Consumer Skepticism vs. Engagement: The Dual Impact of Authentic and Sponsored TikTok Product Reviews

Document Types

Business Presentation

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

Entrepreneurship, Business Management, and the Organization (EBO)

School Name

De La Salle University Integrated School (Manila)

Track or Strand

Accountancy, Business, and Management (ABM)

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

Gerial, Ma. Theresa, C.

Start Date

23-6-2026 1:30 PM

End Date

23-6-2026 3:30 PM

Zoom Link/ Room Assignment

DLSU Manila Campus (In-person) - Don Enrique T. Yuchengco Hall - Y604

Abstract/Executive Summary

This study explores how Filipino consumers interpret authenticity and sponsorship in TikTok product reviews and how these shape skepticism, engagement, and purchasing behavior. It argues that Filipino consumers actively interpret reviews, with trust and engagement shaped by evaluations of authenticity, credibility, and transparency amid visible or concealed commercial intent. Using a qualitative exploratory design guided by the Elaboration Likelihood Model (ELM), three audio-recorded focus group discussions (FGDs) were conducted via Zoom with twelve Grade 12 Accountancy, Business, and Management students from De La Salle University Integrated School (Manila). Ethical protocols included informed and parental consent, voluntary participation, confidentiality, the right to withdraw, and secure data storage under the Data Privacy Act of 2012. Letter-based pseudonyms were used to distinguish participants while maintaining anonymity. A Google Forms survey established baseline TikTok use prior to the FGDs. Participants evaluated six TikTok product review videos using a seven-dimensional authenticity matrix, structuring judgments while allowing flexible interpretation. ELM findings show dual processing: central route evaluation focused on transparency, credibility, and completeness, while peripheral route judgments relied on tone, influencer appeal, popularity, and sponsorship cues. Thematic analysis identified six key themes related to authenticity, skepticism, credibility, social validation, narrative framing, and influencer influence, derived through systematic coding of participant responses. The study ultimately concludes that Filipino consumers act as active interpreters rather than passive audiences, constructing trust through layered evaluations of authenticity, credibility, and transparency. This highlights the need for greater transparency in content creation and stronger media literacy in navigating social commerce environments.

Keywords

TikTok; authentic product reviews; sponsored product reviews; skepticism; engagement

Business Presentation Type (for Business Presentation submissions only)

Business Research

Statement of Originality

yes

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Jun 23rd, 1:30 PM Jun 23rd, 3:30 PM

Consumer Skepticism vs. Engagement: The Dual Impact of Authentic and Sponsored TikTok Product Reviews

This study explores how Filipino consumers interpret authenticity and sponsorship in TikTok product reviews and how these shape skepticism, engagement, and purchasing behavior. It argues that Filipino consumers actively interpret reviews, with trust and engagement shaped by evaluations of authenticity, credibility, and transparency amid visible or concealed commercial intent. Using a qualitative exploratory design guided by the Elaboration Likelihood Model (ELM), three audio-recorded focus group discussions (FGDs) were conducted via Zoom with twelve Grade 12 Accountancy, Business, and Management students from De La Salle University Integrated School (Manila). Ethical protocols included informed and parental consent, voluntary participation, confidentiality, the right to withdraw, and secure data storage under the Data Privacy Act of 2012. Letter-based pseudonyms were used to distinguish participants while maintaining anonymity. A Google Forms survey established baseline TikTok use prior to the FGDs. Participants evaluated six TikTok product review videos using a seven-dimensional authenticity matrix, structuring judgments while allowing flexible interpretation. ELM findings show dual processing: central route evaluation focused on transparency, credibility, and completeness, while peripheral route judgments relied on tone, influencer appeal, popularity, and sponsorship cues. Thematic analysis identified six key themes related to authenticity, skepticism, credibility, social validation, narrative framing, and influencer influence, derived through systematic coding of participant responses. The study ultimately concludes that Filipino consumers act as active interpreters rather than passive audiences, constructing trust through layered evaluations of authenticity, credibility, and transparency. This highlights the need for greater transparency in content creation and stronger media literacy in navigating social commerce environments.

https://animorepository.dlsu.edu.ph/conf_shsrescon/2026/BoA_Business_BR/1