Subjects -> BUSINESS AND ECONOMICS (Total: 3570 journals)
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    - TRADE AND INDUSTRIAL DIRECTORIES (2 journals)

BUSINESS AND ECONOMICS (1248 journals)            First | 1 2 3 4 5 6 7 | Last

Showing 601 - 800 of 1566 Journals sorted alphabetically
Investigación Administrativa     Open Access  
IPPR Progressive Review     Hybrid Journal  
Issues in Economics and Business     Open Access  
IZA Journal of Labor Economics     Open Access   (Followers: 17)
J : Multidisciplinary Scientific Journal     Open Access  
Jahrbuch für Regionalwissenschaft     Hybrid Journal  
Jàmbá : Journal of Disaster Risk Studies     Open Access   (Followers: 3)
Japan and the World Economy     Hybrid Journal   (Followers: 5)
Japanese Economic Review     Hybrid Journal   (Followers: 2)
Jindal Journal of Business Research     Full-text available via subscription  
Journal cover Sustainability Management Forum / NachhaltigkeitsManagementForum     Hybrid Journal  
Journal for Art Market Studies     Open Access   (Followers: 1)
Journal for Global Business Advancement     Hybrid Journal  
Journal for International Business and Entrepreneurship Development     Hybrid Journal   (Followers: 8)
Journal of Accounting & Organizational Change     Hybrid Journal   (Followers: 3)
Journal of Accounting and Economics     Hybrid Journal   (Followers: 44)
Journal of Adult Development     Hybrid Journal   (Followers: 6)
Journal of African Business     Hybrid Journal   (Followers: 1)
Journal of African Economies     Hybrid Journal   (Followers: 19)
Journal of Aggression Maltreatment & Trauma     Hybrid Journal   (Followers: 5)
Journal of Aging & Social Policy     Hybrid Journal   (Followers: 11)
Journal of Aging Studies     Hybrid Journal   (Followers: 13)
Journal of Agricultural Economics     Hybrid Journal   (Followers: 31)
Journal of Agronomy     Open Access   (Followers: 7)
Journal of Applied and Industrial Mathematics     Hybrid Journal  
Journal of Applied Business Research     Open Access   (Followers: 3)
Journal of Applied Corporate Finance     Hybrid Journal   (Followers: 18)
Journal of Applied Econometrics     Hybrid Journal   (Followers: 55)
Journal of Applied Economics     Open Access   (Followers: 13)
Journal of ASEAN Studies     Open Access   (Followers: 1)
Journal of Asia Business Studies     Hybrid Journal   (Followers: 1)
Journal of Asia-Pacific Business     Hybrid Journal  
Journal of Asian Economics     Hybrid Journal   (Followers: 3)
Journal of Banking & Finance     Hybrid Journal   (Followers: 172)
Journal of Banking Regulation     Hybrid Journal   (Followers: 27)
Journal of Behavioral and Experimental Finance     Full-text available via subscription   (Followers: 5)
Journal of Behavioral Decision Making     Hybrid Journal   (Followers: 22)
Journal of Behavioral Finance     Hybrid Journal   (Followers: 15)
Journal of Behavioural Economics and Social Systems     Open Access   (Followers: 2)
Journal of Bioeconomics     Hybrid Journal  
Journal of Business     Open Access   (Followers: 1)
Journal of Business     Open Access  
Journal of Business & Economic Statistics     Full-text available via subscription   (Followers: 38)
Journal of Business & Economics Research     Open Access   (Followers: 2)
Journal of Business & Financial Affairs     Open Access  
Journal of Business & Technology Law     Open Access   (Followers: 2)
Journal of Business Administration : The Association of Private Higher Education Institutions of Thailand     Open Access  
Journal of Business Administration and Social Sciences Ramkhamhaeng University     Open Access  
Journal of Business Administration Research     Open Access  
Journal of Business Analytics     Hybrid Journal  
Journal of Business and Behavioural Entrepreneurship     Open Access   (Followers: 1)
Journal of Business and Finance     Open Access   (Followers: 2)
Journal of Business and Management     Open Access   (Followers: 1)
Journal of Business and Management Research     Open Access   (Followers: 1)
Journal of Business and Management Sciences     Open Access  
Journal of Business and Management Studies     Open Access  
Journal of Business and Psychology     Hybrid Journal   (Followers: 13)
Journal of Business and Social Review in Emerging Economies     Open Access  
Journal of Business and Social Sciences     Open Access  
Journal of Business and Social Sciences Research     Open Access  
Journal of Business and Technical Communication     Hybrid Journal   (Followers: 7)
Journal of Business and Technology (Dhaka)     Open Access  
Journal of Business Case Studies     Open Access   (Followers: 2)
Journal of Business Continuity & Emergency Planning     Full-text available via subscription   (Followers: 24)
Journal of Business Cycle Research     Hybrid Journal  
Journal of Business Economics     Hybrid Journal   (Followers: 6)
Journal of Business Economics and Finance     Open Access   (Followers: 3)
Journal of Business Economics and Management     Open Access   (Followers: 2)
Journal of Business Ethics     Hybrid Journal   (Followers: 56)
Journal of Business Ethics Education     Full-text available via subscription   (Followers: 4)
Journal of Business in The Digital Age     Open Access  
Journal of Business Research     Hybrid Journal   (Followers: 22)
Journal of Business Strategy     Hybrid Journal   (Followers: 7)
Journal of Business Studies     Open Access  
Journal of Business Studies Quarterly     Open Access  
Journal of Business Thought     Full-text available via subscription  
Journal of Business Venturing Insights     Hybrid Journal   (Followers: 7)
Journal of Centrum Cathedra     Open Access  
Journal of Chinese Economic and Business Studies     Hybrid Journal  
Journal of Choice Modelling     Hybrid Journal   (Followers: 2)
Journal of Cognition and Development     Hybrid Journal   (Followers: 5)
Journal of Commodity Markets     Full-text available via subscription   (Followers: 1)
Journal of Comparative Asian Development     Hybrid Journal   (Followers: 1)
Journal of Comparative Economics     Hybrid Journal   (Followers: 13)
Journal of Competition Law and Economics     Hybrid Journal   (Followers: 34)
Journal of Consumer Behaviour     Hybrid Journal   (Followers: 26)
Journal of Consumer Policy     Hybrid Journal   (Followers: 13)
Journal of Consumer Research     Full-text available via subscription   (Followers: 49)
Journal of Contemporary European Research     Open Access   (Followers: 16)
Journal of Corporate Finance     Hybrid Journal   (Followers: 42)
Journal of Creating Value     Full-text available via subscription  
Journal of Cultural Economics     Hybrid Journal   (Followers: 2)
Journal of Cultural Economy     Hybrid Journal   (Followers: 8)
Journal of Customer Behaviour     Full-text available via subscription   (Followers: 4)
Journal of Data and Information Science     Open Access   (Followers: 4)
Journal of Derivatives & Hedge Funds     Hybrid Journal   (Followers: 6)
Journal of Design, Business & Society     Hybrid Journal   (Followers: 1)
Journal of Developing Areas     Full-text available via subscription   (Followers: 5)
Journal of Development Economics     Hybrid Journal   (Followers: 114)
Journal of Development Policy and Practice     Hybrid Journal   (Followers: 3)
Journal of Development Studies     Hybrid Journal   (Followers: 51)
