DESCRIPTION

The Journal of Global Business is an Journal for those who present their research at the Global Business Conference held twice a year in Manila, Philippines. This conference is organized by the Association of Training Institutions for Foreign Trade in Asia and the Pacific. The Journal contains researches of professors in business and other fields.

ISSN: 2350-7179 (Online Journal)

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 1 (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)

• volume 11, issue 2 (2022)

• volume 12, issue 1 (2023)

• volume 12, issue 2 (2023)

• volume 13, issue 1 (2024)

• VOLUME 13, ISSUE 2 (2024)

• Volome 14, Issue 1 (2025)

JGB 1903

“Beyond Borders: Exploring Filipino Students’ Perceptions of Mobility Programs and Their Accessibility”

Eric S. Parilla, DBA, FBE / Read Full Paper

Abstract

The essential purpose of this research is to examine the attitudes of Filipino students regarding student mobility programs, paying attention to consciousness, ability to reach them, their merits, difficulties, support at the place of study, motives, family and social backing, personal concerns as well as final outcomes. It, therefore, employed a mixed-method design that could help it analyze how various variables affect people's participation in such a system; it used surveys for quantitative data plus interviews for qualitative analysis.

The results show that students are usually conscious of mobility programs but face financial and logistical challenges that hinder them from participating. Although there is a moderate appreciation for institutional support, it has to be standardized and enhanced for it to be consistent in all universities. In their view, personal growth, skill enhancement, and career progression are among the many advantages of mobility programs, as pointed out by the students who elaborated on how this experience has served them well into their future lives. However, they also viewed cultural assimilation with academic duties as too demanding and family financial restrictions. In addressing these obstacles, financial aid, institutional support, and pre-departure training must be emphasized as the key driver. Instead, they need to expand scholarships, streamline administrative processes, and improve communication strategies, including introducing virtual mobility options to improve accessibility. Based on this discussion, it is clear that universities and policymakers could adopt ways to foster increased inclusivity or Filipino students' full benefit from transformational features embedded in student mobility programs.

JGB 1905

“Brewing Brand Appeal: Stimulating Interest towards Cafe-Bar Consumers in Metro Manila through Information and Sensory-based Communications ”

Eduard Bucio, Maria Isabelle Obsuna, & Shimea Quim Villanueva / Read Full Paper

Keywords

Specialty Coffee, Cafe-Bar, Elaboration Likelihood Model, Integrated Marketing Communications

Abstract

Cafes in the Philippines face high competition, and a brand's need to differentiate itself from its competitors is more crucial than ever. Before they decide to visit and try a restaurant, cafe consumers are influenced in two ways. The first is the consumer's logical evaluation of the brand regarding quality and taste. On the other hand, some consumers purchase from coffee shops simply because of emotional and visual appeal rather than the offered products.

The study utilizes the Elaboration Likelihood Model to understand the thought process of the different consumer segments of cafes in Metro Manila when exposed to logical and emotion-based cues before they decide to visit and purchase from a cafe. Adopting a qualitative research design, two rounds of focus group discussions were conducted comprising informants belonging to student and working professional segments to understand how they process information. The findings from this research will be used to identify the most effective marketing communication strategy for Latitude Bean + Bar and can aid other cafe bars catering to diverse consumer segments in executing a more cohesive campaign for their respective brands.

JGB 1906

“The Awareness On Strategic Foresight Of Non-Bank Financing Officers In The Philippines”

Christian Paulo “Aian” O. Guanzon / Read Full Paper

Keywords

Strategic foresight, Non-bank financing, Non-bank lending, Forecasting, Management strategy

Abstract

In recent decades, strategic foresight (SF), a systematic analytical process of working with plausible futures, has been used in many industries, including finance. While there are numerous studies on this subject globally, very little literature covers this topic about Philippine financing, an industry that benefits heavily from predicting and forecasting. This output aims to understand strategic foresight better and uncover the level of awareness of financing officers and executives in the Philippines through a literature review, a non-probability, non-random survey, and an interview. Survey results show that most respondents are familiar with SF and believe it can help further improve the non-bank financing industry. However, through binomial logistic regression, none of the independent variables significantly influences the officers' responses, whether they recognize SF or not. Nonetheless, the interview confirms how industry leaders see the importance of SF as part of management strategies. Based on the discovered level of awareness, additional study on its practical use, how institutions can formally bring SF into the management discussions table, and regular strategic planning are recommended.

JGB 1907

“Effects of Government-Imposed Restriction on Business Management Practices: Insights from Quick Service Restaurants in Mandaluyong City”

Jayvie O. Guballo, Jennifer C. Jagutin & Eduardo R. Amiado Jr. / Read Full Paper

Keywords

Government-Imposed Restrictions, Business Management, Quick Service Restaurants

Abstract

This research examines the relationship between the respondents' perception of the effects of government-imposed restrictions and their perception of the extent of implementation of business management practices post-pandemic in the context of quick-service restaurants in Mandaluyong City. The study used a purely quantitative research approach called Pearson r correlation to test the relationship. The survey questionnaires are being distributed throughout Mandaluyong City's 39 stores. The study found no significant relationship between government-imposed restrictions and the perception of the extent of implementation of business management practices. However, one of the variables in management functional strategies, "Operations," noted a moderate positive; in support of previous studies, the majority of the business operations were significantly affected by the imposed restrictions as it brought many limitations to the movement of the business. The study can help fast food chains refine their crisis management strategies for future disruptions by identifying what operational adjustments worked during various quarantine levels.

JGB 1909

“The Mediating Effect of Artificial Intelligence-Enabled Self-Service Food Kiosk on the Relationship Between Customer Satisfaction and Intention to Use: Evidence from Quick Service Customers”

Juan Miguel Clemente, Hanna Antoinettte Ching, Mikaela Bautista, Nichole Bangayan, Reign Francene Bertillo & Jayvie O. Guballo / Read Full Paper

Keywords

Artificial Intelligence, Food Kiosks, Quick Service Restaurants, Customer Satisfaction, Intention to Use

Abstract

The study's objective is to evaluate the mediating effect of AI-enabled self-service Food Kiosks on customer satisfaction and intention to use them in quick-service restaurants in Mendiola, Manila. Regarding demographics, respondents are classified by age, sex, and educational attainment, and the target was 270 college students from mainly National University aged 18 to 23 years old. The three primary constructs considered were Customer Satisfaction, AI-Enabled Self-Service (AIE), and Intention to Use (ITU). Path analysis and mediation analysis were applied to the treatment of the data gathered. Results indicated a positive significant relationship between customer satisfaction and intention to use. AI-enabled kiosks partially mediated this relationship. This suggests increased customer satisfaction through AI technologies impacts users' intention to use self-service kiosks in dining settings.

JGB 1910

“Assessing the Correlation Between Social Responsibility Practices of Online Content Creators and Their Brand Image Among Audiences in Manila City”

Ma. Glazy Ann Magpayo, Charles Alwin Lopez, Raia Juliana Lurio, Kristian Andrei Ladot & Jayvie O. Guballo / Read Full Paper

Keywords

Social responsibility practices, Brand image, Online content creators 

Abstract

This study examines the correlation between an online content creator who practices social responsibility as the independent variable and its influence on their brand image as the dependent variable by illustrating their different actions to assess how the audiences perceived it. Using digital and physical survey questionnaires given to 400 social media users residing in Manila City, the researchers assessed social responsibility practices (SRP) through four variables: legal, ethical, philanthropic, economic, and brand image. Spearman's rho coefficient, Cronbach's alpha, mean scores, and standard deviation were used as the main statistical tools. Results show a strong positive correlation between the variables. Legal responsibility showed a moderately positive link, while ethical responsibility had a positive association. Philanthropic responsibility had the highest coefficient and a key role in shaping the brand image. Economic responsibility also showed a strong link. Future studies may explore SRP in other fields beyond content creation.

JGB 1912

“Quick Service Restaurant Marketing Jingle “Bini Inspired Song” And Purchase Intention: Evidence from Gen-Z Consumers in Metro Manila, Philippines”

Arnel Pinto, Mary Ann Quinit, John Kelly Rabena, Lanz Joseph Rivera & Jayvie O. Guballo / Read Full Paper

Keywords

Marketing Jingle, Purchase Intention, BINI, Quick-Service Restaurant

Abstract

This study examines how marketing jingles help influence customers' purchase intentions, focusing on Generation Z in Metro Manila, Philippines. While many researchers have studied marketing strategies, marketing jingles and their possible effects on purchasing intention in the quick-service restaurant sector are relatively underexplored. It seeks to determine how the cultural and experiential factors moderate this relationship to offer a deeper understanding of consumer behavior in the context of quick-service restaurant marketing. A quantitative research approach to gathering information was adopted with the following statistical tools, such as frequency distribution, weighted means, and Pearson R analysis, to analyze data collected from the targeted respondents. The study reveals that marketing jingles can enhance emotional connection, build a recognizable brand image, and trigger subconscious triggers, directly impacting consumer decision-making and purchase intention. This study concludes that quick-service restaurants should emphasize the design of catchy and relevant jingles as a marketing strategy to enhance connectivity towards Gen Z consumers. Furthermore, this research contributes to the knowledge base about marketing effectiveness within the quick service restaurant industry and even makes concrete recommendations for marketers at the practical level.

