A.Y.

2022-2023

The Effect of Social Media Influencers on the Consumer Behavior of

Filipino Consumers in Purchasing Local Clothing Brands

A Thesis Manuscript Submitted to the

College of Commerce and Business Administration

In partial fulfillment of the requirements in Research 2

Submitted by:
Gestiada, Omar Gian C.
Lim, Jacob Jansen C.
Lopez, Kenneth Chamique D.

4M4

Thesis Adviser: Prof. Mary Caroline Castano, Ph.D.

 ACKNOWLEDGMENT
Doing research is a labor of love requiring dedication and perseverance. A significant
undertaking such as this is never completed by a single individual. This undergraduate thesis was
made possible by the involvement of numerous individuals, each in their own unique way. We
extend our deepest gratitude and appreciation to the following people for their contributions to
the completion of this study:

To Prof. Mary Caroline Castano, Ph.D, our Thesis Adviser, for the untiring assistance and
constant encouragement throughout the course of this project;

To Asst. Prof. Rosalyn G. Perkins, Ph.D. and Mr. Real C. So, our Panelist, for their detailed
and constructive comments and suggestions for enriching the study;

To Asst. Prof. Virginia R. Arceo, Statistician, whose statistical expertise was invaluable during
the analysis and interpretation of the data that has been collected;

To the respondents, who extended their immense help by providing the required information,
which in turn helped in achieving the objective of this study;

To the researchers’ parents, for their continued belief and steadfast financial support that made
rough ways easier to reach this end;

Above all, to the Almighty God, whose immense wisdom enabled us to overcome obstacles and
complete the study successfully. Praise to the Most Glorious One!

i
 ABSTRACT
The use of social media advertising for brands is abundant around the world. These
brands utilize social networking sites like Facebook, Twitter, TikTok, and Instagram to promote
their products and services and reach a wider audience than traditional advertising. Brands also
hire social media influencers to gain a competitive advantage and more popularity for their
brands. In the Philippines, local clothing brands use SMIs to promote their products to
consumers. This study will address the effectiveness of social media influencers on the
purchasing behavior of Filipinos toward local clothing brands. The study aims to understand the
factors that affect the purchasing intentions of consumers when they are exposed to social media
influencers promoting local clothing brands. A quantitative study is employed to gather
information from participants utilizing survey questionnaires from Google Forms to disseminate
to Filipinos residing in Manila, Quezon City, and Caloocan City—ages 21 to 35. The study
showed that specific traits of social media influencers significantly influence consumers'
purchasing intention on a local clothing brand. The researchers narrowed down the traits of the
influencers that correlate more with the consumers. With the help of Social media influencers,
local clothing brands must develop a more concise strategy when using influencer marketing to
make a more significant impact on consumers.

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 TABLE OF CONTENTS
CHAPTER 1
PROBLEM RATIONALE 1
Introduction/Background of the Study 1
Research Problem 2
Significance of the Study 3
Scope and Limitation of the Study 4
CHAPTER 2
LITERATURE REVIEW 5
Review of Related Literature 5
2.1. Social Media Influencers 5
2.1.1 Traits of Social Media Influencers 6
2.1.2 Trustworthiness 6
2.1.3 Sociable 7
2.1.4 Communication 7
2.1.5 Content Value 8
2.1.6 Creativity 8
2.2. Consumer Behavior 9
2.3. Filipino Consumers 9
2.4. Local Clothing Brands 10
2.5. Clothing Quantity Sales 10
Synthesis of the Literature Review 11
Theoretical Framework 12
CHAPTER 3
RESEARCH AND METHODOLOGY 17
Research Design 17
Subjects and Study Sites 17
Research instruments/Data Measure 18
Data Gathering Procedure 18
Mathematical or Statistical Treatment of Data 19
Ethical Considerations 20
CHAPTER 4
RESULTS AND DISCUSSION 22
CHAPTER 5
CONCLUSION 30
Conclusions 30
Recommendations 32
Directions for Future Research – future topics which you can recommend 33
REFERENCES 35
APPENDICES 48
CURRICULUM VITAE 65
I. CURRICULUM VITAE OF RESEARCHERS 66
II. CURRICULUM VITAE OF QUALIFIED STATISTICIAN 69
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 LIST OF TABLES
1. Table 1: Demographic Result of the Study
2. Table 2: Regression Analysis Result
3. Table 3: Descriptive Statistics of the Study

LIST OF FIGURES
1. Figure 1: Conceptual Framework of the Study

LIST OF APPENDICES
1. Request for access to data
2. Survey Questionnaire
3. Sample of accomplished questionnaire
4. Treated data of Reliability and Validity Test
5. Curriculum Vitae
a. Curriculum Vitae of the researchers
b. Curriculum Vitae of the Qualified Statistician

iv
 1
CHAPTER 1
PROBLEM RATIONALE
Introduction/Background of the Study

Since the technological advancements of the Internet have been continuous over the
years, social media has developed into a significant mode of communication in the twenty-first
century (Wong, 2020). A growing number of national and international companies are utilizing
social media advertising to increase brand recognition and client relationships. Global brands are
well aware of their customers' adoption of social media activities and seek to progressively
capitalize on their use of social networking sites like Facebook, Twitter, TikTok, and Instagram
(Statista, 2017). In addition to using social media to sell their products to their target market,
these brands have also adopted influencer marketing, connecting with their target audience by
working with social media influencers. Influencer marketing seeks out and uses thought leaders
who can sway potential customers and engage them in a brand's marketing initiatives through
sponsored content (Scott, 2015). It has developed into a critical component of marketing
communications because it enables immediate contact with many potential buyers at a lower cost
than traditional advertising (Evans et al., 2017). Role-model attributes are essential for social
media influencers to impact purchasing intention. Companies select influencers that are valuable
to the company. (Yaacob et al., 2021) In past years, influencers have established themselves as
potential endorsers of the new generation by employing buzzwords with multiple connotations
that capture and inspire social media users to think critically (Legendre & Baker, 2021). Other
advertising strategies include influencer marketing (Bennett et al., 2021; Cocker et al., 2021;
Talavera, 2015).

In the Philippines, many businesses, especially local clothing brands, use influencer
marketing to promote their products or services because of their effectiveness in encouraging
Filipino consumers to purchase their products. Around 70% of Filipinos have purchased an item
or product because it was endorsed or promoted by an influencer (Statista, 2021). A study shows
that a synthesizing framework that discloses trends and drivers for innovation and sustainability
can help business opportunities and challenges for the industry (Todeschini et al., 2017).
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Research Problem

Numerous studies have been undertaken to ascertain the relationship between social
media influencers and consumer behavior when purchasing goods. According to Cao (et al.,
2014), fashion or clothing is significantly prone to social influences. It is viewed as a reflection
of the consumer's personality, lifestyle, and status and is necessary for self-expression. Since
more people are turning to social media for advice while making purchases, opinion leaders' or
influencers' importance has grown (Audrezet, 2018). Additionally, the two-way information
exchange enabled by these social media platforms allows companies to affect the purchasing
decisions of certain or specific demographic groups (Nolcheska, 2017).

