Upon inspecting factors such as the very nature of streaming platforms and its

correlation to the cultivation of purchasing intention, the results supported various

findings of prior studies about the same variables. Particularly, the current findings

coincide with the results from a study conducted by Yuksel (2016) claiming that the

interactions of other users or the number of views, likes, comments, and replies had a

positive effect on a consumer’s perception of the credibility of information. The results

obtained regarding the relationship of the nature of streaming platforms and purchase

intention showed a coefficient of 0.794343688 in heterogeneous markets which

indicates the strong relationship between the variables as seen in Figure 4.7. This

degree of correlation is strong enough to associate it with a significant relationship

which may be generalized to the entire population. The current results coincide with

other studies since statistics and features that streaming platforms possess are directly

correlated with reliance and increased perception of credibility among student

consumers. This implies that the better the features and characteristics of video

streaming platform, the higher the intention of purchase towards cosmetic products.

Channels with better titles and concepts, higher popularity, interesting content, and

positive referrals have stronger influence on the purchasing behavior of students. The

practical interpretation of this data assumes that unisex cosmetic products may sell

better if these commodities are advertised in videos with catching titles and thumbnails

as well as channels with better user interactions through likes, views, and comments.

Marketers and advertisers should consider using this type of marketing strategy wherein

features of video streaming platforms and channels are also assessed and considered

because of its high significant relation to the purchasing intention of the customers. The
practical application of such results reflect in the idea that hiring a better video

streaming platform would enable brands to garner more customers and higher sales.

However, the intention of customers to purchase a product with regards to video

streaming platforms differs in each gender. It is shown that in spite of a significant

difference, males tend to exhibit a moderate improvement in purchasing behavior upon

encountering makeup vlogs from platforms and channels with desirable features. The

coefficient of 0.488554739 indicates a moderate degree of correlation between the

aforementioned variables as seen in Figure 4.8,. This implies that products intended for

males that are advertised in vlogs with emphasis on features of a channel will have a

significant average influence on purchasing behavior.

With females, the results shows a stronger degree of relationship as seen in

Figure 4.9. This marketing scheme is more effective to females as shown in the

coefficient of 0.781876725 which indicates a strong degree of correlation. This indicates

that females are more likely influenced by the characteristics and features of the video

streaming platform and is more likely to purchase the advertised product.