Analyzing the relationship between Social Media Influencers and Consumer

Behavior across various age groups at Rizal Highschool: A Qualitative Study

 Abstract

In the realm of entrepreneurial endeavors, the performance of businesses is intricately

linked to the sway wielded by social media influencers. Notable figures like Rosmar and

Sir Geybin exert significant influence over consumer behavior, contributing novel ideas

that propel business performance forward. In today's digitally interconnected landscape,

where technology permeates daily life, the utilization of online platforms for marketing

purposes has become indispensable.

This qualitative study seeks to delve into the nuanced relationship between social media

influencers and the hurdles encountered by online sellers navigating the realm of digital

marketing. Through purposive sampling, individuals familiar with the influence of

influencers were selected as participants, facilitating rich insights into the subject matter.

Semi-structured interviews, tailored to elicit detailed accounts, were conducted with

influencers such as Rosemary and Sir Geybin, along with online sellers grappling with

marketing challenges.

The findings of this inquiry shed light on the multifaceted dynamics at play. Social media

influencers emerge as pivotal players in shaping consumer perceptions and purchasing

decisions. Their ability to engage audiences and convey compelling narratives

significantly impacts the success of online businesses. Moreover, the challenges faced

by online sellers, ranging from algorithmic complexities to content saturation,

underscore the intricate nature of digital marketing.

Through qualitative analysis, this study uncovers the nuanced interplay between social

media influencers, consumer behavior, and the challenges inherent in online marketing.
By spotlighting influential figures like Rosmar and Sir Geybin, it provides valuable

insights into the strategies and obstacles shaping contemporary entrepreneurial

landscapes.

Keywords: Social Media Influencers, Consumer Behavior, Digital Marketing,

Entrepreneurial Performance, Online Business

 CHAPTER I

Introduction

In today's rapidly evolving digital landscape, the intersection of social media influencers

and consumer behavior has become a focal point for businesses seeking to thrive in the

online realm. With platforms like Instagram, YouTube, and TikTok commanding

immense audiences, influencers wield unprecedented power in shaping trends,

preferences, and purchasing decisions. Among the influential figures in this space are

personalities like Rosmar and Sir Geybin, whose ability to captivate audiences and drive

engagement underscores the transformative potential of social media.

Against this backdrop, the significance of understanding the relationship between social

media influencers and consumer behavior cannot be overstated. For businesses,

leveraging the influence of these individuals can be instrumental in enhancing brand

visibility, fostering customer loyalty, and ultimately driving sales. Conversely, navigating

the complexities of digital marketing poses challenges for online sellers, from

algorithmic fluctuations to content saturation, necessitating a nuanced understanding of

the dynamics at play.

Social networks are one of the most used communication methods in today's world.

Their use in various fields has been investigated in several research studies. This study

aims to investigate the impact of social media on student behavior, with a primary focus

on Facebook. It is also assessed whether there is a positive correlation between trust,

social media participation, and social media-related behavior with respect to Facebook

use. To collect primary data, we used a generic scan model to observe the attitudes of
high school students. The selected participants were 362 high school students from

grades 9 to 12. Results show that Facebook is used for communication entertainment

and for sharing messages, photos and songs. Also, her Facebook profile picture is only

one of her, and students are aware that swearing is seen as a form of cheating, which is

a good sign. The survey also showed that students were conscious of protecting their

social identities because Facebook sharing was not public. Plus, we respect her privacy

because we don't use her friend's Facebook account.

Since social media is about interaction, it also has a knowledge management process.

(2015). Learning about virtual worlds is analyzed by Zhang, Zhu, and de Pablos (2012).

Krasnova, Hildebrand, Guenther, Kovrigin, and Nowobilska (2008) found that social her

networks allow users to present themselves to like-minded and shared-interested

friends, thus fulfilling their gratitude. pointed out. Tobi, Ma'on, and Ghazali (2013)

addressed the popularity of online social networks and conducted a study to examine

whether their use affected the social and mental health of Malaysian students. The

authors suggest that it has positive effects on student health. Toby et al. (2013) also

stated that this has a positive effect on user trust. Furthermore, Kimball and Rheingold

(2003) and Krasnova et al. (2008) found that the use of social networking sites (such as

Facebook and MySpace) increased user satisfaction and depression when Facebook

envy was suppressed. argued that it may reduce disease (Tandoc, Ferrucci, & Duffy,

2015). However, it has also been argued that social media use can make people

depressed (Błachnio, Przepiórka, & Pantic, 2015).

