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Facebook Group Engagement, Brand Preference, and Brand Community: A Moderated Mediation Analysis of Smartphones

Nelson B. Guillen Jr. / Read Full Journal

KEYWORDS

Facebook group engagement, Brand preference, Brand community, Millennials, Structural Equation Modeling

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The Self-Driving Vehicle and the Need to Innovate Philippine Consumer Protection Laws and other Policy Considerations

Atty. Jan Raphael Salud and Hannah Louise Lee / Read Full Journal

Keywords

Digital Technologies, Self-Driving Vehicle, Consumer Laws, Road Traffic, Manufacturer’s Liability

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Academic Entrepreneurship of Mindanao State University-Iligan Institute of Technology: Determinants and Mediating Effects of Entrepreneurial Intention Antecedents

Marlo Novino / Read Full Journal

Keywords

Philippine academic entrepreneurship, Entrepreneurial intention, Theory of planned behavior, Entrepreneurial antecedents mediating effects

Abstract

Universities have evolved to meet the robust demand of the knowledge-based society thereby paving the emergence of the university’s third mission, particularly academic entrepreneurship. In the Philippines, studies in this research field have been very limited. Following the Theory of Planned Behavior (TPB), personal and contextual antecedents were identified together with TPB’s main determinants of subjective norms (SN), entrepreneurial attitude (EA) and perceived control (PC) to measure the level of entrepreneurial intention (EI) among faculty and staff of Mindanao State University-Iligan Institute of Technology (MSU-IIT). Using a descriptive and quantitative approach, particularly a GLM mediated regression analysis, a survey was conducted among 276 respondents of MSU-IIT. Results showed that entrepreneurial attitude and perceived control in this manner were the main determinants of entrepreneurial intention while subjective norms failed to predict EI.  Entrepreneurial attitude fully mediates the relationship between personal antecedents and EI. Similarly, the entrepreneurial environment fully mediates the relationship between contextual antecedents and EI while entrepreneurial training predicted EI alone and not as an antecedent of PC; meanwhile, the prior business experience did not elicit significant relationship with EI even when mediated by perceived control. Moreover, ethnicity moderates the effect of personal antecedents towards entrepreneurial intention thereby opening future researches regarding the effects of ethnicity and other Filipino entrepreneurial attitudes to localize the understanding of entrepreneurial intention in the Philippine academic setting.

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Mindfulness and Well-being: An Explorative Study on Faculty Members of the Ramon V. del Rosario College of Business

Miguel Paolo Paredes / Read Full Journal

Keywords

Mindfulness, Workplace well-being, Trait-based individual mindfulness

Abstract

Workplace well-being is strongly linked to productivity and performance and thus, organizations need to consider strategies in fostering the former. This paper seeks to explore the relationship of mindfulness levels of employees and workplace well-being. Trait-based individual mindfulness (TBIM) was scored using the Mindfulness Attention Awareness Scale (MAAS). Workplace well-being was scored using the Job-related Affective Well-being Scale (JAWS). It was found that respondents had above average levels of TBIM as well as above average levels of job-related affective well-being (JRAW). Results yielded that TBIM and JRAW were moderately correlated and was not significant. These open new avenues associated to the re-assessment of constructs and measurement which may result in better strategies for further research. While relatively still at its infancy, this study may serve as basis for a rationale for DLSU to conduct further investigation in regards to the place of mindfulness and workplace well-being in the management of human resources.

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We-commerce: A Study on Filipino Consumers Trading in a Social Context through Online Closed Community Groups (CCGs)

Chiara Marie R. Jordan and Kristina Pauline B. Obra / Read Full Journal

Keywords

E-commerce, Online Closed Community Groups, Retail, Social Media, Online Shopping

Abstract

With the rise of e-commerce, much innovation has taken place in various forms, be it the retailer websites, brand websites, or online shopping applications wherein the bulk of online trading transpires. However, it should be recognized that consumers may place value on other factors of which one or more of the aforementioned may or may not fall short on delivering, such as better deals or better trading terms. Thus, nothing is stopping consumers to still pursue online trading outside of these main platforms.

An emerging form of online trading, nonetheless, is ‘Online Closed Community Groups’ (CCGs). Such seems to have affected the purchase behavior of particular groups of consumers and it is of the researchers’ interest to explore another e-commerce alternative that uniquely utilizes social media groups as marketplaces. Because dynamics may differ with other forms of e-commerce with trust, value, and prior online shopping or selling experience as potentially relevant factors, this study extends the Decomposed Theory of Planned Behavior (DTPB) by Taylor and Todd and explores the extent of the influence of its constructs to the behavioral intention of Filipinos in buying or selling in Online CCGs.

