3 research outputs found
Gen Z Attitude and Its Factors towards Social Media Advertisements
No full textWith the radical growth of technology and the Internet of Things, social media sites rose as an essential tool in promoting products and services. The intergenerational cohorts are also rapidly growing in the e-business limelight. Various studies targeted millennial consumers and less on Gen Z. Thus, this paper will determine the factors influencing Gen Z’s attitude towards social media advertisement. The study is descriptive-causal, and to determine the 297 respondents as samples, the stratified sampling technique was used. The findings revealed that perceived usefulness and reliability have a positive effect on Gen Z’s attitude towards social media ads. Word-of-mouth is found to be an insignificant factor. Marketers should consider these results to receive a favorable response in online advertisements.
Impact of Digital Marketing in Purchase Decision and Buying Behaviour of Gen Z
No full textIntroduction: Along with the technological development and radical growth of internet of things, digital marketing also risen as a vital tool in promoting products and services. Understanding the attitude and consumer buying behavior online also rapidly growing in the e-business limelight however, in the Philippine context there were few literatures about Gen Z online buying behavior. The purpose of the study is to determine the impact of digital marketing on the online purchase decision and buying behavior of Filipino Gen Z consumers.
Methods: A survey research method was utilized to collect data from randomly selected 378 Gen Z online shoppers from Polytechnic University of the Philippines. A Pearson-r correlation was used to determine if there was a significant relationship between the variables.
Findings: The results revealed that there were significant relationships between digital marketing and consumer purchase decisions. Consumer Purchase Decision was also affected by social, personal, and psychological factors. The result also revealed that time spent in social media sites does not influence the buying behavior of Gen Z in Pre-purchase, Purchase, and Post-purchase stages.
Originality: The study becomes novel since there were very few studies about digital marketing in developing countries. Furthermore, there are no previous studies examining Filipino Gen Z’s Online Buying Behavior in Purchase Decision Process in Pre-Purchase, Purchase, and Post-purchase stages. This study makes an important contribution to behavioral research in developing countries
Customer Aggression and Organizational Turnover Among Service Employees in Metro Manila, Philippines
No full textThe “Customer is always right” has been the motto of many service organizations for the longest time. It mirrors companies’ commitment to do their utmost best in creating a good customer environment to ensure that customers enjoy quality service. But there are instances that customers can get aggressive in social interactions with service employees. These instances do not only affect the marketing and sales aspect of the organization but can ultimately affect the service employees’ output quality and even prompt them to quit. This paper examined how customer aggression affects turnover intentions of service employees. This looked specifically on the effects of customer aggression on the emotional exhaustion, job satisfaction, and turnover intentions of service employees. Survey data was collected using stratified sampling from 328 service employees of KFC branches around Metro Manila. These data were analyzed using the GLM module in Jamovi. Results showed that customer aggression indeed influences emotional exhaustion and in turn decreases job satisfaction and increases turnover intentions. The mitigating effects of distributive justice on the customer aggression-emotional exhaustion relationship was confirmed. However, the mitigating effect of organizational pride on the job satisfaction turnover intentions relationship has been found to be significantly weak. These findings revealed the importance of having policies that communicate equity and justice, as well as the existence of rewards and recognition programs that can boost employee morale and loyalty
