Group 4 The Influence of YouTube Food Vlog Reviews For Viewers Purchase Intention

THE INFLUENCE OF YOUTUBE FOOD VLOG REVIEWS FOR VIEWERS’
PURCHASE INTENTION
A Research
Presented to the Faculty of
Tourism and Hospitality Management
STI College Dasmarinas
In Partial Fulfillment
of the Requirements of the Degree
Bachelor of Science in Hospitality Management
Valentino B. Alcantara
Joni Lou Dane C. Amparo
Hannah Vince U. Clave
Quennie E. Mendros
Martini Croise Ylaya
December 2022
i
ENDORSEMENT FORM FOR FINAL DEFENSE
TITLE OF RESEARCH: The Influence of YouTube Food Vlog Reviews

for Viewers’ Purchase Intention
NAME OF PROPONENTS: Valentino B. Alcantara

Quennie E. Mendros
In Partial Fulfillment of the Requirements

of the degree Bachelor of Science in Hospitality Management
has been examined and is recommended for Final Defense
ENDORSED BY:
Rose Anne Y. Rodrigo

Research Adviser
APPROVED FOR FINAL DEFENSE:
Michael S. Geron, MBA

Research Coordinator
NOTED BY:
Michael S. Geron, MBA

Program Head
December 2022
ii
APPROVAL SHEET
This research entitled: The Influence of YouTube Food Vlog Reviews for Viewers’
Purchase Intention prepared and submitted by Valentino B. Alcantara; Joni Lou Dane
C. Amparo; Hannah Vince U. Clave; Quennie E. Mendros; and Martini Croise
Ylaya, in partial fulfillment of the Bachelor of Science degree requirements in
Hospitality Management has been examined and is recommended for acceptance and
approval.
Rose Anne Y. Rodrigo

Research Adviser
Accepted and approved by the Research Panel

in partial fulfillment of the requirements for the degree of
Bachelor of Science in Hospitality Management
Antonio M. Arias Jr., MBA Annal Lisa I. Abello, MIT

Panel Member Panel Member
FN, MI, LN
Lead Panelist
NOTED BY:
Annal Lisa I. Abello, MIT

Academic Head
December 2022
iii
ACKNOWLEDGMENTS
This research, entitled "The Influence of YouTube Food Vlog Reviews for Viewers’
Purchase Intention," would not have been possible without the guidance and the help of
several individuals who, in one way or another, contributed and extended their valuable
assistance in the preparation and completion of this study.
First and foremost, we the researchers would like to express our deepest gratitude to our
research adviser, Ms. Rose Anne Y. Rodrigo, who has supported us in doing our thesis
with her unending patience and understanding. She, who partake knowledge and brilliant
ideas that made us inspired and become enthusiast in accomplishing our works.
To Mr. Michael S. Geron, MBA, our research coordinator, for his patience and time in
checking and rechecking the paper and for sharing his suggestions and constructive
criticisms, which meant so much for the completion of the study.
To the Facebook group pages, Filipino Food Vloggers Hub, Food Vlogger Philippines,
and Food Trip (Philippines), for being gracious, and allowing the researchers to post in
their pages.
To the respondents of this study, thank you for being approachable, cooperative, and for
spending their time answering the survey questionnaire provided.
To the beloved families and friends of the researchers, for their unending financial,
emotional, and moral support that helped the researchers in the completion of this
research.
To our research group, Valentino B. Alcantara, Joni Lou Dane C. Amparo, Hannah Vince
U. Clave, Quennie E. Mendros, and Martini Croise Ylaya, thank you for all the hard work
and sacrifices you made to complete this study. Sharing ideas and helping each other to
get better results in this research.
iv
And most of all, the researchers are very grateful to God Almighty, for without His grace
and blessings, this study would not have been possible.
VBA, JDLCA, HVUC, QEM, MCY
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ABSTRACT
Title of Research: The Influence of YouTube Food Vlog Reviews for
Viewers’ Purchase Intention
Researchers: Valentino B. Alcantara

Quennie E. Mendros
Degree: Bachelor of Science in Hospitality Management
Date of Completion: January ___, 2023
Technology has changed everything in modern society, and due to pandemic where there
are lockdowns and physical detachment restrictions, people are relying more on
technology to avoid boredom. Food vlogging, one of the breakthroughs in the web, is
very popular among Filipinos. They usually vlog about restaurants and street foods
reviews around the city and convey messages about a particular dish in every minute
detail possible—the flaws, the taste, every ingredient. The researchers want to understand
the process that begins when viewers decide to make a purchase after gathering all of the
information from YouTube food vlog reviews. This research involves collecting
information from reliable resources, analyzing the context, and gathering data and facts.
The researchers use a quantitative approach, descriptive research design, and convenience
sampling to gather all the data. In terms of the tools used to gather information in this
study, the researchers used an online survey questionnaire (a Google Form) to collect all
the accurate information. The researchers use the interval scale for Likert to interpret the
weighted mean range and to measure and collect the data where two intervals between
two points are of equal distance. The respondents were 385 people who watch YouTube
food vlogs and intend to purchase. The results show that the viewers are considering
watching YouTube food vlog reviews, particularly in terms of visual presentation and
information. Lastly, the researchers develop a recommendation for the food vloggers,
viewers/ students, business owners/future entrepreneurs, and future researchers.
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TABLE OF CONTENTS
Page
Title Page i
Endorsement Form for Final Defense ii

Approval Sheet iii
Acknowledgement iv
Abstract vi
Table of Contents vii
List of Tables viii
List of Figures ix
List of Abbreviations x
Chapter I: Introduction 1
Background of the Study 1
Research Questions 5
Objectives of the Study 5
Significance of the Study 6
Scope and Limitation 7
Chapter II: Review of Related Literature 9
Chapter III: Conceptual Framework 23
Chapter IV: Research Methodology 24
Chapter V: Presentation and Discussion of Findings 30
Chapter VI: Conclusion & Recommendation 41
References 48
Appendices 51
Appendix A. Survey Questionnaire 52
Appendix B. Proof of Data Collection Through Online Survey 58
Appendix C. Gantt Chart 59
vii
LIST OF TABLES
Table Page
1 Likert Scale 28
2 Gap widths of Likert Scale 28
3 Frequency and Percentage of Location 30
4 Frequency and Percentage of Age 32
5 Frequency and Percentage of Sex 33
6 Frequency and Percentage of Social Status 33
7 Frequency and Percentage of Device Usually Use When Watching 34
Food Vlog Reviews
8 Frequency and Percentage of Times in Watching Food Vlog Reviews 34
9 Frequency and Percentage of Duration of Food Vlog Reviews 35
10 Frequency of Visual Presentation and Weighted Mean rating and 36
Descriptive Interpretation
11 Frequency of Credibility and Weighted mean rating and Descriptive 37
Interpretation
12 Frequency of Recommendation and Weighted mean rating and 38
Descriptive Interpretation
13 Frequency of Information and Weighted mean rating and Descriptive 39
Interpretation
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LIST OF FIGURES
Figure Page
1 Conceptual Framework 23
ix
LIST OF ABBREVIATIONS
Abbreviations Page
1 Vlog – Food Vlogs 9
2 Vlogger – A person who regularly post videos in social media 9
3 eWOM – Electronic Word-of-Mouth 15
4 PSA – Philippine Statistics Authority 25
x
CHAPTER 1
The Problem and its Background
Introduction
People's social lives have been the most significantly affected, and the changes they have
made to their lifestyles are having an impact on the economy. People are now relying
more on technology because of lockdowns and physical detachment restrictions. To
address their social and economic demands, they can use digital technology. Many
individuals find it boring to only be able to do things at home, but because of
smartphones, they can still socialize by having access to a variety of social media
platforms. These social media platforms can be utilized as interactive media, instructional
media, entertainment media, and marketing media. The social media platforms YouTube,
Instagram, Facebook, Twitter, and TikTok can all be utilized virtually.
As reported by Kemp (2022), there were 76.01 million internet users in the Philippines in
January 2022. At the beginning of 2022, 68.0 % of the country's population was using
internet and spending approximately 5hours 28 minutes to 5 hours 47 minutes per day,
compared to the world average of 3 hours 43 minutes. Internet users in the Philippines
increased by 2.1 million between 2021 and 2022, according to Kepios research. On
YouTube, almost 40 million Filipinos who are 18 or older watched videos on the site
each month previous year. The number of channels with more than 100,000 followers
and the amount of time spent watching different types of content are both increasing,
providing potential for Filipino producers and companies. More than half of the 40
million unique local viewers in the country, as per YouTube, there are 73,858,383 people
over age 18 in Philippines. Where Filipinos used the platform to feed their passion points
and increase their knowledge, watch time increased by more than 50%. In the
Philippines, females made up 50.8 % of the YouTube audience, while men made up 49.2
%.
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There are many platforms or channels created for food reviews but there are very few
studies concerning the usage of a vlog as a medium for food reviews and a channel to
spread information. A prior investigation by Zainal et. al. (2018) discovered that visitors'
intentions and decisions to consider the recommendations of knowledgeable individuals
in the field are influenced by attitudes toward electronic word-of-mouth (eWOM).
Additionally, in accordance with Briliana (2018), it has reported that their primary reason
for going to restaurants is to have a nice dining experience. Therefore, it is crucial that
restaurant owners comprehend the purchasing intentions of their clients and behavior.
Consumer reviews that are uploaded online are one form of eWOM that has been
examined in a number of earlier research (Briliana et al., 2019). Sharing facts or thoughts
in posts on social media has grown to be a very effective tool. A basis for other
consumers to use when considering whether to buy a product is the manner of
communication. An opinion leader in this study is a food vlogger, and the choice under
consideration is whether to buy foods. The knowledge that what will be supplied is
accurate can be established in consumers' perceptions by the information shared by food
vloggers. The presentations of pictures or videos of food and drink give support to this
perception.
This study aims to look at the process from the moment viewers decide to make a
purchase intention when they find all the information from YouTube. The influential
factor of visual presentation, credibility, recommendation, and information can be
integrated into one framework to predict the intention to use food vlogger reviews on
mobile application (YouTube), because each influential factor can be used as a predictor
of behavior. However, the significance of food vlog reviews for viewer’s purchase
intention needs further investigation.
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Background of the Study
Technology has changed everything in the modern society. Communication through hand
written letters or text messages are no longer exist since communication has been
revolutionized by the advancement of new innovation technology. Connecting with other
people with ease is more feasible in today’s world and this is due to speed and with the
help of the internet. Social Media platform has emerged where in billions of people
around the world use social media to share information and make connections. It is a way
to interact with friends and family but was later adopted by businesses that wanted to take
advantage of a popular new communication method to reach out to customers.
Food vlogging is one of the breakthroughs in the web, it is a relatively new term in the
dictionary of YouTube, and if viewers kept up with the past trends, viewers might be
familiar with some popular food vloggers. Anyone with a camera and a passion for food
can jump into food vlogging, where vloggers video their food experiences and share them
on popular social media websites for their audience. Millions of people connect with
these food vloggers to try something out of the box. Although the vlogs may also include
text, providing context for the video, the focus of each post is a video, the use of video
allows the video blogger (vlogger) to express their view and interact with their viewers
more directly on a personal level. Vlogs have become increasingly popular over recent
years mainly on social media platforms such as Facebook, Instagram and YouTube. The
vloggers deliver video updates to mass and great extend influence viewers to.
Food vlogging is very popular among Filipinos usually, vlog about restaurants, street
foods reviews around the city and convey message about a particular dish and places in
every minute detail possible the flaws, the taste, every ingredient. Thus, the owners of
restaurants reached out YouTube vloggers for advertisement.
This also opened a gateway for aspiring social media influencers to make more content
and join in the food vlogging industry. YouTube is becoming one of the common things
for promotional purposes and serve as community for viewers who like watching their
favorite influencers.
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Food vlog review are considered to be more experienced and experts in this field, shaping
consumer attitudes towards certain media (Mumuni et. al., 2019). Basically, viewers
seek advice and recommendations from online social networks when planning to
purchase food online to know what the taste like. It also a useful strategy to attract
customers, just in few years it has become a part of promotional mix of the firms to create
awareness in target areas and influence viewers mind (Academic Research International
vol. 5). In the Philippines, Jayzar “Jay” Recinto who is known for “First bite, thank you
Lord” is a local influencer in the city of Lipa and the province of Batangas in general as
the Chief Storyteller for Hello Lipa and Hello Batangas. Jay is one of the most trusted
people in the province with a loyal base of followers waiting to try his latest
recommendations his channel has over 73.3k subscribers. Furthermore, Carl Chuidian
a.k.a Paps Chui, a host of an online food and travel show on Facebook and YouTube in
the Philippines. He seeks different food spots in the Philippines, from street style skewers
on the side of a road, to exotic foods like crickets, frogs or woodworms in Palawan or
even expensive dishes in a high-end restaurant. He has 122k subscribers.
In this light the researchers decided to conduct this study because they want to know if
food vlog reviews can help or influence the viewers in their purchase intention, and to
find whether food pictures, videos and vlogs posted by food vlog creators cause viewers
in the Philippines to try out the food as suggested. Due to the rise in the number of food-
related blogs and vlogs, as well as the amount the number of followers and likes it
receives, young people, who make up the majority of social media users, prefer to eat the
meal or the eatery recommended in those articles and videos. Additionally, the majority
of adolescents over 18 live with friends and the freedom to live any way they want. So, it
could be a key factor in their decision to go online to find the posts on websites.
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Research Questions
Food videos are popular and trending, with the majority of Filipinos utilizing their mobile
devices to conduct online research, such as watching food vlog reviews to gather relevant
information for their needs in relation to purchase intentions.
Specifically, it seeks to answer the following questions:
1. What are the demographic characteristics of the respondents in terms of?

