Unlocking Brand Awareness with

Strategic Influencer Collaborations

Group Members:

Lipata, Andrea Lyn

Loja, Andrea

Magpantay, Denmark

Oriño, Kazandra Charisse

 CHAPTER 1

Background of the Study

Marketing is currently undergoing significant changes due to the growing impact of social media.

Platforms like Instagram, TikTok, Facebook, and YouTube have reshaped how businesses connect

with their audiences. One of the most notable developments is the rise of social media influencers

as integral components of marketing strategies.

In today's digital world, consumer behavior is shifting, characterized by increased connectivity and

easier access to information. As more people turn to social media for product

recommendations and discovery, companies of all sizes, small or large scale, are recognizing the

value of influencer marketing as an innovative approach to reach these audiences.

Research shows that consumers are more inclined to trust endorsements from relatable and

authentic individuals rather than traditional advertisements. This realization has led brands to

collaborate with influencers who resonate with their values and target demographics. Influencers

excel at creating content that connects emotionally, fostering a sense of community and loyalty

that conventional marketing often struggles to achieve.

These influencers have built significant followings by sharing content that resonates with their

audiences, often including personal experiences with various products and brands. According to

Influnance (2024), influencer marketing involves working with social media personalities or

industry experts to craft and disseminate content that highlights a brand or product. This approach

has proven effective in engaging audiences, especially as consumers increasingly rely on social
media for information and inspiration. Influencers can effectively capture potential customers’

attention, particularly in a market where skepticism toward traditional advertising is prevalent.

With this, the researchers were inspired to do a study about this marketing trend. This study aims

to investigate how social media influencers can convert potential customers into actual sales. It

will examine the factors that contribute to their success, including their ability to engage personally

with audiences and the trust they establish with their followers. Understanding these elements may

provide businesses with valuable insights to optimize their influencer marketing strategies and

achieve sales goals. The research seeks to enhance comprehension of modern marketing techniques

and offer practical guidance for brands adapting to evolving trends. The aim is to offer insights

into how consumers engage and what the future of marketing might look like in the digital world.

Statement Of The Problem

This study aimed to determine the role of social media influencer in raising brand awareness and

creating business success. The study will investigate how strategic influences partnership can be

improved to provide measurable marketing results. Also, this research will look at how effectively

these collaborations are in promoting long-term brand loyalty and consumer retention.

The following are the specific questions that the researchers will identify.

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

a. Gender

b. Age

c. Allowance
 d. Service Preferred

i. Online Shopping Applications ii.

Mall and Stores

2. How do consumers perceive the influencer review in brand image.

a. Brand Authenticity

b. Product Quality

c. Emotional Engagement

d. Price Perception

3. How do the following factors impact the consumers’ purchasing decision.

a. Social Proof

b. Product Quality

c. Brand Reputation

d. Marketing and Advertising

4. What sort of influencer content are most effective at influencing consumers behavior.

a. Reviews

b. Tutorials

c. Unboxing
 d. Collaborative Content (Joint Campaigns)

5. Is there a significant correction between the brand and influencer collaborations and

consumers purchasing decisions?

Theoretical Framework

This study is anchored on Robert Cialdini's social proof theory. This powerful concept

in social psychology explains how people often rely on the actions and opinions of

others to guide their behavior and decision-making. This theory, also known as

informational social influence, states that we are more likely to follow the actions of

others when we are unsure about the right course of action.

The social proof theory is particularly relevant to this study because influencers

are trustworthy information sources because of their solid reputations in particular

industries and close bonds with their followers. Customers' opinions and purchase

decisions are influenced by their strong recommendations and endorsements. This

aligns with the Social Proof Theory's expertise principle, which states that people

are more inclined to believe the advice of people they believe to be informed or
experienced. In other words, people have greater faith in influencers due to their

familiarity with and rapport with their followers. People are more likely to

purchase a product or service when they promote it or endorse it because they

trust their judgment.

About this theory, the present study aimed to analyze how Social Proof Theory is an

important framework for understanding how strategic partnerships with influencers

can effectively boost a brand's awareness. By using the principles of credibility, social

validation, and audience engagement, influencer marketing can effectively harness the

power of social influence to drive consumer perception and brand success.

Conceptual Framework

This conceptual framework revolves around three variables, with indicators under

each variable to help us in our research. These variables are ethical practices,

wellbeing, and social media marketing.

The indicators under these variables will help us measure the success of the research.

This provides a structured overview of the relationship with the study on how the

variables interact with each other. The study highlighted the importance of context in

understanding these dynamics, suggesting that external influences can significantly

impact the outcomes.

Well-being

Ethical Social Media

Practices Marketing
Hypothesis

H1. There is no significant difference in the respondents’ demographic profile in terms of gender,

age, allowance, and service preferred.

H2. There is no significant difference in consumers perceive the influencer review in

brand image in terms of brand authenticity, product quality, emotional engagement, and

price perception.

H3. There is no significant difference in consumers purchasing decision in terms

of social proof, product quality, brand reputation, and marketing and advertising.

H4. There is no significant difference in influencing consumer behavior in terms of

reviews, tutorial, unboxing, and collaborative content (joint campaigns)

H5. There is no significant correction between the brand and influencer collaborations and

consumers purchasing decisions.

Scope and Limitations

This research study concentrates on leveraging the reach and credibility of social media

personalities to promote product and services, a way to connect with targeted audiences offering

authentic brands. This includes enhancing brand awareness and boosting sales through

personalized endorsements.

Limitations of the Study

This research faces several limitations, prevalence of fake followers and engagement that waste

marketing budgets. Challenge to measure ROI, and brand safety. If influencers engage in

controversial behavior, the saturation of sponsored content led to improper disclosure of sponsored

content that can result in legal issues.

Significance Of the Study

This study will assist businesses understand how influencer collaborations can effectively increase

brand awareness, business can improve their marketing efforts and manage money more efficiently

by identifying the types of influencers content and methods that resonate with consumers the most.

