Introduction

In this technological age where social media has become a platform to influence,

it is evident that majority of the youth is exposed to it. Social media users can nurture

social connections and access as much information as they want. In this sense, about 86%

of young Americans surveyed said they're willing to try out influencing on their social

media platforms and 12% of young people said they already considered themselves one.

We all know that these Influencers hold much power to empower and influence youth

towards their lifestyle and preferences.

For this reason the researchers aim to know what makes these influencers so

powerful in their field and the empowering effects to their audience. In this study we will

be able to confirm the reason behind the success of these 16- 27 year old social media

influencers. In addition to that we aim to provide information for aspiring individuals

who opt to become influencers as well.

Background of the study

Today, social media has multiple platforms such as YouTube, Facebook, Twitter

and etc. that anyone is accessible to. Specifically, selected grade 11 Humanities and

Social Sciences, Accounting and Business Management, and Science, Technology,

Engineering, and Mathematics Strand of Senior High School Students of FEU Alabang

use these. Young people don't only trust influencers they want to be them. 86% of

Generation Z and Millennials surveyed would post sponsored content for money, and

54% would become an influencer given the opportunity (Locke, 2019). The researchers

ought to find out the empowering effects of these 16-27 year old influencers and what

makes them so well-known.

Statement of the Problem

The research aims to determine the empowering effects of social media

influencers and how does their audience engage with it.

1.) How big is the role of the age of influencer in empowering their audiences?

2.) What role does social media take part to these influencers?

3.) How does social media influencers affect people’s preferences in terms of brands,

products and lifestyle?

Theoretical Framework

Clarkson, Tbormala and Rucker, (2008) found that increasing attitude certainty

strengthened attitudes and increased resistance to persuasion when the attitudes were

univalent but weakened them when they were ambivalent, hence, Amplification

Hypothesis. The current research challenges this crystallization hypothesis and proposes

an amplification hypothesis, which suggests that instead of invariably strengthening an

attitude, attitude certainty amplifies the dominant effect of the attitude on thought,

judgment, and behavior.

In the context of influencer marketing, this hypothesis tells us that the more certain

influencers are about their subject matter, the more believable they will be and the more

influence they will wield. In other words, if an influencer has mastery over their subject,

they are likely to have more influence on their audience. This finding has been interpreted

as indicating that attitude certainty crystallizes attitudes, making them more durable and

impactful.

Conceptual Framework

The Conceptual Framework of the study provides an overview of what will be

determined by the researchers and what will be found out. The procedures in considering

the increasing number of social media influencers aged 16-27 in empowering selected

grade 11 HUMSS, ABM and STEM students in FEU Alabang S.Y. 2019-2020 are stated

through the Input-Throughput-Output model.

The Conceptual Framework of the study provides an overview of what will be

determined by the researchers and what will be found out. The procedures in considering

the increasing number of social media influencers aged 16-27 in empowering selected

grade 11 HUMSS, ABM and STEM students in FEU Alabang S.Y. 2019-2020 are stated

through the Input-Throughput-Output model.

INPUT
1. Demographic Profile THROUGHPUT OUTPUT
1.1. age
1.2. gender 1. Distribution of The empowering effects
1.3. grade level of the Social Media
Survey
2. Social Media Influencers to the
Engagement Questionnaire
selected grade 11
2.1. Influencers 2. Gathering of data
HUMSS, ABM, and
2.1.1 What makes 3. Tallying of data Stem students in FEU
them empowering? 4. Analyzing of data Alabang S.Y. 2019-
2.2. Youth as 5. Summarizing of 2020.
audiences data
2.2.1 Empowering
effects of Influencers
towards them.
3. Decision-making

RESULTS

Assumption and Hypothesis

Assumptions

This study is conducted based on the following assumptions :

1. Social media influencers are commonly in the age group of 16- 27.

2. There are factors to consider in deciding to become a influencer.

3. Affordable and accessible technology is a also a reason for the increase of social

media influencers.

4. Social media influencers greatly affect their audience mentally, physically and

emotionally.

