JGB 1802

Process Disruption: Creativity in Advertising and its Influence on Media Effects

Dr. Miguel Paolo Paredes & Dr. Rayan Dui / Read Full Paper

Keywords

Advertising Creativity, Differential Susceptibility to Media Effects Model, Conditional Media Effects, Media Response States

Abstract

While enjoying a place of centrality for Ad Effectiveness, Advertising Creativity (AC) has mainly investigated its influence on outcome responses of consumers via traditional media. Consumers now enjoy affordances because of the technical characteristics of interactive digital media (IDM), which implies dynamic effects concerning the choice, perception, and co-opting of ad messages in new digital media formats. There is room for investigating consumer responses in the context of media effects, contributing to AC research by investigating its role with audience processes in mind. The Differential Susceptibility to Media Effects Model (DSMM) considers within-person modifications of audiences because of media use. DSMM posits that conditional media effects and response states can explain media use and outcomes. This current study seeks to test whether the introduction of AC as media use may positively moderate the relationship between these two constructs, which can lead to further understanding of the role of AC towards Ad effectiveness. Three hundred twenty-six participants were tasked to watch an ad pre-selected as having high AC levels and measuring DSMM constructs of conditional media effects and media response states. Results uncover that AC does not moderate the relationship between the two media effects but directly influences the media response states. The study concludes that AC elements can overcome the susceptibility and motivation states of audiences by introducing new stimuli that capture and hold their attention. This may serve practical use for advertisers in allocating resources for developing and producing ad messages.

JGB 1812

Customer’s Evaluation of the Service Quality Provided by an Airline Company in the Philippines

Cydrick Maru Garcia, Catlea Gayon, Carlos Miguel Gonzales, Desiree Ken Guce, Maui Hian Haw & Dr. Jayvie O. Guballo / Read Full Paper

Keywords

Service Quality, Customer’s Evaluation, SQ-NEED Model

Abstract

The study aimed to evaluate the quality of customer service offered by Cebu Pacific Philippines, an internationally recognized airline in the Philippines. Considering hundreds of thousands of travelers go to the Philippines every year, mainly from Asia and the United States, air travel has become increasingly common. However, as air travel became more frequent, underlying issues such as flight delays and cancellations became more apparent. Outdated systems and processes must catch up to the increasing volume of airline passengers, leaving many customers unhappy with the services offered. Therefore, understanding feedback from customers on its service quality was essential for retaining customer loyalty and competitiveness amidst fierce competition in the airline industry. To determine the demographic profile of respondents and analyze their satisfaction levels with service in several aspects. According to the results gathered from 384 respondents, the highest-rated aspect of service quality was learning, followed by convenience.

Meanwhile, the lowest-rated aspect was comfort, followed by innovation. In assessing respondents' demographic profile and assessment of Cebu Pacific's service quality, the researchers found significant differences in responses based on respondents' age, gender, highest educational attainment, civil status, and income level. With the present findings, the global airline industry's market trend may soon shift to a more comfort-driven innovation aspect. The researchers see implications for a blue ocean market for new technologies in the airline industry.

JGB 1813

Security and Safety Management of a Non-Sectarian University in the City of Manila

Christian B. Delos Santos, Mc Gyver B. Dizo, Neal Victor A. Funte, Pauline M. Galang, Dr. Jayvie O. Guballo & Khayle Cedric E. Galicto / Read Full Paper

Keywords

Security and Safety Management, Safety, Physical Security, Peace, and Order

Abstract

This research aims to determine and assess a non-sectarian institution's security and safety management in Manila City, Philippines. The study has the following objectives: (1) to assess the influence of the implementation of the security system; (2) to analyze the role of technology in advanced security and safety; and (3) to examine the effects of policies and adherence towards security and safety. An evaluation-significant difference research design was utilized in the study. The data collected are quantitative through a modified online questionnaire. Using a Raosoft calculator, the target population is 340 respondents from the Department of College of Business and Accountancy at a non-sectarian university in Manila. Three hundred forty valid responses were collected and subjected to statistical analyses, including frequency distribution, percentage distribution, means, and analysis of variance. The study's findings indicate a significant difference between the factors of age, gender, course, and year level in the College of Business and Accountancy in the assessment of the implementation of the security system of a non-sectarian university in Manila. The results suggest that implementing security and safety management affects the students' well-being and performance within the premises. The study findings are vital for a non-sectarian university to assess how adequate security and safety management are for the students to enhance the safe learning experience. The study highlights the importance of cultivating the security officers' performance in critical duties involving monitoring and documenting any anomalies for the safety of the premises. This study refers to the existing literature on security and safety relations in an educational institution.