1.1 Location;
1.2 Age;
1.3 Sex; and
1.4 Social Status
2. Do the respondents watch food vlog reviews on YouTube? (e.g., Food Trip)
3. What device do you usually use when watching food vlog reviews?
4. On average, how many times do you watch food vlog reviews in a week?
5. On average, specify the duration of food vlog reviews you usually watch.
6. To what extent does the food vlog review influence viewers’ purchase intention in
terms of the following variables:
6.1 Visual Presentation
6.2 Credibility
6.3 Recommendation
6.4 Information
Objectives of the Study
1. To determine the most influential factor(s) for viewers’ purchasing intention.

2. To assess whether YouTube food vlogger's images, videos, and vlogs motivate
viewers in Philippines to try the recommended foods.
3. To analyze the results of the gathered information from the questionnaires by the
respondents through watching food vlog reviews.
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Significance of the Study
The researchers believes that this study will not only yield data that will be helpful to
them, more so to the following groups of people:
• The Viewers. This study will benefit primarily the Filipino viewers because of
the information that the food vloggers provided in their content. This study also
includes the factors that influences on why they intend to purchase what they have
watched.
• The Content Creators/Food Vloggers. This study will benefit the content
creators and food vloggers to gain insight through recommendations, reviews, and
feedback of the respondents. This can also help them to rediscover new strategies
on how they can attract more viewers with their improved content strategies.
• The Business Owners/Future Entrepreneurs. This study can also help future
business owners or even existing business owners to enrich their knowledge and
understanding regarding the utilization and maximization of the usage of social
media platforms to increase their sales and social media influence. The vital
information gathered from this study will help them identify the improvement of
their operations.
• The Researchers. This study will tremendously assist and motivate researchers to
be more imaginative and to find strong evidence, new solutions and responses
from the respondents that may affect their skills.
• The Future Researchers. Lastly, the finding of this study will guide future
researchers for their related studies and can use as their reference to conducted
future studies. This may also help them find a different approach that revolves
with the same concept of their chosen research topic.
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Scope and Limitations of the Study
The research focuses on the factors influencing food vlog reviews for viewers’ purchase
intention. Given that Philippines has the highest YouTube users in Southeast Asia with
56.50 million users. This figure means that YouTube’s 2022 reach was equivalent to 50.5
percent of the Philippines’s total population at the start of the year. The research study
will be conducted in 17 administrative regions of the Philippines with 385 YouTube users
as a target respondent that watch food vlog reviews and who have a means or intention to
purchase a food in any establishment. The target respondents are female and male that
ranges from 15 years old to 60 years old and above, as this age they can access the
internet. The age range designated is considered to be a legal age at which they intend to
purchase a variety of fast-moving goods. Furthermore, the age range with some of these
use YouTube more regularly than more traditional methods to watch videos. The target
social status is either employed, self-employed, unemployed, retired, and student.
Additionally, researchers will determine what device respondents usually use when
watching food vlog reviews, on average, how many times do respondents watch food
vlog reviews in a week, on average, the respondents would have to specify the duration
of food vlog reviews video. Moreover, the respondents watch food videos on an average
of 5– 13 minutes, 14 – 22 minutes, 23 – 31 minutes, 32 – 40 Minutes or 41 Minutes and
above.
This study will not cover any problems that are not necessarily connected to the food
vlogs, such as cooking show vlog, and social media platforms such as Facebook, TikTok,
Instagram, and others are not included. Only those four factors that affect food vlog
reviews for viewers' purchase intentions are the focus of this study which are: visual
presentation, credibility, recommendation, and information. In addition, the researchers
will distinct the food content if it’s effective to the viewers in terms of food vlog appeal
and how vloggers influence viewers to try new food experiences. The same surveys are
provided to all of the respondents for completion. The results of this study will only be
applicable to the respondents, and they should not be taken as an assessment of the
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impact of food vlog reviews on viewers outside of the study's demography. The
researchers' created questionnaire will be the primary source of the data.
The target respondents will be gathered from the suggested group of people who are
mainly interested in watching food vlogs, the researchers added specialized Facebook
page as a source of data since it caters a particular group of people who are interested in
searching food hubs. Facebook is a platform of social networking site that has a
widespread and attracts active users as well as provides more up-to-date information. So,
it fulfills the purpose of food marketing. The "Food Trip (Philippines)" Facebook page,
with a total of 7.8K members, was founded on January 8, 2014, by admins Tito R.
Encarnacion and Suzanne Salvo, "Food Vloggers Philippines" was founded by
administrator Edward Maranan on December 19, 2020, and currently has 764 members.
"Filipino Food Vloggers Hub" was founded in April 2021 by admins Angel Santos and
Hershey Choco and currently has 4.1K users, and was chosen to provide the necessary
data for the study. Additionally, researchers post the online survey in each of their
Facebook accounts for easy-to-reach respondents to quicken data collection and finish on
time.
Researchers found some difficulties conducting the research due to the limited sources of
direct communication, as well as communication with the respondents. With this, the
researchers believe that with the help of this, further support will be received. Further of
that, the researchers also seek other participants’ responses by finding the most
convenient respondents that pass the set researchers requirements. When it comes to
obtaining the data required by the respondents, there will be constraints. Instead of the
typical paper and pen interview, the surveys will be done online using Google Forms,
which will be accessible to responders via URL/ link provided.
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CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter includes the current information regarding the relevant literature studies that
helped answer the questions addressed in the study. It includes both local and foreign
studies and its literature.
User-generated video material first appeared online at the start of the twenty-first century,
and it has continued to grow ever since. A growing number of people have been filmed in
front of the camera as a result of the widespread commercial use of digital cameras and
the following development of mobile technologies. Since its launch in 2005, YouTube
has quickly emerged as the top vlogging platform on the world. Internet television made
it possible for the first time for anyone with a mobile phone and internet access to record
a blog in video format (thus, vlog) in order to capture a brief snapshot of their life. A
video blog or video log, usually shortened to vlog /ˈvlɒɡ/, is a form of blog for which the
medium is video, and is a form of web television. It is created by a video blogger or
vlogger. It has three stages namely: producing, wherein the vlogger creates and edits a
video, and uploads it to the hosting site; posting, is which the new vlogs are distributed
online and gets recognized by vlogosphere and often get linked by other vlogs; and
archiving is when the vlogs become out of date or loses of usefulness, it will be archived
or even deleted. Entries can be recorded in one take or cut into multiple parts. (McManus,
2018). In contrast, a blog (a shortened version of “weblog”) is an online journal or
informational website displaying information in reverse chronological order, with the
latest posts appearing first, at the top. It is a platform where a writer or a group of writers
share their views on an individual subject. (Minaev, 2022).
Furthermore, Fidan and Debbag (2018), emphasized in their study on the use of vlog, that
vlogs are useful mostly in professional and technical terms. It is observed that vlog
contributes to recognizing the shortcomings, reviewing and correcting them (reflective
learning, self-regulation skill) and to the development of self-expression, communication,
information sharing, critical thinking in terms of individual and social development.
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Zhang (2018) studies on Exploring Engagement in Vlogs through Content, Context, and
Presence reveals that vlog audience engagement can be addressed through both customer
and media engagement theories, such as using interaction, self-presentation, information
management, and rewards in their vlog content. Sensory and media elements may evoke
aspects of presence to contribute media engagement.
Vloggers use social media sites to connect with their audiences as they actively promote
it in their videos. The videos posted in vloggings are cheaper and allow people to create
new media every day and anyone can become producer unlike with the traditional media
such as broadcast television. Vlogs start with a title card that lets the viewer know what
do they watch. One of the major motivations for vlogging is to find friendship in the
vlogging community and to receive feedback and support from other vloggers (Zhang,
2018). The subject of this study will be food vloggers. Food vloggers are social media
influencers on YouTube who produce documentary films with food-related content
(Tinaprilla et al., 2019).
Over time, the term “vlogging” has widened to include video streaming on YouTube,
Facebook, and the other live video networks according to Animotica (2021).
1. When it comes to vlogging, YouTube has to be the number one platform to

