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User generated content : influence on brand image and choice of smartphones among millenials in Cavite / by Jericho M. Garalde.

By:

Garalde, Jericho M [author]

Contributor(s):

Cubillo, Danikka A [adviser]

Material type: Text

TextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2019.Description: xiii, 72 pages : illustrations ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

DDC classification:

658.8 G16 2019

Online resources:

Click here to view the Abstract and Table of Contents

Production credits:

College of Economics, Management, and Development Studies (CEMDS).

Abstract: GARALDE, JERICHO M. User Generated Content: Influence on Brand Image and Choice of Smartphones Among Millennials in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. College of Economics, Management and Development Studies, Cavite State University, Indang Cavite. June 2019. Adviser: Ms. Danikka A. Cubillo. User-generated content (UCC) refers to the content not created by brand, but by the people. It has various forms such as: text, pictures, or videos. It can be in a form of reviews, forum, posts, testimonials, blog posts, question and answer forums, social media posts, wiki's case studies and UGC videos (Pitt, Kietzmann, and McCarthy, 2015). However, though there are lots of studies covering UGCs' connection with brand image, limited probation on choice distinctly smartphones still remain undetermined. Therefore, this study aims to investigate UGC in terms of its relevance with brand image and choice of smartphones among millennials. Specifically, it aimed to determine the following: (1) socio-demographic profile of millennials in Cavite in terms of age, sex, civil status, educational attainment, and occupational status; (2) the assessment of millennials among published UGCs; (3) the assessment on the engagement of millennials among published UGCs; (4) the influence of IJGC on millennials' choice in terms of smartphone; (5) the comparison between level of engagement among millennials when grouped according to their profile; (6) the comparison between the perceived brand image as influenced by UGC among millennials when grouped according to their profile; (7) the comparison between choices of smartphones as influenced by UGC among millennials when grouped according to their profile; and (8) the assessment on the relationship between brand image and choice of smartphones among millennials in Cavite.The study used descriptive, correlational, and comparative research design. Non-proportional quota sampling technique was used to identify the participants of the study. Online survey questionnaire serves as the basic tools in gathering data.

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Holdings ( 1 )
Title notes ( 5 )

Holdings
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 G16 2019 (Browse shelf(Opens below))		Link to resource	Room use only	T-8297		00081271

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).

GARALDE, JERICHO M. User Generated Content: Influence on Brand Image and Choice of Smartphones Among Millennials in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. College of Economics, Management and Development Studies, Cavite State University, Indang Cavite. June 2019. Adviser: Ms. Danikka A. Cubillo.
User-generated content (UCC) refers to the content not created by brand, but by the people. It has various forms such as: text, pictures, or videos. It can be in a form of reviews, forum, posts, testimonials, blog posts, question and answer forums, social media posts, wiki's case studies and UGC videos (Pitt, Kietzmann, and McCarthy, 2015). However, though there are lots of studies covering UGCs' connection with brand image, limited probation on choice distinctly smartphones still remain undetermined. Therefore, this study aims to investigate UGC in terms of its relevance with brand image and choice of smartphones among millennials. Specifically, it aimed to determine the following: (1) socio-demographic profile of millennials in Cavite in terms of age, sex, civil status, educational attainment, and occupational status; (2) the assessment of millennials among published UGCs; (3) the assessment on the engagement of millennials among published UGCs; (4) the influence of IJGC on millennials' choice in terms of smartphone; (5) the comparison between level of engagement among millennials when grouped according to their profile; (6) the comparison between the perceived brand image as influenced by UGC among millennials when grouped according to their profile; (7) the comparison between choices of smartphones as influenced by UGC among millennials when grouped according to their profile; and (8) the assessment on the relationship between brand image and choice of smartphones among millennials in Cavite.The study used descriptive, correlational, and comparative research design. Non-proportional quota sampling technique was used to identify the participants of the study. Online survey questionnaire serves as the basic tools in gathering data.

Submitted to the University Library 07/10/2019 T-8297