This study is significant since it gives an example for developing more authentic, engaging, and
effective marketing tactics in today’s digital era by showing possibilities of influencer

collaborations to increase brand awareness in the field.

Definition of Terms

Influencer - The individual who has the power to affect purchasing decisions due to a significant

online following.

Engagement Rate – This measures the level of interaction received from likes, comments, and

shares by the influencers’ audiences.

Sponsored Content – Influencers promote a brand or product by media created or post in exchange

for compensation.

Affiliate Marketing – Performance based marketing where they earn a commission for promoting,

driving sales, and engaging presence on social media platforms.

Brand Ambassador – Who has relationships with a brand represent positively and market to new

audiences, increase brand awareness and sales.

Marketing through Social Media Influencers

As highlighted in the research (Dajah, 2020), marketing through social media influencers has

gained significant popularity, driven by technological advancements and organizations' desire to

leverage the new opportunities presented by platforms like Instagram. Social media influencers
capitalize on their large followings to promote products and reach untapped market segments.

Organizations or individuals often engage these influencers to market their goods on platforms

such as YouTube and Instagram.

For an influencer to be effective, they must have a loyal following and be a trusted figure that

organizations can rely on for promotion. Influencers typically employ various marketing

techniques, including affiliate marketing, discount codes, giveaways, and the creation of valuable

content. In affiliate marketing, organizations compensate influencers for generating leads or

driving traffic to their products. This arrangement positions the influencer as a third-party affiliate,

incentivized to promote the organization's goods through commissions.

An illustrative example of affiliate marketing is the partnership between Tim Ferriss and Audible.

Ferriss, known for his TV show and status as a bestselling author, promotes Audible on his show

by encouraging listeners to visit a custom URL for a free eBook. In this instance, Ferriss acts as an

influencer receiving payment from Audible for marketing their offerings.

Organizations also provide influencers with discount codes to share with their followers,

encouraging purchases. These discounts can be a fixed dollar amount or a percentage off the

product's price, giving customers a compelling reason to buy. The codes are easily trackable and

can be integrated into videos and graphics shared across various platforms, including podcasts. By

using discount codes, influencers actively engage their audiences in seeking out products.

Furthermore, discount codes can be combined with tracking URLs to enhance click-through rates

and monitor conversions effectively. These tracking links allow influencers to connect their

discounts to specific URLs, facilitating the monitoring of both traffic and conversions through

tools like Google Analytics, regardless of the social media platform used. This method is
particularly useful in affiliate marketing, where commissions are paid based on sales generated by

the influencer.

Social media influencer marketing: A systematic review, integrative framework, and future

research agenda

Recent study of (Vrontis et al., 2021) highlights the rapid growth of social media influencers

(SMIs) and the increasing prominence of influencer marketing (IM) in corporate strategies. Despite

the growing interest from both researchers and practitioners, existing studies in this field tend to

be inconsistent and fragmented. Recognizing the significant role of SMIs in influencing consumer

decision-making, a comprehensive overview of the current state of research is essential.

In response to this need, the paper presents the first systematic review of influencer marketing

literature within social media contexts. It analyzes 68 articles from 29 Chartered Association of

Business Schools-ranked journals, aiming to identify key themes and core concepts related to IM.

The findings provide insights into the mechanisms that contribute to the effectiveness of SMIs and

their ability to shape consumer attitudes and behaviors.

The research culminates in the development of an integrative multidimensional framework that

outlines the antecedents, mediators, and moderators of the outcomes related to influencer

marketing, while also considering contextual factors that influence consumer behavior.

Additionally, the study identifies various research gaps and proposes future research directions that

highlight emerging themes and unexplored areas concerning theory, context, and methodology.
The implications of these findings for both academic theory and practical application are also

discussed, offering valuable insights for future studies in this evolving field.

Instafamous and social media influencer marketing

(Jin et al., 2019) examine the effects of two types of celebrities—Instagram celebrities and

traditional celebrities—on various consumer perceptions, including source trustworthiness, brand

attitude, envy, and social presence. The theoretical model proposed by the researchers posits that

celebrity type serves as the independent variable, social presence acts as a mediator, and self-

discrepancy functions as a moderator.

To test this model, a randomized two-group comparison experiment was conducted with 104

participants. The findings indicate that consumers exposed to brand posts by Instagram celebrities

perceive them as more trustworthy and exhibit a more positive attitude toward the endorsed brand.

Additionally, these consumers report a stronger sense of social presence and higher feelings of

envy compared to those exposed to traditional celebrity endorsements. Structural equation

modeling confirmed that social presence mediates the effects of celebrity type on trustworthiness,

brand attitude, and envy. Furthermore, multiple regression analyses identified the moderating

effects of appearance-related actual–ideal self-discrepancy.

The study also provides practical implications for social media marketing and influencer-based

branding strategies, highlighting the effectiveness of influencer marketing as a powerful branding

tool. In terms of originality, the research contributes to the marketing literature on celebrity

endorsements by offering new insights into consumer perceptions influenced by

different types of celebrities.

Impacts of influencer attributes on purchase intentions in social media influencer

marketing: Mediating roles of characterizations

This study of (Masuda et al., 2022) investigates the dynamics of social media influencer marketing,

specifically focusing on the formation of parasocial relationships (PSR) between influencers and

their followers. While PSR has been extensively studied, it has rarely been compared to other key

relationship marketing constructs. Our research develops a model grounded in persuasion theory

to assess the relative importance of PSR. We examine three personal attributes—attitude

homophily, physical attractiveness, and social attractiveness— alongside three key

characterizations: trustworthiness, perceived expertise, and PSR, all as precursors to purchase

intention. Data were gathered through a survey targeting individuals who made purchases after

viewing influencer advertisements on YouTube.