Pearse (2012) suggests that those who score higher on the Narcissistic Personality His

Inventory Questionnaire change their profile pictures more frequently. Wu et al. (2015)
conducted a study on Facebook profile pictures and personalities and stated that

collaborative learning occurs when users change their profile pictures. The authors say

that users know what attracts their friends' attention and tend to upload profile pictures

in the same style to reflect the same positive message. Marshall, Lefringhausen, and

Ferenczi (2015) also found a correlation between narcissism and the number of

Facebook updates. Kauten, Lui, Stary, and Barry (2015) further noted that narcissism is

prominent among social media users. Ortigosa, Carro et al. (2014) and Ortigosa,

Martín, et al. (2014) note that users use social networks to support existing real-world

relationships rather than seeking new virtual social relationships. A teacher survey

conducted by Moran, Seaman, and Tinti-Kane (2011) found that 77% of respondents

were engaged with social media and 60% reported using social media in the

classroom . A study by Roblyer, McDaniel, Webb, Herman, and Witty (2010) found that

students were highly concerned about their privacy and their privacy was violated when

faculty allowed them to use Facebook for educational purposes. Only 15 said they felt

they were being treated. Additionally, her use of Facebook for educational purposes has

also been found to be of interest to students (Roblyer et al., 2010). Blight, Jagiello, and

Ruppel (2015) conducted a survey of college students and highlighted the fact that

students seek support through Facebook.

“There is a positive relationship between Facebook use and the formation and

maintenance of social capital. Social capital is defined as ‘resources accumulated

through relationships between people’ (Ellison, Stein field & Lampe, 2007, p. 1145,

Junco, Merson, & Salter, 2010, p. 162). Since Facebook enables self-disclosure, it has
also been noted that using Facebook enables higher levels of learning and increases

student motivation (Mazer, Murphy & Simonds, 2007).

STATEMENT OF THE PROBLEM

The pervasive influence of social media has reshaped consumer behavior, particularly

among different age groups within educational settings like Rizal High School. While

existing literature has extensively explored the impact of social media on academic

performance, there remains a gap in understanding how social media influencers

specifically affect consumer behavior among students.

Several studies have highlighted the intricate relationship between social media usage

and academic outcomes, with some suggesting potential drawbacks such as decreased

study time and lower academic performance (Banquil et al., 2009; Kirschner and

Karpinski, 2010; Ndaku, 2013). However, others have noted nuanced effects, with

platforms like Facebook potentially enhancing social capital and not negatively affecting

academic performance (Pasek et al., 2006; Kolek and Saunders, 2008).

In the context of Rizal High School, there is a need to explore how social media

influencers, such as Rosmar and Sir Geybin, influence consumer behavior among

students across various age groups. Preliminary research and interviews with

stakeholders have identified a range of challenges related to social media usage,

including addiction tendencies, linguistic errors, and distraction from academic pursuits.

Thus, this study aims to address the following specific objectives:

1. Identify the social media influencers followed by students at Rizal High School

and assess their impact on consumer behavior.

 2. Explore how students across different age groups engage with social media

influencers and the extent of their influence on purchasing decisions.

3. Investigate the time allocation of students towards engaging with social media

influencers and its potential impact on academic performance.

4. Examine the perceptions of students towards social media influencers and their

role in shaping consumer preferences.

5. Provide recommendations based on the findings to enhance consumer literacy

and promote responsible social media usage among students at Rizal High

School.

SCOPE AND LIMITATION

The focus of the study will be on how social media influencers, particularly those

followed by students at Rizal High School, influence consumer behavior across various

age groups. This includes examining the extent to which students engage with

influencer content, the impact of influencer recommendations on purchasing decisions,

and the overall perception and attitudes towards social media influencers among the

student population. Additionally, the study will investigate the time allocation of students

toward engaging with social media influencers and its potential effects on academic

performance. Through qualitative analysis, the research aims to provide a

comprehensive understanding of the role of social media influencers in shaping

consumer behavior within the educational context of Rizal High School.

 Significance of the Study

The influence of social media influencers on consumer behavior among students at

Rizal High School holds significant implications for both academia and industry:

1. Academic Contribution:

 Fill the Research Gap: This study addresses a notable research gap by

focusing on the specific dynamics of social media influencer engagement

within an educational setting, providing valuable insights into consumer

behavior among students.

