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.
