UNIVERSITY OF SANTO TOMAS GRADUATE SCHOOL

THE IMPACT OF INFLUENCER MARKETING

ON GENERATION Z CONSUMER BEHAVIOR

IN THE PHILIPPINES

A Thesis Proposal
Presented to the
Graduate School
University of Santo Tomas

In Partial Fulfillment
Of the Requirements of the Course
Marketing Communication Research

by

FRECELYNNE ABEGAIL ROMAN

MAY 2023
 ABSTRACT

Gen Z is the first generation to grow up surrounded by advanced technology and social media,

they have a much shorter attention span vs. older generations. As their economic power

continues to grow, and companies are attempting to determine the best ways to market to this

generation. Rather than consuming more traditional advertising, Gen Z consumers prefer to turn

to User-Generated Content (UGC) and influencers to inform them. Recent marketing trends

indicate the rise of influencers as an extension of word-of-mouth campaigns. This research aims

to understand the Impact of Influencer Marketing on Generation Z Consumer Behavior in the

Philippines employing Factor analysis, Descriptive Statistics, Inferential Statistics, Regression

Analysis, and Analysis of Variance (ANOVA). Survey questionnaires will be sent to Gen Z

consumers born between 1995-2015 who are currently residing in Metro Manila and with a

monthly shopping budget of at least Php 2,000. The results will help marketing leaders and

brand companies better understand the influencer marketing strategy, and choosing the suitable

influencer is a vital part of the marketing campaign's success. This would also help them

recognize influencers' important role and responsibility in promoting their brand image and

message.

Keywords: Influencer Marketing, Gen Z, Consumer Behavior

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 TABLE OF CONTENTS

Title Page
Abstract 1
Table of Contents 2
List of Figures 3

CHAPTER 1 - The Problem Rationale 4

1.1 Introduction 4
1.2 Research Problem 6
1.3 Significance of the Study 7
1.4 Scope and Limitations of the Study 8
1.5 Definition of Terms 8

CHAPTER 2 - The Research Questions 10

2.1 Review of Related Literature 10
2.1.1 Generation Z (Gen Z) 11
2.1.2 Influencer Marketing 11
2.1.3 Social Media Influencer 12
2.1.4 Social Media Influencers’ Key Characteristics 12
2.1.5 Consumer Behavior 12
2.2 Theoretical Framework 13
2.2.1 Uses and Gratifications Theory 13
2.2.2 Social Identity Theory 14
2.2.3 Social Exchange Theory 15
2.2.4 Hierarchy of Effect Theory 16
2.3 Research Objectives 17
2.4 Hypothesis 18
2.5 Hypothesize model 18

CHAPTER 3 - Research Methods 19

3.1 Research Design 19
3.2 Subjects and Study Sites 19
3.3 Research Instruments 20
3.4 Data Gathering Procedure 21
3.4.1 Pilot testing Validation of Questionnaire 21
3.5 Ethical Considerations 22
3.5.1 Purpose and Conduct of the Study 22
3.5.2 Risks and Inconveniences 23
3.5.3 Benefits for the Participants 23
3.5.4 Confidentiality of the Respondents 23
3.5.5 Voluntariness of Participation 24

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 3.5.6 Compensation 24
3.6 Data Analysis 24
3.6.1 Factor analysis 24
3.6.2 Descriptive Statistics 24
3.6.3 Inferential Statistics 25
3.6.4 Regression Analysis 25
3.6.5 Analysis of Variance (ANOVA) 25

References 26

Appendices
Appendix A. Consent Form for the Respondents 29
Appendix B. Survey Questionnaire 32

Additional
Plagiarism Checking Part 1: StrikePlagiarism C/O Ms. Montes 37

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 Chapter 1

THE PROBLEM RATIONALE

1.1 Introduction

The world today is at our fingertips - Digital technologies, such as the Internet, smartphones,

and laptops, have completely changed how we live. These digital tools help us stay connected

and get access to much information. However, different generations have different

understandings of digital technologies.

For example, the digital technology usage of Gen Z (born between 1995-2015) is different from

the older generations like Millennials (born between 1980-1994), Gen X (born between

1965-1979), and Baby Boomers (born between 1944-1964). Unlike the older generations, which

were used to watching TV, Gen Z was born in the age of streaming videos through smartphones

and laptops. According to The Center for Generational Kinetics, 58% of Gen Z claimed they

could only go up to four hours without using the Internet. By contrast, 27% of Baby Boomers

said they could go up to 24 hours without using the Internet. Gen Z is a true digital native, as

95% own a smartphone, and 83% own a laptop.