JGB 1815

Big Reputation: The Filipino Swifities’ Reception of Socio-Political Issues in Taylor Swift’s “Lover” Album

Merlot Josh Esteban, Kiana Aryn Say, Chelsea Cyrene Ontiveros, Sophia Maxine Bien, Maxine Hazel Tan & Raimont Philippe Tan / Read Full Paper

Keywords

Reception Theory, Queer Theory, Feminist Theory, Taylor Swift, “Lover” Album

Abstract

Music fans strategically support their favorite artists, extending to social causes that their favorite artists advocate (Park et al., 2021). Taylor Swift, a renowned American singer-songwriter, has undergone significant personal and artistic growth throughout her two-decade career. Notably, in the 2019 album "Lover," singles such as "The Man" and "You Need to Calm Down" explore socio-political themes by challenging gender norms and supporting marginalized communities. Swift's political messaging has deeply resonated with her fanbase, notably influencing the Philippine entertainment scene, inspiring artists like Taylor Sheesh, and fostering awareness of the album's themes in local contexts. This study seeks to answer the questions 1) What role does the album "Lover" play in shaping the socio-political awareness and engagement of Filipino Swifties towards feminist and queer advocacies?

Moreover, 2) How does this perceived activism encourage individuals to continue being a part of Taylor Swift's consumer base? Anchored on the tenets of Queer Theory, Feminist Theory, and Reception Theory, the study employs Focus Group Discussions with Millennial and Generation Z Filipino Swifties. Using Kim Schroder's (2000) Multidimensional Model, a qualitative survey was distributed to gather participant reception, covering Motivation, Comprehension, Discrimination, Position, Evaluation, and Implementation. The survey revealed that most respondents felt empowered by the album's messaging. Finding it instrumental in shaping their socio-political awareness and engagement toward such issues. Swift’s supposedly “genuine” advocacy for these causes has only further solidified her support among her fanbase, indicating a significant impact on feminist and LGBTQIA+ movements within the Philippines.

JGB 1818

Environmentally Friendly Practices among Selected Food Trucks within Metro Manila

John Christian Espinola, Lanz Morizet Ilagan, Sophia May Rome, Kurt Daniel Carreon, Rshard Timothy Roxas, Sophie Mae Bonode, Reylynn Cedilla & Bernard Cutchon / Read Full Paper

Keywords

Food Trucks, Green Economy, Environmental Practices, Sustainability

Abstract

During the pandemic, takeaway and online ordering became more popular, and delivery services became increasingly popular as Millennials and Generation Z preferred convenience. Mobile dining and catering choices are emerging trends; food trucks are becoming more popular for event catering. Sixty randomly selected food truck employees across highly urbanized areas answered the survey adapted from Kasim and Ismail (2012). The study shows that their top environmental practices include the use of reusable or recyclable products (65%), reduced food waste (40%), and use of non-toxic cleaning products in maintaining cleanliness, and the use of digital payment or paperless receipts (38.33%). This solidifies their assessment of the overall preparation as "extremely practiced" (43.3%) to become environmentally friendly. No significant differences (p<.05) were found in their assessment of their preparations for environmental practices based on their demographic profiles except for age, manifesting the diversity in the awareness and implications of doing so. Results also revealed that their community locale is environmentally aware of these practices and finds them essential in the food industry. It is recommended that these micro-businesses explore alternative sources and means, like acquiring solar panels and biodegradable utensils, and integrate customer engagement in fulfilling these endeavors. It is impossible to overestimate the importance of environmental sustainability in our dynamic world. Environmental research illuminates a more sustainable and greener future, acting as a light of hope. Minimizing and reversing environmental degradation is essential since ecosystems are under growing stress from human activity. Everyone must, therefore, protect the fragile balance of our natural environment, from protecting biodiversity to halting climate change.

