THE INFLUENCE OF FILIPINO YOUTUBERS IN THE
PURCHASING DECISION OF HUMSS STUDENTS
IN SAN SEBASTIAN COLLEGE- RECOLETOS DE CAVITE
A thesis proposed to the
College of Arts Sciences and Nursing
San Sebastian College Recoletos de Cavite
In Partial Fulfillment of the requirements for the Degree
Bachelor of Arts in Communication
Augusto, Daniel John C.
Jocson, Gianna Kaylee F.
Miranda, Airhianne A.
Tamio, Fatima A.
Villegas, Aaron Dale C.
THE PROBLEM AND ITS SETTING
The internet has quickly grown to be the fastest growing medium in history. Businesses are using different social media sites as marketing tools since that is where the consumers talk, share and create video content for their audience. One of the most popular sites nowadays is YouTube. It is popularly known as a video sharing site. Where people can share the content they want to present for as long as it follows the YouTube’s terms and conditions.
In the Philippines, the YouTubers, who make video content on YouTube, become famous when it comes to their product reviews and they also have an opportunity to entertain and share their personal perception to their audience. YouTube became one of the most famous social media platforms that people can rely to when it comes to product reviews.
Today, people use YouTube to find accurate and unbiased reviews about the products that they are most interested to. This research endeavors to identify how YouTubers change the behavior of the Humanities and Social Sciences students. The researchers would like to know how they behave on YouTube and what roles does the YouTubers play in their lives. Also, YouTubers are influencers, they address their influences on the behavior of Humanities and Social Sciences students and lastly, the YouTubers create awareness on how they share their honest reviews to their audience
THEORETICAL FRAME WORK
Cultivation Theory argues media shapes a person’s sense of reality. Because many acquire information through mediated sources rather than direct experience, their world view becomes influenced by these sources.
According to George Gerbner cultivation Theory argues media shapes a person’s sense of reality. Because many acquire information through mediated sources rather than direct experience, their world view becomes influenced by these sources.
The theory questioned every media technological development. In the last six decades, the mass communication field witnessed the propagation of cable, satellite, video games and most recently social media.
Researchers believed that cultivation theory will emphasize how do these Filipino YouTubers affect the purchasing decision of HUMMS Students in SSC-RdC and what are the factors why factors influencing Senior High School with HUMSS track buying behavior?
This conceptual framework describes the development of YouTube as one of the advertising companies in the Philippines. Filipino YouTubers create video content about lifestyle, beauty, entertainment, and product reviews. Paragraph 1.1 focuses on the behavior of the Humanities and Social Sciences students of San Sebastian College- Recoletos de Cavite on YouTube. Meanwhile, Paragraph 1.2 discusses the influences of the YouTubers to the buying behavior of the Humanities and Social Sciences students of SSC-RdC and Paragraph 1.3 targets the awareness brought by the YouTubers themselves to their audience.
Behavior of the Humanities and Social Sciences students in San Sebastian College- Recoletos de Cavite on YouTube
YouTubers change the mindset of their audience in their perception of purchasing decision by convincing them to buy the certain product that they are promoting. Thus, the YouTubers also help the companies in giving honest reviews in their products.
1.2 Influences of YouTubers to the future media practitioners
Humanities and Social Sciences students can become the future media practitioners in the Philippines because some of them might take up AB Communication as their degree program in college. Being in front of the camera, brands and creators collaborate for branded and unbranded content endorsements on YouTube.
YouTubers raising awareness to the Humanities and Social Sciences students in San Sebastian College- Recoletos de Cavite
YouTubers not only entertain their viewers but they also raise awareness by sharing their personal experiences and thoughts about a specific product. The viewers expect them to be honest about their reviews because they rely on their feedbacks especially if the product has a good or bad quality.
STATEMENT OF THE PROBLEM
YouTube became a popular venue to market different kinds of products and this is an opportunity for YouTubers to instantly become an advertiser. Product sponsorships are now prevalent in YouTubers who reached a large number of followers. In the Philippines which is dubbed as the “Social Media Capital of the World”, it’s no wonder that it has become a hotspot for social media marketing to prosper. Filipino YouTubers like Janina Vela, Lloyd Cadena, and Cong TV took this opportunity to advertise their endorsements and own products. This research aims to determine the influence of Filipino YouTubers in the purchasing decision of Senior High School students in San Sebastian College-Recoletos de Cavite specifically those who take the HUMSS strand. Moreover this research seeks to answer the following problems:
What are the factors influencing Senior High School with HUMSS track buying behavior?
