IDEAS home Printed from https://ideas.repec.org/a/alk/jbms00/v4y2022i1id2560.html

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

Author

Listed:
  • Jiro Miguel Garbes

    (University of Santo Tomas, Philippines)

  • Don Carlo Harnecillo

    (University of Santo Tomas, Philippines)

  • Celine Almira Yu

    (University of Santo Tomas, Philippines)

  • Earl Pantoja

    (University of Santo Tomas, Philippines)

Abstract

Subscription-based Video-on-Demand streaming services (SVODs) are popular hits nowadays on the online platform. The success of these SVODs is indeed dependent on consumer acceptance; however, the preference of the latter might vary. This study focused on targeting the millennials, as they are the biggest consumers of SVODs, by looking at Facebook advertisements, social pressure, consumer attitude, and purchase intention as the driving variables. This study included 196 respondents gathered through convenience sampling and was statistically processed through a linear regression to help determine the significance between variables contributing to a consumer’s purchase intention of SVODs. Results show that social pressure and attitude significantly affect millennials' purchase intentions for SVODs in Central Luzon. Thus, the researchers recommend that SVOD companies develop Facebook advertisement content that is vigilant of their consumers' preferences, such as eliciting an attitude and social pressure. This study also suggests different strategies to capture millennials in Central Luzon further.

Suggested Citation

  • Jiro Miguel Garbes & Don Carlo Harnecillo & Celine Almira Yu & Earl Pantoja, 2022. "The Effectiveness of Facebook Advertisements of Subscription-based Video-On-Demand Streaming Services to Filipino Millennials," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 4(1), pages 01-07, January.
    • Handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2560
    DOI: 10.32996/jbms.2022.4.1.1
    as

    Download full text from publisher

    File URL: https://al-kindipublisher.com/index.php/jbms/article/view/2560
    File Function: Abstract page
    Download Restriction: no
    File URL: https://al-kindipublisher.com/index.php/jbms/article/download/2560/2337
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.32996/jbms.2022.4.1.1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2560. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Al-Kindi Center for Research and Development (email available below). General contact details of provider: https://al-kindipublisher.com/index.php/jbms .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.