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All Journal International Journal of Multidisciplinary: Applied Business and Education Research
Lalaine O. Narsico
Cebu Institute of Technology University
Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology

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The Effects of Influencer Follower Count on Consumer Perception and Purchase Behavior Airavelle L. Abellana; Joseph P. Barbadillo; Dessa Kaye B. Basul; Aubrey Ann R. Castañares; Julia Fernanda S. Ceniza; Neil A. Dela Cruz; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 5 (2026): International Journal of Multidisciplinary: Applied Business and Education Rese
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.07.05.22

Abstract

In this study, we analyze the influence of influencer follower count on purchase behavior and consumer perception in college students, and address an emerging gap in the social media-driven marketing research area. Influencers on the one hand have very different follower counts, credibility and knowledge on the other, and while little research has been done on how these factors affect consumers' responses. Based on digital consumer behavior and persuasion theory, we study three independent variables - follower count impact, consumer perception and purchase behavior - and how these predict consumer behavior. Using descriptive-correlational research design, we collected data from 394 college students through 5-point Likert scale surveys and the followers' characteristics (M = 3.49, Agree), consumer perception indicators (M = 3.09, Neutral) and purchase behavior (M = 3.40, Neutral). We found that the follower count impact is strongly correlated with consumer perception (R² = .43, F = 117.59, p < .001) and purchase behavior (R² = .49, F = 380.25, p < .001). Likewise, consumer perception influenced purchase behavior strongly (R² = .49, F = 380.25, p < .001). Furthermore, a study also demonstrated that influencer exposure and follower count shape purchase behavior directly and indirectly through consumer perception, which is the most important way to link influencer cues to buying behavior. 
Commuter Boarding Management Practices and its Effects on Passenger Experience at Cebu South Bus Terminal, Philippines Keers E. Adolfo; Oudy Francis A. Acedo; Mova M. Alicaway; Gwendolyn G. Anoya; Kristine A. Aratia; Nesta Rudy Marcus P. Flores; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 5 (2026): International Journal of Multidisciplinary: Applied Business and Education Rese
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.07.05.24

Abstract

Effective boarding is necessary for the maintenance of order and promoting commuter satisfaction in high-traffic terminals. Long queues and delays remain an ongoing problem at Cebu South Bus Terminal. The effectiveness of boarding management practices and their impact on commuter satisfaction was investigated in this paper. We employed descriptive-correlational design with 511 commuters (18–50 years old) who use the terminal regularly. Data was collected using a structured survey using a five-point Likert scale to evaluate the adoption of boarding practices and passenger satisfaction. All data were summarised in weighted means, and simple linear regression was used to check the relationships between variables. (mean = 3.37) Boarding management practices were rated as Occasionally Observed (with strengths in fairness, announcements, and lane discipline, but weakness in staff availability and boarding time). Passenger experience was equally Occasionally Observed (mean = 3.35) with safety and willingness to recommend rated higher than waiting time and comfort. Results from regression analysis (R = 0.871; R² = 0.759; p < 0.001) confirmed a strong positive relationship between boarding practices and passenger satisfaction and significant effect was also confirmed by coefficient analysis (β = 0.895). Boarding management has a strong prediction of passenger satisfaction: 76% of the variance in the passenger satisfaction. Operational improvements should emphasize staffing, communication, lane discipline, and fairness (supported by standardizing the operations through standardization, training, and real-time monitoring) based on Standard Operating Procedures. Further investigations might focus on technological assistance methods, passenger segmentation, and longitudinal evaluations to assess the effects of interventions.
The Influence of Psychological Triggers, Content Engagement, and Self-Regulation on the Relationship Between Social Media Ads and Impulsive Buying Hannah Nichole V. Gonzales; Ralph Clarence M. Laraga; Niña Fatima Rainy B. Lopez; Mart Francesfil R. Paug; Sol Andrew L. Pegarido; Kyrah Alodia A. Yanson; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 5 (2026): International Journal of Multidisciplinary: Applied Business and Education Rese
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.07.05.28

Abstract

Social media advertising has been extensively investigated as an influential factor to consumer behavior, but little research investigates how psychological triggers, content-driven factors, and self-regulation jointly influence impulsive buying. This gap is filled by an exploration of their joint influence. Experimental Design This study was quantitative, descriptive-correlational in nature, and comprised 392 university students in Cebu City, Philippines. An online survey that measured social media ad exposure, psychological triggers, content-driven influence, self-regulation, and impulsive buying was conducted. The reliability test resulted in Cronbach’s alpha of 0.8542. We employed regression analysis to evaluate relationships among variables. Respondents generally agreed with the statements that they were exposed to social media ads (M = 3.59) and practiced self-regulation (M = 3.86), while impulsive buying tendencies were neutral (M = 2.85). Moderately influential factors were psychological triggers (M = 3.22) and content-driven factors (M = 3.36). The multiple regression showed that the influence of psychological triggers and content-driven factors were the most positive with regard to impulsive buying, while self-regulation was negatively correlated. Exposure to social media ads was found to be less strongly, but significantly, positively associated. The full model accounted for 57% of the variance in impulsive buying. Implication is that impulsive purchasing is determined more by persuasive cues and psychological factors than exposure only, and self-regulation is a protective factor. Marketers should drive engagement for content and ethical action, educators and policy makers should promote financial literacy and self-discipline in their purchases to avoid acts of impulse.
Internship Factors and Career Path Clarity: The Role of Organizational Context and Career Decidedness John Kirby Z. Añonuevo Añonuevo; Shaira Shayne L. Ybañez; Jariene Fibelle Mae T. Alonzo; Kylens D. Bajade; Noriella P. Gereña; Jannah Carmelle B. Cabal; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 6 (2026): International Journal of Multidisciplinary: Applied Business and Education Rese
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.07.06.23