JGB 1913

“The Mediating Role of Employee Engagement Practices on the Relationship of Employee Retention and Job Satisfaction”

Noel M. Sanchez, Madelyn Rose Robles & Jayvie O. Guballo / Read Full Paper

Keywords

Employee Retention, Job Satisfaction, Employee Engagement Practices, Mediation, Aon Hewitt’s Six Drivers.

Abstract

The study examines how engagement practices affect employee retention and job satisfaction in business process outsourcing (BPO) companies in Ortigas, Metro Manila. The research objectives are: (1) to assess the impact of Aon Hewitt's six engagement drivers—the basics, the work, company practices, performance, leadership, and brand—on employee retention and job satisfaction. (2) To determine which engagement practices mediate the relationship between job retention and job satisfaction; and (3) To assess the extent to which job satisfaction influences employee retention. Data was collected from 355 BPO employees and processed using Spearman's rho and the SPSS V4.2 PROCESS procedure. There is a correlation between job satisfaction and employee retention (p-value = 0.0000). All six engagement drivers were found to significantly mediate the relationship with the following results—basics (p = 0.0000), work (p = 0.0005), company practices (p = 0.0001), performance (p = 0.0012), leadership (p = 0.0051), and brand (p = 0.0000) within the 0.0001 range. Respondents' perceptions of company practice and leadership engagement influenced job satisfaction, resulting in strong, active loyalty. This study reveals that strong and effective engagement practices in formulating policy increase engagement and satisfaction, resulting in improved retention and contributing to organizational performance.

JGB 1914

“Online Service Quality Toward E-Trust in Tourism Related Services Travel Booking”

John Michael O. Verzosa, Ph.D. / Read Full Paper

Keywords

Service Quality, E-Service Quality, E-Recovery Service Quality, Customer Satisfaction, Tourism

Abstract

In today's digital age, customers have an abundance of choices at their disposal, making it essential for businesses to provide an exceptional customer experience to stand out. Online travel booking and scheduling software have transformed how companies and customers interact. The use of appointment booking systems that are streamlined, convenient, and easy to use can help businesses achieve this goal. However, it is experiencing problems that affect customer experience and satisfaction, such as price fluctuations, hidden fees, frauds and scams, technical glitches, customer service, and booking cancellations through a travel portal. The researchers targeted employees of San Lazaro Hospital (SLH) under the Finance Service, faculty members of the Philippine Christian University (PCU) Manila Campus under CBAA, and Alorica Call Center Company under Wing A Production with a total of 185 employees across the three sectors through a random sample. Both the E-S-QUAL and E-RECS-QUAL methods rejected the null hypothesis, stating significant differences in consumer satisfaction among the companies reviewed. These results imply no significant difference in consumer satisfaction across various job positions within the company. This research revealed a strong consensus among the participants across all dimensions, indicating a positive perception of the quality of service offered by online travel booking services. More precisely, simplicity, availability, efficiency, and reliability emerged as the most significant factors, underscoring the importance of clear communication, accessibility, and dependability in enhancing CS and OCL in the highly competitive online travel services market.

JGB 1920

“Understanding Information Technology Security Awareness Among College Students: Assessing Knowledge, Attitudes, and Practices  at the National Teachers College”

Jovilyn D. Mendoza, Socorro E. Aguja, and Maria Catherine I. Arboleda / Read Full Paper

Keywords

Awareness, College Students, Cybersecurity, Education Policy, Digital Safety

Abstract

Information Technology Security, a.k.a. cybersecurity, has become increasingly important with the growing reliance on digital platforms for education, business, and daily activities. College students frequently engage with online tools and are particularly vulnerable to cyber threats due to their constant digital interactions. This study assesses the cybersecurity awareness of college students at the National Teachers College by evaluating their knowledge, attitudes, and practices. A quantitative descriptive-correlational approach was employed to examine cybersecurity awareness among 100 students (20 per program) from the School of Business enrolled in the first semester of SY 2024-2025. Data was collected through structured surveys administered via Google Forms, assessing students' cybersecurity knowledge, attitudes, and practices. A researcher-made questionnaire was designed and validated to measure awareness of standard and advanced cybersecurity threats. Descriptive statistics summarized the data, while correlational analysis examined relationships between knowledge, attitudes, and practices. Findings highlight students' recognition of cybersecurity importance, particularly in unsafe practices, password reuse, password management, and multi-factor authentication. However, gaps in knowledge about advanced threats leave students vulnerable to cyberattacks, which could have significant implications for the workforce and global business security. The study underscores the need for stronger cybersecurity education programs to ensure that future professionals are well-equipped to protect personal and organizational data. Academic institutions can cultivate a cybersecurity-conscious workforce by integrating cybersecurity education into educational curricula, conducting hands-on training sessions, and implementing institutional policies. This proactive approach benefits students, businesses, and industries worldwide by reducing cybersecurity risks, ensuring regulatory compliance, and enhancing global digital security.

JGB 1921

“AI, the 4th Industrial Revolution, Talent Sustainability and Labor Laws: A Review Article on the Implications of Utilizing Artificial Intelligence in Business, Management Prerogatives, Security of Tenure, Labor/Talent Sustainability in the Philippines”

John Evan C. Miguel / Read Full Paper

Keywords

GAI, 4th Industrial Revolution, Talent Sustainability, Management Prerogatives, Security of Tenure

Abstract

This review article discusses how the applications of Generative Artificial Intelligence (GAI) and the emergence of the fourth Industrial Revolution could affect the business practices of companies in the Philippines.

The legal aspects regarding the company’s exercise of "Management Prerogatives" versus the protected right to laborers to "Security of Tenure" may be affected by the latest technological advancements and automation that are now being utilized in business operations.

Thus, industries must be able to exercise their management prerogatives prudently and objectively to ensure the sustainability of labor and talent in the Philippines' economies, which are one of the biggest suppliers of highly skilled workforce and business process outsourcing services in the global business landscape.

 In the Asia Pacific region, the danger of AI displacing the need for the workforce is more prevalent in the support, service, sales, and clerical positions. This contrasts with the high-paying managerial and professional positions that would benefit from using AI in their workplace.   (How Artificial Intelligence Will Affect Asia's Economies, 2025)

Schwab (2025) wrote in an article that the emergence of intelligent technologies could cause great divisions and inequalities in different regions, which could lead to severe social and economic dilemmas.

Management prerogative is defined as the right of employers and management to control and supervise all aspects of employment, St. Luke's vs. Sanchez, (G.R. No. 212054, 2015).

Moreover, the right to permanent status in employment tenure, a humane labor environment, and a living wage are further protected and guaranteed by Article 13, Section 3 (1987 Constitution).

This review article shall utilize archival research by reviewing related literature, analyzing international and domestic laws, and surveying recent legal opinions and jurisprudence.

Thus, this paper will discuss the legal implications and provide policy recommendations on the interplay between management prerogatives and the security of tenure in using AI in business operations.

JGB 1923

“The Impact of Green Leadership Towards the Level of Employee Green Behavior”

Manoy, Benjamin M., Divino, AprilFabaleña, Abegail S.,Olaman, Angel Grace A., & Peñaflor, Kristine Ann C., / Read Full Paper

Keywords

Employee Green Behavior, Environmental Practices, Green Leadership, Environmental Crisis, Influence

Abstract

As the global environmental crisis intensifies, businesses are under increasing pressure to integrate environmental practices into their operations. This study applies Social Exchange Theory to examine the relationship between Green Leadership and Employee Green Behavior (EGB) within Microchip Technology, Calamba, Laguna. By focusing on leadership initiatives, it explores how these efforts influence employees' environmentally conscious actions, with the company's ESG report serving as a reference for ongoing Green Leadership. Using quantitative surveys from 200 respondents, the study measures the levels of Green Leadership and EGB, employing the Pearson Correlation Coefficient to assess their relationship. The findings reveal that while both Green Leadership and EGB are present within the organization, Green Leadership has no significant impact on Employee Green Behavior. These results suggest the need to consider multiple factors that affect environmental practices within the company.

