Exploring the Effects of Social Media Influencers on Grade 11 ICT Students of New Era

University Integrated School

Katrina Mae M. Cruz

Emerald Jade C. Andaya

Ferdinand R. Jacoben

Kleian Kyle Abejuela

Keanno Gallano

Mark Andrei Ortiz

Arn Angel Ruiz

Gwyneth Aranas

Lorrica Motilla

Ashley Denise Orense

Jasmine Nyles Panganiban

Integrated School, New Era University

Practical Research 1: Qualitative Research

Mr. Bernard Mosca

Dra. Loida Suarez

March 22, 2024

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Abstract

Within our present youth, social media online has become a major factor of a student’s

life. The said platform then helps the students shape their characters, pertaining to their thinking,

behavior, and values. The effects of Social Media Influencers may vary on the student's intake on

their influence and vice versa. Hence this research study aims to find out which weighs more

between positive and negative impacts. Through conducting a one-to-one interview on 11 ICT

students of New Era University Integrated School, the researchers have gathered the information

valuable to the research study. The analysis showed that most students follow a Social Media

Influencer based on shared interests, and the influence they hold would vary. After analyzing,

academically inclined students tend to follow influencers of the same influence and watching

those influencers help boost their productivity and provide them ideas that help them. To

conclude, the impact of these Social Media Influencers entirely depends on the mindset of the

students. Therefore, encouraging a more positive academic environment may be of help in any

ways that may reach the students.

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Table of Contents

Title Page

Title Page………………………………………………………………………...………………..1

Abstract………………………………………………………………………………..…….…….2

Table of Contents………………………………………………………………………………….3

Chapter 1

Background of the Study……………………………………….………………………..…….….4

Statement of the Problem………………………………………………………………………….6

Significance of the Study….………………………………………………………………………6

Scope and Delimitations……………………………………………………………..……………8

Definition of Terms…………………………………………………………………………..……8

Chapter 2

Review of Related Literature…………………………………………………………….………10

Chapter 3

Research Design……………………………………………………………………….…………13

Methodology……………………………………………………………………………………..13

Chapter 4

Result Discussion…………………………….………………….……………………….………16

Chapter 5

Summary, Conclusion, and Recommendation………………….……………………..…………18

References……………………………….………………….……………………………………34

Appendices……………….………………….…………………………………………………...35
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Chapter 1

Background of the Study

Within our present youth, social media online has become a major factor of a student’s life.

The said platform then helps the students shape their characters, pertaining to their thinking,

behavior, and values. Through online social media platforms, the youth are encouraged to

communicate with random people, forming bonds and friendship along the way. Within the three

years of having only technology supporting socializing, it enabled the youth to be somehow

digitally dependent and even led to psychological disorders (Yinal, 2023). It has also given rise

to a new phenomenon: social media influencers. Influencers are individuals who have amassed a

large following on social media platforms and are able to influence their followers’ opinions and

behaviors. While influencers can have a positive impact, there is growing concern about their

effect on our young minds. Hence, with consideration of the current scenario of this study,

conducting research on this specific issue may help us and our fellow students to enhance our

own mental well being and environment.

As of todays’ date, despite the subject being recognized, there still remains the gaps in

knowledge that lies on the study to be researched. Thus, we will do our utmost best to analyze

our findings and help close the gaps in knowledge regarding the subject and advocate a positive

environment for all. Albeit having research studies that may have provided the means to find

focuses, we have decided to conduct this academic work in order to learn further ways to resolve

the issue and hence, gain enhancement procedures to propose within our own scope. As social

media influencers have a wide range, we plan to help be products of the ‘positive side’ that

provides positive influence with our fellow students here in the New Era University Integrated

School.
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By recognizing the impacts of the issue and subject it directs, we are concerned that the

impact of social media influencers to us, students may be crucial. Having this research study

conducted, we plan to execute our work as we see Social Media Influencers pose as great factors

to a student’s well being, affecting their behavior and their lifestyle, even. By the means of

recognizing the positive and negative impact of the area of study that we chose, either outcome

shall be significant for our subject respondents, which will help us determine areas to enhance or

resolve. Whilst, also considering the sociological well being of the students, their privacy, and to

respect their needs, we will conduct this study with the knowledge and goal of enhancement of

the current situation.