These days, Filipino consumers prefer buying imported clothing brands rather than local
brands. The relative affordability of international labels, the interest of local shoppers in the
brands, and the status signal associated with possessing "imported" goods stimulated excitement
among Filipino consumers (Moral, 2015). Filipinos often think that global brands are better than
local ones. With the exception of a few products, a large number of Filipinos have global
preferences and are quite receptive to international brands. Due to the high competition with
foreign brands present in the country, the Philippines' local clothing brands spend thousands on
social media advertising campaigns. With that in mind, digital marketing firms and marketers
must discover their consumers' purchasing behaviors in a digital environment and decide what to
improve in their business. In light of the context, this study will investigate the effect of social
media advertising and influencers on consumer purchase behavior, with a focus on the local
clothing businesses of the country. The gap of this study is that only international studies focus
on the topic regarding the effect of the traits of social media influencers on the consumer
behavior of customers toward the fashion industry (Baig and Shahzad, 2022). Local studies in
the Philippines were found but only focused on the impact of social media influencers on the
purchasing decisions of consumers in general and not specifically on purchasing local clothing
brands (Beltran et al., 2022).

The following are the objectives of this research study:

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● To identify the traits of a social media influencer who can effectively persuade their
audience in their buying decision.
● To examine the effects of each trait of social media influencers on the buying behavior of
a specific target market.
● To analyze how online influencers shape future sales practices in traditionally offline and
online industries.

Significance of the Study

The research provides perspectives and solutions on how influence marketing
incorporates local clothing brands. Since different industries widely use social media advertising
and influencer marketing, these companies and brands still cannot identify and highlight the best
and most effective way to use influencer marketing in promoting their brands, making this study
beneficial to:

Local Clothing Brands

The local brands can utilize the findings of this research study and determine the most
effective way to advertise their brands and establish the best marketing plan and campaign for
the brand.

Marketing Professionals and Future Researchers

The study will be significant for marketing professionals and future researchers because
of the continuous growth of social media users and their ever-changing consumer behavior. This
study will help them based on the factors the consumers look for when buying local clothing
brands online.

Other industries
Different industries can also use the findings of this research to determine the effect and
use of influencer marketing for their brands and identify whether it will be effective for their
industry.
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Scope and Limitation of the Study

This study examines the correlation of social media influencers’ traits on citizens buying
decisions in purchasing local clothing brands. Self-administered questionnaires were used to
gather the respondents and were disseminated only to Quezon City, Manila, and Caloocan City
residents. The target respondents were in the age group of 21-35. Using the Raosoft Calculator,
the researchers surveyed a sampling size of 387 respondents. The research focused only on the
influential factors that could impact consumer behavior. To understand what factors of SMI’s can
effectively uplift local clothing brands. The study will also be accessible in 3 selected cities in
Metro Manila. The respondent is qualified if they had previously purchased any type of local
clothing brand.

Definition of Terms
1) Consumer Behavior - Investigates how consumers choose, utilize, and discard products and
services, as well as their emotional, cognitive, and behavioral reactions (Radu, 2019)
2) E-commerce - Is the exchange of goods and services, the transfer of funds, or the
transmission of data done via an electronic network, mainly the Internet? (Lutkevich et al.,
2022).
3) Influencer Marketing - Collaboration of a brand and an online influencer to promote one of
their products or services. Some brand-influencer partnerships are less concrete than those that
aim to increase brand awareness (Geyser, 2022).
4) Social Media Influencer - New independent third-party endorsers known as social media
influencers (SMIs) use blogs, tweets, and other forms of social media to influence audience
sentiment (Freberg et al., 2011).
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CHAPTER 2
LITERATURE REVIEW
This chapter consists of the dependent and independent variables of the study. The
researchers carefully collected and organized various studies that will support the study. This
chapter also discusses the hypotheses that will serve as predictions for the future results of the
study; thus, these predictions will be tentative as they may differ in various aspects. It will also
include the theoretical framework and conceptual framework of the study that will exhibit the
theories and concepts that will be relevant to the study and its result.

Review of Related Literature

2.1. Social Media Influencers

Social Media Influencers (SMIs) are ordinary people who have developed social media
profiles to affect the behavior of their followers. (Peltola, 2019) They are social media users who
have established a reputation for their knowledge and skill in a particular field. It includes
musicians, lifestyle bloggers, YouTubers, fashion enthusiasts, fitness experts, and friends of
celebrities, among others. They are defined as "microcelebrities who record their daily lives,
from the mundane to the inconsequential to intriguing tidbits of rare possibilities in their
profession." (Dhanesh & Duthler, 2019). They frequently share personal experiences and
opinions on their preferred social media platforms, which focus on themes connected to products
and brands. They also amass sizable fan bases of engaged, enthusiastic individuals who carefully
consider their viewpoints. (Stubb, 2019). Because of their capacity to generate excitement and
encourage followers to purchase the things they advocate, brands value social media influencers
(Geyser, 2022).

2.1.1 Traits of Social Media Influencers

Social Media Influencer characteristics are identified as one of the main

influencing factors that impact consumer behavior. Social media influencers' features
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bring this factor are how they express their trustworthiness, attitude, language, feelings,
and purchasing intention toward games. These traits are the components of how talent
managers choose their social media influencers (Karaila & Juulia 2021). and according to
(Abdullah, 2021b) showed that traits of social media influencer impacted the purchasing
habits of instagram users.

2.1.2 Trustworthiness

Consumers' buying decisions are significantly influenced by their perceptions of a

product's reliability and usefulness. Trustworthiness and credibility play a significant role
in parasocial interaction between followers and influencers (Hsu, 2013). Social Media
Influencers can provide a good brand perception towards consumers because of their
credibility since it is essential for an influencer to influence consumer attitude towards
the brand. Trustworthiness is connected to that relationship since it will change followers'
attitudes toward the brand (Nafees, Cook, Nikolov & Stoddard 2021).

Furthermore, according to Jenkins et al. (2020), credibility and authenticity are

being studied by most people focusing on marketing and communication studies. One of
the techniques that SMI uses is disclosing information about the product using parasocial
relationships, brand trust, and source credibility that would lead the consumers to believe
the product. It shows that Social media influencers should converse or interact with their
followers to make marketing strategies that benefit them and their followers. (Leite &
Baptista 2021)

2.1.3 Sociable

Social attractiveness is an essential term in psychology. It may be claimed that

social attractiveness is the extent to which a person can influence the mental state of
others and be socially accepted and approved by society. According to (Do & Hye 2022),
being sociable can affect followers to have an emotional attachment between social
media influencers and followers. In addition, research demonstrates that people see
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influencers as approachable and possess friendly manners (Benito, Illera, & Fernandez,
2020). In this way, influencers are different from traditional celebrities in that they take
the time to interact with their audience. SMIs attract significant followers and,
consequently, the attention of corporate advertising. In addition, social influencers are
considered credible providers of online knowledge, which makes them great brand
advocates. (Chae, 2018; Marwick, 2015). Many millennials view the social media pages
of social influencers as photo galleries of lifestyles they wish to emulate. Social
influencers have a parasocial relationship with their followers because they can reach
dozens or even millions of them, and followers see these influencers as their friends as a
result (Labrecque, 2014). As a result, influencer endorsements can have a greater impact
on their followers since they are seen as attractive, trustworthy, charming, and welcome
by their followers (De Veirman et al., 2017).

