JGB 19205

“The Role of Employee Engagement and Intention to Stay: Evidence from Business Process Outsourcing Company Employees in Quezon City”

Justine V. Artienda, Emmanuel P. Cuntapay, Ritchel M. Valencia, Jayvie O, Guballo / Read Full Paper

Keywords

Employee Engagement, Intention to Stay, Emotional Engagement, Behavioral Engagement, Cognitive Engagement, Supportive Work Environment

Abstract

This study examined the role of employee engagement in influencing the intention to stay among Business Process Outsourcing (BPO) employees in Quezon City, this study focuses on the correlation between employee engagement (emotional, behavioral, cognitive engagement, and supportive work environment) and intention to stay. This study applied quantitative—correlational research design to determine the relationship between the employee engagement and intention to stay. Non-probability was applied due to no defined population of BPO employees in Quezon City and convenience sampling were utilized for collecting data. A total of 306 participants were surveyed to evaluate their level of employee engagement and its impact on their intention to remain with their organizations. The study findings revealed a significant correlation between employee engagement in terms of emotional, behavioral, cognitive engagement, and supportive work environment—and the intention to stay of BPO employees in Quezon City. In statistical results, the Supportive Work Environment is the highest-rated factor that influences the intention to stay when compared to emotional, behavioral, and cognitive engagement. By applying the results of this study, the Human Resource Department (HR) may utilize the strategies to improve values-aligned corporate environment, employee recognition, and the positive work environment. Promoting diversity and inclusion, continuous feedback mechanisms, and well-being initiatives can further contribute to the motivation of the employees to remain in their organization.

JGB 19206

“A Productivity Analysis of Smart Office Users: Evidence from Business Process Outsourcing Employees in Quezon' City”

Marjun G. Teves, Denezia P. Siason, Deived John E. Bernal, & Jayvie O. Guballo / Read Full Paper

Keywords

Productivity Analysis, SMART Office, BPO Employees, Quezon City

Abstract

This study explores the impact of smart office tools on employee productivity, focusing on four key dimensions: comfort, health, safety and security, and technology usability. A descriptive research design was employed, utilizing a survey questionnaire that gathered data from 372 respondents working in a smart office setting. The findings reveal that the smart office tools significantly enhance productivity, with respondents reporting high levels of satisfaction across all dimensions. Comfort received a grand mean of 4.39, health 4.41, safety and security 4.66, and technology usability 4.59. Key highlights include the effective management of noise levels and ergonomic design for comfort, the promotion of physical health through ergonomic tools, the assurance of safety through advanced security systems, and the seamless integration of user-friendly technologies that streamline work processes. Additionally, the study found no significant differences in productivity levels when grouped by sex and civil status. However, significant differences were observed in technology usability based on age, in comfort based on educational attainment, and in comfort, health, safety, and technology based on job position. These findings suggest that while smart office tools generally enhance productivity, certain factors such as age, educational attainment, and job role may influence how employees experience and benefit from these smart tools.

JGB 19207

“Mentor Awareness and Skills Acquisition Levels Among Office Administration Internship Students”

Bation, Jerry Mae I., Estanislao, Janna E., Sta Ana, Jiann Paulo L., Tagayon, Jeline Kate E., & Guballo, Jayvie O. / Read Full Paper

Abstract

This study aims to assess the relationship between the level of awareness of the mentors and the level of skill acquisition of the Bachelor of Science in Office Administration students in the internship program. This study is specifically aimed at gathering information from Rizal Technological University fourth-year Office Administration students enrolled for the academic year 2024-2025 and their mentors during the internship. A total of 360 participants were selected, consisting of 180 students and 180 mentors. This study applied the simple random sampling technique, which falls under probability sampling. The findings of this study revealed that there is an insignificant and very weak relationship between the level of awareness of the mentor and the level of skills acquired by fourth-year Office Administration students in their internship program. The study indicates that just being aware of a mentor lacks significant impact on interns' skill development during the internship. Therefore, internship programs must incorporate targeted training and structured mentoring strategies that effectively support improving students' skill development and hands-on learning experiences, rather than just increasing mentor awareness. The researchers recommend establishing internship programs that give students opportunities to acquire experience in a variety of areas of departments or roles within a company. This exposure is meant to improve their flexibility and practical competencies and help students make better decisions about their future professional and career goals.

JGB 19208

“The Role of TikTok Short Form Video Influencers Content on Students’ Intention to Purchase: Evidence from Office Administration Students of Rizal Technological University”

Rica May M. Llandelar, Rizza May M. Llandelar, Alliach Mae H. Margallo, & Jayvie O. Guballo / Read Full Paper

Keywords

Purchase Intention, TikTok, Short Form Video, Influencer, Maslow’s Theory

Abstract

The aim of this study is to assess students’ purchase intentions through their level of exposure to TikTok influencers’ short-form videos using Maslow’s hierarchy of needs. It also analyses the frequency of the common products they see in TikTok short-form videos. Additionally, it aims to contribute to the existing literature on purchase intentions and the impact of TikTok influencers’ short-form videos. This study utilized the simple random sampling technique as a probability sampling method. The findings revealed that the majority of our respondents are female and aged 21 years old and above. The majority of them state being “always” exposed to TikTok influencer short-form video advertisements, particularly on “fashion and accessories” and “beauty skin care” products. In addition, they are “likely” to purchase a product if it aligns with their psychological, belonging, love, esteem, and self-actualization needs. In terms of safety needs, students are “most likely” to purchase a product if the TikTok influencer displays an FDA approval or certificate. When grouped by age and gender, the students report “insignificant” differences in their purchase intentions, indicating that they share similar thoughts and feelings when making a purchase. Moreover, this study recommends the development of a clearer and more concise questionnaire, given that the study revealed insignificant findings. Furthermore, it would be beneficial to conduct additional research on evaluating the consumer purchase intentions using Maslow’s hierarchy of needs, encompassing a wider range of adult populations. Additionally, they may also be tracking the actual behavior of the students.

JGB 19209

“AI-Powered Platform Recruitment in Talent Acquisition and Employee Job Performance: Evidence from BPO Companies”

Jinkee J. Jaramilla & Jayvie O, Guballo / Read Full Paper

Keywords

AI-Powered Platform, Recruitment, Selection, Job Performance, Talent Acquisition

Abstract

The objective of this study is to explore the role of "AI powered platforms" and highlight the impact of AI platforms in terms of recruitment and talent acquisition.  Also, the relationship between the experience of respondent through the AI powered platform and utilization of AI powered platform in talent acquisition and job performance. The specific goal of this study is to gather data and information from hiring employee known as human resources department in different BPO companies residing in Makati City. The researcher gathered data through the non-probability format utilizing the purposive sampling technique and gathered 306 respondents in Makati City.  The researcher assessed the participants by conducting both of online and face-to-face survey. Through this, the study determines the familiarization of respondents among few AI platform tools here in the Philippines, and some of them resulted with ‘somehow familiar' to classified AI platform. Consequently, the findings revealed the significant relationship of AI – powered platform recruitment in talent acquisition and employee job performance. It aforementioned the involvement and utilization of AI in terms of their productivity and work quality inside the organization. Also, with the employment of AI platforms aids it highlights the faster analyzation of candidate’s information conveying the responsibility of transparency and fair judgment.  Hence, the study suggested to increase the susceptibility of AI platforms in recruitment and selecting candidates to become familiarize and conscious with its utilization. Overall, it comprehends to attain facile, efficiency, and effective recruitments processes among human resources department in Business Process Outsourcing (BPO) companies.

JGB 19210

“Organizational Commitment and Employee Satisfaction: A Case of Legal Support Personnel in Taguig City”

Joyce Anne A. Calesa, Joana M. Espinal, Jasmine Joy S. Samarita, & Jayvie O. Guballo / Read Full Paper

Keywords

Organizational Commitment, Employee Satisfaction, Legal Support Personnel

Abstract

This study examined the relationship between organizational commitment and employee satisfaction among 272 legal support personnel in Taguig City. Specifically, it explored the levels of affective, continuance, and normative commitment among employees and how these relate to various aspects of employee satisfaction, including pay, co-worker relationships and the nature of the work itself. The findings revealed that all three types of organizational commitment—affective, continuance, and normative—showed significant positive correlations with employee satisfaction. Affective commitment consistently showed a very weak to moderate relationship, while continuance and normative commitment demonstrated weak to moderate correlations across various dimensions of employee satisfaction. Among the three, normative commitment showed the highest correlation, particularly in terms of employees’ satisfaction with their work itself. With this, while employees already show a strong emotional attachment to the law firm, it is recommended that the firm may adopt reflective meetings and mentorship programs to sustain and reinforce this commitment. Such initiatives may help maintain a strong organizational culture and inspire continued pride and dedication to their role in the legal field.

JGB 19211

“Evaluating the Service Quality of Self-Service Kiosks in 7-Eleven Mandaluyong City: Evidence from CLiQQ Users”

Michelle N. Gultiano, Randolph L. Rempillo, Angel Kenneth R. Tadaya, Mariann S. Timbal & Jayvie O. Guballo / Read Full Paper

Keywords

Self-Service Kiosk, SERVQUAL, CLIQQ Users, Mandaluyong City

Abstract

This study assesses the quality of service provided by CLIQQ self-service kiosks at selected 7-Eleven stores in Mandaluyong City, employing the SERVQUAL framework. This study utilized the convenience sampling technique, which falls under the category of non-probability sampling methods. To assess the service quality of the Cliqq self-service kiosk, participants evaluated it using five critical dimensions: reliability, assurance, tangibles, empathy, and responsiveness. A total of 302 participants, all aged 21 and older, showed overall satisfaction in reliability, tangibles, empathy, and responsiveness; however, a significant gap was noted in the assurance aspect. To improve the user experience and promote increased utilization of the kiosks, the study suggests conducting in-store demonstrations, designing a more user- friendly interface, and performing regular maintenance. Consistent upkeep is crucial for maintaining efficient operations and building users' confidence in the CLIQQ Kiosk as a trustworthy transaction method. It is advisable to enhance the performance of the CLIQQ Kiosk, particularly during busy periods, to improve user satisfaction. Future studies might investigate different locations or evaluate CLIQQ alongside other comparable services to gain a deeper insight into user preferences and industry trends.

