Research Proposal Group 4

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The Impact of Social Media

Influencers Among Grade 10 Learners


in
Malasiqui Catholic School
Table of Contents
CHAPTER 1 CHAPTER 2
• Background of The Study • Foreign Literature
• Statement of The Problem • Local Literature
• Significance of The Study • Foreign Studies
• Scope and Delimitation • Local Studies
• Definition of Key Terms • Theoretical Framework
• Conceptual Framework
• Research Paradigm

2
CHAPTER
1
The Introduction

3
BACKGROUND OF THE
STUDY
4
BACKGROUND OF THE STUDY

Social media influencers have a huge influence on everyone. It may be a


beneficial move. It can also be detrimental. Social media influencers are
those who have a significant presence in the social media industry. It is a
good thing that there are so numerous influencers nowadays. However,
not all of them have a positive impact on their audience. The majority of
them merely play pranks or do stupid stuff, which is not appropriate
content. "Through our vast experience with clients, we've discovered that
influencer content is most resonant and effective when influencers employ
their own expertise, style, and originality - without excessive brand
influence," Sabria (2018: 1). These types of content can have a positive or
negative impact on viewers' behavior and daily routines.

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BACKGROUND OF THE STUDY

Social media influencers are a major concern in our society


since they have a tremendous impact on our society,
particularly among teenagers. We must address the impact of
this issue in order to understand the positive and negative
effects on us, as well as to handle or provide a solution to any
problem that are a factor of being able to adapt that kind of
influence for any of us.

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STATEMENT
OF THE
PROBLEM
.

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STATEMENT OF THE PROBLEM
Specifically, the research focuses to answer the following
questions:

1 2 3 4
What is the profile What is the effect of What are the roles of What program can be
watching contents by Social Media proposed to educate
of respondents in social media influencers Influencer that gives the Grade 10 Learners
terms of: in YouTube towards the a massive impact in in Malasiqui Catholic
1. Gender daily activities and the aspect of School to follow
routines of Grade 10 behavior of Grade 10 genuine influencers
2. Age Learners in Malasiqui Learners in Malasiqui who are ethically and
Catholic School? Catholic School? socially responsible?

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SIGNIFICANCE
OF THE STUDY
This research is made with the aim to provide crucial information and knowledge regarding
the chosen topic from the respondents, recent studies or thesis, and related sites needed
for the expected importance to the individuals as follow:

9
IGNIFICANCE OF THE STUDY
The outcome of the study is relevant to the following:

Instructional Leaders - This study will help them to identify the factors of social media influencers as the
role model of MCS learners that affects the good quality of Online Distance Learning.
Teachers - This research will help them in avoiding the unfavorable effects of social media influencers on
their learners, which can provide them with better options for a more effective instructional approach in
this new normal method of learning.
Learners - Learners will comprehend the significance of understanding how influencers shape them. This
research respondents will have information regarding the effects of social media influencers in their life.
Parents - The results of this study will help the parents in providing appropriate social media assistance
to their children (learners), allowing them to provide a bright future for their children.
Researchers - This enables them to dig out solid proof and responses from respondents. It gradually
strengthens their research.
Future Researcher - This research will be a valuable resource for those who wish to conduct more
research on this topic. It may serves as a reference for them to acquire information, or it may serve as a
foundation for larger research.

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Scope and
Delimitation
This study is limited only to the 10th grade of MCS. Since they are not of legal age, they are not completely
aware of the things or environment they are moving to, what the consequences of doing this or that, and
they don't know whether it could help them after supporting their chosen influencer as their role model.
Other grade levels, particularly senior high school, are not included in this study since they are at legal age
and seemed to be aware of the potential consequences of their actions. The respondents were Grade 10
Junior High School Learners during their 3rd Quarter Period of the School Year 2021-2022.

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Definition of Key Terms
For clarification purposes, the key terms in this study are defined operationally:

Social Media Influencers Social Media


Consequences
- is a user on social media who is a tool that is becoming quite popular these
has established credibility in a days because of its user-friendly features. something that happens as
specific industry. An influencer Social media platforms like Facebook, a result of a particular
has access to a large audience Instagram, Twitter and more are giving people action or set of conditions.
and can persuade others a chance to connect with each other across
through social media. distances.
Benefit
Impact Effects
something that produces
have a strong effect on a change which is a result good or helpful results or
someone or something. or consequence of an effects that promotes well-
action or other cause. being.