5. There are positive and negative effects of becoming a social media influencer.

6. This study will aid in aspiring social media influencers in their respective field.

Hypothesis

The increasing number of social media influencers has caught the attention of the

researchers and so they ought to figure out the reason behind the success of this

platform. Primarily, this study is based on the following hypothesis:

The increasing number of social media influencers among the age bracket of

millenials and generation z. There are influencers in the different fields of social media

shopping, lifestyle, fashion and beauty, gaming and etc. By taking a deep look into the

information habits of Millennials, the study also sheds more detailed light on how

Millennials are using social media.Social networks are an extraordinarily important part

of Millennials’ digital lives, in part because social networks have become much more

than a way to connect about personal matters.At the same time, we heard in various ways

that people increasingly want to take more control over social media, manage their time

there, and improve the quality of what they see. Various people expressed a sense of

frustration, particularly with Facebook, for having too much information, taking up too

much of their time, and containing too much content that wasn’t trustworthy or

worthwhile.

Influencers in this age bracket have a full grasp of the latest technology. They

were born in this generation and that is why it more likely for them to take part this game.

Many people use this as means of living. Marketing strategies like commercials.

Endorsing products online using famous celebrities and influencers convince viewers to

buy their product. The elusive Millennial generation is bigger and harder to win over than

previous generations. They march to a different tune, one which has been influenced by

the fact that they have grown up with technology as a pacifier.Their mindset is different

from that of other generations, making past marketing approaches ineffective – and

leaving all retailers with great challenges. Millennials are blurring the lines and rules

about how and where to shop – lines that didn’t exist even a generation ago.

Your social media accounts are likely tempting you to spend money, according to a

recent survey.

Just under half, 49%, of millennials (ages 23 to 38) say social media influenced

them to spend money on experiences, according to Schwab’s 2019 Modern Wealth

survey. And 48% say they’ve overspent when sharing experiences with friends, whether

it’s dining out or going on a group vacation.

Social media sites increasingly have a huge impact on how we spend, says Farnoosh

Torabi, personal finance author and host of the “So Money” podcast. Schwab partners

with Torabi’s Stacks House, a pop-up experience that promotes financial independence

for women.

“We all spend time, so much time, on social media,” Torabi tells CNBC Make It.

“We tend to overspend because we see all the lifestyles on Instagram and Facebook.”

This is how powerful social media influencers can be. “Millennials are feeling a lot of

stress, and one of the things that are causing that is the influence of social media,” Terri

Kallsen, Schwab’s executive vice president of investor services, tells CNBC Make It.

That’s because a majority of millennials is paying more attention to how their friends

spend than how they save. It can be easy to do: How many of your friends are posting

about how big their savings account balance is this month versus how many are posting

photos of their latest vacation or fancy dinner?

The Millennial generation holds a “referent” social power. The reason for this is

because they imitate what they see on social media by allowing it to influence their lives.

Social Media and group influence has helped to define the Millennial generation through

Smartphone. With a Smartphone, they have the ability to always stay connected. Children

are brought up by using technology and mass media in their schools and private lives. It

is also easily distracting the Millennial generation which prevents them the ability to stay

on task and focus. The generation that has been called the boomerang kids is the middle-

class Millennial generation. They are the boomerang kids because they are young adults

who go back to live with their parents after college. They do this to save money to pay

off student loan debt. The Millennial generation is so different from the generations

before because they have access to everything with the tip of their fingers through social

media and the internet. They are also able to multi-task and they believe in instant

gratification. They are also the largest group since the baby boomers generation.

The social media stars are less like idols that are distant and detached and more

like role models who actually influence people. They shed the celeb-like vibe, and people

can actually relate to them. They are trendsetters, but these can be generally adopted by

all. Their stardom is widespread, and they typically have a dedicated audience. It is easier

for people to connect with them as the influencers make an effort to have regular and

direct communication with their followers. The followers are introduced to the latest

trends. As people are more inclined towards using social media, they can connect better

with social media influencers than celebrities. Influencers are better appreciated by the

audience than paid celebrities and advertisements as they come across more genuine.

One of the key trends of the last few years has been the growth of influencer

marketing via sponsored content on social media. New research from marketing platform

Socialbakers into Instagram. Naturally, this being the internet, as influencer marketing

has grown, so has the number of 'fake influencers.' Even so influencer marketing is

projected to become a $2.38 billion market this year.

Therefore Social media influencers platform is for fame, entertainment and

marketing. Through this they gain power over many. This has become a living in front of

the computer showing everysingle part of ones lifestyle, money and etc.