The findings reveal that PSR significantly enhances purchase intentions compared to other factors

and is strongly associated with the identified personal attributes. Additionally, the type of

influencer perceived by consumers plays a crucial role in PSR formation. These insights suggest

that marketing strategies for social media influencers should be tailored based on personal

attributes, characterizations, and influencer types. This paper highlights the theoretical and

practical implications of our findings for the field.

Porinah (2020) cited the importance of marketing activities and how marketing carried and

maintain the company continuity. The new strategy of influencer marketing is the process of
identifying, attracting, and supporting individuals who create conversation with customers about

emerging trends used in public relations. They found how effective this strategy is for both

companies and small to medium enterprises and this strategy utilizes social media as a means of

promotions and since the influencers have a large follower, they can easily attract the interest and

attentions of potential consumers. This study concludes that the influencers have a big role in

making purchasing decisions so that sales targets will be achieved.

This study is about social media marketing efforts towards perception of consumers, Almagro R.

(2024) He discussed the brand perception is a cornerstone of consumers behavior as in shapes how

individuals perceive, connect with, and interact with brands. This study found that the high

perception levels of both social media marketing efforts and brand consumers. These findings

underscore the importance of effectively leveraging social media platforms to enhance brand

image.

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of

Branded Content on Social Media

Recent years have seen a dramatic increase in spending on influencer marketing. (Lou & Yuan,

2019) conducts preliminary research to explore how influencer marketing impacts consumers

through social media. It introduces an integrated framework called the social media influencer

value model, which incorporates advertising value and source credibility. Through an online survey

of social media users who follow at least one influencer, the study employs partial least squares

(PLS) path modeling to reveal that the informative value of influencer-generated content, along

with factors like trustworthiness, attractiveness, and similarity to followers, positively influences

trust in influencers’ branded posts. This trust subsequently affects brand awareness and purchase
intentions. The study concludes with a discussion on the theoretical and practical implications of

its findings.

This study is about social media marketing efforts towards perception of consumers, Almagro R.

(2024) He discussed the brand perception is a cornerstone of consumers behavior as in shapes how

individuals perceive, connect with, and interact with brands. This study found that the high

perception levels of both social media marketing efforts and brand consumers. These findings

underscore the importance of effectively leveraging social media platforms to enhance brand image

and faster customers engagement in contemporary marketplace. This study is about social media

marketing efforts towards perception of consumers, Almagro R. (2024) He discussed the brand

perception is a cornerstone of consumers behavior as in shapes how individuals perceive, connect

with, and interact with brands. This study found that the high perception levels of both social media

marketing efforts and brand consumers. These findings underscore the importance of effectively

leveraging social media platforms to enhance brand image and faster customers engagement in

contemporary marketplace.

Psychological Ownership in Social Media Influencer Marketing

According to the study by (Pick, 2020), social media, particularly influencer marketing, plays a

vital role in consumer decision-making. While recent research has begun to investigate how

influencers affect consumer behavior, studies specifically examining the evaluative impact of

influencers remain limited.

To explore this further, the study conducted an online investigation focusing on three main areas:

first, it assesses the effect of consumers’ perceived influencer credibility (IC) on purchase intention,

attitudes toward advertising, and product perception, utilizing the source credibility model.

Second, it examines the influence of psychological ownership (PO), a concept from organizational

behavior, on consumer behavior, demonstrating its significant positive effects on attitudes toward

products and purchase intentions, consistent with previous research. Third, the study explores the

perceived connection and relationship between influencers and consumers to gain a deeper

understanding of these dynamics.

The findings indicate that perceived IC serves as a crucial factor in determining purchase intention,

attitudes toward advertising, and product perception. It also enhances the perceived connection

with the influencer and fosters a sense of psychological ownership for the product, thereby

positively influencing consumer behavior.

By integrating theories of source credibility with the concept of psychological ownership, the study

develops a framework that assesses the importance of IC and its impact on consumer perceptions

of products endorsed by influencers, contributing to a more comprehensive understanding of

interactions within the influencer marketing context.

The use of TikTok, social media is widely increasingly popular with young people, has made

marketers interested in advertising to market beauty products. Advertising on TikTok is partially

strong, can easily draw attention from the consumers and content like creative video, discount,

giving gifts, and offering low price has a significant effect on consumers purchasing decision and

advertising on TikTok turns out that the most powerful strategy to variable influencing consumers

purchasing decision in the beauty products, (Metta Darmatama and Rezi Erdiannsyan, 2021).
Trust Me, Trust Me Not: A Nuanced View of Influencer Marketing on Social Media

Social media influencers are increasingly utilized as a marketing strategy due to their ability to

establish trust with followers. Based on social exchange theory and its principle of reciprocity, this

study of (Lou & Yuan, 2019) examines whether certain source characteristics of influencers—such

as expertise, authenticity, physical attractiveness, and homophily—can serve as relational

resources in building follower trust. It also investigates whether this trust translates into follower

loyalty and positive marketing outcomes, including product attitude and purchase

intention.

The results indicate that trust mediates the effects of expertise, authenticity, and homophily on both

loyalty and marketing outcomes. However, physical attractiveness was not found to significantly

contribute to the development of relational trust. Additionally, the study confirmed the moderating

role of relationship strength in the links between authenticity and trust, as well as trust and loyalty.

These findings offer valuable insights for the strategic application of influencer marketing and

enhance the understanding of the persuasive mechanisms at play in influencer follower

relationships.

(Dr. Harishchandra R., Dr. Indra M., & Prof. Jignesh, 2022) conduct a study about influencer

marketing, a new marketing communication trend, they stated that consumer a becoming more

digital in terms of both awareness and usage. There are numerous brands in a specific product

category entering the market via various platforms. As a result, brands are increasingly turning to

influencer marketing, this creates a level of trust between the influencer and the viewers that it is

nearly impossible for a brand to achieve with the customers own its own. The spread of social

media over the last five years has altered buying and selling techniques according to the home of
the study, various product categories, such as fashion, mobile, mobile accessories, movies, and

restaurant, to name a few, have an impact on people through influencer marketing.