By the means of practical reasoning, with acknowledgement of the outcomes this dilemma

may present, and to whom it may cause impact on, we recognize that as students ourselves, this

might also be of help to us. Additionally, this may be also of concern to our dear faculty and

parents as they are one of the important factors that greatly influences a student. Hence, the said

problem affects us greatly as we deal with the mental state of the students.

Therefore, we have recognized that this research study may be relevant and that it is in

need of thorough analysis and observation. We have decided to assess the given issue in order to

help prevent such from happening and to propose a positive outcome. To be able to create

benefits and fill the knowledge gaps with regards to this study, we have decided to conduct this

research study.
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Statement of the Problem

General Problem

The effects of Social Media Influencers may vary on the student's intake on their influence and

vice versa. Hence this research study aims to find out which weighs more between positive and

negative impacts. This research study then sets to resolve the following questions:

Research Questions

1. How do Social Media Influencers affect a student?

2. What makes an ‘Influencer’ influencer?

3. What are the benefits and drawbacks of following a Social Media Influencer?

Objectives

1. To identify how great Social Media Influencers’ impact is on students.

2. To find areas in need of enhancement and resolution.

3. To fill in knowledge gaps regarding the research study.

4. To help provide a positive environment for the students and help improve their positive

well-being.

Significance of the Study

This study aimed to provide valuable information about the effects of social media

influencers on Grade 11 ABM students at New Era University Integrated School. Regardless of

the findings derived from the objectives of this study, they could be beneficial for the following:

For the students, this study will provide valuable insight and understanding about the

potential effects of social media influencers on their academic performance, decision-making,

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and overall well-being. This study will also help them make more informed decisions about their

online activities and raise awareness about their own behaviors and consumption habits.

For parents, by understanding how social media influencers may affect their children's

academic and personal lives, parents can provide proper guidance and advice tailored to their

child's online activities. Additionally, this study will help them understand the significance of

parental involvement in guiding and supporting their children so they can navigate social media

in a healthy and responsible manner.

For the teachers, this research provides valuable insights for them to understand the

impact of social media influencers on their students' learning and behavior. Moreover, the result

will serve as their guide to developing teaching strategies that can help students critically

evaluate the content they encounter online.

For future researchers, the findings of this study may serve as reference material and a

guide and can be cited as related literature for those who will conduct the same approach to the

study. It can inspire them to further investigate the other aspects of social media influencers and

their effects on students.

For the school administrators, they can use the findings to implement policies and

programs that promote responsible social media usage among students. They can also collaborate

with teachers and parents to create a supportive environment that reduces the negative effects of

social media while improving its potential benefits for student learning and development.

For social media influencers, understanding how their content affects students can

help them take proper actions about the type of content they create and the messages they
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convey. They can use the knowledge they will gain from this research to promote positive values

and behaviors that align with the educational and personal development goals of students.

Scope and Delimitations

Out of 69 students of 11 ICT of New Era University Integrated School, 6 students were used

as a sample in conducting interviews for this qualitative research study. This study focused

primarily on Grade 11 ICT students at New Era University Integrated School, which limits the

findings' generalizability to this specific group. As an addition, we will also interview 5 Social

Media Influencers as they too, are affected in this research study.

This study seeks to investigate many aspects of social media usage, such as frequency,

platforms used, and types of interactions participated in. Furthermore, the study will observe

with proper etiquette as to not violate the subject interviewees and regard them with high respect.

Definition of Terms

This section aims to ensure that readers have a common understanding of the terminology

employed in the research, eliminating confusion and promoting clarity. To ensure a clear

comprehension and understanding of the study, significant terms were operationally defined.

Social Media- Social media are interactive tools that enable the creation, sharing, and

aggregation of material, ideas, interests, and other kinds of expression via online communities

and networks. Social media refers to new types of media that encourage interactive engagement.

Social Media Influencer- Is a person who is considered as an expert in their specific profession

and has a loyal following. People trust their thoughts, thus their recommendations carry a lot of
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weight. There is a rising interest in experts with significant social impact and presence on social

media.

Psychological Disorders- Also known as mental illnesses or mental health disorders. They can

influence your thoughts, emotions, and behavior, which can have an impact on your social life

and daily functioning. These problems might be transitory or permanent. Psychological disorders

are defined by unusual thoughts, feelings, and actions.

