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Research Article

Exploring the Effectiveness of Influencer Marketing and Consumers’ Purchase Intention towards the One Town, One Product of Naawan, Misamis Oriental

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Sheila Mae Caytona , Adrian Galido , Abdullah Sirad
Psych Educ Multidisc J, 2023, 15 (5), 517-529, DOI: https://doi.org/10.5281/zenodo.10248097, ISSN 2822-4353
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Abstract

The study aims to explore the effectiveness of influencer marketing towards the consumers' purchase intention towards the One Town, One Product of Naawan, Misamis Oriental, a municipality in the Philippines. The study employed Ajzen's (1985) Theory of Planned Behavior (TPB) as its theoretical framework and Ohanian's (1990) Source Credibility Model as predictors of consumer attitudes. A total of 206 responses were collected using a self-administered online questionnaire and analyzed with the use of a partial least square structural equation modeling (SEM) algorithm. The results reported the usefulness of TPB in predicting the consumers’ intention towards purchasing One Town, One Product. The findings reveal that expertise positively influences the consumers’ attitudes, highlighting the significance of influencers’ knowledge. However, the two predictors of consumers’ attitudes, specifically attractiveness and trustworthiness, were not significant. Among the three independent variables of TPB, social norms have a significant positive relationship with purchase intentions on both Facebook and Instagram.

Keywords theory of planned behavior influencer marketing One Town One Product Facebook and Instagram
Authors 3
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The team behind this paper

3 authors, 2 institutions.

This paper Mindanao State University at Naawan — Philippines Mindanao State Universi… 1 author Mindanao State University — Philippines Mindanao State Universi… 2 authors Sheila Mae Caytona — corresponding author SC Sheila Mae Caytona ✉ Adrian Galido AG Adrian Galido Abdullah Sirad AS Abdullah Sirad

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577 reads over 33 months.

February 2024 October 2026

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SciMatic 0xc35709…277732 100,000 (10%)
Sheila Mae Caytona 0x9D6A92…6b10f4 300,000 (30%)
Adrian Galido 0xbA239b…39b393 300,000 (30%)
Abdullah Sirad 0x8cb51B…88d664 300,000 (30%)
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Bibliographic Information

Sheila Mae Caytona, Adrian Galido, Abdullah Sirad, (2023). Exploring the Effectiveness of Influencer Marketing and Consumers’ Purchase Intention towards the One Town, One Product of Naawan, Misamis Oriental, Psychology and Education: A Multidisciplinary Journal, 15(5): 517-529
Bibtex Citation
@article{sheila_mae_caytona2023pemj,
author = {Sheila Mae Caytona and Adrian Galido and Abdullah Sirad},
title = {Exploring the Effectiveness of Influencer Marketing and Consumers’ Purchase Intention towards the One Town, One Product of Naawan, Misamis Oriental},
journal = {Psychology and Education: A Multidisciplinary Journal},
year = {2023},
volume = {15},
number = {5},
pages = {517-529},
doi = {10.5281/zenodo.10248097},
url = {https://scimatic.org/index.php/show_manuscript/2267}
}
APA Citation
Caytona, S.M., Galido, A., Sirad, A., (2023). Exploring the Effectiveness of Influencer Marketing and Consumers’ Purchase Intention towards the One Town, One Product of Naawan, Misamis Oriental. Psychology and Education: A Multidisciplinary Journal, 15(5), 517-529. https://doi.org/10.5281/zenodo.10248097

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