Bida ang Saya!: The Correlation of Jollibee's Brand Identity and Social Media Marketing to Consumer’s Purchase Intention

Abstract

This undergraduate thesis explores the correlation between Jollibee’s brand identity and social media marketing to consumer’s purchase intention. In previous studies, there were inconsistent findings about the relationship between brand identity, social media marketing, and purchase intention. There is also a need to further study digital marketing in the context of Filipinos. The aim of this study is to further investigate the relationship between brand identity, social media marketing, and the consumer's purchase intention. A quantitative research design was employed to collect and analyze data from a sample of 200 Filipino social media users and Jollibee consumers aged between 18 and 58 years. The participants completed a questionnaire adapted from Farzin et al. (2021), Goi et al. (2014), Majeed et al. (2014), and Chen et al. (2021), consisting of brand identity, social media marketing, and purchase intention scales, with a cronbach’s alpha of 0.911. The findings of this study indicate a moderately positive correlation between brand identity, social media marketing, and purchase intention. Furthermore, Jollibee has a high level of brand identity. Moreover, Jollibee has a high level of social media marketing effectiveness in terms of informing. Additionally, Jollibee consumers have a high level of purchase intention. Since the participants have a positive attitude on the brand identity of Jollibee in their social media platforms, they also have a positive attitude in their purchase intention for Jollibee’s goods and services. The implications of these findings underscore the need for further research to examine other unobserved or unexpected variable. Likewise, future research may explore the use of experimental designs to test the causation of brand identity and purchase intention.