COLUMBAN COLLEGE, INC.

#1 Mt. Apo St., New Asinan, Olongapo City, Philippines 2200

Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

THE IMPACT AND INFLUENCE OF SOCIAL MEDIA INFLUENCERS IN THE DECISION

MAKING OF THE YOUTH: A QUALITATIVE RESEARCH

XAINA ALFANE, MARK JASON COLO, RICA MAE ELAYDA, JOHN JOSHUA P. OLI, SARAH
PIAZZANI
Columban College, Inc., Olongapo City, Philippines

===================================================================================================
Abstract
Social media influencers (SMIs) are
independent third party endorsers who use
social media networks to shape his or her
audiences. This research aims to known the
impacts and influence of social media
influencers on the decision making of the
youth. This study aims to know the main
reasons why does people rely their decision
making to their favorite SMIs, and to
understand the positive and negative impacts
and consequences of SMIs to the youth
decision making.
After, the said approval the
researchers choose their participants and
give them an informed consent wherein
signed by their guardians and parents. The
participants of the said study, was composed
of four (4) students, and one (1) teacher.
After, the said interview the
researchers found out that SMIs gives a lot
of life lessons, motivation and advices that
could generate and apply to our lives. In
addition, the researchers also found out that
SMIs are both having a good and bad
impacts and consequences in dealing with
the decision making of the youth.