JGB 1819

An Assessment on the Quality and Customer Satisfaction of a Selected Pet-themed Coffee Shop in Dasmariñas, Cavite

John Christian Espinola, Bernard Cutchon, Criscana Cadag, Laura Ramos, Sophia Canete, Jazmine Lozada, Hannah Mae Mendez, Ayesha Kelly Navarro & Zyra Toledo / Read Full Paper

Keywords

Pet-themed Café, Micro Businesses, Customers’ Satisfaction, Quality Services

Abstract

Cafes are very famous areas to take a break. Therefore, Pet-themed Cafes have gained more popularity as destinations for those who relish interacting with animals since these cafes have revamped the conventional coffee shop experience by integrating the chance to interact with animals alongside savoring delightful food options. This comparative study aims to investigate how respondents evaluate the quality of the coffee shop, considering their demographic profiles. By employing purposive Sampling, individuals were chosen to participate, allowing researchers to administer surveys adapted from the study of Feridun Duman (2020) to 198 customers of a pet-themed Cafe in Dasmariñas, Cavite. The findings revealed that 61.6% of the respondents rated the overall quality of food, service, ambiance, and customer satisfaction as "excellent." No significant differences (p<.05) were found in this assessment based on the respondents' demographic profile, signifying that customers were treated unbiased in the pet-themed cafe. It was also evident that customers observed that the cats are healthy and fully accessorized, giving aesthetic vibes and commitment to taking good care of the felines. The researchers advise themed cafes to employ strategies emphasizing the menu they offer, the amount of food served per customer, the background music for a cozy ambiance, the aroma inside the cafe, and the space to accommodate more customers to increase their productivity and competitiveness. Furthermore, the analysis of pet-themed cafes has the potential to inspire and drive innovation in small businesses by offering high-quality services that will help attain inclusive growth that will benefit the local and global economy.

JGB 1821

Effectiveness of Online Promotional Strategies in Enhancing User Adoption and Satisfaction of Food Delivery Applications

Cedric Joshua Jarcia, Cristine Nazareth & Maria Desiree Tan / Read Full Paper

Keywords

Promotional strategies, user adaption, food delivery applications

Abstract

This study investigates the influence of online promotional strategies on user adoption and satisfaction within the rapidly growing landscape of food delivery applications. As digital platforms increasingly dominate food consumption, understanding the factors that shape user behavior becomes crucial. The research focuses on the prevalence and effectiveness of online promotions, particularly on social media platforms like Facebook, Instagram, and Twitter. The findings reveal that online promotions influence users' decisions when selecting food delivery applications. With a significant majority of users preferring to spend moderately on transactions, there is a clear need for applications to cater to diverse budget preferences.

Moreover, users rely highly on meal delivery apps, which integrate them into their daily lives due to their convenience and efficiency. The synergy between user satisfaction and spending patterns, promotional exposure, and preferences underscores the success of food delivery applications in meeting the diverse needs of their user base. However, sustaining user adoption and satisfaction requires a nuanced understanding of the target audience, market dynamics, and competition. Continuous evaluation and adaptation of promotional strategies are essential to align with evolving user expectations and market trends, fostering long-term success in the dynamic landscape of food delivery applications.

JGB 1822

Cracking the Code: Assessing the Effectiveness of Social Media Influencers for Product Promotion in the Fast Food Industry to Filipino Gen Z

Ronnel Relao, Therese Faith Brasileno & Khazandra Mae Severo / Read Full Paper

Keywords

Influencer Marketing, Social Media Influencers, Fast Food Industry, Consumer Behavior

Abstract

Social Media Influencers have become prevalent in the world of Digital Marketing. While there is no one-size-fits-all approach, brands continue leveraging influencers to promote their products/services to their targeted audience online. Despite their prevalence, insufficient studies have been conducted to assess the effectiveness of campaigns, especially those that include social media influencers. This research aims to evaluate the effectiveness of social media influencers in marketing products from the fast-food industry in the Philippines, with a particular emphasis on Filipino Generation Z customers. The research adopted a quantitative analysis approach of consumer surveys involving 100 respondents from Metro Manila to identify patterns and relationships between Source Credibility and source Attractiveness Theory variables. The study hypothesizes that social media influencers' trustworthiness, expertise, liquidity, attractiveness, familiarity, and similarity influence consumer brand engagement, leading to consumer purchase intent. The research study discovered that familiarity with social media influencers substantially affected consumer engagement with fast-food brands. However, factors such as social media influencer's expertise, likability, attractiveness, trustworthiness, and likability did not substantially affect customer engagement. Despite this, there was a high positive relationship between customer engagement and purchase intention, demonstrating that influencer marketing effectively motivates consumer behavior. The study emphasizes the importance of building familiarity with influencers to enhance consumer engagement with fast-food brands. This study offers valuable insights for Marketers, Social Media Influencers, and Fast-food Businesses by explaining the complexities of influencer marketing effectiveness. It enables them to optimize their social media influencer marketing strategies to maximize engagement and better resonate with Filipino Gen Z consumers in the fast-food industry.

