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 INTRODUCTION
Social media influencers (SMIs) are
independent third party endorsers who use Nowadays, social media is the
social media networks to shape his or her primary tools of communication and
audiences. This research aims to known the interaction that helps to develop relationship
impacts and influence of social media in one another. According to (Boyd et. al,
influencers on the decision making of the 2008) social media is a websites which
youth. The researchers use the research allow profile creation and visibility of
design phenomenology which refers to the relationship between users. Due to this,
life based experiences of the participants. In relationship they develop an interaction that
addition, the researchers use the sampling resulting in influencing one another that
technique purposive sampling wherein they leads into the rise of what we called social
choose their participants based on inclusion media influencers. Social media influencers
criteria of the said research. The participants (SMIs) as stated by Burke (2017) is
of the said study, was composed of four (4) independent third party endorsers who use
students, and one (1) teacher. Overall the social media networks to shape and
researchers found out that SMIs nowadays is influences his or her audiences.
very influential in influencing the people According to the statistic conducted
especially the youth in terms of their by MuseFind (2016) it shows that 92% of
decision making. In addition, the researchers consumers trust an influencer more than an
also found out that social media and its users advertisement or traditional celebrity
has a capability to influence and rely endorsement. Furthermore, it also shows in
themselves on others especially when it the statistic conducted by Forbes, it shows
comes to dealing with their decision that shown that 78% of consumers’
making. purchases are impacted by companies social
media posts. In the statistic conducted by
Keywords: SMIs, Decision Making, Twitter (2016), it shows that 40% of
Influence, Impacts, Youth, Social Media. respondents have made a purchase after
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

1
seeing it used by an influencer, because of of. According to the statistics by ION
their fame and popularity. published on Forbes, it shows that around
On the other hand, according to 71% of consumers are more likely to make a
Gashi (2017) electronic words of mouth or purchase based on a social media reference.
E-WOM are a reason why people especially As stated by (Lim et. al, 2017) some
the followers suddenly purchasing and of the positive impacts of SMIs are more
making their own decisions. Gashi (20170 credible, inspiration, trustworthy and
added that the E-WOM of SMIs are knowledgeable due to their amiability with
considered more reliable in comparison to its consumers. It was agrees based on
the information generated by companies Laroche et al. (1996) that influencers can
themselves. The electronic word-of-mouth alter consumer or followers preferences in
(E-WOM) of SMIs, is considered as a different fields and inevitably create a sense
powerful tool that can persuade followers to of willingness-to-purchase. It also gives an
follow specific influencers and buy a certain opportunity to have a closer connection, life
product they are endorsing (Jaakonmäki et advices, inspiration and relationship to one
al., 2017). This agrees in the social learning specific influencer as stated by (Hsu et. al,
theory of Bandura, that Electronic Word of 2013). According to (Khalid et. al, 2018)
Mouth E-WOM encourages consumers to one of the good influence of SMIs in youth
share their opinions with other consumers. is it help them to driven their personal
Word of mouth is known to be one of the motivation to reach their self-fulfillment.
most credible and trusted sources of According to (Laroche et. al, 2012)
marketing. increasing connection, increase information
According to the Nielson Global sharing and lessons, and positively
Trust in Advertising Survey, 92% of the influencing relationships are the positive
consumers worldwide trust electronic word- impacts of SMIs. Aside, from being
of-mouth (E-WOM) of SMIs trustworthy of social media influencers, it
recommendations more than any other also help to increasing connection,
advertising form. In addition, it is also agree information and positively influencing
that E-WOM has a quicker access to social relationships as stated by Houser (2016).
media influencers in manipulating and One of the good qualities and impacts of
influencing the desired decision of their SMIs according to the research of Fadhila
followers. As stated by (Chukwuere et. al, (2018) are make them informed and
2017) another reason why SMIs influences deliberates purchasing decisions. According
the daily lives of people it is because of the to Lucy Hart, head of influence and
use of social media platforms such as advocacy at Mischief PR, she explains the
facebook, twitter, instagram, youtube and reason consumers are drawn to SMIs,
other social networking sites. In addition, it because consumers or followers feel as
affirms in the report of Aimia, that shows though they are friends who gives
31% of consumers said that they’re using inspiration and motivation from these
social media to browse for new items to buy influencers. In addition, according to
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