In the 2021 Philippine Statistical Yearbook by Philippine Statistic Authority (PSA), there are

around 6.2 million Gen Z in the National Capital Region. As As Gen Z buying patterns shift

toward social media and digital payments and diverge from those of earlier generations, the

retail landscape for companies is undergoing a generational change in customer behavior.

(Gutierrez, 2021). Gen Z dominates online shopping (Arilaha et al., 2021), and 67% use mobile

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phones to pay for online orders (Brown, 2017). This shows that the attraction of online shopping

for Gen Z consumers is huge and growing rapidly (Ao & Nguyen, 2020).

Since Gen Z is the first generation to grow up surrounded by advanced technology and social

media, they have a much shorter attention span vs. older generations. This also means that it is

more difficult to gain their attention, but they have the innate ability to sort through vast amounts

of information quickly. (Carusele, 2020) Rather than consuming more traditional advertising,

Gen Z shoppers prefer to turn to User-Generated Content (UGC) and influencers to inform

them. (Insense, 2023)

Recent marketing trends indicate the rise of influencers as an extension of word-of-mouth

campaigns. As consumers turn to social media platforms, organizations realize the power of

influencers in affecting a purchase decision. (Chopra, 2020) In a consumer study by Kantar,

44% of Gen Z purchased something after hearing about it from a social influencer, and 70% of

Gen Z follow at least one YouTube or Instagram influencer.

Despite its increasing popularity, influencer marketing is still an activity with which an average

marketing leader needs to be more familiar or, at least, more familiar than with more traditional

forms of communication. As a result, it is, therefore, still too often outsourced to younger staff,

interns, or external agencies. (Haenlein, et al, 2020) Influencer marketing is a relatively new

marketing tool, and there needs to be more information than other marketing tools. More

research is still necessary to investigate consumer activities and what affects their purchase

intention. This could include information such as the overall attitudes toward the influencers and

the consumers' behavior that may result from it (Olsson et al., 2020).

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This research seeks to understand this new marketing strategy quickly growing in the

Philippines. First, the results and findings of this study aim to identify and analyze how

influencer marketing impacts Gen Z's consumer behavior. Secondly, it seeks to tabulate

influencers' key characteristics that made Gen Z follow them. Lastly, this also discusses if

influencer marketing is an effective marketing strategy.

This study was conducted for marketing leaders, brand companies, social media influencers,

and future researchers.

1.2 Research Problems

The main objective of the study is to understand the Impact of Influencer Marketing on

Generation Z Consumer Behavior in the Philippines. Specifically, the researcher aims to answer

the following questions:

1. Is there a significant effect of Gen Z’s socio demographic profile on their perception of

influencers?

2. What is the impact of social media influencers’ key characteristics on brand image, in

terms of the following:

a. Attractiveness

b. Expertise

c. Trustworthiness

3. What is the impact of social media influencers’ key characteristics on consumer

behavior, in terms of the following:

a. Attractiveness

b. Expertise

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 c. Trustworthiness

4. What is the effect of brand image to consumer behavior?

1.3 Significance of the Study

This study is designed to foster further knowledge about influencer marketing. Moreover, the

study findings are expected to contribute to the improvement in various aspects of the following

individuals and organizations:

Marketing Leaders and Brand Companies

The findings of this study will help marketing leaders and brand companies better understand

the influencer marketing strategy, and choosing the suitable influencer is a vital part of the

marketing campaign's success. This would also help them recognize influencers' important role

and responsibility in promoting their brand image and message.

Social Media Influencers

The results of this study will help them recognize the key characteristics of why Gen Z follows

and trusts them. This will also help them understand Gen's perception of sponsored

posts/promotions on their social media pages. As a result, they can use this study as a basis to

enhance their sponsored content.

Future researchers

The findings of this study aim to provide reliable data about "The Impact of Influencer Marketing

on Generation Z Consumer Behavior in the Philippines." They can use this study as a reference

for their future studies.

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1.4 Scope and Limitation of the Study

This study aims to understand Influencer Marketing and how it impacts Gen Z consumer

behavior. The target respondents of this research are Gen Z living in Metro Manila with a

shopping budget of at least Php 2,000.