JGB 1823

From Aisle to App: Examining Consumer Switching Intentions from Traditional to Online Groceries

Marie Audrei Lacsina, Liezl Anne Almin & Crisvelle Ybañez / Read Full Paper

Keywords

online grocery, channel switching, purchase behavior, e-commerce, purchase decision

Abstract

The events of the pandemic and advancements in modern technology have encouraged an abrupt shift in both consumer behavior and business operations. In particular, online groceries rapidly grew due to perceptions of safety and convenience. As such, this study aims to contribute to the literature on consumer behavior towards online groceries by examining switching intentions from traditional to online groceries. This research utilizes a quantitative approach, with a self-administered online survey as the primary measurement instrument. In addition, insights were gathered from consumers who have used online grocery platforms in the Philippines. Results show that perceived search efforts, perceived price-search intentions, consumer mobility, perceived difference in delivery time, and social influence significantly impacted consumer switching intentions.

Further, gender was explored as a moderator. The test on moderation revealed that gender moderated only the relationship between perceived channel risk, consumer mobility, and switching intentions. This research provides online grocery retailers with insights on what to focus on regarding user experience, such as ease of finding product information and product prices. Analysis results also reveal marketing message approaches that may be useful for marketers and business decision-makers.

JGB 1824

Does Firm Size Matter to Firm Value and Performance? A Panel Data Analysis among Publicly Listed Firms in the Philippines

Zaida Bañez-Balcita & Dr. Gerry Gatawa / Read Full Paper

Keywords

Firm size, firm value, firm performance, total asset, panel data analysis

Abstract

Firm size is a fundamental characteristic of a firm. It is an essential consideration in the investment decisions of firms and the perceived market value of firms. The study aims to determine the relationship between firm size, firm value, and performance. The study used 7-year panel data from 107 publicly listed firms in the Philippines from 2019 to 2022. It used dynamic panel data due to the heteroscedasticity and autocorrelation issues in static panel data models. The study found that firm size, as indicated by their current assets (C.A.), non-current assets (NCA), and total assets (T.A.), has no relationship to firm performance and value, as indicated by their earnings per share (EPS), net profit margin (NPM), and market price per share (MPPS). This implies that firm size is not the primary determinant influencing the firm's performance and value. Financial analysts, managers, and investors would consider holistic decision-making and various factors that could improve the firm's performance and value. This further supports studies showing that firm size does not affect or indirectly affect a firm's performance and value. It also challenges the widely held belief that a firm's size and growth expansion could improve its performance and value. This gives an insight into why the management should look into the relevance of their firm size to the overall objective of enhancing value and performance. Firms should concentrate on increasing their asset levels, align this growth with their goals, and delve into various aspects of financial management.

JGB 1825

“Tara, kape tayo”: A Study on Local Food & Beverage Influencers and their Effects on Consumer Perceptions and e-Word of Mouth Behavior

Keith Cedric Quisora, Rosemarie De Leon & Mariel Aira Mateo / Read Full Paper

Keywords

Food & Beverage Industry, Social Influence Theory, Consumer behavior, e-Word of Mouth, Marketing

Abstract

In Metro Manila, local cafes are gaining more visibility through online influencers on platforms like YouTube, Meta (Instagram and Facebook), and TikTok. With that, this study aims to understand how these influencers influence consumer perceptions of showcased cafes and how these perceptions impact e-word-of-mouth behaviors.

It explores how influencers' informational, value-expressive, and normative influences affect consumers' perceptions of decision quality and Usefulness and, subsequently, their e-Word of Mouth. The study surveyed local customers in Metro Manila who follow specific food and beverage influencers using a 5-point Likert scale.

