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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Education Policy and Development (EPD) International Journal of Marketing and Digital Creative (IJMADIC)
Marc Edward Abadilla
Northwestern University
Economics, Econometrics & Finance Education Social Sciences Other

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Understanding, Acceptance, and Perception of the Vision, Mission, Goals, and Objectives of the Northwestern University College of Business Education Stakeholders Eric S Parilla; Marc Edward Abadilla; Glory Domingo; Jayson Tan
Education Policy and Development Vol. 1 No. 1 (2023): Education Policy and Development
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/epd.v1i1.1291

Abstract

This research focuses on how various parties view and comprehend Northwestern University's Vision, Mission, Goals, and Objectives (VMGO) and whether they are aligned with them. Specifically, the study examines the stakeholders' awareness, acceptance, understanding, congruence, clarity, and perception. Stakeholders consisted of the students, faculty and staff, alumni, and industry partners. The research used structural equation modeling to find the links between awareness, acceptance, and understanding, congruency and clarity and perception. The study's findings were that the three variables relate to each other; however, the personal profile of the respondents only affected the awareness, acceptance, and understanding variables. This indicates that, for example, the age of the stakeholder, the older the stakeholder, the more he is aware of and comprehends the VMGO of the University. Moreover, this study recommends that the Institution continues to think of ways how to let its stakeholders comprehend the VMGO of the University.
What Keeps Filipinos Watching? The Role of Trust and Content Quality in Netflix Satisfaction Eric S Parilla; Marc Edward Abadilla
International Journal of Marketing and Digital Creative Vol. 3 No. 2 (2025): September
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v3i2.3447

Abstract

The study investigates the impact of perceived trustworthiness and content quality on customer satisfaction within the OTT streaming service sector, specifically among Netflix subscribers in the Philippines. Using an entirely quantitative research approach, data were collected from a heterogeneous group of Filipino Netflix users, after which PLS-SEM was employed to analyze the strength and direction of relationships among key constructs. Dimensions such as reliability of services, data security, and authenticity were specified under perceived trustworthiness, while content quality dealt with variables including the number of options, cultural affinity, and high-quality productions. The findings indicate that consumer satisfaction is positively and significantly influenced by perceived trustworthiness and content quality. Indeed, trustworthiness stood out as a strong indicator of loyalty, implying that users develop an attachment to a service through secure and reliable service delivery. That content with a recognizable identity supports subscriber retention, keeping them interested in using the platform in the long run. Such findings extend the existing literature on OTT service adoption and retention by highlighting the need for a certain level of technical credibility and content value in emerging markets. In practical terms, it follows that OTT providers, such as Netflix, should adopt a mix of culturally aligned content strategies and transparent data practices to remain competitively viable. Whilst geographically angled towards the Philippines, its conceptual framework presents a replicable model for application in cross-cultural and international contexts. The study emphasizes the global significance of trust and content excellence in delivering an enhanced streaming experience within the rapidly expanding digital entertainment ecosystem worldwide.
Co-Authors Eric S Parilla Glory Domingo Jayson Tan