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All Journal International Journal of Multidisciplinary: Applied Business and Education Research
Vergara, Raymond Allan G.
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology

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TikTokers Turned Influencers: iGeneration’s Perceptions toward their 'Preferred' TikTok Influencers to Follow Balatbat, Maricel S.; Cabungcal, Miguel Angelo C.; Centeno, Mica Beatrize C.; Fabrigar, Jose Rapahel G.; Garfin, Alejandra Beatrize M.; Blasa-Cheng, Angelique C.; Vergara, Raymond Allan G.; Vergara, Kimberly Christie S.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 4 No. 10 (2023): International Journal of Multidisciplinary: Applied Business and Education Res
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.04.10.21

Abstract

Purpose – This study explored the potential factors the iGeneration considers before intending to follow TikTok influencers, assessed their behavioral response as an outcome of the intention, and examined the impact TikTok influencers had on their potential followers. Design/methodology/approach – The researchers used a convergent mixed-parallel design to interpret data gathered from interviews and surveys with the quantitative data analyzed through the Jamovi software. This study used the philosophies of pragmatism and interpretivism. Findings – TikTok users considered perceived added value to personal lifestyle and perceived hedonic experience the most compared to other antecedents tested. The researchers classified them according to the findings and arrived at three (3) distinct categories, transitioning from intention to behavior; (A) Nonchalant, (B) Serious, and (C) Adaptive. Research Limitations/Implications – The scope and delimitations of this study only involved students currently enrolled in De La Salle University, between 17 to 24 years old. The researchers used purposive and convenience sampling to acquire respondents for the Google Forms survey and Zoom interviews. Practical and Social Implications – This study has implications for business and e-commerce, especially in the current commercial climate where influencer marketing is gaining popularity. Furthermore, it can help enterprises look for suitable influencers who can positively impact their branding to the public. Originality/Value – This study addressed the gap in the literature on TikTok users and their behavior toward the consumption of influencer content, with the increasing popularity of TikTok as a social platform and the growth of influencers as online opinion leaders.
Check Out or Call Out: Attitude-Driven Boycott Intention in The Fashion Industry Balatbat, Maricel S.; Ang, Andrea Jean C.; Castillo, Kharylle Camilla O.; Nañoz, John Emmanuel R.; Blasa-Cheng, Angelique C.; Vergara, Raymond Allan G.; Vergara, Kimberly Christie S.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 4 No. 10 (2023): International Journal of Multidisciplinary: Applied Business and Education Res
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.04.10.20

Abstract

Purpose – This paper aims to contribute to the study of the factors of consumers’ attitudes toward boycott intention. This examines how behavioral beliefs and attitudes are statistically related to boycott intention through the modified conceptual framework of Ajzen’s Theories of Reasoned Action and Planned Behavior. Design/methodology/approach – Human behavior concerning boycott intentions is studied using a sequential explanatory research design. Data are obtained from 90 valid respondents through questionnaires and 8 interviewees from focus group discussions. It was analyzed using regression analysis and Baheiraei's points of integration. Findings – Animosity, legitimacy, and boycott attitude significantly affect boycott intention. Boycott attitude served as a mediator between legitimacy and boycott intention. Weak evidence shows that ethical relativism and animosity significantly affect boycott attitudes. Research Limitations/Implications – The study is limited to millennials and Generation Z Filipino fashion consumers who have substantial purchasing power and awareness of social events. Practical/Social Implications – This paper shall help companies and researchers better understand the motives behind boycott intentions for ethical decision-making processes and further engage in social and moral involvements within the community. Originality/value – The study proposes the addition of relevant variables to studies on boycott intention in the fashion industry. This may help increase the understanding of consumer attitudes leading to boycotts and aid a company in countering boycotts.
Purchase and Collection Motivations of Co-Branded Limited-Edition Collectibles: The case of the Jollibee Funko Pop Santos, Joseph Emil; Vergara, Raymond Allan G.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 4 No. 3 (2023): 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.04.03.06

Abstract

This exploratory case study seeks to understand the purchase and collection motivations of an international co-branded limited-edition collectible. It also explores consumers’ perceptions of the brand collaboration between Philippine-based Jollibee and United States-based Funko. This study finds that consumers are motivated to purchase and collect products based on their willingness to identify with the brand, which stems from personal values, self-concept, and nostalgia. While most studies on co-branding use simulated alliances, this study provides a real example of an international branding collaboration, thereby providing a nuanced understanding of co-branding spillover effects and how a consumer’s willingness to identify with a brand motivates their purchase and collection decisions.
Understanding the collecting experience: purchase motivations and social collecting behaviors Vergara, Raymond Allan G.; Santos , Joseph Emil
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 4 No. 3 (2023): 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.04.03.09

Abstract

This qualitative case study explores the purchase motivations and collecting behavior of self-assessed Funko Pop collectors. It finds that the individual collector's self-identification influences individual purchase and collection decisions. It also finds that social collecting behaviors may influence individual collecting behavior, suggesting that collecting communities may establish collecting norms and experiences. This study maps out the collecting experience, provides a unique perspective on social collecting behaviors, explores the nuances of the collecting experience, and recommends potential direction for managers.
Why Crowdfund? Motivations of Philippine-Based Project Owners and Backers Vergara, Raymond Allan G.; Vergara, Kimberly Christie S.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 4 No. 5 (2023): 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.04.05.26

