Home⇛College of Business Administration and Management Research Journal⇛vol. 10 no. 1 (2025)

Influencer Marketing Factors Affecting Consumer’s Purchase Intention

Diossa May M. Banaag | Trisha S. Ilagan | Isabel Ira Ashley M. Pinlac | Ken Andrew R. Vispo

Discipline: business studies

 

Abstract:

In today’s world, technology truly plays a massive part in the world of marketing. Through online media platforms that are made available with just a click, shopping has never been this accessible. A component of this so-called digital marketing is influencer marketing, which is the main topic of this study. Influencer Marketing is a hybrid of old and new marketing tools. It is a form of celebrity endorsement and positions it into a modern-day contentdriven marketing campaign. This descriptive quantitative research aimed to identify the influencer marketing factors that influence consumers' purchase intention. The survey included 238 respondents selected from students of the College of Business Administration. Data was collected through a self-made questionnaire comprising 4-Likert scale questions. The findings revealed that most respondents use Facebook, have a preference for beauty and lifestyle content, spend 4-6 hours per day on online platforms, and make 1-3 purchases per month. The majority of the respondents expressed a strong agreement regarding the influence of content, credibility, and relevance of influencers on their purchase intentions. Meanwhile, the result when grouped according to multiple profiles varies. Moreover, the results of the study revealed that credibility and relevance are the highest factors and have significant effects on consumers’ purchase intention. Hence, an action plan was formulated to provide recommendations on the specific factors mentioned.



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