Date of Publication

5-11-2020

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Claro Gañac

Defense Panel Chair

Benison Cu

Defense Panel Member

Rayan Dui
Warren Go

Abstract/Summary

The purpose of this research is to find out the difference of advertising effectiveness between traditional and digital media. Further, to investigate if the presence of an influencer or a celebrity in an advertisement would have a significant effect towards consumer’s buying behavior. The end goal of the study is to measure its direct effects on local cosmetic purchase intent among consumers. Assessment of reliability for each item was done by checking the factor loadings, if values are greater than 0.7. Further, the study seeks to unravel the relationship among each using path analysis.

The conceptual framework adopts the theoretical model of Hierarchy of Effects by Lavidge and Steiner and the Ohanian’s Source Credibility model. This study used random sampling in order to select 300 respondents, 150 online respondents who uses traditional medium and 150 on ground respondents who uses digital medium, separately. Thus, the target age group of 15-60 residing in Metro Manila who frequently buys local cosmetic brands of their own preference. Moreover, in the overall operational framework, the researcher built in and measured advertising effectiveness, namely, cognitive, affective and conative factors from both traditional and digital media (with p- values ≤ 0.05). Thus, it shows that the level of knowledge of consumers who sees an advertisement may it be print, TV, radio or in social media simply has the same effect.

Furthermore, source credibility did not significantly affect the buying behavior of consumers leading to purchase intention (with p-value ≤ 0.01). The study suggests that marketers should exert more efforts in developing advertising strategies through social media because it has higher reach. This study shows that advertising has an effect on the decision and purchasing power of consumers. Thus, the study paves the way for further research focusing on advertising effectiveness.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Cosmetics—Marketing; Cosmetics—Internet marketing

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Embargo Period

8-14-2022

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