Article Per Year (5 Year)
p-Index From 2021 - 2026
0.817
P-Index
This Author published in this journals
All Journal Journal of Social Entrepreneurship Theory and Practice People and Behavior Analysis (PBA) Advanced Qualitative Research (AQR)
Irvin Perono
Lyceum of the Philippines University
Social Sciences

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 4 Documents
Search

 1 
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.
Assessment of the Different Challenges and Success Factors in Setting Up an Online Business of Student-Entrepreneurs: Insights for a Proposed Solution Thea Christine Pagtalunan; Ana Mariel G Lambot; Kevin Timothy S Dumanglas; Irvin Perono
Advanced Qualitative Research Vol. 1 No. 2 (2023): Advanced Qualitative Research
Publisher : RSF Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/aqr.v1i2.1363

Abstract

Various online businesses arose during the pandemic for people (unemployed, employed, student) needing extra income. However, some businesses didn't thrive during the same time period. This study aimed to have an in-depth understanding of the different challenges and success factors in setting up an online business for student entrepreneurs to be able to present proposed solutions. The researchers used a qualitative method and conducted a focused group discussion (FGD) of 11 selected respondents through purposive sampling. A registered psychometrician administered FGD to ensure data integrity. Thematic analysis was used to analyze the data obtained from the FGD. The mentioned challenges are divided into four (4) categories: social, technological, economic, and legal. Nevertheless, the study revealed that the most mentioned challenges experienced by the selected online business owners are capital constraints, inflation, difficulty using social media sites, and brand name issues. On the other hand, the success factors stated are effective marketing, affordable pricing, sales promotions, and brand loyalty of customers.
Selected Social Media as a Digital Platform and its Perceived Value Among Small Businesses Millecent Marco; Ma. Erika Nisnisan; Fitzgerald J. Perez; Irvin Perono
Journal of Social Entrepreneurship Theory and Practice Vol. 3 No. 1 (2024): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/jsetp.v3i1.1954

Abstract

Small businesses play a crucial role in the global economy, and they often operate with limited resources. Social media can be a game changer, providing a cost-effective way to reach a wider audience. The objective of this study is to establish the most widely used social media in terms of its perceived value.  This study employed quantitative analysis. A self-designed survey questionnaire was used with a Cronbach’s alpha of 0.80. A total of 21 statements were included in the self-made questionnaire on social media factors (cost consumption, brand awareness, attractiveness and accessibility) and perceived value (revenue, customer satisfaction and customer retention). A total of 380 respondents who are small business owners in Metro Manila, Philippines participated in the study and were selected using simple random sampling. Descriptive statistics and Pearson’s chi-square tests were used to establish the results and hypotheses of the study. Among the three social media platforms used, Facebook was the most preferred for its perceived value and effectiveness. Social media use as a digital marketing tool was significantly correlated with perceived value in terms of revenue, customer satisfaction, and customer retention; however, the only meaningful correlation found was between attractiveness and business ownership. The results of this study will help small business operators create marketing strategies to attract more consumers, which will lead to an increase in sales and revenue in the future. In addition, the results can be used as a basis for small businesses to attract more customers by utilizing different social media platforms.
Co-Authors Ana Mariel G Lambot Angell Duque Danielle Angela Jardin Dyanne Digno Fitzgerald J. Perez Jaecee Tanaya James Harvey Langurayan Juliana Elizabeth Galang Kevin Timothy S Dumanglas Ma. Erika Nisnisan Millecent Marco Thea Christine Pagtalunan