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All Journal International Journal of Multidisciplinary: Applied Business and Education Research
Guevara, Sofia Kristen D.
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology

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Stardom and Spending: Correlating the Influence of Celebrity-Based Product Placements in ABS-CBN Films on Fan-Consumer Purchasing Intentions and Behaviors Acosta, Arabella R.; Del Rosario, Aliyah Monina J.; Guevara, Sofia Kristen D.; Salazar, Jeremy Kirsten R.; Arcinas, Myla M.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 6 No. 4 (2025): 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.06.04.16

Abstract

This study examines the influence of celebrity-based product place-ments featuring Vice Ganda in ABS-CBN films on fan-consumers' per-ceptions, purchasing intentions, and purchasing behaviors. Using a quantitative correlational research design with 163 fan-consumers from Metro Manila, the study employed survey instruments adapted from Kumar's (2011) questionnaire and grounded in Ohanian's (1990) Source Credibility Tri-Model. Results revealed that fan-consumers held positive perceptions of Vice Ganda's product placements (Mdn = 4.00), exhibited high purchasing intentions (Mdn = 4.00), and demonstrated strong purchasing behaviors (Mdn = 4.00). Correlation analysis re-vealed a strong positive relationship between purchase intentions and purchasing behaviors (r = 0.74, p < .01), a weak positive relationship between perceptions and purchase intentions (r = 0.19, p < .05), and a negligible relationship between perceptions and purchasing behaviors (r = 0.09, p = .25). These findings support a sequential influence model, suggesting that celebrity endorsements operate through a perception-intention-behavior pathway rather than directly from perception to behavior. The study contributes to the theoretical understanding of celebrity influence mechanisms and practical applications for market-ers seeking to optimize product placement strategies in entertainment media.
Co-Authors Acosta, Arabella R. Arcinas, Myla M. Del Rosario, Aliyah Monina J. Salazar, Jeremy Kirsten R.