Arcilla, Jonel S.Bercario, Vince Aaron H. Biu. Trixie J. Estillore, Paulene A. Guardiano, Ricci Nicoleen R. Mangilit, Kayla E. Marcos, Leah Marie M. Olegario, Lourdes M.  4  0   <br/><br/>
Social media and influencers: Inputs to promotional tool on cosmetic brands among female Gen Z's        6 
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<br/><br/>   Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2024 
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<br/><br/> ABSTRACT    This resmarch aims to examine the retationship between social media usage and influencer attributes among female Gen Z consumers in the cosmetics industry, focusing vartous influencer attributes including influencer testimoniats, price justification exclusive promotions, influencer engagement, and number of followers. This study used mixed method to observe the relationship between social media influencers and social media usage among female Generation Z consumers. It also aims to analyze how influencer attributes affect the social media usage of female Gen Z. Utilizing both quantitative and qualitative approaches, an online questionnaire was disseminated to a sample of 232 female Gen Z consumers affiliated with the University of the Philippines -Diliman Virata School of Business.    This study corresponds with the theoretical implication of the The Theory of Reasoned Action of Fishbein & Ajzen, utilizing the framework with understanding the factors that influence the female Gen Z consumers buying behaviors and attitudes. The results show that: (1) the study discovered that only Influencer Testimonials ( p = 0.0135 . rs = 0.162 ) Price Justification r_ = 0.15 ) and Exclusive Promotion ( p = 0.0161 , rs = 0 * 0.158 ) in relation to social media usage had statistically significant results (2) Of all influencer attributes, only exclusive promotions had a significant difference (p = 0.0254) when grouped based on social media usage profiles (3) Get Ready With Me (GRWM) videos are the type of content that consumers find the most influential and entertaining.    Keywords: influencer attributes, social media usage, Gen Zs, influencer marketing, Theory of Reasoned Action.       
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