What encourages the viewers to trust these YouTubers?
How do these Filipino YouTubers affect the purchasing decision of HUMMS Students in SSC-RdC?
SCOPE AND DELIMITATION
The study aims to know the influence of a YouTuber on the purchasing decision of Senior High School Students with HUMSS track (Humanities and Social Sciences) in San Sebastian Recoletos de Cavite focusing on what pushes the viewers on trusting a YouTuber and how do these YouTubers changed the marketing industry in the Philippines. The researchers will hand out survey questionnaire to selected Senior High School with HUMSS track.
The study will mainly identify and asses the different influences that affects the purchasing behavior of the college students. Also, this study yearn to identify on how can the researchers develop and assist them to be more vigilant and observant before buying a certain product on the internet which is endorsed by a certain YouTuber.
SIGNIFICANCE OF THE STUDY
This research provide benefits that are relevant to the people addressed by the study. Thus, the researchers aim to study the Influence of YouTubers in Purchasing Decision of Millennials in order to benefit not only the researchers but also the following persons:
To the YouTube Website as the research will emphasize how YouTube website became a new platform for marketing and advertising a particular product.
To the Marketing and Corporate Communications as they can use this to figure out how YouTuber can influence the purchasing decision of an individual
To the YouTube Content Creator, this research will cite different reasons that could be useful in making a content that will create positive engagement with their viewers
To the San Sebastian College-Recoletos de Cavite Administrator as this research will help them open and see the possibilities of using YouTubers to advertise the institution to the future students.
To the Future Researchers, results of this study will be a great value for future researchers because through this, they may acquire ideas to continue and expand the research.
DEFINITION OF TERMS
Advertisement: is an announcement online, or in a newspaper, on television, or on a poster about something such as a product, event, or job.
Millennials: The term Millennials generally refers to the generation of people born between the early 1980s and 1990s, according to the Merriam-Webster Dictionary. Some people also include children born in the early 2000s.
Product Sponsorship: is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor, is known as sponsor.
YouTubers: a frequent user of the video-sharing website YouTube, especially someone who produces and appears in videos on the site.
YouTube: is a video sharing service where users can watch, like, share, and comment and upload their own videos.
Vlog: Vlog stands for a video blog or video log and refers to a type of blog where most or all of the content is in video form.
Vlogger: A person who records them self-talking about their life and uploads it to various video sites. (Video Blog)
REVIEW RELATED LITERATURE
This chapter presents the gathered researches from different sources. These study will be used as a guide and support to our research. Our literature starts with the information about mass media as well as the online advertising and advertising criticism, Progress of Advertising in the Philippines, social media as a platform and YouTube as a new advertising.
According to Beckert, (1992) Media messages can serve more than one purpose. Most messages can be classified by purpose: to inform, to persuade, or to entertain. They seek to inform you about language, science, and history. Other messages are supposed to persuade, to change people’s mind or to move them to act.
History of Advertising
Advertising started to become a serious business and it wasn’t long before people started to offer themselves as specialists in advertising – the earliest known record of an advertising agency dates back to 1786. It became a major force in capitalist economies in the mid-19th century, based primarily on newspapers and magazines. In the 20th century, advertising grew rapidly with new technologies such as direct mail, radio, television, the internet and mobile devices. CITATION The07 l 13321 (Openlearnteam, 2007)Advertising is “a paid, mediated, form of communication from an identifiable source, designed to persuade the reader to take some action, now or in the future.” The term “mediated” means, simply, that some medium like television or newspaper or even the Internet conveys the message from sender to receiver, as opposed to direct “in-person” communication. The term “identifiable source” distinguishes advertising from wholly anonymous communications, such as those found in some unsolicited e-mail. The “action” can be buying a product or service, but it also can be directed at voting behavior during an election, or it might even entail not-for-profit social behavior like recycling, saving your money, saving the whales, or preventing abortion. CITATION Ter15 l 13321 (Daugherty, Richards, & Logan, 2015).
