Explore publications.

This study focuses on evaluating the preferences of stakeholders of a comprehensive higher education institution located in Manila, Philippines, regarding the process of applying for academic records. Onsite application is the traditional process wherein the stakeholders transact personally on campus to request for needed documents. The online system enables remote application of academic records supported by technology. It is marked by the ability to make the application anywhere and anytime, at the convenience of the stakeholder. The study highlights that both the online and onsite modalities have advantages available to stakeholders. Through qualitative and quantitative methodologies, factors influencing the preference of stakeholders are identified. Though the online application is overwhelmingly preferred by the respondents, the onsite application remains relevant. Combining the advantages of both modalities promote convenience on the part of the stakeholders and empowers them to make contextual choices depending on their preferences. Determining the preferences of stakeholders allows the academic institution to tailor-fit services and fine-tune processes to meet, or even exceed, the expectations of stakeholders. The results of the study can be used as a guide by academic institutions on how to improve the various modalities used to provide efficient customer service to stakeholders.

This study examines the impact of social media exposure to promotional discounts on the travel intentions and purchasing behaviours of Millennials and Generation X airline consumers in the National Capital Region (NCR), Philippines, as social media and technology increasingly serve as vital instruments in the airline industry's marketing and promotional sales strategies. Due to the existence of studies on this topic elsewhere, there is a paucity of research and statistics available to reflect the current state of the Philippine aviation business. Considering that airlines are gradually rebounding from the challenges posed by the early pandemic and the tourism business is currently thriving, the researchers found it compelling and recognised the potential for more investigation on this topic. The researchers conducted an analysis of data from 390 respondents using PLS-SEM, revealing that social media exposure does not directly affect travel intentions, although both brand image and promotional discounts do have an influence. Travel intentions serve as significant indicators of purchasing behaviour. Promotional discounts act as an essential intermediary between social media visibility and brand perception regarding travel intentions. These findings underscore the significance of integrating Promotional Discounts into social media and branding efforts to effectively enhance customer Travel Intention. Scholars and researchers may significantly benefit from the conceptual framework and findings of the present study. Additional investigation into the interrelations among the elements may enhance the economic resilience of the tourism and airline industries during a pandemic. The findings indicate that promotional discounts serve as a mediator; therefore, marketers and decision-makers in the tourism sector should explore strategies to enhance their advertising and marketing approaches to boost travel intentions and foster business growth.

Generative Artificial Intelligence (GAI) is continuously transforming the creative industries in the Philippines, particularly in advertising agencies, by generating creative content based on user input. This study explores how GAI impacts creativity in these agencies, focusing on two key areas: the dimensions of creativity (novelty, affectivity, utility, and humor) and the stages of the creative process (preparation, incubation, illumination, and verification). The research aims to understand how GAI can shape the creative workforce in advertising agencies, enhancing rather than replacing human creativity while supporting SDG 9: Industry, Innovation, and Infrastructure. As GAI becomes more integrated into the day-to-day workflows, its influence on idea collaboration and generation is the key area of the study. The researchers used the Partial Least Squares – Structural Equation Modeling (PLS-SEM) and WARP-PLS to analyze the survey data from the insights of industry professionals who use GAI in their creative output. Contrary to the previous research on how GAI shapes the creative process until the verification stage, the study found insufficient support for GAI’s influence on the verification stage of the creative output. GAI does not fundamentally redefine creativity in advertising but instead serves as a tool that streamlines processes and improves certain aspects of ideation. This indicates that the relationship between GAI and creative output is not direct, leading to a new emerging model that explains how the dimensions of creativity mediate the relationship on how GAI influences the creative output of advertising agencies in every stage of the creative process.

This study investigates the impact of Credit Risk Management (CRM) on resilience in non-bank financial institutions (NBFIs) and explores how Customer Relationship Management (CREM) moderates this relationship. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) with data from credit risk managers in the National Capital Region, the study finds that CRM significantly enhances resilience. Moreover, CREM strengthens the impact of credit risk management on resilience, demonstrating a synergistic effect. The findings suggest that NBFIs should integrate CRM and CREM strategies to improve organizational resilience, offering a valuable framework for enhancing stability amidst economic challenges.