Social Media Influencer Attributes’ Impact on Generation Z Filipino Consumers’ Perceived Parasocial Relationships and Purchasing Behavior

View Full Paper

Ask AI

Bookmark

Authors

Discussion

Quantitative analysis reveals social media influencers build parasocial relationships, impacting purchasing intent in Generation Z.

Findings reveal that nano-influencers significantly strengthen parasocial relationships and trust among consumers.
Key attributes like authenticity and popularity contribute to stronger parasocial relationships and purchasing intent.
A quantitative-descriptive approach surveyed 380 Generation Z respondents in the Philippines using validated questionnaires.
The study underscores the effective role of influencer partnerships in digital marketing strategies for Generation Z.

Ma. Veronica Abuan Balatero (2025) studied this question.

View Full Paper

Ask AI

Bookmark