journal issues

• volume 1, issue 1 (2012)

• volume 2, issue 1 (2013)

• volume 3, issue 1 (2014)

• volume 4, issue 1 (2015)

• volume 5, issue ( 2016)

• volume 7, issue 1 (2018)

• volume 8, issue 1 (2019)

• volume 9, issue 1 (2020)

• volume 10, issue 1 (2021)

• volume 10, issue 2 (2021)

• volume 11, issue 1 (2022)

“

“Kathniels on Lazada: The Role of Fans and its Effect to Celebrity Endorsements”

Kalikasan Castillo, Julius Adrian David, Dr. Dave Vincent Mangilet & Janine Veronica Saplagio / Read Full Journal

Keywords

Celebrities, Fans, Fandom, Source Credibility, E-commerce, Purchase Intention

Abstract

Celebrity endorsement is a known marketing strategy globally. With the rise of celebrities, brands tap them to penetrate the fans. Kathryn Bernardo is one of the most sought-after product endorsers. In 2020, Lazada, a leading e-commerce platform in the Philippines, tapped her to be their prominent celebrity endorser.

 Anchoring on Ohanian’s Source Credibility Theory (1990), the study examines if “Kathniels” (Bernardo’s fans) find her trustworthy, attractive, and expert. The study aims to know if fans will positively favor an ad featuring Bernardo. This tests if the celebrity’s credibility leads to a positive attitude towards the ad. This aims to understand if fans’ positive attitude towards the ad will purchase intention. This also examines if fandom will result in purchase intention for products endorsed by Bernardo. Overall, this study aims to understand the role of fans in strengthening the effects of using celebrity endorsement.

 A purposive sampling method through an online survey was conducted. One thousand ninety-eight respondents participated; 813 or 74% were identified as Bernardo's fans. The data collected were analyzed using structural equation modeling, and the variables constructed were consistent and reliable. Also, the researchers conducted two batches of focus-group discussions with 11 participants.

 The research shows that fandom's positive attitudes toward the ad lead to purchase intention. Fans are willing to change their preference based on the celebrity’s liking, thus, encouraging a positive attitude not just towards the ad. However, the attractiveness of the endorser does not influence the fans’ positive attitude towards the ad.

 Despite celebrity endorsement being costly, it is recommended that brands consider utilizing it as part of their strategy but leveraging mainly on the celebrity’s trustworthiness and expertise to create a positive attitude towards the ad and, later, purchase among the fans.

“

Determinants of Millennial Consumers’ Purchase Intentions on Bread and Pastry Products in the Philippines: The Roles of Perceived Price, Packaging, Perceived Quality, Perceived Risk, Advertisement, and Store Image

Francis Jerome D. Aquino & Monica Mirjana S. Cruz / Read Full Journal

Keywords

bread and pastry product, consumer purchase behavior, Filipino millennial consumers, purchase intention, purchase decision

Abstract

Since the emergence of the global pandemic, the needs and wants of the market have changed together with their purchasing behavior. Despite the ongoing pandemic, the baked goods industry in the Philippines benefited because consumers are now choosing food with longer-lasting and more shelf-stable food options. Marketers and business owners need to know the current trends and different factors affecting consumer behavior to survive in their respective industries. This research aims to determine the different factors affecting Filipino millennial consumers' purchase intention and purchase decisions on bread and pastry products. Two hundred ten (210) Filipino millennial consumers of bread and pastry products participated in the Greater Metro Manila Area survey. Results showed that among the variables under investigation, perceived quality, perceived price, and store image positively affects consumers' purchase intention, while packaging, perceived risk, and advertisement were found to be non-significant factors. In addition, consumer purchase intention also positively influences consumer purchase decisions. Thus, there is a need for business owners, and marketers of bread and pastry products must evaluate and improve their products' quality, price, and store image to encourage more Filipino millennial consumers to buy their products and survive the competition in the Philippines' baked goods industry. 

“

Teach & Go Consultancy Services: A food Safety Training Partner for Micro and Small Food Enterprises in South Luzon

Dr. Dave Vincent Mangilet, Dr. Benigno Glenn Ricaforte, Chereline Enriquez, Catherine Enteria & Arlene San Pablo / Read Full Journal

Keywords

Lean Canvas, Service, Consultancy, Food Enterprise, Food Safety

Abstract

According to the 2018 census of Philippine Business on Food Service Activities, 44,487 foodservice establishments in the Philippines. Dominated mainly by restaurants and mobile food service activities, the cost of food safety training in the Philippines ranges from as low as Php 1,000.00 for individual basic training to high as Php 40,000.00 for individual basic training and certification. Two customer segments were identified: food business owners and food handlers. Using a value proposition canvas, they have identified customer gains and pains matched with pain relievers and gain creators, resulting in a service business concept of cost-effective training, flexible modality, and providing consultation to pass certification exams.

