Result and Discussion

THE IMPACTS AND INFLUENCE OF SOCIAL MEDIA
INFLUENCERS IN THE DECISION MAKING OF THE YOUTH:

A QUALITATIVE RESEARCH
RESULTS AND
DISCUSSION
PRESENTED BY:
GROUP #08
(OLI, PIAZZANI, ELAYDA, ALFANE, COLO)
SAMPLING TECHNIQUE
 In this research, the researchers
used the technique purposive
sampling, in which they chose their
participants based on what
characteristics and personality they
has that may relevant and may help
to the research.
DESCRIPTION OF THE PARTICIPANTS
PARTICIPANT A
She is a grade 12 student from the strand
of HUMSS 19 years old in age, she is
short, light brown in color, smart and
pretty. Besides she loves reading books,
in love with cats, music lover, she also
loves watching videos, drinking coffees
and eating lots of foods.
PARTICIPANT B
 He is a male grade 12 student from the
strand of HUMSS and he is 17 years old,
handsome, light brown in color, smart and
happy person. Besides, he loves eating foods,
loves to wear and try different clothes and
fashion, an active user of social media
applications and also a viewer of different
blogs of his and her favorite influencers.
PARTICIPANT C
 She is a grade 12 student from the strand of
HUMSS and she is 17 years, 175 cm in height and
sometimes she is middle blocker of her team in
volleyball, light brown in color, smart, pretty and
very quiet person. Besides she loves watching
anime, playing videos games, a fan of PEWDIEPIE
and also a fan and lover of K-POP groups NCT
such as DAY 6, MOMOLAND and BOL4.
PARTICIPANT D
 She is a grade 12 student from the strand of
HUMSS and she is 17 years old, white in color,
pretty, talented dancer, smart and active user
of social media applications. In addition, she
also loves sleeping, dancing, singing, painting,
playing instruments, and also very fan of
Michelle Fox and super in love with
sunflowers.
PARTICIPANT E
He is a Senior High School Teacher, and
25 years old in age and current
teaching Empowerment Technologies,
Media and Information Literacy and
Creative Writing.
RESULTS
Relying People’s Decision To Favorite SMIs
Reasons Why SMIs Influence People’s Decision Making
SMIs Positive And Negative Consequences Or Impacts In Daily Lives
SMIs Influencing The Perspective Of People
SMIs Affect Decision Making Of People In Daily Life

RESULTS
 This research, will primary focuses on the impacts
and how does SMIs influence the decision making of
the youth nowadays. With connection, the
participants of the research were selected and chosen
through the use of sampling technique purposive
sampling. In addition, to gather the results, the
researchers conducted an interview to the 5 selected
participants and asked questions and follow up
questions regarding their perspectives and knowledge
about the influence of social media influencers (SMIs)
and their impacts to the youth nowadays.
RELYING PEOPLE’S DECISIONS TO
FAVORITE SMIS
 On the said interview, the participants were
asked the exact same specific and follow up
questions, on which 2 out 5 participants were
answered same thought and perspectives
regarding the relying of people’s decisions to
their favorite SMIs.
RELYING PEOPLE’S DECISIONS TO FAVORITE
SMIS
• The PARTICIPANTS B AND C states that,
“INSPIRATIONS” serve us reasons why do
people rely their decisions to their favorite
social media influencers.