This study is about social media marketing efforts towards perception of consumers, Almagro R.

(2024) He discussed the brand perception is a cornerstone of consumers behavior as in shapes

how individuals perceive, connect with, and interact with brands. This study found that the high

perception levels of both social media marketing efforts and brand consumers. These findings

underscore the importance of effectively leveraging social media platforms to enhance brand

image and faster customers engagement in contemporary marketplace.

Influencer Marketing: Social Media Influencers as Human Brands Attaching to Followers

and Yielding Positive Marketing Results by Fulfilling Needs

While existing literature primarily examines the influence mechanisms of social media influencers

(SMIs) on their followers, there is less understanding of the attachment mechanisms at play. Given

that social media platforms were originally designed to foster personal connections rather than

promote products or brands, we propose that followers' emotional attachment to SMIs significantly

influences their willingness to accept endorsements from these influencers.

(Ki et al., 2020) aims to highlight the relationship between SMIs and their followers by exploring

how attachment develops and the factors that contribute to it. In Study 1, we conducted an inductive

analysis to identify key causal factors—both related to the persona of the SMI and the content they

share—that foster attachment among followers. Building on these findings, Study 2 integrated

human brand theory to provide empirical evidence from a survey of 325 U.S. consumers. This
analysis revealed how SMI personas—characteristics like inspiration, enjoyability, and

similarity—and their content curation skills (such as informativeness) lead followers to perceive

SMIs as human brands that meet their needs for ideality, relatedness, and competence. This

perception fosters a strong emotional attachment to the SMIs, which subsequently enhances the

effectiveness of their endorsements, positively influencing followers’ intentions to purchase the

recommended products or brands.

(Dr. Harishchandra R., Dr. Indra M., & Prof. Jignesh, 2022) conduct a study about influencer

marketing, a new marketing communication trend, they stated that consumer a becoming more

digital in terms of both awareness and usage. There are numerous brands in a specific product

category entering the market via various platforms. As a result, brands are increasingly turning to

influencer marketing, this creates a level of trust between the influencer and the viewers that it is

nearly impossible for a brand to achieve with the customers own its own. The spread of social

media over the last five years has altered buying and selling techniques according to the home of

the study, various product categories, such as fashion, mobile, mobile accessories, movies, and

restaurant, to name a few, have an impact on people through influencer marketing.

Social Media Influencer Marketing and Children’s Food Intake: A Randomized Trial

According to the study (Coates, MPhil et al., 2019), the impact of social media influencer

marketing on children's food intake, particularly regarding healthy and unhealthy foods, was

examined. Using a between-subjects design, 176 children aged 9 to 11 years were randomly

assigned to view mock Instagram profiles of two popular YouTube influencers. These profiles

featured images of the influencers with unhealthy snacks, healthy snacks, or nonfood products.
After viewing the profiles, the researchers measured the children's desired intake of both healthy

and unhealthy snacks.

The results indicated that children exposed to influencers with unhealthy snacks significantly

increased their overall intake to 448.3 kilocalories, with a notable rise in unhealthy snack

consumption at 388.8 kilocalories. In contrast, children who viewed influencers with nonfood

products had lower intake levels. Interestingly, exposure to influencers with healthy snacks did not

lead to any significant changes in food intake.

The study concludes that the promotion of unhealthy foods by popular social media influencers

has a measurable impact on children's food consumption, leading to increased immediate intake.

Conversely, marketing healthy foods through influencers did not yield the desired effect. The

findings suggest that promoting healthy foods on social media may not be an effective strategy to

foster healthier dietary behaviors among children. Further research is necessary to better

understand the implications of digital food marketing and to guide appropriate policy actions.

Identifying Influencers on Social Media

The growing availability of social media big data presents a unique challenge for marketing

decision-makers: transforming this data into actionable insights. One significant opportunity

within digital marketing is influencer marketing; however, consistently identifying influencers

from large data sets remains a challenge. This research (Harrigan et al., 2021) demonstrates how

one specific type of influencer, known as the market maven, can be identified using big data.
By employing a mixed-method approach that combined self-reported survey data with publicly

accessible big data, the study analyzed 556,150 tweets from 370 active Twitter users. A range of

social media-based metrics was proposed and tested to identify market mavens. The findings reveal

that market mavens, compared to non-mavens, have more followers, post more frequently, produce

less readable content, use more uppercase letters, employ fewer distinct words, and utilize hashtags

more often.

These metrics, which are readily available from public Twitter accounts, could be integrated into a

large-scale decision support system for marketing and information systems managers. The results

of this study hold the potential to enhance the effectiveness and efficiency of influencer

identification, ultimately improving influencer marketing strategies.

TikTok as a Platform for Marketing Campaigns: The effect of Brand Awareness and Brand

Recall on the Purchase Intentions of Millennials

According to (Gesmundo et al., 2022), modern individuals build social networks to connect with

one another, creating a digital landscape that facilitates interactions with convenience and

efficiency. TikTok, a social media platform, features a wide variety of videos, allowing users to

upload and view content at their discretion. This unique aspect prompted an exploration of

marketing campaigns developed on TikTok. With numerous brands turning to TikTok to reach

consumers, the study aims to assess the impact of brand awareness and brand recall on the

purchase intentions of millennials.

The research utilizes the Attention, Interest, Desire, and Action (AIDA) Model and Selective

Exposure Theory (SET) as foundational frameworks. Employing descriptive causal analysis, the

study surveyed millennials aged 25 to 40 residing in the National Capital Region (NCR) of the

Philippines. Data was collected via Google Forms and analyzed using frequency and percentage

distribution, mean and standard deviation, as well as PLS-SEM. The findings indicate that

marketing campaigns significantly enhance brand awareness among millennials more than they

improve brand recall, and that these campaigns effectively stimulate purchase intentions. This

study serves as a valuable resource for business owners, marketing students and professionals, and

academic institutions seeking to understand TikTok's marketing potential.

