CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related literature and studies after the thorough and in-depth

inquiry done by the researchers. This will also present a synthesis of the different backgrounds of

Social Media Influencers, different theoretical and conceptual frameworks to fully understand

the research to be done, and defining terms for better comprehension of the study.

RELATED LITERATURE

BEAUTY VLOGGERS

According to Valerie Gannon and Andrea Prothero in the article entitled “Beauty Blogger

and Youtubers as a community of practice”, it says that much consumption-related activity online is

outside of what is understood traditionally as a community and is via* user-generated content

(UGC), of which blogs and YouTube channels, in particular, dominate in the beauty sphere.

With this, the said statements above are functions related to the present study because

beauty bloggers and Youtubers dominated Social Media sites, particularly YouTube.

According to Kristen Forbes in the journal entitled “Examining the Beauty Industry’s Use

of Social Influencers,” it says that the use of social media influencers for branding has locked

specific insight regarding the beauty industry.

With this, the said statement above is somehow related to the present study because some

beauty bloggers focused on promoting but lacking in social learning.

LIFESTYLE VLOGGER

According to Chin-Lung Hsu and Judy Chuan-Chuan Lin, in the article entitled “The

Roles of Technology Acceptance, Social Influence, and Knowledge Sharing Motivation”, it says

that based on the theory of reasoned action, human beings developed a model of involving

technological acceptance, knowledge sharing, and social influences. A survey of 212 blog

participants found strong support for this newly found model. The results indicated that ease of use

and enjoyment, and knowledge sharing (Altruism and Reputation) were positively related to

attitude toward blogging, and accounted for 78% on the variance technology’ and social aspect.

With this, the said statement above is somehow connected to the present study because

through social media, people shared their daily lives and activity that inspires other audiences.

According to David F. Foubey, Wei- Cheng Kuo, Alexie A. Eros, and Jitendra Malik in

the book entitled “From Lifestyle Vlogs as The Source of Surprisingly Large and Diverse

Interaction Data.”, it said that lifestyle is a major stumbling block to progress in understanding

basic human interactions, such as getting out of bed or opening a refrigerator, due to a lack of good

training data. They started with a large collection of interaction-rich video data and then annotated

and analyzed it. They also used Internet Lifestyle Vlogs as sources for surprisingly large and

diverse interaction data. They showed that by collecting data first, we are able to achieve a far

greater scale and diversity in terms of actions and actors.

Their data exposed biases built into explicitly gathered data. They make sense of our data

by analyzing the central component of interaction hands.

 With this, the said statement above is somehow related to the present study because

lifestyle vlogging is the interaction of both vloggers and people that are able to relate and motivate

them.

SPORTS

According to Marcel Martoncik in the study entitled “e-Sports: Playing just for fun or

playing to satisfy life goals?”, it was defined that e-Sports is an area of the game scene, in which

computer game players specialize in a specific game, form game teams (clans), compete together in

tournaments and meet at so-called LAN (Local Area Network) parties. A questionnaire assessing

life goals and basic personality traits were administered to 108 e-Sports players and 54 casual

computer game players. Therefore, the group of e-Sports players only clan leaders significantly

differed in life goal power from those who were not members of any clan. Significant differences

were also found between e-Sports players and casual players in terms of life goals affiliation and

diversion. They concluded that e-Sports seem to not only be about playing computer games but can

also serve as a means of satisfying the needs to belong. They do this by creating friendly

relationships through membership in in-game teams and participation in LAN parties or satisfying

the need for power by upholding a position of a game team leader and determining its course of

action.

With this, the said statement above is somehow related to the present study because it shows that e-

Sports has a positive effect on the users because it satisfies their need to belong and build

friendships.
 In another study by Nader Chmait, Hans Westerbeek, Rochelle Eime, Sam Robertson,

Carmine Selitto, and Marchar Reid entitled “Tennis influencers: The Player Effect on Social

Media Engagement and Demand for Tournament Attendance”, it mentioned that understanding

the interest of sports fans in professional tennis scene has valuable operational and marketing

implications for tournament organizers, marketers, player sponsors, and the media. In sports,

professional tennis in particular, the player effect on social media user engagement is still

elusive. They used data from the 2019 Australian Open grand slam period, the authors examine

Adler’s (1985) theoretical construct in the context of sports and social media. They used social

listening tools to probe more than 2 million posts and comments mentioning elite male and

female tennis players on four major social media channels: Twitter, Facebook, Instagram, and

YouTube, over the grand slam period. It is shown that the effect of professional tennis players on

social media user engagement extends beyond their talent. The connection between social media

research and sports economics is considered by examining the relationship between a player’s

effects on social media engagement and her/his differential influence on demand for tickets at the

Australian Tennis Open.

