Assessing the Mediating Effect of Brand Perception and Consumer Engagement on Generation Z's Purchase Decisions through Social Media Influencers

Abstract

 This study examines the mediating roles of brand perception and consumer engagement in the relationship between social media influencers and purchase decisions among Generation Z consumers in Manila, Philippines. Using a quantitative research design, data were collected from Generation Z respondents aged 18–27 through a structured survey questionnaire. Stratified random sampling was applied to ensure adequate representation across districts in the City of Manila. Statistical analyses were conducted to evaluate the direct and indirect effects among the variables. The findings indicate that social media influencers have a significant direct effect on Generation Z’s purchase decisions. Moreover, both brand perception and consumer engagement were found to significantly mediate this relationship. Influencer marketing positively enhances brand perception through functional, affective, and experiential dimensions, while consumer engagement is strengthened through trust, relational bonds, and loyalty. These mediating factors intensify the influence of social media influencers on purchasing behavior. This study contributes to the growing literature on influencer marketing by providing empirical evidence on the mechanisms through which social media influencers affect Generation Z’s purchase decisions. The findings offer practical implications for marketers and businesses seeking to develop effective influencer-driven strategies that enhance engagement and shape positive brand perceptions in urban digital markets.