2.1.4 Communication

Social media significantly alters how users and consumers obtain information,
news, and opinions through social media influencers (SMIs). The capacity of social
media influencers to graphically depict their daily lives in a way that inspires others to
embrace their aesthetic preferences is what gives them power (Sudnick, 2020).
Communication is an essential trait that consumers consider or observe from an
influencer. Social media influencers engage with their fans, often referred to as
"followers," using a variety of social media platforms, including Instagram, YouTube,
Twitter, Snapchat, and Facebook, while revealing pieces of their daily lives for their
followers to mimic. The significant aspect of social media influencers is their parasocial
interactions with their followers. According to De Veirman, Cauberghe, and Hudders
(2017), influencers are considered approachable, credible, and intimate, making them
simple to connect to because they share private, typically invisible areas of their lives.

2.1.5 Content Value

Followers have an emotional attachment to social media influencers. The key

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factors consumers get attached to are SMI traits, primarily their personality and
content-driven qualities. Researchers showed empirical evidence that social media
influencers inspire, provide happy enjoyment, inform, and similarities with their
audience. It affects their followers and lets them boost their confidence, dreams, ideas,
and relation with the SMIS in their problem and validate their ability. These responses
from the followers prompted SMIs to endorse their products and businesses and
influenced the followers to purchase them (Ki, Cuevas, Chong & Lim 2020). According
to (Kim & Read 2021), an influencer with a big smile let's followers perceive them as
warm, competent, and an individual with a positive attitude. It explains how an influencer
with a smiling personality positively affects or responds to people and psychologically
affects the follower.

2.1.6 Creativity

Self-perceived creativity and social media influence are used to show

e-entrepreneurial intention. It is said that self-perceived creativity has become a
significant factor in the entrepreneurial process. New ideas promote new activities that
would contribute to the popularity of a product or service (Abdelfattah et al., 2022).
According to Purwaningwulan et al. (2018), the study showed that influencers are trusted
more when engaging with influencers. Likewise, the process of creativity is a factor in
influencing more of the audience due to the innovation of ideas and content that are
different from other approaches. They provide better engagement through two-way
communication. They communicate with their manager or partner and manage their
content, upload any information about what they are promoting. They also use digital
tactics to promote their content better.

2.2. Consumer Behavior

Consumer behavior lacks a history and body of independent study. It is a new discipline
that draws from and combines components from the disciplines of psychology (the study of the
individual), sociology (the study of groups), social psychology (the study of how an individual
 9
behaves in groups), anthropology (the influence of society on the individual), and economics in
an effort to comprehend the buyer decision-making process both individually and in groups. The
economic theory, which holds that people make rational decisions to maximize their benefits
when purchasing products and services, served as the foundation for several early theories about
consumer behavior. Research on consumer behavior aims to comprehend how consumers decide
individually and collectively (Eze & Bello, 2016). To comprehend consumer preferences, it
investigates behavioral and individual consumer traits. The age of a consumer might have a
significant impact on his actions. Typically, a consumer's age dictates what products they could
be interested in buying. Age often affects consumer preferences for things like food, clothing,
cars, furniture, and entertainment. Rani (2014) notes that personality is a crucial driver of
purchase behavior. From the age of 20 to 70, a person does not always consume the same thing.
With age, a consumer's purchasing options, factors, and choices change. Thus, consumers'
buying habits may be significantly influenced by their age.

2.3. Filipino Consumers

Filipino consumers are very middle-market-centered. They are also known to be

intelligent in buying decisions by buying items with higher value but affordable prices.
Moreover, Filipinos rely on many factors based on their buying habits. Friends, relatives,
colleagues, and many more are some of the factors that influence these buying habits. These are
just some factors that main point to their buying behavior. According to Castillo Jr. (2018),
Filipino consumer behavior is among the most impactful buyers in the world today, given that
Filipinos are misguided in their purchasing decisions for a variety of reasons. In line with the
factors mentioned above, Filipinos love to shop. This common trait for Filipino consumers
makes them behave differently in their decision-making. However, it may not be an issue
because various factors still influence the buying behavior of Filipino consumers.

2.4. Local Clothing Brands

Competition in the local fashion industry in Indonesia is getting fiercer every day. Many
local fashion industries are implementing strategies that would promote higher performance for
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their business (Anggraeni & Rachmanita, 2015) What the customers are looking for is the quality
factor, whether the color, design, comfort, style, and price are good and reasonable. (Islam et al.,
2014) One factor influencing local brands to the consumer is how the business would make
promotional activities to influence male customers to buy the product. (Mehtaj, 2017) Strategies
and tactics are essential in maintaining a good profit for your local clothing brand. In filling the
gaps in the business, we should also identify the business. This would show the foundation of the
local clothing brand and further develop their business (Zebal, 2020). Another study showed
(Wahyu Ardhia & Mayangsari, 2020) that further research on improving product quality is
important to impact consumer’s purchase intention. Consumers would have developed a
connection in the advertisement and promotion that the local brand has to offer.

2.5. Clothing Quantity Sales

Internet shopping is a widely and commonly used medium for convenient shopping of
people's wants and specific needs. (Dost et al., 2015) One of those specific needs is clothes.
Local clothing brands are now part of the fashion industry in the Philippines. Many owners are
now creating their businesses of different clothing brands. Since 2014, the global clothing and
apparel market has grown at a Compound Annual Growth Rate (CAGR) of 7.5%, reaching
$758,4 billion (Global $1,182.9 Billion Clothing and Apparel Market Analysis, Opportunities
and Strategies to 2022 - ResearchAndMarkets.com. 2019, October 25). The average time spent
searching for clothes online ranged from 2-3 hours per day to 2-3 hours per month. Since the
pandemic, many businesses have suffered significant losses. The pandemic also greatly affected
the fashion industry because people would stay at their houses and follow safety precautions
because of the virus. Several studies have shown that consumer buying behavior among clothing
apparel is approached with different methods worldwide.

2.5.1. Impulse Buying

According to Muruganantham & Bhakat (2013), a consumer's impulse buying is

influenced by many factors, such as the shopping environment, the consumer’s traits, and the
product itself. Studies show that products are primarily sold because of the impulse buying
behavior of consumers. One factor that can be likely to have a consumer’s trait is the feeling of
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boredom. Consumers tend to buy products unplanned because it triggers their behavior in
connection with wanting changes, in this case, changing the contents of their wardrobe.
(Sundstrom, Lidholm, Radon 2018).