JGB 1924

“Hawkins-Stern’s Impulse Buying Theory:  The Egregious Impulsive Buying Behavior of Gen Z Consumers”

Dionaida V. Fontanilla, Justine Brillo, & Claris B. Mercado / Read Full Paper

Keywords

Impulse buying behavior, Intern and external forces, Platform, Emotional,

Abstract

The impulse buying behavior of Generation Z (Gen Z) consumers has become imperative for researchers and businesses aiming to thrive in today's market.   The egregious or shocking intuitive observation among Gen Z consumers of becoming impulsive buyers concerns the researchers.   The internal and external driving forces used in the study are psychological traits, behavioral patterns, mental and emotional responses, platform, influencer impact, and purchasing power as determinants of impulsive buying drawn from Hawkins-Stern's Impulse Buying Theory.   The novelty and implication will shed light from local to international perspectives to help stakeholders and companies in online business craft excellent marketing strategies and spot opportunities to attract Gen. Z consumers.   A descriptive quantitative design evaluated the relationship between the variables affecting Gen Z's impulse buying behavior.

The study revealed that when emotional response and behavioral patterns, purchasing power followed by platforms is intensely used, it dramatically influences Gen Z's impulsive buyers, as justified by Hawkins-Stern's Impulse Buying Theory caused Gen Z's unplanned purchases to surpass their everyday purchases, and most likely become impulsive buyers.   Driven by instinct, mood, budget, emotional response, affective state supported by past buying behavior, external stimuli, and online offerings lead to Gen Z's experiences impulsive buying to reward themselves, yet with no intent of purchasing, which leads to unplanned purchases, thus breaking their standard buying patterns.   The study failed to prove that all chosen variables greatly influence Gen Z impulsive buying behavior.   Hence, future researchers are encouraged to conduct further studies.

JGB 1927

“Esplanade Iloilo City: Sustainable Tourism Practices and Its Impact”

Analin A. Jover, MBA / Read Full Paper

Abstract

The Iloilo Esplanade was a project in the public realm. It was the initial part of a larger project to provide both sides of the Iloilo River with esplanades catering primarily to pedestrians. Phase one is 1.2 kilometers long between Drilon and Carpenter Bridges in Iloilo.

            The site was an existing dike road devoid of shade, originally built just as a flood control measure. Senator Drilon launched the Esplanade project as a key component of his Iloilo River Improvement initiative.

            The redesign showcased its effect on public amenities (it became the favorite jogging venue for Ilongos) because it is creating an identity for Iloilo (it is one of the most posted on social media) and improving real estate values. Before the esplanade's construction, the price of land was 2-3,000 pesos per square meter; today, it is 18,000 pesos or more per square meter.

            The Iloilo Esplanade, located in Iloilo City, Philippines, is a popular waterfront promenade along the Iloilo River that has become a key tourism and recreation destination in the region. The Esplanade project was initiated by the local government of Iloilo City as part of efforts to revitalize the riverfront area, enhance public spaces, and promote sustainable urban development. The Esplanade not only provides a scenic and leisurely space for residents and visitors but also serves as a catalyst for economic growth and cultural preservation in the city.

            The Esplanade has become a focal point for social gatherings, events, and cultural performances, contributing to the promotion of local arts and heritage. The Iloilo River, which the Esplanade runs alongside, has been a vital part of the city's history and culture. However, due to urbanization and industrialization, the river became heavily polluted, causing harm to the environment and the people living nearby. The development of the Iloilo Esplanade has helped rehabilitate the river by providing green space and promoting environmental awareness. The construction of a riverbank filtration system has also improved the water quality of the river, making it safe for recreational activities.

            It was designed to be environmentally sustainable. To reduce its environmental impact, it features rain gardens, permeable pavements, and solar-powered lighting. The incorporation of these eco-friendly features has earned the Iloilo Esplanade recognition as a sustainable development project. The development of the Iloilo Esplanade is a joint effort of the local government and private sector.

JGB 1928

“Social Media Pull Promotional Strategies and Urban Agricultural Volunteerism in San Pedro City, Laguna”

Cherish Juve P. Sta.Maria, Alexandra B. Tejada, Shiela T. Toldanes, Shane Rose M. Tamala & Patricia O. Odicta / Read Full Paper

Keywords

Social media, Urban agriculture, Volunteerism, Community engagement, Digital marketing.

Abstract

Social media has supported urban agriculture and volunteerism by offering a real-time platform to connect with communities and encourage participation. This study examines the role of social media pull promotional strategies in engaging volunteers in urban agriculture activities in San Pedro City, Laguna. The study determines the salient factors influencing participation by employing engagement patterns, content strategies, and audience response. The findings show that interactive content, targeted messaging, and community-driven campaigns can significantly enhance awareness and involvement in urban farming activities. For these reasons, social media is an invaluable tool for sustaining volunteer-driven agricultural projects as a platform that enables real-time information sharing, builds digital communities, and amplifies advocacy efforts.

This research suggests diversification of content, engagement with local influencers, and the use of compelling storytelling to create stronger relationships with the public. Farmers' groups and local government units should also invest in targeted social media campaigns and encourage user-generated content to instill ownership among the public. Through these practices being perfected, stakeholders are better placed to mobilize volunteers and promote urban agriculture as a green solution to food security and ecological resilience.

JGB 1929

“The Lived Experiences of HR Generalists in Achieving Work-Life Balance in Extended Shift through the Resource Drain Theory in Manufacturing Companies in the City of San Pedro Laguna”

Molleda, Maria Teresa A., Constancio, Trisha Fiacre S., Entima, Christine Angela T., Inanod, Kriza Emily B., Rodrigueza, LJ T., & Tuatis, Gracielle Daine A. / Read Full Paper

Keywords

Extended Shifts, Manufacturing Companies, Work-life Balance, Lived Experiences, Resource Drain Theory, Employee Retention

Abstract

       This qualitative study examined the Lived Experiences of HR Generalists in Achieving Work-Life Balance while Working in Extended Shifts in Manufacturing Companies in the City of San Pedro Laguna through the Resource Drain Theory. It comprises a phenomenological qualitative research design with ten purposive sampled HR Generalists, and data were inducted in-depth through face-to-face interviews. Extended shifts are work exceeding eight hours within five consecutive days or even inconsistent timing (Schmidt, 2023). Such shifts usually cut down the employee's time away from work and usually lead to exhaustion for workers (OSHA, n.d.). Resource Drain Theory explains how limited resources, money, and energy- lead to stress and burnout (Khateeb, 2021), where such a situation puts HR Generalists into a stress-burnout context on balancing the extended shift with personal life.

Manufacturing organizations in San Pedro have been selected because they have rigid work structures and extended hours, making it difficult for employees to have a work-life balance. Unlike service-based industries with flexible schedules, continuous operations for manufacturing employees may lead to high pressure and fatigue (OSHA, n. d). It ascertains the relationship of long-shift work to work-life balance using the Resource Drain Theory to manage the workforce.

Thematic analysis revealed that efficient goal setting, a healthy work environment, resource management (time priority), and financial literacy are all vital in defining work-life balance criteria. Participants mentioned possible pressures and issues such as conflicts between work and family and working late hours. The ongoing issue of burnout justifies HR intervention. The study recommends wellness programs, flexibility in work schedules, and mental health interventions for employees to improve their dedication, service, and productivity at work. Future research should include production workers who face higher risks from overtime work.

JGB 1931

“ Consumer Preferences: Gaining Insight Into Online Shopping Habit of BSCA Students of Philippine Christian University – Dasmarinas, Cavite”

Mr. Jimsy F. Macawile, Ms. Medina G. Castro, Ms. Lhenry M. Hayag, Ms. Trisha Mae L. Literatus, & Ms. Darlyn B Toledo / Read Full Paper

Abstract

In today's digital world, living without the internet is nearly impossible. Social interaction, commerce, and business are all interconnected through online platforms. Traditional lifestyles have shifted towards digital ones, with online shopping emerging as the preferred method for making purchases. This practice allows customers to buy goods directly from sellers without intermediaries, streamlining the shopping experience.

Online shopping offers numerous benefits, including quick payments, reduced travel time, and the convenience of shopping from home. Consumers can easily access a wide range of products and services, comparing prices and promotions from various vendors to find the best deals. This convenience has led to a significant increase in online shopping, particularly among time-constrained individuals who can shop at any hour, breaking the limitations of traditional retail hours.

E-commerce fosters direct relationships between businesses and consumers. By building trust through effective marketing strategies, e-commerce can influence customer loyalty and repeat purchases. The rapid growth of online shopping raises important questions about turnover management and customer retention, highlighting the advantages of e-commerce over traditional shopping methods.

The rise of social media has further transformed consumer behavior, acting as a catalyst for product discovery and brand engagement. Platforms like Instagram and Facebook blur the lines between social interaction and commerce, making social commerce a game-changer. Marketing strategies must adapt to this shift, recognizing that consumers seek connection, inspiration, and validation online.