The researchers use the research
design phenomenology which refers to the
life based experiences of the participants. In
addition, the researchers use the sampling
technique purposive sampling wherein they
choose their participants based on inclusion
criteria of the said research. Furthermore, to
gathered and conducted an interview the
researchers asked a letter of approval to the
Senior High School principal as well as to
our researcher adviser and coordinator.
Overall the researchers found out
that SMIs nowadays is very influential in
influencing the people especially the youth
in terms of their decision making. In
addition, the researchers also found out that
social media and its users has a capability to
influence and rely themselves on others
especially when it comes to dealing with
their decision making.
Keywords: SMIs, Decision Making,
Influence, Impacts, Youth.
INTRODUCTION
Nowadays, social media is the
primary tools of communication and
interaction that helps to develop relationship
in one another. According to (Boyd et. al,
2008) social media is a websites which
allow profile creation and visibility of
relationship between users. Due to this,
relationship they develop an interaction that
resulting in influencing one another that
leads into the rise of what we called social
media influencers. Social media influencers
(SMIs) as stated by Burke (2017) is
independent third party endorsers who use
social media networks to shape and
influences his or her audiences.
According to the statistic conducted
by MuseFind (2016) it shows that 92% of
consumers trust an influencer more than an
advertisement or traditional celebrity
endorsement. Furthermore, it also shows in
the statistic conducted by Forbes, it shows
that shown that 78% of consumers’
purchases are impacted by companies social
media posts. In the statistic conducted by
Twitter (2016), it shows that 40% of
respondents have made a purchase after
seeing it used by an influencer, because of
their fame and popularity.
On the other hand, according to
Gashi (2017) electronic words of mouth or
E-WOM are a reason why people especially
the followers suddenly purchasing and
making their own decisions. Gashi (20170
added that the E-WOM of SMIs are
considered more reliable in comparison to
the information generated by companies
themselves. The electronic word-of-mouth
(E-WOM) of SMIs, is considered as a
powerful tool that can persuade followers to
follow specific influencers and buy a certain
product they are endorsing (Jaakonmäki et
al., 2017). This agrees in the social learning
theory of Bandura, that Electronic Word of
Mouth E-WOM encourages consumers to
share their opinions with other consumers.
Word of mouth is known to be one of the
most credible and trusted sources of
marketing.
According to the Nielson Global
Trust in Advertising Survey, 92% of the
consumers worldwide trust electronic word-
of-mouth (E-WOM) of SMIs
recommendations more than any other
advertising form. In addition, it is also agree
that E-WOM has a quicker access to social
media influencers in manipulating and
influencing the desired decision of their
followers. As stated by (Chukwuere et. al,
2017) another reason why SMIs influences
the daily lives of people it is because of the
use of social media platforms such as
facebook, twitter, instagram, youtube and
other social networking sites. In addition, it
affirms in the report of Aimia, that shows
31% of consumers said that they’re using
social media to browse for new items to buy
of. According to the statistics by ION
published on Forbes, it shows that around
71% of consumers are more likely to make a
purchase based on a social media reference.
As stated by (Lim et. al, 2017) some
of the positive impacts of SMIs are more
credible, inspiration, trustworthy and
knowledgeable due to their amiability with
its consumers. It was agrees based on
Laroche et al. (1996) that influencers can
alter consumer or followers preferences in
different fields and inevitably create a sense
of willingness-to-purchase. It also gives an
opportunity to have a closer connection, life
advices, inspiration and relationship to one
specific influencer as stated by (Hsu et. al,
2013). According to (Khalid et. al, 2018)
one of the good influence of SMIs in youth
is it help them to driven their personal
motivation to reach their self-fulfillment.
According to (Laroche et. al, 2012)
increasing connection, increase information
sharing and lessons, and positively
influencing relationships are the positive
impacts of SMIs. Aside, from being
trustworthy of social media influencers, it
also help to increasing connection,
information and positively influencing
relationships as stated by Houser (2016).
One of the good qualities and impacts of
SMIs according to the research of Fadhila
(2018) are make them informed and
deliberates purchasing decisions. According
to Lucy Hart, head of influence and
advocacy at Mischief PR, she explains the
reason consumers are drawn to SMIs,
because consumers or followers feel as
though they are friends who gives
inspiration and motivation from these
influencers. In addition, according to
(Boateng and Okoe, 2015) that SMIs have
been proven to have a great impact on
purchase decisions of consumers as they,
due to curiosity, easily embrace information
other content that come from reliable
sources.
Besides of its positive consequences,
some of the negative consequences of social
media influencers as stated by Njoroge
(2013) are that influencers can be the
authorities of the internet because they can
control, influence and manipulate its
follower and audiences decisions. According
to (Livingstone et. al, 2005) influencers can
be seen as a reason of diverse influences and
impact to individual. In addition, this can
result into developing anxieties about the
solitary nature of media that creates and
affects the loss of community’s traditions
and values. This affirms in the study of
(Booth and Matic 2011) that social media
influencers are now an influential
powerhouse of “somebodies” who hold
“immense growth and increasing power in
manipulating once decisions”
According to Vero (2017) 74% are
more likely to trust a specific brand if social
media influencers are talking about it on
their social media platforms or channels.
According to the conducted statistic, 94 %
of Millennial and 96 % of Generation Z
consumed contents from influencers at least
once per week. In addition, Thai Millennial
and Generation Z place a lot of trust in
social media influencers, nearly as much as
their family and friends. According to
Hubspot data, 71% of people are more likely
to make a purchase online if the product or