Abstract

This study was conducted to examine the relationship between variables related to internship and clarity of career path among university students who completed On-the-Job Training (OJT). Data were collected using a quantitative descriptive-correlational design for 149 participants in six constructs: internship experience, work environment, personal impact, company size and structure, career decidedness, and career clarity. We used descriptive statistics, Spearman’s correlation and multiple regression analyses. The findings revealed that internship experience, work environment and personal impact were all significantly associated with career clarity, with personal impact having the strongest association. However, only company size and structure and career decidedness were significant predictors in the regression model. The results underscore the importance of organizational context and the clarity of prior career in affecting students’ career development. The findings indicate that well-structured internship opportunities, positive work environments and effective matching between students and host organizations can lead to better career clarity and employability outcomes. Future research may address limitations by employing longitudinal designs and broader institutional contexts.
The Influence of Influencer Marketing Exposure and Parasocial Relationships on Impulse Buying Tendencies Mary Rose D. Lastimosa; James Roeberl B. Monton; Monic Lei F. Quimbo; Lorence David D. Descartin; Nhilven Joice Y. Sabellano; Dominique A. Selma; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 7 (2026): International Journal of Multidisciplinary: Applied Business and Education Rese
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.07.07.05

Abstract

Influencer marketing is a popular form of social media advertising, and it is often targeted toward college students. It was observed that the consumers' purchase behavior was affected by the exposure to the influencer content. But the psychological mechanisms of this relationship, especially parasocial relationships, are still poorly understood. The study used a descriptive-correlational design to determine the relationship of influencer marketing exposure, parasocial relationships and impulse-buying tendencies of 412 university students in Cebu City. Data were collected using a structured survey involving Likert scale questions and analysed using regression techniques. The results showed that participants have a high level of exposure to influencer marketing (M = 3.66, Agree), weak parasocial relationships (M = 2.76, Neutral) and low impulse buying tendencies (M = 2.47, Disagree). Students considered themselves as careful consumers with low impulsive tendencies, but these descriptive findings did not exclude the possibility of behavioral susceptibility. Results of the regression analysis revealed that exposure to influencer marketing was a significant predictor of impulse buying tendencies (R^2 =.12, p < .001) and parasocial relationship strength (R^2 =.11, p < .001). The results show that exposure and parasocial relationships significantly predict impulse buying tendencies. The results suggest that mild low self-reported impulsivity is statistically related to higher tendencies for impulsive buying when perceived familiarity with the influencers is taken together with exposure. The findings reveal the complex but positive effect of influencer marketing on consumer behavior and the importance of ethical marketing, media literacy programs, and transparency in sponsorship disclosures. 
The Influence of the US Dollar-Philippine Peso Exchange Rate Fluctuations to Inflation Rates, and GDP Anne Lorraine L. Abanto; Harvey E. Destura; Edrich Nigel A. Georsua; Hafsah D. Macaurao; Honey Niez; Ivy Paulen S. Pelonio; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 7 (2026): International Journal of Multidisciplinary: Applied Business and Education Rese
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.07.07.29

Abstract

The study aims to analyse the empirical relationship between USD/PHP exchange rate, headline inflation and real GDP growth in the Philippines from 2010 - 2024. We utilized secondary data from Bangko Sentral ng Pilipinas (BSP) and Philippine Statistics Authority (PSA) and employed descriptive statistics and bivariate linear regression models as an empirical baseline. The results show a baseline of systematic peso depreciation and stable inflation with supply-driven spikes in 2018 and 2023. The impact of the bilateral exchange rate on the variation of GDP growth is very low (R2 = 0.003) and the impact on inflation is weak and not statistically significant (R2 = 0.152). From this evidence we can say inflation and GDP are far more affected by other factors like food price, energy price and demand at home than exchange rates. Limitations include relatively small sample size and simple modelling approach. Future studies should incorporate more variables and more dynamic methods capturing the interactions between exchange rate, inflation and growth in such a complexity.
Co-Authors Airavelle L. Abellana Anne Lorraine L. Abanto Aubrey Ann R. Castañares Dessa Kaye B. Basul Dominique A. Selma Edrich Nigel A. Georsua Gwendolyn G. Anoya Hafsah D. Macaurao Hannah Nichole V. Gonzales Harvey E. Destura Honey Niez Ivy Paulen S. Pelonio James Roeberl B. Monton Jannah Carmelle B. Cabal Jariene Fibelle Mae T. Alonzo John Kirby Z. Añonuevo Añonuevo Joseph P. Barbadillo Julia Fernanda S. Ceniza Keers E. Adolfo Kristine A. Aratia Kylens D. Bajade Kyrah Alodia A. Yanson Lorence David D. Descartin Mart Francesfil R. Paug Mary Rose D. Lastimosa Monic Lei F. Quimbo Mova M. Alicaway Neil A. Dela Cruz Nesta Rudy Marcus P. Flores Nhilven Joice Y. Sabellano Niña Fatima Rainy B. Lopez Noriella P. Gereña Oudy Francis A. Acedo Peter G. Narsico Ralph Clarence M. Laraga Shaira Shayne L. Ybañez Sol Andrew L. Pegarido