2
(Boateng and Okoe, 2015) that SMIs have of the internet helped social media
been proven to have a great impact on influencers intensify the connectivity
purchase decisions of consumers as they, between consumers and empower them to
due to curiosity, easily embrace information make informed, deliberate and influence
other content that come from reliable their purchasing decisions.
sources. In the Philippines, Serrano (2019)
Besides of its positive consequences, said that the more followers you have the
some of the negative consequences of social more you become influential in terms of
media influencers as stated by Njoroge perceiving and convincing your followers in
(2013) are that influencers can be the their decision-making. He added that as a
authorities of the internet because they can social media influencer you must credible
control, influence and manipulate its not just because you know what you are
follower and audiences decisions. According talking about, but also you need to walk
to (Livingstone et. al, 2005) influencers can with your talk. Gosingtian (2016) states that
be seen as a reason of diverse influences and being influencers needs a sense of aesthetics
impact to individual. In addition, this can so that you can persuade and interconnect
result into developing anxieties about the with your followers and being a social
solitary nature of media that creates and media influencer you must listen and learn
affects the loss of community’s traditions to deceive your followers purchasing
and values. This affirms in the study of decision.
(Booth and Matic 2011) that social media The researches in all areas reflect a
influencers are now an influential certain ideas about the influence of social
powerhouse of “somebodies” who hold media influencers (SMIs) in terms of
“immense growth and increasing power in decision-making of youth nowadays. Based
manipulating once decisions” on the following researches it can observe
According to Vero (2017) 74% are the different and diverse impacts of SMIs in
more likely to trust a specific brand if social the youth decision making. In Global
media influencers are talking about it on Situational Analysis, it’s elaborated the
their social media platforms or channels. positive and negative consequences and
According to the conducted statistic, 94 % impacts of SMIs to the youth. It also stated
of Millennial and 96 % of Generation Z that E-WOM has a greater instrument to
consumed contents from influencers at least persuade the youth decisions. Furthermore,
once per week. In addition, Thai Millennial the over use of social media has a great
and Generation Z place a lot of trust in mechanism to dictate ones person decision.
social media influencers, nearly as much as While in Asian Situational Analysis, it is
their family and friends. According to clearly showed that SMIs has great impact
Hubspot data, 71% of people are more likely between Generation Z and Millennial
to make a purchase online if the product or nowadays. In addition, it also discuss that
service comes recommended by others. Hall SMIs empowered the youth to informed.
(2017) clearly stated that the advancement Lastly, in Local Situational Analysis, it
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

3
discuss the aesthetics of being social media Framework of the Study
influencers and it also discuss that SMIs
need to learn to persuade the decisions of Social media is consists of several
their followers. Besides, it can be observe online-based platforms that allow consumers
that it is very relevant issue and common to search for, interact with and share
problems in different analysis in Global, information about anything and everything
Asian and Local. as stated by (Alves, et. al, 2016). Based on
Based on overall different the research, the large amounts of content
researches, the researchers showed some of that is shared on social media have had a
studies don’t elaborate and clearly states significant impact on the behavior and the
what are social media influencers (SMIs) purchase decisions of consumers. However,
are, and how it influence the youth in according to (Kembau et. al, 2014) within
purchasing and making decisions. This the social media platforms some groups of
research, will address the gaps in knowledge people have been deemed to be more
by searching the impacts of social media influential than others, now pertaining as the
influencers in the decision making of the social media influencers.
youth using qualitative approach. According to (Uzunoǧlu et. al,
The main purpose of this research is 2014), social media influencers (SIMs) are
to analyze and to discuss what are the referred as a third-party individual with high
consequences or impact of social media social status and strong social influence.
influencers in the life of youth and how they Forbes (2016) claims that a social media
influence the decision making of them. influencer (SMI) can shape the attitudes,
This research, aims to find an answer opinions, actions as well as purchase
the following questions on (1) why most of decisions of its followers.
the youth rely their decisions to their The author also explains that this is
favorite social media influencers SMIs?, (2) due to their influential power and their
What are the reasons why SMIs influence ability to participate in conversations and
youth in their decision- making?, (3) What interactions with their followers. Social
are the positive and negative consequences media influencers are also known to have
of social media influencers SMIs in our the ability to master the E-WoM, which has
daily life? (4) How do social media been found to have a great impact on the
influencers SMIs influences the perspective purchase decisions of consumers (Freberg et
of the youth? and (5) How does social media al, 2010).
influencers SMIs affects the decisions made There are three supporting and
by youth in daily life? existing theories that can help in defining
the influence of social media and influencers
in terms of decision-making, communicating
and interacting with different social media
platforms. It also discussed how powerful

