TikTok Influencer Marketing and PR

• GRWM Cosmetics uses TikTok influencer marketing to promote its beauty products.
• The brand collaborates with influencers for PR package videos, building trust and brand loyalty, especially among younger audiences.

The Shift in Digital PR

• Social media and audience behavior changes are transforming digital PR.
• Influencer marketing and visual content are increasingly used to engage consumers.
• PR videos build trust and provide information.
• 93% of people use PR videos to seek product or brand information.
• Influencer trustworthiness and content presentation are crucial for consumer trust.
• Kelman’s Social Influence Theory explains how external influences shape consumer behavior.

Research significance

• There is a lack of research on the impact of PR package videos on high school students.
• Grade 11 ABM students can gain insights into how TikTok influencer marketing affects their purchasing preferences.
• Understanding how PR package videos influence choices can enhance awareness of digital marketing strategies.
• Future researchers can use this study as a foundation for further studies on digital marketing trends.
• Educators can incorporate this study into discussions on modern marketing strategies.

Kelman’s Social Influence Theory

• Attitudes and behaviors are shaped by external influences through compliance, identification, and internalization.
• Compliance involves adopting a behavior to gain approval, even without fully believing in it.
• Identification involves aligning with a belief because one admires the influencer.
• Internalization involves fully accepting a belief as one's own.
• Social media influencers act as external agents of influence, shaping consumer perceptions.
• PR package videos can lead students to comply with trends, identify with influencers, or internalize brand values.

Example of Social Influence Theory with GRWM Cosmetics

• Purchasing GRWM Cosmetics after seeing influencers review it is an example of compliance.
• Developing a preference because one trusts an influencer who promotes the brand is identification.
• Believing in the brand’s quality after learning about its benefits is internalization.
• PR package videos on TikTok serve as a strong external influence on young consumers.

GRWM Cosmetics PR Package Videos on TikTok

• GRWM Cosmetics' PR Package Videos on TikTok are the independent variable.
• The videos enhance brand visibility and shape consumer behavior among Grade 11 ABM students.
• Consumers increasingly rely on influencers for product recommendations with TikTok marketing campaigns significantly increasing brand awareness.
• PR package videos create engaging and relatable content that fosters trust.
• Influencer marketing strengthens brand preference, as consumers form emotional connections with brands promoted by influencers they trust.
• Digital beauty gurus play a crucial role in influencing millennials' cosmetic purchasing choices.

Consumer Preference

• Consumer preferences are influenced by personal needs, values, and external factors.
• Social media, especially TikTok, plays a key role in shaping purchasing decisions.
• Influencers create content that fosters trust and brand preference.
• Consumers tend to trust influencer recommendations due to their perceived authenticity.
• Social proof influences individuals to develop preferences for products endorsed by others.

Statement of the Problem

• This study explores how GRWM Cosmetics' PR package videos on TikTok influence the consumer preferences of Grade 11 ABM students.
• It seeks to understand the role of Compliance, Identification, and Internationalization in shaping brand preferences.
• The study will examine how the content and presentation of these videos impact students’ perceptions of the brand.

Research Questions

• How do GRWM Cosmetics' PR packages influence consumer preferences of Grade 11 ABM students?
• How do the three processes of Social Influence Theory affect the brand preferences of Grade 11 ABM students after watching GRWM Cosmetics’ PR package videos on TikTok?
• How do the content and presentation of GRWM Cosmetics' PR package videos on TikTok influence the perception of Grade 11 ABM students toward the brand?
• Influencer Credibility and Product Presentation play a role.

Research Design

• It employs a qualitative phenomenological research design.
• Phenomenology is used to understand lived experiences, providing insights into perceptions and motivations.
• The approach captures how young consumers perceive and internalize marketing strategies presented through PR package videos.

Research Location

• The research is conducted within a Government-Funded University.
• Grade 11 ABM students are active TikTok users and familiar with GRWM Cosmetics, ensuring authentic insights into PR package influence.
• The study takes place during the second semester of the academic year 2024–2025.

Participants and Sampling Techniques

• A purposive sampling method is used to select participants who meet specific criteria.
• This technique involves intentionally choosing individuals who have experienced the phenomenon.
• Selection criteria include:
• Frequent use of TikTok and exposure to GRWM Cosmetics' PR package videos.
• Interest in makeup products.
• Having purchased or considered purchasing GRWM Cosmetics products after viewing PR package videos.

Research Instrument

• The researchers will utilize semi-structured interview guides as the primary instrument for data collection.
• These guides will explore participants' experiences, thoughts, and perceptions regarding GRWM Cosmetics' PR package videos on TikTok.
• The interview guide consists of two main sections:
• General questions gathering demographic information and familiarity with GRWM Cosmetics and TikTok PR package videos.
• Experience-based questions delving into how PR package videos influence product preferences, perceptions of authenticity, and purchasing decisions.
• The interview guide will be reviewed by the research adviser and industry professionals.

Data Gathering Procedure

• Researchers submit a formal letter to request approval for interviews.
• Purposive sampling selects 5 participants who actively use TikTok, are familiar with GRWM Cosmetics, and have been exposed to PR package videos.
• One-on-one interview sessions are scheduled at a convenient time and location. A semi-structured guide gathers in-depth insights into participants’ experiences.
• Observational notes capture non-verbal cues and reactions.
• Participants are informed about the study’s purpose and assured of confidentiality.
• Thematic analysis identifies patterns, categorizes responses, and interprets findings.
• The research will be reviewed thoroughly to ensure accuracy and reliability.