“Into the Eyes of Generation Z”: An Assessment of Social Media Influencers vs Celebrity Endorsers as Mediating Element in the Success of Advertising Campaigns: Inputs for Effective Digital Marketing

21 March 2024
Lyceum of the Philippines University Manila
SDGs: 12, 17, 8, 9

Authors: Krischelle R. Fabriga, Dwight Nicolas M. Cortez, and Vergel T. Golloso Allan Calderon Issue: 2021-2022 Abstract: This study employs a non-experimental descriptive research design with a comparative approach to the assessment of social media influencer and celebrity endorser as an advertising tools used by the companies, brands and business.

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THE MODERATING ROLE OF SELECTED SOCIAL MEDIA PLATFORMS AND THE IMPACT OF SOCIAL MEDIA MARKETING TO THE BUYING BEHAVIORS OF SENIOR HIGH SCHOOL STUDENTS IN INTRAMUROS, MANILA

21 March 2024
Lyceum of the Philippines University Manila
SDGs: 12, 17, 9

Authors: Rizanne Gabrielle A. Cepe, Arriane Kristine P. Cruz, Vernice Jiane D. Macunan, and Neil T. Awit Issue: 2021-2022 Abstract: The study’s purpose was to get a deeper understanding of The Moderating Role of Selected Social Media Platforms and the Impact of Social Media Marketing on the Buying Behaviors…

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Analyzing the Consumer Preferences of Multi-Generational Market Segments in Using Mobile App Food Delivery Services

21 March 2024
Lyceum of the Philippines University Manila
SDGs: 12, 17, 2, 9

Authors: Shainadene  Agregado, Graciel De Pedro, Mikkaella Tiro, Emmanuel Dotong, and Al Jason Gallardo Issue: 2020-2021 Abstract: Mobile food delivery applications are one of the most popular platforms by consumers when it comes to purchasing food around the world due to the speed, accessibility, reliability, and convenience it provides to…

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Business Research Methods and Techniques Entitled: The Challenges and Benefits of Digitization in Micro Food Enterprises in the City of Manila 

21 March 2024
Lyceum of the Philippines University Manila
SDGs: 12, 17, 2, 8, 9

Authors: Julia T. Pearce, Ma. Genelyn S. Peralta, Querrie A. Sapallo, and Sheena Queen P. Peñafiel Issue: 2021-2022 Abstract: The whole world was affected on the unexpected global outbreak. Most businesses are clueless in how they will be able to recover from all the loss. This leads the businesses to…

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