PR_FINALPAPER

St.
Mary’s Academy of Caloocan City 1

Madre Ignacia Avenue, Grace Park, Caloocan City
Most Influenced Grade Level by Filipino Social Media Influencers:
A Comparative Study of Consumer Buying Behavior
Among Grade 7 to 12 SMACC Students, 2024
A Research Proposal Presented to the Basic Education Department of

St. Mary’s Academy of Caloocan City
Madre Ignacia, Avenue, Grace Park, Caloocan City
In Partial Fulfilment of the Requirements in Research 2
By:
Deocareza, Iris B.
Enriquez, Yunah Shashnei B.
Vicente, Aurealiza Frances
Mr. Bryan Lloyd D. Reyes

Research Teacher
St. Mary’s Academy of Caloocan City 2
TABLE OF CONTENTS
Title Page ……………………………………………………….…………………………1
Table of Contents ……………………………………………………………………….2-3
Acknowledgement………………………………………………………………………...4
Abstract…………………………………………………………………………………....5
CHAPTER 1 – INTRODUCTION AND REVIEW OF RELATED LITERATURE
I. Introduction ………………………………………………………………………6-8
II. Review of Related Literature …………………………………………………...8-16
III. Conceptual Framework …………………………………………..……………17-18
IV. Statement of the Problem ………………………………………..……………..…18
V. Significance of the Study …………………………………………………………19
VI. Scope and Delimitations ………………………………………………………….20
VII. Definition of Terms ………………………………………..………………….20-22
CHAPTER 2 – METHODOLOGY
I. Research Locale ……………………………………………………………..…….23
II. Research Design ……………………………………………….…………….…….23
III. Research Instrument ……………………………………………..……………..….24
IV. Respondents of the Study ………………………………………..…………….…..24
V. Data Gathering Procedure ……………………………………….……………...…25
VI. Statistical Treatment …………………………………………..………….……25-26

CHAPTER 3 – RESULTS AND DISCUSSION
Results and Discussion……………………………………………………...………..27-34
CHAPTER 4 – SUMMARY, CONCLUSION, AND RECOMMENDATIONS
I. Summary……………………...……………………………...………….........35-36
II. Conclusion……………………………………………………...………….....36-37
III. Recommendations……………..………………………………………..……37-39
REFERENCES…...…………………………………………………………...…….40-42
APPENDICES…...………………………………………………………….......…...43-47
I. Survey Questionnaire…………………………………………………………43-45
II. Answered Questionnaire…………………………………………...…..….….45-46
III. Consent Letters………………………………………………………….……….47
IV. Grammarian’s Certificate……………………………………………..…………48
V. Grammarian’s Curriculum Vitae…………………………………...……...…….49
CURRICULUM VITAE……………………………………………………………50-52
ACKNOWLEDGEMENTS
The researchers extend their sincerest gratitude to their research adviser, Mr. Bryan Lloyd
Reyes, and to all the research panelists whose unwavering support and guidance were
helpful throughout the research paper process. The researchers express heartfelt thanks for
their continuous presence and assistance from the inception to the completion of the study.
Furthermore, the researchers extend their appreciation to their parents, acknowledging the
unwavering support that facilitated the execution of the research. Gratitude is also extended
to friends whose support and assistance played a crucial role in the completion of this
research study. Acknowledgment is extended to St. Mary’s Academy of Caloocan City for
providing the opportunity to conduct the research, and special thanks are given to all the
Grade 7, 8, 9 10, 11, and 12 students of St. Mary’s Academy of Caloocan City who
willingly participated, contributing significantly to the research process. Lastly, the
researchers express profound gratitude to the Great Almighty, recognizing the divine
provision of knowledge, strength, and guidance throughout the research journey. The
researchers acknowledge and thank the Great Almighty for the boundless love and support
that made this research possible.

ABSTRACT
This research aimed to determine which grade level among Grades 7 to 12 at St. Mary’s
Academy of Caloocan City was most influenced by Filipino social media influencers. The
respondents were chosen due to their high social media engagement. The researchers used
a quantitative research design to obtain large amounts of data and utilized surveys to assess
the impact of social media on students' consumer buying behavior. T-tests were used as the
statistical treatment to compare various groups. The research find ings revealed that 5 out
of 6 grade levels exhibited a moderately high level of influence, while Grade 11 exhibited
a moderately low level of influence. Furthermore, Grade 12 students displayed the highest
mean score of 2.85, indicating they were the most influenced, followed by Grade 9 (mean:
2.74) and Grade 10 (mean: 2.69). Grade 8 and Grade 7 followed with means of 2.67 and
2.57, respectively, while Grade 11 students showed the lowest influence with a mean score
of 2.40. Additionally, the research findings revealed that the specific aspect of influencer
content that played a significant role in influencing consumer buying behavior was
Expertise and Visual Appeal, having the highest mean score across all grades (2.82). The
least significant factor was Content Impact and Type, with a mean of 2.66. These results
suggest that while Filipino social media influencers had a significant impact on consumer
buying behavior, the degree of influence varied by grade level and content type.
Keywords: social media, consumer buying behavior, influencer, marketing

