The Effect of TikTok Influencers Marketing on CMC

Students’ Purchasing Decisions

A Research Paper Presented to our Teacher in Ge.Com of

Carmen Municipal (College Department)

Proponents:

Macabudbud, Jerome

Submitted to:

Jello Painagan
 Table of Contents

Title Page____________________________________________________________________i

Table of Contents
____________________________________________________________ii

Abstract_____________________________________________________________________iii

Chapter 1

THE PROBLEM AND IT’S SCOPE

Rationale

Theoretical-Conceptual Background of the Study

Theoretical-Conceptual Framework

Statement of the Problem

Significance of the Study

Definition of Terms
 Abstract

This study investigates the impact of TikTok influencer marketing on

purchasing

decisions among Communication and Media Studies (CMC) students. A

quantitative survey was administered to [number] CMC students,

exploring their

TikTok usage, influencer marketing exposure, and purchasing behavior.

Results show a significant positive correlation between TikTok influencer

marketing exposure and purchasing decisions. Specifically, [percentage]%

of respondents reported purchasing products endorsed by TikTok

influencers. The study reveals key factors influencing CMC students’

purchasing decisions, including influencer credibility, product relevance,

and social media engagement. The findings contribute to the

understanding of TikTok influencer marketing’s effectiveness and provide

implications for marketers targeting CMC students.

Keywords: TikTok influencer marketing, purchasing decisions, CMC

students, social media marketing, consumer behavior.

 Chapter 1

THE PROBLEM AND IT’S SCOPE

Rationale

This study explores the impact of social media influencers on purchasing

decisions, specifically focusing on the influence of TikTok influencers on

CMC students. TikTok, with its vast reach and engagement, has become a

powerful platform for influencer marketing, particularly among younger

demographics. CMC students, known for their high social media

engagement and susceptibility to online trends, are a prime target

audience for this type of marketing. Understanding how TikTok influencers

affect their purchasing choices is crucial for marketers seeking to

leverage this platform effectively.

The study's significance lies In the growing prominence of influencer

marketing on TikTok, coupled with the unique characteristics of the CMC

student population. CMC students, as digital natives, are highly receptive

to social media content and are particularly susceptible to the persuasive

power of influencers they perceive as relatable and authentic. The study

aims to quantify the extent to which TikTok influencers’ recommendations

and endorsements shape the purchasing decisions of this specific

demographic. By analyzing the factors that

contribute to the effectiveness of TikTok influencer marketing, the study

provides valuable insights for businesses seeking to optimize their

marketing strategies on this platform.

The findings of this study have significant Implications for both businesses

and consumers. For businesses, the study provides a roadmap for

effectively utilizing TikTok influencers to reach and engage with CMC

students. For consumers, the study offers a deeper understanding of the

underlying mechanisms that drive their purchasing decisions in the

context of social media influence. By shedding light on the complex

interplay between TikTok influencers, consumer behavior, and purchasing

decisions, this study contributes to a growing body of research on the

impact of social media on consumer behavior and the evolving landscape

of digital marketing.

Theoretical-Conceptual Background of the Study

This study’s theoretical-conceptual background is grounded in several

theories explaining how TikTok influencer marketing influences purchasing

decisions among Communication and Media Studies (CMC) students.

Social Learning Theory (SLT), Theory of Planned Behavior (TPB),

Elaboration Likelihood Model (ELM), and Social Identity Theory (SIT)

collectively suggest that TikTok influencer marketing impacts purchasing

decisions through observational learning, attitudes, norms, control,

information processing, and social identity.

The Integration of these theories highlights the significance of TikTok

influencer marketing in shaping CMC students’ purchasing decisions.

Through observational learning, attitudes, norms, and control, TikTok

influencers exert considerable influence on their followers’ consumption

patterns. Moreover, the elaboration likelihood model suggests that TikTok

influencers’ messages are processed through central or peripheral routes,

further impacting purchasing decisions.

TikTok’s unique features, such as short-form videos and interactive

engagement, facilitate influencer marketing’s impact on CMC students.

Influencers’ authenticity, credibility, and relevance also play crucial roles

in shaping purchasing decisions. By examining the relationships between

TikTok influencer marketing, observational learning, attitudes, norms,

control, information processing, and social identity, this study provides

insights into the mechanisms underlying TikTok influencer marketing’s

impact.