Mental Wellbeing- An individual's capacity to attain their full potential, work successfully and

creatively, form strong and meaningful connections with others, and contribute to their

community.

Mental State- A mental state in which the characteristics of a state remain generally constant,

although the state itself may be dynamic. It can also refer to a person's mental condition. Mental

states are a broad category that includes perception, pain/pleasure sensation, belief, desire,

intention, emotion, and memory.

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Chapter 2

Review of Related Literature

This chapter presents the related literature that is relevant to the study. Researchers

gathered related reviews to further understand the research.

In a research study entitled, "The effect of social media influencers on teenagers

behavior" (Lajnef K, 2023), social media is a great tool for making new friends, and getting

important support and confirmation. Because social media platforms are made to be addictive as

well, a lot of young people spend hours consuming through their feeds, feeling unfit and

comparing themselves to others, which can lead to harmful comparisons and expose young

people to other content featuring influencers. 95% of teenagers aged between 13 and 17 own a

cellphone, and 107 studies were found by pointing out the effects of SMI(Social Media

Influencers) in young individuals including interviews, observations, and secondary research.

The questionnaire is one of the appropriate methods used to construct a collective cognitive map

and this study uses face-to-face interviews because it is the most flexible method for data

collection. Although the content that influencers promote is not necessarily pleasant or healthy,

influencers may encourage students or even minors to behave in a more voluntary or healthy

manner. In addition, they encourage their followers to purchase goods that they may not actually

need or cannot afford, thus promoting materialism and consumerism. Influencers not only

encourage bad habits but can also harm the emotional health of young people. Young individuals

may believe that they are falling short of their peers or the perfect image of themselves that they

see online due to influencers' carefully chosen and edited information, which may change their

sense of reality. Studies indicate that although individuals must be aware of the possible risks,

they must also acknowledge that influencers can serve as useful sources of motivation and
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excellent examples to follow. By promoting media literacy and critical thinking, young people or

even ourselves can help the world of social media in a healthy and productive way.

Additionally, according to Pramanik (2023) "Navigating the influencer landscape: The

positive and negative effects of social media influencers on adolescents", In a study that was

published in Social Science & Medicine, researchers evaluate earlier studies on the effects of

social media influencers (SMIs) on the health of teenagers. Fifty-one studies were found that

discussed the effects of SMIs on nutrition, mental health, sexual health, physical activity, and

substance use in teenagers between the ages of 13 and 19. Eleven internet databases,including

PubMed, Web of Science, and Scopus, provided the publications for the collection. The article

states that Social Media Influencers (SMIs) have both good and bad effects on teenagers. SMIs

can encourage teenagers to have unrealistic body image and unhealthy lifestyles such as the

harmful use of alcohol and tobacco, leading to health problems. On the other hand, some SMIs

promote a positive environment on the internet, such as raising awareness to anti-tobacco content

and guiding their followers to a healthy way of life.

Several more studies have investigated the positive and negative aspects of social media and

its impact on society, families, and children. According to Richards et al. (2020), “Social media

has a great impact on mental health related to the self-esteem and well-being of children and

young people”. Exposure to influencer postings on social media platforms can cause negative

social comparisons and emotions of envy, lowering the followers' self-esteem. Furthermore,

following more social media influencers was found to be connected with lower self-esteem

levels. Excessive and unhealthy usage of social media can lead to dissatisfaction with oneself

and one's life, raising the likelihood of negative self-talk and image. The researchers approach is
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categorized as qualitative as the author’s used surveys. They used both online and offline surveys

in which they visited some primary, elementary and high schools.

In the study, “Young adults’ sought gratifications from, and perceptions of food advertising

by, social media influencers: a qualitative approach”, the interaction of young adults with social

media influencers when it comes to food advertisements. The researchers found that the young

adults seek satisfaction such as gaining knowledge, improving themselves, and feeling positive

vibes from these influencers. They also looked into how the respondents understand food

advertisements and some of the themes were repetition, authenticity, and the non-healthy stuff.

To gather the data and information, the researchers in this study conducted in-depth,

face-to-face, and semi-structured interviews (Alhotali & Aljefree, 2023) .

