Vol. 4 No. 1

Research Article

• The Effectiveness of Facebook Advertisements of Subscription-based Video-On-Demand Streaming Services to Filipino Millennials

  Jiro Miguel Garbes, Don Carlo Harnecillo, Celine Almira Yu, Earl Pantoja

  01-07

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• An Analysis of Gen Z's Electronic Gadgets Purchase Intention in Selected Cities in Metro Manila

  Napolie Joyce Buenafe, Hannah Mae Espedido, Kyle Rainier Samonte, Althea Karmen Vitto

  08-15

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• The use ISO 31000:2018 in Indonesian Fintech Lending Companies: What Can We Learn?

  Franciskus Antonius Alijoyo

  16-22

  • PDF

• Evaluation of Online Markets Considering Trust and Resilience: A Framework for Predicting Customer Behavior in E-Commerce

  Sina E. Charandabi, Omidreza Ghanadiof

  23-33

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• Impact of Advantageous Campaigns on Customer-Brand Relationship Building Through Social Media Marketing

  Sultan AL-Mashrafi, Zaheer Ahmed Khan

  34-41

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• The Effect of Electronic Words of Mouth and the Attributes of Tourism Products on Visiting Interest and Decision

  Nurjamilah Jamilah, Suryanto, Arianis chan

  42-48

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• COVID-19 Vaccine: Enhancement of Stock Buying in Indonesia

  Hartono

  49-56

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• Black Swan Event on JCI Value and Sectoral Index for February-April 2020: Effects of Covid-19 in Indonesian Stock Exchange

  Heni Safitri

  57-63

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• Factors Influencing Consumers’ Preference for Purchasing of Ready to Eat Food Products: A Study in Shahr – e-Now of Kabul City

  Abdul Kafil Bidar, Zabihullah Farkhari

  64-68

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• Analysis on the Finance in Sheqi County Rural Commercial Banks

  Yusen Yang, Guo Xiangyu

  69-75

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• Analyzing Consumer Behavior Towards Luxury Jewelry Brands

  Erika Austria, Alyssa Gabrielle Peralta, Belle Chloe Dacara

  76-90

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• The Role of Administrative Leadership in Supporting Culture of Quality and Excellence Based on Kaqa Excellence Model: An Implementation Study

  Mohammed Nasseef

  91-106

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• Impact of Content Marketing on the Brand Image of Selected Unilever's Personal Care Brands through the Social Media

  Mariel Kathrine Mañosca, Allyssa Kyla Poyaoan, Jake Vitug

  107-114

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• The Impact of Brand Equity of Korean Barbeque Restaurants on Purchase Decision among Generation-Z in Metro Manila

  Rogemar Caldito, Daniel Kyle Candano, Kim Beatrice Diaz

  115-123

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• Effective Digital Marketing Strategies Used by MSMEs in NCR Under New Normal

  Ohle Nychail Santos, Ma. Sophia Santos, Chelzy Divine Dragas, Marie Abigail Posadas

  124-130

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• Perception of Filipino Skincare Product Users on the Effectiveness of Social Media Influencers vs Celebrity Endorsers as Brand Ambassadors

  Rayne Lianne Lim, Mar Zhayvier Rosales, Alliah Therese Salazar, Earl Pantoja

  131-139

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• Purchase Intentions of the Working Gen Y Against Working Gen Z on Online Ads with Informal Language

  Marina Patricia Solidad Taniguchi, Marco Sebastianne S. Ponce, Hanley Therese R. Tan, Darwin L. Borromeo

  140-148

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• Influencing Factors on Mobile Wallet Adoption in the Philippines: Generation X’s Behavioral Intention to Use GCash Services

  Alyssa Cacas, Mariel Bea Alecar Diongson, Glenda Mica Olita

  149-156

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• Translating Hallyu Phenomenon and its Underlying Impact in the Purchasing Intentions of Filipinos

  John Michael Malabanan, Andrei Dela Vega, Leanne Christine Gono, Earl Pantoja, MSA

  157-166

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• A Study on Utilizing Social Media Advertising through “Instagram Aesthetics” to Drive Purchase Intention

  Angelu G. Alcaraz, Graciela Reneé C. Balmori, Jellah Daryl C. Ricalde, Earl Pantoja

  167-178

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• Product Placement in Filipino Films: An approach to Consumer Purchasing Intention

  Camile Candi Ong, Chris Joselle Santiago, Coleen Kirk Verdejo

  179-188

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• Influencer Marketing Factors Affecting Brand Awareness and Brand Image of Start-up Businesses

  Keith Bonus, Jasmin Raghani, John Kenneth Visitacion, Mary Caroline Castaño

  189-202

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• The Influence of Shipping Fees in Customer Purchase Decisions for Online Retailers Residing within the Philippines

  Kent Manapul, Joshua Isidro, Menchie Hernandez, Ronald Fernandez

  203-212

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• Sustainable Marketing: Studying the Effects of Environmental Consciousness and Involvement Degree on Purchasing Behavior of Consumers

  Tricianell Dionela, Abryl Evangelista, Coleen Marie Lansang, Ma. Veronica Urara Sato

  213-221

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• The Impact of Purchasing Intentions on Retail Home Improvements in E-Commerce on Generation Y and Z's Brand Engagement

  Nicole Andrea Bañares, Jazmine Andrea Go, Marc Angelo Nuñez, Derick Paul Taporco

  222-232

• Investigating Human Resource Practices and its Impact on Employee Performance in Selected Banks in the Philippines

  Mylene M. dela Cruz, Alan Y. Cabaluna

  233-256

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• Credible or Reliable Information: What affects Shopper’s Trust and Buying Behavior?

  Antonio Etrata, Jr., Von Jarelle Bandiling, Kurt Peralta, Rean Marvee Relucio

  257-263

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• The Impact of Viral Marketing Collateral on Brand Image: “#KwentongJollibee” Advertisement

  Van Kevin Li, Patricia Alexandria Ongpauco , Janine Therese Rubante

  264-272

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• Contemporary Dynamics of Angel Investment: A Comparative Analysis Between Traditional and IMC Proficient MSMEs of Metro Manila

  MARCO LOUISE BABIERA, BENEDICT CARDENAS JR, BJ MERCADO

  273-293

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• Generation Y and Z Filipino Consumers’ Purchasing Behavior on Electronic Products in Shopee and Lazada

  Frinz Andrey Dulay, Rosemarie Liban, James Russell Rustia, Marjorie Mae Tayag, Mary Caroline Castaño

  294-305

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