Finale of Imrad

COLUMBAN COLLEGE, INC.
#1 Mt. Apo St., New Asinan, Olongapo City, Philippines 2200
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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT
THE IMPACTS AND INFLUENCE OF SOCIAL MEDIA INFLUENCERS IN THE

DECISION MAKING OF THE YOUTH
XAINA ALFANE, MARK JASON COLO, RICA MAE ELAYDA, JOHN JOSHUA P. OLI, SARAH
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Columban College, Inc., Olongapo City, Philippines
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Abstract the said study, was composed of 4 students,

that composed of 3 girls and 1 boy student
This research focuses on the impacts
and influence of social media influencers on In addition, the researchers interview also a
the decision making of the youth. This study teacher who taught Empowerment
aims to know the main reasons why does Technologies in the strand of HUMSS and
people rely their decision making to their GAS.
favorite SMIs, and to understand the After, the said interview the
positive and negative impacts and researchers found out that SMIs gives a lot
consequences of SMIs to the youth decision of life lessons, motivation and advices that
making. could generate and apply to our lives. In
The researchers use the research addition, the researchers also found out that
design phenomenology which refers to the SMIs are both having a good and bad
life based experiences of the participants. In impacts and consequences in dealing with
addition, the researchers use the sampling the decision making of the youth. Overall,
technique purposive sampling wherein they the researchers came to the conclusion, that
choose their participants based on inclusion SMIs can influence and can control the
criteria of the said research. Furthermore, to decision making of the youth and influence
gathered and conducted an interview the them. Besides, it can also cause both
researchers asked a letter of approval to the positive and negative impacts towards their
Senior High School principal as well as to decisions.
our researcher adviser and coordinator.
After, the said approval the researchers INTRODUCTION
choose their participants and give them an
informed consent wherein signed by their Nowadays, social media is the
guardians and parents. The participants of primary tools of communication and
interaction that helps to develop relationship
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in one another. According to (Boyd et. al, browse for new items to buy. It shows in the
2008) social media is a websites which statistics by ION published on Forbes that
allow profile creation and visibility of around 71% of consumers are more likely to
relationship between users. Due to this, make a purchase based on a social media
relationship they develop an interaction that reference. As stated by (Audrezet et. al,
resulting in influencing one another that 2011) one of the primary reasons why does
leads into the rise of what we called social they trust influencers and change their
media influencers. Social media influencers perspective it is because they tend to
(SMIs) as stated by Burke (2017) is develop an impression of friendships also
independent third party endorsers who use referred as “parasocial interaction”.
social media networks to shape and According to Houser (2016) one of
influences his or her audiences. the reason why does people rely their
According to the statistic conducted decision in their favorite social media
by MuseFind (2016) it shows that 92% of influencers in their daily lives, it is because
consumers trust an influencer more than an he or she is in the reflective stage of
advertisement or traditional celebrity consumer socialization which means that his
endorsement. Furthermore, it also affirms knowledge of brands, pricing, and
Forbes statistic that shown that 78% of advertising are becoming more complex
consumers’ purchases are impacted by along with his desire to fit in and to fill his
companies social media posts. And it was identity with meaning. Aside from this,
supported in the statistics conducted by Gashi (2017) stated that electronic words of
Twitter last 2016, that shows that 40% of mouth (E-WOM) are proven a reason why
respondents have made a purchase after people especially the followers suddenly
seeing it used by an influencer, because of purchasing and making their own decisions.
their fame and popularity. According to the In addition, (E-WOM) of SMIs are
report from Aimia, it shows that 31% of considered more reliable in comparison to
consumers say they’re using social media to the information generated by companies
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themselves. Electronic word-of-mouth (E- Due to this, influencers play