service comes recommended by others. Hall
(2017) clearly stated that the advancement
of the internet helped social media
influencers intensify the connectivity
between consumers and empower them to
make informed, deliberate and influence
their purchasing decisions.
In the Philippines, Serrano (2019)
said that the more followers you have the
more you become influential in terms of
perceiving and convincing your followers in
their decision-making. He added that as a
social media influencer you must credible
not just because you know what you are
talking about, but also you need to walk
with your talk. Gosingtian (2016) states that
being influencers needs a sense of aesthetics
so that you can persuade and interconnect
with your followers and being a social
media influencer you must listen and learn
to deceive your followers purchasing
decision.
The researches in all areas reflect a
certain ideas about the influence of social
media influencers (SMIs) in terms of
decision-making of youth nowadays. Based
on the following researches it can observe
the different and diverse impacts of SMIs in
the youth decision making. In Global
Situational Analysis, it’s elaborated the
positive and negative consequences and
impacts of SMIs to the youth. It also stated
that E-WOM has a greater instrument to
persuade the youth decisions. Furthermore,
the over use of social media has a great
mechanism to dictate ones person decision.
While in Asian Situational Analysis, it is
clearly showed that SMIs has great impact
between Generation Z and Millennial
nowadays. In addition, it also discuss that
SMIs empowered the youth to informed.
Lastly, in Local Situational Analysis, it
discuss the aesthetics of being social media
influencers and it also discuss that SMIs
need to learn to persuade the decisions of
their followers. Besides, it can be observe
that it is very relevant issue and common
problems in different analysis in Global,
Asian and Local.
Based on overall different
researches, the researchers showed some of
studies don’t elaborate and clearly states
what are social media influencers (SMIs)
are, and how it influence the youth in
purchasing and making decisions. This
research, will address the gaps in knowledge
by searching the impacts of social media
influencers in the decision making of the
youth using qualitative approach.
The main purpose of this research is
to analyze and to discuss what are the
consequences or impact of social media
influencers in the life of youth and how they
influence the decision making of them.
This research, aims to find an answer
the following questions on (1) why most of
the youth rely their decisions to their
favorite social media influencers SMIs?, (2)
What are the reasons why SMIs influence
youth in their decision- making?, (3) What
are the positive and negative consequences
of social media influencers SMIs in our
daily life? (4) How do social media
influencers SMIs influences the perspective
of the youth? and (5) How does social media
influencers SMIs affects the decisions made
by youth in daily life?
Framework of the Study
Social media is consists of several
online-based platforms that allow consumers
to search for, interact with and share
information about anything and everything
as stated by (Alves, et. al, 2016). Based on
the research, the large amounts of content
that is shared on social media have had a
significant impact on the behavior and the
purchase decisions of consumers. However,
according to (Kembau et. al, 2014) within
the social media platforms some groups of
people have been deemed to be more
influential than others, now pertaining as the
social media influencers.
According to (Uzunoǧlu et. al,
2014), social media influencers (SIMs) are
referred as a third-party individual with high
social status and strong social influence. (called “the frame”) influences the choices,
Forbes (2016) claims that a social media decisions and perception of the people that
influencer (SMI) can shape the attitudes, makes about how to process that
opinions, actions as well as purchase information.
decisions of its followers.
The author also explains that this is SOCIAL MEDIA
due to their influential power and their
ability to participate in conversations and
interactions with their followers. Social
media influencers are also known to have
the ability to master the E-WoM, which has
been found to have a great impact on the SOCIALMEDIA INFLUENCERS
purchase decisions of consumers (Freberg et (SMIS)
al, 2010).
There are three supporting and
existing theories that can help in defining
the influence of social media and influencers
in terms of decision-making, communicating
ELECTRONIC WORDS OF
and interacting with different social media MOUTH (E-WOM)
platforms. It also discussed how powerful
social media is it, in influencing media,
audiences and people whom using it.
The first theory is the two-step flows
theory proposed by (Lazarsfeld et. al, 1944).
This theory, suggests that the flow of INFLUENCE
information and influence from the mass
media to their audiences involves two steps,
the first one is from the media (opinion
leaders) to certain individuals and from that THEORIES
individual to the public.
The second theory was proposed by
Marshall McLuhan in 1964 is the media
ecology theory, which refers into how media MEDIA FRAMING
of communication affects human perception, ECOLOGY THEORY
understanding, feeling, value, and decision- THEORY Gregory
TWO-STEP
making. Marshall
Objective of the StudyBateson
Research Questions/McLuhan
FLOWS
And the last theory is the framing THEORY (1972)
(1964)
theory positing by Gregory Bateson in 1972, (Lazarsfeld et.
Research Questions
al, 1944)
it explain that framing as a theory of mass The main focus of this research is to
communication, suggests that how find out how does social media influencers
something is presented to the audience Figure 1: Theoretical Framework of the study.
(SMIs) influences the decision-making of
the youth and what are positive and negative
consequences that influencing them. This
research specifies, to answer the following
questions:
1. Why most of the youth rely their
decisions to their favorite social media
influencers SMIs?
2. What are the reasons why SMIs influence
youth in their decision- making?
3. What are the positive and negative
consequences or impacts of social media
influencers SMIs in our daily life?
4. How do social media influencers SMIs
influences the perspective of the youth?
5. How does social media influencers SMIs
affects the decisions made by youth in daily
life?
Research Objectives
The main objectives of this research are:
1. To discover what is the main reasons
