The study aimed to explore the effectiveness of influencer marketing on consumers' purchase intention toward One Town, One Product of Naawan, Misamis Oriental. The objectives of the study were to categorize the different types of influencers based on certain categories such as the total number of followers, their authenticity, ease of access, expertise, and cultural worth, identify the influencer's characteristics that influence consumers' attitudes toward purchase intention and assess the effect of influencer marketing on consumers' purchase intention within the context of Instagram and Facebook. The study employed Ajzen's (1985) Theory of Planned Behavior (TPB) as its theoretical framework. Moreover, Ohanian's (1990) Source Credibility Model was used as predictors of consumer attitudes. There were 206 valid responses collected using a self-administered online questionnaire and analyzed with the use of a partial least square structural equation modeling (PLS-SEM) algorithm. The results reported the usefulness of TPB in predicting the consumers' intention towards purchasing One Town, One Product. The findings revealed that expertise positively influences the consumers' attitudes, highlighting the significance of influencers' knowledge. In addition, among the three independent variables, the social norms have the positive significant relationship towards purchase intentions on both Facebook and Instagram. This signifies that word-of-mouth communication from family, friends, and other social peers has a significant influence on purchase intention. However, none of the paths leading from attitude and perceived behavioral control to purchase intention were significant. The findings of this study will serve as a baseline for strategic development for Micro, Small, and Medium Enterprises (MSMEs) and government sectors who wanted to utilize influencer marketing in promoting OTOP. 

• Influencer marketing

• Consumers

• Purchase intention

• One Town, One Product (OTOP)

• Naawan, Misamis Oriental