SMIS
 PARTICIPANT B said that, inspirations are the
causes of relying of the people in the SMIs, because
they are inspired they do what their idols do. Yes,
I’m a fan because I can see my vibes and wants from
them. Yes, of course there are both positive and
negative impacts. But SMIs content I watched has a
good content and videos. Besides, for me not all
SMIs have the power or tool to influence others,
but we should be aware that their influence both
good and bad should not always apply or adapt into
our lives.
SMIS
 PARTICIPANT C said that, we rely on them because we
see them as our role model and inspirations. I’m a fan and
subscriber of PewDiePie, which I love his things, contents
especially in gaming. Yes, he is a proved that SMIs are
good influencer, aside from he is giving inspirations, and
he always posted something trusted and reliable. Besides,
he also takes caution towards his actions and words
because of his viewers and followers are child and young
persons. I believe that he will not post a video that is not
trusted and reliable. It is only 1 hour I consumed my time
on watching his vlogs and videos.
RELYING PEOPLE’S DECISIONS TO
FAVORITE SMIS
 PARTICIPANT A said that, most of the people
rely their decisions to their favorite influencers, it
is because, it motivates the person’s mind to be
optimistic, besides idolizing is also considered as
a factor. “To be honest, I’m not a fan of SMIs, but
for me the can help but mostly there are not.
Besides, they are not a good role model to me. In
their contents, yes, we can get both positive and
negative impacts”.
SMIS
 PARTICIPANT D said that, life experiences and their
lessons we got from our favorite influencers are the
reasons why do they always rely their decision making
to them. Yes, because we always makes happy of our favorite
influencers. Some of their videos involved organizers, house
renovation, make-up routine, dancing, cooking and mukbang. One
of my favorite SMI is Michelle Fox, because I always see on her
daily vlogs that she seems suffered from different problems, but
she can handle and cope with it. As of now, I currently busy in my
studies, that why I don’t have enough time to watch their vlogs
and videos but yes I followed them to their other social media
accounts. Also for me, because of SMIs they can directly straight
forward the bad and good effects of decision making in our lives.
SMIS
 PARTICIPANT E said that, SMIs are trusted and trustworthy,
but always background checks it before you spread and
because of that of that people tend to rely their decisions to
them. They can be a role model as long as their topics are full
of knowledge and sense and not just a piece of trash. For me,
they see something similar to them that are why they tend to
develop and stick towards each other. My one favorite
influencer is NAS Daily, because besides he is a good influencer
and has a good content, he’s videos also relates and connected
to my subject Empowerment Technologies. Also Alex Gonzaga,
I also love her videos content, and of course I followed them to
their different social media accounts, but I’m not totally
engaged in their life, since I have my own priorities.
REASONS WHY SMIs INFLUENCE
PEOPLES DECISION MAKING
 Likewise, the participants were asked the
same follow up and specific questions were in
2 out of 5 participants were answered the
same thoughts regarding the reasons why
SMIs influence people in their decision
making.
• Participants B and C said

that, the main reasons are
because they are rich and due
to their famous or popularity.
 PARTICIPANT B said that, the
reasons are because of their
popularity and fame that makes us
feels to choosing their decisions. Yes
they influence, because we saw
them that makes us all inspired to
strive and work hard in life.
 PARTICIPANT C said that, because they are
famous, rich and they have everything what their
viewers want. They also got charisma and appeals
that could attract a lot of audiences. Like I said
before, because of this it is easy for the SMIs to
influence their followers and audiences. But for me,
some of them can influence and some of them are
not. For me, it take a time to gain attentions, there
are a lot of period of time to gain that if power is
they primary concern and they fans as well.
REASONS WHY SMIs INFLUENCE PEOPLES
DECISION MAKING
 PARTICIPANT A states that, the main reasons why
SMIs influence people’s decision making it is because
they serves as a role model or great inspiration to his
or her audiences surrounding them. Besides, they
usually imitate the decisions of their favorite
influencers. For me, we should not trust them, because
nowadays there’s a lot of toxic in social media, so for
me we should not trust everyone or everybody. For
me, even if you are a small influencer you also have a
power to influence others because you will rise and
gain your followers and viewers soon.
 PARTICIPANT D said that, words of wisdom are
the main reasons why does SMIs influence his or
her audiences. Yes, I’m an idol and subscriber of
famous influencers and for me; they are trusted,
because based on my experiences as their fan
and subscriber. And for me, even you have a
small followers you also have a capacity to
influence others as well, because they will
become famous also not now, but soon.
 PARTICIPANT E said that, yes in all
aspects there are always both positive
and negative impacts. And for me,
some of the positive impacts of SMIs
are teaching us life advices and
lessons. And for me, Alex Gonzaga is
one of those examples.
SMIs POSITIVE AND
NEGATIVE CONSEQUENCES
OR IMPACTS IN DAILY LIVES
 Based on the answers of the participants,
some of the answers were similar and some
of them are different in either positive and
negative consequences or impacts of SMIs
in our daily lives.
SMIs POSITIVE AND NEGATIVE
CONSEQUENCES OR IMPACTS IN DAILY
LIVES
• Participants A, B, C, D and E states that, some of the
POSITIVE IMPACTS of SMIs to our daily lives

are giving life lessons, motivations, inspirations, makes us happy
and being our stress relievers.

