Nood Niyo, Kita Nila: Assessing Levels of Awareness, Attitude, and Perceived Economic Value on Online Content Creation as a Livelihood Among Grade 12 Students

Document Types

Paper Presentation

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

Socio-Economic and Political Landscape (SPL)

School Name

NU East Ortigas

Track or Strand

Humanities and Social Science (HUMSS)

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

Filler, June Ray, O.

Start Date

25-6-2026 10:30 AM

End Date

25-6-2026 12:00 PM

Zoom Link/ Room Assignment

Online - https://zoom.us/j/94569671692?pwd=Fj3c3ELOebE6QbqbJOOH9wMuildoEc.1 Meeting ID: 945 6967 1692 | Passcode: research

Abstract/Executive Summary

This study examines the socioeconomic aspects of online content creation to promote an understanding of economic push factors and minimize stigma in the professionalization of online content creation as a livelihood, focusing on awareness, attitudes, and perceived economic value. Using a descriptive research design and online survey questionnaires, the study employed random sampling among 251 students. The results obtained a consistent median score of 4.00 across three variables: awareness, attitudes, and perceived economic value. Using the Theory of Planned Behavior and Human Capital Theory, the study found that students demonstrate a high level of awareness of the economic and monetization functions of online content creation, displaying a positive regard for the legitimacy of online content creation as a livelihood. Ultimately, the results show that students acknowledge the economic contribution and value of online content creation, observed to have a highly significant economic influence across most indicators. However, students exhibit uncertainty about the viability of online content creation as a long-term livelihood due to its evident income instability. Moreover, there remains a limited number of studies discussing how students conceptualize online content creation as a livelihood. The study’s significance lies in promoting institutional and educational reform, introducing digital labor and online content creation to the youth within the concepts of career choices and awareness, extending beyond technicalities and production means, while maximizing the potential of digital tools and the intellectual labor of existing online content creators.

Keywords

creative economy; digital labor; online content creation; livelihood; socioeconomic aspects; Theory of Planned Behavior; Human Capital Theory

Statement of Originality

yes

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Jun 25th, 10:30 AM Jun 25th, 12:00 PM

Nood Niyo, Kita Nila: Assessing Levels of Awareness, Attitude, and Perceived Economic Value on Online Content Creation as a Livelihood Among Grade 12 Students

This study examines the socioeconomic aspects of online content creation to promote an understanding of economic push factors and minimize stigma in the professionalization of online content creation as a livelihood, focusing on awareness, attitudes, and perceived economic value. Using a descriptive research design and online survey questionnaires, the study employed random sampling among 251 students. The results obtained a consistent median score of 4.00 across three variables: awareness, attitudes, and perceived economic value. Using the Theory of Planned Behavior and Human Capital Theory, the study found that students demonstrate a high level of awareness of the economic and monetization functions of online content creation, displaying a positive regard for the legitimacy of online content creation as a livelihood. Ultimately, the results show that students acknowledge the economic contribution and value of online content creation, observed to have a highly significant economic influence across most indicators. However, students exhibit uncertainty about the viability of online content creation as a long-term livelihood due to its evident income instability. Moreover, there remains a limited number of studies discussing how students conceptualize online content creation as a livelihood. The study’s significance lies in promoting institutional and educational reform, introducing digital labor and online content creation to the youth within the concepts of career choices and awareness, extending beyond technicalities and production means, while maximizing the potential of digital tools and the intellectual labor of existing online content creators.

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