WOM), is the powerful tool that can important roles in developing and
persuade consumers or followers to follow influencing their audience’s decision-
specific influencers and buy a certain making, resulting into having both positive
product they are endorsing (Jaakonmäki et and negative consequences. As stated by
al., 2017). This agrees the social learning (Lim et. al, 2017) some of the positive
theory of Bandura, that Electronic Word of impacts of SMIs are more credible,
Mouth (eWOM) encourages consumers to inspiration, trustworthy and knowledgeable
share their opinions with other consumers. due to their amiability with its consumers.
Word of mouth is known to be one of the This was asserted by Laroche et al. (1996)
most credible and trusted sources of that was highlighted that influencers can
marketing. alter consumer or followers preferences in
According to the Nielson Global different fields and inevitably create a sense
Trust in Advertising Survey, 92% of the of willingness-to-purchase. It also gives an
consumers worldwide trust electronic word- opportunity to have a closer connection, life
of-mouth (E-WOM) of SMIs advices, inspiration and relationship to one
recommendations more than any other specific influencer as stated by (Hsu et. al,
advertising form. In addition, it is also agree 2013). According to (Khalid et. al, 2018)
that E-WOM has a quicker access to social one of the good influence of SMIs in youth
media influencers in manipulating and is it help them to driven their personal
influencing the desired decision of their motivation to reach their self-fulfillment. As
followers. As stated by (Chukwuere et. al, purport by (Laroche et. al, 2012) said
2017) another reason why SMIs influences increasing connection, increase information
the daily lives of people it is because of the sharing and lessons, and positively
use of social media platforms such as influencing relationships are the positive
facebook, twitter, instagram, youtube and impacts of SMIs. Aside, from being
other social networking sites. trustworthy social media influencers help to
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increasing connection, information and In addition, this can result into developing
positively influencing relationships anxieties about the solitary nature of media
according to Houser (2016). It also stated in that creates and affects the loss of
the research of Fadhila (2018) that SMIs community’s traditions and values. This
helps followers to make them informed and affirms in the study of (Booth and Matic
deliberates purchasing decisions. This was 2011) that social media influencers are now
supported by Lucy Hart, head of influence an influential powerhouse of “somebodies”
and advocacy at Mischief PR, she explains who hold “immense growth and increasing
the reason consumers are drawn to SMIs, power in manipulating once decisions”
because consumers or followers feel as According to Vero (2017) 74% are
though they are friends who gives more likely to trust a specific brand if social
inspiration and motivation from these media influencers are talking about it on
influencers. It is affirmed by (Boateng and their social media platforms or channels.
Okoe, 2015) that SMIs have been proven to According to the conducted statistic, 94 %
have a great impact on purchase decisions of of Millennial and 96 % of Generation Z
consumers as they, due to curiosity, easily consumed contents from influencers at least
embrace information other content that once per week. In addition, Thai Millennial
come from reliable sources. Besides of its and Generation Z place a lot of trust in
positive consequences, some of the negative social media influencers, nearly as much as
consequences of social media influencers as their family and friends. According to
stated by Njoroge (2013) are that influencers Hubspot data, 71% of people are more likely
can be the authorities of the internet because to make a purchase online if the product or
they can control, influence and manipulate service comes recommended by others. Hall
its follower and audiences decisions. (2017) clearly stated that the advancement
According to (Livingstone et. al, 2005) of the internet helped social media
influencers can be seen as a reason of influencers intensify the connectivity
diverse influences and impact to individual. between consumers and empower them to
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make informed, deliberate and influence that E-WOM has a greater instrument to
their purchasing decisions. persuade the youth decisions. Furthermore,
In the Philippines, Serrano (2019) the over use of social media has a great
said that the more followers you have the mechanism to dictate ones person decision.
more you become influential in terms of While in Asian Situational Analysis, it is
perceiving and convincing your followers in clearly showed that SMIs has great impact
their decision-making. He added that as a between Generation Z and Millennial
social media influencer you must credible nowadays. In addition, it also discuss that
not just because you know what you are SMIs empowered the youth to informed.
talking about, but also you need to walk Lastly, in Local Situational Analysis, it
with your talk. Gosingtian (2016) states that discuss the aesthetics of being social media
being influencers needs a sense of aesthetics influencers and it also discuss that SMIs
so that you can persuade and interconnect need to learn to persuade the decisions of
with your followers and being a social their followers. Besides, it can be observe
media influencer you must listen and learn that it is very relevant issue and common
to deceive your followers purchasing problems in different analysis in Global,
decision. Asian and Local.
The researches in all areas reflect a Based on overall different
certain ideas about the influence of social researches, the researchers showed some of
media influencers (SMIs) in terms of studies don’t elaborate and clearly states
decision-making of youth nowadays. Based what are social media influencers (SMIs)
on the following researches it can observe are, and how it influence the youth in
the different and diverse impacts of SMIs in purchasing and making decisions. This
the youth decision making. In Global research, will address the gaps in knowledge
Situational Analysis, it’s elaborated the by searching the impacts of social media
positive and negative consequences and influencers in the decision making of the
impacts of SMIs to the youth. It also stated youth using qualitative approach.
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The main purpose of this research is significant impact on the behavior and the
to analyze and to discuss what are the purchase decisions of consumers. However,
consequences or impact of social media according to (Kembau et. al, 2014) within
influencers in the life of youth and how they the social media platforms some groups of
influence the decision making of them. people have been deemed to be more
This research, aims to find an answer influential than others, now pertaining as the
the following questions on (1) why most of social media influencers.
the people rely their decisions to their According to (Uzunoǧlu et. al,
favorite social media influencers SMIs?, (2) 2014), social media influencers (SIMs) are
What are the reasons why SMIs influence referred as a third-party individual with high
people in their decision- making?, (3) What social status and strong social influence.
are the positive and negative consequences Forbes (2016) claims that a social media
of social media influencers SMIs in our influencer (SMI) can shape the attitudes,
daily life? (4) How do social media opinions, actions as well as purchase
influencers SMIs influences the perspective decisions of its followers.
of the people? and (5) How does social The author also explains that this is
media influencers SMIs affects the decisions due to their influential power and their
made by people in daily life? ability to participate in conversations and
Framework of the Study interactions with their followers. Social
media influencers are also known to have
Social media is consists of several the ability to master the E-WoM, which has
online-based platforms that allow consumers been found to have a great impact on the
to search for, interact with and share purchase decisions of consumers (Freberg et
information about anything and everything al, 2010).
as stated by (Alves, et. al, 2016). Based on There are four supporting and
the research, the large amounts of content existing theories that can help in defining
that is shared on social media have had a the influence of social media and influencers
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in terms of decision-making, communicating The second theory is the two-step

