earticle

영어

Seventy-one percent of the entire Philippine population are active social media users. The biggest group user are the Filipinos in the 18-24 age range (Gen Z). As social media becomes more universal, consumers are acquiring information from diverse channels (Rauniar et al. 2014). Information like the latest technology, your favorite K-pop celebrity, and many more. Social media platforms allow users to have conversations, share information and create web content. Billions of people around the world use social media to share information and make connections. On a personal level, social media allows us to communicate with friends and family, learn new things, develop our interests, and be entertained. Also, with the ever-growing wave of Korean culture influence, beauty industry has also widened its market in the country. Moreover, with the increase of internet, social media, and Korean culture awareness in the Philippines, its usage of SM shifted from entertainment to product placement platform and online shopping. In modern times, public consumption behavior tends to revolve around social media rather than mass media (Aksoy et al. 2013). This study aims to explore the factors of young Filipinos social media purchase by investigating whether purchase decision of Korean beauty products is supported social media usage (i.e. watching Korean drama and Korean celebrity endorsement online).