With this, the said statement above is somehow related to the present studies because it

shows that the influence of professional tennis players on social media extends beyond their

talent.
ATTITUDE

According to Stefano Pace, Bernardo Balboni, and Giacamo Gristi in the journal entitled

“The Effects of Social Media Brand Attitude and Won during a Brand Crisis”, it said that social

media audience and traditional mass media audience react differently to a brand crisis in terms of

the attitude towards the brand and word of mouth (WOM). As for the brand attitude, they argue that

stakeholders mainly exposed to the brand crisis via social media have a more negative reaction

towards the brand compared to those who are principally exposed via traditional media. As to the

behavior, they posited that social media exposure intensifies WOM. Barilla faces a global boycott,

offended brand users and embarrassed employees following anti-gay remarks made by company

Chairman Guido Barilla during an Italian radio interview. Barilla also expressed during the

interview a firm disapproval of same-sex couples adopting children. By analyzing the Barilla crisis,

the findings suggest that the social media act as ‘multipliers’ of the reaction of stakeholders to a

brand crisis.

With this, the said statement above is somehow related to the present study because it

shows how the reaction of people differ in terms of their behavior and their attitude whenever a

brand experiences a brand crisis.

According to Xin Jean Lim, Aifa Rozaini bt Mohd Radzol, Jun-Hwa Cheah (Jacky), and

Mun Wai Wong in the journal entitled “The Impact of Social Media Influencers on Purchase

Intention and the Mediation Effect of Customer Attitude.” Social media influencers are first

explored in the advertising field, particularly to create a buzz in the younger markets and further

expand social media coverage in businesses. This study is designed to investigate the effectiveness
of social media influencers, focusing on source credibility, source attractiveness, product match-up,

and meaning transfer. Data collection was designed using the purposive sampling method and the

dataset of 200 respondents was then analyzed using the PLS-SEM technique. All hypotheses are

found to be supported except for source credibility. The mediating effects of consumer attitude are

also determined.

With this, the said statement above is somehow related to the present study because the

study investigates the effectiveness of social media influencers especially to the consumer’s

attitude.

In a journal entitled “Influence of Social Media Marketing communication on young

consumers’ attitudes” published by Rodney Graeme Duffett, it was revealed that teenagers who

used social media for long time periods, update their profiles frequently, and were from the black

population groups, displayed the most favorable attitudinal responses to social media marketing

communication. He ascertained that social media marketing communications had a positive effect

on each attitude component among adolescents, but on a declining scale, which correlated to the

purchase funnel. The results also revealed that teenagers who used social media for long time

periods, updated their profiles frequently, and were from the colored and black population groups,

displayed the most favorable attitudinal responses to social media marketing communications.

With this, the said statement above is somehow related to the present study because it is

noticeable nowadays that there is a strong interaction between teenagers and social media platforms

which affects their behavioral attitude.

ETIQUETTE
 According to Jean Kelso Sandlin in the study entitled “Explaining Ethics: Using the

Explainer Genre to Integrate Ethics into Advertising Curricula”, it says that adding more content to

existing courses is challenging, as advertising educators are already pressed to incorporate new

content related to emerging digital technologies. The Ethical Explainer Project, structured using the

explainer genre and experiential learning theory, was designed to integrate ethics in undergraduate

advertising courses. The project meets student learning outcomes related to competencies that are

relevant to advertising research readiness, collaboration, and creating persuasive messages using

digital technologies while simultaneously fostering students' ethical cognizance.

With this, the said statement above is somehow connected to the present study because

even though it is allowed not to use proper ethics when it comes to advertising, there are people

who use proper ethics to show professionalism.

DISPOSITION

According to Femke Guesens Ph.D., Jolien Vanggel Ph.D., Leentjie Vervoort Ph.D., and

Kathleen Buellens Ph.D. in the journal entitled “Disposition-Content Congruency in

Adolescents’ Alcohol-Related Social Media (Self-) Effects: The Role of the Five-Factor Model”,

accumulated evidence indicated that social networking sites play an increasingly important role

in young people’s drinking behavior. The present study adds to this research by assessing the

conditionality of the relationships between exposure to and self-sharing of alcohol-related

content on social media and adolescents’ drinking behavior. Specifically, the moderating role of

the five-factor model of personality is determined. A cross-sectional survey study was conducted

among 866 mid-adolescents (Msub Sample = 14.85 years, SD = 0.71, 57.5% girls). Polynomial
 regression analysis with response surface modeling was used to test the interactions. The result

showed that exposure, but not self-sharing, was directly associated with more alcohol

consumption. However, it appeared that the act of sharing was more important than the

frequency of sharing. Next, the relationship between exposure and consumption was not found to

be moderated by personality. In contrast, there were significant linear and nonlinear interactions

between self-sharing and all five personality traits. Individuals who were predisposed to engage

in more alcohol consumption experience a stronger association between self-sharing and their

drinking behavior.