With the proliferation of smartphones and tablets, mobile shopping has become increasingly popular, offering a seamless experience for consumers on the go. This mobile revolution has fundamentally altered how we shop, impacting everything from grocery purchases to retail clothing sales and reshaping the landscape of modern commerce.

JGB 1936

“Dynamic Linkages Between Inflation, Foreign Exchange, and Global Rice Prices: A Regime-Switching and Bayesian Vector Autoregression (VAR) Approach”

Vicente Salvador E. Montaño, DBA, Claire N. Cabahug, & Miko O. Tan / Read Full Paper

Keywords

Inflation. Foreign Exchange (FX) International Rice Prices, Markov Switching Model (MSM), Bayesian Vector Autoregression (BVAR)

Abstract

This research explores the dynamic interlinkage among inflation, foreign exchange (FX) rates, and global rice prices through Bayesian Vector Autoregression (BVAR) and the Markov Switching Model (MSM). Through time-varying coefficients and regime switching, the investigation identifies how movements in FX and rice prices influence inflationary movements under various economic conditions. The results indicate that inflationary pressures are more substantial in specific economic regimes, with FX volatility being a key determinant of price stability. Moreover, international rice price shocks have different degrees of influence under different economic regimes. The results shed light on the transmission mechanisms of external shocks to domestic inflation, emphasizing the role of adaptive monetary and trade policies. These results are important to policymakers who want to increase economic resilience, anchor inflation, and prevent the transmission of external price volatility to local markets.

JGB 1937

“THE EFFECTIVENESS OF GROWSARI ONLINE PLATFORM ON SARI-SARI STORES’ SUPPLY CHAIN IN MANILA”

Egaña, Bea Alyssa D.V., Maguddayao, Kyla O., & Tolosa Jill Robin C. / Read Full Paper

Keywords

Growsari, Sari-sari store, Supply Chain

Abstract

The advancement of technology in today's era has been remarkable, paving the way for Micro, Small, and Medium Enterprises (MSMEs) to leverage their competitive advantage in the market and consequently achieve growth and success in the long run. Companies have established how MSMEs, particularly sari-sari stores in the Philippines, will thrive in the growing digital economy — one of them is Growsari. This is a tech-enabled B2B platform that aims to empower and help sari-sari store owners manage their business effectively and boost their income through the services and assortments the company offers. To further assess the effectiveness of the online platform on the supply chain of these sari-sari stores, the researchers used a survey questionnaire that contains 40 questions focusing on the following aspects: (1) e-payment services of Growsari (2) e-commerce services of Growsari (3) the four competitive priorities of a supply chain namely the responsiveness, reliability, resiliency, and realignment (4) production increase of the sari-sari stores and (5) income increase of the sari-sari store owners. Findings reveal that the Growsari online platform is crucial in enhancing efficiency and contributing to the growth of sari-sari store businesses in Manila. The researchers concluded that while adopting Growsari online platform can significantly impact the supply chain operations of sari-sari store businesses, it is also important to note that Growsari can still further improve their effectiveness by addressing areas of concerns such as customer support, particularly the slow response time and limited customer service channels.

JGB 1940

“Marketing Mix Strategies and Sustainability Performance of Social Enterprises in Mamburao, Occidental Mindoro”

Cruz, John Lloyd B., Pineda, Alexander Keith S., Ladignon, Lorie Jane E., Alvarez, Mariel Joy R., Manalo, Christine Joyce C., Garcia, Lea Jane U., Cajayon, John Jeric A., Dimaculangan, Mike Angelo L., Villaluna, Bon Jairo Z., & Dr. Judy A. Catalo / Read Full Paper

Keywords

Marketing Mix Strategies, Green Marketing, 7Ps, Sustainability Performance, Sustainable Development Goals

Abstract

This study was conducted to assess the effectiveness of the implementation of marketing mix strategies and the extent of the sustainability performance of Social Enterprises in Mamburao, Occidental Mindoro, whereas these problems were addressed to Sustainable Livelihood Programs (SLPs). To assess this, the researchers utilized purposive sampling and non-random sampling to assess the effectiveness of marketing mix strategies in determining the respondents' extent of sustainability performance. The researchers created a modified research questionnaire, which was validated by five experts and passed the reliability test using Cronbach's Alpha before conducting the survey. Meanwhile, the statistical tools utilized in the data formulation were Mean, Standard Deviation, and Pearson Product Moment Correlation. The study's result revealed that most respondents were highly effective in terms of product, price, place, promotion, packaging, people, and positioning. For most respondents, the extent of sustainability performance was high in terms of economic, environmental, and social performance. The findings also revealed a significant relationship (r – value= 1.00, p < .001) between marketing mix strategies and the sustainability performance of social enterprises in Mamburao, Occidental Mindoro. Future Researchers may conduct a study focusing on the inclusion of sustainable marketing mix strategies to Social Enterprises (SEs) on the importance of the 7Ps, such as product, price, place, promotion, packaging, people, and positioning, and contribute to practical implications and recommendations of the study in assessing the social enterprises specifically the Sustainable Livelihood Program (SLP) competitiveness in the market and contributing to sustainability performance. In addition, future researchers may assess the positive correlation between individual marketing mix strategies and their sustainability performance.

JGB 1941

“The Impact of Artificial Intelligence on the Academic Performance of RVR-COB Students of De La Salle University: Comparative Analysis of Undergraduate and Selected Graduate Students”

Dennis L. Berino, DBA, Carlos Emmanuel G. Andan, Clark B. Golez, Eddie F. Muke, & Ma. Lourdes D. Tuazon / Read Full Paper

Keywords

Artificial intelligence, Academic performance, Productivity, Cognitive ability,

Abstract

Artificial intelligence (AI) is an emerging technology increasingly utilized in educational settings, offering the potential for both beneficial and adverse outcomes. This paper investigated the effect of AI on the academic performance, cognitive skills, and productivity of undergraduate and selected MBA graduate students at Ramon V. del Rosario College of Business, De La Salle University Manila. The researchers based their framework on the following: the impact of AI on (1) academic performance, (2) cognitive ability, and (3) productivity. The impact of AI on academic performance is mediated by cognitive ability and productivity. For this, a questionnaire was distributed and answered by the respondents. Descriptive and causal/explanatory research methods were employed to understand the gathered information better. Correlation and regression analyses were conducted to analyze the relationships between the variables. Some variations were noted between the results of the undergraduate and graduate students. However, the findings revealed a significant relationship between AI use and academic performance and productivity for both levels. The results for AI use and cognitive ability were significant for undergraduates but not graduate students. Furthermore, cognitive ability and productivity significantly mediated the relationship between AI use and academic performance for both levels. AI holds great potential in shaping student learning outcomes, along with proper usage and implementation, which should be developed to maximize benefits and minimize possible disadvantages for students and the educational system in general.

JGB 1942

“Relationship Between Talent Management in Public Sector in China and Their Organizational Commitment: Inputs for the Development of Succession Plan”

Ruicong Liu, & Maria Victoria U.Rosas / Read Full Paper

Keywords

Talent Development, Talent Attraction, Talent Compensation, Team Workforce Planning, Talent Retention Strategies, Succession plan

Abstract

This research examines the relationship between talent management and organizational commitment among the Bureau of Local Taxation employees in Baiyin City, China. The study included 228 employees aged between 25 and 38 years. It utilized a descriptive-correlational method to explore this relationship in the public sector and to identify variables that could inform the development of a succession plan. The findings revealed mixed ratings for the Bureau's Talent Management Practices. Talent Development, Talent Attraction, Talent Compensation, Team Workforce Planning, and Talent Retention Strategies received favorable ratings, indicating their effectiveness within the BureauBureau. However, areas such as Career Development, Career Pathing, and Talent Performance Management were rated negatively, highlighting employee dissatisfaction.

Additionally, the categories of Integrity and Respect under Talent Retention also scored poorly. Moreover, the study found limited and negative correlations between Talent Management Practices and Organizational Commitment. To address these challenges, the researchers recommend prioritizing the improvement of talent performance through the implementation of annual reviews and discussions on individual performance plans and deliverables. Furthermore, there should be a focus on enhancing the performance management system and overall talent management strategies. Finally, developing a well-structured succession plan based on the study's findings is crucial to ensure continuity in leadership.