Advertising plays an important role in our everyday life. It mainly determines the image and way of life and it has an impact on our thinking as well as on the attitude towards ourselves and the world around us. Advertising shows us ready forms of behavior in a certain situation. It determines what is good and what is bad. We buy what people say or “advise”. CITATION Fen10 l 13321 (Fennis, 2010)B.1. How media is used to persuade viewers
The internet has the potential to be the best sales tool- the best advertising and direct marketing vehicle ever devised according to Los Angeles Times media critic David Shaw.
One of the purpose of media is to persuade. “Advertising stimulates consumer to try a new product” (Viagi, 2000). No matter how big the budget is, advertising can succeed only if it gains attention of communities well. Proper messages and contents on advertising are vital in today’s costly and cluttered advertising environment CITATION DeM10 l 13321 (De Mooij ; Hofstede, 2010). Advertising value through YouTube affects both brand awareness and purchase intention of consumers accordingly.
Advertising is a form of communication that seeks to influence the behavior of a defined target audience. It develops and place any kind of message with the ultimate intention of persuading a group to take a specific action such as buying a product can be considered an ad. CITATION Kar18 l 1033 (Cook, 2018)Advertising value, defined as “a subjective evaluation of the relative worth or utility of advertising to consumers”, therefore, it is used as a useful tool for measuring the effectiveness of advertising CITATION Edw13 l 13321 (Edwards et al. ; Rao ; Minakakis, 2013). Consumers find the value of advertising when advertised message is relevant to their needs. Moreover, the value of advertising exchange between advertisers and consumers through content when advertising works effectively CITATION Gol l 13321 (Golding). Thus, advertising value can be indicated as an overall assessment and representation of the worth of advertising on social media.
Progress of Advertising in the Philippines
The Philippines made considerable progress both in quantity and kinds of advertising media. According to CITATION Int18 l 13321 (Administration, 2018) most of the leading advertising agencies in the country are affiliated with international agencies. Advertising in the Philippines has evolved beyond traditional tri-media outfits (print, TV and radio). Local advertisers now also use electronic billboards, web advertising, mass transit or public transport advertising, special events and product launches, direct marketing, social media promotion, and other tools to promote their products. The use of other social networks such as YouTube, Facebook etc. have also gained momentum in reaching niche markets for consumer brands, especially among young people.
Background of YouTube
YouTube is an American video-sharing website headquartered in San Bruno, California. Three former PayPal employees—Chad Hurley, Steve Chen, and Jawed Karim—created the service in February 2005. Google bought the site in November 2006 for US$1.65 billion; YouTube now operates as one of Google’s subsidiaries. CITATION Nav17 l 13321 (Singh, 2017). YouTube is a content community that was founded in 2005 which allows users to post, view, comment, rate, share, report, subscribe to other users and link to videos on the site. It is the third most visited website in worldwide, with recording over one billion monthly visitors who watch more than six billion hours of video monthly, and are highly engaged in liking, sharing, and commenting on videos on YouTube as well as upload 100 h of new video every minute in this website CITATION Bra08 l 13321 (Bradshaw, 2008).
The YouTube was built and continue to transform as a media system in the economic and social context of broader media and technological change. CITATION Bur09 l 1033 (Burgess & Green, 2009)It offers a wide variety of user-generated and corporate media videos. Available content includes video clips, TV show clips, music videos, short and documentary films, audio recordings, movie trailers, live streams, and other content such as video blogging, short original videos, and educational videos. Since its creation in 2005, YouTube has grown and evolved into one of the biggest sites on the internet. It has been the host of countless viral videos and it continues to attract users to its bottomless variety of content. The strength of YouTube is in the freedom it grants its users to create and explore around the site. Its many features allow users to utilize the site in a variety of ways. CITATION Ken18 l 13321 (Hanly, 2018)YouTube as a new advertising platform
There is no denying the good business sense behind the idea of using YouTubers as brand influencers. For the online stars this is an excellent way of getting extra income or of receiving gifts such as clothes or even holidays. For the companies, well they instantly get access to a huge fan base that adores the star and have similar interests with the topic at hand and could realistically be influenced by them. CITATION Jad17 l 1033 (Jade, 2017)YouTube remains a popular video platform with millennials, coming in as the third most popular social media platform for daily use, according to separate research by UBS Evidence Lab cited by Kirkpatrick CITATION Dav17
l 13321 (2017).
