Title

MACRO INFLUENCERS SOCIAL MEDIA ADVERTISING: BUSINESS IMAGE PROMOTION AND BRAND POSITIONING FOR SKINCARE PRODUCTS AMONG COLLEGE STUDENTS

Author(s)

Robles, Bernadette D.

Artiaga, Cathlaine Mae

Abing, Jay Victor

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Carpio, Renzitelo Alf P. - Adviser

Ilusorio, Gilda L. - Panel

Laput, Joseph Glenn J. - Panel

Carpio, Renzitelo Alf P. - Instructor

Year

2024

Abstract

Social media (SM) become essential in the lives of billions of people globally, impacting nearly every business. The study investigated the impact of macro influencers on college students’ perception regarding business image promotion and brand positioning for skincare products. The study utilized the descriptive-correlational research design. It was conducted among 384 college students who were chosen through a purposive sampling technique. Business Image Promotion Macro Influencer in Social Media Advertising and Brand Positioning questionnaires were used to gather the data. Mean and Standard Deviation and Pearson Product Moment Correlation Coefficient were used as the data analyses tools. The results show that macro influencers are perceived as very influential. Macro influencers in social media advertising resulted in very high ratings, which significantly influence customer perceptions and behaviors. In addition, the level of business image promotion in terms of Brand Visibility, Brand Perception, and Brand Differentiation was rated very high. Additionally, the level of brand positioning yielded very good results, indicating the strategies implemented to establish the brand's identity and differentiate it from competitors were effective. The findings revealed that macro influencers played a significant role in establishing strong business image and brand positioning to college students when they consider skin care products. Conclusively, skincare product brand positioning and business image are strongly improved by social media advertising through macro influencers, with influencer content successfully influencing customer views and actions. In this vein, businesses may optimize the utilization of macro influencers to penetrate college students’ perceptions regarding skin care products, while future researchers may consider exploring the mediating role of macro influencers in customers' purchasing intention and actual purchase.

Keywords

Brand Positioning for Skincare Products, Business Image Promotion, Macro Influencer in Social Media Advertising.