Journal of Developmental Entrepreneurship     Hybrid Journal   (Followers: 5)
Journal of East-West Business     Hybrid Journal  
Journal of Eastern European and Central Asian Research     Open Access   (Followers: 4)
Journal of Econometrics     Hybrid Journal   (Followers: 82)
Journal of Economic & Financial Studies     Open Access   (Followers: 3)
Journal of Economic & Social Policy     Full-text available via subscription   (Followers: 11)
Journal of Economic Behavior & Organization     Hybrid Journal   (Followers: 48)
Journal of Economic Development, Environment and People     Open Access   (Followers: 11)
Journal of Economic Dynamics and Control     Hybrid Journal   (Followers: 44)
Journal of Economic Geography     Hybrid Journal   (Followers: 28)
Journal of Economic Growth     Hybrid Journal   (Followers: 36)
Journal of Economic Inequality     Hybrid Journal   (Followers: 21)
Journal of Economic Integration     Full-text available via subscription   (Followers: 4)
Journal of Economic Interaction and Coordination     Hybrid Journal  
Journal of Economic Methodology     Hybrid Journal   (Followers: 3)
Journal of Economic Policy Reform     Hybrid Journal   (Followers: 5)
Journal of Economic Psychology     Hybrid Journal   (Followers: 20)
Journal of Economic Structures     Open Access  
Journal of Economic Studies     Hybrid Journal   (Followers: 5)
Journal of Economic Surveys     Hybrid Journal   (Followers: 23)
Journal of Economics     Hybrid Journal   (Followers: 16)
Journal of Economics & Management Strategy     Hybrid Journal   (Followers: 10)
Journal of Economics and Business     Hybrid Journal   (Followers: 15)
Journal of Economics and Financial Analysis     Open Access   (Followers: 3)
Journal of Economics and Management Sciences     Open Access  
Journal of Economics and Political Economy     Open Access   (Followers: 6)
Journal of Economics and Public Finance     Open Access   (Followers: 2)
Journal of Economics, Business, & Accountancy Ventura     Open Access  
Journal of Economics, Finance and Accounting Studies     Open Access  
Journal of Economics, Management and Trade     Open Access  
Journal of Education and Work     Hybrid Journal   (Followers: 12)
Journal of Education for Sustainable Development     Hybrid Journal   (Followers: 8)
Journal of Electronic Commerce in Organizations     Full-text available via subscription   (Followers: 1)
Journal of Empirical Finance     Hybrid Journal   (Followers: 40)
Journal of Engineering and Technology Management     Hybrid Journal   (Followers: 4)
Journal of Enterprising Culture     Hybrid Journal   (Followers: 2)
Journal of Entrepreneurship     Hybrid Journal   (Followers: 17)
Journal of Entrepreneurship and Business Innovation     Open Access   (Followers: 9)
Journal of Entrepreneurship and Innovation in Emerging Economies     Hybrid Journal   (Followers: 4)
Journal of Environment & Development     Hybrid Journal   (Followers: 5)
Journal of Ergonomics     Open Access   (Followers: 8)
Journal of European Industrial Training     Hybrid Journal   (Followers: 2)
Journal of European Integration     Hybrid Journal   (Followers: 46)
Journal of Evolutionary Economics     Hybrid Journal   (Followers: 7)
Journal of Evolutionary Studies in Business     Open Access  
Journal of Family and Economic Issues     Hybrid Journal   (Followers: 4)
Journal of Financial Crime     Hybrid Journal   (Followers: 250)
Journal of Financial Econometrics     Hybrid Journal   (Followers: 31)
Journal of Financial Intermediation     Hybrid Journal   (Followers: 47)
Journal of Financial Regulation and Compliance     Hybrid Journal   (Followers: 9)
Journal of Financial Research     Hybrid Journal   (Followers: 13)
Journal of Financial Risk Management     Open Access   (Followers: 7)
Journal of Gambling Business and Economics     Full-text available via subscription   (Followers: 2)
Journal of Global Business Review     Open Access  
Journal of Global Optimization     Hybrid Journal   (Followers: 6)
Journal of Hazardous Materials     Hybrid Journal   (Followers: 12)
Journal of Health Management     Hybrid Journal   (Followers: 10)
Journal of Health Organisation and Management     Hybrid Journal   (Followers: 29)
Journal of Housing Economics     Hybrid Journal   (Followers: 10)
Journal of Human Resource Costing & Accounting     Hybrid Journal   (Followers: 5)
Journal of Indian Business Research     Hybrid Journal  
Journal of Indonesian Economy and Business     Open Access   (Followers: 1)
Journal of Industrial Economics     Hybrid Journal   (Followers: 23)
Journal of Industrial Relations     Hybrid Journal   (Followers: 22)
Journal of Industry, Competition and Trade     Hybrid Journal   (Followers: 10)
Journal of Innovation & Knowledge     Full-text available via subscription   (Followers: 3)
Journal of Innovation in Business and Economics     Open Access   (Followers: 1)
Journal of Institutional Economics     Hybrid Journal   (Followers: 16)
Journal of Intellectual Capital     Hybrid Journal   (Followers: 1)
Journal of Intelligence Studies in Business     Open Access   (Followers: 1)
Journal of Intergenerational Relationships     Hybrid Journal   (Followers: 4)
Journal of International Business Studies     Hybrid Journal   (Followers: 48)
Journal of International Education in Business     Hybrid Journal   (Followers: 2)
Journal of International Management, Educational and Economics Perspectives     Open Access  
Journal of International Scientific Researches     Open Access  
Journal of Law and Economics     Full-text available via subscription   (Followers: 80)
Journal of Law, Economics, and Organization     Hybrid Journal   (Followers: 49)
Journal of Legal Studies     Full-text available via subscription   (Followers: 46)
Journal of Management Analytics     Hybrid Journal  
Journal of Management and Development Studies     Open Access   (Followers: 1)
Journal of Manufacturing Processes     Full-text available via subscription   (Followers: 8)
Journal of Mathematical Economics     Hybrid Journal   (Followers: 4)
Journal of Media Economics     Hybrid Journal   (Followers: 3)
Journal of Medical Economics     Hybrid Journal   (Followers: 6)
Journal of Money Laundering Control     Hybrid Journal   (Followers: 249)
Journal of Multi-Criteria Decision Analysis     Hybrid Journal   (Followers: 1)
Journal of Multinational Financial Management     Hybrid Journal   (Followers: 5)
Journal of Nepalese Business Studies     Open Access  
Journal of Neuroscience, Psychology, and Economics     Full-text available via subscription   (Followers: 10)
Journal of New Business Ventures     Full-text available via subscription  
Journal of Nonprofit Education and Leadership     Full-text available via subscription   (Followers: 10)
Journal of Open Innovation : Technology, Market, and Complexity     Open Access   (Followers: 1)
Journal of Operations and Strategic Planning     Hybrid Journal  
Journal of Organizational Behavior     Hybrid Journal   (Followers: 61)
Journal of Organizational Behavior Management     Hybrid Journal   (Followers: 18)
Journal of Organizational Computing and Electronic Commerce     Hybrid Journal   (Followers: 1)
Journal of Participation and Employee Ownership     Hybrid Journal  
Journal of Payments Strategy & Systems     Full-text available via subscription   (Followers: 4)
Journal of Peasant Studies     Hybrid Journal   (Followers: 28)