JGB 19215

“Social Media Exposure and Intention to Travel to Siargao Island, Philippines”

Francine Gwen L. Tomas, Paula Joyce M. Rivas, Joana Mae C. Mondelo, & Jayvie O. Guballo / Read Full Paper

Keywords

Social Media Exposure, Intention to Travel, Siargao Island, Influencer Endorsements, Sustainable Tourism

Abstract

This study examined the correlation between social media exposure and travel intention to Siargao Island among residents of Makati City. A total of 284 respondents were surveyed. Using a correlational approach, the study assessed how social media content, including advertisements, user-generated content, travel information, official tourism pages, and influencer endorsements, influenced travelers' attitudes, subjective norms, and perceived behavioral control regarding their intent to visit Siargao Island. The findings of the study revealed that there is a significant relationship between exposure to social media content and travel intentions. Exposure to influencer endorsements, user-generated content, and travel information content strongly influenced respondents' attitudes, subjective norms, and perceived behavioral control, highlighting the critical role of relatable and authentic content shared by peers and influencers. Conversely, advertisement and official tourism pages showed moderate influence, indicating an area for improvement. A key recommendation of this study is the development of an improved tourism blog and social media page that provides accurate travel guides, event updates, and promotions, supporting reliable travel planning and sustainable tourism for Siargao Island.

JGB 19216

“Data-Driven Approach in Forecasting of Medical Supply Shortages and Overstock: A Case Study of SLU-Sacred Heart Medical Center (SLU-SHMC)”

Josephine Dela Cruz, Riane Kenneth Gengania, Christopher Rey Nacar & Fidel Rusiana / Read Full Paper

Keywords

Inventory Management, Overstock, Supplies Shortages, Patterns, Trends, SDG 3

Abstract

Hospitals globally grapple with a devastating paradox: $15 billion in medical supplies expire annually from overstocking. At the same time, one-third of the world lacks basic medicines, a crisis hitting hardest in low-resource hospitals like SLU-SHMC. This study tackles this dual challenge through data-driven transformation, analyzing the trends and patterns within the five years (2020-2024) of admissions and supply data. Findings from 65,116 cases reveal critical patterns: working-age patients (50.63% aged 19-64) dominate admissions, with seasonal spikes in respiratory illnesses (18.7% winter), dengue (23% monsoon), and gastroenteritis (18% rains) driving demand amid systemic failures, 68% dengue test shortages during outbreaks and 22% antibiotic overstocking. Employing descriptive analytics and trend forecasting shows that even low-middle-income countries (LMIC) hospitals, continue to align their supplies with needs to achieve SDG 3 regardless of scarcity, ensuring no life is lost to preventable stockouts. This study proves that even resource-limited settings can harness data mining approach in building fair accessibility and healthcare systems, where life is saved and protected.  

JGB 19217

“Modeling Regime Shift in Regional Big-Eyed Scad (Selar Crumenophthalmus) Catches in the Selected Provinces in Mindanao Using a Multi-Bayesian Hidden Markov Framework”

Chloe R. Bernasol, Lei Ann M. Lucin, Rhea Nicolle G. Vasquez & Vicente Salvador Montaño / Read Full Paper

Keywords

Big-EyedScad, Bayesian Hidden Markov Model, Mindanao Fisheries, Structural Breaks, Posterior Inference

Abstract

This research explores structural regime changes in the fishery catches of Big-eyed Scad (Selar crumenophthalmus) in four provinces of Mindanao, Philippines, Davao del Sur, South Cotabato, Misamis Occidental, and Zamboanga del Norte spanning from 2003 to 2023. Utilizing a Multi-Region Bayesian Hidden Markov Model (MR-HMM), the study uncovers hidden state transitions that indicate unseen shifts in fishery productivity possibly influenced by environmental, ecological, or human activities. Using observed fish catch data, the model provides a probabilistic framework for predicting transitions between unobserved productivity states (low, moderate, and high) by capturing temporal relationships and spatial variation in catch behavior. The MR-HMM structure makes it possible to describe the fishery in each region as a separate but comparable time series, with latent states controlling emission distributions that are defined by Gaussian parameters unique to each region. Using Markov Chain Monte Carlo (MCMC) simulations, Bayesian inference is used. The Viterbi technique and posterior predictive checks were used to confirm model fit and reconstruct likely state sequences across time. The findings demonstrate varied regime dynamics, with fish catches increasing in areas such as Zamboanga del Norte and significantly declining in Misamis Occidental. Strong environmental influences on fishing regimes were shown by structural shifts, especially in years that corresponded to significant El Niño episodes (2009-2010 and 2014-2015). This study shows how well MR-HMM captures intricate temporal patterns in fishery systems and highlights how it might guide adaptive and region-specific fisheries governance in the face of changing marine ecosystems.

JGB 19218

“Factors Influencing the Preparedness of 4th Year BSA Students for Taking the Licensure Examination for Certified Public Accountants in the City of San Pedro, Laguna”

Michelle A. Lising, Ofelia G. Pante, Maree Dominique S. Solmarin, Jessel B. Tagalog / Read Full Paper

Keywords

Licensure Examination for Certified Public Accountants (LECPA), Academic Knowledge, Study Habits, Emotional and Mental Well-Being, Faculty Support, Curriculum Design, Review Resources

Abstract

This study examines the factors influencing the preparedness of 4th-year Bachelor of Science in Accountancy (BSA) students in San Pedro, Laguna, for the Licensure Examination for Certified Public Accountants (LECPA). Utilizing a descriptive quantitative approach, the research evaluates internal factors—academic knowledge, study habits, and emotional well-being—and external factors, including faculty support, curriculum design, and access to review resources. The findings indicate that study habits and review materials significantly impact preparedness, with many students relying on self-study due to financial constraints limiting their access to formal review centers. While faculty support and curriculum design contribute to student readiness, gaps in hands-on training, structured review programs, and practical application of concepts suggest the need for curriculum enhancements. Furthermore, emotional and mental well-being play a crucial role, as students experience high levels of stress, time management difficulties, and pressure due to the removal of the conditional status in licensure policies. The study underscores the necessity for educational institutions to provide stronger academic support, mental health resources, and financial assistance to improve student success rates. By addressing these factors, universities can better equip future CPAs with the necessary knowledge, skills, and resilience to excel in their licensure examinations and professional careers.

JGB 19219

“Assessing the Competency of Graduating Accountancy Students from Colleges in the City of San Pedro, Laguna in Softwares Commonly Used in the Accounting Industry”

Edilyn F. Cabaluan , John Vhert D. Remoquillo, Hersly Kim G. Maaño & Krizielle Danah E. Los Baños / Read Full Paper

Keywords

Accountancy, Graduating Accountancy Students, Accounting Software, Accounting Software Competency, Accounting Industry

Abstract

In the modern accounting profession, competency in accounting software is a crucial skill for graduating students. This study evaluates the knowledge, experience, understanding and familiarity of accountancy graduating students from colleges in the city of San Pedro, Laguna regarding accounting software used in the industry. The descriptive method of research was utilized through quantitative approach, and the stratified random sampling technique was used. One hundred twenty-five graduating accountancy students were the respondents of this study using an online and face-to-face survey as a research instrument. The research identifies the extent of students' competency with essential software tools, and examines factors influencing their competency, including academic exposure and practical experience. The findings highlight potential gaps in software competency and suggest areas for improvement to enhance students’ readiness for the workforce. This study contributes to the ongoing discussion on integrating technology-driven learning into accounting education, ensuring that graduates meet the evolving demands of the profession. Understanding students' software competency is crucial for ensuring they meet industry expectations and can seamlessly transition into professional roles. It also contributes to improving accounting education and better preparing graduates for technology workplaces.

JGB 19220

“The Role of Artificial Intelligence in Consumer’s Brand Preference for Philippine Banks”

Reinnite P. Madrid, MBA / Read Full Paper

Keywords

Artificial intelligence, brand experience, brand preference, repurchase intention

Abstract

This study investigated the influence of AI on brand experience, brand preference, and repurchase intention for Philippine banks. A questionnaire survey was conducted with 121 Generation Z respondents. The use of the stimulus-organism-response model (SOR) revealed that AI marketing initiatives of information and customization had a significant impact on brand experience.  Brand experience also mediated the relationship between AI marketing efforts and brand preference. Philippine commercial banks should develop AI marketing activities that complement their existing brand strategies for physical branches. For Gen Z, increased human engagement is necessary for them to continue using banking services as the level of interaction and accessibility did not have a major effect on their decision to repurchase such services.