why does the social media
influencers can influence the
decision making of the youth.
2. To understand the impacts of SMIs
to the youth decision making.
3. To discover and to know what are
the both positive and negative
impacts and consequences of SMIs
in the youth’s decision making.
METHODOLOGY
A. Research Design
The research design and methodology of
this research is phenomenology. According
to (Crotty, 1998) phenomenology research
is a descriptive research focuses on seeking
realities not pursuing truth, it is in the form
of manifestation of phenomena as it is in the
form of life world made of interconnected,
lived experiences subjectively. As stated by
(Bozzi et. al, 1990) phenomenology is a way
of thinking about knowledge in a
philosophical and theoretical viewpoint on
how do we know what we know. In
addition it is a methodological space within
the social science research to study human
phenomena at a deeper level of conscious to
understand lived experiences just like
research data collection, interviews,
discussions, participant observations and
action research. Phenomenology is a way of
thinking about what life experiences are like
for people as stated by (Powers & Knapp,
1995) and is primarily concerned with
interpreting the meaning of these
experiences. Phenomenological research
“explores the humanness of a being in the
world” (Bergum et. al, 1991). In addition, as
stated by (Van Manen, 1984).
Phenomenological research is an
introspective human science, the intent of
which is to interpret and to understand as
opposed to observing, measuring,
explaining, and predicting.
B. Participants
The participants of the study are
composed of 3 female students and 1 male
student and 1 teacher who were selected
using purposive sampling. They were
chosen according to the criteria (1) they are
usually exposed and actively users of social
media applications such as youtube,
facebook, twitter and instagram which
commonly social media influencers are
exist. (2) they are usually open and exposed
in watching different blogs that being
uploaded by their favorite idols in their
social media applications. (3) They are
students and teacher of Humanities and
Social Sciences (HUMSS) of Columban
College Inc. (4) they are all youth (5) they
have a strong presence of social
characteristic and personality that same with
their idolize influencers.
C. Data Gathering Procedure
The researchers asked approval to the
Senior High School principal Dr. Segundo
C. Redondo Jr. and to Ms. Geraldine S.
Paler HUMSS Coordinator and research
adviser through presenting and signing the
letter of approval in conducting an interview
to the various students from Grade 12
HUMSS and other participants including the
teachers.
In connection with the said interviews,
the researchers choose their participants then
discuss the informed consent and give it to
them that will sign by their guardian and
parents as an approval of the said interview.
Participants were assured that the
confidentiality, truthfulness and objectivity
of the data were considered.
The said interview was conducted after
the participants returned the informed
consent that completely signed and
approved by their guardians and parents.
The interview was conducted in just 1 day
on the said 5 participants of the research.
In addition, the participants were asked
on their views regarding their experience as
neither a follower nor viewers of social
media influencers. The said, interview was
successfully conducted accordingly to the
researcher’s expectations and knowledge.
RESULTS AND DISCUSSION
RESULTS
This research, will primary focuses on
the impacts and how does SMIs influence the
decision making of the youth nowadays. With
connection, the participants of the research
were selected and chosen through the use of
sampling technique purposive sampling. In
addition, to gather the results, the
researchers conducted an interview to the 5
selected participants and asked questions and
follow up questions regarding their
perspectives and knowledge about the
influence of social media influencers (SMIs)
and their impacts to the youth nowadays.
RELYING YOUTH DECISIONS TO
FAVORITE SMIS
Participant A said that, most of the
youth rely their decisions to their favorite
influencers, because, “it motivates the
person’s mind to be optimistic”. In addition,
participant A used social media for only one
hour in watching videos and checking her
accounts. In addition, both participants B
and C states that, “inspirations” serve us
reasons why youth rely their decisions to
their favorite social media influencers. As
participant B said, “inspirations” are
causes of relying of the youth in SMIs.
Participant B use social media for 2 hours.
Similar to participant B, participant C also
said that, “we rely on them because we see or her audiences”. In addition participant E
them as our role model and inspirations”. states that, SMIs are credible and trusted
“Yes, SMIs are good influencer, because sources that why they influence the decision
they give a inspirations, besides they are making of the youth. Based on the results, it
also trusted and reliable”. She uses social falls under the theory of Marshall McLuhan
media for one and half hour. On the other which is the Media Ecology Theory.
hand, participant D answered that said, “life
SMIS POSITIVE AND NEGATIVE
experiences and their lessons we got from
CONSEQUENCES OR IMPACTS IN DAILY
our favorite influencers” are the reasons
LIVES
why do they always rely their decision
Participants A and B states that,
making to them”. “Yes, I watched their
the positive impacts of SMIs are giving
videos for one hour and one of my
inspiration and motivation. On the other
favorite SMI is Michelle Fox”. Participant
hand, participant C answered that the
E states that, “SMIs are trusted and
positive impacts of SMIs are giving us
trustworthy” resulting into relying our
smile and happiness through showing us
decisions to them. “They can be a role
into different places and endorsing
model as long as their topics are full of
different cultures through their videos
knowledge and sense and not just a piece
and blogs. Both participants D and E said
of trash”. “I only consumed one hour in
that, teaching us life lessons and advices
watching videos and using internet, and
are the positive impacts of SMIs towards
some of my favorite influencers are NAS
our life.
DAILY and Alex Gonzaga”. This results,
Participant A states that, the negative
falls under the theory of Marshall
impacts of SMIs are “posting something
McLuhan which is the Media Ecology
sensitive and manipulating our own
Theory.
decisions”. Participant B states that, “easy to
