The Effect of Influencer Marketing on Purchase Intentions and Brand Attitude of Consumers in the Philippines

Abstract

This study examines the influence of credibility aspects, mainly social media influencers' attractiveness, trustworthiness, and expertise, and how they affect consumers' purchasing intention and brand attitude. The primary objective of this dissertation is to ascertain how these dimensions of credibility affect purchase intention and brand attitude. The study gathered primary data through an online survey of 430 Filipino consumers who are active on influencer platforms like Instagram, Facebook, and YouTube. Regression analysis was employed to unravel the relationships among the variables. The study revealed that expertise emerged as the most influential factor in predicting purchase intentions, while attractiveness and trustworthiness demonstrated positive but statistically insignificant effects. Similarly, expertise and trustworthiness emerged as the most influential factors in predicting brand attitude, while attractiveness exhibited a slight negative effect that was not statistically significant. The study underscores the critical role of expertise-based and trustworthy endorsements in shaping consumer purchase decisions and brand perceptions. The findings advocate for marketers to prioritize collaborations with influencers perceived as experts and emphasize building and maintaining trustworthiness in influencer marketing campaigns. The study also revealed that attractiveness had minimal effect on consumer behavior, suggesting a shift in consumer preferences toward more substantive qualities in influencers.