I like celebrity #endorsement: Assessing the influence of social media influencers (SMIs) on the online purchase intention of the gen Z market in Metro Manila and the mediating role of credibility

• Main Authors: Buerano, Jericho Emmanuel M., Recto, Aaron Michael P., Racelis, Alliah Frances V., Santos, Miguel C.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Endorsements in advertising > Philippines > Metro Manila; Internet personalities > Philippines > Metro Manila; Social media—Philippines > Metro Manila > Influence; Electronic commerce > Philippines > Metro Manila; Generation Z—Philippines > Metro Manila; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/2; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1004/viewcontent/FINAL_THESIS_Buerano_Racelis_Recto_Santos.pdf
• Institution: De La Salle University

Social Media Influencers have been making a buzz in the past few years as they have the ability to impact consumers’ Online Purchase Intention. Companies draw attention to SMIs because they can effectively promote a product, and are relatable and transparent which consumers like. The study aims to a...