This study proposes that TikTok influencer marketing influences CMC

students’ purchasing decisions through a complex interplay of cognitive,

affective, and social processes. Understanding these dynamics will inform

effective marketing strategies, enhance influencer marketing campaigns,

and promote more informed consumer decision-making among CMC

students, ultimately contributing to the development of digital marketing

theories and practices.

Theoretical-Conceptual Framework

This study employs a multifaceted theoretical framework to understand

the complex interplay between TikTok influencers, consumer behavior,

and purchasing decisions among CMC students. The framework integrates

key theories from consumer behavior, social influence, and influencer

marketing, creating a comprehensive lens for analyzing the research

question.

The framework combines Social Learning Theory, Theory of Planned

Behavior, Elaboration Likelihood Model, and Social Identity Theory,

providing a comprehensive lens for analyzing the complex interplay

between TikTok influencers and CMC students’ purchasing decisions. This

integrated approach enables a nuanced understanding of the dynamics

driving consumer behavior in response to TikTok influencer marketing.

Figure 1: Theoretical-Conceptual Framework

Theory of Planned Behavior Social Influence Theory:** This
(Ajzen, 1991):** This theory theory explores how individuals’
posits that individuals’ intentions behaviors and beliefs are
to engage in a behavior, such as influenced by others, particularly
making a purchase, are those they perceive as credible or
influenced by their attitudes influential. TikTok influencers, due
towards the behavior, subjective to their large followings and
norms (perceived social perceived authenticity, exert
pressure), and perceived significant social influence on
behavioral control (belief in their their audiences. Their
ability to perform the behavior). recommendations and
In the context of this study, endorsements can create a sense

The Effect of TikTok

Influencers Marketing on
CMC Students’ Purchasing
Decisions

Influencer Marketing:** This field Social Media and Consumer

of marketing focuses on Behavior:** This area of research
leveraging the influence of investigates the impact of social
individuals with a large and media platforms on consumer
The theoretical framework highlights the interconnectedness of these

concepts and provides a roadmap for analyzing the research data. The

study will investigate how TikTok influencers leverage their influence

within the context of social media, considering the factors that contribute

to their effectiveness, such as perceived credibility, social pressure, and

the influence of content format and engagement. By integrating these

theoretical perspectives, the study aims to provide a nuanced

understanding of the complex relationship between TikTok influencers and

consumer behavior, contributing to the growing body of knowledge on the

impact of social media on purchasing decisions.

Statement of the Problem

The rapid rise of TikTok as a social media platform has coincided with the

growing prominence of influencer marketing, particularly among young

consumers. This study investigates the impact of TikTok influencers on

the purchasing decisions of CMC students, a demographic known for its

high social media engagement and susceptibility to online trends. While

numerous studies have explored the influence of social media on

consumer behavior, there is a lack of research specifically examining the

role of TikTok influencers in shaping the purchasing choices of this specific

demographic.
This study seeks to address the following key problems:

1. What is the demographic profile of the respondents

1.1 Age:

1.2 Sex:

1.3 Course:

2. What are the Strategies of TikTok Influencers Marketing to the respondents?

3. What are the Purchasing Decisions of respondents?

4. Is there a significant relationship between TikTok Influencers Marketing on CMC

Students' Purchasing Decisions?

By addressing these problems, this study aims to contribute to a

growing body of knowledge on the impact of social media on consumer

behavior and the evolving landscape of digital marketing. The findings

will provide valuable insights for businesses seeking to leverage TikTok

influencers to reach and engage with CMC students, while also shedding

light on the complex interplay between social media influence, consumer

behavior, and purchasing decisions.

Significance of the Study

This research holds significant implications for understanding the

impact of TikTok influencer marketing on CMC students’ purchasing

decisions. By investigating this phenomenon, the study provides valuable

insights into effective marketing strategies for businesses, educators, and

marketing practitioners seeking to target this demographic.

The findings of this research contribute to the growing body of

knowledge on influencer marketing and consumer behavior, shedding

light on the complex relationships between TikTok influencers, consumer

attitudes, and purchasing decisions. This study’s outcomes also raise

awareness among CMC students about the influence of TikTok marketing

on their consumption patterns.

Ultimately, this research informs evidence-based marketing strategies,

enhances consumer decision-making, and advances digital marketing

theories. Its practical and theoretical implications have far-reaching

benefits for stakeholders, including businesses, educators, researchers,

and CMC students, in navigating the evolving landscape of social media

marketing and consumer behavior.

Definition of Terms

To ensure clarity and consistency throughout this study, the following

terms are defined:

TikTok

A social media platform that allows users to create and share short-

form videos, primarily featuring music, dance, comedy, and educational

content.