and interacting with different social media flows theory proposed by (Lazarsfeld et. al,
platforms. It also discussed how powerful 1944). This theory, suggests that the flow of
social media is it, in influencing media, information and influence from the mass
audiences and people whom using it. media to their audiences involves two steps,
The first theory was the social the first one is from the media (opinion
influence theory proposed by Herbert C. leaders) to certain individuals and from that
Kelman in 1958. In this theory, Kelman individual to the public.
elaborated that it is defined it into three: The Another theory proposed by
first one is the compliance, this occur when Marshall McLuhan in 1964 is the media
an individual accept influence because he ecology theory, which refers into how media
hopes to achieve favorable reaction from of communication affects human perception,
other persons or group. In other words, understanding, feeling, value, and decision-
compliance encourages the consumer to making.
create a short-term favorable impression on Last but not the least, is the framing
the provider or influencers (Jones, 1965). theory positing by Gregory Bateson in 1972,
The second one is the identification, this can it explain that framing as a theory of mass
be occur when an individual accept communication, suggests that how
influence because he wants to establish or something is presented to the audience
maintain a satisfying self-defining (called “the frame”) influences the choices,
relationship to another person or group. decisions and perception of the people that
And the last one is the internalization, it is makes about how to process that
occurs when an individual accepts influence information.
because the content of the included
behavior, ideas and action, on which it
composed.
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ELECTRONIC
WORDS OF
MOUTH (E-WOM)
COMPLIANCE
IDENTIFICATION
SOCIAL INFLUENCE
INTERNALIZATION
MEDIA
THEORIES
SOCIAL
MEDIA SOCIAL
FRAMING
INFLUENCERS INFLUENCE
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(SMIS) THEORY
THEORY
8
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Herbert C.
Bateson
Kelman
(1972)
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consequences that influencing them. This

MEDIA
TWO-STEP research specifies, to answer the following
ECOLOGY
questions:
FLOWS THEORY
1. Why most of the people rely their
THEORY
Marshall decisions to their favorite social media
(Lazarsfeld McLuhan influencers SMIs?
et. al, 1944) 2. What are the reasons why SMIs influence
(1964)
people in their decision- making?
3. What are the positive and negative
consequences or impacts of social media
Figure 2: Theoretical
influencers SMIs in our daily life?
Framework of the study. 4. How do social media influencers SMIs
influences the perspective of the people?
5. How does social media influencers SMIs
affects the decisions made by people in daily
life?
Research Questions/Objective of the Study Research Objectives

Research Questions
The main focus of this research is to The main objectives of this research are: FRAMING
find out how does social media influencers THEORY
(SMIs) influences the decision-making of 1. To discover what is the main reasons
the youth and what are positive and negative why does the social mediaGregory
Bateson (1972)
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influencers can influence the philosophical and theoretical viewpoint on

decision making of the youth. how do we know what we know. In
2. To understand the impacts of SMIs addition it is a methodological space within
to the youth decision making. the social science research to study human
3. To discover and to know what are phenomena at a deeper level of conscious to
the both positive and negative understand lived experiences just like
impacts and consequences of SMIs research data collection, interviews,
in the youth’s decision making. discussions, participant observations and
action research. Phenomenology is a way of
thinking about what life experiences are like
METHODOLOGY for people as stated by (Powers & Knapp,
1995) and is primarily concerned with
A. Research Design interpreting the meaning of these
experiences. Phenomenological research
The research design and methodology of
“explores the humanness of a being in the
this research is phenomenology. According
world” (Bergum et. al, 1991). In addition, as
to (Crotty, 1998) phenomenology research
stated by (Van Manen, 1984).
is a descriptive research focuses on seeking
Phenomenological research is an
realities not pursuing truth, it is in the form
introspective human science, the intent of
of manifestation of phenomena as it is in the
which is to interpret and to understand as
form of life world made of interconnected,
opposed to observing, measuring,
lived experiences subjectively. As stated by
explaining, and predicting.
(Bozzi et. al, 1990) phenomenology is a way
of thinking about knowledge in a
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B. Participants The researchers asked approval to the