Today's Gen Z age range is around 11 to 26 years old. More than half of them are still students

with limited financial capacity; the rest have just started entering the workforce. Even though

they belong to one generation group, the selected participants have different economic powers

and interests.

This research has several limitations, including the possibility of sample and response bias. To

address these limitations, the study will ensure the anonymity and confidentiality of participants

and use validated survey instruments.

1.5 Definition of Terms

The following are some terms used in the study that is necessary to grasp the fundamental

research further:

Conceptual Terms:

● Social media influencer is a third-party individual with a certain social status (Lu et al.,

2010) and a strong social influence (Li et al., 2014).

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● Influencer Marketing is defined by Forbes as follows: "Influencer Marketing is a form of

marketing aimed at identifying individual approaches and influencing the purchasing

decisions of customers. potential goods". (Forbes)

● The Theory of Uses and Gratifications explains why individuals follow social

influencers. (Katz, Blumler, & Gurevitch, 1974).The hypothesis assumes that individuals

actively utilize media to meet their personal needs (Wu, Wang, & Tsai, 2010).

● Social exchange theory is a theory that explains the behavioral psychology of

interaction (Homans, 1974). According to Homans (1974), all interpersonal social

behavior can be viewed as an exchange of activity, either tangible (e.g., money) or

intangible (e.g., social services and relationships) benefits which may result in a

consequence such as trust and commitment (Chia et al., 2021; Cook & Rice, 2006).

● Engagement Rate - Engagement rates measure your audience's engagement with your

content. Engaged customers connect with companies through likes, comments, and

shares. The engagement rate is a metric frequently used to assess the effectiveness of

brand efforts. (Sprout Social)

Chapter 2

THE RESEARCH QUESTIONS

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This chapter highlights the current debate through a review of literature and states the

theoretical foundations used to formulate research questions, hypotheses, and conceptual

framework.

2.1 Review of the Related Literature

A literature review will be conducted to address the current debate and provide theoretical

foundations for the research questions, hypotheses, and conceptual framework. It shows the

available studies about "The Impact of Influencer Marketing on Generation Z Consumer

Behavior in the Philippines." The aim is to comprehensively understand the relevant literature

and identify key themes and trends in the debate. By doing so, this chapter will contribute to the

research development and provide a solid foundation for the study.

2.1.1 Generation Z (Gen Z)

Generation Z (also known as Gen Z, iGen, or centennials) is the post-millennial generation born

between 1997 and 2012. This generation was raised on the internet and social media, and

some of the oldest will have graduated from college and begun working by 2020 (Meola, 2023).

According to the International Journal of Financial Research, Generation Z is a digital consumer

who boldly shops online. They spend most of their time online (working online, learning online,

using social media for 3 to 6 hours each day, consuming movies and entertainment online, and

so on). Social media platforms are rapidly utilized to provide advertising information to Gen Z

audiences, emphasizing visual content. (video, infographics) and the smallest forms possible:

Generation Z absorbs information fragmentarily, as they utilize many devices at the same time.

(Grigoreva et al, 2021)

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2.1.2 Influencer Marketing

Influencer Marketing is defined by Forbes as follows: "Influencer Marketing is a form of

marketing aimed at identifying individual approaches and influencing the purchasing decisions

of customers. potential goods". Chaffey & Ellis-Chadwick (2012) argued, "Influencer Marketing

can be sponsored communications through influential individuals to increase brand awareness."

TapInfluence – one of the leading companies specializing in influencer marketing, defines it as

"a type of marketing that focuses on using influencers to communicate brand messages to a

larger market" (Tapinfluence, 2017). Sudha and Sheena (2017) argue that influencer marketing

is an extended form of word of mouth (WOM), using individuals who directly influence a brand's

target audience, and therefore, this form of marketing aims to build a brand image.

2.1.3 Social Media Influencer

A social media influencer is usually a third-party individual with a certain social status (Lu et al.,

2010) and a strong social influence (Li et al., 2014). According to Abidin (2016), social media

influencers have built a social network with many followers on social networking sites and are

considered trend positioners with reliable direction. According to Lee (2020), influencers have a

personal predisposition to influence the purchasing decisions of other customers. Influencers

have grown in popularity as reputable and insightful sources of information due to their ability to

interact with their peers. They also have an above-average ability to influence the opinions and

behaviors of others.

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2.1.4 Social Media Influencers’ Key Characteristics

Nguyen (2022) concluded that the influencer's image is an important criterion in determining the

marketing process's effectiveness. First, they are people with extensive knowledge in the field

they are representing. Moreover, they are the product users, so they will have a genuine

experience and accurate product assessment.