CHAPTER 1
INTRODUCTION AND REVIEW OF RELATED LITERATURE
I. INTRODUCTION
Due to many social media platforms, social media influencers have emerged as
significant factors in influencing consumer buying behavior, particularly among
adolescents, representing an important shift from traditional methods of advertising to
digital marketing. Background information reveals that influencers, by taking advantage of
platforms such as Instagram, TikTok, and YouTube, have changed consumer engagement
through authentic and relatable product presentations, which contrasts with traditional
marketing methods (Castillo, Jaramillo, & Sy, 2022; Mishra & Ashfaq, 2023). This
influence is driven by factors such as the perceived trustworthiness of influencers and the
interactive nature of social media platforms (Serman & Julian, 2020; Singco, Lopez, &
Cabauatan, 2023). Furthermore, social media influencers have become increasingly
influential in shaping consumer perceptions and purchasing decisions, particularly among
students in Grades 7 to 12, who are in a critical phase of identity formation. According to
a study on EasyChair (year), influencers, through their perceived authenticity and
trustworthiness, significantly impact young people's attitudes and behaviors toward brands
and products. Research shows that when students perceive an influencer as relatable and
credible, they are more likely to align with their preferences, resulting in higher
engagement with recommended products. Given that students in this age group are actively
forming their identities, they are particularly susceptible to the influence of social media
personalities, making them a key demographic for brands seeking to connect with younger
consumers. Therefore, understanding the role of influencers in shaping buying behavior
among students is highly relevant in today's marketing landscape. Filipino social media
influencers, with their relatable content and large followings, directly impact the buying
behavior of young consumers. By understanding how influencers affect students'
purchasing habits, the study soughteeks to educate them with the knowledge to make
informed decisions, reducing susceptibility to manipulation. According to an article from
Propelrr.com (year), around 82.4 percent of Filipinos, or about 92 million people, use social
media, offering huge opportunities for businesses to reach their audience. Filipinos
significantly exceed the global average in daily social media usage, spending an average
of 4 hours and 6 minutes per day. This places the Philippines second only to Nigeria, where
the global average is 2 hours and 29 minutes. Although social media users may appear to
be broad targets for influencer marketing, different age groups exhibit varying levels of
responsiveness to influencers. Certain demographics are more susceptible to influence,
making the success of an influencer campaign largely dependent on accurately targeting
the right audience. According to Business Insider (year), Gen Z’s (1997 – 2012) is the
generation that is the most active user of social media platforms. Also, and according to
Business Insider, 43% of the Gen Z generation are influenced by social media influencers
in terms of making purchasing decisions. This percentage, which is higher than most
demographics, which demonstratinges the influence social media influencers hold over the
Gen Z. By identifying which grade level is most influenced, this research aimeds to
promote critical thinking, media literacy, and financial literacy, ensuring that students
become responsible consumers in a media-driven world. Moreover, the objectives of the
study are: to determine how Filipino social media influencers affect the buying behavior
of students in Grades 7 to 12 at St. Mary's Academy in Caloocan City, to evaluate the
effectiveness of social media influencers within this specific demographic and figure out
which grade level has the highest level of influence, and to explore these influences with a
focus—focusing on empowering students through increased awareness and consumer
education.
II. REVIEW OF RELATED LITERATURE
In the 21st cCentury, where almost every young people engage themselves online,
social media influencers play a significant role in influencing their buying behavior.
Through their skills and ability to present products in an appealing, relatable manner,
influencers have changed traditional marketing strategies and set new standards for
consumer engagement. Social media influencers have become important individuals in
shaping the buying behavior of today’s youth. They achieve this by creating content that
interest their audiences, offering personal recommendations and reviews that builds a
strong sense of trust (Castillo, Jaramillo, & Sy, 2022; Mishra & Ashfaq, 2023). Given that
most social media platforms like Instagram, Facebook, TikTok, and YouTube have become
one of the integral parts of many teenagers’ and young adults’ daily lives, influencers have
a huge impact on influencing their buying behavior, wherein they can make a product
“trending” because of their persuasive marketing skills. Their impact goes beyond just
promoting products—they also shape trends, how people see brands, and even lifestyle
choices (Serman & Julian, 2020; Singco, Lopez, & Cabauatan, 2023).
Furthermore, influencers effectively shape cultural trends and consumer buying
behavior by presenting products in ways that feel authentic and engaging. Unlike
traditional advertisements, which can often come across as impersonal or forced, influencer
endorsements are typically well-established within content that audiences find enjoyable
and relatable. This authenticity is crucial for younger consumers, who are increasingly
skeptical of traditional marketing and prefer recommendations from trusted sources
(Mishra & Ashfaq, 2023). Influencers, through their content and personal interactions, have
the ability to set standards for what is considered fashionable or desirable, making them
powerful individuals of change in consumer culture (De La Luna et al., 2024).
In addition, the effectiveness of influencers depends on several factors, including
trustworthiness, expertise, and authenticity. Research has consistently shown that
influencers who are perceived as knowledgeable and reliable have a more substantial
impact on their followers' buying behavior. For instance, influencers with large, engaged
followings are often seen as more credible, which enhances their ability to sway consumer
buying choices (Castillo, Jaramillo, & Sy, 2022). On the other hand, the perceived expertise
of an influencer can make their endorsements more persuasive, particularly when followers
trust the influencer's judgment and view their recommendations as reliable.
Moreover, content authenticity also plays a crucial role in maintaining an
influencer's effectiveness. Influencers who are transparent and honest about their
experiences with products are more likely to build and sustain trust with their audience. In
contrast, overly commercial or insincere content can lead to skepticism and diminished
influence. Therefore, maintaining a balance between personal engagement and
promotional content is crucial for influencers to retain their credibility and foster long-term
relationships with their followers (Castillo, Jaramillo, & Sy, 2022).
Following this, the platform on which influencers operate significantly impacts
their ability to connect with and influence their audience. Instagram and TikTok are
particularly effective for influencer marketing due to their visual and interactive nature.
These platforms allow influencers to create engaging content that appeals to younger users
through photos, videos, and live interactions. Also, the real-time engagement capabilities
of these platforms enable influencers to respond to their audience's feedback promptly,
enhancing their connection with followers and increasing their influence (Mishra &
Ashfaq, 2023).
Additionally, demographic factors such as education level and socio-economic
background also affect how influencer content impacts buying behavior. For example,
research has shown that individuals with higher education levels may approach influencer
recommendations with more critical thinking and are more likely to make informed buying
decisions (De La Luna et al., 2024). This suggests that while influencers have a broad
reach, their impact can vary based on the educational and socio-economic context of their
audience. Brands must consider these demographic factors when designing their influencer
marketing strategies to ensure they effectively reach and engage different consumer
segments.
Following that, the landscape of social media is constantly evolving, and
influencers must adapt to these changes to maintain their relevance and effectiveness. As
new platforms emerge and user preferences shift, influencers need to stay current with
trends and adjust their strategies accordingly. This ongoing evolution presents both
opportunities and challenges for brands and marketers, who must continuously assess the
effectiveness of their influencer partnerships and adapt their approaches to align with the
latest developments in social media and consumer buying behavior (Serman & Julian,
2020; Singco, Lopez, & Cabauatan, 2023).
In the same manner, advertising has evolved from solely promoting products to
playing a complex role in society by evoking emotions, sparking discussions, and
influencing consumer buying behavior through creative means (Kaser, 2012). With the rise
of social media platforms like Facebook, Twitter, WhatsApp, and Instagram, traditional
advertising methods are being replaced by digital engagement, where social media
influencers now hold significant sway over consumer decisions (Nuseir, 2020; McCarthy,
2017). Aside from this, influencers, seen as credible and trustworthy, particularly among
younger audiences, shape perceptions of brand value and consumer satisfaction by sharing
personal experiences and opinions (Berger & Keller, 2016; Kumar et al., 2023). This
interactive nature fosters direct engagement, making their recommendations highly
persuasive (Talaverna, 2015). Studies indicate that consumers increasingly rely on social
media content and influencers' opinions when making purchasing decisions, highlighting
the need for businesses to adapt their marketing strategies to leverage this growing
influence (Taylor et al., 2011; Enke & Borchers, 2021). To enhance future research,
expanding the number of respondents and exploring cultural differences could provide
deeper insights into how influencers impact consumer buying behavior across diverse
audiences (Soria, N. J., 2024).
Likewise, social media has become crucial for marketing, offering a platform to
promote brand-related content (Jami Pour et al., 2021). The pandemic reinforced its role in
daily life, as people used it for news, socializing, and entertainment (Dollarhide, 2023).
Instagram, initially a social platform, is now a key marketing tool, helping brands grow
their presence and engagement (Pick, 2021; Belanche et al., 2020). With the rise of social
media users, "social media influencers" have emerged, giving product feedback and
earning profit through brand partnerships (Hani et al., 2022). However, while influencer
marketing has been widely studied, gaps remain in understanding purchasing intentions
and influencer impact. Previous research has often focused on broader age groups and
variables like mental well-being, brand loyalty, and attitude (Staniewski & Awruk, 2022;
Balakrishnan et al., 2014; Abzari et al., 2014). Few studies have examined how physical
attractiveness, opinions, or follower count affect consumer buying behavior, or how
Instagram influencers impact purchasing intentions (Masuda et al., 2022; Farivar & Wang,
2022; Sun et al., 2021; ) (Dimayuga et al., 2024).

