Hans Albert German, Katherine Kaye Lindawan, Franchesca Josefine Madrid, Juliana Raj Tingson & Leonardo Cada
AbstractThe emergence of Word-of-Mouth Marketing has been dominating the youth when it comes to choosing product brands. Concerning that, the purchasing habits of Filipino teenagers are heavily influenced by word-of-mouth, and as a result, they have high expectations for the brands of the products they buy. There are instances when word-of-mouth marketing got out of hand, especially when it comes to Filipino youth's perception of which product brand to choose in the market. It was a chance for firms to establish a standard for Filipino youth's consumer and purchasing behavior given the "new normal" circumstances. The researchers sought to find information that provided the causes and effects of the influence of Word-of-Mouth Marketing on a product or brand’s consumers’ interest as well as their purchasing behaviors. The researchers collected relevant and credible sources of evidence to substantiate highlighted issues to analyze the influence of Word-of-Mouth Marketing on its effect on Filipino Youth. Other data gathered consists mostly of Far Eastern University Makati Institute of Accounts, Business, and Finance Students who are known to be a massive part of the Filipino Youth, as being able to know the different points of view of these individuals towards Word-of-Mouth Marketing as an effective strategy and approach for products and brands in general. The focus and significance of the paper were based on the various discussions and data collected about the positive and negative influence of Word-of-Mouth among Filipino Youth when it comes to choosing product brands.
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