2.1.5 Consumer Behavior

According to Castillo (2022), Filipino Gen Z is more likely to buy a beauty product recommended

by an influencer. They actively seek out reviews from influencers before making purchase

decisions. This implies that they base their shopping decisions on influencers and consider

other factors. Their respondents also agreed that they felt more confident about buying a

product after seeing the influencer they follow recommending/using it.

2.2 Theoretical Framework

2.2.1 Uses and Gratifications Theory

Uses and Gratifications Theory (UGT) explain why people follow social influencers (Katz,

Blumler, & Gurevitch, 1974). The hypothesis is founded on the assumption that individuals

actively use media to meet their personal needs (Wu, Wang, & Tsai, 2010). The UGT was

originally developed to understand why people use mass media, like television. It has since

been applied to many contemporary media channels, including social media platforms like

Facebook (Raacke & Bonds-Raacke, 2008), YouTube (Khan, 2017), Instagram (Sheldon &

Bryant, 2016), and Snapchat (Phua, Jin, & Kim, 2017). Initially, the theory centered on five

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primary gratifications that people experience with media use: information, entertainment, social

interaction, personal identity, and escape from daily life.

UGT can be applied to this current study. For example, young adults probably follow social

influencers to seek information because many influencers present themselves as experts in a

particular domain (Chae, 2018). In addition, previous research shows that people often follow

celebrities and social influencers to gain knowledge and expertise about a specific product or

service (Djafarova & Rushworth, 2017). Social influencers are characterized as charismatic

experts, which explains why young adults see social influencers as opinion leaders (Lin et al.,

2018); young consumers look for influencers who can provide practical information relevant to

their lives (Chae, 2018).

Moreover, many influencers focus on creating an identity for themselves through narrative and

creative visual posts that may be viewed as entertainment for young adults (Khamis et al.,

2017). Social influencers gain popularity by attracting attention to their online posts and

constructing an authentic brand (Khamis et al., 2017). This type of content is often admired,

recognizable, and entertaining (Djafarova & Rushworth, 2017). Finally, young adults may follow

social influencers for companionship and social interaction. What distinguishes social

influencers from traditional celebrities is that they actively reach out to their followers on social

media. They respond to comments, emails, and direct messages to foster relationships with

their followers (Marwick, 2015). Furthermore, as social influencers are so popular among young

adults (Lin et al., 2018), these young adults may follow social influencers to fit in with their peers

or because it is trendy or ‘cool’ to follow them. Thus, young adults may have a variety of

motivations for following social influencers, including sharing and seeking information,

entertainment, companionship, or to be considered ‘cool’.

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2.2.2 Social Identity Theory

Social identity theory is a valuable way to explain consumption behavior in social contexts and

how people define themselves as part of a group (Mael & Ashforth, 1992). Tajfel (1972, p. 31)

defined social identity as "the individual's knowledge that he (or she) belongs to certain groups

together with some emotional and value significance to him (or her) of the group membership."

Social identification is a significant predictor of behavior in organizational (Bergami & Bagozzi,

2000) and marketing contexts (Ahearne, Bhattacharya, & Gruen, 2005; Bhattacharya & Sen,

2003). More specifically, the consumer's identification with a product or brand has proven to be

a strong predictor of brand trust (He, Li, & Harris, 2012), brand loyalty (Stokburger-Sauer,

Ratneshwar, & Sen, 2012), and brand consumption in online communities (Bagozzi & Dholakia,

2006).

Recent studies have also found social identification with celebrities to be essential to peoples'

online behavior (Jin & Ryu, 2020; Jin & Ryu, 2019; Loureiro & Sarmento, 2019). For instance,

Jin and Phua (2014) found a positive relationship between social identification with celebrities

and buying behavior regarding products promoted by those celebrities on Twitter. They also

found a mediating role of social identification between the type of endorser and buying intention.

More recently, Jin 2018 confirmed this mediating effect of social identification, only this time

between the endorser type (e.g., celebrity) and parasocial interaction with the celebrity on

Facebook. Loureiro and Sarmento (2019) also found that identifying with a celebrity was

essential to building an online friendship with that celebrity.

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2.2.3 Social Exchange Theory

The social exchange theory explains the behavioral psychology of interaction (Homans, 1974).