-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

4
social media is it, in influencing media,
audiences and people whom using it.
The first theory is the two-step flows THEORIES
theory proposed by (Lazarsfeld et. al, 1944).
This theory, suggests that the flow of
information and influence from the mass
media to their audiences involves two steps,
the first one is from the media (opinion TWO-STEP MEDIA FRAMING
leaders) to certain individuals and from that FLOWS ECOLOGY THEORY
individual to the public. THEORY THEORY Gregory
(Lazarsfeld et. Marshall Bateson
The second theory was proposed by McLuhan
al, 1944) (1972)
Marshall McLuhan in 1964 is the media (1964)
ecology theory, which refers into how media
of communication affects human perception,
understanding, feeling, value, and decision-
making. SOCIAL MEDIA
And the last theory is the framing
theory positing by Gregory Bateson in 1972,
it explain that framing as a theory of mass
communication, suggests that how
something is presented to the audience
SOCIALMEDIA INFLUENCERS
(called “the frame”) influences the choices, (SMIS)
decisions and perception of the people that
makes about how to process that
information.

ELECTRONIC WORDS OF
MOUTH (E-WOM)

INFLUENCE

Figure 1: Theoretical Framework of the study.

-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

5
Research Questions/Objective of the Study
METHODOLOGY
Research Questions
The main focus of this research is to A. Research Design
find out how does social media influencers
(SMIs) influences the decision-making of
the youth and what are positive and negative The research design and methodology of
consequences that influencing them. This this research is phenomenology. According
research specifies, to answer the following to (Crotty, 1998) phenomenology research
questions: is a descriptive research focuses on seeking
1. Why most of the youth rely their realities not pursuing truth, it is in the form
decisions to their favorite social media of manifestation of phenomena as it is in the
influencers SMIs? form of life world made of interconnected,
2. What are the reasons why SMIs influence lived experiences subjectively. As stated by
youth in their decision- making? (Bozzi et. al, 1990) phenomenology is a way
3. What are the positive and negative of thinking about knowledge in a
consequences or impacts of social media philosophical and theoretical viewpoint on
influencers SMIs in our daily life? how do we know what we know. In
4. How do social media influencers SMIs addition it is a methodological space within
influences the perspective of the youth? the social science research to study human
5. How does social media influencers SMIs phenomena at a deeper level of conscious to
affects the decisions made by youth in daily understand lived experiences just like
life? research data collection, interviews,
discussions, participant observations and
action research. Phenomenology is a way of
Research Objectives thinking about what life experiences are like
for people as stated by (Powers & Knapp,
The main objectives of this research are: 1995) and is primarily concerned with
interpreting the meaning of these
1. Discover what is the main reasons experiences. Phenomenological research
why does the social media “explores the humanness of a being in the
influencers can influence the world” (Bergum et. al, 1991). In addition, as
decision making of the youth. stated by (Van Manen, 1984).
2. Understand the impact of SMIs to Phenomenological research is an
the youth decision making. introspective human science, the intent of
3. Discover and know what are the both which is to interpret and to understand as
positive and negative impacts and opposed to observing, measuring,
consequences of SMIs in the youth’s explaining, and predicting.
decision making.