JGB 1943

“The Impact of ChatGPT on the Dynamics of Marketing Content Creation: Assistance or Dependency”

James Patrick Batongbacal, Trinity Irish Caguiat, Lady Laine Tolentino, Dr. Danzen Olazo / Read Full Paper

Keywords

ChatGPT, Marketing professionals, Creativity, Dependence, Performance Impact

Abstract

The advancement of technology is inevitable, moving toward innovation and new trends in digital marketing. ChatGPT undeniably brought the evolution through customer engagement, content creation, and personalization. This descriptive-causal quantitative research examines whether perceived creativity and dependency have an impact on ChatGPT usage and performance. Thus, a research gap exists in very few studies that have focused on how ChatGPT influences the marketing content production of marketing professionals in Pampanga specifically. Using a purposive sampling technique, a total of 400 marketing professionals, with titles such as marketing specialist, content creator, marketing manager, and other roles under the marketing department in Pampanga, were collected from a face-to-face survey. In the analysis of data, statistical tools were explicitly utilized, such as frequency statistics, mean ratings, normality test, Spearman's rho, correlation matrix, regression analysis, and mediation analysis. The findings reveal that ChatGPT is widely used by professionals who see it as a tool for their creativity enhancement. Statistical analysis showed a strong correlation between perceived creativity, dependence, and ChatGPT usage, where professionals rely on their idea generation and integration into their workflows more. Significantly boosting the innovation of content creation, however, it raises concerns about over-reliance. Overall, the study highlights the valuable role of ChatGPT in streamlining the work and content creation and its emphasis on the need for human originality in order to maintain authenticity. Despite the benefits, it underscores the importance of balancing automation with originality in marketing practices.

JGB 1944

“Comparing Consumer Perception Between AI-Generated Content (AIGC) and Human-Designed Digital Marketing Materials Among Consumers in the Philippines”

Kate Allyson T. Espiritu, Riniel M. Lopez, Gabrielle Nicole M. Salagubang, Danzen B. Olazo / Read Full Paper

Keywords

AI-generated content, human-designed marketing, consumer perception, digital marketing

Abstract

With artificial intelligence (AI) rapidly transforming digital marketing, it is important to learn about consumer attitudes toward AI-generated content (AIGC) compared to

human-generated marketing materials. This research investigates how consumers in Angeles City, Philippines, view AIGC and human-created content through six factors: content quality, credibility and trustworthiness, emotional appeal, relevance and personalization, engagement potential, and perceived creativity and innovation. Conducting a descriptive-comparative research design with purposive sampling, the investigation polled 400 participants aged 18 and older who have experienced digital marketing materials. Results showed that content created by AI consistently scored drastically lower than content created by the respondents on all factors (p <.001). Thus, AIGC needs to enhance credibility, emotional resonance, and creativity to meet consumer expectations better. It should be realized that the taste for AI-generated content varies geographically. AIGC may be embraced in specific markets, but others, like this city in the Philippines, still strongly prefer human-designed content. Therefore, human-designed content should take precedence with companies and marketing specialists to maximize customer engagement, trust, and emotional resonance.

JGB 1945

“The Uses and Challenges of Using ChatGPT: The Perspective of Micro Businesses in Improving Their Marketing Performance”

Abad Santos, Kiana Marie C., Ignacio, Bryan Karl I., Laxamana, Jhed Rei Nicole B., Valle, Isabelle Claire R. / Read Full Paper

Keywords

ChatGPT, artificial intelligence (AI), Uses of ChatGPT, challenges in using ChatGPT, Marketing performance, AI adoption, micro businesses.

Abstract

The evolution of artificial intelligence has transformed digital marketing, enabling micro businesses to use advanced tools like ChatGPT. This tool enhances customer engagement, simplifies content generation, and improves marketing efficiency. However, challenges such as limited technical knowledge, reluctance to adopt new technology, and data privacy concerns hinder widespread adoption. This study investigates the correlation between ChatGPT use, implementation challenges, and its effect on marketing performance in micro-businesses in Angeles City, Pampanga. A quantitative research approach was used, collecting data through structured questionnaires from 400 micro business owners, managers, or workers. Statistical analyses, including regression analysis and Spearman's correlation, were conducted to assess marketing metrics such as customer engagement, lead generation, and sales conversion rates. Findings show that ChatGPT was highly effective, with its application significantly linked to improved marketing performance. While challenges were encountered, they did not significantly impact marketing outcomes, suggesting that the benefits of ChatGPT outweighed the difficulties faced during implementation. Micro business owners can maximize ChatGPT by training employees with DOST Programs, enhancing technical support and troubleshooting, improving internet and device performance, creating AI literacy and training, avoiding relying too much on ChatGPT, and participating in ChatGPT's improvements and updates. Future studies should explore how different types of micro businesses can maximize ChatGPT and identify additional AI tools to bridge marketing performance gaps.

JGB 1946

“Measuring The Level Of Satisfaction Among Generations In The Use Of Ai-Automated Messages (Chatbots)"

Bucoy, Farah Cathlyn, Dimalanta, Daphne, Nulud, Anne Rairick, and Dr. Danzen Olazo / Read Full Paper

Keywords

Artificial Intelligence, AI-Automated Messages (Chatbots), Customer Satisfaction, Generational Differences, Philippines.

Abstract

The Philippine technological advancements have created a demand for AI-automated messages (Chatbots) in customer service as a critical technology advancing service delivery methods. Business practice benefits arise from this research by identifying service enhancement strategies to improve customer satisfaction and operational efficiency while chatbots evolve in customer support functions. The research evaluates how artificial intelligence (AI) chatbots influence customer satisfaction among the X, Y, and Z generational consumers living in Pampanga, Philippines. The research implements a descriptive correlational design to evaluate data gathered from 405 participants through a quantitative study. The study explores five critical features of AI chatbots: usability, responsiveness, perceived trust, accessibility, and empathy. Research findings indicate that these factors maintained a positive connection to customer satisfaction between Generation X, Generation Y, and Generation Z customers. Studies show that AI chatbots succeed at serving various users when developers prioritize creating interfaces that are easy to use and make the system responsive and trustworthy with an empathetic and accessible format. The data also confirms that Generation X has the lowest satisfaction rate when using chatbots, while Generation Z obtains slightly better results, while Generation Y achieves the highest customer satisfaction. To further improve the measurement of customer satisfaction of consumers towards AI-automated messages (Chatbots), covering a larger geographic and demographic segment is suggested to provide more insights to help consumers, businesses, government, and future researchers further.

JGB 1947

“A Correlational Analysis of AI-Powered Chatbots and Customer Satisfaction In the E-commerce Industry”

Cruz, Giselle M., Marquez, Angeline Gabrielle N., Sicat, Alexandra P. / Read Full Paper

Keywords

Artificial Intelligence, AI-powered Chatbots, Customer Satisfaction, E-commerce Industry

Abstract

The study aims to determine the correlation between AI-powered Chatbots and customer satisfaction in the e-commerce industry. The paper focused on measuring consumers' perspectives on AI-powered Chatbots regarding convenience, efficiency, speed, accuracy, information, empathy, communication, automation in solving complex issues, benefits, impacts, and effectiveness in improving customer satisfaction. In addition, the study mainly focused on the integration of AI-powered Chatbots in the e-commerce industry. The study used descriptive and quantitative to test the hypotheses. The study's respondents are residents of Angeles City, Pampanga, aged 18 and above, active users of e-commerce platforms in online purchases, and have experience using AI-powered chatbots. Using the Raosoft sample size calculator, the computed sample size was 384 respondents, and an online survey was distributed using the purposive sampling method. The study also used Jamovi Statistical Software with non-parametric statistical tools to test the relationship of the variables. The study's results show that the attributes of AI-powered Chatbots significantly influence customer satisfaction. However, the respondents show that despite the enhanced customer service of e-commerce businesses by integrating AI-powered Chatbots, the results show that human interaction is still needed because of AI-powered Chatbots’ lack of emotional intelligence.

JGB 1948

“Exploring Customer Perception and Brand Sentiment Towards AI-Generated Advertisements in SM Supermalls in the Philippines”

Mark Laurence C. David, Laika Michelle G. Frigillana, Denise Ashley B. Naguit, & Danzen B. Olazo / Read Full Paper

Keywords

AI-generated advertisements, SM Supermalls, customer perception, brand sentiment

Abstract

The landscape of modern marketing is rapidly evolving with the integration of artificial intelligence (AI), leading to the increasing use of AI-generated digital models and personalized AI-driven marketing campaigns. This descriptive-causal exploratory study examines customer perception and brand sentiment towards advertisements that feature potentially AI-generated digital models and other AI-integrated marketing campaigns in SM Supermalls in the Philippines. Analyzing data from 400 respondents, the researchers examine key factors, including awareness, perceived relevance, trust, engagement, emotional response, and perceived brand authenticity. The findings reveal that while customer awareness of AI-generated ads is high, it does not directly translate to positive brand sentiment. Instead, perceived relevance, trust, emotional response, and perceived brand authenticity emerge as the strongest predictors of positive sentiment, emphasizing the need for AI-generated ads that resonate with customer preferences and values. Interestingly, engagement with AI advertisements does not significantly influence brand perception, suggesting that current AI-generated ads may not be fully effective in driving customer interaction. This study underscores the importance of AI-driven marketing strategies that prioritize relevance, trust, authenticity, and emotional appeal to enhance customer sentiment and brand perception. The researchers recommend that SM Supermalls focus on improving both awareness and engagement by creating more interactive and informative AI-generated advertisements. By fostering customer familiarity and active participation, SM Supermalls can maximize the benefits of AI in their marketing strategies, ultimately strengthening brand loyalty and customer satisfaction. These insights contribute to the growing understanding of AI's role in customer engagement and branding within the retail sector.