Adelia Sinta Pramono and Mahir Pradana (2022) discussed about the influence of TikTok

marketing on brand awareness and purchase interest they are stated that social media creates a

positive effect and can fester brand awareness in the minds of consumers, thereby generating

purchase interest in consumers. The results of their study cited social media marketing variables

have a significant influence on brand awareness. This shows that the more social media marketing

TikTok users will follow by an increase in brand awareness of sociolla consumer or potential

consumers.

This study is about social media marketing efforts towards perception of consumers, Almagro R.

(2024) He discussed the brand perception is a cornerstone of consumers behavior as in shapes how

individuals perceive, connect with, and interact with brands. This study found that the high

perception levels of both social media marketing efforts and brand consumers. These findings

underscore the importance of effectively leveraging social media platforms to enhance brand image

and faster customers engagement in contemporary marketplace. demographic. The study concludes

that content quality, audience engagement, and product relevance are important considerations for
TikTok affiliates aiming to drive purchase decisions. The powerful influence of influencer

credibility underscores the need for TikTok affiliates to prioritize building trust and authenticity

with their audience.

The impact of social media influencers purchase intention in the Philippines

The study (Dalangin et al., 2021) aims to assess consumers' perceptions of the advertising

effectiveness of social media influencers in relation to their purchase intentions. The researcher

posits that tailored strategies and skills are essential for influencers to effectively attract consumer

interest on social media. The study utilizes the "social media influencer questionnaire" developed

by Xin Jean Lim, which is specifically designed to evaluate the impact of social media influencers

on consumers' purchase intentions. A total of 200 respondents from the National Capital Region

(NCR), Metro Manila participated, including 129 females and 71 males, primarily aged 18 to 24.

The findings indicate that influencers who demonstrate honesty and trustworthiness can

significantly influence consumer behavior and purchase intentions.

Additionally, attractiveness and product-related relationships are also deemed important.

Respondents showed a generally positive and receptive attitude toward the advertising

effectiveness of influencers in relation to purchase intentions.

Furthermore, a significant relationship was found between advertising effectiveness and

consumers' purchase intentions. Notably, female respondents exhibited a higher perception of

social media influencers compared to their male counterparts, likely due to higher internet usage

among women.

This study they explain the relationship of Facebook messenger marketing to the purchasing

intention of the consumer in the Philippines (Casimiro, A. V., Chua, C., Pasquin, D. E., &
Grimaldo, J. R. 2022), as the social media capital of the world, has the highest social media usage

rate, the use of social media platform including Facebook messenger for marketing product and

service offering from MSMEs has also has increased. It was found that web and services quality

factors affect the purchase intention of the respondents positively to a certain degree. This study

has shown that most people prefer to use Facebook messenger when it comes to purchasing things

online, purchase intentions were found among different factors of marketing message through

Facebook messenger.

Singco, M. Y. A., Lopez, I. D. A., & Cabauatan, R. R. (2023). They discussed the effects of

influencer marketing on purchase intention and brand attitude of consumers in the Philippines, this

study examines the influencer of credibility aspects, mainly social media influencer. The study

revealed that expertise emerged as the most influential factor in predicting purchase intention,

while attractiveness and trust demonstrated positive but revealed that attractiveness had minimal

effect on consumer behaviors, suggesting a shift in consumer preferences towards more substantive

in influencer.

Araujo, C. J., Perater, K. A., Quicho, A. M., & Etrata, A. (2022). Influencer of TikTok video

advertisements on gen z’s behavior and purchase intention, TikTok is a widely popular social media

platform, has become incorporated into several marketing strategies become of its fast-growing

market and engagement reach with generation z dominating the platform, content creation for short

term videos manly aims to get their attention and awareness, TikTok only have limited have per

video so influencer make this as advantages to create only short video because easy to get the

attention and interest of the audience. This study discovered that TikTok has a part in this

generation z’s consumers’ behavior and has a significant impact on their purchase intention.
This study is about social media marketing efforts towards perception of consumers, Almagro R.

(2024) He discussed the brand perception is a cornerstone of consumers behavior as in shapes how

individuals perceive, connect with, and interact with brands. This study found that the high

perception levels of both social media marketing efforts and brand consumers. These findings

underscore the importance of effectively leveraging social media platforms to enhance brand image

and faster customers engagement in contemporary marketplace. This study is about social media

marketing efforts towards perception of consumers, Almagro R. (2024) He discussed the brand

perception is a cornerstone of consumers behavior as in shapes how individuals perceive, connect

with, and interact with brands. This study found that the high perception levels of both social media

marketing efforts and brand consumers. These findings underscore the importance of effectively

leveraging social media platforms to enhance brand image and faster customers engagement in

contemporary marketplace.

Digital Propaganda: The Power of Influencers

According to (Woolley, 2022), attempts to manipulate public opinion through social media and

emerging information communication technologies (ICTs) are increasingly widespread on a global

scale. Governments, corporations, extremist groups, and various other entities frequently employ

automated bots and anonymous "sockpuppet" accounts to amplify or suppress specific streams of

information during elections, security crises, and other critical events. These tools are also utilized

to disseminate disinformation and conduct organized political trolling campaigns. However, the

technologies and tactics involved in these internet-based "influence operations" are evolving. This

essay draws on insights from over 70 interviews with individuals involved in producing and
tracking online manipulation campaigns. It examines emerging trends in digital disinformation and

computational propaganda across 12 countries—Burma, Brazil, Egypt,

Eritrea, Ethiopia, India, Indonesia, Mexico, the Philippines, Turkey, Ukraine, and the United

States—using qualitative data. Essentially, manipulation efforts online are shifting from relatively

simple "inorganic" campaigns driven by social media bots to more sophisticated "semiorganic"

strategies that integrate both coordinated human users and artificial intelligence software.

