this strategy was chosen was based on the
39
researcher it helps to optimize the resources and save time compared to more

extensive, random sampling methods.Purposive sampling is a highly efficient and time-

saving method. In this study, the researchers chose to use purposive sampling because

they were interested in studying respondents across 5 districts of millennial residents

aged 28-43 years old who are heavily influenced by social media. By selecting entire

districts that meet these criteria, the researchers were able to ensure that the sample

was representative of this population and could draw meaningful conclusions about

their social media usage and behavior. This technique can be more efficient and cost-

effective than selecting individual units, as it reduces the number of sampling units

required while still providing accurate estimates of the population parameters.

Data Gathering Instrument

The researcher created a survey questionnaire to better understand the influence

of social media creators on the buying behavior of millennial residents by relating survey

questions to the numerous factors that will be measured for the study. It was the primary

tool used to collect the study's data. The researcher created a self-made survey

questionnaire consisting of questions. The questionnaire included questions on the

study's variables, such as product, price, promotion, place, and consumer sentiments.

Each variable comprised five statements to assess the influence of social media

creators on millennial buying behavior.

The constructed questionnaire underwent a series of rigorous checks and revisions to

ensure its accuracy and validity. The process began with the submission of the

40
questionnaire to the researcher's advisor, who provided feedback and approval. This

was followed by a review by two industry experts, a Marketing Associate (Digital) from

COD Pinas and a Marketing Team leader from COD Pinas from Lipa City, who ensured

that the questions accurately reflected the research question. Their recommendations

were then incorporated into the questionnaire, which was subsequently approved by the

panel chairman and members. A pilot test was conducted with 30 millennials from

Tanauan City with a reliability result of 0.81 indicates that the pilot test results are

reliable and can be used to proceed with the actual survey.

The researchers conducted a dry run on 23rd of October at Walter Mart in

Tanauan, Batangas, and approached 30 potential respondents to ask if they would be

willing to participate in the survey. To ensure the privacy and confidentiality of their

information, the researchers obtained their consent beforehand. Before distributing the

survey questionnaire, the researchers showed the participants a letter expressing their

sincere intentions and discussing ethical issues related to data privacy. The letter

specifically mentioned the Data Privacy Act of 2012 and Republic Act 10173, which

guarantee complete confidentiality for all respondents' personal data and protect their

fundamental human right to privacy.

To identify respondents in response to certain statements, a 4-point Likert scale

was used with the highest response, which corresponds to high awareness, and an

average score that ranges from 3.50 to 4.00, and 1 as the lowest response which is

equivalent to being very low level of influence with a mean score of 1.00 to 1.49. The

response scale of 3 has a mean score ranging from 2.50 to 3.49 and the response

scale of 2 has a mean of 1.50 to 2.49. Thus, the interpretation according to the rating
41
scale is 4- very high level of influence; 3 high level of influence; 2 low level of influence;

and 1 very low level of influence.

Thenceforth, the responses were tallied and submitted to the statistician for

further analysis. Likert scale is a type of rating scale used to measure attitudes or

opinions. This was used with the corresponding verbal interpretation of action described

by the respondent’s level of impact. The rest was interpreted based on the following

scales

interpretation used for the questionnaire is presented in Table 1.

Table 1

Scoring and Interpretation

Response Verbal Response Mean Score Interpretation

Scale
4 Strongly Agree 3.5 0 – 4.00 Very high level of Influence
3 Agree 2.50 – 3.49 High level of Influence
2 Disagree 1.50 – 2.49 Low level of Influence
1 Strongly Disagree 1.00 – 1.49 Very low level of Influence

The scoring and interpretation used for the questionnaire is presented in Table 1

Data Gathering Procedure

After the research topic has been approved by the research adviser, The

researchers have read, researched, and examined several references. Studies use

different methods to collect data and information. Starting with brainstorming, in which

the researchers carefully noted down all the topics. considered, they were then directed

and guided through the traditional steps in conducting a research study. The researcher
42
resurveyed their thesis and entailed executing the survey with a quota sample of 100

respondents; to efficiently possess the data, researchers are required to visit 5 districts

of Lipa City to do the data gathering. The researchers disseminate the survey to the

Millennials of Lipa City, ages 28-43. Moreover, the questionnaire was checked by the

adviser and validated by the panels and experts. The researchers were advised to

perform 20 respondents each district, the first district that the researchers congregate

their survey is at Urban District followed by East District, North District, South District

and lastly is at West District, which took 4 days to accomplish the data gathering. After

the answered questionnaires have been gathered, the researchers proceed to the

tallying, and consolidation of data. The responses were tallied in an excel file and sent

to a statistician for statistical analysis of the research and the results were determined

by the expert using data analysis techniques. The findings were utilized to provide

verbal interpretations and suggestions in response to the statement of the problem.

Relevant literature will also be used to support the result of the study.

Furthermore, for ethical considerations, the researcher will be also open to the

incidence of not getting full information from the respondents because of privacy. The

information gathered will be treated with the utmost confidentiality and will only be used

for research purposes.

Statistical Treatment of Data

The following statistical tools were used to determine the result of the study and the

subsequent statistical measures will be employed for accurate and reliable data

presentation, analysis, and interpretation.

43
The following statistical tools were used in the study:

Frequency and Percentage. This was used to determine the demographic

profile of the respondents in terms of sex, civil status, average monthly income, and

highest educational attainment.

Mean. This was used to assess the level of influence of social media creators on

the buying behavior of the respondents in terms of product, price, promotion, place, and

consumer attitudes.

Mann-Whitney U test. This was used to determine the significant difference in

the assessed level of influence of social media creators on buying behavior when

grouped according to sex and civil status.

Kruskal-Wallis test. This was used to determine the significant difference in the

assessed level of influence of social media creators on buying behavior when grouped

according to average monthly income, and highest educational attainment.

44
 CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter deals with the presentation, analysis and interpretation of data. It

contains the textual and tabular presentation of data, quantitative and qualitative

analysis of data, and interpretation of data in the light of relevant literature.

1. Demographic profile of the respondents

This part presented the distribution of respondents in terms of the variables such

sex, civil status, average income and higher educational attainment. These variables

were analyzed and interpreted using frequency and percentage.

4.1.1 Sex Table 4.1.1. Presented in distribution of respondents in terms of sex. The

results were analyzed and interpreted using frequency and percentage.

Table 4.1.1

Distribution of Respondents by Sex

Sex Frequency Percent

Male 45 45

Female 55 55

Total 100 100

Table 4.1.1 presents the results gathered from respondents' responses in terms of sex.

Female respondents contain a frequency of 55 and a percentage of 55 percent.

45
Meanwhile, male respondents contain a frequency of 45 and a percentage of 45

percent. This implied that the majority of the group of respondents who answered the

questionnaire were female.

Based on the analysis of the researchers the majority of the respondents in Lipa

City were women. Numerous women and/or females utilize social media creators for

buying behavior. Women are more likely than men to share their buying behavior with

the social media creators' opinions regarding the products that they endorsed. Women

are more shoppers either online or actual rather than men. Additionally, women may be

more open to sharing their buying behavior with these creators, as they place greater

trust in their recommendations.

It was also supported by the social media influencers done by Rakuten Insight in

(May 2023), 62 percent of Filipino men and 72 percent of women respondents said they

had bought something because an influencer had recommended it. The results of the

same study showed that they had been persuaded to purchase a product by the

influencer's advertising. According to Gallup research from (August 2014), male

shoppers made somewhat fewer impulse buys than female shoppers, and Millennials

were more inclined to do so than Gen Xers or Baby Boomers.

In the findings of Papyrina (2015) males analyze the same type of content

heuristically. In contrast of Gender was examined by Das (2014) as a moderating factor

between store image, attitude toward loyalty, behavior toward loyalty, and purchase

intention. According to a study by the Nielsen Company in 2018, a whopping 65% of

female Millennials have made unplanned purchases, compared to 48% of male

46
Millennials. His finding suggests that female Millennials might be more open to trying

new things without doing their due diligence first. It's possible that they're more willing to

take risks when it comes to shopping online, which could influence the types of products

they buy.

Gender has also been found to have a large effect on consumer perception of

product attributes. This makes social media marketing effective. Men are motivated by

the promise of the product, while women are motivated by the popularity of the product.