373 respondents from the representative sample coming from Ateneo De Manila University (ADMU) and De La Salle University (DLSU) Online CCGs were surveyed online. Using SMART PLS for data analysis, statistical results show that the Perceived Usefulness and Ease of Use, Perceived Trust, Perceived Value, Compatibility, Interpersonal Influence, External Influence, Self-efficacy, Facilitating Conditions, Attitude, Subjective Norm, and Perceived Behavioral Control have a positive effect on the behavioral intention to transact in online CCGs (with p-values < 0.05). Of these, Attitude is the most positively correlated with Intention. Furthermore, Perceived Trust (PT) is the most positively correlated with Attitude along with Compatibility (C), followed by Perceived Value (PV). On the theoretical contributions (PT and PV), findings suggest that even this online trading form without formal e-commerce infrastructure and security layers may thrive because trust in the particular community is present. As for value, supplementary findings contextualize that most respondents were buyers, and social feedback indicates that value gained may be monetary (bargains, the lower overall cost for acquiring an item) or not (ability to acquire an item only in the CCG). Meanwhile, the Frequency of Prior E-commerce Experience has no moderating effect on the relationship between Attitude and Intention, and this suggests that trial of this trading form may not be dependent on prior use of other e-commerce forms thus, hopefully making it worthy of further study.

Moreover, this study may serve as an eye-opener for online retailers and Marketers that consumers in the Philippines can adapt to other retailing formats that do differ with what brands are used to, such as brand websites, retailer websites, and online shopping websites. May this be due to the country’s culture or heavy usage of social media, the social dimension of Online CCGs plays a big part concerning the researchers’ interest in pursuing this study. Globally, the dynamics and value-adding benefits of online community groups are just as worth exploring for brands especially those that wish to thrive, innovate, and trail blaze within a social target market. Equally, social media platforms may also find the results of this study of value as a starting point towards developing, rolling out, and testing relevant online shopping features.

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Factors Affecting the Employee Performance in the Port Industry in the Philippines

Patrick Hariramani, Kelvin John Hou, Ramona Gabrielle Oca, Eivan Philip San Luis, and Carl Matthew Sua / Read Full Journal

Keywords

Job satisfaction. Leadership style, Working environment, Employee productivity, Regression

Abstract

The Philippines, despite the dampening global demand due to the trade war between China and the United States, is still persevering as one of the fastest-growing economies in Asia. One of the largest contributors to the Philippine Gross Domestic Product (GDP) is exports and imports. Asian Terminal Incorporated, the port operator of the South Harbor of Manila handles all the imports and exports of the country that are vital to the Philippines’ bustling economy. This study focused on the employees of the South harbor of Manila as they are the ones directly handling all the imports and exports. To make sure they can continuously work efficiently, this study determined the impact of job satisfaction, leadership styles, and working environment on the employee productivity of workers in the South Harbor of Manila. The study made use of a mixed-method explanatory/causal and descriptive research where the researchers generated a survey that was conducted on the 294 employees of the operations department. Results of the regression model show that Job Satisfaction, Leadership Style, and Workplace Environment are indeed significant to Employee Productivity. Despite this, Workplace Environment’s significance is noticeably low although still providing positive impacts on the company as well. The researchers recommended to provide programs where employees can be recognized, and the management-employee relationship can be further strengthened. This study may be used by future researchers and by academes where this can be supplementary to future studies and enable a more thorough understanding of an employee’s capability.

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Extent of Applicability of Inclusive Marketing Communication Strategies

Katrina Ysabel Garcia, Tiffany Claire Pena, Shanel Jeanette Salcedo, and Joseph Emil Santos / Read Full Journal

Keywords

Inclusive marketing, Diversity, Social inclusion, Emerging market, Multi-ethnic

Abstract

Using an inductive approach, this exploratory research aims to understand the adaptability of inclusive marketing in the emerging market of the Philippines. There is a lack of literature regarding the subject matter of inclusive marketing in the Philippines, and this research aims to pioneer an understanding of inclusive marketing in the Philippines. Inclusive marketing adapts from the multi-ethnic marketing communications approach that aims to target different ethnic minorities and social groups through cultural representation in advertising. This study gauges the perception and possible effectiveness of inclusive marketing in an environment that is relatively new to it, by adapting the Theoretical Model of Inclusive Marketing by Licsandru & Cui (2018) which describes ethnic marketing effectiveness and subjective social inclusion and self-congruity. The methodology used in this study was the incorporation of both qualitative and quantitative methods in order to gather insights through the focus group discussions and confirm the data gathered through survey questionnaires disseminated to the respondents. Results show that a marketing campaign has lesser chances to become a success if marketers will use a single strategy in a country with a diverse set of cultures. Furthermore, the inclusion of representatives from ethnic minorities and having a wider age range of respondents in the data gathering activity must be considered in order to generate a deeper understanding of adaptability to inclusive marketing strategies. 