Additional trends include the growing coercive political use of social media influencers and the

rise of encrypted and private messaging applications.

The future of influencer marketing, (Evolution of consumer behavior in the digital world) Yoesoep

(2024) in his study discussed the evolving digital era, understanding how influence and information

spread across various platform has become increasingly crucial, In the modern era, the ability to

influence and reach audience through online platform has become one of the most valuable skills.

Advances in technology and social media have transformed how we communicate, share

information, and build relationships. Digital influence theory (DIT) explained how individuals or

entities can influence others’ behaviors and decisions thought digital technology networking

influence theory (NIT) explores how influence spreaders spread through the structure of social

networks.

This study is about social media marketing efforts towards perception of consumers, Almagro R.

(2024) He discussed the brand perception is a cornerstone of consumers behavior as in shapes how

individuals perceive, connect with, and interact with brands. This study found that the high

perception levels of both social media marketing efforts and brand consumers. These findings

underscore the importance of effectively leveraging social media platforms to enhance brand image

and faster customers engagement in contemporary marketplace.

Social Media Influence: Performative Authenticity and the Relational Work of Audience

Commodification in the Philippines

The study by (Shtern et al., 2019) concludes that social media influencers significantly affect

consumers' purchase intentions. Consumers tend to assess an influencer’s effectiveness based on

their honesty regarding a product's offerings, trustworthiness in presenting facts, and attractiveness

in establishing a sense of similarity with their audience. Additionally, age and gender are important

factors, as many consumers from these demographics follow and support credible influencers. The

connection between an influencer and a product also plays a crucial role; when a well-known

influencer promotes a product, it can enhance consumers' likelihood of purchasing it. This suggests

that the message conveyed by the influencer about the product is perceived as effective, influencing

consumer decisions.

Based on the findings established during the study, the researchers have drawn the following

conclusions: first, many participants agree that social media is not only for entertainment and

socializing but also serves as an effective marketing tool, proving to be just as effective as

traditional marketing despite being a growing concept. Second, the analysis of online customers’

shopping values shows that many respondents agree they are satisfied, highlighting the impact of

these values on consumer satisfaction and loyalty. Third, the influence of social media as a

marketing platform for food-related products was found to have no significant effects on consumer

purchase decisions.

Notable implications drawn from the study include: (1) social media can reduce marketing costs

while reaching a broader audience, (2) social advertisements should be informative and concise,

and (3) online food firms should enhance their activity on social media.
The research highlights that an influencer’s inherent honesty, trustworthiness, and relatability are

key factors impacting consumers' purchasing choices. Conversely, influencers with low credibility,

unattractiveness, or a lack of connection to the product are likely to be ignored or even criticized

online. Beyond an influencer’s personal attributes, audience feedback in the comment section

serves as a gauge of credibility, as viewers express their opinions about the influencer and the

product.

To be effective, influencers should focus on maintaining honesty and trustworthiness, as these

qualities are critical to consumer perception. They should also seek innovative methods to promote

products and create engaging content that captures consumer interest, as trends evolve quickly.

Listening to consumer feedback is essential for growth, so influencers should regularly review

comments to identify areas for improvement. Maintaining composure in the face of negative

feedback is important, especially for newer influencers, and remaining polite is crucial.

Furthermore, influencers should aim to inspire their audiences, not just promote products, or

entertain. Using precise language in product promotion is vital, as it directly affects viewer

perceptions of effectiveness. Avoiding "clickbait" tactics on platforms like YouTube can help

maintain trust with the audience. Influencers should approach their work with passion and

dedication.

Social Media Influencers: Who They Are and How They Influence

(Karamustafic et al., 2020) contributes to the understanding of persuasion and social media

communication by presenting the findings from a content analysis of 10 prominent social media

influencers, addressing a previously overlooked area in the field. The research, which involved

coding 121 videos from female beauty and lifestyle influencers, reveals key insights into the
specific communicator attributes these influencers prioritize. They utilize various strategies to

engage their followers, such as relating to everyday behaviors, using casual language, expressing

emotions, and showcasing vulnerabilities in socially adept ways while promoting products.

Notably, when discussing the coronavirus, influencers tended to relate it to their personal

experiences rather than addressing broader implications like public health or racial disparities. The

numerous comments from followers reflected their admiration for the influencers and the

parasocial relationships that had developed. The appendix of the paper provides qualitative insights

into what makes these influencers appealing.

Influencer marketing has rapidly expanded in recent years and has become a significant force in

modern persuasion. Businesses reportedly earn more than $5 in profits for every dollar spent on

influencer marketing, with 63 percent of marketers planning to increase their influencer budgets in

the coming year. This growth is attributed to the popularity of influencers among teenagers and

young adults, their primary audience, and their reliance on established persuasion principles.

Influencers generate varying income levels, with nano-influencers earning around $315 per video

with just 1,000 followers, while more prominent influencers can earn up to $800 per video.

Notably, some can make between $30,000 and $100,000 annually. Influencer marketing is seen as

a promotional strategy that employs relatable young adults to effectively connect with their

audience and promote products, services, and brands. Unlike traditional celebrity endorsements,

most influencers do not begin as celebrities, although some achieve that status over time.

While research has explored audience perceptions of influencers, it has not thoroughly examined

the specific persuasive attributes and strategies influencers employ. This study offers an in-depth

analysis of the quality’s influencers showcase in their persuasion efforts, thus enriching the
existing literature.

However, a notable downside is that influencers often have significant platforms to address

important societal issues but tend to focus on self-centered and commercial topics instead. While

this may resonate with their followers, it raises questions about their potential to address critical

social matters. Nevertheless, there are ample opportunities for influencers to promote public

spirited activities, such as advocating for health measures like masking and social distancing. By

doing so, influencers could transition from mere figures of consumption to influential advocates

for social consideration.