Synthesis of the Literature Review

Social media influencers (SMIs) have specific traits that can affect the buying behavior of
Filipino consumers when purchasing local clothing brands. Those traits are trustworthiness,
sociableness, communication, content value, and creativity. Trustworthiness is believed to have
the ability to change a consumer's attitude toward a certain brand (Nafees et al., 2021). This
change in attitude results from the credibility of SMIs that made their followers trust the brands
they are promoting. Besides trustworthiness, being sociable is also considered an important trait
of SMIs that affects consumer buying behavior. Most SMIs are approachable and have a friendly
demeanor which leads to their followers having an emotional attachment to them (Do & Hye,
2022; Benito, Illera, & Fernandez, 2020). This emotional attachment and the ability of SMIs to
reach thousands of followers online made it easier for clothing brands to reach potential
customers.

The credibility and approachability of SMIs are made possible by how they communicate
with their followers. Sudnick (2020) believes that SMIs can motivate their followers to adopt
their aesthetic preferences by visually portraying their daily lives. SMIs are good at this way of
communication when promoting clothing brands. They often engage with their followers using
various social media platforms to visually share their daily lives, including their daily outfits.
And since it is easier for them to reach thousands of people, the content they make about
promoting a certain clothing brand can be spread easily on the internet. With their big smile, the
followers of SMIs can be emotionally attached to them as this gesture can be perceived as being
warm and having a positive attitude (Ki et al., 2020; Kim & Read, 2021). To visually portray the
daily lives of SMIs, they think of new and creative ideas and activities that they can use to
promote a clothing brand that will make their followers trust them more (Abdelfattah et al.,
2022; Purwaningwulan et al., 2018).
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Consumers, particularly Filipinos, are heavily influenced by various factors regarding
their buying decisions. A consumer's age might be one of the biggest factors affecting their
buying behavior. Other than age, factors such as suggestions or recommendations from friends,
colleagues, and relatives and the promotional strategies made by local clothing brands can also
affect consumers' buying behavior. Since online shopping is widely-used nowadays for
convenience, local clothing brands are promoting their clothes online (Dost et al., 2015). They
search for suitable SMIs to promote their clothes and, at the same time, will boost their sales.
Being considered part of the fashion industry in the Philippines, many locals are starting their
local clothing brands. Take advantage of factors influencing a consumer's buying behavior,
including impulsive buying.

Theoretical Framework
1. Nicosia Model of Consumer Behavior
The Nicosia Model of Consumer Behavior was created by Prof. Francesco Nicosia in
1966. This model focuses on the communication between a business and potential customers. It
presents evidence that company signals (advertising) have an immediate effect on the consumer's
perception of the good or service. Depending on the situation, the consumer's opinion of the
product may change. It could inspire the buyer to look for the products or assess their qualities.

The model consists of four major fields which include the company's and the customer's
characteristics, information flow, search and evaluation of information and programs, purchasing
behavior, and feedback on sales outcomes or information feedback. The Firm's and consumer's
attributes (Information Flow) comprise enterprise and consumer attitudes and range from
information sources to customer attitudes. Information is disseminated through various
promotional activities to raise market awareness (Joy & Li, 2012). Second is the search and
evaluation (Information seeking and program evaluation), which allows the Consumers to search
for and evaluate the goods or services, and their outcome becomes their buying motivation. Next
is the act of Purchase (Purchasing behavior). It is the transformation of consumer desires into
actual purchase behavior that may be influenced by brand availability and dealer considerations.
Lastly, the feedback on sales results (Information feedback). The results of consumers' buying
 13
behavior are memorized and retained in the brain for future purchase decisions or for providing
feedback to businesses.

Nicosia portrayed his concept as a flowchart, illustrating consumers' decision-making

procedures before purchasing goods or services; decision-making was shown as a series of
subsequent decisions. None of the model's components are fundamentally reliant or independent
and interconnected via direct feedback loops. Consequently, the model provides an influence
flow in which each component inputs the next (Ivy Panda, 2020). The consumer choice process
focuses on the relationship between the marketing organization and its consumers. The model
consists of four major fields which include the company's and the customer's characteristics,
information flow, search and evaluation of information and programs, purchasing behavior, and
feedback on sales outcomes or information feedback. (Hawkins, Mothersbaugh, 2012).

2. The Engel, Blackwell, Miniard (EBM) Model

The Engel, Blackwell, and Miniard model is a comprehensive and lucid explanation of
consumer behavior. 1968 saw the model's introduction by Engel, Blackwell, and Miniard, and
1984 saw its revision into a mature theoretical framework. Buyer choice is another name for this
model. This model was created to capture consumer behavior on using and disposing of a
product or service by pushing their purchase.

This model consists of five key activities, Motivation, and recognition, Alternative
evaluation, Purchase, Search of information, and outcomes that illustrate consumer behavior. In
Motivation and recognition, consumers recognize the state of desire that initiates the decision
process. The search for information Prospective solutions are the search for information from the
external environment or held in memory. Alternative evaluation is evaluating or judging
competing options based on specified criteria connected to significant views about pertinent
outcomes. Buying refers to the act of purchasing a chosen product, it is how we compare the
desire and actual qualities of the product or service.

This model's primary advantage is that it helps the researcher structure theories and
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design the investigation. The model is extensively acknowledged in earlier literature and has
undergone continual evolution to the present day. Past researchers who used the EBM model
contributed to its improvements, such as incorporating the consumption and divestment element
by adopting modern definitions of consumer behavior in their scope. The model also has its
disadvantages, such as it may not be able to account for the diversity of decision-making
circumstances due to its strict and mechanistic approach (Bray, 2017). The linear nature of the
model, according to Milner and Rosenstreich (2013), is incompatible with the complexity of the
decision-making process, particularly in the modern financial services industry. Finally, it is
proposed that the model makes simple decision-making processes, like frequent purchases, more
difficult (Erasmus et al., 2013).

3. The Ohanian Model of Source Credibility

Ohanian created the Ohanian Model of source credibility in 1991. This model is one of
commonly used models to measure effectiveness of an endorser or influencer. In particular for
the advertising process, Ohanian developed a scale to evaluate the expertise, trustworthiness, and
attractiveness of endorsers in order to gauge their efficacy. According to the Ohanian model, an
endorser's perceived level of competence and reliability determines how effective their message
will be.

According to this paradigm, the endorser's credibility is affected by their perceived

attractiveness, credibility, and level of expertise. Credibility is measured across three dimensions,
including social media influencer expertise, attractiveness, and dependability, particularly in the
advertising process (Sertoglu et al., 2014). The model illustrates both direct and indirect effects
of credibility and congruence on attitudes and purchase intent. (Seiler, R., et al. 2017).

This model has the advantage of assessing the influence of these endorsers by measuring
their credibility based on the aforementioned characteristics. This investigation determines the
model's reliability characteristic. According to Ginnies and Ward (1980), an individual's opinion
can be influenced by a credible source.
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Research Objectives

This study aims to analyze each trait's impact on customers’ buying decisions by
employing a correlational approach under a quantitative research design.This study will show
that improvement in any identified traits (trustworthiness, sociability, communication, content
value, and creativity) will affect the buyer’s decision.