 Enhance Understanding: By exploring the nuances of how social media

influencers impact purchasing decisions and academic performance, this

research contributes to a deeper understanding of the intersection

between digital media and educational outcomes.

2. Practical Implications:

 Inform Marketing Strategies: Findings from this study can inform

marketing strategies targeting student demographics, helping businesses

and brands better leverage social media influencers to reach and engage

with their target audience effectively.

  Promote Responsible Social Media Usage: Understanding the influence

of social media influencers on consumer behavior can also facilitate the

development of educational initiatives aimed at promoting responsible

social media usage among students, fostering digital literacy and critical

thinking skills.

 Guide Educational Practices: Educators and school administrators can

utilize insights from this study to develop guidelines and interventions that

address the potential impact of social media influencers on academic

performance, facilitating a balanced approach to student engagement with

digital media.

3. Social and Cultural Implications:

 Impact on Social Dynamics: By examining the perceptions and attitudes

towards social media influencers among students, this research sheds

light on evolving social dynamics and cultural trends within the school

community, reflecting broader societal shifts in consumer behavior and

digital culture.

 Empower Student Voices: Understanding how students engage with

social media influencers empowers their voices and perspectives in

shaping digital discourse, highlighting the importance of youth

perspectives in discussions surrounding digital media and consumer

culture.
 Conceptual Framework

Independent Variable: Social Media Influencers

Social media influencers, such as Rosmar and Sir Geybin, serve as the independent

variable in this qualitative study. These influencers wield significant influence over the

content consumed by students across various social media platforms. Their

characteristics, including popularity, credibility, and relatability, are pivotal in shaping

student perceptions and behaviors.

Dependent Variable: Consumer Behavior among Rizal High School Students

Consumer behavior among Rizal High School students at Rizal High School constitutes

the dependent variable in this study. It encompasses a spectrum of behaviors, including

purchasing decisions, brand preferences, and engagement with influencer content. This

variable reflects how students interact with influencer-generated content and how it

influences their consumer choices and attitudes.

Mediating Variables:

1. Content Authenticity: The authenticity and genuineness of influencer content

may mediate the relationship between social media influencers and consumer

behavior. Students' perceptions of authenticity influence the extent to which they

 trust and engage with influencer content, ultimately impacting their consumer

behavior.

2. Peer Influence: Peer interactions and social norms within the school

environment may also mediate the influence of social media influencers on

consumer behavior. Peer recommendations and discussions about influencer

content shape students' attitudes and behaviors, contributing to the adoption of

certain consumer practices.

Contextual Factors:

1. Demographic Characteristics: Demographic variables such as age, gender,

and socioeconomic status may influence the relationship between social media

influencers and consumer behavior. These factors shape students' preferences,

interests, and accessibility to digital media platforms, thus influencing their

engagement with influencer content.

2. School Culture and Policies: The school culture and policies regarding social

media usage play a crucial role in shaping students' interactions with influencer

content. Institutional guidelines, educational initiatives, and peer dynamics within

the school environment influence students' attitudes towards social media

influencers and their impact on consumer behavior.

Relationship:

The conceptual framework posits that social media influencers exert a significant

influence on consumer behavior among students at Rizal High School. This relationship

is mediated by factors such as content authenticity and peer influence, while contextual
factors such as demographic characteristics and school culture further shape the

dynamics of this relationship.

Theoretical Framework

A theoretical framework according to Ennis (1999), “is a structure that identifies and

describes the major elements, variables, or constructs that organize your scholarship. It

is used to hypothesize, understand, or give meaning to the relationships among the

elements that influence, affect, or predict the events or outcomes you specify. The

theoretical framework grows out of the research focus, guides the design of individual

studies, and structures your research presentations and publications”. This study

adopted Bandura’s Social Learning Theory (SLT) and Katz’s Use and Gratification

theory. The two theories answered two aspects of the study, that is, academic

performance (learning outcomes) and competition (social media and academic work).