consider. In San Mateo, California, on February 14, 2005, Chad Hurley, Steve
Chen, and Jawed Karim created YouTube. YouTube is not just the world’s largest
video-sharing platform. It has also established itself as the world’s second-largest
search engine after Google, with over 1 billion users and over 30 million active
daily users. In fact, it was only after the creation of YouTube that vlogging really
took off. More than 1 billion people now utilize this seasoned platform, and more
than 500 hours of video are uploaded every minute and up to 12 hours of video
content can be posted to YouTube by verified accounts.
2. Furthermore, the second-best platforms for vlogging are Facebook, the world’s
largest social media platform a website that is designed for connecting people.
The platform allows users to post written content, images, and videos. Videos up
to 4 hours long can be posted on Facebook by creators. Additionally, the site has
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enabled producers to make a full-time living by uploading videos online since
2015.
3. Instagram was established by the people who own Facebook as a platform for
sharing pictures and videos. But the site has developed over time to become the
sixth-largest social media network. Instagram users upload more than 5 million
videos each day. Additionally, it is free to sign up and enables creators to publish
videos up to 60 minutes long (for Instagram Stories) (live stream videos).
4. TikTok is a platform that is still quite new. But in recent years, its user base has
grown tremendously and now exceeds 700 million which is owned by Beijing-
based tech company ByteDance. TikTok is perhaps the best option to begin if
creators want to create incredibly brief, interesting videos varying in duration
from 15 seconds to 3 minutes.
5. Vimeo is a bit different from YouTube, Instagram, and Facebook because it
allows viewers to watch videos without being interrupted by in-video ads. As a
result, most creators favor Vimeo for premium content. Though users might not
be familiar with it, Vimeo is a very well-known platform with over 90 million
active users each month.
In this paper, researchers tend to focus on the World’s best platform in terms of food
vlogs like YouTube. Some of the videos are integrated like YouTube channel might also
appear in some Facebook page as well (Tangnuntachai, 2018).
In Philippine Statistics Authority (2020), Region IV-A (CALABARZON), one of the 17

administrative regions, had the most people (16.20 million), followed by the National
Capital Region (NCR) with 13.48 million and Region III (Central Luzon) with 12.42
million. In 2020, these three regions' collective population made up around 38.6% of the
country's total. Likewise, Region VI (Western Visayas) and Region VII (Central
Visayas), with 8.08 million and 7.95 million populations, were among the top five most
populous regions. With 1.80 million people, or roughly 1.6 percent of the nation's
population, the Cordillera Administrative Region (CAR) was the least populated area.
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In the Philippines at the time, 50.8 percent of YouTube's ad viewers were women and
49.2 percent were men. Note that only "female" and "male" users' audience gender
information is published in Google's advertising resources.
In relation to monetize vlog YouTube videos, creators must accumulate 4,000 hours of
watch time within a 12-month period. Only views of regular, long-form videos count
toward meeting YouTube's monetization eligibility criteria. First off, videos may be
made of any length and yet be made into money. Make the video at least 8 minutes long,
though, so creators may include more mid-role advertisements for maximum earnings.
(Clark, 2022)
Food is booming on YouTube, whether users are searching for an entertainment or

watching their favorite food trip videos. According to YouTube's annual Brandcast, over
40 million unique viewers in the Philippines watched the site each month last year. More
than half of the 40 million unique local viewers, as per YouTube, are between the ages of
18 and 34. The YouTube is fostering the fan culture of foodies and offers insights into the
viewers that feast on food videos. They are tuning in to see videos that will inspire,
inform, or entertain. Because of its steadfastness, enthusiasm, and level of engagement,
subscriptions to food. Furthermore, Brown (2019) also conduct consumer research on
viewer viewing habits. In spite of the fact that over half of all adults watch food videos on
YouTube, they discovered that millennials and Gen Z (those between the ages of 18 and
34) watch the most of it, watching 30% more food material on the platform than other
age groups.
The term "food trip" has since acquired a new meaning, says Peña (2019). In the article,
the term is used in its literal and original sense, which is "to make a trip somewhere
where food can be eaten." Young people use it to indicate "a momentary gusto for food."
People tend to have their own trippings that satisfies themselves. In the dictionary, you
cannot see the exact meaning of a food trip, only the meaning of the separate words of
food and trip. But for me it is an intense, stimulating or exciting food experience. What to
eat, where to eat, how to eat the meal, and how willing viewers are to do it are other
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considerations. Viewers may occasionally hear or mention the phrase "food trip." There
are many different ways that people engage in food tripping. Class A people go on eating
trips to five-star hotels or premium cafés with the latest specialties or treats. In order to
go food tripping, middle-class people either frequent fancy eating establishments or go
from one location to another. The average person loves to visit fast food restaurants or
food courts. Students purchasing various types of junk food, going to a park or canteen,
and then enjoying food trips while chatting.
In the article of OneNews PH by Rosales (2022), Filipinos are using their mobile phones
not only to communicate but also as mobile computers as well. A survey by multinational
telecommunications company Telenor recently reported that Filipinos tend to spend some
90 percent of their day using their mobile phones for various purposes, mostly for
productive activities. The study identified five growth potential for increase mobile usage
video calling, Wi-Fi at home, watching live TV shows, blogging and streaming video like
YouTube. A typical household owns at least four of the following devices: a smartphone
(89 %), desktop (53 %), tablet (14 %), laptop/netbooks (37 %) and smart TV (4 %).
In the article of the Philippine Star conducted by Licsi (2022), the data showed Pinoys are
connected to the internet for 10 hours and 56 minutes a day, which in turn, totals to 166
days a year. Of that time, four hours and 15 minutes a day are spent on social media,
which equates to 65 days a year. The most used app is YouTube with users clocking in 11
days and 14 hours a year.
Visual Presentation
As online video sharing becomes more commonplace and as viewing shifts from
televisions to smart devices, user expectations for good quality are rapidly rising. In this
context, it is important for content creators to understand whether and how video quality
affects user engagement as well as the best ways to deploy resources to vloggers to raise
video quality. The probability that a video will be shared also increases with the quality
of the modified video and its presentation, as well as its capacity to make an impression
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and stick in the mind of the viewer. Well-styled of food, usually referred to as "food
styling," is the art of preparing food to be photographed or filmed. Good quality footage
is what makes a vlog exceptional. Viewers will find low-quality videos less appealing,
which may make it more difficult for them to access or engage with the desired content
and shaky footage is a major turn off in the vlogging scene. Today, aside from being a
medium for interacting with others, social media like YouTube is also the main choice
for entertainment. Food shows delivered by food vloggers on YouTube attract viewers’
attention and it is evident that they tend to choose the food vlogger channel to be a source
of information and advice. Food content videos that air on YouTube can affect the desire
of viewers to try food served by food vloggers. In dictionary definition, attractive is a
pleasing to the eye or mind for instance by looking at the mouth movements, sounds
produced by food, and the types of food displayed by food vloggers, it indirectly made
viewers feel that the food was very delicious and stimulates the desire to try what is being
presented. Foods that produce a crisp sound when bitten, will indirectly make someone
think about the taste of the food, therefore, someone tends to be curious to try the food
they see on YouTube. (Briliana, 2020).
A well-presented food in a vlog brings the attention of viewers. The food vloggers
experiment with the type of content they present that makes the audience eager to know
what's new on the platter thus triggers their cravings (Upadhyay, 2022). Stimulus arising
from watching food content can foster appetite and encourage eating. Seeing a variety of
foods on YouTube can cause hunger and the desire to eat. Food presented on YouTube
that viewers can see and hear stimulates appetite. Food content videos that air on
YouTube can affect the desire of teenagers to try food served by food vloggers. By
looking at the mouth movements, sounds produced by food, and the types of food
displayed by food vloggers, it indirectly made them feel that the food was very delicious
and stimulates their desire to try what is being presented.
Researchers discovered that appearance influences purchasing intent in a favorable way.

