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All Journal International Journal of Entrepreneurship, Business, and Creative Economy Applied Quantitative Analysis (AQA) Journal of Social Entrepreneurship Theory and Practice
Campos, Josephine Diana S
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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Evaluating The Impact of Online Product Review Credibility and Online Product Review Quality on Purchase Intention of Online Consumers Campos, Josephine Diana S; Campos, Jofrey R
Applied Quantitative Analysis Vol. 4 No. 1 (2024): January - June 2024
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.2152

Abstract

This study investigated the impacts of online product review credibility and quality on consumer purchase intentions for electronics, skincare, and home and kitchen products. Using Covariance-Based and Partial Least Squares Structural Equation Modeling (CB-SEM and PLS-SEM), it examines the causal links between review credibility, review quality, and consumer purchase intention. Conducted among 555 randomly selected online consumers from Metro Manila, Philippines, the study employed questionnaires with rating scales to gather data. Confirmatory factor analysis was utilized to assess model fit, reliability, and validity, while structural model and path analysis were applied to investigate the links between variables. The findings reveal that the structural model exhibits a moderate fit with the empirical data, demonstrating acceptable reliability and validity levels. Online review credibility was found to have a positive and direct impact on consumer purchase intention. Review quality was identified as a partial mediator in the relationship between review credibility and purchase intention, suggesting that it indirectly influences this dynamic. These implications suggest that e-commerce companies should emphasize the credibility of online product reviews by introducing guidelines to reduce the prevalence of misleading reviews. The accuracy and completeness of reviews, as determinants of review quality, should be prioritized to influence consumer decisions effectively. The study recommends that marketing strategies include incentives for customers to write honest and thorough reviews, thereby enhancing the overall quality of online product reviews. For future research, a qualitative or mixed-method approach is suggested to provide deeper insights, along with longitudinal studies to examine these effects over time.
Unveiling the Nexus of Distribution Personalization and Content Decentralization: Exploring Brand Recall among Gen Z in Region III, Philippines Campos, Josephine Diana S; Campos, Jofrey R
International Journal of Entrepreneurship, Business and Creative Economy Vol. 4 No. 2 (2024): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i2.2252

Abstract

The study emphasized the pivotal role of distribution personalization, mediated by content decentralization, in influencing brand recall among Gen Z consumers, highlighting the importance of advanced data analytics, optimized distribution channels, user-generated content incorporation, and user-centric storytelling for effective brand engagement in the modern market. This research studied the effects of distribution personalization and content decentralization on brand recall among Gen-Z, focusing on causal relationship and the issue of attention competition. It used Partial Least Squares Structural Equation Modeling to analyze 385 responses from Region III, Philippines Gen Z participants. The results indicate that personalized distribution has direct influence on brand recall through an ability to remember brand features amid consumer attention competition. Content decentralization partially mediates this effect, suggesting challenges in maintaining consistent brand identity across diverse platforms. The research underscores the importance of distribution personalization in brand recall, highlighting how content decentralization and variety of content across platforms can dilute brand consistency and hinder Gen Z's brand recall. These suggest centralizing content from a single source to ensure uniformity in branding while also using advanced analytics for targeted personalization. The study recommends optimizing distribution channels and incorporating user-centric storytelling to enhance brand association. Researchers need to continuously analyze consumer trends and feedback to refine distribution personalization strategies and stay responsive to changing market conditions. Content decentralization makes it difficult to reach and engage with the entire audience effectively, as they may be spread out across numerous channels, thus future researchers may look into this aspect.
Structural Equation Model Evaluating Katz's Triplet Managerial Skills and Its Relationship to Human Capital Campos, Josephine Diana S; Campos, Jofrey R
Journal of Social Entrepreneurship Theory and Practice Vol. 2 No. 2 (2023): December
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/jsetp.v2i2.2027

Abstract

This study examines the structural equation model that assessed the relationship of technical skills, conceptual skills, interpersonal skills, and human capital in the food processing industry. The research utilized a model fit, construct reliability, and validity structural equation modeling technique following the reviewed literature. The 204 samples were selected from food processing entrepreneurs in Metro Manila, Philippines. Questionnaires with rating scales were used as research tools, and a random sample procedure was used. A confirmatory factor analysis was used for analyzing model fit, reliability, and validity. A structural model and path analysis were used to examine the link. According to the findings, the model perfectly fits the factual data and indicates an admissible level of validity and reliability. The results positively correlated with Technical Skills, Conceptual Skills, and Interpersonal Skills. Moreover, Human Capital acted as an additional variable to test its relationship with Katz's triplet Managerial Skills, and the findings indicate that Technical Skills, Conceptual Skills, Interpersonal Skills, and Human Capital are correlated. Based on these results, there is a need to augment the technical expertise and conceptual skills pertaining to food processing and offer training that focuses on cultivating interpersonal skills, particularly proficient communication.   To improve human capital, it is important to adopt strategies that enhance employee performance. These encompass enhancing proficiency in marketing, financial management, production management, and opportunities for advancement. Future studies should employ qualitative or mixed methods to thoroughly explore the study.
Co-Authors Campos, Jofrey R