E-Journals V14-I1 — ATIFTAP - Association of Training Institutions for Foreign Trade in Asia and the Pacific

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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 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 and 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 and 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, and 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 and 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, and 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

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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

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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

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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

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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

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JGB 1946

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JGB 1947

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JGB 1948

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JGB 1949

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JGB 1950

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JGB 1953

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JGB 1954

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JGB 1955

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JGB 1957

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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

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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

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JGB 1966

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JGB 1967

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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.