Chapter1-5 12abm5 G32.1684142763915

Republic of the Philippines 1
Pamantasan ng Cabuyao
(University of Cabuyao)
Katapatan Mutual Homes, Brgy. Banay-banay, City of Cabuyao, Laguna 4025
Senior High School Department
A Comparative Study: Preference of Youth between the Product review of
Youtube and Tiktok Influencers
A Senior High School Thesis Presented to the Faculty at
Cabuyao Institute of Technology
In Partial Fulfillment of the Requirements for the
Accountancy Business and Management
By:
CASTILLO, DARRIELLE JAY B.
CO, NICOLLE MAXINE C.
FORTUNO, SHAINA MAE R.
ORTEGA, EUNICE JOY M.
PALARUAN, CHERRYAN NICOLE V.
JUNE, 2023
APPROVAL SHEET
In partial fulfillment of the requirements for the Senior High School Accountancy
Business and Managment, this thesis entitled: “A Comparative Study: Preference
of Youth between the Product review of Youtube and Tiktok Influencers”
prepared and submitted by CASTILLO, DARRIELLE JAY B., CO, NICOLLE MAXINE C.
FORTUNO, SHAINA MAE R., ORTEGA, EUNICE JOY M., PALARUAN, CHERRYAN
NICOLE V., is hereby recommended for corresponding Oral Examination.
DERICK P. PIAMONTE__
Adviser
COMMITTEE ON ORAL EXAMINATION
Approved and accepted by the Committee on Oral Examination with a grade
of _____.
____________________ __________________
Member Member
_____________________________________________
Chairman
Accepted and approved in partial fulfillment of the requirements for the
Senior High School.
July 10, 2023 ______GEORGE V. LAMBOT______
Date Principal, Senior High School

ADVISER’S CERTIFICATION
This is to certify that this senior high school thesis entitled: “A Comparative
Study: Preference of Youth between the Product review of Youtube and
Tiktok Influencers” prepared and submitted by CASTILLO, DARRIELLE JAY B., CO,
NICOLLE MAXINE C., FORTUNO, SHAINA MAE R., ORTEGA, EUNICE JOY M.,
PALARUAN, CHERRYAN NICOLE V., has been edited by the undersigned.
DERICK P. PIAMONTE__
Adviser
STATISTICIAN CERTIFICATION
PALARUAN, CHERRYAN NICOLE V., has been statistically reviewed by the
undersigned.
___JOSEPH T. BUAL___
Statistician
LANGUAGE EDITOR CERTIFICATION
PALARUAN, CHERRYAN NICOLE V., has been language edited and reviewed by the
undersigned.
_ RAIN R. YAP___
Language Editor
ACKNOWLEDGEMENT
First and foremost, praises and thanks to God, the Almighty for His showers
of blessings throughout our research and its successful completion. The researchers
would also like to convey their profound gratitude to Mr. Derick Piamonte, our
research adviser, for his valuable guidance, support, and supervision throughout the
course of our research study. We also want to thank him for teaching us and for his
empathy, patience, and wisdom. Being under his direction for this study was a great
privilege and honor. The Cabuyao Institute of Technology’s principal, Mr. George
Lambot, is also to be thanked for giving us the opportunity to conduct our study
among grade 11 students. Also, we thank the senior high teacher who approved the
complete participation of the chosen grade 11 respondents as well as our statistician,
Mr. Joseph Bual, for sharing his knowledge and technical expertise. Our research
paper would not be possible without his guidance. Our thanks and appreciations also
go to our respondents who willingly helped with their full cooperation which has
made the research study achieve its smooth completion. We would also like to give
thanks for the and knowledge that you have given us to conduct this study.
Last but not the least, to our dear parents for their deep consideration for the
finances and undying support throughout the making of the research study. As well
as for their words of encouragement to all those nights that we’ve spent making the
research study.
The Researchers
DEDICATION
This study is wholeheartedly dedicated to our beloved parents, who have
been our source of inspiration and gave us strength when we thought of giving up,
who continually provide their moral, spiritual, emotional, and financial support.
And lastly, we dedicated this research paper to the Almighty God, thank you
for the guidance, strength, power of mind, protection and skills and for giving us a
healthy life. All of these, we offer to you.

ABSTRACT
This thesis investigates the Preference of Youth between the Product Review
of Youtube and Tiktok Influencers. It aims to understand the effect of product review
of influencers in young consumer purchase decisions, as well as the effectiveness of
Tiktok and Youtube influencer product reviews on Generation Z’s. Primary data was
gathered through online and offline surveys, focused on Sales Engagement and
Product Advocacy in both Youtube and Tiktok influencers on product reviews. This
study examined the impact of influencer marketing on product reviews and found
that there was a slight difference between YouTube and TikTok influencers in terms
of the preference of youth. TikTok influencers had a slightly greater impact than
YouTube influencers. The study suggests that brands should carefully select reliable,
honest, interactive, persuasive and credible influencers to minimize the negative
effects of product reviews. Companies and researchers can use this study as a guide
to determine the most effective influencers for various categories.

TABLE OF CONTENTS
Page
TITLE PAGE ……………………………………………………………………………………………………….. i
APPROVAL SHEET ................................................................................. ii
ADVISER’S CERTIFICATION …………………………………………………………………………..… iv
STATISTICIAN CERTIFICATION ……………………………………………………………………….. v
LANGUAGE EDITOR CERTIFICATION ………………………………………………………………. vi
ACKNOWLEDGEMENT ………………………………………………………………………………………. vii
DEDICATION …………………………………………………………………………………………………… viii
ABSTRACT ........................................................................................... ix
TABLE OF CONTENTS …………………………………………………………………….…………………. x
LIST OF FIGURES ………………………………………………………………………………………….… xiii
LIST OF TABLES ……………………………………………………………………………………….……… xiv
Chapter
1 THE PROBLEM AND ITS BACKGROUND …………………….……. 15
INTRODUCTION ………………………………………………………… 15
BACKGROUND OF THE STUDY ………………………………….. 16
CONCEPTUAL FRAMEWORK ……………………………………….. 19
STATEMENT OF THE PROBLEM …………………………..…….. 19
NULL HYPOTHESIS …………………………………………………… 20

SCOPE AND DELIMITATION ……………………………………. 20
SIGNIFICANCE OF THE STUDY ………………………………… 21
DEFINITION OF TERMS …………………………………..……… 22
2 REVIEW OF RELATED LITERATURES AND STUDIES……… 25
YOUTUBE INFLUENCERS ………………………………………………… 25
TIKTOK INFLUENCERS ………………………………………………… 27
YOUTH PREFERENCE …………………………………………………… 29
SYNTHESIS ………………………………………………………………… 33
3 RESEARCH METHODOLOGY ……………………………….……….………. 35
RESEARCH DESIGN ……………………………………………………… 35
POPULATION AND SAMPLING TECHNIQUES ………..……… 35
RESEARCH LOCALE ……………………………………………………… 38
INSTRUMENTATION ……………………………………………………… 38
DATA GATHERING PROCEDURE ………………………………... 39
STATISTICAL DATA ANALYSIS …………………………………….. 40
4 PRESENTATION OF DATA, ANALYSIS AND
INTERPRETATION……………………………………………………….. 43
SOP1 Presentation, Analysis & Interpretation…………………………… 43
SOP2 Presentation, Analysis & Interpretation…………………………. 45
SOP3 Presentation, Analysis & Interpretation………………………….. 46
5 SUMMARY OF FINDINGS, CONCLUSIONS
AND RECOMMENDATIONS …………………………………………………. 49
SUMMARY OF FINDINGS ………………………………………………………... 49