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Chapter 3

Research Design

To collect and analyze data significant to this research study, interviews and observations are

to be used in presenting the qualitative methodology approach in areas including the study's

location, research design, sampling and sample size, types of data, data collection method, and

data management.

This case study used a phenomenological approach that will investigate and observe

experiences from individuals, specifically, 11 ICT students. Through providing inquiries, we can

gather empirical data which will provide answers. Conducting interviews will provide the

perceptions of each individual in a specific phenomenon. We will use this in our study in order to

investigate the experiences of students. As we look into how the grade 11 ICT students of New

Era University Integrated School visualize social media influencers, we can examine the effects

of the issue.

Population and Sampling

The researchers of this study intend to focus on 11 ICT students of the Integrated School

of New Era University as subjects. Out of 69 students of the specified strand—Information and

Communication Technology, that is divided into two sections, 6 respondents overall are to be

expected. To gather subjects, the researchers are to select at random, 3 interviewees each section.

Furthermore, to gain better insight of the said study, the researchers will also conduct an

interview on 5 selected social media influencers.

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Source of Data

To obtain the needed pertinent data for this study, the researcher will use interviews and

interview research tools. Through interviews, the researchers will do the process of asking

questions on students to obtain information about their perspectives, experiences, and expertise

about the effect social media influencers have on them. Through information gathering, the

researcher may look into how students are influenced by influencers in social media. In order to

conduct a more impartial and objective interview, the unstructured interview will also be used as

two distinct formats for interviews the researcher is to be used: focus groups and one-on-one

interviews. To learn more about student's viewpoints, experiences, and behaviors influenced by

social media influencers, start by conducting one-on-one interviews. Secondly, arrange focus

group interviews with students to facilitate discussions, and idea exchanges regarding the

societal impacts of influencers. By employing both focus groups and one-on-one interviews, it

can be used to gain a greater understanding of how social media influencers influenced students.

To arrive at the desired results of the study, the responses to the interviews were carefully

organized.

Data Gathering Procedure

To gather information, significant for this research study, researchers are to perform the

following procedure; First, the researchers are to observe and identify the gaps needed to be

fulfilled in the specified area of knowledge. Second, when identified, the questionnaire set to

gather information is to be presented to the subjects required. Finally, after setting out a formal

questionnaire, an interview on the focused group should be conducted. Henceforth, after the said

data collection procedure, appropriate data analysis should be applied afterwards.

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Data Analysis

The qualitative data analysis performed involves analyzing data collected from qualitative

research using an open-ended approach. Recognizing that the study to be conducted as

qualitative, categorizing and coding the data and information collected are found to be most

appropriate. As qualitative responses may vary, categorizing and identifying each response into

classifications such as positive and negative response should be done. Afterwards, identifying the

connection and relevance to the conducted study of each information collected.

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Chapter 4

Result Discussion

This chapter will provide an analysis of the themes through categorizing information

collected by the interview done with the respondents. The identified themes are; influence,

interest, and information.

Raw Information Codes Category Theme

1. How do Social Media Influencers affect a student?

Respondent #1 : Following what a a Social Media Influence

"Social media social media Influencer affects a

influencers affect a influencer does student by;

student in ways when ● Having large

they see something following;

that social media having the

influencers do, they power to

follow the tracks of influence

what the social media

influencers do"

Respondent #2:

“Social media

influencers affect a

student based of what

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a student's feed or

what their content is

all about. So if a

student’s feed is all

about or follows

social media

influencers that are

focused on studies,

then a student may be

able to take some tips

from those

influencers. It

depends on the

influencers that the

students follows”

Respondent #3:

“Well as a student,

some social media

influencers influence

me and they affect

my daily life because

of how they act and

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how they influence

me on the things they

do”

Respondent #4:

“Yung mga

generation po natin

base dun sa mga

social media lagi na

po tayong may

cellphone di na po

natin kayang lumabas

ng walang gamit na

ganto so dahil din sa

mga teachers, mga

cinocontact din natin

sila sa mga social

media nakakapag

influence yung mga

taong nakita natin sa

way of living natin

kunwari nakita nila

na ang saya nila nag-

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umiinom or ang saya

nila gala sa gabi kahit

na minor pa sila diba?