In addition, the findings showed that gender has a significant effect on how consumers

perceive the message aspects that make social media ads appealing. Finally, it was

found that while social media marketing affects the buying behavior of both men and

women, women are affected twice as much as men.

The census of 2015, collected by the researchers in the City Planning and

Development Office, revealed that the majority of individuals, particularly professionals

in Lipa City, are female. Palomino et al. (2021) and Escalante (2018), also discovered

that the majority of millennials in Lipa City are female. It is also stated that women are

more likely to have a spend on online shopping, but men have shorter purchases.

4.1.2 Civil Status. This variable shows the distinction of the respondents as regard to

their civil status. Table 4.1.2 shows the demographic of the respondents in terms of their

civil status.

47
 Table 4.1.2Distribution of Respondents by Civil Status
Civil Status Frequency Percent

Single 77 77

Married 23 23

Total 100 100

Table 4.1.2 shows the results gathered from respondents' responses in terms of

civil status. Based on the result of the survey, 77 were single with 77.00%, 23 were

married with 23.00%. There are no Separated or Widowed respondents on this survey.

This implies that the majority of the group of respondents are single.

Based on the analysis of the researchers the majority of the respondents in Lipa

City are single. This has to do with the respondent’s preferred generation, Millennials.

The high percentage of single respondents 77 in Lipa City may be attributed to the fact

that the majority of the respondents belong to the Millennial generation. According to

various studies, Millennials are more likely to be single than older generations due to

factors such as delayed marriage, career aspirations, and a desire for personal

independence. Therefore, the high proportion of single respondents in Lipa City may be

reflective of the predominantly Millennial population in the area.

It was also supported by Kulmar (2014), the most significant advantage of being

single is having ample free time. This allows individuals to pursue their desired activities

without any other obligations or interruptions that could hinder their ability to manage

their social media buying behavior through influencers.

48
 As a result, single female millennials in Lipa City are more prone to rely on

advertising and marketing for media outlets that affect purchases. According to findings,

nearly 20% of single females are more likely to be influenced by TV celebrities and tend

to be influenced by Facebook brand sites.

In contrast According to a Mindshare Hong Kong study (2015) and Writer (2014),

they more on female relationship women are in a romantic relationship, they tend to

prioritize their partner's needs and preferences when making purchases. As a result,

this is likely because they value their relationship and want to make their partner happy.

The findings were also strengthened by the study. According to a study by the

Pew Research Center (2019), the majority of millennials are single. This means that

many Millennials are currently in the "single" stage of life, which can influence their

buying behaviors in various ways. As singles, Millennials may prioritize convenience

and ease of use when browsing and buying products online. They may also be more

likely to try out new brands or services that cater specifically to their individual needs

and preferences as a single person. Additionally, being single can give them more

freedom to experiment with different products and services without feeling guilty or

worrying about the opinions of others.

49
 4.1.3 Average Monthly Income. This variable shows the distinction of the respondents

as regard to their average monthly income.

Table 4.1.3 Distribution of Respondents by Average Monthly Income

Average Monthly Income Frequency Percent

Below Php 10,957 12 12

Php 10,957 to Php 21,914 30 30

Php 21,915 to Php 43,828 39 39

Php 43,829 to Php 76,669 17 17

Php 76,670 to Php 131,484 2 2

Total 100 100

Table 4.1.3 presents a distribution of survey respondents based on their average

income levels. The income categories are delineated in Philippine Pesos (Php), with the

respective frequency of respondents and the corresponding percentage representation.

The majority of participants, constituting 30.00%, fall within the income bracket of Php

10,957 to Php 21,914, followed closely by 39.00% falling within the range of Php 21,915

to Php 43,828. Conversely, a smaller proportion of respondents are distributed among

higher income brackets, with 17.00% earning between Php 43,829 and Php 76,669,

and only 2.00% reporting an income range of Php 76,670 to Php 131,484. The

cumulative percentages sum to 100.00%, providing a comprehensive overview of the

income distribution among the surveyed population.

Based on the analysis of the researchers the majority of the respondents in Lipa

City belonged to those who have an average income PhpPhp 21,915 to Php43,828

50
 This suggests that the respondents in this income range are more prevalent in

Lipa City than those with higher or lower incomes. Understanding the income

distribution of a population can provide insights into their purchasing power, spending

habits, and potential marketing strategies for businesses targeting this demographic.

It was also supported on the paper by Dr. Jose Ramon G. Albert, et. al the

study's population was composed of two categories based on income levels. The first

category was referred to as the 'poor', which included households with a size of five

members earning less than PhP10,957 per month. The second category was called the

'low income', which consisted of households with a size of five members earning

between PhP10,957 to PhP21,914 per month. As of the time of the study in (2018),

these two categories combined accounted for 55.2% of the total population. This

information provides insight into the economic status of the study's population and

highlights the importance of addressing poverty and income inequality in the context of

the study's research question. In contrast to Kelley, K. Ph.D (2021) Millennials with

higher disposable and discretionary incomes are likely to have more resources to spend

on sustainable and circular economy products, as they prioritize sustainability in their

purchasing decisions.

Additionally Based on data from Statista Research Department in 2021, the

median family income in the Philippines was PHP 149,980 (equivalent to approximately

USD 3,150) during the first half of the year. In contrast According to information

provided by the Philippine Statistics Authority in 2021, families with an annual income of

less than PHP 10,481 are classified as belonging to the social class for low

51
incomefamilies. Therefore, that the millennials in Lipa City are more on second category

that consisted earning between Php 10,957 to Php 21,914.

4.1.4 Highest Educational Attainment This variable shows the distinction of the

respondents as regard to their higher educational attainment.

Table 4.1.4

Distribution of Respondents by Highest Educational Attainment

Highest Educational Attainment Frequency Percent

High School Graduate 29 29

College Graduate 64 64

Vocational/ Technical Course 1 1

Master’s degree 6 6

Total 100 100.0

Table 4.1.4 presents the distribution of survey participants based on their highest

educational attainment, presenting the frequencies and corresponding percentages

within each category. The majority of respondents, comprising 64%, have attained a

college degree, indicating a substantial portion of the surveyed population has pursued

higher education beyond high school. High school graduates constitute 29% of the

participants, while individuals with a master’s degree represent 6% of the surveyed

cohort. A smaller proportion, 1%, holds vocational or technical qualifications. The

cumulative percentages sum to 100%, offering a comprehensive overview of the

educational attainment levels within the surveyed sample. This data serves to inform

insights into the educational diversity of the population under study.

52
 Based on the researchers' observations, college students (64) are more often

influenced by social network creators. Levels of digital literacy or a greater tendency to

seek out and trust the opinions of social network creators. College students, who are

part of the millennial generation, are more influenced by social media.The researchers

believed that a college graduate is easier to acquire compared to a master’s degree or

doctorate degree.

In addition, according to a survey by the Pew Research Center (2019),

Millennials with a bachelor's degree or higher are more likely to prioritize experiences

over material possessions when it comes to spending money. It says that the .This is

because they value flexibility and freedom above all else, and believe that these

experiences will bring them more joy and fulfillment in the long run.

It was also supported in the paper by Weiss &Roksa (2016), 39% of Millennials

aged 25 to 37 in 2018 held a bachelor's degree or above, compared to just 25% of Baby

Boomers at the same age. Millennial women have seen particularly notable advances in

educational achievement. 43% of Millennial women between the ages of 25 and 37 in

2018 had at least a bachelor's degree, compared to 24% of Baby Boomer women of the

same age. In addition, the Millennial generation follows a trend started by the

Generation X generation before it: more women than men have bachelor's degrees.

According to the findings, college graduates and high school graduates are more highly

influenced by social media creators in buying behavior of millennial residents in Lipa

City.

53
2. Assessment of the Respondents on Influence of Social Media Creators on

Buying Behavior

This part presented the Influence of Social Media Creators on Buying Behavior in

terms of product, price, promotion, place and consumer attitudes. Each variable was

carefully analyzed and interpreted using weight mean and composite mean with

corresponding verbal interpretation.

4.2.1 Product Table 4.21 shows the assessment of the respondents on Buying

Behavior in terms of Product.