  First | 1 2 3 4 5 6 7 | Last

Similar Journals
Journal Cover
Journal of Business and Management Studies
Number of Followers: 0  

  This is an Open Access Journal Open Access journal
ISSN (Online) 2709-0876
Published by Al-Kindi Center for Research and Development Homepage  [14 journals]
  • The Impact of Digital Marketing on Customer Buying Intention of Customers
           in the Philippines

    • Authors: Lance Astoriano, Gerona, Justin Albert D; Marzan, Juan Carlos R.
      Abstract: Digital marketing is arguably one of the preeminent marketing strategies utilized by today's vast number of businesses and companies. This strategy offers tools that enable them to promote their products to a much larger audience as it encompasses geographical boundaries. Also, it can build better relationships with customers since the content is customized to their liking. In the current study, the researchers aimed to determine how digital marketing affects the consumer behavior of Filipinos, specifically customer engagement and purchase intention. The following hypotheses were formulated: (H1) Social Media has a significant impact on Customer Engagement. (H2) Social media has a significant impact on purchase intention. (H3) Email marketing has a significant impact on customer engagement. (H4) Email marketing has a significant impact on purchase intention. (H5) Customer Engagement has a significant impact on purchase intention. A total of 334 respondents were surveyed online, and data was analyzed through the SPSS software. By the end of the research, it was found that digital marketing strategies, specifically social media marketing and email marketing, effectively generate purchase intention from Filipino consumers. This is aided by the customer engagement triggered by the advertisements presented on Facebook and their email. The researchers recommend further research on the topic but to branch out to other strategies and tactics of digital marketing since the current study focused solely on Facebook and email.
      PubDate: Wed, 11 May 2022 00:00:00 +000
       
  • TikTok as a Platform for Marketing Campaigns: The effect of Brand
           Awareness and Brand Recall on the Purchase Intentions of Millennials

    • Authors: Mary Aubrey G. Gesmundo; Melvin Dave S. Jordan, Wee Hansei D. Meridor, Dainielle Vien Muyot, Mary Caroline N. Castano, Agnes Jocelyn P. Bandojo
      Abstract: Modern individuals create social networks to connect. A digital social landscape now exists within the society that enables interactions while providing convenience and efficiency. A social media platform called TikTok consists of comprehensive and diverse videos that empower users to upload and watch content as they desire. The researchers highly considered this feature which led them to explore the deliverance of marketing campaigns created on TikTok. In a more profound sense, since countless brands are scrutinizing TikTok to gather their consumers, the purpose and objectives of this study determined the effect of brand awareness and brand recall on the purchase intention of millennials. This study incorporated the Attention, Interest, Desire, and Action (AIDA) Model and Selective Exposure Theory (SET) to serve as the foundation of the analysis. The study employed descriptive causal analysis. The study surveyed a group of millennials, ranging from 25 to 40 years old, who currently reside in the Philippines' National Capital Region (NCR). The researchers distributed the survey through Google forms and then utilized frequency and percentage distribution, mean and standard deviation, and PLS-SEM to analyze the results. This study determined that marketing campaigns can largely input brand awareness among millennials compared to enhancing their brand recall. Furthermore, marketing campaigns trigger their purchase intention. This study is deemed a resource to business owners, marketing students and professionals, and academic institutions that hope to generate further information on the existence of TikTok and its marketing advantage.
      PubDate: Fri, 06 May 2022 00:00:00 +000
       
  • Elements of Online Advertisements: Its Impact on Late Generation Z’s
           Purchase Intention

    • Authors: Mark Ryan Mergillano; Bryan Gabriel Nabor, Rhixonn Rourkee Halili, Kristian George Hinanay, Jun R. Grimaldo
      Abstract: Online advertising is considered as one of the most popular forms of communication in persuading consumers to purchase a product. It asks the question of how an advertisement becomes well-written or well-processed. Correspondingly, many factors contribute to making an online advertisement a successful process. In this light, the researchers aim to determine the influence of the different elements of online advertisements on Late Generation Z's purchase intention. To be more particular, the researchers focused on several factors, such as (1) advertising appeals, (2) visual and verbal elements, and (3) social media platforms. The methods utilized in gathering the data in this study were through Google Forms as there were constraints to physical contact due to the COVID-19 pandemic. After assessing the necessary data for this study, the researchers have found that some elements of online advertisements are always significant to Late Generation Z. To be more specific, some of these elements are as follows: (1) the brand logo’s overall style and background meaning, (2) the informativeness and credibility of an advertisement, (3) the authenticity of an advertisement, and lastly, (4) the credibility of social media platforms in terms of purchasing products and services. The study intends to fill the gap in this domain to help advertising companies, businesses, marketers, and researchers fully maximize the potential of online advertisements.
      PubDate: Fri, 06 May 2022 00:00:00 +000
       
  • The Effect of Work Environment and Work Motivation on Employee Performance
           through Workload on Bpjs Health Employees Prima Branch Office

    • Authors: Niken Udanarti
      Abstract: The purpose of this study was three-fold. First, to analyze the effect of the work environment and work motivation on the workload at BPJS Kesehatan Prima Branch Office. Second, to analyze the effect of work environment, work motivation, and workload on employee performance at BPJS Kesehatan Prima Branch Office. Third, to analyze the influence of the work environment and work motivation on employee performance through the workload of employees at BPJS Kesehatan Prima Branch Office. The research used a quantitative approach. The population in this study was all employees of BPJS Kesehatan Prima Branch Office. The technique of determining the number of samples in this study used a saturated sample. Thus, the number of samples is set at 50 employees. The data collection used in this research is using a questionnaire. The data analysis method in this study uses Structural Equation Modeling (SEM) with the help of SmartPLS software version 3.2.9. The results in this study indicate that the work environment and work motivation have a negative and significant effect on the workload of BPJS Kesehatan employees at the prime branch in Jakarta. Work environment and work motivation have a positive and significant effect on employee performance at BPJS Kesehatan prime branch employees in Jakarta. Workload has a negative and significant effect on employee performance at BPJS Kesehatan prime branch employees in Jakarta. Work environment and work motivation have a positive and significant effect on employee performance through the workload of BPJS Kesehatan prime branch employees in Jakarta.
      PubDate: Sat, 30 Apr 2022 00:00:00 +000
       