JGB 19222

“The Mystery Behind the Box: How Pop Mart’s Storyless Collectibles Cultivate Fandom and Brand Loyalty in the Digital Age”

Jazlyn Grace O. Ong, Arabela Rein B. Garnace, Faith Nicole B. Pastor, Kurt Alexander M. Capuli, Manuel Carlos R. Florencio, Honesto Wilfrido M. Garcia, Ednalyn V. Hernandez, Maria Paula G. Mallari, Noel Sajid I. Murad / Read Full Paper

Keywords

Pop Mart, Consumer Behavior, Labubu, Blind Box, Collectible Toys

Abstract

In an era dominated by hyper-personalized consumer experiences, the rising popularity of blind boxes presents a paradox: why are people increasingly drawn to purchases where they have no control over the outcome? Pop Mart, a leading blind box brand, has turned uncertainty into success by leveraging scarcity, anticipation, and social hype to build deep emotional connections with consumers. Unlike traditional franchises with established media narratives, Pop Mart has developed a strong fan base despite its characters having no pre-existing stories. This study sought to understand how Pop Mart has successfully built an emotionally resonant character universe without traditional storytelling. It also explored how Filipino fandoms co-create meanings for Pop Mart’s characters in online communities. Using Participatory Culture Theory, Social Identity Theory, and Parasocial Interaction Theory, this study examined how fans construct character identities through digital engagement and user-generated content. An exploratory qualitative approach was employed using in-depth interviews with Filipino Pop Mart collectors, aged 18-28, in Metro Manila. Additionally, virtual ethnography was conducted to analyze interactions in Facebook groups dedicated to Pop Mart collecting. A thematic analysis uncovered the psychological and cultural dynamics that drive fan engagement. Findings reveal that Filipino Pop Mart fans are drawn to the figures' physical and social appeal, forming emotional bonds and engaging in parasocial relationships. Collectors actively shape fandom through social media, trading, and community support. Fan works deepen identity expression, thereby reinforcing loyalty. Despite external criticisms, fans defend repeat purchases as meaningful. Pop Mart thrives from emotional value, participatory culture, and strong brand connection, differing from the usual media narrative building. This study contributes to consumer behavior and communication research by analyzing how digital platforms, social media, and interactive branding shape modern fandoms. It also addresses ethical concerns in consumer culture, aligning with UN SDG 12.

JGB 19224

“Factors That Influence the Use and Willingness to Pay for iQiyi Live Streaming Platform Among Consumers in Xian City, Shanna XI Province”

Yi Xiang Shen / Read Full Paper

Keywords

IQyi live streaming platform, willingness to pay, content quality, technical performance

Abstract

This study focuses on the factors influencing the willingness of consumers in Xi'an, China to pay for the iQiyi streaming platform, aiming to provide empirical evidence for industry optimization strategies.  The study found that among the platform factors, content quality, pricing strategy and technical performance significantly affect user decisions, among which insufficient content diversity is the main shortcoming.  For consumers, , social influence and economic ability  have a prominent effect on willingness to pay, while users' perception of entertainment value shows differences among income groups. Findings of the study recommend that that iQiyi implement a tiered pricing strategy, strengthen the supply of localized content (such as dialect dramas and VR cultural documentaries), and optimize regional CDN(Content Delivery Network) nodes to improve technical stability.

Keywords:

JGB 19225

“Factors Affecting Purchase Intention of Life Insurance of Self-Employed in Bulacan: Moderating Role of Socio-Demographics”

Lhindy Claire C. Damian, Jana Isabella W. Dionisio, Chris Shane T. Mananghaya, Ma. Micka Angelica C. Santos, Rachell Airish C. Verde, Jerome C. Velasco, Carina B. David, and Jhon Carlo C. Serapio / Read Full Paper

Keywords

Life Insurance, Self-Employed Business Owners, Theory of Planned Behavior, Socio-Demographics, Purchasing Intention

Abstract

In the Philippines, life insurance is an underutilized financial product, especially for the self-employed, who lack benefits and have an unstable income compared to employed individuals. This research aims to examine the factors affecting the purchase intention of life insurance of self-employed individuals in Bulacan, using the Theory of Planned Behavior (TPB) framework. It focuses on the respondents’ perception towards life insurance, social influence, perceived behavioral control (PBC), and socio-demographics (age, sex, income, and number of dependents) as moderating variables. A quantitative, causal-explanatory research design was employed, with data collected from 202 self-employed respondents through online and printed surveys. Statistical tools used include percentage, weighted mean, standard deviation, multiple regression, F-test, and Pearson correlation. Result reveals that the components of TPB significantly affect the purchase intention of life insurance, with PBC as the strongest factor. Although socio-demographic variables were not statistically significant as moderators, they showed large effect sizes in multiple regression, indicating a meaningful practical influence on life insurance purchasing intention. This study contributes to behavioral finance by offering localized insights and practical implications for the beneficiaries of the study.

JGB 19226

“Impact of HM YouTube Related Content in Enhancing Student’s Self efficacy”

Masgong, Jenny Lyn D. & Badoya, Juvie Rose D. / Read Full Paper

Keywords

Self-efficacy, Hospitality Management, YouTube, Digital Learning, Hospitality Education

Abstract

The rapid evolution of digital platforms has transformed the educational landscape, with YouTube emerging as a significant resource for learning and knowledge dissemination. This study explores the influence of Hospitality Management (HM)-related content on YouTube on the self-efficacy of students enrolled at St. Therese–MTC Colleges, La Fiesta Site. Self-efficacy, based on Bandura’s (1997) theory of perceived capability, is a critical factor in determining an individual’s belief in their ability to achieve goals and perform tasks within a specific domain.

A quasi-experimental research design was employed, involving BSHM 2-1 and BSHM 3-1 students, who were selected through purposive sampling to ensure that participants had relevant academic backgrounds. The study spanned an academic year, during which students were exposed to curated YouTube content focused on hospitality topics. Pretest and posttest surveys were administered to measure their levels of confidence and perceived competence before and after exposure.

The primary research tool was a structured survey questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used to establish baseline self-efficacy levels. Inferential statistics, particularly paired sample t-tests, were used to determine if there were significant changes in self-efficacy scores and whether demographic factors such as age and sex had any influence.

Findings revealed a weak negative correlation between pretest and posttest scores (r = -0.25), with a non-significant p-value (p = 0.847). This suggests no statistically meaningful relationship between initial and final scores, indicating that other variables may have contributed to changes in student self-efficacy.

The study recommends further investigation into additional factors that may affect students’ confidence, such as instructional methods, learning environments, or individual motivation. Moreover, encouraging students to engage with a wider variety of hospitality-related YouTube content may enhance their learning experience and help build stronger professional self-confidence.

JGB 19227

“Redefining the Role of Educators: The Influence of AI Tools on Teaching Strategies”

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

Keywords

AI, educators, TPACK, teacher effectiveness

Abstract

This study examined the influence of AI tools in teaching strategies, the roles of educators, and instructional effectiveness under the lens of the Technological Pedagogical Content Knowledge (TPACK) framework. Results showed that faculty rated themselves highly across all TPACK domains, which means they are ready for AI integration. Pedagogical Content Knowledge (PCK) and Content Knowledge (CK) are rated the highest, which corresponds well with the literature stressing strong disciplinary and pedagogical foundations. On the contrast, Technological Pedagogical Knowledge (TPK) and TPACK got lower scores. So it becomes apparent that more integration of technology with pedagogy through deliberate instructional design is needed (Mishra & Koehler). Correlational analyses indicated strong and significant relationships between Technological Knowledge (TK) and TPK in relation to teaching strategies (r = .588, .653) and perceived effectiveness (r = .585, .653), thus confirming that technological fluency provides for more fluid, student-centered instructions (Roy & Paul, 2023). However, the Pedagogical Knowledge (PK) correlations with effectiveness (r = .122) and challenges (r = .004) were considerably weak, thus implying that traditional pedagogy is not sufficient in an AI-driven environment (Alam & Mohanty, 2023). Further, moderate correlations between the various TPACK domains and the challenges indicate the existing barriers of tool access, institutional support, and ethical dilemmas (Schiff, 2022). Therefore, training across domains and institutional supports must be reinforced for a sustainable and ethical AI integration.

JGB 19233

“Compliance on Environment Social and Governance of Selected Manufacturing Industries: Basis to Improve Corporate Performance”

Hanlu Du / Read Full Paper

Keywords

Environment Social Governance, sustainability, challenges, corporate performance

Abstract

As the world's largest energy consumer and carbon emitter, China's energy sector emits a large amount of greenhouse gases. Under the pressure of carbon peak and carbon neutrality targets, enterprises need to quickly transform.  This study aims to explore how environment, social governance policy and regulatory requirements are being complied by manufacturing industries. The issues and challenges underscore the crucial significance of Environmental Social and Governance (ESG) practices in propelling Chinese enterprises towards sustainable development. They also spotlight the role of the energy and manufacturing sectors, where companies like Sinopec and BYD operate, as major contributors to carbon emissions and, simultaneously, as key players in achieving the nation's sustainable development goals.

JGB 19234

“Mining for the Truth: Fraud Detection through Data Analytics (An Exploratory Study)”

Vincent Enteria, Maria Teresa Ellorin, Melissa Bianca Magno / Read Full Paper

Keywords

Fraud Detection, Random forest, Decision tree, Data Mining, Machine Learning

Abstract

As financial transactions increasingly shift to digital platforms, detecting fraud has become a critical concern for both institutions and consumers. This study explores the application of data mining and machine learning techniques to identify fraudulent financial transactions. Using a synthetic dataset from Kaggle, the research employs the Decision Tree Classifier, Random Forest classifier, and Excel PivotTables to uncover unusual patterns. Key preprocessing steps included feature selection, encoding categorical variables, extracting temporal features, and normalizing numerical data. The Decision Tree model analyzes the data and establishes conditions that qualify a transaction as fraudulent. The Random Forest model effectively classifies transaction legitimacy, while PivotTables offer a traditional analytic benchmark. Combining machine learning with conventional tools underscores the potential of intelligent systems to enhance the accuracy, adaptability, and operational efficiency of fraud detection. This exploratory study emphasizes the need for dynamic, data-driven solutions to address the ever-evolving challenges of digital financial fraud.