Table 4.2.1Assessment on the level of Influence of Social Media Creators on

Buying Behavior in terms of Product
Product Mean Interpretation
1. I prioritize premium-quality products, even if they come at
High level of
a higher price, to preserve the credibility of social media 3.08
Influence
creators.
2. I believe that social media creators are credible sources High level of
2.97
for finding good products. Influence

3. I feel that social media creators provide authentic and 2.91 High level of
relatable insights into their product experiences. Influence

4. I believe that the product that is endorsed by well-known 2.88 High level of
social media creators is more dependable and trustworthy. Influence

5. I tend to buy the product endorsed by social media creators on 2.69 High level of
a regular basis. Influence
High level of
2.91
Composite Mean Influence

The respondents proved that they are High Level of Influence of the product that

can be seen in the composite mean resulting in 2.91 . This concludes that millennials

54
from Lipa City are Influence of Social Media Creators on Buying Behavior when it

comes to product.

The statement explains that we must prioritize premium-quality products, even if

they come at a higher price, to preserve the credibility of social media creators with the

highest weighted mean of 3.08, Based on research findings, Millennial are confident in

their recommendations and opinions and expect high quality products that match

expectations based on influencer recommendations or their past experiences. Trust in a

brand plays a role providing good things by continuing to receive them. Give quality

feedback through this, social media creators can maintain their credibility and

continueto build trust with their audience.

The statement that got the second-highest mean is “I believe that social media

creators are credible sources for finding good products." with a corresponding weighted

mean of 2.97.

Social media developers are increasingly becoming reliable sources of product

recommendations for millennials. That just proves that respondents trust

recommendationsfrom influential people irrespective of their age. Millennials trust the

opinions of friends and family online, while they trust the opinions of consumers who

post online. Social media creators are often an extension of these trusted brands, as

they often share their own experiences and recommendations with their followers.

Correspondingly, West (2021) states that most of the time, consumers research

products before making a purchase by reading reviews, recommendations, and

examples of how others have utilized them. Because there are many social media

55
influencers and bloggers available for public viewing, most of the time, people consider

their product and service recommendations if it is fit for the liking of the consumer.

While the third to the highest statement explains” I feel that social media creators

provide authentic and relatable insights into their product experiences”. it obtained a

2.91 weighted mean.

It demonstrates that the millennial respondents feel and provide authentic and

relevant insights into their product experience. Supported by an online platform, social

media uses its own connections to build trust, loyalty and engagement with millennial

audiences. Social media creators want to do business with those they know, like, and

trust to help their audience with their buying side.

As stated by, Taffase (2023) content creators produce content around their

interests, hobbies, and experiences and distribute and monetize it on digital platforms.

As a result, these content creators gained a significant impact towards the product or

brand that they promote because people who have seen their posts can easily be

influenced by their opinion, recommendations, and overall experience.

While the second lowest mean statement explains “ I believe that the product that

is endorsed by well-known social media creators is more dependable and trustworthy”.

it obtained a 2.88 weighted mean.

It reveals that social media creators can help enhance the visibility and credibility

of a product. However, it is important to do research, check out reviews, from sources

and weigh the pros and cons before deciding. Trust should be based on facts and

personal experiences rather than just relying on endorsements, from individuals or

celebrities.

56
 As to Umapathy (2021), Millennials use social media to research products and

find inspiration for what to buy. 87% of shoppers say they search or consult with social

media before purchasing any item and 22% of consumers prefer social media as their

channel to discover new products. Social media can shape millennials' purchase

decisions by exposing them to product recommendations, reviews, and endorsements

from peers, influencers, and brands.

The third lowest mean, with a weighted mean of 2.69 went on to discuss that “I

tend to buy the product endorsed by social media creators on a regular basis.”

Millennials in Lipa City indicated that there's a group of people who tend to

frequently buy products endorsed via social media creators. These people have a

higher level of consideration and loyalty closer to the social media creators they follow,

and their pointers bring giant weight in their purchasing selections.However, they tend to

buy the product on a regular basis because their purchase behavior does not reflect the

price but it affirms the product itself.

Correspondingly, Patel (2021) stated “Influencers have recently transformed how

customers and brands use social media”. Because of their videos and

recommendations, many people have turned to have a positive interest in a product that

an influence is promoting. This study examined how influencers have transformed the

way both customers and brands use social media. In addition, Sheila et al. (2021),

stated that increased social media engagement led to a higher intention to make

purchases online, which is consistent with research highlighting the role of quick

responses and reliable product information on social media in boosting purchase

intentions.

57
4.2.2 Price Table 2.2.2 shows the assessment of the respondents on Buying Behavior

in terms of Product. The result was analyzed and interpreted using weight mean and

composite mean.

Table 2.2.2

Assessment on the level of Influence of Social Media Creators on Buying

Behavior in terms of Price
Price Mean Interpretation
3.17
1. I believe that finding the right balance between price High level of
and quality is essential for sustainable social media Influence
creators.
3.05
2. I am more likely to buy a product if it is recommended High level of
by more than 1 social media creator and is reasonably Influence
priced.
2.89
3. Aside from its affordable price, social media creators' High level of
efforts and overall online presence helps me to decide Influence
whether to buy the product or not.
2.87
4. I tend to think that it is accompanied by a discount or High level of
special offer that is recommended by social media Influence
creators.

5. Regardless of the price, I’m still going to buy the product 2.39 Low level of
because of the social media creators who endorse it. Influence
High level of
2.87
Composite Mean: Influence

The respondents of Influence of Social Media Creators on Buying Behavior in

terms of Price have a weighted mean of 2.87 with a verbal interpretation of High Level

of Influenced. In addition, the table shows that the statement with the highest weighted

mean is the statement that expounds on. I believe that finding the right balance between

58
price and quality is essential for sustainable social media creators which resulted in a

weighted mean of 3.17.

Suherly, Affif, Arief, and Guterres (2016). The pricing is a mechanism the client

uses to pay for the goods or services provided by the business. Other factors include

how the price discount is determined, how the commission for facilitating cooperation is

determined, and how credit terms are determined when selling goods and services.

The statement shows that I am more likely to buy a product if it is recommended

by more than 1 social media creator and is reasonably priced.to get the second to the

highest mean of 3.05 with a verbal interpretation of influence. It reveals that pricing and

recommendations from social media are the two key elements that affect your decision

to buy a product. In particular, the more social media influencers that support a product,

the more likely you are to purchase it. This suggests that you consider peer approval

and other people's perspectives while making judgments about what to buy.

Furthermore, the product's affordable pricing increases the probability of making the

purchase. To put it simply, if a product has received favorable feedback from a number

of sources and is affordable, you are more likely to believe in it and consider buying it.

This is in accordance with the study by (Kotler and Keller, 2016) For customers,

price plays an important role in deciding what to buy, as the perception of price conveys

information about a product and its substantial importance.

Additionally, the third highest achieved a weight mean of 2.89 classified with the

statements “Aside from its affordable price, social media creators' efforts and overall

online presence helps me to decide whether to buy the product or not.”

59
 Millennials in Lipa City and beyond are increasingly relying on social media

creators' efforts and overall online presence to inform their purchasing decisions. This is

due to the growing trend of social media influencer marketing, which leverages the

power of social media to promote products and services to a highly engaged audience.

As stated in study of Parsons and Lepkowska-White (2018) Both consumer behavior

and company practices have evolved because of the widespread usage of social media

and the internet. Through lower prices, better brand exposure, and higher sales, social

and digital marketing present firms with several opportunities. On the other hand,

unpleasant and invasive online brand presence, together with unfavorable electronic

word-of-mouth, provide serious issues.

Meanwhile, the second lowest weighted mean in this variable was 2.87 which

stated that “I tend to think that it is accompanied by a discount or special offer that is

recommended by social media creators”.

Millennials may not be greatly influenced by sales or special discounts that social

media influencers promote when making purchasing decisions. As compared to

influencer-endorsed promotions, they could have more trust in their own investigation,

referrals from friends and family, or prior experiences. Further, the findings of McKinsey

(2014)allows them to make informed decisions about where to make their purchases

and ensures that they are getting the best possible deal.

The statement with the lowest weighted mean of 2.39 states that Regardless of

the price, I’m still going to buy the product because of the social media creators who

endorse it.

60
 When millennials frequently purchase they place a high value on social

responsibility, honesty, and authenticity. If the product doesn't fit with their values or if

they think the endorsement is fake, they could be less likely to buy it based just on

social media recommendations.