  • Factors Influencing Customer Satisfaction towards Luxury Clothing: Quiet
           Luxury and Logomania among Filipino Millennials

    • Authors: Sophia Mae Dealca; John Rafael D. Estrera, Christian Lloyd L. Tibalao, Francis Lawrence B. De Jesus AL-Gamiel
      Abstract: People get a variety of advantages and pleasures by wearing luxurious clothing. Apparently, Millennials are anchored towards "Conspicuous Consumption," which leads them to spend heavily on clothing that displays power on their character. Considering that 41.9% of Filipino Millennials belonging to social classes A, B, and C1 are in Metro Manila, this generation group is one of the most significant consumers contributing to luxurious purchases. This study identifies the significant difference in the motivation for luxury clothing of the respondents when grouped according to a.) social status b.) Manner of procuring luxury items & c.) location of the purchasing customer. By employing the mixed method using an online survey questionnaire, this study was able to identify the different motivational factors that drive consumers to buy luxury clothing regardless of its high cost. The data are analyzed using descriptive and inferential statistics to assess the respondents' level of agreement on independent and dependent variables. At the end of this study, the researchers would distinguish the characteristics of individuals who prefer to buy Loud Luxury (Logomania) and Quiet Luxury of Filipino Millennials.
      PubDate: Thu, 21 Apr 2022 00:00:00 +000
       
  • Pre- and Post-Purchase Factors Contributing to Dissonance of Filipino
           Credit Cardholders Amidst Exposure to Financial Risk

    • Authors: Andreana Gene Gomez; Kristine Falales, Tricia Mae Villaflores
      Abstract: Credit card transactions among Filipinos have steadily increased over the past years due to factors like convenience, availability, promotion, and payment terms. Amidst the benefits it brings, the possibility of consumer dissonance brought about by pre-and post-purchase factors as well as financial risk is still noteworthy consideration when utilizing credit. The study focuses on the analysis of the pre-and post-purchase factors that contribute to consumer dissonance amongst Filipino credit cardholders. Due to growing concerns over the development of consumer debt, a gap in the research literature suggests the need to examine the factors that influence the consumers in making their purchases amidst exposure to financial risk, especially with respect to the accessibility of payment extension solutions such as credit card payment. The study will utilize a Descriptive and Inferential Survey Research Design across 196 respondents within Metro Manila. Furthermore, this information can help business managers and operators to analyze and market their payment solutions more effectively.
      PubDate: Sat, 16 Apr 2022 00:00:00 +000
       
  • The Impact of Online Advertisement on Building a Brand and on Purchase
           Intention

    • Authors: Xyrille Christian Cabigting; Angela Denise Marallag, Bryan Paulo Mariano, Jun Grimaldo
      Abstract: In the modern era of technology, online advertising is the most common tool used by firms to promote certain products or brands. This study examines the impact of online advertisements on building a brand and on purchase intention. The study sample consists of 389 respondents from different regions in the Philippines. A descriptive correlation was used to analyze and interpret the data. As concluded, online communities and electronic word-of-mouth affect the purchase intentions and brand loyalty of customers. Additionally, the results of the study indicate that online advertising has a significant influence on purchase decisions. By these mentioned factors, the study evidently proposes significant positive effects on purchase intention and brand loyalty of consumers.
      PubDate: Sat, 16 Apr 2022 00:00:00 +000
       
  • Pink Power: The Extent of Awareness, Driving Factors, and Overall
           Perception of Filipina Youth Consumers in Metro Manila, Philippines on
           Pink Tax Caused by Pink Marketing Strategy

    • Authors: Allaine Bernadette Chua; Alyannah Hidalgo, Joshua James Huyo-a, Alain Jomarie G. Santos
      Abstract: One of the features of pink marketing is the usage of the color pink in women's products. However, this marketing strategy often employs pink tax, an extra amount charged to women's products even though the products are similar or equal in benefit to men's; the only difference is the color. In the Philippines, the pink tax is not yet explored. The study aimed to explore the extent of awareness, driving factors, and overall perception of Filipina youth consumers on pink tax caused by the practice of pink marketing. The study employed a qualitative descriptive research design. Thematic analysis revealed personal experiences of the respondents permeated the concept, corroborating previous literature and studies. The study concludes respondent Filipina Youth Consumers are aware of pink tax but only to the extent of definition and practice as observed in different products. They are not willing to buy products with pink tax as caused by the pink marketing strategy; however, the quality and the social and cultural norm with regard to gender schema are the driving factors to purchase. Negative perceptions outweigh the positive ones as it is viewed to be discriminatory, against equality and a way of deceiving and exploiting women consumers by the companies incorporating pink tax into their pink marketing strategy and respondents perceived that the concept should be addressed. The researchers recommend that the policymaking bodies study the matter to promote the value of women as consumers and contributors to the economy. They can use this research for policymaking or reference to review existing consumer and business laws for improvement.
      PubDate: Sun, 10 Apr 2022 00:00:00 +000
       
  • The Effect of Hospital Management Information System Performance on
           Hospital Financial Reports Quality Moderated by Human Resources
           Competence: An Empirical Study at DKI Jakarta Province’s X Hospital

    • Authors: Pramono; Adli
      Abstract: This research is aimed at, first, observing the impacts of the hospital management information system on the financial reports quality of Hospital X. Second, observing the impacts of hospital management information system performance on the financial report quality at Hospital X as moderated by HR competence. The research applied the quantitative method. Three variables were applied to this study, namely independent variable, namely hospital management information system performance. The moderation variable applied was HR competence and the dependent variable applied to this study was Financial Report quality. Its population includes all accounting and IT unit staff with 82 samples. Structural Equation Modeling (SEM) data analysis technique was applied during the data analysis process, whereas for the data input process, the study used SmartPLS software. The research results show that Hospital Management Information System Performance has an impact on the Financial Report Quality and Hospital Management Information System Performance has no impact on Financial Report Quality as moderated by HR competence.
      PubDate: Sat, 09 Apr 2022 00:00:00 +000
       
  • The Relationship of Facebook Messenger Marketing to the Purchasing
           Intention of the Consumers of Philippine MSMEs

