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All Journal International Journal of Multidisciplinary: Applied Business and Education Research
Peter G. Narsico
Cebu Institute of Technology University
Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology

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The Effects of Influencer Follower Count on Consumer Perception and Purchase Behavior Airavelle L. Abellana; Joseph P. Barbadillo; Dessa Kaye B. Basul; Aubrey Ann R. Castañares; Julia Fernanda S. Ceniza; Neil A. Dela Cruz; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 5 (2026): 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.07.05.22

Abstract

In this study, we analyze the influence of influencer follower count on purchase behavior and consumer perception in college students, and address an emerging gap in the social media-driven marketing research area. Influencers on the one hand have very different follower counts, credibility and knowledge on the other, and while little research has been done on how these factors affect consumers' responses. Based on digital consumer behavior and persuasion theory, we study three independent variables - follower count impact, consumer perception and purchase behavior - and how these predict consumer behavior. Using descriptive-correlational research design, we collected data from 394 college students through 5-point Likert scale surveys and the followers' characteristics (M = 3.49, Agree), consumer perception indicators (M = 3.09, Neutral) and purchase behavior (M = 3.40, Neutral). We found that the follower count impact is strongly correlated with consumer perception (R² = .43, F = 117.59, p < .001) and purchase behavior (R² = .49, F = 380.25, p < .001). Likewise, consumer perception influenced purchase behavior strongly (R² = .49, F = 380.25, p < .001). Furthermore, a study also demonstrated that influencer exposure and follower count shape purchase behavior directly and indirectly through consumer perception, which is the most important way to link influencer cues to buying behavior. 
Commuter Boarding Management Practices and its Effects on Passenger Experience at Cebu South Bus Terminal, Philippines Keers E. Adolfo; Oudy Francis A. Acedo; Mova M. Alicaway; Gwendolyn G. Anoya; Kristine A. Aratia; Nesta Rudy Marcus P. Flores; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 5 (2026): 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.07.05.24

Abstract

Effective boarding is necessary for the maintenance of order and promoting commuter satisfaction in high-traffic terminals. Long queues and delays remain an ongoing problem at Cebu South Bus Terminal. The effectiveness of boarding management practices and their impact on commuter satisfaction was investigated in this paper. We employed descriptive-correlational design with 511 commuters (18–50 years old) who use the terminal regularly. Data was collected using a structured survey using a five-point Likert scale to evaluate the adoption of boarding practices and passenger satisfaction. All data were summarised in weighted means, and simple linear regression was used to check the relationships between variables. (mean = 3.37) Boarding management practices were rated as Occasionally Observed (with strengths in fairness, announcements, and lane discipline, but weakness in staff availability and boarding time). Passenger experience was equally Occasionally Observed (mean = 3.35) with safety and willingness to recommend rated higher than waiting time and comfort. Results from regression analysis (R = 0.871; R² = 0.759; p < 0.001) confirmed a strong positive relationship between boarding practices and passenger satisfaction and significant effect was also confirmed by coefficient analysis (β = 0.895). Boarding management has a strong prediction of passenger satisfaction: 76% of the variance in the passenger satisfaction. Operational improvements should emphasize staffing, communication, lane discipline, and fairness (supported by standardizing the operations through standardization, training, and real-time monitoring) based on Standard Operating Procedures. Further investigations might focus on technological assistance methods, passenger segmentation, and longitudinal evaluations to assess the effects of interventions.
The Influence of Psychological Triggers, Content Engagement, and Self-Regulation on the Relationship Between Social Media Ads and Impulsive Buying Hannah Nichole V. Gonzales; Ralph Clarence M. Laraga; Niña Fatima Rainy B. Lopez; Mart Francesfil R. Paug; Sol Andrew L. Pegarido; Kyrah Alodia A. Yanson; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 5 (2026): 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.07.05.28