JGB 1826

The Impact of eSports Marketing Collaterals Engagement Factors on Mobile Brands through Social Media Platforms

Mary Anjhelyn Ignacio, Trishia Kim Aladin, Krista Marie Arguilles, Maria Klarissa Carylle Triño & Dr. Antontio Etrata Jr. / Read Full Paper

Keywords

eSports tournaments, marketing collaterals, CBE Involvement, engagement factors, Customer Engagement

Abstract

Gaming has extended beyond being a casual pastime for Generation Z (Gen Z). Gaming has now transformed into an electronic sports (eSports) professional industry. eSports has allowed marketers to venture into a new field, penetrating a more intimate market driven by passion and interest. However, sufficient knowledge and academic validation of its impact on targeting the market must be sufficient to transform its Involvement in mobile brands' customer engagement through social media in the Philippines. This study examined the engagement factors, Cognitive, Behavioral, and Emotional Involvement (CBE Involvement)'s impact on eSports marketing collaterals on customer engagement in mobile brands' social media platforms of Gen Z in the Philippines. The participants of this study consisted of 385 Gen Zs of the Greater Manila Area, targeted through the purposive sampling method. In addition, for a robust analysis of higher-order latent constructs presented by this study, the hypotheses of this study are validated through PLS-SEM. The results of this study provided a quantitative descriptive approach to the impact of eSports marketing collaterals' CBE involvement factors on local mobile brands' customer engagement through social media. Results showed that only Emotional Involvement has an influence, while Cognitive and Behavioral Involvement lacks statistical significance. This study contributes and provides a new perspective to the management of the business industry on the opportunities in the eSports industry.

JGB 1828

“Nasa Yellow Basket Na Po !” A Study on the Effectiveness of Social Media Influencers in Driving Gen Z Purchase Intent of Food & Beverages Consumer Packaged Goods through Short Form Videos on TikTok

Angel Gañac, Michael Mercado & Ferdinand Lasala / Read Full Paper

Keywords

TikTok, influencers, Gen Z, consumer packaged goods, purchase intent, shoppertainment

Abstract

TikTok is a social media platform dedicated to short-form video content that hinges on authenticity. The platform rose to popularity over the pandemic through its viral dance challenges and food trends but has now become the birthplace of viral trends across categories. It is no secret that TikTok holds influence to drive action, as seen in the phenomenon known as "#TikTokMadeMeBuyIt, with a localized subculture version #BudolFinds," where users feature products that they were influenced to purchase after viewing viral TikTok content. The phenomenon eventually led to the establishment of TikTok Shop, their e-commerce platform built into the TikTok app, providing a closed-loop solution from awareness to conversion. The platform now owns the concept of "shoppertainment," given its strength in content with the integration of e-commerce. The purpose of the study is to understand the effectiveness of social media influencers on Gen Z's intent to purchase food and beverage products from the Consumer Packaged Goods industry. The study will focus on understanding if social media influencers pull the same influence to drive purchases on a platform that prioritizes content delivering authenticity. It will also cover the motivations behind purchase decisions. Shopping habits and content consumption on the platform.

JGB 1836

Influencer Promotional Content & Its Effect on Brand Evangelism: The Mediating Role of Consumer-Influencer Engagement

Rodhney E. Jamora, Aliza Danielle D. Magaway & Marlo C. Novino / Read Full Paper

Keywords

Brand Evangelism, Influencer, Promotional Content, Information Relevance Theory, Source Credibility Theory

Abstract

This paper aims to understand better the concept of brand evangelism and how it is affected by influencers' promotional content mediated by consumer-influencer engagement. The study explores the inducement of BE through characteristics displayed by influencers and their contents. As BE is the concept of communicating positive information and feelings concerning a specific brand freely to others in a desire to influence their consumer behavior, the researchers hypothesize that the characteristics of an influencer under Source Credibility Theory, attractiveness, expertise, and trustworthiness, as well as their content’s attributes under Information Relevance Theory; topicality, novelty, understandability, reliability, interestingness, and authenticity, mediated by the CIE, might induce brand evangelistic behaviors on their followers. The respondents were 311 active social media users who had bought products that were introduced, promoted, or endorsed by the influencers they follow on Facebook, YouTube, Instagram, and TikTok. The research instrument was adopted from various related studies in the literature. The data were analyzed using SMART PLS-SEM. The findings of this study reveal that some attributes under IPC significantly impact CIE and lead to the inducement of BE, namely novelty, understandability, and interestingness. By testing the model, the mediating role of CIE was also proven to have an impact on the inducement of BE. This study highlights the importance of brands aligning influencers' and their content's characteristics with audience preferences to generate insights that help curate marketing. Strategies optimized for influencer collaborations, ultimately promoting sustainable marketing. These strategies also provide marketing professionals with an understanding of effective brand-influencer promotion in diverse local and global markets.

