Relationship Between Students’ Product

Preference and Perception towards

YouTube Vloggers
Group 4
Gorumba, Melwel Arcel
Canlas, Nescille Irene
Carillo, Noime
Dimaculangan, Angel Mae
Perez, Alyanna Gothic
 CONTENTS
Angel Mae Melwel Arcel
Dimaculangan Gorumba

II IV

I III V
Irene Nescille Alyanna Gothic Noime Carillo
Canlas Perez
 CHAPTER 1
The Problem and Its Background
Introduction
Traditional marketing has always been a go-to way of advertising that
companies and brands use to raise awareness to the public for years ever since the
1920s. But with the rise of social media, new opportunities for companies and
brands rose to prominence.
Social media further helped in these promotions because companies can reach
and connect to a bigger population of potential consumers. Rising social media
icons also became influencers with their content being sponsored by companies to
further promote the company’s product.
Background of the Study
YouTube is known as one of the fastest developing medium in history.
Over the past few years in the Philippines, Youtubers have stabilized their
status as true influencers on their audiences. Marketers have been able to find a
new way to use YouTube for marketing means through YouTubers as content
providers and began to replace traditional marketing media celebrities. The
empirical study aims to understand the impact of Filipino YouTubers on the
purchasing habits and consumer preferences of their audience.
Theoretical Framework
A theory that emphasizes learning from social environment is the social
cognitive theory by Miller and Dollard (1941). This theory focuses on
learning by observing others that occurs within a social context (Hurst, 2016).
The theory is applied in many different areas like mass media and marketing.
One of the example of the application of this theory is the use of celebrities,
such as Youtubers, to market and introduce products to certain demographics
because of their capability and power to shape audience behaviors and
actions.
 Conceptual Framework
INPUT
• Demographic profile
• Time allotted for
watching Youtube PROCESS OUTPUT
vlogs
• Assessing the impact
• Survey • Impact of Youtube
of Youtube vloggers in Questionnaires vloggers to student's
the student's product product preference.
preference in terms of
credibility, informative,
hedonic/pleasure and
materialism.
Statement of the Problem
1. What is the respondent’s profile in terms of:
1. Sex
2. Age
2. How much time does the respondent spend on watching Youtube
vloggers?
3. What are the reasons as to why the respondents watch Youtube
vloggers?
Statement of the Problem
4. What types of products do the respondents usually see Youtubers
endorse in their videos?
5. What is the perception of the respondents towards Youtube
vloggers in terms of:
1. Credibility
2. Informative
3. Materialism
4. Hedonic/Pleasure
Objectives of the Study
1. Determine how effective Youtube celebrities market product to their

audience.

2. Identify the factors that influence the viewer’s purchasing decisions.

3. Determine how the students view online advertising through Youtube

vloggers.
Hypothesis
At 0.05 level of significance, the researchers hypothesize that
there is no significant relationship between the perceptions of
PUPSHS ABM students towards Youtube vloggers and their product
preferences.
Significance of the Study
Students. The students would have an information about how their
perceptions towards YouTube vloggers affect their purchasing decision by
watching their vlogs.

Youtube Vloggers. The result of the study would help them improve their
way of promoting or advertising a product for them to gain different
advertisements and to be more become an effective influencer to their
viewers. Also, they would know the reason behind why viewers watch
YouTube vlogs.
Significance of the Study

Future Researchers. The findings of the study will serve as a reference

material and a guide for future researchers who wish to conduct the same
research study, or any study related to the product preference and perception
of the students towards YouTube vloggers.
Limitations of the Study
The study assesses the relationship between the students’ perception of
YouTube vloggers and their product preferences during the first semester of
the school year 2019-2020. This study started on November 2019 and it
involves 150 selected participants from Polytechnic University of the
Philippines Condotel Building. The respondents of the study were limited to
ABM Senior High School Grade students who are attending the morning and
afternoon session and are currently occupying both third and fourth floor rooms
in PUP Condotel Building.
Operational Definition Of
Variables
Youtube Vloggers - Content creators from Youtube with a large amount if
subscribers who are being sponsored by companies to
promote their products.

Influencers - Celebrities, artists, athletes, and content creators who are being
paid by a company to promote the company’s product.