Another reason is that celebrities are increasingly being employed as endorsers for food
related videos, this has increased the importance of attraction. According to previous
studies, physical attractiveness is defined as a beautiful and attractive face and a perfect
14
body, whereas psychological attractiveness means the extent to which consumers feel
familiar with the information source or the extent consumers perceive the information
source similar to themselves.
A lot of viewers rely on word-of-mouth (WOM), the products and services from their
relatives and other close family members and companions. Since the advent of the
Internet, WOM has evolved into eWOM. This is electronic word-of-mouth, to which
people look for information of particular interest goods and services available through
YouTube channels including the Internet and social media such as Facebook, Instagram,
and YouTube. Electronic word-of-mouth however, functions here as a form of social
media influencer (Cong & Zheng, 2018.)
Credibility
Viewers trust influencers for a variety of reasons, including their reputation and the
number of their followers, likes, and shares, which can increase engagement between
viewers and reviewers. For viewers' confidence, the information and content are also
vital. These are the things that encourage viewers to have faith in them then eventually
become customers of that business or establishment (Story, 2019). Consumers will access
information, reviews, and feedback before making any purchases and knowledge gained
from actual users. However, one thing that might help develop relationships is trust from
the viewers and eventually reach the consumer. Customers will return after that or not,
depending on the quality of the food and restaurants' goods and services.
Food vlogs reviews provide detailed information or explanations about the food vloggers
have tried and evaluated, in an interesting video format that shows how the seller
prepares the food and serves it up, and how it is consumed. Research by Kusumasondjaja
and Tjiptono (2019) found there are circumstances that encourage consumers to seek
information on Instagram; they understand it and are ultimately interested in buying the
products advertised on that app. When consumers see YouTube shows, they look for
information about vlogger reviews of the food and drinks offered as street food including
menu variations and recommendations, prices, how to consume the food, hours of
15
operation, and the atmosphere. Food vloggers start by showing how the food is cooked
and served, accompanied by spontaneous interviews between the food vloggers and the
sellers or chefs. In the phase where the food vlogger is actually eating the food, sharing
the experience of consuming vicariously becomes most important for inspiring
purchasing decisions. If the social media sites present interesting content and positive
messages, viewers feel a sense of connection to and trust in the people who are posting
the messages (Yuan et. al., 2018), thereby increasing the intimacy felt by the audience
with the vloggers. This can lead to some viewers developing increased attachment or
even dependence on the vlogs, so that they become fans who watch the postings regularly
and even subscribe.
The timeliness of the message concerns whether the messages are current, timely, and up-
to-date. As suggested by Madu and Madu (2020), when the online customer review that
is not consistently updated, it cannot deliver the desired results and therefore provide no
added value to the user. The messages that are not up to date, will make the customer that
read the online review confuse, either the message is still valid to be referred or not.
Information
According to Brewer (2018), there is very little information within the scope of
knowledge about the features that influence the online reviews environment. Thus, this
study will look deeply into the factors that contribute to the decision making to make the
purchase intention. The improvement of quality attributes will enhance the method used
for this marketing technique (food vlog reviews) by understanding and discovering the
reactions or customer behavior responses in this study. Moreover, this study can also
create the opportunity for other food industry or companies to make collaboration with
influential persons in the social media for their marketing strategies, hence altogether
give the benefits for both parties. This is because online reviewers are considered to be
more experienced and experts in this field, shaping consumer attitudes towards certain
media (Mumumi et. al., 2019). Basically, tourists seek advice and recommendations
from online social networks when planning their trip because the opinions of more
16
trusted friends are shared through social media. They place more trust in the reviews
(e.g., photos and videos) of people who have tried a product and evaluated it (Briliana,
2018).
Most Filipino revealed that watching food content on YouTube increased knowledge
about food variations. Food content on YouTube is imagined to be educational and
provides new knowledge related to food and culture in various regions in the Philippines.
For teens, social media like YouTube is a place to find information related to particular
foods and other things that pique their interest, including information about places they
might wish to visit one day. Viewer’s knowledge also increased with regard to the eating
culture of certain places. Other benefits of watching food content on YouTube includes
the development of taste in different foods. The viewer’s decision to choose menus and
places to eat is often influenced by reviews from food vloggers. The recommendations
given by a food vlogger is a consideration for adolescents to find out various types of
food, restaurants and food stalls.
This study redefined usefulness in the context of vlogs as the circumstance in which a
vlog viewer feels that the recommendations and remarks of a vlogger would reinforce his
or her purchase intention, particularly when acquiring new or expensive food. People
frequently express that when they are unsure of something, they seek to vloggers for
advice. Lessen the likelihood that they will purchase new or pricey goods.
As suggested by Madu and Madu (2020), Internet users rarely read web pages they surf
in detail, but they scan the page to find out only for the information they need. They want
to search the information they want faster, and with little effort put on. Meanwhile, they
are actually read what they feel important to them. So, it is important to have only
presented the most relevant information in the online community. Dunk (2017) also
suggests that the relevance is an important element in decision-making, as the relevance
of the decision-making is made based on the relevance of the information collected.
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Recommendation
YouTube reviews are an informal type of commercial communication in which

information about products, services, or firms. It is implied that: the review is based on a
vlogger’s real experience with the product and vlogger do not make any profit from
posting such a review. Exaggerated reviews are those that overstate and misrepresent
vloggers’ product experiences, and consequently constitute a type of fake review (Kapoor
et al., 2021). An important and unavoidable aspect in YouTube is online reviews. These
reviews significantly influence both the buying decisions and the spending patterns of
customers. However, as food vlog reviews expands, bogus reviews hereafter referred to
as "fake reviews" are becoming more and more common. Fake reviews mislead the
consumers from real evaluations of products or services (Wu et al., 2020).
A tendency is emerging for viewers to be more dependent on and pay greater respect to
the opinions expressed in food vlog reviews, in comparison to other sources of
information (e.g., friends or relatives). This is because online reviewers are considered to
be more experienced and experts in this field, shaping viewers attitudes towards certain
media (Mumumi et. al., 2019). Basically, tourists seek advice and recommendations from
online social networks when planning their trip because the opinions of more trusted
friends are shared through social media (Oliveira et. al., 2020). Past empirical studies
have also found discussions on social media among consumers who have the same
interests in an activity, watching content, sharing knowledge and experiences in
considering purchasing intention. They place more trust in the reviews (e.g., photos and
videos) of people who have tried a product and evaluated it (Briliana, 2018).
Purchase Intention
Intention can be defined as "a person's motivation in relation to his awareness of planning
to exert effort to behave”. Purchase intention considered as information searching before
consumers make a purchase on a specific services and products that they are interested.
They tend to used information that they searched to determine about buying intention.
The process of information searching might come in the form of content, reviews from
18
the influencer in YouTube, the real experience users’ feedback or any comment. So, after
they searched and analyzed the information, they decide to make a purchase this we call
purchase intention. The audience considers these aspects while making a purchase. These
are all measurements are interconnected; thus, influencers should generate high-quality
results of knowledge that later helped the viewers develop trust. Afterall, viewers who
has purchase intention, they frequently look for trustworthy sources for information from
reliable influencers. However, these can lead to consumers’ decision making if they are
going to purchase products or services base on the influencers that they review or not.
The right influencers with reliable information will be able to lead them to make a
purchase on those goods. (Ferraz et. al., 2018).
Age is influencing factor when it comes to purchasing of something and in making the
choice of a particular food. Purchasing intention has a relationship with demographic
factors such as age. Younger consumers are more significant to influence purchase
intention, according to previous research. It might be because the younger consumers are
more open to experience and are less concerned with prices. So, they will try to decide to
make easier decision and intend to purchase something in return. (Ogundijo, Tas, and
Onarinde, 2022)
According to Bansal (2018), children ages 1 year through to beginning of adolescents 13

years old usually doesn’t think much about where to buy a product from or when to buy.
This age group is usually directed by his or her family about the intention of from where
to buy and when. Additionally, they don’t necessarily buy goods for his or her needs. The
products which please him/her are purchased and thus, the larger share of responsibility
of purchasing lies on the family. In May 2021, eMarketer found that roughly 56% of ages
between 18 to 24 years old and older, and 47.5% of 14 to 17 years old are more likely to
engage in purchasing food in social commerce and physical stores than older generations.
Moreover, a teenager and the adult have total discretion to decide for their purchases by
themselves. For example, be it the food trip destination, the time to purchase, the method
of payment or whether to buy or not. The entire process is completed by them on their
own and their age affects their purchase decisions a lot. According to the GSIS, the
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optional retirement age in the Philippines is 60 while the compulsory retirement age is 65
thus, individuals ages 60 and above are a little dependent on their families again for their
purchase intentions due to lack of being physically and economically independent.
In general, social media platforms like YouTube have incorporated into the lives of
Filipinos. It is disputed whether YouTube's major function after the advent of the internet
and social media platforms was to provide the public with a platform where they could
create and maintain meaningful videos of various foods in various geographic places.
However, the role has changed greatly over time. Brewer (2018) asserts that relatively
little knowledge exists regarding the characteristics that affect the environment for online
reviews. Despite this diverse and growing range of applications, multiple studies show
that using food vlog material as a source of knowledge enhances viewers' perceptions.
To begin with, despite the fact that there are many social media platforms available for
vlogging, most viewers still prefer YouTube over the previous personal journal format,
the blog, especially when discussing the kind of foods, they intend to purchase.
According to millennial-targeted research on food vlogs as a source of knowledge,
travelers seek online social networks for suggestions and guidance while making travel
plans because these networks are where more reliable peers offer their ideas. They give
more credibility to testimonials (such as pictures and videos) from persons who have
tried and reviewed a product (Briliana, 2018). This serves to remind of the idea that large
audiences regularly look up a specific food trip reviews when they are unsure of anything
and turn to vloggers for advice. Reduce the chances that they will purchase or not.
Nevertheless, viewers will find low-quality videos less appealing, which may prevent
them from accessing or engaging with the required content. Sokova and Kefi (2020)
claim that watching the mouth motions, sounds created by the food, and varieties of food
showcased by food vloggers gave them the sense that the meal was of high quality and
incited their want to try what was being presented. When someone bites into a food that
makes a crisp sound, they are likely to think about how it tastes, which makes them more
likely to want to eat the food they watch on YouTube. This implies that if the food
vloggers have expertise and skill, their review videos will be trustworthy and successful,
20
resulting in the viewers' desire to sample the food and rely on them. As a result, the
audience may be convinced to buy goods that they believe come from experts.
In conclusion, YouTube food vlog reviews have an informational impact on viewers. As
was aforementioned, viewers who depend on food vlogs would have been given
recommendations. This backs up the theory that watching food videos encourages
viewers to make purchases. Researchers need to conduct more research to enhance
viewer interest in food vlogs.
Although Social Media Influencer/Vlogger and Food Vlogger share similarities in