JGB 19235

“The Barriers of Mobile Payment Adoption at the Base of the Pyramid”

Michelle Brendy C. Ocampo Tan / Read Full Paper

Abstract

The use of smartphones and mobile internet technologies has changed the lifestyle of Filipinos. The purpose of this study is to evaluate the variables that influence consumers’ adoption and experience of mobile payments. Questionnaires were used to collect data of respondents from the lower socio-economic classes. The study first discussed the concepts of financial technology and mobile payments, the current Philippine financial services industry, and the variables that influence the customers’ adoption of mobile payments. The study found that individuals from the base of pyramid have limited resource to adopt mobile payments and are highly satisfied with using cash as a method of payment

JGB 19236

“Unearthing Asian Sustainability Culture and SDGs Through the Mission and Value Statements: Evidence from Publicly Listed Companies in the Philippines”

Ma. Sinamar Venus V. Bautista, Melanie C. Li & Joy S. Rabo / Read Full Paper

Keywords

Sustainability, Sustainability Culture, Vision-Mission, Core Values, Sustainable Development Goals

Abstract

Recognizing the need for a more sustainable world, the United Nations came up with a 2030 agenda which included 17 interconnected sustainable development goals (SDGs) focused on economic, environment, and social pillars. It was reported that South-East Asian region regressed in some SDGs and the Philippines contributed to this regression. Thus, this study examines the sustainability culture of Philippine publicly-listed companies through their company mission and value statements. Content analysis on official company websites and sustainability reports for the fiscal year ended 2023 were conducted.

Of the 286 total firms, 254 companies had published mission and value statements with economic, social, and environment pillars being identified 89%, 85%, and 52% of the time, respectively. Meanwhile, 217 companies included the UN SDGs as part of their sustainability goals and targets with the top five being SDG 8, SDG 3, SDG 9, SDG 12, and SDG 11, which are related to economic and social pillars. It is noteworthy that the top environment-related SDG came in at rank 6 which might explain the country’s regression in achieving environment-related targets by 2030. Knowledge of this study’s results may assist the Philippine government and regulatory bodies to come up with policies for publicly-listed companies to contribute to the achievement of all pillars.

JGB 19237

“Corporate Social Responsibility (CSR) Activities and Employee Retention as Mediated by Work Engagement of SMEs in Baliuag, Bulacan”

Dela Cruz, Jomarie A., Cipriano, Miles T., Cruz, Marinela L., Gempesaw, Donna Mae D., Sordilla, Mary Chelle E., Serapio, Jhon Carlo C., Dela Cruz, Allan M. Dela Cruz / Read Full Paper

Keywords

Corporate Social Responsibility, Employee Retention, Human Resource Strategies, Small and Medium Enterprises, Sustainable Development Goals, Work Engagement.

Abstract

The study examined the relation between CSR activities in SMEs and employee retention in the food and beverage sector of Baliwag City, Bulacan, with work engagement serving as a mediator. The main objective of the study was to determine if CSR initiatives in the dimensions of environment, community, and employee welfare has a relationship to employee retention in the organization, and whether work engagement mediates this relationship. This study was conducted using a quantitative, applied research approach and a purposive sampling of 317 employees from local SMEs. The analysis of data was based on descriptive statistics as well as multiple regression and mediation analysis. Motivated by a rise in worldwide efforts toward sustainability, and stable organizations, the study addresses a missing gap in existing studies about CSR and how it affects employees in SMEs.  It was found that employee retention is positively related to CSR activities, and work engagement helps explain this relationship. Company efforts related to employees and the community were especially effective in enhancing employee engagement and making them want to stay. It is found that although CSR alone does not drive worker retention, when used within the company’s culture and daily processes, it can strongly increase motivation and loyalty among employees. The study offered useful suggestions to business owners and managers who envision generating HR strategies aligned with Sustainable Development Goals set by the United Nations. Furthermore, the study makes it possible for further research to examine possible mediating factors like satisfaction with job, culture at the organization, or leadership style that  could  impact  the  connection  between  CSR  and  retention.  It could be valuable to examine CSR throughout different industries and regions, as that may uncover useful details about how corporate responsibility differs internationally and locally.

JGB 19238

“Advertising Creativity: A Narrative Review on Its Role in Consumer Purchase Behavior”

Miguel Paolo Paredes & Rayan Dui / Read Full Paper

Keywords

Advertising Creativity, Consumer Behavior, Brand Perception, Cultural Context, Marketing Effectiveness

Abstract

Creativity is widely recognized as a vital element of effective advertising, yet its influence on consumer behavior remains ambiguous. This study synthesizes empirical literature to examine how advertising creativity is perceived by audiences and whether it significantly affects purchase-related outcomes. Findings indicate that creative advertisements enhance attention, recall, emotional engagement, and brand attitudes, serving as a key source of differentiation in competitive markets. However, evidence linking creativity to actual consumer action—such as purchase intent—remains limited and inconsistent. Patterns across studies reveal that perceptions of creativity vary across cultures, product types, and media platforms, suggesting that its effectiveness is context dependent. Implications for advertisers include the need to strategically align creativity with campaign goals, develop audience-informed creative content, and adopt metrics that assess both emotional and behavioral impact. This review underscores creativity’s dual role as both an expressive and strategic marketing tool and calls for further research—particularly cross-cultural and longitudinal studies—to better understand its influence on consumer decision-making.

JGB 19239

“Climate Change and Its Mitigating Measures as Perceived by Selected Students of La Fiesta Site”

Dr. Arlene T. Dalawis, Arroyal, Karyl Anne A / Read Full Paper

Keywords

Climate, Change, Mitigating Measures, Students

Abstract

This study aimed to know what are the perceptions of the respondents on climate change, how is climate change addressed by the government and the people and their recommendations to mitigate climate change. The data were gathered with the use of Interview Guide with twenty (20) respondents who were selected at random. The research design used was descriptive-qualitative.

            The findings included that the respondents perceived climate change to be continuing and it will never be stopped. The only solution is to minimize its adverse effects to the planet, to avoid further destruction to the environment and human beings. People are responsible for the climate change to occur for many years and its impact had been disastrous. Most of them were afraid of the climate change being harmful to the people in the planet. This was caused by natural and man-made destructions.

            It was concluded how this climate change be addressed by the government and the people themselves, their answers focused on the effects towards protection, conservation and wise management and utilization of our remaining natural resources and recommended by the key informants for the government to perform its role to protect and conserve the resources created by God, promotions and enforcement of the environmental laws and conducting training programs and seminars in all levels, LGU’s, NGO’s, private sectors.

JGB 19240

“The Influence of Financial Socialization and Access to Microfinance to the Financial Capability of Select Solo Parents in Bulacan: A Basis for Financial Literacy Program”

Princess Kyla Gatbonton, Shane Angela Viaño, Ysabella Salvador, Camilla Oliveros, Luis Miguel Maraño, Jhon Carlo Serapio, Allan Dela Cruz / Read Full Paper

Keywords

Solo Parents, Financial Socialization, Microfinance, Financial Capability

Abstract

Solo parents, an emerging population in the Philippines, encounter financial difficulties because of scarce resources, one-income households, and lack of appropriate financial advice. This study examines the contributions of financial socialization and access to microfinance on solo parents’ financial capability, in Bulacan, to inform an effective financial literacy program. Using Amartya Sen’s Capability Approach and the Input-Process-Output (IPO) model, the study employs a quantitative, explanatory-causal methodology. Data were gathered from 200 purposively and snowball-sampled single parents. Inputs are socio-demographic characteristics, sources of financial socialization (parents, peers, school, media), and microfinance access. The process involves validated surveys and multiple regression to analyze variable relationships. Financial ability was quantified in terms of financial knowledge, attitudes, and behaviors, which underpin the proposed financial literacy initiative. Results indicate that socialization in finance and microfinance access significantly influence financial capability, with low positive R-values that indicate modest practical effect. Parental influence and media are chief predictors of sound financial behavior. Solo parents possess good financial attitudes but insufficient financial knowledge and behavior. The study proposes barangay-based peer groups supported by Local Government Units (LGUs) and Microfinance Institutions (MFIs) using financial literacy, on-the-job training, and accessible venues. Larger samples are also proposed for subsequent

JGB 19241

“Measuring Solar Panel Generation: Arduino Dual-Axis Tracking with Peripheral Device Integration”

Victoria Gail D. Lozada, Shayne Gean G. Salazar, Jelena Loren I. Soon, & Janelle Louise L. Tiberio / Read Full Paper

Keywords

Renewable Energy, Solar Energy, Solar Tracker, Arduino, Peripheral

Abstract

With the increase in demand for energy, renewable energy technologies hold considerable potential for energy security and promote sustainable electricity generation. Solar energy, in particular, is being explored as it could become the primary energy source by 2050. To enhance solar power efficiency, this study focuses on designing and testing a dual-axis Arduino-based solar tracker with a peripheral device that maximizes solar energy absorption by a photovoltaic (PV) panel, which was tested on its current and wattage yield. The peripheral device utilized Arduino technology, connected to components, specifically two servo motors for the dynamic adjustment and tilt of the solar panel, and four light-dependent resistors to detect the direction of maximum sunlight and send corresponding signals to the servos. Resistor plugs were also integrated into the circuit to act as a stable load to measure energy. The study was conducted for 5 days, from 8:00 AM to 2:00 PM, with hourly monitoring of watt-hour and ampere-hour output using a wattmeter. The solar tracker with a peripheral device successfully generated substantial power and current, demonstrating an efficient sun-tracking mechanism over the five days. On average, it produced more energy than a static solar panel. These findings suggest the solar tracker’s potential for use in low-power systems and highlight future research and business opportunities in solar tracking technology for larger solar PV.