CONCLUSIONS ………………………………………………………………….…….. 50
RECOMMENDATIONS ………………………………………………………………. 51
APPENDICES
A PROPOSED PLAN …………………………………………………………………….. 53
B REFERENCES …………………………………………………………………………… 53
C QUESTIONNAIRE ………..………………………………………….………………. 56
C APPROVAL/ REQUEST LETTERS …………..……………….………………. 58
D STATISTICAL TREATMENT ……………………………………………………… 60
E CURRICULUM VITAE …………………………………………………………………\ 62

LIST OF FIGURES
FIGURE 1: CONCEPTUAL FRAMEWORK ……………………………………………….. 19

LIST OF TABLES
TABLE 1: POPILATION AND SAMPLE OF THE STUDY ………………………………… 36
TABLE 2: TABLE OF INTERPRETATION ON YOUTH’S PERCEPTION …………… 41
TABLE 3: THE INFLUENCE OF YOUTUBE INFLUENCERS ON SALES
ENGAGEMENT ……………………………………………………………………………………………… 44
TABLE 4: THE IMPACT OF YOUTUBE INFLUENCERS IN PRODUCT
ADVOCACY …………………………………………………………………………………………………… 44
TABLE 5: THE IMPACT OF TIKTOK INFLUENCERS ON SALES
ENGAGEMENT ……………………………………………………………………………………………… 45
TABLE 6:THE IMPACT OF TIKTOK INFLUENCERS IN TERMS OF PRODUCT
ADVOCACY …………………………………………………………………………………………………… 46
TABLE 7: YOUTUBE INFLUENCERS SALES ENGAGEMENT IN A PRODUCT
REVIEW AS PERCEIVED BY YOUTH …………………………………………………………… 46
TABLE 8: YOUTUBE INFLUENCERS PRODUCT ADVOCACY IN A PRODUCT
REVIEW AS PERCEIVED BY YOUTH …………………………………………………………… 47
TABLE 9: SALES ENGAGEMENT OF PRODUCT REVIEW MADE BY TIKTOK
INFLUENCERS AS PERCEIVED BY YOUTH ………………………………………………… 48
TABLE 10: PRODUCT ADVOCACY OF PRODUCT REVIEW MADE BY TIKTOK
INFLUENCERS AS PERCEIVED BY YOUTH ………………………………………………… 48

CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
According to Almonte (2022), One of the top three social media platforms in
the world is YouTube. Despite progressively advancing to No. 5, TikTok isn't quite
there yet. You don't need to devote all of your video budgets to TikTok just because
it's the most recent player on the block. It is important to give your decision great
thinking and consideration. Type of content, target audience, engagement rates,
and influencer marketing spending are all important considerations. Engagement
rates for micro & nano influencers are 17.96% on TikTok, 3.86% on Instagram, and
1.63% on YouTube. However, the engagement rates for prominent influencers are
4.96% on TikTok, 1.21% on Instagram, and 0.37% on YouTube. With the tiktok app,
anyone can potentially go viral and receive millions of views, even if they have no
following. You wouldn't believe how frequently this occurs on TikTok. You may be
familiar with this "virality" element, (Muñoz, 2022). A graph made by Insider
Intelligence (2022), shows that 46.0% total of marketers use Tiktok as a marketing
app, while 42.5% uses Youtube. People, tend to buy through the use of social media
apps to shop online for the reason that is much safer option and it is also highly
practical for individuals. In 1995 the online shopping became popular and biggest
significant change of one’s own life. To purchase our everyday necessities on social
media apps like YouTube and Tiktok. The potential of success in business is a
dependent variable of number of views, product reviews of consumer who already
purchased their product and how infleuncers persuade them that their product is
worth to buy.
The goal of this study is to ascertain the influence of youtube and tiktok
influencers when it comes to persuading their followers and subscribers, to gauge
the proportion of young people who trust these influencers more than others, and to
identify which of the aforementioned influencers are most successful at luring
customers with their own strategies. Accordingly, this study aims to comprehend
how members of Generation Z perceive the degree of influence that YouTubers (YTrs)
and TikTokers (TTrs) have on their purchasing decisions. Rather than focusing only
on buyor-not-buy decisions, this study aims to comprehend how YouTube and Tiktok
influencers affect young people's or Generation Z's preference for purchasing goods
or services that an influencer has recommended.
Background of the Study
Why do consumers mostly depend on product or service review, According to
Word Team (2021), For first-time buyers, reviews reduce some of the risk
associated with the purchase. Thus, if you read through a variety of evaluations and
decide against purchasing a product because it has no or negative ratings, you are
not being paranoid; rather, you are a consumer who demands to get value for your
money. Online reviews, according to 84% of consumers, are just as trustworthy as
those from friends and family. A whopping 68% of shoppers check four or more
online reviews before making a purchase. In comparison to personal
recommendations, 91% of persons between the ages of 18 and 34 place more trust
in internet evaluations. 89% of consumers read the reviews that businesses have
responded to. Consumer behavior in the modern day is significantly more influenced
by influencer brand endorsements than it was in the past by celebrity endorsements.
These are the things that youths look for when trusting an influencer’s words.
First is authenticity, consumers' experiences with the products they purchase from
any of the influencers they follow will give legitimacy to the influencer's content. It is
safe to conclude that customers look to the influencer for both lifestyle and career
decisions. Therefore, it is important for an influencer to be objective and to remain
faithful to their opinions. Because if the influencer's opinion isn't real, buyers may
eventually discover out after using the product, which could have negative
repercussions for both the influencer and the brand. Therefore, both brands and
influencers are accountable for maintaining the reviews' validity. Second is
personalization, meaning a influencer that has a creative way of communicating to
their target audience, the goal is to make a content that represents the true you
someone who a consumer can relate to, This narrows the gap between consumers
and brands as well as influencers. Since the internet is so big and people can always
find out what they want to know, honesty is the best policy in this influencer
industry.
Nowadays, Tiktok and Youtube are two well-known video-sharing platform.
These are influencers marketing channels especially when promoting a product.

