Published February 27, 2024 | Version v3
Journal article Open

FILIPINO TIKTOK INFLUENCERS AND PURCHASING BEHAVIOR OF YOUNG PROFESSIONALS

Authors/Creators

  • 1. Immaculate Conception College of Balayan, Inc., Plaza Mabini, 4213, Balayan, Batangas, Philippines

Description

The traditional use of conventional media by businesses for audience targeting has shifted with the rise of influencer marketing, notably on platforms like TikTok, posing challenges in content adaptation and technological adaptation. Albert Bandura's Social Cognitive Theory examines factors shaping purchasing behavior, particularly relevant for young professionals. A quantitative correlational study focused on young professionals engaging with TikTok and influenced by Filipino TikTok creators, revealing education level as a key determinant of purchasing behavior. Extended TikTok engagement positively correlates with increased purchasing likelihood. Filipino TikTok influencers significantly impact young professionals' purchasing decisions, emphasizing the need for tailored marketing strategies targeting this demographic. Recommendations were provided for effective influencer and digital marketing strategies targeting young professionals.

Files

FILIPINO TIKTOK INFLUENCERS AND PURCHASING BEHAVIOR.pdf

Files (504.7 kB)

Additional details

References

  • Anagha, P., Antony, M., Antony, M., & Scaria, A. (2020). A Study on the Factors Affecting Online Shopping Among Young Professionals. International Journal on Emerging Technologies, 11(3), 253-256. ISSN (Print): 0975-8364, ISSN (Online): 2249-3255. Retrieved from https://A-Study-on-the-Factors-Effecting-Online-Shopping-Scaria-Antony/
  • Baclig, C. E. (2023, March 31). PH among most TikTok-crazed countries in the world | Inquirer News. INQUIRER.net. Retrieved from https://ph-among-most-tiktok-crazed-countries-in-the-world
  • Chan, F. (2022, July). A Study of Social Media Influencers and Impact on Consumer Buying Behaviour in the United Kingdom. International Journal of Business & Management Studies, 03(07), ISSN 2694-1430 (Print), 2694-1449 (Online). Retrieved from https://ijbms.net/assets/files/1659111546.pdf
  • Etrata, A. J., Araujo, C. J. G., Perater, K. a. S. D., & Quicho, A. M. V. (2022). Influence of TikTok video advertisements on Generation Z's behavior and purchase intention. ResearchGate. Retrieved from http://surl.li/qovnc
  • Hazra, A., & Gogtay, N. J. (2016). Biostatistics series module 5: Determining sample size. Indian Journal of Dermatology, 61(5), 496. Retrieved from https://doi.org/10.4103/0019-5154.190119
  • Jawahar, J. (2013). Consumer Attitude towards Cosmetic Products. Retrieved from http://surl.li/qovnh
  • Krasnova, H., Veltri, N., Eling, N., & Buxmann, P. (2017). Why Men and Women Continue to Use Social Networking Sites: The Role of Gender Differences. The Journal of Strategic Information Systems. 26. 10.1016/j.jsis.2017.01.004. Retrieved from https://www.sciencedirect.com/science/article/
  • Leeuwen, R. (2023).The Perceived Time Theft of TikTok: The Influence of Self-Assessed Social Media Addiction on the Accuracy of Estimating Time Spent on Social Media: A Study among TikTok Users. University of Twente Student Theses. Retrieved from https://essay.utwente.nl/96087/
  • Mathers N, Fox N. and Hunn A. (2007). Surveys and Questionnaires. The NIHR RDS for the East Midlands / Yorkshire & the Humber. Retrieved from http://surl.li/qovse
  • Pratap, A. (2017). "Effect of Demographic Factors on Consumer Behavior: Age, sex, Income and Education." Retrieved from http://surl.li/qovsg
  • Santiago, J. K., & Castelo, I. M. (2020). Digital influencers: An exploratory study of the influencer marketing campaign process on instagram. The Online Journal of Applied Knowledge Management, 8(2), 31–52. Retrieved from https://doi.org/10.36965/ojakm.2020.8(2)31-52
  • Sarstedt, M., & Mooi, E. (2014). Regression analysis. In Springer texts in business and economics (pp. 193–233). Retrieved from https://doi.org/10.1007/978-3-642-53965-7_7
  • Statista. (2023, June 14). Impact of social media influencers on consumer buying behavior Philippines 2023. Retrieved from https://www.statista.com/statistics/1202159/philippine-influencers-impact-on-purchasing/
  • Tao, H., Sun, X., Liu, X., Tian, J., & Zhang, D. (2022). The Impact of Consumer Purchase Behavior Changes on the Business Model Design of Consumer Services Companies Over the Course of COVID-19. Frontiers in Psychology, 13, Article 818845. Retrieved from https://doi.org/10.3389/fpsyg.2022.818845
  • Xiao-Ling, Z., Li, S., Burke, R. R., & Leykin, A. (2014). An examination of social influence on shopper behavior using video tracking data. Journal of Marketing, 78(5), 24–41. Retrieved from https://doi.org/10.1509/jm.12.0106