-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

6
 confidentiality, truthfulness and objectivity
of the data were considered.
B. Participants
The said interview was conducted after
The participants of the study are
the participants returned the informed
composed of 3 female students and 1 male
consent that completely signed and
student and 1 teacher who were selected
approved by their guardians and parents.
using purposive sampling. They were
The interview was conducted in just 1 day
chosen according to the criteria (1) they are
on the said 5 participants of the research.
usually exposed and actively users of social
In addition, the participants were asked
media applications such as youtube,
on their views regarding their experience as
facebook, twitter and instagram which
neither a follower nor viewers of social
commonly social media influencers are
media influencers. The said, interview was
exist. (2) they are usually open and exposed
successfully conducted accordingly to the
in watching different blogs that being
researcher’s expectations and knowledge.
uploaded by their favorite idols in their
social media applications. (3) They are
students and teacher of Humanities and RESULTS AND DISCUSSION
Social Sciences (HUMSS) of Columban
College Inc. (4) they are all youth (5) they RESULTS
have a strong presence of social This research, will primary focuses on
characteristic and personality that same with the impacts and how does SMIs influence the
their idolize influencers. decision making of the youth nowadays. With
connection, the participants of the research
were selected and chosen through the use of
C. Data Gathering Procedure
sampling technique purposive sampling. In
addition, to gather the results, the
The researchers asked approval to the
researchers conducted an interview to the 5
Senior High School principal Dr. Segundo selected participants and asked questions and
C. Redondo Jr. and to Ms. Geraldine S. follow up questions regarding their
Paler HUMSS Coordinator and research perspectives and knowledge about the
adviser through presenting and signing the influence of social media influencers (SMIs)
letter of approval in conducting an interview and their impacts to the youth nowadays.
to the various students from Grade 12
HUMSS and other participants including the RELYING YOUTH DECISIONS TO
teachers. FAVORITE SMIS
In connection with the said interviews,
the researchers choose their participants then Participant A said that, most of the
discuss the informed consent and give it to youth rely their decisions to their favorite
them that will sign by their guardian and influencers, because, “it motivates the
parents as an approval of the said interview. person’s mind to be optimistic”. In addition,
Participants were assured that the participant A used social media for only one
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

7
hour in watching videos and checking her REASONS WHY SMIS INFLUENCE
accounts. In addition, both participants B YOUTH DECISION MAKING
and C states that, “inspirations” serve us
reasons why youth rely their decisions to Participant A states that, “the main
their favorite social media influencers. As reasons why SMIs influence youth decision
participant B said, “inspirations” are making it’s because they “serve as a role
causes of relying of the youth in SMIs. model or great inspiration to his or her
Participant B use social media for 2 hours. audiences surrounding them”. In addition,
Similar to participant B, participant C also both participants B and C answer that, the
said that, “we rely on them because we see reasons why SMIs influence youth in terms
them as our role model and inspirations”. of their decision making is because of their
“Yes, SMIs are good influencer, because popularity and their rich. As for participant
they give a inspirations, besides they are D, “words of wisdom or E-WOM are the
also trusted and reliable”. She uses social main reasons why does SMIs influence his
media for one and half hour. On the other or her audiences”. In addition participant E
hand, participant D answered that said, “life states that, SMIs are credible and trusted
experiences and their lessons we got from sources that why they influence the decision
our favorite influencers” are the reasons making of the youth. Based on the results, it
why do they always rely their decision falls under the theory of Marshall McLuhan
making to them”. “Yes, I watched their which is the Media Ecology Theory.
videos for one hour and one of my
SMIS POSITIVE AND NEGATIVE
favorite SMI is Michelle Fox”. Participant
CONSEQUENCES OR IMPACTS IN DAILY
E states that, “SMIs are trusted and
LIVES
trustworthy” resulting into relying our
Participants A and B states that,
decisions to them. “They can be a role
the positive impacts of SMIs are giving
model as long as their topics are full of
inspiration and motivation. On the other
knowledge and sense and not just a piece
hand, participant C answered that the
of trash”. “I only consumed one hour in
positive impacts of SMIs are giving us
watching videos and using internet, and
smile and happiness through showing us
some of my favorite influencers are NAS
into different places and endorsing
DAILY and Alex Gonzaga”. This results,
different cultures through their videos
falls under the theory of Marshall
and blogs. Both participants D and E said
McLuhan which is the Media Ecology
that, teaching us life lessons and advices
Theory.
are the positive impacts of SMIs towards
our life.
Participant A states that, the negative
impacts of SMIs are “posting something
sensitive and manipulating our own
decisions”. Participant B states that, “easy to
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

