Philippine E-Journals

Parasocial Relationships and Their Influence on Consumer Purchase Intention Among Gen Z

Ma. Kyneshi Belle F. Barba | Charisle Gizzarie A. Ortiz | Fiona Paula N. Gutierrez | Jarha Keziah A. Casibu | John Vincent M. Villoria | Reynald Alfred G. Sy

Discipline: others in business and management

 

Abstract:

In the evolving digital marketplace, parasocial relationships (PSRs) or one-sided emotional bonds formed between audiences and media figures have become a powerful force influencing consumer behavior, particularly among Generation Z. This study explores how PSRs impact Gen Z’s purchase, where social media usage is among the highest globally and influencer culture is deeply embedded in everyday online interactions. Drawing from existing literature and current marketing practices, the study identifies and analyzes four core PSR-related factors: influencer expertise and credibility, social identification, self-disclosure and authenticity, and brand congruence. Through a review of relevant studies and cultural phenomena such as the Filipino “budol culture” (impulse buying induced by influencers), this research highlights how emotional relatability, cultural alignment, and consistent messaging contribute to trust, loyalty, and increased purchase likelihood among Filipino Gen Z consumers. The study further discusses how marketers can assess and optimize these PSR factors through strategic influencer selection, real-time engagement analytics, consumer feedback, and sustained brand partnerships. Despite global interest in influencer marketing, existing research remains limited in Southeast Asia, particularly in the Philippines. This study addresses that gap by contextualizing PSRs within Filipino values, digital habits, and linguistic preferences. The findings offer valuable insights for digital marketers, educators, and researchers seeking to understand and engage Gen Z consumers through emotionally resonant and culturally informed strategies in the era of social media-driven commerce.