    • Authors: Anne Valerie Casimiro; Cathleen Chua, Dominique Earl Pasquin, Jun R. Grimaldo
      Abstract: Philippines, as the social media capital of the world, has the highest social media usage rate, with over 60% higher than the average rate for other countries and which amounts to an average of 11 hours of usage per day, as of 2021. Compared to over 9 hours per day last 2019, it is evident that the pandemic caused a spike in the statistics since more people are on their phones while staying at home. From the start of the pandemic, the use of social media platforms including Facebook Messenger for marketing product and service offerings from MSMEs has also increased. The restrictions brought upon by the rise of COVID-19, made MSMEs integrate the use of these platforms to market their products and connect with their consumers by providing online customer service. 300 respondents were asked to answer the survey which involves questions about service/web qualities and purchase intention to which the researchers discovered the significance of informativeness, assurance, and empathy towards the purchase intention of the consumers in encountering messages from MSMEs on Facebook Messenger. It was found that web and service quality factors affect the purchase intention of the respondents positively to a certain degree. This study has shown that most people prefer to use Facebook Messenger when it comes to purchasing things online. Different levels of significance with purchase intention were found among different factors of marketing messages sent through Facebook Messenger. Informativeness, assurance, and empathy are the ones that are significantly correlated with purchase intention. Whereas Access, Reliability, and Responsibility have a lower significance with Purchase Intention.
      PubDate: Sat, 09 Apr 2022 00:00:00 +000
       
  • Transitioning Towards a Fully Digital Banking Environment: Analyzing
           Financial Consumption Preferences of Metro Manila Banking Customers

    • Authors: Nina Isabel Gigante; Patricia Anne Martin, Hiroshi Marutani
      Abstract: The emergence of technology, combined with the adoption and integration of new practices, has greatly affected multiple business fields, including the Philippine banking industry. This leads to the entrance of fully digital banking platforms, a potential alternative to brick-and-mortar banks. Would Metro Manila banking customers utilize fully digital banks, or would they prefer the established traditional banking institutions as their personal choice for financial services and transactions' By surveying 385 respondents, the researchers obtained and analyzed information about the preferences and behavior of banking customers to learn more about the degree to which customer characteristics affected their preferences for certain banking products. This study proved that Metro Manila banking customers have a strong inclination towards physical or traditional banks, given that 60.5% of the total respondents are traditional banking users compared to 4.4% for fully digital banks and 35.1% for both traditional and fully digital banks. Decision variables such as convenience, efficiency, customization/personalization, security, and privacy also played a significant role in evaluating and assessing customer motivation in determining a preference. The results yielded a more localized and concentrated approach that exhibits the factors regarding traditional and fully digital banks that would potentially help the Philippine banking industry to adjust and adapt to emerging technology and consumer needs.
      PubDate: Tue, 05 Apr 2022 00:00:00 +000
       
  • Instaworthy: A Study on the Effects of Photo Editing towards Electronic
           Commerce in Metro Manila

    • Authors: Kyle Ivan Anthony Pablo; Gerald Gallaza, Bianca Elizabeth Delos Reyes, Francis Lawrence B. De Jesus
      Abstract: Photo-editing has been emerging since businesses shifted into e-commerce. This is one of the strategies used by businesses and companies to enhance the appearance of their products. A well-known platform in this generation for e-commerce that can utilize photo-enhancing tools is Instagram. A review of the related literature says that people’s perceptions and behaviors change whenever visual aids are present. Photographs and videos emit specific reactions from people because of their Cognitive and Perceptual biases. This is also why consumers behave in a particular way during the start of their purchasing decision phase in the e-commerce platform. Furthermore, Instagram marketing is one of the most affected platforms since this application’s contents revolve around its photo-sharing feature, which many feared can be deceiving. This study proves that photographs have an impact that can be related to the purchasing behavior of the consumers, much more if the marketing collateral is very likeable. It increases the interest of the consumers and helps business owners to develop photographic collateral and have a better sales performance for the businesses. Although two biases were present, the most recurring is the Perceptual influence of the consumers. The exposure to external intakes made people capable of handling their expectations, which is why it debunks the perceptions of other people’s views about how deceiving Instagram marketing can be as a photo-sharing e-commerce platform.
      PubDate: Tue, 05 Apr 2022 00:00:00 +000
       
  • The Impact of Influencer Marketing on Consumers’ Brand Perception of
           Travel Applications

    • Authors: Fatima Amagsila; Ella Mae Cadavis, Jhon Paul Callueng, Jc Reimark Manio
      Abstract: Social media has been used as a platform to learn or share a person's travel experiences which enabled a new wave of marketing where influencers play a huge role. From this instance, would the consumers’ brand perception and usage intention be affected by these influencers that they see on social media' The study was characterized as descriptive-correlational research and gathered data through a survey using self-made questionnaires, validated by an academic practitioner and tested reliability with Cronbach alpha. With the Online Travel Agencies in the country as the subjects, and the travel enthusiasts who belong to the Millennial or Generation Z group and are living in the city, specifically in the Philippines’ National Capital Region, as the respondents of this study. Using a Raosoft calculator, the researchers collected 385 responses as the minimum required sample size for this study. The data collected showed a positive correlation between influencer marketing and brand perception of travel applications with a correlation coefficient of 0.622 using Spearman's Rho. However, there are specific characteristics that respondents look for in an influencer, primarily the ability "to inspire." and their credibility in promoting travel applications.
      PubDate: Tue, 05 Apr 2022 00:00:00 +000
       
  • Socially Oriented Behavior and Purchasing Emotions of Filipino Consumers
           towards Eco-Friendly Apparel Products

    • Authors: Vinna Justin Alvaro; Mary Caroline Castano, Angela Faith Dela Cruz, Marc Andrei Sebastian, Cheska Mae Torres
      Abstract: In recent years, Filipino consumers are becoming more socially aware of the usage of products that can be harmful to the environment. Purchasing eco-friendly products is a big step towards sustainable development in the Philippines. The objectives of this study are to identify what are the socially-oriented behavior that influences Filipino consumers to purchase eco-friendly apparel products, if emotions play a role in the purchasing behavior regarding eco-friendly apparel products, and to identify the key determinants that are behind the reason for the intention-behavior gap and purchasing behavior of Filipino consumers regarding eco-friendly apparel products. Filipino consumers from age 18 and above and those residing in Metro Manila are the respondents, while the use of descriptive survey methods was utilized in data collection. The results revealed that the three variables, which are Socially Oriented Behavior, Emotions, and Key Determinants, all passed the PLS-SEM and have discriminant validity. However, the discussion of the results had proved that only two out of three hypotheses had been proven to be true, which are hypotheses 1 and 3. Socially Oriented Behavior and Key Determinants have been proven to affect Purchasing Behavior, whereas emotions play no significant role in the purchasing behavior of Filipino consumers. In addition, this study showed that the Key Determinants factor quality and availability of green apparel could influence the intention-behavior gap.
      PubDate: Sun, 03 Apr 2022 00:00:00 +000
       
  • Advertising Appeals influencing the Brand Engagement of Gen Y and Z in
           terms of Social Media Pre-roll Advertisements