As stated by Choi & Lee (2019)influencers can affect their viewers' perceptionsof

products, including attributes and price, as well as their intentions to share content

related to these products.When viewers or fans feel a strong emotional bond with a

vlogger or media creator, it can go beyond a simple transactional relationship.It might

arise from shared values, relatability, personal stories, or consistent content that

resonates with the audience.

4.2.3 Promotion Table 2.2.3 shows the assessment of the respondents on Buying

Behavior in terms of Promotion. The result was analyzed and interpreted using weight

mean and composite mean.

61
 Table 2.2.3Assessment on the level of Influence of Social Media Creators on
Buying Behavior in terms of Promotion

Promotion Mean Interpretation

3.16 Very high level of

Influence
1. I tend to buy products that are reviewed with authenticity
and relatable insight by social media creators.

2. I believe that the product that is endorsed by well-known 3.08 High level of
social media creators is more dependable and trustworthy. Influence

3. I believe that social media creators are credible sources for 3.05 High level of
finding good products. Influence

4. I feel that social media creators provide authentic and 2.98 High level of
relatable insights into their product experiences. Influence
2.97 High level of
5. I felt more confident in my purchases when the social
Influence
media creators said that if there was a problem with the
items, there was a hassle-free return and refund policy in
place.
3.05 High level of

Influence
Composite Mean

The assessment level of Influence of Social Media Creators on Buying Behavior in

terms of Promotion have a weighted mean of 3.05 with an interpretation of High level of

Influence. In addition, the table shows that the statement with the highest weighted

mean is the statement that expounds on “I tend to buy products that are reviewed with

authenticity and relatable insight by social media creators." which resulted in a weighted

mean of 3.16. In keeping with the scholarly investigation of Dudley (2024), 90% of

millennials say authenticity is an important factor when deciding which product they like

to support. The researcher observed that the social media creators give a greater

importance to authentic reviews that offer pertinent details from promotional reviews by
62
the social media influencers about their own experiences using a product than they do

to blatantly promotional or staged reviews that might not fairly represent the features or

performance of the item.

The statement that accumulated the second highest mean was “I believe that the

product that is endorsed by well-known social media creators is more dependable and

trustworthy., “with a weighted mean of 3.08. Additionally, there is some truth to the idea

that products endorsed by well-known social media creators may be more reliable and

trustworthy. These authors have built a large following by providing valuable content and

referrals to their audience. If they endorse a product, it is often because they have

personally used and benefited from it. Their endorsements can also provide social

proof, as their followers can trust their opinions and are more likely to try the product

themselves. However, it's important to remember that not all recommendations are

created equal and it's always a good idea to do your own research and read reviews

before making a purchase.

The fact that social media creators, who have a high influence on millennials, can

serve as effective promotional tools for businesses. By partnering with social media

creators, companies can leverage their large followings and credibility to increase

consumer awareness of their products, drive sales, and encourage brand loyalty among

millennials. This is especially relevant in today's digital age where social media has

become a crucial component of the marketing mix (Daniel, 2018)

The statement that was amassed as the third highest mean with 3.05 mean was

“I believe that social media creators are credible sources for finding good products.”

63
which interpretation results in a high level of influence. Millennials find social media

creators as credible sources to look for good brands or products.

Lorait, (2016) and Daniel (2018) it helps build trust and credibility, which are

essential for growing your audience and maintaining your influence in the industry. By

partnering with social media creators, companies can leverage their large followings

and credibility to increase consumer awareness of their products, drive sales, and

encourage brand loyalty among millennials.

The statement with a weighted mean of 2.98 explains that “I feel that social

media creators provide authentic and relatable insights into their product experiences.”

Millennials believe that the social media creators give assurances for the products

authenticity and insights related to the product that they are endorsing by sharing their

personal experiences, that can help consumers understand how the product works in

real-life situations and how it can benefit them.

This can help build trust and credibility to the audience, as they see that the

social media creator is genuinely invested in the product and has had a positive

experience with it.

This is supported by the study of Daniel, ( 2018) and Lorait 2016 social media creators

can disseminate knowledge about products and services to their audiences, which can

help consumers make informed decisions.

Lastly, the mean of 2.97 belongs to the statement, which is “I felt more confident

in my purchases when the social media creators said that if there was a problem with

the items, there was a hassle-free return and refund policy in place.”

64
 The study revealed that millennials in Lipa City are also finding the importance of

customer service and after-sales support for businesses. Providing a hassle-free return

and refund policy can not only increase consumer confidence, but also improve brand

loyalty and reputation. It shows that the business values its customers and is committed

to providing a positive shopping experience.

As peer Gituma (2017) promotion plays a significant role in shaping consumer

purchasing decisions, with the right mix of promotional tactics and channels helping

businesses connect with their target audiences and close deals.

4.2.4 Place Table 2.2.4 shows the assessment of the respondents on Buying Behavior

in terms of Place. The result was analyzed and interpreted using weight mean and

composite mean

65
 Table 4.2.4Assessment on the level of Influence of Social Media Creators on
Buying Behavior in terms of Place
Place Mean Interpretation
3.29
1. I find it more convenient to make purchases in-store, High level of
where I can see and test the products before buying Influence
those recommended by social media creators.
2. I appreciate the immediate customer service 3.16 High level of
available in physical stores or online stores for Influence
addressing my queries and concerns about the
product that was recommended by social media
creators.
3.15
3. I tend to trust official brand stores and websites High level of
more than third-party sellers if they have been Influence
recommended by social media creators.
4. I find it convenient to purchase digital products, such
as online platforms that are recommended by social High level of
3.11
media creators, directly from the official website of the Influence
provider.
5. I believe that when social media creators endorse 3.05 High level of
products or services related to a specific location, their Influence
followers are inclined to trust their recommendations,
making them more likely to make purchases based on
these suggestions.
High level of
3.15
Composite Mean: Influence

The respondents proved that they are High level of Influence of the place that

can be seen in the composite mean resulting in 3.15. This concludes that millennials

from Lipa City are Influence of Social Media Creators on Buying Behavior when it

comes to place.

In addition, the table shows that the statement with the highest weighted mean is

the statement that expounds. “I find it more convenient to make purchases in-store,

66
where I can see and test the products before buying those recommended by social

media creators.” which resulted in a weighted mean of 3.29.

Based on research observations companies that operate in physical realms can

greatly benefit from using social media creators as a marketing strategy. Businesses

can expand their reach and drive growth by leveraging their authority and influence to

promote location-based referrals and sell digital products and services. One of the

trending purchases in store can be sorting in different categories to easily catch up the

customers.

This, in accordance with Dalangin et al. (2021), explains that influencer trustworthiness

and honesty play a crucial role in influencing consumer behavior and purchase

intentions, as well as attractiveness and the influencer's relationship with the product. In

fact, Choi & Lee (2019) claimed when viewers or fans feel a strong emotional bond with

a vlogger or media creator, it can go beyond a simple transactional relationship.

The second-highest mean statement explains “I appreciate the immediate customer

service available in physical stores or online stores for addressing my queries and

concerns about the product that was recommended by social media creators." with a

corresponding weighted mean of 3.16.

It was evident that respondents are more on a product immediately alleviates

their worries and queries, millennials want to be engaged in it. Businesses may stand

out from the competition and give their consumers a more satisfying and enjoyable

shopping experience by solving these problems and investing in improved customer

service procedures.

67
While the third to the highest statement explains “I tend to trust official brand stores and

websites more than third-party sellers if they have been recommended by social media

creators. it obtained a 2.15 weighted mean.

Most millennials were found to have a strong influence on how important trust is when

making an online purchase decision. While a product may gain more credibility through

the endorsement of social media influencers, customers may still prefer to buy from

official brand stores and websites over third sellers. This may be because they are

closely associated with the brand and consider these sources more reliable and

trustworthy.

For Sheila et al. (2021), stated trust significantly mediated the relationship between

social media use and purchase intention, indicating that higher trust among social

media users led to a greater intention to buy products and services online via social

media platforms over the third sellers.

While the second lowest mean statement explains “ I find it convenient to purchase

digital products, such as online platforms that are recommended by social media

creators, directly from the official website of the provider.” it obtained a 3.11 weighted

mean.

