ADAMSON UNIVERSITY

IMPACT OF THE INFLUENCERS TO THE STUDENTS OF ADAMSON

UNIVERSITY IN THEIR PURCHASING BEHAVIOUR

A THESIS PROPOSAL

Submitted to

Dr. Maridel O. Casas

In partial fulfillment of the requirements

For the Course

MARKETING RESEARCH 1
14022
MWF 16:00-17:00

Jimena, Kim Andrey

Maata, Ivan Jay
Quiminales, Dave
Recuenco, Junell C.

2020 - 2021

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1.1 Background of the study

Over the recent years, influencer marketing has become increasingly

popular, representing a specific type of social media marketing.

Social media influencers are first explored in the advertising field,

particularly to create buzz in the younger markets and further expand

social media coverage in businesses.

How Social Media Influencers Can Impact Your Customers' Purchase

Decisions

(Shane Barker, 2016)

Social media influencers now play a pivotal role in marketing for a wide

range of brands. Whether it's endorsing a skincare product, a luxurious

handbag, a new model SUV or even the latest knitting accessory, there's

a digital influencer for every product, and increasingly, more businesses

are joining the influencer marketing bandwagon as a means to improve

their marketing and outreach strategies. But how do influencers actually

'influence', and subsequently guide people's purchase behavior? While

the concept of influencer marketing, in its modern, digital evolution, is

still relatively new, as with all consumer marketing processes, the

underlying drivers relate to fundamental human motives. The most

notable of our core motives in this particular respect are 'making friends'

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and 'attaining status', which are two of the seven key instigators for

human action.

1.2 Statement of the problem

The aim of this study is to determine the impact of the Influencers

on the consumer purchases of the Students of Adamson University. This

research will help the marketers decide on if it is profitable to partner

with an influencer and help with formulizing new strategies in order to

gain more loyal customers.

It specifically seeks to answer the following questions:

1. The demographic profile of the respondents in terms of:

1.1 Age

1.2 Sex

1.3 Preferred Influencer

1.4 Year Level and Course

2. Respondent’s level of preference in terms of choosing the

product influenced:

2.1 Preferred Brand

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2.2 Psychologic factors

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2.3 Product Promotions

2.4 Price

2.5 Quality

2.6 Quantity

3. Impact of influencer marketing to consumer buying behavior

1.3 Research Hypothesis:

There is no significant impact on the consumer purchasing behavior

when the influencer promotes a product.

1.4 Scope and Limitations:

This study has a specified area of consumer behavior, consumer

attitude and opinion. Therefore, this research was conducted from the

consumer perspective, which limits the application of the findings.

Moreover, time constraints, limited resources and relatively small sample

groups mean that the findings of this study cannot be fully generalized

and that further and more comprehensive study is needed to fully

understand this research area.

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1.5 Significance of the study

This study will benefit the following groups:

To companies, this presentation would provide valuable

information in identifying what kind of influencers they would want to

have sponsors with.

To the researchers, this output gives a deeper understanding

about the concept Influencer’s impact on consumer behavior towards,

how it affects both influencers and consumer.

To the future researchers, the proposed study may serve as a

source and guide in developing new assumptions in future topic-related

undertakings.

To the community, this study may provide valuable insights in

understanding how opinion leaders like influencers can impact a

consumer’s buying patterns.

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1.6 Definition of Terms

1.7 Related Literature

1.8 Synthesis

Conceptual Framework
INPUT

OUTPUT
PROCESS

The demographic profile of the

respondents in terms of:
1.1 Age
1.2 Sex
1.3
1.4
Preferred Influencer
Year Level and Course
- Google Form Survey -Definitive answer to
Questionnaire the relationship
Respondent’s level of preference in
terms of choosing the product
between consumer
influenced: purchase and
2.1 Preferred Brand - Statistical Treatment influencers.
2.2 Psychologic factors
2.3 Product Promotions
2.4 Price
2.5 Quality
2.6 Quantity

Impact of influencer marketing to

consumer buying behavior

Figure 1. Conceptual Paradigm

Conceptual Framework

The variables in the input will show the impact of the consumers

on how they purchase their products. Their preferences will show what

kind of consumer they are leading to a better understanding on how they

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act when buying a product. The data will be gathered by survey method

and the respondents will be gathered by Simple Random Sampling on

which each participant will be member of the population has the chance

of being chosen. And then it will be all calculated by statistic and would

be analyzed in turn finding out a definitive answer in the impact of the

Influencers to the consumer’s buying behavior.

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2.1 Research Design

In the first section, the author explains the research methods that were

used in the study, sample size population and research design. The

second section includes the analysis of the empirical study results based

on the respondents’ answers to a questionnaire. Diagrams of the

frequency distributions were compiled from the statistics program of

PSPP, which is a software application that helps to analyze and sample

data. Then, diagrams of the frequency distributions were transferred to

Excel for further data analysis. Clustered and stacked bars stand for

graphical representation to show the research results in an

apprehensible form.

To conclude the methodological part of the study, the empirical findings

and interpretation of them were discussed and they conclude the thesis.

The descriptive text was used to express the nature of the research

material that was explained with the usage of figures from the frequency.

distributions.

2.2 Data Management

2.3 Sampling Design

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The questionnaire was designed in such a way that it would be

interesting and easily understood by respondents. Furthermore, the

designed questionnaire gathered only relevant information and included

questions that were a necessity of meeting the research objectives. The

questionnaire was constructed with the assistance of the thesis

supervisor and a statistical expert. The questionnaire was designed in an

anonymous way and all answers are confidential, that helped

respondents to maintain their anonymity and prevent personal

identification. Moreover, it was conducted through a precise structure

and contained different types of questions. The first part of the

questionnaire contained demographic questions in a closed-ended type of

questions and multiple-choice formats. The second part of the

questionnaire contained questions to identify respondents’ behavior,

attitude, opinions and motivation through dichotomies types of questions

and Likert scales.

2.4 Statistical Treatment

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