According to Homans (1974), all interpersonal social behavior can be viewed as an exchange of

activity, either tangible (e.g., money) or intangible (e.g., social services and relationships)

benefits which may result in a consequence such as trust and commitment (Chia et al., 2021;

Cook & Rice, 2006). The result of the interaction between individuals is either costly or

rewarding (Thibaut & Kelley, 1959). Every interaction or exchange involves an investment of

resources (i.e. time or effort) (Chia et al., 2021; Homans, 1974). People seek to earn a reward in

response to their investment and are incentivized to return to rewarding situations (Homans,

1974; Salam et al., 1998; Shiau & Luo, 2012). With an impersonal relationship, the person

engaging in an interaction with the other is aware that there are many other people they could

seek out to achieve the same reward. With a personal relationship, the person engaging in the

interaction knows they have limited options in who they could seek to receive the same reward.

In social media, users interact frequently, expecting to obtain potential benefits through the

exchange (Ferm & Thaichon, 2021; Shiau & Luo, 2012) and develop rewarding social

relationships (Jaing et al., 2021; Liu et al., 2016). Social media influencers share content with

their followers. Followers return appreciation by engaging with 5 their content. Sharing, liking,

commenting, or subscribing to the influencers' content offers a reward (Kim & Kim, 2021;

O'Donell, 2018).

2.2.4 Hierarchy of Effect Theory

A well-known framework for decision-making is “hierarchy of effects” (HOE) model of Lavidge

and Steiner (1961). It involves consumer perceptions, processes, and use of advertising, as well

as other marketing communication efforts for engagement between consumers and specific

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brands. This begins with gaining awareness and understanding about a product, followed by

forming good or negative sentiments and eventually deciding whether to buy or reject the

product(Kotler and Bliemel, 2001). The hierarchy of effects model described by Hackley (2005)

states that consumers always follow a very regular process flow from viewing advertisements to

deciding. Consumer decision-making in deciding and consuming a particular product or brand

begins with awareness or introduction of the product, then continues with an understanding

followed by a level of preference and an assessment that compares it with products from other

competitors until consumers finally decide to try. This model states that the process is always

sequential and always begins with the introduction process. According to Ray, M.L (1973), in his

book "The Marketing Communications and the Hierarchy Effect," quoted by Ruslan (2004:

114-116) explains that from a review and comparison of the theory of communication effects,

research that has an impact on attitudes, including on There are three stages of the

communication process category, namely affective, cognitive and conative/behavior.ether to buy

or reject the product (Kotler and Bliemel, 2001).

2.3 Research Objectives

1. To identify the socio demographic profile of Gen Z consumers, who are likely to purchase

because of influencers’ recommendation

● Sex

● Age

● Occupations

● Highest educational

● Financial source

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 ● Monthly Shopping budget

2. To determine Gen Z’s amount of social media use on the last 3 months:

○ Social media apps that they use

○ Social media apps usage duration

○ Why and when do they use social media

3. To determine who are the social media influencers does Gen Z follows

4. To determine the level of impact of the following factors to Gen Z by social media

influencers

○ Attractiveness

○ Expertise

○ Trustworthiness

○ Brand image

○ Consumer Behavior

5. To determine the impact of social media influencer on brand image and perception.

6. To assess the impact of a brand's image on purchase intentions.

2.4 Hypothesis

● H1: There is a significant effect of Gen Z consumers’ socio demographic profile to their

influencer perception

● H2: There is a significant impact on brand’s image thru SMI’s key characteristics

● H3: There is a significant impact on Gen Z consumers’ behavior thru SMI’s key

characteristics

● H4: There is a significant influence between brand image on purchase intention

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2.5 Hypothesize model

The hypothesized model proposes the flow of the study to be undertaken by the researcher. It

also depicts four (4) hypotheses to be tested. The study will analyze the influencers key

characteristics impact on brand image and consumer behavior. Moreover, the study proposes

assessing the relationship of brand image and purchase intentions.

Figure 1 Hypothesized Model

Chapter 3

THE RESEARCH METHODS

This chapter outlines the methodology used in evaluating The Impact of Influencer Marketing on

Generation Z Consumer Behavior in the Philippines and collecting data. It comprises research

design, subject and study sites, and statistical tools employed in analyzing the variables to

complete the study's goals. Additionally, this chapter discusses the ethical considerations

carried out in this study.