8
believe those without further looking in their speakers that one of the influencing factors
backgrounds are the negative impacts of to influence the perspective of the people”.
SMIs”. Participant C states that, “looking “For me, they used their E-WOM to
them as superior and trustworthy persons influence the people especially the youth.
that resulting in losing the sense of This falls under the theory of Gregory
independence of a person are the negative Bateson which is the Framing Theory and
impacts of SMIs in our daily lives”. the theory of Two-Step Flows Theory by
Participant D said that, “the negative Lazarsfeld et. al, 1944.
impacts of SMIs to our lives are “we cannot
live without watching their daily uploads SMIS AFFECT DECISION OF YOUTH IN
and losing our keeps and bonds from our DAILY LIFE
family”. And participant E said that, SMIs The participants A and C said that,
negative impacts in our daily lives are the causes of affecting youth’s decision in
“posting something that was not undergo in daily life it is because of the continuously
proper way of looking and thinking on its growth of SMIs and the large number of
negative impacts”. Overall, this results fall netizens who used social media. As per
under the theory of Media Ecology Theory participant A, “social media and SMIs are
of Marshall McLuhan. the reasons why they affect the decision
making of people”. Participant C also
SMIS INFLUENCING THE PERSPECTIVE
answered that the “it is because of continues
OF YOUTH growth of SMIs in our generation today, in
The participants A, B, C, and E just one click you can easily search and find
answered that overused of social media and something interesting”. Both of participants
its power to deceive people is the way of B and D stated that, SMIs affects the
influencing youth’s perspective. According decision making of people because of their
to participant A, she said that “SMIs own word of wisdom or their E-WOM. As
influence youth and netizens through per participant B, it is because of the “words
posting something influencing in their social of wisdom which is the primary causes that
media platforms and applications”. As for make them easily to believe and making
participant B, it is because of use of them to influence their decision making”.
technology and social media that make According to participant D, “it is because we
people often think that it is all right and fine can easily apply their wordy words or E-
because it is from the SMIs”. As per WOM in our lives especially in terms of our
participant C, “SMIs and over use of social decision making”. Participant E said that,
media are the one who influence the “he cannot answer the question it is because
perspective of the people nowadays”. he is dealing with his own decision making
According to participant E, “SOCIAL although he watched some of the blogs of
MEDIA is deceiving”; “it can manipulate them. He added that,” he embraces the life
everyone's mind”. On the other hand, lessons that he gathered in the social media
participant D said that SMIs are good influencers and teach that lessons to his
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

9
currently students”. The results fall, under its consumer. It also affirms the previous
the Media Ecology Theory of McLuhan and statistics conducted by Twitter last 2016, it
the framing theory of Gregory Bateson. shows that 40% of respondents have made a
purchase after seeing it used by an
DISCUSSION influencer, because of their fame and
The researchers, gather their results popularity. This also affirms in the study of
from the answers of their participants, were Gashi (2017) where she discuss that
it is the basis of their discussion. The Electronic Words of Mouth (E-WOM) of
discussion, will gives focus on the research SMIs are the proven reason why most of the
questions of the study which all referring in people especially the followers suddenly
the impacts of social media influencers in purchasing and making their own decisions.
the decision making of the youth nowadays. However, it was negate the statistic
conducted of MuseFind (2016) that around
In previous interview, the 92 % of people and consumers nowadays
researchers found that some of reasons why trust an influencer more than advertisement
people rely their decisions to their favorite or traditional celebrity endorsement.
SMIs it is because of they can motivates
persons mind to be optimistic, they serves as In the recent interview, the
a inspirations, they can give life lessons and researchers found out that some of the
experiences and they are trusted and POSITIVE IMPACTS OR CONSEQUENCES of
trustworthy people and influencers. It SMIs in our daily lives are they gives
affirms the study of Houser (2016) that information, gives motivation, gives
aside, from being trustworthy of social inspirations, make us happy and satisfied
media influencers, they also help to us as well. This affirms in the study of
increasing connection, information and (Khalid et. al, 2018) that one of the good
positively influencing relationships. It also influence of SMIs in the youth is, it help
affirms the study of (Khalid et. al, 2018) that them to driven their personal motivation
SMIS help them to driven their personal to reach their self-fulfillment. In addition,
motivation to reach their self-fulfillment. it also supported by Lucy Hart, a head of
influence and advocacy at MISCHIEF PR,
Based on the interview conducted by
the researchers, some of the reasons why she explained that the reasons why
SMIs influence peoples decision making are consumers are drawn to SMIs because
because they serves as a role model, they are consumers or followers feel as though
rich and popular, because of their words of they are friends who gives inspiration and
wisdom and because they are credible and motivation from these influencers. It was
trusted sources. It affirms the study of (Lim also supported by (Laroche et. al, 2012)
et. al, 2017) SMIs are being credible, gives that the said increasing connection,
inspirations, trustworthy, and increase information sharing and lessons,
knowledgeable due to their amiability with are positively influencing the relationship
of an influencer and its followers. It was
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

10
also, supported by (Hsu et. al, 2013) that individual. In addition, this can result into
it also gives an opportunity to have a developing anxieties about the solitary
closer connection, life advices, nature of media that creates and affects
inspiration, and relationship to the the loss of community’s traditions and
influencers. values.