Since the pandemic happened, many businesses looking to promote themselves
online. They made an effective way to sell their products. It can access anytime and
anywhere especially when you're at home. TikTok and YouTube are both using by
the influencers to create platforms for a product review. Video content is now being
used by Youtube and Tiktok content producers to increase sales and engagement.
Many youths are now engaging in social media especially in Youtube and Tiktok.
Where they want or prefer to buy a product. The consumer will trust the advice of
Youtube and Tiktok influencers by their reviews and build relationships. The
Association of National Advertisers (2022) states that influencer marketing focuses
on using individuals who have sway over prospective clients. 74% of Gen-Z spend
their time online, and given the abundance of micro and macro influencers in the
social media sphere, users of social media are sure to run into influencers.
Influencers utilize their appeal to persuade their fans that they must buy from a
particular company in order to emulate them. For sponsored posts, they may
demand high fees. They can also advertise their special coupon code and profit from
sales. Because influencers frequently have a large audience, wellknown firms find it
appealing to collaborate with them on marketing projects. However, several
influencers have been known to purchase followers in order to give the impression
that they have a larger audience.

Conceptual Framework
Figure.1 Independent Variable-Dependent Variable
Independent Variable Dependent Variable
Youtube and Tiktok

Youth
Influencers Product
Preference
Review
In this figure 1, the researchers use the independent-dependent variable to
demonstrate the study. For the independent variable, the research aimed to know
the impact of the Youtube and Tiktok influencers on the youth’s preferences. On the
other hand, the dependent variable will indicate the impact of Tiktok and Youtube
Influencers among the youth preference.
Statement of the Problem
This study aimed to determine the level of YouTube Influencers contrary to
TikTok Influencers, product review to the preference of youths.
Specifically, this research sought to answer the following questions:
1. What is the impact of YouTube influencer’s product review in terms of:
1.1 Sales engagement

1.2 Product advocacy
2. What is the impact of TikTok influencer’s product review in terms of:
2.2 Product advocacy
3. Is there a significant difference between YouTube and TikTok influencers to the
preference of the youth?
4. What could be implied based on the findings of the study?
Null Hypothesis
Based on the statement of the problem of the study, the null hypothesis was
tested in this study.
There is no significant difference to the preference of the youth between
youtube and tiktok influencers in their product review of consumer buying.
Scope and Delimitation of the study
This study focused on the Preference of Youth between the Product review of
YouTube and TikTok Influencers. This study is mainly concerned with the impact
level of YouTube and TikTok Influencers when it comes to persuading youths.

The research respondents include Grade 11 and 12 students. However, there
are a lot of Grade 11 and 12 students at the Cabuyao Institute of Technology. For
instance, the respondents to the study are only a total of 316 selected grade 11 and
12 respondents who are currently enrolled at Cabuyao Institute of Technology. This
study was conducted during the academic year 2022-2023. The respondents to the
study can be selected using simple random technique.
As for areas of the Youth Preference, the respondents' scheduling restrictions,
availability of time and resources materials. This study is limited only to identifying
the preference of youths who are purchasing a product in a product review by the
Tiktok and YouTube Influencers. The researchers used questionnaires with closed
ended questions as an instrument to collect data from their respondents. The survey
was carried out using an online platform called Google Forms.
Since the study relied mainly on Youth Preference between YouTube and
TikTok Influencers, the information gathered from the survey may not be perfectly
reliable. With this being said, the researchers did not consider the present study as
perfectly accurate.
Significance of the Study
The present study was significant to the level of YouTube Influencers vs
TikTok Influencers when it comes to product review to the preference of youths. The
following will be the beneficiaries namely;

Youths or Students. They are the end-beneficiary of this research. This may help
them to know the reason behind why and how these influencers affect their
preference in products.
Educators. The findings in this study may give them an information regarding on
youth’s preference caused by these influencers. They may use this as a guide as
well as to research more and know the reason behind this research study.
Future Researchers. They may use this study as a source of both conceptual and
research literature when they conduct their own studies related to this topic of the
present study. They can extend the scope of the present investigation to formulate
a more generalized conclusion.
Definition of Terms
Various terminologies are defined here in order to aid understanding of this
study.
Advertising. Advertising a paid, mediated, form of communication from an
identifiable source, designed to persuade the receiver to take some action, now or in
the future (Richards and Curran 2022).
Content. It answers your audience’s questions and helps you build trust, develop
relationships, improve conversions, and generate leads. In today’s age, customers
expect high-quality, consistent content from their favorite brands
(blog.hubspot.com).
Engagement Rates. As used in this study, it is metrics that track how actively
involved with your content your audience is. Engaged consumers interact with
brands through “likes” comments and social sharing.People who spend time
interacting with videos, updates and blogs are more likely to convert into paying
customers. Engagement rates also have subset measurements like “sharing metrics”
which highlight the impact of your word of mouth marketing (sproutsocial.com).
Influencer. The power to affect the purchasing decisions of others because of his
or her authority, knowledge, position, or relationship with his or her audience
(landispr.com).
Platform. It shall refer a platform is a group of technologies that are used as a
base upon which other applications, processes or technologies are developed.It
helps businesses organize their relationships with existing customers and potential
customers (techopedia.com, 2020).
Product Advocacy. This refers to a type of marketing that focuses on getting your
current customers to talk about your brand and products through tools such as
testimonials, reviews, and social mentions (getflowbox.com).
Promote. Aim of promotion is to increase brand awareness, create interest,
generate sales or create brand loyalty with the help of various media like the
television, billboards, radio or local newspaper news, you can spread across
information about your brand and company, which helps people to find out more
about you and look into your products and make purchases (blog.resellerclub.com).
Sales Engagement. Sales engagement consists of the various interactions that
sellers have with prospects and customers. This technology enables sales
departments to efficiently deliver high-quality interactions with prospects and
customers at scale (gartner.com)
Youtube Influence. As used in this study, they are provides an opportunity for
brands to leverage the reach and loyalty of an influencer’s social media following.
YouTube videos can provide viewers with an in-depth experience (sproutsocial.com).
Tiktok Influencer. As used in this study, can help increase the impact of a
company's recruiting efforts. Employers are hiring influencers to post content about
what a company is like and why someone would want to work there (cnbc.com,
2023).
Product Review. Product review is a report in a newspaper, magazine, or program
in which an expert gives an opinion about a product or compares various similar
products (dictionary.cambridge.org).
CHAPTER 2
REVIEW OF RELATED LITERATURE
This chapter is dedicated to the related studies and literature for the research
topic. These studies and literature, both foreign and local, are about the YouTube
influencers vs TikTok influencers product review to the preference of youths.
YouTube Influencers
According to Wang and Olmsted (2020), this study used content analysis to
evaluate the top brands' use of content marketing on branded YouTube channels as
a viable method to develop brands and engage with consumers. The study analyzed
businesses' tactics addressing the interaction, attention, emotion, and cognitive
aspects of engagement and investigated the influence of YouTube capabilities,
financial resources, and product category in strategy differentiation using a
conceptual framework for customer engagement. The findings showed that social
media content marketing engagement is highly contextual and platform dependent.
The ability of YouTube, available resources, and product category all contribute
significantly to approach differentiation.
In this study, which draws on 39 qualitative interviews with CEO's and other
senior executives working in the Norwegian music, film, television, and book
industries, it examine how the sector views youth and "young streamers" and how
these ideas drive tactics for being relevant in the future. The study blends
viewpoints on organizational sense making processes with critical media industry
studies to explain how executives respond to changing realities by interpreting them
through industry discourses. It reveals that executives have a similar perception of
young people as distinct from older audiences and as a new "media generation."
Although this idea is oversimplified, it acts as a "burning platform" to justify new
tactics and procedures (Sundet and Lüders, 2022). According to Kaplan et.al (2012),
organizations and brands can share new and old video material with consumers
using YouTube as an interactive ICT platform. Collective use has a impact on
sustainability, primarily made feasible through online social network contacts, also
known as the "content community," as a crucial precursor of the sharing economy or
collaborative consumption realities. YouTube's contribution to cooperative behavior
is made possible by the films that organizations and individuals submit, a significant
portion of which include social or environmental endeavors. Users can access all of
the brand's video material on a personalized YouTube channel at their convenience,
and analytics make it possible to see which videos are the most successful. Helps
build the brand's online profile. To maximize their efforts and increase customer
awareness and, transparency on sustainability issues, brands might spend money
on advertising and sharing popular video content. However, there are other ways to
measure the effectiveness of YouTube's marketing communications, including cues
like recall, engagement, understanding, and feedback from consumer reviews, which
express opinions about marketing communications and viewers' future purchasing
decisions.academic studies use qualitative in-depth interviews, content analyses,
and attitudinal surveys to determine the success of YouTube marketing

communications. Study has followed the latter strategy, utilizing a cross-sectional
technique to analyze Millennials' affective ad responses regarding YouTube
marketing communication.
Young consumers appreciate YouTuber influencer marketing must be of high
quality, authentic, and transparent. These are the qualities that they look forward to
seeing when they watch YouTubers' videos, and this does not change when it comes
to sponsored videos. YouTube is a good and effective channel for reaching young
target audiences because it is very popular among the youth (Viertola, 2018). Based
in research of Wilma Viertola. YouTube has established itself as one of the most well
known social media platforms, and generation Z consumers will also be discussed,
youtube came to their attention as youngsters became more dependent on social
media platforms.Public product reviews in marketing will be beneficial for young
consumers' purchasing habits. Finding out how YouTube affects youthful audience
watchers was the main goal of this.
TikTok Influencers
The short-form video-sharing software TikTok was initially created in 2012 as
Musical.ly. In 2017, it was released outside of China by Beijing-based business
ByteDance. According to Johnson (2022), Influencers on TikTok frequently produce
material in specialized genres that reflect their own genuine passions, interests, or
areas of expertise. TikTok's algorithm recommends films to users based on their
interests (expressed through engagement with previously viewed material),

supporting tiny influencers who impart their expertise to niche communities. While
having a large following is typically a sign that an influencer can increase brand
reach, size isn't everything. Influencers can generate enormous results for postings
without necessarily having millions of followers because the algorithm bases
relevance on the quality of individual videos rather than the status of their creators.
Unlike YouTube, where influencers typically only expand their reach beyond their
existing followers through active shares, social media platform such as Tiktok allow
posts to go viral with just one click. Since early 2020, as the app has evolved from a
curiosity to a social media standard, demand from US marketers in using TikTok for
influencer marketing has risen. In 2022, the video sharing app will be used by
almost two-thirds of American influencer marketers. TikTok influencers will be used
by 54.9% of marketers by 2025, and the app will be used by 66.4% of influencer
marketers. Although marketing tactics may change as the app's user base develops,
it will still be very popular (Lebow, 2022). Tiktok became the platform for internet
marketing, and this article will discuss how the app has affected customers from
generation Z. The demands and desires of generation Z have changed and grown
(Ngangom, 2020). Stated by Braun and Clarke (2006), the method use to uncover
several patterns and themes to catch young consumer attention is the behavior and
attitude of influencers on how they promote their product is a new marketing
strategies based on Pang, Kok Onn (2021) study, TikTok has gained popularity and
is one of the most widely used smartphone applications, it has spread globally.
Malaysians view the market as a source of amusement and as having
enormousonline shopping potential, promoting their businesses and working with

well known figures to grab the attention of consumers, particularly young
Malaysians.
Additionally, it discusses the use of online influencers and their promotional
methods as marketing strategies to meet the needs of young consumers. Because of
its rapidly expanding market and engagement reach, TikTok, a popular social media
platform owned by ByteDance, is becoming more frequently used in marketing plans.
Shortform video material is primarily created to attract the attention and awareness
of Generation Z users, who predominate on the site. According to the research,
influencer-produced Tiktok videos with emotional, entertaining, and educational
elements have a beneficial impact on customer behavior (Araujo et. al, 2022).
Youth Preference
Stated by Dietrich and List (2012) Typically, preferences are thought to be
exogenously determined and fixed. According to our theory, an agent's choices are
determined by a set of motivationally salient' characteristics of the options they hold
value for. As previously salient qualities of the alternatives lose their saliency or as
new properties of the alternatives become salient, preferences may change. Our
methodology captures endogenous preferences in a range of circumstances and
contributes to shedding light on the distinction between formal and substantive
ideas of rationality as well as the function of perception in rational decision-making.
According to Suvadarshini & Mishra (2021), Due to its enormous size, the youth
market is constantly seen as a viable and lucrative market by modern retail

marketers. The dynamic, fickle, and demanding nature of young people's
consumption behavior demands marketers to simultaneously study young people's
shifting preferences and wants. Young people show idiosyncrasies when it comes to
making purchasing decisions, which is evident in their behavior. About 23 percent
of younger consumers between 18 and 35 years old have used an online channel for
their first luxury purchase. Therefore, it is important to understand what attributes
young consumers prefer in their online luxury shopping journey compared to an
offline shopping journey. (D'Arpizio and Levato, 2017). As stated by Dubey &
Shukla (2021), The market's buzz has led to today's youth preferring a wide variety
of options under one roof. Due to the growing power of their wallets, customers'
preferences and wants are changing daily, necessitating the necessity for novel and
cutting-edge items. According to Masigan (2020), it is acceptable to state that the
changes in our preferences and the way we consume products and services are now
strongly ingrained in our character after spending 260 days in quarantine. The
Nielsen Company is a global consultancy juggernaut with headquarters in New York.
Its Philippine branch recently published a paper detailing the changes in consumer
behavior among Filipinos as a result of the pandemic. It is jam-packed with
information and should be a priceless tool for companies engaged in retail,
wholesale, or trading operations. According to Nielsen (2015), the Generation Z
youth, or those between the ages of 15 and 24, For Filipino Gen Zs, word-of-mouth
has consistently been the most reliable form of advertising, which is why it is seen
as crucial for any company's advertising and promotional efforts. Filipinos frequently
rely on advice, therefore despite the growing number of other promotion and
advertising strategies, people still use "Word of Mouth Marketing”, incorporating
recommendations from their friends and acquaintances or feedback they receive,
and adhering to its well-established reputation in the marketing sector as a useful
and effective source of promotional strategies (Remo, 2013). Having a lot of positive
word-of-mouth increases the young of the Philippines' faith in the brand they would
choose. In contrast to sponsored adverts, this tactic is based on the sender's
experience and offers more genuine and individualized feedback. Last but not least,
there is a great likelihood that consumers will purchase a particular brand or product
when numerous people talk about it. A brand's recognition and awareness among its
target market will grow as a result of increased consumer interest in learning more
about and ultimately purchasing the product. According to Shirdan (2020), Creating
a partnership with the appropriate influencers may boost brand recognition and
encourage social media discussion about that particular product. To influence
customers to buy or not buy the product in this scenario, based on the benefits it
would deliver, the influencer will only need to offer assessments and share their
experience with others. The average amount of time spent using mobile internet
throughout the epidemic is constantly increasing; in the first year of the pandemic,
nearly 3.23 billion people, or 80% of all internet users globally, used social media at
least once a month. Every customer has a different set of preferences, so even
though the WOMM has a positive impact on businesses, there is still a significant risk
that it may present. As a result, recommendations may not meet consumer
expectations, which could harm the company's reputation in the market (Fornillos,
2021). According to Harlan (2016), Adolescents take on many various identities,

including those of their daughters, sons, siblings, kids, teens, peers, friends, and
students. so on. How we build our understanding of participants is impacted by each
of these identities. in studies on children. The well-known youth-as-resources
framework has been used by school librarians and school libraries In order to
investigate the underlying assumptions, student identity needs to be dissected. The
majority of Gen Z customers use social media and follow various influencers. Both
hypotheses confirmed that influencers have an impact on both male and female in
shaping their minds to purchase products. The endorsement of an influencer creates
a positive attitude toward the brand, which leads to the consumer's purchase
intention. Popularity, as well as knowledge and fan following are a few of the
indicators that determine an Influencer's impact (Kadam, et.al 2021). Based on the
study conducted by Sungpo Yi, Tun Jai (2019), examining and studying consumer
perception and purchasing behavior will significantly increase the likelihood that
their business will succeed. Young consumer desire has a significant impact on
consumer positive emotion, which may influence consumer purchasing behavior.
Joining trends will increase business potential. Using online stores like tiktok and
youtube, daily needs of people will be met, and for consumers it is much easier to
use in shopping—especially for young consumers. Trends were one of the market
strategies to satisfy people's desires.

Synthesis
Wang and Olmsted (2020), used content analysis to evaluate the top brands' use of
content marketing on branded YouTube channels as a viable method to develop
brands and engage with consumers. Sundet and Lüders (2022), study blends
viewpoints on organizational sense making processes with critical media industry
studies to explain how executives respond to changing realities by interpreting them
through industry discourses. Kaplan et.al (2012), to maximize their efforts and
increase customer awareness and, transparency on sustainability issues, brands
might spend money on advertising and sharing popular video content. Viertola
(2018), young consumers appreciate YouTuber influencer marketing must be of high
quality, authentic, and transparent. Youtube is a good and effective channel for
reaching young target audiences because it is very popular among the youth. Finding
out how YouTube affects youthful audience watchers was the main goal of this.
Tiktok is a popular social media platform where influencers can generate enormous
results for postings without having millions of followers. The algorithm recommends
films to users based on their interests, supporting tiny influencers who impart their
expertise to niche communities. This allows influencers to expand their reach beyond
their existing followers through active shares, allowing posts to go viral with just one
click. TikTok has become increasingly popular among US influencer marketers, with
54.9% of Americans using it by 2025 and 66.4% by 2022. Marketing tactics may
change as the app's user base develops, but it will still be popular. Based on Pang,
Kok Onn (2021) study’s, Online influencers use marketing strategies to meet young
consumers' needs. TikTok, a popular social media platform owned by ByteDance, is

increasingly being used in marketing plans due to its rapidly expanding market and
engagement reach. It provides short-form video material to attract the attention and
awareness of Generation Z users, and influencer-produced TikTok videos with
emotional, entertaining, and educational elements can have a positive impact on
customer behavior. TikTok, is a popular social media platform owned by ByteDance,
is increasingly being used in marketing plans due to its rapidly expanding market
and engagement reach. It provides short-form video material to attract the attention
and awareness of Generation Z users, and influencer-produced TikTok videos with
emotional, entertaining, and educational elements can have a positive impact on
customer behavior. Youth preferences are always shifting preference and wants.
They are determined by choice and a set of motivationally salient characteristics.
Young people are dynamic, fickle and demanding when they are purchasing
necessities or wants. Their preference may change in their perception of rational
decision making. Consumers may also change their preference based on how they
consume products and service.Having a lot of positive word-of-mouth based on an
individual's feedback will expand the young person's interest, awareness and trust
about the certain brand or product they would choose. Influencers will share their
experience with others to create partnerships that may boost brand recognition of
how they will encourage the consumers to buy or not to buy. The majority of Gen Z
customers use social media and follow various influencers (Kadam, et. al 2021). The
influence creates a positive point-of-view towards the brand of endorsement.
Because of influencers' impact and knowledge towards the brand, their followers or
fans will lead to buying.

CHAPTER 3
RESEACH METHODOLOGY
In this chapter, the researchers will show the different methods and designs
being used to prove the reliability and validity of the data gathered in the study.
Research Design
The researchers used Correlational Research Design in this study. The process
was to investigate relationships between variables without the researcher controlling
or manipulating any of them. It reflects the strengths and/or direction of the
relationship between the two or more variables. The direction of a correlation can be
either positive or negative. Furthermore, the necessity of a specific research topic in
quantitive studies helps comparative researchers to formulate a more specific
correlation research question. According to Gay (2013), that gathering data is
required for correlation research data to establish the presence and strength of a link
between two or more quantitative factors.
Population
The respondents in this study were Senior High School students who were
currently enrolled in the Cabuyao Institute of Technology in the academic year
2022-2023. Researchers used the Slovin’s formula, which determines the number of
samples needed when a population is too big to sample every member directly.
Furthermore, to make it simpler to conduct this study and collect reliable
data from respondents, researchers employ the sampling method approach to divide
the participants into smaller groups. Participants in this study were chosen based
on their ability to answer questionnaires and improve the phenomenon under study.
To make it more convenient for researchers, the individuals were divided into
sections that are easily accessible to participate in the research. The students'
participants grouped into sections are given in the table;
Table 1. Population and Sample of the Study
Section Population Sample
Grade 11 ABM-1 61 19
Grade 11 HUMSS-1 54 16
Grade 11 STEMC-1 76 23
Grade 11 STEME-1 69 21
Grade 11 TVL-1 77 23
Total N= 913 n= 278
The table shows the population and sample size utilized in this research
study was 913. Researchers use 90% confidence level with a population size of 913.
As shown in the table there were 90 respondents out of the total population 913
across all strands of Senior High Department of Cabuyao Institute of Technology.
Sampling Techniques
The researchers used a simple random technique, a kind of probability sampling
where the researcher chooses individuals at random from a population. Every

