Title

MACRO INFLUENCER MARKETING, WORD OF MOUTH ENDORSEMENTS, AND PURCHASING DECISION OF GENERATION Z CUSTOMERS FOR SKINCARE PRODUCTS

Author(s)

Fuentes, Archel Louie

Berjame, Jhisel

Logronio, Dianne Kristel

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Carpio, Renzitelo Alf P. - Adviser

Balaba, Ana Bonita A. - Panel

Ilusorio, Gilda L- Panel

Carpio, Renzitelo Alf P. - Instructor

Year

2024

Abstract

Macro influencer marketing and word of mouth endorsement were considered to be effective ways of selling a product in today's digital world. the study investigated the important role that macro influence and word of mouth endorsement on Generation Z customer's purchasing decisions for skin care products. The study utilized a descriptive correlational research design. It was carried out among Generation Z cusyomer skin care poducts in Misamis Occidental particularly in Ozamiz City. Moreover, the study involved 384 generation z respondents selected using a stratified sampling technique. Macro Influencer Marketing Endorsements, Word-of-Mouth Endorsements and Skincare Purchasing Decision Questionnaires were used to gather the data. The study utilized statistical tools such as Frequency, Percentage, Mean, Standard Deviation, and the Pearson Correlation Coefficient. The results indicate that Generation Z customers exhibit a very high engagement for skincare products with macro influencer marketing. Moreover, word-of-mouth endorsement play crucial role in shaping Generation Z customers purchasing decisions regarding skincare products. The findings revealed that macro influencer marketing and word-of-mouth endorsements influence the purchasing decisions of Generation Z customers. Thus, macro influencer play a vital role inn building customer purchasing decisions as they are reliable and authentic. In this vein, businesses may continue utilizing macro influencers as part of their promotional strategies to influence the purchasing decisions of these younger generations. In the pursuit of finding a better way of selling skincare products among Generation Z, macro influencer marketing and word-of-mouth endorsement significantly impact their purchasing decisions.

Keywords

Actual Purchase, Content authenticity, Generation Z consumer, Macro Influencer Marketing Perceived Product Value, Purchasing Decisions, Word-of Mouth Endorsements.