The participants of the study are Senior High School principal Dr. Segundo
composed of 3 female students and 1 male C. Redondo Jr. and to Ms. Geraldine S.
student and 1 teacher who were selected Paler HUMSS Coordinator and research
using purposive sampling. They were adviser through presenting and signing the
chosen according to the criteria (1) they are letter of approval in conducting an interview
usually exposed and actively users of social to the various students from Grade 12
media applications such as youtube, HUMSS and other participants including the
facebook, twitter and instagram which teachers.
commonly social media influencers are In connection with the said interviews,
exist. (2) they are usually open and exposed the researchers choose their participants then
in watching different blogs that being discuss the informed consent and give it to
uploaded by their favorite idols in their them that will sign by their guardian and
social media applications. (3) They are parents as an approval of the said interview.
students and teacher of Humanities and Participants were assured that the
Social Sciences (HUMSS) of Columban confidentiality, truthfulness and objectivity
College Inc. (4) they are all youth (5) they of the data were considered.
have a strong presence of social The said interview was conducted after
characteristic and personality that same with the participants returned the informed
their idolize influencers. consent that completely signed and
approved by their guardians and parents.
C. Data Gathering Procedure The interview was conducted in just 1 day
on the said 5 participants of the research.
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In addition, the participants were asked help but mostly there are not”. “Besides,
on their views regarding their experience as they are not a good role model to me”. “In
neither a follower nor viewers of social their contents, yes, we can get both positive
media influencers. The said, interview was and negative impacts”.
successfully conducted accordingly to the
researcher’s expectations and knowledge. Participant D said that, “life
experiences and their lessons we got from
our favorite influencers are the reasons
RESULTS AND DISCUSSION why do they always rely their decision
RESULTS
making to them”. “Yes, because we always
On the said interview, the participants
makes happy of our favorite influencers”.
were asked the exact same specific and follow
up questions, on which 2 out 5 participants “Some of their videos involved organizers,
were answered same thought and house renovation, make-up routine,
perspectives regarding the relying of people’s dancing, cooking and mukbang”. “One of
decisions to their favorite SMIs. my favorite SMI is Michelle Fox, because I
Relying people’s decisions to favorite always see on her daily vlogs that she
SMIs seems suffered from different problems,
but she can handle and cope with it”.” As
Participant A said that, “most of the of now, I currently busy in my studies,
people rely their decisions to their favorite that why I don’t have enough time to
influencers, it is because, it motivates the watch their vlogs and videos but yes I
person’s mind to be optimistic, besides followed them to their other social media
idolizing is also considered”. “To be honest, accounts”. “Also for me, because of SMIs
I’m not a fan of SMIs, but for me the can they can directly straight forward the bad
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and good effects of decision making in our The participants B and C states that,
lives”. “inspirations” serve us reasons why do
Participant E said that, “SMIs are people rely their decisions to their
trusted and trustworthy, but always favorite social media influencers.
background checks it before you spread
and because of that of that people tend to Participants B said that,
rely their decisions to them”. “They can be “inspirations are the causes of relying of
a role model as long as their topics are full the people in the SMIs, because they are
of knowledge and sense and not just a inspired they do what their idols do”.
piece of trash”. “For me, they see “Yes, I’m a fan because I can see my vibes
something similar to them that are why and wants from them”. “Yes, of course
they tend to develop and stick towards there are both positive and negative
each other”. “My one favorite influencer is impacts”. “But SMIs content I watched has
NAS Daily, because besides he is a good a good content and videos”. “Besides, for
influencer and has a good content, he’s me not all SMIs have the power or tool to
videos also relates and connected to my influence others, but we should be aware
subject Empowerment Technologies”. that their influence both good and bad
“Also Alex Gonzaga, I also love her videos should not always apply or adapt into our
content, and of course I followed them to lives”.
their different social media accounts, but Participant C said that, “we rely on
I’m not totally engaged in their life, since I them because we see them as our role model
have my own priorities”. and inspirations”. “I’m a fan and subscriber
of PewDiePie, which I love his things,
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contents especially in gaming”. “Yes, he is a decision making it is because they serves as