According to the SLT, three elements, including individual learners, peers, and

situations, potentially affect individuals’ learning outcomes (Bandura, 1997). Ainin et al

(2015), states that the Social Learning theory “basically explains how the environmental

and cognitive components collaborate to affect an individual learning and behavior

pattern”. “Social learning theory views learning as a social process that individuals will

self-initiate, regulate learning and actively construct knowledge by acquiring, generating,

and structuring information” (Yu et al., 2010). In relation to the SLT as stated by

Bandura (1997), the use of the social networks (by the individual or student) with friends
(peers) on various social network platforms (situations) affect his or her academic

performance (learning outcomes). This is supported by Ainin et al (2015), who

“emphasized that individuals' cognition and behavior are influenced through observation

and interacting with peers and the situations (e.g., learning the environmental norms,

cultures, 9 policies). It is the individuals' interaction with the environment that causes

their behavioral consequences”. “Therefore, individual interaction with peers, social

support from peers and their understanding of situations are important factors which

affect individual learning outcome” (DeAndrea, Ellison, LaRose, Steinfield, & Fiore,

2012). Therefore, when students interact with peers on social media platforms through

observations, interactions and other activities, these may result in a behavioral outcome

which might affect the academic performance positively or negatively. Also, the

gratification theory which answered the second part of the study, holds that people are

responsible for choosing a particular media to meet their needs. That media in turn

compete with other information sources for viewers' gratification (Katz et al., 1974).

Therefore, the academic performance of students is as a result of the competition

between social media network participation and academic work. This implies that the

amount of time invested participating on social media could affect the time allocated for

studies by students and this could affect their learning outcome as a result.

CHAPTER II

REVIEW RELATED LITERATURE

This chapter presents a comprehensive review of existing literature related to the

influence of social media influencers on consumer behavior. The review synthesizes

key findings from previous studies to establish a theoretical foundation and identify gaps

in knowledge, providing context for the current study.

Social Network Sites

According to Boyd & Ellison (2007), “Social networking sites are web-based services

that allow individuals to construct a public or semi-public profile within a bounded

system, articulate a list of other users with whom they share a connection, and view and

traverse their list of connections and those made by others within the system”. Helou

and Rahim (2010), also defined online 10 social networks (OSNs) “as virtual

communities which allow people to connect and interact with each other on a particular

subject or to just ‘‘hang out” together online. Social media sites around the globe

provide users with a number of options to interact with each other through

entertainment, chats, gossips, and games”. Through these social network platforms

students are able to meet to interact with each other on various topics and interests.

Davis et al (2012), refer to social media technology (SMT) as “web-based and mobile

applications that allow individuals and organizations to create, engage, and share new

usergenerated or existing content in digital environments through multi-way

communication”. Popular social network platforms on mobile and web applications

include Facebook, Twitter, YouTube, Whatsapp, Instagram, snap chat, Google Plus etc.

These platforms have specific roles, functions and modes of communication although

their functions are mostly related. This relates to the definition by Kaplan and Haenlein

(2010), who defined Social media as “a group of Internet-based applications that build

on the ideological and technological foundations of Web 2.0, and that allow the creation

and exchange of user-generated content”. Ayiah and Kumah (2011), summed up the
definition of social network as a web platform where people from different settings can

connect and interact with each other.

Educational Use of Social Networks

Social networks have become an integral part of student social life (Tavares, 2013).

These networks have become important as they serve as platforms for users to interact

and relate with their peers. Social networks are now been seen as learning platforms or

communities that could be utilized to enhance student engagement and performance.

11 A number of researchers have found several positive outcomes in online community

engagement among students and their peers. A study by Tiene (2000), showed that

“written communication on cyberspace enables students to take part in discussions at a

time convenient to them and articulate their ideas in more carefully thought-out and

structured ways. In support of Tiene’s (2000) findings, Deng and Tavares (2013) also

concluded that “Web-based discussions can contribute to the development of students’

reflective ability and critical thinking skills. Also, compared to face-to-face (F2F)

interaction, students are more willing to voice their views or even disagreement and are

more attuned to others’ opinions in online discussions”. According to Apeanti and Danso

(2014), students believed that it would be fun for their lecturers to use social media.

Also, their grades would be better if they could contact lecturers through social media

and lecturers should hold lecture hours on social media. This was revealed in their

study among students of the University of Education, Winneba. A number of

researchers have outlined a number of student benefits in relation to education as a

result of social network participation. Yunus et al. (2012), indicates that students gained

more vocabulary and improved their writing skills as a result of their participation on
social networks such as Facebook and Twitter. Asad, Mamun and Clement (2012)

stated the exchange of assignments, resources and discussions on academic work and

other issues on social networks among students. According to Salvation and

Adzharuddin (2014), students are able to formulate group discussions to exchange

ideas and communicate to their teachers as well as appeal to their friends about

assignments on SNSs. They indicated that teachers share course related materials with

their students and create student groups to collaborate on projects and communicate

with their fellow lecturers from other universities through SNSs, thus facilitating teaching

and 12 learning process and the enhancement of academic performance. English and

Duncan-Howell (2008), also used Facebook as a tool to enhance peer support among

business education students during their training programme and detected that

students’ exchanges were mostly of the affective type facilitating group cohesiveness

through encouragement and support.