Moving forward, celebrity endorsements, which began in the 1760s and gained
popularity in the late 1800s, are now a common marketing strategy (Morrison, 2017). This
study focuseds on how celebrity endorsements affect the buying behavior of College of
Business Administration students at the Polytechnic University. It examineds how
demographic factors like age, gender, and income, along with celebrity traits such as
expertise, trustworthiness, and likeability, influence consumer perceptions. Theories like
source credibility and attractiveness suggest celebrities can impact behavior through their
expertise and appeal (Pallavicini, year; Till & Busler, 1998). In addition, prior research
shows that well-known, attractive celebrities enhance product recall and influence
purchases. Using surveys, this study will assessed these effects in the Philippine context,
exploring how demographics shape responses to endorsements. Findings weare expected
to confirm that celebrity traits like expertise and likeability strongly influence consumer
buying behavior, particularly in TV ads (Banzuelo, et al., 2019).
On a similar note, social media has become a dominant marketing tool, with
companies leveraging platforms to engage consumers who use them for product
comparisons and reviews (Frost & Strauss, 2016; Mason et al., 2021). The rise of social
media influencers has transformed advertising by providing more relatable and authentic
endorsements compared to traditional media (Canhoto et al., 2015; Octaviana & Susilo,
2021). Moreover, iInfluencers effectively impact consumer perceptions and purchase
intentions through their credibility and relatability, a phenomenon explained by social
learning theory (Bandura & Walters, 1963; Drummond et al., 2020). Their attractiveness
and fit with the product are key factors in their effectiveness (Joseph, 1982; Kahle &
Homer, 1985). Research by Lim et al. (2017), Fred (2015), and Laksamana (2018)
underscoreds the significant influence of social media influencers on consumer buying
behavior and purchasing decisions (Dalangin et al., 2021).
In the same way, digitalization has revolutionized access to information and
business, with social media becoming a key societal influence (Hagberg, Sundstrom, &
Egels-Zanden, 2016). In Indonesia, the fifth-largest internet user globally, 30% of the
population actively engages on platforms like YouTube, Facebook, and Instagram (Bales,
2016; Bintoro, 2018). Social media influencers, from celebrities to everyday users, shape
consumer buying behavior and brand perceptions (Foong & Yazdanifard, 2014).
Companies use influencers to boost brand awareness and sales, especially among
millennials and Gen Z (Chi, Yeh, & Tsai, 2011). Influencers with high credibility
significantly impact consumer attitudes and purchase intentions (Lee, 2017). This study
examineds how social media influencers affect beauty product purchases in Indonesia and
the mediating role of brand image (Nurhandayani et al., 2019).
In particular, when it comes to celebrity endorsement, it is the influence of the
recognition and fame of a person in society based on social media interest, which influences
the consumer buying behavior and positive view of a brand (Felix & Bacani, 2022). The
power of a product backed by a renowned public figure was strong in the past and continues
to be influential currently. A non-celebrity is a person who lacks popularity and is picked
by an organization based on the existing market segment (Caytilez & Go, 2022). Non-
celebrity sponsors are individuals appointed to market a service, good, or aim but lack
celebrity credits. Furthermore,And celebrity endorsers are seen to have a direct influence
on consumer buying behavior due to their trustworthiness and appeal, as is the case with
non-celebrity endorsers with distinct customer segments, especially in the new landscape
of social networking (Simbilio, & Solares, & Iban, 2022).
Besides that, people constantly strategize the best possible ways of spreading
information, including blogging and social media platforms. Thanks to these efforts,
influencers emerged as information circles or fields that link brands and potential
consumers. (Amagsila & Cadavis, 2022). Recently, influencer marketing has significantly
gained momentum and is deemed the basis of social media success. Indeed, the social
media landscape has witnessed an unequaled shift, with the digital age better
interconnected than ever before. Influencers play a central role in such networks by
creating brand narratives that engage consumers and assist memorable experiences,.
cConsidering the popularity of Facebook, YouTube, and Instagram, which have
significantly reshaped digital marketing, especially TikTok (Callueng & Manio, 2022).
Finally, the blog was a fundamental component that catalyzed these communities
to expand the possibility to create and share user generated content. It represents an internet
site that contains various entries, chronologically arranged and regularly updated with fresh
content on particular topics (Maderazo & Rivero, 2024). In terms of impressionable minds
and unrestrained access to content, most children encounter moral and psychological
dangers due to their user generated entry and access. And in the most recent years, the
quickly advancing digital landscape has discovered an unequaled flow in the creation of
various content genres. Because the audience often relates their emotions and experiences,
the amount of video blog platform users has continuously increased (Zara & Balanay,
2024).
As a concluding point, the credibility of vloggers and the influencers of social
media vlogs on food selections are significantly connected. In this relationship, credibility
increases taste, cost, convenience, variety, self-expression, and well-being factors (Angel
& Puzon, 2023). In addition, the data also shows a strong link between trustworthiness,
expertise, attractiveness, and the impact of social media vlogs on food choices. They
provide comprehensive representations of their food encounters, attributing it to the taste,
standards, and display of their cuisine. Their elaborate nature, especially in selecting and
presenting food, allows them to differentiate the meals and their attributes, which helps
consumers to make informed dietary choices. They also consider other critical facets like
environment, services, and costs, which enhance their credibility in consumers' nutritional
selections (Dayrit & Briol, 2023).

III. CONCEPTUAL FRAMEWORK
INPUT
• The study collected data from students in Grades 7
to 12 at St. Mary’s Academy of Caloocan City to
measure how social media influencers affected their
buying behavior. Data was gathered using surveys
that focused on influencer credibility and content
impact.
PROCESS
• Surveys were given to students from each grade
level to find out how social media influencers
impact their purchasing choices. The responses were
analyzed to compare the level of influence across the
different grades.
OUTPUT
• The study identified which grade level was most
influenced by social media influencers and
developed a course outline on consumer buying
behavior along with the importance of responsible
consumer education.
Figure 1. Conceptual Paradigm of the Study
The figure showsed the cConceptual fFramework (Input-Process-Output) of the
study. The main goal of the researchers was to compare and identify which grade level
among Grades 7 to 12 at St. Mary’s Academy of Caloocan City was most influenced by
Filipino social media influencers. Furthermore, data collection involved administering
survey questionnaires to students across these grades to assess the impact of social media
influencers on their buying behavior. Once the surveys were collected, the data was
analyzed and interpreted to ascertain the level of influence on each grade. Finally, the
output of the study was a course that outlined the key factors influencing consumer buying
behavior. Through this course outline, educational institutions could design awareness
programs or integrate it into their curriculum, aiding their students in understanding the
impact of social media on consumer buying behavior and promoting smarter, data-
informed decision-making, making the students responsible consumers in this era.
IV. STATEMENT OF THE PROBLEM
The primary goal of this research wais to determine which grade level—7, 8, 9, 10,
11, or 12—at St. Mary’s Academy of Caloocan City is most influenced by Filipino social
media influencers. To achieve this goal, the study soughteeks to address the following key
questions:
1. Do social media influencers impact the buying behavior of students in Grades 7, 8, 9,
10, 11, and 12 at St. Mary’s Academy of Caloocan City?
2. What specific aspects of social media influencer content most significantly affect the
buying behavior of students in each grade?
3. Which grade level demonstrates the highest level of influence from Filipino social
media influencers in their buying behavior?