JGB 19242

“SpaceThumb: Optimizing Resource Allocation in Space Missions Through Machine Learning and Human Insight”

Dexter P. Baño Jr. / Read Full Paper

Keywords

Space Economics, Machine Learning, Resource Allocation, Decision-Making, Predictive Modeling

Abstract

This study explores the integration of AI-based predictive models, specifically SpaceThumb, in optimizing decision-making and resource allocation for resource-constrained space missions. SpaceThumb is an experimental automated space mission decision-making tool trained using augmented data through Google's Vertex AI (AutoML). By framing decisions as the fundamental economic units in space, the research highlights how models trained on synthetic datasets using existing tools like GPT-4o and Google’s Vertex AI could outperform traditional methods. GPT-4o is a large language model with multimodal capabilities developed by OpenAI while Google's Vertex AI is an enterprise platform for building and deploying machine learning models. Results demonstrate a significant improvement in predictive accuracy, with Precision-Recall Area Under the Curve (PR AUC) increasing from 0.934 to 0.961 and Log Loss decreasing from 0.274 to 0.22. The findings underline the potential for combining AI insights with human judgment using simple Mathematics to enhance mission planning and economic efficiency in space exploration.

JGB 19243

“Financial Well-Being and Its Relationship on Lottery Purchase Motivators of Select Bettors in Baliwag, Bulacan”

Xia Nicole Yambao, Lian Khalel Tolentin, Heidi Mae Trinidad, Cherry Mae Lorenzo, Yaj Einnor Ramos, Brix Harvey Santos, Jhon Carlo Serapio, Jane Frances Espiritu / Read Full Paper

Keywords

Financial Well-Being, Lottery Motivation, Demographics, Gambling Behavior, Lottery

Abstract

The study aimed to determine the relationship between financial well-being and lottery purchasing motivations and whether demographic factors—such as age, sex, education, and monthly household income—moderate this relationship. A quantitative research design was used, with data collected through a structured survey. A total of 150 participants were selected using a combination of convenience and purposive sampling techniques, with the sample size computed using an A priori calculator for analysis to ensure adequate statistical power. Data analysis involves descriptive statistics, correlation, and regression analysis. The findings revealed that respondents generally exhibit high levels of perceived financial security and emergency preparedness but also experience stress in managing daily finances. Financial motivation emerged as the primary driver for participants’ lottery participation, with minimal influence from social, enhancement, or coping motives. Financial well-being demonstrated a weak negative correlation with lottery purchase motivation; it is also negatively related to coping and financial motives. For demographic profiles, age and educational attainment were found to significantly influence the relationship between financial well-being and lottery motivations, while monthly household income had limited moderating effects. The findings offer insights that can guide policies and financial literacy initiatives aimed at reducing impulsive lottery and improving economic resilience.

JGB 19244

“Enhancing Time Series Forecasting of the National Food Authority Rice Stocks Using a Hybrid Bayesian EWMA and Light GBM Model”

Vicente Salvador E. Montaño, Carlo Jose Frando, Kenchi Reuel Gutierrez / Read Full Paper

Keywords

Rice Stocks, Forecasting, Bayesian Exponentially Weighted Moving Average (Bayesian EWMA), Light Gradient Boosting Machine (Light GBM)

Abstract

This paper examines the efficacy of combining Bayesian Exponentially Weighted Moving Average (Bayesian EWMA) with Light Gradient Boosting Machine (Light GBM) residual learning. With Bayesian EWMA as the core model capturing underlying temporal dynamics and uncertainty in stock data and utilizing Light GBM to model and rectify residual errors, learning non-linear patterns and interactions unexplained by the Bayesian EWMA component, this creates a hybrid forecasting model that improves the precision of forecasting NFA rice stock levels in the Philippines. The results showed that the hybrid approach far surpasses the individual forecasting models in terms of accuracy, precision, and reliability. This successful hybridization is a promising step forward in time series forecasting methods for agricultural and policy-related fields and offers a solid and interpretable solution, making it particularly apt for operational applications in public food administration.

JGB 19245

“Business Students & AI Cyber Risk: Awareness, Perceptions and Implications on Future-Ready Workforce”

Jovilyn D. Mendoza & Maria Catherine I. Arboleda / Read Full Paper

Keywords

Artificial Intelligence, Cyber Risk Awareness, Business Students, Future-Ready Workforce

Abstract

In the age of rapid digital transformation, artificial intelligence (AI) is becoming deeply embedded in business operations, presenting both opportunities and significant cybersecurity challenges. This study investigates the awareness, perceptions, and ethical inclinations of fourth-year Bachelor of Science in Business Administration (BSBA) students at the National Teachers College regarding AI-related cyber risks. Using a quantitative descriptive-correlational research design, the study surveyed 170 randomly selected students through a structured questionnaire. Key areas explored include students’ familiarity with AI-driven threats (e.g., phishing, deepfakes, adversarial attacks), their perceptions of AI’s impact on business cybersecurity, and their perceived readiness to join an AI-integrated workforce. Results indicate that students are moderately aware of AI cyber risks, with high awareness of phishing but limited recognition of emerging threats like algorithmic bias and adversarial AI. Perceptions of AI threats were generally serious and aligned with business relevance, while readiness levels were moderate, driven more by willingness to learn than by actual curriculum exposure. Statistical analysis revealed significant correlations between awareness, perception, and readiness, with perception showing the strongest relationship to future workforce preparedness. The findings underscore a readiness gap and emphasize the need for enhanced curriculum integration of AI ethics and cybersecurity concepts in business education. The study recommends interdisciplinary academic strategies, industry-academe collaboration, and self-directed learning initiatives to develop a digitally competent, ethically grounded, and cyber-aware future business workforce.

JGB 19246

“Understanding the Role of Fraud Prevention Knowledge in Shaping Relationship Continuity and Cross-Buying Intentions in Philippine Retail Banking”

Eda Rose Shane Caalaman, James Jasper Ramos,& Rudolph Jay Velasco / Read Full Paper

Keywords

Fraud Prevention, Perceived Security, Privacy Trust, Customer Loyalty, Philippine Retail Banking

Abstract

With phishing scams emerging as the most prevalent financial fraud in the Philippines, this study examines how customer familiarity with anti-fraud measures impacts perceived security, trust in privacy practices, and loyalty outcomes in retail banking. Using a framework adapted from Hoffman & Birnbrich (2012) and incorporating Technology Acceptance Model and SOR-ELM constructs, the study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey responses from 159 Filipino retail banking customers.

Results reveal a significant positive relationship between anti-fraud familiarity and perceived security, which strongly influences customers' intention to maintain banking relationships but does not predict cross-buying intention. Notably, familiarity with fraud prevention does not directly influence trust in privacy practices, nor do privacy practices significantly impact customer loyalty or purchase intentions. These findings highlight that while perceived security enhances customer retention, privacy trust alone may not drive deeper engagement. The study emphasizes customer education in fraud prevention as a strategic tool for fostering long-term relationships and challenges traditional assumptions about privacy as a primary driver of loyalty.

JGB 19249

“Perception of Rural Bank Customers Toward Electronic Banking and Their Continued Usage Intention”

Christian Joseph De Guzman, Sarah Alyssa Delos Reyes, Paolo Mañaco, Lilo Angel Sanchez, Jhon Carlo Serapio, Jane Frances Espiritu / Read Full Paper

Keywords

Electronic Banking, Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Continued Usage Intention

Abstract

This study investigated the perception of rural bank customers towards electronic banking and their continued usage intention, addressing the gap in digital banking adoption in underserved rural areas. A quantitative, descriptive research design was employed, and data were gathered from 150 purposively selected customers of a rural bank in Bustos, Bulacan, who had used the bank’s electronic services for at least six months. A structured questionnaire was used to determine factors influencing continued usage. Findings revealed that perceived usefulness, ease of use, and security and privacy significantly influenced continued usage intention, with perceived usefulness being the strongest predictor. In contrast, perceived enjoyment and amount of information showed no significant influence. Demographic factors, including age, sex, and income level, also demonstrated significant differences in usage intention. While the study’s scope was limited to one rural bank and relied on self-reported data, it highlighted strong customer interest in continuing e-banking services. This contrasts with the actual discontinuation of such services, revealing a gap between customer expectations and institutional actions. The study recommended that rural banks improve service delivery and address barriers such as limited infrastructure, low financial literacy, and institutional trust to strengthen financial inclusion in rural communities.

JGB 19250

“The Effect of Demographic Profile on the Relationship Between Financial Socialization and Intention to Use Buy Now, Pay Later”

Hanna Tauschka, A. Bautista, Roxene Angela M. Bautista, Charlies Angel G. De Castro, Shane Katelyn S. Gaskell, James Argie C. Marquez, and Vivienne DR. Rivera. (Co-authors) Jhon Carlo C. Serapio MBA, CHP, Jerome C. Velasco, MBA, CICA and Christian Jay DG. Porciuncula, CDMP / Read Full Paper

Keywords

Buy Now, Pay Later (BNPL), Financial Socialization, Demographic Profile and College Students

Abstract

This study examines the effect of financial socialization on college students’ intention to use Buy Now, Pay Later (BNPL) services, and explores how demographic factors—such as age, sex, year level, and monthly allowance—moderate this relationship. A quantitative research design with causal and explanatory approaches was applied. Data were gathered through a structured survey using stratified sampling, involving 364 college students from National University – Baliwag.

