Unboxing: Relevance of celebrity influence on the consumer behavior of De La Salle University Grade 12 ABM Students

• Main Authors: Seechung, Camille C., Asidao, Jamie C., Bermudez, Graciel G., Gaudiel, Bianca A., Decano, Maria
• Format: text
• Published: Animo Repository 2023
• Subjects: celebrity influence; consumer behavior; purchasing decisions; K-pop; Grade 12
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2023/paper_ebov/15; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1865/viewcontent/Abstract_Unboxing__Relevance_of_celebrity_influence_on_the_consumer_behavior_of_De_La_Salle_University_Grade_12_ABM_Students.docx.pdf
• Institution: De La Salle University

Over the past few years, the rise of K-pop culture and music has become more prevalent in the Philippines. Lately, more K-pop stars are appearing in product endorsements across a broader spectrum of businesses. The objective of this study aims to assess the susceptibility of Grade 12 ABM students from De La Salle University to celebrity influence. The methodology used in this study is to determine whether Grade 12 ABM students from De La Salle University are easily influenced by K-pop idols. The study used the descriptive method, which is a qualitative approach that involves gathering information through surveys. An online survey was disseminated to the Grade 12 ABM students from De La Salle University - Manila, and the data collected from the survey with 48 responses was analyzed to address the research question. The sampling technique used in the study was prompt, straightforward, and cost-effective, allowing the researchers to gather data efficiently. After analyzing the data gathered, it is concluded that K-pop idols can influence the consumer behavior of Grade 12 ABM students of De La Salle University - Manila. The study found that the physical attractiveness of K-pop idols can impact consumer behavior, but trustworthiness and expertise may be more important. The survey showed that K-pop idols can be effective brand ambassadors, but not all customers are affected by their influence.