Vlogging industries in terms of their viewers purchasing intention both them has
differences. Both Social Media Influencer/Vlogger and Food Vloggers aims to connect
with their audiences as they actively promote it in their videos. But their differences are
SMI/Vlogger start with a title card that lets the viewer know what do they watch, and one
of the major motivations for vlogging is to find friendship in the vlogging community and
to receive feedback and support from other vloggers (Zhang, 2018). Also, their vlog
contributes to recognizing the shortcomings, reviewing and correcting them (reflective
learning, self-regulation skill) and to the development of self-expression, communication,
information sharing, critical thinking in terms of individual and social development.
While the Food Vlogger are also a social media influencer but on YouTube who produce
documentary films with food-related content food vloggers reviews and provide detailed
information or explanations about the food have tried and evaluated, in an interesting
video format that shows how the seller prepares the food and serves it up, and how it is
consumed. Usually, Food vloggers start by showing how the food is cooked and served,
accompanied by spontaneous interviews between the food vloggers and the sellers or
chefs where in this phase the food vlogger is actually eating the food, sharing the
experience of consuming vicariously becomes most important for inspiring purchasing
decisions.
The audiences research process has significantly changed during the past decade. The
overview of audiences’ behavior was quite different 10 year ago, when YouTube just
21
appeared and was not yet something common to everyone. It is seen pretty well in Jason
Toynbee's chapter published back in 2006 where he is making strong statements
regarding the difficulties of measuring media audiences’ interest towards certain content
or advertised product. From Toynbee's conclusion stated that without having certain
analytical tools it was very complicated to reach some findings about audiences several
years ago, especially for more traditional kind of media such as TV and print magazines
which were quite difficult to analyze from statistical point of view (Toynbee 2006, p.
102). YouTube is one of those social media that today provides enormous variety of
opportunities to examine audiences' behavior and preferences, to study current watching
trends and to make certain conclusions based on findings.
To certain extent, the trend of watching YouTube can be considered as a tendency that
originates from the habit of watching television. In other words, YouTube might soon be
called a new television. According to Michael Strangelove, videos generate a special
power that audiences obtain when involving themselves to watching routine. The power
allows viewers to become participants and erase the boundaries between audience and
content creator. Comparing to a television consumer, a YouTube subscriber has much
more freedom. The TV has been not only often considered as a tool that requires specific
context to be used in (usually related to domestic practices), but it is also seen as a source
showing false reality and distorting human perception of the world. Meanwhile, YouTube
content has gained reputation of reliable and credible information even when it is
presented by amateur creators. In result, the modern video platform performs as a creative
alternative to TV, where content is mainly user generated and viewers have a voice and
perform as hyperactive audiences.
Today an open source of statistical information (YouTube analytics) allows producers