Scope and Delimitation

In a gathered numbers of survey information, Researchers scope the important

subject coverage of the Increasing numbers of Media Influencers aged 16-27 in

empowering the selected students in FEU - Alabang of school year 2019-2020 which are

the grade 11 HUMMS, STEM & ABM that will be covered in a logical outcome. In

which case, the collected data will be beneficial to the certain results. We set boundaries

in conducting the information since we just need a minimum number of student

influencers in FEU - Alabang. Defining the aspects of the subject is chosen only because

it give conclusive and an organize answers. The selected responded students, the age of

social media influencers, the place where in FEU-Alabang are limited implies since the

data is properly stated for more further measure.

Limitations of the Study

The sample selected for this study are specifically the students enrolled in FEU

Alabang during the school year 2019-2020 which are identified as the selected grade 11

HUMSS, ABM & STEM students. There are some potential limitations that have been

noted in this study. The measure that was used in this study to collect data was through a

conduction of survey to gather information from certain respondents that have been

indicated in this study. The results that were obtained from the survey however, lacks an

accurate personalization from the queries answered by the respondents and lacks

experience of researcher which have shown differences in interpretation where

respondents may have trouble in grasping the implication of some queries. There were

certain limitations in undertaking this study which includes limitation in terms of the

location and sample size that consists of the location conducted only in FEU Alabang

while the sample size is selected grade 11 HUMSS, ABM & STEM students. Therefore,

these implies the certain limitations of this study wherein the findings should be

interpreted carefully for further research assessments to come.

Significance of the Study

The generalization of this present study would be a great contribution to the vast

knowledge in relation to the student’s engagement in social media and how the rise of the

social media influencers could affect their lifestyle. Vital results of this study could be

highly significant and beneficial specially to the following:

Students- The study will educate them on what are the effects generated towards

them when they engage in social media.

Teachers- The teachers can also gain significane in this study. For they can assess

and inform they’re students on how social media affects oneself.

Parents- The parents will be able to understand how significant the social media

is to their children.

Community- The study raises awareness and incites knowledge on how the

engagements they make in social media affects one’s lifestyle.

Future Researchers- The future researchers can also gain significance in this

study. It may serve as their guide to gather information and may serve as a building

blocks to have a bigger study in the future.

The Researchers- In doing the study, the researchers could gain significance in

this study as they would improve their skill, strategy and knowledge in engaging

research.

Definition of Terms

1.) Influencer- (noun) one who exerts influence ; a person who inspires or guides the

actions of others

2.) Platform- (noun) a declaration of the principles on which a group of persons

standsespecially ; a declaration of principles and policies adopted by a political party or a

candidate

3.) Audience- (noun) a group of listeners or a group of ardent admirers or devotees has

developed an enthusiastic audience for his ideas

4.) Millennial- (noun) a person born in the 1980s or 1990s —usually plural

5.) Generation Z- (noun) the generation of people born in the late 1990s and early

2000sGenerally, members of Generation Z are tech-savvy, pragmatic, open-minded,

individualistic but also socially responsible …— An Hodgson

For Generation Z, swiping, tapping and scrolling are about as second nature as

breathing.— Dara Treseder

6.) Endorse- (verb) to approve openly endorse an idea especially ; to express support or

approval of publicly and definitely endorse a mayoral candidate ; to recommend

(something, such as a product or service) usually for financial compensation

7.) Idol- (noun) an object of extreme devotion

8.) Entertainment- (noun) amusement or diversion provided especially by performers

hired a band to provide entertainment

9.) Trendsetter- (noun) one that sets a trend

10.) Empower- (verb) to promote the self-actualization or influence of

Reference: https://www.merriam-webster.com/dictionary/entertainment

Distribution of Tasks

Introduction- Bernas, Francis Via ; Lucas, Erin Margaux

Background of the Study- Bernas, Francis Via ; Lucas, Erin Margaux ; Serapion,

Amesha ; Solis, Abbygail ; Urbiztondo, Eliana Joie

Statement of the Problem- Bernas, Francis Via ; Lucas, Erin Margaux ; Serapion,

Amesha ; Solis, Abbygail ; Urbiztondo, Eliana Joie

Theoretical Framework- Bernas, Francis Via

Conceptual Framework- Bernas, Francis Via

Assumptions and Hypothesis- Lucas, Erin Margaux

Scope and Delimitations of the Study- Solis, Abbygail

Limitations of Study- Urbiztondo, Eliana Joie

Significance of the Study- Bernas, Francis Via

Definition of Terms- Serapion, Amesha