The results demonstrate that millennials are greatly swayed through internet platforms

endorsed by social media creators in easily tracking websites they intend to visit for

buying items. Most times, makers of social media use their power of marketing through

social media as the most effective strategies that can be used to attract millennials.

For Xuccheney et al. (2021), stated that it is evident that consumers are

influenced by various factors and external stimuli facilitated by the pervasive presence

68
of social media marketing. This implies that they are use their suitability in capturing this

dynamic consumer behavior shift driven by social media platforms.

The third lowest mean, with a weighted mean of 3.05 went on to discuss that “ I

believe that when social media creators endorse products or services related to a

specific location, their followers are inclined to trust their recommendations, making

them more likely to make purchases based on these suggestions”.

It was evident that respondents are when it comes to purchasing decisions,

social media creators can have an effect on their followers because of location-related

product or service promotion. The reason behind such influence is the trust and

connection that followers share with these creators who they usually perceive as down-

to-earth

individuals.

For Choi & Lee (2019) creators influence viewers to buy something regardless of

whether it is worth the price or not because of the product attribute or the particular

features. In a nutshell consumers can be positively or negatively influenced by the

attitude and perception of the influencer or content creator they watch. As to Kopp

(2022) followers are more likely to be influenced by the content creators'

recommendations.

4.2.5 Consumer Attitudes Table 4.2.5 shows the assessment of the respondents on

Buying Behavior in terms of Consumer Attitudes .The result was analyzed and

interpreted using weight mean and composite mean.

69
 Table 4.2.5

Assessment on the level of Influence of Social Media Creators on Buying

Behavior in terms of Consumer Attitudes

Consumer Attitude Mean Interpretation
3.16
1. I tend to believe that the social media creators use platforms that High level of
should be more regulated to prevent fake or misleading content. Influence

2. I often research and watch social media creators' video reviews 3.10 High level of
and ratings before making a purchase decision. Influence

3. I tend to buy products from brand owners, like social media 2.99 High level of
creators, whom I trust and have had positive experiences with. Influence
2.95
4. I am inclined to purchase products from companies that actively High level of
interact with their customers on social media and are appealing to Influence
social media creators.
High level of
5. I tend to believe that social media creators wield significant Influence
influence over my purchasing decisions and play a pivotal role in 2.88
shaping my consumer attitudes. Their engaging content, authentic
reviews, and relatable experiences create a sense of trust and
connection.

High level of
Composite Mean 3.02
Influence

It was revealed that the composite mean that it gets is 3.02 with a verbal interpretation

of “High level of influence” meaning, Respondents express a strong inclination to

purchase products from companies that actively engage with customers on social

media, emphasizing the appealing nature of these interactions to social media creators.

Furthermore, respondents express a belief in the necessity of regulating social media

platforms to prevent fake or misleading content. The highest of them, which stated that “

I tend to believe that the social media creators use platforms that should be more

regulated to prevent fake or misleading content” scored 3.16 as a weighted mean.

70
 This explains the level of skepticism or concern among millennials about the

authenticity and accuracy of content created and shared on social media platforms. This

finding is consistent with research that has shown that millennials in particular are more

likely than other generations to distrust and question the credibility of information they

encounter on social media.

This statement suggests that the person expressing it has a belief that social media

platforms should have stricter guidelines and enforcement measures to prevent the

spread of fake or misleading content. This finding aligns with research that has shown

that many social media users, particularly millennials, are concerned about the

authenticity and accuracy of information they encounter on these platforms (Sharma et

al. 2019; Shu et al. 2017).

The second highest weighted mean“ I often research and watch social media creators'

video reviews and ratings before making a purchase decision”. scored 3.10 weighted

mean.

It explains that social media makes it easy for people to learn about new products

without leaving their homes. They can watch videos and read reviews on platforms like

YouTube, Instagram, or TikTok. This saves them time and energy because they don't

have to go to a store or look through long lists of details online.

Additionally, as they become older, millennials' purchasing power increases and they

are known to "love to shop." Millennials, who make up 33–35% of retail sales, can

engage with companies wherever they are thanks to their heavy use of technology,

which includes smartphones and tablets (Barton et al. 2014).

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The third highest means “I tend to buy products from brand owners, like social media

creators, whom I trust and have had positive experiences with.” scored a 2.99 weighted

mean.

Millennials prefer to buy products from brand owners who are social media creators,

whom they trust, and whom they have positive experiences with. It shows that their

purchasing decisions are influenced by personal relations and trust. This implies that

the individual values the authenticity and credibility of the brands they support, in

particular those associated with the creators of social media.

As mentioned by (Kim et al., 2018), recommendations and electronic word-of-

mouth (eWOM) are built upon trust, and influencers must possess trustworthiness to

effectively influence their followers. Influencers have a significant impact on millennials

purchasing decisions, they must prioritize building and maintaining trust and credibility.

This aligns with the idea that consumers tend to buy products from brand owners they

trust and have positive experiences with.

However, the statement with the lowest mean “I am inclined to purchase products from

companies that actively interact with their customers on social media and are appealing

to social media creators.” scored 2.95 weighted mean.

This explains social media as a major factor in influencing consumer behavior and

purchasing decisions. Millennials don't just buy products offered by influencers on social

media, they still look at recommendations, physical attributes, product packaging, and

reviews and are more encouraged to look at the product physically in its shop. By

actively engaging with its customers on social media, a company can build brand

loyalty, increase customer satisfaction, and ultimately boost their sales.

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 As stated by Muchiri (2016) points out that a product's physical attributes, packaging,

and labeling information might affect whether customers see it in-store, inspect it, and

decide to buy it. The product plays a significant role in the marketing mix.

The bottom lowest mean of this state “ I tend to believe that social media creators wield

significant influence over my purchasing decisions and play a pivotal role in shaping my

consumer attitudes. Their engaging content, authentic reviews, and relatable

experiences create a sense of trust and connection.” weighted average of 2.88.

As mentioned by the study by Sheila et al. (2021), investigates how perceived risk and

trust act as mediators in the relationship between social media use and purchase

intention. Social media use positively influenced trust, indicating that as users engaged

more with social media, their trust levels increased, aligning with studies suggesting that

greater user engagement and connections can build trust.

4.2.6 Summary of Composite mean Table 4.2.6 presented the influence of social

media creators on buying behavior of millennials in terms of product, price, promotion,

place and consumer attitudes. The result was analyzed and interpreted using weighted

mean and composite mean.

Table 4.2.6Overall assessment on the level of influence of social media creators

on buying behavior of the respondents

Variable Mean Interpretation

73
 Product 2.91 High level of Influenced

Price 2.86 High level of Influenced

Place 3.15 High level of Influenced

Promotion 3.05 High level of Influenced

Consumer Attitude 3.02 High level of Influenced

Overall Mean 3.00 High level of Influenced

Table 4.2.6 shows the influence of social media creators on millennials' buying

behavior in relation to product, price, promotion, place, and consumer attitudes. The

results revealed that millennials' buying behavior is "highly influenced" by the different

variables or concepts associated with buying behavior. The place variable accumulated

the highest composite mean of 3.15, followed by promotion, which got 3.09, then

consumer attitudes, which got a composite mean of 3.02, followed by product, which got

2.91, and lastly, price, which accumulated the lowest composite mean of 2.87 among

the variables. Also, the results showed that the grand composite mean has a high level

of influence that ranges from 3.00. It reveals that when it comes to product, price,

promotion, place, and consumer attitudes, there is a high level of influence. Among

these factors, it indicates that it has an especially significant influence on millennials'

purchasing decisions when it comes to social media creators. It means that social

media creators who effectively communicate the location or availability of products can

have a particularly strong impact on their followers' buying behavior.

Researchers believe that the reason millennials' shopping behavior has high levels of

influence is because it means they rely more on recommendations and trust social

media creators to effectively influence audiences. It also fosters stronger relationships

with those who are more likely to shop online, which is supported by studies that
74
highlight the importance of quick responses and accurate product information. The

online platform provides an opportunity not just for this shopping behavior, but for all

millennials to have access to how shopping behavior even works through referrals,

opinions and word of mouth marketing through social media creators.

The study by Dalangin et al. (2021) also pointed out that the majority of the

respondents, including millennials, are highly influenced. When asked about their

information sources., it indicated that the majority of the respondents use social media

as their primary source of information. Additionally, Empathy (2021) asserted that there

are many social media influences that significantly impact the e-commerce behaviors of

many millennials, especially those who have higher exposure to using various social

media applications.

