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
Gino Antonio A. Rivera III. Instructor, Far Eastern University, Manila
Adobo Magazine. (2015). Demystifying millennials: 6 insights to help you get a selfie with this generation. Retrieved July 1, 2015, from http://www.adobomagazine.com/philippine-news/demystifying-millennials-6-insights-help-you-get-selfie-generation
Arangkada Philippines (2016). Arangkada Philippines 2016: A business perspective. Retrieved from http://www.investphilippines.info/arangkada/wp-content/uploads/2011/06/13.-Part-3-Seven-Big-Winner-Sectors-Infrastructure-Telecommunications.pdf
Beers, B. (2021). What Is the Telecommunications Sector? Investopedia. Available online at: http://www.investopedia.com/
Chapeyama, P. (2017). Unearthing Africa’s Telecoms Sector Growth Potential. Newsday Newspaper. Zimbabwe. Retrieved from https://www.newsday.co.zw/. [accessed 11/09/17]
Galla, P. (2016). The problem of #phinternet: How can President Duterte make Philippine telecommunications faster, more reliable, cheaper, and more accessible across the country? Retrieved from http://www.democracy.net.ph
Genio, G. (2016, June). Globe briefing. Raffles Hotel, Makati City.
Jun, S, Park, D. (2016). Consumer information search behavior and purchasing decisions: Empirical evidence from Korea. Technological Forecasting and Social Change. Vol. 107, Pages 97-111. DOI: https://doi.org/10.1016/j.techfore.2016.03.021.
Leblanc, W, Gensler, A. (2018). Understanding the preferences of millennials: implications for Chicago’s suburbs. Illinois Municipal Policy Journal, 2018, Vol. 3, No. 1, 1-16
Le, Thi Mai, and Shu-Yi Liaw. (2017). Effects of Pros and Cons of Applying Big Data Analytics to Consumers’ Responses in an E-commerce Context. Sustainability 9: 1–19.
Mirandilla-Santos, M. (2016). Philippine broadband: A policy brief. Arangkada Philippines- Policy Briefs and Policy Notes. Retrieved from http://www.investphilippines.info/
Musingarimi, H., Nyagadza, B., & Vingirayi, I. (2020). Corporate Rebranding Strategies Effect on Telecommunications Zimbabwean Company Brand Performance. International Journal of Economics, Commerce and Management, 8(1), 218-233.
National Association of Realtors. (2018). Homebuyer and seller generational trends report. Retrieved from https://www.nar.realtor/
Nielsen. (2015). Global generational lifestyle. Retrieved from http://www.nielsen.com/
Nielsen. (2016). What people watch, what people buy. Nielsen.com. Retrieved from http://www.nielsen.com/ph/en.html
Nhundu, N. (2017). Is Infrastructure Sharing a Game Changer in Zimbabwe Telecoms? 9-10 Retrieved from https://www.competition.org.za/
Rahmoun, M. (2020). Factors affecting customer behavior in telecommunication industry, International Journal of Research in Business and Social Science (2147-4478) 9(2):133-138
Ranger, S. (2020). What is the IoT? Everything you need to know about the Internet of Things right now. Part of a Zdnet Special Feature: 5g: What It Means For IoT.
Rappler. (2015). Millennials in PH ‘more ambitious’ – survey. Retrieved June 18, 2015 from http://www.rappler.com/business/jobs/96744-deloitte-millennials-survey-2015
Rogers, A. (2015). Global Telecom Companies Are Growing Rapidly in 2015. Retrieved from http://marketrealist.com/2015/07/global-telecom-companies-growing-rapidly-2015/
Salasuo, M., & Poikolainen, J. (2016). From local cliques to subcultures and late modern youth interpretations of young people’s group behavior in Finnish youth research. In T. Hoikkala & M. Karjalainen (Eds.), Finnish youth research anthology 1999–2014 (pp. 565-584). Helsinki: Finnish Youth Research Network Publications 172.
Schawbel, D. (2015). Forbes/Entrepreneurs, 10 New Findings about the Millennial Consumer. Retrieved from http://www.forbes.com/
Sharif, S.H. (2016). The Role of Telecommunication over the Economic Development of Bangladesh. International Journal of Social Science and Humanities Research (IJSSHR). 4 (3) 307-315
Stewart, J. S., Oliver, E. G., Cravens, K. S., & Oishi, S. (2017). Managing Millennials: Embracing generational differences. Business Horizons, 60, 45-54.
Torres-Tupas, T. (2017). CA affirms PLDT, Globe buyout deal of SMC’s telco assets. Business.inquirer.net. Retrieved from http://business.inquirer.net/239099/ca-affirms-pldt-globebuyout-deal-of-smcs-telco-assets
Turner.com (2016). Turner Research Shares Key Insights on Plurals and Millennials’ Media Consumption and Consumer Behavior during Thought Leadership in New York. Retrieved from: http://www.turner.com/pressroom/turner-research-shares-key-insights-plurals-and-millennials%E2%80%99-media-consumption.
Twin, A. (2021). Internet Service Provider (ISP). Business Essentials. Available online at: http://www.investopedia.com
Vaidya, S, Ambad, P, and Sathosh, B. (2018). Industry 4.0—A Glimpse. Procedia Manufacturing 20: 233–38.
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
License:
This work is licensed under a Creative Commons Attribution (CC BY 4.0) International License.