V. SIGNIFICANCE OF THE STUDY
Social media influencers significantly impact consumer choices, especially among
younger audiences. This study explores how influencers affect different grade levels,
offering key insights into consumer buying behavior and marketing strategies. Also, this
will help businesses to determine the most affected grade levels, enabling more targeted
campaigns. Moreover, the research also explains how social media influences teenagers'
buying behavior, which is crucial for brands engaging in this demographic. Additionally,
it provides a deeper understanding of the evolving digital marketing landscape and helps
create responsible, impactful strategies. The following groups will gain from this research:
Students - Understanding how social media influencers affect their buying behavior can
help students to make more informed and critical choices, reducing impulsive purchases
influenced by online personalities.
Parents and Educators - Insights from this study will help them better support students
by providing guidance on managing social media influences and making thoughtful
consumer choices.
Marketers and Business Owners - The findings will enable them to design more precise
marketing strategies, focusing on the grade levels most receptive to influencer campaigns.
Future Researchers - This research offers a foundational model for exploring social
media’s effects on different demographics, paving the way for further investigations into
digital influence and consumer buying behavior.

VI. SCOPE AND DELIMITATIONS
The study intendeds to know which grade level—7, 8, 9,10, 11, or 12—at St.
Mary’s Academy of Caloocan City (SMACC) is most influenced by Filipino social media
influencers. The respondents for this research included students from Grades 7 to 12 at
SMACC for the academic year 2024. The results weare intended to provide insights into
the differential influence of social media on various grade levels, which could be valuable
for developing targeted marketing strategies. The sample wais limited to grade 7 to 12
students from a single institution, which may not fully represent the broader high school
population across different schools or regions. Additionally, the reliance on self -reported
data from questionnaires may introduce biases or inaccuracies in the responses. The
research also didoes not consider variations in influencer types or social media platforms,
which could affect the generalizability of the findings. This is due to the scope of the study
only focusing on the influence of social media influencers themselves, and not specifically
the types of social media influencers or platforms. Lastly, the study wais limited to a
specific academic year, meaning the results might not capture long-term trends or shifts in
social media influence.
VII. DEFINITION OF TERMS
Influence- This term refers to how Filipino social media influencers impact students'
buying behavior, assessing their role in shaping consumer decisions through social media
endorsements.
Filipino Social Media Influencers- Central to the study, these influencers on platforms
like Instagram, TikTok, and YouTube affect students' buying behavior with their relatable
and trustworthy content.
Comparative Study- This approach examines the influence of Filipino social media
influencers on the buying behavior of Grade 7 to 12 students, identifying differences and
determining which grade is most affected.
Consumer Buying Behavior- The study investigates how influencer recommendations,
product reviews, and lifestyle portrayals shape the purchasing preferences of Grade 7 to 12
students at St. Mary’s Academy.
Digital Marketing- It rRefers to promoting products and services using online platforms
and tools, such as social media and search engines, to engage consumers and drive sales.
Traditional Marketing- It iInvolves promoting products and services through non-digital
channels like print media, television, radio, direct mail, and outdoor advertising.
Marketing Strategies- These are plans and approaches businesses use to reach their target
audience, enhance brand visibility, and influence consumer buying behavior through
various tactics.
Demographic Profile- It dDetails the characteristics of a population, such as age, gender,
education, and income, influencing their consumer buying behavior and attitudes.
Likert Scale- It is aA survey tool used to measure attitudes or opinions by asking
respondents to indicate their level of agreement or disagreement with statements.

T-test- A t-test is a statistical test that checks if the means of two groups differ significantly,
especially in small samples. Key types include independent, paired, and one-sample t-tests.
T-test value- The t-test value, or t-value, shows how much difference there is between two
group means compared to the data’s variability. A high t-value suggests a meaningful
difference, while a low t-value suggests the difference may be due to chance.
Standard Deviation- It is aA measure of how spread out or different the values are in a
set of data. If the data points are close to the average (mean), the standard deviation is
small. If the data points are more spread out, the standard deviation is large.
CHAPTER 2
METHODOLOGY
I. RESEARCH LOCALE
The researchers conducted the research study at St. Mary’s Academy of Caloocan
City, Madre Ignacia Avenue, Grace Park, Caloocan City. St. Mary’s Academy of Caloocan
City is a private educational institution located in Caloocan City, Philippines. Founded
with a commitment to providing quality education, the academy offersed a range of
academic programs from basic education to senior high school. Known for its focus on
holistic development and academic excellence, the school emphasizesd values-based
education and community involvement, aiming to prepare students for both higher
education and responsible citizenship.
II. RESEARCH DESIGN
This study used a comparative quantitative research design to gather and analyze
numerical data. The focus was on comparing how Filipino social media influencers
affected the buying behavior of students in Grades 7, 8, 9, 10, 11, and 12 at St. Mary’s
Academy of Caloocan City (SMACC) and which grade level was the most influenced. A
comparative study was the most suitable research design because it enabled the systematic
examination of differences and similarities between groups—in this case, students across
Grades 7 to 12. This design allowed for a clear understanding of which grade level was
most affected by social media influencers and how their consumer behaviors varied.
III. RESEARCH INSTRUMENT
The researchers created an online survey using Google Forms, with a 4-point Likert
scale. The survey, titled “Most Influenced Grade Level by Filipino Social Media
Influencers: A Comparative Study of Consumer Buying Behavior Among Grades 7 to 12
SMACC Students, 2024,” was used to collect data. The questions were based on the study’s
Statement of the Problem (SOP) and were distributed to Grades 7 to 12 students. The goal
was to determine which grade level was most influenced by Filipino social media
influencers and to compare how they impacted the students' buying behavior.
IV. RESPONDENTS OF THE STUDY
The chosen respondents were Grade 7, 8, 9, 10, 11, and 12 students from St. Mary’s
Academy of Caloocan City, ages 12 to 19. The researchers chose the group of respondents
to be questioned from different grade levels which were the Grade 7-Our Lady of Loreto,
Grade 7-Our Lady of Lourdes, Grade 8-Our Lady of Mount Carmel, Grade 8-Our Lady of
Manaoag, Grade 9-Our Lady of Peñafrancia, Grade 9-Our Lady of Peace and Good
Voyage, Grade 10-Our Lady of Piat, Grade 10-Our Lady of Pillar, Grade 11-Our Lady of
Salvation, and Grade 12-Our Lady of Holy Rosary. This selection was made because these
students were highly engaged with social media platforms—according to an article by
Business Insider (year), which made them ideal respondents for understanding the
influence of social media on consumer buying behavior. Their active presence on social
media provided valuable insights into how online trends and influencers affected their
buying behavior, making them a representative group for this study.