4. Siginficant Difference on the assessment level of influence of social media

creators on buying behavior of the respondents when grouped according to

profile variables.

4.1 Sex. This table showed Is there a significant difference on the assessment level of

influence of social media creators on buying behavior of the respondents when grouped

according to sex.

Table 4.3.1

Differences on the assessed level of influence of social media creators on buying

behavior of the respondents when grouped according to Sex

Buying Behavior Sex Mean Rank U-statistic p-value Decision on Ho Interpretation

75
 Price Male 56.58 964.00 0.06 Failed to Reject Not Significant

Female 45.53

Product Male 55.88 995.50 0.89 Failed to Reject Not Significant

Female 46.10

Promotion Male 48.46 1145.50 0.52 Failed to Reject Not Significant

Female 52.17

Place Male 50.61 1232.50 0.97 Failed to Reject Not Significant

Female 50.41

Consumer Attitude Male 52.64 1141.00 0.50 Failed to Reject Not Significant

Female 48.75

Table 4.3.1 The assessments of the respondents on their level of influence of social

media creators on buying behavior of the respondents when grouped according to sex

obtained p-values of 0.06, 0.89, 0.52, 0.97, and 0.50 , respectively. The results of a

Mann-Whitney U test analyzing the buying behavior of survey participants based on

gender across different factors: Price, Product, Promotion, Place, and Customer

Attitude. The mean ranks, U-statistics, and p-values for each factor and gender

category are provided. In all cases, the p-values are greater than the conventional

significance level of 0.05, leading to the decision to fail to reject the null hypothesis

(Decision on Ho: Failed to Reject; Interpretation: Not Significant).

This implies that there is insufficient evidence to suggest significant differences in the

buying behavior between males and females for the evaluated factors. The

MannWhitneyU test, a non-parametric statistical test, has been employed to assess

these differences, considering the ordinal nature of the data. The results suggest that,

based on the provided data, gender does not play a statistically significant role in

influencing buying behavior across the specified factors.

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In light of these findings, the researchers found that the influence of social media

creators on the buying behavior of respondents when grouped by sex was not

significant. Proponents believed that women tend to be more engaged with social media

platforms and content than men, leading to greater exposure to social media creators

and their content. Second, women are more influenced by social proof and word-

ofmouth recommendations, making them more receptive to the opinions and

experiences shared by social network creators. When purchasing beauty and fashion

products, social media creators were more likely to be influenced, while men were more

likely to be influenced by creators in the technology and gadgets categories.

However, researchers believed that when it comes to purchasing behavior, women are

more informed and aware that women remain very significant in their purchasing

behavior. Women are well informed when it comes to purchasing behavior. Compared

to men, women use their critical thinking to influence social media creators through the

referral and word-of-mouth strategies that are used. Overall, however, it can be

concluded that women have a higher influence on social network creators than men.

Women are more knowledgeable than men about the influence of social media creators

on purchasing behavior, such as recommendations, opinions, and word of mouth.

Gallup (2014) found that male shoppers made somewhat fewer impulse buys

than female shoppers. As a result, sex has a big impact on how they handle their

purchasing actions and decisions when it comes to their buying behavior. Similar to this,

Nielsen Company (2018) suggests that women may be more open to trying new

products or services without extensive research or planning. Likewise, Das (2014)

revealed that the beneficial effects of store image on consumer attitudes toward,
77
behavior consistent with, and intentions to make purchases vary by gender and were

significantly stronger for women than for men.

The research conducted by Rakuten Insight (2023) revealed that the male and

female respondents had something because an influencer had recommended it. The

results of the study showed that they had been persuaded to purchase a product by the

influencers advertising. Simply put, every purchasing decision, female and male,

appears to be not significant. On the other hand, the respondents assessed the level of

influence of social media creators on buying behavior in terms of product, price,

promotion, place, and consumer attitudes and needs, obtaining p-values of 0.06, 0.89,

0.52, 0.97, and 0.50, respectively. The generated p-values are higher than the 5 percent

level of significance, which means they failed to reject the null hypothesis. Therefore,

the level of influence of social media creators on buying behavior is not significantly

different when grouped according to sex.

The researchers discovered that the level of influence of social media creators on

buying behavior when it comes to product, price, place, promotion, and consumer

attitudes among millennial residents in Lipa City is difficult to reject when respondents

are grouped according to their sex. The proponents believe that despite the sexual

orientation of the respondents, they view the concepts of product, price, place,

promotion, and consumer attitudes on the same level.

This is in accordance with Donnely and Scaff (2016), who explain that millennials

were more likely to make impulse purchases, and men were slightly less impulsive than

women. In fact, Weiser (2014) claimed women prefer online shopping less than men.
78
 Valerie and Powers (2013) found that female millennials were more price conscious

than their male counterparts. Male and female consumers are identified with different

attitudes, buying behaviors, and shopping styles that influence their purchasing

decisions. different attributes may be used when shopping because they may be brand

loyal or quality conscious.

To sum it all up, the overall assessment of the respondents on the level of

influence of social media creators on buying behavior when grouped according to sex

generated a p-value of higher than 5 percent level of significance, which led to a failure

to reject the null hypothesis. Hence, there is no significant difference in the level of

influence of social media creators on buying behavior when grouped according to sex.

4.2.1 Summary of Computations on the Test of difference on the assessment level of

influence of social media creators on buying behavior of the respondents when grouped

according to Civil Status.

4.2.1 Civil Status. This table showed Is there a significant difference on the

assessment level of influence of social media creators on buying behavior of the

respondents when grouped according to civil status.

Table 4.2.1

Differences on the assessed level of influence of social media creators on buying

behavior of the respondents When Grouped according to Civil Status
Buying Behavior Civil Mean U- pvalue Decision on Interpretation
Status
Rank statistic Ho

Price Single 50.14 858.00 0.82 Failed to Reject Not Significant

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 Married 51.70

Product Single 48.56 736.50 0.22 Failed to Reject Not Significant

Married 56.98

Promotion Single 49.81 832.00 0.66 Failed to Reject Not Significant

Married 52.83

Place Single 51.31 823.50 0.61 Failed to Reject Not Significant

Married 47.80

Consumer Single 51.37 818.50 0.58 Failed to Reject Not Significant

Attitude

Table 4.2.1 The assessments of the respondents on their level of influence of

social media creators on buying behavior of the respondents when grouped according

to civil status obtained p-values of 0.82, 0.22, 0.66, 0.61, and 0.58 , respectively. It

presents the outcomes of a Mann-Whitney U test examining buying behavior in relation

to civil status, specifically focusing on the factors of Price, Product, Promotion, Place,

and Customer Attitude. The mean ranks, U-statistics, and p-values are reported for both

single and married individuals. In all instances, the p-values exceed the conventional

significance threshold of 0.05, leading to the decision to fail to reject the null hypothesis

(Decision on Ho: Failed to Reject; Interpretation: Not Significant).

This indicates that there is insufficient evidence to support significant differences

in buying behavior between single and married individuals across the assessed factors.

The Mann-Whitney U test was selected for this analysis due to the absence of values

for separated and widowed categories, which rendered the Kruskal-Wallis test

inappropriate. Since Mann-Whitney U can accommodate two-group comparisons, it was

employed to specifically evaluate distinctions between single and married participants,

80
providing insights into buying behavior variations associated with civil status within the

given dataset.

The researchers discovered that the level of influence of social media creators on

buying behavior is not different when grouped according to their civil status. Whether a

millennial is still single, married, separated, or widowed, their level of influence of social

media creators on buying behavior is not significantly different. The civil status of

respondents does not vary their decisions since they can focus on their own goals and

aspirations without any distractions or interruptions. The researchers believed that with

the rise of different platforms, anyone can access them and have a certain perspective

about buying behavior. Additionally, the e-commerce of digital marketing paves the way

for an easy transition, which will allow every individual to be familiar with the products

and services that are endorsed by social media creators.

Similar to the current study, Sheila et al. (2021) and Chaina et al. (n.d.) suggest

that there is no significant difference in how people make purchases based on what

they see on social media, regardless of their gender. This finding challenges the

traditional belief that certain demographic groups are more susceptible to social media

marketing and advertising. Reported by Jr. Etrata et al. (2022) and Xuccheney et al.