With the connection, the Based on the interview, they found

researchers found out based on the out that SMIs can influence the
previous interview that some of the perspective of people due to posting
NEGATIVE IMPACTS OR CONSEQUENCES something in their social media accounts,
OF SMIS in our daily lives are they can over use of social media, large growth of
posts something sensitive and depressive SMIs nowadays and SMIs capacity as a
through their social media accounts, good speaker and influencer. This affirms
makes us believing them too much, the report from Aimia, that shows that
cannot forget to watch their videos, lose 31% of consumers say they’re using
our bonds and keeps in our family, and social media to browse for new items to
lack of knowledge and awareness about buy. Furthermore, it also affirms Forbes
they are posting in their social media statistic that shown that 78% of
accounts and applications. It affirms the consumers’ purchases are impacted by
study of, (Booth and Matic, 2011) that companies social media posts. It was
social media influencers are now an negates the statistics of Nielson Global
influential powerhouse of “somebodies” Trust in Advertising Survey, it shows that
who hold “immense growth and 92% of the consumers worldwide trust
increasing power in manipulating once electronic word-of-mouth (E-WOM) of
decisions” It was negate the statement of SMIs recommendations more than any
Njoroge (2013) that influencers can be other advertising form. This agrees the
the authorities of the internet because social learning theory of Bandura, that
they can control, influence both good and Electronic Word of Mouth (eWOM)
bad and can manipulate its follower and encourages consumers to share their
audience’s decisions. It also supported by opinions with other consumers. Word of
(Boateng and Okoe, 2015) that SMIs have mouth is known to be one of the most
been proven to have a great impact on credible and trusted sources of
purchase decisions of consumers as they, marketing.
due to curiosity, easily embrace
In the recent interview,
information other content that come from
researchers found out that social media,
reliable and unreliable sources. It was
SMIs growth, and SMIs words of wisdom
disaffirm by (Livingstone et. al, 2005) that
or flowery words are the reasons in
influencers can be seen as a reason of
affecting the decision of people in their
diverse influences and impact to
daily life. This was affirm by (Jaakonmä ki
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

11
 et al, 2017) that electronic word-of- their fame , popularity, and rich. On the
mouth (E-WOM), is the powerful tool that other hand, some of the participants also
can persuade consumers or followers to answered that they serves as an
follow specific influencers and buy a inspiration, giving life advices, and the
certain product they are endorsing. It was power of their Electronic Words of Mouth
contradict the statement of (Chukwuere (E-WOM) are the primary reasons why
et. al, 2017) that SMIs influences the daily does SMIs influence the youth decision
lives of people it is because of the use of making.
social media platforms such as facebook, 3. Almost all of the participants answered
twitter, instagram, youtube and other that the positive impacts of SMIs are
social networking sites. However, it was giving us life inspiration and motivation.
also negate by Burke (2017) that social In addition, some of the participants added
media influencers (SMIs) use social media that makes us all happy serves also
networks to shape and influences his or positive impacts of SMIs. In addition,
her audiences. According to Hubspot data, majority answers that the negative impacts
71% of people are more likely to make a of SMIs towards their decision making is
purchase online if the product or service that can manipulate our decisions and
comes recommended by others. This make us as all believe.
contradicts the statistics by ION 4. Most of the participants answered that
published on Forbes that around 71% of influence the perspective of the people is
because of the huge growth of technology,
consumers are more likely to make a
social media and SMIs. In connection, one
purchase based on a social media
participant stated that they are good
reference.
speakers that why people and youth tend
CONCLUSIONS to be influence their decision making.
5. Most of the participants, were answered
that Electronic Words of Mouth (E-WOM)
The following are the conclusions
or flowery words are the key in affecting
drawn from the findings:
the decision making of the people
especially the youth in their daily lives.
1. Majority of the participants answered that
While, some of the participants answered
popularity and rich is the primary key why
that social media, SMIs growth are the
people especially the youth rely their
reasons that can affect them in their
decision making to their favorite SMIs.
decision making,
Furthermore, motivation, learning life
experiences and gaining trust is serves as
reasons why people rely their decisions.
2. Majority of the participants answered that RECOMMENDATIONS
the reasons why SMIs influence the
peoples decision making it is because of The recommendations were as follows:
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