    • Authors: Erll Angelo De Leon; Ma. Bianca Resuta, Derie Rose Virtusio
      Abstract: This study focused on how advertising appeals affect the brand engagement of Generations Y and Z in terms of pre-roll advertisements found on Facebook and YouTube. The objective of this study was to know what specific advertising appeal captures the attention of both Gen Y and Gen Z, as well as enumerate what advertising appeal captures their attention individually. Lastly, to identify which particular advertising ABPs increase the brand engagement of Gen Y and Z. According to studies, three advertising appeals positively affect brand engagement; Emotional Appeals, Visual Appeals, and Ethical Appeals. A total of 300 respondents answered the online survey via Google forms, 145 respondents for Gen Y and 155 respondents for Gen Z. The survey questionnaire was conducted with three different parts, which are; Profiling, Ad testing, and General Questionnaire. To answer the different research questions in this study, the following statistical treatment tools were used; Kruskal-Wallis H Test and Post Hoc Test, Mann-Whitney U Test, and Multivariate Regression Analysis, all at 0.05 and 0.1 levels of significance. For the results of this study, the researchers found out that Ethical pre-roll advertisements capture Gen Z's attention using the Post Hoc Test. On the other hand, Emotional pre-roll advertisements capture Gen Y's attention based on the Mann-Whitney U Test. The study successfully identified advertising ABPs of the Gen Y and Z that significantly influenced their brand engagement. If these ABPs garnered a high score, the probability of a high brand engagement score towards the particular pre-roll advertising appeal also increases.
      PubDate: Thu, 31 Mar 2022 00:00:00 +000
       
  • The Effectiveness of Social Media Influencers in the Cosmetic and Skincare
           Industry to the Purchase Intention of the Generation Z Filipinos

    • Authors: Ronn Alexis Castillo; Czarina Zoy Jaramillo, Leonard Sy
      Abstract: Influencer marketing, the process of examining, identifying, and supporting beauty influencers who communicate on behalf of the brand’s customers, is a trend in today’s digital world across various social media platforms, creating an opportunity for brands to market through social media influencers. To investigate the effectiveness of social media influencers in the cosmetics and skincare industry, the researchers conducted a quantitative analysis using Pearson Product Moment Correlation to examine and identify the effectiveness of social media influencers in the said industry on the purchase intention of Filipino consumers. This research is distinctive as it concentrates on the relatively emerging and fast-evolving cosmetic and skincare industry in the Philippine market. The absence of studies in the Philippines, where social media influencers play a vital role in a brand’s marketing and advertising efforts, is one element that distinguishes this study. The study has highlighted four main hypotheses. These factors include Trust, Perceived Credibility, Perceived Image, and Brand Attitude as the influencing factors for Generation Z Filipino consumers. Findings from the data gathered have shown that all the hypotheses generated a significant relationship and positive correlation toward purchase intention.
      PubDate: Thu, 31 Mar 2022 00:00:00 +000
       
  • Understanding the Influence of Mobile Interface of Shopee and Lazada on
           Customer Conversion

    • Authors: Therhey Ann Centeno; Alliah Clarisse Pacheco, Gem Danielle Sigua, Nicole John Tan, Ronald Fernandez
      Abstract: Mobile commerce is an industry that has rapidly grown in value over the years. Fewer customers now use their mobile devices only as a single functioning unit, expanding their purpose even to shopping. Despite its increasing popularity, recent literature reviews did not reveal a definitive study on m-commerce app interface quality and its relation to customer conversion. This paper aims to understand the influence of mobile interface on customer conversion by examining the top 2 e-commerce apps in the Philippines – Shopee and Lazada. The Regression analysis method is applied in determining relationships between variables. From a total of 385 participants, results show that dimensions of the mobile interface (visual appeal, layout quality, information quality) influence credibility and usability, except for in-app banners, which has a negligible effect on customers. The study has also found that all aspects of mobile interface positively influence customer conversion. On top of that, the researchers have also taken steps to discover that perceived trust and ease of use greatly affect customer conversion. Hence, when a customer finds an e-commerce platform to be trustworthy and user-friendly, the more they will be likely to purchase a product.
      PubDate: Thu, 31 Mar 2022 00:00:00 +000
       
  • An analysis of Gen Z’s Purchase intention of Video Games within
           Metro Manila

    • Authors: Lian Thorjie Lim; Enrico Miguel Peralta, Martin Jego Solano
      Abstract: Advertisements are regarded as one of the most efficient ways in which a brand can send a message to its customers. More than this, advertisements are also the easiest way in which consumers are able to know more about certain products and services offered by companies that are available in the market. It is because of the effectiveness of advertisements in creating consumer demand that companies invest large sums of money in advertising. As the world continues to structurally shift from traditional to digital media, companies are now integrating social media advertising activities and strategies into their business models. This study identifies three variables that can potentially affect Gen Z’s purchase intention towards video games, such as product trust, consumer attitude towards targeted advertising, and social media advertising activities. A Structural Equation Modelling was used for this study to determine the relationships between the variables that contribute to the overall purchase intention of Gen Z’s towards video games.
      PubDate: Mon, 28 Mar 2022 00:00:00 +000
       
  • Consumers Attitude towards Skincare Products Endorsed by Filipino
           Macro-Influencers on Instagram

    • Authors: Fatima Mae Libunao; Jhanniella Denise Martinez, Ma. Katlina Rodriguez, Mary Caroline Castaño
      Abstract: Public figures such as celebrities, social media influencers, vloggers, and politicians are some of the widely used endorsers in industries such as the beauty and personal care industry. These public figures promote products and or brands to spread awareness and increase the sale of the company. This study aims to know if the Filipino Macro-Influencers can affect the consumers' purchasing behavior: to determine if the use of Filipino macro-influencers is effective and how they can help the consumers' decision-making, and to know the consumers' perception towards the products that these personalities endorse. The researchers conducted a purposive and simple random sampling survey to gather data that will target 216 Instagram users who are consumers of skincare products using online questionnaires. The accurate results using PLS-SEM show that the independent variable, Filipino Instagram Macro-influencers, has a significant effect on the four independent variables, purchase intention, decision making, consumers trust, and positive eWOM of the consumers of skincare products.
      PubDate: Mon, 28 Mar 2022 00:00:00 +000
       
  • The Effect of Online Wet Markets Website Quality on the Purchase Intention
           of Consumers in Caloocan City

    • Authors: Christian Brazil; Stephen Brian Neri, Allan Ysmael Soriano, Carl Fritz Victorio, Jun R. Grimaldo
      Abstract: The digital age fueled the rise of Filipino internet users through text messaging and interacting through social media. In addition, users took advantage of the potential of the internet by conducting transactions online, such as purchasing, selling, and advertising products and services. Electronic commerce or e-commerce is becoming a global phenomenon, with more people opting to purchase goods and services online. E-commerce has also opened many opportunities for businesses to launch online. A wide array of products and services are being sold online, such as clothing items, home essentials, etc. The pandemic which caused restrictions in going out led to online wet markets gaining popularity. A wet market or palengke is a public market place where fresh produce, poultry, meat, fish, etc., are sold. The rise of online wet markets allowed people to purchase and receive fresh food items without having to leave the comforts of their homes. This also allows them to avoid going out and conform to existing protocols during quarantine. The study will use descriptive statistics in examining the relationship of website quality dimensions: quality of information, quality of interaction, usability, and consumer purchase intention of residents in Caloocan City. Some of the respondents were randomly selected to give intuition on the improvement of the existing research paper. The relationship between website quality and perceived risk may be deduced: the greater the website quality, the lower the perceived risk. Respondents' level of security in disclosing their information when making a transaction in an online wet market was regarded as a risk. In addition, the study found that online quality had a considerable impact on consumers' purchasing intentions. Customers' perceived risk is not taken into account when anticipating their intentions.
      PubDate: Mon, 28 Mar 2022 00:00:00 +000
       