LIVES
•Two participants, said that the positive
impacts of SMIs is giving inspirations and
motivations.
CONSEQUENCES OR IMPACTS IN DAILY LIVES
 PARTICIPANT A said that, some of the

positive impacts of SMIs to the youth
decision making is they show and share
something very inspirational and
motivational that he or she may encourage
his or her followers and viewers to think
and decide in a positive way and manner
they must be in.
 PARTICIPANT B said that, the positive

impacts are we can we use it us our
inspiration and motivation in our
daily lives. Besides, they also follow
and stalk them in their social media
accounts that lead us to inspire us on
what they are doing.
PARTICIPANT C said that, we became

happy and we get too see how it feels
like to do travel in this place and do
games we like have the best quality
before we buy it.
LIVES
•While, another 2 participants said that
the positive impacts of SMIs are giving
advicesand sharing lessons in life.

PARTICIPANT D said that, some of the

positive impacts of SMIs to us is they
teach us life lessons and giving us good
vibes and also inspired us to always
think positive and always don’t judge by
a person’s your own personality.
PARTICIPANT E said that, yes in all

aspects there are always both positive
and negative impacts. And for me, some
of the positive impacts of SMIs are
teaching us life advices and lessons.
And for me, Alex Gonzaga is one of
those examples.
LIVES
 In additions, the participants
give also their perspectives
regarding the
NEGATIVE IMPACTS of SMIs in
our daily lives.
 PARTICIPANT A states that, the negative
impacts of SMIs are posting something sensitive and
manipulating our own decisions that his viewer might
be adapt or influence his audiences in terms of the way
they think, and more on emotions that are contagious
especially when someone spread it on social media.
 PARTICIPANT B said that, easy to believe those
without further looking in their backgrounds are the
negative impacts of SMIs.
 PARTICIPANT C states that, looking them
as superior and trustworthy persons that
resulting in losing the sense of independence of
a person are the negative impacts of SMIs in our
daily lives. Nowadays, if you are famous you can
easily to manipulate others decisions and for you
it is right to agree in the decisions of your idol
because they are your idols. are the negative
impacts of SMIs in our daily lives.
PARTICIPANT D said that, the negative
impacts of SMIs to our lives are we cannot live
without watching their daily uploads and losing
our keeps and bonds from our family.
 PARTICIPANT E states that, SMIs negative
impacts in our daily lives are posting something
that was not undergo in proper way of looking
and thinking on its negative impacts.
SMIs INFLUENCING THE
PERSPECTIVE OF PEOPLE
 Based on the results, 4 out 5
participants were answered that social
media is the influencing factor that can
change the perspective of the people.
While, 1 participant were answered
that capacity to speak is the main
influencing one.
•Participants A, B, C, and E stated that,
overuse of social media and its power to deceive
people is the primary tool in influencing the
perspective of the people.

 PARTICIPANT A said that, because
most of the SMIs are persuading the
netizens in their own perspective
through posting something
influencing in their social media
platforms and applications.
SMIs INFLUENCING THE PERSPECTIVE OF
PEOPLE
 PARTICIPANT B said that, maybe, because by
the use of technology and social media, people
are more often think it is all right and fine
because it is trending resulting into the rise of
social media influencers. If I were to be asked if
you encourage yourself to watch their vlogs and
you see that they buy something trending and
you wants you may encourage to buy that also
because aside from being a follow or fan you
also wants that one specific things.
 PARTICIPANT C said that, SMIs and over
use of social media are the one who
influence the perspective of the peole
nowadays. Because I saw many people and
youth nowadays both GEN Z and millenials
adopting the influence they’ve gathered
from their favorite influencers.
 PARTICIPANT E said that, SOCIAL
MEDIA is deceiving; it can manipulate
everyone's mind. Once you research on
that particular topic, you have the guts to
tell them that this topic is legit or not legit.
I embrace the lessons I gathered from the
SMIs, but I said that it will be credible if it is
undergo in background checking of
information’s.
 PARTICIPANT D said that SMIs are
good speakers that one of the influencing
factors to influence the perspective of the
people. For me, they used inspiring words
or quotes that we adopt from them.
Because of those, we influence by them as
a follower and as a student. For me, they
are credible because they are tested and
proven.
SMIs AFFECT DECISION MAKING OF
PEOPLE IN DAILY LIFE
On the other hand, 2 out 5
participants were answered the same
thought regarding the SMIs affecting
decision making. While the 3 of them,
answered different interpretation and
perspective on how does SMIs affects
the decision making of the people.
• Participants B and D stated
that, SMIs affects the decision
making of people because of
their own word of wisdom or
flowery words.
PARTICIPANT B said that, it is because of the
words of wisdom which is the primary causes that
make them easily to believe and making them to
influence their decision making. We all based on
their influence even though some of their
decisions are not we really like we always do
because of their influence and deceiving power,
because for us their influence is powerful.
PARTICIPANT D said that, we always apply their
wordy or flowery words they are using in our
decisions. And due to this we always apply that in
our daily lives most especially in terms of decision
making. Yes for me, SMIs are trusted sources
because of my experiences also as a viewer,
follower and subscriber of them.
SMIs AFFECT DECISION MAKING
OF PEOPLE IN DAILY LIFE
PARTICIPANT A said that, said that,