12
 ‘How to be you po?’: Inside the curated
1. To the youth, learn to stand firmly to lives of influencers. (n.d.). Retrieved from
your decisions, and not rely it other https://cnnphilippines.com/life/culture/busi
people especially to your favorite nesslife/2019/10/10/influencers.html.
SMIs. Because, not everything that
you see and watched will serves as a Alice Audrezet & Gwarlann De Kerviler
good influence and right choices. Also & Julie Guidry Moulard, 2018.
learn to look to both positive and "Authenticity under threat: When social
negative impacts of watching blogs of media influencers need to go beyond self-
your SMIs. presentation," Post-Print hal-01914732,
2. To students, learn to appreciate the HAL.Baker, Dayna Sara (2018) The
consequences and impacts of decisions Impact of Social Media Influencers as an
you made to your life. Learn to firmly Advertising Source in the Beauty Industry
stand in your decisions and not rely it from an Irish Female Millennials’
to others. Perspective. Masters thesis, Dublin,
3. To school, learn to facilitate and National College of Ireland.
empower to teach the students http://trap.ncirl.ie/id/eprint/3391
regarding the positive and negative
impacts of SMIs and social media into Blogger, G. (2017, May 30). Influencer
the lives of your students. Marketing: The Era of Social Media
4. To parents, learn to educate and your Influencers – Are they really your friend?
children and start it by yourselves. In Retrieved from
addition, teach them in choosing good http://www.brandba.se/blog//social-media-
decisions and teach them to accept the influencer-5tips-to-recognise-paid-posts
impacts nor consequences of their Burke, K. E. (2017) Social Butterflies- How
decisions. Social Media Influencers are the new
5. To future researchers, this research Celebrity Endorsement, pp. 1-25. Retrieved
will strongly benefits you to study and fromhttps://vtechworks.lib.vt.edu/handle/10
conduct more researches regarding the 919/78221
impacts and influence of the SMIs to
youth’s decision making. 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–
REFERENCES 29. http://doi.org/10.5281/zenodo.1209125

Dalstam, M., Nordlöf, H., Holmgren, D.

(2018). The NA-KD Truth About
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

13
 Influencer Marketing : Exploring
influencer marketing through integrated Gashi, L. (2017). Social media influencers -
marketing communication and the why we cannot ignore them : An exploratory
influencer’s role in strengthening a brand. study about how consumers perceive the
Retrieved from http://urn.kb.se/resolve? influence of social media influencers during
urn=urn:nbn:se:hj:diva-39986 the different stages of the purchase decision
process. Retrieved from
Fadhila, D. (2018). Authenticity and http://urn.kb.se/resolve?
Transparency in Influencer Instagram urn=urn:nbn:se:hkr:diva-17470
Content in Indonesia. Bachelor’s Thesis
International Business 2018. Retrieved Glucksman, M. (2017) The Rise of Social
from Media Influencers Marketing on Lifestyle
https://www.theseus.fi/bitstream/handle/10 Branding: A Case Study of Lucie Fink , pp.
024/142785/THESIS_FINAL_DRAFT_DI 10-25. Retrieved from
NDA_FADHILA.pdf? https://www.elon.edu/u/academics/communi
sequence=1&isAllowed=y 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/.