  • The Effects of Online Reviews on Purchase Intention in the Shopee Fashion
           Industry

    • Authors: Angela Dominique Andoy; Jose Antonio Beriña, Jan Erika Querubin, Jun Grimaldo
      Abstract: Online shopping through e-commerce websites has become prevalent in today's time. With that, online reviews have become a significant source of product information for consumers and businesses, but little is known about how consumers perceive the credibility of a review and whether it affects their intention to purchase. The purpose of this study is to identify the factors that influence review credibility and its subsequent effect on purchase intention. The study used a correlational type design wherein an adapted questionnaire was utilized to gather the insights of consumers on accuracy, completeness, timeliness, review quantity, review consistency, and review expertise as factors of review credibility and purchase intention. Respondents were selected through purposive sampling to ensure the credibility of the respondents. The study confirmed that accuracy, timeliness, and review expertise have a positive effect on review credibility, while completeness, review quantity, and review consistency revealed no significant effect. Subsequently, review credibility influences purchase intention; thus, it is recommended to focus on the factors that were determined to affect review credibility.
      PubDate: Mon, 28 Mar 2022 00:00:00 +000
       
  • Consumer Behavior and Practices towards Green Marketing of Food
           Enterprises

    • Authors: Mathew Hervey Lim; Chrissane Rey, Maria Patricia Zamuco, Mary Caroline Castaño
      Abstract: There are human activities that cause problems and affect other living beings negatively. One of these problems is environmental issues like depletion of resources, challenges with electricity, usage of toxic agents, pollution, and waste because of consumption. These aforementioned environmental problems have started to come to society’s concern with the natural environment; businesses have begun to modify their ways in an attempt to address these. A few developments have been integrated to address such issues. That's why green marketing and concepts emerged. Some businesses have been quick to accept concepts and have integrated concerns into all organizational activities. The changes awaken the business world and consumers regarding the responsibilities towards the environment. Consumers are now sensible to these and result preferably environment-friendly products or services. By this, it indicates that consumers are increasingly concerned and are changing their behavior. That means there is a growing market for sustainable and socially responsible products and services. In return for this behavior of the consumers, companies have started to form their marketing strategies so as to appeal to increasing awareness of this environment-friendliness named green marketing. Enterprises adopt green policies in their organizations and marketing mix, which are pricing, promotion, product, and places - distribution activities. Strategies targeting not only making a profit for the day but also for long-term profitability and environmentally friendly sustainability have started to become agendas of the companies. It holds the view that marketing which is a part of the business, not only has to satisfy customers in particular but also has to take into account the interests of society in general. This study will be conducted in order to determine what specific elements are involved with people’s choosing habits and what components do have an impact and effect on them choosing one rather than the other. It further highlights the consumer perception and awareness of green marketing in food enterprises to see how consumer behaviors are influenced and impacted by these practices. The study discusses the market for food enterprises to be utilized more within consumers that have pro-environmental preferences.
      PubDate: Sat, 26 Mar 2022 00:00:00 +000
       
  • Consumer Trust in Mobile Phone Industry: Comparative Study on Traditional
           Commerce & E-commerce

    • Authors: Kian Balgomera; Armel Emmanuel Dela Cruz, Jan Emmanuel G Santiago, Ronald R. Fernandez
      Abstract: This paper aims to determine the factors that influence consumers’ decision-making prior to purchasing mobile phones in e-commerce platforms and retail establishments, otherwise known as traditional commerce. Although previous studies have been conducted in understanding consumer trust, this research specifically focuses on a specific industry only, which was a decision made in order to narrow down and better understand the consumer buying behavior, as opposed to having multiple industries which would result in inaccurate findings. Variables used were determined based on related literature leaning towards comparative research, as well as consumer buying behavior. Several methods, including descriptive statistics and independent t-test calculations, have been conducted by the researchers to come up with a conclusion that can assist consumers in having ample knowledge before purchasing a mobile phone on different commerce platforms. The researchers concluded that Traditional commerce is much preferable by the consumers with regards to these factors; credibility perceived ease of use, and satisfaction.
      PubDate: Sat, 26 Mar 2022 00:00:00 +000
       
  • Brand Activism: Impact of Woke Advertising on the Consumers’ Attitude
           and Brand Perceptions Towards Purchase Intention

    • Authors: Carlos Cristobal; Alyssa Rhose Del Prado, Ansberto Cagampan, Ernesto Dimaculangan
      Abstract: As more and more consumers are becoming aware and interested in socio-political issues, brands are changing the way they advertise by communicating their stance on key issues on their advertising campaign; a strategy called woke advertising. Through this strategy, brands are taking up the responsibility of creating a lasting positive impact and meaningful contribution to society. However, instead of serving the desired purpose, some of these woke advertisements can backfire and generate negative responses. Thus, this study aims to analyze the impact of woke advertising on the consumers’ attitudes and brand perceptions towards their purchase intentions. The researchers conceptualized two (2) consumer concepts, namely 'passive woke consumers' and 'active woke consumers,' to further define what type of consumers they turn into. Moreover, the researchers conducted an experimental study to determine the changes in the behavior of the consumers before and after they see the woke advertisements. Three hundred eighty-five (385) participants from the National Capital Region were randomly selected based on the criteria developed by the researchers. Furthermore, paired t-test and descriptive analyses were utilized in analyzing the data. This study found out that woke advertisements enhance the overall consumer attitude and brand perception of Filipino consumers. However, they are not a major contributor in increasing their purchase intentions. It is then recommended for future researchers to consider studying other brands that did not have proper execution in addressing sensitive issues that caused negative feedback and controversy around the brand.
      PubDate: Wed, 23 Mar 2022 00:00:00 +000
       
  • Consumer’s Attitude on Online Payment Systems as Driven by Risks

    • Authors: MARIEL KATRINA REYNON; PETER CARLO BULATAO, JOSCELLE ANN VERGEL, LAUREN ASHLEY YABUT, JUN GRIMALDO
      Abstract: An online payment system has brought convenience to its users as it is a tool used to conduct cashless transactions. However, it involves risks that may differ from one person’s perspective to another. Hence, the objective of this research is to understand the consumer’s attitude regarding the technology, considering their perceived risk after system usage. A non-probability convenience sampling was utilized in this study, and a total of 384 responses were gathered. It has been found that perceived risk has a positive effect on perceived usefulness and ease of use; attitude is positively affected by perceived usefulness and ease, and attitude positively affects the intention to use. The results in this study can be used as a reference in conducting relevant studies, enhancement of the services of FinTech institutions, and for business owners to aid them in facilitating and implementing cashless payment methods in their transactions. Furthermore, the result in this study provides knowledge of the user perception in operating the system and contributes to the benefit of society, seeing that this system of payment portrays a vital role in the world today.
      PubDate: Wed, 23 Mar 2022 00:00:00 +000
       