JGB 1949

“Examining the Relationship Between Google Apps as a Learning Management System and Teaching Effectiveness of Teachers in the Philippines”

Bladeo, Daniel; Fellinger, Nico; Ponce, Nathaniel;

Santos, Tristan; Olazo, Danzen / Read Full Paper

Keywords

Learning Management System (LMS), Google Apps for Education, Teaching Effectiveness, Behavioral Intention, Technology Integration in Education.

Abstract

The purpose of this study was to examine the effect of Google Apps as an LMS on the teaching efficiency of Pampanga teachers. The study examines the extent to which there is a relationship between behavioral Intention, attitude toward technology, effort expectancy, and performance expectancy in LMS utilization for instruction. A quantitative correlational design surveying 400 junior and senior high school teachers from public and private institutions of education was employed using a survey based on the model of the Unified Theory of Acceptance and Use of Technology. Analysis was done on descriptive statistics, Spearman's Correlation, and Multiple Regression.

Results show that behavioral intention and performance expectancy are dominant causes of teaching effectiveness, and teachers who were LMS planning and perceived them as performance enhancing had better outcomes. Attitude towards new technology moderately influenced the adoption behavior, while difficulties related to LMS usage led to negative results with regard to the adoption success. In the research, only Google Apps was studied, and not all possible systems that might produce different results. The study did not explore external factors such as the availability of the Internet, support of institutions, and technological infrastructure.

The research findings confirm that teachers need adequate professional development programs to acquire improved digital literacy skills and technology expertise. School administrators and policymakers need to establish training programs with institutional backing to achieve smooth integration of LMS tools in educational instruction. On a larger scale, LMS adoption helps digital transformation and enhances student engagement, academic performance, and teaching efficiency.

This research contributes to educational technology literature by investigating Google Apps usage as an LMS in a specific local context. It offers new insights into teachers' LMS adoption factors, which is used to generate base knowledge for continued studies on digital learning environment optimization for better education outcomes.

JGB 1950

“The Impact of Advanced Machine Learning Integration on Workplace FOBO: The Mediating Role of Self-Efficacy”

     Chasmin Jei G. Lapuz, Rianna Grace S. Panlilio, Kian Onin C. Sebuguero, and Danzen B. Olazo / Read Full Paper

Keywords

Machine Learning (ML), Workplace Fear of Obsolescence (FOBO), Self-Efficacy, Artificial Intelligence

Abstract

     This study aims to determine the impact of machine learning (ML) integration on workplace Fear of Obsolescence (FOBO) and the mediating role of self-efficacy among professionals in the business process outsourcing (BPO), healthcare, and finance sectors in Pampanga, Philippines. The study addresses increasing concerns about job security among employees as organizations adopt ML technologies by exploring how self-efficacy influences perceptions related to FOBO. Using a quantitative-causal research design, the study gathered data from 404 employees through structured survey questionnaires. Data, variable relationships, and mediation were examined using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that ML integration has a moderate positive effect or direct impact on workplace FOBO. The result also showed that there is a strong negative relationship or inverse impact between self-efficacy and FOBO. ML integration does not have a significant impact on self-efficacy. Self-efficacy does not significantly mediate ML integration and workplace FOBO, indicating that ML integration increases workplace FOBO, but SE mediation is not important. While ML technology poses threats to job security, employees with stronger self-efficacy view these advancements as opportunities. This underscores the importance of fostering self-efficacy through organizational training programs, AI literacy initiatives, and adaptation strategies to mitigate FOBO. The study's limitations include its cross-sectional design, reliance on self-reported data, and focus on three specific industries within Pampanga. Future research should explore additional moderating variables, expand the sample size, and conduct longitudinal studies to capture evolving perceptions of ML integration. The findings provide practical insights for organizations aiming to balance technological innovation with employee well-being by enhancing adaptability and reducing fear of obsolescence.

JGB 1953

“Educational Search Engines and Pambayang Dalubhasaan ng Marilao 4th Year Office Administration Students’ Academic Performance”

Dr. Menandro T. Manalo, Evelyn Villalon, Jervin Rey F. Diaz, Avegaile M. Mostera, Darine B. Morano, Mylene I. Musni, Margareth Joy A. Umlas / Read Full Paper

Keywords

Cognitive Load, Educational Search Engine, Extraneous Load, Germane Load, Intrinsic Load, Search Algorithms, User-friendly Interface

Abstract

Understanding the role of educational search engine features in shaping the learning experience and academic performance of students is crucial in the digital age. Grounded in John Sweller's Cognitive Load Theory (CLT), this quantitative descriptive study examines students’ perceptions of key search engine features, including user-friendly interface design, relevant search results, filtering options, access to credible sources, multimedia integration, and collaboration tools, and their influence on cognitive load (intrinsic, extraneous, and germane). Using a self-constructed questionnaire developed based on the CLT, the data were collected from 85 fourth-vear Office Administration students for the academic year 2024-2025 at Pambayang Dalubhasaan ng Marilao. Data collection was conducted through an online platform, Google Forms, and Facebook Messenger. Statistical analysis reveals that educational search engine features contribute to academic performance by moderately simplifying learning and enhancing efficiency, reducing complexity, and fostering active engagement. Findings indicate significant relationships between Intrinsic, Extraneous, and Germane Load with Academic Performance at  = 0.05, establishing a significant correlation between educational search engines and academic performance. Moreover, as educational search engines support the simplification of learning, reduction of complexity, and encouragement of active learning, it is concluded that its features in terms of interface design, the relevance of search results, filtering options, access to credible sources, integration of multimedia resources and collaboration tools are well crafted in the manner that it addresses how human brain process and manage information to optimize learning.

JGB 1954

“Role of Cybersecurity Measures in Consumer Trust in E-Commerce: A Quantitative Analysis Among University of Batangas Students”

Justine Dave V. Alab, Mark Jude C. Guillo, John Lloyd B. Olit, Khyllene Jhorryl S. Velasquez, & Bianca Lee Andrea S. Villanobos / Read Full Paper

Keywords

Cybersecurity, Information Security, E-Commerce Platforms, Consumer Trust

Abstract

In the digital age, students are highly engaged with online platforms for academic, social, and personal purposes. With the increasing frequency of cyber threats, such as identity theft, phishing attacks, and data breaches, it has become essential for students to understand the importance of cybersecurity. Many students, however, lack sufficient knowledge about online security, putting their personal data and online activities at risk. This is particularly concerning given the growing use of e-commerce platforms and social media marketplaces where students frequently share sensitive information. In response, this study developed a cybersecurity education program that will address this gap, equipping students with the necessary tools and knowledge to protect themselves from cyber risks and foster a safer online environment. The total population of students across all colleges and departments at the university was 8,928, and the sample size was calculated to be 370. The researchers used purposive sampling, which involves selecting respondents based on specific characteristics relevant to the study. The study revealed that respondents generally agreed on the effectiveness of information security measures of eCommerce platforms. However, there is still a need to understand these measures, the process, specific mechanisms, and practices utilized by businesses. The study also identified that the most significant concern affecting consumer trust was the difficulty in verifying the authenticity of sellers or products, highlighting the need for students to gain a deeper understanding of platform security and transparency issues.

JGB 1955

“The Evaluation of AI-based productivity tools on Content Effectiveness in Social Media Advertising for Food Service MSMEs in the Philippines”

Mitzi Yori F. Galang, Raici Alyanna G. Tongol, Beatrice Eleonor C. Zepeda, Danzen B. Olazo / Read Full Paper

Keywords

Artificial intelligence, productivity tools, content effectiveness, social media advertising, food service MSME

Abstract

This study evaluates the impact of Artificial Intelligence (AI) productivity tools, particularly ChatGPT and Grammarly, on content effectiveness in social media marketing for Micro, Small, and Medium Enterprises (MSMEs) in the food services industry in Pampanga, Philippines. A quantitative approach through descriptive-causal design was employed to survey 400 respondents, primarily MSME owners and social media managers. A structured questionnaire assessed content effectiveness across five factors: engagement rate, time efficiency, grammar and spelling accuracy, readability score, and content tone appropriateness. The Spearman’s Rho findings indicated a moderate positive correlation between content effectiveness and all five factors. The results implicate AI tools, such as ChatGPT and Grammarly, serve as a supportive mechanism rather than replacements for human expertise in marketing. Multiple regression analysis identified that the significant predictors were engagement rate, time efficiency, and readability score, while grammar and spelling accuracy and content tone appropriateness were weak predictors. This analysis implies that other factors signify more predictors to achieve a high correlation of content effectiveness. Moreover, the study did not include creativity and external factors that may be crucial for achieving the overall content effectiveness. Future research recommends exploring additional factors affecting societal media advertising effectiveness for MSMEs and considering the role of AI-driven productivity tools such as Meta AI and Gemini across various industries such as general merchandise and other services. The findings provided practical insights for MSME owners and social media managers to balance using ChatGPT and Grammarly with human creativity and branding to create more relatable and engaging content for consumers.

