The Impact of Influential Youtubers on the Purchase

Intention of Young Women in the

Philippines A.Y. 2020-2021

ABSTRACT

Background: YouTube is the largest online video digital channel with over a billion

hours of YT videos are viewed every days. It has become a massive marketing

communication platform. Moreover, most of the young Filipina view YouTubers’ videos

not only for fun but also as an alternative source of information (Tolson, 2010).

Therefore, YouTubers are particularly influencing young consumers’ purchase intention.

Brands that are aware of the power of influencers over their followers try hard to get

their products to be tested and endorsed by influencers and with this they can

strengthen the image of their brands to the influencer’s subscribers.

Purpose: The motive of this study is to identify the impact of YouTubers on the

intention of young Filipina women to purchase specific product.

Methods: This study used a quantitative research method. In addition, online surveys

were carried out with 25 young women that ages 13 - 21 from the country of the

Philippines in January 2021 and the research was administered by the researcher itself.

The participants were selected using a convenience sampling method. Furthermore, the

researchers used the descriptive statistical method that can be used to present the data

that they gathered as a graph.

Results: 25 questionnaires were examined for young females ranging from 14 to 21 in

age and their average age is 17 years old. Thus, 65% of the respondents tend to rely

on Youtubers most of the time when they're making purchase intention on a specific

product.

Conclusions: In conclusion, this research shows that YouTubers plays an important

role in the life of young Filipina women who usually base their purchase intention on

the review videos, comparison videos, etc.

Imrad PR2 - Grade: 93

Fundamentals of ABM (FABM1)