Psychographic Traits and Digital Marketing Engagement among Millennials: A Structural Equation Modeling Approach

Abstract. Psychographic segmentation provides a deeper understanding of consumer behavior than demographic profiling, particularly in culturally distinct and digitally active markets. This study examined how personality, values, interests, attitudes, and lifestyle influence digital marketing engagement among Kapampangan millennials in Pampanga, Philippines. Using a quantitative causal-predictive design, survey data were collected from 361 Kapampangan millennials aged 26–41 through an adapted questionnaire employing a four-point Likert scale. The hypothesized relationships were analyzed using partial least squares structural equation modeling. The measurement model was assessed through indicator loadings, average variance extracted, composite reliability, Cronbach’s alpha, the Fornell–Larcker criterion, heterotrait–monotrait ratios, and variance inflation factors. Results established acceptable reliability, convergent validity, discriminant validity, and collinearity levels after removing indicators that failed to satisfy the required criteria. Among the five dimensions, attitude demonstrated the strongest positive effect on digital marketing engagement (β = 0.57, p = 0.01, f² = 0.374), whereas values produced a positive but small effect (β = 0.14, p = 0.01, f² = 0.054). Interest was not statistically significant (β = 0.06, p = 0.11, f² = 0.025), while lifestyle showed no meaningful effect (β = 0.00, p = 0.48, f² = 0.001). Personality was statistically significant but practically negligible (β = 0.01, p = 0.044, f² = 0.003) and was not substantively supported. The findings identify attitude as the principal psychographic predictor, with values providing limited additional influence. Digital marketers should prioritize culturally relevant, credible, and attitude-shaping communication to develop targeted campaigns for Kapampangan millennial consumers and strengthen consumer engagement and loyalty. Keywords: Psychographic traits; Digital marketing; Kapampangan millennials; PLS-SEM; Consumer behavior.