JGB 1837

The Role of FoMO in the Purchase Intention of Aquaflask: The Case of a Public University

Kim Laila B. Gimena, Ludwig B. Libot, Ian Quin L. Roble & Dr. Safa Manala-O / Read Full Paper

Keywords

Fear of Missing Out (FoMO), Purchase Intention, Theory of Planned Behavior, Consumer Behavior, Aquaflask

Abstract

Fear of Missing Out (FoMO), a psychological phenomenon driven by the desire to be constantly connected with what others are doing, has become a growing influence on consumer behavior. Studies revealed that FoMO can lead to impulsive decisions when purchasing products. This is crucial for brands aiming to boost their marketing efforts and understand the complex interplay between FoMO, purchase intention, and consumer behavior. Using a mixed-methods approach and an online survey, this study investigated FoMO's impact on Aquaflask purchase intention among 435 undergraduate students at a public university. Moreover, qualitative data were collected from 12 students utilizing a semi-structured interview. Findings indicate a balanced attitude among participants, with some favoring more affordable alternatives while others appreciate Aquaflask's usability and modern design. Subjective norms significantly impact purchase intentions, consistent with the broader literature on social influence. Perceived behavioral control does not exhibit a significant moderating influence, emphasizing participants' rational decision-making and preference for cost-effective alternatives.

Interestingly, individuals exhibit varied responses to FoMO, with its influence found to be non-significant in a public university with a predominantly lower-income student population. This suggests that a uniform approach is unsuitable for FoMO-inducing marketing strategies, emphasizing the need for context-specific understanding of consumer responses. This study contributes to the current literature on FoMo in the context of purchase intention in the Philippines while yielding suggestions for marketers in crafting their strategies.

JGB 1842

Lived Experiences of Selected Filipino Faculty Members at Gulf International Private Academy towards an Overseas Training Program

Devie Mae Parcon / Read Full Paper

Keywords

Lived Experiences, Faculty Members, Overseas Training Program

Abstract

The researcher investigated the lived experiences of Gulf International Private Academy faculty members as perceived by the selected Filipino faculty members during the academic year 2022-2023 as essential for Enhancement Guidelines. Using the descriptive type of research, the data was gathered from the survey questionnaires, which focused on the profile of the respondents, challenges, strengths, and weaknesses of selected faculty members at GIPA, the current training program in the school, and their insights on what could be developed to form a productive training program for the teachers. These were assessed to show the relationship between teachers' training and performance.

JGB 1843

ALPABASA: A Reading Intervention Addressing the Reading Performance of Kindergarten

Catherine B. Gacad / Read Full Paper

Keywords

Kindergarten, Reading, Intervention, Reading Performance, Camp Crame Elementary School, Quezon City, Philippines

Abstract

Given the importance of reading among young children today, this study sought to evaluate how effective the ALPABASA program is in improving the reading skills of Kindergarten students at Camp Crame Elementary School. Utilizing a mixed research approach of quantitative-qualitative. The research involved 117 pupils and their parents as respondents, with weighted mean, standard deviation, and paired sample t-tests employed as statistical instruments for data analysis. While parental support received a commendable mean score of 4.58, signifying consistent and strong support, certain aspects such as access to technology (2.70) and learning space (2.32) indicated potential areas for improvement. These findings suggest the importance of addressing specific challenges related to technology accessibility and creating conducive learning environments for optimal program engagement. The pre-implementation mean score of 7.02, interpreted as "Nagsisimula pa lang magbasa" (Just beginning to read), significantly surged to 15.96 post-implementation, with an interpretation of "May Kaantasan sa Pagbasa" (Has proficiency in reading). The mean difference of 9.47 underscores a substantial overall improvement, highlighting the program's effectiveness in advancing the reading capabilities of Kindergarten pupils. These findings highlight not only the ALPABASA program's efficacy but also its potential in cultivating early literacy skills crucial for future academic success. School Heads are advised to extend the application of the ALPABASA intervention beyond Kinder and Grade I, encompassing regular classes as well and teachers are encouraged to incorporate ALPABASA into face-to-face classes, particularly for non-readers.