V. DATA GATHERING PROCEDURE
The study was conducted at St. Mary’s Academy of Caloocan City, where the
researchers implemented a structured data collection process. First, a consent form,
approved by the research adviser, was distributed to ensure ethical approval and
respondents’ agreement. Following consent, a set of questionnaires was distributed using
Google Forms to students from Grades 7 to 12. The questionnaire was designed to capture
detailed insights into the impact of social media influencers on students’ buying behavior.
Additionally, the researchers utilized the Review of Related Literature to support the
data/information gathered. Following data collection, the researchers analyzed and
interpreted the results using tables and corresponding percentages (%) to present a clear
picture of the impact of social media influencers on the buying behavior of students across
the different grade levels. The aim was to identify and compare the influence of social
media influencers across the different grade levels, providing a clear und erstanding of their
effect on the buying behavior of students in Grades 7 to 12.
VI. STATISTICAL TREATMENT
The data gathered in the survey was recorded, analyzed, and interpreted. The
following formulas were employed for the statistical treatment of this study:
1. A t-test was employed by the researchers to determine whether there was a significant
difference in the influence of Filipino social media influencers on consumer buying
behavior among Grades 7 to 12 students of SMACC in 2024. The t-test was conducted
15 times (Grade 7 vs Grade 8, Grade 7 vs Grade 9, Grade 7 vs Grade 10, Grade 7 vs

Grade 11, Grade 7 vs Grade 12, Grade 8 vs Grade 9, Grade 8 vs Grade 10, Grade 8 vs
Grade 11, Grade 8 vs Grade 12, Grade 9 vs Grade 10, Grade 9 vs Grade 11, Grade 9 vs
Grade 12, Grade 10 vs Grade 11, Grade 10 vs Grade 12, Grade 11 vs Grade 12). The t -
test was appropriate for comparing the means of two independent groups to see if there
was a statistically significant difference in their buying behavior.
T-Test Formula
𝑥̅ 1 and 𝑥̅ 2 are the observed mean scores of the two groups (1 st and 2nd sample).
𝑆𝑝 the pooled standard deviation, which is a combined measure of spread
for the two samples.
𝑛1 and 𝑛2 are the sample sizes of the two groups (1st and 2nd sample).
Mean/Average Formula in Excel
=AVERAGE(number1, [number2], …)
Standard Deviation Formula in Excel
=STDEV.S(number1, [number2], …)
Basis/Range for Mean

CHAPTER 3
RESULTS AND DISCUSSION
The purpose of this chapter is to present and discuss the results of the study,
addressing the research questions articulated in the statement of the problem outlined in
Chapter I. This section provides a thorough analysis and interpretation of the collected data,
aiming to offer valuable insights into the key aspects explored throughout the research
process.
SOP#1 FINDINGS- Social media influencers have an impact on the buying behavior
of students in Grades 7, 8, 9, 10, 11, and 12 at St. Mary’s Academy of Caloocan City
Table 1.
Descriptive statistic of mean value to items measuring the level of impact the Filipino
social media influencers has to the consumer buying behavior of Grades 7-12
The data in Ttable 1 shows the findings that indicate that Filipino social media
influencers have a moderately high impact on the buying behavior of Grades 7 to 12

students at St. Mary’s Academy of Caloocan City, with varying levels of influence across
grade levels. Using a 4-point Likert scale, responses highlighted that students often agree
influencers affect their purchasing decisions, from endorsing products to influencing
perceptions of quality and driving interest through giveaways and promotions. The terms
"Moderate Low Impact" and "Moderate High Impact" describe the extent of this influence,
with "Moderate Low Impact" indicating a lower but noticeable level of influence, and
"Moderate High Impact" reflecting a higher level of influence. Grade 12 students showed
the highest influence with a mean of 2.85, followed by Grade 9 (2.74), Grade 10 (2.69),
Grade 8 (2.67), and Grade 7 (2.57), while Grade 11 showed the lowest influence at 2.40,
interpreted as moderate low impact. Overall, the study’s mean score of 2.65 reflects a
moderately high influence, highlighting the growing role of social media influencers in
shaping consumer behavior among students.

SOP#2 FINDINGS- The Specific Aspects of Social Media Influencer Content That
Most Significantly Affect the Buying Behavior Students In Each Grade Is Expertise
And Visual Appeal.
Table 2.
Statistics of Mean Value Per Category A, B, And C For Grades 7 To 12 Measuring the
Specific Aspects That Significantly Affect the Consumer Buying Behavior
MEAN PER CATEGORY

Group Content Trust & Expertise and
Impact & Credibility Visual Appeal
Type
Grade 7 2.64 2.69 2.81
Grade 8 2.67 2.72 2.83
Grade 9 2.67 2.70 2.81
Grade 10 2.66 2.70 2.81
Grade 11 2.65 2.70 2.81
Grade 12 2.68 2.71 2.82
Overall Mean Per 2.66 2.70 2.82

Category:
The data in Table 2 examines the average mean per category—Content Impact &
Type, Trust & Credibility, Expertise, and Visual Appeal—to identify which aspects of
social media influencer content most affects the buying behavior of students across grade
levels. Key factors influencing consumer behavior include Content Impact & Type, which
refers to the persuasive nature of engaging posts, videos, and stories; Trust & Credibility,
or the confidence in the influencer’s recommendations, such as a fitness influencer building
trust through accurate health tips; Expertise, which highlights specialized knowledge, like
a licensed cosmetologist’s authority in beauty tutorials; and Visual Appeal, involving high-
quality, aesthetically pleasing content. The findings show that Expertise and Visual Appeal
(Category C) have the highest mean across all grade levels, suggesting they most
significantly impact student buying behavior, while Content Impact & Type (Category A)
has the lowest mean, indicating less influence. Trust and Credibility have a mean of 2.70,
placing them between the other two categories. Using a mean range interpretation, the
findings reveal that the overall means—2.66 for Content Impact & Type, 2.70 for Trust &
Credibility, and 2.82 for Expertise and Visual Appeal—indicate a moderately high
influence, emphasizing the varying degrees to which these factors shape consumer
behavior.
SOP#3 FINDINGS- The gGrade lLevel that demonstrates the highest level of
influence from Filipino social media influencers in their buying behavior is the Grade
12.
Table 3.
Descriptive Statistics of Mean, Standard Deviation, aAnd Sample Size Per Grade Level
Measuring the Grade Level tThat Demonstrates the Highest Level of Influence
Grade Mean Standard Interpretation