The impact of social media influencers on health outcomes: Systematic review

(Powell & Pring, 2024) says that a rapidly growing area of public health interest is the potential

influence of social media influencers in disseminating health information and shaping health

behaviors. (Powell & Pring, 2024) aimed to systematically synthesize evidence regarding the

impact of social media influencers on health outcomes. A systematic search of six databases—

Medline, Embase, PsycINFO, CINAHL, Science Citation Index, and Sociology Collection—was

conducted in October 2021, with an updated search in January 2023. Two reviewers independently

screened titles and abstracts. The inclusion criteria focused on interventional study designs that

examined the effect of social media influencers as the primary or sole exposure on quantified health

outcomes. A narrative synthesis was employed to summarize the characteristics and key findings

of studies across four main topic areas. Quality was assessed using a critical appraisal checklist for

quasi-experimental studies.
Twelve studies were identified that met the inclusion criteria, covering four areas: children’s dietary

behavior (n = 5), body image dissatisfaction (n = 4), influenza and COVID-19 (n = 2), and social

comparison and anxiety (n = 1). Influencer marketing of unhealthy foods was found to significantly

increase children’s immediate energy intake, while no effect was observed for influencer

promotion of vegetables. Interestingly, when unhealthy foods were marketed by influencers

perceived as having unhealthy appearances, there was an increased preference for healthier snacks.

Exposure to idealized influencer body images had significant negative effects on body image and

mood. Additionally, anxiety stemming from viewing idealized portrayals of motherhood was

consistent, regardless of whether the portrayal was by an influencer. Public health campaigns

utilizing influencers to promote hygiene habits related to COVID-19 and influenza showed some

positive changes in health behaviors.

Most of the published studies were found to have poor methodological quality, limited

generalizability, and statistical weaknesses. The conclusion drawn is that social media influencers

can have both negative and positive impacts on health outcomes, with negative effects particularly

noted in studies related to body image dissatisfaction. Further research is essential to leverage the

potential positive health impacts of social media influencers while addressing their harmful effects.

The dangers of the rabbit hole: Reflections on social media as a portal into a distorted world

of edited bodies and eating disorder risk and the role of algorithms

According to (Harriger et al., 2022), the relationship between social media usage and body image

is well-documented. However, the use of algorithms by social media companies may exacerbate

this connection, as these algorithms deliver personalized content that tends to be more extreme,

less monitored, and designed to keep users engaged for extended periods. The article discusses
recent media coverage on algorithms, insights from former social media employees about their

problematic use, and the acknowledgment by social media companies of the harm their algorithms

can cause, particularly for young and vulnerable users. The researchers provide recommendations

for influencers, educators, clinicians, parents, and users, ultimately emphasizing that social media

corporations have a responsibility to safeguard and enhance user well-being.

Like how Alice in "Alice in Wonderland" navigated a distorted reality, contemporary adolescents

and young adults often find themselves drawn into social media platforms that expose them to

emotionally extreme content and edited body images, which may lead to mental health issues such

as appearance-related concerns, eating disorders, and body dysmorphia. The content on social

media is frequently altered by software programs that create unrealistic beauty standards, making

it challenging for users to discern what has been edited. Many users express surprise at the extent

to which physiques can be modified in videos.

While social media allows users to actively choose the content they engage with, such as selecting

which accounts to follow, they are often unwittingly influenced by algorithms that bias the content

presented to them. This means that even users who attempt to avoid certain types of content or

follow more positive accounts may not be fully protected from negative influences.

Given the widespread use of social media and its documented adverse effects on body image, along

with the awareness among global social media companies of these impacts, the researchers urge

those in positions of power to reconsider how algorithms are implemented and to take action to

minimize associated risks. In November 2021, the Academy for Eating Disorders published

findings emphasizing these concerns.

In conclusion, social media use is associated with increased body dissatisfaction, and the

implementation of algorithms serves to worsen this relationship by delivering personalized content

that is often extreme and less monitored. While the researchers offer recommendations for various

stakeholders, they also stress the importance of accountability among social media corporations in

addressing these issues.

A Study on Impact of False Advertising on the Consumer Buying Behaviour

According to the research, advertisements are prevalent across nearly all platforms accessible to

consumers. However, the abundance of misleading and false advertisements has significantly

impacted consumer behavior. When faced with false advertising, consumers become more

cautious. Many have encountered deceptive claims related to products and services, leading them

to reconsider their loyalty to brands if they discover dishonesty in advertising. This highlights why

companies with truthful advertisements tend to capture a significant market share.

(Sripathi, 2020) suggests that misleading and false advertising alters consumer behavior by

fostering a general distrust of all advertising, including legitimate ones. As a result, consumers

often engage in a lengthy purchasing process where they feel compelled to verify information

before making decisions about buying products or services. The researchers advocate for robust

national and international regulations to limit consumer exposure to misleading advertisements.

While enforcing such regulations on online platforms can be challenging, it is feasible.

The principle of "buyer beware" appears to have shifted to "seller beware," but this change has its

limits. Buyers cannot relinquish their responsibility to remain vigilant. With a multitude of media
available for advertising and various sources of information at their disposal, consumers must stay

informed. A deeper understanding of the buying decision process is essential, and this knowledge

should be communicated effectively to consumers. The study emphasizes the necessity of buyer

vigilance in the purchasing of products and services. Ultimately, while regulatory authorities may

address issues with problematic advertisers post-advertising and post purchase, it is the

responsibility of buyers to exhibit vigilance prior to making a purchase.

