Balancing the Ideal While Keeping It Real: The Lived Experiences of Lasallian Content Creators Engaged in Lifestyle Marketing

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

Veronica Grace M. Cerda, De La Salle UniversityFollow
Alberto Edgar P. Medina V, De La Salle UniversityFollow
Lisa Marie C. Roessler, De La Salle UniversityFollow

Document Type

Business Presentation

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

Cadelina, Joseph S.

Abstract/Executive Summary

TikTok and Instagram have become global platforms where Generation Z influencers engage audiences through lifestyle content. Lasallian students influencers experience complexities when balancing their idealized online image, identity, moral responsibilities, and the psycho-emotional impacts of content creation while still following the values of De La Salle University-Manila. The study employed a descriptive qualitative design and conducted in-depth semi-structured interviews with eight Lasallian influencers, aged 18–27, who create content on TikTok and Instagram. Thematic analysis revealed 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. Influencers also experience psychological and emotional effects, such as eustress, boosting confidence and motivation, while distress leads to burnout and body image concerns. Despite these challenges, the influencers found their own coping strategies to maintain their well-being. Future researchers should explore the ethical implications for other universities in examining similar patterns associated with influencer marketing and digital authenticity.

Keywords

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