Advisers

Vinalyn L. Sarzata, MBA

Discipline

Business administration

Abstract

Ayos’ Siomai, a family-owned business located at 7 Narig, Project 7, Quezon City, Kalakhang Maynila, is known for its special homemade siomai. They began selling siomai in 2005, but it gained widespread popularity in 2022 when food vloggers “Kath and Gene” featured their product, earning 112.4k views. This exposure spread rapidly across social media platforms such as Facebook, TikTok, and YouTube, sparking interest from other vloggers. Reviews from PinoyHowTo (71k views), Tikim TV (449k views), and Ewic Mukbang (461k views) coincided with greater visibility. The business also appeared on television morning shows. This surge in media attention coincided with an increase in sales, from 60–80 kls of meat per day (approximately 350 pieces of siomai) to 220–240 kls (around 1,050 pieces per day), as well as new resellers and inquiries from consumers interested in trying the siomai featured by their favorite vloggers. This study utilized a quantitative descriptive correlational research design to examine the relationship between vlogger endorsements and consumer perceptions of Ayos’ Siomai Business. The research aimed to determine how customers perceive the effectiveness of social media vloggers’ promotions and how these endorsements relate to their purchasing intentions. The results of the study present the findings regarding the relationship between vlogger endorsements and consumer perceptions of Ayos’ Siomai Business. Data were collected from 100 respondents who are consumers and social media followers. Based on the demographic profile, the majority of respondents belonged to the 26–33 age group (40%), followed by those aged 34–41 (30%), 42 and above (16%), and 18–25 (14%), indicating that young adults composed the largest portion of the participants. In terms of gender, 52% of the respondents were female, 40% were male, and 8%. In terms of social media platforms, Facebook was identified as the dominant platform used by respondents, accounting for 84%, followed by TikTok (10%) and YouTube (6%). The study found that vlogger endorsements were associated with greater consumer awareness and interest in Ayos’ Siomai, especially among young adults aged 26–33 on Facebook, with strong responses from female consumers and those earning PHP 10,001–PHP 20,000 due to the product’s affordability. While vlogger endorsements were associated with positive perceptions and purchasing intentions, factors such as price and personal preferences also remained relevant to actual buying decisions.

Keywords

influencer marketing, vlogger endorsements, consumer perception