The instrument assessed levels of financial socialization and intention to use BNPL, while demographic data were used to analyze moderating effects. Statistical tools such as effect size and multiple regression analysis supported the interpretation of results.

Findings reveal a significant relationship between financial socialization and BNPL usage intention. Notably, age and monthly allowance were found to significantly moderate this relationship, indicating that financial behaviors differ across student groups.

The study is limited to students from a single institution, which may affect generalizability. Future research should consider a broader population and longitudinal methods. These findings emphasize the role of financial education and family influence in shaping responsible financial behavior. The results may guide schools, policymakers, and BNPL providers in designing targeted financial literacy initiatives and promoting more responsible usage among students.

JGB 19251

“Purchase Intention Of Select Cosmetics Consumer Towards Spending Habits In Bulacan”

Queenie Rolf Y. Lunes, Naissa Nicole N. Barrameda, Alyanah Mikaela Liwanag, Ma. Francheska Dian M. Santos, Cris Ann L. Valdez, Christian Aldy T. Babas, Carina B. David, Jerome Dizon, Christian Jay D. Porciuncula, and Jhon Carlo C. Serapio / Read Full Paper

Keywords

Tiktok, Affiliate Marketing, Cosmetics, Purchase Intention, Spending Habits

Abstract

In the Philippines, TikTok has become a popular platform for online shopping and changed how many Filipinos buy products, especially in the beauty industry, where buying decisions are influenced by online sellers and influencers. However, few research studies examine how TikTok affiliate marketing affects the spending habits of consumers in areas like Bulacan, which has its own culture and is not often the focus of studies. Existing literature focuses on general e-commerce, urban markets, or narrow age groups, revealing empirical, cultural, and demographic gaps. The study examined the impact of TikTok affiliate marketing on the spending habits of cosmetics consumers in Bulacan and determined how demographic factors such as age, sex, and income level influence these behaviors. A quantitative causal research design was used. Respondents were aged 18–30 and had purchased cosmetics through TikTok affiliate links within the last three months. A structured questionnaire measured five key variables: perception of usefulness, trust, promotion, consumer feedback, and social impact. Data were analyzed using Ordinal Logistic Regression (OLR) to account for the ordinal nature of Likert-scale data. The findings of the study indicated that all five variables significantly influenced consumer spending, with social impact as the strongest predictor. Additionally, on the demographic factors, age and income level were found to have significant direct effects on spending behavior, while sex was not significant. These results show that marketers should consider demographic background and culture when creating online marketing campaigns. The study adds to the limited research available in the local setting and encourages more studies in other areas and industries to better understand how affiliate marketing affects consumer behavior.

JGB 19252

“PERMISO: Leveraging Conversational AI for Citizen Engagement and Public Services in Transport Regulatory Units”

Platino, Charles Janxam, Reyes, Danniel, Cabrillas, Patrick John, Malit, Justine, Mabuan, Marc Vincent V., Silva, Jerome Derek, Cariño, Shervon Alvi / Read Full Paper

Keywords

POSO-TRU, PermiSO, Conversational AI, Chatbot, Voiceflow

Abstract

The Department of Public Order and Safety – Transportation Regulatory Unit (POSO-TRU) regulates transportation services, including issuing and renewing permits and managing franchises. They face challenges due to manual processes and inefficient service delivery, leading to delays that discourage drivers from seeking official assistance. This situation fosters reliance on informal, often inaccurate, peer advice. To address operational inefficiencies, POSO-TRU designed and implemented PermiS0, a web-based system that digitizes and centralizes core public services. PermiS0 incorporates a chatbot powered by Voiceflow and Large Language Models (LLMs), providing real-time assistance and reducing in-person consultations. The system features functionalities including application monitoring, user registration, ready-to-print documents, SMS notifications, and admin dashboards. Key modules cover permit applications, renewals, franchise dropping, and application tracking, creating a platform for public and private transportation operators.

The research details system architecture, security protocols, hardware requirements, and cost analysis to ensure scalability and sustainability. Developed using agile methodology, PermiS0 was enhanced through stakeholder feedback, allowing rapid prototyping and iterative improvements aligned with operational needs. Evaluation through surveys and expert reviews demonstrated high user satisfaction, with ratings: Usability at 4.5, Functionality at 4.6, Ease of Use at 4.5, Reliability at 4.4, and Security at 4.4. These scores indicate compliance with ISO/IEC 25010:2011 software quality standards. The study concludes that PermiS0 enhances regulatory service delivery, streamlining processes, improving communication, and promoting equitable access to services. This project serves as a model for efficient, transparent, user-centered public service in transportation regulation. 

JGB 19253

“Utilization of Select Vendor to QR PH Application: An Assessment”

Mikaela Carmeli D.C Arahan, John Rich P. Name, Katrina Therissa B. Santos, Charity A. Tayactac, Mr. Jhon Carlo C. Serapio, Ms. Fedeliz Arca Vidal / Read Full Paper

Keywords

QR PH, E-wallet, Vendor Usage, Digital Payments, Technology Acceptance

Abstract

This study investigates the utilization of the QR PH e-wallet system among selected vendors in San Rafael, Bulacan. As the Philippines advances toward a cashless economy, QR PH offers a standardized platform for secure and efficient digital payments. Despite increasing adoption, there is limited research on vendor experiences, especially within local communities. This study addresses that gap by evaluating vendors’ perceptions of QR PH in terms of perceived usefulness, accessibility, ease of use, security, relative advantage, and intention to adopt.

       A quantitative causal research design was employed, utilizing a structured survey distributed to 269 purposively selected vendors. Data were analyzed using descriptive statistics, analysis of variance (ANOVA), and regression analysis. Results show that vendors hold a highly favorable view of QR PH across all measured dimensions. They consider the system easy to use, secure, accessible, and beneficial to their daily business operations. Additionally, the study finds that demographic factors such as business type and years of operation do not significantly influence vendors’ assessments of the platform.

      The findings indicate strong vendor support for QR PH, suggesting that it plays an essential role in promoting digital payment systems among small-scale businesses. The study recommends sustained efforts to encourage QR PH adoption through enhanced vendor education, reliable infrastructure, and increased public awareness. Future studies could explore adoption challenges in underserved areas or compare perspectives between vendors and consumers to gain deeper insights into the digital payment ecosystem in the Philippines.

JGB 19255

“The Power of Perspective: Leveraging the Sustainability Mindset to Benefit Stakeholders in the Maritime Sector”

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

Keywords

Sustainability Mindset, ecological worldview, systems thinking, emotional intelligence, spiritual intelligence

Abstract

This paper examines how developing a sustainability mindset can generate value for multiple stakeholders in the maritime industry, including seafarers, shipowners, maritime schools, regulatory bodies, and the environment. Drawing on quantitative findings about Filipino seafarers’ attitudes and behavior, and integrating secondary literature, the study highlights how the components of a sustainability mindset, emotional intelligence, spiritual intelligence, ecological worldview, and systems thinking foster long-term thinking, ethical decision-making, and collaborative problem-solving. Look, having these qualities isn't just about being a better person at work; it actually helps companies build teams that last, keep their reputation shiny, and align them with all those worldwide "let's save the planet" targets. Honestly, the paper makes a valid point: thinking sustainably isn't just a nice-to-have anymore. It's table stakes if you want to shake up the maritime industry for real.

JGB 19256

“Flood Monitoring System with SMS Notification for Barangay Hulo, Mandaluyong City, Philippines”

Dolores A. Cruz, Francheska Andrei L. Banayat, Miguel Eduardo B. Dela Paz, Lleroi Thomas A. Jadoc, Nicson Andre D. Juaneza & John Lourence S. Sayco / Read Full Paper

Keywords

Flood Monitoring, SMS, ESP32-S2 Mini Microcontroller, ThingSpeak mobile application

Abstract

The Flood Monitoring System with SMS Notification was developed to address the flooding challenges in Brgy. Hulo, Mandaluyong City, through real-time monitoring and alert dissemination. The system integrates water level and ultrasonic distance sensors with an ESP32-S2 Mini microcontroller, using threshold-based triggers to categorize flood levels as Below Critical, Critical, and Highly Critical. To avoid false alarms, both sensors communicate before sending alerts. Data is transmitted to ThingSpeak and visualized through a mobile application, while critical notifications are sent to each household and local authorities. Following the Software-Hardware Development Life Cycle (SHDLC) and Rapid Application Development (RAD) methodology, the system was designed, tested, and evaluated based on ISO/IEC 25010 software quality standards. Results showed high effectiveness in functionality, reliability, usability, efficiency, maintainability, and portability. The system was assessed by household, LGU officials, and technical experts, who confirmed its reliability, ease of use, and consistent performance under real-world conditions. Flood preparedness and coordination in urban areas are improved by this cost-effective and scalable solution, leading to reduced disaster risk and greater resilience.