proved that SMIs are good influencer, aside a role model or great inspiration to his or
from he is giving inspirations, and he her audiences surrounding them”. “Besides,
always posted something trusted and they usually imitate the decisions of their
reliable”. “Besides, he also takes caution favorite influencers”. “For me, we should
towards his actions and words because of his not trust them, because nowadays there’s a
viewers and followers are child and young lot of toxic in social media, so for me we
persons”. “I believe that he will not post a should not trust everyone or everybody”.
video that is not trusted and reliable”. “It is “For me, even if you are a small influencer
only 1 hour I consumed my time on you also have a power to influence others
watching his vlogs and videos”. because you will rise and gain your
followers and viewers soon”.
Reasons why SMIs influence people’s
decision making Participant D said that, “words of
wisdom are the main reasons why does SMIs
Likewise, the participants were influence his or her audiences”. “Yes, I’m
asked the same follow up and specific an idol and subscriber of famous influencers
questions were in 2 out of 5 participants and for me; they are trusted, because based
were answered the same thoughts regarding on my experiences as their fan and
the reasons why SMIs influence people in subscriber”. “And for me, even you have a
their decision making. small followers you also have a capacity to
influence others as well, because they will
Participant A states that, “the main become famous also not now, but soon”.
reasons why SMIs influence people’s
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Participant E elaborated that, “SMIs that makes us all inspired to strive and work
are credible and trusted sources that the hard in life”.
reasons why SMIs influence their decision
making”. “For me, yes they are trusted and Participant C said that, “because
credible sources, but always have a they are famous, rich and they have
background check first before you share and everything what their viewers want”. “They
spread it to others”. “Yes, they inspired me also got charisma and appeals that could
and give me a lots of life lessons”. “Yes, I attract a lot of audiences. Like I said before,
watched their vlogs and videos and I only because of this it is easy for the SMIs to
consume an hour in watching those and I influence their followers and audiences”.
choose videos that are related and concern to “But for me, some of them can influence
the people I’m teaching”. “Yes of course, and some of them are not”. “For me, it take
there is a perfect timing for them to gain a time to gain attentions, there are a lot of
attentions and make huge followers, because period of time to gain that if power is they
every person’s start in a single step primary concern and they fans as well”.
forward”. SMIs positive and negative consequences
Participants B and C said that, the main or impacts in daily lives
reasons are because they are rich and due
to their famous or popularity. Based on the answers of the
participants, some of the answers were
Participant B said that, “the reasons similar and some of them are different in
are because of their popularity and fame that either positive and negative consequences or
makes us feels to choosing their decisions”. impacts of SMIs in our daily lives.
“Yes they influence, because we saw them
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Participants A, B, C, D and E states Participant C said that, “we became

that, some of the POSITIVE IMPACTS of happy and we get too see how it feels like to
SMIs to our daily lives are giving life do travel in this place and do games we like
lessons, motivations, inspirations, makes have the best quality before we buy it”.
us happy and being our stress relievers.
While, another 2 participants said
Two participants, said that the that the positive impacts of SMIs are giving
positive impacts of SMIs is giving advices and sharing lessons in life.
inspirations and motivations.
Participant D said that, some of the
Participant A said that, some of the positive impacts of SMIs to us is “they teach
positive impacts of SMIs to the youth us life lessons and giving us good vibes and
decision making is “they show and share also inspired us to always think positive and
something very inspirational and always don’t judge by a person’s your own
motivational that he or she may encourage personality”.
his or her followers and viewers to think and
decide in a positive way and manner they Participant E said that, yes in all
must be in”. aspects there are always both positive and
negative impacts. “And for me, some of the
Participant B said that, the positive positive impacts of SMIs are teaching us life
impacts are we can we use it us “our advices and lessons”. “And for me, Alex
inspiration and motivation in our daily Gonzaga is one of those examples”.
lives”. “Besides, they also follow and stalk
them in their social media accounts that lead In additions, the participants give
us to inspire us on what they are doing”. also their perspectives regarding the
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NEGATIVE IMPACTS of SMIs in our your idol because they are your idols. are the
daily lives. negative impacts of SMIs in our daily lives”.
Participant A states that, the negative Participant D said that, “the negative
impacts of SMIs are “posting something impacts of SMIs to our lives are we cannot
sensitive and manipulating our own live without watching their daily uploads
decisions that his viewer might be adapt or and losing our keeps and bonds from our
influence his audiences in terms of the way family”.
they think, and more on emotions that are
contagious especially when someone spread Participant E states that, SMIs
it on social media”. negative impacts in our daily lives are
“posting something that was not undergo in
Participant B said that, “easy to proper way of looking and thinking on its
believe those without further looking in their negative impacts”.
backgrounds are the negative impacts of
SMIs”.
Participant C states that, “looking SMIs influencing the perspective of