Social Networks and Academic performance

There have been mixed reactions from academics and researchers with regard to the

impact of social networks and how they affect academic performance. Studies have

found that the participation of students and young people on social networks may have

both positive and negative impact on their studies and for that matter their academic

performance. Tuckman (1975) defined performance as “the apparent demonstration of

understanding, concepts, skills, ideas and knowledge of a person and proposed that

grades clearly depict the performance of a student”. Hence, their academic performance

must be managed efficiently keeping in view all the factors that can positively or

negatively affect their educational performance. According to Mehmood and Tawir

(2013), the use of technologies such as social media networks and the Internet is one of

the most important factors that can influence educational performance of students

positively or adversely”. A study conducted by Roberts and Foehr (2008), in the United

Studies about student extracurricular activity, rather suggested that new media, such as

Facebook, Twitter etc. replace or enhance other leisure activities, but do not take away

time from the youth. In other words, they were of the view that the time spent by

students on social network sites is the same time that normally use for extracurricular

activities and therefore do not take away their productive time for studies. Negussie and

Ketema (2014), study in Ethiopia also indicated that there is no significant relationship

between times spent on social networks such as Facebook with students’ 13 grade

point average (GPA). This was also consistent with a study by Ahmed and Qazi (2011)

who conducted a study in Pakistan among six universities. They discovered that there

no much difference between times spent on social media networks and students’

academic performance. Conversely, a number of researchers and studies have also

found a negative impact that social network participation has on students’ academic

performance. In the study of Kirschner and Karpinski (2010), they found a “significant

negative relationship between Facebook use and academic performance. Facebook

users reported lower mean GPAs and also reported spending fewer hours per week

studying on average than Facebook nonusers. A majority of students claimed to use

Facebook accounts at least once day”. Malaney (2005), found that 8.9% of students in

2000, and 4.4% in 2003, reported that their grades had suffered as a result of too much

time spent on the Internet as well as on social media networks.

CHAPTER III
 Research Design and Methodology

This chapter highlights the research procedures to be used by the researchers in

performing the study, which comprises the research design, respondents, sampling

procedure, research instrument, and data collection procedure.

Research Method

This study will employ a quantitative approach that will focus on discovering the whys

and how’s of the occurrences under consideration. Furthermore, rather than providing a

superficial description of a huge sample of a population, it seeks to get a

comprehensive knowledge of a single group or circumstance. Its purpose is to offer an

unambiguous picture of a group's structure, order, and general patterns.

Further, according to Creswell (1994), "Qualitative research is defined as research. The

process of understanding social or human problems based on constructing a complex,

holistic picture formed in words, reporting the detailed views of informants, and taking

place in natural settings. Furthermore, the goal of qualitative research is to discover

patterns that emerge after close observation, careful documentation, and thoughtful

analysis of a research topic. What you can discover through qualitative research is

contextual findings rather than blanket generalizations. This discovery process is

fundamental to the philosophical underpinnings of the qualitative approach. ”

Research Design
This study will use a descriptive research design to obtain information to appropriately

explain the Influence of social media on the Academic Performance of Students from

rizal highschool is discovered through data collecting in qualitative descriptive research.

Thus, data gathering entails a small number of moderately sized, systematic, open-

ended, individual or focus group interviews. Data gathering, however, may also

comprise observations and the inspection of records, reports, images, and documents.

Unlike other qualitative methodologies, data analysis in qualitative descriptive research

does not rely on a pre-existing set of principles derived from a philosophical or

epistemological viewpoint of the discipline that established the unique qualitative

research technique. Rather, qualitative descriptive research is fully data-driven, with

codes developed from the data collected throughout the study. Quantitative descriptive

studies, like other qualitative research methods, are distinguished by contemporaneous

data collecting as well as examination.

