Date of Publication

3-2019

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

Mary Julie Balarbar

Defense Panel Chair

Robert Charles Capistrano

Defense Panel Member

Dave Vincent Mangilet
Rayan Dui

Abstract/Summary

For most cardholders, credit cards is one of the effective ways and tools in purchasing products and services at any time. Credit cardholders also enjoy promotions while spending. Banks partner with establishments to offer discounts and freebies to the credit cardholders to increase card usage. However, according to Euromonitor, credit card transactions recorded much slower growth in 2017, compared to 2016. This is one of the factors why banks offer promotions to encourage cardholders to increase card usage and spending habits. These promotions are seen through different kinds of platforms such as Facebook, Instagram, Twitter, and etc. The study aims to concentrate and answer the research problem how Facebook influence the millennial cardholders to increase credit card usage. The theoretical model used as the basis of the study are related to credit card, credit card usage and social media. The study will also investigate the effects of Credit Card promotions on Facebook and Credit Card usage behavior. The findings shows millennial cardholders are not strongly influenced by Facebook to act on the promotions seen on Facebook but may have the chance to increase card usage with higher promotion awareness. With this, banks may either intensify call to action of credit card promotions on Facebook to increase promo awareness and create clamor for card usage or shift to other social media platform that may be more beneficial to the millennial cardholders and the bank.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007915

Keywords

Credit cards—Internet marketing—Philippines; Credit card holders (Persons)—Philippines; Facebook (Electronic resource)

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Embargo Period

10-11-2022

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