(bloggers) to track information needed to be able to create relevant content. Thus, a video
blogger can not only measure its audiences but also see their preferences and to find
reasons of their actions on YouTube channel. Now it is perfectly functioning not only for
TV but also on one of the most popular video platforms in the world – YouTube.
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CHAPTER III
CONCEPTUAL FRAMEWORK
A conceptual framework is used in this research to describe the relationship between food
vlog reviews for viewers’ purchase intentions. With a conceptual framework, the ideas
will be arranged to achieve the core concept and research goal. The link between the
variables and each other is depicted in the picture below:
Figure 1. Conceptual Framework
In the variables illustrated above, there are 4 variables that will help identify,
determine, and analyze the influence of food vlog reviews for viewers’ purchase
intention. These variables are the visual presentation of the content, the credibility of
content creator, the content creators’ recommendation, and the information that the
content provides for viewers. These variables/elements will be the researchers’ key factor
and guide in achieving the study’s objectives and will further answer questions that was
raised in the entirety of the research study.
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CHAPTER IV
METHODOLOGY
This chapter explains the methodology applied by the researchers, the respondents' group,
the sampling process, the statistical tools, and the several research instruments sets that
were utilized to process the data. The research methodology accessible for the study is
covered in this chapter along with what can be used. This chapter also explains how the
research will be carried out and how to produce useful results.
Research Design
The study used a descriptive design which aims to accurately and systematically describe
a population, situation or phenomenon. It can answer what, where, when and how
questions, but not why questions. Although qualitative research can also be utilized for
descriptive purposes, descriptive research is typically classified as a subtype of
quantitative research. To guarantee that the findings are accurate and trustworthy, the
research design should be properly created. (McCombes, S. 2019). The purpose of a
descriptive research design is to provide the views of the participants and respondents
about the phenomenon being studied. The researchers used a quantitative approach for
this study wherein the type of data collection is through survey questionnaires. Survey
questionnaires are commonly used and proper fit for quantitative research design because
it is designed to collect data from a preferred area or population. It is commonly used
through questionnaire which will utilize the data collection as survey instrument.
Research Locale
The locale in the study were the Philippines. Given that Philippines has the highest
YouTube users in Southeast Asia with 56.50 million users. This figure means that
YouTube’s 2022 reach was equivalent to 50.5 percent of the Philippines’s total
population at the start of the year. The research study will be conducted in 17
administrative regions of the Philippines.
24
Research Respondents
The study respondents were Filipino viewers who is watching food vlog content on
YouTube within 15 to 60 and above years of age who were living in the Philippines.
Furthermore, the respondents were conveniently chosen based on the requirements about
food vlogs reviews for viewers’ purchase intension. Participants who decided to
withdraw or disagree during the study were immediately excluded and were freely
allowed to participate no further. Based on criteria researchers set, these respondents are
capable of providing best information that are significant to the aims of the study.
Sampling Method
The researchers used convenience sampling to simplify the survey. The researchers used
a custom survey questionnaire. Using a non-probability method known as convenience
sampling, data are gathered from population members who can easily participate in the
study (Saunders, M., Lewis, P., and Thornhill, A., 2022). The population group from
which the sample is being selected is close at hand, and the elements are being chosen
based on their accessibility and qualifications. Since the study is focused on a specific
group of people who have watched food vlogs on YouTube. The researchers contacted
the Philippine Statistics Authority (PSA) to obtain the total population of the sample
respondents. In order to collect responses, Google forms were distributed to viewers in
selected Facebook group pages, including Food Trip (Philippines), Food Vloggers
Philippines, and Filipino Food Vloggers Hub, and researchers posted the online survey in
each of their Facebook accounts. The sample size was composed of 385 respondents
living in the Philippines. The value was computed using a sample size calculator made by
the Australian Bureau of Statistics.
Sample Size
According to the Philippine Statistics Authority’s Various Census Reports in 2020, the
total population in Philippines consists of 68,260,916 with age ranges 15-60 years old
above. Due to time and accessibility constraints, it is impossible to survey the whole
25
population. With that, the researchers used the sample size calculator made by the
Australian Bureau of Statistics. The sample size was composed of 385 respondents who
is watching food vlog content on YouTube living in 17 administrative regions of the
Philippines. The sample size was calculated through the Cochran Q formula:
Whereas:
n= Sample size
E= Margin of error
N= Population size
r = Fraction of the responses of interest
Z(c/100) = Critical value for c
c= Confidence level
The sample size obtained from the formula depicted the total number of viewers who is
watching food vlog reviews on YouTube required to validate the responses gathered by
the researchers.
Research Instrument
To get the appropriate data, the researchers will have survey questionnaires with three
parts. Part I researchers ask for the personal profiles of the respondents. The tool for
profiling was made by the researchers; it will determine the location, age, sex, and social
status. Part II: YouTube Users consists of three questions with corresponding boxes, with
the one that best represents the respondent's response being chosen. Part III of the
questionnaire contains 4 factors with 12 statements related to the influential factors of
food vlog reviews for viewers’ purchase intention. All of these will serve as the primary
instruments in data gathering and the statement formulated are to be answered by the 385
respondents who is watching food vlog content on YouTube, male and female ages below
15 years old to 60 and above. Facebook is a platform of social networking site that has a
26
widespread and attracts active users as well as provides more up-to-date information. The
"Food Trip (Philippines)" Facebook page, with a total of 7.8K members, was founded on
January 8, 2014, by admins Tito R. Encarnacion and Suzanne Salvo, "Food Vloggers
Philippines" was founded by administrator Edward Maranan on December 19, 2020, and
currently has 764 members. "Filipino Food Vloggers Hub" was founded in April 2021 by
admins Angel Santos and Hershey Choco and currently has 4.1K users, and was chosen
to provide the necessary data for the study. Additionally, researchers post the online
survey in each of their Facebook accounts for easy-to-reach respondents to quicken data
collection and finish on time.
Google form were used to disseminate the survey questionnaires; target respondents will
get the link or QR code and can answer it during their availability. The researchers will
employ a variety of strategies to lessen the likelihood of common methodological bias.
Respondents were initially advised that their participation in the survey was entirely
optional. Respondents were told that the questionnaire should be treated as a reflection
rather than a test of any aptitude. Respondents will be guaranteed full anonymity, as their
identities and e-mail addresses for the online form were never required. All returned
forms are maintained in a secure location and for academic purpose only.
Statistical Treatment
a) Likert Scale
To specify the respondents’ level of frequency to this research, a 5-point: Likert scale
will be used with variations from “always” to “never”.
Table 1.
Likert Scale
Scale Frequency Description
1 Never 0% of the time
2 Rarely Up to 25% of the time
3 Sometimes Up to 50% of the time
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4 Often Up to 75% of the time
5 Always 100% of the time
In this table the researchers use Likert scale which rated of never that has value of 1,
Rarely 2, Sometimes 3, Often 4 and Always 5.
According in English grammar, adverb of frequency describes how often an action
happens. There are five common adverbs of frequency that people use in English: always,
often, sometimes, rarely, and never.
b) Interval Scale
The researchers use the Interval scale for Likert to interpret the weighted mean range.
The Interval scale used to measure and collect the data where two intervals between to
points are of equal distance. In finding the range, it is computed by subtracting the
highest scale to the lowest scale, then difference will be divided to the given number of
scales.
Formula:
Gap width= series width/number of the group
(5-1) /5 = 0.80
Thus, 0.80 is the Interval for each of the weighted mean ranges. (Aydin, D., Yaldiz, E., &
Buyuksahin, S, 2020)
Table 2.
Gap widths of Likert scale
Assign Point Descriptive Weighted Mean Range
Interpretation
1 Never 1.00-1.80
2 Rarely 1.81-2.60
3 Sometimes 2.61- 3.40
4 Often 3.41- 4.20
5 Always 4.21 – 5.00
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c) Frequency and Percentage distribution Formula:
The following statistical tools were used to analyze the data. The demographic profile of
the respondents was described using frequency and percentage distribution.
f x 100
%= n
Whereas:
%- Percent
f - Frequency
n – Total number of respondents
The frequency in the category is divided by the total respondents to determine the
percentage, which is then multiplied by 100%. (Korb, 2022).
Weighted means were used to determine the degree to which respondents are influenced
by food vlog reviews for purchase intentions in terms of visual presentation, credibility,
recommendation, and information.
d) Weighted Mean Formula:
Σwx
Weighted Mean=
Σw
Whereas:
∑ — Summation X — the Value
W — Corresponding weight for each observation
To put it another way, multiply each weight (w) by its corresponding value (x), add
everything together, then divide by the total weight (w) (Thakur, 2020).
29
CHAPTER V
PRESENTATION AND DISCUSSION OF FINDINGS
This chapter presents, analyses, and interprets the data gathered from the survey
conducted by the researchers. Data are presented according to the sequence of the
questions raised in the statement of the problem and in the form of tables.
The researchers started conducting the data gathering procedure last December 8, 2022-
December 14, 2022, to the convenient people in the Philippines specifically the chosen
Facebook pages to supply the needed data for the study are classified as "Food Trip
(Philippines)" with total number of 7.8K members created on January 8, 2014 by
Admins: Tito R. Encarnacion and Suzanne Salvo. "Food Vloggers Philippines" with a
total of 764 members was created on December 19, 2020, by administrator Edward
Maranan. "Filipino Food Vloggers Hub" with a total of 4.1K members was created on
April 20, 2021, by administrators Angel Santos and Hershey Choco. Additionally,
researchers post the online survey in each of their Facebook accounts to quicken data
collection and finish on time. The questionnaire was distributed online using Google
Forms to those who are willing to cooperate and share their own experience about the
food vlog review in their purchase intention. From the total of 385 respondents who
participated in the survey, the following information was obtained.
Table 3.
Frequency and Percentage of Location
Location Frequency Percentage
NCR (National Capital Region) 75 19.5 %
CAR (Cordillera Administrative Region) 2 0.5 %
REGION I (Ilocos Region) 8 2.1 %
REGION II (Cagayan Valley) 2 0.5 %
REGION III (Central Luzon) 28 7.3 %
REGION IV-A (CALABARZON) 232 60.3 %
REGION IV-B (MIMAROPA) 5 1.3 %
30
REGION V (Bicol Region) 7 1.8 %
REGION VI (Western Visayas) 5 1.3 %
REGION VII (Central Visayas) 3 0.8 %
REGION VIII (Eastern Visayas) 14 3.6 %
REGION IX (Zamboanga Peninsula) 0 0%
REGION X (Northern Mindanao) 0 0%
REGION XI (Davao Region) 4 1%
REGION XII (SOCCSKSARGEN) 0 0%
REGION XIII (Caraga Region) 0 0%
BARMM (Bangsamoro Autonomous
0 0%
Region)
Total 385 100 %
The table presents the total respondents in each region in the Philippines. The region with
the highest percentage is REGION IV-A (CALABARZON), which has a total of 60.3%
of the total respondents, followed by NCR (National Capital Region) with a total of
19.5% of the total respondents. Followed by REGION III (Central Luzon) which has a
total of 7.3% of the total respondents, and followed by REGION VIII (Eastern Visayas)
which has a total of 3.6% of the total respondents. Followed by REGION I (Ilocos
Region) which has a total of 2.1% of the total respondents, and followed by REGION V
(Bicol Region) and which has a total of 1.8% of the total respondents. Both REGION IV-
B (MIMAROPA) and REGION VI (Western Visayas) got a total of 1.3% of the total
respondents which followed by REGION XI (Davao Region) with a total of 1% of the
total respondents and followed by REGION VII (Central Visayas) which has a total of
0.1% of the total respondents. CAR (Cordillera Administrative Region) and REGION II
(Cagayan Valley) got the lowest percentage of total respondents which both got a total of
0.5% of the total respondents.
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Table 4.
Frequency and Percentage of Age
Age Frequency Percentage
15 – 19 Years old 54 14.03%
20 – 24 Years old 189 49.09%
25 – 29 Years old 77 20%
30 – 34 Years old 33 8.57%
35 – 39 Years old 15 3.90%
40 – 44 Years old 6 1.56%
45 – 49 Years old 5 1.30%
50 – 54 Years old 2 0.52%
55 – 59 Years old 1 0.26%
60 Years old and above 3 0.78%
Total 385 100 %
The table presents that the ages 20 – 24 years old got a total of 189 which has an
equivalence of 49.09% of the total respondents. The ages 25 – 29 years old got a total of
77 which has an equivalence of 20% of the total respondents. The ages 15 – 19 years old
got a total of 54 which has the equivalence of 14.03% of the total respondents. While the
ages 30 – 34 got a total of 33 which has an equivalence of 8.57% of the total respondents.
The ages 35-39 got a total 15 which has an equivalence of 3.90% of the total respondents.
The ages 40 – 44 years old got a total of 6 which has an equivalence of 1.56% of the total
respondents. The ages 45 – 49 years old got a total of 5 which has an equivalence of
1.30% of the total respondents. The ages 60 years old and above got a total of 3 which
has an equivalence of 0.78% of the total respondents. The ages 50 – 54 years old got a
total of 0.52% of the total respondents and the ages 55 – 59 got the lowest percentage
which has a total of 1 with the equivalence of 0.26% of the total respondents.
32
Table 5.
Frequency and Percentage of Sex
Sex Frequency Percentage
Male 145 37.66 %
Female 240 62.34 %
Total 385 100 %
The table above demonstrates that out of 385 respondents, 240 of the respondents were
female with the equivalence of 62.34% of the total respondents and 145 of the
respondents were male which has the equivalence of 37.66% of the total respondents.
Table 6.
Frequency and Percentage of Social Status
Social Status Frequency Percentage
Student 187 48.57 %
Self-employed 37 9.61 %
Unemployed 23 5.97 %
Employed 135 35.06 %
Retired 3 0.78 %
Total 385 100 %
The table above demonstrates the total number of respondents and the evaluation of 385
respondents. Students got the highest frequency of 187 with a percentage of 48.57% of
the total respondents. Followed by Employed respondents which got a total of 135 with
the equivalence of 35.06% of the total respondents. Self-employed respondents got a total
of 37 which has an equivalence of 9.61% of the total respondents. Unemployed
respondents got a total of 23 which has an equivalence of 5.97% of the total respondents
and retired respondents got a total of 3 with an equivalence of only 0.78% of the total
respondents.
33
Table 7.
Frequency and Percentage of Device Usually Use When Watching Food Vlog Reviews
Device Frequency Percentage
Smartphone 320 83.12 %
Computer/Laptop 50 12.99 %
Tablet 13 3.38 %
Others (Smart TV) 2 0.52 %
Total 385 100 %
The table above demonstrates that 320 of the respondents use Smartphone when watching
food vlog reviews, which has the highest percentage of 83.12% of the total respondents.
50 of the respondents use Computer/Laptop when watching food vlog reviews, which has
an equivalence of 12.99% of the total respondents. 13 of the respondents use Tablet when
watching food vlog reviews, which has an equivalence of 3.38% of the total respondents.
While 2 of the respondents use Smart TV when watching food vlog reviews, with an
equivalence of only 0.52% of the total respondents.
Table 8.
Frequency and Percentage of Times in watching food vlog in a week
How many times do you watch
Frequency Percentage (%)
food vlog reviews in a week?
Once a week 119 30.13 %
Twice a week 149 39.48 %
Thrice a week 67 17.40 %
More than thrice a week 50 12.99 %
Total 385 100 %
The table above presents that 149 of the respondents watch food vlog reviews twice a
week in average, with is equivalent to 39.48% of the total respondents. Whereas 119 of
the respondents watch food vlog reviews only once a week in average, with an
equivalence of 30.13% of the total respondents. Followed by 67 of the respondents that
34
watch food vlog reviews thrice a week in average, with an equivalence of 17.40% of the
total respondents. And only 50 of the total respondents watch food vlog reviews more
than thrice a week in average, with the equivalence of 12.99% of the total respondents.
Table 9.
Frequency and Percentage of Duration of Food Vlog Reviews
On average, specify the duration
of food vlog reviews you usually Frequency Percentage (%)
watch.
5 – 13 minutes 148 37.92 %
14 – 22 minutes 151 39.48 %
23 – 31 minutes 61 16.10 %
32 – 40 minutes 15 3.90 %
41 minutes and above 10 2.60 %
Total 385 100 %
The table shown above presents that 39.48% of the respondents watch food vlog reviews
with 14 – 22-minute duration. Followed by 37.92% of the respondents that watch food
vlog reviews with 5 – 13-minute duration. 16.10% of the respondents watch food vlog
reviews with 23 – 31-minute duration. Whereas 3.90% of the respondents watch 32 – 40-
minute vlog duration and only 2.60% of the respondents watch food vlog reviews with
more than 41-minute duration.
35
Table 10.
Frequency of Visual Presentation and Weighted mean rating and Descriptive
Interpretation
VISUAL PRESENTATION
1. I am encouraged to make food purchase through food vlog reviews because it is:
Statement Never Rarely Sometimes Often Always Total
Well-presented (The food is
presented in a way that 5 11 64 94 211 385
stimulate my cravings.)
Attractive (The way the
6 18 49 141 171 385
vlogger eats is enticing.)
Well-styled (The vlog shows
organized flow sequence and 2 13 53 162 155 385
stabilized footage.)
VISUAL PRESENTATION Mean Interpretation