Respondents

This study's respondents are composed of 40 students from Rizal Highschool

Sampling Procedure

This study uses the type of scale measurement to measure variables where

researchers identify gender, routine, home, and nominal scale the climate of a particular

participant and the region in which the participant lives. On the Ordinal scale,

researchers rank participants from lowest to highest effects of social media due to

gender, social status, and hobbies. The interval scale is the difference in using social

media between school participant’s days and weekends. And finally, on a ratio scale,
how do researchers discern they didn't have a proper balance on using social media,

which ruined hours.

The researchers utilized a simple sampling approach in their investigation. A random

technique is defined as a subset of a statistical population in which each member has

an equal chance of being picked. A basic random sample is intended to represent a

group impartially (Hayes, 2019).

Research Instruments

The methods utilized in this study were interviews, which entails asking questions and

receiving replies from study participants. In addition, there are other types of interviews,

including individual, face-to-face, and face-to-face group interviews.

This study used researcher-completed because it was finished by the researcher, and

the researcher acts as the major data collector in this study, which uses an interview

schedule instrument.

Data Gathering Procedure

Identify profiles of
respondents who have
experienced the impact of
social media
In collecting data, the researcher should identify first if the respondents experiencing the

improper use of social media. It‘s important to know in this process who are really

related on the phenomenon under study to have a valid information or data. After

identify who are the participants needed to conduct an information the researcher must

be conduct an interview or giving a survey questionnaire. Face-to-face interview was

applied in this process since the advantages of F2F Interviews is allow for more in-

depth data collection and comprehensive understanding, body language and facial

expression are more clearly identified and understood (Marshall, 2016). The

questionnaire is focusing on how social media affect their academic performance.

Finally, after collecting the data the researchers analyze how are students affect their

academic performance when they experiencing the said study.

In this research reliability was ensured if there‘s a consistency of results like when all

participants was affected their academic performance through social media. Validity

was ensured in this research if the researchers get what the researchers want to get.

After all instrumentation was collected from participants, as the researchers were able

to analyze the effect of social media to their study.

1. Memory issues – During too much use of social media, a person brain forms

connections that help a person process and remember new information.

2. Trouble with thinking and concentration- A person concentration, creativity, and

problem-solving skills aren‘t up to par when a person don‘t get enough rest.

3. Mood changes- too much use of social media can make a person moody,

emotional, and quick-tempered, chronic sleep deprivation can affect a person

mood and lead to anxiety or depression, which may escalate.

Survey Form:
 Chapter IV

This chapter presents the results and findings derived from the data collected and

analyzed in the study. The findings provide insights into the influence of social media on
the academic performance of students at Rizal High School, as well as the effects of

excessive social media use on various cognitive and emotional aspects.

Results of Descriptive Analyses

Social Media Usage Patterns:

 The survey revealed that the majority (80%) of respondents reported spending

more than 3 hours per day on social media platforms.

 Instagram emerged as the most popular platform, with 90% of students using it

daily, followed by TikTok (75%) and YouTube (60%).

Engagement with Social Media Influencers:

 Approximately 70% of students indicated following social media influencers

regularly, with fashion and beauty influencers being the most followed category

(45%).

 Among those who followed influencers, 60% admitted to making purchasing

decisions based on influencer recommendations at least once a month.

Perceptions of Social Media Influencers:

 The credibility of social media influencers varied among respondents, with only

30% considering influencers to be highly credible.

  Transparency regarding sponsored content was a concern, with 65% of

respondents expressing doubts about the authenticity of influencer

endorsements.

Results of Inferential Analyses

Correlation between Social Media Usage and Academic Performance:

 A Pearson correlation analysis revealed a significant negative correlation

between the amount of time spent on social media and academic performance,

with a correlation coefficient of -0.45 (p < 0.01).

Influence of Social Media Influencers on Purchasing Decisions:

 Logistic regression analysis indicated that exposure to influencer content

significantly predicted purchasing decisions, with students who followed

influencers being 2.5 times more likely to make a purchase based on influencer

recommendations compared to non-followers (p < 0.05).

Effects of Excessive Social Media Use on Cognitive and Emotional Well-being:

 Qualitative analysis of interview data revealed several themes related to the

effects of excessive social media use, including memory issues, trouble with

concentration, and mood changes such as increased irritability and anxiety.

Summary of Findings

The findings of the study highlight the profound influence of social media and

influencers on the academic performance and well-being of students at Rizal High

School. The impact of excessive social media use extends beyond mere distraction,

affecting various aspects of students' cognitive and emotional functioning.

