Garson, Fatima Z. <br/><br/>
Electronic word-of-mouth:   influence on the attitude and purchase intention of mobiegoers in Cavite / 
Fatima Z. Garson. 
 - Indang, Cavite :  Cavite State University- Main Campus,  2018. 
 - xiii,61 pages :   illustrations ;  28   cm. 
<br/><br/> Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University. 
<br/><br/>Includes bibliographical references. 
<br/><br/>College of Economics, Management and Development Studies (CEMDS), Department of Management  College of Economics, Management and Development Studies (CEMDS), Department of Management 
<br/><br/> GARSON, FATIMA Z., GUYAMIN, LUCKY CEDRICK D., SALTING, JOHN PATRICK S. Electronic Word-of-Mouth: Influence on the Attitude and Purchase Intention of Moviegoers in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. June 2018. Adviser: Ms. Danikka A. Cubillo. <br/>The study was conducted from January to March 2018 in the province of Cavite, to determine the influence of electronic word-of-mouth on the attitude and purchase intention of moviegoers. Specifically, the study aimed to: (a) describe the socio-demographic profile of moviegoers and their social media habits; (b) determine the attitude and purchase intention of moviegoers towards movies as influenced by electronic word-of-mouth; (c) ascertain the significant difference on the attitude and purchase intention of moviegoers as influenced by electronic word-of-mouth when grouped according to their profile; and (d) assess the relationship between the attitude and the perceived influence of electronic word-of-mouth on the purchase intention of moviegoers in Cavite. Descriptive and correlation research design was employed through the use of online survey questionnaire and quota sampling was used as sampling technique in the study. The participants of the study were 600 moviegoers from the province of Cavite. Frequency count, percentage, mean, and standard deviation were- used in presenting the socio-demographic profile of the participants and their social media habits. Likert scale was used to determine the attitude and purchase intention of moviegoers, and Kruskal-Wallis test and Spearman's rank correlation coefficient were also used in the study. Majority of moviegoers in Cavite were female, ages were between 18 to 23 years old. Most of them were single and in college level. For their social media habits, they mostly visit Facebook with a frequency of 1 to 6 times, within I to 5 hours a day. Generally the participants had a favorable attitude and high purchase intention towards movies as influenced by electronic word-of-mouth. Moreover, results found out that there is a significant difference on the attitude of moviegoers when grouped according to their age and there is a highly significant difference when grouped according to their educational attainment, while their attitude has no significant difference when grouped according to their sex and civil status. Results also found out that there is a highly significant difference on the purchase intention of moviegoers when grouped according to their sex, while their purchase intention has no significant difference when grouped according to their age, civil status, and educational attainment. Lastly, there is a significant relationship between the attitude and the perceived influence of electronic word-of-mouth on the purchase intention of moviegoers in Cavite.<br/> 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Word-of-mouth advertising<br/>Internet marketing<br/>Motion picture
<br/><br/><label>Dewey Class. No.: </label>658.872   / G19 2018