Level Deviation (SD)
Grade 7 2.38 0.84 Moderate Low Level of Influence
(FIFTH HIGHEST)
Grade 8 2.63 0.83 Moderate High Level of Influence
(SECOND HIGHEST)
(THIRD HIGHEST)
(FOURTH HIGHEST)
Grade 11 2.06 0.83 Moderate Low Level of Influence
(LOWEST)
(HIGHEST)
Overall 2.48 Moderate Low Level of Influence of all
Mean: Grade Levels
The data in Table 3 presents the mean scores, standard deviations, and sample sizes
for each grade level to assess the influence of Filipino social media influencers on students'
buying behavior. The Mean Range Interpretation table categorizes influence levels as
follows: "Low" (1.00–1.74), "Moderate Low" (1.75–2.49), "Moderate High" (2.50–3.24),

and "High" (3.25–4.00). According to these criteria, Grade 12 shows the highest influence
level, with a mean score of 2.65 and a standard deviation of 0.84, indicating a "Moderate
High" level of influence. This suggests that Grade 12 students are the most affected by
social media influencers in their buying decisions. Grade 8 follows closely with a mean
score of 2.63, also classified as "Moderate High," suggesting a strong influence on this
grade level. Grades 9 and 10 have similar influence levels, with mean scores of 2.58 and
2.55, respectively, both falling under "Moderate High." In contrast, Grade 7, with a mean
score of 2.38, is classified as "Moderate Low," indicating lower influence. Grade 11 has
the lowest level of influence, with a mean score of 2.06, also in the "Moderate Low" range,
suggesting that Grade 11 students are the least influenced by social media influencers. The
overall mean score across all grade levels is 2.48, interpreted as "Moderate Low," showing
a general but varied influence of social media influencers on students’ buying behavior
across different grades. In addition, sStudents' responses within each group exhibit small
variability, as indicated by the sStandard dDeviation (SD), which ranges from 0.83 to 0.84
across all grade levels. This demonstrates that there were no notable variations in the way
students in the same grade perceived the influence of social media.

Table 4.
Statistics of the T-test Values for Comparison Analysis Measuring the Difference on the
Level of Influence of Each Levels
Comparison T-Test Value

Grade 7 vs Grade 8 - 1.22
Grade 7 vs Grade 11 1.11
Grade 9 vs Grade 12 -0.11
The Table 4 above shows the t-test values which indicate the level of difference of
the comparisons pertaining to the influence of Filipino media influencers on the buying
behavior across various grade levels (Grades level 7-12) in the school. From the presented
information, the researchers observed that there is a balanced comparison across grade
levels having a t-value lower than ±2, which indicates only a slight difference with their
level of responsiveness to influencer-driven content on various social media platforms. The
highest influence that is observed is Grade 8 vs Grade 11, with a t-test value of 2.03,
indicating the highest difference in their level of influence among all comparisons. Other
comparisons indicate slightly high differences in influence levels: Grade 10 vs Grade 11
with a t-test value of 1.32, Grade 11 vs Grade 12 with a t-test value of 1.22, Grade 9 vs
Grade 11 with a t-test value of 1.21, Grade 7 vs Grade 11 with a t-test value of 1.11. For
the moderate level of differences, these are: Grade 8 vs Grade 10 with a t-test value of 0.43,
Grade 8 vs Grade 9 with a t-test value of 0.28, Grade 10 vs Grade 12 with a t-test value of
0.12, and Grade 9 vs Grade 10 with a t-test value of 0.10. Another comparison is: the Grade
8 vs Grade 12 with a t-test value of -0.10, and Grade 9 vs Grade 12 with a t-test value of -
0.11, indicates a slightly low level of differences. Additional comparisons are Grade 7 vs
Grade 10 with a t-test value of -0.87, Grade 7 vs Grade 9 with a t-test value of -1.06, and
Grade 7 vs Grade 8 with a t-test value of -1.22, suggesting a low level of differences. While
the lowest level of differences is the Grade 7 vs Grade 12 comparison, that indicates very
minimal differences in their level of influence.

CHAPTER 4- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
In this chapter, the summary of the data that emerged from the survey is presented.
Furthermore, the purpose of this chapter is to present the conclusions of the study and the
recommendations that could benefit specific groups.
I. SUMMARY
To summarize the quantitative study on the most influenced grade level by Filipino
social media influencers, the research aimed to identify which among the six grade levels
at St. Mary’s Academy of Caloocan City exhibited the highest level of influence regarding
Filipino social media influencers and their consumer buying behavior. The study showed
that Filipino social media influencers had a moderate impact on the buying behavior of
Grades 7 to 12 students at St. Mary’s Academy of Caloocan City because they most
strongly agreed with statements about influencers affecting their buying behavior. Grade
12 students were the most influenced (mean: 2.65), followed by Grades 8, 9, and 10, while
Grades 7 and 11 were less affected. Among the factors studied, Expertise and Visual
Appeal had the most influence, while Content Impact & Type had the least. Differences in
influence between grade levels were small, with Grade 8 and Grade 11 showing the biggest
gap. Overall, social media influencers played a significant role in students’ buying
behavior.
The findings of this study hold great significance as social media influencers
significantly impact consumer choices and buying behavior, especially among younger
generations like the Gen Z. This study provides valuable insights into how influencers
affect different grade levels, helping businesses determine which grade levels are most
impacted and allowing for more targeted marketing campaigns. It also sheds light on how
social media influences teenagers' buying behavior, which is crucial for brands engaging
with this demographic. Furthermore, the study deepens our understanding of the evolving
digital marketing landscape, providing a foundation for creating responsible and impactful
marketing strategies.
RRL's that support the findings are from Castillo, Jaramillo, and& Sy (2022) and
Mishra and& Ashfaq (2023), which show that social media influencers affect young
people's buying behavior, especially through their expertise and visual appeal. Influencers
gain trust by making content that feels real and relatable, which leads to stronger
purchasing decisions, as supported by Serman and& Julian (2020) and Singco, Lopez,
and& Cabauatan (2023). Additionally, the small differences in influence between grade
levels suggest that younger students are more easily influenced, but they also care more
about whether the content feels authentic, as noted by De La Luna et al. (2024). Moreover,
the continued importance of social media platforms in influencer marketing is supported
by Taylor et al. (2011) and Nuseir (2020), which show that influencers have a big impact
on students' buying behavior.
II. CONCLUSION
The study concludes that Filipino social media influencers have an impact on the
buying behavior of Grades 7-12 in St. Mary’s Academy of Caloocan City, with varying
levels of influence across different grade levels and significant differences among
comparisons. The data reveals that Grade 12 students are the most influenced grade level,
as indicated by the highest mean value of 2.65. This suggests that they are highly
responsive to social media content. On the other hand, the Grade 11 students show the least
influence with a mean value of 2.06. This suggests that they are not likely to be influenced
by Filipino social media influencers in their buying behavior. Further analysis of specific
aspects of influencer content reveals that expertise and visual appeal have the highest mean
values across all grade levels, indicating a highly significant impact on the consumer
buying behavior of students. This means that respondents are more likely to be persuaded
or influenced by content that leans more on the expertise of the influencer and the visual
appeal of the content or video. In contrast, content impact and type are less influential,
while trust and credibility play a moderate role in shaping the consumer buying behavior
of the respondents. Overall, the research highlights a varied influence across grade levels,
with notable differences observed in certain comparisons. This suggests that while Filipino
social media influencers have a pervasive impact on the consumer buying behavior of
respondents, the level or degree of influence can differ significantly based on grade level
and content type. These findings provide valuable insights for marketers and educators
aiming to understand and leverage social media influence on young consumers.
III. RECOMMENDATIONS
The data gathered from this study wereill be used for recommendations to benefit
influencers, business owners, and consumers/students, aiming for higher product quality
purchases, better decision-making, and increased sales. Future researchers will also gain
from the findings of this study.
For the Influencers/Business Owners
Promoting authenticity and openness in their marketing techniques is advised for
influencers and entrepreneurs. Influencers should no't just prioritize making money;
instead, they should concentrate on establishing trust by promoting goods that reflect their
ideals and personal experiences. In addition, company owners should develop marketing
strategies that emphasize the ethical standards, affordability, and quality of their goods to
attract socially conscious customers. Also, working together with consumer education
initiatives on responsible consumption may also increase their legitimacy and have a
favorable impact on consumer buying behavior. Long-term success ultimately depends on
building a relationship of mutual trust and benefit with their audience.
For Students/Consumers
When consumers are exposed to social media content that promotes goods or
services, they are encouraged to develop critical thinking abilities, especially students.
They ought to assess the credibility of influencers and think about if the products being
promoted suit their own demands and wants. Furthermore, to retain financial discipline,
one must engage in responsible consumption by putting essentials first and refraining from
impulsive purchases. Students are also recommended to support companies that maintain
sustainable and equitable practices by considering the ethical ramifications of their