social media and SMIs are the
reasons why they affect the decision
making of people.
PARTICIPANT C answered that, one of the causes of
affecting decision making of people in life, it is because of
continues growth of SMIs in our generation today with
just a phone and a youtube account can basically become
a SMIs. Seeing more and more SMI and knowing they get
money and fame from their views affects people that they
want to be just a SMI too. For me, my advice is don’t just
rely their decisions basically on what we are hearing and
seeing, we also explore ourselves in different fields and
areas of our decision making in life. Because, not all SMIs
are having the right control of our decisions in our lives.
 PARTICIPANT E said that, he cannot
answer the question it is because he is
dealing with his decision and not based on
the decisions of the said famous
influencers. In addition, he also stated that
he embraces the life lessons that he
gathered in the social media influencers
and teach that lessons to his currently
students.
DISCUSSION
 The researchers, gather their results
from the answers of their participants,
were it is the basis of their discussion.
The discussion, will gives focus on the
research questions of the study which
all referring in the impacts of social
media influencers in the decision
making of the youth nowadays.
In previous interview, the researchers found that
some of reasons why people rely their decisions to
their favorite SMIs it is because of they can motivates
persons mind to be optimistic, they serves as a
inspirations, they can give life lessons and experiences
and they are trusted and trustworthy people and
influencers. It affirms the study of Houser (2016) that
aside, from being trustworthy of social media
influencers, they also help to increasing connection,
information and positively influencing relationships. It
also affirms the study of (Khalid et. al, 2018) that SMIS
help them to driven their personal motivation to reach
their self-fulfillment.
Based on the interview conducted by the
researchers, some of the reasons why SMIs
influence peoples decision making are because they
serves as a role model, they are rich and popular,
because of their words of wisdom and because they
are credible and trusted sources. It affirms the
study of (Lim et. al, 2017) SMIs are being credible,
gives inspirations, trustworthy, and knowledgeable
due to their amiability with its consumer. It was
negates the study last 2016 by Twitter that shows
40% of respondents have made a purchase after
seeing it used by an influencer, because of their
fame and popularity.
This was negate the study of Gashi (2017)
where she discuss that Electronic Words of
Mouth (E-WOM) of SMIs are the proven
reason why most of the people especially the
followers suddenly purchasing and making
their own decisions. However, it is disaffirm
the statistic conducted of
MuseFind (2016) that 92 % of people and
consumers nowadays trust an influencer
more than advertisement or traditional
celebrity endorsement.
In the recent interview, the researchers
found out that some of the POSITIVE
IMPACTS OR CONSEQUENCES of SMIs in our
daily lives are they gives information, gives
motivation, gives inspirations, make us happy
and satisfied us as well. This affirms in the
study of (Khalid et. al, 2018) that one of the
good influence of SMIs in the youth is, it help
them to driven their personal motivation to
reach their self-fulfillment.
In addition, it also supported by Lucy Hart, a head
of influence and advocacy at MISCHIEF PR, she
explained that the reasons why consumers are drawn
to SMIs because consumers or followers feel as
though they are friends who gives inspiration and
motivation from these influencers. It was also
supported by (Laroche et. al, 2012) that the said
increasing connection, increase information sharing
and lessons, are positively influencing the relationship
of an influencer and its followers. It was also, negate
by (Hsu et. al, 2013) that it also gives an opportunity
to have a closer connection, life advices, inspiration,
and relationship to the influencers.
With the connection, the researchers found
out based on the previous interview that
some of the NEGATIVE IMPACTS OR
CONSEQUENCES OF SMIS in our daily lives are
they can posts something sensitive and
depressive through their social media
accounts, makes us believing them too much,
cannot forget to watch their videos, lose our
bonds and keeps in our family, and lack of
knowledge and awareness about they are
posting in their social media accounts and
applications.
It affirms the study of, (Booth and Matic,
2011) that social media influencers are now
an influential powerhouse of “somebodies”
who hold “immense growth and increasing
power in manipulating once decisions” It was
negate the statement of Njoroge (2013) that
influencers can be the authorities of the
internet because they can control, influence
both good and bad and can manipulate its
follower and audience’s decisions.
It also supported by (Boateng and Okoe, 2015) that
SMIs have been proven to have a great impact on
purchase decisions of consumers as they, due to
curiosity, easily embrace information other content
that come from reliable and unreliable sources.
It was disaffirm by (Livingstone et. al, 2005) that
influencers can be seen as a reason of diverse
influences and impact to individual. In addition, this
can result into developing anxieties about the
solitary nature of media that creates and affects the
loss of community’s traditions and values.
Based on the interview, they found out that
SMIs can influence the perspective of people
due to posting something in their social media
accounts, over use of social media, large
growth of SMIs nowadays and SMIs capacity
as a good speaker and influencer. This affirms
the report from Aimia, that shows that 31% of
consumers say they’re using social media to
browse for new items to buy.
Furthermore, it also affirms Forbes statistic that
shown that 78% of consumers’ purchases are
impacted by companies social media posts. It was
negates the statistics of Nielson Global Trust in
Advertising Survey, it shows that 92% of the
consumers worldwide trust electronic word-of-
mouth (E-WOM) of SMIs recommendations more
than any other advertising form. This agrees the
social learning theory of Bandura, that Electronic
Word of Mouth (eWOM) encourages consumers to
share their opinions with other consumers. Word of
mouth is known to be one of the most credible and
trusted sources of marketing.
In the recent interview, researchers found
out that social media, SMIs growth, and SMIs
words of wisdom or flowery words are the
reasons in affecting the decision of people in
their daily life. This was affirm by (Jaakonmäki
et al, 2017) that electronic word-of-mouth
(E-WOM), is the powerful tool that can
persuade consumers or followers to follow
specific influencers and buy a certain product
they are endorsing.
It was contradict the statement of
(Chukwuere et. al, 2017) that SMIs
influences the daily lives of people it is
because of the use of social media platforms
such as facebook, twitter, instagram, youtube
and other social networking sites. However,
it was also negate by Burke (2017) that social
media influencers (SMIs) use social media
networks to shape and influences his or her
audiences.
According to Hubspot Data, 71% of
people are more likely to make a
purchase online if the product or
service comes recommended by
others. This contradicts the statistics
by ION published on Forbes, that
around 71% of consumers are more
likely to make a purchase based on a
social media reference.
THANK YOU
AND GOD
BLESS!!!

