The Effectiveness of Digital Marketing on the Consuming Behavior in the Philippine Market

3M1 - MM5718
CHU, MARDENZEL C.
ALANES, AERONN DANE A.
CO, EMMANUEL GERARD C.
MAGBANUA, VINCENT C.

Research Advisor
Assoc. Prof. Mary Caroline N. Castaño, PhD
Three Latest Trends in Marketing:
● Conversational Marketing
Chatbots and voice assistants are used to communicate with users and have conversations with
brands. It's also utilized frequently in online marketing campaigns, with click-to-messenger being
one of the most popular paid advertising options. Conversational marketing relies heavily on
artificial intelligence and machine learning.
● Highly Personalized Content Experience
Following the Covid-19 pandemic, lockdowns, and increasingly virtual living, highly personalized
content is more popular than ever. According to Hubspot research, 74% of internet consumers
are annoyed by content that appears to have nothing to do with their interests. Experts think that
society has become practically "immune" to material as a result of so much time spent on
devices consuming content during the 2020 lockdowns.
● Influencer Marketing
It's similar to celebrity endorsements in that brands use social media sites like TikTok and
Instagram to promote their marketing initiatives. It's not a new style, but it's acquired a lot of
attention in recent years due to its simplicity. Influencers (including micro-influencers) create
material in which they interact with a company, whether by utilizing one of its products or
services, or by interacting with its workers.

Three Latest Issues in Marketing:

● Inability to Adapt to New Trends
In the realm of digital marketing, failure to adapt is death. The Google search algorithm is
updated on a weekly basis. What's trending on social media today will be outdated tomorrow.
So it is important to adapt to new trends in order to formulate new strategies.
● No Alignment with Buyer Personas
Most businesses today, especially local enterprises assume they know who their target market
is, but not everything in their marketing approach is tailored to their expected audience. In
marketing it is important to align your promotions to your target demographic.
● Lack of Time and Research
Business owners often slack off on marketing promotions and instead rush their marketing
efforts and research which in turn result in poor marketing strategies and results.
Research Problems found on Common Journals:
● Change in Buying Behavior of Gen X and Gen Y Consumers towards Eco-friendly
products
● Adaptation of Millennial and Boomer Generation to E-Commerce
● Content Creators and Social Media Influence on Consumer Purchasing Decision
● Internet Advertising Impact on Consumer Behaviour

Journal Synthesis

Title Source Page 1

A Review and Framework for
Thinking about the Drivers of
Prosocial Consumer Behavior Framework for Thinking
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Rishad Habib, and Darren W.
Dahl
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How to Shift Consumer White, K., Habib, R., &

Behaviors to be More
Sustainable: A Literature
Review and Guiding
Framework
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Study by: Katherine White,
Rishad Habib, and David
Hardisty
Hardisty, D. J. (2019). How to
SHIFT Consumer Behaviors
to be More Sustainable: A
Literature Review and
Guiding Framework. Journal
of Marketing, 83(3), 22–49.
https://doi.org/10.1177/00222
42919825649
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Review of Physiological and
Neuroscientific Methods to
Investigate Consumer
Behavior
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Study by: Lynne Bell, Julia
Vogt, Cesco Willemse, Tim
Routledge, Laurie T. Butler
and Michiko Sakaki
Service quality and attitudinal
loyalty: Consumers’
perception of two major
telecommunication
companies in Oman
Year: 2018
Study by: Rakesh Belwal and
Mohannad Amireh
Bell, L., Vogt, J., Willemse,
C., Routledge, T., Butler, L.
T., & Sakaki, M. (2018).
Beyond Self-Report: A
Review of Physiological and
Neuroscientific Methods to
Investigate Consumer
Behavior. Frontiers in
Psychology, 9.
https://doi.org/10.3389/fpsyg.
2018.01655
Belwal, R., & Amireh, M.
(2018). Service quality and
attitudinal loyalty:
Consumers’ perception of two
major telecommunication
companies in Oman. Arab
Economic and Business
Journal, 13(2), 197–208.
https://doi.org/10.1016/j.aebj.
2018.11.003
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digital natives
Year: 2018
Study by: Kelly McKnight
Customer Perception of
Service Quality, Price
Fairness and Brand-image of
Telecommunication Service
Providers in Ghana and Its
Impact on Customer
Satisfaction and Loyalty
Year: 2021
Study by: Emmanuel
Sampson Ansah
Understanding Emotions and
their Role in the Design
of Products: An Integrative
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Study by: Gaurav Vaidya,
Pratul Ch Kalita
McKnight, K. (2018). The first
generation of true digital
natives. Research World,
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Satisfaction and Loyalty.
(2021). Journal of Marketing
and Consumer Research.
https://doi.org/10.7176/jmcr/7
5-02
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(2021). Understanding
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021.08.34.3.5
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consumer behavior: A
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consumer decision-making
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Jiang, Aylar Pour
Mohammad, Cassandra
Galina, T., Urkmez, T., & Ralf,
W. (2018). Cross-Cultural
Variations in Consumer
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of International Studies.
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of Economics and Business,
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18-0012
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Ahmad. (2020). Impact of
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Perspective. International
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Business Administration,
VIII(Special Issue 1),
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Mohammad, A., & Davis, C.
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behaviors toward information cview/2041015656?pq-origsit
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of Mobile Shopping x.php/ajis/article/view/2751/1
Application for Generation X 019
and Y