them as superior and trustworthy persons people
that resulting in losing the sense of
independence of a person are the negative Based on the results, 4 out 5
impacts of SMIs in our daily lives”. participants were answered that social media
“Nowadays, if you are famous you can is the influencing factor that can change the
easily to manipulate others decisions and for perspective of the people. While, 1
you it is right to agree in the decisions of
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participant were answered that capacity to Participant C said that, “SMIs and
speak is the main influencing one. over use of social media are the one who
influence the perspective of the peole
Participants A, B, C, and E stated nowadays”. “Because I saw many people
that, overuse of social media and its power and youth nowadays both GEN Z and
to deceive people is the primary tool in millenials adopting the influence they’ve
influencing the perspective of the people. gathered from their favorite influencers”.
Participant A said that, “because Participant E said that, “SOCIAL
most of the SMIs are persuading the MEDIA is deceiving”; “it can manipulate
netizens in their own perspective through everyone's mind”. “Once you research on
posting something influencing in their social that particular topic, you have the guts to tell
media platforms and applications”. them that this topic is legit or not legit”. “I
Participant B said that, “maybe, embrace the lessons I gathered from the
because by the use of technology and social SMIs, but I said that it will be credible if it is
media, people are more often think it is all undergo in background checking of
right and fine because it is trending resulting information’s”.
into the rise of social media influencers”. “If Participant D said that, SMIs are
I were to be asked if you encourage yourself “good speakers that one of the influencing
to watch their vlogs and you see that they factors to influence the perspective of the
buy something trending and you wants you people”. “For me, they used inspiring words
may encourage to buy that also because or quotes that we adopt from them”.
aside from being a follow or fan you also “Because of those, we influence by them as
wants that one specific things”. a follower and as a student”. “For me, they
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are credible because they are tested and for Participant B said that, it is because
me, they used inspiring words or quotes that of the “words of wisdom which is the
we adopt from them”. “Because of those, we primary causes that make them easily to
influence by them as a follower and as a believe and making them to influence their
student”. “For me, they are credible because decision making”. “We all based on their
they are tested and proven”. influence even though some of their
decisions are not we really like we always
do because of their influence and deceiving
SMIs affect decision of people in daily life power, because for us their influence is
powerful”.
On the other hand, 2 out 5
Participant D said that, “we always
participants were answered the same thought
apply their wordy or flowery words they are
regarding the SMIs affecting decision
using in our decisions”. “And due to this we
making. While the 3 of them, answered
always apply that in our daily lives most
different interpretation and perspective on
especially in terms of decision making”.
how does SMIs affects the decision making
“Yes for me, SMIs are trusted sources
of the people.
because of my experiences also as a viewer,
Participants B and D stated that, follower and subscriber of them”.
SMIs affects the decision making of people
Participant A said that, “social
because of their own word of wisdom or
media and SMIs are the reasons why they
flowery words.
affect the decision making of people”.
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Participant C answered that, one of gathered in the social media influencers and
the causes of affecting decision making of teach that lessons to his currently students”.
people in life, “it is because of continues
growth of SMIs in our generation today with DISCUSSION
just a phone and a youtube account can
basically become a SMIs”. “Seeing more The researchers, gather their results
and more SMI and knowing they get money from the answers of their participants, were
and fame from their views affects people it is the basis of their discussion. The
that they want to be just a SMI too”. “For discussion, will gives focus on the research
me, my advice is don’t just rely their questions of the study which all referring in
decisions basically on what we are hearing the impacts of social media influencers in
and seeing, we also explore ourselves in the decision making of the youth nowadays.
different fields and areas of our decision
In previous interview, the
making in life”. “Because, not all SMIs are
researchers found that some of reasons why
having the right control of our decisions in
people rely their decisions to their favorite
our lives”.
SMIs it is because of they can motivates
Participant E said that, “he cannot persons mind to be optimistic, they serves as
answer the question it is because he is a inspirations, they can give life lessons and
dealing with his decision and not based on experiences and they are trusted and
the decisions of the said famous trustworthy people and influencers. It
influencers”. In addition, he also stated that affirms the study of Houser (2016) that
“he embraces the life lessons that he aside, from being trustworthy of social
media influencers, they also help to
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increasing connection, information and SMIs are the proven reason why most of the
positively influencing relationships. It also people especially the followers suddenly
affirms the study of (Khalid et. al, 2018) that purchasing and making their own decisions.
SMIS help them to driven their personal However, it was negate the statistic
motivation to reach their self-fulfillment. conducted of MuseFind (2016) that around
92 % of people and consumers nowadays
Based on the interview conducted by trust an influencer more than advertisement
the researchers, some of the reasons why or traditional celebrity endorsement.
SMIs influence peoples decision making are
because they serves as a role model, they are In the recent interview, the
rich and popular, because of their words of researchers found out that some of the
wisdom and because they are credible and POSITIVE IMPACTS OR CONSEQUENCES of
trusted sources. It affirms the study of (Lim SMIs in our daily lives are they gives
et. al, 2017) SMIs are being credible, gives information, gives motivation, gives
inspirations, trustworthy, and inspirations, make us happy and satisfied
knowledgeable due to their amiability with us as well. This affirms in the study of
its consumer. It also affirms the previous (Khalid et. al, 2018) that one of the good
statistics conducted by Twitter last 2016, it influence of SMIs in the youth is, it help
shows that 40% of respondents have made a them to driven their personal motivation
purchase after seeing it used by an to reach their self-fulfillment. In addition,
influencer, because of their fame and it also supported by Lucy Hart, a head of
popularity. This also affirms in the study of influence and advocacy at MISCHIEF PR,
Gashi (2017) where she discuss that she explained that the reasons why
Electronic Words of Mouth (E-WOM) of consumers are drawn to SMIs because
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consumers or followers feel as though lack of knowledge and awareness about