Result and Discussion

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Result and Discussion

Uploaded by

Copyright:

Available Formats

THE IMPACTS AND INFLUENCE OF SOCIAL MEDIA

INFLUENCERS IN THE DECISION MAKING OF THE YOUTH:

Reasons Why SMIs Influence People’s Decision Making

SMIs Positive And Negative Consequences Or Impacts In Daily Lives

SMIs Influencing The Perspective Of People

SMIs Affect Decision Making Of People In Daily Life

• The PARTICIPANTS B AND C states that,

“INSPIRATIONS” serve us reasons why do

people rely their decisions to their favorite

social media influencers.

• Participants B and C said

POSITIVE IMPACTS of SMIs to our daily lives

and being our stress relievers.

•Two participants, said that the positive

impacts of SMIs is giving inspirations and

 PARTICIPANT A said that, some of the

 PARTICIPANT B said that, the positive

PARTICIPANT C said that, we became

•While, another 2 participants said that

the positive impacts of SMIs are giving

advicesand sharing lessons in life.

PARTICIPANT D said that, some of the

PARTICIPANT E said that, yes in all

•Participants A, B, C, and E stated that,

overuse of social media and its power to deceive

people is the primary tool in influencing the

perspective of the people.

PARTICIPANT A said that, said that,

You might also like