RO1: To determine the effects of the following traits of an effective social media influencer on
customers’ buying decisions based on the following:

a. Trustworthy

b. Sociable

c. Communication

d. Content value

e. Creativity

Hypothesis of the Study

This section will enumerate the research hypotheses of the study as organized based on the
operational framework of the research.

H1: The overall traits of an effective social media influencer are associated with customers'
buying decisions.

H1a: Trustworthiness positively affects consumers’ buying decisions.

H1b: Sociable traits positively affect consumers’ buying decisions.

H1c: Communication skills positively affect consumers’ buying decisions.

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H1d: Content Value positively affects consumers’ buying decisions.

H1e: Creativity positively affects consumers’ buying decisions.

CONCEPTUAL FRAMEWORK

This section aims to establish the conceptual framework (researcher’s model) that is
rooted in the theoretical orientation of Nicosia (1966) and the model Engel, Blackwell, and
Miniard (1973) that frames this representation of knowledge (see figure 1). Combining the two
models would help us understand the consumer behavior of the local clothing brand. Companies
can take advantage of the factors that influence consumers’ purchases. This will let us know
which independent variables in the Conceptual would likely be a big factor in the customer’s
buying decision. The researcher would be able to use this to explore the factors that influence
consumer buying decisions. Using both models, they can learn the important aspect of a
successful strategy to uplift their product or services.

Figure 1: Conceptual Framework of the Study

 17
CHAPTER 3
RESEARCH AND METHODOLOGY

In this chapter, the researchers discuss the research design, subjects, study sites, research
instruments, data-gathering procedure, and ethical considerations. The research design is
carefully discussed because this will be an integral part of the study. The design is also
supported by reliable sources explaining why it should be used in the study. For the subject and
study sites, the researchers agreed to conduct the study in the three (3) most populated cities in
Metro Manila. The Research Instrument, Data Gathering procedure, and Statistical treatment of
the data were also discussed thoroughly in this chapter for the reason that the research will be
on the right path in obtaining the results needed in the study.

Research Design

This study utilized the Correlational Approach inside the quantitative research design to
establish and explain the link between the variables. This research focused on the influence of
Social Media Influencers' traits on consumers' purchasing behavior. Quantitative research
approaches emphasize objective measurements, statistical analysis, and numerical data
collection. Past statistical data was also interpreted in quantitative research using various
methodologies. The strategy focused on collecting statistical data to generalize it across groups
of people to describe a specific event (Boucaud, 2017). This study aimed to evaluate the
association between the characteristics of social media influencers and consumers' propensity to
purchase local clothing. Purposive Sampling was utilized, which refers to a collection of
non-probability sampling techniques in which units are selected because they possess the desired
characteristics (Nikolopoulou, 2022). It was used to obtain a specific subset of individuals as
survey respondents that best fit the study's objectives (Jordan, 2021).
 18
Subjects and Study Sites

The participants in this study were individuals aged 21-35 who reside in Quezon City,
Manila, and Caloocan City, Philippines. The researchers had chosen the age group of 21-35
because it is the age of adulthood, and in 2018, around 52 percent of online shoppers in the
Philippines were between 24 and 35 years old (Statista, 2021). The researchers chose the study
sites since these are the country’s top three cities with the biggest population. The total
population of the three cities is 5,861,720. The questionnaires were distributed to 387
respondents who use social media and purchase local clothes online or in-store. It was recorded
in 2021 that in the Philippines, the number of social media users was 81,053,000 Filipinos
(Statista, 2022).

Research Instruments/ Data Measure

This study's research tool was a self-administered survey questionnaire. The researchers
created survey questionnaires based on a review of relevant literature, readings, previous studies,
published theses, and study-related research materials to collect the necessary data to answer the
study's general questions and hypotheses. The survey questionnaire was disseminated primarily
online using Google forms. Before distributing the questionnaires to the consumers in the three
cities chosen by the researchers, they conducted a pilot test on 30 respondents that did not reside
in Quezon City, Manila and Caloocan City. The result of the pilot testing showed good
reliability/internal consistency towards the questionnaire, thus the researchers deployed the
questionnaire to their target respondents.
 19

Figure 2: Results of the Pilot Testing

Data Gathering Procedure

The researchers used quantitative data collection with an online questionnaire correlated
with the social media influencer and the people. The research surveyed 387 respondents from
Quezon City, Manila, and Caloocan City to know what traits of social media influencers can
affect their buying behavior. The researchers used google forms to distribute the online
questionnaire to 387 respondents in the three cities that were selected as the site for the study to
be conducted. The Raosoft calculator was used to solve the sample size. The researchers then
conducted multiple regression and descriptive analyses after gathering the data.

Mathematical or Statistical Treatment of Data

Multiple Regression Analysis
The researchers used multiple regression analysis to analyze how strong the relationship
is between social media influencers' traits toward consumer buying behavior. The advantage of
 20
this study is to know the strength of the study and the outcome that would predict the importance
of the study. According to Islami et al. (2021), the researchers used a quantitative multiple linear
regression method with a descriptive analysis to understand how product quality and influencers
affect consumers' purchase decisions. Multiple regression analysis is a statistical method for
analyzing the relationship between a single dependent variable and multiple independent
variables (Pinder, 2017) . The study's findings have established the effect between product
quality and influencers' effects on purchasing decisions.

Descriptive Analysis
The researchers used a descriptive analysis approach, which helped deepen the
understanding of the data. Descriptive analysis is one of the most critical analyses that could help
conduct statistical data analysis. It helped the researcher ascertain the typos and defects of the
study and, most importantly, to see if the study can be up to the next level of conducting further
statistical analysis approach (Isalami, Wardhana, & Pradana 2021).

Ethical Considerations

In this paper, the researchers practiced the Data Privacy Act R.A. 10173 or DPA of 2012.
The information given by respondents will remain confidential and not be used in any form of
harm. In place of that, this study will be protected and prioritize the dignity of the respondents. It
will only utilize the data fully consented to by the respondents. Furthermore, this study required
the respondent's full consent beforehand. It will not in any way compromise the respondent's
privacy. Moreover, this study protects the anonymity of any participating individual or
institution. It avoided any exaggeration of the gathered aims and objectives. Lastly, this study
ensured that respondents know and understand that future students may use this research as a
reference for future studies.

Demographic Profile
 21

Age f %

21-25 168 43.41

26-30 128 33.07

31-35 91 23.51

Average Monthly Income

Less than Php 10,000 (E) 70 18.09

Php 10,001 – 20,000 (D) 75 19.38

Php 20,001- 40,000 (C2) 125 32.30

Php 40,001- 70,000 (C1) 87 22.48

Php 70,001 and above (A&B) 30 7.75

Location

Caloocan 110 28.42

 22

Manila 137 35.40

Quezon City 140 36.18

How often do you buy clothes from a local clothing brand?