Well-presented (The food is
presented in a way that stimulate my 4.29 Always
cravings.)
Attractive (The way the vlogger eats
4.18 Often
is enticing.)
Well-styled (The vlog shows
organized flow sequence and 4.18 Often
stabilized footage.)
Total 4.22 Always
9.1 The first question under the visual presentation resulted in a mean range of 4.29 with
a descriptive interpretation of ‘Always’.
9.2 Whereas the second question under the visual presentation resulted in a mean range
of 4.18 with a descriptive interpretation of ‘Often’.
36
9.3 While the third question under the visual presentation resulted in a mean range of
4.18 with descriptive interpretation of ‘Often’. In conclusion, the overall mean range
of visual presentation is 4.22 with a descriptive interpretation of ‘Always’.
Table 11.
Frequency of Credibility and Weighted mean rating and Descriptive Interpretation
CREDIBILITY
2. I am more likely to purchase the food that the vlogger endorses because of their:
Number of Views (The
higher the views of the
11 27 83 106 158 385
vlogs, the more I trust the
vlogger.)
Number of Subscribers (The
higher the number of
14 36 67 135 133 385
subscribers, the more
credible they become.)
Updated Contents (The
8 26 67 154 130 385
vlogger has recent uploads.)
CREDIBILITY Mean Interpretation

Number of Views (The higher the
views of the vlogs, the more I trust 3.97 Often
the vlogger.)
Number of Subscribers (The higher
the number of subscribers, the more 3.88 Often
credible they become.)
Updated Contents (The vlogger has
3.97 Often
recent uploads.)
Total 3.94 Often
10.1 The first question under credibility resulted in a mean range of 3.97 with a
descriptive interpretation of ‘Often’.
37
10.2 Whereas the second question under credibility resulted in a mean range of 3.88 with
a descriptive interpretation of ‘Often’.
10.3 While the third question under credibility resulted in a mean range of 3.97 with a
descriptive interpretation of ‘Often’. In conclusion, the overall mean range of
credibility is 3.94 with a descriptive interpretation of ‘Often.’
Table 12.
Frequency of Recommendation and Weighted mean rating and Descriptive Interpretation
RECOMMENDATION
3. After watching food vlog reviews, I am more likely to have purchase intentions
because:
It shows honest feedback
(The vlogger's opinion is 2 19 74 100 190 385
unbiased)
It met my interest and
curiosity about the food.
(The food vlog that I 1 19 49 154 162 385
watched met my
expectations.)
The vlogger recommends
that it is a must- try food
2 23 52 128 180 385
(The vlogger insists me to
try the food.)
RECOMMENDATION Mean Interpretation

It shows honest feedback (The
4.19 Often
vlogger's opinion is unbiased)
It met my interest and curiosity
about the food. (The food vlog that I 4.19 Often
watched met my expectations.)
38
The vlogger recommends that it is a
must- try food (The vlogger insists 4.20 Often
me to try the food.)
Total 4.19 Often
11.1 The first question under recommendation resulted in a mean range of 4.19 with a
descriptive interpretation of ‘Often’.
11.2 Whereas the second question under recommendation resulted in a mean range of
4.19 with a descriptive interpretation of ‘Often’.
11.3 While the third question under recommendation resulted in a mean range of 4.20
with a descriptive interpretation of ‘Often’. In conclusion, the overall mean range of
recommendation is 4.19 with a descriptive interpretation of ‘Often’.
Table 13.
Frequency of Information and Weighted mean rating and Descriptive Interpretation
INFORMATION
because:
It features detailed
information (The food vlogs
6 19 57 94 209 385
provide menu, prices,
address, and promos)
I was able to learn about new
dishes/foods through food 6 21 52 142 164 385
vlogs. (e.g., exotic foods)
I learned new food trip
locations through food vlogs.
3 15 45 134 188 385
(e.g., new food trip
locations)
39
INFORMATION Mean Interpretation
It features detailed information (The
food vlogs provide menu, prices, 4.25 Always
I was able to learn about new
dishes/foods through food vlogs. 4.14 Often
(e.g., exotic foods)
I learned new food trip locations
through food vlogs. (e.g., new food 4.27 Always
trip locations)
Total 4.22 Always
12.1 The first question under information resulted in a mean range of 4.25 with a
descriptive interpretation of ‘Always’.
12.2 Whereas the second question under information resulted in a mean range of 4.14
with a descriptive interpretation of ‘Often’.
12.3 While the third question under information resulted in a mean range of 4.27 with a
descriptive interpretation of ‘Always’. In conclusion, the overall mean range of
information is 4.22 with a descriptive interpretation of ‘Always’.
40
CHAPTER VI
CONCLUSIONS AND RECOMMENDATIONS
This chapter summarizes the findings, generated conclusions and recommendations based
on the analysis of the result of “The Influence of YouTube Food Vlog Reviews for
Viewers’ Purchase Intention” done by the researchers.
This study was conducted during the first semester of the academic year 2022-2023. The
descriptive method was used by the researchers and survey questionnaires (Google
forms) as a primary source of information in gathering the data. The study aims to
determine the most influential factor(s) for viewers’ purchasing intention and to assess
whether YouTube food vlogger's images, videos, and vlogs motivate viewers in
Philippines to try the recommended foods.
The following findings surfaced from the analysis and interpretation of data based on the
data gathered from the 17 administrative regions in the Philippines. The total respondents
of this research study are 385 YouTube viewers that watch food vlogs reviews. The
responses to the questions were arranged systematically. After the researchers did all the
procedures, various data and results are gathered and analyzed in order to attain the
accurate conclusion of this study. Thus, the researchers have concluded that;
1. The personal profile of the respondents in terms of:
a. Location - Majority of Filipino viewers is from Region IV- A- CALABARZON

with a total of 232 respondents and a total frequency of 60.3%. Researchers expect the
numerous responses are anticipated in the region since it is one of the populated
regions in the Philippines with 16. 20 million according to Philippine Statistics
Authority (2020).
b. Age - Majority of the respondents’ age group ranges from 20 – 24 years old
followed by 25 – 29 years old and 15- 19 years old. Teenager and the adult since they
41
tend to decide for their purchases by themselves. Teenager and the adult find YouTube
food vlogs as a source of information to find food trip destination, to decide the time to
purchase, to pay in their desire method of payment or whether to buy or not.
c. Sex - Majority of the YouTube food vlog review viewers are female with a total of
240 respondents and a total of frequency of 62.34%. Female use YouTube more to
watch food vlogs reviews to satisfy their cravings and to know about the food they
wanted to try.
d. Social Status - Majority of the respondents were students with a total of 187
respondents, which was 48.57% of the total of frequency. Followed by employed with
a total of 135 respondents, which was 35.06 % of the total of frequency, and self-
employed with a total of 37 respondents, which was 9.61 % of the total of frequency.
The three groups with the highest responses—students, employed, and self-employed
are those who have the means to buy the food they want since they have source of
income or pocket money.
2. The YouTube user’s respondents in terms of:
a. Device respondents usually use when watching food vlog reviews - Most the
respondents prefer using their smartphone when watching food vlog reviews, which
has 83.12 % with a total frequency of 320. The respondents prefer using their
smartphone when watching food vlog reviews to explore new things in an enjoyable
manner. Besides, smartphones are handy and can be brought wherever the respondents
go.
b. Frequency of watching food vlog reviews in a week - The majority the respondents
answered twice a week in average, which has 39.48 % with a total frequency of 149.
The researchers concluded that the viewers usually watch food vlog reviews that are
short and entertaining. They also tend to watch whenever their preferred vloggers
upload new contents with their available time.
42
c. Duration of food vlog reviews – The majority of the respondents prefer to watch
14-22-minute duration videos in average, which has 39.48 % with a total frequency of
151. The respondents prefer to watch 14 – 22-minute vlogs because it usually contains
precise information from introduction, preparation, and description of the food.
3. Food vlog review for viewers’ purchase intention in terms of the following variables:
1. Visual Presentation - The overall mean range of visual presentation is 4.22 with a
descriptive interpretation of ‘Always’. The researchers concluded that the visual
presentation of the food vlog reviews that the respondents watched increased their
purchase intention. The food in the video vlogs is attractive and well presented, which
draws the attention of viewers and can affect their desire to try food served by food
vloggers. The food is well styled, referred to as "food styling," which is preparing the
food to be photographed or filmed, and has good quality footage, which is what
makes a vlog exceptional.
2. Credibility - The overall mean range of credibility is 3.94 with a descriptive

interpretation of ‘Often.’ Based on the results gathered by the researchers, viewers
trust influencers for a variety of reasons, including their reputation and the number of
their followers, likes, and shares, which can increase engagement between viewers
and reviewers. Where the researchers found that the respondents find that information
and content are vital, these are the things that encourage viewers to have faith in the
food vloggers and content creators since they provide detailed information and
explanations about the foods they have tried and evaluated, also in an interesting
video format that shows how the seller prepares the food and serves it up, as well as
how it is consumed.
3. Recommendation - The overall mean range of recommendation is 4.19 with a

descriptive interpretation of ‘Often’. The researchers came up with the conclusion
that the vloggers’ food recommendation actually helps the viewers to have purchasing
43
intentions. In addition, the viewers’ curiosity and interest triggers through the
vloggers’ honest feedback about the food.
4. Information - The overall mean range of information is 4.22 with a descriptive

interpretation of ‘Always’. The researchers concluded that the viewers actually gain
intentions to purchase because the vlog contains detailed information like the menu
prices while discovering foods and food trip locations that was unfamiliar to them
before.
The ways of information are conveyed have changed from much simpler media to social
media, which have advantages in that they can be accessed easily, and have seemingly
unlimited resources in the sense that everyone can be a resource. The rapid development
of social media is connecting consumers who have the same interests as one another in
online communities. As a result, marketers, in this case restaurant entrepreneurs could
lose control of the brand (Wu & Lin, 2017). Technological developments provide
business opportunities in digital media and food vloggers are taking advantage of these
opportunities to present interesting content. YouTube provides a useful digital platform
that enables Indonesian vloggers to present their culinary interests and activities in
attractive and informative ways. It is therefore understandable that the public is turning to
them as a reference for discovering delicious and trendy cuisine. However, the overall
findings of this study determined that the variables chosen by the researchers assisted
viewers and had significance in determining what they were looking for and considering
when watching a YouTube food vlog review, which influenced their purchase intention,
particularly in terms of the visual presentation and information provided by the vlogger.
44
Recommendations
After a thorough analysis of the data, the researchers were able to understand and
comprehend the viewers’ purchase intention through watching food vlog reviews on
YouTube.
Moreover, the researchers were able to create a recommendation for improvement of the
food vlogs reviews (food trip) in the Philippines.
The following recommendation is as follows:

