Influencer Marketing and Online Buying Behavior of Selected in University of Rizal System (Record no. 83688)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02003nam a22001697a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | URS |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250721101004.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250721b |||||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Aralar, Karl Stephen L. |
| 245 ## - TITLE STATEMENT | |
| Title | <a href="Influencer Marketing and Online Buying Behavior of Selected in University of Rizal System">Influencer Marketing and Online Buying Behavior of Selected in University of Rizal System</a> |
| Remainder of title | Cedrick Jason A. De Leon, Charise Mae G. Rodriguez, Ronalyn P. Tono |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc | 2025 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xv, 110 |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Thesis |
| Degree type | Bachelor of Science in Business Administration Major in Marketing Management |
| Name of granting institution | URS Binangonan |
| Year degree granted | 2025 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | This study explores the influence of influencer marketing on the online buying behavior of selected students from the University of Rizal System in the 2nd District of Rizal, specifically in the campuses of Morong, Cardona, and Tanay. While previous studies have investigated the general impact of influencer marketing, limited research has been conducted on how it affects skincare product purchases among college students in this region. Grounded in the Elaboration Likelihood Model (ELM), this research examines how both the central route (e.g., expertise, information quality) and peripheral route<br/>(e.g., attractiveness, popularity) of influencer marketing affect consumer trust,<br/>engagement, and purchasing decisions. The study evaluates the effectiveness of<br/>various types of influencers such as celebrities, beauty vloggers, and micro-influencers-in shaping students' attitudes and behaviors toward skincare products.<br/>A descriptive research design was employed to assess the relationship between influencer marketing and consumer behavior. The profile of respondents includes age, gender, campus, year level, online purchasing frequency, preferred social media platforms, and the type of influencers they trust. Data were gathered through a structured questionnaire and analyzed using frequency distribution,<br/>percentage, weighted mean, and One-Way Analysis of Variance (ANOVA). |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sam Cedrick H. Calites |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Theses and dissertations |
| Withdrawn status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Binangonan College Library | Binangonan College Library | 07/21/2025 | URSBIN-UGT3253 | 07/21/2025 | 07/21/2025 | Theses and dissertations |