person in the population has the same chance of being chosen, this was achieved by
conducting a survey through Google Forms, sending it to participants through the
use of social media, and asking participants to respond to a few questions in order
to gather sufficient data.
Research Locale
This research study was conducted at Cabuyao Institute of Technology. This
research site was located at Enterprise Park, Barangay Banay-Banay, City of
Cabuyao, Laguna. This school was chosen by researchers because the mainly
concerned of this research were the youths, and this was more convenient because
the researchers studied in this school.
Additionally, for gathering the best result as possible of this study, the
researchers ensured the participants were all willing to participate, and based all of
youths' preferences in terms of production review between the mentioned
influencers in order to have accurate, and consistent findings of study.
Instrumentation
The instrument used to collect data was the questionnaires. This was used
because it gathered data faster than any other method. The researchers used Likert
Scales to measure respondents' attitudes by asking the extent to which they agree
or disagree with a particular question that are under to the statement of the
problem of the research study, to be more specific about the questionnaires were
the youth preferences between the mentioned influencers in product review.
The researchers prepared their own questionnaire. The draft of the
questionnaire was drawn out based on her readings, reviewed, published and
unpublished theses relevant to the study. The researcher saw that there were
enough items to collect data to cover all aspects of the problem and answer all the
specific questions under the statement of the problem. Then, the researchers
submitted the questionnaire to the adviser for correction after which it was finalized.
For validation purposes, copies of questionnaires were given to the research
adviser and panelist. After they had validated the copies, these people were
interviewed by the researcher to find out their assessment of the questionnaire.
They were asked if all the items were clear and unequivocal to them; and if all items
were relevant to the research problems. Afterwards, the items in questionnaires
were revised for more clarity and definiteness.
The number of questionnaires was about 20 items; however, they could read
and answer the questionnaires with ease. Then, the researchers prepared pilot
testing for trial-and-error purposes. The copies of questionnaires were then
distributed personally by the researcher to the respondents.
Data Gathering Procedure
After the research title was approved, the researchers started writing a
request letter that was reviewed by their thesis adviser before they started
conducting the tests and surveys for the study. The researchers examined the
questions and formed a survey to be distributed to the chosen respondents of
Cabuyao Institute of Technology. And wrote an approval letter to the school head of
Cabuyao Institute of Technology's head, the principal of the school. Therefore, in
order to keep the survey's reliability and objectivity, the identity and personal
information of each responder will stay private. On the same day that the
respondents completed them, the researchers also retrieved them. After gathering
the data from the respondents, the researchers verified and totaled it. Furthermore,
the researchers first organized the data they had collected, and then they sought
the advice of a statistics specialist to statistically analyze the data they had gathered.
The statistician assisted the researchers with collecting the tabulated and examining
data.
Statistical Data Analysis
Slovin’s Formula
This was used to determine the number of participants on our survey.
Formula: Where, n = Sample size N = Total population e = margin of
error.
Percentage
This is used to evaluate the number of respondents and represent the
demographic profile.
Where: P= f/n × 100 P= percentage, f= frequency, n= total number of respondents
Weighted Mean
To quantify by the research and inspect the response to the Likert
Where: w= weight, f= frequency, n= total number of the
respondents, £= summarization, wm= weighted mean
Likert Scale
This statistical treatment was used in this study to test whether there is a
significant difference between youtube and tiktok influencers to the preference of
youth.
Table 2: Table of Interpretation of Youths’ Perception

Independent t-test
youth.
Formula:
where �� pooled standard deviation, �� and �� are the means of two independent
samples, �� and �y are the sample sizes, and �2x and �2y are the standard
deviations of two independent samples.

CHAPTER 4
RESULTS AND DISCUSSION
This chapter deals with the presentation, analysis, and interpretation of the
information acquired regarding the youth's preferences for product reviews between
Youtube and Tiktok Influencers.
The study's primary goal is to provide answers to the following questions:
1. What is the impact of YouTube influencer’s product review in terms of:
Table 3, indicated the product review of Youtube Influencers in terms of sales
engagement on the youths preference got the total mean score of 3.30 which is
verbally described as Strongly Agree.
Based on table 3, Strongly Agree received the highest frequency with the
total of 577, then Agree with 543, Disagree with 120 and Strongly Disagree
with 23. According to the responses, individuals exposed to YouTube influencers
have Success when it comes to sales engagement, according to the respondents.

Table 3: The Influence of YouTube Influencers on Sales Engagement
1.2 Product Advocacy
Based on table 4, this shows that the Youtube Influencer’s product review in
terms of product advocacy is verbally described as Strongly Agree. Agree has the
most highest total of 719, then Strongly Agree with 567, Disagree with 98 and
Strongly Disagree with only a total of 6. This only shows that most of the
respondents strongly agree on the impact of Youtube Influencer’s advocacy on their
product review.
Table 4: The Impact of YouTube Influencers in Product Advocacy