• To the Students and Viewers. The researchers advise viewers to check the
accuracy of the information before focusing solely on the creators' advice and
relying on it. Since, students made up the majority of the responders to this study,
thus the researchers advised them to watch food vlogs responsibly to lower the
risk of health issue. Students should be aware of their own health conditions and
determine whether the food vloggers they follow are credible enough to present
factual information and honest criticism.
• The Content Creators/Food Vloggers. Food vloggers may obtain a lot of insight
about the things that needs to be prioritized. With the results of the research on
how the food vlog reviews influence viewers for their purchase intention, food
vloggers may improve their strategies to gain and attract more viewers and
expand their target respondents widely.
• To the Business Owners/Future Entrepreneurs. Researchers encourage

business owners and aspiring food entrepreneurs to concentrate not only on
supplying foods and services but also on producing video vlogs because viewers
today get their information from a variety of reliable food vloggers. The majority
of restaurants encourage vloggers to showcase their delightful food; this gives
them an advantage in building a marketing platform and investing in advertising.
This makes viewers more likely to try the featured meals.
45
• To the Future Researchers. The researchers advise students, professors, and
other researchers who are currently conducting research on this topic to use this as
a variable in their study because it can help them comprehend the topic more
thoroughly. However, since there are other studies that may potentially be helpful
and have looked into additional aspects that were not covered in this research,
future researchers should restrict themselves to using this research as their only
source. A future study should look beyond only food vlogs to see which local and
international content creators have the most influence over the spreading of food-
related information. This is an important feature to consider in order to assess
which of the two food vlogs is more beneficial, as well as to investigate, learn
about, and improve on specific aspects of it.
Future studies should look into whether the food vlogs posted on other platforms
have an impact on the influence on food purchase intentions. many video-sharing
websites, including Facebook, TikTok, Instagram, Vimeo, and others. By doing
this, it is feasible to focus the viewpoint, video effects, and frame on what the
viewers will find interesting and precise.
46
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50
APPENDICES
51
APPENDIX A. SURVEY QUESTIONS
Good day!
We are the students from STI College Dasmariñas and we are currently
conducting research about The Influence of YouTube Food Vlog Reviews for Viewers’
Purchase Intentions. To help us in the completion of our study, we are humbly asking
for your 4-5 minutes of your time to complete the survey. Rest assured that all of your
information will be kept with high confidentiality and will be utilized for academic
purposes only.
We are hoping for your kind cooperation. Thank you very much!
If you have questions and concerns, you may contact the researchers via email at:
alcantara.157739@dasmarinas.sti.edu.ph
amparo. 179613@dasmarinas.sti.edu.ph
clave.194509@dasmarinas.sti.edu.ph
mendros.192487@dasmarinas.sti.edu.ph
ylaya.080820@dasmarinas.sti.edu.ph
□ I voluntarily agree to participate in this research.

□ I don’t agree to participate in this research.
*If the respondent doesn’t agree to participate in this research, redirect to thank you
message.
“We’re sorry. You do not meet the qualifications for this survey. We sincerely thank you
and appreciate your time, dedication, and continued participation in our online survey.”
*If the respondent agrees to participate in this research it will direct to the questionnaire.
52
I. Personal Profile
DIRECTION: Answer the following information being asked.
a. In what Region are you located?
□ NCR- National Capital Region □ REGION 7- Central Visayas
□CAR- Cordillera Administrative □ REGION 8- Eastern Visayas
Region □ REGION 9- Zamboanga Peninsula
□ REGION 1- Ilocos Region □ REGION 10- Northern Mindanao
□ REGION 2- Cagayan valley □ REGION 11- Davao Region
□ REGION 3- Central Luzon □ REGION 12- SOCCSKSARGEN
□ REGION 4- A - CALABARZON □ REGION 13- Caraga
□ REGION 4-B- MIMAROPA □BARMM- Bangsamoro Autonomous
□ REGION 5- Bicol Region Region
□ REGION 6- Western Visayas
b. Age:
□ 15- 19 years old □ 40 – 44 years old
□ 20 – 24 years old □ 45 – 49 years old
□ 35 – 39 years old □ 60 years old and above
d. Sex:
□ Male □ Female
e. Social Status:
□ Employed □ Self-Employed □ Unemployed □ Retired □ Student
53
II. YouTube Users
DIRECTIONS: Read the questions carefully and select ONLY ONE option that best
represents your answer.
1. What device do you usually use when watching food vlog reviews?
□ Smart Phone □ Tablet
□ Computer/Laptop □ Other: _______
2. On average, how many times do you watch food vlog reviews in a week?
□ (1) Once a week □ (3) Thrice a week
□ (2) Twice a week □ More than thrice a week
3. On average, specify the duration of food vlog reviews you usually watch.
□ 5– 13 minutes □ 32 – 40 Minutes
□ 14 – 22 minutes □ 41 Minutes and above
□ 23 – 31 Minutes
III. DIRECTIONS: Put a (✓) mark inside the box that corresponds to your answers.
Refer to your answers on the scale given below.
Likert Scale:
Scale Frequency Description
1 Never 0% of the time

2 Rarely Up to 25% of the time
3 Sometimes Up to 50% of the time
4 Often Up to 75% of the time
5 Always 100% of the time
54
1 2 3 4 5
STATEMENTS
(Never) (Rarely) (Sometimes) (Often) (Always)
VISUAL PRESENTATION
1. I am encouraged to make food purchases through food vlog reviews because it
is:
Well-Presented
(The food is presented
in a way that
stimulate/caught my
cravings.)
Attractive
(The way the vlogger
eats is enticing)
Well-styled
(The vlog shows
organized flow
sequence and stabilized
footage)
CREDIBILITY
2. I am more likely to purchase the food that the vlogger endorses because of
their:
Number of Views
(The higher the views
of the vlog, the more I
trust the vlogger)
Number of
Subscribers
(The higher the number
of subscribers, the
more credible they
become)
Updated Contents
(The vlogger has recent
uploads)
RECOMMENDATION
55
1 2 3 4 5
STATEMENTS
(Never) (Rarely) (Sometimes) (Often) (Always)
RECOMMENDATION
because:
It shows honest
feedback
(The vlogger’s opinion
is unbiased)
It met my interest and
curiosity about the
food.
(The food vlog that I
watched met my
expectations)
The vlogger
recommends that it is
a must-try food
(The vlogger insists me
to try the food)
INFORMATION
5. After watching food vlogs, I am more likely to have purchase intention because:
It features detailed
information
(The food vlogs
provide menu prices,
I was able to learn
about new foods
through food vlogs
(e.g., exotic foods)
I learned new food
trip locations through
food vlogs.
(e.g., new food trip
locations)
56
Thank you! We appreciate you in taking the time to respond to this survey. Your responses
will help the researchers analyze the information and provide additional possibilities for this
research.
57
APPENDIX B: PROOF OF DATA COLLECTION THROUGH ONLINE SURVEY
QUESTIONNAIRE
58
APPENDIX C: GANTT CHART
SEPT OCT NOV

Task Title 2022 2022 2022
W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Research
Topic
Chapter I
Chapter II
Chapter III
Chapter IV
Title Defense
Checking of
Survey
Questionnaire
DEC JAN
Task Title 2022 2023
W3 W1 W2 W3 W4 W1 W2 W3 W4
Actual Survey
Chapter V
Chapter VI
Research
Defense
Final Revisions
Completion
59

Group 4 The Influence of YouTube Food Vlog Reviews For Viewers Purchase Intention

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Group 4 The Influence of YouTube Food Vlog Reviews For Viewers Purchase Intention

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THE INFLUENCE OF YOUTUBE FOOD VLOG REVIEWS FOR VIEWERS’

TITLE OF RESEARCH: The Influence of YouTube Food Vlog Reviews

NAME OF PROPONENTS: Valentino B. Alcantara

In Partial Fulfillment of the Requirements

Rose Anne Y. Rodrigo

APPROVED FOR FINAL DEFENSE:

Michael S. Geron, MBA

Michael S. Geron, MBA

Rose Anne Y. Rodrigo

Accepted and approved by the Research Panel

Antonio M. Arias Jr., MBA Annal Lisa I. Abello, MIT

Annal Lisa I. Abello, MIT

VBA, JDLCA, HVUC, QEM, MCY

Researchers: Valentino B. Alcantara

Degree: Bachelor of Science in Hospitality Management

Date of Completion: January ___, 2023

Endorsement Form for Final Defense ii

Specifically, it seeks to answer the following questions:

1. What are the demographic characteristics of the respondents in terms of?

Objectives of the Study

1. To determine the most influential factor(s) for viewers’ purchasing intention.

REVIEW OF RELATED LITERATURE

1. When it comes to vlogging, YouTube has to be the number one platform to

In Philippine Statistics Authority (2020), Region IV-A (CALABARZON), one of the 17

Food is booming on YouTube, whether users are searching for an entertainment or

Researchers discovered that appearance influences purchasing intent in a favorable way.

YouTube reviews are an informal type of commercial communication in which

According to Bansal (2018), children ages 1 year through to beginning of adolescents 13

Although Social Media Influencer/Vlogger and Food Vlogger share similarities in

Today an open source of statistical information (YouTube analytics) allows producers

Figure 1. Conceptual Framework

d) Weighted Mean Formula:

20 – 24 Years old 189 49.09%

25 – 29 Years old 77 20%

30 – 34 Years old 33 8.57%

35 – 39 Years old 15 3.90%

40 – 44 Years old 6 1.56%

45 – 49 Years old 5 1.30%

50 – 54 Years old 2 0.52%

55 – 59 Years old 1 0.26%

60 Years old and above 3 0.78%

Total 385 100 %

Employed 135 35.06 %

Total 385 100 %

Twice a week 149 39.48 %

Thrice a week 67 17.40 %

More than thrice a week 50 12.99 %

Total 385 100 %

14 – 22 minutes 151 39.48 %

41 minutes and above 10 2.60 %

Total 385 100 %

VISUAL PRESENTATION Mean Interpretation

CREDIBILITY Mean Interpretation

RECOMMENDATION Mean Interpretation

1. The personal profile of the respondents in terms of:

a. Location - Majority of Filipino viewers is from Region IV- A- CALABARZON

2. The YouTube user’s respondents in terms of: