Influence of social media influencers on consumer purchasing behavior towards online shopping among Gen Z of Cagangohan, Panabo City

2025 IJRSE – Volume 14 Issue 17

Available Online:  23 November 2025

Author/s:

Aballe, Danilo Jr. A.
Davao del Norte State College, Philippines (aballe.danilojr@dnsc.edu.ph)

Dela Cruz, Jodi Mae G.
Davao del Norte State College, Philippines (delacruz.jodimae@dnsc.edu.ph)

Duy, Shin Angel L.
Davao del Norte State College, Philippines (duy.shinangel@dnsc.edu.ph)

Liagoso, Elsie G.
Davao del Norte State College, Philippines (liagoso.elsie@dnsc.edu.ph)

Rosenas, Reymark
Davao del Norte State College, Philippines (rosenas.reymark@dnsc.edu.ph)

Cabugwason, Sharmaine E.*
Davao del Norte State College, Philippines (sharmaine.cabugwason@dnsc.edu.ph)

Abstract:

This study aimed to thoroughly explore and understand the influence of social media influencers on purchasing behavior towards online shopping among Gen Z of Cagangohan, Panabo City. The study employed quantitative research design to study the role played by influencers in online purchasing behavior among Gen Z. A quantitative questionnaire and in-depth interviews were conducted to local youths revolving around how they were influenced by social media influencers they are following and what factors influenced them the most in making their purchase. The findings suggest that majority of Gen Z consumers among the respondents are the most receptive to marketing influencer, which leads to the fact that brands need to choose the right social media influencers to work with to maximize consumer response and sales. Despite the uncertainty and risk associated with online shopping, the trust and fondness of Gen Z to the social media influencers they follow still prevailed. Thus, these observations and findings depicted that attractiveness, familiarity, credibility, and reliability of social media influencers is what drives and motivates Gen Z to indulge in the products they promote.

Keywords: social medial influencers, consumer purchasing behavior, Gen Z, influencer marketing, online shopping

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DOI: https://doi.org/10.5861/ijrse.2025.25308

Cite this article:
Aballe, D. J. A., Dela Cruz, J. M. G., Duy, S. A. L., Liagoso, E. G., Rosenas, R., & Cabugwason, S. E. (2025). Influence of social media influencers on consumer purchasing behavior towards online shopping among Gen Z of Cagangohan, Panabo City. International Journal of Research Studies in Education, 14(17), 89-102. https://doi.org/10.5861/ijrse.2025.25308

*Corresponding Author