A consumer analysis on the emerging mukbang phenomenon as influencer marketing strategy / Madelein C. Dulce, Madel E. Jimenez, and Jhercey Gehn D. Medina.
Material type:
TextPublisher: Rosario, Cavite : Cavite State University-CCAT Campus, 2022Description: x, 64 leaves : illustrations ; 28 cmSubject(s): Consumer behavior | Marketing | Internet marketingLOC classification: UM HF 5415.3 | D85 2022Summary: DULCE, MADELEIN C., JIMENEZ, MADEL E., MADINA, JHERCEY GEHN D., A Consumer Analysis on the Emerging Mukbang Phenomenon as Influencer Marketing Strategy. Undergraduate Theis. Bachelor of Science in Business Management Major in Marketing Mangement. Cavite State University - Cavite College of Arts and Trades Campus, Rosario, Cavite. January 2022. Adviser: Elizabeth R. Dumlao.
The emerging countries in this phenomenon's mukbang influences as a marketing strategy make researchers curious about its effectiveness nowadays. In this 21st century, an effective tool is very important in this competitive business industry where it is a must to consider the huge number of internet users. The primary purpose of the study is to analyze the effects of mukbang influencers on consumer engagement on social media, the influence of mukbang influencers on consumer purchase intention, and the effectiveness of mukbang influencers as a new digital marketing trend. But not included in the study is its physical effect on consumers. Researchers found that consumers are highly influenced by the social media platforms of mukbang influencers, and mukbang influencers can really influence the purchase intention of the consumer. This emerging mukbang phenomenon as an influencer marketing strategy shows an effective result as new digital marketing trends reach consumers. According to the findings, mukbang influencers, as a new digital marketing strategy, have an intriguing impact on consumers' perspectives, engagement, and purchase intent. The researchers used an online survey questionnaire that was validated by a statistician to collect data from the selected consumers of General Trias, Cavite. The researchers suggested using mukbang influencers as a new digital marketing trend, especially in light of the COVID-19 pandemic lockdown, when companies are looking for a trustworthy marketing strategy to contact customers and create profit on a consistent basis.
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Thesis/Manuscripts/Dissertations
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Cavite State University-Learning Resource Center | Thesis/Manuscript/Dissertation | TH | UM HF 5415.3 D85 2022 (Browse shelf) | 1 | Available | T0005298 |
Undergraduate Thesis (BSBM)--Cavite State University-CCAT Campus, 2022.
Includes bibliographical references and appendices.
DULCE, MADELEIN C., JIMENEZ, MADEL E., MADINA, JHERCEY GEHN D., A Consumer Analysis on the Emerging Mukbang Phenomenon as Influencer Marketing Strategy. Undergraduate Theis. Bachelor of Science in Business Management Major in Marketing Mangement. Cavite State University - Cavite College of Arts and Trades Campus, Rosario, Cavite. January 2022. Adviser: Elizabeth R. Dumlao.
The emerging countries in this phenomenon's mukbang influences as a marketing strategy make researchers curious about its effectiveness nowadays. In this 21st century, an effective tool is very important in this competitive business industry where it is a must to consider the huge number of internet users. The primary purpose of the study is to analyze the effects of mukbang influencers on consumer engagement on social media, the influence of mukbang influencers on consumer purchase intention, and the effectiveness of mukbang influencers as a new digital marketing trend. But not included in the study is its physical effect on consumers. Researchers found that consumers are highly influenced by the social media platforms of mukbang influencers, and mukbang influencers can really influence the purchase intention of the consumer. This emerging mukbang phenomenon as an influencer marketing strategy shows an effective result as new digital marketing trends reach consumers. According to the findings, mukbang influencers, as a new digital marketing strategy, have an intriguing impact on consumers' perspectives, engagement, and purchase intent. The researchers used an online survey questionnaire that was validated by a statistician to collect data from the selected consumers of General Trias, Cavite. The researchers suggested using mukbang influencers as a new digital marketing trend, especially in light of the COVID-19 pandemic lockdown, when companies are looking for a trustworthy marketing strategy to contact customers and create profit on a consistent basis.
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