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Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 5 no. 10 (2024)

The Role of Influencer-Generated Contents to the Cognition and Emotional Attachment Among Generation Z Consumers in Manila, Philippines

Rhea Jane G. Angeles | Carmhiella A. Clemente | Renoa Lorraine O. Malimban | Jean Erika G. Santos | Jian Carlo D. Tan

Discipline: Education

 

Abstract:

Along with the rising digitalization of businesses, social media influ-encers (SMI) have been essential in redefining how the online promo-tional system operates. In the Philippines alone, social media influenc-ers are central to all online discussions. The country is known as the "social media capital of the world," as 86.3% of Filipinos follow at least one influencer and spend about 11 hours each week on social media. With the use of an existing theory and testable hypotheses, the re-searchers will gather data while adhering to the positivist philosophy. To obtain objective and statistically significant results, the researchers will measure, document, and examine the data through a survey. More-over, the researchers will carry out various statistical testing, including PLS-SEM, average variance extraction (AVE), heterotrait-monotrait (HTMT) ratio, variance inflation factor (VIF), squared multiple correla-tion (R2), Stone–Geisser’s Q2, etc. using SmartPLS. Delving into the results, it was shown that influencer-branded con-tent's interestingness does affect users to be emotionally attached. Re-search findings also revealed that influencer-generated content's nov-elty does not significantly affect users' emotional attachment to influ-encers. It was also shown that reliability positively affects emotional at-tachment, as well as information quality. But when it comes to under-standability it shows no relationship with emotional attachment. Lastly, it is revealed that there is no significant relationship between emotional attachment and users' intention to disagree with the influencer. As a conclusion, social media influencers have become instrumen-tal in making digital platforms a more enjoyable place to dwell.



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