Abstract

This study examines why project owners and campaign backers participate in crowdfunding. It explores what motivates crowdfunding participants to seek funding or fund projects using a multiple-case study approach. This study finds that project owners are motivated to crowdfund because of financial and marketing benefits. On the other hand, campaign backers are motivated to fund campaigns because they want early access to products, participate in the community, and support the project for altruistic motives.
Fast Food Love-themed Ads: Brand Experience in Storytelling Vergara, Raymond Allan G.; Vergara, Kimberly Christie S.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 4 No. 5 (2023): 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.04.05.06

Abstract

This study seeks to understand how the brand experience of Jollibee and McDonald's were co-created through its love-themed ads. Using a case-based approach and a netnographic data collection method, it finds that brand experience may be co-created individually and communally. Brands have many opportunities to engage with and co-create value with their consumers through engaging stories that consumers find relatable.
Transformative learning in the online classroom: A marketing educator’s autoethnographic account Vergara, Raymond Allan G.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 4 No. 7 (2023): 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.04.07.24

Abstract

This autoethnographic account is a critical reflection on my experience teaching online classes during the pandemic. It is a narrative of my transformation through the 28 months of teaching events marketing courses through the online distance learning modality. I learned that as a marketing educator, my role is to help students develop positive perspectives, attitudes, and behaviors about learning by providing the conditions conducive for a meaningful learning experience. However, as an educator, a student’s learning experience is not my sole responsibility because the learning experience is co-created with the student. My role is an educator is to provide them with opportunities, tools, and knowledge to help them make the most out of their learning experience.
Storytelling in the Classroom: Why it Matters in Event Marketing Education Vergara, Raymond Allan G.; Vergara, Kimberly Christie S.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 4 No. 8 (2023): 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.04.08.22

Abstract

This study examines why students value storytelling in the classroom and explores how they learn event marketing through this pedagogical tool. Using a post course assessment survey, this qualitative study finds that students value storytelling because stories make it easier for them to understand and digest the subject matter in fun and relatable way. Listening to stories allow them to take on a different and new perspective, allowing them to make sense of new information and master concepts. Storytelling can be entertaining and immersive, which helps develop in students positive learning-related attitudes, values, and beliefs.
Looking for Motivation? Understanding the Effects of Amotivation in a Multigenerational Workforce Blasa-Cheng, Angelique C.; Ang, Danika Therese R.; Locsin, Luis Alfonso R.; Laguitan, Angeline Beatrice G.; Rodriguez, Jeanelle M.; Mabalay, Adrian A.; Vergara, Raymond Allan G.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 1 (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.07.01.23

Abstract

Using a sequential explanatory mixed-methods approach, the study investigated the impact of job design on amotivation, job engagement, time commitment, and work intensity among Generation Y and Z employees in the Philippine e-commerce industry.  The study revealed that job design has a significant influence on amotivation and job engagement, with autonomy and competence emerging as critical factors. Relatedness, however, had minimal impact. The study also finds that job engagement fully mediates the relationship between job design and work intensity. These findings contribute to the theoretical understanding of amotivation in the workplace by identifying key job design elements that affect it and its consequent impact on employee behaviors. The findings also guide organizations in designing jobs that optimize motivation and engagement for Generation Y and Z employees.
Looking for Motivation? Understanding the Effects of Amotivation in a Multigenerational Workforce Blasa-Cheng, Angelique C.; Ang, Danika Therese R.; Locsin, Luis Alfonso R.; Laguitan, Angeline Beatrice G.; Rodriguez, Jeanelle M.; Mabalay, Adrian A.; Vergara, Raymond Allan G.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 1 (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.07.01.23

Abstract

Using a sequential explanatory mixed-methods approach, the study investigated the impact of job design on amotivation, job engagement, time commitment, and work intensity among Generation Y and Z employees in the Philippine e-commerce industry.  The study revealed that job design has a significant influence on amotivation and job engagement, with autonomy and competence emerging as critical factors. Relatedness, however, had minimal impact. The study also finds that job engagement fully mediates the relationship between job design and work intensity. These findings contribute to the theoretical understanding of amotivation in the workplace by identifying key job design elements that affect it and its consequent impact on employee behaviors. The findings also guide organizations in designing jobs that optimize motivation and engagement for Generation Y and Z employees.
Co-Authors Ang, Andrea Jean C. Ang, Danika Therese R. Balatbat, Maricel S. Blasa-Cheng, Angelique C. Cabungcal, Miguel Angelo C. Castillo, Kharylle Camilla O. Centeno, Mica Beatrize C. Fabrigar, Jose Rapahel G. Garfin, Alejandra Beatrize M. Laguitan, Angeline Beatrice G. Locsin, Luis Alfonso R. Mabalay, Adrian A. Nañoz, John Emmanuel R. Rodriguez, Jeanelle M. Santos , Joseph Emil Santos, Joseph Emil Vergara, Kimberly Christie S.