So nakikita nila na

hala ang saya gusto

ko ring gawin kase

ansaya nila”

Respondent #5: “Sa

way nila ng

pag-spread ng word

or awareness through

internet pag

nakaka-inspire sila

and nakaka-motivate

sila ng mga tao

especially mga

kabataan ngayon na

gawin kung ano yung

dapat at tama hindi

lang sa tingin nila na

tama, yung tama

talaga na alam naman

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natin talaga kung ano

yung tama and mali

so like yung

nakaka-inspire sila

through their words

and actions”

Respondent #6:

“Bilang isang athlete

student nagagamit ko

yung influence ng

social media

influencers, like

nanood ako ng mga

videos nila para

kumuha ng ideas

kung paano ko

magagamit sa

paglalaro ko ng

badminton”

2. What makes an ‘influencer’ influencer?

Respondent #1: "An The power to Following a Social Interest

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influencer is influence depends if Media Influencer

considered an they(students) share because;

influencer when they the same interests ● Similar

do something and it with the influencer characteristics

gets promoted in /interest

social media wherein

other people follow

them”

Respondent #2: “If

they have a large

following and they

have the power to

influence other

people and those

people themselves

follow the

influencers, I follow

influencers that

promotes self

improvement and

growth and my

hobbies as a way to
 22

relax”

Respondent #3:

“Well in my opinion,

what makes an

influencer an

influencer is when

they either become

famous or when they

are famous enough

and they manage to

persuade people into

believing on what

they believe usually I

follow those who

plays games”

Respondent #4: "I

think matatawag

silang influencer if

nagpopost sila ng

way of living nila and

ang pinapakita nila sa

viewers sa social
 23

media is masaya to

kaya tara na gayahin

nyo ako eto tignan

nyo ako ansaya

ganon, I think po

since ang mga

pinapanood kong

mga influencers ay

yung healthy lifestyle

naman po, i think sa

kanila kung bakit

mga nag iinfluence sa

akin the most is yung

mga may same

characteristics po as

me. Yung may gusto

rin po sa music or

yung mga type of

influencers po na

nagpapakita rin ng

gusto sa old music, sa

pagjajamming, sa

pagayos ng mga
 24

notes, sa notebook,

mostly mga positive

po talaga”

Respondent #5: “Pag

nakaka-inspire sila

and nakaka-motivate

sila ng mga tao

especially mga

kabataan ngayon na

gawin kung ano yung

dapat at tama hindi

lang sa tingin nila na

tama, yung tama

talaga na alam naman

natin talaga kung ano

yung tama and mali

so like yung

nakaka-inspire sila

through their words

and actions, ang

number one na app

ko talaga ay sa
 25

panonood ng mga

influencers is

TikTok”

Respondent #6:

“Masasabi mong

influencer isang

influencer kung yung

mga natuturo nila o

nasasabi nila sa mga

content nila is hindi

nakakasama sa isang

tao or lahat ng mga

nasasabi nila is

nakakabuti, yung mga

nakakainfluence

sa’kin masyado is

yung mga

nagcocontent ng

about sa badminton

and ibang sports”

3. What are the benefits and drawbacks of being a Social Media Influencer/following

a Social Media Influencer?

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Respondent #1: The ability to provide Students get from Information

"Being a social media information following Social

influencer can be Media Influencers;

used for a good ● promotion,

cause, because you acquiring

can ptomote things information

for like society that ● teaches

makes it better and wrongdoings

the drawbacks of it is,

it could be also used

in a negative way in

which it affects other

people din. Tapos, in

following a Social

Media Influencer

naman, you acquire

more information

about certain stuff“

Respondent #2:

“The benefits of

social media

influencers that you

 27

follow is that you're

updated about the

current events and

you could possibly

acknowledge or

benefit from the tips

that they give. The

drawback is that you

may become

dependent on it and

can't act for yourself,

you end up relying on

the influencers that

you follow the most”

Respondent #3: “It

would be creating

content everyday so

that you won't lose

your fans and it

would be the time

consuming as a fan

on watching and
 28

following up on their

contents”

Respondent #4:

"Benefits po nito is if

yung influencer is

showing positive din

na content. Ang

drawbacks lang po

nito is baka may

makita po kayong nag

aalinlangan po kayo

sa ginagawa nila kase

ang nasa isip nyo ay

mali pero ginagawa

nila parang tama sa

kanila, it makes you

think na tama din so

parang

nanonormalize natin

na parang ayun nga

like, paggawa ng

kung ano ano sa

 29

ibang tao like

pagmumura ayun

diba nagmumura sila

like freely na silang

magmura sa social

media”

