This descriptive-correlational study which involved survey among 278 participants and investigated how Filipino millennials think, feel, and behave toward mobile service providers’ brand image and advertising initiatives. Filipino millennials believe that advertising can influence their brand preference and choice. Aside from the satisfaction of network coverage and quality, this generation strongly believes that advertising can influence the loyalty of subscribers. Overall, the respondents are satisfied with the current mobile service providers’ advertising initiatives and information dissemination and believe that the mobile service provider advertising initiatives can influence the loyalty as customers. There is a significant difference among the Filipino millennials’ overall perspectives on advertising initiatives of mobile service providers (0.851
millennials, consumer behavior, motivations, telecommunications, psychographic profile
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Cite this article:
Rivera, G.A. (2021). Filipino millennials motivational behavior toward mobile service providers and its brand advertising. International Journal of Academe and Industry Research. 2(4), 30-52. https://doi.org/10.53378/352080
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