they are friends who gives inspiration and they are posting in their social media
motivation from these influencers. It was accounts and applications. It affirms the
also supported by (Laroche et. al, 2012) study of, (Booth and Matic, 2011) that
that the said increasing connection, social media influencers are now an
increase information sharing and lessons, influential powerhouse of “somebodies”
are positively influencing the relationship who hold “immense growth and
of an influencer and its followers. It was increasing power in manipulating once
also, supported by (Hsu et. al, 2013) that decisions” It was negate the statement of
it also gives an opportunity to have a Njoroge (2013) that influencers can be
closer connection, life advices, the authorities of the internet because
inspiration, and relationship to the they can control, influence both good and
influencers. bad and can manipulate its follower and
audience’s decisions. It also supported by
With the connection, the
(Boateng and Okoe, 2015) that SMIs have
researchers found out based on the
been proven to have a great impact on
previous interview that some of the
purchase decisions of consumers as they,
NEGATIVE IMPACTS OR CONSEQUENCES
due to curiosity, easily embrace
OF SMIS in our daily lives are they can
information other content that come from
posts something sensitive and depressive
reliable and unreliable sources. It was
through their social media accounts,
disaffirm by (Livingstone et. al, 2005) that
makes us believing them too much,
influencers can be seen as a reason of
cannot forget to watch their videos, lose
diverse influences and impact to
our bonds and keeps in our family, and
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individual. In addition, this can result into SMIs recommendations more than any
developing anxieties about the solitary other advertising form. This agrees the
nature of media that creates and affects social learning theory of Bandura, that
the loss of community’s traditions and Electronic Word of Mouth (eWOM)
values. encourages consumers to share their
opinions with other consumers. Word of
Based on the interview, they found
mouth is known to be one of the most
out that SMIs can influence the
credible and trusted sources of
perspective of people due to posting
marketing.
something in their social media accounts,
over use of social media, large growth of In the recent interview,
SMIs nowadays and SMIs capacity as a researchers found out that social media,
good speaker and influencer. This affirms SMIs growth, and SMIs words of wisdom
the report from Aimia, that shows that or flowery words are the reasons in
31% of consumers say they’re using affecting the decision of people in their
social media to browse for new items to daily life. This was affirm by (Jaakonmä ki
buy. Furthermore, it also affirms Forbes et al, 2017) that electronic word-of-
statistic that shown that 78% of mouth (E-WOM), is the powerful tool that
consumers’ purchases are impacted by can persuade consumers or followers to
companies social media posts. It was follow specific influencers and buy a
negates the statistics of Nielson Global certain product they are endorsing. It was
Trust in Advertising Survey, it shows that contradict the statement of (Chukwuere
92% of the consumers worldwide trust et. al, 2017) that SMIs influences the daily
electronic word-of-mouth (E-WOM) of lives of people it is because of the use of
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social media platforms such as facebook, CONCLUSIONS