 Teach & Go Consultancy Services aims to provide affordable solutions in training and retraining on food safety and sanitation following the Food Safety Act of 2013, provided by a master trainer who is a microbiologist and a textbook author. The program shall include guidance on the preparation of manuals, assistance during the accreditation process, and discount on reference books to help sustain their food enterprise.

 Using the Lean Canvas model adapted from the Wadhwani Foundation, the proponents have identified the problems, solutions, unique value proposition, unfair advantage, customer segments, existing alternatives, key metrics, high-level concepts, channels, early adapters, cost structure, and revenue streams. Overall, the total revenue of Php 58,633.00 shall be realized from a Php 100,000.00 capital contribution among the five proponents with payback in 2.5 months.

“

DIY Projects as a Way to Improve One's Well-Being during the COVID-19 Pandemic

Jeanne Ann Margaret Chua & Youki De La Peña / Read Full Journal

Keywords

DIY Projects, Competence, Autonomy, Relatedness, Social Stressors, Overall Well-being

Abstract

COVID-19 drastically affected many citizens, not just their physical health but also their mental health. The pandemic's outcome has ushered these individuals to look for different ways to ease their anxieties - one of which is through DIY activities. The purpose of the study is to see how creating DIY projects can better a citizen's well-being in the middle of COVID-19 and after. Using the Self-Determination Theory and Choice Theory, the researchers propose the Overall Wellness Conceptual framework, and a survey of 203 participants was conducted with results being tested through SMART-PLS. The findings show that Autonomy and Choice will significantly influence Overall Well-Being and that Social Stressors moderates the relationship between Choice and Overall Well-Being. The outcomes from the research indicate that DIY activities improve a consumer's overall well-being in that they can choose what types of DIY activities to work on and how they can approach their chosen project.

“

The Influence of Mukbang on the Emotional and Cognitive-Behavior of Consumers on their Food Consumption Patterns

Rosemarie de Leon / Read Full Journal

Keywords

Mukbang, Convenience Sampling, Theory of Planned Behavior, Emotional Influence, Cognitive-Behavior Effects

Abstract

The world first heard Mukbang in 2009 from South Korea and got picked up to be a popular trend by the 2010s (Parker, 2020). This study examines how the Theory of Planned Behavior (TPB) constructs can affect the consumers' food consumption patterns through the emotional and cognitive-behavior influence of watching Mukbang. According to Gerbens-Leenes et al. (2002), the term food consumption pattern may be defined by the quantity and combination of repeated food consumption. The researcher used an extended framework adding Mukbang as an independent variable that directly translates to "broadcast eating," which drives the dependent variables. Namely, (1) emotional when watching Mukbang in their desire to eat, increased salivation, and amusement value that affects the consumer's food consumption pattern; and (2) cognitive-behavior, associated with the eating experiences, attitude, and perception built when watching Mukbang. 

 The study used convenience and purposive sampling of 202 respondents that watch Mukbang at least at a particular amount of time daily. With the tool SmartPLS 3.0 (Ringle et al., 2015), the researcher tested the consistency and reliability, garnering Chronbach's alpha results of 0.785 to 0.892. The path model coefficient showed that the subjective norm is the most significant predictor of consumers' food consumption pattern among the TPB constructs. Having the subjective norm as the highest preference suggests that the consumers are likely to get influenced by the people around them with their food consumption pattern. Using the same tool, the researcher tested the probability that resulted in the overall framework. It showed that all constructs of the TPB framework and the extended variables are of a significantly high level.

 The study suggests that marketers and advertisers should develop strategies and concepts that lean towards the appeal of broadcast eating behavior or Mukbang that shares reliability results at a significant level. Furthermore, this study aims to identify further the psychological effects of watching videos like Mukbang and its impact on the consumer's behavior.

“

Influences of Let’s Eat Pare Facebook Community Group on the Food Purchase Behavior of Filipinos

Ma. Jan Mega Merced & Xueyao Liu / Read Full Journal

Keywords

Food purchasing behavior, Purchase Intention, Attitudes

Abstract

The study aims to analyze the factors of Let's Eat Pare Facebook Community Group in shaping and influencing members' purchase intention within the community. The statistical sample included 100 participants through sampling within its members. Data analysis was carried out using Cronbach's Alpha. The results of the study highlighted the variables affecting the purchase intention, particularly awareness, discount, electronic word of mouth, intention, and perceived benefit, which explain purchase decision intention. The results presented in this study illustrated that consumers’ attitudes, discounts, electronic word of mouth, purchasing products, and subjective norms have a significant and positive effect on purchase intention value. Consumers' subjective expectations influence other people's recommendations, and the influence of discounts will have a significant effect and positive impact on the intention to purchase in the Facebook group. Moreover, purchase intention fully affects perceived behavioral control and behavior, indicating that ease of use, convenience, and positive experience will affect consumers’ purchase decisions.