Abstract

Social media advertising has been extensively investigated as an influential factor to consumer behavior, but little research investigates how psychological triggers, content-driven factors, and self-regulation jointly influence impulsive buying. This gap is filled by an exploration of their joint influence. Experimental Design This study was quantitative, descriptive-correlational in nature, and comprised 392 university students in Cebu City, Philippines. An online survey that measured social media ad exposure, psychological triggers, content-driven influence, self-regulation, and impulsive buying was conducted. The reliability test resulted in Cronbach’s alpha of 0.8542. We employed regression analysis to evaluate relationships among variables. Respondents generally agreed with the statements that they were exposed to social media ads (M = 3.59) and practiced self-regulation (M = 3.86), while impulsive buying tendencies were neutral (M = 2.85). Moderately influential factors were psychological triggers (M = 3.22) and content-driven factors (M = 3.36). The multiple regression showed that the influence of psychological triggers and content-driven factors were the most positive with regard to impulsive buying, while self-regulation was negatively correlated. Exposure to social media ads was found to be less strongly, but significantly, positively associated. The full model accounted for 57% of the variance in impulsive buying. Implication is that impulsive purchasing is determined more by persuasive cues and psychological factors than exposure only, and self-regulation is a protective factor. Marketers should drive engagement for content and ethical action, educators and policy makers should promote financial literacy and self-discipline in their purchases to avoid acts of impulse.
Being Young in a Fragmented World: A Literature Review on Stress, Alienation, and the Search for Existential Liberation Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 6 (2026): 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.07.06.22

Abstract

Applying existential philosophy, in relation to Martin Heidegger’s notions of thrownness, fallenness, and authenticity, the framework provides a hermeneutic insight into what it is to be young in a fragmented world. Instead of synthesizing empirical observations or proposing direct explanations, the review is interpretive and attempts to re‑construct the philosophical and academic work on youth stress, alienation and meaning‑making. The discussion confronts stress and alienation not just as developmental or psychological issues but as existential conditions which disclose conflicts between externally induced demands and young people's ability to form an authentic self‑perception. From literature to scholarship, youth as it transpires across periods not just as a mediatory phase but also as a kind of being‑in‑the‑world involving uncertainty, openness, and a struggle over selfhood. Experiences of disconnection and social pressure may remain widespread but this review underscores how practices of reflection, creativity, and responsibility are part of efforts to live more truthfully in splintered social contexts. By conceptualizing the experience of youth under the existential‑ hermeneutic lens the article also aims to provide a conceptual understanding of youth distress that does not become problem‑ orientated or pathologizing, but rather places youth in the center of meaningful becoming under the conditions of contemporary events.
Determinants of Total Deposit Growth in Philippine Banking: A Statistical Study Across Banking Groups Jess Andes; Anne Lorraine L. Abanto; Edward Louie Y. Abejero; Ginesa C. Anticuando; Ira Faye N. Apay; Jella O. Bacatan; Marvin Ian E. Niere; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 6 (2026): 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.07.06.21

Abstract

This paper analyzes the drivers of total deposit growth in the Philippine banking system for years 2014-2024. It considers the joint impact of macro-economic conditions and technology development across the major banking groups. The study utilized a descriptive-correlational design and secondary data were obtained from the Bangko Sentral ng Pilipinas and the Philippine Statistics Authority. The correlation analysis was performed to study the correlation between the macroeconomic and technological variables and the deposit growth. The results show that total deposits are still growing mainly driven by the Universal and Commercial Banks. GDP, GDP per capita, CPI and digital payment adoption are very strongly positively related to deposit growth while PPP is very strongly negatively related showing that nominal deposits grow when purchasing power falls. Of the variables that point to financial technology’s growing importance, digital payments have the highest correlation across banking groups. “There are differences between bank types. Larger banks are more sensitive to macroeconomic and technological factors. The findings show that economic performance and digital transformation have a significant relationship with the growth of deposits in the Philippine banking industry. Macro-economic stability is the structural basis for deposit mobilization. But the biggest innovation related to the growth of deposits of financial inclusion and expansion of deposits is digital innovation. The results suggest that policymakers and financial institutions could consider integrated approaches to improve economic fundamentals, while encouraging digital financial infrastructure to facilitate the development of the banking sector.
Internship Factors and Career Path Clarity: The Role of Organizational Context and Career Decidedness John Kirby Z. Añonuevo Añonuevo; Shaira Shayne L. Ybañez; Jariene Fibelle Mae T. Alonzo; Kylens D. Bajade; Noriella P. Gereña; Jannah Carmelle B. Cabal; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 6 (2026): 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.07.06.23