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Exploring the Decline of the Marikina Shoe Industry using a System Dynamics Model

Jose Edgar Mutuc / Read Full Journal

Keywords

Marikina shoe industry, Effects on sustainability, Globalization

Abstract

It has been argued in recent years that globalization and trade liberalization has had negative effects on the sustainability of local industries. Within this context and industrial dynamics, this study focuses on the decline of the Marikina shoe industry. A System Dynamics simulation model is built to explore and examine the feedback loops that caused the decline. The results showed that business profitability is the central feedback loop that reinforces the declining trend. Finally, the study tests the two measures - promotion and marketing projects and industry impact projects- that have been initiated by the Marikina Shoe Industry Development Office (MASIDO) to revive and support the industry. The resulting simulation suggests the key to competing with the Chinese products is through control of costs and the improvement in quality. Finally, implementing training as an industry impact project alone led to more improvement in the decline of firms than marketing activities alone. However, by implementing the two measures simultaneously, the declining trend slowed down. But the trend was reversed only when a higher impact from both training and marketing was tested.

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Influence of Institutional Quality, Labor and Infrastructure Development on Foreign Direct Investments: Evidence from Asia and the Pacific Region

Liberty S. Patiu Ph.D. & Vivian Y. Eleazar, MS / Read Full Journal

keywords

Institutional quality, labor, infrastructure, Asia and the Pacific Region

Abstract

Asia and the Pacific Region had become one of the most popular destinations or a host of foreign direct investments among multinational firms from different economies worldwide. Researches indicate that it facilitates providing sustainable economic growth. Large disparities in the levels of development of these economies in the region, existing business climate, and other institutional frameworks served as roadblocks for FDI to flourish.

     The study aims to determine the impact of institutional quality, labor, and infrastructure on FDI Inflows in Asia and the Pacific Region for the period 2002-2015. A panel data regression model was utilized, using the aggregate dataset from the World Bank database to examine the nature and extent of the impact of institutional quality, labor and infrastructure development on FDI inflows relationship between the dependent and independent variables before and after the Global Financial Crisis. It was found that voice & accountability and the provision of better communication infrastructure through a country’s mobile cellular subscription have a negative and significant effect on the inward direct investments in the region before the global financial crisis. On the other hand, regulatory quality and voice, and accountability proved to have a significant impact on FDI inflows after the crisis. This only shows that investors view the importance of the institutional underpinnings on how they make an investment decision. This provides pertinent policy implications among economies in the promotion of greater foreign direct investments into and within the region through the provision of a conducive environment and infrastructure development to attract long-term investments.

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Trademark, Copyright, and E-commerce: A Study on how Intellectual Property Laws on Trademark and Copyright can Protect Electronic Commerce

Atty. John Evan Miguel / Read Full Journal

Keywords

Intellectual Property, Trademark, Copyright, Digital Marketing, Electronic Commerce

Abstract

This study aims to discuss how Intellectual Property laws on Trademark and Copyright affect electronic business transactions, digital marketing campaigns, and strategies that can be implemented by companies.

In the advent of the digital economy, business analytics, artificial intelligence, and the internet of things; products and services can now be exchanged with decreased barriers. The free flow of information, goods, and services between nations may increase the number of counterfeit goods that are sold in the market.

 The difference between a trademark and copyright was defined by the Honorable Supreme Court in the case of Elidad C. Kho vs. Court of Appeals, G.R. No. 115758. March 19, 2002, that states to wit:

“Trademark, copyright, and patents are different intellectual property rights that cannot be interchanged with one another.

A trademark is any visible sign capable of distinguishing the goods (trademark) or services (service mark) of an enterprise and shall include a stamped or marked container of goods. In relation thereto, a trading name means the name or designation identifying or distinguishing an enterprise.

Meanwhile, the scope of copyright is confined to literary and artistic works which are original intellectual creations in the literary and artistic domain protected from the moment of their creation.”

The study conducted by Elrod (2017) states that a trademark is helpful to safeguard the brand from absolute imitations. The study stated that trademark enforcement can help the consumers determine products in the market and truthfully recognizing the producer of a particular good or product. Sanitnarathorn (2019) states in a study that the micro size of the MP3 digital file allowed an extensive person-to-person file distribution of songs that were converted from CDs, something which was almost technically impossible in the previous technological infrastructure available.

Thus, this paper will discuss the legal protections that businesses may use in E-commerce business transactions.