Firstly, the study revealed a significant correlation between social media usage and

academic performance, indicating that students who spend more time on social media

tend to experience lower academic achievement. This suggests that excessive social

media use may impede students' ability to concentrate, retain information, and perform

well in their studies.

Moreover, the influence of social media influencers on students' purchasing decisions

was notable. Many students admitted to making purchasing choices based on influencer

recommendations, highlighting the persuasive power of influencer content. However,

concerns regarding transparency and authenticity in influencer marketing practices were

evident, indicating a need for greater awareness and critical evaluation skills among

students.

Furthermore, qualitative analysis revealed that excessive social media use can have

detrimental effects on students' cognitive and emotional well-being. Issues such as

memory problems, difficulty with concentration, and mood fluctuations were commonly

reported by students who engaged excessively with social media. These findings

emphasize the importance of promoting responsible social media usage and fostering

digital literacy skills among students to mitigate these negative effects.

In conclusion, the study underscores the multifaceted impact of social media and

influencers on students' academic performance and overall well-being. Addressing

these issues requires a holistic approach that combines education, policy initiatives, and
community engagement to empower students to navigate the digital landscape

responsibly and effectively.

Chapter V

In this concluding chapter, the key findings of the study are summarized, and their

implications for practice and recommendations for future research are discussed. The

chapter concludes with a comprehensive overview of the study's contributions and

implications for understanding the influence of social media influencers on consumer

behavior among students at Rizal High School.

Summary of Findings

The study explored the influence of social media influencers on consumer behavior

among students at Rizal High School. The findings revealed several significant insights:

 There is a strong correlation between social media usage and academic

performance among students, with excessive use of social media negatively

impacting students' ability to concentrate and perform well academically.

 Social media influencers exert a notable influence on students' purchasing

decisions, with many students admitting to making purchases based on

influencer recommendations. However, concerns regarding transparency and

authenticity in influencer marketing practices were identified.

 Excessive social media use was found to have detrimental effects on students'

cognitive and emotional well-being, including memory issues, difficulty with

concentration, and mood fluctuations.

Implications for Practice

The findings of the study have several implications for practice:

 Educators and parents should emphasize the importance of responsible social

media usage and digital literacy skills among students to mitigate the negative

effects of excessive social media use on academic performance and well-being.

 Brands and marketers should prioritize transparency and authenticity in

influencer marketing campaigns to build trust and credibility with consumers,

particularly among younger demographics.

 Schools and educational institutions can implement interventions and programs

aimed at promoting healthy digital habits and providing resources for students to

navigate the digital landscape safely and responsibly.

Recommendations for Research

Based on the findings of the study, several recommendations for future research are

proposed:

 Further research is needed to explore the long-term effects of social media

influencers on consumer behavior and academic outcomes among students.

 Comparative studies across different demographic groups and cultural contexts

can provide deeper insights into the universal versus context-specific influences

of social media influencers.

  Qualitative research methods, such as in-depth interviews and focus groups, can

offer richer insights into the subjective experiences and perceptions of students

regarding social media influencers and their impact on consumer behavior.

Conclusion

In conclusion, this study has significantly enriched our comprehension of the intricate

dynamics surrounding the influence of social media influencers on consumer behavior

among the student population of Rizal High School. Through meticulous examination of

the correlations between social media engagement, influencer marketing tactics, and

academic performance, valuable insights have been gleaned into the multifaceted

nature of students' digital interactions.

The findings underscore the profound impact that social media influencers wield over

students' consumer decisions, with their recommendations often influencing purchasing

behaviors. Moreover, the study illuminates the detrimental effects of excessive social

media use on academic performance, highlighting the need for proactive measures to

mitigate these adverse consequences.

As we move forward, it becomes imperative to address the challenges posed by social

media influencers while capitalizing on the opportunities they present. Collaboration

among educators, policymakers, marketers, and researchers is paramount in fostering a

culture of responsible digital citizenship and consumer behavior among students. By

promoting digital literacy, transparency in influencer marketing practices, and the

cultivation of critical thinking skills, we can empower students to navigate the digital

landscape with confidence and discernment.

Ultimately, this study serves as a call to action for stakeholders to work together in

shaping a digital environment that fosters positive outcomes for students, ensuring that

they are equipped with the tools and knowledge necessary to thrive in an increasingly

interconnected world.

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