JGB 19257

“Smart Wearable Device for Deaf or Hard of Hearing”

Cruz, Dolores A., Abrio, Katrina Nicole, Basilan, Marc Exequiel, Reyes, Trent Rufus N., Salomon, Jhonel M. & Sastrillas, Marc Nataniel A. / Read Full Paper

Keywords

Wearable Device , Dead or Hard of Hearing  , Deepgram API, SOS alarm system

Abstract

This research aimed to develop and design a SMART Wearable Device for the Deaf or Hard of Hearing to enhance their safety, situational awareness, and communication skills. In particular, it was aimed at recognizing stages involved in hardware development of the device, examine its usability, accuracy, efficacy, comfort, and safety from user and technical perspectives, compare these results, recognize implementation problems, and design a user guide. Subjected to the Design and Development Research (DDR) research methodology, this study integrated software and hardware components with environmental sound sensing through Edge Impulse machine learning models, speech-to-text capabilities based on the Deepgram API, and an SOS alarm system utilizing GPS and GSM modules. Questionnaires were administered to collect quantitative data, and qualitative observations were made on 22 end users and four technical experts. Findings showed excellent satisfaction with the performance and safety of the device. However, limitations were identified in the accuracy of sound detection in noisy environments and reliability within low signal areas. Despite these challenges, the study concludes that the SMART Wearable Device greatly enhances autonomy, safety, and interaction with hard-of-hearing individuals, functioning as an effective and low-cost assistive technology

JGB 19258

“A Quantitative Study on Customer Perception and Service Experience in Coffee Chapters”

Perez, Rosvie Tamayo, Harrold Ivan / Read Full Paper

Keywords

Customer Satisfaction, Service Quality, Coffee Chapters, Integrated Marketing Communications, Expectancy-Confirmation Theory

Abstract

In the saturated market of the coffee shop industry, customer perception is an important factor in brand loyalty and the business’s sustainability, especially among hybrid businesses. Coffee Chapters is a 24/7 bookstore coffee shop in the Metro Manila area.  This research explores the relationship between service quality and customer satisfaction among Coffee Chapters' customers guided by the Expectancy-Confirmation Theory, and the service quality-customer satisfaction framework.  More precisely, the study measures customer satisfaction dimensions: in terms of atmosphere, product quality, price, and customer loyalty and the effect that these are influenced by service quality factors: empathy, responsiveness, reliability, tangibility, and assurance.

The study uses a descriptive quantitative research design with a modified and validated Likert scale survey instrument. The researchers administered the survey to at least 138 purposively selected customers from Coffee Chapters’ two branches and analyzed the data using summary statistics (weighted mean, Spearman’s rho correlation) in SPSS to assess relationships between variables. Based on a priori G*Power analysis (α = 0.05, power = 0.95, effect size = 0.3), a minimum sample size of 138 was required to ensure statistically substantial findings.

The study provides an empirical basis to develop an Integrated Marketing Communications (IMC) Plan based on the real experiences and wishes of customers. Recommendations include crafting “One Cup More Opportunities” campaign theme that highlights emotional connection, comfort and service attentiveness. This campaign aims to enhance the delight of Coffee Chapters’ customers by having customer personas in segmented content delivery, having loyalty programs that give gifts to customers and adopting AI-powered sentiment analysis tools (natural language processing from social media reviews and post-visit surveys) for real-time feedback loops.

JGB 19259

“Exploring Policy Dependent Supply Demand Dynamics”

Jose Edgar S. Mutuc / Read Full Paper

Keywords

Supply and Demand Dynamics, Policy, System Dynamics, Simulation

Abstract

There have been observations on the instability of prices and supply of commodities. Such instability is disadvantageous to both the producer and consumer. Policies or decision rules can be identified to contribute to controlling price and supply fluctuations. This paper contributes to this discussion by developing a System Dynamics model and testing three common generic policies in the simulation model. The results show that these three policies are not successful in containing price and supply fluctuations.

JGB 19260

“Abusive Supervision and Coworker Incivility: The Roles of Resilience and External Locus of Control in the Workplace”

Reynaldo Jr. Bautista, Leandro Loyola, Dave Vincent Mangilet, & Jeffrey Oribello/ Read Full Paper

Keywords

Abusive Supervision, Coworker Incivility, Resilience, Locus of Control

Abstract

This study investigated the impact of abusive supervision— defined as the sustained display of hostile verbal and non-verbal behaviors by supervisors— on coworker incivility or low-intensity deviant behaviors that violate norms of respect in the workplace emphasizing the mediating role of resilience and the moderating effect of external locus of control. Drawing on the Conservation of Resources Theory and Affective Events Theory, the study proposes a moderated mediation model to explain how psychological and dispositional factors influence interpersonal mistreatment in the workplace. Using a cross-sectional design, data were collected from 333 employees across various industries in Metro Manila and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicated that abusive supervision significantly predicted coworker incivility (β = 0.433, p< .001) and was negatively associated with resilience (β = 0.483, p < .001). Resilience significantly predicted coworker incivility (β = 0.201, p = .002), and a significant mediation effect was observed in the abusive supervision → resilience → coworker incivility pathway (β = 0.097, p = .005). Although external locus of control did not directly predict coworker incivility (β = 0.099, p = .108), it significantly moderated the relationship between abusive supervision and coworker incivility (β = –0.102, p = .026), indicating that the negative impact of abusive supervision on coworker incivility was stronger among individuals with a higher external locus of control. These findings contribute to understanding how toxic leadership cascades into lateral workplace aggression and underscore the buffering role of resilience. Practical implications highlight the importance of leadership development and psychological resource-building interventions in mitigating workplace incivility.

JGB 19261

“Teachers’ Experiences in Curriculum Adaptation and Delivery via Technology Integration: A Phenomenographic Analysis for a Global Business Education Industry”

Rosafe Relox Rotoni & Garry Vanz Villanueva Blancia / Read Full Paper

Keywords

Curriculum Adaptation, Global Education Reform MATATAG Curriculum, Phenomenography, Teacher Experiences, Technology Integration in Education

Abstract

This study explored elementary teachers' experiences in adapting and delivering the curriculum through technology during the first year of implementing the MATATAG Curriculum in the Philippines. Using a phenomenographic approach, data were collected from focus groups with twelve teachers from Kindergarten, Grade 1, and Grade 4 in various school settings. The analysis revealed notable differences in how teachers understood and utilized technology, ranging from simple tools for instruction and communication to more strategic adaptations that addressed curriculum and resource limitations. These practices were shaped by factors such as grade level, school location, access to infrastructure, individual digital skills, and teaching methods. Kindergarten and primary grade teachers often focused on visualization and engagement, while upper-grade teachers demonstrated greater autonomy and purposefulness in aligning digital tools with curriculum goals. These findings emphasize the urgent need for targeted professional development and access to digital tools, thereby contributing to global efforts to transform digital education. They demonstrate how teachers in resource-limited settings respond to reforms, which in turn impacts the growing demand for digitally skilled workers in business education. As digital skills become essential, aligning teacher training with technological advances will better prepare graduates for innovation-driven economies. The study advocates for policy changes that promote inclusive, scalable digital learning, incorporating adaptable strategies, professional autonomy, and context-specific solutions. It highlights the vital role of education in workforce development, linking classroom activities to global business and digital transformation goals.

JGB 19262

Determinants of Customer Purchase Intention to Online Food Delivery Services: A Case in Iligan City 

Steven Sachi A. Pangilinan / Read Full Paper

Keywords

Food delivery; Mobile apps; Purchase intention; Consumer Behavior; Technology Adoption 

Abstract

The study aims to examine determinants that influence purchase intention to use online food delivery applications using a smartphone. Previous studies are mainly focused on key metropolitan areas and generalized national data with little attention on smaller cities such as Iligan City under the post pandemic setting. This research gap is filled through this study by exploring consumer attitudes, challenges and behavioral drivers tailored to Iligan City. The determinants examined in this study are based on the existing theory of Unified Theory of Acceptance and Use of Technology (UTAUT) namely social influence, effort expectancy, performance expectancy, trust, food safety risk perception, hedonic motivation, and personal innovativeness towards purchase intention to use online food delivery applications. Furthermore, the present study also tested the role of food safety risk perception as mediator constructs between trust towards purchase intention on online food delivery services and intention to use online food delivery services through a smartphone. The study employed a quantitative method and 152 respondents participated in this study. The online questionnaires are distributed using random sampling technique and the data is analyzed using Jamovi. The results demonstrate that effort expectancy, personal innovativeness, and trust are key determinants for purchasing intentions toward OFDS. Personal innovativeness was the strongest predictor, lending confidence to its exceptional importance in shaping consumer adoption in Iligan City. Social influence, performance expectancy, and hedonic motivation had no significant effect. Although the study can identify key determinants, it is limited since little generalizability is allowed due to its focus on Iligan City. Future research should further investigate consumer behavior in the online food delivery sector beyond the geographical scope and introduce further factors, such as cultural and regional effects, to enhance the understanding of this phenomenon.