With this the said statement above is somehow connected to the present study because it

showed that exposure to alcohol related content on social media plays a role in adolescents’

drinking behavior, but this role is partially dependent on temperamental predispositions.

RELATED STUDIES

BEAUTY VLOGGER

According to Michele White, in the study entitled “Beauty as an ‘Act of Political

Welfare’: feminist wake up tutorials and masquerades”, it says that feminist makeup tutorial

producers use cosmetics instructions as a means of interrogating gender norms and counter-acting

depression. Their YouTube tutorials, reconfigured makeup names, and sly instructions indicate how

feminism and beauty can be collaboratively deployed as a critical language. The producers thereby

refute some feminist’s assertions that make up is inherently part of an objectifying system that

normalizes women.
 With this the said statement above is somehow connected to the present study because it

speaks of how beauty vloggers function and how their content helped their audiences to reduce their

stress, problems and cope up with their lives.

In a study entitled "The Influence of Beauty Vlog on Perceived Source Credibility and

Purchase Intention" by Yaumul Rahmi, Laras Sekarasih, and Bertina Sjabadhyni, it said that an

experiment was conducted by exposing participants (n = 98) to a beauty vlog clip and traditional

advertising as a source of information on YouTube platform. The results of the said study showed

that the source of information had no effect on purchasing intention or consumer perception on the

credibility and expertise of information sources. However, an interaction between information

source and previous experience in using the product in influencing consumers' purchase intention

was found. Further probing suggests that consumers who saw the online advertising if they had

previous experience with the product.

With this, the said statement above is somehow connected to the present study because it

shows that consumers’ previous experience in using the product on the relationship moderated the

relationship between exposure to beauty vlog and consumers’ purchase intentions: vlog and

consumers’ purchase increasing purchase intention for individuals who have previous or existing

experiences with the product.

LIFESTYLE VLOGGER

According to Sarah McRae in the article entitled “Get off my Internet: How Anti-Fans

Deconstruct Lifestyle Bloggers' Authentically Work”, it says that this paper examines the nature of

authenticity labor in personal lifestyle blogging through a case study of travel bloggers.

Specifically, it looks at how participants in the blogging anti-fan community Get Off My Internets

(GOMI) identify and deconstruct lifestyle bloggers’ efforts to perform an authentic persona. As a

result, it becomes apparent that critical publics identify inauthenticity in moments where the

creation or performance of authenticity is most apparent, indicating that while micro-celebrities rely

on authenticity labor for their popularity, this very labor can detract from a persona’s perceived

authenticity when it becomes obvious to the public.

With this, the said statements above are the functions related to the present study because

it tackles how Anti-Fans Community (GOMI) think that the content of travel vloggers is suspicious

and interpreted as ‘staged’.

SPORTS

According to Gianluca Antonucci, Armado Delia Porta, and Michelina in the book

entitled “The Value of the Elite Athlete as Influencer in the Era of Social Media”, the value of elite

athletes as influencers for companies which “invest” in them to increase their image in what we

could call “sponsorship” in the era of social media, the said intangible of what has been defined

athlete brand who becomes company engaged in promoting, as an influencer of several products.
 With this, the said statement above is somehow related to the present study because

athletes/sports icons used social media to increase their sponsorship as well as promoting and

advertising different brands and names.

According to Jonathan A. Jensen, Shaina M. Eruin and Stepehen W. Dittmore in the case

study entitled “Exploring the Factors Affecting Popularity in Social Media Influence”, social media

have become an increasingly important tool for college coaches and administrators to connect with

fans, alumni, and recruits. The case study’s results feature several important considerations for

administrators seeking to use social media platforms to increase the reach of their athletic programs.

With this, the said statement above is somehow related to the present study because

college coaches and administrators used social media platforms to reach sports icons for fast

recruitment.

In a study entitled “Online Gaming: Impact on the Academic Performance on the

Academic Performance and Social Behavior of the Students in Polytechnic University of the

Philippines” by Dennis O. Dumrique and Jennifer G. Castillo, the authors assessed the impact of

on-line gaming on the academic performance and social behavior of the students in the Polytechnic

University of the Philippines-Laboratory High School. Furthermore, this study sought answers on

the significant relationship between playing online games and academic performance and to the

social behavior of the students. This study used the descriptive – correlation method utilizing a

questionnaire to get the needed data for the study. The study revealed that playing online games

does not affect their grades badly for they know how to limit themselves. They know that they need

to control themselves in order to function well in their class that is why they only play games during

vacation and weekends with a lot of time compared to when they have classes.
 With this, the said statement above is somehow related to the present studies because the

study revealed that playing online games does not affect the academic performance and social

behavior of the students they know how to limit themselves. Therefore, it’s a matter of discipline.

