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The Effect of Video Advertisement on Purchase Intentions among Senior High School Students

Author

Listed:
  • Angel Lycca F. Balubar.

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City)

  • Nikki Jane L. Adaptar.

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City)

  • Clint B. Mananday.

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City)

  • Saadani D. Palao.

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City)

  • Saadani D. Palao.

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City)

  • Tracy Alexandra C. Dalana.

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City)

  • Kenneth A. Pondang

    (Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City)

Abstract

The credibility of video advertisements influences consumers’ purchase intentions, particularly in the context of social media, online shopping, and perceived risk. This study aimed to examine the relationship between video advertisement characteristics and purchase intentions among Senior High School Accountancy, Business, and Management (ABM) students. Employing a descriptive-correlational research design, data were collected from 300 respondents using validated questionnaires. Results indicated a weak but significant positive relationship between well-designed video advertisements and purchase intention, highlighting the importance of engagement, message clarity, and emotional appeal. These findings suggest that marketers should refine video advertisement strategies by focusing on compelling content, strategic placement, and audience engagement. Future studies should adopt a mixed-method approach to gain deeper insights into consumer perceptions and motivations behind purchase decisions.

Suggested Citation

  • Angel Lycca F. Balubar. & Nikki Jane L. Adaptar. & Clint B. Mananday. & Saadani D. Palao. & Saadani D. Palao. & Tracy Alexandra C. Dalana. & Kenneth A. Pondang, 2025. "The Effect of Video Advertisement on Purchase Intentions among Senior High School Students," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(2), pages 2721-2737, February.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-2:p:2721-2737
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    References listed on IDEAS

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