Abstract

This study was conducted to examine the relationship between variables related to internship and clarity of career path among university students who completed On-the-Job Training (OJT). Data were collected using a quantitative descriptive-correlational design for 149 participants in six constructs: internship experience, work environment, personal impact, company size and structure, career decidedness, and career clarity. We used descriptive statistics, Spearman’s correlation and multiple regression analyses. The findings revealed that internship experience, work environment and personal impact were all significantly associated with career clarity, with personal impact having the strongest association. However, only company size and structure and career decidedness were significant predictors in the regression model. The results underscore the importance of organizational context and the clarity of prior career in affecting students’ career development. The findings indicate that well-structured internship opportunities, positive work environments and effective matching between students and host organizations can lead to better career clarity and employability outcomes. Future research may address limitations by employing longitudinal designs and broader institutional contexts.
From Data to Awakening: A Seven-Level Typology for Transformative Research Aligned with the United Nations Sustainable Development Goals Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 4 (2026): 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.07.04.21

Abstract

This paper presents a seven-level typology of research results (descriptive, interpretative, prescriptive, reflective, generative, transformative, meta-transformative) so that we can understand scholarly depth and impact. Fluid and interdependent, these levels guide research from observation to social change. Inspired by the ambitious goals of the United Nations Sustainable Development Goals, this typology suggests that research has to go beyond technical rigor to a higher ethical and human level. It is a way to question the level of evidence and conceptual depth that is necessary for researchers to bring data to life and to help them to view research as a pathway to creating a just, inclusive society for a sustainable planet. In sustainability, education, and health, research is transforming from something that is just to be right and just to be good as well as transformative. If one wants to frame inquiry as a recursive and sacred activity, then in this model it also creates the notion that research can reveal truths, empower communities and open up new opportunities in every field and culture and it is how research is to illuminate truths and to inspire communities and new possibilities in disciplines and cultures.
Online Fraud Risk and Its Impact on Student Trust in Digital Financial Services Kathleen Grace M. Lauron; Brigette Rose E. Malinao; Chris James T. Detecio; Edward Louie Y. Abejero; Patricia Andrea A. Genon; Paulino Jr. F. Abarquez; Ryan B. Malubay; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 4 (2026): 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.07.04.25

Abstract

In this study we have investigated the impact of digital financial risk perception on customer trust in digital financial services on students at a university in Cebu City of the Philippines. As people increasingly depend on e-wallets and mobile banking to transact daily business, it is important to learn how fraud awareness influences their trust. We have used a quantitative correlational design and conducted a Likert scale survey on 310 students. The Likert scale is not too reliable (Cronbach’s α = 0.778) but students found online fraud to be a serious and growing problem (M = 3.37). However, they trusted digital financial services (M = 2.92). Simple linear regression revealed that perceived online fraud risk is not a strong predictor of customer trust (R² = 0.003 and p = 0.34), indicating that fraud awareness is not responsible for all the variation in trust. These results suggest that students are more trusting in functional trust (convenience, usability and platform performance) than in perceived safety. Despite high-risk awareness, students continue to use digital financial services because those services are essential to daily life. This finding indicates that service providers need to better serve the customers when it comes to platform reliability, user experience and customer support as these properties seem to be more important in maintaining trust than perceived fraud risk. Future research should also look at user satisfaction, digital literacy and actual fraud experience and longitudinal design to track how trust changes with changing digital practices.
The Influence of Influencer Marketing Exposure and Parasocial Relationships on Impulse Buying Tendencies Mary Rose D. Lastimosa; James Roeberl B. Monton; Monic Lei F. Quimbo; Lorence David D. Descartin; Nhilven Joice Y. Sabellano; Dominique A. Selma; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 7 (2026): 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.07.07.05

