MARC details
| 000 -LEADER |
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| fixed length control field |
03393nam a22003377a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20250327162933.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250327b |||||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
TUPM |
| Language of cataloging |
English |
| Transcribing agency |
TUPM |
| Modifying agency |
TUPM |
| Description conventions |
rda |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
BTH HD 28 |
| Item number |
C78 2025 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Cruz, Pamela R. |
| Relator term |
author |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Influencer Vs. Celebrity: Comparing The Impact On Purchasing Behavior Of Millennials And Generation Z In Cosmetic Products/ |
| Statement of responsibility, etc. |
Pamela R. Cruz, Angelica S. Cuyugan, Jeanver Generoso, Mary Grace E. Gogola, Snooky B. Lopez, Chloe L. Oliquino and Camile Joy U. Santos.-- |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Technological University Of The Philippines, Manila. |
| Date of publication, distribution, etc. |
2025 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiii, 95 pages. |
| Dimensions |
29 cm |
| 336 ## - CONTENT TYPE |
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| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Bachelor's thesis |
| 502 ## - DISSERTATION NOTE |
|---|
| Dissertation note |
College of Liberal Arts.-- |
| Degree type |
Bachelor Of Science In Business Administration Major In Industrial Management: |
| Name of granting institution |
Technological University Of The Philippines, Manila. |
| Year degree granted |
2025 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographic references and index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
This study, “Influencer vs. Celebrity: Comparing the Impact on Purchasing Behavior of<br/>Millennials and Generation Z in Cosmetic Products,” explores the differences in consumer<br/>behavior influenced by endorsements from social media influencers and traditional<br/>celebrities in the cosmetics industry. The research examines the trustworthiness,<br/>authenticity, and credibility of these endorsers and their effect on purchasing decisions. A<br/>quantitative descriptive research design was employed, gathering data from 400<br/>respondents equally distributed between Millennials (28-43 years old) and Generation Z<br/>(12-27 years old) in Manila City, Philippines. Data collection utilized stratified random<br/>sampling and surveys distributed online and face-to-face. Findings reveal that influencers<br/>are perceived as more relatable and trustworthy, while celebrities hold greater authority<br/>due to their established reputations. Generation Z is more inclined toward influencer<br/>endorsements, valuing authenticity and interactive content on visual-centric platforms like<br/>Instagram and TikTok. Meanwhile, Millennials favor celebrities for their credibility and<br/>professional achievements. Key factors influencing purchasing behavior include the<br/>alignment of personal branding with products, the platform used for endorsements, and the<br/>relatability of promotional content. Statistical analysis shows a significant correlation<br/>between endorsement types and purchasing behaviors, with influencers having a slightly<br/>greater impact than celebrities. The study concludes that marketers should tailor<br/>endorsement strategies to generational preferences, leveraging the authenticity of<br/>influencers for Generation Z and the credibility of celebrities for Millennials.<br/>Recommendations include aligning brand values with endorsers and prioritizing visually<br/>engaging platforms for maximum impact.<br/>Keywords: Purchasing behavior, Endorsements, Cosmetic products, Millennials,<br/>Generation Z |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Industrial Management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Cosmetic Products |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Cuyugan, Angelica S. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Generoso, Jeanver |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Gogola, Mary Grace E. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Lopez, Snooky B. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Oliquino, Chloe L. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Santos, Camile Joy U. |
| Relator term |
author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Bachelor's Thesis CLA |
| Suppress in OPAC |
No |