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CHAPTER
2
Review of Related Literature and Studies

13
Foreign
Literature
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Foreign Literature

In this technological era, where practically every youngster has access to social
media, there must be an influence, beneficial or detrimental. And, given the
present surge in social media influencers and the strength of influence, this impact
is enormous. Previous generations were obsessed with celebrities and stars, but
nowadays, social media influencers have more power than traditional superstars
because they look more relevant to the public. All of this, in addition to the peer
pressure that is already existing in our culture, influences teenagers. They strive to
meet new people and form new relationships, and one of them is with social
media influencers. Although influencers have a large number of followers, they
provide compelling content and interact with their followers on a one-on-one
basis. As a result, the influencers and their followers develop a bond.(Parry 2021)
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Foreign Literature

Moreover, social media influencers are people who shape people's attitudes,
behaviors or thoughts through blogs, vlogs and tweets. They influence their
audiences by lifestyle actors, athletes, doctors, dentists, or people from other
fields who are active as influencers. They do paid work for brands to promote and
advertise their products on their account.(Freberg 2011)

In addition, researchers in the Netherlands assessed the impact of social media


influencers on children's food habits. There was a really popular trendy food
called “Korean noodles” and people produced a lot of challenging videos with it.
Individuals also discovered that when viewing vlogs, they consume unhealthy
foods and beverages. (Smit, et. al 2020)
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LOCAL
LITERATU
RE
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LOCAL LITERATURE
Many social media influencers proclaim in their videos and blogs that the coronavirus
and the pandemic are not real, while our diligent and exhausted medical front liners
continue to battle with the Covid-19 surge. These people are certainly sources of false
information and cannot even show medical shreds of evidence to back up their claims.
We should rely only on authorized medical organizations, such as the World Health
Organization and the Department of Health, and other official research studies for
concerns and issues pertaining to the coronavirus. The Philippine Medical Association
and all the medical societies under its banner condemn all malicious comments against
doctors posted online and consider such as cases of cyber libel, cyberbullying, and
usurpation of authority. Many of us have already died fighting this pandemic and
thousands of us continue to risk our lives and that of our families so that others may
live, The PMA reiterates its statement released last August 3, 2020.(Philippine Medical
Association 2021)

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LOCAL LITERATURE
In addition, Filipino consumers are increasingly relying on influencers and word-of-mouth to decide
on their purchases. This should be seen as an opportunity to leverage the available influencers to
bring about more sales through the online platform. To be able to leverage influencer marketing to
provide a form of reassurance for the consumers would bring about a positive impact on your
brand's ROI. Most Filipinos are always buying products from influencers and you can simply identify
the influencer who is right for your product if you will be using the Pyramid of Influence. There are a
lot of things that the influencer can influence its audience. (Star Gaze. (n.d.). Influencer Marketing in
the Philippines, Retrieved 2022)

There are a lot of ad blocks that the consumer and that will be difficult for brands who want to
promote their product. The key takeaway of this article is that there are a lot of social media
influencers that can persuade their audiences to buy a certain product and at the same time be
genuine. The article was mainly focused on the influencers and what are they doing to increase
sales, contribute to the community, and can influence people.(The Rise of Influencer Marketing.
Sigil Digital Marketing, Retrieved 2022)

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FOREIGN
STUDIES
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FOREIGN STUDIES
The study of Hannan 2020 on “Social media influencers and the online identity of Egyptian Youth”
explores the relationship between social media influencers and the online identity of Egyptian youth. Its
youth, who represent around 60 percent of the population, was one of the most impacted groups in the
society. It focuses on the relationship between social media influencers and the construction of the
online identity of their youth fans. It is addressed through semi-structured in-depth interviews with nine
social media influencers and eighteen of their fans.
Moreover, in the study of Jalil on "Social Media and our Youths Today: Exploring the Impact of Social Media on
Malaysian Youth". Communication in our society today is being shaped by the introduction of new media such
as the internet, 3G phones, etc. This hardware and software of information and communication technology are
continually changing and advancing in their features. It explores the possible impact of social media on the
lives of Malaysian youths. The social media where the users are the owners open up doors that were once non-
existence in the days of our forefathers. Nowadays our youths have the whole globe at the point of their
fingertips. The rise of social media, therefore, is shaping the way our youths are communicating. This paper
seeks to illustrate some possible impacts that social media may have on our younger generation today

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FOREIGN STUDIES
The study of Tille 2020 on “The Effects of Social Media Influencers’
Source Credibility on their Ascribed Opinion Leadership and
Consumers’ Purchase Intention” social media, with its networking
platforms and online communities, has grown in popularity in
recent years. As a result of this emergence, companies all over the
world became acutely aware of people's rising continuous social
media activity on platforms such as Instagram. It also investigates
the impact of customers' self-esteem on the link between
attributed opinion leadership and purchase intention.