Abstract

Influencer marketing is a popular form of social media advertising, and it is often targeted toward college students. It was observed that the consumers' purchase behavior was affected by the exposure to the influencer content. But the psychological mechanisms of this relationship, especially parasocial relationships, are still poorly understood. The study used a descriptive-correlational design to determine the relationship of influencer marketing exposure, parasocial relationships and impulse-buying tendencies of 412 university students in Cebu City. Data were collected using a structured survey involving Likert scale questions and analysed using regression techniques. The results showed that participants have a high level of exposure to influencer marketing (M = 3.66, Agree), weak parasocial relationships (M = 2.76, Neutral) and low impulse buying tendencies (M = 2.47, Disagree). Students considered themselves as careful consumers with low impulsive tendencies, but these descriptive findings did not exclude the possibility of behavioral susceptibility. Results of the regression analysis revealed that exposure to influencer marketing was a significant predictor of impulse buying tendencies (R^2 =.12, p < .001) and parasocial relationship strength (R^2 =.11, p < .001). The results show that exposure and parasocial relationships significantly predict impulse buying tendencies. The results suggest that mild low self-reported impulsivity is statistically related to higher tendencies for impulsive buying when perceived familiarity with the influencers is taken together with exposure. The findings reveal the complex but positive effect of influencer marketing on consumer behavior and the importance of ethical marketing, media literacy programs, and transparency in sponsorship disclosures. 
The Influence of the US Dollar-Philippine Peso Exchange Rate Fluctuations to Inflation Rates, and GDP Anne Lorraine L. Abanto; Harvey E. Destura; Edrich Nigel A. Georsua; Hafsah D. Macaurao; Honey Niez; Ivy Paulen S. Pelonio; Lalaine O. Narsico; Peter G. Narsico
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 7 (2026): 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.07.07.29

Abstract

The study aims to analyse the empirical relationship between USD/PHP exchange rate, headline inflation and real GDP growth in the Philippines from 2010 - 2024. We utilized secondary data from Bangko Sentral ng Pilipinas (BSP) and Philippine Statistics Authority (PSA) and employed descriptive statistics and bivariate linear regression models as an empirical baseline. The results show a baseline of systematic peso depreciation and stable inflation with supply-driven spikes in 2018 and 2023. The impact of the bilateral exchange rate on the variation of GDP growth is very low (R2 = 0.003) and the impact on inflation is weak and not statistically significant (R2 = 0.152). From this evidence we can say inflation and GDP are far more affected by other factors like food price, energy price and demand at home than exchange rates. Limitations include relatively small sample size and simple modelling approach. Future studies should incorporate more variables and more dynamic methods capturing the interactions between exchange rate, inflation and growth in such a complexity.
Co-Authors Airavelle L. Abellana Anne Lorraine L. Abanto Aubrey Ann R. Castañares Brigette Rose E. Malinao Chris James T. Detecio Dessa Kaye B. Basul Dominique A. Selma Edrich Nigel A. Georsua Edward Louie Y. Abejero Ginesa C. Anticuando Gwendolyn G. Anoya Hafsah D. Macaurao Hannah Nichole V. Gonzales Harvey E. Destura Honey Niez Ira Faye N. Apay Ivy Paulen S. Pelonio James Roeberl B. Monton Jannah Carmelle B. Cabal Jariene Fibelle Mae T. Alonzo Jella O. Bacatan Jess Andes John Kirby Z. Añonuevo Añonuevo Joseph P. Barbadillo Julia Fernanda S. Ceniza Kathleen Grace M. Lauron Keers E. Adolfo Kristine A. Aratia Kylens D. Bajade Kyrah Alodia A. Yanson Lalaine O. Narsico Lorence David D. Descartin Mart Francesfil R. Paug Marvin Ian E. Niere Mary Rose D. Lastimosa Monic Lei F. Quimbo Mova M. Alicaway Neil A. Dela Cruz Nesta Rudy Marcus P. Flores Nhilven Joice Y. Sabellano Niña Fatima Rainy B. Lopez Noriella P. Gereña Oudy Francis A. Acedo Patricia Andrea A. Genon Paulino Jr. F. Abarquez Ralph Clarence M. Laraga Ryan B. Malubay Shaira Shayne L. Ybañez Sol Andrew L. Pegarido