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All Journal People and Behavior Analysis (PBA) Advanced Qualitative Research (AQR)
Irvin Perono
Lyceum of the Philippines University
Social Sciences

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Journal : people and behavior analysis pba

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SADvertising: Relationship of Emotional Marketing Campaigns to the Brand Awareness and Purchase Decision of Different Generations Jaecee Tanaya; Dyanne Digno; James Harvey Langurayan; Irvin Perono
People and Behavior Analysis Vol. 1 No. 2 (2023): September Volume
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/pba.v1i2.1372

Abstract

Emotional marketing campaigns are dominating the internet and television. From the usual rational marketing campaigns, marketing researchers acquire the idea to put dimensions like storytelling, color, music, and image into their advertisements, which are now called SADvertising or emotional marketing campaigns. This paper aims to determine the relationship of emotional marketing campaigns or SADvertising to the brand awareness and purchase decisions of different generations. The target respondents of this study are five (5) different generations, e.g., Baby Boomers, Generation X, Y, Z, and Generation Alpha. The researchers used a self-administered survey questionnaire and gathered data using a stratified random sampling method. An interview is also done to further strengthen the study. A combination of quantitative and qualitative research design enhances the research analysis. The result of the study using the Spearman-Rho Correlation Test shows that the dimension of emotional marketing campaigns is moderately positive purchase decisions and concluded that there is a significant relationship between the dimension of emotional marketing campaigns to brand awareness and purchase decisions of different generations.
An Assessment of Leadership Styles and Emotional Intelligence Among Supervisors in Car Dealership: A Rank-and-File Employee Perspective Angell Duque; Juliana Elizabeth Galang; Danielle Angela Jardin; Irvin Perono
People and Behavior Analysis Vol. 3 No. 2 (2025): September
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/pba.v3i2.3667

Abstract

Leadership plays an important role in shaping the dynamics in the workplace, including stakeholder performance and the overall success of the organization. Effective leadership alongside emotional intelligence can impact the productivity and motivation of an employee. This study assessed the different leadership styles – transactional, transformational, and charismatic and their relationship to emotional intelligence (awareness, empathy, social skills, and motivation). A total of 388 rank-and-file sales personnel in the automotive industry in the National Capital Region in Metro Manila, Philippines participated the survey. Quantitative research using simple random sampling was employed in the study. A self-made survey questionnaire was administered with a Cronbach's alpha of 0.87. The results revealed that the leadership styles and emotional intelligence were extensively exhibited by their immediate supervisor based on the assessment of the respondents. Furthermore, using regression analysis, data revealed that there is a significant relationship between empathy, social skills and motivation when transactional, transformational and charismatic types of leadership were considered. Awareness of the contrary resulted in a significant relationship with transformational and charismatic types of leadership, but not with to transactional types of leadership. This study makes a significant contribution to the understanding of how emotional intelligence influences leadership effectiveness in sales-driven industries. The results underscore the importance of incorporating emotional intelligence training into leadership development programs to foster stronger supervisor-employee relationships and enhance overall organizational performance.
Co-Authors Ana Mariel G Lambot Angell Duque Danielle Angela Jardin Dyanne Digno Jaecee Tanaya James Harvey Langurayan Juliana Elizabeth Galang Kevin Timothy S Dumanglas Thea Christine Pagtalunan