“Real or Ideal?”: The Lived Experiences of Lasallian Influencers in Lifestyle Marketing

Proponent/s Name/s (Last Name, First Name, Middle Initial)

Veronica Grace M. Cerda, De La Salle University, ManilaFollow
Alberto Edgar P. Medina V, De La Salle University, ManilaFollow
Lisa Maria C. Roessler, De La Salle University, ManilaFollow
Joseph S. Cadelina, De La Salle University, ManilaFollow

Document Types

Paper Presentation

School Name

De La Salle University - Manila

Track or Strand

Humanities and Social Science (HUMSS)

Research Advisor (Last Name, First Name, Middle Initial)

Cadelina, Joseph, S.

Start Date

25-6-2025 1:00 PM

End Date

25-6-2025 2:30 PM

Zoom Link/ Room Assignment

Meeting link: https://zoom.us/j/93557679081?pwd=m9SvbbrXAaTpCxHAqRUrgcOB9M005U.1 Meeting ID: 935 5767 9081 Passcode: 7thRCBPR1

Abstract/Executive Summary

TikTok and Instagram have become global platforms being used by influencers, particularly those from Generation Z, to engage audiences in lifestyle content. Among these are Lasallian students who experience the complexities of authenticity while still following the values of De La Salle University-Manila. This study explores how Lasallian influencers balance their idealized online image and their identity, moral responsibilities, and the psycho-emotional impacts of content creation. Using a qualitative descriptive approach, the study used two in-depth semi-structured interviews with eight Lasallian influencers aged 18-27 who create content on TikTok and Instagram. Thematic analysis was used to identify recurring and emerging patterns in their lived experiences, focusing on identity construction, authenticity, and audience expectations. The findings reveal that the Lasallian identity plays a significant role in shaping content. Authenticity and the real self manifest in different forms, such as genuine, forced, or perceived, while audience expectations shape the ideal self. Tension arises between these two as influencers experience pressure to maintain an idealized image while dealing with public scrutiny and stereotypes. Additionally, influencers experience psychological and emotional effects, such as eustress, which boosts confidence and motivation, while distress leads to burnout and body image concerns. While coping mechanisms were found to help in these challenges, they also constantly perform a balancing act of negotiating and renegotiating their positions within the digital landscape, audience demands, and institutional values. Future researchers should explore the ethical implications for other universities in examining similar patterns associated with influencer marketing and digital authenticity.

Keywords

social media influencers; authenticity; self-discrepancy; self-presentation; digital identity

Research Theme (for Paper Presentation and Poster Presentation submissions only)

Gender, Human Development, and the Individual (GHI)

Initial Consent for Publication

yes

Statement of Originality

yes