The effectiveness of social media Influencers on consumer buying behavior for mobile marketing trends among PLM Marketing Students

ABSTRACT This study aims to examine the effectiveness of social media influencers on consumer buying behavior in the context of mobile marketing trends, with a focus on marketing students at Pamantasan ng Lungsod ng Maynila (PLM). The research investigates the demographic profile of the respondents, explores the variables influencing buying behavior, and tests the research hypotheses regarding the effectiveness of social media influencers. The study adopts a descriptive research design and collects data through in-person and online surveys administered to marketing students at PLM. The findings reveal significant insights into the psychographic aspects of social media influencers and their attractiveness in influencing consumer buying behavior. Specifically, the study identifies the importance of influencers' personality, lifestyle, and attitudes in shaping consumer decisions. The number of likes, reactions, and comments received by influencers emerges as a significant indicator of their impact on purchasing decisions. Moreover, the study highlights Facebook as the most frequently used social media platform among the respondents. The researcher have consulted with a statistician validator to use an appropriate statistical tool appropriate for the study. The researchers leverage the percentage distribution for the demographic of the respondents, average weighted mean for the variables related to psychographic profiles and attractiveness of social media influencers, and including the chi-square test, to dermine whether there is a relationship between the age and gender of the respondents to the vanous categorical variables of the study. The statistical analysis results, including the chi-square have found to support the rejection of the null hypothesis for variables related to the prychographic profiles of social media influencer, and all variables under the attractiveness of socul media influencers has indicated to have a significant influence on consumer buying behavior. However, for variables of Interest and Perception under the psychographic profiles of social media influencers, there is an insufficient evidence to conclude that there is an effect or impact on consumer purchasing decisions. These findings underline the needs for influencer to pay attention to their personality exhibition and further enhance their communication skill to increase credibility and social proof among potential consumers. This study will contributes to the growing body of research on influencer marketing and emphasizes its effectiveness in influencing consumer-buying behavior in the mobile marketing context. The findings offer valuable insights for marketers and influencers to optimize their strategies and effectively leverage social media platforms, particularly Facebook, to reach a wider audience. Ultimately, this study provides actionable recommendations for marketers to enhance the effectiveness of influencer marketing and capitalize on the potential for increased revenue in mobile advertising. Keywords: social media influencers, mobile marketing, consumer buying behavior, psychographics, attractiveness, Facebook, marketing students.

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ABSTRACT This study aims to examine the effectiveness of social media influencers on consumer buying behavior in the context of mobile marketing trends, with a focus on marketing students at Pamantasan ng Lungsod ng Maynila (PLM). The research investigates the demographic profile of the respondents, explores the variables influencing buying behavior, and tests the research hypotheses regarding the effectiveness of social media influencers. The study adopts a descriptive research design and collects data through in-person and online surveys administered to marketing students at PLM. The findings reveal significant insights into the psychographic aspects of social media influencers and their attractiveness in influencing consumer buying behavior. Specifically, the study identifies the importance of influencers' personality, lifestyle, and attitudes in shaping consumer decisions. The number of likes, reactions, and comments received by influencers emerges as a significant indicator of their impact on purchasing decisions. Moreover, the study highlights Facebook as the most frequently used social media platform among the respondents. The researcher have consulted with a statistician validator to use an appropriate statistical tool appropriate for the study. The researchers leverage the percentage distribution for the demographic of the respondents, average weighted mean for the variables related to psychographic profiles and attractiveness of social media influencers, and including the chi-square test, to dermine whether there is a relationship between the age and gender of the respondents to the vanous categorical variables of the study. The statistical analysis results, including the chi-square have found to support the rejection of the null hypothesis for variables related to the prychographic profiles of social media influencer, and all variables under the attractiveness of socul media influencers has indicated to have a significant influence on consumer buying behavior. However, for variables of Interest and Perception under the psychographic profiles of social media influencers, there is an insufficient evidence to conclude that there is an effect or impact on consumer purchasing decisions. These findings underline the needs for influencer to pay attention to their personality exhibition and further enhance their communication skill to increase credibility and social proof among potential consumers. This study will contributes to the growing body of research on influencer marketing and emphasizes its effectiveness in influencing consumer-buying behavior in the mobile marketing context. The findings offer valuable insights for marketers and influencers to optimize their strategies and effectively leverage social media platforms, particularly Facebook, to reach a wider audience. Ultimately, this study provides actionable recommendations for marketers to enhance the effectiveness of influencer marketing and capitalize on the potential for increased revenue in mobile advertising. Keywords: social media influencers, mobile marketing, consumer buying behavior, psychographics, attractiveness, Facebook, marketing students.

Filipiniana

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