JGB 1957

“Integrating Artificial Intelligence Tools Towards Student Engagement in Kapampangan History Education: A Case Study by the Center for Kapampangan Studies in Museum Engagement and Cultural Preservation”

Bagang, Reggie; De Vera, Czymon Martin; Galang, Ronie Bryne; Olazo, Danzen / Read Full Paper

Keywords

AI in education, Kapampangan history, cultural preservation, student engagement, AI Content Customization, Interactive Learning Features, Accessibility of Resources, Teacher and Student AI Literacy, Cultural Sensitivity in AI Outputs, Student Engagement in Kapampangan History Education, AI literacy, and adaptive learning.

Abstract

This research examines how Artificial Intelligence Tools (AI) enhance the education of Kapampangan history by focusing on factors like student engagement, the preservation of cultural heritage, and accessibility. It explores the effects of AI-powered tools, including content personalization, interactive learning experiences, and AI-generated historical narratives, on student engagement in the study of Kapampangan history. A quantitative method was used: questionnaires on the Likert scale were used, and statistical tests were used to measure student attitudes and AI literacy levels. Results suggest that AI-driven customization and interactive interaction have a significant impact on engagement, corroborating research on adaptive learning and game-based learning. Issues remain, however, such as the possibility of AI-produced content being inaccurate, restricted access for vulnerable populations, and the necessity for increased AI literacy for both students and teachers. The study underscores the importance of integrating AI with structured teaching methods to ensure historical accuracy and cultural sensitivity. Practical implications highlight AI's potential in museum engagement, policy development, and regional history curriculum enhancement. Future research should explore AI's role in language preservation, ethical AI development, and immersive technologies like virtual reality to enrich history education further. This study contributes to the broader discourse on AI's impact on cultural education, emphasizing the need for responsible AI integration that prioritizes historical authenticity and inclusivity.

JGB 1958

“Expectation for Success, Subjective Task Values, Perceived Costs, and Engagement of Bachelor of Science in Accountancy Students in Terms of Effort, Persistence, Procrastination, and Choice to Continue With the Program”

Editha O. Trinidad & Jovit M. Cueva / Read Full Paper

Keywords

Expectancy-Value Theory, Engagement, BSA students

Abstract

Accounting is considered one of the most challenging subjects and is usually associated with a high failure rate, with the Bachelor of Science in Accountancy (BSA) program posting a high attrition rate of 86%.   Unsurprisingly, BSA students must stay motivated to keep up with the program's rigor. Using Eccles et al.'s (1983) Expectancy-Value Theory (EVT), this research attempts to answer if the expectation for success, subjective task values, and perceived costs affect the engagement of BSA students in terms of effort, persistence, procrastination, and choice to continue with the program. Using a questionnaire adapted from previous studies, an online survey was administered to eighty BSA students who had failed and repeated any Accounting subject. The research is a quantitative study looking for a causal relationship between expectation for success, subjective task values, and perceived costs and the engagement of BSA students in terms of effort, persistence, procrastination, and choice to continue with the program. The main variables are the components of the EVT – expectation for success, subjective task values, and perceived costs as independent variables, with engagement as the dependent variable. Results of a series of linear regression analyses show that expectation for success, subjective task values, and perceived costs significantly affect BSA students' engagement, with 30% of the variance in engagement explained by the independent variables. Subjective task values positively affect the effort, persistence, and choice to continue in the program of BSA students, while perceived costs negatively affect the effort, persistence, and choice to continue in the program of BSA students.

JGB 1959

“Is Artificial Intelligence a Labor-Saving or Labor-Killing Device?”

Atty. Jan Raphael Salud & Allen Iverson G. De Guzman / Read Full Paper

Keywords

Artificial Intelligence, Labor-Saving Device, Labor Code, Automation

Abstract

The rapid advancement and widespread integration of artificial intelligence (AI) into the workforce have raised significant legal concerns that impact the labor force. As AI-powered chatbots and automation technologies continue to evolve, industries increasingly explore AI to improve efficiency and reduce costs. However, this transformation presents challenges, particularly in jurisdictions such as the Philippines, where security of tenure is a constitutional right, and termination of employment is permitted only under just and authorized causes. Under the present legal framework, installing labor-saving devices could serve as an authorized cause to dismiss an employee, provided the employer exercises such prerogative in good faith and justifies the installation by pointing to cost-effectiveness, economy, and the lack of viable alternatives. Traditionally, the installation of labor-saving devices affects employees performing manual labor. However, with AI's advent, jobs requiring creativity, cognition, and discretion are now equally under threat. This paper argues that recognizing AI as a labor-saving device will disrupt the legal safeguards that protect employees from wrongful dismissals and recommends policy measures to close regulatory gaps. These policy measures include but are not limited to, the imposition upon employers of the legal responsibility that all AI-produced outcomes must undergo proper vetting and human oversight.

JGB 1960

“Dengue Prevention and Control: A Systematic Review of Contributing Factors, Gaps in Practices, and Strategies for Effective Management and Intervention”

Randy B. Domantay, Valjunyor J. Alfiler, Trisha M. Andaya, Dyna Marie K. Bullong, Chris Isaiah V. Celedio, Roger H Chegyem Jr., Jonison Martel O. Molintas, Elishah M. Ordona, Haydee Shane M. Saguid / Read Full Paper

Keywords

Dengue outbreak, Contributing factors, Forecasting model, Dengue prevention, Machine learning

Abstract

The Philippines is highly susceptible to the effects of climate change, including increased extreme weather events, which pose health hazards such as dengue. Baguio City faces dengue issues and has recorded 5,505 cases as of August 22, 2024. Thus, this systematic literature review followed the PRISMA 2020 guidelines to gather insights on the contributing factors of dengue, as well as research on mathematical and machine learning models used to predict or forecast dengue incidence. This study aims to identify the most effective forecasting model considering environmental, socio-economic, and meteorological data by comparing the results of various forecasting techniques and advanced analytics in similar studies. Moreover, it aims to bridge the gap in reactive measures such as the 5S anti-dengue campaigns and the Denguerra Program, which primarily respond to outbreaks rather than anticipate them.

JGB 1961

“ASSESSMENT OF POLICY BENEFITS OF THE BMBE ACT OF 2002 (RA 9178) OF MICRO BUSINESSES IN NAGA CITY, CAMARINES SUR”

Jenina Denisse R. Cabrera, Mary Kaye F. Alarcon, Laurence Jemina M. Illo, Krizzane Jane C. Ipo, and Dianne C. Legacion & Dr. Maria Niña C. Howard / Read Full Paper

Keywords

BMBE Act of 2002, RA 9178, Micro-retail and service businesses, Policy implementation

Abstract

Micro-businesses serve as the foundation of Philippine economic development, forming the majority of businesses in the country and generating 32.69% of the total employment in 2022. Recognizing its vital role in the economy, the Barangay Micro Business Enterprise (BMBE) Act of 2002 was promulgated to support and foster the growth of barangay micro-business enterprises by providing benefits and incentives. However, two decades following its enactment, there has been a lack of qualitative studies thoroughly analyzing the Act's benefits and incentives through the perspectives of the barangay micro-business owners in Naga City, Camarines Sur. This study aims to bridge this gap by exploring the extent of awareness, implementation, and utilization of the benefits and incentives of the BMBE Act among BMBE retail and service owners. The researchers employed a qualitative research design to gather the necessary data, utilizing a face-to-face semi-structured interview among 13 registered barangay micro-retail and service business owners in Naga City, Camarines Sur, selected through a mix of Purposive and Quota sampling techniques. The findings reveal varying extent of awareness regarding the Act's provisions, with the majority being partially aware of its benefits and incentives and experiencing challenges in implementing procedures and information dissemination and implementation of its benefits.