(2021), the study found no significant difference in the rate of social media creators'

ratings of influence on purchasing behavior based on marital status. However, it

suggested that brands carefully select influencers who are a good fit for their products

and target audience, rather than relying solely on metrics such as follower count.

81
Whether someone is single, married, or otherwise, they seem to be affected by social

media influences about the same when it comes to purchasing decisions.

Table 4.2.3 Summary of Computations on the Test of Difference on the assessment

level of influence of social media creators on buying behavior of the respondents when

grouped according to average monthly income.

4.2.3 Average Monthly Income. This table showed Is there a significant difference on

the assessment level of influence of social media creators on buying behavior of the

respondents when grouped according to average monthly income.

Table 4.2.3
Differences on the assessed level of Influence of Social Media Creators on
Buying Behavior of the respondents When grouped according to Average
Monthly Income
Buying Average Monthly Mean Chi –square Decision on
p-value Interpretation
Behavior Income Rank value Ho
Below Php 10,957 65.25
Php 10,957 to Php
46.22
21,914
Php 21,915 to Php
53.10 Failed to
Price 43,828 5.75 0.22 Not Significant
Reject
Php 43,829 to Php
43.47
76,669
Php 76,670 to Php
35.25
131,484
Product Below Php 10,957 67.88 7.97 0.09 Failed to Not Significant
Php 10,957 to Php Reject
47.60
21,914
Php 21,915 to Php 48.36
43,828
82
 Php 43,829 to Php
52.35
76,669
Php 76,670 to Php
15.75
131,484
Below Php 10,957 53.46
Php 10,957 to Php
49.22
21,914
Php 21,915 to Php
51.86 Failed to
Promotion 43,828 3.15 0.53 Not Significant
Reject
Php 43,829 to Php
51.59
76,669
Php 76,670 to Php
16.25
131,484
Below Php 10,957 44.25
Php 10,957 to Php
49.37
21,914
Php 21,915 to Php
55.91 Failed to
Place 43,828 5.63 0.23 Not Significant
Reject
Php 43,829 to Php
48.97
76,669
Php 76,670 to Php
12.50
131,484
Below Php 10,957 75.29
Php 10,957 to Php
44.12
21,914
Php 21,915 to Php
Consumer 48.19
43,828 11.44 0.02 Reject Significant
Attitude
Php 43,829 to Php
51.41
76,669
Php 76,670 to Php
34.75
131,484

Table 4.3.3 The assessments of the respondents on their level of influence

of social media creators on buying behavior of the respondents when grouped

according to average income obtained p-values of 0.22, 0.09, 0.53, 0.23, and

0.02 respectively. It presents the results of a Kruskal-Wallis test assessing the

relationship between average monthly income and buying behavior across four

factors: Price, Product, Promotion, and Place, along with Customer Attitude. The

mean ranks, Kruskal-Wallis Statistics, and p-values are reported for each income

category. For Price, Product, Promotion, and Place, the p-values exceed the

83
 conventional significance level of 0.05, leading to the decision to fail to reject the

null hypothesis (Decision on Ho: Failed to Reject; Interpretation: Not Significant).

This suggests that there is insufficient evidence to assert significant differences in

buying behavior across income categories for these factors. However, for

Customer Attitude, the p-value is less than 0.05, leading to the rejection of the

null hypothesis (Decision on Ho: Reject; Interpretation: Significant). This indicates

that there are significant variations in customer attitude based on average

income. The Kruskal-Wallis test was chosen as it is a non-parametric test

suitable for comparing multiple independent groups, accommodating the ordinal

nature of the data.

The researchers found that the level of influence of social media creators

on purchasing behavior did not differ when grouped by their civil status. This

means that while millennials may still be working to earn money, the degree to

which they are influenced by social media creators on purchasing behavior is not

significantly different. This study involved 100 participants from the city of Lipa

and the results showed that regardless of income level, social media creators

had a similar level of influence on purchasing behavior. Social media creators are

becoming increasingly important in influencing consumer decisions regardless of

income level. This means that regardless of how much money they earn,

people's attitudes toward purchasing decisions do not change significantly. about

the influence of creators of social networks.

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The above statement is supported by a study by West 2021 and Patel 2021, they found

that there was no significant difference in the level of evaluation of the influence of

social network creators on purchasing behavior when respondents were grouped by

average income, other factors such a consumer attitude has a significant role in

shaping towards purchasing decisions.

As millennials are increasingly savvy about advertising tactics, they are more

likely to trust recommendations from people they know and interact with regularly than

random celebrities promoting products. Therefore, brands should prioritize building

genuine connections with their target audience through meaningful content and

experiences, rather than relying solely on celebrity endorsements

Table 4.3.4. Summary of Computations on the Test of difference on the assessment

level of influence of Social Media creators on buying behavior of the respondents when

grouped according to Highest Educational Attainment.

4.3.4 Highest Educational Attainment. This table showed Is there a significant difference

on the assessment level of influence of social media creators on buying behavior of the

respondents when grouped according to highest educational attainment.

Table 4.3.4Differences on Influence of Social Media Creators on Buying Behavior

of the respondents When Grouped according to Highest Educational Attainment

Buying Average Income Mean Kruskal- pvalue Decision on Interpretation

Behavior Ho
Rank Wallis H

Price High School 55.90 3.48 0.32 Failed to Not Significant

College 49.23 Reject

Vocational/Technical 9.00

85
 Master Degree 44.83

Product High School 54.21 9.65 0.02 Reject Significant

College 52.28

Vocational/Technical 3.00

Master Degree 21.50

Promotion High School 54.16 1.53 0.68 Failed to Not Significant

College 49.92 Reject

Vocational/Technical 28.50

Master Degree 42.67

Place High School 48.83 2.06 0.56 Failed to Not Significant

College 50.63 Reject

Vocational/Technical 22.00

Master Degree 61.92

Customer High School 56.21 2.15 0.54 Failed to Not Significant

Attitude College 48.77 Reject

Vocational/Technical 30.00

Master Degree 44.83

Table 4.3.4 The assessments of the respondents on their level of influence of social media

creators on buying behavior of the respondents when grouped according to highest

educational attainment obtained p-values of 0.32, 0.02, 0.68, 0.56, and 0.54 ,

respectively. It provides the results of a Kruskal-Wallis test examining the relationship

between average income and buying behavior across different educational attainment

levels in terms of Price, Product, Promotion, Place, and Customer Attitude. The mean

ranks, Kruskal-Wallis H-statistics, and p-values are presented for each educational

category. For Price, Promotion, Place, and Customer Attitude, the p-values exceed the
86
conventional significance level of 0.05, leading to the decision to fail to reject the null

hypothesis (Decision on Ho: Failed to Reject; Interpretation: Not Significant).

This implies that there is insufficient evidence to assert significant differences in buying

behavior across income categories for these factors. However, for Product, the p-value

is less than 0.05, indicating a rejection of the null hypothesis (Decision on Ho: Reject;

Interpretation: Significant). This suggests that there are significant variations in buying

behavior related to educational attainment levels specifically concerning the Product

factor. The Kruskal-Wallis test, a non-parametric statistical test, was employed due to

the ordinal nature of the data and the ability to assess differences across multiple

independent groups.

The result of this assessment shows the level of influence of social media creators on

buying behavior is not different when grouped according to their highest educational

attainment. Thus, it is suggested that millennials living in Lipa City are familiar with

using and browsing the internet; they choose sites that are products, and their highest

educational attainment doesn't matter when it comes to digital marketing. This implies

that a person with a high level of education is more likely to succeed. On the other

hand, as a result of their buying behavior, their purchasing behavior was aligned with

that of a stable employee. To conclude, the researchers believe that if a millennial

obtains a high degree, such as a bachelor, master, vocational/tennis, or doctoral, that

individual is already knowledgeable enough about their buying behavior.

The above statement is supported by a study by Dewi et al. (2020) who

explained that the degree or level of education of the respondent found that there was

no significant difference in the level of evaluation of the influence of social network

87
creators on purchasing behavior when respondents were grouped by those with the

highest educational attainment .Buying behavior are what taken by the individual to

have advantage to take a risk when it comes of purchasing behavior, as indicated by

the millennials with the variety 23 of educational backgrounds. On top of that, the study

also revealed that as a result, individuals are starting to believe what social media

creators say about the things they use, evaluate, and remark on. Influencers develop

and distribute content that has a significant impact on customers.