believe those without further looking in their
REASONS WHY SMIS INFLUENCE
backgrounds are the negative impacts of
YOUTH DECISION MAKING
SMIs”. Participant C states that, “looking
them as superior and trustworthy persons
Participant A states that, “the main
that resulting in losing the sense of
reasons why SMIs influence youth decision
independence of a person are the negative
making it’s because they “serve as a role
impacts of SMIs in our daily lives”.
model or great inspiration to his or her
Participant D said that, “the negative
audiences surrounding them”. In addition,
impacts of SMIs to our lives are “we cannot
both participants B and C answer that, the
live without watching their daily uploads
reasons why SMIs influence youth in terms
and losing our keeps and bonds from our
of their decision making is because of their
family”. And participant E said that, SMIs
popularity and their rich. As for participant
negative impacts in our daily lives are
D, “words of wisdom or E-WOM are the
“posting something that was not undergo in
main reasons why does SMIs influence his
proper way of looking and thinking on its
negative impacts”. Overall, this results fall
under the theory of Media Ecology Theory
of Marshall McLuhan.
SMIS INFLUENCING THE PERSPECTIVE
OF YOUTH
The participants A, B, C, and E
answered that overused of social media and
its power to deceive people is the way of
influencing youth’s perspective. According
to participant A, she said that “SMIs
influence youth and netizens through
posting something influencing in their social
media platforms and applications”. As for
participant B, it is because of use of
technology and social media that make
people often think that it is all right and fine
because it is from the SMIs”. As per
participant C, “SMIs and over use of social
media are the one who influence the
perspective of the people nowadays”.
According to participant E, “SOCIAL
MEDIA is deceiving”; “it can manipulate
everyone's mind”. On the other hand,
participant D said that SMIs are good
speakers that one of the influencing factors
to influence the perspective of the people”.
“For me, they used their E-WOM to
influence the people especially the youth.
This falls under the theory of Gregory
Bateson which is the Framing Theory and
the theory of Two-Step Flows Theory by
Lazarsfeld et. al, 1944.
SMIS AFFECT DECISION OF YOUTH IN
DAILY LIFE
The participants A and C said that,
the causes of affecting youth’s decision in
daily life it is because of the continuously
growth of SMIs and the large number of
netizens who used social media. As per
participant A, “social media and SMIs are
the reasons why they affect the decision
making of people”. Participant C also
answered that the “it is because of continues
growth of SMIs in our generation today, in
just one click you can easily search and find
something interesting”. Both of participants
B and D stated that, SMIs affects the
decision making of people because of their
own word of wisdom or their E-WOM. As
per participant B, it is because of the “words
of wisdom which is the primary causes that
make them easily to believe and making
them to influence their decision making”.
According to participant D, “it is because we
can easily apply their wordy words or E-
WOM in our lives especially in terms of our
decision making”. Participant E said that,
“he cannot answer the question it is because
he is dealing with his own decision making
although he watched some of the blogs of
them. He added that,” he embraces the life
lessons that he gathered in the social media
influencers and teach that lessons to his
currently students”. The results fall, under
the Media Ecology Theory of McLuhan and
the framing theory of Gregory Bateson.
DISCUSSION
The researchers, gather their results
from the answers of their participants, were
it is the basis of their discussion. The
discussion, will gives focus on the research
questions of the study which all referring in
the impacts of social media influencers in
the decision making of the youth nowadays.
In previous interview, the
researchers found that some of reasons why
people rely their decisions to their favorite
SMIs it is because of they can motivates
persons mind to be optimistic, they serves as
a inspirations, they can give life lessons and
experiences and they are trusted and
trustworthy people and influencers. It
affirms the study of Houser (2016) that
aside, from being trustworthy of social
media influencers, they also help to
increasing connection, information and
positively influencing relationships. It also
affirms the study of (Khalid et. al, 2018) that
SMIS help them to driven their personal
motivation to reach their self-fulfillment.
Based on the interview conducted by
the researchers, some of the reasons why
SMIs influence peoples decision making are
because they serves as a role model, they are
rich and popular, because of their words of
wisdom and because they are credible and
trusted sources. It affirms the study of (Lim
et. al, 2017) SMIs are being credible, gives
inspirations, trustworthy, and
knowledgeable due to their amiability with
its consumer. It also affirms the previous
statistics conducted by Twitter last 2016, it
shows that 40% of respondents have made a
purchase after seeing it used by an
influencer, because of their fame and
popularity. This also affirms in the study of
Gashi (2017) where she discuss that
Electronic Words of Mouth (E-WOM) of
SMIs are the proven reason why most of the
people especially the followers suddenly
purchasing and making their own decisions.
However, it was negate the statistic
conducted of MuseFind (2016) that around
92 % of people and consumers nowadays
trust an influencer more than advertisement
or traditional celebrity endorsement.
In the recent interview, the
researchers found out that some of the
POSITIVE IMPACTS OR CONSEQUENCES of
SMIs in our daily lives are they gives
information, gives motivation, gives
inspirations, make us happy and satisfied
us as well. This affirms in the study of
(Khalid et. al, 2018) that one of the good
influence of SMIs in the youth is, it help
them to driven their personal motivation
to reach their self-fulfillment. In addition,
it also supported by Lucy Hart, a head of
influence and advocacy at MISCHIEF PR,
she explained that the reasons why
consumers are drawn to SMIs because
consumers or followers feel as though
they are friends who gives inspiration and
motivation from these influencers. It was
also supported by (Laroche et. al, 2012)
that the said increasing connection,
increase information sharing and lessons,
are positively influencing the relationship
of an influencer and its followers. It was