twitter, instagram, youtube and other
social networking sites. However, it was The following are the conclusions
also negate by Burke (2017) that social drawn from the findings:
media influencers (SMIs) use social media
networks to shape and influences his or 1. Majority of the participants answered that
her audiences. According to Hubspot data, inspiration is the primary key why people
71% of people are more likely to make a especially the youth rely their decision
purchase online if the product or service making to their favorite SMIs.
Furthermore, motivation, learning life
comes recommended by others. This
experiences and gaining trust is serves as
contradicts the statistics by ION
reasons why people rely their decisions.
published on Forbes that around 71% of
2. Majority of the participants answered that
consumers are more likely to make a
the reasons why SMIs influence the
purchase based on a social media
peoples decision making it is because of
reference.
their fame , popularity, and rich. On the
other hand, some of the participants also
answered that they serves as an
inspiration, giving life advices, and the
power of their Electronic Words of Mouth
(E-WOM) are the primary reasons why
does SMIs influence the youth decision
making.
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3. Almost all of the participants answered

that the positive impacts of SMIs are
giving us life inspiration and motivation.
In addition, some of the participants added RECOMMENDATIONS
that makes us all happy serves also
positive impacts of SMIs. The recommendations were as follows:
4. Most of the participants answered that
influence the perspective of the people is 1. Inspired and educate others to make and
because of the huge growth of technology, strengthen their own decision making
social media and SMIs. In connection, one without relying it to their favorite
participant stated that they are good influencers.
speakers that why people and youth tend 2. Encourage them to make their own
to be influence their decision making. decision without relying or basing it to
5. Most of the participants, were answered others. In addition, the researchers
that Electronic Words of Mouth (E-WOM) encourage that applying the life advices
or flowery words are the key in affecting and lessons that are gathered from the
the decision making of the people SMIs could have great benefits to the life
especially the youth in their daily lives. and sake of handling a problem.
While, some of the participants answered 3. To know the positive and negative impacts
that social media, SMIs growth are the of SMIs to our lives. The researchers
reasons that can affect them in their encourage being careful enough in making
decision making, our own decisions and relying them to
others without further looking or searching
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to its good and bad consequences or media influencers need to go beyond self-
impacts. presentation," Post-Print hal-01914732,
4. To educate them in regulating the time HAL.Baker, Dayna Sara (2018) The
being used and consumed in watching Impact of Social Media Influencers as an
SMIs and using social media and Advertising Source in the Beauty Industry
technology. from an Irish Female Millennials’
5. To learn how SMIs affects the decision Perspective. Masters thesis, Dublin,
making of people. In regards, the National College of Ireland.
researchers encourage to learn how to be http://trap.ncirl.ie/id/eprint/3391
careful in dealing with our decisions
without relying them to others, most Blogger, G. (2017, May 30). Influencer
especially to the SMIs. Marketing: The Era of Social Media
Influencers – Are they really your friend?
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Burke, K. E. (2017) Social Butterflies- How Dalstam, M., Nordlöf, H., Holmgren, D.
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Fadhila, D. (2018). Authenticity and Gashi, L. (2017). Social media influencers -
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Glucksman, M. (2017) The Rise of Social Heikkinen, S. (2017, February 9). Social
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Influencer or not – The Philippine Business Moreno, M. A., & Koff, R. (2018, October
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Njoroge R. (2013), Impacts of Social Media
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Shih-Ming Pi, Hsiu-Li Liao, Su-Houn Liu Vero (2017) The Power of Influencer
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COLUMBAN COLLEGE, INC.

#1 Mt. Apo St., New Asinan, Olongapo City, Philippines 2200

Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782

SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

THE IMPACTS AND INFLUENCE OF SOCIAL MEDIA INFLUENCERS IN THE

Columban College, Inc., Olongapo City, Philippines

Abstract the said study, was composed of 4 students,

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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

THE IMPACTS AND INFLUENCE OF SOCIAL MEDIA INFLUENCERS IN THE

Columban College, Inc., Olongapo City, Philippines

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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

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Columban College, Inc., Olongapo City, Philippines

themselves. Electronic word-of-mouth (E- Due to this, influencers play

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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

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Columban College, Inc., Olongapo City, Philippines

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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

THE IMPACTS AND INFLUENCE OF SOCIAL MEDIA INFLUENCERS IN THE

Columban College, Inc., Olongapo City, Philippines

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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

THE IMPACTS AND INFLUENCE OF SOCIAL MEDIA INFLUENCERS IN THE

Columban College, Inc., Olongapo City, Philippines

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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

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Columban College, Inc., Olongapo City, Philippines

in terms of decision-making, communicating The second theory is the two-step

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consequences that influencing them. This

Research Questions/Objective of the Study Research Objectives

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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

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influencers can influence the philosophical and theoretical viewpoint on

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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

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B. Participants The researchers asked approval to the

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Columban College, Inc., Olongapo City, Philippines

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SENIOR HIGH SCHOOL, BASIC EDUCATION DEPARTMENT

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Celebrity Endorsement, pp. 1-25. Retrieved Marketing : Exploring influencer marketing