IMPACTS OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A CASE STUDY IN DAVAO CITY, PHILIPPINES

Abstract

The researcher aims to understand how the public perceives advertisements and the influence of social media influencers on consumer behavior in Davao City, Philippines. By using a quantitative research approach, they conducted a questionnaire survey using a snowball sampling method, involving 156 respondents, mainly cyber-consumers aged 17 and above. The study discovered that online word-of-mouth advertising significantly impacts consumers' decision-making processes, with social media influencers playing an important role in shaping consumers' views on products. This study adds to existing literature by providing notes on the impact of contemporary advertising and validating the effectiveness of social media influencer marketing in influencing consumer behavior. Article visualizations: