000			02003nam a22001697a 4500
003			URS
005			20250721101004.0
008			250721b |||||||| |||| 00| 0 eng d
100			_aAralar, Karl Stephen L.
245			_aInfluencer Marketing and Online Buying Behavior of Selected in University of Rizal System _bCedrick Jason A. De Leon, Charise Mae G. Rodriguez, Ronalyn P. Tono
260			_c2025
300			_axv, 110
502			_aThesis _bBachelor of Science in Business Administration Major in Marketing Management _cURS Binangonan _d2025
520			_aThis 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 (e.g., attractiveness, popularity) of influencer marketing affect consumer trust, engagement, and purchasing decisions. The study evaluates the effectiveness of various types of influencers such as celebrities, beauty vloggers, and micro-influencers-in shaping students' attitudes and behaviors toward skincare products. 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, percentage, weighted mean, and One-Way Analysis of Variance (ANOVA).
700			_aSam Cedrick H. Calites
942			_2lcc _cT
999			_c83688 _d83687