Loyalty - Dedication of consumers to repeatedly buy a company’s product or

service.
Operational Definition Of
Variables
Product positioning - One of the seven marketing mix, it is where the
brand occupies the consumer’s mind to further
distinguish its products from other competitors.
Product Preference - When a consumer chooses a specific product over
other available products.
Operational Definition Of
Variables
Social media - Online applications and websites such as Youtube,
Twitter, Instagram, Facebook, and many more where people
can share, communicate, and follow in a virtual community.
Youtube - A social media app, it is where content creators can post
videos such as reviews, vlogs, films, and many more kinds
of video that are watched by their subscribers.
 CHAPTER 2
Review of Related Literature and
Studies
Daily Diaries: Why The Influencer Culture Is
Getting More And More Problematic
Mendiola (2018) said that influencer culture become more and more
problematic each day wherein people put their trust to those people who
they believed are genuine. According to him, everyone can be an influencer
and can be influenced by these influencers.
Psychological Factors Affecting Consumer
Behavior
Various factors that influence consumer buying behaviour are strongly
understand by the successful businesses. According to Callwood (2013),
psychological factors that influence an individual's decision to make a
purchase are further categorized into the individual's motivations,
perceptions, learning and his beliefs and attitudes.
Impact of Social Media Influencers

Chea, Lim, Radzol, and, Wong (2017) conducted a research to identify

the impact of social media influencers on purchase intention and the
mediation effect of customer attitude. The study is designed to investigate
the effectiveness of social media influencers, mainly focusing on source
credibility, source attractiveness, product match-up, and meaning transfer.
Word-of-Mouth or Electronic Word-of-Mouth
According to Catedrilla (2017), due to the rise of social media platforms
in the Philippines, new opportunities rose for business entrepreneurs to
allow them to expand their markets and attract new potential customers that
leads to the rise of social commerce. Based on the findings that Catedrilla
(2017) gathered, through word-of-mouth, now electronic word-of-mouth if
it’s in a digital context, and observing other people’s purchasing decision
can greatly influence a consumer’s purchasing intent.
CHAPTER 3
Methodology
Research Design
Quantitative research method is the corresponding research design used
in this study. The sole purpose of this study is to investigate the relationship
between consumer’s attitude towards online advertising (credibility,
informative, materialism and hedonism) and student’s product preference.
Research Instrument
In this research, the questionnaire is the research instrument utilized.
This instrument serves as an efficient way of collecting responses or data
from a large sample prior to quantitative analysis.
Setting of the Study
The study is conducted at the Polytechnic University of the Philippines
Condotel Building.
Sampling Design
Non-probability sampling was utilized by the researchers because it has
no sampling frame yet the probability that any individual selected into the
sample is still unknown and unequal. In this study, convenience sampling was
used. Convenience sampling is where the researchers choose the
respondents that are easiest to obtain the data.
Sampling Respondents
One hundred fifty ABM students from Condotel Building were
designated as the respondents for this study. Convenience sampling was
utilized in choosing the sample.
Data Analysis
The researchers has utilized the following statistical tools for the
treatment of data.

• Frequency Distribution

• Weighted Mean

• Pearson’s Correlation Analysis

 CHAPTER 4
Presentation, Analysis, and
Interpretation of Data
 Table 2
Frequency and Percentage Distribution of Respondents
in Terms of Sex

Sex Frequency Percent

Female 106 70.7
Male 44 29.3
Total 150 100.0
 Table 3
Frequency and Percentage Distribution of
Respondents in Terms of Age

 Age Frequency Percent

12-years and below 0 0
13 - 15 years old 3 2.0
16 - 18 years old 132 88.0
19 –years old and above 15 10.0
Total 150 100.0
 Table 4
Frequency and Percentage Distribution of Respondents in
Terms of the Number of Hours Spent Watching YouTube
Vloggers
 Number of Hours Spent Frequency Percent
Less than an hour 53 35.3
1 - 2 hours 49 32.7
2 - 3 hours 32 21.3
More than 3 hours 16 10.7
Total 150 100.0
 Table 5
Frequency and Percentage Distribution of Respondents in Terms of
the Reasons as to Why They Watch YouTube Vloggers