also, supported by (Hsu et. al, 2013) that
it also gives an opportunity to have a
closer connection, life advices,
inspiration, and relationship to the
influencers.
With the connection, the
researchers found out based on the
previous interview that some of the
NEGATIVE IMPACTS OR CONSEQUENCES
OF SMIS in our daily lives are they can
posts something sensitive and depressive
through their social media accounts,
makes us believing them too much,
cannot forget to watch their videos, lose
our bonds and keeps in our family, and
lack of knowledge and awareness about
they are posting in their social media
accounts and applications. It affirms the
study of, (Booth and Matic, 2011) that
social media influencers are now an
influential powerhouse of “somebodies”
who hold “immense growth and
increasing power in manipulating once
decisions” It was negate the statement of
Njoroge (2013) that influencers can be
the authorities of the internet because
they can control, influence both good and
bad and can manipulate its follower and
audience’s decisions. It also supported by
(Boateng and Okoe, 2015) that SMIs have
been proven to have a great impact on
purchase decisions of consumers as they,
due to curiosity, easily embrace
information other content that come from
reliable and unreliable sources. It was
disaffirm by (Livingstone et. al, 2005) that
influencers can be seen as a reason of
diverse influences and impact to
individual. In addition, this can result into
developing anxieties about the solitary
nature of media that creates and affects
the loss of community’s traditions and
values.
Based on the interview, they found
out that SMIs can influence the
perspective of people due to posting
something in their social media accounts,
over use of social media, large growth of
SMIs nowadays and SMIs capacity as a
good speaker and influencer. This affirms
the report from Aimia, that shows that
31% of consumers say they’re using
social media to browse for new items to
buy. Furthermore, it also affirms Forbes
statistic that shown that 78% of
consumers’ purchases are impacted by
companies social media posts. It was
negates the statistics of Nielson Global
Trust in Advertising Survey, it shows that
92% of the consumers worldwide trust
electronic word-of-mouth (E-WOM) of
SMIs recommendations more than any
other advertising form. This agrees the
social learning theory of Bandura, that
Electronic Word of Mouth (eWOM)
encourages consumers to share their
opinions with other consumers. Word of
mouth is known to be one of the most
credible and trusted sources of
marketing.
In the recent interview,
researchers found out that social media,
SMIs growth, and SMIs words of wisdom
or flowery words are the reasons in
affecting the decision of people in their
daily life. This was affirm by (Jaakonmä ki
et al, 2017) that electronic word-of-
mouth (E-WOM), is the powerful tool that
can persuade consumers or followers to
follow specific influencers and buy a
certain product they are endorsing. It was
contradict the statement of (Chukwuere
et. al, 2017) that SMIs influences the daily
lives of people it is because of the use of
social media platforms such as facebook,
twitter, instagram, youtube and other
social networking sites. However, it was
also negate by Burke (2017) that social
media influencers (SMIs) use social media
networks to shape and influences his or
her audiences. According to Hubspot data,
71% of people are more likely to make a
purchase online if the product or service
comes recommended by others. This
 contradicts the statistics by ION
published on Forbes that around 71% of
consumers are more likely to make a
purchase based on a social media
reference.
CONCLUSIONS
The following are the conclusions
drawn from the findings:
1. Majority of the participants answered that
inspiration is the primary key why people
especially the youth rely their decision
making to their favorite SMIs.
Furthermore, motivation, learning life
experiences and gaining trust is serves as
reasons why people rely their decisions.
2. Majority of the participants answered that
the reasons why SMIs influence the
peoples decision making it is because of
their fame , popularity, and rich. On the
other hand, some of the participants also
answered that they serves as an
inspiration, giving life advices, and the
power of their Electronic Words of Mouth
(E-WOM) are the primary reasons why
does SMIs influence the youth decision
making.
3. Almost all of the participants answered
that the positive impacts of SMIs are
giving us life inspiration and motivation.
In addition, some of the participants added
that makes us all happy serves also
positive impacts of SMIs.
4. Most of the participants answered that
influence the perspective of the people is
because of the huge growth of technology,
social media and SMIs. In connection, one
participant stated that they are good
speakers that why people and youth tend
to be influence their decision making.
5. Most of the participants, were answered
that Electronic Words of Mouth (E-WOM)
or flowery words are the key in affecting
the decision making of the people
especially the youth in their daily lives.
While, some of the participants answered
that social media, SMIs growth are the
reasons that can affect them in their
decision making,
RECOMMENDATIONS
The recommendations were as follows:
1. To the youth, learn to stand firmly to
your decisions, and not rely it other
people especially to your favorite
SMIs. Because, not everything that
you see and you loved can benefit you
successfully. Also learn to look to both
positive and negative impacts of
watching blogs of your SMIs.
2. To students, learn to appreciate the
consequences and impacts of decisions
you made to your life. Learn to firmly
stand in your decisions and not rely it
to others.
3. To school, learn to facilitate and
empower to teach the students
regarding the positive and negative
impacts of SMIs and social media into
the lives of your students.
4. To parents, learn to educate and your
children and start it by yourselves. In
addition, teach them in choosing good
decisions and teach them to accept the
impacts nor consequences of their
decisions.
5. To future researchers, this research
will strongly benefits you to study and
conduct more researches regarding the
impacts and influence of the SMIs to
youth’s decision making.
REFERENCES
Chryssoula Chatzigeorgiou. (2017).
Modelling the impact of social media
influencers on behavioural intentions of
millennials: The case of tourism in rural
areas in Greece. Journal of Tourism,
Heritage & Services Marketing, 3(2), 25–
29. http://doi.org/10.5281/zenodo.1209125

