UNCOVERING THE IMPACT OF SOCIAL MEDIA INFLUENCER ENDORSEMENTS ON THE PURCHASE INTENTION OF COLLAGEN DRINKS

In the digital era, a kind of popularity has emerged: the social media influencers. Collagen drinks as an innovative alignment in the struggle for convenience in the era of immediate satisfaction and filtered perception. These products, which guaranteed to overtake the market because of the influence of social media influencers. The researchers were enthralled by this aspect, which led them to look into ways social media influencer endorsements are delivered on different platforms like Facebook, Instagram, TikTok, and so on. The aim and objectives of this study looked at the impact of three variables in social media influencers' endorsements on the purchase intention of collagen drinks in wider terms because numerous businesses are investigating this kind of approach to gather their consumers. The basis for this investigation was the Source Credibility Model. People between the ages of 18 and 55 who currently reside in Metro Manila and have watched an influencer endorse collagen drinks were surveyed for the study. Google Forms was used to distribute the survey, and analysis was done on the collected data. The results of the study indicate that three variables perceived expertise, perceived attractiveness, and perceived trustworthiness have an impact on the willingness for making an online purchase. This study found that the potential to purchase collagen drinks is strongly influenced by social media influencer endorsements. The goal of this study is to provide further information regarding social media influencer endorsement and advantages for marketing to academic institutions, business owners, and advertising professionals and students.