Once a week 22 5.68

Twice a week 15 3.88

Once a month 253 65.37

Twice a month 97 25.06

Amount spent when purchasing clothes from a local clothing

brand

Php 100-500 31 8.01

 23

Php 501-1,000 117 30.23

Php 1,001-1,500 130 33.59

Php 1,501-2,000 61 15.76

Php 2,001 and above 48 12.40

Table 1: Demographic Result of the Study

A survey was conducted that resulted in a (43.41%) for 21-25 yrs old, (33.07%) for 26-30 yrs old, and
(23.51%) for 31-35 yrs old. Results showed that a higher number of respondents were from ages 21-25. Results of
the average monthly income were shown that C2 (32.30%) was the highest, C1 (22.48%) was the second highest,
and the lowest was Class A&B with (7.75%) of the respondents. Locations showed a slight difference between
Manila (35.40%) and Quezon City(36.18%), with Caloocan(28.42%) being the lowest. Moreover, many of the
respondents answered that they bought local clothing brands usually once a month (65.37%), with it being the
highest. Twice a month (25.06%) for the second highest, and once and twice a week was the lowest. Lastly, the
highest budget spent on clothes ranged from 1001-1500php (33.59%) and 500-1000 php (30.23%).

CHAPTER 4
RESULTS AND DISCUSSION

In this chapter, the researchers will discuss the results of the survey that they have
conducted. The statistical treatments that were used for the results of the survey were Regression
Analysis and Descriptive Statistics. The results will explain the significance of the dependent
variable to the independent variable of the study. They will show if the traits of social media
influencers affect the buying behavior of Filipinos in purchasing local clothing brands.
 24
The respondents for the study were from the Philippines. They included male and female
respondents aged 21-35 since this age group mainly dominates local brand clothing. Millennials
and Gen Z are more likely to wear local brand clothing. Therefore the selection of this type of
age group was necessary to justify this study. A total of 387 local brand users were approached.
The researchers headquartered in Manila, Quezon City, and Caloocan coordinated the survey. A
study was conducted with its focus on Filipino consumer behavior towards eco-friendly apparel.
Results showed that most of their respondents were situated in these 3 cities in Metro Manila
(Alvaro et al., 2022). The high response rate of the three researchers was the result of a month of
data collecting. These scholars approached the respondents and presented the questionnaire to
respondents meeting the following required criteria:

I. The respondents must have bought clothing from local clothing brands
II. The respondents must be located in either of the following
A. Manila
B. Quezon City
C. Caloocan
III. The respondent must be in the age group of 21-35 years old

The study found that respondents were willing to answer the survey, responding with
their preferences and what impacts them in buying local clothing brands. The items used to
measure the questionnaire were studies conducted by Nicosia (1966) and The Engel, Blackwell,
Miniard (EBM) model (1984). The responses were measured through a 5-point Likert Scale on
an interval level ranging from strongly disagree to strongly agree. Shown in Table 1 is the
regression analysis used in the study.
 25

Fig. 1. Proposed research framework

Unstandardized Standardized
Coefficients Coefficients

B Std. Error Beta t Sig.

(Constant) .631 .190 3.319 .001

Trustworthy .196 .046 .228 4.237 .000

Sociable .123 .061 .131 2.023 .044

 26
Communication .214 .053 .189 4.045 .000

Content Value .044 .050 .055 .885 .377

Creativity .300 .052 .326 5.778 .000

Table 1. Regression Analysis

4.1 Sample details and data collection

Note: R2=0.651, (N = 387, p = 0.00)

A multiple regression was calculated to examine the effects of each trait of social media
influencers on the buying behavior of a specific target market. A significant regression equation
was found (F(5, 381) = 142.083, p < 0.00), with R2 of 0.651. This means that 65.1% of the
variation in consumer buying decisions is because of the variation in the traits of social media
influencers. The predicted consumer buying decision is equal to , where T is trustworthy, S is
sociable, CM is communication and CR is creativity. This means that the consumers’ predicted
buying decision increases by 0.196 for every one unit increase in their perceived social media
influencers’ trustworthiness and by 0.123 for every one unit increase in sociable. Likewise,
consumer buying decisions increase by 0.214 for every one unit increase in communication and
by 0.300 for every one unit increase in creativity. However, content value has no significant
effect on the consumer buying decision.
 27

Mean Std. Deviation Interpretation

Trustworthy 5.17 .90494 Strongly Agree

Sociable 5.19 .82898 Strongly Agree

Communication 5.34 .68906 Strongly Agree

Content Value 5.04 .95833 Moderately Agree

Creativity 5.11 .84415 Moderately Agree

Table 2: Descriptive Statistics (N= 387)

Legend of the interpretation:

1-1.83 Strongly Disagree

1.84-2.66 Moderately Disagree

2.67-3.49 Disagree

3.50-4.32 Agree

4.33-5.15 Moderately Agree

5.16-6.0 Strongly Agree

 28

Creativity has the highest significant value in the regression analysis. Further research
indicates that focusing on distinctive and original items, utilizing their creativity, and offering a
high fashion product assortment will help local firms connect with their customers. Utilizing
social and technological tools to amplify the local brand to consumers. (Roggeveen et al., 2021)
Communication was the 2nd highest, and Sociability having the 3rd highest in the significant
value. The attractiveness and credibility of Instagram influencers can also influence the
consumer's behavioral intention on online clothing marketplaces (Shrivastava et al., 2021).

Results and Discussion

According to the study's results (Smith et al., 2022), social media influencers
significantly influence consumers' purchasing decisions. Consumer behavior is influenced by
two factors: the ability of the influencer to establish a personal connection with the audience and
the perceived level of expertise of the influencer. Research has suggested that trust and
credibility are essential in the influencer-consumer relationship (Chen & Kim, 2020).

Interestingly, the study also found that ranking the importance of effective traits on
customers' buying decisions differs between the social media influencer and the target audience.
This may be due to cultural differences and consumer preferences, highlighting the importance
of tailoring influencer marketing strategies to specific audiences (Mishra & O'Cass, 2020).

Based on the study results, the study rejected H1d, which suggests that the ability to
write informative and engaging content is essential for influencing consumer behavior. This
finding contradicts previous research (Abdullah, 2021) and suggests that influencers should
prioritize building a personal connection with their audience and establishing their perceived
expertise in a given domain.

Overall, this study provides valuable insights into the factors that influence consumer
behavior in the context of influencer marketing. These findings can inform the development of
 29
effective marketing strategies for local clothing brands and other businesses seeking to leverage
the power of social media influencers.

Moreover, the study found that ranking the importance of effective traits on customers'
buying decisions differs between social media influencers and the target audience. This finding
suggests that a one-size-fits-all approach to influencer marketing may not be practical, and local
clothing brands should carefully consider the preferences of their target audience when selecting
influencers (Chen & Kim, 2020).