‘How to be you po?’: Inside the curated

lives of influencers. (n.d.). Retrieved from
https://cnnphilippines.com/life/culture/busi
nesslife/2019/10/10/influencers.html.

Alice Audrezet & Gwarlann De Kerviler

& Julie Guidry Moulard, 2018.
"Authenticity under threat: When social
media influencers need to go beyond self-
presentation," Post-Print hal-01914732,
HAL.Baker, Dayna Sara (2018) The
Impact of Social Media Influencers as an
Advertising Source in the Beauty Industry
from an Irish Female Millennials’
Perspective. Masters thesis, Dublin,
National College of Ireland.
http://trap.ncirl.ie/id/eprint/3391

Blogger, G. (2017, May 30). Influencer

Marketing: The Era of Social Media
Influencers – Are they really your friend?
Retrieved from
http://www.brandba.se/blog//social-media-
influencer-5tips-to-recognise-paid-posts

Burke, K. E. (2017) Social Butterflies-

How Social Media Influencers are the new
Celebrity Endorsement, pp. 1-25.
Retrieved
fromhttps://vtechworks.lib.vt.edu/handle/1
0919/78221

Dalstam, M., Nordlöf, H., Holmgren, D.
(2018). The NA-KD Truth About Influencer
Marketing : Exploring influencer marketing
through integrated marketing
communication and the influencer’s role in
strengthening a brand. Retrieved from
http://urn.kb.se/resolve?
urn=urn:nbn:se:hj:diva-39986
Fadhila, D. (2018). Authenticity and
Transparency in Influencer Instagram
Content in Indonesia. Bachelor’s Thesis
International Business 2018. Retrieved from
https://www.theseus.fi/bitstream/handle/100
24/142785/THESIS_FINAL_DRAFT_DIN
DA_FADHILA.pdf?
sequence=1&isAllowed=y
Gashi, L. (2017). Social media influencers -
why we cannot ignore them : An exploratory
study about how consumers perceive the
influence of social media influencers during
the different stages of the purchase decision
process. Retrieved from
http://urn.kb.se/resolve?
urn=urn:nbn:se:hkr:diva-17470
Glucksman, M. (2017) The Rise of Social
Media Influencers Marketing on Lifestyle
Branding: A Case Study of Lucie Fink , pp.
10-25. Retrieved from
https://www.elon.edu/u/academics/communi
cations/journal/wpcontent/uploads/sites/153/
2017/12/08_Lifestyle_Branding_Glucksman
.pdf
Heikkinen, S. (2017, February 9). Social
Media Influencers & Communications
Theories. Retrieved from
https://www.slideshare.net/SarahHeikkinen/
social-media-influencers-communications-
theories.
Houser, Moriah, "Why Teens Today Wear
the Brands They Wear and How This is
Affected by Reference Groups" (2016).
Marketing Undergraduate Honors Theses.
32.https://scholarworks.uark.edu/mktguht/32
Influencer or not – The Philippine Business
and News. (n.d.). Retrieved from
https://thephilbiznews.com/2019/04/24/influ
encer-or-not/.
Lim, X. J., Radzol, A. R. B. M., Cheah, J.-
H. (J., & Wong, M. W. (2017). The Impact
of Social Media Influencers on Purchase
Intention and the Mediation Effect of
Customer Attitude. Asian Journal of
Business Research, 7(2). doi:
10.14707/ajbr.170035
Moreno, M. A., & Koff, R. (2018, October
22). 11. Media Theories and the Facebook
Influence Model in: The Psychology of
Social Networking Vol.1. Retrieved from
https://content.sciendo.com/view/book/9783
110473780/chapter.9783110473780-
013.xml?lang=en.
Njoroge R. (2013), Impacts of Social Media
among the Youth on Behavior Change: A
Case Study Of University Students In
Selected Universities In Nairobi, Kenya, pp.
20-35. Retrieved from
https://pdfs.semanticscholar.org/719b/bff4df
be9961c6f2b5f39f0dcadb2353695e.pdf
Nur Leila Khalid, Sheila Yvonne Jayasainan
and Nurzihan Hassim (2018). Social media
influencers - shaping consumption culture
among Malaysian youth 16 October 2018.
Retrieved from
https://doi.org/10.1051/shsconf/2018530200
8 as his assistant. The Columban Sisters were
Rita, R., Hutomo, K., & Natalia, N. (2013).
Electronic Word of Mouth (e-WOM)
Foursquare: The New Social Media. Binus
Business Review, 4(2), 711. doi:
10.21512/bbr.v4i2.1385
Shih-Ming Pi, Hsiu-Li Liao, Su-Houn Liu
and I-Shan Lee (2011). Factors influencing
the behavior of online group-buying in
Taiwan. African Journal of Business
Management Vol. 5(16), pp. 7120-7129, 18
August, 2011. Retrieved from
http://www.academicjournals.org/app/webro
ot/article/article1380380816_Pi%20et
%20al.pdf
Vero (2017) The Power of Influencer
Marketing. Retrieved from https://vero-
asean.com/wpcontent/uploads/2018/11/The-
Power-of-Influencer-Marketing-EN-2018-
Vero.pdf
Weinswig, D. (2016, October 5). Influencers
Are The New Brands. Retrieved
fromhttps://www.forbes.com/sites/deborahw
einswig/2016/10/05/influencers-are-the-
new-brands/
Research Locale
The research will be primarily be
conducted inside the Columban College
Main Campus in Olongapo City,
Philippines. Columban College was first
known as Naval Reservation Junior College.
It was passed by the Admana family in 1961
to the Columban Fathers. The first director
