RESEARCH

ABSTRACT

The traditional use of conventional media by businesses for audience targeting has shifted with the rise of influencer marketing, notably on platforms like TikTok, posing challenges in content adaptation and technological adaptation. Albert Bandura’s Social Cognitive Theory examines factors shaping purchasing behavior, particularly relevant for young professionals. A quantitative correlational study focused on young professionals engaging with TikTok and influenced by Filipino TikTok creators, revealing education level as a key determinant of purchasing behavior. Extended TikTok engagement positively correlates with increased purchasing likelihood. Filipino TikTok influencers significantly impact young professionals’ purchasing decisions, emphasizing the need for tailored marketing strategies targeting this demographic. Recommendations were provided for effective influencer and digital marketing strategies targeting young professionals.

KEYWORDS

TikTok, Filipino TikTok Influencers, Influencer Marketing, Purchasing Behavior, Young Professionals.

CITATION

Catapang, R., Apana, A. J., Catapang, J., Galut, S. J., Punongbayan, H., Mangarin, J., & Aure, I. C. (2024). FILIPINO TIKTOK INFLUENCERS AND PURCHASING BEHAVIOR OF YOUNG PROFESSIONALS. GUILD OF EDUCATORS IN TESOL INTERNATIONAL RESEARCH JOURNAL, 2(1), 148–164.
https://doi.org/10.5281/zenodo.10892970