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LOCAL
STUDIES
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LOCAL STUDIES
(Dalangin, et al., 2021).The Impact of social media influencers to purchase intention in the
Philippines. A total of 200 respondents from NCR, Metro Manila, participate in this study, with 129
female participants, 71 male participants and mostly from 18 to 24 years old. The respondents'
assessment implies that an influencer who establishes most of their honesty and is trustworthy can
change consumers' behavior and purchase intention. This shows that influencers can change their
subscribers’ behavior and purchase intention. They can convince you to buy that product because
they are your idol. You want their lifestyle too. That’s how impactful they are.

(Statista Research Department, 2020). Impact of Social Media Influencers on purchasing Philippines
2020. According to a survey on social media influencers conducted by Rakuten Insight in October
2020, around 70 percent of respondents from the Philippines stated that they have purchased an
item or product because it was endorsed by the influencer. More than half of the respondents
answered that they were convinced by the promotion from the influence.

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LOCAL STUDIES
(Snapcart, 2018).Social Media Influencers in The Philippines. Miappi’s article
revealed that 92% of consumers trust online influencers more than
advertisements and celebrities. The survey was conducted last October and was
answered by around 1,000 respondents. It was that about 66% are currently
following at least one online personality. This is higher among younger
respondents and those from C1 homes. When looking at the social media
platform, YouTube, Facebook, and Instagram are the most popular ones. As the
second most visited webpage in the world, YouTube placed the first rank with
67% of respondents choosing the channel to follow their influencer.

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Theoretical
Framework
These are some theories that were used in this research; the Social Influence
Theory, Student-Directed Theory, and The Consumer Socialization Theory.

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Theoretical Framework
The Social influence Theory is the behavioral change that an influencer can cause based
on the perception of the relationship between the audience and the influencer. We tend to
listen to people we trust and get influenced by what our peers are doing. Social influence
may take a wide variety of forms, including; obedience, conformity, persuasion, social
loafing, social facilitation, deindividuation, observer effect, bystander effect, likewise
pressure. The change in human behavior to meet the demands of a social environment
defines social influence in a nutshell. Social influence comprises three primary forms:
conformity, compliance, as well as obedience.

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Theoretical Framework
The Student-Directed Theory suggests that learners need to be primarily responsible for
their behavior. Developing these abilities is time well spent since the goal is to create
citizens who can participate actively and effectively in society. This is possible because
students do have the ability to control their behavior when given responsibilities. Therefore,
these classrooms demonstrate a high level of student involvement in decision making, self-
direction, and collaboration. Students take ownership of their space, their actions, and even
their learning. It is important to remember, however, that teachers in these rooms are not
passive or absent. They play a critical role that needs to be deeply understood and
effectively executed for success to be possible.

The Consumer Socialization Theory is the process by which young people acquire skills,
knowledge and attitudes relevant to their functioning as consumers in the marketplace. It has
been argued, however, that consumer socialization occurs in the adult years as well. It attempts to
understand how factors such as peers, mass media, family, gender, race, and culture play an
influence in developing customer behavior.

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Conceptual
Framework
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Conceptual Framework

The first frame presents the input of the study wherein the researchers
considered the profile of respondents and shows the individual but connected
aspects of Roles, Impacts, and Effects of Social Media Influencers in our
respondents that serve as our main focus of the investigation.

The second frame presents the process of the study that shows how we gather
data and distribute the forms with the use of surveys and questionnaires to the
Grade 10 learners of Malasiqui Catholic School.

The third frame presents the output of the study includes what would be the
action plan if the researchers have determined the extent as well as the
relationship of the three aspects.
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RESEARCH PARADIGM
INPUT PROCESS OUTPUT
I. The profile of the
respondents
• Gender
• Age
Survey/ Let us HELP YOU
II. Impact of Social Media Questionnaire OUT Program
Influencers Among Grade 10
Learners of Malasiqui Catholic
School
• Roles
• Impact
• Effect

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THANK YOU !
REACH OUT IF YOU HAVE ANY COMMENTS,
QUESTIONS, AND MORE

32
John Paul Montemayor
GROUP MEMBERS : Kyzelle Anne Araja
Jella Tejada
Alvin Neduasa
Cindy Diaz
Christine Mendoza
Angelika Joves
Shawne De Guzman
Richland Barboza

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