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Gurmeet Singh, and Stephen
Pratt

Generational differences in https://doi.org/10.1108/K-09-2

technology behavior: 019-0598
comparing millennials and
Generation X

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Calvo-Porral and Rogelio
Pesqueira-Sanchez
New areas of research in https://doi.org/10.1080/10696
marketing strategy, consumer 679.2020.1860679
behavior, and marketing
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Factors Affecting Sustainable https://doi.org/10.1080/08961

Consumer Behavior in the 530.2020.1781735
MENA Region: A Systematic
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and Pietro Lanzini

How Financial Constraints https://doi.org/10.1002/jcpy.1

Influence Consumer 074
Behavior: An Integrative
Framework

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Study by: Rebecca Hamilton,

Chiraag Mittal, Anuj Shah,
Debora V. Thompson, and
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A Systematic Review On https://ir.uitm.edu.my/id/eprint
Consumer Behavior toward /49519/1/49519.pdf
Plastic Consumption In Asian
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Year: 2021

Study by: Nur Syafiqah

Khalisah Jallaludin , Nor
Shafieqa Sukarno , Siti Nur
Baiyah Md Nasir , Nur Ain
Isamil, Nur Aishah Amir Shah
, Hanis Nadhirah Mohamat
Sabri and Noorita Mohammad

A Review of Factors Affecting https://www.ijemr.net/DOC/A

Consumer Behavior towards ReviewOfFactorsAffectingCo
Online Shopping nsumerBehaviorTowardsOnli
neShopping.pdf
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consumer behavior
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shopping behavior model
under the prospects of b2c
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Study by:Namita Nath and
Prof. Vipin Jain
Impact of the COVID-19
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Consumer Purchasing
Behavior
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Study by: Shengyu Gu, Beata
Slusarczyk, Sevda Hajizada,
Irina Kovalyova, and Amina
Sakhbieva
https://www.researchgate.net/
profile/Vipin-Jain-13/publicati
on/344606452_THE_LITERA
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TERMINANTS-AND-THE-ON
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https://doi.org/10.3390/jtaer1
6060125
Internet Celebrities’ Impact on https://doi.org/10.3390/jtaer1
Luxury Fashion Impulse 6060136
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Study by: Mingliang Chen,

Zhaohan Xie, Jing Zhang,
and Yingying Li

Responding to Negative https://doi.org/10.3390/jtaer1

Electronic Word of Mouth to 6060109
Improve Purchase Intention

Year: 2021

Study by: Robert Zinko,

Angela Patrick, Christopher P.
Furner, Shalanda Gaines, Mi
Dya Kim, Matthew Negri,
Elsy Orellana, Shelby Torres,
and Carmen Villarreal
Research on the Impact of https://doi.org/10.3390/jtaer1
Online Promotions on 6060131
Consumers’ Impulsive Online
Shopping Intentions

Year: 2021

Study by: Hanyang Luo, Sijia

Cheng, Wanhua Zhou,
Wugang Song, Sumin Yu,
and Xudong Lin

Impulse Buying Behaviors in https://doi.org/10.3390/info12

Live Streaming Commerce 060241
Based on the
Stimulus-Organism-Response
Framework

Year: 2021

Study by: Chao-Hsing Lee

and Chien-Wen Chen
Consumer Trust as the https://doi.org/10.3390/info12
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Year: 2021

Study by: Anas Hidayat, Tony

Wijaya, Asmai Ishak, and
Putra Endi Catyanadika

Online Consumers’ Brain https://doi.org/10.3390/info12

Activities When Purchasing 020056
Second-Hand versus New
Products That Are
Brand-Name or Brand-Less

Year: 2021

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and Fang-Ning Chang
Consumer Ethnocentrism and https://doi.org/10.3390/su140
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Camacho, Patricio Esteban
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Effect of the COVID-19 https://doi.org/10.3390/ijerph1

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Impulse Buying: The
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Year: 2021

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Assessing Antecedents of https://doi.org/10.3390/electro
Behavioral Intention to Use nics10182231
Mobile Technologies in
E-Commerce

Year: 2021

Study by: Anca Antoaneta

Vărzaru, Claudiu George
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Rotea, and Adrian-Florin
Budică-Iacob

Strength of Reference Groups https://doi.org/10.32535/ijabi

to Moderate Online m.v4i2.563
Repurchase Intention on
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