of Columban College was Rev. Thomas L.
Convery with Rev. Fr, Paul O’ Malley SSC
assigned in 1962 to assist in the
administrative and teaching programs. In
that same year the Paris of St. Columban
was year the Parish of St. Columban was
inaugurated with O’ Malley as its parish
priest. In 1965, Convery was succeeded by
Rev. William F. Sullivan, SSC as school
director. Rev. Fr. John Curry SSC took over
in 1971 and Rev. Fr. Edward McKenna was
the school director from 1973 to 1975. From
1976 to 1982 Rev. Fr. Richard Cannon SSC
was the school director. He was succeeded
by Rev. Fr. Vincent Lyons from 1982 to
1983. In 1983 the administration of the
college was handed over by the columban
fathers to the Vincentian Fathers. Rev. Fr.
Constancio Gan was appointed school
director. The Daughters of the charity took
over when the contract of the Vincentian
expired in 1989 when Sr. Stella Real D.C
was appointed school director.
In 1993 Most Reverend Bishop
Deogracias Iniquez Jr. the head of the
diocesan school, took over the
administration of Columban College like
any diocesan school, the director of an
institution comes from the diocesan clergy
assigned in the diocese in Iba.
Rev. Fr. Daniel O. Presto was
appointed as school director in 1993 and
became the president until October 2005, He
was succeeded by Rev. Fr. Roland M. Almo
and then by Rev. Fr. Msgr. Crisostomo A.
Cacho and is presently the school president.
Furthermore, Columban College Inc.
Basic Education offers a primary and
secondary education, and according to
registar’s office, in primary levels it has
composed of 192 students while in junior
high school level, there are about 492
students with the total of 684 students for
both primary and junior high school, in the
academic year 2019-2020.
In addition, Columban College Inc.
also offers Senior High School program
which composed and compromise of 5
strands which are the Science, Technology,
Engineering and Mathematics (STEM),
Humanities and Social Sciences (HUMSS),
Accountancy and Business Management
(ABM), Technical Vocational and
Livelihood (TVL) and also the current batch
of General Academic Strand (GAS). It has a
total population of 968 students from grade
11 and 967 students from grade 12, with the
total population of 1,935 students from
Senior High School level in the academic
year 2019-2020.
Figure 2. Map of Columban College
Main Campus in Olongapo City
Significance of the Study
This study is significant to the
followings, as it tackles the influence of
social media influencers in the decision-
making of the youth and what are the
positive and negative consequences of it.
Students- This research can give them
awareness in using social media and making
good decision in life.
Teachers- This research can help them to
gain more knowledge about the influence of
social media influencers and the social
media itself, and also they can be the tool in
educating and teaching their students to be
capable aware in choosing and making
decision.
Social Media Influencers- This can help
them to be more careful enough in
persuading and endorsing something in their
social media platforms or application.
Parents- It will help them to guide their
sons and daughters in using their social
media platforms, and they can also help in
teaching them in making a good decision.
Youth- This research will help them to give
limits in using their social media
applications and it will help them in
choosing and making their own decision by
not influencing by others.
School- This research can give them
knowledge and awareness that can leads into
improving and giving more focus the
Empowerment Technologies subject and
teaches it to all grade-levels of high school.

Researchers- This research can help future

researches to conduct more research
regarding the influence and impact of social
media influencers in the decisionn-making
of the people especially the youth.

Definition of Terms

Electronic Words of Mouth (E-WOM) -

the strategy of talking that mainly used by
social media influencers, in influencing
audiences.

Generation Z – newest generation ranging

between1997 to present. They are currently
4 to 24 years old.

Millenials- also known as Generation Y, it a

demographic cohort directly follows by
Genration X. It is ranging between 1981-
1996.

Netizens- people or users of different social

media applications and the internet itself.

Social Media- a website where in social

media applications and platforms that
usually use by social media influencers and
people especially the youth.

Social Media Influencers (SMIs) - a social

media user, blogger, entertainer and
influencer who influence the decision-
making of the youth.

Youth- a certain person who use social

media applications and platforms and the
one who influence the decision-making.