purchasing decisions. Lastly, to guarantee well-informed choices, parents or mentors
should be consulted before making big purchases.
For Future Researchers
Future researchers arewill be encouraged to utilize this research to get an idea of
the influence of Filipino social media influencers on the buying behavior of varying grade
levels and will use it as a guide when they conduct their own research. The data acquired
wereill be used to validate findings compared to this study. Future researchers are also
encouraged to expand this study by exploring additional variables that may influence
consumer buying behavior, such as socioeconomic status, parental influence, or exposure
to traditional media by applying the mMixed mMethod approach to further deepen the data
and information gathered from this study. Comparative studies involving students from
other schools or regions could provide a broader perspective on the impact of Filipino
social media influencers across diverse demographics. Incorporating qualitative methods,
such as interviews or focus groups, may offer deeper insights into the motivations behind
students' buying decisions. Researchers could also examine the long-term effects of social
media influence on consumer habits to identify trends over time. Finally, future studies
may focus on specific product categories or types of influencers to better understand their
roles in shaping purchasing behavior.

REFERENCES:
Amagsila, F., Cadavis, E. M., Callueng, J. P., & Manio, J. R. (2022). The Impact of
Influencer Marketing on Consumers’ Brand Perception of Travel
Applications. Journal of Business and Management Studies, 4(2), 241–255.
https://doi.org/10.32996/jbms.2022.4.2.19
Angeli, J., Puzon, O., Dayrit, J. S., & Zarate, J. G. (2023). An Analysis of the Impact of
TikTok Affiliate Videos on Gen Z’s Consumer Behavior and Purchase Intention.
ResearchGate.
https://www.researchgate.net/publication/377373072_An_Analysis_of_the_Impact
_of_TikTok_Affiliate_Videos_on_Gen_Z%27s_Consumer_Behavior_and_Purcha
se_Intention
Bacani, et al. (2024). Comparative Analysis of Celebrity and Non-Celebrity Concealer
Endorsers on Consumer Purchasing Intention. Ignatian International Journal for
Multidisciplinary Research. https://doi.org/10.17613/v1wy-k405
Banzuelo, E., Diez, C., Dimaano A., & Nartea M. (2019, December). The Impact of
Celebrity Endorsements in The Consumer Buying Behaviour Among the College of
Business Administration Students in The Polytechnic University of The
Philippines. https://thinkindiaquarterly.org/index.php/think-
india/article/view/10333/6055
Castillo, R. A., Jaramillo, C. Z., & Sy, L. (2022). The effectiveness of social media
influencers in the cosmetic and skincare industry to the purchase intention of the
generation Z Filipinos. Journal of Business and Management Studies, 4(2), 180–
191. https://doi.org/10.32996/jbms.2022.4.2.14
Dalangin, J. J. G., Arthur, J. M. M., Salvador, J. B. M., & Bismonte, A. B. (2021,
November). The impact of social media influencers purchase intention in the
Philippines. Jurnal Studi Komunikasi. 5(3), 551–568/
https://doi.org/10.25139/jsk.v5i3.3708
De La Luna, R. G., Apana, A. J. A., Aure, I. C. D., Catapang, J. S., Galut, S. J. A.,
Punongbayan, H. B., & Mangarin, J. A. (2024). Filipino Tiktok Influencers And
Purchasing Behavior of Young Professionals. https://philpapers.org/rec/DELFTI-
Dimayuga, et al. (2024, July 17). A Correlational Study on The Effects of Instagram
Influencer Marketing on Purchasing Intentions of Grade 12 ABM Students in
Manila. https://zenodo.org/records/12755560
Estrada, D. (2024). Online Shopping Platforms’ Influence in Consumer Behavior.
Ignatian International Journal for Multidisciplinary Research.
https://doi.org/10.17613/hzr9-z966
Maderazo, L., Rivero, C., Zara, B. (2024, July). Food Vloggers Credibility as Social
Media Influencers on Consumer Food Selection. Research Gate.
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DIBILITY_AS_SOCIAL_MEDIA_INFLUENCERS_ON_CONSUMER_FOOD_
SELECTION?enrichId=rgreq-ce68e5e8abd77d67c99f8c83b1b4dff5-
XXX&enrichSource=Y292ZXJQYWdlOzM4MTg1MTgwNDtBUzoxMTQzMTI4
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Mishra, S., & Ashfaq, R. (2023, August 1). Influencer Impact: Examining the effect of
influencers on consumer behaviour and purchase decisions. Journal of Production,
Operations Management and Economics.
https://journal.hmjournals.com/index.php/JPOME/article/view/2470/2346
Nurhandayani, A., Syarief, R., & Najib, M. (2019, December 1). The Impact of Social
Media Influencer and Brand Images to Purchase Intention. Jurnal Aplikasi
Manajemen. https://jurnaljam.ub.ac.id/index.php/jam/article/view/1510/1204
Serman, Z., & Sims, J. (2020, April 29). How Social Media Influencers Affect Consumers
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https://core.ac.uk/download/pdf/351022067.pdf
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https://oapub.org/soc/index.php/EJMMS/article/view/1655/2228
APPENDICES
I. SURVEY QUESTIONNAIRE
4-Point Likert Scale
Strongly Disagree Disagree Agree Strongly Agree
1 2 3 4
1. I agree that social media influencers affect my decision to purchase products.
2. I often find myself buying products recommended by social media influencers.
3. I think that social media influencers have a greater influence on my purchasing
decisions compared to traditional advertising methods.
4. I believe that endorsements from social media influencers affect my perception of a
product's quality.
5. I am likely to follow the purchasing advice of social media influencers when
considering new brands or products.
6. I often check the social media profiles of influencers before purchasing a product.
7. The influencer-sponsored giveaways and promotions attract me to buy their
recommended products.
8. The consistency of influencer recommendations is important in shaping my product
purchasing decisions.
9. The content quality of Filipino social media influencers (e.g., engaging videos,
informative posts) impact my buying behavior.