Reasons as to Why They Watch YouTube

Frequency Percent
Vloggers
Leisure and Entertainment 103 68.7
To obtain information 27 18.0
To follow celebrities 15 10.0
Others 5 3.3
Total 150 100.0
 Table 6
Frequency and Percentage Distribution of Respondents in
Terms of the Products that They Usually See Being Endorsed
by YouTube Vloggers
 Products Usually Endorsed by YouTube
Frequency Percent
Vloggers
Gadgets 20 13.3
Beauty products 60 40.0
Food 40 26.7
Clothing 20 13.3
Others 10 6.7
Total 150 100.0
 Table 7
Perception of Respondents Towards
YouTube Vloggers in Terms of Credibility

 Credibility Weighted Mean Verbal Interpretation

YouTube vloggers are credible. 3.32 Neither Agree nor Disagree

YouTube vloggers are trustworthy. 3.33 Neither Agree nor Disagree

YouTube vloggers are believable. 3.75 Agree

YouTube vloggers are convincible. 3.94 Agree

Overall 3.59 Agree

 Table 8
Perception of Respondents Towards YouTube vloggers in
Terms of Informativeness
Informativeness  Weighted Mean Verbal Interpretation
YouTube vloggers are valuable sources of
3.63 Agree
information about products/services.
YouTube vloggers tell me which brands
3.94 Agree
have the features I am looking for.
YouTube vloggers keep me up-to-date
about products/services that are available 4.17 Agree
in the marketplace.
YouTube vloggers provide complete
information that assist me in decision 3.66 Agree
making.
Overall 3.85 Agree
 Table 9
Perception of Respondents Towards YouTube
Vloggers in Terms of Materialism

 Materialism Weighted Mean Verbal Interpretation

YouTube vloggers are making us a
materialistic society – overly
3.65 Agree
interested in buying and owing
things.
YouTube vloggers promote
4.03 Agree
awareness on branded goods.
Overall 3.84 Agree
 Table 10
Perception of Respondents Towards YouTube Vloggers in
Terms of Hedonism/Pleasure

 Hedonism/Pleasure Weighted Mean Verbal Interpretation

I feel pleasure in thinking about

Neither Agree nor
what I saw or heard in YouTube 3.39
Disagree
vlogs.
Most of the time, YouTube
4.15 Agree
vloggers are funny and enjoyable.
Overall 3.77 Agree
 Table 11
Student’s Product Preference
 Product Preference Weighted Mean Verbal Interpretation
I would consider buying the product after
watching videos of my favorite YouTube 3.36 Neither Agree nor Disagree
vlogger.
I trust the reviews of a product from
YouTube vlogger that’s why I want to 3.54 Agree
have it too.
Whenever I see a product my favorite
vlogger is endorsing, I add it to my 3.00 Neither Agree nor Disagree
buying list.
If a YouTube vlogger endorses a product
that is already in my buying list, I buy it 2.83 Neither Agree nor Disagree
immediately.
Overall 3.18 Neither Agree nor Disagree
 Table 12-15
Correlation Between Their Perception Towards YouTube Vloggers in
Terms of Credibility, Informativeness, Materialism, and
Hedonism/Pleasure and Their Product Preference

Product Preference
 
Correlation
p-value Decision Remarks
Coefficient

Credibility .46 <.00 Reject Ho Significant

Informativeness .50 <.00 Reject Ho Significant

Materialism .34 <.00 Reject Ho Significant

Hedonism / Pleasure .59 <.00 Reject Ho Significant

 CHAPTER 5
Summary of Findings, Conclusion,
and Recommendations
Summary of Findings
The findings show that the respondents perceive YouTube vloggers as
credible and informative, they also introduce materialism to the audience.
The respondents feel pleasure by watching vlogs and they neither agree nor
disagree that YouTube vloggers have an effect to their product preference.
Conclusion

After the results are tabulated, analyzed, and interpreted, the researchers
concluded that the perception of a student towards YouTube vloggers has a
significant relationship with the student’s product preference.
Recommendations
1. To not limit the population size to ABM students, but to include other
strands such ICT, STEM, HUMSS, etc., in the population to accurately infer
treated data;
2. To propose a new theory or find more theories that can support this thesis
for future studies;
3. To gather more information from local and international sources to
accurately infer treated data; and
4. To use more appropriate statistical tools to properly treat data and come
up to an accurate conclusion.
End of the Presentation!