Date of Publication

6-6-2022

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

Marketing | Other Business

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Advisor

Manuel R. Tanpoco

Defense Panel Chair

Cristina Teresa Lim
Roderick Pangindian

Defense Panel Member

Rivka Nagtalon
Von Kirby German

Abstract/Summary

BLK Cosmetics Philippines is a cosmetics company that provides affordable high-quality products to the Philippine market. BLK has integrated influencer marketing to better connect with its customers. Influencer Marketing is a widely used strategy where social media influencers are in agreement with businesses to create awareness about their brand.

This study determined the relationship between the three aspects of influencers: Source Characteristics (Attractiveness & Popularity), Psychological-Related Influential Factors (Self-Congruency & product Match-up), and Content Attributes (Quality & Uniqueness) with BLK’s Customer Purchase Intention. This is the first research attempt to relate all six of these variables to Customer Purchase Intention. The study utilized a causal research design to achieve the objectives of the study. Through random sampling, the study’s sample size of 387 was garnered from the Instagram followers of BLK. An online questionnaire distributed via Instagram consisted of statements regarding the variables wherein the respondents expressed their agreement or disagreement using a seven-point Likert scale. Using Multiple Linear Regression, the study’s results revealed that Attractiveness, Uniqueness, and Self-Congruency were the only variables that proved to be significant. With Attractiveness having the highest effect on Customer Purchase Intention, followed by Uniqueness then Self-Congruency.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Consumer behavior—Philippines; Consumers—Attitudes

Upload Full Text

wf_yes

Embargo Period

6-23-2022

Download

Share

COinS