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

This study investigates the impact of Social Media Influencers (SMIs) on the purchasing behavior of Generation Z Filipino consumers, emphasizing the role of influencer attributes in fostering parasocial relationships (PSRs) that ultimately drive online shopping decisions. In the context of the Philippines’ rapidly evolving e-commerce landscape and digitally native Generation Z population, this research explores how nano, micro-, and macro-influencers influence consumer behavior through strategic content and emotional engagement. Grounded in David Chaffey’s Social Media Marketing Theory, Parasocial Interaction Theory, Source Credibility Theory, Source Attractiveness Model, and Social Proof Theory, the study provides a multi-theoretical framework to analyze consumer-influencer dynamics. A quantitative-descriptive approach was used, surveying 380 Generation Z respondents in San Fernando, La Union, through a structured and validated questionnaire. Data were analyzed using descriptive statistics, the Mann-Whitney U test, and Spearman’s rho correlation. Findings reveal that nano-influencers (with 0–10,000 followers) are particularly effective in building trust and emotional connection, significantly strengthening PSRs. Key attributes such as authenticity, content style, perceived fit, and popularity were found to contribute to stronger PSRs and positively influence purchasing intent. Gender differences were observed in emotional engagement, with female respondents demonstrating higher PSR levels, although purchasing behavior was not significantly different across genders. The study concludes that Generation Z consumers value influencers who are relatable, emotionally resonant, and aligned with their values. PSRs play a critical role in shaping buying behavior, making influencer partnerships a powerful strategy in digital marketing. The study recommends that brands collaborate with nano-influencers who exhibit high credibility and emotional appeal to achieve lasting consumer engagement. This research contributes to existing literature by contextualizing influencer marketing within Southeast Asia. It offers practical insights for marketers seeking to optimize strategies for Generation Z in the post-pandemic digital economy.