10. The product reviews and unboxing videos by Filipino social media influencers are
influential in my purchase decisions.
11. The relatability of Filipino social media influencers' content (e.g., similar lifestyle,
shared experiences) affect my decision to purchase a product they promote.
12. I value the personal experiences shared by Filipino social media influencers when
making purchasing decisions.
13. I trust the recommendations or endorsements made by social media influencers I follow
when deciding to purchase a product.
14. I am likely to follow a product recommendation from an influencer if they have
personally used it for an extended period.
15. The influencer’s ability to provide in-depth knowledge and insights into a product
makes me more confident to purchase.
16. The creativity and originality in the visual content of an influencer impact my
perception of the products they promote.
17. The influencer's expertise in demonstrating product usage and benefits influence my
decision to trust and purchase the product they promote.
18. I bought new products based on the recommendation made by Filipino social media
influencers.
19. The Filipino social media influencer’s opinion affects my decision in buying a
particular product.
20. I would consider a product after watching Filipino social media influencers endorse it.
21. I often feel encouraged to buy a product specifically because it is popularized by
Filipino social media influencers.
22. The Filipino social media influencers influence my choice of brands whenever I make
a purchase.
23. I value the influencers’ personal experience with a product over formal product
reviews when making purchase decisions.
24. The influencer’s recommendation influences my purchase of luxury or high-end
products.
25. I often actively search for Filipino social media influencers’ opinions when considering
a new product.
II. ANSWERED QUESTIONNAIRE

III. CONSENT LETTERS

IV. GRAMMARIAN’S CERTIFICATE

V. GRAMMARIAN’S CURRICULUM VITAE

CURRICULUM VITAE
Name: Iris B. Deocareza
Place and Date of Birth: Santa Cruz, Manila.
March 25, 2007
Religion: Catholic
Sex: Female
Address: #19 6th Avenue 4th street Between C-3 Brgy. 116
Caloocan City
Marital Status: Single
Telephone: 9302746
Nationality: Filipino
Email: irisdeocareza05@gmail.com
Education:
KIDS AT WORK LEARNING CENTER (2011-2012)
ST MARY’S ACADEMY OF CALOOCAN CITY (2013-PRESENT)
Awards:
• TOP 2 (2011-2012)
• WITH HONORS (2018)
• WITH HIGH HONORS (2019-2024)
Organizations:
• WRITER’S GUILD CLUB MEMBER (2024)

Name: Yunah Shashnei B. Enriquez
Place and Date of Birth: Malabon, December 9, 2007
Religion: Catholic
Sex: Female
Address: DMCI The Celandine A. Bonifacio, Balingasa, QC
Telephone: 09177730907
Email: yunahshashneienriquez@gmail.com
Education:
SAN LORENZO RUIZ PAROCHIAL SCHOOL (2012-2014)
STELLA MARIS COLLEGE (2015-2021)
ST. MARY’S ACADEMY OF CALOOCAN CITY (2022-PRESENT)
Awards:
• TOP 9 (2013)
• TOP 5 (2014)
• ACHIEVER (2015-2021)
• WITH HONORS (2022-2023)
• WITH HIGH HONORS (2024)
Organizations:
• WRITER’S GUILD CLUB MEMBER (2024)

Name: Aurealiza Frances N. Vicente
Place and Date of Birth: Chinese General
Hospital And Med. Center – 286 Blum. St.,
Cruz Manila / May 27, 2007
Religion: Catholic
Sex: Female
Address: 3 Zapote Street, West Bagong Barrio, Barangay 132, Caloocan City
Telephone: 09175731572
Email: afranves2007@gmail.com
Education:
ST. MICHAEL LEARNING CENTER INC (2013-2017)
ST MARY’S ACADEMY OF CALOOCAN CITY (2017-2024 PRESENT)
Awards:
NONE
Organizations:
• CULTURAL DANCE TROUPE ( 2018 – 2019 )

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St.

Mary’s Academy of Caloocan City 1

Most Influenced Grade Level by Filipino Social Media Influencers:

A Comparative Study of Consumer Buying Behavior

Among Grade 7 to 12 SMACC Students, 2024

A Research Proposal Presented to the Basic Education Department of

In Partial Fulfilment of the Requirements in Research 2

Mr. Bryan Lloyd D. Reyes

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

Table of Contents ……………………………………………………………………….2-3

CHAPTER 1 – INTRODUCTION AND REVIEW OF RELATED LITERATURE

II. Review of Related Literature …………………………………………………...8-16

III. Conceptual Framework …………………………………………..……………17-18

IV. Statement of the Problem ………………………………………..……………..…18

V. Significance of the Study …………………………………………………………19

VI. Scope and Delimitations ………………………………………………………….20

VII. Definition of Terms ………………………………………..………………….20-22

I. Research Locale ……………………………………………………………..…….23

II. Research Design ……………………………………………….…………….…….23

III. Research Instrument ……………………………………………..……………..….24

IV. Respondents of the Study ………………………………………..…………….…..24

V. Data Gathering Procedure ……………………………………….……………...…25

VI. Statistical Treatment …………………………………………..………….……25-26

CHAPTER 3 – RESULTS AND DISCUSSION

Results and Discussion……………………………………………………...………..27-34

CHAPTER 4 – SUMMARY, CONCLUSION, AND RECOMMENDATIONS

II. Answered Questionnaire…………………………………………...…..….….45-46

III. Consent Letters………………………………………………………….……….47

IV. Grammarian’s Certificate……………………………………………..…………48

V. Grammarian’s Curriculum Vitae…………………………………...……...…….49

willingly participated, contributing significantly to the research process. Lastly, the

that made this research possible.

Keywords: social media, consumer buying behavior, influencer, marketing

INTRODUCTION AND REVIEW OF RELATED LITERATURE

significant factors in influencing consumer buying behavior, particularly among

adolescents, representing an important shift from traditional methods of advertising to

digital marketing. Background information reveals that influencers, by taking advantage of

Cabauatan, 2023). Furthermore, social media influencers have become increasingly

influential in shaping consumer perceptions and purchasing decisions, particularly among

a study on EasyChair (year), influencers, through their perceived authenticity and

consumers. Therefore, understanding the role of influencers in shaping buying behavior

behavior of young consumers. By understanding how influencers affect students'

informed decisions, reducing susceptibility to manipulation. According to an article from

responsiveness to influencers. Certain demographics are more susceptible to influence,

making the success of an influencer campaign largely dependent on accurately targeting

become responsible consumers in a media-driven world. Moreover, the objectives of the

of students in Grades 7 to 12 at St. Mary's Academy in Caloocan City, to evaluate the

focus—focusing on empowering students through increased awareness and consumer

II. REVIEW OF RELATED LITERATURE

consumer engagement. Social media influencers have become important individuals in

Furthermore, influencers effectively shape cultural trends and consumer buying

skeptical of traditional marketing and prefer recommendations from trusted sources

powerful individuals of change in consumer culture (De La Luna et al., 2024).

In addition, the effectiveness of influencers depends on several factors, including

trustworthiness, expertise, and authenticity. Research has consistently shown that

trust the influencer's judgment and view their recommendations as reliable.

Moreover, content authenticity also plays a crucial role in maintaining an

influence. Therefore, maintaining a balance between personal engagement and

relationships with their followers (Castillo, Jaramillo, & Sy, 2022).

Following this, the platform on which influencers operate significantly impacts