“

Reduction of Recurring Billing Errors of a Service Company Using Lean Six Sigma: A Participative Action Research

Rex Jayson Tuozo / Read Full Journal

Keywords

Lean Six Sigma, business process improvement, DMAIC, participative action research

Abstract

This paper aims to utilize Lean Six Sigma to describe and solve the recurring billing defects of a Philippine-based service industry corporation. Participatory Action Research (PAR) facilitated process improvement tools following Six Sigma’s Define, Measure, Analyze, Improve, and Control (DMAIC) methodology. The average monthly new return-to-sender (inaccurate and known) billing defects decreased from 2,348 to 1,114 from January 2018 to October 2019, representing a 52.56% reduction. The project has reduced RTS-related complaints by 46%, which canceled the plan to hire additional six customer service personnel. Also, the project reduced churn accounts due to RTS by 52.40%, which is equivalent to an annualized revenue of P37.58 million pesos. The research was performed in a Philippine-based service industry company. The results and findings cannot be generalized outside similar circumstances and situations.

“

The Rise of Budol Culture: A Study on How Electronic Word of Mouth and Online Communities Influence Unplanned Purchases for Members of the Home Buddies Facebook Group

Nicole Anne S. Marañon & Monika May S. Ortega / Read Full Journal

Keywords

eWOM, purchase intention, attitude, subjective norm, perceived behavioral control, TBP

Abstract

This research probes into the degree of influence of electronic word of mouth (eWOM) and online communities on purchase intention and unplanned purchase behavior. Online communities like Home Buddies Facebook Group provide a community for home enthusiasts to share ideas, insights, experiences, discoveries as the community's goal are to serve as a resource and inspiration for achieving people's dream home. Feedback and recommendations from the Home Buddies community somehow affect its members' purchase behavior. This study used convenience sampling to select 126 respondents’ members of the Home Buddies Facebook Group.

“

The Influence of a Social Media Influencer on Purchase Intention as Moderated by Consumer Attitude

Jose Rommel B. Era / Read Full Journal

Keywords

Social media influencer, source credibility, source attractiveness, product matchup, meaning transfer, consumer attitude, purchase intention

Abstract

Companies now adapt to the rising social media trend because of the significant implications of social media influencers (SMIs) as brand endorsers. Scholars recommended examining the principal traits that allow SMIs to influence purchase intention instead of peripheral characteristics (e.g., number of followers). This manuscript uses the social learning theory (SLT) to examine the influence of the advertising effectiveness of an SMI on the consumers’ purchase intention towards the fresh poultry brand of a Philippine poultry integrator. Source credibility, source attractiveness, product matchup, and meaning transfer represent advertising effectiveness. Consumer attitude is a proposed moderator on the relationship between advertising effectiveness and purchase intention. Two hundred fifty-one middle-class Filipino mothers participated in the survey conducted in Metro Manila, Philippines. The manuscript proves that source credibility and attractiveness positively influence purchase intention. However, product matchup and the meaning transfer did not positively influence purchase intention. Furthermore, the manuscript proves that consumer attitude significantly moderates the influence of source credibility and source attractiveness on purchase intention. This manuscript offers recommendations as to how the observed company can strengthen the advertising effectiveness of its SMI to elicit greater purchase intention.

“

SDG Target Interactions: The Philippine Analysis of Indivisible and Cancelling Targets

Vena Pearl Bongolan, Arian Allenson M. Valdez & Roselle Leah K. Rivera / Read Full Journal

Keywords

SDG, SDG Interactions, SDG Targets, SDG Philippines

Abstract

The United Nations developed the 17 Sustainable Development Goals (SDGs), with 169 targets, to help solve the world's problems and achieve a more sustainable future. This is modelled as a graph with the targets as nodes and the interaction between targets as the edges of the graph. An exhaustive binary comparison is made to analyse the intra- and inter-goal target interactions, entailing over 14000 comparisons. The task is to assign a ‘color’ to an edge: positive (indivisible), zero (consistent), or negative (cancelling). This is done via a panel of experts who will evaluate the target interactions through a developed web application for coloring the edges.

The current data contains 1256 colored edges. Of this, only 36 are cancelling (negative), or 2.86%; more than 97% are positive interactions. The 'most negative' interactions involve: 'Climate Action'; 'Life below Water'; 'Peace, Justice and Strong Institutions; and 'Decent Work and Economic Growth.'

The 'Ugly Targets' feature might be most beneficial for planning, which lists all the negative or cancelling interactions flagged so far, and the suggested mitigation measures which could guide planners. This ongoing study contains helpful information for researchers who analyse correlations between data sets. We see how targets enable or constrain each other, what mitigation can be done to avoid conflicts, and what can be configured for a sub-national or regional study. This paper contributes to an ongoing study that extends the datasets to include more participants from different expertise.