This study provides valuable insight into the role of social media influencers in local
clothing industry purchasing decisions. In the study, other qualities, such as credibility and
trustworthiness, may be more crucial than the ability to write informative and engaging content.
When selecting influencers for marketing campaigns, it is also essential to consider the target
audience's preferences. Using these findings, local clothing brands can develop more effective
sales strategies that utilize social media influencers to attract new customers.

H1a: Trustworthiness affects consumers' buying decisions. This hypothesis states that the level
of trustworthiness of social media influencers positively affects consumers' buying decisions.
The result of the study supports this hypothesis, indicating that trust and credibility are essential
factors that influence the influencer-consumer relationship. This means consumers are more
likely to buy products trustworthy influencers recommend. Therefore, local clothing brands
should carefully select responsible influencers to build their brand reputation and increase sales.

H1b: Sociable affects consumers' buying decisions. The result shows that this hypothesis is
accepted, indicating that being friendly is an important trait that influences consumer behaviour.
In other words, the more social an influencer is, the more likely they affect consumers' buying
decisions due to their interactions with the audience. This is consistent with previous research
that suggests that influencers influence consumers better when they build a personal connection
with them. It emphasizes the significance of selecting influencers viewed as approachable and
engaging for firms trying to use the power of social media influencers in marketing initiatives.

H1c: Communication affects consumers' buying decisions. The study's results support this
 30
hypothesis, indicating that the power of influencers to establish a personal connection with their
audience is a significant factor in influencing consumer behaviour. This highlights the
importance of effective communication and language skills for influencers, enabling them to
better connect with their audience and influence their purchasing decisions.

H1d: Hypothesis H1d, which states that content value positively affects consumers' buying
decisions, was rejected. This means that the study needed sufficient evidence to support the idea
that the ability to write good content is a key factor in influencing consumers' purchasing
behaviour. Other traits, such as trustworthiness and sociability, may impact consumers'
decision-making process more. This finding is important for influencers and marketers who may
need to reconsider their emphasis on content creation and focus more on building trust and
relationships with their audience.

H1e: Creativity positively affects consumer behaviour. Based on the study's results, this
hypothesis was accepted, indicating that creative behaviour is positively associated with
affecting consumers' buying decisions. This finding suggests that social media influencers who
can continually create unique and engaging content significantly influence their followers'
purchasing decisions. Businesses can leverage this insight by partnering with influencers known
for their creative content to promote their products or services to their target audience effectively.

CHAPTER 5
CONCLUSION

This chapter is divided into three sections. The first section is the conclusion of the study
conducted by the researchers. The second section is the recommendations of the researchers
based on the results of the study. In the second section, the researchers discuss the findings from
the study and how the findings will help businesses to prosper in using social media and
influencers as their marketing strategy. Lastly, the third section discusses the possible
improvements that future researchers should make in order to improve the results more
effectively or discover new results in the future.
 31

Conclusions

The study entitled "The Effect of Social Media Influencers on the Consumer Behavior of
Filipino Consumers in Purchasing Local Clothing Brands" focuses on how social media
influencers affect the buying behavior of Filipinos towards products, specifically local clothing
brands. In this study, the researchers wanted to answer the problem where Filipinos think that
global brands are better than local ones. They prefer buying it due to its superiority, knowing that
it is an "Imported product," which means better quality has proven to signal "excitement" among
them. With this in mind, the researchers examined the effect of social media influencers on their
engagement with consumers and how their traits affect these consumers in buying the country's
local clothing brands.

In this paper, SMIs have a significant amount of influence on consumer purchasing

decisions. Local clothing brands use social media to reach their target audience better and use
SMIs as role models for their businesses. The results that were formed from the study benefit
business owners and SMIs since it helps them gain more exposure, knowledge, and
understanding of what their followers/viewers like about them. Furthermore, SMIs engage in
multiple social media channels, using their skills to create content that would appeal to the
audience and help them gain their audience's trust, and will lead their audience to be influenced
in their purchasing decision.

Participants typically based their purchasing decisions on their preferences to summarize

the findings and the discussion. Overall traits that affected consumers most were
Trustworthiness, Creativity, and Communication skills. These three traits lead to more
engagement and maintain the businesses' and SMI's good reputation. Nevertheless, consumers
still face financial constraints and still prioritize their spending budget. However, people are
highly reliant on social media, engaging in different types of social media that provide them with
contentment in their day-to-day lives, which impacts influencers and business owners to utilize
social media for their careers and businesses.
 32
Recommendations

Social Media Influencer

The findings of the study suggests that Social media influencers who are creative,
trustworthy, and have excellent communication skills have further enriched their popularity
among the people. Influencers who are engaging and have a trait that distinguishes them from
other influencers have been shown to have more impact in the digital and actual world. As a
result, it is recommended that influencers obtain, practice, and enhance these skills not just to
gain more followers and viewers but also to gain their trust and loyalty to the brand. Influencers
with these skill sets will likely have a more successful career in the industry since people,
according to the study conducted, are influenced by these types of influencers rather than
influencers who do not have the skill set.

Business owners

The researchers recommended that business owners of local clothing brands choose an
influencer with exemplary creativity skills, sociability skills, and a good reputation in his/her
field. Findings suggested that social media influencers are essential in gaining consumer trust in
purchasing local clothing products because influencers develop consumer trust when they engage
with them more frequently. Furthermore, the strategy of the business and the use of influencer
marketing should be harmonious for the business to have a successful marketing strategy plan.

Local Clothing Brand

This study recommends that local clothing brands utilize it for future sales practices that
can further help local clothing brands in marketing their products and increasing efforts in sales.
Furthermore, promoting local clothing products nowadays has been one of social media
influencers' jobs; however, this study also recommends that choosing the right social media
influencer for such a local clothing brand could affect the buyer’s decision.
 33
Directions for Future Research – future topics which you can recommend

The study can be used to evaluate the Local Clothing industry and the effectiveness of
Social Media Influencers in the Philippines and can be expanded upon. There are numerous ways
researchers can further improve or enhance the results that can be attained with the study. First,
in terms of demographic factors, future researchers may widen their scope in terms of the
geographical sampling since the researchers of the study only focused on three cities in Metro
Manila, mainly Quezon City, Caloocan City, and Manila City. Additionally, future researchers
may take into account the inclusion of the respondent’s gender identity, which may have a
significant impact on comprehension of consumer purchasing behavior. Using a more diverse
sampling method and ensuring that various demographic factors are included in subsequent
studies may also aid in improving the results. In addition, future researchers may distinguish
whether the respondents purchase their clothing through online or in-person retail transactions.
Considering a person's intended purchase, this would be an excellent extension of this study.

