EXPLORING THE EFFECTIVENESS OF INFLUENCER MARKETING AND CONSUMERS PURCHASE INTENTION TOWARDS THE ONE TOWN, ONE PRODUCT OF NAAWAN, MISAMIS ORIENTAL

Adrian  P. Galido,; Sheila Mae  Caytona,; Abdullah  Sirad,

EXPLORING THE EFFECTIVENESS OF INFLUENCER MARKETING AND CONSUMERS PURCHASE INTENTION TOWARDS THE ONE TOWN, ONE PRODUCT OF NAAWAN, MISAMIS ORIENTAL

Sheila Mae Caytona | Adrian P. Galido | Abdullah Sirad

Discipline: Education

Abstract:

The study aims to explore the effectiveness of influencer marketing towards the consumers' purchase intention towards the One Town, One Product of Naawan, Misamis Oriental, a municipality in the Philippines. The study employed Ajzen's (1985) Theory of Planned Behavior (TPB) as its theoretical framework and Ohanian's (1990) Source Credibility Model as predictors of consumer attitudes. A total of 206 responses were collected using a self-administered online questionnaire and analyzed with the use of a partial least square structural equation modeling (SEM) algorithm. The results reported the usefulness of TPB in predicting the consumers’ intention towards purchasing One Town, One Product. The findings reveal that expertise positively influences the consumers’ attitudes, highlighting the significance of influencers’ knowledge. However, the two predictors of consumers’ attitudes, specifically attractiveness and trustworthiness, were not significant. Among the three independent variables of TPB, social norms have a significant positive relationship with purchase intentions on both Facebook and Instagram.