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Shariah-Compliant Stocks in the Philippines: Predicting Performance using Logistic Regression

Bai Charity Pandita / Read Full Journal

Keywords

Stock performance, financial ratios, Shariah-compliant stocks, Logistic regression

Abstract

It is common for investors to shift their interests from high risk, high return financial securities to low-risk investments, especially during periods of economic uncertainties. One of the options that have enticed equity investors around the world was Shariah-compliant stocks. These stocks were deemed less risky than conventional stocks partly due to their subscription to the Islamic laws of doing business that discourages excessive risks and profits. In the Philippines, it was only in 2014 when publicly-listed stocks were certified as Shariah-compliant. This study aimed to determine the goodness-of-fit, accuracy rate, and impact of five (5) financial ratios in predicting the stock performance of the top 30 Shariah-compliant stocks in the Philippines based on market capitalization. The ratios used were Earnings per Share (EPS), Book Value per Share (BVPS), Price to Book Value (PBV), Price to Earnings (PE), and Price to Sales (PS). Both descriptive and quantitative methods were utilized. Stock returns were initially classified into binary variables of “good” stock and “poor” stock. Using binary logistic regression, this study resulted in an accuracy level of 60.6%. Compared to previous research, the results showed little indication of goodness of fit despite a high accuracy rate. This may be attributed to the difference in the financial ratios and sectors used. The individual impact of the independent variables toward the dependent variable was also not significantly similar to other studies. For this reason, the researcher recommended for future studies to increase sample size and financial ratios, using macroeconomic variables and use hybrid statistical methods to test the model.

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Determining the Influence of Consumers’ Level of Involvement on Communication Message Strategies that Affect the Consumers’ Purchase Involvement in Beauty & Personal Wellness Services

Eva Buenviaje & Melanie Thea Macarat / Read Full Journal

Keywords

Consumers’ Level of Involvement, Cognition-Affective-Conative, Message Strategies, Purchase Involvement, Integrated Marketing Communications

Abstract

One of the industries that COVID-19 has gravely affected is Beauty & Personal Wellness Services. The purpose of this study is to assess the relevance and determine the influence of consumers’ level of involvement on communication message strategies that affect the consumers’ purchase involvement during COVID-19.

The researchers implied three published journals as guidelines to intercorrelate the relationship and determine the undefined side of the three studies. Firstly, the questionnaire handed out to the respondents was designed according to Purchasing Involvement Scale (Slama & Tashchian, 1985) wherein a published journal also existed that identified the socioeconomic factor as the independent variable which influenced a consumer’s purchase involvement. Secondly, the researchers relied on Ray et al. (1973) published a journal entitled Marketing Communications and Hierarchy-of-Effects where it displayed consumer involvement hierarchies namely High Involvement Hierarchy and Low Involvement Hierarchy (Krugman, 1965; Kandemir & Pirtini, 2019). Lastly, to fully complete the idea, the researchers applied marketing communication message strategies that are supported by the Three-Orders Hierarchy Model in helping marketers clarify their objectives in creating a marketing communication campaign. The study used factor analysis to determine the consistency and the reliability of the Three-Orders Hierarchy Model to Purchasing Involvement questions, then regression analysis was subsequently used to determine the significance of the Three-Orders Hierarchy Model to both types of involvement of a consumer and to purchase involvement. 

The data results identified “Cognition” as the only variable that has a significant relationship to both high and low involvement type of consumers that significantly affects the consumers purchasing involvement (p ≤ 0.05). Hence, a suggestion on implying informative and rational advertisements in increasing the purchase involvement for both high and low involvement type of consumers. 

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Factors Influencing Young Filipino Consumer Choice Behavior towards Green Products

Maylene Songcuan & Ma. Shielah Asong / Read Full Journal

Keywords

Green products, green consumption, theory of consumption values, consumer choice behavior, environmental awareness

Abstract

This research evaluated the factors that influence consumer choice behavior towards green products among Young Filipino consumers through the theory of consumption values.  Multiple linear regression analysis showed that emotional, conditional, and epistemic values positively influenced the respondent’s choice behavior regarding green products. On the contrary, functional and social values do not positively influence young Filipino choice behavior towards green products. Based on one-way ANOVA results, respondents with high environmental concerns link green products with higher functional, social, emotional, conditional, and epistemic values. Therefore, they are more likely to choose green than those who have low concern for the environment. The study also found that willingness to pay a premium price does not moderate the relationship between the five dimensions of consumption values and choice behavior. The study suggested that green consumption success relies on the collaboration between the government and all related sectors of green businesses, educating consumers about green products and their benefits, and the role of manufacturing companies in enhancing the environmental-friendliness of their products.