Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal International Journal of Multidisciplinary: Applied Business and Education Research
Angeles, Rhea Jane G.
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology

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The Role of Influencer-Generated Contents to the Cognition and Emotional Attachment Among Generation Z Consumers in Manila, Philippines Angeles, Rhea Jane G.; Clemente, Carmhiella A.; Malimban, Renoa Lorraine O.; Santos, Jean Erika G.; Tan, Jian Carlo D.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 5 No. 10 (2024): 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.05.10.05

Abstract

Along with the rising digitalization of businesses, social media influencers (SMI) have been essential in redefining how the online promotional system operates. In the Philippines alone, social media influencers are central to all online discussions. The country is known as the "social media capital of the world," as 86.3% of Filipinos follow at least one influencer and spend about 11 hours each week on social media. With the use of an existing theory and testable hypotheses, the researchers will gather data while adhering to the positivist philosophy. To obtain objective and statistically significant results, the researchers will measure, document, and examine the data through a survey. Moreover, the researchers will carry out various statistical testing, including PLS-SEM, average variance extraction (AVE), heterotrait-monotrait (HTMT) ratio, variance inflation factor (VIF), squared multiple correlation (R2), Stone–Geisser’s Q2, etc. using SmartPLS. Delving into the results, it was shown that influencer-branded content's interestingness does affect users to be emotionally attached. Research findings also revealed that influencer-generated content's novelty does not significantly affect users' emotional attachment to influencers. It was also shown that reliability positively affects emotional attachment, as well as information quality. But when it comes to understandability it shows no relationship with emotional attachment. Lastly, it is revealed that there is no significant relationship between emotional attachment and users' intention to disagree with the influencer. As a conclusion, social media influencers have become instrumental in making digital platforms a more enjoyable place to dwell.
#Budolfinds: The Role of TikTok’s Shopee Finds’ Videos in the Impulsive Buying Behavior of Generation Z Consumers Barcelona, Alvin B.; Angeles, Rhea Jane G.; Clemente, Carmhiella A.; Dela Cruz, Sam Rhoy B.; Malimban, Renoa Lorraine O.; Santos, Jean Erika G.; Tan, Jian Carlo D.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 3 No. 11 (2022): 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.03.11.18

Abstract

The continuous growth of social media platforms in the market has influenced the consumption of different products and services. The proliferation of short user-generated videos, such as TikTok’s Shopee Finds was hypothesized to influence impulsivity among young consumers. This study employed a descriptive survey administered online to 200 Generation Z respondents. Descriptive and inferential statistics were used to analyze the data. The findings revealed that TikTok’s Shopee Finds moderately influenced the Pure Impulse and Suggested Impulse Buying behaviors of the respondents. Moreover, it highly influenced the Reminder Impulse and Planned Impulse Buying behaviors of the respondents. There is no sex difference in the impact of the marketing videos on the impulsive behavior of the respondents. The preliminary findings entail further opportunities for businesses and enterprises to optimize their marketing efforts using social media platforms and increase the awareness of Generation Z consumers about their impulsive buying tendencies.
Co-Authors Barcelona, Alvin B. Clemente, Carmhiella A. dela Cruz, Sam Rhoy B. Malimban, Renoa Lorraine O. Santos, Jean Erika G. Tan, Jian Carlo D.