Impact of Social Media Influencers on purchasing behavior of Senior

High Students of General Tinio National High School

Background of the Study

Social media has become more popular nowadays. Websites and

programs that emphasize communication, community-based input,

interaction, content-sharing, and collaboration are collectively

referred to as social media. A social media user who has gained

trust in a particular business is known as a social media

influencer. Because of their reach and credibility, these content

producers may share knowledge with a broad audience and influence

others. They frequently post about that subject on their preferred

social media platforms, where they accumulate sizable fan bases of

enthusiastic, active individuals who pay close attention to their

opinions.

Since the beginning of marketing and advertising, traditional

marketing has been practiced in the traditional manner and is the

oldest type of marketing. People will notice a flyer, TV

advertisement, or newspaper advertisement if it is distributed. On

the other hand, online and digital marketing aid in establishing

a two-way dialogue between customers and businesses. Consumers can

recognize products because of technological advancements, and

firms can have idea on customer behavior. Therefore, digital

marketing can be viewed as a revolution in the marketing industry.

The decision of which marketing style to choose is quite

 Impact of Social Media Influencers on purchasing behavior of Senior
High Students of General Tinio National High School

challenging because they live in a time when the bulk of the

population transacts online but some do not know how to utilize

the internet. Since online or digital marketing is more adaptable

and offers a number of advantages over traditional marketing, more

businesses are switching from traditional marketing to it.

Social media is a great help to the businesses, some use

social media for increasing their brand awareness, others use it

for driving website traffic and sales. This include creating

compelling content for your social media pages, interacting with

your followers, tracking your progress, and executing social media

advertisement. For influencer marketing these days, the trust

element keeps coming up, and there is a good reason for that as

well. Senior high students now understand that celebrities are

paid to advertisement products they aren't always interested in,

and that commercials often deceive. Additionally, since they risk

losing their following if they do not, they are more likely to

recommend only the goods they have thoroughly tested. Because of

this, their recipients have faith in them (Cobain, 2020). Although

having knowledge of the digital platform is nothing new,

Influencers have found an unusual technique to persuade consumer

purchasing behavior by twisting their expertise. Consumer purchase

behavior is significantly influenced by material created by

influencers. This is primarily due to the format's credibility,

 Impact of Social Media Influencers on purchasing behavior of Senior
High Students of General Tinio National High School

authenticity, excellent delivery, and appeal. In addition, because

an influencer can bring a modification in content that is not

typically present and conventional marketing, their influence over

senior high students and their likelihood of making a purchase

rapidly increases. One of the possible reasons why senior high

students buy a product may be because of the recommendation of

influencer on social media. Senior high students have the tendency

to buy something that they do not intend to buy.

Therefore, this research will analyze the impact of

influencer on senior high student preferences when purchasing a

product, especially the buying behavior of a senior high student

and the connection between adaptations that drawing ideas from

diffusion of innovation to buying. This study will be useful to

businesses or a brand to create a good strategy to market their

products, to influencer on how they communicate through their

promotional activities and make them more influential to senior

high student, and to consumers they will discover how they adapt

a product by drawing ideas for innovation that leads to their

purchasing behavior.

STATEMENT OF THE PROBLEM

 Impact of Social Media Influencers on purchasing behavior of Senior
High Students of General Tinio National High School

This study aims to determine the Impact of Social Media Influencers

on Purchasing Behavior of Senior High School Students of General Tinio

National High School.

This research petitioned to answer the crucial questions as follows:

1.) What is the impact of social media influencer on the purchasing

behavior of senior high students?

2.) How does the influencers encouragement the students in their

purchasing?

3.) How does demographics help the influencers to promote their

products?

4.) Why do senior high students follow influencers?

Significance of the Study

The purpose of this study is to offer important data and knowledge

regarding the chosen topic. And related websites that are necessary for

the people who are expected to be important, as shown below.

The Researcher

Being a novice in this field is a challenge for today's generation

of researchers. As a result, this will serve as a guide and teach them

how to find credible and reliable trend products for which researchers

require more information. Indeed, this research will provide them with

the illumination they will undoubtedly require in their future studies.

The influencers
 Impact of Social Media Influencers on purchasing behavior of Senior
High Students of General Tinio National High School

It is important to note that not all influencers are well-versed

in the products they promote. For the assistance they may require, this

research will provide them with sufficient knowledge to prevent them

from engaging in irresponsible purchasing behavior.

The students and other people

One of the best reasons for conducting this research is to ensure

its relevance to students and other people who may also require the

enumerated information in each chapter of the research. For now, they

probably have no idea about the trending products, but this study will

be usable just in case they opted to purchase. Also, all the data to be

enlisted from top to bottom is viable to be added on their notes as

academic or a person with a lot of questions about purchasing.

Scope and Delimitation

This study will examine the purchasing behavior of the study of

the senior high school students of General Tinio National High School.

The main target respondents of this study are the senior high school

students of General Tinio National High School S.Y. 2022-2023 who use

social media. The data compilation will be conducted to the 150 randomly

selected of both Grade 11 and 12 in any strand of senior high school

students.

This study will only focus on the senior high school students of General

Tinio National High School. There will be a survey conducted to the

 Impact of Social Media Influencers on purchasing behavior of Senior
High Students of General Tinio National High School

student. The researchers will not tackle the behavior of adults and other

social media users, and will not be involving the social media market.

Definition of Terms

To avoid misunderstandings and to make clear and understand its

application in the study, the following words are defined as follows:

a) Purchasing behavior

- the purchasing habits of individuals, including what they

purchase, when and where they shop, and how much they spend.

b) Social media influencer

- Simply described, a social influencer or social media influencer

is someone who engages with a sizable number of social media

followers while establishing a reputation of authority or

competence in a particular field.

c) Marketing strategy

- A company's overall plan for reaching out to potential customers

and converting them into buyers of their goods or services is

referred to as a marketing strategy. The value proposition of

the business, critical brand messages, information on target

customer demographics, and other important components are all

included in a marketing plan.

d) Social media
Impact of Social Media Influencers on purchasing behavior of Senior
High Students of General Tinio National High School

- Social media refers to methods of communication where

individuals produce, share, and/or exchange knowledge and

concepts in online networks and communities.

e) Advertising

- A marketing strategy involves purchasing real estate to

advertise a good, bad, or intangible idea. Ads, as they are

commonly known, are the real advertising messaging. Reaching the

demographics most likely to be interested in purchasing a

company's goods or services is the aim of advertising.