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3.1 Research Design

This study will use a mixed-method research design to collect and analyze quantitative and

qualitative data in two parts. In the first part, a quantitative online survey will be conducted to

measure the impact of Influencer Marketing on Gen Z consumers living in Metro Manila. In the

second part, the researcher will conduct qualitative data through interviews to provide further

insights and explain the survey results.

3.2 Subjects and Study Sites

The study will use purposive sampling in selecting the respondents. The population in this study

is Gen Z consumers born between 1995-2015. They must qualify on the conditions below, which

are covered by the first part of the questionnaire:

1. Currently residing in Metro Manila.

2. The respondent should have a monthly shopping budget of at least Php 2,000

There is no available data to determine the actual population size of the study. An online based

calculator namely Raosoft (2004) will be utilized to establish a sample size for this study. Said

sample size calculator can determine sample size even if the population size information is

missing. Given a 90 percent confidence level and a 50 percent response distribution, a total

sample size of 267 was extracted.

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 Figure 2. Raosoft Sample Size Calculator

3.3 Research Instruments

The study will use a survey questionnaire to gather the necessary data to determine the

research findings.

The survey questionnaire has 4 parts, namely:

Part 1. Respondent’s Profile

Part 2. Social Media Use in the last 3 months

Part 3. Social Media Influencers

Part 4. Social Media Influencers’ impact on Brand Perception and Image

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Following is the 4 Point Likert Scale applied in Part 3 and 4

(SD) Strongly Disagree

(D) Disagree

(A) Agree

(SA) Strongly Agree

3.4 Data Gathering Procedure

The survey questionnaire will be executed online. The questionnaire will be disseminated online

via email or social media accounts, including but not limited to: Facebook Messenger, Viber,

LinkedIn, etc.

3.4.1 Pilot testing Validation of Questionnaire

The survey instrument shall be submitted by the researcher to at least 2 experts/statistician who

will confirm that the questionnaire is of good quality. Subsequently, the researcher will conduct

pre-testing of the questionnaire as this will validate its effectiveness when collecting the

information from respondents. This procedure will identify if respondents understand the

questions and if options are applicable. The pre-testing is still needed since this process offers

the questionnaire's most direct reliability.

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3.5 Ethical Considerations

Paraphrasing was performed on each article, journals, books, newspapers, government

documents, and websites used as references; proper citation of authors was likewise practice.

Grammarly will be utilized to examine this paper to guarantee syntax and

grammar accuracy. Further, this manuscript will be uploaded in the Strike Plagiarism to prevent

plagiarism. Confidentiality of information, including respondents’ details, and accomplished

survey questionnaires gathered will be appropriately kept in a Google Drive to protect privacy. It

is crucial to safeguard the collected information as this was an agreement between the

researcher and participants, which has been given in confidence that the data will be maintained

as secret or private. The researcher will ensure numerous ethical considerations prior to

answering the survey questionnaire, and these are as follows:

3.5.1 Purpose and Conduct of the Study

The research evaluates the Impact of Influencer Marketing on Generation Z Consumer Behavior

in the Philippines. The outcome will serve as a point of reference concerning social media

influencer marketing. The research findings will be based on interpreting the information

collected via survey questionnaires disseminated among Gen Z consumers currently residing in

Metro Manila.

3.5.2 Risks and Inconveniences

The whole world continues to face myriad complex challenges brought by the COVID-19

pandemic, including limitation of face-to-face contact with others. Some people may choose not

22
to engage in the research when visited personally to practice the pandemic protocol mentioned

above. Participants may also feel uncomfortable to answer sensitive questions included in the

questionnaire, such as income source, shopping budget and social media use.The researcher

will also face health risks when gathering data from the respondents and previous research

when conducting it outdoors.

3.5.3 Benefits for the Participants

The research will be helpful to the participants and the marketing community, as the findings will

uncover their consumer behavior related to influencer marketing. These results will help Gen Z

consumers view influencers in a holistic view.

3.5.4 Confidentiality of the Respondents

In accordance with the 2012 Data Privacy Act, all information from the participants will be

secured. Identities and other personal information will be kept confidential. Exchanging

information will only be among the researcher, adviser, and statistician. The findings of this

study will be shared with the adviser, research committee, panelist, and UST.

3.5.5 Voluntariness of Participation

Participation in the research will be voluntary. The participants have the right to reject or

withdraw from the research. There should be no force or pressure to participate in the research.