More Than Meets the Eye: The Functional Components Underlying Influencer Marketing

According to the study (Campbell & Farrell, 2020), influencer marketing involves compensating

individuals to promote products or services on social media platforms. This practice is gaining

momentum, with many marketers intending to either adopt or expand their use of influencers in

their strategies. Despite its rapid growth, there is a lack of targeted strategic and academic insights

regarding influencers. The article traces the origins of influencer marketing and explores the

various types of influencers that have emerged. It identifies three key components of influencers:

the audience, the endorser, and the social media manager. Each component presents unique value

propositions for marketers, which are discussed alongside relevant academic research to provide

strategic guidance.

The authors emphasize that the interaction among these components positions influencers as a

powerful yet underutilized marketing tool. With the increasing recognition of the need for the

advertising industry to adapt to interactive content and evolving media, influencer marketing is

expected to continue gaining prominence. As noted by Sheehan and Morrison (2009), there is a

growing consensus on the necessity to embrace this new reality in marketing. Even among skeptics,
the surge in influencer market participants and their proven effectiveness highlight the potential of

this marketing strategy.

How does green advertising skepticism on social media affect consumer intention to

purchase green products?

Based on the research of (Luo et al., 2020), grounded in the stimulus–organism–response model,

this study investigates how skepticism toward green advertising on social media influences

consumers' intentions to make green purchases. It also explores boundary factors that may

moderate this indirect relationship. Utilizing structural equation modeling on data collected from

an online survey conducted on Sina Weibo, the study finds that skepticism about green

advertising negatively affects green purchase intention, mediated by perceived information utility.

Furthermore, interdependent self-construal positively moderates this indirect relationship, whereas

independent self-construal has a negative moderating effect. These findings underscore the

necessity for truthful and consumer-focused green advertising in effective green product

marketing.

Characteristics of the digital marketing advantages and disadvantages

According to the research (Veleva & Tsvetanova, 2019), digital marketing plays a crucial role in

the process of digital business transformation. It encompasses innovative marketing techniques

rooted in information and communication technologies, making its practical application essential
for successful business development in today’s market. The focus of this paper is on digital

marketing, examining both its advantages and disadvantages.

One of the primaries aims of the study is to categorize the various terms associated with digital

marketing found in specialized literature and online sources, highlighting the distinctions among

them. Additionally, the research presents the key characteristics of the main advantages and

disadvantages of digital marketing. By understanding these aspects in detail, companies can

formulate effective digital marketing strategies that align with their objectives and business profile.

This understanding will enable them to identify which tools from the broader digital marketing

spectrum are most suitable for their marketing efforts.

Understanding followers’ stickiness to digital influencers: The effect of psychological

responses

According to (Hu et al., 2020), the ability of digital influencers to convert their followers into

paying customers is significantly influenced by the concept of "stickiness," a topic that has not

been thoroughly explored in the existing literature. The study develops a theoretical model of

followers’ stickiness from a psychological perspective, examining two key forms of followers’

psychological responses to digital influencers: wishful identification and parasocial relationships.

Additionally, the researchers categorize and investigate the moderating effects of different revenue

models used by digital influencers, which serve as important contextual factors influencing

followers’ stickiness. A survey conducted on Weibo, the Chinese equivalent of Twitter, involved a

sample of 319 followers of various digital influencers employing different revenue models. The
findings reveal that both wishful identification and parasocial relationships significantly impact

followers’ stickiness, though the effects vary across different influencer revenue models.

This research enhances the understanding of the dynamics behind followers’ stickiness toward

digital influencers and offers practical guidance for influencers and social commerce/media

platform providers. With the growing importance of word-of-mouth marketing and social proof,

influencer marketing emerges as an effective strategy for connecting with audiences, boosting

brand awareness, and increasing conversions. Consumers are increasingly relying on influencer

recommendations in their purchasing decisions. However, studies on influencers are still in the

early stages of exploration. This study aims to deepen the knowledge of how followers’ stickiness

to digital influencers is formed, proposing three distinct identity characteristics of digital

influencers as triggers for the followers’ psychological responses. Ultimately, these responses are

expected to enhance the stickiness of followers toward digital influencers.

How vlogging promotes a destination image: A narrative analysis of popular travel vlogs

about the Philippines

(Peralta, n.d.) critically explores the potential of video blogs, or vlogs, shared on Facebook for

shaping destination images. It specifically focuses on travel vlogs about the Philippines produced

by well-known non-Filipino vloggers such as Lost LeBlanc, Becoming Filipino, Nas Daily, and

Drew Binsky. Data were collected through qualitative content and narrative analysis of user

generated videos posted on these vloggers' Facebook accounts. Both content and visual analyses,

along with viewer responses, support the argument that travel vloggers significantly contribute to

the creation of an online destination image. The narratives and visuals in these vlogs effectively

construct destination images that are essential for place marketing. As representations of
destination experiences, travel vlogs can be utilized by both public and private tourism agencies in

their promotional and marketing strategies.

The study shows the tremendous increase and impact of influencer marketing in the country caused

an increase of social media usage as well as influencers effectiveness in reaching and converting

specific audience targeted. research combines quantitative and qualitative data analysis and

insights perspective gathered from interviews conducted. Data is drawn from various social media

platforms, such as Instagram, YouTube, Facebook, and TikTok that analyze engagement, what age

ranges follow, and content performance. Findings presented key trends and tactics of the influencer

market in the Philippines. The strongest platform of influencer marketing are Instagram and

YouTube, while TikTok is catching up fast with great short-term content. This includes beauty,

fashion, and lifestyle, corresponding to most audience preferences. Authentic and genuine

engagement emphasized as crucial for successful campaigns, perceived as trustworthy, relatable

and a more significant impact to consumer behavior. The study shows that the influencers

challenges face includes measuring ROI, advertising laws, and keeping authentic influencer

partnership. Influencer marketing is a powerful tool in the Philippines because of its direct and

engaging way to consumers. This shows the authenticity of the items that we want to purchase,

and we should be able to identify influencers that is true to their work. Study findings offer

guidance for decision-makers to draw the dynamic and continuously shifting Filipino market

through influencers. AnyMind Group. (2021)