2. What is the impact of Tiktok influencer’s product review in terms of:
Table 5, implies that the effect of Tiktok Influencer’s product review on the
preference of youth in terms of sales engagement has a total mean of 3.18 which is
verbally interpreted as Strongly Agree. Agree being the highest with 705, then
Strongly Agree with 476, Disagree with 175 and Strongly Disagree with only
24. Based on the results, youth’s Strongly Agree with the sales engagement of the
product review made by tiktok influencers.
Table 5: The Impact of Tiktok Influencers on Sales Engagement
2.2 Product Advocacy
Based upon table 6, the impact of Tiktok Influencers product review in terms
of product advocacy on the youth’s preferences got the mean with the the total of
3.21 verbally interpreted means Strongly Agree. Agree the highest with a total of
727, then Strongly Agree with 518, Disagree with 148 and lastly Strongly
Disagree with 23. From the result of the survey the respondents Strongly agree
with Tiktok influencer’s product advocacy techniques.
Table 6: The Impact of Tiktok Influencers in terms of Product Advocacy
Table 7, shows the sales engagement in a product review of YouTube
influencers. Based on the table below, using the method one tailed, the t-test is
2.76 and 1.65 is t-critical, that resulted to a conclusion of a significance difference
in sales engagement of YouTube influence in a product review as perceived by youth.
Table 7: Youtube Influencers Sales Engagement in a Product Review
Perceived by Youth
Table 8 shows the product advocacy in a product review of YouTube
influencers. Based on the table below, using the method two tailed, the t-test is
2.76 and 1.94 is t-critical, that resulted to a conclusion of a significance difference
in product advocacy of YouTube influence in a product review as perceived by youth.
Table 8: Youtube influencers product advocacy in product reviews as
perceived by youths
Table 9, shows that the t- test of sales engagement with the total of 2.89
which is retrieved from one-tailed. The the t-critical value with 1.95 as a result
the decision is reject the null and the interpretation is there is a significant difference.
Table 9: Sales Engagement of product review made by TikTok Influencers as
perceived by youth.
Based on table 10, it implies that the t-test of product advocacy with the
total of 2.89 retrieved from two-tailed, with t-critical value and scoring 1.95 and
as a result the decision is reject the null and the interpretation is there is a
significant difference.
Table 10: Product advocacy of product review made by Tiktok influencers as
perceived by youths.
CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATIONS
The summary findings, conclusions, and recommendations derived from this
study's findings are discussed in this chapter.
Summary Findings:
1. What is the impact of YouTube influencer’s product review in terms of sales
engagement and product advocacy?
The impact of an influencer's product review is represented in the overall
verbal interpretation as strongly agreed upon because sales engagement and
product advocacy received respectable mean scores of 3.30 and 3.33.
2. What is the impact of TikTok influencer’s product review in terms of: Sales
engagement and Product advocacy.
The impact of influencer’s product reviews is defined in overall verbal
interpretation as strongly agreed upon because sales engagement and product
advocacy received adequate mean scores of 3.18 and 3.21.
As described to the table 7 and 8 the value of the significant difference
between YouTube and TikTok influencers to the preference of youth is 3.12 and 3.18
the decision is reject the null hypothesis that interprets to having a significant
difference.
4. What could be implied based on the findings of the study?
In reference to what these results imply for youths, the results imply that
both brand managers carefully examine the digital influencers in and TikTok, which
are useful tools for consumers, especially in the product review. YouTubers can be
used to create more dense marketing materials. TikTokers can be utilized in quick
videos containing one or two crucial pieces of information about a company or
product that could be helpful during the research stage of purchasing of customers.
The study was undertaken with regards to the restrictions and implications for
research. with a sizable but non-probabilistic sample that restricts the generalization
of the results. It's crucial to emphasize that respondents remembered their prior
experiences when describing how past experiences have affected their customer
journeys, and consequently, recollection of old.
The study's findings lead to the following conclusion:
1. Youtube influencers product reviews had a greater impact on product advocacy
and sales engagement than from tiktok influencers with the overall verbal
interpretation as strongly agreed and has respectable mean scores of 3.30 and 3.33.
2. Influencers product reviews had impact on product advocacy and sales
engagement with the overall verbal interpretation as strongly agreed and has
respectable mean scores of 3.18 and 3.21.

3. The researchers concluded that the results of tiktok and youtube influencers to
the young preference is 3.12 and 3.18 from the study's data that results of negative
and represents of having no significant differences between the two.
4. The study's findings showed that administrators of both YouTube and Tiktok
should look into their influencers since both apps may be used to publish more
videos with more material and promote products online. The survey respondents also
claim that their decision to make an online purchase is influenced by their prior
experiences.
Recommendations:
Future scholars performing their own research on this subject were advised to
read this paper. To gather knowledge and information that could aid in extending the
investigation of the current study. In this following, it indicates the recommendation
that are offered:
1. According to the study, influencers in youtube and tiktok should be
knowledgeable about the products they are promoting and possess marketing tactics
for adolescents that may impact their choice for purchasing a product.
2. The study advised Influencers to be less delicate in order to earn the confidence
and trust of their audience. In addition to tact, the influencers should treat their
customers well and with respect.
3. The survey demonstrates that Tiktok Influencers has a slightly stronger influence
on young people comparing to Youtube Influencers, thus customers should

have the privilege to choose the platform that they find the most entertaining and
convenient to use.
4. The researchers came to the conclusion that young consumers should exercise
caution when choosing the products they plan to purchase by conducting product
reviews and paying attention to product details.

APPENDICES
A. PROPOSED PLAN
TITLE 3
Effectiveness of YouTube influencers vs Tiktok influencers product review to

the preference of Youths: Comparative Study
Research Objectives:
(1) To understand the level of impact tiktok and youtube influencers when it
comes to persuading their followers/Subscribers.
(2) To be able to measure the number of young people who trust said influencers
more than the other.
(3) To gain awareness of which of the before mentioned influencers are

succeeding with their own methods of attracting consumers.
Brief Description
To examine the determinants of the success of influencer marketing on the
youth-focused TikTok, the fastest growing social network.
B. REFERENCE
Almonte, D. (2022, October 3). TikTok vs. YouTube: Which Is Better For You?. Search Engine
Journal. https://www.searchenginejournal.com/tiktok-vs-youtube/466185/
Araujo, C., Perater, K., Quicho, A., & Etrata, A. (2022). Influence of TikTok Video Advertisements
on Generation Z’s Behavior and Purchase Intention. INTERNATIONAL JOURNAL OF SOCIAL AND
MANAGEMENT STUDIES (IJOSMAS).
https://ijosmas.org/index.php/ijosmas/article/download/123/102/389
Dietrich, F., & List, C., (2013, September 12). Where do preferences come from?. Springer Link.
https://link.springer.com/article/10.1007/s00182-012-0333-y
Gelati, N., Verplancke, J., (2022). The effect of influencer marketing on the buying behavior of
young consumers: A study of how the purchase intention of young consumers is affected by
brands within the fashion and beauty industries. Digitala Vetenskapliga Arkivet.
https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1668422&dswid=9151
Harlan, M. (2016, July). Constructing Youth: Reflecting on Defining Youth and Impact on
Methods.Researchgate.
https://www.researchgate.net/publication/359333635_Constructing_Youth_Reflecting_on_Defi
ning_Youth_and_Impact_on_Methods/fulltext/637e416737878b3e87d5c49e/Constructing-
Youth-Reflecting-on-Defining-Youth-and-Impact-on-Methods.pdf?origin=publication_detail
Johnson, T. (2022, August 24). TikTok Influencer Marketing: Everything You Need to Know.
Tinuiti. https://tinuiti.com/blog/paid-social/tiktok-influencer-marketing/
Kadam, N., Deshmukh, A., & Kadam, R., (2021, June). A STUDY ON IMPACT OF SOCIAL MEDIA
INFLUENCERS’ ENDORSEMENTS ON THE BUYING BEHAVIOUR OF GEN Z, FOR LIFESTYLE AND

ELECTRONICS PRODUCT CATEGORY WITH SPECIAL REFERENCE TO PUNE CITY. Parikalpana - KIIT
Journal of Management. https://ksom.ac.in/wp-content/uploads/2021/06/218-227Parikalpana-
Vol.17I.pdf?x75894
Lebow, S. (2022, January 19). Marketers increasingly turn to TikTok for influencer marketing.
Insider Intelligence. https://www.insiderintelligence.com/content/tiktok-influencer-marketing
Muñoz, A. (2022). TikTok Influencer Marketing Guide: The Best Strategy + Examples. SocialLadder.
https://socialladderapp.com/blog/tiktok-influencer-marketing/
Nassaji, H. (2015). Qualitative and Descriptive Research: Data Type versus Data Analysis. Language
Teaching Research, 19, 129-132.
https://doi.org/10.1177/1362168815572747
Suvadarshini, A., Mishra, B., (2021). Decision-Making Styles of Youth Consumers in A Multi-
Country Perspective-A Critical Review of Literature. Himalayan Journal.
https://himjournals.com/articles/204_Decision_Making_Styles_of_Youth_Consumers_in_A_Mul
ti_Country_Perspective_A_Critical_Review_of_Literature#
Tyagi N., (2020). Introduction to Statistical Data Analysis. Analytic Steps.
https://www.analyticssteps.com/blogs/introduction-statistical-data-analysis
Viertola, W., (2018). To what extent does YouTube marketing influence the consumer behaviour
of a young target group?. Theseus. https://www.theseus.fi/handle/10024/148638