Respondent #5: “I

think yung pag

improve ko sa sarili

ko lalo na sa mental

health, yung mga

influencers na

nagmomotivate and

yung ma-iinspire ka

sa ginawa nila kasi

nag-start sila from

zero to sobrang taas

na ngayon and yung

mga influencers na

nagbibigay ng tip

about fashions and

all”
 30

Respondent #6:

“Benefits, don ako

nakakakuha ng mga

ideas and yung mga

dapat kong gawin sa

mga paglalaro ko.

like dun ako

nakakakuha ng mga

footworks, and kung

ano mga dapat kong

gawin sa paglalaro.

pati na rin sa

academics since may

ibang influencers na

dumadaan sa

newsfeed na

nakakatulong sa’kin.

and yung drawbacks,

yung ibang influencer

na hindi naman tama

yung mga tinuturo

nila or hindi masyado

nakakaturo”
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Chapter 5

Summary, Conclusion, and Recommendation

Summary

This part of the research study intends to summarize the interpretation of the data analysis

based on the results of the conducted interview.

1. How do Social Media Influencers Affect a student?

A Social Media Influencer may be labeled as an ‘influencer’ when they have the power to

influence someone by being their role models to look up to as an ideal, by admiring their

lifestyle, mindset, and behavior, they influence people especially youngsters with what they do

or say. Additionally, these ‘influencers’ also affect a student by spreading awareness through

certain topics to give informative value to their followers. However, it depends on the students

themselves on who they will choose to follow.

2. What makes an ‘influencer’ influencer?

Out of the 6 respondents, 68% spend 4 hours of their time on social media, while the first 16%

spends 2 hours, and the other, 12 hours. As shown in the interview results, students would watch

or follow influencers based on their interests, meaning that the content that they see depends on

what they seek for. Nowadays that tik tok has been used by mass media, many students have

acknowledged and have been using the app, which also uses an algorithm that provides you with

contents that are based on your interests. By sharing similar interests, these influencers pique

more attention of students as they align with what these young adults want to see based on their

own interests and characteristics.

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3. What are the benefits and drawbacks of being a Social Media Influencer/following a

Social Media Influencer?

As Social Media Influencers have a wide range of followers, information that they share may be

either positive or negative. By sharing updates, tips in studying, and helping their followers

improve their mental health, these Social Media Influencers help their followers grow. However,

some Social Media Influencers may teach and normalize wrongdoings and would just be time

consuming as shown in the interview results.

Conclusion

As students nowadays engage more often with social media, following Social Media

Influencers and idolizing them and their lifestyle and behavior may have either positive or

negative effects on students. Through categorizing and coding the information that the

researchers gathered, we have concluded that the effect a Social Media Influencer holds depends

entirely on the student. By spreading awareness and improving a more positive environment for

the students through social media campaigns that may pique their interest, may benefit and help

them grow in a more positive academic environment.

Recommendation

Based on the concluded results and approach we may perform regarding the research study,

the researchers came up with elaborated recommendations that may be of help for our fellow

students.
 33

For the school, we propose that the school help with allowing the students to have a flexible

campaign through social media as the school has a bigger platform that would enormously help

the students raise awareness.

For the teachers, our research group recommends that they guide the students into being more

aware of the difference between good and bad influence.

For the parents, we suggest that they become more aware of what their children are up to and

guide them as they are the main factor that shapes a student.

For the students, we advise them to help themselves and listen to the guidance of the people

around them rather than Social Media Influencers so that they can grow and have a positive

environment at school.

For the society, we recommend for everyone to be more positive when using social media as

it is massively used worldwide. Think before clicking may be an old quote but it does matter, so

let us help each other.

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References

Lajnef, K. (2023). The effect of social media influencers' on teenagers Behavior: an

empirical study using cognitive map technique. Current Psychology, 42(22), 19364-19377.

https://doi.org/10.1007/s12144-023-04273-1

Yinal, A., & Banje, F. U. (n.d.). Social media habits of university students and the effects of

media on students. https://eric.ed.gov/?q=yinal&id=EJ1401792

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