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All Journal Jurnal The Messenger The South East Asian Journal of Management
Lacap, Jean Paolo
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Hallyu Stars in the Philippines: Effects of Brand and Endorser’s Credibility on Filipino Purchase Intention Rono, Eunizer Aldrich A.; Lacap, Jean Paolo; Quipia, Jeren B.; Paral, Albert John C.; Sablas, Mary Devine L.; Coro, Nicanor Jayson M.
Jurnal The Messenger Vol. 16 No. 1 (2024): January-April
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v16i1.4475

Abstract

Introduction: There has been a notable rise in the popularity of K-pop endorsers within the landscape of Philippine advertising, influencing Filipino consumers' purchase intentions. Therefore, this study aims to examine the mediating effect of attitude toward a brand on the relationship between brand credibility, endorser credibility, and consumers' purchase intentions. Methods: The participants of the study were Filipino internet service subscribers, and they were selected using purposive sampling technique. The approach used in this study was quantitative research and causal-predictive approach while the partial least squares-structural equation modeling (PLS-SEM) was used to estimate the relationships of the proposed model. Findings: The results showed that an endorser's credibility significantly influences consumers’ purchase intention and attitude towards a brand. On the other hand, the relationship between brand credibility and purchase intention is not supported. However, there is a significant relationship between brand credibility and attitude towards a brand. The relationship between attitudes towards a brand and purchase intention is also supported. The mediation analysis revealed the importance of attitude towards a brand which tremendously mediates the relationship between brand credibility and endorser’s credibility leading to purchase intention. Originality: This study highlights the novel role of consumers' attitude as a mediator between endorser and brand credibility, shaping purchase intentions in the Philippine telecom industry through K-pop idol endorsements.
The Indirect Effects of Authentic Value and Attitude Toward Food Vlogs on the Link Between Trustworthiness and Visit Intentions: A Serial Mediation Analysis Lacap, Jean Paolo; Moranas, Ronnie; Domasig, Kristina Paula; Rey, April Irish; Perlas, Trishia Nicole
The South East Asian Journal of Management Vol. 18, No. 2
Publisher : UI Scholars Hub

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Abstract

Research Aims: The current study investigates how food vloggers’ trustworthiness influences viewers’ visit intention toward the featured food destination. Furthermore, it examines whether food vlogs’ authentic value and viewers’ attitudes toward food vlogs serially mediate the link between source trustworthiness and visit intentions. Design/Methodology/Approach: The respondents were identified using a purposive sampling technique. Causal-predictive research design and path modelling via partial least squares was employed to measure the hypothesised relationships. Research Findings: Source trustworthiness has a significant and positive influence on attitudes toward food vlogs and food vlog’s authentic value. Additionally, the food vlog’s authentic value was found to have a significant and positive effect on attitudes toward food vlogs and visit intention. Serial mediation also showed that food vlogs’ authentic value and attitude toward food vlogs serially mediate the relationship between source trustworthiness and visit intention. Theoretical Contribution/Originality: The findings of the study lie on the Stimulus-Organism-Response (S-O-R) paradigm by Mehrabian and Russell (1974) and illustrate the complexities associated with influencer marketing from the point of encounter with the stimulus or the food vlog, to the formulation of the intention to visit food establishments. Managerial Implications in the South East Asian Context: The study's findings underscore the significance of food vlogs in shaping consumer behaviour, particularly regarding visit intentions. Southeast Asian tourism and hospitality industries can leverage food vlogs as a tool for cultural exposure. Research Limitations & Implications: Selecting a trustworthy vlogger who has high engagement through creative and eye-catching videos is a pertinent requirement to ensure the success of a campaign to promote vlogs.
Hotel Supervisor Incivility and Its Effects on Employee Productivity and Turnover Intention: The Mediating Role of Ego Depletion Lacap, Jean Paolo; Fadrigalan, Joe Mari; Eser, Edgie; Maigue, Mach Ronald; Mabulay, Princess Airene
The South East Asian Journal of Management Vol. 19, No. 2
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study examines the influence of supervisor incivility on hotel employees’ productivity and turnover intention, and further investigates the mediating role of ego depletion in these relationships. Design/Methodology/Approach: Participants were hotel employees (N = 300) who were selected using snowball sampling. A predictive research design and partial least-squares path modelling were used to gauge the propositions of the study. Research Findings: The results indicate that supervisor incivility has a significant impact on ego depletion, employee productivity, and turnover intention. Ego depletion was found to have a substantial effect on both employee productivity and turnover intention, and served as a mediating factor between supervisor incivility and turnover intention, but not in the relationship between supervisor incivility and employee productivity. Theoretical Contribution/Originality: This study utilized the SOR model to show how rude behaviour from a boss can impact how employees work and their desire to leave the job. This occurs through a process known as ego depletion. The model helps to explain how a boss's rudeness influences employees’ decisions and actions. Managerial Implication in the South East Asian Context: The findings of this study indicate that when supervisors exhibit incivility, hotel employees may experience rising ego depletion, thus affecting productivity and leading to increased turnover intentions. Such incivility in the hotel environment can ultimately diminish the service quality and heighten guest dissatisfaction. Research Limitation & Implications: This study highlights the need for organizations to foster respectful and supportive supervisor–employee relationships and to promote a positive work environment that safeguards employee well-being and enhances performance. However, the respondents were drawn exclusively from the National Capital Region of the Philippines.
Co-Authors Coro, Nicanor Jayson M. Domasig, Kristina Paula Eser, Edgie Fadrigalan, Joe Mari Mabulay, Princess Airene Maigue, Mach Ronald Moranas, Ronnie Paral, Albert John C. Perlas, Trishia Nicole Quipia, Jeren B. Rey, April Irish Rono, Eunizer Aldrich A. Sablas, Mary Devine L.