4. What are the issues/ concerns in buying products endorsed by social media creators.

Concerns in buying products endorsed by social media creators. Endorsing Poor

Quality Product: The highest concern (30%) is related to the quality of products being

endorsed on social media.The 30% millennials respodents their concerns around poor

quality products endorsed on social media stem from a desire for authenticity and

quality in marketing communications. Millennials want to know that the products they're

buying are worth their money and align with their values.This indicates that a significant

portion of consumers is sensitive to the association of their favorite creators or

influencers with products of poor quality. As technology is rising, one of the most

important fields of technology for companies' marketing mix is social media. Marketers

have moved their techniques by using celebrities as a way of increasing consciousness

and perception of their brand, the same technique is used today but rather using

influencers on social media. Influencers are those who due to their knowledge, skills,

and character - but not position - can make an impact on attitudes of a certain group

(Bognar et al, 2019).

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 Lack of Transparency: The second highest concern (27%) revolves around

issues related to transparency and honesty in sponsored content. 27% of millennials

think that misleading or false claims in sponsored content can damage the credibility of

both the creator and the brand. Consumers may feel cheated or deceived if they

discover that the product or service doesn't live up to the promises made by the creator.

This suggests that a considerable portion of consumers are aware of potential

deception or lack of clarity in marketing communication. (Web30, 2023)

Paid content: The third highest concern (16%) that focused on the effect of paid

partnerships to the consumers. Purchasers are unsure of the credibility of the

influencers who made partnerships whether or not they use the product that they are

promoting. (Hall,2016). Moreover, it negatively affects the consumers behavior when

they perceive a post that clearly states that it is a partnership with “Sponsored” or “paid

advertisement”.

In essence, the offered survey findings provide not merely an overview of

consumer opinions but additionally a road map for businesses and social media

creators seeking resonance and success in the dynamic realm of social media

marketing. By taking note of the stated problems and proactively addressing them,

these organizations may not only strengthen their relationships with their target

audience, but also improve the overall efficacy and impact of their marketing efforts in

the digital landscape.

Hiring the right social media influencer will have a huge impact on the business.

There are things that a business should consider when they are looking for social media

creators so that they can spread authenticity and credibility of the product or brand that
89
a consumer is into. Businesses must identify their target audience as this is one of the

important steps before hiring a social media influencer to make sure that a business will

hire a social media influencer that has an aligned interest with the audience and to the

brand. (Olivia, 2024). A business should not ignore the importance of checking the

content of the social media creators they are hiring this is to ensure that it will be

beneficial for both parties, additionally, once a business hires the desired social media

influencers make sure that they will trust the process and not pressure the influencer to

promote the product, let them do their own magic. Don’t just hire a social media

personality, a business needs to ensure that they have a terms and conditions contract

so that both parties make a commitment.(Influencity, 2023). Moreover, a business

should set a budget for the social media influencer as they are making an effort to

spend their time engaging with your brand product. (Indeed, 2023).

90
5. Proposed Infographic material

CHAPTER V

91
 SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATION

This chapter presents the summary of objectives and methodology, the salient

findings, the conclusions drawn from the findings, and the recommendations.

Summary

The study titled "Influence of Social Media Creators on the Buying Behavior of

Millennials" aimed to understand the purchasing behavior of millennials residing in Lipa

City. It focused on analyzing demographic data related to the respondents, emphasizing

key aspects such as sex, civil status, average monthly income, and highest education

attainment. Additionally, the study sought to evaluate the extent of social media

creators' influence on product, price, promotion, place, consumer attitudes.

Furthermore, it aimed to identify any significant differences in the perceived influence of

social media creators on buying behavior when respondents were grouped according to

their profiles. Moreover, the study aimed to assess the concerns and issues associated

with purchasing products endorsed by social media creators. The research was

conducted among individuals aged 28 to 43 years old, as this age group was deemed

crucial for understanding the preferences and levels of influence among millennials. The

total population of millennials in Lipa City that we surveyed has a total of 100

respondents. The survey was administered in Lipa City with 20 individuals per 5

districts, employing a questionnaire comprising three parts. The study employed a

descriptive research method to formally evaluate the level of influence exerted by social

media creators on the buying behavior of millennials. The questionnaire utilized a Likert

Scale format consisting of 25 statement items and included a qualitative section in

92
essay format. To analyze the collected data, statistical tools such as frequency and

percentages, weighted mean, Kruskal-Wallis Test and Mann Whitney U Test were used.

Based on the findings, the researcher had suggested an input to an output which is an

information material to effectively hired social media creators.

Findings

After the data were gathered, tabulated, statistically treated, analyzed and

interpreted, the following findings were disclosed:

1. The majority of them are female, with 55 respondents, of the sample size. In

terms of civil status, 77 respondents are still single. Most of them are college graduates

with (64 percent). Results also revealed that 39 percent of the respondents have an

average monthly income of Php 21,915 to Php 43,828.

2. The results of the study show that the respondents assessed the level of

influence of social media creators on the buying behavior of millennials based on

variables such as price, product, promotion, place, and consumer attitudes. within the

range between 2.87 and 3.05, which has a verbal interpretation of “high level of

influence”. Among all factors, the variable of place has the highest composite mean of

3.15, indicating that respondents are highly influenced by buying behavior. It was

followed by the variable of promotion, with a composite mean of 3.05. Then, the

consumer attitudes variable had a composite mean of 3.02. Then, the price variable had

a composite mean of 2.91. Lastly, the price variable has a composite mean of 2.87.

Every variable has an interpretation of

“High level of influence.”

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 3. Based on the findings, a significant difference has been shown in the assessment

level of influence of social media creators on buying behavior of respondents in terms of

consumer attitudes when grouped according to average monthly income and also the

product when grouped according to highest educational attainment. Meanwhile, there is

no significant difference on the assessed level of influence of social media creators

when grouped according to sex and civil status.

4. Based on the findings, the respondent’s issues and concern when they

considered their buying behaviour to social media creators, 30% answered poor quality

product was endorsed, 27% lack of transparency, and 16% endorsed in paid content,

which affect the respondents purchasing behavior and attitude regards on the product,

that can affect the brand and the social media personality, can result for the

respondents to not trust and avail the product again.

5. Based on the findings and result of the study, the researchers proposed an

infographic material that will portray the dos and don'ts of business owners when hiring

the right social media creators for their reliability, allowing consumers to fully trust the

product, the business, and the influencer who's endorsing the product.

94
Conclusions

The researchers came up with the following conclusions:

1. The majority of the respondents are female, single, college graduate with an

average monthly income of Php 21,915 to Php 43,828.

2. There is a high level of influence on the buying behaviour of millennial residents

in Lipa City in terms to product, price, place, promotion and consumer attitudes

3. The study revealed a significant difference in the assessed level of influence of

creators on buying behavior in terms of civil status when grouped according to

average monthly income and in terms of product when grouped according to

highest educational attainment. On the other hand, there is no significant

difference in the assessed level of influence of social media creators on buying

behavior when grouped according to sex and civil status.

4. The study indicates the respondent’s issues and concern regarding on how social

media creators advertise which results social media influencers promote poor

quality product, lack of transparency, and paid content which negatively affects

the respondents buying behavior.

5. The proposed infographic material focuses on portraying the dos and don'ts of

business owners when hiring the right social media creators.

95
 Recommendations

Based on the conclusions generated from the study conducted the following

recommendations are given:

1. Look for social media creators who have 100,000 followers on their social media

accounts that have a genuine connection with their audience and align with the

brand values to promote their products. This helps brands reach a wider

audience, build credibility, and generate buzz around their product.

2. To spread authenticity and transparency, a business should take into

consideration the do’s and don’ts when looking for social media influencers to

advertise their product. Ensure that the influencers they are trying to partner with

are suitable for the business.

3. To successfully utilize demographic information for millennial to buy the products,

businesses should concentrate on developing a brand that gives a pleasant or

entertaining consumer experience and promoting goods or services that provide

rapid pleasure.

4. This research thus contributes to the aspiring millennial who want to be

influenced by engaging on various platforms to build relationships that can be

very useful for their own brands that are trying to expand their audience and

convert them into loyal customers.

96
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