Influencer Vs. Celebrity: Comparing The Impact On Purchasing Behavior Of Millennials And Generation Z In Cosmetic Products/ Pamela R. Cruz, Angelica S. Cuyugan, Jeanver Generoso, Mary Grace E. Gogola, Snooky B. Lopez, Chloe L. Oliquino and Camile Joy U. Santos.--

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Cruz, Pamela R [author]

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Material type: Text

TextPublication details: Technological University Of The Philippines, Manila. 2025Description: xiii, 95 pages. 29 cmContent type:

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BTH HD 28 C78 2025

Dissertation note: College of Liberal Arts.-- Bachelor Of Science In Business Administration Major In Industrial Management: Technological University Of The Philippines, Manila. 2025 Summary: This study, “Influencer vs. Celebrity: Comparing the Impact on Purchasing Behavior of Millennials and Generation Z in Cosmetic Products,” explores the differences in consumer behavior influenced by endorsements from social media influencers and traditional celebrities in the cosmetics industry. The research examines the trustworthiness, authenticity, and credibility of these endorsers and their effect on purchasing decisions. A quantitative descriptive research design was employed, gathering data from 400 respondents equally distributed between Millennials (28-43 years old) and Generation Z (12-27 years old) in Manila City, Philippines. Data collection utilized stratified random sampling and surveys distributed online and face-to-face. Findings reveal that influencers are perceived as more relatable and trustworthy, while celebrities hold greater authority due to their established reputations. Generation Z is more inclined toward influencer endorsements, valuing authenticity and interactive content on visual-centric platforms like Instagram and TikTok. Meanwhile, Millennials favor celebrities for their credibility and professional achievements. Key factors influencing purchasing behavior include the alignment of personal branding with products, the platform used for endorsements, and the relatability of promotional content. Statistical analysis shows a significant correlation between endorsement types and purchasing behaviors, with influencers having a slightly greater impact than celebrities. The study concludes that marketers should tailor endorsement strategies to generational preferences, leveraging the authenticity of influencers for Generation Z and the credibility of celebrities for Millennials. Recommendations include aligning brand values with endorsers and prioritizing visually engaging platforms for maximum impact. Keywords: Purchasing behavior, Endorsements, Cosmetic products, Millennials, Generation Z

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Holdings
Item type	Current library	Shelving location	Call number	Copy number	Status	Date due	Barcode
Bachelor's Thesis CLA	TUP Manila Library	Thesis Section-2nd floor	BTH HD 28 C78 2025 (Browse shelf(Opens below))	c.1.	Not for loan		BTH0005876

Bachelor's thesis

College of Liberal Arts.-- Bachelor Of Science In Business Administration Major In Industrial Management: Technological University Of The Philippines, Manila. 2025

Includes bibliographic references and index.

This study, “Influencer vs. Celebrity: Comparing the Impact on Purchasing Behavior of
Millennials and Generation Z in Cosmetic Products,” explores the differences in consumer
behavior influenced by endorsements from social media influencers and traditional
celebrities in the cosmetics industry. The research examines the trustworthiness,
authenticity, and credibility of these endorsers and their effect on purchasing decisions. A
quantitative descriptive research design was employed, gathering data from 400
respondents equally distributed between Millennials (28-43 years old) and Generation Z
(12-27 years old) in Manila City, Philippines. Data collection utilized stratified random
sampling and surveys distributed online and face-to-face. Findings reveal that influencers
are perceived as more relatable and trustworthy, while celebrities hold greater authority
due to their established reputations. Generation Z is more inclined toward influencer
endorsements, valuing authenticity and interactive content on visual-centric platforms like
Instagram and TikTok. Meanwhile, Millennials favor celebrities for their credibility and
professional achievements. Key factors influencing purchasing behavior include the
alignment of personal branding with products, the platform used for endorsements, and the
relatability of promotional content. Statistical analysis shows a significant correlation
between endorsement types and purchasing behaviors, with influencers having a slightly
greater impact than celebrities. The study concludes that marketers should tailor
endorsement strategies to generational preferences, leveraging the authenticity of
influencers for Generation Z and the credibility of celebrities for Millennials.
Recommendations include aligning brand values with endorsers and prioritizing visually
engaging platforms for maximum impact.
Keywords: Purchasing behavior, Endorsements, Cosmetic products, Millennials,
Generation Z

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