The influence of social media on impulse buying of young adults in local streetwear brands in the Philippines through deceptive self-presentation

Date of Publication

10-2024

Document Type

Master's Thesis

Degree Name

Master of Science in Entrepreneurship

Subject Categories

Entrepreneurial and Small Business Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Honor/Award

N/A

Thesis Advisor

Dr. Ruth Cruz

Defense Panel Chair

Dr. Cristiana Lim

Defense Panel Member

Mr. Raymond Paderna

Ms. Maritoni Matibag

Abstract (English)

Nowadays, social media is one of the most important tools for businesses and entrepreneurs. Social media has provided businesses, designers, and streetwear enthusiasts with a global stage to present their innovative ideas. It played a crucial role in shaping the foundation of streetwear and has become the primary force behind its growth and development. These platforms have allowed streetwear to transcend geographic boundaries through visually striking photographs, videos, and stories. Moreover, this study aims to bridge this gap by investigating various facets of social media namely social media platforms, influencer marketing, fear of missing out, social proof, and deceptive self-presentation as a mediating variable and their influence on impulse buying behavior among Filipino consumers of local streetwear brands. This study utilized a quantitative approach, wherein the data was collected through an online survey questionnaire using systematic sampling within the National Capital Region (NCR), garnering 400 respondents. Through the methods of simple linear regression, Multiple Linear Regression, Correlational Analysis, and mediation regression analysis. In addition, the results indicate that all the instruments and measures used for social media platforms, influencer marketing, fear of missing out, social proof, deceptive self-presentation, and impulse buying are acceptable. Lastly, recommendations were provided to improve the results of the study.

Abstract Format

html

Abstract (Filipino)

None

Abstract Format

html

Language

English

Format

Electronic

Keywords

Impulse buying

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