C. QUESTIONNAIRE
YouTube Influencers in terms of Sales Engagement:
1. YouTube influencers create content that is convincing and unscripted.
2. Given the size of their platform compared to other platforms, YouTube influencers
are more trustworthy sources for product reviews.
3. I frequently take suggestions from YouTube influencers, because they have been
in the industry for a while.
4. Tend to follow recommendations by the YouTube influencers because they work
with creators to develop authentic and honest content promoting brands, services,
or products.
5. YouTube influencers include a short disclaimer in their product reviews.
YouTube influencers in terms of Product Advocacy:
1. Influencers on YouTube, as opposed to TikTok Influencers, offer additional details
about a product.
2. Influencers on YouTube are promoting various products through marketing
campaigns.
3. Influencers on YouTube work more collaboratively to promote their products.
4. Consumers use comments in YouTube reviews to express their feelings and
opinion regarding brand marketing carried out by influencers.

5. Consumers use comments in YouTube reviews to express their feelings and
opinion regarding brand marketing carried out by influencers.
TikTok influencers in terms of Sales Engagement:
1. I have complete trust in TikTok influencers because they prioritize maintaining
customer loyalty over financial gain.
2. TikTok influencers are using hashtags when reviewing a product to identify what
is trending.
3. TikTok influencers offer a unique method of product promotion, such as dancing
or even creating hilarious videos while promoting their product.
4. TikTok Influencers provide useful insights while promoting a product in a short
period of time.
5. TikTok influencers are most trusted because the sales strategy used influencer
campaigns, organic brand content, social commerce features, and paid advertising.
TikTok influencers in terms of Product Advocacy:
1. Influencers on TikTok review products in a more creative way.
2. TikTok influencers expand my knowledge of the product I intend to purchase.
3. TikTok influencers that engage their audience in their materials get the trust of
young people.
4. TikTok influencers most publish product review on regular basis in order to catch
viewers curiosity or contentment
5. I intend to buy a product if it's endorsement from influencers in TikTok rather
than ads.
C. APPROVAL/ REQUEST LETTERS


D. STATISTICAL TREATMENT
Slovin’s Formula
This was used to determine the number of participants on our survey.
Formula: Where, n = Sample size N = Total population e = margin
of error.
Percentage
This is used to evaluate the number of respondents and represent the
demographic profile.
Where: P= f/n × 100 P= percentage, f= frequency, n= total number of respondents
Weighted Mean
To quantify by the research and inspect the response to the Likert
Where: w= weight, f= frequency, n= total number of the
respondents, £= summarization, wm= weighted mean
Likert Scale
youth.
Table 2: Table of Interpretation of Youths’ Perception
Independent t-test
This statistical treatment was used in this study to test whether there is a significant
difference between youtube and tiktok influencers to the preference of youth.
Formula:
where �� pooled standard deviation, �� and �� are the means of two independent
samples, �� and �y are the sample sizes, and �2x and �2y are the standard
deviations of two independent samples.

E. CURRICULUM VITAE




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Republic of the Philippines 1

Senior High School Department

A Comparative Study: Preference of Youth between the Product review of

Youtube and Tiktok Influencers

A Senior High School Thesis Presented to the Faculty at

Cabuyao Institute of Technology

In Partial Fulfillment of the Requirements for the

Accountancy Business and Management

CASTILLO, DARRIELLE JAY B.

CO, NICOLLE MAXINE C.

FORTUNO, SHAINA MAE R.

ORTEGA, EUNICE JOY M.

PALARUAN, CHERRYAN NICOLE V.

Senior High School Department

Business and Managment, this thesis entitled: “A Comparative Study: Preference

of Youth between the Product review of Youtube and Tiktok Influencers”

NICOLE V., is hereby recommended for corresponding Oral Examination.

COMMITTEE ON ORAL EXAMINATION

Approved and accepted by the Committee on Oral Examination with a grade

Senior High School Department

Accepted and approved in partial fulfillment of the requirements for the

Senior High School.

July 10, 2023 ______GEORGE V. LAMBOT______

Date Principal, Senior High School

Senior High School Department

Study: Preference of Youth between the Product review of Youtube and

PALARUAN, CHERRYAN NICOLE V., has been edited by the undersigned.

Senior High School Department

Study: Preference of Youth between the Product review of Youtube and

PALARUAN, CHERRYAN NICOLE V., has been statistically reviewed by the

Senior High School Department

LANGUAGE EDITOR CERTIFICATION

Study: Preference of Youth between the Product review of Youtube and

Senior High School Department

complete participation of the chosen grade 11 respondents as well as our statistician,

Senior High School Department

This study is wholeheartedly dedicated to our beloved parents, who have

healthy life. All of these, we offer to you.

Senior High School Department

of influencers in young consumer purchase decisions, as well as the effectiveness of

honest, interactive, persuasive and credible influencers to minimize the negative

to determine the most effective influencers for various categories.

Senior High School Department

TITLE PAGE ……………………………………………………………………………………………………….. i

APPROVAL SHEET ................................................................................. ii

ADVISER’S CERTIFICATION …………………………………………………………………………..… iv

STATISTICIAN CERTIFICATION ……………………………………………………………………….. v

LANGUAGE EDITOR CERTIFICATION ………………………………………………………………. vi

ACKNOWLEDGEMENT ………………………………………………………………………………………. vii

DEDICATION …………………………………………………………………………………………………… viii

TABLE OF CONTENTS …………………………………………………………………….…………………. x

LIST OF FIGURES ………………………………………………………………………………………….… xiii

LIST OF TABLES ……………………………………………………………………………………….……… xiv

1 THE PROBLEM AND ITS BACKGROUND …………………….……. 15

BACKGROUND OF THE STUDY ………………………………….. 16

CONCEPTUAL FRAMEWORK ……………………………………….. 19

STATEMENT OF THE PROBLEM …………………………..…….. 19

NULL HYPOTHESIS …………………………………………………… 20

Senior High School Department

SCOPE AND DELIMITATION ……………………………………. 20

SIGNIFICANCE OF THE STUDY ………………………………… 21

DEFINITION OF TERMS …………………………………..……… 22

2 REVIEW OF RELATED LITERATURES AND STUDIES……… 25

July 10, 2023 GEORGE V. LAMBOT