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3.5.6 Compensation

Participation in the research will not involve any forms of compensation or incentives. The

participants will likewise be informed that there will be no monetary assistance during the

conduct of the survey questionnaire.

3.6 Data Analysis

Statistical Treatment of the Data

All data collected from every participant will be completely transmitted to a statistician to

uncover the findings following the research design of this study.

3.6.1 Factor analysis

Factor analysis will be used to identify the underlying factors that explain the variation in the

data and group the variables into meaningful factors.

3.6.2 Descriptive Statistics

Descriptive statistics will be used to provide a summary of the data, including measures of

central tendency and variability. This can help to understand the characteristics of the data and

identify any trends or patterns.

3.6.3 Inferential Statistics

Inferential statistics will be used to test hypotheses and make inferences about the population

based on the sample data. This can provide information on the statistical significance of the

findings and the degree of confidence in the results.

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3.6.4 Regression Analysis

Regression analysis will be used to examine the relationship between two or more variables and

predict the value of one variable based on the value of another.

3.6.5 Analysis of Variance (ANOVA)

Analysis of Variance (ANOVA). ANOVA will be used to test the differences between two or more

groups in Gen Z

By using a combination of these statistical treatments, the researcher can gain a better

understanding of the impact of influencer marketing to Gen Z consumer behavior.

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APPENDICES

Appendix A: Consent Form for the Respondents

Informed consent for Thesis Research Participants

(Survey Questionnaire)

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 (Adapted from the UP-NIH Ethics Review Board)
UNIVERSITY OF SANTO TOMAS
Graduate School
Ethics Review Committee
PARTICIPANT’S INFORMATION
AND INFORMED CONSENT FORM

Project/Research Study Title: The Impact Of Influencer Marketing On Generation Z

Consumer Behavior In The Philippines
Investigator: Frecelynne Abegail Roman
Contact Number of Primary Investigator: 09989532280
Adviser: Prof. Jennifer Rebecca Ortuoste, Ph.D.

Dear Participant/s:

Greetings!

I am Frecelynne Abegail Roman, a Master of Arts major in Marketing Communication

student from the University of Santo Tomas and currently doing a research on the “The
Impact Of Influencer Marketing On Generation Z Consumer Behavior In The
Philippines,” under the supervision of my adviser, Prof. Jennifer Rebecca Ortuoste,
Ph.D.
PURPOSE: The research evaluates the Impact of Influencer Marketing on Generation Z
Consumer Behavior in the Philippines. The outcome will serve as a point of reference
concerning social media influencer marketing. The research findings will be based on
interpreting the information collected via survey questionnaires disseminated among
Gen Z consumers currently residing in Metro Manila.

PROCEDURES: The survey questionnaires will be distributed to Gen Z consumers born

between 1995-2015. They must be residing in Metro Manila with a monthly shopping
budget of at least Php 2,000. The survey questionnaire has 4 parts, namely: Part 1.

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Respondent’s Profile, Part 2. Social Media Use in the last 3 months, Part 3. Social
Media Influencers, and Part 4. Social Media Influencers’ impact on Brand Perception
and Image.

DURATION: The survey questionnaire will take approximately 10 - 15 minutes or can be

shorter or longer depending on the respondents.

RISK: Participant’s information and responses will be kept confidential and will be used
for research purposes alone. Hence, there are no foreseeable risks involved in
participating in this study.

VOLUNTARINESS OF PARTICIPATION: Participation in this study is voluntary.

COMPENSATION: There will be no financial or other incentives to be provided to the

participants once done answering the survey.

CONTACT INFORMATION: If you have any concerns or questions about the research,
you may contact the researcher at 09989532280 or send an email at
frecelynneabegail.roman.gs@ust.edu.ph.

Sincerely,
Frecelynne Abegail Roman
Researcher, Master of Arts major in Marketing Communication The Graduate School,
University of Santo Tomas

CONSENT FORM

I have read and understood the above information and have been given the
opportunity to consider and ask questions on the information regarding the
involvement in this study. I have spoken directly to the investigator/s of this study who
has/have answered to my satisfaction all my questions. I have received a copy of this
Participant’s Information and Informed Consent Form. I hereby voluntarily agree to

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 participate.

Participant’s Signature:

Printed Name of Participant Signature of Date

Participant

Witness:

Printed Name of Witness Signature of Witness Date

Appendix B: Survey Questionnaire

The Impact of Influencer Marketing on Generation Z Consumer

Behavior in the Philippines

Part 1. Respondent’s Profile

Name: __________________
Directions: Please check (/) on the appropriate answer.