  • Factors Influencing Shopee Users’ Intention to Purchase Products during
           Shopee Philippines’ Big Online Shopping Events

    • Authors: Isabela Bacay; Roiel Anthony Ramirez, Franceline Naomi Ramos, Jun R. Grimaldo
      Abstract: The growth of E-Commerce in the Philippines has shifted dramatically at an unprecedented pace during the COVID-19 pandemic, forcing consumers to shop online. The change in consumer behavior created a domino effect both for physical stores and e-commerce platforms. With the impact on the said area, the study focused on Shopee’s big online shopping events that make the platform the #1 Online Shopping Application in the Philippines as of 2020. The study empirically observed and analyzed how the factors influenced users to participate and develop their purchase intentions, considering the ongoing pandemic, allowing the researchers to identify the gaps in an online event. The factors that were observed are Celebrity Endorsers & Social Media Influencers, Advertising Appeal, Creative Sales Promotion/s, and Timing. The study used an online survey questionnaire, allowing the researchers to gather quantitative data through Likert Scale questions or statements that asked the respondents to answer based on their level of agreement. The effectiveness of each factor and its influence on purchase intention were determined by performing Descriptive Statistics and Regression Analysis as it was revealed that creative sales promotions (offering free vouchers, providing promotional codes, discount deals, etc.) to consumers and timing of events have a significant effect on Shopee users’ purchase intention, which are ideal for marketers to use as tools to develop effective marketing strategies to attract and persuade consumers to purchase products. However, Celebrity Endorsers & Social Media Influencers and Advertising Appeal are not significant or have no influence on online shoppers’ intention to purchase. As these may not be the ideal marketing tools or strategies to persuade consumers to buy, these can be relevant when it comes to building brand image and increasing brand awareness. The findings provided online businesses with insights to influence users’ purchase intent during online shopping event sales.
      PubDate: Wed, 23 Mar 2022 00:00:00 +000
       
  • Invasion or Personalization: An Overview on User Attitudes towards the
           Privacy Issues in Targeted Advertising in NCR and Its Effect in Consumer
           Purchase Behavior

    • Authors: Bea Andrea Antonio; Kyra Lyn Dela Cruz, Aaliyah Isis Jimenez, Earl Pantoja
      Abstract: Targeted advertising is online advertising that focuses on the behavior of the consumer to give them a specific advertisement. Literature on targeted advertising focused mainly on the strategy crossing the personal boundaries of the consumers and how fields of marketing, finance, advertising, etc., are benefitting from the algorithmic profiling of personalized advertising. Findings revealed the negative sides of personalized advertising, such as advertising irritation and negative attitudes towards targeted ads. We argue that the focus is limited; thus, we aim to determine the perception of users towards targeted advertising and utilize it to identify the influence of their perception on their purchasing behavior, examine if there is a correlation between their demographic and their perception of targeted advertising. The study site are respondents who have experience in online shopping residing in the National Capital Region of the Philippines. We were able to gather the data through disseminating Google forms and utilized the purposive sampling technique in segmenting the respondents. In the survey of N=261 respondents, the result reveals that consumers are completely concerned and interested in their personal information online but perceive targeted advertising as personalization, hence, will continue their purchase as it adds ease to their online shopping experience.
      PubDate: Wed, 23 Mar 2022 00:00:00 +000
       
  • Mismatched Endorsement: Role of Korean Endorsers on Philippines’
           Telecommunication Brands

    • Authors: Earl Pantoja; Wennie Grace Dela Torre, Amabelle Inacay, Jadyn Gail Ornopia
      Abstract: In today’s competitive market, advertising has become crucial for businesses to establish their presence and relevance. They implement different strategies that are inclusive of the celebrity endorsement wherein businesses hire a prominent figure as a spokesperson for their brand or product. The Philippine market is no stranger to this advertising strategy and has, in fact, brought in foreign celebrities as endorsers for Filipino brands. This can be seen with the recent advertisements of Philippine telco companies Globe and Smart featuring Blackpink and BTS, respectively. However, there is a clear mismatch between the endorsers and the brands since the Korean endorsers are not users of the products of Globe and Smart. This mismatch may result in the advertisement being ineffectual, especially since previous studies have already shown that the credibility of the endorser is key in generating purchase intention from the consumers. It is for this reason that the researchers wished to determine how the mismatch influences the behavior of Filipino telco consumers. The researchers generated hypotheses for the study that were tested through confirmatory analysis. Purposive sampling was used to identify respondents, and a digital survey was sent out to gather data from the 300 respondents. Data analysis of the study was conducted through the aid of Statistical Package for the Social Sciences (SPSS) software. The results showed that not all Filipino consumers notice the mismatch between the Korean celebrity endorsers and Globe and Smart. Furthermore, the current study contradicted the findings of previous research regarding the source credibility model. It found that the Korean celebrity endorsers’ questionable credibility did nothing to negatively affect Globe and Smart. Rather, they further enhanced the consumers’ brand perception of the companies and positively influenced their purchase intention.
      PubDate: Wed, 23 Mar 2022 00:00:00 +000
       
  • The Moderating Effect of the Country of Origin on Smartphones’ Brand
           Equity and Brand Preference on Customer Purchase Intention

    • Authors: Angelo Clark Castillo; Aimee Margaret Flores, Lance Matthew Sanchez, Arthur Yusay, Marie Abigail Posadas
      Abstract: A smartphone is now part of Filipino consumers' lifestyles, so smartphone brands are becoming more competitive and innovative to become the top brand in consumers' choice. There are many factors to consider in determining how Filipino consumers choose their preferred smartphone brands. As past studies show, Filipino consumers are xenocentric and prefer to buy products made internationally and not locally. The researchers focused on three (3) Independent variables and one (1) Moderating Variable to understand if Filipino consumers are xenocentric in buying smartphones. (1) Brand Preference, to understand the factors that affect their preference in buying. (2) Brand Equity, to study how the consumers value the brand. (3) Purchase Intention, to know the factors that contribute to the consumers' purchase decision, and (1) Country of Origin as moderating variable on the three (3) variables. The result revealed that the Country of Origin has no moderating influence on the three (3) Independent variables. This study used the descriptive-correlational and quantitative method in collecting data from the respondents through an online questionnaire. The survey was divided into sections to aid researchers in determining the relationship between these three variables. Country of Origin is not the priority of Filipino consumers in terms of smartphone brands. Consumers are focusing more on their Brand Preference and Brand Equity in purchasing smartphones.
      PubDate: Wed, 23 Mar 2022 00:00:00 +000
       
 
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