JGB 1963

“Deserve Ko ‘To!’: How Marketing Strategies and Peer Influence Affect Retail Therapy and its Influence on Consumer Purchasing Behavior among Filipino Gen Z”

Aerin Paulina B. Neves, Rowhan C. Del Mundo, Joaquin Enrique A. Arquesa, Ralph D. Chingkoe, Winona Marie F. Destreza, Nelson B. Guillen Jr. / Read Full Paper

Keywords

Retail Therapy, Marketing Strategies, Peer Influence, Consumer Purchasing Behavior, Filipino Gen Z

Abstract

Retail therapy (RT), the act of shopping and purchasing to improve mood—has gained notable prominence among Filipino Generation Z (Gen Z), amplified significantly by social media and e-commerce platforms, particularly TikTok. This study explores how marketing strategies (MS), specifically influencer partnerships, emotional messaging, user-generated content (UGC), and peer influence (PI), contribute to RT and consequently shape consumer purchasing behaviors (CPB) among Filipino Gen Z consumers. Utilizing a quantitative causal research design, data from 106 Filipino Gen Z TikTok users were collected via surveys and analyzed using SmartPLS and Jamovi.

The findings indicate that MS significantly influences RT, motivating emotional-driven purchases, whereas PI does not show significant effects. Moreover, RT significantly impacts actual CPB, underscoring its relevance as a mood-regulating consumer activity. However, TikTok neither significantly nor moderates the relationship between RT and CPB. These outcomes suggest that while TikTok effectively enhances brand visibility and consumer engagement, it serves primarily as a discovery tool rather than an immediate facilitator of impulse buying.

This study contributes to the existing literature by addressing gaps related to RT within the Philippine context. It provides practical insights for marketers and businesses aiming to leverage emotional MS ethically for mindful consumer engagement.

JGB 1966

“Fear of Missing Out and Purchasing Decision of Generation Z”

Rimark D. Camulo, Catty G. Bernas, Loisa Jane D. Perando, Leneth Joy A. Namias, Lee Jheniel C. Penion / Read Full Paper

Abstract

This chapter describes and discusses the background of the study, objectives, theoretical framework, scope and limitation of the study, significance of the study, and the definition of terms. Researchers conducted this study to help the audience understand the fear of missing out because it is mostly mis understood by others and for them to know if they feel fear of missing out during purchasing decisions. Through this research, researchers also want to spread awareness to the audience of their actions during their buying decisions.

JGB 1967

“Dental Marketing: A Consumer Behavior Study of Private Dental Care Providers In Quezon City, Philippines”

Angelica Caudal, Julia Catalina Herrera, Hannah Millenne Pagaduan / Read Full Paper

Keywords

Dental marketing, Healthcare marketing, Consumer behavior, Digital marketing

Abstract

Marketing knowledge is almost as important as clinical expertise for a dental practice to succeed. However, many dentists have a limited understanding of healthcare marketing and the consumer decision-making process for dental services, often equating marketing with advertising. This study examines healthcare marketing by identifying key factors that influence how prospective patients in Quezon City search for, assess, and ultimately select a dentist. By analyzing consumer preferences, the research aims to offer practical insights that can help dental professionals refine their marketing strategies. Data is being gathered through a structured online survey targeting Quezon City residents aged 18 and above. The findings will shed light on the most important considerations for consumers when choosing a dental provider, which will be discussed in the subsequent sections.

JGB 1968

“From Consideration to Commitment: Unpacking Young Professionals’ (YUPs’) Decision to Enroll in DLSU’s Graduate Marketing Programs”

Luke C. Ebora, Althea Bernice S. Frondoso, Tisha Alexandra O. Garong, Nelson B. Guillen Jr., Lane Ashley S. Loyola, Jiannah Beatrice T. Perez, Denise Claire L. Saw, Joseph F. Tanchuling, Hannah Grace G. Teng, Vanika Tracy C. Woo / Read Full Paper

Keywords

Young Urban Professionals (YUPs), Graduate Education, Marketing Programs, Higher Education, Enrollment Decision

Abstract

This study investigated the factors influencing young urban professionals' (YUPs) decisions to pursue a master's degree in marketing, focusing on De La Salle University Manila's (DLSU) MSM and MMC programs. A quantitative survey examined motivations, barriers, decision-making processes, and perceptions of graduate marketing education. Findings revealed that career advancement (44.8%) and personal growth (34.5%) were key motivators, while financial constraints and time management posed significant challenges. Additionally, 44.8% of respondents were unaware of DLSU's marketing master's programs, highlighting a need for improved visibility.

The study also explored the journey YUPs undergo when selecting advanced marketing education — balancing practical concerns such as but not limited to program duration and application timelines with aspirational goals. Their decisions involve evaluating program reputation, faculty expertise, networking opportunities, and alignment with industry needs. To address gaps, the study recommends flexible learning formats, financial aid, targeted promotion, and the integration of AI and digital transformation to ensure relevance in a competitive job market.

JGB 1969

“Performance of Tourism Sector in the Philippines: Basis for Developing a Strategic Tourism Framework”

Dr. Daisy H. Estrada & Dr. Antonio Errol B. Ybanez Jr. / Read Full Paper

Keywords

Tourism, Philippine Tourism, Strategic Framework

Abstract

The study focuses on assessing the performance of tourism sectors, specifically accommodation, attraction, recreation, and transportation, in the Philippines, as well as national tourism indicators, namely accessibility, pricing, service quality, facilities, and capacity.

                    The study compares and contrasts the status of the tourism sector's performances in the light of different stakeholders to identify key factors that will contribute to a sustainable tourism framework. In the final analysis, the research proponent intends to craft a strategic national tourism framework that is organized and developed according to a strategy constructed on sound foundations, considering the coordination of the tourism sectors.

                    Finally, tourism should be considered a vital cog for economic progress, job creation, capacity building, and poverty reduction, intending to improve the Philippine tourism system.

JGB 1971

“AI-Powered Virtual Shopping: Transforming Consumer Experience of Multi-Rich Home Décor”

Bucas, Jafet, Henera, Richmond Miranda, Rafael Eduardo Miguel / Read Full Paper

Keywords

Artificial Intelligence, Virtual Shopping, Home FinishingIindustry, Home Décor Retail, Consumer Experience, Virtual Reality, Personalized Shopping, Digital Transformation

Abstract

Artificial Intelligence (AI) is revolutionizing the home décor retail industry by enabling immersive, interactive, and highly personalized virtual shopping experiences.  As AI-driven technologies continue to reshape marketing strategies and consumer engagement, businesses can leverage their capabilities to enhance advertising, improve user satisfaction, streamline the purchasing process, and create a seamless, data-driven shopping experience.

Multi-Rich Home Decors Inc., a leading player in the Philippine home finishing market, seeks to explore the transformative impact of AI-powered virtual shopping on consumer behavior.  This study examines how AI-driven innovations enhance customer engagement and experience, optimize decision–making, and influence purchasing behavior for home décor products.  By utilizing virtual assistants and recommendation systems, this research highlights the growing role of AI in reshaping the shopping experience.

To further assess consumer perceptions, researchers conducted a Focus Group Discussion (FGD) approach with 15 participants and are currently gathering insights on the adoption and influence of AI-powered shopping.  As consumers increasingly embrace these innovations, AI is poised to redefine the future of home décor retail, bridging the gap between physical and digital shopping while enhancing greater efficiency and engagement in the industry.

JGB 1973

“Building Consumer Trust in Neo-Banking: The Impact of Marketing on the Adoption of Digital-Only Banks in the Philippines”

Nelson B. Guillen Jr., Je June Lee, Christian D. Tan., Arabella Ang, Tricia Ani, Arianne / Read Full Paper

Keywords

Neo-banking, digital banking adoption, consumer trust, Technology Acceptance Model, emerging markets, Philippines

Abstract

With 34.3 million Filipinos remaining unbanked, neo-banks present significant opportunities for financial inclusion through digital-only banking services. However, adoption remains limited due to trust concerns regarding data security, regulatory compliance, and the absence of physical branches. This study investigates how marketing strategies influence consumer trust and adoption intentions toward neo-banks among Filipino consumers aged 18-45. Using an Extended Technology Acceptance Model (TAM), we examined four key factors: Perceived Usefulness, Perceived Ease of Use, Trust, and Social Influence. A quantitative survey of 107 Filipino respondents was analyzed using structural equation modeling (SEM) via SMART-PLS to test hypothesized relationships between these constructs and behavioral intention to adopt neo-banking services.

Results reveal that all four factors significantly predict adoption intention, with Trust (β = 0.397, p < 0.001) and Social Influence (β = 0.325, p < 0.001) emerging as the strongest predictors. Perceived Usefulness (β = 0.197, p = 0.002) and Perceived Ease of Use (β = 0.239, p = 0.002) demonstrated weaker but significant effects. These findings suggest that Filipino consumers prioritize psychological and social factors over technological convenience when adopting digital banking services. The study contributes to technology adoption literature by highlighting the primacy of trust-building and social validation in emerging market contexts. Practical implications suggest neo-banks should prioritize transparent communication, regulatory compliance messaging, and influencer marketing over purely functional benefits. These insights extend beyond the Philippines, offering valuable guidance for digital banking adoption strategies in other developing markets with similar cultural and economic characteristics.