When it comes to paid advertising on social platforms, YouTube is the clear winner in introducing new products and helping consumers make their purchasing decisions, according to a new study Aol Platforms CITATION Ste14 l 13321 (Rogers, 2014).
Being introduced to a product via social media is considered the ‘first’ stage of the purchasing decision. The ‘middle’ of the buying cycle is where consumers may see re-targeting ads or other marketing efforts to drive them back to the product they were initially interested in. CITATION Ste14 l 13321 (Rogers, 2014)In the ‘last stage, consumers will often search for the product they’ve been introduced to in the first stage or that they’ve researched or been re-exposed to in the middle and are now ready to buy. Importantly, though, consumers don’t follow this path in a linear fashion — purchases are made at all stages of the process. CITATION Ste14 l 13321 (Rogers, 2014)What Aol Platforms’ study shows is that YouTube is strongest at both introducing new products and helping to close the sale in the last stage. Facebook is the second best platform for introductions and purchases, with Google+ coming in third. Interestingly, they also noticed YouTube’s brand strength for advertisers in the mobile app space as well. CITATION Ste14 l 13321 (Rogers, 2014)Rodriguez CITATION Pau17
l 13321 (2017) stated the effects of the ad length, positioning, and context congruity in an online video advertising context. The study found that ad length did have an effect in brand recognition, where the longer ads were more recognized and memorable. The study also found that if the advertisement was related to the video the user was about to observe, the brand recognition and effectiveness increased. Overall, the study showed that ad length and context were crucial for brand recognition and effectiveness.
YouTube in the Philippines
YouTube is already such a famous and powerful website. According to Google’s Director of Product Management Adam Smith, “Filipinos account for a lot of views in the Southeast Asia with tens of millions of views in a day.” This makes it PERFECT to launch YouTube here in the Philippines. YouTube Philippines offers a local interface to easily and quickly find videos most relevant to Filipinos as well as expanded content from local and global partners. CITATION Che11 l 13321 (Golangco, 2011)YouTube is one of the Filipinos taking to gain access to said fame and fortune and have taken it to such heights that they’ve become something short of a household name. CITATION Pri17 l 1033 (Primer, 2017)Google executives said the site would create a new online space for the Filipino community. YouTube Philippines also gives local creators and brands the opportunity to increase exposure not only nationwide but globally as well. CITATION Riz l 13321 (Olchondra, 2011)Official content from Filipino media companies ABS-CBN, GMA Network Inc., and TV5, which have partnered with YouTube, would be available at the localized site. In the past, Philippines-based creators could enjoy millions of views worldwide and yet could not earn from possible advertising placements, even if they wanted to.
The launch of the localized site had Google establishing a sales team for the Philippine market, executives said. This team would deal with content creators through the YouTube Partner Program CITATION Riz l 13321 (Olchondra, 2011)The program web site encourages potential content partners to reach billions of viewers around the world, “make a living on YouTube through our numerous targeted advertising revenue solutions,” use YouTube’s analytical tools and funding opportunities to produce even better content, and get creative control by securely managing copyrighted content. Potential YouTube partners must create original videos suitable for online streaming, regularly upload content, and give express permission to use and monetize all audio and video content uploaded “no exceptions.” Content providers may also publish popular or commercially successful videos in other ways such as through DVDs and other products sold online. CITATION Riz l 13321 (Olchondra, 2011)Advertising Criticism
There are a lot of criticisms of advertising Beckert (2018) stated that advertising makes people feel inadequate and leads them to buy unnecessary products or spend more than they can afford. As you have seen, the image of an ad can play on your fears and make it seem as if personal and social problems will go away if you use certain products. Another is that advertising takes unfair advantage of children. Since children are not yet capable of sound judgment, how can they resist the barrage of messages urging them to eat sugary cereal, wear expensive clothes, and buy toys that are spinoffs from the show? Critics say they can’t. It also stated that advertising is full of false and misleading messages. Deliberately fraudulent advertising is illegal, but government regulatory agencies can act only after an ad has appeared. Then the process is so time-consuming that often before a complaint can be issued, the offending ad has been replaced by new campaign.