Social Media Influencers and Buying Behavior of Millennials in The Philippines: A Theory of Planned Behavior Perspective

Millennials in the Philippines comprise a digital-native consumer segment that is highly engaged with social media. This study investigates how social media influencers shape the purchasing behavior of Filipino millennials, drawing on the Theory of Planned Behavior (TPB) to examine three psychosocial factors: attitudes, subjective norms, and perceived behavioral control. A descriptive survey design was employed to collect data from 500 millennial consumers across multiple districts. Results indicate a strong influencer impact across various buying behavior dimensions, including product choices, price sensitivity, promotion responsiveness, point-of-purchase decisions, and overall consumer attitudes. All measured domains yielded above-midpoint mean influence scores (approximately 3.0 on a 1–4 scale). The sample was predominantly female, single, college-educated, and earning mid-level incomes. While no significant gender differences emerged, minor variations were observed by income and education level. Consistent with TPB, social media influencers significantly shaped consumer attitudes and normative perceptions, thereby indirectly driving purchase intentions. However, an intention–behavior gap was evident: many millennials sought peer validation or conducted independent research before purchasing, with only about 20% directly attributing purchases to influencer endorsements. Qualitative findings further revealed that concerns over influencer credibility—particularly when promotions appeared overly commercial or lacked transparency—could undermine trust. These results underscore the nuanced role of trust and authenticity in influencer marketing. The paper concludes with implications for marketers aiming to engage millennial audiences and recommendations for future research exploring the psychological mechanisms underlying influencer-driven consumer behavior.