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 1. Gender
( ) Male
( ) Female

2. Age
( ) 11 - 16 yo
( ) 17 - 20 yo
( ) 21 - 26 yo

3. Occupation/Status
( ) JHS
( ) SHS
( ) College
( ) Working

4. Financial Source
( ) School allowance from parents/guardians
( ) Business
( ) Part time jobs
( ) Full time work

5. Monthly Shopping Budget

( ) less than 2,000
( ) Over 2,000, but less than 5,000
( ) Over 5,000, but less than 10,000
( ) Over 10,000, but less than 15,000
( ) Over 15,000

Part 2. Social Media Use in the last 3 months

1. Do you own a smartphone?

( ) Yes
( ) No

2. Do you use social media?

( ) Yes
( ) No

3. Which social media apps are you using? Check whichever applies
( ) Facebook

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 ( ) Instagram
( ) Tiktok
( ) YouTube
( ) Do not use any of the above

4. In the last 3 months, how much time a day do you use social media?
( ) 1 hour or less
( ) 2 - 3 hours
( ) 3 - 5 hours
( ) 6 hours and longer

5. In the last 3 months, what is the main reason why you use social media
( ) To keep in touch with family and friends
( ) To watch entertaining content
( ) To watch educational content
( ) To stay tuned about the news about celebrities life
( ) To be updated with fashion trends
( ) To buys products
( ) Others

6. In the last 3 months, when do you use social media the most?
( ) When bored
( ) During free time
( ) Anytime
( ) While working
( ) At home
( ) When studying

Part 3. Social Media Influencers

1. Do you follow social media influencers?

( ) Yes
( ) No

2. If yes, can you name at least 3 social media influencers that you are currently following?
[Open Text]

3. Why do you follow them?

[Open Text]

4. Do you trust social media influencer's recommendations about products / services?

( ) Yes
( ) No

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 5. Based on the social media influencers you named at section 3, can you rank them
according to the following: (1 is the lowest ranking, 4 is the highest ranking)

Social Media Influencer Characteristics 1 2 3 4

How attractive __________ is?

How expert ___________ is?

How trustworthy ________ is?

6. Will you try a new brand / product because influencers recommend it?
( ) Yes
( ) No

7. Have you ever purchased an item or service because an influencer recommended it?
( ) Yes
( ) No

Part 4. Social Media Influencers’ impact on Brand Perception and Image

1. Based on the product or service that was recommended by the social media influencer
you choose at section 3, answer the following questions:

(SD) Strongly Disagree

(D) Disagree
(A) Agree
(SA) Strongly Agree

Brand Perception SD D A SA

I’m always aware of the brand even before the influencer

promote the product/service.

I pay more attention to the brand after the influencer

promotes the product/service.

I can quickly recall the logo of the brand after the influencer
promotes the product/service.

I can quickly recall the characteristics of brand after the

influencer promotes the product/service.

I can easily notice the difference of the brand from other

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similar brands after the social influencer promotes the
product/service.

2. Based on the product or service that was recommended by the social media influencer
you choose at section 3, answer the following questions:

Perceived Brand Image SD D A SA

I trust the brand has a high quality after the influencer

promotes the product/service.

The quality of the brand seems extremely high after the

social influencer promotes the product/service.

I trust the brand is highly functional after the influencer

promotes the product/service.

I trust the brand is highly reliable after the influencer

promotes the product/service.

I trust the brand must have very good quality after the
influencer promotes the product/service.

3. Will you try a new brand / product because influencers recommend it?
( ) Yes
( ) No

4. Have you ever purchased an item or service because an influencer recommended it?
( ) Yes
( ) No

8. How do you react when a celebrity/blogger/influencer recommended a product?

( ) Immediately purchase the product
( ) Have desire to purchase the product, but then forget about it
( ) It only irritates me
( ) I don’t trust them, so I will never purchase the products
( ) I don’t pay attention

1. To determine the impact of the following on brand image:

○ Influencer’s Attractiveness
○ Influencer’s Expertise
○ Influencer’s Trustworthiness
2. To determine the impact of the following on consumer behavior:

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 ○ Influencer’s Attractiveness
○ Influencer’s Expertise
○ Influencer’s Trustworthiness
3. To assess the relationship of brand’s image on purchase intentions

ADDITIONAL

Plagiarism Checking Part 1

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