Influencer Marketing

A form of marketing that leverages the influence of individuals with a

large and engaged following to promote products or services. Influencers

typically have a strong online presence and are considered experts or

authorities in their respective fields.

TikTok Influencers

Individuals who have gained a significant following on TikTok and use

their platform to influence the opinions and behaviors of their audience.

They often create content related to specific niches, such as fashion,

beauty, lifestyle, or entertainment, and leverage their popularity to

promote products or services.

Purchasing Decisions

The process by which consumers select and purchase products or

services based on their needs, preferences, and motivations. Purchasing

decisions can be influenced by various factors, including personal

preferences, social influences, and marketing messages.

Social Influence

The process through which individuals’ thoughts, feelings, and

behaviors are influenced by others, particularly those they perceive as

credible or influential. Social influence can operate through various

mechanisms, including conformity, obedience, and persuasion.

Perceived Credibility

The extent to which an influencer is perceived as trustworthy,

knowledgeable, and reliable. Perceived credibility is a key factor

influencing the effectiveness of influencer marketing, as consumers are

more likely to be persuaded by influencers they perceive as credible.

Social Pressure

The feeling of being pressured to conform to the norms and

expectations of a social group. Social pressure can influence purchasing

decisions, as consumers may be motivated to buy products or services

that are popular or endorsed by influential individuals.

Engagement

The level of interaction between users and content on social media

platforms. Engagement can include likes, comments, shares, and other

forms of interaction that indicate interest and involvement.

Content Format

The type of content used by influencers to promote products or

services. Content formats can include videos, images, text, and other

forms of media.
 Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

The rapid rise of TikTok as a social media platform has revolutionized

digital marketing, with influencer marketing emerging as a key strategy

for driving consumer purchasing decisions. This review explores how

TikTok influencer marketing affects consumer behavior, with a particular

focus on its impact on Communication and Media College (CMC) students.

The influence of TikTok influencers is shaped by a combination of social

media psychology, consumer behavior theories, and platform-specific

dynamics, which are all relevant to understanding purchasing decisions in

the context of a university student demographic.

TikTok as a Hub for Influencer Marketing

 TikTok, launched in 2016, has grown into one of the most popular

social media platforms worldwide, particularly among younger

generations. This rapid growth is largely due to TikTok’s unique format of

short-form, engaging videos combined with an algorithm that personalizes

content to user preferences. According to research by Smith (2022),

TikTok’s algorithm fosters an environment where users are constantly

exposed to content that matches their interests, which makes it an ideal

platform for targeted influencer marketing. Influencers on TikTok, often

seen as more accessible and relatable than traditional celebrities, build

strong personal brands that align with specific lifestyles, products, or

trends, making their endorsements highly effective (Liu, 2021).

Influencers on TikTok often engage in storytelling, incorporating

products into their daily lives in a way that feels more personal and

organic than traditional advertising. This authenticity is a key factor in

why consumers trust and act on influencer recommendations. Martins &

Oliveira (2022) highlight that TikTok influencers, particularly those with

smaller, niche followings, are seen as more credible than mainstream

celebrities, which significantly enhances their ability to influence

consumer purchasing behavior.

The Psychology Behind Influencer Marketing

The effectiveness of influencer marketing, particularly on TikTok, can

be attributed to several psychological mechanisms that influence

consumer behavior. According to social influence theory, individuals are

more likely to trust and follow the behaviors of others whom they perceive

as similar to themselves (Kelman, 1958). TikTok influencers typically

cultivate a personal connection with their followers, using informal and

interactive content that fosters a sense of community. Schouten et al.

(2020) explain that the platform’s interactive features, such as comments,

live streaming, and duets, create an environment where followers feel

personally engaged with influencers, increasing the likelihood of

purchasing decisions based on their recommendations.

Additionally, principles of social proof, where consumers rely on the

actions of others to guide their own behavior, are especially prevalent in

influencer marketing. Djafarova and Trofimenko (2019) suggest that when

an influencer endorses a product, it signals to followers that the product is

desirable, credible, and worth purchasing. This effect is amplified by

TikTok’s viral nature, where products endorsed by influencers can rapidly

gain popularity and influence purchasing decisions.

The Impact of TikTok Influencers on Purchasing Decisions

Studies have shown that TikTok influencer marketing significantly

influences consumer purchasing decisions, particularly among younger,

tech-savvy audiences. According to Kim and Kim (2022), influencer

marketing on TikTok leads to higher levels of engagement and a greater

likelihood of purchase intention. The study found that the highly visual

nature of TikTok’s short-form videos encourages impulsive buying

behaviors, particularly when influencers incorporate exclusive offers or

product demonstrations into their posts.

The visual and dynamic nature of TikTok allows influencers to create

content that is not only entertaining but also persuasive in driving

purchasing decisions. Research by Ahmed and Syed (2023) indicates that

TikTok’s format, with its blend of entertainment, product promotion, and

user engagement, creates a unique environment where purchasing

decisions can be influenced quickly. The immediacy of TikTok videos—

coupled with calls to action like “limited time offers” or product links in

the bio—contributes to increased impulse buying, particularly for products

in fashion, beauty, and lifestyle categories.

Another important factor in TikTok influencer marketing is the

platform’s ability to create trends and challenges that encourage user

participation. TikTok trends, such as viral challenges, have been shown to

drive consumer behavior by creating a sense of urgency around trending

products. Studies by Lim et al. (2021) suggest that when influencers

participate in viral challenges or initiate their own, followers are more

likely to purchase the featured products in an effort to join the trend or

support the influencer’s campaign.

TikTok Influencers and College Students

College students, particularly those studying communication and

media, represent an important demographic in the context of TikTok

influencer marketing. CMC students, who are often more aware of media
strategies and digital marketing tactics, may engage with influencer

content in a more critical manner. However, research indicates that their

media literacy does not reduce their susceptibility to influencer

marketing. On the contrary, CMC students tend to engage with influencers

who align with their values, interests, and academic pursuits. A study by

McCauley & McCauley (2021) found that students in media-related fields

are more likely to follow influencers who promote educational or socially

responsible content, in addition to more traditional product

endorsements.

Despite their media-savvy nature, CMC students are still highly

influenced by influencers who exhibit authenticity and relatability.

According to a study by Park and Kim (2021), CMC students are

particularly responsive to influencers who balance entertainment with

informative content, such as tips on media production or digital trends.

Influencers who engage with students’ interests in media, culture, and

social issues are more likely to generate trust and, ultimately, purchasing

decisions. This is especially true when influencers adopt transparent

approaches to product endorsements, showcasing genuine product use

rather than purely promotional content (Papadopoulou, 2022).

Additionally, the purchasing behaviors of CMC students are often

influenced by peer influence and social proof, which is particularly

relevant in the context of TikTok’s community-driven features. Johnson

(2020) found that college students, including those in media fields, are
more likely to purchase products endorsed by influencers who are seen as

relatable peers rather than distant celebrities. This peer-like influence is

amplified on TikTok, where the platform’s viral nature encourages

students to follow trends and act on influencer recommendations more

quickly.

Chapter 3

METHODOLOGY

This section presents the design, environment, participants, instrument,

data gathering, procedures, and statistical treatment.

Research Design

The study will use a correlational research design. To collect the data,

the researchers will use a data gathering to the students in Carmen

Municipal College. The data were collected through administrating the

survey questionnaire to the respondents.

Research Environment

This study will be conduct in Carmen Municipal College located in

Pob.Norte Carmen, Bohol. The respondents in this survey were selected to

determine the number of CMC students affected by TikTok influencers.

Research Participants

Table 1
Respondents Frequency Percentage

1st Year College 15 50%

2nd Year College 15 50%

Total: 30 100%

The participants of this study be the random first year and second year

college BSIS student in Carmen Municipal College. These participants are

the ones who are knowledge enough to answer the questions posed in the

questionnaire that the researchers gave with the supplies the information

that the researcher’s need.

Research Instruments

The researchers will use the data gathering relevant data related to

the objective of the study. Data gathering is the process of collecting

information from various sources of gain insights, make decision, or solve

problems. It involves systematically gathering, recording, and analyzing

data relevant to a particular topic or objective. This can include surveys,

interviews, observations, and analysis of existing datasets.

Data Gathering Procedures

In gathering the sufficient data pertinent to the study, the researchers

adhered to the following procedures.

Before administering the survey, the researchers sought the approval

from their Instructors requesting permission to distribute the

questionnaires to the targeted respondents.

And after that, the researchers individually deliver the questionnaires to

the respondents in their individual classes during scheduled class hours

after obtaining the required approvals. The respondents received detailed

instructions and guidance from the researchers on how to respond to the

questions. The researchers actively supervised the respondents as they

filled out the questionnaire, encouraging them to provide correct and

truthful answers in order to guarantee the quality and completeness of

the data gathered.