Influence of content marketing appeals on attitude and purchase intention of Caviteños towards the fast food industry / by Christine Mae P. Bale, Sean Fernan S. Columna, Princess Jecel P. Verbo and Vincent D. Zaragoza.
Material type: TextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2022.Description: xiii, 78 pages : illustrations ; 28 cmContent type:- text
- unmediated
- volume
- 658.8 B19 2022
- College of Economics, Management and Development Studies (CEMDS).
Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
---|---|---|---|---|---|---|---|---|---|
Theses / Manuscripts | Ladislao N. Diwa Memorial Library Theses Section | Non-fiction | 658.8 B19 2022 (Browse shelf(Opens below)) | Link to resource | Room use only | T-9231 | 00083608 |
Thesis (Bachelor of Science in Business Management major in Marketing Management) Cavite State University.
Includes bibliographical references.
College of Economics, Management and Development Studies (CEMDS).
BALE, CHRISTINE MAE P., COLUMNA, SEAN FERNAN S., VERBO, PRINCESS JECEL P., ZARAGOZA, VINCENT D. Influence of Content Marketing Appeals on Attitude and Purchase Intention Of Caviteños Towards The Fast Food Industry. Undergraduate Thesis. Bachelor of Science in Business Management Major in Marketing Management. Cavite State University, Indang Cavite, August 2022. Adviser: Ms. Tania Marie P. Melo
Marketing transcends the shifting of traditional to online platforms. More and more enterprises begin to engage online through content marketing and as an industry forecasted to have a steady growth in the future, the fast-food industry copes up with this trend. Fast food companies use content marketing appeals to influence consumers' attitudes and purchase intentions. This study therefore focused on analyzing the influence of video and infographic contents, as well as rational and emotional appeals on the attitude (in terms of brand trust and brand affection) and purchase intention of Caviteños towards the fast-food industry. Data were collected through an online survey with residents of selected cities in Cavite, of ages 18-59, who have never availed products of Army Navy and Subway. Responses were then examined using frequency, percentage, weighted mean, and analysis of variance (ANOVA), and it is discovered after a careful analysis that video and infographic contents, as well as rational and emotional appeals positively affects attitude and prompts high purchase intention. Moreover, it is concluded that there is a significant difference in the attitude and purchase intention of participants as influenced by content marketing appeals when grouped according to their gross monthly income, while there is no significant difference in the attitude and purchase intention of participants as influenced by content marketing appeals when grouped according to their age and sex.
Submitted to the University Library 11/08/2022 T-9231