-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

14
Lim, X. J., Radzol, A. R. B. M., Cheah, J.- Shih-Ming Pi, Hsiu-Li Liao, Su-Houn Liu
H. (J., & Wong, M. W. (2017). The Impact and I-Shan Lee (2011). Factors influencing
of Social Media Influencers on Purchase the behavior of online group-buying in
Intention and the Mediation Effect of Taiwan. African Journal of Business
Customer Attitude. Asian Journal of Management Vol. 5(16), pp. 7120-7129, 18
Business Research, 7(2). doi: August, 2011. Retrieved from
10.14707/ajbr.170035 http://www.academicjournals.org/app/webro
Moreno, M. A., & Koff, R. (2018, October ot/article/article1380380816_Pi%20et
22). 11. Media Theories and the Facebook %20al.pdf
Influence Model in: The Psychology of
Social Networking Vol.1. Retrieved from Vero (2017) The Power of Influencer
https://content.sciendo.com/view/book/9783 Marketing. Retrieved from https://vero-
110473780/chapter.9783110473780- asean.com/wpcontent/uploads/2018/11/The-
013.xml?lang=en. Power-of-Influencer-Marketing-EN-2018-
Vero.pdf
Njoroge R. (2013), Impacts of Social Media
among the Youth on Behavior Change: A Weinswig, D. (2016, October 5). Influencers
Case Study Of University Students In Are The New Brands. Retrieved
Selected Universities In Nairobi, Kenya, pp. fromhttps://www.forbes.com/sites/deborahw
20-35. Retrieved from einswig/2016/10/05/influencers-are-the-
https://pdfs.semanticscholar.org/719b/bff4df new-brands/
be9961c6f2b5f39f0dcadb2353695e.pdf
Research Locale
Nur Leila Khalid, Sheila Yvonne Jayasainan
and Nurzihan Hassim (2018). Social media The research will be primarily be
influencers - shaping consumption culture conducted inside the Columban College
among Malaysian youth 16 October 2018. Main Campus in Olongapo City,
Retrieved from Philippines. Columban College was first
https://doi.org/10.1051/shsconf/2018530200 known as Naval Reservation Junior College.
8 It was passed by the Admana family in 1961
to the Columban Fathers. The first director
Rita, R., Hutomo, K., & Natalia, N. (2013). of Columban College was Rev. Thomas L.
Electronic Word of Mouth (e-WOM) Convery with Rev. Fr, Paul O’ Malley SSC
Foursquare: The New Social Media. Binus as his assistant. The Columban Sisters were
Business Review, 4(2), 711. doi: assigned in 1962 to assist in the
10.21512/bbr.v4i2.1385 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
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

15
Rev. William F. Sullivan, SSC as school In addition, Columban College Inc.
director. Rev. Fr. John Curry SSC took over also offers Senior High School program
in 1971 and Rev. Fr. Edward McKenna was which composed and compromise of 5
the school director from 1973 to 1975. From strands which are the Science, Technology,
1976 to 1982 Rev. Fr. Richard Cannon SSC Engineering and Mathematics (STEM),
was the school director. He was succeeded Humanities and Social Sciences (HUMSS),
by Rev. Fr. Vincent Lyons from 1982 to Accountancy and Business Management
1983. In 1983 the administration of the (ABM), Technical Vocational and
college was handed over by the columban Livelihood (TVL) and also the current batch
fathers to the Vincentian Fathers. Rev. Fr. of General Academic Strand (GAS). It has a
Constancio Gan was appointed school total population of 968 students from grade
director. The Daughters of the charity took 11 and 967 students from grade 12, with the
over when the contract of the Vincentian total population of 1,935 students from
expired in 1989 when Sr. Stella Real D.C Senior High School level in the academic
was appointed school director. year 2019-2020.

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.
Figure 2. Map of Columban College
Furthermore, Columban College Inc. Main Campus in Olongapo City
Basic Education offers a primary and
secondary education, and according to
registar’s office, in primary levels it has Significance of the Study
composed of 192 students while in junior
high school level, there are about 492 This study is significant to the
students with the total of 684 students for followings, as it tackles the influence of
both primary and junior high school, in the social media influencers in the decision-
academic year 2019-2020. making of the youth and what are the
positive and negative consequences of it.
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

16
Students- This research can give them Electronic Words of Mouth (E-WOM) -
awareness in using social media and making the strategy of talking that mainly used by
good decision in life. social media influencers, in influencing
audiences.
Teachers- This research can help them to
gain more knowledge about the influence of Generation Z – newest generation ranging
social media influencers and the social between1997 to present. They are currently
media itself, and also they can be the tool in 4 to 24 years old.
educating and teaching their students to be
capable aware in choosing and making Millenials- also known as Generation Y, it a
decision. demographic cohort directly follows by
Genration X. It is ranging between 1981-
Social Media Influencers- This can help 1996.
them to be more careful enough in
persuading and endorsing something in their Netizens- people or users of different social
social media platforms or application. media applications and the internet itself.

Parents- It will help them to guide their Social Media- a website where in social
sons and daughters in using their social media applications and platforms that
media platforms, and they can also help in usually use by social media influencers and
teaching them in making a good decision. people especially the youth.

Youth- This research will help them to give Social Media Influencers (SMIs) - a social
limits in using their social media media user, blogger, entertainer and
applications and it will help them in influencer who influence the decision-
choosing and making their own decision by making of the youth.
not influencing by others. Youth- a certain person who use social
School- This research can give them media applications and platforms and the
knowledge and awareness that can leads into one who influence the decision-making.
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
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------

17