Abstract

Author:
Nicole S. Egargue

Doi: 10.26480/mbmj.01.2026.01.04

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

This research explores and compares the effectiveness of influencer marketing with the purchasing habits of the generations X, Y and Z. A comparative analysis across these generations investigates on several factor such as credibility, attractiveness and expertise on specific products. This study is aiming to analyse the impact of influencers through generations and how it differs when it comes to the specific factors mentioned. Considering how the online platforms affect the consumer buying behaviour nowadays, this research also tackles how people from these specific generations face challenges when making a purchase under the influence of a specific person. The data that was used in this research was distributed equally to people from the three generations who are residing in Siniloan, Laguna. The results uncover how the digital era is being affected by influencers when it comes to their purchasing decisions along with the instances that hinders them from being influenced by this kind of marketing. This research also provided conclusions and recommendations for both consumers and businesses.