在現今的數位時代，品牌長期以來一直利用網紅行銷的力量來影響消費者的態度。儘管這種做法越來越受歡迎，現有的大多數研究仍集中於西方或已開發國家背景下的美妝與生活風格類網紅，忽略了其他產業與文化背景中對可信度的認知方式。本研究探討科技領域的網紅如何在菲律賓千禧世代中建立可信度，以回應發展中國家相關研究的缺口。本研究採用來源可信理論與現象學方法，透過對九位菲律賓千禧世代的半結構式線上訪談，深入理解他們與科技網紅互動的親身經驗。研究共歸納出五個主題，其中「可信度」與「專業性」為兩個最關鍵的影響因素。受訪者重視對商業合作的透明揭露、公正的產品評論以及專業知識的展現。儘管外貌吸引力與人口背景相似性影響有限，內容的相關性卻對建立共鳴與信任具有重要作用。研究結果指出，科技網紅與品牌若欲有效吸引菲律賓千禧世代，應優先考量透明度與高品質內容的傳遞。

In the modern digital space, brands have been leveraging the power of influencer marketing to shift consumer attitudes for a while now. While this practice has grown in popularity, most existing research focuses on beauty and lifestyle influencers in Western or developed nations' contexts, overlooking how credibility is experienced in other industries and cultural settings. This study explores how tech influencers build credibility among Filipino millennials, addressing a gap in research concerning developing nations. Drawing on Source Credibility Theory and a phenomenological approach, the study used semi-structured online interviews with Filipino millennials to understand their lived experiences of engaging with tech influencers. Five key themes emerged, with two factors emerging as the most crucial: trustworthiness and expertise. Participants valued transparency regarding sponsorships, unbiased reviews, and technical knowledge. While demographic similarity and attractiveness had little impact, the relevance of content was vital for relatability. The findings suggest that tech influencers and brands should prioritize transparency and quality content to engage Filipino millennials effectively.

Table of Contents
Thesis Validation Letter i
Acknowledgments ii
摘要 iii
Abstract iv
Table of Contents v
List of Tables vii
1. Introduction 1
2. Literature Review 4
2.1 Source Credibility Theory 5
2.2 Influencer Marketing 6
2.3 Influencer Marketing in the Philippines 8
2.4 The Technology Industry in the Philippines 10
2.5 Filipino Millennials Social Media Usage 12
2.6 Summary 14
3. Methodology 16
3.1 The Chosen Methodology 16
3.2 Participant Selection 17
3.3 Data Collection Methods 19
3.4 Thematic Data Analysis 21
3.5 Ethical Considerations 22
4. Results 23
4.1 Background information 23
4.2 Theme 1: Trustworthiness factors 26
4.3 Theme 2: Expertise factors 31
4.4 Theme 3: Limited role of attractiveness 35
4.5 Theme 4: Limited influence of similarity factors 37
4.6 Additional Findings 39
5. Discussion 47
5.1 What Makes Tech Influencers Credible? 49
5.2 Additional Findings 54
6. Limitations and Future Research 58
7. Conclusion 60
References 62
Appendix 73

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