In terms of the concept of the study, future researchers may add more variables and
incorporate different theories more suitable for the topic. The variables may be further
investigated, and new findings may be discovered in line with similar studies. In addition, future
researchers may also establish a connection between the respondent’s behavior and their
demographic characteristics, like their monthly income, which provides a more in-depth
explanation of the consumer’s purchasing habits. In future studies, practitioners and researchers
may use different questions for the questionnaires, statistical treatment, and new approaches and
theories to comprehend consumer purchasing habits better. Lastly, in the future, researchers may
investigate how consumers will alter their purchasing habits toward the purchase of local
clothing brands following the pandemic.
 34
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 47
APPENDICES

The Effect of Social Media Influencers on the Consumer Behavior of Filipino

Consumers in Purchasing Local Clothing Brands

Dear Mr./Ms.:
Currently, we are doing a study entitled “The Effect of Social Media Influencers on the
Consumer Behavior of Filipino Consumers in Purchasing Local Clothing Brands.” On
this note, we respectfully request your involvement and support by completing the following
survey. Rest assured that any information or data submitted here will be managed with the
utmost discretion and used solely for academic purposes by the study protocol regarding
confidentiality, research ethics, and R.A. 10173 or DPA of 2012. Thank you for your
consideration and attention. Stay safe, and may God bless you.

Best Regards,
Proponents of Research: Group 4 4M4

Gestiada, Omar Gian

Lim, Jacob Jansen
Lopez, Kenneth Chamique
 48
A. Screening Questions

Have you ever bought clothing from a local clothing store/brand?

o Yes

o No

B. Personal Profile

Directions: Choose and fill-up the needed data.

1. Age

___21-25 ___26-30 ___ 31-35

2. Sex: ___ Male ___Female

3. Civil Status

___Single ___Widow/Widower

___Married

5. Average monthly income (SEC)

o Less than Php 10,000 (E)
o Php 10,001 – 20,000 (D)
o Php 20,001- 40,000 (C2)
o Php 40,001- 70,000 (C1)
o Php 70,001 and above (A&B)

C. Consumer Behavior
 49
Please choose your answer that corresponds to the questions

1. How often do you buy clothes from a local clothing brand?

o Once a week
o Twice a week
o Once a month
o Twice a month

2. How much do you spend when purchasing clothes from a local clothing brand?
o Php 100-500
o Php 501-1,000
o Php 1,001-1,500
o Php 1,501-2,000
o Php 2,001 and above
o Others…

3. What factors influence you to buy clothes in a local clothing store/brand? (Select all
that apply)
- Social Media Influencers
- Price
- Quality
- Reputation/Brand name
- Design
- Comfortability
- Others..

4. Do you think local clothing brands are better than foreign ones?
o Yes
o No
 50
5. If you choose YES, then please specify why?

o Local domestic brands have a better quality

o Price is comparatively cheaper than foreign brands

o I should encourage our domestic brands by buying their clothes

o Others, please specify _________

6. If you choose NO, then please specify why?

o Foreign brands have better quality
o Foreign brands have better brand image
o Foreign brands are classy and nice to wear
o Others, Please specify _____

7. Do advertisements and promotional activities change your view about a clothing

brand?
o Yes, especially if the advertisements use social media influencers
o Sometimes, when the advertisement is convincing
o No, advertisements and promotional activities does not affect my view

D. Traits of Social Media Influencer

Directions: Rate (using the Likert Scale) the traits of social media influencer on the
Consumer Behavior of Filipino Consumers in Purchasing Local Clothing
Brands. Put a check on your preferred rate.

D.1. Trustworthiness
 51

6– 5– 4– 3– 2– 1–
Factors Strongly Moderatel Agree Disagree Moderatel Strongly
agree y agree y Disagree disagree

Influencers
who have high
follower count
and likes are
more credible

Influencers
who post
about the
products/servi
ces frequently
are credible

Influencers
who share
good and bad
reviews of the
specific service
or product are
trustworthy
and make me
consider their
advice
 52

I would feel
better if I can
chat with the
influencer or
communicate
with messages
or comments
would build
trust between
us

D.2. Sociable

6– 5– 4– 3– 2– 1–
Factors Strongly Moderate Agree Disagree Moderatel Strongly
agree ly agree y Disagree disagree

I think
influencers
who show
confidence are
smart and
credible and
make me
adopt their
recommendati
ons
 53

I think
influencers
who shows
altruism,
agreeableness,
friendly
dominance
makes me
adopt their
recommendati
ons

Influencers
who have a
good
reputation in
society
influence my
purchases and
adopt vlog and
post
recommendati
ons.

I would like to
have friendly
chat with
her/him

D.3. Communication
 54

6– 5– 4– 3– 2– 1–
Factors Strongly Moderatel Agree Disagree Moderatel Strongly
agree y agree y Disagree disagree

Influencer
who
communicates
well with their
followers are
more likely to
get more
followers and
popularity

Influencers
that
communicate
their products
and services
more clearly
are more
consumer
friendly.

I follow
influencers
who have the
same language
or culture as
me
 55

An influencer
with
good-quality
response to
consumer, are
more likely to
gain positive
feedback

D.4.Content Value

Factors

6– 5– 4– 3– 2– 1 – Strongly
Strongly Moderately Agree Disagree Moderatel disagree
agree agree y Disagree

Influencers’
content is
helpful for
me to decide
on the local
clothes that
I am
planning to
buy.
 56

Influencers’
original and
unique
content
helps me to
choose my
clothing
style

Watching
the
influencers’
content
creates a
wonderful
experience
for me as a
buyer in
choosing the
clothes that
I want to
wear.

D.5.Creativity

6– 5– 4 – Agree 3– 2– 1–
Factors Strongly Moderatel Disagree Moderatel Strongly
agree y agree y Disagree disagree

In shopping for local clothing brands, social media influencers can creatively affect my
 57
choices in such a way that….

Influencers
can Create
Content from
Scratch

Influencers
can Steer
Creative
Campaigns
in the Right
Direction

Influencers
Can Inspire
Your
In-House
Creatives

E. Online Influencers are shaping Future Sales Practices

Directions: Rate (using the Likert Scale) the traits of social media influencers on shaping
Future Sales Practices. Put a check on your preferred rates

Factors

6– 5– 4 – Agree 3– 2– 1–
Strongly Moderatel Disagree Moderatel Strongly
agree y agree y Disagree disagree
 58

I purchase
products
that
influencers
often use in
their videos

Live selling
(clothing) is
now
advantageo
us for
influencers
in endorsing
products

Tiktok
influencers
are sought
after in
advertising
a local
brand

Social
media
influencers
collaboratin
g on online
platforms
affects sales
of local
brands they
endorse
 59

Social
media
influencers
promote
their
voucher
code in
various
local online
shops

Local
clothing
companies
that
implement
social media
influencer
marketing
tend to set
trends in
sales
 60
Sample of accomplished questionnaire
61
62
63
 64
Treated data of Reliability and Validity Test
 65
CURRICULUM VITAE

I. CURRICULUM VITAE OF RESEARCHERS

1. Gestiada, Omar Gian
 66
2. Lim, Jacob Jansen
 67
3. Lopez, Kenneth Chamique
 68
II. CURRICULUM VITAE OF A QUALIFIED STATISTICIAN
Statistician Name: Virginia R. Arceo
69