Undergraduate Thesis.

As we enter the digital era, the role of content creators in social media marketing has become increasingly significant. This study aims to investigate the perceived effectiveness of content creators in garnering engagement on social media platforms and to establish criteria for acceptable digital content creators. The authors used a descriptive research design because the study focuses on the respondents' experiences towards a content creator's influence on social media. A total of 137 respondents, viewers or subscribers of Dawiwi MotoVlog, participated in this study. The findings revealed that most respondents consider factors such Content Consistency, Audience Engagement/Feedback, Audience Trust, and Expertise when assessing the effectiveness of content creators. Additionally, creative respondents who perceived creativity as most positively relevant received the lowest percentage in this section. The effectiveness of content creators on engagement in social media showed a significant difference in content consistency and audience engagement/feedback between males and females. The results of this study could serve as a basis for acceptable digital content creators, providing them with additional knowledge on how to reach their target audiences effectively. The following factors should be given top priority when using social media marketing to effectively promote a business: audience tryst, expertise, audience engagement/feedback, and content consistency. Updating content material regularly draws viewers in.