ATTITUDE

According to Lisa K. Scheer and Louis W. Stern in the case study entitled “The Effect of

Influence Type and Performance Outcomes on Attitude toward the Influencer”, the target's attitude

towards an influencer is affected by both (1) the influence type used by the influencer to achieve the

target's compliance and (2) the performance outcomes that result from the behavior adopted by the

target in compliance with that influence. Before performance outcomes are known, the target's

satisfaction and trust are strongly affected by the type of influence exercised; more dominating

influence types result in a less positive attitude. When outcomes of compliance become evident,

however, favorable outcomes appear to ameliorate negative attitudes, whereas unfavorable

outcomes seem to undermine positive attitudes.

With this, the said statement above is somehow related to the present studies because the results of

the study show that the attitude of influencers' audiences is strongly affected by the type of

influence that is being exercised.

According to William Hutchinson in the paper entitled “Influence Operations: Action and

Attitude”, it says that the major objective of influence operations is predominantly to exert soft

power and in doing this there is an assumption that it will change attitudes. It is assumed that by

changing attitudes favorable to the influencer that behaviors will be changed. But, Influence

operations whose messages seem to contradict the real behavior of the influencer tends to nullify
the message. It might reinforce the attitudes and behaviors of the foe and begin to alienate friends.

Messages should be based on a credible reality; actions that prove that reality to be false might

actually have a negative impact and reinforce unwanted behaviors.

With this, the said statement above is somehow related to the present studies because it shows that

changing attitude that is favorable to the influencer may have a negative impact on the attitude of

the viewers.

DISPOSITION

According to Debra Grace, Mitchell Ross, Wei Shao in the article entitled “Examining

The Relationship Between Social Media Characteristics and Psychological Dispositions”, the study

of individuals’ psychological dispositions can predict Facebook usage/non-usage. Given the

historically disappointing results associated with studies that treat personality traits/dispositions as

enduring and invariant, contemporary thought accepts that it is the interaction between dispositions

and situations that influence behavior. In this study, the situation (in this case, Facebook) is

positioned as the antecedent stimulus for the activation of context-relevant psychological

dispositions that, subsequently, facilitate behavioral prediction (i.e. Facebook usage/non-usage).

Moreover, Facebook (the stimulus) is examined through its perceived psychological, rather than

normative, features to identify context-relevant dispositions The findings of the study led to the

identification of the perceived psychological features of Facebook which are categorized under the

umbrella terms of interaction, self-image control, usage volition, and risk. Using these features to

guide in the selection of context-relevant dispositions, rather than arbitrarily selecting dispositions.
 With this, the said statement above is somehow related to the present studies because it

determined the context-relevant psychological dispositions accurately to predict the behavior of

both users and non-users of Social Media.

ETIQUETTE

According to Marcus Kin Ing Leuk in the study entitled “Progress Report Social Media

Analytics”, online social media is an emerging form of communication and interaction between

people. It allows people to publish brief messages and share information with others using various

platforms such as Facebook and Twitter. This also leads to the increase in the importance of online

social influence. Social influence is the ability to affect one’s thoughts, emotions, or behaviors.

Individuals in the online community with this ability are called social media influencers and they

are often used to spread opinions and market products. The main objective of the project is to

identify topic-specific influential members in the Twitter context. Our study reports important

findings, discusses various approaches, and addresses the problems faced by other researchers while

identifying influencers. Research conducted by Weng et al. (2010) showed that 72.4% of Twitter

users follow more than 80% of their followers, and 80.5% of Twitter users have 80% of their

friends follow them back. Based on the results, it is clear that reciprocity existed in the Twitter

context and they suggested two reasons to explain such reciprocity. Firstly, it might be a casual

following because it is so easy to follow someone on Twitter and some users follow others simply

for etiquette. On the other hand, it might be homophily, where Twitter users follow each other

because they have similar topical interests. McPherson et al. (2001) explained this phenomenon as a

principle, in which the influence and connection between similar people (i.e., similar culture,

background, characteristics, or interests) occur at a higher rate than among dissimilar people, and it

is present in many social networks.

 With this, the said statement above is somehow related to the present studies because the

result of the study shows that one factor why people follow a Twitter personality is simply for

etiquette. Another thing is that they follow people on Twitter because of their similarities in terms

of topical interests.