JGB 19263

Assessing Entrepreneurial Climate and Innovation Performance: A Descriptive Study of a Public University

Ayra Carima L. Agakhan, Pamela F. Resurreccion, Ph.D. / Read Full Paper

Keywords

Entrepreneurial Climate; Innovation Performance; Public University; Descriptive Analysis

Abstract

This study examines entrepreneurial climate and innovation performance at Mindanao State University - Iligan Institute of Technology (MSU-IIT), a public university in the Philippines. As higher education institutions are increasingly recognized as key actors in innovation ecosystems, cultivating an internal culture that supports innovation and entrepreneurship has become essential. Entrepreneurial mindsets and practices are critical for ensuring institutional competitiveness and responsiveness to evolving societal needs. Such activities are strongly associated with enhancing institutional visibility, facilitating knowledge transfer, and strengthening collaboration with external stakeholders. However, previous research has indicated that entrepreneurial intention among MSU-IIT faculty and staff is low, potentially due to the prevailing culture and limited commercialization of research outputs. Using a descriptive research design, this study collected 109 valid responses from the academic and non-academic staff through a self-administered online and printed survey. Data were analyzed using STATA 17.0. The findings reveal a generally favorable perception of MSU-IIT’s entrepreneurial climate, with work discretion receiving the highest mean score, indicating perceived autonomy among faculty and staff. In contrast, time availability received the lowest mean, indicating that workload constraints may hinder engagement in innovation. Further, behavioral innovation was rated highest for innovation performance, reflecting individual adaptability and proactive behavior, while organizational innovation received a comparatively lower mean, signaling the need for improved institutional systems and support. This study contributes to the discourse on entrepreneurial universities by offering practical insights for institutional leaders. It also highlights the potential of public universities to advance broader innovation agendas when entrepreneurial values are embedded in organizational culture.

JGB 19264

Factors Affecting Adoption of Mobile Payment Systems by Consumers and Business Owners in Iligan City, Philippines

Earlwell T. Camelotes / Read Full Paper

Keywords

E-wallet Adoption, Mobile Payment Systems, Use Behavior, Self-Efficacy, Habit

Abstract

The Philippines is known as one of the first to pioneer digital payments in the region when it launched in 2001 the mobile money services, the early iteration of e-wallets. Mobile money services were first offered by telecommunications provider exclusive to the mobile phone’s menu (Xendit, 2024). The digital payment system in the Philippines has seen substantial expansion and evolution since the Banko Sentral ng Pilipinas (BSP) created the National Retail Payment System in 2015 (NRPS, 2015). It was established to promote the growth and acceptance of electronic payments from across the archipelago by increasing the range and accessibility of digital payments in the Philippines, thereby presenting numerous possibilities in a society that has typically been sluggish to modernize traditional payment methods like the local currency.

The objective of the study is to investigate the determinants that impact the user behavior of Filipinos in adopting e-wallets and proposes integration theoretical models, namely UTAUT 2, Diffusion of Innovation, and self- efficacy to support the study. Data were collected among 149 Filipino businesses or consumers who are e-wallet users in the City of Iligan, Lanao del Norte, Philippines. The survey (online questionnaire) was distributed to respondentsvia google form as data collection. The linear regression analysis was used in testing hypothetical relationships between variables. The findings of the study demonstrated that relative advantage, compatibility, hedonic motivation, habit, personal innovativeness, and self-efficacy have a significant relationship with the use behavior of mobile payment systems and are all are considered as not normally distributed. Results of the Cronbach’s alpha test for all variables all meet the acceptable value of 0.70, indicating satisfactory reliability. The correlation of all six independent variables used in this study are considered as statistically significant (p <0.001) with habit (HB) and self-efficacy (SE) as key drivers of use behavior (UB) while hedonic motivation (H) having a slightly lower influence among all six variables. Based on the Shapiro-Wilk normality test results, Habit (HB_AVE) is the strongest predictor of use behavior (UB_AVE) followed by Self- Efficacy (SE_AVE) while the values for Relative Advantage (RA_AVE), Compatibility (C_AVE), Hedonic Motivation, and Personal Innovativeness (PI_AVE) suggest that these variables not significant in uniquely contributing to predict use behavior (UB_AVE) in this model. Conclusion, implications, and suggestions for future study were also discussed.

JGB 19265

Transitioning to the Next Generation: Succession Planning Among Family Businesses in Northern Mindanao, Philippines

Kate Andrea Lazo Cawaling / Read Full Paper

Keywords

Family Business, Succession, Succession Planning, Family Firm

Abstract

Family businesses play a crucial role in the global economy, with approximately 80% of businesses in the Philippines being family-owned and managed. Despite their significant economic contribution, there is limited research on how these businesses navigate the complex process of succession planning, particularly in regions like Northern Mindanao. This study addresses this gap by exploring how family businesses in Northern Mindanao practice succession planning and identifying the factors that influence the succession process. The research employed a qualitative methodology, utilizing in-depth interviews and thematic analysis to analyze the data, revealing key themes related to succession planning practices and influencing factors. The findings highlight that many family businesses prioritize family members, particularly children, as successors, often based on their educational background, skills, and interest in the business. However, some businesses lack formal succession plans, relying instead on informal processes and family dynamics. Factors such as family relationships, entrepreneurial zeal, and practical experience were identified as critical in shaping succession decisions.

The study underscores the importance of formalizing succession planning processes to ensure business continuity and. emphasizes the need for professional development and training for potential successors, as well as the adoption of modern business practices. The findings have significant implications for family businesses in northern mindanao, offering practical recommendations to enhance succession planning and ensure the long-term success of these enterprises. This research contributes to the growing body of literature on family business succession, particularly in the context of developing regions, and provides a foundation for future studies on this critical topic.

JGB 19266

The Influence of Perceived Corporate Social Responsibility on Brand Image, Attitudes, and Purchase Intentions: A Study of Generation Z

Analesa P. Aranas/ Read Full Paper

Keywords

Perceived Corporate Social Responsibility, Gen Z, Brand Image, Brand Attitude, Purchase Intention

Abstract 

Purpose – This research aims to analyze the influence of perceived Corporate Social Responsibility (CSR) on purchase intention; this study also examines the mediating effect of Brand Attitude and Brand Image and the moderating effect of Gen Z CSR Attitude.

Design/methodology/approach – This study tested the model with a sample of 128 Generation Z consumers using Jamovi: Open Statistical Software.

Findings – The research findings indicate that Perceived Corporate Social Responsibility (PCSR) significantly influences purchase intention among Gen Z retail consumers in Iligan City. This positive impact is mediated by brand image, meaning that positive brand perceptions formed through CSR initiatives drive consumer purchase decisions. Furthermore, Gen Z's CSR attitude moderates this relationship, highlighting their sensitivity to companies' social and environmental responsibility when making purchasing choices.

Practical implications – Organizations should make CSR a core part of the brand image and should communicate CSR efforts openly and honestly, tailoring the CSR initiatives to align with Gen Z's concerns.

JGB 19267

Determinants of Green Purchase Intention of the Consumers in Iligan City, Philippines

Lyxa Rabelle M. Regalado / Read Full Paper

Keywords

Green Purchase Intention, Subjective Norms, Consumer Egoistic Values, Theory Planned Behavior, Theory of Reasoned Action

Abstract 

People are becoming more concerned about the environment because of the growing number of environmental problems we face today. These concerns are starting to influence how customers act and think about the products they purchase. This study investigates what influences Green Purchase Intention (GPI) among consumers in Iligan City, Philippines, using the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA) as its foundation. With 151 participants, this research used multiple regression and mediation analysis to identify key predictors of sustainable consumer behavior. The findings highlight that Subjective Norms (SN) and Consumer Egoistic Values (CEV) are the strongest predictors of GPI. This suggests that social influence and personal health-oriented values play a powerful role in encouraging green choices. Moreover, when Environmental Attitude (EA) was introduced as a mediating variable, it significantly enhanced the effects of other key factors such as Relativism (RM), Idealism (IM), Environmental Concern (EC), Environmental Responsibility (ER), and Awareness of Consequences (AC). These results highlight the pivotal role of attitude in bridging individual values and beliefs with actionable green behavior. This study is not without limitations. The use of convenience sampling in a single urban area may not fully reflect the broader population. Future research should consider expanding the geographic and demographic scope of the study to rural areas and explore other factors like product availability, price, quality and brand trust to better understand what drives green purchase intention. A deeper, more complex knowledge of the factors that influence or discourage green buying in the Philippine setting might be obtained by thoroughly examining these characteristics, perhaps using qualitative research techniques.

JGB 19268

The Role of ChatGPT in Enhancing Collaborative Learning Among Business Students: Benefits, Challenges, and Implications

Julieto Duallo Vitor / Read Full Paper

Keywords

ChatGPT, Collaborative Learning, Business Students, Communication, Productivity 

Abstract

Being at the forefront of Generative AI tools, ChatGPT alters the ways that students interact and work together academically. Despite widespread adoption, there is little to no research looking into how it specifically affects learning with its usage in groups. This study aims to bridge this gap by researching the impact of ChatGPT on collaborative learning among business students with special attention to its effectiveness on communication, productivity, and knowledge acquisition.

Using Social Constructivism Theory as a framework, this research explored the perceptions of 100 business students from La Salle Academy, Iligan City. A structured survey was employed, utilizing a 5-point Likert scale to measure the effectiveness of ChatGPT in facilitating group discussions, task management, and idea generation. The collected data were analyzed using regression techniques to identify significant patterns and relationships.

Results indicate that ChatGPT significantly improves the quality of communication in group settings, enabling clearer and more organized discussions. It also enhances productivity by streamlining repetitive tasks and providing instant access to relevant information, allowing students to focus on strategic problem-solving. However, challenges such as over-reliance on ChatGPT, ethical concerns related to the originality of ideas, and the lack of equitable access to the tool were also identified.

This study contributes to the growing body of knowledge on AI-assisted learning, emphasizing the importance of integrating ChatGPT responsibly into collaborative learning environments. Educators are encouraged to train students in ethical AI usage to maximize its benefits while minimizing potential drawbacks. The study's limitation lies in its focus on a single institution, which may limit the generalizability of findings. Future research could explore ChatGPT's impact across different educational contexts and assess its long-term effects on group learning dynamics.