000			03393nam a22003377a 4500
003			OSt
005			20250327162933.0
008			250327b |||||||| |||| 00| 0 eng d
040			_aTUPM _bEnglish _cTUPM _dTUPM _erda
050			_aBTH HD 28 _bC78 2025
100			_aCruz, Pamela R. _eauthor
245			_aInfluencer Vs. Celebrity: Comparing The Impact On Purchasing Behavior Of Millennials And Generation Z In Cosmetic Products/ _cPamela R. Cruz, Angelica S. Cuyugan, Jeanver Generoso, Mary Grace E. Gogola, Snooky B. Lopez, Chloe L. Oliquino and Camile Joy U. Santos.--
260			_aTechnological University Of The Philippines, Manila. _c2025
300			_axiii, 95 pages. _c29 cm
336			_2rdacontent
337			_2rdamedia
338			_2rdacarrier
500			_aBachelor's thesis
502			_aCollege of Liberal Arts.-- _bBachelor Of Science In Business Administration Major In Industrial Management: _cTechnological University Of The Philippines, Manila. _d2025
504			_aIncludes bibliographic references and index.
520			_aThis 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
650			_aIndustrial Management
650			_aCosmetic Products
700			_aCuyugan, Angelica S. _eauthor
700			_aGeneroso, Jeanver _eauthor
700			_aGogola, Mary Grace E. _eauthor
700			_aLopez, Snooky B. _eauthor
700			_aOliquino, Chloe L. _eauthor
700			_aSantos, Camile Joy U. _eauthor
942			_2ddc _cBTH CLA _n0
999			_c29594 _d29594